Group Work In MQ2

Maria Andreu
Antoine Cantaloup
Eliott Auvray
Matteo Meacham
Pablo Bettas-Begalin

Contribution of each members:

Maria Andreu → 20%

Antoine Cantaloup → 20%
Eliott Auvray → 20%
Matteo Meacham → 20%
Pablo Bettas-Begalin → 20%

Research question:

In this questionnaire, we first want to know if the choice as well as the use of the phone is
generational or sexual. We also have the goal to study the different behaviors of consumers
and see if there is a correlation between the behaviors of each and the following information:
age and gender. Lastly, we want to highlight the distinct behaviors specific to each
generation.

Hypothesis:

1/ young buyers will buy a phone for its brand

2/ young buyers don’t take care about the capabilities of the phone
3/ young buyers chose their phone because its trendy
4/ older people chose a phone for their performance
5/ older people do not take care of the brand of the phone
6/ professional people choose their phone depending on the capacities phone in relation with
their job
7/ professional people do not buy a phone for the entertainment or to maintain social ties
8/ young poor people will still buy the trendy phone even though it is expensive
9/ young people are more sensitive to trends than the older ones
10/ older people are going to use their phone for primary needs than youngers
11/ older people are going to use their phone less than youngers
12/ younger people spend most of their time on social media
13/ older people spend most of their time on internet to be informed about the actuality
14/ young people will use it more daily than old people
15/ people between 18-24 will spend on their phone at least 4 hours per day
16/ for the use of internet we think that the answer will be globally the same for each
generation

Explanation:

The first behavior and hypothesis we want to illustrate is that younger buyers will prioritize
the brand of the phone over its capabilities, where having the trendy model is more important
even though it means the phone isnt the best.
We believe older people will prefer a phone that performs well, that will last longer and that
will meet the needs of the user in question, even if the brand of phone is not "trendy" or
recognized by the majority as the best.

In addition, people in the professional world will prefer a phone that will be useful in their
work while people either not yet in this world or out of this world will be more likely to buy a
phone for their entertainment or only to maintain social ties. To finish on this point, we want
to try to identify the following point: fewer elderly people despite their financial situation will
still buy the trendy phone even though it is expensive. It seems logical to us that the
so-called "young" people are more sensitive to trends than the "old" among us.

The second element we want to identify concerns the use of the phone. For that, we asked
their age and gender to see if this has an influence, both in terms of time of use and the way
it is used. It is difficult to make a hypothesis on this point, even if we think that the "seniors"
will use it for more primary needs than the younger ones and less time than the younger
persons. Even if today almost everyone, whatever his generation, is at least on a social
network. Young people use their phones principally to go on social media. However, it is
difficult to predict how the "older" use it in majority. Maybe, we think that they’re going to
spend their time on the internet to be informed about the actuality. Concerning the time of
use, we think that the "youngest" will use it more daily since they were born with this
technology, or at least have grown up with it. For the older generations, according to this
logic, they should use their phone less such as one hour per day, in the other side we think
that people between 18-24 will spend on their phones at least 4 hours per day

Finally, concerning the use of the Internet we think that the answers will be globally the same
as for the global use of the telephone in general.

Questionnaire :

Question 1: What is your gender?

Question 2: How old are you?
Question 3: How do you view your financial situation?
Question 4: Do you have a phone?
Question 5: Did you choose it?
Question 6: If "Yes, I have one", what is the brand of this one ?
Question 7: Does the brand of your phone matter ?
Question 8: On a scale on 1 to 7, what are your selection criteria ?
Question 9: How often do you change your phone ?
Question 10: What is the motivation of your change of phone ?
Question 11: How much money could you put into the purchase of your phone ?
Question 12: On a scale on 1 to 7, why do you purchase your phone ?
Question 13: What is your daily usage time ?
Question 14: What type of application do you spend the most time on ?
Question 15: Do you consider that the time you spend on these applications is "useful"?
Question 16: On a scale, do you consider that the time you spend on these applications is
"productive"?
Question 17: On a scale on 1 to 7, what do you use the Internet for ?
Question 1: What is your gender?

o Male
o Female
o Non-binary / third gender
o Prefer not to say
Question 2: How old are you?

o YOU < 19 years

o 18 years < YOU < 31 years
o 30 years < YOU < 46 years
o 45 years < YOU < 61 years
o YOU > 60 years
Question 3: How do you view your financial situation?

o Low
o Sufficient
o High
Question 4: Do you have a phone?

o Yes, I have one

o No, I don't have any
Question 5: Did you choose it?

o Yes
 o Not
Question 6: If "Yes, I have one", what is the brand of this one?

o Apple
o Samsung
o Huawei
o Wiko
o Xiaomi
o Nokia
o Oppo
o Others
Question 7: Does the brand of your phone matter?

o Yes, it is
o Not, it is not
Question 8: On a scale of 1 to 7, what are your selection criteria?

1 2 3 4 5 6 7

Telephone
capabilities
o o o o o o o

You follow
the trend
o o o o o o o
 Brand
reputation
o o o o o o o

Price o o o o o o o
Question 9: How often do you change your phone?

o Every year
o Every 2 years
o Every 3 years
o More than 3 years
Question 10: What is the motivation for your change of phone?

o As soon as the new model is released

o As soon as it stops working
o When is too old
Question 11: How much money could you put into the purchase of your phone?

o Less than 150$

o Between 150$ and 499$
o Between 500$ and 999$
o More than 1000$
Question 12: On a scale of 1 to 7, how do you purchase your phone?

