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A FIELD REPORT
ON
STUDY OF BUYING BEHAVIOUR AMONGST
STUDENT TOWARDS SMARTPHONE & TABLET PC
SUBMITTED
TO
MATRIX BUSINESS SCHOOL
BY
SOURABH SEHGAL
MMM SEMESTER-II
THE FULLFILMENT OF MASTER OF MARKETING MANAGEMENT COURSE OF
UNIVERSITY OF PUNE
MATRIX BUSINESS SCHOOL PUNE-41
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MATRIX BUSINESS SCHOOL PUNE-41
CERTIFICATE
This is to certify that the Project titled Field Work is a Bonafide work carried
out by Mr. SOURABH SEHGAL student of MASTER OF MARKETING
MANAGEMENT Semester -II of MATRIX BUSINESS SCHOOL, PUNE under
University of Pune, in the Year 2011-2013.
Director Internal Guide
DR.J.N.POL Prof. Ganesh.P.Datere
(..) ()
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DECLRATION
I SOURABH SEHGAL student of the Master of Marketing Management hereby
declare that all information, facts and figures in this report are based on my
own findings and experience in the Pune city. I also hereby declare that all the
facts, figures and information given in this report is absolutely correct.
This information has been used for purely academic purpose.
SOURABH SEHGAL
MMM SEMESTER-II
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Acknowledgement:
We take this opportunity to express our gratitude towards those who played animportant role in shaping our career and enabled us to reach this stage.
Our sincere thanks to our guide and professor for his undaunted and esteemed
guidance which helped us to work earnestly to complete our project
successfully.
We would also like to express our thanks to Matrix Business School and
especially our Director Dr. J.N.POL and our professor Mr. Ganesh.P.Datere for
their immense support to help us achieve our goal.
Finally we remain thankful to all those, who have contributed directly or
indirectly towards the completion of our project.
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Table of contents :
Title Page no
1) Abstract 06
2) Introduction 07
3) Literature Review 13
4) Objectives of study 17
5) Research Methodology 18
a) Sampling Design 22
6) Data Analysis 23
7) Findings 40
8) Suggestion 41
9) Limitation 42
10) Conclusion 43
11) Annexure 44
12) Biblography 47
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Abstract
The prime objective of the research is to understand the buying behaviour of student while
buying smart phone & tablet pc in Pune. The study concludes that the smart phone & tablet
pc users of age group of 18-26 years are less price sensitive than consumers of other groups;
rather they consider physical appearance, brand, value added features, and core
technical features more important than users of any other age groups. The difference was
highest for the brand closely followed by core technical features of the handset. Gender
differences have also existed for these factors. Smart phone markets are one of the most
turbulent market environments today due to increased competition and change. Thus, it is of
growing concern to look at student buying decision process and cast light on the factors that
finally determine student choices between different smart phone & Tabletpc brands. On this
basis, this research deals with student choice criteria in smart phone & Tablet pc market. It is
found that although the choice of a smart phone & tablet pc is a subjective choice situation,
there are some general factors that seem to guide the choices; price, brand, interface, and
properties are the most influential factors affecting the actual choice between brands.
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INTRODUCTION
EVOLUTION OF TABLETPC:
A tablet computer, or a tablet, is a mobile computer larger than a mobile phone
or personal digital assistant, integrated into a flat touch screen and primarily operated by
touching the screen rather than using a physical keyboard. It often uses an onscreen virtual
keyboard, a passive stylus pen, or a digital pen.
The term may also apply to a variety of form factors that differ in position of the
screen with respect to a keyboard. The standard form is called slate, which does not have an
integrated keyboard but may be connected to one with a wireless link or a USB
port. Convertible notebook computers have an integrated keyboard that can be hidden by
a swivel joint or slide joint, exposing only the screen for touch operation. Hybrids have a
detachable keyboard so that the touch screen can be used as a stand-alone
tablet.Booklets include two touch screens, and can be used as a notebook by displaying a
virtual keyboard in one of them.
Early examples of the information tabletconcept originated in the 19th and 20th
centuries mainly as prototypes and concept ideas. First commercial portable electronic
devices based on the concept appeared at the end of the 20th century. During the 2000s
Microsoft attempted a relatively unsuccessful product line with Microsoft Tablet PC, which
carved a niche market at hospitals and outdoor businesses. In 2010 Apple released the
iPad based on the technology developed in parallel with their previous iPhone, and reached
worldwide commercial success.
EVOLUTION OF SMARTPHONES
The evolution ofsmart phones follows the phones. In general, all models take pictures and
read music files and video, although the quality is not always optimal. Most devices already
have Wi-Fi function, which allows access to the Net via wireless home networks or hotspots.
One of the latest innovations is the integration in smart phones, a GPS antenna. To be a
complete navigation system, it needs a browser, maps and car kit, still not widespread.
India is the worlds 12th largest consumer market. It is projected that by 2025, it will
be ahead of Germany and will become the fifth largest economy of the world. There is an
explosive growth in almost all the areas of consumer goods and services. Communication that
accounts for 2 percent of consumers spending today will be one of the fastest expandingcategories with growth of about 13 percent (McKinsey, 2007).
http://en.wikipedia.org/wiki/IPadhttp://en.wikipedia.org/wiki/IPhonehttp://marklaro.hubpages.com/hub/HTC-Touch-Diamond2http://marklaro.hubpages.com/hub/The-BlackBerry-Curve-8900http://marklaro.hubpages.com/hub/The-BlackBerry-Curve-8900http://marklaro.hubpages.com/hub/HTC-Touch-Diamond2http://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/wiki/IPad7/31/2019 Final Project Sourabh
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Mobile telecommunication industry has shown a tremendous growth over the last few
years and at present there are about twenty crore (1 crore = 10 million) subscribers of the
mobile telecom services in the country. The market for the mobile handset is also growing
with the growing demand for mobile telecom services. This demand will continue to grow in
future also. India at present is the second largest market for mobile handsets (Indian Brand
Equity Foundation, 2005). The growth in this sector has been improved due to liberalization
of telecommunication laws and policies. The consumers of both rural and urban areas, from
college - going students to mature elders, of almost all income groups have started using
mobile telecom services. The growth is fastest in mobile services as compared to fixed lines
where it is modest (The World Fact book, 2008). Some of the consumers particularly college
- going students have to rely on their parents for the buying of products lik mobile handset
and automobile.
