SENIOR Summer Project

EMPLOYEE SATISFACTION
1
CHAPTER - I
1.1. INTRODUCTION
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The increasing interest in smart phone among the people is the main reason that has amplified
the interest to research the topic. People’s obsession about smart phones has been increasing
rapidly. The aim of this research is, therefore, to find out consumer behavior of smart phone
buyers in Indian Market. The research aims to find out the reasons behind people purchasing
smart phones, the factors influencing the purchase decision and the motivations behind the
purchase decision. Different consumers have different characteristics in their life that also
influences their buying behavior. Social factors such as (family, groups, roles, and status) and
personal factors (such as age, occupation, lifestyle, personality and self-concept) are those
characteristics that could influence the buyer behavior in making the final decision.
Here we provide a review and synthesis of the literature; it explains the consumer decision-
making process with the model which is used as the research framework. This explains all the
external and internal factors which influence the consumer in the decision-making process.
This chapter also includes literature for smart phone and its characteristics. It explains the
factors which are affecting the consumer in purchasing a smart phone. This chapter also
explains the important of brand influence on the consumer in the smart phone industry. This
chapter uses a consumer decision-making model to explain the consumer buying behavior for
smart phone industry in India. Literature review contents are linked to research questions and
research objective of this research.
1.2. INDUSTRY PROFILE
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 Mobile phone with highly advanced features.
 A typical Smartphone has a high-resolution touch screen display, WiFi connectivity,

Web browsing capabilities, and the ability to accept sophisticated applications.
 List of Smartphone are Apple, Samsung, Lenovo, Micromax, xiaomi etc..
 The majority of these devices run on any of these popular mobile operating system:
Android, Symbian, ios, Blackberry OS and Windows Mobile.
NOKIA
4
 Nokia is a finnish multinational telecommunications, information techonology, and
consumer electronics company founded in 1865. Nokia’s headquarters are in Espoo,
in the greater Helsinki metropolitan area.
 CEO: Rajeev Suri
 Founders: Leo Mechelin
 Headquarters: Espoo, Finland
 Industry: Networking equipment, consumer electronics
 Number of employees: 102,761(2018)
 Products: List of Nokia products
 Area served: World wide
 Website: www.nokia.com
SAMSUNG
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 Samsung is a South Korean multinational conglomerate headquartered in Samsung
Town, Seoul. It comprises numerous affiliated businesses, most of them united under
the Samsung brand, and is the largest South Korean chaebol.
 Founders: Lee Byung-chul
 Headquarters: Seocho District Seoul, South Korea
 Industry: Conglomerate
 Product: Customer electronics, medical equipment, telecommunication, home

applicants
 Area served: Worldwide
 Website: samsung.com
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APPLE
 Apple Inc. is an American multinational technology company headquarters in

Cupertino, California, that designs, develops, and sells consumer electronics,
computer software, and online services.
 Founders: Steve jobs, Steve Wozniak, Ronald Wayne
 Headquarters: 1 Apple Park Way, Cupertino, California, U.S.
 Industry: Digital distribution, Semiconductors, Fabless silicon design, Corporate

venture capital
 Product: I pod, I phone, I pad etc…
 Website: apple.com
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LENOVO
 Lenovo Group Ltd. Or Lenovo Pc ,International, often shortened to Lenovo is

Chinese multinational technology company with headquarters in Beijing, China and
Morrisville, North Carolina.
 Founder: Liu Chuanzhi
 Headquarters: Quarry Bay, Hong Kong
 Industry: Computer hardware; Electronics
 Number of employees: 54000(2018)
 Products: Smartphone, desktops, printers, television, scanners, tablet etc….
 Website: www.lenovo.com
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VIVO
 Vivo Communication Technology Co is a Chinese technology company owned by

BBK Electronics that makes Smart phones, Smartphone accessories, software, and
online services. It was founded in 2009 in Dongguan, China.
 Founders: Shen Wei
 Headquarters: Dongguan, Guangdong, China
 Industry: Consumer electronics
 Product: Smartphone Accessories, Software, and Online Services
 Area served: China, South Asia, South East Asia, Russia, India
 Website: www.vivo.com/en/
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XIAOMI
 Xiaomi Corporate is a Chinese electronics company headquartered in Beijing. Xiaomi

makes and invests in Smartphone, mobile apps, laptops, and related consumer
electronics.
 Founder: Lei Jun
 Headquarters: Haidian District, Beijing, China
 Industry: Consumer electronics, computer hardware
 Number of employees: Approximately 15,000
 Products: Tablet, mobile phones, smartphones, Laptops
 Area served: India, Malaysia, Pakistan, Russia, Hong kong, Mexico, United Stated.
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OPPO
 Oppo Electronics Corporation, commonly referred to as Oppo, is a Chinese consumer

electronics and mobile communication company, known for its Smart phones, Bluray
players and other electronic devices.
 Founder: Chen Mingyong
 Headquarters: Dongguan, Guangdong, China
 Industry: Consumer electronics
 Products: Home theatre, Audio-Visual, Smartphone
 Website: www.oppo.com/en
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1.3. OBJECTIVES OF THE STUDY
 PRIMARY OBJECTIVES:
 To analyse the consumer buying behavior towards smart phone.
 SECONDARY OBJECTIVES:
 To find out the reason for choosing smart phone.

 To find out the features of attracting smart phone.
 To know about the consumer behavior level associated with smart
phone.
 To find out the source of getting the information about smart phone.
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1.4. NEED OF THE STUDY
 This paper provides future of Smartphone industry information as well as awareness

level amongst Smartphone users.
 Also this project gives an outlook of how the Smartphone are performing in the
current market situation as the result of what may be the future industry.
 This study on Smartphone it informative to the students who want to understand and
undertake assignment in the industry
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1.5. SCOPE OF THE STUDY
 The study helps us to know about the customer attitude towards Smartphone.
 The will find customer opinion about Smartphone.
 Research can be done among the people of different age group.
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1.6. LITERATURE REVIEW
Tajzadeh Namin Aidin (2012) analyzed that the process of deciding over
(choosing) a brand may be influenced by situation and contents. The findings
suggest a significant relationship between the variables “brand attitude”, “corporate
attitude”, and “product (cell phone) choice”. In addition, no significant relationship
was found between individual decision making processes (independent or
mediated) and product choice.
Lynda Andrews (2012) examine the nature of consumer’s perceptions of the value
they drive from the everyday experiential consumption of mobile phones and how
mobile marketing (m-marketing) can potentially enhance these value perceptions. The
findings highlight ways to tailor m-marketing strategies to complement consumer’s
perceptions of the value offered through their mobile phones.
Rodolfo Martinez Gras (2012) highlight a new dimension information and

technology with respect to teenagers in Spain. The main objective of this article is to
analyze the relationship between Information and Communication Technologies and
Spanish adolescents. Specifically, researchers have studied, through qualitative
methodology, the characteristics of teenagers’ access and uses of technological
devices. And analyzed the purposes that motivate the utilization of Information and
Communication Technologies, highlighting a close relationship between technologies
and peer communication and entertainment. On the contrary , there is an under-
utilization of all these devices for teaching and learning purposes.
Ajax Persaud (2012) concludes that consumer’s shopping style, brand trust, and
value are key motivations for engaging in mobile marketing through their Smart
phones. Further research should focus on specific tactics marketers use to engage
customers beyond marketing messages, that is, how they engage customers in
dialogue to build relationships, encourage purchases and build loyalty. This could
reveal how customers really want to engage in mobile marketing.
Androulidakis (2011) correlated the brand of mobile phone to user’s security

practices, Users show different behavior in an array of characteristics, according to
the brand of the mobile phone they are using. As such, there is a categorization of
areas, different for each brand, where users are clearly lacking security mind, possibly
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due to lack of awareness. Such a categorization can help phone manufactures enhance
their mobile phones in regards to security, preferably transparently for the user.
The Dream Catchers Group (2008) investigated if demographic variables or if

telephone features included on phones students already owned were predictive of
young consumer’s perceptions of bundled features. In addition, this study out to
determine if there were any significant differences in students’ perceptions of bundled
features across demographic variables (rural vies-a-vies HBCU, gender, grade level,
cellular telephone brand, major, and age).
Jonathan (2001) analyzed that moderating role of switching costs in the customer
satisfaction-loyalty link; and to identify customer segments and to retain them. Thus
the purposes of this paper are: to examine the moderating role of switching costs in
the customer satisfaction–loyalty link; and to identify customer segments and then
analyze the heterogeneity in the satisfaction-loyalty link among the different
segments. An empirical example based on the mobile phone service market in France
indicates support for the moderating role of switching costs. Managerial implications
of the results are discussed.
Ozhan Karimi (2012) had presented and empirical study to investigate the effects of
different marketing efforts on brand equity in mobile industry. The results show that
there is a positive and meaningful relationship between marketing mix efforts and
brand equity. In other words, more advertisement could help better market exposure,
which means customers will have more awareness on market characteristics. Among
all mixed efforts, guarantee influences more on brand equity, which means customers
care more on product services that other features. Finally, among different
characteristics of brand equity, product exclusiveness plays an important role. In other
words, people are interested in having exclusive product, which is different from
others.
Mehran Rezvani (2012) investigates the impact of Word of Mouth (WOM) on

Consumer Based Brand Equity (CBBE) Creation. WOM characteristics such as,
volume, valence, and source quality are studied to find how intensely they each affect
brand awareness, perceived quality, and brand association. The results suggested that
volume and valence, two elements of WOM, affect CBBE and no significant
relationship between source type and brand equity was seen.
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Asta Salmi (2008) signifies that the general features (high power distance, femininity,
high uncertainty avoidance) characterizing Russian culture affect preferred mobile
phone design. Long-term values are seen, for example, in family orientation, which
affects the use of mobile phones. Changing cultural and socio-economic features are
seen in the strict division of consumers into distinct segments. Current aspects of
society, such as high level of street crime, are apparent in the desired features of
products. The emerging Russian markets seem to consist of very different consumer
groups and simultaneously represent both old new cultural features and norms. Design
has become a central tool for affecting product marketing, and an influential
community of designers and a design industry are emerging.
Fred Robins (2003) analyzed that the marketing of the next generation of mobile
phones. It begins with comments on the state of the telecom industry and draws
attention to elements of technological and product convergence, highlighting the point
that while industry convergence on digital technology is a fact, today’s mobile
telephony marketplace is nonetheless characterized by three generations of
technology and the latest generation, 3G, embraces three related but competing
standards. The research examines 2G, 2 and half G and 3G developments around the
world and identifies factors relevant to the marketing of 3G, including recognition of
geographical and user diversity and the consequent need for marketers to keep these
various user perspectives in mind. However, customer desire for personalisation,
including personalised 3G services, are important features of the marketplace, as will
be the availability of simple, secure payment system.
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1.7. RESEARCH METHODOLOGY
MEANING OF RESEARCH METHODOLOGY:
Research Methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done scientifically. It
includes various steps that are generally adopted by researcher his studying y the
research problems along with the logical behind them.
RESEARCH DESIGNS:
A research designs is the specification of methods and procedure acquiring

the information needs. It is the overall operational patterns of frame work of the
project that stipulated what information is to be collected from which sources by what
procedure.
1.7.1. TYPES OF RESEARCH:
Descriptive research:
Descriptive research is a fact finding investigation with adequate interpretation. It is

more specific as it focuses on the particular aspects or dimensation of the problems
studied.
AREA OF STUDY:
The area of the study is confined to "A study of consumer buying behavior towards
smart phone at Tambaram"
1.7.2. SAMPLE DESIGNS:
Population size: The population is infinite.
Sample size: Sample size for the study is 70 respondents.
Sampling technique: The convenience sampling technique to be used.
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1.7.3. DATA COLLECTION METHOD:
There are two types of sources:
1. Primary data
2. Secondary data
PRIMARY DATA:
The primary data is collected fresh and for the first time and thus happens to be the
original character. The primary data is collected through structured questionnaire
method. The questions are based on the objectives of the study.
SECONDARY OBJECTIVES:
The secondary data are those which have been already collected by someone else and
which have already been passed through statistical process. The secondary data for
this study is collects from records, research papers, magazines and internet sources.
1.7.4. STATISTICAL TOOLS FOR DATA COLLECTION:
To analysis the data and interpret the results, various tools are applied are
 Percentage analysis method

 Chi-square test
 PERCENTAGE ANALYSIS
In this project percentage method test was used. The percentage method is used to
know the accurate percentages of the data we took, it is easy to graph out through the
percentages. The following are the formula
No of respondents
Percentage of respondent = --------------------------- x 100
Total No of respondents
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 CHI-SQUARE ANALYSIS
Chi-square test is a statistical test, which test the significance between observed
frequencies and corresponding theoretical frequency of distribution, without any
assumption about the distribution of population. Chi-square is one of the simplest and
most widely used non-parametric tests in statistical work. It is a distribution free
which can be used in any type of distribution of population.
X2 = ∑(Oi - Ei)
___________
Ei
where, O = Observed Respondents

E = Expected Respondents
Degree of freedom (D.f) = (c - 1) (r - 1)
C = No. of column
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1.8. LIMITATION OF THE STUDY
 The study has been conducted only in Tambaram area. Hence the results of the study
may not be applicable to others places.
 The finding are based on the views of only 70 respondents. Hence they cannot be
generalized.
 The accuracy of findings is limited by the accuracy of statistical tools used for
analysis.
 Time is a major constraints.
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CHAPTER - II
ANALYSIS AND INTERPRETATION OF DATA
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2.1. PERCENTAGE ANALYSIS
TABLE NO: 2.1.1. AGE OF THE RESPONDENTS
AGE FREQUENCY PERCENTAGE

LESS THAN 18 8 12
18 - 24 40 57
25 - 30 8 11
MORE THAN 30 14 20
TOTAL 70 100
CHART NO: 2.1.1. AGE OF THE RESPONDENTS
57.1
20.0
11.4 11.4
less than 18 18-24 25-30 more than 30
INTERPRETATION:
From the above table it is inferred that 57% of the respondents are 18-24 years, and 20% of
the respondents are more than 30, and 12% of the respondent are 25-30, and 11% of the
respondents are Less than 18 years.
TABLE NO: 2.1.2. GENDER OF THE RESPONDENTS
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GENDER FREQUENCY PERCENTAGE
MALE 21 30
FEMALE 49 70
TOTAL 70 100
CHART NO: 2.1.2. GENDER OF THE RESPONDENTS
70
30
male female
INTERPRETATION :
From the above table it is inferred that 70% of the respondents are Female, and 30%
of the respondent are male.
TABLE NO: 2.1.3. MONTHLY INCOME OF THE RESPONDENTS
SOURCE FREQUENCY PERCENTAGE
24
BELOW 15000 9 13
15001-30000 5 7
30001-45000 8 11
ABOVE 45000 3 4
NOT APPLICABLE 13 19
PREFER NOT TO 32 46
ANSWER
TOTAL 70 100
CHART NO: 2.1.3. MONTHLY INCOME OF THE RESPONDENTS
45.7
18.6
12.9
11.4
7.1
4.3
below 15000 15001-30000 30001-45000 above 45000 not applicable prefer not to answer
INTERPRETATION:
From the above table it is inferred that 46% of the respondents are prefer not to answer,
and 19% of the respondents are not applicable, and 13% of the respondents are below
15000, and 11% of the respondents are 30001-45000, and 7% of the respondents are
15001-30000, and 4% of the respondents are above 45000.
TABLE NO: 2.1.4. OCUUPATION OF THE RESPONDENTS
OCCUPATION FREQUENCY PERCENTAGE
25
EMPLOYED 20 29
BUSINESSMAN 4 6
STUDENT 37 53
HOMEMAKER 8 11
PREFER NOT TO 1 1
ANSWER
TOTAL 70 100
CHART NO: 2.1.4. OCCUPATION OF THE RESPONDENTS
52.9
28.6
11.4
5.7
1.4
employed businessman student homemaker prefer not to answer
INTERPRETATION
From the above table it is inferred that 53% of the respondents are Student, and 29%
of the respondents are Employed, and 11% of the respondents are Homemaker, and
6% of the respondents are Businessman and 1% of the respondents are Preferred not
to answer.
TABLE NO: 2.1.5. MOBILE PHONE OF THE RESPONDENTS
MOBILE PHONE FREQUENCY PERCENTAGE

1 65 93
2 5 7
TOTAL 70 100
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CHART NO: 2.1.5. MOBILE PHONE OF THE RESPONDENTS
92.9
65.0
1
2
5.0 7.1
Frequency Percent
INTERPRETATION:
From the above table it is referred that 93% of the respondents have only 1
Smartphone, and 7% of the respondents have 2 Smartphone.
TABLE NO: 2.1.6. NAME OF BRAND
NAME OF THE BRAND FREQUENCY PERCENTAGE

NOKIA 5 7
SAMSUNG 14 20
APPLE 4 6
MICROMAX 8 11
XIAOMI 8 12
MOTOROLA 7 10
27
LENOVO 14 20
OTHER 10 14
TOTAL 70 100
CHART NO: 2.1.6. NAME OF BRAND
14.3
11.4 11.4
10.0
7.1
5.7
nokia samsung apple xiaomi micromax motorola lenovo other
INTERPRETATION:
From the above table it is inferred that 20% of the respondents have Lenovo, and 20% of
the respondents have Samsung, and 14% of the respondents have other mobile, and 12%
of the repondents have Xiaomi, and 12% of the repondents have Xiaomi, and 11% of the
respondents have Micromax, and 10% of the respondents have Motorola, and 7% of the
respondents have Nokia, and 6% of the respondents have Apple.
TABLE NO: 2.1.7. PRICE OF CURRENT MOBILE

LESS THAN 10000 30 43
10001 - 20000 33 47
20001 - 30000 2 3
MORE THAN 30000 5 7
TOTAL 70 100
CHART NO: 2.1.7. PRICE OF CURRENT MOBILE
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47.1
42.9
7.1
2.9
less than 10000 10001-20000 20001-30000 more than 30000
INTERPRETATION:
From the above table it is inferred that 47% of the respondents phone price are
10001-20000, and 43% of the respondents phone price are Less than 10000, and 7%
of the respondents phone price are More than 30000, and 7% of the respondents
phone price are More than 30000, and 3% of the respondents phone price are 20001-
30000.
TABLE NO: 2.1.8. EXPERIENCE YOUR SATISFACTION WITH THE

BRAND OF SMARTPHONE

VERY GOOD 34 49
BAD 1 1
GOOD 31 44
MODERATE 4 6
TOTAL 70 100
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CHART NO: 2.1.8. EXPERIENCE YOUR SATISFACTION WITH THE
BRAND OF SMARTPHONE
48.6
44.3
5.7
1.4
very good bad good moderate
INTERPRETATION:
From the above table it is inferred that Experience your satisfaction with the brand of
Smartphone 49% said Very good, and 44% said Good, and 6% said Moderate, and
1% said Bad.
TABLE NO: 2.1.9. REASON FOR CHOOSING CURRENT

SMART PHONE

CYATCH AND ATTRACTIVE
ADVERTISEMENT
17 24
PEERS/FAMILY MEMBERS
USING OR SATISFIED WITH
THIS BRAND FOR A LONG
24 34
TIME
ON-LINE/PRINT/VISUAL 19 27
MEDIA REVIEW
IT WAS A GIFT 9 13
OTHER 1 1
TOTAL 70 100
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CHART NO: 2.1.9. REASON FOR CHOOSING CURRENT
SMARTPHONE
34.3
27.1
24.3
12.9
1.4
INTERPRETATION:
From the above table it is inferred that Reason for choosing current Smartphone 34%
by Peers/Family members using or satisfaction with this brand I have using this brand
for a long time, 27% by on-line/Print/visual media review, and 24% by Catchy and
attractive advertisement, and 13% by It was a gift, and 1% by other.
TABLE NO: 2.1.10. PHONE PREVIOUSLY OWN

THIS IS MY FIRST 28 40
PHONE
NOKIA 14 20
SAMSUNG 17 24
APPLE 2 3
MICROMAX 2 3
MOTOROLA 3 4
LENOVO 1 2
OTHER 3 4
TOTAL 70 100
CHART NO: 2.1.10. PHONE PREVIOUSLY OWN
31
40.0
24.3
20.0
2.9 2.9 4.3 4.3

1.4
INTERPRETATION:
From the above table it is inferred that Phone previously own 40% said This is my
first phone, 24% said Samsung, 20% said Nokia, 4% said Motorola, 4% said other
mobile, 3% said Apple, 3% said Micromax, 2% said Lenovo.
TABLE NO: 2.1.11. HOW OFTEN DID YOU CHANGE YOUR

SMARTPHONE

LESS THAN 1 YEAR 2 3
1 YEAR - 2 YEAR 26 37
2 YEAR - 3 YEAR 26 37
MORE THAN 3 YEAR 16 23
TOTAL 70 100
CHART NO: 2.1.11. HOW OFTEN DID YOU CHANGE YOUR

SMARTPHONE
32
37.1 37.1
22.9
2.9
less than 1 year 1 year-2year 2 year-3 year more than 3 year
INTERPRETATION:
From the above table it is inferred that how often do you change your mobile 37%
said 1 - 2 year, and 37% said 2 - 3 year, and 23% More than 4 years, and 3% said
Less than 1 year.
TABLE NO: 2.1.12. OBTAIN THE INFORMATION TO PURCHASE

SMARTPHONE

PEERS/FAMILY PHON OR 31 44
RETAILSTORE
SOCIAL MEDIA 23 33
NEWS PAPER OR T.V.AD 12 17
OTHER 4 6
TOTAL 70 100
CHART NO: 2.1.12. OBTAIN THE INFORMATION TO PURCHASE

SMARTPHONE
33
44.3
32.9
17.1
5.7
INTERPRETATION:
From the above table it is inferred that 44% by Peers/family phone or retail store, 33% by
Social media, 17% by News or T.V.ad, 6% by other.
TABLE NO: 2.1.13. LEVEL OF INFLUENCE BY SOCIAL MEDIA

EXTREMELY 14 20
INFLUENTIAL
VERY INFLUENTIAL 22 32
MODERATELY 17 24
INFLUENTIAL
SLIGHTLY INFLUENTIAL 5 7
TOTAL 70 100
CHART NO: 2.1.13. LEVEL OF INFLUENCE BY SOCIAL MEDIA
34
31.4
24.3
20.0
17.1
7.1
extremely influential very influential moderately influential slightly influential not at all influential
INTERPRETATION:
 From the above table it is inferred that Level of influence by social media 32% said
Very influence, 24% said Moderately influence, 20% said Extremely influence, 17%
said Not at all influence, 7% said slightly influence.
TABLE NO: 2.1.14. INFLUENCE YOU MOST IN PURCHASING

SMARTPHONE

FAMILY 29 42
SELF 20 29
FRIENDS 15 21
RELATIVES 3 4
SPOUSE 3 4
TOTAL 70 100
CHART NO: 2.1.14. INFLUENCE YOU MOST IN PURCHASING

SMARTPHONE
35
41.4
28.6
21.4
4.3 4.3
family self friends relatives spouse
INTERPRETATION:
 From the above it is inferred that 42% said Family, and 29% said Self, and 21% said
Friends, and 4% said Relatives, and 4% said Spouse.
FEATURES OF SMARTPHONE ON THE BASIS OF ITS IMPORTANT
TABLE NO: 2.1.15. FEATURE OF RAM

EXTREMELY 46 60
IMPORATNT
VERY IMPORTANT 26 37
MODERATELY 6 3
IMPORTANT
TOTAL 70 100
CHART NO: 2.1.15. FEATURE OF RAM
36
60.0
37.1
2.9
extremely important vwery important moderately important
INTERPRETATION:
 From the above table it is inferred that majority of the respondents 60% are extremely
important, and 37% are very important, and 3% are moderately important.
TABLE NO: 2.1.16. FEATURE OF PROCESSOR

EXTREMELY 22 31
IMPORATNT
MODERATELY 18 26
IMPORTANT
SLIGHTLY IMPORTANT 9 13
NOT AT ALL IMPORTANT 1 1
TOTAL 70 100
37
CHART NO: 2.1.16. FEATURE OF PROCESSOR
31.4
28.6
25.7
12.9
1.4
extremely important very important moderately important slightly important not at all important
INTERPRETATION :
important, and 29% are very important, 26% are moderately important, and 13% are
slightly important, and 1% are not at all important.
TABLE NO: 2.1.17. FEATURE OF CAMERA QUALITY

EXTREMELY 34 48
IMPORTANT
MODERATELY 2 3
IMPORTANT
TOTAL 70 100
38
CHART NO: 2.1.17. FEATURE OF CAMERA QUALITY
48.6 48.6
2.9
extremely important very important moderately important
INTERPRETATION :
 From the above table it is inferred that majority of the respondents 49% are very important,
and 48% are extremely important, and 3% are moderately important.
TABLE NO: 2.1.18. .FEATURES OF BATTERY PERFORMANCE

EXTREMELY 46 66
IMPORTANT
MODERATELY 2 3
IMPORTANT
TOTAL 70 100
39
CHART NO. 2.1.18. .FEATURES OF BATTERY PERFORMANCE
65.7
31.4
2.9
INTERPRETATION :
 From the above table it is inferred that majority of the respondents 66% extremely
TABLE NO: 2.1.19. FEATURES OF SOUND QUALITY

EXTREMELY 39 56
IMPORTANT
MODERATELY 7 10
IMPORTANT
TOTAL 70 100
CHART NO: 2.1.19. FEATURES OF SOUND QUALITY
40
55.7
34.3
10.0
INTERPRETATION :
\TABLE NO: 2.1.20. WHERE DID YOU PURCHASE YOUR SMART
PHONE

COMPANY SHOWROOM 28 40
AUTHORIZED 9 13
REATAILER
ON-LINE SHOPPING 30 43
OTHER 3 4
TOTAL 70 100
CHART NO: 2.1.20. WHERE DID YOU PURCHASEYOUR SMART

PHONE
41
42.9
40.0
12.9
4.3
company showroom authorized retailer on-line shopping other
INTERPRETATION :
 From the above it is inferred that 43% in on-line shopping, and 40% in Company
showroom, and 13% are Authorized retailer, and 4% are others.
FUNCTION OF YOUR SMARTPHONE
TABLE NO: 2.1.21. FUNCTIONS OF SMS

DAILY 42 60
TWICE A WEEK 1 1
ONCE A WEEK 6 9
ONCE A MONTH 2 3
RARELY 19 27
TOTAL 70 100
CHART NO: 2.1.21. FUNCTIONS OF SMS
42
27.1
8.6
2.9
1.4
daily twice a week once a week once a month rarely
INTERPRETATION :
 From the above table it is inferred that majority of the respondents 60% use Daily,
and 27% said rarely, and 9% use once a week, and 3% use Once a month, and 1% use
Twice a week.
TABLE NO: 2.1.22. FUNCTIONS OF MUSIC LISTENING

DAILY 22 32
TWICE A WEEK 7 10
ONCE A WEEK 12 17
ONCE A MONTH 14 20
RARELY 15 21
TOTAL 70 100
CHART NO: 2.1.22. FUNCTIONS OF MUSIC LISTENING
43
31.4
21.4
20.0
17.1
10.0
INTERPRETATION :
and 21% use rarely, and 20% use once a month, and 17% use once a week 10% use
Twice a week.
TABLE NO: 2.1.23. FUNCTIONS OF VIDEO/MOVIE WATCHING

DAILY 19 27
TWICE A WEEK 8 11
ONCE A WEEK 19 27
ONCE A MONTH 11 16
RARELY 13 19
TOTAL 70 100
CHART NO: 2.1.23. FUNCTIONS OF VIDEO/MOVIE WATCHING
44
27.1 27.1
18.6
15.7
11.4
INTERPRETATION :
and 27% use once a week, and 19% use rarely, and 16% use once a month and11%
use Twice a week.
TABLE NO: 2.1.24. FUNCTIONS OF PHOTO SHOOTING

DAILY 25 36
TWICE A WEEK 14 20
ONCE A WEEK 10 14
ONCE A MONTH 7 10
RARELY 14 20
TOTAL 70 100
CHART NO: 2.1.24. FUNCTIONS OF PHOTO SHOOTING
45
35.7
20.0 20.0
14.3
10.0
INTERPRETATION :
and 20% use Twice a week, and 20% use rarely, and 14% use once a week, 10% use
once a month.
TABLE NO: 2.1.25. FUNCTIONS OF GAMING

DAILY 7 10
TWICE A WEEK 7 10
ONCE A WEEK 11 16
ONCE A MONTH 5 7
RARELY 40 57
TOTAL 70 100
CHART NO: 2.1.25. FUNCTIONS OF GAMING
46
57.1
15.7
10.0 10.0
7.1
INTERPRETATION:
 From the above table it is inferred that majority of the respondents 57% use rarely,
and 16% use once a week, and 10% use Daily, and 10% use Twice a week, and 7%
use once a month.
TABLE NO: 2.1.26. SMARTPHONE IS BENEFICIAL FOR DAILY LIFE

YES 68 97
NO 2 3
TOTAL 70 100
CHART NO: 2.1.26. SMARTPHONE IS BENEFICIAL FOR DAILY LIFE
47
97.1
68.0
yes
no
2.0 2.9
Frequency Percent
INTERPRETATION:
 From the above table it is inferred that 97% said Yes it is Beneficial for daily life,
and 3% said No it is not beneficial for daily life.
TABLE NO: 2.1.27. RECOMMENDATION TO BY SMARTPHONE

STRONGLY AGREE 27 39
AGREE 29 41
NEUTRAL 13 19
STRONGLY 1 1
DISAGREE
TOTAL 70 100
48
CHART NO: 2.1.27. RECOMMENDATION TO BY SMARTPHONE
41.4
38.6
18.6
1.4
strongly agree agree neutral strongly disagree
INTERPRETATION:
 From the above table it is inferred that 41 said Agree, and 39 said Strongly agree,
and 19 said Neutral, and 1 said Strongly disagree.
2.2. CHI - SQUARE ANALYSIS
2.2.1. To test whether there exit a significant relationship between gender

and name of the brand
gender * name of the brand Cross tabulation

Count
name of the brand Total
nokia samsung apple xiaomi micromax motorola lenovo other

gender male 0 4 2 5 2 3 3 2 21
49
female 5 10 2 3 6 4 11 8 49
Total 5 14 4 8 8 7 14 10 70
Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi- 8.554a 7 .286
Square
Likelihood Ratio 9.525 7 .217
Linear-by-Linear .054 1 .816

