Presentation Title

Published on Slideshow
Static slideshow
Download PDF version
Download PDF version
Embed video
Share video
Ask about this video

Scene 1 (0s)

The Impact of Brand Familiarity and Price Differences in Consumer's Mobile Phone Preferences.

Scene 2 (14s)

Chapter 1: Introduction.

Scene 3 (20s)

Rationale of the research. Decades of research have established that price often influences consumers’ quality judgments. As a result, much of the early price research concentrated on the price-quality link and, at first, addressed instances where the only differential information provided to respondents is price..

Scene 4 (35s)

Significance of the Study. 1. Mobile Phone Companies. 2. Students. 3. Parents. 4. Future researchers..

Scene 5 (46s)

Review of Related Literature. Price Differences and Brand Familirity Price Differences The price of a product or service plays a crucial role in a consumer's decision to purchase them. As they stated, price is a crucial component of marketing because it has a impact in profit, income and survival of a company ( Lendrevie et al., 2009; Dekhili & Achabou , 2013) Brand Familiarity According to a study conducted by Romaniuk, Wight, & Faulkner (2017), brand familiarity is when a buyer is capable to acknowledge that a certain brand lines up under a specific product type. In here, buyers shall recognize the brand immediately given that they are already familiar with the name, background, quality, and performances of a brand. (Romaniuk, Wight, & Faulkner, 2017).

Scene 6 (1m 17s)

Review of Related Literature. Brand Preferences Brand preferences highlight the characteristics that a brand have in order to boost its position and market share. It also contributes to the formulation of a company's successful brand strategy and provides insight for product development. The transition to experiential marketing, on the other hand, broadens the role of the brand from a collection of traits to an experience. The personal experience of using a brand can differ from the personal experience of using an indistinguishable product without the brand in a variety of ways. (Sheena & Naresh, 2012)..

Scene 7 (1m 41s)

Review of Related Literature. Relationship of Price Differences, Brand Familiarity and Brand Preferences Price Differences and Brand Preferences T hey stated pricing is thought to have a substantial impact on customer purchasing preferences because the higher a product is priced, the fewer units are sold or vice versa. Sadiq M. W. et al. (2020) Brand Familiarity and Brand Preferences E xtremely familiar brands are more favorable in consumer brand preferences than unfamiliar brands. Choi and Kim's (2018).

Scene 8 (2m 1s)

Statement of the Problem. 1. What is the demographic profile of the respondents in terms of: a. sex; b. and age? 2. How may price difference be described? 3. How may brand familiarity be described? 4. How may brand preference be described? 5. Is there a significant relationship between price difference and brand preference? 6. Is there a significant relationship between brand familiarity and brand preference? 7. Do the following variables significantly predict the student’s brand preferences: a. brand familiarity b. price difference.

Scene 9 (2m 26s)

Hypothesis. H O : There is no significant relationship between the price differences and brand preference. H O : There is no significant relationship between the brand familiarity and brand preference. H O : Brand familiarity and price difference do not significantly predict the brand preference..

Scene 10 (2m 40s)

Theoretical Framework. Theory In 1968, Robert Zajonc proposed the Mere Exposure theory. It is based upon the things that are more exposed to the people that bring the familiarity of an object. The mere exposure when individuals frequently expose or interact with a certain thing, they will be more familiar and build an attitude towards it (Zajonc, 1968)..

Scene 11 (3m 1s)

Conceptual Framework.

Scene 12 (3m 7s)

Chapter 2: Methods.

Scene 13 (3m 13s)

Research Design. Correlational Research Design. Participants and Sampling Procedure.

Scene 14 (3m 23s)

Data Gathering Procedure. Researchers validated their adopted instrument to one of the research advisers of Grade 12, Mr. John Patrick T. Alcantara. T he researchers completed the survey questionnaire via a google form. The researchers disseminated the google form link to the participants through the help of Ms. Lea Angela G. Ramos, their research adviser. 4. After this process, the researchers analyzed, interpreted, tallied, and tabulated using Microsoft Excel 2013, solely based upon the survey results. The researchers guaranteed that the responses they got would be treated with the utmost respect and confidentiality. Informed consent. Anonymity and confidentially. Honesty, sympathy, and respect..

Scene 15 (3m 54s)

Research Instrument. Price Differences T he study of Ebrahim (2013) entitled: “A Study of Brand Preference: An Experiential View,” The research study of Ndadziyira ( n.d ) entitled: “Brand Preference for Mobile Phones Among Students at a Selected Higher Education Institution” T he research study of Suhud (2022) entitled: “When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model” Brand Familiarity T he study of Ebrahim (2013) entitled: “A Study of Brand Preference: An Experiential View,” Brand Preferences The study of Ebrahim (2013) entitled: “A Study of Brand Preference: An Experiential View.”.

Scene 16 (4m 21s)

Data Analysis and Statistical Treatments. Frequency and Percentage Mean and Standard Deviation Pearsons ‘r product-moment correlation analysis Regression analysis.

Scene 17 (4m 31s)

Findings of the Study.

Scene 18 (4m 37s)

Table 1. Frequency and Percentage Distribution of Respondents according to Mobile Phone Brand.

Scene 19 (4m 54s)

Table 2. Frequency and Percentage Distribution of Respondents according to Gender.

Scene 20 (5m 5s)

Table 3. Frequency and Percentage Distribution of Respondents according to Age.

Scene 21 (5m 19s)

Table 4. Mean and Standard Deviation Interpretation for Respondents’ Brand Preferences.

Scene 22 (5m 29s)

Table 5. Mean and Standard Deviation Interpretation for Respondents’ Price Differences and Brand Familiarity..

Scene 23 (5m 43s)

Table 6. Pearson R Product-Moment Coefficient Table for Price Differences and Brand Preferences.

Scene 24 (5m 55s)

Table 7. Pearson R Product-Moment Coefficient Table for Brand Familiarity and Brand Preferences.

Scene 25 (6m 6s)

Table 8. Regression Analysis of Price Differences and Brand Familiarity in Predicting Brand Preferences.

Scene 26 (6m 22s)

Table 9. Coefficients in Regression Analysis in Predicting Brand Preferences.

Scene 27 (6m 37s)

Recommendations.

Scene 28 (6m 42s)

To the students , the researchers recommend having brand preferences and familiarity considered whenever purchasing items like mobile phones since it has been proven to have a strong positive relationship with each other..

Scene 29 (6m 54s)

For the mobile phone companies , the researchers suggest that companies should do a regular search for the consumer’s preference, familiarity, and should also explore price differences to target more customers than usual..

Scene 30 (7m 7s)

To the future researchers , since the current researchers employed a non-probability sampling procedure in choosing their respondents, it is recommended to explore and try another sampling technique to see if there may be differences. It is also suggested to have a different setting to check if results may vary..