This document analyzes the market share of smartphones between Samsung and Apple in India. It finds that currently Samsung has a higher share at 46% compared to Apple's 34%. However, Apple's users tend to be in higher income brackets. The document also finds associations between smartphone brand and factors like age, income, and profession through statistical tests. It concludes that both companies will continue to dominate the market in the future.

1. Business Research:
Members:
Market shares of smartphone
between Samsung and Apple

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Table of contents
Contents
Executive Summary................................................................. 2
Major findings.................................................................................................................... 2
Conclusion ......................................................................................................................... 2
Recommendation.............................................................................................................. 2
Approach to the problem ....................................................... 3
Research design...................................................................... 3
Types of research design................................................................................................... 3
Information needs............................................................................................................. 3
Data collection from primary sources............................................................................... 4
Scaling techniques............................................................................................................. 4
Questionnaire development and pretesting..................................................................... 4
Sampling techniques ......................................................................................................... 4
Fieldwork........................................................................................................................... 4
Data analysis........................................................................... 5
Methodology..................................................................................................................... 5
Plan of data analysis.......................................................................................................... 5
Results .................................................................................... 6
Chi Square- Income and Current Smart Phones...................... 7
Chi Square test: Relationship between Profession and Brand
Name ...................................................................................... 9
Limitations............................................................................ 15
Conclusions........................................................................... 15
Recommendations................................................................ 16
To Samsung: .................................................................................................................... 16
To Apple:.......................................................................................................................... 16

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Executive Summary
Major findings
In this research, we need to find out whether the statement “Apple is the
future of Smartphones” is correct or not. Through the survey, we can find
out the relationship between different brand of smartphone and age group,
that between different brand of smartphone and monthly salary, and the
choice of users and potential users in the future
Conclusion
The interviewees of this survey almost use either Apple or Samsung. The
iPhone users only consider the fashion, but not the durability and price of
the product. And most users with lower monthly salary such as students
choose Samsung’s smartphone more and they are concerned about the
durability, functions and price, which are suitable and acceptable. In the
future, we can predict smartphones of both Apple and Samsung will cover
most of the market share and Apple can keep its customers even they are
short-term users.
Recommendation
For Samsung, it can design models with more attractive functions or
appearance and keep its advantages – lower cost and better durability. So, it
can have more competitive rather than Apple.
For Apple, its users are almost short-term users who are trendy and not
concerned about the durability. Apple can improve itself by controlling the
cost and the durability. It can make more potential users who have lower
budget for buying smartphone to choose iPhone.

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Problem definition
Background to the problem
For the mobile phone market, there are only few companies to service customers.
And for the smartphone market, the leader of the companies is Samsung. But,
with the advent of Apple in the Indian market, a certain section of Samsung
users are shifting away to the I-generation. We base on this problem to make the
research project.
Statement of the problem
Is Apple the future of smartphone market?
Approach to the problem
To address the problem, research is conducted to find out the relationship between
different brand of smartphone and age group, that between different brand of
smartphone and monthly salary, and the choice of users and potential users in the
future. Thus, we can find out whether the problem is consistent or not.
Research design
Types of research design
In this project, exploratory research and descriptive research are used. In order
to show the competitiveness of iPhone, we use exploratory research. Secondary
information will be found via the Internet and the news. Besides, descriptive
research is used because this type of research design can focus on the problem
and help to obtain the findings. Questionnaire is specifically designed to find
the data.
Information needs
Information of users and potential users is needed including age, gender,
occupation, monthly salary, brand and other factors of buying smartphone.

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Data collection from primary sources
From the questionnaire, relationship between different brand of smartphone
and age group, that between different brand of smartphone and annual salary,
and the choice of users and potential users in the future.
Scaling techniques
In the questionnaire, nominal scales, ordinal scales and ratio scales are used.
Questionnaire development and pretesting
First, we focus on the problems concerned in the research. Then, we design
the questionnaire with the criteria and information needed.
After finishing the questionnaire design, sample questionnaire is distributed to
the interviewees selected which is one of each group of occupations.
Sampling techniques
Simple random
The questionnaire is distributed to the interviewees randomly. We have put
the questionnaire in the Internet and selected the interviewees randomly in the
street.
Fieldwork
The interview has conducted for a week. We conduct the research via online
survey and face-to-face interview. We conduct the research from 25th
December to 10th
January. We collected the survey results online via
Surveymonkey.

