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A COMPREHENSIVE PROJECT REPORT PART II
ON
“Analysis of utility vs. lifestyle
consumption with special reference to smart-phone at Rajkot city”
PREPARED BY:-Bhut Gaurav (137730592002)Kargathra Anuj (137730592037)
UNDER THE GUIDANCE:-ASST. PROF. MOULIK VASANI
INTRODUCTION• The rapidly growing demand of Smartphone has created a buzz
around the world. Now-a days, 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
• . In the third quarter of 2012, the number of Smartphone use totaled 1.03 billion, a 47 % in-crease from third quarter 20111
Aim of the Study• The increasing trend in Smartphone among the people is
the main reason that has amplified the author’s interest to research on the topic. People’s obsession about the Smartphone has been increasing rapidly
• The aim of this research is therefore to find out consumer behavior of Smartphone buyers. The research is trying to find out; why people buy Smartphone’, do they buy it because of their need or a desire?
• Nowadays cheaper smart phones are also available in the market. But why people buy expensive smart phones? Price, quality, brand, country of origin, marketing, sales, word of mouth etc. could be several factors that a consumer may think before buying a Smartphone.
1. About Smart Phone Industry• The smartphone market is currently the fastest-
growing segment of the mobile handset market and it will continue to outpace the overall handset market for the foreseeable future.
• Without the likelihood of any meaningful platform consolidation, or the prospect of an industry-standard operating system in the near-term, the competitive forces that have formed today’s choices are likely to remain, yet will manifest themselves differently among the world’s regions
Definition of the Smartphone• A smartphone (or smart phone) is a mobile
phone with an operating system. Smartphones typically include the features of a phone with those of another popular consumer device, such as a personal digital assistant, a digital camera, a media player, and/or a GPS navigation unit. Later smartphones include all of those plus the features of a touchscreen computer, including web browsing, Wi-Fi, 3rd-party apps, motion sensor, mobile payment and 3G.
1.1 MARKET GROWTH OF THE SMART PHONE History • Since 1996, when Nokia launched its groundbreaking
product, the Nokia 9000, which was the first smartphone, the smartphone market has been grown rapidly.
• Next, Nokia released the Communicator 9210, which was equipped with the first color screen and open operating system. The 9500 model was the first camera phone by Nokia and was a genuine mobile Internet phone with access to the Internet via WI-FI. Since then, Nokia has led the global mobile phone market by combining its competitive cell phone and Symbian, which is an operating system developed by Nokia.
Cont….• The impetus for the expansion of the smartphone
market was the release of Apple’s innovative iPhone in July. 2008. Apple led an innovative transformation of smartphones with cutting-edge technologies of multitasking, high-resolution screens, wide screens, and customized web browsing, based on its own software technology.
• The transformation represented enormous progress for mobile Internet devices. Later, Google introduced its Android operating system to companies such as HTC, Motorola, and Samsung Electronics.
3. INTRODUCTION OF THE STUDYMeaning of Utility • An economic term referring to the total satisfaction
received from consuming a good or service. • Utility, or usefulness, is the (perceived) ability of
something to satisfy needs or wants Utility is an important concept in economics and game theory, because it represents satisfaction experienced by the consumer of a good
• It was recognized that one cannot directly measure benefit, satisfaction or happiness from a good or service, so instead economists have devised ways of representing and measuring utility in terms of economic choices that can be counted.
Meaning of Life-style • A way of life or style of living that reflects the
attitudes and values of a person or group.• A lifestyle typically reflects an individual's
attitudes, values or world view. Therefore, a lifestyle is a means of forging a sense of self and to create cultural symbols that resonate with personal identity. Not all aspects of a lifestyle are voluntary. Surrounding social and technical systems can constrain the lifestyle choices available to the individual and the symbols she/he is able to project to others and the self.
3.Literature Review• Hirschman and Holbrook’s (1982)
Research works on the lifestyle attribute were initialed of consumption by Hirschman and Holbrook’s (1982) research efforts
They brought forward the notion that the consumers derive pleasure from the experience of shopping in and by themselves, irrespective of the benefits obtained out of buying the goods ultimately purchased
3.Literature Review• Berkowitz, Kerin, Hartley & Rudelius, (1997)
Lifestyle is one of the psychographic variables which affect the consumer’s behavior and is simply related with how an individual lives on. In a broad meaning, it is a way of life indicating how people spent their time and energy, what kind of things they give important to and what are their views about people and the world around them.
