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INTRODUCTION
With the passage of time, advents in technology have given new meanings to almost everything around us. Every preconceived notion and idea has been forced to go through a metamorphosis to keep in line with the growing pace of change. This tidal wave of change has surely altered communication drastically. The new advances have led to addition of many new forms which came about as a revolution. The communicative revolution that concerns us is actually the third wave, according to which information can now be transmitted through electronic signals and controlled waves present in the air around us. A mobile phone is an electronic device which is used in two way communication. To make use of a mobile phone, connection to a cellular network is required which is an interconnection of base stations through which signals are transmitted, hence the mobile uses those signals to forge and maintain connection. A user using a mobile phone can make or receive telephone calls to and from other cellular networks and also fixed line phones worldwide. Each mobile phone holds a subscription with a cellular network which then connects it to a mobile network operator and thus lets communication to flow freely. Mobile phones are not used for calls only, especially modern mobile phones. They offer a wide variety of communicative services such as: text messaging sending and receiving emails voicemails accessible through voicemail inbox access to internet MMS (Multimedia Messaging Service) interactive games connectivity through Bluetooth and/or USB, infrared music player camera GPS (Global Positioning System) With the influx of countless models of mobiles in the UK market, with minor or significant differences in features, generally they are categorized into two groups. We have feature phones, which are normally characterized as low end mobile phones having less functions, whereas at the other extreme we have Smartphone which are high end phones with sophisticated, computing capabilities. Hence the focus of this report is to discuss a Market Research Study with the aim of providing readers with a comprehensive insight into the factors that influence the consumer behavior when it comes to choosing mobile phones, particularly for UK
market. Once the factors have been determined, this report will further shed light on the market research objectives as well as the main purpose and procedure for this proposed market research study. In addition to the aforementioned topics in this report you will also find ample information regarding how to conduct a qualitative and quantitative market research study explaining the finer points in detail. Also a proposed reporting research schedule and timing, fees and credentials will be a part of this report. The reports prime focus will be on the consumer influences because it is these factors that aid the consumer in making a rational choice when given several alternatives to choose from. The consumer would first have to have a need or a problem for the satisfaction of which a product would be required. In this case we have the purchase of a mobile phone. Hence factors influencing consumer behavior in choosing a mobile phone from the different brands will be considered.
RESEARCH OBJECTIVES
As the main research objective of this study is to identify the factors that influence consumer behavior at the time of choosing a mobile phone brand; hence, the primary research objectives are stated below which have been further subdivided into sub objectives to illustrate the point further. Primary objectives are: Demographic factors Psychographic factors Behavioral factors Following are the sub objectives providing explanation for each of the research studys objectives: Demographic factors: are those factors influencing consumer behavior which are the consumers factors comprising of age, gender, income, occupation, education, religion and nationality. Demographic factors are important as consumers belonging to similar demographics have alike buying patterns. Based on the research study result, researchers would know what brands are favored by the male or female consumers, also depending on the income and occupation which brands would be the choice for consumers. Psychographic factors: comprise of factors that are based on consumers social class, lifestyle and personality traits. A point to be noted is that same demographics may have very different preferences when it comes to psychographic structures. Some brands are chosen over others if they are better at portraying an image which truly reflects the consumers psychographics. Behavioral factors: are specifically related to the buyers habits and their attitudes towards different brands. Basically it comprises of components that tell about the consumers knowledge, attitudes and responses to a product. If the marketer has ample knowledge about these behavioral variables then it makes the research very informative.
It is widely believed that quantitative research methods which are based on scientific mode of study are the most effective in delivering a credible research hypothesis. Though there are other methods too, but they do have their shortcomings as well. If a pure statistical quantitative research method is implemented the results would not be comprehensive enough. They would only depict the general evaluation of the research and not the finer details that went into forming this conclusion. Another method for that matter is pure observational approach; again this mode is not favourable as it is primarily based on the researchers supposition of the hypothesis. Therefore this approach is greatly endangered by distortion of the final conclusion and lacks credibility as a result of it. Phenomenological method is another approach that can be taken as it asks the researchers to better understand the idea or hypothesis in relation to all its aspects and then form an evaluation based on the experiences felt by the person under its influence. In the end to sum up, its best suggested that statistical method be used for quantitative purpose and qualitative approach be taken to research the factors. As this combination of methods incorporates both the pros and cons of the respective approaches so it will, in most probability, helpful in delivering a credible and unbiased evaluation at the end of the research study.
Question 8 will aim to discover the power friends have on consumer preferences as part of the psychographic factors. Generally it is believed that family, friends and peer pressure play a vital role in this area, this question will be finding out whether there is any truth to this notion or not. Question 9s purpose is to obtain information regarding how much consumers are willing to spend on the purchase of a mobile phone. Price is in relation to income which is a component of demographic factors. Also if a trend in low spending is observed then this would mean that there is a need for lowering the prices. Question 10 will ask the participants to make a choice between two of the most coveted mobile phone features. In addition to the usual ones features available, preference for camera and Wi-Fi will be asked for. Question 11 is in extension to the earlier asked question, asking what are the features that they most want in their mobile phones. It is expected that the answers will greatly depend on the age of the participants. Question 12, the last question, will actually provide additional information about the consumers assessment of the available brands. This will also show which brand the consumers think is the market leader, the response to this question will be interesting as it may be in contrast to what the marketers expectations are.
As the research has to kept bias free so it is important that the respondents are chosen at random from the targeted segment. The researcher should thus aim to distribute the questionnaires to people who can be counted on for providing the best possible response. For our study, prime focus would be UK residents. It will be this collected data which will be analysed and evaluated. Since our study encompasses the whole UK market, so the researcher will aim to get 100 survey questionnaires by the residents of four main countries of the UK (England, Wales, Scotland and Northern Ireland). Each participant will be at complete liberty to refuse to participate in this survey, only after their consent would they be given a questionnaire to fill. Correct purpose of the study will be explained to them. After all the data has been collected, it will then be analyzed and interpreted with the use of computing aids in order to be certain about the veracity of the study. These results will be compiled as a report in addition to study results, recommendations and conclusions. For the meeting this report will be presented along with a PowerPoint presentation.
At the completion of all these steps, final evaluation will be carried out. This evaluation will incorporate elements from all the parts of the whole research proposal study, the purpose for this detailed study will be to avoid all forms of prejudice that might have seeped into the study at any step of the process. In the final 7th week, after the study is completed, final review will take place.
Projected Cost of undertaking the Proposed Research Study Projected Expenses Cost in Pounds ()
Marketing Experts Fees 1,200* Food Allowances (25 per day total days 10) 250 Travel Expenses 60 Printing Expenses 50 Shipping Expenses 75 Volunteer Allowances (30 per person total persons 3) 90 Miscellaneous 75
APPENDIX I
What do you mostly use your phone for? Rate the activities as per most use. text messaging sending and receiving emails voicemails accessible through voicemail inbox access to internet MMS (Multimedia Messaging Service) interactive games connectivity through Bluetooth and/or USB, infrared music player camera GPS (Global Positioning System) Would you choose a brand that your friend is using? Yes No Maybe How much are you willing to pay for a mobile phone of your choice? 49 - 99 100 149 150 199 200 249 250 299 300 - onwards Do you prefer a better camera to access to Wi-Fi? Yes No Maybe What are your preferences in choosing a mobile phone? access to internet expandable memory radio camera GPS (Global Positioning System In your opinion, which brand is the UK market leader in mobile phones? Blackberry iPhone Nokia Sony-Ercisson Samsung Need an essay? You can buy essay help from us today!