An

Assignment On

“Consumer Behaviour of Smartphone”

Subject: Consumer Behaviour

MBA(Marketing) Semester – 3

S.R Luthra Institute of Management

GUJARAT TECHNOLOGICAL UNIVERSITY

Submission Date: 27th Oct 2020

Submitted to

Dr. Ravi Vaidya

(ASSOCIATION PROFESSOR)

Submitted by (GROUP NO: 5)

Jay Amrutiya (197500592006)

Parth Jarsaniya (197500592045)

Jemin Lathiya (197500592060)

Deep Malani (197500592061)

Mit Mehta (197500592069)

 INDEX

No. Particular Page No.

1 Introduction 01
2. Literature Review 02
3. Research Methodology 03
4. Depth Interview 04
5. Analysis 11
6. Perceptual Map of Various Brand 29
7. Findings 35
8. Conclusion 36
9. Multiple and Diverse Marketing 37
10. Ethical and Social Concern 44
11. Role of Technology, internet…..etc. 46
12. Annexure 50
 Table and Graph

Table No. Particular Page No.

A Gender 11
B Age 12
C Occupation 13
D Annual Income 14
E Which Brand Use? 15
F Willing to Spend on Smartphone 16
G Satisfaction Level 17
H Reason for Purchase 18
I Where did you look 19
J Which Ads feel effective 20
K Which type of Ads feel effective 21
L Why Change your Phone? 22
M How Many Hours use phone? 23
N Brand Name Important 24
O Easy to carry 25
P Accessories or other benefit important 26
Q Smartphone Fulfil your dreams? 27
R Which Brand you use next? 28
S Perceptual Map 29
 INTRODUCTION

The rapidly growing demand of Smartphone has created a buzz around the world. Nowadays,
most of the consumers opt to have a Smartphone. The increasing innovation in mobile phone
industries has brought this craze among the people on Smartphone. Smartphone is configured
by an operating system with advanced computing capability and connectivity. Generally
Smartphone has high sensor big touch screens and high pixel cameras with lots of features
and applications. Mostly people use applications for internet browsing, email, navigation,
social media, listening music, reading news, games, finance, health and fitness, taking notes,
calendar, weather forecast and lots of other things. These features and applications in
Smartphone somehow have made people’s life easier either in daily life, at work or for
entertainment purpose.

1
Literature Review

Kotler and Keller, (2012) these are the purchase involvement of consumers which measure
the concern for or interest in the purchase process. Nominal decision making normally happen
when consumers purchasing low involvement product, low cost and familiar product which is
frequently purchased. Limited decision making is in between nominal and extended decision
making, which involve limited external search. Whereas extended decision making normally
will be on the high involvement product; perhaps expensive products and unfamiliar
products.

Genova, (2010) Consumers have become highly dependent on smart phones which they can
use when they commute, relax at home, and travel overseas. Consumers are perceived to be
dependent on their smart phones when they view them as a necessity and have strong
propensity for continuous high usage, being engaged and unwilling to part from them. Thus,
consumers’ expectations for future purchase behaviour will be affected by their past
experience as they are heavily dependent on smart phones because of the underlying motives.
Found that heavy mobile phone users possess a higher level of knowledge, have more social
participation, maintain extensive interpersonal networks and have contact with people not
only within the social system but also outside it. This is supported by Peterson and Low who
stated that student look at web sites, check their e-mail and use social networking sites such
as Facebook and Twitter most often.

Kotler and Armstrong, (2007) Product features are related to the attributes of a product that
help to meet the satisfaction level of consumers’ needs and wants through owning the
product, use, and utilization of the product. Smart phones like iPhone and BlackBerry have
larger and higher resolution screens and offer consumers a wide array of features, including
mobile web browsing, thousands of applications, e-mail, instant messaging, picture
messaging, video, and audio playback, global positioning system (GPS), games, a video
camera, picture, and video editing. The most popular operating systems for mobile phones are
Symbian, RIM Blackberry, Apple iPhone, Windows mobile, Google Android, and Linux.
Google’s Android operating system has propelled Samsung to the top of global smart phone
sales in 2011 in Southeast Asia. Users largely value the smart phone features such as full-
screen viewing for images and video and larger text and buttons with stylish design according
to their preferences. Design was found to be the most important determinant of consumer
response and new product sales success.
Research Methodology

Research Objectives

 To know motive behind the purchase

 To evaluate consumers attitude, perception towards Smartphone
 To know about factors influencing the purchase decision of Smart phone
 To tell whether people are satisfied with current phone

Research Design

For this research, Research Design would be descriptive research design.

Source of Data

1. Primary data
In this research the primary data is being collected by filling a structured questionnaire
from the people.
2. Secondary Data
During research used secondary data for literature review and questionnaire
preparation. This data is collected from internet, books and journals.

Sampling

 Population
The population for this study is the customers of Smart phone in Surat city.
 Sample Size
The sample size of this survey, 20 is in depth interview and 30 are in Research.
 Sampling Method
The sampling technique under research is non-probability convenience sampling
DEPTH INTERVIEW OF 20 CONSUMERS

What is Depth Interview?

Depth or in-depth interview is a qualitative research technique which is used to conduct

intensive individual interviews where numbers of respondents are less and research is focused
on a specific product, technique, situation or objective.

The outcomes from interviews are like one another. It appears to be that most of the
participants purchase Smartphone due to their need in this modern time. Regardless of the
costly value, the outcomes additionally mirrored that individuals purchase Smartphone in
light of their excitement in fresher innovation. The results of the each question are described
below. We conduct depth interview from 13 Male and 7 Female.

Question no. 1

Do you buy Smartphone because of your need or want?

Most of the participants referenced that they purchase Smartphone in view of their both need
and need. What's more one male member stated, "From one viewpoint, it could be said as my
need but from another point of view, it has made things simpler for me in my day by day
exercises. In this way, I want to state it as my." all in all, all the participants agreed it as their
need. And one female said, “I bought smart phone because of I started my own cake business
at my home”
Do you have an expensive Smartphone? If yes why you decide to purchase an expensive
Smartphone?

