CONTENTS

CHAPTER NO: CHAPTER NAME PAGE NO

1 INTRODUCTION 4-8

2 REVIEW OF LITERATURE 9-17

3 THEORETICAL FRAME WORK 18-22

4 DATA ANALYSIS AND INTERPRETATION 23-44

5 FINDINGS, SUGGESTION, CONCLUSIONS 45-51

6 BIBLIIOGRAPHY 50-52

7 APPENDIX 53-57

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 LIST OF TABLES

SL.NO TITLE PAGE NO

4.1 AGE 24

4.2 GENDER 25

4.3 OCCUPATION 26

4.4 INCOME 27

4.5 PHONE BRAND CURRENTLY USE 28

4.6 ANDROID PHONE CURRENTLY USE 29

4.7 PRICE RANGE 30

4.8 PURCHASE PHONE 31

4.9 PREFER PHONE 32

4.10 UPGRADE ANDROID PHONE 33

4.11 BRAND VALUE 34

4.12 SECURITY FEATURES 35

4.13 GAMING PERFORMANCE 36

4.14 PRICE 37

4.15 OTHERS 38

4.16 COST 39

4.17 SCREEN SIZE 40

4.18 BETTER CAPACITY 41

4.19 OPERATING SYSTEM UPDATION 42

4.20 EXPENDABLE STORAGE CAPACITY 43

4.21 OTHERS 44

2
 LIST OF DIAGRAMS
SL.NO TITLE PAGE NO

4.1 AGE 24

4.2 GENDER 25

4.3 OCCUPATION 26

4.4 INCOME 27

4.5 PHONE BRAND CURRENTLY USE 28

4.6 ANDROID PHONE CURRENTLY USE 29

4.7 PRICE RANGE 30

4.8 PURCHASE PHONE 31

4.9 PREFER PHONE 32

4.10 UPGRADE ANDROID PHONE 33

4.11 BRAND VALUE 34

4.12 SECURITY FEATURES 35

4.13 GAMING PERFORMANCE 36

4.14 PRICE 37

4.15 OTHERS 38

4.16 COST 39

4.17 SCREEN SIZE 40

4.18 BETTER CAPACITY 41

4.19 OPERATING SYSTEM UPDATION 42

4.20 EXPENDABLE STORAGE CAPACITY 43

4.21 OTHERS 44

3
 CHAPTER 1
INTRODUCTION

4
1.1 INTRODUCTION
The smartphone industry has experienced rapid growth in recent years, with Android phones
being the most popular choice among consumers. The youth, in particular, have been
instrumental in driving the demand for Android phones, with their preference for these
devices being influenced by various factors such as design, features, price, and brand
reputation. This study aims to investigate the customer preference among Android phones
among youth in Palakkad, a district in Kerala, India.

The youth in Palakkad are increasingly becoming tech-savvy, with a

growing demand for smartphones that offer advanced features, high-quality cameras, and
sleek designs. Android phones, in particular, have become extremely popular among the
youth in Palakkad, with various brands such as Samsung, OnePlus, and Xiaomi offering a
range of devices that cater to different budgets and preferences. This study seeks to
understand the factors that influence the purchasing decisions of youth in Palakkad when it
comes to Android phones.

The findings of this study will provide valuable insights into

the customer preference among Android phones among youth in Palakkad. The study will
also identify the key factors that influence the purchasing decisions of youth in Palakkad,
which will be useful for smartphone manufacturers and marketers who are looking to target
this demographic. Furthermore, the study will contribute to the existing literature on
consumer behavior and preference, particularly in the context of the smartphone industry.

1.2 STATEMENT OF PROBLEM

The Android phone market has become increasingly saturated, with numerous brands and
models available to consumers. This has led to a high degree of confusion among customers,
particularly among the youth, who are increasingly becoming tech-savvy. The youth in
Palakkad, Kerala, are no exception, and they face a daunting task when it comes to choosing
an Android phone that meets their needs and preferences.

Despite the availability of numerous Android phone brands and

models, there is a lack of understanding of the factors that influence customer preference
among youth in Palakkad. The existing literature on customer preference and consumer

5
behavior provides some insights, but it is largely generic and does not take into account the
specific needs and preferences of youth in Palakkad. This knowledge gap needs to be
addressed in order to provide a deeper understanding of customer preference among Android
phones among youth in Palakkad.

The absence of a comprehensive study on customer preference among

Android phones among youth in Palakkad has significant implications for smartphone
manufacturers and marketers. Without a clear understanding of customer preferences,
manufacturers and marketers may struggle to develop effective marketing strategies and
create products that meet the needs and preferences of their target audience. This study aims
to address this knowledge gap by investigating the factors that influence customer preference
among Android phones among youth in Palakkad.

1.3 OBJECTIVES OF THE STUDY

● To know the buying behaviour of the consumer

● To know the consumer satisfaction towards different smart phones.

1.4 SCOPE OF THE STUDY

The scope of this study is to investigate the customer preference among Android phones
among youth in Palakkad, Kerala. The study aims to identify the factors that influence the
purchasing decisions of youth when it comes to Android phones, including brand, price,
features, and design. The study will also examine the demographic characteristics of youth in
Palakkad, such as age, income, and education level, to determine how these factors impact
their preferences.

The study will focus on youth in the age group of 18-25 years, who are
currently using or planning to purchase an Android phone. The study will be conducted in
Palakkad district, which will provide a representative sample of youth in Kerala. The study
will use a combination of primary and secondary data collection methods, including surveys,
interviews, and focus group discussions.

The findings of this study will provide valuable insights into the customer
preference among Android phones among youth in Palakkad. The study will contribute to the

6
existing literature on consumer behavior and preference, particularly in the context of the
smartphone industry. The study's findings will also be useful for smartphone manufacturers
and marketers who are looking to target the youth segment in Palakkad and other similar
markets.

1.5 RESARCH METHDOLOGY

1.5.1 RESEARCH DESIGN
In this research, descriptive in used to conduct the study.

1.5.2 SOURCE OF DATA

Data were collected using primary and secondary sources.

PRIMARY DATA
The primary data were collected through android users.

SECONDARY DATA
The secondary data is collected from Internet
* Internet
* Books

1.5.3 SAMPLING PROCEDURE

SAMPLE DESIGN
Sampling design is a design, or a working plan, that specifies the population frame, Sample
size, sample selection and Estimation Method in detail. Objective of the study to know the
buying behaviour of the consumer.

SAMPLE UNIT
Sampling unit includes the android users in Palakkad

1.5.4 SAMPLE SIZE

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50 samples from android users selected for the study

1.5.5 SAMPLING METHOD

Convenience sampling is used.

1.5.6 TOOLS USED FOR ANALYSIS

The data collected were suitably classified and analysed keeping view the objectives of the
study. For the purpose of analysis, statistical tools like percentage averages, bar diagrams,
pies diagrams and scaling techniques were used.