Association
N of Valid Cases 70
a..11 cells (68.8%) have expected count less than 5. The minimum expected count is 1.20.
INFERENCE:
The calculated value (0.286) is more significant value of (0.05) there for HO is accepted
hence there no significant relationship between the gender of the respondents and method of
name of the brand are concerned.
50
CHAPTER - III
SUMMARY
3.1. FINDINGS
51
The following are the findings of the “A STUDY ON CONSUMER
BUYER BEHAVIOR TOWARDS SMARTPHONE IN
TAMBARAM”
 It is found that of the respondents 57 % are between the age group of 18-24
years.
 It is found that of the respondents 70% are Female.
 It is found that of the respondents 53% are Students.
 It is found that of the respondents 46% prefer not to answer.
 It is found that of the respondents 93% have 1 smart phone.
 It is found that of the respondents 20% have Samsung & Lenovo.
 It is found that of the respondents 47% current phone price is between 10001-
20000.
 It is found that of the respondents 49% are satisfied with the brand of smart
phone.
 It is found that of the respondents 44% by Peers/Family members using or
satisfaction with this brand I have using this brand for a long time it is the
reason behind choosing current smart phone.
 It is found that of the respondents 40% said This is my first mobile.
 It is found that of the respondents 37% are change their smart phone in 1-2
year & 2-3 year.
 It is found that of the respondents 44% by Peers/family phone or retail store by
their obtain the information to purchase current smart phone.
 It is found that of the respondents 31% said Very influence it is the level of
influence by social media.
 It is found that of the respondents 41% said is by Family motivated at the time
of purchasing new smart phone.
 It is found that of the respondents 60% said extremely important in respect of
RAM.
processor.
 It is found that of the respondents 49% said extremely important and very
important in respect of camera quality.
52
battery performance.
sound quality.
 It is found that of the respondent 43% said they purchase their smart phone in
on-line shopping.
 It is found that of the respondents 60% use Daily in respect of SMS.
 It is found that of the respondents 31% use Daily in respect of music listening.
 It is found that of the respondents 36% use Daily in respect of photo shooting.
 It is found that of the respondents 27% use Daily and once a week in respect
of video/movie watching.
 It is found that of the respondents 57% use Rarely in respect of gaming.
 It is found that of the respondents 97% said yes it is Beneficial for daily life.
 It is found that of the respondents 39% said Agree that recommend my friend
to buy smart phone.
3.2. SUGGESTIONS
53
From the result inferred by the data collected and little 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 suburban the mobile phone usage in rural is low so the mobile
companies have to go for campaigns to create awareness among the rural people
3.4. RECOMMENDATION
54
1. Smartphone companies should more focus more on advertisements on internet
websites.
2. As consumer want more and more features so smart phone manufacturers should
increase the number of features.
3. Smartphone brand must maintain their good will and increase service.
3.5. CONCLUSION
55
 The main reason for smart phone purchase is its
features.
 Internet retailers / review / technology websites is an important source of information
to consumer.
 Mostly consumer wants to opt for different smart phone brands instead of looking for
same brand.
 The most effective medium of advertisement of smart phone is internet websites.
 There is no difference between preferences for features of smart phones on the basis
of gender.
 All the respondents agreed that Smartphone is really essential to make their daily life
easier.
56
APPENDIX
QUESTIONNARIES
57
A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS SMART
PHONE IN TAMBARAM
1. Name of Respondent(optional): _________________________________
2. Age:
A. Less than 18 B. 18 – 24 C. 25 – 30 D. More than 30
3. Gender:
A. Male B. Female C. Other
4. Occupation:
A. Employed B. Businessman C. Retired D. Student E. Homemaker
F. Prefer not to answer
5. Monthly income:
A. Bellow 15,000 B. 15,001 – 30,000 C. 30,001 – 45,000 D. Above 45,000
E. Not applicable F. Prefer not to answer
6. How many mobile phone do you have?
A. 0 B. 1 C. 2 D. 3 E. 4
7. Specify the name of the Brand/s:
A. Nokia B. Samsung C. Apple D. Xiaomi E. Micromax F. Motorola
G. Lenovo Other__________________________
8. In what price band does your current phone falls (at the time of buying)?
A. Less than 10,000 B. 10,001 – 20,000 C. 20,001 – 30,000
58
D. More than 30,000
9. Based on your own experience how you would rate your satisfaction with the brand of
Smart Phone:
A. Very good B. Bad C. Good D. Very bad E. Moderate

B.
10. What is the reason behind choosing your current Smart Phone (multiple Better
features
Price compatibly low answers)?
A. Catchy and attractive advertisement.

