Mobile Phone Research

Department of Communications and Multimedia Research on Commonest Automobile in Yola Peace Adewunmi Funmilayo An Assignment Submitted to the Department of Communication and Multimedia School of Information Technology and Communications In partial fulfillment of The requirements for the completion of CMD 450 (Advertising Research) Prof. Samuel Tesunbi Course Instructor Yola, State of Adamawa, Nigeria 22nd April, 2013 TABLE OF CONTENT ABSTRACT†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. PURPOSE OF STUDY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ METHOD†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. LITERATURE REVIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. RESULTS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. RECOMMENDATION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. REFERENCE PAGE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. POWER POINT APPENDIX†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. ABSTRACT The research brand preference of mobile phones among AUN students is an independent market research. This study would help in identifying the most preferred mobile brand in the American University of Nigeria (AUN) as well as the most used mobile brand.Using quantitative method, 300 students were selected using convenient sampling, therefore 300 questionnaires were distributed among AUN students, After analyzing the information gotten from the survey Using SPSS Blackberry bold 5,4 Blackberry curve and Blackberry torch mobile phones were the most used and preferred mobile brand in AUN followed by I phone’s 4 and 5 then Samsung S3 and S4. INTRODUCTION A mobile pho ne is a handheld device that can make and receive telephone calls over a radio link while moving around a wide geographic area.Modern mobile phones support a wide variety of other services such as text messaging, MMS, E-mail, short range wireless communications like infrared and Bluetooth, internet access, business applications, gaming and photography. Mobile phones have become an essential part of every person’s life, it is now one of the common means of communication over time, therefore communication has been made easy most businesses have grown exceedingly, a lot jobs are less stressful, family and friends have been able to strengthen their relationship through the use of mobile phones.Using Nigeria as an example, back in late 90’s when mobile phones were not so common brands such as Samsung, Nokia, Bird, Sendo etc, were the only available mobile phones in black and white, as time went on yellow and blue screens came along until years later when camera phones and c olored screens emerged, this has given a lot of people the opportunity to choose from all kinds of brands all over the world.Looking back to the mobile phone brands were available and the mobile brands available know, it is safe to say the next thing on everyone’s mind is what mobile brand to use, the different functions and services mobile phone producers have to offer would determine how and why a person or a group of people would be loyal to a particular mobile phone brand. In this case blackberry PURPOSE AND SIGNIFICANCE The purpose of this study is to identify the most preferred brand of mobile phone used among students of the American University of Nigeria.After analyzing the results gotten from the survey blackberry emerged the most preferred brand of mobile phone among students at AUN. This results would help a start-up business for mobile phones know which brands to stock in this case blackberry, I phones and Samsung phones, having the knowledge of how loyal AUN stud ents are towards a particular brand is also paramount to a phone dealer in cases of phone loss, phone damage and replacement, This study could be used as a point of reference for gathering information about mobile phone preference among students of AUN. LITERATURE REVIEWIn recent times mobile phones have become a part our lives, the introduction of the 1st generation of mobile handsets networks in the early 1980s started a gradual process that has fundamentally changed the way people communicate. Even children from the age of 12 have mobile phones some parents say it is a way of monitoring their children’s activities. Charles Guertler, (2001) said I got my first phone in the seventh grade over the years I have owned a phone, I have noticed my dependence on the device increase. Personally, I cannot see how I would get through my day-to-day life without my cell phone.Over the many years I have owned a phone, I have noticed my dependence on the device increase. I got my first ph one in the