CUSTOMER SATISFACTION AND BRAND PREFERENCE OF

SMARTPHONES IN DHANGADHI CITY

BY
Nabin Karki
Symbol Number: 23922/19
TU Registration Number: 7-2-0327-1596-2019

A Summer Project Report Submitted to

Faculty of Management, Tribhuvan University
In partial fulfillment of the requirements for the degree of
Bachelor of Business Administration

At
Kailali Multiple Campus
Tribhuvan University

Kailali, Dhangadhi
April, 2024
 DECLARATION

This is to declare that I have completed the Summer Project entitled” Customer
Satisfaction and Brand Preference of Smartphones in Dhangadhi City” under the
guidance of Associate Professor Dr Shiba Prasad Sapkota in partial fulfilment of the
requirements for the degree of Bachelor of Business Administration at Faculty of
Management, Tribhuvan University. This is my original work and I have not
submitted it earlier elsewhere.

.......... .....
Nabin Karki
Date: April 2024

ii
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the summer project entitled “CUSTOMER SATISFACTION

AND BRAND PREFERENCE OF SMARTPHONES DHANGADHI CITY” is an
academic work done by “Nabin Karki” submitted in the partial fulfillment of the
requirements for the degree of Bachelor of Business Administration at Faculty of
Management, Tribhuvan University under my guidance and supervision. To the best
of my knowledge, the information presented by him in the summer project report has
not been submitted earlier.

_____________________

Signature of the Supervisor

Shiba Prasad Sapkota

Associate Professor

April, 2024

iii
 ACKNOWLEDGEMENTS

In the course of preparation of this project, I have been helped by a number of people
whose assistance and guidance have made this project work report possible. I hope
that this project will serve as a useful reference material for all students who wants to
do research on similar topic or the same topic.

I would like to express my sincere thanks to my instructor Shiba Prasad Sapkota for
his valuable guidance, advice and continuous encouragement which proved very
helpful in completing this project. I would like to show my gratitude to Kailali
Multiple Campus for giving me an opportunity to explore my abilities via this project.

I would like to express my sincere thanks to my family, friends and well-wishers for
their immense support throughout the project. The primary data provided by them
have contributed towards making this project as comprehensive as possible.

Thank You.

iv
 TABLE OF CONTENTS

TITLE PAGE
DECLARATION................................................................................................................ii

CERTIFICATE FROM THE SUPERVISOR....................................................................iii

ACKNOWLEDGEMENT..................................................................................................iv

TABLE OF CONTENTS...................................................................................................iv

LIST OF TABLES............................................................................................................vii

LIST OF FIGURES..........................................................................................................viii

LIST OF ABBERVIATIONS............................................................................................ix

EXECUTIVE SUMMARY.................................................................................................x

CHAPTER I INTRODUCTION....................................................................................1-10

1.1 Context Information...................................................................................................1

1.2 Purpose of the Study..................................................................................................4

1.3 Significance of the Study...........................................................................................5

1.4 Literature Survey.......................................................................................................5

1.5 Research Methodology..............................................................................................8

1.5.1 Research Design.................................................................................................8

1.5.2 Sources of Data...................................................................................................9

1.5.3 Population and Sample.......................................................................................9

1.5.4 Data Collection Instrument.................................................................................9

1.5.5 Data Analysis Tools............................................................................................9

1.6 Limitations of the Study..........................................................................................10

1.7 Conceptual Framework............................................................................................10

CHAPTER IIDATA PRESENTATION AND ANALYSIS........................................11-27

2.1 Respondent Information..........................................................................................11

2.1.1. Data Presentation based on Gender of Respondents.......................................12

v
 2.1.2. Data Presentation based on Age group of the Respondents...........................13

2.1.3 Data Presentation based on Monthly Family Income of Respondents.............14

2.1.4 Data presentation based on Mobile Phone Brand of Respondents...................15

2.1.5 Data Presentation based on Price Range of Respondent’s Smartphone...........15

2.2 Data Presentation and Analysis...............................................................................17

2.2.1 Reasons for Choosing Current Smartphone over Other Brands.......................17

2.2.2 Analysis of Best Attribute of Current Smartphone...........................................20

2.2.3 Respondent’s Response of Satisfaction towards their Current Smartphone

...................................................................................................................................21

2.2.4 Preference of Other Smartphone Brand over Current Brand............................22

2.2.5 Factor of Satisfaction........................................................................................23

2.3 Findings and Discussions:.......................................................................................25

2.3.1 Respondents Profile:.........................................................................................26

2.3.2 Opinion of the Respondents:............................................................................26

CHAPTER III CONCLUSION AND ACTION IMPLICATIONS.............................29-31

3.1 Conclusion...............................................................................................................29

3.2 Action Implications.................................................................................................30

3.2.1 Implications for Company................................................................................30

3.2.2 Implications for Future Research......................................................................31

REFERENCES

APPENDIX

vi
 LIST OF TABLES

Table 1: Gender of the Respondent………………..……….………………............13

Table 2: Age Group of the Respondent……………………….………………….…14

Table 3: Monthly Family Income of the Respondent ………………………………15

Table 4: Current Smartphone Brand of the Respondent ……………………………16

Table 5: Smartphone Price Range of the Respondent ……………………….………17

Table 6: Reasons for Choosing Current Smartphone ……………………………….18

Table 7: Best Attribute of the Current Smartphone ……………………….……….20

Table 8: Satisfaction towards Current Smartphone ……………………….…………22

Table 9: Preference of Other Smartphone Brands………………………………….23

Table 10: Factors of Satisfaction ……………………….……………………………24

vii
 LIST OF FIGURES

Figure 1: Gender of the Respondent …………………………...……………………13

Figure 2: Age Group of the Respondent ……………………………………….….14

Figure 3: Monthly Family Income of the Respondent ………………………...……15

Figure 4: Current Smartphone Brand of the Respondent ………………………..….16

Figure 5: Smartphone Price Range of the Respondent …………………………..….17

Figure 6: Satisfaction Towards Current Smartphone ……………………….....……22

Figure 7: Preference of Other Smartphone Brand ………………………..…………23

viii
 LIST OF ABBERVIATIONS

CSI Customer Satisfaction Index

GPS Global Positioning System
GSM Global System for Mobile
HTC High Tech Computer
i.e. That is
iOS IPhone Operating System
LG Life’s good
NTC Nepal Telecom
PDA Personal Digital Assistant
UTL United Telecom Limited

ix
 EXECUTIVE SUMMARY

The main purpose behind of this study is to find out the customer satisfaction level
and preference of smartphones. As we all know that customers are regarded as the
king of business institution, any business to run in long run needs to maintain the high
degree of customer satisfaction. In the context of Nepal, smartphone business is one
of the emerging sectors. Emerging in a sense that all smartphone brands provide
identical services and there is not any difference in services provided by the brands
and hence the customers can easily change their smartphone brands if they are
dissatisfied with the service. So, smartphone brands need to know about the likes and
dislikes of customers on particular service and also the level of customer satisfaction
on each service.

