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Study of Consumer Attitude toward Mobile Phones (Term Project) December 19, 2011 Md. Mesbah Uddin Md. Iftekharul Islam Lalon Karim

Study of Consumer Attitude Toward Mobile Phones

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Mobile phone has become an indispensable part of Bangladeshi's everyday-life. Today mobile phone markets are one of the most turbulent markets due to the increased competition and rapid change of technology. Bangladesh has a big market for mobile handset and the industry is expanding quickly. Currently, 57.93% of total population of Bangladesh uses mobile phones. It is also becoming increasingly important in the growth of GDP of the country, with its benefits such as increased employment and wages. Considering all the potential of mobile handset industry in Bangladesh, the objective of this study was to evaluate the consumer attitude formation toward particular mobile phone brand using the Expectancy-Value model.The Expectancy-Value model was used to study consumer attitudes (judgments, preferences) toward various brands through an attribute evaluation procedure. In this study, four brands of mobile handset were considered and consumer preference for mobile brand was determined. The study involves 30 respondents filling a questionnaire incorporating 24 questions to evaluate overall attitude toward the given four mobile phone brands. From the survey findings, attitude toward Nokia is highest and Motorola is lowest. According to the consumer attitude toward mobile brands, Nokia is the market leader, Sony Ericsson is the market challenger, Samsung is the market follower and Motorola is the market nicher.This study can substantially contribute to the theoretical and managerial understanding of consumer attitudes towards mobile handset in Bangladesh. Despite some limitations of this study, mobile handset vendors could consider this analysis as an informative document about their target group, if it is student. Mobile handset vendors should make sure that their future strategies are not made simply on the basis of cost optimization or speed to market. Mobile handset manufacturers should act quickly to build brand equity, manufacturing efficiency, supply chain efficiency, service and other dimensions of value, which will provide points for future competitive advantage. All brands should maintain their brand quality and also offer some incentive to survive in competitive market.Further study on data collected from different strata of people, considering large sample size, could be the recommendation from this work, to overcome the limitations of this study and for greater external validity of the work.

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Page 1: Study of Consumer Attitude Toward Mobile Phones

Study of Consumer Attitude toward Mobile Phones (Term Project)

December 19, 2011

Md. Mesbah Uddin

Md. Iftekharul Islam

Lalon Karim

Page 2: Study of Consumer Attitude Toward Mobile Phones

Study of Consumer Attitude toward Mobile

Phones

(Term Project)

Prepared For

Professor Dr. Humayun Kabir Chowdhury

Course Instructor

Marketing Management (MKT 501)

Department of Business Administration

East West University, Dhaka

Prepared By

Section-1, Fall 2011

Name of the Group Members ID

Md. Mesbah Uddin 2010-3-95-078

Md. Iftekharul Islam 2010-2-95-047

Lalon Karim 2008-3-95-053

East West University, Bangladesh

December 19, 2011

Page 3: Study of Consumer Attitude Toward Mobile Phones

Letter of Transmittal

December 19, 2011

Dr. Humayun Kabir Chowdhury

Professor & Chairman

Department of Business Administration

Course Instructor- Marketing Management (MKT 501)

East West University, Dhaka

Subject: Submission of project report on “Study of Consumer Attitude toward

Mobile Phones”.

Dear Sir,

Here is the project report on “Study of Consumer Attitude toward Mobile Phones”

as you asked us to prepare for the partial fulfillment of the “Marketing Management”

course. With great pleasure we are submitting this report as an integral part of the

course.

Working for this report has definitely enriched our knowledge about the Marketing

Research, Consumer Buying Process, Development of Competitive Marketing

Strategies and writing project reports, which ultimately strengthened our overall

understanding of Marketing Management.

We are really thankful to you for giving us such a splendid opportunity to present you

the report, which is authentically based on team efforts. We appreciate this kind of

project work by our heart. We tried to gather a collection of information to make our

report specific and coherent, and make the report as reflective as possible. We

appreciate to provide any information or clarification if necessary. Thank you for your

consideration.

Sincerely Yours,

__________________

Md. Mesbah Uddin

2010-3-95-078

__________________

Md. Iftekharul Islam

2010-2-95-047

__________________

Lalon Karim

2008-3-95-053

Page 4: Study of Consumer Attitude Toward Mobile Phones

Acknowledgement

At this opportune moment, at first with the name of Almighty Allah, we are delighted

to offer our heartiest thanks and deep gratitude to our course coordinator Prof. Dr.

Humayun Kabir Chowdhury, Department of Business Administration, East West

University, for his invaluable guidance and continuous encouragement in carrying out

the present project in different stages of work. His constructive advice, appropriate

opinion and suggestion helped us to avoid confusions and inconsistency.

