Consumer Choice of Mobile Phone Set: a Practical Study

Consumer Choice of Mobile Phone Set: A Practical Study

TABLE OF CONTENTS

Contents Page

Executive Summary iv

1.0 INTRODUCTION 5

1.1 Origin of the Report 5

1.2 Objectives of the Study 6

1.3 Methodology 6

1.4 Limitations of the Study 6

2.0 RELATIVE CONSTRUCTS OF THE STUDY 7

3.0 OBJECTIVES AND RESEARCH QUESTIONS 10

4.0 HYPOTHESIS OF THE STUDY 11

4.1 Influence of Quality 11

4.2 Influence of Brand Image 11

4.3 Influence of Fashion 12

4.4 Influence of Availability 12

4.5 Influence of Price 12

5.0 RESEARCH METHODOLOGY 13

5.1 Presets 13

5.2 Sample 13

5.3 Data Collection Method and Procedure 15

5.4 Measurement of the Variables 16

6.0 RESULTS 17

7.0 DISCUSSION 19

8.0 CONCLUSION 21

9.0 LIMITATION AND FUTURE RESEARCH 22

APPENDIX

A. Internal Consistency Test 23

B. R2 values 28

C. Regression Analysis 29

D. References 30

E. Sample Questionnaire 31

ACKNOWLEDGMENT

The Marketing Research paper, Consumer Choice of Mobile Phone Set: A Practical Study is the most important addition to the practical application of theoretical knowledge and experience on real research aspects of Marketing. This is a learning experience and will certainly help us in future.

We were provided adequate support, information and necessary guidelines and advices while formulating this paper. We also extend our acknowledgement to all those, who helped us by answering our queries pertinent to the data collection of our report.

A special debt is due to our instructor Dr. Md. Humayun Kabir Chowdhury, our respected faculty for the valuable guidance in the preparation of this report. We have been greatly benefited from his valuable guidance in the process of understanding and preparing this report.

Without his active...