ROYAL BUSINESS COLLEGE

Marketing Research Report For: Smartphone’s

(8086)

Submitted To: Gauri Patil

Submitted By: Harpinder Singh Brar

Student ID: A(7899)

Content

1. Abstract

2. Introduction

3. Research overview

4. Design

5. Methodology

6. Result and Discussion

7. Limitations

8. Conclusion&market recommendations

9. Appendices

Questionnaire ( part A ) (part B)

Code

AbstractThis is a marketing research report on Smartphone’s. This research is on different Smartphone platforms (Android, iPhone, Windows, Others). The aspect I have looked at in this research was, how these Smartphone’s are helping people in improving there working performance.The main questions I asked in this research are, what feature do people like in Smartphone’s and what new features people want to have in their Smartphone’s.

Introduction

Technology plays a huge role in the average person’s life today. A particular form of technology

that is on the rise is the use of Smartphone. A Smartphone is a mobile phone that offers data,

internet, and more computing abilities. The innovation of Smartphone is a growing business in

the world today. Smartphone’s are on the rise of dominating the cell phone industry. As prices of

Smartphone’s continue to decrease the people who own Smartphone’s continue to increase.

Smartphone’s have made such a huge impact on today’s society, it uses many different operating

systems, and it will become more advance in the future. Today people are using Smartphone’s

for business uses as well as for personal uses. Every youngster is using Smartphone and they can

use Smartphone for many purposes.

In this research I am doing a search on how Smartphone’s are helping people in their personal

and business work. And what are the main features that people are using in Smartphone’s.

Research Overview

In this research I am going to gather both primary and secondary research. In primary research I am going to gather information through survey of 20 people, and interview Smartphone users. And I will have a look at different models of Smartphone’s introduced by different companies, by visiting different mobile shops. And I will talk to the sales representatives of mobile stores to know the features of famous Smartphone’s. And in secondary research I will have a look at websites of different models of Smartphone’s, published Smartphone manuals,

magazines/newspapers articles on Smartphone’s. I will search for product reviews of Smartphone’s over the internet.

DesignThe research design will be based on surveys interviews of the different people and the questions will be asked on the basis of questionnaire that consists of 20 questions and the sampling frame will be the list of types of Smartphone’s in today’s market and I will be using non-probability sampling where I will use purposive or judgmental sampling.

MethodologyIn this research the methods will going to be used is questionnaires which will be a sample frame of not more than 20 people and questionnaire will be in 2 parts one part that are simple demographic and choice questions and the other part will have open ended qualitative questions for one to one interviews and I will be using quantitative and qualitative survey method which includes questions of scales and optional based questions.

Results and Discussion

1. What is your age?

30%

45%

20%

5%

18-2122-2526-3031+

In this research I interviewed 20 people and, 45% of total people are from the age group of 22-25yrs of age, and 30% are from group of 18-21yrs, and rest 25% are from age group of 26-30yrs and 31+. The result shows that most of the Smartphone users are from 18-21years, and all of them are students and they are using it because of fashion statement.

2. What is your gender?

85%

15%

malefemale

In terms of gender 85% of interviewed people are male and 15% are female.This result shows that males are using more Smartphone’s than females. Because males found it more catchy and attractive.

3. What is your income level?

55%

10%

15%

20%

$250-300$300-400$400-500$500-above

Out of 20 people income level of 55% people is $250-300per week, 10% people earns $300-400per week, 15% people earns $400-500per week, and 20% people earns $500 and above.The result shows that Income level is not affecting the Smartphone sale at all, because of different installment schemes people with low income level can also buy a Smartphone.

4. From how long are you using Smartphone? (if using any)

1 2 3 40

1

2

3

4

5

6

7

8

9

Series1Series2

Out of 20 people, 8 have said that they are using Smartphone from last 1year. And 5 people said that they are using Smartphone from 2 years and same no. of people said they are using Smartphone from 3 years, and only 2 have said that they are using Smartphone from 4 or above years. This result shows that Smartphone users are increasing every year. Very few people are using Smartphone’s from 3-4years.

