A

PROJECT REPORT
ON

CONSUMER BUYING BEHAVIOR

TOWARDS SMART PHONES WITH
REFERENCE TO MAIHAR CITY
SUBMITTED TO

AWADHESH PRATAP SINGH UNIVERSITY, REWA (M.P.)

FOR THE AWARD OF

MASTER OF BUSINESS ADMINISTRATION
MBA (SEMESTER-IV)

BY

SMRITI MISHRA
UNDER GUIDANCE OF
PROF. SANKALP SHUKLA

VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,

SATNA (M.P.)
2016-2017
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that MISS. SMRITI MISHRA has satisfactorily completed

the Project work on “CONSUMER PERCEPTION TOWARDS SMART

PHONES WITH REFERENCE TO MAIHAR CITY” under my guidance for

the partial fulfillment of MBA (Semester-IV) submitted to Awadhesh Pratap

Singh University, Rewa during the academic year 2016-2017.

To best of my knowledge and belief the matter presented by her is original

work and not copied from any source. Also this report has not been submitted

earlier for the award of any Degree of Awadhesh Pratap Singh University, Rewa.

Place: Satna PROF. SANKALP SHUKLA

Date: (Project Guide)

2
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

DECLARATION

I undersigned, hereby declare that this project report entitled

“CONSUMER PERCEPTION TOWARDS SMART PHONES WITH REFERENCE

TO MAIHAR CITY” prescribed by AWADHESH PRATAP SINGH UNIVERSITY, REWA

during the academic year 2016-2017 under the guidance of PROF. SANKALP SHUKLA

is my original work.

The matter presented in this report has not been copied from any source. I

understand that any such copying is liable to be punishable in any way the

university authorities deem to be fit. Also this report has not been submitted

earlier for the award of any Degree or Diploma of Awadhesh Pratap Singh

University, Rewa or any other University.

This work humbly submitted to Awadhesh Pratap Singh University for the

partial fulfillment of Master of Business Administration (Sem-IV).

PLACE: SATNA SMRITI

MISHRA
DATE:

3
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

ACKNOWLEDGEMENT

Whenever we are standing on most difficult step of the dream of our life,
we often remind about The Great God for His blessings & kind help and he
always helps us in tracking off the problems by some means in our lifetime. I feel
great pleasure to present this project entitled “CONSUMER PERCEPTION
TOWARDS SMART PHONES WITH REFERENCE TO MAIHAR CITY”.
I am grateful to those people who help me a lot in preparation of this
project report. It is their support and blessings, which has brought me to write
this project report. I have a deep sense of gratitude in my heart for them.
I would give sincere thanks to Mr. K.P.Tripathi, Asst. Professor, VIMR, Satna
who is been & will be source of inspiration to us.
I am very thankful to my project guide Prof. Sankalp Shukla for his whole-
hearted support and affectionate encouragement without which my successful
project would not have been possible.
Finally, I am very grateful to Mighty God and inspiring parents whose
loving & caring support contributed a major share in completion of my task.

SMRITI MISHRA

4
 TABLE OF CONTENTS

S.N. Contents Page No.

1 Introduction of Project 6-11

2 Company Profile 12-16

3 Review of Literature 17-20

4 Objectives 21-22

5 Research Methodology 23-26

6 Data Analysis & Interpretation 27-38

7 Findings & Suggestions 39-40

8 Limitations 41-42

9 Conclusion 43-44

10 References 45-46

Annexure
11 47-49
Questionnaire

5
 CHAPTER-I

INTRODUCTION OF PROJECT

6
 CHAPTER-I

INTRODUCTION

CONSUMER BUYING BEHAVIOR

The most crucial issue for the marketers is to identify the needs of the consumers. Only the
identification of needs is of no value unless and until this is transformed in to a meaningful
and appropriate satisfiers. For this whole process of converting needs into actual satisfaction
one needs to understand the complete make up of consumer’s mind, and this process is
known as consumer behavior. Let’s also discuss some of the definitions of consumer
behavior.

According to Schiffman and Kanuk “Consumer behavior encompasses all of the

behaviors that consumers display in searching for, purchasing, using, evaluating and
disposing of products and services that they expect will satisfy their needs”.

