PROJECT REPORT

ON
“CONSUMER BEHAVIOUR IN SELECTING MOBILE PHONES”
Project is submitted in partial fulfilment for the award of the Degree of
BACHELOR OF COMMERCE
(COMPUTER APPLICATIONS)
Submitted By

Sl. No H.T.No Name of the Student

1 220550054051182 NUNAVATH BASKER

2 220550054051184 ODDNAM ACHYUTH

3 220550054051186 ORIGANTI SAITEJA

4 220550054051193 PATHRI ROHITH

Under the Supervision of

Sri. A.Suman
Lecturer of Commerce
Department of Commerce

Submitted to
DEPARTMENT OF COMMERCE

GIRRAJ GOVERNMENT COLLEGE (A), NIZAMABAD

 (2024-2025)

DECLARATION

We hereby declare that, this Project Report entitled with “CONSUMER

BEHAVIOUR IN SELECTING MOBILE PHONES”
submitted by us to the Department of Commerce and Business Management, Girraj
Government College (A), Nizamabad, is a bonafide work undertaken by us and it is
not submitted to any other University or Institution for the award of any degree
diploma certificate or published any time before.

Name and H.T.No Signature of the students

220550054051181 NUNAVATH BASKER

220550054051184 ODDNEM AUCHYUTH

220550054051186 ORIGANTI SAITEJA

220550054051193 PATHRI ROHITH

 CERTIFICATE
This is to certify that, the Project Report entitled with “ CONSUMER
BEHAVIOUR IN SELECTING MOBILE PHONES ”
submitted in partial fulfilments for the award of B.Com (Computer Applications) of
Department of Commerce, Girraj Government College (A), Nizamabad, was carried
out by U.Soundarya & Lecturer of Commerce , Department of Commerce under
my guidance. This is not been submitted to any other University or Institution for the
award of any degree/diploma/certificate.

Name of the Student H.T.No

NUNAVATH BASKER 220550054051181

ODDNAM ACHYUTH 220550054051184

ORIGANTI SAITEJA 220550054051186

PATHRI ROHITH 220550054051193

SUPERVISOR DETAILS

Name : U.Soundarya

Designation : Lecturer of Commerce

Signature :
We acknowledge our deep sense of gratitude to our Principal Sri Dr.P.Ram
Mohan Reddy for his kind encouragement and our heart full thanks to K.Vinay
Kumar, HOD Department of Commerce.
We wish to record our heartfelt thanks to our Guide Sri. Soundarya, Lecturer
of Commerce of this college for his guidance and encouragement.
Last but not the least it is special thanks to all our family members and friends
for their cooperation, encouragement and support to carry out the study.

Name of the Student H.T.No

NUNAVATH BASKAR 220550054051181

ODDNAM ACHYUTH 220550054051184
ORIGANTI SAITEJA 220550054051186
PATHRI ROHITH 220550054051193
 TABLE OF CONTENTS

Chapter I: Introduction of the Topic

1.1 Rationale of the Study
1.2 Introduction to the industry
1.3 Introduction to the company
1.4 Justification of the topic
Chapter 2: Review of Literature
2.1 International Reviews
2.2 National Reviews
Chapter 3 : Research Methodology
3.1 Objectives of the Study
3.2 Research Hypothesis
3.3 Scope of the Study
3.4 Data Collection
3.5 Limitation of the study
Chapter 4 : Data representation & Analysis
4.1 Data representation & Interpretation
4.2 Hypothesis Testing
Chapter 5. Results & Discussion
5.1 Major Findings
5.2 Discussions & Suggestions
5.3 Conclusion
REFERENCES
ANNEXURE
 CHAPTER-1
INTRODUCTION OF THE TOPIC

1.1RATIONALE OF THE STUDY

The behaviour of consumers towards smartphones is increasingly a focus of marketing
research. In particular, consumer behaviour in the smartphone industry, from adoption
motivation to post-usage behaviour has become a major focus of research in the field of
marketing. The results of the research confirm that the regulatory focus has an influence on
consumer behaviour towards smartphone purchase decision by affecting their perception,
motivation, and lifestyle. India is one of the fastest growing economies in the world and the
smartphone industry in India is also growing very fast. For consumers’ smartphones have
become essential parts of personal and business life. There is a continuous increase in
disposable income; there has been a major shift in the attitude and aspirations of the
consumers. This research is to analyse the external and internal factors which influence a
consumer’s decision in purchasing a smartphone. The research also focuses on consumer
attitude for smartphones and the influence brand name has on consumer buying decisions.
The recent growth of smartphone usage is an observable fact that crosses all age and gender
boundaries. Hence, this research explores through quantitative analysis some of the key
factors believed to affect consumer’s attitudes and behaviours towards smartphone purchase.