This research is conducted to find the degree of satisfaction and also to find out the
likes and dislikes of the particular service. Descriptive research design was used that
includes survey and personal interview of respondents. For this purpose, a
questionnaire was distributed to the respondents and they were asked to disclose their
opinion. Standard questionnaire was designed using 5-point Likert Scale,
demographic nominal data and multiple-choice scales. The findings of the research
conclude that the customers were neither satisfied nor dissatisfied with the service
provided by various smartphones available in Dhangadhi City. Another conclusion
can be drawn as the customers satisfaction level varies on the type of services. It can
be said that customers agree with the fact that the mobile phone should have better
outlook, better battery backup, better camera and reasonable price. So, to attract these
customers, various offers and discounts should be used as a promotional strategy by
mobile brands.

So, the findings of this research would also provide insight to mobile brands about
how they should target customers and use different promotional campaigns to attract
them. Likewise, the findings of brand attribute preference can help marketers to make
decision regarding which model of their mobile brands would be suitable for the
customers and increase their performance in the market by increasing the level of
customer satisfaction of people of Dhangadhi

x
 CHAPTER I

INTRODUCTION

1.1 Context Information

Customer satisfaction refers to the extent to which customers are happy and delighted
with the products and services provided by a business. In other words, satisfaction is
the state of mind felt by a person who experienced a performance of product or
service that has fulfilled his or her expectations. Satisfaction is thus a combination of
relative level of expectations and perceived performance. Customer Satisfaction with
a purchase depends on the product and service real performance relative to customer
expectations. A customer might experience various degrees of satisfaction, if
product/service’s actual performance short of expectations, the customer is
dissatisfied. If performance of product and services matches expectations the
Customer is satisfied. The level of satisfaction can also vary depending on other
options the customer may have and other substitute’s available against which the
customer can compare the organization’s products.

Expectations are unavoidable part of purchase decision of customers. Every time a

customer makes a purchase, there are certain inbuilt expectations. Satisfaction results
when those expectations are met. Customer satisfaction research allows the
identification of the strengths and weaknesses of a company as perceived by
customers, as well as the definition of the area most highly valued by customers.
Moreover, it allows a focus on improving the quality of services/products, expanding
the product mix and tailoring the products to customers’ expectations. (Customer
satisfaction, 2019)

Brand preference reflects a desire to use a particular company's products or services,

even when there are equally priced and equally-available alternatives. In fact, more
often than not, brand preference indicates a desire to seek out a specific product or
service, even when it requires paying more or expending more effort to obtain it.
Brand preference is important to companies because it provides an indicator of their

1
customers' loyalty, the success of their marketing tactics, and the strength of their
respective brands. (Brand Preference: Defination and Explanation, 2015)

Smartphone is a mobile device which is more than merely make and receives phone
calls, text messages, and voice mail. The basic feature of a Smartphone is able to
access to the internet and digital media such as picture, music and videos. In the
present ever changing technological world, using smart phones have become very
popular among consumers specially students and young professional because of its
distinctive features which are not available in ordinary mobile phone. The young
adults identify the device to be an important instrument as it contributes positively to
their academic pursuit, as well as update their social status. The booming mobile
telecommunication sector has been an exceptional factor for economic growth in both
developed and developing markets. It has been one of the important aspects for the
development of information technology. Various businesses like hotels, services,
travel and tourism, airlines, and many more has been positively influenced by the use
of mobile phones which flourished their businesses. Thus, mobile services have
become an indispensable part for the direct impact on the function of economy.

The history of mobile phone usage in Nepal dates back to 1999 when NTC started
providing GSM mobile service from May 1999. Mobile phones have emerged as an
important means for communication in Nepal. Its role has been significant in the
development of various industries of Nepal. Mobile phones were considered as means
of pleasure and luxury some years back, but today it has become the need of almost
all people in Nepal for business purposes, convenience as well as for maintaining
one's status in the society. At the beginning when NTC started its GSM mobile
service with postpaid service then there were very few mobile phone users that also in
Kathmandu valley only. Later NTC started prepaid service and distributed more than
one lakh sim cards. It also improved its network services throughout the country
which increased the mobile users in Nepal. Queue were started to be seen outside
Nepal telecom's offices for sim card which showed the mobile phone popularity
across Nepal. With evolution of other mobile telecommunication service providers
like NCELL and UTL, today, almost every adult in Nepal possesses a mobile phone
of and each individual's mobile phone varies in model and brand from the others.

Different Brands of mobile Phones available in Nepal

2
There are many brands of cell phones available in Nepalese market. So far, as
contemporary brands of cell phones or mobile phones is concerned in Nepalese
market, Samsung, IPhone, Xiaomi, Oppo, Oneplus, LG, Oppo, Vivo and so on are
seen to exist in the competitive market. Xiaomi, Samsung, and IPhone have secured
prominent position in the Nepalese market. With the strong presence of these brands,
many other brands which also exist in the market are facing hard times and the brand
war among these leading mobile brands has provided the Nepalese market with better
mobile sets and variety of features.

Xiaomi

Xiaomi Corporation is a Chinese electronics company that was founded in April 2010
by Lei Jun and a group of entrepreneurs. Xiaomi is one of the leading tech companies
not only manufactures smartphones but also different varieties of smart home
products like the laptop, air purifier, Bluetooth speakers, electric bike and more. The
company's smartphones run on the Android operating system with Xiaomi's own
custom user interface called MIUI. . Xiaomi has entered in Nepal with their Mi brand
of smartphones. They offer the latest in Mi series of smartphones graduating to Redmi
series, Poco series, Note series.

Samsung

Samsung offers a wide selection of powerful and stylish internet-ready Smartphones,

which include Android, Bada and Windows mobile devices. It has increased its
market share in Nepalese market due to its affordable range of prices and android
applications. It is mostly popular among the youngsters of Nepal.

IPhone

The IPhone is a line of smart phones which is designed and marketed by Apple Inc. It
runs Apple's iOS mobile operating system, known as the "IPhone OS". In the recent
years it has gained huge popularity worldwide. In Nepal also IPhone has captured a
huge market especially of the higher income group. It has thus threatened established
brands sales such as that of Nokia and Samsung in Nepali market as well as
worldwide.

3
Oppo

Oppo is a well-known Chinese smartphone manufacturer that has a presence in

various countries, including Nepal. Oppo is recognized for producing smartphones
with a focus on camera technology and innovative features. Oppo offers a range of
smartphones catering to different market segments, including budget, mid-range, and
flagship categories. Popular Oppo series include the Find series, Reno series, and A
series.

Oneplus

OnePlus has been actively offering its smartphones in Nepal. OnePlus is a Chinese
smartphone manufacturer known for producing high-quality devices with premium
specifications at competitive prices. OnePlus has a range of smartphones, including
flagship models like the OnePlus 9, OnePlus 9 Pro, and OnePlus 9R. The company is
also known for its "T" series, which represents incremental upgrades to the main
flagship models.

