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Mobile phones have become an essential part of our daily life. Though, Selecting a mobile phone and plan can be a really complex decision, subject to many competing influences. Would you use an Android, iPhone, or Windows Phone? Would you choose a prepaid or postpaid plan? Would you prefer Telstra, Optus, or Vodafone? Is it a 3G or 4G phone? How large is the screen? What colour is the phone? How big is the internal storage? Does the plan cover free talk time, texts, or data? How much are the monthly plan costs? Are there any handset repayments? How long is the contract?...... What is it that affects this decision and makes it different for each of us? This assignment requires you to look at the mobile phone and plan choices of three people, and to present an analytical reasoning for differences between them using the theories of personality, motivation and values. Furthermore, you will offer marketing recommendations by applying the theories of learning and memory.
a) Make a list of 10 different mobile phone and plan options reflecting a variety of features available (e.g., Android vs. Windows Phone; prepaid vs. postpaid plan, etc). You would like to refer to websites of various mobile carriers and electronics stores during developing this list. Be specific – buying a white Samsung Galaxy S III 16GB for $777 and joining the Optus $2 days prepaid plan (rather than just saying buying a Samsung phone). You may wish to include specifications and details of the mobile phone and plan options.
b) Interview 3 different individuals and get them to rank the 10 mobile phone and plan options in terms of what they would be most and least likely to select. Give a summary of how each participant felt about each of the mobile phone and plan options when explaining their rankings. Ensure you interview quite different people in terms of age, gender, culture etc to give more colourful findings and analysis.
c) ANALYSE and COMPARE the responses of your participants using the theories of:
i. Personality
ii. Motivation and values
What is it about each participant that best characterises how their preferences were ranked? What were the main influences causing differences among them?
d) Provide recommendations to a hypothetical marketer of ANY ONE of the mobile phone and plan options you discussed – what are the characteristics of their likeliest customers and how may they best attract them by applying the theories of learning and memory?
You should support your analysis with theories in the form of journal articles from reputable sources. A MINIMUM of 10 - 15 references will be expected.
WARNING: Selection of literary support from Google; Wikipedia; www, and so on ARE NOT appropriate and use of them is NOT acceptable.