5. What kind of Smartphone do you own? (if any)

30%

50%

15% 5%

IphoneAndroidWindowsOther

Half of the total interviewed people are using Android phones, and 30% are using iPhone(IOS), and 15% people are using Windows phones, and the rest 5% are using other Smartphone’s. This shows that 70% people are using Android and iPhone, and Windows and

others are not very commonly used. Android and iPhone both are very user friendly in comparison with windows that’s the main reason of choosing them over windows and others.

6. How many brands do you know in Smartphone market?

1 2 3 4 4+0

1

2

3

4

5

6

7

8

0 0

6

7 7

Series1

Nobody said that he knows only 2 or less Smartphone’s, every person knows at least 3 Smartphone’s. out of total 20 people 6 have said that they know 3 Smartphone brands, 7 have said that they know 4 Smartphone brands, and 7 said that they know more than 4 Smartphone brands. There are many brands in market these days that’s why everybody knows more than 3 Smartphone brands.

7. How many Smartphone’s do you own now?

1

2

3

4+

0 2 4 6 8 10 12 14 16

14

5

1

0

Series1

Out of 20 people 14 are having only one Smartphone, and 5 are having 2 Smartphone’s, and only 1 is owning 3 Smartphone’s, and nobody is owning 4 or more Smartphone’s. Most of the people are using only one Smartphone because it’s hard to carry more than one Smartphone’s.

8. How often have you bought Smartphone in the past?

very frequently

Quite frequently

Fair

Quite infrequently

not at all

0 2 4 6 8 10 12 14

1

3

12

4

0

Series1

Out of total 20 people only 1 said that he had bought Smartphone’s very frequently in the past, 3 had bought Smartphone’s quite frequently. Most of the people (12) said that they bought Smartphone’s fairly in the past, and only 4 have bought it quite infrequently, and no one said not at all. This result shows that people are buying Smartphone’s and changing their previous phone for keeping them up to date with new technologies and new fashion trends.

9. Give ranking to Smartphone on the scale of 1 to 5?

1 2 3 4 50

2

4

6

8

10

12

0 0

2

8

10

2

4

11

12

0 0

2

7

11

3

9

7

10

AndroidWindowsIphoneOthers

Most of the people have given iPhone and Android very good ranking by giving 5 on the scale of 1 to 5. 11 people have given 5 ranking to iPhone and 10 have given the same to Android. Ranking 4 is given to Android by 8 people and iPhone by 7 people. Ranking three is given to Windows by 11 people and to others by 7 people, and iPhone and Android got this ranking by two people each. Nobody has given ranking 1 or two to iPhone and Android. This result shows that Android and iPhone are the favorite brands of people these days. And most of the people are giving them good ranking in comparison with Windows and others. Android and iPhone are providing more free Apps than other Smartphone brands that’s the main reason of using them for most of the people.

10. Why do you want to buy this type of Smartphone? Rank the following factors in order of priority.

Out of total nine options give in this question most of the people have ranked brand, price, performance, quality and design as top five factors. And they ranked platform, value, reputation, services as last four factors. Most of the people ranked brand as no. 1 factor. Young people are more concerned about brand because of showing status in friend circle and they are after expensive Smartphone’s of brands like iPhone. And other group is working class group and they are behind few factors such s performance, quality and service.

11. How important do you think brand is when you purchase a Smartphone?

Very im

portant

Importa

ntFai

r

Unimporta

nt

Very unim

portant

02468

101214 13

3 3

10

Series1

For most of the people brand is a very important thing, 13 out of 20 people have said that brand is very important for purchasing a Smartphone. 3 said that brand is important and 3 said it’s fair. Only one person said that brand is unimportant for purchasing a Smartphone, and no one said that brand is very unimportant.

12. Will you switch to other alternative brand if they offer a similar but cheaper Smartphone?

20%

35%

5%

20%

20%

Very likelyLikelyFairlyUnlikelyVery unlikely

Most people said that they would likely switch to other alternative if it is similar but cheap. 35% people said they would likely switch to other brand, 20% people said very likely and 20% said unlikely, only 5% said fairly and the rest 20% said very unlikely.

