Brand Preference Of CELLULAR PHONE Communication Marketing Essay

Mobile is the fastest way to get has to consumers and using it also offers a significant advantage over other channels in its immediacy in both delivery and redemption , says mark brill

However chief advertising officer at mobile advertising provider, warns that ” makes should actively seek to comprehend consumer preferences for getting mobile offers you and develop creative promotions that actively engage user in content.

Mobile may be the most personal of all channels used generally for communication with friends and family. So its necessary to gain consumers trust that may only be performed by understanding the needs of their particular audience and meeting customer expectations

Mobile Industry Stats

People in UK text message more rather than calling. While 58% of men and women communicated via texts on a daily basis in 2011, only 47% made a daily portable call. ( source : ofcom,2012)

24% of U.K consumers have employed a smartphone to access web sites while shopping , of which 50% accessed retail sites and 48% social press sites. ( supply : edigitalresearch and IMRG survey,2011)

More than 40% of UK merchants expect intend to have a transactional mobile site or software within next year . ( supply : IAB,2010)

48% Of UK Smartphone owners apply their mobiles to browse and study products before a get, with another 16% going to do so later on (source : edigitalresearch,2011)

40% of UK consumers by using a Smartphone while shopping eventually made a order in-store , over the internet or vial mobile ( supply : edigital study and IMRG survey, 2011)

13% of UK consumers have made a buy on the mobiles and 19% have used them to compare prices and look at product reviews while out shopping ( resource : Econsultancy)

4 out of 5 consumers use smartphones to look. (source:comscore 2012)

34% have produced a purchase using their mobile phone compared to 19% in 2011 (source : DC financial insights ,2012)

25% of consumers engage in online shopping simply via mobile ( resource : prosper mobile insights ,2012)

Objectives

To study recognition and attitude of buyers towards cell phones.

Major features which a customer looks for in a mobile before making a purchase.

To find out the buyer satisfaction towards the many mobile phones.

To study the manufacturer preference of the buyer,

To study manufacturer loyalty of buyers i.e to know the brand switching behavior of consumers.

Methodology

Sampling methodology

Sample size-50

Sample unit- students

Sample area- London

Sample technique- convenient sampling

Data collection

Primary data:- The data is collected through questionnaires.

Secondary data:- websites and reports articles

Results and Discussions

Type of Brand

Apple

Blackberry

Nokia

Samsung

others

Number of respondents

14

12

4

16

4

Preference of mobile phones

About 32% of college students chose Samsung as their existing cellular phone, 28% chose Apple as their existing mobile phone brand,

24% of college students have blackberry mobile phones, 8% of students are using nokia and 8% of students use other cellular phone brands.

Type of Feature

Camera

Music

Call

application

Others

Number of Respondents titanic vs lusitania

13

11

4

22

0

About 44% of pupils consider applications as their desired feature, 26% prefer video camera, 22% chose music as a desired feature and 8% chose video recording/voice calls .

Sources

Family/Friends

Brand Name

Advertising

Others

Number of Respondents

18

20

12

0

About 40% of college student consider brands as their influencing issue while investing in a mobile phone.

36% pupils get influenced by family group/ friends while choosing a mobile phone company and 24% receive influenced by advertising.

Preference of Mobile type

Touch

Type

Touch and type

Number of respondents

29

9

12

About 58% of pupils prefer touch screen phones, 24% prefer feel and type phones and 18% prefer keypad/type phones

Factor

Availability essay proofreader

Design

Functionality

Affordability

Number of Respondents

3

18

23

6

About 46% of college students consider functions as the main factor of deciding on a mobile phone brand, 36% chose design and style as their main element of inclination. 12% chose affordability as grounds for choosing a company and 6% consider availability as the main reason for buying the cellular phone of concerned brand.

Willingness to cover the commodity

<200 pounds

200-400 pounds

>400 pounds

Number of respondents

4

20

26

8% of consumers choose the price of the mobile phone less than 200 pounds

40% prefer mobile phone at the purchase price between 200-400 pounds

52% prefer cell phones less than 200 pounds.

Brand switching

Willingness to switch

Non willingness to change

Number of respondents

14

36

72% of students are not willing to switch other brands i.e they are brand faithful, while 28% of pupils are prepared to switch their existing company.

Conclusion

To fulfill the consumers, the producer must plainly understand their wants, attitudes and expectations.

Mobile phone becomes a fundamental element of an individual life ,product modification is occurring constantly so the makers should cater the necessities of customers

When a product was created there are a great number of trade offs and its tough to priorities between them based on the needs and values of an individual.

Recommendation

Mobile phone makers can cater to the needs of clients by taking feedback in regards to a particular cellular phone product or a specific feature of that cellular phone.

They can also improve their after sales program and inform their existing clients about the most recent or upcoming products

The cellular phone manufacture should constantly improve their product style and technology .

Bibliography

www.marketingweek.co.uk/ …is-key-in-mobile…/3033019.article