seventh grade. It was a simple phone; it did not have any special features. I primarily had it so that I could call my mom if I was staying late after school or if baseball practice ended early and I needed to be picked up. Throughout the years, every new phone I got became more advanced, and I started using it to do more things. I am now on my fifth phone, which is a Blackberry. I use it for everything.Living without a mobile phone is as good as walking corps, because you hardly know what’s happening around you, Alessandra et all. (2009) expressed that mobile culture has evolved, where the phone becomes a key social and cultural tool. Having a mobile phone is like having a license or an I. D card, without it METHOD The independent market research a study on mobile phone preference of only students of the American University of Nigeria, consisted of using a sample size of 300 students Which were selected using convenience sampling , 300 questionnaires were distribu ted among the selected students at different times. 25 questionnaires were handed out and filled on the 5th of April, 2013 in Dorm BB, DD, FF and the cafeteria from 10:00am -6:00pm. 93 questionnaires were filled out on the 6th of April, 2013 at Volpi girls, Volpi boys, cafeteria, Dorm EE and AA from 5:00PM-8:35PM. 82 questionnaires were answered on the 9th of April, 2013 between 6:00pm-9:00pm at Art and science, POH, Dorm DD and EE. The SPSS would be used to interpret the data. RESULT/DISCUSSIONS Gender| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Male| 145| 48. 3| 48. 3| 48. 3| | Female| 155| 51. | 51. 7| 100. 0| | Total| 300| 100. 0| 100. 0| | In table 1, 51. 7% of female answered the questionnaires and 48. 3% of male answered the questionnaires it is obvious that more females answered the questionnaire than the males. Age| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| 16-20 yrs| 137| 45. 7| 45. 7| 45. 7| | 21-24 yrs| 115| 38. 3| 38. 3| 84. 0| | 25-30 yrs| 48| 16. 0| 16. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | | | | | | | In table 2, students were asked to pick their age range and the majority came from the age range of 16-20 years with 45. %, 21-24 years with 38. 3% and lastly 16% from the age range of 25-30years. Household income| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| N150,000-350,000| 24| 8. 0| 8. 0| 8. 0| | Above N350,000-500,000| 58| 19. 3| 19. 3| 27. 3| | Above N500,000-1,000,000| 68| 22. 7| 22. 7| 50. 0| | Above 1,000,000| 150| 50. 0| 50. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | Above is a table that shows the overall household income per month, 50% agreed that their household income per month is above 1 million, 22. % said that their household income is N500, 000-N1, 000,000, 19. 3% said N350, 000-500,000 and 8% agreed that their household income is N150,000-N350,000 therefore a majority of AUN student household earn from N350,000-above N1,000,000 monthly. Level of Education| | Freq uency| Percent| Valid Percent| Cumulative Percent| Valid| Associate Degree| 21| 7. 0| 7. 0| 7. 0| | Bachelors Degree| 85| 28. 3| 28. 3| 35. 3| | Masters Degree| 134| 44. 7| 44. 7| 80. 0| | Doctorate Degree| 60| 20. 0| 20. 0| 100. 0| | Total| 300| 100. 0| 100. 0| |The results above shows the percentage of the breadwinners level of education, ranging from Associate degree to Doctorate degree, the majority of the respondents breadwinners acquired Masters degree with 44. 7%, 28. 3% for breadwinners that have Bachelors degree and leaving those with Doctorate degree at 20% followed by breadwinners that only had Associate degrees with 7%. Mobile brand| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Blackberry| 98| 32. 7| 32. 7| 32. 7| | I phone| 68| 22. 7| 22. 7| 55. 3| | Samsung| 47| 15. 7| 15. 7| 71. 0| | Nokia| 21| 7. 0| 7. 0| 78. 0| | use more than 1| 66| 22. | 22. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | Respondents were asked which of these mobile phones they have ever used 32. 7% of them have used blackberry phones, 22. 7% said they used I phones, some respondents agreed with 22% to have used more than one of the above listed mobile brand, 15. 7% use Samsung and 7% used Nokia. It can be said that majority of the respondents used blackberry phones. No of times they replaced phones| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Once| 110| 36. 7| 36. 7| 36. 7| | Twice| 48| 16. 0| 16. 0| 52. 7| | three times| 57| 19. 0| 19. 0| 71. 7| | four times| 58| 19. | 19. 3| 91. 0| | more than 4 times| 27| 9. 0| 9. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | In other to know how many times their preferred mobile brand was replaced, 36. 