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7/21/2019 Research Proposal on brand Equity
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Research proposal
7/21/2019 Research Proposal on brand Equity
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Topics to be presented
Company introduction
Back ground of the problem
Research objectives
Hypothesis
Research design
How will we do it?
Sampling technique
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Topics to be presented
Sample sie
Respondents profile
!nstrument
Resources required
"ime period
Budget
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Samsung Introduction Samsung #lectronics has been a leader of
technological and social change and developmentfor the past $% years& "hey have continued totransform their ways of doing business'developing new technology' cultivating human
resources and taking the lead in digitalconvergence& "he ()st century marks a new starting point for
Samsung #lectronics* second $% years of doingbusiness&
Samsung #lectronics manages four strategicbusinesses in the following fields+ Home' ,obile'-ffice .etwork and Core Components&
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Cont,d Samsung #lectronics has (/ production
subsidiaries' $0 sales subsidiaries and (% branchoffices around the world including .orth 1merica'#urope' Southeast 1sia' Central 1sia' China' theC!S and 2atin 1merica
Samsung #lectronics* brand value is 3&/billion
4S5 6(%%)7& Samsung entered 8akistani market in )99$&
5igital :orld 8vt limited has taken countrydealership in )999&
;actory of the Samsung is in Rawalpindi&
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Background of the problem
Samsung had conducted a brand equitysurvey and is intending to launch a newadvertising campaign for its new mobile
phone line& "o validate the previousfindings and inquire about the possibilitiesof the upcoming effort<s effectivenessthey are conducting this research&
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SGH-T100 SGH-N62
0
SGH-R220
SGH-A200
SGH-A110 SGH-
N200SGH-A100
SGH-A400
SGH-M1
SGH-A300
SGH-N1
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Research objectives !nquire about 1wareness of the Samsung
mobile phone advertising and to what levelthe awareness has risen&
"o check the effectiveness of the Samsungmobile phone advertising
"o check the understanding of theSamsung mobile phones ads&
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Statement of the problem
"o analye the advertising effectiveness ofSamsung mobile phone and also study the
consumer<s perception about the Samsungadvertising&
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Hypothesis
:e assume that =%> of the respondents
are aware of the advertising of theSamsung&
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Research design
5escriptive research
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Ho ill e do it! ;irst we analye the brand awareness of the
Samsung mobile phones' like out of total
respondents how many respondents are actually
aware of the Samsung mobile phones&
1fter awareness analysis we will measure theimportance of advertising in purchase decision ofthe mobile phone&
:e will analye :hat is the !nfluence ofadvertising@ in purchase decision of the mobilephone
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Ho ill e do it! :e will study the overall trend of the
market and analye what are theupcoming needs of the segment&
:e will be trying to find out the mediavehicle preferences&
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Sampling techni"ue
:e are using .onAprobability sampling in
which we will use Convenience sampling
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Sample si#e
)%% respondents
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Respondent$s pro%le
0% males 1ge 6)3A$07
0% females 1ge 6)=A$07
Social class 1 and B
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Instrument uestionnaire
Sample questions
D) when you think of mobile phone which
brand comes to your mind first?
6a7 EEEEEEEEEEE
6b7 EEEEEEEEEEE
6c7 EEEEEEEEEEE6d7 EEEEEE EEEEE
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D(
when you think about advertising for mobile
phone which brand<s advertising comes to
your mind first ?6a7 EEEEEEEEEEE
6b7 EEEEEEEEEEE
6c7 EEEEEEEEEEE6d7 EEEEEEE EEEE
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D$
:hat is the importance of the advertising in
the purchase decision of the mobile phone?
Fery not at all
important important
) ( $ / 0
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D/
:hat about the advertising of the Samsung
mobile phones as compared to otherbrands?
Fery good
Good 1verage
.eutral
8oor
Fery poor
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D0
8lease rate the understanding of the Samsung
mobile phone advertising?
easily difficult tounderstandable understand
) ( $ / 0
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D3
:hich factor you consider more important in8urchase of a mobile phone? 6"ick all if apply7
;eatures
8rice
"rend or fashion
Brand loyality
1dvertising
-thers 6please specify7EEEEEEEEEEEEEEE
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Resources re"uired
0 field researchers
-ne computer
-ne printer
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Time period 5eveloping questionnaire ( 8reAtesting the questionnaire )
1pproval of the questionnaire )
"raining of field staff )
5ata collection $
"abulation of data (
8reparation of report (
8resentation and feed back meeting )
"otal days )$
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Budget
uestionnaires 6)%%$%%7 Rs&$%%'%%%
"rainers fee Rs&)%'%%%
"otal Rs&$)%'%%%