MBA Marketing,Er. Girish Thakur Resume Final.

8/22/2019 MBA Marketing,Er. Girish Thakur Resume Final.

1/35

1

CHAPTER- 1

INTRODUCTION

The world is shifting towards smart devices. The epicentre of communication and

business is gradually shifting from the PCs & Notebooks to wireless devices like

Smartphones, Tablets and Cell phones. Consumer behaviour towards wireless devices is

changing as technology changes like in the case of mobile phones which are being replaced

by smart phones. Most of the mobile phones nowadays are addressed as smartphone, as

they offer more advanced computing power and connectivity than an ordinary contemporary

mobile phone. Smartphone is a handheld computer, as it is powerful enough to deliver

various functionalities comparable to a computer. Along with the smartphone fundamental

capabilities to make voice call, video call, SMS, and MMS, smartphones have been

repositioned as a new information medium. In general, a smartphone is based on an

operating system that allows it to run applications. Apple's iPhone runs the iOS, and

BlackBerry smartphones run the BlackBerry OS. Other devices run Google's Android OS and

Microsoft's Windows . While almost all cell phones include some sort of software (even the

most basic models these days include an address book or some sort of contact manager, for

example), a smartphone will have the ability to do more due to presence of applications.

Smartphone may allow creation and editing of Microsoft Office documents--or at least view

the files. It may allow to download applications such as personal and business finance

managers, handy personal assistants, edit photos, get driving directions via GPS, and create a

playlist of digital tunes. Smartphones can access the Web at higher speeds, because the

growth of 4G and 3G data networks, as well as the addition of Wi-Fi support to many

handsets. Still, while not all smartphones offer high-speed Web access, they all offer some

sort of access. Smartphone mostly include a Qwerty keyboard, this means that the keys are

laid out in the same manner that would be on computer keyboard--not in alphabetical order

on top of a numeric keypad, where to tap the number 1 to enter an A, B, or C. The keyboard

can be hardware (physical keys) or software (on a touch screen, like on the iPhone). All cell

phones can send and receive text messages, but what sets a smartphone apart is its handling

of e-mail. A smartphone can synchronize with personal and, most likely, professional e-mail

account. Some smartphones can support multiple e-mail accounts. Others include access to

the popular instant messaging services, like AOL's AIM and Yahoo! Messenger.
http://cellphones.about.com/od/softwarereviews/a/iphone-os-4-update.htmhttp://smartphones.about.com/b/2008/09/02/blackberry-os-45-coming-soon.htmhttp://cellphones.about.com/od/softwarereviews/fr/google-android-os-review.htmhttp://smartphones.about.com/od/tipstricks/ss/izoho_how_to.htmhttp://smartphones.about.com/od/tipstricks/ss/izoho_how_to.htmhttp://smartphones.about.com/od/softwarereviews/fr/vz_nav_review.htmhttp://cellphones.about.com/od/coveringthebasics/a/4g-Wireless-Everything-You-Need-To-Know.htmhttp://smartphones.about.com/od/surfingtheweb/p/3G_explainer.htmhttp://smartphones.about.com/od/surfingtheweb/p/3G_explainer.htmhttp://cellphones.about.com/od/coveringthebasics/a/4g-Wireless-Everything-You-Need-To-Know.htmhttp://smartphones.about.com/od/softwarereviews/fr/vz_nav_review.htmhttp://smartphones.about.com/od/tipstricks/ss/izoho_how_to.htmhttp://smartphones.about.com/od/tipstricks/ss/izoho_how_to.htmhttp://cellphones.about.com/od/softwarereviews/fr/google-android-os-review.htmhttp://smartphones.about.com/b/2008/09/02/blackberry-os-45-coming-soon.htmhttp://cellphones.about.com/od/softwarereviews/a/iphone-os-4-update.htm


2/35

2

Established smartphone brands are quickly expanding outside of their traditional

enterprise markets to attract a wider consumer demographic and maintain share in a fiercely

competitive market. Factors including the open-sourcing of Operating Systems and a

reduction in component prices have helped to lower the price point of smartphones. In

addition, a strong ecosystem of third-party applications developers has helped to drive

consumer interest in a wider portfolio of data applications and allowed carriers to further

leverage their investments in high-speed data networks through the development of new

offers such as application stores. Moreover, it is a global size fair market which not only can

be accessed by major players, but also small and agile developers. The winning factor in this

market is to be flexible enough to meet or surpass the requirements of consumers with

attractive pricing strategy. Thus, it is important to understand the behaviour or attitude of

consumers toward smartphones.15

This trend of increasing use of smart phones becomes an interesting theme from the

perspective of consumer behaviour. Since most phones are relatively new and are becoming

main stream there is a need to study how consumer behave with respect to smart phones.

1.1 Need of the study

Today in fast moving life smartphones have started to play an important role in day

to day life. Smartphone is now one device with many functions and usability like for internet,

finding location, application usage in education, learning, communication and for advertising,

online shopping and also for entertainment as pervious study and research shows.

Smartphone usage depend on age group, gender, education level, occupation and also with

area according to pervious study result. Price of the smartphone, quality, brand name, after

sale service, operating system and size, are the factors that come into play while consumer

purchase this product. On the other hand there seems to be lack of awareness aboutsmartphone in India regarding operating system, application available and also quality.

In India brand name and price factor play an important role in consumer purchase

decision with respect to smart phones. According to research conducted in India shows that

area factor comes into play like urban and rural, alongwith age group education level of

people in India. But, there is still lack of understanding in India about smartphone, their

application , usability, price factor, quality and also brand name. Customer behaviour study is

based on consumer buying behaviour, with the customer playing the three distinct roles of


3/35

3

user, payer and buyer. As in present market there are lots of smart phone manufacturing

companies like Nokia, Apple, Samsung, Motorola, Micromax, Lava, LG etc fighting to gain

and retain consumer with their distinct features, after sale service, price, brand value, quality

different model and designs, so to gain more consumer and to retain them it is important to

study consumer behaviour as their preferences, choice which are different from person to

person. So main aim behind to this project is to investigate or find out behaviour and

preferences of smartphone customers in the study area. Also the purpose of this study is to

investigate the factors affecting the customers decision with regard to purchase of a

smartphone.

