Consumer Attitude Towards Motorola

Bangladesh Perspective

Marketing- 344 Section: 03

Submitted By:

Nahian kabir id# 072434030

Submission Date: 08/12/2009

EXECUTIVE SUMMARY
Consumers today have become much more clever and conscious in their consumption behavior
than they were one or two decades ago. Now a day, in consuming products and services
consumers go through an extensive thought process which determines one’s certain action in
their consumption behavior. Also, people get influenced by their parents, peers, relatives and in
most cases by their previous experiences which help them to create a certain perception or image
about any brand or product. This perception drives them into showing different attitudes towards
different products and eventually buying or rejecting these products in the reflection of
satisfaction or dissatisfaction. In this report, we have also tried to find out these similar aspects
 Consumer Attitude Towards Motorola 2

but in the form of a specific brand and it is Motorola, one of the leading mobile phone
manufacturers and sellers in the world. We have conducted a broad survey among certain age
groups within a specified sample size to get the idea about people’s perception and attitude
towards Motorola and their purchase behavior in purchasing mobile sets. We have asked question
which would help us to find out which demographic group is showing what type of purchase
behavior. Also, we have tried to measure the features that are valuable to the consumers while
consuming mobile sets, through specific sets of question. Analysis of the answers of these
questions would give us a clear indication whether the consumers are satisfied or not and from
these findings companies can undertake necessary customer satisfaction and customer retention
programs. Also, if Motorola can recognize their customer’s preferences and predict their attitudes
then it would be very easy for the company to position its products at the right time, at the right
place with proper product design which will guarantee better services. In the last half of the
questionnaire, we have gone into more depth regarding purchase behavior of the customers as
how much loyal they are to their brands and what can motivate them in switching their brands.
In a whole, this analysis of customer perception, preference and purchase behavior would help
the company to draw proper marketing strategies which will eventually help Motorola to
increase its market share in the market like ours where competing brand like Nokia has been
dominating since the emergence of mobile sets in our country.
 Consumer Attitude Towards Motorola 3

INTRODUCTION
The age we are living in is an age of science indeed. Every foot steps of our lives are being
carried forward by the modern innovations of science. There is not a single activity of our life
which is not influenced by it and our communication network is of no exception.
Communication means exchange of thoughts, messages, or information, as by
speech, signals, writing, or behavior. It is the process of sharing information. In a
simplistic form, information is sent from a sender or encoder to a receiver or
decoder. This requires a symbolic activity, sometimes via a language and
sometimes via electronic media. In the electronic world, communication refers to
the transmission of data and information from one location to another. And nothing
does it better than the mobile phones. In today’s world, mobile phones are probably
the most accessible and user friendly gazettes human beings can carry to
communicate to each other. The revolution of the mobile phone industry has been
astonishing for the last two decades. There are several mobile phone companies
who are competing to each other in providing better services to its consumers.
Motorola is one of them.

Motorola is one of the leading mobile phone companies in the world which
believes in its value proposition towards its consumers. Motorola mobile phone is a
part of Motorola electronics which is one of the key segments of Motorola group.
Being from a strong background, Motorola mobile phone industry added a new
dimension in each and every mobile phone markets in the world and Bangladesh is
also one of them. As Bangladesh is a developing country, the need for these
modern communication means is always there. Though our country is poor and less
developed still because of some foreign investors and Bangladeshi entrepreneurs
this new information technology also has become available in Bangladesh. After a
slow start, because of the prices charged both by the cell phone manufacturers and
cell service providers, the growth rate of the cell phone market in the early years in
Bangladesh has been very high. In fact, it is higher than the countries that are
manufacturing it or the developed countries. The consumers of Bangladesh accept
the telecommunication industry heartedly and that’s why a lot of
telecommunication service provider companies and mobile companies are coming
and doing business in our country very rapidly with lots of profits.
 Consumer Attitude Towards Motorola 4

OUR OBJECTIVE:

In this project we had to select a topic, concept and/or tool from the textbook and
apply to an idea, product, service, advertisement, brand, company, etc. Apply the
concept in the context of Bangladesh. We as a group have tried to find out the pre
and post purchase behavior of the consumers in buying mobile phones of different
brand. We also have wanted to get a clear view of attitudes and perception towards
the Motorola cell phones by the young generation and whether the company can
sustain in the long run and will it can attract consumer group in the near future or
not.

