A

REASEARCH REPORT

STUDY OF CONSUMER BEHAVIOUR IN SELECTING

MOBILE PHONES

Submitted in partial fulfillment of MBA program

2017-2019

SUBMITTED TO: SUBMITTED BY:

Prof. Ajit Kumar Shukla Satya Prakash Mishra
(Director of IMS) MBA-IV Sem.
Roll no. 10018527053

UNDER THE GUIDANCE OF

Mr. VIVEK KUMAR SRIVASTAVA
Assistant Professor, IMS, MGKVP

INSTITUTE OF MANAGEMENT STUDIES

MAHATMA GANDHI KASHI VIDYAPITH
VARANASI (U.P)
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 Table of contents

S.NO. PARTICULARS
1. ACKNOWLEDGEMENT
2. PREFACE
3. DECLARATION
4. INTRODUCTION
5. LITARETURE REVIEW
5. OBJECTIVE
6. RESEARCH METHDOLOGY
7. LIMITATION
8. INTRODUCTION OF THE SMARTPHONE
OPERATING SYSTEMS
2010s TECHNICAL DEVELOPMENTS
MOBILE OPERATING SYSTYMS
IMPACT OF THE SMARTPHONE ON INDIAN MARKET

10. ANALYSIS AND INTERPRETATION

11. CONCLUISION AND RECOMMENDATIONS
12 LIMITATION
13. BIBLIOGRAPHY
14. ANNEXURE

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 ACKNOWLEDGEMENT

I Satya prakash Mishra, would firstly like to thank my faculty guide, Prof. Vivek
Kumar Srivastava(assistant professor, IMS MGKVP, VARANASI) for supervising
and guiding me during this research study, who was an ideal guide in true sense
The way he guided and helped me wherever possible and needed in areas such as,
the topic of the research, for suggesting alternative solutions and sharing his
personal valuable experience & knowledge with me.

This research program helped me to apply my theoretical knowledge in practical

field, hence enhance my knowledge and information about smartphone and its
market and consumer behavior before making purchase it.

Besides this, I would also like to give my sincere gratitude to all the friends and
colleagues who participated in the survey, without which this research would be
incomplete.

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 PREFACE

Without research, management education is meaningless. So long with the theory;

Study was provided to management students to apply their research skill and the
find the solution of given problem. Such part of management education provides a
Framework of knowledge relating to the concepts and practices of the assigned
Related to course of management

The research study is an integral part of the course curriculum of Master of

Business Administration. In this the student is in position to analyze the real
problem-solving situations with mature eyes and understand the dynamics in a
better manner.

This particular research has been conducted in Varanasi. In the first phase of
Research project, there is an introduction of the topic as well as initiation of the
study, which is given. After that a market research was performed with a sample
size of 150 units.

The research study was limited to Varanasi, Mirzapur and Bhadohi. Here, in my
survey, I have conducted the respondents through personal interviews and Google
forms with the help of questionnaires.

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 DECLARATION

I hereby declare that the research paper titled “study of consumer behavior in
selecting mobile phones” submitted by me is based on actual and original work
carried out be me. Any reference to work done by any other person or institution or
any material obtained from other sources have been duly cited and referenced.
I/We further certify that the research paper has not been published or submitted
publication anywhere else nor it will be send for publication in the future.

I cede the copyright of the research paper in favor of Management Wing, Director,
Institute of management studies, Mahatma Gandhi Kashi Vidyapith University,
Varanasi.

Satya Prakash Mishra

MBA 4th SEM
Roll no:-10018527053

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 CHAPTER I

INTRODUCTION OF THE SMARTPHONE

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 INTRODUCTION

Smartphone is a mobile phone built on mobile operating system with enhanced and more
advanced computing capability and connectivity than a normal mobile phone. The first
Smartphone combine the function of a personal digital assistant (PDA) with mobile phone. Later
model added the functionality of media players, digital cameras, video cameras & GPS
navigation system to form one multitasking device. Many modem Smartphone also inches high
resolution camera with touch screen pad and web browser that display standard web pages. For
high speed data accesses the Smartphone include Wi-Fi function and mobile broadband. In
recent years the rapid of development of mobile applications of mobile commerce has been
drivers of smart phone adaption.
The mobile operating system use by modem Smartphone includes Google's android, Apple's
IOS, Nokia Symbian Rim's Blackberry OS, Samsung BADA, Microsoft Windows phone, and
Hewlett-Packard's web OS. Such operating system can be installed on different mobile phones
and each device can receive multiple OS Software update over its lifetime. In this project we
discussed the importance of analyzing the consumer perception towards durable brand's with the
help of Smartphone. Local and foreign brand choice affected by various factors such as brand
era, country of origin, brand awareness, brand quality and so on... In this era of globalization
consumer have become much more aware and the perceptions regarding durable brands are
changing at a rapid pace. It has been seen that price & quality of the durable goods are
considered to be major factors of making their brand choice. Consumer prefer low brand product
because of beer price, similarly in case of Smartphone's the increasing demand of low brand
Smartphone’s are because of consumer's affordable prices in India, As Indian consumer is more
price sensitive. But a consumer who wants better quality and durability and for the status
enhancement reasons prefers foreign brands, key n case of Smartphone's the consumer who
wants better quality. Durability and consider status will prefer Apple Smartphone. Now in order
to understand consumer perception we need to understand culture, so that behavior of consumer
is well understood. The perception consumers have of a business and its product or services
whether it’s durable or non-durable, have an effect on purchasing behavior of the consumer that's
why companies spend bits of money in marketing themselves. They market them Visby
providing excellent customer services and other influential programs which can favorable
influence the perception of target consumer. With the help of careful planning and execution
companies can influence the perception and foster profitable consumer behavior. Consumers
continually synthesize all the information they have about a company to make a decision about
whether the company offers value for the money, in a sense consumer perception is an
approximation of reality.

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Forerunner
The first mobile phone to incorporate PDA features was an IBM prototype developed in 1992
and demonstrated that year at the COMDEX computer industry trade show. It included PDA
features and other visionary mobile applications such as MPs, stock reports and news. A refined
version was marketed to consumers in 1994 by BellSouth under the name Simon Personal
Communicator the Simon was the first commercially available device that could be properly
referred to as a “smartphone". Although it was not called that in 1994. In addition to placing and
receiving cellular calls Simon could send and receive faxes and emails and included an address
book. Calendar appointment scheduler, calculator. World time clock and notepad, utilizing is
touchscreen display. The term "smart phone" appeared in print as early as 1995. Describing
AT&T's Phone Writer Communicator

PDAs
In the mid-late 1990s, many mobile phone users carried a separate dedicated PDA device
running early versions of operating systems such as Palm OS, BlackBerry OS or Windows
CE/Pocket PC.I1 these operating systems would later evolve into mobile operating systems. In
March 1996, Hewlett-Packard released the Omni Go, a modified 200LX PDA that supported a
Nokia 2110-compatible phone with ROM-based software to support it. It had a 640x200
resolution VGA compatible 4-shade gray-scale LCD screen and could be used to place and
receive calls, and to create and receive text messages, emails and faxes. It was also 100% DOS
5.0 compatible, allowing it to run thousands of existing software titles, including clay versions of
Windows.

