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UNIVERSITY KUALA LUMPUR

MALAYSIAN INSTITUTE OF AVIATION TECHNOLOGY


DIPLOMA OF ENGINEERING TECHNOLOGY IN AEROPLANE MAINTENACE
(M06)
July Intake 2015
Semester 2
TECHNICAL MATHEMATICS II (AQD10202)
Individual Assignment
BRAND PREFERENCE OF MOBILE PHONES OF STUDENTS OF MALAYSIAN

NAME

: MOHD AZRUL ARIEF BIN MOHD AZMI

STUDENT ID

: 53106115061

CLASS

: 2AEM1

LECTURERS NAME

: SIR MD HAFIS BIN KHAIRUDDIN

DATE OF COMPLETION

: 16 MARCH 2016

TABLE OF CONTENTS
Pages

Acknowledgment

Preface of the Project

II

Objective of the Project

III

Abstract

IV

CHAPTER 1 : INTRODUCTION
1.1 Background

1.2 Problem Statement

1.3 Research Objective

1.4 Research Question

1.5 Significance of Study

1.6 Definition of Key Terms

CHAPTER 2: LITERATURE REVIEW


2.1 Literature Review
Customer Satisfaction

Brand Preference and purchase intention

Brand Preference, Product Attributes, and Marketing Mix Variables in

10

Technology Product Markets (S. Sriram and Ramya Neelamegham)


Mobile Phone Operator Brand Preference (Anthony Dadzie, November 2011) 11
Teens and Mobile Phones

12

(Amanda Lenhart, Rich Ling, Scott Campbell, Kristen Purcell, Apr 20, 2010)
Cell phone users and preference for brand (Harris Interactive)

13

TABLE OF CONTENTS
Pages
CHAPTER 3: RESEARCH METODOLOGY
3.1 Research Plan and Design

14

3.2 Population and Sample

14

3.3 Description of the Sample

15

Sampling Frame
Sample Unit
Determination of Sample
Sampling method
3.4 Instrumentation
3.5 Data collection Procedure

15
16

3.6 Validity and Reliability

16

3.7 Limitation of Study

17

CHAPTER 4: DATA ANALYSIS


4.1 Distribution by Gender

18

4.2 Distribution by Income Level

19

4.3 Distribution by Price Range

20

4.4 Descriptive Statistics of Brand of Mobile Preferred

21

4.5 Analysis between Gender and Current Mobile Brand Usage

22

4.6 Analysis between Monthly Family Income and Current Mobile Brand Usage

23

4.7 Analysis of Likert Scale

25

4.8 Analysis of Current Mobile Brand Usage

26

CHAPTER 5: CONCLUSION

28

BIBLIOGRAPHY

30

APPENDIX 1 [Brand Preference of Mobile Phones of Students of Malaysian]

31

APPENDIX 2 [Data Collection Purpose of Mobile Phones of Students of Malaysian]

33

ACKNOWLEDGMENT
My name is Mohd Azrul Arief bin Mohd Azmi. I am thankful that this Technical
Mathematics II Project under the topic Brand Preference of Mobile Phones of Students
of Malaysian can be done just in time. For this, I would like to seize the opportunity to
express my sincere gratitude for those who had been helping me during my work.
First and foremost, I would like to say a big thank you to my Technical Mathematics
II lecturer, Sir Md Hafis bin Khairuddin for giving me information about my project
work.
Also, I would like to thank my parents, Mohd Azmi bin Zakaria and Azlina binti Haji
Abdul Aziz. They had brought me the things that I needed during the project work was
going on especially my own beloved laptop and printer Not only that, they also provided
me with the nice suggestion on my project work so that I had not meet the dead and
throughout this project.
Lastly, I would like to say thank you to my friends especially class 2AEM1 and the
modern access in our daily life. All of my relevant information come from my friends and
the internet. I managed to use all these access in our daily life, such as: laptop to finish
my Technical Mathematics II Project.

PREFACE OF THE PROJECT


This project is prepared by the students of 2AEM and it is based on the Technical
Mathematics II notes, internet search and reference books.
Technical Mathematics II is a crucial subject in university especially in Aviation
field. Each student who takes this subject has to carry out a project work on the given
tasks.
The aim of doing this project is to improve the skills in using Mathematics for
students. Working on this also gives a chance for students to apply their skills on what
they had learnt to solve an assigned project. Therefore, every student stand a chance to
improve their thinking skills, usage of languages and grammar as well as Mathematics
skills throughout the project.
After doing this project, the student will be able to master and understand more on
the applications of Technical Mathematics II that they learnt in their syllabus. The
students can also learnt some values during the completion of the project such as to learn
how to work together or to be cooperative, improving their communication skills,
responsibility and also not to give up easily on the task given.

