Research Paper Statistics

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Statistics Research Pape

Athena Marie O. Espinosa

Kamille C. Guerrero

Carlo Mejia

Jerome Casao

Brand Preference on Mobile Phone Brands


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ABSTRACT

The use of mobile phone has become part of our day to day activity. As a growing

number of mobile phone brands that are available in the market today, each of the consumers

prefers a particular brand. In this paper, the researchers focus on determining the brand

preference of De La Salle-University Dasmarias College of Business Administration and

Accountancy student for mobile phone brands. A survey has been conducted to 200

respondents from DLSU-D CBAA to analyze their response and solve the problem of this

research. Using the data that was being gathered, the researchers were able to know the brand

preference of their respondents for mobile phone, the reason for such preference and the

particular thing which they look for in their preferred brand.

The data shows that Samsung is the brand that is frequently owned by the CBAA

respondents but most of them prefer iPhone to be their new phone. The features of the mobile

phone, its brand name and the product review of each brand influence the respondents brand

preference over the mobile phone. Respondents were highly in favor of mobile phone that has

internet accessibility and for most of them it doesnt matter if it has a radio feature.

It is obvious from the study that each of the respondents owns and prefers different

mobile phone. Their preference on mobile phone is being affected by different features and

factors associated with the brand. A particular feature may be too important for some but may

not be beneficial for others. Therefore, the researchers recommend for future study the

continuation of the research on mobile phone in order to improve the basis of this study.


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ACKNOWLEDGEMENT

We would like to express our gratitude to several individuals who have contributed

through their help and guidance and extended their valuable assistance in preparation

and completion of this study.

We would like to acknowledge the support of our professor, Miss Liza Dia Buitizon,

whose help, knowledge, experiences and encouragement helped us at all times to the

great extent of this study.

We would also like to thank our family, friends and classmates, who were there to give

their support and encouragement in doing this research.

Above all, we thank Almighty God who always made things possible and providing us

strength and capability to finish this research.


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Table of Contents

Chapter 1: The Problem and its Setting ...................................................................... 5

A. Introduction ............................................................................................................. 5

B. Statement of the Problem ....................................................................................... 6

C. Significance of the Study ........................................................................................ 6

D. Scope and Limitations ............................................................................................ 7

E. Definitions of Terms ................................................................................................ 7

Chapter 2: Methodology ............................................................................................... 9

A. Sampling Design..................................................................................................... 9

B. Instrumentation and Data Gathering ....................................................................... 9

C. Statistical Treatment of Data ................................................................................ 10

Chapter 3: Presentation and Interpretation of Data .................................................12

Chapter 4: Summary, Conclusion and Recommendation .......................................20

A. Summary .............................................................................................................. 20

B. Conclusion ............................................................................................................ 21

C. Recommendations ................................................................................................ 22

Bibliography ................................................................................................................ 24

Appendix ...................................................................................................................... 25


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Chapter 1

THE PROBLEM AND ITS SETTING

A. Introduction

Mobile phones are without a doubt the greatest invention of mankind. It has

become an integral part of our lives. We used it for variety of purposes, such

as for business and personal use, including conducting business dealings,

keeping in touch with family members and for an event of emergency. In

addition, the Philippines was dubbed as the texting capital of Asia. Even a

child owns a cell phone in each household.

A number of mobile phone brands are available in the market today and every

consumer prefers a particular brand. Each brand offers innovative designs,

functional features and top-of-the-line technology. With these, each mobile

phone brand is on a stiff competition with one another.

The study will focus on determining the mobile phone brand preference of

DLSU-Dasmarias CBAA students. It is conducted to know which brand of

mobile phone is most preferred by them and what do they look for in a

particular brand of mobile phone.


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B. Statement of the Problem

This study intends to examine the mobile phone brand preference of DLSU-

Dasmarias CBAA students. Specifically, the study seeks to answer:

1. Which brand of mobile phone does DLSU-Dasmarias CBAA students

mostly preferred?

2. What are the reasons for such preference?

3. What do DLSU-Dasmarias CBAA students look for in a particular brand

of mobile phone?

