To study the consumer behavior for purchasing mobile handsets

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Abstract
The report is based on the consumer behavior for purchasing smartphone. It is a totally made
through primary source. We made a questionnaire based on the HUAWEI brand. There are about
100 respondents. Respondents are mostly students and from different levels. They are asked
several questions about the brand and they answered which we captured in our questionnaire. After
collecting the data, we put it in the SPSS and made factor analysis. In factor analysis we calculated
the KMO and Bartlett's Test which measures the performance of the brand. So after the calculation
we found that the performance is good or in acceptable. Alongside that we also calculated the scree
plot, communalities and Total Variance Explained. Then we give comments on the calculations.
There are some findings that we gave in the report and besides that some recommendations are
well. So on the whole it’s an effective report which will give the exact position in the consumer’s
mind.

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Chapter – 01
Introduction
Cultures are changing time to time. To run with this trend, smart phones are one of the most
necessary component. Smart phones are now become most precious and necessary things of a
modern world. Most of the people of the world are so excited about the way it’s giving service.
People from all ages wants to have a smart phone. The most important thing about a smart phone
is the way it works and also the features it got, features like Microsoft office, share it, media, games
and more which are very much in the consumer preference. There are lots of brands of smart
phones available in the market and Huawei is one of them. In recent research, it has been found
that most of the people of the world are buying Huawei handset. It’s popular because of its amazing
features. It gives long battery backup besides good calculating power. Mostly consumers
purchasing behavior depends on the features of the smart phone and also to its durability [1]. So
from that part Huawei is too good to have.
Objectives:
The main objective of the report is to know about the consumer behavior for purchasing smart
phone [2]. We have worked with a specific brand know as HUAWEI brand. There are some
additional objectives such as
 The impact of the serviceability of the brand to consumers
 The impact of the features of the brand to consumers
 Security system effectiveness of the brand
 Apps and benefits of the brand

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Chapter – 02
Methodology of the study
The analysis of this paper has tried to focus on consumer behavior for purchasing smart phone [2].
This study is actually conducted on the basis of primary data. The study is analyzed about
consumer perception and behavior for purchasing smart phone.
For the analysis, it has been designed in the following ways:
Population size
All the students of M. Keramot Ali Hall. At present there are 500 students in the hall.
Sample size
Sample size of this study is 50 respondents.
Source of Data
Basically, we have collected the data from primary sources. For conducting this report, we
collected some articles from online for preparing this report.
Procedure of Data Analysis
We put the data into SPSS and made factor analysis. In that factor analysis we calculated KMO
and Bartlett's Test, Scree plot, Communalities, Total Variance Explained

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Chapter – 03
Results and Discussion
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.742
Bartlett's Test of
Sphericity
Approx. Chi-Square 553.436
Df 210
Sig. .000
From the same table, we can see that Bartlett’s Test of sphericity is significant (0.742). That is
significance more than 0.05. In fact, it is actually 0.742 that indicate the acceptable relationship
among variables. Values between 0.7-0.8 acceptable and values above 0.9 are superb the
significance level is good enough to accept the null hypothesis. This means that correlation matrix
is an identity matrix.

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The scree plot is a graph of the eigenvalues against all the factors. The graph is useful for
determining how many factors to retain. The point of interest is where the curve starts to flatten. It
can be seen that the curve begins to flatten between factors 2 and 5. Note also that factor 4 onwards
have an eigenvalue of less than 1, so only four factors have been retained.