Smartphones are one of the trending social media in these days. It’s became as part of the life
as become handicapped without this. Smartphone is playing a major role that which has put
back our television, Radio FM, watch, etc. In this technology and competitive era. This study
will be more essential designed for Mobility companies that their sales &profit’s will be
based on customer requirement and perceptions. All the consumers use Smartphone to make
their life easier and to adopt the digitalized world by connecting internet with the whole
world. Features/attributes that considered by customers while buying Smartphone’s are/such
as brand image, functional/features and apps, battery usage, operating system, resolution of
camera, pixels, storage capacity, durability& compatibility, price. These also include different
brands like ex-China phones.
The craze for mobile services in India is increasing substantially. Information technology has
brought tremendous change in day-to-day activities of common man to entrepreneurs. Mobile
as a medium is growing fast with its easy accessibility and reach. It is not just telecom
centric. From a communication tool, it has emerged as a device for all purposes. With most
adults and many children now owning mobile phones.
The cell phones have all qualities and features that qualify them to be called as a mini
computer. ‘Such handheld compact gadgets that offer both communication and computing are
known as Smart phones. Recent research presents that India has overtaken even the U.S. and
has qualified to be the world’s second-largest smartphone market by the users. The future
projections say that a billion smartphone sales would be generated in the coming five years.
India is a market wherein the leading smartphones brands in the world involve in cut throat
competition and make every possible effort to win the Indian customer. This research paper is
aimed at studyingthe consumer buying behaviour with respect to smart phones in India
specifically at the Delhi/NCR region. The purpose of this study is to understand two major
consumer decisions while buying a smartphone.

1.2 INTRODUCTION TO THE INDUSTRY

The mobile industry is a subset of the telecommunications industry focused on mobile
phones, phone service, and peripheral devices. In the 1990s and 2000s, this industry
experienced rapid growth as a result of significant advances in mobile technology and
increasing consumer demand for mobile products.

There are a number of elements to the mobile industry. Mobile phone producers are one
aspect, covering everything from companies supplying raw materials to distributors fulfilling
orders for mobile phones. Service providers are another category of the cell phone industry;
many of these partners with specific manufacturers to make branded phones and devices with
special features. Manufacturers of smart phones, specialized modems for computers, tablet
computers with mobile functionality, and similar devices are also part of the mobile industry.
Likewise with producers of accessories.
Members of this industry include a number of multinational corporations with very wide
reach, in addition to smaller companies offering localized services, like regional mobile
phone providers. They are represented by a number of lobbies and professional organizations
who work with regulatory agencies, manufacturers, and other interested parties to develop
standards and practices for the cell phone industry as a whole. For example, in the 2000s,
there was a push toward universal charging devices to make mobile phones easier to charge.
As with other aspects of the tech sector, the mobile industry in the 2000s attracted a great deal
of investor attention and was pressured to rapidly roll out new products, as well as
improvements to their existing products. Global coverage with mobile phone service also
became a topic of interest; in some regions, people skipped landline service altogether for
telecommunications, jumping directly to mobile phones because the network was cheaper and
easier to implement. Stock indexes focusing on telecommunications and the mobile industry
provided a method for investing easily in companies of interest, stimulating trading in shares
related to this industry, as well as telecommunications in general.
Employment opportunities in this industry are highly varied. Engineers, technicians, repair
personnel, and similar workers are needed for building and maintaining devices and cell
towers. Marketing professionals are involved in the development of ad campaigns, and
customer service personnel are needed to sell products and services. Creative professionals
interested in visual design and aesthetics are also in demand in the industry for companies
working on developing phones with specific aesthetic characteristics.
1.3 INTRODUCTION TO THE COMPANY
SAMSUNG: Samsung, South Korean company that is one of the world’s largest producers of
electronic devices. Samsung specializes in the production of a wide variety of consumer and
industry electronics, including appliances, digital media devices, semiconductors, memory
chips, and integrated systems. It has become one of the most- recognizable names in
technology and Samsung was founded as a grocery trading store on March 1, 1938, by Lee
Byung-Chull. He started his business in Taegu, Korea, trading noodles and other goods
produced in and around the city and exporting them to China and its provinces. After the
Korean War, Lee expanded his business into textiles and opened the largest woollen mill in
Korea. He focused heavily on industrialization with the goal of helping his country redevelop
itself after the war. During that period his business benefited from the new protectionist
policies adopted by the Korean government, whose aim was to help large domestic
conglomerates (chaebol) by shielding them from competition and providing them easy
financing.

