Statistics Research Paper

Brand Preference on Mobile Phone Brands

Athena Marie O. Espinosa Kamille C. Guerrero Carlo Mejia Jerome Casao

ABSTRACT

The use of mobile phone has become part of our day to day activity. As a growing number of mobile phone brands that are available in the market today, each of the consumers prefers a particular brand. In this paper, the researchers focus on determining the brand preference of De La Salle-University Dasmarias College of Business Administration and Accountancy student for mobile phone brands. A survey has been conducted to 200 respondents from DLSU-D CBAA to analyze their response and solve the problem of this research. Using the data that was being gathered, the researchers were able to know the brand preference of their respondents for mobile phone, the reason for such preference and the particular thing which they look for in their preferred brand. The data shows that Samsung is the brand that is frequently owned by the CBAA respondents but most of them prefer iPhone to be their new phone. The features of the mobile phone, its brand name and the product review of each brand influence the respondents brand preference over the mobile phone. Respondents were highly in favor of mobile phone that has internet accessibility and for most of them it doesnt matter if it has a radio feature. It is obvious from the study that each of the respondents owns and prefers different mobile phone. Their preference on mobile phone is being affected by different features and factors associated with the brand. A particular feature may be too important for some but may not be beneficial for others. Therefore, the researchers recommend for future study the continuation of the research on mobile phone in order to improve the basis of this study.

ACKNOWLEDGEMENT We would like to express our gratitude to several individuals who have contributed through their help and guidance and extended their valuable assistance in preparation and completion of this study. We would like to acknowledge the support of our professor, Miss Liza Dia Buitizon, whose help, knowledge, experiences and encouragement helped us at all times to the great extent of this study. We would also like to thank our family, friends and classmates, who were there to give their support and encouragement in doing this research. Above all, we thank Almighty God who always made things possible and providing us strength and capability to finish this research.

Table of Contents

Chapter 1: The Problem and its Setting ...................................................................... 5 A. Introduction ............................................................................................................. 5 B. C. D. E. Statement of the Problem ....................................................................................... 6 Significance of the Study ........................................................................................ 6 Scope and Limitations ............................................................................................ 7 Definitions of Terms ................................................................................................ 7

Chapter 2: Methodology ............................................................................................... 9 A. Sampling Design..................................................................................................... 9 B. Instrumentation and Data Gathering ....................................................................... 9 C. Statistical Treatment of Data ................................................................................ 10 Chapter 3: Presentation and Interpretation of Data ................................................. 12 Chapter 4: Summary, Conclusion and Recommendation ....................................... 20 A. Summary .............................................................................................................. 20 B. Conclusion ............................................................................................................ 21 C. Recommendations ................................................................................................ 22

Bibliography ................................................................................................................ 24 Appendix ...................................................................................................................... 25

Chapter 1 THE PROBLEM AND ITS SETTING A. Introduction Mobile phones are without a doubt the greatest invention of mankind. It has become an integral part of our lives. We used it for variety of purposes, such as for business and personal use, including conducting business dealings, keeping in touch with family members and for an event of emergency. In addition, the Philippines was dubbed as the texting capital of Asia. Even a child owns a cell phone in each household.

A number of mobile phone brands are available in the market today and every consumer prefers a particular brand. Each brand offers innovative designs, functional features and top-of-the-line technology. With these, each mobile phone brand is on a stiff competition with one another.

The study will focus on determining the mobile phone brand preference of DLSU-Dasmarias CBAA students. It is conducted to know which brand of mobile phone is most preferred by them and what do they look for in a particular brand of mobile phone.

B. Statement of the Problem This study intends to examine the mobile phone brand preference of DLSUDasmarias CBAA students. Specifically, the study seeks to answer: 1. Which brand of mobile phone does DLSU-Dasmarias CBAA students mostly preferred? 2. What are the reasons for such preference? 3. What do DLSU-Dasmarias CBAA students look for in a particular brand of mobile phone?

C. Significance of the Study This study will be a significant activity in establishing customer satisfaction of various mobile phone brands. This will help the company to understand what the consumers want to their product. By understanding the needs and wants of the consumer, mobile phone company will gain competitive advantage and will be able to improve their product in accordance to the preference of the target market. Also, they will be able to assess the different factors in mobile phones that can influence the market brand preference.

This study will also be beneficial to the students and professors when they gain knowledge and learning on the current scenario related to the mobile phone brand preference of the consumers. It will also help students, who are the frequent users of mobile phones, to identify the best mobile phone brand to use.

To the future researchers, this study will benefit them to serve as their guide, which they may improve later on.

D. Scope and Limitations This study mainly focuses on the mobile phone brand preference of students of DLSU-D College of Business Administration and Accountancy located at CBAA building.

