MARKETING RESEARCH

PROJECT
FREQUENCY OF CHANGING
MOBILE PHONES
GROUP 16
Team Members

Introduction:
The mobile phone industry is one of the fastest growing
industries in the world. With the level of technological
advancements that are being made in the mobile industry, we
are getting new models of phones almost everyday. Hence
people are constantly faced with the dilemma of whether to
persist with their existing phones or to buy the latest phone
available in the market with better features.
The objective of this project is to find out how often people
change their mobile phones. We did a survey to observe this
pattern. There were over 50 respondents of varying age
groups, gender and income.

Dependent Variable:
-Frequency of changing mobile phone

Independent Variables:
-Gender
-Age Group
-Category (Student/ Working/ Retired)

-Education
-Family Annual Income
-Price of the mobile owned at present
-Attitude towards mobile phone
SPSS Variable View

Descriptive Statistics
Descriptive Statistics
N

Minimum

Maximum

Mean

Std. Deviation

Gender

55

1.27

.449

Age Group

55

2.65

1.250

Category

55

1.40

.627

Education Level

55

3.11

.658

Family Annual Income

55

2.40

1.082

55

2.85

1.407

55

2.60

1.065

55

3.47

1.289

Price of the mobile that you

own now
Choose the most
appropriate option
How often do you change or
willing to change your mobile
phone?
Valid N (listwise)

55

Histogram
How often do you change or willing to change your mobile phone?
Cumulative
Frequency
Valid

More than once in a year

Percent

Valid Percent

Percent

3.6

3.6

3.6

Once in a year

14

25.5

25.5

29.1

Once in two years

13

23.6

23.6

52.7

14.5

14.5

67.3

18

32.7

32.7

100.0

55

100.0

100.0

Once in three years

No idea of changing until
necessary
Total

Cross Tab and Chi Square Analysis

Gender and Dependent Variable

Chi-Square Tests
Asymptotic
Significance (2Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

df

sided)

.861

1.231

.873

.241

.623

1.301

55

a. 6 cells (60.0%) have expected count less than 5. The minimum

expected count is .55.

0.873 is higher than significance level 0.05. Therefore there is no correlation

between gender and frequency of mobile change.

Respondent Category and Dependent Variable

Chi-Square Tests
Asymptotic
Significance (2Value
Pearson Chi-Square

df
8

.649

7.117

.524

.601

.438

5.981

Likelihood Ratio
Linear-by-Linear Association

sided)

N of Valid Cases

55

a. 11 cells (73.3%) have expected count less than 5. The minimum

expected count is .15.

Here again significance value (0.524) is greater than 0.05. Therefore there is no
correlation between the category of the respondent and the Frequency of mobile
changing.

Age Group and Dependent Variable

Chi-Square Tests
Asymptotic
Significance (2Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

df

sided)

16

.164

25.874

16

.056

3.765

.052

21.377

55

a. 22 cells (88.0%) have expected count less than 5. The minimum

expected count is .18.

Here the significance value (0.056) is marginally higher than 0.05. Therefore we
are unable to establish a significant correlation between the age group and the
dependent variable.

Education Level and Dependent Variable

Chi-Square Tests
Asymptotic
Significance (2Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

df

sided)

13.493a

12

.334

14.689

12

.259

.980

.322

55

a. 16 cells (80.0%) have expected count less than 5. The minimum

expected count is .07.

Here the significance value(0.259) is higher than 0.05, therefore we dont find a
correlation between the education level and the dependent variable.

Price of mobile owned and Dependent variable

Chi-Square Tests
Asymptotic
Significance (2Value
Pearson Chi-Square

df
16

.125

29.871

16

.019

5.145

.023

22.591

Likelihood Ratio
Linear-by-Linear Association

sided)

N of Valid Cases

55

a. 25 cells (100.0%) have expected count less than 5. The minimum

expected count is .33.

Here the significance value 0.019 is less than 0.05 which shows that there is
correlation between the price of the mobile phone currently owned and the
frequency of change of mobile phone.

Attitude towards mobile and Dependent Variable

Chi-Square Tests
Asymptotic
Significance (2Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

df

sided)

12

.268

17.580

12

.129

1.105

.293

14.537

55

a. 18 cells (90.0%) have expected count less than 5. The minimum

expected count is .36.

Here the significance value (0.129) is higher than 0.05, therefore we dont find a
correlation between the attitude of the respondent and the dependent variable.

T Tests
Gender and Dependent Variable
Group Statistics
Gender
How often do you change or

Mean

Male

willing to change your mobile Female

phone?

