B.SC Research Full Document

Course: Bachelor of Science (B.
Sc) in Business Management,

University College Dublin, Ireland. (Mgt 14 Sri Lanka)

Module: Management Research Project

Submission: Research Paper Regarding the Management Research Project

Submitted by: K.T.D.Nisansala
UCD Student No: 10296085
Project Supervisor: Mr. Gajaba Gunawardena

Submission Date: 18
th
March: 2012

Word Count: 4,986

I declare that all materials included in this report are the end result of my own work and
that due acknowledgements have been given in the bibliography and references to all
sources be they printed, electronic or personal

Signature: .. Date: 18/03/2012
K.T.D.Nisansala
Student No: 10296085

The Declaration of the Student
I declare that all materials included in this report are the end result of my own work and that
due acknowledgements have been given in the bibliography and references to all sources be
they printed, electronic or personal

K.T.D.Nisansala
Student No: 10296085

The Approval of the Supervisor
I am glad to approve this research paper which was done by K.T.D.Nisansala who was under
the supervision of me regarding the management research project module of the B.Sc
(Business Management) degree program, Batch 14.

Mr. Gajaba Gunawardena
Project Supervisor

i

Table of Contents

Chapter 01 .................................................................................................................................. 1
Introduction ................................................................................................................................ 1
1.1 Research Topic ................................................................................................................. 1
1.2 Introduction to the topic ................................................................................................... 1
1.3 Background Study to the Research .................................................................................. 1
1.4 Research Problem (Problem Statement) .......................................................................... 6
1.5 Research Question ............................................................................................................ 6
1.6 Research Objectives (Significance of the Study) ............................................................. 6
Chapter 02 .................................................................................................................................. 7
Literature Review....................................................................................................................... 7
The Concept of Grey Markets ............................................................................................ 7
Distribution of Goods through Unauthorized Channels ......................................................... 7
Strategies that Manufacturers and Trademark owners have to craft for overcoming the
Threats from Grey Markets .................................................................................................. 8
Grey Markets in the Mobile phone industry with particular reference to Sri Lanka. ............ 8
The Nature, Extent and the factors affecting mobile phone users shift to the Grey Market .. 8
Strategies for regulating smuggling of grey market ............................................................... 9
Chapter 03 ................................................................................................................................ 10
Methodology ............................................................................................................................ 10
3.1 Conceptual Framework .................................................................................................. 10
3.2 Population and Sampling ............................................................................................... 10
3.3 Instrumentation............................................................................................................... 11
3.3.1 Instruments for collecting primary data................................................................... 11
3.3.2 Instruments for collecting secondary data ............................................................... 11
3.4 Method of Data Presentation .......................................................................................... 11

ii

3.5 Method of Data Analysis ................................................................................................ 11
3.5.1 Data Analysis Framework ....................................................................................... 11
3.6 Validity and Reliability of the Data Related to the Research ........................................ 12
3.6.1 Validity and Reliability of Primary Data ................................................................. 12
3.6.2 Validity and Reliability of Secondary Data ............................................................. 12
3.7 Scope and Limitations .................................................................................................... 12
3.7.1 Scope of the Research .............................................................................................. 12
3.7.2 Limitations of the Research ..................................................................................... 12
Chapter 04 ................................................................................................................................ 13
Research Findings .................................................................................................................... 13
4.1 Data presentation ............................................................................................................ 13
4.2 Data Analysis ................................................................................................................. 22
4.2.1 General data analysis on the sample ........................................................................ 22
4.2.2 Data analysis related to the significance of the study. ............................................. 24
Chapter 05 ................................................................................................................................ 29
Concussion ............................................................................................................................... 29
References
Bibliography
Appendices
Appendix 01: Annotated Bibliography
Appendix 02: Questionnaire related to the Survey of the study
Appendix 03: Plagiarism Test Certificate
Appendix 04: Supervisors Comment Form

iii

List of Figures

Figure 4.1 age distribution of the sample................................................................................. 22
Figure 4.2 gender distribution of the sample ........................................................................... 22
Figure 4.3 geographic distribution of the sample .................................................................... 23

List of Tables
Table 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July) ........................................ 2
Table 1.2 Cumulative Number of Mobile Phones in Sri Lanka and its annual increment ........ 3
Table 1.3 Market shares of Top five Mobile Phone Brands (Approximate Values) ................. 4
Table 1.4 Sri Lankans Major importing percentage by origins ................................................ 5
Table 4.1 Data regarding the age category of the sample ........................................................ 13
Table 4.2 Data regarding the gender representation of the sample.......................................... 13
Table 4.3 Data regarding the representation of occupational type of persons in the sample .. 14
Table 4.4 Data regarding the representation of income level of persons in the sample .......... 14
Table 4.5 Data regarding the Geographical area of persons in the sample.............................. 14
Table 4.6 Data regarding the age distribution of the sample against the gender ..................... 15
Table 4.7 Data regarding the age distribution of the sample against the occupational type .... 15
Table 4.8 Data regarding the age distribution of the sample against the income level. .......... 15
Table 4.9 Data regarding the age distribution of the sample against the income level with
mentioning the occupational type. ........................................................................................... 16
Table 4.10 Data regarding the age distribution of the sample against the geographic area
related to the persons in the sample ......................................................................................... 16
Table 4.11 Data regarding first time users of a mobile phone in terms of the gender ......... 17
Table 4.12 Data regarding first time users of a mobile phone in terms of age category ...... 17
Table 4.13 Data regarding first time users of a mobile phone in terms income level .......... 17
Table 4.14 Data regarding the category of the mobile phone of the first time users ............... 18
Table 4.15 Data regarding the first time users of Phone with no Brand Name, no local agent
and having no country of origin in terms of income ................................................................ 18
and having no country of origin in terms of geographical area ............................................... 18

iv

Table 4.17 Data regarding the factors affecting first time users to purchase a mobile phone in
grey market .............................................................................................................................. 19
Table 4.18 Data regarding the price range of the mobile phone related to the first time users
in the grey market. ................................................................................................................... 19
Table 4.19 Number of users who shifted towards grey markets in their last purchase ........... 19
Table 4.20 Number of users who shifted towards grey markets in their last purchase in terms
of the age category ................................................................................................................... 20
of the geographic area .............................................................................................................. 20
Table 4.22 Data regarding the factors affecting users to shift towards mobile phone in grey
market ...................................................................................................................................... 20
Table 4.23 Data regarding the price range of the mobile phone related to the Shifted users in
to grey market. ......................................................................................................................... 21
Table 4.24 the awareness of TRCSL approval on the quality and the health safeguards
relating to Mobile phones ........................................................................................................ 21
Table 4.25 Issues occur when increasing the number of mobile phones in Sri Lanka ............ 21
Table 4.26 Analysis on factor affecting mobile phone users to shift towards grey markets ... 26

List of Charts
Chart 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July) ........................................ 2
Chart 1.2 the number of mobile phones in Sri Lanka ................................................................ 3

v

Acknowledgement
It is a great pleasure to acknowledge this research paper to my dear sir, Mr. Gajaba
Gunawardena in order to give him the best honor and respect for guiding me towards the
victory path of the research study.

vi

Executive Summary
This research is a study on Factors affecting mobile phone users to shift towards grey
markets. The research problem of the study stated that mobile phone users in Sri Lanka
visualized a significance trend of shifting towards mobile phones in grey markets since 2007
era. This problem statement leads the study for having a research question stated that What
are factors that motivate mobile phone users to shift towards Mobile Phones in Grey
Markets? The entire study depends on the research question and the research formulated
objectives to get answers for the research question. This guided the study to solve the
research problem of the study.
The study was supported by a comprehensive literature review regarding the concept of grey
markets and the other relevant marketing concepts were mentioned at the annotated
bibliography of the study attached in the appendices. Mentioning on the methodology of the
study, distributing questionnaires used as a survey method to collect primary data on the
study and the data was analyzed according to a developed manner by using simple statistics
in lights of the conceptual framework developed under Consumer Behavior Studies.
As major findings of the study, the research status that there are factors other than low price
levels motivate mobile phone users to shift towards mobile phones in grey markets and the
study stated Offered Features as a highly motivating factor and the Appearances /
Attractiveness as a moderate motivational factor. The study also discussed on the user
awareness regarding governments regulatory approval on the health and safeguard
conditions of mobile phones as well as users knowledge on the issues occur in relevant to the
rapid development of the number of mobile phones in the country. The research study
comprehensively discussed the purchasing behavior of mobile phone users in terms of their
age, gender, income level etc.
The research study was fulfilled its objectives and successfully answered to the research
question which directed the entire study to solve the research problem.

1

Chapter 01
Introduction
1.1 Research Topic
Factors Affecting Mobile Phone Users to Shift towards Grey Markets
1.2 Introduction to the topic
The Mobile Phone and the mobile wireless cellular technology are playing a major role in the
modern society for fulfillment of the growing communication needs of the people. The term
Mobile Phone in this study means only the Hand sets (Hand held sets), specifically
excluding other mobile phone devices such as CDMA and Car phones.
People in Sri Lanka have embraced the use of mobile phones so strongly, developing a
phenomenon into a culture. The rapid and continuous growth of the use of mobile phones by
Sri Lankans is seen by the phenomenal increase in the subscriber rate during the recent few
years. In 2009 the rate was 69.8 per 100 persons and in 2010 it was 83.5 (Central Bank
Annual Report, 2010, P.59). With the flooding of mobile phones related to grey markets in
late 2007, users visualized an extremely intense tendency to shift towards Mobile Phones in
Grey Markets (Lanka Business Online, 2010). That cause the rapid growth related to the
mobile phone usage in the country.
The research problem stated that most number of mobile phone users in Sri Lanka recently
shifted towards purchasing Mobile Phones in Grey Markets than purchasing mobile phones
available in Authorized distribution channels.
1.3 Background Study to the Research
Mobile Technology is one of the most rapidly developed technologies in the modern world.
With the emergence of the epoch making concept of Geostationary Satellite
Communication developed by Prof. Arthur C. Clerk in 1945, the wireless mobile technology
grew and developed dizzying heights. The mobile phone usage in Sri Lanka is being
increasing year by year and the best indicator for this is the Mobile Phone Subscriber Rate
The Subscribers per 100 persons for a mobile phone in Sri Lanka in 2009 were 69.8. But in
2010 it was 83.5 (Central Bank Annual Report, 2010)