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Mass adoption
In 1999, the Japanese firm NTT DoCoMo released the first Smartphone’s to achieve mass
adoption within a country. These phones ran on i-mode, which provided data transmission
speeds up to 9.6 Kbit/s. Unlike future generations of wireless services, NTT DoCoMo's i-mode
used HTML a language which restricted some aspects of traditional HTML in favor of increasing
data speed for the devices. Limited functionality, small screens and limited bandwidth allowed
for phones to use the sower data speeds available. The rise of i-mode helped NTT DoCoMo
accumulate an estimated 40 million subscribers by the end of 2001. It was also ranked first in
market capitalization in Japan and second globally. This power would wane in the face of the
rise of 3G and new phones with advanced wireless network capabilities. Outside Japan
Smartphone’s were still rare until the introduction of the Danger Hip top in 2002, which saw
moderate success in the US as the T-Mobile Sidekick, Later, in the mid-2000s. Devices based on
Microsoft Windows Mobile started to gain popularity among business users in the U.S the
BlackBerry better gained mass adoption in the U.S., and American users popularized the term
"Crack Berry" in 2006 due to its addictive nature. The company first released its GSM
BlackBerry 6210. BlackBerry 6220 and BlackBerry 6230 devices in 2003

Operating systems
Symbian was the most popular smartphone OS in Europe during the middle to late 2000s
initially. Nokia's Symbian devices were focused on business, similar to Windows Mobile and
BlackBerry devices at the time. From 2006 onwards, Nokia started producing entertainment
focused Smartphone’s, populated by the N series In Asia, with the exception of Japan the trend
was similar to that of Europe (citation needed] in 2003, Motorola launched the first Smartphone
to use Linux, the A760 handset. While the initial release was limited to a single high-end handset
only available in the Asia-Pacific region, the maker's intention was to eventually use Linux on
Most of its handsets, including the lower-end models further models to use Linux such as the
Motorola Ming A1 2001 in 2005 and several successors to the Ming line would be unveiled
through 2010. In the 2009, Motorola released the Motorola Chy, the first of Motorola's
Smartphone’s to run the Linux-based Android operating system in early 2007, and Apple Inc.
introduced the I-Phone, one of the first smartphones to use a multi Touch interface. The IPhone
was notable for its use of a large touch screen for direct finger input as its main means of
interaction, instead of a stylus, keyboard, or keypad typical for smartphones at the time. In
October 2008, the first phone to use Android called the HTC Dream (also known As the T-
Mobile G1) was released. Android is an open source platform founded by Andy Rubin and mow
owned by Google. Although Android's adoption was rete la sow at first, it started to gain
widespread popularity in 2010, and in early 2012 dominate the smartphone Market share
worldwide, which continues to this day these new platforms led to the decline of earlier ones.
Microsoft, for instance, started a new OS From scratch called Windows Phone. Nokia abandoned
Symbian and partnered with Microsoft to use Windows Phone on its smartphones. Windows
Phone then became the third-most-popular OS. Palmis web OS was bought by Hewlett-Packard
and liter sold to LG Electronics for use on LG smart TVs. BlackBerry Limited, formerly known

9
as Research in Motion, ado made a new Platform based on QNX, BlackBerry 10. The capacitive
touch screen also changed Smartphone form factors. Before 2007.1 was common for devices to
have a physical numeric Keypad or physical QWERTY keyboard in either candybar or skiing
form factor. However, by2010, there were no top-selling smartphones with physical keypads.

2010s technological developments

In 2013, the Fairphone Company bunched its first "socially ethical" Smartphone at the London
design Festival to address concerns regarding the sourcing of materials in the manufacturing in
late 2013. SABHA commenced production of a smartphone designed entirely around security
encryption and identity protection. In December 2013, the world's first curved OLED technology
Smartphone’s were introduced to the retail market with the sale of the Samsung galaxy Round
and LG G Flex model. Samsung phones with more bends and folds in the screens were expected
in 2014. In 2013, water and dustproofing have made their way into mainstream high-end
Smartphone’s including Sony Xperia Z. Sony Xperia Z3 and Samsung Galaxy S5. Previously
this feature was confined to special ruggedized phones designed for outdoor use.

In early 2014, smartphones were beginning to use Quad HD (2K) 2560x1440 on 5.5" screens
with up to 534 PPI on devices such as the LG G3 which is a significant improvement over
Apple's Retina Display. Quad HD is used in advanced televisions and computer monitors but
with 110 ppi or less on such arguer displays in 2014, Wi-Fi networks were used a lot for
Smartphone’s. As Wi-Fi became more prevalent and easier to connect to it was predicted that
Wi-Fi phone services will start to take off. In 2014, LG introduced lasers on the LG G3 to help
Camera focus in 2014: some smartphones had such good digital cameras that they could be
categorized as high-end point-and-shoot cameras with keg sensors up to 1 with 20 megapixels
and 4K video. Some can store their pictures in proprietary raw image format, but the Android
(Operating system) 5.0 Lollipop series open source RAW images. By 2015. Smartphone’s were
increasingly integrated with everyday uses. For instance, credit cards, mobile payments. And
mobile banking was integrated into smartphone applications and Software as a Service (SaaS)

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platforms. Additionally, recent technological innovations are causing the role of traditional keys
to be fused into the smartphones because a smartphone can act as a digital key and access badge
for its users In October 2015. Microsoft announced Windows Continuum, a feature that allows
users to connect their devices to an external monitor on Microsoft Continuum Display Dock. HP
adds a layer to the Continuum with their HP Workplace which enables user to run a Win32 app
by a virtualized server. The first modular smartphone available to the public was the Fairphone
2, which was released in December 2015. Unlike most Smartphone’s, users can remove and
replace parts on these phone Future possible developments Foldable OLED smartphones have
been anticipated for years but have failed to materialize Because of the relatively high failure
rate when producing these screens. As well creating a Battery that can be filled is another hurdle.

Mobile Operating Systems

Android:
Android is a mobile operating system developed by Google Inc., and backed by an industry
consortium known as the Open Handset Alliance. It is an open source platform with Optional
proprietary components including a suite of flagship software for Google services, and the
application and comment storefront Google P. Android was officially introduced via the release
of its inaugural device, the HTC Dream (T-Mobile GI) on 20 October 2008. As an open source
product. Android lies also been the subject of third-party development groups have used the
Android source code to develop and distribute their own modified versions of the operating
system such as Cyanogen Mod, to add features to the OS and provide newer versions of Android
to devices that no longer receive official updates from their vendor.

11
 Forked versions of Android have also been adopted by other vendors such as Amazon.com.
Who used is "Fire OS" one range of tablets and the Fire Phone. As it is a non-proprietary
platform that has shipped on Devices covering a wide range of market segments Android has
seen significant adoption Gartner Research estimated that 325 million Android Smartphone’s
were sold during the Fourth quarter of 2015, leading al other platforms Samsung Electronics,
who produces android Devices, was also the top smartphone vendor across all platforms in the
same period of time.