MOTOROLA IN BANGAGLADESH:
Motorola’s journey in Bangladesh started with the hand of Integra Communications. But it has
no corporate office in Bangladesh like Siemens. Now there is only one dealer of Motorola in
Bangladesh. It is Integra communications. Its solo efforts has been making a slow but steady
progress into the growth of Motorola’s market share in a market where its competing brand like
Nokia has been leading the cellular market for number of years. But dew to the core and focused
marketing strategy, Motorola is gaining popularity day by day and thus increasing its market
share more than ever before. According to the statement of sales department of Integra
communications, each and every dealer has their goal and mission and that goal is the same, to
retain the market leadership. Itself Integra communications has several distributors spreading all
over the country. They are always aware of what actually consumer wants and what they are
looking for. Their continuous surveys have found some interesting data which is almost similar
with our findings. Motorola’s major selling mobiles are within the price range from 5000tk to
 Consumer Attitude Towards Motorola 5

15000tk and people normally don’t change mobile as long as it becomes out of order, lost or
hijacked. They also find that Motorola has a huge prospect in developing country like
Bangladesh. In the last four to five years it was really successful in terms of revenue. So, near
future there’s a big chance of a corporate office in Bangladesh so that they can provide much
extensive and direct services to its consumers.

THE MARKET SHARE OF THE MAJOR PLAYERS:

Cell phone companies are always reluctant to provide their sales figures and market
share data. So, we have not got the primary data. But through our survey and
asking in some mobile phone stores we got some data from Eastern plaza.
According to them the cellular firm’s market share are as follows:

Firms Market Share (%)

Nokia 35
Motorola 22
Sony-Ericsson 20
BenQ-Siemens 14
Motorola 4
Others 5
 Consumer Attitude Towards Motorola 6

According to the data we can clearly see that, Nokia is by far dominating the market
and market leader. But the fact also cannot be denied that, Motorola with a growing
number of shares is about to catch on Nokia. But Motorola can easily challenge its
competitors by establishing a corporate office in Bangladesh. That will help them to
reduce the price of their cell phone and also can let them earn a lot of profits with
less effort.

S.W.O.T. ANALYSIS:
SOWT Analysis is a method of analyzing the capability of anything from the
business perspective. We will analyze the Strength, Weaknesses,
Opportunity and Threats of Motorola that will help to tell us about the reason
behind its working ability and prospect. Motorola is one of the leading
cellular companies having some strength, weakness, opportunities, and
threats. Study of these topics about Motorola will give us a complete
overview about the organization.
 Consumer Attitude Towards Motorola 7

Strengths Weaknesses
 Wide product line and product mix.  No corporate office available here.
This allows the company to be
flexible into the different socio-  Lack of consistency in promotional
economic conditions which is very activities. Especially in country like
important in our country’s ours where competing brands like
perspective. Nokia has a huge success by
undertaking extensive promotional
campaigns, Motorola looses that
 Strong background and thus
competitive edge in this regard.
having good Brand Image.
Motorola has always put quality
over price.  Not sourcing product at cheaper
prices like its competitors. So, the
 Good and top quality of products company fails to attract lower class
with solutions. Most of the mobile customers who are a major
sets offer high quality image and segment into the cellular
sound. companies’ success in our country.

 Using advanced high tech  High turnover rate of top officials.

technology. Its packaging facilities
are of high quality. Different utility  Less organized distribution. The
devices like external memory card, Motorola branded mobile sets are
head phone, USB portable cables, not accessible to the people living
TV cable are being provided with outside the major cities just
the sales pack. because of the lack of distribution
channels.
 Efficient after sales service.
 Excellent job done by the dealers  Less compliance to market
demand. The supply of the hand
sets, specially the quantity of it, is
very minimum compare to its
competitors.
 Consumer Attitude Towards Motorola 8

Threats Opportunity
 Foreign currency fluctuations and  Gaining brand loyalty of the customers
devaluation of the local currency. This by providing quality services in the long
will force the company to change its run is one of the potential field where
pricing strategies and thus changing its Motorola can build up its brand image
structure to run in our country. among larger segments which already
 Competitor like Nokia, Sony Ericsson, exists but among small groups of people.
BenQ Siemens sourcing product at a
 Motorola’s customer care can be
cheaper price. As Motorola has always
improved by establishing a corporate
put quality over price, this gives its
office in this country. If they do so then
competitors a competitive edge over
they will have much greater opportunity
Motorola in reducing their prices. But in
to grow as a company in the context of
terms of quality Motorola will always
our country.
be one of the leading brands.
 Large number of smuggled product
comes from abroad.  Giving up Post-sales support in order to

 R&D sector now require more increase the sales.

investment to research to develop better

products than the competitors.
 New competitors are trying to get the
market share.

