Study on brand_preference_of_mobile_phon

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STUDY
ON
BRAND PREFERENCE OF MOBILE PHONES
IN KATHMANDU
Submitted By:
Medha Dhital
MBA SPRING2012
Term III
Roll No. 16
Submitted To:
Mr. Pravat Uprety
Course Instructor
Ace Institute of Management
Affiliated to
Pokhara University
In partial fulfillment of the requirement in the course of Business Research Methodology for the degree of
Master in Business Administration
Kathmandu, May 2013

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ACKNOWLEDGEMENT
We would like to express our gratitude to our instructor Mr. Pravat Uprety for providing an
opportunity to carry this research project and his valuable time and effort in submitting this
proposal is highly appreciated.
We would like to thank our friends whose immense support and guidance made this project
successful and finally we would like to thank Ace Institute of Management whose direct and
indirect support was considered most in submitting this report.

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EXECUTIVE SUMMARY
The aim of this research is to find out about the brand preference of mobile phones of people
residing in Kathmandu. The increasing number of telecommunication networks and huge number
of their subscribers has made mobile phones an important medium for communication.
Switching mobile phone brands and updating oneself with latest technology in mobile brands has
been in the increasing trend as well. Mobile brand preference could be related with various other
factors like age group, gender, price of phone, family monthly income, mobile usage purpose,
brand attributes and many more. Through this research, we can learn about the mobile brand
preference of youth in Kathmandu and help increase sales of various mobile brands.
As we went through the survey, we could find out that most of the youth in Kathmandu valley
own a mobile phone and most them own a brand which costs more than NRS 20,000. Since
mobile phones are effective and convenient medium for communication, they have a positive
influence in the economy of our country. This research could lead to several other findings such
as the users of age group 16-24 mostly prefer Wifi attribute in their phone, users of age group
25-30 prefer touch pad feature in mobile phone while users of age group 31-40 prefer FM/Radio
in their phone. It can be said that the highest priced mobile brands are purchased by users whose
monthly family income is above NRS 50,000 so a different promotional campaigns are required
for these users. The users whose monthly family income is relatively low purchase medium
priced mobile phones and use them for longer time. So to attract these customers, various offers
and discounts should be used as a promotional strategy by mobile brands.
So the findings of this research would also provide insight to mobile brands selling in
Kathmandu valley about how they should target different customer groups and use different
promotional campaigns for each user group. Likewise, the findings of brand attribute preference
can help marketers to make decision regarding which model of their mobile brands would be
suitable in Nepalese market.

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TABLE OF CONTENTS
INTRODUCTION................................................................................................................. 8
1.1 Background ........................................................................................................................... 8
1.2 Problem Statement .............................................................................................................. 10
1.2.1 Objectives......................................................................................................................... 11
1.2.3 Significance of the study.................................................................................................. 11
LITERATURE REVIEW AND THEORITICAL FRAMEWORK.................................... 13
2.1 Literature Review................................................................................................................ 13
2.2.1 Research Questions.......................................................................................................... 17
2.2.2 Research Hypothesis........................................................................................................ 18
RESEARCH METHODOLOGY ........................................................................................ 23
3.1 Research Plan and Design................................................................................................... 23
3.2 Population and Sample ....................................................................................................... 23
3.3 Description of the Sample................................................................................................... 23
3.3.1 Sampling Frame ........................................................................................................... 23
3.3.2 Sample unit .................................................................................................................. 23
3.3.3 Determination of Sample ............................................................................................. 23
3.3.4 Sampling method ......................................................................................................... 23
3.4 Instrumentation ................................................................................................................... 24
3.5 Data collection Procedure ................................................................................................... 24
3.6 Validity and Reliability....................................................................................................... 24
3.7 Analysis Plan ...................................................................................................................... 24
3.7.1 Data Management and Analysis .................................................................................. 24
3.7.2 Method of Data Analysis ............................................................................................. 25
3.8 Limitation of the Study....................................................................................................... 25
CHAPTER 4........................................................................................................................ 26
DATA ANALYSIS ............................................................................................................. 26
4.1 Distribution by Gender ....................................................................................................... 26
4.2 Distribution by Age Group ................................................................................................. 26
4.3 Distribution by Literacy Level............................................................................................ 27
4.4 Distribution by Income Level ............................................................................................. 27

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4.5 Distribution by Price range.................................................................................................28
4.6 Descriptive Statistics of Brand of Mobile Preferred ........................................................... 28
4.7 Analysis Between Age Group and Mobile Brand Preference.............................................29
4.8 Analysis between Literacy Level and Mobile Brand Preferred..........................................31
4.9 Analysis between Monthly Family Income and Mobile Brand Preferred .......................... 33
4.10 Analysis between Price Range and Mobile Brand Preferred ............................................ 35
4.11 Analysis between Age Group and Mobile Brand Attribute Preference............................ 37
4.12 Analysis between Age Group and Mobile Phone Usage Purpose .................................... 39
4.13 Analysis between Gender and Duration of Current Mobile Brand Usage........................ 40
4.14 Analysis Between Age Group and Current Mobile Brand Usage Duration ..................... 41
4.15 Analysis between Monthly Family Income and Current Mobile Brand Usage Duration. 41
4.16 Analysis between Age and Current Mobile Brand Usage ................................................ 42
4.17 Analysis between Gender and Current Mobile Brand Usage ........................................... 43
4.18 Analysis between Monthly Family Income and Price Range ........................................... 44
4.19 Analysis between Educational Level and Better Features Preference .............................. 45
4.20 Analysis of Likert Scale.................................................................................................... 46
4.21 Analysis of the variables of Likert Scale .......................................................................... 47
CHAPTER 5........................................................................................................................ 49
SUMMARY, FINDINGS AND CONCLUSION..................................................................... 49
5.1 Summary and Findings ................................................................................................... 49
BIBLIOGRAPHY.....................................................................................................................51
ANNEX 1............................................................................................................................53

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LIST OF TABLES
Table 1: Distribution by Gender ................................................................................................... 26
Table 2: Distribution by Age Group ............................................................................................. 26
Table 3: Distribution by Literacy Level........................................................................................ 27
Table 4: Distribution by Income Level......................................................................................... 27
Table 5: Distribution by Price Range............................................................................................ 28
Table 6: Descriptive Statistics of Brand of Mobile Preferred....................................................... 28
Table 7: Analysis between Age Group and Mobile Brand Preferred ........................................... 29
Table 8: Analysis between Literacy Level and Mobile Brand Preferred...................................... 31
Table 9: Analysis between Monthly Family Income and Mobile Brand Preferred ...................... 33
Table 10: Analysis between Price Range and Mobile Brand Preferred........................................ 35
Table 11: Analysis between Age group and Mobile Brand Attribute Preferred........................... 37
Table 12: Analysis between Age Group and Mobile Phone Usage Purpose ................................ 39
Table 13: Analysis between Gender and Duration of Current Mobile Brand Usage ................... 40
Table 14: Analysis between Age Group and Current Mobile Brand Usage Duration.................. 41
Table 15: Analysis between Monthly Family Income and Current Mobile Brand Usage Duration
....................................................................................................................................................... 41
Table 16: Analysis between Age and Current Mobile Brand Usage ............................................ 42
Table 17: Analysis between Gender and Current Mobile Brand Usage ....................................... 43
Table 18: Analysis between Monthly Family Income and Price Range....................................... 44
Table 19: Analysis between Educational Level and better Features Preference .......................... 45
Table 20: Analysis of Likert Scale................................................................................................ 46
Table 21: Analysis of the Variables of Likert Scale ..................................................................... 47

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LIST OF FIGURES
Figure 1: Theoretical Framework for study of Brand Preference of Mobile Phones ................... 17