1.6 LIMITATION

1.Time constraint is a major limitations

2.Limited data is collected from 50 respondents
3.Data collection is limited to Palakkad only
4.Respondant may be relevant

1.7. Chapter Design

1. The first chapter of the research study deals with the introduction and research
methodology.
2. The second chapter presents the review of literature.
3. Theoretical framework is displayed in the third chapter.
4. In the fourth chapter, the analysis and interpretation of the data collected is shown.
5. The fifth chapter shares the findings, suggestions and the conclusion of the research
study

8
 CHAPTHER 2
REVIEW OF LITERATURE

9
1.Jelena Dorcic, Jelena Komsic, Suzana Markovic Mobile technologies and applications
towards smart tourism–state of the art Mobile technologies and applications have
revolutionized the tourism industry, leading to the rise of smart tourism, where digital tools
enhance travel experiences, accessibility, and convenience. With advancements in mobile
apps, augmented reality (AR), artificial intelligence (AI), and location-based services, tourists
can easily plan trips, book accommodations, navigate destinations, and access real-time
information. Smart tourism applications provide personalized recommendations, digital tour
guides, and interactive maps, improving user engagement and travel efficiency. Technologies
like QR codes, mobile payments, and virtual reality (VR) experiences further enhance tourist
satisfaction by offering seamless and immersive travel solutions. The integration of mobile
technologies in smart tourism also benefits businesses and local economies by enabling better
customer interaction, targeted marketing, and data-driven decision-making. However,
challenges such as data privacy concerns, digital accessibility gaps, and dependency on
internet connectivity remain key issues. Studies suggest that sustainable smart tourism
requires the continuous development of secure, user-friendly applications and infrastructure
to support digital transformation in the travel sector. As mobile technologies evolve, future
research should focus on enhancing AI-driven recommendations, improving cybersecurity in
travel apps, and leveraging smart city initiatives to create more efficient and sustainable
tourism ecosystems.

2.Binil V Rajan An analysis on the role of smartphones in online buying behaviour of

customers in Kerala Smartphones play a crucial role in shaping online buying behavior
among customers in Kerala, where increasing internet penetration and digital literacy have
fueled the growth of e-commerce. With the widespread availability of affordable smartphones
and high-speed mobile internet, consumers in Kerala prefer shopping through mobile apps
and websites for convenience, personalized recommendations, and exclusive online
discounts. Factors such as ease of use, secure payment options, and seamless browsing
experiences influence purchasing decisions. Additionally, social media platforms and digital
advertisements significantly impact consumer preferences, as many shoppers rely on online
reviews and influencer endorsements before making a purchase.The adoption of mobile
wallets and UPI-based transactions has further enhanced the smartphone-driven online
shopping experience, making payments faster and more secure. Seasonal sales, cashback
offers, and app-exclusive deals encourage higher engagement with e-commerce platforms.
However, challenges such as trust issues regarding product quality, delivery reliability, and
data privacy concerns still affect consumer confidence. The role of smartphones in online
buying behavior is expected to grow further as technological advancements improve user
experience and businesses focus on mobile-first strategies to cater to the evolving digital
consumer base in Kerala.

3.Fahad Aldhaban Exploring the adoption of Smartphone technology: Literature review The
adoption of smartphone technology has been widely studied across various disciplines, with
research highlighting factors such as usability, affordability, social influence, and

10
technological advancements. According to the Technology Acceptance Model (TAM),
perceived usefulness and ease of use significantly impact smartphone adoption rates. Other
theoretical frameworks, such as the Diffusion of Innovation (DOI) theory, suggest that factors
like relative advantage, compatibility, and observability influence how quickly consumers
embrace new smartphone technology. Literature also indicates that demographics, including
age, income, and education level, play a crucial role in adoption patterns, with younger and
tech-savvy individuals being more inclined to adopt smartphones quickly. In addition to
individual factors, external elements such as marketing strategies, network infrastructure, and
government policies affect smartphone adoption. Studies show that affordable pricing,
flexible financing options, and brand perception drive consumer choices in both developed
and developing markets. Moreover, the increasing integration of artificial intelligence, 5G
technology, and mobile applications has further accelerated smartphone adoption. However,
challenges such as digital literacy gaps, privacy concerns, and environmental impacts of
smartphone production and disposal remain key areas for future research. The existing
literature underscores the evolving nature of smartphone adoption, emphasizing the need for
continuous study on emerging trends and user behavior.

4.Richard Duncombe, Richard Boateng Mobile Phones and Financial Services in

Developing Countries: a review of concepts, methods, issues, evidence and future research
directions Mobile phones have become a crucial tool for financial services in developing
countries, bridging the gap between traditional banking and unbanked populations. Mobile
banking, digital wallets, and fintech applications have enabled millions to access financial
services, including money transfers, savings, loans, and payments, without the need for
physical bank branches. Concepts such as financial inclusion, mobile money interoperability,
and digital literacy play a vital role in understanding how mobile technology transforms
economic participation. Methods used to study this phenomenon include case studies,
surveys, and data analytics to assess adoption rates, user behavior, and the socio-economic
impact of mobile financial services.Despite the benefits, several challenges persist, including
regulatory issues, cybersecurity risks, and digital inequality. Limited internet access, low
smartphone penetration, and a lack of financial literacy hinder widespread adoption in certain
regions. Additionally, concerns about transaction security, fraud, and data privacy must be
addressed to build trust in mobile financial services. Existing evidence suggests that mobile
banking enhances economic empowerment, particularly for women and small businesses.
Future research should focus on improving digital infrastructure, enhancing cybersecurity
measures, and exploring the role of artificial intelligence and blockchain in advancing mobile
financial services in developing economies.

5.Azira Rahim, Siti Zaharah Safin, Law Kuan Kheng, Nurliyana Abas, Siti Meriam Ali
Factors influencing purchasing intention of smartphone among university students he
purchasing intention of smartphones among university students is influenced by several
factors, including price, brand reputation, features, and peer influence. Affordability plays a
crucial role, as students often have limited budgets and seek smartphones that offer the best

11
value for money. Brand loyalty also impacts their choices, with well-established brands like
Apple and Samsung attracting students due to their reliability and status symbol appeal.
Additionally, features such as camera quality, battery life, storage capacity, and performance
influence purchasing decisions, as students rely on smartphones for academic purposes,
6.Laura Jane Bry, Tommy Chou, Elizabeth Miguel, Jonathan S Comer Consumer
smartphone apps marketed for child and adolescent anxiety: a systematic review and content
analysis social networking, and entertainment. Apart from technical specifications, marketing
strategies, promotional offers, and social influence also shape students’ buying behavior.
Word-of-mouth recommendations, online reviews, and influencer endorsements significantly
impact their decisions. The availability of flexible payment options, such as installment plans
or student discounts, further encourages smartphone purchases. Moreover, environmental
concerns and sustainability practices are becoming increasingly important, with some
students considering eco-friendly and durable smartphone options. As technology advances,
university students continue to seek smartphones that align with their academic, social, and
personal needs while balancing cost and brand preference A systematic review and content
analysis of consumer smartphone apps marketed for child and adolescent anxiety reveal a
growing reliance on digital solutions for mental health support. These apps often feature
relaxation techniques, cognitive-behavioral therapy (CBT) exercises, mood tracking, and
guided meditation to help young users manage anxiety. Many applications claim to provide
evidence-based interventions, offering interactive tools such as breathing exercises,
journaling, and gamification to engage children and adolescents. The accessibility and
convenience of these apps make them appealing to both young users and their caregivers,
especially in regions with limited access to traditional mental health services.However,
concerns remain regarding the scientific validation, privacy policies, and effectiveness of
these apps. Many lack rigorous clinical trials to support their claims, and only a few are
developed with input from mental health professionals. Additionally, data privacy issues pose
a significant risk, as some apps collect sensitive user information without adequate security
measures. While smartphone apps have the potential to complement traditional mental health
treatments, their effectiveness largely depends on proper regulation, clinical validation, and
user engagement. Future research should focus on evaluating the long-term impact of these
apps and ensuring they adhere to ethical and professional standards in digital mental health
care.

