MKT711

SUBMITTED BY:
SONIA TAUHID
MB130200052
MSBA

Conducting Market Research Using Primary Data
Reasons of Popularity of Samsung Smart phones
Assignment No. 3 MKT711

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INTRODUCTION:
In this era of technology smart phones have almost become the necessity of life. In Pakistan
craze of possessing smart phone is increasing due to consistent launching of new models and
version of smart phones. Initially mobile market in Pakistan was dominated by Nokia.
However Samsung has overtaken Nokia and Apple with successive launching of smart
phones and become successful in capturing the major portion of smart phones market in
Pakistan.
In order to collect information for identifying reasons of consistent increase in Samsung
Smartphones popularity in Pakistan a survey has been conducted. Population consists of all
the users of Samsung smart phone live in Pakistan. In this study non-probability sampling
technique has been used. Thus sample constitutes a convenience sampling. The data is
collected through internet survey so apparently sample consists of only those respondents
who have internet access. Total of 29 smart phone users participated in survey. While only
20 respondents of them are Samsung Smartphone users. In this study we are going to
consider filled questionnaire of only Samsung smart phone users. Respondents were assured
that their opinion will be kept confidential while their responses would be coded to ensure
anonymity. Online questionnaire was developed with the help of Google drive. Responses of
questionnaire were immediately recorded automatically in soft copy, which helped to ensure
accuracy. Questionnaire consists of 5 questions based on dichotomous choice and 5 questions
based on likert scale. While some profile information was also required by respondents to
increase understanding such as age and gender. For the sake of data collection questionnaire
were e-mailed to e-mail addresses of participants. While to increase response rate a link of
live questionnaire form was also shared through social website. Data collected was analyzed
through Microsoft Office Excel.
DETAILS ABOUT SAMPLE USED IN RESEARCH:
1. Sample comprised 20 respondents who possess data for research. Sample structure by
age can be mentioned by the 3:2 ratio. It means that sixty percent of respondents who
possess Samsung smart phone belong to age group of 15-25 while forty percent of
sample belongs to age group of 26-36.


60%
40%
Sample Structure by Age
15- 25
26- 36
Age
Groups
Number of
Respondents
Percentage
15-25 12 60%
26-36 8 40%
Total 20 100%
Assignment No. 3 MKT711

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2. Sample structure by gender discloses the ratio distribution of 1:4. It means that Eighty
percent of these 20 respondents who possess data for research is female and only
twenty percent are male.

FINDINGS AND RESULTS:
1. Objective of first question is to explore the intention behind the purchase of Samsung
Smartphone specifically. In other words whether the respondent has purchased
Samsung smart phone to gain higher social status or not. Results shows that seventy
percent of respondents give positive response while remaining thirty percent say they
did not buy it to gain higher social status.


2. Influence of family and friends must also be considered. Before making any purchase
especially items like smart phone usually people asks from other people about their
experience with brand. According to our results 14 out of 20 respondents say that
their decision to buy Samsung smart phone was influenced by advices and
experiences of their friends and family. While according to 6 out of 20 respondents
their decision was not influenced by other people.




20%
80%
Sample Structure by Gender
Male
Female
0
20
Yes
No
14
6
Series1
Gender Number of
Respondents
Percentage
Male 4 20%
Female 16 80%
Total 20 100%
Did you purchase Samsung
Smartphone to gain a higher
social status?

Particulars Number of
Respondents
Yes 14
No 6
Total 20
Assignment No. 3 MKT711

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3. Success of a brand depends upon the satisfaction level that a consumer drives by
using it. In case of smart phone where the battle of gaining maximum market share is
becoming fierce day by day and every manufacturer is continuously trying to provide
iteration with improved features battle of attract. Results of research show that all of
the respondents are satisfied with the features of Samsung smart phone. Apparently it
seems that Samsung smart phone users are satisfies with the features offered by
Samsung such as GPS, dual video calling and recording, Android OS, smart pause,
smart play, smart scroll, Wi-Fi, large display and gesture sensor for air gesture etc.



4. Analysis of responses to the question that do you prefer quality over price shows that
mostly people prefer price over quality. Out of twenty respondents only eight
respondents respond this question in yes while according to remaining twelve
respondents they do not prefer quality over price. Perhaps it is because people like to
change their phone set or smart phone after some period. So they are more concern
about price.

