Termpaper For Oppo

Republic of the Philippines
North West Samar State University

College of Management
Rueda Street, Calbayog City
I. Introduction
Customers always want the best of their purchase and thus, brands strive to make
them established among the mind of the customers in every possible way they can to
stand out.
Indeed, consumers are unique, every individual have its own likes and dislikes,
their decisions are always dependent on their lifestyle and status, so marketers tend to
conceptualize strategies that would fit to the demand, needs and buying capacity of
consumers.
In this modern era, advancement of technology has come to greatly influenced the
lifestyle and daily practices of people in the society.
The creation of technical machines and social medias made it easy on each individual to
communicate, meet and do their works easy and quickly as possible.
Indeed, one of those devices that are trending today are mobile phones, laptop, computer,
camera and etc.
This is the reason why multitude technological service provider companies are in
fierce competition of providing the best services and device performance aiming to be on
top on delivering extraordinary device experience to consumers.

In fact, one of those companies leading the mobile market today is the OPPO mobile
brand company which was ranked as the number 4 smartphone brand globally, according
to IDC in 2017. (IDC.com archived 2017).
Back ground of the study
OPPO is a global electronics and technology service provider that delivers the
latest and most exquisite mobile electronic devices in over 20 countries including the
United States, China, Australia and many countries throughout Europe, Southeast, Asia,
South Asia, Middle east and Africa. (www.wikipedia.com, http://www.oppo.com/en/).
OPPO Is dedicated to delivering customers with the most extraordinary mobile
experience through meticulous designs and smart technology. Its major product lines
include portable media players, LCD TVs, DVD/Blu-ray disc players, feature phones and,
most recently, smartphones and tablets. Having successfully entered China’s mobile
phone market in 2008, OPPO began exploring international expansion in 2010.
(marketing interactive.com 2019).
OPPO is relentless in the pursuit of the latest technology, the highest hardware quality
standards and in delivering the best user experience possible. Moreover, OPPO company
design, manufacture, and promote their own products to assure customers of reliable and
the highest end products possible from beginning to end.

Since its founding in 2004, OPPO has consistently strived to deliver users this
ideology across the globe. Having successfully entered into the mobile phone market in
2008, OPPO began looking at expansion into international markets in 2010 and opened
its first overseas business in April of 2010 in Thailand. Today, OPPO is present in 21
markets worldwide.
Subsequently, OPPO has been successful of making their names as efficient
mobile service provider around the globe, therefore a new innovation of OPPO brand
would probably get the interest of consumers particularly if OPPO mobile would create a
new product line specifically a device that is apt to the trends today.
A product line (PL), also called system family, is a set of software systems sharing
a common, managed set of features that satisfy the specific needs of a particular market
segment or mission and that are developed from a common set of core assets in a
prescribed way. This type of line extension is referred to as horizontal. In this case product
proliferation cannot be attributed to price discrimination. Rather, firms offer a full line of
variety in order to keep customers loyal to the brand and prevent switching to competitors
(Klemperer 1995). In this sense, these line extensions are directly driven by competitive
considerations.
Indeed, by offering broader product lines, firms can increase their market share
and profitability (Lancaster 1979, Kekre and Srinivasan 1990) and preempt competitive
entry (Schmalensee 1978) as well as soften price competition and achieve higher
margins(Putsis 1997, Kadiyali, Vilcassim and Chintagunta 1999).
Perhaps, creating a new product line for OPPO would help the company extend
their services in different product market and will help emphasis how their ideology of
providing efficient technology services are giving extraordinary mobile experience
towards diverse target consumers.
Hence, the researchers seek to learn the potentiality of a new product line of OPPO
in the market as well as to determine if this would be agreed by the potential target
consumers.
Moreover, the development of a new product line of OPPO would depend on the response
of the participants in the survey that would be conducted in North West Samar State
University specifically students from the Bachelor of Science in Business Administrations.
Furthermore, if the study will be successful regarding on the development of a new
product line of OPPO. Probably it would help the company to produce diverse tangible
offerings in different necessities of consumers and would likely be recognized as the best
technology service provider around the globe.

Objective of the study
The researchers of this study seek to determine the behavior of consumers before
and after acquiring the service of OPPO specifically the mobile phones which is one of
the great product service provider of OPPO because of its extraordinary quality which
influence consumers to patronize OPPO brand.
Through this, the researchers will be able to distinguish what product would be
best to develop after learning the behavior, perceptions, experience and preferred device
of costumers and potential consumers of OPPO. Furthermore, the researchers ought to
prove if a new product line of OPPO is possible in the market and would establish an
extraordinary experience similar with how satisfied consumers with the current mobile
products and services of OPPO.

