smartphone final

8/11/2019 Smartphone Final

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1

B.V.V.S

BASAVESHWAR ENGINEERING COLLEGE

(Autonomous)

DEPARTMENT OF MANAGEMENT STUDIES

MBA PROGRAMME

SUBJECT: RESEARCH METHODOLOGY AND STATISTICS

REPORT ON

CLASS PROJECT & CASE STUDIES

Submitted to,

Prof. Sanjay. Hanji

Submitted by,

Arun Karishankari

USN-2BA13MBA02



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TITLE OF THE PROJECT

RESEARCH ON SMART PHONES

TO STUDY THE BUYING BEHAVIOR OF SMART PHONE



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INDEX

Name Page. No

Introduction 4

Literature Reviews 4

Problem definition 7

Objectives 7

Research methodology 7

Analysis and interpretation 8

Findings 17

Suggestions 18

Conclusion 19

References 20

Appendix

Questionaries‟

21



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INTRODUCTION

Smartphone is a mobile device which is more than merely make and receives phone

calls, text messages, and voice mail. The basic feature of a Smartphone is able to

access to the internet. It can also access digital media such as picture, music and

videos. Also, Smartphone needs to have the ability to make use of small computer

programs called applications or apps (Weinberg, 2012). From 2007 to 2010, there are

more than 300,000 of mobile apps being developed and forecasted to have $35 billion

of revenue by 2014 (International Data Corporation, 2010). With the increasing

development in technology and telecommunication sector, numbers of Smartphone

users around the world is increasing. In the third quarter of global Smartphone market

2012, Samsung successfully overstepped Apple, according to a Reuter‟s poll (The

Star (a), 2012).

LITERATURE REVIEWS

1. The consumer Behaviorism model suggested that consumer‟s purchase

behavior generally passes through 5 stages, before and after the actual

purchase; include needs recognition, information search, evaluation of

alternatives, purchase decision and post-purchase behavior (Kotler and Keller,

2012). Decision making can be categorized into 3 different types, nominal

decision making, limited decision making and extended decision making.

2. Consumers value in smart phones features that enhance their personal time

planning (e.g., Jones, 2002). These high-rated features include calendar and e-

mail services. It is interesting to note that according to Jones the so-called

killer services such as gaming, gambling and music downloads are not seen

that important in the diffusion of smart phones. However, there is little support

to this argument. However, while synchronization of calendar and e-mail



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services to PCs has become easy and fast, the importance of time planning in

mobile phones becomes more and more important.

3.

Another important aspect that has risen from different studies is that

consumers purchase new phones due to the fact that their existing one‟s

capacity is not appropriate referring to the idea that new technology features

such as built-in cameras, better memory, radio, more developed messaging

services, and color displays are influencing consumer decisions to acquire new

models (In-Stat/MDR, 2002; Liu, 2002; O‟Keefe, 2004). Thus it can be

expected that new features will influence the intention to acquire new mobile

phones

4 According to Cassavoy (2012), Smartphone can be defined to be a device that

enables the user to make telephone calls and at the same time has some

features that allow the user to do some activities that in the past was not

possible unless using a computer or a personal digital assistant (PDA), such as

sending and receiving e-mails, amending an office document etc. Nowadays

brand plays a very vital role in consumer buying decision. While consumers

usually go for a familiar brand, but the concept of brand transcend has

emerged beyond a trademark or name. The concept of brand encompasses

much more than a trademark. Based on the various journals, researches and

articles; several dominant factors influencing a consumer purchase decision

towards Smartphone can be drafted out. The variables under investigation in

this study include product features, brand name, price and social influences.

5 Product Features: A feature is an attribute of a product that to meet with the

satisfaction level of consumers‟ needs and wants through the owning of the

product, usage, and utilization of a product (Kotler et.al. 2007).

6

Price: Nagle and Holden (2002) stated that price can play a role as a monetary

value whereby the consumers to trade it with the services or products that



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were being sold by the sellers. Price will always be the key concern of

consumers‟ before making any purchasing decision.

7 Brand Name: In recent changing global environment, competitive advantage,

profitable ways and efficiencies are the most important gears that companies

are forced to seek for in order to differentiate among them in the business

world (Mei Dean and White, 1999). Brand names are the valuable assets that

help correspond quality and suggest precise knowledge structures which are

related to the brand (Srinivasan and Till, 2002).

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Smartphone is no longer a phone for calling and instant messaging alone. For

the younger generation, online education or E-learning has growing popularity

in countries such as Malaysia, China, South Korea and India. People have

become much dependent on Smartphone by doing most of the jobs using a

Smartphone, where formerly it can be done without Smartphone. Camera,

MP3, notes, contact lists is all in the Smartphone, making people unable to do

their work without Smartphone. In the United State, with growing dependency

toward Smartphone, more people interact with the Smartphone rather than

human. People are so obsessed that company introduced thousands of apps to

make their Smartphone usage experience better (Gibson, 2011). In

9 The software of a Smartphone is the operating platform, storage memory, or

apps that run the phone. The software for a phone in the market is such as iOS,

Android, Windows, RIM Blackberry, Symbian, Bada and maemo. Among theSmartphone user segment, Android users are the largest consist of 43%, IOS

users come second with 28%, RIM Blackberry is 18% and the rest is others.

