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B.V.V.S
BASAVESHWAR ENGINEERING COLLEGE
(Autonomous)


DEPARTMENT OF MANAGEMENT STUDIES
MBA PROGRAMME
SUBJECT: RESEARCH METHODOLOGY AND STATISTICS
PRESENTATION ON
SMARTPHONE

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TITLE OF THE PROJECT
RESEARCH ON SMART PHONES
TO STUDY THE BUYING BEHAVIOR OF SMART PHONE


















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INDEX
Name Page. No
Introduction 4
Literature Reviews 4
Problem definition 7
Objectives 7
Research methodology 7
Analysis and interpretation 12
Findings 21
Suggestions 22
Conclusion 23
References 24
Appendix
Questionaries








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INTRODUCTION
Smartphone is a mobile device which is more than merely make and receives phone
calls, text messages, and voice mail. The basic feature of a Smartphone is able to
access to the internet. It can also access digital media such as picture, music and
videos. Also, Smartphone needs to have the ability to make use of small computer
programs called applications or apps (Weinberg, 2012). From 2007 to 2010, there are
more than 300,000 of mobile apps being developed and forecasted to have $35 billion
of revenue by 2014 (International Data Corporation, 2010). With the increasing
development in technology and telecommunication sector, numbers of Smartphone
users around the world is increasing. In the third quarter of global Smartphone market
2012, Samsung successfully overstepped Apple, according to a Reuters poll (The
Star (a), 2012).


LITERATURE REVIEWS
1. The consumer Behaviorism model suggested that consumers purchase
behavior generally passes through 5 stages, before and after the actual
purchase; include needs recognition, information search, evaluation of
alternatives, purchase decision and post-purchase behavior (Kotler and Keller,
2012). Decision making can be categorized into 3 different types, nominal
decision making, limited decision making and extended decision making.

2. Consumers value in smart phones features that enhance their personal time
planning (e.g., Jones, 2002). These high-rated features include calendar and e-
mail services. It is interesting to note that according to Jones the so-called
killer services such as gaming, gambling and music downloads are not seen
that important in the diffusion of smart phones. However, there is little support
to this argument. However, while synchronization of calendar and e-mail
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services to PCs has become easy and fast, the importance of time planning in
mobile phones becomes more and more important.

3. Another important aspect that has risen from different studies is that
consumers purchase new phones due to the fact that their existing ones
capacity is not appropriate referring to the idea that new technology features
such as built-in cameras, better memory, radio, more developed messaging
services, and color displays are influencing consumer decisions to acquire new
models (In-Stat/MDR, 2002; Liu, 2002; OKeefe, 2004). Thus it can be
expected that new features will influence the intention to acquire new mobile
phones

4 According to Cassavoy (2012), Smartphone can be defined to be a device that
enables the user to make telephone calls and at the same time has some
features that allow the user to do some activities that in the past was not
possible unless using a computer or a personal digital assistant (PDA), such as
sending and receiving e-mails, amending an office document etc. Nowadays
brand plays a very vital role in consumer buying decision. While consumers
usually go for a familiar brand, but the concept of brand transcend has
emerged beyond a trademark or name. The concept of brand encompasses
much more than a trademark. Based on the various journals, researches and
articles; several dominant factors influencing a consumer purchase decision
towards Smartphone can be drafted out. The variables under investigation in
this study include product features, brand name, price and social influences.

5 Product Features: A feature is an attribute of a product that to meet with the
satisfaction level of consumers needs and wants through the owning of the
product, usage, and utilization of a product (Kotler et.al. 2007).


6 Price: Nagle and Holden (2002) stated that price can play a role as a monetary
value whereby the consumers to trade it with the services or products that
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were being sold by the sellers. Price will always be the key concern of
consumers before making any purchasing decision.


7 Brand Name: In recent changing global environment, competitive advantage,
profitable ways and efficiencies are the most important gears that companies
are forced to seek for in order to differentiate among them in the business
world (Mei Dean and White, 1999). Brand names are the valuable assets that
help correspond quality and suggest precise knowledge structures which are
related to the brand (Srinivasan and Till, 2002).