7% of the respondents agreed to have replaced their phones once, while 19. 3% said four times,19% said three times, 16 % said twice and 9% agreed to more than four times, this boils down to the fact Majority of respondent have replaced their phones more than twice. Source of knowledge| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| TV ad| 43| 14. 3| 14. 3| 14. 3| | Radio ad| 18| 6. 0| 6. 0| 20. 3| | Newspaper ad| 26| 8. 7| 8. 7| 29. | | Internet banner| 86| 28. 7| 28. 7| 57. 7| | Word of mouth| 64| 21. 3| 21. 3| 79. 0| | more than 1 medium| 63| 21. 0| 21. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | All respondents were asked through which medium they got to hear about their particular mobile brands, majority of them with 28. 7% heard through the internet banner, while 21. 3% through word of mouth and 21% through more than 1 medium of the mediums listed above, 14. 3% for TV, 8. 7% through the newspaper and 6% through Radio. B| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Blackberry| 123| 41. 0| 41. 0| 41. 0| | I phone| 95| 31. | 31. 7| 72. 7| | Samsung| 52| 17. 3| 17. 3| 90. 0| | Nokia| 21| 7. 0| 7. 0| 97. 0| | Sony Ericson| 4| 1. 3| 1. 3| 98. 3| | L. G| 5| 1. 7| 1. 7| 100. 0| | Total| 300| 100. 0| 100. 0| | The table above shows what mobile brand the respondents are using,41% which happens to be the majority use blackberry phones followed by 31. 7% using I phones, 17. 3 % using Samsung and Nokia 7%, L. G with 1. 7% and lastly Sony Ericson with 1. 3%. Reason| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Brand name| 29| 9. 7| 9. 7| 9. 7| | Touch screen| 49| 16. 3| 16. 3| 26. 0| | Voice controls| 13| 4. 3| 4. 3| 30. 3| Dual cameras| 8| 2. 7| 2. 7| 33. 0| | 1,000s of Apps| 17| 5. 7| 5. 7| 38. 7| | Mega pixel camera| 8| 2. 7| 2. 7| 41. 3| | Download files| 21| 7. 0| 7. 0| 48. 3| | checked more than 1 reason| 155| 51. 7| 51. 7| 100. 0| | Total| 300| 100. 0| 100. 0| | Reasons for phone preference were asked and 51. 7% checked more than 1 reason and 16. 3 % agreed they preferred their phone because it has touch screen. Latest mobile| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Touch screen| 45| 15. 0| 15. 0| 15. 0| | Voice controls| 44| 14. 7| 14. 7| 29. 7| | Dual camera| 51| 17. 0| 17. 0| 46. 7| | 1,000s of Apps| 61| 20. | 20. 3| 67. 0| | mega pixel camera| 23| 7. 7| 7. 7| 74. 7| | some and All of the above| 76| 25. 3| 25. 3| 100. 0| | Total| 300| 100. 0| 100. 0| | The table above shows a list of latest mobile facility and respondents were asked which one of them they were aware of 25. 3% picked some or all of the above , 20. 3% agreed to 1000s of application, 17% said dual cameras,15% touch screen, 14. 7% voice controls and 7. 7% said it was because of a mega pixel camera. Gender * Mobile brand Cross tabulation| Count| | Mobile brand| Total| | Blackberry| I phone| Samsung| Nokia| use more than 1| | Gender| Male| 43| 34| 18| 17| 33| 145| Female| 55| 34| 29| 4| 33| 155| Total| 98| 68| 47| 21| 66| 300| 55 females use blackberry while 43 males use blackberry therefore female s use more blackberry than males, in the case of I phone the ratio of both male and female are the same, for Samsung female s use Samsung more than males, males use Nokia more than females. Both male and fe male agree equally in using more than 1 mobile brand. Gender * source of knowledge Cross tabulation| Count| | Source of knowledge| Total| | TV ad| Radio ad| Newspaper ad| Internet banner| Word of mouth| more than 1 medium| | Gender| Male| 25| 9| 12| 52| 13| 34| 145| Female| 18| 9| 14| 34| 51| 29| 155| Total| 43| 18| 26| 86| 64| 63| 300| This table above shows more male heard about their mobile through Television than women, an equal number of males and females heard about their brand through radio, while more females heard about their mobile brand through newspaper than males this is surprising cause it is only natural to think males are more interested in newspaper than females but reverse is the case. 52 males heard about their mobile through the internet banner and 34 for women, a very interesting part of this table shows that 51 females got to now about their mobile brand through word of mouth and only 13 males heard through word of mouth therefore it is safe to say women are li kely to act upon what they hear more than men. More male got to know about their mobile brand through more than 1 of the mediums than females. RECOMMENDATION Mobile phone dealers should concentrating in stocking * Blackberry Z10 * Blackberry bold 4,5 and 6 * Blackberry torch 1, 2 and 3 * Blackberry curve 3 and 6 * Samsung S3 and S4 * A little of Nokia phones especially the touch light brand References