Proposal – 2500 words – Mobile Phone Brands

Factors affecting Young People’s choice of Mobile Phone Brands in the UK

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Project Proposal Submitted to (Your School) in partial fulfilment of the Requirements for (Your Course)

Abstract

Markets for mobile phones remain one of the tumultuous market environments currently because of escalated rivalry and fast-paced technology. Therefore, it’s of mounting concern to consider young people purchasing behaviour process and shed light on issues which ultimately decide their choices between dissimilar phone models. Therefore, this research paper analyses young people’s choice of mobile phone marketplace thus evaluating dynamics which affect intent of acquiring novel mobile phones. In this study a sequence of focus group surveys with 80 university students will be conducted. This multi-methodological approach will be used to ascertain the factors affecting young people’s choice of mobile phone models or brands in UK.

Table of Contents

Abstract………………………………………………………………………………………………………………..2

1. Introduction……………………………………………………………………………………………………..4
   1. Background……………………………………………………………………………………………….4
   2. Research Objective…………………………………………………………………………………….4
   3. Research Question……………………………………………………………………………………..5
   4. Hypothesis………………………………………………………………………………………………..5
   5. Research Significance…………………………………………………………………………………6
2. Literature Review……………………………………………………………………………………………..7
3. Research Design and Methodology…………………………………………………………………..10
   1. Research Design……………………………………………………………………………………….10
   2. Data Collection Methods…………………………………………………………………………..11
      1. Surveys………………………………………………………………………………………..115.0 Conclusion…………………………………………………………………………………………………….13References………………………………………………………………………………………………………….14   1.1       Background 1.2       Research Objective1.3       Research Question What factors influence young people’s choice of cell phone brands in UK?
      2. The fundamental question will be evaluated further by examining numerous clear-cut questions which will help in widening the subject study scope. The following explicit questions will thus be examined:
      3. The focus of this study will be on analysing factors affecting the young people’s choice of mobile phone brands. In so doing, the following vital question will be used as a guideline to study:
      4. The core purpose, objective or aim of this study is to assess factors influencing young people’s choice of cell phone brands in UK. This shall be achieved by looking at young people’s choice making process plus shedding light on the issues or which ultimately decide their choices between dissimilar phone models. Although young consumer motive behind mobile phone purchase is something an individual can refer to as generic knowledge, quite petite is recognized on the acquisition process. In order to arrive at the set objective successful, a pivotal question will be adopted by the study as a guideline to the analysis.
      5. Even though cell phones have increasingly turn into an integral part and parcel of delicate communication worldwide during the past decade, consumer study has dedicated less focus to young people’s motive and choices of dissimilar mobile phone brands. There are a number of multifaceted, complex or compound factors which require to be put into contemplation when analysing the mobile or cell phone acquisition among the youth (Malhorta, 2002). These factors comprise microeconomic and macroeconomic conditions which influence the fruition of cell phone marketplace in most cases and young people’s motives plus choice making above all. What’s more, it’s imperative to differentiate between change aspect meaning factors which influence change and young people buying behave our meaning the choice of between dissimilar mobile phone brands or models (Drucker, 2004). That said, as mobile phone marketplace is a distinctive technology driven marketplace, in which mobile phone models or brands are produced prior to the identification of available consumer requirements, mobile phone progress is founded on consumer’s probable needs, and therefore firms which best guess the future services and novelties will be crowned the heads in the field (Fitzsimons, Chartrand and Tavassoli, 2002). This paper evaluates factors affecting young people’s choice of mobile phone brands in UK.
      6. 1.0       Introduction
      10. 6.0 Time Schedule……………………………………………………………………………………………….13
      11. 4.0 Reflection………………………………………………………………………………………………………12

• Do young people engage in profound research prior to making the real choice of buying a cell phone?
• Do youthful people’s choice of mobile phone approached by using dissimilar mobile phone brands or models?
• Does price play a major role in determining young people’s choice of mobile phone brand?

