Title

Evaluation of smartphone market & consumer preferences:

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Smartphone Market Karachi, Marketing, Brand & Branding

Executive Summary

The research is limited to Karachi based smartphone market, smartphone consumer and then targeted different brands of smartphones competing in highly competitive market in order to understand the current and future aspects. The research is to highlight the facts and current trends of the ongoing smartphone markets so that future business in said markets can be analyzed and needs of consumers can be assessed. The research will help various brands competing in the market to redesign their strategies and introduce devices/products which can facilitate consumers and can earn better margins by getting more share in the market. Methodology: The project was executed through qualitative and quantitative research. One focus group was conducted by inviting young consumers of smartphone. Personal interviews were also conducted from the staff of different brands of smartphones. Data w.r.t consumer preferences was also collected through survey on Facebook and mall intercept.

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