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Customer preferences while purchasing Smart phone in India.

ByAmar Girdhar131304Faculty Guide:Prof. Sunita GuruSmart PhonesA mobile phone that performs many of the functions of a computer, typically having a touchscreen interface, Internet access, and an operating system capable of running downloaded apps.Smartphones are cellular phones that combine, but are not limited to; voice, Internet connectivity, and the ability to add local or webbased applications. Refrence : Oxford dictionary The application ofsmartphonetechnology toeconomicandenvironmentalanalysis of building energy conservation strategies by Sergio Leo, Linda Green and Fang Liu .International Journal of Sustainable Energy. Oct2012, Vol. 31 Issue 5, p295-311. 17p.Introduction27 million Smartphone users in urban India9 percent of all mobile users in urban India.

Factors which have a dominating effect on the consumers mindsrelated to the characteristics of the consumer and the features associated with the mobile phones.

Literature Review findingsas both task-oriented and entertainment-oriented.hedonic and utilitarian attitudes

Reference: The Integrated Model of Smartphone Adoption: Hedonic and Utilitarian Value Perceptions of Smartphones Among Korean College Students byHeasun Chun, Hyunjoo Lee, and Daejoong Kim. Cyberpsychology, Behavior, and Social Networking. September 2012, 15(9): 473-479. doi:10.1089/cyber.2012.0140.

Literature Review findingspersonalization ability implies that users achieve diverse benefits with smartphones users decide what a smartphone is to them rather than adopt a given product.

Reference :What a smartphone is to me: understanding user values in using smartphones by Yoonhyuk Jung. Information Systems Journal. Jul 2014, Vol. 24, No. 10.1111/isj.v24.4: 299-321

Literature Review findingsSmartphone adoption was relatively unaffected by perceived ease of use and perceived usefulness.Perceived popularity, perceived price, and ethnicity

Reference :Determining the factors that influence college students' adoption of smartphones By Daejoong Kim, Heasun Chun, Hyunjoo Lee. Journal of the Association for Information Science and Technology. Jan 2014: n/a-n/a

Literature Review findingsit large screen, compared to a small screen, is likely to lead to higher smartphone adoptionboth the utilitarian and hedonic qualities of smartphonesperceived ease of use ofand attitude towardthe device

Reference: Does Screen Size Matter for Smartphones? Utilitarian and Hedonic Effects of Screen Size on Smartphone Adoption by Kim Ki Joon and Sundar S. Shyam. Cyberpsychology, Behavior, and Social Networking. July 2014, 17(7): 466-473. doi:10.1089/cyber.2013.0492ObjectiveTo understand the customer perception and preferences while purchasing a new smartphone in India.

Sub-objectives: To understand customer perception towards smartphone in comparison to the feature phonesTo determine which all factors dominate while purchasing the smartphoneTo understand the motivation behind purchase of a smartphoneTo identify the effective medium for information gathering and buyingTo identify the utility of smartphone and importance of its features for various usageTo identify the positioning of various brands with respect to features

Research GapMost of this researches were not in Indian context.Developed vs. developing nationsDifferent behaviorDifferent utilitiesResearch DesignUniverse : Phone usersConvenience SamplingSample size of 130Survey offline/onlineFactor Analysis, Cluster analysis, Permap, etc

Psychographic profiling28 variables into 10 factors by Factor analysisCluster Analysis K means 2 clustersCluster 1: Artistic and Information SeekerInformation SeekerArtisticPeer group owns Smartphone.Cluster 2: Tech-savvy, Aware and Socially activeFrequent Internet UserVariety SeekerAwareness (Social and Current)Interest in sportsAffinity towards western culture

Premium vs Brand awareness

Perceptual Mapping

Motivation behind purchase

Internet is most effective medium

Most effective medium for buying

Other Findings

Smartphone users have better perception for smartphones over feature phones than feature phone users.Smartphone users give more importance to technical features while considering for suggesting their smartphones to others.

RecommendationsGoogle Nexus should work on brand awareness.Motorola should focus on differentiated features.Sony and HTC should focus on value.Online medium can be used for providing details

LimitationsConvenience sampling.Age group 21-30Upper or upper-medium SECTier 1(Delhi, Mumbai) Tier 2(Ahmedabad, Surat, Baroda) citiesLimited sample size. Skewed towards smartphone

Suggestion for future workLarger and diversified sample size, which would be more representative of the population, may give better results.