1.4       Hypothesis

This research paper is solely based on the following hypothesis;

• H1: Demographic factors encompass an authority on the analysis of dissimilar elements associated with mobile phone selection in young people. Particularly, social class and gender affect analysis of the key elements, as young men of elite class appear to be more technological inclined when choosing a mobile phone.

• H2: Novel technological features escalate young purchaser eagerness to purchase innovative mobile phone brands.
• H3a: When deciding between dissimilar cell phone brands, young people opt for outsized screen.
• H3b: When deciding between dissimilar cell phone brands, young people prefer familiar models.
• H4: Youthful consumers prefer personal time planning attributes like calendars in the selection of novel phone brands.

1.5       Research Significance

Players in communication industry have struggled in the recent years, not just because of elevated prices firms pay for operating licenses but because of the worldwide economic turmoil as well (Malhorta, 2002). Even though, the mobile phone marketplace is escalating by 5% to 10% annually and operator subscribers surging, an average income per subscriber is lessening and price competition is becoming more and more intense. Today, UK is facing a noteworthy swing from 2G) to 3G cell phone brands. The major force behind the shift from 2G to 3G cell phones is the youthful customers yearning for novel technology and modernization (Nagel, 2003). By analysing the factors affecting youthful consumer’s choice of mobile phone brands in UK, the research will be able to identify numerous drawbacks experienced by telecommunication sector in meeting the demands of young people. Furthermore, by examining the young people’s motives and choices of dissimilar mobile phone brands, this research will also propose thoughtful reviews and further studies which will be of a significant assistance to numerous players in the telecommunication sector.

2.0       Literature Review

According to Gartner Dataquest (2004), customer selection or preference behaviour may be analysed via conventional five-step, setback solving concept or via the succession of customer preference from a model to product preference. The classical 5approach is typically appropriate for choice making which supposes logical solving behaviour problems and, generally multifaceted decision making (Chernev, 2003). The possession of a novel cell phone by young people tags along this conventional perspective of purchasing course though is in a number of scenarios as well influenced by symbolic values associated with brands. Fitzsimons, Chartrand and Tavassoli (2002); Gartner Dataquest (2004) assert that consumer choice demeanour has some significant established conditions which ought to be considered whilst studying choice. In view of the traditional purchasing behaviour setbacks, consumers take part in facts explore prior to coming up with real decision (Benady, 2002). Young people assessment process is normally led by predetermined partialities for a certain option. This implies that young people are expected to selection between options depending on restricted facts explore action, and with no thorough analysis of the alternatives (Fitzsimons, Chartrand and Tavassoli, 2002).

Previous research on young people’s choice of cell phone is meagre. Though, numerous scholars have researched on cell phone utilization and clasped the customer choice making process. To commence with, in 2006, Riquelme evaluated the knowledge young people encompass when deciding between dissimilar cell phone models. The research concentrated on a number of essential attributes associated with mobile phones, including:

• Mobile phone properties
• Access cost
• Call rates
• Mobile to mobile phone rates
• Free calls, and
• Connection fee

The research outcome indicated that young people containing previous information regarding a service or product may envisage their preferences quite well, but participants in the study tended to overvalue the significance of phone features, call rates, and free calls and underestimate significance of a monthly fee and mobile to mobile phone rates. What’s more, Wilska (2003) and Solomon (2007) avow that mobile phone choice and usage among the youth has as well been ascertained to be associated with prior consumption styles. In his survey of young individuals aged between sixteen and twenty, it was established that cell phone choice and in particular is steady with individuals’ generic utilization styles. The study further indicated that enthusiastic utilization was frequent among young ladies, and this was mainly linked to stylish and impetuous utilization styles. However young men were established to yearn for novelties in choosing a mobile phone. The research concluded therefore that genders are more and more becoming identical in decision making regarding mobile phone selection.

