Bachelor Project Ramesh Rijal PDF

ROSKILDE UNIVERSITY
Department of Communication, Business and Information Technologies
Brand preference on Mobile Purchase among the Students

of Roskilde University
Bachelor of business studies Project Report

Supervisor: Professor Poul Dines
Submitted to
Department of Communication, Business and Information
Technologies
Submitted by
Ramesh Rijal, Student number: 50593
May 24, 2013
Student Number: 50593
I declare that the brand preference on mobile purchase among the students of Roskilde
University is my own work and that all the sources that I have used or quoted have been
indicated and acknowledged by means of complete references.
Ramesh Rijal
rrijal@ruc.dk
ACKNOWLEDGEMENT
I would like to thank for the people for their various contributions to complete this bachelor
project.
Rikke Krogh, Secretary to the study board, Department of business, for her help and
suggestion in every step of my learning activities
My supervisor, Professor, Poul Dines, for his constant advice, assistance and guidance
throughout the study
Supervisor Professor Safania Normann Eriksen for her valuable insights and feedback
into the research in the presentation held in the University.
All the students of Roskilde University who participated in the study, for their
valuable contribution and the time they gave so willingly.
My family and friends, for their feedback and support during this study.
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Abstract
Branding permits customers to develop association with the brand and eases the purchase
decision. According Jobber.D, (2007. P.330) strong brands benefit consumers in that they
provide quality certification, which can aid decision making of purchasing. The study
investigates the brand preference on mobile purchase among the students of Roskilde
University. On this basis , this report deals with various choice criterias ( economic , social ,
personal and technical ) that students can use for decision making on purchasing of branded
mobile phone.
With the use of a 15questions among 100 students followed by a survey, it finds that students
see technical criteria (durability, reliability and performance) on making choice of purchase
of branded mobile phones. The study further notifies that economic criteria (price) also
become a important factor that influences the purchasing process. On analysis of personal
criteria suggest that students do not prefer branded mobile for creating self image however
they choose it because they believe branded mobile reduce the unexpected kinds of risk that
may occurs. The report also says students do not prefer branded mobile in order to maintain
social status (social criteria) while taking decision of purchase.
In addition to this study shows most of the students used internet and takes recommendation
from the friends for choosing a particular brand of mobile phone no matter what the brand of
mobile phone owned .Finally apple is the most preferred brand among the students of Roskilde
University with highest level of satisfaction too.
To sum up technical criteria and economic criteria plays a very important role to prefer brand.
Internet and friends are the main two sources from which students collect information on
purchasing the mobile and apple is the most preferred brand over other in Roskilde University.
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TABLES OF CONTENTS:
CHAPTER 1: INTRODUCTION .......................................................................................... 1
1.1Background and Rationale of the study:........................................................................ 3
1.2 Significance of Study .................................................................................................. 4
1.3 Purpose of the study: ................................................................................................... 5
1.4 Problem Statement: ..................................................................................................... 5
CHAPTER 2- RESEARCH PLATFORM ............................................................................. 7
2.1 Research Philosophies Adopted: .................................................................................. 7
2.2 Research Approaches Adopted: ................................................................................... 8
CHAPTER 3: LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK. ............... 10
3.1. Literature Review: .................................................................................................... 10
Summary of Literature Review........................................................................................ 13
3.2. Theoretical Framework:............................................................................................ 14
CHAPTER 4: RESEARCH METHODOLOY ..................................................................... 19
4.1. Sampling process:..................................................................................................... 19
4.2 Data collection methods and procedures: ................................................................... 20
4.3 Sources of Data: ........................................................................................................ 20
Collection of primary Data: ......................................................................................... 21
Collection of Secondary Data ...................................................................................... 21
4.4 Questionnaire design ................................................................................................. 21
4.5 Ethical Considerations: .............................................................................................. 22
4.6 Pre- testing: ............................................................................................................... 22
4.7 Technique of Data Analysis (Instruments): ................................................................ 22
4.8 Report preparation and presentation........................................................................... 22
4.9 Validity and Reliability ............................................................................................. 22
Reliability: .................................................................................................................. 23
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Validity: ...................................................................................................................... 24
CHAPTER -5 LIMITATION OF THE STUDY: ................................................................. 28
CHAPTER 6: PRESENTATION AND ANALYSIS OF DATA.......................................... 29
6.1.Students Preference on Mobile Brand: ....................................................................... 29
6.2 Influence of Social Criteria (Social Status) on Purchase of Mobile Brand .................. 30
6.3.Influence of Personal Criteria on Purchase of Mobile Brand: ..................................... 31
1. Students prefer mobile brand for Risk Reduction: ...................................................... 31
2.Students prefer mobile brand for Self Image: ............................................................ 32
6.4. Influence of Technical Criteria on Purchase of Mobile Brand: .................................. 33
1. Students prefer mobile brand for durability: ............................................................. 33
2. Students prefer Mobile brand for Performance:........................................................ 34
3. Students prefer mobile brand for Reliability: ........................................................... 35
6.5. Influence of Economical Criteria (Price) on Purchase of Mobile Brand .................... 36
6.6 Sources used to collect the information about the preferred brand mobile: ................. 37
6.8 Cross tabulation between mobile owned and the satisfaction level and on the owned
mobile ............................................................................................................................. 39
CHAPTER 7 CONCLUSION: ............................................................................................ 40
CHAPTER 8 AREAS FOR FURTHER STUDY ................................................................. 42
REFERENCE: .................................................................................................................... 43
LISTS of FIGURES:
Figure 1: Consumer decision making process Jobber D. (2007) ........................................... 14
Figure 2 Schematic diagram of the theoretical framework (own Source) ............................ 17
Figure 3: Population and Sample ......................................................................................... 19
Figure 4: Students preference on Mobile Brand ................................................................... 29
Figure 5 :Students view on Social Status for Purchasing Mobile Brand .............................. 30
Figure 6: Students prefer on risk averse criteria while purchasing mobile brand ................. 31
Figure 7: Students prefer on durability criteria while purchasing mobile brand .................... 33
Figure 8: Students prefer on performance criteria while purchasing mobile brand ............... 34
Figure 9: Students prefer on reliability criteria while purchasing mobile brand .................... 35
Figure 10:Students view on price factor while purchasing mobile ....................................... 36
LISTS of TABLES:
Table 1 Choice criteria used when evaluating alternatives. Jobber. D (2007 p.127) ............ 16
Table 2: Students' prefer on self image while purchasing mobile brand ............................... 32
Table 3: Sources used to collect the information about branded mobile phones. .................. 37
Table 4: Cross Tabulation between: Brand of mobile phone owned and sources used to
collect the information about the preferred mobile brand ............................................. 38
Table 5: Cross tabulation between mobile owned and the satisfaction level and on the owned
mobile ......................................................................................................................... 39
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CHAPTER 1: INTRODUCTION
This chapter presents the introduction, research problem, significance of the study, and
structure of this research study. The introduction starts with a brief overview of brand and
mobiles. It identify relevant research gap, and give an assurance that the study will filled gap
by discussing the methodology. It also outlines to whom this research study would be of
interest and benefit to.
In order to understand the concept of branding, it is essential to know what brands are. The
word brand is derived from the Old Norse word brandr which means to burn as brands
were and still are the means by which livestock owners mark their animals to identify
ownership (Keller, K. L. 2003) .A brand is the idea or image of a specific product or service
that attracts, connects and retains consumers by identifying the name, logo, slogan, or design
of the company who owns the idea or image. Branding is when that idea or image is marketed
so that it is recognizable by more and more people, and identified with a certain service or
product when there are many other companies offering the same service or product.
Branding permits customers to develop association with the brand and eases the purchase
decision. A brand will drive sales, build customer loyalty, create brand value, and most of all,
it will be the catalyst for business growth, as consumers will be motivated to buy your
product (Chernatony, L. de 1991). Building a strong brand is considered the best way of
doing business because of the constant changes in the marketing environment (Aaker, 1996;
King 1991; Lennon, 1993). Successful branding could strengthen a producers competitive
position to withstand the increasing power of retails (Park and Srinivasan, 1994).
According to Jobber.D, (2007), branding is the process by which companies distinguish their
product offerings from the competition. Branding affects perception since it is well known
that in blind product testing consumers often fail to distinguish between brands in each
product category. The American Marketing Association define the branding is not about
getting your target market to choose you over the competition, but it is about getting your
prospects to see you as the only one that provides a solution to their problem. It further
explains to succeed in branding you must understand the needs and wants of your customers
and prospects. You do this by integrating your brand strategies through your company at
[Student Number 50593] Ramesh Rijal
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every point of public contact. Your brand resides within the hearts and minds of customers,
clients, and prospects. It is the sum total of their experiences and perceptions, some of which
you can influence, and some that you cannot.
Strong brands are important to both companies and consumers. Companies can get benefits
because strong brands add value to companies, positively affects consumers perceptions of
brands , act as a barrier to competition , improve profits and provide a base for brand
extensions. Consumer gain because strong brands act as a form of quality certification and
create trust (Jobber. D, 2007, p.328). Branding enables the company to build brand
recognition and loyalty among clients, and also to communicate its values and special
approach to business in a memorable way. This establishes a benchmark of set of goals,
against which the performance can be measured, and gives employees a sense of belonging to
a team. (Wang,wen cheng, 2009 ) .Further according to The Freeman Ideas on Liberty (2011)
an increasing number of high technology companies have undertaken brand-building
initiatives under the premise that these initiatives can create an asset that generate long-term
profit, e.g. Intels Intel inside campaign, which began in 1991.
The study do not flow its research on branding area from the perspective of the company and
other its stakeholder like financial partners, employers, suppliers etc rather it was mainly
confined its research on the gain a consumer can get from branding in the process of decision
making in buying the branded products (mobiles). According Jobber.D, (2007. P.330) strong
brands benefit consumers in that they provide quality certification, which can aid decision
making. Consumers tend to trust strong brands. Accordingly the Henley Forecasting Center
consumers are increasing turning to trusted guides to manage choice. A key trusted guide
is the brand name and its perceptual associations.
This study seeks to analyze the brand preference preferred by the students of Roskilde
University while purchasing mobile phones. It takes some literature review from previous
published articles, journals and books and develops a conceptual framework then relating the
identified variables from review with the theory of marketing consumer buying decision
making process. The study aimed to be also useful to identify customer value, satisfaction,
and retention and also to the strategic and marketing planners who are concerned with the
philosophy and practice of new product development to introduce better, innovative and
customized products to the consumers.
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Choosing students on the project is based on the following reasons.