2

The history regarding the growth of mobile phone subscribers over the last 20 years
Year Subscribers Year Subscribers
1992 2,664 2002 931,403
1993 14,687 2003 1,393,403
1994 29,182 2004 2,211,158
1995 51,316 2005 3,361,775
1996 71,029 2006 5,412,496
1997 114,888 2007 7,983,489
1998 174,202 2008 11,082,454
1999 256,655 2009 14,262,442
2000 430,202 2010 17,267,407
2001 667,662 2011 July 18,176,030

Table 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July)
Source: Telecommunications Regulatory commission, Sri Lanka (2011)

Chart 1.1 Mobile subscribers in Sri Lanka from 1992 to 2011(July)
Source: Telecommunications Regulatory commission, Sri Lanka (2011)
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
Mobile subscribers in Sri Lanka from 1992 to 2011(July)

3

Cumulative Number of Mobile Phones in Sri Lanka and its annual increment
Year Cumulative Number of Mobile Phones Number of newly added
2006 5,412,000 ..
2007 7,983,000 2,571,000
2008 11,083,000 3,100,000
2009 14,264,000 3,181,000
2010 17,247,000 2,983,000

Table 1.2 Cumulative Number of Mobile Phones in Sri Lanka and its annual increment
Source: Central Bank Annual Report (2007/2008/2009/2010)

Chart 1.2 the number of mobile phones in Sri Lanka
Source: Authors work based on (Central Bank Annual Report, 2009, P.57) & (Central Bank
Report, 2010, P.59)
The above mentioned facts and figures prove the rapid increment of the usage of mobile
phones in Sri Lanka. The major reason for this was the occurrence of grey markets in late
2007 which that idea proved below.
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
2006 2007 2008 2009 2010
The number of mobile phones in Sri Lanka

4

The occurrence of grey markets as a factor of increasing the number of mobile phones
in Sri Lanka
The best selling mobile phone brand in Sri Lanka, Nokia faced a great challenge from
grey markets in 2010. People were attracted by the features offered by those products
for lower prices (Lanka Business Online, 2010).
The Market Share of conventional brands decreased while grey market increased it
shares in the Sri Lankan mobile phone industry.
Phone Brand Market Share
in 2007-08
Market Share
in 2008-09
Market Share
in 2010-11
Nokia 83% 60% 40 -45%
Samsung, LG, Sonny
Ericson and other
conventional brand
17% 20%-25% 15-20%
Mobile phones in grey
markets
N/A 15%-20% 40%

Table 1.3 Market shares of Top five Mobile Phone Brands (Approximate Values)
Source: Lanka Business Online with Softlogic (2010), Sudeep Nair, 2010 & Sunday Leader,
12th Nov: 2011

The reasons for occurring this rapid spreading of Grey Products are reducing import
duties and taxes on mobile phones by the government. Those advancements on the
grey mobile phone market of Sri Lanka motivated mobile phone users to shift towards
Grey Markets. (Sudeep Nair, 2010).
The below mentioned table illustrated Sri Lankas Major importing percentage by
origins. This will help to get an idea about how grey markets developed in Sri Lanka.
The imports regarding European region went down from 14% in 2005 to 11% in 2010
may reflects that the imports of mobile phones form Scandinavian region especially
Nokia from Finland and Motorola from Germany decreased.

5

Table 1.4 Sri Lankans Major importing percentage by origins
Source: Central Bank Annual Report (2010, P.59)

The situation on China and Singapore is different than the Europe case that Chinese
imports increased from 7% in 2005 to 9% in 2010 and for Singapore imports
increased from 8% to 12%. Those import form those courtiers definitely got a high
concernable percentage of mobile phones and majority of those mobile phones from
china and Singapore related to grey markets.

The above mentioned arguments related to secondary sources proved that the rapid
advancement of grey markets motivated to increase the number of mobile phones in Sri
Lanka.

Country / Region Import Percentage in
2005
Import Percentage
2010
Europe Region 14% 11%
USA 2% 1%
India 21% 19%
Singapore 8% 12%
China 7% 9%
Asia Others 24% 18%
Middle East 8% 14%
Other 16% 16%

6

1.4 Research Problem (Problem Statement)
The research problem stated that Most number of mobile phone users in Sri Lanka recently
shifted towards purchasing mobile phones in grey markets than purchasing conventional
mobile phones available in Authorized distribution channels.
1.5 Research Question
What are factors that motivate mobile phone users to shift towards Mobile Phones in Grey
Markets?
1.6 Research Objectives (Significance of the Study)
To get a comprehensive understanding about the newest trend of mobile phone users
in Sri Lanka on shifting towards mobile phones in grey markets.
To determine the factors affecting first time purchasers to prefer a mobile phone.
To determine the factors that affect mobile phone users to shift towards mobile
phones in grey markets other than purchasing products in authorized distribution
cannels.
To study on Prevention related to Health Hazards expose to radiation by using mobile
phones.
Studying the issues regarding the Growth of Mobile Phone Usage.

7

Chapter 02
Literature Review
The purpose of presenting the literature review is to examine the current state regarding the
basic concepts of Grey Markets. The Review has sufficiently addressed itself on several key
issues and aspects of Grey Marketing pertaining the research question investigated in this
study. As such, the literature review mainly focuses on the following fundamental concepts
and applications.
The Concept of Grey Marketing
Effects of Emergence and Operations of Grey Markets
Grey Markets in the Mobile phone industry with particular reference to Sri Lanka.
The Nature, Extend and the factors affecting the shift to the grey market
Strategies for Regulating Smuggling of Grey Markets
The Concept of Grey Markets
A Grey Market goods and services are offered outside the original distribution channels
authorized by the manufacturer. Grey Market products are not necessarily duplicates or
imitations. It could still be the same genuine product from the original manufacturer.
Czinkota and Ronkainen (2003, P.357), Hill and Samil (1998, P.213), Cateora and Graham
(2008, P.622), Onkvisit and Show (1997, P.190) and Investopedia (2010)
Distribution of Goods through Unauthorized Channels
The undisputed identity of the grey market is that it is operating on unauthorized distribution
channels, and in addition the authentic products are offered at relatively cheaper prices by
jumping tariff walls (De Burca, Brown and Fletcher, 2004, P.416).
Cateora and Graham (2008, P.622) argued that if the price differences are greater than the
cost of transportation between countries, there is an obvious potential to occur grey markets.
They stressed that E Marketing also substantially affect the appearance of grey markets.
Because customers can see the price differences between similar products in different

8

websites related to different firms. Cateora and Graham (2008, P.623) emphasized that
having an over production as well as maintaining an over distribution environment motivate a
product to be sold at the grey markets.
Strategies that Manufacturers and Trademark owners have to craft for
overcoming the Threats from Grey Markets
Maintaining a strong direct and a visible movement of goods from manufacturer to customer
(one price policy related to its supply of goods), producing different versions of products for
different markets and Launching Promotional Campaigns related to original trademark
products are appropriate strategies that support genuine manufacturers to defend the
challenges from grey markets.(Czinkota and Ronkainen, 2003, P.360).
Cateora and Graham (2008, P.622) suggested that price harmonization as a suitable strategy
of facing the challenge from the grey markets that grey markets exists because of the price
differences between original distribution channel and the grey markets.
Grey Markets in the Mobile phone industry with particular reference to
Sri Lanka.
The grey markets of the mobile phone industry in Sri Lanka were highly emerged with the
flooding of Chinese originated mobile phones in late 2007. In 2009 the number of newly
added mobile phones in Sri Lanka was 3,181,000 and among them 636,200 (approximately
20%) represented mobile phones in grey markets. In 2010, the number of newly added
mobile phones in Sri Lanka was 2,983,000 and within that number 1,193,200 (approximately
20%) phones related to Grey Market. This proves that grey markets invaded Sri Lankan
mobile phone industry.
Central Bank Annual Report (2010), Lanka Business Online (2010), Nokia Emerging Asia
Corp. interview with Sunday Leader (12th Nov: 2011) and Sudeep Nair, (2010).
The Nature, Extent and the factors affecting mobile phone users shift to the
Grey Market
Among the mobile phone owners of the country, people between 16 years to 35 years account
a higher proportion. The reason is that most of the persons representing this age group use
mobile phones to connect to the internet for using social networks.

9

As the high price conscious of Sri Lankan consumers, especially the young crowd on
purchasing mobile phones leads them to prefer mobile phones in grey markets. Because the
products in grey markets are relatively cheaper in price. Sri Lankan mobile phone users are
mostly demanding the price range of 3,000 LKR 3,500 LKR for buying a mobile phone and
there are products suited for this price range in grey markets. Attractive offered features for
low price levels motivate users to buy mobile phones in grey markets. The life expectation
for such mobile phones in grey markets is not exceeding one year. But most of the users
prefer of using a cheap mobile phone around one year and replace it.
Business Times (2010), Daily News (19/07/2010) and Lanka Business Report (04/03/2011).
Strategies for regulating smuggling of grey market
It is compulsory to get the TRCSL approval on the quality, health condition, and
electromagnetic capability of mobile phones before vending them to the users. This can be
concerned as an effective regulating strategy on preventing flooding of illegal as well as bias
mobile phones with health hazards to the country. Reducing tax rates on importing mobile
phones is a good strategy to tackle the challenge from grey markets. It will help the importers
who import conventional mobile phones to import more and more conventional products and
offer them to the customers for reasonable prices.
Business Times (2010) and Daily News (19/07/2010)

10

Chapter 03
Methodology
3.1 Conceptual Framework
The conceptual framework of the research emphasizes the scientific method of analyzing the
collected data in a developed manner to get an answer for the research question of the study
What are factors that motivate mobile phone users to shift towards Mobile Phones in Grey
Markets.
In this research study, the conceptual framework is the Consumer Behavior concept. The
consumer behavior concept is the study of the buying behavior of consumers on products and
services. The buying behavior of consumers is depended on many reasons such as the nature
of the products and services, price levels and the convenience of reaching the products and
services and the promotional activities which those aspects come under the 4Ps concept of
marketing. Those factors are the motivational factors for occurring buying behaviors on
consumers mindset.
So the conceptual framework of the research study Consumer Behavior is the foundation
for analyzing the collected data in a meaningful manner and determining the conclusions of
the study.

3.2 Population and Sampling
Population: The mobile phone users representing any age category
Sampling: The Mobile phone users representing the age group between 20 to 35
years representing both urban and rural geographic areas.
Reason for Sampling in terms of user age: The researcher assumed that the shift
from one mobile phone to another can mostly be seen in the young crowed between
20 35 years.
Reason for Sampling in terms of geographic area: To get the attitudes of users in
terms of the geographical area which they live.

