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Advanced Marketing Research

A Marketing Research Project on Lava Mobiles

Submitted To: Prof S B Dash

Group 9

Anirudh ManiPGP25123
Bhargava JPGP25178
Nirmal ChoudharyPGP25142
Ravi VagadiaPGP25107
Sunit ChandanPGP25158

Table of Contents

Management Decision Problem2
Marketing Research Problem2
Hypothesis2
Research Summary Sheet3
Hypothesis Summary Sheet3
Hypothesis Details4
List of Variables5
Sampling Plan7
Data Analysis8
Hypothesis 18
Hypothesis 28
Hypothesis 39
Hypothesis 410
Hypothesis 511
Hypothesis 612
Hypothesis 713
Market Share Analysis for LAVA Mobile with Nokia14
Recommendations18


Management Decision Problem
How to increase the market share of LAVA Mobiles
Marketing Research Problem
1)To identify the users of Lava Mobiles
2)Determine the consumer preferences and purchase intensions for low cost mobiles 3)To determine the effectiveness of the Point-of-sales purchase decisions 4)What is the awareness level of LAVA mobile among low income group mobile phone users Hypothesis

H1: Mobile users in the age group of 20 to 30 years with household income level of below 4L prefer low cost mobile phones H2: Students who are price sensitive in the age group of 20 to 30 years prefer low cost mobile phones H3: Price and sturdiness are the most important criteria for purchasing mobile phone by SEC B, SEC C H4: FM player, Camera and long battery life are important features which should be present in the mobile phone for SEC B, SEC C H5: Point-of-Purchase display at retail outlets influences purchase intention H6: Salesman influence plays an important role in final purchase decision of low cost mobile phone H7: Television Advertisement is the main source of LAVA mobile awareness of people in SEC B, SEC C category


Research Summary Sheet
MRPHypothesis NumberQuestion NumberAnalysis Tool
To identify the users of Lava MobilesH1Q1, Q2Cross Tabulation
H2Q1, Q2, Q4Regression
What are consumer preferences and purchase intensions for low cost mobilesH3Q1, Q2, Q5, Q9, Q12, Q13, Q14Discriminant Analysis
H4Q1, Q2, Q6, Q7, Q8, Q10, Q11Discriminant Analysis
To determine the effectiveness of the Point-of-sales purchase decisionsH5Q1, Q17Cluster Analysis, One Sample t-test
H6Q1, Q19One Sample t-test
What is the awareness level of LAVA mobile among low income group mobile phone usersH7Q1, Q3, Q19Discriminant Analysis

Hypothesis Summary Sheet
Hypothesis NumberStatementAccepted/ Rejected
H1Mobile users in the age group of 20 to 30 years with household income level of below 4L prefer low cost mobile phonesAccepted H2Students who are price sensitive in the age group of 20 to 30 years prefer low cost mobile phonesRejected H3Price and sturdiness are the most important criteria for purchasing mobile phone by SEC B, SEC CRejected H4FM player, Camera and long battery life are important features which should be present in the mobile phone for SEC B, SEC CAccepted H5Point-of-Purchase display at retail outlets influences purchase intentionAccepted H6Salesman influence plays an important role in final purchase decision of low cost mobile phoneAccepted H7Television Advertisement is the main source of LAVA mobile awareness of people in SEC B, SEC C categoryAccepted

Hypothesis Details
HypothesisSourceDiscussion
H1FGD/In-Depth InterviewAs per FGDs and In Depth Interviews, it was found that the target segment is low income group. H2FGD/PaperUsing FGDs and In Depth Interview, it was found to be some of the students using LAVA mobile. Price sensitivity can be measured by referring to a paper "Price Sensitivity Meter by Van Westendorp" H3FGD/In-Depth InterviewSome of the respondents living in Rural areas with low income level were more interested in the strength and price levels of the mobile phones. In Depth interview with LAVA mobile Distributor also confirmed the hypothesis. H4FGDMost mobile phones come with the...
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