Overall, Android is still the most popular Smartphone operating system in the

United State (Mobile, 2011). Another study on operating system Malaysians

used shows Android consist of 42%, Symbian 18%, whereas iOS, RIM

Blackberry and Windows are the same at 6% (Russell, 2012).



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PROBLEM AREA: As numbers of manufacturers have entered the

smartphone market, the competition in the smartphone market become

more and more and people’s preference, satisfaction and buying

behavior on smartphone is different.

OBJECTIVES OF RESEARCH

1. To study the customer satisfaction towards smartphone

2. To study the factors influencing buying behavior towards smart phone

Research Methodology:

This study is based mainly on the primary data collected through scientifically

developed questionnaire. The questionnaire has been personally administered on a

sample size of 100 chosen on a convenient basis students and people who are using

smartphones.

Sources of data

Primary Data: The primary sources of data have been collected throughdepth interview with the help of a questionnaire included the question drafted

for the enquiry about the smartphones. The questionnaire is structured.

Secondary Data:- Secondary data was collected from various journals and

internet

Sampling Procedure:

Sample size:- 100 units

Sample unit:- users of smartphones

Sample frame:- In overall Bagalkot city

Sampling Techniques:- Simple random technique



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Analyse and interpretation

Analysis: this bar chart shows smart phone users of Samsung is 68%, Nokia -12%,

Sony-11%, Apple and Micromax -4%, HTC-1%, and there is no users of Blackberry.

Interpretation: this bar chart clearly shows that the Samsung and Nokia are well

known as compared to other brands. Samsung has got more number of users [68%] of

smartphone, as customer or people are more aware of this brand. And people tend to

buy this product as compare to other products, because of its brand name, good

features, quality of the product etc.

As HTC and Blackberry has less users because of less advertisement, where Apple

and Sony has good feature but the price of Sony and Apple are high as compare to

other smartphones.



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Analysis: from the above pichart it clearly defines that the Android operating

system users is 85%, users of Windows operating system is 14% and MAC operating

system users is1%.

Interpretation: from the above bar chart it is clear that android operating system

embedded smart phone users are high as compare to other Windows and MAC

operating system. As compare to other operating system android operating system is

very easy to operate, where Windows has little bit complicated to operate.

Which operating System is embedded in your smart phone

Frequency Percent Valid Percent

Cumulative

Percent

Valid Android 85 69.1 85.0 85.0

Windows 14 11.4 14.0 99.0

Mac 1 .8 1.0 100.0

Total 100 81.3 100.0



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4) Would you like to change your mobile brand for your next purchase?

1) Yes 2) No

4 A. If yes, why?

features Respondents

a) Poor Brand name 0

b) Poor battery backup 6

c)

Poor durability 1

d) Poor style 6

e) Poor quality 0

f)

High price 0

g)

High maintaince 0

h)

Poor sales/ services 0i) Poor availability 1

j)

Poor technology 2

k)

less feature 7

l) Any other specify 0

If yes,

Analysis: the bar chart shows, the customer change their smartphone because 7% of

less features, 6% poor style and 2% poor technology.

Interpretation: from the above chart we can see that people want to change their

brand for next purchase because of its less features and poor style in their current

smartphone.

01234

567

respondents



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If no,

Analysis: the above chart shows that customers don’t want to change their present

brand because of its good features, battery backup [12%], brand name, technology [11%]

and good quality.

Interpretation: by analyzing the above factors and by comparing chart it conclude that

people don’t want to change their brand, because of good features found in their

smartphones, and the brand and it also shows the loality of the users.

4 if no, why?

features Respondents

a)

Good Brand name 11

b)

Good battery backup 12

c)

Good durability 5

d)

Good style 8

e)

Good quality 10

f)

Low price 0

g)

Low maintaince 0

h)

Good sales/ services 4

i) Good availability 7

j)

Good technology 11

k) Good feature 10

l) Any other specify 0

1112

5

8

10

0 0

4

7

1110

00

2

4

6

8

10

12

14

R e s p o n d

e n d e n t s

Features

No change in mobile brand

respondents



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Analysis: By observing the above charts 81% of customers prefer android operatingsystem and 14% of Windows operating system and 5% of Mac. Operating system.

Interpretation: by the above chart and factors it shows that now all most of preferring

android operating system, because it easy to use, good features and we can use like a

laptop. We can install all most applications were using in laptops, like MS-Office, games etc.

so android operating system is more preferable [81%].

5. Which Operating system you want to prefer?

Frequency Percent Valid Percent

Cumulative

Percent

Valid Android 81 65.9 81.0 81.0

Windows 14 11.4 14.0 95.0

5 5 4.1 5.0 100.0

Total 100 81.3 100.0

81%

14%

5%

Operating System want to prefer

a.Android b. Windows c.Mac



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6) Rate the following reasons based on amount of influence they created for you to

purchase your present Smart Phone.

