UNIVERSITY KUALA LUMPUR

MALAYSIAN INSTITUTE OF AVIATION TECHNOLOGY

DIPLOMA OF ENGINEERING TECHNOLOGY IN AEROPLANE MAINTENACE

(M06)

July Intake 2015

Semester 2

TECHNICAL MATHEMATICS II (AQD10202)

Individual Assignment

BRAND PREFERENCE OF MOBILE PHONES OF STUDENTS OF MALAYSIAN

NAME : MOHD AZRUL ARIEF BIN MOHD AZMI

STUDENT ID : 53106115061

CLASS : 2AEM1

LECTURER’S NAME : SIR MD HAFIS BIN KHAIRUDDIN

DATE OF COMPLETION : 16 MARCH 2016

TABLE OF CONTENTS

Pages

Acknowledgment I

Preface of the Project II

Objective of the Project III

Abstract IV

CHAPTER 1 : INTRODUCTION

1.1 Background 1

1.2 Problem Statement 3

1.3 Research Objective 5

1.4 Research Question 5

1.5 Significance of Study 6

1.6 Definition of Key Terms 7

CHAPTER 2: LITERATURE REVIEW

2.1 Literature Review

Customer Satisfaction 8

Brand Preference and purchase intention 9

Brand Preference, Product Attributes, and Marketing Mix Variables in 10

Technology Product Markets (S. Sriram and Ramya Neelamegham)

Mobile Phone Operator Brand Preference (Anthony Dadzie, November 2011) 11

Teens and Mobile Phones 12

(Amanda Lenhart, Rich Ling, Scott Campbell, Kristen Purcell, Apr 20, 2010)

Cell phone users and preference for brand (Harris Interactive) 13

TABLE OF CONTENTS

Pages

CHAPTER 3: RESEARCH METODOLOGY

3.1 Research Plan and Design 14

3.2 Population and Sample 14

3.3 Description of the Sample 15

Sampling Frame

Sample Unit

Determination of Sample

Sampling method

3.4 Instrumentation 15

3.5 Data collection Procedure 16

3.6 Validity and Reliability 16

3.7 Limitation of Study 17

CHAPTER 4: DATA ANALYSIS

4.1 Distribution by Gender 18

4.2 Distribution by Income Level 19

4.3 Distribution by Price Range 20

4.4 Descriptive Statistics of Brand of Mobile Preferred 21

4.5 Analysis between Gender and Current Mobile Brand Usage 22

4.6 Analysis between Monthly Family Income and Current Mobile Brand Usage 23

4.7 Analysis of Likert Scale 25

4.8 Analysis of Current Mobile Brand Usage 26

CHAPTER 5: CONCLUSION 28

BIBLIOGRAPHY 30

APPENDIX 1 [Brand Preference of Mobile Phones of Students of Malaysian] 31

APPENDIX 2 [Data Collection Purpose of Mobile Phones of Students of Malaysian] 33

ACKNOWLEDGMENT

My name is Mohd Azrul Arief bin Mohd Azmi. I am thankful that this Technical

Mathematics II Project under the topic ‘Brand Preference of Mobile Phones of Students

of Malaysian’ can be done just in time. For this, I would like to seize the opportunity to

express my sincere gratitude for those who had been helping me during my work.

First and foremost, I would like to say a big thank you to my Technical Mathematics

II lecturer, Sir Md Hafis bin Khairuddin for giving me information about my project

work.

Also, I would like to thank my parents, Mohd Azmi bin Zakaria and Azlina binti Haji

Abdul Aziz. They had brought me the things that I needed during the project work was

going on especially my own beloved laptop and printer Not only that, they also provided

me with the nice suggestion on my project work so that I had not meet the dead and

throughout this project.

Lastly, I would like to say thank you to my friends especially class 2AEM1 and the

modern access in our daily life. All of my relevant information come from my friends and

the internet. I managed to use all these access in our daily life, such as: laptop to finish

my Technical Mathematics II Project.

I

PREFACE OF THE PROJECT

This project is prepared by the students of 2AEM and it is based on the Technical

Mathematics II notes, internet search and reference books.

Technical Mathematics II is a crucial subject in university especially in Aviation

field. Each student who takes this subject has to carry out a project work on the given

tasks.

The aim of doing this project is to improve the skills in using Mathematics for

students. Working on this also gives a chance for students to apply their skills on what

they had learnt to solve an assigned project. Therefore, every student stand a chance to

improve their thinking skills, usage of languages and grammar as well as Mathematics

skills throughout the project.

