Minor Project Report on Consumer perception towards smartphones.

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TABLE OF CONTENTS
SR NO. CONTENTS PAGE NO.
1 INTRODUCTION 6
2 OBJECTIVE 8
3 RESEARCH METHODOLOGY 9
4 LIMITATIONS 10
5 PROFILEOF THE SMARTPHONE 11
6 LITERATURE REVIEW 19
7 ANALYSIS AND INTERPRETATION 20
8 CONCLUSIONS AND
RECOMMENDATIONS
40
9 BIBILOGRAPHY 43
10 ANNEXURE 44

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CHAPTER-1
INTRODUCTION

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INTRODUCTION
A Smartphone is a mobile phone built on mobile operating system with enhanced and more
advanced computing capability and connectivity than a normal mobile phone. The first
Smartphone combine the function of a personal digital assistant (PDA) with mobile phone. Later,
models added the functionality of media players, digital cameras, video cameras & GPS
navigation system to form one multi tasking device. Many modern Smartphone also include high
resolution camera with touch screen pad and web browser that display standard web pages. For
high speed data accesses the Smartphone include Wi-Fi function and mobile broadband. In recent
years the rapid of development of mobile applications & of mobile commerce has been drivers of
smart phone adaption.
The mobile operating system use by modern Smartphone includes Google’s android, Apple’s
iOS, Nokia Symbian, Rim’s Blackberry OS, Samsung BADA, Microsoft Windows phone, and
Hewlett-Packard’s web OS. Such operating system can be installed on different mobile phones
and each device can receive multiple OS Software update over its life time. I n this project we
discussed the importance of analysing the consumer perception towards durable brand’s with the
help of Smartphone. Local and foreign brand choice affected by various factors such as brand
image, country of origin, brand awareness, brand quality and so on…. In this era of globalisation
consumer have become much more aware and the perceptions regarding durable brands are
changing at a rapid pace. It has been seen that price & quality of the durable goods are
considered to be major factors of making their brand choice. Consumer prefer low brand product
because of lower price, similarly in case of Smartphone’s the increasing demand of low brand
Smartphone’s are because of consumer’s affordable prices in India, As Indian consumer are more
price sensitive. But consumers who want better quality and durability and for the status
enhancement reasons prefer foreign brands, like in case of Smartphone’s the consumer who
wants better quality, durability and consider status will prefer Apple Smartphone. Now in order
to understand consumer perception we need to understand culture, so that behaviour of consumer
is well understood. The perception consumers have of a business and its product or services
whether it’s durable or non durable, have a effect on purchasing behaviour of the consumer that’s
why companies spend lots of money in marketing themselves. They market themselves by
providing excellent customer services and other influential programs which can favourable
influence the perception of target consumer. With the help of careful planning and execution
companies can influence those perception and foster profitable consumer behaviour. Consumers
continually synthesise all the information they have about a company to make a decision about
whether the company offers value for the money, in a sense consumer perception is an
approximation of reality.

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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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RESEARCH METHODOLOGY
It is the plan, structure of investigation conceived so as to obtain answer to research question. It
is the specification of methods and procedures for acquiring the information needed.
It is concerned with:
 Overall operational pattern
 Framework of the project
 Stipulates what information is needed
The first step that undertakes in the report was the selection of research. The research design,
which was adopted for the study was descriptive in nature
The two types of research are as follows:
Exploratory research
It is to generate new ideas.
Descriptive research:
They are well structured. It can be complex, a high degree of scientific skill on the part of the
demanding a high degree of scientific skill on the part of the researcher. It can be taken in certain
circumstances. When the researcher is interested in knowing the characteristics of certain groups
such as, gender, profession, a descriptive study may be necessary. In this I did descriptive
research also because I want to know the consumer perception and preferences towards smart
phone.

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LIMITATION
1: Some of the people were not responsive.
2: Possibility of error in data collection because many of the respondents may have not
given a answer to the questionnaire.
3: Sample size is less to represent the whole population.
4: The time period of research was short.
5: Respondents behaviour may be casual.
6: Financial resources are not available.

