final project sourabh

7/31/2019 Final Project Sourabh

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A FIELD REPORT

ON

STUDY OF BUYING BEHAVIOUR AMONGST

STUDENT TOWARDS SMARTPHONE & TABLET PC

SUBMITTED

TO

MATRIX BUSINESS SCHOOL

BY

SOURABH SEHGAL

MMM SEMESTER-II

THE FULLFILMENT OF MASTER OF MARKETING MANAGEMENT COURSE OF

UNIVERSITY OF PUNE

MATRIX BUSINESS SCHOOL PUNE-41


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MATRIX BUSINESS SCHOOL PUNE-41

CERTIFICATE

This is to certify that the Project titled Field Work is a Bonafide work carried

out by Mr. SOURABH SEHGAL student of MASTER OF MARKETING

MANAGEMENT Semester -II of MATRIX BUSINESS SCHOOL, PUNE under

University of Pune, in the Year 2011-2013.

Director Internal Guide

DR.J.N.POL Prof. Ganesh.P.Datere

(..) ()


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DECLRATION

I SOURABH SEHGAL student of the Master of Marketing Management hereby

declare that all information, facts and figures in this report are based on my

own findings and experience in the Pune city. I also hereby declare that all the

facts, figures and information given in this report is absolutely correct.

This information has been used for purely academic purpose.

SOURABH SEHGAL

MMM SEMESTER-II


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Acknowledgement:

We take this opportunity to express our gratitude towards those who played animportant role in shaping our career and enabled us to reach this stage.

Our sincere thanks to our guide and professor for his undaunted and esteemed

guidance which helped us to work earnestly to complete our project

successfully.

We would also like to express our thanks to Matrix Business School and

especially our Director Dr. J.N.POL and our professor Mr. Ganesh.P.Datere for

their immense support to help us achieve our goal.

Finally we remain thankful to all those, who have contributed directly or

indirectly towards the completion of our project.


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Table of contents :

Title Page no

1) Abstract 06

2) Introduction 07

3) Literature Review 13

4) Objectives of study 17

5) Research Methodology 18

a) Sampling Design 22

6) Data Analysis 23

7) Findings 40

8) Suggestion 41

9) Limitation 42

10) Conclusion 43

11) Annexure 44

12) Biblography 47


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Abstract

The prime objective of the research is to understand the buying behaviour of student while

buying smart phone & tablet pc in Pune. The study concludes that the smart phone & tablet

pc users of age group of 18-26 years are less price sensitive than consumers of other groups;

rather they consider physical appearance, brand, value added features, and core

technical features more important than users of any other age groups. The difference was

highest for the brand closely followed by core technical features of the handset. Gender

differences have also existed for these factors. Smart phone markets are one of the most

turbulent market environments today due to increased competition and change. Thus, it is of

growing concern to look at student buying decision process and cast light on the factors that

finally determine student choices between different smart phone & Tabletpc brands. On this

basis, this research deals with student choice criteria in smart phone & Tablet pc market. It is

found that although the choice of a smart phone & tablet pc is a subjective choice situation,

there are some general factors that seem to guide the choices; price, brand, interface, and

properties are the most influential factors affecting the actual choice between brands.


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INTRODUCTION

EVOLUTION OF TABLETPC:

A tablet computer, or a tablet, is a mobile computer larger than a mobile phone

or personal digital assistant, integrated into a flat touch screen and primarily operated by

touching the screen rather than using a physical keyboard. It often uses an onscreen virtual

keyboard, a passive stylus pen, or a digital pen.

The term may also apply to a variety of form factors that differ in position of the

screen with respect to a keyboard. The standard form is called slate, which does not have an

integrated keyboard but may be connected to one with a wireless link or a USB

port. Convertible notebook computers have an integrated keyboard that can be hidden by

a swivel joint or slide joint, exposing only the screen for touch operation. Hybrids have a

detachable keyboard so that the touch screen can be used as a stand-alone

tablet.Booklets include two touch screens, and can be used as a notebook by displaying a

virtual keyboard in one of them.

Early examples of the information tabletconcept originated in the 19th and 20th

centuries mainly as prototypes and concept ideas. First commercial portable electronic

devices based on the concept appeared at the end of the 20th century. During the 2000s

Microsoft attempted a relatively unsuccessful product line with Microsoft Tablet PC, which

carved a niche market at hospitals and outdoor businesses. In 2010 Apple released the

iPad based on the technology developed in parallel with their previous iPhone, and reached

worldwide commercial success.

EVOLUTION OF SMARTPHONES

The evolution ofsmart phones follows the phones. In general, all models take pictures and

read music files and video, although the quality is not always optimal. Most devices already

have Wi-Fi function, which allows access to the Net via wireless home networks or hotspots.

One of the latest innovations is the integration in smart phones, a GPS antenna. To be a

complete navigation system, it needs a browser, maps and car kit, still not widespread.