II
OBJECTIVE OF THE PROJECT
Technical Mathematics II is one of the compulsory subjects for aviations students.
All of the students would have to carry out a project work based on anything topic and
must be submitted in four weeks time.The objective of carrying out this project are:

1.

to apply and adapt a variety of problem-solving strategies that we had learnt to solve
the problems.

2.

our thinking skills can be improved.

3.

promotes effective mathematical communication. Our confidence and interest


towards Mathematics will be increase through solving various types of problems.

4.

to use the language of Mathematics to express Mathematical ideas precisely.

5.

stimulates and enhances effective earning.

6.

to develop our positive attitude towards Mathematics. This makes the lesson to be
more fun, useful and meaningful.

III
ABSTRACT
The purpose of this exploratory study is to better understand the current dynamics of
the Malaysian market for smart-phone and the usage behaviors of consumers. This paper
presents the result of a survey on the trend of smart-phone from the perspective of end
consumers. The data was collected from 1814 respondents across major cities in
Malaysia. This study has looked into the familiarity of users towards smart-phones,
choices of smart-phone brand and service providers, and most importantly the
determinants that influence their purchasing decision. Additionally, the consumers
preferences on smart-phone specifications such as design, computing power, operating
platform, and price were investigated. Furthermore, consumers usage behaviors such as
using smart-phone for email, web browsing, gaming, and document reading were
examined. The statistics presented provides fundamental information regarding the trends
in the smart-phone market and usage behaviors in Malaysia. Such information are useful
for academics for the development of future works in the field, whereas for smart-phone
manufacturers, application developers and other stakeholders, they are able to plan their
direction in the Malaysian smart-phone market.

IV
CHAPTER 1
INTRODUCTION

1.1 Background
Mobile phones aren't just a rich person's fashion today. It is transforming the way
thousands of people do business in a country where even land-line phones were a luxury
a decade ago. As an essential element of daily life, the purchase of a mobile phone is an
important decision with a variety of mobile phone brands available to choose from. Each
mobile phone manufacturer consistently updates their offerings with the latest
technological updates and many customers have a preferred brand that suits them or a
brand they have become familiar with. Across the globe, even people with low incomes
are now adopting cellular phones as tools for enhancing their business.
According to Oxford English Dictionary one of the earliest uses of word "mobile"
was in association with the Latin phrase "mobile vulgus", i.e. excitable crowd. Today's
mobile phones live up to these origins. Cell phone technology introduces new senses of
speed and connectivity to social life. If the fixed line telephone has brought
communication links into the workplace and homes, the "mobile" puts them straight into
the hands of numbers and varieties of individuals.
Mobile phone usage has proliferated in recent years. Some areas of the world have
enjoyed rapid deployment and high penetration of mobile telephony. 70% of the worlds
population own at least one mobile phone. Based on the statistics, children in United
States now are more likely to own a mobile phone than a book, with 85% of kids owning
a phone as to only 73% owning books. Without exception, Malaysia is one of the
countries riding the wave of telecommunication evolution. Mobile phone usage in
Malaysia has gained the ever increasing momentum. It is reported that 85% of
Malaysians own mobile phone(s).

Most of the mobile phones nowadays are addressed as smart-phone, as they offer
more advanced computing power and connectivity than a contemporary mobile phone.
Along with the smart-phone fundamental capabilities to make voice call, video call, SMS,
and MMS, smart-phones have been re-positioned as a new information medium . In
other words, smart-phones have extended list of information processing functionalities
such as managing personal time schedule, accessing Internet contents, editing documents,
utilizing location-awareness function, and many other exciting applications. Nonetheless,
no matter how smart the smart-phone is; it will not result in expected benefits and
effectiveness, if they are not being utilized .
With the sheer size of smart-phone market, it influences the economic growth in a
country and provides job opportunities in the economic chain . The market opportunities
for mobile phone software and mobile contents are huge and attractive. For instance, the
sales for ring-tone download in Europe and Japan totaled US$5 billion in 2003.
Regardless of the macro impact of the smart-phone market, the demands largely depend
on the individual consumers. Hence, an understanding of the smart-phone market and
trends from the perspective of consumers are valuable.

