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An Investigation into the Impact of Branding on Growth of Tablet Computer for the UK Market - Dissertation Example

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An Investigation into the Impact of Branding on Growth of Tablet Computer for the UK Market

Only 18 per cent of respondents believe that tablet PC prices will be more affordable in future. Nearly 88 per cent of respondents believe that the future of the tablet PC in the UK market is bright. Perfect correlation was observed between variables V1 (Without promotion nobody would have known about Tablet PCs) & V2 (I would buy an unbranded Tablet PC, because it would be considerably cheaper than the branded ones); (‘r’ = 0.96). Perfect correlation was observed between variables V1 (Without promotion nobody would have known about Tablet PCs) & V19 (Tablet PC will replace the PC in future) (‘r’ = 0.96). Perfect correlation was observed between variables V2 (I would buy an unbranded Tablet PC, because it would be considerably cheaper than the branded ones) & V18 (‘r’ = 0.97). Perfect correlation was observed between variables V2 (I would buy an unbranded Tablet PC, because it would be considerably cheaper than the branded ones) & V19 (Tablet PC will replace the PC in future) (‘r’ = 0.95). Perfect correlation was observed between variables V3 (Advertisement have helped me to learn about Tablet PCs) & V4 (Promotion is helping the Tablet PC market in UK) (‘r’ = 0.97). Perfect correlation was observed between variables V3 (Advertisement have helped me to learn about Tablet PCs) & V15 (Tablet PCs are more useful than mobile phones) (‘r’ = 0.95). ...
Perfect correlation was observed between variables V4 (Promotion is helping the Tablet PC market in UK) & V16 (Tablet PCs are more useful than laptops and PCs) (‘r’ = 0.99). Perfect correlation was observed between variables V5 (Without promotion effort, I wouldn’t have known about the Tablet PCs) & V14 (Tablet PCs are useful products) (‘r’ = 0.99). Perfect correlation was observed between variables V15 (Tablet PCs are more useful than mobile phones) & V16 (Tablet PCs are more useful than laptops and PCs) (‘r’ = 0.96). 4.1.2 Other findings of the quantitative survey Findings from GPA scorecard Respondents accorded their highest approval to variable V15 “tablet PCs are more useful than mobile phones” (GPA = 80). This is followed by the variable V4 “promotion is helping the tablet PC market in UK” (GPA = 76). Closely behind this was V16, which stated, “Tablet PCs are more useful than laptops and PCs” (GPA = 75). The next highest scoring variable was V3, which stated that, “Advertisement has helped me to learn about tablet PCs) (GPA = 71. Respondents awarded GPA score of 63 to variable V14, which states that tablet PCs are useful products. However, the respondents accorded their least approval to the variable V19, which stated that tablet PC will replace the PC in future (GPA = 45). A marginally better score was accorded to variable V1, which stated that without promotion nobody would have known about the tablet PC. 4.1.3 Findings from qualitative survey The respondents believed that branding has helped the tablet PC market to grow in general in the world and particularly in the UK market. Branding helped to brand recall by bringing the memory of the brand at the time purchasing decisions are made. The ...Show more

Summary

Chapter 4: Findings and Analysis 4.1 Findings 4.1.1 Major Findings of the quantitative survey The following are the major findings of the study: The top five recalled brands of tablet PCs are Apple iPad (35%), Blackberry Playbook (23%), Samsung Galaxy Tab (13%), Dell Streak (9%), and HP Tablet at 8 per cent…
Author : tcrona
An Investigation into the Impact of Branding on Growth of Tablet Computer for the UK Market essay example
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