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MARKETING PROJECT ON:

PERCEPTION OF YOUTH ON DIFFERENT MOBILE BRANDS

SUBMITTED TO: PROF:KUNAL GAURAV


(Director Of Research And Publication)

SUBMITTED BY: M.VAMSHI KRISHNA 11M087

DHRUVA COLLEGE OF MANAGEMENT

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Perception of youth on different mobile brands

Contents
1. 2.

Preface Abstract

3. Introduction 4. History of mobile phones 5. Scope and significance of study 6. Objectives 7. Advantages and disadvantages 8. Literature review 9. Conclusion 10.Bibliography 11.Annexure

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Perception of youth on different mobile brands

Preface:

The survey gives an insight of the perception of people on different mobile brands.It helps us understand the brand preference on the basis of loyalty , service , brand image , status and price.The survey also conveys the fact on the drawbacks of different mobile brands and perception of people on china mobiles.

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Abstract:
The survey is concerned with how youth prefer buying mobile phones of different based on their perception. Here are different Factors influencing their perception. That include: Brand image, service, status , price and loyalty etc,.It also deals with how and what do people take into account as their choice in buying mobile phones of different brands. The methodology used in this survey is questionnaire process, which is developed through the internet and circulated to the various people on social networking site (since the survey is entirely based on youth perception). The survey includes both qualitative and quantitative studies. Finally the results are conveyed on the basis of their perception in percentages done through the survey.

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Perception of youth on different mobile brands Introduction:


Nokia is the market leader in the mobile world. However, years competition emerged with brands such as Samsung , apple , Sony , motorolla , LG ,and other brands chipped away at Nokia's market share. Android powered smartphones also gained momentum across the region at the expense of Nokia. In India, their market share also dropped significantly to around 31 percent from 56 percent in the same period. Their share was displaced by Chinese and Indian vendors of low-end mobile phones. The top five manufacturers by market share were Nokia followed by Samsung, LG Electronics, ZTE and Apple. The Sony Ericsson and Motorola who were previously among the top five list. Outside the top five a significant market share was achieved by many smaller and new brands. In 2011, Apple surpassed Nokia as the world's biggest handset vendor by revenue, as Nokia's market share dropped to 29 percent in 2011.

Top brand manufacturers of mobile phones are:


1.Nokia 2.Samsung 3.Apple 4.Sony 5.Motorolla 6.LG

History of mobile phones: Dhruva college of Management .


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The introduction of hexagonal cells for mobile phone base stations, invented in 1947 by Bell Labs engineers at AT&T, was further developed by Bell Labs during the 1960s. Due to their low establishment costs and rapid deployment, mobile phone networks have since spread rapidly throughout the world, outstripping the growth of fixed telephony. In 1945, the 0G generation of mobile telephones was introduced. 0G mobile telephones, such as Mobile Telephone Service, were not officially categorized as mobile phones. In 1970 Amos Joel of Bell Labs invented the "call handoff" feature, which allowed a mobile-phone user to travel through several cells during the same conversation. Martin Cooper of Motorola is widely considered to be the inventor of the first practical mobile phone for handheld use in a non-vehicle setting. Using a modern, if somewhat heavy portable handset, Cooper made the first call on a handheld mobile phone on April 3, 1973. At the time he made his call, Cooper was working as Motorola's General Manager of its Communications Division. Fully automatic cellular networks were first introduced in the early to mid-1980s (the 1G generation). The first fully automatic mobile phone system was the 1981 Nordic Mobile Telephone (NMT) system. Until the early 1990s, most mobile phones were too large to be carried in a jacket pocket, so they were usually permanently installed in vehicles as car phones. With the advance of miniaturization and smaller digital components, mobile phones got smaller and lighter.

Mobile brands:

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Mobile revolution has touched our lives in so many ways that it's hard to imagine existence without a mobile phone. It not only helps us stay connected with our family, friends, and work but it has also become our camera phone, personal digital assistant, navigation tool, music/movie player, video recording device, a gaming pad, a style statement, and beyond.

There are hundreds of mobile manufacturers and service providers in the world that are responsible for this unprecedented mobile phenomenon. On one hand the mobile makers continue to woo the consumers with newer, more innovative, mobile models on the other they are at supremacy-war with each other for the mobile market is massive and so are stakes. The major war-zones are the developing nations like India where an overwhelming mobile growth is taking place (Buy mobiles in India). While leading mobile brands are fighting to maintain their strongholds and to break new grounds, the newcomers are sweating to find their foothold. It's an exciting world of choices for the end consumer. Owning a mobile phone today is not a luxury or privilege it's a necessity. From executives to students, from business tycoons to the rural farmers mobile brands are catering to everyone.