B. Peers / Family members using or satisfied with this brand I have been using this
brand for a long time.
C. On-line / Print / Visual media review.
D. It was a gift.
E. other _______________________
11. Which smart Phone did you previously own?
A. This is my first Smart Phone B. Nokia C. Samsung D. Apple E. Xiaomi
F. Micromax G. Motorola H. Lenovo Other__________________________
12. How often do you change your Smart Phone?
A. Less than 1 year B. 1 year – 2 year C. 2 year – 3 year D. More than 3 year
13. Where did you obtain the information to purchase your current Smart Phone?
A. Peers/ Family Mobile phone or Retail store.
B. Social media (Facebook, YouTube, Twitter etc.).
C. News paper or T.V. Advertisement.
D. Other____________
14. What level of influence did social media have when you purchased your mobile
phone?
59
A. Extremely influential B. Very influential C. Moderately influential
D. Slightly influential E. Not at all influential.
15. Who influence you most in purchasing your Smart Phone?
A. Family B. Self C. Friends D. Relatives E. Spouse
Other__________________
16. Please rate the features of Smart Phone on the basis of its important:
Extremely Very Moderately Slightly Not at all

important Important important important important
Cost
Design
Camera quality
Battery performance
Status symbol
Sound quality
Processor
RAM
Storage capacity
60
Brand name
After sale service
17. Where did you purchase your current Smart Phone?
A. Company Showroom B. Authorized Retailer C. On-line Shopping
D. Other__________________
18. How often do you use following function of your Smart phone?
Twice a week Once a week Once a month Rarely
SMS
Video call
Music listening
Daily
Video / Movie
watching
Photo shooting
Web Surfing
E – Mail
Social network
Gaming
App / Software
download
Map / GPS
News reading
Documents
reading / editing
19. Purchasing of smart phone is beneficial for my daily life.
61
A. Yes B. No
20. I willing recommend my friend to buy smart phone.
A. Strongly Agree B. Agree C. Neutral D. Disagree E. Strongly Disagree.
3.6. REFERENCE
62
WEBSITES
 WWW.GOOGLE.COM
 WWW.WIKIPEDIA.COM
63
64

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EMPLOYEE SATISFACTION

1.2. INDUSTRY PROFILE

 A typical Smartphone has a high-resolution touch screen display, WiFi connectivity,

 List of Smartphone are Apple, Samsung, Lenovo, Micromax, xiaomi etc..

 CEO: Rajeev Suri

 Founders: Leo Mechelin

 Headquarters: Espoo, Finland

 Industry: Networking equipment, consumer electronics

 Number of employees: 102,761(2018)

 Products: List of Nokia products

 Area served: World wide

 Founders: Lee Byung-chul

 Headquarters: Seocho District Seoul, South Korea

 Number of employees: 489,000(2014)

 Product: Customer electronics, medical equipment, telecommunication, home

 Area served: Worldwide

 Apple Inc. is an American multinational technology company headquarters in

 Founders: Steve jobs, Steve Wozniak, Ronald Wayne

 Headquarters: 1 Apple Park Way, Cupertino, California, U.S.

 Industry: Digital distribution, Semiconductors, Fabless silicon design, Corporate

 Number of employees: 123,000(2017)

 Product: I pod, I phone, I pad etc…

 Area served: Worldwide

 Lenovo Group Ltd. Or Lenovo Pc ,International, often shortened to Lenovo is

 Founder: Liu Chuanzhi

 Headquarters: Quarry Bay, Hong Kong

 Industry: Computer hardware; Electronics

 Number of employees: 54000(2018)

 Products: Smartphone, desktops, printers, television, scanners, tablet etc….

 Area served: Worldwide

 Vivo Communication Technology Co is a Chinese technology company owned by

 Founders: Shen Wei

 Headquarters: Dongguan, Guangdong, China

 Industry: Consumer electronics

 Product: Smartphone Accessories, Software, and Online Services

 Xiaomi Corporate is a Chinese electronics company headquartered in Beijing. Xiaomi

 Founder: Lei Jun

 Headquarters: Haidian District, Beijing, China

 Industry: Consumer electronics, computer hardware

 Number of employees: Approximately 15,000

 Products: Tablet, mobile phones, smartphones, Laptops

 Oppo Electronics Corporation, commonly referred to as Oppo, is a Chinese consumer

 Founder: Chen Mingyong

 Headquarters: Dongguan, Guangdong, China

 Industry: Consumer electronics

 Products: Home theatre, Audio-Visual, Smartphone

 Area served: Worldwide

 To analyse the consumer buying behavior towards smart phone.

 To find out the reason for choosing smart phone.

 This paper provides future of Smartphone industry information as well as awareness

 The will find customer opinion about Smartphone.

 Research can be done among the people of different age group.

Rodolfo Martinez Gras (2012) highlight a new dimension information and

Androulidakis (2011) correlated the brand of mobile phone to user’s security

The Dream Catchers Group (2008) investigated if demographic variables or if

Mehran Rezvani (2012) investigates the impact of Word of Mouth (WOM) on

MEANING OF RESEARCH METHODOLOGY:

Research Methodology is a way to systematically solve the research problem.

A research designs is the specification of methods and procedure acquiring

1.7.1. TYPES OF RESEARCH:

Descriptive research is a fact finding investigation with adequate interpretation. It is

1.7.2. SAMPLE DESIGNS:

Population size: The population is infinite.