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Written Assignment Unit 3

University of the People

BUS 3302: Consumer Behavior

Opeyemi Oladiji, Instructor

July 6, 2022
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Focus group about headphone brands used by the

participants
The focus group that I am conducting is on the topic of the headphone brands used and preferred

by teenagers and young adults in my area. I'll be conducting the research focusing mainly on

Lenovo's headphone brand and its Legion series. While conducting the study I'll present the

participants with Lenovo Legion H500 Pro 7.1 headset and ask for opinions about it.

Participants involved in the study

Participant 1

Gender: Female

Age: 26

Economic Activity: Software Engineer

Participant 2

Gender: Male

Age: 21

Economic Activity: College student

Participant 3

Gender: Female

Age: 17

Economic Activity: High school student

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Participant 4

Gender: Male

Age: 27

Economic Activity: Business manager

How does this small sample not represent the local

population?
The people in this focus group were my neighbors and friends, and they do not represent the

local population because,

1. The answers derived from the study is only limited to these four individuals' personal

perspective and cannot determine the preferences of the whole population.

2. We need to take the perspective of a large population to represent the local population.

Questions I asked
1. Do you use headphones for listening to music, podcasts, videos, or gaming?

2. If so, what headphone brand do you use on a daily basis?

2. Have you owned any other brands in the past? What were they?

3. Would you recommend the current brand you're using to others?

4. Would you buy the same brand you're using in the future?

5. Do you know about the Lenovo Legion H500 Pro 7.1 headset? What are your opinions about

it?

6. If you have to choose any other brand apart from what you're using, what would you choose?
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7. Out of 10, how much would you rate Lenovo's Legion H500 headphones in terms of

durability, quality, sound effects, design, and convenience?

8. Name other headphone brands that you're aware of.

9. Do you prefer purchasing electronic products such as headphones online or offline?

10. After learning about Lenovo's Legion series, would you purchase it?

Responses summary
The questions were asked to youngsters and young adults around the ages of 15-30. All four

participants were cooperative and answered all of the questions asked. They all used headphones

daily to listen to podcasts and music, watch videos, and play video games. They were aware of

brands such as Bose, Sony, AKG, Sennheiser, and JBL. The participants were users of Sony,

Bose, JBL, and Lenovo respectively. They agreed that they'll recommend the brands they are

using to others. However, only 2 agreed that they'll buy the same brand in the future. Only 1

participant from the study has used a different brand in the past, which was Sennheiser.

Only 2 out of 4 were aware of Lenovo's headphone series which included the Lenovo headphone

user. The ratings for Lenovo Legion H500 were 8, 9, 7, and 10 respectively. Only 2 participants

were willing to buy the products in the future. All of them preferred to buy the headphones

offline as it would provide them with a tangible experience.

What did I learn about the topic?

I learned that the study wasn't enough to determine the local population's perspective on the

product. I also learned that the participants that I researched were aware of headphone brands.

Their reactions to Lenovo Legion H500 Pro 7.1 headset were favorable as they rated it 7 and
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above. However, we cannot be so sure if the majority of the local population is aware of

headphone brands and will prefer the Lenovo Legion series over the others.

Additional information that's needed to get on this topic

I understood from the focus group that the Lenovo Legion series was liked by both Females and

Males ages 15-30. I'd like to learn more about the age groups from 30-50 and their opinion on

headphone brands and the Lenovo Legion series. I'd also like to know about when the

participants use their headphones, for example, at work, commuting, studying, or relaxing at

home.