8 Smartphone is no longer a phone for calling and instant messaging alone. For
the younger generation, online education or E-learning has growing popularity
in countries such as Malaysia, China, South Korea and India. People have
become much dependent on Smartphone by doing most of the jobs using a
Smartphone, where formerly it can be done without Smartphone. Camera,
MP3, notes, contact lists is all in the Smartphone, making people unable to do
their work without Smartphone. In the United State, with growing dependency
toward Smartphone, more people interact with the Smartphone rather than
human. People are so obsessed that company introduced thousands of apps to
make their Smartphone usage experience better (Gibson, 2011). In

9 The software of a Smartphone is the operating platform, storage memory, or
apps that run the phone. The software for a phone in the market is such as iOS,
Android, Windows, RIM Blackberry, Symbian, Bada and maemo. Among the
Smartphone user segment, Android users are the largest consist of 43%, IOS
users come second with 28%, RIM Blackberry is 18% and the rest is others.
Overall, Android is still the most popular Smartphone operating system in the
United State (Mobile, 2011). Another study on operating system Malaysians
used shows Android consist of 42%, Symbian 18%, whereas iOS, RIM
Blackberry and Windows are the same at 6% (Russell, 2012).

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PROBLEM AREA: peoples preference, satisfaction and buying
behavior on smartphone is different.
OBJECTIVES OF RESEARCH
1. To study the customer satisfaction towards smartphone
2. To study the factors influencing buying behavior towards smart phone
Research Methodology:
This study is based mainly on the primary data collected through scientifically
developed questionnaire. The questionnaire has been personally administered on a
sample size of 100 chosen on a convenient basis students and people who are using
smartphones.
Sources of data
Primary Data: The primary sources of data have been collected through
depth interview with the help of a questionnaire included the question drafted
for the enquiry about the smartphones. The questionnaire is structured.
Secondary Data:- Secondary data was collected from various journals and
internet
Sampling Procedure:
Sample size:- 100 units
Sample unit:- users of smartphones
Sample frame:- In overall Bagalkot city
Sampling Techniques:- Simple random technique




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Analyse and interpretation

Analysis: this bar chart shows smart phone users of Samsung is 68%, Nokia -12%,
Sony-11%, Apple and Micromax -4%, HTC-1%, and there is no users of Blackberry.
Interpretation: this bar chart clearly shows that the Samsung and Nokia are well
known as compared to other brands. Samsung has got more number of users [68%] of
smartphone, as customer or people are more aware of this brand. And people tend to
buy this product as compare to other products, because of its brand name, good
features, quality of the product etc.
As HTC and Blackberry has less users because of less advertisement, where Apple
and Sony has good feature but the price of Sony and Apple are high as compare to
other smartphones.




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Analysis: from the above pichart it clearly defines that the Android operating
system users is 85%, users of Windows operating system is 14% and MAC operating
system users is1%.
Interpretation: from the above bar chart it is clear that android operating system
embedded smart phone users are high as compare to other Windows and MAC
operating system. As compare to other operating system android operating system is
very easy to operate, where Windows has little bit complicated to operate.

Which operating System is embedded in your smart phone

Frequency Percent Valid Percent
Cumulative
Percent
Valid Android
85 69.1 85.0 85.0
Windows 14 11.4 14.0 99.0
Mac 1 .8 1.0 100.0
Total 100 81.3 100.0







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Analyse: performance of operating system is very easy i.e., 61% neutral -22%,
very easy-13% and difficulty-4%
Interpretation: as per survey we can examine by the above Pie chart most of the
total 61% of the respondents are said that performance of the operating system is
easy. And 22% of users said that it is neutral to operate and very less number of users
opinion is that it is less difficulty to use or operate.


Rate the performance of your Operating system

Frequency Percent Valid Percent
Cumulative
Percent
Valid Difficult
4 3.3 4.0 4.0
Neutral 22 17.9 22.0 26.0
Easy 61 49.6 61.0 87.0
Very Easy 13 10.6 13.0 100.0
Total 100 81.3 100.0







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4) Would you like to change your mobile brand for your next purchase?
1) Yes 2) No
4 A. If yes, why?

features Respondents
a) Poor Brand name 0
b) Poor battery backup 6
c) Poor durability 1
d) Poor style 6
e) Poor quality 0
f) High price 0
g) High maintaince 0
h) Poor sales/ services 0
i) Poor availability 1
j) Poor technology 2
k) less feature 7
l) Any other specify 0



If yes,
Analysis: the bar chart shows, the customer change their smartphone because 7% of
less features, 6% poor style and 2% poor technology.
Interpretation: from the above chart we can see that people want to change their
brand for next purchase because of its less features and poor style in their current
smartphone.
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If no,
Analysis: the above chart shows that customers dont want to change their present
brand because of its good features, battery backup [12%], brand name, technology [11%]
and good quality.
Interpretation: by analyzing the above factors and by comparing chart it conclude that
people dont want to change their brand, because of good features found in their
smartphones, and the brand and it also shows the loality of the users.
4 if no, why?

features Respondents
a) Good Brand name 11
b) Good battery backup 12
c) Good durability 5
d) Good style 8
e) Good quality 10
f) Low price 0
g) Low maintaince 0
h) Good sales/ services 4
i) Good availability 7
j) Good technology 11
k) Good feature 10
l) Any other specify 0
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Analysis: By observing the above charts 81% of customers prefer android operating
system and 14% of Windows operating system and 5% of Mac. Operating system.
Interpretation: by the above chart and factors it shows that now all most of preferring
android operating system, because it easy to use, good features and we can use like a
laptop. We can install all most applications were using in laptops, like MS-Office, games etc.
so android operating system is more preferable [81%].