During the 1970s the company expanded its textile-manufacturing processes to cover the full
line of production—from raw materials all the way to the end product—to better compete in
the textile industry. New subsidiaries such as Samsung Heavy Industries, Samsung
Shipbuilding, and Samsung Precision Company (Samsung TechLink) were established. Also,
during the same period, the company started to invest in the heavy, chemical, and
petrochemical industries, providing the company a promising growth path.
OPPO: OPPO is a global electronics and technology service provider.
It delivers the latest and the most delicate mobile electronic devices for their user. OPPO is
here for those that expect more from their smartphone than a run-of-the-mill experience.

OPPO is relentless in the pursuit of the latest technology and the highest standards of
hardware quality. OPPO is try to deliver the best experience to user as possible. The beautiful
products-inside and out, everything is considered just created for the user. From the tactile
qualities to the aesthetic aspects of each device – every angle, every colour, every piece is
meticulously crafted product for their user .

From the start, OPPO’s products have pushed boundaries. Since its founding in 2004, OPPO
has consistently strived to deliver users this ideology across the globe. Having successfully
entered into the mobile phone market in 2008. OPPO began looking at expansion into
international markets in 2010 and opened its first overseas business in April of 2010 in
Thailand. Today, OPPO is presenting in 21 markets worldwide.

OPPO is wholeheartedly inspired by its customers. Based on the customers’ feedback on both
the hardware and software user experience, OPPO has adopted a strategy of rapid release for
smartphone development, firmware updates as well as expand to reach and service their
customers across the world.
ONE PLUS: The OnePlus One (colloquially abbreviated to OPO) is an Android smartphone
manufactured by OnePlus. Unveiled in April 2014, it is the first product by OnePlus. The
OnePlus One was designed to compare favourably – in performance, quality, and price – to
flagship devices by leading smartphone manufacturers. It was also intended to be developer
friendly, and has since received a wide variety of ROMs and custom kernels from the
community. The OnePlus One shipped to most markets with the Cyanogen OS operating
system pre-installed, a commercial variant of Cyanogen Mod.
The phone was first made available for sale on 25 April 2014, exclusively from the OnePlus
website, but initially required prospective customers to obtain an invitation before they could
purchase it. These invitations were primarily distributed by the company through contests,
some of which attracted attention for their unconventional or controversial nature. On 6 June
2014, the device was available for general sale. As of 20 April 2015, the device no longer
required an invite to purchase.
XIAOMI: MI stand for Mobile Internet. It is the brilliant idea by a serial entrepreneur Lei
Jun in 2010. This private Chinese electronic company headquartered in Beijing, China.
Xiaomi company is the 4th largest smartphone maker.

Xiaomi is not solely focus on design, develops, selling smartphones but also committed in
creating mobile apps and related consumer electronics. Their product includes Mi TV, Mi
band, Mi Power Bank, Micoud, Mi Box and others internet-peripheral. However, in our page,
we will focus on smartphone which is the most popular device Xiaomi ever made.
NOKIA: Nokia is a Finnish multinational corporation founded on 12 May 1865 as a single
paper mill operation. Through the 19th century the company expanded, branching into
several different products. In 1967, the Nokia corporation was formed. In the late 20th
century, the company took advantage of the increasing popularity of computer and mobile
phones. However, increased competition and other market forces caused changes in Nokia's
business arrangements. In 2014, Nokia's mobile phone business was sold to Microsoft.

