report on mobile preference

8/16/2019 Report on mobile preference

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CHAPTER 1

RESEARCH METHODOLOGY

Introduction

'roblem Statement

$iterature Reie"

Summar& of $iterature Reie"

Research #b/ecties

0&(othesis

Im(ortance6benefits of the stud&

Research 1esin

Sam(lin Frame 1ata Collection

1ata anal&sis

Research 7ualifications

!udet

Schedule

1.1 INTRODUCTION

*enerall& food, cloth, shelter are basic necessities of human bein, !ut in this modern era "e

can add on M#!I$E to the definition of basic necessities% Mobile "as basicall& made for the

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The& further noted that :The


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ne" technical features% Mobile (hone adertisin has lon been based on elicitin (ro(erties and

abbreiations e%%, *'RS, E1*E, and !luetoothB that are full& understood onl& b& technolo&

sa& consumers% Therefore, more attention should be (aid to educatie adertisin and

mar+etin% The im(ortance of the reseller becomes constantl& more im(ortant as "e are enterin

the smart (hone era;meanin that (hones hae so man& (ro(erties and features that users need

both hands8on instructions and better (ost (urchase serice than before%= The researchers finall&

concluded that man& factors, such as leislation and international differences in culture for

instance, definitel& hae an im(act on results%

Me'8!'a%/ Ha'


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A+a$r a%& R>+e: (2*11 suested that consumer attributes, brand imae and band

a"areness are the antecedents of brand (reference% !rand (reference is :the e)tent to "hich the

customer faors the desinated serice (roided b& his or her (resent com(an&, in com(arison to

the desinated serice (roided b& other com(anies in his or her consideration set=%

S$r e, a+. (2*11 arued that different factors such as brand (restie, (h&sical characteristics

of the brand, users e)(erience "ith the brand, (rice, (remiums, (ac+ain , habits, uarantees ,

recommendation b& famil&, friends and e)(erts, adertisin and dis(la& noelt&, s(ecial

characteristics of the manufacturer can influences consumers brand choice%

Ma+4':a e, a+ (2*13 said about brand (reference on the basis of research conducted on the

Factors Influencin Consumer-s 'urchase 1ecision to"ards Smart(hones in Indore% The basic

(ur(ose of the research is to identif& the +e& factors "hich hae a dominatin effect on the

consumers- minds "hile ma+in a (urchase of Smart(hone% The collected data "ere anal&sed

and inter(reted usin chi8s9uare, reliabilit& anal&sis, Factor anal&sis, Confirmator& Factor

Anal&sis% It "as found that data is reliable for factor anal&sis% The measurement model suested

four factors (rice, brand (reference, social influence and features hain a dominant influence on

the (urchase decision of consumers in Indore%(PRATI"

)#.N S)a%,#rk4ka. G/( 2*11 on their research on Chinese Consumer !ehaior in the

Mobile 'hone mar+et ; 4o+ia Case described that the successful strateies of 4o+ia to become a

brand mobile are "or+in "ith the locals, maintainin customer satisfaction, offerin dierse

(roduct (ortfolio, establishin stron brand imae, (rioriti5in


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Wa%7/ We% C)e%7/ e,.a+ ( 2**9 described the adantaes of creatin a hih deree of brand

reconition from his stud& :Consumin Research on !rand Reconition on Mobile 'hones

'urchase in !ei/in= Accordin to them @ Firstl&, brand reconition en/o&s the adantae of the

consumers "hen the& o sho((in% For e)am(le, some (eo(le "ant to eat hamburers meal3

Mc1onaldHs hamburers ma& be the (referred o(tion%

The second benefit is that in an& case it "ill affect consumer choice% For e)am(le, "hen

customers lac+ of moties of choosin brands, the& "ill choose oods accordin to the brand

reconition%

In addition, "hen consumers are unable to distinuish bet"een the different brands "hen the&

hae to be enaed in the (urchase, brand reconition is often the ma/or driin force for

(urchase decisions% It is an interestin fact% Sometimes customers "ant to +no" "hich brands are

the best 9ualit&, but because of their lac+ of +no"lede or e)(erience, the& often cannot ma+e

/udments, such as hih (recision technolo& (roducts% In most cases, the& "ould sim(l& ote

for those brands the& are most familiar "ith%

Finall&, "e must reconi5e that brand reconition is a (rere9uisite for the formation of brand

imae% Enhance brand reconition for the 9ualit& of a brand3 it is conducie to the enhancement

of the brand imae% (DHRUVI"A

1.6 SUMMARY O? LITERATURE REVIEW

The literature (roided a broad, com(rehensie, s&stematic reie" of scholarl& (ublished

documents and (ersonal communication for the stud&% The (ublication on brand a"areness,

brand (erce(tion and (reference, consumer bu&in behaiors such as articles, re(orts, boo+s ,

4e"s(a(er, 'am(hlets, !oucher, (ublication stud&, re(ort and ne"s "ere included in the

literature reie", "hich referred in the stud&%

1.; RESEARCH OB-ECTIVES

PRIMARY OB-ECTIVES

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% To stud& the attributes considered b& students "hile choosin a (articular Mobile sets%

% To identif& the attributes and factors "hich influence the selection of (articular !rand of

mobile%

J% To stud& the im(ortance of brandin and its influence on consumers bu&in behaior%

SECONDARY OB-ECTIVES

% $in+in Mobile brand (references "ith status6$eel of (eo(le%

% To com(are the ender differences "hile choosin cellular sets%

1. HYPOTHESIS 0D@ 'reference in a mobile (hone and ender of res(ondent are not related%

0@ 'reference in a mobile (hone and ender of res(ondent are related

0D@ 'rice "illin to (a& for a mobile (hone and ae rou( of res(ondent arenot related%0@ 'rice "illin to (a& for a mobile (hone and ae rou( of res(ondent are

related%

0D@ Mobile brand used currentl& and "hat made &ou choose this brand arenot related%

0@ Mobile brand used currentl& and "hat made &ou choose this brand are

related%

0D@ 0o" man& cell (hones are &ou usin and "hat "ill &ou be "illin to

(a& for mobile are not related%

0@ 0o" man& cell (hones are &ou usin and "hat "ill &ou be "illin to

(a& for mobile are not related%

1.5 IMPORTANCE @ BENE?ITS O? STUDY

Mobiles (hones are the most tal+ed thins these da&s% It has become a necessit& after food "ater

shelter% Throuh this stud& "e "ill be able to +no" the taste and (references of the bu&ers in

