A Study of Consumer Behavior While Purchasing Smartphones in Ahmedabad City
A Study of Consumer Behavior While Purchasing Smartphones in Ahmedabad City
A Study of Consumer Behavior While Purchasing Smartphones in Ahmedabad City
Submitted By:
1. Mansi Buddhdev
2. Jay Bapodara
3. Avinash Gupta
4. Pratik Joshi
5. Khushi Paun
6. Aayush Kothari
7. Bhavik Samariya
Submitted to:
2. RESEARCH OBJECTIVES:
(Gopal & Anjali & Aakanksha,2013) studies showed that in today’s market
medium screen phones are quite popular, followed by large screen phones while
the only minority of buyers go for the small screen models as evident from the
survey conducted on consumers. As far as the size and weight of handsets are
considered, slim handsets are leading the consumer market, followed by medium
and as for the weight, light weighted phones are more popular while heavy
weighted are the least while medium weighted phones still hold a ground in the
market as observed from the study conducted.
Das (as cited in Sata, 2013.[7]) conducted an empirical research based on a survey
method. According to the study, a handset of reputed brand, smart appearance, and
with advanced value added features, pleasure ability and usability; is the choice of
young consumers; females in gender-group, post-graduates in level of education
group, students in occupational group, urban residents in the geographical area
group plays most prominent role in buying decision of a mobile handset.
Liao, Yu-Jui, (2012) [9] : investigated the determinants in smart phone purchases
and identified the market segmentation of smartphones. The result of the study
shows that when buying a smartphone, a consumer who considers that product
design and integration of hardware and software are important and that the
convenience of transferring files or media display are not important would choose
Apple’s iPhone.
A.Mohankumar and U.Dineshkumar, (2015) :This study helps to know the factors
which influence the consumer to purchase Mobile Phones. Have report to know the
buying behaviour of the consumer while choosing Mobile Phones. This study also
helps to know the consumers satisfaction level towards different branded mobile
phones and the reason for the dissatisfaction of the consumer. The consumer
buying a variety of mobile phones which satisfy his wants and they are always
influenced by his purchasing activities by some considerations which lead him to
select a particular brand or a particular store in preferred to others.
Dr.Abdul Ghafoor Awan and Ms. Arooj Fatima, (2014) : This research aims to
study the “youth purchasing behaviour in selection of mobile phones”. This type of
research which was conducted to find the impact of various independent variables
on the purchasing behaviour. The study included both male and female
respondents to show that how marketing strategies used by marketers in terms of
service quality, pricing, value offered, trust and switching cost affects the
purchasing behaviour Youth is considered as the largest and important segment of
customers which cannot be ignored by cellular companies if they want to increase
their profits.
Mesay Sata, (2013) : From this analysis, it was clear that consumer’s value price
followed by mobile phone features as the most important variable amongst all and
it also acted as a motivational force that influences them to go for a mobile phone
purchase decision. The study suggested that the mobile phone sellers should
consider the above mentioned factors to equate the opportunity. The objective of
this research was to investigate the underlying factors that determine the decision
to purchase mobile phone devices. According to the study, majority of the
consumers own Nokia mobile phones. Moreover, most of Nokia mobile phone
users have a plan to shift to other brands such as Samsung, Apple and BlackBerry.
Thanika Devi Juwaheer, (2012) : In this article explores the various factors which
“impact on the selection of mobile phones among young customers”. This paper
reviews the determining factors impacting on the selection of mobile phones
among young customers. It reports upon the empirical findings of the customer
survey on the various factors impacting on the selection of mobile phones by the
questionnaire method .The analysis has revealed that young customers have
identified pricing as a key determinant while selecting mobile phones. The results
of the analysis have also suggested that top of mind awareness and perceived brand
value are key factors contributing towards mobile phone selection. Results also
unveiled mobile phone features and young consumers lifestyle impacting on
mobile phones selection.
Hassan Jawad Soomro, (2009): This article besides studying brand selection by the
“consumers to understand the overall purchase behaviour of this segment of
consumers”. The results of this study will provide insight and information for
administrators, practitioners, and researchers about the behaviour of consumers
towards various mobile brands. The results concluded that a large number of
respondents prefer the purchase the mobile phone with value added facilities like
camera, large screen, familiar brand and low price. The main purpose of this study
was to find out the opinion of the respondents from various preferences in
purchasing mobile phone handset and mobile phones. This study is exceptional in
the sense that it has investigated the general opinion of young generation regarding
the purchase of mobile phones. the study also concluded that the purchase
preference is not discriminated by the gender of the respondents. The current study
has opened new avenues of research for the research scholars in Pakistan.
Md Reaz Uddin and Nusrat Zahan Lopa2 (2008) : This study has put efforts to
uncover the underlying “factors those affect customers in choosing mobile
phones”. The results show that the most important factor is physical attributes.
Some other factors are pricing, charging and operating facilities, size and weight,
friends’ and colleagues’ recommendations, neighbours’ recommendations and
advertising. The research was to find out the underlying factors those have a role to
determine the brands while customers purchase mobile phone. It has been seen
from the previous discussion that there are lots of variables customers consider
before choosing brand of mobile phones. Some of the factors influence customers’
decision greatly while others have comparatively low impact on the purchase
decision. At the time of survey, it was observed that various types of facilities are
expected by the customers. But this research work does not deal with the customer
expectation. The research has identified that many factors are deemed as selection
criteria of mobile phones.
(Ashutosh Singh Parihar, April 2021) The article is describing two major consumer
decisions while buying a smartphone. The behavior of consumers towards
smartphones is increasingly a focus of marketing research.The results of the
research confirm that the regulatory focus has an influence on consumer behavior
towards smartphone purchase decision by affecting their perception, motivation,
and lifestyle.Mobile as a medium is growing fast with its easy accessibility and
reach with most adults and many children now owning mobile phones.
Such handheld compact gadgets that offer both communication and computing are
known as Smart phones.India is a market wherein the leading smartphones brands
in the world involve in cut throat competition and make every possible effort to
win the Indian customer.
(Debasish Rout, July 2022) The article talks about the exploration of the key
factors that inspire consumers to purchase and use smartphones.In this cyber-era,
connectivity with all in every aspect is the need of the hour, the solution to this is
portable devices, and smartphone is one such electronic gadget which makes our
work easier and faster.This research describes underlying factors that play a
leading role.Investigators also analyze respondent's demographic characteristics
and the research was conducted in Bhubaneswar district of Khurda.A smartphone
not only fulfills the calling and receiving function but also meets various
consumer needs such as internet and social networking, multimedia, selfie,
assessment of health traits, video calling etc.
4. HYPOTHESIS
HO1: Customers are not Brand conscious.
HO2: Customers are not price conscious.
HO3: Customers preferences regarding different Smartphone brand does
not keep on changing.
HO4: Customers are not aware about after sales service.
HO5: There is no relationship between gender & money spent on
Smartphones.
5. SIGNIFICANCE OF STUDY
6. RESEARCH DESIGN
● Descriptive Analysis.
● Chi Square
● T test
● Anova test
● Binomial Test
11. BIBLIOGRAPHY