Research on Smartphones

Affecting Factors & Restraining Forces

Research on Smartphones

Submitted to:
Dr. Abdul Waheed
Assistant Professor at UCP - Business School
PhD, School of Business and Economics
Maastricht University, The Netherlands
MSc, Econometrics, Tilburg University, The Netherlands
MSc, Statistics, Punjab University, Pakistan

Submitted by
Arslan Nawaz (L1S14MBAM1101) (Group Leader)
Syed Muhammad Daud Zaidi (L1S14MBAM1070)
Khawaja Faizan Masood (L1S14MBAM1095)
Hunain Saddaqat (L1S14MBAM1099)
Ahmad Zubair (L1S14MBAM11084)
Waqas Tariq (L1S14MBAM0049)

Table of Contents
Chapter 1: Introduction of Research ................................................................... 4
1.1: Introduction of Research.............................................................................4
1.2: Background of Research..............................................................................4
1.3: Problem Area ..............................................................................................5
1.4: Problem Statement .....................................................................................6
1.5: Research Objectives ....................................................................................6
Chapter 2: Literature Review .............................................................................. 7
Chapter 3: Hypothesis of Study ........................................................................... 9
Chapter 4: Theoretical Framework .................................................................... 10
4.1: Variables of Hypothesis.............................................................................10
4.2: Conceptualization of Abstract Variables and Terms Used .........................11
4.2.1: Conceptualization of Dependent Variable Used .....................................11
4.2.2: Conceptualization of Independent Variable Used ...................................12
4.2.3: Conceptualization of Abstract Terms Used .............................................14
Chapter 5: Data Collection ................................................................................ 15
5.1: Target Population .....................................................................................15
5.2: Sample and Sampling ................................................................................15
5.3: Unit of Analysis .........................................................................................15
5.4: Data Collection..........................................................................................15
5.5: Research Instrument .................................................................................15
Chapter 6: Data Analysis ................................................................................... 20
6.1: Descriptive Analysis ..................................................................................20
6.1.1.1: Descriptive Results ..............................................................................20
6.1.1.2: Major Highlights of Descriptive Analysis .............................................30
6.2: Inferential Analysis........................................ Error! Bookmark not defined.

6.2.1.1: Result of monetary dependency with dependent variableError! Bookmark not de

2

6.2.1.2: Interpretation of Results ......................... Error! Bookmark not defined.

6.2.2.1: Result of Non-monetary dependency with dependent variableError! Bookmark no

6.2.2.2: Interpretation of Results .....................................................................31
6.2.3.1: Result of laggard factors with dependent variable ..............................31
Chapter 7: Conclusion ....................................................................................... 32
Bibliography ..................................................................................................... 33

Chapter 1: Introduction of Research

1.1: Introduction of Research
This research will explore factors which influence buyers while purchasing
smartphones. Is price factor has a negative relationship and non-price factor has
positive relationship with purchase of smartphone. This research also intend to
explore some factors which restrain people to use or buy smartphones.

1.2: Background of Research

In today world, technologies have no territorial limits. Every new technology is
shaping a modern world and Pakistan is not isolated from these technological
advancements. Advancement in mobile phone is smart phone.
By logic, each and every mobile phone cannot be labeled as smartphone. There
should be a criteria which set what gadget is smart or what is not. The word
smartphone is itself vague in its meaning.
There are number of definitions for defining term smartphone purposed by technical
experts, manufactures, and academia but their meaning varies from each other. Till
now there is no universal definition stands for the term smart phone.
So any mobile can be labeled as smartphone? No its not. There is a general concept
of the term smartphone which set basic criteria to label a mobile phone as
smartphone.
For example
A mobile phone that performs many of the functions of a computer, typically having a
touchscreen interface, Internet access, and an operating system capable of running
downloaded apps. (Oxford University Press)
Number of vendors or technological analyst suggested these requirements for
designation of mobile phone as a smartphone such as: Smartphone operating
system, Internet connectivity, inbuilt memory, Wireless synchronization, Ability to
download applications and run them independently, Touchscreen / QWERTY
keyboard, Wi-Fi, Digital camera and GPS (global positioning system).
By looking in past, Martin Cooper of Motorola is commonly considered to be the
inventor of the first mobile phone, which he publically demonstrated on April 3,
1973. (Klooster, July 14, 2009)
The introduction of mobile phone gradually replaced telephony communication.
With passage of time technological advancements in personal computer and mobile

