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 A MARKET RESEARCH PRESENTATION ON Brand Preference of Mobile Phones Among Gujarat’s College Students
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business research by Gladiators

May 30, 2018

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Page 1: business research by  Gladiators

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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 

Others

Newspaper Articles

Online Research Articles

News Channel Advertisements

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   T  h a n  k 

  T  h a n  k 

  Y o u  Y o u