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CHAPTER 1
INTRODUCTION
1.1 Background
Mobile phones aren't just a rich person's fashion today. It is transforming the way thousands of
people do business in a country where even landline phones were a luxury a decade ago. As an
essential element of daily life, the purchase of a mobile phone is an important decision with a
variety of mobile phone brands available to choose from. Each mobile phone manufacturer
consistently updates their offerings with the latest technological updates and many customers
have a preferred brand that suits them or a brand they have become familiar with. Across the
globe, even people with low incomes are now adopting cellular phones as tools for enhancing
their business.
According to Oxford English Dictionary one of the earliest uses of word "mobile" was in
association with the Latin phrase "mobile vulgus", i.e. excitable crowd. Today's mobile phones
live up to these origins. Cell phone technology introduces new senses of speed and connectivity
to social life. If the fixed line telephone has brought communication links into the workplace and
homes, the "mobile" puts them straight into the hands of numbers and varieties of individuals.
A brief history of the mobile phone as a technology
The idea for cellular telephony originated in the US. The first cellular call and the first call from
a hand held cellular device also were placed in the US.
The mobile phone merges the landline telephony system with wireless communication. The
landline telephone was first patented in 1876. Mobile radio systems have been used since the
early 1900’s in the form of ship to shore radio, and were installed in some police cars in Detroit
starting in 1921. The blending of landline telephone and radio communication came after the
Second World War. The first commercially available "mobile radiophone service" that allowed
calls from fixed to mobile telephones was offered in St. Louis in 1946. By 1964 there were 1.5
million mobile phone users in the US. This was a non-cellular system that made relatively
inefficient use of the radio bandwidth. In addition, the telephones were large, energy intensive
car-mounted devices. In the drive to produce a more efficient mobile telephone system,
researchers W. Rae Young and Douglas Ring of Bell Labs developed the idea of cellular
telephony, in which geographical areas are divided into a mesh of cells, each with its own cell
tower. This allowed a far more efficient use of the radio spectrum and the "cell" phones needed
less power to send and receive a signal. The first installation was in 1969 on the Amtrak

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Metroliner that traveled between New York City and Washington. Four years later Martin
Cooper of Motorola made the first cellular call from a prototype handheld cell phone.
The world's first commercial automated cellular network was launched in Japan by NTT in 1979,
initially in the metropolitan area of Tokyo. On 6 March 1983, the DynaTAc mobile phone
launched on the first US 1G network by Ameritech. In 1991, the second generation (2G) cellular
technology was launched in Finland by Radiolinja on the GSM standard and ten years later, in
2001, the third generation (3G) was launched in Japan by NTT DoCoMo on the WCDMA
Standard.
The history of mobile phone usage in Nepal dates back to 1999 when NTC started providing
GSM mobile service from May 1999. Mobile phones have emerged as an important means for
communication in Nepal. Its role has been significant in the development of various industries of
Nepal. Mobile phones were considered as means of pleasure and luxury some years back, but
today it has become the need of almost all people in Nepal for business purposes, convenience as
well as for maintaining one's status in the society. At the beginning when NTC started its GSM
mobile service with post paid service then there were very few mobile phone users that also
within Kathmandu valley only. Later NTC started pre paid service and distributed more than one
lakh sim cards. It also improved its network services throughout the country which increased the
mobile users in Nepal. Queue were started to be seen outside Nepal telecom's offices for sim
card which showed the mobile phone popularity across Nepal. With evolution of other mobile
telecommunication service providers like NCELL and UTL, today, almost every adult in Nepal
possess a mobile phone of and each individual's mobile phone varies in model and brand from
the other's.
Different Brands of mobile Phones available in Nepal
There are many brands of cell phones available in Nepalese market. So far, as contemporary
brands of cell phones or mobile phones is concerned in Nepalese market, Nokia, Samsung,
Blackberry, Motorola, LG, Sony Ericson, iPhone, Vodafone and so on are seen to exist in the
competitive market. Nokia, Samsung, Blackberry, LG, Sony Ericson and iPhone have secured
prominent position in the Nepalese market. With the strong presence of these brands, many other
brands which also exist in the market are facing hard times and the brand war among these
leading mobile brands has provided the Nepalese market with better mobile sets and variety of
features.
Nokia
This is popular brand name for the Nepalese cell phone users. This German cell phone brand
have produced and launched more than 50 brands of cell phones in the world. For example, some
of them are nokia 1100, nokia 6680, nokia 6600, nokia 7260, and so on. Its prices starts from Rs

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1500 in Nepal. Main competitors of this brand in Nepal are Samsung, Blackberry, LG and
iPhone.
Samsung
Samsung offers a wide selection of powerful and stylish internet-ready Smartphones, which
include Android, Bada and Windows mobile devices. It has increased its market share in
Nepalese market due to its affordable range of prices and and android applications. It is mostly
popular among the youngsters of Nepal.
Blackberry
BlackBerry is a range of mobile email and Smartphone devices developed and designed by
Canadian company Research In Motion (RIM) since 1999. From handsets which were very
popular for business users, Blackberry offer an extensive range of handsets for both consumer
and business users. It has therefore captured nokia's market in Nepal and is a threat to Nokia,
iPhone and samsung.
LG
Style meets function with an LG phone. LG Android and Windows mobile phones come with
touch screens and high quality cameras as well as all the latest features consumers would expect
in Smart phones making it one of the major competitor in mobile phone industry across the
world as well as in Nepal.
iPhone
The iPhone is a line of smart phones which is designed and marketed by Apple Inc. It runs
Apple's iOS mobile operating system, known as the "iPhone OS". In the recent years it has
gained huge popularity worldwide. In Nepal also iPhone has captured a huge market especially
of the higher income group. It has thus threatened established brands sales such as that of Nokia
and Samsung in Nepali market as well as worldwide.
1.2 Problem Statement
In present context, mobile phone has a huge impact in lives of people daily. In our country the
mobile phone industry is still in its growth stage, as compared to the industrially advanced
countries. It is for the fact that the economy of our country has been in the developing stage.
Now-a-days, the customers are more dynamic. Their taste, needs and preference are changing
with the advancement in technology and communication with the outside world.

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With the increase in mobile phone brands in the market, lots of mobile dealers are cropping up
old established brands and new brand of mobiles are entering the market. With the increase in
competition locally as well as from global dealers, Nepalese mobile phone dealers are coming up
with new and promotional campaigns and schemes to attract the customers.
This research is guided towards determining the preferences of various mobile phone brands by
Nepalese customers. The major problems identified regarding the mobile phone brands is to
determine the most preferred brand and to identify the attributes which are significant in
preference of a specific brand. This research aims at determining how the promotion campaigns
of mobile phones have made consumers aware about the different brands of mobile phones.
Understanding the type of mobile phone a buyer prefers is a major concern for marketers. This
research will help in determining the choice of mobile phone consumer prefers according to their
age, income level and educational background inside as well as outside Kathmandu valley and
thus selling the brands accordingly which would also help to reduce the risk of the marketer.
1.2.1 Objectives
The main objective of this study is to understand the mobile brand preference and the various
factors affecting the choice of brand. The objectives of the study are as follows:
 To identify the profiles of customers of specific brand by gender, age, locality and
education level.
 To determine the preferences of mobile phone brands by Nepalese customers.
 To identify the product attributes sought by consumers in the mobile phone brand.
 To assess the customer's perception on brand preference.
 To determine what people expect from various mobile phone brands.
 To provide a framework for those brands who want to enter the Nepali mobile phone
market.
 To understand the trend in mobile phone usage by customers.
1.2.3 Significance of the study
Successful marketing of products demand a thorough understanding of customer's taste, choice,
preference etc. This study is focused on assessing the buyers in terms of "brand preference". This
study will be significant in the following grounds:

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 Findings of the study will help marketers understand brand preference practices in mobile
phone market. It will give information about level of customer involvement in brand
searching, analyzing attributes and brand choice for the high involvement product mobile
phones. It will also help to develop the profile of specific customer of brands.
 It will be useful in creating most favourable brand by knowing the buyer perception and
response. Marketers can trace out important reasons for brand preference and can focus
according to choice, perception and preference of buyers.
 Deeper understanding of brand preference of customers can help managers to design
marketing strategy that will concentrate on customers.
 It will be a valuable reference for scholars and researchers to conduct further similar
research.

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CHAPTER 2
LITERATURE REVIEW AND THEORITICAL FRAMEWORK
2.1 Literature Review
For the research, various literatures were reviewed that were relevant in gathering information.
Customer Satisfaction
According to Philip Kotler consumer satisfaction is defined on, “personal feeling of pleasure
resulting from comparing a product’s pursued performance in relation to his or her expectations”.
Consumer attitude measurements are taken on either potential buries or existing client’s buries in
order to identify their characteristics. Consumer’s survey can provide the researcher with a
wealth of information, valuable of the marketing function.
Customer satisfaction is one of the main objectives of any organization. Every organization tries
to know how satisfied their customers from their products. In general satisfaction is a person’s
feelings of pleasure or disappointment resulting from comparing a products perceived
performance in relation to his or her expectations. If the performance is below expectations, the
customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If
the performance exceeds expectations, the customer is highly satisfied.
Many companies aim for high satisfaction because customers who are just satisfied still find it
easy to switch when a better offer comes along. Those who are highly satisfied are much less
ready to switch. High satisfaction or delight creates an emotional bond with the brand, not just a
rational preference. The result is high customer loyalty.
Brand Preference and purchase intention
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or
service as distinct from those of other sellers. One of the indicators of the strength of a brand in
the hearts and minds of customers, brand preference represents which brands are preferred under
assumptions of equality in price and availability. It can be defined as the priority that the buyer
or consumer gives to a brand. It is revealed in the purchase and use of one brand and not of
competitive brands.