5. Which Operating system you want to prefer?

Frequency Percent Valid Percent
Cumulative
Percent
Valid Android
81 65.9 81.0 81.0
Windows 14 11.4 14.0 95.0
5 5 4.1 5.0 100.0
Total 100 81.3 100.0










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6) Rate the following reasons based on amount of influence they created for you to
purchase your present Smart Phone.
SDA Strongly disagree DA Disagree
DK Dont know A Agree
SA Strongly Agree

variables
Strongly
disagree
disagr
ee
dont
know
Agre
e
strongly
Agree
Newspaper 14 21 8 37 20
television adds 14 10 4 50 22
Dealer representatives
influence 13 23 27 32 5
other customer reference 13 20 21 32 14
Word of mouth 9 17 23 37 14
Price 6 9 9 56 20
Brand name 2 8 22 34 34
Performance 9 3 5 30 53
Festival offers 3 16 9 43 29
Warrantee & Guarantee of the
mobile 3 18 13 48 18
User friendly 10 1 7 51 31
Sound clarity 4 12 7 46 31
Design & Shape 1 4 12 44 39
Operating system 1 2 7 45 45
Maintenance Cost 8 10 7 45 30
Colour 4 9 11 37 39
Battery Backup 5 14 9 49 23
Camera 8 9 5 45 33
Memory space 5 18 4 49 24
Processing speed 9 4 7 52 28
Technology used 7 3 1 54 35
After sales service 5 8 13 41 33
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Analysis: by the above bar chart it shows that factors influencing to purchase smartphone
different from one variable to another
Newspaper- 37% customers are agree, Television adds-50%, Dealer representatives
influence-32%, other customer reference-32%, Word of mouth-37%, Price-56%, brand name-
34% [strongly agree], performance-53%, festival offer-43%[A], warrantee guarantee-48[A],
user friendly 51[A], sound clarity 46%[A], design & shape 46[A],[31-SA], operating system
45%[A] 45%[SA], maintaince cost 45%[A] 30[SA], colour37%[A] 39%[SA], battery backup
49%[A] 23%[SA], camera 45%[A] 33%[SA] , memory space 49%[A] 24%[SA], processing
speed 52%[A] 28%[SA], technology used 54%[A] 35%[SA], after sales service 41%[A],
33%[SA].


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Interpretation: most of the customers are get influenced by the price, performance,
processing speed, technology, user friendly, battery backup, operating system, because of all
these factors are more preferred to purchase smartphone, and also newspaper, television add,
festival offers, design, brand name, influences the customers and there is only few customers
disagree about the dealers representative, word of mouth, other customer reference and sales
and service provided by the retailers. So the companies should increase the advertisement
level and provide good sales and service after the purchase.






















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Findings:
1. From the chart smart phone users of Samsung is 68%, Nokia -12%, Sony-11%,
Apple and Micromax- 4%, HTC-1%, and there is no users of Blackberry. It
shows that Samsung users are more compare to other brands.
2. From the above pie chart it clearly defines that the Android operating system
users is 85%, users of Windows operating system is 14% and MAC operating
system users is1%.
3. Performance of operating system is very easy i.e., 61%. neutral- 22%, very
easy-13% and difficulty-4%
4. The bar chart shows, the customer change their smartphone because 7% of
less features, 6% poor style and 2% poor technology.
5. The above chart shows that customers dont want to change their present brand
because of its good features, battery backup [12%], brand name, technology [11%]
and good quality.
6. By observing the above charts 81% of customers prefer android operating system
and 14% of Windows operating system and 5% of Mac. Operating system.

7. By the above bar chart it shows that factors influencing to purchase smartphone
different from one variable to another. Newspaper- 37% customers are agree,
Television adds-50%, Dealer representatives influence-32%, other customer
reference-32%, Word of mouth-37%, Price-56%, brand name-34% [strongly agree],
performance-53%, festival offer-43%[A], warrantee guarantee-48[A], user friendly
51[A], sound clarity 46%[A], design & shape 46[A],[31-SA], operating system
45%[A] 45%[SA], maintaince cost 45%[A] 30[SA], colour37%[A] 39%[SA], battery
backup 49%[A] 23%[SA], camera 45%[A] 33%[SA] , memory space 49%[A]
24%[SA], processing speed 52%[A] 28%[SA], technology used 54%[A] 35%[SA],
after sales service 41%[A], 33%[SA].
8. Most of the customers are get influenced by the price, performance, processing speed,
technology, user friendly, battery backup, operating system, because of all these
factors are more preferred to purchase smartphone.



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SUGGESTIONS
From the result found by the data collected and secondary information the following
suggestions are given to improve consumer buying behavior.
To explore the market, mobile industry have to concentrate more on youth
segment by giving more advanced features.
Compared to urban and sub-urban the mobile phone usage in rural is low so
the mobile companies have to go for campaigns to create awareness among the
rural people.
As consumer wants more number of features, so smartphone manufacturer
should increase the number of features rather than other brands used.

















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CONCLUSION
The consumer buying a variety of smart phones which satisfy his wants and they are
always influenced by his purchasing ability by some considerations which lead him
to select a particular brand or a particular operating systems in preferred to others.
From this research came to Consumers mostly preferred Samsung smart phones
[68%]
Study with the main focus on Smartphone users purchase decision making. Results
show the preferred gender of referent for different stage of decision-making process
and different reference group influence among Smartphone consumers. also present
the ranking of reference group comparing with other factors influencing Smartphone
buying decision.















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References:
Cassavoy, L. (2013), Smartphone Basics, Retrieved from
cellphones.about.com/od/smarthonebbasics// what_is_smart.htm
Mei, W. O., Dean, A. M. and White, C. J. (1999), Analyzing Service Quality
in Hospitality Industry, Managing Service Quality, 9(2), 138-143.
Nagle, T.T., and Holden, R.K. (2002), The Strategy and Tactics of Pricing: A
Guide to Profitable Decision Making, 3rd ed., New Jersey: Prentice-Hall, Inc.
In-Stat/MDR (2002). The worldwide PDA market: The next generation of
mobile computing. Research Report, (September).
OKeefe, M. (2004). 2004 worldwide camera phone and photo messaging
forecast. Info Trends Research Group, Inc. Research Report.
Srinivasan, S. S. and Till B. D. (2002), Evaluation of Search, Experience and
Credence Attributes: Role of Brand Name and Product Trial, Journal Of
Product & Management, 11(7), 417-431.
Gibson, E., 2011. Smartphone dependency: A growing obsession with gadgets
[Online].Available from
http://usatoday30.usatoday.com/news/health/medical/health/medical/mentalhe
alth/story/2011/07/Smartphone-dependency-a-growing-obsession-to-
gadgets/49661286/1.
Russell, J., 2012. Android dominates Southeast Asias smartphone market:
Report [online]. http://thenextweb.com/asia/2012/09/04/android-southeast-
asia-ericsson-report/








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QUESTIONNAIRE
Name ___________________________________________________
Gender: Male Female
Age: a) 15-23 b) 23-27 c) 27-35 d) 35-50 e) 50 & above
Occupation:
a) Student
b) Employee
c) Self Employed/Business Man
d) Others Specify: __________________

1) Which Smartphone you are using?
A. Nokia B) Samsung
C) Apple D) Sony
E) Micro Max F) HTC
G) Black berry
H) Any other specify_____________

2) Which operating system is embedded in your smart phone?
A. Android
B. Windows
C. Mac

3) Rate the performance of your Operating System
A. Very Difficult
B. Difficult
C. Neutral
D. Easy
E. Very easy


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4) Would you like to change your mobile brand for your next purchase?
1) Yes 2) No
4a) If yes, why?
a) Poor brand name b) Poor battery backup c) Poor durability
d) Poor style e) Poor quality f) High price
g) High maintaince h) Poor sales/services i) Poor availability
j) Poor technology k) less features
l) Any other specify ______________________________
4B) If no, why?
a) Good brand name b) Good battery backup c) Good durability
d) Good style e) Good quality f) Low price
g) Low maintaince h) Good sales/services i) Good availability
j) Good technology k) Good features
l) Any other specify _______________________________

5) Which operating system you want to prefer?
1) Android
2) Windows
3) Mac







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6) Rate the following reasons based on amount of influence they created for you to
purchase your present Smart Phone.
SDA Strongly disagree DA Disagree
DK Dont know A Agree
SA Strongly Agree




Variables SDA DA DK A SA
Newspaper/magazines


Television add
Dealer representatives influence
Other customer references
Word of mouth
Price
Brand name
Performance
Festival offers
Warrantee & Guarantee of the mobile
User friendliness
Sound clarity
Design & shape
Operating System
Maintenance cost
Colour
Battery backup
Camera
Memory space
Processing speed
Technology used
After sales support/services
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7) Any suggestions for the Smart Phone makers:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________