11

Sampling Method: Random Sampling method
Sample Size: 60 persons in between the age range of 20 -35 years representing both
urban and rural.
3.3 Instrumentation

3.3.1 Instruments for collecting primary data
Offer questionnaires to collect primary data. Distribute questionnaire among the sample while
conduct a telephone questionnaire session for getting details on rural areas.

3.3.2 Instruments for collecting secondary data
Text Books, Journals, E-Based documents, Internet, Government Publications

3.4 Method of Data Presentation
Presenting the data by using tables, graphs, Histogram and pie charts
3.5 Method of Data Analysis
Use percentage analysis method to analyze the factors affecting users to shift to grey markets.
3.5.1 Data Analysis Framework
Using percentage analysis methods for analyzing the sample characteristics such as gender,
income levels of users and also to analyze the factors affecting users to shift towards grey
markets, knowledge on TRCSL approval on the condition of the mobile phones and etc
Analyze the shifting behavior of users towards grey markets by using the percentage analysis
method
Analyze weights assigned for factors affecting users to shift towards grey markets, issues
with the increment of the mobile phones in grey markets etc by summing the weights
together and getting the mean.
Analyzing factors affecting users to shift towards grey markets against user characteristics
such as income level, age category etc by mentioning the percentages related to the sample.

12

3.6 Validity and Reliability of the Data Related to the Research
3.6.1 Validity and Reliability of Primary Data
The data which will be collected through questionnaires is valid to the study in terms of their
relevancy point of view. By offering questionnaire for a focused sample, the study will get
the relevant data for proofing the hypothesis of the study.
3.6.2 Validity and Reliability of Secondary Data
The data related to secondary sources such as text books, journals, Government Publication
and the internet etc are valid and relevant to the study that those references are based on
responsible authorities. The researcher referred only what the study needs as data and as
literature.

3.7 Scope and Limitations
3.7.1 Scope of the Research
The scope of the research is to study the entire mobile phone industry in Sri Lanka in relevant
to the shifting behavior of mobile phone users towards grey markets.
3.7.2 Limitations of the Research
It is always better to study the trend of shifting of mobile phone users towards mobile phones
in grey markets in terms of the brands in grey markets. But it is a limitation to the study that
there are hundreds of brands in the grey markets and the idea on studying the shift trend on
particular brands is not practical at all.

13

Chapter 04
Research Findings
This section addressed two major components related to the research study. They are data
presentation section and the data analysis sections on the study. In the data presentation
section, it mention the data gathered from the survey, the primary data regarding the study by
using data presentation methods such as graphs, figures and charts. In data analysis, the
results are been analyzed in a meaningful manner to prove the hypothesis.
4.1 Data presentation
Sample size: 60 persons representing the age gap of 20 years to 35 years in terms of the age
segmentation and representing both rural areas and urban areas in term of geographical
segmentation point of view.
Data regarding the age category of the sample.
Age Category Size from the sample of 60 Percentage related to the
sample
20 Years to 24 Years 27 45%

Table 4.1 Data regarding the age category of the sample
Source: Survey on the primary data collection

Data regarding the gender representation of the sample
Gender Category Size from the sample of 60 Percentage related to the
sample
Male 33 55%
Female 27 45%

Table 4.2 Data regarding the gender representation of the sample

14

Data regarding the representation of occupational type of persons in the sample
Occupational type Size from the sample of 60 Percentage related to the
sample
Government Sector 09 15
Private Sector 39 65
Self Employment 10 16.67
Non Employed 02 3.3

Table 4.3 Data regarding the representation of occupational type of persons in the sample

Data regarding the representation of income level of persons in the sample
Income level Size from the sample of 60 Percentage related to the
sample
Less than 10,000/= 06 10
10,000 - 25,000 31 51.67
25,000 40,000 15 25
Over 40,000 06 10

Table 4.4 Data regarding the representation of income level of persons in the sample

Data regarding the Geographical area of persons in the sample
Geographical area Size from the sample of 60 Percentage related to the
sample
Urban 36 60
Rural 24 40

Table 4.5 Data regarding the Geographical area of persons in the sample

15

Data regarding the age distribution of the sample against the gender
Gender

Age Category
Male female
20 Years to 24 Years 15 12

Table 4.6 Data regarding the age distribution of the sample against the gender

Data regarding the age distribution of the sample against the occupational type
Occupational Type

Age Category
Government
Sector
Private Sector Self
Employment
Non
Employed
20 Years to 24 Years 3 18 4 2

Table 4.7 Data regarding the age distribution of the sample against the occupational type

Data regarding the age distribution of the sample against the income level.
Occupational Type

Age Category
Less than
10,000/=
10,000 -
25,000
25,000
40,000
Over 40,000
20 Years to 24 Years 06 13 05 01
25 Years to 29 Years - 12 03 03
30 Years to 34 Years - 06 07 02

Table 4.8 Data regarding the age distribution of the sample against the income level.

16

Data regarding the age distribution of the sample against the income level with
mentioning the occupational type.
Keys: G- Government Sector, P- Private Sector, S- Self employment
Occupational Type

Age Category
Less than
10,000/=
10,000 -
25,000
25,000
40,000
Over 40,000
20 Years to 24 Years 06 (6P) 13 (P10,G3) 05 (P2, S3) 01(S1)
25 Years to 29 Years - 12 (P8,G2,S2) 03 (P2,S1) 03 (P2,S1)
30 Years to 34 Years - 06 (P3,G2,S1) 07 (P4,G2,S1) 02 (P2)

Table 4.9 Data regarding the age distribution of the sample against the income level with
mentioning the occupational type.

Data regarding the age distribution of the sample against the geographic area related
to the persons in the sample
Geographic Location

Age Category
Urban Rural

Table 4.10 Data regarding the age distribution of the sample against the geographic area
related to the persons in the sample

17

Data regarding first time users of a mobile phone in terms of the gender
First Time User Yes (7) No (53)
Male 5 28
Female 2 25

Table 4.11 Data regarding first time users of a mobile phone in terms of the gender

Data regarding first time users of a mobile phone in terms age category
First Time User Yes (7) No (53)

Table 4.12 Data regarding first time users of a mobile phone in terms of age category

Data regarding first time users of a mobile phone in terms income level
First Time User
Income
Level
Yes (7)
Less than 10,000 5
10,000 25,000 2
25,000 40,000 -
Over 40,000 -

Table 4.13 Data regarding first time users of a mobile phone in terms income level

18

Data regarding the category of the mobile phone of the first time users
First Time User Size
Phone with Brand Name, local agent
and having country of origin
4
Phone with no Brand Name, no local
agent and having no country of origin
3

Table 4.14 Data regarding the category of the mobile phone of the first time users

Data regarding the first time users of Phone with no Brand Name, no local agent and
having no country of origin in terms of income.

and having no country of origin in terms of income

Data regarding the first time users of Phone with no Brand Name, no local agent and
having no country of origin in terms of geographic area

and having no country of origin in terms of geographical area
Income Level First time user of a Phone with
no Brand Name, no local agent
and having no country of origin
Less than 10,000 2
10,000 25,000 1
25,000 40,000 -
Over 40,000 -
Geographic
Area
First time user of a Phone with no Brand Name, no
local agent and having no country of origin
Urban 2
Rural 1

19

Data regarding the factors affecting first time users to purchase a mobile phone
Factors affecting first time users to purchase a
mobile phone in grey market
Total Weighting Rank
Low Price Levels 1+1+1 = 3 1
Offered Features 2+3+2 = 7 2
Attractiveness (Appearances) 3+2+3 = 8 3
Promotional Activities

Table 4.17 Data regarding the factors affecting first time users to purchase a mobile phone in
grey market

Data regarding the price range of the mobile phone related to the first time users in the
grey market.
Price Range Number of people
1000 LKR-2000 LKR -
2001 LKR 3000 LKR 2
3001 LKR-4000 LKR 1

Table 4.18 Data regarding the price range of the mobile phone related to the first time users
in the grey market.

Data regarding the number of users who shifted towards grey markets in their last
purchase
Number of users who shifted towards grey markets in their
last purchase (Yes)

9
Number of users who did not shift towards grey markets in
their last purchase (No)

44

Table 4.19 Number of users who shifted towards grey markets in their last purchase

20

purchase in terms of the age category
Age Category Person(s)
20 Years to 24 Years 7
25 Years to 29 Years 2
30 Years to 34 Years -

of the age category

purchase in terms of the geographic area
Geographic area Person(s)
Urban 7
Rural 2

of the geographic area
Data regarding the factors affecting users to purchase a phone in the grey market at
their last purchase
Factors affecting users to purchase a mobile
phone in grey market by shifting
Total Weighting Rank
Low Price Levels 1+1+1+1+1+2+1+1+1 = 10 1
Offered Features 2+2+2+2+1+1+1+2+2 = 15 2
Attractiveness (Appearances) 3+2+2+2+2+2+2+3+3 = 21 3
Promotional Activities 3+3+3+3+3+3+2+2+3 = 25 4

Table 4.22 Data regarding the factors affecting users to shift towards mobile phone in grey
market

21

Data regarding the price range of the mobile phone related to the first time users in the
grey market.
Price Range Number of people
1000 LKR- 2000 LKR 3
2001 LKR 3000 LKR 4
3001LKR -4000 LKR 2

Table 4.23 Data regarding the price range of the mobile phone related to the Shifted users in
to grey market.

Data regarding the awareness of TRCSL approval on the quality and the health
safeguards relating to Mobile phones
Know on TRCSL Approval regarding the quality and the health safeguards
relating to Mobile phones (Yes)
25
Do not know on TRCSL Approval regarding the quality and the health
safeguards relating to Mobile phones (No)
35

Table 4.24 the awareness of TRCSL approval on the quality and the health safeguards
relating to Mobile phones

Issues occur when increasing the number of mobile phones in Sri Lanka
health problems 37
tendency to occur traffic related to mobile network connections 07
leads and motivates to increase crimes in the country 13
misuses of mobile phones 11

Table 4.25 Issues occur when increasing the number of mobile phones in Sri Lanka

22

4.2 Data Analysis
4.2.1 General data analysis on the sample
Analysis on the age distribution of the sample
The sample size of the survey is 60 and it was segmented in terms of the age and the
geographical area of mobile phone users. By looking at the sample, 45% of the sample is
representing the mobile phone users related to the age category of 20 years to 24 years. The
age category of 25 Years to 29 Years and 30 Years to 34 Years represents 30% and 25% of
the sample respectively.

