Commerce , Management & Computer Science (CMCS) College

Udoji Maratha Boarding Campus, Gangapur Road, Nashik

Project Report On

STUDY ON COUSUMER BUYING BEHAVIOUR TOWARDS SMARTPHONE

Submitted By

Shreyans.Anup.Bothara

Submitted To

Savitribai Phule Pune University

For The Partial Fulfilment of

Bachelor Of Business Administration (BBA) Course

Under The Guidance of

Academic Year

2019-2020
 Commerce , Management & Computer Science (CMCS) College

Udoji Maratha Boarding Campus, Gangapur Road, Nashik

CETIFICATE

This Is To Certify that,

Shri./ Smt./ Kum._____________________________________ Of

T.Y. BBA Div ___________________ And Roll No. _______ Has satisfactorily
completed 5 industrial visits in the subject Business Exposure and laid down by the
Savitribai Phule Pune University For the academic year _________

Project Guide
HOD

Internal Examiner External

Examiner
 DECLARATION

I, hereby declare that the project report entitled “Project report on Industrial
Visits” is a genuine and beneficed work reported by me. The project report is base on the
data collected by me. The matter presented in the report is not copied from any other
report. The project is undertaken as a part of academic curriculum according to the
Savitribai Pule Pune University rules. Norms and by no commercial interest.

Date : Shreyans.A.Bothara

Place : (T.Y. BBA.)

 ACKNOWLEDGEMENT

Before turning towards work, I would like to add few words for the people who were part
of this project in numerous ways, people who gave support to me from start of the project
till end.I would like to give special thanks to our principle Dr S.N. Shinde of this
encouragement and words of wisdom during project work.I would like to give me sincere
thanks to Mr. Prasant M. Bankar Head of BBA Department and Guide, for his constant
encouragement and kind help during my project work.Particularly, I would like to take
this opportunity to express honor, respect, and deep gratitude and genuine regards to all
Authorities and Managers of various organizations for giving me permission and all
guidance required for project.I feel extremely grateful to all teaching and non-teaching
staff of my department for extending thire helping hands to me during project work.
 CHAPTER:1:- INTRODUCTION

INTRODUCTION
The increasing trend in Smartphone among the people is the main reason that has amplified
the interest to research on the topic. People’s obsession about the Smartphone has been
increasing rapidly. The aim of this research is therefore to find out consumer behaviour of
Smartphone buyers in Indian Market. The research is trying to find out that why do people
desire to purchase a smartphone, what influence people in purchasing a smartphone and what
motivate them in making the purchase decision.
Different consumers have different characteristics in their life that also influences their
buying behaviour. Social factors such as family, groups, roles and status) and personal factors
(such as age, occupation, lifestyle, personality and self-concept) are those characteristics that
could influence the buyer behaviour in making final decision.

Nowadays cheaper smart phones are also available in the market. But why people buy
expensive smartphones? Price, quality, brand, country of origin, marketing, sales, word of
mouth etc. could be several factors that a consumer may think before buying a Smartphone.
How much does brand of smartphone affect the buying decision of a customer? As there are
various types of smartphones available in market with varying price; what is the difference
between them? And how they impact the customer buying decision?

This research also aims on the marketing strategy of the smartphone companies to influence
the buying behaviour of customer. These strategies include Promotional campaigns, Tie-Ups
with network carrier etc.