SDA – Strongly disagree DA – Disagree

DK – Don‟t know A – Agree

SA – Strongly Agree

variables

Strongly

disagree

disagr

ee

don’t

know

Agre

e

strongly

Agree

Newspaper 14 21 8 37 20

television adds 14 10 4 50 22

Dealer representatives

influence 13 23 27 32 5

other customer reference 13 20 21 32 14

Word of mouth 9 17 23 37 14

Price 6 9 9 56 20

Brand name 2 8 22 34 34

Performance 9 3 5 30 53

Festival offers 3 16 9 43 29

Warrantee & Guarantee of themobile 3 18 13 48 18

User friendly 10 1 7 51 31

Sound clarity 4 12 7 46 31

Design & Shape 1 4 12 44 39

Operating system 1 2 7 45 45

Maintenance Cost 8 10 7 45 30

Colour 4 9 11 37 39

Battery Backup 5 14 9 49 23

Camera 8 9 5 45 33

Memory space 5 18 4 49 24

Processing speed 9 4 7 52 28

Technology used 7 3 1 54 35

After sales service 5 8 13 41 33



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Analysis: by the above bar chart it shows that factors influencing to purchase smartphone

different from one variable to another

Newspaper- 37% customers are agreed, Television adds-50%, Dealer representative‟s

influence-32%, because customers came to know the exact price, features etc... other

customer reference-32%, Word of mouth-37%, Price-56%, brand name-34% [strongly agree],

performance-53%, festival offer-43%[A], warrantee guarantee-48[A], user friendly 51[A],

sound clarity 46%[A], design & shape 46[A],[31-SA], operating system 45%[A] 45%[SA],

maintaince cost 45%[A] 30[SA], colour37%[A] 39%[SA], battery backup 49%[A] 23%[SA],

camera 45%[A] 33%[SA] , memory space 49%[A] 24%[SA], processing speed 52%[A]

28%[SA], technology used 54%[A] 35%[SA], after sales service 41%[A], 33%[SA].

14 14 13 139

62

9

3 3

10

41 1

84 5

85

97

5

21

10

2320

17

9 8

3

1618

1

12

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14

9

18

4 3

8

37

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32 32

37

56

3430

43

4851

4644 45 45

37

4945

4952

54

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2022

5

14 14

20

34

53

29

18

31 31

39

45

30

39

23

33

2428

3533

0

10

20

30

40

50

60

N e w s p a p e r

t e l e v i s i o n a d d s

D e a l e r r e p r e s e n t a t i v e s i n f l u e n c e

o t h e r c u s t o m e r r e f e r e n c e

W o r d o f m o u t h

P r i c e

B r a n d

n a m e

P e r f o r m

a n c e

F e s t i v a l o f f e r s

W a r r e n t e e & G u a r a n t e e

o f t h e …

U s e r f r i e n d l y

S o u n d

c l a r i t y

D e s i g n &

S h a p e

O p e r a t i n g s y s t e m

M a i n t e n a n c

e C o s t

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a c k u p

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a m e r a

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s p a c e

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s p e e d

T e c h n o l o g

y u s e d

A f t e r s a l e s s e r v i c e

R e s p o n d e n t s

Variables

Factors Influencing to purchase smartphone

Strongly disagree

disagree

don’t know

Agree

strongly Agree



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Interpretation: most of the customers are get influenced by the price, performance,

processing speed, technology, user friendly, battery backup, operating system, because of all

these factors are more preferred to purchase smartphone, and also newspaper, television add,

festival offers, design, brand name, influences the customers and there is only few customersdisagree about the dealers representative, word of mouth, other customer reference and sales

and service provided by the retailers. So the companies should increase the advertisement

level and provide good sales and service after the purchase.



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Findings:

1. Smart phone users of Samsung are 68%, Nokia -12%, Sony-11%, Apple and

Micromax- 4%, HTC-1%, and there are no users of Blackberry. It shows that

Samsung users are more compare to other brands.

2. From survey it shows that the Android operating system users is 85%, users of

Windows operating system is 14% and MAC operating system users is1%.

From this it shows that Android operating system embedded smart phone

users are high as compare to other Windows and MAC operating system. As

compare to other operating system android operating system is very easy to

operate, where Windows has little bit complicated to operate.

3. Performance of operating system is very easy i.e., 61%. Neutral- 22%, very

easy-13% and difficulty-4%. Android operating system embedded smart

phone users are high as compare to other Windows and MAC operating

system. As compare to other operating system android operating system is

very easy to operate, where Windows has little bit complicated to operate.

4.

The customer change their smartphone because 7% of less features, 6% poor

style and 2% poor technology. We can see that people want to change their

brand for next purchase because of its less features and poor style in their

current smartphone.

5. From the survey it shows that customers don‟t want to change their present

brand because of its good features, battery backup [12%], brand name,

technology [11%] and good quality. By analyzing the above factors and by

comparing chart it conclude that people don‟t want to change their brand,

because of good features found in their smartphones, and the brand and it also

shows the loality of the users.

