This document provides a literature review on factors influencing the buying of mobile handsets. Several studies have found that physical attributes, price, features, brand name, durability, and recommendations from friends are important factors. Previous research also found that price and features are the most important decision factors. Younger consumers are influenced by social factors as well. The current study aims to identify the key factors influencing mobile phone purchases in Jagdalpur and Raipur City, India.

1. 1
A
DISSERTATION
On
THE STUDY OF FACTORS INFLUENCING THE BUYING OF
MOBILE HANDSETS WITH REFERENCE TO JAGDALPUR AND
RAIPUR CITY
Submitted for the partial fulfilment of the requirements of degree in
Masters of Business Administration
Amity University, Chhattisgarh
Session (2018-2020)
DISSERTATION GUIDE: SUBMITTED BY:
Dr. Sumantra Bhattacharya Udit Das
MBA 4th
Sem
A80301918022

2. 2
EXECUTIVE SUMMARY
The objective of this study was to examine consumer buying behavior of mobile
phone handsets and to investigate the reasons underlying mobile phone change
with respect to the following research questions: The effect of demographics on
the evaluations of different attributes related to mobile phone handsets choice;
The effect of psychographics on the evaluations of different attributes related to
mobile phone handsets choice; The effect of behavior on the evaluations of
different attributes related to mobile phone handsets choice. This study is to help
the mobile phone industry as a whole by assisting in filling the knowledge gap on
the understanding of consumers‟ choice criteria in mobile phone markets by
studying factors that influence intention to acquire new mobile phones. Primary
data collection method was used in this study. This study used quantitative
method of data analysis. The quantitative analysis is applied using descriptive
statistics. The information was collected using questionnaire. One hundred
twenty-four questionnaires were handed out, and analyzed. This was presented
using tables and pie charts to give a clear picture of the research findings. From
the analysis, it was concluded that technology and design seemed to be more
important than price and that technological and design factors should be give
more importance by mobile phone manufacturers and/or retailers.
Specifically, mobile phone manufacturers should consider improving on phone
weight and size amongst other factors. They should also concentrate on handset
colors, changeability of skin/cover, color screen, touch screen, iconic menu styles
and minimal keystrokes in terms of design factors. Further research should be
done to the topic in order to understand more about each brand as technology,
design and price vary on brands as well. Also, a more diverse target population
would be more beneficial in this field of study.

3. 3
ACKNOWLEDGEMENT
I express my gratitude to Dr. Sumantra Bhattacharya for guiding me
and for giving me the opportunity as well as the autonomy to
experiment with my own ideas. I am obliged to him for not only his
academic guidance but also for the personal efforts that he made to
motivate and energize me. I would like to thank him for the constant
faith and support that helped in nurturing and blossoming of the present
project. His valuable guidance, suggestions, criticism and the judgment
helped in exceling in the domain that I chose for this project. The guide
has always answered my strangest of the questions and confusions
patiently with smiling graciousness. He always appreciated my views
and gave me the opportunity for further improvements by taking
personal interest in the project. The present stage of the project is the
result of patience, motivation, suggestions and the overwhelming
support of my guide.
Finally, I am indebted to this institute and colleagues who encouraged
me to work harder. Their support served to renew my spirit and helped
to refocus the attention and energy in order to carry out this work
successfully.
Udit Das
MBA 4th
Sem (2018-2020)

4. 4
TABLE OF CONTENTS
Title Page No.
EXECUTIVE SUMMARY……………………………………………………………… 2
ACKNOWLDEGEMENT………………………………………………………………. 3
CHAPTER 1 INTRODUCTION……………………………………………………….. 5
1.1 RESEARCH MOTIVATION…………………………………………………... 7
1.2 OBJECTIVES OF THE RESEARCH………………………………………….. 8
1.3 RATIONALE OF THE STUDY……………………………………………….. 9
1.4 SIGNIFICANCE OF THE STUDY……………………………......................... 10
1.5 LIMITATIONS OF THE STUDY…………………………………………....... 10
CHAPTER 2 LITERATURE REVIEW………………………………………………. 11
CHAPTER 3 METHODOLOGY…………………………………………………….... 16
3.1 RESEARCH DESIGN………………………………………………………..... 17
3.2 SAMPLING……………………………………………………………………. 17
3.3 RESEARCH INSTRUMENT………………………………………………..... 17
3.4 DATA COLLECTION……………………………………………………….... 17
3.5 MEASUREMENT SCALES……………………………………....................... 17
3.6 ANALYSIS TECHNIQUES USED…………………………………………… 17
CHAPTER 4 FINDINGS AND DISCUSSIONS……………………………………… 18
4.1 DATA ANALYSIS AND INTERPRETATION………………………………. 19
4.2 FINDINGS……………………………………………………………………... 26
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS………...................... 27
5.1 FINDINGS AND CONCLUSION…………………………………………….. 28
5.2 SUGGESTIONS……………………………………………………………….. 28
5.3 FUTURE RESEARCH SUGGESTIONS……………………………………... 30
5.4 CONCLUSION………………………………………………………………... 30
REFERENCES…………………………………………………………………………. 31
APPENDIX……………………………………………………………………………... 34