IOS:
OS (formerly iPhone OS) is a proprietary mobile operating system developed by Apple Inc.
primarily for its iPhone product line. The iPhone was first unveiled in January 2007. The device
introduced numerous design concepts that have been adopted by modem Smartphone platforms,
such as the use of multi-touch gestures for navigation eschewing physical controls such as
physical keyboards in favor of those rendered by the operating system itself on is touch screen
(including the keyboard), and the use of skeuomorphism making features and Control within the
user interface resemble real world objects and concepts in order to improve their ability. In
2010Apple introduced the App Store, a centralized storefront for purchasing new software for
iPhone devices.

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Windows Phone:
Windows Phone is a series of proprietary smartphone operating systems developed by Microsoft
its original release, Windows Phone 7, was a revamped version of the previous, Windows CE
based Windows Mobile platform: however, it was incompatible with the legacy platform
Windows Phone's user interface was designed to contrast with its competitors. Utilizing a design
language codenamed "Metro" which de-emphasized iconography skeuomorphism in favor of
flat, text-based designs. The platform also featured concepts such as live tiles on its home screen
that can display dynamic command, and "Hubs which aggregate content from various sources
and services (such as a user's back contacts in combination with connected social Networking
services) into unified displays. Windows Phone also integrated with other Microsoft brands and
platforms, including Bing SkyDrive, and Xbox Microsoft Office Mobile apps were also
Bundled with the operating system

BlackBerry:
In 1999, RIM released its first BlackBerry devices, providing secure real-time push-Emil
communications on wireless devices. Services such as BlackBerry Messenger provide the
integration of all communications into a single inbox. In September 2012, RIM announced that
the 200 millionth Blackberry smartphone was shipped. As of September 2014, there were around
46 million active BlackBerry service subscribers. Most recently, RIM has undergone a platform
transition changing its name to BlackBerry and making new devices on a new platform named
"BlackBerry 10" and in November 2015 released an Android smartphone, the BlackBerry Priv.

Sailfish OS:
The Sailfish OS is based on the Linux kernel and Mer. Additionally Sailfish OS includes a
partially or completely proprietary multitasking user interface programmed by Jolla. This user
interface differentiates Jolla Smartphone’s from others. Sailfish OS is intended to be a system
made by many of the MeeGo team, which left Nokia to form Jolla, utilizing funding from
Nokia's "Bridge" program which helps establish and support start-up companies formed by ex
Nokia employees.

Tizen:
Tizen is a Linux-based operating system for devices, including smartphones, tablets. In vehicle
infotainment (IVI) devices, smart TVs, laptops and smart cameras. Tizen is a project within the
Linux Foundation and is governed by a Technical Steering Group (TSG) composed of Samsung
and Intel among others. In April 2014. Samsung release the Samsung Gear 2 and the gear 2 Neo,
running Tin the Samsung Z1 is the first smartphone produced by Samsung that runs Tizen Was
released in the Indian market on January 14, 2015.

Color OS
ColorOS is a custom front-end touch interface, based on the Android Open Source Project
(AOSP) and is developed by OPPO Electronics Corp. As of 2016, OPPO officially releases
ColorOS with every OPPO device, and released an official ROM for the OnePlus One.

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EMUI
Emotion User Interface (EMUI) is a front-end touch interface developed by Huawei technologies
Co. Ltd. and is based on Google's Android Open Source Project (AOSP). EMUI is preinstalled
on most Huawei and Honor devices. While it was based on open source Android operating
system, it consists of closed source and proprietary software.

Flyme OS
Flyme OS is an operating system developed by Meizu Technology Co., Ltd., an open source OS
based on Google Android Open Source Project (AOSP). Flyme OS is mainly installed on Meizu
Smartphone’s such as the MX's series; however, it also has official ROM support for a few
Android devices.

Funtouch OS
Funtouch OS is a fork of an Android developed by Vivo. Funtouch OS is difference than
traditional Android UI that the Funtouch OS includes some features unavailable in the former,
such as:- customizable gestures, communication drawer with bottom to top swipe, a security
center, lock screen resize, options for long screen shot, eye protection changing to a warmer
color temperature and others. Funtouch OS, in some respects, looks similar to iOS made by
Apple.

HTC Sense
HTC Sense is a software suite developed by HTC, used primarily on the company's Android
based devices. Serving as a successor to HTC's TouchFLO 3D software for Windows Mobile,
sense modifies many aspects of the Android user experience, incorporating added features (such
as an altered home screen and keyboard), widgets, HTC-developed applications, and redesigned
applications. The first device with Sense, the HTC Hero, was released in 2009.

Indus OS
Indus OS is a custom mobile operating system based on the Android Open Source Project
(AOSP). It is developed by the Indus OS team based in India. No longer valid as of 2018Indus
OS is available on Micromax, Intex, Karbonn, and other Indian smartphone brands.

LG UX
LG UX (formerly named Optimus UI) is a front-end touch interface developed by LG
Electronics with partners, featuring a full touch user interface. It is sometimes incorrectly
identified as an operating system. LG UX is used internally by LG for sophisticated feature
phones and tablet computers, and is not available for licensing by external parties.

14
LineageOS
Lineage Android Distribution is a custom mobile operating system based on the Android Open
source Project (AOSP). It serves as the successor to the highly popular custom ROM.
MiFavor
MiFavor was the custom Android UI that was developed by ZTE for their smartphone that is
running Android platform. Similar to most of the other Android UI, MiFavor replace most of the
stock apps with ZTE owns apps, however the all UX still closely similar to the stock Android.
MIUI
Mi User Interface (MIUI), developed by the Chinese electronic company Xiaomi Inc., is a
mobile operating system based on the Android Open Source Project (AOSP). MIUI is mostly
found in Xiaomi smartphones such as the Mi and Redmi Series; however, it also has official
ROM support for few Android devices. Although MIUI is based on AOSP, which is open source,
it consists of closed source and proprietary software of its own.
MIUI for POCO
MIUI for POCO is a custom mobile operating system that is based on MIUI, which itself was
based on Android "Open Source Project (AOSP)". Just like its predecessor, it also developed by
Xiaomi Inc. Unlike the original MIUI, MIUI for POCO was specifically customized for their
Poco series smartphone, including difference UI and more frequent update compare to the
original MIUI. Just like MIUI which is based on open source AOSP, MIUI for POCO also
consists of closed source and proprietary software of its own.
OxygenOS
OxygenOS is based on the open source Android Open Source Project (AOSP) and is developed
by OnePlus to replace Cyanogen OS on OnePlus devices such as the OnePlus One, and it is
preinstalled on the OnePlus 2, OnePlus X, OnePlus 3, OnePlus 3T, OnePlus 5, OnePlus
5T and OnePlus 6.[18] As stated by Oneplus, OxygenOS is focused on stabilizing and maintaining
of stock like those found on Nexus devices. It consists of mainly Google apps and minor UI
customization to maintain the sleekness of pure Android.
Pixel UI
Pixel UI is developed by Google that is based on open source Android. Unlike the Nexus phones,
where Google shipped with the "stock" Android, the UI that came with the first
generation Pixel phones were slightly modified as compared to the "stock" Android. As part of
the Google Pixel software, the Pixel UI and its home launcher are closed source and proprietary,
thus it is only available on the Pixel family devices. (However, third party mods allow non-Pixel
smartphones to install Pixel Launcher with Google Now feed integration)