DIFFERENT FORMS OF TABLET PC:
Slate:
Slate computers, which resemble writing slates, are tablet computers without a
dedicated keyboard. For text input, users rely on handwriting recognition via an active
digitizer, touching an on-screen keyboard using fingertips or a stylus, or using an external
keyboard that can usually be attached via a wireless or USB connection.
Booklet:
Booklet computers are dual-touch screen tablet computers that fold like a book.
Typical booklet computers are equipped with multi-touch screens and pen writing recognition
capabilities. They are designed to be used as digital day planners, Internet surfing devices,
project planners, music players, and displays for video, live TV, and e-reading.
Convertible:
Convertible notebooks have a base body with an attached keyboard. They more
closely resemble modern laptops, and are usually heavier and larger than slates.
Typically, the base of a convertible attaches to the display at a single joint called a swivel
hinge or rotating hinge. The joint allows the screen to rotate through 180 and fold down on
top of the keyboard to provide a flat writing surface. This design, although the most common,
creates a physical point of weakness on the notebook.
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DIFFERENT BRAND NAMES FOR SMART PHONE/TABLET PC:
SMARTPHONE BRANDS TABLETPC BRANDS
SAMSUNG APPLE
NOKIA SAMSUNG
APPLE BLACKBERRY
BLACK BERRY AKASH
SONY HP
LG DELL
HTC SONY
SPICE ACER
COMPAQ
HTC
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Factor affecting smart phone and Tablet pc:
Factor affecting smart
phone,Tabletpc.
Price
Size
Brand
Operating system
Reason to change mobilephone to smart phone
,Tablet c.
Technical problems.
New features
Innovators status
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Future growth:
Smartphone:
worldwide handset shipment are expected to grow at CAGR of 6% during theperiod of 2010-2015,worldwide smart-phone shipment will record a growth rate over 3 times
larger.
Despite the worldwide economic slowdown the smart-phone market registered a
modest growth rate of 16.4 % during 2008-09. In 2010 smart-phone shipment grew at an
impressive rate and the growth rate driven for the rebound in 2010s total handset shipment.
The worldwide handset market witnessed a growth rate of 12.2% during 2009-10. Primarily
driven by 76.5% growth in smart-phone during the same period. The share is expected to
approach 40% by the end of 2015.
Tablet Pc:
A special report from research firm Gartner suggests that tablets, which are quickly
picking up steam in both consumer and business sectors, are having a profound impact on
people's computing habits and will reshape the way we interact with technology.
Gartner estimates that tablets are still 5 to 10 years away from mainstream acceptance. By
that point, the tablet will likely no longer be a novelty or a technology used by the select few,
but a media device that has become nearly as commonplace as the laptop or desktop PC.
With this growth, tablets will influence other areas of the PC market. For example,
multi-touch interfaces are already creeping into the computer market at large. Within the next
decade, Gartner predicts, multi-touch will become the standard interface for electronic
devices and PCs.
Tablets may also go as far as replacing a number of electronic devices. This is already
occurring among net-book computers, but it could eventually extend to devices used for
gaming, watching video and various work tasks.
Several experts and industry observers note that the tablet's growth means PCs need to
evolve to stay relevant. Developments in portability and productivity are currently underway,
but whether these advances can spark new life into the PC market remains to be seen.
http://shop.lenovo.com/us/products/tablets/http://shop.lenovo.com/us/products/laptops/http://shop.lenovo.com/us/products/desktops/?menu-id=learn¤t-catalog-id=12F0696583E04D86B9B79B0FEC01C087¤t-category-id=440512051F02456085CA73B63EDE0730http://shop.lenovo.com/us/products/laptops/ideapad/s-series/index.htmlhttp://shop.lenovo.com/us/products/laptops/ideapad/s-series/index.htmlhttp://shop.lenovo.com/us/products/desktops/?menu-id=learn¤t-catalog-id=12F0696583E04D86B9B79B0FEC01C087¤t-category-id=440512051F02456085CA73B63EDE0730http://shop.lenovo.com/us/products/laptops/http://shop.lenovo.com/us/products/tablets/7/31/2019 Final Project Sourabh
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Buying behaviour:
There are various factors that affect buying behaviour of students while buying
Smartphone & Tabletpc. Family income is also one of the factors that influence their buying
behaviour. Family having higher income group prefer both Smart-phone & Tablet pc. Family
having lower income group prefer either smart phone or tablet pc. Student are also brand
sensitive and they are highly influence by brand of their choice, apart from that their buying
behaviour varies on different factors like friends that influence their mode of buying
behaviour, information from internet is second most important factor, advertisement and print
media also play an important role while buying Smartphone & Tabletpc. Operating system is
an important factor that influences their buying behaviour. There are other factor also like;
high quality camera, battery backup, internet interface also influence their buying behavior.
Place plays an important role for buying such devices. Company showroom is most preferred
place for youth to buy Smartphone & Tabletpc.
