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Global Research Journal of Global Research Computer Science & Technology
Researcher Forum (JGRCST)
Vol.-IV, Issue-IV, March 2016
www.globalresearch.co.in ISSN: 2349 – 5170
Mail: editor@globalresearch.co.in 28
DEPENDENCY ON FAMILY, FRIENDS AND REVIEWS:
CONSUMER BEHAVIOR TOWARDS SMARTPHONES – A
STUDY IN BANGLORE
Vyshak K Iyengar
RNSIT, Bangalore
India
Abstract: Indian smartphone market is an emerging market; there are many smartphone
companies that are concentrating on India as their market. One of the vital important global
companies are Samsung, Apple, Sony, Nokia, Motorola, LG etc. The market share of worldwide
brand are lowering as local brands like Micromax and Karbonn have launched smartphone with
android working systems and giant reveal at very low prices compared to the worldwide
manufacturers.
A descriptive study was conducted, with a population comprising all the smart phone users in
Bangalore, consisting of three segments namely Users working in IT field, Users working in Non-
IT field and finally students of professional course. A sample size of 90 respondents from each
segment has been considered and convenience sampling method has been adopted. The required
data has been collected from the respondents using a structured questionnaire and the same has
been coded, edited and analysed using SPPS 22.0. The questionnaire contained questions on the
related aspects regarding their demographic and socio-economic background, influencing factors
while purchasing smart phones and other such aspects. Statistical tools such as percentages,
Ranking, chi-square test were used for analyzing the data and arriving at the conclusion.
Based on the analysis and interpretation carried out by the researcher, following are the summary
of the findings: Majority of the respondents are males, in the below 20 years, using Samsung brand
followed by Motorola, with Apple being in third place and other brands like Micromax, Nokia, LG
Blackberry and the remaining in the order indicated with Android followed by Windows and iOS
as their Operating Systems. It was found that the respondents prefer ‘Battery Life’ of a Smart
Phone ranks first, followed by ‘Technical Specification’ as second, ‘Price of the Smart Phone’ as
third, ‘Operating System’ as fourth, and finally ‘Brand Image’ as fifth in the order of ranking
regarding the features the respondents look for in Smart Phone.
The study was carried out with most effective a restricted quantity of respondents for useful causes.
The sample used cannot be considered as representative of the complete populace of Bangalore.
On this today's era, a Smartphone shouldn't be most effective the need but additionally a necessity
if one is aware of tips on how to make appropriate use of it. Smartphone have changed the
approaches that we used to live, keep in touch and connect with persons all over the world. With
Global Research Journal of Global Research Computer Science & Technology
Researcher Forum (JGRCST)
Vol.-IV, Issue-IV, March 2016
www.globalresearch.co.in ISSN: 2349 – 5170
Mail: editor@globalresearch.co.in 29
it, that you may surf web with only a touch in a smartphone, whether to read the breaking
information, or examine the prices or features of a merchandise even as browsing, booking the
travel tickets, connecting to social community or hold track of your parcels delivered anyplace you
are etc.
Keywords: Smartphone, emerging market, demographic and socio-economic background
1 INTRODUCTION
The term ‘Smartphone’, refers to a multimedia handset, which is a multifunctional
electronic gadget that has facets starting from digicam, Audio-Video, web looking to
applications that can support you with literally something. A Smartphone is a mobile
gadget that performs services similar to private computer systems. Smartphones are
compact in dimension and most often most effective moderately greater than typical cell
telephones. A Smartphone is truely a cellular mobile, situated on an operating process,
which possesses all of the major functions of a computer, like web browsing, emailing,
video and voice chatting, audio-video playback, and others. Just a few years ago, a
Smartphone was a PDA (Private Digital Assistant) having the calling elements like that
of a telephone. However these days, cell telephones possess the delivered benefits of
media players, compact digital digicam, GPS and so on. In these days, practically all of
the Smartphones have a excessive-density monitor decision permitting the handset to
display almost the entire web pages in their general codecs as they show up on the laptop
displays. Additionally, lots of the websites are launching their cell models as well; and
several functions which will also be run on the Smartphone OS directly. For better
connectivity, excessive-speed information is also made available by means of Wi-Fi, 3G
and 4G LTE data connections. With the technology going to gesture-manipulate, voice-
manage and notion-control, the future of smartphones is certainly exhilarating.
According to international research firm Strategy Analytics, global smartphone sales are
forecast to grow from 1.5 billion units in 2015 to a record 1.7 billion by 2017. China,
India and the U.S. are the three large international locations riding smartphone growth
international. "India will quickly overtake the united states to become the sector's 2nd
biggest smartphone market by using 2017 at the back of China, selling an impressive 174
million models," the record mentioned.
India is speedy fitting the subsequent major development wave. "India's progress is being
pushed by using low smartphone penetration, increasing retail availability of instruments,
Global Research Journal of Global Research Computer Science & Technology
Researcher Forum (JGRCST)
Vol.-IV, Issue-IV, March 2016
www.globalresearch.co.in ISSN: 2349 – 5170
Mail: editor@globalresearch.co.in 30
wealthier core-class patrons, and aggressive promotions from regional smartphone brands
like Micromax," delivered Linda Sui, director at method Analytics.
2 LITERATURE REVIEW
Online consumer behaviour has been researched greatly (Jarvenpaa & Todd, 1996,
Hoffman & Novak, 1998, Bhattacherjee, 2001; Dholakia & Bagozzi, 2001, Koufaris,
2002; Cheung et al, 2003). Most theories give an explanation for how and why persons
retailer online however completely focal point on the person and the intention of shopping
(Jarvenpaa & Todd, 1996; Bhattacherjee, 2001), versus in view that pre-purchasing tactics
equivalent to acquiring and managing know-how. Nonetheless, Hoffman and Novak’s
adopted (1998) float construct conception and Dholakia & Bagozzi (2001) mind-set
notion comprise aspects of processing understanding and as such look more valuable for
this be taught. The waft construct concept explores to which extent an individual perceives
a sense of control while navigating the web, the notion of the users’ concentration and net
interaction and the measure of curiosity in the course of interaction (Hoffman & Novak’s,
1998). The intellect-set suggestion makes a speciality of action and cognitive orientation,
customer intention to accumulate and process know-how and submit consumption choice
making to serve goal attainment (Dholakia & Bagozzi, 2001).
Consumers are more likely to choose manufacturers that replicate their possess. Quite
often, such possessions would be extra apparent for public merchandise than for private
merchandise available in market (Solomon, 2006).
Belch and Belch (2009) talk about how a need isn’t necessarily anything that a character
wishes however can also be anything that a character must have in order to facilitate their
culture. This stage of the mannequin is centred on what drives buyers to start looking for
merchandise.