After doing this project, the student will be able to master and understand more on

the applications of Technical Mathematics II that they learnt in their syllabus. The

students can also learnt some values during the completion of the project such as to learn

how to work together or to be cooperative, improving their communication skills,

responsibility and also not to give up easily on the task given.

OBJECTIVE OF THE PROJECT

Technical Mathematics II is one of the compulsory subjects for aviation’s students.

All of the students would have to carry out a project work based on anything topic and

must be submitted in four weeks time.The objective of carrying out this project are:

1. to apply and adapt a variety of problem-solving strategies that we had learnt to solve

the problems.

2. our thinking skills can be improved.

3. promotes effective mathematical communication. Our confidence and interest

towards Mathematics will be increase through solving various types of problems.

4. to use the language of Mathematics to express Mathematical ideas precisely.

5. stimulates and enhances effective earning.

6. to develop our positive attitude towards Mathematics. This makes the lesson to be

more fun, useful and meaningful.

II

ABSTRACT

The purpose of this exploratory study is to better understand the current dynamics of

the Malaysian market for smart-phone and the usage behaviors of consumers. This paper

presents the result of a survey on the trend of smart-phone from the perspective of end

consumers. The data was collected from 1814 respondents across major cities in

Malaysia. This study has looked into the familiarity of users towards smart-phones,

choices of smart-phone brand and service providers, and most importantly the

determinants that influence their purchasing decision. Additionally, the consumers’

preferences on smart-phone specifications such as design, computing power, operating

platform, and price were investigated. Furthermore, consumers’ usage behaviors such as

using smart-phone for email, web browsing, gaming, and document reading were

examined. The statistics presented provides fundamental information regarding the trends

in the smart-phone market and usage behaviors in Malaysia. Such information are useful

for academics for the development of future works in the field, whereas for smart-phone

manufacturers, application developers and other stakeholders, they are able to plan their

direction in the Malaysian smart-phone market.

III

CHAPTER 1INTRODUCTION

1.1 Background

Mobile phones aren't just a rich person's fashion today. It is transforming the way

thousands of people do business in a country where even land-line phones were a luxury

a decade ago. As an essential element of daily life, the purchase of a mobile phone is an

important decision with a variety of mobile phone brands available to choose from. Each

mobile phone manufacturer consistently updates their offerings with the latest

technological updates and many customers have a preferred brand that suits them or a

brand they have become familiar with. Across the globe, even people with low incomes

are now adopting cellular phones as tools for enhancing their business.

According to Oxford English Dictionary one of the earliest uses of word "mobile"

was in association with the Latin phrase "mobile vulgus", i.e. excitable crowd. Today's

mobile phones live up to these origins. Cell phone technology introduces new senses of

speed and connectivity to social life. If the fixed line telephone has brought

communication links into the workplace and homes, the "mobile" puts them straight into

the hands of numbers and varieties of individuals.

Mobile phone usage has proliferated in recent years. Some areas of the world have

enjoyed rapid deployment and high penetration of mobile telephony. 70% of the world’s

population own at least one mobile phone. Based on the statistics, children in United

States now are more likely to own a mobile phone than a book, with 85% of kids owning

a phone as to only 73% owning books. Without exception, Malaysia is one of the

countries riding the wave of telecommunication evolution. Mobile phone usage in

Malaysia has gained the ever increasing momentum. It is reported that 85% of

Malaysians own mobile phone(s).

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Most of the mobile phones nowadays are addressed as ‘smart-phone’, as they offer

more advanced computing power and connectivity than a contemporary mobile phone.

Along with the smart-phone fundamental capabilities to make voice call, video call, SMS,

and MMS, smart-phones have been re-positioned as a “new information medium” . In

other words, smart-phones have extended list of information processing functionalities

such as managing personal time schedule, accessing Internet contents, editing documents,

utilizing location-awareness function, and many other exciting applications. Nonetheless,

no matter how smart the smart-phone is; it will not result in expected benefits and

effectiveness, if they are not being utilized .

With the sheer size of smart-phone market, it influences the economic growth in a

country and provides job opportunities in the economic chain . The market opportunities

for mobile phone software and mobile contents are huge and attractive. For instance, the

sales for ring-tone download in Europe and Japan totaled US$5 billion in 2003.

Regardless of the macro impact of the smart-phone market, the demands largely depend

on the individual consumers. Hence, an understanding of the smart-phone market and

trends from the perspective of consumers are valuable.

