Consumer Buying Behaviour project

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A PROJECT REPORT
ON
A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS SMARTPHONE
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
TO
2014-2015
Submitted To: Submitted By:

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CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN
We do hereby declare that the report titled “Consumer buying behaviour Towards Smartphone”
has been prepared and submitted by Mr. , in partial fulfillment of the requirements of
Bachelor of Business Administration (BBA) from our institute during the period 2015-2016,
under the guidance of Mr. , Assistant Professor, Department of Management,
Invertis University, Bareilly.
We take the responsibility regarding the authenticity of the information in this report. The report
will be kept confidential and will not be submitted to any other organization.
HOD-BBA
Invertis University

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GUIDE’S CERTIFICATE
This is to certify that Mr. , currently undergoing Bachelor of Business
Administration (BBA) from Invertis University, Bareilly, has completed and submitted the
project on “Consumer buying behaviour Towards Smartphone” under my guidance.
I wish him a bright future and every success in life.
Assistant Professor
Department of Management
Invertis University
Bareilly.

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ACKNOWLEDGEMENT
Doing such project report is an arduous task in itself. It was fortunate enough to get support from
a large number of persons whom I shall always remain grateful. I would like to express my deep
gratitude to all those who, directly or indirectly made this project report possible.
First of all I would like to thank my parents for encouraging me throughout my life, whatever the
circumstances were, their blessing were always with me.
I would like to express my gratitude to Mrs. (HOD BBA, Invertis University, Bareilly)
who gave me an opportunity to get the a live exposure to banking industry.
I would like to express my sincere thanks to my project guide Mr. (Assistant
Professor, Department Of Management, Invertis University, Bareilly) who devoted his precious
time from his busy schedule to guide and help me at all times. It is under his valuable guidance,
constant interest and encouragement that I have been able to complete this project.
I would appreciate all the respondents who took out their valuable time to give their views and
fill the questionnaire. Lastly, I take this opportunity to thank my friends who chipped-in with
some valuable suggestions for the betterment of this project.
Rajnish Ranjan

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TABLE OF CONTENT
S.No.` CONTENT PAGE No.
1 INTRODUCTION
2 HISTROY
3 RESERCH METHODOLOGY
DATA SORCES
RESERCH APPROACH
DATA COMPLETION AND ANALYSIS
SCOPE
4 OBJECTIVE OF THE STUDY
5 DATA INTERPRETATION AND ANALYSIS
6 CONCLUSION
7 LIMITATION OF RESERCH STUDY
8 BIBLIOGRAPHY
9 QUESTIONNAIRE
10
11
12

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INTRODUCTION
A smartphone or smart phone is a mobile phone with an advanced mobile operating
system which combines features of a personal computer operating system with other features
useful for mobile or handheld use. They typically combine the features of a cell phone with those
of other popular mobile devices, such as personal digital assistant (PDA), media player
mind GPS navigation unit. Smartphones are used to make phone calls and send text messages but
they can also be used for accessing the internet and check your emails, search the internet and
much more.
A smartphone can:
Make voice calls (of course!)
Make video calls
Access the internet and browse the web
Take photos, and upload them to the web
Navigate with GPS if the phone has GPS built-in
Play back music and video stored on the phone (and connect to a PC to copy media to it)
Manage your contacts and appointments
Send emails
Play in-built games
Run new applications and games downloaded for the internet.
There are many different brands of smartphones
e.g. iPhones – made by Apple
• Android Phones made by Samsung, HTC, etc.

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• Windows Phones made by Nokia
The difference between each phone is that they have a different operating system developed by
the different manufacturers
Most Smartphones produced from 2012 onwards also have high-speed mobile broadband 4G
LTE internet, motion sensors, and mobile payment mechanisms.
In 2014, sales of smartphones worldwide topped 1.2 billion, which was up 28% from 2013.