5. 5
CHAPTER-1
INTRODUCTION

6. 6
INTRODUCTION
Mobile Phone industry in India
Indian cell phone advertise is a developing business sector, with numerous cell
phone organizations focusing on India as their market. A portion of the real
universal organizations are Samsung, Apple, Sony, Nokia, Motorola, LG and so
on however the piece of the overall industry of global brand are diminishing as
developing brands like One Plus, OPPO, Redmi, VIVO, Micromax, Huawei,
Karbonn, Lava and so on are propelling cell phone with android working
frameworks and wide screen at extremely low value contrast with other
worldwide brands.
The India smartphone market grew 7% YoY in both Q4 2019 and in 2019 due
to the expansion of Chinese brands with their aggressive pricing and promotional
strategy.
“realme (255%), Xiaomi (5%) and Vivo (76%) were the fastest growing
smartphone brands in 2019.”
The Smartphone client are commonly observed to be more youthful than the
general feature phone group of onlookers. Highlights like content to discourse,
GPS and social sites are helping individuals to effortlessly stay coordinated with
society. Utilizing these administrations and numerous different highlights, people
can without much of a stretch impart their requirements, look for help from other
individuals and stay associated with society.
The Indian mobile handset market, second largest in the world, is expected to
grow in single-digits in 2020, lower than the 2019 levels, as consumers are
hesitant to upgrade to entry level smartphones and are holding onto their devices
for a longer time.
Market research firm TechArc, in its forecast on 2020, said that the overall market
will see 2% dip compared to sales in 2019, attributed to continuous fall in sales
of feature phones as well as smart feature phones. Counterpoint Research predicts
a 6-9% growth due to low demand of feature phones. International Data Corp.
(IDC) also expects double-digit growth will be difficult to achieve.
“There are about 450 million smartphone users as compared to 550 million
feature phone users in India. About 40-45% of feature phone users own a device

7. 7
at less than Rs 1000. So, the cost of ownership, the lack in internet literacy and
the rigidity that feature phones have is holding the users back from buying a
smartphone,” said Navkender Singh, Research Director, IDC India
A survey by Statistica, 2017 indicated that 9% of mobile users in India hear music
on their smartphones and 49% used it for visiting social network sites.
1.1 RESEARCH MOTIVATION
The Youth population 18-30 years accounts for more than 20 percent of the total
India’s population.
India, which is the second most crowded nation of the world, with around 327
million cellphone users in the U.S. when contrasted with 1.17 billion in India.
As per counterpoint research, about 33% of phones sold are in Rs. 11,000 to Rs.
18,000 price range, and is the fastest-growing segment.
India is the second-largest smartphone market after China, in 2019 158 million
smartphones were shipped to India.
Chinese smartphone brands – Xiaomi, Oppo, Vivo, Realme, Oneplus accounts
for over 72% of the mobiles sold in the country, while rest is taken by Samsung,
Asus, Apple, and Google.
• Xiaomi grew 7% YoY in Q4 2019 and 5% YoY in 2019 driven by expansion
in offline channels and the strong performance of its Redmi Note series.
• Vivo grew 76% YoY in 2019 and 132% YoY in Q4 2019 driven good
performance of its budget segment series.
• Samsung shipments remained almost flat YoY in 4Q19, while it has shown a
5% YoY decline in 2019 as a whole. Samsung shipments were driven by its
upgraded A and M series (A50s, A30s, M30s and A20s).
• OPPO shipments almost doubled YoY in Q4 2019, due to demand for
its budget segment device A5s and the good performance of its recently
launched devices A9 2020 and A5 2020 in the offline segment.
• realme grew 255% in India in 2019. The growth of realme was driven by an
aggressive go-to-market strategy that involved launching several industry-first
features with a strong design language. This is resonating well among young
consumers seeking value-for-money devices.
• Transsion Group (Itel, Infinix, and Tecno) reached its highest ever market
share in Q4 2019. Transsion remained strong in tier 3, tier 4 cities and rural
India. Itel was the number one smartphone brand in the entry-level sub-INR

