B.sc Research Full Document

8/11/2019 B.sc Research Full Document

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Course: Bachelor of Science (B.Sc) in Business Management,

University College Dublin, Ireland. (Mgt 14 Sri Lanka)

Module: Management Research Project

Submission: Research Paper Regarding the Management Research Project

Submitted by: K.T.D.Nisansala

UCD Student No: 10296085

Project Supervisor: Mr. Gajaba Gunawardena

Submission Date: 18 th March: 2012

Word Count: 4,986

I declare that all mater ial s in cluded in th is report are the end r esul t of my own work and

that due acknowledgements have been given i n the bibliography and references to al l

sour ces be they pri nted, electroni c or personal

Signature: .. Date: 18/03/2012

K.T.D.Nisansala

Student No: 10296085


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The Declaration of the Student

I declare that all materials included in this report are the end result of my own work and that

due acknowledgements have been given in the bibliography and references to all sources be

they printed, electronic or personal


K.T.D.Nisansala

Student No: 10296085

The Approval of the Supervisor

I am glad to approve this research paper which was done by K.T.D.Nisansala who was under

the supervision of me regarding the management research project module of the B.Sc

(Business Management) degree program, Batch 14.


Mr. Gajaba Gunawardena

Project Supervisor


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Table of Contents

Chapter 01 .................................................................................................................................. 1

Introduction ................................................................................................................................ 1

1.1 Research Topic ................................................................................................................. 1

1.2 Introduction to the topic ................................................................................................... 1

1.3 Background Study to the Research .................................................................................. 1

1.4 Research Problem (Problem Statement) .......................................................................... 6

1.5 Research Question ............................................................................................................ 6

1.6 Research Objectives (Significance of the Study) ............................................................. 6

Chapter 02 .................................................................................................................................. 7

Literature Review....................................................................................................................... 7

The Concept of Grey Markets ............................................................................................ 7

Distribution of Goods through Unauthorized Channels ......................................................... 7

Strategies that Manufacturers and Trademark owners have to craft for overcoming the

Threats from Grey Markets .................................................................................................. 8

Grey Markets in the Mobile phone industry with particular reference to Sri Lanka. ............ 8

The Nature, Extent and the factors affecting mobile phone users shift to the Grey Market .. 8

Strategies for regulating smuggling of grey market ............................................................... 9

Chapter 03 ................................................................................................................................ 10

Methodology ............................................................................................................................ 10

3.1 Conceptual Framework .................................................................................................. 10

3.2 Population and Sampling ............................................................................................... 10

3.3 Instrumentation............................................................................................................... 11

3.3.1 Instruments for collecting primary data................................................................... 11

3.3.2 Instruments for collecting secondary data ............................................................... 11

3.4 Method of Data Presentation .......................................................................................... 11


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3.5 Method of Data Analysis ................................................................................................ 11

3.5.1 Data Analysis Framework ....................................................................................... 11

3.6 Validity and Reliability of the Data Related to the Research ........................................ 12

3.6.1 Validity and Reliability of Primary Data ................................................................. 12

3.6.2 Validity and Reliability of Secondary Data ............................................................. 12

3.7 Scope and Limitations .................................................................................................... 12

3.7.1 Scope of the Research .............................................................................................. 12

3.7.2 Limitations of the Research ..................................................................................... 12

Chapter 04 ................................................................................................................................ 13

Research Findings .................................................................................................................... 13

4.1 Data presentation ............................................................................................................ 13

4.2 Data Analysis ................................................................................................................. 22

4.2.1 General data analysis on the sample ........................................................................ 22

4.2.2 Data analysis related to the significance of the study. ............................................. 24

Chapter 05 ................................................................................................................................ 29

Concussion ............................................................................................................................... 29

References

Bibliography

Appendices

Appendix 01: Annotated Bibliography

Appendix 02: Questionnaire related to the Survey of the study

Appendix 03: Plagiarism Test Certificate

Appendix 04: Supervisors Comment Form


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List of Figures

Figure 4.1 age distribution of the sample................................................................................. 22

Figure 4.2 gender distribution of the sample ........................................................................... 22Figure 4.3 geographic distribution of the sample .................................................................... 23

List of Tables

Table 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July) ........................................ 2

Table 1.2 Cumulative Number of Mobile Phones in Sri Lanka and its annual increment ........ 3

Table 1.3 Market shares of Top five Mobile Phone Brands (Approximate Values) ................. 4

Table 1.4 Sri Lankans Major importing percentage by origins ................................................ 5

Table 4.1 Data regarding the age category of the sample ........................................................ 13

Table 4.2 Data regarding the gender representation of the sample.......................................... 13

Table 4.3 Data regarding the representation of occupational type of persons in the sample .. 14

Table 4.4 Data regarding the representation of income level of persons in the sample .......... 14

Table 4.5 Data regarding the Geographical area of persons in the sample.............................. 14

Table 4.6 Data regarding the age distribution of the sample against the gender ..................... 15

Table 4.7 Data regarding the age distribution of the sample against the occupational type .... 15

Table 4.8 Data regarding the age distribution of the sample against the income level. .......... 15

Table 4.9 Data regarding the age distribution of the sample against the income level with

mentioning the occupational type. ........................................................................................... 16

Table 4.10 Data regarding the age distribution of the sample against the geographic area

related to the persons in the sample ......................................................................................... 16

Table 4.11 Data regarding first time users of a mobile phone in terms of the gender ......... 17

Table 4.12 Data regarding first time users of a mobile phone in terms of age category ...... 17

Table 4.13 Data regarding first time users of a mobile phone in terms income level .......... 17

Table 4.14 Data regarding the category of the mobile phone of the first time users ............... 18

Table 4.15 Data regarding the first time users of Phone with no Brand Name, no local agent

and having no country of origin in terms of income ................................................................ 18

Table 4.16 Data regarding the first time users of Phone with no Brand Name, no local agent

and having no country of origin in terms of geographical area ............................................... 18


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Table 4.17 Data regarding the factors affecting first time users to purchase a mobile phone in

grey market .............................................................................................................................. 19

Table 4.18 Data regarding the price range of the mobile phone related to the first time users

in the grey market. ................................................................................................................... 19

Table 4.19 Number of users who shifted towards grey markets in their last purchase ........... 19

Table 4.20 Number of users who shifted towards grey markets in their last purchase in terms

of the age category ................................................................................................................... 20


of the geographic area .............................................................................................................. 20

Table 4.22 Data regarding the factors affecting users to shift towards mobile phone in grey

market ...................................................................................................................................... 20

Table 4.23 Data regarding the price range of the mobile phone related to the Shifted users in

to grey market. ......................................................................................................................... 21

Table 4.24 the awareness of TRCSL approval on the quality and the health safeguards

relating to Mobile phones ........................................................................................................ 21

Table 4.25 Issues occur when increasing the number of mobile phones in Sri Lanka ............ 21

Table 4.26 Analysis on factor affecting mobile phone users to shift towards grey markets ... 26

List of Charts

Chart 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July) ........................................ 2

Chart 1.2 the number of mobile phones in Sri Lanka ................................................................ 3


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Acknowledgement

It is a great pleasure to acknowledge this research paper to my dear sir, Mr. Gajaba

Gunawardena in order to give him the best honor and respect for guiding me towards the

victory path of the research study.