Furthermore, an additional noteworthy facet which has emerged from dissimilar researches is that young people buy latest phone brands due to the integration of novel properties like enhanced memory, default camera, extra innovated short message services or colour displays. These new mobile phone properties influence young people’s decision to purchasing new-fangled brands (In-Stat, 2002; O’ Keefe, 2004; Liu, 2002). Additionally, it appears that brand and size play to some point play a crucial task in choice making. For instance, Liu (2002) conducted a survey on young cell phone users in Asian, and ascertained that cell phone size contained insignificant effect on the choice of phone, though his result might be because all rival models comprise relatively identical sized cell phones which are diminutive enough. Liu (2002) further maintains that, the focus of young people is never on the cell phone size, but rather on the phones with excellent ability and larger screens.

Whilst telecommunication firms are promoting novel brands and products which never subsist, it’s in accordance with paper indications, signals or gestures to the marketplace that firms are at the avant-garde of novelty and indicate what may exist next at the marketplace. With such trends in marketing, the sales of phone models to young people may be motivated by proxy instead of espousal. Therefore, it’s supposed that the brand and size are associated with cell phone selection at some point among young consumers (In-Stat, 2002; O’ Keefe, 2004; Liu, 2002). Moreover, according to research conducted by Jones (2002), youthful consumers prefer stylish phone features which improve individual planning of time. These towering features comprise e-mail and calendar services. It’s fascinating to note that the so called ‘indispensable’ features like, gambling or gaming are never taken that essential when evaluation a stylish mobile phone. Nevertheless, there is no adequate hold up for this particular argument. Conversely, whilst harmonization of e-mail and calendars features to a computer has ensued fast and easy, the significance of planning personal time cell phone choice turns out increasingly imperative.

• MethodologyThe early phase of this research paper will mainly entail an insightful research of the contemporary applicable issues in an endeavour to wholly understand and identify the vital goals and scope of research paper. A number of quantitative, qualitative and multiple research methods will be evaluated for utilization though qualitative structured surveys will be espoused for the initial or first stage. In the subsequent stage of this research, multiple research methods will be employed where questionnaires will be distributed among the four groups identified in the first stage. According to Salgae et al (2005), a research design comprises dissimilar structures or outlines that are utilized for data compilation and interpretation. Researches conducted by Kerzner (2004) ascertained that qualitative research method is the preeminent for a research whose sole purpose is to illustrate a circumstance, problem, phenomenon, or event. He alleges that because the qualitative method is flexible and unstructured it generates a subjective environment appropriate for such research. Kerzner (2004) further accentuates that qualitative research via surveys, even when informed theoretically, is the least inclined type of study. This research paper thus uses a multiple methodological approach through an amalgamation of structured survey questions and questionnaires to gather pertinent information.  3.2   Data CollectionIn at the stage of data collection, young consumers’ choices regarding mobile phone brands will be examined in a focus group scenario. This approach will be preferred due to the unsullied phenomenon nature and to operate as a set off to second stage. According to Swait and Adamowicz (2004), focus groups generate research information which is normally inclined by other respondents but as well offer substantial information supported by group interface, and provide inputs which are not accessible with other surveying approaches. That said, a sum of 4 focus group structured surveys will be carried out among university students in United Kingdom. The number of respondent in each group will be eight, and most of the students to be surveyed will be aged between 18 and 25 years. This implies that the sum of respondents within every focus group will be within the standard stipulated sum of between eight and twelve supposed in any literature of marketing research (Hansen, 2003) , the discourse amongst respondents and the arbiters is destined to run smoothly. 4.0   Reflection 5.0       Conclusion6.0       Time Schedule