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HISTORY
Early years
The first caller identification receiver (1971)
Devices that combined telephony and computing were first
conceptualized by Tesla 1909 and Theodore
Paraskevakos in 1971 and patented in 1974, and were
offered for sale beginning in 1993.
Paraskevakos was the first to introduce the concepts of
intelligence, data processing and visual display
screens into telephones.
In 1971, while he was working with Boeing in Huntsville,
Alabama, demonstrated a transmitter and receiver that
provided additional ways to communicate with remote
equipment, however it did not yet have general
purpose PDA applications in a wireless device typical of smartphones. They were
installed at Peoples' Telephone Company in Leesburg, Alabama and were demonstrated
to several telephone companies.

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The original and historic working models are still in the possession of Paraskevakos.
Forerunner
The first mobile phone to incorporate PDA features was an IBM prototype developed in 1992
and demonstrated that year at the COMDEX computer industry trade show.
The prototype demonstrated PDA features as well as other visionary apps like maps, stocks and
news incorporated with a cellular phone.
A refined version of the product was marketed to consumers in
1994 by BellSouth under the name Simon Personal
Communicator.
The Simon was the first cellular device that can be properly
referred to as a "smartphone", although it was not called that
in 1994.
The term "smart phone" first appeared in print in 1995, for
describing AT&T's "PhoneWriter Communicator" as a "smart
phone".
PDAs
Personal digital assistant
In the late 1990s, many mobile phone users carried a separate dedicated PDA device, running
early versions of operating systems such as Palm OS, BlackBerry OS or Windows CE/Pocket
PC. These operating systems would later evolve into mobile operating systems.
In March 1996, Hewlett-Packard released the OmniGo 700LX, which was a modified 200LX
PDA that supported a Nokia 2110-compatible phone and had integrated software built in ROM
to support it.
In August 1996, Nokia released the Nokia 9000 Communicator which combined a PDA based on
the GEOS V3.0 operating system from Gasworks with a digital cellular phone based on
the Nokia 2110. The two devices were fixed together via a hinge in what became known as
a clamshell design.

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In June 1999, QUALCOMM released a "CDMA Digital PCS Smartphone" with integrated Palm
PDA and Internet connectivity, known as the "pdQ Smartphone".
In early 2000, the Ericsson R380 was released by Ericsson Mobile Communications, and was
the first device marketed as a "smartphone". It combined the functions of a mobile phone and a
PDA, supported limited web browsing with a resistive touchscreen utilizing a stylus.
In early 2001, Palm, Inc. introduced the Kyocera 6035, which combined a PDA with a mobile
phone and operated on Verizon. It also supported limited web browsing.
Smartphones before Android, iOS and BlackBerry, typically ran on Symbian, which was
originally developed by Psion. It was the world's most widely used smartphone operating system
until the last quarter of 2010.
Mass adoption
In 1999, the Japanese firm NTT DoCoMo released the first
smartphones to achieve mass adoption within a country. These phones
ran on i-mode, which provided data transmission speeds up to 9.6
kbit/s.
Symbian was the most popular smartphone OS in Europe during the
middle to late 2000s. Initially, Nokia's Symbian devices were focused
on business, similar to Windows Mobile and BlackBerry devices at
the time.
From 2006 onwards, Nokia started producing entertainment-focused smartphones, popularized
by the Nseries.
In Asia, with the exception of Japan, the trend was similar to that of Europe

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iOS and Android
In 2007, Apple Inc.
introduced the iPhone , one
of the first smartphones 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, or keypad typical for smartphones at the time .
In2008 saw the release of the first phone to use Android called the HTC Dream (also known as
the T-Mobile G1). Android is an open-source platform founded by Andy Rubin and now owned
by Google.
Although Android's adoption was relatively slow at first, it started to gain widespread popularity
in 2010, and now dominates the market.
These new platforms led to the decline of earlier ones.
Microsoft, for instance, started a new OS from scratch, called Windows Phone.
Nokia abandoned Symbian and partnered with MS to use Windows Phone on its smartphones.
Windows Phone then became the third-most-popular OS.
Palm's webOS was bought by Hewlett-Packard and later sold to LG Electronics for use on
LG smart TVs.