Wells and Prensky defines that Consumer behavior is the study of consumers as they
exchange something of value for a product or service that satisfies their needs.

Hawkins, Best and Coney describes “The field of consumer behavior is the study of
individuals, groups, or organizations and the processes they use to select, secure, use, and
dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society”.

On the basis of above definitions, it can be concluded that consumer behavior is the
study of consumers regarding what they buy, when do they buy, from where they buy, how
frequently they buy, and how they use certain products. But the study does not stop here as it

7
also goes further to study the post purchase and evaluations of the consumers. So, it
addresses all the issues related from pre-purchase to post purchase behavior of the
consumers.

The study regarding consumer behavior can be divided into two parts i.e. consumer
buying dynamics and dynamics of business buyers.

CONSUMERS’ BUYING DYNAMICS

Perception: Perception is the process by which an individual selects stimuli, organizes

information about those stimuli, and interprets the information. Perception poses powerful
implications for marketers. What is perceived by an individual, it determines how he or she
behaves? No consumer purchase can take place unless a consumer perceives that the product
or service will offer the benefits he or she needs. Accordingly, marketers must understand
how perception works in order to communicate successfully a product’s benefits. Regardless
of the fact that a product is innovative or advertisement is effective, it will fail if it is not
perceived favorably by the potential consumers.

Learning: Learning is a continuous process by which individual acquires knowledge so that

it causes a permanent change in behavior. Learning is a kind of process that evolves over a
time and cannot be directly observed. When a person perceives new stimuli in the
environment, it is related with the existing pond of knowledge. Therefore, learning reflects
both current experiences and past back ground. Learning is essential to the consumption
process. In fact, consumer behaviour is largely learned behavior. We acquire most of our
attitudes, values, tastes, preferences, symbolic meanings and feeling through learning.
Human culture and social class, institutions such as schools and religious organizations,
family, friends, mass media and advertising provide learning experiences that influence the
kind of life style the consumers seek and the products they consume. Marketers spend
considerable effort to ensure that consumers learn of their existence as well as about their
products. Companies that make their consumers learn about their products and services in an
effective and efficient manner often obtain a long-term competitive advantage them that of
their competitors.

8
(c) Personality: Personality is defined as those inner psychological characteristics that both
determine and reflect how a person responds to his environmental stimuli. Personality is
enduring and ensures that a person’s responses are consistent over time. But personality
cannot be considered as a unified whole, for that purpose different personality traits are to be
studied by the marketers. For example, dogmatism is a personality trait that measures the
degree of rigidity among individuals. If a person is highly dogmatic, it’s very difficult to
convenience him regarding the innovative products and brands. They are move likely to
choose well established brands and can not be convinced by celebrities in the advertisements.
Rather these kinds of people are influenced by the authoritative appeals. On the contrary,
those who possess the trait of innovativeness are move receptive to new products, new
services and new practices. They are prone to newer experiments. There could be some other
personality traits like inner directed consumes and other directed consumers. So, on the basis
of these personality traits, the process of segmentation can effectively be performed.

ORGANISATIONAL BUYING BEHAVIOUR

Industrial organizations do not engage only in selling. They also buy certain kind of
things like materials, manufactured parts, plant & equipments and different services etc.
Therefore, they require the services of other organizations and such organisations need to
understand these organizations’ needs, resources, polices, and buying procedures. So, in this
section we will examine few questions like-what is business market and how it differs from
consumer market, what kind of buying situations occur and who involves in the buying
business forecast etc. Let’s look into these questions one by one.

According to Webster and Wihel “Organizational buying is the decision-making

process by which formal organizations establish the need for purchased products and services
and identify, evaluate, and choose among alternative brands and suppliers”.

S.J. Skinner defines “Organizational buying behavior refers to the actions and
decision process of producers, resellers, and governments in deciding what products to buy”.

So, on the basis of above definitions it can be concluded that organizational buying is
the decision-making process in which one organization receives the resources from the other

9
organization and the providers identify the need for products and services and the receivers
identify, evaluate, and choose among alternative brands and suppliers.

THE ORGANIZATIONAL BUYING DECISION PROCESS

Because organizational decisions typically involve more individuals in more complex

decision tasks than household or individual decisions, marketing efforts to affect this process
are much more complex. There are different stages in the decision-making process from
problem recognition to post purchase performance evaluation. Let’s discuss these stages one
by one.

