Sri Sharada Institute Of Indian Management -Research

Approved by AICTE

Plot No. 7, Phase-II, Institutional Area, Behind the Grand Hotel, VasantKunj,
New Delhi 110070 Website: www.srisiim.org

Project Report on
Factors that affect consumer behavior to prefer a mobile
phone.

SUBJECT NAME:- Business Statistics

SUBJECT CODE:- DM-204

SUBMMITED TO:-SUBMMITED By:Prof. ShraddhaBhadauriaNeha Rani

Roll no : 20140110
Batch : (2014-2016)

Acknowledgement

I honestly feel very lucky to have this opportunity that I can do a project
and survey on Factors that affect consumer behavior for preffering a
mobile phone.
Now I would like to thanks our prof. ShraddhaBhadauria who has inspired
me to do this project. And also my friends who has helped a lot.
In this project I have used Primary data by using questionnaire which also
helped a lot in gathering information.

INTRODUCTION
This study seeks to analyze the Factors that influence consumer behavior for preferring a
mobile phone. The study aimed to be also useful to identify customer value, satisfaction, and
retention and also to the strategic and marketing planners who are concerned with the
philosophy and practice of new product development to introduce better, innovative and
customized products to the consumers.
Significance of the Study
Findings of the study might be useful and important among students and others academician
being inputs for doing similar nature of research in academic field in future.
It can also become good information for those companies who has been engaging in research of
branding process in order to indentify perception of the consumers for their branded product.
Objective of the study
This research is intended to describe and analyze the factors that influence consumer behavior
for preference on mobile phones purchase. The purpose of this report is to understand the
personal experience of mobiles and analysis on preference of customer. This will give a
conclusion on how do people perceived among different criteria in order to take the decision in
purchasing the mobile.

RESEARCH METHADOLOGY
Sampling Process
While conducting the project work, population that researcher are interested in. As a result,
researchers use gather data. The sampling is the process by which researchers select a
representative part the population that can be studied for regarding the entire population.
For the report the survey population refers to all the people using Smart phones and the sample
refers to those who were selected to take part in the research and the sample size was 50 people.
The sample technique employed in this research was a non probability sample method given
that questionnaire was distributed randomly, which gives a fair representation of the study
population. Among various non probability techniques, the researcher selected convenience
sampling technique.
Sources of Data
Primary data were obtained through questionnaires given to respondents.
Collection of primary Data:
Structured questionnaires were distributed to the people using E-mail and the respondents filled
up the form in the Google Drive. The sample from 50 people.
Questionnaire design
In order to design the questionnaire, conceptual framework of the study was used. Then
concepts were translated to questionnaire. Each of the questions in the questionnaire was
designed based on the research tool used in the conceptual framework which is based on the
consumer decision making process models .The design of the questionnaire encompass all the
concepts employed in this research such as brand information that are relevant and pertains to
the research study. The questionnaire is designed to be brief, simple, and clear, covering the
relevant aspects of the models used.
The questionnaire is given below:

"SMARTPHONES AND BRANDS"

This survey is being conducted for the comparative study about factors that influence customers
to
prefer
a
Smartphone
available
in
the
market.
Please
take
few
minutes to fill the questionnaire. Your response and data will be kept
confidential.
*Required

Do you use / own a Smartphone? *

o

Yes

No

Planning To buy

Gender *
o

Male

Female

Income *

What do you look into a Smartphone? *

Strongly
Agree
Look and Feel
Useability
Durability
Price Range
Does Brands Matters you the Most? *
o

Strongly Agree

Agree

Can't Say

Disagree

Strongly
Disagree

Agree

I Don't Care

Choose from the following Brands, which one you can afford and like to buy? *
You can select more then one option as well
o

Microsoft lumia

Samsung

Apple

LG

Sony

HTC

Karbon/Micromax

Xaiomi/Gieonee

Other:

What matters you the most in a Smartphone? *

You can select more then one option as well

o

Features

Price Range

Availability of Product

After Sale Service

Other:

Where do you go for Collecting Information about the Smartphone? *

You can select more then one option as well
o

Friends and Relative

Internet

Live Demo

Other:

Does anything else influence your buying behaviour?