8. 8
4,000 (US$ 60) price segment, while Tecno and Infinix showcased YoY growth
in INR 6000-INR 10000 (US$ 86-US$ 142) segment by bringing aggressive
features at lower price-points like 6.6-inch displays, 20:9 aspect ratio, 5000 mAH
battery, etc.
• Apple was one of the fastest-growing brands in Q4 2019 driven by multiple
price cuts on its XR device, thanks to local manufacturing in India.
Top 5 Smartphone Brands in India
1. Xiaomi – Market Share – 27%
2. Vivo – Market Share – 21%
3. Samsung – Market Share – 19%
4. Oppo – Market Share – 12%
5. Realme – Market Share – 8%
6. Others (Apple, LG, Huawei, Asus, Google, Lenovo, Motorola, ITEL, etc)
– Market Share – 13%
Trivedi and Raval (2016) expressed in excess of 70 percent of cell phone clients
depend upon to climb to premium cell phone models. Expanding number of cell
phone organizations looked into the Make in India action, and residential
assembling helped offers of cell phones in India.
1.2 OBJECTIVES OF THE RESEARCH
Primary Objectives
The main objective of this research is to determine the significant influence of
product features, brand name, peer influence, Innovation and product price on the
demand for smartphones among customers in Jagdalpur and Raipur City of India.

9. 9
Secondary Objectives
• To understand the relative importance of different attributes while buying
a Smartphone
• To identify whether social & personal factors have an impact on consumer
buying behaviour
• To develop a framework on the effects of external influence and internal
influence which affect self-concept and lifestyle of consumer which result
in purchasing decision making process.
• To analyze what are the factors which influence and eventually motivate
the customer to buy a mobile handset in Indian market.
• To determine whether the Smartphone is essential for them in their daily
life & whether it has made their daily life easy.
1.3 RATIONALE OF THE STUDY
A relatively few works and literature on the development of the adoption of
smartphone worldwide have been found as yet. Similarly, enough literature on
the same area of smartphone adoption is not available which has created a keen
interest of researchers to work in this area. Basically, the success of any
smartphone marketers relies heavily on the frame of choices to the customers by
ensuring that all their needs and desires are met in every way but in future choice
tools should be the focal point in creating customer preferences to purchase.
Therefore, the first task is to investigate the factors affecting the adoption of
smartphone to the students who are considered as a young generation and the next
part of the task is to measure the importance of each critical factors in creating
customer preferences of smartphone adoption, which will be a unique area of
further research of future smartphone users.

10. 10
1.4 SIGNIFICANCE OF THE STUDY
The research is important and need to be carried out because the marketer can get
well know of what the end users’ really needs and wants. The market can come
out with more suitable and competitive product or services to fulfil the
consumers’ satisfaction base on their feedback and opinion towards the product
or service. The research will be useful not only in mobile phone industry but also
other related marketing areas. The current study will be helpful for the marketers
to identify the factors that have an impact on consumers' buying behavior of
Smartphone buyers/users and will be helpful for them to formulate marketing
strategy regarding the Smartphone in future.
1.5 LIMITATIONS OF THE STUDY
• The consumers' buying behavior may be affected by cultural, social,
personal and psychological factors. But due to limitation of time and
resources the research has done only on two of them i.e. social and personal
factors
• Primary data has been collected through questionnaires which may not be
exactly accurate and analysis has been made on it because of the lockdown
imposed by the Indian Government in India due to COVID-19 pandemic
outbreak across the world so personal interaction with the respondents was
not possible.

