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