D.A.V.

College SUMMER
D.A.V. College
PROJECT SUMMER
REPORTPROJECT REPORT
BBA 7THBBA 7TH SEMESTER REVIEW
SEMESTER
MATRIX GUIDELINES
Students Name: ……Shreya Sapkota……………………….
Name of the Supervisor:……Mr. Rajesh Kumar Chaudhary……………
Submission Date:…26th February 2023…………….

Review Matrix

1)
Title Factors affecting the demand for Smartphones among young adults.
Journal Name International Journal on Social Science, Economics and Art
Author Mei Min, Chow
Published Date 2011
Research Question/ Objectives The main objective of this study is to develop a literature review of factors affecting
the demand for Smartphones among young adults.
Variable Used Smartphone demand, Product features, Brand personality, Price, and Social Influences
Methodology Correlational Research Design, N=300, Convenience Sampling Method,
Questionnaire
Major Findings Social Influences played a vital role as compared to other variables when consumers
are making decisions to purchase a smartphone.
Limitations/ Research Gap Limited to a single university, not generalized
 D.A.V. College SUMMER
PROJECT REPORT
BBA 7TH SEMESTER REVIEW
MATRIX GUIDELINES

2)
Title Brand personality and purchase intention
Journal Name European Business Review
Author María de la Paz Toldos-Romero Ma & Margarita Orozco-Gómez
Published Date 2015
Research Question/ Objectives The purpose of this paper is to analyze the effects of brand personality dimensions on
purchase intention.
Variable Used Brand personality, Purchase intention
Methodology Causal-comparative research design, N=450, non-probability convenience sampling,
interviews, questionnaire
Major Findings The results found regarding purchase intention are important, as they can be used to
identify those personality brand dimensions that appear to be most important in
explaining consumer preferences.
Limitations/ Research Gap Limited brands were used. Sample from only one university.

3)
Title Factors affecting the purchase intention of smartphone: A study of young consumers
in the city of Lucknow
Journal Name Pacific Business Review International
Author Kaushal, S. K., & Kumar, R.
Published Date 2016
Research Question/ Objectives To explore the factors affecting consumers' purchase intention of Smartphones and
find out if there is any significant difference between the responses of males and
females.
Variable Used Relative Advantage, Dependency, Compatibility, Convenience, Product Features,
Price, Brand name and Social Influence, Purchase intention
Methodology Correlational design, non-probability sampling, N=475, Questionnaire
Major Findings Only Compatibility, Dependency and Social Influence were the factors which
significantly affect the purchase intension of the Smartphone consumers.
Limitations/ Research Gap Time & budget issues led to lack of generalization
 D.A.V. College SUMMER
PROJECT REPORT
BBA 7TH SEMESTER REVIEW
MATRIX GUIDELINES

4)
Title Factors affecting smartphone purchase decision among Malaysian generation-Y.
Journal Name International Journal of Asian Social Science.
Author Karen Lim Lay-Yee, Han Kok-Siew & Benjamin Chan Yin-Fah
Published Date 2013
Research Question/ Objectives The purpose of this study is to investigate the purchase decision of Malaysian Generation Y
and its association with brand concern, convenience concern, product feature concern and
social influence concern.
Variable Used Purchase decision, brand, convenience, product feature and social influence
Methodology Convenience sampling, Questionnaire, N=536, Correlational Research design
Major Findings The findings revealed that there is a significant relationship between all variables with a
purchasing decisions.
Limitations/ Research Gap This study is limited by the number of respondents, area and location, and the lack of other
approaches to gather data other than secondary research and questionnaire.

5)
Title Diversified users’ satisfaction with advanced mobile phone features.
Journal Name Universal Access in the Information Society.
Author Chen Ling, Wonil Hwang & Gavriel Salvendy
Published Date 2006
Research Question/ Objectives To examine the degree to which each of the above features impacts the users’ overall
satisfaction.
Variable Used Camera, color screen, voice-activated dialing, Internet browsing, and wireless
connectivity, satisfaction
Methodology Correlational design, N=237, Questionnaire, Non-probability sampling.
Major Findings The results suggest that color screen, voice-activated dialing, and Internet browsing
function highly predict user satisfaction, and their preference levels account for 22.7%
of the variance in customer satisfaction.
Limitations/ Research Gap Major focus on specifications rather than qualitative benefits.
 D.A.V. College SUMMER
PROJECT REPORT
BBA 7TH SEMESTER REVIEW
MATRIX GUIDELINES
6)
Title Factors Affecting Smartphone Purchase Intention of Consumers in Nepal
Journal Name Journal of Asian Finance, Economics and Business
Author Bharat Rai
Published Date 2021
Research Question/ Objectives The main aim of this research paper is to identify the factors that influence smartphone
purchase intention in the Nepalese market.
Variable Used Purchase intention, brand personality, attribute factors, and the price
Methodology 7-point Likert scale survey questionnaire, Correlation analysis, N=367.
Major Findings Smartphone purchases are unaffected by brand personality. Product features and price also
affect smartphone purchasing intention in Nepal.
Limitations/ Research Gap Use of fewer independent variables, major focus on attributes