C. Significance of the Study

This study will be a significant activity in establishing customer satisfaction of

various mobile phone brands. This will help the company to understand what

the consumers want to their product. By understanding the needs and wants

of the consumer, mobile phone company will gain competitive advantage and

will be able to improve their product in accordance to the preference of the

target market. Also, they will be able to assess the different factors in mobile

phones that can influence the market brand preference.

This study will also be beneficial to the students and professors when they

gain knowledge and learning on the current scenario related to the mobile

phone brand preference of the consumers. It will also help students, who are

the frequent users of mobile phones, to identify the best mobile phone brand

to use.


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To the future researchers, this study will benefit them to serve as their guide,

which they may improve later on.

D. Scope and Limitations

This study mainly focuses on the mobile phone brand preference of

students of DLSU-D College of Business Administration and Accountancy

located at CBAA building.

Population: The set of all CBAA students in DLSU D.

We would like to determine the brand of mobile phone that is mostly preferred by

students of College of Business Administration and Accountancy.

Limitations:

The findings are based entirely upon the research conducted in CBAA

building and may not be applicable to other colleges and other areas.

The findings may be applied to future study, hence, may be improve and

subject to change.

E. Definitions of terms

Mobile Phones - portable telephone device that does not require the use

of landlines.

Mean - is the average of the numbers: a calculated "central" value of a

set of numbers

Mode - is the number that appears most often in a set of numbers.
http://www.businessdictionary.com/definition/telephone.htmlhttp://www.businessdictionary.com/definition/telephone.html


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Statistical Treatment of Data - is essential in order to make use of the data

in the right form.

Data - are qualitative or quantitative variables, belonging to a set of items.

It is typically the result of measurements and can be visualized using

graphs or images.

Variable it is a logical set of attributes. In mathematics, it is a symbol that

represents a quantity.


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Chapter 2

METHODOLOGY

A. Sampling Design

To determine, the brand preference of CBAA students in mobile phone,

each member of the group is tasked to have 50 students respondent from CBAA.

The researchers have used the most common method of sampling

which is convenience sampling to get quick response from their respondents.

The respondents are selected accidentally for the researchers convenience and

accessibility since nowadays almost all of the students have been using and own

a mobile phone.

B. Instrumentation and Data Gathering

The researchers used the indirect or questionnaire method of collecting

data. In here, the information is collected through a given questionnaire. The

questionnaire is a written document that contains set of questions related to the

study, which is mobile phone brand preference, that are given to their chosen set

of respondents for them to answer it.

To get a better response the questions in the survey form should acquire

the characteristic of a good question, which is unbiased, clear and simple,

precise, and easy to analyze.

After the respondents have given their answers, the researchers will

compile all the answers in order to know which brand of mobile phone is mostly

preferred by CBAA students.


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C. Statistical Treatment of Data

This research will include the following statistical tools to identify which

brand of mobile phones is mostly preferred by DLSU-D CBAA students.

The process will include:

1. Measure of central tendency

According to research, statistical treatment of data involves describing

the data. The best way to do this is through the measures of central

tendencies like mean, median and mode.

In this study, the researchers will use:

Mean or average

It is the most commonly used method of describing central

tendency. For a data set, the arithmetic mean is equal to the

sum of the values in the observation divided by the number of

observations.

Mean is computed as:

In this study, mean will be used to determine the average

ranking of each of the particular features and factors that can

influence the respondents in choosing their mobile phone brand.

Mode

In statistics, the mode is the observed value that occurs most

frequently in a data set, thus tell us about the data that is most


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frequently repeated. The concept of mode makes sense for

nominal data, those that are not consisting numerical values.

In this study, mode will be used to determine which of the

choices in each question in the questionnaire has the highest

observation or being answered frequently by the 200

respondents.

2. Distribution

It is the summary of the frequency of individual values for a variable.

The simplest distribution would list every value of a variable and the

number of respondents who had each value.

For example, we describe gender by listing the number or percent of

males and females.

Distribution may also be displayed using percentage. It is used to

express how large or small one quantity is, relative to another quantity.