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conte)t of a((lications in mobile (hones, mobile (references, budet (lannin of bu&ers

reardin mobile%

1. RESEARCH DESIGN

TYPES O? RESEARCH

A00+'e& reear) Solution or action oriented research that is conte)tual and (ractical in

A((roach%0ere "e are conductin a((lied research in order to find out solution about (resent

customer (roblems and re9uirements%

SUB TYPE O? APPLIED

"e are conductin research throuh 1escri(tie studies b& o(tin for sam(le sure& method% Aescri(tie stud& is one in "hich information is collected "ithout chanin the enironment i%e%,

nothin is mani(ulatedB% Sometimes these are referred to as :correlation= or :obserational=

studies%1escri(tie studies can inole a one8time interaction "ith rou(s of (eo(le cross8

sectional stud&B or a stud& miht follo" indiiduals oer time lonitudinal stud&B%

1.9 SAMPLING ?RAME

Sa$0+e S'e D res(ondentsSa$0+e U%', students and arious "or+in (rofessionalsSa$0+'%7 Area AhmedabadSa$0+'%7 Te)%'#e Random sam(lin techni9ue

1.1* DATA COLLECTION

'rimar& data "ill be "ill be collected b& framin of 9uestionnaires and ta+in out end results%

Secondar& data ma& also be used b& referrin (reious studies conducted b& other researchers%

1.11 DATA ANALYSIS

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1ata "ill be anal&ses b& usin MS8EXCE$ and S'SS%

1.12 RESEARCH QUALIFICATIONS

.e all are the students of business manaement and "e had (ursued bachelor deree% .e

are K students conductin this (ro/ect re(ort%

1ar(an 'atel has com(leted !%Com from *u/arat Uniersit& and (ursuin M!A from

*$S8ICT%

'rati+ *andhi has com(leted !%E% from *u/arat Technoloical Uniersit&% 0e is

(ursin M!A from *$S8ICT%

2&oti Sharma has com(leted !%Com from *u/arat Uniersit& and (ursuin M!A from

*$S8ICT%

Siddharth Lansara has com(leted !%Com from Ahmedabad Uniersit& and (ursuin M!A from

*$S8ICT%

0ail& Shah has com(leted !%Com from M%S% Uniersit& and (ursuin M!A from

*$S8ICT%

1hrui+a Mistr& has com(leted !%Com from M%S% Uniersit& and (ursuin M!A from

*$S8ICT%

1.13 BUDGET

Follo"in is the estimated budet for conductin research

'ARTICU$ARS Total

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'rints of 9uestionnaire D

'etrol cost DDD

Total D

1.16 SCHEDULE

1, >eek 're(aration of 7uestionnaire%2%& >eek collectin data from res(ondents and arranin it in a s&stematic manner%3r& >eek once data is arraned s&stematicall&, ealuation and anal&sis "ill be done and

re(orts "ill be formed%

6,) >eek re(orts formed "ill be studied for launchin of ne" featured mobile set%

CHAPTER 2

INDUSTRY OVERVIEW

1efinition of cellular6mobile (hone

The lobal cellular industr&

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Telecom industr& in India

0istor& of Indian telecommunication TRAI (Te+e$ re7#+ar',: a#,)r',: I%&'a

2.1 DE?INITION O ? CELLULAR@MOBILE PHONE

The Ce++#+ar ,e+e0)%e commonl& Gmobile (honeG or Gcell (honeG or Ghand (honeGB is a lon8

rane, (ortable electronic deice used for mobile communication% In addition to the standard oice

function of a tele(hone, current mobile (hones can su((ort man& additional serices such asSMS for te)t messain, email, (ac+et s"itchin for access to the Internet, and MMS for sendin

and receiin (hotos and ideo% Most current mobile (hones connect to a cellular net"or+ of base

stations cell sitesB, "hich is in turn interconnected to the (ublic s"itched tele(hone net"or+

'ST4B the e)ce(tion is satellite (hones% Cellular tele(hone is also defined as a t&(e of

short8"ae analo or diital telecommunication in "hich a subscriber has a "ireless connection

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from a mobile tele(hone to a relatiel& nearb& transmitter% The transmitterHs s(an of coerae is

called a cell% *enerall&, cellular tele(hone serice is aailable in urban areas and alon ma/or

hih"a&s% As the cellular tele(hone user moes from one cell or area of coerae to another, the

tele(hone is effectiel& (assed on to the local cell transmitter% A cellular tele(hone is not to be

confused "ith a cordless tele(hone "hich is sim(l& a (hone "ith a er& short "ireless connection

to a local (hone outletB% A ne"er serice similar to cellular is (ersonal communications serices

'CSB%

2.2 THE GLOBAL

CELLULAR INDUSTRY

The lobal mobile (hone industr& is based on man& different manufacturers and o(erators% Theindustr& is based on adanced technolo& and man& of the manufacturers are o(eratin in different

industries, "here the& use their technoloical s+ills, distribution net"or+, mar+et +no"lede and

brand name% Four lare manufacturers of mobile (hones are toda& dominatin the lobal mobile

(hone industr&3 4o+ia, Son& Ericson, Samsun and A((le %In addition to these com(anies there are

man& manufacturers that o(erate loball& and locall&%

2.3 TELECOM INDUSTRY IN INDIA

The telecom industr& is one of the fastest ro"in industries in India% India has nearl& DD million

tele(hone lines ma+in it the third larest net"or+ in the "orld after China and USA%.ith a

ro"th rate of , Indian telecom industr& has the hihest ro"th rate in the "orld%Much of the

ro"th in Asia 'acific .ireless Telecommunication Mar+et is s(urred b& the ro"th in demand

in countries li+e India and China%IndiaNs mobile (hone subscriber base is ro"in at a rate of

O%%China is the biest mar+et in Asia 'acific "ith a subscriber base of O of the total

subscribers in Asia 'acific%Com(ared to that India-s share in Asia 'acific Mobile (hone mar+et is