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Executive Summary

This research is a study on Factors affecting mobile phone users to shift towards grey

markets. The research problem of the study stated that mobile phone users in Sri Lanka

visualized a significance trend of shifting towards mobile phones in grey markets since 2007

era. This problem statement leads the study for having a research question stated that What

are factors that motivate mobile phone users to shift towards Mobile Phones in Grey

Markets? The entire study depends on the research question and the research formulated

objectives to get answers for the research question. This guided the study to solve the

research problem of the study.

The study was supported by a comprehensive literature review regarding the concept of greymarkets and the other relevant marketing concepts were mentioned at the annotated

bibliography of the study attached in the appendices. Mentioning on the methodology of the

study, distributing questionnaires used as a survey method to collect primary data on the

study and the data was analyzed according to a developed manner by using simple statistics

in lights of the conceptual framework developed under Consumer Behavior Studies .

As major findings of the study, the research status that there are factors other than low price

levels motivate mobile phone users to shift towards mobile phones in grey markets and thestudy stated Offered Features as a highly motivating factor and the Appearances /

Attractiveness as a mod erate motivational factor. The study also discussed on the user

awareness regarding governments regulatory approval on the health and safeguard

conditions of mobile phones as well as users knowledge on the issues occur in relevant to the

rapid development of the number of mobile phones in the country. The research study

comprehensively discussed the purchasing behavior of mobile phone users in terms of their

age, gender, income level etc.

The research study was fulfilled its objectives and successfully answered to the research

question which directed the entire study to solve the research problem.


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Chapter 01

Introduction

1.1 Research Topic

Factors Affecting Mobile Phone Users to Shift towards Grey Markets

1.2 Introduction to the topic

The Mobile Phone and the mobile wireless cellular technology are playing a major role in the

modern society for fulfillment of the growing communication needs of the people. The term

Mobile Phone in this study means only the Hand sets (Hand held sets), specificallyexcluding other mobile phone devices such as CDMA and Car phones.

People in Sri Lanka have embraced the use of mobile phones so strongly, developing a

phenomenon into a culture. The rapid and continuous growth of the use of mobile phones by

Sri Lankans is seen by the phenomenal increase in the subscriber rate during the recent few

years. In 2009 the rate was 69.8 per 100 persons and in 2010 it was 83.5 (Central Bank

Annual Report, 2010, P.59). With the flooding of mobile phones related to grey markets in

late 2007, users visualized an extremely intense tendency to shift towards Mobile Phones in

Grey Markets (Lanka Business Online, 2010). That cause the rapid growth related to the

mobile phone usage in the country.

The research problem stated that most number of mobile phone users in Sri Lanka recently

shifted towards purchasing Mobile Phones in Grey Markets than purchasing mobile phones

available in Authorized distribution channels.

1.3 Background Study to the Research

Mobile Technology is one of the most rapidly developed technologies in the modern world.

With the emergence of the epoch making concept of Geostationary Satellite

Communication developed by Prof. Arthur C. Clerk in 1945, the wireless mobile technology

grew and developed dizzying heights. The mobile phone usage in Sri Lanka is being

increasing year by year and the best indicator for this is the Mobile Phone Subscriber Rate

The Subscribers per 100 persons for a mobile phone in Sri Lanka in 2009 were 69.8. But in

2010 it was 83.5 (Central Bank Annual Report, 2010)


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The history regarding the growth of mobile phone subscribers over the last 20 years

Year Subscribers Year Subscribers1992 2,664 2002 931,4031993 14,687 2003 1,393,4031994 29,182 2004 2,211,1581995 51,316 2005 3,361,7751996 71,029 2006 5,412,4961997 114,888 2007 7,983,4891998 174,202 2008 11,082,4541999 256,655 2009 14,262,4422000 430,202 2010 17,267,4072001 667,662 2011 July 18,176,030

Table 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July)

Source: Telecommunications Regulatory commission, Sri Lanka (2011)

Chart 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July)

Source: Telecommunications Regulatory commission, Sri Lanka (2011)

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

Mobile subscribers in Sri Lanka from 1992 to 2011(July)


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Cumulative Number of Mobile Phones in Sri Lanka and its annual increment

Year Cumulative Number of Mobile Phones Number of newly added

2006 5,412,000 ..

2007 7,983,000 2,571,000

2008 11,083,000 3,100,000

2009 14,264,000 3,181,000

2010 17,247,000 2,983,000

Table 1.2 Cumulative Number of Mobile Phones in Sri Lanka and its annual increment

Source: Central Bank Annual Report (2007/2008/2009/2010)

Chart 1.2 the number of mobile phones in Sri Lanka

Source: Authors work based on (Central Bank Annual Report, 2009, P.57) & (Central Bank

Report, 2010, P.59)

The above mentioned facts and figures prove the rapid increment of the usage of mobile

phones in Sri Lanka. The major reason for this was the occurrence of grey markets in late

2007 which that idea proved below.

0

2000000

4000000

6000000

8000000

10000000

1200000014000000

16000000

18000000

20000000

2006 2007 2008 2009 2010

The number of mobile phones in Sri Lanka


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The occurrence of grey markets as a factor of increasing the number of mobile phones

in Sri Lanka

The best selling mobile phone brand in Sri Lanka, Nokia faced a great challenge from

grey markets in 2010. People were attracted by the features offered by those products

for lower prices (Lanka Business Online, 2010).

The Market Share of conventional brands decreased while grey market increased it

shares in the Sri Lankan mobile phone industry.

Phone Brand Market Sharein 2007-08

Market Sharein 2008-09

Market Sharein 2010-11

Nokia 83% 60% 40 -45%

Samsung, LG, SonnyEricson and otherconventional brand

17% 20%-25% 15-20%

Mobile phones in greymarkets

N/A 15%-20% 40%

Table 1.3 Market shares of Top five Mobile Phone Brands (Approximate Values)

Source: Lanka Business Online with Softlogic (2010), Sudeep Nair, 2010 & Sunday Leader,

12th Nov: 2011

The reasons for occurring this rapid spreading of Grey Products are reducing import

duties and taxes on mobile phones by the government. Those advancements on thegrey mobile phone market of Sri Lanka motivated mobile phone users to shift towards

Grey Markets. (Sudeep Nair, 2010).

The below mentioned table illustrated Sri Lankas Major importing percentage by

origins. This will help to get an idea about how grey markets developed in Sri Lanka.

The imports regarding European region went down from 14% in 2005 to 11% in 2010

may reflects that the imports of mobile phones form Scandinavian region especially

Nokia from Finland and Motorola from Germany decreased.


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Table 1.4 Sri Lankans Major importing percentage by origins

Source: Central Bank Annual Report (2010, P.59)

The situation on China and Singapore is different than the Europe case that Chinese

imports increased from 7% in 2005 to 9% in 2010 and for Singapore imports

increased from 8% to 12%. Those import form those courtiers definitely got a high

concernable percentage of mobile phones and majority of those mobile phones from

china and Singapore related to grey markets.

The above mentioned arguments related to secondary sources proved that the rapid

advancement of grey markets motivated to increase the number of mobile phones in Sri

Lanka.

Country / Region Import Percentage in2005

Import Percentage2010

Europe Region 14% 11%USA 2% 1%

India 21% 19%Singapore 8% 12%China 7% 9%Asia Others 24% 18%Middle East 8% 14%Other 16% 16%


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1.4 Research Problem (Problem Statement)

The research problem stated that Most number of mobile phone users in Sri Lanka recently

shifted towards purchasing mobile phones in grey markets than purchasing conventional

mobile phones available in Authorized distribution channels .