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BlackBerry Limited, formerly known as Research In Motion, also made a new platform based
on QNX, BlackBerry 10.
The capacitive touchscreen also had a knock-on effect on smartphone form factors .
Before 2007 it was common for devices to have a physical numeric keypad or physical
QWERTY keyboard in either a candybar or sliding form factor.
However, by 2010, there were no top-selling smartphones with physical keypads.
Recent technological developments
• In 2013, the Fair phone company launched its first "socially ethical" smartphone at
the London Design Festival to address concerns regarding the sourcing of materials in the
manufacturing.
• In late 2013, os commenced production of a smartphone designed entirely around
security, encryption and identity protection.
• In December 2013, the world's first curved OLED technology smartphones were
introduced to the retail market with the sale of the Samsung Galaxy Round and LG G Flex
models.[30]
Samsung phones with more bends and folds in the screens were expected in 2014.
[31]
• In early 2014, smartphones were beginning to use Quad HD (2K) 2560x1440 on 5.5"
screens with up to 534 PPI on devices such as the LG G3 which is a significant improvement
over Apple's Retina Display.
Quad HD is used in advanced televisions and computer monitors, but with 110 ppi or less on
such larger displays.

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• As of 2014, Wi-Fi networks were much used for smartphones. As Wi-Fi becomes more
prevalent and easier to connect to, Wi-Fi phone services will start to take off.
• Smartphones are increasingly integrated with everyday uses. For instance, credit cards
and mobile payments are integrated into smartphones where users can send cash payments
through smartphone applications and SaaS platforms.
Recently, Apple Pay has picked up 34 new banks to the roster supporting their mobile
payment platform, where merchants are rapidly adopting it .
Additionally, recent technological innovations are causing keys to be fused into the
smartphones, where the smartphone act as a digital key and access badge for its users.
• Since 2013, water and dustproofing have made their way into mainstream high end
smartphones instead of specialty models with the Sony Xperia Z continuing through the
Sony Xperia Z3 and with the Samsung Galaxy S5.
• One problem with smartphone cameras is focusing on subject, but the LG G3 has lasers
to help focus.
• Some smartphones can be categorized as high-end point-and-shoot cameras with
large sensors up to 1" with 20 megapixels and 4K video. Some can store their pictures in
proprietary raw image format, but the Android (operating system) 5.0 lollipop serves
open source RAW images.
• Apple released iphone 6 September 19 2014 and September 25 (in us,uk.eg)
iphone 6s year of apple watch(phone/watch)and discountinuing 5c.
Future possible developments

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• A clear thin layer of crystal glass can be added to small screens like watches and
smartphones that make them solar powered.
• Smartphones could gain 15% more battery life during a typical day. The first
smartphones using this technology should arrive in 2015. This screen can also work to
receive Li-Fi signals and so can the smartphone camera. The cost of these screens per
smartphone is between $2 and $3, much cheaper than most new technology.
• Near future smartphones might not have a traditional battery as their sole source of
power. Instead, they may pull energy from radio, television, cellular or Wi-Fi signals.[4

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Mobile operating systems
Android
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, LG, and Samsung)
that form the Open Handset Alliance.
In October 2008, HTC released the HTC Dream,
the execution of native applications and third-party
apps which are available via Google Play, which
launched in October 2008 as Android Market.
Android became the best-selling smartphone platform.
ANDROID Smartphones present features
• Blow Detection
• Curved screen
• Eyes detection
• S- Pen
• Hover-Over
• Face detection
• Gaming

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• Free/Instant/Messaging/Calling
• Connectivity
BEST ANDROID SMARTPHONES
Samsung Galaxy S6
LG G4
Nexus 6P
Blackberry Priv
HTC One M9
Moto X Pure Edition 2015

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iOS
iOS is a mobile operating system developed by Apple
Inc. and distributed exclusively for Apple hardware. It
is the operating system that powers the company's
Devices. In 2007, Apple introduced the iPhone, the
first device to use iOS and one of the first smartphones
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, or keypad as typical for smartphones at the time
Best Ios Smartphone
iPhone 6s
iPhone6

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iPhone5s
iPhone5c
iPhone5(discontinued now)
iPad 4
iPad mini
Windows Phone
In 2010, Microsoft
unveiled Windows Phone
7 with a User Interface inspired
by Microsoft's "Metro Design
Language", to replace Windows
Mobile.
Windows Phone 7 integrates
with Microsoft services such as Microsoft SkyDrive, Office, Xbox and Bing, as well as non-
Microsoft services such as Facebook, Twitter andGoogle accounts.