1.4 JUSTIFICATION OF THE TOPIC

The mobile phones dominate most of modern human in every movement of life. Which
Nowadays is becoming a part of basic needs of a person as means of communication across
the world during the last fifteen years. Every individual use mobile for not only
communication purpose, but also it became a personal assistance to make an everyday life
easier. The development of mobile communication technology e. g. wireless internet, mobile
phone, MP3 player, GPS navigation system has been a long journey of innovation, which is
constantly evolving and updating as a result of consumers changing needs and preferences
(Mehlis, S. & Yaakop, A.Y.). There is a problem of hard competition among various brands
of mobile phones in the market. Every day a new phone is launched with enhanced features
and technology. Nevertheless, of the fact that this competition has provided the consumer a
wide variety of mobile phones to choose from at the same time there is also confusion
prevailing in the minds of consumer about which of particular mobile phone suits their
requirements the most. This problem of choice is known as brand preference. Brand
preference has negatively impacted the marketers as well as consumers. For marketers
increase in competition leads to decrease in sales for mobile phones as market share is now
divided among more sellers. For consumers, it involves opportunity cost, i.e., cost of
foregoing best alternate. So, the study of brand preference is of great importance for the
marketers as well as consumers. So, the marketers have to study the various mobile phone
attributes that influence the consumer brand preference towards mobile phones to face this
competition. Perhaps a study which investigates the Consumer Brand Preference towards
Mobile Phones by Factor Analysis method could remedy the situation. Due to the dynamic
business environment and stiff competition in the global market, both local and multinational
companies review their marketing strategies to gain competitive edge and survive in the
market (Aaker, 2012). Companies in the global business environment position their products
and services from the psychological aspect of consumers to determine their performance in
the competitive business environment (Ambler and Tim, 2010). Macro forces which include;
political, economic, social and technological forces have influenced consumer behaviour
toward various products and services produced in the market (Anand and Bharat, 2011).
Competitive strategies that have been developed by local and internal companies to gain
competitive edge revolve around product strategies, pricing strategies, promotion strategies
and distribution strategies (Anderson, et al, 2010). Due to intense competition in the mobile
phone industry and changing consumer needs and wants toward their products and services in
Kenya, mobile phone players in the industry have been necessitated to introduce innovative
products and services, segment markets, and positions their products in the market from the
psychological aspect of consumers which include; motivation, learning, attitude and
perception in order to improve their performance (Bodley and Robert, 2011).
Smartphone industry has been booming since 1983. Since then, there have been many large
mobile phone companies stepping their foot into the industry. Western Smartphone makers,
like Apple and Google, are increasingly looking east for growth, giving countries like India
significant influence over the sorts of features they build into their phones.
 CHAPTER-2

REVIEW OF LITERATURE

2.1 INTERNATIONAL REVIEW

Kotler and Armstrong (2001), Consumer buying behaviour refers to the buying behaviour of
the individuals and households who buy goods and services for personal consumption.
Consumers around the world are different in various factors such as age, income, education
level and preferences which may affect the way they avail of goods and services. This
behaviour then impacts how products and services are presented to the different consumer
markets. There are many components which influence consumer behaviour namely; cultural,
social, personal, and psychological (Kotler and Armstrong, 2001). Consumer behaviour is the
study of when, why, how and where people do or do not buy products (Sandhu Sen, Richard
L; 2000).
• Kunde J. et al (2008) Stated that consumer behaviour refers to the mental and
emotional process and the observable behaviour of consumers during
searching, purchasing and post consumption of a product or services.
Consumer behaviour blends the elements from psychology, sociology,
sociopsychology, anthropology and economics.

• According to Grote (2002) the perceptual process is the sequence of

psychological steps that a person uses to organize and interpret information
from the outside world .The selection, organization and interpretation on
perceptions can differ among different 11 people. Therefore, when people
react differently in a situation, part of their behaviour can be explained by
examining their perceptual process, and how their perceptions are leading to
their responses.

• Brands also have a symbolic value which helps the people to choose the best
product according to their need and satisfaction (Bodley and Robert, 2011).

