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A Group Assignment by:

• Tanvi Ruparelia
• Praveen

7th December 2007

Apple ‘iPhones’ India

A buyer behaviour analysis of likely decision process for purchasing the Apple iPhone tm in India

TABLE OF CONTENTS

APPLE INC.: AN INDUSTRY BENCHMARK FOR INNOVATION 2
THE APPLE IPHONE 2
INDIAN MOBILE MARKET 2
THE INDIAN MOBILE USER 3
BUYING DECISION PROCESS: THE INDIAN MINDSET 3
NEED RECOGNITION: ‘I WANT A MOBILE PHONE!’ 4
Need Recognition Influencers 4
SEARCH FOR INFORMATION: ‘I NEED TO KNOW MORE ABOUT MOBILE PHONES’ 5
PRE-PURCHASE EVALUATION OF ALTERNATIVES: ‘WHICH PHONE, THE N95 OR THE IPHONE?’ 6
PURCHASE: ‘I AM BUYING APPLES’ IPHONE!’ 6
CONSUMPTION: ‘I AM USING APPLES’ IPHONE!’ 7
POST-CONSUMPTION EVALUATION: ‘I LIKED APPLES’ IPHONE’ 7
DIVESTMENT: ‘I AM BUYING A NEW HANDSET EXCHANGING THIS!’ 7

 
Apple Inc. launches the iPhone in India
A buyer behaviour analysis of likely decision process for purchasing the......

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Approximate Word Count: 3050
Approximate Pages: 13 (250 words per double-spaced page)

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