K%% Considerin the fact that India and China hae almost com(arable (o(ulations, India-s lo"

mobile (enetration offers hue sco(e for ro"th%

2.6 HISTORY O? INDIAN TELECOMMUNICATION

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Started in O "hen the first o(erational land lines "ere laid b& the oernment near Calcutta

seat of !ritish (o"erB% Tele(hone serices "ere introduced in India in OO% InOOJ tele(hone

serices "ere mered "ith the (ostal s&stem% Indian Radio3 Telera(%

Com(an& IRTB "as formed in PJ% After inde(endence in PQ, all the forein

telecommunication com(anies "ere nationali5ed to form the 'osts, Tele(hone and Telera(h

'TTB, a mono(ol& run b& the oernmentHs Ministr& of Communications% Telecom sector "as

considered as a strateic serice and the oernment considered it best to brin under stateHs

control%

The first "ind of reforms in telecommunications sector bean to flo" in PODs "hen the (riate

sector "as allo"ed in telecommunications e9ui(ment manufacturin% In PO, 1e(artment of

Telecommunications 1#TB "as established% It "as an e)clusie (roider of domestic and lon

distance serice that "ould be its o"n reulator se(arate from the (ostal s&stemB% In POK, t"o

"holl& oernment8o"ned com(anies "ere created@ the Videsh Sanchar 4iam $imited VS4$B

for international telecommunications and Mahanaar Tele(hone 4iam $imited MT4$B for

serice in metro(olitan areas%

In PPDs, telecommunications sector benefited from the eneral o(enin u( of the econom&%

Also, e)am(les of telecom reolution in man& other countries, "hich resulted in better 9ualit& of

serice and lo"er tariffs, led Indian (olic& ma+ers to initiate a chane (rocess finall& resultin in

o(enin u( of telecom serices sector for the (riate sector% 4ational Telecom 'olic& 4T'B PP

"as the first attem(t to ie a com(rehensie road ma( for the Indian telecommunications

sector% In PPQ, Telecom Reulator& Authorit& of India TRAIB "as created% TRAI "as

formed to act as a reulator to facilitate the ro"th of the telecom sector% 4e" 4ational

Telecom 'olic& "as ado(ted in PPP and cellular serices "ere also launched in the same &ear%

Telecommunication sector in India can be diided into t"o sements@ Fi)ed Serice 'roider

FS'sB, and Cellular Serices% Fi)ed line serices consist of basic serices, national or domestic

lon distance and international lon distance serices% The state o(erators !S4$ and MT4$B,

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account for almost PD (er cent of reenues from basic serices% 'riate sector serices are

(resentl& aailable in selectie urban areas, and collectiel& account for less than (er cent of

subscri(tions% 0o"eer, (riate serices focus on the business6cor(orate sector, and offer reliable,

hih8 end serices, such as leased lines, IS14, closed user rou( and ideoconferencin%

Cellular serices can be further diided into t"o cateories@ *lobal S&stem for Mobile

Communications *SMB and Code 1iision Multi(le Access C1MAB% The *SM sector is

dominated b& Airtel, Vodfone8Essar, and Idea Cellular, "hile the C1MA sector is dominated b&

Reliance and Tata Indicom% #(enin u( of international and domestic lon distance tele(hon&

serices are the ma/or ro"th driers for cellular industr&% Cellular o(erators et substantial

reenue from these serices, and com(ensate them for reduction in tariffs on airtime, "hich alon

"ith rental "as the main source of reenue% The reduction in tariffs for airtime, national lon

distance, international lon distance, and handset (rices has drien demand%

2.; TRAI( TELECOM REGULARITY AUTHORITY O? INDIA

The entr& of (riate serice (roiders brouht "ith it the ineitable need for inde(endent

reulation% The Telecom Reulator& Authorit& of India TRAIB "as, thus, established "ith effect

from Dth Februar& PPQ b& an Act of 'arliament, called the Telecom Reulator& Authorit& of India

Act, PPQ, to reulate telecom serices, includin fi)ation6reision of tariffs for telecom serices

"hich "ere earlier ested in the Central *oernment%

TRAIHs mission is to create and nurture conditions for ro"th of telecommunications in the countr&

in a manner and at a (ace "hich "ill enable India to (la& a leadin role in emerin lobal

information societ&% #ne of the main ob/ecties of TRAI is to (roide a fair and trans(arent (olic&

enironment "hich (romotes a leel (la&in field and facilitates fair com(etition%

In (ursuance of aboe ob/ectie TRAI has issued from time to time a lare number of reulations,

orders and directies to deal "ith issues comin before it and (roided the re9uired direction to the

eolution of Indian telecom mar+et from a *oernment o"ned mono(ol& to a multi o(erator multi

serice o(en com(etitie mar+et%

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The TRAI Act "as amended b& an ordinance, effectie from 2anuar& DDD, establishin a

Telecommunications 1is(ute Settlement and A((ellate Tribunal T1SATB to ta+e oer the

ad/udicator& and dis(utes functions from TRAI% T1SAT "as set u( to ad/udicate an& dis(ute

bet"een a licensor and a licensee, bet"een t"o or more serice (roiders, bet"een a serice

(roider and a rou( of consumers, and to hear and dis(ose of a((eals aainst an& direction,

decision or order of TRAI%

CHAPTER 3

COMPANY OVERVIEW

1. A((le

2. 4o+ia

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3. Samsun

6. Son& Ericsson

3.1 APPLE

A00+e I%. is an American multinational cor(oration head9uartered in Cu(ertino,

California, that desins, deelo(s, and sells consumer electronics, com(uter soft"are, online

serices, and (ersonal com(uters% Its best8+no"n hard"are (roducts are the Mac line of

com(uters, the i'od media (la&er, the i'hone smart(hone, and the i'ad tablet com(uter% Its

online serices include iCloud, iTunes Store, and A(( Store% A((leHs consumer soft"are

includes the #S X and i#S o(eratin s&stems, the iTunes media bro"ser, the Safari "eb

bro"ser, and the i$ife and i.or+ creatiit& and (roductiit& suites%

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A((le "as founded b& Stee 2obs, Stee .o5nia+, and Ronald .a&ne on A(ril , PQK, to

deelo( and sell (ersonal com(uters% It "as incor(orated as A00+e C$0#,er/ I%. on 2anuar&