1.5 Research Question

What are factors that motivate mobile phone users to shift towards Mobile Phones in Grey

Markets?

1.6 Research Objectives (Significance of the Study)

To get a comprehensive understanding about the newest trend of mobile phone users

in Sri Lanka on shifting towards mobile phones in grey markets.

To determine the factors affecting first time purchasers to prefer a mobile phone.

To determine the factors that affect mobile phone users to shift towards mobile

phones in grey markets other than purchasing products in authorized distribution

cannels.

To study on Prevention related to Health Hazards expose to radiation by using mobile

phones.

Studying the issues regarding the Growth of Mobile Phone Usage.


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Chapter 02

Literature Review

The purpose of presenting the literature review is to examine the current state regarding the

basic concepts of Grey Markets. The Review has sufficiently addressed itself on several key

issues and aspects of Grey Marketing pertaining the research question investigated in this

study. As such, the literature review mainly focuses on the following fundamental concepts

and applications.

The Concept of Grey Marketing

Effects of Emergence and Operations of Grey Markets

Grey Markets in the Mobile phone industry with particular reference to Sri Lanka.

The Nature, Extend and the factors affecting the shift to the grey market

Strategies for Regulating Smuggling of Grey Markets

The Concept of Grey Markets

A Grey Market goods and services are offered outside the original distribution channels

authorized by the manufacturer. Grey Market products are not necessarily duplicates or

imitations. It could still be the same genuine product from the original manufacturer.

Czinkota and Ronkainen (2003, P.357), Hill and Samil (1998, P.213), Cateora and Graham

(2008, P.622), Onkvisit and Show (1997, P.190) and Investopedia (2010)

Distribution of Goods through Unauthorized Channels

The undisputed identity of the grey market is that it is operating on unauthorized distribution

channels, and in addition the authentic products are offered at relatively cheaper prices by

jumping tariff walls (De Burca, Brown and Fletcher, 2004, P.416).

Cateora and Graham (2008, P.622) argued that if the price differences are greater than the

cost of transportation between countries, there is an obvious potential to occur grey markets.

They stressed that E Marketing also substantially affect the appearance of grey markets.

Because customers can see the price differences between similar products in different


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websites related to different firms. Cateora and Graham (2008, P.623) emphasized that

having an over production as well as maintaining an over distribution environment motivate a

product to be sold at the grey markets.

Strategies that Manufacturers and Trademark owners have to craft for

overcoming the Threats from Grey Markets

Maintaining a strong direct and a visible movement of goods from manufacturer to customer

(one price policy related to its supply of goods), producing different versions of products for

different markets and Launching Promotional Campaigns related to original trademark

products are appropriate strategies that support genuine manufacturers to defend the

challenges from grey markets.(Czinkota and Ronkainen, 2003, P.360).

Cateora and Graham (2008, P.622) suggested that price harmonization as a suitable strategy

of facing the challenge from the grey markets that grey markets exists because of the price

differences between original distribution channel and the grey markets.

Grey Markets in the Mobile phone industry with particular reference to

Sri Lanka.

The grey markets of the mobile phone industry in Sri Lanka were highly emerged with the

flooding of Chinese originated mobile phones in late 2007. In 2009 the number of newly

added mobile phones in Sri Lanka was 3,181,000 and among them 636,200 (approximately

20%) represented mobile phones in grey markets. In 2010, the number of newly added

mobile phones in Sri Lanka was 2,983,000 and within that number 1,193,200 (approximately

20%) phones related to Grey Market. This proves that grey markets invaded Sri Lankan

mobile phone industry.

Central Bank Annual Report (2010), Lanka Business Online (2010), Nokia Emerging Asia

Corp. interview with Sunday Leader (12th Nov: 2011) and Sudeep Nair, (2010).

The Nature, Extent and the factors affecting mobile phone users shift to the

Grey Market

Among the mobile phone owners of the country, people between 16 years to 35 years account

a higher proportion. The reason is that most of the persons representing this age group usemobile phones to connect to the internet for using social networks.


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As the high price conscious of Sri Lankan consumers, especially the young crowd on

purchasing mobile phones leads them to prefer mobile phones in grey markets. Because the

products in grey markets are relatively cheaper in price. Sri Lankan mobile phone users are

mostly demanding the price range of 3,000 LKR 3,500 LKR for buying a mobile phone and

there are products suited for this price range in grey markets. Attractive offered features for

low price levels motivate users to buy mobile phones in grey markets. The life expectation

for such mobile phones in grey markets is not exceeding one year. But most of the users

prefer of using a cheap mobile phone around one year and replace it.

Business Times (2010), Daily News (19/07/2010) and Lanka Business Report (04/03/2011).

Strategies for regulating smuggling of grey market

It is compulsory to get the TRCSL approval on the quality, health condition, and

electromagnetic capability of mobile phones before vending them to the users. This can be

concerned as an effective regulating strategy on preventing flooding of illegal as well as bias

mobile phones with health hazards to the country. Reducing tax rates on importing mobile

phones is a good strategy to tackle the challenge from grey markets. It will help the importers

who import conventional mobile phones to import more and more conventional products and

offer them to the customers for reasonable prices.

Business Times (2010) and Daily News (19/07/2010)


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Chapter 03

Methodology

3.1 Conceptual Framework

The conceptual framework of the research emphasizes the scientific method of analyzing the

collected data in a developed manner to get an answer for the research question of the study

What are factors that motivate mobile phone users to shift towards Mo bile Phones in Grey

Markets .

In this research study, the conceptual framework is the Consumer Behavior concept. The

consumer behavior concept is the study of the buying behavior of consumers on products and

services. The buying behavior of consumers is depended on many reasons such as the nature

of the products and services, price levels and the convenience of reaching the products and

services and the promotional activities which those aspects come under the 4Ps concept of

marketing. Those factors are the motivational factors for occurring buying behaviors on

consumers mindset.

So the conceptual framework of the research study Consumer Behavior is the foundation

for analyzing the collected data in a meaningful manner and determining the conclusions of

the study.

3.2 Population and Sampling

Population: The mobile phone users representing any age category

Sampling: The Mobile phone users representing the age group between 20 to 35years representing both urban and rural geographic areas.

Reason for Sampling in terms of user age: The researcher assumed that the shift

from one mobile phone to another can mostly be seen in the young crowed between

20 35 years.

Reason for Sampling in terms of geographic area: To get the attitudes of users in

terms of the geographical area which they live.


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3.6 Validity and Reliability of the Data Related to the Research

3.6.1 Validity and Reliability of Primary Data

The data which will be collected through questionnaires is valid to the study in terms of theirrelevancy point of view. By offering questionnaire for a focused sample, the study will get

the relevant data for proofing the hypothesis of the study.

3.6.2 Validity and Reliability of Secondary Data

The data related to secondary sources such as text books, journals, Government Publication

and the internet etc are valid and relevant to the study that those references are based on

responsible authorities. The researcher referred only what the study needs as data and as

literature.

3.7 Scope and Limitations

3.7.1 Scope of the Research

The scope of the research is to study the entire mobile phone industry in Sri Lanka in relevant

to the shifting behavior of mobile phone users towards grey markets.

3.7.2 Limitations of the Research

It is always better to study the trend of shifting of mobile phone users towards mobile phones

in grey markets in terms of the brands in grey markets. But it is a limitation to the study that

there are hundreds of brands in the grey markets and the idea on studying the shift trend on

particular brands is not practical at all.