II. Statement of the Problem
1. What is the profile of the respondents in terms of the following?
1.1. Age
1.2. Gender
1.3. Program
1.4.
2. What is the behavior of respondents towards OPPO mobile brand in terms of the
following?
2.1. Price
2.2. Quality
2.3. Packaging
2.4. Availability
2.5. Performance
3. What is the radical necessities and preferences of consumers in terms of the
following?
3.1. Laptop
3.2. Polaroid camera
3.3. Tablet
4. What is the image of OPPO in the mind of the respondents?
5. Is there a significant implication between the behavior of consumers towards the
OPPO brand?
6. What recommendation can be made out of studying the behavior, preferences and
necessity of the consumers?
Definition of Terms
The following terms used in the study are defined conceptually and operationally for better
understanding.
Global Electronics- The electronics industry, especially meaning consumer electronics,
emerged in the 20th century and has now become a global industry worth billions of
dollars. Contemporary society uses all manner of electronic devices built in automated or
semi-automated factories operated by the industry.
(wikipedia.org/wiki/Electronics industry)
Global electronic is used in the study as this is the general term for companies producing
mobile devices around the globe.
International Marketing- The International Marketing is the application of marketing
principles to satisfy the varied needs and wants of different people residing across the
national borders. (businessjargons.com/international-marketing.html)
International marketing is used in the study to emphasize how companies are able to
level their product and services by studying the target consumers in different countries.
Market Segment- Market segmentation is the process of dividing a market of potential
customers into groups, or segments, based on different characteristics. The segments
created are composed of consumers who will respond similarly to marketing strategies
and who share traits such as similar interests, needs, or locations. (Wikipedia)
Market segmentation is used in the study as this is the process how companies make
divisions of the potential target consumers who share similar profile and needs.
Product line- A product line is a group of related products all marketed under a single
brand name that is sold by the same company. Companies sell multiple product lines
under their various brand names, seeking to distinguish them from each other for better
usability for consumers. ( www.investopedia.com)
Product line is used in the study as this is the main focus if a new product innovation of
OPPO is possible to get the interest of the consumers.
Proliferation- the growth or production of cells by multiplication of parts; a rapid and often
excessive spread.(dictionary.com)
Proliferation is used in the study to give description the rapid growth and production of
successful operating companies.
Smart Technology- The SMART technology basically monitors and analyzes hard drives
(hence the name), then checks the health of your hard drive and lets you know if there
are any problems. (techterms.com/definition/smart)

Target market - A target market is a group of customers within a business's serviceable
available market at which a business aims its marketing efforts and resources. A target
market is a subset of the total market for a product or service. Wikipedia
III. Methodology
A. Research Design
This study utilized the descriptive design, the descriptive method was employed
since the researchers are aiming to determine what product line to be developed in the
OPPO brand as expansion of their technology services towards the consumers.
To define the descriptive type of research, Creswell (1994) stated that the descriptive
method of research is to gather information about the present existing condition.
Moreover, the study is descriptive in the sense that the researchers intend to
determine what product line to be developed as new innovation of OPPO considering the
preferences of consumers.
B. Respondents of the study
The respondents of the study were the students of Bachelor of Science in Business
Administration from the college of management in North West Samar State University.
Random students from Bachelor of Science in Business Administration were acquired as
the participants of the study.
C. Time and Locale of the study
This study was conducted in North West Samar state University, main campus located at
Barangay Rueda St. Calbayog City school year 2018-2019.
Instrumentation
The researchers prepared a questionnaire used in collection of the data. It was
followed and verified by giving the survey questionnaire personally to ensure an accurate
response from the participant.
The questionnaire has two parts, the first part consists a checklist about the profile of the
respondents and their preferences towards OPPO brand and the second part of the
questionnaire consists their reactions towards the service of the OPPO as well as the
potentiality of a new product line to be developed by OPPO.

IV. Results and Findings
This chapter describes the analysis of data followed by a discussion of the research
findings. Data were analyzed to identify, describe and shows the behavior and response
of the participants towards the OPPO brand.
Moreover, the probability of a new product line of OPPO will be taken based on the result
from the data.
Data were obtained from self-administered questionnaires, completed by 30
respondents taken from the bachelor of science in business administration students
(n=30).
A total of 30 questionnaires were distributed and received after conducting a
survey to the bachelor of science in business administration students from the college of
management in North West Samar State University, main campus.
The questionnaire comprised of three sections and data generated will be
presented as follows: The first section comprises of demographic data such as age,
gender and program indicating which they belong. The second section comprises a
checklist and the third sections is a Likert scale statistical treatment that demonstrates
the evaluation of the respondents towards OPPO brand.