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How does consumer process competitive brand information and make a final value judgement?
The consumer arrive at attitude towards various brand through preference among the brand in the
choice set. However two factors can intervene between the purchase intention and purchase
decision. The first factor is attitude of another. The extent to which person's attitude reduces
one's preferred alternative depends on the intensity of other person's negative attitude towards
consumer's preferred alternative and consumer's motivation to comply with the other person's
wishes.
The stage of consumer decision making process for the purchase shown in the hierarchy of effect
model is awareness, knowledge, liking, preference, conviction and purchase.
 Awareness: the ability of the consumer to recall a brand name either with or without
prompting.
 Knowledge: the ability of consumer to describe the important attributes of a product or
services.
 Liking: the attitude of consumer toward a product or services.
 Preferences: the degree to which a consumer feels more positive about a product or
services relative to other offering.
 Conviction: the likelihood that the consumer will purchase the product or services.
 Purchase: the acquisition of a product or service.
Brand Preference, Product Attributes, and Marketing Mix Variables in Technology
Product Markets (S. Sriram and Ramya Neelamegham)
The research done on above topic concludes that the attractiveness of a brand's product line
changes over time with entry and exit of new models and with changes in attribute and price
levels. In order to account for the potential correlation in the preferences of models offered by a
particular brand (e.g., Sony), relative model preferences are captured via their attributes and
prices. Authors have allowed for heterogeneity across consumers in their preferences for these
attributes and in their price sensitivities in addition to heterogeneity in consumers' intrinsic brand
preferences. To allow for time-varying intrinsic brand preferences, they have used a state-space
model based on the Kalman filter, which captures the influence of marketing actions such as
brand-level advertising on the dynamics of intrinsic brand preferences. Hence, the proposed
model accounts for the effects of brand preferences, model attributes and marketing mix
variables on consumer choice. They have estimated model parameters on data for the U.S. digital
camera market. Overall, finding was that the effect of dynamics in the intrinsic brand preference
is greater than the corresponding effect of the dynamics in the brand's product line attractiveness.
Assuming plausible profit margins, the authors have evaluated that the effect of increasing the
advertising expenditures for the largest and the smallest brands category can increase their

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profitability by increasing their advertising expenditures. They have also analyzed the impact of
modifying a camera model's attributes on its profits. Such an analysis could potentially be used
to evaluate if product development efforts would be profitable.
Mobile Phone Operator Brand Preference
(Anthony Dadzie, November 2011)
The author Anthony Dadzie conducted a study and the findings are most of the respondent
consumers were aware of mobile phone operator brands despite having come across few operator
service advertisements. Young males, mainly students in the tertiary institutions, single and of
Christian affiliations, dominated the market. Four factors were identified as key determinants of
mobile phone operator service choice, namely promotion, price and availability of product,
attractive packaging and product quality. There is need for mobile phone operators to incorporate
these findings in the formulation of responsive marketing strategies.
Teens and Mobile Phones
by Amanda Lenhart, Rich Ling, Scott Campbell, Kristen Purcell, Apr 20, 2010
This study is based on the 2009 Parent-Teen Cell Phone usage Survey which obtained telephone
interviews with a nationally representative sample of 800 teens age 12-to-17 years-old and their
parents living in the continental United States and conducted in 4 U.S. cities in June and October
2009 with teens between the ages of 12 and 18. The survey was conducted by Princeton Survey
Research Associates International. The interviews were done in English by Princeton Data
Source, LLC from June 26 to September 24, 2009. Statistical results are weighted to correct
known demographic discrepancies.
The research concludes that mobile phone usage and daily text messaging among American
teens has shot up in the past 18 months, from 38% of teens texting friends daily in February of
2008 to 54% of teens texting daily in September 2009. And it's not just frequency – teens are
sending enormous quantities of text messages a day. Half of teens send 50 or more text messages
a day, or 1,500 texts a month, and one in three send more than 100 texts a day, or more than
3,000 texts a month. Older teen girls ages 14-17 lead the charge on text messaging, averaging
100 messages a day for the entire cohort. The youngest teen boys are the most resistant to texting
– averaging 20 messages per day. Text messaging has become the primary way that teens reach
their friends, surpassing face-to-face contact, email, instant messaging and voice calling as the
go-to daily communication tool for this age group. However, voice calling is still the preferred
mode for reaching parents for most teens. This research thus highlights the importance of mobile
phone attributes such as text messaging and what marketers need to consider while developing a
brand of mobile phone for the target customers.

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Cell phone users and preference for brand
by Harris Interactive
According to the latest survey of cell phone users by Harris Interactive, 54 per cent of U.S. adult
cell phone users say they have no preference for an existing brand or a new one offered by their
service provider. Meanwhile, the rest differ in opinion between interest in a new brand 27 per
cent and an existing brand 19 per cent. The survey also showed that 64 per cent of respondents
agree that more competition among cell phone manufacturers will lead to product innovation. 40
per cent believe it will ensure more choices in the marketplace.
According to the survey, there is some scepticism about cellular service providers offering their
own brand of phones, and approximately one-third think this actually may result in decreased
competition and higher prices in the long run. Around 30 per cent agree that smaller wireless
service providers who cannot manufacture their own phones will go out of business, and another
21 per cent feels that wireless service providers lack the design skills to build quality handsets.
"Cellphone manufacturing by the large wireless service providers is the next logical step in this
market," said Joe Porus, cell phone vice president and chief architect for the Harris Interactive
technology. "If they can pull this off, it will give their bottom lines a nice lift, but a failed entry
here could start a new phase of consolidations in the industry. This apple is likely too tempting to
leave on the tree new cell phones could be coming your way soon."

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2.2 Theoretical Framework
Figure 1: Theoretical Framework for study of Brand Preference of Mobile Phones
2.2.1 Research Questions
For the purpose of study, the research will be based on the following questions:
1. Is there a significant relationship between gender and mobile phone brand preference?
2. Is there a significant relationship between age and mobile brand preference?
3. Is there a significant relationship between family monthly income and mobile brand
preference?
4. Is there a significant relationship between education level/ literacy level and mobile brand
preference?
5. Is there a significant relationship between brand attributes and mobile brand preference?
6. Is there a significant relationship between price of phone and brand preference?
7. Is there a significant relationship between age and current mobile brand usage?
8. Is there a significant relationship between gender and current mobile brand usage?
Mobile
Brand
Preference
Age
Income
Usage
Educational
Level
Gender
Attributes
Price

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9. Is there significant relationship between Monthly family income and mobile price range
preference?
10. Is there a significant relationship between mobile phone usage and mobile purchase
behaviour?
11. Is there a significant relationship between age and mobile attributes preference?
12. Is there significant relationship between age group and mobile phone usage purpose?
13. Is there significant relationship between gender and current mobile usage duration?
14. Is there significant relationship between age group and current mobile usage duration?
15. Is there significant relationship between monthly family income and current mobile usage
duration?
16. Is there significant relationship between educational level and better features preference?
2.2.2 Research Hypothesis
There are various factors that influence the brand preference on mobile phones. It can be
external, internal or situational factors. The dependent variable in this study, “Study of Brand
Preference of Mobile Phones in Nepal” is brand preference. Following comprises the list of
independent variable taken into account for the study.
 Age
 Gender
 Education Level
 Income
 Features
 Price
 Usage
 Brand attributes
Hypothesis formulated for the purpose of study are as follows:
Hypothesis 1:
Null Hypothesis (H0): There is no significant relationship between gender and mobile phone
brand preference.