India is the worlds 12th largest consumer market. It is projected that by 2025, it will

be ahead of Germany and will become the fifth largest economy of the world. There is an

explosive growth in almost all the areas of consumer goods and services. Communication that

accounts for 2 percent of consumers spending today will be one of the fastest expandingcategories with growth of about 13 percent (McKinsey, 2007).
http://en.wikipedia.org/wiki/IPadhttp://en.wikipedia.org/wiki/IPhonehttp://marklaro.hubpages.com/hub/HTC-Touch-Diamond2http://marklaro.hubpages.com/hub/The-BlackBerry-Curve-8900http://marklaro.hubpages.com/hub/The-BlackBerry-Curve-8900http://marklaro.hubpages.com/hub/HTC-Touch-Diamond2http://en.wikipedia.org/wiki/IPhonehttp://en.wikipedia.org/wiki/IPad


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Mobile telecommunication industry has shown a tremendous growth over the last few

years and at present there are about twenty crore (1 crore = 10 million) subscribers of the

mobile telecom services in the country. The market for the mobile handset is also growing

with the growing demand for mobile telecom services. This demand will continue to grow in

future also. India at present is the second largest market for mobile handsets (Indian Brand

Equity Foundation, 2005). The growth in this sector has been improved due to liberalization

of telecommunication laws and policies. The consumers of both rural and urban areas, from

college - going students to mature elders, of almost all income groups have started using

mobile telecom services. The growth is fastest in mobile services as compared to fixed lines

where it is modest (The World Fact book, 2008). Some of the consumers particularly college

- going students have to rely on their parents for the buying of products lik mobile handset

and automobile.

DIFFERENT FORMS OF TABLET PC:

Slate:

Slate computers, which resemble writing slates, are tablet computers without a

dedicated keyboard. For text input, users rely on handwriting recognition via an active

digitizer, touching an on-screen keyboard using fingertips or a stylus, or using an external

keyboard that can usually be attached via a wireless or USB connection.

Booklet:

Booklet computers are dual-touch screen tablet computers that fold like a book.

Typical booklet computers are equipped with multi-touch screens and pen writing recognition

capabilities. They are designed to be used as digital day planners, Internet surfing devices,

project planners, music players, and displays for video, live TV, and e-reading.

Convertible:

Convertible notebooks have a base body with an attached keyboard. They more

closely resemble modern laptops, and are usually heavier and larger than slates.

Typically, the base of a convertible attaches to the display at a single joint called a swivel

hinge or rotating hinge. The joint allows the screen to rotate through 180 and fold down on

top of the keyboard to provide a flat writing surface. This design, although the most common,

creates a physical point of weakness on the notebook.


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DIFFERENT BRAND NAMES FOR SMART PHONE/TABLET PC:

SMARTPHONE BRANDS TABLETPC BRANDS

SAMSUNG APPLE

NOKIA SAMSUNG

APPLE BLACKBERRY

BLACK BERRY AKASH

SONY HP

LG DELL

HTC SONY

SPICE ACER

COMPAQ

HTC


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Factor affecting smart phone and Tablet pc:

Factor affecting smart

phone,Tabletpc.

Price

Size

Brand

Operating system

Reason to change mobilephone to smart phone

,Tablet c.

Technical problems.

New features

Innovators status


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Future growth:

Smartphone:

worldwide handset shipment are expected to grow at CAGR of 6% during theperiod of 2010-2015,worldwide smart-phone shipment will record a growth rate over 3 times

larger.

Despite the worldwide economic slowdown the smart-phone market registered a

modest growth rate of 16.4 % during 2008-09. In 2010 smart-phone shipment grew at an

impressive rate and the growth rate driven for the rebound in 2010s total handset shipment.

The worldwide handset market witnessed a growth rate of 12.2% during 2009-10. Primarily

driven by 76.5% growth in smart-phone during the same period. The share is expected to

approach 40% by the end of 2015.

Tablet Pc:

A special report from research firm Gartner suggests that tablets, which are quickly

picking up steam in both consumer and business sectors, are having a profound impact on

people's computing habits and will reshape the way we interact with technology.

Gartner estimates that tablets are still 5 to 10 years away from mainstream acceptance. By

that point, the tablet will likely no longer be a novelty or a technology used by the select few,

but a media device that has become nearly as commonplace as the laptop or desktop PC.

With this growth, tablets will influence other areas of the PC market. For example,

multi-touch interfaces are already creeping into the computer market at large. Within the next

decade, Gartner predicts, multi-touch will become the standard interface for electronic

devices and PCs.

Tablets may also go as far as replacing a number of electronic devices. This is already

occurring among net-book computers, but it could eventually extend to devices used for

gaming, watching video and various work tasks.

Several experts and industry observers note that the tablet's growth means PCs need to

evolve to stay relevant. Developments in portability and productivity are currently underway,

but whether these advances can spark new life into the PC market remains to be seen.
http://shop.lenovo.com/us/products/tablets/http://shop.lenovo.com/us/products/laptops/http://shop.lenovo.com/us/products/desktops/?menu-id=learn&current-catalog-id=12F0696583E04D86B9B79B0FEC01C087&current-category-id=440512051F02456085CA73B63EDE0730http://shop.lenovo.com/us/products/laptops/ideapad/s-series/index.htmlhttp://shop.lenovo.com/us/products/laptops/ideapad/s-series/index.htmlhttp://shop.lenovo.com/us/products/desktops/?menu-id=learn&current-catalog-id=12F0696583E04D86B9B79B0FEC01C087&current-category-id=440512051F02456085CA73B63EDE0730http://shop.lenovo.com/us/products/laptops/http://shop.lenovo.com/us/products/tablets/


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Buying behaviour:

There are various factors that affect buying behaviour of students while buying

Smartphone & Tabletpc. Family income is also one of the factors that influence their buying

behaviour. Family having higher income group prefer both Smart-phone & Tablet pc. Family

having lower income group prefer either smart phone or tablet pc. Student are also brand

sensitive and they are highly influence by brand of their choice, apart from that their buying

behaviour varies on different factors like friends that influence their mode of buying

behaviour, information from internet is second most important factor, advertisement and print

media also play an important role while buying Smartphone & Tabletpc. Operating system is

an important factor that influences their buying behaviour. There are other factor also like;

high quality camera, battery backup, internet interface also influence their buying behavior.

Place plays an important role for buying such devices. Company showroom is most preferred

place for youth to buy Smartphone & Tabletpc.

