Research methods Essay Example | Topics and Well Written Essays - 3000 words - 5

Research methods - Essay Example It establishes the role played by advertising in influencing mobile phone preferences by customers. Results showed that gender and age groups were influenced at an equal scale by advertising and distribution of their mobile phone brands. 58% of respondents preferred I-phone brand. Many respondents preferred the functionality and performance aspects when choosing the brand. Information of mobile phones is obtained from the internet but bought from brand stores. Surprisingly many customers do not pay attention to advertising. There is need to place high preference on performance, operation and functionality when selecting mobile phone companies. This is also a clarion call for mobile phone companies to retain their market share by taking positive steps in increasing market share. The relevance of presence and continuity in business by any outfit is to generate sales and profits. Remaining in business is pegged on the ability to produce sufficient sales of products that cover operational costs and post rational profits. To many companies, sales estimate becomes the beginning of profit planning and budgeting (Cannon, 1999). Costs must be determined prior to running production and influencing material purchases. On the customers’ perspective, the optimal choice covers purchasing a product with average costs but maximizes on functionality, operational level and reliability. The regeneration of assorted mobile phone brands in the information and communication industry has created a cut-throat competition among key players, keen on increasing their market share (Dunn, & Barban 1987). With increasing competition, consumers face though choices in identifying their best brand. It becomes necessary that mobile phone manufacturers comprehend the principal issues that can lure the prospective buyers to their brand. By doing so, they can conduct marketing action and planning (Etzel, Walker & Stanton 1997). Nevertheless, in making decisions on