1. It is easy for the researcher to collect the data from the students because the researcher
self is a student of Roskilde University.
2. The study believes University students can speak and understand English language
which helps the researcher to do the research. And reduce the problem of difficulties
of Danish language to the researcher because the researcher himself is learning this
language.
3. The choice of brand preference is most among the time of youth age, and the most of
the students are from 20 to 40 years.
4. Students themselves are involving in any type of project for their semester course so
they easily understand the researcher request and are ready to cooperate in the survey
than other busy personalities.
5. The study believes that students carry the mobile phones.
Choosing mobile phones as the research object is based on following reasons:
1) Mobile phone is a relatively technical product;
2) Students can share their experience on the use of the product
3) Mobile phone is so the popular that the access to research data is easier to collect.
1.1 Background and Rationale of the study:

Heikki, Jeri et al (2005) found strong evidence that although mobile phones are developing at
a rapid pace closer to personal digital assistants (PDAs), many consumers tend to be unaware
of the properties and services the new models in the market contain. They showed that seven
factors play a great role to characterize mobile phone choice: they are pricing, reliability,
outside influence, brand and basic properties, design, multimedia and innovative services.
According to Mei-jian, Haibo & Qoing (2012) Brand emotion of the web consumers, group
effect, enterprises networking marketing methods, perceived brand identity are the four
factors that influenced the choice behavior of web consumer in a different degree and way.
The former two factors will affect choice behavior through the consumer preference.
Whereas the second two factors affect brand choice behavior indirectly through preference.
By empirical study, they concluded that the promotion have neither significantly positive
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effects nor significant negative ones. Perceived brand identity does not directly produce
effect on choice behavior through the preference, but affects it through the brand emotion of
web consumers. It is because only when brand identity agrees with the brand emotion of web
consumers will produce choice behavior.
Khurana,S.(2011) showed in his empirical research, product price, quality and availability,
and promotion are also important factors to influence the consumers in Hissar's mobile phone
market. These are the factors which helps the consumers to make their purchasing decisions
on the one hand and leads to higher consumer perception indirectly on the other hand.
It has been found that very fewer studies conducted which focus on brand preference
preferred by users while purchasing mobile especially focused among students. The study is
based on the marketing theory consumer buying decision making process. So the present
study attempts to fill the gap that exists in the brand awareness and brand preference among
students along with the possible reasons of brand preference. The benefit of this research
extends beyond professional field to academic field.
1.2 Significance of Study

Findings of the study might be useful and important among students and others
academician being inputs for doing similar nature of research in academic field in
future
It can also become good information for those companies who has been engaging
in research of branding process in order to indentify perception of the consumers
for their branded product.
This finding will broad enough to generate interest among a sufficiently large
group of researchers because it analysis of load of facts about the various criteria
of choice that determine the perceptions and preferences of brand mobile.
This finding will give a data of various sources from where consumer can get
information about the product in percentage form which will help the planner, to
make decision regarding which source will be more effectively to promote their
branded products.
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1.3 Purpose of the study:

This research is intended to describe and analyze students brand preference on mobile
phones purchase. The purpose of this report is to understand the personal experience of
mobiles and analysis on preference of branded mobile among the student of Roskilde
University. This will give a conclusion on how do students perceived brand among different
criteria in order to take the decision in purchasing the branded mobile .
1.4 Problem Statement:

Strong brand names can have positive effects on consumer perceptions and preferences.
Jobber .D (2007). There are very few studies which have looked can consumer use consumer
buying decision making process to choose the brand name and finally purchase the brand
product. What criteria do students of the Roskilde University preferred on brand while
purchasing mobile phones?
This study aims to address the above question by analyzing the question given below.
1. What is the status of brand preference on mobile different mobile phone? Or which
brand is preferred most by Students of Roskilde University (consumer) while
purchasing mobile phones?
2. What is the status and impact of the technical, economical, social and personal criteria
on students to take the decision for choosing and purchasing the branded mobile
product?
3. What is the current satisfaction level on the particular brand owned?
1.5 Structure of the Study:

The current study work has been divided into seven chapters:
Chapter1: Introduction: It examines the background of the brand preference, its statement of
problems, purpose of the study,
Chapter 2: Research Platform: describe the Research philosophies, research approach and
research strategies adopted by the study. The study used positivism as a research philosophy,
deductive approach and quantitative strategies with survey method.
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Chapter 3: Literature Review and Conceptual Framework: Literature Review incorporates

review of theoretical and related literature regarding the study matter, publications of writer
and researchers have been related on the study. This chapter also presents the concepts used
in this research study, the conceptual models and how they are related. The definition of
brand was given; and various aspects, dimensions and factors, variables were discussed and
their relations were identified.
Chapter 4: Research Methodology: This chapter explains about the research methodology
used to evaluate and analyze the data. This includes research design, population and sample,
nature and type of data, sources of data, data collection techniques, data analysis techniques,
research variables, differential statistical and financial tools used in the study.
Chapter 5: Limitation of the study: This chapter explains those factors that are not able to
cover by this study.
Chapter 6: Presentation and Analysis of Data: This chapter focuses on the differential
techniques which the study uses in the data collection process. It includes presentation and
analysis of data using different statistical tools with description of major findings.
Chapter 7: Conclusion: This chapter presents the conclusion of this research study drawn
from the analysis of the empirical data. The conclusion gives the result in terms of most
preferred brand among students, perception of students on choice of criteria they prefer while
taking decision of purchasing of branded mobile phones, sources of information as well as
the level of satisfaction on the particular brand.
Chapter 8: Areas for further study: This chapter covers the more research areas for further
studies in future.
Besides these references and index have also been at the end of the study research. Similarly,
acknowledgement, table of contents, lists of figures, abbreviations, abstract have been
included in the beginning of this study research
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CHAPTER 2- RESEARCH PLATFORM

This section presents the concept of research philosophy and research approach and
research strategies to be used in the study. The philosophy deals about how the researcher
constructs knowledge in the project. The study used positivism as a research philosophy,
deduction as research approach deduction and quantitative survey as a research strategy.
Positive and negative aspect of philosophy, approach and strategies were also presented.
2.1 Research Philosophies Adopted:

According to Gill and Johnson,(1997), there are mainly two main research philosophies:
Positivism and phenomenology. Positivism promotes a more objective interpretation of
reality, using hard data from surveys and experiments, while phenomenology (interpretivism)
is concerned with methods that examine people and their social behavior. Positivism has been
more commonly associated with scientific research, while phenomenology has its roots in the
social science (veal, 2006).
The study does not use phenomenology because it takes a great deal of time and resources
for data collection which is not possible for the researcher to complete the project within a
limited time frame given. Besides according to Easterby- Smith et al., 1999; Saunders et al;
2007, the methods deployed under the phenomenological philosophy range from the more
unstructured qualitative techniques of focus groups and participants observation, through
interviews towards the more artistic methods of content analysis, hermeneutics and literary
criticism. All of these are useful techniques for developing insights into the areas in which
theory is limited or does not exist.
The study used positivism to do its research. The researcher act as a natural scientist, remain
distanced from the object of the study. The data were collected using survey. Based on the
statistical analysis of the data collected through survey, the study derived theoretical models
that provide explanation of how study problem operate in a Ruc students context.
According to Mary Jo Hatch,(2006) ,Positivism epistemology assumes you can discover what
truly happens in organization through the categorization and scientific measurement of the
behavior of people and system. Mary Jo Hatch further says that reality, and its objects can be
reflected using language like a mirror without any loss of meaning or inherent bias. He
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further added For positivist, good knowledge is generated by developing hypothesis and
propositions, gathering and analyzing data, and them testing the hypothesis and propositions
against the external reality represented by their data to see if they are correct.
According to Denzin and LincoIn, 1994, The main weakness of positivism are: methods tend
to be rather inflexible and artificial, not effective in understanding processes and not very
helpful in generating theories.
2.2 Research Approaches Adopted:

Levent Altinary & Alexandros Paraskevas, (2008) states that while working on a research
project, it is very essential to follow the research theory with appropriate research approach.
There are mainly two kinds of research approaches deductive and inductive. Deductive
approach is associated with the positivism philosophy, whereas inductive research approach
is associated with interpretive.
The study does not use inductive approach as it is highly associated with interpretivisim
philosophy which does not required pre- determined theory to collect data and information. In
this approach the researcher observes data and facts to reach at tentative hypothesis and
defined a theory as per the research problem. This helps the research to give inductive
arguments (Mertens, 2008).
The research on band preference on mobiles phones purchase is based on the establish theory
of consumer behaviour- consumer decision making process- so the study is related with the
deduction research approach. According to Spangler, (1996:101) deduction is the human
process of going from one thing to another .i.e, of moving from the known to the unknown.
The main reason to use deduction approach on the current study was the deductive approach
is based on the general idea to reach at the specific situation and it is linked with the
positivism paradigm.
2.3 Quantitative Research and Qualitative Research:
Martyn. Denscombe, (2012) writes there are many kinds of analysis the social researcher can
use in order to describe, explain or interpret the data. In practice, the options tend to gravitate
around the notions of quantitative and qualitative research. Qualitative research aims to
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develop an understanding of the context in which behaviours and phenomena take place. It
concentred mainly on emotions and experiences and is designed to be searching in nature,
thus encouraging informants to introduce concepts of importance from their perspective ,
rather than adhering to areas that have been pre-determined by the researcher. Common data
collection methods used in qualitative research are focus groups, triads, dyads, in-depth
interviews,
uninterrupted
observation,
bulletin
boards,
and
ethnographic
participation/observation. The study does not use qualitative research because the report is
based on empirical analysis.
Quantitative research is conclusive in its purpose as it tries to quantify the problem and
understand how prevalent it is by looking for projectable results to a larger population. In this
techniques the researcher collect data through surveys, audits, points of purchase (purchase
transactions), and click-streams. The study has used quantitative approach on the study since
because quantitative research aims to determine how one thing (variable) affects another in a
population, by quantifying the relationships between variables (the things we measure). To
quantify the relationship between variables under study, the researcher used statistical
methods.
2.4 Research Strategies:
As a research strategy, the researcher selected survey strategy to collect the information.
According to Levent Altinary & Alexandros Paraskevas, (2008), the researcher selects a
sample of respondents from a population and administers a standardized questionnaire to
them in server research. The questionnaire, or survey, can be a written document that is
completed by the person being surveyed, an online questionnaire, a face-to-face interview, or
a telephone interview. The study has used a written document in the form of questionnaire
which is to be filled by the respondents.
The study took both descriptive and analytical survey. Descriptive survey was used to
gather information what factors attract to them to consume the branded product. Similarly
analytic survey was used to identify the relationship between brand and purchasing
behaviors, and band preference etc.
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CHAPTER3: LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK.

This chapter presents the issues and factors, ideas and opinions, and results of the research
that others have undertaken in the study area. The conceptual framework that best describes
the theory with the relevant variables identified and discusses how they are related.
3.1. Literature Review:

Heikki, Jeri et al (2005) research on factors affecting consumer choice of mobile phones: two
studies from Finland found strong evidence that although mobile phones are developing at a
rapid pace closer to personal digital assistants (PDAs), many consumers tend to be unaware
of the properties and services the new models in the market contain. They showed that seven
factors play a great role to characterize mobile phone choice: they are pricing, reliability,
outside influence, brand and basic properties, design, multimedia and innovative services.
The factor, innovative services explained most of the variability of the variables indicating,
together with other statistical analyses conducted, that especially men tend to value new
services in choosing between mobile phones and intending to change their current mobile
phone to newer model.
They argued that those demographic factors have an influence on the evaluations of different
attributes related to mobile phone choice which was verified showing specifically gender and
occupation are significant variables affecting choice. They argued that price of the mobile
phone plays an important role in the choice especially among lower income consumers. This
got strong support among focus groups as well as in the survey. Finally they showed
consumer value familiar brands while choosing between different mobile phones models
through their focus group study. Innovative services, size of the phone and the income of the
consumers tend to play a great role on the choice the mobile phone models. They have
suggested to do more empirical research is need to conform that consumers value personal
time planning properties in the choice of new mobile phone models.
Heikki, Jeri et al (2005) further explained the most notable implication for mobile phone
manufacturers, resellers and other value chain members is that advertising of new mobile
phone models should go beyond highlighting properties to highlighting what users can do
with all the new technical features.
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Mobile phone advertising has long been based on eliciting properties and abbreviations (e.g.,
GPRS, EDGE, and Bluetooth) that are fully understood only by technology savvy consumers.
Therefore, more attention should be paid to educative advertising and marketing. The
importance of the reseller becomes constantly more important as we are entering the smart
phone erameaning that phones have so many properties and features that users need both
hands-on instructions and better post purchase service than before. The researchers finally
concluded that many factors, such as legislation and international differences in culture for
instance, definitely have an impact on results.
Mei-jian, Haibo & Qoing ,(2012) showed brand emotion of the web consumers, group effect,
enterprises networking marketing methods, perceived brand identity are the four factors that
influenced the choice behavior of web consumer in a different degree and way. The former
two factors will affect choice behavior through the consumer preference. Whereas the second
two factors affect brand choice behavior indirectly through preference. By empirical study,
they concluded that the promotion have neither significantly positive effects nor significant
negative ones. Perceived brand identity does not directly produce effect on choice behavior
through the preference, but affects it through the brand emotion of web consumers. It is
because only when brand identity agrees with the brand emotion of web consumers will
produce choice behavior.
They further explained that when consumer chooses mobile products, they are influenced by
individual consumer psychology and the group, and group effect more. They found that this
coincides with the traditional Chinese culture characteristics. Group effect brings some
Chinese unique face psychological, conformity psychological, and admiration to the authority
and showing off themselves. Contemporary Chinese market IPHONE4 and fashion
IPHONE4S can fully explain what a big business opportunity which is brought by these
psychologies.
Adhering to China several thousand years of history and traditional culture, traditional
Chinese national consumption values embodies the common features of Chinese consumer
culture: for example there is a saying "Propriety suggests reciprocity, pay attention to face",
which shows Chinese view of value group. Chinese consumers are affected by group effect a
lot, and it is easy to keep conformity. Some people even do not care the quality as long as the
face can "get by", leading to fake wine cases in China.
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Alamro and Rowley (2011) suggested that consumer attributes, brand image and band
awareness are the antecedents of brand preference. Brand preference is the extent to which
the customer favors the designated service provided by his or her present company, in
comparison to the designated service provided by other companies in his or her consideration
set (Alamro and Rowley, 2011). Soomro et al. (2011) argued that different factors such as
brand prestige, physical characteristics of the brand, users experience with the brand, price,
premiums, packaging , habits, guarantees , recommendation by family, friends and experts,
advertising and display novelty, special characteristics of the manufacturer can influences
consumers brand choice.
Zhou.N & Shanturkovska. G,( 2011) on their research on Chinese Consumer Behavior in the
Mobile Phone market Nokia Case described that the successful strategies of Nokia to
become a brand mobile are working with the locals, maintaining customer satisfaction,
offering diverse product portfolio, establishing strong brand image, prioritizing people
first, localizing research and development centers, expanding broad distribution channels, and
implementing low pricing high quality strategy in the unique Chinese market. These
successful strategies seemed to work well and attracted many customers.
The Chinese consumer has proved to be very diverse and often unpredictable. They showed
that the needs to be approached thoughtfully and individually. One interesting part of the
research was found to be concluded that any well established brand cannot be successful on
the Chinese market if culture and explicit values are being neglected.
Zhou.N & Shanturkovska. G, (2011) further argued that another major reason that Chinese
consumer choose Nokia brand is due to some unique cultural characteristics. According to
them Collectivist culture do what others do/ follow the crowd is one of the distinctive
characteristics of Chinese culture. If you walk into a mobile phone selling shop in China, it
is common to find out that most consumers tend to ask the question do many people
choose this phone?, if the answer is yes, then the consumer most likely will purchase that
phone. Plus the strong brand effect of Nokia with great word of mouth, there is no reason
that not to have one. They further noted that The face culture also makes Chinese
consumers choose Nokia phones. It is easy to get into a situation that people ask you why not
have a Nokia phone since everyone has it or has had it. It is likely to make someone loosing
face if he or she does not own one.
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Wang, Wen Cheng, et.al ( 2009) described the advantages of creating a high degree of brand
recognition from his study Consuming Research on Brand Recognition on Mobile Phones
Purchase in Beijing According to them :
Firstly, brand recognition enjoys the advantage of the consumers when they go shopping. For
example, some people want to eat hamburgers meal; McDonald's hamburgers may be the
preferred option.
The second benefit is that in any case it will affect consumer choice. For example, when
customers lack of motives of choosing brands, they will choose goods according to the brand
recognition.
In addition, when consumers are unable to distinguish between the different brands when
they have to be engaged in the purchase, brand recognition is often the major driving force
for purchase decisions. It is an interesting fact. Sometimes customers want to know which
brands are the best quality, but because of their lack of knowledge or experience, they often
cannot make judgments, such as high precision technology products. In most cases, they
would simply vote for those brands they are most familiar with.
Finally, we must recognize that brand recognition is a prerequisite for the formation of brand
image. Enhance brand recognition for the quality of a brand; it is conducive to the
enhancement of the brand image.
Summary of Literature Review