11. 11
CHAPTER-2
LITERATURE
REVIEW

12. 12
LITERATURE REVIEW
Several researches have been conducted on the factors influencing the buying of
mobile handsets.
According, to Md Reaz Uddin, Nusrat Zahan Lopa & Md. Oheduzzaman
(2014), This study has put efforts to uncover the underlying “factors those affect
customers in choosing mobile phones”. The results show that the most important
factor is physical attributes. Some other factors are pricing, charging and
operating facilities, size and weight, friends’ and colleagues’ recommendations,
neighbours’ recommendations and advertising. The research was to find out the
underlying factors those have a role to determine the brands while customers
purchase mobile phone. It has been seen from the previous discussion that there
are lots of variables customers consider before choosing brand of mobile phones.
Some of the factors influence customers’ decision greatly while others have
comparatively low impact on the purchase decision. At the time of survey, it was
observed that various types of facilities are expected by the customers. But this
research work does not deal with the customer expectation. The research has
identified that many factors are deemed as selection criteria of mobile phones.
In the study conducted by Mesay Sata (2013) majority of the consumers own
Nokia mobile phones. In recent times, Nokia mobile phone users have plans to
shift to other brands such as Samsung, Apple and BlackBerry. The analysis
conducted by the researcher shows that, price is the most dominant factor in the
purchase decision of the consumer. The consumer’s second preference is
attractive features prevalent in the mobile handset. However, some features of
mobile phones are given more importance and some are considered as not
important. Brand name and durability of mobile phones were given due
importance in buying a mobile phone, since these two features are related to the
quality of the mobile phones and the least importance, being social influence and
after sales service. The purpose of this study was to investigate the “decision of
buying mobile phone devices” in Hawassa town, From this analysis, it was clear
that consumer’s value price followed by mobile phone features as the most
important variable amongst all and it also acted as a motivational force that
influences them to go for a mobile phone purchase decision. The study suggested
that the mobile phone sellers should consider the above-mentioned factors to

13. 13
equate the opportunity. The objective of this research was to investigate the
underlying factors that determine the decision to purchase mobile phone devices.
A. Mohankumar and U. Dineshkumar (2015), in their study mentioned that,
the consumers are buying a variety of mobile phones, which satisfy their needs
and wants. They are always influenced in their purchasing activities by some
considerations, which lead him to select a brand or a store, which is preferred by
others. Consumers mostly preferred Nokia mobile phones.
In their article they explained “customer purchase behaviour towards mobile
phones”. The present study is conducted in Erode city and it is decided to consider
different mobile phones’ like Nokia, Sony Ericsson, Samsung, HTC and
Micromax. This study helps to know the factors which influencing the consumer
to purchase Mobile Phones. Have report to know the buying behaviour of the
consumer while choosing Mobile Phones. This study also helps to know the
consumers satisfaction level towards different branded mobile phones. This study
also helps to know the reason for the dissatisfaction of the consumer. From this
study I have gained lot of practical exposure about consumer buying behaviour
towards mobile phones. The consumer buying a variety of mobile phones which
satisfy his wants and they are always influenced by his purchasing activities by
some considerations which lead him to select a particular brand or a particular
store in preferred to others. Consumers mostly preferred Nokia mobile phones.
Kumar and Chaubey (2015) studied the functional attributes which affected the
consumers buying decision of mobile phones. The research mentions that the
consumers give great importance to the product attributes than the functional
factors while purchasing a mobile phone.
According to Karjaluoto et al. (2005), price, brand, interface, and properties
tends to have the most influential factors affecting the actual choice amongst
mobile phone brands. Ling, Hwang and Salvendy (2007) surveyed college
students to identify their preference of their current mobile phone. The results of
their survey indicated that the physical appearance, size and menu organization
of the mobile phones are the most determinant factors affecting the choice of
mobile phones

14. 14
Karjaluoto et al. (2005) study dealt with the choice criteria of the consumers in
buying mobile phones. The factors studies were the influence intention to acquire
new mobile phones and factors influencing the change of mobile phones. The
technical problem in mobiles was found to be the main reason to change the
mobile phone and the most influential features sought by consumers before the
purchase of mobile phones were price, interface, brand and properties.
Deepa Guleria, 2015 conducted research on preference of consumers for smart
phone in Himachal Pradesh. The identified factor was various usability features
of mobile phone, which was observed from 80 participants.
M. Aftab Uddin, et. al, 2015 researched on factors affecting buying decision of
mobile phones. Through the literature survey, 21-item instrument was designed.
Reliability, Kaiser-Mayer-Olkin (KMO), and Bartletts’ tests were carried out to
analyze the data collected from 432 participants. Identified major factors were
uniqueness, social identity, brand image, physical attributes, ease of operation
and price.
Raymond K. Dziwornu (2007): This article he is explained “factors affecting
mobile phone purchase decision” in the Greater Accra Region of Ghana. Results
of the descriptive statistic show that Nokia and Samsung phones were the two
main brands of phones used by majority of the respondents interviewed. The
result of the binary log its regression model revealed that advanced technology
features such as internet browsing and durability or quality of mobile phone
handsets are the two main factors that are likely to positively and significantly
affect mobile phone purchase decision. This study analyzed the factors affecting
mobile phone purchase decision in the Greater Accra Region of Ghana, using the
binary log its regression model. The study revealed that majority of the
respondents who expressed their intention to acquire new phones were male, age
between 21-30, single and have attained education up to the tertiary level. The
study also shows that the two main factors significantly affecting mobile phone
purchase in the study area are advanced technology features and durability or
quality of mobile phones.

