A compare study on consumer preference of mobile phone in Kuala Lumpur

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List of contents

List of tables and charts……………………………………………………………………………………. 7

A compare study on consumer preference of mobile phone in Kuala Lumpur………….. 8

  1. Chapter one: Introduction…………………………………………………………………………… 8

1.1      Definition of key terms…………………………………………………………………….. 8

1.2      Research background……………………………………………………………………….. 8

1.3      Research objectives………………………………………………………………………….. 9

1.4      Planned structure……………………………………………………………………………… 9

  1. Literature review……………………………………………………………………………………….. 9

2.1      The importance of understanding consumer behavior……………………………. 9

2.2      The consumer decision-making process……………………………………………… 10

2.3      Gender differences in consumer buying behaviors……………………………… 12

  1. Chapter three: Research methodology………………………………………………………… 12

3.1      Research design……………………………………………………………………………… 12

3.2      Data source……………………………………………………………………………………. 13

3.3      Sampling……………………………………………………………………………………….. 13

  1. Chapter four: Analysis……………………………………………………………………………… 13

4.1      PEST analysis………………………………………………………………………………… 13

4.1.1     Political factors…………………………………………………………………….. 14

4.1.2     Economic factors………………………………………………………………….. 14

4.1.3     Social factors………………………………………………………………………… 15

4.1.4     Technological factors…………………………………………………………….. 15

4.1.5     Summary of PEST analysis…………………………………………………….. 15

4.2      The consumer buying behavior analysis through a survey: contrasting men and women in term of buying preference………………………………………………………………………………………………. 16

4.2.1     Part one: General information of the respondents……………………… 16

4.2.2     Part two: Mobile phone usage information……………………………….. 19

4.2.3     Part three: Adverting of mobile phone……………………………………… 23

4.2.4     Part four: Price……………………………………………………………………… 25

4.2.5     Part five: Future buying…………………………………………………………. 26

  1. Chapter five: Conclusions and implications…………………………………………………. 26

5.1      Conclusions…………………………………………………………………………………… 26

5.2      Suggestions……………………………………………………………………………………. 27

Reference……………………………………………………………………………………………………… 29

 

 

 

List of tables and charts

 

List of tables

Table 2 Gender information of the candidates…………………………………………….. 11

Table 3 Satisfaction level in general and detail features……………………………….. 17

 

List of chart

Chart 1 Age group of the candidates…………………………………………………………. 11

Chart 2 Education levels of the candidates………………………………………………… 12

Chart 3 Working experiences of the candidates………………………………………….. 12

Chart 4 Monthly expense of the candidates……………………………………………….. 13

Chart 5 Number of mobile phones owned by the candidates………………………… 14

Chart 6 Smart phone penetration………………………………………………………………. 14

Chart 7 Number of mobile phones owned by the candidates………………………… 15

Chart 8 Usage frequency (male)……………………………………………………………….. 15

Chart 9 Usage frequency (female)…………………………………………………………….. 16

Chart 10 Frequently used functions…………………………………………………………… 16

Chart 11 Effectiveness of adverting of mobile phone among male and female.. 18

Chart 12 Effectiveness of adverting of mobile phone among male and female.. 20

A compare study on consumer preference of mobile phone in Kuala Lumpur

-a case on male VS female students

 

1.        Chapter one: Introduction

1.1    Definition of key terms

 

This study focus on the study of the consumer behaviors, within the context of consumer behavior, intention refers to the plan to purchase or use the product, and behavior refers to the actual purchase or use of the product (Mullen & Johnson 1990, p. 2). When consumer behaviors are related to special brands and products, we call them as the consumer preference. Consumer preferences can be defined as the subjective (individual) tastes, as measured by utility, of various bundles of goods. Utility is defined as the satisfaction that a consumer derives from the consumption of a good. They permit the consumer to rank these bundles of goods according to the levels of utility they give the consumer (usi.edu 2010).

 

1.2    Research background

 

As early as in the August last year, Stock market turmoil in Wall Street had helped Apple to surpassed oil group Exxon to become the world’s most valuable company by market capitalization (guardian.co.uk 2011). And it is widely believed that not only the quality and design of Apple’s iPhones has greatly contributed to the product lines and the company’s business success but also the company’s marketing strategies has assisted on such success which will be discussed and analyzed in this project.