CONCLUSION
This research study explores preference on mobile purchase among the respondents having
analyzed the empirical data obtained from the survey of 50 people. This investigation was based
on the conceptual framework established by the theory consumer buying decision making
process with related provided several clear conclusions. It is concluded that:

Mobile survey Responses

Do
you
use/o
wn a
smart
Timest phon Gen Inco
amp
e? der me

2/26/20
15
2:29:47
2/28/20
15
1:29:42
2/28/20
15
1:30:19
2/28/20
15
1:32:58

What do
you look
into a
Smartph
one?
[Look
and Feel]

Yes

male

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Yes

Not
earni
fema ng
le
yet Agree

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Not
2/28/20 Plann
earni
15
ing to fema ng
Strongly
1:38:11 buy le
yet Agree
2/28/20
15
1:52:56

Yes

Abov Strongly
male e
Agree

Where
do you
go for
Collectin
What
g
matters Informati
Rank the
you the on about
following
most in a the
Brands from Smartph Smartph
1 to 5
one?
one? *

What do
you look
into a
Smartph
one?
[Useabilit
y]

What do
you look
into a
Smartph
one?
[Durabilit
y]

Does
Bran
What do ds
you look Matte
into a
rs
Smartph you
one?
the
[Price
Most
Range] ?

Agree

Strongly
Agree

Strongly
Agree

Agre
e
Samsung

Features Internet

Can't
Say

Stron
gly
Agre
e
HTC

Friends
and
Features Relative

Agree

Stron
gly
Agre
e
Samsung

Friends
and
Features Relative

Price
Range

Agree

Strongly
Agree

Strongly
Agree

Strongly
Agree

Does
anythin
g else
influenc
e your
buying
behavio
ur?

