Mobile Usage Research
Objective
This study aims at making a comparative analysis of the factors that determine the choice of a consumer purchasing a cell phone i.e. Appearance v/s Functionality and support the findings with statistical evidence.
This research will allow us to predict the future trend of cell phone sales by providing insight into customer preferences and relation between customer profile and desired features.
Research Question
What motivates consumers to buy a particular cell phone?
Variables
• Brand • Style • Price • Quality • Functions • Dimensions • Age • Sex • Income Group • Buying behaviour of consumer
Hypothesis
Cell phone buyers choose a cell phone to purchase primarily based on features provided.
Conceptual Design
Identification of Research Topic:
The topic was agreed to by mutual agreement of group members in consultation with Prof. A K Jain. This research topic was finalized due to 1. Relevance in current business environment 2. Availability of Secondary data 3. Ubiquitous presence of cell phones in society today facilitating primary research
Secondary Data Collection
Secondary data was collected from:
1. Internet (primarily for framing guidelines for the research)
2. Cell phone reviews in magazines
Questionnaire Design
The backbone of this study is a questionnaire developed after carrying out exploratory research on 60 respondents. The respondents were asked to list 5 factors that they considered while selecting a mobile phone to purchase.
This exploratory research yielded 65 unique parameters using which a questionnaire consisting of 54 variables was developed in consultation with Prof. A K Jain. The questionnaire design was aimed at minimizing biases and randomness. This questionnaire developed has been included as Annexure I with this report.
A seven point Likert scale was used to provide the respondents with a sufficient
This study aims at making a comparative analysis of the factors that determine the choice of a consumer purchasing a cell phone i.e. Appearance v/s Functionality and support the findings with statistical evidence.
This research will allow us to predict the future trend of cell phone sales by providing insight into customer preferences and relation between customer profile and desired features.
Research Question
What motivates consumers to buy a particular cell phone?
Variables
• Brand • Style • Price • Quality • Functions • Dimensions • Age • Sex • Income Group • Buying behaviour of consumer
Hypothesis
Cell phone buyers choose a cell phone to purchase primarily based on features provided.
Conceptual Design
Identification of Research Topic:
The topic was agreed to by mutual agreement of group members in consultation with Prof. A K Jain. This research topic was finalized due to 1. Relevance in current business environment 2. Availability of Secondary data 3. Ubiquitous presence of cell phones in society today facilitating primary research
Secondary Data Collection
Secondary data was collected from:
1. Internet (primarily for framing guidelines for the research)
2. Cell phone reviews in magazines
Questionnaire Design
The backbone of this study is a questionnaire developed after carrying out exploratory research on 60 respondents. The respondents were asked to list 5 factors that they considered while selecting a mobile phone to purchase.
This exploratory research yielded 65 unique parameters using which a questionnaire consisting of 54 variables was developed in consultation with Prof. A K Jain. The questionnaire design was aimed at minimizing biases and randomness. This questionnaire developed has been included as Annexure I with this report.
A seven point Likert scale was used to provide the respondents with a sufficient