15
Impact of Smartphones on consumer-

"A 10% increase in mobile and broadband penetration increases the per capita GDP by 0.81%
and 1.38% respectively in the developing countries. World Bank Smartphone has created new
dimensions for business in Indian market. It not only the Smartphone sellers enjoying the
business but it also created a new area for mobile application developing companies in India,
Internet services provider and other sectors of life to utilize the Smartphone to gain competitive
advantages There has been an extreme growth in broadband and internet service providers
business in past few years and one of the main reasons for this drastic increase in their business
is the ever increasing use of Smartphones and growth of Smartphone and mobile applications. In
a very small duration a huge number of Smartphone have been sold that provided an opportunity
to businesses to invest in mobile application development and allowed to introduce new business
dimensions in market space. As it is easy to change settings and make customizations on
Smartphone; therefore there are several programs for Smartphone’s from errant sellers enchasing
Blackberry, Android iPhone and Microsoft etc. Mobile application Market another business
sector introduced by Smartphones. Different mobile Operating system vendors have their own
mobile application technology hence having a different market for Mobile Applications.
Smartphones so impacted advertising business sector as well advertising is an old concept but the
features of Smartphone has made i more effective and no doubt it is an additional positive impact
of mobile application for business. Mobile application Publisher, distributor and service provider
are getting large revenue by providing ads as a part of Mobile application. There are some
negative impacts of smartphones. The major impact of Smartphone is on PC market according
survey by Compete, a web analytics firm, a large Number of people almost up to 65% is using
their smart phones to read news feeds, post status Updates read & reply to messages and post
photos. This shows that now people are leaving PCs and moving towards Smartphone. Studies
have investigated the demographic characteristics of Smartphone users which are Males 53%.
They are more likely to have a smartphone than females which are only 47% 13 (Inner. 2010) the
smartphone users tend to be younger than the general cell phone audience. Smartphone features
like, text to speech, GPS and social Websites are helping people to easily remain integrated with
society. Using these services and many more Features, People can easily communicate to their
needs, seek assistance from others and remain connected to society.

LITRATURE REVIEW

 Introduction
While the previous chapter provided an introduction to this study, this chapter presents
16
a review and synthesis of the researched literature. It begins by investigating the self-
Concept and stimulus-generalization theories used as the basis for the study. Furthermore, the
relationships between factors found to influence brand preferences are described and discussed,
and finally, the conceptual framework on which the study was based is presented and examined.

 Theoretical framework
A theoretical framework is a structure which describes the concept for the research
study, and also explains why the research problem under study exists (Swanson
2013). For this study, self-concept and stimulus-response learning theories
provided the underpinning framework for the research. These theories were selected
based on their relevance to the study.

 Self-concept theory
The self-concept theory is defined by Rosenberg (1979) as the entirety of an
individual’s thoughts and feelings having reference to themselves as objective beings,
And is associated with behavior and feelings. Other authors argue, however, that the
self-concept theories based on the perception and responses of other people, because
the appraisals that individuals obtain from others greatly influence their behavior
(Solomon 2013).
In addition, Pride and Ferrell (2010) state that the self-concept theory defines the
consumer within individuals, which can be a person with many images of themselves.
This plays a significant role in identifying how consumers behave, since the way in
which they perceive themselves influences the brands they prefer, since they wish their
choices to be reflected in the products they purchase.

 Stimulus-Response theory Stimulus-Response (S-R) is a classic psychological

conditioning model used to explain how individuals behave (Sahnay 2007). Consumers
react largely to external stimuli when faced with purchasing situations (Schiffman and
Kanuk 2010).

S-R, also known as Classical Conditioning, involves the study of the connections between
stimuli and the behavior with which consumers respond. According to the S-R theory, certain
stimuli trigger responses from consumers. In this case, stimuli such as brand popularity, prices,
social influences and marketing communications affect the mobile phone brands consumers
prefer. Stimuli are external objects, situations or cues that consumers perceive, whilst responses
are behaviors by consumers in reacting to these (Sahnay 2007). Stimuli such as advertisements,

17
brand prices, social influences and marketing communications influence these consumer
responses, which can lead to either negative or positive brand preferences evolving.

Similarly, Perreault et al. explain S-R theory as a learning process whereby stimuli encourage
actions. These consumer actions depend on the types of stimuli to which they are exposed.
Stimuli are cues which decide when, where and how individuals respond, and marketers
influence consumer brand preferences by providing such cues to motivate them. This theory
only focuses on external cues, however, and ignores internal cues which also influence mobile
phone brand preferences.

Stimuli here refer to brand attributes, such as popularity, price, marketing communications and
social influences that affect individuals in responding with specific behavior. When consumers
respond to stimuli, these therefore influence their behavior.

 Review of the mobile phone industry According to Henderson (2012:1), the mobile
phone industry is experiencing a rapid growth rate, with the introduction of many similar
and affordable phones. Furthermore, the global mobile phone industry is identified as
one experiencing the fastest growth, due to a number of elements, including the use of the
Internet and the introduction of new technologies. Since 1994, mobile phones have
become increasingly popular. This view is supported by the GSMA Mobile Economy
Report which states that the mobile phone industry had grown dramatically over the
previous decade. GSMA statistics revealed that by the end of 2013 mobile phone
subscribers had increased to 3.4 billion.

The development of mobile phones has led the market to a position where the basic need for
communication has now been extended to include many new perspectives. Many mobile phone
companies aim to be the best in their industry, but since they generally offer the same products or
services, this creates very intense competition between them. These companies seek ways to
attract consumers to their brands, and include amongst their incentives the offering of low prices,
more service features, better products, more giveaways, and so forth (Karjaluoto et al. 2005).

The South African mobile phone industry has undergone numerous changes, and has seen the
rapid adoption of the Global System for Mobile Communications (GSM), in the past few years.
There has also been an increase in new and cheaper mobile phones being introduced to the
market, which has intensified both competition and innovation in the industry (Euromonitor
International 2015). Moreover, due to the ease of communication and convenience provided by
mobile phones, they have now become a necessity. This fact has led to accelerated market
growth and heavier competition amongst mobile phone manufacturers and retailers. This growth
has seen an increase in competitive rivalry, and as a result of the many offerings of reasonably
priced mobile phones and similar devices, the industry has grown significantly within the last
three years (Khan and Rohi 2013).

18
According to the South African Mobile Phone Report (2014), Blackberry is the major brand used
by consumers in South Africa, followed by Nokia and Samsung. The use of the Apple brand is
low in South Africa, due largely to its expensive pricing structure. The report shows that, with a
high rate of technological adoption, consumers are constantly on the lookout for new mobile
phone brands. The report market share records show, however, that there has been a decrease in
market shares for Blackberry and Nokia, which sees Samsung assuming the position of market
leader in the years ahead.

 Branding and brand names defined Brand name are signs or symbols used to identify
products in one group from those in different groups. Brands create awareness and cause
consumers to remember products (Keller 2013). According to Keegan and Green (2011),
brands are packages for metaphors and experiences that consumers carry in their minds.
Kotler and Armstrong (2010) support the idea that brands are names or words used to
recognize products and differentiate them from those of competitors. Furthermore, Levy and
Weitz (2012) explain brands as being different names, such as logos, that distinguish the
products of one company from those of their competitors. Brand names not only identify
manufacturers of products, but also provide consumers with a focus for their preferences,
which gives them the assurance of certain levels of brand quality. Brands testify to those
truths regarding mobile phones that are considered important by consumers when making
brand preference decisions (Marumbwa 2013).

