BM 6896

CONSUMER BEHAVIOR

APPLE

VS

SAMSUNG

INSTRUCTOR: Dr. Sming

GROUP MEMBERS:
Sattasiri Premruetai

553 9064

Purida Jiwaramonaikun

564 1934

Vishakha Rai
Akashdeep Raghuwanshi

SUBMISSION DATE:
August 4, 2015

564 9004
564 9033

I.

INTRODUCTION

A. APPLE iPhone 6 plus

1. 4P

a. PRODUCT
Our team has decided to choose one of the biggest and successful brand Apple product
iPhone 6 plus which is the sixth version of iPhone in addition to iPhone 6 launched by
Apple.
Apple iPhone 6 plus is a 5.5-inch display model which is available in the market in three
colors range including silver, gold and space grey with the storage capacity of 16GB,
64GB and 128GB. Other technical specifications are mentioned as below;
i.

Color:
SILVER

GOLD

SPACE GREY

ii.

Technical Specifications

Weight and Dimensions:

Height: 158.1 mm (6.22 inches)
Width: 77.8 mm (3.06 inches)
Depth: 7.1 mm (0.28 inches)
Weight: 172 grams (6.07 ounces)

Display:
o
o
o
o
o
o
o
o
o
o
o

Retina HD display
5.5-inch (diagonal) LED-backlit widescreen Multi-Touch display with IPS technology
1920x1080-pixel resolution at 401 ppi
1300:1 contrast ratio (typical)
500 cd/m2 max brightness (typical)
Full sRGB standard
Dual-domain pixels for wider viewing angles
Fingerprint-resistant oleophobic coating on front
Support for display of multiple languages and characters simultaneously
Display Zoom
Reachability

Chips
A8 chip with 64-bit architecture
M8 motion coprocessor
iSight Camera
New 8-megapixel iSight camera with 1.5 pixels
Autofocus with Focus Pixels
/2.2 aperture
Optical image stabilisation (iPhone 6 Plus only)
True Tone flash
Five-element lens
Hybrid IR filter
Backside illumination sensor
Sapphire crystal lens cover
Auto image stabilization
Auto HDR for photos
o Improved face detection
o Exposure control
o Panorama (up to 43 megapixels)
o
o
o
o
o
o
o
o
o
o
o
o
o
o

o
o
o
o

Burst mode
Tap to focus
Photo geotagging
Timer mode

Video Recording
o

o
o
o
o
o
o
o
o
o
o

1080p HD video recording (30 fps or 60 fps)

True Tone flash
Slo-mo video (120 fps or 240 fps)
Time-lapse video
Video stabilisation
Cinematic video stabilisation
Continuous autofocus video
Take still photos while recording video
Improved face detection
3x zoom
Video geotagging

FaceTime Camera
o
o
o
o
o
o
o
o

1.2-megapixel photos (1280x960)

/2.2 aperture
720p HD video recording
Backside illumination sensor
Auto HDR for photos and videos
Improved face detection
Burst mode
Exposure control

Touch ID
o Fingerprint identity sensor built into the Home button
Mobile and Wireless
o Model A1586 (GSM)*UMTS/HSPA+/DC-HSDPA (850, 900, 1700/2100, 1900, 2100 MHz)
o Model A1524 (GSM)*TD-SCDMA 1900 (F), 2000 (A)
GSM/EDGE (850, 900, 1800, 1900 MHz)

FDD-LTE (Bands 1, 2, 3, 4, 5, 7, 8, 13, 17, 18, 19, 20, 25, 26, 28, 29)
TD-LTE (Bands 38, 39, 40, 41)
o All models802.11a/b/g/n/ac Wi-Fi
Bluetooth 4.0 wireless technology
NFC
Location
o
o
o
o
o

Assisted GPS and GLONASS

Digital compass
Wi-Fi
Mobile data
iBeacon micro-location

Video Calling
o FaceTime video
o Initiate video calls over Wi-Fi or a mobile network to any FaceTime-enabled device
o FaceTime over mobile a mobile network uses H.264/H.265
Audio Calling
o
o
o
o

