Measuring Consumer Attitude Towards Mobile Phones

Using Fishbein's Multi-Attribute Attitude Model

Submitted by: Akanksha, Parul, Pradyumn, Shubham, Ujjwal & Udit

Introduction

The idea of customer attitude is among the most crucial ideas in the study of consumer
behaviour. Numerous companies spend millions of dollars on customer attitudes research
regarding their goods and brands. The phrase "measuring consumer attitude" relates to
figuring out what kinds of emotions customers have toward particular branded goods. The
propensities to act consistently favourably or unfavourably toward a particular item are
known as attitudes. Consumers gradually acquire these views through being exposed to the
product or learning about it. An optimistic outlook can influence good shopping selections. It
has to do with wanting to buy something. The purpose of this study is to ascertain how
consumers feel generally about phones.
This study aims to ascertain how consumer attitudes toward phone companies are generally
shaped by the overall characteristics of the product. Consumers acquire, assess, and integrate
product cues in a methodical manner before making judgements about a product's quality.
Phone qualities include effectiveness, cost, safety, technology, design, dependability, and
design. These qualities are crucial from a marketing perspective since they can significantly
affect a range of consumer perceptions regarding a product. Marketers can use the general
perception of the product to apply the right marketing strategies to increase market share.
About the Brands
ONE PLUS - (Chinese: 一加科技; pinyin: Yījiā Kējì), doing business as OnePlus, is a
Chinese consumer electronics manufacturer headquartered in Shenzhen, Guangdong.[6] It is a
subsidiary of Oppo.
OnePlus was founded by Pete Lau and Carl Pei on 16 December 2013 to develop a high-end
flagship smartphone running Cyanogen MoD that would come to be known as the OnePlus One.
OnePlus would continue to release phones throughout the 2010s and 2020s. In 2020, OnePlus
released the OnePlus Nord, its first mid-range smartphone since the OnePlus X in 2015. Pei
would oversee the design and marketing of OnePlus' products until his departure from the
company in October 2020, going on to found the consumer electronics manufacturer Nothing.

REALME - (stylized as realme) is a Chinese consumer electronics manufacturer based

in Shenzhen, Guangdong. It was founded by Li Bingzhang (known as Sky Li) on May 4, 2018,
who was former vice president of Oppo. Started originally as a sub-brand of Oppo, Realme
eventually ventured as its own brand. Realme then became the fastest-growing 5G smartphone
brand in Q3 2021 with an 831% growth rate.

OPPO- OPPO Company was founded in 2004 and launched its DVD products
in Europe and the United States in the same year. In 2008, OPPO launched
its first mobile phone -- OPPO A103 "Smiley Face" and officially entered
the mobile phone industry. OPPO continues to show goodwill in science
and technology and the attitude "Inspiration Ahead" with all users.

The founding team of OPPO has extensive experience in electronic

industry. When the team left BBK Company and founded the new
completely independent brand - OPPO, they adhered to the belief of
creating great products. In the fierce competing market, OPPO gradually
became one of the Top-5 mobile phone brands in the world and emerged in
the IoT products.

SUMSUMNG - or simply Samsung (Korean: 삼성 [samsʌŋ]), is a South

Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul,
South Korea.[1] It comprises numerous affiliated businesses,[1] most of them united under
the Samsung brand, and is the largest South Korean chaebol (business conglomerate). As
of 2020, Samsung has the eighth highest global brand value.[4]
Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next
three decades, the group diversified into areas including food processing, textiles, insurance,
securities, and retail. Samsung entered the electronics industry in the late 1960s and the
construction and shipbuilding industries in the mid-1970s; these areas would drive its
subsequent growth. Following Lee's death in 1987, Samsung was separated into five
business groups – Samsung Group, Shinseki Group, CJ Group and Hansel Group,
and JoongAng Group.
ATTRIBUTES:
 Price - Price is the value that is put to a product or service and is the result of a
complex set of calculations, research and understanding and risk-taking ability.
A pricing strategy takes into account segments, ability to pay, market conditions,
competitor actions, trade margins and input costs, amongst others.
 Safety - Some of the common active safety features include Dial emergency
numbers, send out SOS messages quickly and more, creating a PIN
code that locks your handset, tracing the location of, wiping data from,
or locking your handset, remotely using another internet enabled
device.

 Performance - Mobile performance is an increasingly complex domain but generally

includes four main components: app performance, network performance, server
performance and API performance.