J, PQQ, and "as renamed as A((le Inc% on 2anuar& P, DDQ, to reflect its shifted focus to"ards

consumer electronics%

A((le is the "orldHs second8larest information technolo& com(an& b& reenue after Samsun

Electronics, and the "orldHs second8larest mobile (hone ma+er after Samsun% Fortune

maa5ine named A((le the most admired com(an& in the United States in DDO, and in the

"orld from DDO to D% #n Se(tember JD, DJ, A((le sur(assed Coca8Cola to become the

"orldHs most aluable brand in the #mnicom *rou(Hs G!est *lobal !randsG re(ort% 0o"eer,

the com(an& has receied criticism for its contractorsH labor (ractices, as "ell as for its o"n

enironmental and business (ractices%

As of 2une D, A((le maintains retail stores in fourteen countries, as "ell as the online

A((le Store and iTunes Store, the latter of "hich is the "orldHs larest music retailer% A((le is the

larest (ublicl& traded cor(oration in the "orld b& mar+et ca(itali5ation, "ith an estimated

mar+et ca(itali5ation of K billion b& 2anuar& D% As of Se(tember P, D, the com(an&

had Q,ODD (ermanent full8time em(lo&ees and J,JDD tem(orar& full8time em(lo&ees "orld"ide%

Its "orld"ide annual reenue in DJ totaled QD billion% As of 7 D, A((leHs fie8&ear

ro"th aerae is JP for to( line ro"th and for bottom line ro"th% In Ma& DJ, A((le

entered the to( ten of the Fortune DD list of com(anies for the first risin (laces aboe its

D ran+in to ta+e the si)th (osition% Accordin to the D edition of the Interbrand !est

*lobal !rands re(ort, A((le is the "orld-s most aluable brand, "ith a alue of US O%P

billion%

3.2 NO"IA

In OK, an enineer named Fredri+ Idestam established a "ood8(ul( mill and started

manufacturin (a(er in southern Finland near the ban+s of a rier% Those "ere the da&s "hen there

"as a stron demand for (a(er in the industr&, the com(an&-s sales achieed its hih8sta+es and

4o+ia re" faster and faster% The 4o+ia e)(orted (a(er to Russia first and then to the United

Lindom and France% The 4o+ia factor& em(lo&ed a fairl& lare "or+force and a small

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communit& re" around it% In southern Finland a communit& called 4o+ia still e)ists on the

rierban+ of Em+os+i%

Finnish Rubber .or+s, a manufacturer a Rubber oods, im(ressed "ith the h&dro8 electrcit&

(roduced b& the 4o+ia "ood8(ul( from rier Em+os+iB, mered u( and started sellin

oods under the brand name on 4o+ia% After .orld .ar II, it ac9uired a ma/or (art of the Finnish

Cable .or+s shares% The Finnish Cable .or+s had ro"n 9uic+l& due to the increasin need for

(o"er transmission and telera(h and tele(hone net"or+s in the .orld .ar II% *raduall& the

o"nershi( of the Rubber .or+s and the Cable .or+s com(anies consolidated% In PKQ, all the

J com(anies mered8u( to form the 4o+ia *rou(% The Electronics 1e(artment enerated J of

the *rou(-s net sales and (roided "or+ for KD (eo(le in PKQ, "hen the 4o+ia *rou( "as

formed%

In the beinnin of PQD, the tele(hone e)chanes consisted of electro8mechanical analo s"itches%

Soon 4o+ia successfull& deelo(ed the diital s"itch 4o+ia 1X DDB thereb& re(lacin the (rior

electro mechanical analo s"itch% The 4o+ia 1X DD "as embedded "ith hih8leel com(uter

lanuae as "ell as Intel micro(rocessors "hich in turn allo"ed com(uter8controlled tele(hone

e)chanes to be on the to( and "hich is till date the basis for 4o+ia-s net"or+ infrastructure

Introduction of mobile net"or+ bean enablin the 4o+ia (roduction to inent the 4ordic Mobile

Tele(hon&4MTB, the "orld-s er& first multinational cellular net"or+ in PO% The 4MT "as

later on introduced in other countries% Ver& soon *lobal S&stem for Mobile Communication

*SMB, a diital mobile tele(hon&, "as launched and 4o+ia started the deelo(ment of *SM

(hones% !einnin of the PPD brouht about an economic recession in Finland% Rumour has it that

4o+ia "as offered to the S"edish telecom com(an& Ericsson durin this time "hich "as refusedB

1ue to this 4o+ia increased its sale of *SM (hones that "as enormous% This "as the main reason

for 4o+ia to not onl& be one of the larest but also the most im(ortant com(anies in Finland% As (er

the sources, in Auust PPQ, 4o+ia su((lied *SM s&stems to P o(erators in J countries%

Slo"l& and steadil&, 4o+ia became a lare teleision manufacturer and also the larest information

technolo& com(an& in the 4ordic countries% 1urin the economic recession the 4o+ia "as

committed to telecommunications% The DD series of the (roduction "as so successful that ins(ite

of its oal to sell DD,DDD units, it marellousl& sold D million% 'resentl&, 4o+ia is the number

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(roduction in diital technoloies, it inests O% of net sales in research and deelo(ment% Also

has its annual 4o+ia *ame%

3.3 SAMSUNG

The Sa$#%7 Gr#0 is the "orldHs larest conl o m er a te% It is South LoreaHs

larest ch a ebol and com(osed of numerous international b u si n e s se s , all united under the

Samsung brand, includin Samsun Electronic s , the "orldHs larest e l ectronics com(an&%

S a msun 0ea & Industr i es, one of the "orldHs larest s hi(b u ilders and S a msun Eni n eerin

Construc t io n , a ma/or lobal construction com(an&%

The Samsung brand is the best +no"n South Lorean brand in the "orld and in DD, Samsun

oertoo+ 2a(anese rial So n & as the "orldHs leadin cons u mer electronics brand and became (artof the to( t"ent& lobal brands oerall% It is also the leader in man& domestic industries, such as

the financia l , ch e m ica l, retail and entertai n m e nt industries% Samsuns stron influence in South