Figure 4.1 age distribution of the sample
Source: Data Presentations from the survey
Analysis on the gender distribution of the sample
In the sample, 55% represent males while the rest 45% related to female.

Figure 4.2 gender distribution of the sample
20 years - 24
years, 45%
25 years - 29
years, 30%
30 years - 34
years, 25%
Male, 55%
Female, 45%

23

Analysis on the occupational type of persons in the sample
From the 60 persons interviewed, 15% represent the government sector while majority from
the private sector as 65%. 16.67% of persons in the sample are self employed while there
3.3% of unemployment.
Analysis on the monthly income level of persons in the sample
Those who employed in the sample, among them 10% are having a monthly income below
10,000 LKR. 51.67% of persons enjoy a monthly income between 10,000 LKR 25,000
LKR. 25% get 25,000 to 40,000 LKR as their monthly income while 10% of persons are
having a monthly income over 40,000 LKR.
Analysis on the geographical area representations of the sample.
60% of the persons in the sample represent urban areas while the rest 40% of persons
represent the rural areas.

Figure 4.3 gender distribution of the sample

Urban , 60%
Rural, 40%

24

4.2.2 Data analysis related to the significance of the study.
The analysis on the first time mobile phone users
The survey stated that 11.6% of the sample represents first time mobile phone users. They all
belong to the age category of 20 years 24 years. From that user community most of them
will step at their early 20s that the first exposure to a mobile phone in Sri Lankan context can
be seen after the completion of the school education.
28.57 of the first time users of a mobile phone are female while the majority (71.43%) is
males. This may feels that males are more careful and willing to keep the things that they use
rather than female do.
28.57 of the first time users of a mobile phone are unemployed while the rest 71.43% are
employing. As stated earlier, most of the first time users may at their early 20s and they may
do their studies and so that no exposure to employment at all. But with the grown up of the
life, in the age around 22 years, they may do occupations by not continuing the studies
represents the rest 71.43% as the young working crowd
Among the employed first time users, 60% are receiving a monthly income level below
10,000 LKR. 40% enjoys a monthly income range of 10,000 LKR TO 25,000 LKR. As they
young, this will be the salary range that they will have.
Among the first time users, 42.85% of users are using a mobile phone related to grey market.
The rest of 57.14% use mobile phones in conventional market. By looking at the income
level of first time users who use mobile phone in grey market, 66.3% are enjoying a monthly
salary less than 10,000 LKR. So the low income level of first time users may motivate them
to prefer and purchase mobile phones in grey markets.
By concerning the geographic status of the first time users who purchase mobile phones in
grey markets, 66.6% of them representing the urban areas and the rest 33.3% represent the
rural areas. The reason for this may be the high availability of grey markets and the related
products in the vicinity of urban areas.
By looking at the price ranges of mobile phones related to grey markets in terms of the first
time users, 66.6% users are having a mobile phone priced between 2001 LKR 3000 LKR.
This reflects that they like on purchasing mobile phones in grey markets as they will be able
to purchase a mobile phone for a very less price.

25

As an overall view of the factors affecting first time buyer to purchase a mobile phone,
57.14% say that low price levels is the highly motivating factor of them to be attracted to a
mobile phone. 42.85% of first time users say that they were highly motivated by the features
offered with the product. 71.42% of the first time users stated that they were less motivated
with the promotional activities of the grey markets. 57.14% says they were moderately
motivated by the appearance of the mobile phones in grey markets.
The analysis on mobile phone users who shifted towards mobile phones in grey markets
The survey stated that 88.33% of the sample represents mobile phone users who already had
subsequent purchases related to mobile phones
Among them 16.98% shifted towards mobile phones in grey markets. This may refer the
statistics of the improvement of the market share of mobile phones related to grey market. As
per the table 1.1 the market share of the grey market of mobile phone in the period of 2010 -
2011 was 40% approximately. This refers the purchases of the first time buyers and the
subsequent purchasers who shifted on purchasing mobile phones in grey markets.
Among the mobile phone users who shifted towards grey markets, 77.7% of them are related
to the age category of 20 years 24 years and 22.3% of the mobile phone users who shifted
to grey markets are related to the age category of 25 years to 29 years. There is no a
significance shifting behavior can be seen in the age category of 30 years to 34 years. So the
shifting nature towards mobile phones in grey markets can be mostly seen in the age category
of 20 years to 30 years. The subjective reasons for this are mentioned at the latter part of the
analysis.
Mentioning on the monthly income level of the mobile phone users who shifted towards
mobile phones in grey markets, 88.89% are receiving a monthly income level between10, 000
LKR to 25,000 LKR. The rest 11.11% enjoys a monthly salary range between 25,000 LKR
to 40,000 LKR. As can be seen above, 88.89% of users get a low middle income shifted
towards purchasing a mobile phone in grey market may be to save money from their salary
and to have a mobile phone with lot of features and facilities.
By looking at the geographic status of the mobile phone users who shifted towards mobile
phones in grey markets, 77.7% of them representing the urban areas and the rest 22.3%
represent the rural areas. This trend is like the same as it refers to the first time users of
mobile phones. The reason for occurring this kind of a situation will be like urban areas

26

having the potential of promoting the mobile phones regarding the grey markets than rural
areas. People in rural areas may go for second hand conventional mobile phones for even for
cheaper price levels that the availability of mobile phones related to grey markets is too low
in rural environment.
Mentioning the mobile phones price ranges related to the mobile phone users who shifted to
the grey market in their subsequent purchase, 11.1% of the mobile phone users shifted
towards very cheap phones in the range of 2001 LKR to 3000 LKR. 22.2% of the mobile
phone users purchased a mobile phone in grey market in the price range of 3001 LKR to
4000 LKR. The rest 66.6% purchased mobile phones in grey markets in the price range of
4001 LKR to 5000 LKR. Not like in the situation of first time users, 66.6% of the shifted
users purchased mobile phones in the price range of 4001 LKR to 5000 LKR that their
income level is much better than the first time users.
Now it is the time for analyzing the factors affecting mobile phone users to shift towards
mobile phones in grey markets. This is the most vital part of the data analysis section of the
study. This analysis will help to answer the research question and to prove the hypothesis of
the research study. The below mentioned table will help to evaluate the number of weight
assign for the factors listed at the questionnaire and to analyze ho those factors affect mobile
phone users to shift towards mobile phones in grey markets.
Keys for mean weight: 1 Highly motivational factor, 2 Moderate motivational factor, 3
Less motivational factor.
Factor Total
weight
assigned
Mean of the
weight
assigned
Motivational level of the factor
on shifting towards grey
markets
Low Price Levels 10 10/9 = 1.11 Highly motivational factor on
shifting users towards grey market
Offered Features 15 15/9 = 1.60 Between high and moderate
motivational status
Appearance /
Attractiveness
21 21/9 = 2.3 Moderate motivational factor on
shifting users towards grey market
Promotional Activities 25 25/9 = 2.78 Less motivational factor

Table 4.26 Analysis on factor affecting mobile phone users to shift towards grey markets
Source: Table 4.22

27

According to the table the highly motivational factor for mobile phone users to shift to the
grey markets is the low price levels of mobile phones. This is a mentioned independent
variable related to the hypothesis of the research. The factor offered features got 1.6 in
mean value from the weight assigned as per the survey.
According to the defined keys of analyzing the table, the factor offered features is having a
strong motivational potential of motivating mobile phone users to shift towards purchasing
mobile phones in grey markets.
The factor Appearance / Attractiveness of the mobile phones in grey markets moderately
motivate mobile phone users to shift towards them. The factor got 2.3 in mean value from the
weight assigned as per the survey and as it close to the value 2 the factor moderately
motivate users on shifting grey markets.
The factor Promotional Activities is a less motivational factor for motivating mobile phone
users to shift towards grey markets as per the analysis from the table 4.22 that it got a mean
value of 2.78 which close to the value 3.

Data analysis on the mobile phone user awareness on TRCSL approval regarding the
quality and the safeguard relating to mobile phones
58.33% of persons related to the sample is not aware on the TRCSL approval regarding the
quality and the safeguard relating to mobile phones. The percentage of not having the
awareness of TRCSL approval on mobile phones is high in number and this is not a better
situation that mobile phone users have to follow the regulatory approval of the Sri Lankan
government on mobile phones for ensuring the quality and the health safeguard of those
products.
Data analysis on the issues occurs when increasing the number of mobile phones in Sri
Lanka
The question was properly answered by 71.67% of the sample. Among them 86.04% say that
the issue regarding occurring health problems is the major issue by increasing the number of
mobile phones in Sri Lanka. Only 16.27% stated that there is a high tendency to occur traffic
related to mobile network connections can be occurred. 30.23% stated that the increment of
the number of mobile phones in Sri Lanka leads and motivates to increase crimes in the

28

country. It is true to a great extent that with the spreading of the mobile phones over the
country, those who do criminals like robberies can communicate with each others to do their
unacceptable jobs. 25.58% says that the misuses of mobile phones can be occurred with the
increment of the number of mobile phones in Sri Lanka. This may include the early adoption
of children for mobile phones, using mobile phones for corrupted activities etc.