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Data analysis
Methodology
 Questionnaire
The questionnaire was hosted in Surveymonkey and was made available
to the general crowd who usually use smartphones.
The link was shared via social media (Facebook), personal mailing, and
mobile messenger (Whatsapp).
Plan of data analysis
 Chi-Square Test
We use it to compare the group of people such as age, occupation or
income with their smartphone. Such as we want to know the association
of smartphones selection with the above mentioned variables.
 Excel
We use Excel to save our questionnaire data and correct the data for the
SPSS system. Also we use it to plot some graph such as pie chart.
 Linear
We use the data to plot a linear graph to show that the growing trend of
those companies in the market.

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Results
We are analyzing the competition between Apple and Samsung within the smartphone
market and the factors by carrying out different statistics tests. SPSS is used to carry
out the tests in this analysis.
Below are the data of distribution of different brands of smartphones using by the
interviewees.
Brands of smart phone used by interviewees
*Others include HTC, Nokia, Sony, LG and Motorola
Source: Result from the interview
Among the smartphone users, 20% of them are using brands besides Apple and
Samsung. Those brands include HTC, Nokia, Sony, LG and Motorola. For the
comparison between Apple and Samsung, 34% of the interviewees are using the
former and 46% of them are using the latter.
Therefore, it can be concluded that Samsung has a higher market share than Apple in
India.
Samsung
46%
Apple
34%
Others
20%
Current Market Share (Primary
Source) Brands Quantity
Apple 33
Samsung 34
Others* 20
Total 100

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We then investigate the relationship between the annual income of the interviewees
and the brands of smartphone they use.
Chi Square- Income and Current Smart Phones
Ho: “the smartphone of brand name” are independent of differences in “annual
income of users”
HA: “the smartphone of brand name” are not independent of differences in “annual
income of users”
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Income * Current
Smartphone
100 100.0% 0 0.0% 100 100.0%
Income * Current Smartphone Cross tabulation
Count
Current Smartphone Total
Samsung Apple Others
Income
<150000 16 0 14 30
150001-300000 27 7 6 40
>750000 3 27 0 30
Total 46 34 20 100
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 71.063a
4 .000
Likelihood Ratio 79.826 4 .000
Linear-by-Linear
Association
.468 1 .494
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 6.00.
According to the Chi-Square test, it has independence of the relationship

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between the monthly incomes of users and the brand of smartphones status finds a
statistically significant relationship between variables. From this table, SPSS shows
the result that “0 cells (.0%) have expected count less than 5 and the minimum
expected count is 6.00”. In the other words, this sample size requirement for the chi-
square test of independence is satisfied.
From this chi-square test, it shows that the probability of the chi-square test
statistic (chi-square= 71.063) is p=0.000, less than the alpha level of significance of
0.05. The null hypothesis that differences in “the smartphone of brand name” are
independent of differences in “monthly income of users” is rejected.
The research hypothesis that there is the significant proportional differences in
“the smartphone of brand name” and “monthly income of users” which is supported
by analysis of Chi-square test (p < 0.05).
From this chart we can conclude that Apple is being used only by the people having
an annual salary of INR 150000-300000 and above. Majority of Apple users are in the
Income Category of > INR 750000 annually.
In this regard the prices of Samsung are quite affordable. We see people in almost
every income category using Samsung phones. This implies the diversity of choices
provided by the company. Samsung has a major market in the ‘150000-300000’
category and also traces in other categories.

