NATIONAL INSTITUTE OF FASHION TECNOLOGY, KOLKATA

SYNOPSIS

CONSUMER PREFERENCE FOR MOBILE PHONES AMONG COLLEGE STUDENTS IN KOLKATA

SUBMITTED TO: MR. SAUGATA BENERGEE ASSISTANTE PROFESSOR, FMS DEPARTMENT, NIFT, KOLKATA

SUBMITTED BY: TANDRA VISWAS (24)

VISHWAJEET BHARTI (26) KHUSBOO (28) NEHA SUMAN (33)

TABLE OF CONTENT

1. OBJECTIVES 2. INTRODUCTION 3. RESEARCH METHODOLOGY RESEARCH DESIGN SOURCE OF DATA MEASUREMENT AND SCALING PRODUCERS QUESTIONNAIRE STRUCTURE SAMPLING DATA ANALYSIS PROCEDURE 4. LIMITATION OF STUDY 5. BIBLIOGRAPHY

OBJECTIVES

PRIMARY OBJECTIVE:

To study the students preference for mobile phones in Kolkata.

SECONDARY OBJECTIVES:

To study the importance of branding and its influence on consumers buying behaviour.

To study the awareness and attitude of consumers towards Mobile Phone.

To study the factors influencing the brand preference of Mobile phones.

INTRODUCTION:
Mobile phone is a smart communication media. It is not a one-way communication like pager. Cellular communication basically gives the power of an advanced telephone system card. Cellular communication works like the radio set which is normally used. The handset or Mobile Phone is in fact an own private radio transmitter and receiver, very similar to the Walkie-talkies used by Police and Security Personnel. The key difference is that a cellular phone network is connected to the fixed line or conventional telephone system allowing additional access to the telephone world. Mobile Phone can be used to make and receive STD and ISD calls. Now e-mailing message is also possible. Some cellular phones have the capacity to send and receive faxes and data when attached to a personal computer. The sole purpose of branding is to distinguish the branded product from those of the competitors. A well-promoted brand name, which has earned reputation in the market, is very difficult to compete with. Branding describes the establishing of brand name, make and trade names for a product.

STATEMENT OF THE PROBLEM: A lot of brands of Mobile Phone are available in the market. But the students prefer a particular brand of Mobile Phone. In the modern world, due to the development of science and technology, many new brands have been introduced in the market every year. SCOPE OF THE STUDY: This study is mainly focuses on the leading brand preference for mobile phone and the attitude of students belongs to low, middle and high income groups are taken in Kolkata city colleges. AREA OF THE STUDY: This study has been conducted by us in Kolkatas colleges as the suitable area due to the students of belongs to various levels. Kolkata college going student population 403801.11 Sampling frame- College going students in Kolkata using mobile phone from different family income background.

PERIOD OF THE STUDY: The data has been collected by us through interview schedule such as questionnaire from the students of mobile phone users during the period march & April 2012.

RESEARCH METHODOLOGY

Research design: Conclusive research design, descriptive, cross sectional, single

cross sectional, quantitative research design.

Source of data: primary data(questionnaires)

Secondary data (internet, magazines, book)

Measurement and scaling producers:

Primary measurement scale: nominal, ordinal, interval, ratio Comparison of scaling techniques: paired comparison, rank order Scaling.

Non comparative scaling technique: Itemized rating scale, Semantic differential scale

Questionnaire structure: structure, unstructured Sampling : probabilistic sampling, cluster sampling (two stage cluster sampling as
the sample of elements is drawn probabilistically from each selected cluster) , multi stage sampling design

Data analysis: chi-square, ANOVA, rank-order correlation, t-test, correlation

regression, factor analysis, cluster analysis, coefficient of variation or coefficient of standard deviation for comparison purpose.

Data analysis tool: SPSS 18.

(About SPSS 18:- in this version of SPSS we can easily do/understand the various things like New Syntax Editor , Custom Dialog Builder, Multiple language support, Codebook, Nearest
Neighbor analysis, Multiple Imputation, RFM analysis. RFM (recency, frequency, monetary) analysis, Categorical Regression enhancements, Graphboard, Exporting Output, Shift Values, Median function etc.)

RESEARCH DESIGN:

Conclusive research:
Research designed to assist the decision market in determining, evaluating and selecting the best course of action to take in a given situation. It is used to test specific hypotheses and examine relationships. The characteristics are: information needed is clearly defined, research process is formal and structured. sample is large and representative, data analysis is quantitative.

Descriptive research:
It is a type of conclusive research that has as its main objective the description of something-usually market characteristics or functions. A descriptive design requires a clear specification of the two, what, when, where, why, and way of the research. Descriptive research can be further classified into cross-sectional and longitudinal research.

Cross sectional research design:

It is a type of research design involving the collection of information from any given sample population elements only once.

single cross-sectional design -- a cross-sectional design in which one sample of

respondents is drawn from the target population and information is obtained from this sample once

SOURCE OF DATA

Primary data: Data observed or collected directly from first-hand experience. In primary
data collection, data are collected by using methods such as interviews and questionnaires. The key point here is that the data collect is unique and, until it publish, no one else has access to it. There are many methods of collection primary data. In this research project, the data collection method would be questionnaire.