Lorea is isible throuhout the nation, and is sometimes called the Re(ublic of Samsun%

The PPDs sa" Samsun rise as an international cor(oration% 4ot onl& did it ac9uire a number of

businesses abroad, but also bean leadin the "a& in certain electronic com(onents% S a msunHs

construction branch "as a"arded a contract to build one of the t"o 'etronas T o"ers in Mal a & s ia ,

T ai(ei D in T ai"an and the !ur/ 1ubai in United Arab E m ira t es founded b& Callum CuirtisB,

"hich is the tallest structure eer constructed% In PPK, the Samsun *rou( reac9uired the

Sun + & un+"an Uniers i t & foundation% In PPJ and in order to chane the strate& from the

imitatin cost8leader to the role of a differentiator, $ee L un8he e , $ee ! & un 8 chull -s successor, sold

off ten of Samsun *rou(Hs subsidiaries, do"nsi5ed the com(an&, and mered other o(erations to

concentrate on three industries@ electronics, enineerin, and chemicals Samsun ElectronicsB%

3.6 SONY ERICSON

Son& Ericsson Mobile Communications is a lobal (roider of mobile multimedia

deices, includin feature8rich (hones, accessories and 'C cards% The (roducts combine (o"erful

technolo& "ith innoatie a((lications for mobile imain, music, communications and

entertainment% Ericsson Mobile Communications "as established in DD b& telecommunications

21 | P a g e

http://var/www/apps/conversion/tmp/scratch_5/%5Chhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Chaebolhttp://en.wikipedia.org/wiki/Chaebolhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Samsung_Electronicshttp://en.wikipedia.org/wiki/Samsung_Electronicshttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Samsung_Heavy_Industrieshttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://var/www/apps/conversion/tmp/scratch_5/%5Chhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Consumer_electronicshttp://var/www/apps/conversion/tmp/scratch_5/%5Chhttp://en.wikipedia.org/wiki/Chemical_substancehttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Entertainmenthttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://en.wikipedia.org/wiki/Petronas_Towershttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Taipei_101http://en.wikipedia.org/wiki/Taiwanhttp://en.wikipedia.org/wiki/Burj_Dubaihttp://en.wikipedia.org/wiki/Burj_Dubaihttp://en.wikipedia.org/wiki/United_Arab_Emirateshttp://var/www/apps/conversion/tmp/scratch_5/%5Chhttp://en.wikipedia.org/wiki/Lee_Kun-heehttp://en.wikipedia.org/wiki/Lee_Byung-chullhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Chaebolhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Samsung_Electronicshttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Samsung_Heavy_Industrieshttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://var/www/apps/conversion/tmp/scratch_5/%5Chhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Consumer_electronicshttp://var/www/apps/conversion/tmp/scratch_5/%5Chhttp://en.wikipedia.org/wiki/Chemical_substancehttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Entertainmenthttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://en.wikipedia.org/wiki/Samsung_Engineering_%26_Constructionhttp://en.wikipedia.org/wiki/Petronas_Towershttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Taipei_101http://en.wikipedia.org/wiki/Taiwanhttp://en.wikipedia.org/wiki/Burj_Dubaihttp://en.wikipedia.org/wiki/United_Arab_Emirateshttp://en.wikipedia.org/wiki/United_Arab_Emirateshttp://var/www/apps/conversion/tmp/scratch_5/%5Chhttp://en.wikipedia.org/wiki/Lee_Kun-heehttp://en.wikipedia.org/wiki/Lee_Byung-chullhttp://var/www/apps/conversion/tmp/scratch_5/%5Ch


22/58

leader Ericsson and consumer electronics (o"erhouse Son& Cor(oration% Son& Ericsson (roducts

hae uniersal a((eal and are different in the +e& areas of imain, music, desin and a((lications%

The com(an& has launched (roducts that ma+e best use of the ma/or mobile communications

technoloies, such as the * and J* (latforms, "hile enhancin its offerins to

entr& leel mar+ets%

Son& Ericsson underta+es (roduct research, desin and deelo(ment, manufacturin,

mar+etin, sales, distribution and customer serices% *lobal manaement is based in $ondon, and

R1 is in S"eden, UL, France, 4etherlands, India, 2a(an, China and the US% The manaement

team is led b& 'resident 0ide+i Lomi&ama, a former senior e)ecutie of Son& Euro(e and one of

the +e& (la&ers in the ro"th of Son& in Euro(e3 and E)ecutie Vice8'resident and 0ead of

Sales Anders Runead, the former 'resident Ericsson !ra5il%

As ne" (roducts are introduced to end user acclaim, e)istin (roducts continue to receie

accolades and Son& Ericsson is toda& acce(ted as a "orld leader in desin and innoation%

The loball& acclaimed TKD and later enerations of the com(an&-s (roduct (ortfolio fre9uentl&

"in a"ards% The *SM Association oted the VODD as !est J* 0andset for DD, a full&8

featured (hone made for Vodafone "ith the full rane of mobile entertainment features and multi8

directional camera, and the LQDi receied the TI'A A"ard DD6DDK for N!est Mobile Imain

1eice-, chosen b& J leadin Euro(ean (hotora(h&6imainin maa5ines and /uded on

9ualit&, (erformance and alue for mone&%

I%%4a,'% '% 0ar,%er)'0

Son& Ericsson stries to be a cuttin ede (roider of a((lications, forin (artnershi(s "ith

deelo(ers and content (roiders% Strateic areement "ith (artners such as Son& !M* is one "a&

in "hich the com(an& is brinin the best and latest in entertainment content to its users% Son&

Ericsson has also actiated a lobal s(onsorshi( deal "ith the .omen-s Tennis Association Tour,

"hich "as renamed the Son& Ericsson .TA Tour in 2anuar& DD% The si)8&ear title s(onsorshi(

is an un(recedented o((ortunit& for Son& Ericsson to offer tennis fans ne" "a&s to e)(erience

the ame throuh mobile technolo&, connectiit& and content% In the mobile amin mar+et

Son& Ericsson too+ the lead in DD, bein the first to launch 2aa J18enabled handsets, and is

forin ahead to brin J1 amin to a "ider audience%

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CHAPTER 6

ANALYSIS AND ?INDINGS

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24/58

O%e Var'a


25/58

What is your Gender?