 

Kuala Lumpur is the capital city of Malaysia, it is a large market to any mobile phone brands and the research into the customer preference would be very meaningful and the targeting sample would be the male and female students who are the key customer base of the mobile phone especially the raising smart phones which include Apple iPhones.

 

1.3    Research objectives

 

l  To analyze the market environment in Kuala Lumpur mobile phone industry (macro environment, customer buying behaviors)

l  To review the consumer purchasing process

l  To apprehend the consumer preference differences between men and women

l  To provide suggestions regarding how marketing strategies could be differentiated based on gender differences identifed

 

1.4    Planned structure

 

This assignment study focuses on the research of the consumer behaviors and it includes four major components. The first component is to review the related theories and literatures regarding the consumer behaviors and also the gender differences; the second component is to state the research methodology applied in this study; the third part of the study is to analyze the business environment as well as discussing the findings of the gender differences though a survey targeting the students in the Kuala Lumpur city; and last component of the project is to provide some suggestions based on the findings in term of the marketing strategies making.

 

2.        Literature review

2.1    The importance of understanding consumer behavior

 

According to Laura Lake (2009) the understanding of the consumer behaviors can benefit not only the big companies but also the small and medium sized companies because it enables them to design and make the product in such a way that these products would meet the needs of the buyers in the market place. And the end results could be a higher rate of success compared to other business that does not perform such researches. In addition, based on the findings of Charles W. Lamb, Joseph F. Hair and Carl McDaniel, though a company may not change the product design in a short period of time when changes of the customer preference is spotted, still it could utilize the different promotion methods and styles as an effort to changes the buyers’ decision making criteria in term of different promotional styles, durability and cargo capacity.

 

2.2    The consumer decision-making process

Figure 1 The consumer decision-making process

Source: Lamb, Hair & McDaniel 2011, p. 76

 

According to Charles W. Lamb, Joseph F. Hair and Carl McDaniel (2011, p. 76) when buying products, particularly new or expensive items, consumers generally follow the consumer decision making process which includes: (a) need recognition, (b) information search, (c) evaluation of alternatives, (d) purchase and (e) post-purchase behavior. Before a customer could think of any purchasing behaviors, he or she needs to come up with or being reminded of such a need to be satisfied which is the need recognition stage. In the second stage, a customer needs to collect relative information regarding what kind of needs and what products that could meet such needs for the customer. In term of the source of information, they could be from personal sources such as the family, friends and so on, or from commercial sources, public source and experiential sources. The usefulness and influence of these sources of information will vary by product and by customer. Research suggests that customers value and respect personal sources more than commercial sources (the influence of “word of mouth”). The challenge for the marketing team is to identify which information sources are most influential in their target markets (tutor2u.net 2010). But still companies could be easily affect the personal source of the customers, commercial source of information would still be the dominating way of promoting the products and services. And in term of the using of the information, two major types of purchasing are identified: high involvement purchases and low involvement purchases. And for mobile phone purchasing, it is usually classified as high involvement purchasing since it will incur high expenditure and long term usage and hence customers will tend to turn to high involvement purchases and obtain as useful much information as possible. In the next stage, customers would make comparisons between the alternative products which could meet the needs. The consumer is likely to develop a set of brand beliefs about where each brand stands on each attribute. The brand beliefs make up the brand image. The consumer’s brand belief will vary with his/her experiences and the effect of selective retention. The consumer is assumed to have a utility function for each attribute. The consumer arrives at attributes (judgement, preferences) towards the brand alternatives through evaluation procedure (mbanotesworld.in 2009). In this study we will focus on the pre-sale stages to see how the customers’ decision making could be influenced and managed in these beginning three stages.

