CONSUMER BUYING BEHAVIOUR WHILE
PURCHASING SMART PHONE
A PROJECT REPORT
Submitted in partial fulfilment for the award of the degree of
Bachelor of commerce (CA)
Under the supervision of
RAMOLA PREMALATHA J
(Assistant Professor Sr.)
The term consumer behaviour refers to the behaviour that consumers
display in searching for purchasing, using, evaluating and disposing
of products and services that they expect will satisfy their need.
The buying behaviour of consumers toward smart phone is
increasing this was the main reason for selecting as a final year
The main aim of the research is to analyse the external and internal
factors which are influencing in a consumer while purchasing a
smart phone. The research also focuses on consumer attitude for
smart phone and influence of brand on consumers in buying
OBJECTIVES OF THE STUDY
1. To know the consumer buying behaviour while purchasing smart
phones by VIT students, staff, etc.
2. It will help the marketers to improve and introduce a new product in
3. To analyse what are the internal and external factors which influences
while purchasing a smart phone?
4. To find out what are the factors which influences the students of VIT
University to buy Smartphone’s.
SCOPE OF THE STUDY
The study is conducted in Vellore city mainly concentrating the
students, staff, faculty, supervisors of VIT University.
This study will helps to know the factors which influencing the
VITian's buying behaviour of Smartphone’s.
This study helps to know the buying behaviour of the VITian’s while
choosing smart Phones.
The study also helps to know the consumers satisfaction level
towards different branded mobile phones which VITian’s have.
The study also helps to know the reasons for the dissatisfaction of
the users of Smartphone.
LIMITATIONS OF THE STUDY
Every project faces some limitation, while taking the survey there
are some limitation which is mentioned below.
1. This study was carried out only among the consumers in Vellore
and mainly targeted the students of VIT University.
2. With respect to actual population of VIT University the sample
size was too small since VIT have more than 20000 students.
3. The sample was taken on the basis of convenience of the
student since few of the students didn’t fill the all 20 question.
The primary methods of data collection that is questionnaire
technique was used to collect the data required. No of
Respondents include both male and female in that about 100
samples have been collected for the study. The studies have
been carried out by using a wide range of academic resources
such as articles, books, journals and websites to gain more
information regarding the topic which will help when
analysing the collected data. Surveys are good in evaluating
effectiveness and also influences on consumers behaviour.
Sampling is an important feature for all research.
PRIMARY DATA& SECONDARY DATA
For collecting the data for the report, the primary data have
been collected through questionnaire. This questionnaire aims
to gather information from individual point of view. The
secondary data means those data which have already been from
books, magazines, newspapers, internet.
FACTORS INFLUENCING THE BUYING BEHAVIOUR OF
CUSTOMERS WHILE PURCHASING SMARTPHONE.
1. MARKETING FACTORS
2. PERSONAL FACTORS
3. PSYCHOLOGICAL FACTORS
4. SOCIAL FACTORS
5. CULTURAL FACTORS
1.GENDER OF THE RESPONDENT WHILE
According to the survey which took in Vellore city , it was found that 87% male respondents
while the portion of female is just 13% this is one of the limitation of this survey .It was
found that women of Vellore city very shy by nature. They hesitate while facing the
2.IMPORTANT FACTORS WHILE YOU PURCHASE
Most of the people of Vellore voted for brand and price both are the two important factors
while purchasing a smart phone ,brand such as Samsung, Sony, MicroMax they trust these
brand, so don’t have inspection in these brand while purchasing smart phone.
3.HOW YOU ARE PURCHASING A SMART PHONE
Most of them said that they purchase the smart phone from dealer & retailer so that they can
check the products carefully while purchasing but some of them said that with branded
phones like Samsung, Sony etc they can purchase through online because they trust the
FLIPKART SNAPDEAL DEALERS & RETAILERS
4. YOUR MODE OF PAYMENT WHILE
People said that they pay cash while purchasing the smart phone .They don’t feel safe
enough to share their account no, password etc. So they hardly use debit card or credit
card for the payment purpose.
CREDIT CARD CASH DEBIT CARD
5.BUDGET FOR YOUR SMART PHONE
Most of the people purchase smart phone within the range of RS 5000 to RS10000. They
mainly purchase phones like Samsung galaxy star advance350, Moto e, Micromax canvas
very few people purchase phone above RS 20000 & above.
5000-10000 10000-15000 15000-20000 20000& above
The following are the significant findings that have been noted from the
personal information of the respondents which was conducted in
1.From the survey it was found that there were 87% male respondent
and 13% female respondent because ratio of Male: Female in VIT is
2. Most of the people depend upon brand while purchasing a
Smartphone because they feel that brand play a important role while
purchasing in branded product they don’t have to inspect the quality
of the product.
3. While taking the survey it was found that most of the people of VIT
have Samsung mobile it is because Samsung is a branded company
and its service centre can easily found in anywhere and another
reason is that Samsung launch a product mainly targeting the middle
From the results, here are the suggestions to improve consumer buying
behaviour toward Smartphone.
1.Mobile industry have to concentrate more on youth segment by
giving more advanced features like auto update of software ,camera
quality, battery backup.
2. Nokia phone should develop and modify their operating system,
since Nokia used to launch windows phone which is very difficult to
handle it some sometimes hank.
3. As the Smartphone gets smarter and consumer expectations rise,
mobile technology is required to continuously offer innovative and
cutting –edge service.
There is a continuous increase in disposable income of the people;
there has been a major shift in the attitude and the buying behaviour
of the consumers of the Vellore. The main aim of the research is to
analyse the external and internal factors which are influencing in a
consumer while purchasing a smart phone. The study of consumer
buying behaviour is the most important factor for marketing of any
goods and services.
From the survey it was clear that Nokia phone is losing its market it
is because most of the people said that it is not convenient to use
windows phone while at the same time other brand are
manufacturing android phone with latest software . Now Nokia has
switch towards Microsoft, planning to manufacture phone according
to the customer choice.
An exploratory study on consumer buying behavior Mumtaz
Ali 1 , Jing Fengjie 2 , Naveed Akhtar Qureshi 3
Impact of Product Packaging on Consumer’s Buying Behavior
Rizwan Raheem Ahmed1 , Vishnu Parmar2 and Muhammad Ahmed
Influence of Brands on Female Consumer‟s Buying Behavior in
Pakistan Hareem Zeb, Kashif Rashid, and M.Bilal Javeed
Impact of lifestyle on brand preference of buyer behaviour A Dr.
A.C. Pandey1 and Mithilesh Kumar Pandey
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