Mihart (2012) talk about how understanding search regularly starts with an “internal
search” and a patron will determine products that they're already conscious of referred to
as the evoked set. The “outside search” side of understanding search pertains to
information got from outside sources, which is able to incorporate packaging and
advertising and marketing communications. As soon as the concern has been
acknowledged, patron will want adequate information to get to the bottom of it. In case of
smartphones; client make their buy determination via analysing the newly presented
smartphone in the market. Consumer rarely buys historical items available in the market.
Customer prefers new items considering of new science and new aspects. For the
purchaser who loyal to the company continuously goes back to the company because it
fulfill his/her demand. For instance: Apple, Sony and Samsung.
Global Research Journal of Global Research Computer Science & Technology
Researcher Forum (JGRCST)
Vol.-IV, Issue-IV, March 2016
www.globalresearch.co.in ISSN: 2349 – 5170
Mail: editor@globalresearch.co.in 31
3 SIGNIFICANCE OF THE STUDY
Indian smartphone market is an emerging market; there are many smartphone companies
that are concentrating on India as their market. One of the vital important global
companies are Samsung, Apple, Sony, Nokia, Motorola, LG etc. The market share of
worldwide brand are lowering as local brands like Micromax and Karbonn have launched
smartphone with android working systems and giant reveal at very low fee compared to
the worldwide manufacturers. The income of neighborhood brands are growing as
Micromax market share was 5.6% in 2012 and in 2013 it was 22.7% (occasions, 2014).
It is in this background that the researcher has made an attempt to study the buying
behaviour of Smart Phone users in Bangalore. Only with the understanding of the
customer buying behavior, one can come up with suggestions to the companies to device
appropriate strategies to woo the customers towards the products. The purpose of this
study is to identify the consumer behavior of the smart phone users among customers in
Bangalore.
4 STATEMENT OF THE PROBLEM
There are many brands of smart phones available in the market. Hence, it is important for
the companies to have a very deep understanding about the target customers and to plan
excellent strategies for marketing their products. Accordingly, this study is an attempt to
identify the consumer behavior of the Smart phone users in Bangalore.
5 OBJECTIVES OF THE STUDY
The research objectives for this study are as follows:
1. To identify to what extent the customers rely on Friends and Family members’
opinion and also on product reviews in making a purchase decision in the case of
smartphone,
2. To identify to what extent the customers exhibit Brand Loyalty
3. To analyse what are the factors that influence and eventually make the customers buy
a particular brand of smartphone among customers in Bangalore.
6 HYPOTHESIS
Global Research Journal of Global Research Computer Science & Technology
Researcher Forum (JGRCST)
Vol.-IV, Issue-IV, March 2016
www.globalresearch.co.in ISSN: 2349 – 5170
Mail: editor@globalresearch.co.in 32
On the basis of review of previous studies and on the basis of observation made during
collection of data, following hypothesis have been framed and tested to see that there is
any kind of association between various factors such as gender, field they belong to,
consideration of opinions from friends, family members and also the reviews about the
products.
Ho1: There is no significant relationship between the customers’ present brand and
likeliness to change the brand in future.
Ho2: There is no significant relationship between the price of the smart phones and the
gender of the respondents.
Ho3: There is no significant relationship between the field they belong to and Family
members’ opinion.
Ho4: There is no significant relationship between the field they belong to and Friends’
opinion.
Ho5: There is no significant relationship between the field they belong to and product
reviews.
Ho6: There is no significant relationship between the field they belong to and mode of
internet connectivity.
7 RESEARCH METHODOLOGY
The study is descriptive in nature. Total population comprises of all the smart phone users
in Bangalore, out of which three segments have been considered, namely Users working
in IT field, Users working in Non-IT field and finally students of professional course. A
sample size of 90 respondents from each segment has been considered and convenience
sampling method has been adopted. The required data has been collected from the
respondents using a structured questionnaire and the same has been coded, edited and
analysed using SPPS 22.0. The questionnaire contained questions on the related aspects
regarding their demographic and socio-economic background, influencing factors while
purchasing smart phones and other such aspects. Statistical tools such as percentages,
Ranking, chi-square test were used for analyzing the data and arriving at the conclusion.
8 ANALYSIS AND DISCUSSIONS
The demographic profile and other details - (Table- 1):
1). Age Group of the Respondents: 43 % respondents fall in the age group of below 20
years, 28 % respondents were from the age group of between 20-30 years, 7 % of
respondents fall under the age group between 30-40 years, 11 % of respondents fall under
Global Research Journal of Global Research Computer Science & Technology
Researcher Forum (JGRCST)
Vol.-IV, Issue-IV, March 2016
www.globalresearch.co.in ISSN: 2349 – 5170
Mail: editor@globalresearch.co.in 33
the age group between 40-50 years of 21-25, 10 % of respondents fall under the age group
between 50-60 years and only 1 % of respondents fall under the age group above 60 years.
2). Gender of the Respondents: Of the total 270 respondents, 61 % are male and the
remaining 39 % are females.
3). Brand name of the Smartphone currently being used: Regarding the Smart phones
being used by the respondents, 29 % of them are using Samsung now, followed by 14 %
using Motorola, 12 % using Apple, 7 % using Micromax, 6 % using Nokia, 3 % using
LG, 1 % using Blackberry and the remaining 28 % using various other brands.
4). Operating system the phone runs on: Regarding the Operating System being used
now, 81 % of the respondents are using Android, 7 % using Windows and the remaining
11 % are using iOS.
5). Cost of the phone: 53 % of the respondents are using Smart phones costing less than
Rs 15,000/=, 25 % of them are using Smart Phones costing between Rs 15,000/= and Rs
30,000/= and the remaining 21 % of them are using Smart Phone costing more than Rs
30,000/=.
6). Next phone be of the same brand: Regarding purchasing next time the same brand
as that of the present one, 41 % of the respondents are planning to buy the same brand
whereas the remaining 59 % of the respondents are not willing to buy the same brand.
7). Ask for family members’ opinion before buying the phone: 54 % of the respondents
ask for their family members’ opinion, whereas the remaining 46% of the respondents do
not ask for their family members’ opinion before buying the phone.
8). Ask for friends' opinion before buying the phone: 59 % of the respondents ask for
their family members’ opinion, whereas the remaining 41% of the respondents do not ask
for their family members’ opinion before buying the phone.
9). Read reviews before buying the phone: 79 % of the respondents read the reviews
regarding the particular phone, whereas 21 % do not read the reviews before buying a
Smart phone.
10). Point of purchase of the Phone: 57 % of the respondents bought the phones through
online, whereas the remaining 43 % of the respondents bought the phones through offline.
11). Frequency of changing the phone: 47 % of the respondents change their phones
once in more than 2 years, 41 % change their phones once between 1 year and 2 years and
11 % of the respondents change their phones once in a year.
