Name of the Student: Nitin Ahuja .

Enrollment No: 09BS0001474.Mobile No: 09582289357 .

E mail Id: nitinahuja@inbox.com

Management research project

Project Proposal

PROJECT PROPOSED
Studying consumer behavior towards the purchase of Samsung mobiles & other
brands, coming up with positioning strategies with the help of perceptual
mapping which may help in showcasing the brand in a better way.

DESCRIPTION OF THE PROJECT

In this project first the industry analysis will be done in which market share and
market segmentation will be included, followed by consumer behavior and
consumer buying patterns. . Mobile phone markets are one of the most unstable
market atmospheres nowadays due to increased competition and change. Thus, the
growing concern requires the marketers to strictly look at consumer buying
decision process and more focus on the factors such as Prices, Perceived quality,
Perceived sacrifice, Perceived value, and Purchase intention that subsequently
determine willingness to purchase between different mobile phones.

On this basis, this research deals with consumers’ sacrifice and willingness to
purchase criteria in mobile phone markets by studying factors that influence
customer perceived value and purchase intention to acquire new mobile phones on
one hand and factors that influence on mobile phone change on the other hand.
Overall profiling of customer is also done to find out the requirement of customers.
In addition, the customers sensitively emphasize on prices but sacrifice and also
less willing to purchase mobile phone.

Accordingly, it is useful to consider the age, gender, income, and education of

consumers to predict consumer decision more precisely. Through secondary data it
has been found that Samsung has been perceived to be moderate brand in the
market may be due to its ineffective positioning.

Thus, project would be to come up with positioning strategies which may help in
showcasing the brand in better way. Project basically deals with marketing
research and tool used is perceptual mapping. Perceptual mapping is a graphical
technique that attempts to visually display the perceptions of customers or potential
customers, it offers a unique ability to communicate the complex relationships
between marketplace competitors and the criteria used by buyers in making
purchase decisions. And also helps in tracking changes in marketplace perceptions.
Thus, positioning strategies will help in coming up with better communication mix,
which is foremost job of an advertising agency.
Through Positioning Samsungmay have following benefits:

OBJECTIVE OF THE PROJECT

• To study about the mobile phone market in India and analyzing its fluctuating
patterns.

• To analyze the target market and potential target market.

• To analyze the brand positioning of Samsung mobile.

• To come up with positioning strategies with the help of perceptual mapping.

• To reposition the brand (if required).

METHODOLOGY:
MARKETING RESEARCH

RESEARCH DESIGN

· Exploratory & Descriptive Experimental research

The research is primarily both exploratory as well as descriptive in nature. The
sources of information are both primary & secondary. A well-structured
questionnaire is prepared. to collect the customer’s perception and buying behavior
through this questionnaire. The study conducted will be a conclusive descriptive
statistical study; I will come to the decision which will be precise and rational. The
study is conclusive because after doing the study the researcher will comes to a
conclusion regarding the position of the brand and factors responsible for purchase
of handset in the minds of respondents of different groups. The study is statistical
because throughout the study all the similar samples are selected and group
together. All the similar responses are taken together as one and their percentages
are calculated by using various statistical tools( factor analysis , perceptual
mapping) to reach a final conclusion. Thus, this, conclusive descriptive statistical
study is the best study for this purpose as it provides the necessary information
which is utilize to arrive at a concrete decision.

Sampling methodology:

Sampling Technique:
Initially a rough draft was prepared keeping in mind the objective of the research. A
pilot study will be done in order to know the accuracy of the questionnaire. The
final questionnaire was arrived only after certain important changes were done.

Sampling unit:
The respondents who will be ask to fill out questionnaire are the sampling Units,
Questionnaire has been put on online on the site www.surveyshare.com. And
personally I would be visiting market to get this questionnaire filled.
Sample size: Looking forward for taking more than 50 respondents.

RESEARCH FLOW
SCHEDULE:
The project duration is of 32 weeks, i.e, from 28th JUNE 2010 to 8th MARCH 2011.

LIMITATIONS OF THE RESEARCH:

 Due to lack of time restriction of particular area.

 Time will be a major constraint
 The respondent may be biased.
 Financial constraint.
 The internet information may be irrelevant.
REFERENCES BOOKS:
Philip Kotler(Marketing Management)

NareshMalhotra( Marketing Research)

AFAQS magazine, news

Web Resources:

www.samsumg.co.in

www.surveyshare.com

www.micromaxinfo.co.in

www.nokia.co.in

www.rncos.com

Faculty Guide: Prof. V. Shekher

Date: 8thAugust , 2010 Signature of the student: