Product Market Definition

21st century has seen tremendous growth of technology. The seamless integration of
computing system into a plain-vanilla telephone device has led to metamorphosis of
these new generation Smartphone devices. Smart phone is one of the booming markets
in India which has the second largest population. The technological advancements in
the Mobile phone segment have only contributed to the ever-satiating demand for
Smartphone exhibited by the buyer community. With the growing competition in this
dynamic industry, the introduction of additional features has added greater lure to
possess this commodity. It is in this context that the study presented here exhibits
interesting perspectives of buyer attributes of a typical target segment.

Focusing on essential attributes while defining a product will truly serve the purpose.
While seeking to decipher the essential attributes that should ideally be present in a
Smart phone, the ensuing trends merit careful consideration:
Communication services, such as, voice, text and pictures.
Wireless internet services, such as, browsing, corporate access and e-mail.
Distinct media services, such as, motion pictures, games and music.

So, based upon the above, review of literature and taking personal interview of
respondents, the below variables were chosen to determine the attributes, consumers
prefer while purchasing a Smartphone (mid-range):
Price - A Conjoint Analysis Study
Brand
Screen Size
Camera
RAM Submitted by
Battery Capacity Group 10
Android
Storage Souseelya Renati (FT172086)
Warranty Sravanthi Boggaram
Panel Colour (FT172088)
Achyut Anand (FT173007)
The method of conjoint analysis has to be used to find out attributes in the product that
a respondent prefers the most. Ashutosh Vijay (FT173022)
Attribute Names and Levels

S.no. Name Description Levels

1 Price (in Indian Price customer is willing to pay 12000
Rupees)
20000

30000

2 Colour Panel Colour Black

Grey

White

3 Screen Size Size of screen preferred 4.5 in

5 in

5.5 in

4 Brand Type of Brand Preferred Samsung

Motorola

OnePlus

Others

5 Camera Choice of pixels front and back 5MP, 2MP

(Back, Front)
8MP, 5MP

13MP, 8MP

6 RAM RAM available 2 GB

3 GB

4 GB

7 Operating System Operating System Android

Windows

8 Battery capacity Level of Battery power 3000 mAh

4000 mAh

5000 mAh
 9 Storage Expandable storage capacity 32 GB

64 GB

128 GB

10 Warranty Maintenance or repair duration 0.5 year

1 year

2 years

Demographic Questionnaire

1. Please select your age group

24 years or below
25 30
30+ years

2. Please select your Gender

Male
Female

3. Occupation
Student
Self employed
Salaried Professional

4. City of Residence
Tier 1
Tier 2
Tier 3

5. Family Annual Income After Tax:

< 5 lakhs per annum
5-10 lakhs per annum
> 10 lakhs per annum

Psychographic Questionnaire

1. Do you agree smartphone is a necessity?

a. Strong agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree

2. How important is the brand name while selecting a smartphone?

a. Very important
b. Important
c. Neither Important nor Unimportant
d. Unimportant
e. Not at all important

3. Do you believe social media presence is very important?

a. Strong agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree

4. I generally buy phones with latest technology.

a. Strong agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree

Product Usage

1. No. of smartphones at home

a. 0
b. 1
c. 2
d. >2

2. Average number of hours of phone usage

a. 3
b. 4
c. 5
d. >6

3. Most used applications on the phone

a. News
b. Social Media
c. Games
d. Music and Movies
e. E-commerce

4. How often do you change your phone?

a. 6 months
b. 1 year
c. 1.5 years
d. 2 years