The Buyer Decision Process

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Postpurchase Behavior


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LITERATURE REVIEW

REVIEW 1:-

From marketing perspective, youth buying behavior can be studied through the

classical five-step (needinformation searchevaluation of alternativespurchasepost-

purchase evaluation) problem solving paradigm or through the progression of youth choice

from a product class to brand choice (Dorsch, Grove, and Darden, 2000). The five-step model

is usually suitable for decision making that assumes rational problem solving behavior and, in

most cases, complex decision making. The acquisition of a new smart phone follows this

traditional view of buying process, but is in many situations also affected by symbolic values

related to brands. Youth choice behaviour has some important prevailing conditions that must

be taken into account while studying choice. In the light of the classical problem solving

youth behaviour, consumers engage in information search before making the actual choice.

Youth decision making process is usually guided by already formed preferences for a

particular alternative. This means that youths are likely to make the choice between

alternatives based on limited information search activity (Beatty and Smith, 1987; Moorthy,

Ratchford and Talukdar, 1997) and without detailed evaluation of the other alternatives (Alba

and Hutchinson, 2000; Chernev, 2003; Coupey, Irwin and Payne, 1998; Slovic, 1995). Youth

would eliminate a brand that does not fulfill the standards on one or two of the most

important attributes, even it is positive on all other attributes. We limit our research in this

paper to youth choice that can range from choice oriented referring to a decision on which

alternative to purchase from a set of alternatives, whether or not to purchase, or whether to

purchase now or later to value oriented choice (Shuv and Huber,2000). The latter refers to an

evaluation setting, in which each alternative is evaluated on different value criteria.

Furthermore, youth choice behaviour can either be approached by utilizing different choice

models (see, e.g., Chintagunta, 1999; Bockenholt and Dillon, 2000; Swait and Adamowicz,

2001) or neural networks to model selection decisions (e.g., Papatla, Zahedi and Zekic-Susac,

2002). Papatla et al. (2002) examined empirically brand choice and store choice in regard to

margarine, detergent and tissue. The research found that while neural networks have higher

probability of resulting in a better performance, hybrid models guaranteed equal or better

results than stand alone models. It has also been pointed that many decision strategies used by

youth can change due to person-, context-, and task-specific factors (Dhar, Nowlis and

Sherman, 2000; Swait and Adamowicz, 2001). Therefore, mathematical modeling has its

limitations in regard to the fact that youth tend to utilize different approaches to make

choices. Thereby, researchers should pay more attention to factors like task complexity and


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context in modelling choice behaviour (cf. Swait and Adamowicz, 2001). Moreover, Coupey,

Irwin and Payne (1998) found that the influence of task and context factors might. Limited

information search and evaluation of alternatives led to a situation in which youth choice is

also driven by hedonic considerations (e.g., Dhar and Wertenbroch, 2000). In general, a

common distinction to be made is that while the utilitarian goods usually are primary

instrumental and functional, hedonic goods provide fun, pleasure and excitement. It has been

noted that many choices have both utilitarian and hedonic features (Batra and Ahtola, 1990),

and thus it can also be proposed that the choice between smart phones has both utilitarian

(e.g., communication, time planning) and hedonic (e.g., games, camera) features. The

younger the consumer the more hedonistic features consumers tend to value in mobile phones

(Wilska, 2003). Be greater in situations in which youth has little prior knowledge and

experience. Quite similarly, youth choice can also be approached from the perspective of

conscious and non conscious choice (e.g., Fitzsimons et al., 2002). Quite many choice

situations occur outside of conscious awareness and with limited information search (Kivetz

and Simonson, 2000) and it can be stated that many choices have both conscious and non

conscious motives.


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REVIEW 2:-

Sabnavis (2002) identified three different consumer types of three generations in

India. Traditional consumers of pre-liberalization phase (1960-70s) were, stable, inward

looking and had limited choices. They kept their family needs on the top and their own

personal needs were subordinate to their family needs. They avoided risk. In the transient

phase (1980-

90s), the youth were more risk taking than their predecessors. They had experienced multi-

choices and had a tendency to be better off than their parents. Economically, they had no

fears or concerns. The new millennium youth tends to enjoy life. He has greater self-control,

and looks for personal style and pleasure. Exposures to variety of products and enhancement

of economic status have changed the attitudes of the upper middleclass consumers towards

brands. Indian society being hierarchical in nature is therefore, status conscious (Sahay and

Walsham, 1997). Indians give very high value to brands. In India, a brand is a cue to quality

because the quality of the unbranded products varies widely (Johansson, 1997). According to

study conducted by Maxwell (2001) on testing of homogeneity versus heterogeneity of global

consumption in a cross-cultural price/brand effect model; Indian consumers in comparison to

Americans are tougher for the marketers to sell their products. However he found Indian

consumers more price and less brand conscious.

Technological innovations such as smart phones and tablet pc have attracted the

attention of marketing researchers as regards to their adoption process (Saaksjarvi, 2003).

Rogers (1976) has provided a classification of adopters in terms of innovators, early adopters,

early majority, late majority and laggards. But now youths are also looking into the

compatibility of the new products to their self-image and life style (Saaksjarvi, 2003). Funk

and Ndubisi (2006) observed a considerable association between colour and the choice of an

automobile. The study further identifies the gender moderation on the relationship between

different colour dimensions and the product choice. According to Barak and Gould (1985),

younger consumers are greater fond of fashionable/stylish products than older ones. Young

consumers are normally more willing to try new products and they are interested in asking

more information than older ones. It makes them self-confident and that is why they are more

likely to be opinion leaders and less hesitant in brand switching. But one should not ignore

the older consumers also. The studies have revealed that the older consumers are wealthy,

innovative and they also have a tendency to be the part of a typical consumption system

(Szmigin and Carrigan, 2001). They can be a prime market for the luxury products. However

they give more preference to comfort or convenience than any other feature of the product. It


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also needs to be recognized that most older people accept and enjoy their life stage, and are as

willing to spend their money as any other generation, but only if the product and the message

are relevant (Carrigan and Szimigin, 1999). On the other hand, the youth, which is more

informed, pragmatic, opportunistic, demanding and restless, will always seek excitement in

products and services (Sharma, 2004). It is normally perceived that young buyers try new

products, seek greater information and are more self-confident in decision-making. Elderly

consumers are selectively innovative and they accept only those innovations that provide

exclusive benefits (Nam et al, 2007). Therefore, age and life cycle can be the delicate

variables (Kotler and Keller, 2006) ain the consumer behaviour process.


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Objectives :-

The aim of this study is to shed light on student buying behaviour towards

Smartphone & Tablet PC. More specifically, the objectives of the study are:

1. To find preference of student amongst Smartphone & Tablet Pc.

2. To find which brands are preferred by student amongst Smartphone & Tablet Pc.

3. To find features that attracts students while buying Smartphone & Tablet Pc.

4. To understand buying behavior of student while buying Smartphone & Tablet PC.


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Research Methodology

Research can defined as the manipulation of things, concepts or symbols for the purpose of

generalizing to extend, correct or verify knowledge, whether that knowledge aids in

construction of theory or in the practice of an art

Types of research undertaken

Descriptive research

For this study, a descriptive methodology of research has been adopted. Descriptive research

includes surveys and fact findings enquiries of different types. The major purpose of

descriptive research is description of the state of affairs as it exists at present .In the social

science and business research we quite often use the term Ex-post facto research for

descriptive research studies. The main characteristics of this method are that the researcher

has no control over the variables; he can only report what has happened or what is happening.

Methods of data collection undertaken

Data can be defined as the quantitative or qualitative values of a variable. Data is plural of

Datum which literally means to give or something given. Data is thought to be the lowest unit

of information from which other measurements and analysis can be done. Data can be

numbers, images, words, figures, facts or ideas. Data in itself cannot be understood and to to

get information from the data one must interpret it into meaningful information. There are

various methods of interpreting data. Data sources are broadly classified into primary and

secondary data.

Importance of Data and Data Collection:

Data is one of the most important and vital aspect of any research studies. Researches

conducted in different fields of study can be different in methodology but every research is

based on data which is analyzed and interpreted to get information.

Data is the basic unit in statistical studies. Statistical information like census, population

variables, health statistics, and road accidents records are all developed from data.

Data is important in computer science. Numbers, images and figures in computer are all data.


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Primary Data

Primary data is important for all areas of research because it is unvarnished information aboutthe results of an experiment or observation. It is like the eyewitness testimony at a trial. No

one has tarnished it or spun it by adding their own opinion or bias so it can form the basis of

objective conclusions.

1. Identificationo Primary data is the specific information collected by the person who is doing

the research. It can be obtained through clinical trials, case studies, true

experiments and randomized controlled studies. This information can be

analyzed by other experts who may decide to test the validity of the data by

repeating the same experiments.

Significance

o Suppose that you are researching the effects of a certain new substance on the

nervous system of mice. Because yours will be the first such experiment, the

data that you collect will be considered prospective in nature. It can be used to

establish a baseline from which other follow-up experiments can be devised.

In the education context, prospective primary data about the kindergartners in

a school district might be to collect the actual test results from the first day of

school showing how many could write their names, count to 20, and retell a

simple story in a logical way. The information forms the base-line from which

the district must move their students so that they can meet the state standards

for entering first graders within the next 180 days.

Types

o Primary data can also be retrospective, interventional and observational innature. Retrospective primary data gathers information about past conditions


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or behaviours. The researcher may be investigating a cause of a preventable

disease, for instant as in the connection between smoking and lung cancer.

Interventional primary data may be gathered to see the effect of a new drug or

therapy. A recent study reported in the Journal of Ophthalmology, for

example, described an interventional study about treatments for convergence

insufficiency. Patients with this diagnosis received one of three treatments

over a 12-week period to determine which intervention would be the most

effective. Observational studies gather primary data by means of case studies

such as the work done by naturalists like Jane Goodall on chimpanzees in the

wild.

Features

o Two strategies are commonly employed when researchers gather primary data:

randomizing and blinding. Both of these strategies serve to keep the results

objective. Both involve limiting the information given either to the researcher

or the subject about which test group a subject has been assigned. The

researcher is prevented from imposing her bias on the data so she may be a

more careful observer. The subject is prevented from becoming either

encouraged or discouraged by any previous opinions about the treatment, in a

drug trial for example, that he may have started with.

Potential

o Once the primary data has been gathered, analysts study it using other research

methods. They look for relationships between factors that may suggest the

designs for new studies. When they combine the primary data from more thanone study, they are using integrative methods. Their findings present

secondary data, a synthesis of several streams of primary data.

Primary Data collection for our research:-


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We have collected the data by the way of Questionnaires. The survey has been

conducted in the Pune city. Mainly we have collected our data from students of different

streams.

Secondary data

Secondary data is the data that have been already collected by and readily available from

other sources. Such data are cheaper and more quickly obtainable than the primary data and

also may be available when primary data can not be obtained at all.

Advantages of Secondary data

1. It is economical. It saves efforts and expenses.

2. It is time saving.

3. It helps to make primary data collection more specific since with the help of

secondary data, we are able to make out what are the gaps and deficiencies and what

additional information needs to be collected.

