How Consumer purchase smartphones and the influencer on buying decision making

1. Study of Consumer Behaviour towards Smartphones
IIEBM, Indus Business School
Subject: Consumer Behaviour
Prepared By
Suvendu Ghorai

2. Objectives of our study
 To understand the need of the consumer towards smartphones
 To understand various factor that influence consumer buying to choose
smartphones
 To study other aspect of consumer behavior towards smartphones

3. Research Methodology
 This study is based on primary research
 Sample Size : 50
 Age Group : 20 – 30 years old
 Sample selection : Simple Random
 Data collection : Primary research with the help of questionnaire
 Place : Bhumkar Chowck, Hinjewadi & Iiebm campus

4. Findings & Analysis
The analysis is given below from the data we have collected by a Questionnaire
Survey
 The gender combination of the sample size
Gender No. of
people
%
Male 35 70%
Female 15 30%
Others 0 0
Total 50 100%
Interpretation: We have selected 50 sample size, among them 70% is male
and 30% is female and 0% is others gender.
70%
30%
0%0%
20%
40%
60%
80%
MALE FEMALE OTHERS
GENDER COMBINATION

5.  Within the sample most of the respondents are students and few others are
like IT professional, Management trainee etc.
1. Do you have a smartphone?
Ans No. %
Yes 48 96%
No 2 4%
Interpretation: With in the sample size 96% people having the
smartphone and only 4% people do not have. So, in this age group most
of people having smartphone.
Having a smartphone
Yes No

6. 2. Which brand you prefer most?
Brand Name No. %
Xiaomi 8 15.1
Lenovo 4 7.5
Apple 7 13.2
Panasonic 1 1.9
ASUS 2 3.8
Moto 8 15.1
HTC 2 3.8
Samsung 9 17.0
Nokia 3 5.7
Micromax 1 1.9
Google Pixel 1 1.9
Vivo 2 3.8
Sony 1 1.9
Goinee 1 1.9
Spice 1 1.9
No specific brand 2 3.8
Interpretation: Most of the people likes, brands are Samsung, Xiaomi,
Moto, Apple, Lenovo etc.
15.1
7.5
13.2
1.9
3.8
15.1
3.8
17.0
5.7
1.9 1.9
3.8
1.9 1.9 1.9
3.8
Brand preferance
%

7. 3. Are You Loyal towards brand or features?
Ans. No. %
Brand 23 45%
Features 28 55%
Interpretation: Although people likes brand but majority consider features
than brand
4. Purpose of buying a smartphone?
Ans. No. %
Necessity 27 49.1
Upgradation 21 38.2
Style 6 10.9
Influence 1 1.8
45%
55%
Smartphones
Brand Features

8. Interpretation: Most of the people are purchase smartphone for necessity
and upgradation
5. How often you buy a smartphone?
Ans. No. %
Every Year 4 8%
Alternate Year 12 24%
Necessity 34 68%
Purpose
Necessity Upgradation
Style Influence

9. Interpretation: Majority people are buy phone at when it is necessary
6. How you gets the information about the phone?
Ans. No. %
Internet 34 57.6
News paper 2 3.4
TV & Radio 4 6.8
Friends &
Peers
19
32.2
8%
24%
68%
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Every Year Alternate Year Necessity
PurchaseFrequent
57.6
3.4
6.8
32.2
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Internet News paper TV & Radio Friends & Peers

10. Interpretation: In the sample, most of the respondents get information from
Internet and friends & peers
7. Do you go through with the reviews of smartphones before buying?
Ans. No. %
Yes 46
No 4
Interpretation: It is showing that almost everyone go through with the
reviews.
8. Who influence the decision making?
Ans. No. %
Friends & Family 28 46.7
Retail Executive 6 10.0
Online Tech Site 13 21.7
Others 13 21.7
92%
8%
Reviews Check
Yes No

11. Interpretation: Friends & Family influence most on decision making.
9. Who makes the purchase decision?
Ans. No. %
Own 48 96%
Others 2 4%
Interpretation: Almost everyone makes purchase decision by their own
0 10 20 30 40 50
Friends & Family
Retail Executive
Online Tech Site
Others
Influencer on Decision Making
96%
4% Purchase decision
Own Others

12. 10. Which price range of smartphone you wish to buy?
Range No. %
Low(Below-5k) 2 3.9
Budget(5k-10k) 11 21.6
Mid(10k-18k) 25 49.0
High(18k-35k) 7 13.7
Premium(Above- 35k) 6 11.8
Interpretation: In this sample majority are wish to buy Mid-range (10k-18k) of
smartphones.
11. From where you buy phone?
Ans. No. %
Online 25 44.6
Offline `31 55.4
0 10 20 30 40 50 60
Low(Below-5k)
Budget(5k-10k)
Mid(10k-18k)
High(18k-35k)
Premium(Above- 35k)
Smartphone Range

13. Interpretation: People are willing to buy online and offline also, but online
stores are more preferable
12. How do you make payment?
Payment Mood No. %
Cash 28 50.9
Debit or Credit Card 24 43.6
E-Payments 2 3.6
EMI 1 1.8
44.6
55.4
Stores
Online Offline
50.943.6
3.6
1.8 Payments Mood
Cash Debit or Credit Card E-Payments EMI

14. Interpretation: Most of respondents are use cash and debit & credit cards
for payments.
13.Which feature you mostly consider before buying?
Features No. %
Camera 25 26.6
Display & look 21 22.3
Battery 17 18.1
Processor & Memory 31 33.0
Interpretation: People are consider all the four parameters before buying
phone.
14. How do you use your smartphone?
Ans. No. %
Roughly 6 12
High 20 40
Moderate 22 44
Low 2 4
26.6
22.3
18.1
33
0
5
10
15
20
25
30
35
Camera Display & look Battery Processor &
Memory
Features

15. Interpretation: Majority of the user use at moderate and then high level
15. What is your perception about your smartphone?
Perception No. %
Value for Money 27 50.0
Useful 26 48.1
Only available alternatives 1 1.9
Not worth of money 0 0.0
Interpretation: The most users have perception about smartphone is Value
for money & Useful.
12
40
44
4
Use of smartphone
Roughly High Moderate Low
50
48.1
1.9
0
0 10 20 30 40 50 60
Value for Money
Useful
Only available alternatives
Not worth of money
Perception about smartphone

16. 16. How do you divest your smartphone?
Ans. No. %
Resale 19 38
Exchange 12 24
Spare 19 38
Interpretation: Majority of the respondents are either resale or spare their
smartphones, others go for exchange.
38
24
38
Divestment
Resale Exchange Spare