DATA ANALYSIS:
We have conducted a survey based on the perception of the people about Motorola mobile
phone. We took people from different age groups as our sample population and we have
restricted our sample size into 30 people. We have tried to ask them about their perception and
usage pattern towards different mobile sets. As our objective is to find out the peoples view and
 Consumer Attitude Towards Motorola 9

perception about Motorola, we have tried to relate the findings with Motorola mobile phones
perspective in order to get clear indication of what people want and what Motorola need to do in
order to be much more successful in its operations.

We have also analyzed the demographics data of the respondents and we came to know that
65% of them are within 20-25 age groups and 42% of the population have gross family monthly
income of TK 35000-45000 and very few of them have gross income more than TK45000. Most
of them either live in their own apartment or own house. People whose income ranges from
TK25000-35000 mostly live in a rented house and they are 36.5% of the total population. Most
of the respondents have a degree of HSC and A Level and now studying in undergraduate level.
And only 5% of them are graduates and they have recently entered into their jobs.

Survey Question:

►I use cell phone. a. yes b. no

Survey Result: yes-100% no-0%

Purpose and Explanations:

Our first question for the people was whether they use cell phones or not. Among them 100%
uses the cell phone. So, from that we can say that mobile phone is the most accessible
communication mean to the people.
 Consumer Attitude Towards Motorola 10

Survey Question:

►I use more than one cell phone at a time. a. yes b. no

Survey Result: 28% people said ‘yes’ and 72% people said ‘no’.

Purpose and Explanations:

Our purpose here was to see how many people use more than one cell phone at a time. From
the survey we found that about 28% people use more than one cell phone at a time. It gives us
an indication about the usage pattern of the consumers. Also, 72% people use only one handset
at a time. So, we came to know that people who carry more than one handset has the greater
possibility to carry different brands. As there is more chance that people may carry different
brands of mobile sets that gives Motorola a better indication about how to position its market
into several classes of customers which can be derived from their demographic background.

Survey Question:

►I change my cell phone: a. in every one year or less b. in every 1-2 years c. in 2-
3 years d. in 3-4 years e. never changed yet
Survey Result: a. in every one year or less: 11 responses
b. in every 1-2 years: 17 responses
 Consumer Attitude Towards Motorola 11

c. in every 2-3 years: 8 responses

d. in every 3-4 years: 3 responses
e. never changed yet: 1 response

Purpose and Explanations:

The main purpose of ours behind this question was to know that how frequently consumers
change their mobile sets. This behavior pattern of the customers can give Motorola a key
indication of when the company should precede its selling strategies. According to our survey,
we have found that about 25% of the people change their sets within one year. 40% of them
change their sets within 1-2 year. 20% of the people change their sets within 2-3 years. From
these findings we can say that, most of the people usually change their sets in 1-3 years of time
and from the demographic profile we can find out the different age group of the customers who
are showing different usage pattern in terms of their loyalty.

Survey Question:

►I usually buy: (rank in order of preference)

 BenQ-Siemens _________
 Nokia _________
 Motorola _________
 Sony-Ericsson _________
 ____________ _________ (if other please specify)
 Consumer Attitude Towards Motorola 12

Survey Result: BenQ-Siemens- preferred at 3rd (8 respondents), 4th (15 respondents) & 5th
(17 respondents) position. Nokia- preferred at 1st (23 respondents), 2nd (13 respondents) & 3rd (4
respondents) position. Motorola- preferred at 1st (10 respondents), 2nd (18 respondents), 3rd (7
respondents), and 4th (5 respondents) position. Sony-Ericsson- preferred at 1 st (7 respondents),
2nd (17 respondents), 3rd (8 respondents) and 4th (8 respondents) position. Motorola- preferred at
1st (6 respondents), 2nd (9 respondents) and 5th (7 respondents) position.

