CUSTOMER VALUE OFFERED BY IPHONE 5C

5/5 - (1 bình chọn)

TABLE OF CONTENT

ABSTRACT 3

LIST OF TABLE 4

LIST OF FIGURE 5

Chapter I: Introduction 6

1.1 Problem indication 6

1.2 Aims and objectives 8

1.3 Research question 8

1.4 Importance of the study 9

1.5 Structure of the research 9

Chapter II: Literature review 11

2.1 Definition of customer value 11

2.2 Measuring customer value 12

2.3 Importance of customer value 14

2.4 Customer value of Iphone 5C perceived by Vietnamese people 15

Chapter III: Methodology and method 19

3.1 Research philosophy 19

3.2 Research design 19

3.3 Data collection 21

3.4 Population of the study 21

3.5 Survey 22

3.6 Data analysis 22

Chapter IV: Result and discussion 23

4.1 Background about Iphone 5C in Vietnam market 23

4.2 Demographic information 24

4.3 Reliability analysis 27

a. Reliability analysis of PRI 27

b. Reliability analysis of HAR 28

c. The reliability analysis of SOF 29

d. The reliability analysis of EXP 30

e. The reliability analysis of PER 31

f. The reliability analysis of DES 32

4.4 Exploratory factor analysis (EFA) 33

4.5 Linear regression 38

4.6 Level of satisfaction of Vietnamese people about customer value of Iphone 5C 39

Chapter V: Conclusions and recommendations 44

5.1 Conclusions 44

5.2 Recommendations and limitations 45

REFERENCE 46

APPENDIX 48

ABSTRACT

Customer value is important and essential for any firm in the world. Apple also pursues it. In the past, this brand has created perfect customer value through its products such as Iphone 4s, Iphone 5. However, Iphone 5C seems not to be as successful as its previous generations. Based on this view, the research investigates customer value of Iphone 5C with the objectives of measuring preference of customers in Vietnam towards this device and seeing some characteristics which lead to its failure.

With the support of some secondary data and Exploratory Factor analysis as well as linear regression model which are run by SPSS 16.0 program, the study comes to conclusion. It said that there are five factors Vietnamese people concern most, including price, hardware, software, experience and design. Among them, design is considered as the biggest problem of Iphone 5C which causes its low revenue, especially the polycarbonate case. In addition to its design, Vietnamese customers are also dissatisfied with its price, both for 16GB and 32 GB version. This unexpected result comes from misunderstanding of Vietnamese people; they thought that “C” in Iphone 5C stands for cheap.

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