6. By observing the above charts 81% of customers prefer android operating

system and 14% of Windows operating system and 5% of Mac. Operating

system. From the above factors it shows that now all most of preferring

android operating system, because it easy to use, good features and we can use

like a laptop. We can install all most applications were using in laptops, like

MS-Office, games etc. so android operating system is more preferable [81%].



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7. By the above bar chart it shows that factors influencing to purchase smartphone

different from one variable to another. Newspaper- 37% customers are agree,

Television adds-50%, Dealer representative‟s influence-32%, other customer

reference-32%, Word of mouth-37%, Price-56%, brand name-34% [strongly agree],

performance-53%, festival offer-43%[A], warrantee guarantee-48[A], user friendly

51[A], sound clarity 46%[A], design & shape 46[A],[31-SA], operating system

45%[A] 45%[SA], maintaince cost 45%[A] 30[SA], colour37%[A] 39%[SA], battery

backup 49%[A] 23%[SA], camera 45%[A] 33%[SA] , memory space 49%[A]

24%[SA], processing speed 52%[A] 28%[SA], technology used 54%[A] 35%[SA],

after sales service 41%[A], 33%[SA].

8. Most of the customers are get influenced by the price, performance, processing speed,

technology, user friendly, battery backup, operating system, because of all these

factors are more preferred to purchase smartphone.

SUGGESTIONSFrom the result found by the data collected and secondary information the following

suggestions are given to improve consumer buying behavior.

As consumer wants more number of features, so smartphone manufacturer

should increase the number of features like more improved battery backup,

design, sound clarity, camera, processor speed….etc.

Smartphone companies should concentrate on advertisement on internet,

television, face book, twitter, as the social media has become more familiar to

the people so it will attract the customer easily.

Current user friendly interface technology is required to improve more, interfaces

between user and smartphone like Thumb impressions, Face recognition, and

improved processor speed while playing games.



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CONCLUSION

The consumer buying a variety of smart phones which satisfy his wants and they are

always influenced by his purchasing ability by some considerations which lead him

to select a particular brand or a particular operating systems in preferred to others.

From this research came to Consumers mostly preferred Samsung smart phones

[68%]

Study with the main focus on Smartphone users‟ purchase decision making. Results

show the preferred gender of referent for different stage of decision-making process

and different reference group influence among Smartphone consumers. also present

the ranking of reference group comparing with other factors influencing Smartphone

buying decision.



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References:

Cassavoy, L. (2013), “Smartphone Basics”, Retrieved from

cellphones.about.com/od/smarthonebbasics// what_is_smart.htm

Mei, W. O., Dean, A. M. and White, C. J. (1999), “Analyzing Service Quality

in Hospitality Industry”, Managing Service Quality, 9(2), 138-143.

Nagle, T.T., and Holden, R.K. (2002), “The Strategy and Tactics of Pricing: A

Guide to Profita ble Decision Making”, 3rd ed., New Jersey: Prentice-Hall, Inc.

In-Stat/MDR (2002). The worldwide PDA market: The next generation of

mobile computing. Research Report, (September).

O‟Keefe, M. (2004). 2004 worldwide camera phone and photo messaging

forecast. Info Trends Research Group, Inc. Research Report.

Srinivasan, S. S. and Till B. D. (2002), “Evaluation of Search, Experience and

Credence Attributes: Role of Brand Name and Product Trial”, Journal Of

Product & Management, 11(7), 417-431.

Gibson, E., 2011. Smartphone dependency: A growing obsession with gadgets

[Online].Available from

http://usatoday30.usatoday.com/news/health/medical/health/medical/mentalhe

alth/story/2011/07/Smartphone-dependency-a-growing-obsession-to-gadgets/49661286/1.

Russell, J., 2012. Android dominates Southeast Asia‟s smartphone market:

Report [online]. http://thenextweb.com/asia/2012/09/04/android-southeast-

asia-ericsson-report/

http://usatoday30.usatoday.com/news/health/medical/health/medical/mentalhealth/story/2011/07/Smartphone-dependency-a-growing-obsession-to-gadgets/49661286/1






http://thenextweb.com/asia/2012/09/04/android-southeast-asia-ericsson-report/










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APPENDIX

QUESTIONNAIRE

Name ___________________________________________________Gender: Male Female

Age: a) 15-23 b) 23-27 c) 27-35 d) 35-50 e) 50 & above

Occupation:

a) Student

b) Employee

c) Self Employed/Business Man

d) Others Specify: __________________

1) Which Smartphone you are using?

A. Nokia B) Samsung

C)

Apple D) Sony

E) Micro Max F) HTC

G) Black berry

H)

Any other specify_____________

2) Which operating system is embedded in your smart phone?

A.

Android

B. Windows

C. Mac

3) Rate the performance of your Operating System

A. Very Difficult

B.

Difficult

C. Neutral

D. Easy

E.

Very easy



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6) Rate the following reasons based on amount of influence they created for you to

purchase your present Smart Phone.