 CONSUMER BUYING BEHAVIOUR

One of the fundamental issues in consumer behaviour is the way consumers develop, adapt
and use decision-making strategies (Moon, 2004). Consumer decision making could be
defined as the “behaviour patterns of consumers, that precede, determine and follow on the
decision process for the acquisition of need satisfying products, ideas or services” (Du Plessis
et al.,1991).
Consumer decision making has long been of great interest to researchers. Early decision
making studies concentrated on the purchase action (Loudon and Bitta, 1993). It was only
after the 1950’s that modern concepts of marketing were incorporated into studies of
consumer decision making, including a wider range of activities (Engel, Blackwell and
Miniard, 1995). The contemporary research indicates that more activities are involved than
the purchase itself. Many other factors influence the consumer decision making than the final
outcome. Vast numbers of studies have investigated this issue and many models have been
developed accordingly. Models aim to depict the purchase decision-making process and its
influential factors.
Consumer behaviour is a wide range of study about the decision making processes that a
consumer make at the time of making a purchase. According to Kotler (2009) “Consumer
behaviour is the study of how individuals or groups buy, use and dispose of goods, services,
ideas or experience to satisfy their needs or wants”. In the early stages, consumer behaviour
17 was taken as buyer behaviour that reflects the interaction between consumers and
produces at the time of purchase but now marketers recognize consumer behaviour as an
ongoing process not only what happens at the time when consumer gives money and gains
some goods or services (Solomon, 2006
In the eye of marketers, a consumer is known as “a man with a problem” Therefore a
consumer purchase is the response to that problem. The process that a consumer takes in his
decision making is quite interesting to most of the large companies. They are extremely
trying to research the consumer buying process to find out what consumers buy, where and
how they buy, when and why they buy. It is easier for researchers to find the answers for
what, how, where, when and how much consumers buy but it is not that much easy to find
why they buy. The reason is “the answers are often locked within the consumer’s head”
(Kotler and Keller, 2009).
Usually a buyer passes through five stages to reach his buying decision. First the buyer
notices the difference between his current state and ideal state and recognizes his want and
need for something. A need can also be aroused by external stimuli. He/she starts searching
the information for his/her desired product through different channels like family, friends,
advertisement or mass media. After sufficient information is gathered, the buyer processes
the information to evaluate the alternatives brands in the choice set. Finally he purchases the
product which he assumes to be the best for him. After purchasing the product, the buyer will
take further action to the marketer based on his satisfaction or dissatisfaction (Kotler, 2009).
For purchasing a smartphone a buyer goes to these five stages. These stages help the buyer to
evaluate his/her needs, choose the best smartphone according to his/ her need and budget and
purchase it.
1.2 Indian Market Overview
India is one of the fastest growing economies all over the world and a live example which
depicts the development is the growth of the telecommunication industry in India, especially
the in the field of mobile communication. There is a continuous increase in disposable
income; there has been a radical shift in the attitude and aspirations of the consumers. Mobile
phone has become essential parts of personal and business life. The recent growth of mobile
phone usage is an observable fact that crosses all age and gender boundaries. Due to fierce
competition in the field of mobile communication the need arises for the study to know how
consumer behaves in the time of purchase. India is currently the 2nd largest mobile handset
market in the world and is about to become an even larger market. Buoyed by the high
demand for smartphones, the mobile handset market in India is estimated to have grown by
14.7% in financial year 2017 to touch Rs. 35,946 crore, according to a Voice & Data Survey
compared to Rs.31,330 crore in financial year 2018 (Cybermedia.co.in, 2018). The mature
Indian mobile consumers are increasing their preference for high-end handsets and the
younger demographics desires to use mobile web technologies that could see the smartphone
markets revenues soar. TechNavio's analysts forecast the Smartphone market in India to grow
at a Compound Annual Growth Rate of 116.4 per cent over the period 2018 2019. One of the
important factors contributing to this market growth is the increasing demand for all-in-one
devices. The Smartphone market in India has also been witnessing an increasing availability
of dual SIM smartphones. However, lack of specific applications for Indians could pose a
challenge to the growth of this market.
Smartphones has penetrated everywhere and peaked out in many countries. India, the second
largest telecom market by subscriber base after China, witnessed phenomenal growth in last
decade. The total subscriber base as of June 2018 was 903 million as compared to 22.8
million total subscribers in 1999. Mobile subscribers accounting for 96.7% of total subscriber
base are responsible for this phenomenal growth in telecom. The country has achieved overall
teledensity of 73.5, urban teledensity of 145 and rural teledensity of 42. Average revenue per
user (ARPU) and Minutes of Usage (MOU) are stabilizing for both GSM as well as CDMA
service operators (The Indian Telecom Services Performance Indicators, 2019). With a fast
growing younger demographic and rapidly expanding economy, the country’s smartphone
numbers are poised to expand at a much faster pace as compared to rest of the world. 11
OBJECTIVE
 To study the buying motive the costumer regarding purchasing a smart phone
 To study the what are the factors whuvh influence and eventally motivate the
costumer to buy smart phone
 To study the what are functions frequently used

