UNIVERSITY OF MUMBAI

PROJECT REPORT ON
CONSUMER BEHAVIOUR TOWARDS MOBILE
IN PARTIAL FULLFILMENT FOR BACHELORS OF MANAGEMENT
STUDIES
2015-16

PROJECT GUIDE
PROF. RUCHIKA BASSI

SUBMITTED BY:

SANDEEP KAUR KANG

Roll No:4324

Specialization in :

MARKETING

MAHATMA EDUCATION SOCIETY’S

PILLAI’S COLLEGE OF ARTS, COMMERCE & SCIENCE

NEW PANVEL

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 MAHATMA EDUCATION SOCIETY’S

PILLAI’S COLLEGE OF ARTS, COMMERCE & SCIENCE

NEW PANVEL

CERTIFICATE

To whom so ever it may concern

This is to certify that the work entered in this journal is the work of SANDEEP KAUR
KANG, T.Y.BMS, 4324 has successfully completed a project report on the
CONSUMER BEHAVIOUR TOWARDS MOBILE.

Topic terms of the year 2015-16 in the college as laid down by the college authority

Internal Guide External Examiner

(Prof. Ruchika Bassi)

_________________
BMS Co-ordinator Date of submission:

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 (Prof. Prerna Sharma)

DECLARATION

I, SANDEEP KAUR KANG student of TYBMS, MAHATAMA EDUCATION

SOCIETY’S PILLAI’S COLLEGE OF ARTS, COMMERCE & SCIENCE, NEW
PANVEL hereby declare that I have completed the project report on CONSUMER
BEHAVIOUR TOWARDS MOBILE in the academic year 2015-16. The information
submitted by me is true & original to the best of my knowledge.

Date of submission: _______________

SANDEEP KAUR KANG

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 ACKNOWLEDGEMENT

At this gratifying moment of completion of my research project I feel obliged to

record my gratitude to those who have helped me in carrying out this herculean task of
completing this project at the best possible level.

I am sincerely thankful to all the faculty member of BMS department who

directly or indirectly supported me during the project. We take this opportunity to
express our deep sense of gratitude to all those who have contributed significantly by
sharing their knowledge and experience in the completion of this project work.

Last but not the least, our wholehearted thanks goes to the employees whom we
interacted and all those people who indirectly or directly helped us.

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 INDEX
CHAPTER TOPIC PG NO.
NO.
1. INTODUCTION 6-19

2. RESEARCH METHODOLOGY 20-21

3. CONCEPTUAL FRAMEWORK 22

 HISTORY 22-23

 SMARTPHONES OR FEATURES OF PHONES 23-29

 TYPES OF SMARTPHONES 30-40

 OPEN SOURCE DEVELOPMENT 41

 MAJOR PLAYER IN SMARTPHONE 42-46

 COMPARISON BETWEEN SMARTPHONES AND 47-54

TABLETS

 STATEMENT OF THE PROBLEMS 54-55

4. DATA COLLECTION ANALYSIS AND 56-76

INTERPRETATION

 LIMITATION OF THE STUDY 77

5. CONCLUSION 78

6. SUGGESTION AND RECOMMENDATION 79

7. BIBLIOGRAPHY AND WEBLIOGRAPHY 80

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 Executive Summary

This project starts with the introduction of the topic and its objective method for

collecting the data conceptual framework in which detailed information about this topic is

consumer behavior towards mobile is given.

A customer is the reciepient of a good, service, product, or idea, obtained from a seller, vendor,

or supplier for a monetory or other valuable consideration. There are many types of

smartphobnes available these days. Android ios windows etc are the types of smartphones. I

have also mentioned about the cell phones available in the early days. Under this project study is

also conducted on the competitors of the mobile phones available in the market. This is a

descriptive study and sampling technique here used as convinience sampling and the data is

collected here with the help of questionnaire. There are some suggestion and recommendation

under this project.

Finally a conclusion where briefing and the topic aspects is been given finally concludes the

project

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 CHAPTER-1

INTRODUCTION

CUSTOMER/CONSUMER

A customer (sometimes known as a client, buyer, or purchaser) is the

recipient of a good, service, product, or idea, obtained from

a seller, vendor, or supplier for a monetary or other valuable consideration.

Customers are generally categorized into two types:

 An intermediate customer or trade customer (more informally: "the

trade") who is a dealer that purchases goods for re-sale.

 An ultimate customer who does not in turn re-sell the things bought but

either passes them to the consumer or actually is the consumer.

A customer may or may not also be a consumer, but the two

notions are distinct, even though the terms are commonly confused. A

customer purchases goods; a consumer uses them. An ultimate

customer may be a consumer as well, but just as equally may have

purchased items for someone else to consume. An intermediate customer

is not a consumer at all. The situation is somewhat complicated in that

ultimate customers of so-called industrial goods and services (who are

entities such as government bodies, manufacturers, and educational and

medical institutions) either themselves use up the goods and services that

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 they buy, or incorporate them into other finished products, and so are

technically consumers, too. However, they are rarely called that, but are

rather called industrial customers or business-to-business

customers. Similarly, customers who buy services rather than goods are

rarely called consumers.

 An external customer of an organization is a customer who is not

directly connected to that organization.

 An internal customer is a customer who is directly connected to

an organization, and is usually (but not necessarily) i nternal to the

organization. Internal customers are

usually stakeholders, employees, or shareholders, but the definition

also encompasses creditors and external regulators.

THE DEFINITION OF CONSUMER BEHAVIOR:

It is considered that consumer behavior is the study of why,

when, where, and how 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 impact that these processes

have on the consumer and society. This definition is rather broader than

the traditional point of view, which indicates that consumer behavior

focuses on only the circumstance before and after the buying behavior.

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The broad sense would be helpful for study elements that affect consumer

behavior, including elements from sociology, psychology, and economics.

According to Warner, consumer behavior defines that “the study of

the mental and physical activities performed by individuals or groups that

result in decisions or actions associated with the purchase, use or disposal

of goods and services” (Malcolm). Warner emphasized the consumption

related behaviors are often undertaken collectively.

“Consumer behavior is the study of individuals, groups, or

organizations and the processes they use to select, secure, and dispose of

products, services, experiences, or ideas to satisfy needs and the impacts

that these processes have on the consumer and society. “

With this; Consumer behavior of every individual is different from

other depending on buying choices which is influenced by buying habits

and choices that are turn tampered by psychological and social drivers that

affect purchase decision process.

“We’re not aware of changing our minds even when we do change

our minds. And most people, after they change their minds, reconstruct

their past opinion — they believe they always thought that.”

For example,

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 Some activities performed by individuals but consumed by a

family or group of people, similar as organization purchasing activities

usually followed by group decisions.

Beside this point, the consumer behavior is not just purchasing, but

has usage and disposal the goods, this type of information always be

useful for company to make marketing decisions.

CONSUMER BEHAVIOR MODELS:

The model shows consumers’ buying-decision process, which indicates

that consumers pass through five stages: problem recognition, information

search, evaluation of alternatives, purchase decision, and post-purchase

behavior. The

buying decision process starts before the actual purchase time point.

However, consumers do notalways pass through all five stages when

buying goods. Some of the stages would be skipped.

Forexample, when buying daily necessities, consumers would skip

information search and evaluation,going directly from the problem

recognition to the purchase decision.

