“THE STUDY OF CONSUMER BEHAVIOUR TOWARDS

SMARTPHONE IN WESTERN MUMBAI”

A Project Submitted to University of Mumbai for partial

completion of the degree Master in Commerce

By

(ATISH CHANDRAKANT KASARE)

Under the Guidance Of

Prof__________

CHETANA’S

HAZARIMAL SOMANI COLLEGEOF COMMERCE &

ECONOMICS

BANDRA (E), MUMBAI 400051.

 INTRODUCTION

DEFINITION:

A smartphone is a mobile phone with highly advanced features. A typical

smartphone has a high-resolution touch screen display, Wi-Fi connectivity, Web
browsing capabilities, and the ability to accept sophisticated applications. The
majority of these devices run on any of these popular mobile operating systems:
Android, Symbian, iOS, BlackBerry OS and Windows Mobile.

MODERN SMARTPHONES:

The smartphone is perhaps the greatest bit of tech innovation in the past decade or
so. Nowadays it is in front and center in our daily lives. Such is the importance of the
smartphone that everything, including the digital economy, businesses and even the
internet has had to adapt to the smartphone to stay relevant. Naturally, an industry of
such scale is highly lucrative too. Three out of ten of the world’s top 10 most valuable
brands have their fortunes tied to the smartphone industry, including Apple, Google
and Samsung. The smartphone industry, however, is at a crossroad at this moment in
time. Traditionally lucrative markets such as the US and Europe are stagnating due
to high smartphone penetration. This has resulted in somewhat stunted hardware sales
growth. Manufacturers are now turning their attentions towards the fastest growing
smartphone market in the world – India. Let us have a closer look at the numbers
behind the smartphone industry in India, and identify key trends dictating growth.

Today mobile phones have moved beyond their primary role of voice
communications and have graduated to become an essential entertaining device for
mobile users. We are in an era where users buy mobile phones not just to be in touch,
today‘s youth use it to express their thoughts, for social networking, to show their
interests, play games, read news, surf on the internet, listen to music, chat instantly
with friends & families and even check their bank balances. There are various phone
manufacturers providing handsets.

The Indian mobile industry is the fastest growing in the world and India continues to add
more mobile connections every month than any other country in the world. The telecom boom
in the country provides great opportunity to handset manufacturers and the hottest segment
for these manufacturers is the entry level segment. Among the fastest growing sectors in the
country, telecom has been zooming up the growth curve at a fiery pace. The last few years
saw India adding many firsts to its list of achievements. Some of these are-the world's lowest
call rates (1 paisa/sec), fastest growth in the number of subscribers (15-20 million per month),
fastest sale of a million mobile phones (1 week), the world's cheapest mobile handset (`777),
and the world's most affordable 3G phone (`4,999). The market in India is dominated by
mobile. For mobile we have 840 million-plus users, unlike many other markets, mobile is
becoming the dominant device for voice, for value-added services, and increasingly for
mobile Internet also.
 OBJECTIVE

 To understand awareness level of consumers towards smartphones.

 To understand the factors, which help in increasing the sale of smartphones.
 To know the factors that influencing decision making in purchasing a
smartphone.
 To understand satisfaction level towards the various smartphone brands.
 To know how the smartphone brands promote their product.
 RESEARCH METHODOLOGY

This report is based on primary as well as secondary data, however primary data
collection was gives more importance since it is the overhearing factors in attitude
studies. One of the most important users of research methodology is that it helps in
identifying the problem, collection, analyzing the required information or data a
providing an alternative option or solution to the problems. It also helps in collecting
the vital information that is required by the top management to assist them for netter
decision making both day to day decisions and critical ones.

1. Data Collection Design :-

Sources of Data

i. Primary Data: -

I have used questionnaire as primary sources for

collecting the data for my study

ii. Secondary Data:-

I have collected the secondary data from various

management websites relating to the fishery industry.

2. Data Collection Method: - survey method.

3. Universe: - Mumbai.
4. Sampling Method: - the sample was collected from the personal visits,
through formal and informal talks and through filling the questionnaire
prepared. The data has been analyzed by using the mathematical or
statistical tools.
5. Sample Size: - 50 respondents.
6. Data Collection Instrument: - structured questionnaire.