The percent value is computed by multiplying the numeric value of the

ratio by 100.


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28%

6%29%

14%

12%

4%

3% 4%

What brand of mobile phone do I

own presently?

Nokia

Sony Ericson

Samsung

iPhone

BlackberryMyPhone

Cherry Mobile

Others

Chapter 3

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

The above chart shows that out of 200 respondents, 61% or 122 respondents own 1

mobile phone; 32% or 64 respondents own 2 mobile phones and 7% or 14 of the 200

respondents own 3 mobile phones.

The brand which

has the highest

observation is

Samsung that is

owned by 81

respondents.

Mode = 81

61%

32%

7%

How many mobile phones do I have?

1 mobile phone

2 mobile phones

3 mobile phones


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*Others include LG, Lenovo, Alcatel, Xperia, HTC and Willphone.

28% of 2 mobile phone owners own both Nokia and Samsung brand. 17% own

both iPhone and Samsung and 3% of the 64 two mobile phone owners own Nokia and

iPhone. Also, 7% of 3 mobile phone owners own all of the three Samsung, Nokia and

iPhone.

The reason for

choosing that

certain brand is

because of the

features that is

being offered by

the mobile

phone brand

features is

chosen by 118

respondents.

Note: The N in the above charts is being changed because our respondents chose

more than one answers.

*Other reasons include gift, no choice, free from globe and good quality.

Brand Name Prestige

Features

Good Product Reviews

Advertising

Product cost

Others

20%

38%

19%

8%

11%

4%

Why did I choose this brand over

others?


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TOP THREE OWNED MOBILE PHONE

BRAND

TOP THREE REASONS FOR CHOOSING

THE BRAND

SAMSUNG 81 respon dents FEATURES118

respondents

NOKIA 78 respon dentsBRAND NAME

PRESTIGE64 respo ndents

iPHONE 40 respon dentsGOOD PRODUCT

REVIEWS

60 respo ndents

Out of 81 respondents that own Samsung 34% of them chooses Samsung because of

its features; 6% because of brand name prestige; 14% because of good product

reviews; 11% because of both brand name prestige and features; 4% because of both

brand name prestige and good product reviews; another 14% because of both features

and good product reviews; and 9% because of all of the top three reasons (features,

brand name prestige; good product reviews).

Out of 78 respondents that said they own Nokia, 22% of them chooses Nokia because

of its features; 6% because of brand name prestige; 13% because of good product

reviews; 14% because of both brand name prestige and features; 4% because of brand

name prestige and good product reviews; 10% because of both features and good

product reviews; and 6% because of all the top three reasons.

Out of 40 respondents that own iPhone, 33% of them choose iPhone because of its

features; another 33% because of brand name prestige; 8% because of both brand

name prestige and features; 13% because of both features and good product reviews;

and 8% because of all the top three reasons.


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Analysis:

Mode = 66 or (33%)

Once a year preferred by most of the respondents.

66 respondents answered once a year for them to change their mobile phone.

Analysis:

Mode =

= 154 or 77%

Preference on the

choice when the

phone is broken

and beyond repair

before therespondent

changes or buy a

new phone.

When broken

and beyond

repair

77%

New model

comes out

20%

Others

3%

When do I buy a new phone?

Never, 24%

Once a year,

33%

At least twice

a year, 18%

Every other

year, 25%

How often do I change my phone?

Never

Once a year

At least twice a year

Every other year


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Out of 200 respondents 77 or 38.5% of the respondents are very satisfied with their

mobile phone design aesthetics; 105 or 52.5% are moderately satisfied; 16 or 8% are

moderately dissatisfied; and 2 or 1% are very dissatisfied.

Samsung VS MS MDS VDS

DesignAesthetics

29 45 7 0

With regards to design, out of 81 owners of Samsung mobile brand, 29 owners or

35.8% respondents are very satisfied; 45 or 55.56% are moderately satisfied; 7 or 8.

64% are moderately dissatisfied; and none very dissatisfied.