1.2 Purpose of the Study

Since, there are many mobile phone brands available in the market and to know about
customer satisfaction of smartphone brands used by people in Dhangadhi and to know
the purpose of usage of mobile phone by them, I have chosen Customer Satisfaction
on Smartphones in Dhangadhi as my research topic and the main purpose of the study
are:

i. To know the satisfaction level of customers towards smartphones.

ii. To identify the smartphone brand used by respondents.
iii. To determine the preferences of smart phone brands by customer.
iv. To identify the factors considered by respondent in smartphone.

4
1.3 Significance of the Study
The main purpose of the survey is to know the customer satisfaction and brand
preference of smartphones in Dhangadhi city. This study is focused on assessing the
customers in terms of "customer satisfaction". This study will be significant in the
following grounds.

i. This research study helps in providing data on smartphone preference

among customers of Dhangadhi.

ii. The findings of the study might be helpful to formulate plans and policies
regarding improving the facilities provided by the smartphones.

iii. It will give information about level of customer involvement in searching

best smartphones to marketers.

It will be a valuable reference for scholars and researchers to conduct further similar
research

1.4 Literature Survey

For the research, various literatures were reviewed that were relevant in gathering
information.

J. Pakola, M. Pietila and R. Svento12 (2003) in their article titled, “An Investigation
of Customer Behavior in Mobile Phone Markets in Finland” have indicated that price
and properties are the major influential factors affecting the purchase of a new mobile
phone, whereas audibility, price and friends are regarded as the most important in
choice of the mobile phone operators. Customers have certain amount of self-
knowledge about telephone features, connection fee, access cost, mobile-to-mobile
phone rates, call rates and free calls which are related to mobile phone purchasing
respondents. He has stated that customers with prior experience about a product can
be able predict their choices relatively well but tend to overestimate the importance of
a monthly access fee, mobile-to-mobile rates and connection fees.

Heikki Karjaluoto, Jari Karvonen et al, (2005), had analyzed that Mobile 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 consumer buying
decision process and cast light on the factors that finally determine consumer choices

5
between different mobile phone brands. On this basis, this research deals with
consumers’ choice criteria in mobile phone markets by studying factors that influence
intention to acquire new mobile phones on one hand and factors that influence on
mobile phone change on the other are some general factors that seem to guide the
choices. The two studies show that while technical problems are the basic reason to
change mobile phone among students; price, brand, interface, and properties are the
most influential factors affecting the actual choice between brands.
Serkan Aydin, GorhanOzer, Omer Arasil, (2005)had focused onto measure the Effects
of customer satisfaction and trust on customer loyalty, and the direct and indirect
effect of “switching cost” on customer loyalty. The findings of this study show that
the switching cost factor directly affects loyalty, and has a moderator effect on both
customer satisfaction and trust.

The paper of Park BW., Lee K.C. (2011) does a pilot study to analyze the effects of
user experience and device characteristic on the customer satisfaction of smartphone
users. People do not want to just call other people any more by using a cellular phone;
they want to connect to the Internet and use various applications like they do with a
personal computer. Hence, cellular phones need to become smart. A smartphone has
an operating system and many applications. Therefore, it is more difficult to use than
previous cellular phones. Therefore, smartphone users are stressed as they confront
problems while using smartphones. In this study, we analyzed the effects of the
smartphone experience, including phone stress and enjoyment, and device
characteristics on customer satisfaction. Questionnaires of thirty-three valid
respondents in South Korea were analyzed with regression analysis. The results were
that smartphone stress and enjoyment do not affect customer satisfaction. However,
instant connectivity is an important factor regarding customer satisfaction. In addition,
female customers are not satisfied with smartphones compared with male customers.
These results are based on a pilot study, and will be corroborated using more data.

Another research paper of Gerogiannis, V. C., Papadopoulou, S., Papageorgiou, E. I.

(2012) identifies factors of customer satisfaction from smartphones. Smartphones
have gained growing popularity as communication tools that provide “smart”
functionalities of cellular phones and Personal Digital Assistant devices. Smartphones
are becoming an integral part of users’ everyday life, since they are not just simple

6
and friendly communication devices but also means for connecting the Internet, using
various software applications as well as they provide ways for expressing the user
lifestyle through a variety of modes. The purpose of this study is to investigate the
factors affecting customer satisfaction from a smartphone and identify how these
factors relate to each other. To achieve this objective, we have applied a Fuzzy
Cognitive Map approach that provided an informative qualitative model showing both
positive and negative causal relationships between the factors which influence the
smartphone user’s overall satisfaction.

Nasr Azad; Maryam Safaei (2012) states that there are many evidences to believe that
customers select their products based on brand name. Products also maintain their
own
Characteristics, which make them differentiable from others. In this paper, researchers
have present an empirical study to determine important factors influencing customers'
purchasing intend for cellular phones in capital city of Iran, Tehran. The results of the
study show that there are some positive relationships between exclusive name and
quality perception, between exclusive name and word of mouth advertisement,
between quality perception and fidelity, between word-of-mouth advertisement and
brand name and between brand name image and brand name.

The research paper of Dong-Hee Shin. (2014) measures the quality of smartphones.
The goal of this study was to propose a customer satisfaction index (CSI) model for
smartphones and to measure the CSI to derive practical implications for providers and
offer suggestions related to the improvement of service. Using user experience data,
the CSI model and its hypotheses were tested through structural equation model
analysis and index calculation. The findings indicate that perceived value and
customer satisfaction are two significant variables that mediate the relationship
between quality and customer loyalty. The proposed model has strong explanatory
power with satisfactory reliability and validity. The results of the study provide
heuristic information for the smart industry and policy-makers in forging effective
policies and competitive strategies for smartphone services. The smartphone CSI
model also establishes the foundation of a powerful tool for quality assessment of
future smart service categories.

7
Dr. T. N. R. kavitha and Mr. R. Mohana Sundaram (2014) their study entitled “A
Study on Customer Satisfaction towards Samsung Mobile Phone in Erode City”. This
paper carried out with an objective to determine the consumer preference and
satisfaction. This paper concentrated on one particular mobile phone brand called
Samsung and its price, quality, color, and satisfaction level.

