CONSUMER PREFERENCE WHILE BUYING MOBILE PHONES

PRESENTED BY

JYOTHI (141101)

NEELESH (141116)

SRINIJA (141118)

SATHVIK (141126)

VICTOR (141149)

INTRODUCTION Demand of Smartphone has continuously been

increasing since last couple of years, resulting in frequent shift of Global Smartphone OS market share.

Urban India More than 27 million Smartphone users in Urban India, which constitutes 9 percent of all mobile users in Urban India.

The age group of 18 – 24 tops the list with over one in ten owning a Smartphone device. Further, those below the age of 18 and above 40

Objectives

To understand the customer perception and preferences while purchasing a new smartphone.

To determine which all factors dominate while purchasing the smartphone

To understand the motivation behind purchase of a smartphone

To identify the positioning of various brands with respect to features

H0: The preference of individual buying smartphone is independent on the customer gender

H1: The preference of individual buying smartphone is significantly dependent on the customer gender

pvalue= 0.6198267

Conclusion:

since pvalue is greater than 0.05 we accept H0 at 0.05 level of significance and I conclude that the preference of individual is significantly independent on the customer gender

Chi-square test between gender and preference of individual buying smartphone  

Chi-square test between preference of buying smartphone and commercial practicesH0: the preference of buying smartphone is independent on the commercial

practices

H1: the preference of buying smartphone is significantly dependent on the commercial practices

Conclusion: since p value is less than 0.05 we reject H0 at 0.05 level of significance and conclude that preference of buying smartphone is significantly dependent on the commercial practices

p value 0.0147

  apple samsung others

peer group 26 8 32

advertisements 12 28 20

brand image 62 38 42

How price matters to you in buying Smartphone?

h0: The price at which customer willing to buy a smartphone is independent on the gender of customer

h1: The price at which customer willing to buy a smartphone is significantly dependent on the gender of customer

p value=0.978

Conclusion:

Since p value is greater than 0.05 we accept h0 at 0.05 level of significance and conclude that the price at which customer willing to buy a smartphone is significantly independent on the gender of customer

Chi-square test between age and preference of individual buying smartphones

HO: The preference of individual buying smartphones are independent on the customer age group

H1: The preference of individual buying smartphones are dependent on the customer age group

P value= 0.205

since p-value is greater than 0.05 we accept NULL HYPOTHESIS and conclude that the preference of individual buying smartphones are independent on the customer age group

Factors Influencing Buying of Mobile Brand

16

15

40

63

preference score

display camera apps quality

Chi-square test between profession and type of mobile phones used by them:

Ho: An individual decision in possessing a particular mobile phone is independent of his/her profession.

H1: An individual decision in possessing a particular mobile phone is dependent of his/her profession.

On performing Chi-square test we obtained the value of p = 0.90521

CONCLUSION: As the value of p is greater than alpha (5%) we accept the null hypothesis and reject the alternative hypothesis at level of significance 5%. We conclude that an individual decision in possessing a particular mobile phone is independent of his/her profession.

 Chi-square test between individual buying smartphone and on the price customer willing to spend

H0: the preference of individual buying smartphone is independent on the price customer willing to spend

H1: the preference of individual buying smartphone is significantly dependent on the price customer willing to spend

p value=0.0014

CONCLUSION: As the value of p is less than alpha (5%) we reject the null hypothesis and We conclude that an individual buying smartphone is significantly dependent on the price customer willing to spend.

64.9% are willing to spend 10000-30000

35.05% are willing to spend above 30000

5037

47

Sample

a)Appleb) Samsungc) Blackberry, Microsoft and others

Dependence of the Camera on the desired mobile’s brand

H0=The quality of the desired mobile's camera is not dependent on the brand they wish to possess

H1: The quality of the desired mobile's camera is significantly dependent on the brand the people wish to possess

P=0.015554211

Since P<0.05 (LoS), we reject the null hypothesis and conclude that, the quality of the desired mobile's camera is significantly dependent on the brand that the people wish to possess

29

5325

27

Camera

Neither Good nor Bad Very Bad Good Bad

Dependence of the quality of Apps on the desired mobile’s brand

H0: The quality of the desired mobile's apps is significantly independent on the brand they wish to possess

H1: The quality of the people for the desired mobile's apps is significantly dependent on the brand they wish to possess

P= 0.051676278

Since P>0.05 (LoS), we accept the null hypothesis and conclude that, the quality of the people for the desired mobile's apps is significantly independent on the brand they wish to possess

Dependence of the quality of Games on the desired mobile’s brand

H0: The quality of the desired mobile's games is not dependent on the brand they wish to possess

H1: The quality of the people for the desired mobile's games is significantly dependent on the brand they wish to possess

P= 0.147962401

Since, P>0.05 (LoS), we accept the null hypothesis and conclude that, the quality of the desired mobile's games is not dependent on the brand they wish to possess

Dependence of the quality of Touchscreen on the desired mobile’s

brand

H0: The quality of the desired mobile's touch is significantly independent on the brand the people wish to possess

H1: The quality of the desired mobile's touch is significantly dependent on the brand the people wish to possess

P= 0.018331192

Since P<0.05 (LoS), we reject the null hypothesis and conclude that, the quality of the desired mobile's touch is significantly dependent on the brand the people wish to possess

17

36

22

59

Touch Screen

Bad Good Neither Good nor Bad Very Bad

Dependence of the quality of the desired mobile on its brand

H0: The quality of the desired mobile is significantly independent on the brand the people wish to possess

H1: The quality of the desired mobile is significantly dependent on the brand the people wish to possess

P= 0.006646598

Since P<0.05 (LoS), we reject the null hypothesis and conclude that, the quality of the desired mobile is significantly dependent on the brand the people wish to possess

25

38

19

52

Quality

Bad Good Neither Good nor Bad Very Bad

CONCLUSION

We can conclude that the choice of mobile phones by people does not largely depend on gender or age and the like. However, they do depend on the commercial practices, price range of the mobile phones and the features that they have in store.