Population: The set of all CBAA students in DLSU D. We would like to determine the brand of mobile phone that is mostly preferred by students of College of Business Administration and Accountancy. Limitations: The findings are based entirely upon the research conducted in CBAA building and may not be applicable to other colleges and other areas. The findings may be applied to future study, hence, may be improve and subject to change.

E. Definitions of terms Mobile Phones - portable telephone device that does not require the use of landlines. Mean - is the average of the numbers: a calculated "central" value of a set of numbers Mode - is the number that appears most often in a set of numbers.
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Statistical Treatment of Data - is essential in order to make use of the data in the right form.

Data - are qualitative or quantitative variables, belonging to a set of items. It is typically the result of measurements and can be visualized using graphs or images.

Variable it is a logical set of attributes. In mathematics, it is a symbol that represents a quantity.

Chapter 2 METHODOLOGY A. Sampling Design To determine, the brand preference of CBAA students in mobile phone, each member of the group is tasked to have 50 students respondent from CBAA. The researchers have used the most common method of sampling which is convenience sampling to get quick response from their respondents. The respondents are selected accidentally for the researchers convenience and accessibility since nowadays almost all of the students have been using and own a mobile phone.

B. Instrumentation and Data Gathering The researchers used the indirect or questionnaire method of collecting data. In here, the information is collected through a given questionnaire. The questionnaire is a written document that contains set of questions related to the study, which is mobile phone brand preference, that are given to their chosen set of respondents for them to answer it. To get a better response the questions in the survey form should acquire the characteristic of a good question, which is unbiased, clear and simple, precise, and easy to analyze. After the respondents have given their answers, the researchers will compile all the answers in order to know which brand of mobile phone is mostly preferred by CBAA students.

C. Statistical Treatment of Data This research will include the following statistical tools to identify which brand of mobile phones is mostly preferred by DLSU-D CBAA students. The process will include: 1. Measure of central tendency According to research, statistical treatment of data involves describing the data. The best way to do this is through the measures of central tendencies like mean, median and mode. In this study, the researchers will use: Mean or average It is the most commonly used method of describing central tendency. For a data set, the arithmetic mean is equal to the sum of the values in the observation divided by the number of observations. Mean is computed as:

In this study, mean will be used to determine the average ranking of each of the particular features and factors that can influence the respondents in choosing their mobile phone brand. Mode In statistics, the mode is the observed value that occurs most frequently in a data set, thus tell us about the data that is most
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frequently repeated. The concept of mode makes sense for nominal data, those that are not consisting numerical values. In this study, mode will be used to determine which of the choices in each question in the questionnaire has the highest observation respondents. 2. Distribution It is the summary of the frequency of individual values for a variable. The simplest distribution would list every value of a variable and the number of respondents who had each value. For example, we describe gender by listing the number or percent of males and females. Distribution may also be displayed using percentage. It is used to express how large or small one quantity is, relative to another quantity. The percent value is computed by multiplying the numeric value of the ratio by 100. or being answered frequently by the 200

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Chapter 3 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

How many mobile phones do I have?

32% 61%

1 mobile phone 2 mobile phones 3 mobile phones

The above chart shows that out of 200 respondents, 61% or 122 respondents own 1 mobile phone; 32% or 64 respondents own 2 mobile phones and 7% or 14 of the 200 respondents own 3 mobile phones.

What brand of mobile phone do I own presently?

The has

brand the

which highest is

4%
12% 14% 29% 6% 28%

Nokia Sony Ericson Samsung iPhone Blackberry MyPhone Cherry Mobile Others

observation

Samsung that is owned by 81

respondents. Mode = 81

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*Others include LG, Lenovo, Alcatel, Xperia, HTC and Willphone. 28% of 2 mobile phone owners own both Nokia and Samsung brand. 17% own both iPhone and Samsung and 3% of the 64 two mobile phone owners own Nokia and iPhone. Also, 7% of 3 mobile phone owners own all of the three Samsung, Nokia and iPhone.

Why did I choose this brand over others?

The reason for choosing that

4% 11% 8% 19%

certain brand is because of the

Product cost

features that is being offered by the mobile

Advertising

Good Product Reviews

phone brand
Features

38%
20%

features

is

Brand Name Prestige

chosen by 118 respondents.

Note: The N in the above charts is being changed because our respondents chose more than one answers. *Other reasons include gift, no choice, free from globe and good quality.

