Focus Group Questionaire

Introduction

ABC is an Indian consumer electronics manufacturer. It entered the mobile handset business, and became one of the largest Indian domestic mobile handsets company operating in low cost feature phone segments by 2010. Currently ABC is the largest Indian domestic mobile handset manufacturing company and second by market share in India and 10th Largest Market Vendor in the world. ABC partnered with Cyanogen Inc. to provide cyanogen based smart phone in India under a sub-brand in 2014.

ABC offers mobile handset in the price range from Rs.600 to Rs 18000[1]. Currently it offers 150 variety of handsets which differ in price, performance, display, camera, connectivity, storage, and user interface and battery life. Most of the ABC handsets are powered by Android OS and are smart phones. Their current target consumer are low and medium income group. Currently the company is planning to launch a premium phone to expand its market share.

Management Dilemma

Should ABC Company launch premium mobile handset or not?

Management Problem

The management decision problem is “Should ABC Company enter into premium phone segment or not? If yes what type of product they should offer?” This will include various features of the phone such as price, performance, storage, after sale service and any additional thing that consumer might want.

Research Objectives

• To determine consumer purchase intentions for premium phones.

• To determine the features that consumers are looking in premium phones.

• To determine the perception of ABC company among consumers as a premium phone manufacturer.

• To determine the consumer willingness to buy the product.

Questionnaire Design

From the focus group discussions we came to know about what consumer perceives from a premium phone, its specifications and the perception of ABC Company as a premium phone manufacturer and the willingness of the consumer to buy the phone. In the questionnaire design we want to...