Agree

Strongly
Agree

Agree

Stron
gly
Agre Microsoft
e
Lumia

Strongly
Agree

Strongly
Agree

Agree

Agre Microsoft
e
Lumia

Features Internet

Strongly
Agree

Stron
gly
Agre Microsoft
e
Lumia

Friends
and
Features Relative

Strongly
Agree

Strongly
Agree

Internet

2000
2/28/20 Plann
015
ing to fema 5000 Strongly
1:53:05 buy le
0
Agree

Agree

Agree

Can't
Say

Not
2/28/20 Plann
earni
15
ing to fema ng
Strongly
1:59:22 buy le
yet Agree

Strongly
Agree

Strongly
Agree

Strongly
Agree

Agre Microsoft
e
Lumia

Strongly
Agree

Stron
gly
Agre Microsoft
e
Lumia

Strongly
Agree

Stron
gly
Agre Microsoft
e
Lumia

Availabilit
Xaiomi/Gieo y of
nee
Product Internet

Features Internet

Price
Range

Friends
and
Relative

Price
Range

Friends
and
Relative

Agree

Stron
gly
Agre Xaiomi/Gieo Price
e
nee
Range

Internet

Agree

Stron
gly
Agre
e
HTC

Live
Features Demo

Live
Features Demo

Price
Range

Friends
and
Features Relative

Features Internet

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Yes

Not
earni
ng
Strongly
male yet Agree

Yes

2000
05000 Strongly
male 0
Agree

Yes

2000
05000 Strongly
male 0
Agree

Agree

Strongly
Agree

Agree

Stron
gly
Agre
e
HTC

Yes

Not
earni
ng
Strongly
male yet Agree

Agree

Strongly
Agree

Agree

Agre
e
Sony

No

5000
01000 Strongly
male 00
Agree

Agree

Can't
Say

Agre
Disagree e
Sony

Yes

Not
earni
ng
male yet Agree

Agree

Strongly
Agree

Strongly
Agree

Yes

Not
earni
ng
Strongly
male yet Agree

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Strongly
Agree

Strongly
Agree

Strongly
Agree

Stron
gly
Agre Microsoft
e
Lumia

Yes

Not
earni
ng
Strongly
male yet Agree

Agree

Agree

Can't
Say

Agre
e
Apple

Features Internet

3/2/201
5
3:35:05

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Strongly
Agree

Strongly
Agree

Strongly
Agree

Stron
gly
Agre
e
Samsung

Price
Range

Internet

3/2/201

Yes

fema Not

Agree

Strongly

Agree

Stron Apple

Features Internet

2/28/20
15
5:46:34
2/28/20
15
5:46:51
2/28/20
15
7:53:57
2/28/20
15
8:31:24
2/28/20
15
8:31:53
2/28/20
15
21:34:1
4
3/1/201
5
8:40:36
3/2/201
5
0:59:20
3/2/201
5
1:01:51
3/2/201
5
1:24:27
3/2/201
5
1:39:12

Strongly

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Strongly
Agree

Strongly Strongly
Disagree Agree

Internet

Friends
and
Features Relative

Agre Xaiomi/Gieo
e
nee
Features Internet

Stron
gly
Strongly Agre
Disagree e
Apple

earni
ng
yet Agree

Agree

gly
Agre
e

Strongly
Agree

Strongly
Agree

Strongly
Agree

Stron
gly
Agre
e
HTC

Availabilit Friends
y of
and
Product Relative

Yes

2000
05000
male 0
Agree

Agree

Strongly
Agree

Strongly
Agree

Agre
e
Apple

Features Internet

Yes

Not
earni
ng
Strongly
male yet Agree

Agree

Agree

Strongly
Agree

Apple

Yes

Not
earni
ng
male yet Agree

Strongly
Agree

Strongly
Agree

Strongly
Agree

Yes

Not
earni
ng
Strongly
male yet Agree

Yes

Not
earni
ng
Strongly
male yet Agree

Agree

Yes

Not
earni
fema ng
le
yet Agree

Yes

Not
earni
fema ng
le
yet Agree

Yes

2000
05000 Strongly
male 0
Agree

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Strongly
Agree

Not
3/7/201 Plann
earni
5
ing to fema ng
Strongly
1:50:42 buy le
yet Agree
Not
earni
fema ng
Strongly
le
yet Agree

5
4:32:31

le

3/2/201
5
4:32:43

Yes

Not
earni
fema ng
Strongly
le
yet Agree

3/2/201
5
4:33:02
3/2/201
5
4:33:20
3/2/201
5
4:33:38
3/2/201
5
22:40:5
3
3/2/201
5
23:36:5
0
3/4/201
5
3:42:33
3/4/201
5
3:42:54
3/7/201
5
1:49:14
3/7/201
5
1:49:43

3/7/201
5
1:51:14

Yes

3/7/201 Plann
5
ing to
1:51:20 buy male
3/7/201
5
1:51:33

Yes

Strongly
Agree

male Not Agree

earni
ng

Price
Range

Internet

Don't Microsoft
agree Lumia

Price
Range

Internet

Agree

Stron
gly
Agre
e
Sony

Friends
and
Features Relative

Can't
Say

Strongly
Agree

Stron
gly
Agre
e
LG

Agree

Strongly
Agree

Agree

Agre
e
Apple

Features Internet

Agree

Strongly
Agree

Agree

Agre
e
Apple

Features Internet

Strongly
Agree

Stron
gly
Agre Microsoft
e
Lumia

Features Internet

Strongly
Agree

Agree

Stron
gly
Agre
e
Samsung

After
Sale
Service

Friends
and
Relative

Strongly
Agree

Strongly
Agree

Strongly
Agree

Agre
e
Apple

Price
Range

Live
Demo

Strongly
Agree

Strongly
Agree

Strongly
Agree

Agre
e
LG

Features Internet

Agree

Can't
Disagree Say

Don't
agree HTC

Other:

Strongly
Agree

Agre Samsung
e

Agree

Agree

Agree

Agree

Agree

Strongly
Agree

Live
Demo

Live
Demo

Features Friends
and
Relative

yet
3/7/201
5
1:52:02
3/7/201
5
1:52:11
3/7/201
5
1:52:23
3/7/201
5
1:52:47
3/7/201
5
1:52:57
3/7/201
5
1:53:09
3/7/201
5
1:53:39