1.5 Research Methodology

The main purpose of study is to find out the mobile brand preferences of respondents
inside Dhangadhi City from various gender, age, income level. Exploratory research
was carried out to achieve this purpose. The research is quantitative in nature. The
data collected is analyzed statistically to interpret findings and results. Primary as well
as secondary sources are used. For primary sources of data, questionnaire was used.
For secondary data, various sources like internet, books, and journals are used

1.5.1 Research Design

A research design is the planned specification of methods and procedures for

acquiring the information needed to structure to solve the problems. The research
design used in this study are descriptive. Descriptive research is used to describe
characteristics of a population or phenomenon being studied. It does not answer
questions about how/when/why the characteristics occurred. Rather it addresses the
"what" question. The characteristics used to describe the situation or population are
usually some kinds of categorical scheme also known as descriptive categories. For
example, the periodic table categorizes the elements. Scientists use knowledge about
the nature of electrons, protons and neutrons to devise this categorical scheme. We
now take for granted the periodic table, yet it took descriptive research to devise it.
Descriptive research generally precedes explanatory research. For example, over time
the periodic table’s description of the elements allowed scientists to explain chemical
reaction and make sound prediction when elements were combined. The description is
used for frequencies, averages and other statistical calculations. Often the best
approach, prior to writing descriptive research, is to conduct a survey investigation.
Qualitative research often has the aim of description and researchers may follow-up
with examinations of why the observations exist and what the implications of the
findings are. This research work includes survey and fact-finding enquiries to fulfill

8
different objectives. Structured questionnaire will be used to gather the information
through primary sources.

9
1.5.2 Sources of Data
Primary data are used. Primary data are collected through questionnaire method.
Questionnaire are distributed to respondents to collect the data from them.

1.5.3 Population and Sample

The population for this study is comprised of people who possess a smartphone and
reside in the Dhangadhi during the period of research. Convenience sampling methods
will be used in this research work. Convenience sampling (also known as availability
sampling) is a specific type of non-probability sampling method that relies on data
collection from population members who are conveniently available to participate in
study. Facebook polls or questions can be mentioned as a popular example for
convenience sampling. In this study, customer is the single sampling segment. To
gather the primary information on customer satisfaction on smartphones,
questionnaire survey was conducted with 100 respondents.

1.5.4 Data Collection Instrument

This research is based on primary data which was collected with the help of structured
questionnaire. It contains a rigid set of questions and the respondents were asked to
answer the question. Data were collected using a survey Questionnaire containing:

i. Rank order question

ii. Closed ended questions

iii. Likert scale questions

iv. Respondents’ personal information.

1.5.5 Data Analysis Tools

This includes the tools used for analysis of the data collected. After the data are
properly collected and presented, data analysis will be conducted. Simple statistical
tool will be used are as:
i. Pie-chart
ii. Bar –diagram
iii. Tables
iv. Measures of central tendency

10
1.6 Limitations of the Study
The research will have the following limitations:

i. The research has been prepared in a span of one month and thus there was
limited time for conducting the research and literature review.

ii. Only primary data are used in this study.

iii. The research is based on the sample size of 100 and mainly quantitative
measure was taken to measure the customer satisfaction on smartphones.

iv. Opinions of respondents have been taken as a sense of truth which may not
be correct.

1.7 Conceptual Framework

A conceptual framework can be defined as a theoretical structure of assumptions,
principles, and rules that holds together the ideas comprising a broad concept. The
framework is supposed to help the readers make logical sense of the relationships of
the variables/ factors/ themes that have been deemed relevant to the research problem.
It presents the relationship between dependent and independent variables that helps to
develop hypothesis. The figure shows the theoretical framework of the study. The
dependent variable of this study is the customer satisfaction and the independent
variable of the study are price of smartphone, monthly family income, features of
smartphone and age and gender of the respondent and facilities provided by the
smartphone company.

Independent Variable Dependent Variable

Price Customer Satisfaction on
Income Smartphones.
Features
Age
Facilities

11
 CHAPTER II

DATA PRESENTATION AND ANALYSIS

Data analysis is the process of developing answers to questions through the

examination and interpretation of data. The justification of any project work is done
on the basis of analysis and presentation of facts. The conclusion and
recommendation are valid when drawn based on the data collected, analysed and
interpreted. The objective of this chapter is to discuss and present the research’s
findings. Moreover, analysis and discussion would help the researcher to draw
conclusion about customer satisfaction on smartphones in the Dhangadhi City and
make recommendation in the next chapter.

The study was focused to know the customer satisfaction and brand preference of
smartphones in Dhangadhi City. This study employs the various statistical tools and
techniques in order to know the customer satisfaction on smartphones. For this
purpose, required primary data was collected through the structured questionnaire and
analysed in a systematic way to find out the appropriate result.

In this research, questionnaire was developed and distributed to the 100 sample
respondents to get the information about the customer satisfaction on smartphones.
All the respondents were inquired in advance about their interest in participating in
the survey at the time of collecting the data. The responses received from the
participant have been arranged, tabulated and analysed in order to facilitate the
descriptive analysis of the study. This chapter is all about the empirical investigation
during the study.

2.1 Respondent Information

Respondent were randomly selected from total population using convenient sampling
method to obtain the required information for the research. Respondent’s profile is
shown below on the basis of different traits: gender, family monthly income, current
mobile phone and price range of mobile phone.

12
2.1.1. Data Presentation based on Gender of Respondents
The following table and chart indicate the gender of respondents involved in this
study.

Table 1: Gender of the Respondent

Gender Number of respondents Percentage (%)

Male 58 58%
Female 42 42%
Total 100 100%
(Source: Survey 2024)

Gender

male
Female
Female
42%
male
58%

Figure 1: Gender of the respondent

According to the table 1 and figure 1, we can find out that 58% of total respondents
(58 out of 100 respondents) are male and 42% of total respondents (42 out of 100
respondents) are female. All the respondent are the smartphone users and they are
participating in the survey. It shows that males are more interested in using a
smartphone than females

13
2.1.2. Data Presentation based on Agegroup of the Respondents
The following table and chart indicate the age of respondents involved in this study.

Table 2: Age group of the Respondents

Age Number of respondents Percentage (%)

0-10 0 0%
10-19 14 14%
20-29 78 78%
30-39 2 2%
40 and above 6 6%
Total 100 100%
(Source: Survey 2024)

Age group
90

80

70

60

50

40

30

20

10

0
0-10 10-19 20-29 30-39 40-above

Figure 2: Age group of the Respondents

According to table 2 and figure 2, the majority of the smartphone users (78 out of
100) fall into the age group of 20-29 (i.e. 78%). The age group of less than 10 years
had no users. 14% of the total respondents (14 out of 100) belong to the age group of
10-19 and 2% of the users (2 out of 100) belong to the age group of 30-39. The
remaining 6% of the users (6 out of 100) belong to the age group of 40 and above.

14
2.1.3 Data Presentation based on Monthly Family Income of Respondents

Family income of respondent highly determine the level of usage of smartphones. A

respondent with high family income usually choses high priced and best mobile
phones and the respondent with low family income usually choses low priced mobile
phones. The following table and chart indicate the monthly family income of
respondents involved in this study.

Table 3: Monthly Family Income of Respondents

Monthly family income Number of respondents Percentage (%)

Less than Rs.25,000 26 26%
Rs.25,000-Rs.50,000 52 52%
Rs.50,000 and above 22 22%
Total 100 100%
(Source: Survey 2024)

Monthy income
60

50

40

30

20

10

0
less than Rs.25000 Rs. 25000-Rs.50000 Above 50000

Figure 3: Monthly Family Income of Respondents

According to table 3 and figure 3, 26 (26%) respondents monthly family income is

less than Rs.25, 000. Also 52 (52%) respondents monthly family income is between
Rs.25, 000 and Rs.50,000 and finally 22 (22%) respondents monthly family income is
above Rs.50,000.