2
1.2 Problem Statement
In present context, mobile phone has a huge impact in lives of people daily. In our
country the mobile phone industry is still in its growth stage, as compared to the
industrially advanced countries. It is for the fact that the economy of our country has been
in the developing stage. Now-a-days, the customers are more dynamic. Their taste, needs
and preference are changing with the advancement in technology and communication
with the outside world.
With the increase in mobile phone brands in the market, lots of mobile dealers are
cropping up old established brands and new brand of mobiles are entering the market.
With the increase in competition locally as well as from global dealers, Malaysian mobile
phone dealers are coming up with new and promotional campaigns and schemes to attract
the customers. Such information are vitally important for both academics and
practitioners. From the academic viewpoint, the overview of the smart-phone market in
Malaysia provides them a foundation where they further design their research. On the
other hands, practitioners such as mobile phone manufacturers, application developers,
and relevant stakeholders in the industry would greatly appreciated the information as
they can be used to strategize their marketing strategies, and plan for the future
directions.
This research is guided towards determining the preferences of various mobile phone
brands by Malaysian customers. The major problems identified regarding the mobile
phone brands is to determine the most preferred brand and to identify the attributes which
are significant in preference of a specific brand.

3
This research aims at determining how the promotion campaigns of mobile phones
have made consumers aware about the different brands of mobile phones. Understanding
the type of mobile phone a buyer prefers is a major concern for marketers. This research
will help in determining the choice of mobile phone consumer prefers according to their
age, income level and educational background inside as well as outside University Kuala
Lumpur Malaysian Institute of Aviation Technology (UniKL MIAT) and thus selling the
brands accordingly which would also help to reduce the risk of the marketer.

4
1.3 Research Objectives
The main objective of this study is to understand the mobile brand preference and the
various factors affecting the choice of brand. The objectives of the study are as follows:
To identify the profiles of customers of specific brand by gender, age, locality and
education level.
To determine the preferences of mobile phone brands by Malaysian customers.
To identify the product attributes sought by consumers in the mobile phone brand.
To assess the customer's perception on brand preference.
To determine what people expect from various mobile phone brands.
To understand the trend in mobile phone usage by customers.
1.4 Research Question
The main question of this study is how to understand the mobile brand preference and the
various factors affecting the choice of brand. The questions of the study are as follows:
What the profiles of customers of specific brand by gender, age, locality and
education level?
What the preferences of mobile phone brands by Malaysian customers?
How the product attributes sought by consumers in the mobile phone brand?
What are the customer's perception on brand preference?
What people expect from various mobile phone brands?
What the trend in mobile phone usage by customers?

5
1.5 Significance of the study
Successful marketing of products demand a thorough understanding of customer's
taste, choice, preference etc. This study is focused on assessing the buyers in terms of
"brand preference". This study will be significant in the following grounds:
Findings of the study will help marketers understand brand preference practices in
mobile phone market. It will give information about level of customer involvement
in brand searching, analyzing attributes and brand choice for the high involvement
product mobile phones. It will also help to develop the profile of specific customer of
brands.
It will be useful in creating most favourable brand by knowing the buyer perception
and response. Marketers can trace out important reasons for brand preference and can
focus according to choice, perception and preference of buyers.
Deeper understanding of brand preference of customers can help managers to design
marketing strategy that will concentrate on customers.
It will be a valuable reference for scholars and researchers to conduct further similar
research.

1.6 Definition of Key Terms


The definition is taken from online Thesaurus: Find Synonym and Antonym of Words.
Key Terms
Mobile phone

Definition
Any wireless telephone that operates over a relatively large area, as a cellular

Smart-phone

phone or PCS phone.


A device that combines a cell phone with a hand-held computer, typically

Usage behavior

offering Internet access, data storage, email capability, etc.


The act, manner or amount of conducting oneself.

Market Survey

(Marketing) the study of influences upon customer and consumer behavior and

Consumers Study

the analysis of market characteristics and trends.


It is the study of consumers and the processes they use to choose, use
(consume), and dispose of products and services.