Frequency Percent Valid Percent Cumulative

Percent

Valid

Male 62 53.9 53.9 53.9

Female 53 46.1 46.1 100.0

Total 115 100.0 100.0

GENDER OF RESPONDENTS

- From the data collected, we found that there were 53.91% respondentswere male and other 46.09% were female.

2. W)a, ' :#r A7e Gr#0F

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What is your Age Group


Percent

Valid

1! " 6.1 6.1 6.1

1!#25 55 4".! 4".! 53.9

25#35 14 12.2 12.2 66.1

35#50 34 29.6 29.6 95."

$50 5 4.3 4.3 100.0

Total 115 100.0 100.0

AGE GROUP OF RESOPNDENTS

- t !s o"ser#ed from our research that $ respondents were "elow 1

&ear of age. 55 respondents were "etween 1 to '5 &ear of age. 14

respondents were "etween '5 to 35 &ear of age. 34 respondents were"etween 35 to 50 &ear of age. (nd 5 respondents were a"o#e 50 &ear of age.

3. ?r )> $a%: :ear :# )a4e


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FOR HOW AN! !EARS RESPONDENTS ARE USING O"ILE

- t !s o"ser#ed as per our research that 9 respondents ha#e "een

us!ng mo"!le for less than ' &ears.

- 43 respondents ha#e "een us!ng mo"!le for ' to 5 &ears.

- 3$ respondents ha#e "een us!ng mo"!le for 5 to 10 &ears.

- (nd, '6 respondents ha#e "een us!ng mo"!le for more than 10 &ears.

6. W)a, 'e ,)e )a%&e, >#+& :# 0reerF

27 | P a g e

For how many years you have been using mobile?


Percent

Valid

%e&& t'en 2 (ear& 9 ".! ".! ".!

2#5 year& 43 3".4 3".4 45.2

5#10 year& 3" 32.2 32.2 "".4

More t'en 10 year& 26 22.6 22.6 100.0

Total 115 100.0 100.0


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What size of the handset would you prefer?


Percent

Valid

)mall 14 12.2 12.2 12.2

Medium 90 "!.3 "!.3 90.4

%ar*e 11 9.6 9.6 100.0

Total 115 100.0 100.0

PREFERENCE OF HANDSET SI#E

- (s per the data collected "& our group, we o"ser#ed that 1'.1$) of

respondents prefer small handset.

- $.'6% of respondents prefer med!um s!*e of handset wh!ch !s the h!ghest

!n preference

;. W)a, k'%& $


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What kind of mobile do you use?


Percent

Valid

Touc'+ad P'one 96 !3.5 !3.5 !3.5

)im+le ,ar P'one 14 12.2 12.2 95."

-uerty ey+ad 5 4.3 4.3 100.0

Total 115 100.0 100.0

$ %IND OF O"ILE THAT RESPONDENTS USE.

- +e not!ced that3.4% of the respondents use touchpad phones.

- 1'.1$% of respondents use s!mple "ar phones.

- 4.34% of respondents use uert& e&pad phones

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. H> $a%: e++ 0)%e are :# #'%7F

How many cell phone are you using?


Percent

Valid

1 100 !".0 !".0 !".0

2 13 11.3 11.3 9!.3

3 or more t'en 3 2 1." 1." 100.0

Total 115 100.0 100.0

NUMBER O? CELL PHONES ARE BEING USED BY RESPONDENTS

8 .e ot to learn that OK%PK of the res(ondents use cell (hone%

8 %JD of the res(ondents use cell (hones%

8 And, %QJP of res(ondents use J or more than that cell (hones.

5. W)a, $


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WHICH BRAND O? MOBILE RESPONDENTS USE

8 P%Q of the res(ondents USE Samsun mobiles%

8 P%J #F res(ondents use 4o+ia mobile%

8 %Q of the res(ondents use A((le mobile%

8 %JO of the res(ondents use !lac+berr& mobile%

8 %Q of the res(ondents use 0TC mobile%

8 And, K%DOQ of the res(ondents use Son& mobiles%

. W)a, $a&e :# )e ,)'


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WHAT FACTORS ADE RESPONDENTS CHOOSE A PARTICULAR

"RAND&

8 .e obsered that J%O of the res(ondents attracted to"ards an& (articular brand b&

adertisements%

8 J%P of the res(ondents choose an& brand "ith the reference of friends and relaties%

8 %JD of the res(ondents bouht mobile "ith the reference of dealers

32 | P a g e

What made you choose this brand?


Percent

Valid

dverti&ement 2" 23.5 23.5 23.5

Friend& and elative& 62 53.9 53.9 "".4

ealer& 13 11.3 11.3 !!."

78n c'oice 13 11.3 11.3 100.0

Total 115 100.0 100.0


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9. W)') $


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1*. W)a, & :# 'r, 0reer '% a $


35/58

11. H> '$0r,a%, Bra%& a%& Pre,'7e C$0a%: ' '$0r,a%, r :#F

HOW IMPORTANT BRAND AND PRESTIGE ?OR RESPONDENTSF

8 K%DOQ of the res(ondents ie least (riorit& to this factor%

8 %QJP of the res(ondents ie mid8lo" (riorit&%

8 O%K of the res(ondents ie medium (riorit&%

8 O%QD of the res(ondents ie medium8hih (riorit&%

8 % of the res(ondents ie hih (riorit& to this factor%

35 | P a g e

How important "rand and #restige of $ompany is important for you?


Percent

Valid

%o8e&t Priority " 6.1 6.1 6.1

Mid#lo8 +riority 2 1." 1." ".!

Medium 21 1!.3 1!.3 26.1

Mid#'i*' Priority 33 2!." 2!." 54.!

i*' Priority 52 45.2 45.2 100.0

Total 115 100.0 100.0


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12. Ra,e :#r '$0r,a%e r ree% 'eF

RESPONDENTS PRIORITY TOWARDS SCREEN SIE

8 %QJP of the res(ondents ie lo"est (riorit& to screen si5e factor%

8 J%QO of the res(ondents ie mid8lo" (riorit&%

8 JJ%D of the res(ondents ie medium (riorit&%

8 J%K of the res(ondents ie mid8hih (riorit&%

8 K%DP of the res(ondents ie hih (riorit&%

36 | P a g e

%ate your importance for screen size?