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CHAPTER II:-
PROFILE OF THE SMARTPHONES

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PROFILE OF THE SMARTPHONES
A smartphone is a mobile phone (also known as cell phones) with an advanced mobile
operating system which combines features of a personal computer operating system with other
features useful for mobile or handheld use.Smartphones, which are usually pocket-sized,
typically combine the features of a mobile phone, such as the abilities to place and receive voice
calls and create and receive text messages, with those of other popular digital mobile
devices like personal digital assistants (PDAs), such as an event calendar, media player, video
games, GPS navigation, digital camera and digital video camera. Most smartphones can access
the Internet and can run a variety of third-party software components ("apps"). They typically
have a color display with a graphical user interface that covers 70% or more of the front surface.
The display is often a touch screen, which enables the user to use a virtual keyboard to type
words and numbers and press onscreen icons to activate "app" features.
In 1999, the Japanese firm NTT DoCoMo released the first smartphones to achieve mass
adoption within a country. Smartphones became widespread in the late 2000s. Most of those
produced from 2012 onward have high-speed mobile broadband 4G LTE, motion sensors,
and mobile payment features. In the third quarter of 2012, one billion smartphones were in use
worldwide. Global smartphone sales surpassed the sales figures for regular cell phones in early
2013. As of 2013, 65% of mobile consumers in the United States owned smartphones. By
January 2016, smartphones held over 79% of the U.S. mobile market.
Early years
Devices that combined telephony and computing were first conceptualized by Nikola Tesla in
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, Paraskevakos 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. The original and historic working models are still in the possession
of Paraskevakos.

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Forerunner
The first mobile phone to incorporate PDA features was an IBMprototype developed in 1992 and
demonstrated that year at the COMDEX computer industry trade show. It included PDA features
and other visionary mobile applications such as maps, stock reports and news. A refined version
was marketed to consumers in 1994 by BellSouthunder the name SimonPersonal Communicator.
The Simon was the first commercially available device that could be properly referred to as a
"smartphone", although it was not called that in 1994. In addition to placing and receiving
cellular calls, Simon could send and receive faxesand emailsand included an address book,
calendar, appointment scheduler, calculator, world time clock and notepad, utilizing its touch
screen display. The term "smart phone" appeared in print as early as 1995, describing AT&T's
Phone Writer Communicator.
PDAs
In the mid-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.[1] These operating systems would later evolve into mobile operating systems. In
March 1996, Hewlett-Packard released the Omni Go, a modified 200LX PDA that supported a
Nokia 2110-compatible phone with ROM-based software to support it. It had a 640x200
resolution CGA compatible 4-shade gray-scale LCD screen and could be used to place and
receive calls, and to create and receive text messages, emails and faxes. It was also 100% DOS
5.0 compatible, allowing it to run thousands of existing software titles, including early versions
of Windows.

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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. Unlike future generations of wireless services, NTT DoCoMo's i-mode
used cHTML, a language which restricted some aspects of traditional HTML in favor of
increasing data speed for the devices. Limited functionality, small screens and limited bandwidth
allowed for phones to use the slower data speeds available. The rise of i-mode helped NTT
DoCoMo accumulate an estimated 40 million subscribers by the end of 2001. It was also ranked
first in market capitalization in Japan and second globally. This power would wane in the face of
the rise of 3G and new phones with advanced wireless network capabilities. Outside Japan
smartphones were still rare until the introduction of the Danger Hip top in 2002, which saw
moderate success in the US as the T-Mobile Sidekick. Later, in the mid-2000s, devices based on
Microsoft's Windows Mobile started to gain popularity among business users in the U.S.
The BlackBerry later gained mass adoption in the U.S., and American users popularized the term
"Crack Berry" in 2006 due to its addictive nature. The company first released its GSM
BlackBerry 6210, BlackBerry 6220, and BlackBerry 6230 devices in 2003.
Operating systems
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.[citation needed] In 2003, Motorola launched the first smartphone
to use Linux, the A760 handset. While the initial release was limited to a single high-end handset
only available in the Asia-Pacific region, the maker's intention was to eventually use Linux on
most of its handsets, including the lower-end models. Further models to use Linux such as
the Motorola Ming A1200i in 2005 and several successors to the Ming line would be unveiled
through 2010. In late 2009, Motorola released the Motorola Cliq, the first of Motorola's
smartphones to run the Linux-based Android operating system.
In early 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 touch screen for direct finger input
as its main means of interaction, instead of a stylus, keyboard, or keypad typical for smartphones
at the time. In October 2008, the first phone to use Android called the HTC Dream (also known
as the T-Mobile G1) was released. 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 in early 2012 dominated the smartphone
market share worldwide, which continues to this day.
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 Microsoft
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