Yes

Not
earni
ng
Strongly
male yet Agree

Yes

5000
0fema 1000 Strongly
le
00
Agree

Agree

Strongly
Agree

Yes

Not
earni
fema ng
le
yet Agree

Strongly
Agree

Agree

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Strongly
Agree

Strongly
Agree

Strongly
Agree

Stron
gly
Agre
e
Sony

Yes

Not
earni
ng
Strongly
male yet Agree

Agree

Strongly
Agree

Strongly
Agree

Agre
e
Samsung

Yes

5000
01000 Strongly
male 00
Agree

Strongly
Agree

Agree

Strongly
Agree

Friends
Don't Karbon/Micr
and
agree omax
Features Relative

Agree

Can't
Disagree Say

5000
3/7/201 Plann
05
ing to fema 1000 Strongly
1:55:18 buy le
00
Agree
3/7/201
5
1:55:53
3/7/201
5
1:56:25

Yes

Not
earni
fema ng
Strongly
le
yet Agree

Yes

Not
earni
ng
Strongly
male yet Agree

Not
3/7/201 Plann
earni
5
ing to fema ng
Strongly
1:56:50 buy le
yet Agree
3/7/201
5
1:57:17
3/7/201
5
1:57:17
3/7/201
5
1:57:56

Strongly
Agree

Strongly
Agree

Strongly
Agree

Agree

Agree

Agree

Price
Range

Friends
and
Relative

Strongly
Agree

Don't Microsoft
agree Lumia

Agree

After
Agre Xaiomi/Gieo Sale
e
nee
Service

Internet

Strongly
Agree

Agre
e
Apple

Price
Range

Internet

Agree

Stron
gly
Agre Microsoft
e
Lumia

Price
Range

Internet

Features

Live
Features Demo

Don't
agree Other:

Friends
and
Features Relative

Strongly
Agree

Stron
gly
Agre
e
Sony

Price
Range

Features Internet

Live
Demo

Agree

Strongly
Agree

Agree

Stron
gly
Agre
e
Apple

Strongly
Agree

Strongly
Agree

Strongly
Agree

Agre
e
HTC

Friends
and
Features Relative

Price
Range

Internet

Live
Demo

Yes

2000
05000 Strongly
male 0
Agree

Strongly
Agree

Strongly
Agree

Strongly
Agree

Stron
gly
Agre
e
Samsung

Yes

Not
earni
fema ng
Can't
le
yet Say

Can't
Say

Can't
Say

Can't
Say

Don't
agree Apple

After
Sale
Service

Yes

Not
earni
ng
Strongly
male yet Agree

Strongly
Agree

Stron
gly
Agre
e
LG

Features Internet

Strongly
Agree

Agree

3/8/201
5
Plann
22:44:3 ing to
1
buy male

Not
earni
ng
Strongly
yet Agree

Agree

Agree

Agree

Stron
gly
Agre
e
Samsung

Price
Range

Internet

Summary
Do you use/own a smart phone?
This question is asked to find no. of people using or owning a smart phone.

Yes

42

82%

No

2%

Planning to buy

16%

So it is found that 42 people are using smart phone, 1 is not using and 8 is planning to
buy.
Gender
This shows the gender who use or own a smart phone.

male

25

49%

female

26

51%

We found that 25 male and 26 female people are using smart phone. The ratio is very
close.
Income
Now people using smart phone falls in which income category.

Not earning yet

38

75%

20000-50000

12%

50000-100000

8%

Above

2%

The result is 38 people is not earning, they are students, 6 people is earning Rs.2000050000, 4 people is earning between 50000-100000 and 1 person is earning above 100000
Rs.

Look and Feel [What do you look into a Smartphone?

This question is asked to find that how many people get influenced by look and feel of the
smartphone.

Strongly Agree

41

80%

Agree

16%

Can't Say

2%

Disagree

0%

Strongly Disagree

0%

It is concluded that 41 people is strongly agree with the look and feel,8 people is just agree, 1 person cant say.
Useability [What do you look into a Smartphone? ]
What is the peoples opinion about the useability of smartphone?