Purpose and Explanation: Through this question we have tried to find out the preferences
of mobile sets among general people and which they like the most and the least. It gives us the
opportunity of ranking these different mobile sets in order of their consumers’ preferences and
then comparing them in certain product categories which will help us to determine where
Motorola stands in terms of its product preference.

Survey Question:

►I got information about the brand from- (rank in order of preference)

 TV _________
 News paper _________
 Magazine _________
 Billboards _________
 Peers _________
 __________ _________ (if other please specify)
 Consumer Attitude Towards Motorola 13

Survey Result: 1st preference: TV (8 responses), newspaper (3 responses), billboard (9

responses), peers (17 responses), family (3 responses). 2nd preference: TV (13 responses),
newspaper (2 responses), magazine (1 response), billboards (11 responses), peers (10 responses),
family (3 responses). 3rd preference: TV (9 responses), newspaper (11 responses), magazine (2
responses), billboards (12 responses), peers (6 responses). 4th preference: TV (6 responses),
newspaper (14 responses), magazine (11 responses), billboards (7 responses), peers (2
responses). 5th preference: TV (1 response), newspaper (16 responses), magazine (17 response),
billboards (6 response).

Purpose and Explanations:

We have asked people of their experience and preference of knowing about their brands from
the media where they would like themselves to expose. The knowledge that from where people
are deriving the information given about product of certain brands is very important from a
company’s viewpoint and it gets even more technical when we are talking about the mobile
phones as the product. So, our main purpose behind this question was to know the main source
of information from where people are gaining knowledge about a product such mobile phones
and then applying the findings into the Motorolas different marketing strategies. From our
 Consumer Attitude Towards Motorola 14

findings we can say that, in terms of buying mobile phones people are hugely motivated by their
peers and family members. People do seem to buy or try out different mobile sets by following
the advice or suggestions given by their peers and family members. Also, television and
billboards also got a faire share in terms of being the prolific source of information about mobile
sets among people. So, from our survey we can conclude that companies who have followed the
marketing strategy towards friends and family orientation through TV, newspaper and billboard
media in promoting their products have been most successful.

Survey Question:
►While buying mobile phone, the most valuable feature to me is
(Please rank in order of preference)
 Price ________
 Packaging facilities ________
 Durability ________
 Availability ________
 Size/weight ________
 Shape/style ________
 Extra added features ________
 Visual and sound quality ________

Survey Result: 1st preference: Price-14 responses, durability- 8 responses, visual and sound
quality- 6 responses, shape/style- 5 responses, extra added features- 5 responses, packaging
facilities- 2 responses. 2nd preference: durability- 13 responses, price- 9 responses, visual and
sound quality- 8 responses, shape/style- 5 responses, extra added feature- 4, availability-1
response. 3rd preference: visual and sound quality- 9 responses, price- 9 responses, size/weight- 7
responses, shape/style- 5 responses, extra added features- 3 responses, durability- 3 responses,
packaging facilities- 3 responses, availability- 1 response. 4th preference: shape/style- 9
responses, size/weight- 8 responses, visual and sound quality- 6 responses, availability- 6
responses, durability- 5 responses, extra added features- 3 responses, price- 2 response,
packaging facilities- 1 response. 8th preference/ least preferred: availability- 11 response,
packaging facilities- 8 response, size/ weight- 8 responses, extra added features- 8 responses,
price- 3 responses, shape/ style-2 responses.
 Consumer Attitude Towards Motorola 15

Purpose and Explanations:

We have asked this question to the people to know, while buying mobile sets which features
are important to them and which features are less likely to influence in their purchase behavior.
From our survey result we can see that, the most important feature to the people is the price
where we have got 14 responses out of 40 people. So this is nearly about 35% of the total
sample. Durability also doesn’t lack behind. From our survey we came to know people like to
buy sets which are long-lasting. Durability has been preferred second by 32.5% of the
respondents. Also, visual and sound quality of the sets is important features to the consumers
while buying mobile sets. Visual and sound quality got 9 responses which is 22.5% of the total
response as being the third most important feature that influences consumer purchase behavior.
From our survey, we came to know that the least important features to the customers in buying
sets are their availability, packaging facilities and size/weight. About 25% of the people thought
that these features can least influence their decision making. Other features like shape/style and
extra added features of the mobile sets are important to the customers who have already bought
 Consumer Attitude Towards Motorola 16

several mobile sets and never afraid of trying out new products. They are least affected by the
price and may be durability. So, from all these analysis Motorola can draw out its product
development and positioning strategies that could benefit the company in the long run.

