Marketing Research Report: Samsung Phone Brand Preferences in Brisbane

This marketing research report investigates consumer preferences for Samsung mobile phones in Brisbane, Australia. The study aims to analyze market share, identify customer perceptions, and understand brand loyalty, particularly among different age groups (18-35 and 35-40). The research employs a survey questionnaire to collect data on product ratings, feature preferences, and brand comparisons, with a sample size of 450 participants. The report examines the competitive landscape, including comparisons with Apple products, and explores factors influencing consumer choices, such as product satisfaction and brand image. The methodology includes a detailed survey questionnaire design, data collection process, and anticipated timeline. The findings are intended to inform Samsung's marketing strategies and product development efforts to increase its market share and address customer needs effectively. The research also includes a literature review, conceptual framework, and references to support the analysis.

Running head: MARKETING RESEARCH ESSENTIALS 1
Marketing Research Essentials
Name:
Institution:

MARKETING RESEARCH ESSENTIALS 2
Marketing Research essentials
This study seeks to establish the preferred brands of Samsung phone products according to
the customers of the company. In recent times, old mobile phone manufacturers have been
recording declining sales due to the stiff competition from emerging phone manufacturers.
Therefore, it is essential for an old cellular phone brand like Samsung to relook at its marketing
strategies to increase its market share.
The first objective is to gain market share for Samsung in Brisbane Australia. Market share
of a company represents the company’s total sales in that particular industry or market, over
some time. It represents the portion of the market controlled by the company. Since there is
always unverified and false information concerning the market portion controlled by a company,
a rigorous scientific exercise is vital to access the situation and devise the best ways to increase
firm’s sales for that particular market.
The analysis will be done on the relationship between age and Samsung mobile phones. In
the smartphone industry, understanding the requirements of the customer is the key to success.
(Nagy, 2017). It is essential to establish the preferences of people aged between 18 to 35 and
those up to the age of 40. Market segmentation based on age is critical to ensure that Samsung
manufactures differentiated products which meet the needs of different age groups in society.
There has been an ever rising dissatisfaction with Samsung phone products among users aged 18
to 35 years. Most of these users have been preferring Apple products to Samsung phone
products. I will be put into consideration during the research process.

MARKETING RESEARCH ESSENTIALS 3
The survey questionnaire is used to collect, analyze and interpret people opinions within a
particular portion of the population. The survey questionnaire is handy because it can cover a
wide range of the geographical area of the targeted population, including an extensive collection
of topics despite their sensitivity (Belisario, Jamsek, Huckvale, O'Donoghue, Morrison & Car,
2015). Technology has helped fasten the delivery time of these questionnaires since the
researcher can send the questions to the respondent by use of electronic media such as email,
WhatsApp and other instant messaging applications.
Another reason why the survey questionnaire was used in this study is that it was likely to
give the best feedback from the respondents. Since they are left to fill it at their peace and
comfort, it is very reasonable that they would give honest answers as compared to other methods
like carrying out interviews. The study will at some point require analysis using quantitative
data. The type of plan used in this case is vital in providing such data.
For this study to meet all the objectives listed in the previous chapter, the survey is
anticipated to be time intensive. It will take a minimum of five weeks and a maximum of seven
weeks. Such anticipation arises from the need to give all the respondents’ ample time to answer
all the questions. There are two main categories of people who will be of significant interest in
this research. The first group will include those between the ages of 18 to 35. The Second group
will consist of those between the age brackets of 35 to 40 years. The total number of participants
in this survey will be 450, which is a reasonable number considering the age groups and a large
number of respondents anticipated. Each age group will have 225 respondents. This means that
the survey will include 11 people in every division in Brisbane.

MARKETING RESEARCH ESSENTIALS 4
NAME: __________________________ GENDER _____________ DATE: ___/___/___
ADDRESS: ___________________________________________________________________
TELEPHONE: _______________: DIVISION ______________AGE:_____________
This is a research marketing questionnaire which seeks to obtain honest and true answers about
the mobile phone brand used in Brisbane Australia. Please fill it to the best of your knowledge.
1.In general, what is your perception about Samsung products on a scale of 0-10?
2 .Do you use Samsung mobile phone_________________?
(a) If Yes indicate tick the level of your experience as shown below
Pathetic
Bad
Good
Average
Excellent
2. Have you ever heard/had of any problems associated with Samsung mobile phone products?
__________. If Yes specify the type of problem
Model________________ Problem________________ Affected part______________
Model________________ Problem________________ Affected part______________
Model________________ Problem________________ Affected part______________

MARKETING RESEARCH ESSENTIALS 5
2. In a range of 0-10, how can you rate Samsung mobile phone products?
3. How do you rate the cameras in Samsung mobile products?
Poor__ Good____ Average ___Above average______ Excellent_____
4. If you were to go shopping for a new phone today, would you consider Samsung mobile
phone?
Yes____ NO_____ Why_______________________________
5. Do you have any other Samsung product in your home?
Yes________ No__________ Why?
6. What do you hate Most about Samsung mobile phones? Indicate in the spaces provided.
Battery_____ Screen_______ Software______ Hardware_____
7. Indicate Yes or No on the availability of Samsung phones in stores in Brisbane
Available______ Not Available________ Can’t Remember_____ Unconcerned________
8. On a scale 0-10, how attractive is Samsung Mobile phone products?
9. Do you think Samsung Smartphones meet your expectations?
Response Explanation
A. Yes
B. No

MARKETING RESEARCH ESSENTIALS 6
C. Not sure
References
Belisario, J. S. M., Jamsek, J., Huckvale, K., O'Donoghue, J., Morrison, C. P., & Car, J. (2015).
Comparison of self‐administered survey questionnaire responses collected using mobile apps
versus other methods. Cochrane Database of Systematic Reviews, (7).
Nagy, S. (2017). The Impact Of Country Of Origin In Mobile Phone Choice Of Generation Y
And Z. Journal of Management and Training for Industries, 4(2).