FaceTime audio
iPhone 6 to any FaceTime audio-enabled device over Wi-Fi or a mobile network
Voice over LTE (VoLTE)
Wi-Fi calling

Audio Playback
o Audio formats supported: AAC (8 to 320 Kbps), Protected AAC (from iTunes Store), HEAAC, MP3 (8 to 320 Kbps), MP3 VBR, Audible (formats 2, 3, 4, Audible Enhanced Audio,
AAX and AAX+), Apple Lossless, AIFF and WAV
o User-configurable maximum volume limit
TV and Video
o AirPlay Mirroring, photos, audio and video out (2nd generation or later)
o Video Mirroring and video out support: up to 1080p through Lightning Digital AV Adapter
and Lightning to VGA Adapter (adapters sold separately)

o Video formats supported: H.264 video up to 1080p, 60 frames per second, High Profile level
4.2 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4 and .mov file
formats; MPEG-4 video up to 2.5 Mbps, 640x480 pixels, 30 frames per second, Simple
Profile with AAC-LC audio up to 160 Kbps per channel, 48kHz, stereo audio in .m4v, .mp4
and .mov file formats; Motion JPEG (M-JPEG) up to 35 Mbps, 1280x720 pixels, 30 frames
per second, audio in ulaw, PCM stereo audio in .avi file format
Intelligent Assistant
o Siri Use your voice to send messages, set reminders and more
o Use hands-free
o Listen and identify songs
Power and Battery
Built-in rechargeable lithium-ion battery
Charging via USB to computer system or power adapter
Talk time: up to 24 hours on 3G
Standby time: up to 16 days (384 hours)
Internet use: up to 12 hours on 3G browse, up to 12 hours on 4G LTE, up to 12 hours on WiFi
o Video playback: up to 14 hours
o Audio playback: up to 80 hours
o
o
o
o
o

Sensors
o
o
o
o
o
o

Touch ID
Barometer
Three-axis gyro
Accelerometer
Proximity sensor
Ambient light sensor

Operating System
iOS 8
iOS 8 is the biggest iOS release ever by Apple so far with amazing new capabilities and featured
updates. It features AirDrop, AirPlay, CarPlay, Control Centre, Family Sharing, iCloud Drive,
iTunes Radio, Multitasking, Notification Centre, QuickType keyboard, Siri and Spotlight Search.
Headphones
o Apple EarPods with Remote and Mic
o Storage and travel case

SIM card
o
o
o
o

Nano-SIM
iPhone 6 is not compatible with existing micro-SIM cards
Connector
Lightning

Rating for Hearing Aids

o iPhone 6 Plus (Model A1522, A1524): M3, T4
Mail Attachment Support
o Viewable document types
o .jpg, .tiff, .gif (images); .doc and .docx (Microsoft Word); .htm and .html (web pages); .key
(Keynote); .numbers (Numbers); .pages (Pages); .pdf (Preview and Adobe Acrobat); .ppt
and .pptx (Microsoft PowerPoint); .txt (text); .rtf (rich text format); .vcf (contact
information); .xls and .xlsx (Microsoft Excel); .zip; .ics
System Requirements
Apple ID (required for some features)
Internet access
Syncing with iTunes on a Mac or PC requires:
Mac: OS X v10.6.8 or later
PC: Windows 8, Windows 7, Windows Vista, or Windows XP Home or Professional with
Service Pack 3 or later
iTunes 11.4 or later
o
o
o

Environmental Requirements
o
o
o
o

Operating ambient temperature: 0 to 35 C (32 to 95 F)

Non-operating temperature: -20 to 45 C (-4 to 113 F)
Relative humidity: 5% to 95% non-condensing
Operating altitude: tested up to 3,000 metres (10,000 feet)

Languages
o Language support
o English (Australia, Canada, UK, U.S.), Chinese (Simplified, Traditional, Traditional Hong
Kong), French (Canada, France), German, Italian, Japanese, Korean, Spanish (Mexico,
Spain), Arabic, Catalan, Croatian, Czech, Danish, Dutch, Finnish, Greek, Hebrew, Hindi,
Hungarian, Indonesian, Malay, Norwegian, Polish, Portuguese (Brazil, Portugal), Romanian,
Russian, Slovak, Swedish, Thai, Turkish, Ukrainian, Vietnamese.

