MKT202 Marketing Research Essentials: Consumer Brand Preference Study

This research proposal aims to analyze consumer brand preference for mobile phones, with a specific focus on Samsung. It begins by outlining the research topic and problem, highlighting the increasing competition in the mobile phone industry due to rapid technological advancements and digitalization. The research objectives include exploring consumer understanding of brand preference, identifying challenges affecting brand preference for Samsung mobile phones, and recommending strategies to overcome these challenges. The literature review examines existing studies on mobile phone ownership, consumer purchasing behavior, and factors influencing brand selection, particularly among young consumers. The proposal references several studies that highlight the importance of brand name, technical specifications, and awareness of new launches in influencing consumer decisions. This document, available on Desklib, provides a foundational understanding of consumer behavior in the mobile phone market and sets the stage for further research in this area.

Running Head: CONSUMER BRANDD PREFERENCE FOR MOBILE PHONE
e earc propo alR s h s
August 10
2018
on mer randC su b
pre erence or mo ilef f b
p oneh

CONSUMER BRANDD PREFERENCE FOR MOBILE PHONE
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Table of Contents
Research topic............................................................................................................................2
Research problem.......................................................................................................................2
Research aim and objectives......................................................................................................2
Literature review........................................................................................................................3
References..................................................................................................................................5

CONSUMER BRANDD PREFERENCE FOR MOBILE PHONE
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Research topic
The research topic of this study is “to analyze the consumer brand preference for the mobile
phone.
Research problem
Today technology is growing so fast and resulting in producing more and more tech-products.
There are so many companies or brands available in the market manufacturing these tech-
products. Among these mobile phone industry is growing with most acceleration due to the
digitalization revolution in 21ste century. To avail mobile phone there are so many brand
available in the market that customers get confused to select the perfect brand for their
requirements. In this order mobile companies are experiencing high competition in the
market. To take a competitive advantage companies need to know about consumer preference
for their mobile phone selection.
Research aim and objectives
To take a competitive advantage companies need to know their customers and their
preferences while selecting a new mobile phone. With this finding companies would be able
to provide the exact product that their customers prefer to buy. In this order the primary aim
of this research is to analyze the consumer brand preference for the mobile phone- a case of
Samsung. The following research objectives will be accomplished to meet the desired aim of
the study:
 To explore the understanding about consumers brand preference with respect to the
mobile phones of Samsung
 To discover the challenges that affect the consumer’s brand preference for mobile
phones of Samsung
 To recommend strategies to overcome the challenges of consumer’s brand preference
for mobile phones of Samsung

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With this research, to understand the consumer brand preference attributes, companies would
be able to know about its brand value importance. This will help the companies to prepare
competitive strategies for market growth. In this order company would be able to make
effective strategies for their business purpose with the analysis of consumer brand preference
attributes.
Literature review
By the end of 2005, ownership of mobile phones had almost reached its saturation point in
several parts of the world. At that time, East Asia was the regions having a maximum number
of mobile phone ownership with over 90% households of South Korea, Japan, and urban
China own at least one mobile phone. After this Westerns European market comes second
with around 80% or total households owns a mobile phone (Kumari, and Kumar, 2016).
From a consumer point of view, at the time of purchasing a new product, consumers undergo
five different steps such as recognition of the brand, information search, alternative research,
evaluation of purchase, and after purchase evaluation to select the brand of their choice (Nair,
Nivea, and Karthika, 2016). Sometimes they may go for a quick purchase with a hedonic
consideration. In 2004, in order to investigate the customer attitude, brand selection pattern,
factors influencing the purchase, and awareness factors of new brands Macro Analysis &
Consumer Research Organisation conducted a study. Results of the study show that
customers prefer to explore the technical specifications and having a high awareness about
new launches. Studies found that young customers give less emphasis to factors like price,
durability, and other devices because of their swift switching behavior (Chowdhury and
Rahman, 2013). Rijal (2013), studied that in case of students while selecting a new mobile

CONSUMER BRANDD PREFERENCE FOR MOBILE PHONE
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phone main criteria is the brand name. They prefer bigger brand name over the other
specifications and factors while purchasing a new phone.

CONSUMER BRANDD PREFERENCE FOR MOBILE PHONE
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References
Chowdhury, M. and Rahman, M. T. (2013) “Consumer Attitude Towards the Cell Phone; A
Study on Young Generations of Chittagong Metropolitan city, Bangladesh”. Asian Business
Review, 3(5), pp. 16-20.
Dr. Maheswary, V. (2015) A study on brand preference of mobile phone in Chidambaram
Town. International Journal of Information Research and Review, 2(2), pp. 341-345.
Kumari, P. and Kumar, S. (2016) Consumer Brand Preference Towards Mobile Phone; effect
of Mobile Phone Attributes on Purchase decision. Journal of Business and Management,
201(1), pp. 1-10.
Macro Analysis & Consumer Research Organisation (2004). Study of Mobile Phone Usage
Among the Teenagers And Youth In Mumbai [Online] Available from:
https://www.itu.int/osg/spu/ni/futuremobile/socialaspects/IndiaMacroMobileYouthStudy04.p
df
Nair, S., Nivea, N. N., and Karthika, R. (2016) Consumer preference towards mobile phones:
an empirical analysis. International Journal of Applied Research, 2(12), pp. 343-347.