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 This model is important for anyone making marketing decisions. It

forces the marketer to consider the whole buying process rather than just

the purchase decision (when it may be too late for a business to influence

the choice!)

The model implies that customers pass through all stages in every

purchase. However, in more routine purchases, customers often skip or

reverse some of the stages.

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For example,

A student buying a favorite hamburger would recognize the need

(hunger) and go right to the purchase decision, skipping information

search and evaluation. However, the model is very useful when it comes to

understanding any purchase that requires some thought and deliberation.

1. Problem Recognition

The buying process starts when the buyer recognizes problems or

needs- the buyer senses that there is the difference between the actual

circumstance and desired circumstance. Actually, problems or needs are

triggered by internal or external stimuli. With an internal stimulus,

people’s normal need, e.g. hunger, thirst, reaches to a threshold level and,

then, becomes a drive; or a need aroused by an external stimuli. A person

may be tempted by advertisement, which triggers the thought about

purchasing.

2. Information search

After recognizing the problem, consumers will start to search for

information. There are two levels of involvement with search. The first

search state is called heightened attention. At this level, a person is more

receptive to information. At the next level, a person may become more

active in information search, which is called active information search.

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Information sources can be divided into four groups:

(1) Personal- family, friends, neighbors, acquaintances.

(2) Commercial- advertising, web sites, salespersons, dealers, packaging,

displays.

(3) Public- mass media, consumer-rating organizations.

(4) Experiential- handling, examining, using the product.

3. Evaluation of alternatives

Consumers will develop their own evaluation standard based on

the information from information search. Nevertheless, No single

evaluation process can be applied by all consumers or by one consumer in

all buying situations. One dominant view can help us understand the

evaluation process. Under this view, first, the consumer tries to solve the

problem and satisfy his/her need. Second, the consumer looks for

problem-solving benefits from the product solution. Third, the consumer

sees each product as a bundle of attributes with different abilities of

delivering the benefits to satisfy the need.

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4. Purchase decision

In this stage, consumers choose the best way to solve the problems

and satisfy the needs and purchase. However, this process is usually

influenced by reference groups, family, acquaintances, or other

unanticipated situational factors. Usually, when consumers have a positive

image toward the certain brand, there is a great possibility that they will

intend to buy the product of that brand.

5. Post-purchase behavior

After the purchase, the consumer evaluates the products from the

using experience. If performance falls short of expectations, the consumer

is disappointed and keep searching for more information to minimize the

dissatisfaction; if the product meets expectations, consumers is satisfied; if

the product exceeds expectations, the consumer is delighted. The chance

of repurchase will be larger. The consumer will also talk about favorably

about the product to others.

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 Why should a marketer need to understand the customer

evaluation process?

The answer lies in the kind of information that the marketing team

needs to provide customers in different buying situations.

In high-involvement decisions, the marketer needs to provide a

good deal of information about the positive consequences of buying. The

sales force may need to stress the important attributes of the product, the

advantages compared with the competition; and maybe even encourage

“trial” or “sampling” of the product in the hope of securing the sale.

Black box model

The black box model shows the interaction of stimuli, consumer

characteristics, and decision process and consumer responses. It can be

distinguished between interpersonal stimuli (between people) or

intrapersonal stimuli (within people). The black box model is related to

the black box theory of behaviorism, where the focus is not set on the

processes inside a consumer, but the relation between the stimuli and the

response of the consumer. The marketing stimuli are planned and

processed by the companies, whereas the environmental stimulus is given

by social factors, based on the economical, political and cultural

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circumstances of a society. The buyer's black box contains the buyer

characteristics and the decision process, which determines the buyer's

response.

Environmental factors Buyer's black box

Buyer's

Marketing Environmental Buyer Decision response

Stimuli Stimuli Characteristics Process

Problem

recognition
Product choice
Economic Attitudes Information
Brand choice
Product Technological Motivation search
Dealer choice
Price Political Perceptions Alternative
Purchase
Place Cultural Personality evaluation
timing
Promotion Demographic Lifestyle Purchase
Purchase
Natural Knowledge decision
amount
Post-purchase

behavior

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FACTORS INFUENCING CONSUMER BEHAVIOUR

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Smartphone

A smartphone, or smart phone, is a mobile phone built on

a mobile operating system, with more advanced computing capability and

connectivity than a feature phone. The first smartphones combined the

functions of a personal digital assistant (PDA) with a mobile phone. Later

models added the functionality of portable media players, low-

end compact cameras, pocket, and GPS navigation units to form one

multi-use device. Many modern smartphones also include high-

resolution touch screens and web browsers that display standard web

pages as well as mobile-optimized sites. High-speed data access is

provided by Wi-Fi and mobile broadband. In recent years, the rapid

development of mobile app markets and of mobile commerce have been

drivers of smartphone adoption.

The mobile operating systems (OS) used by modern smartphones

include Google's Android, Apple's iOS, Nokia's Symbian, RIM's BlackBer

ry OS, Samsung's Bada, Microsoft's Phone, Hewlett's webs,

and embedded Linux distributions such as Maemo and MeeGo. Such

operating systems can be installed on many different phone models, and

typically each device can receive multiple OS software updates over its

lifetime. A few other upcoming operating systems are Mozilla's Firefox

OS, Canonical Ltd.'s Ubuntu Phone, and Tizen.

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 Worldwide sales of smartphones exceeded those of feature

phones in early 2013. As of July 18, 2013, 90 percent of global handset

sales are attributed to the purchase of iPhone and Android smartphone.

A smartphone is a mobile phone that is capable of doing much

more than what you would traditionally expect from a phone. The best

way to think of it is that it’s like having a small computer in your pocket

so you can do things like download applications, receive and send emails

and browse the Internet.

You may have heard people talking about operating systems such

as Android, iOS and Windows Phone. Every smartphone uses an operating

system the same way your computer at home may use Windows as an

operating system. It controls the phone’s functions and performs tasks to

keep the phone working. When choosing a smartphone it’s worth looking

into the operating system the phone uses and often people will favour a

particular one.

Smartphones are also able to hold a lot more memory than mobile

phones could in the past. This means you’ll be able to save more photos

and videos as well as download a number of apps. The phone may also

have a memory card slot so there is always room for more. You can

usually see how much space you have on your phone by looking in your

phone’s settings.

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 If you haven’t had a smartphone before you’ll notice the difference

when you use one and hopefully enjoy the increased options and

flexibility they provide.

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OBJECTIVE OF THE STUDY

 To understand the consumer behaviour while purchasing

phone.

 To know the factors effecting consumer choice.

 To know the satisfaction level of consumer.

 To determine preference of the consumer.

 To know the various service provider of the mobile

company.

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 CHAPTER-2

RESEARCH METHODOLOGY

Research methodology is a systematic way to solve the research

problems. It refers to search for knowledge, a scientific and systematic

search for information. Marketing research is a systematic design,

collection, analysis and reporting of data and findings relevant to a

specific marketing design, collection, analysis and reporting of data and

findings relevant to a specific marketing situation facing the company.

Sources of research

Primary Data Secondary Data

Primary data collection-

Primary data is the first hand information obtained by investigator.

Primary source is one itself collects the data. Primary data can be collected

by observation, by interviews, by face to face questioning, by

using questionnaire, when the needed data do not exist or are dated,

inaccurate, incomplete, or unreliable.