SDA – Strongly disagree DA – Disagree

DK – Don‟t know A – Agree

SA – Strongly Agree

Variables SDA DA DK A SA

Newspaper/magazines

Television add

Dealer representatives influence

Other customer references

Word of mouth

Price

Brand name

Performance

Festival offers

Warrantee & Guarantee of the mobile

User friendliness

Sound clarity

Design & shape

Operating System

Maintenance cost

Colour

Battery backup

Camera

Memory space

Processing speed

Technology used

After sales support/services



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7) Any suggestions for the Smart Phone makers:

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________



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CLASS PROJECTS

MARKETING RESEARCH AGENCY

Majestic Market Research Support Service Ltd.

LITERATURE REVIEW



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MARKET RESEARCH AGENCY: MEJESTIC MRSS

INTRODUCTION

Type Subsidiary

Founded 1992

Founder Raj Sharma

Headquarters Mumbai, Maharashtra

Key people Sarang panchal, Sandeep Bhatia, Joseph eapen, salil sabnis,

rashid pattakal majid dasurkar, Bhawana Sinha, Ashutosh

Jathar

Services Research, Business Consulting and Survey Based Research

Employees 200

Website www.mrss.com

Majestic Market Research Support Service Ltd. is India‟s largest independent full

service market research agency specializing in multi-country market research.

Work with various research institutes in the all over the world assisting them with

quant/qual research in Europe, Middle East, North America and the Asia pacific.

They have international city centre which allows us to dial anywhere in the world and

conduct telephonic interviews.

Majestic MRSS. India is now part of the focus vision (www.focusvison.com) network

offers video-streaming services this allows us to video stream groups/ interviews live

to any part of the world from across 8 locations in India.

Features of MMRSS in India

India‟s largest Independent Full Service Market Research Firm

ISO 9000 Certified

Deep working relationships with some of India‟s leading companies



27

50 CATI stations for Global and local studies

Blue Chip references worldwide and across verticals

6 full service locations across India

14 field offices across India

2 dedicated offices for data tabulation and analysis

6 offices across the Asia Pacific including China, Vietnam, Thailand,

Philippines, Sri Lanka and Indonesia

Scope of business:

Market Sectors:

Automotive

Consultancy

Healthcare / Pharmaceutical

Retail/wholesale

Telecommunication

Major Functions of MRSS

Majestic MRSS is one of the leading providers of outsourcing solutions for

market research data processing and market research data analysis.

Majestic MRSS have undertaken simple projects as well as large scale and

multi-country projects in the area of market research data

Processing and analysis.

Majestic MRSS have expertise across industry standard packages and tools

such as SPSS, Quantum, Win cross and others.

Techniques used in Research MMRSS:

Factor Analysis & Market Segmentation, Conjoint Analysis, Discrete Choice

Modeling, Key Driver Analysis, Multiple and Logistic Regression, Discriminate

Function Analysis, Cluster Analysis, and Multidimensional Scaling.



28

Method of Research Conducting in MRSS

Advanced Data Analytics and Data Mining

Majestic MRSS Advanced Data Analytics offering analyzes and explores

structured, domain-specific information using knowledge discoverytechniques to detect trends or patterns, thereby deriving insights and drawing

conclusions. It is an interactive, on-going process that includes communicating

findings and effecting change.

Analyze data and provide information / recommendations in accordance

with specifications regarding content, formats and time schedules provided by

their client.

Outsourced data analytics services have benefited global clients to support

their strategic decision making and to scan their business performance.

Advanced Data Analytics and Data Mining

Services for market research data processing and analysis include:

Data preparation (includes data entry, coding, and summarization)

Open ended coding

Translation

Data Tabulation

Data Analysis using a wide variety of statistical methods, multivariate

analysis supported with statistical tools & tests

Data Processing

Market research data processing services have benefited many clients, across North

America, Europe not only in reducing costs but also in reducing turnaround time and

standardizing processes across organization.

Open Ended Coding:

Conduct full listings of open-ended questions

Coding

Ensure accuracy of coding listing wise

Ensure accuracy of coding question wise

Coding team can carry out any kind of coding.

On receipt of a suitable number of questionnaires, full listings of open-ended

questions are made by in house coding department.



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Coding is carried out by a team of coders, usually on a 'question' basis,

whereby one coder will code one question in order to ensure consistency of

interpretation.

Coding is independently checked to ensure accuracy.

Translation

MMRSS can provide translation services for all major Asian and European languages

under the supervision of localization specialists.

Data Tabulation

Data tabulation can be done using SPSS, Quantum, Wincross, etc.

Standard outputs include cross tabulation, pivot tables, and row and column

percent.

From the simplest projects to large scale and multi-country projects, our team

of analysts can handle it all.

MMRSS can also handle hierarchical data and complex weighting.

MMRSS are able to inter-operate between SPSS, Quantum, Wincross, Excel,

and SAS at the data and tab level.

Data Analysis

MMRSS market research data analysis services involve sophisticated analytics

procedures and a wide variety of statistical methods. Some of the many techniques we

use include:

Multivariate Analysis: to identify the relative importance and underlying

relationships among sets of variables etc.

