Product: Smartphone

Management Objective

To determine the consumer preferences while buying Smartphone in the age group 19-50.

Research Objectives

1. To determine whether the brand preference affects the consumer preferences while buying
Smartphone in the age group 19-50. (Weightage 40 for brand preference)
2. To determine whether the brand positioning w.r.t. Battery Backup, Operating System, RAM,
SIM Slot, Camera Quality, and Number of Camera in device affects the consumer
preferences while buying Smartphone in the age group 19-50. (Weightage 5 for Battery
Backup, Weightage 5 for Operating System, Weightage 9 for RAM, Weightage 8 for Body,
Weightage 8 for Camera Quality, Weightage 5 for Camera Quantity)
3. To determine whether the Advertisements Mode affects the consumer preferences while
buying Smartphone in the age group 19-50. (Weightage 10 for Advertisements)
4. To determine whether the geographic coverage affects the consumer preferences while
buying Smartphone in the age group 19-50. (Weightage 10 for Geographic Coverage)

P/O clarification Situational analysis Model development Specification

(%)
Brand preference 40 Brand recall,
awareness
Brand positioning Battery Backup, 5, 5, 9, 8, 8, 5
Operating System,
RAM, Body, Camera
Quality, and Camera
Quantity
Advertisements 10 Different
Advertisements Mode
Geographic coverage 10 No. Of retailers

Then DI AND FGD

Then Qualitative and Quantitative Survey

6 cross Tabs –

Variables:
Variables Recognized:

1. Price
Features:

A. Camera
B. Battery
C. RAM
D. Processor
E. Durability
F. External Appearance

2. Purchase mode: Online or Offline

3. Purchase options: EMI/Card/Cash
4. Brand awareness and Preference
5. Current Handset Vs Preferred Handset
6. Secret Need: Premium Phones for social status
7. Source of information on the phone: YouTube explainer videos, Review websites,
Flipkart and Amazon (recommendation engines)
8. After sales policies: Ease of return or exchange.
9. Voice Quality
10. Overall performance
11. Heaviness; Weight of the phone
12. After sales service channel accessibility; Location of service centres
13. Rate of usage: Heavy or Casual
14. Overheating being a factor of usage
15. Presence of headphone jack in new flagship phones
16. Product over Brand
17. Presence of accessories that comes pre-packaged with the phone (for e.g. headphones)
18. Recommendation to others.
19. Seasonality
20. Prior knowledge about phones
21. Degree of research

Questionnaire Design for Mobile Phones

1. State your name: __________________

2. Which Age group do you belong to?
a. Below 18
b. 18-24
c. 25-34
 d. 35 and above
3. Gender:
a. Male
b. Female
c. Other, please specify____________
d. Prefer not to say
4. State your occupation:
a. Student
b. Employed
c. Other, please specify__________
d. Prefer not to say
5. Which mobile phone are you currently using?
a. Redmi b. Samsung c. Realme d. Vivo e. Oppo f. Other (If Other, please specify______)
6. Which mobile phone are you planning to buy in the future?
a. Redmi b. Samsung c. Realme d. Vivo e. Oppo f. Others (If Other, please specify______)
7. Which mobile phone were you using before this?
a. Redmi b. Samsung c. Realme d. Vivo e. Oppo f. Others (If Other, please specify______)

8. Please answer the questions below based on the above questions answered:
Please rate your old phone and new phone on a scale of 1-7(Old Phone: X New Phone: T)

Features 1 2 3 4 5 6 7
Camera Poor Excellent
Camera Camera
Battery Poor Excellent
Battery Battery
Back-Up Back-Up
RAM Low RAM High RAM
Processor High Low
Speed Speed Speed
Durability Low High
External Ordinary Stylish
Appearanc
e
Voice Poor Great
Quality Reception Reception
Charging Slow Fast
Speed
Weight Light Heavy
Over Low High
Heating overheat Overheat
issues issues
Price Expensive Reasonable

9. Based on your views, rate the following factors according to you, about the future phone you
want to buy:
Features +3 +2 +1 -1 -2 -3
Camera
Quality
Battery
Back-Up
Processor
Speed
RAM
Durable
Price

10. Based on your views, rate the following factors according to you, about the phone you use:

Features +3 +2 +1 -1 -2 -3
Camera
Quality
Battery
Back-Up
RAM
Processor
Speed
Durable
Price

