A MARKET RESEARCH PRESENTATION ON Brand Preference of Mobile Phones Among Gujarat’s College Students
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A
MARKETRESEARCH
PRESENTATION
ON
BrandPreference of Mobile
Phones Among Gujarat’s
College Students
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g
Presented ByPresented By
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Introduction Scope of Research Research Objectives
Research Methodology Data Presentation Data Analysis and Interpretation Recommendations Experiences Limitations References
Case At GlanceCase At Glance
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Definition of Mobile Phone
It is a long-range, portable electronic device used
for mobile communication.
Value added features
In addition to the standard voice function of a
telephone, current mobile phones can supportmany additional services such as SMS for text
messaging, email, packet switching for access to
the Internet, and MMS for sending and receiving
photos and video.
IntroductionIntroduction
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NOKIA
MOTOROLA
SAMSUNG
LG
SONY ERICSSON
OTHERS
Key Players in Telecom MarketKey Players in Telecom Market
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Scope of ResearchScope of Research
The research of brand preference of mobile phonesis to know about which brand of phone is popular
among the youngsters, particularly college students.
It helps us to know what are the weighted criteria's
on which a student choose a particular brand whenhe/she purchases a new handset.
The research will help to learn about the growing
telecom sector in India.
The research will also focus light on all
financial/nonfinancial factors a student consider at the
time of purchase of a new mobile phone.
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Primary Objective
To study the perception and buying behavior of college
students towards various mobile brands.
Secondary Objectives
To know about the student preference level associated
with different mobile phones.
To find out the students satisfaction towards the various
mobile phones.
To know major features which a student looks for in a
mobile before making a purchase.
Objectives of ResearchObjectives of Research
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To find out factors that influence decision-making in
purchasing a mobile phone.
To know which advertisement media puts more impact
on the buying decision of students.
To find out factors that help in increasing the sale of mobile phones.
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Research Type : Descriptive Research
Sample Size : 6 Respondents
Sampling Unit : College Students
Sampling Area : Ahmedabad, Anand, Nadiad,
Vadodara
Sampling Method : Non Probability Sampling
Source of Data : Primary
Method of Communication : Personal Interview,
Telephonic Interview
Research MethodologyResearch Methodology
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Questionnaire Type : Close Ended Questionnaire
Questionnaire : Survey_Questionnaire.doc
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Sample InformationSample InformationName Education College / University
Mr. Akash Patel B.C.A. Dharmsinh DesaiUniversity, Nadiad
Mr. Karan Patel B.C.A. N.V.Patel Institute,Anand
Mr. PriyankBhrahmbhatt
B.B.A. Dharmsinh DesaiUniversity, Nadiad
Mr. Anand Gajjar M.B.A. Som Lalit Institute,
Ahmedabad
Mr. Maulik Shah B.C.A. P. M .Patel Institute,Anand
Mrs. Neha Seikh M.Com. M. S. Univeristy,
Vadodara
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Sex Ratio of Respondents
Particulars Number %
Male 5 83
Female 1 17
Data RepresentationData Representation
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83%
17%
Gender
Male
Female
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Q-1 Occupation of Respondent’s family.
Table Number – 1
Particulars Number %
Service 3 50
Business 3 50
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50%50%
Occupation
Service
Business
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Q-2 Income Level of Respondent’s family.
Table Number – 2
Particulars Number %
Below 10000 1 17
10000-15000 3 50
Above 15000 2 33
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17%
50%
33%
Income Level
<10000
10000-15000
>15000
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Q-3 Educational Background of Respondent’s
parents.
Table Number – 3
Particulars Number %
Graduate 4 67
Post Graduate 2 33
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67%
33%
Educational Level
Graduate
Post Graduate
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Q-4 Which mobile phone you are currently
using?
Table Number – 4
Particulars Number %
Nokia 2 33
LG 1 17
Samsung 1 17
Motorola 1 17
Sony Ericsson 1 16
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33%
17%17%
17%
16%
Handset Company
Nokia
Samsung
LG
Motorola
SonyEricsson
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Q-5 Who influence you to purchase this
mobile phone?