To study mostly used and prefered smartphone

SCOPE OF THE STYDY

 The scope of research can be extended on different area
 The project will hepl costumer to focus on core factors while purchasing smartphone
 The research will also higlite on costumer behaviour pattern

LIMITATION OF STUDY
 .The study is restricted only in lasalgaon nashik
 .100 people cannot be resprentative of the population of the entire population of
nashik also the sample group is focused on age catgory of 18 30 years hence the
survey results are not possible to generalize as sample does not represent all age
groups
 .The finding depends on information given by the responders the opnion given by
respondent may be base
  RESEARCH METHODOLOGY
Research methodology is the systmatically solve the research problem,as to how
research is done scintifically . it consist of the different methods that generally
adopted by researchers to study his research problem along with logic behind them it
is necessary for researcher to develop certain tests

Markting methods specifies the information required to address these issues designs the
methods for collection information manages and implements the data collection process
analysis the results and communication the finding and their implication.

 RESEARCH DEFINITION
Research is the careful inquiry or examination to discover new
information and relationship and to expand and to verify the existing
knowledge

Research always sarts with question or problem its purpose is to find answers to
the questions through the application af the scintific methods.it is the systematic
and inetensive study directed towards a more complete knowledge of the
subject studies

 RESEARCH DESIGN
Research design is the structure and strategy of investigation coneived has to obtain answer
to research question to control variance

The researcher after choosing the subject company and the area to conduct his research
decides to establish the theme of the important factor upon which the entire project tobe base

At the outsate the objective of the project where identify thereuopn the conclusive research
was undertaken upon condieration the researcher choose the satisfying design as it suits the
project requiorements the method was waranted as he has desided embark upon a survey and
the analysis and intrepret action of the finding of the survey can only be done properly only if
he choose the statistical design.
  Sources of Data
 Primary Data
 Secondary Data

 PRIMARY DATA :-

These are the data which are collected from some primary sources i.e., a source of origin
where the data generate.These are collected for the first time by an investigator or an agency
for any statistical analysis.

“Data which are gathered originally for a certain purpose are known as primary data.” —
Horace Secrist

 sources of primary data

 Observation
 Interviewing
 Questionnair

 SECONDARY DATA :-
These are the data which are collected from some secondary source i.e. the source of
reservation storage where the data is collected by one person and used by other agency. These
are collected as primary data and used by other as secondary data.

“The data which are used in an investigation, but which have been gathered originally by
someone else for some other purpose are known as secondary data.” — Blair

 The data is coleceted from following

 CONSUMER FEEDBACK IS COLLECTED FROM RELIANCE DIGITAL MINI

NASHIK

 Sources of secondary data

 Newspapers
 Records
 diaries
SAMPLING TYPE:

The sampling type for the consumer survey would be Stratified Random Sampling method.
The Retailer and the National Brand survey would be conducted using Judgemental sampling
method.

Consumer Survey

100 respondents Sampling Frame: Individuals in the age group of 18-30 years.