The literature provided a broad, comprehensive, systematic review of scholarly published
documents and personal communication for the study. The publication on brand awareness,
brand perception and preference, consumer buying behaviors such as articles, reports, books
, Newspaper, Pamphlets, Boucher, publication study, report and news were included in the
literature review, which referred in the study.
Based on the literature review discussed above, the study found certain criteria or a factor
which leads consumers to develop their concepts to the branded mobile products. The
researcher integrate those variable with the concept of branding that comes in consumer mind
on making decision to buy the product. Therefore, the study used consumer buying decision
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making process model given by the Jobber (2007) to do research which was discussed on the
theoretical framework given below.
3.2. Theoretical Framework:

The research study attempts to analyze the brand preference on mobiles phones purchase
among the students of Roskide University. In order to do the research, the study has taken
the consumer buying decision making process model from principle and practices of
marketing by David Jobber (2007). Its stated that there
there are many factors incorporated in the
consumer decision-making
making process
Figure 1:: Consumer decision making process Jobber D. (2007)

(2007
Need recognition: Accordingly to Jobber D. (2007 p. 119) the need recognition is essentially
functional
ctional and recognition may take place over a period of time. The study use mobile is the
basic need students need to run the daily activities.
Information search: the information search began with the identification of alternatives
ways of gathering information about the product consumer intend to purchase
(Jobber.D.2007.p 120) .The
The study collect information how the consumer (students) were
involved to search the information internally or externally. Internally consumers can collect
Page 14
the information of the mobile based on their previous experience on usage and the externally
they collect the information from several sources like; friends, colleagues, neighbors, several
published medias and so on.
Evaluation of alternatives: Consumers evaluate or assess the various alternatives, using the
information they have at hand to come to a decision (Jobber.D.2007.p 120). The study
analyzed how the various criteria they preferred to select the alternatives mobile. The various
criteria are the factors that influences consumer to take the decision. The factors are the
economic criteria (price of mobiles), technical criteria, social criteria and personal criteria.
Here the study was mainly concentrated which factors influences the consumer to choose the
mobile brand for purchase.
Purchase decision: Consumers buy the product they have chosen. The study analyzed which
brand has been chosen by the consumers.
Post-purchase behavior: consumers use the product and evaluate their satisfaction levels
with it. They study was concentrated to analyze whether the consumers were satisfied with
the existing brand or not.
The study assumed that needs may be initiated by psychological needs .After need
identification was sufficiently strong the second stage in the consumer decision making
process began. Information search involved the identification of alternative ways of need
fulfillment. According to Jobber.D (2007.p 120), the search may be internal or external.
Internal search involve a review of relevant information from memory. This review would
involve reference to personal experiences.
The external search began if a satisfactory
solution is not found. The external search involves personal sources like family member,
friends, neighbors, work. Colleagues and commercial source such as advertisements and
salespeople. The information search build up awareness set that is the array of the brand
that may be the consumer thinking for meeting their needs. The awareness set of brands
passes through a screening filter to produce an evoked set: those brands that the consumers
seriously consider before making a purchase. The evoked set is the shortlists of brands for
carefully evaluation. The screening process may use different choice criteria from those used
when making the final choice or purchase.
Page 15
Variable: The variable of primary interest in this study was the dependent variable brand
preference of students in purchasing. The types of criteria are the independent variable of the
study.
Types of criteria
Types of Criteria
Technical
Economical
Social
Personal
Reliability
Price
Status
Self image
Durability
Value of money
Social belonging
Risk reduction
Performance
Running costs
Convention
Ethics
Style/look
Residual value
Fashion
Emotions
Comfort
Life cycle cost
Delivery
Convenience
Table 1 Choice criteria used when evaluating alternatives. Jobber. D (2007 p.127)
According to Jobber (2006, p.126) Choice criteria are the various attributes (and benefits) a
consumer uses when evaluating product or services. They provide the grounds for deciding to
purchase one brand or another. Different members of the buying center may use different
choice criteria. The criteria of self image may be the factor for the child when choosing brand
product, whereas a parent may use price. The same criteria may be used differently. A child
may want most expensive video game while the parents may want less expensive alternatives.
Choice criteria can change over time due to change in income through the family life cycle.
As disposable income rises, so price may no longer be the key criterion but is replaced by
considerations of status or social belongings.
Technical criteria are related to the performance of the product or services. Economic criteria
concern the cost aspect of the purchase and include price, running costs and residuals values.
Social criteria concern the impact that purchase makes on the persons perceived relationship
with others people and the influence of social norms on the person. The purchase of a BMW
car may be due to status considerations as much as any technical advantages over its rivals.
Personal criteria concern how the product or services relates to the individuals
psychologically. Self image is our personal view of ourselves. Some people might view
Page 16
themselves as cool and successful, and buy fashion items which reflect that perception of
themselves. Risk reduction can affect choice decisions since some people are risk averse and
prefer to choose safe brand. Jobber .D.(2007, p.127)
The study used reliability, durability, performance as a technical characteristics and price as a
economic criteria and status as a social criteria and finally used self image and risk reduction
as personal criteria for the research purpose.
Schematic diagram of the theoretical framework:
Reliability
Technical criteria
Brand preference on
Personal criteria
Durability
Performance
Self image
Risk reduction
mobiles purchase
Economic criteria
price
Social criteria
Status
Figure 2: A conceptual model for Brand Mobile Purchase (Own Source)
3.3 Justification of the Theoretical framework:

The theoretical framework is the foundation on which the entire research is based. It is a
logically developed, described, and elaborated network of associations among variables that
have been identified through such processes as interviews, observations, and literature
survey. These variables are deemed relevant to the problem situations. (Sekaran 1992, p.73).
The study identified some variable under study shown in figure 2 from the literature review,
and then integrates these variables on one of the components of the consumer decision
making process (choice criteria used when evaluating alternatives). These variables are used
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in order to design question in survey and conclusion of the report based on the variable
defined above.
The current study does not include all variables that have been identified under literature
review. The analysis of all variable under discussed in the literature review will be in the
second part of this report.
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CHAPTER 4: RESEARCH METHODOLOY

This chapter presents the methods used in collecting data, such as questionnaire and
analyzing data. Validity and reliability are processes that were implemented in gathering and
analyzing of data.
4.1. Sampling process:

While conducting
ng the project work, it is almost always impossible to study the entire
population that researcher are interested in. As a result, researchers use sample as a way to
gather data. The sampling is the process by which researchers select a representative part of
the population that can be studied for their topic so that they will be able to draw conclusion
regarding the entire population.
For the report the survey
urvey population refers to all the students studying in Roskilde
University and the sample refers to those students,, who are selected to take par
part in the
research and the sample size were 125 students of Roskilde University.
Figure 3:: Population and Sample

There are two approaches to the selection of the samples. Non Probability sampling and
Probability
ty sampling. In probability sampling each sample in the population has equal
chances of being selected,, Probability sampling can be done by four ways: random sampling,
systematic random, cluster and stratified. In non
no Probability sampling each sample in the
population do not have equal chances of being selected. The non probability sampling can be
Page 19
done by various techniques which are convenience sampling, judgmental sampling, quota
sampling, snowball sampling and self- selection sampling.
For the current project work, probability sampling was quite difficult to achieve as the
selection of the sample is do not based on the principle of randomization or chance. Like
random sampling (each person has an equal chance of being selected), systematic sampling
(every nth case is included), cluster sampling (with in the population) and stratified sampling
(sample based on subgroup in the population)
The sample technique employed in this research was a non probability sample method
given that questionnaire was distributed randomly, which gives a fair representation of the
study population. Among various non probability techniques, the researcher selected
convenience sampling technique to study the project because the data was collected like as
stopping people on a street corner as they pass by. The data was collected in several location
like in the University Canteen, University Library, University Train Station ( Treknor), Class
room
and International office. Respondents were selected based on their convenient
accessibility.
4.2 Data collection methods and procedures:

According to Levent Altinary & Alexandros Paraskevas, (2008), there are various techniques
for collecting qualitative data such as telephone interviews, observations, Questionnaires.
Among them the study use survey or structured questionnaires to obtain specific information
such as ways of information search to obtain information , perceptions, attitudes , factors
and behavior regarding mobile phones. The data was collected by means of 15 questionnaires
among students of Roskilde University.
Researcher himself participated in the data
collection approaching personally in different locations such as lecture rooms, libraries and
cafeterias, travelling in train.
4.3 Sources of Data:

Both primary and secondary data were chosen to collect the data that were used in analyzing
the research study. Given the nature of the research topic, it is most suitable to employ both
primary and secondary data collection method. Primary data were obtained through
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questionnaires given to respondents while the secondary data were gathered through journals,
articles, internet and other published materials
Collection of primary Data:
Structured questionnaires were distributed to Roskilde University students. The
questionnaires are filled in front of researcher himself. The researcher took permission from
the students and requested to fill the form by explaining the purpose of the survey. The
respondents were ready to fill the form if there were somewhat free from their class schedule.
The sample from 100 students was collected between 15th March to 26th march, 2013.
Collection of Secondary Data
Secondary data consist of data retrieved from University database, such as articles, journals,
literatures in addition to books barrowed from University library or retrieve from Google
Books and Google Scholar. These materials would facilitate this research study. In addition
they would be critically interpreted with caution in order to avoid creating a false impression
with the originators observation or view.
4.4 Questionnaire design

In order to design the questionnaire, conceptual framework of the study was used. Then
concepts were translated to questionnaire. Each of the questions in the questionnaire was
designed based on the research tool used in the conceptual framework which is based on the
consumer decision making process models .The design of the questionnaire encompass all the
concepts employed in this research such as brand information that are relevant and pertains to
the research study. The questionnaire is designed to be brief, simple, and clear, covering the
relevant aspects of the models used.
According to Fisher (2007, p.192) it is recommended to Keep the questionnaire as short as
possible and give it a logical and sequential structure so that the respondent can easily see
what the questionnaire is about and can follow its themes as they develop .
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4.5 Ethical Considerations:

The permission for the study will be obtained from respondent. Purpose of the study will be
explained to the participant and make assure for the confidentiality and privacy of the
information given by them.
4.6 Pre- testing:

The pretesting of the project conducted on a sample of 25 students in prerequisites of 30
ECTS in batch 2013 February session. Survey in terms of Minor modifications were made as it
was discovered that some of the questions were wordy and therefore had to be simplified, and
also that the questionnaire was lengthy. Lastly certain questions had to be rearranged and those
questions considered to be ambiguous were removed from the later versions of the questionnaire.
4.7 Technique of Data Analysis (Instruments):

The researcher checked and organized the collected data daily for the completeness and
accuracy. The coding and categorization was done before entry. As according to Malhotra,
(1996:25), data preparation includes the editing, coding, transcription and verification of data in
order to remove errors that may have occurred during the data collection process The data
collected through interview (structured questions ) entered in excel form. The data from the
questionnaire was transferred for examination using two computer programs, viz. Microsoft
Excel and SPSS.. The data subjected to suitable statistical analysis using descriptive Statistics
like frequency proportion mean and standard deviation and inferential analysis too.
4.8 Report preparation and presentation

The entire project must then be documented in a written report which addresses the specific
research questions identified, describes the approach, the research design, data collection;
data analysis procedures adopted and present the results and the major findings. The research
process closes with recommendations.
4.9 Validity and Reliability

Strauss and Corbin (1990) argue that it is important to evaluate the adequacy of the research
process in order to judge the quality of the outcome of the research process. The research
Page 22
process of a project can be evaluated against two research quality criteria: reliability and
validity.
Reliability:
Reliability can be defined as the degree to which the data collection methods will yield
consistent finding, whether similar observation could be made or conclusions reached by
others researchers and whether there is transparency in terms of how much sense was made
of the raw data. In other words, how well does it measure, and can the result of a study can be
reproduced under a similar methodology? (Saunders et al .,2007)
To ensure reliability of this research project, structured questionnaires was designed in order
to collect the data from the respondents. Each respondent has given the same questionnaires
to fill at different time and different location of the university. All respondents have given the
answers of all questions in a proper way in a consistency without missing the questions. So
the study has high reliability in terms of data collection process. All data was considered to
be reliable because the answers collected from the respondent carried the truth as they shared
their felling based on their experience on using the mobile brand. The questionnaires were
made in English language. 20 minute presentation was conducted to the students in the
presence of Lecturer at 2.15 PM about the purpose, problem and research approach,
philosophies and strategies on the 14th march, 2013. 25 copies of the questionnaire were
printed out and distributed to supplementary course students in 44.2.3 room at department of
CBIT, Roskilde University on the same date in order to pre- test the questionnaire. While
students were answering the questionnaire, they were closely observed and a close discussion
was conducted to ensure that all questions were clearly understood and were easy to answer.
Students were asked to point out any difficulty that they encountered while answering the
questionnaire with feed back to improve on the questionnaire too. The response and result of
the pre testing indicate no error in the questionnaires. The survey was conducted from 15th
march to 26th march 2013 by the researcher himself in different students and different
location of the University.
Accordingly to Saunders et al., 2007, the reliability of the survey or interview is low if a
question in questionnaire or interview guide can be misinterpreted by informants and
consequently answered in different ways. In order to avoid this problem and keep the data
Page 23
reliable, the researcher himself present in the data collection process and make cleared the
purpose of questionnaire (if identified by respondents ) so that no any mis-interpation of the
result could be evident.
In addition more priorities were given to reliability of the materials collected for the research
project. According to Fisher (2007, p, 92), the assessment of the quality of the collected
materials were based on the references, precisions of the writing, provenance, and the
research evidence. The conceptual theory, research methodologies used in this research were
based on the published books by renowned press and authors in the world. Materials
collected from the Journals, papers were also reliable as they have been published by the
international press too. In addition the statistical reliability is relevant in connection with the
research project which was maintained by using the most popular software tools like Excel
and SPSS tools.
Validity:
Saunders et al.,2007 defined validity as the extent to which the data collection methods
accurately measures what is intended to measure , and the extent to which the research
findings are really about what they profess to be about. In order words, do the results say
what they are supposed to say? and how truthful are these results?
The study has checked the validity of the project by asking series of questions, starting with
the research question, and seeing whether the study can actually answer it with the data
collection techniques the study had chosen.
Section provides the readers with the
measurement of the data collection process implemented regarding the quality of research. It
outlines the evaluation of the quality of both the primary and secondary data use in this
research study. To ensure the validity of this study, each question in the questionnaire was
designed to represent one of the concepts which were used in the conceptual framework of
this research study, as seen in table 1, below:
The matrix is incorporated in the report as a way to show the validity of the work which is
based on the criteria established by a theory called consumer buying decision making
process.
Table 1: matrix
Page 24
Aims
Questions
The purpose of the question used
To show the problem is
Do you have mobile phone
This question is used to determine
relevant? Basic ideas
if the respondent should go through
to entry the problem
the survey or not.
To show the proportion
Which brand of mobile phone do you
This question is used to know
of band users
own?
which kinds of mobile brand the

respondents is using or have used.
To show the various
Do you agree or disagree with the
These questions are used to
choice criteria a
following statements. please circle the
identify the consumer perception
consumer uses when
option that best describe your
regarding for the choice of band
evaluating the brand
preference for choosing brand on 5
mobile on purchasing.
alternatives
Likert scale.(where 1 represent the

strongly agree and 5 strongly disagree)
To show the impact
I prefer brand because of my status
This question is used to identify
that purchase makes on
how importance is the social
the personals
criteria for the respondent while
perceived relationships
purchasing branded mobile phone.
with other people.

