Group Project

Purpose:

The main purpose of this study is to identify the important smartphone attributes that will have
the greatest influence on functionality, satisfaction and smartphone preference. Overall, we want
to find which smartphone attributes that lead to a purchase decision between brands of
smartphones.

Research Questions:

1. What are the most important factors, among User Friendliness, Ease of Typing, Build
Quality, Camera Quality, Price Value, Security, Battery Life and Screen Resolution
explaining the functionality in the preference of smartphone?
2. What are the most important factors, among User Friendliness, Ease of Typing, Build
Quality, Camera Quality, Price Value, Security, Battery Life and Screen Resolution,
explaining the customer satisfaction in preference of smartphone?
3. What are the relationships among functionality, customer satisfaction and preference of
smartphone?
4. What else could smartphone producers do to serve customer needs better?

Hypothesis:

H1: The higher the user friendliness, the higher (a) the functionality, and (b) the satisfaction. OR
user friendliness is positively related to (a) the functionality, and (b) the satisfaction.

H2: The higher the ease of typing, the higher (a) the functionality, and (b) the satisfaction. OR
ease of typing is positively related to (a) the functionality, and (b) the satisfaction.

H3: The higher the build quality, the higher (a) the functionality, and (b) the satisfaction. OR
build quality is positively related to (a) the functionality, and (b) the satisfaction.

H4: The higher the camera quality, the higher (a) the functionality, and (b) the satisfaction. OR
camera quality is positively related to (a) the functionality, and (b) the satisfaction.

H5: The higher the price value, the higher (a) the functionality, and (b) the satisfaction. OR price
value is positively related to (a) the functionality, and (b) the satisfaction.

H6: The higher the security, the higher (a) the functionality, and (b) the satisfaction. OR security
is positively related to (a) the functionality, and (b) the satisfaction.
H7: The higher the battery life, the higher (a) the functionality, and (b) the satisfaction. OR
battery life is positively related to (a) the functionality, and (b) the satisfaction.

H8: The higher the screen resolution, the higher (a) the functionality, and (b) the satisfaction. OR
screen resolution is positively related to (a) the functionality, and (b) the satisfaction.

H9: The higher (a) the functionality and (b) the customer satisfaction, the more phone
preference. OR (a) the functionality and (b) the customer satisfaction are positively related to
phone preference.

Definition of Variables (IV)

User friendliness: Easy to use or understand, Degree to which a software can be used

Ease of typing (Physical/On-Screen): Ergonomic design,

Build Quality (Design): Materials used, Durability

Camera Quality: Resolution of photos/video, Auto-focus features

Price Value: Competitive pricing, perceived or estimated value of a product

Security: Encryption, Finger print scanner

Battery Life: Duration of Life, Talk Time/Standby time

Screen Resolution: Resolution of screen, Pixel density, Refresh rate

 Conceptual Model:

User
Friendliness

Ease of Typing

Build Quality

Functionality
Camera
Quality

Phone Smartpho
Price Value
Preferenc ne
e Attributes

Satisfactio
Security n

Battery Life

Screen
Resolution