15
2.1.4 Data presentation based on Mobile Phone Brand of Respondents
Brand of smartphones carried currently by the respondent is very essential to
understand the customer satisfaction. The following table and chart indicate the
current smartphone brand carried by respondents involved in this study.

Table 4: Current Smartphone Brand of Respondents

Mobile phone brand Number of respondents Percentage (%)

IPhone 14 14%
Samsung 16 16%
Xiaomi 44 44%
One Plus 4 4%
Oppo 8 8%
Others 14 14%
Total 100 100%
(Source: Survey 2024)

NO of respondesnts
50
45
40
35
30
25
20
15
10
5
0
Iphone Samsung Xiaomi One Plus Oppo Others

NO of respondesnts

Figure 4: Current Smartphone Brand of Respondents

By analyzing table 4 and figure 4, we come to know that the most used smartphone
brand in Dhangadhi is Xiaomi with 44 respondents i.e.44% and after Xiaomi,

16
Samsung is used by 16 respondents i.e. 16%. IPhone is being used by 14 people i.e.,
14%, One Plus is being by 4 people i.e. 4%, Oppo is being used by 8 of total
respondents i.e. 8% and remaining 14% use other smartphone brands (1 respondent
i.e.1% uses Motorola, 4 respondent i.e. 4% uses HTC, 3 respondents i.e. 3% uses
Oppo, 3 respondents i.e. 3% uses Gionee, 1 respondent i.e. 1% uses LG and 2
respondents i.e. 2 % uses Blackberry).

2.1.5 Data Presentation based on Price Range of Respondent’s Smartphone

Smartphones are of different quality depending upon the features and different
hardware composed. Price range differs due to different features and inbuilt materials
composed by it. Price range affect the purchasing capacity of an individual. The
following table and chart indicate the price range of current smartphones carried by
respondents involved in this study.

Table 5: Smartphone Price Range of Respondents

Price range Number of respondents Percentage (%)

Below Rs.10,000 0 0%
Rs.10,000-Rs.20,000 30 30%
Rs.20,000-Rs.30,000 38 38%
Rs.30,000 and above 32 32%
Total 100 100%

(Source: Survey 2024)

17
 Number of respondents on the basis of price range
40
35
30
25
20
15
10
5
0
Below Rs. Rs. 10000-Rs. Rs. 20000-Rs. Above 30000
10000 20000 30000

Figure .5: Smartphone Price Range of Respondents

Table 5 and figure 5 indicates that the respondents whose phone price range is below
Rs.10,000 is 0 respondent i.e., 0% and the respondents whose phone price range is
between Rs.10,000 and Rs.20,000 is 30 i.e.30%. The respondents whose phone price
range is between Rs.20000 and Rs.30,000 is 38 i.e., 38%. Also, we can find out that
the respondents having mobile phone with price range Rs.30,000 and above is 32 i.e.
32%. From this we can say that most of the respondents prefer phones with price
range of Rs.20000-Rs.30000.

2.2 Data Presentation and Analysis

The data gathered from the primary source are analyzed by using excel and is
presented using Bar diagram and Pie chart for further interpretation of responses. The
result derived on the basis of major findings that are drawn by analysis of the data
collected from structured questionnaire.

2.2.1 Reasons for Choosing Current Smartphone over Other Brands

Individuals have different choices, choice of one individual differ from one another.
The choice of smartphone brand by one individual easily differs from other. The
analysis of reasons of choosing current smartphone brand over other brands is done
on rank basis. Rank 5 is given to highest motivating and rank 1 to least motivating
reason.

18
Table 6: Reasons for Choosing Current Smartphone

Reasons Ranks of reason Weighted

Details Rank Rank Rank Rank Rank Total average
1 2 3 4 5
Better Count 0 2 12 28 58 100 4.42
features % 0% 2% 12% 28% 58% 100%
Reasonable Count 7 9 14 38 32 100 3.79
price % 7% 9% 14% 38% 32% 100%
Better Count 28 30 25 15 2 100 2.33
outlook % 28% 30% 25% 15% 2% 100%
Catchy Count 44 30 23 3 0 100 1.85
advertisement % 44% 30% 23% 3% 0% 100%
After sale Count 21 29 26 16 8 100 2.35
services % 21% 29% 26% 16% 8% 100%
provided by
the brand
Total Count 100 100 100 100 100 100 2.948
% 100% 100% 100% 100% 100% 100%

The table 6 shows the reasons for choosing smartphone by the respondent. The
parameters for choosing the smartphone brand are better features, reasonable price,
better outlook, catchy advertisement and after sale services provided by the
smartphone company.

The study found out that 58% of respondents i.e. 58 respondents tends to purchase the
smartphone because of better phone features by giving it number 5 rank. No
respondent gave Rank 1 to this reason. It means that no respondent would purchase
the smartphone without looking its features.

The mean value of this reason is 4.42.

Again, the study found out that respondents gave more rank 4 to reasonable price than
other ranks with 38% i.e.38 respondents. Respondents gave rank 5 after rank 4 with
32% respondents. The respondents gave 14% to rank 3, 9% to rank 2 and 7% to rank
1. It means that respondents would purchase the smartphone by analyzing the price of
the mobile.

The mean value of the reason is 3.79.

19
Also, the table shows the relationship between choosing of smartphone and better
outlook of phone. The respondents gave 2 % to rank 5, 15% to rank 4, 25% to rank 3,
30% to rank 2 and 28% to rank 1. This means that the respondent would not look
better outlook of the phone while making the purchasing decision.

The mean value of the reason is 2.33.

Again, the table shows the relationship between choosing of smartphone brand and
catchy advertisement. The respondents gave 0 % to rank 5, 3 respondents i.e. 3% gave
rank 4, 23 respondents i.e.23 % gave rank 3, 30 respondents i.e. 30% gave rank 2, 44
respondents i.e. 44% gave rank 1. This means that the respondent would not look the
advertisement while making the purchasing decision.

The mean value of the reason is 1.85.

The table also shows the relationship between choosing of mobile phone brand and
considering the services provided by the smartphone company after sales. Eight
respondents i.e. 8% here gave rank 5, 16 respondents i.e. 16% gave rank 4, 26
respondents i.e. 26% gave rank 3, 29 respondents i.e. 29% gave rank 2 and 21
respondents i.e. 21% gave to rank 1. This means that the customer would not analyze
the most about the after sales service provided by the smartphone company.

The mean value of this reason is 2.35.