4. It helps to improve the understanding of the problem.

5. It provides a basis for comparison for the data that is collected by the researcher.

Secondary Data collection for our research:-

Secondary data was collected through Internet and various books.

Both primary and secondary data have been used as the source of information for the

collection. Primary data is that which is collected afresh and for first time, and thus happen to

be original in character. We have done primary data collection through a questionnaire. A

questionnaire consists of number of questions relevant to the objective of research and are

printed or typed in a definite order on the form or sets of form. For this research respondents

were personally provided with questionnaire and were requested to read, understand and

write down reply in space meant for answering various question in questionnaire itself in

presence of researcher. In the research undertaken, the questionnaire consists of eleven


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questions concentrating on primary and secondary objective of research. As secondary data,

various data from various papers, articles from newspapers, Internet have been used.

Survey Instrument

A structured Questionnaire was used to collect data. Questionnaire was sought to be

the best tool for the collection of data. Our research population was pune city & therefore it

was very difficult to survey such a large number of respondents through personal interviews

observations. Questionnaire was useful in this regards and was cheaper way to collect

information. This method also helped since questions were simple to administer & analyze.

The questionnaire consists mainly two types i.e. open ended and closed ended. The questions

were designed in a way to achieve the objectives of our research. A sample questionnaire has

been attached in the annexure.

Sampling method

Within any of the types of frame identified, a variety of sampling methods can be employed,individually or in combination. Factors commonly influencing the choice between these

designs include:

Nature and quality of the frame

Availability of auxiliary information about units on the frame

Accuracy requirements, and the need to measure accuracy

Whether detailed analysis of the sample is expected

Cost/operational concerns

Sampling Design

After deciding the approach to our research and instrument , the sampling plan was

decided which includes

UniverseStudents in Pune city

Sampling Size200


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Sampling Method - Purposive sampling method.

Statistical Tool- Excel sheet & SPSS software.

DATA ANALYSIS

1. AGE

INTERPRETATION:-Above data shows that students having age 23 are the highest

respondent, followed by students having age 21, 22 &20.

2. GENDER

12

23

42

34

48

22

118 AGE

19(6)

20(11.

5)

21(21)22(17

)23(24

)24(11

)25(5.5

)26(4)

134

66

GENDER

MALE (67)

FEMALE(33)

AGE Responds %age

19 12 6

20 23 11.5

21 42 21

22 34 17

23 48 24

24 22 11

25 11 5.5

26 8 4

Total 200 100

GENDER RESPONDS %GENDER

MALE 134 67

FEMALE 66 33

TOTAL 200 100


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INTERPRETATION:-Above data shows that 0ut of 200 respondents there are 67% Male

&33% Female. From this data we can say that Male respondents are double of female

respondents.

3. QUALIFICATION

INTERPRETATION:-From above data we can say that students having graduate degree are

the highest respondent & students having PG degree are the least respondents.

4. FAMILY INCOME

60

103

37 QUALIFICATION

UG(30)

G(51.5)

PG(18.5)

22

42

3833

65

FAMILY INCOME

10-20K(11)

20-30K(21)

30-40K(19)

40-50K(16.5)

50K &ABOVE(32.5)

QUALIFICA

TION

RESPONDS %

UG 60 30

G 103 51.5

PG 37 18

TOTAL 200 100

FAMILY

INCOME

RESPONDS %

10-20K 22 11

20-30K 42 21

30-40K 38 19

40-50K 33 16.5

50K &

ABOVE

65 32.5

TOTAL 200 100


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INTERPRETATION:-Above data shows that family having 50k & above income are the

highest respondents & family having 10-20k income are the least respondent.

Objective 1:-To find preference of student amongst SmartPhone &TabletPc

-ATTRIBUTION BETWEEN GENDER OF STUDENTS & PREFERENCE AMONGST

SMARTPHONE & TABLETPC

INTERPRETATION:- The above table shows that Smartphone are most preferred amongst

male student while Tablet Pc are most preferred amongst female students

6. SMARTPHONE/TABLETPC

0

20

40

60

80

100

120

FEMALE MALE

N/A

SP

TP

GENDER N/A SP % TP % TOTAL

F 9 37 56% 20 30% 66

M 10 99 73% 25 18% 134

TOTAL 19 136 45 200

DEVICE RESPONDS %

SMARTPHONE 136 68

TABLET PC 45 22.5

NA 19 9.5

TOTAL 200 100


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INTERPRETATION:-Above data shows that out of 200 respondents there are 136 students

having smartphone,45 students having tablet pc & 19 students having neither smart-phone

nor tablet pc.

Objective 2:-To find which brands are preferred by student amongst Smart-

Phone & Tablet Pc

7. SMARTPHONE-BRANDS

BRANDS RESPONDS

SAMSUNG 50

NOKIA 30

APPLE 23

BLACK BERRY 18

SONY 7

LG 5

HTC 2

SPICE 1

TOTAL 136

INTERPRETATION: - Above data shows that Samsung is the most preferred brand among

youth. Maximum no of youth are using Samsung, Nokia stands second having 28 users

&Apple stands third having 20 users. Apart from that Blackberry, Sony, LG, HTC &spice

have some users.

136

45

19

SMARTPHONE/TABLETPC

SMARTPHONE(68)

TABLETPC(22.5)

NA(9.5)


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8. TABLETPC-BRANDS

BRANDS RESPONDS

APPLE 12

SAMSUNG 10

BLACKBERRY 9

AKASH 4

HP 3

DELL 2

SONY 2

ACER 1

COMPAQ 1

HTC 1

TOTAL 45

INTERPRETATION: - Above data shows that Apple is the most preferred tablet pc brand

among student having 13users, followed by Samsung having 10 users. Blackberry & Akash

is also having their existence among youths.

