Letter of Transmittal

December 13, 2012 Mr. Kamrul Hassan Assistant Professor Department of Business Administration East West University Subject: Submission of report Dear Sir, Here is the report on the survey conducted by us on (topic of the assignment) that you have assigned. We are most grateful to you for the assistance we received from you to conduct this survey as a partial requirement of the course Business Communication. In this survey we randomly selected the individual person and we also collected some information using secondary sources. Within a very short period of time we have tried our best to make this report informative, understandable by using tables and histograms based on findings. We really appreciate this assignment. It not only helps us to understand the consumer perception but also helps us to practice how to handle tough situations. Should you have any query or require clarification of any sort, we would be glad to assist in any capacity.

Sincerely,

ACKNOWLEDGEMENT

At first we want to pay our gratitude to all mighty Allah for preparing the report successfully. Then, we want to pass our gratefulness to our honorable course instructor, Mr. Kamrul Hassan, for giving us the opportunity to prepare a collaborative formal survey report and for giving us an overall concept on business communication. His contribution to us can only be acknowledged but never be compensated. We would like to give a hearty thanks to all those respondents who were interviewed for the survey. Thanks to the writer of the book, Business Communication made our works a lot easier. At last we want to thank our respected course teacher once again for giving us such an opportunity, which will help us to enhance our knowledge about the behavior of the consumer and as well as to practice how to handle a tough situation through hard working and highest possible level of cooperation.

3.1. Findings Summary

All the above mentioned discussions can be summarized as the following points People have higher belief on Branded handsets than Chinese handsets in terms of performance regarding the analyzed attributes. People give very little or even sometimes no importance on the analyzed attributes while evaluating or purchasing Chinese handsets, but give very high importance in case of Branded Handsets. Nokia is the most widely used Mobile Handset Brand. Among the branded handsets, Nokia is more preferred by Males, while Sony Ericsson is more preferred by Females. Most people are aware of quite a few names of Chinese mobile phones. Most people believe that branded handsets are great in terms of durability & longevity (4.5 out of 5), whereas Chinese handsets are not quite up to the mark (2.3 out of 5).And, according to majority, of durability & longevity is very important for branded handsets (1.7 out of 2) but not that important in case of Chinese handsets (0). In terms of Style & Looks branded handsets are slightly more preferable (3.8) over Chinese handsets (3.1). and it is very important in case of branded handsets (1.5) but not that much in case of Chinese handsets (0.4). Majority believe that Network reception & basic communication functions are very good in branded handsets (4.2), while at a standard but lower level in case of Chinese handsets (3.1). And in terms of importance, again it is very important for branded handsets, but not so much for Chinese handsets. Majority believes that Multitasking Capabilities, Internet Connectivity, Multimedia Features and Usability, After sales service are very good in case of Branded handsets, but not so much in case of Chinese handsets. In terms of importance, Capabilities, Internet Connectivity, Multitasking

Multimedia Features and Usability, After sales

service are all very important for branded handsets, but not at all for Chinese handsets, rather, internet connectivity is rather unimportant for Chinese handsets. Majority believes that Availability of accessories is good for both branded and Chinese handsets. It is important for branded handsets, but not important for Chinese handsets.

3.2. Recommendation

From the report findings, we recommend the following for the mobile phone set manufacturers: Brand mobile handset manufacturers should: Give more emphasize on increasing the performance of the discussed attributes Take into consideration of the fact that in many cases the Chinese mobile handsets are exceeding the expectations of the users, while branded handsets are slightly underperforming Diversify the handsets focusing on different attributes to cover a larger share in the market rather than trying to fit everything in each handsets Launch brand alternatives for cheap and basic Chinese handsets Go for innovative features and looks to overpower the flashy Chinese handsets Incorporate features like dual sim, handsfree radio etc that are the major attractive distinct features found only in Chinese handsets so far Chinese mobile handset manufacturers should: Give more emphasize on increasing the attributes that are found important and worry less about the attributes that are less important provide the consumers to choose from diversified products tailored for specific requirements with better quality and credibility keep the price advantage against the branded handsets and try to provide best possible products within the range increase consumer awareness through various marketing activities as well as better quality concentrate on building higher trust among consumers about the discussed attributes

3.3. Conclusion

The mobile handset market is a very highly competitive market at present, especially in our country. As the brands stand high with great consumer belief, meanwhile, the Chinese handsets are undergoing an increasing demand for their unique features like dual sim, dual battery, handsfree radio, etc. This can open up new doors to local companies to emerge as mobile handset brands if they can produce better quality handsets jointly with the Chinese handset producers. A major telecom company, Grameenphone recently launched a few handsets with their own brand name which were basically Chinese handsets, and have had fair amount of success. Both the brand and Chinese handset producers should be positive about the prospects as both have certain groups of customers, and great opportunity to increase their diversity.

4.0. Appendices

4.1. Appendix A: Survey Questionnaire 4.2. Appendix B: Report Proposal