Retailers Survey:

4 outlets, sampling frame will be samsung ,mi apple, oppo,vivo, Nokia

sample size

100 questionnairs where distrubuted among the respondent on basis of conveient sampling
for the purpose of the research around 85 filled in questionnair and 70 were usable

Place of survey

Lasalgaon, nashik
Chapter 2
PROFILE OF ORGANISATION
 Type Division

Industry Retail

Founded 2007[1]

Headquarter Nashik , Maharashtra, India

Number of 1,900 Reliance Digital and Jio stores (June 2017)

locations

Area served India

Key people Brian Bade (CEO, Aug 2010–)

Products Consumer Durables and Information Technology

Parent Reliance Retail

Website www.reliancedigital.in

Reliance Digital is a consumer durables and information technology concept from Reliance
Retail. It is a subsidiary of Reliance Retail, which is a wholly owned subsidiary of Reliance
Industries.[2][3]
Reliance Digital is a consumer electronics company in India. The first Reliance Digital Store
was opened on 24 April 2007 in Delhi.[4] Currently there are around 2,000 Reliance Digital
and Reliance Digital Xpress Mini Stores in around 600 cities in India. The stores are spread
across the states of Maharashtra (Mumbai, Pune), Gujarat (Ahmedabad), Delhi NCR, West
Bengal (Kolkata, Howrah, Saltlake-Newtown, Durgapur, Asansol, Siliguri),
Karnataka (Bangalore, Mangalore, Mysore, Hubli), Kerala (Kochi), Tamil
Nadu (Chennai, Madurai, Salem, Coimbatore, Trichy, Vellore, Erode)
and Telangana (Hyderabad). Reliance Digital Stores are bigger in size than the other format
Digital Xpress Mini Stores. The company plans to ramp up its current store count of 1,200
stores to 2,500 by the end of 2017.[5][6

Digital Xpress Mini[edit]

Digital Xpress Mini Stores are relatively smaller in size than Reliance Digital. These stores
are about 250 square feet and mainly sell the company's telecom services, smartphones,
tablets and also accessories of other brands. There are around more than 1,700 Digital
Xpress Mini Stores as of Feb 2017.[7] These stores have since been rebranded as 'Jio
Stores' after the launch of Jio.
Chapteer 3
CONCEPTUAL BACKGROUND\ACTUAL
WORKING TO TOPIC
Chapter 4
Data analysis and interpretation
4. Data Analysis
This chapter is data analysis, in this chapter the data collected through questionnaires was
analysed. As the primary research method was survey, Questionnaires was distributed among
people via email and Facebook. SPSS was used to process the data using various graph, chat
and statistics to illustrate the finding. This chapter will first show the sample and analyse the
targeted sample. Then according to research objectives the finding was discussed and
analysed.

1.Age group of the respondents

Serial.No Age No.of .respondent Percentage

1 18 years to 24 years 100 90.90
2 25 years to 30 years 20 9.1
Total 120 100

Age
25 Year To 30
9%

18 Year To 24
91%

Interpretation
Frome the above table it is inferred that 90.90%(140) of the respondents are 18 years to 24
years and 9.1%(14)of the respondents are 25 to 30 years
2 Gender of the respondent

Serial.no Gender No.of Percentage

respondents
1 Male 103 66.88
2 Female 51 33.12
Total 154 100

gender
33%

Male
Female

67%

Interpretation
From the above table it is infereed that 67% of the respondent are male and 33% of the
respondent is female and this also show that the majority of the male gender mors intrested
in buying smartphone.
3.Occupation of the respondent

Serial no. Occupation No.of Percentage

respondents
1 Employed 30 19.48
2 Unemployed 90 58.44
3 Management 34 15.58

4 Total 154 100

occupation
17% 21%

employed
unemployed
management

63%

Interpretation
Frome the above table it is inferred that 21% of the respondent are employed and buy
smartphone by their own and 62%of the respondents are unemployed it also show 17%of the
respondents have their own business.
4 Montly income of the respondent
Serial no Montly income No.of respondents Percentage
1 Below rs 15,000 42 27.27