• Loyalty and trust of the customers is very important for a company because it
reduces the chance of attack from competitors (Aaker, 2008).

• Brands do have life cycle which may consist of a number of phases from
inception to launch, growth, maturing, decline, revitalization, and retirement
(Davis et al. 2010).
2.1 NATIONAL REVIEWS
• (Chowdhury & Rahman, 2013.[3]) studied the relationship between demographic
variables on the brand preference and identified the attributes that affect the
choice behaviour of mobile handsets as well as why the young consumers give
special emphasis to some particular factors in the Chittagong metropolitan city.
young respondents emphasize less importance on durability, price, others advice
and opinion because of their swift switching attitude. As a whole, Samsung is
competing with industry leader Nokia, Symphony, Sony Ericson and other brands
grab a share of the youth market.

• (Gopal & Anjali &Akanksha, 2013) studied showed that in today’s market
medium screen phone is quite popular, followed by large screen phones while the
only minority of buyers go for the small screen models as evident from the survey
conducted on consumers. As far as the size and weight of handsets are
considered, slim handsets are leading the consumer market, followed by medium
and as for the weight, light weighted phones are more popular while heavy
weighted are the least while medium weighted phones still hold a ground in the
market as observed from the study conducted.

• (Marimba and Thakur, 2013) conducted a study to identify brand image

positively influence the consumer brand preference and increase in customer
satisfaction levels would yield positive consumer brand preferences.

• (Rial, 2013) studied the criteria that student preferred on brand while purchasing
a mobile phone. In a study technical criteria and economic criteria play a very
important role to prefer brand and internet and friends are the main two sources
from where they get information about the branded mobile phones.

• Das (as cited in Sate, 2013.[7]) conducted an empirical research based on survey
method. According to the study, a handset of reputed brand, smart appearance,
and with advanced value-added features, pleasure ability and usability; is the
choice of young consumers; females in gender-group, post-graduates in level of
education group, students in occupational group, urban residents in the
geographical area group plays most prominent role in buying decision of a mobile
handset.

• (Singh, 2012) conducted a study to identify the customer preferences towards

various mobile phone handsets in Punjab. In order to cope up with the research
purpose, primary data was collected and analyzed which showed that Price
Consciousness, Multimedia options, Features and Looks and Brand Image were
the four factors significant in influencing the purchase behaviour of mobile
phones.
 • (Liao, Yu-Jui, 2012[9]) investigated the determinants in smart phone purchases
and identified the market segmentation of smart phone. The result of the study
shows that when buying a smart phone, a consumer who considers that product
design and integration of hardware and software are important and that the
convenience of transferring files or media display are not important would choose
Apple’s iPhone.

• Osman et al. concluded that the selling price is not the most important factor that
affects smartphone purchasing decision, whereas the consumers perceive other
factors such as design, connectivity, and performance to be more important than
the price.

• Kaushal and Kumar inferred that the consumers are using or want to purchase
Smartphone because their social circle is using it and hence, they are also
motivated and inspired to use Smart phone.

• Rani and Sharma found that the maximum users purchased the Smartphone for
work related purpose. The price, performance, design and quality factors play an
important role for smartphone purchase.

CHAPTER-3
RESEARCH HYPOTHESIS

3.1 OBJECTIVE OF STUDY

The researcher has observed and evaluated consumer opinion and the growing demand for
mobile phones. The basic objectives of the systematic research are given below:
 • To explore the key factors which motivate consumers to purchase and use
Smart Phones.

• To find the reason behind usage of smart phone.

• To identify the customer attitude towards smart phone.

• To know the customer satisfaction level of the smart phones.

• To identify the Customer’s Preference towards the mobile network service

provider.

• To study the factors influencing the customers to select a mobile network

service provider.

3.2 RESEARCH HYPOTHESIS

A research hypothesis is an assumption that demonstrates the interpreted relationships among
various possible factors. The hypothesized correlation coefficients are based on existing
writings. Many such inferential statistics or methodologies can be used to confirm all such
relationships. Based on the success of regression techniques, this hypothesis may or may not
be embraced. The following hypothesis was developed for testing in accordance with the
study’s objectives:

H1 Product related dimension is positively correlated with pre purchase evaluation

H2 Regulatory dimension is positively correlated to the pre purchase evaluation
H3 Lifestyle is positively correlated to the pre purchase evaluation

H4 Consumer’s attitude towards instant food products is directly and positively

correlated to the pre purchase evaluation
H5 Pre purchase evaluation is directly and positively correlated to actual purchase
behaviour.

