PROJECT OF:

BUSINESS RESEARCH METHOD

Topic name:

Effect of Q-Mobile Advertisement on customer preferences, in Gujranwala

ASSIGNMENT OF RESEARCH METHODS FOR BUSINESS

SUBMITTED TO: MS. KHUDAIJA WARRAICHLECTURER IN UNIVERSITY OF SARGODHA SUBMITTED BY: AQEEL ZUBAIRMCMF13M020USMAN SAEEDMCMF13M047ALI ZAGHAMMCMF13M036TAHA SALMANMCMF13M019 MANZOOR KHANMCMF13M034

EFFECT OF Q-MOBILE ADVERTISEMENT ON CUSTOMER PREFERENCES, IN GUJRANWALA

Purpose of the StudyThe overall purpose of this research is to gain a deeper understanding of advertisement affecting consumer preferences on a local market.

Problem Statement Has the advertisement of Q-Mobile effected the sale of other brands?

What are the features in Q-Mobile that it is preferred over other brands?Scope of the Study This study analyzes the effect of Q-Mobile on consumer preferences in local market.The Research Design Data collection, interviews will be conducted during the course of office hour at the time when a employees arrived to the organization. The questionnaire will be given to the employees to be completed by them in their homes and returned back to the box set up for the purpose by the specified date.Time Frame The time frame necessary for completion of this research is approximately one months.

BudgetThe budget for this project is up to $1000.

ABSTRACT The purpose of our research was tp study the effect of advertisement on sale of a Q mobile as the data was collected from different sources and after analysis the result was extracted that the increasing advertisement highly effective the sale of Q mobile. The positive relationship between advertisement and sale.

\INTRODUCTION OF Q MOBILE

Q Mobile is a new introduction in mobile phone industry. It was introduced by a Pakistani company in 2009 in Karachi. So, we can say it is a pure brand. The introduces had fixed their prices very cheap initially so as to make popular their cell phones as compared to other cell phones and got a very good response from the public. After a positive response from the public, they started introducing all kind of cell phones like QWERTY, Touch Screen, Android and Noir series which are very costly. So, it becomes available in all ranges i.e. from low prices from high prices. This company has taken a step forward and it is learned that they are going to introduce Tablets.

One the other hand they reserved a huge budget for the publicity of their brand on an electronic and print media. For this purpose they hired many TV, film stars and super models from Pakistan film industry like Shan, Humayun Saeed, Mohib Mirza and Fawad Afzal Khan Etc. Going one step ahead they hired top celebrities of Bollywood film industry like Aditya Roy and now Bollywood super star Kareena Kapoor who is the most expensive star of the industry.Now the rumors are spreading that Q Mobile is going to Hollywood and a very international fame super star named Angelina Jolie will be the brand ambassador of this smart phone company

LITERATURE REVIEW

THE IMPACT OF SOCIAL MEDIA ON BUSINESS PERFORMANCEMartin Smits, Tilburg School of Economics and Management, Tilburg University, PO Box 90153, 5000LE Tilburg, Netherlands, m.t.smits@uvt.nlSerban Mogos, Universidade Catlica Portuguesa (UCP), Palma de Cima, 1649-023 Lisboa, Portugal, serban.mogos@gmail.com

The purpose of this study was to explore the impact of social media and to analyze to what extent social media had impact on organizational capabilities and business performance. We use a mixed research method including qualitative analysis based on interviews and quantitative analysis based on a survey among 100 people. We found that the use of social media enhanced business capabilities and business performance.

IMPACT OF ADVERTISING ON SALES VOLUME OF A PRODUCTJournal of Emerging Trends in Economics and Management Sciences (JETEMS) 2 (2): 117-123Akanbi, Paul A. and Adeyeye, Tolulope C.Department Of Business Administration,Ajayi Crowther University,P.M.B. 1066, Oyo, Oyo State. Nigeria.Corresponding Author: Akanbi, Paul AThe major aim of this thesis was to demonstrate the impact of advertising on the sales and profit of business organization advertising as any personal paid form of non-personal communication which is directed to the consumers or target audiences through various media in order to present and promote a product, services and idea. Good advertising requires competent personnel including a number of specialists to enable it thrive in the ever dynamic and competitive business environment. In recognizing the role advertising can play a growing number of companies and establishments had to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the need for consumptions.

REVIEW THE IMPACT OF ADVERTISING AND SALE PROMOTION ON BRAND EQUITYAdeolu B. Ayanwale, Taiwo Alimi and Matthew A. AyanbimipeDepartment of Agricultural Economics, Obafemi Awolowo University, Ile-ife, Osun State, NigeriaE-mail: aayanwa@yahoo.uk.co

This study was investigated established and achieved to strong and power full brand of the priority for any organizations because it follows a lot of benefits. In this research we tried to present a functional and clear definition of brand equity and its dimensions. Generally, in this paper, we had dealt with the review of effective factors such as advertising and sale promotion in order to know how these marketing tools affect on the brand equity. Finally, the widespread use of advertising and reduction of sale promotion was suggested for brand equity. This paper also is presented some suggests for future researches.

