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Contents
1. 2.
Preface Abstract
3. Introduction 4. History of mobile phones 5. Scope and significance of study 6. Objectives 7. Advantages and disadvantages 8. Literature review 9. Conclusion 10.Bibliography 11.Annexure
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Preface:
The survey gives an insight of the perception of people on different mobile brands.It helps us understand the brand preference on the basis of loyalty , service , brand image , status and price.The survey also conveys the fact on the drawbacks of different mobile brands and perception of people on china mobiles.
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Abstract:
The survey is concerned with how youth prefer buying mobile phones of different based on their perception. Here are different Factors influencing their perception. That include: Brand image, service, status , price and loyalty etc,.It also deals with how and what do people take into account as their choice in buying mobile phones of different brands. The methodology used in this survey is questionnaire process, which is developed through the internet and circulated to the various people on social networking site (since the survey is entirely based on youth perception). The survey includes both qualitative and quantitative studies. Finally the results are conveyed on the basis of their perception in percentages done through the survey.
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Mobile brands:
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There are hundreds of mobile manufacturers and service providers in the world that are responsible for this unprecedented mobile phenomenon. On one hand the mobile makers continue to woo the consumers with newer, more innovative, mobile models on the other they are at supremacy-war with each other for the mobile market is massive and so are stakes. The major war-zones are the developing nations like India where an overwhelming mobile growth is taking place (Buy mobiles in India). While leading mobile brands are fighting to maintain their strongholds and to break new grounds, the newcomers are sweating to find their foothold. It's an exciting world of choices for the end consumer. Owning a mobile phone today is not a luxury or privilege it's a necessity. From executives to students, from business tycoons to the rural farmers mobile brands are catering to everyone.
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There are mobile phone models specifically designed for each type of user so that no one is left behind. The mobile mania is for real. If the ever expanding spectrum of mobile models is a revolution in the making, mobile brands are the revolutionaries. If brand Nokia is synonymous to a mobile phone, Apple (of iPhone) is the mobile style master. If RIM BlackBerry oozes professionalism, and HTC adds freshness. If Google decides to create a mobile OS, Dell wants to build the mobile itself. If the global mobile brands are steering towards hot markets, regional heads are popping up to steal their share of the heat. The result an array of mobile brands to choose from.
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Objectives:
To know which brand of mobile people are using. To know how many youth are loyal to one type of brand. To know the best mobile brand according to youth preferences. To know which mobile brand provides the better service. To know the draw backs of a few companies in manufacturing their mobiles. To know which brand does people choose as their status value. To know how many people are using the same brand. To know the competition fit between Nokia and HTC. To know their view if in case a lap top brand launches a mobile phone.
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Advantages:
Cost effective. More sample size can be considered. Questionnaires are easy to analyze. Data entry and tabulation can be easily done with computer software.
Questionnaires reduce bias since, there is uniform question present. There are no verbal or visual clues to influence the respondent. The respondent is free to complete the questionnaire on his own time-table quickly in less time.
Disadvantages:
low response rates. It affects the statistical analysis. It lowers our confidence in the results. Respondents cant offer their views. By allowing frequent space for comments, the researcher can partially overcome this disadvantage... The lack of personal contact will have different effects. Sometimes the respondents may not be the people who you actually need to survey. Many of the people may not attempt the survey. Some of them may provide false information.
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Literature review:
Brand is essentially the sum of all experiences related to the product, service, and companies that make and deliver the product. Brand perceptions are shaped by functional experiences (i.e. speed, quality, reliability, ease of use). They provide the insight to understand customers needs, goals, habits and satisfaction levels when they engage with them and their competitors and provide conceptual and design validation that result in actionable recommendations for improvement. Brand experiences and perceptions are developed over time through a variety of sources, including: Previous experience with the brand Interactions with sales, customer service, and other aspects. Recommendations from friends and colleagues Advertising Brand image.
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Empirical Investigation among Malaysian Customers Brand preferences and product attributes:
Empirical investigation among Malaysian customers in building brand preferences six strategies are necessary: 1) Need association- the product/brand linked to need through repeated messages. 2) Mood associations- brands should be associated with good feelings through slogans, songs. 3) Subconscious motivation-use of symbol to excite consumers subconscious motives. 4) Behavior modification-consumers are conditioned to buy the brand by controlling cues and rewards. 5) Cognitive processing-penetrating perceptual and cognitive barriers to create favorable attitudes towards the brand/product. 6) Model emulation- portraying idealized lifestyles for consumers to imitate. People seek products that have attributes that solve their problems and fulfills their needs. Understanding why a consumer choose a product based upon its attributes(characteristics) helps marketers to understand why some consumers have preferences for certain brands. Both tangible and intangible attributes of a product are equally important in choosing a product or brand. There is no evidence of attributes related to customer loyalty than others. However, this study did not specify what sort of attributes marketers should associate the brand with; i.e. whether they should be relevant or irrelevant attributes, tangible or intangible etc. This is because it is important that consumer accurately lean about product attribute performances since it would influence their interpretations of product performance by causing memory encode.
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Research methodology
Title justification: the title is chosen as it specifies the perception of youth towards mobile
brands on the basis of loyalty, price, quality, service, status.
Sampling methods:
Population size:
56 respondents.
Sampling size:
50 respondents.
Sampling area:
People over different places through social networking.
Sampling unit:
People on social networking site.
Sampling technique:
Convenient sampling.
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Research design:
The questionnaire posted through survey monkey software to different people on social networking sites and Gmail and gathered the required information.