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This software platform runs the Microsoft Mobile smartphones, and has received some positive
reception from the technology press and been praised for its uniqueness and differentiation
Best Windows Phones
Nokia Lumia 930
Nokia Lumia 735
Nokia Lumia 1520
Microsoft Lumia
435
Microsoft Lumia
640
Microsoft Lumia
535
Microsoft Lumia 830
BlackBerry

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In 1999, RIM released its first
BlackBerry devices, providing secure
real-time push-email communications
on wireless devices. Services such as
BlackBerry Messenger provide the
integration of all communications into
a single inbox. In September 2012,
RIM announced that the 200 millionth BlackBerry smartphone was shipped. As of September
2014, there are around 46 million active BlackBerry service subscribers.[55]
Most recently, RIM
has undergone a platform transition, changing its name to BlackBerry and making new devices
on a new platform named "BlackBerry 10."
Best Blackberry Phones
Blackberry Z10
Blcakberry Z3
Blackberry Z30
Blackberry A10
Blackberry Passport
Blackberry Strom2 9550
Blackberry Q10

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ISSUES
Smartphones have issues besides those affecting
other mobile telephones.
Battery life
Compared to earlier non-smartphones, smartphone battery life has
generally been poor and a significant drain on customer
satisfaction.
Social
A 2012 University of Southern California study found that unprotected adolescent sexual activity
was more common amongst owners of smartphones.

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A study conducted by the Rensselaer Polytechnic Institute's (RPI) Lighting Research Center
(LRC) concluded that smartphones, or any backlit devices, can seriously affect sleep cycles.
Some persons might become psychologically attached to cellphones resulting in anxiety when
separated from the devices.
Legal
A "patent war" between Samsung and Apple started when the latter claimed that the
original Galaxy S Android phone copied the interface—and possibly the hardware—of Apple's
iOS for the iPhone 3GS.
Medical
With the rise in number of mobile medical apps in the market place, government regulatory
agencies raised concerns on the safety of the use of such applications. These concerns were
transformed into regulation initiatives worldwide with the aim of safeguarding users from
untrusted medical advice.
Security
Smartphone malware is easily distributed through an insecure app store. Often malware is hidden
in pirated versions of legitimate apps, which are then distributed through third-party app stores.
Malware risk also comes from what's known as an "update attack", where a legitimate
application is later changed to include a malware component, which users then install when they
are notified that the app has been updated.
One out of three robberies in 2012 in the United States involved the theft of a mobile phone. An
online petition has urged smartphone makers to install kill switches in their devices.

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In 2014, Apple's "Find my iPhone" and Google's "Android Device Manager" can disable phones
that have been lost/stolen. With BlackBerry Protect in OS version 10.3.2, devices can be
rendered unrecoverable to even BlackBerry's own Operating System recovery tools if incorrectly
authenticated or dissociated from their account.
Sleep
Using smartphones late at night can disturb sleep, due to the brightly lit screen
affecting melatonin levels and sleep cycles.
RESEARCH METHODOLOGY
It well Know fact that the most important step in marketing research process is to define the
problem. Choose for investigation because a problem well define is a half solved. That was the
reason that at most care was taken while defining various parameters of the problem. After
giving through brain storming session, objective were selected and set on the base of this
objective. A questionnaire was design major emphasis of which was gathering new ideas as to
determine and find out the problem.
DATA SOURCE
Research includes gathering both primary and secondary data. Primary data is the first hand
data which are selected a fresh and thus happen to be original in the character. Primary
data was crucial to know various customer and past customer view about the smartphone
and calculate the market share of this brand.
RESEARCH APROACH
The research approach was used survey method which is a widely used method for data
collection and best suited for which descriptive type of research survey include research
instrument like questionnaire which is structured. Target population is well identified and
various method like personal interview and are employed.
SAMPLING UNIT