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
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LITERATURE REVIEW
REVIEW 1:-
From marketing perspective, youth buying behavior can be studied through the
classical five-step (needinformation searchevaluation of alternativespurchasepost-
purchase evaluation) problem solving paradigm or through the progression of youth choice
from a product class to brand choice (Dorsch, Grove, and Darden, 2000). The five-step model
is usually suitable for decision making that assumes rational problem solving behavior and, in
most cases, complex decision making. The acquisition of a new smart phone follows this
traditional view of buying process, but is in many situations also affected by symbolic values
related to brands. Youth choice behaviour has some important prevailing conditions that must
be taken into account while studying choice. In the light of the classical problem solving
youth behaviour, consumers engage in information search before making the actual choice.
Youth decision making process is usually guided by already formed preferences for a
particular alternative. This means that youths are likely to make the choice between
alternatives based on limited information search activity (Beatty and Smith, 1987; Moorthy,
Ratchford and Talukdar, 1997) and without detailed evaluation of the other alternatives (Alba
and Hutchinson, 2000; Chernev, 2003; Coupey, Irwin and Payne, 1998; Slovic, 1995). Youth
would eliminate a brand that does not fulfill the standards on one or two of the most
important attributes, even it is positive on all other attributes. We limit our research in this
paper to youth choice that can range from choice oriented referring to a decision on which
alternative to purchase from a set of alternatives, whether or not to purchase, or whether to
purchase now or later to value oriented choice (Shuv and Huber,2000). The latter refers to an
evaluation setting, in which each alternative is evaluated on different value criteria.
Furthermore, youth choice behaviour can either be approached by utilizing different choice
models (see, e.g., Chintagunta, 1999; Bockenholt and Dillon, 2000; Swait and Adamowicz,
2001) or neural networks to model selection decisions (e.g., Papatla, Zahedi and Zekic-Susac,
2002). Papatla et al. (2002) examined empirically brand choice and store choice in regard to
margarine, detergent and tissue. The research found that while neural networks have higher
probability of resulting in a better performance, hybrid models guaranteed equal or better
results than stand alone models. It has also been pointed that many decision strategies used by
youth can change due to person-, context-, and task-specific factors (Dhar, Nowlis and
Sherman, 2000; Swait and Adamowicz, 2001). Therefore, mathematical modeling has its
limitations in regard to the fact that youth tend to utilize different approaches to make
choices. Thereby, researchers should pay more attention to factors like task complexity and
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context in modelling choice behaviour (cf. Swait and Adamowicz, 2001). Moreover, Coupey,
Irwin and Payne (1998) found that the influence of task and context factors might. Limited
information search and evaluation of alternatives led to a situation in which youth choice is
also driven by hedonic considerations (e.g., Dhar and Wertenbroch, 2000). In general, a
common distinction to be made is that while the utilitarian goods usually are primary
instrumental and functional, hedonic goods provide fun, pleasure and excitement. It has been
noted that many choices have both utilitarian and hedonic features (Batra and Ahtola, 1990),
and thus it can also be proposed that the choice between smart phones has both utilitarian
(e.g., communication, time planning) and hedonic (e.g., games, camera) features. The
younger the consumer the more hedonistic features consumers tend to value in mobile phones
(Wilska, 2003). Be greater in situations in which youth has little prior knowledge and
experience. Quite similarly, youth choice can also be approached from the perspective of
conscious and non conscious choice (e.g., Fitzsimons et al., 2002). Quite many choice
situations occur outside of conscious awareness and with limited information search (Kivetz
and Simonson, 2000) and it can be stated that many choices have both conscious and non
conscious motives.
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REVIEW 2:-
Sabnavis (2002) identified three different consumer types of three generations in
India. Traditional consumers of pre-liberalization phase (1960-70s) were, stable, inward
looking and had limited choices. They kept their family needs on the top and their own
personal needs were subordinate to their family needs. They avoided risk. In the transient
phase (1980-
90s), the youth were more risk taking than their predecessors. They had experienced multi-
choices and had a tendency to be better off than their parents. Economically, they had no
fears or concerns. The new millennium youth tends to enjoy life. He has greater self-control,
and looks for personal style and pleasure. Exposures to variety of products and enhancement
of economic status have changed the attitudes of the upper middleclass consumers towards
brands. Indian society being hierarchical in nature is therefore, status conscious (Sahay and
Walsham, 1997). Indians give very high value to brands. In India, a brand is a cue to quality
because the quality of the unbranded products varies widely (Johansson, 1997). According to
study conducted by Maxwell (2001) on testing of homogeneity versus heterogeneity of global
consumption in a cross-cultural price/brand effect model; Indian consumers in comparison to
Americans are tougher for the marketers to sell their products. However he found Indian
consumers more price and less brand conscious.
Technological innovations such as smart phones and tablet pc have attracted the
attention of marketing researchers as regards to their adoption process (Saaksjarvi, 2003).
Rogers (1976) has provided a classification of adopters in terms of innovators, early adopters,
early majority, late majority and laggards. But now youths are also looking into the
compatibility of the new products to their self-image and life style (Saaksjarvi, 2003). Funk
and Ndubisi (2006) observed a considerable association between colour and the choice of an
automobile. The study further identifies the gender moderation on the relationship between
different colour dimensions and the product choice. According to Barak and Gould (1985),
younger consumers are greater fond of fashionable/stylish products than older ones. Young
consumers are normally more willing to try new products and they are interested in asking
more information than older ones. It makes them self-confident and that is why they are more
likely to be opinion leaders and less hesitant in brand switching. But one should not ignore
the older consumers also. The studies have revealed that the older consumers are wealthy,
innovative and they also have a tendency to be the part of a typical consumption system
(Szmigin and Carrigan, 2001). They can be a prime market for the luxury products. However
they give more preference to comfort or convenience than any other feature of the product. It
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also needs to be recognized that most older people accept and enjoy their life stage, and are as
willing to spend their money as any other generation, but only if the product and the message
are relevant (Carrigan and Szimigin, 1999). On the other hand, the youth, which is more
informed, pragmatic, opportunistic, demanding and restless, will always seek excitement in
products and services (Sharma, 2004). It is normally perceived that young buyers try new
products, seek greater information and are more self-confident in decision-making. Elderly
consumers are selectively innovative and they accept only those innovations that provide
exclusive benefits (Nam et al, 2007). Therefore, age and life cycle can be the delicate
variables (Kotler and Keller, 2006) ain the consumer behaviour process.