phone sector developed separately. In era of 1971 combined technology of

computer and mobile was conceptualized by Theodore G. Paraskevakos. He was the
first to introduce the concepts of intelligence, data processing and visual display
screens into telephones which gave rise to the "Smartphone." Number of years spent
upon this concept to become it reality.
The first smartphone was actually designed by IBM and sold by BellSouth (formerly
part of the AT&T Corporation) in early 1990. It included a touchscreen interface for
accessing its calendar, address book, calculator, and other functions. (Curley, 2012)
Over the years technology became more advanced and less expensive which helped
manufacturers to build more featured and less expensive smartphones, process
which is still ongoing.
At the end of 2010 in developed countries smartphone replaced mobile phones.
Replacement of smartphone with ordinary mobile phone also continues to occur in
underdeveloped countries like Pakistan but in slow pace due to number of factors.
At the end of 3rd quarter of 2014, worldwide sale of smartphone was 301 million
units, increase of 20.3% from previous year 3rd quarter. Different estimates indicate
that if same speed continues than by 2018 every 9 out of 10 mobile phone will be
smartphone worldwide. Currently Samsung has largest market share in smartphones
worldwide by 24.4% followed by apple and Huawei respectively by 12.7% and 5.3%
(Gartner , 2014). Whereas worldwide users of smartphones reached at 1.75 billion.
(eMarketer, 2014).

1.3: Problem Area

In July 2003 Government of Pakistan introduced deregulation policy for the
telecommunication sector to encourage foreign companies to invest in the
Pakistanis telecommunications market. By transition of time this policy proved to be
shipshape in telecommunication sector. By cellular mobile subscribers Pakistan stood
on fourth position in Asia where as eighth in world with 139.9 million subscribers and
this trend is still growing but in slow momentum. (Pakistan Telecommunication
Authority, 2014). These subscribers provide large spot for smartphones. Trend to
purchase smartphone is fostered by internet auction of 3G / 4G internet in 2014
which opened new doors of technology in the country.
In Pakistan there are 25 Million internet users out of which 15 Million use mobile
internet (EDGE/GPRS). GPRS / EDGE internet services is enabled in smartphones,
features phones or ordinary phones. (Internet Service Providers Association of
Pakistan, 2014). Whereas 3G / 4G service is only available in smartphones. Within 4
months after launch of 3G/4G, mobile internet subscribers of these services reached

at 4 million. Even the fact is that 4G is not fully commercialized due to lack of
supported devices.
There is no official exact report of usage of smartphones in the country. But
unofficial report states that it is around 3% to 8%. Which is lowest in emerging
economies. If we use 3G/4G subscribers as a proxy for estimating smartphone users
than just 20% mobile internet users are smartphone owners. Cellular mobile
subscription, internet and 3G/4G indicators of telecommunication sector have
significant potential to raise these users.
By age group 40% of total population of Pakistan falls under the age bracket of 10 to
29 years. (Pakistan Ministry of Finance, 2014) Which is globally considered as best
target market for technological devices. And normal specification smartphone with
3G/4G technology enabled is available in market within the affordable price range of
8000 to 15000 PKR. And now advanced mobile internet services are also available in
the country. Then why the usage of smartphones is low in the country regardless
most of people in cities have smartphones?

1.4: Problem Statement

Despite the fact before auction of 3G / 4G spectrum, 2G internet service is supported
by smartphones which are available in market at affordable prices. Then why
smartphone users not accelerated in that pace as it should to be? Why use of
smartphones as mobile device is low in the country. Is this is price or something else?
And if price is not a matter then what factors pushing the use of smartphone
restricted to certain market, is it non price factors such as features, social status etc.
Are personal factors such as unaffordability, low usage, risk aversion refrains people
to buy smartphones? Those people who buy smartphone or intend to buy, what
factors affect them most? Which smartphone manufacturer dominates smartphone
market of Pakistan?