2 Rs 15,000 to Rs 30 19.48
30,000
3 Rs 30,000 to 45,000 52 33.76
4 Not applicable 30 19.49
Total 154 100

Income
19% 27%

below rs 15,000
rs 15,000to 30,000
rs 30,000 to 45,000
not applicable

34% 19%

Interpretation
From the above table it is show that the income of the respondents which are intrested in
buying new samrtphone it inferred that 27%of the respondents earn 15000 or less and 19%of
the respondents income is between 15000 to 30000 and the majority of the respondents 34%
are unemployed but still have smartphones.
5 How many smartphone a respondent have
Serial no No of smartphone No of respondent Precentage
1 1 smartphone 105 68.18
2 2 smartphone 26 16.88
3 3 Smartphone 8 5.19
4 No smartphone 15 9.74
Total 154 100

number of smartphone
5%
10%

1 smartphone
17%
2 smartphone
3 smartphone
no smartphone

68%

Interpretation
The above table is inferred that 68%of the respondents use 1 smartphone in their daily life
and their the the respndents who uses 2 smartphone is 17% and it also inferred that the 5% of
the respondents has no smartphone majority of the respondents use the smartphones .
6 Name of the brand which a respondent are currently using
Serial no Name of the brands No of respondents Percentage
1 Samsung 44 20.18
2 Realme 6 2.75
3 Xiaomi 49 22.48
4 Apple 14 6.42
5 Oppo 14 6.42
6 Vivo 14 6.42
7 One pluse 4 2.59
8 Motorola 9 13.86
Total 154 100

25

20

15

10 currently used smartphone

0
i
ng e m pl
e po vo se la
su ealm ai o Ap Op Vi plu
toro
m R X e o
sa on M

Interpretation
From the above table it is inferred that current ly used smartphone by respondents the most
prefferd brand is samsung20% of the respondents choose this brand and realme2.75% this is
newly launched company in indian market indias no saleing smartphone xiaomi22%
apple6% and 6%of the respondents having oppo vivo 2%of respondent currently using
onpluse and 13% of thespondent using motorola

The majority of respondents are using samsung smartphone

7 Price range of the smart phone costumer have
Serial no Price range No of respondents Percentage
1 Less then Rs10,000 37 24.03
2 Rs 10,000 to 20,000 96 62.34
3 Rs 20,000 to 35,000 13 8.44
4 More then 40,000 8 5.19
Total 154 100

price range

8% 24%
5%

Less then 10,000

Rs 10,000 to 20,000
RS20,000 to 35,000
More then 40,000

62%

Interpretation
From the above table it is inferred that the price rang of the smartphone the respondents
using less then rs 10000 rs is 24% and the respondents using smartphone between price
range 10000 to 20000 are 62% and the respondents using smartphone range between 20000
to 350000 is 8% and respondent hving smartphone more then 40000 is 5%

The majority of the respondents using smartphone rs 10000 to 20000.

8 Satisfactory level of the current smartphone brand which respondent
have
Serial no Satisfactory level No of respondent Precentage
1 Highly satisfied 60 38.96
2 Satisfied 75 48.7
3 Moderately satisfied 15 9.74
4 Dissatisfied 3 1.95
5 Highly Dissatisfied 1 0.65
Total 154 100

Stisfactory level of costumers

Highly satisfied
Satisfied
Moderately satisfied
Dissatisfied
Highly dissatisfied

Interpretation
From the above table it is inferred that satisfactory level of the costumer to smartphone
cueerntly used the respondent are higly satisfied are38% and the respondents satisfied are
48%and the respondents moderaterly satisfied are 9% and the respondents dissatisfied are
1.95% and the respondents highly dissatisfied are 0.65%

The majority of the respondents are highly satisfied

9 Reasone behind choosing current smartphone
Serial no Reason No of respondent Precentage
1 Better features 45 29.22
2 Price Comptablity 12 7.7
low
3 Catchy and 16 10.38
attractive
advertisement
4 Peer/family using or 13 8.44
satisfied with brand
5 I have using this 26 16.88
brand for long time
6 media 17 11.03
7 It was gift 19 12.33
8 Other 6 3.89
Total 154 100

reasone behind choosing current

smartphone

22% 5%
38% better fearure
price comptablity
catchat and attracive
I have uesd it long time
mediait was gift
other