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Secondary data collection –

Secondary data is collected by others already and

theresearcher is using that information for his own research purpose.Secon

dary data can be collected from published reports, newspaper,

websites, and journals, publications of national and international

organization.

Sampling plan:

Sample size- 100

Sampling Instruments- Questionnaire

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 CHAPTER-3

CONCEPTUAL FRAMEWORK

HISTORY

Origin of the term

Devices that combined telephony and computing were

conceptualized as early as 1973, and were offered for sale beginning in

1994. The term "smartphone," however, did not appear until 1997,

when Ericsson described its GS 88 "Penelope" concept as a Smart Phone.

The distinction between smartphones and feature phones can be

vague, and there is no official definition for what constitutes the difference

between them. One of the most significant differences is that the

advanced application programming interfaces (APIs) on smartphones for

running third-party applications can allow those applications to have

better integration with the phone's OS and hardware than is typical with

feature phones.

In comparison, feature phones more commonly run on

proprietary firmware, with third-party software support through platforms

such as Java ME or BREW. An additional complication is that the

capabilities found in newer feature phones exceed those of older phones

that had once been promoted as smartphones.

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 Some manufacturers and providers use the term "super phone" for

their high end phones with unusually large screens and other expensive

features.

With the advent of devices with larger screens, the term "phablet",

a portmanteau of the words phone and tablet, had come into common

usage by 2008.

Smartphone or Feature Phone?

Here’s where we have to start, because the line is blurry. Would

the Sidekick be considered a smartphone? Yes, by some people’s

standards. But to others it was just a feature phone with a cool keyboard

and a few other features. For the sake of argument, let’s say that a

smartphone would need to have not only keyboard function (be that

physical or on-screen), but also some basic “digital assistant” features, too.

Taking that definition, we have to go all the way back to 1992 and

the introduction of the IBM Simon.

The Early Days

IMB had big plans for the Simon, but they never really panned out.

The phone, however, was likely just too advanced for its day. It included a

touchscreen, operated by stylus that would let you send and receive fax

messages. But it also of course had a notepad, an email client and a

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calendar. Without a doubt, the Simon was the first smartphone, but it

would retire before gaining fame.

Ericsson was the first brand to actually coin the phrase

“smartphone”, with the release of its GS88 in 1997. By all accounts,

though, Nokia actually beat Ericson to the finish line a year earlier with

what many consider to be the quintessential smartphone, the Nokia 9000

Communicator.

I remember, in fact, watching promotional spots on TechTV in

about 2001, where a later version of the Communicator (dubbed the 9500)

was being advertised. It was the first of the Nokia smartphones to carry a

color screen, setting it apart in the race.

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 In the years that would follow, from 1996 to 2011, the Symbian

OS would be the world’s leader for smartphone operating systems.

Ericsson’s R380 was the first phone to ship with the OS, which (due in no

small part to its open-source nature) would gain popularity around the

world, only to be unseated by Android earlier this year.

Fast forward to 2001 and we see Palm OS, BlackBerry OS and

Windows CE coming onto the scene. Palm had a respectable position in

the market during this time, after releasing the Kyocera 6035, the basic

form factor by which the rest of Palm’s line until the advent of Web OS

would continue.

The design was so popular, in fact, that mobile manufacturer

Handspring copied the idea for the release of its Palm OS-based Treo, a

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brand which would eventually become synonymous with Palm through the

greater part of its life.

Thus also began the era of choosing a phone depending upon the

requirements of where you worked. Some IT departments refused to work

with anything other than BlackBerry, setting up RIM to take a formidable

hold over the corporate world for years to come. Still others, however,

were fans of the Windows CE format, which interfaced exceptionally well

with desktop Windows installations, though the glory would be short-

lived.

The fatal mistake for Windows-based mobile phones came in the

fact that Microsoft offered two flavors. Windows CE was more of an

“entry-level” OS, often separating itself from Windows Mobile by being

offered on devices that were of lower capability. Windows Mobile,

conversely, was modeled to look like something from the desktop version

of the OS, and had the open door of allowing developers to create

applications for the phones.

Unfortunately, Windows Mobile never really took off as it was

intended. As of 2010, it held the 5th position in the market and Microsoft

has focused the Windows Mobile brand toward the enterprise.

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Android, iOS and Today

It might seem that we’re skipping a few years here, but that’s

somewhat intentional. Devices changed pretty drastically between 2002

and today, but the operating systems were largely unaffected. That is, at

least, until 2007.

When Apple Inc. introduced the iPhone, it was the first real change that

we saw in the market since the market was born. Smartphones had always

been seen more along the lines of something that business people used,

and Apple did a rather magnificent job translating the idea over to

something that a consumer would desire.

Initially, however, the iPhone and its platform were seen to be

entirely too closed (an argument that persists today, but for different

reasons) because it lacked the ability to have third-party applications

installed. It wasn’t until six months later that the ability to add third-party

apps was introduced.

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 Quietly, however, another operating system was stretching its

wings. Android, an open-source project which would eventually be backed

by Google, made the promise of a reliable, robust operating system that

could be installed onto any number of devices.

In 2008, HTC signed up to be the first manufacturer to make

Android phones after the backing of the project by Google. Soon after, the

OS got considerable attention from other manufacturers, including

Samsung, LG, Motorola and many more.

The defining factor of success for smartphones, over the years, has

been not only in their ability to run well, but also to give access to

extended capabilities via third-party apps. Undoubtedly, Apple’s App

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Store carries the lion’s share of applications, but Google’s Android Market

is growing quickly.

To the detriment of almost every manufacturer, however,

smartphones are also a breeding ground for frivolous lawsuits. From 2009

to today, in fact, there have been over 100 notable cases covering

everything from multitouch gestures to 3G technologies. Interestingly, the

name that has avoided much of this has been Microsoft. Or at least its

Windows Phone product.

Windows Phone is the most recent of mobile operating systems, as

of the time of this writing. Taking a completely different approach to its

interface, it has managed to avoid the ire of Apple and Google, finding

success on its own worth rather than copycatting others.

One-time powerhouse Nokia is now manufacturing Windows

Phones, having removed itself from the smartphone market otherwise. The

first Nokia/Microsoft collaboration is the much-lauded Lumia 800, a

device that TNW’s own Matthew Panzarino said could pull him away

from his beloved iPhone.

Both Apple’s iOS and Google’s Android boast high customer

loyalty numbers, and pre-release sales of the Microsoft Lumia 800 would

lead one to believe that it will enjoy the same. It’s been a long road to get

us to where we are today, but the history of the smartphone is an

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interesting journey. What does the future hold? You can be sure that The

Next Web will be there, documenting every step along the way.

TYPES OF SMARTPHONES

(Operating systems)

Symbian

The Nokia N8 smartphone is the first device to run on

the Symbian^3 mobile operating system and the first smartphone to

feature a 12megapixel autofocus lens

Symbian is a mobile operating system designed for smartphones

originally developed by Psion and later passed to and managed

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by Symbian Ltd. but currently maintained by Accenture. The Symbian

platform is the successor to Symbian OS and Nokia Series 60. The latest

version, Symbian, was officially released in Q4 2010 and first used in

the Nokia N8.

The first Symbian phone, the touchscreen Ericsson R380

Smartphone, was released in 2000, and was the first device marketed as a

'smartphone'. It combined a PDA with a mobile phone.

