MELJUN CORTES Buying Nokia Cellphone Thesis

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MELJUN CORTES Buying Nokia Cellphone Thesis

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MELJUN CORTES Buying Nokia Cellphone Thesis

  1. 1. An Analysis on the Extent of Satisfaction in Buying Nokia Cell Phone Products among JRU Graduate School Chinese Student MELJUN CORTES 1
  2. 2. INTRODUCTION The Nokia is experiencing tough competition with other mobile phone manufacturers. Its market share has diminished but still has a strong brand association among consumers especially in Europe and some parts of Asia. This made the researcher study about Nokia and its marketability among JRU Graduate School students. 10/20/13 2
  3. 3. RESEARCH PARADIGM Input I. Profile of the Respondents Name(Optional) Age Gender II. Competitive Strategic Analysis of Nokia cell Phone. Product Price Place Promotion 10/20/13 Process I. Survey (Questionnaire) II.Analysis A Multiple Regression 1. F-Test 2. T-Test III. Presentation of Data IV. Conclusion & Output Extent of Satisfaction on buying Nokia cell phone products 1. Acceptability 2. Awareness 3. Preference 4. Image Recommendation My Presentation 3
  4. 4. STATEMENT OF THE PROBLEM 1. Determine the respondent's profile in terms of the following variables: 1.1 Age 1.2 Gender 2. Make the competitive advantage analyses of Nokia mobile phone in term of Products/Services: a. Quality b. Features c. Reliability 3. Make the competitive advantage analyses of Nokia mobile phone in term of Price: a. List Price b. Discount 10/20/13 4
  5. 5. STATEMENT OF THE PROBLEM 4. Make the competitive advantage analyses of Nokia mobile phone in term of Place (Distribution): a. Strategic location b. Market Coverage 5. Make the competitive advantage analyses of Nokia mobile phone in term of Promotion: a. Advertising b. Sales Promotion c. Telemarketing d. Internet 10/20/13 5
  6. 6. STATEMENT OF THE PROBLEM 6. Determine the extent of satisfaction of the respondents on Nokia in terms of: a. Adaptability b. Awareness c. Preference d. Image 7. Test the hypothesis through regression analysis. 10/20/13 My Presentation 6
  7. 7. Population and Sampling • The respondents or participant of the study are the Chinese students of JRU Graduate School of business. • Since there are only 68 students in the JRU Graduate School, the whole population is considered the size of sample. • Descriptive method was used to describe the nature of a situation, as it exists at the time of the study and explore the causes of particular phenomenon. 10/20/13 My Presentation 7
  8. 8. FINDINGS AND CONCLUSIONS PROBLEM FINDINGS CONCLUSIONS 1. Determine the 1. 47.06% of the 1. Majority of the respondents are aged respondent's respondents can be between 18-25 years old considered young or profile in terms , 35.29% of them are of the following are taking up aged between 26-30 variables: Graduate school years, 17.64% of them 1.1 Age nearly after aged above 30 years old. 1.2 Gender graduation from 2. 61.76% of the college. respondents are male, 2. Most of the 35.29% of the respondents are male respondents who are female. 2.94% of them students enrolled who did not state their during the SY 2012gender. 2013. 10/20/13 8
  9. 9. FINDINGS AND CONCLUSIONS PROBLEM FINDINGS CONCLUSIONS 2. Make the competitive advantage analyses of Nokia mobile phone in term of Products/Services: a. Quality b. Features c. Reliability The respondents assigned the highest weighted mean of 3.49, where the respondents strongly agree to item A which says that “I buy Nokia which I believe have high quality and durability.” For the product, quality has the highest weighted mean followed by feature and the last is the reliability. All of them claim that the respondents agree with the different areas of Nokia under product. 10/20/13 9
  10. 10. FINDINGS AND CONCLUSIONS PROBLEM FINDINGS CONCLUSIONS 3. Make the competitive advantage analyses of Nokia mobile phone in term of Price: a. List Price b. Discount the respondents assigned the higher weighted mean of 3. 60, where the respondents agree to item B which says that “I prefer Nokia since its price is appealing through its strategic discount.” For the price, the higher weighted mean is assigned by the respondents to list price than the discount. Both of which have the same verbal interpretation of that the respondents agree. 10/20/13 10
