rm.docx

COURSEWORK SUBMISSION COVER PAGE

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Submission instructions

Please note that all work must be submitted in both Hard Copy to the Registrars Office and

Electronically unless instructed otherwise.

For hardcopy submission instructions refer to:

http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx- Coursework hard copy submission

instructions.doc

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http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx- Coursework online submission

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Feedback To be completed by markers

Assessment criterion and/or learning outcome Markers comments and second markers comments if appropriate

1.

2.

3.

To be completed by the student To be completed by the markers

Module Name and code Research Methods 2UZB503

First Markers name (acts as signature)

Tutor Name Second Markers name (acts as signature)

Student ID (UoW) For Registrars office use only (hard copy submission)

Student ID (WIUT) 00002577

Deadline date 4th of May, 2015

Individual assignment

Group assignment

Westminster International 00002577

University in Tashkent RM CW2

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Table of Content

Introduction .................................................................................................................................................. 2

Research Instrument ..................................................................................................................................... 3

Interpretation of Results ............................................................................................................................... 6

Limitations ..................................................................................................................................................... 9

Conclusion ..................................................................................................................................................... 9

Bibliography ................................................................................................................................................ 11

Reflection .................................................................................................................................................... 12

Appendix ..................................................................................................................................................... 13

Methodology ........................................................................................................................................... 13



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Introduction

The primary aim of this assignment is to describe and examine WIUT students brand preference

between Apple and Samsung smartphones. The main objective of this study is to compare

between chosen smartphones on the origin of their brand modules and how their brand equities

and identities impact on the students choices. It tends to be a logical continuation of the

previously submitted research plan in accordance with the provided and valuable feedback by the

tutor. Research instruments will be described in the later part. The obtained results and their

analytical explanation are supported with obtained statistical data for following objectives and

proving hypothesis.

The provided feedback demonstrated that our research plan and methodology was very weak and

inappropriate with some parts being missed. In my opinion, the followings were the reasons of it

and should be improved in the right way by:

a. Choices of appropriate authors to analyze the question that we wanted to answer We

have to explore right authors debates and writings on the proposed research topic for

further and deep understanding of the problem to propose additional techniques to

analyze and present research topic.

b. Appropriate referencing style This feedback is also considered with high attention and

further usage of it will be based on Harvard Referencing System.

c. Correct and reliable research methodology for the topic that is going to be researched

Implement and develop new research strategy, approach, validity and reliability for the

study of proposed topic.

d. The word choice in the objectives It was advised to totally remove the word

measurement from the two objectivesor paraphrase it using right words. Because,

measurement is incorrectword for the type of our research method.



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According to the feedback, our research question is clear and correlated appropriately to our

research objectives. It was decided to improve them a little in the following way:

Research Topic:

The preferences of WIUT students between the brands by Apple and Samsung

Research Question:

What encourages the students of WIUT to choose between Samsung and Apple smartphones?

Research objectives:

1. To analyze the brand equity of products.

2. To identify the brand identity of Apple and Samsung.

Hypothesis:

H1: The Apple brand owners have more brand loyalty.

H0: The Samsung brand owners are more loyal to their choice.

Research Instrument

This research was conducted using one research instruments as Online Questionnaire

Online Questionnaire



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It was decided to make self-created questionnaire to obtain data which will be used for

evaluation of data for this research. This type of instrument was chosen because it is the best and

most suitable for my research objectives, question and for testing hypothesis. Moreover, this tool

is used because of the simplification of the analyzing work and for comparison of obtained

results. Additionally, collection of data with the help of questionnaires is believed to be

significantly time-saving. The questionnaire was created with the search engine program of

Google Docswhich helped to gather data about students preferences and other personal

information which can impact influence on the students choices of smartphones. Moreover, the

questionnaire was designed in the way that will help to achieve the answers to aforementioned

objectives. The questionnaire had a sample size of 114 and had the following questions and

options:

1) Have you ever used Apple or Samsung smartphones?