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LG smart TVs. BlackBerry Limited, formerly known as Research in Motion, also made a new
platform based on QNX, BlackBerry 10. The capacitive touch screen also changed
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.
2010s technological developments
In 2013, the Fairphone 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, QSAlpha 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. Samsung phones with more bends and folds in the screens were
expected in 2014. In 2013, water and dustproofing have made their way into mainstream high
end smartphones including Sony Xperia Z, Sony Xperia Z3 and Samsung Galaxy S5. Previously,
this feature was confined to special ruggedized phones designed for outdoor use.
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. In 2014, Wi-Fi networks were used a lot for
smartphones. As Wi-Fi became more prevalent and easier to connect to, it was predicted that Wi-
Fi phone services will start to take off. In 2014, LG introduced lasers on the LG G3 to help
camera focus.In 2014; some smartphones had such good digital cameras that they could 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. By 2015, smartphones were
increasingly integrated with everyday uses. For instance, credit cards, mobile payments,
and mobile banking were integrated into smartphone applications and Software as a Service
(SaaS) platforms. Additionally, recent technological innovations are causing the role of
traditional keys to be fused into the smartphones, because a smartphone can act as a digital key

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and access badge for its users. In October 2015, Microsoft announced Windows Continuum, a
feature that allows users to connect their devices to an external monitor via Microsoft Continuum
Display Dock. HP adds a layer to the Continuum with their HP Workplace which enables user to
run a Win32 app by a virtualized server. The first modular smartphone available to the public
was the Fairphone 2, which was released in December 2015. Unlike most smartphones, users can
remove and replace parts on this phone.
Future possible developments.
Foldable OLED smartphones have been anticipated for years but have failed to materialize
because of the relatively high failure rate when producing these screens. As well, creating a
battery that can be folded is another hurdle.
Mobile Operating Systems
Android:-
Android is a mobile operating system developed by Google Inc., and backed by an industry
consortium known as the OpenHandsetAlliance. It is an opensource platform with
optional proprietary components, including a suite of flagship software for Google services, and the
application and content storefront Google Play.Android was officially introduced via the release
of its inaugural device, the HTC Dream (T-Mobile G1) on 20 October 2008. As an open source
product, Android has also been the subject of third-party development. Development groups
have used the Android source code to develop and distribute their own modified versions of the
operating system, such as CyanogenMod, to add features to the OS and provide newer versions of
Android to devices that no longer receive official updates from their vendor. Forked versions of
Android have also been adopted by other vendors, such as Amazon.com, who used its "Fire OS" on
a range of tabletsand the Fire Phone.As it is a non-proprietary platform that has shipped on
devices covering a wide range of market segments, Android has seen significant
adoption. Gartner Research estimated that 325 million Android smartphones were sold during the
fourth quarter of 2015, leading all other platforms. SamsungElectronics, who produces Android
devices, was also the top smartphone vendor across all platforms in the same period of time
iOS:-
iOS(formerly iPhone OS) is a proprietary mobile operating system developed by Apple
Inc. primarily for its iPhone product line. The iPhone was first unveiled in January 2007. The
device introduced numerous design concepts that have been adopted by modern smartphone
platforms, such as the use of multi-touchgestures for navigation, eschewing physical controls
such as physical keyboards in favor of those rendered by the operating system itself on its
touchscreen (including the keyboard), and the use of skeumorphism—making features and
controls within the user interface resemble real-world objects and concepts in order to improve
their usability. In 2008, Apple introduced the AppStore, a centralized storefront for purchasing
new software for iPhone devices