3.Literature Review• Deniz & Yuce, 2011
A human being a function of his individual characteristics which already exist in human nature, life curve and is formed with social activity.it helps to describe what and why people do what they do, and what does it mean for themselves and the others.
Use of Smartphone • “Smartphone are now being used like a digital
‘Swiss Army Knife’, replacing posses-sions like watches, cameras, books and even laptops.”
Objectives of the Study
• To evaluate the relevance of cell phones as lifestyle products.
• To evaluate the perception and responses of consumers towards cell phones as being either Functionality devices or it’s a part of status.
• To understand the psychological value of consumers regarding cell phones.
5. Research Methodology1.Research Design
Research design is one of the most important aspects where the design must be appropriate in order to have the desired result. Research design includes various aspect and they are as follows
• Exploratory Design:-
Exploratory research is conducted when researcher does not know how and why certain phenomenon occurs. The prime goal for this research is to know unknown, this research is unstructured.
5. Research Methodology
2. Data Collection MethodThere are two types of data collection method:I. Primary dataII. Secondary data
We have chosen questionnaire survey method for collecting primary data.
5. Research Methodology
3. Sampling MethodThere are two types of Sampling methodI. Non - Probability Sampling Method. II. Probability Sampling Method
We have chosen Non - Probability Sampling Method in convenient sampling method for to get the knowledge about the perception level of customers.
5. Research Methodology• Population Our Targeted populations are cell phones users of Rajkot City.• Date Collection InstrumentWe have prepared structured questionnaire for the entire customers who are using cell phones.
• Sample SizeWe have selected 150 customer use in cellphone in Rajkot city.
Data Analysis and Interpretation• 1) Age (Years)
Age Response
20-25 90
26-30 28
31-35 11
36-40 21
Total 150 20-25
26-30
31-35
36-40
020406080
10090
2811
21
AGE
Response
Interpretation From the above Table & Chart, we can say that…… 90 Respondents are lying in between 20-25 age groups. Least Respondents are between 31-35 age groups
• 2) Gender
Gender No of Respondent
Female 56
Male 94
Total 150
37%
63%
Gender
Female Male
Interpretation From the above Table & Chart, we can say that…… 63% are male respondent and 37% are female respondent.
• 3) Education Qualification
Education No of Respondent
Graduate 50
Post graduate 62
Other 38
Total 150
0
50
100
50 6238
Education
No of Re-spondent
Interpretation From the above Table & Chart, we can say that…… 62 respondents are Post Graduate. 50 Respondent are graduate and 38 are in others category.
• 4) Occupation Occupation No of
Respondent
Business 18
Household 12
Professional 43
Student 70
Other 7
Total 150 Bu
sine
ss
House
hold
Prof
ession
al
Stud
ent
Other
0
40
80
18 12 4370
7
Occupation
No of Re-spondent
Interpretation From the above Table & Chart, we can say that…… 70 respondents are students. 43 of are professionals and only 12 respondents are Household.
• 5) Income (Per Annum)
Income No of Respondent
NIL 74
INR 1,00,000-2,50,000
21
INR 2,50,000-3,50,000
9
INR above 3,50,000 46
Total 150 0
20
40
60
8074
219
46
Income (Per Annum)
No of Re-spondent
Interpretation From the above Table & Chart, we can say that…… 46 respondents are belonging to more than 350000 income group. 09 respondents are in income group of 100000-200000. Only 9 respondents are in income group of 250000-350000.
• 6) How Many Cell Phones You Are Having?
No of Cell Phones
No of Respondents
One 115
Two 31
Three 4
Total 150
77%
21%3%
No of cellphones
One Two Three
Interpretation From the above Table & Chart, we can say that…… 77% respondents are having only one cell phone. 21% respondents having two cell phones and Only 2% of respondent having three cell phones.
• 7) When You Have Changed Your Cell Phone last?
Duration No of Respondents
Before less than 6 month
44
6 month to 1 year
43
More than 1yaer
63
Total 150
444363
Cell Phone Changed By the Before less
than 6 month
6 month to 1 year
More than 1yaer
Interpretation From the above Table & Chart, we can say that…… 42% of respondent Change their cell phone before more than 1 year. 29% respondent changes their cell phones before less than 6 month and 6 month to 1 year.
