Submitted by: (team members in alphabetical order)

Ahmed Ali TahaHaytham Abdalla

Mohab FekryMohamed Al-Yamany

 Presented To:

Dr. Rania Mostafa

The tablet’s manufacturing scheme has been introduced by the Egyptian Ministry of Military Production together with the Ministry of Communications since 2010, and the product manufacturing process has been the responsibility of an Egyptian electronics manufacturer called Katron

The tablet is primarily intended for educational purposes; to be provided to the Ministry of Education at a subsidized price to encourage its use within

schools and universities. However, the product will also be launched to the general consumer market in the hope that it would be successful against

competitors

The “Inar” tablet is similar to other competing brands in its specifications: it weighs 750 grams, and comes equipped with a 9.7 inch screen, a USB port, and 3G and Wi-Fi support. Moreover, the device hosts two cameras – one on each side, and an Android 4.0 operating system. It also has a built-in memory of 8 GB, extendable up to 32 GB of additional storage capacity. The battery can last up to five hours of active usage, and up to 16 hours on standby. The tablet sells for 1,555 Egyptian Pounds, which is about 220 U.S dollars

Research Questions

1-What is the driving force behind the purchase of tablets in the Egyptian market?2-What are the consumers’ reactions towards tablets in general?3-What are the most important features consumers look for in tablets in general?4-Are the consumers aware of the Inar tablet, with its characteristics and specifications?5-What are the factors which will influence the purchase decision of Inar?

A-Is the fact that it is locally manufactured an influential factor?B-Will the price be an important factor in buying it?C-What is the most important benefit the product is seen to provide?

6-What are the consumers’ reactions towards Inar?7-Is the price of Inar reasonable compared to its features and specifications?8-Which brand is the main competitor of Inar?9-What improvements could make Inar better meet consumer needs and wants?

1-Determine the Egyptian market’s tablet consumption and purchase behavior2-Determine the main features Egyptians look for in tablets3-Determine to what extent consumers are aware of Inar4-Determine the factors which will influence Inar’s purchase decision5-Investigate how consumers will perceive Inar6-Discover what will consumers primarily use Inar for7-To know how Inar’s price is perceived relative to its specifications, as well as competitor prices8-To discover whether the current political situation will affect sales

1-Inar will succeed in the Egyptain market2-Consumers will buy Inar mainly for Internet browsing3-Inar will succeed with smaller age segments in urban territories4-Inar’s price will be the most influential factor in the purchase decision5-The operating system of a tablet is not one of the major features that affect consumer’s purchase decision

The Researchwe were able to collect data from around 80 respondents across Egypt. The data was collected via an online questionnaire created on Google Forms, and distributed to the masses through widely used social media platforms such as Facebook and Google Plus. Our data was collected over the span of 3 days, and thus the research sample can be considered a cross-sectional sample of the overall Egyptian consumer market.

The types of questions we used within the questionnaire were of a semi-qualitative/semi-quantitative nature. Mainly the objective of our research is to investigate and attempt to measure consumers’ perceptions and expectations towards Inar, therefore such investigative questions are naturally qualitative by nature

Research Questionnaire

"Inar" is the first tablet to be manufactured entirely on Egyptian grounds. This research, carried out by MBA students as part of a Marketing Research class, aims to investigate the impact Inar will have on the Egyptian consumer market by measuring consumers' perceptions and expectations towards the new product. If you are interested in helping us please do so by answering the questions below. The research is comprised of 34 questions and should take about 5 minutes to complete.We assure you that this research is entirely for educational purposes and will not be used for any promotional or marketing based activities.

Research Analysis

Respondent DemographicsAwareness and Perception

General Altitude towards Inar

Respondent Demographics

Respondent Demographics

Respondent Demographics

Respondent Demographics

Device main usage

Awareness and Perception

Awareness and Perception

Awareness and Perception

Awareness and Perception

Awareness and Perception

General Altitude towards Inar

General Altitude towards Inar

•Camera quality and GPS device absence won’t effect the success of the product

•Product must be priced lower than International brands•It image should be related to a military institution

• Product have a good chance to succeed