In the Box
o
o
o
o
o

iPhone with iOS 8

Apple EarPods with Remote and Mic
Lightning to USB Cable
USB Power Adapter
Documentation

iPhone and the Environment

o
o
o
o
o
o
o

Mercury-free LED-backlit display

Arsenic-free display glass
Brominated flame retardant-free
PVC-free
Recyclable aluminium enclosure
Power adapter outperforms strictest global energy efficiency standards
Speaker enclosure with 30% post-consumer recycled plastic

b. PRICE
In Bangkok, Thailand, Apple iPhone 6 plus 5.5 inch display price range starts from whooping
28,900 Baht whereas with the storage capacity of 16GB, the price will be 28,900 Baht with the
Credit card installment as low as 3,089.41 monthly. On the other hand with the storage
capacity of 64GB, the price is 32,900 Baht with the Credit card installment as low as 3,517.01
monthly. Lastly the maximum storage capacity of 128GB has the price of 36,900 Baht with the
Credit card installment as low as 3,944.61 monthly.
The Capacity and Price chart is shown below;

Apple iPhone 6 plus

CAPACITY
16GB
64GB
128GB

B. Brand SAMSUNG
Samsung Galaxy Note 4
4ps

PRICE
28,900 Baht
32,900 Baht
36,900 Baht

1. Product
The Samsungs one of the most successful products come under the note
series, the note 4 is the latest edition in the successful note series , it is one of
the most awaited mobile phone in the world , due to its touch wiz ui its useful
in many different ways , the technical specification of the note 4 are as follows.
NETWORK

Technology

GSM / HSPA / LTE

LAUNCH Announced 2014, September
Status

Available. Released 2014, October

BODY

Dimensions 153.5 x 78.6 x 8.5 mm (6.04 x 3.09 x 0.33 in)

Weight

176 g (6.21 oz)

SIM Micro-SIM
- Fingerprint sensor (PayPal certified)
- S Pen stylus
DISPLAY Type Super AMOLED capacitive touchscreen, 16M colors
Size 5.7 inches (~74.2% screen-to-body ratio)
Resolution 1440 x 2560 pixels (~515 ppi pixel density)
Multitouch Yes
Protection Corning Gorilla Glass 4
PLATFORM
(Lollipop)
Chipset

OS

Android OS, v4.4.4 (KitKat), upgradable to v5.0.1

Qualcomm Snapdragon 805 (SM-N910S)

Exynos 5433 (SM-N910C)

CPU Quad-core 2.7 GHz Krait 450 (SM-N910S)

Quad-core 1.3 GHz Cortex-A53 & Quad-core 1.9 GHz Cortex-A57 (SMN910C)
GPU Adreno 420 (SM-N910S)
Mali-T760 (SM-N910C)
MEMORY Card slot
Internal

microSD, up to 128 GB

32 GB, 3 GB RAM

CAMERA Primary
16 MP, 5312 x 2988 pixels, optical image stabilization,
autofocus, LED flash, check quality
Features Dual Shot, Simultaneous HD video and image recording, geotagging, touch focus, face/smile detection, panorama, HDR
Video 2160p@30fps, 1080p@60fps, optical stabilization, dual-video rec., check
quality
Secondary 3.7 MP, 1440p
SOUND