1.5: Research Objectives

Based on problem area and statement research objectives are
To investigate is price factor has negative relationship with purchase of
smartphone.
To investigate is non-price factors has positive relationship with purchase of
smartphone.
To investigate why people do not buy smartphone.

Chapter 2: Literature Review

Price is always considered as critical factor during purchase or sale of any product.
Not only for consumer but also for supplier perspective. Price is an amount of
payment in return of tangible or intangible thing, given to one party by other. It is
price which set how much consumer is ready to pay in exchange of something. By
consumer side economics have a law known as law of demand which states that if
price of a product raise consumers buy less of that good. Although implication of law
varies by assumptions made under the law. (Mankiw, 2007)
Smartphone of one company is substitute of other company smartphone. Law of
demand also states that it is not only price which can affect demand even non price
factor can change demand too. And sometime price of product fall but demand of
that product does not rise because non price factors became so much influential
then price factor. Especially in case of technology, when new technology introduced
and it successfully change taste and perception of people then comparative old
technology demand became low due to change in taste. (William Boyes and Michael
Melvin, 2014).
Compatibility is one of the most important factor in technology products.
Compatibility does not mean just ease of use but also technical compatibility with
devices of that time. If product will be highly, user plus technical compatible then it
can make place in market otherwise it will fail. (Jakki J. Mohr, 2009)
The theory Diffusion of innovations explain phenomena by which individual in
particular social system decide to adopt new technology. The theory illustrates five
step through which individual adopt innovation. Knowledge, Persuasion, Decision,
Implementation and Confirmation in order.
First in knowledge stage individual get incomplete information about innovation can
be replaced by word news, then in Persuasion stage he get interested and try to
collect information. In Decision stage individual compare disadvantages with
advantage. In this stage lot of factors like income etc starts to influence him. In
implementation stage consumer regain information and at last if he found innovation
suitable for him then he accept otherwise reject.
Based upon this theory, consumers adopting particular innovation can be ranked in
adopter category. Adopter category is classified into five classes. Innovators, Early
adopters, Early Majority, Late Majority and Laggards.

These individuals are divided into these classes on the base of innovatiness, social
status, finnancial resources, time to adopt innovation and social forwardness.
(Rogers, 1995)
So income, education and occuption affect on adoption of innovation.
Group of individuals share some common things like language etc if new member
want to merge and to easily communicate with group individuals then he have to
follow same common things. The common thing in one group can be uncommon in
other group. By following group commons he get his idenity in group and sometime
fame and power too this cocept is exibted by theory known as Social identity
theory. (Tajfel, 1982)
So we can say if person want to get place in friends and one of the common thing is
smartphone then he most probbly buy it.
Both technical and physical feature have equal importance. Where technical feature
enable device to run task efficiently, physical features enable usefulness of device.
Physical feature include size, weight, shape etc. (Alter, 2006) But preference varies
by individual to individual.

Chapter 3: Hypothesis of Study

Based upon problem area, problem statement, and past studies these hypotheses are
generated.

Hypothesis Number 1
HA1= Non-monetary dependency has positive relationship with likely to purchase
smartphone.
HO1= Non-monetary dependency has no relationship with likely to purchase
smartphone.

Hypothesis Number 2
HA2= Monetary dependency has negative relationship with likely to purchase
smartphone.
HO2= Monetary dependency has no relationship with likely to purchase smartphone.

Hypothesis Number 3
HA3= Current ownership of alpha manufactured smartphones are greater or lesser than
current ownership of beta manufactured smartphones.
HO3= Current ownership of beta manufactured smartphones are same as current
ownership of beta manufactured smartphones.

Hypothesis Number 4
HA4:= At least one laggard factor motivate people to not to buy smartphone.
H04:= Laggard factor not put any effect on motivation of people to not to buy
smartphone.