0
20
Yes
No
14
6
Series1
0
10
20
Yes No
20
0
Series1
Your friends or family
influenced your decision to buy
Samsung Smartphone

Particulars
Number of
Respondents
Yes 14
No 6
Total 20

Are you satisfied with the
features of Samsung Smartphone
in general?
Particulars Number of
Respondents
Yes 20
No 0
Total 20
Assignment No. 3 MKT711

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5. Results show that people who are satisfied with features and other services of
Samsung Smartphone also show intention to recommend their family and friends who
do not have Samsung smart phone to buy it.

6. Result shows that six of the twenty respondents are strongly agree with the statement
that brand plays important role in making purchase decision for smart phone. Ten of
the respondents say that they are agree with the statement while two respondents do
not show any concern about agreement or disagreement. However one respondent
show disagreement and one denies the statement robustly. Analysis of result show
that majority of people have favorable attitude toward the brand image.

0
10
20
Yes
No
8
12
Series1
0
10
20
Yes No
20
0
Series1
0
2
4
6
8
10
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Series1 6 10 2 1 1
N
o
.

o
f


R
e
s
p
o
n
d
e
n
t
s

Role of Brand
Do you prefer quality over
price?
Particulars Number of
Respondents
Yes 8
No 12
Total 20
Would you recommend Samsung
smart phone to others?
Particulars Number of
Respondents
Yes 20
No 0
Total 20
Assignment No. 3 MKT711

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7. Result reveals that six respondents say that they are strongly agree with the statement
that I like the design of Samsung smart phone. Ten of the respondents like the
design of Samsung smart phone. While four of the respondent have unbiased feeling
toward the design of Samsung smart phone.

8. Results reveals that majority of respondents have purchased Samsung smart phone
due to its reasonable price. Five of the total respondents show impartial concern for
price while making purchase decision of Samsung smart phone. On the other hand
only three of the respondents replied that they did not consider price while buying
Samsung smart phone rather focused on the features that are suitable for them.

9. According to results five of the total respondents replied that they purchased Samsung
smart phone due to its effective advertisement whereas majority of respondents think
that to some extent advertisement affected their buying behavior. Two of the twenty
respondent think that advertisement neither plays important nor plays unimportant
role rather advertisement has unbiased position. Two of respondent believe
advertisement as unimportant factor to affect their choice of having Samsung smart
0
5
10
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Series1 6 10 4 0 0
N
o
.

o
f

R
e
s
p
o
n
d
e
n
t

Aesthetics
0
1
2
3
4
5
6
7
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Series1 7 5 5 3 0
N
o
.

o
f


R
e
s
p
o
n
d
e
n
t
s

Concern for Price
Assignment No. 3 MKT711

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phone whereas only one respondent believe advertisement is very unimportant in this
regard.

10. Result expose that 65% of total respondents think Android operating system as very
important and five of the twenty respondents think Android OS as somewhat
important. One respondent revealed that has he has unbiased views about role of
Android OS while making purchase of Samsung smart phone. On the other hand only
one respondent feel Android OS as very unimportant element on which base he had
bought Samsung smart phone.

CONCLUSION:
A few years ago, Nokia was considered as market leader on the other hand Apple had also
captured a considerable part of market though it is not selling its smart phone officially in
Pakistan. However, Samsung has become a major player in the market of i- pads and smart
phones.
Results of the following research can be concluded as Samsung has become the number one
brand of smart phone in Pakistan. In our society keeping of devices like i- pads or smart
0
5
10
Very
Important
Somewhat
Important
Indifferent Unimporta
nt
Very
Unimporta
nt
Series1 5 10 2 2 1
N
o
.

o
f

R
e
s
p
o
n
d
e
n
t
s

Role of Advertisement
0
5
10
15
Very
Important
Somewhat
Important
Indifferent Unimporta
nt
Very
Unimporta
nt
Series1 13 5 1 0 1
R
e
s
p
o
n
d
e
n
t
s