Survey Question:

►At present, I am _______ with my brand.

a. Very satisfied b. Somewhat satisfied c. neither satisfied nor dissatisfied

d. Somewhat dissatisfied e. very dissatisfied

Why? __________________________________________________________________

Survey Result: a. very satisfied- 16 responses, b. somewhat satisfied- 13 responses,

somewhat dissatisfied- 7 responses, very dissatisfied- 4 responses.

In answering why they are satisfied, the usual answers that came in front of us are user
friendly nature, good quality, charge durability, less costly, high in visual and sound quality and
good look of their respective mobile sets. But there were also some customers who are very
satisfied with their current brand because till now they have not incurred any problem with their
sets. Some of them are very dissatisfied with their sets and in answering why they have told us
being not user friendly, being less durable and being low in quality in sound and graphics, low
memory are the main reasons behind their dissatisfaction.
 Consumer Attitude Towards Motorola 17

Purpose and Explanations:

The purpose of this question was to know the satisfaction level of the consumers regarding
their mobile sets. From the data that we have collected we can conclude that, about 40% people
are very satisfied with their respective mobile sets. Another, 13 people which is 32.5% of the
total population is somewhat satisfied and there is none who is neither satisfied nor dissatisfied.
7 people out of 40 are somewhat dissatisfied and 3 people out of 40 are very dissatisfied which
are 17.5% and 7.5% of the total population respectively. User friendly nature, good quality,
charge durability, less costly, high in visual and sound quality and good look of the mobile sets
have been the main reasons of satisfaction of the people. Also, lack of these qualities with lower
memory adds up the dissatisfaction level of these consumers towards their mobile sets. Studying
these behaviors, Motorola can value its customer satisfaction which is the individual’s perception
of the performance of the product or service in relation to his or her expectation. Also, these
types of analysis would help the company to identify its several types of customers as- loyalists,
apostles, defectors, terrorists and hostages.

Survey Question:

►If I buy a cell phone and it turns out to be dissatisfying I would love to have a service of-
o Replacing it with a new model within the same price range
o Changing it with the same model
o Modifying/customizing it
 Consumer Attitude Towards Motorola 18

o Getting the money back

o __________________________________ (if other lease specify)

Survey Result:
Replacing it with a new model within the same price range- 21 responses, changing it with the
same model- 5 response, modifying/customizing it- 6 responses, getting the money back- 7
responses, buying another new cell in regardless of the cost- 1 response.

Purpose and Explanations:

The overall objective of this question is to know how the company’s aim should be to provide
value to customers continuously and more effectively than the competition and to retain highly
satisfied customers; this strategy of customer retention makes it in the best interests of customers
to stay with the company rather than switch to another firm.

From the data given above we can say that, 52.5% of the total population wants to replace their
sets with a new model within the same price range in situations when they find their newly
bought mobile sets are dissatisfying. 12.5% of them think of changing the defected cell with the
new one of the same model. So, in these cases consumers want extensive after sales service
 Consumer Attitude Towards Motorola 19

while keeping the price in check. Also, 15% of the population wants to modify/customize their
existing cells. But they are not price sensitive as customization or modification needs extra
money. So, Motorola should keep these options open in terms of its after sales services because
in almost all business situations, it is more expensive to win new customers than to keep existing
ones. From the graph we can also see that 17.5% of the people want their money back. But this
would reduce the number of customers of the company. So, Motorola should be careful in
dealing with such customers and provide them extensive services to retain them. This is because
small reductions in customer defections produce significant increase in profit.

Survey Question:

►When I hear about Motorola the first thing that comes to my mind is its-
a. Reliability b. unique features c. long lasting nature
b. d. quality sound and picture e. user friendly
c. f. packaging facilities g. charge durability

Survey Result: a. reliability- 5 responses, b. unique features- 7 responses, c. long lasting

nature- 6 responses, d. quality sound and picture- 11 responses, e. user friendly- 4 responses, f.
packaging facilities- 6 responses, g. charge durability- 1 response.
 Consumer Attitude Towards Motorola 20

Purpose and Explanations:

Previous questions were asked to the people in general terms whereas in this case we went
more specific towards Motorola as the brand to be consumed. We have tried to gain perception
and attitude of people towards Motorola and what comes to their mind first when they here about
Motorola. From the data above we saw, 11 out of 40 people which are 27.5% of the total
population relate quality sound and picture with Motorola. Also from these data we can say that,
people perceive Motorola as having unique features and better packaging facilities. All these
aspects create a brand image among the people. But Motorola needs to create a sense of
reliability among consumers which will eventually trigger more sells.

