“A STUDY OF CONSUMER

BEHAVIOUR TOWARDS
PURCHASE OF
SMARTPHONES”
Diwas Gupta (15), Madhurima Mondal (24), Ruzan Irani (36),
Rajvi Sharma (38).

Business Research (Secondary)

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 EXECUTIVE SUMMARY
● Analysis of consumer mindsets when it comes to smartphone buying behaviours.

● Each smartphone brand offers a specific feature claiming to be the best of all in that domain for
instance
-Vivo and Oppo focuses on camera
-OnePlus focuses on speed and performance
-Apple focuses on premium design and aesthetics.

● Other areas of research also covers a detailed study of the industry in different geographic
areas and how priorities change with region across the world (secondary).

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● To sum up, the following research highlights how smartphone brands have made their way to
the consumers pocket and also new insights via some primary research on a limited audience.
 PROBLEM
DEFINITION 1. To study the different kinds of
smartphones and how different kinds of
customers have varied preferences.

1. To compare past and present scenarios

of smartphone designs and to link the
evolution with the convenience of the
consumers.

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RESEARCH ❏ Define Information Needed:
DESIGN ● The Chinese Smartphone Industry
● Smartphones sold online
● Scenario of Smartphones in national and
international market
● How Indian Smartphone makers lost against
China
● Leaders of the Industry

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 RESEARCH DESIGN (contd..)

❏ Research Method:
● Research Data: Data for study was primarily collected through a survey in the form of
questionnaire as well as through the secondary data collected via existing historical
data.
● Both Primary and Secondary data were used to come to the end conclusion in this
research
● Consumer Insights and pain points were recorded via various sources in order to
structure a concrete conclusion

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 RESEARCH DESIGN (contd..)
❏ Sampling Plan
● Minimum 47 smartphone users
● College and office surveys
● Quantitative analysis with pie charts
and graphs
✔ Suggestions: Other formats like Likert scale,
❏ Questionnaire Design
● MCQ questions regarding buying
pattern and preferences, likes and
dislikes were asked.
● Open Ended questions for better
consumer insights
word association, rating scale, intention to buy 6
scale could have created a better impact on the
sample space.
 RESEARCH DESIGN (contd..)
❑Field Work Plan:
• Questions from the questionnaire were asked to people across different age
groups in nearby vicinities which included small offices.

• Google forms were used to extend reach and convert responses into certain
representations

❑The Analysis Plan:

The data collected was covered into diagramatic representations like:
● Pie Charts
● Bar charts 7
 DATA Data for the research was collected in the
form of both Primary data and Secondary
data:

COLLECTION ❏ For Secondary Research, data was

collected via -
• Online Survey portals
• Blogs
• Tech Magazines
• Online smartphone reviewers who
generate content on platforms like
YouTube and Twitter for Indian Audiences
listing their buying criteria for smartphones
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 DATA COLLECTION (contd..)
❏ For Primary Research, data was collected via -

• A Questionnaire was designed specifically with questions regarding customer needs and
preferences which involved value parameters like price, aesthetics, functionality,
performance and security.

• Adding to the field work there was interaction with the local electronics retail shop
keepers.

• There were more questions added to the collection as the interaction increased resulting
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in a more personalized formatted questionnaire (progressive data collection)
 DATA ● The Primary Data collected for this paper
was collected using the survey method.
ANALYSIS ● The respondents were briefed about the
topic prior to the distribution of the
questionnaire and were in no way coerced to
answer it.

● Many respondents answered the survey

questionnaire and all the responses are used
in the study.

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CHARTS USED FOR
DATA ANALYSIS
Figure Number Chart Used
1 to 10 Pie Chart
11 Bar Chart
1.Which smartphone brand are you currently using? 3. Would you prefer the plus/XL series of a brand which offer
bigger phones?

2. Since how long are you

using your smartphone?

Figure 1
Figure 3

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Figure 2
4. How do you prefer your smartphone to be? 6. How do you prefer to unlock your phone?

5. You use your smartphone majorly for?

Figure 4
Figure 6

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Figure 5
7. Where do you often see a smartphone ad? 9 . How much would you spend on a smartphone?

8. Which brand do you think has the

best marketing?

Figure 7
Figure 9

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Figure 8
7. What is your major priority in a smartphone? 11. Latest facilities you are aware of in your smartphone?

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Figure 10 Figure 11
 INTERPRETATIONS
● People are characterized according to their brand preferences and maximum people use Apple smartphones (Figure 1).
● A lot of people are willing to spend more than Rs. 50,000 with expectations of having an average of all features (Figure 9 &
10) in the phone displaying that people with high income spend more.
● Users upgrade their phones in a very short span of time due to release of newer technologies and versions every now and
then.
● The new trend of releasing a bigger phone is quite intriguing and some people do like bigger phones because of the extra
added features.
● 69% people (Figure 4) prefer slim and sturdy smartphones because of the ease of portability and physical strength.
● Since there are more than one ways in today’s time to unlock the smartphones thanks to encrypted security features. The
latest, most convenient and prefered way of unlocking the smartphone is via Face ID.
● The most commonly used feature of a smartphone is calling yet not so common now having an audience of only 8% of the
total use of their phones. However, majority of the people use smartphones for Social Media.
● This shows the potential of Social Media and how a brand can leverage this platform for its promotional activities.
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● According to Figure 7 & 8, Apple has made the best use of TV and various online platforms for marketing.
 RECOMMENDATIONS
Based on macroeconomic conditions at present -
● Regulatory focus has an influence on consumer behavior towards smartphone
purchase decision by affecting their perception, motivation and lifestyle.
● Word of mouth is the most influential sources of information followed by the
internet.
● Advice from friends on the basis of their past experiences influences the
purchasing decision up to significant level.
● With the availability of internet on mobiles and its cheap access, the role of TV
ads as an influential source has gradually decreased. Therefore, the brands
should focus on Online platforms more for marketing. 17
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 ANNEXURES
1. Which smartphone brand are you currently using? 7. Where do you often see a smartphone ad?
Apple OnePlus Vivo TV Online Newspaper/Magazines
Oppo
Billboards Outdoor
Xiaomi Samsung

1. Since how long are you using your smartphone? 8. Which brand do you think has the best marketing?
<1 year 1-2 years 2-4 years Apple Google Pixel
>4 years OnePlus Samsung Oppo Vivo
Xiaomi
1. Would you prefer the Plus/XL series of a smartphone
which offer bigger phones?
9. How much would you spend on a smartphone?
Yes No Maybe
>10000 15000-20000 25000-40000
1. Do you prefer your smartphone to be: <50000

Slim but not sturdy Thick but sturdy

10. What is your major priority in a smartphone?
1. You use your smartphone majorly for? Display quality Audio quality/Speakers
Camera
Calling Checking mails
Speed and Performance Battery life
Texting
An average of everything 19
Social Media Pictures/Photography Music
11. Latest facilities you are aware of in a smartphone:
1. How do you like your smartphone to unlock?
NFC Wireless Charging Infrared