A Study Of Preference Of Cell Phone
Brand At IMT
Section:B
Group: 5
Manvendra P.S. Bisht(73)
Mayan Taneja(74)
Mayank Gupta(75)
Mohd. Mohtashim(78)
Nishant Agrawal(86)
Nitesh Dalal(87)
Summary
1
2
3
4
Samsung is the favorite but faces stiff
competition
Survey was conducted and students
were asked to fill up the Questionnaire
Attributes which students look out before
buying a Cell Phone
5
Objective was to get an Idea of the most
preferred brand of mobile handsets
among IMT students.
Insight of Cell Phone Usage at IMT
Methods
Combination of statistical tools & questionnaires
The questionnaire was distributed to students
assessing their preference for cellphones
Questionnaire
The following questions were asked for the Analysis
Which brand attracts you
the most?
Nokia
Samsung
Sony
Blackberry
HTC
Apple
Others
Which features are a pre-
requisite?
Multimedia
Wi-Fi, 3G, GPS
Looks, Design
Brand
Processor
UI
What is your budget?
Rs. 5000 - Rs. 10000
Rs. 10001 Rs. 15000
Rs. 15001 Rs. 20000
Rs. 20001 Rs. 25000
> Rs. 25000
0
10
20
30
40
50
60
70
80
80
40
24
32
16
20
N
o
.
o
f
U
n
i
t
s
Samsung Apple Blackberry Sony HTC Others
Observations
Based on 200 Responses
To perform our analysis statistical hypothesis testing tool was
employed
A statistical hypothesis test is a method of making decisions using
data, whether from a controlled experiment or an observational
study (not controlled)
A result that was found to be statistically significant is also called a
positive result; conversely, a result that is not unlikely under the
null hypothesis is called a negative result or a null result.
The critical region of a hypothesis test is the set of all outcomes
which, if they occur, will lead us to decide that there is a difference.
Analysis
Testing Null Hypothesis
According to the official figures released by Samsung
Mobiles, 55% of the teenage mobile market is
captured by Samsung smartphones.
So we are testing this claim by Samsung by taking
H=0.55 as the Null hypothesis.
Null Hypothesis, Ho: 55% of students in IMT Dubai use Samsung handsets
H
0:
p = 0.55
Alternative Hypothesis, H
1
: p 0.55
Reject H
0
: p 0.55
Hence, we use a two tailed hypothesis
Approximate Normal Population
Population probability, p
Sample size of 200 students is well distributed and represents the smartphone
usage of the entire campus
Where p
s
is the probability of the sample;
p
s
: number of students using Samsung handsets/ sample size = 80/200 = 0.4
Calculations
We suppose 55% of the students use Samsung; p=0.55
Calculations (contd.)
Using the sample data, we calculate the Standard Deviation
p
s
= sqrt[ p * ( 1 - p ) / n ] = sqrt [(0.55 * 0.45) /200] =
sqrt(0.00495) = 0.0703
z = (ps - p) /
p
s
= (.4 - .55)/0.0703 = -2.13
Confidence Interval
The 95% two sided confidence interval uses the z-score of
approximately 1.96
Since the z-score is less than 1.96, the Null Hypothesis is
rejected. This means that there is sufficient evidence to doubt
the fact that 55% of the student population at IMT uses
Samsung handsets.
Normal Distribution
Students prefer brands such as Samsung that offer the
same features at more reasonable prices.
The budget is a primary concern for students studying at
IMT. Since the budget range for a majority of students
lies between Rs. 10000 and Rs. 15000, several students
have shifted to high end Samsung and Sony handsets
Although Samsung holds a significant share in the
market, other smartphone handsets are giving the brand
a stiff competition.
Conclusion
Industrial Application
Different companies can survey various institutions and
could understand the preferences of various segments.
This helps a company to change their future
strategies and therefore can target their customers
more effectively and could reach out to the masses.
Thank You