 Comfort – design, light weight, easy to handle

 Efficiency - Most everyday consumers value entertainment and convenience more

than anything these days. Mobile devices allow us to kill time when waiting for
something or someone, or even while commuting. Some people might argue that these
devices could be used in a more efficient manner, and they are probably right

 Reliability - Early models were low in technology and usage was limited. However,
the technology of phones has been improved significantly during the last few years.
The market demand has been increasing in a similar manner over the last few years.
It is anticipated to increase this trend in the foreseeable future. Aspects covered
include those considered at different stages of the product development: design and
development; reliability demonstration; and environmental testing. Also considered
are commercial issues that affect the product reliability.

 Technology: SMS,MMS,4G,3G,GSM,CDMA,Wi-Fi. It uses packet switching

technology, which organizes data into parts or packets for transmission and
reassembles the information at the destination. 4G – “G” for generation — is reported
to be 10x faster than 3G — and 5G, faster still, is coming.

 Design - smartphone design is an advanced mobile platform which combines

features of a personal computer operating system with other features useful for
mobile or handheld use.
Analysis and Results
Choice of Questions
In this study, responses to questions 1 through 8 are analysed to determine respondents'
beliefs about the importance of the eight phone brand attributes. The responses to questions
9th through 37th discussed respondents' opinions when each attribute is linked to the four
brands chosen. The final 37th question concerns the respondent's gender..
Quantifying the Data
To apply the data to the Multi-Attribute Attitude Model, it is necessary to convert the data
from qualitative statements of belief about each attribute to numerical values. The following
table shows the possible responses and their corresponding numerical value for questions 1st
to 8th covering the attributes.

Response Numerical Value

Unimportant -2
Slightly Important -1
Important 0
Moderately Important 2
Very Important 1

The reason for quantifying is to ensure that weighting factors calculated for each attribute are
comparable.
The responses for questions 8th to 36th are already received in the form of ratings from 1 to 5
for the attributes linked to a particular brand. The resulting value scheme as well as a
descriptive interpretation of the rating is provided in the table below.

Response (Rating out of 5) Numerical Value Description

1 1 Very Poor
2 2 Poor
3 3 Fair
4 4 Good
5 5 Excellent
FISHBEIN MULTI- ATTRIBUTE MODEL
The model states that a person’s overall attitude toward an object is the sum of his or her
belief concerning each salient attribute of the object weighted by the importance of that
attribute (Fishbein, 1963).

Represented mathematically,
n
Ao=∑ BiEi
i=1

where Ao is the overall attitude toward the object

Bi is the strength of the belief that the object has attribute i,
Ei is the importance of attribute i, and
N is the number of salient attributes.

Attributes Importance Oppo One plus Samsung Realme

Price 6 5 3 2 4
Safety 7 1 3 4 2
Performance 8 1 3 4 2
Comfort 5 2 4 3 3
Efficiency 4 4 3 2 2
Reliability 3 3 4 4 3
Technology 2 3 4 5 3
Design 1 3 4 4 3
Total Score 89 119 121 95
Rank 4 2 1 3

The findings suggest that Samsung is the topmost favourable brand of consumers among the
4 based on the attribute selected followed by One plus at 2nd, Realme at 3rd and Oppo at 4th.
Discussion of Result
For starters, Performance received an importance rating of 8, which is higher than all other
importance ratings combined. This means that the performance of the phones has a greater
impact on the overall attitude toward the product than any other attribute, according to this
analysis. This implies that the company should concentrate its efforts on making the phones
more powerful. With a score of 7, the second most important attribute is "safety," which is
followed by Price, Comfort, Efficiency, and Technology. The fact that the design rating was
the lowest clearly indicates that customers can ignore car design to a point if all other factors
are present in the phones.
In terms of the total score, Oppo is behind the other 3 competing brands and the phone brand
also scored lowest in all the attributes individually when compared to other brands.

Recommendations/Strategies
 Improving on unique design – Since the F1 or A phone lineup, they have
maintained their appearance, which is similar to the iPhone 6 and iPhone 7. In the
past, there were smart phones like the Find 7 and Neo. Since the release of the game
Selfie Expert, they seem to be failing at everything. They should focus more on
unique designs and phone concepts.
 More value for money – One may assume the phone has a metal back, but it is
actually plastic, and there isn't even a USB-C connector. In addition, while you may
believe you are only paying for the phone itself, you are actually paying for a
significant portion of their marketing costs. Consumer always asks for value for
money and hopes to get best possible deal in cheap price.
 Improve in Brand Image - Even though Oppo has largest consumer base in
Southeast Asia and India still they have a negative or low-quality brand value in eyes
of Indian customer. They must improve on brand image by collaborating and
showcasing brand as a premium product at an economical rate.
 Flagship Products - Oppo should launch newer phones which are capable of
competing with other big market players like Samsung and Apple which will help to
extend the visibility of the brand in the market.
 R&D Development - The mobile phone market is rapidly expanding and
becoming more price competitive, making it extremely difficult to survive in the
sector. Top competitors of Oppo include Realme, Apple, Samsung. They should ramp
up the R&D.
Questionnaire
All responses are recorded anonymously so feel free to provide honest feedback. Thank you
for your participation.
1. Rate the importance of following attribute while selecting the phone brand - Price
 Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important
2. Rate the importance of following attribute while selecting the phone brand- Safety
 Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important
3. Rate the importance of following attribute while selecting the phone brand-
Performance
 Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important

