Research Proposal on "Thai Consumer Perception Toward Using Mobile Phone"

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Consumer Perception Toward Using Mobile Phone

Thai Consumer Perception on Mobile Phones

The mobile phone market has significantly developed in the past few years. The trend characterizes developed countries, but developing regions also. Technological development has a significant impact on the activity of individuals and of companies.

Mobile phones have practically revolutionized communication. The role of mobile phones has significantly developed since the initial types of mobile phones were introduced on the market. This is because in the beginning, mobile phoned were used only for communication among individuals.

Then, people started listening to music on their phones, taking photos or video recording aspects that interest them. The mobile phone became popular for the entertainment purposes it also served.

In addition to this, mobile phone makers started to develop applications that increased the functionality of these products. For example, people can access the Internet through mobile phones or to make mobile payments in certain cases. It would be interesting to find out what are the applications that users take into consideration the most when choosing the mobile phone model they want to purchase.

Mobile phones also represent a sign of the social status of the individual in case. Some mobile phones are quite expensive or come in a limited edition. Mobile phones can also be considered fashion statements. In other words, the variety of mobile phones determines a variety of uses of this product and a variety of reasons for purchasing certain types of mobile phones.

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1.2. Research Question

This research study intends to indentify the Thai consumers' perception on using mobile phones. In other words, the research projects intends to find out what are the characteristics that Thai consumers look for in mobile phones, what are the price ranges they are willing to pay, what are the activities that these customers intend to use these mobile phones for.

1.3. Research Objective

The main objectives that this research project intends to address include:

Objective #1 -- what percentage of the population uses mobile phones.

Objective #2 -- what are the characteristics that interest customers in their mobile phones.

Objective #3 -- what are the applications that customers consider to be the most useful in their mobile phones.

Objective #4 -- what do consumers mainly use their mobile phones for.

Objective #5 -- how much are customers willing to pay for their mobile phones.

Objective #6 -- what is the Thai consumer's behavior regarding mobile phones.

Objective #7 -- what are the trends in the mobile phone industry.

Objective #8 -- how is the mobile phones market likely to evolve in Thailand.

2. Literature Review

2.1. What Are Mobile Phones?

Mobile phones are electronic devices used for full duplex two-way communications through a cellular network (Ulyseas, 2008). These mobile phones allow the user to make and receive phone calls from and to a public telephone network. Mobile phones are used for other activities, like: SMS messages, e-mail, Internet, games, Bluetooth, infrared wireless communication, camera, MMS messages, MP3 players, radio, and GPS.

2.2. The Growth of the Mobile Phones Market

Since the invention of mobile phones and their introduction on the market for mass usage, the mobile phones industry has continuously developed. The mobile phones industry has reported different growth rates in accordance with the development level of each country or region in case. When mobile phones were introduced on the market, certain specialists in the field stated that this market will reach a saturation level at some point and the mobile phones sales volume will significantly reduce as a consequence of this situation.

But the current situation of the mobile phones industry proves that these specialists did not correctly assess the evolution of the market. This is because the technological developments made in this field have significantly improved the importance and the various roles of mobile phones and their application for individuals and businesses.

There are many users that have more than one mobile phone. In addition to this, the growing needs of consumers regarding telecommunications have determined producers to develop mobile phones and to add new features to these products that guarantee that a significant number of customers are likely to purchase them.

Given the fact that there are numerous companies that produce mobile phones and that provide a varied offer in this field, producers and sellers are forced to reduce the price of these products and services, which makes them available for many consumers.

The worldwide mobile phones market reported a 17% increase in the first quarter sales in 2-10 compared with the same period of the previous year. The biggest increase was reported by smartphones that reached 54.3 million units sold in this period, which represents a 48.7% increase (Gartner, 2010). However, this sales increase does not characterize all types of sellers. The most successful vendors are represented by companies that own an integrated set of operating system, hardware, and services.

This represents almost the highest sale increase in the mobile phones industry. The explanation for this important sales increase relies on the fact that in mature markets product availability is considerably wider, and prices are reduced for mass market products.

Although this sales increase characterizes the most important producers, smaller producers also reported certain growth in their sales, although at a lower level in comparison with the big players in this industry.

The table bellow shows the sales reported by the most important mobile phones producers.