11. Rank your favourite features, 1 to 6, 1 being most important:

a. Price:
b. Camera Quality:
c. Battery Back-Up:
d. Processor Speed:
e. Durability:
f. External Appearance:

12. Where did you buy your current phone?

a. Online Store.
b. Offline Store.
13. Where did you buy your previous phone?
a. Online Store.
b. Offline Store.
14. Please choose a reason from below, if you switched over from online to offline:
a. More product variants
b. Benefits and discounts
c. Flash sale
d. Exclusitivity
e. Other
 (If Other, please specify ______)

15. Please choose a reason from below, if you switched over from offline to online:
a. Trust issues over online
b. Issues over longer delivery time
c. Hands-on experience in offline store
d. Other
(If Other, please specify_____)
16. Which charging pin do you prefer?
a. USB Type-C
b. USB Type-A
c. Wireless Charging
d. Other, please specify
17. What is your desired level of RAM in your phone?
a. 2-4 GB
b. 4-6 GB
c. 6-8 GB
d. 8 GB and above
18. According to you, what is the ideal weight of a phone?
a. 170-200 gms
b. 140-170 gms
c. 110-140 gms
d. 110 gms
19. Do you like to stay with the brand or do you consider switching over to a new brand when
buying a new phone?
a. Yes
b. No
c. Prefer not to say
20. What is your preferred method of payment?
a. EMI
b. Card
c. UPI
d. Cash

21. Type of Card preferred for payment?

a. Debit
b. Credit

22. Brand is important to you:

a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly Agree

23. Where did you get to know about the about the phone?
a. YouTube Adverts b. Google Ads c. YouTube Explainer Videos d. Blog Sites e.
Recommended (by friends) f. Recommended (by family) g. Others (Please Specify)
24. According to you, what kind degree of prior knowledge do you have about phones in general?
a. No Knowledge b. Some knowledge c. More than Average Knowledge d. Vast
knowledge
25. How much research do you do before you buy a phone?
a. No research
b. Some research
c. More than average research
d. Vast research
26. After sales services is very important me:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
27. Have you ever availed for your current phone’s after sales service?
a. Yes
b. No
28. If yes, how satisfied were you with the service?
a. Very Unsatisfied
b. Unsatisfied
c. Neutral
d. Satisfied
e. Very Satisfied
29. How close was the service centre close to your home?
a. <10 kms b. <20 kms c.<30 kms d.>30 kms
30. How satisfied are you with the customer support (over the phone support) offered?
a. Very Unsatisfied
b. Unsatisfied
c. Neutral
d. Satisfied
e. Very Satisfied
31. What do you primarily use your phone for?
a. Work
b. Gaming
c. OTT content consumption
d. Academic purposes
e. Others (Please specify_____)
32. What do you secondarily use your phone for?
a. Work
b. Gaming
c. OTT content consumption
d. Academic purposes
e. Others (Please specify_____)
33. What is your preferred budget range for buying phones?
a. 10,000-15,000
b. 15,000-20,000
c. 20,000-25,000
d. 25,000 and above
34. ‘I prefer to buy insurance along with my phone’:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
35. ‘It would be preferrable if the brand I bought/will buy starts its own insurance options’:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
36. ‘I generally tend to buy premium or sleek looking phones’:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
37. ‘I prefer product quality over brand’:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
38. How long do you spend your time on your phone at once?
a. <5 minutes
b. Between 5-10 minutes
c. >10 minutes
d. >15 minutes
39. Do you prefer your phone have a 3.5 mm jack?
a. Yes
b. No
40. Do you use wired headphones or Bluetooth headphones?
a. Wired Headphones
b. Bluetooth Headphones
41. ‘I prefer the headphones come packaged with my phone’:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
42. ‘I generally want to change my phone during a festive season’:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
43. Which festive season would you prefer to buy a new phone in? (for eg. Diwali, Durga Puja, Eid)
______________________
44. ‘I want to buy a new phone on my birthday, or marriage anniversary or personal celebrations
like promotion at work etc’:
a. Strongly Disagree b. Disagree c. Neither Agree nor Disagree d. Agree e. Strongly
Agree
45. Would you recommend your current phone to anyone?
a. Very Unlikely b. Unlikely c. Undecided d. Likely e. Very Likely
46. Which website do you prefer to buy from?
a. Amazon b. Flipkart c. Other (Specify if other____) d. Prefer not to say