1.2 Objectives of the study

1) To know the consumer awareness about smartphones and smartphones ownership.2) To study the factors which were considered by the consumers in selecting smartphone

brands.

3) To study the pattern of smartphone usage.


4/35

4

CHAPTER- 2

REVIEW OF LITERATURE

Sello, Mokoena (2005)14, studied the smartphone and regular cellular phones: assessing their

impact on students education at the University of Zululand. The aim of the research was to

assess the impact of mobile phones on students learning at the University of Zululand. The

University of Zululand is dominated by black-African students, making the study focus to be

based on this group. The research information was collected from this group as they are the

majority population on the Campus. Study revealed that the use of mobile phones enhances

students learning and engagement in educational activities. Also research results revealed

that there are more users of smartphones than the regular cellular phone users while price of

smartphones surpasses the price of the regular cellular phones. Students smartphones

ownership is greater than that of regular cellular phones.

Karjaluoto, Heikki. et al . (2005)6, studied the factors affecting consumer choice of mobile

phones in Finland. This article deals with consumers choice criteria in mobile phone markets

by studying factors that influence intention to acquire new mobile phones on one hand and

factors that influence on mobile phone change on the other. The two studies showed thatwhile technical problems are the basic reason to change mobile phone among students; price,

brand, interface, and properties are the most influential factors affecting the actual choice

between brands.

Monthathi, Srikes. et al. (2009)9, studied the impact of culture on mobile phone purchasing

by comparing Thai and British consumer. The aim of this research is to determine and

evaluate whether differences in national culture impact on the buyer behaviour of Thai and

British consumers when purchasing a mobile phone. Furthermore, the research was

conducted in order to identify and compare key cultural attributes that influence mobile

phone purchasing between Thai and British consumers. The findings indicated that there is a

significant difference between Thai and British consumers in terms of mobile phone

purchasing behaviour as far as Hofstedes cultural dimensions and Schwartzs cultural values

are concerned. The findings also recommend that managers in mobile phone organizations

should be concerned with the cultural dynamics of consumers as part of their going re-


5/35

5

segmentation, communication and promotion strategies within their overall marketing

strategies.

Martens (2010)8, studied the smartphone software markets in Amsterdam. This master thesis

fills this knowledge gap by researching a Smartphone Software Marketplace (SSM) by

placing it in context of electronic market research and analyzing multiple cases using related

topics and theoretical models on E-Marketplaces and Business Models. The aim of this

research was a discussion and insight about how different business models, value networks

and processes together shape a market design that improve or hinder marketplace adoption

for suppliers and buyers. Results shows that Apple currently is the largest SSM in numbers

and payout level, being a closed business model. Googles SSM is growing rapidly, adopting

an open business model. Although the open business model design is showing high adoption

for developers and hardware producers, there is a possibility that the market efficiency is

threatened by the workings of the SSM. By not controlling SSM content by focusing on

quality of content and codification of product, price dispersion and information equivocality

can lead to the exit of high quality suppliers. The current open model design shows a lack of

leadership, threatening the models success.

Natha,Garje Raviraj (2010)10, studied the consumer behaviour for purchasing mobile

handsets in Pune. This study was conducted under the Research International of IMRB

International on behalf of different mobile brand handsets. The study was carried out, in and

around Pune City and the duration was of two month. Study showed that brand name is

important while purchasing of mobile phones and most of the people used their mobile phone

for calling and they purchased it because of their necessity .

Osman, Mohd Azam (2011)12, studied the consumer behaviour with regard to usage of

smartphone in Malaysia. The purpose of this paper was to present the result of a survey on

the attitude and behaviour of consumers toward the various types of smartphone usages such

as application software, e-mail, Internet browsing, ringtones, and other mobile contents. The

findings indicated that male and young consumers generally are larger target market.

Moreover, the smartness of smartphone yet to be fully exploited, most of the usages was

limited to core functionalities of mobile phone such as making phone call and SMS. In terms

of practical contribution, this study provided the overview of mobile contents market


6/35

6

opportunities in Malaysia that enables practitioners such as service providers, application

developers, and mobile contents marketers to derive effective marketing strategies, and to

serve consumers better.

Bodker, Mads (2011)1, studied the user experience of smart phones. Purpose of this paper

was to complement previous research on the adoption and use of smart phones by introducing

theories from consumer research. The focus was on both the intrinsic and extrinsic values that

users experience when possessing, interacting, and using smart phones. The study also

reveals that use as such is an end by itself and not only a mean to reach some other

objectives, e.g. calling, texting or surfing.

WD Global industry (2011)15, studied about smartphones building profitability and loyalty in

the mass-market. This study looks to highlight some of the challenges that face wireless

carriers as they look to increase the population of smartphones within their portfolio and

attached to their network. 2000 consumers interviewed in this study, half cited price as the

principle motivator when selecting a mobile device. This suggests that factors including

brand and functionality are flexed by the consumer according to the price point of the product

and also half cited camera resolution as the most important feature for consideration. Only

10% listed access to application stores and less than 15% cited access to social media

services as a key consideration. Results varied principally by age group, with the younger

audience notably engaged with more smartphone-orientated services

Boulos et al (2011)2, studied the smartphone consumer behaviour adopting the

collaborative information management behaviour model to understand the Use of

Smartphone Applications. Studying and understanding smartphone consumer behaviour

might require a different conceptual approach; one that considers the collective element a

smartphone provides. The model of collaborative information management behaviour has

been found to address this aspect and at the same time takes aspects of perception, cognition

and action into account. The model of Collaborative Information Management Behaviour

(CIMB) has been derived from qualitative and quantitative findings of a study interested in

understanding remote tabletop collaboration. The data analysed in this study was collected

from four video recordings of two-person distributed teams carrying out a collaborative

information management task over a shared digital workspace and video. Based on

qualitative and quantitative findings theoretical propositions have been deduced and concepts


7/35

7

defined to develop a model for CIMB. The model, CoIMB, has been found useful to

conceptually understand the pre-buying process of consumers while communicating via

smartphones and apps. Based on the application of this model initial theoretical insights have

been deduced relevant for the design of smartphone apps. It has been suggested that

marketers should incorporate the collective element smartphone technologies offer in order to

build relationships with existing and new customers, increase brand awareness and loyalty

and contribute to the overall costumer experience.

