CONSUMER BEHAVIOUR TOWARDS SMARTPHONES w.r.t to INDIAN MARKET

CONSUMER BEHAVIOUR TOWARDS SMARTPHONES

By,Mario AllenCrystal GeorgeNayan M AthreyaRonny PhilipAfzin NavasIntroductionIndian MarketsResearch Objectives(Specific)Research methodologyData analysis & InterpretationLimitationsFindingsRecommendationsAgenda

IBM Simon Considered to be the first smartphone.Utilized cellular technology.Created by IBM.Increasing trend in Smartphone usage.Aim: Consumer buying behavior of smartphone. Factors : Social factorsPersonal Factors

IntroductionIndia -2nd largest mobile handset market.Indian Smartphone market depends on :PriceStabilityFeaturesStyleIncome Extreme growth in Internet & Broadband services.Several promotions from different sellers.Market share of international brands are decreasing.

Indian Markets

Indian market Overview

Market Share of Smartphone Brands

Quarter 3 of 2013 vs. Quarter 2 of 2014To analyze theoretical implication of smart phone brands.To study the effect on purchasing decisions.To study the consumer preference for brands.To study the external and internal motivation towards purchasing a smartphone.To study the effective source of information.Research Objectives(Specific)Type of research: Descriptive researchSources of data:- Primary data: Questionnaire method.- Secondary data: Online sources.Sampling method: Convenience samplingSample size: 41 respondentsStatistical Tools :Pie ChartsTablesPercentage analysis

Research methodology

Confined to the Indian market.Confined to limited samplingOnline survey.Validity of the data collected.

LimitationsDEMOGRAPHICS

DEMOGRAPHICS

Very Dissatisfied- 4.88%Dissatisfied- 7.32%Neutral- 17.07%Satisfied- 56.10%Very Satisfied- 14.63%

Reasons for purchaseMulti-tasking- 36.59%Work Purpose-12.2%Status-2.44%Features- 43.3 %Others-4.88%New in trendEasy to useInstant accessConnectivity

13Preference of BrandsBrand Switch

Very Unimportant-9.76%Unimportant-2.44%Neutral-24.39%Important-41.46%Very important-21.95%Importance of Brand

Ratings towards FeaturesPreference of features when deciding to buy a phone.

Degree of Influence buying a smartphone

Family/Friends- 43.90%Income- 51.28%Quality- 80%Technical aspects- 71.79%Promotional offers- 48.72%Availability of product- 62.50After sales service- 67.57%Price range of brands Source of information56.1% of the respondents were the 18-24 age category.56.10 % of the respondents were satisfied with the current smartphone they have.Status was considered as the least reason for purchasing a smartphone.Features (43.3%) were the primary reason.Samsung(29.27%)was the most preferred brand.63.31% wanted to switch brands.85% felt the performance was important when purchasing a smartphone 71.05% was influenced by the technical aspects when purchasing a smartphone.36.6 % would buy smartphone ranging from 10-20k.Majority of the respondents feel Internet advertising is a good source of information.

FindingsShould focus on product quality & brand image.Should spend more on advertisements and promotions.Launch good quality smartphone for lower income groups.Brand Loyalty can be be improved.Increase internet advertising.

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