We are also thankful to all the respondents for their spontaneous participation in the

survey and giving their thoughtful observation in answering all the twenty four

questions presented in the questionnaire.

Last but not the least, we are very much grateful to our group members for mutual

understanding and open ended support to complete this project work.

The Authors

December 19, 2011

Page 5: Study of Consumer Attitude Toward Mobile Phones

Executive Summary

Mobile phone has become an indispensable part of Bangladeshi's everyday-life.

Today mobile phone markets are one of the most turbulent markets due to the

increased competition and rapid change of technology. Bangladesh has a big market

for mobile handset and the industry is expanding quickly. Currently, 57.93% of total

population of Bangladesh uses mobile phones. It is also becoming increasingly

important in the growth of GDP of the country, with its benefits such as increased

employment and wages. Considering all the potential of mobile handset industry in

Bangladesh, the objective of this study was to evaluate the consumer attitude

formation toward particular mobile phone brand using the Expectancy-Value model.

The Expectancy-Value model was used to study consumer attitudes (judgments,

preferences) toward various brands through an attribute evaluation procedure. In this

study, four brands of mobile handset were considered and consumer preference for

mobile brand was determined. The study involves 30 respondents filling a

questionnaire incorporating 24 questions to evaluate overall attitude toward the given

four mobile phone brands. From the survey findings, attitude toward Nokia is highest

and Motorola is lowest. According to the consumer attitude toward mobile brands,

Nokia is the market leader, Sony Ericsson is the market challenger, Samsung is the

market follower and Motorola is the market nicher.

This study can substantially contribute to the theoretical and managerial

understanding of consumer attitudes towards mobile handset in Bangladesh. Despite

some limitations of this study, mobile handset vendors could consider this analysis as

an informative document about their target group, if it is student. Mobile handset

vendors should make sure that their future strategies are not made simply on the basis

of cost optimization or speed to market. Mobile handset manufacturers should act

quickly to build brand equity, manufacturing efficiency, supply chain efficiency,

service and other dimensions of value, which will provide points for future

competitive advantage. All brands should maintain their brand quality and also offer

some incentive to survive in competitive market.

Further study on data collected from different strata of people, considering large

sample size, could be the recommendation from this work, to overcome the

limitations of this study and for greater external validity of the work.

Page 6: Study of Consumer Attitude Toward Mobile Phones

Table of Contents

Title Page No.

Letter of Transmittal 3

Acknowledgement 4

Executive Summary 5

Table of Contents 6

Chapter One: Introduction 7-8

Chapter Two: Methodology 9-10

Chapter Three: Results 11-12

Chapter Four: Discussion & Concluding

Remarks

13-17

Chapter Five: Limitations & Future

Research

18

Chapter Six: References 19

Appendix A 20-21

Appendix B 22-25

Page 7: Study of Consumer Attitude Toward Mobile Phones

Chapter One: Introduction

1.1 Background

Mobile phone has become an indispensable part of Bangladeshi's everyday-life and

we never want to leave this device at home while we head for our work. Thanks to the

telecom-revolution and its relentless evolution that together have made it possible

even in developing country like Bangladesh. This is the dominant device that we now

express ourselves through, get our work done and share our pains and pleasures

with[1].

A mobile phone (also known as a cellular phone, cell phone and a hand phone) is a

device which can make and receive telephone calls over a radio link whilst moving

around a wide geographic area[2]. It does so by connecting to a cellular network

provided by a mobile network operator. The calls are to and from the public telephone

network which includes other mobiles and fixed-line phones across the world. By

contrast, a cordless telephone is used only within the short range of a single, private

base station. In addition to telephony, modern mobile phones also support a wide

variety of other services such as text messaging, MMS, email, Internet access, short

range wireless communications (infrared, Bluetooth), business applications, gaming

and photography. Mobile phones that offer these and more general computing

capabilities are referred to as Smartphone.

Mobile phone markets are one of the most turbulent market environments today due

to the increased competition and rapid change of technology[3]. The mobile market is

also becoming increasingly important in developing countries, with benefits such as

increased employment and wages[4]. Bangladesh has a big market for mobile handset

industry and the industry is expanding quickly. The population of Bangladesh is

142,319,000 [5] and the total number of active mobile phone subscribers are

82,442,000 [6], i.e. 57.93% of total population use mobile phones. There are many

mobile handset brands available in Bangladesh e.g. Nokia, Samsung, Sony Ericsson,

Motorola, LG, BenQ Siemens, Alcatel, Panasonic etc and consumers choose their

preferred brand from this pool.