1

1.2 Problem Statement

In present context, mobile phone has a huge impact in lives of people daily. In our

country the mobile phone industry is still in its growth stage, as compared to the

industrially advanced countries. It is for the fact that the economy of our country has been

in the developing stage. Now-a-days, the customers are more dynamic. Their taste, needs

and preference are changing with the advancement in technology and communication

with the outside world.

With the increase in mobile phone brands in the market, lots of mobile dealers are

cropping up old established brands and new brand of mobiles are entering the market.

With the increase in competition locally as well as from global dealers, Malaysian mobile

phone dealers are coming up with new and promotional campaigns and schemes to attract

the customers. Such information are vitally important for both academics and

practitioners. From the academic viewpoint, the overview of the smart-phone market in

Malaysia provides them a foundation where they further design their research. On the

other hands, practitioners such as mobile phone manufacturers, application developers,

and relevant stakeholders in the industry would greatly appreciated the information as

they can be used to strategize their marketing strategies, and plan for the future

directions.

This research is guided towards determining the preferences of various mobile phone

brands by Malaysian customers. The major problems identified regarding the mobile

phone brands is to determine the most preferred brand and to identify the attributes which

are significant in preference of a specific brand.

2

This research aims at determining how the promotion campaigns of mobile phones

have made consumers aware about the different brands of mobile phones. Understanding

the type of mobile phone a buyer prefers is a major concern for marketers. This research

will help in determining the choice of mobile phone consumer prefers according to their

age, income level and educational background inside as well as outside University Kuala

Lumpur Malaysian Institute of Aviation Technology (UniKL MIAT) and thus selling the

brands accordingly which would also help to reduce the risk of the marketer.

3

1.3 Research Objectives

The main objective of this study is to understand the mobile brand preference and the

various factors affecting the choice of brand. The objectives of the study are as follows:

To identify the profiles of customers of specific brand by gender, age, locality and

education level.

To determine the preferences of mobile phone brands by Malaysian customers.

To identify the product attributes sought by consumers in the mobile phone brand.

To assess the customer's perception on brand preference.

To determine what people expect from various mobile phone brands.

To understand the trend in mobile phone usage by customers.

1.4 Research Question

The main question of this study is how to understand the mobile brand preference and the

various factors affecting the choice of brand. The questions of the study are as follows:

What the profiles of customers of specific brand by gender, age, locality and

education level?

What the preferences of mobile phone brands by Malaysian customers?

How the product attributes sought by consumers in the mobile phone brand?

What are the customer's perception on brand preference?

What people expect from various mobile phone brands?

What the trend in mobile phone usage by customers?

4

1.5 Significance of the study

Successful marketing of products demand a thorough understanding of customer's

taste, choice, preference etc. This study is focused on assessing the buyers in terms of

"brand preference". This study will be significant in the following grounds:

Findings of the study will help marketers understand brand preference practices in

mobile phone market. It will give information about level of customer involvement

in brand searching, analyzing attributes and brand choice for the high involvement

product mobile phones. It will also help to develop the profile of specific customer of

brands.

It will be useful in creating most favourable brand by knowing the buyer perception

and response. Marketers can trace out important reasons for brand preference and can

focus according to choice, perception and preference of buyers.

Deeper understanding of brand preference of customers can help managers to design

marketing strategy that will concentrate on customers.

It will be a valuable reference for scholars and researchers to conduct further similar

research.

5

6

1.6 Definition of Key Terms

The definition is taken from online Thesaurus: Find Synonym and Antonym of Words.

Key Terms Definition

Mobile phone Any wireless telephone that operates over a relatively large area, as a

cellular phone or PCS phone.

Smart-phone A device that combines a cell phone with a hand-held computer,

typically offering Internet access, data storage, email capability, etc.

Usage behavior The act, manner or amount of conducting oneself.

Market Survey (Marketing) the study of influences upon customer and consumer

behavior and the analysis of market characteristics and trends.

Consumers Study It is the study of consumers and the processes they use to choose, use

(consume), and dispose of products and services.

CHAPTER 2

LITERATURE REVIEW

2.1 Literature Review

For the research, various literatures were reviewed that were relevant in gathering

information.

Customer Satisfaction

According to Philip Kotler consumer satisfaction is defined on, “personal feeling of

pleasure resulting from comparing a product’s pursued performance in relation to his or

her expectations”. Consumer attitude measurements are taken on either potential buries or

existing client’s buries in order to identify their characteristics. Consumer’s survey can

provide the researcher with a wealth of information, valuable of the marketing function.