Std. Deviation

Std. Error Mean

40

3.53

1.281

.203

15

3.33

1.345

.347

The significant value 0.98 is > 0.05. Therefore there is no difference in the means.
Age Group and Dependent Variable
Group Statistics
Age Group
How often do you change or

>= 2

willing to change your mobile < 2

phone?

Mean

Std. Deviation

Std. Error Mean

48

3.54

1.304

.188

3.00

1.155

.436

Significant value 0.188 is greater than 0.05. Therefore there is no difference between the
means.
Education level and Dependent Variable
Group Statistics
Education Level
How often do you change or

>= 3

willing to change your mobile < 3

phone?

Mean

Std. Deviation

Std. Error Mean

50

3.46

1.297

.183

3.60

1.342

.600

Significant value 0.883 is greater than 0.05. Therefore there is no difference between the
means.
Family Annual income and Dependent Variable
Group Statistics
Family Annual Income
How often do you change or

>= 3

willing to change your mobile < 3

phone?

Mean

Std. Deviation

Std. Error Mean

27

3.67

1.209

.233

28

3.29

1.357

.256

Significant value 0.294 is greater than 0.05. Therefore there is no difference between the
means.
Price of the mobile owned and Dependent variable
Group Statistics
Price of the mobile that you
own now
How often do you change or

>= 3

willing to change your mobile < 3

phone?

Std. Error
N

Mean

Std. Deviation

Mean

30

3.17

1.289

.235

25

3.84

1.214

.243

Significant value 0.972 is greater than 0.05. Therefore there is no difference between the
means.

Factor Analysis
Descriptive Statisticsa
Mean

Std. Deviation

Analysis N

Gender

1.23

.439

13

Age Group

2.31

1.251

13

Category

1.46

.660

13

Education Level

3.00

1.000

13

Family Annual Income

2.54

1.266

13

3.23

1.235

13

2.92

.641

13

Price of the mobile that you

own now
Choose the most
appropriate option

a. Only cases for which How often do you change or willing to change your
mobile phone? = Once in two years are used in the analysis phase.

KMO and Bartlett's Testa

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

Approx. Chi-Square

.487
26.860

df

21

Sig.

.176

a. Only cases for which How often do you change or willing to change
your mobile phone? = Once in two years are used in the analysis
phase.

Communalitiesa
Initial

Extraction

Gender

1.000

.809

Age Group

1.000

.825

Category

1.000

.640

Education Level

1.000

.770

Family Annual Income

1.000

.805

1.000

.784

1.000

.921

Price of the mobile that you

own now
Choose the most
appropriate option

Extraction Method: Principal Component Analysis.

Total Variance Explaineda

Initial Eigenvalues
Component

Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

2.423

34.614

34.614

2.423

34.614

34.614

1.808

25.823

60.437

1.808

25.823

60.437

1.324

18.915

79.353

1.324

18.915

79.353

.641

9.164

88.517

.415

5.931

94.448

.277

3.955

98.403

.112

1.597

100.000

Extraction Method: Principal Component Analysis.

a. Only cases for which How often do you change or willing to change your mobile phone? = Once in two years
are used in the analysis phase.

Component Matrixa,b
Component
1
Gender

-.370

.818

.051

Age Group

.867

-.218

.160

Category

.291

.411

.621

Education Level

.416

-.709

.308

Family Annual Income

.671

.557

.211

.353

.064

-.810

-.838

-.323

.339

Price of the mobile that you

own now
Choose the most
appropriate option

Extraction Method: Principal Component Analysis.

a. 3 components extracted.
b. Only cases for which How often do you change or willing to
change your mobile phone? = Once in two years are used in the
analysis phase.

KMO Measure of 0.487<0.05 indicates more sampling is needed.

Cluster Analysis
Initial Cluster Centers
Cluster
1

Education Level

Family Annual Income

Price of the mobile that you

own now

Iteration Historya
Change in Cluster Centers
Iteration

1.514

1.552

.113

.223

.000

.000

a. Convergence achieved due to no or

small change in cluster centers. The
maximum absolute coordinate change for
any center is .000. The current iteration is
3. The minimum distance between initial
centers is 4.583.

Final Cluster Centers

Cluster
1

Education Level

Family Annual Income

Price of the mobile that you

own now

Number of Cases in each

Cluster
Cluster

Valid
Missing

35.000

20.000
55.000
.000

Conclusion
From the analysis it can be concluded that gender, age and other factors like attitude have less
influence in the frequency of changing of mobile. The one factor that shows significant
correlation to the frequency of the changing of mobiles if the price of the mobile phone
currently owned.