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Objectives :-
The aim of this study is to shed light on student buying behaviour towards
Smartphone & Tablet PC. More specifically, the objectives of the study are:
1. To find preference of student amongst Smartphone & Tablet Pc.
2. To find which brands are preferred by student amongst Smartphone & Tablet Pc.
3. To find features that attracts students while buying Smartphone & Tablet Pc.
4. To understand buying behavior of student while buying Smartphone & Tablet PC.
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Research Methodology
Research can defined as the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art
Types of research undertaken
Descriptive research
For this study, a descriptive methodology of research has been adopted. Descriptive research
includes surveys and fact findings enquiries of different types. The major purpose of
descriptive research is description of the state of affairs as it exists at present .In the social
science and business research we quite often use the term Ex-post facto research for
descriptive research studies. The main characteristics of this method are that the researcher
has no control over the variables; he can only report what has happened or what is happening.
Methods of data collection undertaken
Data can be defined as the quantitative or qualitative values of a variable. Data is plural of
Datum which literally means to give or something given. Data is thought to be the lowest unit
of information from which other measurements and analysis can be done. Data can be
numbers, images, words, figures, facts or ideas. Data in itself cannot be understood and to to
get information from the data one must interpret it into meaningful information. There are
various methods of interpreting data. Data sources are broadly classified into primary and
secondary data.
Importance of Data and Data Collection:
Data is one of the most important and vital aspect of any research studies. Researches
conducted in different fields of study can be different in methodology but every research is
based on data which is analyzed and interpreted to get information.
Data is the basic unit in statistical studies. Statistical information like census, population
variables, health statistics, and road accidents records are all developed from data.
Data is important in computer science. Numbers, images and figures in computer are all data.
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Primary Data
Primary data is important for all areas of research because it is unvarnished information aboutthe results of an experiment or observation. It is like the eyewitness testimony at a trial. No
one has tarnished it or spun it by adding their own opinion or bias so it can form the basis of
objective conclusions.
1. Identificationo Primary data is the specific information collected by the person who is doing
the research. It can be obtained through clinical trials, case studies, true
experiments and randomized controlled studies. This information can be
analyzed by other experts who may decide to test the validity of the data by
repeating the same experiments.
Significance
o Suppose that you are researching the effects of a certain new substance on the
nervous system of mice. Because yours will be the first such experiment, the
data that you collect will be considered prospective in nature. It can be used to
establish a baseline from which other follow-up experiments can be devised.
In the education context, prospective primary data about the kindergartners in
a school district might be to collect the actual test results from the first day of
school showing how many could write their names, count to 20, and retell a
simple story in a logical way. The information forms the base-line from which
the district must move their students so that they can meet the state standards
for entering first graders within the next 180 days.
Types
o Primary data can also be retrospective, interventional and observational innature. Retrospective primary data gathers information about past conditions
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or behaviours. The researcher may be investigating a cause of a preventable
disease, for instant as in the connection between smoking and lung cancer.
Interventional primary data may be gathered to see the effect of a new drug or
therapy. A recent study reported in the Journal of Ophthalmology, for
example, described an interventional study about treatments for convergence
insufficiency. Patients with this diagnosis received one of three treatments
over a 12-week period to determine which intervention would be the most
effective. Observational studies gather primary data by means of case studies
such as the work done by naturalists like Jane Goodall on chimpanzees in the
wild.
Features
o Two strategies are commonly employed when researchers gather primary data:
randomizing and blinding. Both of these strategies serve to keep the results
objective. Both involve limiting the information given either to the researcher
or the subject about which test group a subject has been assigned. The
researcher is prevented from imposing her bias on the data so she may be a
more careful observer. The subject is prevented from becoming either
encouraged or discouraged by any previous opinions about the treatment, in a
drug trial for example, that he may have started with.
Potential
o Once the primary data has been gathered, analysts study it using other research
methods. They look for relationships between factors that may suggest the
designs for new studies. When they combine the primary data from more thanone study, they are using integrative methods. Their findings present
secondary data, a synthesis of several streams of primary data.
Primary Data collection for our research:-
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We have collected the data by the way of Questionnaires. The survey has been
conducted in the Pune city. Mainly we have collected our data from students of different
streams.
Secondary data
Secondary data is the data that have been already collected by and readily available from
other sources. Such data are cheaper and more quickly obtainable than the primary data and
also may be available when primary data can not be obtained at all.
Advantages of Secondary data
1. It is economical. It saves efforts and expenses.
2. It is time saving.
3. It helps to make primary data collection more specific since with the help of
secondary data, we are able to make out what are the gaps and deficiencies and what
additional information needs to be collected.
4. It helps to improve the understanding of the problem.
5. It provides a basis for comparison for the data that is collected by the researcher.
Secondary Data collection for our research:-
Secondary data was collected through Internet and various books.