Global Research Journal of Global Research Computer Science & Technology
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12). Service or Buy a new one if the present one is faulty: 73 % of the respondents
service/repair their phones whereas 27 % of the respondents buy new one in case if their
phone becomes faulty.
13). Connected to the internet: 76 % of the respondents are connected to the internet
through both Wi-Fi as well as Mobile Data Pack, whereas 17 % are connected through
Wi-Fi only and the remaining 7 % are connected through Mobile Data Pack.
Table - 1
The demographic profile of the respondents and other details
Sl.
No
VARIABLES Nos %
1
Approximate Age of the
Respondents
Below 20 years 117 4
3
Between 20 years and 30 years 76 2
8
Between 30 years and 40 years 19 7
Between 40 years and 50 years 29 1
1
Between 50 years and 60 years 27 1
0
60 years and above 2 1
2 Gender of the
Respondents
Male 166 6
1
Female 104 3
9
3
Smartphone brand
currently using
Motorola 38 1
4
Nokia 16 6
Micromax 19 7
Samsung 78 2
9
Apple 32 1
2
Blackberry 3 1
L G 8 3
Others 76 2
8
4
Operating system the
phone runs on
Windows 19 7
Android 220 8
1
iOS 31 1
1
5 Cost of the phone
Less than Rs 15,000/= 144 5
3
Between Rs 15,000/= & Rs 30,000/= 68 2
5
Above Rs 30,000/= 58 2
1
6 Next phone be of the same
brand
YES 111 4
1
NO 159 5
9
7 Ask for friends' opinion
before buying the phone
YES 146 5
4
NO 124 4
6
8 Ask for family members'
opinion before buying the
phone
YES 160 5
9
NO 110 4
1
YES 212 7
9
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9 Read reviews before
buying the phone
NO 58 2
1
10 Where the phone was
bought
On-line 115 4
3
Off-line 155 5
7
11 How frequently change
the phone
Less than a year 31 1
1
Between 1 year and 2 years 111 4
1
More than 2 years 128 4
7
12 Service or Buy a new one
if the present one is faulty
Service the phone 197 7
3
Buy a new one 73 2
7
13 How connected to the
internet
Wi-Fi 45 1
7
Mobile Data Pack 19 7
Both 206 7
6
Source: Primary Data
A). LOYALTY:
Hypothesis: Ho1: There is no significant relationship between the customers’ present
brand and likeliness to change the brand in future.
It has been observed from Table - 2 that the calculated χ2
value is significant, the null
hypothesis of no association between the two attributes is rejected and it can be concluded
that there is an association between the customers’ present brand and likeliness to change
the brand in future. This indicates that majority of the customers are likely to purchase the
same brand in future also.
Table – 2
Brand currently using and
Next phone be of the same brand
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 30.374a
7 .000
Likelihood Ratio 31.919 7 .000
Linear-by-Linear
Association
.191 1 .662
N of Valid Cases 270
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a. 4 cells (25.0%) have expected count less than 5. The minimum
expected count is 1.23.
B). GENDER & COST OF THE PHONE:
Hypothesis:Ho2: There is no significant relationship between the price of the smart phones
and the gender of the respondents.
Table – 3
Cost of the phone and Gender of the Respondents
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 19.126a
2 .000
Likelihood Ratio 21.447 2 .000
Linear-by-Linear
Association
14.908 1 .000
N of Valid Cases 270
a. 0 cells (0.0%) have expected count less than 5.
b. The minimum expected count is 22.34.
It is observed from Table – 3, that the calculated χ2
value is significant, the null hypothesis
of no association between the two attributes is rejected and it can be concluded that there
is an association between the price of the smart phone and the gender of the respondents.
C). FRIENDS’ OPINION
Hypothesis:Ho3: There is no significant relationship between the field they belong to and
Friends’ opinion.
Table – 4
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Friends' opinion before buying the phone and
the field the respondent belongs to
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.725a
2 .021
Likelihood Ratio 7.733 2 .021
Linear-by-Linear
Association
6.441 1 .011
N of Valid Cases 270
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 41.33.
It is observed from Table - 2 that the calculated χ2
value is significant, the null hypothesis
of no association between the two attributes is rejected and it can be concluded that there
is an association between the field the respondents belong to and their dependency on the
friend’s opinion. This indicates that majority of the customers depend on the opinion of
their friends before purchasing a smart phone.
D). FAMILY MEMBERS’ OPINION
Hypothesis:Ho4: There is no significant relationship between the field they belong to and
Family members’ opinion.
Table – 5
Family members' opinion before buying the phone and
the field the respondent belong to
Chi-Square Tests
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Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 14.758a
2 .001
Likelihood Ratio 14.722 2 .001
Linear-by-Linear
Association
13.205 1 .000
N of Valid Cases 270
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 36.67.
It is observed from Table - 5 that the calculated χ2
value is significant, the null hypothesis
of no association between the two attributes is rejected and it can be concluded that there
is an association between the field the respondents belong to and their dependency on
their family members’ opinion. This indicates that majority of the customers depend on
the opinion of their family members before purchasing a smart phone.
E). PRODUCT REVIEWS
Hypothesis:Ho5: There is no significant relationship between the field they belong to and
product reviews.
Table – 6
Read reviews before buying the phone and
the field the respondent belong to
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.243a
2 .004
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Likelihood Ratio 10.770 2 .005
Linear-by-Linear
Association
.000 1 1.000
N of Valid Cases 270
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 19.33.
It is observed from Table - 6 that the calculated χ2
value is significant, the null hypothesis
of no association between the two attributes is rejected and it can be concluded that there
is an association between the field the respondents belong to and their dependency on the
reviews of the product. This indicates that majority of the customers depend on the product
reviews before purchasing a smart phone.
F). MODE OF INTERNET CONNECTIVITY:
Hypothesis:Ho6: There is no significant relationship between the field they belong to and
mode of internet connectivity.
It is observed from Table - 7 that the calculated χ2
value is significant, the null hypothesis
of no association between the two attributes is rejected and it can be concluded that there
is an association between the field the respondents belong to and their dependency on the
internet connectivity. This indicates that majority of the customers depend on both wi-fi
as well as data card internet connectivity.
Table -7
How connected to the internet and
the field the respondent belongs to
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.551a
4 .021
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Likelihood Ratio 12.909 4 .012
Linear-by-Linear
Association
6.026 1 .014
N of Valid Cases 270
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 6.33.
G). GARRETT RANKING METHOD: ORDER OF IMPORTANCE OF
ATTRIBUTES THEY LOOK FOR IN SMART PHONES:
There are five factors identified for the purpose of studying the factors which the
customers feel as the important features they would look for while buying a smart phone.
The factors considered for this study are Technical Specification, Battery Life, Price,
Operating System and Brand Image.