The mean values of the perceived responses regarding reasons to smartphone ranges
from 1.85 to 4.42. The weighted mean for the overall reason is 2.948. The mean of
better features of smartphone and reasonable price of smartphone is greater than the
overall mean so among all the reasons the most significant reasons that a customer
looks while making a purchasing decision are better features and reasonable price of
the phone.

20
2.2.2 Analysis of Best Attribute of Current Smartphone

Table 7: Best Attribute of Current Smartphone

Statement Details Strongly Disagree Neutral Agree Strongly Total Mean
(which disagree agree
feature is
the best in
your phone)
Better Count 5 10 25 35 25 100 3.65
outlook
% 5% 10% 25% 35% 25% 100%

Good Count 0 5 25 30 40 100 4.05

battery % 0% 5% 25% 30% 40% 100%
backup
Better Count 5 15 30 30 20 100 3.45
camera % 5% 15% 30% 30% 20% 100%

Better Count 3 20 22 30 25 100 3.54

operating % 3% 20% 22% 30% 25% 100%
system
Reasonable Count 10 15 30 25 20 100 3.3
price % 10% 15% 30% 25% 20% 100%
Weighted average 3.598
(Source: Survey 2024)

Table 7 shows the respondents view regarding the attributes of smartphone. Out of
100 respondents’ majority (60 percent) of the respondents agree that the better looks
of mobile phone is important, 25 percent of the respondents are neutral on their view,
while 15 percent disagree with the statement that better outlook is important for a
smartphone. The mean value of the statement is 3.65.

The respondents view regarding the importance of better battery backup of

smartphone. Out of 100 respondents’ majority (70 percent) of the respondents agree
that the better battery backup of smartphone is important, 25 percent of the
respondents are neutral on their view, while 5 percent disagree with the statement that
better battery backup is important for a smartphone. The mean value of this statement
is 4.05.

The respondents view regarding the importance of better camera of smartphone. Out
of 100 respondents’ majority (50 percent) of the respondents agree that the better
battery backup of smartphone is important, 30 percent of the respondents are neutral

21
on their view, while 20 percent disagree with the statement that better camera of
smartphone is important for a smartphone. The mean value of this statement is 3.45.

Similarly, the respondents view regarding the importance of better operating system
of smartphone. Out of 100 respondents’ majority (55 percent) of the respondents
agree that the better operating system of smartphone is important, 22 percent of the
respondents are neutral on their view, while 23 percent disagree with the statement
that better operating system of smartphone is important for a smartphone. The mean
value of this statement is 3.54.

Finally, the respondents view regarding the importance of having reasonable price of
smartphone. Out of 100 respondents’45 percent of the respondents agree that the
reasonable price of smartphone is important, 30 percent of the respondents are neutral
on their view, while 25 percent disagree with the statement that reasonable price is
important for a smartphone. The mean of the statement is 3.3.

The mean values of the perceived responses regarding attributes of smartphone ranges
from 3.3 to 4.05. Among all the most significant attributes are importance of battery
backup, better operating system and better outlook. The weighted mean for the
attribute is 3.598 which reveal that on an average the customer looks all the attributes
of mobile phone in the mobile phone.

2.2.3 Respondent’s Response of Satisfaction towards their Current Smartphone

The following table and chart indicate the response of respondents involved in this
study on the satisfaction of their current smartphones.

Table 8: Satisfaction towards Current Smartphone

Satisfied Percentage
Yes 64
No 36
Total 100
(Source: Survey 2024)

22
 Satisfaction Towards Their Current
Smartphone

36%

64%

Yes No

Figure 6: Satisfaction towards Current Smartphone

As per Table 8 and Figure 6, it can be clearly seen that not all users are satisfied with
the smartphones that they are currently using. 64% of the total respondents (i.e. 64 out
of 100) are satisfied with their current smartphone brands whereas 36% of the
respondents are unsatisfied with the smartphone brand that they are using.

2.2.4 Preference of Other Smartphone Brand over Current Brand

The following table and chart indicate the response of respondents involved in this
study towards their preference of other smartphone brand over current brand.

Table 9: Preference of Other Smartphone Brand

Preference of other brand Percentage

Yes 56
No 44
Total 100
(Source: Survey 2024)

23
 Preference of Other Smartphone Brand
60

50

40

30

20

10

0
Yes No
Preference of Other Smartphone Brand

Figure7: Preference of Other Smartphone Brand

Table 9 and Figure 7 clearly shows 56% of the total respondents (i.e. 56 out of 100)
prefer other smartphone brands over their current smartphone brand. Only 44% i.e. 44
out of 100 stick with their current smartphone brand. This suggests that majority of
customers are ready to switch their brands if given a choice.

2.2.5 Factor of Satisfaction

The different factors that would make the customers satisfied with their smartphones
are analyzed with the help of following table. The analysis of the factor which
provides satisfaction to smartphone users is done on rank basis. Rank 5 is given to
highest motivating and rank 1 to least motivating reason.

24
Table 10: Factors of Satisfaction

Factor of Ranks of reason Weighted

satisfaction Details Rank Rank Rank Rank Rank Total average
1 2 3 4 5
Good Camera Count 0 5 10 25 60 100 4.4
% 0% 5% 10% 25% 60% 100%
Reasonable Count 10 15 15 35 25 100 3.5
Price % 10% 15% 15% 35% 25% 100%
Easy Count 25 35 25 10 5 100 2.35
Availability % 25% 35% 25% 10% 5% 100%
User Count 40 30 25 5 0 100 1.95
Interface % 40% 30% 25% 5% 0% 100%
Long lasting Count 20 30 25 15 10 100 2.65
battery % 20% 30% 25% 15% 10% 100%
Total Count 100 100 100 100 100 100 2.97
% 100% 100% 100% 100% 100% 100%
(Source: Survey 2024)

The table 10 shows the factors of satisfaction for a smartphone customer in

Dhangadhi. The parameters for choosing the smartphone brand are good camera,
reasonable price, easy availability of the smartphone and its parts, user friendly
interface and a long-lasting battery.

The study found out that 60% of respondents i.e. 60 respondents tend to be satisfied
with the smartphone because of its camera by giving it number 5 rank. No respondent
gave Rank 1 to this reason. It means that no respondent would get satisfaction from a
smartphone without a good camera.

The mean value of this reason is 4.4.

Again, the study found out that respondents gave more rank 4 to reasonable price than
other ranks with 35% i.e. 35 respondents. Respondents gave rank 5 after rank 4 with
25 respondents. The respondents gave 15% to rank 3, 15% to rank 2 and 10% to rank
1. It means that respondents would obtain satisfaction from the smartphone by
analyzing the price of the mobile.

The mean value of the reason is 3.5.

Also, the table shows the relationship between customer satisfaction from a
smartphone and its availability in the market. The respondents gave 5% to rank 5,
10% to rank 4, 25% to rank 3, 35% to rank 2 and 25% to rank 1. This means that the

25
respondent would not look the availability of a smartphone and its parts in the market
while calculating the degree of satisfaction from the phone.

The mean value of the reason is 2.35.