CHAPTER 2
LITERATURE REVIEW

2.1 Literature Review


For the research, various literatures were reviewed that were relevant in gathering
information.
Customer Satisfaction
According to Philip Kotler consumer satisfaction is defined on, personal feeling of
pleasure resulting from comparing a products pursued performance in relation to his or
her expectations. Consumer attitude measurements are taken on either potential buries or
existing clients buries in order to identify their characteristics. Consumers survey can
provide the researcher with a wealth of information, valuable of the marketing function.
Customer satisfaction is one of the main objectives of any organization. Every
organization tries to know how satisfied their customers from their products. In general
satisfaction is a persons feelings of pleasure or disappointment resulting from comparing
a products perceived performance in relation to his or her expectations. If the
performance is below expectations, the customer is dissatisfied. If the performance
matches the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied.
Many companies aim for high satisfaction because customers who are just satisfied
still find it easy to switch when a better offer comes along. Those who are highly satisfied
are much less ready to switch. High satisfaction or delight creates an emotional bond with
the brand, not just a rational preference. The result is high customer loyalty.
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Brand Preference and purchase intention

Brand is the "name, term, design, symbol, or any other feature that identifies one
seller's good or service as distinct from those of other sellers. One of the indicators of the
strength of a brand in the hearts and minds of customers, brand preference represents
which brands are preferred under assumptions of equality in price and availability. It can
be defined as the priority that the buyer or consumer gives to a brand. It is revealed in the
purchase and use of one brand and not of competitive brands.
How does consumer process competitive brand information and make a final value
judgement? The consumer arrive at attitude towards various brand through preference
among the brand in the choice set. However two factors can intervene between the
purchase intention and purchase decision. The first factor is attitude of another. The
extent to which person's attitude reduces one's preferred alternative depends on the
intensity of other person's negative attitude towards consumer's preferred alternative and
consumer's motivation to comply with the other person's wishes.
The stage of consumer decision making process for the purchase shown in the
hierarchy of effect model is awareness, knowledge, liking, preference, conviction and
purchase.
Awareness: the ability of the consumer to recall a brand name either with or without
prompting.
Knowledge: the ability of consumer to describe the important attributes of a product
or services.
Liking: the attitude of consumer toward a product or services.
Preferences: the degree to which a consumer feels more positive about a product or
services relative to other offering.
Conviction: the likelihood that the consumer will purchase the product or services.
Purchase: the acquisition of a product or service.

9
Brand Preference, Product Attributes, and Marketing Mix Variables in Technology
Product Markets (S. Sriram and Ramya Neelamegham)

The research done on above topic concludes that the attractiveness of a brand's
product line changes over time with entry and exit of new models and with changes in
attribute and price levels. In order to account for the potential correlation in the
preferences of models offered by a particular brand (e.g., Sony), relative model
preferences are captured via their attributes and prices. Authors have allowed for
heterogeneity across consumers in their preferences for these attributes and in their price
sensitivities in addition to heterogeneity in consumers' intrinsic brand preferences. To
allow for time-varying intrinsic brand preferences, they have used a state-space model
based on the Kalman filter, which captures the influence of marketing actions such as
brand-level advertising on the dynamics of intrinsic brand preferences. Hence, the
proposed model accounts for the effects of brand preferences, model attributes and
marketing mix variables on consumer choice. They have estimated model parameters on
data for the U.S. digital camera market. Overall, finding was that the effect of dynamics
in the intrinsic brand preference is greater than the corresponding effect of the dynamics
in the brand's product line attractiveness. Assuming plausible profit margins, the authors
have evaluated that the effect of increasing the advertising expenditures for the largest
and the smallest brands category can increase their profitability by increasing their
advertising expenditures. They have also analyzed the impact of modifying a camera
model's attributes on its profits. Such an analysis could potentially be used to evaluate if
product development efforts would be profitable.

10
Mobile Phone Operator Brand Preference (Anthony Dadzie, November 2011)

The author Anthony Dadzie conducted a study and the findings are most of the
respondent consumers were aware of mobile phone operator brands despite having come
across few operator service advertisements. Young males, mainly students in the tertiary
institutions, single and of Christian affiliations, dominated the market. Four factors were
identified as key determinants of mobile phone operator service choice, namely
promotion, price and availability of product, attractive packaging and product quality.
There is need for mobile phone operators to incorporate these findings in the formulation
of responsive marketing strategies.