Research suggests that customers go through a five-stage decision-making process in

any purchase [7]. This model (Fig 1.1) is important for anyone making marketing

decisions. It forces the marketer to consider the whole buying process rather than just

the purchase decision. The model implies that customers pass through all stages in

every purchase. However, in more routine purchases, customers often skip or reverse

some of the stages.

Page 8: Study of Consumer Attitude Toward Mobile Phones

The buying process starts with need recognition. At this stage, the buyer recognizes a

problem or need or responds to a marketing stimulus. An “aroused” customer then

needs to decide how much information (if any) is required. If the need is strong and

there is a product or service that meets the need close to hand, then a purchase

decision is likely to be made there and then. If not, then the process of information

search begins.

Fig 1.1: Five-Stage Model of consumer decision-making process

Fig 1.2: Successive sets (of mobile phones) involved in Consumer Decision Making

Through gathering information, the consumer learns about competing brands and their

features[8]. The first box in Figure 1.2 shows the total set of brands available to the

consumer. The individual consumer will come to know only a subset of these brands

(awareness set). Some brands will meet initial buying criteria (consideration set). As

the consumer gathers more information, only a few will remain as strong contenders

(choice set). The consumer makes a final choice from this set. Figure 1.2 makes it

clear that a company must strategize to get its brand into the prospect's awareness set,

consideration set, and choice set.

1.2 Objective

The objective of this study is to evaluate the consumer attitude formation towards

particular mobile phone brand using the Fishbein’s Expectancy-Value model.

Total Set

• Nokia

• Samsung

• Sony Ericsson

• Motorola

• LG

• BenQ Siemens

• Alcatel

• Panasonic

• .

• .

AwarenessSet

• Nokia

• Samsung

• Sony Ericsson

• Motorola

• LG

• BenQ Siemens

• Panasonic

Consideration Set

• Nokia

• Samsung

• Sony Ericsson

• Motorola

• BenQ Siemens

Choice Set

• Nokia

• Samsung

• Sony Ericsson

• Motorola

Decision

• ?

Page 9: Study of Consumer Attitude Toward Mobile Phones

Chapter Two: Methodology

2.1 Fishbein’s Expectancy-Value Model

This study is based on Fishbein’s Expectancy-Value Theory. Expectancy-value theory

was originally created in order to explain and predict individual's attitudes toward

objects and actions. This theory has proved useful in the explanation of social

behaviors, achievement motivation, and work motivation[9].

According to the theory, a person’s attitude toward any object is a function of his

beliefs about the object and the implicit evaluative responses associated with those

beliefs[10]. The central equation of the theory can be expressed as follows:

Where Ao = the attitude toward some object O,

bi = the belief i about O, i.e., the subjective probability that O is related to

attribute i,

ei = the evaluation of attribute i, and

n = the number of beliefs

The consumer arrives at attitudes (judgments, preferences) toward various brands

through an attribute evaluation procedure. He or she develops a set of beliefs about

where each brand stands on each attribute. The expectancy-value model of attitude

formation posits that consumers evaluate products and services by combining their

brand beliefs—the positives and negatives—according to importance[8].

2.2 Sample & Procedure

It is a survey based research for studying the consumer attitude toward mobile handset

brand. Private university students were the target population of the sample and a

sample of 30 students of a leading private university were considered for the

convenience of the study. The questionnaires were distributed among the 30 MBA

students of “Marketing Management” and “Financial Management” course (50:50

Page 10: Study of Consumer Attitude Toward Mobile Phones

ratio) and the distribution of questionnaires within the sample were based on

convenience and judgment of their understanding about the subject matter of the

survey.

This study considered four mobile phone brands e.g. Nokia, Samsung, Motorola and

Sony Ericsson and six attributes, e.g. Brand value/ Quality, Price, Model/Style,

Multimedia options & Memory Capacity, Camera & Video Recorder and Web

Browser, of each brand. The value of belief strength of all the attributes was in a

constant sum scale of one (1.00), which was set by literature review[11, 12] and group

discussion (Table 3.1). For collecting data on consumer evaluation of each brand’s

attribute, a survey was conducted. The study involves 30 respondents filling a

questionnaire incorporating 24 questions as shown in the Appendix A. From these

data, necessary calculations were done following the Fishbein’s theory.

Page 11: Study of Consumer Attitude Toward Mobile Phones

Chapter Three: Results

Belief strength (bi) of all the attributes were considered in a constant sum scale of one

(1.00) and distributed among the six attributes in the following way (Table 3.1).