Customer satisfaction is one of the main objectives of any organization. Every

organization tries to know how satisfied their customers from their products. In general

satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing

a products perceived performance in relation to his or her expectations. If the

performance is below expectations, the customer is dissatisfied. If the performance

matches the expectations, the customer is satisfied. If the performance exceeds

expectations, the customer is highly satisfied.

Many companies aim for high satisfaction because customers who are just satisfied

still find it easy to switch when a better offer comes along. Those who are highly satisfied

are much less ready to switch. High satisfaction or delight creates an emotional bond with

the brand, not just a rational preference. The result is high customer loyalty.

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Brand Preference and purchase intention

Brand is the "name, term, design, symbol, or any other feature that identifies one

seller's good or service as distinct from those of other sellers. One of the indicators of the

strength of a brand in the hearts and minds of customers, brand preference represents

which brands are preferred under assumptions of equality in price and availability. It can

be defined as the priority that the buyer or consumer gives to a brand. It is revealed in the

purchase and use of one brand and not of competitive brands.

How does consumer process competitive brand information and make a final value

judgement? The consumer arrive at attitude towards various brand through preference

among the brand in the choice set. However two factors can intervene between the

purchase intention and purchase decision. The first factor is attitude of another. The

extent to which person's attitude reduces one's preferred alternative depends on the

intensity of other person's negative attitude towards consumer's preferred alternative and

consumer's motivation to comply with the other person's wishes.

The stage of consumer decision making process for the purchase shown in the

hierarchy of effect model is awareness, knowledge, liking, preference, conviction and

purchase.

Awareness: the ability of the consumer to recall a brand name either with or without

prompting.

Knowledge: the ability of consumer to describe the important attributes of a product

or services.

Liking: the attitude of consumer toward a product or services.

Preferences: the degree to which a consumer feels more positive about a product or

services relative to other offering.

Conviction: the likelihood that the consumer will purchase the product or services.

Purchase: the acquisition of a product or service.

8

Brand Preference, Product Attributes, and Marketing Mix Variables in Technology

Product Markets (S. Sriram and Ramya Neelamegham)

The research done on above topic concludes that the attractiveness of a brand's

product line changes over time with entry and exit of new models and with changes in

attribute and price levels. In order to account for the potential correlation in the

preferences of models offered by a particular brand (e.g., Sony), relative model

preferences are captured via their attributes and prices. Authors have allowed for

heterogeneity across consumers in their preferences for these attributes and in their price

sensitivities in addition to heterogeneity in consumers' intrinsic brand preferences. To

allow for time-varying intrinsic brand preferences, they have used a state-space model

based on the Kalman filter, which captures the influence of marketing actions such as

brand-level advertising on the dynamics of intrinsic brand preferences. Hence, the

proposed model accounts for the effects of brand preferences, model attributes and

marketing mix variables on consumer choice. They have estimated model parameters on

data for the U.S. digital camera market. Overall, finding was that the effect of dynamics

in the intrinsic brand preference is greater than the corresponding effect of the dynamics

in the brand's product line attractiveness. Assuming plausible profit margins, the authors

have evaluated that the effect of increasing the advertising expenditures for the largest

and the smallest brands category can increase their profitability by increasing their

advertising expenditures. They have also analyzed the impact of modifying a camera

model's attributes on its profits. Such an analysis could potentially be used to evaluate if

product development efforts would be profitable.

9

Mobile Phone Operator Brand Preference (Anthony Dadzie, November 2011)

The author Anthony Dadzie conducted a study and the findings are most of the

respondent consumers were aware of mobile phone operator brands despite having come

across few operator service advertisements. Young males, mainly students in the tertiary

institutions, single and of Christian affiliations, dominated the market. Four factors were

identified as key determinants of mobile phone operator service choice, namely

promotion, price and availability of product, attractive packaging and product quality.

There is need for mobile phone operators to incorporate these findings in the formulation

of responsive marketing strategies.

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Teens and Mobile Phones

by Amanda Lenhart, Rich Ling, Scott Campbell, Kristen Purcell, Apr 20, 2010

This study is based on the 2009 Parent-Teen Cell Phone usage Survey which

obtained telephone interviews with a nationally representative sample of 800 teens age

12-to-17 years-old and their parents living in the continental United States and conducted

in 4 U.S. cities in June and October 2009 with teens between the ages of 12 and 18. The

survey was conducted by Princeton Survey Research Associates International. The

interviews were done in English by Princeton Data Source, LLC from June 26 to

September 24, 2009. Statistical results are weighted to correct known demographic

discrepancies.