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Communalities
Initial Extraction
The brand is very popular 1.000 .678
Features of the brand is very good 1.000 .666
Pricing is lower in terms of market 1.000 .560
More benefits compare to others 1.000 .640
Brand is making useful advertisements 1.000 .812
The durability of the brand is good 1.000 .501
The service is up to its mark 1.000 .617
The price is in a getable range 1.000 .630
The service is found everywhere 1.000 .768
Style of the brand is attractive 1.000 .467
Battery power is long lasting 1.000 .605
Screen touch is very smooth 1.000 .722
Infrastructures of the brand is good 1.000 .752
Sound quality is effective 1.000 .610
Security is good and effective 1.000 .696
Different ways of Phone lock system 1.000 .551
Less chances of hacking passwords 1.000 .566
Apps work very smoothly 1.000 .604
Hotspot connection is effective 1.000 .711
Wi-Fi connection is strong 1.000 .777
Internal storage is good enough 1.000 .494
Extraction Method: Principal Component Analysis.

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The next item from the output is a table of communalities which shows how much of the variance
(i.e. the communality value which should be more than 0.5 to be considered for further analysis.
Else these variables are to be removed from further steps factor analysis) in the variables has been
accounted for by the extracted factors. For instance over 81% of the variance in Q.5 is accounted
for, while 49% of the variance in Q.21 is not accounted for.

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Total Variance Explained
Compo
nent
Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.844 23.067 23.067 4.844 23.067 23.067
2 1.988 9.467 32.533 1.988 9.467 32.533
3 1.704 8.116 40.649 1.704 8.116 40.649
4 1.477 7.033 47.683 1.477 7.033 47.683
5 1.281 6.102 53.784 1.281 6.102 53.784
6 1.129 5.374 59.158 1.129 5.374 59.158
7 1.006 4.791 63.950 1.006 4.791 63.950
8 .917 4.365 68.315
9 .857 4.079 72.394
10 .800 3.810 76.204
11 .711 3.387 79.591
12 .586 2.791 82.383
13 .567 2.699 85.082
14 .559 2.661 87.743
15 .485 2.309 90.052
16 .446 2.124 92.176
17 .405 1.926 94.103
18 .382 1.819 95.922
19 .352 1.677 97.599
20 .282 1.344 98.942
21 .222 1.058 100.000
Extraction Method: Principal Component Analysis

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SPSS extracts all factors with Eigenvalue value greater than 1, which leaves us with 7 factors. The
Eigenvalue associated with this factor. The first indicates Extraction sums of squared loadings.
The values in the part of the table are the same as the values of extraction. In the final part of the
table, Rotation Sums of Squared Loadings are the Eigenvalue of the factors after rotation are
displayed. Before rotation, factor 1 accounted for considerably more variance than the remaining
six (23.067% compared to 9.467, 8.116, 7.033, 6.102, 5.374 and 4.791 %), however after
extraction, it accounts for only 23.067% of variance (compared to 9.467, 8.116, 7.033, 6.102, 5.374
and 4.791 respectively that factor is not significant.

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Chapter – 04
Findings:
 The performance of the brand is good or in acceptable manner
 HUAWEI brand is giving more benefits than others
 Brand is making useful advertisements which capturing positions in consumer’s mind.
 The features and style of the brand is attractive to the consumers.
Recommendations:
 Brand should make the internal storage much higher than the other brands.
 Brand should produce smartphones in less prices.
Conclusion:
In this modern world nothing is possible without technical things. Now a day smartphones are one
of the most influential techniques of the modern world [3]. It makes it possible for every human
being and makes world easier. A lot of potential factors are found in a phone but question comes
which brand is to choose. Definitely people will go to those smartphones which are giving highest
performance. The service needs to be good besides the durability, features and smoothness needs
to be better. So in those circumstances HUAWEI brand is creating much more pleasure than others
and making a big impact in the consumer’s mind.

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References:
1. Page, T., Smartphone technology, consumer attachment and mass customisation. International
Journal of Green Computing (IJGC), 2013. 4(2): p. 38-57.
2. Kang, Y.M., C. Cho, and S. Lee. Analysis of factors affecting the adoption of smartphones. in
Technology Management Conference (ITMC), 2011 IEEE International. 2011. IEEE.
3. Raento, M., A. Oulasvirta, and N. Eagle, Smartphones: An emerging tool for social scientists.
Sociological methods & research, 2009. 37(3): p. 426-454.