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Developing Marketing Research objectives - Determine the Functioning of Mobile Phone Manufacturer - Management Assessment Answer
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Management Assessment Answer
TASK: IntroductionThe mobile phones market is one of the most turbulent markets in the present scenario due to the increase in competition among the various brands of the mobile phone (Truong et al. 2017). In this research proposal, a market research proposal is to be done which can in result capture the management problem, and also will highlight the market research problem and along with that can show the various acquired research objectives about the consumer brand preferences for mobile phones. This research proposal is not just limited to basic research on the given topic being about the preferences of the brand by the consumers for the mobile phones but instead, it is about conducting a contemporary research topic and then further converting a management problem into a market research problem and then developing marketing research objectives.
Literature ReviewBranding nowadays is a very important aspect in the field of marketing. The development of the bond and faith in the mind of a consumer through the branding is difficult. In order to build rapport and to establish some certain amount of trust, confidence, comfort and reliability in the mind of the consumers strong branding is required (Ebrahim et al. 2016). The various contemporary issues are the issues of the current time and there can probably be nothing bigger than the issue of smartphones and their usage. People nowadays are very much dependent on their mobile phones and as a result they end up compromising their own safety in traffics, learning abilities and even on their patterns of sleeping (Akkucuk and Esmaeili 2016). In simple words, the consumers want something the way they would like to see themselves. There are various other valid factors which are followed by the consumers in the choosing of the mobile phones. There are certain stimulus-response which are used for explaining of the behaviour of the individuals (Odoom 2016). In other words, stimuli are the external objects and situations that a consumer has to perceive. According to this theory, there are various objects such as the responses from the consumers. The various other factors that are followed by the consumers are the brand popularity, brand prices, social media influence and the marketing communications which influence these consumer responses.
Management Problem The mobile phones and their usage are burgeoning in each and every country. The management of the mobile device however is a quite challenging endeavour. The increase in the variation of manufactures, the models can present performance issues, compatibility problems etc. There are various complex factors which need to be taken into consideration when making a decision for buying certain phone and should also include macro and microeconomic conditions (Lantos 2015). The management problems in this scenario is that the brand preferences of the people tend to change very frequently with time. It also is really difficult to keep a track on the market trends because of the fact that the preference data must be collected and stored. The better meaning of this can be that all the data must be collected and stored in the consideration of the compliance that is evolving at the state, federal and also to the international level (Chernev 2018). Research Aim To analyse people’s perceptions towards mobile phone brands in order to be their customers Research Objective There are numerous theories included in the rational choice which comprises of the attitude of the components which in end will represent on the basis of forming a preference. In order to understand the preference of a consumer, it is certainly necessary to determine the demands and the needs regarding the performance that is involved in the choice of mobile phones. Some of the research objectives in this case are (Schivinski and Dabrowski 2016):- To analyse the level of satisfaction in services offered by the organisations for a particular brand
- To determine the customers’ loyalty towards the brands
- To determine the functioning of mobile phone manufacturers to retain their customers
- To determine the number of devices available in selected price ranges from a particular brand
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