Alert types Vibration; MP3, WAV ringtones

Loudspeaker

Yes

3.5mm jack Yes

COMMS
hotspot

WLAN

Wi-Fi 802.11 a/b/g/n/ac, dual-band, Wi-Fi Direct,

Bluetooth v4.1, A2DP, EDR, LE

GPS Yes, with A-GPS, GLONASS, Beidou
NFC Yes
Infrared port

Yes

RadioNo
USB microUSB v2.0 (MHL 3 TV-out), USB Host

FEATURES
Sensors
Accelerometer, gyro, proximity, compass,
barometer, gesture, UV, heart rate, SpO2
Messaging SMS(threaded view), MMS, Email, Push Mail, IM
Browser

HTML5

Java No
- Fast battery charging: 60% in 30 min (Quick Charge 2.0)
- ANT+ support
- S-Voice natural language commands and dictation
- Air gestures
- Dropbox (50 GB cloud storage)
- Active noise cancellation with dedicated mic
- MP4/DivX/XviD/WMV/H.264 player
- MP3/WAV/eAAC+/AC3/FLAC player
- Photo/video editor
- Document editor
BATTERY

Li-Ion 3220 mAh battery

Stand-by
Talk time

Up to 20 h (3G)

Music play Up to 82 h

Color available

c. PRICE
In Bangkok, Thailand, Samsung note 4 price range starts from 22590 Baht. The price can be
vary according to promotions and offers, the price of the Samsung note 4 is justified due to its
amazing features and specifications. Note 4 is trying hard to compete with the iphone 6 by
keeping its phone price down to iphone 6.

II. Analyze/Explain/Discuss
A. APPLE iPhone 6 plus Targeting customer

In order to develop a marketing strategy, it is very important for a company to segment the
market and target its consumers. If a company is able to understand its customers then only it can
communicate itself to their consumer market effectively. The better you will know about your
consumers, more effectively you could be able to communicate and extend their market with
them.
Apple iPhone 6 plus would be segmented and targeted its products according to basis of
geographic, demographic, psycho-graphic, and behavioral characteristics of the consumers as the
bases for segmentation.
1. Geographic segmentation: Geographic segmentation implies with the division of consumer
markets into different territories: countries, states or provinces, counties or districts, cities,
neighborhoods or communities. The targeted consumers of Apple iPhone 6 plus are in
Bangkok which is one of the populous city in Thailand and the world as well as a famous
tourist destination in Thailand of 67.1 million population and 337billion usd gdp; is
continuously growing and now the metropolitan city Bangkok has over 10 million urban
populations. Apple iPhone 6 plus mainly focuses all age groups of people between the age of
18 to 60 years old. Bangkok is considered to be one of the best geographical location to sell
the iPhone 6 plus.
2. Demographic segmentation: In Demographic segmentation the will divide the targeted
consumer markets into affluent groups of consumers on the basis of demographic variables as
age and life-cycle, gender, income, occupation, education, religion, and race or national
origin which are as follows;
a. Age and life-cycle- In terms of demographics, Apple iPhone consumers fall into the
category of age groups of 18 to 60 years old who are students, high and upper high class
working people.

b. Gender-There are no particular gender differences in the product offerings. Both male
and female tend to buy the iPhone however male customers lead the user ratio.
c. Income-As Apple iPhone 6 plus stores are located in the capital city Bangkok where
people of high income levels can be found, therefore Apple iPhone 6 plus can be sold to
upper middle class family to the high upper class.
d. Occupations- In terms of occupation, the targeted customers will be educated or would
have been studying in their school and white collars with professional jobs.
e. Education- In the case of Apple iPhone 6 plus customers, educational levels range from
upper secondary education level to professionals employees, managers or CEOs
between the ages of 18 to 60 years.
f. Race or national origin- Since the capital city Bangkok has been the living place for
the people of all different cultures and religions including Japanese, Chinese, European,
people from America, Australia etc. Apple offers its products and series to the people of
all religion and races here in Bangkok, Thailand.
3. Psychographic segmentation- In the section psychographic segmentation, we divide the
consumers into different groups on the criteria of their social class, life style, and personality
characteristics as follows;
a. Social class- Apple iPhone 6 plus consumers belong to social classes of the rich and
upper middle class.
b. Life-style- In terms of lifestyle, Apple iPhone 6 plus will capture the market of the
traditional homebody includes the customers of home improvement and household
goods to increase comfort in the family and the white-collar business people includes
customers who dress decently, eat in decent restaurants, join business social clubs, live
in expensive housing units, and ride in expensive cars.
c. Personality- In terms of targeted consumer market, there are possibility to have
customer from different range of personality and for that Apple company has to be
prepared in terms of delivering services that could meet with the visitors personality.