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There are mobile phone models specifically designed for each type of user so that no one is left behind. The mobile mania is for real. If the ever expanding spectrum of mobile models is a revolution in the making, mobile brands are the revolutionaries. If brand Nokia is synonymous to a mobile phone, Apple (of iPhone) is the mobile style master. If RIM BlackBerry oozes professionalism, and HTC adds freshness. If Google decides to create a mobile OS, Dell wants to build the mobile itself. If the global mobile brands are steering towards hot markets, regional heads are popping up to steal their share of the heat. The result an array of mobile brands to choose from.

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Scope of the study


The scope of the study is based on the youth preferences of how they are going crazy about the mobile phones and what brand are they preferring to purchase on their perception.

Significance of the study:


Significance to the industry:
This research will help the mobile brand companies to know how the current scenario of purchasing mobile brands based on their perception youth. This also helps out to know how well the brands are positioned in peoples mind. They include services, quality, status, loyalty and brand image of the company.

Significance for the researcher:


Exposure to the respective brands.
Studying the perception of youth on different mobile brands through the respondents.

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Objectives:

To know which brand of mobile people are using. To know how many youth are loyal to one type of brand. To know the best mobile brand according to youth preferences. To know which mobile brand provides the better service. To know the draw backs of a few companies in manufacturing their mobiles. To know which brand does people choose as their status value. To know how many people are using the same brand. To know the competition fit between Nokia and HTC. To know their view if in case a lap top brand launches a mobile phone.

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Advantages:

Cost effective. More sample size can be considered. Questionnaires are easy to analyze. Data entry and tabulation can be easily done with computer software.

Questionnaires reduce bias since, there is uniform question present. There are no verbal or visual clues to influence the respondent. The respondent is free to complete the questionnaire on his own time-table quickly in less time.

Disadvantages:
low response rates. It affects the statistical analysis. It lowers our confidence in the results. Respondents cant offer their views. By allowing frequent space for comments, the researcher can partially overcome this disadvantage... The lack of personal contact will have different effects. Sometimes the respondents may not be the people who you actually need to survey. Many of the people may not attempt the survey. Some of them may provide false information.

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Literature review:
Brand is essentially the sum of all experiences related to the product, service, and companies that make and deliver the product. Brand perceptions are shaped by functional experiences (i.e. speed, quality, reliability, ease of use). They provide the insight to understand customers needs, goals, habits and satisfaction levels when they engage with them and their competitors and provide conceptual and design validation that result in actionable recommendations for improvement. Brand experiences and perceptions are developed over time through a variety of sources, including: Previous experience with the brand Interactions with sales, customer service, and other aspects. Recommendations from friends and colleagues Advertising Brand image.

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Empirical Investigation among Malaysian Customers Brand preferences and product attributes:
Empirical investigation among Malaysian customers in building brand preferences six strategies are necessary: 1) Need association- the product/brand linked to need through repeated messages. 2) Mood associations- brands should be associated with good feelings through slogans, songs. 3) Subconscious motivation-use of symbol to excite consumers subconscious motives. 4) Behavior modification-consumers are conditioned to buy the brand by controlling cues and rewards. 5) Cognitive processing-penetrating perceptual and cognitive barriers to create favorable attitudes towards the brand/product. 6) Model emulation- portraying idealized lifestyles for consumers to imitate. People seek products that have attributes that solve their problems and fulfills their needs. Understanding why a consumer choose a product based upon its attributes(characteristics) helps marketers to understand why some consumers have preferences for certain brands. Both tangible and intangible attributes of a product are equally important in choosing a product or brand. There is no evidence of attributes related to customer loyalty than others. However, this study did not specify what sort of attributes marketers should associate the brand with; i.e. whether they should be relevant or irrelevant attributes, tangible or intangible etc. This is because it is important that consumer accurately lean about product attribute performances since it would influence their interpretations of product performance by causing memory encode.