THE ROLE OF ADVERTISING IN CONSUMER DECISION MAKINGIOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 14, Issue 4 (Nov. - Dec. 2013), PP 37-45 www.iosrjournals.orgDr. D.Prasanna Kumar & K. Venkateswara Raju Associate Professor, K L U Business School, Guntur, Andhra Pradesh, India Research Scholar, K L U Business School, Guntur, Andhra Pradesh, India

This study was investigated for the purpose of advertisement effect on consumer behavior. Advertising was a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information or services etc. The purchase process was a decision making process under risk. This paper investigates the relationship between independent variables which had emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 110 respondents. The basic objective of this research is to assess the influence of advertising through attitudinal buying behavior of consumer (male & female) and analyze the influence of Advertising between male and female.

EFFECTIVE ADVERTISING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOR European Journal of Business and Management www.iiste.orgISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)Vol 3, No.3Zain-Ul-Abideen (Corresponding Author)Department of Management Sciences, Abbasia Campus,The Islamia University of Bahawalpur, Punjab, Pakistan.E-mail: zuabideen@gmail.comThis study was investigated the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior. The findings of this study shows weak association between the environment responses and consumer buying behavior but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It was true that people purchase those brands with which they are emotionally attached.

IMPACT OF EFFECTIVE ADVERTISING ON CONSUMER BUYING BEHAVIOR: A STUDY OF MOBILE PHONE PURCHASERS IN PAKISTANISSN 2090-4304Journal of Basic and AppliedScientific Researchwww.textroad.com1Hafiz Muhammad Arshad, 2Dr. Mudasar Noor, 3Nabila Noor, 4Wasim Ahmad, 5Sara Javed1Assistant Professor, Department of Management Sciences, COMSATS Institute of Information Technology,Sahiwal, Pakistan.2Surgical Specialist, Combined Military Hospital, Dera Nawab, Pakistan.3,4,5MS Scholar, Department of Management Sciences, COMSATS Institute of Information Technology, Sahiwal,Pakistan.Received: December 15 2013Accepted: January 25 2014The basic purpose of this study was to describe how much emotional responses are generated after watching effective add that influence consumer purchase behavior. Environmental responses i.e. information rate and activities represented in advertisements has also influence or even can change the buying behavior of consumers. Findings of the study revealed that both the emotional as well as environmental responses in advertisements have great influence on consumer buying behavior and majority of people buy mobile phone sets after watching television ads. But emotional responses have greater impact than environmental because people want to buy those things to which they are emotionally attached.THE EFFECT OF ADVERTISING AND SALES PROMOTIONS ON BRAND EQUITY

Isabel Buil Assistant Professor Department of Economy and Business Studies University of Zaragoza Mara de Luna s/n. Edificio Lorenzo Normante 50018 Zaragoza Spain Tel: Int Code: +34 976 761000 Fax: Int Code: +34 976 761767 Email: ibuil@unizar.esThis study describes the relationships between two marketing mix elements advertising and sales promotions- and brand equity creation. In study focuses advertisement particularly from both perspectives quantitative and qualitative. The results show that the content of advertising plays a key role influencing brand equity dimensions, whereas advertising spend improves brand awareness but it is not enough to positively influence brand associations. The results also show that companies can improve the brand equity management process by considering the relationships existing between the different dimensions of brand equityTHE ASSOCIATION BETWEEN ADVERTISING AND SALES VOLUME: A CASE STUDY OF NIGERIAN BOTTLING COMPANYJournal of Emerging Trends in Economics and Management Sciences (JETEMS) 2 (2): 117-123 Scholarlink Research Institute Journals, 2011 (ISSN: 2141-7024)jetems.scholarlinkresearch.orgAkanbi, Paul A. and Adeyeye, Tolulope C.Department Of Business Administration,Ajayi Crowther University,P.M.B. 1066, Oyo, Oyo State. Nigeria.The research was investigated the impact of advertisement on sales volume with reference to Nigerian bottling company. The purpose was to study the impact of advertisement as a tool for growth in sales volume , market share and profitability ,also examine the relationship between advertisement and sales. The result showed that there was a significant relationship between advertising and the sales. T Also showed that there was a significant improvement in the sales of the company as a result of advertising.

THE DETERMINANTS OF PURCHASE INTENTION TOWARDS COUNTERFEIT MOBILE PHONES IN PAKISTANThis study intends to examine the relationship of value consciousness, low price, past experience peer pressure and attitude on consumer purchase intentions in the context of counterfeit mobile phones in Pakistan. The findings support the significant influence of past experience and low price on attitude towards counterfeit mobile phones, weak support for the role of value consciousness. Positive association between past experience, peer pressure and attitude towards counterfeit mobile phones were found and there was also a positive association of attitude with young consumers purchase intentions.