To show the purchase I prefer brand because of the durability
is for the durability of
how importance is the Technical
the product.
criteria, durability for the

respondent while purchasing
branded mobile phone.
To show the purchase
I prefer brand because of good
is for the performance
performance
how importance is the technical
of the product.
criteria, performance, for the

To show the purchase I prefer brand because of high
is for the reliability of reliability
how importance is the technical
the product.
criteria, reliability, for the

Page 25

To show the purchase I prefer brand to put myself image
is for the self image of
how importance is the personal
the
criteria self image for the
person
in
the
society.

To show the purchase I prefer brand for risk reduction
is for risk averse
how importance is the personal

criteria risk reduction for the
To show what factors Rate the following factors (1: very
These questions are designed to
consumer prefer to be important, 2- somewhat important, 3:
identity on which factors students
in the mobile phones
neither important nor important 4, less
are giving on more priorities in
important, 5: not important) which
order to purchase mobile phones.
influence to choose to purchase the

mobile phone. You can assign same
rating to more than one option
Price
Camera
Screen size
looks
Durability
Social Media Application
Key pads/ touch screen
To show how the
How/ where do you get information
This question is used to analyze
consumers collect
when you want to buy new brand
which sources students use in order
information about the
mobile phone?
to know the details information
mobile products?
about the mobile brand they want to

purchase.
To
measure
consumer
level
the Will your next mobile phone be the

of same brand as your current mobile
Page 26
satisfaction
phone?
The project ensures validity by staying purpose of the study while interpreting the
questionnaires. According to Fisher (2007, p.295) construct validity refers particularly to
research that uses questionnaires or inventories to assess whether a person or an organization
exhibits a particular characteristic. Further Polit DF Beck CT (2012) says that construct
validity refers to the validity of inferences that observations or measurement tools actually
represent or measure the construct being investigated. Thus construct validity refers to the
ability of a measurement tool (e.g., a survey, test, etc) to actually measure the psychological
concept being studied. In other words, it tries to analyze does it properly measure what it's
supposed to measure? For this perspective the study used construct validity approach into
account to make sure that the questionnaire measures what it is intended to do. Fisher (2007,
p294) suggested that in order to achieve the construct validity, the concept and terms use to
analyze and describe this research project should fairly represents the research materials.
Each of the questions in the questionnaire represents the core concepts of the theory under
which research study is based on.
Page 27
CHAPTER -5 LIMITATION OF THE STUDY:

Consumer test and preference keep on changing day by day so the findings from the survey
may not be applicable in all cases. Surveys should thus be undertaken periodically in order to
gauge changing consumer mobile phone usage patterns and perceptions over time. The
current study is the first step of the researcher. This study wills follow next round of study
too. So in this study the following are the limitation.
1. One of the flaw in this work might be that the research covers only Roskilde University
student brand preference while mobile purchase mobiles phones which represents small
portion of university students in the entire University of Denmark, so the findings of this
research might not be the reflection of student brand preference for the whole Denmark given
the scope of this research study.
2. The various criteria defined for the survey was based on the literature review integrating
with the theory of marketing. It is in the sense the researcher want to drive the project
according to the criteria the researcher have chosen in his will. So there seem to be some bias
on the project. This can be reduced to some extent from the opinion the respondent during the
questionnaires session also.
3. The study of branding was only confined to a small theory of marketing. Many component
of branding were not included
.
4. Only 15 structured questions for the survey were designed which is based on the criteria
established by theory of marketing. They were written in English Language. So this might be
the possible bias of the study because the survey were collected in the Danish University and
the answers given by the same respondents might be different if it were collected in Danish
Language. Open end question might be useful to conduct the survey, which was not used in
this study.
5. The analysis was only limited on the descriptive test only. Test of null and alternative
hypothesis can be done based on the literature review. Only integrating the literature review
with the theory was done.
6. The sample size 100 students chosen from the entire population of the University were not
based on the statistical method of determining the sample size from the known population.
8. The study can be further analyzed in terms of different dimension like brand preference
among nationality, gender wise, income wise as well as various factor they choose on mobile
phones which is not included in the current study though the sample has been collected from
students because of page time of 40 to 50 page.
Page 28
CHAPTER 6: PRESENTATION AND ANALYSIS OF DATA

This chapter focused presentation and analysis of data using different statistical tools and
major findings.
6.1. Students Preference on Mobile Brand: The consumers (students) are asked to
write the mobile phone they preferred or used by question what brand of mobile phone
do you own? The main purpose of this question is to identity which brand of mobile
phones do students are using most in Roskilde University? The result obtained from
the survey was:
Apple
Figure 4: Students preference on Mobile Brand
The majority of students owned Apple Phone (56 %), followed by Samsung (14%), and
Nokia (13%). The last next two mobile brands Sony Ericson and HTC have only 9 % and 7
% coverage respectively in the survey.
Page 29
6.2 Influence of Social Criteria (Social Status) on Purchase of Mobile Brand: The
influence of social criteria on purchase of mobile brand has been analyzed stating the
question to the respondent (students) I prefer brand because of the social status .The purpose
of the question is used to identify do the student prefer band mobile to maintain social status
in front of friends and society where they lives. The response has been collected with a 5 type
likert type scale starting 1 to 5 from strongly agree to strongly disagree respectively. The
data analysis through the SPPSS tools taken from the survey was shown in figure 5.
Figure 5 : Students view on Social Status for Purchasing Mobile Brand

The bar diagram shows statistics of respondents in five likert scale measuring from strongly
agree to strongly disagree for maintaining social status with the purchase of mobile brand.. It
can be clearly seen that 39.4 % of the respondents strongly disagree and 20.20 % disagree
that they see that they will gain status while purchasing branded mobile phones.. A total of
27.3 % of the respondent indicated that they neither agree nor disagree with the statement
while 9.1 % and 4.0 % of the respondents respectively agree and strongly agree with
statement.
Page 30
6.3. Influence of Personal

sonal Criteria on Purchase of Mobile Brand:
The personal criteria concern how the branded mobile relates to the individuals students
psychologically. The study use self image and risk reduction as the personal criteria in the
survey in the form of 5 pointt Likert scale from strongly agree strongly agree to strongly
disagree. Self image is their personal view of themselves.. Risk reduction can affect choice
decisions since some people are risk averse and prefer to choose safe brand. Jobber (2006,
p.127)
1. Students prefer mobile brand for Risk Reduction: The main purpose of this
question is to identify whether students use branded mobile for to reduce risk. The
data obtained from the survey using SPSS tools is as follows.
Figure 6: Students prefer on risk averse criteria while purchasing mobile brand
The data from the pie diagrams shows that 21.78 % respondents strongly agree with the fact
that they choose branded mobile because they want to reduce any kinds of risk that they
might face from the non quality mobile. 18.81 % also goes with the statement being agreed.
A total of 36.63 % of the respondents neither believe they reduce risk nor they reduce risk
while purchasing branded mobile phones while 9.90 % and 8.91 % of the respondents come
Page 31
on strongly disagree and disagree respectively for they will not believe that purchasing
branded mobile will reduce the risk. 3.96 % of the respondent do not respond the statement.
2. Students prefer mobile brand for Self Image:
This statement analyzed the students psychology regarding the branded mobile. The main
purpose of this question is to identify how students view themselves having branded mobile
product in which the consumer ( students) were asked to maintain at what extent they are
agreed with the statement in 5 point Likert Scale ranging from strongly agree to strongly
disagree in the same question .The obtained results are given in the table 1.
Mobile Brand for Self Image
Cumulative
Frequency Percent
Valid
Strongly Agree
Valid Percent
Percent
Agree
18
18
18.2
22.2
Neutral
28
28
28.3
50.5
Disagree
22
22
22.2
72.7
Strongly
27
27
27.3
100
99
99
100
100
100
Disagree
Total
Missing System
Total
Table 2: Students' prefer on self image while purchasing mobile brand