29

Chapter 05
Concussion
The research study was conducted to find out the factors affecting mobile phone users to
shift towards grey markets. That research area is researchable that there is a reasonable
research problem stating most number of mobile phone users in Sri Lanka recently shifted
towards purchasing mobile phones in grey markets than purchasing conventional mobile
phones available in Authorized distribution channels.
The research problem leaded the study to formulate the research question as what factors do
mobile phone users motivate to shift towards purchasing mobile phones in grey markets and
the study was conducted by developing a hypothesis on the research for testing research
problem and to find out reasons for occurring the research problem. In order to prove the
hypothesis, the study was conducted as a primary research after setting objectives of the
research.
By looking at the major findings of the research study, first it focused on the first time users
of mobile phones. 11.6% of the sample represents first time mobile phone users and they
all represent the age category of age 20 -24. Among the first time users, 42.85% of users are
using a mobile phone related to grey market and with the urban representation of 66.6%.
Among them 66.6% users are having a mobile phone priced between 2001 LKR 3000 LKR.
Majority of first time users (57.14%) motivated to buy a mobile phone in grey market as the
price levels of the markets are low. 42.85% of first time users say that they were highly
motivated by the features offered with the product. Every 7 out of ten first time users stated
that they were not motivated for purchasing mobile phones in grey markets by the
promotional activities.
88.33% of the sample represents mobile phone users who already had subsequent purchases
related to mobile phones. Within that number 16.98% shifted towards mobile phones in grey
markets in their last purchase. 77.7% of the mobile phone users who shifted towards mobile
phones in grey market related to the age category of 20 years 24 years and 22.3% of the
mobile phone users related to the age category of 25 years to 29 years. Among the users
shifted towards grey markets, 88.89% related to a middle level monthly income of 10000

30

LKR to 25000 LKR and that represents the users purchase mobile phones in grey markets
because they will be able to shoulder the price of them.
The highly motivational factor for mobile phone users to shift to the grey markets is the low
price levels of mobile phones as per the survey. The factor Offered features is having a
strong motivational potential of motivating mobile phone users to shift towards purchasing
mobile phones in grey markets. The factor Appearance / Attractiveness of the mobile
phones in grey markets moderately motivate mobile phone users to shift towards them while
there is a very low degree of motivation related to the promotional activities motivate users
on shifting towards grey markets. These findings helped the study to answer the research
question and to prove the hypothesis of the research study in a descriptive manner.
Beside those finding, the research study focused on getting data on the user awareness of the
quality and health safeguard on the mobile phones by checking the knowledge on TRCSL
approval and the result was 58.33% of the sample are not aware on the regulatory approval of
TRCSL. The survey finally checked the users knowledge on the issues occurs with the
increment of the number of mobile phones in the country. The questioned was answered by
71.67% from the sample and among them 86.04% emphasizes on health issues, 16.27%
discussed on connectivity barriers, 30.23% and 25.58% stated on increasing crimes and
misusing of connectivity space respectively.
The research study was a successful one with achieving its objectives by answering the
research question that led to solve the research problem.

References
Business Times, 2010. Lankan mobile phone vendors urge TRC to crack down on phone
mafia, [English] 13/11/2011. Available at
http://www.thesundayleader.lk/?s=13%2F11%2F2011&x=0&y=0 [Accessed 18/02/2012]
Cateora, P.R., Graham, J.L. and Salwan, P., 2011. International Marketing.13
th
edition. India:
McGraw Hill Inc
Central Bank of Sri Lanka, 2010. Annual Report 2010, Colombo: CBSL.
Czinkota, M.R., and Ronkainen, I., 2003. International marketing. 7
th
Edition. Stanford:
South Western College
Daily News. 2010. Tax reduction sees rise in mobile phone sales, [English] 19/07/2010.
Available at http://www.dailynews.lk/2010/07/19/bus02.asp [Accessed 18/02/2012]
de Burca, S., Fletcher, R. & Brown, L., 2004. International Marketing: An SME Perspective.
1st edition. Harlow: Pearson UK.
Investopedia. 2011. Grey Market. [Online] Available at < http://www.investopedia.com/>
[Accessed 08/12/2011]
LBR, 2012. Sri Lanka mobile internet usage poised for growth: Neilson, [English]
04/03/2011. Available at http://www.lbr.lk/fullstory.php?nid=201103041615077468
[Accessed 18/02/2012]
Nair, S., 2010. Market Research Sri Lanka and Africa. [Online] Available at <
http://www.slideshare.net/sudeepnair84/market-research-sri-lanka-and-africa-4922624>
[Accessed 10/11/2011]
Onkvisit, S., and Shaw, J.J., 1997, International Marketing: Analysis and Strategy. London:
Rutledge
Samil, A.C., and Hill, J.S., 1998. Marketing Globally Planning and Practices. Chicago:
NTC Business Books

Telecommunications Regulatory commission of Sri Lanka, 2011. Corporate web site
Statistics. [Online] Available at < http://www.trc.gov.lk/information/statistics.html >
[Accessed 10/11/2011]
The Sunday Leader, 2011. Interview with Nokia Emerging Asia Corporation, [English]
13/11/2011. Available at http://www.thesundayleader.lk/?s=13%2F11%2F2011&x=0&y=0
[Accessed 13/11/2011]

Bibliography
Baker, W., Hutchinson, J.W., Moore, D. and Nedungadi, P., 1986. Brand Familiarity and
Advertising: Effects on the Evoked set and Brand Preference. [Online] Available at :<
http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1 > [Accessed 12
th
Dec:
2011]
Baker, M.J., 2000. The Marketing Book. 4
th
edition. Delhi: Viva Books (Pvt) Ltd
Constantin, J.A., Evans, R.C. and Morris, M.L., 1976. Marketing Strategy and Management.
Michigan: Business Publications
Cravens, D.W., Hills, G.E. and Woodruf, R.B., 1987. Marketing Management. 2
nd
edition.
Irwin
Cravens, D.W., 1997. Strategic Marketing. 5
th
edition. Irwin
Cunningham, W.H., Cunningham, I.C.M. and Swift, C.M., 1987. Marketing, a Managerial
Approach. 2
nd
Edition. Stanford: South Western Division of Thomson Learning
Evans, J.R., and Berman, B. 1984. Essentials of Marketing. New York: Macmillan
Publication
Evans, J.R., and Berman, B., 1990. Marketing 4e. 4
th
edition. New York: Macmillan
Frain, J., 1992. Principals and Practice of Marketing. Allahabad: Wheeler Publishers.
Gwin, C.F., 2009. The Brand Preference to Search Relationship: an Empirical Investigation
[pdf] Available at: <http://www.swdsi.org/swdsi2009/Papers/9N02.pdf> [Accessed 13th Dec:
2011]
Heldman, K., 2003. Project Management Jump Start. Delhi: BPB Publications

Hindle, T., 2000. Guide to Management Ideas. London: Profile Books
Management Study Guide. 2011. Brand Preference. . [Online] Available at <
http://www.managementstudyguide.com/brand-image.htm> [Accessed 05/12/2011]
May, P., 2001. Mobile Commerce: Opportunities, Applications and Technologies of Wireless
Business. Cambridge: Cambridge University Press
McCarthy, E.J., 1982. Essentials of Marketing. Irwin
Myers, J.H., 1986, Marketing. New York: McGraw Hill
Riffai, R., 2010. Sri Lanka Nokia agents tackle Chinese competition, Lanka Business Online,
[online]. Available at: <http://www.lbo.lk/fullstory.php?nid=1855813359> [Accessed 09
Nov: 2011]
Schoell, W.F. and Ivy, T.T., 1982, Marketing: Contemporary Concepts and Practices,
Boston: Allyn and Bakers
Stantion, W.J., Etzel, M.J. and Walker, B.J., 1991.Fundimentals of Marketing. New York:
McGraw Hill
Sticky Marketing.net. 2011. Brand Loyalty. [Online] Available at < http://www.sticky-
marketing.net/glossary/brand_loyalty.htm> [Accessed 10/11/2011]
Sutherland, J. and Conwell, D., 2004.Key Concepts in Management. New York: Palgrave
Macmillan
Vaghefi, R., and Huellmantel, A.B., 1999. Strategic Management for the 21
st
Century. CRC
Press
Vaid, H., 2003. Branding: Brand Strategy, Design and Implementation of Corporate and
Product Identity. New York: Watson Guptill Publications.
Wikipedia. 2011. Grey Market. [Online] Available at <
http://en.wikipedia.org/wiki/Grey_market> [Accessed 08/12/2011]

Appendices
Appendix 01: Annotated Bibliography
Appendix 02: Questionnaire related to the Survey of the study
Appendix 03: Plagiarism Test Certificate
Appendix 04: Supervisors Comment Form

Appendix 01
Annotated Bibliography

Baker, W., Hutchinson, J.W., Moore, D. and Nedungadi, P., 1986. Brand Familiarity and
Advertising: Effects on the Evoked set and Brand Preference. [Online] Available at :<
http://www.acrwebsite.org/volumes/display.asp?id=6570&print=1 > [Accessed 12
th
Dec:
2011]
The journal relates on studying the link between brand familiarity of customers and the
advertising which leads for awaking the concept - brand preference. The journal broadly
delivers the sub concepts regarding brand preference such as Brand Recognition, Brand
Recall etc which are more useful for a person who is studying on brand preference.
The journal was useful to the researcher for getting the basic literature regarding branding
and brand preference concept that the journal comprehensively stated the basics and the
complex areas of brand preference in a descriptive manner. The Journal mentioned the
definition for brand preference related to Obermiller (1985) as A greater average of liking
for brands. Obermiller (1985) further stated that there is a positive relationship between
brand preference and the advertising and the researcher understood advertising as a motivator
for occurring brand preference in customers buying behavior.
The arguments mentioned in the journals are very correct that generally if a brand is having
lot of advertising on it, the preference of customers towards buying and use that particular
brand will occur as in a quick movement that there will be a familiarity towards that brand
because of the advertising process.

Baker, M.J., 2000. The Marketing Book. 4
th
edition. Delhi: Viva Books (Pvt) Ltd
The text The Marketing Book is a book which got a simple as well as reader friendly layout
that the book itself divided into sections that reflect the basic concepts of the subject
marketing in a very descriptive manner. The text is supported with many examples as well as
it highlighted the main concepts and key learning points of marketing in an attractive user
friendly manner.

The researcher found literature regarding branding and especially on brand preference
concept by referring the book. As per the arguments of the text, there are lots of brands which
got preferences on them by the customers and a preference of a customer on a particular
brand leads that brand for repetitive purchases. That literature was really helpful to the
researcher in order to understand the exact effect of having a brand preference on a brand that
the brand will lead for repetitive purchases in consumer buying behavior.


The Annual report of the Central Bank gives the information on every industry operates in Sri
Lanka with their status in the financial and economic point of view. The key economic and
social indicators listed under the annual report provide the current economic and social
position of the country with relevant facts and figures.
The research is regarding mobile phone (Handsets) industry in Sri Lanka and the annual
report of Central Bank of Sri Lanka visualize the information regarding telecommunication
such as Telephone density of the country in the year which the document published with a
comparison to last year, the mobile phone density and the cumulative number of mobile
phones in the country, Mobile phone subscriber rate and many more. The fully association of
government organizations for providing information to the annual report made the work easy
and the information mentioned at the report is accurate up to a high level as of this
association of external parties with the Central Bank. This document was really useful to get
the background idea on the research such as the growth rate of mobile phones in Sri Lanka.
Again the Annual Report was useful to the researcher for getting information on percentages
of imports commodities in terms of regional and countries that helped the researcher to
understand how Sri Lanka increase imports from china and Singapore in the last years where

there are lots of grey distribution channels operate. Researcher founded the documents
through NIBM Library.

