1. MULTI ATTRIBUTE ATTITUDE MODEL

2. QUESTIONNAIRE
What are the features that you look for in an operating
system?
(Open Ended)

3. FEATURES – 40 FEATURES
Easy 2 use Stability
GUI Performance Low wastage
Mouse based Add-ons Trust
Occupy low memory space Latest/updated Brand
Speed Theme Community support
Compatibility Security Low footprint
Easy navigation Cheap Dual OS support
Ease of availability Game compatibility Virtualization support
Problem free Fast net support Better driver support
Good After Sales Service Connectivity with devices Multi touch
Easy updates Stability Flexibility
Use in India/Regional usage Performance Easy installation
Terminal Virus free Data recovery
Open source Professional

4. FEATURES – CLUBBED TO BROAD TERMS
• Compatibility • Stability
• Hardware, Devices (phones, – Security
projector, etc.) – Virus free
• Software, Apps & Games – Terminal
– Flexibility
• Local usage
– Backup
• Easy to use • Support
• GUI – Driver Support
• Easy navigation – Easy Updates
– Availability
• Easy installation
– After Sales Service
• Hassle Free – Community support
• Cheap – Trust
• Performance
• Add-ons
• Speed
• Occupancy of low memory space

5. OUTCOMES
• Apple family
• Prestige
• Speed
• Security
• Customer service

6. QUESTIONNAIRE
Attitude towards Object
• How important are the following features to you? Rate them on a scale
of -3 to +3 (-3=not important, +3=extremely important)
ei
• Rate Mac OS on these features on a scale of 1-7 (1 being the least
important and 7 being the most important)
bi

7. QUESTIONNAIRE
Subjective Norms
• Do you use the OS that has been recommended/suggested by
someone?
• If yes, who?
• Friends, Family, Retailers, Community
NBj
• On the scale of -3 to 3 rate how the recommender is important to you
• Your willingness to use Mac? Rate them on a scale of -3 to +3 (-3=not
important, +3=extremely important)
MCj

8. QUESTIONNAIRE
• What OS do you use?
• Windows, Mac, Linux
• If Mac OS, rate your satisfaction level for the features mentioned on a scale
of -3 to 3 (-3=extremely dissatisfied, +3=extremely satisfied)
• If you are given a choice to try a OS for free, which OS will you go for
Windows/Mac?
• Will you use MAC if it could be installed on any
computer(Desktop/Laptop)?

9. RESULTS
Attitude towards object : 9.3
Attitude towards action : 10.35
Subject Norms : 0.75
Behavioral Intention : 11.10
SN
• Friend/Family
• Retailer
• Community

10. RESULTS
If given a choice to try a OS for free which OS will you choose?
20%
MAC
Windows
80%

11. RESULTS
Will you use MAC if it can be installed on any computer(Desktop/Laptop)?
35%
Yes
65% No

12. WHERE MAC LACK?
120
100
80
60
40
Rate MAC
Importance
20
0

13. A ACT
120
106
100
100 92
80
60
46
Importance
42 44
40 MAC
40 33
26
20
1
0
Apple Prestige Speed Security Customer
family service

14. LETS HAVE A GLOBAL LOOK…

15. MAC – TREND OVER THE INTERNET
In news
In search

16. MAC – QUERIES AND DISCUSSIONS
Microsoft
19.6
Microsoft
356

17. MAC – ALL OVER SOCIAL MEDIA
Microsoft
28%
Microsoft
17:1
Microsoft
117
82
165
Microsoft
22%

18. BUT…

19. Mac 3%
Mac 5%
Mac
3.2%

20. THANK YOU