Consumer Brand Preferences for Mobile Phones: A Case Study of Samsung

This research study focuses on consumer brand preferences for Samsung mobile phones, examining market share, product marks, age market, and the impact of brand popularity. The study aims to determine the reasons why consumers prefer Apple products over Samsung in Brisbane, Australia.

Running head: MARKETING RESEARCH ESSENTIALS
Consumer Brand Preferences for Mobile Phones: A Case Study of Samsung
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Table of Contents
Overview..........................................................................................................................................2
Research questions...........................................................................................................................2
Research problem............................................................................................................................2
Research aim and objectives............................................................................................................3
Literature review..............................................................................................................................3
Overview......................................................................................................................................3
Conceptual framework.................................................................................................................4
Mobile phone industry.................................................................................................................4
Brand preference..........................................................................................................................5
Impact of brand popularity on brand preferences........................................................................5
Summary......................................................................................................................................5
Proposed research methodology......................................................................................................6
References........................................................................................................................................7

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Overview
The research is undertaken for studying consumer brand preferences of the well-known
and most preferred mobile brand, Samsung is considered in the current study.
Research questions
The questions of the research are:
 How can Samsung gain market share in Brisbane, Australia?
 How can Samsung gain mobile phone product marks in Brisbane, Australia?
 How use the phone which age in Brisbane, Australia?
 What age market more likely to buy Samsung 18-35 or up to 40 ages in Brisbane,
Australia?
 Why 18-35 age buy Apple product than Samsung in Brisbane, Australia?
Research problem
Increased growth of technology has resulted in higher demand of mobile phones among
the consumers. In today’s world, using mobile phones have turned into a necessity that have
increased the pressure on the mobile phone manufacturers and retailers for upgrading and
designing new models of mobile phones on an ongoing basis. Rise of several mobile phone
brand offering similar features has resulted in stiff competition for Samsung. Samsung is one of
the most preferred mobile phone brands among the consumers due to price and the features it
offers to the consumers but is receiving tough competition because the brand preference is
shifting towards new brands such as Redmi, Xiomi, Vivo and Oppo (Van Weelden, Mugge and
Bakker, 2016).

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Research aim and objectives
The aim of the research is to determine the brand preferences for Samsung mobile phones
among consumers.
The objectives of the research are:
 To gain market share for Samsung in Brisbane, Australia
 To investigate Samsung mobile phone product marks in Brisbane, Australia
 To assess how age can be used with Samsung mobile phones in Brisbane, Australia
 To critically analyze the age market more likely to buy Samsung 18-35 or up to 40 ages
in Brisbane, Australia?
 To determine the reason why 18-35 age buy Apple products than Samsung
Literature review
Overview
This literature review is conducted with the aim of consumer brand preferences for
mobile phones by undertaking extensive research and critically analyzing the opinions and
viewpoints of different authors from the study conducted in the past and developing high quality
research.

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Brand preferences
Popularity
Price
Product attributes
Marketing communications
Social influences
Conceptual framework
Figure 1: Conceptual Framework
(Source: Created by the Author)
Mobile phone industry
The mobile phone industry has encountered a rapid growth with the introduction of cheap
and affordable mobile phones with more or less similar features. The mobile phone has advanced
due to the huge improvements in terms of technology. According to Ebrahim et al. (2016), the
development of mobile phones has gave rise to the market position where the need of basic
communication has now been extended. The mobile phone brands aim the best in the industry
that creates intense competition among the brands. One such brand is Samsung that is highly
preferred among the rest brands in the market due to the product attributes, promotion and
affordability.

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Brand preference
Brand preferences have been defined differently by various authors over the years. Some
has defined brand preferences as a factor of brand equity while others have defined it as a
synonym for brand loyalty. According to Jung and Kim (2015), brand preference is defined as
the term of measuring brand loyalty where the customers select one brand over the other
competing brands. However, as argued by Kulshreshtha, Tripathi and Bajpai (2017), the
consumers go for substitutes when the brands are not available in the market. The brands gain
competitive advantage when consumers develop preferences for a specific brand. In terms of
mobile phones, the consumers are highly selective for certain brands over others such as
Samsung.
Impact of brand popularity on brand preferences
Consumers prefer to purchase products of highly recognized brands because for them it
indicates high quality. According to Pandey and Nakra (2014), the perceived quality along with
the brand popularity adds value to the brands and imposes a positive impact on a single brand
over the competitors. Consumers filter out unknown brands while making choices for mobile
phones. For instance, brand popularity becomes brand preference because popular brands strike
first in the mind of the consumers when purchasing any product. Similar is the case of Samsung,
as it has gained huge popularity over the years due to the features, price and quality of the mobile
phones. This huge brand popularity has helped Samsung in becoming as one of the most
preferred brand among the consumers.
Summary
Thus, in this chapter, it can be summarized that the factors affecting brand preferences
has been successfully discussed that highlights the consumers are highly strict in terms of brand

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popularity, product attributes, social influences and marketing communications while selecting
mobile phone brands.
Proposed research methodology
For this study, positivism philosophy, deductive approach, descriptive design and survey
research strategy will be used. Additionally, simple random probability sampling technique will
be used for selecting 50 consumers of Samsung for participating in the survey. Moreover,
primary data collection process will be used because this will help in understanding the mobile
brand preferences among the consumers followed by quantitative analysis by using co-relation
and regression technique.

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References
Ebrahim, R., Ghoneim, A., Irani, Z. and Fan, Y., 2016. A brand preference and repurchase
intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14),
pp.1230-1259.
Jung, Y. and Kim, S., 2015. Response to potential information technology risk: Users’ valuation
of electromagnetic field from mobile phones. Telematics and Informatics, 32(1), pp.57-66.
Kulshreshtha, K., Tripathi, V. and Bajpai, N., 2017. Impact of brand cues on young consumers’
preference for mobile phones: a conjoint analysis and simulation modelling. Journal of Creative
Communications, 12(3), pp.205-222.
Pandey, M. and Nakra, N., 2014. Consumer preference towards smartphone brands, with special
reference to android operating system. IUP Journal of Marketing Management, 13(4), p.7.
Van Weelden, E., Mugge, R. and Bakker, C., 2016. Paving the way towards circular
consumption: exploring consumer acceptance of refurbished mobile phones in the Dutch
market. Journal of Cleaner Production, 113, pp.743-754.