Constantin, J.A., Evans, R.C. and Morris, M.L., 1976. Marketing Strategy and Management.
Michigan: Business Publications
The text is all about the strategic use of Marketing and it is well developed into sections that
give a reader a better understanding about the basic marketing concepts and their strategic use
for doing businesses in profits.
The researcher referred the branding section of the text which comprehensively described the
concept of branding with examples. The text argued that customer switch from one brand to
another brand that it happens when consumer is having dissatisfaction on that particular
brand.
The argument is correct that if a brand fails to give what the consumer needs, definitely there
will be a deviation of his or her purchasing decision from that brand to another one which
leads to occur brand preference on an another brand by ignoring the previously preferred one.

Cateora, P.R., Graham, J.L. and Salwan, P., 2011. International Marketing.13
th
edition. India:
McGraw Hill Inc
The book is on international marketing and it covers every related aspect of international
marketing with lot of real time real world examples.
Researcher used the text in order to study on the influences happened because of the grey
markets. The text itself mentioned on those issues as well as it mentioned its own definition
on Grey Market as A place where importers buy products from distributors in one country
and sell them in another to distributors who are not part of the manufacturers regular
distribution system. The text described the way of occurring grey markets and its flooding
pathway to the hands of customers with price differences. It mentioned the way of deviating
the flooding of commodities from the original distribution channels with the intervention of a
third party. The book keenly emphasized the issues regarding pricing goods internationally
because of grey markets.

Cravens, D.W., Hills, G.E. and Woodruf, R.B., 1987. Marketing Management. 2
nd
edition.
Irwin
The text is consisted with Marketing basics which aimed the beginner learners of marketing
that the book is stated all the basics of marketing with examples. The text written at the late
1980s and the text also mentioned the marketing concepts in 1980s and a reader can get an
understanding on how those concepts developed in relevant to time. All the authors of the
text are very popular for writing management related books and among them Cravens is the
most significant person that he wrote books such as strategic marketing which those texts are
really worth in knowledge point of view.
The researcher used the book as a reference to the basic literature on branding and especially
on the literature related to brand switching. The text defined the brand switching as switching
of customers from one brand to another over two purchase periods. The text mentioned that
customers are not depend and living on one brand if they are not getting what they expected
by using the brand and the result will be switching from the preferred brand to another alike
brand at the next period of purchasing.

Cravens, D.W., 1997. Strategic Marketing. 5
th
edition. Irwin
The book is an advanced text related to marketing in terms of its strategic point of view. The
text is really updated with the concepts regarding strategic marketing and the text used
examples as well as discussions related to the subject matters mentioned at the book. The
Author, David Cravens is a well known writer of marketing books and most of his books are
using as referencing text at many universities and colleges.
The researcher used the text to get the literature on Brand Image concept which is described
at the book in a very keen manner. As per the text a strong brand image gives a brand a better
position among the competitive brands while creating a strong competitive advantage. The
text argued that having a strong brand image will be motivated such brands for repetitive
purchases which is the base of brand preference. It also mentioned that the brand preference
of customers will change due to factors like price levels of competitive brands, nutritional
and environmental factors etc.

Cunningham, W.H., Cunningham, I.C.M. and Swift, C.M., 1987. Marketing, a Managerial
Approach. 2
nd
Edition. Stanford: South Western Division of Thomson Learning
This book is on the subject marketing and the way its applying to the managerial aspects of
the organizations such as decision making, Sales and Marketing Planning etc. The author,
William H. Cunningham is the professor of Marketing in University of Texas and he wrote
many books on marketing with all his experiences. Dr. Isabella Cunningham is another
author of the book and who is the wife of Professor William H. Cunningham. The other
Author Christopher Swift is a well known writer of marketing books in the United States.
The researcher used this book to get the basic literature on brand and branding concepts. The
text mentioned branding as the way of firm identifies itself to customers. The term or the
definition for branding is acceptable that it emphasizes how a firm reflects and be stand upon
others in order to visualize who they are in the industry. The book clearly mentioned the
objectives of branding a commodity which that cited by the researcher.

Czinkota, M.R., and Ronkainen, I., 2003. International marketing. 7
th
Edition. Stanford:
South Western College
The book is well developed into sections related to the concepts of international marketing
and it is a great referencing book that gives a hundred percent reader friendliness to the reader
and the examples in modern world as well as in past gives the idea that the book is up to date.
The authors Czinkota and Ronkainen are specialist in writing books related to international
marketing and management and they are capable for giving the knowledge for other on this
field.
The researcher used the book for getting the literature on the grey markets and it was
successful that the book provided a comprehensive meaning and definitions on that concept.
As per the text it defined a grey market as an authentic and legitimately manufactured
trademark items that are produced and purchased abroad but imported or diverted by passing
the designed channels. The text also defines a grey brand as products that enter markets in
ways not desired by the manufacturer.
The researcher agreed with the definition that grey market occurs when selling products from
the original manufacturer in a low price level but not in the original distribution channel. The

text defined that concept in a descriptive manner which was useful to the researcher to
strength the literature review of the research.

de Burca, S., Fletcher, R. & Brown, L., 2004. International Marketing: An SME Perspective.
1st edition. Harlow: Pearson UK.
The Text is written on International Marketing and it gives a range of comprehensive
literature and supported examples for readers who are interested in studying the field of
International Marketing.
By referring the text, the researcher got a clear understand on the distribution of goods in the
international marketing arena. The text clearly defined what distribution of goods is and how
it happens in international marketing arena. The text further mentioned the concept of Grey
Distribution in International markets and recognized it as a new trend in doing marketing
internationally by unauthorized parties who are not related to authorize distribution channels
of the original manufacturers. Totally the text was really helpful to the researcher on getting
literature related to Grey distribution in international marketing.

Evans, J.R., and Berman, B. 1984. Essentials of Marketing. New York: Macmillan
Publication
The book is written on the fundamentals of marketing including the practical applications of
those marketing concepts to the real business and marketing world. Both Barry Berman and
Joel Evans are popular writers in marketing and they wrote about 15 books together regarding
the marketing concepts and retailing management.
The researcher used this book to refer the basic literature on brand and branding concept.
Berman and Evans (1984) argued that Consumers Brand decisions Leads with their
Preference level on that Brand. In here the brands decision means the purchasing decision on
a particular brand. So the idea regarding brands decision in the text stated that a high or a
satisfactory level of brand preference leads consumers to take the purchasing decision on that
brand.

By using this text book, the researcher was able to do a valuable investigation on how brand
preference leads a customer for purchasing such a brand and the researcher understood that a
strong brand preference on a brand will motivate customer to occur repetitive purchases on
that brand which the idea mentioned at the text itself.

Evans, J.R., and Berman, B., 1990. Marketing 4e. 4
th
edition. New York: Macmillan
The book is on basic practical marketing which means it targets mostly the study on retailing
and whole selling in the marketing world. The text is descriptively mentioned on the grey
markets and their behavior on other authorized stakeholder communities. Telling on the
authors Evan and Berman are well known over years for writing marketing books together
and their books are really practical that real time real life examples can be seen within the
books.
The researcher gets the maximum usage out of this book by citing the ideas from the book on
grey markets. It described how grey markets occurs, how they exists within the world of
marketing and the factors that cause grey markets to occur and ensure the existence in terms
of getting both short term as well as short term returns.

Frain, J., 1992. Principals and Practice of Marketing. Allahabad: Wheeler Publishers.
John Frain, a popular marker as well as an author who had written many books regarding
Marketing and this text is really helpful for the beginners who like to study marketing as a
major subject in their educational and professional carrier. The book consisted with the basic
principals of marketing such as market and marketing principals, Product and service
concepts, Marketing mix and segmentation form basics and branding Etc.
The text is very useful for the research study in terms of collecting literature regarding
branding and the authors explanations related to the basics of branding did in a very clever
and a simple manner. By referring the text, researcher was able to find out the history of
branding and how it came to the real world of marketing. As per the text the history of
Branding was imposing a mark or a symbol by burning a flesh of an animal or a slave
belongs to a land lord. By doing alike, a person can get the ownership of that particular
animal or the slave while others can get recognize the identity of that particular objective on

that person. The text stated that in relevant to time the concept Branding stands for giving a
specific identity as well as an ownership for a product or service. By reading the text, a reader
can get a better understanding on the development of the marketing concepts on early 1990s.

Gwin, C.F., 2009. The Brand Preference to Search Relationship: an Empirical Investigation
[pdf] Available at: <http://www.swdsi.org/swdsi2009/Papers/9N02.pdf> [Accessed 13th Dec:
2011]
This is a research paper related to Brand Preference and the aim of this research was to find
out whether there is a relationship between brand preference and brand loyalty. The author,
Dr. Carol F. Gwin, a senior lecturer in marketing at the Pepperdine University, Los Angels
did a marvelous job regarding working on this research paper that it gives the way of doing a
comprehensive research by adhering to a structured manner.
The research paper provides many definitions and discussions related to brand preference and
brand loyalty such as Ben Akiva et al. (1999), Rundle-Thiele and Mackay (2001), Odin et
al. (2001), Allenby and Lenk (1995) and etc and the definition of it owns which are really
valuable for this study. The literature review of the research paper is comprehensive enough
to address the reader regarding the relationship between brand loyalty and brand preference
with the high support of various literatures from various authorities and sources. As examples
the research paper mentioned the definition of Ben Akiva et al. (1999) on Brand Preference
as A comparative Judgment between entities and then described the inside of that definition
by the researcher herself.
Totally the research paper of Dr. Gwin was referred by the researcher in order to assess the
link between brand loyalty and brand preference and also to understand the two concepts
separately. The research paper was capable enough to give what the researcher expected.

Heldman, K., 2003. Project Management Jump Start. Delhi: BPB Publications
The book is written on the basic or the fundamentals of Project Management and it is helpful
for the students who are studying project management as a subject and it is too helpful for
company executives whose area is tally with project management concepts. The author Kim
Heldman is a certified project management professional who wrote many popular texts on

Project Management and this book is reflecting his ability of spreading his knowledge all
around the world that requires the project management knowledge.
The researcher used this text to get an idea on the trend analysis and the book itself
mentioned a comprehensive definition regarding Trend Analysis as Analyzing project
results periodically to determine whether the project performance is improving or getting
worse. The definition itself describes trend analyzing involving analyzing set of results from
a period of time and to check whether there is a trend or not and if there is a trend check
whether it is a positive or increasing trend or a decreasing or a negative trend. The trend
analysis is a must to study in order to recognize the brand preference trend of mobile phone
users in Sri Lanka towards mobile phones in grey markets.