 Roles of brands Brands play important roles in assisting consumers to identify products.
Brand names make it easier for consumers to quickly identify the products they wish to
buy in the presence of numerous available in store products (Kotler and Keller 2012).
Brands act as references that are used for identification, and can also become considered
as guarantees of quality and consistency by consumers over time (Heding, Knudtzen and
Bjerre 2009:10). Similarly, Levy and Weitz (2012:140) agree that brand names play
important roles in providing quality assurance, since consumers associate brands with
product quality.

 Brand preference Brand preference is defined differently by many authors. According

to Keller (2013:4), and Chang and Ming (2009:1688), brand preference is discussed as a
factor in brand equity, whilst other authors use the term interchangeably with brand
loyalty. Brand preference is a measure of brand loyalty whereby consumers select one
brand over other competing brands, and only accept substitutes when those they want are
not available on the market (Business Dictionary 2015:1). According to Hult et al.
(2012:368), brand preference is a measure of brand loyalty where consumers choose to
buy one available brand over any others. If consumers develop brand preferences, these
become competitive advantages for brand marketers. A study by Khan and Rohi
(2013:371) investigating factors affecting brand choices for mobile phone purchases
amongst youth indicates that brand preference is the selective choice of consumers for
certain brands over others that are available

 The influence of product innovations on brand preference Product innovation features

are very important in the choice of mobile phone brands for students, because mobile
19
 phones are accepted as part of fashion by this group. For this reason, mobile phone
innovations are considered the most important factors influencing their brand preferences
(Mokhlis and Yaakop 2012). In addition, Karjaluoto et al. (2005) assert that innovative
services and features on mobile phone are the most crucial factors influencing the
purchasing choices consumers make in this regard. Innovations are the top factors
influencing mobile phone preferences amongst youth, since they wish to remain current
with the trends of society. Strong brands continually innovate, thus adding strength to
their names, and making them attractive to consumers. Innovations are now requirements
of the technological world, and consumers expect to experience new features in products,
which therefore affect their preferences (Jainarain 2012).
In addition, a study by Liu (2002) conducted in the Philippines showed that changes in mobile
phone brand preferences were caused more by the innovations provided by new technological
features, such as SMS options and memory capacity, than by size. This result may be due to the
fact that all competing brands have similarly sized phones.

 The influence of mobile phone reliability and durability on brand preference

According to Aidoo and Nyamedor (2008:33), the reliability of mobile phones brands
impacts significantly on the brands consumers prefer. Raj (2013:53) similarly asserts that
when consumers make brand choices, they focus mainly on the reliable service given,
and also the reputations for reliability of their manufacturers.
The behaviors of individuals. Reference groups affect consumers in three ways, which are:
informational, utilitarian and value expressive. Reference groups can be large, formal, well-
known organizations with frequent meetings, but can also be small, informal groups, for
example, where friends are staying together. In the mobile phone industry, marketers directly
influence these formal groups, because they are easy to identify and access (Mohan 2013).

McDaniel et al. (2012), moreover, describe reference groups as formal or informal groups that
influence the decisions and behaviors of consumers. Consumers usually prefer brands that
identify them with particular reference groups, and learn from the consumer choices of such
groups, which influences the brands they prefer. The influences of reference groups can be
either direct or indirect. Direct reference groups are face-to-face groups, which directly affect
the lives of people, and these can be either primary or secondary groups, where primary groups
consist of people who interact regularly in informal face-to-face ways, such as families and
friends, and secondary groups are those in which people communicate less frequently, and in
more formal ways.

According to Kotler and Keller (2009), reference group are those that have either direct or
indirect effects on consumer attitudes, behaviors or preferences. There are three types of
reference group influences, which are: informational, utilitarian and value-expressive influences.
Information influences occur where consumers seek information from professionals or others
with knowledge regarding brands, whilst utilitarian influences are where consumer decisions are
influenced by the preferences of people with whom individuals socialize, and finally, value
expressive influences, which are where consumers feel that purchasing or preferring particular
brands improves their self-images, and the respect they receive from others (Nagarkoti 2009).

20
  The impact of marketing communications on brand preference Marketing
communications are the ways in which marketers persuade, inform and remind
consumers about the brands they sell, and show how and why their products are used.
Marketing communications include advertising, sales promotions, personal selling, public
relations (PR), WOM and direct marketing (Kotler and Keller 2012). McDaniel et al.
(2012) additionally link marketing communications with the process of mass
communication, where marketers publicize their products and brands to consumers using
the various available media.

 The impact of advertising on brand preference Advertising is a form of impersonal

paid communication, and is one of the ways in which well-known companies inform
which are: informational, utilitarian and value-expressive.consumers about their products,
since it can be used to communicate such messages to large numbers of people
(McDaniel et al. 2012). Similarly, Perreault et al. (2010) agree that advertising is a paid,
no personal form of communication used to pass product information to consumers.
Advertising is included in media such as television, radio, newspapers, signs and
magazines. Pride and Ferrell (2010) add that advertising has a number of benefits and
reaches a large number of people, which makes it cost efficient.

Using similar arguments, Hult et al. (2012) state that advertising is paid impersonal
communication to consumers about brands or products using television, radio, the internet,
newspapers, magazines, direct mailings and signs. Advertising changes the habits and
preferences of consumers, and supports the efforts of any companies wishing to market their
brands, because it persuades consumers to buy these brands. There are many types of
advertising that companies can use to market their brands and influence consumer behavior.
Television advertising is the most influential type, because almost all people watch television,
which has the ability to communicate advertising messages through sights, sounds and motions
(Yusuf and Shafri 2013).

Advertising provides information regarding the perceived lifestyles, cultures and personalities of
consumers. This impacts on the choices consumers make, based on what advertising passes on
about these brands or products (Tsai, Liang and Liu 2007). Furthermore, Uddin et al. (2014) in
their study show that advertising affects the decisions that consumers make, and that the types of
advertisements carried by the various available media channels also influences consumers.

Advertising has the potential to influence consumer brand choices (Latif and Abideen 2011). In
addition, Akhtar et al. (2013) state that a major aim of advertising is to influence the behaviors of
consumers and this is achieved by strengthening their brand memories. Similarly, advertising
plays an important role in the formation of brand preferences, because nearly all people are
affected in some way by it. Advertising differs, however, with some forms being more attractive
and creative, and this adds positively to consumer brand preferences (Moorthy and Madevan
2014). Advertising shapes consumer brand preferences for mobile phones, and causes
individuals to choose certain brands over all others available on the market. It therefore provides

21
consumers with information that shapes their brand preferences (Negi and Pandey 2013).
Solanki (2015:20), in a study of brand preferences for mobile

 The impact of celebrity endorsement on brand preferences Celebrity endorsements

have become a very popular marketing tool used by companies to deliver their brand
messages. Companies use celebrities to communicate about their brands by making them
present their products to the public. Due to the popularity and other characteristics of
celebrities that consumers admire, they can influence the brand choices that consumers
make (Khan and Rohi 2013). Celebrities are used to endorse brands, and the use of
famous people and their personalities helps marketers create good brand images for their
products, to which celebrities also add a measure of glamour (Smita 2006).