Table 3.1: Belief Strength (bi) of the Attributes

Attribute Belief Strength (bi)

1. Brand value/ Quality 0.30

2. Price 0.225

3. Multimedia Options and

Memory Capacity

0.20

4. Camera and Video Recorder 0.15

5. Web Browser 0.075

6. Model/Style 0.05

Consumer’s evaluations (ei) on attributes of each brand were collected by

questionnaires (Appendix A & Appendix B) and the average value (Table 3.2) for

each attribute was considered for the calculation of attitude towards the brand.

Table 3.2: Consumer’s evaluation (ei) on attributes (Average value)*

Mobile

Handset

Brand

Attribute

Brand

value /

Quality

Price Multimedia

options &

Memory

Capacity

Camera

& Video

Recorder

Web

Browser

Model /

Style

Nokia 4.53 4.07 4.17 3.83 4.20 3.90

Samsung 3.80 4.00 3.77 3.83 3.53 3.80

Sony

Ericsson

4.07 3.67 3.93 4.17 3.77 4.07

Motorola 3.13 3.53 3.23 3.23 3.30 3.33

* Average value calculation can be found in the Appendix B

Note: Each attribute is rated from 1 to 5; where 5 represent very good and 1 represent very

bad. For price, 5 represent lowest price because consumers prefer a low price to a high price.

Page 12: Study of Consumer Attitude Toward Mobile Phones

Calculation of Attitude:

Fishbein’s equation (2.1) for calculating attitude towards the mobile phone brand:

Attitude towards Nokia Phone,

= 4.19

Attitude towards Samsung Phone,

= 3.82

Attitude towards Sony Ericsson Phone,

= 3.94

Attitude towards Motorola Phone,

= 3.28

From the results it is evident that attitude toward Nokia is highest and Motorola is

lowest. According to the consumer attitude toward mobile brands, Nokia is the market

leader, Sony Ericsson is the market challenger, Samsung is the market follower and

Motorola is the market nicher.

Page 13: Study of Consumer Attitude Toward Mobile Phones

Chapter Four: Discussion & Concluding Remarks

From the Expectancy-Value model it is known that consumer arrives at attitudes

(judgments, preferences) toward various brands through an attribute evaluation

procedure. In this study, four brands of mobile handset were considered and consumer

preference for mobile brand was determined. From the survey findings, attitude

toward Nokia is highest and Motorola is lowest. According to the consumer attitude

toward mobile brands, Nokia is the market leader, Sony Ericsson is the market

challenger, Samsung is the market follower and Motorola is the market nicher.

The average perceived values for each attributes also support the overall attitude

formation toward the brand. The highest weight (30%) was given to “Brand

value/quality” and lowest weight (5%) was given to “Model/style” (Table 3.1). Hence

the highest contribution was by “brand value/quality”, then by “price”, “multimedia

options & memory capacity”, “camera & video recorder” subsequently. The result

indicates that the leader in the “brand value/quality” was also the leader in the overall

attitude toward brand. Now we can suggest strategies for each of brand based on their

market position to maintain or improve competitive market position.

4.1 Strategies for Market Leader (Nokia)

Strength: Nokia is in strong position for attributes e.g. “Brand value/quality”,

“Price”, “Multimedia options & memory capacity” and “Web browser”.

Weakness: Nokia has weakness in attributes e.g. “Model/style” and “camera & video

recorder”.

The market leader can take action like (i) finding ways to expand total market

demand; (ii) protecting its current market share through good defensive and offensive

actions and (iii) trying to increase its market share, even if market size remains

constant.

4.1.1 Expanding the Total Market

The dominant firm normally gains the most when the total market expands. In

general, the market leader should look for new customers or more usage from existing

customers. Nokia can consider any of the two strategies to expand its total market.

New Customers: Every product class has the potential of attracting buyers

who are unaware of the product or who are resisting it because of price or lack

Page 14: Study of Consumer Attitude Toward Mobile Phones

of certain features. Nokia can search for new users among three groups: those

who might use it but do not (market-penetration strategy), those who have

never used it (new-market segment strategy), or those who live elsewhere

(geographical-expansion strategy).

More Usage: Usage can be increased by increasing the level or quantity of

consumption or increasing the frequency of consumption of Nokia mobile

phones. To generate additional usage opportunities, a marketing program can

communicate the appropriateness and advantages of using the brand more

frequently in new or existing situations and/or remind consumers to actually

use the brand as close as possible to those situations.

4.1.2 Defending Market Share

While trying to expand total market size, Nokia must continuously defend its current

business. The most constructive response to defend market is continuous innovation.

Nokia should lead the mobile industry in developing new product and customer

services, distribution effectiveness, and cost cutting.