Percent

Valid

%o8e&t Priority 2 1." 1." 1."

Mid#lo8 Priority 4 3.5 3.5 5.2

Medium 3! 33.0 33.0 3!.3

Mid#'i*' Priority 41 35." 35." "3.9

i*' Priority 30 26.1 26.1 100.0

Total 115 100.0 100.0


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13. Ra,e ,)e '$0r,a%e :#r 0)%e $e$r:

%ate the importance of your phone&s memory


Percent

Valid

%o8e&t Priority 5 4.3 4.3 4.3

Mid#lo8 Priority 10 !." !." 13.0

Medium 21 1!.3 1!.3 31.3

Mid#'i*' Priority 41 35." 35." 6".0

i*' Priority 3! 33.0 33.0 100.0

Total 115 100.0 100.0

RESPONDENTS RATING TO PHONES MEMORY

8 %JO of the res(ondents rate er& less (riorit& to this factor%

8 O%KPK of the res(ondents ie mid8lo" (riorit&%


8 J%K of the res(ondents ie mid8hih (riorit&%

8 JJ%D of the res(ondents fie er& hih (riorit& to this factor%

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16. Ra,e ,)e '$0r,a%e r ra


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1;. Ra,e ,)e '$0r,a%e


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1. Ra,e ,)e '$0r,a%e Ca$era

HOW DO THE RESOPNDENTS RATE CAMERA ?ACILITY ?OR A MOBILE

PURCHASEF

8 K%DOQ of the res(ondents ie lo" (riorit& to this factor%

8 K%PQ of the res(ondents ie mid8lo" (riorit&%


8 O%QD of the res(ondents ie mid8hih (riorit&%

8 D of the res(ondents ie hih (riorit&%

40 | P a g e

%ate the importance of $amera


Percent

Valid

%o8e&t Priority " 6.1 6.1 6.1

Mid#lo8 Priority ! ".0 ".0 13.0

Medium 21 1!.3 1!.3 31.3

Mid#'i*' Priority 33 2!." 2!." 60.0

i*' Priority 46 40.0 40.0 100.0

Total 115 100.0 100.0


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15. Ra,e ,)e '$0r,a%e S#%& #a+',:

RESPONDENTS

PRIORITY TOWARDS SOUND =UALITY O? MOBILE.

8 J%QO of the res(ondents ie lo"est (riorit& to this factor%

8 P%K of the res(ondents ie mid8lo" (riorit&%

8 K% of the res(ondents ie medium (riorit&%

8 J%Q of the res(ondents ie mid8hih (riorit&%

8 JO%K of the res(ondents ie hih (riorit& to this factor%

41 | P a g e

%ate the importance of Sound 'uality


Percent

Valid

%o8e&t Priority 4 3.5 3.5 3.5

Mid#lo8 Priority 11 9.6 9.6 13.0Medium 19 16.5 16.5 29.6

Mid#'i*' Priority 3" 32.2 32.2 61."

i*' Priority 44 3!.3 3!.3 100.0

Total 115 100.0 100.0


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1. Ra,e ,)e '$0r,a%e 0r'e

HOW DO THE RESPONDENTS REACT TO THE PRICE O? THE MOBILEF

8 K%DOQ of the res(ondents ie least (riorit& to this factor%

8 K%DOQ of the res(ondents ie mid8lo" (riorit&%

8 J%P of the res(ondents ie medium (riorit&%

8 J%Q of the res(ondents ie mid8hih (riorit&%

8 %Q of the res(ondents ie hih (riorit& to this factor%

42 | P a g e

%ate the importance of price


Percent

Valid

%o8e&t Priority " 6.1 6.1 6.1

Mid#lo8 Priority " 6.1 6.1 12.2

Medium 16 13.9 13.9 26.1

Mid#'i*' Priority 3" 32.2 32.2 5!.3

i*' Priority 4! 41." 41." 100.0

Total 115 100.0 100.0


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19. W)a, >'++ :# '++'%7 , 0a: r a $


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2*. W)') O0era,'%7 :,e$ & :# 0reerF

WHICH OPERATING SYSTEMS DO RESPONDENTS USEF

8 QD%J of the res(ondents use android a((lication%

8 O%KPK of the res(ondents use "indo"s%

8 K%PQ of the res(ondents use I#S%

8 %JO of the res(ondents use blac+berr& #S%

8 %Q of the res(ondents use S&mbian%

8 %JO of the res(ondents use /aa a((lication%

44 | P a g e

Which (perating system do you prefer?


Percent

Valid

ndroid !1 "0.4 "0.4 "0.4

:indo8& 10 !." !." "9.1

7) ! ".0 ".0 !6.1

,lacerry 7) 5 4.3 4.3 90.4

)ymian 6 5.2 5.2 95."

;ava 5 4.3 4.3 100.0

Total 115 100.0 100.0


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21. H> ,e% & :# )a%7e :#r $


46/58

6.2 TWO VARIABLE ANALYSIS

78 Pth and th

What do you first prefer in a mobile phone? ) What is your Gender?

$rosstabulationCount

:'at i& your


47/58

/-11th and 14th

What will you be willing to pay for a mobile phone? ) What is your Age Group $rosstabulation

Count

:'at i& your *e


48/58

There are (ersons belo" O &ears of ae, O (eo(le "ho fall into ae rou( of O8,

res(ondents are there "ho are bet"een 8J of ae, P (ersons are there "ho are hain ae

bet"een J8D and no one is there "ho is aboe D &ears of ae "ho are "illin to (a& DDD8

DDD%

DDD8DDDD

D (erson belo" O &ears of ae, O (eo(le are hain ae bet"een O8, D of 8J,

(ersons are bet"een ae rou( of J8D, and no one is aboe D &ears of ae "ho are read& to

(a& DDD to DDDD%

More than DDDD

#nl& (erson "ho is hain ae belo" O, (erson "ho is hain ae bet"een O8, no

one is there "ho has ae bet"een 8J, (erson is hain ae bet"een J8D and D of ae

of more than DDDD "ho are read& to (a& more than DDDD%

$hi*S'uare +ests

Value d> &ym+. )i*. ?2#

&ided@

Pear&on C'i#)quare 34.123a 16 .005

%ieli'ood atio 25.553 16 .061

%inear#y#%inear &&ociation 6.!9" 1 .009

/ o> Valid Ca&e& 115

a. 20 cell& ?!0.0A@ 'ave e+ected count le&& t'an 5. T'e minimum

e+ected count i& .13.