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Windows Phone:-
Windows Phone is a series of proprietary smartphone operating systems developed by Microsoft.
Its original release, WindowsPhone 7, was a revamped version of the previous, WindowsCE-
based WindowsMobile platform; however, it was incompatible with the legacy
platform. Windows Phone's user interface was designed to contrast with its competitors, utilizing
a design language codenamed "Metro" which de-emphasized iconography and skeuomorphism in
favor of flat, text-based designs. The platform also featured concepts such as "live tiles" on its
home screen that can display dynamic content, and "Hubs"—which aggregate content from
various sources and services (such as a user's local contacts, in combination with connected social
networkingservices) into unified displays. Windows Phone also integrated with other Microsoft
brands and platforms, including Bing,SkyDrive, and Xbox.MicrosoftOffice Mobile apps were also
bundled with the operating system
BlackBerry:-
In 1999, RIMreleased 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 were
around 46 million active BlackBerry service subscribers. Most recently, RIM has undergone a
platform transition, changing its name to BlackBerry and making new devices on a new platform
named "BlackBerry 10" and in November 2015 released an Android smartphone, the BlackBerry
Priv.
Sailfish OS:-
The Sailfish OS is based on the Linux kernel and Mer. Additionally Sailfish OS includes a partially
or completely proprietary multi-tasking userinterface programmed by Jolla. This user interface
differentiates Jolla smartphones from others. Sailfish OS is intended to be a system made by
many of the MeeGo team, which left Nokia to form Jolla, utilizing funding from Nokia's
"Bridge" program which helps establish and support start-up companies formed by ex-Nokia
employees
Tizen:-
Tizen is a Linux-based operatingsystem for devices, including smartphones, tablets,in-vehicle
infotainment(IVI) devices, smart TVs, laptopsand smart cameras. Tizen is a project within
the Linux Foundation and is governed by a Technical Steering Group (TSG) composed of
Samsung and Intel among others. In April 2014, Samsung released the Samsung Gear 2 and the
Gear 2 Neo, running Tizen. The SamsungZ1 is the first smartphone produced by Samsung that
runs Tizen; it was released in the Indianmarket on January 14, 2015

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Ubuntu Touch:-
Ubuntu Touch (also known as Ubuntu Phone) is a mobile version of the Ubuntuoperating
systemdeveloped by Canonical UK Ltd and Ubuntu Community. It is designed primarily for
touchscreen mobile devices such as smartphones and tablet computers.
Impact of Smartphones on Indian market
“A 10% increase in mobile and broadband penetration increases the per capita GDP by 0.81%
and 1.38% respectively in the developing countries.”- World Bank.
Smartphone has created new dimensions for business in Indian market. It is not only the
Smartphone sellers enjoying the business but it also created a new area for mobile application
developing companies in India, Internet services provider and other sectors of life to utilize the
Smartphone to gain competitive advantages. There has been an extreme growth in broadband and
Internet service providers business in past few years and one of the main reasons for this drastic
increase in their business is the ever increasing use of Smartphone‘s and growth of Smartphone
and mobile applications. In a very small duration a huge number of Smartphone have been sold
that provided an opportunity to businesses to invest in mobile application development and
allowed to introduce new business dimensions in market space. As it is easy to change settings
and make customizations on Smartphone, therefore there are several programs for Smartphone‘s
from different sellers including Blackberry, Android, iPhone and Microsoft etc. Mobile
Application Market is another business sector introduced by Smartphone‘s. Different mobile
operating system vendors have their own mobile application technology hence having a different
market for Mobile Applications. Smartphone‘s also impacted advertising business sector as well.
Advertising is an old concept but the features of Smartphone have made it more effective and no
doubt it is an additional positive impact of mobile application for business. Mobile application
publisher, distributor and service provider are getting large revenue by providing ads as a part of
mobile application. There are some negative impacts of smartphones. The major impact of
Smartphone is on PC market. According to a survey by Compete, a web analytics firm, a large
number of people almost up to 65% are using their smart phones to read news feeds, post status
updates, read & reply to messages and post photos. This shows that now people are leaving PCs
and moving towards Smartphone‘s. Studies have investigated the demographic characteristics of
smartphone users which are Males 53%. They are more likely to have a smartphone than females
which is only 47% 13 (Entner, 2010). The smartphone user tends to be younger than the general
cell phone audience. Smartphone features like, text to speech, GPS and social Websites are
helping people to easily remain integrated with society. Using these services and many more
features, People can easily communicate to their needs, seek assistance from others and remain
connected to society.

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LITERATURE REVIEW
 A Study on Consumer Preferences on Various Smart Phone Apps among Users in Kochi
- Dr. Mercy Varghese, Associate Professor, Department of Commerce St.Xavier’s
College for Women, Aluva
 Project report on “customer satisfaction in using smart phone” - Dr. Chetan Sriwastava,
Faculty Member, School of Management Studies, University of Hyderabad.
 Project report on “Consumer perception towards branded smartphones”- Mr. Surjit
Kumar Kar Assistant Professor Marketing & Strategy, IBS Hyderabad IFHE University,
Hyderabad.
 PROJECT REPORT ON BRAND PREFERENCE OF MOBILE PHONES WITH
SPECIAL REFERENCE TO MOTOROLA PHONES - Dr Ashita Sharma, Associate
Professor, Ansal Institute Of Technology,Gurgaon.