15. 15
Liu (2002) in a recent paper analyzed factors affecting the decision regarding
brand in the mobile phone industry in Asia. It was found that the choice of a
mobile phone is characterized by two distinct attitudes towards brands: attitudes
towards the mobile phone brand and attitudes towards the network. Customers’
choice of mobile phone brand is affected largely by new features more than size.
This trend of choosing is definitely towards phones with better capacity and larger
screens.
Sabnam Sreshtha (2016) led an exploration on the Smartphone purchasing
conduct of youthful customer in Kathmandu, Nepal. The principle reason for this
examination was to research the basic factors that decide the cell phone
purchasing conduct of youthful buyers of Nepal and the effects of their way of
life in basic leadership process. The examination researches how much a buyer is
impacted by their way of life and investigates the variables that impact youthful
shoppers in 5 acquiring cell phone. Besides, the examination investigates, how
web based life influence utilization conduct of cell phones among youthful
shoppers.
Rinky Trivedi and Dr. Rahul Raval (2016) considered the various variables
influencing purchasing intensions of clients towards smartphones. A theoretical
model was built up that outwardly and naturally influence the buy choices of the
clients. Based on inspecting past research work, the investigation demonstrates
that Product Feature, Brand Name, Price, Social Influence and Convenience have
positive effect on customer's buy goal.

16. 16
CHAPTER-3
METHODOLOGY

17. 17
3.1 RESEARCH DESIGN
The researcher used descriptive design in the study as the research is based on by
earlier hypothesis speculation having pre-planned structured design and will be
conducted via survey method administered towards various people using
smartphones in India. Descriptive research is conducted to describe phenomena
as they exist. It is used to identify and obtain information on the characteristics
of a particular problem or issue.
3.2 SAMPLING
A representative sample will be used comprising of people from every age group
residing in Jagdalpur and Raipur city of India. The research is based on a non-
probabilistic and self-selectable sampling method. Sample size consists of 124
respondents. Convenient sampling method is used.
3.3 RESEARCH INSTRUMENT
Questionnaire will be the research instrument used consisting of 16 questions and
circulated through Gmail, WhatsApp, Facebook and other social media platforms
possible between March 2020 to April 2020. A total of 124 responses were taken
and were retained after screening.
3.4 DATA COLLECTION
The data is collected primarily by questionnaire designed to accumulate relevant
insights from the factors influencing the buying of mobile handsets.
3.5 MEASUREMENT SCALES
Structured questionnaire is being used in this research to collect data. All the
items are assessed on a Multiple-choice grid in the scale of “Not Important at all”
to “Extremely Important”. Primary data are collected through structured
questionnaire. Secondary data are collected through journal, magazines, text
books and websites.
3.6 ANALYSIS TECHNIQUE USED
Demographic analysis uses the data to provide descriptions of the population,
depicted through graphical representation using graphs or tables, charts etc and
included age, gender and annual income of customers in INR. In Descriptive
analysis collected data are analyzed and interpreted and used to derive meaningful
information and results.

18. 18
CHAPTER-4
FINDINGS
AND
DISCUSSIONS

19. 19
4.1 DATA ANALYSIS AND INTERPRETATION
It is a system utilized for building up a comprehension of the age, sexual
orientation, and salary dimension of the populace. It helps in tending to
respondent's frames of mind, convictions, and qualities in a specific arrangement
of procedure. Data is gathered from a total of 124 respondents of Jagdalpur &
Raipur city, Chhattisgarh, India
Age – By analyzing the data highlights we can comprehend that the age range
from less than 20 years 9% followed by 20-25 years has maximum response i.e
62.3%, 26-30 years has 16.4% response as shown in fig below.
Education - Most of the respondents are of bachelor in level of education as
shown in the figure below