THE IMPACT OF ADVERTISING ON SALES VOLUME OF A PRODUCTThe main purpose of this thesis was to describe the impact of advertising on the sales and profit of a business organization taking Starcomms Plc as a case. Advertising was the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media. The role of advertising on the sales volume of a product is very important because oftentimes consumers decisions as regards what to buy is motivated by what has been seen heard of or practically used

Data analysis

How many male or female fill the questionnaire?GenderMaleFemale

41.558.5

What is the age of people who fill the questionnaire?AgeBelow 2020-3536-50Above 50

37984322

How many people have income of 25000 upto 50000?IncomeBelow 2500026000-3500036000-50000Above 50000

101433818

We use interval level scale to conduct the data collection Strongly DisagreeDisagreeNeutralAgreeStrongly Agree

12345

1 I like this Q mobile very much than other mobile brands?

2 The quality of the product is according to its price?

3 It is according to the expectations built due to advertisements?

4 Product specifications are according to my needs?

5 It is available in almost every shop and I can buy easily?

6 It has very attractive packing?

7 The advertising program of the company has huge impact on the sales volume of their product?

8 Most advertisement are misleading and false?

9 Consumer's loyalty can be further guaranteed through consistent advertising?

10 Advertising is a power tool capable of reaching and motivating large audiences ?

11 The advertisement of Q mobile is attractive?

12 Battery time is better than other mobiles?

13 The features of Q mobile is according to latest technology?

14 Celebrities shows in adds increased the attraction of consumers?

InterpretationIn interpretation we are going to interpret our analysis of data about the effect of Q mobile advertisement on customer preferences according to the responses gathered through questionnaire. The response against the question we are interpret below The percentage is calculated from the sample of 200 peaple.1) 35% of our respondents that they are neutral of Q mobile than other mobile brands but onliy 7.5%of our respondents are strongly disagree.2) 46.5% of our respondents that they are agree the quality of Q mobile according to its price but 5% respondents are strongly disagree.3) 51.1% of our respondents that they are agree the expectations built due to advertisement and only 1.5 % people respond strongly disagree.4) 47% of our respondents that they are agree about product specifications are according to their needs and only 3.5% strongly disagree about this question.5) 36.5% of our respondents that they are agree about the Q mobile are easily available in market and 4% respondents strongly disagree about this statement.6) 40.5 of our respondents that they said the packing of Q mobile is normal not more attractive or not bad and 10% respondents said strongly disagree.7) 46% of our respondents that they are strongly agree about the huge impact of advertisement of Q mobile sales and only 4% respondents said strongly disagree.8) 38% of our respondents that they are agree about the advertisement of Q mobile are not bogus but 12% are disagree.9) 55.5% of our respondents that they are agree about the consumer loyalty retain the further advertisement and only 5% are strongly disagree.10) 39.5% of our respondents that they are agree about the advertising motivating and reaching large audience but only 9% strongly disagree.11) 49% of our respondents that they are agree about the advertisement of Q mobile is attractive and 3.5% are strongly disagree.12) 44% of our respondents that they are strongly agree about the battery time of Q mobile is better than other mobiles but 2.5% strongly disagree13) 31% of our respondents that they are disagree about the Q mobile use latesr features and only 8% strongly agree.14) 38.5% of our respondents that they are agree about shows the celebraties in advertisement are attractive but 5% are strongly disagree.

CONCLUSION

We conclude that overall the Q mobile ratting in market is good and people want to purchase. The basic tool of Q mobile is attractive advertisement through T.V and magazines. people believe that the Q mobile brand because its features and price are attract the people and it is also the 2nd largest mobile brand in Pakistan. In this research we analyze the consumer preferences to Q mobile through advertisement mostly people in Gujranwala like Q mobile brand. Overall approximately 60 to 70% people like Q mobile.

Questionnaire of Business Research We are the student of University of Sargodha the topic of research is effect of Q-Mobile Advertisement on customer preferences, in Gujranwala your response is valuable with us and will be kept in confidentially.

GenderMaleFemale

AgeBelow 2020-3536-50Above 50

IncomeBelow 2500026000-3500036000-50000Above 50000

ExperienceYearProfession

Please follow the following criteria Strongly DisagreeDisagreeNeutralAgreeStrongly Agree

12345

S#Criteria12345

1I like this Q mobile very much than other mobile brands

2The quality of the product is according to its price

3It is according to the expectations built due to advertisements

4Product specifications are according to my needs

5It is available in almost every shop and I can buy easily

6It has very attractive packing.

7The advertising program of the company has huge impact on the sales volume of their product.

8Most advertisement are misleading and false

9Consumer's loyalty can be further guaranteed through consistent advertising

10Advertising is a power tool capable of reaching andmotivating large audiences

11The advertisement of Q mobile is attractive

12Battery time is better than other mobiles

13The features of Q mobile is according to latest technology

14Celebrities shows in adds increased the attraction of consumers

Bibliography