7.Tania Karim, Md Bazlur Rahman Mobile internet service preferences of young customers:
Evidence from Bangladesh Business A systematic review of healthcare applications for
smartphones highlights the growing role of mobile technology in improving medical services,
patient management, and health monitoring. With the widespread use of smartphones,
healthcare apps have become essential tools for both patients and healthcare professionals.
These applications serve various purposes, including telemedicine, medication reminders,
chronic disease management, fitness tracking, and mental health support. Studies indicate that
mobile health (mHealth) apps contribute to improved patient engagement, real-time
monitoring, and increased accessibility to medical information, ultimately enhancing

12
healthcare outcomes. Despite their benefits, healthcare applications face challenges such as
data privacy concerns, regulatory compliance, and varying levels of accuracy in diagnostics
and monitoring. While many apps provide valuable health insights, the lack of
standardization and approval from medical authorities can affect their reliability. Moreover,
user engagement and adherence to app-based healthcare interventions remain critical factors
in determining their effectiveness. Future advancements in artificial intelligence, data
security, and user-friendly designs will be essential in optimizing the impact of healthcare
applications on global health systems.

8.Abu Saleh Mohammad Mosa, Illhoi Yoo, Lincoln Sheets A systematic review of
healthcare applications for smartphones A systematic review of healthcare applications for
smartphones highlights the growing role of mobile technology in improving medical services,
patient management, and health monitoring. With the widespread use of smartphones,
healthcare apps have become essential tools for both patients and healthcare professionals.
These applications serve various purposes, including telemedicine, medication reminders,
chronic disease management, fitness tracking, and mental health support. Studies indicate that
mobile health (mHealth) apps contribute to improved patient engagement, real-time
monitoring, and increased accessibility to medical information, ultimately enhancing
healthcare outcomes. Despite their benefits, healthcare applications face challenges such as
data privacy concerns, regulatory compliance, and varying levels of accuracy in diagnostics
and monitoring. While many apps provide valuable health insights, the lack of
standardization and approval from medical authorities can affect their reliability. Moreover,
user engagement and adherence to app-based healthcare interventions remain critical factors
in determining their effectiveness. Future advancements in artificial intelligence, data
security, and user-friendly designs will be essential in optimizing the impact of healthcare
applications on global health systems.

9. K Mahalakshmi, Nithya Ramadass, K Kavitha A comparative study on customers

satisfaction towards android operating system and iphone operating system in moblie phone
Annals of the Romanian Society for Cell Biology 25 (5), 1752-1759, 202 A comparative
study on customer satisfaction between the Android operating system and the iPhone (iOS)
operating system in mobile phones reveals significant differences in user preferences,
usability, and overall experience. Android users often appreciate the customization options,
affordability, and wide range of device choices, making it accessible to different market
segments. On the other hand, iPhone users tend to prioritize security, seamless ecosystem
integration, and long-term software support, which contribute to a more consistent and
optimized user experience. While Android provides flexibility in terms of hardware and
software customization, iOS is known for its stability, premium design, and user-friendly
interface. Customer satisfaction largely depends on individual needs and expectations.
Android users who prefer open-source flexibility and diverse hardware options may find the
platform more appealing, while iPhone users who seek smooth performance, security, and
regular updates may lean towards iOS. Studies indicate that iPhone users often report higher

13
satisfaction levels due to brand loyalty and ecosystem benefits, such as seamless
synchronization across Apple devices. However, Android users appreciate the variety of
choices, affordability, and innovation offered by different manufacturers. Ultimately, the
satisfaction level between the two operating systems depends on the balance between
customization, security, performance, and ecosystem preferences.

10.Karen Lim Lay-Yee, Han Kok-Siew, Benjamin Chan Yin-FahInternational Journal of

Asian Social Science 3 (12), 2426-2440, 2013 Malaysian Generation Y's smartphone
purchase decisions are influenced by several key factors, including brand reputation,
convenience, dependency, price, product features, and social influences. A study conducted
in the Klang Valley region revealed that these factors significantly impact purchasing
behavior among this demographic. Product features, such as advanced technology, user-
friendly interfaces, and innovative functionalities, emerged as the strongest predictor of
purchase decisions. Additionally, social influences, including peer recommendations and
societal trends, play a crucial role in shaping preferences. Brand reputation and pricing also
significantly affect choices, with Generation Y consumers seeking a balance between quality
and affordability.

11.Sudha Rani, Neeta Sharma Consumer behavior towards usage of smartphone (in rohtak
cityInternational Journal of Enhanced Research in Management & Computer Applications, 9-
14, 2014 Rohtak city, consumer behavior towards smartphone usage is influenced by various
factors, including demographic characteristics, brand preferences, and desired features. A
study by Sudha Rani and Neeta Sharma revealed that the majority of smartphone users are
female students with a monthly income ranging from ₹5,000 to ₹30,000. These users
prioritize features such as internet connectivity and access to various applications, viewing
smartphones not only as communication tools but also as status symbols. Further research by
Bhanwar Singh identified six key factors influencing smartphone purchasing decisions in
Rohtak: physical attributes and guarantees, special offers, recommendations from family and
salespeople, domestic brand preference, and device size. Among these, physical attributes
and guarantees were considered the most significant, highlighting consumers' emphasis on
tangible product qualities and assurance of reliability.

12.Norazah Mohd Suki Students’ demand for smartphones: Structural relationships of

product features, brand name, product price and social influence Campus-wide information
systems 30 (4), 236-248, 2013 Students' demand for smartphones is influenced by a
combination of product features, brand reputation, price, and social influence. Advanced
features like high-resolution cameras, long battery life, fast processors, and ample storage
play a crucial role in purchasing decisions. Many students prioritize smartphones that support
academic tasks, entertainment, and social media engagement. Brand name also significantly
impacts demand, as well-known brands often symbolize quality, status, and reliability,

14
making students more inclined to choose reputable manufacturers over lesser-known
alternatives. Price sensitivity is another key factor, with students often seeking a balance
between affordability and functionality. Budget constraints lead many to consider mid-range
or refurbished models that still offer competitive features. Social influence, including peer
recommendations, online reviews, and social media trends, also strongly affects purchasing
behavior. Students are more likely to choose a smartphone that aligns with their social circles
and lifestyle needs. Therefore, manufacturers and marketers must consider these structural
relationships to effectively cater to student preferences.

