Group marketing project (SPSS) - Assignment Example

Introduction to the Study There are many brands that have made their in the electronics industry over the years. Since electronics is a highlycompetitive market, the major buying decisions are made on the basis of word-of-mouth and experience. Considering the importance of these factors, providing convenience and durability to the consumers is necessary. Samsung is one of those brands which have managed to hold their own. And the fact that it does, drives one to think how the brand achieved this position and once achieved, how it retains its market share.

These thoughts have lead to the selection of Samsung as our target retailer brand for market research purposes.The research report under discussion is a group effort which aims to understand the current level of customer loyalty for the Samsung brand and the drivers behind it. The relationship between these drivers and the current perceptions has also been studied to identify the most important factors influencing it. On the basis of the findings, recommendations for improving the current level of loyalty and for attracting and retaining a higher user base have also been suggested.

The nature of study is quantitative and involves interviews conducted with 100 respondents (including Samsung users & non-users) within the area of Bangor, Gwynedd.Analysis of Question # 8A comparison of means on the basis of gender and age reveals that there is no significant impact of these factors on the way people have rated the perceptions for Samsung’s products. However, there does exist a somewhat significant difference regarding user ship for a few attributes. The results indicate that around 56% of Samsung users believe Samsung products to be well made.

Among the non-users, the response is mixed. This percentage is relatively positive but when compared with other attributes, Samsung should focus on improving the other perceptions further through good customer service and marketing efforts to drive up the overall customer loyalty.Pearson Chi-Square Tests UsershipGenderAgehave consistent qualityChi-square7.9629.50220.028df6618Sig.0.2410.1470.331are well madeChi-square13.74411.21217.395df6618Sig.0.0330.0820.496have an acceptable standard of qualityChi-square10.3186.81613.

743df6618Sig.0.1120.3380.746are products that I would enjoyChi-square10.4812.01912.703df5515Sig.0.0630.8460.625would make me want to use themChi-square17.8157.07919.208df6618Sig.0.0070.3140.379would make me feel goodChi-square5.4531.52817.454df5515Sig.0.3630.910.292are reasonably pricedChi-square16.5299.25716.905df6618Sig.0.0110.160.53offer value for moneyChi-square20.8346.90321.395df6618Sig.0.0020.330.26are good products for the priceChi-square20.7187.83127.902df6618Sig.0.0020.2510.064On an overall basis, when looking at the different attributes, consistency in quality and good value for money pricing are highly positive.

Usership and gender also have a significant association with value for money pricing. Overall 55% respondents regard consistency positively and 58% of Samsung users and 56% females consider it good value for money. It is mainly because of the positive perceptions for these attributes that the overall value of Samsung products is considered excellent. Consistency in quality is the most influential driver here and then follows the good value for money. So Samsung should use these factors to encourage the consumers for using the brand.

Samsung also needs to realize that consumers do not think that its products are reasonably priced. It is affecting the overall value perceptions and, in turn, the customer loyalty. It would be good if the marketing campaigns for Samsung emphasize on the product features and benefits to support its prices.ANOVAbModelSum of SquaresdfMean SquareFSig.1Regression98.790910.97714.383.000Residual59.52878.763  Total158.31887   a. Dependant Variable: Overall ValueCoefficientsaModelUnstandardized CoefficientsStandardized CoefficientstSig.BStd. ErrorBeta1(Constant).322.347 .930.355have consistent quality.241.119.2482.025.

046are well made.054.112.057.480.632have an acceptable standard of quality.204.109.1901.863.066are products that I would enjoy.032.083.034.386.700would make me want to use them.004.090.004.040.968would make me feel good.104.105.109.991.325are reasonably priced-.008.100-.008-.077.939offer value for money.218.107.2442.040.045are good products for the price.085.124.091.685.495a. Dependant Variable: Overall Value