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Chapter 04

Research Findings

This section addressed two major components related to the research study. They are data

presentation section and the data analysis sections on the study. In the data presentation

section, it mention the data gathered from the survey, the primary data regarding the study by

using data presentation methods such as graphs, figures and charts. In data analysis, the

results are been analyzed in a meaningful manner to prove the hypothesis.

4.1 Data presentation

Sample size: 60 persons representing the age gap of 20 years to 35 years in terms of the age

segmentation and representing both rural areas and urban areas in term of geographical

segmentation point of view.

Data regarding the age category of the sample.

Age Category Size from the sample of 60 Percentage related to thesample

20 Years to 24 Years 27 45%25 Years to 29 Years 18 30%

30 Years to 34 Years 15 25%

Table 4.1 Data regarding the age category of the sample

Source: Survey on the primary data collection

Data regarding the gender representation of the sample

Gender Category Size from the sample of 60 Percentage related to thesample

Male 33 55%

Female 27 45%

Table 4.2 Data regarding the gender representation of the sample



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Data regarding the representation of occupational type of persons in the sample

Occupational type Size from the sample of 60 Percentage related to thesample

Government Sector 09 15Private Sector 39 65

Self Employment 10 16.67 Non Employed 02 3.3

Table 4.3 Data regarding the representation of occupational type of persons in the sample


Data regarding the representation of income level of persons in the sample

Income level Size from the sample of 60 Percentage related to thesample

Less than 10,000/= 06 10

10,000 - 25,000 31 51.67

25,000 40,000 15 25

Over 40,000 06 10

Table 4.4 Data regarding the representation of income level of persons in the sample


Data regarding the Geographical area of persons in the sample

Geographical area Size from the sample of 60 Percentage related to thesample

Urban 36 60

Rural 24 40

Table 4.5 Data regarding the Geographical area of persons in the sample



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Data regarding the age distribution of the sample against the gender

Gender

Age Category

Male female

20 Years to 24 Years 15 12



Table 4.6 Data regarding the age distribution of the sample against the gender


Data regarding the age distribution of the sample against the occupational type

Occupational Type

Age Category

GovernmentSector

Private Sector SelfEmployment

NonEmployed

20 Years to 24 Years 3 18 4 2



Table 4.7 Data regarding the age distribution of the sample against the occupational type


Data regarding the age distribution of the sample against the income level.

Occupational Type

Age Category

Less than10,000/=

10,000 -25,000

25,000 40,000

Over 40,000

20 Years to 24 Years 06 13 05 01

25 Years to 29 Years - 12 03 03

30 Years to 34 Years - 06 07 02

Table 4.8 Data regarding the age distribution of the sample against the income level.



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Data regarding the age distribution of the sample against the income level with

mentioning the occupational type.

Keys: G- Government Sector, P- Private Sector, S- Self employment

Occupational Type

Age Category

Less than10,000/=

10,000 -25,000

25,000 40,000

Over 40,000

20 Years to 24 Years 06 (6P) 13 (P10,G3) 05 (P2, S3) 01(S1)

25 Years to 29 Years - 12 (P8,G2,S2) 03 (P2,S1) 03 (P2,S1)

30 Years to 34 Years - 06 (P3,G2,S1) 07 (P4,G2,S1) 02 (P2)

Table 4.9 Data regarding the age distribution of the sample against the income level with

mentioning the occupational type.


Data regarding the age distribution of the sample against the geographic area related

to the persons in the sample

Geographic Location

Age Category

Urban Rural




Table 4.10 Data regarding the age distribution of the sample against the geographic area

related to the persons in the sample



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Data regarding the factors affecting first time users to purchase a mobile phone

Factors affecting first time users to purchase amobile phone in grey market

Total Weighting Rank

Low Price Levels 1+1+1 = 3 1Offered Features 2+3+2 = 7 2Attractiveness (Appearances) 3+2+3 = 8 3Promotional Activities

Table 4.17 Data regarding the factors affecting first time users to purchase a mobile phone in

grey market


Data regarding the price range of the mobile phone related to the first time users in the

grey market.

Price Range Number of people

1000 LKR-2000 LKR -

2001 LKR 3000 LKR 2

3001 LKR-4000 LKR 1

Table 4.18 Data regarding the price range of the mobile phone related to the first time users

in the grey market.


Data regarding the number of users who shifted towards grey markets in their last

purchase

Number of users who shifted towards grey markets in theirlast purchase (Yes)

9

Number of users who did not shift towards grey markets intheir last purchase (No)

44

Table 4.19 Number of users who shifted towards grey markets in their last purchase



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purchase in terms of the age category

Age Category Person(s)

20 Years to 24 Years 725 Years to 29 Years 230 Years to 34 Years -


of the age category



purchase in terms of the geographic area

Geographic area Person(s)Urban 7Rural 2


of the geographic areaSource: Survey on the primary data collection

Data regarding the factors affecting users to purchase a phone in the grey market at

their last purchase

Factors affecting users to purchase a mobilephone in grey market by shifting

Total Weighting Rank

Low Price Levels 1+1+1+1+1+2+1+1+1 = 10 1

Offered Features 2+2+2+2+1+1+1+2+2 = 15 2Attractiveness (Appearances) 3+2+2+2+2+2+2+3+3 = 21 3Promotional Activities 3+3+3+3+3+3+2+2+3 = 25 4

Table 4.22 Data regarding the factors affecting users to shift towards mobile phone in grey

market



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Data regarding the price range of the mobile phone related to the first time users in the

grey market.

Price Range Number of people

1000 LKR- 2000 LKR 32001 LKR 3000 LKR 43001LKR -4000 LKR 2

Table 4.23 Data regarding the price range of the mobile phone related to the Shifted users in

to grey market.


Data regarding the awareness of TRCSL approval on the quality and the health

safeguards relating to Mobile phones

Know on TRCSL Approval regarding the quality and the health safeguardsrelating to Mobile phones (Yes)

25

Do not know on TRCSL Approval regarding the quality and the healthsafeguards relating to Mobile phones (No)

35

Table 4.24 the awareness of TRCSL approval on the quality and the health safeguards

relating to Mobile phones


Issues occur when increasing the number of mobile phones in Sri Lanka

health problems 37

tendency to occur traffic related to mobile network connections 07

leads and motivates to increase crimes in the country 13

misuses of mobile phones 11

Table 4.25 Issues occur when increasing the number of mobile phones in Sri Lanka



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4.2 Data Analysis

4.2.1 General data analysis on the sample

Analysis on the age distribution of the sample

The sample size of the survey is 60 and it was segmented in terms of the age and the

geographical area of mobile phone users. By looking at the sample, 45% of the sample is

representing the mobile phone users related to the age category of 20 years to 24 years. The

age category of 25 Years to 29 Years and 30 Years to 34 Years represents 30% and 25% of

the sample respectively.

Figure 4.1 age distribution of the sample

Source: Data Presentations from the survey

Analysis on the gender distribution of the sample

In the sample, 55% represent males while the rest 45% related to female.

Figure 4.2 gender distribution of the sample


20 years - 24years, 45%



Male, 55%

Female, 45%


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Analysis on the occupational type of persons in the sample

From the 60 persons interviewed, 15% represent the government sector while majority from

the private sector as 65%. 16.67% of persons in the sample are self employed while there

3.3% of unemployment.