Position Defense: Nokia should protect its current market position by position

defense; it involves occupying the most desirable market space in the minds of

the consumers, making the brand almost impregnable.

Flank Defense: Although position defense is important, Nokia should also

erect outposts to protect its weakness in attributes e.g. “Model/style” and

“camera & video recorder”. Model/Style is so important to attract the

consumer. According to Freud’s, when a person ready to buy any product they

react not only to their state of their capabilities but also to shape, size, weight,

material and color also. So, Nokia provider should uplift their model/style to

remain leader in consistence. Now-a-days camera and video recorder of

mobile handset get much popularity in young generation, so Nokia should

consider this attribute also.

Preemptive Defense: A more aggressive maneuver is to attack before the

enemy starts its offense. A company can launch a preemptive defense in

several ways. It can wage guerrilla action across the market—hitting one

competitor here, another there— and keep everyone off balance; or it can try

to achieve grand market envelopment. Nokia can consider adding completely

new attributes and features in its upcoming models.

Counteroffensive Defense: Nokia should be ready for any kind of attack by

the competitors. When attacked, Nokia can meet the attacker frontally or hit its

flank or launch a pincer movement.

Page 15: Study of Consumer Attitude Toward Mobile Phones

4.1.3 Expanding Market Share

Nokia can improve their profitability by increasing their market share.

4.2 Strategies for Market Challenger (Sony Ericsson)

Strength: Sony Ericsson is in strong position for attributes e.g. “Brand value/quality”,

“Camera & video recorder” and “Model/style”.

Weakness: Sony Ericsson has weakness in attributes e.g. “Price”, “Multimedia

options & memory capacity” and “Web browser”.

Here we can see that it is difficult for Sony Ericsson to compete with Nokia, because

it has weakness in some important attributes. In such situation, the marketer of Sony

Ericsson could apply the following strategies to stimulate greater interest in Sony

Ericsson:

Redesign the mobile handset. This technique is called real repositioning.

Alter beliefs about the brand. Attempting to alter beliefs about the brand is

called psychological repositioning.

Alter beliefs about competitors' brands. This strategy, called competitive

depositioning, makes sense when buyers mistakenly believe a competitor's

brand has more quality than it actually has.

Alter the importance weights. The marketer could try to persuade buyers to

attach more importance to the attributes in which the brand excels.

Call attention to neglected attributes. The marketer could draw buyers'

attention to neglected attributes.

Shift the buyer's ideals. The marketer could try to persuade buyers to change

their ideal levels for one or more attributes.

4.3 Strategies for Market Follower (Samsung)

Strength: Samsung is in strong position for only in “price”.

Weakness: But it has weakness in all other attributes e.g. “Brand value/quality”,

“Multimedia options & memory capacity”, “Web browser”, “Model/style” and

“camera & video recorder”.

As a follower of the mobile market, Samsung can follow either the Imitator or adapter

strategy.

Imitator: Samsung can copy the attributes from the leader Nokia, in which it

has lacking, but maintains differentiation in terms of packaging, advertising,

Page 16: Study of Consumer Attitude Toward Mobile Phones

pricing, or location. Nokia does not mind the imitator Samsung as long as the

imitator does not attack the leader aggressively.

Adapter: Samsung can follow the strategy of adapt. The adapter takes the

leader's products and adapts or improves them. The adapter may choose to sell

to different markets, but often the adapter grows into the future challenger.

4.4 Strategies for Market Nicher (Motorola)

Strength & Weakness: Motorola has very poor position in terms of every attributes

and overall consumer attitude; average value for attributes ranging from 3.13 to 3.53

while the overall attribute toward Motorola is 3.28. As a result, it is the market nicher.

An alternative to being a follower in a large market is to be a leader in a small market,

or niche. So Motorola can normally avoid competing with larger firms by targeting

small markets of little or no interest to the larger firms. The key idea in successful

nichemanship is specialization. Here are some possible niche roles which can be

adopted by Motorola:

End-user specialist: The firm specializes in serving one type of end-use

customer.

Vertical-level specialist: The firm specializes at some vertical level of the

production-distribution value chain.

Customer-size specialist: The firm concentrates on selling to small, medium-

sized, or large customers. Many nichers specialize in serving small customers

who are neglected by the majors.

Specific-customer specialist: The firm limits its selling to one or a few

customers.

Geographic specialist: The firm sells only in a certain locality, region, or area

of the world.

Product or product-line specialist: The firm carries or produces only one

product line or product.

Product-feature specialist: The firm specializes in producing a certain type of

product or product feature

Job-shop specialist: The firm customizes its products for individual

customers.

