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PERCEPTION OF YOUTH ON DIFFERENT MOBILE BRANDS
SUBMITTED TO: PROF:KUNAL GAURAV
(Director Of Research And Publication)
SUBMITTED BY: M.VAMSHI KRISHNA 11M087
DHRUVA COLLEGE OF MANAGEMENT
Perception of youth on different mobile brands
3. Introduction 4. History of mobile phones 5. Scope and significance of study 6. Objectives 7. Advantages and disadvantages 8. Literature review 9. Conclusion 10.Bibliography 11.Annexure
Dhruva college of Management .
Perception of youth on different mobile brands
The survey gives an insight of the perception of people on different mobile brands.It helps us understand the brand preference on the basis of loyalty , service , brand image , status and price.The survey also conveys the fact on the drawbacks of different mobile brands and perception of people on china mobiles.
Dhruva college of Management .
.It also deals with how and what do people take into account as their choice in buying mobile phones of different brands. The methodology used in this survey is questionnaire process. price and loyalty etc.Perception of youth on different mobile brands Abstract: The survey is concerned with how youth prefer buying mobile phones of different based on their perception. Page 4 . Here are different Factors influencing their perception. Dhruva college of Management . service. which is developed through the internet and circulated to the various people on social networking site (since the survey is entirely based on youth perception). Finally the results are conveyed on the basis of their perception in percentages done through the survey. status . The survey includes both qualitative and quantitative studies. That include: Brand image.
Perception of youth on different mobile brands Introduction: Nokia is the market leader in the mobile world.Samsung 3. years competition emerged with brands such as Samsung .Apple 4. Outside the top five a significant market share was achieved by many smaller and new brands.LG History of mobile phones: Dhruva college of Management . LG . Sony .Sony 5. In 2011.Nokia 2. The top five manufacturers by market share were Nokia followed by Samsung. their market share also dropped significantly to around 31 percent from 56 percent in the same period. Android powered smartphones also gained momentum across the region at the expense of Nokia. apple . Top brand manufacturers of mobile phones are: 1. However.and other brands chipped away at Nokia's market share. In India. The Sony Ericsson and Motorola who were previously among the top five list. motorolla . ZTE and Apple.Motorolla 6. Their share was displaced by Chinese and Indian vendors of low-end mobile phones. Page 5 . as Nokia's market share dropped to 29 percent in 2011. LG Electronics. Apple surpassed Nokia as the world's biggest handset vendor by revenue.
Cooper was working as Motorola's General Manager of its Communications Division. Cooper made the first call on a handheld mobile phone on April 3. Mobile brands: Dhruva college of Management . 1973. Page 6 . With the advance of miniaturization and smaller digital components. mobile phone networks have since spread rapidly throughout the world. mobile phones got smaller and lighter. The first fully automatic mobile phone system was the 1981 Nordic Mobile Telephone (NMT) system.Perception of youth on different mobile brands The introduction of hexagonal cells for mobile phone base stations. was further developed by Bell Labs during the 1960s. 0G mobile telephones. so they were usually permanently installed in vehicles as car phones. Until the early 1990s. At the time he made his call. if somewhat heavy portable handset. such as Mobile Telephone Service. Martin Cooper of Motorola is widely considered to be the inventor of the first practical mobile phone for handheld use in a non-vehicle setting. In 1945. outstripping the growth of fixed telephony. Fully automatic cellular networks were first introduced in the early to mid-1980s (the 1G generation). Due to their low establishment costs and rapid deployment. the 0G generation of mobile telephones was introduced. were not officially categorized as mobile phones. invented in 1947 by Bell Labs engineers at AT&T. most mobile phones were too large to be carried in a jacket pocket. which allowed a mobile-phone user to travel through several cells during the same conversation. In 1970 Amos Joel of Bell Labs invented the "call handoff" feature. Using a modern.