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Chi Square test: Relationship between Profession and Brand Name
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Profession *
Current_Smartphone
100 100.0% 0 0.0% 100 100.0%
Profession * Current_Smartphone Crosstabulation
Count
Current_Smartphone Total
Samsung Apple Others
Profession
Student 39 7 14 60
Self Employed/Professional 6 8 6 20
Entrepreneur 1 9 0 10
Service 0 10 0 10
Total 46 34 20 100
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 49.621a
6 .000
Likelihood Ratio 54.692 6 .000
Linear-by-Linear
Association
4.342 1 .037
N of Valid Cases 100
a. 7 cells (58.3%) have expected count less than 5. The minimum
expected count is 2.00.
From this chi-square test, it shows that the probability of the chi-square test
statistic (chi-square= 49.621) is p=0.000, less than the alpha level of significance of
Ho: “the smartphone of brand name” are independent of differences in
“profession/occupation”
HA: “the smartphone of brand name” are not independent of differences in
“profession and occupation”

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0.05. The null hypothesis that differences in “the smartphone of brand name” are
independent of differences in “profession or occupation” is rejected.
The research hypothesis that there is the significant proportional differences in
“the smartphone of brand name” and “profession or occupation” of the users which is
supported by analysis of Chi-square test (p < 0.05).
Relationship between Profession and Selection of Smart Phones

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FUTURE SELECTION
For the market share of brands of smartphones in future, we investigate the future
choice of smartphones of the interviewees.

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PRICE DEPENDENCY
Age * Suitable_Price
Crosstab
Count
Suitable_Price Total
10001-20000 20001-30000 >30000
Age
20-30 30 20 30 80
30-40 0 0 10 10
40-50 0 0 10 10
Total 30 20 50 100
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 25.000a
4 .000
Likelihood Ratio 32.779 4 .000
Linear-by-Linear Association 18.300 1 .000
N of Valid Cases 100
a. 4 cells (44.4%) have expected count less than 5. The minimum expected
count is 2.00.

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Income * Suitable_Price
Crosstab
Count
Suitable_Price Total
10001-20000 20001-30000 >30000
Income
<150000 20 10 0 30
150001-300000 10 10 20 40
>750000 0 0 30 30
Total 30 20 50 100
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 61.944a
4 .000
Likelihood Ratio 84.562 4 .000
Linear-by-Linear Association 47.388 1 .000
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 6.00.

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GENDER DEPENDENCY
Projected Market Share
Considering the responses by the interviewees and other factors remaining unchanged,
the projected market share in Smartphone category of India would be dominated by
Apple with a large margin over the current leader, Samsung.

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Limitations
Data collection
Panel of questionnaire
In this project, the respondents are focused on the Metropolitan people group. It
just shows the market share of smartphone between Samsung and Apple in
India, because all of the respondents are Indians. For this reason, it just shows
the Cantonese to buy the smartphone preference in different brand. But Apple
and Samsung are the international companies. There are many of the
international market. From the part of international market, this survey is not
generality.
Small Sample Size
If the survey shows the entire market share in India between Samsung and
Apple, the sample may not have persuasiveness. Because 100 sample sizes are
quite small, the population is over the million people in the smartphone market.
But we just have the limited material resource; this survey might not be accurate
when the whole population is taken into consideration.
Conclusions

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Recommendations
To Samsung:
To compete with Apple, Samsung should focus on increasing its value proposition in
the smart phone market. Samsung could develop new products having stylish and
modern design, in order to attract buyers who expect stylish, trendy and fashionable
smart phones.
On the other hand, Samsung should keep on producing the existing models of smart
phones which are relatively less costly to tap the Middle class and Lower Upper class
of population. A strong focus on R&D and taking advantage of being the first mover
in launching
.
As a result, the market share of Samsung would increase and has more strength in the
competition with Apple.
To Apple:
From the results of the statistics tests, many Apple’s users are trendy and some of
them are short-term users. In order to keep these customers, Apple should always
produce new products to avoid losing them.
Besides the results reveal that there is a relationship between age groups of the
interviewees and the reasonable prices they think. The lower age the lower reasonable
price of a smart phone they think. Apple could attract young buyers by lowering its
price. For instance, Apple can produce new smart phones with lower cost and hence
to lower the price. As a result, Apple could increase its market share, even attract the
users of different brands of smart phone.

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