13.Catherine Watson, Jeff McCarthy, Jennifer Rowley Consumer attitudes towards mobile
marketing in the smart phone era International Journal of Information Management 33 (5),
840-849, 2013 In the smartphone era, consumer attitudes toward mobile marketing have
become increasingly complex, shaped by personalization, convenience, and privacy concerns.
Many consumers appreciate targeted advertisements, app-based promotions, and location-
based offers that provide relevant deals and seamless shopping experiences. The rise of social
media and mobile apps has also made marketing more interactive and engaging, with
influencer collaborations and in-app purchases becoming mainstream. Additionally, features
like push notifications and SMS marketing allow brands to maintain direct and instant
communication with customers. However, privacy concerns and ad fatigue have made some
consumers wary of mobile marketing. The overuse of intrusive ads, excessive notifications,
and data collection without transparency can lead to negative perceptions and reduced trust in
brands. Consumers are now more conscious of their digital footprint and expect companies to
respect their privacy while delivering value-driven marketing. As a result, successful mobile
marketing strategies must balance personalization with privacy, ensuring a user-friendly
experience that fosters trust and engagement.

14.Heikki Karjaluoto, Jari Karvonen, Manne Kesti, Timo Koivumäki, Marjukka Manninen,
Jukka Pakola, Annu Ristola, Jari Salo Factors affecting consumer choice of mobile phones:
Two studies from Finland Journal of Euromarketing 14 (3), 59-82, 2005 . Two studies from
Finland have identified several key factors that influence consumer choice when selecting a
mobile phone. These factors include price, brand reputation, technical features, design, and
user-friendliness. Consumers often prioritize affordability while also considering the
reliability and prestige associated with certain brands. Additionally, features such as battery
life, camera quality, storage capacity, and operating system play a crucial role in decision-
making. Another significant factor is personal preference, influenced by social trends and
peer recommendations. Younger consumers tend to favor stylish and innovative designs,
while older users may prioritize ease of use and durability. Marketing efforts, promotions,
and the availability of after-sales services also impact purchasing decisions. These studies
highlight that consumer choices are shaped by a combination of functional needs, emotional
preferences, and external influences.

15
15.Suraj Chandrakant Kamble, Shikha Jain A Study on Usage of Smart Phone among
youngsters and Its Marketing Implications with Special Reference To Pune Studies in Indian
Place Names 40 (60), 6224-6243, 2020 . The study "A Study on Usage of Smartphone
Among Youngsters and Its Marketing Implications with Special Reference to Pune" explores
the smartphone usage patterns of young consumers in Pune and their impact on marketing
strategies. It examines key factors such as frequency of usage, preferred applications, brand
preferences, and purchasing behavior. The study highlights how smartphones have become
an essential tool for communication, entertainment, social networking, and online shopping,
shaping the digital habits of young consumers in the region. The findings provide valuable
insights for marketers aiming to target Pune's youth segment effectively. By understanding
their preferences and digital engagement, businesses can refine their mobile marketing
strategies, focusing on personalized advertising, app-based promotions, and social media
campaigns. The study emphasizes the need for brands to leverage mobile platforms to
enhance consumer engagement and drive sales in the competitive smartphone market.

16. Hajra Arif, Shahbaz Ahmed, Muhammad Farrukh Aslam Factors Affecting Customer's
Preferences to Buy Cellular Phone for Local versus International Brands:(A Case Study in
Pakistan) Journal of Marketing and Consumer Research 10, 2015 . The study "Factors
Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth
Markets" examines the key drivers that shape young consumers' willingness to engage with
mobile marketing in two different national contexts. It explores factors such as perceived
usefulness, ease of use, trust, privacy concerns, and personalization to understand how they
influence consumer attitudes. By comparing youth markets in two countries, the research
highlights the role of cultural and economic differences in shaping mobile marketing
acceptance, offering a broader perspective on global consumer behavior. The findings
suggest that while some factors, such as trust and privacy, are universally important, cultural
variations affect how young consumers perceive mobile marketing strategies. The study
emphasizes the need for businesses to adopt localized marketing approaches while ensuring
transparency and data security. These insights provide practical implications for marketers
aiming to optimize mobile campaigns and enhance consumer engagement in different
regions.

17. Fareena Sultan, Andrew J Rohm, Tao Gao Factors influencing consumer acceptance of
mobile marketing: a two-country study of youth markets Journal of interactive marketing 23
(4), 308-320, 2009 The study "Factors Influencing Consumer Acceptance of Mobile
Marketing: A Two-Country Study of Youth Markets" explores the key determinants affecting
young consumers' receptiveness to mobile marketing in two different countries. The research
examines factors such as perceived usefulness, trust, privacy concerns, personalization, and
cultural differences in shaping consumer attitudes toward mobile marketing. By comparing
youth markets across two regions, the study highlights how contextual factors, including

16
technological advancement and consumer behavior, influence mobile marketing acceptance.
The findings provide valuable insights for marketers aiming to enhance engagement with
young consumers through mobile platforms. The study emphasizes the importance of trust-
building strategies, data privacy measures, and tailored marketing approaches to improve
consumer acceptance. By identifying cross-cultural similarities and differences, the research
offers practical recommendations for businesses looking to optimize mobile marketing
strategies in diverse youth markets.

17
 CHAPTER 3
THEORETICAL FRAME WORK

3.1 Customer preference among with Android phones among youth:

18
The Android phone market has experienced rapid growth in recent years, with a wide range
of devices available to consumers. Among youth, Android phones are particularly popular
due to their affordability, customization options, and access to a wide range of apps.
However, with so many options available, it can be challenging for youth to decide which
Android phone to purchase. This study aims to investigate the customer preference among
Android phones among youth in Palakkad, exploring the factors that influence their
purchasing decisions.

One of the key factors that influence customer preference among Android phones is price.
Youth are often budget-conscious and look for devices that offer good value for money.
Other factors that influence customer preference include features such as camera quality,
battery life, and storage capacity. Additionally, youth are often influenced by social media
and peer recommendations, with many seeking advice from friends and family members
before making a purchase.

Another important factor that influences customer preference among Android phones is brand
reputation. Youth often have strong brand preferences, with some preferring Samsung, others
preferring Xiaomi, and others preferring Vivo. Brand reputation is often influenced by factors
such as customer service, product quality, and innovation. Youth are also influenced by the
design and aesthetics of the device, with many preferring devices with sleek designs and
vibrant colors.

In terms of specific features, youth prioritize cameras, batteries, and processors when it
comes to Android phones. They also value devices with good storage capacity, as they often
use their phones to store music, videos, and other files. Additionally, youth prioritize devices
with good gaming performance, as many enjoy playing games on their phones. In terms of
operating system, youth prefer devices with the latest version of Android, as this ensures they
have access to the latest features and security updates.

In conclusion, customer preference among Android phones among youth in Palakkad is

influenced by a range of factors, including price, features, brand reputation, design, and
operating system. Youth prioritize devices with good cameras, batteries, and processors, as
well as devices with good storage capacity and gaming performance. By understanding these
preferences, Android phone manufacturers can design devices that meet the needs and
preferences of youth in Palakkad, ultimately driving customer satisfaction and loyalty.

3.2 The factors that influence the customer's intention to purchase an

Android phone:

19
The intention to purchase an Android phone is influenced by a range of factors, including the
customer's perception of the phone's quality, features, and price. Research has shown that
customers who perceive an Android phone as being of high quality, with desirable features
and a competitive price, are more likely to form a positive intention to purchase. Conversely,
customers who perceive an Android phone as being of poor quality, with limited features and
a high price, are less likely to form a positive intention to purchase.

