Amr Project Report
Advanced Marketing Research
A Marketing Research Project on Lava Mobiles
Submitted To: Prof S B Dash
Group 9
Anirudh Mani PGP25123
Bhargava J PGP25178
Nirmal Choudhary PGP25142
Ravi Vagadia PGP25107
Sunit Chandan PGP25158 Table of Contents
Management Decision Problem 2
Marketing Research Problem 2
Hypothesis 2
Research Summary Sheet 3
Hypothesis Summary Sheet 3
Hypothesis Details 4
List of Variables 5
Sampling Plan 7
Data Analysis 8
Hypothesis 1 8
Hypothesis 2 8
Hypothesis 3 9
Hypothesis 4 10
Hypothesis 5 11
Hypothesis 6 12
Hypothesis 7 13
Market Share Analysis for LAVA Mobile with Nokia 14
Recommendations 18
Management Decision Problem
How to increase the market share of LAVA Mobiles
Marketing Research Problem
1) To identify the users of Lava Mobiles
2) Determine the consumer preferences and purchase intensions for low cost mobiles
3) To determine the effectiveness of the Point-of-sales purchase decisions
4) What is the awareness level of LAVA mobile among low income group mobile phone users
Hypothesis
H1: Mobile users in the age group of 20 to 30 years with household income level of below 4L prefer low cost mobile phones
H2: Students who are price sensitive in the age group of 20 to 30 years prefer low cost mobile phones
H3: Price and sturdiness are the most important criteria for purchasing mobile phone by SEC B, SEC C
H4: FM player, Camera and long battery life are important features which should be present in the mobile phone for SEC B, SEC C
H5: Point-of-Purchase display at retail outlets influences purchase intention
H6: Salesman influence plays an important role in final purchase decision of low cost mobile phone
H7: Television Advertisement is the main source of LAVA mobile awareness of people in SEC B, SEC C category
Research Summary Sheet
MRP Hypothesis Number Question Number Analysis Tool
To identify the users of Lava Mobiles H1 Q1, Q2 Cross Tabulation H2 Q1, Q2, Q4 Regression
A Marketing Research Project on Lava Mobiles
Submitted To: Prof S B Dash
Group 9
Anirudh Mani PGP25123
Bhargava J PGP25178
Nirmal Choudhary PGP25142
Ravi Vagadia PGP25107
Sunit Chandan PGP25158 Table of Contents
Management Decision Problem 2
Marketing Research Problem 2
Hypothesis 2
Research Summary Sheet 3
Hypothesis Summary Sheet 3
Hypothesis Details 4
List of Variables 5
Sampling Plan 7
Data Analysis 8
Hypothesis 1 8
Hypothesis 2 8
Hypothesis 3 9
Hypothesis 4 10
Hypothesis 5 11
Hypothesis 6 12
Hypothesis 7 13
Market Share Analysis for LAVA Mobile with Nokia 14
Recommendations 18
Management Decision Problem
How to increase the market share of LAVA Mobiles
Marketing Research Problem
1) To identify the users of Lava Mobiles
2) Determine the consumer preferences and purchase intensions for low cost mobiles
3) To determine the effectiveness of the Point-of-sales purchase decisions
4) What is the awareness level of LAVA mobile among low income group mobile phone users
Hypothesis
H1: Mobile users in the age group of 20 to 30 years with household income level of below 4L prefer low cost mobile phones
H2: Students who are price sensitive in the age group of 20 to 30 years prefer low cost mobile phones
H3: Price and sturdiness are the most important criteria for purchasing mobile phone by SEC B, SEC C
H4: FM player, Camera and long battery life are important features which should be present in the mobile phone for SEC B, SEC C
H5: Point-of-Purchase display at retail outlets influences purchase intention
H6: Salesman influence plays an important role in final purchase decision of low cost mobile phone
H7: Television Advertisement is the main source of LAVA mobile awareness of people in SEC B, SEC C category
Research Summary Sheet
MRP Hypothesis Number Question Number Analysis Tool
To identify the users of Lava Mobiles H1 Q1, Q2 Cross Tabulation H2 Q1, Q2, Q4 Regression