research proposal on brand equity

7/21/2019 Research Proposal on brand Equity

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Research proposal



Topics to be presented

Company introduction

Back ground of the problem

Research objectives

Hypothesis

Research design

How will we do it?

Sampling technique

http://www.samsungindia.com/what_sell/pfm/mobile/n100.asp




Topics to be presented

Sample sie

Respondents profile

!nstrument

Resources required

"ime period

Budget




Samsung Introduction Samsung #lectronics has been a leader of

technological and social change and developmentfor the past $% years& "hey have continued totransform their ways of doing business'developing new technology' cultivating human

resources and taking the lead in digitalconvergence& "he ()st century marks a new starting point for

Samsung #lectronics* second $% years of doingbusiness&

Samsung #lectronics manages four strategicbusinesses in the following fields+ Home' ,obile'-ffice .etwork and Core Components&






Cont,d Samsung #lectronics has (/ production

subsidiaries' $0 sales subsidiaries and (% branchoffices around the world including .orth 1merica'#urope' Southeast 1sia' Central 1sia' China' theC!S and 2atin 1merica

Samsung #lectronics* brand value is 3&/billion

4S5 6(%%)7& Samsung entered 8akistani market in )99$&

5igital :orld 8vt limited has taken countrydealership in )999&

;actory of the Samsung is in Rawalpindi&





Background of the problem

Samsung had conducted a brand equitysurvey and is intending to launch a newadvertising campaign for its new mobile

phone line& "o validate the previousfindings and inquire about the possibilitiesof the upcoming effort<s effectivenessthey are conducting this research&




SGH-T100 SGH-N62

0

SGH-R220

SGH-A200

SGH-A110 SGH-

N200SGH-A100

SGH-A400

SGH-M1

SGH-A300

SGH-N1

http://www.samsungindia.com/what_sell/pfm/mobile/t100.asp



http://www.samsungindia.com/what_sell/pfm/mobile/r220.asp

http://www.samsungindia.com/what_sell/pfm/mobile/a200.asp


http://www.samsungindia.com/what_sell/pfm/mobile/m100.asp







http://www.samsungindia.com/what_sell/pfm/mobile/m100.asp













Research objectives !nquire about 1wareness of the Samsung

mobile phone advertising and to what levelthe awareness has risen&

"o check the effectiveness of the Samsungmobile phone advertising

"o check the understanding of theSamsung mobile phones ads&




Statement of the problem

"o analye the advertising effectiveness ofSamsung mobile phone and also study the

consumer<s perception about the Samsungadvertising&




Hypothesis

:e assume that =%> of the respondents

are aware of the advertising of theSamsung&




Research design

5escriptive research




Ho ill e do it! ;irst we analye the brand awareness of the

Samsung mobile phones' like out of total

respondents how many respondents are actually

aware of the Samsung mobile phones&

1fter awareness analysis we will measure theimportance of advertising in purchase decision ofthe mobile phone&

:e will analye :hat is the !nfluence ofadvertising@ in purchase decision of the mobilephone




Ho ill e do it! :e will study the overall trend of the

market and analye what are theupcoming needs of the segment&

:e will be trying to find out the mediavehicle preferences&




Sampling techni"ue

:e are using .onAprobability sampling in

which we will use Convenience sampling




Sample si#e

)%% respondents




Respondent$s pro%le

0% males 1ge 6)3A$07

0% females 1ge 6)=A$07

Social class 1 and B




Instrument uestionnaire

Sample questions

D) when you think of mobile phone which

brand comes to your mind first?

6a7 EEEEEEEEEEE

6b7 EEEEEEEEEEE

6c7 EEEEEEEEEEE6d7 EEEEEE EEEEE





D(

when you think about advertising for mobile

phone which brand<s advertising comes to

your mind first ?6a7 EEEEEEEEEEE

6b7 EEEEEEEEEEE

6c7 EEEEEEEEEEE6d7 EEEEEEE EEEE





D$

:hat is the importance of the advertising in

the purchase decision of the mobile phone?

Fery not at all

important important

) ( $ / 0




D/

:hat about the advertising of the Samsung

mobile phones as compared to otherbrands?

Fery good

Good 1verage

.eutral

8oor

Fery poor






D0

8lease rate the understanding of the Samsung

mobile phone advertising?

easily difficult tounderstandable understand

) ( $ / 0




D3

:hich factor you consider more important in8urchase of a mobile phone? 6"ick all if apply7

;eatures

8rice

"rend or fashion

Brand loyality

1dvertising

-thers 6please specify7EEEEEEEEEEEEEEE




Resources re"uired

0 field researchers

-ne computer

-ne printer




Time period 5eveloping questionnaire ( 8reAtesting the questionnaire )

1pproval of the questionnaire )

"raining of field staff )

5ata collection $

"abulation of data (

8reparation of report (

8resentation and feed back meeting )

"otal days )$





Budget

uestionnaires 6)%%$%%7 Rs&$%%'%%%

"rainers fee Rs&)%'%%%

"otal Rs&$)%'%%%




Thank &ou

research proposal on brand equity

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