It is vital for marketers to select the correct types of endorsers to match their brands. Endorsers
use their own popularity to create positive associations with brands in the minds of consumers.
If brands are recognized as linked with particular endorsers, consumers may assume that some of
the particular associations which characterize those celebrities may also be provided by these
brands (Chedi 2008).

As already discussed, celebrity endorsements affect the mobile phone brands that consumers
prefer. If celebrities exert negative influences on consumers, however, this can negatively
influence brand choices, because brands are then associated with these bad endorsements by
celebrities.

22
 OBJECTIVE

 To study consumer motivation for buying smart phone.

 To analyze the consumer preference for brands of smart phone.

 To identify the most effective medium for advertisement of smart phone.

 Analyze the purchase behavior of an Indian consumer buying a Smartphone.

 Consider various external and internal influences which determine the purchase process
of the Consumer.

 Study the perception of the consumer regarding various Smartphone brands.

 Study the entire chain of the consumer decision making process.

 Study the current market strategies of smartphone makers and Smartphone dealers.

 Propose suggestion in sync with the consumer buying behavior to the Smartphone makers
and Smartphone dealers.

23
 RESEARCH METHODOLOGY

It is the plan; structure of investigation conceived so as to obtain answer to research question is

the specification of methods and procedures for acquiring the information needed.

It is concerned with

 Overall operational pattern

 Framework of the project
 Stipulates what information is needed

The first step that undertakes in the report was the selection of research. The research design,
which was adopted for the study was descriptive in nature

The two types of research are as follows:

Exploratory research

It is to generate new ideas.

Descriptive research:
They are well structured. It can be complex, a high degree of scientific skill on the part of the
demanding a high degree of scientific skill on the part of the researcher. It can be taken in certain
circumstances. When the researcher is interested in knowing the characteristics of certain groups
such as, gender, profession a descriptive study may be necessary. In this I did descriptive
research also because I want to know the consumer perception and preferences towards
Smartphone.

24
 CHAPTER – II

ANALYSIS
AND
INTERPRETATION.

25
Data Analysis

This chapter is data analysis; in this chapter the data collected through questionnaires was
analyzed. As the primary research method was survey, Questionnaire was distributed among
people via email, Google forms, whatsapp and Facebook. SPSS was used to process the data
using various graph, chat and statistics to illustrate the finding. This chapter will first show the
sample and analyze the targeted sample. Then according to research objectives the finding was
discussed and analyzed

Demographics

 Gender
The total targeted sample consisted of 150 people in which 130 of them used smartphone. The
result shows that out of the 150 people 90 were male which is 60% of total targeted population
and 60 were female which 40% of total targeted population sample is. A gender pie chart can be
found in Appendix

FREQUENCY PERCENTAGE
MALE 90 60.0
FEMALE 60 40.0
TOTAL 150 100.0

GENDER

40%
MALE
FEMALE
60%

26
  Age

The total number of respondents was 150 and in that the highest majority of respondents were of
age 22-25 that are 55 respondents which was 36.7 % of total. The second highest and third
highest respondents were age 26-30 and 18-21. This can imply that other age groups were
underrepresented in the sample in relation to the Indian population as they make up a significant
percentage of the Indian.

FREQUENCY PERCENTAGE
18-21 40 26.6
22-25 55 36.7
26-30 30 20.0
31-40 15 10.0
41-50 7 4.7
50 and above 3 2.0
150 100.0

AGE

4.7 2
10
26.6 18-21
22-25
26-30
20 31-40
41-50
50-50+

36.7

27
  Occupation

According to the table the maximum numbers of respondents were students which were 78
which were 52.0 % of total sample. This was followed by employees working in private sector
which was 13.3% 11.4 % are self-employed and 10.0 % are employed by government. 7.3% and
4.0% are in education and management field respectively. 2.0% works in other various fields. An
occupation pie chat can be found in Appendix.

FREQUENCY PERCENTAGE
STUDENT 78 52.0
SELF-EMPLOYED 17 11.4
GOVERNMENT 15 10.0
EDUCATION 11 7.3
MANAGEMENT 6 4.0
EMPLOYEE 20 13.3
OTHERS 3 2.0
TOTAL 150 100.0

OCCUPATION

2
13.3
student
4 self-employed
government
7.3
education
52
management
10 employee
others
11.4

28
  Product was sponsored by:

the product is sponsored 56% by parents, 34% was self-sponsored and remaining 10% by any
other sources-

10%

parents
self
34%
56% other sources

ANALYSIS AND INTERPRETATION

To identify to what extent evaluation of outcomes and beliefs affect consumer's attitudes an
intention to purchase in the smartphone market in India.
A set of question was asked to the respondents to understand the consumer's attitude toward the
Smartphone in Indian market. These questions help in understanding consumer attitude toward
Smartphone, consumer perception toward their current Smartphone, consumer budget for
purchasing a new Smartphone, consumer's frequency of switching a Smartphone and consumer
preference of manufacturer as local or international. These questions identify consumer attitude
thus collecting data for the research objective.

29
  Do you own a smartphone?

6%

YES
NO

94%

This question was to identify that what percentage of people use smartphone. According to the
figure from the sample of 150 people 94% that is 141 people out of 150 use Smartphone and
only 9 that are 6.0% do not use smartphone. So it clarifies that the member of Smartphone users
has increased in India.

30
  Which one reason makes you purchase a smartphone?

26.30%
36.80% required for work
features
status
multi-tasking

5.30% 31.60%

According to above given data or pie chart it shows that the most prime reason to purchase a
Smartphone is for multi-tasking t is 36.8% which is 55 persons, 31.6 is for features which is 47
persons, 26.3 is required for work which is 39 persons and least is for status which is 5.3% this
concludes that most of people prefer using Smartphone for multi-tasking.

31
  How much are you willing to spend on a Smartphone?

5%
10%

35%
below 5000
5001-10000
10001-15000
15001-20000
above 20000
40%
10%

Figure shows that how much they are willing to pay for a Smartphone

This question was asked to identify as how much people are willing to pay to purchase a
Smartphone, this question also helps in understanding as which range of Smartphone high sales
have. According to the figure 10.0 % is willing to pay form Rs. 5001 Rs. 10000 and 40.0 % is
willing to pay from Rs. 10001- Rs. 15000, this range focus on mid-range Smartphone’s in the
Indian market. 10.0% are willing to pay Rs. 15001 to Rs. 20000 and 35.0% are willing to pay
Above Rs 20000 for a smartphone. Only 35%are willing to pay for high end Smartphone which
is in the range of Rs. 20000 above.

This result clarifies that maximum number of people purchase mid-range Smartphone and High
range Smartphone which cost between Rs. 10001 to Rs. 15000 and above Rs.20000 the sales of
mid-range and high range smartphone have high sales in Indian market.

32
  Which brand of smart phone you prefer the most?

BRAND

5%
MICROMAX
20%
SAMSUNG
20%
LENOVO(includes motorola)

XIAOMI
5%
VIVO
5%
10% HUAWEI

OPPO
10%
OTHERS

25%

Figure showing smartphone brands

This question helps to understand as which company is dominating the Indian smartphone
Market and what brand of smartphone consumers prefer as their smartphone.
According to the Figure in the survey out of 150 smartphone users 20% purchased Samsung
smartphone 25%PurchasedXaiomi smartphones. 10% purchased Vivo smartphones, 10%
purchased Lenovo, 5% purchased Huawei and 20% purchased other brands. The rest 20% are
those who use premium smartphone like apple, oneplus and some other brands.