The research concludes that mobile phone usage and daily text messaging among

American teens has shot up in the past 18 months, from 38% of teens texting friends daily

in February of 2008 to 54% of teens texting daily in September 2009. And it's not just

frequency – teens are sending enormous quantities of text messages a day. Half of teens

send 50 or more text messages a day, or 1,500 texts a month, and one in three send more

than 100 texts a day, or more than 3,000 texts a month. Older teen girls ages 14-17 lead

the charge on text messaging, averaging 100 messages a day for the entire cohort. The

youngest teen boys are the most resistant to texting – averaging 20 messages per day.

Text messaging has become the primary way that teens reach their friends, surpassing

face-to-face contact, email, instant messaging and voice calling as the go-to daily

communication tool for this age group. However, voice calling is still the preferred mode

for reaching parents for most teens. This research thus highlights the importance of

mobile phone attributes such as text messaging and what marketers need to consider

while developing a brand of mobile phone for the target customers.

11

Cell phone users and preference for brand

by Harris Interactive

According to the latest survey of cell phone users by Harris Interactive, 54 per cent

of U.S. adult cell phone users say they have no preference for an existing brand or a new

one offered by their service provider. Meanwhile, the rest differ in opinion between

interest in a new brand 27 per cent and an existing brand 19 per cent. The survey also

showed that 64 per cent of respondents agree that more competition among cell phone

manufacturers will lead to product innovation. 40 per cent believe it will ensure more

choices in the marketplace.

According to the survey, there is some skepticism about cellular service providers

offering their own brand of phones, and approximately one-third think this actually may

result in decreased competition and higher prices in the long run. Around 30 per cent

agree that smaller wireless service providers who cannot manufacture their own phones

will go out of business, and another 21 per cent feels that wireless service providers lack

the design skills to build quality handsets.

"Cellphone manufacturing by the large wireless service providers is the next logical

step in this market," said Joe Porus, cell phone vice president and chief architect for the

Harris Interactive technology. "If they can pull this off, it will give their bottom lines a

nice lift, but a failed entry here could start a new phase of consolidations in the industry.

This apple is likely too tempting to leave on the tree new cell phones could be coming

your way soon."

12

13

CHAPTER 3

RESEARCH METODOLOGY

3.1 Research Plan and Design

The main purpose of study is to find out the mobile brand preferences of respondents

inside University Kuala Lumpur Malaysian Institute of Aviation Technology (UniKL

MIAT) from various gender and income level. An exploratory research was carried out to

achieve this purpose. The research is quantitative in nature. The data collected is analyzed

statistically to interpret findings and results. Primary as well as secondary sources are

used. For primary sources of data, questionnaire was used. For secondary data, various

sources like internet, books, and journals are used.

3.2 Population and Sample

The population for this study is comprised of all people in University Kuala Lumpur

Malaysian Institute of Aviation Technology (UniKL MIAT) who possess a mobile phone.

For this purpose convenience sampling method is used. To gather the primary

information on preference of consumers, questionnaire survey was conducted with 28

respondents.

3.3 Description of the Sample

3.3.1 Sampling Frame

All the people of Malaysia (UniKL MIAT’s students among 450 students of

Semester 2) who possess a mobile phone.

3.3.2 Sample unit

The sample unit for this study is of different background students.

3.3.3 Determination of Sample

The size of the sample is 28. The sample is not divided into sub samples.

3.3.4 Sampling method

For this study, non-probability sampling is used. It is because determining the

population size of people preferring various mobile phone brands is difficult.

Therefore, sampling method used is the convenience quota sampling.

3.4 Instrumentation

The instrument used for this research is questionnaire. The questionnaire included 9

questions that included demographic questions as well as questions regarding customer's

brand preference and attributes choice on mobile phone. The questionnaire will focus

more on the qualitative aspect of the respondents than the quantitative aspects because of

the nature of the research. Questionnaire will consist of various types of question such as

ranking scale questionnaires, single response questions, multiple response questions,

LIKERT scale and others. Likewise, a structured questionnaire design will be used.

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3.5 Data collection Procedure

Both primary and secondary source of data are used while conducting the research.