YES( if yes, please continue)

NO(Thank you for attention)

2) Which of the brands do you own now?

Apple

Samsung

3) Rate your smartphone from 1-3 regarding to the some factors

1-Agree, 2-Neutral 3-Disagree



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Factors/Rate 1 2 3

Apple is a strong brand o o o

Samsung is a strong brand o o o

I will never change the brand I use o o o

I am ready to change my brand o o o

I am loyal to my brand o o o

Friends judge me by the brand I use o o o

My smartphones quality is good o o o

The brand is more than just a product for me o o o

My brand is worthy of its price o o o

I recommend this brand to everyone o o o

I associate Apple with the USA o o o

I associate Samsung with Korea o o o



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Interpretation of Results

Table 1 and 2 demonstrating the data gathered from research examination competitors that the

contrastbetween two world leading brands of Apple and Samsung in smartphone production

shows that Apple brand is preferred by the students with 58.7% while Samsung owners share

was 41.3% of the respondents. This point out that Apple brand has more owners in comparison

with Samsung users, as it is illustrated in Graph 1.

Graph 1. Comparison between Apple and Samsung owners share.

23.44% of Samsung owners do not consider Apple as a strong brand, similarly to Apple users

who also thought that Samsung was not a strong brand with the numbers of 40.63% of the

respondents.

Brand Equity

According to the Table 1, Apple brand users demonstrate a high brand loyalty. 53.13 % of the

asked have agreed that they would keep using Apple brand despite of the thought that Samsung

could have the similar functions as Apple. Aaker (1991) stated that theseusers are considered to

Apple users 59%

Samsung users 41%

Apple vs. Samsung



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be the fourth level of brand loyalty because of the fact of liking for the brand is founded on the

logo of the company. They are not exposed to the opponents. Table 2 illustrates that 33.3% of

Samsung users agreed that they would not change Smartphone brand, whereastheratio of those

who disagree was 20.3%.The portion of Samsung is relatively great but not greater than Apple.

The examination of the observedresultsproposes that Apple Smartphone directs a price quality

more than Samsung. The hypotheticalimportance of this suggests that Apple has upperconsumer

loyalty and a strong brand value. Aaker (1991) noted that a degree of brand loyalty can be

reflected in the extra price that consumersare willing to pay to gettheir brand.

Brand Identity

Table 2 shows that 62.2% of Samsung ownersagreed that their brand is associated with Korean

culture, whiles31.2 % disagreed with 42.1% keeping neutral position. 3.1% of Apple owners

think that Apple brand is associated with culture of U.S, where 59.3 % disagreed with this

association with U.S culture of Apples smartphones with 37.5% being neutral in responding this

statement. The contrast of the observed data on Samsung and Apple brandsrevealed that

Samsung has a stronger culture association to the country where it is produced.

The abstractimportance of this is that country of origin such as Koreais famous to producestrong

competition in computers, so buyersincline to associate computers and it linkedproduct create in

Korea. As Kapferer (2004) mentioned in his paper, product is a true representativeof the culture

of its original country, in this case Samsung is asymbol of Korean culture Major brands are

certainly driven by a culture but in turn, they also convey the country of origin culture. Country-

of-origin is great cultural reservoirs.(Kapferer, 2008)



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Table 1.Apple users.

Table 2.Samsung users.



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Limitations

In doing this exploration specific number of imprisonments was emerged. As a matter of first

importance, a much of time was needed for understudies to answer survey which were sent mix

social sites like facebook, odnoklassniki etc. The problem met during the usage of online

questionnaire in social networks was that people sometimes thought questionnaire to be spam

and had a doubt whether to participate in it or not. Often, the moderators of the groups tried to

delete my post in their pages. Also, I faced this problem during messaging the link of

questionnaire to my friends, because unwanted e-mails are considered to be invasion of privacy.