DISCUSSION OF FINDINGS
Respondents in this research are the customers and potential consumers who
have knowledge and intentions about OPPO. The number of potential consumers who
have been selected as respondents as many as 30 people with characteristics based on
age, gender, and program in North West Samar State University.
The demographic characteristics of the respondent’s classification can be described as
follows:
Table 1. Respondents by Gender
Gender Frequency Percentage
Male 7 23%
Female 23 77%
Total 30 100%
From the table, above it is known that the 30 respondents who has
intention about OPPO consists of 7 people or 23% are male respondents and 23
people or 77% are female respondents.

Table 2. Respondents by Age
Age Frequency Percentage
18-20 29 97%
21-25 1 3%
Total 30 100%
The table above is known that respondents who have knowledge and experienced about
OPPO consists of 29 or 97% aged 18-20 and 1 or 3% aged 21-25 years.
Data Analysis and Interpretation

In this study, 30 questionnaires were distributed and 30 respondents who corresponds
to the survey are the bachelor of science in business administration students. The
researchers utilized the Percentage formula as to determine the percentage of the buying
behavior and opinion of the respondents towards the OPPO brand.
In order to know the opinion given by 30 respondents in each variable brand image,
quality, price, packaging, availability, performance, buying intention and consumer’s
opinion of what product to be developed as new product line of OPPO, the data were
analyzed and interpreted based on the data percentage of the respondents.

Part I.
1. Do you use OPPO mobile or any OPPO product service?
YES
50% 50%
NO
From the above table, the result shows that there are 50% of respondents who use
OPPO and 50% who doesn’t use OPPO brand.
2. Which device do you frequently use?
7%
0%
Laptop
Mobile phone
Camera
93%
From the above table, the result shows that 93% of respondents frequently used
mobile phones than laptop which has 7% response while 0% for camera. This only shows
that mobile phones are considered as one of the radical necessity of the consumers in
school.
3. How do you decide to make purchase of mobile device?
3%
Price
46%
Quality
51% Packaging
From the above table, the result shows that respondents do base their acquisition of
the product offering through its price which has 46%, the quality which has 51%, and the
packaging which has 3%. This demonstrates that most consumers’ basis of purchasing
mobile device is through its quality which has the highest percentage among its attributes.
4. What is the image of OPPO in your mind?
27%
33%
Economical
Durable
Safe Product
40%
From the above table, the result shows that respondents considered OPPO
mobile as economical (27%), durable which has (40%) and safe product (33%).
Presumably this means that most of the respondents considered OPPO as durable (40%)
which has the highest percentage among others.
Part II.
The following shows the behavior and response of the respondents on the product
attributes and services of OPPO brand as well as the preferred device to be developed
as new product line of OPPO.

PRODUCT QUALITY Disagree

3% Strongly Disagree
0%
Neutral
17%
Strongly agree
33%
Agree
47%
Strongly agree Agree Neutral Disagree Strongly Disagree
The figure shows that 33% of respondents strongly agreed, 47% agreed, 17% have
neutral response, 3% who disagreed and 0% have strongly disagreed on the mobile
product quality of OPPO. Presumably, this means that the respondents have agreed
(47%) that OPPO brand does meet their needs and expectations when it comes to its
quality.
PRODUCT PRICE AFFORDABILITY

Disagree Strongly Disagree
3% 0%
Strongly Agree
10%
Neutral
30%
Agree
57%
Strongly Agree Agree Neutral Disagree Strongly Disagree
The figure shows that 10% of the respondents strongly agreed, 57% agreed, 30%
have neutral response, 3% disagreed, and 0% strongly disagreed on the product price of
OPPO. Presumably this means, that most of the respondents have agreed (57%) that
OPPO does offer their products specifically their mobile device at an affordable price.
PRODUCT PACKAGING ATTRACTIVENESS

Disagree
Neutral 0% Strongly Disagree
10% 0%
Strongly Agree
47%
Agree
43%
The figure shows that 47% of the respondents strongly agreed, 43% agreed, 10%
have neutral response, 0% both disagreed and strongly disagreed on the physical
features of OPPO. Presumably this means that most of the respondents have strongly
agreed (47%) that OPPO has an attractive packaging which gets the interest of the
consumers.
PRODUCT AVAILABILITY IN THE AREA