1. Problem Recognition: Like any other decision-making process, the first stage of
the organizational buying decision process involves problem recognition, where one or more
persons recognize a problem. It may occur under a variety of circumstances. For example,
the sales manager and office manager of an office play a key role in recognizing the need to
add computers to their office. Recognition of this problem, however, can come up in several
ways. In this particular instance, a continuing problem between field sales agents and internal
administrative staff may lead the office manager and sales manager to recognize the problem.
The continuation of these sources of influence eventually leads to an increased level of
importance and the subsequent stage of information search.

2. Information Search: Information search can be both formal and informal. Site
visits to evaluate a potential vendor, laboratory tests of a new product or prototype, and
investigation of possible product specifications are part of formal information search.
Informal information search can occur during discussions with sales representatives, while
attending trade shows, or reading industry specific journals. Business buyers search for
information both to help make the best decision and to support their actions and
recommendations within the organization.

3. Evaluation and Selection: The evaluation of possible suppliers and selection of a

supplier often follows a two-stage decision process. The first stage is making the buyer’s
approved suppliers list. In this case, a conjunctive decision process is very common. Using

10
this kind of process, the organizations screen out potential suppliers that do not meet all its
criteria.

A second stage of organizational decision making could involve other decision rules
such as disjunctive and lexicographic etc. In the disjunctive decision rule, a minimum level
of performance for each important attribute is established. All brands that surpass the
performance for any key attribute are considered acceptable. The lexicographic decision rule
requires the business buyer to rank the criteria in order of importance. The buyer then selects
the supplier/product that performs best on the most important attribute. If two or more brands
tie on this attribute, they are evaluated on the second most important attribute. This process is
further complicated by the fact that different members of the decision-making unit have
different evaluation criteria.

4. Purchase and Decision Implementation: Once the decision to buy from a

particular organization has been made, the method of purchase must be determined. From the
seller’s point of view, it means how and when they will get paid. In many cases, payment is
not made until delivery. Others involve progress payments. For a construction or builders’
firm that takes years, the method of payment is critical. On international basis, purchase
implementation and method of payment are even more critical.

5. Post purchase performance evaluation: In the final stage of business buying

division process, the new product’s performance is evaluated. The product’s actual
performance is compared to specifications and necessary adjustments are made of the
product that does not function as per expectations, the organization can ask the supplier to
replace it. At the same time, the supplier’s performance is also evaluated. If it is found to be
unacceptable, the buyer will seek corrective action from the supplier or he will search out for
a new supplier.

11
 CHAPTER-II

CONCEPTUAL FRAMEWORK

12
 CHAPTER-II

CONCEPTUAL FRAMEWORK

Apple i-Phone :-
This was the most awaited phone in the Indian market. It is now here, but
not before it became famous throughout the rest of the world. Renowned for its chic design
and easy-to-use functions the iPhone has tremendous features such as its wide and clear
screen, iPod, internet capability with classic web browser, GPS mapping, and last but not
lease, a phone.
Apple iPhone is being offered in the USA for the
price of $199, so the awaiting buyers in India
expected the same price. Unfortunately, that is

13
not what happened. To grab hold of this hot item, you will have to shell out Rs.31,000 for the
8GB and Rs. 36,100 for the 16GB. If you want to pick up more than one, you may consider
flying overseas to make your purchase. Evenwith airfare included, you may just save a few
rupees!

HTC Diamond Touch

This is the most talked about phone among the corporate and business people of India.
Loaded with tons of great features, it is one of the slimmest phones in the touch category. It
boasts of the most famous business platform out there Windows Mobile. This slim trim
companion comes with Windows Mobile 6.1 Professional, it weighs a mere 110 g (with the
battery), it is GPS enabled, has a 2.8-inch touch screen, 4GB internal usage, and will even
tell you the weather reports with HTC Weather. No, an umbrella is not included. So if you
are not mobile savvy but care about the Windows Mobile Platform and the business related
apps then go for HTC Diamond Touch. This one truly is a diamond in the rough!
Pictures……………..
NOKIA N96,95 ,
Finally it’s time to talk about one of the most famous brands on the planet, Nokia. Nokia
N96 is great improvement on the already excellent N95. People are no longer calling it a
mobile but rather, a new multimedia computer as it has virtually everything a computer
should have.
Easily accessing internet videos is a highlight of this sophisticated phone. In select markets,
the integrated DVB-H receiver offers live broadcast TV with an automatically updating
program guide. It also boasts of a 5 megapixel camera, GPS, Bluetooth wireless technology,
WLAN, and a DVB-H Receiver.