0

20

40

60

80

100

120

Very Satisfied Moderately

Satisfied

Moderately

Dissatisfied

Very Dissatisfied

77

105

162

Design Aesthetics - Customer Satisfaction

0

50

100

150


Satisfied

Moderately

Dissatisfied

Very

Dissatisfied

78105

161

Features - Customer Satisfaction


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Out of 200 respondents 78 or 39% of the respondents are very satisfied with their

mobile phone features; 105 or 52.5% are moderately satisfied; 16 or 8% are moderately

dissatisfied; and 1 or 0.5% are very dissatisfied.


Features 32 44 5 0

With regards to features, out of 81 owners of Samsung mobile brand, 32 owners or

39.51% respondents are very satisfied; 44 or 54.32% are moderately satisfied; 5 or

6.17% are moderately dissatisfied; and none very dissatisfied.

Out of 200 respondents 113 or 56.5% of the respondents are very satisfied with their

mobile phone usability; 70 or 35% are moderately satisfied; 14 or 7% are moderatelydissatisfied; and 3 or 1.5% are very dissatisfied.

0

20

40

60

80

100

120


Satisfied

Moderately

Dissatisfied

Very Dissatisfied

113

70

143

Usability - Customer Satisfaction


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Usability 45 27 7 2

With regards to usability, out of 81 owners of Samsung mobile brand, 45 owners or

55.56% respondents are very satisfied; 27 or 33.33% are moderately satisfied; 7 or

8.64% are moderately dissatisfied; and 2 or 2.47% are very dissatisfied.

iPhone is the brand that most of the CBAA students mostly preferred to have for a new

phone. Out of 81 owners of Samsung, 59% of which prefer iPhone to be their new

phone and out of 78 owners of Nokia, 37% of which prefer iPhone to be their new

phone.

FEATURES AVERAGE RANKING

1. Internet (highest) 2.45

2. Camcorder 3.33

3. MP3 player 3.525

4. Gaming 4.005

5. Bluetooth 4.35

7. GPS 4.61

6. Radio (lowest) 5.375

The table above shows the average ranking of the particular feature that the

respondents look for in a mobile phone.

NokiaSony Ericson

Samsung

iPhone

Blackberry

MyPhone

Cherry Mobile Others

What brand do you prefer to have for a new

phone?

Nokia

Sony Ericson

Samsung

iPhone

Blackberry

MyPhone

Cherry Mobile

Others


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FACTOR AVERAGE RANKING

1. Feature (highest) 2.015

2. Design 2.46

3. Price 2.67

4. Brand name (lowest) 2.69

The table above shows the average ranking of the outstanding factor that the

respondents preferred in a mobile phone.


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Chapter 4

SUMMARY, CONCLUSION AND RECOMMENDATION

A. Summary

This portion of the study contains the summary of the data being gathered.

In this research out of 200 respondents, 44% male and 56% female are being

asked about their brand preference for mobile phone through the use of

questionnaire. The data gathered shows that 61% own 1 mobile phone, 32% own

two mobile phones and 7% own 3 mobile phones. The brand Samsung has the

highest observation that is being owned by 81 of the respondents, 34% of them

chooses Samsung because of its features; 6% because of brand name prestige;

14% because of good product reviews; 11% because of both brand name

prestige and features; 4% because of both brand name prestige and good

product reviews; another 14% because of both features and good product

reviews; and 9% because of all of the top three reasons (features, brand name

prestige; good product reviews). Often, 33% of the respondents change their

mobile phone once a year.

With regards to the satisfaction of the customer majority of the

respondents are just moderately satisfied with their mobile phone design

aesthetics and features but very satisfied with the usability of their current phone.

Most of the respondents or 77% respondents will only buy a new phone when

their current phone is broken and beyond repair and if they have to buy for a new

phone, majority prefer iPhone to be their phone. Samsung as being owned by

most of the respondents, 59% of them prefer iPhone to be their new phone.


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Feature that is chosen by most of the respondent with an average ranking of

2.015 is the outstanding factor which they look for their preferred brand, and

internet accessibility with the highest ranking of 2.45 is the particular feature

which they look for.