Another important factor that influences the customer's intention to purchase an Android
phone is the brand reputation. Customers who perceive a brand as being reputable, reliable,
and trustworthy are more likely to form a positive intention to purchase. Conversely,
customers who perceive a brand as being unreliable, untrustworthy, or of poor quality are less
likely to form a positive intention to purchase. Brands such as Samsung, Google, and
OnePlus have established themselves as reputable and reliable brands in the Android market,
which has contributed to their success.

The customer's social environment also plays a significant role in influencing their intention
to purchase an Android phone. Research has shown that customers are often influenced by
the opinions and recommendations of friends, family, and peers when making purchasing
decisions. Customers who receive positive recommendations from their social network are
more likely to form a positive intention to purchase. Conversely, customers who receive
negative recommendations are less likely to form a positive intention to purchase.

In addition to these factors, the customer's perceived behavioral control also influences their
intention to purchase an Android phone. Perceived behavioral control refers to the customer's
perception of their ability to purchase the phone. Customers who perceive that they have the
necessary financial resources and access to the phone are more likely to form a positive
intention to purchase. Conversely, customers who perceive that they do not have the
necessary financial resources or access to the phone are less likely to form a positive
intention to purchase.

In conclusion, the customer's intention to purchase an Android phone is influenced by a range

of factors, including the customer's perception of the phone's quality, features, and price, the
brand reputation, the customer's social environment, and the customer's perceived behavioral
control. By understanding these factors, marketers and manufacturers can design effective
marketing strategies to influence the customer's intention to purchase an Android phone.

3.3 Relationship between customers' preference and actual behavior in

purchasing an Android phone:

20
The relationship between customers' preference and actual behavior in purchasing an Android
phone is a complex one. Research has shown that customers' preferences do not always
translate into actual purchasing behavior. There are several factors that can influence this
relationship, including customers' perceived behavioral control, subjective norms, and
attitudes towards the phone. For instance, a customer may prefer a particular Android phone,
but may not purchase it due to budget constraints or lack of availability.

One of the key factors that influences the relationship between customers' preference and
actual behavior is perceived behavioral control. This refers to the customers' perception of
their ability to purchase the phone. If customers perceive that they have the necessary
financial resources and access to the phone, they are more likely to translate their preference
into actual purchasing behavior. On the other hand, if customers perceive that they do not
have the necessary resources or access, they may not purchase the phone despite their
preference.

Subjective norms also play a significant role in influencing the relationship between
customers' preference and actual behavior. Subjective norms refer to the customers'
perception of what others think they should do. If customers perceive that others think they
should purchase a particular Android phone, they are more likely to translate their preference
into actual purchasing behavior. On the other hand, if customers perceive that others do not
think they should purchase the phone, they may not purchase it despite their preference.

Attitudes towards the phone also influence the relationship between customers' preference
and actual behavior. If customers have a positive attitude towards the phone, they are more
likely to translate their preference into actual purchasing behavior. On the other hand, if
customers have a negative attitude towards the phone, they may not purchase it despite their
preference. For instance, a customer may prefer a particular Android phone, but may not
purchase it if they have a negative attitude towards the brand.

In conclusion, the relationship between customers' preference and actual behavior in

purchasing an Android phone is influenced by several factors, including perceived behavioral
control, subjective norms, and attitudes towards the phone. By understanding these factors,
marketers and manufacturers can design effective marketing strategies to influence
customers' purchasing behavior and increase sales of Android phones.
[07/03, 5:17 am] Meta AI: Here are 5 paragraphs on the relationship between customers'
preference and actual behavior in purchasing an Android phone:

21
The relationship between customers' preference and actual behavior in purchasing an Android
phone is a complex one. Research has shown that customers' preferences do not always
translate into actual purchasing behavior. There are several factors that can influence this
relationship, including customers' perceived behavioral control, subjective norms, and
attitudes towards the phone. For instance, a customer may prefer a particular Android phone,
but may not purchase it due to budget constraints or lack of availability.

One of the key factors that influences the relationship between customers' preference and
actual behavior is perceived behavioral control. This refers to the customers' perception of
their ability to purchase the phone. If customers perceive that they have the necessary
financial resources and access to the phone, they are more likely to translate their preference
into actual purchasing behavior. On the other hand, if customers perceive that they do not
have the necessary resources or access, they may not purchase the phone despite their
preference.

Subjective norms also play a significant role in influencing the relationship between
customers' preference and actual behavior. Subjective norms refer to the customers'
perception of what others think they should do. If customers perceive that others think they
should purchase a particular Android phone, they are more likely to translate their preference
into actual purchasing behavior. On the other hand, if customers perceive that others do not
think they should purchase the phone, they may not purchase it despite their preference.

Attitudes towards the phone also influence the relationship between customers' preference
and actual behavior. If customers have a positive attitude towards the phone, they are more
likely to translate their preference into actual purchasing behavior. On the other hand, if
customers have a negative attitude towards the phone, they may not purchase it despite their
preference. For instance, a customer may prefer a particular Android phone, but may not
purchase it if they have a negative attitude towards the brand.

In conclusion, the relationship between customers' preference and actual behavior in

purchasing an Android phone is influenced by several factors, including perceived behavioral
control, subjective norms, and attitudes towards the phone. By understanding these factors,
marketers and manufacturers can design effective marketing strategies to influence
customers' purchasing behavior and increase sales of Android phone

22
 CHAPTER 4
DATA ANALYSIS

DATA ANALYSIS AND INTERPRETATION

TABLE 4.1AGE

23
 Age Frequency Percentage (%)

Below 20 23 46

20-30 18 36

30-35 9 18

Total 50 100

FIGURE 4.1 AGE

FREQUENCY

50
45
40
35
30
25
20
15
10
5
0
Below 20 20-30 30 above Total

INTERPRETATION
The table presents the age distribution of respondents in the study. It shows that the majority
(46%) are below 20 years old, followed by those aged 20-30 years, who constitute 36% of the
total. The smallest group, making up 18%, consists of respondents above 30 years. This
indicates that the study population is predominantly young, with a significant proportion
under 30 years old.

TABLE 4.2 GENDER

24
 Gender Frequency Percentage (%)

Male 19 48%

Female 29 36%

Others 2 18%

Total 50 100%

FIGURE 4.2 GENDER

FREQUENCY
Others

Male

Female

Male Female Others

INTERPRETATION
The table presents the gender distribution of respondents. It shows that 48% are male, 36%
are female, and 18% identify as others. This indicates that the study sample has a higher
representation of males, followed by females, with a smaller proportion belonging to other
gender identities.

TABLE 4.3 OCCUPATION

25
 Occupation Frequency Percentage (%)

Student 19 38%

Private employee 16 32%

Government employee 13 26%

Others 2 4%

Total 50 100%

FIGURE 4.3 OCCUPATION

FREQUENCY

20
18
16
14
12
10
8
6
4
2
0
Student Private employee Government employee Others

INTERPRETATION
The table presents the occupational distribution of respondents. It shows that the majority
(38%) are students, followed by private employees (32%) and government employees (26%).
A small portion (4%) falls under the "Others" category. This indicates that the study sample
consists mainly of students and working professionals, with a higher representation of
private-sector employees compared to government workers.