 

2.3    Gender differences in consumer buying behaviors

 

Based on the findings by Nelson Oly Ndubisi (2006) there is evidence for gender differences in the decision making processes of the individuals, for instances, there is research evidence supporting decision processing differences between men and women regarding financial decision making, ethical issues, perception of the brand value. According to Scott Callan and Janet M. Thomas (2010, p. 27) gender differences could also relate to the issues of environmental protection in the decision making process, some 49.4 per cent of the female customers in a survey expressed a willingness to substitute toward more environmentally safe brands whereas the comparable proportion male was only 37.9%. Therefore differences in the consumer decision making request for different marketing positions and marketing efforts when it comes to the marketing strategies setting for the particular audience groups (male or female).

 

3.        Chapter three: Research methodology

 

3.1    Research design

 

One assumption in this study is that though smart phones have been common in the developed economies, they are new and hot mobile phones that represent high class products in Malaysia that everyone wants to get one, we assume that smart phones would still enjoyed an increased and enhanced attention and preference from the consumers, therefore we design this research to find out people’s thinking about the future mobile phone market in which whether they will still give such preference to smart phones. And it is obvious that the customers’ thinking will affect their buying behaviors. Here we will try to analyze the gender differences regarding the smart phone purchasing behaviors using an original survey.

 

3.2    Data source

 

Primary data source would be sourced through a marketing survey in which we will design the survey with questions to see the gender differences in consumers’ buying decision making mode and also their psychology related to the mobile phone consumption. Secondary data source would be accessed through internet access, library, government report, industrial reports, various books, journals

 

3.3    Sampling

 

We will do an online survey of 50 students (25 male and 25 female) who are studying in Stamford College, and they will be selected randomly to ensure that every mobile phone users have equal chance to be picked up, but in order to reflect equally the view of male and female, we will survey 25 of each gender group.

 

4.        Chapter four: Analysis

 

4.1    PEST analysis

 

Before we can probe into the research of the consumer behaviors, let us review the macro environments in Malaysia which influence both the market conditions as well as the consumer behaviors. Here we follow the PEST framework. According to Babette E. Bensoussan and Craig S. Fleisher (2008, p. 178), environmental conditions affect the entire strategic management process, since organizations do not operate in a vacuum, and a key to affect strategic management and marketing strategies setting is to make decision that will enable actions to correspond positively with the context in which those actions will ultimately take place. The PEST (political, economic, social and technological factors) model provides an effective framework for macro environmental analysis as well as for the marketing planning process (Pender 1999). Below we will carry out a PEST analysis to see these factors’ impacts over the smart phone market.

 

4.1.1            Political factors

 

Malaysia is a constitutional monarchy with a system of parliamentary democracy. The Malaysian Parliament comprises the Senate (Dewan Negara) and the House of Representatives (Dewan Rakyat). The Senators, whether appointed or elected, serve a six-year term, while members of the House of Representatives are elected for a five-year term in a single member constituency system Malaysia has an excellent record of parliamentary democracy (virtualmalaysia.com 2010). But in the negative side, together with the democracy some political instability could also happen. For example, according to the news in the most recently April, Malaysian police today fired tear gas and water cannons at a huge opposition rally in Kuala Lumpur when thousands of protesters, many wearing the signature yellow of the reform movement, gathered in Merdeka (Independence) Square in defiance of a ban on political demonstrations there (bbc.co.uk 2012). But nevertheless such demonstration events currently do not have significant impacts over the normal business activities though they do add to the disadvantages of the political factors.

 

4.1.2            Economic factors

 

The Malaysian economy continued to expand in 2011, albeit at a slower rate compared to the previous year. Real GDP grew 5.1 per cent year-on-year in 2011, down from 7.2 per cent in 2010. The country’s economy continued to depend on domestic demand to drive GDP growth against a backdrop of bleak economic developments overseas (mier.org.my 2012). And in addition, the government since 2009 has already begin the implementation of the Economic Transformation Programme which is a focused, inclusive and sustainable initiative that will transform Malaysia into a high-income nation by 2020 (pemandu.gov.my 2009), this ambitious plan is expected to speed up the market growth which further lead to increased market volume for a lot of industries and mobile phone industry is certainly one those these booming markets.

 

4.1.3            Social factors

 

In the region that contains Malaysia, Brunei and Singapore, there is an increasing Westernization and the living pace of the modern life are changing the cultures systems among these countries, nevertheless the traditional customs and religious values are still influential in people’s life (Richmond 2007, p.46). But some traditional customs would certainly have impacts over the consumer behaviors and purchasing decision making since people’s mind and thinking are not easy to be changed and hence it may take a longer time for them to accept the new products.

