SEOUL, Jan. 11 (Korea Bizwire) — South Korean university students turned out to perceive Apple Inc. as having a “trend-setting” image and Samsung Electronics Co. as having a “friendly” image, a survey showed Tuesday.
University student community operator Vinu Labs Inc. conducted a survey of 2,000 students in their 20s who said they had more than one electronic device.
Among the respondents, 89 percent (multiple answers possible) cited the Apple brand as a “trendy” image, while 88 percent chose “refined” and “luxurious” as an image suitable for Apple.
However, 70 percent of the respondents also said that Apple had an “unfriendly” image.
In the past, it has been pointed out several times that the U.S. tech giant’s after-sales service and its retail store response have not met the standards that South Korean consumers are accustomed to.
For Samsung, there were positive reviews such as “friendly” (79 percent), “practical” (78 percent), and “reliable” (75 percent).
However, the share of those who chose “refined” and “luxurious” as an image suitable for Samsung remained low at 24 percent.
For LG Electronics Inc., 75 percent of the respondents chose “old” and 67 percent “stagnant.” The share of those who chose “trendy” remained low at 7 percent and “refined” and “luxurious” at 9 percent each.
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