13. Approximately how many hours per day do you spend using your Smartphone?

Less than 1 hour

1-2 hours 2-3hours 3-4 hours 4+ hours0

1

2

3

4

5

6

2

5

4 4

5

Series1

Only 2 persons said that they use their Smartphone for less than 1 hour, 5 persons said that they use their Smartphone for 1-2 hours, 4 persons said they use Smartphone for 2-3 hours and 4 said they use Smartphone for 3-4 hours. Most of the people said that they use Smartphone for more than 4 hours a day. This indicates that students are using Smartphone’s for more than 4 hours a day, and this shows that how important a Smartphone is for a student. People of working class are also using Smartphone’s for more than 2-3hours a day and it helps them a lot at their work.

14.

14. Do you use your Smartphone during working hours?

YesNo

0

2

4

6

8

10

12

12

8

Series1

Most of the people use Smartphone during working hours, 12 people answered the question as yes and only 8 people said no to this question. People are using Smartphone’s during working hours because it helps them a lot in improving their working performance. Students are also using Smartphone’s during their studying hours because it helps them with their studies as well.

15. On the scale of 1 to 10, how often do you use your phone to help you with work?

Rarely 2 3 4 5 6 7 8 9 Always

00.5

11.5

22.5

33.5

44.5

5

Series1

Most of the people rated it 7 on the scale. 5 people rated it 7 and 1, 3 and 8 ranking has been given by 3 people each. 4, 5, and 9 ranking has been given by 2 persons each. Only one person rated it 10 and nobody rated as 2 and 6. This result shows that Smartphone’s are helping people to improve their working performance quite fairly.

16. For what purposes do you use your Smartphone the most? Please circle all that apply.

Texting

News

Games

Sports

Weather

Shopping

Socia

l Netw

orking

Videos

Music

Surfing t

he web

Productivit

y0

5

10

15

20

25

19

6

10

4

12

3

20

11

1618

7Series1

All the 20 people said that they use Smartphone for using social networking sites on it. 19 people said they use it for texting, 18 said for surfing the web and 16 said they use it for music. 12 people are using it for weather and 11 are using it for videos and 10 are using it for gaming. And other features are used by very few people.

17. How is your satisfaction with your current operating system/platform?

Very satisfied

Satisfied

Fair

Dissatisfied

Very dissatisfied

0 2 4 6 8 10 12 14 16

16

3

1

0

0

Series1

80% people said that they are very satisfied with their current operating system, 15% are satisfied and 5% are fairly satisfied with their current platform/operating system. And no one is dissatisfied or very dissatisfied.

18. Do you have a profile on any of the Social Networking sites?

YesNo

02468

101214161820

20

0

Chart Title

Series1

Axis Title

All the 20 people said that they have a profile on social networking sites. This result shows that every person is having a profile on social networking sites and this influence them to buy a Smartphone to use their social networking profile everytime.

19. How do you discover new Apps? Please circle all that apply.

Searching the App Store

Friend/family recommendation

itunes, etc

Television advertisements

Apps promoting other Apps

Magazine advertisements

Other

0 2 4 6 8 10 12 14 16 18

18

14

7

1

4

0

3

Series1

Most of the people said they discover new apps by searching the app store. Second choice of most of the people is friend/family recommendation, and iTunes is there third choice. And the rest of the options are selected by very few people.

20. Which is your favorite application, and why?

Out of total 20 people 4 said Viber is their favorite application, because of its free calling feature and texting feature. Four people said that Navigator is their favorite application, because it helps them in finding destinations. Two people said that Skype is their favorite application because of its voice quality. Two people said whatsapp as their favorite application, and two said keep calling is their favorite application. And rest of the people said tango, safari,facebook messenger, play store, and temple run as their favorite apps. The overall trend shows that most of the people are using Smartphone for making international calls and navigation features.

21. What is the main use of Smartphone for you?

Out of total 20 people 9 have said that internet surfing is the main use of Smartphone for them, 5 people said they use their Smartphone for social networking. And rest of people said that they use their Smartphone for gaming, business purpose, international calling and videos.

22. How new Smartphone’s can improve working performance?

Out of total 20 people 6 said that Smartphone’s can improve working performance by launching new applications, and one person said that they can improve working performance by providing full internet working same as laptops. And rest of the people said that they can improve working performance by providing new and effective internet explorer, full MS Office, and by improving its battery life. So overall result shows that Smartphone can improve working performance by launching new updated Applications.

