Olivia TaDeni ProtoJustin SongRobert HuynhKalit Chantachitpreecha

Marketing Intelligence Attitude Survey

Team 1

Introduction

Research Question: Are consumers’ attitude towards Samsung affected by consumers’ opinion of their competition?

Objectives: ● What phones are consumers preferring and using?● Why are consumers using their preferred mobile device?

a. Brand Loyalty, Geographics, Brand Benefits ● Would consumers use a Samsung phone?● What are the demographic profiles of consumers?

a. Male vs. Female Preferenceb. Age vs. Design Preference

Design: Descriptive Analysis

Fun Facts

○ Samsung currently holds the most market share in the cellular market

○ Their market share for 2014 Q1 is at 31.2%, down from 32.4% in 2013 Q1.

• Samsung’s market share has declined 1% from last year due to

tougher competition with Apple and other cellular companies

○ Samsung has sold 319 million units of in 2013 vs. Apple has sold 153

million units

○ As of November 26th, Samsung is looking to buy back $2 billion worth of

stocks in order to create a higher return

• A result from declining profits

Consumer Preference

a) What phones are consumers using?

b) What phones are consumers preferring?- 80% of the people we surveyed use either a Samsung phone or an Apple phone

- Apple is the preferred phone brand for consumers

Why are consumers using their preferred mobile device?

What are the reasons why you like your current phone?

1. Display2. Operating System3. Interface4. Camera Quality

What would cause you to switch over to Samsung?

1. Quicker Response Time2. Longer Battery Life

Geographic Area

Question: How important people in different areas find with brand names, how do people attribute to brand names when purchasing phones

Ho: Group means are equal (importance of brand name when buying a phone is not different across cities)

Ha: At least two group means are statistically significantly different (Importance of brand name when buying a phone is different at least across two cities)

Result: Since Sig. (.027) is less than 0.05, we REJECT the Ho. Therefore, at least two group means are statistically significantly different (Importance of brand name when buying a phone is different at least across two cities). 1: Least Important 3: Important 5: Most

Important2: Somewhat Important 4: More Important

Consumer Perceived Value

Method 1: We test the hypothesis by determining the 95% confidence interval for the percentage of the population that would buy a Samsung phone if the cost was $250

28 ± 1.96 x √(26 x 74)/5028 ± 1.96 x 6.228 ± 12.1515.85% , 40.15%

The confidence level includes 30%,so the hypothesis is supported. We can conclude that people would be interested in purchasing and using a Samsung phone if the asking price was $250.

Method 2: Ho: π = 30%Ha: π ≠ 30%

Z=(p-π)/Sp = (28-30)/6.2 = -.322Z is < 1.96 at 95% confidence level. Therefore, we FAIL to REJECT the Ho. Our assumption is correct.

Brand Benefit

Ho: The means for both Apple and Samsung users that think their phones make their lives easier is equalHa: The means for both Apple and Samsung users that think their phones make their lives easier is statistically significantly different.

Result: The mean difference is .49. Using Levene’s Test, the Sig. value is .282, which is > 0.05, and the Sig. (2 tailed) value is .183 and .178, which means we fail to reject the null hypothesis.

Demographics: Males vs. Females

Question: Do males or females prefer using applications from Android?

Ho: Group means are equal (Preferences are not different between males and females)

Ha: Group means are statistically significantly different (Preferences are different across males and females)

Result:

○ The means are quite similar (5.87 and 5.37). ○ Since the Sig.(2-tailed)(.543,.523) is more

than 0.05, we FAIL to REJECT the Ho. ○ Therefore, the preferences of males and

females of using applications on Android are the same.

Demographics: Age vs. DesignQuestion: Do older or younger people prefer

iOS or Android?

Ho: There is no association (Correlation)

Ha: There is a statistically significantly association (Correlation)

Result:Android: The correlations (-.265) fall into the

very weak range, so there is some correlations between the variables. We can conclude that it is slightly possible that as the age group goes down, the preference for Android goes up.

iOS: The correlations (-.099) shows that preference with iOS have little correlation with age. Thus, it means that every age group likes iOS.

Conclusion○ Apple is the preferred phone brand for consumers

○ Most of the people would switch to using Samsung because a quicker

response time and a longer battery life.

○ People’s attributes for brand names are different among the cities

○ One third of the respondents would be interested in purchasing and using

a Samsung phone if the asking price was affordable

○ IPhone and Samsung users both think their phones make their lives easier

○ Preference for Android platform is neutral for males and females

○ The older the age group gets, the less they prefer Androids

○ All age groups like the iOS platform

Weakness and Future Research

○ Larger, more representative sample

○ Sample from other states

○ Larger pool of questions

○ Voluntary response bias

Any Questions?