B. Conclusion

A study on mobile phone brand preference has been conducted to know which

brand of mobile phone does DLSUD-D CBAA students mostly preferred.

Most of the respondents owned only one mobile phone and some have 2 to 3

mobile phones. In conclusion, the findings shows in this research that Samsung

is the mobile brand that is owned by most of the CBAA students but iPhone is the

brand that most of them prefer to have for a new phone. 59 % of Samsung

owners prefer iPhone to have for a new phone.

Indeed, the mobile phone features along with brand name prestige and good

product reviews are the top three reasons that can affect most of the

respondents preference over mobile phone. CBAA students prefer a particular

mobile brand due to its outstanding factor which is the mobile phone features and

the brand name of the mobile phone is the least factor. The features that CBAA

students look for in a particular brand of mobile phone is internet accessibility

that receive the highest ranking, followed by camcorder, then MP3 player, etc.

Radio is the feature that receives the lowest ranking.


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C. Recommendations

Mobile phone companies should maximize the distribution of each of their

mobile brands in the market. They should continue to work on providing

customer services that will satisfy their needs and wants, for them to continue to

be loyal with their preferred brand of mobile phone.

Samsung as being owned by most of the DLSUD-CBAA students should

continue to improve its mobile phone features, the brand name itself and the

product reviews from different customers, for the owners to continue to prefer the

brand and thus, will not shift to other brands. iPhone should continue to build its

brand name prestige. Companies can create various promotional activities that

can affect the preference of the customer, thus improve its brand name.

Each of the mobile phone companies can provide their customers internet

services and create a wireless network settings that will give owners of mobile

phone unlimited access to the internet. This strategy will help to improve the

brand preference a customer has over a mobile phone brand.

This portion of the study will also provide future researchers ideas on what

can be studied more in relation to this topic. It can be suggested that future

researchers can study about how much money is being spent by customer with

regards to their preferred brand of mobile phone. Also, a study about the

percentage of the mobile phone owners who go online using their mobile phones

and what do they frequently do when they are browsing can be put into

consideration. Furthermore, future researchers can also study about the time


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being spent by owners of mobile phone each day with their cell phones and the

amount of their call versus the amount of their text messages.


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BIBLIOGRAPHY

Zamora-Reyes, C. & Ladao-Saren, L. (1993). Elementary Statistics:

text/workbook. Mandaluyong City: National Book Store.

Siddharth Kalla (2009). Statistical Treatment of Data. Retrieved October 2, 2012,

fromhttp://www.experiment-resources.com/statistical-treatment-of-

data.html
http://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.html


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Appendix

DLSU-Dasmarias CBAA Students Mobile Phone BrandPreference Survey

Please take a moment to answer this survey form for us to know what brand of mobile phone that DLSU

Dasmarias CBAA students mostly preferred. Kindly check the box of your choice.

Questionairres:

1. Course : _____________________________________

2. Gender : Male Female

3. Do you own a mobile phone? Yes No

4. How many mobile phones do you have? 1 2 3

5. What brand of mobile phone do you own presently?

Nokia

Sony Ericsson

Samsung

iPhone Blackberry

MyPhone

Cherry Mobile

Others (Please specify) _______________

6. Why did you choose this brand over others?

Have been using this brand for long

Better features

Good product reviews

Appealing advertisements Product cost (price sensitive)



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7. How often do you change your phone in a year?

never

once

twice

3x or more

8. How satisfied are you with your current phone?

not satisfied

satisfied

very satisfied

9. What brand do you prefer to have for a new phone?

Nokia

Sony Ericsson

Samsung

iPhone

Blackberry

MyPhone

Cherry Mobile


10.Does the brand of a mobile phone is important to you in buying one? Yes No

11. What particular feature do you look for in a mobile phone? (You can choose more than one answer)

Bluetooth

Gaming

Camera with video recorder (camcorder)

MP3 player

Radio

GPS (Global Positioning system)

Internet accessibility


12. In your preferred brand of mobile phone, what is its outstanding factor?

Price

Features

Design

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