Just after the inquiry was kept forward among the participants; the answer came without a
moment's delay which was a major yes. Among the participants, dominant part of them have
'IPhone', few have 'Samsung Galaxy', 'MI' and 'Vivo'. The reasons that members reacted for
purchasing costly Smartphone were very not the same as one another and a portion of the
members simply concurred on what other said without communicating their own
perspectives. The members appear to have their own options of choice and chose to purchase
the costly Smartphone for various purposes. Some their musings were:

“I bought my phone because of features that it provides whereas the functionality and the
processing ability make this phone almost equivalent to a laptop.”

“Cheap Smartphone’s are not reliable from durability perspective so I decided to buy the
expensive one.”

"I chose to purchase the costly one because it had the new feature like higher pixel camera
great plan and new working framework. Indeed I needed my first Smartphone to be the most
recent one."

“Because it has higher utilization of fresher innovation, exceptionally adaptable, simpler to

utilize and easy to use”

“Because they are quick and have numerous applications to utilize.”

“I’m a hi-tech lover so I purchased my Samsung Galaxy S10 on the grounds that that time it
was the most recent one. Besides, I thought the multifunction and quality of this phone will
worth equal to the money I paid for it.”

"I purchased costly because it has best equipment and was most recent highlights which are
valuable in regular use."

“I have always loved this specific brand 'Apple' for its easy to use and basic application.”

"I simply need to be happy with my Smartphone and have a major choice of applications for
it."
But different from all the participants one female said, “For me, I bought this Smartphone
because it was on discount and it was famous by and large”

Question 2

Which brand Smart phone do you use? Why?

Among the participants,

9 have IPhone

4 have Samsung

3 have One plus

2 have Vivo

2 have MI

Some IPhone user said, “Apple means think different. Apple provides securities as well as
latest features. Apple’s Operating system is good compare to another brand and its
application is good”

One IPhone user said that I and my family only used IPhone

Samsung user said, “It has multifunction and quality. Its own software and performances is
good. Battery life is good compare to other brand phone”

One plus user said, “Quality and design is well good and T series phone is new and latest
technological phone”

Vivo user said, “Company give best feature with low price and camera is best”

MI user said, “MI phone give excellent performance as well as camera and other good features”
Question 3

Why did you change your previous phone?

Particularly to male interviewers recently use I phone because 7 male is businessmen. Let’s
see in interviewer’s response

“My previous phone was Lenovo. MI gives high feature and ram compare to Lenovo phone
but MI and Lenovo phone price is same so I purchased MI phone”

“Apple gives high security & price and apple look is better also give classic feature like apple
health and apple watch and apple give high technological phone compare to other brand.
After sell service is very good compare to other brand” said by businessmen person

“I like camera and music so I purchased Vivo phone and vivo give some beauty feature” said
by two female

“I wanted to take more advantage and performance and I wanted to use other brand phone so
I changed my previous phone”

“Samsung give high durable screen because my old phone was broken by my child and one
said “My friend suggest to me to buy Samsung note 20. I feel that this phone is suitable for
my status”

We found that our response is completely compared with cognitive learning theory. This
theory "holds that learning includes complex mental handling of data. This theory gives
incredible weightage to data, inspiration and mental cycle on which reaction depends. As
indicated by this theory repetition gets a back seat. The customer gathers data on different
serious items as to their value, performance and different perspectives. The consumer takes
care of that the gathered data on different serious items with respect to their value,
performance and different parts of data into his human PC measure them logically and then
only arrive at a conclusion. He or she gathers the data on different Smart telephone available
in the market, their features, performance, reputation of the supplier i.e. brand and after sales
service.

Question 4

Do your social characteristics (such as groups, family and roles and status) influence
you while purchasing your Smartphone? Which and how?
Particularly to male members it appeared to be that social elements don't influence them at all
in buying their Smartphone. The majority of them concurred that they made autonomous
choice while purchasing their advanced mobile phones. They simply checked the highlights
of the Smartphone in the web or the stores and settle on their ultimate conclusion. Rather, one
of the male members expressed that his gatherings impacted him to purchase the Smartphone.
"In any case, I need to state that for my situation, my groups influenced me to purchase a
Smartphone. All my friends are using, why not me?”

Just opposite to male participants, out of 7 total female participants, 4 female participants also
agreed that their decisions are influence by their friends. Their views were:

“I got totally influenced by my friends. They prescribed me to try this phone before I bought
it’”

“For me it’s groups too. My friends are likewise utilizing the equivalent smartphones. They
offered great commendations and I likewise had a go at utilizing their phones. I got good
impressions, which affected me in my purchasing decision. Especially, lots of my friends are
using iPhone, so it’s also quite easy for me to use the same phone type for free I message and
face time with friends as opposed to messaging message which are more costly.”

Do your personal characteristics (such as age and lifecycle stage, occupation, economic
circumstance, lifestyle and personality and self-concept) affect your decision during
purchase of Smartphone? Which and how?

The conversation remained quite interesting for this question. While purchasing a
Smartphone, all the members referenced that their own qualities has by one way or another
influenced them in making their decision. The members appeared to be influenced by at least
one element while buying their smartphones. In general, from gathering interviews the
majority of the members were discovered to be influenced largely by age and life cycle stage,
financial conditions and character and self-concept. Just a single male member expressed that
he was influenced by way of life yet nobody referenced about occupation as their impacting
factor. The participants' primary perspectives are:

"I have family now and I remain at home with the children. I can't accept anything I desire. I
have to have investment funds first at that point need to think in the event that I can purchase
something more costly with my compensation." Age and life-cycle stage
"I think I am influenced by my life cycle stage because my Smartphone preferences didn't
make a U-turn. I'm single and don't need to deal with family or kids and I am in a decent
financial conditions that is the reason I am wanting to go through more cash for a Smartphone
I like not to be irritated or baffled." Age and life-cycle stage

“I am young and I am automatically attracted towards attractive things and smart phones are
the attraction of modern age.” Age and life-cycle stage

"I'm youthful and single and I simply needed to satisfy my desires what I need, so why not a
Smartphone." Age and life-cycle stage and Lifestyle

“I buy products that I can afford whilst saving aside some from my salary. Youngsters these
days want latest technology and I get it has to some degree influenced my purchasing conduct
too.” Economic circumstance and Age