11
Teens and Mobile Phones
by Amanda Lenhart, Rich Ling, Scott Campbell, Kristen Purcell, Apr 20, 2010

This study is based on the 2009 Parent-Teen Cell Phone usage Survey which
obtained telephone interviews with a nationally representative sample of 800 teens age
12-to-17 years-old and their parents living in the continental United States and conducted
in 4 U.S. cities in June and October 2009 with teens between the ages of 12 and 18. The
survey was conducted by Princeton Survey Research Associates International. The
interviews were done in English by Princeton Data Source, LLC from June 26 to
September 24, 2009. Statistical results are weighted to correct known demographic
discrepancies.
The research concludes that mobile phone usage and daily text messaging among
American teens has shot up in the past 18 months, from 38% of teens texting friends daily
in February of 2008 to 54% of teens texting daily in September 2009. And it's not just
frequency teens are sending enormous quantities of text messages a day. Half of teens
send 50 or more text messages a day, or 1,500 texts a month, and one in three send more
than 100 texts a day, or more than 3,000 texts a month. Older teen girls ages 14-17 lead
the charge on text messaging, averaging 100 messages a day for the entire cohort. The
youngest teen boys are the most resistant to texting averaging 20 messages per day.
Text messaging has become the primary way that teens reach their friends, surpassing
face-to-face contact, email, instant messaging and voice calling as the go-to daily
communication tool for this age group. However, voice calling is still the preferred mode
for reaching parents for most teens. This research thus highlights the importance of
mobile phone attributes such as text messaging and what marketers need to consider
while developing a brand of mobile phone for the target customers.

12
Cell phone users and preference for brand
by Harris Interactive

According to the latest survey of cell phone users by Harris Interactive, 54 per cent
of U.S. adult cell phone users say they have no preference for an existing brand or a new
one offered by their service provider. Meanwhile, the rest differ in opinion between
interest in a new brand 27 per cent and an existing brand 19 per cent. The survey also
showed that 64 per cent of respondents agree that more competition among cell phone
manufacturers will lead to product innovation. 40 per cent believe it will ensure more
choices in the marketplace.
According to the survey, there is some skepticism about cellular service providers
offering their own brand of phones, and approximately one-third think this actually may
result in decreased competition and higher prices in the long run. Around 30 per cent
agree that smaller wireless service providers who cannot manufacture their own phones
will go out of business, and another 21 per cent feels that wireless service providers lack
the design skills to build quality handsets.
"Cellphone manufacturing by the large wireless service providers is the next logical
step in this market," said Joe Porus, cell phone vice president and chief architect for the
Harris Interactive technology. "If they can pull this off, it will give their bottom lines a
nice lift, but a failed entry here could start a new phase of consolidations in the industry.
This apple is likely too tempting to leave on the tree new cell phones could be coming
your way soon."

13
CHAPTER 3
RESEARCH METODOLOGY

3.1 Research Plan and Design


The main purpose of study is to find out the mobile brand preferences of respondents
inside University Kuala Lumpur Malaysian Institute of Aviation Technology (UniKL
MIAT) from various gender and income level. An exploratory research was carried out to
achieve this purpose. The research is quantitative in nature. The data collected is analyzed
statistically to interpret findings and results. Primary as well as secondary sources are
used. For primary sources of data, questionnaire was used. For secondary data, various
sources like internet, books, and journals are used.
3.2 Population and Sample
The population for this study is comprised of all people in University Kuala Lumpur
Malaysian Institute of Aviation Technology (UniKL MIAT) who possess a mobile phone.
For this purpose convenience sampling method is used. To gather the primary
information on preference of consumers, questionnaire survey was conducted with 28
respondents.

14
3.3 Description of the Sample

3.3.1 Sampling Frame


All the people of Malaysia (UniKL MIATs students among 450 students of
Semester 2) who possess a mobile phone.
3.3.2 Sample unit
The sample unit for this study is of different background students.
3.3.3 Determination of Sample
The size of the sample is 28. The sample is not divided into sub samples.
3.3.4 Sampling method
For this study, non-probability sampling is used. It is because determining the
population size of people preferring various mobile phone brands is difficult.
Therefore, sampling method used is the convenience quota sampling.
3.4 Instrumentation
The instrument used for this research is questionnaire. The questionnaire included 9
questions that included demographic questions as well as questions regarding customer's
brand preference and attributes choice on mobile phone. The questionnaire will focus
more on the qualitative aspect of the respondents than the quantitative aspects because of
the nature of the research. Questionnaire will consist of various types of question such as
ranking scale questionnaires, single response questions, multiple response questions,
LIKERT scale and others. Likewise, a structured questionnaire design will be used.