BlackBerry Storm 9500

The highly anticipated
BlackBerry Storm 9500
today made its first official
appearance, popping up on

14
German Vodafone web site. Images and specs of the first touch screen RIM-manufactured
device have been floating around the net for what seems like ages but it hasn’t yet been
officially announced. If all the rumored features are confirmed when the device actually sees
daylight then the Apple iPhone 3G might be up for quite a challenge. The specifications of
the BlackBerry Storm 9500 that are already known include a 3.3” touch screen with a
resolution of 360 x 480 pixels. The tri-band 3G with HSDPA and the quad-band GSM
support makes it capable of global roaming. The Storm 9500 is running on a 624 MHz CPU
and has 192 MB of RAM and utilizes a new version of the BlackBerry OS, optimized for
touch screen input.

Samsung i8510 INNOV8

It is an imaging powerhouse, with its 8 megapixel autofocus camera that offers image
stabilization and blink, smile, and face detection, for perfect photos. The camera also features
the ability to take panoramic photographs, and uses the handset's built-in GPS receiver to
geotag photos with location information. The i8510 INNOV8 is capable of recording QVGA
video at up to 120 frames per second and VGA-resolution video at up to 30 frames per
second, with a full video editing suite on board.
Music is not forgotten on this workhorse, with a built-in FM radio, 3D surround sound, and a
standard 3.5mm audio port. The i8510 INNOV8 offers 16GB of built- in memory in addition
to a microSD card slot for even more storage options. Bluetooth 2.0 with A2DP support for

15
stereo
headsets
makes
wireless
music
possible also.

Sony
Ericsson
XPERIA X1
This phone is based on the Windows Mobile 6.1 Operating System which means it has a full
suite of applications to offer to the user. The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features;
this convergence is exactly what people are seeking from a smart-phone in today’s highly
mobile world and allows this new lineup of phones
to compete in the global marketplace. What is really impressive about the Sony Ericsson
Xperia X1 is the fact that this phone excels in so many different areas. Some phones really do
well only as a niche phone but very few phones really meet all of the diverse needs of a
single user.

The Sony Ericsson Xperia X1 manages to achieve this rarely-met goal. It has great Internet
and communication services as well as a plethora of entertainment options. It has a built-in

16
camera and other great standard features expected of today’s advanced phones. And it really
stands out in the area of design. Combined together, these features make this mobile phone a
truly well-rounded cutting-edge phone intended for the smart-phone fan who wants to have it
all.

CHAPTER-III

REVIEW OF LITERATURE

17
 CHAPTER-III

REVIEW OF LITERATURE

The researcher made an attempt to collect information from the prior researches and relevant
studies conducted in the area of consumer behavior and buying preference so that the
important variables for the study could be identified and analyzed. The review of literature
has been presented in a summarized and precise manner.

Consumer Behaviour by Hawkins, Best, Coney and Mokherjee: The authors of the book
discussed various factors affecting consumer behaviour for buying such as demographic and
social influences (family and household), group influence, impact of advertising and internal
influences (learning, perception, attitude etc.).

18
Consumer Behaviour by Leslie Lazar and Schiffman: The authors suggested consumer
behaviour as individual differs as from group. The family decision for a purchase decision is
entirely different from individual decision making. The authors discussed various variables
that affect consumer purchase decision. The book focused on family life cycle and various
needs of consumer during different life stages. The family decision making process as a
group decision making is elaborated and it is recommended to segment the market according
to family need hierarchy.

Consumer Behaviour by Bitta and Della: The authors proposed that consumer behaviour
studies play an important role in deciding marketing segments and marketing strategies. The
authors recommended that consumer is often studied because certain discussions are
significantly affected by their behaviour or expected actions. For this reason such consumer
behaviour is said to be an applied discipline. Such applications can exist at two levels of
analysis. Market segmentation, consumer decision making and buying behaviour is
considered as core marketing activities in designing effective marketing strategies.