 

4.1.4            Technological factors

 

A key technological factor influencing the mobile phone market is the transportation service. Malaysia is served by an excellent transport system. The country has well-developed air and sea connections. It is also accessible by road and rail through Thailand and Singapore on the Peninsular. In addition there are 25 main airlines service the international airports throughout the nation. Port Klang and Penang in the Straits of Malacca link the country to the rest of the world by sea (sensesofmalaysia.com 2009).

 

 

 

 

4.1.5            Summary of PEST analysis

 

Political factors

 

Positive:

An excellent record of parliamentary democracy;

Negative:

Some political instability could happen

 

Economic factors

 

Positive:

Strong domestic demand

Great opportunities because of the Economic Transformation Programme

Negative:

Weakening oversea demand

Social factors

 

Positive:

An increasing Westernization

Negative:

Strong traditional thinking and customs

Technological factors

 

Positive:

Good transportation

Negative:

 

Table 1 Summary of PEST analysis

 

4.2    The consumer buying behavior analysis through a survey: contrasting men and women in term of buying preference

 

4.2.1            Part one: General information of the respondents

 

In beginning of the survey, we investigate the individual profile of the correspondents. The major topics in this part of the survey include majorly the gender, age group, year of working experience (if applicable), education degree and monthly expense.

 

 

 

Gender Numbers Percentage
Male 25 50%
Female 25 50%

Table 2 Gender information of the candidates

 

Chart 1 Age group of the candidates

Chart 2 Education levels of the candidates

 

Chart 3 Working experiences of the candidates

 

Chart 4 Monthly expense of the candidates

 

From the above charts and figures we can see that the surveyed candidates who are the students exhibit some significant features of students, they are young and do not have income but their expense level are not very low. The candidates that we surveyed are holding majorly bachelor degree or master degree.

 

4.2.2            Part two: Mobile phone usage information

 

The second part of the survey is regarding the mobile phone usage information regarding how many mobile phone that they currently have, to what frequency they use the mobile phone and so on, taking into consideration of the iPhone series mobile phones, we also investigated the penetration rate of the iPhone among the surveyed students. Below let us review the results of the survey.

 

Chart 5 Number of mobile phones owned by the candidates

 

Chart 6 Smart phone penetration

 

 

Chart 7 Number of mobile phones owned by the candidates

 

Chart 8 Usage frequency (male)

 

Chart 9 Usage frequency (female)

 

 

Chart 10 Frequently used functions

 

Features Strongly disagree Disagree Neutral Agree Strongly agree
Convenient 10 3 7 10 20
Friendly 9 4 8 13 16
Sufficient battery 12 18 3 10 7
Sufficient functions 16 6 3 10 15
General satisfaction 12 (F4/M8) 12 (F5/M7) 5 (F3/M2) 6 (F4/M2) 15 (F9/M6 )

Table 3 Satisfaction level in general and detail features

 

From the above summary in term of charts and table, we can conclude four major trends regarding the candidates’ mobile usage experience: First of all, the smart phone penetration is under process. From the fact that 28 out of the 50 surveyed candidates own more than two mobile phones and also 35 out of them actually have a smart phone, we can see that many of them are actually just replace their old cell phone with the new smart phone probably in the recent one year, hence the penetration of the smart phone is proceeding and we can expect that the penetration rate will keep increasing; secondly, in term of the frequency of mobile phone usage, a half of the surveyed candidates (25 out of 50 in total) actually perceive that they are heavy users in term of mobile phone daily usage; thirdly, regarding the frequently used functions, from the above table we can the two major fundamental functions of mobile phones, i.e. the SMS and voice calls are still the two most used functions despite the raise of other functions probably due to the emergence of the smart phones in the recent years. Following these two traditional functions, the game playing has become the third most used function among the listed 8 functions. Similarly, the functions provided by the smart phones such as the internet surfing and the photo taking (photo taking function is largely enhanced by the smart phones). Fourthly, from the table above showing the satisfaction level in general and detail features, in general only about half of the surveyed students are satisfied with their current mobile phone while the rest seem do not exhibit satisfaction about their current mobile phone. This in another way suggests that there are strong motives for the surveyed customers to change their mobile phone through future purchasing behaviors.