Hindle, T., 2000. Guide to Management Ideas. London: Profile Books
The Book, Guide to Management Ideas is a book which covers every aspect of Management
in fundamentals point of view. It describes the basic concepts of general management,
marketing, sales etc. The Author Tm Hindle is a well known writer and editor and he popular
in the business field with his editorial works in the Magazines The Banker and The
Economist. He used all his experiences towards writing the book.
The marketing section of the book mentioned some basics on branding as well which helped
the researcher to get some idea based on this authority regarding the branding concept. The
text itself mentioned a definition for branding as Imposing on goods and services for getting
a distinctive Identity. The definition introduced branding as a tool of making identity of a
commodity within other competitive commodities as per the text. Those definitions and ideas
helped the researcher to organize his literature review on the topic.

Investopedia. 2011. Grey Market. [Online] Available at < http://www.investopedia.com/>
[Accessed 08/12/2011]
Investopedia is a web based area for investing finance and education and there are lots of
materials available at the web site regarding many subject areas in management studies while
anyone can access the website without a single penny.

Researcher used the web site, Investopedia to get a definition regarding Grey Market and was
able to catch a definition for grey market mentioned as A place where a product is bought
and sold outside of the manufacturers authorized trading channel. The researcher is fully
agreed with what the definition says that more authoritative text books such as Cateora and
Graham (2008) etc defines grey market as alike. Researcher got knowledge on the legal as
well as ethical aspects of grey markets through the usage of Investopedia. According to the
site it stated that grey markets are totally legal and cannot be concerned as black markets but
in business etiquette point of view, it is an unacceptable practice which harms the original
manufacturer.

Management Study Guide. 2011. Brand Preference. . [Online] Available at <
http://www.managementstudyguide.com/brand-image.htm> [Accessed 05/12/2011]
Management Study Guide is a free site which is consisted with free tutorials on management
studies and it is really great to have such web based facilities that it is very easy to use and
more comfort on using it. The web layout is appropriate and descriptive for users to finds and
study what they wish and want.
The site was useful for the researcher to find out the importance of brand image concept and
brand image concept was described at the site as the current view of the customers about a
brand and it is acceptable that an image is a mental creation of humans on something
available in physical and brand image is the same. Argument on brand image regarding
mentioned in the site is relevant to the researchers facts finding mission on branding
concepts.

May, P., 2001. Mobile Commerce: Opportunities, Applications and Technologies of Wireless
Business. Cambridge: Cambridge University Press
The Author Paul May was successful with his effort of presenting the idea regarding Mobile
commerce and its usage of applying the concepts of mobile commerce to the practical
scenarios in the modern competitive business world. The book is written in an order which is
comprehensive towards giving a better understanding regarding the basics of Mobile
Commerce, The development of the concept of Mobile Phone, the practical applications of

mobile phones etc and by following the layout of the book, a reader will be able to get the in-
depth knowledge on the concept Mobile Commerce from initial or basics to major concepts.
The text Mobile Commerce: Opportunities, Applications and Technologies of Wireless
Business is relevant to the research in terms of its literature point of view that the research is
all about mobile phones, development of mobile phones and how the applications of mobile
phone technology drives people to use mobile phones. The text provides the basics of those
mentioned points regarding the research. The text mentioned the way of converting the world
towards a mobile world in a very short time with the rapid advancement of the mobile and
information technology and which those ideas helped the researcher to understand how the
world is running within a mobile based technology in terms of fulfilling the communication
and technology needs of the general world.

McCarthy, E.J., 1982. Essentials of Marketing. Irwin
The book is related to the basic theories of marketing and it mentions the way of applying
those theories in to practice. Book is perfect with the layout and the examples given in the
text is helpful to understand the concept in a clear manner. The author, Jerome McCarthy is
an active marketer in US and he got the capability of presenting his experiences and
knowledge through publishing this book.
The researcher used this book to find out some literature regarding branding concept.
Especially the definition for brand preference is very useful to the researcher in order to make
strong the literature review of the research. As it mentioned at the text Brand preference is
choosing a brand over another Brand Perhaps one of habit or past experience. Thats true
that preferencing is liking over another and that cause past experiences as well which are the
motivators for selecting one brand over another.

Myers, J.H., 1986, Marketing. New York: McGraw Hill
The text is on basic marketing concepts. The text is suitable for the readers who are at the
initial stage of their bachelors degree in marketing or general management. Telling regarding
the Author, James Mayors is a well known author regarding marketing books and he

contributes a lot to the marketing education by being in the field with his writing competence
in marketing area.
The researcher used and referred the book to get the literatures on brand preference and how
brand preference cause customers to get their purchasing decision on a particular brand or
brands. The text emphasizes that a brand preference of a customer is indicating through his or
her purchasing behavior. The text further stated that a strong brand preference leads
customers to proceed actual purchases on that brand. The argument of the text regarding link
between brand preference and the purchasing behavior of customer on a respectable brand or
brands is agreeable that customers always go for what they like.

Nair, S., 2010. Market Research Sri Lanka and Africa. [Online] Available at <
http://www.slideshare.net/sudeepnair84/market-research-sri-lanka-and-africa-4922624>
[Accessed 10/11/2011]
This is a slide show related to a research by an Indian Researcher; Sudeep Nair is based on
the Sri Lankan Mobile Industry and its newest trends regarding preferring mobile phones in
Grey Markets over conventional brands.
The research mentioned the basic facts of Sri Lankan mobile phone industry by listing the
leading brands that are playing in Sri Lankan mobile market. It also mentioned the tendency
of preferring mobile phones in grey markets by mobile phone users and also focused on the
influences on reducing the markets share of other conventional brands as the appearance of
the mobile phones in grey markets. This slide show document was very helpful for the
fulfillment of the secondary data needs of the research.

Onkvisit, S., and Shaw, J.J., 1997, International Marketing: Analysis and Strategy. London:
Rutledge
The text is on international marketing and it is mentioning every aspects regarding
international marketing such as International Political Environment, International legal
environment etc and their effects on international marketing, international trade policies etc.
Both writers, Onkvisit and Shaw are professors in Marketing and also they are expert in
International marketing with their experiences with international marketing arena.

The researcher used this text to study on grey markets and the grey distribution channels
which is a necessary thing to know within the research that he is doing. The text stated the
manner of creating a grey market within the markets as manufacturer ends up with an
unauthorized channel of distribution that performs activities similar to the planned channel.
That definition is comprehensive that a grey market starts in manufacturer but ends with no
intervention of the original distribution path and it is deviating the original distribution path
of the genuine manufacturer. The researcher cited the idea mentioned in the text saying that
the only reason for existing grey market is the significance price differences and that idea is
true for a great extend and there are some other reasons to exist grey markets but price
difference is the major reason and the text is correct to the best.

Riffai, R., 2010. Sri Lanka Nokia agents tackle Chinese competition, Lanka Business Online,
[online]. Available at: <http://www.lbo.lk/fullstory.php?nid=1855813359> [Accessed 09
Nov: 2011]
Lanka Business online is Sri Lankas Leading online magazine for businesses and it is being
Capturing the Sri Lankan online reading community over past two years and doing well by
providing business news related to many fields. In this article, it mentioned how the Chinese
grey phone industry invaded conventional mobile phone industry of Sri Lankan.
The researcher used this article for getting the approximate market share rate of conventional
brand and the grey mobile brands over past 3-4 years which are really helpful for the research
study in qualitative manner. The data are more authoritative that those data are sourced from
the softlogic Holdings Ltd, who are the Nokia agent for Sri Lanka. the article also mentioned
that mobile phone users prefer to buy Chinese originated mobile phones in grey markets for
many reasons and the main two reasons as per the article are significant price differences and
the feature relate attractiveness.
Totally the article was useful to the researcher in order to find the secondary data on market
shares of conventional brands and brands in grey markets and also to determine the facts that
motivate users to prefer mobile phones in grey markets over conventional brands.

Samil, A.C., and Hill, J.S., 1998. Marketing Globally Planning and Practices. Chicago:
NTC Business Books
The book is all about the way of doing marketing in global context. Marketing is not limited
for a destination but it is embracing the entire globe, as the book states. The book gives more
and more examples to prove those and a reader who is referring this book will be able to
catch all the important elements that are involving in the global marketing arena.
The researcher used this book to get the knowledge on grey markets and grey marketing. The
definition on grey market was helpful to the researcher in order to develop the literature
review with the concept Grey Market. As per the text Grey market is a place where there
can be seen an involuntary entry mode for product whose prices are very significantly from
one market to another. Researcher got the practical aspects and influences of grey markets
after studying the example regarding the grey market of world famous Watch Brand Seiko.
The text mentioned that high quality Seiko watches are selling at USA through better jewelry
shops and department stores with warranties. But in Kenya there are same products for very
low prices which those products reach the Kenyan market through an unauthorized
distribution channel.
Those kinds of real world examples mentioned in the text helped the researcher to understand
how grey markets invaded the world of marketing in the recent past.

Schoell, W.F. and Ivy, T.T., 1982, Marketing: Contemporary Concepts and Practices,
Boston: Allyn and Bakers
The text is in to detail on the concepts of marketing. Both Schoell and Ivy well known writers
for marketing related books and they had shown their high competency regarding their
knowledge on marketing by writing this text.
Researcher referred the text to get the literature on branding concept, especially on brand
preference. As per the text it defined Brand Preference as The status of accepted and
preferred over others in the same product category. The sole idea on brand preference is
with that definition liking a brand over another brand.