Factor Analysis & Market Segmentation: to identify and profile customer

segments in order to devise marketing strategies that target each segment

individually to promote or sell a product

Conjoint Analysis: methods used to estimate trade-off decisions made by the

customer and relative importance of attributes in arriving at a buying decision

Discrete Choice Modeling: methods to predict a decision made by an

individual as a function of any number of variables

Multiple and Logistic Regression: methods used to describe the relationships

between different variables

Discriminate Function Analysis: methods to determine the variables that

discriminate between two or more naturally occurring groups



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Cluster Analysis: methods used to reduce a large data set into meaningful

subgroups

Multidimensional Scaling: methods to transform consumer judgments of

similarity into distances represented in multidimensional scale

Econometric & Statistical Modeling: employing various methods of statistical

inference to produce quantitative economic statements that can explain

observed variable behavior or forecast unseen behavior.

Action

Evaluate the results against the project objectives, the organization's overall strategy

and business objectives, so that the results can be translated into action.

Reporting:

Most of our reporting, ad-hoc or ongoing, is in the form of Excel Spreadsheets,

PowerPoint Presentations, PDF files, files in any database format or via the web -

MMRSS Portal for Survey Results, Analysis, and Reports.

Research conducted in:

Regions:

• Asia (Pacific)

• Asia (Australasia)

•

America (Central)

• Europe (Central/Eastern)

• Middle East

Countries:

• Bangladesh

• Bhutan

• China

• Egypt

• Hong Kong

•

India

• Indonesia

• Iran



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Services Offered

• MMRSS QUANTITATIVE MARKET RESEARCH SERVICES [mQN]

• MMRSS HEALTHCARE MARKET RESEARCH [mRX]

•

MMRSS QUALITATIVE MARKET RESEARCH SERVICES [mQI]• MMRSS ONLINE SURVEYS [mOS]

• MMRSS MYSTERY SHOPPING PRACTICE [mMS]

•

MMRSS MOBILE / SMS SURVEYS [mSMS]

• MMRSS EMAIL OPTIMIZER [mEMO]

• MMRSS DATA PROCESSING SERVICES [mDP]

MMRSS major Clients

FMCG ICT Pharmaceutical Others

Johnson& Johnson

Unilever

Kellogg‟s

Nestle

General Mills

Procter & Gamble

Hewlett Packard

Microsoft

Dell

Nokia

Intel

IBMYahoo

Cisco

Motorola

Siemens

Alcatel Lucent

Kaspersky Lab

GlaxoSmithKline

Novartis

Ranbaxy

Bayer

Sanofi-Aventis

AstraZenecaBristol-Myers

Abbott Labs

British Airways

Lufthansa

Levis

Femina

Toyota

CastrolVodafone

ICICI

Visa

Jaguar

Deloitte

Pro-Mexico

Awards:

• Majestic MRSS received the Market Research Award for „Technology

Innovation‟ during the World Brand Congress 2012, held in Mumbai on

November 23.

•

Majestic MRSS won MR Leadership Award at WBC 2013



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Conclusion:

From this study it can be concluded that many of market research agencies serving in

India and came to know the different research fields, number of clients involved in

MRSS.



33

LITERATURE REVIEW

INTRODUCTION

Smartphone is a mobile device which is more than merely make and receives phone

calls, text messages, and voice mail. The basic feature of a Smartphone is able to

access to the internet. It can also access digital media such as picture, music and

videos. Also, Smartphone needs to have the ability to make use of small computer

programs called applications or apps (Weinberg, 2012). From 2007 to 2010, there are

more than 300,000 of mobile apps being developed and forecasted to have $35 billion

of revenue by 2014 (International Data Corporation, 2010). With the increasingdevelopment in technology and telecommunication sector, numbers of Smartphone

users around the world is increasing. In the third quarter of global Smartphone market

2012, Samsung successfully overstepped Apple, according to a Reuter‟s poll (The

Star (a), 2012).

LITERATURE REVIEWS

1) The consumer Behaviorism model suggested that consumer‟s purchase

behavior generally passes through 5 stages, before and after the actual

purchase; include needs recognition, information search, evaluation of

alternatives, purchase decision and post-purchase behavior (Kotler and Keller,

2012). Decision making can be categorized into 3 different types, nominal

decision making, limited decision making and extended decision making.

2)

Consumers value in smart phones features that enhance their personal time planning (e.g., Jones, 2002). These high-rated features include calendar and e-

mail services. It is interesting to note that according to Jones the so-called

killer services such as gaming, gambling and music downloads are not seen

that important in the diffusion of smart phones. However, there is little support

to this argument. However, while synchronization of calendar and e-mail

services to PCs has become easy and fast, the importance of time planning in

mobile phones becomes more and more important.



