Impact of Western Advertisement in Pakistan: Mobile Sector

Abstract

This project is basically a descriptive study that specifically focuses on analyzing the brand image and perception of Samsung Mobile and its competitors as perceived by the different age groups of respondents. It analyzes the aspects of the effects of advertisement on children, older individuals, the teenagers and the younger lot. Their perceptions are compared to examine the different dimensions where these perceptions differ or unite. The effect of the exposure to advertising on purchase behavior, product preferences, gender role, etc, are analyzed. The telecom industry in Pakistan is in high growth rate at approx. 37 %, the mobile phone is practically becoming a utility, as the prices of both the handsets and the connections drop to highly affordable ranges. The positioning of these different cellular companies is analyzed on various attributes in order to analyze the perception of 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 phones 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 attributes for examining the brand image. The various perception scrutinized by the thesis, are basically build on the consumers mind through the various advertising techniques, for which a few of the prominent print advertised from the various players have also been compared. The researcher has collected research data which, consists of a survey of 100 respondents, among whom the questionnaires have been distributed. Other then the questionnaires, some interviewing and observational study are employed to be able to ensure the accuracy of the results. The data is presented in tabulated and graphical form. T he researcher has divided the sample among 100 respondents, out of which 58 respondents are male of different age groups and 42 respondents are female of different age groups. The researcher is able to analyze a vast segment of respondents, while dividing them into several age groups and both genders, to be able to gain representation of each age group. The questionnaires have enabled 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 able to give recommendations and draw conclusions.