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Mobile Phone: Brand Perception and Consumer Behaviour Respondent H A. General Information 1* Your gender is: Female 2* Your age group is: 18 V 24 yrs 3* Where do you get information about mobile phones? 1. Forums: Discuss.com/ Uwants.com 2. Mobile phone websites: ringhk.com/ dcfever.com/ eprice.com.hk/ engadget.com 4* Are you using a smartphone phone? Which operating system (OS)? No. It is a simple mobile phone. B. About Windows Phone How much do you like the following functions of Windows Phone 7: (5 V Very favorable; 1=Least favorable) 5* Xbox (Game) 2 6* Zune (Music & video device) 3 7* Marketplace (Apps store) 2 8* Multi-tasking 3 9* Multi-touch screen 2 Based on your past experience/ impression, how do the Windows Phones perform in the following areas: (5=Very Good 1=Very Bad)? 10* Design 4 11* Price 4

12* Screen Size 4 13* Touchscreen 3 14* Camera quality 4 15* Sound quality 4 16* Video quality 4 17* Games 3 18* Apps variety 3 19* Internet connection 4 20* Battery life 4 21* Easy to use 4 22* Document reading/ editing 3 C. Brand Perception How much do you like the following brands? (5=Very favorable 1=Least favorable)? 23* iPhone 4 24* Google Andriod 3 25* Nokia Smartphone 3 26* Windows Phone 3 27* Blackberry 3 28* Nokia mobile phone (excl. smartphone) 4

29* HTC 3 30* Samsung 3 31* LG 3 32* Sony Ericsson 3 D. Purchase Criteria Please indicate the importance of the following criteria when buying a mobile phone: (5=Most important 1=Least important)? 33* Design 4 34* Brand 4 35* Price 4 36* Screen Size 4 37* Touchscreen 3 38* Camera 4 39* Sound quality 4 40* Video quality 4 41* Games 4 42* Apps variety 3 43* Internet connection 4 44* Battery life 4 45* Easy to use 4

46* Document reading/ editing 4 47* Multi-tasking 4 48* Multi-touch screen 3 49* Will you choose to buy a smartphone? No. It is a simple mobile phone. What are the 3 most important reasons for you to Buy/ Not to buy a smartphone? 50* Reason 1: function 51* Reason 2: price 52* Reason 3: design E. Usage Pattern How often do you use the following functions? (5=Most often and 1=Least often) 53* SMS 4 54* MMS/ Video Call 4 55* Music Listening 4 56* Video/ Movies/ TV watching 4 57* Photo shooting 4 58* Web surfing 3 59* E-Mail 3 60* Social networking (Facebook/ Yahoo/ Google/ MSN) 3 61* Documents Reading/ Editing 3 62* Gaming

3 63* Apps/ software downloading 3 64* Picture/ Ringtone downloading 4 65* Maps/GPS 3 66* News reading 3 67* Mobile Banking 3
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