The respondents were asked to rank the factors which the respondents feel as the main
features being encountered by them while buying a smart phone. Garrett’s Ranking
Garrets Ranking Technique has been used to analyze the factors considered as main
features by the customers.
The respondents were asked to rank the five factors identified for the purpose of this study
as 1,2,3,4 and 5 in order to know their preference in terms of features being considered
while buying a smart phone in the order of importance as per their experience and
perception. The calculated percentage positions for the ranks 1,2,3,4 and 5 and their
corresponding Garrett’s table values are given in Table – 8.
Table - 8
Mean Score of the Factors and the Ranks obtained
Factors/Ranks
1
75
2
60
3
50
4
40
5
25
Garrett
Score
Mea
n
Score
Rank
Technical
Specification
f 77 85 47 42 19 15380 56.96 II
fx 5775 5100 2350 1680 475
f 113 62 57 28 10
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Battery Life fx 8475 3720 2850 1120 250 16415 60.80 I
Price of the
phone
f 38 52 85 57 38 13450 49.80 III
fx 2850 3120 4250 2280 950
Operating
System
f 19 33 34 99 85 11190 41.44 IV
fx 1425 1980 1700 3960 2125
Brand Image f 23 38 47 44 118 11065 40.98 V
fx 1725 2280 2350 1760 2950
The above table shows the number of respondents ranking the factors as 1,2,3,4 and 5 as
the features they look for in terms of their order of importance. This table also shows the
total score and the mean score.
Note: For factor ‘Technical Specification’ the total score is calculated by multiplying the
number of respondents ranking that factor as 1,2,3,4 and 5 by their respective table values
given in the Garrett Ranking Table. Mean score is calculated by dividing the total score
by the number of respondents.
According to the Garrets ranking technique that among the factors that are being
considered as the problems by the respondents, ‘Battery Life’ was ranked first, followed
by ‘Technical Specification’ ranked second, ‘Price of the Smart Phone’ ranked third,
‘Operating System’ ranked fourth, and finally ‘Brand Image’ ranked fifth.
9 FINDINGS
Based on the analysis and interpretation carried out by the researcher, following are the
summary of the findings:
Majority of the respondents:
 are below 20 years.
 are male
 use Samsung brand followed by Motorola, with Apple being in third place and
other brands like Micromax, Nokia, LG Blackberry and the remaining in the order
indicated.
 use Android followed by Windows and iOS.
 are using Smart phones costing less than Rs 15,000/=.
 are planning to buy the same brand as that of what they are using now.
 seek their family members’ opinion.
 seek their friends’ opinion
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 read the reviews regarding the particular phone before purchasing a Smart phone.
 bought the phones through online.
 change their phones once in more than 2 years .
 service/repair their phones and finally majority of the respondents are connected
to the internet through both Wi-Fi as well as Mobile Data Pack.
 ‘Battery Life’ of a Smart Phone ranks first, followed by ‘Technical Specification’
as second, ‘Price of the Smart Phone’ as third, ‘Operating System’ as fourth,
and finally ‘Brand Image’ as fifth in the order of ranking regarding the features
the respondents look for in Smart Phone.
10 RECOMMENDATION
 The study has shown that people have started to stop caring about the origin of the
OEMs. The new phone brands are finding relatively less barrier in entering the
market. Brands can use short term hype creating strategies like Xiaomi’s Flash sale
and OnePlus’s invitation only strategies to gain initial traction in the indian market.
 Marketers of phone brands should position their brand either as a premium brand with
pricing over 35,000 rupees or as low end budget phones producing brands pricing
under 25,000 rupees.
 The study showed pricing phones between 25,000 – 35,000 rupees is a bad idea.
Smartphone brands should not ignore the way their products are presented or
reviewed on the internet.
 Chi square test revealed that there is relation between gender of the buyer and
influence of family on buyers. Assuming India still being a male dominant society,
we can say the influence of male family member is high on female buyers. So,
Marketers should focus on campaigns aiming at selling to male crowd.
 Since majority of the consumers have wifi connections and mobile data packs, Service
providers like Airtel and BSNL can offer combo plans which include both Wi-Fi and
mobile data plan.
 The marketers using SMS marketing should find more internet related ways to reach
the customers and stop using the text messaging as a marketing strategy, as people do
not utilize text messaging services regularly enough for the marketing to be effective.
 E-commerce stores tying up with offline stores for selling smartphones is the right
way for improving their sales.
11 LIMITATIONS
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When drawing the conclusion of this research few boundaries had been encountered. The
study was carried out with most effective a restricted quantity of respondents for useful
causes. The sample used cannot be consultant of the complete populace of Bangalore, thus
it used to be elaborate to draw a conclusion on this small pattern.
12 CONCLUSION
On this today's era, a Smartphone shouldn't be most effective the need but additionally a
necessity if one is aware of tips on how to make appropriate use of it. Smartphone have
changed the approaches that we used to live, keep in touch and connect with persons all
over the world. With it, that you may surf web with only a touch in a smartphone, whether
to read the breaking information, or examine the prices or features of a merchandise even
as browsing, booking the travel tickets, connecting to social community or hold track of
your parcels delivered anyplace you are etc. Smartphone facets like, textual content to
speech; GPS and social integration are some examples, which can helps workforce of
individuals to quite simply remain built-in with society. All of the respondents agreed that
Smartphone is relatively essential to make their day-to-day life less complicated. Certainly
Smartphone have made folks smarter with the aid of organizing their lives with a single
device and delivering access to the arena vast information at the fingertips. It doesn’t most
effective arrange everyday life with the aid of striking calendars, to do record and looking
record at one position but in addition helps humans linked from in every single place the
sector by using integrating contacts, emails, social networking, messaging and even video
chats. It has made lives less complicated for all people. Possible use it for education
purpose, job related duties, knowledge search or leisure purposes. That is the essential
reason that everybody carries a Smartphone this present day.
References
1. Belch and Belch (2009), Advertising and Promotion: An Integrated Marketing
Communication Perspective(book). Available online at
https://books.google.co.in/books/about/Advertising_and_Promotion.html?id=7s
eLVI2cgHsC&redir_esc=y accessed on 31st April, 2016.
2. Bhattacherjee, Anol. 2001. "Understanding Information Systems Continuance:
An Expectation-Confirmation Model," MIS Quarterly, (25: 3).
3. Cheung et al, (2003), Empirical exchange rate models of the nineties: Are any fit
to survive?, Journal of International Money and Finance 24 (2005) 1150 – 1175.
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Dholakia, RP Bagozzi - Digital marketing, 2001, Wiley & Sons.