Chapter 4: Theoretical Framework

4.1: Variables of Hypothesis
All proposed hypothesis have variables expect hypothesis number 3.
Variables of Hypothesis Number 1

Non-monetary dependency

Independent variable

Likely to purchase
smartphone

Dependent variable

Variables of Hypothesis Number 2

Monetary dependency

Likely to purchase
smartphone

Independent variables

Dependent variable

Variables of Hypothesis Number 4

Laggard Factors

Independent variable

Buy of smartphone

Dependent variable

10

4.2: Conceptualization of Abstract Variables and Terms Used

4.2.1: Conceptualization of Dependent Variable Used

Dependent Variable used in Hypothesis Number 1, 2, 4

Variable Name with SPSS Code
Likely to purchase smartphone

SPSS Code
LTPS

Meaning in our research

Recent purchase of smartphone.
Current owner of smartphone.
Near future purchase of smartphone.

11

4.2.2: Conceptualization of Independent Variable Used

Independent Variable used in Hypothesis Number 1, 2

NMD: Non-monetary dependency

Variable Name with SPSS Code

Second subcategory
(if any)

Third subcategory
(if any)

Meaning in our research

PF: Physical Features

PF1: Set weight (In term of

thickness)
PF2: Color
PF3: Set design
PF4: Display size

TF: Technical Features

TF1: Operating system (Such as

android etc)
TF2: Screen size
TF3: Camera pixels
TF4: Advanced generation
internet connectivity (3G, 4G)
TF5: Memory size (internal and
ram), not to be hang
TF6: Processor speed, work
faster
TF7: Battery timings.
TF8: Touch screen interference.

F: Features

12

 Praise in social circle

Can be, ability to show off.

NMD: Non-monetary dependency

S: Social status
AM: Availability in
market

Access to handset in market for

purchase

IOA: Influence of
Advertisement

Buying or intend to buy due to

ads in media

C: Compatibility

Features fits with needs.

Ease to use smartphone.
UOPBF: Basic functioning

Like sms, call, setting alarms

viewing calendar.

UOPAF: Additional function

Like internet, apps

downloading, game playing,
video calling with basic
functions.

UOP: Usage of phone

CI: Company / brand

image

Perception of company in
market or in peoples.
Company product worth in
market.

13

Independent Variable used in Hypothesis Number 4

Variable Name with SPSS Code

SPSS Code

Laggard Factors

LOI

Meaning in our research

Price
Not highly use
High risk
Cant operate

4.2.3: Conceptualization of Abstract Terms Used

Term used in Hypothesis Number 3

Alpha Group Manufactures

Beta Group Manufactures

Apple

Q Mobile

Samsung

G Five

Nokia
Huawei

14

Chapter 5: Data Collection

5.1: Target Population
Our research target population consists of, two types of individuals.
1. Those have smartphone / intend to buy it or purchased in near past.
2. Those have do not have smartphone nor intend to buy it.
Regardless what their age, income level, and gender is. By geographically,
individuals having traits which is specified in above mention sets limited on to
Lahore, Pakistan.

5.2: Sample and Sampling

We are using convenience sampling technique for our research due to lack of
resources and interglot. As we using convenience sampling technique so, no
sampling design is needed.
Samples are collected only from Lahore, Punjab, Pakistan. Based on criteria which is
stated in heading 5.1: Target Population. 157 questionnaires are filled.

5.3: Unit of Analysis

Unit of analysis of this research is individual.

5.4: Data Collection

Secondary data is collected through books, online sources whereas primary data is
collected through survey. Questionnaire is used as medium of collecting information
in survey. Data through questionnaire gathered by two means. First hard form of
questionnaire which is presented to individuals by team member, and second is by
Online Questionnaire which is circulated in internet to collect information from
individuals.

5.5: Research Instrument

Questionnaire is our research instrument. Questionnaire consists on three
segments.
1. Participant Profile
2. Section 1

15

3. Section 2
Participant profile collects data about gender, age, income, and education of
participant.
Section 1 is for those who dont intend to buy or not have smartphone. This section
drafted to get know, why people dont buy smartphone or which factors restrain
them to do so. Likert scale from 1 to 5 is used for feeling of participants against
factors which restrains them to use smartphone.
Section 2 is for those who have smartphone / intend to buy / bought in past. This
section gives us information why people buy smartphone or which factors put
influence in buying process. Likert scale from 1 to 5 is used for level of importance
given by participant against factors which influence them.
View the questionnaire in next pages.