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It gives the target population that will be sampled. The research was carried in Invertis
University Bareilly. There were 70 respondents.
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and finding of the project were presented
followed by analysis and interpretation to reach certain conclusion.
OBJECTIVE OF STUDY
OBJECTIVE
To study consumer motivation for buying a smart phone.
To analyze the consumer preference for brands of smart phone.
To determine whether there is a significant difference between preferences for features of smart
phones on the basis of gender.
To identify the most effective medium for advertisement of smart phone

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DATA ANALYSIS AND INTERPRETATION
Q1. Do you own a Smartphone?
YES 62
NO 8

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YES
89%
NO
11%
SMARTPHONE
INTERPREATION:
It is clearly seen most people have smartphone .
Q2. If yes which brand of Smartphone you are currently using?
SONY 8
SAMSUNG 23
MICROSOFT 5
APPLE 3
MICROMAX 7
OTHER 16
SONY
13%
SAMSUNG
37%
MICROSOFT
8%
APPLE
5%
MICROMAX
11%
OTHER
26%
CURRENTLYUSING

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INTERPREATION:
It is clearly seen that most people currently using Samsung and other brand smartphone.
Q3. Based on your own experience, how you would rate your satisfaction with the brand of
Smartphone.
Satisfied 38
Dissatisfied 4
Very satisfied 15
Fair 5

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Satisfied
61%
Dissatisfied
7%
Verysatisfied
24%
Fair
8%
SATISFIED
INTERPREATION:
It is clearly seen that most people satisfied brand smartphone.
Q4. Would you buy the same brand when buying a new phone in the
future?
YES 17
NO 23
MAY BE 22

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YES
27%
NO
37%
MAY BE
36%
BUYING NEW PHONE IN FUTURE
INTERPREATION:
It is clearly seen that most of 27% people buying new phone in future same brand and 36%
people may be 37% people no buying new phone in future same brand.
If No, Which brand would you prefer
SONY 6
SAMSUNG 3
MICROSOFT 4
APPLE 6
MICROMAX 0
OTHER 4

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SONY
26%
SAMSUNG
13%
MICROSOFT
18%
APPLE
26%
MICROMAX
0%
OTHER
17%
SMARTPHONEPREFER
INTREPRETATION:
It is clearly seen that most of people prefer apple, Sony.
Q5.In the following question select the degree of influence of the following factors on your
Purchase of Smartphone.
5.
Strongly
non-
influential
Non –
influential
Natural
influential
Influential Strong
influential

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1 Family and
friends
suggestion
11 9 20 11 19
2 Financing /price 5 20 12 16 17
3 The well known
brands name of
the products
4 6 12 22 25
4 The quality of
the products
4 2 7 22 34
5 Your satisfaction
for a previous
product brands
8 10 9 21 23
6 Technical aspect
of the product
1 5 13 24 27
7 Festival
season/promotion
9 12 10 18 22
8 Advertisement 8 20 16 9 17
9 After sales
services
4 12 16 18 20
1
0
Features. 1 3 8 15 44

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0
5
10
15
20
25
30
35
40
45
50
Familyand friends
suggestion
Financing/price Thewellknown
brandsname ofthe
products
Thequality ofthe
products
Yoursatisfaction for
apreviousproduct
brands
Technicalaspectof
theproduct
Festival
season/promotion
Advertisement Aftersalesservices Features.
1 2 3 4 5 6 7 8 9 10
ChartTitle
Stronglynon-influential Non –influential Natural influential Influential Stronginfluential
INTERPREATION:
Q6. How much are you willing to pay for a Smartphone of your