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Vol.-IV, Issue-IV, March 2016
www.globalresearch.co.in ISSN: 2349 – 5170
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5. Dholakia & Bagozzi, 2001, A social influence model of consumer participation
in network- and small-group-based virtual communities. U.M. Dholakia et al. /
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6. Hoffman & Novak’s, 1998), Bridging the Digital Divide: The Impact of Race on
Computer Access and Internet Use. Hoffman & Novak (1998), “Bridging the
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CATEGORY ON SHOPPERS’ SELECTION OF WEB-BASED STORES: A
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Consumer behavior towards smartphones - A market research paper by Vyshak Iyengar

  • 1. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 28 DEPENDENCY ON FAMILY, FRIENDS AND REVIEWS: CONSUMER BEHAVIOR TOWARDS SMARTPHONES – A STUDY IN BANGLORE Vyshak K Iyengar RNSIT, Bangalore India Abstract: Indian smartphone market is an emerging market; there are many smartphone companies that are concentrating on India as their market. One of the vital important global companies are Samsung, Apple, Sony, Nokia, Motorola, LG etc. The market share of worldwide brand are lowering as local brands like Micromax and Karbonn have launched smartphone with android working systems and giant reveal at very low prices compared to the worldwide manufacturers. A descriptive study was conducted, with a population comprising all the smart phone users in Bangalore, consisting of three segments namely Users working in IT field, Users working in Non- IT field and finally students of professional course. A sample size of 90 respondents from each segment has been considered and convenience sampling method has been adopted. The required data has been collected from the respondents using a structured questionnaire and the same has been coded, edited and analysed using SPPS 22.0. The questionnaire contained questions on the related aspects regarding their demographic and socio-economic background, influencing factors while purchasing smart phones and other such aspects. Statistical tools such as percentages, Ranking, chi-square test were used for analyzing the data and arriving at the conclusion. Based on the analysis and interpretation carried out by the researcher, following are the summary of the findings: Majority of the respondents are males, in the below 20 years, using Samsung brand followed by Motorola, with Apple being in third place and other brands like Micromax, Nokia, LG Blackberry and the remaining in the order indicated with Android followed by Windows and iOS as their Operating Systems. It was found that the respondents prefer ‘Battery Life’ of a Smart Phone ranks first, followed by ‘Technical Specification’ as second, ‘Price of the Smart Phone’ as third, ‘Operating System’ as fourth, and finally ‘Brand Image’ as fifth in the order of ranking regarding the features the respondents look for in Smart Phone. The study was carried out with most effective a restricted quantity of respondents for useful causes. The sample used cannot be considered as representative of the complete populace of Bangalore. On this today's era, a Smartphone shouldn't be most effective the need but additionally a necessity if one is aware of tips on how to make appropriate use of it. Smartphone have changed the approaches that we used to live, keep in touch and connect with persons all over the world. With
  • 2. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 29 it, that you may surf web with only a touch in a smartphone, whether to read the breaking information, or examine the prices or features of a merchandise even as browsing, booking the travel tickets, connecting to social community or hold track of your parcels delivered anyplace you are etc. Keywords: Smartphone, emerging market, demographic and socio-economic background 1 INTRODUCTION The term ‘Smartphone’, refers to a multimedia handset, which is a multifunctional electronic gadget that has facets starting from digicam, Audio-Video, web looking to applications that can support you with literally something. A Smartphone is a mobile gadget that performs services similar to private computer systems. Smartphones are compact in dimension and most often most effective moderately greater than typical cell telephones. A Smartphone is truely a cellular mobile, situated on an operating process, which possesses all of the major functions of a computer, like web browsing, emailing, video and voice chatting, audio-video playback, and others. Just a few years ago, a Smartphone was a PDA (Private Digital Assistant) having the calling elements like that of a telephone. However these days, cell telephones possess the delivered benefits of media players, compact digital digicam, GPS and so on. In these days, practically all of the Smartphones have a excessive-density monitor decision permitting the handset to display almost the entire web pages in their general codecs as they show up on the laptop displays. Additionally, lots of the websites are launching their cell models as well; and several functions which will also be run on the Smartphone OS directly. For better connectivity, excessive-speed information is also made available by means of Wi-Fi, 3G and 4G LTE data connections. With the technology going to gesture-manipulate, voice- manage and notion-control, the future of smartphones is certainly exhilarating. According to international research firm Strategy Analytics, global smartphone sales are forecast to grow from 1.5 billion units in 2015 to a record 1.7 billion by 2017. China, India and the U.S. are the three large international locations riding smartphone growth international. "India will quickly overtake the united states to become the sector's 2nd biggest smartphone market by using 2017 at the back of China, selling an impressive 174 million models," the record mentioned. India is speedy fitting the subsequent major development wave. "India's progress is being pushed by using low smartphone penetration, increasing retail availability of instruments,
  • 3. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 30 wealthier core-class patrons, and aggressive promotions from regional smartphone brands like Micromax," delivered Linda Sui, director at method Analytics. 2 LITERATURE REVIEW Online consumer behaviour has been researched greatly (Jarvenpaa & Todd, 1996, Hoffman & Novak, 1998, Bhattacherjee, 2001; Dholakia & Bagozzi, 2001, Koufaris, 2002; Cheung et al, 2003). Most theories give an explanation for how and why persons retailer online however completely focal point on the person and the intention of shopping (Jarvenpaa & Todd, 1996; Bhattacherjee, 2001), versus in view that pre-purchasing tactics equivalent to acquiring and managing know-how. Nonetheless, Hoffman and Novak’s adopted (1998) float construct conception and Dholakia & Bagozzi (2001) mind-set notion comprise aspects of processing understanding and as such look more valuable for this be taught. The waft construct concept explores to which extent an individual perceives a sense of control while navigating the web, the notion of the users’ concentration and net interaction and the measure of curiosity in the course of interaction (Hoffman & Novak’s, 1998). The intellect-set suggestion makes a speciality of action and cognitive orientation, customer intention to accumulate and process know-how and submit consumption choice making to serve goal attainment (Dholakia & Bagozzi, 2001). Consumers are more likely to choose manufacturers that replicate their possess. Quite often, such possessions would be extra apparent for public merchandise than for private merchandise available in market (Solomon, 2006). Belch and Belch (2009) talk about how a need isn’t necessarily anything that a character wishes however can also be anything that a character must have in order to facilitate their culture. This stage of the mannequin is centred on what drives buyers to start looking for merchandise. Mihart (2012) talk about how understanding search regularly starts with an “internal search” and a patron will determine products that they're already conscious of referred to as the evoked set. The “outside search” side of understanding search pertains to information got from outside sources, which is able to incorporate packaging and advertising and marketing communications. As soon as the concern has been acknowledged, patron will want adequate information to get to the bottom of it. In case of smartphones; client make their buy determination via analysing the newly presented smartphone in the market. Consumer rarely buys historical items available in the market. Customer prefers new items considering of new science and new aspects. For the purchaser who loyal to the company continuously goes back to the company because it fulfill his/her demand. For instance: Apple, Sony and Samsung.