"For me it is the monetary issue that comes in the middle of while choosing which
Smartphone to go for and obviously the need rest is simply worthless." Economic condition

"Yes, financial conditions. I purchased my Smartphone in light of the fact that it was on
discount and it was useful for cost. And furthermore might be my character since I like to
have a go at something new." Economic conditions

"I purchased my phone fundamentally for good hardware and software preferences and great
execution capacities. I needed a mobile which will have great execution even after couple of
years when there will be much more powerful mobiles. Additionally configuration was
influencing my choice marginally. I got all that I needed in a similar bundle in my
Smartphone however needed to pay tad more." self-concept

I don't think purchasing a Smartphone is a serious deal these days. My Economic condition
didn't influence me since I got it in portion instalment measure. In any case, it's my character
to need to keep awake to date in innovation, which is the reason I purchase Smartphone."
Personality and self-concept

“I love technology so I wanted to buy IPhone to try its new feature in the phone.” self-concept

“I think my personality affected my decision. For me I would always want to be in touch with
latest technology.” Personality and self-concept

“Lifestyle has some effect on me because I have busy life so it becomes easy for me to
manage my daily tasks if I use smart phone.” Life style
Tri-component Model of Attitude

1. The cognitive component

2. The affective component

3. The Cognition component

1. The cognitive component

The cognitive component consists of a person’s cognitions, i.e., knowledge and perceptions
about an object. This knowledge and resulting perceptions commonly take the form of
beliefs, images, and long-term memories. A utility function representing the weighted
product of attributes and criteria would be used to develop the final ranking and thus choice.
This model represents the process used by individuals with a strong Thinking Cognitive
Style.

2. The affective component:

The affective component of an attitude comprises of the consumers emotions or feelings

toward an object. These emotions or feelings are frequently treated by consumer researchers
as primarily evaluative in nature; i.e., they capture an individual’s direct or global assessment
of the attitude-object, which might be positive, negative, or mixed reaction consisting of our
feelings about an object.

3. The Cognition component:

The cognition component is concerned with the likelihood or tendency of certain behavior
with regard to the attitude object. It would also mean the predisposition or tendency to act in a
certain manner toward an object.
A. Gender

Gender Frequency Percentage

Male 19 63.3

Female 11 36.7

Total 30 100 %

Gender

Female
37%

Male
63%

MaleFemale

As per above chart in my research 63 % respondents are male and other 37 %

respondents are female.
B. Age group of Respondents

Age group Frequency Percentage %

Under 18 1 3.3
18 – 24 16 53.3
25 – 34 13 43.3
35 – 44 0 0
45 – 54 0 0
55 – 64 0 0
Above 64 0 0
Total 30 100

Age Group

Under 18
3%

25 – 34
43%

18 – 24
54%

Under 1818 – 2425 – 3435 – 4445 – 5455 – 64Above 64

As per the above chart majority of respondent age group of 18 – 24 years. it is a 54 %.

43 % of respondets are age group between 25 – 34 years. And 3 % respondent are
under 18 years old.
C. Occupation of Respondents

Occupation Frequency Percentage %

Student 10 33.3
Business 8 26.7
Professional 5 16.7
Salaried 2 6.7
Housewife 5 16.7
Retired and Not working 0 0
Total 30 100 %

Occupation

Housewife
17%
Student
Salaried 33%
7%

Professional
17%

Business
26%

StudentBusinessProfessionalSalariedHousewifeRetired and Not working

In my research majority of respondents are students it is a 33 % of the total respondents. 26 %

respondents are businessman. 17 % respondents are connect with professional background. 7
% respondents are salaried and 17 % respondents are housewives.
 D. Annual Income

Income Group Frequency Percentage

Less Than Rs 2 Lakh 7 23.3

Rs 2 Lakh To Rs 4 Lakh 8 26.7

Rs 4 Lakh To Rs 6 Lakh 11 36.7

Rs 6 Lakh And Above 4 13.3

Total 30 100

ANNUAL INCOME

13%
23%

37%
27%

less than Rs 2 lakh Rs 2 lakh to Rs 4 lakh Rs 4 lakh to Rs 6 lakh Rs 6 lakh and above

36.7 % of respondent’s annual income between Rs.4Lakh. To Rs.6Lakh and 13.3% of the
respondent’s annual income above Rs.6 Lakh.
 E. Which Brand Of Smart Phone Do You Use?

Frequency Percentage
Apple 3 10
Samsung 6 20
One Plus 3 10
Mi 6 20
Realme 3 10
Oppo 4 13.3
Vivo 5 16.7
Nokia 0 0
Total 30 100

WHICH BRAND OF SMART PHONE DO YOU

USE?
0%

17% 10%

20%
13%

10% 10%

20%

AppleSamsungOne plusMiRealmeOppoVivoNokia

According to data collected the users of SAMSUNG & MI are equal and high as compare to
other smart phone companies. While there is NO user of NOKIA smart phone Company.
 F. How Many Are You Willing To Spend On A Smart Phone?

Frequency Percentage
Below 5000 Rs 0 0
500 – 10000 2 6.7
10000 – 15000 11 36.7
15000 – 20000 9 30
20000 Above 8 26.7
Total 30 100

HOW MANY ARE YOU WILLING TO SPEND ON

A SMART PHONE?
0%
7%
27%

36%

30%

Below 5000 Rs500 – 1000010000 – 1500015000 – 2000020000 above

As per data collected there are 36% of the people are willing to spend their money on smart
phone Between Rs.10000 to Rs.15000 and No-one willing buy a smart-phone below Rs.5000.
 G. Are You Satisfied With Your Current Smart Phone?

Frequency Percentage
Not Satisfy 0 0
1 3.3
1 3.3
11 36.7
Highly Satisfy 17 56.7
Total 30 100

ARE YOU SATISFIED WITH YOUR CURRENT

SMART PHONE?
HIGH SATISFY 56.7

36.7

3.3

3.3

DISSATISFY

0 10 20 30 40 50 60
Percentage

56.7% and 36.7% Respondent are Highly Satisfied and satisfied respectively with his current
smart phone. 3.3% respondent are Moderate and Dissatisfy for his current smart phone.
 H. What Reason Make You Purchase A Smart Phone?