15
3.5 Data collection Procedure

Both primary and secondary source of data are used while conducting the research.
The researcher has used secondary sources of data like internet, journals; reports for
background study, literature review and problem identification of the research. The
researcher has used primary source of data via questionnaire. Questionnaire was
distributed to 28 respondents. While selecting the respondents the researcher has ensured
that the data are homogeneous in nature and is distributed in my class, 2AEM1. I have
used the age of 19. The questionnaires are self-administered as well as researcher
administered.
3.6 Validity and Reliability
For validity, questionnaires were reviewed with the help of experts opinions and
suggestions. Past questionnaires were also referred from reports carried out on similar
topics. The questionnaire will ensure that it meets the research objective.
For reliability, the researcher has administered the question personally to each
respondent so that there is no inconsistency in answering the question. The results and
findings of the research has also been compared with results of similar research. If degree
of variance is excessively large, the research will be investigated for reliability. Internal
consistency reliability will also be tested using LIKERT scale.

16
3.7 Limitation of Study

The research will have the following limitations:


The research has been prepared within a span of one month and thus there was
limited time for conducting the research and literature review.
The research is based on the sample size of 28 and mainly quantitative measure was
taken to measure the brand preference of mobile phones among customers.
The age group has been selected at age 19 so as to reduce the response error and to
easier to conduct this small research.
Opinions of respondents have been taken as a sense of truth which may not be
correct.
Research is limited to within UniKL MIATs students.

17
CHAPTER 4

DATA ANALYSIS

In this chapter,the information collected from the questionnaire is analyzed as follows:


4.1 Distribution by Gender
Table 1: Distribution by Gender
Gender

Frequency

Percent (%)

Male

25

89.3

Female

10.7

Total

28

100.0

Pie Chart 1: Distribution by Gender

The table and pie chart show that 89.3% of the sample size is male and remaining 10.7%
is female. So, we can conclude that the mobile phones brand preference is higher in males
than in female.
4.2 Distribution by Income Level

18

Table 2: Distribution by Income Level


Monthly Family Income
Less than RM5000
RM5000- RM15000
More than RM15000
Total

Frequency (n)
8
15
5
28

Percent (%)
28.6
53.6
17.8
100.0

Pie Chart 2: Distribution by Income Level

Gender
17.80%
Male

Female
Total

Frequency

Percent (%)

25

89.3

3
28.60%
28

10.7
100.0

53.60%

The table and pie chart show that 28.6% of the youths have monthly family income less
than RM5000; 53.6% have between RM5000-15000 while 17.8% have monthly family
income more than RM15000.

19
4.3 Distribution by Price Range
Table 3: Distribution by Price Range

Price Range (RM)


Below 100
100-500
500-1000
1000-2000
Above 2000
Total

Frequency
4
7
8
8
1
28

Percent (%)
14.2
25.0
28.6
28.6
3.6
100.0

Pie Chart 3: Distribution by Price Range


3.60%

14.20%

Price Range (RM)

28.60%
25.00%

28.60%

The table and pie chart show that 14.2% of youth possess mobile phone of price range
less than RM100; 25.0% have between RM100-500; 28.6% have mobile phone between
price range RM500-1000 shared with the price range RM1000-2000 and 3.6% youth have
mobile phone of price range above RM2000.
20
4.4 Descriptive Statistics of Brand of Mobile Preferred
Table 4: Descriptive Statistics of Brand of Mobile Preferred

Brand of Mobile Phone

Frequency (n)

Percent (%)

Lenovo

32.1

Samsung

3.6

Oppo

14.4

Asus

7.1

iPhone

21.4

Others

21.4

TOTAL

28

100.0

Pie Chart 4: Descriptive Statistics of Brand of Mobile Preferred

The table and pie chart show that Lenovo is mostly preferred by youth with 32.10% while
Samsung brand is the least preferred mobile phone brand with the 3.60%.
4.5 Analysis between Gender and Current Mobile Brand Usage
Table 5: Analysis between Gender and Current Mobile Brand Usage

21

Current Mobile Phone

Gender
Male

Count

Lenovo
7

Samsung
-

Oppo
4

Asus
2

iPhone
6

Others
6

Total
25

Female

% within
Gender
Count

28.00%
2

16.00%
-

8.00%
-

24.00%
-

24.00%
-

100.00%
3

Total

% within
Gender
Count

66.70%
9

33.30%
1

100.00%
28

% within
Gender

32.10%

3.60%

14.40%

7.10%

21.40%

21.40%

100.00%

Bar Chart 5: Analysis between Gender and Current Mobile Brand Usage

The table and bar chart shows that both male and female use various mobile phone
brands with the highest count of 28.00% on Lenovo by Male and 66.70% on Lenovo by
female respectively.
4.6 Analysis between Monthly Family Income and Price Range
Table 6: Analysis between Monthly Family Income and Price Range

22

Price Range (RM)