The mobile consumer report US (2011)5, according to exclusive research from Experian

Simmons, fully 29% of cell phone owners today believe that their cell phone will be the

primary device for their entertainment needs, in the future. 90% of all mobile phone owners

in the U.S. are adults, a rate unchanged since 2008. Mobile apps enable consumers to make

the most of their phones, and mobile consumers are downloading apps more than ever.

Today, 16% of cell phone owners have downloaded a mobile app within the last 30 days, up

from 11% who did in 2008. Music apps are the most common, with fully 97% of app

downloaders having at some point downloaded such an app versus 43% who have

downloaded a game app. Cell phone owners who are interested in making purchases with

their phone are also more open to mobile advertising, especially if in exchange for somethingof value. Use of a cell phone to snap photos is routine, with 73% of all cell phone owners

having snapped a pic in the last 30 days. More telling is that web surfing is also becoming

commonplace among smartphone owners, 56% of whom now access the Internet with their

phone in a given month.

The Nielsen company (2011)11, studied that in Australian smartphone population is becoming

increasingly sophisticated. More Australian are using the internet on their phone, females use

more than males.

Das, Debadutta (2012)3, conducted an empirical study of factors influencing buying

behaviour of youth consumer towards mobile handsets. A case study in coastal districts of

Odisha. This study mainly focused on identifying the factors which influence the consumer

behaviour while they intend to make their purchase decision of mobile handsets. Study

showed that a handset of reputed brand, smart appearance, and with advanced value added

features, pleasurebility and usability; is the choice of consumers in between 20-30 years in

age-group, females in gender-group, graduates/post-graduates in level of education-group,


8/35

8

students/service holders in occupational-group, urban residents in geographical-area group

and with annual family income between Rs.1-3 lakhs. Moreover advertisement plays most

prominent role in buying decision of a mobile handset in the coastal districts of Odisha.

Osman, Mohd Azam (2012)13, studied the trend of smartphone and its usage behaviour in

Malaysia. The purpose of this exploratory study was to better understand the current

dynamics of the Malaysian market for smartphone and the usage behaviours of consumers.

This paper presents the result of a survey on the trend of smartphone from the perspective of

end consumers. the result of this study suggests that the most attractive market for

smartphones is consumers from younger age groups with purchasing power. Additionally,

younger consumers, especially male would pay more attention on the technical aspects of the

smartphone such as computing powers, operating platform, and software applications. This is

reasonable as younger smartphone users are often the consumers of media and entertainment

applications.Furthermore, consumers usage behaviours such as using smartphone for email,

web browsing, gaming, and document reading were examined. This study revealed that

selling price is not the most important factor that affects smartphone purchasing decision,

whereas the consumers perceive other factors such as design, connectivity, and performance

to be more important than the price. Also the report shows that smartphone is not merely acommodity to fulfill the communication requirements, but smartphone would be an indicator

of status, prestige, and lifestyle.

Lee, Hee and Youn, Ji (2012)7, studied the factors affecting smart phone application

acceptance. In this study, to analyze the factors affecting the use of smartphone applications,

research model based on UTAUT (Unified Theory of Acceptance) model was hypothesized

and empirically tested. Credibility and personalization were set as factors affecting

performance expectancy, and flow was added as an antecedent of usage intention. The result

showed that personalization has positive effect on performance expectancy, and performance

expectancy and effort expectancy have positive effect on usage intention, use behaviour, and

recommendation intention. Also, the factors affecting usage intention and use behaviour of

smartphone app were found to be different between two types of applications.

Das, Debadutta (2012)4, conducted an investigation of functional analysis of consumers

buying behaviour towards mobile handsets with a special reference to the usability of mobile


9/35

9

handsets in Coastal Belt of Orissa. This exploratory study attempts to investigate consumer

purchasing motives in cellular phone markets. This paper surveyed 1200 consumers and

looked at their motive to purchase new mobile phones on the basis of usability of mobile

handsets on several attribute. Under this backdrop, the usability of a mobile handset was

studied on the basis of its different functions, namely; Ease of use, Easy to read text,

Navigating Menu, Problem Fixing, Recovery from Mistake, Easy to read labels on buttons,

Easy to understand User Manuals and Easy to replace Battery. The main results of the study

speaks that mainly 20-30 age group, 1-3 lakhs income groups, Female,Urban Consumers are

significantly influenced by the usability of mobile handsets.


10/35

10

CHAPTER- 3

RESEARCH METHODOLOGY

Research methodology comprises steps, procedures and strategies used in collecting and

analysing data in a research investigation.

The study involved collection of primary data from mobile phone users. This data was

collected by a structured questionnaire and analysed statistically.

3.1 Sampling

Sample of 100 respondents was selected from Shimla town. Shimla town was chosen for the

study because of the good income of people, high education, availability of wide range of

brand and models of smartphones. All this makes Shimla a good market for smartphone.

Respondents are divided into four different age group, this was done as part of quota

sampling. Quota sampling has been used as it was assumed that age has relationship on use of

smart phones.Sampling unit was an individual above age of 15 because smartphone usage

differs from person to person. 25 respondents each were selected from the age groups of

below 19 year, 19 to 29 year, 29 to 39 year, 39 and above.

3.2 Questionnaire

The primary data was collected by structured questionnaire. Questionnaire was designed in

order to collect information about consumer demographic information, awareness about

smart phones and smart phone ownership among consumer, factors which influenced the

consumers to select the smartphone and pattern of smartphone usage.