Survey Question:

►If I get the chance to change my mobile set right now I would prefer Motorola.
a. Yes b. no c. neutral

Survey Result: a. yes- 9 responses, b. no- 15 responses, c. neutral- 16 responses.

 Consumer Attitude Towards Motorola 21

Purpose and Explanations:

We kept this question for the last in order to get the clear indication of the consumers’
preferences to Motorola mobile sets. We have found 22.5% of the people agreeing to buy
Motorola mobile set if they get any chance to change their sets. But worrying number is 37.5%
who are not willing to change their sets with Motorola and most of them are users of Nokia. And
rests of the 40% of people are neutral which indicates that they may change or may not change
with Motorola. So, Motorola needs to target these 40% and convert them into apostles if not
loyalist towards Motorola. These can only be done through developed and extensive customer
satisfaction and customer retention programs. Motorola can do nothing about the people who do
not like Motorola brand and are loyal to other brands but they can only create a perception in
their mind that will make them think that Motorola is the second best thing that they can turn
into.

SUMMARY OF THE SURVEY:

From our first to the last question we have tried to find out the purchase behavior which include
pre-purchase and post-purchase behavior of the consumers in buying mobile sets and then relate
them into the Motorola’s perspective to gain a clear indication of the people’s perception and
attitude towards this brand. In the first sets of question we tried to find out some general aspects
of purchase behavior of the people like- what they usually buy, what are there main sources of
information, while buying sets what features they take into consideration the most and the least
and so on. From the analysis of these questions we have found that, in Bangladesh Nokia is by
far the most dominating mobile phone brands in the market and people prefer Nokia ahead of
any other sets. But Motorola can raise its popularity among customers by providing durable sets
with unique features in different shapes/styles and most importantly at lower prices than other
leading brands. Sufficient price setting is very important in the context of our country as most of
the consumers are price sensitive. Most of the Motorola models that are available in our market
are at higher price than its competing brand like Nokia. Also, in terms of shape/style of the
mobile sets Motorola is less innovative and flexible than its competing brands. All these factors
play a major role in the purchase behavior of the consumers.
 Consumer Attitude Towards Motorola 22

In the last half of the questionnaire, we have gone into more depth regarding purchase
behavior of the customer as how much loyal they are to their brands and what can motivate them
in switching their brands. From the previous analysis we have found out that, people like to
consume the same brand as long as it gives better services than other brands. Also we found out
that service gets priority over the price change. But the people have also become very conscious
and they believe that leading brands can not always ensure higher safety and thus they would
switch to the brands that would give them advanced services and increased security. Also, we
have found out the satisfaction level of the mobile set consumers and several factors like- user
friendliness/ not user friendly, durability/less durability, quality sound and picture/bad quality,
charge durability/ less charge durability that contribute to their satisfaction and dissatisfaction.
We have also gained important information about what consumers want as their after sales
services from the company. From our survey it is clear that, most of the people want to replace
or change their existing sets with a new model which would not cost them anything. Another
section of the population wants to modify/customize their sets and they are less sensitive about
their costs. Some of them want their money back. So, Motorola should keep all the options open
for the after sales services and thus it can gain competitive advantage over its competitors. In the
last two questions we have gone into much more specific terms about Motorola to know the
perception and attitude that people hold about this brand. Most of the people that we have
surveyed hold some positive perception about Motorola as being high in quality in sound and
picture, having unique features and better packaging facilities and so on. But people who are
loyal to other brands are reluctant to buy Motorola and this may be because of several reasons
such as lack of product innovation, charging high prices and in some extent lack of availability.
 Consumer Attitude Towards Motorola 23

RECOMMENDATION:
Having analyzed the problems of the company and the opinion of the users and potential users of
Motorola mobile phone, we are able to come up with the following recommendation:

 Build a corporate office and make it popular by vast advertisement.