Stantion, W.J., Etzel, M.J. and Walker, B.J., 1991.Fundimentals of Marketing. New York:
McGraw Hill
This book was written in 1991 in the era where the marketing concepts had been developed
and applied rapidly to the practical scenarios. The book mentioned all the basic areas of
Marketing and especially targeted the study of consumer behavior, retailing and whole selling
and their practical values. Telling about the authors Bruce J. Walker, William J. Stantion and
Michael J. Etzel are professors in Marketing and well qualified researchers for doing many
market as well as marketing researches in recent past. They together wrote about 15 books in
the subject area of marketing.
The researcher used this text to cite a definition for brand and the text mentioned the
definition of American Marketing Association on Brand as Name, Term, Symbol and / or a
special design that is intended to identify the good or services of one seller or group of
sellers. The text was helping the researcher to find out a definition for Grey Marketing and
the text defined grey marketing as Products distributed by a hole selling middlemen do not
wind up where product- supplier intend. Product as sold trough distribution channels that are
not authorized by the manufacturer this practice. The text emphasizes the intervention of
unauthorized middle parties for original distribution channels are the base for occurring grey
marketing practices.

Sticky Marketing.net. 2011. Brand Loyalty. [Online] Available at < http://www.sticky-
marketing.net/glossary/brand_loyalty.htm> [Accessed 10/11/2011]
Sticky Marketing.net is a website which is maintaining with databases regarding the articles
on marketing concepts. It is very helpful for beginner researchers to find out the definitions
regarding marketing concepts. It clearly mentioned the marketing related concepts and their
definitions in a user friendly web layout.
The researcher used this web site for getting a definition related to brand loyalty and founded
a definition on the web site which described brand loyalty as Situation occurs When a
customer or group of customers switch their allegiance form one brand of a certain type of
product to another and this will happen with the failure of the brand of not providing what
customer exactly expected as further expressed in the web. This is the truth that if a brand

fails to deliver what customer expects, definitely the brand will fail and customer will shift
from that particular brand to another brand.

Sutherland, J. and Conwell, D., 2004.Key Concepts in Management. New York: Palgrave
Macmillan
The Book, Key Concepts in Management is a well developed book under the basic concepts
of management such as Marketing, General Management, Economics and etc. Telling about
the authors both Jonathan Sunderland and Diane Conwell, they were lecturers in marketing
in their early life and now they are professional authors for many business management and
management books.
The book was very useful for the research in order to get the literature regarding Branding
and its concepts such as brand image, brand loyalty etc. The researcher got the definition of
the text regarding Branding as The Creation of an association between a name of a product
and various values, image, awareness, recognition and the definition itself describes that
branding is all about linking the name of a brand with its core characteristics such as value,
image etc for getting a separate recognition over other similar brands in the market. The
researcher cited definitions regarding brand loyalty and brand differentiation by referring the
text and the valuable idea that the researcher got by citing these definitions is differentiation
of brands will help those respective brands to retain in the market and to grow the brand
loyalty with the advancement of the time retains in the market.

Telecommunications Regulatory commission of Sri Lanka, 2011. Corporate web site
Statistics. [Online] Available at < http://www.trc.gov.lk/information/statistics.html >
[Accessed 10/11/2011]
The corporate web site of Telecommunications Regulatory commission of Sri Lanka
provided researcher information about the mobile phone subscriber rate, statistics on the
number of mobile phones in Sri Lanka and the telephone density of Sri Lanka including
landlines, CDMA and Mobile handsets etc which are really valuable for doing the secondary
data collection on the research.

The graphs and tables at the statistic section of the web site mentioned the growth of mobile
phone usage in Sri Lanka over the past two decades and that data was really helpful for the
researcher for collecting secondary data related to the research.

The Sunday Leader, 2011. Interview with Nokia Emerging Asia Corporation, [English]
13/11/2011. Available at http://www.thesundayleader.lk/?s=13%2F11%2F2011&x=0&y=0
[Accessed 13/11/2011]
The Sunday leader is one of the most leading and popular news papers in Sri Lanka and also
available online. This document is mentioned some comments on the mobile phone industry
in Sri Lanka which the comments were abstracted from an interview with Nokia Emerging
Asia Corporation.
The abstract of the interview mentioned at the e-news paper is useful to the researcher that it
mentioned how the mobile phones in grey markets invaded the conventional mobile phone
market in Sri Lanka and it also stated some comments regarding why people attract on
mobile phones flooding under grey markets especially Chinese originated ones.

Vaghefi, R., and Huellmantel, A.B., 1999. Strategic Management for the 21
st
Century. CRC
Press
The text is stating the Concepts of Strategic Management with lot of illustrations and
descriptions for clarifying the concepts. The book is really useful for the decision makers of
organizations, thinkers and planners of real organizations, students who are doing business
management in strategic point of view and any person who are interested in studying the
subject.
From this reference, the researcher was able to get the fully idea regarding the trend analysis
chart that can be used to evaluate and identify a trend or set of trends occur in an industry and
also will be helped on developing strategies to face the challenges from those trends. The
research topic is all about studying the trend of preferring mobile phones in Grey Markets
and by using the chart it will easy to understand the trend and how it happened with the
factors that influenced for occurring it.

Vaid, H., 2003. Branding: Brand Strategy, Design and Implementation of Corporate and
Product Identity. New York: Watson Guptill Publications.
This book is an advanced book that provides a great space for a reader to become a true
learner on branding concepts. The book is suited for the students in Bachelors level and upper
whose interested field is branding that the book is having an in-depth analysis on branding
concepts. Telling about the author, Helen Vaid is an Independent Consultant in Marketing
and Management and with her experience in the field, she was able to wrap all her experience
in branding for publishing the this book as her first book.
The researcher used this authority to get the literature in branding concepts. In the text it
defined brand as distinct product, service or business and the text further emphasized that a
powerful brand can speak to customers directing to born brand preference and finally the
loyalty o that brand.
The text defined branding as Act of impressing a product, service or a business and that is
the way of making customers aware on a brand. The text argued that modern definitions for
branding were created at the 19
th
century with the Mass production with the industrial
revolution and the concept was developed under the rapid advancement of the
telecommunication technology. At another argument by the text, it stated that branding is not
only a physical and visual aspect, but it is creating a strong bond in the customer mindset.

Wikipedia. 2011. Grey Market. [Online] Available at <
http://en.wikipedia.org/wiki/Grey_market> [Accessed 08/12/2011]
Wikipedia is the site where there are thousands of articles written by anonymous writers for
free of charge. It is having both valid and invalid documents and the users have to be careful
in using such web sites like Wikipedia.
The researcher was able to find out a definition for grey market and it defined Grey Market as
The Trade of a commodity through distribution channel which while legal, are unofficial,
unauthorized or unintended by the original manufacturer.
The researcher agrees upon this definition that it give the basic idea of grey market in a
comprehensive manner.

Appendix 02: Questionnaire related to the Survey of the research study

I am an undergraduate student of the Bachelors of Science Degree Program (Batch - 14)
related to University College Dublin, Ireland with the local affiliation of National Institute of
Business Management, Colombo 07.
As per the requirement on completing my Bachelors degree, I am conducting a Research on
Factors Affecting Mobile Phone Users to Shift towards Grey Markets and I need your kind
help to collect data by filling the below mentioned Questionnaire.
Thank You,
Yours Faithfully,
K.T.Dinum Nisansala

Questionnaire
Question 01: - Please Tick your Age Category

20 Years to 24 Years

Question 02: - Please Tick

Question 03: - Please Select Your Occupational Type

Government Sector
Private Sector
Self Employment
Non Employed

Question 04: - Select Your Income Level

Less than 10,000/=
10,000 - 25,000
25,000 40,000
Over 40,000
Male Female

Question 05: - Select the category of the Geographical area where you are living

Urban Rural

Question 06: - Are you a first time user of a mobile phone?

Question 07: -If Yes, Please mention what is the category of your mobile phone which you
are using as a first time user

Brand Name
Country of Origin
Local Agent
No Brand Name
No Country of Origin
No Local Agent

Question 08: -If you are having purchased for the first time, what were the factors that
motivated you to prefer such a product?

Please assign 1 for highly motivating factor, 2 for moderate motivating factor and 3
for less motivating factor.

Low Price Levels
Offered Features
Attractiveness (Appearances)

Any Other Reason ..
Question 09: - Select the price range of the mobile phone which you are using
LKR
1000 LKR -2000 LKR
2001 LKR 3000 LKR
3001 LKR -4000 LKR
4001 LKR -5000 LKR
5001 LKR 8000 LKR
8001 LKR 11,000 LKR
11,001 LKR 14,000 LKR
14,001 LKR 17,000 LKR
17,001 LKR 20,000 LKR
20,001 LKR and Up

Yes No

Question 10: - If you are not a first time user, did you shift toward mobile phones in grey
market (No Brand Name, No country of origin, No local agent) at your last purchase?

Yes No

Question 11: - If yes, what are the factors that motivate you to prefer a mobile phone in the
grey market at your last purchase?

Please assign 1 for highly motivating factor, 2 for moderate motivating factor and 3
for less motivating factor.

Low Price Levels
Offered Features
Attractiveness

Any Other Reason

Question 12: - Select the price range of the mobile phone which you are using now after
replacing the last one
LKR
1000 LKR -2000 LKR
2001 LKR 3000 LKR
3001 LKR -4000 LKR
4001 LKR -5000 LKR
5001 LKR 8000 LKR
8001 LKR 11,000 LKR
11,001 LKR 14,000 LKR
14,001 LKR 17,000 LKR
17,001 LKR 20,000 LKR
20,001 LKR and Up

Question 13: - Are you aware of the need for the TRCSL Approval regarding the quality and
the health safeguards relating to Mobile phones?

Yes No

Question 14: - As you think, what are the issues occurs when increasing the number of
mobile phones in Sri Lanka?
..
..
..

Thank You very Much!
Appendix 03

Confirmation Certificate

Congratulations!

You have successfully completed the Library Plagiarism Quiz.

Student Name: K.T.D.Nisansala

Student Number: 10296085

Date: 28
th
January: 2012

THIS IS TO CERTIFY THAT (signature) HAS COMPLETED THE
PLAGIARISM QUIZ

Remember that the confirmation certificate is a statement by you that you
understand plagiarism and know how to avoid it. If you think that you do not
understand plagiarism and how to avoid it after working through this tutorial,
you should confer with your module coordinator, no matter what score you have
obtained on the test.

Please print out this page and attach a copy of the certificate to the final page in all assignments
you submit on each module as part of your programme
(It is your responsibility to print the certificate, complete the information, sign it, and keep a copy of it for
your records)
Appendix 04

Supervisors comment form

B.SC Research Full Document

Diunggah oleh

Informasi Dokumen

Deskripsi Asli:

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

B.SC Research Full Document

Diunggah oleh

Hak Cipta:

Format Tersedia

Course: Bachelor of Science (B.

Sc) in Business Management,

Anda mungkin juga menyukai