20. 20
Respondents who own a Mobile Phone Set
Before asked about factors that influence mobile phone purchase, respondents
were first questioned on whether or not they did own one. All 124 respondents
owned a mobile phone handset.
Purchase Decision – In my research I found that most of the respondents are
influenced by the features of the product in their purchase decision

21. 21
Brand of Current Mobile Phone Handset
The questionnaire sought to obtain the mobile phone handset brand and this, based on previous
studies has shown be one the factors that determine purchase.
Samsung is the highest use mobile phone amongst the respondents used by over
26.2 percent of respondents, followed by Xiaomi which is used by over 20.5
percent of the respondents, follows by
Realme, Apple and One plus which are used by over 9 percent of the respondents.
The remaining brands were used by less than 8 percent of the respondents.
Reasons for choosing current phone – Maximum number of the respondents
chose their current smartphone because of better features compared to other
brands as well as their loyalty toward the brand of the mobile handsets they are
using.

22. 22
Price – In my research I found that most of the respondents tends towards mid-
range price segment of mobile handsets

23. 23
Recency of Purchase of Current Mobile Phone Handset
The recency of purchase of the respondents’ current mobile phone was used to
determine how new the mobile phone handset is. From the chart below, it shows
that more than 26.2 percent of the respondents don’t buy a new mobile phone
handset untill their mobile handsets works and 22.1 percent purchased their
mobile phone handset within the 2-3 years respectively. This goes to show that
48 percent of the respondents don’t buy their mobile phone handset much
frequently.
Factors affecting purchase – Family and friends, advertisements and attractive
display affects the maximum number of the respondents at the time of their
purchase followed by other factors.

24. 24
Medium of advertisement – Most of respondents are influenced by internet as
medium of advertisement with 72.9% ratio while compared to other mediums of
advertisement as internet is accessible to most of the people.

25. 25
Importance of features – Battery life, Internet connection, camera quality and
quality headset are found to be most important features of the headsets among the
respondents.
Important factors while buying a mobile phone – After conducting my
research I came to a point that Quality, Technology and Memory are the most
important factors while buying a mobile phone for the respondents followed by
other factors.

26. 26
4.2 FINDINGS
• In my research I found that majority of the respondents belongs to age
group between 20-25 years which is considered as youth group of people
and most of them are doing their bachelors or masters.
• In my research I found that 61.5% of the respondents use only one mobile
phone and the rest of them are using 2-3 phones.
• In my research I found that majority of my respondents get influenced by
phone with better features while buying a mobile phone.
• In this research we can get that majority of the respondents prefer Samsung
or Xiaomi over other brands and rest of the remaining group of people are
using Apple, Nokia, Realme, Vivo.
• I found that majority of my respondents are willing to spend moderate
amount to buy a phone i.e. Rs.10000-25000, among the rest of the
respondents 38% of them are willing to pay up to Rs.40000 or more to buy
a phone
• In my findings I found that majority of my respondents i.e. 48% of the
respondents don’t buy mobile phones frequently while 26.2% of the
respondents willing to buy phone according to durability of handset.
• In my findings I found that majority of my respondents buy phone after
getting information through internet as well as through family and friends.
Television, Attractive display, and advertisement are the second most
important factors in influencing the buying of mobile phone.
• In my research I found that majority of my respondents get very much
influenced by social media when buying a phone.
• In my findings I found that features of the phone i.e. Technology, Battery
life, Camera, Quality highly influences the buying behaviour of my
respondents.