Analysis on the monthly income level of persons in the sample

Those who employed in the sample, among them 10% are having a monthly income below

10,000 LKR. 51.67% of persons enjoy a monthly income between 10,000 LKR 25,000

LKR. 25% get 25,000 to 40,000 LKR as their monthly income while 10% of persons are

having a monthly income over 40,000 LKR.

Analysis on the geographical area representations of the sample.

60% of the persons in the sample represent urban areas while the rest 40% of persons

represent the rural areas.

Figure 4.3 gender distribution of the sample


Urban , 60%

Rural, 40%


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4.2.2 Data analysis related to the significance of the study.

The analysis on the first time mobile phone users

The survey stated that 11.6% of the sample represents first time mobile phone users. They all

belong to the age category of 20 years 24 years. From that user community most of them

will step at their early 20s that the first exposure to a mobile phone in Sri Lankan context can

be seen after the completion of the school education.

28.57 of the first time users of a mobile phone are female while the majority (71.43%) is

males. This may feels that males are more careful and willing to keep the things that they use

rather than female do.

28.57 of the first time users of a mobile phone are unemployed while the rest 71.43% are

employing. As stated earlier, most of the first time users may at their early 20s and they may

do their studies and so that no exposure to employment at all. But with the grown up of the

life, in the age around 22 years, they may do occupations by not continuing the studies

represents the rest 71.43% as the young working crowd

Among the employed first time users, 60% are receiving a monthly income level below

10,000 LKR. 40% enjoys a monthly income range of 10,000 LKR TO 25,000 LKR. As theyyoung, this will be the salary range that they will have.

Among the first time users, 42.85% of users are using a mobile phone related to grey market.

The rest of 57.14% use mobile phones in conventional market. By looking at the income

level of first time users who use mobile phone in grey market, 66.3% are enjoying a monthly

salary less than 10,000 LKR. So the low income level of first time users may motivate them

to prefer and purchase mobile phones in grey markets.

By concerning the geographic status of the first time users who purchase mobile phones in

grey markets, 66.6% of them representing the urban areas and the rest 33.3% represent the

rural areas. The reason for this may be the high availability of grey markets and the related

products in the vicinity of urban areas.

By looking at the price ranges of mobile phones related to grey markets in terms of the first

time users, 66.6% users are having a mobile phone priced between 2001 LKR 3000 LKR.

This reflects that they like on purchasing mobile phones in grey markets as they will be ableto purchase a mobile phone for a very less price.


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As an overall view of the factors affecting first time buyer to purchase a mobile phone,

57.14% say that low price levels is the highly motivating factor of them to be attracted to a

mobile phone. 42.85% of first time users say that they were highly motivated by the features

offered with the product. 71.42% of the first time users stated that they were less motivated

with the promotional activities of the grey markets. 57.14% says they were moderately

motivated by the appearance of the mobile phones in grey markets.

The analysis on mobile phone users who shifted towards mobile phones in grey markets

The survey stated that 88.33% of the sample represents mobile phone users who already had

subsequent purchases related to mobile phones

Among them 16.98% shifted towards mobile phones in grey markets. This may refer thestatistics of the improvement of the market share of mobile phones related to grey market. As

per the table 1.1 the market share of the grey market of mobile phone in the period of 2010 -

2011 was 40% approximately. This refers the purchases of the first time buyers and the

subsequent purchasers who shifted on purchasing mobile phones in grey markets.

Among the mobile phone users who shifted towards grey markets, 77.7% of them are related

to the age category of 20 years 24 years and 22.3% of the mobile phone users who shifted

to grey markets are related to the age category of 25 years to 29 years. There is no a

significance shifting behavior can be seen in the age category of 30 years to 34 years. So the

shifting nature towards mobile phones in grey markets can be mostly seen in the age category

of 20 years to 30 years. The subjective reasons for this are mentioned at the latter part of the

analysis.

Mentioning on the monthly income level of the mobile phone users who shifted towards

mobile phones in grey markets, 88.89% are receiving a monthly income level between10, 000

LKR to 25,000 LKR. The rest 11.11% enjoys a monthly salary range between 25,000 LKR

to 40,000 LKR. As can be seen above, 88.89% of users get a low middle income shifted

towards purchasing a mobile phone in grey market may be to save money from their salary

and to have a mobile phone with lot of features and facilities.

By looking at the geographic status of the mobile phone users who shifted towards mobile

phones in grey markets, 77.7% of them representing the urban areas and the rest 22.3%

represent the rural areas. This trend is like the same as it refers to the first time users ofmobile phones. The reason for occurring this kind of a situation will be like urban areas


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having the potential of promoting the mobile phones regarding the grey markets than rural

areas. People in rural areas may go for second hand conventional mobile phones for even for

cheaper price levels that the availability of mobile phones related to grey markets is too low

in rural environment.

Mentioning the mobile phones price ranges related to the mobile phone users who shifted to

the grey market in their subsequent purchase, 11.1% of the mobile phone users shifted

towards very cheap phones in the range of 2001 LKR to 3000 LKR. 22.2% of the mobile

phone users purchased a mobile phone in grey market in the price range of 3001 LKR to

4000 LKR. The rest 66.6% purchased mobile phones in grey markets in the price range of

4001 LKR to 5000 LKR. Not like in the situation of first time users, 66.6% of the shifted

users purchased mobile phones in the price range of 4001 LKR to 5000 LKR that theirincome level is much better than the first time users.

Now it is the time for analyzing the factors affecting mobile phone users to shift towards

mobile phones in grey markets. This is the most vital part of the data analysis section of the

study. This analysis will help to answer the research question and to prove the hypothesis of

the research study. The below mentioned table will help to evaluate the number of weight

assign for the factors listed at the questionnaire and to analyze ho those factors affect mobile

phone users to shift towards mobile phones in grey markets.

Keys for mean weight: 1 Highly motivational factor, 2 Moderate motivational factor, 3

Less motivational factor.

Factor Totalweight

assigned

Mean of theweight

assigned

Motivational level of the factoron shifting towards grey

marketsLow Price Levels 10 10/9 = 1.11 Highly motivational factor on

shifting users towards grey marketOffered Features 15 15/9 = 1.60 Between high and moderatemotivational status

Appearance /Attractiveness

21 21/9 = 2.3 Moderate motivational factor onshifting users towards grey market

Promotional Activities 25 25/9 = 2.78 Less motivational factor

Table 4.26 Analysis on factor affecting mobile phone users to shift towards grey markets

Source: Table 4.22


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According to the table the highly motivational factor for mobile phone users to shift to the

grey markets is the low price levels of mobile phones. This is a mentioned independent

variable related to the hypothesis of the research. The factor offered features got 1.6 in

mean value from the weight assigned as per the survey.

According to the defined keys of analyzing the table, the factor offered features is having a

strong motivational potential of motivating mobile phone users to shift towards purchasing

mobile phones in grey markets.

The factor Appearance / Attractiveness of the mobile phones in grey markets moderately

motivate mobile phone users to shift towards them. The factor got 2.3 in mean value from the

weight assigned as per the survey and as it close to the value 2 the factor moderately

motivate users on shifting grey markets.

The factor Promotional Activities is a less motivational factor for motivating mobile phone

users to shift towards grey markets as per the analysis from the table 4.22 that it got a mean

value of 2.78 which close to the value 3.

Data analysis on the mobile phone user awareness on TRCSL approval regarding thequality and the safeguard relating to mobile phones

58.33% of persons related to the sample is not aware on the TRCSL approval regarding the

quality and the safeguard relating to mobile phones. The percentage of not having the

awareness of TRCSL approval on mobile phones is high in number and this is not a better

situation that mobile phone users have to follow the regulatory approval of the Sri Lankan

government on mobile phones for ensuring the quality and the health safeguard of those

products.