  • 4. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 31 3 SIGNIFICANCE OF THE STUDY Indian smartphone market is an emerging market; there are many smartphone companies that are concentrating on India as their market. One of the vital important global companies are Samsung, Apple, Sony, Nokia, Motorola, LG etc. The market share of worldwide brand are lowering as local brands like Micromax and Karbonn have launched smartphone with android working systems and giant reveal at very low fee compared to the worldwide manufacturers. The income of neighborhood brands are growing as Micromax market share was 5.6% in 2012 and in 2013 it was 22.7% (occasions, 2014). It is in this background that the researcher has made an attempt to study the buying behaviour of Smart Phone users in Bangalore. Only with the understanding of the customer buying behavior, one can come up with suggestions to the companies to device appropriate strategies to woo the customers towards the products. The purpose of this study is to identify the consumer behavior of the smart phone users among customers in Bangalore. 4 STATEMENT OF THE PROBLEM There are many brands of smart phones available in the market. Hence, it is important for the companies to have a very deep understanding about the target customers and to plan excellent strategies for marketing their products. Accordingly, this study is an attempt to identify the consumer behavior of the Smart phone users in Bangalore. 5 OBJECTIVES OF THE STUDY The research objectives for this study are as follows: 1. To identify to what extent the customers rely on Friends and Family members’ opinion and also on product reviews in making a purchase decision in the case of smartphone, 2. To identify to what extent the customers exhibit Brand Loyalty 3. To analyse what are the factors that influence and eventually make the customers buy a particular brand of smartphone among customers in Bangalore. 6 HYPOTHESIS
  • 5. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 32 On the basis of review of previous studies and on the basis of observation made during collection of data, following hypothesis have been framed and tested to see that there is any kind of association between various factors such as gender, field they belong to, consideration of opinions from friends, family members and also the reviews about the products. Ho1: There is no significant relationship between the customers’ present brand and likeliness to change the brand in future. Ho2: There is no significant relationship between the price of the smart phones and the gender of the respondents. Ho3: There is no significant relationship between the field they belong to and Family members’ opinion. Ho4: There is no significant relationship between the field they belong to and Friends’ opinion. Ho5: There is no significant relationship between the field they belong to and product reviews. Ho6: There is no significant relationship between the field they belong to and mode of internet connectivity. 7 RESEARCH METHODOLOGY The study is descriptive in nature. Total population comprises of all the smart phone users in Bangalore, out of which three segments have been considered, namely Users working in IT field, Users working in Non-IT field and finally students of professional course. A sample size of 90 respondents from each segment has been considered and convenience sampling method has been adopted. The required data has been collected from the respondents using a structured questionnaire and the same has been coded, edited and analysed using SPPS 22.0. The questionnaire contained questions on the related aspects regarding their demographic and socio-economic background, influencing factors while purchasing smart phones and other such aspects. Statistical tools such as percentages, Ranking, chi-square test were used for analyzing the data and arriving at the conclusion. 8 ANALYSIS AND DISCUSSIONS The demographic profile and other details - (Table- 1): 1). Age Group of the Respondents: 43 % respondents fall in the age group of below 20 years, 28 % respondents were from the age group of between 20-30 years, 7 % of respondents fall under the age group between 30-40 years, 11 % of respondents fall under
  • 6. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 33 the age group between 40-50 years of 21-25, 10 % of respondents fall under the age group between 50-60 years and only 1 % of respondents fall under the age group above 60 years. 2). Gender of the Respondents: Of the total 270 respondents, 61 % are male and the remaining 39 % are females. 3). Brand name of the Smartphone currently being used: Regarding the Smart phones being used by the respondents, 29 % of them are using Samsung now, followed by 14 % using Motorola, 12 % using Apple, 7 % using Micromax, 6 % using Nokia, 3 % using LG, 1 % using Blackberry and the remaining 28 % using various other brands. 4). Operating system the phone runs on: Regarding the Operating System being used now, 81 % of the respondents are using Android, 7 % using Windows and the remaining 11 % are using iOS. 5). Cost of the phone: 53 % of the respondents are using Smart phones costing less than Rs 15,000/=, 25 % of them are using Smart Phones costing between Rs 15,000/= and Rs 30,000/= and the remaining 21 % of them are using Smart Phone costing more than Rs 30,000/=. 6). Next phone be of the same brand: Regarding purchasing next time the same brand as that of the present one, 41 % of the respondents are planning to buy the same brand whereas the remaining 59 % of the respondents are not willing to buy the same brand. 7). Ask for family members’ opinion before buying the phone: 54 % of the respondents ask for their family members’ opinion, whereas the remaining 46% of the respondents do not ask for their family members’ opinion before buying the phone. 8). Ask for friends' opinion before buying the phone: 59 % of the respondents ask for their family members’ opinion, whereas the remaining 41% of the respondents do not ask for their family members’ opinion before buying the phone. 9). Read reviews before buying the phone: 79 % of the respondents read the reviews regarding the particular phone, whereas 21 % do not read the reviews before buying a Smart phone. 10). Point of purchase of the Phone: 57 % of the respondents bought the phones through online, whereas the remaining 43 % of the respondents bought the phones through offline. 11). Frequency of changing the phone: 47 % of the respondents change their phones once in more than 2 years, 41 % change their phones once between 1 year and 2 years and 11 % of the respondents change their phones once in a year.
