Essays on Google Pixel Phone Market Analysis Case Study

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The paper "Google Pixel Phone Market Analysis" is an outstanding example of a marketing case study.   This research will explore the target segment of the Google Pixel phone. Google Pixel is a new entrant in the smartphone market and offers unique features like high-quality camera and virtual reality. The phone being a new entrant in the highly competitive smartphone market, it is important to explore it is likely customers and its major selling features. The major selling points of the Google Pixel is its camera and gaming experience. Given these are the features which are very attractive to the young generation, it is expected the population that the company should target is the 18-34 age group.

However, the majority of people in this age (18-24) group are not working and hence they do not have a source of income. The table below shows the relationship between income and age groups. The table shows that the majority of people in the 18-24 age group earn less $20, 000 per annum. Google pixel requires a cash outlay of $1079, and this will be a huge financial strain to this age group.

Though the number of people who are between 45 and 64 is few, the majority earn more than $50, 000 and hence can afford to buy the phone. The correlation between age and income is significant at 5 percent. However, it is likely that the phones for the 18-24 age group are bought by the parent or the guardian. Table 1: Correlation between Age and Income. Age? * What is your income level per annum? Crosstabulation   income level per annum < 5,000 Total 5,000-10,000 Age Under 18 Count % within Age? % of Total 1 100.0% 1.3% 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 1 100.0% 1.3%   18 - 24 Count % within Age? % of Total 17 28.8% 22.7% 17 28.8% 22.7% 10 16.9% 13.3% 8 13.6% 10.7% 1 1.7% 1.3% 6 10.2% 8.0% 59 100.0% 78.7%   25 - 34 Count % within Age? % of Total 0 0.0% 0.0% 1 14.3% 1.3% 0 0.0% 0.0% 0 0.0% 0.0% 4 57.1% 5.3% 2 28.6% 2.7% 7 100.0% 9.3%   45 - 54 Count % within Age? % of Total 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 4 57.1% 5.3% 3 42.9% 4.0% 7 100.0% 9.3%   55 - 64 Count % within Age? % of Total 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 1 100.0% 1.3% 0 0.0% 0.0% 1 100.0% 1.3% Total Count % within Age? 18 24.0% 18 24.0% 10 13.3% 8 10.7% 10 13.3% 11 14.7% 75 100.0%   % of Total 24.0% 24.0% 13.3% 10.7% 13.3% 14.7% 100.0% Pearson Chi-Square 52.198 P-value. 000 The table below shows who buys the phone for the respondents.

58.7 percent of the respondent buys their own phone, 5.3 percent the phone is bought by the partner and for 36 percent the phone is bought by the parent or the guardian. Since the target age group is 18-24 years and as shown above they have very low income, it is important to check if there is an association between age and the person who buys the phone.   Table 2: Purchase decision Who purchases your mobile phone   Frequency Percent Valid Percent Cumulative Percent Valid Self Partner Parents/Guardians Total 44 4 27 75 55.0 5.0 33.8 93.8 58.7 5.3 36.0 100.0 58.7 64.0 100.0   Missing System 5 6.3     Total 80 100.0     Table 3: Age and Purchase decision Age?

* Who purchases your mobile phone? - Selected Choice Crosstabulation   Who purchases your mobile phone? Self Total Partner Age Under 18 Count % within Age? % of Total 0 0.0% 0.0% 0 0.0% 0.0% 1 100.0% 1.3% 1 100.0% 1.3%   18 - 24 Count % within Age? % of Total 32 54.2% 42.7% 1 1.7% 1.3% 26 44.1% 34.7% 59 100.0% 78.7%   25 - 34 Count % within Age? % of Total 6 85.7% 8.0% 1 14.3% 1.3% 0 0.0% 0.0% 7 100.0% 9.3%   45 - 54 Count % within Age? % of Total 5 71.4% 6.7% 2 28.6% 2.7% 0 0.0% 0.0% 7 100.0% 9.3%   55 - 64 Count % within Age? % of Total 1 100.0% 1.3% 0 0.0% 0.0% 0 0.0% 0.0% 1 100.0% 1.3% Total Count % within Age? 44 58.7% 4 5.3% 27 36.0% 75 100.0%   % of Total 58.7% 5.3% 36.0% 100.0% Pearson Chi-square 19.458 P-value 0.013. The Pearson chi-square is 19.458 with a p-value of 0.013.

Hence, the relationship between age and purchase decision is significant at 5 percent. The crosstabulation table shows that the majority of the 18-24, either buys their phones or the parent/guardians buys for them. Hence, the substantial number of young people in this age group can afford the Google pixel smartphone assuming that the parents/guardians are between 45 and 64 years old. Another factor that affects the purchase decision is the level of education. Most of the respondents have or are currently pursuing a university degree. As people advance in education, they need smartphones that can perform a different task.

This is high-end smartphones and thus, the level of education should positively related to the price of a smartphone. Figure 1: Level of education   The table below shows the relationship between age and level of education. Table 4: Age and the Highest level of Education   Highest level of education, or current education High school Total Tertiary Age? Under 18 Count % within Age? % of Total 1 100.0% 1.3% 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 1 100.0% 1.3%   18 - 24 Count % within Age? % of Total 9 15.3% 12.0% 48 81.4% 64.0% 1 1.7% 1.3% 1 1.7% 1.3% 59 100.0% 78.7%   25 - 34 Count % within Age? % of Total 1 14.3% 1.3% 4 57.1% 5.3% 0 0.0% 0.0% 2 28.6% 2.7% 7 100.0% 9.3%   45 - 54 Count % within Age? % of Total 0 0.0% 0.0% 6 85.7% 8.0% 0 0.0% 0.0% 1 14.3% 1.3% 7 100.0% 9.3%   55 - 64 Count % within Age? % of Total 1 100.0% 1.3% 0 0.0% 0.0% 0 0.0% 0.0% 0 0.0% 0.0% 1 100.0% 1.3% Total Count % within Age? 12 16.0% 58 77.3% 1 1.3% 4 5.3% 75 100.0%   % of Total 16.0% 77.3% 1.3% 5.3% 100.0% Pearson Chi-Square 22.058 P-value. 037 Most young people in the age group 18-34 have a degree or in university.

This increases the chances of this group purchasing a Google pixel. The respondents use their mobiles phone for several purposes. First, the majority of the respondent need phones for casual use, social media is second, camera, work and games follow each other. Out of the 80 respondents, 55 percent and 20 per cent use their phones for camera and games respectively. Camera and operating system are popular features among the respondents and these are major features in Google Pixel phone.

The table below shows the frequency distribution of the rating of the Google Pixel camera.

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