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Alternative Hypothesis (H1): There is significant relationship between gender and mobile phone
brand preference.
Hypothesis 2:
Null Hypothesis (H0): There is no significant relationship between age and mobile brand
preference.
Alternative Hypothesis (H1): There is significant relationship between age and mobile brand
preference.
Hypothesis 3:
Null Hypothesis (H0): There is no significant relationship between family monthly income and
mobile brand preference.
Alternative Hypothesis (H1): There is significant relationship between family monthly income
and mobile brand preference.
Hypothesis 4:
Null Hypothesis (H0): There is no significant relationship between literacy level and mobile
brand preference.
Alternative Hypothesis (H1): There is significant relationship literacy level and mobile brand
preference.
Hypothesis 5:
Null Hypothesis (H0): There is no significant relationship between brand attributes and mobile
brand preference.
Alternative Hypothesis (H1): There is significant relationship between brand attributes and
mobile brand preference.

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Hypothesis 6:
Null Hypothesis (H0): There is no significant relationship between price of phone and brand
preference.
Alternative Hypothesis (H1): There is significant relationship between price of phone and brand
preference.
Hypothesis 7:
Null Hypothesis (H0): There is no significant relationship between age and current mobile brand
usage.
Alternative Hypothesis (H1): There is significant relationship between age and current mobile
brand usage.
Hypothesis 8:
Null Hypothesis (H0): There is no significant relationship between gender and current mobile
brand usage.
Alternative Hypothesis (H1): There is significant relationship between gender and current mobile
brand usage.
Hypothesis 9:
Null Hypothesis (H0): There is no significant relationship between monthly family income and
mobile price range preference.
Alternative Hypothesis (H1): There is significant relationship between monthly family income
and mobile price range preference.
Hypothesis 10:
Null Hypothesis (H0): There is no significant relationship between mobile phone usage and
mobile purchase behaviour.
Alternative Hypothesis (H1): There is significant relationship between mobile phone usage and
mobile purchase behaviour.

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Hypothesis 11:
Null Hypothesis (H0): There is no significant relationship between age and mobile attributes
preference.
Alternative Hypothesis (H1): There is significant relationship between age and mobile attributes
preference.
Hypothesis 12:
Null Hypothesis (H0): There is no significant relationship between age group and mobile phone
usage purpose.
Alternative Hypothesis (H1): There is significant relationship between age group and mobile
phone usage purpose.
Hypothesis 13:
Null Hypothesis (H0): There is no significant relationship between gender and current mobile
usage duration.
Alternative Hypothesis (H1): There is significant relationship between gender and current mobile
usage duration.
Hypothesis 14:
Null Hypothesis (H0): There is no significant relationship between age group and current mobile
usage duration.
Alternative Hypothesis (H1): There is significant relationship between age group and current
mobile usage duration.
Hypothesis 15:
Null Hypothesis (H0): There is no significant relationship between monthly family income and
current mobile usage duration.
Alternative Hypothesis (H1): There is significant relationship between monthly family income
and current mobile usage duration.

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Hypothesis 16:
Null Hypothesis (H0): There is no significant relationship between educational level and better
features preference.
Alternative Hypothesis (H1): There is significant relationship between educational level and
better features preference.

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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Research Plan and Design
The main purpose of study is to find out the mobile brand preferences of respondents inside
Kathmandu Valley from various gender, age, income level. An exploratory research was carried
out to achieve this purpose. The research is quantitative in nature. The data collected is analyzed
statistically to interpret findings and results. Primary as well as secondary sources are used. For
primary sources of data, questionnaire was used. For secondary data, various sources like
internet, books, and journals are used.
3.2 Population and Sample
The population for this study is comprised of all people in Kathmandu Valley who possess a
mobile phone. For this purpose convenience sampling method is used. To gather the primary
information on preference of consumers, questionnaire survey was conducted with 91
respondents.
3.3 Description of the Sample
3.3.1 Sampling Frame
All the people of Nepal who possess a mobile phone.
3.3.2 Sample unit
The sample unit for this study is of different age groups.
3.3.3 Determination of Sample
The size of the sample is 91. The sample is divided into sub samples in terms of the four
age groups. Each age group have distribution sample size of about 10.
3.3.4 Sampling method
For this study, non-probability sampling is used. It is because determining the population
size of people preferring various mobile phone brands is difficult. Therefore, sampling
method used is the convenience quota sampling.

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3.4 Instrumentation
The instrument used for this research is questionnaire. The questionnaire included 13 questions
that included demographic questions as well as questions regarding customer's brand preference
and attributes choice on mobile phone. The questionnaire will focus more on the qualitative
aspect of the respondents than the quantitative aspects because of the nature of the research.
Questionnaire will consist of various types of question such as ranking scale questionnaires,
single response questions, multiple response questions, LIKERT scale and others. Likewise, a
structured questionnaire design will be used.
3.5 Data collection Procedure
Both primary and secondary source of data are used while conducting the research. The
researcher has used secondary sources of data like internet, journals; reports for background
study, literature review and problem identification of the research. The researcher has used
primary source of data via questionnaire. Questionnaire was distributed to 91 respondents. While
selecting the respondents the researcher has ensured that the data are homogeneous in nature and
is distributed in terms of age group. We have used the age group of 15-24 years, 25-30 years, 31-
40 and 41 above. The questionnaires are self-administered as well as researcher administered.
3.6 Validity and Reliability
For validity, questionnaires were reviewed with the help of expert’s opinions and suggestions.
Past questionnaires were also referred from reports carried out on similar topics. The
questionnaire will ensure that it meets the research objective. A small pre-testing will be done
with around 10 samples. In pre-testing, respondents will be asked to find any ambiguities and
difficulties in answering the questions.
For reliability, the researcher has administered the question personally to each respondent so that
there is no inconsistency in answering the question. The results and findings of the research has
also been compared with results of similar research. If degree of variance is excessively large,
the research will be investigated for reliability. Internal consistency reliability will also be tested
using LIKERT scale.
3.7 Analysis Plan
3.7.1 Data Management and Analysis
For this research report, SPSS 16.0 and MS EXCEL was used for the analysis if the data. With
the help of this software, the data collected from the sources were classified, tabulated and
analyzed using statistical tools like mean, median, variance and others according to the needs of

25
the research. Similarly, in case of inferential analysis, both parametric and non-parametric test
will be used to determine and study various characteristics of the sample. Parametric tests such
as one way ANOVA, independent sample t-test, and Pearson’s correlation, whereas non-
parametric tests such as chi-square test, Spearman’s rank order correlation, were used in the
study. Open-ended questions in the questionnaire were analyzed separately.
3.7.2 Method of Data Analysis
The main source of the analysis of the data is questionnaire. Questionnaire consists of questions
related with the mobile brand preference with a view to get the research output as required.
3.8 Limitation of the Study
The research will have the following limitations:
 The research has been prepared within a span of one month and thus there was limited
time for conducting the research and literature review.
 The research is based on the sample size of 91 and mainly quantitative measure was
taken to measure the brand preference of mobile phones among customers.
 The age group has been selected above 15 years so as to reduce the response error.
 Opinions of respondents have been taken as a sense of truth which may not be correct.
 Research is limited to within Kathmandu Valley.

26
CHAPTER 4
DATA ANALYSIS
In thischapter,the informationcollectedfromthe questionnaire isanalyzedasfollows:
4.1 Distribution by Gender
Table 1: Distribution by Gender
Gender Frequency Percent
Male 38 41.8
Female 53 58.2
Total 91 100.0
The table shows that 41.8% of the sample size is male and remaining 58.2% is female. So, we
can conclude that the mobile phones brand preference is higher in females than in males.
4.2 Distribution by Age Group
Table 2: Distribution by Age Group
The table shows that 40.7% of the respondents are from the age group 16-24 years, 30.8% from
25-30 years and remaining 28.6% from 31-40 years. So, we can conclude that the mobile brand
preference is higher in the youths of age group 16-24 years.
Age Frequency Percent
16-24 37 40.7
25-30 28 30.8
31-40 26 28.6
Total 91 100.0

27
4.3 Distribution by Literacy Level
Table 3: Distribution by Literacy Level
Educational Qualification Frequency Percent
Up to Intermediate 15 16.4
Bachelors 32 35.2
Masters and Above 44 48.4
Total 91 100.0
The table shows that only 16.4% of the youths have educational qualification of up to
intermediate level while 35.2% are studying bachelor’s level and remaining 48.4% studying
masters and above who prefer various mobile phone brands.
4.4 Distribution by Income Level
Table 4: Distribution by Income Level
Monthly Family Income Frequency
Percent
Less than 25,000 25 27.4
25000-50000 30 33.0
More than 50000 36 39.6
100 100 100.0
The table shows that 27.4% of the youths have monthly family income less than NPR 25,000;
33% have between NPR 25,000 and 50,000 while 39.6% have monthly family income more than
NPR 50,000.