Secondary data: Secondary data, is data collected by someone other than the user.
Common sources of secondary data for social science include censuses, organizational records and data collected through qualitative methodologies or qualitative research. Data are collected though books, internet and magazines.

Measurement and scaling producers

Scales of measurement used in psychological research in terms of their abstract number properties. The measures that we use in psychology vary in how they assign numbers to psychological characteristics. All assign numbers, but the properties of the abstract number system that are represented by those numbers can vary widely. The following pages have a series of examples drawn from psychological research that illustrate each of the four primary scales of measurement.

nominal ordinal interval ratio

Nominal scale: a scale whose numbers serve only as labels or tags for identifying and classifying objects. When used for identification there is a strict one-to-one correspondence between the numbers and the objects. Ordinal scale: a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus, it is possible to determine whether an object has more or less of a characteristic than some other object. Interval scale: a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured. Ratio scale: the highest scale. It allows the researcher to identify or classify objects, rankorder the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.

Comparison of scaling techniques: one of two types of scaling techniques in which

there is direct comparison of stimulus objects with one another. Pair wise comparison generally refers to any process of comparing entities in pairs to judge which of each entity is preferred, or has a greater amount of some quantitative property. The method of pair wise comparison is used in the scientific study of preferences, attitudes, voting systems, social choice, public choice, and multivalent AI systems. In psychology literature, it is often referred to as paired comparison. A Rank Order scale gives the respondent a set of items and asks them to put the items in some form of order. The measure of 'order' can include such as preference, importance, liking, effectiveness and so on. The order is often a simple ordinal structure (A is higher than B). It can also be done by relative position (A scores 10 whilst B scores 6).

Questionnaire structure

A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical. As a type of survey, questionnaires also have many of the same problems relating to question construction and wording that exist in other types of opinion polls. Structured question: questions that prespecify the set of response alternative and the response format. A structure question could be multiple choice, dichotomous or a scale.

Unstructured questions: open-ended questions that respondents answer in their own words.

Sampling
In statistics and survey methodology, sampling is concerned with the selection of a subset of individuals from within a population to estimate characteristics of the whole population.

probabilistic sampling:
A probability sampling method is any method of sampling that utilizes some form of random selection. In order to have a random selection method, one must set up some process or procedure that assures that the different units in population have equal probabilities of being chosen.

Cluster sampling: Cluster Sampling is a sampling technique used when "natural" groupings are evident in a statistical population. It is often used in marketing research. In this technique, the total population is divided into these groups (or clusters) and a sample of the groups is selected. Then the required information is collected from the elements within each selected group. This may be done for every element in these groups or a subsample of elements may be selected within each of these groups. A common motivation for cluster sampling is to reduce the average cost per interview. Given a fixed budget, this can allow an increased sample size. Assuming a fixed sample size, the technique gives more accurate results when most of the variation in the population is within the groups, not between them.

Multistage sampling: it is a complex form of cluster sampling. Using all the sample elements in all the selected clusters may be prohibitively expensive or not necessary. Under these circumstances, multistage cluster sampling becomes useful. Instead of using all the elements contained in the selected clusters, the researcher randomly selects elements from each cluster. Constructing the clusters is the first stage. Deciding what elements within the cluster to use is the second stage. The technique is used frequently when a complete list of all members of the population does not exist and is inappropriate.In some cases, several levels of cluster selection may be applied before the final sample elements are reached.

Data analysis procedure

chi-square: A chi-squared test, also referred to as chi-square test or

test, is any statistical hypothesis test in which the sampling distribution of the test statistic is a chi-squared distribution when the null hypothesis is true, or any in which this is asymptotically true, meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi-squared distribution as closely as desired by making the sample size large enough. models, and their associated procedures, in which the observed variance in a particular variable is partitioned into components attributable to different sources of variation. In its simplest form, ANOVA provides a statistical test of whether or not the means of several groups are all equal, and therefore generalizes t-test to more than two groups. Doing multiple two-sample t-tests would result in an increased chance of committing a type I error. For this reason, ANOVAs are useful in comparing two, three, or more means. Correlation regression: The goal of a correlation analysis is to see whether two measurement variables co vary, and to quantify the strength of the relationship between the variables, whereas regression expresses the relationship in the form of an equation.

ANOVA: In statistics, analysis of variance (ANOVA) is a collection of statistical

And some other analysis are doing in this research like Cross tabulation, T test etc.

Limitation of study

Budget and time: Non response error: Response error: Unwillingness error

BIBLIOGRAPHY

http://en.wikipedia.org/wiki/Secondary_data,23rd march,2012 http://www.wadsworth.com/psychology_d/templates/student_resources/w orkshops/stat_workshp/scale/scale_13.html, 23rd march,2012 http://en.wikipedia.org/wiki/Pairwise_comparison 23rd march,2012 http://changingminds.org/explanations/research/measurement/rank_orderi ng.htm 23rd march,2012 http://en.wikipedia.org/wiki/Questionnaire 23rd march,2012 Market research by Naresh kr. Malhotra