Impact of Western Advertisement in Pakistan Mobile Sector

Abstract

This proj ect is basically a descriptive study that specifically focu ses on analyzing the brand image and perception of Samsung t-10bi Ie and its competitors as perceived by the different age groups of respondents. It a aly:es the aspects of the effects of advertisement on cr.ildren, older individuals, the teenagers and the younger : ot. Their perceptions are compared to e xamine the different d ime nsions where these perceptions differ or unite. The effect of the exposure to advertising on purchase behavior, product preferences, gender role, etc, dre analy:ed. TLe telecom industry in Pakistan i s in high growth rate at appro;-,. 37 %, the mobile phone is practically becoming a utility , as the prices of both the ha ndsets and the connections drop to highly affordable ranges. The posi tioning o f these different cellular companies is anal yzed on various attributes in order to analyze the . ercepti on o f the consumers developed through the advertising done by the brands . Consumers brand recall is also analyzed, along with the brand strength and stature, through the differentiation , relevance , knowledge and esteem of the brand . The customer of mobile phone s is also studied in order to examine their needs and demographics . The competitors of Samsung mobiles, including Nokia , Sony Ericsson, Siemens and Motorola, in Pakistan, are compared on various attribute s for examining the brand image . The various perception scrutinized by the thesis are bas..::-lly build. on the consumers mind through the various vertising techniques, for which a few of the prominent _. It advertised from the various players have also been c mpa red. T e researcher has collected research data ",!hich, consists ..;; a surve y of 100 respondents, among whom the questionnaires have been distributed. Other then the questionnaires, some interviewing and observational study a employed. to be able to ensure the accuracy of the results. The data is presented in tabulated and graphical IO . . T he researcher has divided the sample among 100 responclents , out of which 58 respondents are male of different age groups and 42 r espondents are female of di: fere 1t age groups. The researcher is able to analyze a vast segment of respondents, while dividing them into s"veral age groups and both genders, to be able to gain representation of each age group . The questionnaires have enrbled. the researcher to remain objective, detached, value-free and non influential on the study. The results have been analyzed through several analysis tools to be dole to give recommendations and draw conclusions.