Table Number – 5
Particulars Number %
Family 1 17
Friends 3 50
Relatives 1 17
Professionals 1 16
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17%
50%
17%
16%
Influencer
Family
Friends
Relatives
Professionals
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Q-6 What features do you like most in your
mobile phone?
Table Number – 6
Particulars Number %
Memory Size 2 33
Slimness 2 33
Bluetooth 1 17
Camera 1 17
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33%
33%
17%
17%
Features
Memory SizeSlimnessBluetoothCamera
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Q-7 How often do you change the mobile
phone?
Table Number – 7Particulars Number %
< 1 Year 0 0
1-2 Year 1 17
2-4 Year 3 50
> 4 Year 1 17
Never Change 1 16
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0%
17%
50%
17%
16%
Mobile Change
<1 Year
1-2 Year
2-4 Year
>4 Year Never
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Q-8 Which mobile phone do you like to
purchase in future?
Table Number – 8Particulars Number %
Nokia 2 33
LG 1 17
Spice 0 0
Motorola 1 17
Sony Ericsson 2 33
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33%
0%17%17%
33%
Handset Company
Nokia
Spice
LG
Motorola
SonyEricsson
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Q-9 Where did you often see the mobile
advertisement?
Table Number – 9
Particulars Number %
Newspaper 1 17
Television 3 50
Internet 1 17
Magazine 1 16
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17%
50%
17%
16%
Advertisement
Newspaper
Television
Internet
Magazine
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Q-10 Which of the following impress you
most about mobile brand?
Table Number – 10
Particulars Number %
Slogan 1 17
Logo 0 0
Brand Ambassador 3 50
Advertisement 2 33
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17% 0%
50%
33%
Brand Impression
Slogan
Logo
BrandAmbessador
Advertisement
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FindingsFindings
The survey includes 87% of male respondents.
All respondents are coming from well educated
family background.
50% of respondents having monthly family
income between 10,000-20,000.
33% of students having Nokia phone and would
like to purchase Nokia and Sony Ericsson brand infuture.
Friends are main influencer of mobile phone
purchase decision.
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Memory Size and Slimness are most attractive
features among students.
50% of students change their mobile phone
between 2 to 4 years.
Television is best striking media for
advertisement.
Most of the students are attracted by Brand
Ambassador.
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t-Test for Purchase Pricet-Test for Purchase Price Ho: Purchase Price > 15000 Rs.
H1: Purchase Price < 15000 Rs.
Assumptions: Sample Mean = 10000 Rs.
Sample Standard Deviation=2000 Rs.
Level of Significance = 0.10Level of Confidence = 0.90
Normally Distributed Data
Result: Do not reject null hypothesis
Conclusion: Students are ready to pay more than
15000 Rs. for their mobile phone.
Solution: t-Test.xlsx
R d tiR d ti
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RecommendationsRecommendations Companies should have to hire most favorite
celebrity as their brand ambassador to attract
students.
Companies should have to focus on television
for their advertisement because of most common
medium of entertainment among students.
Company like Spice should have increase their
promotional campaign to attract students.
Companies should have increase awareness
about 3G service, video conferencing.
Companies should increase features and charge
prices near to 15000 for their mobile phone.
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ExperiencesExperiences
We are able to understand the consumers
behavior at various level of time.
We get an experience of how to handle the
consumers for various questions asked.
It was very hard to convince the consumers to
spend their some time in filling up the
questionnaire.
From the survey we came to know why NOKIA
mobiles are preferred more.
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Limitations of ResearchLimitations of Research
Small sample size of 6 students is taken, so we
can not draw significant inferences about thepopulation from this research.
Time period is short and resource constraints.
The scope of the project is limited to the city of
Nadiad, Anand, Ahmadabad and Vadodara. So, we
can not say that the same response will exist
throughout Gujarat.
This study is based on the prevailing student’s
satisfaction. But the student’s satisfaction may
change according to time, fashion, technology,
development etc.
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ReferencesReferences
Websites
www.motorola.co.in
www.nokia.com
www.lg.co.in
BooksBook Name : Business Research Methods (9th Ed.)
Publication : The McGraw-Hill Companies
Authors : Donald R Cooper, Pamela S Schindler
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