TABLE 4.4 INCOME

26
 Income Frequency Percentage (%)

Below 10000 15 30%

10000-20000 17 34%

Above 20000 18 36%

Total 50 100%

FIGURE 4.4 INCOME

FREQUENCY

18

17.5

17

16.5

16

15.5

15

14.5

14

13.5
Below 10000 10000-20000 Above 20000

INTERPRETATION
The table presents the income distribution of respondents. It shows that 30% earn below
10,000, 34% have an income between 10,000 and 20,000, and 36% earn above 20,000. This
indicates that the respondents have a diverse income range, with the highest proportion
falling in the above 20,000 category, followed closely by the middle-income group.

TABLE 4.5 PHONE BRAND CURRENTLY USE

Phone brand currently Frequency Percentage (%)

27
 use

Samsung 10 20%

Xiaomi 8 16%

Vivo 13 26%

Oppo 7 14%

Others 12 24%

Total 50 100

Figure 4.5 PHONE BRAND CURRENTLIY USE

FREQUENCY

14

12

10

0
Samsung Xiaomi Vivo Oppo Others

INTERPRETATION
The table presents the distribution of phone brands currently used by respondents. Vivo is the
most popular brand, used by 26% of respondents, followed by Samsung at 20%. The
"Others" category, which includes various brands, accounts for 24%. Xiaomi and Oppo have
lower usage, with 16% and 14%, respectively. This indicates that while Vivo is the most
preferred brand among respondents, a significant portion uses a variety of other brands.

TABLE 4.6 ANDROID PHONE CURRENLIY USE

28
 Currently use Frequency Percentage (%)

Less than 1 year 14 28%

1-2 year 12 24%

2-3 year 12 24%

More than3 year 12 24%

Total 50 100%

FIGURE 4.6 ANDROID PHONE CURRENLIY USE

FREQUENCY

14

13.5

13

12.5

12

11.5

11
Less than 1 year 1-2 year 2-3 year More than3 year

INTERPRETATION
The table presents the duration of Android phone usage among respondents. It shows that
28% have been using their current phone for less than a year, while 24% have had theirs for
1-2 years, 2-3 years, or more than 3 years. This indicates a balanced distribution, with a
slightly higher proportion of users replacing their phones within a year.

TABLE 4.7 COST

29
 Cost Frequency Percentage (%)

Below 10000 5 10%

10000-20000 17 34%

20000-30000 18 36%

Above 30000 10 20%

Total 50 100%

FIGURE 4.7 COST

FREQUENCY

18

16

14

12

10

0
Below 10000 10000-20000 20000-30000 Above 30000

INTERPRETATION
The table illustrates the cost distribution of respondents' phones. The majority (36%) spent
between 20,000-30,000, followed by 34% who paid between 10,000-20,000. Meanwhile,
20% purchased phones costing above 30,000, and only 10% spent below 10,000. This
suggests that most respondents prefer mid-range smartphones.

TABLE 4.8 PURCHASE PHONE

30
 Purchase Frequency Percentage (%)

Online store 13 26%

Brand store 19 38%

Local store 15 30%

Others 3 6%

Total 50 100

FIGURE 4.8 PURCHASE PHONE

FREQUENCY

20
18
16
14
12
10
8
6
4
2
0
Online store Brand store Local store Others

INTERPRETATION
The table shows the preferred purchase locations for phones among respondents. The highest
percentage (38%) bought their phones from brand stores, followed by 30% who purchased
from local stores. Online stores accounted for 26% of purchases, while 6% bought their
phones through other means. This indicates that most respondents prefer physical stores,
particularly brand stores, for purchasing their phones.

TABLE 4.9 PREFER PHONES

31
 Prefer phones Frequency Percentage (%)

Stock android 24 48%

Custom UI 26 52%

Total 50 100%

FIGURE 4.9 PREFER PHONES

FREQUENCY

Stock
android
Custom UI

Stock android Custom UI

INTERPERTATION
The table presents respondents' preferences between stock Android and custom UI phones.
The results show that 52% of users prefer custom UI, while 48% favor stock Android. This
indicates a nearly balanced preference, with a slight inclination towards custom UI, possibly
due to additional features, customization options, and brand-specific enhancements.

32
TABLE 4.10 UPGRADE ANDROID PHONE
Upgrade phone Frequency Percentage (%)

Every year 5 10%

Every 2 year 15 30%

Every 3 year 14 28%

Only when it becomes 16 32%

unusable

Total 50 100%

FIGURE 4.10 UPGRADE ANROID PHONE

FREQUENCY

16

14

12

10

0
Every year Every 2 year Every 3 year Only when it becomes
unusable

INTERPRETATION
The table illustrates the frequency at which users upgrade their Android phones. The majority
(32%) prefer to upgrade only when the device becomes unusable, while 30% upgrade every
two years and 28% every three years. Only 10% of users upgrade their phones annually. This
suggests that most users keep their phones for a longer period, likely due to cost
considerations, device durability, or satisfaction with current performance.

33
TABLE 4.11 BRAND VALUE
Brand image Frequency Percentage (%)

Highly preferable 28 56%

Preferable 20 40%

Neutral 2 4%

Less preferable 0 0

Not preferable 0 0

Total 50 100%

Mean value: 4.52

FIGURE 4.11 BRAND VALUE

FREQUENCY

30

25

20

15

10

0
Highly preferable Preferable Neutral Less preferable Not preferable

INTERPRETATION
The table shows that brand value plays a significant role in consumers' purchasing decisions.
A majority of respondents (56%) consider brand image highly preferable, while 40% find it
preferable. Only 4% remain neutral, and none rated it as less preferable or not preferable.
With a mean value of 4.52, it is evident that brand reputation strongly influences consumer
preferences when choosing a phone.

34
TABLE 4.12 SECURITY FEATURES
Security features Frequency Percentage (%)

Highly preferable 10 20%

Preferable 30 60%

Neutral 9 18%

Less preferable 1 2%

Not preferable 0 0

Total 50 100%

Mean value: 3.98

FIGURE 4.12 SECURITY FEATURES

FREQUENCY

30

25

20

15

10

0
Highly preferable Preferable Neutral Less preferable Not preferable

INTERPRETATION
The table indicates that security features are an important factor for consumers when
choosing a phone. A majority (60%) consider security features preferable, while 20% find
them highly preferable. Meanwhile, 18% remain neutral, and only 2% consider them less
preferable. With a mean value of 3.98, it suggests that security features are generally valued,
but not the top priority for most users.

35
TABLE 4.13 GAMING PERFORMANCE
Frequency Percentage (%)

Highly preferable 20 40%

Preferable 22 44%

Neutral 5 10%

Less preferable 2 4%

Not preferable 1 2%

Total 50 100%

Mean value: 4.16

FIGURE 4.13 GAMING PERFORMANCE

FREQUENCY

25

20

15

10

0
Highly preferable Preferable Neutral Less preferable Not preferable

INTERPRETAION
The table shows that a majority of respondents consider the given factor as important, with
40% rating it as highly preferable and 44% as preferable. A smaller portion (10%) remains
neutral, while a minority (6%) finds it less or not preferable. The mean value of 4.16 suggests
a generally positive perception, indicating that most users value this feature significantly.