Quality-price specialist: The firm operates at the low- or high-quality ends of

the market.

Service specialist: The firm offers one or more services not available from

other firms.

Channel specialist: The firm specializes in serving only one channel of

distribution.

Page 17: Study of Consumer Attitude Toward Mobile Phones

Despite some limitations of this study, mobile handset vendors could consider this

analysis as an informative document about their target group if it is student. Mobile

handset vendors should make sure that their future strategies are not made simply on

the basis of cost optimization or speed to market. Mobile handset manufacturers

should act quickly to build brand equity, manufacturing efficiency, supply chain

efficiency, service and other dimensions of value, which will provide points for future

competitive advantage. All brands should maintain their brand quality and also offer

some incentive to survive in competitive market.

Page 18: Study of Consumer Attitude Toward Mobile Phones

Chapter Five: Limitations & Future Research

This study can substantially contribute to the theoretical and managerial

understanding of consumer attitudes towards mobile handset in Bangladesh. There are

some limitations in this study and thus future research should be conducted to get the

accurate picture of consumer attitudes. The limitations of this study are:

The sample population was private university students, and sample size of the

survey was 30; which does not show the accurate attitude of consumers, even

for all the private university students of Bangladesh.

Only six (6) attributes of mobile handset were considered for questioning;

adding more attributes could have different result.

Most of the respondents rated their perceived values for brands which they

have not yet experienced and they were mostly biased to their current brand

and given random response to the other three brands.

Further study on data collected from different strata of people, considering large

sample size, could be the recommendation from this work, to overcome these

limitations and for greater external validity of the study.

Page 19: Study of Consumer Attitude Toward Mobile Phones

Chapter Fix: References

1. Moon, R.M., S. Fahmi, and S. Mortuza. Mobile telecom industry in

Bangladesh. 2010 [cited 2011 December 3]; Available from:

http://www.weeklyblitz.net/988/mobile-telecom-industry-in-bangladesh.

2. Wikipedia. Mobile phone. 2011 [cited 2011 December 3]; Available from:

http://en.wikipedia.org/wiki/Mobile_phone.

3. Karjaluoto, H., et al., Factors Affecting Consumer Choice of Mobile Phones:

Two Studies from Finland. Journal of Euromarketing, 2005. 14(3): p. 59-82.

4. Chowdhury, H.K., et al., Consumer attitude toward mobile advertising in an

emerging market: An empirical study. International Journal of Mobile

Marketing, 2006. 1(2): p. 33-42.

5. Bangladesh Bureau of Statistics, Population & Housing Census: Preliminary

Results. 2011: Statistics Division, Ministry of Planning, Government of the

People’s Republic of Bangladesh.

6. BTRC. Mobile Phone Subscribers in Bangladesh. [cited 2011 December 3 ];

Available from:

http://www.btrc.gov.bd/newsandevents/mobile_phone_subscribers/mobile_ph

one_subscribers_october_2011.php.

7. tutor2u. Buyer behaviour - The decision-making process [cited 2011

December 3]; Available from:

http://tutor2u.net/business/marketing/buying_decision_process.asp.

8. Kotler, P. and K.L. Keller, Marketing Management. 12 ed. 2006, New Jersey:

Pearson Prentice Hall.

9. University of Twente. Expectancy Value Model. 2010 [cited 2011 December

3]; Available from:

http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Interpersona

l%20Communication%20and%20Relations/Expectancy_Value_Theory.doc/.

10. Fishbein, M. and I. Ajzen, Belief, Attitude, Intention, and Behavior: An

Introduction to Theory and Research. 1975, Reading, MA: Addison-Wesley.

11. Liaogang, H., G. Chongyan, and L. Zi’an, Customer-based Brand Equity and

Improvement Strategy for Mobile Phone Brands: Foreign versus Local in the

Chinese Market. International Management Review, 2007. 3(3): p. 76-83.

12. Siddiqui, F.A. and M.S. Awan, Analysis of Consumer Preference of Mobile

Phones through the use of Conjoint Analysis. Market Forces, 2008. 3(4).

Page 20: Study of Consumer Attitude Toward Mobile Phones

Appendix A

Consumer Survey Questionnaire This questionnaire is prepared for collecting data, on consumer’s value assignment to each

attribute of a particular mobile handset brand, for calculating the attitude formation towards

particular brand. This project is assigned for the partial fulfillment of “Marketing Management” course.

Instruction: Please give your ratings*, for all the given attributes of four Mobile Phone

brands, by circling ONLY ONE number for each attribute.

Name of Respondent:………………………………………………………………………….