The micro perspective involves understanding consumers for the purpose of helping a firm or
organisation to accomplish its objectives. On the other hand macro or societal perspective
consumers collectively influence economic and social conditions within an entire society.
The authors discussed factors affecting consumer behaviour at micro and macro level for
making a purchase decision.

Consumer Behavior by Karunik and Schiffman: The book highlights dynamic business
environment is turbulent as never before and the service industry as promising as never
before. In this era of intense competition companies understand the customer is the king in
the market and success depends a lot on the efficiency of the managers in delivering the
promised product or services. The responsibility lies on the organisations to develop a
culture, ethics, responsibility, value and quality services should be offered to achieve higher
level of customer satisfaction. Dynamic consumer behaviour is required to analyse various
factors affecting consumer purchase decision directly or indirectly.

19
Consumer Behaviour by Batra, S, K & Kazmi,: The book has described consumer
decision making process, buyers black box and importance of consumer behaviour studies
for marketers in order to understand what satisfy the ultimate consumer. The book described
vital characteristics of Indian consumer and competitive advantages in Indian context for the
marketers. The consumer decision process, buying roles and consumer black box are
discussed in detail. The various steps evolving consumer decision making are linked with the
life stages. Young buyers, women and children considered as uprising consumers groups as a
part of competitive market situations.

Marketing Management by Philip Kotler: The customer is always considered as a core of

business activity. Author discussed in this book that marketing is only one factor in attracting
and keeping customers. Peter F. Drucker observed that a company‟s first task is “to create
customers.” Customer estimate will deliver the most value. The book highlighted consumer
decisions making process and buying roles. The book considered customers as value
maximiser within the bounds of search costs, limited knowledge, mobility and income.6
Services Marketing by C. Lovelock and J. Writz: The book emphasised on services
marketing as a broad area and places marketing issues within a broader general management
context while offering a balanced focused on close ties that link marketing, operations and
human resource marketing. It also relates the understanding of consumer behaviour function
to develop appropriate marketing strategy. Service triangle, feature of services and service
marketing strategies are discussed in this book with detailed explanation of service quality
model.

Services Marketing by Lovelock: The book is emphasised on advancements and challenges

in services marketing. The book discussed role of consumer in designing services, delivering
and performing quality service to the consumers for deriving customer satisfaction. The book
focused on complexity of designing service marketing strategies and establishing service
standards. Various threats and challenges in designing service marketing strategies have been
discussed with required solutions in turbulent marketing situations.

20
Services Marketing by Zeithaml and Bitner: The book emphasised on various ingredients
of services marketing such as consumer behaviour in services, services designs and
standards, delivering and performing service and managing service promises. The book
focused on various challenges and issues of service marketing, the GAPS model of service
quality and customer defined service standards. The book discussed service quality models
and service preference models in detail. The book also recommended uniformity in quality
standards should be implemented.

CHAPTER-IV

21
 OBJECTIVES OF THE STUDY

CHAPTER-IV

OBJECTIVES OF THE STUDY

The objectives of my study are as follows:

 To study consumer motivation for buying a smart phone.

 To analyze the consumer preference for brands of smart phone.

22
 To determine whether there is a significant difference between preferences for
features of smart phones on the basis of gender.

 To identify the most effective medium for advertisement of smart phone.

CHAPTER-V

23
 RESEARCH METHODOLOGY

CHAPTER-V

Research Methodology

Research Design:
It is the plan, structure of investigation conceived so as to obtain answer to research question.
It is the specification of methods and procedures for acquiring the information needed.

It is concerned with:

 Overall operational pattern

24
  Framework of the project
 Stipulates what information is needed

The first step that undertakes in the report was the selection of research. The research design,
which was adopted for the study was descriptive in nature.

The two types of research are as follows:

Exploratory research: It is to generate new ideas.

Descriptive research: They are well structured. It can be complex, a high degree of
scientific skill on the part of the demanding a high degree of scientific skill on the part of the
researcher. It can be taken in certain circumstances. When the researcher is interested in
knowing the characteristics of certain groups such as, gender, profession, a descriptive study
may be necessary.

In this I did descriptive research also because I want to know the consumer buying behaviour
and preferences towards smart phone.