28
4.5 Distribution by Price Range
Table 5: Distribution by Price Range
Price Range Frequency Percent
less than 5000 4 4.4
5000-10000 16 17.6
10000-20000 30 33.0
Above 20000 41 45.1
Total 91 100.0
The table shows that 4.4% of youth possess mobile phone of price range less than 5000; 17.6%
have between 5000-10000; 33% have mobile phone between price range 10000-20000 and
45.1% youth have mobile phone of price range above 20000.
4.6 Descriptive Statistics of Brand of Mobile Preferred
Table 6: Descriptive Statistics of Brand of Mobile Preferred
Brand of
mobile Phone
n Maximum Minimum Mean Standard
Deviation
Nokia 91 1 5 2.8 1.27
Blackberry 91 1 5 3.1 1.22
Samsung 91 1 5 2.6 1.16
iPhone 91 1 5 2.0 1.18
LG 91 1 5 4.4 1.09
The table shows that iPhone is mostly preferred by youth with mean of 2.07 while LG brand is
the least preferred mobile phone brand with the mean of 4.4.

29
4.7 Analysis between Age Group and Mobile Brand Preference
Table 7: Analysis between Age Group and Mobile Brand Preferred
n Mean
Std.
Deviation Maximum Minimum F Sig.
Nokia 16-24 37 3.3 1.244 1 5
25-30 28 2.89 1.166 1 5 10.37 0.00
31-40 26 1.96 0.999 1 4
Total 91 2.79 1.269 1 5
Blackberry 16-24 37 3.16 0.898 1 5 2.65 0.07
25-30 28 2.75 1.295 1 5
31-40 26 3.5 1.449 1 5
Total 91 3.13 1.222 1 5
Samsung 16-24 37 2.11 1.048 1 4 6.75 0.002
25-30 28 2.93 1.086 1 5
31-40 26 3 1.166 1 5
Total 91 2.62 1.162 1 5
iPhone 16-24 37 1.92 1.064 1 5 0.59 0.55
25-30 28 2.14 1.325 1 5
31-40 26 2.23 1.177 1 5
Total 91 2.08 1.176 1 5
LG 16-24 37 4.14 1.016 1 5 0.54 0.58
25-30 28 4.29 1.357 1 5
31-40 26 4.31 0.884 2 5
The table shows that the youths of age group 31-40 years mostly prefer Nokia mobile phone with
the highest mean of 1.96 and standard deviation of 0.999; youths of age group 25-30 years prefer
Blackberry mobile phone with highest mean 2.75 and standard deviation 1.295; youth of age
group 16-24 prefer Samsung mobile phone mostly with highest mean 2.11 and standard
deviation 1.048; youth of age group 16-24 years mostly iPhone with the highest mean of 1.92
and standard deviation of 1.064. Similarly, youth of age group 25-30 mostly prefer LG mobile
with highest mean 4.29 and respective standard deviation of 1.357.

30
Hypothesis Testing for Preference for Nokia mobile:
Since p value (0.00) < α (0.05), we reject null hypothesis. Thus, there is significant relationship
between age group and preference for Nokia mobile brand.
Hypothesis Testing for Preference for Blackberry mobile:
Since p value (0.07) > α (0.05), we do not reject null hypothesis. Thus, there is no significant
relationship between age group and preference for Blackberry mobile brand.
Hypothesis Testing for Samsung:
between age group and preference for Samsung mobile brand.
Hypothesis Testing for iPhone:
relationship between age group and preference for iPhone mobile brand.
Hypothesis Testing for LG:
Since p value (0.58) > α (0.05), we do notreject null hypothesis. Thus, there is no significant
relationship between age group and preference for LG mobile brand.

31
4.8 Analysis between Literacy Level and Mobile Brand Preferred
Table 8: Analysis between Literacy Level and Mobile Brand Preferred
Mobile
Brand Literacy Level n Mean
Std.
Nokia
Upto
Intermediate/+2 15 2.8 1.265 1 5 0.459 0.634
Bachelors 32 2.62 1.238 1 5
Masters and
Above 44 2.91 1.309 1 5
Total 91 2.79 1.269 1 5
Blackberry
Upto
Intermediate/+2 15 3.47 1.187 1 5 0.822 0.443
Bachelors 32 3.16 1.019 1 5
Masters and
Above 44 3 1.364 1 5
Total 91 3.13 1.222 1 5
Samsung
Upto
Intermediate/+2 15 2.13 0.64 1 3 1.722 0.185
Bachelors 32 2.62 1.185 1 5
Masters and
Above 44 2.77 1.255 1 5
Total 91 2.62 1.162 1 5
iPhone
Upto
Intermediate/+2 15 2.2 1.373 1 5 0.105 0.900
Bachelors 32 2.03 1.231 1 5
Masters and
Above 44 2.07 1.087 1 4
Total 91 2.08 1.176 1 5
LG
Upto
Intermediate/+2 15 4.4 1.242 1 5 0.913 0.405
Bachelors 32 4.59 0.911 2 5
Masters and
Above 44 4.25 1.164 1 5
Total 91
The table above shows that the youths studying upto bachelors mostly prefer Nokia mobile
phone with the highest mean of 2.62 and standard deviation of 1.238; youths with educational
level masters and above prefer Blackberry mobile phone with highest mean 3 and standard
deviation 1.364; youth with education upto intermediate prefer Samsung mobile phone mostly
with highest mean 2.13 and standard deviation 0.64; youth of educational level bachelors mostly
iPhone with the highest mean of 2.03 and standard deviation of 1.231. Similarly, youth with

32
education level upto masters and above mostly prefer LG mobile with highest mean 4.25 and
respective standard deviation of 1.164.
relationship between literacy level and preference for Nokia mobile brand.
relationship between literacy level and preference for Blackberry mobile brand.
relationship between literacy level and preference for Samsung mobile brand.
relationship between literacy level and preference for iPhone mobile brand.
relationship between literacy level and preference for LG mobile brand.

33
4.9 Analysis between Monthly Family Income and Mobile Brand Preferred
Table 9: Analysis between Monthly Family Income and Mobile Brand Preferred
Mobile
Brand
Monthly
Family
Income n Mean
Std.
Nokia
Less than
25,000 25 2.76 1.332 1 5 0.091 0.913
25000-
50000 30 2.73 1.202 1 5
More than
50000 36 2.86 1.313 1 5
Total 91 2.79 1.269 1 5
Blackberry
Less than
25,000 25 2.92 1.288 1 5 0.627 0.537
25000-
50000 30 3.13 1.167 1 5
More than
50000 36 3.28 1.233 1 5
Total 91 3.13 1.222 1 5
Samsung
Less than
25,000 25 2.52 1.005 1 5 0.167 0.846
25000-
50000 30 2.6 1.276 1 5
More than
50000 36 2.69 1.191 1 5
Total 91 2.62 1.162 1 5
iPhone
Less than
25,000 25 2.44 1.356 1 5 2.009 0.140
25000-
50000 30 2.07 1.143 1 5
More than
50000 36 1.83 1.028 1 4
Total 91 2.08 1.176 1 5
LG
Less than
25,000 25 4.36 1.254 1 5 0.204 0.816
25000-
50000 30 4.5 1.009 1 5
More than
50000 36 4.33 1.069 1 5
Total 91 4.40 1.094 1 5

34
The table shows that the youths with monthly family income 25000-50000 mostly prefer Nokia
mobile phone with the highest mean of 2.73 and standard deviation of 1.202; youths with
monthly family income below 25000 prefer Blackberry mobile phone with highest mean 2.92
and standard deviation 1.288; youth with monthly family income less than 25,000 prefer
Samsung mobile phone mostly with highest mean 2.52 and standard deviation 1.005; youth with
monthly family income more than 50,000 mostly prefer iPhone with the highest mean of 1.83
and standard deviation of 1.028. Similarly, youth with monthly family income more than 50,000
mostly prefer LG mobile with highest mean 4.33 and respective standard deviation of 1.069.
relationship between monthly family income and preference for Nokia mobile brand.
relationship between monthly family income and preference for Blackberry mobile brand.
relationship between monthly family income and preference for Samsung mobile brand.
relationship between monthly family income and preference for iPhone mobile brand.
relationship between monthly family income and preference for LG mobile brand.