4. Rate the importance of following attribute while selecting the phone brand- Comfort
 Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important
5. Rate the importance of following attribute while selecting the phone brand-
Efficiency

 Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important
6. Rate the importance of following attribute while selecting the phone brand-
Reliability
  Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important

7. Rate the importance of following attribute while selecting the phone brand-
Technology

 Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important

8. Rate the importance of following attribute while selecting the phone brand- Design
 Unimportant
 Slightly Important
 Important
 Moderately Important
 Very Important
9. Based on your opinion, rate the car brand 'one plus ' on the basis of Price

Very Poor 1 2 3 4 5 Excellent

10. Based on your opinion, rate the car brand 'one plus ' on the basis of Safety

Very Poor 1 2 3 4 5 Excellent

11. Based on your opinion, rate the car brand 'one plus ' on the basis of Technology
Very Poor 1 2 3 4 5 Excellent
12. Based on your opinion, rate the car brand 'One plus ' on the basis of Comfort

Very Poor 1 2 3 4 5 Excellent

13. Based on your opinion, rate the car brand 'One plus ' on the basis of Efficiency

Very Poor 1 2 3 4 5 Excellent

14. Based on your opinion, rate the car brand 'One plus ' on the basis of Reliability

Very Poor 1 2 3 4 5 Excellent

15. Based on your opinion, rate the car brand 'One plus ' on the basis of Design
 Very Poor 1 2 3 4 5 Excellent

16. Based on your opinion, rate the car brand 'Realme ' on the basis of Price

Very Poor 1 2 3 4 5 Excellent

17. Based on your opinion, rate the car brand 'Realme ' on the basis of Safety
Very Poor 1 2 3 4 5 Excellent

18. Based on your opinion, rate the car brand 'Realme ' on the basis of Technology
Very Poor 1 2 3 4 5 Excellent
19. Based on your opinion, rate the car brand 'Realme ' on the basis of Comfort

Very Poor 1 2 3 4 5 Excellent

20. Based on your opinion, rate the car brand 'Realme ' on the basis of Efficiency

Very Poor 1 2 3 4 5 Excellent

21. Based on your opinion, rate the car brand 'Realme ' on the basis of Reliability

Very Poor 1 2 3 4 5 Excellent

22. Based on your opinion, rate the car brand 'Realme ' on the basis of Design

Very Poor 1 2 3 4 5 Excellent

23. Based on your opinion, rate the car brand 'Realme ' on the basis of Price

Very Poor 1 2 3 4 5 Excellent

24. Based on your opinion, rate the car brand 'Oppo' on the basis of Safety

Very Poor 1 2 3 4 5 Excellent

25. Based on your opinion, rate the car brand 'Oppo' on the basis of Technology
Very Poor 1 2 3 4 5 Excellent
26. Based on your opinion, rate the car brand 'Oppo' on the basis of Comfort

Very Poor 1 2 3 4 5 Excellent

27. Based on your opinion, rate the car brand 'Oppo' on the basis of Efficiency

Very Poor 1 2 3 4 5 Excellent

28. Based on your opinion, rate the car brand 'Oppo' on the basis of Reliability

Very Poor 1 2 3 4 5 Excellent

29. Based on your opinion, rate the car brand 'Oppo' on the basis of Design

Very Poor 1 2 3 4 5 Excellent

30. Based on your opinion, rate the car brand 'Samsung ' on the basis of Price

Very Poor 1 2 3 4 5 Excellent

31. Based on your opinion, rate the car brand 'Samsung ' on the basis of Safety
Very Poor 1 2 3 4 5 Excellent

32. Based on your opinion, rate the car brand 'Samsung ' on the basis of Technology
Very Poor 1 2 3 4 5 Excellent
33. Based on your opinion, rate the car brand 'Samsung ' on the basis of Comfort

Very Poor 1 2 3 4 5 Excellent

34. Based on your opinion, rate the car brand 'Samsung' on the basis of Efficiency

Very Poor 1 2 3 4 5 Excellent

35. Based on your opinion, rate the car brand 'Samsung ' on the basis of Reliability

Very Poor 1 2 3 4 5 Excellent

36. Based on your opinion, rate the car brand 'Samsung ' on the basis of Design

Very Poor 1 2 3 4 5 Excellent

37. What is your gender?

 Male
 Female
 Prefer not to say