27. 27
CHAPTER-5
CONCLUSIONS
AND
RECOMMENDATIONS

28. 28
5.1 FINDINGS AND CONCLUSION
On the basis of studying the factors influencing the customer’s buying decision
for smartphones are product features, product price, innovation, peer influence
and brand name. The factors important from customer’s perspective is peer
influence.
Ultimately, the investigation has appeared there is no significant relationship
between the product features, product price, innovation and brand name in
impacting the client's purchasing choice in for people in Jagdalpur and Raipur
city.
Suki’s findings suggested that brand name and social influence have an effect on
the increasing demand for Smartphones among Malaysian students. However, we
can only support the peer influence factor and the brand name factor does not
show significant relationship with customer buying behaviour for customers in
Jagdalpur and Raipur city.
Cecere, results showed despite some convergence in the introduction of vertical
innovations, product differentiation still characterizes the competition among
manufacturers and a dominant design has not yet emerged. In our findings we
have seen no significant impact of either vertical or horizontal innovations on the
customer buying behaviour.
5.2 SUGGESTIONS
Based on the findings of the study the following suggestions are made for
attracting the consumers mobile phones has increase the market share.
• Price plays a significant role in the purchase decision. Price has significant
positive impact on consumer perception choice in selecting mobile phones.
• To explore the market, mobile industry has to concentrate more on youth
segment by giving more advanced features.
• Product quality from the marketer’s perspective is associated with
communication, price, feature, function, or performance of a product.
• Consumers regularly face the task of estimating product quality under
conditions of imperfect knowledge about the underlying attributes of the
various product offers with the aid of personal, self-perceived quality
criteria.
• Enormous facilities can be included in the mobile phones.
• New model hand set can be introduced exclusively for females.

29. 29
• Various kinds of sales promotional activities can be introduced by the
cellular companies.
• A company that offers lower charges would be able to attract more
customers committing themselves to the mobile phone networks and
significant number of “call minutes” might be achieved.
• The cellular companies should take necessary steps to give special
promotional schemes for disabled, students and women, and try to reduce
the health side effects from mobile usage etc. in order to increase the
market share.
• The mobile sellers should take necessary measures to increase the number
of service centre in rural areas and try to offer free service for rural people.
• The government and TRAI should intervene and regulate the cost, facilities
and system of mobile.
• The Samsung mobiles bring more add on facilities in their mobiles, but all
the customers are unable to access it due to lack of the awareness. Hence,
the company can come forward for free demonstration to all the consumers
and they may create a chance to use all these services.
• The company has to bring safety locking system of mobile for eradication
of the misusing the mobile and create an awareness about usage method to
protect health hazardous.
• The company shall introduce water proof mobile and unbreakable body to
their valuable customers because so many customers drown their mobile
into water due to unavoidable circumstances.
• Along with the defensive schemes, mobile phone is a necessary thing. new
and improved features have to introduced, which can attract the customers
to the mobile phone selecting.
• More offers and discounts should be used as a weapon to attract customers.

30. 30
5.3 FUTURE RESEARCH SUGGESTIONS
The literature is limited on various factors like Product features, Product Price,
Innovation, Peer influence and Brand name in determining influence of customer
buying behaviour for smartphone devices.
The intense competition and rapid development in smartphone markets has given
rise to the importance of other factors like advertisement, product sacrifice, after
sales service, durability and replaceability which can be investigated for future
researches. Future research ought to incorporate bigger example size to expand
the outer legitimacy and generalizability of the discoveries.
5.4 CONCLUSION:
The consumer buying a variety of mobile phones which satisfy his wants and they
are always influenced by his purchasing activities by some considerations which
lead him to select a particular brand or a particular store in preferred to others.
Consumers mostly preferred Samsung mobile phones. The research has identified
that many factors are deemed as selection criteria of mobile phone. Not
necessarily all the variables influence a person in the same way and same extent.
In case of choosing mobile phone brands, mostly considered factors by customers
include physical attributes, pricing, charging and operating facilities, size and
weight. In this study the researcher had taken the eleven brands of mobile phones
and given the suggestions according to the criteria like pricing, advertisement,
look and feel, function ability and easy friendly.

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11. Martensen, Anne (2007), Tweens’ Satisfaction and Brand Loyalty In The
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BIOGRAPHICAL NOTE
Jasmine Taneja Jha is a Senior Research Manager at Institute for Technology and
Management (ITM), Navi Mumbai, India and a pursuing her research in the area
of employee loyalty and personality traits and has 15 years of work experience in
corporate and academics. Her areas of interest are Organisational Behaviour,
Human Resource Management and Marketing Management.
Joginder Kumar Nanda is Professor with Institute for Technology and
Management (ITM), Navi Mumbai, India. His areas of interest are research
methodology, quantitative techniques, statistics, human resource management
and operations research. He is a member of Indian Institution of Industrial
Engineering (IIIE). He has 22 years’ industry experience in top management
positions. He has 25 years’ work experience in academics. He has worked on
several consultancy projects and has authored several research papers in national
journals. He has also supervised research work of eight research scholars.
WEB REFERENCES:
• www.google.com
• www.slideshare.net
• www.academia.edu
• www.wikipedia.org
• www.researchgate.net
• www.statista.com
• www.scribd.com

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APPENDIX

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