Address:………………………………………………………………………………………

*Rating Scale

Very Good Somewhat Good Neither Good

nor Bad

Somewhat Bad Very Bad

5 4 3 2 1

A. Questions for Nokia Mobile Phone Very

Good

Somewhat

Good

Neither

Good

Nor Bad

Somewhat

Bad

Very

Bad

1. How you will rate the “Brand value/

Quality” of Nokia Mobile Phone?

5 4 3 2 1

2. How you will rate the “Price” of

Nokia Mobile Phone?

5 4 3 2 1

3. How you will rate the “Model/Style”

of Nokia Mobile Phone?

5 4 3 2 1

4. How you will rate the “Multimedia

Options and Memory Capacity” of

Nokia Mobile Phone

5 4 3 2 1

5. How you will rate the “Camera and

Video Recorder” of Nokia Mobile

Phone

5 4 3 2 1

6. How you will rate the “Web Browser”

of Nokia Mobile Phone

5 4 3 2 1

B. Questions for Samsung Mobile

Phone

Very

Good

Somewhat

Good

Neither

Good Nor

Bad

Somewhat

Bad

Very

Bad

7. How you will rate the “Brand value/

Quality” of Samsung Mobile Phone?

5 4 3 2 1

8. How you will rate the “Price” of

Samsung Mobile Phone?

5 4 3 2 1

9. How you will rate the “Model/Style”

of Samsung Mobile Phone?

5 4 3 2 1

10. How you will rate the “Multimedia

Options and Memory Capacity” of

Samsung Mobile Phone

5 4 3 2 1

11. How you will rate the “Camera and

Video Recorder” of Samsung Mobile

Phone

5 4 3 2 1

12. How you will rate the “Web Browser”

of Samsung Mobile Phone

5 4 3 2 1

Page 21: Study of Consumer Attitude Toward Mobile Phones

C. Questions for Sony Ericsson Mobile

Phone

Very

Good

Somewhat

Good

Neither

Good

Nor Bad

Somewhat

Bad

Very

Bad

13. How you will rate the “Brand value/

Quality” of Sony Ericsson Mobile

Phone?

5 4 3 2 1

14. How you will rate the “Price” of Sony

Ericsson Mobile Phone?

5 4 3 2 1

15. How you will rate the “Model/Style” of

Sony Ericsson Mobile Phone?

5 4 3 2 1

16. How you will rate the “Multimedia

Options and Memory Capacity” of

Sony Ericsson Mobile Phone

5 4 3 2 1

17. How you will rate the “Camera and

Video Recorder” of Sony Ericsson

Mobile Phone

5 4 3 2 1

18. How you will rate the “Web Browser”

of Sony Ericsson Mobile Phone

5 4 3 2 1

D. Questions for Motorola Mobile

Phone

Very

Good

Somewhat

Good

Neither

Good

Nor Bad

Somewhat

Bad

Very

Bad

19. How you will rate the “Brand value/

Quality” of Motorola Mobile Phone?

5 4 3 2 1

20. How you will rate the “Price” of

Motorola Mobile Phone?

5 4 3 2 1

21. How you will rate the “Model/Style” of

Motorola Mobile Phone?

5 4 3 2 1

22. How you will rate the “Multimedia

Options and Memory Capacity” of

Motorola Mobile Phone

5 4 3 2 1

23. How you will rate the “Camera and

Video Recorder” of Motorola Mobile

Phone

5 4 3 2 1

24. How you will rate the “Web Browser”

of Motorola Mobile Phone

5 4 3 2 1

Page 22: Study of Consumer Attitude Toward Mobile Phones

Appendix B

Appendix B (i): Consumer’s perceived value (ei) on attributes of Nokia

Respondent

No.

Brand

Value/Quality

Price Multimedia

options &

Memory

capacity

Camera

& Video

Recorder

Web

Browser

Model/Style

1 5 4 4 2 5 3

2 5 4 5 5 5 5

3 5 5 4 3 3 4

4 3 2 4 3 2 4

5 5 4 5 5 5 5

6 5 4 4 4 4 3

7 5 4 4 3 5 4

8 5 4 5 4 5 4

9 5 5 5 5 5 4

10 5 3 4 4 4 4

11 5 5 4 4 5 4

12 4 3 4 4 5 4

13 4 3 3 3 4 3

14 5 4 4 3 5 4

15 4 4 4 4 3 3

16 3 4 3 3 3 3

17 5 5 5 4 4 4

18 4 3 4 4 5 3

19 4 5 3 4 3 4

20 4 3 2 3 4 4

21 4 4 4 4 4 3

22 5 4 4 4 4 5

23 5 5 5 5 5 5

24 5 4 5 4 3 4

25 5 5 4 4 5 4

26 5 4 5 4 4 4

27 4 5 5 3 5 4

28 3 5 4 5 4 4

29 5 4 4 5 5 4

30 5 4 5 3 3 4

Average 4.53 4.07 4.17 3.83 4.2 3.90

Page 23: Study of Consumer Attitude Toward Mobile Phones

Appendix B (ii): Consumer’s perceived value (ei) on attributes of Samsung

Respondent

No.