music/movie player. a style statement. video recording device. a gaming pad. Dhruva college of Management . The major war-zones are the developing nations like India where an overwhelming mobile growth is taking place (Buy mobiles in India). friends. While leading mobile brands are fighting to maintain their strongholds and to break new grounds. It's an exciting world of choices for the end consumer. Page 7 . From executives to students. and work but it has also become our camera phone. On one hand the mobile makers continue to woo the consumers with newer. personal digital assistant. mobile models on the other they are at supremacy-war with each other for the mobile market is massive and so are stakes. and beyond. the newcomers are sweating to find their foothold. There are hundreds of mobile manufacturers and service providers in the world that are responsible for this unprecedented mobile phenomenon. more innovative. It not only helps us stay connected with our family.Perception of youth on different mobile brands Mobile revolution has touched our lives in so many ways that it's hard to imagine existence without a mobile phone. from business tycoons to the rural farmer’s mobile brands are catering to everyone. navigation tool. Owning a mobile phone today is not a luxury or privilege – it's a necessity.
Page 8 . Dell wants to build the mobile itself. and HTC adds freshness. Apple (of iPhone) is the mobile style master. If brand Nokia is synonymous to a mobile phone. regional heads are popping up to steal their share of the heat. If RIM BlackBerry oozes professionalism. If the ever expanding spectrum of mobile models is a revolution in the making. mobile brands are the revolutionaries. If the global mobile brands are steering towards hot markets. Dhruva college of Management .Perception of youth on different mobile brands There are mobile phone models specifically designed for each type of user so that no one is left behind. The mobile mania is for real. If Google decides to create a mobile OS. The result – an array of mobile brands to choose from.
loyalty and brand image of the company. status. Page 9 . Studying the perception of youth on different mobile brands through the respondents. quality.Perception of youth on different mobile brands Scope of the study The scope of the study is based on the youth preferences of how they are going crazy about the mobile phones and what brand are they preferring to purchase on their perception. They include services. Significance for the researcher: Exposure to the respective brands. Dhruva college of Management . Significance of the study: Significance to the industry: This research will help the mobile brand companies to know how the current scenario of purchasing mobile brands based on their perception youth. This also helps out to know how well the brands are positioned in peoples mind.
To know which brand does people choose as their status value. To know the draw backs of a few companies in manufacturing their mobiles. 10 Page . To know the best mobile brand according to youth preferences. To know how many people are using the same brand. To know how many youth are loyal to one type of brand. To know their view if in case a lap top brand launches a mobile phone. To know the competition fit between Nokia and HTC. • • • Dhruva college of Management .Perception of youth on different mobile brands Objectives: • • • • • • To know which brand of mobile people are using. To know which mobile brand provides the better service.
the researcher can partially overcome this disadvantage.. Sometimes the respondents may not be the people who you actually need to survey. The lack of personal contact will have different effects. 11 Page . there is uniform question present. It affects the statistical analysis. More sample size can be considered. It lowers our confidence in the results. • • Questionnaires reduce bias since. Many of the people may not attempt the survey. Disadvantages: • • • • • • low response rates. There are no verbal or visual clues to influence the respondent. Some of them may provide false information. Dhruva college of Management . Questionnaires are easy to analyze. Data entry and tabulation can be easily done with computer software.Perception of youth on different mobile brands Advantages: • • • Cost effective. Respondents can’t offer their views. The respondent is free to complete the questionnaire on his own time-table quickly in less time. By allowing frequent space for comments..
reliability. speed. Dhruva college of Management . quality. and other aspects. and companies that make and deliver the product. goals. customer service. They provide the insight to understand customers’ needs.e. Brand experiences and perceptions are developed over time through a variety of sources. including: • • • • • Previous experience with the brand Interactions with sales. habits and satisfaction levels when they engage with them and their competitors and provide conceptual and design validation that result in actionable recommendations for improvement. 12 Page .Perception of youth on different mobile brands Literature review: Brand is essentially the sum of all experiences related to the product. Brand perceptions are shaped by functional experiences (i. service. Recommendations from friends and colleagues Advertising Brand image. ease of use).