35
4.10 Analysis between Price Range and Mobile Brand Preferred
Table 10: Analysis between Price Range and Mobile Brand Preferred
Mobile
Brand Price range n Mean
Std.
Nokia
less than
5000 7 3.29 1.113 2 5 0.68 0.567
5000-10000 14 2.71 1.326 1 4
10000-
20000 29 2.59 1.402 1 5
Above
20000 41 2.88 1.187 1 5
Total 91 2.79 1.269 1 5
Blackberry
less than
5000 7 4.14 0.9 3 5 2.194 0.094
5000-10000 14 3.21 1.578 1 5
10000-
20000 29 3.17 1.037 1 5
Above
20000 41 2.9 1.2 1 5
Total 91 3.13 1.222 1 5
Samsung
less than
5000 7 1.86 0.9 1 3 1.655 0.183
5000-10000 14 3 1.177 1 5
10000-
20000 29 2.52 1.122 1 4
Above
20000 41 2.68 1.192 1 5
Total 91 2.62 1.162 1 5
iPhone
less than
5000 7 1.43 0.535 1 2 1.894 0.137
5000-10000 14 2.64 1.55 1 5
10000-
20000 29 2 1 1 4
Above
20000 41 2.05 1.182 1 5
Total 91 2.08 1.176 1 5
LG
less than
5000 7 4.29 0.756 3 5 4.614 0.005
5000-10000 14 3.5 1.401 1 5
10000-
20000 29 4.72 0.702 2 5
Above
20000 41 4.49 1.121 1 5
Total 91 4.4 1.094 1 5

36
The table shows that the youths prefer Nokia mobile phone with price range of 10000-20000
with the highest mean of 2.59 and standard deviation of 1.402; youths with mobile price range
above 20000 prefer Blackberry mobile phone with highest mean 2.9 and standard deviation 1.2;
youth with mobile price range below 5000 prefer Samsung mobile phone mostly with highest
mean 1.86 and standard deviation 0.9; youth with price range below 5000 mostly prefer iPhone
with the highest mean of 1.43 and standard deviation of 0.535. Similarly, youth with price range
5000-10000 mostly prefer LG mobile with highest mean 3.5 and respective standard deviation of
1.401.
relationship between price range and preference for Nokia mobile brand.
relationship between price range and preference for Blackberry mobile brand.
relationship between price range and preference for Samsung mobile brand.
relationship between price range and preference for iPhone mobile brand.
between price range and preference for LG mobile brand.

37
4.11 Analysis between Age Group and Mobile Brand Attribute Preference
Table 11: Analysis between Age group and Mobile Brand Attribute Preferred
The table shows that the youths of age group 25-30 years mostly prefer touch pad in mobile
phone with the highest mean of 4.21 and standard deviation of 1.101; youths of age group 31-40
years prefer blue tooth hand set attribute in mobile phone with highest mean 3.81 and standard
deviation 0.634; youth of age group 25-30 prefer camera in mobile phone mostly with highest
mean 4.54 and standard deviation 0.74431; youth of age group 31-40 years mostly prefer
fm/radio with the highest mean of 4.08 and standard deviation of 0.845; youth of age group 16-
24 mostly prefer memory card in their mobile phone with highest mean 4.57 and standard
Attributes
Age
Group n Mean
Std.
Deviation Minimum Maximum
F Sig.
Touch Pad 16-24 37 3.81 1.175 1 5 2.934 0.058
25-30 28 4.21 1.101 1 5
31-40 26 3.42 1.332 1 5
Total 91 3.82 1.226 1 5
Bluetooth 16-24 37 3.62 1.21 1 5 0.62 0.541
25-30 28 3.5 1.036 1 5
31-40 26 3.81 0.634 3 5
Total 91 3.64 1.017 1 5
Camera 16-24 36 4.53 0.845 1 5 2.233 0.113
25-30 28 4.54 0.744 3 5
31-40 26 4.15 0.675 3 5
Total 90 4.42 0.779 1 5
FM/Radio 16-24 37 3.95 1.026 1 5 3.634 0.030
25-30 28 3.36 1.283 1 5
31-40 26 4.08 0.845 2 5
Total 91 3.8 1.098 1 5
Memory
Card 16-24 37 4.57 0.867 1 5
4.486 0.035
25-30 28 4.32 0.772 2 5
31-40 26 4.04 0.662 3 5
Total 91 4.34 0.806 1 5
Wifi 16-24 37 4.78 0.712 1 5 12.983 0.000
25-30 28 4.75 0.844 1 5
31-40 26 3.69 1.192 1 5
Total 91 4.46 1.025 1 5

38
deviation 0.867. similarly, youth of age group 16-24 mostly prefer wifi attribute in mobile with
highest mean 4.78 and respective standard deviation of 0.712.
Hypothesis Testing for Preference for Touch pad in mobile:
relationship between age group and preference for touch pad in mobile.
Hypothesis Testing for Preference for Bluetooth hand set in mobile:
relationship between age group and preference for blue tooth hand set in mobile.
Hypothesis Testing for Camera:
relationship between age group and preference for camera in mobile.
Hypothesis Testing for FM/radio:
between age group and preference for FM/radio in mobile.
Hypothesis Testing for Memory Card:
between age group and preference for Memory card in mobile.
Hypothesis Testing for Wifi:
between age group and preference for Wifi in mobile.

39
4.12 Analysis between Age Group and Mobile Phone Usage Purpose
Table 12: Analysis between Age Group and Mobile Phone Usage Purpose
Purpose
Age
Group n Mean
Std.
Deviation Minimum Maximum F Sig.
Use mostly
for Call 16-24 37 4.54 0.96 1 5 0.2 0.819
25-30 28 4.61 0.994 1 5
31-40 26 4.69 0.838 1 5
Total 91 4.6 0.93 1 5
Use mostly
for Internet 16-24 37 3.46 1.386 1 5 10.159 0
25-30 28 4.39 0.956 1 5
31-40 26 2.73 1.663 1 5
Total 91 3.54 1.493 1 5
Use mostly
for Songs
and
Multimedia 16-24 37 3.54 1.169 1 5 0.754 0.473
25-30 28 3.89 0.956 1 5 2.704
31-40 26 3.69 1.289 1 5
Total 91 3.69 1.142 1 5
Use mostly
for Camera 16-24 37 3.14 1.159 1 5 2.704 0.072
25-30 28 3.82 1.02 2 5
31-40 26 3.35 1.384 1 5
Total 91 3.41 1.211 1 5
Use mostly
for Memory 16-24 37 3.27 1.194 1 5 0.184 0.832
25-30 28 3.07 1.631 1 5
31-40 26 3.19 1.059 1 5
Total 91 3.19 1.299 1 5
The table shows that the youths of age group 16-24 use their mobile mostly for call with the
highest mean of 4.54 and standard deviation of 0.96; youths of age group 25-30 use their mobile
phone mostly for internet with highest mean 4.39 and standard deviation 0.956; youth of age
group 25-30 prefer songs and multimedia mostly with highest mean 3.89 and standard deviation
0.956; youth of age group 25-30 prefer to use camera mostly with the highest mean of 3.82 and
standard deviation of 1.02. Similarly, youth of age group 31-40 use phone mostly for memory
with highest mean 3.19 and respective standard deviation of 1.059.

40
Hypothesis Testing for use mostly for Call:
relationship between age group and using mobile phone for call purpose.
Hypothesis Testing for use mostly for internet:
between age group and using mobile phone for internet purpose.
Hypothesis Testing for use mostly for songs and multimedia:
relationship between age group and using mobile phone for songs and multimedia.
Hypothesis Testing for use mostly for Camera:
relationship between age group and using mobile phone for camera.
Hypothesis Testing for use mostly for memory:
relationship between age group and using mobile phone for memory.
4.13 Analysis between Gender and Duration of Current Mobile Brand Usage
Table 13: Analysis between Gender and Duration of Current Mobile Brand Usage
t-test for Equality
of Means
Gender n Mean
Std.
Deviation t
Sig. (2-
tailed)
No of yrs
usage Male 38 2.08 1.477
0.278 0.782Female 53 2 1.225
The above table shows that male use their mobile phone for longer time (2.08 yrs) than female
(2 yrs) with the standard deviations of 1.477 and 1.225 respectively.