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TOP THREE OWNED MOBILE PHONE BRAND

TOP THREE REASONS FOR CHOOSING THE BRAND 118

SAMSUNG

81 respondents

FEATURES respondents BRAND NAME

NOKIA

78 respondents PRESTIGE GOOD PRODUCT

64 respondents

iPHONE

40 respondents REVIEWS

60 respondents

Out of 81 respondents that own Samsung 34% of them chooses Samsung because of its features; 6% because of brand name prestige; 14% because of good product reviews; 11% because of both brand name prestige and features; 4% because of both brand name prestige and good product reviews; another 14% because of both features and good product reviews; and 9% because of all of the top three reasons (features, brand name prestige; good product reviews). Out of 78 respondents that said they own Nokia, 22% of them chooses Nokia because of its features; 6% because of brand name prestige; 13% because of good product reviews; 14% because of both brand name prestige and features; 4% because of brand name prestige and good product reviews; 10% because of both features and good product reviews; and 6% because of all the top three reasons. Out of 40 respondents that own iPhone, 33% of them choose iPhone because of its features; another 33% because of brand name prestige; 8% because of both brand name prestige and features; 13% because of both features and good product reviews; and 8% because of all the top three reasons.

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How often do I change my phone?

Every other year, 25% At least twice a year, 18%

Never, 24%

Never Once a year

Once a year, 33%

At least twice a year

Analysis: Mode = 66 or (33%) Once a year preferred by most of the respondents. 66 respondents answered once a year for them to change their mobile phone.

When do I buy a new phone?

Analysis: Mode = = 154 or 77% Preference on the choice when the phone is broken and beyond repair before the respondent changes or buy a new phone.

Others 3%

When broken and beyond repair 77%

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Design Aesthetics - Customer Satisfaction

105 77

40
20 0 Very Satisfied Moderately Satisfied

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2
Moderately Dissatisfied Very Dissatisfied

Out of 200 respondents 77 or 38.5% of the respondents are very satisfied with their mobile phone design aesthetics; 105 or 52.5% are moderately satisfied; 16 or 8% are moderately dissatisfied; and 2 or 1% are very dissatisfied. Samsung Design Aesthetics VS 29 MS 45 MDS 7 VDS 0

With regards to design, out of 81 owners of Samsung mobile brand, 29 owners or 35.8% respondents are very satisfied; 45 or 55.56% are moderately satisfied; 7 or 8. 64% are moderately dissatisfied; and none very dissatisfied.

Features - Customer Satisfaction

78

105 16 1

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Out of 200 respondents 78 or 39% of the respondents are very satisfied with their mobile phone features; 105 or 52.5% are moderately satisfied; 16 or 8% are moderately dissatisfied; and 1 or 0.5% are very dissatisfied. Samsung Features VS 32 MS 44 MDS 5 VDS 0

With regards to features, out of 81 owners of Samsung mobile brand, 32 owners or 39.51% respondents are very satisfied; 44 or 54.32% are moderately satisfied; 5 or 6.17% are moderately dissatisfied; and none very dissatisfied.

Usability - Customer Satisfaction

113 70

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Out of 200 respondents 113 or 56.5% of the respondents are very satisfied with their mobile phone usability; 70 or 35% are moderately satisfied; 14 or 7% are moderately dissatisfied; and 3 or 1.5% are very dissatisfied.

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Samsung VS MS MDS VDS Usability 45 27 7 2 With regards to usability, out of 81 owners of Samsung mobile brand, 45 owners or 55.56% respondents are very satisfied; 27 or 33.33% are moderately satisfied; 7 or 8.64% are moderately dissatisfied; and 2 or 2.47% are very dissatisfied.

What brand do you prefer to have for a new phone?

iPhone
Blackberry

iPhone

MyPhone Cherry Mobile Others

iPhone is the brand that most of the CBAA students mostly preferred to have for a new phone. Out of 81 owners of Samsung, 59% of which prefer iPhone to be their new phone and out of 78 owners of Nokia, 37% of which prefer iPhone to be their new phone. FEATURES 1. Internet (highest) 2. Camcorder 3. MP3 player 4. Gaming 5. Bluetooth 7. GPS 6. Radio (lowest) AVERAGE RANKING 2.45 3.33 3.525 4.005 4.35 4.61 5.375

The table above shows the average ranking of the particular feature that the respondents look for in a mobile phone.

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1. 2. 3. 4.

FACTOR Feature (highest) Design Price Brand name (lowest)

AVERAGE RANKING 2.015 2.46 2.67 2.69

The table above shows the average ranking of the outstanding factor that the respondents preferred in a mobile phone.