16

17

18

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Chapter 6: Data Analysis

6.1: Descriptive Analysis
As we divided our instrument in three parts, so we are also using same method to
preset our research, descriptive results.

6.1.1: Descriptive Results

Data Collected By Method

Categories

Frequency

Paper

73

46.50

Online

84

53.50

157

100

Total
Participant Profile

Question: Your Gender

Categories

Frequency

Valid %

Cumulative %

Female

48

30.6

30.6

30.6

Male

108

68.8

68.8

99.4

Left Blank

.6

.6

100.0

Total

157

100

100

20

Question: Your Age

Categories

Frequency

Valid %

Cumulative %

13 17.99

4.5

4.5

4.5

18 24.99

94

59.9

59.9

64.3

25 29.99

43

27.4

27.4

91.7

30 59.99

12

7.6

7.6

99.4

60 plus

Left Blank

.6

.6

100.0

Total

157

100

100

Question: Your Education Level

Categories

Frequency

Valid %

Cumulative %

Bachelor

45

28.7

28.7

28.7

Doctor

2.5

2.5

31.2

Inter

16

10.2

10.2

41.4

Master

88

56.1

56.1

97.5

Matric

1.9

1.9

99.4

Left Blank

.6

.6

100.0

157

100.0

100.0

Total

21

Question: Your Income Level

Categories

Frequency

Valid %

Cumulative %

Unemployed

1.9

1.9

100.0

Student

90

57.3

57.3

98.1

Below 15000 per month

1.9

1.9

40.1

15001 to 24999 per month

15

9.6

9.6

10.2

25000 to 49999 per month

18

11.5

11.5

21.7

Above 50000 per month

26

16.6

16.6

38.2

Left Blank

.6

.6

40.8

157

100.0

100.0

Total

Question: Are you currently using smartphone / recently bought / intention to

buy smartphone.
Categories

Frequency

Valid %

Cumulative %

Yes

140

89.2

89.2

100.0

No

17

10.8

10.8

10.8

Left Blank

157

100.0

100.0

Total

22

Section 11
Please rate factors according to your feeling which enforce you, to not to use
smartphone.
Question: High prices of smartphone
Categories

Frequency

Strongly disagree (1)

Disagree (2)

11.8

11.8

41.2

Neither agree nor disagree (3)

17.6

17.6

58.8

Agree (4)

29.4

29.4

29.4

Strongly agree (5)

35.3

35.3

100.0

Left Blank

5.9

5.9

64.7

17

100.0

100.0

Total

Valid % Cumulative %

Question: Not easy to use

Categories

Frequency

Valid % Cumulative %

Strongly disagree (1)

5.9

5.9

100.0

Disagree (2)

35.3

35.3

47.1

Neither agree nor disagree (3)

23.5

23.5

70.6

Agree (4)

11.8

11.8

11.8

Strongly agree (5)

23.5

94.1

23.5

Left Blank

Total 157 participants filled the form out of which, 17 replied in No. Results stated are just about those who replied
in No.

23

Total

17

100

100

Question: High risk of damage

Categories

Frequency

Strongly disagree (1)

5.9

5.9

100.0

Disagree (2)

Neither agree nor disagree (3)

17.6

17.6

70.6

Agree (4)

52.9

52.9

52.9

Strongly agree (5)

23.5

23.5

94.1

Left Blank

17

100

100

Total

Valid % Cumulative %

Question: Low Usage

Categories

Frequency

Strongly disagree (1)

5.9

5.9

100.0

Disagree (2)

17.6

17.6

41.2

Neither agree nor disagree (3)

11.8

11.8

52.9

Agree (4)

23.5

23.5

23.5

Strongly agree (5)

35.3

35.3

94.1

Left Blank

5.9

5.9

58.8

17

100

100

Total

Valid % Cumulative %

24

Section 22
Q1: Tick Company if you are currently owner of smartphone otherwise leave left,
who is your smartphone manufacturer company?