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CHAPTER – III
ANALYSIS
AND
INTERPRETATION

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Data Analysis
This chapter is data analysis, in this chapter the data collected through questionnaires was
analysed. As the primary research method was survey, Questionnaires was distributed among
people via email, Google forms, whatsapp and Facebook. SPSS was used to process the data
using various graph, chat and statistics to illustrate the finding. This chapter will first show the
sample and analyse the targeted sample. Then according to research objectives the finding was
discussed and analysed.
Demographics;-
 Gender
The total targeted sample consisted of 150 people in which 130 of them used smartphone. The
result shows that out of the 150 people 90 were male which is 60% of total targeted population
and 60 were female which 40% of total targeted population sample is. A gender pie chart can
be found in Appendix
FREQUENCY PERCENT
MALE 90 60.0
FEMALE 60 40.0
TOTAL 150 100.0
60%
40%
Gender
male female

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 Age
The total number of respondents was 150 and in that the highest majority of respondents were
of age 22-25 that are 55 respondents which was 36.7% of total. The second highest and third
highest respondents were age 26-30 and 18-21. This can imply that other age groups were
underrepresented in the sample in relation to the Indian population as they make up a
significant percentage of the Indian.
FREQUENCY PERCENT
18-21 40 26.6
22-25 55 36.7
26-30 30 20.0
31-40 15 10.0
41-50 7 4.7
50 and above 3 2.0
TOTAL 150 100.0
26%
37%
20%
10%
5% 2%
Age
18-21 22-25 26-30 31-40 41-50 50

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 Occupation
According to the table the maximum numbers of respondents were students which were 78
which were 52.0% of total sample. This was followed by employees working in private sector
which was 13.3%, 11.4% are self-employed and 10.0% are employed by government. 7.3% and
4.0% are in education and management field respectively. 2.0% works in other various fields.
An occupation pie chat can be found in Appendix.
FREQUENCY PERCENT
Student 78 52.0
Self-employed 17 11.4
Government 15 10.0
Education 11 7.3
Management 6 4.0
Employee 20 13.3
Others 3 2.0
TOTAL 150 100.0
52%
12%
10%
7%
4%
13%
2%
Occupation
Student Self-employed Government Education Management Employee Others

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ANALYSIS AND INTERPRETATION
To identify to what extent evaluation of outcomes and beliefs affect consumer’s attitudes an
intention to purchase in the smartphone market in India.
A set of question was asked to the respondents to understand the consumer’s attitude toward the
smartphone in Indian market. These questions help in understanding consumer attitude toward
smartphone, consumer perception toward their current smartphone, consumer budget for
purchasing a new smartphone, consumer’s frequency of switching a smartphone and consumer
preference of manufacturer as local or international. These questions identify consumer attitude
thus collecting data for the research objective.
 Do you own a smartphone?
This question was to identify that what percentage of people use smartphone. According to the
figure From the sample of 150 people 94% that is 141 people out of 150 use smartphone and
only 9 that is 6.0% does not use smartphone. So it clarifies that the number of smartphone users
has increased in India.

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 What one reason makes you purchase a smartphone?
According to above given data or pie chart it shows that the most prime reason to purchase a
smartphone is for multi tasking it is 36.8% which is 55 persons, 31.6 is for features which is 47
persons, 26.3 is required for work which is 39 persons and least is for status which is 5.3%
This conclude that most of people prefer using smartphone for multi tasking

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 How much are you willing to spend on a mobile phone?
Figure shows that how much they are willing to pay for a Smartphone
This question was asked to identify as how much people are willing to pay to purchase a
smartphone, this question also helps in understanding as which range of smartphone high sales
have. According to the figure 10.0% is willing to pay form Rs. 5001 – Rs. 10000 and 40.0% is
willing to pay from Rs. 10001- Rs. 15000, this range focus on mid-range smartphones in the
Indian market. 10.0% are willing to pay Rs. 15001 to Rs. 20000 and 40.0% are willing to pay
above Rs. 20000 for a smartphone. According to above result it shows that no one wants to pay
below Rs. 5000 for a smartphone which is for the low-end smartphone in the market. Only 40%
are willing to pay for high end smartphone which is in the range of Rs. 20000 above.
This result clarifies that maximum of120 number of people purchase mid-range smartphone and
high range smartphone which cost between Rs. 10001 to Rs. 15000 and above Rs.20000 the sales
of mid-range and high range smartphone have high sales in Indian market.