Frequency Percentage
Professional Work 8 26.7
For New Features 4 13.3
Online Study 3 10
Multi-Tasking 13 43.3
Only For Calling 1 3.3
Gaming 1 3.3
Total 30 100

WHAT REASON MAKE YOU PURCHASE A

SMART PHONE?
3% 3%

27%

44%
13%

10%

Professional workFor new featuresOnline studyMulti taskingOnly for callingGaming

According to data 43.3% of the people are willing to purchase smart phone for multi-tasking
and there is only 3.3% of the people willing to purchase smart phone for Gaming & Calling
Purpose only
 I. Where Did You Look For The Information Before Purchase A
Smart Phone?

Frequency Percentage
In Store Phone Display 4 13.3
Internet Website 15 50
Television Ads 6 20
Newspaper 1 3.3
Word Of Mouth 2 6.7
Retailer 2 6.7
Total 30 100

WHERE DID YOU LOOK FOR THE

INFORMATION BEFORE PURCHASE A SMART PHONE?

7% 13%
3% 7%

20%

50%

In store phone displayInternet websiteTelevision adsNewspaperWord of mouthRetailer

From the respondent 50% people looking on website for information and there are only 3.3%
of the people looking on Newspaper for information before purchase a smart phone.
 J. Which Brand Advertising Do You Feel Is Most Effective For Smart
Phone?

Frequency Percentage
Apple 9 30
Samsung 7 23.3
One Plus 12 40
Mi 0 0
Realme 0 0
Oppo 1 3.3
Vivo 1 3.3
Nokia 0 0
Total 30 100

WHICH BRAND ADVERTISING DO YOU FEEL

IS MOST EFFECTIVE FOR SMART PHONE?

0% 0% 3% 3% 0%

30%

40%

24%

AppleSamsungOne plusMiRealmeOppoVivoNokia

According to respondent 40% of the people agree with that advertisement of ONE-PLUS is
most effective than others and no one respondent is dissatisfy with MI and REALME.
 K. Which Type Of Advertisement Do You Feel Is Most Affective For
Smart Phone?

Frequency Percentage
Television 8 26.7
Newspaper 6 20
Magazine 0 0
Online Website 9 30
Bus And Train 0 0
Hoardings 7 23.3
Total 30 100

WHICH TYPE OF ADVERTISEMENT DO YOU

FEEL IS MOST AFFECTIVE FOR SMART PHONE?

Television Newspaper Magazine Online website Bus and train

23% 27% Hoardings

0%

30% 20%
0%

According to data 30% of the person are agree with that the advertisement through online
website are more effective and non-effective advertisement tool is Magazine Bus and train.
 L. If You Have To Chance To Change Your Smart Phone So Which
Reason You Change?

Frequency Percentage
Lack Of Function 13 43.3
Out Of Fashion 13 43.3
Obsolete Model 4 13.3
Don’t Like Current Brand 0 0
Total 30 100

IF YOU HAVE TO CHANCE TO CHANGE YOUR

SMART PHONE SO WHICH REASON ?

Don’t like current brand0

Obsolete model 13.3

Out of fashion 43.3

Lack of function 43.3

0 5 10 15 20 25 30 35 40 45 50

Percentage

According to respondent 43.30% of the person have to chance to change his smart phone due
to lake of function and out of fashion and 13.30% of person change his mobile because of
Obsolete Model.
 M.How Many Hours per Day Do You Use Smart Phone?

Frequency Percentage
1 Hour Or Less 0 0
2 Hours 3 10
3 Hours 13 43.3
4 Hours And More 14 46.7
Total 30 100

HOW MANY HOURS PER DAY DO YOU USE SMART PHONE?

0% 10%

47%

43%

1 hour or less 2 hours

hours
hours and more

47% of the respondent using smart phone more than 4 hours and 10% using smart phone
only 2 hours per day.
 N. Brand Name Play A Vital Role While Purchasing Smart Phone?

Frequency Percentage
Disagree 0 0
0 0
2 6.7
6 20
Agree 22 73.3
Total 30 100

BRAND NAME PLAY A VITAL ROLE WHILE

PURCHASING SMART PHONE?
AGREE 73.3

20

6.7

DISAGREE

0 10 20 30 40 50 60 70 80
Percentage

According to respondent 73.30 of the people agree with that the brand name play a vital role
while purchasing smart phone and 6.70 of the people moderate with the same.
 O. Smart Phone Which Are Easy To Carry And Easily Fit To You Pocket

Frequency Percentage
Disagree 3 10
3 10
2 6.7
3 10
Agree 19 63.3
Total 30 100

SMART PHONE WHICH ARE EASY TO CARRY

AND CAN EASILY FIT TO YOU POCKET

Agree 63.3

10

6.7

10

Disagree 10

0 10 20 30 40 50 60 70

Percentage

63% of the people strongly agree with that the smart phone are easy to carry and fit to their
pocket and 10% people disagree with the above statement.
 P. Accessories And Other Free Benefits Effect Your Purchase Decision?

Frequency Percentage
Disagree 1 3.3
1 3.3
5 16.7
7 23.3
Agree 10 53.3
Total 30 100

ACCESSORIES AND OTHER FREE BENEFITS

EFFECT YOUR PURCHASE DECISION?
AGREE 53.3

23.3

16.7

3.3

DISAGREE3.3

0
10 20 30 40 50 60
Percentage

According to data 53.30% of the people strongly agree with the accessories and other free
benefits effect his purchase decision and 3.3% of the people disagree with the above
statement.
 Q. Smart Phone Fulfil Your Need?

Frequency Percentage
Disagree 0 0
0 0
2 6.7
9 30
Agree 19 63.3
Total 30 100

SMART PHONE FULFIL YOUR NEED?

Agree 63.3

30

6.7

Disagree0

0 10 20 30 40 50 60 70

Percentage

63.30% of the respondent strongly agree with that the smart phone fulfil his needs and 6.7% of
the respondent are moderate with that.
 R. If You Have To Change Your Smart Phone So You Can Continue
With Present Brand?

Frequency Percentage
Yes 17 56.7
No 13 43.3
Total 30 100

IF YOU HAVE TO CHANGE YOUR SMART

PHONE SO YOU CAN CONTINUE WITH
PRESENT BRAND?

