Analysis of differences in consumer perceptions between Apple and Samsung smartphones

Abstract

The purpose of this research is to understand how and why consumers perceive differently the brands of Apple and Samsung via reference to their smartphone offerings in the market. Design/methodology/approach - industry journals and analysts were used to acquire further insight of past findings about the different cues that affect consumer perception with a special focus on brand perception and preference. Pertinent literature was analysed and used to design the different data collection methods. Findings - This study complemented other case studies concerning factors affecting brand, brand marketing, consumer attitudes and perceptions. Results obtained show that price is slightly more influential than brand. Also it could be observed that product characteristics also played a role in influencing actual purchase intentions. Research limitations - None of the case studies encountered actually studied the link between consumer attitudes and perceptions, and branding, thus there was a dearth of secondary data. Limited data on the disposable income for the average student, absence of studies into personal preferences and brand associations, and the short timeline during which the study could be completed, as well as lack of resources also hamstrung the study, which could have taken on a much wider scope. Practical implications - This research identified that students, can be influenced by certain sources of information during their information search. Also, branding and advertising plays a role in attracting their attention and encouraging them to buy, though they will not always be willing to pay premium prices. Originality/value - a number of authors have researched aspects of the topic, however none of those studies were ever targeted at students at the University of Malta.