Primary Data

The descriptive nature of research necessitated collection of primary data from smart phone
users through survey. Personal Interview method will be used and interview would be
conducted through structure questionnaire.

Secondary Data
Websites

RESEARCH INSTRUMENTS

I prepared a structured questionnaire to collect the data and it consisted of Multiple-choice

questions, direct questions and open-ended question.

SURVEY LIMITATIONS

25
▪ Time Constraint - Sampling was not a perfect representation, could have been larger.
▪ Survey Length - Questions, would’ve liked more to capture more critical data but there
were concerns about the impact on participation.

Research Instruments

I prepared a structured questionnaire to collect the data and it consisted of Multiple-choice

questions. The main function of the questionnaire was to know the consumer behavior
towards smart phone.

Sample Plan:

A part of a population or a subset from a set of units which is provided by some process or
other.

Sample Size: The sample size considered was 75 for consumers.

Method of Sampling: Convenience sampling.

Steps In Research Methodology-

PROBLEM RECOGNITION

LITERATURE REVIEW

26
 FORMULATING
HYPOTHESIS
RESEARCH DESIGN

DATA COLLECTION

DATA ANALYSIS

REPORT WRITING

27
 CHAPTER-VI
DATA ANALYSIS & INTERPRETATION

CHAPTER VI

Presentation, Analysis and Interpretation of Data

1). Motivation Factor For Buying a Smart phone:

Statistics

Reasonforpurchase
N Valid 75
Missing 0
Mean 1.8800 28
 Reasonforpurchase

Cumulative
Frequency Percent Valid Percent Percent
Valid Required for Work 27 36.0 36.0 36.0
Features 36 48.0 48.0 84.0
Status Symbol 6 8.0 8.0 92.0
Multitasking 6 8.0 8.0 100.0
Total 75 100.0 100.0

Reasonforpurchase

40
F re q u e n c y

30

20

10

0
Required for Work Features Status Symbol Multitasking
Reasonforpurchase

Interpretation:
48% of consumer said that the reason for purchase of a smart phone is its
features followed by its utility for work (36%).

2).Most Preferred Brand:

Statistics

Mostpreferredbrand
N Valid 75
Missing 0
Mean 2.3200

Mostpreferredbrand

29
 Cumulative
Frequency Percent Valid Percent Percent
Valid Apple 31 41.3 41.3 41.3
Blackberry 8 10.7 10.7 52.0
HTC 17 22.7 22.7 74.7
Samsung 19 25.3 25.3 100.0
Total 75 100.0 100.0

Mostprefferedbrand

40

30
F re q u e n c y

20

10

0
Apple Blackberry HTC Samsung
Mostprefferedbrand

Interpretation:
Apple (41.3%) is the most preferred brand by consumers followed by Samsung
(25.3%) and HTC (22.7%).

3). Features Preferred while purchase of a smart phone:

1).Touch Screen
Statistics

Touch Screen
N Valid 75
Missing 0
Mean 3.4533

Touch Screen

30
 Cumulative
Frequency Percent Valid Percent Percent
Valid Least Preferred 4 5.3 5.3 5.3
Somewhat Preferred 16 21.3 21.3 26.7
Neutral 12 16.0 16.0 42.7
Preferred 28 37.3 37.3 80.0
Most Preferred 15 20.0 20.0 100.0
Total 75 100.0 100.0

TouchScreen

30
F re q u e n c y

20

10

0
Least Preferred Somewhat Neutral Preferred Most Preferred
Preferred
TouchScreen

Interpretation:
37.3 % of consumer said that touch screen is preferred as a feature while 21.3%
of consumer prefers it somewhat.
2).Wi Fi
Statistics

Wifi
N Valid 75
Missing 0
Mean 3.5867

Wifi

Cumulative
Frequency Percent Valid Percent Percent

31
Valid Somewhat Preferred 17 22.7 22.7 22.7
Neutral 16 21.3 21.3 44.0
Preferred 23 30.7 30.7 74.7
Most Preferred 19 25.3 25.3 100.0
Total 75 100.0 100.0

Wifi

25

20
F re q u e n c y

15

10

0
Somewhat Preferred Neutral Preferred Most Preferred
Wifi

Interpretation:
30.7% of consumer preferred Wifi and 25.3% of consumer said it is most
preferred for them.