41
Hypothesis Testing:
As p-value (0.782) > α (0.05), we do not reject null hypothesis. Thus, there is no significant
relationship between gender and current mobile brand usage.
4.14 Analysis Between Age Group and Current Mobile Brand Usage Duration
Table 14: Analysis between Age Group and Current Mobile Brand Usage Duration
Age
Group n Mean
Std.
16-24 37 2.14 1.337 1 7 2.337 0.103
25-30 28 1.61 0.786 1 4
31-40 26 2.35 1.672 1 8
Total 91 2.03 1.329 1 8
The table shows that the youths of 31-40 years use the same mobile phone brand for maximum
time and the youths of age group 25-30 years use same mobile brand minimum time with the
respective standard deviations of 2.35 yrs and 1.61 yrs.
Hypothesis Testing:
Since p-value (0.103) > α (0.05), so we do not reject null hypothesis. Thus, there is no significant
relationship between age group and mobile phone brand usage duration.
4.15 Analysis between Monthly Family Income and Current Mobile Brand Usage
Duration
Table 15: Analysis between Monthly Family Income and Current Mobile Brand Usage Duration
Monthly
Family
Income n Mean
Std.
Less than
25,000 25 2.64 1.823 1 8 4.014 0.021
25000-50000 30 1.7 0.915 1 4
More than
50000 36 1.89 1.09 1 5
Total 91 2.03 1.329 1 8

42
The table shows that youth with monthly family income less than Rs. 25000 use the same mobile
phone brand for maximum time and the youths with monthly family income Rs. 25000-50000
use same mobile brand minimum time with the respective standard deviations of 1.823 yrs and
1.09 yrs.
Hypothesis Testing:
Since p-value (0.021) < α (0.05), so we reject null hypothesis. Thus, there is significant
relationship between monthly family income and mobile phone brand usage duration.
4.16 Analysis between Age and Current Mobile Brand Usage
Table 16: Analysis between Age and Current Mobile Brand Usage
Current Mobile Phone
Age Nokia Blackberry Samsung iPhone
Sony
Ericson LG Others Total
16-24 Count 9 1 12 6 4 0 5 37
%
within
Age
24.30
% 2.70% 32.40%
16.20
% 10.80% 0.00%
13.50
%
100.00
%
25-30 Count 3 4 5 8 0 3 5 28
%
within
Age
10.70
% 14.30% 17.90%
28.60
% 0.00%
10.70
%
17.90
%
100.00
%
31-40 Count 9 4 5 4 1 2 1 26
%
within
Age
34.60
% 15.40% 19.20%
15.40
% 3.80% 7.70% 3.80%
100.00
%
Total Count 21 9 22 18 5 5 11 91
%
within
Age
23.10
% 9.90% 24.20%
19.80
% 5.50% 5.50%
12.10
%
100.00
%
The table shows that all age groups use various mobile phone brands with the highest count of
24.30% on Nokia by age group 16-24; 28.60% on iPhone age group 25-30 and 34.60% on Nokia
by age group 31-40 respectively.

43
Chi Square Test:
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square
19.521
a 12 0.077
relationship between age group and current mobile brand use.
4.17 Analysis between Gender and Current Mobile Brand Usage
Table 17: Analysis between Gender and Current Mobile Brand Usage
Current Mobile Phone
Gender Nokia
Blackberr
y
Samsun
g iPhone
Sony
Ericso
n LG Others Total
Male Count 9 5 8 7 1 4 4 38
%
within
Gender
23.70
% 13.20% 21.10%
18.40
% 2.60%
10.50
%
10.50
%
100.00
%
Female Count 12 4 14 11 4 1 7 53
%
within
Gender
22.60
% 7.50% 26.40%
20.80
% 7.50% 1.90%
13.20
%
100.00
%
Total Count 21 9 22 18 5 5 11 91
%
within
Gender
23.10
% 9.90% 24.20%
19.80
% 5.50% 5.50%
12.10
%
100.00
%
the table shows that both male and female use various mobile phone brands with the highest
count of 23.70% on Nokia by Male and 22.60% on Nokia by female respectively.

44
Chi Square Test:
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-Square 5.151a 6 0.525
relationship between gender and current mobile brand use.
4.18 Analysis between Monthly Family Income and Price Range
Table 18: Analysis between Monthly Family Income and Price Range
Price Range
Monthly
Family
Income
less than
5000
5000-
10000
10000-
20000
Above
20000 Total
Lessthan
25,000 Count 2 8 8 7 25
% withinMonthlyFamily
Income 8.00% 32.00% 32.00% 28.00% 100.00%
25000-50000 Count 3 3 9 15 30
Income 10.00% 10.00% 30.00% 50.00% 100.00%
More than
50000 Count 3 3 11 19 36
Income 8.30% 8.30% 30.60% 52.80% 100.00%
Total Count 8 14 28 41 91
% within MonthlyFamily
Income 8.80% 15.40% 30.80% 45.10% 100.00%
The table shows that the youths of all income levels are not affected by the price of their
preferred mobile phone brands.
However, youths from monthly family earning more than NPR 50,000 are most likely to buy
mobile brands of price range of above 20,000 (50%) while youths from monthly family earning
NPR 25,000-50,000 are mostly likely to buy mobile from price range above 20000 and youth

45
from monthly family income above NPR 50.000 are likely to buy mobile phone of price range
above 20000 (52.80%).
Chi Square Test:
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-
Square 8.563a 6 0.2
relationship between monthly family income and mobile price range selection.
4.19 Analysis between Educational Level and Better Features Preference
Table 19: Analysis between Educational Level and better Features Preference
Better Features
Educational
Qualification No yes Total
Upto
Intermediate/+2 Count 3 12 15
% withinEducational
Qualification 20.00% 80.00% 100.00%
Bachelors Count 9 23 32
% within Educational
Qualification 28.10% 71.90% 100.00%
Masters and
Above Count 18 26 44
% withinEducational
Qualification 40.90% 59.10% 100.00%
Total Count 30 61 91
% withinEducational
Qualification 33.00% 67.00% 100.00%
The table shows that youth with educational qualification upto intermediate are mostly affected
by better features (80%) while youth with educational qualification of masters and above are
least affected by better features in mobile phone.

46
Chi Square Test:
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-Square 2.737a 2 0.255
relationship between educational qualification and better features preference.
4.20 Analysis of Likert Scale
Table 20: Analysis of Likert Scale
Test Value = 3
Statement n Minimum Maximum Mean Std. Deviation t
Sig. (2-
tailed)
Use mostly for Call 104 1 5 4.60 0.930 16.466 0.000
Use mostly for Internet 104 1 5 3.54 1.493 3.440 0.001
Use mostly for Songs
and multimedia 104 1 5 3.69 1.142 5.783
0.000
Use mostly for Camera 104 1 5 3.41 1.211 3.203 0.002
Use mostly for
Memory 104 1 5 3.19 1.299 1.372
0.173
The table shows that the youths use their mobile phone mostly for all six purposes. However,
they use their mobile phones mostly for making calls and for songs and multimedia. They use
their mobile phone least for memory.
Since p-values of usage for call, internet, songs and multimedia, and camera (0.000), (0.001),
(0.000), (0.002) each < α (0.005), so we reject null hypothesis. Thus, there is significant
relationship between mobile phone usage and mobile purchase behaviour.