Questionnaire involved, closed ended, questions, where respondents are restricted to choose

among any of the given multiple choice answers.

Other type of closed-ended questions used in study were importance questions,in importance

questions, the respondents are usually asked to rate the importance of a particular issue, on a

rating scale of 1 to 5. These questions can help to understand things that hold significance to

respondents.


11/35

11

3.3 Data Analysis

Analysis of data is a process of inspecting, cleaning, transforming, and modelling data with

the goal of highlighting useful information, suggesting conclusions, and supporting decision

making. The collected data is analysed using various statistical and mathematical tools such

as mean, standard deviation and one way ANOVA. Data collected was quantitative in

nature, summarized in tables.

Different methods used for data analysis in this project are :

Percentage method.- Percent distributions, or percentages, tell what proportion ofrespondents selected a particular answer. Since percentages reflect the number of

times each answer would be selected out of 100 responses, they are used to help put

data in perspective.

To calculate percentage the process was to calculate the frequencies, calculate the total

number of responses, then divide the frequency for each question by the total number of

responses.

The formula used in percentage method is:

P =

* 100

Where x= Number of respondents falling in a specific category to be measured.

Y= Total number of respondents

Mean scores - Mean is the average response given. A mean can be used to describethe group as a whole. To calculate a mean, added up all the responses for question,

divide the total by the number of responses.

Where = symbol for summation

xi = value of the ith item

n = total number of items


12/35

12

One- way ANOVA.One-way analysis of variance (ANOVA) tests allow to determine if one given factor, such

as age, has a significant effect on purchasing behaviour across any of the parameters under

study. A significant value resulting from a 1-way ANOVA test would indicate the

relationship between independent variable on dependent variable under study.

In this test F- statistics value is calculated by the formula after that this F value is

compared with F- tabulated value from F-table for given degree of freedom. If the calculated

value of F- statistics is less than F-tabulated value for given degree of freedom at 0.05 level

of significance, it means that there is no effect of independent variable on dependent variable

under study. In other case, if the calculated value of F- statistics is greater than F-tabulated

value for given degree of freedom at 0.05 level of significance, then it means that there is

relationship between independent and dependent variables.

To determine relationship between independent and dependent factors, the following

hypotheses are tested: The null hypothesis (H0) is that the means are all equal.

H0 = u1 = u2 =........= uk

The alternative hypothesis (H1) is that at least one of the means is different.

H0 : no significant association between variables.

H1 : significant association between variables.

The F statistic = Between Mean Squares / Within Mean Squares

Between Mean Squares = BSS/ df

Where BSS is referred to as "between sum of squares" or BSS. BSS is calculated by adding

up, for all groups, the difference between the group's mean and the overall population mean,multiplied by the number of cases in the group.

df = Degrees of freedom

Within Mean Squares = WSS/ df

Where WSS Variation within Groups.WSS is calculated by sum of the squared deviation and

the group average, calculating separate measures for each group, then summing the group

values. This is a sum referred to as the "within sum of squares" or WSS.

df = Degrees of freedom


13/35

13

CHAPTER- 4

DATA ANALYSIS AND INTERPRETATION

4.1 Gender

Gender

Frequency

Male 66

Female 34

Total 100

Table 4.1

Table 4.1 shows gender distribution of the sample. It is observed that from the sample of 100

respondents 66 (66%) were male and 34 (34%) were female. This implies that most of the

respondents in the sample were males.

4.2 Age

.

Age Distribution of Respondents

Frequency

Below 19 yrs 25

19 yrs-29 yrs 25

29yrs-39 yrs 25

39 yrs and above 25

Total 100

Table 4.2

This table 4.2 present the age distribution of respondents. It is seen that 25% of respondents

were in each age group. This was done as part of quota sampling. Quota sampling has been

used as it was considered that age has relationship with use of smartphone.


14/35

14

4.3 Qualification

Qualification

FrequencyUndergraduate 35

Graduate 30

Post Graduate and above 35

Total 100

Table 4.3

Table 4.3 displays the qualifications of respondents. It is observed that 35% were

undergraduates, 30% of the sample were graduates and 35% of the sample were postgraduateand above. From this it is inferred that study sample comprises of highly educated people.

4.4 Occupation

Occupation

Frequency

Student 48

Employee 35

Businessman 7

Independent Professional 10

Table 4.4

Table 4.4 depicts occupation of the respondents. It is seen that of the respondents, 48% were

students, 35% were employees and 10% were independent professionals.


15/35

15

4.5 Family Income

Family Income per annum

FrequencyBelow 60,000 2

60,000-1,000,00 6

1,000,00-4,000,00 49

4,000,00 and above 43

Total 100

Table 4.5

Table 4.5 shows annual family incomes of respondents. It is seen that 49% respondents fall inthe range of 1,000,00-4,000,00 , 43% fall in the range of 4,000,00 and above. This

implies that most of the respondents fall in medium income range and above.

4.6 Mobile Phone Brand Name

Mobile Phone Brand Name

Frequency

Nokia 38

Apple 2

Samsung 20

LG 4

Sony 12

Other 19

HTC 5

Total 100

Table 4.6

Table 4.6 present current mobile phone brand used by the respondents. It is observed that

38% of the respondent use Nokia, 20% use Samsung, 19% use other brands. This inferred

that most of respondents of the study sample preferred Nokia brand then Samsung which is

second highest preferred brand.


16/35

16

4.7 Phone Model

.

Phone Model Known to Respondents.

FrequencyUnknown 11

Known 89

Total 100

Table 4.7

Table 5.7 shows knowledge of the current mobile phone model used by respondents. It is

seen that 89% respondents know about the of phone model, only 11% respondents not know

their phones model. This indicates that respondents have knowledge about their mobilephone model.

4.8 Time of Purchase

Time of Purchase

Frequency

Between 1-5 months ago 19

Between 5-12 months ago 31

Between 1- 2 years ago 29

More than 2 years ago 21

Total 100

Table 4.8

Table 4.8 present time of purchase of mobile phone. It is noted that 31% respondents

purchased their mobile phones in between 5-12 months ago, 29% respondents purchased

their mobile phones in between 1- 2 years ago, 21% purchased their mobile phones more than

2 years ago and only 19% respondents purchased their mobile phones in between 1-5 months

ago. This implies that most of the respondents purchased their mobile phone recently which

is less than 2 years ago.