Later in 2000, the Nokia 9210 communicator was released, also

with Symbian. The later 9500 was Nokia's first camera phone and

first Wi-Fi phone. The 9300 was smaller, and the E90 Communicator

included GPS. In 2007, Nokia launched the Nokia N95, which integrated

various multimedia features: GPS, a 5 megapixel camera

with autofocus and LED flash,3G and Wi-Fi connectivity and TV-out. In

the next few years these features would become standard on high-end

smartphones. The Nokia 6110 Navigator was a Symbian based

dedicated GPS phone introduced in June 2007.

In 2010, Nokia released the Nokia N8 smartphone with a stylus-

free capacitive touchscreen, the first device to use the

new Symbian^3 OS. Its 12 megapixel camera able to record HD

video in 720p. It also featured a front-facing VGA camera for

videoconferencing.

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 Some estimates indicate that the number of mobile devices shipped

with the Symbian OS up to the end of Q2 2010 is 385 million. Symbian

was the number one smartphone platform by market share from 1996 until

2011 when it dropped to second place behind Google's Android OS.

In February 2011, Nokia announced that it would replace Symbian

with Windows Phone as the operating system on all of its future

smartphones. This transition was completed in October 2011, when Nokia

announced its first line of Windows Phone 7.5 smartphones, Nokia Lumia

710 and Nokia Lumia 800. Nokia committed to support its Symbian based

smartphones until 2016, by releasing further OS improvements, like Nokia

Belle and Nokia Belle FP1, and new devices, like the Nokia 808

PureView. On Jan 24, 2013, Nokia officially confirmed that 808 Pureview

was the last "flagship" Symbian smartphone.

Windows Mobile

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Windows Mobile 5.0 based Do Pod 900 aka HTC Universal

Windows Mobile was based on the Windows CE kernel and first

appeared as the Pocket PC 2000 operating system. Throughout its lifespan,

the operating system was available in both touchscreen and non-

touchscreen formats. It was supplied with a suite of applications

developed with the Microsoft Windows API and was designed to have

features and appearance somewhat similar to desktop versions of

Windows. Third parties could develop software for Windows Mobile with

no restrictions imposed by Microsoft. Software applications were

eventually purchasable from Windows Marketplace for Mobile during the

service's brief lifespan.

Most early touchscreen devices came with a stylus, which could be

used to enter commands by tapping it on the screen. The primary touch

input technology behind most devices were resistive touch screens that

often responded more accurately to a stylus for input, but could also be

driven by a finger. Later devices used capacitive touch screens, which

were more suited to finger input. Along with touch screens a large variety

of form factors existed for the platform from the humble 'candy bar' style

to sliding, folding and articulating keyboards.

A key software feature of Windows Mobile was ActiveSync; a

data synchronization technology and protocol developed by Microsoft,

originally released in 1996. This allowed servers running Microsoft

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Exchange Server, or other third party variants (such a Google Mail), to act

as a personal information manager and share information such as email,

calendar appointments, contacts or internet favorites.

Despite being replaced by Windows Phone, Windows Mobile is still in use

to this day in the enterprise market by supermarket chains and courier

companies.

BlackBerry

A BlackBerry Curve 8900.

In 1999, RIM released its first BlackBerry devices, making secure

real-time push-email communications possible on wireless devices.

Services such as BlackBerry Messenger and the integration of all

36
communications into a single inbox allowed users to access, create, share

and act upon information instantly. There are 80 million active BlackBerry

service subscribers (BIS/BES) and the 200 millionth BlackBerry

smartphone was shipped in September 2012 (twice the number since June

2010). Popular models include the BlackBerry Bold, BlackBerry Torch

(slider and all-touch) and BlackBerry Curve. Most recently, RIM has

undergone a platform transition. The company has changed its name to

Blackberry and is pushing out new devices on a new platform named

"Blackberry 10." So far, 3 devices have been released on this platform: the

full-touch "Blackberry Z10" and the QWERTY devices "Q10" and "Q5".

Android

Galaxy Nexus Android 4.0 smartphone

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 Android is an open-source platform founded in October 2003 by

Andy Rubin and backed by Google, along with major hardware and

software developers (such as Intel, HTC, ARM, Motorola and Samsung, to

name a few), that form the Open Handset Alliance. The first phone to use

Android was released in October 2008. It was called the HTC Dream and

was branded for distribution by T-Mobile as the G1. The software suite

included on the phone consists of integration with Google's proprietary

applications, such as Maps, Calendar, and Gmail, and a full HTML web

browser. Android supports the execution of native applications and a

preemptive multitasking capability (in the form of services). Third-party

free and paid apps are available via Google Play, which launched in

October 2008 as Android.

In January 2010, Google launched the Nexus One smartphone

using its Android OS. Android has multi-touch abilities, but Google

initially removed that feature from the Nexus One, but it was added

through a firmware update on February 2, 2010.

On June 24, 2011, HTC Corporation released the HTC EVO 3D, a

smartphone that can produce stereoscopic 3D effects and take 3D

stereoscopic photos for viewing on its screen. Samsung Galaxy S III sales

hit 18 million in the third quarter of 2012. On November 13, 2012 Google

and LG released the Nexus 4 with Qualcomm's Snapdragon S4 Pro

processor.

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iOS

First generation Apple iPhone (int. June, 2007)

In 2007, Apple Inc. introduced the original iPhone, one of the first

mobile phones to use a multi-touch interface. The iPhone was notable for

its use of a large touchscreen for direct finger input as its main means of

interaction, instead of a stylus, keyboard, and/or keypad as typical for

smartphones at the time. It initially lacked the capability to install native

applications, meaning some did not regard it as a smartphone. However in

June 2007 Apple announced that the iPhone would support third-

party "web 2.0 applications" running in its web browser that share the look

and feel of the iPhone interface. A process called jail breaking emerged

quickly to provide unofficial third-party native applications to replace the

39
built-in functions (such as a GPS unit, kitchen timer, radio, map book,

calendar, notepad, and many others).

In July 2008, Apple introduced its second generation iPhone with a

much lower list price and 3G support. Simultaneously, they introduced

the App Store, which allowed any iPhone to install third party native

applications (both free and paid) over a Wi-Fi or cellular network, without

requiring a PC for installation. Applications could additionally be browsed

through and downloaded directly via the iTunes software client. Featuring

over 500 applications at launch, the App Store was very popular, and

achieved over one billion downloads in the first year, and 15 billion by

2011

In June 2010, Apple introduced iOS 4, which included APIs to

allow third-party applications to multitask, and the iPhone 4, with an

improved display and back-facing camera, a front-facing camera for

videoconferencing, and other improvements. In early 2011 the iPhone 4

allowed customers to use the handset's 3G connection as a wireless Wi-Fi

hotspot.

The iPhone 4S was announced on October 4, 2011, improving

upon the iPhone 4 with a dual core A5 processor, an 8 megapixel camera

capable of recording 1080pvideo at 30 frames per second, World

phone capability allowing it to work on both GSM & CDMA networks,

and the Siri automated voice assistant. On October 10, Apple announced

40
that over one million iPhone 4Ss had been pre-ordered within the first 24

hours of it being on sale, beating the 600,000 device record set by the

iPhone 4. Along with the iPhone 4S Apple also released iOS 5 and iCloud,

untethered device activation, backup, and synchronization, along with

additional features.