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 Which brand of smart phone you prefer the most?
Figure showing smartphone brands
This question helps to understand as which company is dominating the Indian smartphone
market and what brand of smartphone consumers prefer as their smartphone. According to the
figure in the survey out of 150 smartphone users 25% purchased Samsung smartphone, 30%
purchased Xiaomi smartphones, 15% purchased Apple smartphones, 10% purchased Lenovo,
10% purchased Onelus one and 5% purchased other brands. The rest 5% are those who do not
use smartphone and did not replied. The result clarifies that Xiaomi has highest number of
consumers in the market. Samsung being Indian brand has 2nd highest number of users in
country.
According to this, it can be justified that Xiaomi has the highest number of consumers in the
market and home grown brands like Samsung is behind Xiaomi in consumer preference.

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 Please tick as your preference for feature you were looking while
buying a smart phone? (1-Least Preferred & Most Preferred)
This question was asked to identify the influence of preference for feature you were looking
while buying a smart phone, as is it an important factor in decision making process or not.
According to the figure:-
According to the screen size - least preferred are 2, somewhat preferred are 5,neutral are
7,preferred 3, and most preferred are 3.According to the processor -least preferred are 1,
somewhat preferred are 4,neutral are 2,preferred 9,and most preferred are 3.According to the
security -least preferred are 1, somewhat preferred are 6,neutral are 3,preferred are 5,and most
preferred are 3.According to the NFC -least preferred are 6, somewhat preferred are 4,neutral are
9,preferred are 0,and most preferred are 0.According to the ram - least preferred are 2, somewhat
preferred are 7,neutral are 0,preferred 3,and most preferred are 8.According to the camera - least
preferred are 2, somewhat preferred are 4,neutral are 1,preferred 7,and most preferred are 5.
From the above study consumer prefers most is the Ram, Processor, second preference is
Security or Camera and Screen size and NFC is neutral.

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 Where did you look for the information before purchasing a smart
phone?
Figure showing smartphone brands
This question helps to understand as where did you look for the information before purchasing a
smart phone. According to the figure in the survey out of 150 smartphone users 75% purchased
smartphone by viewing the internet retailer, reviews and the technology websites, 15%
purchased smartphones by looking in other information, 10% purchased smartphones by looking
or seeing the television and newspaper and no rating for store promo display which means that
the consumers are no more interested in looking for in store promo display because there are
many other information easily available to them.
The result clarifies that internet retailer, reviews and technology websites has highest number of
consumers in Indian market.

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 Which method of buying will you use for future purchase?
Figure showing method of buying will you use for future purchase
This question was asked to identify as how much people are choose which method of buying will
you use for future purchase from the above figure 60% of persons chooses to switch over to
other brand which means that the consumers will not buy those brand of smartphone which they
have used. And 40% of persons are willing to buy the same brand will be maintained intact.

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 If in case you will buy a smart phone in future you will go for
which brand?
Figure showing different type of smartphone brands
This question helps to understand as which company is dominating the Indian smartphone
market and if in case you will buy a smart phone in future you will go for which brand.
According to the figure in the survey out of 150 smartphone users 25% purchased Samsung
smartphone, 10% purchased Xiaomi smartphones, 40% purchased Apple smartphones, 10%
purchased Lenovo, 25% purchased Onelus one and 5% purchased other brands. The rest 5% are
those who do not use smartphone and did not replied. The result clarifies that Apple has highest
number of consumers in the market. Samsung is 2nd highest number of users in country.
According to this, it can be justified that Apple has the highest number of consumers in the
market who will buy a smart phone in future and home grown brands like Samsung is behind
Apple in consumer preference.

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 Which type of advertising do you feel is most effective for smart
phone?
This question helps to understand as which type of advertising do you feel is most effective for
smart phone. According to the figure in the survey out of 150 smartphone users 45% purchased
smartphone by viewing the internet websites, 25% purchased smartphones by looking in
television, 20% purchased smartphones by looking or seeing the newspaper, 5% rating for store
hoardings and magazine and there is no rating for metro trains which means that the consumers
are not interested in looking for in metro trains display because there are many other information
easily available to them.
The result clarifies that internet websites has highest number of consumers in Indian market who
look in to internet websites before purchasing the smartphone.