17/35

17

4.9 Current Phone Type

Current Phone Type of Respondents.

Frequency

Mobile phone 11

Feature phone 9

Smart phone 47

Do not know 33

Total 100

Table 4.9

Table 4.9 present current phone type of that the respondents have. It is noticed that 47%

respondents believe that their current phone is a smartphone, 33% respondents do not knowabout the type of their current phone this show lack of knowledge and awareness about

different types of phones. 11% indicated that they have a mobile phone and only 9% believe

that they have feature phone. This implies that most of the respondents have a smartphone

and other people do not know about the type of their phone.

4.10 Reason for Purchase

.Reason for Purchase Given by Respondents.

Frequency

Necessity 46

Status 2

Trend in society 18

Technical curiosity 30

Cyclical upgrade 3Other reason 1

Total 100

Table 4.10

Table 4.10 presents reason for purchase as given by the respondents. It is seen that 46%

respondents stated necessity a reason for purchase, 30% respondents selected technical

curiosity a reason for purchase,18 % select trend in society as their reason for purchase. This

indicates that mobile phone is now necessity and also respondents technical curiosity also

plays important role in instigating purchase of mobilephones.


18/35

18

4.11 Operating System of Smart Phone

Operating system selected by respondents on which their

phone is running.Frequency

Android 29

iOS 2

Windows 5

Other 15

Do not know 49

Total 100Table 4.11

Table 4.11 shows the operating system of the respondents phone. It is seen that 49% of

respondent do not know operating system of their phone, 29% have Android OS. This implies

that respondents are less aware of existence of operating system and perhaps what it does and

those who are aware are mostly using Android OS.

4.12 Physical QWERTY Keypad

Physical Qwerty Keypad

Frequency

Yes 28

No 56

Do not know 16

Total 100

Tables 4.12

Table 4.12 shows availability of physical QWERTY keypad feature on phones used by the

respondents. It is seen that 28% respondents have Physical Qwerty keypad on their handset,

56% do not have this feature and 16% do not know about this feature. This indicates that

most of the respondents do not have this feature on their mobile phones. This may be due to

the popularity of the touch screen phones.


19/35

19

4.13: Touch Screen

Touch Screen

FrequencyYes 49

No 46

Do not know 5

Total 100

Tables 4.13

Table 4.13 shows availability of touch screen feature on the phones used. It is observe that

49% respondents have touch-screen in their handset, 46% do not have this feature and 5% donot know about this feature. This shows that most of the respondents preferred having a

touch-screen in their mobile phones. This may due to the fact that such phones have a bigger

screen and are convenient.

4.14 Camera Primary

Camera PrimaryFrequency

Yes 78

No 13

Do not know 9

Total 100

Tables 4.14

Table 4.14 shows availability of Camera Primary on the phones used. It is noticed that 78%respondents have primary camera in their handset, 13% do not have this feature in their

handset and 9% do not know about this feature. This shows that majority of the respondent

have primary camera on their handset. This popularity of the primary camera may be due to

the reason that it saves customers expenditure on digital cameras.


20/35

20

4.15 Camera Secondary

Secondary Camera

FrequencyYes 39

No 38

Do not know 23

Total 100

Tables 4.15

Table 4.15 shows availability of secondary camera on the mobile phones. It is evident that

39% respondents have secondary camera in their handset, 38% do not have this feature intheir handset and only 23% do not know about this feature. Thus, it is seen that secondary

camera is now readily available in smart phones, and is becoming popular. This may have

something to do with the rollout of the 3G services.

4.16 Dual SIM

Dual SIM

Frequency

Yes 26

No 68

Do not know 6

Total 100

Tables 4.16

Table 4.16 shows availability of Dual SIM feature. The data shows that 26% respondents

have dual SIM handset, 68% do not have this feature with their handset and only 6% do not

know about this feature. This implies that most of the respondents do not have this feature on

their mobile phone and perhaps smartphone owners do not prefer dual SIM phones.


21/35

21

4.17 Wi-Fi

Wi-Fi

FrequencyYes 56

No 34

Do not know 10

Total 100

Tables 4.17

Table 4.17 shows availability of Wi-Fi on the mobile phones. It is noticed that 56%

respondents have Wi-Fi in their handset, 34% do not have this feature in their handset andonly 10% do not know about this feature. This indicates that a very large number of the

respondents have this feature on their mobile phone and it is readily available on the mobile

phones these days. The customers may also be preferring this feature as they appear to be

aware of its existence, and the younger respondents who are technologically adopt may be

taking advantage of it.

4.18 Radio

Radio

Frequency

Yes 93

No 5

Do not know 2

Total 100

Tables 4.18

Table 4.18 shows availability of radio on their handset. The table indicates that 93%

respondents have radio in their handset, 5% do not have this feature in their handset and only

2% do not know about this feature. This shows that most of the respondents have this feature

on their mobile phone and that radio is a very common feature of the mobile phones.


22/35

22

4.19 Bluetooth

Bluetooth

FrequencyYes 93

No 3

Do not know 4

Total 100

Tables 4.19

Table 4.19 shows availability of Bluetooth feature on the phones of the respondents. The data

shows that 93% respondents have Bluetooth feature in their handset, 3% do not have thisfeature in their handset and only, 4% do not know about this feature. It is thus inferred that

most of the respondents have Bluetooth on mobile phones is a very popular feature due to the

convenience that it offers to transfer data between devices.

4.20 Social Networking

Social NetworkingFrequency

Yes 78

No 7

Do not know 15

Total 100

Tables 4.20

Table 4.20 shows availability of social networking feature on the phones of the respondents.It is noticed that 78% respondents having social networking facility in their handset, 7% do

not have it in their handset and 15% do not know about this feature. This implies that social

networking is a popular feature, and this may have something to do with the younger

respondents being a larger part of the sample. It is this age group which is most active on the

social media.