The result clarifies that Xiaomi has highest number of Consumers in the market. Samsung being
Indian brand has 2nd highest number of users in Country According to this, it can be justified
that Xiaomi has the highest number of consumers in the Market and home gown brands like
Samsung is behind Xiaomi in consumer preference.

33
  Please tick as your preference for feature you were looking while buying a
smartphone? (1-Least Preferred & Most Preferred)

10

6 least preferred
somewhat preferred
5
neutral

4 preferred
most preferred
3

0
screen size processor security NFC RAM camera

This question was asked to identify the influence of preference for feature you were looking
while buying a smart phone, as is t an important factor in decision making process or not.
According to the figure: According to the screen size-least preferred are 2, somewhat preferred
are 5.neutral is. 7. Preferred 3, and most preferred are 3.According to the processor -east
preferred are 1 somewhat preferred are 4.neutral are 2, preferred 9, and most preferred are
3.According to the security least preferred are 1, somewhat preferred are 6, neutral are
3.preferred are 5, and most preferred is 3.According to the NFC-least preferred are 6, somewhat
preferred are 4, neutral are 9. Preferred are 0.and most preferred are 0.According to the ram least
preferred are 2, somewhat Preferred are 7, neutral are 0, preferred 3, and most preferred are
8.According to the camera least Preferred are 2, somewhat preferred are 4, neutral are 1.preferred
7, and most preferred are 5. From the above study consumer prefers most is the Ram Processor,
second preference is Security or Camera and Screen size and NFC is neutral.

34
  Where did you look for the information before purchasing a smartphone?

Advertising media
0%

15% in store promo display

internet
10% retailer/reviews/technology
websites
television/newspaper

75% other

Figure showing Smartphone brands

This question helps to understand as where you looked for the information before purchasing a
Smart phone.

According to the figure in the survey out of 150 Smartphone users 75% purchased Smartphone
by viewing the internet retailer, reviews and the technology websites 15 % Purchased
Smartphone’s by looking in other information 10% purchased Smartphone’s by looking or
seeing the television and newspaper and no rating for store promo display which means that the
consumers are no more interested in looking for in store promo display because there are much
other information easily available to them.

The result clarifies that internet retailer, reviews and technology websites has highest number of
Consumers in Indian market.

35
  Which method of buying will you use for future purchase?

same brand will be maintained intact switch over to other brand

40%

60%

Figure showing method of buying will you use for future purchase

This question was asked to identify as how much people are choose which method of buying will
you use for future purchase from the above figure 60% of persons chooses to switch over to
other brand which means that the consumers will not buy those brand of Smartphone which they
have used. And 40% of persons are willing to buy the same brand will be maintained intact.

36
  If in case you will buy a smart phone in future you will go for which brand?

BRAND

15%

25%

5% APPLE
SAMSUNG
LENOVO
XIAOMI
ONEPLUS
HUAWEI
25% 15% ANY OTHER

5%
10%

Figure showing different type of smartphone brands

This question helps to understand as which company is dominating the Indian Smartphone
market and if in case you will buy a smart phone in future you will go for which brand.
According to the figure in the survey out of 150 smartphone users 15 % purchased Samsung
Smartphone. 10% purchased Xiaomi smartphones, 25% purchased Apple Smartphone’s, 5%
purchased Lenovo, 25% purchased Oneplus one and 10% purchased other brands which be oppo,
vivo, asus or any other brand. The rest 5% are those who do not use smartphone and did not
replied.

The result clarifies that Apple and oneplus may have highest Number of consumers in the
market in future. Samsung will have 2nd highest number of users in country according to this, it
can be justified that Apple and oneplus has the highest number of consumers in the Market who
will buy a smart phone in future and home grown brands like Samsung is behind Apple in
consumer preference.

37
  Which type of advertising do you feel is most effective for smartphone?

Media
0%
5%

25%
television
newspaper
magzine
internet websites
10% metro trains
55%
hoardings
5%

This question helps to understand as which type of advertising you feel is most effective for
Smartphone.

According to the figure in the survey out of 150 Smartphone users 55% purchased Smartphone
by viewing the internet websites, 25% purchased Smartphone’s by looking in Television 10%
purchased Smartphone’s by looking or seeing the newspaper, 5% rating for store Hoardings and
magazine and there is no rating for metro trains which means that the consumers are not
interested in looking for in metro trains display because there are many other information easily
available to them.

The result clarifies that internet websites has highest number of consumers in Indian market who
look in to internet websites before purchasing the Smartphone.

38
  Influence of brand ambassador

64%

Yes
No

36%

 Online research before purchasing

38%
Yes
No
62%

Both the above pie chart stats that the 36% respondents were influenced by the brand
ambassador in their purchase decision and 64% not, while 38% buyers made online comparison
among different brand while the rest 62% did perform such level of interest.

39
  How often you change your mobile phone model?

Frequency

10%

less than 1 year

45%
1 year-2 year

more than 2 year

45%

From the above study it will shows that how often you change your mobile phone model.
According the rating 45% of persons will change the mobile phone model more than 2 years,
45% of people are also who change the mobile phone model from 1 year to 2 year and rest 10%
of people are those who change the mobile phone model less than 1 year.

This result clarifies that there are highest number of people who choose to change the mobile
Phone model less than 1 year or more than 2 year.

40
  Prime reason to change your current mobile phone? (You can
Tick more than one option)

Reason

broken or stolen
lack of function
out of fashion
obsolete model
no reason

According to the given information above it shows that, what is the prime reason to change your
current mobile phone? From the above study or responses 30% of people change their current
Mobile phone due to lack of function, 25% of people due to obsolete model 20% were due to
broken or stolen 15% were due to no reason and rest of 10 % of people were change their current
mobile phone due to out of fashion From the above it can be concluded that most of the people
are those who change their current mobile phone due to lack of function in the Smartphone 30%
which is 45.

41
  How important do you think are each of the following factors
When you personally choose mobile phone?

16

14

12

10

8
very importent

6 somewhat imortent
neutral
4 not very imortent
not at all important
2

According to above first bar graph it shows that the majority thinks price is very important factor
when personally choose mobile phone. From second bar graph it concludes that the brand image
is somewhat important. From third bar graph it concludes that the function is very important.
From fourth bar graph to conclude that the advertisement is also somewhat important. From fifth
bar graph it concludes that the quality is also very important. From sixth bar graph conclude that
the after sale service is also very important. From seventh bar graph it conclude that the
recommendation by friends both somewhat important and neutral. From eighth bar graph it
concludes that the appearance is also very important.

42
  A stylish design of smart phone can attract me.

5%
5% 15%

15% strongly agree

agree
neutral
disagree
strongly disagree

60%

This question helps to understand as stylish design of smart phone can attract me according from
the above study 60% of people are there who agree that a stylish design of Smartphone can
attract me, 15% of people strongly agree that a stylish design of Smartphone can attract me, 15%
of people are also there who thinks that a stylish design of Smartphone can Attract them neutral
and rest other 5% of people both strongly disagree and disagree. From the above it can be
concluded that highest people who agree that a stylish design of Smartphone can attract me are
90 people.