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 How often you change your mobile phone model?
From the above study it will shows that how often you change your mobile phone model.
According the rating 45% of persons will change the mobile phone model more than 2 years,
45% of people are also who change the mobile phone model from 1 year to 2 year and rest 10%
of people are those who change the mobile phone model less than 1 year.
This result clarifies that there are highest number of people who choose to change the mobile
phone model less than 1 year or more than 2 year.

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 Prime reason to change your current mobile phone? (You can
tick more than one option)
According to the given information above it shows that, what is the prime reason to change your
current mobile phone? From the above study or responses 30% of people change their current
mobile phone due to lack of function, 25% of people due to obsolete model, 20% were due to
broken or stolen, 15% were due to no reason and rest of 10% of people were change their current
mobile phone due to out of fashion.
From the above it can be concluded that most of the people are those who change their current
mobile phone due to lack of function in the smartphone 30% which is 45.

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 How important do you think are each of the following factors
when you personally choose mobile phone?
According to above first bar graph it shows that the majority thinks price is very important factor
when personally choose mobile phone
From second bar graph it conclude that the brand image is somewhat important
From third bar graph it conclude that the function is very important
From fourth bar graph it conclude that the advertisement is also somewhat important
From fifth bar graph it conclude that the quality is also very important
From sixth bar graph it conclude that the after sale service is also very important
From seventh bar graph it conclude that the recommendation by friends is both somewhat
important or neutral
From eighth bar graph it conclude that the appearance is also very important.

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 A stylish design of smart phone can attract me.
This question helps to understand as stylish design of smart phone can attract me.
According from the above study 60% of people are there who agree that a stylish design of
smartphone can attract me, 15% of people strongly agree that a stylish design of smartphone can
attract me, 15% of people are also there who thinks that a stylish design of smartphone can
attract them neutral and rest other 5% of people both strongly disagree and disagree.
From the above it can be concluded that highest people who agree that a stylish design of
smartphone can attract me are 90 people.

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 The emergence of smart phones has changed the way we
communicate with one another.
Smartphones have a major impact on our social life. Who would have imagined that a family
within the same house would communicate by sending messages on their mobile devices instead
of talking face to face? It doesn’t sound so bad, however, if you look at it from the point of view
that this also allows that family to be connected in real time, all the time, even when not at the
same location. According the given data its state that 55% of people strongly agree to the
emergence of smart phones has changed the way we communicate with one another, 25% of
people state that agree to this, there are 15% of people who give neutral to this statement and rest
of 5% which is 7.

34. 34
 Purchasing of smart phone is beneficial for my daily life.
According to the above pie chart it shows that the how purchasing of smart phone is beneficial
for their daily life 50% of people strongly agree to this statement, 35% of people only agree and
rest 15% of people is neutral.
We conclude that 50% which is 75 people strongly agree to purchasing of smart phone is
beneficial for their daily life.

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 This section is seeking your opinion regarding Relative Advantage of
smart phone. For each statement, please indicate to which extent you
feel it is agreeable or disagreeable.
According to above first bar graph it can be concluded that majority strongly agree that
smartphone are more convenient, reliable and useful than normal mobile phones.
From second bar graph it can be concluded that majority agree that Smartphone are more
fashionable, stylish and trendy.
From third bar graph it can be concluded that majority strongly agree that smartphone bigger
screen and full keyboard make different functions easier to use.

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CHAPTER IV
CONCLUSION AND RECOMMENDATION

37. 37
CONCLUSION
In this modern era, a Smartphone is just not only the want but also a need if you know how to
make proper use of it. All the maximum respondents mentioned Smartphone as their need.
Obviously, Smartphone have changed the ways that we used to live, communicate and connect
with people all over the world. With it, you can surf internet with just a touch in a smartphone,
whether to read the breaking news, or compare the prices or features of a products while
shopping, booking the travel tickets, connecting to social network or keep track of your parcels
delivered wherever you are and so on. Smartphone features like, text to speech; GPS and social
integration are some examples, which can helps group of people to easily remain integrated with
society.
All the respondents agreed that Smartphone is really essential to make their daily life easier.
Indeed Smartphone have made people smarter by organizing their lives with a single device and
providing access to the world wide information at the fingertips. It doesn’t only organize daily
life by putting calendars, to do list and shopping list at one place but also helps people connected
from all over the world by integrating contacts, emails, social networking, messaging and even
video chats. It has made lives easier for everyone. One can use it for education purpose, job
related tasks, information search or entertainment purposes. That is the main reason that
everyone carries a Smartphone nowadays.