  • 7. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 34 12). Service or Buy a new one if the present one is faulty: 73 % of the respondents service/repair their phones whereas 27 % of the respondents buy new one in case if their phone becomes faulty. 13). Connected to the internet: 76 % of the respondents are connected to the internet through both Wi-Fi as well as Mobile Data Pack, whereas 17 % are connected through Wi-Fi only and the remaining 7 % are connected through Mobile Data Pack. Table - 1 The demographic profile of the respondents and other details Sl. No VARIABLES Nos % 1 Approximate Age of the Respondents Below 20 years 117 4 3 Between 20 years and 30 years 76 2 8 Between 30 years and 40 years 19 7 Between 40 years and 50 years 29 1 1 Between 50 years and 60 years 27 1 0 60 years and above 2 1 2 Gender of the Respondents Male 166 6 1 Female 104 3 9 3 Smartphone brand currently using Motorola 38 1 4 Nokia 16 6 Micromax 19 7 Samsung 78 2 9 Apple 32 1 2 Blackberry 3 1 L G 8 3 Others 76 2 8 4 Operating system the phone runs on Windows 19 7 Android 220 8 1 iOS 31 1 1 5 Cost of the phone Less than Rs 15,000/= 144 5 3 Between Rs 15,000/= & Rs 30,000/= 68 2 5 Above Rs 30,000/= 58 2 1 6 Next phone be of the same brand YES 111 4 1 NO 159 5 9 7 Ask for friends' opinion before buying the phone YES 146 5 4 NO 124 4 6 8 Ask for family members' opinion before buying the phone YES 160 5 9 NO 110 4 1 YES 212 7 9
  • 8. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 35 9 Read reviews before buying the phone NO 58 2 1 10 Where the phone was bought On-line 115 4 3 Off-line 155 5 7 11 How frequently change the phone Less than a year 31 1 1 Between 1 year and 2 years 111 4 1 More than 2 years 128 4 7 12 Service or Buy a new one if the present one is faulty Service the phone 197 7 3 Buy a new one 73 2 7 13 How connected to the internet Wi-Fi 45 1 7 Mobile Data Pack 19 7 Both 206 7 6 Source: Primary Data A). LOYALTY: Hypothesis: Ho1: There is no significant relationship between the customers’ present brand and likeliness to change the brand in future. It has been observed from Table - 2 that the calculated χ2 value is significant, the null hypothesis of no association between the two attributes is rejected and it can be concluded that there is an association between the customers’ present brand and likeliness to change the brand in future. This indicates that majority of the customers are likely to purchase the same brand in future also. Table – 2 Brand currently using and Next phone be of the same brand Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 30.374a 7 .000 Likelihood Ratio 31.919 7 .000 Linear-by-Linear Association .191 1 .662 N of Valid Cases 270
  • 9. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 36 a. 4 cells (25.0%) have expected count less than 5. The minimum expected count is 1.23. B). GENDER & COST OF THE PHONE: Hypothesis:Ho2: There is no significant relationship between the price of the smart phones and the gender of the respondents. Table – 3 Cost of the phone and Gender of the Respondents Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 19.126a 2 .000 Likelihood Ratio 21.447 2 .000 Linear-by-Linear Association 14.908 1 .000 N of Valid Cases 270 a. 0 cells (0.0%) have expected count less than 5. b. The minimum expected count is 22.34. It is observed from Table – 3, that the calculated χ2 value is significant, the null hypothesis of no association between the two attributes is rejected and it can be concluded that there is an association between the price of the smart phone and the gender of the respondents. C). FRIENDS’ OPINION Hypothesis:Ho3: There is no significant relationship between the field they belong to and Friends’ opinion. Table – 4
  • 10. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 37 Friends' opinion before buying the phone and the field the respondent belongs to Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 7.725a 2 .021 Likelihood Ratio 7.733 2 .021 Linear-by-Linear Association 6.441 1 .011 N of Valid Cases 270 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 41.33. It is observed from Table - 2 that the calculated χ2 value is significant, the null hypothesis of no association between the two attributes is rejected and it can be concluded that there is an association between the field the respondents belong to and their dependency on the friend’s opinion. This indicates that majority of the customers depend on the opinion of their friends before purchasing a smart phone. D). FAMILY MEMBERS’ OPINION Hypothesis:Ho4: There is no significant relationship between the field they belong to and Family members’ opinion. Table – 5 Family members' opinion before buying the phone and the field the respondent belong to Chi-Square Tests
  • 11. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 38 Value df Asymp. Sig. (2- sided) Pearson Chi-Square 14.758a 2 .001 Likelihood Ratio 14.722 2 .001 Linear-by-Linear Association 13.205 1 .000 N of Valid Cases 270 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 36.67. It is observed from Table - 5 that the calculated χ2 value is significant, the null hypothesis of no association between the two attributes is rejected and it can be concluded that there is an association between the field the respondents belong to and their dependency on their family members’ opinion. This indicates that majority of the customers depend on the opinion of their family members before purchasing a smart phone. E). PRODUCT REVIEWS Hypothesis:Ho5: There is no significant relationship between the field they belong to and product reviews. Table – 6 Read reviews before buying the phone and the field the respondent belong to Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 11.243a 2 .004
  • 12. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 39 Likelihood Ratio 10.770 2 .005 Linear-by-Linear Association .000 1 1.000 N of Valid Cases 270 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 19.33. It is observed from Table - 6 that the calculated χ2 value is significant, the null hypothesis of no association between the two attributes is rejected and it can be concluded that there is an association between the field the respondents belong to and their dependency on the reviews of the product. This indicates that majority of the customers depend on the product reviews before purchasing a smart phone. F). MODE OF INTERNET CONNECTIVITY: Hypothesis:Ho6: There is no significant relationship between the field they belong to and mode of internet connectivity. It is observed from Table - 7 that the calculated χ2 value is significant, the null hypothesis of no association between the two attributes is rejected and it can be concluded that there is an association between the field the respondents belong to and their dependency on the internet connectivity. This indicates that majority of the customers depend on both wi-fi as well as data card internet connectivity. Table -7 How connected to the internet and the field the respondent belongs to Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 11.551a 4 .021
  • 13. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 40 Likelihood Ratio 12.909 4 .012 Linear-by-Linear Association 6.026 1 .014 N of Valid Cases 270 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.33. G). GARRETT RANKING METHOD: ORDER OF IMPORTANCE OF ATTRIBUTES THEY LOOK FOR IN SMART PHONES: There are five factors identified for the purpose of studying the factors which the customers feel as the important features they would look for while buying a smart phone. The factors considered for this study are Technical Specification, Battery Life, Price, Operating System and Brand Image. The respondents were asked to rank the factors which the respondents feel as the main features being encountered by them while buying a smart phone. Garrett’s Ranking Garrets Ranking Technique has been used to analyze the factors considered as main features by the customers. The respondents were asked to rank the five factors identified for the purpose of this study as 1,2,3,4 and 5 in order to know their preference in terms of features being considered while buying a smart phone in the order of importance as per their experience and perception. The calculated percentage positions for the ranks 1,2,3,4 and 5 and their corresponding Garrett’s table values are given in Table – 8. Table - 8 Mean Score of the Factors and the Ranks obtained Factors/Ranks 1 75 2 60 3 50 4 40 5 25 Garrett Score Mea n Score Rank Technical Specification f 77 85 47 42 19 15380 56.96 II fx 5775 5100 2350 1680 475 f 113 62 57 28 10