3).Apps:
Statistics

Apps
N Valid 75
Missing 0
Mean 3.5067

Apps

Cumulative
Frequency Percent Valid Percent Percent
Valid Least Preferred 19 25.3 25.3 25.3

32
 Somewhat Preferred 1 1.3 1.3 26.7
Neutral 14 18.7 18.7 45.3
Preferred 5 6.7 6.7 52.0
Most Preferred 36 48.0 48.0 100.0
Total 75 100.0 100.0

Apps

40

30
F re q u e n c y

20

10

0
Least Preferred Somewhat Neutral Preferred Most Preferred
Preferred
Apps

Interpretation:
48% of consumers said that Apps is the most preferred feature for them.

4).G.P.S:
Statistics
GPS
N Valid 75
Missing 0
Mean 1.6133

GPS

Cumulative
Frequency Percent Valid Percent Percent
Valid Least Preferred 43 57.3 57.3 57.3

33
 Somewhat Preferred 22 29.3 29.3 86.7
neutral 6 8.0 8.0 94.7
Preferred 4 5.3 5.3 100.0
Total 75 100.0 100.0

GPS

50

40
F re q u e n c y

30

20

10

0
Least Preferred Somewhat Preferred neutral Preferred
GPS

Interpretation:
57.3% of consumer said that they prefer the GPS technology the least in smart
phone and 29.3% of consumer prefer it somewhat.

4). Information Source:

(a).Where did you look for the information before purchasing a
smart phone?
Statistics

Info Source
N Valid 75
Missing 0
Mean 2.6133

Info Source

34
 Cumulative
Frequency Percent Valid Percent Percent
Valid In store Promo Display 11 14.7 14.7 14.7
Internet retailer/ review/
technology websites 27 36.0 36.0 50.7

Television/ Newspaper 17 22.7 22.7 73.3

Word of mouth 20 26.7 26.7 100.0
Total 75 100.0 100.0

InfoSource

30
F re q u e n c y

20

10

0
In store Promo Display Internet retailer/ review/ Television/ Newspaper Word of mouth
technology websites
InfoSource

Interpretation: Mostly consumer collects the information from internet

websites (36%) and then they trust word of mouth (27%).
(b). Did you take advice from someone else?
Statistics

Advice
N Valid 75
Missing 0
Mean 2.1467

Advice

Cumulative
Frequency Percent Valid Percent Percent
Valid Someone Tech Savvy 22 29.3 29.3 29.3

35
 Someone Recently
Bought the same 28 37.3 37.3 66.7

Someone already used 17 22.7 22.7 89.3

Can't Say 8 10.7 10.7 100.0
Total 75 100.0 100.0

Advice

30
F re q u e n c y

20

10

0
Someone Tech Savvy Someone Recently Someone already used Can't Say
Bought the same
Advice

Interpretation:
37.3 % of consumer said they had consulted with someone recently bought the
same while 29.3 % of consumer consulted with someone tech savvy.
(5). Future Purchase and Mode of Purchase of Smart phone
(a).Statistics
MethodOfBuying
N Valid 75
Missing 0
Mean 1.6800

MethodOfBuying

Cumulative
Frequency Percent Valid Percent Percent

36
Valid Search options with in
a particular brand 24 32.0 32.0 32.0

Go for different brand 51 68.0 68.0 100.0

Total 75 100.0 100.0

MethodOfBuying

60

50

40
Frequency

30

20

10

0
Search options with in a particular brand Go for different brand
MethodOfBuying

Interpretation: For future purchase 68% of consumers said they will go for
different brands and 32% search options within a particular brand.

b). Future Purchase

Statistics

Future Purchase
N Valid 75
Missing 0
Mean 2.3600

Future Purchase

Cumulative
Frequency Percent Valid Percent Percent
Valid Apple 29 38.7 38.7 38.7

37
 Blackberry 10 13.3 13.3 52.0
HTC 16 21.3 21.3 73.3
Samsung 20 26.7 26.7 100.0
Total 75 100.0 100.0

FuturePurchase

30
F re q u e n c y

20

10

0
Apple Blackberry HTC Samsung
FuturePurchase

Interpretation:
For purchase of smart phone in future consumer are more interested in brands
like Apple followed by HTC and Samsung.