This table shows that 99 respondent ( out of 100) fill this question in which 28.3 percent the
users are neutral with the statement that they prefer branded mobile to gain their self image.
The most important figure on this statement is 27.3 % and 22. 2 % users respectively make
on strongly disagree and disagree on the statement. Only 4 % strongly agree with statement
and 18.2 % respondents agree that they believe having branded mobile create self image to
them also.
Page 32
6.4.
.4. Influence of Technical Criteria on Purchase of Mobile Brand:
The study used technical
echnical criteria in order to identify to what extend does students see
technical requirementt to choose the branded mobile product they want to purchase
.Durability , performance
nce and Reliability were the three technical criteria chosen for the
survey.
1. Students prefer mobile brand for durability:
This statement analyzed the students preference on durable criteria while taking decision
regarding of purchase the branded mobile in 5 point Likert Scale ranging from strongly
agree to strongly disagree. The obtained results are given in the figure 8.
Neutral
Strongly Agree
Agree
Figure 7:: Students prefer on durability criteria while purchasing mobile brand
The data from the

he pie diagrams shows that 35 % respondents agree with the fact that they
choose branded
ded mobile because they want the product which they buy must be for long
without failing. Which is closely followed by strongly agreed 28 % of respondent. A total of
23%
3% of the respondent become neutral on durability on purchasing of branded mobile phones
Page 33
while 9.0 % and 5 % of the respondents come on strongly disagree and disagree respectively
for they will not believe that purchasing branded mobile do not mean the durability
durability.
2. Students prefer Mobile brand for Performance:
This is the technical criteria on which the study wants to measure how consumers view on
performance (standard of accuracy, quality, speed etc.) of the branded mobile on making
decision regarding to purchase.
Strongly
agree 43 %
Agree 34 %
Figure 8:: Students prefer on performance criteria while purchasing mobile brand
The result on the pie chart calculated from SPSS shows that the highest percentage (43%) of
respondent strongly agree with the statement that student prefer branded mobile for the
performance which is closely followed
fol
by the 34 % of response being agree with the
statement. Only 11 % and 4 % of the response goes for strongly disagree and disagree while
11% response comes on neutral.
Page 34
3. Students prefer mobile brand for Reliability:

The study used reliability as the third technical criteria in order to examine to what extent
students see the reliability factor to choose the branded mobile by taking the response on
statement I prefer the branded mobile for reliability in 5 point Likert scale.
Figure 9: Students prefer on reliability criteria while purchasing mobile brand
The bar diagram illustrate students prefer reliability when making decision on purchase of
branded mobile in 5 point Likert scale measuring from strongly agree to strongly
disagree. It can be noticed that 42.42% of the respondents agree and 26.26% strongly
agree that they will look reliability while purchasing branded mobile phones. 17.17 % of
the respondent indicated that they neither agree nor disagree with the statement while
7.07% and 7.07 % of the respondents respectively disagree and strongly disagree with
statement.
Page 35
6.5.
.5. Influence of Economical Criteria (Price) on Purchase of Mobile Brand
Economic criteria relate to price. The study tried to analyze how important is the price played
a role for making decision of choice of branded mobile product for students. Student were
asked to mention at what extent they are given important to price and 5-Point
Point Likert Scale
was also used ranging from very
very Important
Important to Not important in same question. The
obtained results are given in figure 11.
Very Important
39%
Important 32 %
Figure 10:: Students view on price factor while purchasing mobile
The pie chart indicates that 32 % and 39 % of the respondent (students) see price is the very
important and important factor respectively that can affect their choice of making purchase
decision. 23 % of the respondents become neutral with the price factor and 4% do not see the
price is important for them. 2 % do not respondent the question.
Page 36
6.6 Sources used to collect the information about the preferred brand mobile:
In order to identify the sources used by students in collecting the information about the
branded mobile phone, the study used multiple response questions How/ where do you get
information when you want to buy new brand mobile phone? Students were requested to
make the tick on range of options from which they had to make their selection. The options
were advertising media, internet, recommendation by neighbors, recommendation by friends
and recommendation from family. Table 3 shows the responses for each of the sources
calculated from SPSS tools in which a total of 224 responses were collected in a survey of
100 students. The main sources for choosing a particular brand of mobile phone seems to be
as a result of internet (83%), followed by recommendation from friends (75%). Family and
advertising media contribute equally 13 % for collecting information whereas neighbor have
very low involvement on sharing information about mobile and which is only 4 % in total
percentage
Table 3: Sources used to collect the information about branded mobile phones.
Responses of Students
N
Sources of
Information from
information
Friends
Information from
Percent
Percent of Cases
75
33.5%
75.0%
31
13.8%
31.0%
1.8%
4.0%
31
13.8%
31.0%
83
37.1%
83.0%
224
100.0%
224.0%
Family
Information from
Neighbors
Information from
Advertising Media
Information from
Internet
Total
The relation between the branded mobile owned and the sources used to collect information
about the mobile were as shown in the table below in cross tabulation form which described
which sources were used most and least by respondents in buying process.
Page 37
6.7 Cross Tabulation between: Brand of mobile phone owned and sources used to
collect the information about the preferred mobile brand
This shows information from internet and recommendation from the friends were two main
sources for choosing a particular brand of mobile phone no matter what the brand of mobile
phone owned.
Sources Used to Collect Information about the Branded Mobile Phones
Information Information Information Information
Information
from
from
from
from
from
Friends
Family
Neighbors
Advertising
Internet
Total
Media
Mobile
Nokia
Brand
12
11
13
Samsung
11
14
Sony
43
15
20
45
56
htc
Others
75
31
31
83
100
Users
Ericson
Apple
Total
Table 4: Cross Tabulation between: Brand of mobile phone owned and sources used to
collect the information about the preferred mobile brand
Page 38
6.8 Cross tabulation between mobile owned and the satisfaction level and on the
owned mobile
Satisfaction level on current Mobile
Yes
Mobile Brand Users
No
Total
Nokia
13
Samsung
14
Sony
51
56
htc
Others
75
17
100
Ericson
Apple
Total
Table 5: Cross tabulation between mobile owned and the satisfaction level and on the owned
mobile
Apple was cited as the most preferred brand of mobile phone and was found to be the first
choice of many of the respondents with higher level of satisfaction. Out of 56 apple user in a
survey of 100 students 51 students were satisfied with the apple brand. Samsung being
reported as the second most cited brand (14responese out of 100), in which 9 were satisfied
and Nokia following (13 responses out of 100) where 6 people makes their satisfaction level.
Sony Ericson came fourth with 9 responses and htc came fifth with 7 responses with almost
50 % satisfaction level.
Page 39
CHAPTER 7 CONCLUSION:
This chapter presents the conclusion of this research study drawn from the analysis of the
empirical data.
This research study explores brand preference on mobile purchase among the students of
Roskilde University having analyzed the empirical data obtained from the survey of 100
students. This investigation was based on the conceptual framework established by the theory
consumer buying decision making process with related literature review provided several
clear conclusions. The following were the conclusions.
Firstly Apple has a strong brand preference over brand. According to Aaker (1991, p. 46) is
that strongest brands, the ones with extremely high quality, will have a large number of
committed (loyal) customer. The scores obtained from the empirical data supports the above
statement. The students of Roskilde University prefer apple brand as their first choice scoring
more than fifty percent in total survey (56 %). The Samsung and Nokia have only 14 % and
13% coverage among the students respectively while other mobile brands have very less
coverage.
Secondly the study shows most of the students used internet (83 %) and takes recommendation
from the friends (75%) for choosing a particular brand of mobile phone no matter what the brand
of mobile phone owned. This further says students also used family and advertising media to
collect information about branded mobile however it is less than half (31 %) than the previous
two sources. However the information students take from their neighbors in order to make
purchase decision is very poor only 4 % in totality.
Thirdly the study investigates the main reason to prefer the brand of any company with the
criteria established by the conceptual framework. These are
The technical criteria were used to identify to what extend does students see technical
requirement to choose the branded mobile product when they want to purchase? The result
shows that students prefer branded mobile for durability, performance and reliability
responding positive response with a total of strongly agree and agree percentage 63%. 77 %
& 68.68 % respectively. This suggests that students use technical criteria while making
Page 40
decision about the purchase of branded mobile product. Accordingly Jobber.D (2007, p.127 )
Technical criteria are related to the performance of the product or services.
Jobber.D (2007, p.127 ) states that social criteria concern the impact that purchase makes on
the persons perceived relationship with others people and the influence of social norms on
the person. The purchase of a BMW car may be due to status considerations as much as any
technical advantages over its rivals. The result from the data 59.6 % shows that students do
not prefer branded mobile in order to maintain social status while taking decision regarding
purchasing. Statistically 39.4 %, 20.2 % and 27.3 % of the response of students respectively
strongly disagree, disagree and remain neutral that they will have any social status having
branded mobile phones.
Analysis of personal criteria suggest that students do not prefer branded mobile for creating
self image however they choose it because they believe branded mobile reduce the
unexpected kinds of risk that may occurs.
Finally economic criteria suggest that the price is one of the crucial factors that may have greater
influences for the students to think to make decision regarding the purchase.
Lastly the study measures the level of satisfaction of the brand user on their particular owned
brand. The result shows apple users are highly satisfied than other mobile brand users.
As stated earlier in the research purpose, the purpose of the research is to analyze the student
preference on mobile purchase among the students of Roskilde University. The study analysis
which criteria are used by students most for making decision of purchase of mobile phones
based on the theoretical concept established by the theory .Hence it can be said that the
purpose of this research study is fulfilled.
In conclusion, Technical criteria and Economic Criteria plays a very important role to prefer
brand and internet and friends are the main two sources from where they get information
about the branded mobile phones .
Page 41
CHAPTER 8 AREAS FOR FURTHER STUDY