  11. 11. FINDINGS AND CONCLUSIONS PROBLEM FINDINGS CONCLUSIONS 4. Make the competitive advantage analyses of Nokia mobile phone in term of Place (Distribution): a. Strategic location b. Market Coverage the respondents assigned a weighted mean of 3.44, where the respondents strongly agree to the only item which says that “Nokia is generally available in nearby store.” For the place, strategic location has a higher weighted mean than the market coverage. Both of them have the same verbal interpretation that they strongly agree. 10/20/13 11
  12. 12. FINDINGS AND CONCLUSIONS PROBLEM FINDINGS CONCLUSIONS 5. Make the competitive advantage analyses of Nokia mobile phone in term of Promotion: a. Advertising b. Sales Promotion c. Telemarketing d. Internet the respondents assigned a weighted mean of 3.18, where the respondents agree to the only item which says that “I find ease to find Nokia through telemarketing.” For the promotion, the highest weighted mean is assigned by the respondents to telemarketing, which was followed by sales promotion, third is the internet and the last is advertising. All of the areas under promotion have the same verbal interpretation that the respondents agree. 10/20/13 12
  13. 13. FINDINGS AND CONCLUSIONS PROBLEM FINDINGS CONCLUSIONS 6. Determine the extent of satisfaction of the respondents on Nokia in terms of: a. Adaptability b. Awareness c. Preference d. Image the respondents assigned a weighted mean of 3.29, where the respondents strongly agree to the only item which says that “Nokia puts the right product in the right place, at the right price, at the right time.” The respondents assigned the highest weighted to the area of adaptability that could claim that the respondents have strongly agreed with, next is image, then the preference and the last is awareness. The grand weighted mean for the extent of satisfaction says that the respondents agree. 10/20/13 13
  14. 14. FINDINGS AND CONCLUSIONS PROBLEM 7. Test the hypothesis through regression analysis. 10/20/13 FINDINGS CONCLUSIONS 1. There is a linear statistical relationship that exists between the product variable and at least one of the independent variables. 2. The regression lines for all the variable of product, price, place, and promotion are equal to zero (0) 14
  15. 15. RECOMMENDATIONS •For the Nokia manufacturer They must produce Nokia cellphones that are truly high-end but still sold in a cheaper price. Nokia manufacturer must produce what the consumers need. They should make or include new features such as new games or applications to the cellphones which are not yet seen in its other products or from their competitors’ products. They should create or at may be review their existing product lines so that they will be able to see which are no longer popular among the consumers. 10/20/13 15
  16. 16. RECOMMENDATIONS For the Nokia product sellers and distributors They should sell Nokia products at a competitive level. They should apply different strategies to sell Nokia products to the consumers aside from newspaper or magazines but also to YouTube, Facebook, Tweeter, Renren (Chinese Facebook). They should give some promotions like discounted prices for the students, or maybe old Nokia cellphones swapping, etc. 10/20/13 16
  17. 17. RECOMMENDATIONS • For the Consumers including the students Before buying a cellphone, they must consider the total “package” of the product like checking the labels and specifications. They must remember that Nokia products have their own strengths and weaknesses therefore; they should know that their acceptability is based on individual users. • 10/20/13 My Presentation 17
  18. 18. RECOMMENDATIONS • For the Future Researchers • Conduct a similar study but including more profile variables like years in the Philippines, frequency of buying new cellphone, etc. and may include comparison among different brands of cellphones 10/20/13 My Presentation 18
  19. 19. Thank you very much! Maraming salamat po! 非常感谢 !

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