Limitations

I haven’t faced many difficulties while doing this research, but there are some small-2 difficulties which I faced during the research process. It was bit difficult to prepare a questionnaire which covers all the research objectives and research questions. The other difficulties in doing research was to interview 20 people and give them the brief of whole research, and its bit hard to reach the different persons for interview, due to their busy schedules that coincided with work.

Conclusion and market recommendations

Based on this research, our conclusion shows that:

In this survey I got mixed views from the 20 interviewed people, 10 of them said that

they own iPhone, 6 said they own Android, 3 said they own windows, and only one

said others. iPhone and Android should do good research and try to update their

systems all the time to retain their place in the market.

Most of the people ranked iPhone as the best Smartphone and Android got second

position.

Most of the people are satisfied with their current Smartphone and they are not

planning to change their brand in near future.

Factors such as age, income, and gender are having good impact on Smartphone

purchase, and the research shows that people are using Smartphone’s according to their

personality. All the brands should keep it in mind and try to launch new phones

according to different peoples personality and need.

Most of the people are using their Smartphone for calling software’s; every brand

should focus on different software support system. Most of the people are using

Smartphone at work and it helps them a lot in improving there working performance.

The main feature people want to improve there working performance is tohave full MS

Office access in there Smartphone, and good internet explorer.

Appendices

Questionnaire

PART-A1. What is your age?

a. 18-21b. 22-25c. 26-30d. 31+

2. What is your gender?a. Maleb. Female

3. What is your income level?a. $250-300b. $300-400

c. $400-500d. $500-above

PART-B

4. From how long are you using Smartphone?(if using any)a. 1yearb. 2yearsc. 3yearsd. 4years or above

5. What kind of Smartphone do you own? (if any)a. iPhoneb. Androidc. windowsd. Other

6. How many brands do you know in Smartphone market?a. 1b. 2c. 3d. 4e. More than 4

7. How many Smartphone’s do you own now?a. 1b. 2c. 3d. 4 or more

8. How often have you bought Smartphone in the past?a. Very frequentlyb. Quite frequentlyc. Faird. Quite infrequentlye. Not at all

9. Give ranking to Smartphone on the scale of 1 to 5?

Very poor very gooda. Android 1 2 3 4 5

b. Windows 1 2 3 4 5c. Iphone 1 2 3 4 5d. Others 1 2 3 4 5

10. Why do you want to buy this type of Smartphone? Rank the following factors in order of priority.

a. Brandb. Pricec. Performanced. Qualitye. Designf. Platformg. Valueh. Reputationi. Services

11. How important do you think a brand is when you purchase a Smartphone?a. Very importantb. Importantc. Fair d. Unimportante. Very unimportant

12. Will you switch to other alternative brand if they offer a similar but cheaper Smartphone?a. Very likelyb. likely c. Fairlyd. Unlikely e. Very unlikely

13. Approximately how many hours per day do you spend using your Smartphone? a. Less than 1 hour b. 1-2 hoursc. 2-3 hoursd. 3-4 hourse. 4+ hours

14. Do you use your Smartphone during working hours?a. Yesb. No

15. On a scale of 1 to 10, how often do you use your phone to help you with work? Rarely always1 2 3 4 5 6 7 8 9 10

16. For what purposes do you use your Smartphone the most? Please circle all that apply.a. Textingb. Newsc. Gamesd. Sportse. Weatherf. Shoppingg. Social Networkingh. Video / Moviesi. Music j. Surfing the webk. Productivity (calendars, etc.)

17. How is your satisfaction with your current operating system/platform?a. Very satisfiedb. Satisfiedc. Faird. dissatisfiede. Very dissatisfied

18. Do you have a profile on any of the Social Networking sites? (i.e. Facebook, Twitter, etc.)

a. Yesb. No

19. How do you discover new Apps? Please circle all that apply. a. Searching the App Storeb. Friend / family recommendationc. ITunes, etc.d. Television advertisements e. Apps promoting other Appsf. Magazine advertisements g. Other

20. Which is your favorite application, and why?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

21. What is the main use of Smartphone for you?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

22. How new Smartphone’s can improve working performance?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Code table