Data analysis on the issues occurs when increasing the number of mobile phones in Sri

Lanka

The question was properly answered by 71.67% of the sample. Among them 86.04% say that

the issue regarding occurring health problems is the major issue by increasing the number of

mobile phones in Sri Lanka. Only 16.27% stated that there is a high tendency to occur traffic

related to mobile network connections can be occurred. 30.23% stated that the increment ofthe number of mobile phones in Sri Lanka leads and motivates to increase crimes in the


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29

Chapter 05

Concussion

The research study was conducted to find out the factors affecting mobile phone users to

shift towards grey markets. That research area is researchable that there is a reasonable

research problem stating most number of mobile phone users in Sri Lanka recently shifted

towards purchasing mobile phones in grey markets than purchasing conventional mobile

phones available in Authorized distribution channels.

The research problem leaded the study to formulate the research question as what factors do

mobile phone users motivate to shift towards purchasing mobile phones in grey markets and

the study was conducted by developing a hypothesis on the research for testing research

problem and to find out reasons for occurring the research problem. In order to prove the

hypothesis, the study was conducted as a primary research after setting objectives of the

research.

By looking at the major findings of the research study, first it focused on the first time users

of mobile phones. 11.6% of the sample represents first time mobile phone users and they

all represent the age category of age 20 -24. Among the first time users, 42.85% of users areusing a mobile phone related to grey market and with the urban representation of 66.6%.

Among them 66.6% users are having a mobile phone priced between 2001 LKR 3000 LKR.

Majority of first time users (57.14%) motivated to buy a mobile phone in grey market as the

price levels of the markets are low. 42.85% of first time users say that they were highly

motivated by the features offered with the product. Every 7 out of ten first time users stated

that they were not motivated for purchasing mobile phones in grey markets by the

promotional activities.

88.33% of the sample represents mobile phone users who already had subsequent purchases

related to mobile phones. Within that number 16.98% shifted towards mobile phones in grey

markets in their last purchase. 77.7% of the mobile phone users who shifted towards mobile

phones in grey market related to the age category of 20 years 24 years and 22.3% of the

mobile phone users related to the age category of 25 years to 29 years. Among the users

shifted towards grey markets, 88.89% related to a middle level monthly income of 10000


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McGraw Hill Inc

Central Bank of Sri Lanka, 2010. Annual Report 2010 , Colombo: CBSL.

Czinkota, M.R., and Ronkainen, I., 2003 . International marketing . 7 th Edition. Stanford:

South Western College

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de Burca, S., Fletcher, R. & Brown, L., 2004. International Marketing: An SME Perspective.

1st edition. Harlow: Pearson UK.

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Baker, W., Hutchinson, J.W., Moore, D. and Nedungadi, P., 1986. Brand Familiarity and

Advertising: Effects on the Evoked set and Brand Preference. [Online] Available at :<

http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1 > [Accessed 12 th Dec:

2011]

Baker, M.J., 2000. The Marketing Book. 4thedition. Delhi: Viva Books (Pvt) Ltd





Constantin, J.A., Evans, R.C. and Morris, M.L., 1976. Marketing Strategy and Management.

Michigan: Business Publications

Cravens, D.W., Hills, G.E. and Woodruf, R.B., 1987. Marketing Management. 2nd edition.

Irwin

Cravens, D.W., 1997. Strategic Marketing. 5 th edition. Irwin

Cunningham, W.H., Cunningham, I.C.M. and Swift, C.M., 1987. Marketing, a Managerial

Approach. 2nd Edition. Stanford: South Western Division of Thomson Learning

Evans, J.R., and Berman, B. 1984. Essentials of Marketing. New York: Macmillan

Publication

Evans, J.R., and Berman, B., 1990. Marketing 4e. 4th edition. New York: Macmillan

Frain, J., 1992. Principals and Practice of Marketing. Allahabad: Wheeler Publishers.

Gwin, C.F., 2009. The Brand Preference to Search Relationship: an Empirical Investigation

[pdf] Available at: < http://www.swdsi.org/swdsi2009/Papers/9N02.pdf > [Accessed 13th Dec:

2011]

Heldman, K., 2003. Project Management Jump Start. Delhi: BPB Publications
http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1http://www.swdsi.org/swdsi2009/Papers/9N02.pdfhttp://www.swdsi.org/swdsi2009/Papers/9N02.pdfhttp://www.acrwebsite.org/volumes/display.asp?id=6570&print=1


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Hindle, T., 2000. Guide to Management Ideas . London: Profile Books

Management Study Guide. 2011 . Brand Preference. . [Online] Available at [Accessed 05/12/2011]

May, P., 2001. Mobile Commerce: Opportunities, Applications and Technologies of Wireless

Business. Cambridge: Cambridge University Press

McCarthy, E.J., 1982. Essentials of Marketing . Irwin

Myers, J.H., 1986, Marketing . New York: McGraw Hill

Riffai, R., 2010. Sri Lanka Nokia agents tackle Chinese competition, Lanka Business Online,

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Schoell, W.F. and Ivy, T.T., 1982, Marketing: Contemporary Concepts and Practices,

Boston: Allyn and Bakers

Stantion, W.J., Etzel, M.J. and Walker, B.J., 1991. Fundimentals of Marketing . New York:

McGraw Hill

Sticky Marketing.net. 2011. Brand Loyalty. [Online] Available at < http://www.sticky-

marketing.net/glossary/brand_loyalty.htm > [Accessed 10/11/2011]

Sutherland, J. and Conwell, D., 2004. Key Concepts in Management . New York: Palgrave

Macmillan

Vaghefi, R., and Huellmantel, A.B., 1999. Strategic Management for the 21 st Century. CRC

Press

Vaid, H., 2003. Branding: Brand Strategy, Design and Implementation of Corporate and

Product Identity. New York: Watson Guptill Publications.

Wikipedia. 2011. Grey Market . [Online] Available at [Accessed 08/12/2011]
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Appendix 01

Annotated Bibliography

Baker, W., Hutchinson, J.W., Moore, D. and Nedungadi, P., 1986. Brand Familiarity and

Advertising: Effects on the Evoked set and Brand Preference. [Online] Available at :<

http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1 > [Accessed 12 th Dec:

2011]

The journal relates on studying the link between brand familiarity of customers and the

advertising which leads for awaking the concept - brand preference. The journal broadlydelivers the sub concepts regarding brand preference such as Brand Recognition, Brand

Recall etc which are more useful for a person who is studying on brand preference.

The journal was useful to the researcher for getting the basic literature regarding branding

and brand preference concept that the journal comprehensively stated the basics and the

complex areas of brand preference in a descriptive manner. The Journal mentioned the

definition for brand preference related to Obermiller (1985) as A greater average of liking

for brands. Obermiller (1985) further stated that there is a positive relationship between

brand preference and the advertising and the researcher understood advertising as a motivator

for occurring brand preference in customers buying behavior.

The arguments mentioned in the journals are very correct that generally if a brand is having

lot of advertising on it, the preference of customers towards buying and use that particular

brand will occur as in a quick movement that there will be a familiarity towards that brand

because of the advertising process.