Both primary and secondary data have been used as the source of information for the
collection. Primary data is that which is collected afresh and for first time, and thus happen to
be original in character. We have done primary data collection through a questionnaire. A
questionnaire consists of number of questions relevant to the objective of research and are
printed or typed in a definite order on the form or sets of form. For this research respondents
were personally provided with questionnaire and were requested to read, understand and
write down reply in space meant for answering various question in questionnaire itself in
presence of researcher. In the research undertaken, the questionnaire consists of eleven
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questions concentrating on primary and secondary objective of research. As secondary data,
various data from various papers, articles from newspapers, Internet have been used.
Survey Instrument
A structured Questionnaire was used to collect data. Questionnaire was sought to be
the best tool for the collection of data. Our research population was pune city & therefore it
was very difficult to survey such a large number of respondents through personal interviews
observations. Questionnaire was useful in this regards and was cheaper way to collect
information. This method also helped since questions were simple to administer & analyze.
The questionnaire consists mainly two types i.e. open ended and closed ended. The questions
were designed in a way to achieve the objectives of our research. A sample questionnaire has
been attached in the annexure.
Sampling method
Within any of the types of frame identified, a variety of sampling methods can be employed,individually or in combination. Factors commonly influencing the choice between these
designs include:
Nature and quality of the frame
Availability of auxiliary information about units on the frame
Accuracy requirements, and the need to measure accuracy
Whether detailed analysis of the sample is expected
Cost/operational concerns
Sampling Design
After deciding the approach to our research and instrument , the sampling plan was
decided which includes
UniverseStudents in Pune city
Sampling Size200
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Sampling Method - Purposive sampling method.
Statistical Tool- Excel sheet & SPSS software.
DATA ANALYSIS
1. AGE
INTERPRETATION:-Above data shows that students having age 23 are the highest
respondent, followed by students having age 21, 22 &20.
2. GENDER
12
23
42
34
48
22
118 AGE
19(6)
20(11.
5)
21(21)22(17
)23(24
)24(11
)25(5.5
)26(4)
134
66
GENDER
MALE (67)
FEMALE(33)
AGE Responds %age
19 12 6
20 23 11.5
21 42 21
22 34 17
23 48 24
24 22 11
25 11 5.5
26 8 4
Total 200 100
GENDER RESPONDS %GENDER
MALE 134 67
FEMALE 66 33
TOTAL 200 100
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INTERPRETATION:-Above data shows that 0ut of 200 respondents there are 67% Male
&33% Female. From this data we can say that Male respondents are double of female
respondents.
3. QUALIFICATION
INTERPRETATION:-From above data we can say that students having graduate degree are
the highest respondent & students having PG degree are the least respondents.
4. FAMILY INCOME
60
103
37 QUALIFICATION
UG(30)
G(51.5)
PG(18.5)
22
42
3833
65
FAMILY INCOME
10-20K(11)
20-30K(21)
30-40K(19)
40-50K(16.5)
50K &ABOVE(32.5)
QUALIFICA
TION
RESPONDS %
UG 60 30
G 103 51.5
PG 37 18
TOTAL 200 100
FAMILY
INCOME
RESPONDS %
10-20K 22 11
20-30K 42 21
30-40K 38 19
40-50K 33 16.5
50K &
ABOVE
65 32.5
TOTAL 200 100
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INTERPRETATION:-Above data shows that family having 50k & above income are the
highest respondents & family having 10-20k income are the least respondent.
Objective 1:-To find preference of student amongst SmartPhone &TabletPc
-ATTRIBUTION BETWEEN GENDER OF STUDENTS & PREFERENCE AMONGST
SMARTPHONE & TABLETPC
INTERPRETATION:- The above table shows that Smartphone are most preferred amongst
male student while Tablet Pc are most preferred amongst female students
6. SMARTPHONE/TABLETPC
0
20
40
60
80
100
120
FEMALE MALE
N/A
SP
TP
GENDER N/A SP % TP % TOTAL
F 9 37 56% 20 30% 66
M 10 99 73% 25 18% 134
TOTAL 19 136 45 200
DEVICE RESPONDS %
SMARTPHONE 136 68
TABLET PC 45 22.5
NA 19 9.5
TOTAL 200 100
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INTERPRETATION:-Above data shows that out of 200 respondents there are 136 students
having smartphone,45 students having tablet pc & 19 students having neither smart-phone
nor tablet pc.
Objective 2:-To find which brands are preferred by student amongst Smart-
Phone & Tablet Pc
7. SMARTPHONE-BRANDS
BRANDS RESPONDS
SAMSUNG 50
NOKIA 30
APPLE 23
BLACK BERRY 18
SONY 7
LG 5
HTC 2
SPICE 1
TOTAL 136
INTERPRETATION: - Above data shows that Samsung is the most preferred brand among
youth. Maximum no of youth are using Samsung, Nokia stands second having 28 users
&Apple stands third having 20 users. Apart from that Blackberry, Sony, LG, HTC &spice
have some users.
136
45
19
SMARTPHONE/TABLETPC
SMARTPHONE(68)
TABLETPC(22.5)
NA(9.5)
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8. TABLETPC-BRANDS
BRANDS RESPONDS
APPLE 12
SAMSUNG 10
BLACKBERRY 9
AKASH 4
HP 3
DELL 2
SONY 2
ACER 1
COMPAQ 1
HTC 1
TOTAL 45
INTERPRETATION: - Above data shows that Apple is the most preferred tablet pc brand
among student having 13users, followed by Samsung having 10 users. Blackberry & Akash
is also having their existence among youths.