Monthly
Family
Income

Below

Above

(RM)

100

100-500

500-1000

1000-2000

2000

Total

Family Income

37.50%

37.50%

25.00%

100.00%

Count
% within

15

Family Income

20.00%

20.00%

33.30%

26.70%

100.00%

Count
% within

Family Income

20.00%

20.00%

40.00%

20.00%

100.00%

Count
% within

28

10.70%

25.00%

32.10%

28.60%

3.60%

100.00%

Less than
5000

Count
% within
Monthly

5000 15,000

Monthly
More than
15,000

Monthly
Total

Monthly
Family Income

23
Bar Chart 6: Analysis between Monthly Family Income and Price Range

Monthly
Family
Income (RM)

Price Range (RM)

The table and bar chart shows that the youths of all income levels are not affected by
the price of their preferred mobile phone brands.
However, youths from monthly family earning less than RM 5000 are most likely to
buy mobile brands of price range of between RM100-500 (37.5%) shared with the price
range between RM500-1000 while youths from monthly family earning RM5000-15000
are mostly likely to buy mobile from price range between RM500-1000 (33.30%) and
youth from monthly family income above RM15000 are likely to buy mobile phone of
price range between RM1000-2000 (40%).

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4.7 Analysis of Likert Scale
(*This analysis is based on data collection due to questionnaire form in Appendix 2.)
Table 7: Analysis of Likert Scale
Rank on the scale of 6, highest usage get a score of 6

Vote out of 588


( )
Use mostly for
call
Statement
Use
mostly for
messaging
Use mostly for
Internet
Use mostly for
songs and
multimedia
Use mostly for
camera
Use mostly for
memory

28

Frequency (n)
28
28

Std. Deviation

72

2.571

68

Mean

152

5.429

1.513

1.230

124

4.429

1.069

1.034

90

3.214

2.619

1.618

2.929

1.921

1.386

2.429

1.958
1.810
Variance

1.399
1.345

28
28
28

82

The table shows that the youths use their mobile phone mostly for all six purposes.
However, they use their mobile phones mostly for internet and for songs and multimedia.
They use their mobile phone least for call.

25
4.8 Analysis of Current Mobile Brand Usage
Pie Chart 8: Frequency of Current Mobile Brand Usage

Mean of current mobile brand usage using the formula:


=9+1+4+2+6+6
6
= 28
6
= 4.667
Variance of current mobile brand usage using the formula:

(9 4.667) (14.667) (4 4.]667) (2 4.667) (6 4.667) (6 4.667)


2

= 1 [

5
= 1 [

(4.333) (3.667) (0].667) (2.667) (1.333) (1.333)


2

5
= 1

( 8.1 7 5)( 3.1 4 7)()0.4 5)(7.1 3)((1.7


7)(1.7 77) (.18113
[ (18.775) (13.(18.447
7 5) (13.4 7)()0.4 5)(7.1 3)((1.77) (10.7 7) .445
.775) ()13.447()1 (.777
0.445) )(7.113()1 (1..777
777) (1.)777)

]
5
= 1 [ 43.334]
5
= 8.667

26

Standard deviation of current mobile brand usage using the formula: s ( x )

s(x) =var(x)
= 2.944

8.667

var( x)

Based on the calculation, we can verify that mean, variance and standard deviation of
current mobile brand usage are; 4.667, 8.667 and 2.944 respectively.

27
CHAPTER 5
CONCLUSION

Mobile phones are an essential element of daily life today. We accept mobile phones
as a part of our everyday lives and an important means of getting in touch with the world
around us despite our busy schedules. The purchase of a mobile phone is an important
decision with a variety of mobile phone brands available to choose from. With the strong
presence of different brands, many the brand war among leading mobile brands has
provided the Malaysian market with better mobile sets and variety of features.
As the time has moved on, the number of users of mobile phones have increased
tremendously. The use of mobile phone for making phone calls have changed with the
introduction of smart phones and wireless technology. User preference has shifted from
using mobile phone merely as a means of communication to using it as a storage device,
getting connect to social media and conducting business through mobile phones and
making lot of money. Male and female brand attribute preference are different, the way
they prefer one brand over others in the market.