  • 14. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 41 Battery Life fx 8475 3720 2850 1120 250 16415 60.80 I Price of the phone f 38 52 85 57 38 13450 49.80 III fx 2850 3120 4250 2280 950 Operating System f 19 33 34 99 85 11190 41.44 IV fx 1425 1980 1700 3960 2125 Brand Image f 23 38 47 44 118 11065 40.98 V fx 1725 2280 2350 1760 2950 The above table shows the number of respondents ranking the factors as 1,2,3,4 and 5 as the features they look for in terms of their order of importance. This table also shows the total score and the mean score. Note: For factor ‘Technical Specification’ the total score is calculated by multiplying the number of respondents ranking that factor as 1,2,3,4 and 5 by their respective table values given in the Garrett Ranking Table. Mean score is calculated by dividing the total score by the number of respondents. According to the Garrets ranking technique that among the factors that are being considered as the problems by the respondents, ‘Battery Life’ was ranked first, followed by ‘Technical Specification’ ranked second, ‘Price of the Smart Phone’ ranked third, ‘Operating System’ ranked fourth, and finally ‘Brand Image’ ranked fifth. 9 FINDINGS Based on the analysis and interpretation carried out by the researcher, following are the summary of the findings: Majority of the respondents:  are below 20 years.  are male  use Samsung brand followed by Motorola, with Apple being in third place and other brands like Micromax, Nokia, LG Blackberry and the remaining in the order indicated.  use Android followed by Windows and iOS.  are using Smart phones costing less than Rs 15,000/=.  are planning to buy the same brand as that of what they are using now.  seek their family members’ opinion.  seek their friends’ opinion
  • 15. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 42  read the reviews regarding the particular phone before purchasing a Smart phone.  bought the phones through online.  change their phones once in more than 2 years .  service/repair their phones and finally majority of the respondents are connected to the internet through both Wi-Fi as well as Mobile Data Pack.  ‘Battery Life’ of a Smart Phone ranks first, followed by ‘Technical Specification’ as second, ‘Price of the Smart Phone’ as third, ‘Operating System’ as fourth, and finally ‘Brand Image’ as fifth in the order of ranking regarding the features the respondents look for in Smart Phone. 10 RECOMMENDATION  The study has shown that people have started to stop caring about the origin of the OEMs. The new phone brands are finding relatively less barrier in entering the market. Brands can use short term hype creating strategies like Xiaomi’s Flash sale and OnePlus’s invitation only strategies to gain initial traction in the indian market.  Marketers of phone brands should position their brand either as a premium brand with pricing over 35,000 rupees or as low end budget phones producing brands pricing under 25,000 rupees.  The study showed pricing phones between 25,000 – 35,000 rupees is a bad idea. Smartphone brands should not ignore the way their products are presented or reviewed on the internet.  Chi square test revealed that there is relation between gender of the buyer and influence of family on buyers. Assuming India still being a male dominant society, we can say the influence of male family member is high on female buyers. So, Marketers should focus on campaigns aiming at selling to male crowd.  Since majority of the consumers have wifi connections and mobile data packs, Service providers like Airtel and BSNL can offer combo plans which include both Wi-Fi and mobile data plan.  The marketers using SMS marketing should find more internet related ways to reach the customers and stop using the text messaging as a marketing strategy, as people do not utilize text messaging services regularly enough for the marketing to be effective.  E-commerce stores tying up with offline stores for selling smartphones is the right way for improving their sales. 11 LIMITATIONS
  • 16. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 43 When drawing the conclusion of this research few boundaries had been encountered. The study was carried out with most effective a restricted quantity of respondents for useful causes. The sample used cannot be consultant of the complete populace of Bangalore, thus it used to be elaborate to draw a conclusion on this small pattern. 12 CONCLUSION On this today's era, a Smartphone shouldn't be most effective the need but additionally a necessity if one is aware of tips on how to make appropriate use of it. Smartphone have changed the approaches that we used to live, keep in touch and connect with persons all over the world. With it, that you may surf web with only a touch in a smartphone, whether to read the breaking information, or examine the prices or features of a merchandise even as browsing, booking the travel tickets, connecting to social community or hold track of your parcels delivered anyplace you are etc. Smartphone facets like, textual content to speech; GPS and social integration are some examples, which can helps workforce of individuals to quite simply remain built-in with society. All of the respondents agreed that Smartphone is relatively essential to make their day-to-day life less complicated. Certainly Smartphone have made folks smarter with the aid of organizing their lives with a single device and delivering access to the arena vast information at the fingertips. It doesn’t most effective arrange everyday life with the aid of striking calendars, to do record and looking record at one position but in addition helps humans linked from in every single place the sector by using integrating contacts, emails, social networking, messaging and even video chats. It has made lives less complicated for all people. Possible use it for education purpose, job related duties, knowledge search or leisure purposes. That is the essential reason that everybody carries a Smartphone this present day. References 1. Belch and Belch (2009), Advertising and Promotion: An Integrated Marketing Communication Perspective(book). Available online at https://books.google.co.in/books/about/Advertising_and_Promotion.html?id=7s eLVI2cgHsC&redir_esc=y accessed on 31st April, 2016. 2. Bhattacherjee, Anol. 2001. "Understanding Information Systems Continuance: An Expectation-Confirmation Model," MIS Quarterly, (25: 3). 3. Cheung et al, (2003), Empirical exchange rate models of the nineties: Are any fit to survive?, Journal of International Money and Finance 24 (2005) 1150 – 1175. Available online at WWW.sciencedirect.com accessed on 31st April, 2016 4. Dholakia & Bagozzi, 2001, Consumer behavior in digital environments U Dholakia, RP Bagozzi - Digital marketing, 2001, Wiley & Sons.
  • 17. Global Research Journal of Global Research Computer Science & Technology Researcher Forum (JGRCST) Vol.-IV, Issue-IV, March 2016 www.globalresearch.co.in ISSN: 2349 – 5170 Mail: editor@globalresearch.co.in 44 5. Dholakia & Bagozzi, 2001, A social influence model of consumer participation in network- and small-group-based virtual communities. U.M. Dholakia et al. / Intern. J. of Research in Marketing 21 (2004) 241–263. ”. Available online at http://www-bcf.usc.edu/~douglast/620/bettina1.pdf accessed on 31st April, 2016 6. Hoffman & Novak’s, 1998), Bridging the Digital Divide: The Impact of Race on Computer Access and Internet Use. Hoffman & Novak (1998), “Bridging the Digital Divide”. Available online at WWW.tx.liberal.ntu.edu.tw/ accessed on 31st April, 2016 7. Jarvenpaa & Todd, 1996, DIFFERENTIAL EFFECTS OF PRODUCT CATEGORY ON SHOPPERS’ SELECTION OF WEB-BASED STORES: A PROBABILISTIC MODELING APPROACH. Journal of Electronic Commerce Research, VOL. 2, NO. 4, 2001. Available online at http://web.csulb.edu/ accessed on 31st April, 2016. 8. Mihart (2012), Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International Journal of Marketing Studies Vol. 4, No. 2; April 2012. Available online at http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.457.632&rep=rep1&t ype=pdf accessed on 31st April, 2016. 9. M Koufaris (2002) Applying the technology acceptance model and flow theory to online consumer behavior - Information systems research, 2002. 10. Solomon, 2006. Consumer Behaviour: A European Perspective (book). Available online at http://www.books.mec.biz accessed on 31st April, 2016.