11%
14% 10%

Interpretation
From the above inferred the respondents reasone behind choosing the current smartphone is
the 38% of the respondents choose for better features and 22%of the respondent attracted
from social media and 11%of respondent choose smartphone they are using for long time
10% are for price compatablity and 5% for other reasone 22 % are aatracted by media and
they had a gift

The majority of the respondent choose for better features

10 smartphone previously used by respondent

Serial no Name of brand No of respondent Precentage

1 First samrtphone 17 11.04
2 samsung 14 9.09
3 xiaomi 63 40.9
4 Realme 4 2.6
5 Oppo 2 1.3
6 Vivo 23 14.93
7 Apple 6 3.9
8 Onepluse 19 12.34
9 Other 6 3.9

smartphone brand previously used

14% 10%
4%
first smartphone
4% sansung
xiaomi
realme
oppo
vivo
onepluse
17% other
46%

1%
3%

Interpretation
11 how ofent respondent change their smartphone
Serial Time No of respondent Precentage
no
1 Less then 1 year 10 6.49

2 1 Year to 2 year 30 19.48

3 2 year to 3 year 24 15.58
4 More then 4 year 90 58.44
Total 154 100

respondent change smartphone

6% 19%
less then 1 year
1 year to 2 year
2 year to 3 year
more then 4 year
58%

16%

Interpretation

From above table it is inferred that how respondent change their smartphone the respondent
change their smartphone less then 1 year is 6% and 1 to 2 year is 19%and 2 to 3 year is 15%
and more then 4 yar is 58%

The majority change smartphone aftr or more then 4 years

12 Sourses of obtaning information
Serial no Sourses No of respondent Precentage
1 Peers/family 20 12.98
2 Mobile ratil store 18 11.68
3 Social media 22 14.28
4 Mobile phone 46
website 29.87
5 Magazine or news 13
paper 8.44
6 Tv ads 35 22.07
Total 154 100

sourses

peers famile
mobile retail shop
social media
mobile phone website
magazines
tv ads

Interpretation
The above table is inferred that the
13 Ranking of the smart phone features by the respondent
Serial Particular Extremly Very Moderaterly Slightly Not at all total
no important important important important important
1 Cost 63 62 20 7 2 154
2 design 52 56 32 12 2 154
3 Camera 95 40 13 4 2 154
quality
4 Status 120 26 6 1 1 154
symbol
5 Sound 34 50 39 16 15 154
quality
6 procesor 93 46 13 2 0 154
7 ram 118 25 11 0 0 154
8 storage 119 26 6 2 1 154
9 Brand 112 26 16 0 0 154
name
10 Aftersale 41 54 38 18 3 154
service
11 Battry 75 46 24 9 0 154
satus
14 place of purchasing smartphone
Serial no Place No of respondent Percentage
1 Company 18 11.69
showroom
2 Authorised retailer 43 27.92
3 Online shopping 2 1.3
4 Other 91 59.09
Total 154 100

place of purchase

12%

company showroom
authporised seller
28% online
other
59%

1%

Interpretation
The above table inferred that the from where did costumer buy their smartphone
15. Do you use your smartphone for work or for personal use
Serial no porpose No of respondent Percentage

1 personal 100 64%

2 work 40 26%
3 both 14 21%
total 154 100

purpose

personal
work
both

Interpretation
The above tabke is inferred that thw purpose respondent purchase smartphone
16. Did respondent have insurance of their smartphone