Although the consumers personality will belong into an academic and upper class group
personality.
4. Behavioral segmentation.
In terms of behavioral segmentation, the targeted customers are divided into groups on the
basis of occasions of use, benefit sought, usage rate, user status, loyalty status, buyer readiness
stage, and attitude as follows;
a. Occasions of use- In Thailand people are more indulge with the leisurely and fun
lifestyle. People would love to buy creative high quality products such as Apple iPhone 6
plus. Keeping this thought in mind, Apple iPhone plus offers all these preferences to the
visitors in better and reasonable prices.
b. Benefits sought- Customers have their own perspective in analyzing the products and
services benefits.
c. Usage rate- People from the age of 18 to 60 years who live in Bangkok or nearby
provinces with families and parents or individually will be the usage group of Apple
iPhone 6 plus.
d. User status- In terms of users status, the market segments of Apple iPhone 6 plus will be
categorized into potential users, first-time users and regular users.
e. Loyalty status- In the process of market segmentation, one more step is included which
is Loyalty status. Apple iPhone 6 plus customers would belong to Hard-core loyal
consumers who buy the companys products all the time without switching to other
substitutes.
f. Buyer readiness stage- Apple iPhone 6 plus would apply the informative and persuasive
marketing communication method to reach out to targeted customers and prospects.
g. Attitude- In our last segment method, Apple iPhone 6 plus will categorize the market
and consumers based on their behavioral attitude.

Difference between iPhone 6 plus and note 4

specifications
Display

IPhone 6 plus

Note 4

5.5-inch 1,920 x 1080 LCD,

scratch resistant glass

performance

64-bit Apple A8 dual-core

1.4GHz, GPU PowerVR
GX6450, 1GB RAM, M8 coprocessor

5.7-inch 2,560 x 1,440

Super AMOLED, scratch
resistant glass
32-bit 2.7 GHZ Quad-core
Snapdragon 805 processor,
Adreno 420 GPU, 3GB RAM

camera

8-megapixel camera sensor,

optical image stabilization,
True Tone flash, phase
detection, 1.2-megapixel
front-facing camera, 1080p
HD video recording

16-megapixel sensor, optical

image stabilization, 3.7megapixel front-facing
camera, 4K video recording

Battery Life

2915mAh

3220mAh battery

design

Curved aluminum,
dark/light grey or gold,
7.1mm
Single speaker on bottom
edge
iOS 8.3

Metal edge, plastic back,

gold/blue/black/white,
8.5mm
Single rear-mounted
speaker
Android 4.4 KitKat with
Touch Wiz UI

speaker
os

It doesn't take very long living with the Note 4 and the iPhone 6 Plus to see that these are
two great big phones and arguably the best options available at the moment.
Which is the best? If you are basing your purchase on design and ease of use, it's the
iPhone 6 Plus. For innovation, the Note 4 is the one to go for. Samsung's phablet also
promises the better battery life despite having a bigger, more demanding display. The stylus
is a bonus as well if want to mix things up.
These are two phones that really grow on you the more time you spend with them and
discover their strengths and weaknesses. Apple's first stab at a phablet is a good one, while
Samsung's Note series just keeps on getting better

Similarities
The similarities between both the phones are hard to find , the few similarities can be found
are the same location of home button on both the phones, the fingerprint scanner location.