Brand

Value/Quality Price

Multimedia

options &

Memory

capacity

Camera

& Video

Recorder

Web

Browser Model/Style

1 4 5 2 3 3 3

2 3 4 4 3 2 3

3 4 5 4 4 4 4

4 5 4 3 4 4 4

5 4 5 4 4 4 5

6 4 4 2 3 2 3

7 4 5 4 3 4 5

8 4 5 4 4 4 5

9 4 4 4 3 3 3

10 4 3 4 4 3 4

11 5 3 4 5 4 3

12 4 4 4 5 4 4

13 3 3 4 3 3 2

14 4 5 3 5 4 3

15 3 4 3 4 3 4

16 3 3 3 3 3 4

17 5 5 5 5 5 5

18 3 3 4 4 3 4

19 2 3 3 2 3 2

20 3 4 4 3 3 4

21 3 4 4 3 3 4

22 4 3 4 4 3 3

23 5 5 5 4 4 4

24 4 4 3 4 4 4

25 4 3 4 5 3 3

26 4 4 5 5 5 4

27 3 5 3 3 3 4

28 4 3 4 3 4 5

29 5 4 4 5 5 4

30 3 4 5 5 4 5

Average 3.8 4 3.77 3.83 3.53 3.8

Page 24: Study of Consumer Attitude Toward Mobile Phones

Appendix B (iii): Consumer’s perceived value (ei) on attributes of Sony Ericsson

Respondent

No.

Brand

Value/Quality Price

Multimedia

options &

Memory

capacity

Camera

& Video

Recorder

Web

Browser Model/Style

1 4 2 3 5 4 3

2 4 4 4 5 4 4

3 3 4 3 3 3 3

4 4 3 3 5 4 4

5 4 5 4 4 4 4

6 5 4 4 4 3 4

7 4 4 4 4 4 5

8 5 3 4 3 4 2

9 4 2 4 4 4 5

10 4 4 4 4 4 4

11 4 4 3 3 2 4

12 4 4 4 4 3 4

13 4 4 5 5 3 4

14 4 4 5 5 4 5

15 4 3 3 4 3 5

16 4 4 3 4 4 4

17 5 5 4 5 4 4

18 3 3 4 3 4 3

19 5 4 5 5 4 4

20 4 3 4 3 3 4

21 3 3 4 5 4 4

22 3 3 3 3 3 3

23 4 4 4 5 4 4

24 4 4 4 4 4 5

25 5 3 4 4 3 5

26 4 4 4 3 4 3

27 5 4 5 5 5 5

28 5 4 4 5 5 5

29 4 4 4 4 4 4

30 3 4 5 5 5 5

Average 4.07 3.67 3.93 4.17 3.77 4.07

Page 25: Study of Consumer Attitude Toward Mobile Phones

Appendix B (iv): Consumer’s perceived value (ei) on attributes of Motorola

Respondent

No.

Brand

Value/Quality Price

Multimedia

options &

Memory

capacity

Camera

& Video

Recorder

Web

Browser Model/Style

1 2 3 3 2 3 3

2 2 3 3 4 3 3

3 4 4 4 4 4 5

4 5 5 4 4 4 4

5 4 4 3 3 3 4

6 3 4 2 2 3 2

7 3 4 2 2 3 3

8 3 4 4 3 3 3

9 2 3 3 3 4 3

10 2 5 3 4 3 4

11 3 3 3 3 2 2

12 3 4 4 3 3 3

13 2 2 3 2 3 2

14 4 3 2 5 2 4

15 3 4 4 3 3 3

16 3 4 3 3 3 3

17 4 5 4 5 5 4

18 3 3 3 3 3 4

19 3 4 3 3 4 3

20 4 4 3 3 4 3

21 4 3 4 3 4 4

22 3 3 3 3 3 3

23 3 4 3 4 3 3

24 3 4 3 4 4 3

25 3 3 3 3 3 3

26 3 4 3 4 4 4

27 4 3 4 3 3 5

28 3 2 4 3 2 3

29 3 3 3 3 4 4

30 3 2 4 3 4 3

Average 3.13 3.53 3.23 3.23 3.30 3.33