43%

57% Yes
No

57% of the respondent are continue with their present brand if they will change the phone and
remaining respondent are prefer to change their brand of the phone.
 Perceptual mapping
1. Price vs. Quality of various Brand

High Price

Apple &
one+

Oppo Samsung
& vivo

Low High
Nokia
Quality Quality

MI Realme

Low price

Interpretation:

In this perceptual map we show that Apple and One plus at one position. According to our
research both the company has very high price and very high quality product. Samsung has high
price and very high quality. Oppo and Vivo both are at one position. Oppo and Vivo have high
price and high quality. Nokia is middle position of the map. Nokia has medium price and
medium quality. Mi has very low price and medium quality. Realme has low price and high
quality.
 2. Price vs. Design of various Brand
High Price

Apple &
one+

Oppo Samsung
& vivo

Low High
Nokia
Design Design

Realme MI

Low price

Interpretation:

In this perceptual map we show that Apple and One plus at one position. According to our study
both the company has extremely good design smartphone at very high price. Samsung has
extremely good design smartphone at high price. Oppo and Vivo are at a same position. Both the
company has good design smartphone at high price. Nokia has extremely good design
smartphone at medium price. Mi has extremely good design smartphone at Very Low price.
Realme has good design smartphone at very low price.
 3. Price vs. Features of various Brand

High Price

Apple &
one+

Oppo Samsung
& vivo

Bad Good
Nokia
Feature Feature

Realme
& Mi
Low price

Interpretation:

In this perceptual map we show that Apple and One plus at one position. According to our study
both the company give extremely good features at very high price. Samsung give extremely good
features at high price. Oppo and vivo are at same position. Oppo and Vivo give Good Features at
high price. Nokia give medium features at medium price. Realme and Mi are at same position.
Both the company gives Good features at very low price.
 4. Price vs. User friendliness of various Brand

High Price

Apple &
one+

Oppo Samsung
& vivo

Low High
Nokia
User User
Friendliness Friendliness

Realme
& Mi
Low price

Interpretation:

In this perceptual map we show that Apple and One plus at one position. According to our study
both the company give very High user friendliness at very high price. Samsung give Very high
user friendliness at high price. Oppo and Vivo are at same position. Oppo and Vivo give high
features at high price. Nokia give medium features at medium price. Realme and Mi are at a
same position. Realme and Mi give high feature at very low price.
 5. Price vs. Satisfaction of various Brand

High Price

Apple &
one+

Oppo Samsung
& vivo

Low High
Nokia
Satisfy Satisfy

MI Realme

Low price
Interpretation:

In this perceptual map we show that Apple and One plus at one position. According to our study
Customer very highly satisfy with Apple and one plus at very high price. Some customer Very
highly satisfies with Samsung at very high price. Some customer highly satisfies with Oppo and
Vivo at high price. Some customer medium satisfies with the Nokia at Medium price. Mi
customer Medium satisfies at Very low price. Relme customer highly satisfies with Realme
smartphone at very low price.
 6. Price vs. Sales Services of various Brand

High Price

Apple &
one+

Oppo Samsung
& vivo

Bad Good
Nokia
After After
Sale service Sale service

MI Realme

Low price

Interpretation:

In this perceptual map we show that Apple and One plus at one position. According to our study
both the company provide extremely good after sales service at very high price. Samsung also
provide extremely good after sales service at high price. Oppo and Vivo are at same position.
Both the company provide medium sales service at high price. Nokia provide medium sales
service at medium price. Mi provides medium sales service at very low price. Realme provide
good sales service at very low price.
Findings from the study:-

1) The research study says most of the respondents belong to the age group of 18-24 yrs.
with an annual income of maximum 4, 00,000-6, 00,000 Rs.
2) According to the occupation of the respondents the maximum people are students.
3) The income and occupation are inversely related to owning the Smart phone.
4) The major factor affecting the purchasing of the Smart phone is Brand name, feature
and price.
5) The main problem faced by Mi user is too bad after sell service.
6) Majority of the respondents think that Apple, Samsung and one plus are satisfactory
7) 57% respondents want to go with their current brand.
8) Majority of respondents think the apple is the best phone in its segment.
9) Overall majority of respondents are satisfied with top brand.
10) 46% respondents used phone 4 hours because they are students and businessmen
11) Overall majority respondents are satisfied with current brand
Conclusion of the report:-

Smartphones have become the basic necessities of life. With the rising income levels, the
standard of living has also been increasing. Obviously, Smartphone have changed the ways
that we used to live, communicate and connect with people all over the world. With it, you
can surf the web with just a touch in the palm of your hand whether to read the breaking
news, or compare the prices or features of a product while shopping, book the travel tickets,
keep track of your parcels delivered wherever you are and so on.

There are lots of customers buying Smart phone and there is more and more diversification
towards buying behaviour in the Smart phones as they comparatively priced and there is a lot
of variety in terms of brands, models.

The research study shows that consumers have a good preference towards Apple, Samsung
and One plus.

Moreover it is found that the consumers of Apple are satisfied with the performance, feature
and privacy policy of company.

After in depth study of all current situations, we can come to conclusion that Indian market is
open and vast for Smart phone Industry. There is great opportunity in the Smart phone
market. It is obvious that if a few suggestions are implemented, apple and Samsung can place
a dominant position in the market as well as in the minds of the consumers.
  Multiple and diverse marketing communication of
Apple and Samsung

APPLE
At apple, we are not all the same. And that is our greatest strength. We draw on the
differences in who we are, what we have experienced, and how we think. Because to create
products that serve everyone, we believe in including everyone.

Multiple Marketing Communication

Apple marketing communications explains the company’s stance towards individual elements
of the marketing communication such as print and media advertising, sales promotions,
events and experiences, public relations, direct marketing and personal selling. The main aim
behind Apple marketing communications is to communicate the marketing message of the
brand to the target customer segment through elements listed above.