The two general type of research methods are used: 1. Exploratory research:
In well established fields of study, hypothesis usually drawn from ideas developed or glimpsed in previous research studies derived from theory. Research could be then used to determine if the hypothesis is correct. Too little is known, however about consumer reaction to marketing stimulate to permit the formulation of sound hypothesis in many specific situations. As a result, much marketing research is of exploratory in nature, emphasis is placed relative to new products or marketing practices that can be changed profitably.
2. Conclusive research:
Conclusive research provides information that helps the executives makes a rational decision. In some instances particularly if an experiment is run, the research in many come close to specifying the precise alternative to choose; in other cases, especially with descriptive studies, the research will only partially clarify the situation, and much will be left to the executives judgment. .
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Data collection:
Primary data has been used by me in the form of questionnaire and observation, which are the two basic methods of collecting primary data, which suffices all research objectives.
Secondary data sources like various internet sites and Google have been used.
Rectangular shaped bar diagram Cylindrical shaped bar diagram Area diagram Bubble diagram
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Key words:
Perception, status, brand, quality, service, loyalty.
Nokia is considered as the best brand by the respondents followed by Samsung. Most of the people are split loyal of Nokia and Samsung. Sony inspite of its high brand image could not position its place in minds of the respondents.
And stood almost at the bottom of most important mobile brands. Apple positioned itself as a status brand among the respondents. Nokia is considered to provide the best service to its product. Samsung and nokia collectively are known for manufacturing quality mobiles for low prices.
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HTC is known to compete with nokia in global market. China mobiles could not own any rating owing to their poor performance.
Interpretation:
The above bar diagram shows the number of people using different mobile brands.
Concrete terms:
Among 50 respondents, 22 people used nokia,21 people used samsung, 6 used sony,2 used motorolla,and 16 members used other mobile brands.
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others LG sony sam sung nokia 0 nokia which m obile brand are you using now? 21 5 sam sung 16 10 sony 5 15 LG 3 20 others 5 25
Interpretation:
The above graph shows the number of people using different mobile brands now.
Concrete terms:
Among the 50 respondents 21 are using nokia , 16 are using Samsung , 5 are using sony ,3 are using LG,and 7 are using other brands of mobiles.
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Q:Which mobile brand offers the best service for its product?
48.2%
25% 21.4%
1.8%
LG
Apple
Interpretation:
The above graph shows the percentage of respondents and their perception towards the service offered by its brand.
Concrete terms:
Among 50 respondents, 25% said its Samsung , 48.2 said its nokia,3.6% said its HTC, 1.8% said its LG , 21.4% said its Apple and none of them said its Sony that offers the best service for its mobile product.
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Interpretation:
The above chart shows the percentage of respondents towards their best mobile brand.
Concrete terms:
Out of 50 respondents,19 respondents said that nokia is the best. 14 said that Samsung is the best. 2 said that Motorolla is the best. 14 said that Apple is the best. none said that LG is the best.
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8% 10%
yes
no
cant say
59%
Interpretation:
The above graph shows the perception of respondents on competition between HTC and Nokia in global market.
Concrete terms:
Among 50 respondents, 59% said yes , 23% said no,10% said cant say, and 8 % said equal with nokia.
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Interpretation:
The above graph shows the perception of which mobile brand do people choose as a status mean.
Concrete terms:
In the above graph it is clear that 70% members prefer Apple ,9% of the people prefer nokia , 6% prefer sony,2% each preferd motorolla and htc and 8% samsung are viewed mobile brands as status point of view.
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samsung, 28 nokia, 21
others, 8
Interpretation:
The above graph shows the perception of respondents on which brand provides the best quality mobile phone for low price.
Concrete terms:
Out of 50 respondents , 28 stated that Samsung provides the best quality mobiles for low price. 21 stated its nokia and 8 stated other mobile phones.
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3 0 2 0 1 0 0 1 2 3 4 5
Interpretation:
The above graph shows how much did the respondents rated china mobiles for 5 as per its quality and their usage.
Concrete terms:
Among 50 respondents , 18 rated it on a scale of 1, 21 respondents on 2, 7 people on 3, 4 people on 4 and none has rated it 5 on a scale of 5.
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Interpretation:
The above graph shows the perception of respondents in percentage, on a lap top brand if in case it launches a mobile phone.
Concrete terms:
45% of the respondents said its good of Lenovo launching a mobile phone. 25% said its better,10% said its best and 25% of the respondents said that its worst of launching a mobile phone.
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Brand name
Nokia Samsung HTC Motorolla LG Sony Apple
Interpretation:
The above graph shows the perception of people on drawbacks of different mobile brands.
Concrete terms:
The survey has revealed that :
Nokia has a drawback of sound system. Samsung has a drawback of Battery backup, less care centers. HTC has a drawback of Care centres, high price, and screen clarity. Motorolla has a drawback of Less variants,battery,sound,clarity. LG has a drawback of Care centres,quality,low variants Sony has a drawback of Key pad,sensitive,battery. Apple has a drawback of High price,unavailability,and care centers.
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Conclusion:
Hereby I conclude from the research that . People are split loyal between nokia and samsung. People choose nokia as their best brand , a good service provider and known to produce quality mobiles for lower price. Samsung followed nokia in providing quality mobiles for low price. Apple positioned to be a status brand.Sony could not position its brand inspite of its brand image. People are least preferring china mobiles.
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Annexure:
QUESTIONNAIRE
1.What is your 1st used mobile brand? Ans: 2.Which mobile brand are you using now? Ans: 3. Which among these is the best mobile brand?
NOKIA SAMSUNG MOTOROLLA LG APPLE HTC
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9.What is the drawback of one good mobile brand ? specify.? Ans: 10.Which brand is providing the best quality mobiles for low price? Ans:
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References :
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