28
There are several brand of mobile phones in the market that offers variety of
attributes at different price ranges for the people. There is high competition among the
brands i.e. the potential and the real competitors. Its very visible that youths are more
inclined towards the brand with new technologies and new attributes irrespective of their
prices. Following conclusion can be drawn from the research conducted:

Monthly family income of youth not so much affects the price range they buy their
mobile brand.
Most of the respondents prefer iPhone and others mobile brand while Samsung
mobile brand was found to be least preferred by youth.
Most of the youth in UniKL MIAT possess mobile phone of price range between
RM500-1000 while very few possess mobile brand of price range above RM2000.
Mobile phone usage purpose such as call, camera, memory etc determines the choice
of brand for the users.

29
BIBLIOGRAPHY

Zikmund, W. (2007). Business Research Methodology

Thomson Southwestern.(Megan, 2011) Sriram, S., Neelamegham, .R (n.d.). Brand


Preference, Product Attributes, and Marketing Mix Variables in Technology Product
Markets
Anthony Dadzie, A., ( 2011 November). Mobile Phone Operator Brand Preference
Lenhart, A., Ling, R., Campbell, S., Purcell, K., (2010 April 2013). Teens and Mobile
Phones
Retrieved 2013, from http://www.pewinternet.org/files/oldmedia/Files/Reports/2013/PIP_TeensandTechnology2013.pdf
Harris (n.d.). Cell phone users and preference for brand
Wikipedia. (n.d.). Retrieved April 03, 2013, from
www.wikipedia.com: http://en.wikipedia.org/wiki/List of mobile phone brands
Wikipedia. (n.d.). Retrieved April 03, 2013, from
www.wikipedia.com: http://en.wikipedia.org/wiki/Branding
Retrieved from 2012 , from http://a-study-of-the-trend-of-smartphone-andits-usage-behavior-inmalaysia.pdf

30
APPENDIX 1
BRAND PREFERENCE OF MOBILE PHONES OF STUDENTS OF MALAYSIAN
This is Mohd Azrul Arief bin Mohd Azmi from University Kuala Lumpur Malaysian
Institute of Aviation Technology (UniKL MIAT Semester II) and I am conducting a small
research on the above topic. The information provided will be kept confidential and will

be used solely for academic research under the subject of Technical Mathematics II .
Your response is highly appreciated.
Question Number :
Please tick one

for each criteria group.

Section A: Personal Information


1. Gender
1. Male

2. Age
19

3. Permanent Address
1. UniKL MIAT

2. Female
4. Literacy Level

5. Monthly Family Income

1. Diploma

(in RM)
1. Less than 5000
2. 5000-15,000
3. More than 15,000

31

Section B : About mobile phones


Q6 Which mobile phone you are using?
1. Lenovo

4. Asus

2. Samsung

5. Iphone

3. Oppo

6. Others (Specify) ................

Q7 On what price range does your mobile fall?


1. Below RM 100

4. RM1000-2000

2. RM 100-500

5. Above RM2000

3. RM 500-1000
Q8 Why you did choose this brand over others ? (You can select more than one)
1. Better features
2. Reasonable price
3. Better outlook
4. Catchy advertisement
5. Satisfied by friends/peers with the brand
6. Others (Specify) .....................................
Q9 For what purpose do you use your mobile mostly?
( Rank on the scale of 6, highest usage get a score of 6 )
Example
1. Call

1. Call

2. Messaging (SMS)

2. Messaging (SMS)

3. Internet (*Studying, business,e-mail,GPS)

3. Internet

4. Songs and multimedia

4. Songs and multimedia

5. Camera

5. Camera

6. Memory

6. Memory

32
APPENDIX 2
DATA COLLECTION PURPOSE OF MOBILE PHONES OF STUDENTS OF
MALAYSIAN

Student

Call

Messaging
(SMS)

Internet

Song and
Multimedia

Camera

Memory

Total

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28

1
1
1
2
2
6
1
4
3
3
2
1
4
2
4
5
3
1
1
3
2
4
2
2
1
4
3
4

2
2
2
1
1
5
2
5
1
1
1
2
3
4
3
4
4
2
4
4
1
1
1
3
2
1
4
2

6
6
6
4
3
2
6
6
6
6
6
6
5
6
6
2
6
4
6
6
6
6
6
6
6
6
6
6
TOTAL VOTE

3
3
5
5
4
3
3
3
2
5
4
4
6
5
5
6
5
5
5
5
5
5
5
5
5
3
5
5

5
4
3
6
6
1
5
1
4
4
5
3
2
3
1
1
2
6
3
1
4
3
4
4
3
2
1
3

4
5
4
3
5
4
4
2
5
2
3
5
1
1
2
3
1
3
2
2
3
2
3
1
4
5
2
1

21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
21
588

332