Print and media advertising

Apple’s include advertising, such as on Google’s digital advertising network and on

technology news websites. The company has agreements with various prominent websites to
advertise and promote Apple products.
Apple also uses celebrity endorsements in print and media advertising extensively. In the past
Apple’s ‘Think Different’ print and media advertising materials featured the images of
innovators and pioneers in different areas

Direct Marketing

Apple uses email marketing extensively to deliver targeted information to its database of
millions of existing and prospective customers. These digital communications are particularly
vital in supporting product launches and in educating customers so that they can get the most
out of the products they own. In the EMEIA region Apple communicates with its customers
across 19 markets and in 13 languages. The campaigns that the Direct Marketing team
produces cover all of Apple’s strategic products and are designed to encourage a wide range
of actions, ranging from visiting apple.com to find out more information about a product, to
making a product purchase on the Online Store. The Direct Marketing team is looking for an
exceptional individual to contribute to the continued success of the email marketing
operation.

Sales promotion

Among the 4Ps, this element involves sales promotion, which usually happens at the Apple
Store locations and authorized reseller locations. For example, some locations offer old
models at discounted prices when bundled with larger or more expensive products. The apple
stores are very distinct and captivating from many other electronic stores because they
display all of their products for consumers to experience hands-on. Consumers are allowed
experience the IPhone and its features. This lets consumers get comfortable with the products
and familiarize themselves with it. This is a major consumer sales promotion that Apple has
developed.

Publicity and public relation

The company uses public relations to optimize its corporate image. For instance, Apple
Events, leaks of new product features, press releases, and exclusive interviews are carefully
executed to maximize positive publicity. Apple often criticizes to not include in the social
responsibility projects but the company quietly continues to support aid projects. Soon after
the CEO, Tim Cook started to work, if Apple employee helps to non-profit organizations, the
company support to organization one dollar of each dollar. This campaign had already filled
two months
Personal selling

The company uses personal selling in the form of Apple Store employees who provide
product-specific information in the aim of convincing store visitors to make a purchase.

Diverse Marketing Communication

Link of IPhone 12 advertisement

https://youtu.be/65JrtwtTOdc

Apple is succeeds in so many areas of advertising that it's often easy to overlook one of its
simplest messages. An Apple ad is same in the whole world so it focuses on all countries
people. Apple segment its customer base based on the combination of segmentation
strategies, it uses Behavioural, demographic & psychographic factor in segment in the
market.

This ad is targeting professionals, students between the age of 18 and 45 basically. Male and
female both user are involved in this I phone 12 ads. And also apple targeted middle to high
income level people. Apple follows lifestyle like modern, young, open to change. In this ad,
apple shows psychographic factor like lifestyle, imagination, liberty regained, innovation,
passion, hopes, dreams and aspirations and power to the people through technology. I phone
12 Ads is shows that ‘The most powerful phone ever with 5G network’

It has 3 types of customers broadly categorised as:

The hard worker: Hard working people who have low income or maybe university going
teenagers, having the aspiration to own an Apple product.

The growing people: Middle-class income group working somewhere or is a businessman.

Upper strata: These people have a high standard of living; they are tech savvy & innovators.
 Various Aspects of consumer behaviour of Apple user

Decision Making

If IPhone has Feature and other information related service, quality according to consumer’s
needs and wants, then consumer purchase IPhone.

Buying situation

When customers have little experience with a Apple, and the purchase carries high levels of
financial. When experience is low but enthusiasm and risk also are low, Consumer engage
in limited problem solving and research.

External influence

Most of apple consumers purchase phone influence by family and friends.

Marketing Influence

Some consumers are purchase phone to see ads in TV and on internet.

SAMSUNG
For Any Company, the success mainly depends on the marketing strategy. If marketing
strategy fails then it is not possible to dominate the market. Samsung can reach to their
customers and persuade them to buy their products and services with the help of their
marketing strategy. Through marketing strategy which also include the advertisement plans,
Samsung that they are effectively getting their products known to their customers and
emphasize the benefits of their products to the customers which will drive them to successful
sales.

40
 Multiple Marketing Communication

Samsung advertising activities are designed to provide accurate information to the customers
through high – quality advertisement and these sort of advertisement help the customers to
take the decision whether they will buy the product or not. In a broad sense Samsung’s
advertisement is centred on the empowerment of corporate brand identity and product.

Social Sites and Websites

Samsung uses social networking sites such as Facebook, Twitter, YouTube, etc. to maintain
their online presence regularly. Through these social media marketing strategies, Samsung
builds and maintain a relationship with the customers. They also declare announcement of
their new products in the social networking sites.

Public Relation and Publicity

Public relation and publicity is very important for Samsung as they are one of the leading
brand worldwide due to their brand image. Without establishing a good public relation,
creating brand image is not possible. Samsung focus on sponsoring news and other events,
seminars, conducting special promotional events, news release on television, newspaper,
donation, corporate social responsibility and so on.

Sales Promotion

Samsung conduct various promotional activities to promote its sales. Samsung would
encourage people to experiences their Smartphones. They can also provide free gifts,
discount, and price deduction and so on to encourage the purchase of its product. To promote
its sales, Samsung is also providing one year warranty on Smartphone, six month on charger,
earphone and data cable and one year guarantee on battery too.

Print and Media:

Print and media advertising is one of the core elements of the marketing mix extensively utilized by
Samsung. One of the important key features of Samsung advertising strategy is that the multinational
electronics company usually advertises its specific products such as Galaxy S and Note smartphones,
but it does not advertise much Samsung brand in general.

41
 Diverse Marketing Communication

Link of Samsung S20 Advertisement: https://youtu.be/DWRcNpR6Kdc

Samsung is the world’s number one smartphone vendor in terms of global unit market share.
However, as the company has gotten bigger and more successful, some people have started to claim
that the company has too many product lines. This criticism has become increasingly more common
as the smartphone market size has grown, with there being a greater diversity of needs across all types
of consumers. I believe people want a device manufacturer to craft a device that matches their
lifestyle, which has led to the creation of sub-brands that target different kinds of users within
Samsung’s Galaxy line of phones.

I believe the new Note20 series exemplify Samsung’s new strategy to help consumers find the device
that is more finely targeted to their needs and budget. This strategy is the result of a more mature
mobile market where differentiation is the key to continued growth. People are much more likely to
spend the same or more on a new device if they perceive that the new device offers them something
that the previous model did not.