23/35

23

4.21 Internet Browsing

Internet Browsing

Frequency

Yes 88

No 3

Do not know 9

Total 100

Tables 4.21

Table 4.21 shows availability of internet browsing on the mobile phone. 88% respondents

have internet browsing facility in their handset,3% do not have this feature on their handset

and 9% do not know about this feature. This indicates that most of the respondents haveInternet browsing on their mobile phone and that it is a popular feature among mobile phone

owners. This may have a relationship with the availability of 3G networks.


24/35

24

4.22 Factor considered while selecting the phone

Factor which respondents considered while selecting the phone.

Mean Std. DeviationPrice 4.12 1.258

Brand name 3.83 .911

Camera resolution 3.51 1.105

Touch sensitivity 3.39 1.377

Design 3.71 1.018

Multimedia 3.55 1.095

Applications 3.59 1.207Battery life 4.43 .891

Processor speed 3.66 1.165

Memory 3.94 .993

Display resolution 3.58 1.130

Speed of internet browsing 3.85 1.140

After sale service 4.25 .783

Phone Operating system 3.40 1.198

Table 4.22

Table 4.22 shows importance assigned to factor which are considered while selecting the

phone by respondents. It is observe that battery life (4.43), price (4.12), after sale service

(4.25), and memory (3.94) have higher mean scores on importance. It is thus inferred that

battery life is most important factor while selecting the phone, the next important factor is

price which is followed by after sale service and least important factors are touch

sensitivity(3.39), operating system(3.40).


25/35

25

4.23 Smart phone usage

At least once a month

or more

Less than once a month Never

Calling 100 0 0Messaging 95 3 2

Camera 80 13 7

Games 56 28 16

Multimedia 69 16 15

Internet browsing 70 16 14

Social networking 64 11 25

Navigation/maps 23 34 43Shopping/bills payment 11 19 70

E-mail 26 11 63

Downloading data 37 27 36

Dictionary 28 25 47

Document editing, viewing 23 25 52

Photo editing 21 26 53

Newspaper reading 25 22 53Travel/road guide 17 16 67

Healthcare services

application

11 9 80

Table 4.23

Table 4.23 shows usage of different features, services and applications available on

respondents handset. It is seen that that 100% respondents use calling feature at least once a

month or more. It is also seen that 95% use messaging, 80% use camera feature 70% useinternet browsing 69% use multimedia, 64% use social networking feature at least once a

month or more. 34% respondents use navigation/maps feature less than once a month, 28%

respondents play games less than once a month. 70% respondents never use shopping/bills

payment application on their smartphone. It is also seen that 67% never use travel guide

facility and 63% never use e-mail service on their smart phone. This implies that calling,

messaging, camera, internet browsing and multimedia feature are used by respondents more

frequently while operating a smart phone. Most of the respondents never use shopping/bills

payment, travel guide, e-mail service and healthcare services applications on their handset.


26/35

26

4.24 Gender and decision criteria

Table 4.24

Table 4.24 depicts the relationship of gender with the factors which respondents consider

while selecting a mobile phone. It is seen that in case of all factor that are considered, the

calculated value of F- statistics is less than F-tabulated value (2.94) for 1 and 98 degree of

freedom at 0.05 level of significance. Therefore, it is inferred that there is no effect of gender

on any of these factor which are considered while selecting the phone.

Factor which respondents considered while selecting the phone in

relation with Gender

Mean

(Male)

Mean

(Female)

F - value Sig.

Price 4.29 3.79 2.84 .063

Brand name 3.91 3.68 1.471 .228

Camera resolution 3.42 3.68 1.170 .282

Touch sensitivity 3.29 3.59 1.068 .304

Design 3.65 3.82 .638 .426

Multimedia 3.48 3.68 .685 .410

Applications 3.56 3.65 .114 .736

Battery life 4.50 4.29 1.202 .276

Processor speed 3.56 3.85 1.418 .237

Memory 3.83 4.15 2.268 .135

Display resolution 3.53 3.68 .373 .543

Speed of internet

browsing

3.83

3.88 .041 .840

After sale service 4.27 4.21 .162 .688

Phone Operating system 3.32 3.56 .905 .344


27/35

27

4.25 Age and decision criteria

*statistically significant differences exist.

Table 4.25

Table 4.25 depicts age effect on factor which respondents considered while selecting the

phone. It is seen in case of factors like price, camera resolution, touch sensitivity, design,

multimedia, application, processor speed, memory, display resolution, speed of internet

browsing, phone operating system, the calculated value of F- statistics is greater than

tabulated value of F (2.07) for 3 and 96 degree of freedom at 0.05 level of significance which

means that importance given to these factors changes with the age of the customer. It is seen

that factor like price is very important factor for age group 29years and above, while camera

resolution, touch sensitivity, design, multimedia, application, processor speed, memory, is

important factor and display resolution, speed of internet browsing is very important factor

Factor which respondents considered while selecting the phone in relation with Age

Mean

(Below 19

yrs)

Mean

(19 yrs-29

yrs)

Mean

(29yrs-39

yrs)

Mean

(39 yrs and

above)

F-

value

SIG.

Price 3.28 3.64 4.84 4.72 13.053 .000*

Brand name 3.76 4.24 3.56 3.76 2.046 .056

Camera resolution 3.64 4.08 3.56 2.76 7.378 .000*

Touch sensitivity 3.64 4.20 3.4 2.32 10.559 .000*

Design 4.16 4.28 3.52 2.88 14.056 .000*Multimedia 4.16 4.20 3.52 2.32 30.254 .000*

Applications 4.00 4.40 3.72 2.24 27.460 .000*

Battery life 4.64 4.52 4.24 4.32 1.057 .371

Processor speed 3.92 4.44 3.84 2.44 22.101 .000*

Memory 4.28 4.36 3.64 3.48 5.735 .001*

Display resolution 3.76 4.52 3.64 2.40 26.978 .000*

Speed of internet

browsing

4.20 4.64

3.96

2.60 26.258 .000*

After sale service 4.12 4.16 4.52 4.20 1.379 .245

Phone Operating

system

3.40 4.36 3.76 2.08 30.971 .000*


28/35

28

for age group 29 years and above. The importance of phone operating system appears to be

more in case of respondents between age groups of 19-39 years, which may be due to their

higher technological awareness.