 

And regarding the gender differences in the above areas, we also observed two major differences: on one hand, female students are more likely heavy users of mobile phone than the male counterparts in term of a larger proportion of heavy users in their perception; on the other hand, regarding the general satisfaction level, there are more female surveyed students expressing their agreements and satisfaction with their current mobile phones. In addition, regarding the features of the mobile phone, male customers tend to prefer to use the mobile phone for game playing while the female counterparts prefer to use the mobile phone for internet surfing.

 

 

 

 

 

4.2.3            Part three: Adverting of mobile phone

Strongly disagree Disagree Neutral Agree Strongly agree Not sure
1 2 3 4 5 0

Marking scale

Chart 11 Effectiveness of adverting of mobile phone among male and female

 

In term of the marketing effectiveness of various kind of advertising, through the analysis of the answers to the 6 questions regarding how the candidates may perceive the advertisement in guiding their purchasing behaviors, in general we conclude that advertising of various forms are effective in directing the students to the certain brand of products shown in the ads and make them perceive the brands are better and more trusted than those not shown in any brands. Though male and female candidates have similar scores with each other, still we can observe from the above chart that there several key gender differences which could be rather obvious: First of all, male candidates agree more on the view that “Advertising result in better products for the public” which could be seen from the answers to the question no. 17 as more male counterparts agree that they believe that the advertising can bring in better products to the society; secondly, regarding the topic whether the advertised brands are more trustworthy, it is obvious that the female counterparts are more likely to add value to the brands in the ads while the male counterparts seem not much attach trust to them; thirdly, similarly female candidates are also more believing that ads could help with the decision making and also they will more likely to choose the brand if the ads are attractive to them; last but not least, male students tend to prefer to make purchasing decisions if the model shown in the ads are attractive to them. This means that the male students would love to based on their decision making on the exact model rather than being persuaded merely by the ad content factors such as the starts and so on.

 

4.2.4            Part four: Price

 

Chart 12 Effectiveness of adverting of mobile phone among male and female

 

In term of the pricing factors, we probe into several topics regarding the price of the last purchased mobile phone, and the reasonable price for a smart phone and so on, we have come to several findings. For example, when asked “With the popularity of the smart mobile phone, compared to the traditional mobile phone how much is the additional price that you think is acceptable for buying a smart mobile phone?”, as shown in the chart above, we can see that male surveyed candidates are willing to pay more for a smart phone that they prefer. Similar findings could also be found in term of the anticipated reasonable price for a smart phone in their mind as men are willing to pay a higher price than their female counterparts.

 

4.2.5            Part five: Future buying

 

In the last part of the survey, we examine the future purchasing behavior among the surveyed students in term of price factors, branding factors and functional features and so on. This section again reconfirms our previous findings such as male students are willing to pay more for the mobile phones and ads have more powerful influences over the female counterparts compared to the male students.

 

5.        Chapter five: Conclusions and implications

 

5.1    Conclusions

 

In term of the using of ads in persuading the customers into purchasing behaviors, as mentioned above, we have found out that it is obvious that the female counterparts are more likely to add value to the brands in the ads while the male counterparts seem not much attach trust to them, and the male candidates prefer to base their decision making on the model that is shown in the ads. In another word, the male counterparts are more rational in scanning the information obtained from the ads while the female counterparts are more likely to be sentimental and could make fast purchasing if the ads are attractive enough to them.

 

Though female candidates are more likely to be affected by the ads, male counterparts are actually more willing to pay additional price for a smart phone compared to the female students according to the survey. This in another word means that higher price could be charged on the mobile phones that are designed to target the male customers since they are less sensible to the price levels.

 

Thirdly, in term of the functionality of the mobile phone, even though traditional cell phone major functions such as voice call and SMS are still the most frequently used features, with the increasing popularity of the gaming and internet surfing related functions, it requires the new smart phones to integrate functions that are closed to a mini computer that supports unlimited extension of the functions. But some gender differences could also be identified such as gaming is more preferred by the male surveyed students compared to the female counterparts.