36
TABLE 4.14 PRICE
Frequency Percentage (%)

Highly preferable 14 28%

Preferable 27 54%

Neutral 6 12%

Less preferable 2 4%

Not preferable 1 2%

Total 50 100%

Mean value:4.02

FIGURE 4.14 PRICE

FREQUENCY

30

25

20

15

10

0
Highly preferable Preferable Neutral Less preferable Not preferable

INTERPRETATION
The table shows that a majority of respondents consider the given factor as important, with
40% rating it as highly preferable and 44% as preferable. A smaller portion (10%) remains
neutral, while a minority (6%) finds it less or not preferable. The mean value of 4.16 suggests
a generally positive perception, indicating that most users value this feature significantly .

37
TABLE 4.15 OTHERS
Frequency Percentage (%)

Highly preferable 22 44%

Preferable 17 34%

Neutral 9 18%

Less preferable 2 4%

Not preferable 0 0

Total 50 100%

Mean value: 4.48

FIGURE 4.15 OTHERS

FREQUENCY

25

20

15

10

0
Highly preferable Preferable Neutral Less preferable Not preferable

INTERPRETATION
The table indicates that the majority of respondents consider the factor to be important, with
28% rating it as highly preferable and 54% as preferable. A smaller portion (12%) remains
neutral, while only 6% find it less or not preferable. The mean value of 4.02 suggests a
generally favorable perception, indicating that most users appreciate this aspect.

38
TABLE 4.16 COST
Frequency Percentage (%)

Highly satisfied 11 22%

Satisfied 27 54%

Neutral 10 20%

Less satisfied 2 4%

Not satisfied 0 0

Total 50 100%

Mean value: 3.94

FIGURE 4.16 COST

FREQUENCY

30

25

20

15

10

0
Highly satisfied Satisfied Neutral Less satisfied Not satisfied

INTERPRETATION
The table indicates that 22% of respondents are highly satisfied, while 54% are satisfied,
making a total of 76% expressing positive satisfaction. Meanwhile, 20% remain neutral, and
only 4% are less satisfied, with no respondents reporting dissatisfaction. The mean value of

39
3.94 suggests a generally positive response, though there is room for improvement in
achieving higher satisfaction levels.

TABLE 4.17 SCREEN SIZE

Frequency Percentage (%)

Highly satisfied 13 26%

Satisfied 20 40%

Neutral 14 28%

Less satisfied 2 4%

Not satisfied 1 2%

Total 50 100%

Mean value.3.82

FIGURE 4.17 SCREEN SIZE

FREQUENCY

20
18
16
14
12
10
8
6
4
2
0
Highly satisfied Satisfied Neutral Less satisfied Not satisfied

INTERPERTATION

40
The table shows that 26% of respondents are highly satisfied, while 40% are satisfied,
making a total of 66% expressing positive satisfaction. Meanwhile, 28% remain neutral, and
a small portion (6%) are either less satisfied or not satisfied. The mean value of 3.82 indicates
a generally positive response, though the significant neutral responses suggest potential areas
for improvement to enhance overall satisfaction.

TABLE 4.18 BETTER CAPACITY

Frequency Percentage (%)

Highly satisfied 8 16%

Satisfied 24 48%

Neutral 16 32%

Less satisfied 2 4%

Not satisfied 0 0

Total 50 100%

Mean value:3.76

FIGURE 4.18 BETTER CAPACITY

FERQUENCY

25

20

15

10

0
Highly satisfied Satisfied Neutral Less satisfied Not satisfied

41
INTEROPERTATION
The table indicates that 16% of respondents are highly satisfied, while 48% are satisfied,
resulting in a combined satisfaction rate of 64%. Additionally, 32% of respondents remain
neutral, while a small percentage (4%) are less satisfied. The mean value of 3.76 suggests a
generally positive response, though the high percentage of neutral responses indicates room
for improvement in enhancing overall satisfaction.

TABLE 4.19 OPERATING SYSTEM UPDATION

Frequency Percentage (%)

Highly satisfied 12 24%

Satisfied 22 44%

Neutral 13 26%

Less satisfied 3 6%

Not satisfied 0 0

Total 50 100

Mean value:3.86

FIGURE 4.19 OPERATING SYSTEM UPDATION

42
 FREQUENCY

25

20

15

10

0
Highly satisfied Satisfied Neutral Less satisfied Not satisfied

INTERPERTATION
The table shows that 24% of respondents are highly satisfied, while 44% are satisfied,
making a combined satisfaction rate of 68%. Additionally, 26% remain neutral, and 6% are
less satisfied. With a mean value of 3.86, the overall response leans towards satisfaction,
though the presence of neutral and less satisfied respondents suggests potential areas for
improvement.

TABLE 4.20 EXPENDABLE STORAGE CAPACITY

Frequency Percentage (%)

Highly satisfied 8 16%

Satisfied 24 48%

Neutral 16 32%

Less satisfied 1 2%

Not satisfied 1 2%

Total 50 100%

43
Mean value:3.74

FIGURE 4.20 EXPENDABLE STORAGE CAPACITY

FREQUENCY

25

20

15

10

0
Highly satisfied Satisfied Neutral Less satisfied Not satisfied

INTERPERTATION
The table indicates that 16% of respondents are highly satisfied, while 48% are
satisfied, leading to a total satisfaction rate of 64%. Meanwhile, 32% of
respondents remain neutral, and a small percentage (4%) express dissatisfaction.
With a mean value of 3.74, the overall perception leans towards satisfaction,
though the significant proportion of neutral responses suggests room for further
improvements.

TABLE 4. 21 OTHERS
Frequency Percentage (%)

Highly satisfied 9 18%

Satisfied 29 58%

Neutral 9 18%

Less satisfied 3 6%

Not satisfied 0 0

44
 Total 50 100%

Mean value: 3.88

FIGURE 4.21 OTHERS

FREQUENCY

30

25

20

15

10

0
Highly satisfied Satisfied Neutral Less satisfied Not satisfied

INTERPRETATION
The table shows that 18% of respondents are highly satisfied, while 58% are satisfied,
bringing the total satisfaction level to 76%. Meanwhile, 18% remain neutral, and a small
percentage (6%) are less satisfied, with no respondents being completely dissatisfied. The
mean value of 3.88 suggests a generally positive response, with most participants leaning
towards satisfaction

45
 CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS
● The highest percentage (46%) of the respondents are from the age group of below 20.
● The largest proportion (48%) of the respondents are male.
● The highest percentage (38%) of the respondents are students.
● The highest percentage (36%) of the respondents have an income of above 20000.

46
● The highest percentage (26%) of respondents most used brand is Vivo.
● The highest percentage (28%) of respondents have been using their current phone for
less than a year.
● The highest percentage (36%) of respondents most chosen price range is 20000 -
30000.
● The highest percentage (38%) of respondents bought their phones from brand stores.
● Majority (52%) of the respondents are prefer custom UI.
● The highest percentage (32%) of the respondents are prefer to upgrade only when the
device becomes unusable.
● Majority (56%) of the respondents consider brand image highly preferable.
● Majority (60%) of the respondents are consider security features preferable.
● The largest proportion (44%) of respondents are consider gaming performance
preferable.
● The majority of the respondents are 28 (56%) commented that they highly preferable
with the brand value.
● The majority of the respondents are 27 (54%) commented that they highly preferable
with the price.
● The majority of the respondents are 22 (44%) commented that they highly preferable
with the others.
● The majority of the respondents are 27 (54%) commented that they highly preferable
with the cost
● The majority of the respondents are 20 (40%) commented that they highly preferable
with the screen size.
● The majority of the respondents are 24 (48%) commented that they highly preferable
with the battery capacity.
● The majority of the respondents are 22 (44%) commented that they highly preferable
with the operating system.
● The majority of the respondents are 24 (48%) commented that they highly preferable
with the expandable storage capacity.
● The majority of the respondents are 29 (58%) commented that they highly preferable
with the others.

