In this presentation, I made a market research to determine whether Inar (First Egyptian Tablet) would succeed in the egyptian market or not, in terms of features and market perception and expectations
(team members in alphabetical order)
Ahmed Ali Taha
Dr. Rania Mostafa
The tablet’s manufacturing scheme has been
introduced by the Egyptian Ministry of Military
Production together with the Ministry of
Communications since 2010, and the product
manufacturing process has been the
responsibility of an Egyptian electronics
manufacturer called Katron
The tablet is primarily intended for educational purposes; to be provided to
the Ministry of Education at a subsidized price to encourage its use within
schools and universities. However, the product will also be launched to the
general consumer market in the hope that it would be successful against
The “Inar” tablet is similar to other
competing brands in its specifications: it
weighs 750 grams, and comes equipped
with a 9.7 inch screen, a USB port, and
3G and Wi-Fi support. Moreover, the
device hosts two cameras – one on each
side, and an Android 4.0 operating
system. It also has a built-in memory of
8 GB, extendable up to 32 GB of
additional storage capacity. The battery
can last up to five hours of active
usage, and up to 16 hours on standby.
The tablet sells for 1,555 Egyptian
Pounds, which is about 220 U.S dollars
1-What is the driving force behind the purchase of tablets in the Egyptian
2-What are the consumers’ reactions towards tablets in general?
3-What are the most important features consumers look for in tablets in
4-Are the consumers aware of the Inar tablet, with its characteristics and
5-What are the factors which will influence the purchase decision of Inar?
A-Is the fact that it is locally manufactured an influential factor?
B-Will the price be an important factor in buying it?
C-What is the most important benefit the product is seen to provide?
6-What are the consumers’ reactions towards Inar?
7-Is the price of Inar reasonable compared to its features and specifications?
8-Which brand is the main competitor of Inar?
9-What improvements could make Inar better meet consumer needs and
1-Determine the Egyptian market’s tablet consumption
and purchase behavior
2-Determine the main features Egyptians look for in
3-Determine to what extent consumers are aware of Inar
4-Determine the factors which will influence Inar’s
5-Investigate how consumers will perceive Inar
6-Discover what will consumers primarily use Inar for
7-To know how Inar’s price is perceived relative to its
specifications, as well as competitor prices
8-To discover whether the current political situation will
1-Inar will succeed in the Egyptain market
2-Consumers will buy Inar mainly for Internet browsing
3-Inar will succeed with smaller age segments in urban territories
4-Inar’s price will be the most influential factor in the purchase
5-The operating system of a tablet is not one of the major features that
affect consumer’s purchase decision
we were able to collect data from around 80 respondents across Egypt. The data was collected via an
online questionnaire created on Google Forms, and distributed to the masses through widely used
social media platforms such as Facebook and Google Plus. Our data was collected over the span of 3
days, and thus the research sample can be considered a cross-sectional sample of the overall Egyptian
The types of questions we used within the questionnaire were of a semiqualitative/semi-quantitative nature. Mainly the objective of our research is to
investigate and attempt to measure consumers’ perceptions and expectations
towards Inar, therefore such investigative questions are naturally qualitative by
"Inar" is the first tablet to be manufactured entirely on Egyptian
grounds. This research, carried out by MBA students as part of a
Marketing Research class, aims to investigate the impact Inar will
have on the Egyptian consumer market by measuring consumers'
perceptions and expectations towards the new product.
If you are interested in helping us please do so by answering the
questions below. The research is comprised of 34 questions and
should take about 5 minutes to complete.
We assure you that this research is entirely for educational purposes
and will not be used for any promotional or marketing based
Awareness and Perception
General Altitude towards Inar
Camera quality and GPS device absence won’t effect the success of •
Product must be priced lower than International brands •
It image should be related to a military institution •
Product have a good chance to succeed •