 Should make more show rooms with their all latest sets.
 Special focus on the young generation as they are the most frequent user of cell
phone.
 Require availability of new set at a reasonable price.
 Should try to stop the smuggling of set.
 Persuade Government to remove the tax on imported mobile phones.
 Provide special offers for young generation to popularize its product.
 Be innovative in product designing and selling strategies.
 Increase post-sale services to attract more customers.
 More compliance to market demand. The supply of the hand sets,
specially the quantity of it, has to be equal if not more compare to
its competitors.
 Sourcing products at cheaper prices to attract lower-class
consumers.
 Be consistent in promotional activities.

 Increase distribution channels to cover more ground in terms of

gaining more market share.
 Consumer Attitude Towards Motorola 24

CONCLUSION:
Motorola is a company which is operated more than 130 countries in the world. The company is
very big but it keeps its unit very small because they think that big company losses market
sensitivity and customer expectation level. This company gives priority to customer of the whole
world and its MOTO is innovation to reach customer expectations. Keeping good connection
with the customer by providing quality and innovative products at higher quantity with lower
prices will help Motorola to retain its consumer and also attracting new customers. That will
make Motorola’s customer perception and attitude always remain positive. But one thing
Motorola also need to remember that it is easy to build good customer relationship but the easier
thing to break or hamper the relationship.

-------x--------
 Consumer Attitude Towards Motorola 25

BIBLIOGRAPHY:
Mobile Phone Market Owners, Eastern Plaza, Sonargaon Road, Hatirpul C/A, Dhaka.
www.motorola.com
www.wikiepedia.com
Integra Communications Showroom
 Consumer Attitude Towards Motorola 26

APPENDIX

►Sample Questionnaire

We are conducting this survey to learn about a product. There is no right or wrong answer;
it depends on your personal judgment. We only want your honest opinions. Please answer
all the questions. All information provided will be treated as confidential.

Please tick / circle your answer.

► Gender: a. Male b. Female

► Age Group: a. 15-20 b. 20-25 c. 25-30 d. __________ (please specify)

► Gross Monthly Income:

a. Below TK 15000
b. TK 15000-25000
c. TK 25000-35000
d. TK 35000-45000
 Consumer Attitude Towards Motorola 27

e. More than 45000

► Education:

a. SSC
b. HSC
c. O Level
d. A Level
e. Graduate

► Resident Location:

a. Gulshan b. Banani c. Dhanmondi d. Uttara e.__________________(please specify)

► I live in:

a. Rented Apartment b. Rented House c. Own Apartment d. Own House e. Govt. Quarter
f.______________ (please specify)

► I use cell phone: a. Yes b. No

► I use more than one phone at a time: a. Yes b. No

► I change my cell phone: a. every year or less b. in every 2 years c. every 3 years
d. every 4 years e. never changed yet

► I got information about a brand from: (rank in order preference)

a. TV _____________
b. News papers _____________
c. Magazines _____________
d. Billboards _____________
e. Peers _____________
f. ___________ _____________ (if other please specify)

► I usually buy: (rank in order preference)

a. Motorola _____________
b. BenQ- Siemens _____________
c. Nokia _____________
d. Samsung _____________
e. Sony- Ericsson _____________
f. LG _____________
g. ____________ _____________ (if other please specify)

► I prefer this Brand Because:

 Consumer Attitude Towards Motorola 28

____________________________________________________________________________

► At present I am _______ with my brand: a. Very satisfied b. Moderately

Satisfied c. Neutral d. Moderately dissatisfied e. very dissatisfied

Because : _____________________________________________________ (please specify)

► Most valuable features in my selected brand are; e.g. Nokia, BenQ: (if other please
specify)

a. Price ______________
b. Packaging ______________
c. Durability ______________
d. Availability ______________
e. Size/ Weight ______________
f. Style ______________
g. Extra Features ______________
h. Sound & Camera ______________

► If I buy a cell phone and it turns out to be dissatisfying I would like to have a service of:
a. Replacing with a new model with the same price range
b. Changing it with the same model
c. Modifying / customizing it
d. Getting money back
h. _______________________________________ (if other please specify)

►When I hear about Motorola cell phones the first thing that comes into my mind is:
a. Reliability
b. Unique Features
c. Durability
d. Sound/ entertainment
e. User friendliness
f. _______________________________________ (if other please specify)

► If I get the chance to change my mobile set right now I would prefer Motorola –
a. Yesb. No c. Neutral

“Thanks you for your cooperation”