Mostly, the invitations for the participating in survey were deleted.

The other limit that did not allow us to complete the questionnaire was the deficit of time. In

order to completely answer the question, we had to survey all the students of WIUT. It enabled

to the select only the 1/20 part of them.

Conclusion

To conclude our research findings it should be stated that we reject our null hypothesis founding

on the obtained results. The survey done among the students of Westminster International

University in Tashkent about the preferences between Apple and Samsung smartphones helped

to identify the most popular device. We founded the reasons of it, and what encourages more the

students to purchase exactly this two particular world leading brands. The findings demonstrate

that Apple has the higher brand equity and identity because the company builds strong brand by

strengthening their different components as brand equity and brand identity. As stated above, the

purpose of this research was to compare between student brands preferences among WIUT



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students. In the nutshell, brand equity and brand identity plays a very significant role that

influence brand preferences between students.

I would like to express special thanks to the students who participated in the survey and helped

me to complete it.



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Bibliography

Aaker, D. (1991). Managing brand equity. New York: Free Press.

Baltimore County Public Schools, 2010. Writing the proposal- Data Collection Questionnaires

(online).Availablefrom: [Accessed April 28, 2014]

Kapferer, J. (2008). The new strategic brand management. London: Kogan Page.



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Reflection

All in all, I ought to express that directing an individual reflection was an exceptionally gainful

practice for me and I am sure that knowing my inclinations for diverse learning styles can

enhance my efficiency. Composing distinctive assignments, learning diverse concepts has

expanded my insight while taking part in a group work and RM module was more viable

learning involvement. In order to achieve the group aim, we had to solve several disagreements

between the group mates. At the beginning, it was hard for us to allocate the tasks within the

group members respectively, thus, we agreed to carry out the whole task altogether. During the

first meetings, we could manage to develop the group work plan through the good use of our

brainstorming skills. The agenda and timeline were also being created during the first meeting.

However, since we had a very busy schedule full of other lessons and deadlines, the group

meetings were rescheduled for several times. The problem was that, we did not nominate a

leader for a group and everyone put their personal problems at first place. On the other hand, we

were lacking in motivation and energy. Since, we had to reschedule some meetings due to other

deadlines and exam preparations; Lack of time was another issue. These problems resulted in

time constraint which urged us to write and prepare the task immediately. The outcome of the

group work was not as expected and the feedback clearly pointed out what areas we failed to

meet the requirements. I am certain that all learnt concepts and precious experience taken from

RM is going to help me later on and self-appearance above-all will unquestionably assist me to

become individually and professionally.



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Appendix

Methodology

Research Approach

It was decided to use deductive approach. Deductive approach is considered to be testing already

existing theories by observing real literature with accepted concepts, while inductive approach

demands the creation of a unique and new theory over examination of gathered data. By

following inductive approach we will test our hypothesizes and study the brand preferences of

WIUT students between Apple and Samsung smartphones.

Data collection techniques

During data collection process, primary data was used only. Primary data was obtained with the

help of questionnaires that was given to students throughout interviews. The questionnaires

involved easy structured questions. The questionnaires were answered among WIUT students in

face-to-face method. The survey for our research has observed 109 students. The purpose of this

research was to collect information and data of WIUT Smartphone users.

Reliability and Validity

The relationship among validity and reliability is quite simple to understand, a measurement

can be trustworthy but at the same time not valid. However, it must be reliable at the first place

before measurement can be valid. In words, a measurement can consistently review a

phenomenon, unless measurement evaluation is not valid. Therefore, reliability for our research

should be compulsory but it is not enough. In order to achieve and construct validity for our

paper questionnaires were validated and the questions included were studied clearly and verified

with the purposes of research so as to be sure that questions replicate the idea. Therefore,

students which were interviewed can be certain that their answers are anonymous and that



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respondents are not judged. As for reliability, we can state that our empirical study is reliable,

because we obtained data from primary sources.

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