7)

Title Consumer’s Attitude towards the Use of Smartphones in Bangladesh: A Circumstantial Study
on Rangpur Region
Journal Name European Journal of Business and Management
Author Mosa. Shely Khatun, Md. Jewel Rana & Md. Julfikar Ali
Published Date 2017
Research Question/ Objectives To examine the consumer’s attitude towards Smartphone usage and explore the relationship of
the selected socio-economic profile of Smartphone consumers with their attitude toward
Smartphone usage.
Variable Used Gender, Age, Income, Occupation, Experience & Attitude toward smartphone
Methodology Correlational analysis, Questionnaire, Convenience Sampling, N=559
Major Findings The findings revealed that the majority (70 percent) of the respondents felt favorable category
followed by 25 percent as most favorable and 5 percent less favorable towards Smartphone.
Limitations/ Research Gap There were many considerable attributes remaining to use Smartphone but only 10 of them
were selected for investigation.
 D.A.V. College SUMMER
PROJECT REPORT
BBA 7TH SEMESTER REVIEW
MATRIX GUIDELINES
8)
Title Consumer Buying Behavior of Mobile Phone Devices
Journal Name Journal of Marketing and Consumer Research
Author Mesay Sata
Published Date 2013
Research Question/ Objectives The purpose of this study is to investigate the factors affecting the decision of buying mobile
phone devices in Hawassa town.
Variable Used Buying decision, Price, Social Factors, Durability, Brand name & Product Features
Methodology Simple random sampling, n= 246, questionnaire, causal comparative design
Major Findings Consumer’s value price followed by mobile phone features as the most important variable which
influences them to go for a mobile phone purchase decision.
Limitations/ Research Gap Limited only to a specific location.

9)
Title A Study of Purchase Intention on Smartphones of Post 90s in Hong Kong
Journal Name Asian Social Science
Author Anthony Tik-Tsuen Wong
Published Date 2019
Research Question/ Objectives The purpose of this research is to study the factors affecting the purchase intention of
smartphones of post-90s in Hong Kong.
Variable Used Purchase intention, brand name, price, social influence
Methodology Convenience sampling, n=200, correlational analysis, structured questionnaire
Major Findings The research had found that for post 90s teenagers who concerns about their self-value and
interests more than monetary value, brand name and social influence are the significant factors
they consider in purchase intention of smartphones whilst price is not.
Limitations/ Research Gap The research used self-administrated questionnaire, some respondents might not understand the
meaning of the questions and therefore they might choose an answer randomly without detailed
consideration.
 D.A.V. College SUMMER
PROJECT REPORT
BBA 7TH SEMESTER REVIEW
MATRIX GUIDELINES

10)
Title Consumer Choice Criteria in Mobile Phone Selection: An Investigation of Malaysian University
Students
Journal Name International Review of Social Sciences and Humanities
Author Mokhlis, S. & Yaakop, A.
Published Date 2012
Research Question/ Objectives To analyze the importance of different choice criteria in mobile phone selection among Malaysian
consumers.
Variable Used Consumer choice, innovative features, image, price, personal recommendation, durability and
portable aspects, media influence, and post-sales service.
Methodology Non probability sample, N=500, Correlational design, self-administered questionaries.
Major Findings This study raises awareness of how product features influence consumer behavior and implies that
customers base their purchasing decisions on their evaluation of product aspects.
Limitations/ Research Gap Location and timing bias. Lack of generalization.

Proposed Topic: Factors Influencing the Purchase Intention of Smartphones in Lalitpur City
 D.A.V. College SUMMER
PROJECT REPORT
BBA 7TH SEMESTER REVIEW
MATRIX GUIDELINES

Name: Shreya Sapkota

Name of the Supervisor:
Date of Visit: 26th Feb, 2023
Work Progress/ Areas Covered:……………………………………………….

Feedback by Supervisor:
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