Company

1Q10

Units

1Q10 Market Share (%)

1Q09

Units

1Q09 Market Share (%)

Nokia

110,105.6

35.0

97,398.2

36.2

Samsung

64,897.1

20.6

51,385.4

19.1

LG

27,190.1

8.6

26,546.9

9.9

RIM

10,552.5

3.4

7,233.5

2.7

Sony Ericsson

9,865.6

3.1

14,470.3

5.4

Motorola

9,574.5

3.0

16,587.3

6.2

Apple

8,359.7

2.7

3,938.8

1.5

ZTE

5,375.4

1.7

3,369.6

1.3

G-Five

4,345.0

1.4

Huawei

3,970.0

1.3

3,217.9

1.2

Others

60,418.1

19.2

44,972.2

16.5

Total

314,653.50

269,120.10

Source: Gartner (May 2010)

The growth of the mobile phones market continued in the second quarter of 2010 also. In this period, the market reported a 14.5% increase in comparison with the same period of the previous year. The sales volume reached 317.5 million units sold by vendors on a global level (Petrou, 2010). This significant market growth is driven by smartphones that seem to interest more and more users.

However, low priced phones have also reported certain levels of increase in their sales volume. The economic and financial crisis has affected the incomes of many users that cannot afford to buy expensive mobile phones, and prefer to orient towards cheaper products that can satisfy their needs.

As mentioned above, price reduction in certain types of phones are responsible for this increase in mobile phones sales volume. The introduction of new products in this field is another factor that attracts certain customer segments targeted by large mobile phones producers that address the global market.

The mobile phone sales increase discussed above is applicable for developed countries. In developing countries, the situation of the mobile phones market is a difficult one. However, the telecommunications market in Africa and Asia is starting to increase. In Africa, the partnership between large mobile phones producers and local telecommunications companies regarding the implementation of mobile payment systems has led to the sales increase of mobile phones.

The table bellow shows the sales distribution of the smartphones sector, an important factor that determines the sales growth in the mobile phones market.

Worldwide Smartphone Sales to End Users by Operating System in 2009 (Thousands of Units)

Company

2009 Units

2009

Market

Share (%)

2008 Units

2008

Market

Share (%)

Symbian

80,878.6

46.9

72,933.5

52.4

Research in Motion

34,346.6

19.9

23,149.0

16.6

iPhone OS

24,889.8

14.4

11,417.5

8.2

Microsoft Windows Mobile

15,027.6

8.7

16,498.1

11.8

Linux

8,126.5

4.7

10,622.4

7.6

Android

6,798.4

3.9

0.5

WebOS

1,193.2

0.7

NA

NA

Other OSs

1,112.4

0.6

4,026.9

2.9

Total

172,373.1

139,287.9

Source: Gartner (February 2010)

2.3. The Importance of Mobile Phones

Mobile phones are used for the following purposes:

Communication

Emergency

Storage

Entertainment

Applications

Communication

The communication function is the basic and most important purpose of using a mobile phone. These mobile devices allow individuals to make and receive calls from almost anywhere to any location (TechRepublic, 2006). The procedures of making and receiving call have been significantly simplified since the introduction of mobile phones on the market. With just simple screen touches, a person can call another person.

This means that the person in case does not need to memorize names and phone numbers or to carry traditional address books with the contact details of people that interest the person in case. This is extremely useful in the case of people working in different countries that can easily contact their family and friends through mobile phones whenever they want.

In addition to this, people can send messages through their mobile phones. This allows them to efficiently communicate by reducing costs associated with phone calls and the time required for this activity. This is extremely practical for businesses also, given the fact that team members can communicate through such messages. Mobile… READ MORE

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Quoted Instructions for "Thai Consumer Perception Toward Using Mobile Phone" Assignment:

“

this proposal requires approximately 3600 words. The objective of this proposal want to find out research consumer behavior.

I would like it be in the following format (if possible);

1.Introduction (approximately 500 words)

1.1 background

1.2 research question

1.3 research objective

2.literature review (approximately 2,000 words)

2.1 what is mobile?

2.2 The growing of mobile

2.3 The importance of using mobile

2.4 The beneficial of using mobile

2.5 mobile trend

2.6 The fact of consumer*****'s behavior for using mobile

3.Methodology (approximately 1,000 words)

3.1 Secondary data

3.2 Primary data

4.conclusion

5.ethics (not violating, privacy of author, ethical conduct code) approximately 500 words

6.references *****

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“Thai Consumer Perception Toward Using Mobile Phone.” A1-TermPaper.com, 2010, https://www.a1-termpaper.com/topics/essay/consumer-perception-toward-using-mobile/9606555. Accessed 29 Jun 2024.

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[1] ”Thai Consumer Perception Toward Using Mobile Phone”, A1-TermPaper.com, 2010. [Online]. Available: https://www.a1-termpaper.com/topics/essay/consumer-perception-toward-using-mobile/9606555. [Accessed: 29-Jun-2024].

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1. Thai Consumer Perception Toward Using Mobile Phone. A1-TermPaper.com. https://www.a1-termpaper.com/topics/essay/consumer-perception-toward-using-mobile/9606555. Published 2010. Accessed June 29, 2024.

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