Strongly Agree

19

37%

Agree

29

57%

Can't Say

2%

Disagree

0%

Strongly Disagree

2%

19 people are strongly agree about the useability of smart phone, 29 are just agree, 1 person cant say and
one person is strongly disagree.
Durability [What do you look into a Smartphone?
This question is asked to find what people say about the Durability of smart phone

Strongly Agree

31

61%

Agree

14

27%

Can't Say

6%

Disagree

4%

Strongly Disagree

0%

It is found that 31 people are strongly agree upon the Durability, 14 people are agree, 3 people cant say, 2
people are disagree upon this.

Price Range [What do you look into a Smartphone? ]

How many people gats affected by Price Range of a smart phone?

Strongly Agree

25
61
%

Agree

13
61
%

Can't Say

61
2
%

Disagree

12
%

Strongly Disagree

12
%

Most of the people gets influenced by the price range of the phone that is
26 people whereas 1 person is disagree upon this.

Does Brands Matters you the Most?

Now with the help of this question it can be found that how many people
Purchases a mobile phone by according to the brand of the mobile phone.

Strongly Agree

25

49%

Agree

17

33%

Don't agree

12%

So we can see that 25 people are strongly upon this, 17 are agree and 6 are
Not agree.

Rank the following Brands from 1 to 5

Now here it is the ranking of the mobile brands.

Microsoft Lumia

11

22%

Samsung

16%

Apple

11

22%

LG

6%

Sony

10%

HTC

12%

Karbon/Micromax

2%

Xaiomi/Gieonee

8%

Other:

2%

Microsoft Lumia and Samsung are at highest with 22% people, Samsung is with 16%, HTC with 12%, Sony with
10% and LG with 6%, 2% Karbon&Micromax, Gieonee 8%and other 2%. Maximum people prefer Microsoft Lumia
and Apple smart phone.

What matters you the most in a Smartphone?

This tells that what are the other things that matters the most to purchase a mobile phone.

Features

28

55%

Price Range

15

29%

Availability of Product

4%

After Sale Service

6%

Other:

2%

So we found that Features, Price Range,Availability of product and After sale service matters the most in a
mobile phone to be chosen by a costomer.
Where do you go for Collecting Information about the Smartphone? *
This question is asked to find that from where the customers comes to know about a smart phone.

Friends and Relative

15

29%

Internet

26

51%

Live Demo

16%

Other:

0%

We can see the above areas from where they come to know about the product. Most of the people collect
information from the internet.

Does anything else influence your buying behaviour?

21

Number of daily responses

41%

Conclusion
42 people are using smart phone, 1 is not using and 8 is planning to buy. It means
today most of the people use smart phone.
25 male and 26 female people are using smart phone. The ratio is very close.
38 people is not earning, they are students, 6 people is earning Rs.20000-50000, 4
people is earning between 50000-100000 and 1 person is earning above 100000
Rs.
41 people is strongly agree with the look and feel,8 people is just agree, 1 person cant say.
19 people are strongly agree about the usability of smart phone, 29 are just agree, 1 person cant say
and one person is strongly disagree. It means usability of smart phone is the most important thing.
31 people are strongly agree upon the Durability, 14 people are agree, 3 people cant say, 2 people are
disagree upon this.
Most of the people gets influenced by the price range of the phone that is 26 people whereas 1 person
is disagree upon this.
25 people are strongly upon brands, 17 are agree and 6 are Not agree. Most of the people
preferbranded phones.

Microsoft Lumia and Samsung are at highest with 22% people, Samsung is with 16%,
HTC with 12%, Sony with 10% and LG with 6%, 2% Karbon & Micromax, Gieonee 8%and
other 2%. Maximum people prefer Microsoft Lumia and Apple smart phone.
Features, Price Range,Availability of product and After sale service matters the most in a mobile
phone to be chosen by a costomer.
areas from where they come to know about the product. Most of the people collect information
from the internet.

41% people gats influenced by other things also like colour, trend, advertisement, popularity
etc.