• 8) While Choosing Cell Phone What Do You Consider As Important?
Considered as Important No of Respondent
Brand name, Functionality, Pricing
28
Brand name 24 Functionality 11 look and feel 33 pricing 29 Look and feel, Application store, Pricing
25
Total 150
Considered As Im-portant for Respon-
dentBrand name, Functional-ity, Pricing
Brand name
Functional-ity
look and feel
pricing Look and feel, Ap-plication store, Pric-ing
Interpretation 7% of respondents agree that functionality is important while choosing the cell phones. 22% of respondent says that look and feel is important. 19% respondents agree on brand name, functionality and pricing is important criteria while choosing the cell phones.
• 10) Does Your Income Affect While Choosing Cell Phones?
Responses No of Respondents
No 38
Yes 112
Total 150 25%
75%
Income affecting the consumer behaviour
No Yes
Interpretation From the above Table & Chart, we can say that…… 75% respondents are agree that income affect the consumer buying behavior. 25% of respondents responding that their income doesn’t affect the buying behavior.
• 11) According To You, Which Utility Features You Are Expecting From Cell Phones?
Expecting Features
No of Respondents
Bluetooth 14
Web access 34
Documents reader 39
Operating system 63
Total 150
9% 23%
26%
42%
Expecting Features
Bluetooth Web access
Documents reader
Operating system
Interpretation From the above Table & Chart, we can say that…… 42% of respondent’s emphases on Android as one of the important features while choosing cell phones. 9% of respondent’s emphases on Bluetooth as one of the important features while choosing cell phones
• 12) According To You, While Choosing Cell Phone What Part of “Look And Feel” is Important to You? Expecting Features No of Respondents
Colour 39
Screen Size 63
Shape 21
Weight 27
Total 150 26%
42%14%
18%
Preferance Of Respondent
Colour Screen Size Shape Weight
Interpretation 42% respondents are emphases on screen size of the phone as more important while choosing cell phones. 14% respondents are emphases on shape of the phone as more important while choosing cell phones. 18% respondents are emphases on weight and 26% respondents are emphases on colour of the phone as more important while choosing cell phones
• 13) What You Prefer?
Preferences No of Respondents
Functionality 110
Look & Feel 40
Total 150
73%
27%
Preferance Of Respondent
Functional-ity Look & Feel
Interpretation From the above Table & Chart, we can say that…… While choosing cell phones 73% respondents are preferring look and feel as important. While choosing cell phones 27% respondents are preferring functionality as important.
• 14) If Functionality is Your Preference Would You Switch Over To Other Brand If They Provide Additional Functions?
Responses No of Respondents
Yes 85
No 25
Total 110
77%
23%
Respondent who are highly preferable for
Functionality Yes No
Interpretation From the above Table & Chart, we can say that…… 66% respondents are ready to switch over to another brand if they provide additional function. 34% of respondents are not ready to switch over to another brand if they provide additional function.
• 15) If Look & Feel (Life-style) is Your Preference Would You Switch Over To Other Brand If They Provide Higher Life-style ?
Responses No of Respondents
Yes 26No 14Total 40
65%
35%
Respondent who are highly preferable for
Look & Feel Yes No
From the above Table & Chart, we can say that…… 65% respondents are ready to switch over to another brand if they provide better look and feel. 35% respondents are not ready to switch over to another brand if they provide better look and feel.
ResultFrom our research we come to know that,
• Generally person who is male have mole preference for functionality rather look & feel and Females have more preference for look and feel.
• Generally Student, professional person more prefer
functionality rather look & feel.
• While choosing of cell phones, generally person prefer Brand name, Functionality and Pricing.
• Out of 150 sample size 112 respondents agree that their income is
affect while choosing cell phones.
• 75% Respondent having more preferences for functionality while 25% Respondent having more preferences for Look & feel.
Limitation• The first and foremost limitation of our study that is
research work and study is conducted only in Rajkot city.
• This study is limited to no. of samples i.e. 150 only which does not include whole population.
• Time constraint is one of the limitation of our study.
• This study is based on the prevailing Customer perception. But perception may change according to time, fashion, technology, development, etc.
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