e.Perception of youth on different mobile brands Empirical Investigation among Malaysian Customers Brand preferences and product attributes: Empirical investigation among Malaysian customers in building brand preferences six strategies are necessary: 1) Need association. 6) Model emulation. Understanding why a consumer choose a product based upon its attributes(characteristics) helps marketers to understand why some consumers have preferences for certain brands.portraying idealized lifestyles for consumers to imitate. 5) Cognitive processing-penetrating perceptual and cognitive barriers to create favorable attitudes towards the brand/product. This is because it is important that consumer accurately lean about product attribute performances since it would influence their interpretations of product performance by causing memory encode. tangible or intangible etc.brands should be associated with good feelings through slogans. However. Dhruva college of Management . songs. this study did not specify what sort of attributes marketers should associate the brand with. whether they should be relevant or irrelevant attributes. Both tangible and intangible attributes of a product are equally important in choosing a product or brand. People seek products that have attributes that solve their problems and fulfills their needs. 3) Subconscious motivation-use of symbol to excite consumers’ subconscious motives. 2) Mood associations. There is no evidence of attributes related to customer loyalty than others. 4) Behavior modification-consumers are conditioned to buy the brand by controlling cues and rewards. 13 Page . i.the product/brand linked to need through repeated messages.
It is the consumer who determines which attributes matter to them. Big brand means a better image and a better product. 14 Page . Human values influence the importance of the product’s tangible attribute importance’s that are already important to consumers. On the product related benefit side. managers need to build up a ‘bank’ of consumer perception about the brand to make it the one most often thought of and make it difficult for competitors to have access to the minds of consumers. Similarly. However perception of product performance on the salient attributes is more important than actual performance.It was found that consumers categories asLP/SB (low product involvement/strong brand commitment) placed greater importance on product attributes and product orientations than LP/WB (weak brand commitment)consumers. Marketing managers should know the attributes that consumers expect in a product and how positively or negatively they rate these attributes to help develop and promote a successful product.Different consumer groups place different importance on different attributes . which placed the most importance on price. This could definitely be chosen by status attributed people. and value for money and reliability. Dhruva college of Management . Perceptions on product performance based on salient attributes are more important in influencing the consumer purchase behavior than actual product attribute. Brands have both functional (product-related) and symbolic dimensions. The brand name of the product itself is an important attribute. Thus the article focused on how people perceive their intentions on different brands.Perception of youth on different mobile brands Some attributes may still be important in influencing consumer choice. Therefore the brand name benefits perceived by consumers are highly interrelated to the product-based benefits. Sometimes high price means a highly qualitative product. Retailers need not know of the product attributes perceived as the most important by each individual consumer group in order to build and maintain market share. usage effectiveness. In the long-run. consumer evaluates product performance based on its capabilities.
Perception of youth on different mobile brands Research methodology Title justification: the title is chosen as it specifies the perception of youth towards mobile brands on the basis of loyalty. service. Dhruva college of Management . Sampling size: 50 respondents. Sampling area: People over different places through social networking. quality. 15 Page . price. Sampling methods: Population size: 56 respondents. Sampling technique: Convenient sampling. status. Sampling unit: People on social networking site.
. hypothesis usually drawn from ideas developed or glimpsed in previous research studies derived from theory. emphasis is placed relative to new product’s or marketing practices that can be changed profitably. Too little is known. however about consumer reaction to marketing stimulate to permit the formulation of sound hypothesis in many specific situations. Dhruva college of Management . The two general type of research methods are used: 1. the research in many come close to specifying the precise alternative to choose. especially with descriptive studies. In some instances particularly if an experiment is run. 2. As a result. Conclusive research: Conclusive research provides information that helps the executives makes a rational decision. Research could be then used to determine if the hypothesis is correct. Exploratory research: In well established fields of study. the research will only partially clarify the situation. 16 Page . in other cases.Perception of youth on different mobile brands Research design: The questionnaire posted through survey monkey software to different people on social networking sites and Gmail and gathered the required information. and much will be left to the executives judgment. much marketing research is of exploratory in nature.