 

5.2    Suggestions

Based on the above analysis and conclusions, here we have several important suggestions that the mobile phone company especially the smart phone manufactures could follow.

 

First of all, for mobile phones that are targeting at the female customers, the price of the customers should not be too high since they tend to have more sensitivity compared to the male counterparts. In the ads of the mobile phone targeting at the female customers, they should be designed in such a way that they could be attractive and touching to the female customers. Regarding the product feature design, the mobile phone targeting at the female customers does not need to be high performing mobile phone but it does need to include the basic internet surfing functions.

 

Secondly, in contrast to the female counterparts, male customers have different purchasing behaviors and products targeting at the male customers need to adopt different product and marketing strategies. The mobile phones targeting at the male buyers need to have higher performance because the male customers’ preference for gaming and accordingly they would be willing to pay additional price for a more powerful mobile phone and hence the price could be higher relatively. In term of the advertising strategies, since as found out we have seen that male students are more rational in reading the information ads. More direct demonstration of the mobile phone model could be enough since other ad contents seem to be working less effectively to the male compared to the female counterparts.

 

Thirdly, while in the actual cases, the majority of mobile phones are designed to meet both the female and the male customers’ need. Therefore some balances need to be made. For example, a new phone could not be priced to high since female customers show high sensitivity to the high price, but male customers may tend to prefer smart phone with good hardware performance which tend to result in high cost of the phones.

 

 

Reference

 

bbc.co.uk 2012. Malaysia police fire tear gas at protesters. Accessed on 28 Apr 2012 [online] http://www.bbc.co.uk/news/world-asia-17878603

 

Bensoussan, B. E. & Fleisher, C. S. 2008, Analysis Without Paralysis: 10 Tools to Make Better Strategic Decisions. New Jersey: FT Press. p. 178

 

Callan, S. & Thomas, J. M. 2010, Environmental economics & management: theory, policy, and applications. Mason: South-Western Cengage Learning. p. 27

 

Guardian.co.uk 2011. Apple pips Exxon as world’s biggest company. Accessed on 28 Feb 2012 [online] http://www.guardian.co.uk/business/2011/aug/09/apple-pips-exxon-as-worlds-biggest-company

 

Lake, L. 2009. Consumer Behavior for Dummies. Hoboken, NJ: Wiley Publishing, Inc.

 

Lamb, C. W., Hair, J. F. & McDaniel, C. 2011, MKTG 5. Natorp Boulevard Mason, OH: South Western Cangage. p. 76

 

mbanotesworld.in 2009. Consumer decision-making process: Evaluation of alternatives. Accessed on 28 Feb 2012 [online] http://www.mbanotesworld.in/2009/10/consumer-decision-making-process.html

 

mier.org.my 2012. MALAYSIAN ECONOMIC OUTLOOK Accessed on 28 Feb 2012 [online] http://www.mier.org.my/outlook/

 

Mullen, B. & Johnson. C. 1990, The psychology of consumer behavior. New Jersey: Lawrence Drlbaum Associates, Inc., Publishers. p. 2

 

Ndubisi, N. O. 2006. Marketplace behaviour of Malaysian consumers. Volume 29, 1/2

 

pemandu.gov.my 2009. About us. Accessed on 2 Mar 2012 [online] http://www.pemandu.gov.my/

 

Pender, L. 1999. Marketing management for travel and tourism. London: Stanley Thornes Publisher Ltd.

 

Richmond, S. 2007, Malaysia, Singapore and Brunei. Singapore: Lonely Planet. p. 46

 

sensesofmalaysia.com 2009. Transportation. Accessed on 2 Mar 2012 [online] http://www.sensesofmalaysia.com/transportation.php

 

tutor2u.net 2010. Buyer behaviour – The decision-making process. Accessed on 2 Mar 2012 [online] http://tutor2u.net/business/marketing/buying_decision_process.asp

 

Usi.edu 2010. CONSUMER PREFERENCES. Accessed on 2 Mar 2012 [online] http://www.usi.edu/business/cashel/331/CONSUMER.pdf

virtualmalaysia.com 2010. Parliamentary Democracy. Accessed on 28 Feb 2012 [online] http://www.virtualmalaysia.com/visit_malaysia/government/political_system.cfm

Appendix 1.0 Sample of survey (answers are stated in each question)

 

Welcome to this survey regarding “A compare study on consumer preference of mobile phone in Kuala Lumpur”, please answer the following questions based on your own opinion. Thank you.