The researcher has used secondary sources of data like internet, journals; reports for

background study, literature review and problem identification of the research. The

researcher has used primary source of data via questionnaire. Questionnaire was

distributed to 28 respondents. While selecting the respondents the researcher has ensured

that the data are homogeneous in nature and is distributed in my class, 2AEM1. I have

used the age of 19. The questionnaires are self-administered as well as researcher

administered.

3.6 Validity and Reliability

For validity, questionnaires were reviewed with the help of expert’s opinions and

suggestions. Past questionnaires were also referred from reports carried out on similar

topics. The questionnaire will ensure that it meets the research objective.

For reliability, the researcher has administered the question personally to each

respondent so that there is no inconsistency in answering the question. The results and

findings of the research has also been compared with results of similar research. If degree

of variance is excessively large, the research will be investigated for reliability. Internal

consistency reliability will also be tested using LIKERT scale.

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3.7 Limitation of Study

The research will have the following limitations:

The research has been prepared within a span of one month and thus there was

limited time for conducting the research and literature review.

The research is based on the sample size of 28 and mainly quantitative measure was

taken to measure the brand preference of mobile phones among customers.

The age group has been selected at age 19 so as to reduce the response error and to

easier to conduct this small research.

Opinions of respondents have been taken as a sense of truth which may not be

correct.

Research is limited to within UniKL MIAT’s students.

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CHAPTER 4

DATA ANALYSIS

In this chapter,the information collected from the questionnaire is analyzed as follows:

4.1 Distribution by Gender

Table 1: Distribution by Gender

Pie Chart 1: Distribution by Gender

The table and pie chart show that 89.3% of the sample size is male and remaining 10.7%

Gender Frequency Percent (%)

Male 25 89.3

Female 3 10.7

Total 28 100.0

17

is female. So, we can conclude that the mobile phones brand preference is higher in males

than in female.

4.2 Distribution by Income Level

Table 2: Distribution by Income Level

Monthly Family Income Frequency (n) Percent (%)

Less than RM5000 8 28.6

RM5000- RM15000 15 53.6

More than RM15000 5 17.8

Total 28 100.0

Pie Chart 2: Distribution by Income Level

The table and pie chart show that 28.6% of the youths have monthly family income less

than RM5000; 53.6% have between RM5000-15000 while 17.8% have monthly family

income more than RM15000.

Gender Frequency Percent (%)

Male 25 89.3

Female 3 10.7

Total 28 100.028.60%

53.60%

17.80%

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4.3 Distribution by Price Range

Table 3: Distribution by Price Range

Price Range (RM) Frequency Percent (%)

Below 100 4 14.2

100-500 7 25.0

500-1000 8 28.6

1000-2000 8 28.6

Above 2000 1 3.6

Total 28 100.0

Pie Chart 3: Distribution by Price Range

The table and pie chart show that 14.2% of youth possess mobile phone of price range

less than RM100; 25.0% have between RM100-500; 28.6% have mobile phone between

price range RM500-1000 shared with the price range RM1000-2000 and 3.6% youth have

Price Range (RM)

28.60%

3.60%

14.20%

28.60%

25.00%

19

mobile phone of price range above RM2000.

4.4 Descriptive Statistics of Brand of Mobile Preferred

Table 4: Descriptive Statistics of Brand of Mobile Preferred

Pie Chart 4: Descriptive Statistics of Brand of Mobile Preferred

The table and pie chart show that Lenovo is mostly preferred by youth with 32.10% while

Brand of Mobile Phone Frequency (n) Percent (%)

Lenovo 9 32.1

Samsung 1 3.6

Oppo 4 14.4

Asus 2 7.1

iPhone 6 21.4

Others 6 21.4

TOTAL 28 100.0

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Samsung brand is the least preferred mobile phone brand with the 3.60%.

4.5 Analysis between Gender and Current Mobile Brand Usage

Table 5: Analysis between Gender and Current Mobile Brand Usage

     

  Current Mobile Phone    

Gender Lenovo Samsung Oppo Asus iPhone Others TotalMale Count 7 - 4 2 6 6 25

% within Gender 28.00% - 16.00% 8.00% 24.00% 24.00% 100.00%

Female Count 2 1 - - - - 3

% within Gender 66.70% 33.30% - - - - 100.00%

Total Count 9 1 4 2 6 6 28

% within Gender 32.10% 3.60% 14.40% 7.10% 21.40% 21.40% 100.00%

Bar Chart 5: Analysis between Gender and Current Mobile Brand Usage

The table and bar chart shows that both male and female use various mobile phone

21

brands with the highest count of 28.00% on Lenovo by Male and 66.70% on Lenovo by

female respectively.