Most people are familiar with Samsung’s S line of phones, as that is a mainstay of Samsung’s brand
and represents the company’s flagship products like the Galaxy S10 from last year and the Galaxy
S20 from this year. Earlier this year, Samsung launched its A Series, which Samsung designed to fill a
pretty significant hole in Samsung’s product line-up that it has had for years. There has always been
quite a delta in quality and design between Samsung’s affordable phones, and its flagship phones. It
was almost like a tale of two Samsung’s, where one was the budget phone that you bought because it
was cheap. At the other end of the Samsung spectrum of devices, you have the Z Series, which
represents the best and greatest technology and innovations from Samsung. The Note series deviate
from the rest of Samsung’s other product lines in that it offers a stylus and more business-focused
features.

Various Consumer Buying Behaviour Aspects of Samsung User:

Mostly People are attracted towards advertise of Samsung galaxy mobile and are motivated
to purchase the same.

Some People purchase Samsung smartphone to over show their beliefs and attitude towards
their companions.
If two students want to purchase a smartphone Instead of being motivated by same purpose
still they purchased different type of mobile. Because one purchase note series phone for its
screen size and another one purchase S series phone for style.

If a person is using a mobile of Samsung Company he is mostly aware about features of the
Samsung mobile he will force other consumer to buy a same brand of mobile.
  Ethical and Social concern would we address if we were the
Marketing Manager of Smartphone

Ethical Concern

As a marketing manager of smart phone we will addressed social concern like we focus on
Security, Government Rules and Regulation, Ethical Advertising Etc.

 Government Rules and Regulation:

We must follow rules, regulation and standard establish by government and
professional organization.
 Security:
We provide high security to the consumer because any inappropriate activity,
hacking. Many hackers are tracking location and collect a personal data. So some time
lack of high security customer gets in to trouble.
 Advertisement:
We set clear distinction between advertising and sensationalism. We not follow
advertisement like unverified claims, false brand comparison, children in
advertisement. Endorsement should be clear and transparent.
 Maintain Privacy:
The privacy of the consumer should never be compromised we always all-time
maintain privacy with the consumer.

Social Concern

As a marketing manager of smart phone we will addressed social concern like false and
misleading advertisement, privacy policy, health related problem.

 False and misleading advertisement:

Advertisement that issue false and downright disingenuous advertisement whiles in
itself this is an important social concern. If we are a marketing manager we will make
sure that we will advertise as our product has the same feature.
 Privacy policy:
 We will give privacy policy to consumer to direct company to consumer not from
third parties and also we will provide security of smart phone. We will not give
consumer private information to another person.
 Health problem:
We will develop health application to give knowledge about consumer health apple
give health application to their consumer but we will provide apps to consumer to
give health related information such as blood temperature etc. And apps will also
show that you should no longer use the phone in a day.
  Examine the role of technology, e-commerce and internet
marketing in the marketing of the product or services.

Role of technology

After only about a decade, smartphone technology is so successful that businesses and
employees have trouble imagining a day without them. Besides making phone calls, nearly all
smartphones today can natively provide directions through GPS, take pictures, play music
and keep track of appointments and contacts. Through the installation of apps, the list of
possible smartphone uses multiplies by tens of thousands and grows longer every day. Your
business can make good use of this rapidly evolving technology.

 Differing Communication Options

Old school cell phones can call and text. While this can get your message across,
smartphones allow you multiple ways of communicating with your staff, customers and
suppliers. Not only can they call, text and IM, these communication tools give you access to
email, immediate photo sharing, video calling and video conferencing.

 Exploring the Web

How many times each day do you consult the internet for news or other information essential
to your business? At first, web browsing happened at a desk in an office, where a wire could
reach a PC. Wireless access and laptops moved the web to pretty much anywhere in the house
or office, but smartphone technology, including broadband wireless, has sent the web onto
the subway, into cars and to the park wherever there is cellular coverage.

 From Several Devices to One

Once, you might have needed an entire bag to carry around all the devices needed for daily
business activities. You would need your pager, cell phone and your PDA. You might also
need an MP3 player, an e-book reader, a camera and a GPS device. Through miniaturized
hardware that packs a processor, speakers, a camera, a GPS receiver, a Wi-Fi adapter and a
high definition touch-sensitive screen into a cell-phone-sized device, a smartphone puts all of
this functionality into your pocket.
  Availability of Many Applications

The late twentieth-century saw an explosion of computer applications. The early twenty-first
century brings hundreds of thousands of smartphone apps. The sensors built into the
smartphone as well as its portability and programmability have made it a device with almost
limitless applications. Beyond the tons of games (your workers do need a break now and
then), there are numerous productivity apps available to save a good idea when inspiration
strikes, organize meeting notes, and hosts of other possibilities.

Ecommerce

The Internet has changed the way that we consume. Today, more than ever, buyers have the
power to purchase items from virtually any retailer in the world. That’s why the ecommerce
industry has been booming. Advancements in technology are also changing how consumers
behave and how they purchase products and services. Look around you. It seems like
everyone has a smartphone glued to their hands at all times. So it’s no surprise that more than
half of all Internet traffic comes from mobile devices. But mobile users are doing much more
than just using these devices to browse online. They are also using phones and tablets to buy.

In fact, 62% of people who own a smartphone have made a purchase using their device in the
past six months. Simply put, people are using mobile devices to buy. From a business
perspective, you need to recognize the latest mobile trends and adapt accordingly.

There are two main ways for consumers to make purchases from mobile devices. They can
buy from mobile websites or directly from mobile applications. Some of you may already
have a mobile friendly website. But that’s just not enough. You need to develop a mobile app
to maximize your revenue opportunity.

Mobile Commerce Usage and Revenue

Mobile commerce is on the rise. It’s been growing and will continue to grow at a rapid rate in
the coming years. Take a look at this graph to see what I’m talking about.
  Internet marketing

Introduction

Today is where I do just that. We all have heard that mobile marketing has changed the way
we do business and how we must plan for business when it comes to online marketing. We
will drill down briefly and see what is actually happening now in the mobile world and how it
impacts our programs from top to bottom.

