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An Analysis on the Extent of Satisfaction in
Buying Nokia Cell Phone Products among JRU
Graduate School Chinese Student
MELJUN CORTES
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MELJUN CORTES
10/18/2013 2
INTRODUCTION
The Nokia is experiencing toughcompetition with other mobile phone
manufacturers. Its market share has
diminished but still has a strong brand
association among consumers especially
in Europe and some parts of Asia. This
made the researcher study about Nokia
and its marketability among JRUGraduate School students.
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RESEARCH PARADIGM
I. Profile of the
Respondents
Name(Optional)
AgeGender
II. Competitive
Strategic Analysis
of Nokia cell Phone.
Product
Price
Place
Promotion
I. Survey
(Questionnaire)
II.Analysis
A Multiple
Regression1. F-Test
2. T-Test
III. Presentation
of Data
IV. Conclusion &
Recommendation
Extent of
Satisfaction on
buying Nokia cell
phone products1. Acceptability
2. Awareness
3. Preference
4. Image
Input Process Output
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STATEMENT OF THE PROBLEM1. Determine the respondent's profile in terms
of the following variables:
1.1 Age1.2 Gender
2. Make the competitive advantage analyses
of Nokia mobile phone in term of
Products/Services:
a. Quality
b. Features
c. Reliability3. Make the competitive advantage analyses
of Nokia mobile phone in term of Price:
a. List Price
b. Discount
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STATEMENT OF THE PROBLEM
4. Make the competitive advantage analyses of
Nokia mobile phone in term of Place(Distribution):
a. Strategic location
b. Market Coverage
5. Make the competitive advantage analyses ofNokia mobile phone in term of Promotion:
a. Advertising
b. Sales Promotion
c. Telemarketing
d. Internet
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6. Determine the extent of satisfaction of the
respondents on Nokia in terms of:
a. Adaptability
b. Awareness
c. Preference
d. Image
7. Test the hypothesis through regressionanalysis.
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STATEMENT OF THE PROBLEM
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The respondents or participant of the study are the
Chinese students of JRU Graduate School of
business.
Since there are only 68 students in the JRU Graduate
School, the whole population is considered the sizeof sample.
Descriptive method was used to describe the nature
of a situation, as it exists at the time of the study and
explore the causes of particular phenomenon.
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Population and Sampling
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FINDINGS AND CONCLUSIONS
PROBLEM FINDINGS CONCLUSIONS
1. Determine the
respondent's
profile in terms
of the following
variables:1.1 Age
1.2 Gender
1. 47.06% of the
respondents are aged
between 18-25 years old
, 35.29% of them are
aged between 26-30years, 17.64% of them
aged above 30 years old.
2. 61.76% of the
respondents are male,
35.29% of therespondents who are
female. 2.94% of them
who did not state their
gender.
1. Majority of the
respondents can be
considered young or
are taking up
Graduate schoolnearly after
graduation from
college.
2. Most of therespondents are male
students enrolled
during the SY 2012-
2013.
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FINDINGS AND CONCLUSIONS
PROBLEM FINDINGS CONCLUSIONS
2. Make the
competitive
advantage analyses of
Nokia mobile phone
in term ofProducts/Services:
a. Quality
b. Features
c. Reliability
The respondents
assigned the highest
weighted mean of 3.49,
where the respondents
strongly agree to item Awhich says that I buy
Nokia which I believe
have high quality and
durability.
For the product,
quality has the
highest weighted
mean followed by
feature and the lastis the reliability. All
of them claim that
the respondents
agree with the
different areas of
Nokia under
product.
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PROBLEM FINDINGS CONCLUSIONS
3. Make the
competitive
advantage analyses of
Nokia mobile phone
in term of Price:a. List Price
b. Discount
the respondents
assigned the higher
weighted mean of 3.
60, where the
respondents agree toitem B which says that
I prefer Nokia since its
price is appealing
through its strategicdiscount.
For the price, the
higher weighted
mean is assigned
by the respondents
to list price thanthe discount. Both
of which have the
same verbal
interpretation ofthat the
respondents agree.
FINDINGS AND CONCLUSIONS
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PROBLEM FINDINGS CONCLUSIONS
4. Make the
competitive
advantage analyses of
Nokia mobile phone
in term of Place(Distribution):
a. Strategic
location
b. MarketCoverage
the respondents
assigned a weighted
mean of 3.44, where
the respondents
strongly agree to theonly item which says
that Nokia is generally
available in nearby
store.
For the place,
strategic location
has a higher
weighted mean
than the marketcoverage. Both of
them have the
same verbal
interpretation thatthey strongly agree.
FINDINGS AND CONCLUSIONS
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PROBLEM FINDINGS CONCLUSIONS
5. Make thecompetitive
advantage analyses of
Nokia mobile phone
in term of Promotion:
a. Advertising
b. Sales Promotion
c. Telemarketing
d. Internet
the respondentsassigned a weighted
mean of 3.18, where
the respondents agree
to the only item which
says that I find ease to
find Nokia through
telemarketing.
For the promotion, thehighest weighted mean
is assigned by the
respondents to
telemarketing, which
was followed by sales
promotion, third is the
internet and the last is
advertising. All of the
areas under promotion
have the same verbal
interpretation that therespondents agree.
FINDINGS AND CONCLUSIONS
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PROBLEM FINDINGS CONCLUSIONS
6. Determine theextent of satisfaction
of the respondents on
Nokia in terms of:
a. Adaptability
b. Awareness
c. Preference
d. Image
the respondentsassigned a weighted
mean of 3.29, where
the respondents
strongly agree to the
only item which says
that Nokia puts the
right product in the
right place, at the right
price, at the righttime.
The respondentsassigned the highest
weighted to the area of
adaptability that could
claim that the
respondents have
strongly agreed with,
next is image, then the
preference and the last
is awareness. The grand
weighted mean for the
extent of satisfactionsays that the
respondents agree.
FINDINGS AND CONCLUSIONS
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PROBLEM FINDINGS CONCLUSIONS
7. Test thehypothesis
through
regression
analysis.
1. There is a linearstatistical relationship
that exists between the
product variable and at
least one of theindependent variables.
2. The regression lines for
all the variable of
product, price, place,
and promotion are
equal to zero (0)
FINDINGS AND CONCLUSIONS
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RECOMMENDATIONSFor the Nokia manufacturer
They must produce Nokia cellphones that aretruly high-end but still sold in a cheaper price.
Nokia manufacturer must produce what the
consumers need.
They should make or include new features suchas new games or applications to the cellphones which
are not yet seen in its other products or from their
competitors products.
They should create or at may be review their
existing product lines so that they will be able to seewhich are no longer popular among the consumers.
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RECOMMENDATIONS
For the Nokia product sellers and distributors
They should sell Nokia products at a
competitive level.
They should apply different strategies to
sell Nokia products to the consumers aside fromnewspaper or magazines but also to YouTube,
Facebook, Tweeter, Renren (Chinese Facebook).
They should give some promotions like
discounted prices for the students, or maybe oldNokia cellphones swapping, etc.
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For the Consumers including the
studentsBefore buying a cellphone, they must consider the
total package of the product like checking the
labels and specifications.
They must remember that Nokia products have
their own strengths and weaknesses therefore;
they should know that their acceptability is
based on individual users.
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RECOMMENDATIONS
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For the Future Researchers
Conduct a similar study but including moreprofile variables like years in the Philippines,
frequency of buying new cellphone, etc. and
may include comparison among differentbrands of cellphones
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RECOMMENDATIONS
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Thank you very much!Maraming salamat po!