4.6 Analysis between Monthly Family Income and Price Range

Table 6: Analysis between Monthly Family Income and Price Range

      Price Range (RM)    

 Monthly

Family

Income

(RM)  

Below

100 100-500 500-1000 1000-2000

Above

2000 Total

Less than

5000 Count - 3 3 2 - 8

% within

Monthly

Family Income - 37.50% 37.50% 25.00% - 100.00%

5000 -

15,000 Count 3 3 5 4 - 15

% within

Monthly

Family Income 20.00% 20.00% 33.30% 26.70% - 100.00%

More than

15,000 Count - 1 1 2 1 5

% within

Monthly

Family Income - 20.00% 20.00% 40.00% 20.00% 100.00%

Total Count 3 7 9 8 1 28

 

% within

Monthly

Family Income 10.70% 25.00% 32.10% 28.60% 3.60% 100.00%

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Bar Chart 6: Analysis between Monthly Family Income and Price Range

The table and bar chart shows that the youths of all income levels are not affected by

the price of their preferred mobile phone brands.

However, youths from monthly family earning less than RM 5000 are most likely to

buy mobile brands of price range of between RM100-500 (37.5%) shared with the price

range between RM500-1000 while youths from monthly family earning RM5000-15000

are mostly likely to buy mobile from price range between RM500-1000 (33.30%) and

youth from monthly family income above RM15000 are likely to buy mobile phone of

price range between RM1000-2000 (40%).

Price Range (RM)

Monthly Family Income (RM)

9

23

24

4.7 Analysis of Likert Scale

(*This analysis is based on data collection due to questionnaire form in Appendix 2.)

Table 7: Analysis of Likert Scale

  Rank on the scale of 6, highest usage get a score of 6  

Vote out of 588

( )Std. Deviation

Use mostly for call 28 72 2.571 1.958 1.399

Use mostly for messaging 28 68 2.429 1.810 1.345

Use mostly for Internet 28 152 5.429 1.513 1.230

Use mostly for songs and multimedia 28

124 4.429 1.069 1.034

Use mostly for camera 28 90 3.214 2.619 1.618

Use mostly for memory 28 82 2.929 1.921 1.386

The table shows that the youths use their mobile phone mostly for all six purposes.

However, they use their mobile phones mostly for internet and for songs and multimedia.

They use their mobile phone least for call.

VarianceMeanFrequency

(n)Statement

4.8 Analysis of Current Mobile Brand Usage

Pie Chart 8: Frequency of Current Mobile Brand Usage

Mean of current mobile brand usage using the formula:

= 9 + 1 + 4 + 2 + 6 + 6

6

= 28

6

= 4.667

Variance of current mobile brand usage using the formula:

= 1 [ ]

5

= 1 [ ]

5

= 1 [

]

5

= 1 [ 43.334]

25

5

= 8.667

Standard deviation of current mobile brand usage using the formula:

=

= 2.944

Based on the calculation, we can verify that mean, variance and standard deviation of

current mobile brand usage are; 4.667, 8.667 and 2.944 respectively.

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CHAPTER 5

CONCLUSION

Mobile phones are an essential element of daily life today. We accept mobile phones

as a part of our everyday lives and an important means of getting in touch with the world

around us despite our busy schedules. The purchase of a mobile phone is an important

decision with a variety of mobile phone brands available to choose from. With the strong

presence of different brands, many the brand war among leading mobile brands has

provided the Malaysian market with better mobile sets and variety of features.

As the time has moved on, the number of users of mobile phones have increased

tremendously. The use of mobile phone for making phone calls have changed with the

introduction of smart phones and wireless technology. User preference has shifted from

using mobile phone merely as a means of communication to using it as a storage device,

getting connect to social media and conducting business through mobile phones and

making lot of money. Male and female brand attribute preference are different, the way

they prefer one brand over others in the market.

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There are several brand of mobile phones in the market that offers variety of

attributes at different price ranges for the people. There is high competition among the

brands i.e. the potential and the real competitors. It’s very visible that youths are more

inclined towards the brand with new technologies and new attributes irrespective of their

prices. Following conclusion can be drawn from the research conducted:

Monthly family income of youth not so much affects the price range they buy their

mobile brand.

Most of the respondents prefer iPhone and others mobile brand while Samsung

mobile brand was found to be least preferred by youth.