Categories

Frequency

Valid %

Cumulative
%

Apple

31

22.1

22.1

22.1

Samsung

60

42.9

42.9

100.0

Nokia

13

9.3

9.3

44.3

Q Mobile

16

11.4

11.4

57.1

Google

.7

.7

23.6

BB

.7

.7

22.9

HTC

2.1

2.1

25.7

G Five

Huawei

4.3

4.3

30.0

LG

.7

.7

34.3

Motorola

.7

.7

35.0

Lenovo

.7

.7

33.6

Not currently owner

2.9

2.9

32.9

Left Blank

1.4

1.4

45.7

140

100

100

Total

Total 157 participants filled the form out of which 140 replied in Yes. Results are just about those who replied in
Yes.

25

Q2: During purchase of smartphone / intention to buy smartphone, how much

importance you give to following factors? Please rate these factors according to
your level of importance.
Question: Price of Smartphone
Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

5.0

5.0

49.3

Slightly Important (2)

11

7.9

7.9

62.1

Important (3)

36

25.7

25.7

44.3

Fairly Important (4)

26

18.6

18.6

18.6

Very Important (5)

53

37.9

37.9

100.0

Left Blank

5.0

5.0

54.3

140

100

100

Total

Question: Features of smartphone

Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

.7

.7

36.4

Slightly Important (2)

5.7

5.7

48.6

Important (3)

22

15.7

15.7

35.7

Fairly Important (4)

28

20.0

20.0

20.0

Very Important (5)

72

51.4

51.4

100.0

Left Blank

6.4

6.4

42.9

140

100

100

Total

26

Question: To impress and get praise in social circle

Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

25

17.9

17.9

52.1

Slightly Important (2)

24

17.1

17.1

77.9

Important (3)

19

13.6

13.6

34.3

Fairly Important (4)

29

20.7

20.7

20.7

Very Important (5)

31

22.1

22.1

100.0

Left Blank

12

8.6

8.6

60.7

140

100

100

Total

Question: Smartphone availability in market

Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

4.3

4.3

52.9

Slightly Important (2)

19

13.6

13.6

70.0

Important (3)

37

26.4

26.4

48.6

Fairly Important (4)

31

22.1

22.1

22.1

Very Important (5)

42

30.0

30.0

100.0

Left Blank

3.6

3.6

56.4

140

100

100

Total

27

Question: Influence of Smartphone Advertisement

Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

34

24.3

24.3

56.4

Slightly Important (2)

34

24.3

24.3

83.6

Important (3)

29

20.7

20.7

32.1

Fairly Important (4)

16

11.4

11.4

11.4

Very Important (5)

23

16.4

16.4

100.0

Left Blank

2.9

2.9

59.3

140

100

100

Total

Question: Feature which I need

Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

2.1

2.1

35.7

Slightly Important (2)

6.4

6.4

54.3

Important (3)

18

12.9

12.9

33.6

Fairly Important (4)

29

20.7

20.7

20.7

Very Important (5)

64

45.7

45.7

100.0

Left Blank

17

12.1

12.1

47.9

Total

140

100

100

28

Question: Ease to use

Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

1.4

1.4

40.0

Slightly Important (2)

16

11.4

11.4

66.4

Important (3)

31

22.1

22.1

38.6

Fairly Important (4)

23

16.4

16.4

16.4

Very Important (5)

47

33.6

33.6

100.0

Left Blank

21

15.0

15.0

55.0

140

100

100

Total

Question: Image of smartphone company

Categories

Frequency

Valid %

Cumulative %

Not all Important (1)

10

7.1

7.1

40.0

Slightly Important (2)

12

8.6

8.6

63.6

Important (3)

23

16.4

16.4

32.9

Fairly Important (4)

23

16.4

16.4

16.4

Very Important (5)