Serial, no Insurance of No of respondent percentage

smartphone
1 yes 114 70.02
2 no 40 25.97

insurance
27%

yes
no

73%

Interpretation
The above table inferred that the respondent had insurance to protect their smartphone from
damage the 70%of the respondent had insurance and remaining 25% don’t have insurance
17.How ofent respondent use the funcation of their smartphone
Serial Particulars Daily Twice a Once a Once a Rarely Total
no week week month
1 sms 62 26 25 2 39 154
2 Video call 48 30 38 10 28 154
3 Music 123 21 10 0 0 154
listening
4 Video/movies 121 15 12 1 5 154
watching
5 Photo 96 28 22 5 4 154
shooting
6 Web surfing 136 11 4 0 3 154
7 Email 76 38 19 4 17 154
8 Social 142 4 3 3 2 154
Network
9 Gaming 74 24 23 5 28 154
10 apps 56 37 38 9 14 154
11 Map/Gsp 48 40 33 17 16 154
12 News reading 59 34 30 8 23 154
13 Document 67 34 35 8 10 154
editing
CHAPTER NO 5
FINDING AND CONCLUSION
 FINDINGS

Findings

Predicting the consumer behavior has become a tough challenge for the corporate. The

selection and buying decision about product depends largely upon the consumer

perception and knowledge about product that further influence their final decision. The

companies always remain curious to know answers of various questions in mind like

what consumers buy, how they buy, when they buy, from where they buy, what factors

influence their final buying decision.

Indian Mobile Sector does not remain galvanized from these questions. Mobile phone

markets have hunting the solutions to decode the consumer’s psychology and try to

demystify the selection criteria behind their selection for mobile service providers. This

research makes an attempt to address the basic question of identifying various factors

influencing the consumers to purchase mobile phones. Managerial implications have

been suggested few effective marketing strategies to retain the existing customers and to

attract the new customers.

cONCLUSION

In this modern era, a Smartphone is just not only the want but also a need if you know how to
make proper use of it. All the maximum respondents mentioned Smartphone as their need.
Obviously, Smartphone have changed the ways that we used to live, communicate and
connect with people all over the world. With it, you can surf internet with just a touch in a
smartphone, whether to read the breaking news, or compare the prices or features of a
products while shopping, booking the travel tickets, connecting to social network or keep
track of your parcels delivered wherever you are and so on. Smartphone features like, text to
speech; GPS and social integration are some examples, which can helps group of people to
easily remain integrated with society.
All the respondents agreed that Smartphone is really essential to make their daily life easier.
Indeed Smartphone have made people smarter by organizing their lives with a single device
and providing access to the world wide information at the fingertips. It doesn’t only organize
daily life by putting calendars, to do list and shopping list at one place but also helps people
connected from all over the world by integrating contacts, emails, social networking,
messaging and even video chats. It has made lives easier for everyone. One can use it for
education purpose, job related tasks, information search or entertainment purposes. That is
the main reason that everyone carries a Smartphone nowadays.
CHAPTER 6
Suggestion and recommendation
 Suggestion and recommendation

 From the study it is found that the four key factors which influence the usage
and purchase decision of smartphone are product features, price, peer groups
and brand image. So the manufacturers and marketers can focus on these
factors when they design and promote the product.
 The smartphone manufacture can offer device with good processing speed
because the customer has more concerned towards the speed of the device.
 Smartphone companies can concentrate more on battery issues this is a major
problem faced by respondent in smartphone.
 The period of warranty and guaranty of smartphone can be increased to make
the customer to trust the smartphone and buy it.
 As peer group is an important factor in purchase decision of smart phone, ‘word
of mouth’ is a best way to promote smartphone. Also, most of the smartphone
users get reference through friends and family.
 The smartphone manufactures can reduce the build in application storage space
because the customers are interested more to have a personalized app.
 As price of the smart phone play a vital role in purchase decision, smartphone
marketers can increase the brand loyalty among smartphone users by offering
discounts if they buy their brand second time.
 The manufactures can offer different kinds of smartphone for different group of
target customers say youth, business professionals and housewife.
 The companies can target more on the youth population as they are the one who
uses Smartphone the most.
 If you have a smartphone no doubt use it daily long power your phone off on a
regular basis any smartphone is like a small computer by restarting it you free
up memory and keep your device running smootly
 Dose your battry seem to die quickly? If so you might have a weak signal can
actually killa battry if arent going to use your phonr never place it somewhere
with weak signal like drawers