Baker, M.J., 2000. The Marketing Book. 4thedition. Delhi: Viva Books (Pvt) Ltd

The text The Marketing Book is a book which got a simple as well as reader friendly layout

that the book itself divided into sections that reflect the basic concepts of the subject

marketing in a very descriptive manner. The text is supported with many examples as well as

it highlighted the main concepts and key learning points of marketing in an attractive userfriendly manner.
http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1


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there are lots of grey distribution channels operate. Researcher founded the documents

through NIBM Library.

Constantin, J.A., Evans, R.C. and Morris, M.L., 1976. Marketing Strategy and Management.

Michigan: Business Publications

The text is all about the strategic use of Marketing and it is well developed into sections that

give a reader a better understanding about the basic marketing concepts and their strategic use

for doing businesses in profits.

The researcher referred the branding section of the text which comprehensively described the

concept of branding with examples. The text argued that customer switch from one brand to

another brand that it happens when consumer is having dissatisfaction on that particular

brand.

The argument is correct that if a brand fails to give what the consumer needs, definitely there

will be a deviation of his or her purchasing decision from that brand to another one which

leads to occur brand preference on an another brand by ignoring the previously preferred one.

Cateora, P.R., Graham, J.L. and Salwan, P., 2011. International Marketing. 13 th edition. India:

McGraw Hill Inc

The book is on international marketing and it covers every related aspect of international

marketing with lot of real time real world examples.

Researcher used the text in order to study on the influences happened because of the grey

markets. The text itself mentioned on those issues as well as it mentioned its own definition

on Grey Market as A place where importers buy products from distributors in one country

and sell them in another to distributors who are not part of the manufacturers regular

distribution system . The text described the way of occurring grey markets and its flooding

pathway to the hands of customers with price differences. It mentioned the way of deviating

the flooding of commodities from the original distribution channels with the intervention of a

third party. The book keenly emphasized the issues regarding pricing goods internationally

because of grey markets.


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Cunningham, W.H., Cunningham, I.C.M. and Swift, C.M., 1987. Marketing, a Managerial

Approach. 2nd Edition. Stanford: South Western Division of Thomson Learning

This book is on the subject marketing and the way its applying to the managerial aspects of

the organizations such as decision making, Sales and Marketing Planning etc. The author,

William H. Cunningham is the professor of Marketing in University of Texas and he wrote

many books on marketing with all his experiences. Dr. Isabella Cunningham is another

author of the book and who is the wife of Professor William H. Cunningham. The other

Author Christopher Swift is a well known writer of marketing books in the United States.

The researcher used this book to get the basic literature on brand and branding concepts. The

text mentioned branding as the way of firm identifies itself to customers. The term or the

definition for branding is acceptable that it emphasizes how a firm reflects and be stand upon

others in order to visualize who they are in the industry. The book clearly mentioned the

objectives of branding a commodity which that cited by the researcher.

Czinkota, M.R., and Ronkainen, I., 2003 . International marketing . 7 th Edition. Stanford:

South Western College

The book is well developed into sections related to the concepts of international marketing

and it is a great referencing book that gives a hundred percent reader friendliness to the reader

and the examples in modern world as well as in past gives the idea that the book is up to date.

The authors Czinkota and Ronkainen are specialist in writing books related to international

marketing and management and they are capable for giving the knowledge for other on this

field.

The researcher used the book for getting the literature on the grey markets and it wassuccessful that the book provided a comprehensive meaning and definitions on that concept.

As per the text it defined a grey market as an authentic and legitimately manufactured

trademark items that are produced and purchased abroad but imported or diverted by passing

the designed channels . The text also defines a grey brand as products that enter markets in

ways not desired by the manufacturer.

The researcher agreed with the definition that grey market occurs when selling products from

the original manufacturer in a low price level but not in the original distribution channel. The


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text defined that concept in a descriptive manner which was useful to the researcher to

strength the literature review of the research.

de Burca, S., Fletcher, R. & Brown, L., 2004. International Marketing: An SME Perspective.

1st edition. Harlow: Pearson UK.

The Text is written on International Marketing and it gives a range of comprehensive

literature and supported examples for readers who are interested in studying the field of

International Marketing.

By referring the text, the researcher got a clear understand on the distribution of goods in the

international marketing arena. The text clearly defined what distribution of goods is and how

it happens in international marketing arena. The text further mentioned the concept of Grey

Distribution in International markets and recognized it as a new trend in doing marketing

internationally by unauthorized parties who are not related to authorize distribution channels

of the original manufacturers. Totally the text was really helpful to the researcher on getting

literature related to Grey distribution in international marketing.

Evans, J.R., and Berman, B. 1984. Essentials of Marketing. New York: Macmillan

Publication

The book is written on the fundamentals of marketing including the practical applications of

those marketing concepts to the real business and marketing world. Both Barry Berman and

Joel Evans are popular writers in marketing and they wrote about 15 books together regarding

the marketing concepts and retailing management.

The researcher used this book to refer the basic literature on brand and branding concept.

Berman and Evans (1984) argued that Consumers Brand decisions Leads with their

Preference level on that Brand. In here the brands decision means the purchasing decision on

a particular brand. So the idea regarding brands decision in the text stated that a high or a

satisfactory level of brand preference leads consumers to take the purchasing decision on that

brand.


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By using this text book, the researcher was able to do a valuable investigation on how brand

preference leads a customer for purchasing such a brand and the researcher understood that a

strong brand preference on a brand will motivate customer to occur repetitive purchases on

that brand which the idea mentioned at the text itself.

Evans, J.R., and Berman, B., 1990. Marketing 4e. 4th edition. New York: Macmillan

The book is on basic practical marketing which means it targets mostly the study on retailing

and whole selling in the marketing world. The text is descriptively mentioned on the grey

markets and their behavior on other authorized stakeholder communities. Telling on the

authors Evan and Berman are well known over years for writing marketing books togetherand their books are really practical that real time real life examples can be seen within the

books.

The researcher gets the maximum usage out of this book by citing the ideas from the book on

grey markets. It described how grey markets occurs, how they exists within the world of

marketing and the factors that cause grey markets to occur and ensure the existence in terms

of getting both short term as well as short term returns.

Frain, J., 1992. Principals and Practice of Marketing. Allahabad: Wheeler Publishers.

John Frain, a popular marker as well as an author who had written many books regarding

Marketing and this text is really helpful for the beginners who like to study marketing as a

major subject in their educational and professional carrier. The book consisted with the basic

principals of marketing such as market and marketing principals, Product and service

concepts, Marketing mix and segmentation form basics and branding Etc.

The text is very useful for the research study in terms of collecting literature regarding

branding and the authors explanations related to the basics of branding did in a very clever

and a simple manner. By referring the text, researcher was able to find out the history of

branding and how it came to the real world of marketing. As per the text the history of

Branding was imposing a mark or a symbol by burning a flesh of an animal or a slave

belongs to a land lord. By doing alike, a person can get the ownership of that particularanimal or the slave while others can get recognize the identity of that particular objective on


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that person. The text stated that in relevant to time the concept Branding stands for giving a

specific identity as well as an ownership for a product or service. By reading the text, a reader

can get a better understanding on the development of the marketing concepts on early 1990s.

Gwin, C.F., 2009. The Brand Preference to Search Relationship: an Empirical Investigation

[pdf] Available at: < http://www.swdsi.org/swdsi2009/Papers/9N02.pdf > [Accessed 13th Dec:

2011]

This is a research paper related to Brand Preference and the aim of this research was to find

out whether there is a relationship between brand preference and brand loyalty. The author,

Dr. Carol F. Gwin, a senior lecturer in marketing at the Pepperdine University, Los Angelsdid a marvelous job regarding working on this research paper that it gives the way of doing a

comprehensive research by adhering to a structured manner.