The following possibilities for future research emerge from this study:
1. The findings of this study are based entirely upon the research conducted among the
students of Roskilde University and hence may not be representation of whole
preference of students of Denmark. This survey should be carried out on a wider
scale taking sample from the different University students.
In future work the
researcher encourages the replication of this study in involving the students of

different university taking the open end question too.
2. Each of the variables covered in the literature review should be analyzed in greater
depth creating hypothesis and try to find the significant difference from those research
areas included on the literature review and in the context of Denmark.
3. Additional research can be carried out in branding concepts like brand loyalty, brand
awareness, brand equity, in terms of Danish Consumer Market Perception.
4.
Consumer need identification process can also be viewed as it is the first step in
consumer buying decision making process.
Page 42
REFERENCE:
Chernatony, L. de (1991) Formulation Brand Strategy, European Management Journal 9(2),
194-200
Denzil, N.K and Lincoln,Y.(1994).Handbook of Qualitative Research, London:Sage
Publication
Easterby- Smith, M, Thorpe,R; and Lowe,A (1999). Management Research: An introduction.
London: Sage Publications.
Gill, J . and Johnson, P . (1997). Research Methods for Managers, 2ndedn . London: Paul
Chapman Publishing.
Heikki, Jari et.al (2005): Factors Affecting Consumer Choice of Mobile Phones: Two Studies
from Finland: Journal of Euro marketing, Vol. 14(3) 2005
Jobber .D (2007): Principles and Practice of Marketing, McGraw-Hill Education, Berkshire
Keller,K.L.(2003) Strategic Brand Management , New Jersery: Pearson
Khurana,S.(2011).Buying Behavior and Brand awareness in GSM Mobile handset Sector:
Am empirical Study. Journal of Applied Management & Computer Science- ISSN No. (09760458), Volume 4-2011
Levent Altinary & Alexandros Paraskevas,(2008).Planning Research in Hospality and
Tourism: Elsevier
Marry Jo Hatch,( 2006) Organization theory: modern, symbolic and postmodern perspectives
.New York :Oxford University Press Inc.
Mei-jian, Haibo&Qoing ( 2012) : Canadian Subject Form: Consumer behavior: international
Journal of Business Research, 2012
Polit DF Beck CT (2012). Nursing Research: Generating and Assessing Evidence for
Nursing Practice,( 9th ed). Philadelphia, USA: Wolters Klower Health, Lippincott Williams
& Wilkins.
Page 43
Spangler, M.M (1986). Logic: An Aristotelian Approach. Lanham, MD: University Press of
America
Strauss, A.L and Corbin, J . (1990).The Basic of Quality Research: Grounded Theory
Procedures and Techniques. Newburry Park, CA:Sage Publication
Wang, Wen Cheng, et.al (2009). Consuming Research on Brand Recognition on Mobile
Phones .Journal of International Management Studies, Volume 4, Number 2, August, 2009
Internet Sources:
http://www.alleydog.com/glossary/definition.php?term=Construct%20Validity#ixzz2PlEGO
9m5
http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
http://www.brickmarketing.com/define-branding.htm
http://www.mymagneticblog.com/the-importance-of-branding/
Page 44
Index: Questionnaires
Dear friends,
I am the student of CBIT, Roskilde University and I am doing my project work of 15 ECTS on
Brand Preference on Mobile Purchase among the students of Roskilde University.

Please help me by taking a few minute of your time to answer my question about your
personal experience with your mobile phone. All information will be treated as strictly
confidential. I would like to thank for your anticipated cooperation.
Please answer the following questions;
Section A: Personal Information
1.Gender
3 Age:
Male
Female
2.Nationality
below 20years 20-25 years 25-30years
above 30years
4. Income Level (per month)
Less than 10,000 10,00O 2O, 000
20,00O 30,000
above30, 000
Section B: About mobile phones

5) Do you have mobile phone? 1. Yes
2.
No. If yes
please answer the following

6) What brand of mobile phone do you own?
1. Nokia
2. Samsung
3. Sony Ericson
4.Apple
5. HTC
6. LG
7.others specify
Questions 7 to 12 are designed to investigate the factors for preferring the brand. These
questions have a 5 point Likert- scale ranging from strongly disagrees to strongly agree.
Please circle the option that best describe your preference for choosing brand
Page 45
SD: Strongly disagrees
D: Disagree, N:
neutral
A:
agree
SA:
Strongly agree
I prefer brand because of my status
I prefer brand because of the durability
I prefer brand because of good performance
10
I prefer brand because of high reliability
11
I prefer brand to put myself image
12
I prefer brand for risk reduction
SD
SA
13) Rate the following factors (1: very important, 2- Important, 3: Neutral 4, less important,
5: not important) which influence to choose to purchase the mobile phone. You can assign
same rating to more than one option.
1
A. Price
B. Camera
C. Screen Size.
D. Style/Looks
E. Social Media application
F. Key pad/touch screen
14) How/ where do you get information when you want to buy new brand mobile
phone?
1. Friends
4. Advertising media
2.family
5. Internet
3.Neighbors
6. All of above
15) Will your next mobile phone be the same brand as your current mobile phone?
Yes
No
If no
reason to change .
Page 46

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ROSKILDE UNIVERSITY

Department of Communication, Business and Information Technologies

Brand preference on Mobile Purchase among the Students

Bachelor of business studies Project Report

May 24, 2013

Student Number: 50593

Choosing students on the project is based on the following reasons.

1.1 Background and Rationale of the study:

1.2 Significance of Study

[Student Number 50593] Ramesh Rijal

1.3 Purpose of the study:

1.4 Problem Statement:

1.5 Structure of the Study:

Chapter 3: Literature Review and Conceptual Framework: Literature Review incorporates

[Student Number 50593] Ramesh Rijal

CHAPTER 2- RESEARCH PLATFORM

2.1 Research Philosophies Adopted:

2.2 Research Approaches Adopted:

[Student Number 50593] Ramesh Rijal

CHAPTER3: LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK.

3.1. Literature Review:

[Student Number 50593] Ramesh Rijal

Summary of Literature Review

3.2. Theoretical Framework:

Figure 1:: Consumer decision making process Jobber D. (2007)

The external search began if a satisfactory

[Student Number 50593] Ramesh Rijal

Life cycle cost

Figure 2: A conceptual model for Brand Mobile Purchase (Own Source)

3.3 Justification of the Theoretical framework:

[Student Number 50593] Ramesh Rijal

CHAPTER 4: RESEARCH METHODOLOY

4.1. Sampling process:

Figure 3:: Population and Sample

[Student Number 50593] Ramesh Rijal

and International office. Respondents were selected based on their convenient

4.2 Data collection methods and procedures:

Researcher himself participated in the data

4.3 Sources of Data:

[Student Number 50593] Ramesh Rijal

4.4 Questionnaire design

[Student Number 50593] Ramesh Rijal

4.5 Ethical Considerations:

4.6 Pre- testing:

4.7 Technique of Data Analysis (Instruments):

4.8 Report preparation and presentation

4.9 Validity and Reliability

Section provides the readers with the

The purpose of the question used

To show the problem is

Do you have mobile phone

This question is used to determine

relevant? Basic ideas

if the respondent should go through

to entry the problem

the survey or not.

To show the proportion

Which brand of mobile phone do you

This question is used to know

which kinds of mobile brand the

To show the various

Do you agree or disagree with the

These questions are used to