 

Part one: General information of the respondents

 

(1) Please select your gender:

 

A. Male (25)

B. Female (25)

 

(2) Please select your age group:

 

A. Under 15 (0)

B. 15 ~ 20 (12)

C. 21 ~ 30 (35)

D. 31 ~ 40 (3)

E. 41 ~ 60 (0)

F. 60 and above (0)

 

(3) Please select your education degree (the highest status currently possessed)

 

A. PHD (4)

B. Master (10)

C. Bachelor degree (9)

D. Diploma (12)

E. Certificate (5)

F. High School or below (10)

 

(4) How many years of working experience (including part time job) do you have?

 

A. Less than half year (28)

B. Half year to 1 year (10)

C. 1 year to 2 year (5)

D. 2 years and more (7)

 

(5) What is your monthly expense?

 

A. RM 1000 or below (7)

B. RM 1001 ~ RM 2000 (15)

C. RM 2001 ~ RM 3000 (23)

D. RM 3001 ~ RM 5000 (4)

E. RM 5001 ~ RM 10,000 (1)

F. RM 10,001 or above (0)

 

Part two: Mobile phone usage information

 

(6) How many mobile phones you have currently?

 

A. One (22)

B. Two (21)

C. Three (4)

D. Four or above (3)

 

(7) Do you have a smart phone?

 

A. Yes (35)

B. No (14)

C. Not sure (1)

 

(8) Are you using an iPhone currently?

 

A. Yes (16)

B. No (Jump to Question 10) (34)

C. Not sure (what is iphone?[1]) (0)

 

(9) Which generation of iPhone are you using?

 

A. iPhone 3G or 3Gs (4)

B. iPhone 4G (7)

C. iPhone 4Gs (5)

 

(10) What kind of mobile user are you?

 

A. Mobile phone heavy user (25)

B. Mobile phone medium user (13)

C. Mobile phone light user (9)

D. Not sure (3)

 

(11) What are the major purposes you use your mobile phone for? (Multiple choices)

 

A. Voice calls (47)

B. SMS (43)

C. Taking Photos (25)

D. Address book (24)

E. Calendar (22)

F. Internet surfing (32)

G. Calculator (12)

H. Game playing (31)

 

How do you find your current mobile phone in term of the following features?

 

(12) My mobile phone is convenient

 

A. Strongly disagree (10)

B. Disagree (3)

C. Neutral (7)

D. Agree (10)

E. Strongly agree (20)

 

(13) My mobile phone friendly

 

A. Strongly disagree (9)

B. Disagree (4)

C. Neutral (8)

D. Agree (13)

E. Strongly agree (16)

 

(14) My mobile phone have good battery that support long time usage

 

A. Strongly disagree (12)

B. Disagree (18)

C. Neutral (3)

D. Agree (10)

E. Strongly agree (7)

 

(15) My mobile phone has a lot of functions

 

A. Strongly disagree (16)

B. Disagree (6)

C. Neutral (3)

D. Agree (10)

E. Strongly agree (15)

 

(16) I am satisfied with my mobile phone in general

 

A. Strongly disagree (12)

B. Disagree (12)

C. Neutral (5)

D. Agree (6)

E. Strongly agree (15)

 

Part three: Adverting of mobile phone

 

The following questions in this part focus on researching on your perception of advertising and how advertisements of mobile phone influence your choice of purchasing.