48 | P a g e


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/- 6th and $th

What mobile brand are you currently using? ) What made you choose this brand? $rosstabulation

Count

:'at made you c'oo&e t'i& rand= Total

dverti&ement Friend& and

elative&

ealer& 78n c'oice

:'at moile rand are you

currently u&in*=

)am&un* 11 36 " 3 5"

/oia 6 13 3 0 22

a++le 1 3 0 2 6

,lacerry 0 2 1 2 5

Microma 3 1 0 0 4

TC 5 4 1 4 14

)ony 1 3 1 2 "

Total 2" 62 13 13 115

(2

here are total 11 respondents are there who are us!ng th!s "rand

"ecause of ad#ert!sement, 36 are there who too the!r fr!ends or relat!#es op!n!on, $

are there who got con#!nced "& dealers and 3 people made own dec!s!on for

select!ng th!s part!cular "rand.

7(

here are 6 respondents are there who are us!ng th!s "rand "& gett!ng

attracted towards ad#ert!sement, 13 are there who too the!r fr!ends or relat!#es

op!n!on, 3 got con#!nced "& dealers and no one made own dec!s!on for select!ng th!s

"rand.

(PP8

here !s onl& respondent who use th!s "rand due to ad#ert!sement, 3

are there who too ad#!ce of fr!ends and relat!#es, 0 respondent got con#!nced "&

dealers and ' respondent made own cho!ce for select!ng th!s "rand.

49 | P a g e


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:8(;7: &ym+. )i*. ?2#

&ided@

Pear&on C'i#)quare 29.599a 1! .042

%ieli'ood atio 30.005 1! .03"

%inear#y#%inear &&ociation 2.6!2 1 .101


a. 21 cell& ?"5.0A@ 'ave e+ected count le&& t'an 5. T'e minimum


50 | P a g e


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/- 11th and 5th

What will you be willing to pay for a mobile phone? ) How many cell phone are you using?$rosstabulation

Count

o8 many cell +'one are you u&in*= Total

1 2 3 or more t'en 3

:'at 8ill you e 8illin* to

+ay >or a moile +'one=

%e&& t'en 5000 3 1 0 4

5000#15000 59 5 1 65

15000#25000 25 " 1 33

25000#50000 10 0 0 10

More t'an 50000 3 0 0 3

Total 100 13 2 115

$ess than DDD

There are J res(ondents are there "ho use mobile, res(ondent is there "ho is usin t"o

mobiles and no res(ondent is there "ho use J or more than J mobiles, "hich cost less than DDD%

DDD8DDD

There are P res(ondents are there "ho are usin mobile, res(ondents are there "ho are usin

mobiles and res(ondent is there "ho use J or more than that numbers of mobile% In "hich a mobile

costs bet"een DDD8DDD%

DDD8DDD

There are res(ondents are there "ho use mobile, Q members are there "ho use mobiles and

res(ondent is there "ho uses J or more than J mobiles% In "hich a mobile costs bet"een DDD8DDD%

51 | P a g e


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DDD8DDDD

There are D res(ondents are there "ho use mobile, no res(ondent is there "ho uses mobiles and no

res(ondent is there "ho use J or more than J mobiles% In "hich a mobile costs bet"een DDD8DDDD%

More than DDDD

There are J res(ondents are there "ho use mobile, no res(ondent uses mobiles and no res(ondent is

there "ho uses more than J or more than J mobile% .hre rane of a mobile falls aboe DDDD%

$hi*S'uare +ests

Value d> &ym+. )i*. ?2#

&ided@

Pear&on C'i#)quare ".2!1a ! .50"

%ieli'ood atio !.331 ! .402

%inear#y#%inear &&ociation .02" 1 .!69


a. 11 cell& ?"3.3A@ 'ave e+ected count le&& t'an 5. T'e minimum


52 | P a g e


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CHAPTER ;

"EY ?INDINGS

0&(othesis anal&sis

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5.1 ?=P? ((8=

< ?=P?

;?

/(


55/58

P(= F<

?(

+88

P(= F<

?( (


56/58

B'


57/58

RE?ERENCES

% Ahmed Alamro, 2ennifer Ro"le&, DB,GAntecedents of brand (reference for mobile

telecommunications sericesG, 2ournal of 'roduct !rand Manaement, Vol% D Issue@ K

((% Q8OK

% 0ellier, et al DDJB, :Customer re(urchase intention@ a eneral structural e9uation

model=, Euro(ean 2ournal of Mar+etin, Vol% JQ 4os 6, ((% QK8ODD%

J% Leller, L%$% DDJB, Strateic !rand Manaement@ !uildin, Measurin, and Manain

!rand E9uit&, nd ed%, 'earson, U((er Saddle Rier, 42%

% $in, C%F% DDB, :Sementin customer brand (reference@ demora(hic or

(s&chora(hic=, 2ournal of 'roduct and !rand Manaement, Vol% 4o% , ((% P8KO%

% 'aulra/an, R% DB% Serice 7ualit& and Customers (reference of Cellular Mobile

Serice 'roiders% 2ournal of Technolo& Manaement Innoation, Volume K, Issue I ,

(%JO8%

K% Telecommunications Toda&% DDOB% Re(ort @ Consumer chioce and (reference in

ado(tin serices% Melbourne@ Australian Communications and Media Authorit&%

Q% Rundle8Thiele, S% and Mac+a&, M% DDB, :Assessin the (erformance of brand lo&alt&

measures=, 2ournal of Serices Mar+etin, Vol% 4o% Q, ((% P8K%

O% Chan, 0% and Min, $% DDPB, :The im(act of brand e9uit& on brand (reference and

(urchase intentions in the serice industries=, Serice Industries 2ournal, Vol% P 4o% ,

57 | P a g e


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((% KOQ8QDK%

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