3.3 SCOPE OF THE STUDY

Smartphone usage has proliferated in recent years. Nowadays people seem to become
dependent towards Smartphone due to its convenience, great camera features, easy
applications installations, and more importantly, it can do most of the computer functions on
the go. In this technology and competitive era, this study aims to explore the key factors
which motivate consumers to purchase and use Smart Phones. Further, the reason behind
usage of smart phone is found and to identify the customer attitude towards smart phone and
finally to know the customer’s satisfaction level towards smart phones. This study is more
essential for Smartphone companies as their sales and profit will be depend upon on customer
perception. Overall, this study will facilitate the improvement of Smartphone industry in the
view of customer perception and their attitude.
The number of respondents has been limited to 54 as during the coronavirus pandemic, it was
difficult to approach people physically owing to physical mobility constraints.
Therefore, in order to collect responses from respondents, an online questionnaire was
formulated and was circulated among respondents based in .
The time period selected for this survey and circulation of questionnaire was April,2021
during which the country was facing pandemic.
Therefore, owing to lack of available resources, the scope of the study is limited in nature.

3.4 DATA COLLECTION

GEOGRAPHICAL AREA:
Nizamabad

DURATION OF STUDY:
30 DAYS

SAMPLE SIZE:
50 PEOPLE (DIFFERENT AGE GROUPS)

SAMPLING TECHNIQUE:
RANDOM SAMPLING TECHNIQUE
 • POPULATION:

It is the predefined set of potential elements or respondents in a geographical

area. It is the aggregate of all the elements sharing some common set of
characteristics that compromise the universe for the purpose of addressing the
research problem.

In this study, the universe for the present study shall constitute consumer who
purchase mobile phones.

• SAMPLE:

Sample is a subgroup of population selected for the participation of the study.

In this study, a sub group of adults and millennial are taken into
considerations.

• SAMPLE SIZE:

It specifies the number of samples chosen from a target population. The

sample size has been selected as 54 in order to include some more elements of
the population.

• SAMPLING METHOD:

The sample size of 51 respondents from Nizamabad has been estimated by

using random sampling technique.

3.4 LIMITATIONS OF THE STUDY

Despite all sincere efforts to collect relevant information and data regarding this topic, there
are some limitations to this study. Although the study is explanatory in nature, sample for the
study is restricted to respondents in certain cities of India and the heterogeneous population
could act as a limitation owing to demographic, sociographic and psychographic factors.

• The respondents were aged 15-80 years, as this age group wherein people have
literacy regarding the mobile phones, they use is good for or not.
• The respondents’ cognitive biases, prejudices and preferences along with the
respondent fatigue may have affected their decisions while filling out the
questionnaire, which could have affected the quality of the study.

• Since there’s a large telecom market in India containing many sectors, all of the
sectors could not be covered. So as to facilitate easy explanation and understanding
of this study, the sector for research is limited to instant mobile phones. This may
also be viewed as a limitation to this study.

• The study area was limited to Nizamabad district and the findings may not be
applicable to other markets, as vast differences exist among the consumers with
regard to demographic and psychographics characteristics.

• Further owing to the lockdown due to coronavirus pandemic, the number of

respondents that could be approached was 54 as physical questionnaire could not
be handed out.

• Time and money-based restrictions also served as a limitation.

 CHAPTER-4
DATA REPRESENTATION AND ANALYSIS

4.1 DATA REPRESENTATION AND INTERPRETATION

To evaluate the objectives of the study, required data were collected from primary sources.
The data required for the study were collected from the selected respondents by circulating an
online questionnaire.
General information from the individual respondents on their social and demographic
characteristics like age, educational status, occupation.
 4.2 HYPOTHESIS TESTING

The two major types of hypothesis are null and alternative.