In September 2012 Apple released IPhone 5 running IOS 6. In the

last generation iOS number of new features was introduced,

including panoramic photography, Passbook, Apple Maps and others.

Windows Phone

A Windows Phone device produced by Nokia, the Lumia 800

41
 On February 15, 2010, Microsoft unveiled its next-generation

mobile OS, Windows Phone 7. Microsoft's mobile OS includes a

completely over-hauled UI inspired by Microsoft's "Metro Design

Language". It includes full integration of Microsoft services such

as Microsoft Sky Drive and Office, Xbox Music, Xbox Video, Xbox

Live games and Bing, but also integrates with many other non-Microsoft

services such as Facebook, Twitter and Google accounts. The new

software platform has received some positive reception from the

technology press and has been praised for its uniqueness.

On October 29, 2012, Microsoft released Windows Phone 8, a

new generation of the operating system. Windows Phone 8 replaces its

previously Windows CE-based architecture with one based on

the Windows NT kernel with many components shared with Windows 8,

allowing developers to easily port applications between the two platforms.

Palm OS

In late 2001, Handspring launched their own Springboard GSM

phone module with limIn early 2002, Handspring released the Palm

OS Treo smartphone, utilizing both a touch screen and a full keyboard that

combined wireless web browsing, email, calendar, and contact organizer

with mobile third-party applications that could be downloaded or synced

with a computer. Handspring was soon acquired by Palm, which released

42
the Treo 600 and continued, though the series eventually took on

Windows Mobile. The last Palm OS smartphone was the Palm Centro.

Bada

The Bada operating system for smartphones was announced by

Samsung on 10 November 2009. The first Bada-based phone was

the Samsung Wave S8500, released on June 1, 2010, which sold one

million handsets in its first 4 weeks on the market.

Samsung shipped 3.5 million phones running Bada in Q1 of 2011. This

rose to 4.5 million phones in Q2 of 2011.

In 2013, Bada has merged with a similar platform called Tizen.

The future of its development is unknown.

43
Open-source development

The open-source culture has penetrated the smartphone market in

several ways. There have been attempts to create open source

hardware and software for smartphones.

In February 2010, Nokia made Symbian open source. Thus, most

commercial smartphones were based on open-source operating systems.

These include those based on Linux, such as Google's Android,

Nokia's Maemo, Hewlett-Packard's web OS, and those based on BSD,

such as the Darwin-based Apple iOS. Maemo was later merged with

Intel's project Moblin to form MeeGo.

On the 2nd of January, Canonical, best known for its Ubuntu

desktop and Smart TV operating systems, announced a mobile version of

its operating system, built for both smartphones and tablets. Its design is

based on the desktop equivalent and features such as gesture-based

navigation.

44
 MAJOR PLAYERS IN SMARTPHONES

Apple

EY E COMPETITORS

 Strong competitor in the prosumer customer segment

– 15% of current Smartphone market share.

 Advantages: Brand awareness and variety of application downloads.

 Disadvantages: Price point and limited to AT&T GSM network

Blackberry

 Low cost OS with open development

 Advantages: Scalable and flexible – functions on a variety of smart

phones

 Disadvantages: Low adoption and low number of available apps (both are

rapidly increasing).

Blackberry and Apple are the two major smart phone

manufacturers of the world, and both has a huge number of fan following

and users. Though it is a matter of personal choice and preference, as to

what to choose. In this study we are going to analyses customer

preferences and characteristics in order to better define customer

45
segments, determine which customers to focus marketing efforts on, and

what features are most important to those customers.

Globally, RIM holds 15% of the smart phone market share.

Although this is a rather substantial portion of the available

market, RIM faces threats from close smart phone competitors and is

constantly rivaling to stay ontop. Smart phone competitors consist of:

High Tech Computer (HTC), Apple, Nokia, Google’s Android, Samsung

and Palm.

Apple’s smart phone net sales for the fiscal year end September

2009 was $11.8 billion. In 2010, research shows that Apple smart phones

seized 13.3% of the global market share as their3GB iPhone is growing in

popularity selling for $199 with a service contract (Data monitor, 2009;

Toronto Star, 2009). Additionally, the iPhone provides a competitive

advantage, as the device is able to run upwards of 85,000 applications

providing higher utility for customers.

HTC

HTC Corp, (TAIEX: 2498) produces powerful handsets that

continually push the boundaries of innovation to provide true mobile

freedom. Founded in 1997 by Cher Wang, Chairwoman, HT Cho, Director

46
 of the Board& Chairman of HTC Foundation, and Peter Chou, President

and CEO, HTC made its name as the company behind many of the most

popular operator-branded devices on the market. It has established unique

partnerships with key mobile brands, including the leading five operators

in Europe, the top four in the US, and many fast-growing Asian operators.

It has also brought products to market with industry leading OEM

partners and, since June 2006, under its own HTC brand.HTC is one of

the fastest-growing companies in the mobile sector and has achieved

remarkable recognition over the past couple of years. Business

Week ranked HTC as the second best performing technology company in

Asia in 2007as well as giving the company the number 3 spot in its Global

listing in 2006.Since launching its own brand 18 months ago the company

has introduced dozens of HTC-branded products around the world.

Products & Innovation

HTC is known for its innovation. It is constantly broadening the

range of devices it offers – introducing devices to support specific

applications and new form factors that meet the increasingly diverse needs

of its customers and partners. HTC's product portfolio offers easy-to-use

solutions that embrace the full range of mobile multimedia resources,

wireless anytime and Internet on the go.

 First Microsoft Windows 5.0 Smartphone (2006)

47
 First Tri-band UMTS PDA First intuitive touch screen to allow finger tip

navigation (June 2007)

In early 2006, HTC launched a powerful new device with a

groundbreaking form factor: the HTC Advantage. The HTC Advantage is

the world’s most powerful office, boasting a 5" screen and full detachable

QWERTY keyboard. This was followed in early 2007 with

the introduction of the HTC Shift.

Equipped with Windows Vista this device includes a brilliant 7-

inch widescreen touch display and a 40 gigabyte hard drive.

HTC launched the HTC Touch™ in June 2007 as the result of

extensive R&D

And the conviction that fingertip control would enable more

intuitive navigation. The groundbreaking HTC Touch™ is equipped with

Touch FLO™ so that consumers just sweep their finger across the screen

to get access to the most commonly used content, contacts and features in

a simple finger flick.

HTC aims to continually develop smart new devices that empower

users on the go, providing more freedom in the way they live their lives.

48
SAMSUNG:

From its inception as a small export business in Taegu, Korea,

Samsung has grown to become one of the worlds leading electronics

companies, specializing in digital appliances and media, semiconductors,

memory, and system integration. Today Samsung's innovative and top

quality products and processes are world recognized. This timeline

captures the major milestones in Samsung’s history, showing how the

company expanded its product lines and reach, grew its revenue and

market share, and has followed its mission of making life better for

consumers around the world.

The digital age has brought revolutionary change – and

opportunity– to global business, and Samsung has responded with

advanced techno-logies, competitive products, and constant innovation.

At Samsung, we see every challenge as an opportunity and believe

we are perfectly positioned as one of the world's recognized leaders in the

digital technology industry.