9. TOP THREE BRANDS OF SMARTPHONE AMONGST STUDENT

BRANDS RESPONDS

SAMSUNG 149

NOKIA 91

APPLE 96

INTERPRETATION: - Above data shows that Apple is the most preferred brand among

youth if they have given first choice, followed by Samsung & Nokia.If youth have given

second choice then Samsung is their first preference, Nokia is second preference & Apple is

their third preference. If they have given third choice Samsung is still their first preference

followed by Nokia & Blackberry having second and third preference.


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9. (B).TOP THREE TABLETPC BRANDS AMONGST YOUTH

FIRST CHOICE

BRANDS RESPONDSAPPLE 126

SAMSUNG 117

SONY 57

INTERPRETATION:-Above data shows that Apple is the most preferred tabletpc brand

among youth if they have given first choice followed by Samsung &Blackberry. If youth

have second choice then Samsung is the most preferred brand by youth, followed by Apple &

sony.if they have given third choice then Samsung is still the most preferred brand among

youth, followed by Sony & HTC.

Objective 3:-To find Feature that attract students while buying SmartPhone &

TabletPc

12. IMPORTANCE OF FEATURES

SMARTPHONE

12_A:-OPERATING SYSTEM

130

53

83

6

OPERATING SYSTEM

VERY

IMPORTANT(6

5)

2(26.5)

RATINGS RESPONS (%)

V-IMP(1) 130 65

2 53 26.5

3 8 4

4 3 1.5

LEAST IMP 6 3

TOTAL 200 100


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INTERPRETATION:- Above data shows that out of 200 students there are 65% students

who has given operating system very important feature while buying Smartphone & only 3%

students have given it least importance.

12_B:-HIGH QUALITY CAMERA

INTERPRETATION:- Above data shows that out of 200 students there are 37% who has

given high quality camera as very important feature & only 4% have given it as a least

imporyance.

74

66

24

28

8

HIGH QUALITY CAMERA

VERY

IMPORTANT(37)

2(33)

3(12)

4(14)

LEAST

IMPORTANT(4)

RATINGS RESPONDS %

V-IMP 74 37

2 66 33

3 24 12

4 28 14

LEAST IMP 8 4

TOTAL 200 100


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30

12_C:- BATTERY BACKUP


given battery as very important features & only 4% students have given it as a least

importance.

12_D:-PORTABILITY

INTERPRETATION:- Above data shows that out of 200 students ther are 31.5% students

who has given portability as a very important feature while buying smartphone & 20.5%

students have given it as aleast preference.

86

46

42

224

BATTERY BACK UP

VERYIMPORTANT(43)

2(23)

3(21)

4(11)

LEAST

IMPORTANT(4)

63

44

38

14

41

PORTABILITYVERY

IMPORTANT(31.5)

2(22)

3(19)

4(7)

LEASTIMPORTANT(20.5)

RATINGS RESPONDS %

V. IMP(1) 86 43

2 46 23

3 42 21

4 22 11

LEAST

IMP(5)

4 2

TOTAL 200 100

RATINGS RESPONDS %

V. IMP(1) 63 31.5

2 44 22

3 38 19

4 14 7

LEAST

IMP(5)

41 20.5

TOTAL 200 100


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12_E:-INTERNET INTERFACE


who has given internet interface as very important feature while buying smartphone & only

3.5% students have given it as least importance

13.TABLETPC:-

13_A:-OPERATING SYSTEM

106

49

23

157

INTERNET INTERFACEVERY

IMPORTANT(53)

2(24.5)

3(11.5)

4(7.5)

LEASTIMPORTANT(3.5)

130

45

15

4

6

OPERATING SYSTEM

VERY

IMPORTANT(65)

2(22.5)

3(7.5)

4(2)

LEAST

IMPORTANT(3)

RATINGS RESPONDS %

V. IMP(1) 106 53

2 49 24.5

3 23 11.5

4 15 7.5

LEAST

IMP(5)

7 3.5

TOTAL 200 100

RATINGS RESPONDS %

V-IMP(1) 130 65

2 45 22.5

3 15 7.5

4 4 2

LEAST

IMP

6 3

TOTAL 200 100


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given operating system as very important feature while buying tabletpc & only 3% student

have given it as least importance.

13_B:-HIGH QUALITY CAMERA

INTERPRETATION:- Above data shows that out of 200 students there are 29.5 %

STUDENTS who has given high quality camera as very important features & only 16% have

given it as least important feature.

13_C:-BATERRY BACKUP

59

62

28

19

32

HIGH QUALITY CAMERA

VERY IMP(29.5)

2(31)

3(14)

4(9.5)

LEAST

IMPORTANT(16)

RATINGS RESPONDS %

V-IMP(1) 59 29.5

2 62 31

3 28 14

4 19 9.5

LEAST

IMP

32 16

TOTAL 200 100

RATINGS RESPONDS %

V-IMP 95 47.5

2 36 18

3 34 17

4 24 12

LEAST

IMP

11 5.5

TOTAL 200 100


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INTERPRETATION:- Above data shows that out of 200 students there are 47.5% students

who has given battery backup as very important feature while buying tabletpc & only 5.5%

have given it as least importance feature.

13_D:-PROTABILLITY


who has given PROTABILITY as a very important feature while only 7.5 % students have

given it as least importance feature.