43
  Purchasing of smart phone is beneficial for my daily life.

Benificial?
0% 0%

15%

strongly disagree
disagree
50% neutral
agree
35% strongly agree

According to the above pie chart it shows that the how purchasing of smart phone is beneficial
for their daily life 50% of people strongly agree to this statement, 35% of people only agree and
rest 15% of people is neutral.

We conclude that 50% which is 75 people strongly agree to purchasing of smart phone is
beneficial for their daily life.

44
  The emergence of smart phones has changed the way we communicate with one
another.

Sales
3% 2%

15%
strongly agree
agree
neutral
55% disagree
25% strongly disagree

Smartphones have a major impact on our social e. Who would have imagined that a family
within the same house would communicate by sending messages on their mobile devices instead
of taking face to face? It doesn't sound so bad, however, if you look at it from the point of view
that this also allows that family to be connected in real time, all the time, even when not at the
same location. According the given data its state that 55% of people strongly agree to the
emergence of smart phones has changed the way we communicate with one another, 25%% of
people state that agree to this, there are 15% of people who give neutral to this statement and rest
of 5% which is 7.

45
  This section is seeking your opinion regarding Relative Advantage of
Smart phone. For each statement, please indicate to which extent you
Feel it is agreeable or disagreeable.

12

10

6 strongly agree
agree
neutral
4
disagree
strongly disagree
2

0
Smart phone are one Smart phone are more Smart phone bigger
convenient fashionable screen and full
Reliable and useful than Stylish and trendy Keyboard makes different
normal functions
Mobile phones Easier to use

According to above first bar graph can be concluded that majority strongly agree that
Smartphone are more convenient, reliable and useful than normal mobile phones. From second
bar graph t can be concluded that majority agree that Smartphone are more fashionable, stylish
and trendy from third bar graph t can be concluded that majority strongly agree that Smartphone
bigger screen and full keyboard make different functions easier to use.

46
 CHAPTER III
COCLUSION AND RECOMMENDATION

47
 CONCLUSION

In this modern era, a Smartphone is just not only the want but also a need if you know how to
make proper use of it. All the maximum respondents mentioned Smartphone as their need.
Obviously Smartphone have changed the ways that we used to live, communicate and connect
with people all over the world. With it. You can surf internet with just a touch in a Smartphone.
Whether to read the breaking news, or compare the prices or features of a product while
shopping booking the travel tickets, connecting to social network or keep track of your parcel
delivered wherever you are and so on. Smartphone features like, text to speech GPS and social
integrations some examples which can help group of people to easily remain integrated with
society

Al the respondents agreed that Smartphone s really essential to make their daily life easier indeed
Smartphone have made people smarter by organizing their lives with a single device and
providing access to the world wide information at the fingertips. It doesn't only organize daily
life by putting calendars, to do list and shopping list at one place but also helps people connected
from all over the world by integrating contacts, ems, social networking messaging and even
Video chats. It has made lives easier for everyone. One can use it for education purpose, job
related tasks, information search or entertainment purposes. That is the main reason that
everyone carries a Smartphone nowadays.

48
 RECOMMENDATIONS

 The mobile company needs to improve its variety of products by making more premium
products.

 The mobile company needs to check the quality of services provided in order to increase
loyalty.

 The mobile company needs to improve its overall shopping experience and usage in order
to maximize customer satisfaction.

 The mobile company needs to check the competitors’ products too.

 The mobile company needs to devise new marketing strategies in order to remain leader
of the market.

49
 LIMITATION

1: Some of the people were not responsive.

3: Sample size is less to represent the whole population.

4: The time period of research was short.

5: Respondents behavior may be casual.

6: Financial resources are not available.

50
 BIBLIOGRAPHY

1) www.wikipedia.org

2) http://www.slideshare.net/blogzilla/software-legal-issues-presentation

3)http://www8.hp.com/uslen/hp-information/ index.html

4) www.google.com

5) http://www3.cfo.com/article/2012/5/tech_small business-red we technology_costs

6) https://docs.google.com/forms/d/1bCebCj0CKh-
CztV2WukYfejht8PAB2LCR831zvXQVedit#responses

7) https://www.scribd.com/doc/37762753/Project-report

8) http://my3q.com/research/ke 1724/83643.phtml

9)https://en.wikipedia.org/wiki/Mobile_operating_system

10)https://www.counterpointresearch.com/india-smartphone-share/

51
 ANNEXURE

Questionnaire

Consumer perception towards Smartphone

Name

Mobile
__________________________________________________________________

Q1. Demographics:-

 Gender : __________________
 Age : __________________
 Education level : __________________

Q2. Do you own a smart phone?

) YES
2) NO

Q3. What one reason makes you purchase a smart phone?

1) Required for work

2) Features
3) Status
4) Multi-Tasking

Q4. How much are you willing to spend on a mobile phone?

1) Below 5000
2) 2500110000
3) 31000115000
4) 41500120000
5) Above 20000
52
Q5. Which brand of smart phone you prefer the most?

1) Apple
2) Samsung
3) Lenovo
4) Xiaomi
5) Vivo
6) Huawei
7) Oppo
8) Other

Q6. Please tick as your preference for feature you were looking while buying a
smart phone?

Least Somewhat neutral Preferred Most

preferred preferred preferred
Feature
Screen-size
Processor
Security
NFC
RAM
Camera

Q7. Where did you look for the information before purchasing a smart phone?

1) In store prom display

2) Internet retailer reviews / technology websites
3) Television newspaper
4) Word of mouth
5) Other

53
Q8. Tick the appropriate option:

(A) Which method of buying will you use for future purchase?

1) Same brand will be maintained intact

2) Switch over to other brand

(B) If in case you will buy a smart phone in future you will go for which brand?

1) Apple
2) Samsung
3) Lenovo
4) Xiaomi
5) Oneplus
6) Asus
8) Any other

Q9. Which type of advertising do you feel is most effective for smart phone?

1) Television
2) Newspaper
3) Magazine
4) Internet Websites
5) Metro Trains
6) Hoardings

Q10.How often you change your mobile phone model?

1) Less than lyr.

2) 1Yr- 2Yr
3) More than 2 Yrs.

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Q11. Prime reason to change your current mobile phone? (You can take more than
one option)

1) Broken or Stolen
2 Lack of function
3) Out of fashion
4) Obsolete Model
5) No reason

Q12. How important do you think are each of the following factors when you
personally choose?
Mobile phone?
Very Somewhat Neutral Not very Not at all
important important important important
Price
Brand image
Function
Advertisement
Quality
After sale
services
Recommendation
by friends
Appearance
Specifications

Q13. A stylish design of smart phone can attract me

1) Strongly Disagree
2) Disagree
3) Neutral
4) Agree
5) Strongly Agree

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Q14. The emergence of smart phones has changed the way we communicate with
one another.

A) Strongly Agree
B) Agree
C) Neutral
D) Disagree
E) Strongly Disagree

Q15. Purchasing of smart phone is beneficial for my daily life.

A) Strongly Disagree
B) Disagree
C) Neutral
D) Agree
E) Strongly Agree

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