Again, the table shows the relationship between a user interface of a smartphone and
satisfaction it provides to its users. The respondents gave 0% to rank 5, 5 respondents
i.e. 5% gave rank 4, 25 respondents i.e. 25 % gave rank 3, 30 respondents i.e. 30%
gave rank 2, 40 respondents i.e. 40% gave rank 1. This means that the respondent
does not consider the user interface of the smartphone an important factor for retrieval
of satisfaction forms its usage.

The mean value of the reason is 1.95.

The table also shows the relationship between customer satisfaction from a
smartphone and its long-lasting battery. Ten respondents i.e., 10% here gave rank 5,
15 respondents i.e. 15% gave rank 4, 25 respondents i.e. 25% gave rank 3, 30
respondents i.e. 30% gave rank 2 and 20 respondents i.e. 20% gave to rank 1. This
means that the customer would not analyze the most about a long-lasting battery
during the consideration of satisfaction from a smartphone.

The mean value of this reason is 2.65.

The mean values of the perceived responses regarding reasons to smartphone ranges
from 1.95 to 4.4. The weighted mean for the overall reason is 2.97. The mean of good
camera and reasonable price of smartphone is greater than the overall mean so among
all the reasons the most significant factors of satisfaction for a customer in a
smartphone are a good camera and reasonable price of the phone.

2.3 Findings and Discussions:

The research was conducted to find out the customer satisfaction and brand preference
of smartphones in Dhangadhi area. This project was supposed to find out the degree
of customer satisfaction on smartphones by the reasons for the preference of
smartphone brand. For this purpose, the questionnaire was distributed and the
respondent were asked to share their opinion. Following opinions were gathered
during the research work:

26
2.3.1 Respondents Profile:

This section discusses the information of respondent. Different variables i.e. gender,
age of respondents, smartphone brand currently used and family monthly income was
taken into consideration during this research work. The findings are discussed below:

 The distribution of gender of the respondents clearly represents that the 58%
(58 out of 100) are male and 42% (42 out of 100) are female. It shows that
male are more attracted to smartphones than female in Dhangadhi.
 The distribution of the respondents regarding age group represents that 14%
(14 out of 100), 78% (78 out of 100), 2% (2 out of 100), and 6% (6 out of 100)
are between 10-19, 20-29, 30-39 and 40 years and above respectively. This
shows that young adults are the prime costumers of smartphones.
 Out of total respondents 26% (26 out of 100 respondents) have their monthly
family income less than Rs.25,000, 52% (52 out of 100 respondents) have
their monthly family income between Rs,25,000 and Rs.50,000 and 22% (22
out of 100 respondents) have their monthly family income above Rs.50,000.
 Out of total respondents 14% (14 out of 100 respondents) have IPhone, 44%
(44 out of 100 respondents) have Xiaomi phone, 14% (14 out of 100
respondents) have IPhone, 4% (4 out of 100 respondents) have OnePlus
mobile phone, 8% (8 out of 100 respondents) have Oppo smartphones and
14% (14 out of 100 respondents) have other smartphone brands. Other
smartphone brand includes Motorola (1%), HTC (4%), Hawaii (3%), Gionee
(3%), LG (1%) and Blackberry (2%).
 Out of total respondents 0% (0 out of 100 respondents) have mobile price
range below Rs.10000, 30% (30 out of 100 respondents) have mobile price
ranging from Rs.10000-Rs20000, 38% (38 out of 100 respondents) have
mobile price ranging from Rs.20000-Rs.30000 and finally 32% (32 out of 100
respondents) have mobile price ranging above Rs.30000.

2.3.2 Opinion of the Respondents:

This section discusses about the opinion about the respondent about the subject matter
of our questionnaire. This section provides information about the degree of customer
satisfaction on smartphone Dhangadhi area and the answers of the objective of our
research work. The findings are discussed below:
27
 According to the result obtained from the reasons for choosing smartphone
brand the level of rank is high in the statement of better features of smartphone
with the weighted mean of 4.42 and reasonable price of smartphone with the
weighted mean of 3.79. Whereas the level of rank is low in the reason of better
outlook with mean of 2.33, catchy advertisement with mean of 1.85 and after
sales service provided by the brand with a mean of 2.35. Respondents tends to
choose smartphones because of better features and reasonable price rather than
other reasons as the weighted average of all the features i.e. 2.948 which is
less than mean of reasonable price and better features.
 According to the results obtained from analyzing the best attribute of
respondents’ current smartphone, the smartphone with better outlook has mean
of 3.65, smartphone with better battery backup is 4.05, smartphone with better
camera is 3.45, smartphone with better operating system is 3.54, choosing
smartphone with reasonable price is 3.3. The weighted mean of the attributes
is 3.598. Respondents tends to choose smartphone with better outlook and
battery backup as their mean is greater than the weighted mean.
 Out of total respondents, 64% (64 out of 100) are satisfied with the
smartphone brand that they are currently using whereas 36% (36 out of 100)
are dissatisfied with their current phones. This suggests that majority of the
customers in Dhangadhi area are satisfied with the smartphones available in
the market.
 Out of total respondents, 56% (56 of total respondents) preferred other
smartphones rather than the ones that they are using currently whereas 44%
(44 out of 100) are happy with their own phones. This suggest that 56% of
customers are on the verge of switching their brands if given better features
with reasonable price.
 According to the reasons obtained from analyzing the factors of satisfaction,
the level of rank is high in the statement of a good camera of smartphone with
the weighted mean of 4.4 and reasonable price of smartphone with the
weighted mean of 3.5. Whereas the level of rank is low in the factor of easy
availability with mean of 2.35, user interface with mean of 1.95 and a long-
lasting battery with a mean of 2.65. Respondents tends to get satisfaction from
smartphones because of better camera and reasonable price rather than other

28
 reasons as the weighted average of all the features i.e., 2.97 which is less than
mean of reasonable price and better camera.

Discussion:

J. Pakola, M. Pietila and R. Svento12 (2003) in their article titled, “An Investigation
of Customer Behavior in Mobile Phone Markets in Finland” have indicated that price
and properties are the major influential factors affecting the purchase of a new mobile
phone, whereas audibility, price and friends are regarded as the most important in
choice of the mobile phone operators. Customers have certain amount of self-
knowledge about telephone features, connection fee, access cost, mobile-to-mobile
phone rates, call rates and free calls which are related to mobile phone purchasing
respondents. He has stated that customers with prior experience about a product can
be able predict their choices relatively well but tend to overestimate the importance of
a monthly access fee, mobile-to-mobile rates and connection fees. But in my research
the major influencing factor satisfying the customer are better features, reasonable
price, better outlook, catchy advertisement and after sales services.

Also, the customerstend to satisfied with good camera,reasonable price, and long-
lasting battery of smartphone rather than other reasons like easy availability and user
interface. Also, from my research we can see that most of the consumers prefer
Samsung smartphones because of its better features, GoodCamera, Low Cost, Easy
Availability and Battery Backup.