Using Mobile Advertising

 Mobile advertising is growing rapidly every year, and new technology is constantly
introduced…

 Users on mobile devices are often not interested in filling out long forms or buying
something expensive…

 Device limitations may render a campaign that works well on computers ineffective
on mobile devices…

 There are a large variety of mobile advertising platforms, each with their own
strengths and weaknesses…
  Don’t treat mobile advertising as a simple extension of your existing campaigns…

 Track as many variables as you can and optimize continuously…

Mobile Marketing Impact on Your Business

If you run a business today, and online marketing IS a business, it is extremely important to
consider how mobile users are accessing your website.

I would venture to guess that a majority of marketers have no idea on the status of how they
present themselves on a mobile device.

Let me ask you a question: Have you actually checked to see if your current website is mobile
responsive? If you haven’t, it is something you should look into today.

If you look and see that your page looks terrible, your graphics are not appearing correctly,
and videos are not fitting the screen size of the mobile device, you need to take action to fix
this ASAP.

These days creating a mobile version of your site is not that difficult. These days many newer
Word Press themes come already ready for mobile and are responsive themes. Consider
upgrading to one of these themes.
 Annexure
Depth Interview:

 Do you buy Smartphone because of your need or want?

 Do you have an expensive Smartphone? If yes why you decide to purchase an
expensive Smartphone?
 Which brand Smart phone do you use? Why?
 Why did you change your previous phone?
 Do your social characteristics (such as groups, family and roles and status)
influence you while purchasing your Smartphone? Which and how?
 Do your personal characteristics (such as age and lifecycle stage, occupation,
economic circumstance, lifestyle and personality and self-concept) affect your
decision during purchase of Smartphone? Which and how?

Questioner:

1. Your Name?

2. Your Gender?
o Male
o Female

3. Your Age?
o Under 18
o 18 – 24
o 25 – 34
o 35 – 44
o 45 – 54
o 55 – 64
o Above 64

4. Your Occupation?
o Student
o Business
 o Professional
o Salaried
o House Wife
o Retired and Not working

5. Your Annual Income?

o Less than Rs. 2 Lakh
o Rs. 2 Lakh to Rs. 4 Lakh
o Rs. 4 Lakh to Rs. 6 Lakh
o Rs. 6 Lakh and Above

6. Which brand of Smartphone do you use?

o Apple
o Samsung
o One Plus
o Mi
o Realme
o Oppo
o Vivo
o Nokia

7. How much are you willing to spend on a Smartphone?

o Below 5,000 Rs.
o 5,001 - 10,000
o 10,001 - 15,000
o 15,001 - 20,000
o Above 20,000

8. Are you satisfy with your current Smartphone?

1 2 3 4 5
Low Satisfaction High Satisfaction

9. What reason makes you purchase a Smartphone?

 o Professional Work
o For new features
o Online Study
o Multi-Tasking
o Only for Calling
o Gaming
o Other

10. Where did you look for the information before purchasing a smartphone?
o In Store promo display
o Internet, Websites
o Television Ads.
o Newspaper Ads.
o Word of mouth
o Retailer Review
o Other

11. Which brand advertising do you feel is most effective for Smartphone?
o Apple
o Samsung
o One Plus
o Mi
o Realme
o Oppo
o Vivo
o Nokia

12. Which type of advertising do you feel is most effective for Smartphone?
o Television
o Newspaper
o Magazine
o Online Websites
o Bus and Train
o Hoardings
 o Other

13. If you have chance to change your smartphone, so which reason to change?
o Lack of function
o Out of fashion
o Obsolete Model
o Don't like current brand
o Other

14. How many hours per day do you use Smartphone?

o 1 hour or less
o 2 hours
o 3 hours
o 4 hours and more

15. Brand name plays a vital role while purchasing Smartphone?

1 2 3 4 5

Disagree Agree

16. You Prefer Smartphone which are easy to carry and can be easily fit to your
pocket?

1 2 3 4 5

Disagree Agree

17. Accessories and other free benifits effect your purchasing desicion ?

1 2 3 4 5
Disagree Agree
18. Smartphone fulfils your need?

1 2 3 4 5

Disagree Agree

19. If you have chance to change your smartphone, so you can continue with
present Brand?
o Yes
o No
20. According to you give a responce about Price of the different Brands?

Very Low Low Medium High Very High

Apple o o o o o
Samsung o o o o o
One Plus o o o o o
Mi o o o o o
Realme o o o o o
Oppo o o o o o
Vivo o o o o o
Nokia o o o o o

21. According to you give responce about Quality of different Brands ?

Very Poor Poor Medium Good Extremely

Good
Apple o o o o o
Samsung o o o o o
One Plus o o o o o
Mi o o o o o
Realme o o o o o
Oppo o o o o o
Vivo o o o o o
Nokia o o o o o
22. According to you give a response about Design of different Brands?

Very Poor Poor Medium Good Extremely

Good
Apple o o o o o
Samsung o o o o o
One Plus o o o o o
Mi o o o o o
Realme o o o o o
Oppo o o o o o
Vivo o o o o o
Nokia o o o o o

23. According to you give a response about Features of different Brands?

Very Poor Poor Medium Good Extremely

Good
Apple o o o o o
Samsung o o o o o
One Plus o o o o o
Mi o o o o o
Realme o o o o o
Oppo o o o o o
Vivo o o o o o
Nokia o o o o o
24. According to you give a response about User-Friendliness of different Brands?

Very Poor Poor Medium Good Extremely

Good
Apple o o o o o
Samsung o o o o o
One Plus o o o o o
Mi o o o o o
Realme o o o o o
Oppo o o o o o
Vivo o o o o o
Nokia o o o o o

25. According to you give a response about Satisfaction Level of different Brands?

Very Low Low Medium High Very High

Apple o o o o o
Samsung o o o o o
One Plus o o o o o
Mi o o o o o
Realme o o o o o
Oppo o o o o o
Vivo o o o o o
Nokia o o o o o
26. According to you give a response about After Sales Service of different Brands?

Very Poor Poor Medium Good Extremely

Good
Apple o o o o o
Samsung o o o o o
One Plus o o o o o
Mi o o o o o
Realme o o o o o
Oppo o o o o o
Vivo o o o o o
Nokia o o o o o