47
4.21 Analysis of the variables of Likert Scale
Table 21: Analysis of the Variables of Likert Scale
Statements
Use
mostly
for Call
Use
mostly
for
internet
For Songs
and
Multimedia
Use mostly
for Camera
Use
mostly
for
Memory
Use mostly for Call
Pearson
Correlation
-0.077 0.177 .214* -0.039
Sig. (2-
tailed)
0.468 0.093 0.042 0.711
N
91 91 91 91
Use mostly for Internet
Pearson
Correlation
.300** .382** 0.131
Sig. (2-
tailed)
0.004 0 0.216
N
91 91 91
For Songs and
multimedia
Pearson
Correlation
.469** .316**
Sig. (2-
tailed)
0 0.002
N
91 91
Use mostly for Camera
Pearson
Correlation
.361**
Sig. (2-
tailed)
0
N
91
Use mostly for Memory
Pearson
Correlation
1
Sig. (2-
tailed)
N
91
**. Correlation is
significant at the 0.01
level (2-tailed).
Correlation and Relationship of Call feature with,

48
Internet: There is negative correlation between call and internet feature (-0.077) and since p-
value (0.468) > α (0.005), we do not reject null hypothesis. Thus, there is no significant
relationship between call and internet features of preferred mobile brand.
Songs and Multimedia: There is positive correlation between call feature and songs and
multimedia (0.177) and since p-value (0.093) > α (0.005), we do not reject null hypothesis. Thus,
there is no significant relationship between call feature and songs and multimedia of the most
preferred mobile brand.
Camera: There is positive correlation between call feature and camera feature (0.214) and since
p-value (0.042) > α (0.005), we do not reject null hypothesis. Thus, there is no significant
relationship between Call feature and camera feature preference of most preferred mobile brand.
Memory: There is negative correlation between call feature preference and memory preference (-
0.039) and since p-value (0.711) > α (0.005), we do not reject null hypothesis. Thus, there is no
significant relationship between call feature preference and memory preference of most preferred
mobile brand.
Correlation and Relationship of Internet feature preference with,
Memory: There is positive correlation between internet feature preference and memory
preference (0.131) and since p-value (0.216) > α (0.005), we do not reject null hypothesis. Thus,
there is no significant relationship between internet feature preference and memory preference.
Songs and Multimedia: There is positive correlation between internet feature preference and
songs and multimedia preference (0.300) and since p-value (0.004) < α (0.005), we reject null
hypothesis. Thus, there is significant relationship between internet feature preference and songs
and multimedia preference of most preferred mobile brand.
Camera: There is positive correlation between internet feature preference and camera preference
(0.382) and since p-value (0.000) < α (0.005), we reject null hypothesis. Thus, there is significant
relationship between internet feature preference and camera preference.
Correlation and Relationship of Songs and Multimedia feature with,
Camera: There is positive correlation between songs and multimedia preference and camera
preference in mobile phone (0.469) and since p-value (0.000) < α (0.005), we reject null
hypothesis. Thus, there is significant relationship between songs and multimedia preference and
camera preference in mobile phone.
Memory: There is positive correlation between songs and multimedia preference and memory
preference in mobile brand (0.316) and since p-value (0.002) < α (0.005), we reject null
hypothesis. Thus, there is no significant relationship between songs and multimedia preference
and memory preference in mobile brand.

49
CHAPTER 5
SUMMARY, FINDINGS AND CONCLUSION
5.1 Summary and Findings
Mobile phones are an essential element of daily life today. We accept mobile phones as a part of
our everyday lives and an important means of getting in touch with the world around us despite
our busy schedules. The purchase of a mobile phone is an important decision with a variety of
mobile phone brands available to choose from. With the strong presence of different brands,
many the brand war among leading mobile brands has provided the Nepalese market with better
mobile sets and variety of features.
As the time has moved on, the number of users of mobile phones have increased tremendously.
The use of mobile phone for making phone calls have changed with the introduction of smart
phones and wireless technology. User preference has shifted from using mobile phone merely as
a means of communication to using it as a storage device, getting connect to social media and
conducting business through mobile phones and making lot of money. Male and female brand
attribute preference are different, even age group differences shapes the way they prefer one
brand over others in the market.
There are several brand of mobile phones in the market that offers variety of attributes at
different price ranges for the people. There is high competition among the brands i.e. the
potential and the real competitors. It’s very visible that youths are more inclined towards the
brand with new technologies and new attributes irrespective of their prices. Following
conclusion can be drawn from the research conducted:
 Brand attributes influence the buying decision of people from all age and educational
background.
 Monthly family income of youth affects the duration they use their mobile brand.
 Users of age group 16-24 mostly prefer wifi and memory card attribute while age group
31-40 prefer FM/ Radio and wireless bluetooth hand set attribute in mobile phone.
 Most of the respondents prefer iPhone while LG mobile brand brand was found to be
least preferred by youth.

50
 Most of the youth in Kathmandu possess mobile phone of price range above NRS 20,000
while very few possess mobile brand of price range below NRS 5,000.
 Brand features such as touch pad, wifi, blue tooth hand set and memory card affect the
preference of mobile phone brand.
 Mobile phone usage purpose such as call, camera, memory etc determines the choice of
brand for the users.
 Both male and female users have similar mobile brand usage duration of 2 years on
average.


51
BIBLIOGRAPHY
Zikmund, W. (2007). Business Research Methodology. Thomson Southwestern.(Megan, 2011)
Sriram, S., Neelamegham, .R (n.d.). Brand Preference, Product Attributes, and Marketing Mix
Variables in Technology Product Markets
Anthony Dadzie, A., ( 2011 November). Mobile Phone Operator Brand Preference
Lenhart, A., Ling, R., Campbell, S., Purcell, K., (2010 April 20). Teens and Mobile Phones
Retrieved 2012, from http://pewinternet.org/reports/2012/Teens-and-Mobile-Phones.html
Harris (n.d.). Cell phone users and preference for brand
Wikipedia. (n.d.). Retrieved April 03, 2013, from www.wikipedia.com:
http://en.wikipedia.org/wiki/List of mobile phone brands
Wikipedia. (n.d.). Retrieved April 03, 2013, from www.wikipedia.com:
http://en.wikipedia.org/wiki/Branding

52
ANNEX 1
Brand Preference of Mobile Phones of Students of Nepal
This is Medha Dhital from Ace Institute of Management (MBA Term III) and I am conducting a small
research on the above topic. The information provided will be kept confidential and will be used solely
for academic research. Your response is highly appreciated.
QNo……
Please tick one  for each criteria group
Section A: Personal Information
1. Gender 2. Age 3. Permanant Address
1. Male
2. Female
1. 16-24
2. 25-30
3. 31-40
1. Kathmandu Valley
2. Outside Kathmandu
Valley
4Literacy Level 5. Monthly Family Income
(in NPR)
1. Upto Intermediate
/+2
2. Upto bachelors
3. Masters and Above
1. Less than 25,000
2. 25,000-50,000
3. More than 50,000

53
Section B: About mobile phones
Q6. Which mobile phone you are using? (Tick major one)
1. Nokia 4. Blackberry
2. Samsung 5. iPhone
3. LG 6. Others (Specify) .........
Q7. In what Price range does your mobile phone fall?
1. Below 5000 2. 5000-10000
3. 10000-20000 4. Above 20000
Q8. Why did you choose this brand over others?(you can select more than one)
1. Better features
2. Reasonable price
3. Better outlook
4. Catchy advertisement
5. Satisfied friends/peers with the brand
6. Others (Specify) ...............................
Q9. What brand of phone did you previously own? (you can select more than one)
1. Nokia
2. Samsung
3. LG
4. Blackberry
5. iPhone
6. Others (Specify)
Q10. For what purpose do you use your mobile mostly?
(Rank on the scale of 5, highest usage gets a score of 5)
1. Call
2. Internet
3. Songs and multimedia
4. Camera
5. Memory

54
Q11. For mobile phone please tick as per the following attributes:
In yourview,itIsImportantTo Have The
FollowingAttributes:
Strongly
Disagree
Disagree Neutral Agree Strongly
agree
Touch pad 1 2 3 4 5
BluetoothHeadSet 1 2 3 4 5
Camera 1 2 3 4 5
FM/Radio 1 2 3 4 5
MemoryCard 1 2 3 4 5
Wi-Fi 1 2 3 4 5
Q12. Which is your favourite mobile phone brand?
( Please choose your 3 favourite brand in order of preference from 1- Most favourite to 3-Least favourite)
1 2 3
1. Nokia
2. Samsung
3. LG
4. Blackberry
5. iPhone
6. Other............
(Specify)
Q.13. How long you are using the current mobile phone?.........................

55
 The phone has become necessity for most people even though many people still believe
that there medical side effects of using mobile phone.
 NTC is preferred choice for age between 15 and 30 whereas Ncell is preferred for age
between 30 and 35.
 Prepaid sim card are the most popular among the people with post-paid users are
mostly from higher age group.
 Most people spend around 200-500 monthly with average monthly spending of age
group 15-20 is less than other group whereas age group 30-35 are highest spender.
 Phone calls are the most use service by mobile phone users with internet service are
being used in abundance.
 The number of female using NTC as service provider is higher compare to Male.
 There average monthly spending is dependent on gender with male spending higher
amount compare to females.
 Those who have education level with master and bachelor uses mostly NTC as service
provider with number lower with +2 education level.


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