While for other factor like brand name, battery life, after sale service the calculated value

of F- statistics is less than F-tabulated value (2.07) for 3 and 96 degree of freedom at 0.05

level of significance, so factor like brand name, battery life, after sale service do not have any

relationship with any age group.


29/35

29

4.26 Qualification and decision criteria

*statistically significant differences exist.

Table 4.26

Table 4.26 depicts the relationship of qualification with factor which respondents considered

while selecting the phone. It is seen in case of factors like price, brand name, camera

resolution, touch sensitivity, multimedia, applications, processor speed, memory, display

resolution, speed of internet browsing, phone operating system, the calculated value of F-

statistics is greater than F-tabulated value (3.09) for 2 and 97 degree of freedom at 0.05 level

of significance.

Factor which respondents considered while selecting the phone in relation with

Qualification

Mean

(Undergraduate)

Mean

(Graduate)

Mean

(Post

Graduate

and above )

F-

value

Sig.

Price 3.71 4.47 4.23 3.231 .044*

Brand name 3.6 3.7 4.17 4.127 .019*

Camera resolution 3.43 3.13 3.91 4.470 .014*

Touch sensitivity 3.37 2.9 3.83 3.891 .024*

Design 3.86 3.33 3.89 3.063 .051

Multimedia 3.83 2.9 3.83 8.726 .000*

Applications 3.77 3 3.91 5.747 .004*

Battery life 4.49 4.37 4.43 .142 .868

Processor speed 3.77 3.07 4.06 6.793 .002*

Memory 4.14 3.57 4.06 3.233 .044*

Display resolution 3.49 3.1 4.09 7.119 .001*

Speed of internet

browsing 3.83 3.27 4.378.783 .000*

After sale service 4.23 4.33 4.2 .250 .779

Phone Operating

system 3.23 2.83 4.0610.756 .000*


30/35

30

This means that importance given to these factors changes with the qualifications of the

customer. It is seen that for other factor like design, battery life, after sale service, the

calculated value of F- statistics is less than F-tabulated value (3.09) for 2 and 97 degree of

freedom at 0.05 level of significance, therefore it is inferred that for factor like design, battery

life, after sale service there is no relationship with qualification of the respondents. It is seen

that people who are graduates or post graduates assign more importance to price and brand

name as compared to under graduates. Undergraduates assign more importance to camera

resolution, touch sensitivity, design, multimedia, display resolution as compared to graduates.


31/35

31

CHAPTER- 5

CONCLUSIONS & SUGGESTIONS

Smartphones are currently witnessing a period of rapid growth. As consumers are

becoming aware of smartphone and also due to decreases in smartphone price. It is more

affordable so now more consumer prefers smartphone as compared to feature phone and

mobilephone. Another reason for consumers shifting towards smartphone is the various

facilities and applications that are provided with smartphone. Consumer prefers or select

phone depending on their behaviour like awareness level, need, usability and various factors

like smart phone price, brand name etc.

The the study was undertaken to get know consumer behaviour with respect to

smartphone. Therefore, keeping in view the various factor which effect consumer decision

while selecting or purchase of a smartphone, the present study were carried out with the

following objectives;

To know the consumer awareness about smartphones and smartphones ownership. To examine the factors which influenced the consumers to select the smartphone

brands.

To examine the pattern of smartphone usage.

5.1 Conclusions

5.1.1 Consumer awareness and smart phones ownership

Majority of the respondents have a smartphone and they know that their phone is

smartphone. Respondents have knowledge about their mobile phone model. Technical curiosity

plays an important role in instigating purchase of smartphones. Most of respondents of the

preferred Nokia brand, Samsung is the second most preferred brand. Respondents are less

aware of existence of operating system and perhaps what it does. Among those who are aware

are Android operating system is the preferred. Majority of the respondents purchased their

mobile phone recently, which is less than 2 years ago.


32/35

32

Most of the respondents did not have physical QWERTY keypad feature, but had a touch-

screen in their mobile phones. Majority of the respondent had primary camera on their handset.

Most of the respondents did not have dual SIM feature on their mobile phone. Majority of the

respondents have Internet browsing on their mobile phone and that it is a popular features

among mobile phone owners. Social networking is a popular feature in smartphone and most of

the respondents had this feature. Majority of the respondents have Bluetooth, radio, Wi-Fi

feature on their mobile phone.

5.1.2 Factors influencing Smartphone Brands decision

Technical curiosity play important role in instigating purchase of smartphones. Battery life

is most important factor that is considered while selecting the phone; the next important factor

is price which is followed by after sale service. Price is very important factor for age group of

29years and above while, Camera resolution, Touch sensitivity, Design, Multimedia,

Application, Processor speed, Memory, Phone Operating system is important factor and

Display resolution, Speed of internet browsing is very important factor for age group 19years

and below. Factors like Price, Brand name, Camera resolution, Touch sensitivity, Multimedia,

Application, Processor speed, Memory, Display resolution, Speed of internet browsing, Phone

Operating system these factors changes with the qualifications of the customer. Study showed

that people who are graduates or post graduates assign more importance to price and brand

name as compared to under graduates. Undergraduates assign more importance to camera

resolution, touch sensitivity, design, multimedia, display resolution as compared to graduates.

5.1.3Pattern of Smartphone usage

Calling, messaging, camera, internet browsing and multimedia feature are used by

respondents most frequently while operating a smart phone. Most of the respondents never use

shopping/bills payment, travel guide, e-mail service and healthcare services applications on

their handset.


33/35

33

5.2 Suggestions

As technical curiosity plays an important role in instigating purchase of smartphones there is

need of smartphone companies to make the customer aware of the technical specification and

other related issues.