Our commitment to being the world's best has won us the No.1 global

market share for 13 of our products, including semiconductors, TFT-

LCDs, monitors and CDMA mobile phones.

Looking forward, we're making historic advances in research and

development of our overall semiconductor line, including flash memory

49
and non-memory, custom semiconductors, DRAM and SRAM, as well as

producing best-in-class LCDs, mobile phones, digital appliances,

and more.

50
 COMPARISION BETWEEN SMARTPHONE AND TABLETS

While smartphone have reached critical mass, tablets are poised to

do the same soon. As a form factor, tablets simultaneously take a step

toward the living room and the workplace. For consumers, these devices

are multimedia machines, offering a glimpse into how consumers might

one day accept connected television. For workers, IT departments are

already reacting to the “Bring Your Own Device” wave changing the

modern workforce. According to Forrester, 12% of workers already use a

tablet at work.

The stakes are high. According to its latest earnings call, more

than one out of every three Apple smart devices sold during the last

quarter was a tablet, 14 million iPads versus about 27 million

iPhones. And with the announcement of the lower-priced iPad mini, more

directly competing with Amazon’s Kindle Fire HD, Google’s Nexus 7 and

Samsung’s Galaxy Tab 2, we anticipate this ratio to increase more toward

tablets during the holiday season.

This report focuses on how consumer demographics and behavior vary

between smartphone and tablets. Taking a snapshot in September 2012

from Flurry Analytics, that totaled more than 6 billion application sessions

across approximately 500 million smart devices, Flurry provides a

comprehensive comparison between smartphones and tablets, spanning

51
age, gender, time of day usage, category usage and engagement

metrics. For age and gender comparisons, Flurry leverages a panel of

more than 30 million consumers who have opted-in to share demographic

data.

The chart above shows the distribution of age for smartphone

versus tablet users across traditional age groupings (aka “age

breaks”). The blue bars represent smartphone consumers and greens bars

represent tablet consumers. Each group of same-colored bars totals

100%. On average, smartphone users are younger than tablet users, 30

versus 34 years of age. Nearly three quarters of smartphone users are 34

years of age or younger, while more than two thirds of tablet user are 25

52
years or older. Additionally, recent research from the OPA conducted by

Frank N. Magid and Associates indicates that household incomes for

tablet owners are becoming increasingly affluent, with 59% of household

incomes for tablet owners surpassing $50,000 versus the U.S. average of

41% households with incomes over $50,000.

The pie charts above compare the gender split between smartphone

and tablet users, with women shown in dark pink and men shown in

blue. While smartphone usage trends slightly more male, tablet usage is

nearly even. Traditionally, males adopt technology devices more than

women. With an even gender split for tablets, this bucks the trend,

indicating that tablets likely have more long-term mass-market appeal.

53
 The chart above shows how consumers allocate their time using

apps across a day, also called “dayparting.” Smartphone app usage is

indicated with the blue line, and tablet app usage with the green line. Each

line spans 24 hours of a day and totals 100% usage across the day.

Studying the chart, tablets have a greater spike of usage during the prime-

time television window, from 7 pm to 10 pm, whereas smartphone usage

is more evenly distributed throughout the day. This would indicate that

tablets are more often used alongside, or instead of television viewing than

smartphones. In an earlier study, Flurry compared the combined usage of

tablet and smartphone apps versus the Internet and television.

54
 The chart above compares the time spent across app categories

between smartphones and tablets. At a high level, consumers spend more

time using tablets for media and entertainment, including Games (67%),

Entertainment (9%) and News (2%) categories which account for nearly

four-fifths of consumption on tablets. Smartphones claim a higher

proportion of communication and task-oriented activities with Social

Networking (24%), Utilities (17%), Health & Fitness (3%) and Lifestyle

(3%) commanding nearly half of all usage on smartphones. Games are the

most popular category on both form factors with 67% of time spent using

games on tablets and 39% of time spent using games on

smartphones. Further reinforcing that tablets are “media machines” is the

55
fact that consumers spend 71% more of their time using games on tablets

than they spend doing so on smartphones.

Finally, we compare engagement metrics between smartphones

and tablets. On average, consumers use apps on smartphones more

frequently but for shorter periods of time. With consumers using tablets

more for media consumption, and during the evenings, this stands to

reason. Conversely, consumers use their smartphones for shorter periods

of time across more sessions over the course of a day to complete tasks

like checking into social networks and using utility apps.

The Battle for the Living Room

56
 Studying smartphone versus tablet usage differences not only

provides insight into how developers should consider form factor when

designing app experiences, but also how digital distribution could disrupt

the living room. As we imagine a world of connected TVs, tablet usage

gives us the best current-day hint of that world to come. Tablet users are

older, more female, and we can surmise, more affluent. Additionally, they

use more during the evenings and for longer sessions. Finally they

consume more media and entertainment experiences, with a significant

proportion spent on games. In particular, this would indicate that as Apple

and Google enter the living room with connected TV initiatives, game

consoles made by Sony, Microsoft and Nintendo would experience the

greatest competition. The distribution of content into the living room may

also significantly change for network and cable television content

providers. In summary, the impact of smart devices on both work and

play are profound. With a bevy of significant companies vying for tablet

hegemony, including Apple, Google, Amazon, Microsoft and Samsung,

developers and consumers should expect nothing short of tremendous

innovation.

A Note about Engagement Metrics in this Study versus Previous

Flurry Studies

Please note that in previous studies, Flurry combined all smartphone and

tablet usage to generate total time spent by the average “smart device”

57
user in a given day. Using the stats provided in this study, a clever reader

could back into a comparison to that study. However, breaking out time

spent per day using the metrics included in this study (by taking ‘number

of sessions per week’ multiplied by ‘time per session’ then dividing by

seven days to get to a daily figure) will not simply add up to the total ‘time

spent per day’ provided in previous studies. This is because individual

users of smartphones and tablets spread their total usage time across

multiple devices. By separating out smartphone and tablet usage for this

study, the overlap of users who have more than one device is not taken

into account. In short, these two studies do not provide an apples-to-

apples comparison.

58
STATEMENT OF THE PROBLEM

In this dynamic world nothing is permanent except change. We

witness changes in all aspects of modern world. It is said that necessity is

the mother of invention. In the often-day, there were a lot of

unsophisticated way and means of communication like birds, messenger,

postal mail, etc.

Today, in the era of communication novel means of

communication came into existence. Postal mail has been replaced to

certain extent by e-mail and landline is being replaced by hand phones

called cell phones. It is reported by relevant authorities that after the

invention and introduction of cell phones the rate of surrounding landline

is at a decreasing rate and the number of users of cell phones is increasing

even day by day.

Usage of cell phones is not restricted to urban talk and educated

youth. Through this research we identified and investigated the variables

that affect consumer behavior regarding mobile handsets. We decided to

focus our study in the coastal Districts of Odessa due to time and resource

constraints, anticipating the trends in customer behavior can give mobile

handset manufacturing companies a key strategic advantage.

As companies that will survive and thrive in the market place

tomorrow are those in which managers spend more time worrying about

59
how to position their firm among current competitors and trying to

envision a new competitive space.

These spaces are defined by tomorrow’s customer needs and

wants. A better understanding of future trends will allow companies to

build an effective marketing strategy whereas awareness of the market will

help to improve and adjust their marketing strategy.