Null hypothesis states that there is no significant relationship between the two variables being
studied and the results are due to chance and are not significant in terms of supporting the
idea being investigated.
Alternative hypothesis states that there is relationship between the two variables studied and
that the results are not due to chance and that they are significant in terms of supporting the
theory being investigated.

Null Hypothesis (H0): There is no significant relationship between consumer perception of

mobile phones and their awareness regarding it.

Alternative Hypothesis(H1): There is significant relationship between consumer perception

of mobile phones and their awareness regarding it.
 CHAPTER-5
RESULTS & DISCUSSIONS

5.1MAJOR FINDINGS

The research based on a primary survey of 54 people in Nizamabad

aimed at studying the consumers buying behaviour and their
perception and awareness towards mobile phones.
The findings from the research are:

5.2DISCUSSIONS AND SUGGESTIONS

(5.2.1) DISCUSSIONS
An attempt has been made to analyse the consumer purchasing frequency for the mobile
phones.
The study was to determine factors that influence consumer buying behaviour and their
preferences in mobile phones in Nizamabad city. The factors that had were found to have
greatest influence on buying perception were memory capacity, brand reputation, variety of
applications and durability of the brand. It was also noted that among the needs that
influenced brand usage and perception, communicating and staying connected with others,
and networking with others through social and professional sites were most influential.

(5.2.2) SUGGESTIONS
Based on the findings of the study, the following recommendations are given to manufactures
and marketers of Smartphone.

• From the study it is found that the four key factors which influence the usage and
purchase decision of smartphone are product features, price, peer groups and brand
 image. So, the manufacturers and marketers can focus on these factors when they
design and promote the product.

• From the study it is found that customers are more interested in product features
like processing speed, camera and battery life so the manufactures can concentrate
more on it while designing smartphone.

• The smartphone manufacture can offer device with good processing speed because
the customer has more concerned towards the speed of the device.

• Smartphone companies can concentrate more on battery issues this is a major

problem faced by respondent in smartphone.

• The period of warranty and guaranty of smartphone can be increased to make the
customer to trust the smartphone and buy it.

• As peer group is an important factor in purchase decision of

smart phone, ‘word of mouth’ is a best way to promote smartphone. Also, most of
the smartphone users get reference through friends and family.

• The smartphone manufactures can reduce the build in application storage space
because the customers are interested more to have a personalized app.

• As price of the smart phone play a vital role in purchase decision, smartphone
marketers can increase the brand loyalty among smartphone users by offering
discounts if they buy their brand second time.

• The manufactures can offer different kinds of smartphone for different group of
target customers say youth, business professionals and housewife.
 • The companies can target more on the youth population as they are the one who
uses Smartphone the most.

5.3CONCLUSIONS
The overall results proved that the respondents have perceived smartphone in a positive
manner. The results can be used by Smartphone manufactures and marketers to know the
needs of their target customer and design the product and formulate marketing strategies
accordingly. The study shows that the product features like camera, battery life, processing
speed are the most important factors in purchase decision. Further Product feature, price, peer
group and brand image are the key influencing factors to buy the smartphone. Though the
price of smartphone is high the customers are ready to pay and afford it for their social need.
From this study it is clear that the Smartphone has become an essential part of life and it
made life easier. Thus, there is ample opportunity and scope for Smartphone brands to get a
larger pie in market share as long as they are to innovate in the industry.

In total, it is found that Technical Features are most considered attributes of mobile phone
followed by Looks, Image & Resource, Entertainment, Basic Attributes, Storage, Display,
Way Entertainment,
User Friendly and Weight. Technical attributes include Internet/GPRS, Huge Memory,
Sending & receiving e-mail, Strong battery back-up, Operating System, Video-calling
Facility and Multi- Window. Looks encompasses Shape, Size, Colour, Touch-Screen, Screen
size and Social Media Application. Image with Resource involves Dual Sim, Wi-fi and Brand
Image. Entertainment attributes incorporates Bluetooth, MP 3 Player and Playing Games.
Basic Attributes includes Communication and Design & Appearance. Storage & Display
attributes contains Video-recorder, Sophisticated and Good audio-video quality. Way
Entertainment attributes embraces Camera and FM-Radio. User friendly attributes includes
Key Pad and as a modem.

