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Executive summary

Customer perception is a measure of how products and services are evaluated from their
experience. Customers are the life of any business organization. That is why every business
organization is very concern about their customers.

The main object of the study is to find the “Market position of cell phone brands in
Bangladesh”. Moreover, this research shows that what are the opportunities of exiting Cell
Phone Company and what are the customer evaluations.

This research is conducted upon 120 respondent of cell phone user from Dhaka. The survey
was conducted on the customers of cell phone and data are collected from different areas.
Descriptive research design was adopted. Survey method was used to collect the data.
Personal interview technique was used to conduct the survey.

A preliminary questionnaire is developed using Likert scales. Then there are some cell phone
Brands to ranking and to compare with the other Brand in the market.

Multidimensional Scale is selected to evaluate the market. For analyzing the survey data
SPSS version 17.0 (for windows) was used. All the variables were properly inputted &
scaled at SPSS.

Positioning is that exclusive space that brands own in the marketplace. It's relevant and
compelling to the customers, and different from the competitors. A company must be
capable of delivering the attribute upon which its brand is positioned, and be dedicated to
doing so (Morris, 2005).

At present mobile phone network covers 80% of efficient. The telecom industry has grown
and evolved at an incredible place over the last decades. It has considerably changed the way
people interact. This mobile phone segment has been the key contributor over the last decade,
offering a wide range of opportunities to provider and services to customers. The sector in
Bangladesh has changed dramatically within a few years. At present the major mobile
operator companies operating in Bangladesh are Grameen Phone, Banglalink, Citycell,
Teletalk, Robi & Airtel. To get cell phone services customers must have a mobile set first.
Along with technology andvancement and innovation, varieties of modern phones had made
severe competition in the mobile phone market. Nokia, Samsung, Symphony, Micromax,
Sony Ericsson, Motorola, Tecno, Zte, Haier, Spice, BlackBerry, LG, MTS Smartphone,
Huawei, Sprint- these are the different mobile brands used in all over the world including
Bangladesh. Some local companies- My phones, Konka, Walton are also emerging.

Statement of the problem

The problem statement for this study is to measure: “Market position of cell phone brands in
Purpose of the study

The main purpose of this research is to identify and to investigate cell phone market image in
Bangladesh in order to find out the market position and segmentations of various cell phone
brands in the consumers’ minds.

Significance of the study

Conducting this research has various purposes. The significance of this study is unavoidable.
All the cell phone companies operating in Bangladesh would understand their position in the
market as well as in the eyes and minds of consumers. It will also be helpful for a new
company to know whether entering in this market is easy or not. The paper will be a helpful
material for the existing companies to know what the customers want. By conducting this
study some recommendations can be drawn which will be helpful for the cell phone
companies. Others researchers would be able to improve further research based on this study.

Literature review

In Bangladesh, the cell phone service provider companies were doing their business since
1989. Then in 1990 Hutchison Bangladesh Telecom Limited (HBTL) was incorporated in
Bangladesh as a joint venture between BTL and Hutchison Telecommunications
(Bangladesh) Limited. HBTL began commercial operation in Dhaka using the AMPS mobile
technology in 1993 and became the 1st cellular operator in South Asia. Later that year Pacific
Motors bought 50% of BTL. By 1996 HBTL was renamed as Pacific Bangladesh Telecom
Limited (PBTL) and launched the brand name "Citycell Digital" to market its cellular
products. The City cell launched their using different cell phone those were ZTE, Huawei,
Samsung, Motorola and Alcatel, Panasonic.
Grameenphone received a license for cellular phone operation in Bangladesh from the
Ministry of Posts and Telecommunications on November 28, 1996. Grameenphone started
operations on March26, 1997. ( They provide only connection through
SIM. So their customer need cell phone to use that connection. Those time cell phones
provide only calling, SMS features only.

Motorola, Ericson, Samsung, Alcatel branded cell phone were seen in the market. This time
the prices of the cell phone are too high .After some time, new brands were seen in the
market, they priced little then existing brand and provide new feature. Nokia is one of them.
Nokia bring strong network, long lasting, slim and stylist cell phone. Siemens cell phone was
another cell phone which provides color display, games.

In 2000, new brands are come in the cell phone industry. Some Chinese companies bring
their brand in the market at a reasonable price. Therefore, the users of cell phone are growing
at double rate. The Chinese Brands were Maximus, O2, BenQ Siemens, Sprint, Nokla, Nodia,
TCL more preferable brand to customer.

Now days, people seek innovation, stylishness, reasonable price, attractive feature, big
display etc. in their cell phone. So new company can enter into this market. On the other
hand, existing company merge or acquisition to other company or sold their business and
went away.