60
 CHAPTER-5

DATA COLLECTION, ANALYSIS AND INTERPRETATION

The questionnaires have sent to students, friends, workers, and

unknown persons through email. The questionnaire has six sections:

general questions, brief view of Internet shopping, information search for

online shopping, Internet shopping process, about the E-commerce

provider, and personal details. The following analysis of results will be

focused on the important questions which asked in each part of

questionnaire.

61
Q 1. TO KNOW THE GENDER OF THE RESPONDENTS?

Male Female

53% 47%

GENDER

47% MALE

53% FEMALE

INTERPRETATION

As respondents are mostly from the society and the campus of

university itself, I use to get more data from males as they were ready to

give their experiences, in this graph itself is showing more percentage of

males rather than females, the percentage of male respondents is 53% and

percentage of female respondents is only 47%.

62
Q 2. TO KNOW THE AGE OF THE REPONDENTS?

15-20 20-25 25-30 30 above

13 57 17 13

AGE

13% 13%

15-20
17% 20-25
25-30
30 above

57%

INTERPRETATION

The above diagram shows us the percentage in the age of

respondents. As it shows that from age 15-20 the number of respondents

are 13 % and from age of 20-25 it is 57 % and from 25-30 it is 17% and

last that is above 30 it is 13% this is the above data which is shown by the

this pie chart.

63
Q3 TO KNOW THE REASON WHAT MAKES RESPONDANT TO

PURCHASE SMARTPHONE:

Required work 21

Features 36

Status symbol 24

Multi tasking 19

REASONS

19% 21%

Required work
Features
Status symbol
24% Multi tasking

36%

INTERPRETATION

This graph shows us what motivates the people to buy smartphone, as

from above result it’s found out that features attract most of the respondent

to buy smartphones.

64
Q4 TO KNOW WHICH BRAND IS MOST PREFERRED?

BRANDS APPLE BLACKBERRY HTC SAMSUNG

PERCENTAGE 10% 27% 12% 51%

BRAND

APPLE
10%

SAMSUNG BACKBERRY
51% 27%

HTC
12%

INTERPRETATION

This pie diagram shows us which brand the people preferred to buy most,

as from above result it’s found out that SAMSUNG with 51% is mostly

preferred.

65
Q5 TO KNOW WHICH FEATURE CONSUMER LOOK WHILE

PURCHASING SMARTPHONE?

Features Least Somewhat Neutral Preferred

preferred preferred

Touchscreen 9 18 35 38

Wi-Fi 3 29 32 36

Apps 5 12 29 54

FEATURES
Touch screen Wi-Fi GPS

54%

38% 36%
35%
32%
29% 29%

18%
12%
9%
3% 5%

least preferred somewhat preferred neutral preferred

INTERPRETATION

This graph shows the features like touch screen, Wi-Fi, Apps..which are

mostly preferred by the respondents with around different percents shown

in the graph.

66
Q6 TO KNOW WHERE THE COSTOMER LOOK FOR THE

INFORMATION BEFORE PURCHASING SMARTPHONE?

In store promo display 16%

Internet retailer/ websites 24%

Television/Newspaper 28%

Word of mouth 32%

INFORMATION

16%

32%
In store
Internet retailer/websites

24% Television/nerspaper
Word of mouth

28%

INTERPRETATION

This diagram shows us that consumer is mostly preferring the word of

mouth before purchasing the smartphone with around 32%.

67
Q7 TO KNOW WHICH METHOD OF BUYING WILL

CONSUMERE USE FOR FUTURE PURCHASE:

Method Percentage

Within a particular brand 37%

Go for different brand 63%

37%

63%

Within particular brand Go for different brand

INTERPRETATION

This graph shows the method that consumer will adopt in future to buy the

smart-phone which is go for different brand with 63%.

68
Q8 TO KNOW WHICH FEATURE ATTRACTS MOST.

FEATURES PERCENTAGE

Application 23%

Camera 11%

Internet connectivity 9%

All 57%

FEATURES

23%

Application
Camera
Internet connectivity
57% 11%
All

9%

INTERPRETATION

This graph shows the most attracted feature of the smart-phone which is

mention in the table ie all the features are included like Apps,

Camera..Etc.

69
Q9 TO KNOW WHAT RESPONDENT EXPECTS FROM AN

OPERATING SYSTEM OF SMARTPHONE?

Fast & Easy 27%

Should provide rich user interface 8%

Should provide rich navigation 6%

Easy to upgrade 26%

All 33%

EXPECTATIONS
Fast & Easy Rich user interface Rich nevigation Easy to upgrade All

All, 33% Fast & Easy,

27%
Easy to
upgrade, 26% Rich user
interface,
8%
Rich nevigation,
6%

INTERPRETATION

This graph shows the expectations of the respondents from the operating

system of the smart-phones which includes all features like fast & easy,

easy to upgrade etc..

70
Q10 TO KNOW SMARTPHONE IS MUST FOR EACH PERSON

OR NOT?

YES NO

41 59

YES NO

41%

59%

INTERPRETATION

This graph shows the necessity of smart-phone for each person in which

59% respondents disagree.

71
Q11 TO KNOW FROM WHOM CUSTOMERS TAKE ADVICE.

RESPONSE PERCENTAGE

Someone having latest technological update 37%

Someone recently bought the same 23%

Someone already used 40%

ADVICE
Someone having latest technological update
Someone recently bought the same
Someone already used

40% 37%

23%

INTERPRETATION

This diagram shows the percentage of respondent, that the customers

mostly take advice from the one who have already used the phones.

72
Q12 TO KNOW WHICH BRAND OF SMARTPHONE CUSTOMER

WILL PURCHASE IN FUTURE.

RESPONSE PERCENTAGE

Apple 11%

Blackberry 16%

HTC 7%

Samsung 27%

Can’t say now 39%

BRANDS
Apple Blackberry HTC Samsung Can’t say now

11%

39% 16%

7%

27%

INTERPRETATION

This graph shows that 39% of can’t say now that which brand of smart-

phone people will purchase in future.

73
Q13 TO KNOW WHICH TYPE OF ADVERTISEMENT IS MOST

EFFECTIVE FOR SMARTPHONE.

RESPONSE PERCENTAGE

Television 46%

Newspaper 12%

Magazine 9%

Internet websites 33%

ADVERTISING
Television Newspaper Magazine Internet websites

33%
46%

9%
12%

INTERPRETATION

This pie diagram shows that mostly television with 46% is effective for

advertising the smart-phones.

74
Q14 TO KNOW HOW OFTEN CUSTOMERS USE SMARTPHONE

WHILE SIMULTENEOUSLY DOING THESE ACTIVITIES.

ACTIVITIES OFTEN SOMETIMES SELDOME NEVER

Listening to 48% 28% 19% 5%
music
Walking 22% 39% 28% 11%

Watching TV 33% 29% 34% 4%

Shopping 40% 27% 13% 20%

Playing comp 29% 20% 25% 36%

games
While talking 34% 19% 30% 17%
on phone

listening to music walking watching tv

shopping playing com games talking on phone
48%
39%
34% 34% 36%
33%
29% 28% 29%
27% 28%
25%
22% 20% 20% 20%
19% 19% 17%
13% 11%
5% 4%
0

often sometimes seldom never

INTERPRETATION

This graph shows how often people use smart phone during different

activities like listening music,walking,watching T.V, shopping,etc.and

listening music is mostly done with 48%

75
Q15 TO KNOW WHETHER MOBILE APPLICATIONS REALLY

DOMINATING TO OTHER FEATURES OF SMARTPHONE?