9. TOP THREE BRANDS OF SMARTPHONE AMONGST STUDENT
BRANDS RESPONDS
SAMSUNG 149
NOKIA 91
APPLE 96
INTERPRETATION: - Above data shows that Apple is the most preferred brand among
youth if they have given first choice, followed by Samsung & Nokia.If youth have given
second choice then Samsung is their first preference, Nokia is second preference & Apple is
their third preference. If they have given third choice Samsung is still their first preference
followed by Nokia & Blackberry having second and third preference.
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9. (B).TOP THREE TABLETPC BRANDS AMONGST YOUTH
FIRST CHOICE
BRANDS RESPONDSAPPLE 126
SAMSUNG 117
SONY 57
INTERPRETATION:-Above data shows that Apple is the most preferred tabletpc brand
among youth if they have given first choice followed by Samsung &Blackberry. If youth
have second choice then Samsung is the most preferred brand by youth, followed by Apple &
sony.if they have given third choice then Samsung is still the most preferred brand among
youth, followed by Sony & HTC.
Objective 3:-To find Feature that attract students while buying SmartPhone &
TabletPc
12. IMPORTANCE OF FEATURES
SMARTPHONE
12_A:-OPERATING SYSTEM
130
53
83
6
OPERATING SYSTEM
VERY
IMPORTANT(6
5)
2(26.5)
RATINGS RESPONS (%)
V-IMP(1) 130 65
2 53 26.5
3 8 4
4 3 1.5
LEAST IMP 6 3
TOTAL 200 100
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INTERPRETATION:- Above data shows that out of 200 students there are 65% students
who has given operating system very important feature while buying Smartphone & only 3%
students have given it least importance.
12_B:-HIGH QUALITY CAMERA
INTERPRETATION:- Above data shows that out of 200 students there are 37% who has
given high quality camera as very important feature & only 4% have given it as a least
imporyance.
74
66
24
28
8
HIGH QUALITY CAMERA
VERY
IMPORTANT(37)
2(33)
3(12)
4(14)
LEAST
IMPORTANT(4)
RATINGS RESPONDS %
V-IMP 74 37
2 66 33
3 24 12
4 28 14
LEAST IMP 8 4
TOTAL 200 100
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12_C:- BATTERY BACKUP
INTERPRETATION:- Above data shows that out of 200 students there are 43% who has
given battery as very important features & only 4% students have given it as a least
importance.
12_D:-PORTABILITY
INTERPRETATION:- Above data shows that out of 200 students ther are 31.5% students
who has given portability as a very important feature while buying smartphone & 20.5%
students have given it as aleast preference.
86
46
42
224
BATTERY BACK UP
VERYIMPORTANT(43)
2(23)
3(21)
4(11)
LEAST
IMPORTANT(4)
63
44
38
14
41
PORTABILITYVERY
IMPORTANT(31.5)
2(22)
3(19)
4(7)
LEASTIMPORTANT(20.5)
RATINGS RESPONDS %
V. IMP(1) 86 43
2 46 23
3 42 21
4 22 11
LEAST
IMP(5)
4 2
TOTAL 200 100
RATINGS RESPONDS %
V. IMP(1) 63 31.5
2 44 22
3 38 19
4 14 7
LEAST
IMP(5)
41 20.5
TOTAL 200 100
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12_E:-INTERNET INTERFACE
INTERPRETATION:- Above data shows that out of 200 students there are 53% students
who has given internet interface as very important feature while buying smartphone & only
3.5% students have given it as least importance
13.TABLETPC:-
13_A:-OPERATING SYSTEM
106
49
23
157
INTERNET INTERFACEVERY
IMPORTANT(53)
2(24.5)
3(11.5)
4(7.5)
LEASTIMPORTANT(3.5)
130
45
15
4
6
OPERATING SYSTEM
VERY
IMPORTANT(65)
2(22.5)
3(7.5)
4(2)
LEAST
IMPORTANT(3)
RATINGS RESPONDS %
V. IMP(1) 106 53
2 49 24.5
3 23 11.5
4 15 7.5
LEAST
IMP(5)
7 3.5
TOTAL 200 100
RATINGS RESPONDS %
V-IMP(1) 130 65
2 45 22.5
3 15 7.5
4 4 2
LEAST
IMP
6 3
TOTAL 200 100
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INTERPRETATION:- Above data shows that out of 200 students there are 65% who has
given operating system as very important feature while buying tabletpc & only 3% student
have given it as least importance.
13_B:-HIGH QUALITY CAMERA
INTERPRETATION:- Above data shows that out of 200 students there are 29.5 %
STUDENTS who has given high quality camera as very important features & only 16% have
given it as least important feature.
13_C:-BATERRY BACKUP
59
62
28
19
32
HIGH QUALITY CAMERA
VERY IMP(29.5)
2(31)
3(14)
4(9.5)
LEAST
IMPORTANT(16)
RATINGS RESPONDS %
V-IMP(1) 59 29.5
2 62 31
3 28 14
4 19 9.5
LEAST
IMP
32 16
TOTAL 200 100
RATINGS RESPONDS %
V-IMP 95 47.5
2 36 18
3 34 17
4 24 12
LEAST
IMP
11 5.5
TOTAL 200 100
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INTERPRETATION:- Above data shows that out of 200 students there are 47.5% students
who has given battery backup as very important feature while buying tabletpc & only 5.5%
have given it as least importance feature.
13_D:-PROTABILLITY
INTERPRETATION:- Above data shows that out of 200 students there are 33% students
who has given PROTABILITY as a very important feature while only 7.5 % students have
given it as least importance feature.