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Some attributes may still be important in influencing consumer choice. Perceptions on product performance based on salient attributes are more important in influencing the consumer purchase behavior than actual product attribute. Similarly, Human values influence the importance of the products tangible attribute importances that are already important to consumers. However perception of product performance on the salient attributes is more important than actual performance. Marketing managers should know the attributes that consumers expect in a product and how positively or negatively they rate these attributes to help develop and promote a successful product. Retailers need not know of the product attributes perceived as the most important by each individual consumer group in order to build and maintain market share. It is the consumer who determines which attributes matter to them.Different consumer groups place different importance on different attributes .It was found that consumers categories asLP/SB (low product involvement/strong brand commitment) placed greater importance on product attributes and product orientations than LP/WB (weak brand commitment)consumers, which placed the most importance on price. In the long-run, managers need to build up a bank of consumer perception about the brand to make it the one most often thought of and make it difficult for competitors to have access to the minds of consumers. The brand name of the product itself is an important attribute. Brands have both functional (product-related) and symbolic dimensions. On the product related benefit side, consumer evaluates product performance based on its capabilities, usage effectiveness, and value for money and reliability. Therefore the brand name benefits perceived by consumers are highly interrelated to the product-based benefits. Big brand means a better image and a better product. Sometimes high price means a highly qualitative product. This could definitely be chosen by status attributed people. Thus the article focused on how people perceive their intentions on different brands.

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Research methodology
Title justification: the title is chosen as it specifies the perception of youth towards mobile
brands on the basis of loyalty, price, quality, service, status.

Sampling methods:
Population size:
56 respondents.

Sampling size:
50 respondents.

Sampling area:
People over different places through social networking.

Sampling unit:
People on social networking site.

Sampling technique:
Convenient sampling.

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Research design:
The questionnaire posted through survey monkey software to different people on social networking sites and Gmail and gathered the required information.

The two general type of research methods are used: 1. Exploratory research:
In well established fields of study, hypothesis usually drawn from ideas developed or glimpsed in previous research studies derived from theory. Research could be then used to determine if the hypothesis is correct. Too little is known, however about consumer reaction to marketing stimulate to permit the formulation of sound hypothesis in many specific situations. As a result, much marketing research is of exploratory in nature, emphasis is placed relative to new products or marketing practices that can be changed profitably.

2. Conclusive research:
Conclusive research provides information that helps the executives makes a rational decision. In some instances particularly if an experiment is run, the research in many come close to specifying the precise alternative to choose; in other cases, especially with descriptive studies, the research will only partially clarify the situation, and much will be left to the executives judgment. .

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Data collection:
Primary data has been used by me in the form of questionnaire and observation, which are the two basic methods of collecting primary data, which suffices all research objectives.
Secondary data sources like various internet sites and Google have been used.

Data analysis tools:


Data analysis tool used in this survey is the graph diagram for each questionnaire. The values are calculated using the survey process. The percentage for the values given by the respondents of survey is calculated and using the percentage values graphs. The types of graph used in this data analysis are:

Rectangular shaped bar diagram Cylindrical shaped bar diagram Area diagram Bubble diagram

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3D line diagram doughnut diagram 3D pie diagram

Key words:
Perception, status, brand, quality, service, loyalty.

Findings and discussions:


Nokia is considered as the best brand by the respondents followed by Samsung. Most of the people are split loyal of Nokia and Samsung. Sony inspite of its high brand image could not position its place in minds of the respondents.

And stood almost at the bottom of most important mobile brands. Apple positioned itself as a status brand among the respondents. Nokia is considered to provide the best service to its product. Samsung and nokia collectively are known for manufacturing quality mobiles for low prices.

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Lenovo being a laptop company positioned its brand in such a way that respondents are ready to accept its product as mobile.

HTC is known to compete with nokia in global market. China mobiles could not own any rating owing to their poor performance.

Data Analysis and Interpretation


Analysis based on questionnaires Q:what was your 1st used mobile brand? Dhruva college of Management .
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25 20 15 10 5 0 nokia sam sung sony m otorolla others

Interpretation:
The above bar diagram shows the number of people using different mobile brands.

Concrete terms:
Among 50 respondents, 22 people used nokia,21 people used samsung, 6 used sony,2 used motorolla,and 16 members used other mobile brands.

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Q:Which mobile brand are you using now?

others LG sony sam sung nokia 0 nokia which m obile brand are you using now? 21 5 sam sung 16 10 sony 5 15 LG 3 20 others 5 25

Interpretation:
The above graph shows the number of people using different mobile brands now.

Concrete terms:
Among the 50 respondents 21 are using nokia , 16 are using Samsung , 5 are using sony ,3 are using LG,and 7 are using other brands of mobiles.

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Q:Which mobile brand offers the best service for its product?

48.2%

25% 21.4%

3.6% 0 sam sung nokia HTC Sony

1.8%

LG

Apple

Interpretation:
The above graph shows the percentage of respondents and their perception towards the service offered by its brand.

Concrete terms:
Among 50 respondents, 25% said its Samsung , 48.2 said its nokia,3.6% said its HTC, 1.8% said its LG , 21.4% said its Apple and none of them said its Sony that offers the best service for its mobile product.