1 2 3 4 5 6 7
 For your job /
studies
o o o o o o o

For your
enterteinmen
o o o o o o o
t

To inform you o o o o o o o
To evolve
your social
o o o o o o o
relationships

To do as the
others do
o o o o o o o

Question 13: What is your daily usage time?

o Less than 1 hour

o Between 1 hour and 2 hours
o Between 2 hours and 3 hours
o Between 3 hours and 4 hours
o Between 4 hours and 5 hours
o More than 5 hours
Question 14: What type of application do you spend the most time on?

o On social networks (Snapchat, Instagram, Twitter, ...)

o On games app
 o On streaming app (Deezer, Netflix, AmazonPrime, ...)
o On office app
o On photos app
o On internet
o Other

Question 15: Do you consider that the time you spend on these applications is
"useful"?

o Yes, I think so
o No, I don't think so
o I have no opinion
Question 16: On a scale, do you consider that the time you spend on these
applications is "productive"?

Not Mightly Moderatly Productive Very

productive productive productive Productive

Feeling o o o o o
Question 17: On a scale of 1 to 7, what do you use the Internet for?

1 2 3 4 5 6 7

To inform you o o o o o o o
For your
entertainmen
o o o o o o o
t
 For your job /
studies
o o o o o o o

Description of the sample on socio-demographic variables:

The sample we have studied concerns the entire world population, all ages and all genders
are concerned. The objective of studying such a large sample is to know if there is a
difference in phone use between generations. The social demographic variables that
come into play are obviously age and gender, whether a girl will use her phone more than
a man, and whether there is a generational difference. Will a young woman use her
phone more than an older woman, this is the kind of question we want to answer with
our questionnaire. Variables such as nationality or family status are not taken into
account in our questionnaire. However we ask people to estimate their "financial
situation" to know if they potentially buy a phone within their means or on the contrary to
have a certain social image they can buy a phone above their means. The fact that the
youngest among them can have their parents buy their phone may also come into play,
which is where the question "Did you choose your phone?" come in. Indeed, one can
receive his phone as a gift, which can impact the brand of it or its use.

Description of the variables involved in the hypotheses:

The variables involved in the hypotheses are obviously first of all the socio-demographic
variables. The most important thing is to know if these variables can have an influence
on the behavior of telephone consumers. The two most important variables in our
opinion are age and gender. Variables related to the set of questions asked about phone
use are also involved. The purpose of this research is to find out if there is a correlation
between socio-demographic variables and phone use. More than generational, this use
is the result of the evolution of each person with new technologies. Moreover, we want
to know if the income of each person influences firstly the brand chosen at the time of
the purchase and secondly on the use of this one. Finally, each variable is correlated with
the other variables dedicated to the phone in general.

Description of the associations for each hypothesis:

First, we have analyzed two variables: variable X being young people and variabel Y
being the brand phone. Therefore, thanks to the questionnaire, we have been able to
observe that at the end, yes they are related. The data shows that among 228 people,
178, belonging 100% to young people, says that the brand of the phone does matter. In
this decision it is clear that the brand that most attracts young people is Apple. Apple
dominates the possible answers with 169 chosen. By this, we can conclude that people
around 18 years old would choose a phone based on his brand, and in this case they will
probably prefer an Apple.

The second assumption we make is that older people will choose a phone for its
capabilities rather than for the brand's reputation. This hypothesis makes a direct
correlation between one's age and the influence that the majority can exert on them. In
other words, if the majority says that one phone is better than another, then we will buy
that phone because the majority chose it to be better based on the reputation of the
brand. This hypothesis correlates directly with the fact that we think that younger people
will be more easily influenced than older people. A younger person will care more about
how people look. This is why we can find ourselves in situations where a person earning
little money buys a phone that will be out of his or her budget so as not to feel judged
because he or she will not have the latest fashionable phone. We think that the
"pressure" exerted by the majority can have an influence on the behavior of everyone,
especially among the youngest. However, we believe that this variable does not come
into play or only slightly among older people.

Also, we do think that in work, people will choose a phone just by their utility, by their
capacity. For that, we can see an interesting correlation between these two items
because as we see in the qualtrics statistic, people around 30 and 46, that we suppose
are working in a company, or in the work world, chose a phone only because of their
capacities. When we ask people why they purchase a phone, the second most selected
is “for the job”, this shows that people put their work first when choosing a phone.

Concerns assumptions related to the use of the phone. We believe that young people will
mostly use it for entertainment and to create or maintain social relationships. The use
remains on the whole superficial. While older people are expected to use it for more
primary needs, such as searching the internet.
The same should be true for the time the phone is used. Knowing the difference in phone
usage, people using the phone for entertainment will probably have more screen time
than people using the phone for internet research for example. Similarly, younger people
should have more screen time than older people since they have grown up with these
new technologies and have a greater predisposition to use this object. For some people,
discovering by their old age this new technology, they do not necessarily know how to
use all its capabilities. Finding themselves limited, their time of use will obviously be
reduced.

Link of the survey:

https://neoma.eu.qualtrics.com/jfe/form/SV_el2fsatZWFKgiMe