Disagree
0%
Neutral Strongly Disagree
10% 0%
Strongly Agree
43%
Agree
47%
The figure shows, that 43% of the respondents strongly agreed, 47% agreed, 10%
have neutral response and 0% both disagreed and strongly disagreed on the product
availability of OPPO. Presumably, this means that most of the respondents have
agreed (47%) that the availability of OPPO brand is in easy access location and can
be acquired near the area.
PRODUCT PERFORMANCE
2% 0%
Strongly Agree
Neutral 20%
30%
Agree
48%

The figure shows, 20% of the respondents strongly agreed, 48% agreed, 30% have
neutral response, 2% disagreed and 0% strongly disagree on the product performance
of OPPO. Presumably that most of the consumers have agreed (48%) that OPPO
mobile device have meet their expectations and they are satisfied with its mobile
performance.
INTEREST TO BUY
0% 0%
Strongly Agree
Neutral 23%
27%
Agree
50%
The figure shows that most of the respondents agreed (50%) that they are very
interested of knowing and evaluating first the quality before they buy the OPPO brand.
READINESS TO BUY OPPO

Strongly Disagree
0%
Diasagree
Strongly Agree
10%
23%
Neutral
33%
Agree
34%
The figure shows that 23% of the respondents have strongly agreed, 34% agreed,
33% have neutral response, 10% disagreed and 0% strongly disagree, presumably
this means that most of the respondents have agreed (34%) that they are ready to
buy OPPO product.

PREFERRED PRODUCT LINE

TABLET
0%
LAPTOP
40%
POLAROID CAMERA
60%
LAPTOP POLAROID CAMERA TABLET
The figure shows, that the respondents most preferred device as new innovation
of OPPO is Polaroid camera which has 60% than laptop which has 40%. This means
that Polaroid camera is a potential new product line of OPPO.
Analysis
At this point, the researchers present the corresponding result on the behavior,
perception, experience, preferences and basis of acquisition of the respondents towards
OPPO brand.
The data result shows that there are 93% of the respondents frequently used mobile
phones and 50% of them use the OPPO brand mobile phone. Perhaps, one of the
attributes that influence them to buy OPPO is through its quality in which 51% of them do
look into the quality as part of their decision-making in acquiring the product.
Moreover, most of the respondents (40%) perceive the product as durable. In fact, the
data also shows that product attributes of OPPO such as quality, performance and
packaging have gained a positive response in which consumers are satisfied with the
technology service of OPPO and this is one of the reason that influence consumers to
evaluate OPPO which leads them to make purchase of the product as the readiness to
buy of the respondents 34% agreed.
Furthermore, regarding on the product preference of the consumers as new
product line of OPPO shows that 60% of the respondents preferred Polaroid camera of
OPPO because of its quality camera that meet the expectations of most of the
respondents.
OPPO is a member of OHA (Open Handset Alliance). For excellence technological
advancement, OHA said,” OPPO designs & manufactures innovative digital devices that
convey a sense of youthfulness and excitement for its customers in China as well as
worldwide.” In the year 2013, the OPPO N1 received huge recognition from all the sectors.
It received the CNETEditor’s Choice award, where it was said “The OPPO N1 easily takes
the cake as this year’s most innovative smartphone.” The Android Authority claimed
“There is some real out of the box thinking here. OPPO has gained popularity for their
innovations in the designs, fast charge technology (VOOC) and the photography. Over
time OPPO has emphasized much on the selfie technology to gain pace with the recent
trends. OPPO was the first to offer built-in beautify software technology in 2012. This
beautification function eventually became the standard for other android phone brands
and can be found in many android models today. Tehsin Musavee (April 2018)
V. Conclusion
“To become a healthier, long-term sustainable enterprise representing China in the
world market” is the vision of OPPO and to “allow extra-ordinary people enjoy perfect
technology” is the mission of OPPO.
OPPO believes in random and constant innovation. They want their users to get to
experience of extraordinary taste, exquisite pursuit and perfect determination. They
ensure that every product should be of high-quality and be a style of art. (Tehsin Musavee,
2018).
Indeed, OPPO company has become successful through its years of operation in
the market. Through its extraordinary mobile service, consumers are very satisfied in
consuming the technology service brought by OPPO brand.
In fact, findings revealed that behaviors of consumers have significant implication in
acquiring the brand. Consumer’s perception, experience, preferences and knowledge of
the brand are factors that influence decision-making and acquisition of the consumers.
Consequently, based on the survey regarding consumers interest, experience and
knowledge shows that respondents are very satisfied with the quality, performance,
affordability and packaging of the OPPO brand and this leads positive evaluation
regarding on the technology service of the company, availability also affects decision of
consumers, since OPPO are available now in the Philippines specifically here in Calbayog
the respondents agreed that OPPO mobile establishments are in easy access location
which is very advantageous for OPPO to easily deliver and sell the products as easy as
possible.
Additionally, since OPPO’s unique attribute and special mobile service is quality
camera known as the first to offer built-in beautify software technology in 2012. This
beautification function eventually became the standard for other android phone brands
and can be found in many android models today. (Tehsin Musavee April 2018).
The result shows that respondents preferred Polaroid camera as a new product
innovation of OPPO because most of the respondents agreed that they have experienced
an effective beautification camera in mobile phone so the survey shows that if OPPO
company would make an innovation as a new product line of OPPO they prefer a polaroid
camera than a laptop.
VI. Recommendation
Based on the analysis obtained in the survey shows that there is no negative
response about the performance, quality, packaging and affordability of the initial product
service of OPPO specifically mobile phones.
Moreover, regarding on the preference of the respondents on the development of
a new a product line of OPPO many agreed that an innovation of Polaroid camera is best
to be the product line of OPPO company since they are known for providing an extra
ordinary beautification camera in mobile phones which lead them to be one of the
successful technology service provider around the globe.
An innovation of a Polaroid would probably help the company generate more consumers
in a diverse target market.