In recent, consumer can see different brands such as Nokia, Samsung, Sony Ericson , LG,
Apple, Motorola, Maximus, Symphony, Huawei, Sprint ,Spice, Macromax, Konka, ZTE, My
phone, etc. in the cell phone industry (

Consumer switch their cell phone brand attributes of mobile phone that are most influential
on the selection of brand and price of mobile phone. Style of mobile phone and color of
mobile phone have most importance in the selection of brand and after these attributes price
has most importance. (Omotayo, 2009)

Some researchers use a segmentation model in their publication “Multidimensional

segmentation of the cell phone market: preliminary results of an empirical survey” (Mazzoni,
1995) based on the joint use of three dimensions: lifestyles, product attributes and use
Research design/ Methodology

This is viewed as the heart of research proposal. It may refer to nothing more than a simple
set of methods or procedures, or it may refer to the rationale and the philosophical
assumptions that underlie a particular study relative to the scientific method.

Type of Research

This study is a descriptive research, as it has a problem statement and it describes the market

Sampling Frame

The study will be confine to Dhaka. Time and cost were other important considerations for
such decision. The survey will be conduct from the cell phone users in Dhaka city.

Sample size

For conducting this study, total 120 samples will be taken all of them will be the cell phone

Sampling Method

There are different types of sampling method or process; such as judgmental sampling,
convenient sampling, systematic sampling, etc. This study will be conducted in judgmental
method of researcher.

(Non-probability sample: not good, limited for statistical inference; probability sampling is
applicable for statistical inference; anticipate all possible sources of errors and show how to
overcome them)

Sources of Data

This work will be based on both secondary and primary sources. The secondary sources of
data include the information collected from the published and unpublished records of the cell
phone companies, various books and journals are referred internet articles, some foreign and
local websites on cell phones. Internet will also be used for collecting the relevant data that is
not available in the books.

Primary data will be collected from the consumers through a structured questionnaire. It can
be viewed as a survey. The questionnaire will especially be designed to find out the
perception and similarity of cell phones comparatively.

Types and collection of Data

Descriptive research requires both qualitative and quantitative data for better analysis. In this
study, both kinds of data will be obtained by surveying and other sources. Survey will gather
primary data from a sample of individuals based on questionnaires (hand-to-hand & e-mails).
Qualitative data is converted into quantitative data in some cases, based on statistical tools.

Questionnaire Design and Pretest

The Survey questionnaire is a combination of some multiple questions and research

questions. The research questions will be measured by 9point likert scale. The respondents
will be asked to judge how similar or dissimilar the various brands are. There will also be
some demographic question like age, sex, education, occupation, or income. The respondents
of this study will be all the users of cell phone. So the age group will be from 15 to 50 years.
The developed questionnaire will be pre-tested with a few customers to ensure the quality of
the questions.

Data analyzing tools

The resultant data will be analyzed by using Multidimensional Scale (MDS). The database
will be prepared to input data by using the software, SPSS. After the graphical representation,
the interpretation will be done to each and every graph using the Microsoft Excel and
Microsoft word. Interpretation is the total essence of the total study. The conclusions will be
made using the interpretations.

Limitations and delimitations

Limitations: It is very common to have flaws in every research job. The limitations of
the study will encourage others for further study in order to overcome those. Following are
the limitations of this study:

 Unavailability of some information due to lack of knowledge of the customers

Serial no. Description of works Duration

01 Field Work 10 days

02 Data Analysis 5 days

03 Report writing 5 days

 Biasedness in the information provided by the respondents

 The survey of this study will be based on only the consumers of Dhaka.
 The sample is limited to 100 where a large portion of the population are using cell phone

 The tools of data analysis may not be enough

Delimitation: Most of the literature is drawn from the researches other than Bangladesh,
because there are a small number of researches conducted here. The study will be conducted
only on Dhaka city assuming the major portion of cell phone users are from Dhaka city.
Another reason of not choosing outside Dhaka is the time and cost factor. To conduct this
study other procedures like ANOVA, ANCOVA, Regression will not be used because this
study will show the position of cell phone brands in the market


Mazzoni, Clelia; Addeo, Felice; Castaldi, Laura; 2002, “Multidimensional segmentation of
the cell phone market: preliminary results of an empirical survey”

Morris, Susan York, April 1, 2005, “What's your position in the market?”, Corporate Report
Wisconsin, Page: 3

Oyeniyi, Joseph Omotayo; Abiodun, Joachim Abolaji, 2009, “SWITCHING COST AND
EXPERIENCE”, Business Intelligence Journal