1. Appendixes

2.1. Self-generated Survey Questions for Apple Inc.

Survey (raw) (Please tick the appropriate choices/ Fill in the blanks) 1) What is your gender? * Male * Female 2) Which age group do you belong to? * 18 and below * 19-24 * 25-30 * 31-40 * 41-50 * 50 and above 3) What is your occupation? * Full-time student * Part-time student * Working adult * Housewife * Retired * Unemployed

4) What is the range of your income? * $500 and less * $500-$1,000 * $1,000-$5,000 * $5,000-$10,000 * $10,000 and above

5) What do you prefer to do during your free time? * Sports/ Outdoor activities * Watching movies * Shopping * Food exploring * Staying at home * Others (please specify): _________________ 6) How often do you use your phone? (1 being never and 5 being very often) _____ 7) Please rank the following phone brands according to your preference (1 being your least preferred choice and 5 being your most preferred choice) Rank Brands | | | | | | Apple | * | * | * | * | * | Samsung | * | * | * | * | * | Sony | * | * | * | * | * | Nokia | * | * | * | * | * | Blackberry | * | * | * | * | * | Others | * | * | * | * | * |

8) Which brand of phone are you currently using? * Apple * Samsung * Sony * Nokia * Blackberry * Huawei * Others (please specify): _______________

9) Please rank the following criteria when choosing a phone (1 being unimportant and 5 being very important)