 

(17) Advertising result in better products for the public

 

A. Strongly disagree (5)

B. Disagree (3)

C. Neutral (5)

D. Agree (12)

E. Strongly agree (23)

F. Not sure (2)

 

(18) Advertising gives me more choice in making brand purchase decision

 

A. Strongly disagree (7)

B. Disagree (5)

C. Neutral (3)

D. Agree (12)

E. Strongly agree (22)

F. Not sure (1)

 

(19) Advertised brand can be trusted more than those that are not

 

A. Strongly disagree (3)

B. Disagree (7)

C. Neutral (10)

D. Agree (10)

E. Strongly agree (8)

F. Not sure (12)

 

(20) Information from advertisement helps me in making brand purchase decision

 

A. Strongly disagree (6)

B. Disagree (3)

C. Neutral (7)

D. Agree (15)

E. Strongly agree (20)

F. Not sure (0)

 

(21) It is most likely that I would choose a certain band if I liked its advertisement

 

A. Strongly disagree (4)

B. Disagree (6)

C. Neutral (5)

D. Agree (10)

E. Strongly agree (24)

F. Not sure (1)

 

(22) It is most likely that I will choose a certain brand if I like how the model is portrayed in the ads

 

A. Strongly disagree (5)

B. Disagree (3)

C. Neutral (2)

D. Agree (12)

E. Strongly agree (28)

F. Not sure (0)

 

Part four: Price

 

(23) How much is your most recently purchased mobile phone?

 

A. RM1 ~ RM500 (2)

B. RM 501 ~ RM 1,000 (9)

C. RM 1,001 ~ RM 2, 000 (18)

D. RM 2,001 ~ RM 3,000 (13)

E. RM 3,001 ~ RM 5,000 (6)

F. RM 5,001 and above (3)

 

(24) What is the reasonable price for a smart phone in your opinion?

 

A. RM1 ~ RM500 (2)

B. RM 501 ~ RM 1,000 (9)

C. RM 1,001 ~ RM 2, 000 (14)

D. RM 2,001 ~ RM 3,000 (17)

E. RM 3,001 ~ RM 5,000 (5)

F. RM 5,001 and above (4)

 

(25) With the popularity of the smart mobile phone, compared to the traditional mobile phone how much is the additional price that you think is acceptable for buying a smart mobile phone?

 

A. RM1 ~ RM100 (3)

B. RM 101 ~ RM 200 (7)

C. RM 201 ~ RM 500 (13)

D. RM 501 ~ RM 1,000 (18)

E. RM 1,001 ~ RM 2,000 (6)

F. RM 2,001 and above (3)

 

(26) With the popularity of the iPhone series, compared to other smart mobile phone brands how much is the additional price that you think is acceptable for buying an iphone 4s (the most recent available iPhone model)?

 

A. RM1 ~ RM100 (1)

B. RM 101 ~ RM 200 (9)

C. RM 201 ~ RM 500 (15)

D. RM 501 ~ RM 1,000 (9)

E. RM 1,001 ~ RM 2,000 (13)

F. RM 2,001 and above (3)

 

Part five: Future buying

 

(27) How important do you think price factor is when making your next purchasing?

 

A. Extremely important

B. Important

C. Neutral

D. Not important

E. Very unimportant

 

(28) How important do you think branding is when making your next purchasing?

 

A. Extremely important

B. Important

C. Neutral

D. Not important

E. Very unimportant

 

(29) How important do you think the functional features of the mobile phone are when making your next purchasing?

 

A. Extremely important

B. Important

C. Neutral

D. Not important

E. Very unimportant

 

(30) How important do you think your next mobile phone need to be environmentally friendly?

 

A. Extremely important

B. Important

C. Neutral

D. Not important

E. Very unimportant

 

(31) Given the popularity of the iPhone series, compared to the other smart mobile phone brands how much is the additional price that you think is acceptable for buying an iphone 5 (the next generation of iPhone)?

 

A. RM1 ~ RM100

B. RM 101 ~ RM 200

C. RM 201 ~ RM 500

D. RM 501 ~ RM 1,000

E. RM 1,001 ~ RM 2,000

F. RM 2,001 and above

 

(32) What are the major functions to be strengthened in your next smart mobile phone? (Multiple choices)

 

A. Voice calls

B. SMS

C. Taking Photos

D. Address book

E. Calendar

F. Internet surfing

G. Calculator

H. Game playing

I. Others, please specify:

 

[1] The iPhone is a line of smartphones designed and marketed by Apple Inc, it is a combination of an iPod, a tablet PC and a cellular phone.