95

36

34

24

11

BATTERY BACKUP

VERY

IMPORTANT(47.5)

2(18)

3(17)

4(12)

LEAST

IMPORTANT(5.5)

66

41

52

26

15

PROTABILITY

VERY

IMPORTANT(33)

2(20.5)

3(26)

4(13)

LEAST

IMPORTANT(7.5)

RATINGS RESPONDS %

V-IMP 66 33

2 41 20.5

3 52 26

4 26 13

LEAST IMP 15 7.5

TOTAL 200 100


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13_E:-INTERNET INTERFACE:-

INTERPRETATION: Above data shows that out of 200 students there are 55% students who

has given internet interface as very important feature while buying tabletpc & only 6%

students has given it as least importance feature.

13_F:-LARGER SCREEN

INTERPRETATION:- Above data shows that out of 200 students there are 54.5 % students

who has given larger screen as very important feature & only 4% students have given it as

least importance feature.

11054

14

1012

INTERNET INTER FACEVERY

IMPORTANT(55)

2(27)

3(7)

4(5)

LEASTIMPORTANT(6)

109

55

23

5 8

LARGER SCREEN

V-IMP(54.5)

2(27.5)

3(11.5)4(2.5)

LAST IMP(4)

RATINGS RESPONDS %

V-IMP 110 55

2 54 27

3 14 7

4 10 5

LEAST

IMP

12 6

TOTAL 200 100

RATINGS RESPONDS %

V-IMP 109 54.5

2 55 27.5

3 23 11.5

4 5 2.5

LEAST

IMP

8 4

TOTAL 200 100


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Objective 4:- To understand buying behaviour of student while buying Smartphone &

Tablet PC.

10. PURPOSE

10_A:-ENTERTAINMENT

INTERPRETATION:-Above data shows that out of 200 respondents there are 57% students

who are using Smartphone for entertainment purpose &43% students are using tabletpc for

entertainment purpose. From this data we can say that students prefer Smartphone for

entertainment purpose.

10_B:-BUSINESS & EDUCATION APPLICATION

INTERPRETATION:-Above data shows that out of 200 students there are 59% students who

prefer tablet pc for business & educational application & 41% students prefer Smartphone for

same purpose.

114

86

ENTERTAINMENT

SP(57)

TP(43)

82

118

BUSINESS &EDU APPLI

SP(41)

TP(59)

ENT RESPONDS %

SP 114 57

TP 86 43

TOTAL 200 100

BUS/EDU

APPLI

RESPONDS %

SP 82 41

TP 118 59

TOTAL 200 100


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10_C:-STATUS

INTERPRETATION:-Above data out of 200 students there are 51% students who preferSmartphone for status purpose & 49% prefer tabletpc for the same purpose.

10_D:- DATA STORAGE

INTERPRETATION:-Above data show that out of 200 students there are 73.5% students

who prefer tabletpc for the data storage &26.5% students prefer Smartphone for the same

purpose.

102

98

STATUS

SP(51)

TP(49)

53

147

DATA STORAGE

SP(26.5)

TP(73.5)

STATUS RESPONDS %

SP 102 51

TP 98 49

TOTAL 200 100

DATA

STORAGE

RESPONDS %

SP 53 26.5

TP 147 73.5

TOTAL 200 100


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11. INFORMATION SOURCES

11_A:-FRIENDS

INTERPRETATION:Above data shows that out 200 students 55.5% students consider

Friends as a excellent information source while buying smartphone & table tpc

11_B:-INTERNET

111

12

71

6

INFO/SOUR-FRIENDS

EXCELLENT(55

.5)GOOD(6)

FAIR(35.5)

81

24

91

4

INTERNET

EXCELLENT(40.5)

GOOD(12)

FAIR(45.5)

POOR(2)

INFO/SOUR

CE

RESPON

DS

%

EXCELLEN

T

111 55.5

GOOD 12 6

FAIR 71 35.5

P00R 6 3

TOTAL 200 100

INFO/SOUR RESPONDS %

EXCELLENT 81 40.5

GOOD 24 12

FAIR 91 45.5

POOR 4 2

TOTAL 200 100


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INTERPRETATION:-Above data shows that out of 200 students there are 40.5% students

who consider internet as excellent information source & 45.5% consider it as a fair source of

information.

11_C:-ADVERTISMENT


who consider advertisement as a excellent information source while 36% consider it as a fair

source of information.

11_D:-POINT OF SALE

32

6072

36

ADVERTISMENT

EXCELLENT(16

)

GOOD(30)

FAIR36)

POOR(18)

22

65

74

39

POINT OF SALE

EXCELLENT(11)

GOOD(32.5)

FAIR(37)

POOR(19.5)

INFO/SOUR RESPONDS %

EXCELLENT 32 16

GOOD 60 30

FAIR 72 36

POOR 36 18

TOTAL 200 100

RATINGS RESPONDS %

EXCELLENT 22 11

GOOD 65 32.5

FAIR 74 37

POOR 39 19.5

TOTAL 200 100


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INTERPRETATION:- :- Above data shows that out of 200 students there are 11% students

who consider point of sale as a excellent source of information while 37% consider it as a fair

source of information.

14. PLACE


who prefer to buy from company showroom,13.5% students prefer to buy from online,8.5%

prefer to buy from traditionalshop,10% prefer to buy from shopping mall& only 1% prefer to

buy from tv shopping.

17

134

20

27

2

PLACE

TRADITIONAL

SHOPS(8.5)

COMPANY

SHOWROOM(67)

SHOPPING

MALL(10)

ONLINE(13.5)

TV SHOPPING(1)

RATINGS RESPONDS %

TRADITION

AL SHOP

17 8.5

COMPANY

SHOWROO

M

134 67

SHOPPING

MALL

20 10

ONLINE 27 13.

