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OUR
Rashid Shahrier
TEAM
Sadman Shihab Choudhury Aquib-Bin-Azha
2016-3-10-096 2016-3-10-124 2017-1-10-301

Iftikher Alam Safquat Nazib Abdulla Al Mamun

2016-2-10-092 2017-1-10-094 2017-1-10-190

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FACTORS INFLUENCING
BRAND PREFERENCE OF THE
CUSTOMER'S TO CHOOSE A
BUDGET PHONE

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INTRODUCTION

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 INTRODUCTION
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1 2 3

PROBLEM OBJECTIVES OF SIGNIFICANCE OF

STATEMENT THE STUDY THE STUDY
⮚ Broad Objectives ⮚ Practical Learning

⮚ Specific Objectives ⮚ Academic Learning

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QUESTIONS

Does Cost Has Significant Does Friends And Family

Influence Over The Brand Influence Have Significant
Preference Of Budget Phones? Influence Over The Brand
Preference Of Budget Phones?

Do Specifications Has
Does Promotion Have
Significant Influence Over
Significant Influence Over
The Brand Preference Of
The Brand Preference Of
Budget Phones?
Budget Phones?

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Literature Review

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INDEPENDENT & DEPENDENT VARIABLES

F&F
INFLUNECE
COST

SPECIFICATION

CHOOSING A
PROMOTION
CERTAIN BRAND
OF BUDGET
PHONE

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RELATIONSHIP BETWEEN INDEPENDENT
AND DEPENDENT VARIABLES

01 PROMOTION

02 COST

03 F&F INFLUENCE

04 SPECIFICATION

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 HYPOTHESIS
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FAMILY AND FRIENDS

PROMOTION

SPECIFICATIONS
COST

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H0: Cost has no influence over the brand preference of budget phones
H1: Cost has influence over the brand preference of budget phones

H0: Friends and family don’t have any impact on the brand preference of
budget phones
H1: Friends and family have impact on the brand preference of budget phones

H0: Specifications do not affect the brand preference of budget phones

H1: Specifications affect the brand preference of budget phones

H0: Promotion doesn’t motivate the brand preference of budget phones

H1: Promotion motivates the brand preference of budget phones

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 LITERATURE REVIEWS ON THE PREVIOUS STUDY
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❑ Moschis, 1976
❑ Moorthy, Ratchford & Talukdar, 1997

❑ Adamowicz, Jr, & Swait (2001)

❑ Chernev, 2003
❑ Gupta (1987)
❑ Laroche, Kim & Matsui, 2003

❑ Pikkarainen, Pikkarainen, & Karjaluoto, 2004

❑ (Kotler, Kotler/Agnihotri, Armstrong, Agnihotri & Haque, 2010)
❑ Chapman & Wahlers, 1999; Munnukka 2005;
❑ Uddin et al. 2015
❑ Lay-Yee, Kok-Siew and Yin Fah, 2013;
❑ Suki, 2013;
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❑ Falayi and Adedokun, 2014
❑ Kaushal and Kumar, 2016; Lin et al., 2017)
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Friends and family
*the factors which motivate consumers while buy durables he found that brand choice, source of information, role of family
members and customer satisfaction is the significant factors. Gupta (1987)

Promotions
**Researcher studied Chinese market and found that Chinese rural and urban consumers are to be statistically dissimilar in
provisions of their attitudes toward the whole marketing mix: “product price, brand names, promotions and distribution Sun
and Wu (2004)

Cost:
**Whether the consumer buy a mobile handset often significantly affected by its price (Chapman & Wahlers, 1999)
**product price significantly affect young university students’ smartphone choice and buying behavior. That means,
consumers’ intention to buy a mobile phone, whether feature or smartphone, depends largely on the price of that mobile phone
(Suki (2013)

Specifications:
**A lot of consumer’s choice may be having both rational features (e.g., communication, time management) as well as
emotional features (e.g games, music, camera, and application). The younger the consumer the more he would prefer
emotional rather than rational features in mobile phones). Customers’ decisions of purchasing mobile phone depend on rational
as well as emotional factors. (Wilska, 2003)

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RESEARCH METHODOLOGY

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ANALYTICAL MODEL OF RESEARCH

VERBAL
MODEL

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GRAPHICAL MODEL

INFLUENCE
OF F&F COST

H-1 Brand
Preference of H-2
Budget
Phones

PROMO H-3 H-4 SPECIFICA

TION TIONS

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MATHEMATICAL MODEL

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𝒀 = 𝒂𝟎 +∑ 𝒏 𝒊=4 𝒂𝟏𝒙𝟏 + 𝒂𝟐𝒙𝟐 + 𝒂𝟑𝒙𝟑 + a4x4

Factors influencing while choosing a budget phone =
𝒂𝟎 + ∑ 𝐧 𝐢= 5 (x𝟏* Influence of Family and Friends) + (x𝟐 ∗ Cost) +
(x3 ∗ Promotion) +(x4 * Specification)

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 RESEARCH METHODOLOGY
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DATA COLLECTION PROCESS

✔ Primary Data

✔ Secondary Data

QUESTIONNAIRE

ANALYSIS OF THE DATA

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Demographic Factors

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 Gender
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39.23%
MALE
FEMALE

60.77%

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 AGE GROUP 22

16-25 years

26-35 years

36-45 years

45 years+

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 PRESENT LIVING LOCATION 23

RURAL AREA

12.3
1%
87.69%

CITY AREA

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 DIVISION 24

DHAKA 56.9%

CHITTAGONG 17.7%

BARISAL 5.8%

RAJSHAHI 5.4%

SYLHET 5%

KHULNA 3.8%

RANGPUR 3.1%

MYMENSINGH 2.3%

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 EDUCATION LEVEL 25

HONORS 59.2%

HSC 18.1%

MBA 15%

PRIMARY 3.1%

SSC 3.1%

JSC 1.5%

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 EMPLOYMENT STATUS 26

Student 65.8%

Service Holder 14.2%

Businessman 5%

Day Worker 4.2 %

Freelancer 4.2 %

Homemaker 4.2 %

Intern 2.3 %
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 AVERAGE HOUSEHOLD INCOME 27

Less or equal 5000 17.3%

5,001-10,000 35 13.5%
10,001 - 20,000 10%
20,001 - 30,000 6.5%
30,001 - 40,000 9.6%
40,001 - 50,000 9.2%
50,001 - 60,000 9.2%
60,001 - 70,000 8.5%
70,001 - 80,000 4.6%
80,001 – 90,000 1.2%
90001-1,00,000 4.6%
Above 1,00,000 5.8%
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FACTOR ANALYSIS

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 KMO & BARTLETT’S TEST
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 COMMUNALITIES 30

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 TOTAL VARIANCE EXPLAINED 31

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ROTATED COMPONENT MATRIX

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 Reevaluated 34

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RELIABILITY

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 PROMOTION RELIABILITY
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 FRIENDS AND FAMILY RELIABILITY
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 SPECIFICATION RELIABILITY
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 COST RELIABILITY
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REGRESSION

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 VARIABLES ENTERED/REMOVED
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 MODEL SUMMARY
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 ANOVA
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 COEFFICIENTS
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THANK YOU

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