51

36.4

36.4

100.0

Left Blank

21

15.0

15.0

55.0

140

100

100

Total

29

6.1.2: Major Highlights of Descriptive Analysis

Data is collected through questionnaire. 157 questionnaires are filled out of which 73
are filled on paper whereas 84 filled through online. In online option question and
option shuffle order option was enabled to avoid biasness.
By gender out of 157 questionnaires 48 or 30.6% are filled by females whereas 108
or 68.8% are filled by males. Only 1 questionnaire left blank on this question. The
result shows that males participants are more than females participants.
By age groups 59.9% participants are in age bracket of 18 24.99 whereas second
being 25 29.99 with 27.4%.
By educational level 56.1% participants are master degree holders while second
highest number of percentage is 28.7% those who are Bachelor degree holders.
By Income level 57.3% participants are students.
In total 157 questionnaires 89.2% or 140 participants replied in Yes whereas 10.8%
or 17 replied in No.
Those who replied in no, we asked them to rate factors those enforce them to not to
use / buy smartphone. These factors are high prices of smartphone, high risk of
damage, not easy to use and low Usage.
35.3% or 6 participants rated, high price as factor in scale of 5 which is strongly agree
against level of feeling whereas 35.3% or 6 participants rated not easy to use factor
at the scale of 2 which is disagree. 52.9% rated high rate of damage on the scale of 4
which is agree where 23.5% rated it on 5 which strongly agree. Low Usage as
enforcing factors show highest percentage of 35.3% rated as 5.
By smartphone manufacturer company, Samsung dominate as largest manufacturer
company in our sample size by 42.9% users whereas second being Apple by 22.1%
users.
When we asked question during purchase of smartphone / intention to buy
smartphone, how much importance you give to factors? Then 37.9% rated 5, 18.6%
rated 4, 25.7% rated 3 to factor price.
51.4% consider feature of phone is very important factor and rated 5. To get praise in
social circle 22.1% rated it 5, 20.7% rated it on 4. Availability in market is rated on 5
by 30.0%. 24.3% rated 1, 24.3% rated 2 and 20.7% rated 3 to question, when we
asked them did advertisements influence them to buy smartphone? 45.7%
considered features which they needed as very important factor while buying
smartphone. Ease to use smartphone is considered very important rated 5 by 33.6%.
Image of smartphone company is rated 5 by 33.6%, 4 by 16.4% and 3 by 16.4%.

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6.2.2.2: Interpretation of Results

SSPS included all values of sample which are 157. In, dependent variable 1 is encoded
for Yes whereas 0 for No. From 157, 140 have a link with these variables.
In binary regression model, Cox & Snell R Square in table model summary is
considered as R2 value in binary logistic analysis. R square value explains how much
model explain independent variable relationship variation against dependent
variable. In our model it is 47.1 % by Cox & Snell R Square.
Variable in the equation step 1 show that Bo is -2.833 whereas B NMD1 5.840, B NMD2 is
6.170, B NMD3 7.593, B NMD4 -12.076, B NMD5.1 4.116, B NMD5.2 1.454 and B NMD6 is 5.859.
Where p value of all these is greater than 0.05 which shows all included variables in
NMD are statistically insignificant.
Based on this analysis regression model is like this.
ZLTPS = Bo (+ B1 + B2+ B3 - B4 +B5.1 +B5.2 +B6) NMD
ZLTPS = -2.833 + 5.840 BNMD1+ 6.170 BNMD2 + 7.593 BNMD3 - 12.076 BNMD4 + 4.116 BNMD5.1
+ 1.454 BNMD5.2 + 5.859 BNMD6
Model say 1 unit increase in, feature results in 5.840 increases, social statues
increase in 6.170, availability in market result 7.593 increases, advertisements result
12.076 decreases in likely to purchase smartphone.
6.2.3.1: Result of laggard factors with dependent variable
Cannot be computed due to low numbers.

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Chapter 7: Conclusion
Statistically all independent variable in hypothesis have p value more than 0.05 so all
null hypothesis are accepted. Hypothesis no 3 which have no variable but a
descriptive kind of hypothesis is accepted by concluding that alpha manufacturer
smartphone found more than beta manufacturer smartphones in our sample size.
Hypothesis no 4 cant be approved or rejected based on inferential analysis but by
descriptive, factors are influential.
We do not generalize our research results. This research was just limited to Lahore.
Thus the research findings do not depict full image of factors influencing likely to
purchase smartphone or not to use / buy. The research results are just telling us
about our sample size which has certain type of demographic profile. So drawing
conclusion for whole population is invalid based upon these findings.

32

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