29
 CHAPTER III

CONCLUSION AND ACTION IMPLICATIONS

This chapter deals with the major conclusions which are discussed in separate section
of this chapter. Likewise, recommendation regarding the study is also presented in
separate section of this chapter. Lastly the chapter ends with the discussion of scope
for the future study in the same field.

There are several brands of smartphones available in market of Dhangadhi City that
offers variety of attributes at different price ranges for the people. There is high
competition among the brands i.e. the potential and the real competitors. It’s very
visible that customers are more inclined towards the brand with new technologies and
new attributes irrespective of their prices. Following conclusion can be drawn from
the research conducted:

3.1 Conclusion

Consumer satisfaction is the fulfilment of desires, or expectations. The gap between

expectations and perceptions determines level of satisfaction. The conclusion drawn
from the research work is based on the analysis and interpretation of response as
drawn from chapter 2. The results obtained from the research work are utilised to
satisfy the customer needs and desires and helps in maintaining overall performance
of the smartphones available in Dhangadhi area. For this purpose, survey
questionnaire was prepared and distributed and responses were analysed using various
statistical tools. Conclusions show readers the value of your completely developed
argument or thoroughly answered question. Consider the conclusion from the reader's
perspective. At the end of a paper, a reader wants to know how to benefit from the
work you accomplished in your paper. Customer satisfactions brings positive Word
Of outh, customer loyalty, quality of life of customers and support growth and
continuity of the business.The study concludes that customer satisfaction of
smartphone is affected by monthly family income and price range of smartphones. It
states that respondents tend to choose Samsung mobile the most whose income is

30
lowest and people having more income tend tochoose IPhone. It also shows that
people of all income category tend to choose Xiaomi phone the most.

The study also concludes that satisfaction level of mobile phone is not affected most
by gender of the respondent, they have similar preferences towards the smartphone. It
also concludes that smartphone customers tend to choose smartphone with reasonable
price and better features with better battery backup rather than better outlook and
better camera quality. The study shows that many customers choose Xiaomi mobile
brand over other smartphone brand. This indicates that the customers of Dhangadhi
City high satisfaction of Xiaomi phone brand over other brands. As per study we can
conclude that income of a respondent plays a vital role for choosing the smartphone
brand and price range of mobile phone brand available also plays a vital role in
choosing the smartphone brand. Gender does not affect the satisfaction level of brand
but the attributes of smartphone highly affect the satisfaction level of smartphone
brand. Similarly, respondents may drive their satisfaction towards the smartphones
mainly because of better features and reasonable price.

3.2 Action Implications

On the basis of the findings of the study, the following recommendations are made for
increasing the customer satisfaction and brand preference of smartphones in
Dhangadhi area.

3.2.1 Implications for Company

The conclusions drawn from this study indicates that there are few matters that
implies with the company of different smartphone brand. They are as follows:

i. The company should focus on providing suitable product features which will
help the customers with their daily life and some entertainment.
ii. The company should be aware that brand name helps to recognize and
standardize of their Smartphone.
iii. The company should give opportunity to their users to share their views and
feedback about each other which will motivate them and get satisfied about
their work and performance.

31
3.2.2 Implications for Future Research
Through the process of preparing this report, the attention has been made on the
degree of customer satisfaction and brand preference of smartphones in Dhangadhi
City. While working on similar research topic, a few areas that will be beneficial for
the future researchers are:

i. This study was small, as the size of the respondents was small. When
conducting research on similar topic, a large sample should be taken into
considerations so that more reliable result can be attended.

ii. Not only features and brand name but also many aspects such as price, after
sale services and so on can influence the satisfaction level on smartphone
customers.

32
 REFERENCES

Brand preference: Defination and Explanation. (2015, January 12). Retrieved from
Study.com: http://www.study.com

Dong-Hee Shin., (2014). Measuring the quality of smartphones: development of a

customer satisfaction index for smart services: International Journal of Mobile
Communications. Vol. 12, PP. 311 - 327.

Gerogiannis, Papadopoulou, & Papageorgiou, A. (2012). Identifying Factors of

Customer Satisfaction from Smartphones: A Fuzzy Cognitive Map Approach:
Proceedings of the 2012 16th Panhellenic Conference on Informatics, PCI
2012, IEEE Computer Society, PP. 156-161.

Kotler.P; keller (2012). Marketing Management, New Delhi: Pearson Learning

Solutions Pvt. Ltd, PP. 150-161.

Park BW., Lee K.C. (2011). A Pilot Study to Analyze the Effects of User Experience
and Device Characteristics on the Customer Satisfaction of Smartphone Users:
Journal of Communications in Computer and Information Science. Vol. 10,
PP. 151.

Vipan Bansal, Bindu Bansal. ABAC Journal. 2031; 33(3):30-40.

 APPENDIX

CUSTOMER SATISFACTION AND BRAND PREFERENCE OF

SMARTPHONES IN DHANGADHI CITY

This is Nabin Karki from Kailali Multiple Campus and I am conducting small
research on the topic “Customer Satisfaction and Brand Preference of
Smartphones in Dhangadhi City” The information provided will be kept
confidential and will be used solely for academic research. Your response is highly
appreciated.

Section A: Respondent’s information

1. Name (optional):

2. Gender: 1. Male
2. Female

3. Age group: 1. 0- 10
2. 10-19
3. 20-29
4. 30-39
5. 40 and above

4. What is your monthly family income?

1. Less than 25000 3. Above Rs.50000
2. Rs.25000 -Rs.50000

Section B: About mobile phones

Q5. Which mobile phone are you using? (Tick major one)
1. Samsung 4. Oppo
2. IPhone 5. OnePlus
3. Xiaomi 6. Others (Specify).........
Q6. In what Price range does your mobile phone fall?
1. Below Rs.10000 2. Rs.20000-Rs.30000
3. Rs.10000-Rs.20000 4. Above 30000

Q7. Why did you choose this brand over others? ( rank them from rank 1 to
rank 5, rank 1 to least motivating reason and rank 5 to most motivating factor )
1. Better features
2. Reasonable price
3. Better outlook
4. Catchy advertisement
5. After-sale services from the company
6. Others (Specify)...............................

Q8. For smartphone, please tick as per the following attributes:

In your view, which is the best Strongly Disagree Neutral Agree Strongly
attribute in your smartphone: Disagree agree

Better outlook

Battery backup

Camera

Operating system

Reasonable price

Q9. Are you satisfied with the phone you are currently using?
 Yes
 No

Q10. Would you prefer any other smartphone brand over the one you are using
right now?
 Yes
 No
Q11. What factors do you think should the smartphone company should focus on
for your satisfaction with the phone? (Rank them from Rank 1 to Rank 5, Rank
1 to least important factor and Rank 5 to most important factor)

1. Good Camera
2. User Interface
3. Easy Availability
4. Reasonable Price
5. Long lasting Battery