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    Samsung Mobile Phone

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    M Imran Naeem
    The focus group analyzed Samsung mobile phone users to understand their purchase and usage behaviors. 8 participants between ages 22-35 were asked questions about how they use their phones, what features they value, and why they chose Samsung. Most made 100+ calls per week for work and valued large screens, cameras, and reliability. While some had switched to other brands due to past issues, most Samsung users were satisfied and open to upgrading within the brand due to improved features with each new model. Price, camera quality, memory, and display were most important factors considered.

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    Samsung Mobile Phone

    Uploaded by

    M Imran Naeem
    155 views16 pages
    The focus group analyzed Samsung mobile phone users to understand their purchase and usage behaviors. 8 participants between ages 22-35 were asked questions about how they use their phones, what features they value, and why they chose Samsung. Most made 100+ calls per week for work and valued large screens, cameras, and reliability. While some had switched to other brands due to past issues, most Samsung users were satisfied and open to upgrading within the brand due to improved features with each new model. Price, camera quality, memory, and display were most important factors considered.

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    Samsung Mobiles Focus Group

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    The focus group analyzed Samsung mobile phone users to understand their purchase and usage behaviors. 8 participants between ages 22-35 were asked questions about how they use their phones, what features they value, and why they chose Samsung. Most made 100+ calls per week for work and valued large screens, cameras, and reliability. While some had switched to other brands due to past issues, most Samsung users were satisfied and open to upgrading within the brand due to improved features with each new model. Price, camera quality, memory, and display were most important factors considered.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    155 views16 pages

    Samsung Mobile Phone

    Uploaded by

    M Imran Naeem
    The focus group analyzed Samsung mobile phone users to understand their purchase and usage behaviors. 8 participants between ages 22-35 were asked questions about how they use their phones, what features they value, and why they chose Samsung. Most made 100+ calls per week for work and valued large screens, cameras, and reliability. While some had switched to other brands due to past issues, most Samsung users were satisfied and open to upgrading within the brand due to improved features with each new model. Price, camera quality, memory, and display were most important factors considered.

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    Samsung Mobile Phone

    Focus Group Analysis Report

    By:
    Hamza Ali
    Sabeeh ul Hassan
    Imran Naeem
    Usman Khalid
    Introduction
    Samsung is a South Korean multinational
    conglomerate
    Samsung entered the electronics industry in the
    late 1960s
    Since 1990, Samsung has increasingly globalized its
    activities and electronics; in particular
    Smartphones
    Methodology

    8 participants
    Recruited through proper invitation sent to them
    via email, and we also called them to confirm
    about the availability at the stipulated time and
    place.
    Gloria Jeans Caf at DHA Phase-V commercial
    market
    Questions Asked From Participants:

    I'd like to understand a bit about how you typically use


    your cellular phone?
    How many calls do you typically make or receive in a
    week?
    What are some of the most common types of outgoing
    calls you make?
    What are the most common types of incoming calls you
    receive?
    If we were to take away your cellular phone. What
    difference would that make to your life?
    Cont..
    How you actually went about the process of choosing the
    handset and, second, any criteria you had for the handset
    itself?
    Thinking first only about how you went about choosing
    your handset, not any features you wanted, how did you
    go about choosing one?
    So now tell me what you actually looked for in a handset?
    I'd like to start by making a list of all the handset features
    you can think of-anything the handset can do, any settings
    you can change?
    Cont..
    Which features have you ever used, even if only once?
    And which features do you use regularly'?
    Are there any features your handset doesn't have, but you
    wish that it did?
    What do you think are some of the reasons that people
    would replace their handsets?
    What were all the reasons you didn't do upgrade your
    handset immediately?
    Supposing a handset manufacturer wanted to encourage
    you to upgrade tomorrow. What could they do?
    Demographics of our participants:

    Total Number Participants: 8


    Moderator: 1
    Age of Participants: 22 to 35 (Millennial)
    Male: 7
    Female: 1
    Marital Status: 1 was married and 7 others were unmarried
    Professional Background: All were working professionals and
    salaried persons
    Demographics of our participants:

    Average Income per Month:


    3 respondents had an average income between 30,000 to 60,000 per month.
    5 Respondents had an average income between 60,000 to 100,000 per month.
    Respondents having mobile phones: 8
    Last Purchase / Up gradation of Mobile Phones:
    2 respondents had purchased a cell phone 3 months ago, and 1 respondents
    had purchased 6 months ago and remaining 5 had purchased a year ago.
    Samsung Users: 5
    Other Brand Users: 3
    Outcomes
    Why they buy the product and how typically they use their
    cell phones.?
    Two of them were sales professional and they were working in banking sectors
    and they responded that their main usage of the phone is for calling and as they
    quoted that they make more than 100 calls per day. Most common type of
    outgoing and incoming calls were for professional purposes.

    Satisfaction with purchase decision?


    We recorded that 80% of Samsung users were satisfied with their purchase
    decision and they are getting complete functional value from their purchase.
    Other brand users responded that they are satisfied with their purchase as well.
    Pattern of Purchases:
    Volatile response over this question and participants
    seemed to be scattered in terms of the subjective
    opinion.
    I purchased this phone from one of my friend because he
    was selling it at a cheap price.
    We concluded with the answers of respondents that a
    word of mouth is the driving force for the purchase of the
    product.
    Problems With purchase:
    Time
    Product knowledge
    Memories and perception

    One respondent mentioned that his Samsung S3


    phone was broken thrice so he had a bad
    experience, and decided not to buy one again and
    preferred buying iPhone instead

    Another respondent mentioned that every latest


    model of Samsung is better than before and had
    extra features as well as the social mileage
    How differently they use the product:
    Phone calls , camera , Whatsapp
    E-mails and for that they need a big size screen and
    Samsung offers biggest screens with reliable quality in all
    of their phones.
    Once they have become brand loyal they can switch
    between different products of the same brand, as one of
    our respondents said that they changed from S4 to
    Samsung Note5.
    Use of the heartbeat monitor feature in their phone
    occasionally, and other respondents also use different
    features of their phones.
    Advertisement:
    All of our respondents have seen any of the ads of
    Samsung at least once in their lifetime
    They remember the celebrity endorsement by
    Fawad Afzal Khan.
    One respondent said that he purchased the J-
    series Samsung phone because of the ad by Josh
    Band
    Usage Behavior:
    Functional value and total economic value
    Respondents cannot think to survive without cell
    phones.
    100 to 150 calls per week
    Feelings associated with Smart phones:
    Complete, Updated and Connected with rest of
    the world and their social group.
    Perception, Physical appearance , Brand
    loyalty:

    User friendly, Durable, versatile and they have multiple price ranges
    Physical appearance are not much important in buying the cell
    phones.
    We reach a consensus that price and the features like Camera, RAM,
    processor, ROM and Display are most important factors.
    Most of the consumers opt for the different smartphone brands
    instead of looking for the same brand, so consumers are not brand
    conscious in case of smart phones.
    We also found that there is no association between gender and brand
    loyalty.
    Thank You

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