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CONSUMER BRAND

PREFERENCE
FOR MOBILE PHONES
by
Judy Ann M. Balmores
Kenneth P. Camar
Charissa Grace G. Mauleon
Angelika R. Reyes
Kristine N. Yu
Findings
Findings

INDICATORS OWM VI

Technical Features 4.48 I


Physical Properties 4.21 I
Social/External Influence 3.74 I
Price 4.42 I
Country of Origin 3.68 I
Brand 4.22 I
Trend 3.67 I
Freebies 3.46 SI
Uniqueness 3.60 I
SIGNIFICANT
Social/
Respondent Technical Physical Country of
External Price Brand Trend Freebies Uniqueness
s’ Profile Features Properties Origin
Influences

fv pv fv pv fv pv fv pv fv pv fv pv fv pv fv pv fv pv

Sex
- - - - - - - - - - 1.991 0.049 - - - - 2.129 0.035

Age
- - - - - - - - - - - - - - - - - -

Income
- - - - - - - - - - - - - - - - - -

Occupation
- - - - - - - - - - - - - - - - - -

Preferred
Mobile - - - - - - - - - - - - - - 2.927 0.039 - -
Phone

Mobile
Phone - - - - - - - - - - - - - - - - - -
Usage
NOT SIGNIFICANT
Respondents’ Social/
Technical Physical Country of
Profile External Price Brand Trend Freebies Uniqueness
Features Properties Origin
Influences

fv pv fv pv fv pv fv pv fv pv fv pv fv pv fv pv fv pv
Sex
1.819 0.071 0.300 0.765 1.140 0.256 1.792 0.076 1.374 0.172 - - 0.898 0.371 0.103 0.918 - -

Age
- - - - - - - - - - - - - - - - - -

Income
0.389 0.698 1.241 0.217 0.146 0.884 0.633 0.528 0.295 0.768 0.049 0.961 0.174 0.862 0.255 0.799 0/907 0.366

Occupation
1.787 0.077 0.364 0.716 1.077 0.284 0.661 0.510 0.146 0.884 0.266 0.791 0.816 0.416 0.901 0.369 0.780 0.437

Preferred
Mobile 0.700 0.555 2.509 0.065 0.922 0.434 1.296 0.282 2.301 0.083 0.784 0.506 1.43 0.239 - - 1.500 0.221
Phone

Mobile
Phone
- - - - - - - - - - - - - - - - - -
Usage
Conclusion
Conclusion
Based on the findings, the researchers
arrived at these following conclusions:
1. Profile of the Respondents
In terms of sex, females got a higher percentage of
frequency than male. Moreover, in terms of age,
respondents within the age bracket of 16-25 years
old got the highest percentage of frequency.
Additionally, in terms of income, those with an
income of Php 10,000 and below got the highest
percentage of frequency. In terms of occupation,
Conclusion
the one that got the highest percentage of
frequency were the students. As for the
preferred mobile phone, those who prefer
Samsung got the highest percentage of
frequency. And finally, in terms of mobile
phone usage, the use for Internet (web
browsing, social media) got the highest.
Conclusion
2. Level of Assessment
As for the grand mean, the different mobile phone
aspects which are considered in choosing a mobile
phone namely “Technical features”, “Physical
properties”, “Social/External Influences”, ”Price”,
“Country of Origin”, “Brand”, “Trend”, “Freebies”,
and “Uniqueness” got an overall weighted mean of
4.48, 4.21, 3.74, 4.42, 3.68, 4.22, 3.67, 3.46, and 3.60
respectively with only “Freebies” getting a verbal
interpretation of “Somewhat Influential” while the
rest were verbally interpreted as “Influential”.
Conclusion
3. Significant Difference
When the respondents were grouped according to
their preferred mobile phone, only in the factor
“Freebies” were there found to be a significant
difference between the level of influence of those
who prefer “Samsung”, “Apple”, “Oppo”, and
“Asus” as mobile phone brand with those who
prefer “Oppo” being more influenced by
“Freebies”.
Conclusion
Also, when they were grouped according to sex,
only in the aspect “Brand” and “Uniqueness” were
there found to be a significant between male and
female, with “Female” being more influenced for
both aspects. And for the rest of the aspects not
mentioned when the respondents are grouped
according to their preferred mobile phone, sex,
income, and occupation, there was no significant
difference found in their level of influence.
Recommendations
Recommendations
1. For the “LTE Capable” feature, the researchers
recommend the telecommunication service
providers to provide a faster mobile data
service to its subscribers.
2. For the “Thickness/Thinness” attribute of a
mobile phone, the researchers recommend that
mobile phone manufacturers improve the
quality of materials in developing slim mobile
phones to assure the consumers of its sturdiness
and toughness despite its thin look.
Recommendations
3. For the “Celebrity Endorser” factor, the
researcher recommend that mobile phone
marketer choose more credible celebrity
endorser that would provide truer testimonials
and show that they really used and love the
product they are endorsing.
4. For “Freebies”, the researchers recommend
mobile phone marketers to provide freebies
that have a valuable for the consumers and
also in trend.
Recommendations
5. For the “Digital TV” feature, the researchers
recommend that mobile phone companies
collaborate with the cable TV providers in
finding a way to make the viewing of cable
channels available in their mobile phones .