RESPONSE PERCENTAGE

Yes 40%

No 32%

No idea 28%

Yes No No idea

28% 40%

32%

INTERPRETATION

This graph shows that 40% of the respondents agree with the statement

that Applications really dominate to other features of smart-phone.

76
Q16 TO KNOW SPECIAL OFFER PLAYS ANY ROLE IN

SELLING OF MOBILE HANDSET?

Yes No

69% 31%

OFFERS PLAY ANY ROLE

YES NO

31%

69%

INTERPRETATION

This graph shows that 69% of the respondents agree with the statement

that special offers play any role in selling of mobile hand-set.

77
Q17 TO KNOW FOR WHAT REASON CUSTOMER SELECT

BRAND.

REASONS PERCENTAGE

Convenience handset 23%

Cost control 7%

Value added service 42%

Status 28%

REASONS FOR SELECTING BRAND

Convenience handset Cost control Value added service Status

23%
28%

7%

42%

INTERPRETATION

This diagram shows the 42% of customers select brand because it provide

value added service and only 7% of customer choose brand for controlling

cost.
78
Q18 TO KNOW WHAT CUSTOMER CONSIDERS OWING

SMARTPHONE AS A.

RESPONSE PERCENTAGE

Necessity 45%

Status 38%

Luxury 17%

Necessity Status Luxury

17%
45%

38%

INTERPRETATION

This diagram shows why customers choose smart-phones for and mostly

45% says because of necessity.

79
Q19 TO KNOW WETHER CUSTOMERS ARE SATISFIED WITH

THE SMARTPHONE.

Yes No

87% 13%

SATISFACTION WITH SAMRTPHONE

YES NO

13%

87%

INTERPRETATION

This graph shows that 87% of the respondents are satisfied with the smart-

phone and the rest are not.

80
Q20 TO KNOW WETHER CUSTOMERS STICK TO ONE BRAND

OR KEEP CHANGING.

Stick to one brand 57%

Change brand every time 43%

BRAND PREFERENCE
Stick to one brand Change brand

43%

57%

INTERPRETATION

This graph shows that 57% of the respondents stick to one brand and the

rest keeps on changing the brand.

81
 LIMITATIONS OF STUDY

Limitations of the projects are

 Time constraints

 Some of the respondents refused to fill the questionnaires.

 The responses may vary as some people did not want to come up

with real answers.

 Small sample size.

 And like any other research the limitation of personal bias of

respondents limits the scope of the study.

82
 CHAPTER 5

CONCLUSION

 Most preferred brand in smart phone market is Samsung followed by

Blackberry and HTC.

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

 Television and 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

smartphone.

 The most effective medium of advertisement of smart phone is internet

websites and Television.

 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 Smartphone.

83
 CHAPTER 6

SUGGESTION & RECOMMENDATION

 Smart phone companies should focus more on advertisements on internet

websites.

 As consumer wants more and more features so smart phone manufacturers

should increase the number of features.

 As the consumer prefers word of mouth or consulting someone techsavvy,

so smart phone brands must maintain their good will and increase services.

 All companies should increase their distribution channel.

 The companies should continue to work on the Strategy of T.Q.M (Total

Quality Management)

 Consumers do not get satisfied with the promotional policies of

the companies. New techniques of promotion are required to create

awareness about the entire range of company’s products.

84
 CHAPTER 7

BIBLIOGRAPHY AND WEBLIOGRAPHY

BIBLIOGRAPHY

 PAMPLETS

 MAGAZINES

 NEWSPAPER

WEBLIOGRAPHY

 www.academia.edu

 www.researchersworld.com

85
 QUESTIONNAIRE

Q 1. TO KNOW THE GENDER OF THE RESPONDENTS?

o MALE
o FEMALE

Q 2. TO KNOW THE AGE OF THE REPONDENTS?

o 15-20

o 20-25

o 25-30

o 30 above

Q3 TO KNOW THE REASON WHAT MAKES RESPONDANT TO PURCHASE

SMARTPHO

o Required work

o Features

o Status symbol

o Multi tasking

Q4 TO KNOW WHICH BRAND IS MOST PREFERRED?

o Apple

o Blackberry

o Htc

o samsung

86
Q5 TO KNOW WHICH FEATURE CONSUMER LOOK WHILE PURCHASING

SMARTPHONE?

Features Least Somewhat Neutral Preferred

preferred preferred

Touchscreen

Wi-Fi

Apps

Q6 TO KNOW WHERE THE COSTOMER LOOK FOR THE INFORMATION

BEFORE PURCHASING SMARTPHONE?

In store promo display

Internet retailer/ websites

Television/Newspaper

Word of mouth

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Q7 TO KNOW WHICH METHOD OF BUYING WILL CONSUMERE USE FOR

FUTURE PURCHASE:

Method Percentage

Within a particular brand

Go for different brand

Q8 TO KNOW WHICH FEATURE ATTRACTS MOST.

FEATURES PERCENTAGE

Application

Camera

Internet connectivity

All

Q9 TO KNOW WHAT RESPONDENT EXPECTS FROM AN OPERATING

SYSTEM OF SMARTPHONE?

Fast & Easy

Should provide rich user interface

Should provide rich navigation

Easy to upgrade

All

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 Q10 TO KNOW SMARTPHONE IS MUST FOR EACH PERSON

OR NOT?

YES NO

Q11 TO KNOW FROM WHOM CUSTOMERS TAKE ADVICE.

o Someone having latest technological update

o Someone recently bought the same
o Someone already used

Q12 TO KNOW WHICH BRAND OF SMARTPHONE CUSTOMER WILL

PURCHASE IN FUTURE.

o Apple

o Ios

o Blackberry

o Samsung

Q13 TO KNOW WHICH TYPE OF ADVERTISEMENT IS MOST EFFECTIVE

FOR

o Television

o Newspaper

o Internet websites

o Magazine

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Q14 TO KNOW HOW OFTEN CUSTOMERS USE SMARTPHONE WHILE

SIMULTENEOUSLY DOING THESE ACTIVITIES.

ACTIVITIES OFTEN SOMETIMES SELDOME NEVER

Listening to
music
Walking

Watching TV

Shopping

Playing comp
games
While talking
on phone

Q15 TO KNOW WHETHER MOBILE APPLICATIONS REALLY

DOMINATING TO OTHER FEATURES OF SMARTPHONE?

o Yes

o No

o No idea

Q16 TO KNOW SPECIAL OFFER PLAYS ANY ROLE IN SELLING OF

MOBILE HANDSET?

o Yes

o No

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Q17 TO KNOW FOR WHAT REASON CUSTOMER SELECT BRAND.

o Status
o Convenience handset
o Cost control
o Value added service

Q18 TO KNOW WHAT CUSTOMER CONSIDERS OWING SMARTPHONE AS A.

o Necessity
o Status
o Luxury

Q19 TO KNOW WETHER CUSTOMERS ARE SATISFIED WITH THE

SMARTPHONE.

o Yes

o No

Q20 TO KNOW WETHER CUSTOMERS STICK TO ONE BRAND OR KEEP

CHANGING.

o Stick to one brand

o Change brand every time

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