7. Sample Design: - data has been presented with the help of pie chart.
 LITERATURE REVIEW

Dr Sukhvir Singh (2018):

Mostly consumer wants to opt for different smart phone brands instead of looking for
same brand. So consumer is not brand loyal in case of smart phone. The most
effective medium of advertisement of smart phone is internet. Smart phones have
become necessity of every consumer. Mostly consumers collect information about
brand, their features and make comparisons before purchasing a smart phone. Brand
name is an important factor while purchasing a smart phone.

Jindal and Jain (2014):

Has found in his research that with ongoing competition in mobile market, the motive
of every mobile company is to provide the best features and ease to use interface to
the users. However, perfection needs time. This study analyzes different OS bases on
features, lacking advantages. Authors also provide the new ideas to make add new
features in different OS based on his comparison. In mobile world, the complex OS
contain user interface. Therefore, the OS is hidden from the user. Operating system is
a key element in performing the task the choice of OS is important as it shows that
what functions does that OS support. The OS provides a software platform on top of
which other application programs can run. The applications are written for OS so the
choice of an OS matters a lot.

Tiwaskar (2016):

According to them now a day's smart phones are a vital part of our life and working
like a laptop. This study describes the architecture of mobile computing and
comparison of various software factors of various mobile operating systems. New
features of android OS are also introduced.

Khomh (2013):

Many software companies prefer to reuse existing grown-up software to deliver a high
quality system in a short period. One of the best examples is of Google who used
Linux operating system into android OS for the mobiles. This study author has
conducted an experiential study to understand how Android adapts the Linux kernel.
Using software repositories from Linux and Android, author assessed the effort
needed to reuse and adapt the Linux kernel into Android.

Sharma (2014):

According to them now a day's advancement in mobile technology has become a big
challenge in the mobile market this study discusses different technologies used with
different mobiles in the market. 1G was the first generation with only analog feature
i.e., only voice call was allowed and no data feature presents different generation of
mobile. The 1G was little advance that allowed limited data feature with voice call.
The 2G was little more advance than the previous one with voice call, sms and
cellular network features. The 3G brought more advance features like streaming data,
broadband and voice. The 4G added advance features in the previous generation like
high speed broadband and high data rate. Along with advancement in mobile
technology, different operating systems were designed to support these technologies.

SHEETAL SINGLA (2019):

Tried to find out the mobile phone usage pattern among Indian consumers. The study
was conducted in Ludhiana district & the Sangrur District of Punjab. Research study
objective is to understand the difference in the importance given by gender groups to
consider leading factors while purchasing mobile handsets. Researcher also tried to.
Explain customer’s satisfaction level that is influenced by various technical &
non-technical factors.

QUESTIONNAIRE

1. What is your name?

2. What is your age group?

A. 15 – 20

B. 20 - 30

C. 30 - 40

D. Above 40

3. What is your annual income?

A. Below 1,00,000

B. 1,00,000 – 3,00,000

C. 3,00,000 – 5,00,000

D. Above 5,00,000

4. What is your qualification?

5. Gender:

A. Male

B. Female

6. Which smartphone brand do you use?

A. I- Phone

B. Samsung

C. MI

D. OPPO

E. VIVO

F. Other

7. Did you get influenced by other to buy a smartphone?

A. Yes

B. No

8. At which price range you will buy a smartphone?

A. Below 10,000

B. 10,000 – 25,000

C. 25,000 – 40,000

D. Above 40,000

9. Did you buy smartphone because of its new features?

A. Yes
 B. No

10. Do you research before buying the product?

A. Yes

B. No

12. How do you prefer to buy a product?

A. Online

B. Store

C. Both

11. Which factor of the smartphone matter the most for you?

A. price

B. Brand value

C. Features

12. Do you suggest any smartphone brands to your friends or family members?

A. yes

B. No

13. Are you satisfied with your current smartphone device?

A. Yes
 B. No

14. Does smartphone brands providing good after sales services?

A. Yes

B. No

15. Your opinion about smartphones?