1. The major activities and timelines regarding this research project are indicated in the following Gantt chart:
2. The study will use multi-methodological approach, in which structured survey questions and questionnaires will be used to collect pertinent information. The final elucidation of research result will assist in coming up with knowledgeable, well-versed or informed conclusions regarding the factors affecting young people’s selection of cell or mobile phone brands in UK. After the feedback from the university regarding this research proposal, the subsequent stage will be to carry out data collection procedure alongside assemblage of significant literature sources.
3. In carrying out this study, the research is cautious of numerous setbacks which may perhaps be experienced along the way. First and foremost, adequate time is anticipated to be a leading drawback unless properly dealt with. Because of the multi-methodological approach adopted, much trust is bestowed to accessibility target of participants, as their sense of urgency, as well as priorities may never be in accord with that of a researcher. In addition, the acquiring of topical applicable researched sources to support the research may turn out to be a nightmare, thus another significant setback to this study. Among the drawbacks emanating from secondary research is inadequate control of accurate data, which may be utilized in examination since a researcher is limited to just accessibly, researched information. What’s more, the researcher is much sentient of probable partiality in the analysis of gathered information. Hansen (2003) affirms that researchers should be always cautious of the partiality stemming from past knowledge in the analysis of research information.
4. The 4 group surveys will be guided by a knowledgeable researcher, and exceptional concentration will be given to offer a relaxed environment, and thus making discourse impetuous and nondirective. Slawsby, Giusto and Leibovitch (2003) assert that by only permitting impetuous informal interface, focus groups are indispensable techniques in evaluating insentient motives and needs. Further, it frequently observed as more arousing and exciting by respondents compared to questionnaires, or even face to face surveying (Gates and McDaniel, 2003). The focus group structured surveys will last from between forty five and ninety minutes, and will be audio-recorded. The trendsetter will have a list of pivotal words which will be used in directing the discourse or surveys to factors affecting young people’s choice of mobile phone brands.
5. 3.2.1   Survey
6.  
7.  
8. 3.1       Research Design

References

Benady, D. (2002). Simple as one-two-3G, Marketing Review, 26-29

Chernev, A. (2003). Role of ideal point availability & assortment in consumer choice, Consumer Research Journal, 30, 170-183.

Drucker, E. (2004). Perceived speed key to 3G success. Retrieved November 23, 2010 from http://www.wirelessweek.com/article/CA381643

Fitzsimons, G., Chartrand, T., & Tavassoli, N. (2002). Non-conscious influences on consumer choice. Marketing Journal, 13, 269-279.

Gartner Dataquest. (2004). Mobile phone sales expected to reach 560 million in 2004. Research Report.

Gates, R., & McDaniel, C. (2003). Marketing Research Essentials. Ohio; South-Western Publishers.

Hansen, L. (2003). Service layer essential for future success. Retrieved November 23, 2010 form http://bit.ly/gehtgt

In-Stat. (2002). Global PDA Market, next generation of mobile computing, Research Report.

Jones, S. (2002). 3G strategies, early adopters, why & how to make them yours. Tarifica Report.

Kerzner, H. (2004). Project management, systems approach to planning, scheduling & controlling. NY; John Wiley & Sons.

Liu, C. (2002). Effects of promotional activities on brand decision. Journal of Product & Brand Management, 11, 42-51.

Malhorta, N. (2002) Fundamental marketing research. New Jersey; Prentice Hall.

Nagel, A. (2003). Beyond Knut Holt’s model, balancing market pull & technology push. Journal of Technology Management, 25, 614-622.

O’ Keefe, M. (2004). 2004 global camera phone & photo messaging forecast, Information Trends Research Group, Research Report.

Riquelme, H. (2006). Do consumers know what they want? Consumer Marketing Journal, 18, 437-448.

Salgae et al. (2005). Handbook for implementing a quality management system in a national mapping agency, New York; Blackwell.

Slawsby, A., Giusto, R., & Leibovitch, A. (2003). Global mobile phone forecast & analysis. IDC Group Research Report.

Solomon, M. (2007). Consumer behaviour, buying, having & being. New Jersey; Prentice Hall.

Swait, J., & Adamowicz, W. (2004). Influence of task complexityy on consumer choice. Consumer Research Journal, 28, 135-148.

Wilska, T. (2003). Mobile phone use as part of young people’s consumption styles. Consumer Policy Journal, 26, 441-463.