The research paper provides many definitions and discussions related to brand preference and

brand loyalty such as Ben Akiva et al. (1999), Rundle-Thiele and Mackay (2001), Odin et

al. (2001), Allenby and Lenk (1995) and etc and the definition of it owns which are really

valuable for this study. The literature review of the research paper is comprehensive enough

to address the reader regarding the relationship between brand loyalty and brand preference

with the high support of various literatures from various authorities and sources. As examples

the research paper mentioned the definition of Ben Akiva et al. (1999) on Brand Preference

as A comparative Judgment between entities and then described the inside of that definition

by the researcher herself.

Totally the research paper of Dr. Gwin was referred by the researcher in order to assess the

link between brand loyalty and brand preference and also to understand the two concepts

separately. The research paper was capable enough to give what the researcher expected.

Heldman, K., 2003. Project Management Jump Start. Delhi: BPB Publications

The book is written on the basic or the fundamentals of Project Management and it is helpful

for the students who are studying project management as a subject and it is too helpful for

company executives whose area is tally with project management concepts. The author KimHeldman is a certified project management professional who wrote many popular texts on
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Project Management and this book is reflecting his ability of spreading his knowledge all

around the world that requires the project management knowledge.

The researcher used this text to get an idea on the trend analysis and the book itself

mentioned a comprehensive definition regarding Trend Analysis as Analyzing project

results periodically to determine whether the project performance is improving or getting

worse. The definition itself describes trend analyzing involving analyzing set of results from

a period of time and to check whether there is a trend or not and if there is a trend check

whether it is a positive or increasing trend or a decreasing or a negative trend. The trend

analysis is a must to study in order to recognize the brand preference trend of mobile phone

users in Sri Lanka towards mobile phones in grey markets.

Hindle, T., 2000. Guide to Management Ideas . London: Profile Books

The Book, Guide to Management Ideas is a book which covers every aspect of Management

in fundamentals point of view. It describes the basic concepts of general management,

marketing, sales etc. The Author Tm Hindle is a well known writer and editor and he popular

in the business field with his editorial works in the Magazines The Banker and The

Economist. He used all his experiences towards writing the book.

The marketing section of the book mentioned some basics on branding as well which helped

the researcher to get some idea based on this authority regarding the branding concept. The

text itself mentioned a definition for branding as Imposing on goods and services for getting

a distinctive Identity . The definition introduced branding as a tool of ma king identity of a

commodity within other competitive commodities as per the text. Those definitions and ideas

helped the researcher to organize his literature review on the topic.

Investopedia. 2011. Grey Market . [Online] Available at < http://www.investopedia.com/ >

[Accessed 08/12/2011]

Investopedia is a web based area for investing finance and education and there are lots of

materials available at the web site regarding many subject areas in management studies while

anyone can access the website without a single penny.
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Researcher used the web site, Investopedia to get a definition regarding Grey Market and was

able to catch a definition for grey market mentioned as A place where a product is bought

and sold outside of the manufactur ers authorized trading channel. The researcher is fully

agreed with what the definition says that more authoritative text books such as Cateora and

Graham (2008) etc defines grey market as alike. Researcher got knowledge on the legal as

well as ethical aspects of grey markets through the usage of Investopedia. According to the

site it stated that grey markets are totally legal and cannot be concerned as black markets but

in business etiquette point of view, it is an unacceptable practice which harms the original

manufacturer.

Management Study Guide. 2011 . Brand Preference. . [Online] Available at [Accessed 05/12/2011]

Management Study Guide is a free site which is consisted with free tutorials on management

studies and it is really great to have such web based facilities that it is very easy to use and

more comfort on using it. The web layout is appropriate and descriptive for users to finds and

study what they wish and want.

The site was useful for the researcher to find out the importance of brand image concept and

brand image concept was described at the site as the current view of the custom ers about a

brand and it is acceptable that an image is a mental creation of humans on something

available in physical and brand image is the same. Argument on brand image regarding

mentioned in the site is relevant to the researchers facts finding missi on on branding

concepts.

May, P., 2001. Mobile Commerce: Opportunities, Applications and Technologies of Wireless

Business. Cambridge: Cambridge University Press

The Author Paul May was successful with his effort of presenting the idea regarding Mobile

commerce and its usage of applying the concepts of mobile commerce to the practical

scenarios in the modern competitive business world. The book is written in an order which is

comprehensive towards giving a better understanding regarding the basics of Mobile

Commerce, The development of the concept of Mobile Phone, the practical applications of
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mobile phones etc and by following the layout of the book, a reader will be able to get the in-

depth knowledge on the concept Mobile Commerce from initial or basics to major concepts.

The text Mobile Commerce: Opportunities, Applications and Technologies of Wireless

Business is relevant to the research in terms of its literature point of view that the research is

all about mobile phones, development of mobile phones and how the applications of mobile

phone technology drives people to use mobile phones. The text provides the basics of those

mentioned points regarding the research. The text mentioned the way of converting the world

towards a mobile world in a very short time with the rapid advancement of the mobile and

information technology and which those ideas helped the researcher to understand how the

world is running within a mobile based technology in terms of fulfilling the communication

and technology needs of the general world.

McCarthy, E.J., 1982. Essentials of Marketing . Irwin

The book is related to the basic theories of marketing and it mentions the way of applying

those theories in to practice. Book is perfect with the layout and the examples given in the

text is helpful to understand the concept in a clear manner. The author, Jerome McCarthy is

an active marketer in US and he got the capability of presenting his experiences and

knowledge through publishing this book.

The researcher used this book to find out some literature regarding branding concept.

Especially the definition for brand preference is very useful to the researcher in order to make

strong the literature review of the research. As it mentioned at the text Brand preference is

choosing a brand over another Brand Perhaps one of habit or past experience. Thats true

that preferencing is liking over another and that cause past experiences as well which are the

motivators for selecting one brand over another.

Myers, J.H., 1986, Marketing . New York: McGraw Hill

The text is on basic marketing concepts. The text is suitable for the readers who are at the

initial stage of their bachelors degree in marketing or general management. Telling regarding

the Author, James Mayors is a well known author regarding marketing books and he


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Samil, A.C., and Hill, J.S., 1998. Marketing Globally Planning and Practices. Chicago:

NTC Business Books

The book is all about the way of doing marketing in global context. Marketing is not limited

for a destination but it is embracing the entire globe, as the book states. The book gives more

and more examples to prove those and a reader who is referring this book will be able to

catch all the important elements that are involving in the global marketing arena.

The researcher used this book to get the knowledge on grey markets and grey marketing. The

definition on grey market was helpful to the researcher in order to develop the literature

review with the concept Grey Market. As per the text Grey market is a place where there

can be seen an involuntary entry mode for product whose prices are very significantly from

one market to anothe r. Researcher got the practical aspects and influences of grey markets

after studying the example regarding the grey market of world famous Watch Brand Seiko.

The text mentioned that high quality Seiko watches are selling at USA through better jewelry

shops and department stores with warranties. But in Kenya there are same products for very

low prices which those products reach the Kenyan market through an unauthorized

distribution channel.

Those kinds of real world examples mentioned in the text helped the researcher to understandhow grey markets invaded the world of marketing in the recent past.

Schoell, W.F. and Ivy, T.T., 1982

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