6).Most Effective Advertising Media

Statistics

Effective advertising
N Valid 75
Missing 0
Mean 3.0800

Effective advertising

Cumulative
Frequency Percent Valid Percent Percent
Valid Television 16 21.3 21.3 21.3
Newspaper 7 9.3 9.3 30.7

38
 Magazine 7 9.3 9.3 40.0
Internet Websites 45 60.0 60.0 100.0
Total 75 100.0 100.0

Effectiveadvertising

50

40
F re q u e n c y

30

20

10

0
Television Newspaper Magazine Internet Websites
Effectiveadvertising

Interpretation:
The most effective medium for advertisement as per consumers view is internet
websites (60%) followed by T.V (21%).

39
 CHAPTER-VII
FINDINGS & SUGGESTIONS

CHAPTER-VII

FINDINGS & SUGGESTIONS

FINDINGS:

On the basis of Analysis of available table following findings are drawn by the

researcher.
40
 1. 48% of consumers said that Apps is the most preferred feature for them

2. 57.3% of consumer said that they prefer the GPS technology the least in smart phone.

3. 48% of consumer said that the reason for purchase of a smart phone is its features
followed by its utility for work

SUGGESIONS

On the basis of the findings following suggestions are given by the researcher.

1. Smart phone companies should focus more on advertisements on internet websites.

2. As consumer wants more and more features so smart phone manufacturers should
increase the number of features.

3. As the consumer prefers word of mouth or consulting someone tech savvy, so smart
phone brands must maintain their good will and increase services.

41
 CHAPTER-VIII
LIMITATIONS

LIMITATIONS:

 Since questionnaire where used for collecting the primary data, so there are
chances that the given data may vary from the actual, which can lead to wrong
results.

42
 Due to the limitation of time, there were some of the factors, which were not
considered in the study.

43
 CHAPTER-IX
CONCLUSION

CONCLUSION:

 Most preferred brand in smart phone market is Apple followed by Samsung and HTC.

 The main reason for smart phone purchase is its features.

44
 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. So consumer is not brand loyal in case of smart phone.

 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.

 There is no association between gender and brand loyalty for Smart phone.

45
 CHAPTER-X
REFERENCES

REFERENCES

BOOKS

46
Research Methodology : C.S.R. Kothari

Principles of Marketing : Philip Kotler, Prentice Hall of India

Fundamentals of Marketing : William J. Stanton, Mc Graw Hill, New Delhi

Websites:-

1. www.blackberry.com
2. www.htc.com
3. www.apple.com
4. www.samsung.com
5. www.wikipedia.com
6. www.google.com

47
 CHAPTER-XI
ANNEXURE

QUESTIONNAIRE

Name-______________________
Mobile-_____________________

Q1. Demographics:

48
  Gender-_______

 Age-____

 Educational Level-_________

 Profession-________________

Q2. What one reason makes you purchase a smart phone?

1).Required for Work
2).Features.
3).Status symbol.
4).Multi Tasking.

Q3.Which brand of smart phone you prefer the most?

1). Apple.
2). Blackberry
3). HTC
4). Samsung

Q4.Please tick as per your preference for feature you were looking while buying a smart
phone?
(1- Least Preferred & 5- Most Preferred)

Feature Least Somewhat Neutral Preferred Most

Preferred Preferred Preferred
Touch
Screen
Wi-Fi
Apps
GPS

Q5. (a).Where did you look for the information before purchasing a smart phone?

1).In Store promo Display.

2).Internet retailers/ reviews / technology websites.
3).Television / Newspaper.
4). Word of mouth

(b). Did u take advice from someone else?

1). someone having latest technological update.

2). someone recently bought the same.
3). Someone already used.

Q6. Tick the appropriate option:

(a).Which method of buying will you use for future purchase?

49
 1). Search options with in a particular brand.
2).Go for different brand.

(b). If in case you will buy a smart phone in future you will go for which brand?

1). Apple. 2). Blackberry 3). HTC 4).Samsung 5).Cant say now.
Q7). Which type of advertising do you feel is most effective for smart phones?

1).Television.
2).Newspaper.
3).Magazine.
4).Internet websites.

50