5

TV

SHOPPING

2 1

TOTAL 200 100


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FINDINGS

1. In term of need identification study revealed that for entertainment purpose smart-

phones is most preferred than Tabletpc while for business and education application

Tabletpc is more preferred than smart-phone for status both are equally preferred forData storage tablet pc is more preferred

2. Study revealed that for information gathering Friends, internet are most excellent

source.

3. The company showrooms are most preferred place by the student to buy a smart-

phone or a tablet

4. It was found that operating system and internet interface are very important feature

while portability is least important feature desired by students in smart-phones.

5. Similarly It was found that operating system and internet interface and large screen

are very important feature while high quality camera is least important feature desired

by students in Tabletpc

6. The owners of smart-phones preferred Samsungs smart-phone while people owing

Tabletpc preferred Apple tablet over all other tablets.

7. According to the students top three smart-phone brands are:

i)Samsung

ii)Apple

iii)Nokia

8. According to the students the top three Tabletpc brands are:

i)Apple

ii)Samsung

iii)Sony

9. when compared to female ,male students are more aware about latest technology.


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Suggestions:

1. In our research we found that company showrooms are most preferred place to buy smart-

phone & tablet pc. So company showroom should be given more importance than another

place of buying.

2. Smartphone & Tablet company should be more focused on customer satisfaction as friends

are excellent source of information gathering about Smartphone & Tabletpc.

3. Instead of focusing on another features Tablet pc & Smartphone companies should focus

on features like operating system & internet interface.


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LIMITATION

While surveying I encounter with some problems like

1. a sample size of 200 may not help to understand the views of student at large.

2. The study has done by using convenience sampling method for the collection of data

which could be the other limitation.

3. Many of the respondents were not willing to talk or fill the questionnaire freely when

asked about their incomes.

4. As funding was not provided it brought certain limitation during rsearch.

5. Time duration for conducting research is not sufficient.


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43

CONCLUSION

The objective of this research was to examine consumer buying behavior of Smart phones,

tablet pc and to investigate the reasons underlying the preference. The study found strong

evidence that although smart phones & tablet PC are developing at a rapid pace closer to

personal digital assistants (PDAs), many consumers tend to be unaware of the features and

services about the new models in the market posses. Further it showed that students were

more aware of the so-called curse of technology markets referring to the fact that new

technologies reduce in price over time. This expected price reduction seems to be a factor

slowing the diffusion of new models especially among lower income consumers. It also helpsto showed that there are seven factors which characterize smart phone preference: innovative

services, multimedia, design, brand and basic properties, outside influence, price, and

reliability. The first factor, innovative services explained most of the variability of the

variables indicating, together with other statistical analyses conducted, that especially men

tend to value new services in choosing between mobile phones and smart phone intending to

change their current mobile phone to newer model.


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ANNEXURE

QUESTIONNAIRE

1) NAME:

2) AGE:

3) GENDER: MALE FEMALE

4) QUALIFICATION: UNDER GRADUATE GRADUATE POST GRADUATE

5) FAMILY INCOME (PER MONTH):-

10-20K 20-30K 30-40K 40-50K 50K &ABOVE

6) DO YOU HAVE SMARTPHONE/TABLET PC?

SMARTPHONE TABLET PC

7) IF YES THEN NAME THE BRAND.

SMARTPHONE BRAND:-

TABLET PC BRAND:-

8) WHICH TOP 3 BRANDS COME IN YOUR MIND IN TERMS OF SMARTPHONE

SMARTPHONES:-1) 2) 3)

9) WHICH TOP 3 BRANDS COME IN YOUR MIND IN TERMS OF TABLET PC

TABLET PCS:-1) 2) 3)


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10) GIVE YOUR PREFERENCES TOWARDS BUYING SMARTPHONE & TABLET PC

FOR EACH OF THE FOLLOWING PURPOSE/USE(TICK ONLY 1 DEVICE FOR EACH

PUROSE)

11) RATE THE QUALITY OF INFORMATION AVAILABLE FROM FOLLOWING

SOURCES PERTAINING TO SMARTPHONE & TABLET PC

SOURCES/RATING EXCELLENT GOOD FAIR POOR

FRIENDS

INTERNET

ADVERTISEMENT

POINT OF SALE

12) RATE THE FOLLOWING FEATURES WHICH WILL IMPACT WHILE BUYING

SMARTPHONE ACCORING TO IMPORTANCE

FEATURES/RATING 1(VERY

IMP.)

2 3 4 5(NOT AT

ALL IMP.)

O.S.

H.Q. CAMERA

BATTERY BACKUP

PORTABILITY

INTERNET

INTERFACE

PURPOSES/USES SMARTPHONE TABLET PC

ENTERTAINMENT

BUSINESS &

EDUCATION

APPLICATION

STATUS

DATA STORAGE


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13) RATE THE FOLLOWING FEATURES WHICH WILL IMPACT WHILE BUYING

TABLET PC ACCORING TO IMPORTANCE

FEATURES/RATING 1(VERY

IMP.)

2 3 4 5(NOT AT

ALL IMP.)

O.S.

H.Q. CAMERA

BATTERY BACKUP

PORTABILITY

INTERNET

INTERFACE

LARGER SCREEN

14) FROM WHICH PLACE YOU WILL BUY SMARTPHONE/TABLET PC?

TRADITIONAL SHOPS COMPANY SHOWROOM

SHOPPING MALL ONLINE T.V.SHOPPING


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BIBLOGRAPHY

Books

Research MethodologyCR Kothari

Journals of consumer Research

International Journals for consumer behavior

Journals of consumer marketing

Websites

www.google.com

www.wikipedia.com

www.marketingteacher.com
http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.google.com/

final project sourabh

Documents