AN ANALYSIS ON THE DEVELOPMENT OF A NEW
PRODUCT LINE OF OPPO
Consumer Behavior
(Term Paper)
Submitted by:
Jesel B. Rollo
Realyn Carig
Cristine Mae Concon
Isaiah Roi Oite
Submitted to:
Ms. Florabel C. Canaman

Instructor

Termpaper For Oppo

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Termpaper For Oppo

Uploaded by

Copyright:

Available Formats

Republic of the Philippines

North West Samar State University

lifestyle and daily practices of people in the society.

communicate, meet and do their works easy and quickly as possible.

camera and etc.

top on delivering extraordinary device experience to consumers.

to IDC in 2017. (IDC.com archived 2017).

Back ground of the study

South Asia, Middle east and Africa. (www.wikipedia.com, http://www.oppo.com/en/).

OPPO Is dedicated to delivering customers with the most extraordinary mobile

phone market in 2008, OPPO began exploring international expansion in 2010.

(marketing interactive.com 2019).

the highest end products possible from beginning to end.

Subsequently, OPPO has been successful of making their names as efficient

margins(Putsis 1997, Kadiyali, Vilcassim and Chintagunta 1999).

providing efficient technology services are giving extraordinary mobile experience

towards diverse target consumers.

University specifically students from the Bachelor of Science in Business Administrations.

Furthermore, if the study will be successful regarding on the development of a new

technology service provider around the globe.

Objective of the study

influence consumers to patronize OPPO brand.

of costumers and potential consumers of OPPO. Furthermore, the researchers ought to

products and services of OPPO.

II. Statement of the Problem

1. What is the profile of the respondents in terms of the following?

3. What is the radical necessities and preferences of consumers in terms of the

3.2. Polaroid camera

4. What is the image of OPPO in the mind of the respondents?

5. Is there a significant implication between the behavior of consumers towards the

necessity of the consumers?

Global Electronics- The electronics industry, especially meaning consumer electronics,

semi-automated factories operated by the industry.

mobile devices around the globe.

International Marketing- The International Marketing is the application of marketing

national borders. (businessjargons.com/international-marketing.html)

Market Segment- Market segmentation is the process of dividing a market of potential

customers into groups, or segments, based on different characteristics. The segments

usability for consumers. ( www.investopedia.com)

OPPO is possible to get the interest of the consumers.

successful operating companies.

are any problems. (techterms.com/definition/smart)

Target market - A target market is a group of customers within a business's serviceable

market is a subset of the total market for a product or service. Wikipedia

OPPO brand as expansion of their technology services towards the consumers.

method of research is to gather information about the present existing condition.

B. Respondents of the study

Random students from Bachelor of Science in Business Administration were acquired as

the participants of the study.

C. Time and Locale of the study

Barangay Rueda St. Calbayog City school year 2018-2019.

The researchers prepared a questionnaire used in collection of the data. It was

response from the participant.

potentiality of a new product line to be developed by OPPO.

IV. Results and Findings

of the participants towards the OPPO brand.

from the data.

Data were obtained from self-administered questionnaires, completed by 30

respondents taken from the bachelor of science in business administration students

A total of 30 questionnaires were distributed and received after conducting a

management in North West Samar State University, main campus.

The questionnaire comprised of three sections and data generated will be

the evaluation of the respondents towards OPPO brand.