Most attractive market for smartphones is consumers from younger age groups with

purchasing power. Additionally, younger consumers, would pay more attention to the technical

aspects of the smartphone such as computing powers, operating platform, and software

applications. This is expected as younger smartphone users are often the consumers of media

and entertainment applications. Since these usages require high demand on computing power,

the younger consumers will pay attention to the performance of the smartphone, in order to

ensure smooth and delightful experience. This market segment is also lucrative as it does notconsidered price as important.

As per findings cost is important consideration for older consumer, so mobile phone

targeted at older consumers can focus on the core functionality and provide less on the

unnecessary features and frills. This would enable the product to be cost effective and

affordable to most of the consumers.

In terms of the usage, the findings indicate that the smartness of smartphone is yet to be

fully exploited by the consumers. Most of the usages are entertainments, instant messaging,

Internet browsing. Other functions of the smartphone such as travel/road guide , health care

services, document editing, and business related functions are not commonly utilized. It is

suggested that proper redesign of the applications, user training, and user support should be

more prevalent in order to improve the usability and acceptance of these functions.


34/35

34

REFERENCES

1. Bodker, Mads.(2011). User experience of smart phones: Consumption ValuesApproach. Available from http://technologydiffusion.com.

2. Boulos. (2011). Smartphone consumer behaviour : Adopting the collaborativeinformation management behaviour model to understand the use of smart phone

applications. Available from http://marketing.conference-services.net

3. Das, Debadutta. (2012). Empirical study of factor influencing buying behaviour ofyouth consumer towards mobile handsets: A case study in coastal districts of Odisha.

Asian Journal of Research in Business Economics and Management, 2 (4): 2249 -

7307. Available from http://www.aijsh.org/setup/business/paper135.pdf

4. Das, Debadutta. (2012).Investigation of functional analysis of consumers buyingbehaviour towards mobile handsets with a special reference to the usability of mobile

handsets: Study in coastal belt of Orissa. International Journal of Business and

Management Tomorrow, 2 (3): 2249-9962. Available from

http://www.ijbmt.com/issue/259.pdf

5. Experian Simmons. (2011). Mobile consumer report .U.S. Availablewww.experian.com/simmons

6. Karjaluoto, Heikki. et al .(2005). Factor affecting consumer choice of mobile phones :Two studies from Finland.Journal of Euro marketing(online), 14 (3). Available

http://www.haworthpress.com/web/JEM

7. Lee, Hee Seo, Kim, Taek Gyeom and Youn , Ji. (2012). A study on the factorsaffecting smart phone application acceptance. 3rd International Conference on e-

Education, e-Business, e-Management and e-Learning. Singapore. Available from

http://www.ipedr.com/vol27/6-IC4E%202012-F00009.pdf

8. Martens , J.K.J. (2010). Smart phone software market : Battle in case studies.Amsterdam.Available from http://essay.utwente.nl/60801/1/BSc_Jef_Martens.pdf

9. Monthathi, Srikes. et al.( 2009). Impact of culture on mobile phone purchasing acomparison between Thai and British consumer. . Journal of European Conference on

Information Systems. 4(3). http://www.ecis2009.it/papers/ecis2009-0515.pdf
http://www.experian.com/simmonshttp://www.experian.com/simmons


35/35

10.Natha,Garje Raviraj. (2010). To study the consumer behavior for purchasing mobilehandsets. Pune. Available from http://www.careergyaan.org.

11.Nielsen. (2011). Smart phone index. Australia. Available fromhttp://sensisdigitalmedia.com.

12.Osman, Mohd Azam. (2011). Consumer behaviours toward usage of smartphone inMalaysia. International Journal on New Computer Architectures and Their

Applications, 9(1): 25-30. Available from http://www.ipcsit.com/vol9/30-B033.pdf

13.Osman, Mohd Azam.(2012). Study of the trend of smartphone and its usage behaviorin Malaysia. International Journal on New Computer Architectures and Their

Applications, 2(1): 275-286.Available from http://www.sdiwc.net

14.SelloMokoena. (2005). Smartphones and regular cellular phones: Assessing theirimpact on students education at the University of Zululand.

http://uzspace.uzulu.ac.za

15.WDSGlobal . (2007). Smartphones: Building profitability and loyalty in the massmarket in US and UK. Available from http://www.wds.co/news

16.www.nationalserviceresources.org/filemanager/download/Evaluation/users_guide/dataanal.pdf

17.www.stat.cmu.edu/~hseltman/309/Book/chapter7.pdf.18.www.outsource2india.com/kpo/articles/questionnaire-types-of-questions.asp
http://www.wds.co/newshttp://www.nationalserviceresources.org/filemanager/download/Evaluation/users_guide/dataanal.pdfhttp://www.nationalserviceresources.org/filemanager/download/Evaluation/users_guide/dataanal.pdfhttp://www.nationalserviceresources.org/filemanager/download/Evaluation/users_guide/dataanal.pdfhttp://www.nationalserviceresources.org/filemanager/download/Evaluation/users_guide/dataanal.pdfhttp://www.stat.cmu.edu/~hseltman/309/Book/chapter7.pdfhttp://www.stat.cmu.edu/~hseltman/309/Book/chapter7.pdfhttp://www.outsource2india.com/kpo/articles/questionnaire-types-of-questions.asphttp://www.outsource2india.com/kpo/articles/questionnaire-types-of-questions.asphttp://www.outsource2india.com/kpo/articles/questionnaire-types-of-questions.asphttp://www.stat.cmu.edu/~hseltman/309/Book/chapter7.pdfhttp://www.nationalserviceresources.org/filemanager/download/Evaluation/users_guide/dataanal.pdfhttp://www.nationalserviceresources.org/filemanager/download/Evaluation/users_guide/dataanal.pdfhttp://www.wds.co/news

MBA Marketing,Er. Girish Thakur Resume Final.

Documents

Transcript of MBA Marketing,Er. Girish Thakur Resume Final.