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3)

Another important aspect that has risen from different studies is that

consumers purchase new phones due to the fact that their existing one‟s

capacity is not appropriate referring to the idea that new technology features

such as built-in cameras, better memory, radio, more developed messaging

services, and color displays are influencing consumer decisions to acquire new

models (In-Stat/MDR, 2002; Liu, 2002; O‟Keefe, 2004). Thus it can be

expected that new features will influence the intention to acquire new mobile

phones

4) According to Cassavoy (2012), Smartphone can be defined to be a device that

enables the user to make telephone calls and at the same time has some

features that allow the user to do some activities that in the past was not

possible unless using a computer or a personal digital assistant (PDA), such as

sending and receiving e-mails, amending an office document etc. Nowadays

brand plays a very vital role in consumer buying decision. While consumers

usually go for a familiar brand, but the concept of brand transcend has

emerged beyond a trademark or name. The concept of brand encompasses

much more than a trademark. Based on the various journals, researches and

articles; several dominant factors influencing a consumer purchase decision

towards Smartphone can be drafted out. The variables under investigation in

this study include product features, brand name, price and social influences.

5)

Product Features: A feature is an attribute of a product that to meet with the

satisfaction level of consumers‟ needs and wants through the owning of the

product, usage, and utilization of a product (Kotler et.al. 2007).

6)

Price: Nagle and Holden (2002) stated that price can play a role as a monetary

value whereby the consumers to trade it with the services or products that

were being sold by the sellers. Price will always be the key concern of

consumers‟ before making any purchasing decision.

7) Brand Name: In recent changing global environment, competitive advantage,

profitable ways and efficiencies are the most important gears that companies

are forced to seek for in order to differentiate among them in the business

world (Mei Dean and White, 1999). Brand names are the valuable assets that

help correspond quality and suggest precise knowledge structures which are

related to the brand (Srinivasan and Till, 2002).



35

8)

Smartphone is no longer a phone for calling and instant messaging alone. For

the younger generation, online education or E-learning has growing popularity

in countries such as Malaysia, China, South Korea and India. People have

become much dependent on Smartphone by doing most of the jobs using a

Smartphone, where formerly it can be done without Smartphone. Camera,

MP3, notes, contact lists are all in the Smartphone, making people unable to

do their work without Smartphone. In the United State, with growing

dependency toward Smartphone, more people interact with the Smartphone

rather than human. People are so obsessed that company introduced thousands

of apps to make their Smartphone usage experience better (Gibson, 2011). In

9) The software of a Smartphone is the operating platform, storage memory, or

apps that run the phone. The software for a phone in the market is such as iOS,

Android, Windows, RIM Blackberry, Symbian, Bada and maemo. Among the

Smartphone user segment, Android users are the largest consist of 43%, IOS

users come second with 28%, RIM Blackberry is 18% and the rest is others.

Overall, Android is still the most popular Smartphone operating system in the

United State (Mobile, 2011). Another study on operating system Malaysians

used shows Android consist of 42%, Symbian 18%, whereas iOS, RIM

Blackberry and Windows are the same at 6% (Russell, 2012).

Conclusion: from this study it is found that the consumer buying behavior of smart

phone is depends on features adopted [design, battery backup etc…] brand

name,operating system, and factors infusing buying behavior



36

Case study



37

Case Study-1

Sony Company

Sony a multinational Japanese company stepped into India in early 1995 i.e., in the

post linearization period with in a couple of months. The same year, it has set up

manufacturing facilities in India. The company makes its presence felt in India

through Sony entertainments television. Sony music and Sony India. While the first

two are comfortably placed in the niche market. It is the 3 rd (Sony India) is accepted

to bring in all those exciting Sony‟s digital products.

Although the government has cleared its plans to manufacture its various products. It

has not been a smooth sailing for Sony India due to intense competition from Korean

giants such as IG and Samsung coupled with competition. The Indian market was

sensitive to price.

In addition to the above Sony India is facing some major problem .one of which is the

emergence of gray market for its brands while it is targeting around Rs.1000 crores by

the turn of the century.it needs to understand the Indian social economics, political,

and cultural environment.

Sony being a brand leader no one of like to develop itself like its parent company

having business units in U.S.A, U.K…. Singapore etc. since it is a name with great

reputation, it has a challenging task ahead in India.

Case facts

Sony multinational company of Japan country, stepped in India in early 1995

Products: Sony entertainment television, Sony music, Sony India.

The company makes its presence felt in India through Sony entertainments television.Sony music and Sony India.

It is the 3rd (Sony India) is accepted to bring in all those exciting Sony‟s digital

products.



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Problem faced

Computation: LG & Samsung

Pricing strategy

Business Environmental factors

Emergence of gray market

Q.NO 1) Do you think that research can play an important role in the development of

Sony India. If so how?

Yes, because they are facing the business problems which can be solved by research only. By

using the research designs like Exploratory Research And conclusive research

Q.No-2) If Sony India takes resource to research. Should it set up in house research or

hire the services of a reputed marketing agency?

For the business problem the solution can be find out by the experienced researchers so if the

Sony India want to research they have to hire the experienced researchers so it is better to

hand over the work to the marketing agency.

Q.No-3) If you think that. It is better to hire the services of marketing research agency,what factor should it consider while hiring a particular agency?

The problem solving capacity.

Experience.

Reputation.

The positive result of the solution provided by the agency.

Q.No-4) what can be the possible objectives for the research if you were the research

agency?

To convert business problem in to research problem .

To give the optimal solution.