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Q:Which among these is the best mobile brand?

40 35 30 25 20 15 10 5 0 nokia sam sung m otorolla lg apple htc

Interpretation:
The above chart shows the percentage of respondents towards their best mobile brand.

Concrete terms:
Out of 50 respondents,19 respondents said that nokia is the best. 14 said that Samsung is the best. 2 said that Motorolla is the best. 14 said that Apple is the best. none said that LG is the best.

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Q:Does HTC competes with Nokia in worldwide market?

8% 10%

yes

no

cant say

equal with nokia


23%

59%

Interpretation:
The above graph shows the perception of respondents on competition between HTC and Nokia in global market.

Concrete terms:
Among 50 respondents, 59% said yes , 23% said no,10% said cant say, and 8 % said equal with nokia.

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Q:Which mobile would you prefer in case of status point of view?


80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% nokia sony apple m otorolla HTC sam sung

Interpretation:
The above graph shows the perception of which mobile brand do people choose as a status mean.

Concrete terms:
In the above graph it is clear that 70% members prefer Apple ,9% of the people prefer nokia , 6% prefer sony,2% each preferd motorolla and htc and 8% samsung are viewed mobile brands as status point of view.

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Q:Which brand is providing the best quality mobiles for low price?

samsung, 28 nokia, 21

others, 8

Interpretation:
The above graph shows the perception of respondents on which brand provides the best quality mobile phone for low price.

Concrete terms:
Out of 50 respondents , 28 stated that Samsung provides the best quality mobiles for low price. 21 stated its nokia and 8 stated other mobile phones.

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Q:How much do you rate china mobile phones for 5?

3 0 2 0 1 0 0 1 2 3 4 5

Interpretation:
The above graph shows how much did the respondents rated china mobiles for 5 as per its quality and their usage.

Concrete terms:
Among 50 respondents , 18 rated it on a scale of 1, 21 respondents on 2, 7 people on 3, 4 people on 4 and none has rated it 5 on a scale of 5.

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Q:What is your perception if Lenovo launches a mobile phone?

50 45 40 35 30 25 20 15 10 5 0 good better best worst

Interpretation:
The above graph shows the perception of respondents in percentage, on a lap top brand if in case it launches a mobile phone.

Concrete terms:
45% of the respondents said its good of Lenovo launching a mobile phone. 25% said its better,10% said its best and 25% of the respondents said that its worst of launching a mobile phone.

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Q:What is the drawback of different global mobile brands? specify.? Drawback


Sound system. Battery backup, less care centres. Care centres,high price,screen clarity. Less variants,battery,sound,clarity. Care centres,quality,low variants Key pad,sensitive,battery. High price,unavailability,cares centres.

Brand name
Nokia Samsung HTC Motorolla LG Sony Apple

Interpretation:
The above graph shows the perception of people on drawbacks of different mobile brands.

Concrete terms:
The survey has revealed that :

Nokia has a drawback of sound system. Samsung has a drawback of Battery backup, less care centers. HTC has a drawback of Care centres, high price, and screen clarity. Motorolla has a drawback of Less variants,battery,sound,clarity. LG has a drawback of Care centres,quality,low variants Sony has a drawback of Key pad,sensitive,battery. Apple has a drawback of High price,unavailability,and care centers.

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Conclusion:
Hereby I conclude from the research that . People are split loyal between nokia and samsung. People choose nokia as their best brand , a good service provider and known to produce quality mobiles for lower price. Samsung followed nokia in providing quality mobiles for low price. Apple positioned to be a status brand.Sony could not position its brand inspite of its brand image. People are least preferring china mobiles.

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Annexure:
QUESTIONNAIRE

1.What is your 1st used mobile brand? Ans: 2.Which mobile brand are you using now? Ans: 3. Which among these is the best mobile brand?
NOKIA SAMSUNG MOTOROLLA LG APPLE HTC

4. Which mobile brand offers the best service ?


NOKIA SAMSUNG APPLE LG HTC SONY

5. What is your perception if Lenovo launches a mobile phone?


GOOD BETTER BEST WORST

6. Which mobile would you prefer in case of status point of view?


NOKIA MOTOROLLA SAMSUNG APPLE SONY HTC

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7. How much do you rate china mobile phones for 5? Ans:

8. Does HTC compete with Nokia in worldwide market?


YES NO CANT SAY EQUAL WITH NOKIA

9.What is the drawback of one good mobile brand ? specify.? Ans: 10.Which brand is providing the best quality mobiles for low price? Ans:

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References :

www.scribd.com Wikipedia Malaysian article on consumer perception on different brands.

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