Market Segmentation for Tablets and Smart Phone Users
Good day! We are a research tean from the University of Asia and the Pacific. We are conducting a survey about peoples opinions and experiences regarding market segmentation for tablets and smart phones. Direction: Kindly check the appropriate line of the choice which best describe you.
Name: __________________________________________________ Do you own: ____ Smart phone ____ Tablet ____ Both
What Brand Do you own?
____ Apple ____ Samsung ____ Blackberry ____ Cherry Mobile ____ Lenovo ____ Torque ____ Alcatel ____ Nokia ____ Sony Ericson _____________ others, please specify
A. Demographic Profile:
1. Age: ____ 10 years old and below ____ 11-20 years old ____ 21-30 years old ____ 31-40 years old ____ 41-50 years old ____51 years old and above
2. Gender: ____ Male ____ Female
3. Civil Status: ____ Single ____ Married ____ Widow/Widower
4. Number of Children: ____ 1-2 ____ 3-4 ____ 5-6 ____7-8 ____ 9 and above
5. Total Number of family members in the household: ________
6. Monthly Family Income: ____ 15,000 and below ____ 15,001 30,000 ____ 30,001 50,000 ____ 50,001-99,000 ____ 100,000 and above.
8. Highest Educational Attainment: ______ Elementary Undergraduate ______ Elementary Graduate ______ High School Undergraduate ______ High School Graduate ______ College Undergraduate ______ College Graduate ______ Masters Graduate ______ Doctoral Graduate
9. Religion: ____ Roman Catholic ____ Protestant ____ Iglesia ni Cristo ____ Born Again Christian ____ Jewish ____ Muslim _______________ Others, please specify.
LEGEND for Psychographic Segmentation Profile and Behavioral Segment Profile:
4 = Always 3 = Often 2 = Sometimes 1 = Never
B. Psychographic Segmentation Profile: Lifestyle Segmentation: Items 4 3 2 1 1. I like to keep up with latest fashion. 2. I prefer fashionable to practical. 3. I like to try new brands and new products. 4. I enjoy expressing my feeling in activities. 5. I am usually affected by other peoples opinion.
6. I place a lot of value on my personal achievement, hoping to get to the very top in my career.
7. I am generally rational, decisive and independent.
8. I like to take responsibility and pay attention to social problems such as environment protection.
9. I prefer high quality products and famous brands.
10. I am not as concerned about the price of the product.
11. I don't like change and fashion. 12. I emphasize job security rather than high income.
13. I am family-oriented, enjoying the family and believe that family is more important than my career.
14. I am price-conscious. 15. I don't pay much attention to advertisements and are not easily swayed by them.
C. Behavioral Segment Profile:
Items 4 3 2 1 1. I use my smart phones/tablets for: - Texting - Calling - Browsing/Surfing the net - Gaming - Reviewing/Taking down notes 2. I usually take for consideration the following attributes:
- Price - Aesthetic (Color, Size, Graphics) - Brand - Technological Capabilities 3. I am benefited with my smart phone/tablets for:
- Contacting my loved ones (Texting, Calling, Skype, Facetime)
- To belong in my group (affiliation) - To inform my friends/colleagues of my whereabouts (security)
- Past-time (gaming and entertainment) 4. I prefer to buy and use the same brands for my smart phones/tablets.
- I prefer to buy and use the same brands for my smart phones / tablets when I upgrade to a new version.
D. Purchase Decisions: Items 4 3 2 1 I usually consider these factors / influencers in my decision when purchasing a smart phone / tablet?
- Family - Friends - Opinion Leaders (artists, models, Idols) - Advertisements - Store Sales people 2. I usually take for consideration the following attributes when I purchase smart phones / tablets:
- Price - Aesthetic (Color, Size, Graphics) - Brand - Technological Capabilities 3. I usually purchase my smart phone / tablets as:
- Brand New - Second Hand 4. Where do you usually purchase your smart phones / tablets?
- I usually purchase my smartphones / tablets from Telcos Shops (Globe, Smart Sun Stores)
- I usually purchase my smartphone / tablet from a Gadget Store in Malls (Greenhills or Cyber Zone)
- I usually purchase my smartphone / tablet from Personal Contacts