From the findings, it can be concluded that most of the aspects on focus had influence on
respondents’ perception on brand. However, among other factors, complementing
respondents’ lifestyle and recommendation by seller had comparatively low affirmation. This
implies that the recommendation by seller has little impact in influencing customers’
perception on brand. A look at the needs that influence usage and perception, it was found out
that respondentsagreed to most aspects. However, the following needs attracted low level of
affirmation: to fit in social circles, to influence non users to acquire smart phones and no need
to work overtime and during weekends. This reveals that any change to the above aspects will
have limited impact on the brand perception on brand.
A look at the relationship between brand perception and brand performance revealed that
there was a moderate relationship. A look at correlation between variables revealed that the
relationship between experience, opinion and quality was a good one. It is important to note
that price had a weak relationship between price and other variables. This reveals that any
change on price will have limited influence on brand performance.
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

Customer behaviour in selecting mobile

phones
51 responses

1 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

1.Name
51 responses

Danush

Vivek

Achyuth

Rashu

Srija

Nunavath Bhaskar

Dikshita

Tejaswini

Pandu

Shiva kumar

Ganesh

Radhika

Ganga Bhavani

Sanjana

Rohith

Anvesh

Butta shyam

Snehith

Navya

2 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

Nikita

Vamshi

Lakshmi

Ram

Diyva

Ramu

Monika

Sharanya

Rahul

Neela yashasri

Soumya

Oraganti Sagar

Surendra

Rohan

Keertana

Akshith

Shalini

P.Abiinaya shry

Anjali

Spoorthi

Ummeda vishnu

3 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

Nitisha

Vinnu

Kiran

Varidhi

K.GAYATHRI

Anupama

Radha

Mokshita

Oraganti saiteja

Manikanta

Ramya

2.Age group
51 responses

15-18
31.4% 18-22
22-26
26 Above

45.1%
19.6%

4 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

3.Gender
51 responses

Male
52.9% Female

47.1%

4.How long have you been using mobile phones?

51 responses

6-12 months
More than 1 year
31.4%
More than 2 years
More than 3 more
33.3%

11.8%

23.5%

5.Which brand do you use ?

51 responses

Samsang
15.7% Apple
23.5% Redmi
Realme
Others
27.5%

19.6%

13.7%

5 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

6.How much amount so you spend on your mobile phone?

50 responses

10k-15k
24% 15k-25k
25k-35k
12% 35k or more

32%

32%

7.Which processor you are using in your present mobile phone?

51 responses

Snapdragon
Mediatek
19.6% IOS
33.3%
Exynos

43.1%

8.What is the main feature of your mobile phone?

51 responses

Advanced cameras
11.8% Data connectivity
Multimedia capability
31.4% 15.7% Security feature
Others

17.6%

23.5%

6 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

9.What made you to choose a particular brand mobile phone?

50 responses

Features
6%
Camera Quality
22% Audio Quality
High end processor

50%

22%

10.For which content you use your mobile phone for more?
51 responses

Watching videos
27.5% Web browsing
For Education
For Business
9.8%

31.4%

31.4%

11.How important is customer service to you when choosing a mobile

phone?
51 responses

Very important
Important
41.2% Neutral
11.8%
Not important

43.1%

7 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

12.Have you experienced Any Dissatisfaction with your current?

51 responses

Yes
No
64.7%

35.3%

13.Do you read reviews before purchasing a mobile phone?

51 responses

Yes
No
31.4%

68.6%

14.What features are you looking for in your next mobile phone?
50 responses

30

21 (42%)
20

10

1 (2%) 2 (4%)
2 (4%) 2 (4%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%)
1 (2%) 1 (2%) 1 (2%)
1 (2%)
1 (2%)
1 (2%)
0
6g phone For battery Good camera quali… Nice camera Super
Carmen Gameing Good performance Public

8 of 9 26/03/25, 12:02
Customer behaviour in selecting mobile phones https://docs.google.com/forms/d/1DAm0-jnsOvkuVSdQdktn...

15.Rate your present mobile phone?

51 responses

Average rating (4.71)

1 2 3 4 5

40
39 (76.5%)

30

20

10
3 (5.9%) 9 (17.6%)
0 (0%) 0 (0%)
0
1 2 3 4 5

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