The percentage for the values given by the respondents of survey is calculated and using the percentage values graphs.Perception of youth on different mobile brands Data collection: Primary data has been used by me in the form of questionnaire and observation. The values are calculated using the survey process. The types of graph used in this data analysis are: Rectangular shaped bar diagram Cylindrical shaped bar diagram Area diagram Bubble diagram Dhruva college of Management . 17 Page . Data analysis tools: Data analysis tool used in this survey is the graph diagram for each questionnaire. which suffices all research objectives. which are the two basic methods of collecting primary data. Secondary data sources like various internet sites and Google have been used.
brand. loyalty. quality. service. Findings and discussions: • • Nokia is considered as the best brand by the respondents followed by Samsung.Perception of youth on different mobile brands 3D line diagram doughnut diagram 3D pie diagram Key words: Perception. status. Sony inspite of its high brand image could not position its place in minds of the respondents. 18 Page . Nokia is considered to provide the best service to its product. • • • And stood almost at the bottom of most important mobile brands. Most of the people are split loyal of Nokia and Samsung. Samsung and nokia collectively are known for manufacturing quality mobiles for low prices. Apple positioned itself as a status brand among the respondents. • • Dhruva college of Management .
• Data Analysis and Interpretation Analysis based on questionnaires • Q:what was your 1st used mobile brand? Dhruva college of Management . 19 Page . China mobiles could not own any rating owing to their poor performance. • HTC is known to compete with nokia in global market.Perception of youth on different mobile brands • Lenovo being a laptop company positioned its brand in such a way that respondents are ready to accept its product as mobile.
and 16 members used other mobile brands. Concrete terms: Among 50 respondents. 6 used sony.Perception of youth on different mobile brands 25 20 15 10 5 0 nokia sam sung sony m otorolla others Interpretation: The above bar diagram shows the number of people using different mobile brands. 20 Page .21 people used samsung. 22 people used nokia.2 used motorolla. Dhruva college of Management .
Dhruva college of Management .3 are using LG. 16 are using Samsung .and 7 are using other brands of mobiles.Perception of youth on different mobile brands • Q:Which mobile brand are you using now? others LG sony sam sung nokia 0 nokia which m obile brand are you using now? 21 5 sam sung 16 10 sony 5 15 LG 3 20 others 5 25 Interpretation: The above graph shows the number of people using different mobile brands now. 5 are using sony . Concrete terms: Among the 50 respondents 21 are using nokia . 21 Page .
Perception of youth on different mobile brands • Q:Which mobile brand offers the best service for its product? 48.8% said its LG .6% said its HTC. 1. 25% said its Samsung . 22 Page .3. 48.4% said its Apple and none of them said its Sony that offers the best service for its mobile product.2% 25% 21. Concrete terms: Among 50 respondents.6% 0 sam sung nokia HTC Sony 1.4% 3.2 said its nokia. Dhruva college of Management . 21.8% LG Apple Interpretation: The above graph shows the percentage of respondents and their perception towards the service offered by its brand.
Perception of youth on different mobile brands • Q:Which among these is the best mobile brand? 40 35 30 25 20 15 10 5 0 nokia sam sung m otorolla lg apple htc Interpretation: The above chart shows the percentage of respondents towards their best mobile brand. 14 said that Apple is the best. 23 Page . none said that LG is the best. 2 said that Motorolla is the best. 14 said that Samsung is the best. Dhruva college of Management . Concrete terms: Out of 50 respondents.19 respondents said that nokia is the best.
24 Page .Perception of youth on different mobile brands • Q:Does HTC competes with Nokia in worldwide market? 8% 10% yes no cant say equal with nokia 23% 59% Interpretation: The above graph shows the perception of respondents on competition between HTC and Nokia in global market.10% said cant say. Concrete terms: Among 50 respondents. 59% said yes . and 8 % said equal with nokia. 23% said no. Dhruva college of Management .
00% 50. 6% prefer sony.Perception of youth on different mobile brands • Q:Which mobile would you prefer in case of status point of view? 80.00% nokia sony apple m otorolla HTC sam sung Interpretation: The above graph shows the perception of which mobile brand do people choose as a status mean.9% of the people prefer nokia .00% 70.00% 20.00% 30.00% 60.00% 10. Dhruva college of Management .00% 0.2% each preferd motorolla and htc and 8% samsung are viewed mobile brands as status point of view.00% 40. Concrete terms: In the above graph it is clear that 70% members prefer Apple . 25 Page .