95
36
34
24
11
BATTERY BACKUP
VERY
IMPORTANT(47.5)
2(18)
3(17)
4(12)
LEAST
IMPORTANT(5.5)
66
41
52
26
15
PROTABILITY
VERY
IMPORTANT(33)
2(20.5)
3(26)
4(13)
LEAST
IMPORTANT(7.5)
RATINGS RESPONDS %
V-IMP 66 33
2 41 20.5
3 52 26
4 26 13
LEAST IMP 15 7.5
TOTAL 200 100
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13_E:-INTERNET INTERFACE:-
INTERPRETATION: Above data shows that out of 200 students there are 55% students who
has given internet interface as very important feature while buying tabletpc & only 6%
students has given it as least importance feature.
13_F:-LARGER SCREEN
INTERPRETATION:- Above data shows that out of 200 students there are 54.5 % students
who has given larger screen as very important feature & only 4% students have given it as
least importance feature.
11054
14
1012
INTERNET INTER FACEVERY
IMPORTANT(55)
2(27)
3(7)
4(5)
LEASTIMPORTANT(6)
109
55
23
5 8
LARGER SCREEN
V-IMP(54.5)
2(27.5)
3(11.5)4(2.5)
LAST IMP(4)
RATINGS RESPONDS %
V-IMP 110 55
2 54 27
3 14 7
4 10 5
LEAST
IMP
12 6
TOTAL 200 100
RATINGS RESPONDS %
V-IMP 109 54.5
2 55 27.5
3 23 11.5
4 5 2.5
LEAST
IMP
8 4
TOTAL 200 100
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Objective 4:- To understand buying behaviour of student while buying Smartphone &
Tablet PC.
10. PURPOSE
10_A:-ENTERTAINMENT
INTERPRETATION:-Above data shows that out of 200 respondents there are 57% students
who are using Smartphone for entertainment purpose &43% students are using tabletpc for
entertainment purpose. From this data we can say that students prefer Smartphone for
entertainment purpose.
10_B:-BUSINESS & EDUCATION APPLICATION
INTERPRETATION:-Above data shows that out of 200 students there are 59% students who
prefer tablet pc for business & educational application & 41% students prefer Smartphone for
same purpose.
114
86
ENTERTAINMENT
SP(57)
TP(43)
82
118
BUSINESS &EDU APPLI
SP(41)
TP(59)
ENT RESPONDS %
SP 114 57
TP 86 43
TOTAL 200 100
BUS/EDU
APPLI
RESPONDS %
SP 82 41
TP 118 59
TOTAL 200 100
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10_C:-STATUS
INTERPRETATION:-Above data out of 200 students there are 51% students who preferSmartphone for status purpose & 49% prefer tabletpc for the same purpose.
10_D:- DATA STORAGE
INTERPRETATION:-Above data show that out of 200 students there are 73.5% students
who prefer tabletpc for the data storage &26.5% students prefer Smartphone for the same
purpose.
102
98
STATUS
SP(51)
TP(49)
53
147
DATA STORAGE
SP(26.5)
TP(73.5)
STATUS RESPONDS %
SP 102 51
TP 98 49
TOTAL 200 100
DATA
STORAGE
RESPONDS %
SP 53 26.5
TP 147 73.5
TOTAL 200 100
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11. INFORMATION SOURCES
11_A:-FRIENDS
INTERPRETATION:Above data shows that out 200 students 55.5% students consider
Friends as a excellent information source while buying smartphone & table tpc
11_B:-INTERNET
111
12
71
6
INFO/SOUR-FRIENDS
EXCELLENT(55
.5)GOOD(6)
FAIR(35.5)
81
24
91
4
INTERNET
EXCELLENT(40.5)
GOOD(12)
FAIR(45.5)
POOR(2)
INFO/SOUR
CE
RESPON
DS
%
EXCELLEN
T
111 55.5
GOOD 12 6
FAIR 71 35.5
P00R 6 3
TOTAL 200 100
INFO/SOUR RESPONDS %
EXCELLENT 81 40.5
GOOD 24 12
FAIR 91 45.5
POOR 4 2
TOTAL 200 100
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INTERPRETATION:-Above data shows that out of 200 students there are 40.5% students
who consider internet as excellent information source & 45.5% consider it as a fair source of
information.
11_C:-ADVERTISMENT
INTERPRETATION:- Above data shows that out of 200 students there are 16% students
who consider advertisement as a excellent information source while 36% consider it as a fair
source of information.
11_D:-POINT OF SALE
32
6072
36
ADVERTISMENT
EXCELLENT(16
)
GOOD(30)
FAIR36)
POOR(18)
22
65
74
39
POINT OF SALE
EXCELLENT(11)
GOOD(32.5)
FAIR(37)
POOR(19.5)
INFO/SOUR RESPONDS %
EXCELLENT 32 16
GOOD 60 30
FAIR 72 36
POOR 36 18
TOTAL 200 100
RATINGS RESPONDS %
EXCELLENT 22 11
GOOD 65 32.5
FAIR 74 37
POOR 39 19.5
TOTAL 200 100
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INTERPRETATION:- :- Above data shows that out of 200 students there are 11% students
who consider point of sale as a excellent source of information while 37% consider it as a fair
source of information.
14. PLACE
INTERPRETATION:- Above data shows that out of 200 students there are 67% students
who prefer to buy from company showroom,13.5% students prefer to buy from online,8.5%
prefer to buy from traditionalshop,10% prefer to buy from shopping mall& only 1% prefer to
buy from tv shopping.
17
134
20
27
2
PLACE
TRADITIONAL
SHOPS(8.5)
COMPANY
SHOWROOM(67)
SHOPPING
MALL(10)
ONLINE(13.5)
TV SHOPPING(1)
RATINGS RESPONDS %
TRADITION
AL SHOP
17 8.5
COMPANY
SHOWROO
M
134 67
SHOPPING
MALL
20 10
ONLINE 27 13.