Use the techniques for solving the problem.



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Methods for ascertaining how accurate the survey results are:

Survey Method

A structured questionnaire given to a sample of a population and designed to elicit

specific information from respondents.



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CASE STUDY – PROCTER AND GAMBLER

Procter and Gamble: Using marketing research to build brands

As of 2006, Procter and Gamble (www.pg.com) delivered products under 300 brands to

nearly five billion consumers in more than 140 countries around the world. P & G employedabout 1,10,000 employees in approximately 80 countries worldwide. Its revenues amounted

to $56.7 billion in 2005. The company began operations in the United States in 1837 and has

continued to expand its global operations, most recently to Algeria. The stated purpose of the

company is to “provide products and services of superior quality and value that improve the

lives of the world‟s consumers”.

P & G is the number one US maker of household products, with nearly 300 brands in

five main categories: baby, feminine, and family care; fabric and homecare; beauty care;

health care; and food beverage. Some of the P & G;s brands are billion dollar sellers (

Whisper, Ariel, Crest, Pampers, Pantene, Pringles, and Tide).

Over a period of time Procter & Gamble has proven to be an innovator in creating

brands and understanding consumers by making extensive use of marketing research.

Building brands has been a cornerstone of P & G‟s success. The marketers at P & G

undertake marketing research to determine the brand‟s equity and then make sure everyone

understands it, because that drives every decision made about the brand.

P & G thinks of marketing in many of the same ways that they used to. They have

always thought about the consumer and why the product would be relevant to the consumer.

They believe in catering to the experience of the consumer. Their principles of marketing

haven‟t changed, but their methods of targeting and identifying consumers have changed to

meet the increasingly complicated consumer base. In the early days P & G would mass

market through television and other sources because this was effective at that time. They have

changed their key strategy from mass marketing to consumer targeting. Marketing research

has revealed targeting as the future brand marketing and brand management. P & G believes

this takes much more than a focus group, and they want to spend time with consumers and

understand their behaviors. Their market research is to extensive that they even develop new

products based on research to meet the demands of consumers; P & G‟s innovative approach

puts the consumer at the center of everything they do. P & G has also aligned their business to

go along with each brand. They have integrated all departments under each brand because

they want consumers to think of the brand as a unified entity and to provide them with an

integrated experience.

One of the areas that P & G researches constantly is the in-store experience of the

consumer. They see this as another way of connecting with consumers and making their

experience a better one. One of the ways they enhance this is by partnering with retailers and

developing the in-store experience to please their consumers. Pleasing the consumers has

become more difficult today because the consumer has less time and more expectations.

Packaging is also important in conveying a message to the consumer. It is a key to challenge

because labeling has become more complex and consumers are demanding more.

The internet is also becoming an important marketing research tool for P & G. They

have increased the services they provide on the Internet in order to reach out to more

consumers. This has proven effective, and they have even used the internet as their sole

http://www.pg.com/

http://www.pg.com/

http://www.pg.com/

http://www.pg.com/



42

source for some marketing campaigns. They also use the Internet to gain new ideas and share

them throughout the company.

P & G marketing has been innovative and pioneering over the years, and one would

expect the same from them in the future. They are constantly using marketing research to

solve the problems of today and to build brands that will continue to be leaders tomorrow.

Case Study Questions:

1. P & G is considering further increasing its market share. Define the management

decision problem. Also define an appropriate marketing research objective based on

the management decision problem you have identified.

2. Formulate and appropriate research design to address the marketing researchobjective you have identified.

3. Develop a questionnaire for assessing consumer preferences for toothpaste brands.

Case Facts

P&G Company began operations in the US in 1837, and has continued

to expand its global operations most recently to Algeria.

The purpose of the company is to provide products and services of

superior quality and value that improve the levels of the world‟s

consumer. P&G having 300 brands in 5 main categories.

It has proven to be an innovator in creating brands & understanding

consumers by making extensive use of marketing research.

Corner stone of P&G success is building brands & undertaking

marketing research to determine the brand equity.

The company is believed in creating the experience of the consumer.

They rottenly are changing the method of targeting & identifying

consumers to meet the consumer base.

Mass market through television was the source of P&G. P&G believes

that instead of focus group they want to spend more time with consumer

& their behaviour. .

Based on research they developed new products to meet the consumer

demand.

They want to provide integrated experience by integrating all the

departments under each brand.

P&G researches constantly is the in-store experience of the consumer.



Q-No 3 - Questionnaire for assessing consumer preferences for

toothpaste brands.

1) How many toothpaste brands, you are aware of?

Less 1 2 3 4 5 6 7 8 9 More

2)

Which brands toothpaste you most prefer?

a) Colgate

b) Meswak

c)

Dabur

d)

Pepsodente) d) Specify if any____________

3) Do you prefer to buy toothpaste according to its tastes?

a) Yes

b)

No

4) Are you satisfied with the usage of your present toothpaste?

a)

Agree

b) Disagree

c) Strongly agree

d)

Strongly disagree

5) Do you want to change your toothpaste brand?

a)

Yes

b)

No

smartphone final

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