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Chapter 4 SUMMARY, CONCLUSION AND RECOMMENDATION A. Summary This portion of the study contains the summary of the data being gathered. In this research out of 200 respondents, 44% male and 56% female are being asked about their brand preference for mobile phone through the use of questionnaire. The data gathered shows that 61% own 1 mobile phone, 32% own two mobile phones and 7% own 3 mobile phones. The brand Samsung has the highest observation that is being owned by 81 of the respondents, 34% of them chooses Samsung because of its features; 6% because of brand name prestige; 14% because of good product reviews; 11% because of both brand name prestige and features; 4% because of both brand name prestige and good product reviews; another 14% because of both features and good product reviews; and 9% because of all of the top three reasons (features, brand name prestige; good product reviews). Often, 33% of the respondents change their mobile phone once a year. With regards to the satisfaction of the customer majority of the respondents are just moderately satisfied with their mobile phone design aesthetics and features but very satisfied with the usability of their current phone. Most of the respondents or 77% respondents will only buy a new phone when their current phone is broken and beyond repair and if they have to buy for a new phone, majority prefer iPhone to be their phone. Samsung as being owned by most of the respondents, 59% of them prefer iPhone to be their new phone.
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Feature that is chosen by most of the respondent with an average ranking of 2.015 is the outstanding factor which they look for their preferred brand, and internet accessibility with the highest ranking of 2.45 is the particular feature which they look for.

B. Conclusion A study on mobile phone brand preference has been conducted to know which brand of mobile phone does DLSUD-D CBAA students mostly preferred.

Most of the respondents owned only one mobile phone and some have 2 to 3 mobile phones. In conclusion, the findings shows in this research that Samsung is the mobile brand that is owned by most of the CBAA students but iPhone is the brand that most of them prefer to have for a new phone. 59 % of Samsung owners prefer iPhone to have for a new phone.

Indeed, the mobile phone features along with brand name prestige and good product reviews are the top three reasons that can affect most of the respondents preference over mobile phone. CBAA students prefer a particular mobile brand due to its outstanding factor which is the mobile phone features and the brand name of the mobile phone is the least factor. The features that CBAA students look for in a particular brand of mobile phone is internet accessibility that receive the highest ranking, followed by camcorder, then MP3 player, etc. Radio is the feature that receives the lowest ranking.

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C. Recommendations

Mobile phone companies should maximize the distribution of each of their mobile brands in the market. They should continue to work on providing customer services that will satisfy their needs and wants, for them to continue to be loyal with their preferred brand of mobile phone. Samsung as being owned by most of the DLSUD-CBAA students should continue to improve its mobile phone features, the brand name itself and the product reviews from different customers, for the owners to continue to prefer the brand and thus, will not shift to other brands. iPhone should continue to build its brand name prestige. Companies can create various promotional activities that can affect the preference of the customer, thus improve its brand name. Each of the mobile phone companies can provide their customers internet services and create a wireless network settings that will give owners of mobile phone unlimited access to the internet. This strategy will help to improve the brand preference a customer has over a mobile phone brand. This portion of the study will also provide future researchers ideas on what can be studied more in relation to this topic. It can be suggested that future researchers can study about how much money is being spent by customer with regards to their preferred brand of mobile phone. Also, a study about the percentage of the mobile phone owners who go online using their mobile phones and what do they frequently do when they are browsing can be put into consideration. Furthermore, future researchers can also study about the time

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being spent by owners of mobile phone each day with their cell phones and the amount of their call versus the amount of their text messages.

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BIBLIOGRAPHY Zamora-Reyes, C. & Ladao-Saren, L. (1993). Elementary Statistics: text/workbook. Mandaluyong City: National Book Store.

Siddharth Kalla (2009). Statistical Treatment of Data. Retrieved October 2, 2012, from http://www.experiment-resources.com/statistical-treatment-ofdata.html

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Appendix

DLSU-Dasmarias CBAA Students Mobile Phone Brand Preference Survey

Please take a moment to answer this survey form for us to know what brand of mobile phone that DLSU Dasmarias CBAA students mostly preferred. Kindly check the box of your choice.

Questionairres:
1. Course : 2. Gender : _____________________________________ Male Female Yes No 1 2 3

3. Do you own a mobile phone?

4. How many mobile phones do you have?

5. What brand of mobile phone do you own presently? Nokia Sony Ericsson Samsung iPhone Blackberry MyPhone Cherry Mobile Others (Please specify) _______________ 6. Why did you choose this brand over others? Have been using this brand for long Better features Good product reviews Appealing advertisements Product cost (price sensitive) Others (Please specify) _______________

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7. How often do you change your phone in a year? never once twice 3x or more 8. How satisfied are you with your current phone? not satisfied satisfied very satisfied 9. What brand do you prefer to have for a new phone? Nokia Sony Ericsson Samsung iPhone Blackberry MyPhone Cherry Mobile Others (Please specify) _______________ 10. Does the brand of a mobile phone is important to you in buying one?
11.

Yes

No

What particular feature do you look for in a mobile phone? (You can choose more than one answer) Bluetooth Gaming Camera with video recorder (camcorder) MP3 player Radio GPS (Global Positioning system) Internet accessibility Others (Please specify) _______________

12. In your preferred brand of mobile phone, what is its outstanding factor? Price Features Design

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