Most of the youth in UniKL MIAT possess mobile phone of price range between

RM500-1000 while very few possess mobile brand of price range above RM2000.

Mobile phone usage purpose such as call, camera, memory etc determines the choice

of brand for the users.

28

29

BIBLIOGRAPHY

Zikmund, W. (2007). Business Research Methodology

Thomson Southwestern.(Megan, 2011) Sriram, S., Neelamegham, .R (n.d.). Brand

Preference, Product Attributes, and Marketing Mix Variables in Technology Product

Markets

Anthony Dadzie, A., ( 2011 November). Mobile Phone Operator Brand Preference

Lenhart, A., Ling, R., Campbell, S., Purcell, K., (2010 April 2013). Teens and Mobile

Phones

Retrieved 2013, from

http://www.pewinternet.org/files/old-media/Files/Reports/2013/PIP_TeensandTechnology

2013.pdf

Harris (n.d.). Cell phone users and preference for brand

Wikipedia. (n.d.). Retrieved April 03, 2013, from

www.wikipedia.com: http://en.wikipedia.org/wiki/List of mobile phone brands

Wikipedia. (n.d.). Retrieved April 03, 2013, from

www.wikipedia.com: http://en.wikipedia.org/wiki/Branding

Retrieved from 2012 , from http://a-study-of-the-trend-of-smartphone-andits-usage-

behavior-in-malaysia.pdf

APPENDIX 1

BRAND PREFERENCE OF MOBILE PHONES OF STUDENTS OF MALAYSIAN

This is Mohd Azrul Arief bin Mohd Azmi from University Kuala Lumpur Malaysian

Institute of Aviation Technology (UniKL MIAT Semester II) and I am conducting a small

research on the above topic. The information provided will be kept confidential and will

be used solely for academic research under the subject of ‘Technical Mathematics II’ .

Your response is highly appreciated.

Question Number :

Please tick one for each criteria group.

Section A: Personal Information

1. Gender 2. Age 3. Permanent Address

1. Male

2. Female

19 1. UniKL MIAT

4. Literacy Level 5. Monthly Family Income

(in RM)

1. Diploma 1. Less than 5000

2. 5000-15,000

3. More than 15,000

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Section B : About mobile phones

Q6 Which mobile phone you are using?

1. Lenovo 4. Asus

2. Samsung 5. Iphone

3. Oppo 6. Others (Specify) ................

Q7 On what price range does your mobile fall?

1. Below RM 100 4. RM1000-2000

2. RM 100-500 5. Above RM2000

3. RM 500-1000

Q8 Why you did choose this brand over others ? (You can select more than one)

1. Better features

2. Reasonable price

3. Better outlook

4. Catchy advertisement

5. Satisfied by friends/peers with the brand

6. Others (Specify) .....................................

Q9 For what purpose do you use your mobile mostly?

( Rank on the scale of 6, highest usage get a score of 6 )

1. Call

2. Messaging (SMS)

3. Internet (*Studying, business,e-mail,GPS)

4. Songs and multimedia

5. Camera

6. Memory

Example

1. Call

2. Messaging (SMS)

3. Internet

4. Songs and multimedia

5. Camera

6. Memory

3

4

5

1

2

6

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APPENDIX 2

DATA COLLECTION PURPOSE OF MOBILE PHONES OF STUDENTS OF

MALAYSIAN

Student Call Messaging (SMS) Internet Song and

Multimedia Camera Memory Total

1 1 2 6 3 5 4 212 1 2 6 3 4 5 213 1 2 6 5 3 4 214 2 1 4 5 6 3 215 2 1 3 4 6 5 216 6 5 2 3 1 4 217 1 2 6 3 5 4 218 4 5 6 3 1 2 219 3 1 6 2 4 5 2110 3 1 6 5 4 2 2111 2 1 6 4 5 3 2112 1 2 6 4 3 5 2113 4 3 5 6 2 1 2114 2 4 6 5 3 1 2115 4 3 6 5 1 2 2116 5 4 2 6 1 3 2117 3 4 6 5 2 1 2118 1 2 4 5 6 3 2119 1 4 6 5 3 2 2120 3 4 6 5 1 2 2121 2 1 6 5 4 3 2122 4 1 6 5 3 2 2123 2 1 6 5 4 3 2124 2 3 6 5 4 1 2125 1 2 6 5 3 4 2126 4 1 6 3 2 5 2127 3 4 6 5 1 2 2128 4 2 6 5 3 1 21

TOTAL VOTE 588

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