28 stated that Samsung provides the best quality mobiles for low price. Dhruva college of Management . Concrete terms: Out of 50 respondents .Perception of youth on different mobile brands • Q:Which brand is providing the best quality mobiles for low price? samsung. 21 stated its nokia and 8 stated other mobile phones. 26 Page . 8 Interpretation: The above graph shows the perception of respondents on which brand provides the best quality mobile phone for low price. 21 others. 28 nokia.
Perception of youth on different mobile brands • Q:How much do you rate china mobile phones for 5? 3 0 2 0 1 0 0 1 2 3 4 5 Interpretation: The above graph shows how much did the respondents rated china mobiles for 5 as per its quality and their usage. 4 people on 4 and none has rated it 5 on a scale of 5. 21 respondents on 2. 7 people on 3. Dhruva college of Management . Concrete terms: Among 50 respondents . 18 rated it on a scale of 1. 27 Page .
25% said its better. Concrete terms: 45% of the respondents said it’s good of Lenovo launching a mobile phone.10% said its best and 25% of the respondents said that it’s worst of launching a mobile phone. Dhruva college of Management . on a lap top brand if in case it launches a mobile phone.Perception of youth on different mobile brands • Q:What is your perception if Lenovo launches a mobile phone? 50 45 40 35 30 25 20 15 10 5 0 good better best worst Interpretation: The above graph shows the perception of respondents in percentage. 28 Page .
sensitive. Care centres.sensitive.Perception of youth on different mobile brands • Q:What is the drawback of different global mobile brands? specify. less care centres. high price. and screen clarity.battery.cares centres.battery. Motorolla has a drawback of Less variants.low variants Sony has a drawback of Key pad.battery.quality. Concrete terms: The survey has revealed that : • • • • • • • Nokia has a drawback of sound system.clarity. 29 Page . Care centres. High price. Samsung has a drawback of Battery backup.battery. Apple has a drawback of High price. HTC has a drawback of Care centres.unavailability. Less variants.quality.sound. Brand name Nokia Samsung HTC Motorolla LG Sony Apple Interpretation: The above graph shows the perception of people on drawbacks of different mobile brands.? Drawback Sound system.high price. less care centers. Dhruva college of Management .screen clarity. LG has a drawback of Care centres.unavailability. Battery backup.low variants Key pad.and care centers.sound.clarity.
People are least preferring china mobiles. a good service provider and known to produce quality mobiles for lower price. 30 Page . Dhruva college of Management . Apple positioned to be a status brand. People choose nokia as their best brand .Perception of youth on different mobile brands Conclusion: Hereby I conclude from the research that . Samsung followed nokia in providing quality mobiles for low price. People are split loyal between nokia and samsung.Sony could not position its brand inspite of its brand image.
31 Page . What is your perception if Lenovo launches a mobile phone? GOOD BETTER BEST WORST 6.Perception of youth on different mobile brands Annexure: QUESTIONNAIRE 1.Which mobile brand are you using now? Ans: 3. Which among these is the best mobile brand? NOKIA SAMSUNG MOTOROLLA LG APPLE HTC 4.What is your 1st used mobile brand? Ans: 2. Which mobile would you prefer in case of status point of view? NOKIA MOTOROLLA SAMSUNG APPLE SONY HTC Dhruva college of Management . Which mobile brand offers the best service ? NOKIA SAMSUNG APPLE LG HTC SONY 5.
Which brand is providing the best quality mobiles for low price? Ans: Dhruva college of Management . 32 Page .Perception of youth on different mobile brands 7. Does HTC compete with Nokia in worldwide market? YES NO CANT SAY EQUAL WITH NOKIA 9.What is the drawback of one good mobile brand ? specify.? Ans: 10. How much do you rate china mobile phones for 5? Ans: 8.
Perception of youth on different mobile brands References : • • • www. Dhruva college of Management . 33 Page .scribd.com Wikipedia Malaysian article on consumer perception on different brands.
Perception of youth on different mobile brands Dhruva college of Management . 34 Page .
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