5
TV
SHOPPING
2 1
TOTAL 200 100
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FINDINGS
1. In term of need identification study revealed that for entertainment purpose smart-
phones is most preferred than Tabletpc while for business and education application
Tabletpc is more preferred than smart-phone for status both are equally preferred forData storage tablet pc is more preferred
2. Study revealed that for information gathering Friends, internet are most excellent
source.
3. The company showrooms are most preferred place by the student to buy a smart-
phone or a tablet
4. It was found that operating system and internet interface are very important feature
while portability is least important feature desired by students in smart-phones.
5. Similarly It was found that operating system and internet interface and large screen
are very important feature while high quality camera is least important feature desired
by students in Tabletpc
6. The owners of smart-phones preferred Samsungs smart-phone while people owing
Tabletpc preferred Apple tablet over all other tablets.
7. According to the students top three smart-phone brands are:
i)Samsung
ii)Apple
iii)Nokia
8. According to the students the top three Tabletpc brands are:
i)Apple
ii)Samsung
iii)Sony
9. when compared to female ,male students are more aware about latest technology.
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Suggestions:
1. In our research we found that company showrooms are most preferred place to buy smart-
phone & tablet pc. So company showroom should be given more importance than another
place of buying.
2. Smartphone & Tablet company should be more focused on customer satisfaction as friends
are excellent source of information gathering about Smartphone & Tabletpc.
3. Instead of focusing on another features Tablet pc & Smartphone companies should focus
on features like operating system & internet interface.
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LIMITATION
While surveying I encounter with some problems like
1. a sample size of 200 may not help to understand the views of student at large.
2. The study has done by using convenience sampling method for the collection of data
which could be the other limitation.
3. Many of the respondents were not willing to talk or fill the questionnaire freely when
asked about their incomes.
4. As funding was not provided it brought certain limitation during rsearch.
5. Time duration for conducting research is not sufficient.
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CONCLUSION
The objective of this research was to examine consumer buying behavior of Smart phones,
tablet pc and to investigate the reasons underlying the preference. The study found strong
evidence that although smart phones & tablet PC are developing at a rapid pace closer to
personal digital assistants (PDAs), many consumers tend to be unaware of the features and
services about the new models in the market posses. Further it showed that students were
more aware of the so-called curse of technology markets referring to the fact that new
technologies reduce in price over time. This expected price reduction seems to be a factor
slowing the diffusion of new models especially among lower income consumers. It also helpsto showed that there are seven factors which characterize smart phone preference: innovative
services, multimedia, design, brand and basic properties, outside influence, price, and
reliability. The first factor, innovative services explained most of the variability of the
variables indicating, together with other statistical analyses conducted, that especially men
tend to value new services in choosing between mobile phones and smart phone intending to
change their current mobile phone to newer model.
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ANNEXURE
QUESTIONNAIRE
1) NAME:
2) AGE:
3) GENDER: MALE FEMALE
4) QUALIFICATION: UNDER GRADUATE GRADUATE POST GRADUATE
5) FAMILY INCOME (PER MONTH):-
10-20K 20-30K 30-40K 40-50K 50K &ABOVE
6) DO YOU HAVE SMARTPHONE/TABLET PC?
SMARTPHONE TABLET PC
7) IF YES THEN NAME THE BRAND.
SMARTPHONE BRAND:-
TABLET PC BRAND:-
8) WHICH TOP 3 BRANDS COME IN YOUR MIND IN TERMS OF SMARTPHONE
SMARTPHONES:-1) 2) 3)
9) WHICH TOP 3 BRANDS COME IN YOUR MIND IN TERMS OF TABLET PC
TABLET PCS:-1) 2) 3)
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10) GIVE YOUR PREFERENCES TOWARDS BUYING SMARTPHONE & TABLET PC
FOR EACH OF THE FOLLOWING PURPOSE/USE(TICK ONLY 1 DEVICE FOR EACH
PUROSE)
11) RATE THE QUALITY OF INFORMATION AVAILABLE FROM FOLLOWING
SOURCES PERTAINING TO SMARTPHONE & TABLET PC
SOURCES/RATING EXCELLENT GOOD FAIR POOR
FRIENDS
INTERNET
ADVERTISEMENT
POINT OF SALE
12) RATE THE FOLLOWING FEATURES WHICH WILL IMPACT WHILE BUYING
SMARTPHONE ACCORING TO IMPORTANCE
FEATURES/RATING 1(VERY
IMP.)
2 3 4 5(NOT AT
ALL IMP.)
O.S.
H.Q. CAMERA
BATTERY BACKUP
PORTABILITY
INTERNET
INTERFACE
PURPOSES/USES SMARTPHONE TABLET PC
ENTERTAINMENT
BUSINESS &
EDUCATION
APPLICATION
STATUS
DATA STORAGE
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13) RATE THE FOLLOWING FEATURES WHICH WILL IMPACT WHILE BUYING
TABLET PC ACCORING TO IMPORTANCE
FEATURES/RATING 1(VERY
IMP.)
2 3 4 5(NOT AT
ALL IMP.)
O.S.
H.Q. CAMERA
BATTERY BACKUP
PORTABILITY
INTERNET
INTERFACE
LARGER SCREEN
14) FROM WHICH PLACE YOU WILL BUY SMARTPHONE/TABLET PC?
TRADITIONAL SHOPS COMPANY SHOWROOM
SHOPPING MALL ONLINE T.V.SHOPPING
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BIBLOGRAPHY
Books
Research MethodologyCR Kothari
Journals of consumer Research
International Journals for consumer behavior
Journals of consumer marketing
Websites
www.google.com
www.wikipedia.com
www.marketingteacher.com
http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.google.com/Top Related