 Do not let yourself be fooled by zooming feature in cell phone a regular zoom
lense that a camera is accustomed to differ from the one used in smartphone
have digital zooming which just enlarge pixels this affect picture quality to get
better picture don’t zoom move closer

 Don’t buy the smart phone with unneeded options a number of phones include
features that are never in use by majority users

 Keep learning about new updates on your phone will help to boost your phone

 Now a days smartphone are costly so get the insurance of your smartphone
Bibliography
SHELTON, P.J., 2000. Measuring and Improving Patient Satisfaction. Gaithersburgh,
MD: Aspen Publishers

Kotler and Armstrong, 2010. Principle of marketing. 3th Edn., Pearson Education

Kotler, P. and Keller, K. (2009). Marketing management. 1st ed. Upper Saddle River,
N.J.: Pearson Prentice Hall

www.google .com

www.apple.com

www.samsung.com

www.linkedin.com
ANNEXURE
1 AGE

o Less then 30
o 18-24
o 25-30
o More then 30

2. GENDER
o Male
o Female
o Other

3. OCCUPATION
o Employed
o Unemployed, student housewive
o Management

4. INCOME
o Below 15,000
o 15,000 to 30,000
o 30,000 to 45,0000
o 45,0000 and more
5. HOW MANY MOBILE PHONE THEY HAVE
o 1
o 2
o 3
o No smartphone

6. SPECIFY THE NAME OF BRAND U LIKE MOST

o Samsung
o Xiaomi
o Realme
o Oppo
o Vivo
o Apple
o Motorola

7. WHAT PRICE SMARTRTPHONE PHONE YOU CHOOSE

o 10,000
o 10,000 to 20,000
o 25,000 to 30,000
o 30,000 to 45,0000

8.BASED ON YOUR EXPERIENCE HOW YOU RATE THE SATISFACTION

o Excelent
o Very good
o Good
o Bad

9. WHAT IS REASONE BEHIND CHOOSING NEW SMARTPHONE

o Better feature
o Attractive advertisement
o Peer /family /friend satisfied with brand
o Online /media
o It was gift
o Other
10.PREVIOUSLY USED SMARTPHONE
o Samsung
o Xiaomi
o Nokia
o Apple
o Micromax
o Oppo
o Vivo
o Realme
o Motorola

11. HOW OFENT YOU CHANGE SMARTPHONE

o Less then 1 year
o 1 year to 2 year
o 2 year to 3 year
o More then 4 year

12. WHO INFLUENCE YOU MORE TO PURCHASE SMARTPHONE

o Family
o Friend
o Relative
o Self
o Other

13. WHERE DID U PURCHASE SMARTPHONE

o Brand showroom
o Authorised seller
o Online shoping
o Other
14. PLEASE RATE THE FEATURE OF SMARTPHONE BASED ON
IMPORTANCE

Extremly Very Moderaterly Sligtly Not at all

important important important important important

cost
designe
camera
Battry
performance
Status symbol
Sound quality
processor
ram
Storage
capacity
Brand name

After sale
service

14.HOW DID U PURCHASE SMARTPHONE

o Cash
o Card
o Emi
o Other
15 DEAR RESPONDANT DID U HAD INSURANCE OF YOUR
SMARTPHONE
o YES
o NO

16. HOW OFENT YOU USE FUNCATION ON YOUR SMARTPHONE

Twice in Once in week Once in No use daily
week month
sms
Video call
Music
listning
photoshoot
Web surfing
E mail
App software
Social media
gaming
News
reading
Document
editing
interner
other