A Study on Brand Preference of Mobile

Phone Users among SDC Students

A Research proposal
Submitted to:
Prabhat Upreti

Masters of Business Management (MBM)

Shanker Dev, campus.
Submitted By:
Vaskar Jung karki
MBM (015)

Introduction
Mobile phone is a smart communication media. It is not a one-way communication like pager.
Cellular communication basically gives the power of an advanced telephone system card.
Cellular communication works like the radio set which is normally used. The handset or Mobile
phone is in fact an own private radio transmitter and receiver, very similar to the walkie-talkies
used by Police and Security Personnel. The key difference is that a cellular phone network is
connected to the fixed line or conventional telephone system allowing additional access to the
telephone world.
Mobile Phone can be used to make and receive STD and ISD calls. Now e-mailing message is
also possible. Some cellular phones have the capacity to send and receive faxes and data when
attached to a personal computer. The sole purpose of branding is to distinguish the branded
product from those of the competitors. A well-promoted brand name, which has earned
reputation in the market, is very difficult to compete with. Branding describes the establishing of
brand name, make and trade names for a product.

Statement of the problem

A lot of brands of Mobile phones are available in the market. But the consumers prefer a
particular brand of Mobile phone. In the modern business world, due to the development of
science and technology, many new brands have been introduced in the market every year.

Objectives of the study

The important objectives of this study are:
1.
2.
3.
4.

To study the origin and growth of Mobile Phone industry.

To study the importance of branding and its influence on consumers buying behavior.
To study the awareness and attitude of consumers towards Mobile Phone.
To study the factors influencing the brand preference of Mobile phones.

Theoretical framework
The theoretical framework is based on the theoretical framework of this research study. It defines
how the models in this research study are related to each other and gives a birdeye view of the
frame work which the conceptual model is based on. The comprehensive literature research and
the research methods lead to a theoretical framework research about brand knowledge. The
various concepts used in this research like brand equity measures loyalty, awareness, association,
perceived quality are all used in the questionnaire. While the Brand identity measures
personality, physique, relationship, culture. The measurement of the various aspects of brand
identity and brand equity asses how each contributes to brand building. The brand identity and
brand equity models are link together by brand building model.

Fig: A Theoretical framework of Brand Preference.

Hypothesis formulation:
Null Hypothesis: Brand preferences are met by mobile users regarding brand identity and brand
equity.
Alternative Hypothesis: Brand preference are not being met by users regarding brand identity
and brand equity.

Literature review
This chapter describes the steps that were taken to collect data for this research study and also
the reason for choosing the methods adopted in this research and the relevancy of each of the
methods employed in this research study. It also mentions the sample size, the demography of
the respondent, the validity and the reliability of this study. The population study was chosen to
be Shaker Dev Campus students, and the sample size was 50 students. The structured
questionnaire were admitted to all program students of Shanker Dev Campus, The following
steps were taken to conduct this research study: First, was deciding on the topic and area of
interest and since brands in the Smartphone industry was a common area of interest, it was
chosen. Second was establishing the information research string. The research string was
formulated to be Building brand equity, personality, identity in Smartphone, which was used in
searching and obtaining secondary data from different databases such Google scholar, Google
Books, Uppsatz.se and resources, such as, article, journal, and books barrowed from the Shaker
Dev Campus library and website documents were used as well. The literature review concerning
the string was conducted. The concepts were Chosen and Conceptual Framework, the concepts
that were chosen are brand equity and identity. Later the questionnaire and the methodology
were designed to reflect the concepts used in this research. After that, the primary data obtained
from the questionnaire was gathered and analyzed using the empirical data. Finally the
conclusion was drawn from the analysis and recommendation given.
The sample technique employed in this research is a nonprobability sample method given that
questionnaire was distributed randomly, which gives a fair representation of the study
population.

Methodology
The following chapter discusses and validates the choice of methodology used in the thesis,
which has guided us in how we should approach the subject, as well as how we should collect
and process the required information. It includes choice of subject, research approach, data
collection, value of study, and revision of the chosen methodology.

Types of Research
When conducting this research, both qualitative and quantitative method will be used. The
qualitative method involves the gathering of a lot of information from few examination units
through interviews and observations, while the quantitative method entails that collects little
information from many investigation units through, for instance questionnaires. We will begin
our research with describing different concepts, such as consumer preference, advertisement and
thereafter moved towards concrete empirical evidence that involves studying the extent in which
different international and local factors influence consumer preferences. Finally, we will analyze
the findings in relation to theory. As a result, a deductive approach will be applied, which implies
that the researcher begins with a theoretical or applied research problem and ends with
empirical measurement and data analysis.

Sources of Data
The data for analysis were collected from both primary and secondary sources.
Primary Data collected from the Questionnaire with the respondents as our main source of data
collection (primary data).
Secondary Data collected from Book, Journal and various Internet sites such as Google.com,
Motorola.com

Questionnaire Design
The questionnaire is design to translate information needed into set of specific question. In this
research information regarding brand identity, brand awareness, brand association, brand
personality, perceived qualities are translated into simple questions to obtain respondents view
on the above concept. The questionnaire consists of basic information of students, single
response question, multiple response questions as well as likert scaling is also used.

Sample Design
The sample to investigate in order to reach our purpose will be Shanker Dev students; and thus
combination of quota sampling and convenience sampling will be used. Quota sampling implies
that a researcher can choose to have a specified proportion of the investigated elements in the
study. About 50 samples will be collected to carry out this research.

Field management and data collection

All the data will be collected from the students of Shankar Dev College in between the college
hours and all the personal information about the respondents will be kept confidential. A
individual question is given to the respondents to fill on the basis of their information and
perception.

Data management and analysis

Excel as well as SPSS will be used to manage and analyze the data. Coding, editing and data
cleaning will also be carried out using SPSS and Excel. Different statistical analysis technique
such as: Frequency analysis, Percentage analysis presenting in charts and tables, measures of
central value, Dispersion and cross tabulation, Correlation and Chi-square test will be computed.

Reporting the result

After computing the data collection, organization, management and analysis, draft will be
submitted and after getting the feedback final copy will be submitted.