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RECOMMENDATION
 The mobile company needs to improve its variety of products by making more premium
products
 The mobile company needs to check the quality of services provided in order to increase
loyalty
 The mobile company needs to improve its overall shopping experience and usage in order
to maximize customer satisfaction
 The mobile company needs to check the competitors products too
 The mobile company needs to devise new marketing strategies in order to remain leader
of the market

39. 39
BIBLOGRAPHY
1) www.wikipedia.org
2) -http://www.slideshare.net/blogzilla/software-legal-issues-presentation
3) -http://www8.hp.com/us/en/hp-information/index.html
4) www.google.com
5) -http://www3.cfo.com/article/2012/5/tech_small-business-reduce-technology-costs
6) https://docs.google.com/forms/d/1bCcbCj_eoCKh-
CztV2WukYfejht8PAB2LCR831zvXQI/edit#responses
7) https://www.scribd.com/doc/37762753/Project-report
8) http://my3q.com/research/kc1724/83643.phtml

40. 40
ANNEXURE
Questionnaire
Consumer perception towards Smartphone
Name
Mobile
Q1. Demographics:-
 Gender : _______________
 Age : _______________
 Education level : _______________
Q2. Do you own a smart phone?
1) YES
2) NO
Q3. What one reason makes you purchase a smart phone?
1) Required for work
2) Features
3) Status
4) Multi Tasking
Q4. How much are you willing to spend on a mobile phone?
1) Below 5000
2) 5001- 10000
3)10001 - 15000
4)15001 - 20000
5) Above 20000

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Q5. Which brand of smart phone you prefer the most?
1) Apple
2) Samsung
3) Lenovo
4) Xiaomi
5) Other
Q6. Please tick as your preference for feature you were looking while buying a smart phone?
(1-Least Preferred & Most Preferred)
Least
Preferred
Somewhat
Preferred
Neutral Preferred Most
Preferred
Feature
Screen size
Processor
Security
NFC
RAM
Camera
Q7. Where did you look for the information before purchasing a smart phone?
1) In store promo display
2) Internet retailer/ reviews / technology websites
3) Television/ newspaper
4) Word of mouth
5) Other
Q8. Tick the appropriate option:
(A) Which method of buying will you use for future purchase?
1) Same brand will be maintained intact
2) Switch over to other brand

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(B) If in case you will buy a smart phone in future you will go for which brand?
1) Apple
2) Samsung
3) Lenovo
4) Xiaomi
5) Oneplus
6) Asus
8) Any other
Q9. Which type of advertising do you feel is most effective for smart phone?
1) Television
2) Newspaper
3) Magazine
4) Internet Websites
5) Metro Trains
6) Hoardings
Q10.How often you change your mobile phone model?
1) Less than 1yr
2) 1Yr - 2Yr
3) More than 2 Yr
Q11. Prime reason to change your current mobile phone? (You can tick more than one option)
1) Broken or Stolen
2) Lack of function
3) Out of fashion
4) Obsolete Model
5) No reason

43. 43
Q12. How important do you think are each of the following factors when you personally choose
mobile phone?
Very
important
Somewhat
important
Neutral Not very
important
Not at all
important
Price
Brand image
Function
Advertisement
Quality
After Sale Service
Recommendation by
friends
Appearance
Q13. A stylish design of smart phone can attract me.
1) Strongly Disagree
2) Disagree
3) Neutral
4) Agree
5) Strongly Agree
Q14. The emergence of smart phones has changed the way we communicate with one another.
A) Strongly Agree
B) Agree
C) Neutral
D) Disagree
E) Strongly Disagree
Q15. Purchasing of smart phone is beneficial for my daily life.
A) Strongly Disagree
B) Disagree
C) Neutral
D) Agree
E) Strongly Agree

44. 44
Q16. This section is seeking your opinion regarding Relative Advantage of smart phone. For
each statement, please indicate to which extent you feel it is agreeable or disagreeable. Please
Tick “√” on one answer.
No. Description Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
1. Smart phone
are more
convenient,
reliable, and
useful than
normal
mobile phones.
2. Smart phone
are more
fashionable,
stylish, and
trendy.
3. Smart phone
bigger screen
and full
keyboard make
different
functions
easier to use.