The factors Influencing Attitudes towards Mobile Phone Advertising in the field of electronic product project in UK

The research is about the factors that influence the interest of the consumers towards the mobile phone advertisements in the UK market. The researcher has carried out both qualitative as well as the quantitative analysis so as to derive the outcome related to the consumers’ purchase intention. According to the research the age of the consumers, the income of the consumers and the interest of the consumers towards the mobile phones are considered as the factors that influences the interest of the consumers towards the advertisements created by the companies. The data was collected from the customers in the UK market and it was tested using the SPSS tool. The regression output indicated that the independent variables were highly significant with the dependent variables and they had a strong correlation among themselves. The reliability of the dataset was also checked and the test indicated that the dataset is highly reliable. On the other hand the qualitative data was collected from the managers of the retail stores as well as the managers of the mobile manufacturing companies. According to these mangers the annual sales of different brands of the mobile phones have increased and the mobile manufacturers are using various techniques in order to promote the new products. The promotions of the new mobiles through social media have created brand awareness among the customers in the UK market and mostly the younger generation are attracted towards the different brands of the mobile phones. Moreover as per the analysis the income of the consumers has also played a key role in the choice of the quality of mobile phones. Thus the researcher was able to carry out the analysis successfully within the stipulated time period.
Chapter 4: Research Methodology
4.1 Introduction
As per the literature review there are several factors that affect the advertising strategies adopted by the mobile manufacturing companies in UK. It is the purchase intention of the consumers that motivates the manufacturers to produce the mobiles with advanced features that prove to be beneficial to the consumers (Leppaniemi and Karjaluoto, 2005; Scharl, Dickinger and Murphy, 2005). The mobile phones are generally used by the young generation and also by the high income groups (Yang, 2005; Darby and Obara, 2005). Some consider the mobile as a luxury whereas the majority of the individuals consider the mobiles as the basic necessity and the consumers get attracted by the features available in the newly emerging mobile phones (Yang, 2005; Darby and Obara, 2005). Hence the researcher decided to conduct both the qualitative as well as the quantitative analysis in order to determine the impact of the factors on the mobile phone advertisement by the different companies in UK.
The qualitative research would be on the managers of the mobile retails stores in UK and also on the managers of the mobile producing companies of UK (Lee, et al., 2003; Tsang, Ho and Liang, 2004). They would be able to provide the information regarding the strategies they adopt in order to enhance the purchase intentions of the consumers. Further, the quantitative research would involve a questionnaire survey on the customers in the UK market who are fond of the mobile phones and their purchase intentions differs based on the advertisements (Mallat, 2007; Aydin and Ozer, 2005).


The factors Influencing Attitudes towards Mobile Phone Advertising in the field of electronic product project in UK

Type: Dissertation
Domain: Advertising
Words: 7000
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