47
5.2 SUGGESTIONS
In recent years, the smartphone industry has experienced rapid growth, with Android phones
dominating the market due to their affordability, variety, and customization options. Youth,
in particular, have become significant consumers in this sector, driven by their demand for
social connectivity, entertainment, and productivity tools. This study aims to explore the key
factors influencing the preference for Android phones among the youth in Palakkad. Factors
such as brand perception, pricing, features, performance, and after-sales service will be
examined to understand purchasing behaviour. Understanding these preferences is crucial for
smartphone brands looking to effectively target the youth demographic in this region.

The study will employ both primary and secondary data collection
methods, including surveys and interviews with youth from various educational institutions,

48
workplaces, and social circles in Palakkad. By analysing trends in preferred brands, popular
features, and budget considerations, this research aims to provide insights that can help
businesses tailor their marketing strategies. Additionally, the findings may benefit local
retailers in aligning their product offerings to meet the preferences of young consumers,
ultimately enhancing customer satisfaction and sales performance.

5.3 CONCLUSION
The study on customer preference for Android phones among youth in Palakkad reveals that
factors such as affordability, brand reputation, advanced features, and user-friendly interfaces
significantly influence purchasing decisions. Most respondents showed a strong preference
for brands that offer value for money, regular software updates, and good camera quality.
Additionally, social influence, peer recommendations, and online reviews played a crucial
role in shaping their choices. The study also highlighted that youth in Palakkad are highly
conscious of emerging trends, favouring devices that provide enhanced gaming, social media,
and multitasking capabilities.

Based on these findings, it is recommended that smartphone brands and retailers focus on
improving product visibility, offering competitive pricing, and enhancing customer

49
engagement through digital marketing strategies. Providing attractive offers, student
discounts, and interactive campaigns could further capture the youth market. By aligning
their strategies with the preferences identified in this study, businesses can effectively cater to
the growing demand for Android phones among the younger generation in Palakkad.

50
BIBLIOGRAPHY

51
5.4 REFERENCE
1.Jelena Dorcic, Jelena Komsic, Suzana Markovic Mobile technologies and applications
towards smart tourism–state of the art Tourism Review 74 (1), 82-103, 2019

2.Binil V Rajan An analysis on the role of smartphones in online buying behaviour of

customers in Kerala Journal of Management 6 (3), 2019

3.Fahad Aldhaban Exploring the adoption of Smartphone technology: Literature review 2012
Proceedings of PICMET'12: Technology Management for Emerging Technologies, 2758-
2770, 2012

4.Richard Duncombe, Richard Boateng Mobile Phones and Financial Services in Developing
Countries: a review of concepts, methods, issues, evidence and future research directions
Third World Quarterly 30 (7), 1237-1258, 2009

5.Azira Rahim, Siti Zaharah Safin, Law Kuan Kheng, Nurliyana Abas, Siti Meriam Ali
Factors influencing purchasing intention of smartphone among university students Procedia
Economics and Finance 37, 245-253, 2016

6.Laura Jane Bry, Tommy Chou, Elizabeth Miguel, Jonathan S Comer Consumer smartphone
apps marketed for child and adolescent anxiety: a systematic review and content analysis
Behaviour therapy 49 (2), 249-261, 2018

7.Tania Karim, Md Bazlur Rahman Mobile internet service preferences of young customers:
Evidence from Bangladesh Business Perspective Review 4 (2), 32-45, 2022

8.Abu Saleh Mohammad Mosa, Illhoi Yoo, Lincoln Sheets A systematic review of healthcare
applications for smartphones BMC medical informatics and decision making 12, 1-31, 2012

9.K Mahalakshmi, Nithya Ramadass, K Kavitha A comparative study on customers

satisfaction towards android operating system and iphone

52
10.operating system in mobile phone Annals of the Romanian Society for Cell Biology 25
(5), 1752-1759, 202

11.Karen Lim Lay-Yee, Han Kok-Siew, Benjamin Chan Yin-FahInternational Journal of

Asian Social Science 3 (12), 2426-2440, 2013

12..Sudha Rani, Neeta Sharma Consumer behavior towards usage of smartphone (in rohtak
cityInternational Journal of Enhanced Research in Management & Computer Applications, 9-
14, 2014

13.Norazah Mohd Suki Students’ demand for smartphones: Structural relationships of

product features, brand name, product price and social influence Campus-wide information
systems 30 (4), 236-248, 2013

14.Catherine Watson, Jeff McCarthy, Jennifer Rowley Consumer attitudes towards mobile
marketing in the smart phone era International Journal of Information Management 33 (5),
840-849, 2013

15.Heikki Karjaluoto, Jari Karvonen, Manne Kesti, Timo Koivumäki, Marjukka Manninen,
Jukka Pakola, Annu Ristola, Jari Salo Factors affecting consumer choice of mobile phones:
Two studies from Finland Journal of Euromarketing 14 (3), 59-82, 2005

16.Hajra Arif, Shahbaz Ahmed, Muhammad Farrukh Aslam Factors Affecting Customer's
Preferences to Buy Cellular Phone for Local versus International Brands:(A Case Study in
Pakistan) Journal of Marketing and Consumer Research 10, 2015

17. Fareena Sultan, Andrew J Rohm, Tao Gao Factors influencing consumer acceptance of
mobile marketing: a two-country study of youth markets Journal of interactive marketing 23
(4), 308-320, 2009

53
APPENDIX

54
5.5 QUESTIONNAIRE
A STUDY ON CUSTOMER PREFERENCE AMONG ANDROID PHONE AMONG
YOUTH WITH SPECIAL REFERENCE TO PALAKKAD

1. Age
Below 20☐

20-30☐

30 -35 ☐

2. Gender
Male ☐

Female ☐

Others ☐

3. Occupation
Student ☐

Private employee☐

Government employee ☐

Others ☐

4. Income
Below 10000☐

10000-20000☐

Above 20000☐

5. Which android phone brand do you currently use

Samsung ☐

Xiaomi ☐

55
Vivo☐

Oppo☐

Others ☐

6. How long have you been using your current android phone
Less than 1 year ☐

1-2 year ☐

2-3 year ☐

More than 3 year☐

7. What was the price range of your current android phone

Below 10000 ☐

10000-20000☐

20000-30000☐

Above 30000☐

8. From where do you usually purchase android phone

Online store ☐

Brand store ☐

Local store ☐

Others ☐

9. Do you prefer phones with

Stock android ☐

Custom ui ☐

10. How often do you upgrade your android phone

56
Every year ☐

Every 2 year ☐

Every 3 year ☐

Only when it becomes unusable ☐

11. Rate your reason for preference

Highly Preferable Neutral Less Not

preferable preferable preferable

Brand name

Security name

Gaming
performance

Price

Others

57
 12. Satisfaction level

Highly Satisfied Neutral Less satisfied Not satisfied

satisfied

Cost

Screen size

Better
capacity

Operating
system
updation

Expendable
capacity

Others

58
59