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choice?
Below 5,000 0
5,000-10,000 16
10,000-15,000 24
15,000-25,000 18
25,000 and above 11
Below 5,000
0%
5,000-10,000
23%
10,000-15,000
35%
15,000-25,000
26%
25,000 and
above
16%
PAY FOR SMARTPHONE
INTREPREATION:
It is clearly seen that most of people pay for smartphone Rs.10,000-15,000

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Q7. You prefer a Smartphone manufactured by:-
Multinational companies 36
Indian companies 18
not a factor 14
Multinational
companies
53%
Indian
companies
26%
not a factor
21%
SMARTPHONEMANUFACTURED
INTREPREATION:
It is clearly seen that most of people prefer smartphone manufactured multinational companies.

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Q8. Further, where do you like to purchase Smartphone?
Authorized retail 31
Multiband showroom 17
Online/E-commerce 17
Other 4
Authorized retail
45%
Multibrand
showroom
24%
Online/E-
commerce
25%
Other
6%
PURCHASE SMARTPHONE
INTREPREATION:
It is clearly seen that most of people purchase smartphone on authorized retail.

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CONCLUSION
Most preferred brand in smart phone market is Apple followed by Samsung and HTC.
The main reason for smart phone purchase is its features.
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.
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.
LIMITATION OF RESERCH STUDY
1. The sample size which is used is not big so there is a chance that the result which is come
is not reliable.
2. The respondents show there interest while they are filling a questionnaire.

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RECOMMENDATION:
1. Smart phone companies should focus more on advertisements on internet websites.
2. .As consumer wants more and more features so smart phone manufacturers should
increase the number of features.
3. As the consumer prefers word of mouth or consulting someone tech savvy, so smart
phone brands must maintain their good will and increase service.

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BIBLIOGRAPHY
- WWW.GOOGLE.COM
- WWW.SAMSUNG.COM

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Questionnaire
Q1. Do you own a Smartphone?
YES ( ) NO ( )
Q2. If yes which brand of Smartphone you are currently using?
SONY ( ) SAMSUNG ( ) Microsoft ( ) APPLE ( ) Micromax ( ), OTHER
………….
If no, specify.
……………………………………………………………………………………………………
………………………
………………………………………………………………………………………………
……………………………
Q3. Based on your own experience, how you would rate your satisfaction with the brand of
Smartphone.

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Satisfied ( ) Dissatisfied ( ) very satisfied ( ) Fair ( )
Q4. Would you buy the same brand when buying a new phone in the future?
Yes ( ) No ( ) May be ( )
If No, Which brand would you prefer
SONY ( ), SAMSUNG ( ), Microsoft ( ), APPLE ( ) MICROMAX ( ), OTHER
………….
Q5.In the following question select the degree of influence of the following factors on your
Purchase of Smartphone.
Strongly
non-
influential
Non –
influential
Natural
influential
Influentia
l
Strong
influential
1 Family and friends suggestion
2 Financing /price
3 The well known brands name of the
products
4 The quality of the products
5 Your satisfaction for a previous
product brands
6 Technical aspect of the product
7 Festival season/promotion
8 Advertisement
9 After sales services
10 Features.
If any other, please specify below:-
……………………………………………………………………………………………………
…………………………………………………………
……………………………………………………………………………………………………
…………………………………………………………

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Q6. How much are you willing to pay for a Smartphone of your choice?
Below 5000( ) 5000-10,000( ) 10000-15000 ( )
15000-25000( ) 25,000 and above ( )
Q7. You prefer a Smartphone manufactured by:-
Multinational companies ( ) Indian companies ( ) Not a factor ( )
Q8. Further, where do you like to purchase Smartphone?
Authorized retail ( ) Multibrand Showroom ( ) Online/E-commerce ( ) other ( )
Q9. Do you have any suggestion?
……………………………………………………………………………………………………
……………………………………………………………………………………………………
……………………………………………………………………………………………………
…………………..
……………………………………………………………………………………………………
……………………………………………………………

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