Android OS
Assignment No. 3 MKT711

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phone has become a symbol of social status. People have become more brand conscious and
fever of carrying the stylish looking best high technology smart phone is continuously
increasing. Samsung is offering the most sleek and stylish models along with large display.
Unlike cellular phone, smart phone by Samsung enables its user to not only remain in contact
with whole word but it also offers many other features like large display, Android OS, long
battery time, display protected by Gorilla glass 3, high pixel density etc. Samsung has made
its position in the market of cellular phone and smart phone in a very short period. Through
extensive and impressive advertisement Samsung has build up a positive image in the mind
of consumers. People like to purchase and carry its brand. However in this time of economic
crisis, inflation has compelled them to buy that brand which offers maximum features at
affordable price. It is a major reason of the popularity of Samsung smart phone. As Samsung
is adapting market penetration strategy and trying to increase its market share through
aggressive advertisement and lower prices. Samsung is offering numerous features at a very
affordable price. In this way it is targeting all income classes and consumer of all age groups.
In 2012, Samsung introduced Galaxy S3 and in 2013 Galaxy S4, these both brands have
captured the attraction of lot of consumers. As a result, it become able to reduce the profit of
Nokia and Apple and snatched away a big chunk of their market share.
On the other hand one more major reason of Samsung smart phones popularity is its Android
Jelly Bean. As it is most user friendly operating system and it also enables downloading apps
from I-tune, Amazon store and Google store. Through Android OS users can also enjoy a lot
of personalization, entertainment, gaming, socialization and security. In fact Android OS is a
major cause of mounting sales of Samsung smart phone. It is the only brand which is offering
cheapest Android handsets. It makes Samsung maximum seller of smart phone in Pakistan.
That is the reason that users of Samsung Smart phones have become the loyal customer of
Samsung. During the study they show their intention that they would not to switch to any
other brand. Moreover, their satisfaction reached to the level that the entire respondents said
they will recommend it to other people.
LIMITATIONS:
There are also some limitations associated with this research study which are following:
Results of this study cannot be applied to whole population as sample has been
selected by convenience sampling and we all know that convenience samples are not
true representative of population.
Due to the small size of sample, questions also rises on the accuracy of results
because sample consists of only twenty respondents.

Assignment No. 3 MKT711

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APPENDIX



Assignment No. 3 MKT711

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TABLE # 1: DATA TABLE FOR DICHOTOMOUS CHOICE QUESTIONS
Survey ID Q1 Q2 Q3 Q4 Q5
1 2 1 1 2 1
2 1 1 1 2 1
3 1 1 1 1 1
4 2 1 1 2 1
5 1 2 1 1 1
6 1 1 1 2 1
7 2 1 1 2 1
8 1 2 1 2 1
9 1 2 1 2 1
10 2 2 1 1 1
11 1 1 1 2 1
12 2 1 1 1 1
13 1 1 1 2 1
14 1 2 1 2 1
15 1 2 1 2 1
16 1 1 1 1 1
17 2 1 1 1 1
18 1 1 1 2 1
19 1 1 1 1 1
20 1 1 1 1 1

TABLE # 2: DATA TABLE FOR LIKERT SCALE QUESTIONS
Survey ID Q1 Q2 Q3 Q4 Q5
1 2 1 1 2 1
2 1 2 1 2 1
3 1 1 3 2 1
4 4 2 1 2 2
5 2 3 4 4 1
6 1 1 2 2 1
7 2 1 2 2 1
8 1 3 2 1 1
9 1 2 1 1 1
10 3 2 3 2 1
11 2 1 2 1 2
12 3 2 4 3 1
13 5 2 1 4 5
14 2 3 1 5 3
15 1 2 1 1 2
16 2 2 3 3 2
17 2 3 3 1 1
18 2 2 2 2 1
19 2 2 4 2 1
20 2 1 3 2 2
Average 2.05 1.9 2.2 2.2 1.55

Assignment No. 3 MKT711

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Edit this form
Popularity of Samsung Smartphone
Good day! :) I am MSBA student from Virtual University. I am conducting a research to identify the reasons of
increasing popularity of Samsung Smartphones as part of assignment. I assure you that your answers will be
kept confidential and will be used only for academic purposes.
Please read the questions carefully and thank you very much for your time.
* Required
Age *
15-25
26-36
Gender *
Male
Female
Did you purchased Samsung smartphone to gain a higher social status?
Yes
No
Your friends or family influenced your decision to buy Samsung smartphone.
Yes
No
Are you satisfied with the features of Samsung smartphone in general?
Yes
No
Do you prefer quality over price?
Yes
No
Would you recommend Samsung smart phone to others?
Yes
No
Brand plays important role for purchase decision of smartphone:

Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree


I like the design of Samsung smartphone:

Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Assignment No. 3 MKT711

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Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree


Price is my main concern before purchasing a Samsung smartphone:

Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree


What is the role of advertisement to influence your choice of using Samsung
smartphone?

Very
Important
Somewhat
Important
Indifferent Unimportant
Very
Unimportant


What is the importance of customizable operating system (Android) offered by
Samsung smartphone?

Very
Important
Somewhat
Important
Indifferent Unimportant Very Unimportant


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