Final Diss

Diffusion of Tablets In Indian Markets.
CHAPTER I: INTRODUCTION
Christ University Institute of Management 1

1.1 BACKGROUND OF THE STUDY:
1.2 STATEMENT OF THE PROBLEM:
To identify various factors such as Awareness, Positioning and Price of tablets,

which will be responsible for quicker Diffusion of Tablets in India Markets.
1.3 OBJECTIVES OF THE STUDY:
As we know India is a typical market and Indian consumer is very difficult to

understand because of diversity which exist in India. The problem of the study revolves
around the same fact, that what factors will contribute the most in adoption of Tablets in
India. The basic purpose of the study is
To determine the different categories of tablets users in the age group of 20-45
and the time frame in which they will adopt tablets.
To determine awareness of Tablets.
To determine the factors that will be responsible for quicker diffusion of Tablets
in India.
To determine the factors affecting Attitude towards using Tablets and find most
important amongst them.
1.4 RESEARCH METHOD:

1) The research is done by the help of both the primary and secondary sources of
data.
2) The primary data will be collected from the respondents .
3) Stratified random sampling will be followed based on the demographic factors.
4) Hypothesis test is conducted for these.

1.5 MAJOR CONCEPTS:
1. Diffusion of Innovations
Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new
ideas and technology spread through cultures. The concept was first studied by the
French sociologist Gabriel Tarde (1890) and by German and Austrian anthropologists
such as Friedrich Ratzel and Leo Frobenius. Its basic epidemiological or internal-
influence form was formulated by H. Earl Pemberton, who provided examples of
institutional diffusion such as postage stamps and compulsory school laws.
Diffusion of an innovation occurs through a fivestep process. This process is a type of

decision-making. It occurs through a series of communication channels over a period of
time among the members of a similar social system. Ryan and Gross first indicated the
identification of adoption as a process in 1943. Rogers categorizes the five stages (steps)
as: awareness, interest, evaluation, trial, and adoption. An individual might reject an

innovation at any time during or after the adoption process. In later editions of the
Diffusion of Innovations Rogers changes the terminology of the five stages to:
knowledge, persuasion, decision, implementation, and confirmation. However the
descriptions of the categories have remained similar throughout the editions.
Five stages of the adoption process
Stage Definition
Knowledge In this stage the individual is first exposed to an innovation but lacks
information about the innovation. During this stage of the process the
individual has not been inspired to find more information about the
innovation.
Persuasion In this stage the individual is interested in the innovation and actively
seeks information/detail about the innovation.
Decision In this stage the individual takes the concept of the innovation and
weighs the advantages/disadvantages of using the innovation and
decides whether to adopt or reject the innovation. Due to the
individualistic nature of this stage Rogers notes that it is the most
difficult stage to acquire empirical evidence.

Implementation In this stage the individual employs the innovation to a varying degree
depending on the situation. During this stage the individual determines
the usefulness of the innovation and may search for further information
about it.
Confirmation Although the name of this stage may be misleading, in this stage the
individual finalizes their decision to continue using the innovation and
may use the innovation to its fullest potential.
2. Rate of Adoption
The rate of adoption is defined as: the relative speed with which members of a social
system adopt an innovation. It is usually measured by the length of time required for a
certain percentage of the members of a social system to adopt an innovation. The rates of
adoption for innovations are determined by an individuals adopter category. In general
individuals who first adopt an innovation require a shorter adoption period (adoption
process) than late adopters.
Within the rate of adoption there is a point at which an innovation reaches critical mass.
This is a point in time within the adoption curve that enough individuals have adopted an
innovation in order that the continued adoption of the innovation is self-sustaining. In
describing how an innovation reaches critical mass, Rogers outlines several strategies in
order to help an innovation reach this stage. These strategies are: have an innovation
adopted by a highly respected individual within a social network, creating an instinctive
desire for a specific innovation. Inject an innovation into a group of individuals who
would readily use an innovation, and provide positive reactions and benefits for early
adopters of an innovation.

3. Adopter Categories
Adopter Definition
Category
Innovators Innovators are the first individuals to adopt an innovation.
Innovators are willing to take risks, youngest in age, have the
highest social class, have great financial lucidity, very social and
have closest contact to scientific sources and interaction with other
innovators. Risk tolerance has them adopting technologies which
may ultimately fail. Financial resources help absorb these failures.
Early Adopters This is the second fastest category of individuals who adopt an
innovation. These individuals have the highest degree of opinion
leadership among the other adopter categories. Early adopters are
typically younger in age, have a higher social status, have more
financial lucidity, advanced education, and are more socially
forward than late adopters. More discrete in adoption choices than
innovators. Realize judicious choice of adoption will help them
maintain central communication position
Early Majority Individuals in this category adopt an innovation after a varying
degree of time. This time of adoption is significantly longer than the
innovators and early adopters. Early Majority tend to be slower in
the adoption process, have above average social status, contact with
early adopters, and seldom hold positions of opinion leadership in a
system
Late Majority Individuals in this category will adopt an innovation after the
average member of the society. These individuals approach an
innovation with a high degree of skepticism and after the majority
of society has adopted the innovation. Late Majority are typically

skeptical about an innovation, have below average social status,

very little financial lucidity, in contact with others in late majority
and early majority, very little opinion leadership.
Laggards Individuals in this category are the last to adopt an innovation.
Unlike some of the previous categories, individuals in this category
show little to no opinion leadership. These individuals typically
have an aversion to change-agents and tend to be advanced in age.
Laggards typically tend to be focused on traditions, likely to have
lowest social status, lowest financial fluidity, be oldest of all other
adopters, in contact with only family and close friends, very little to
no opinion leadership.

CHAPTER II: REVIEW OF LITERATURE

2.1 IMPORTANCE OF REVIEW OF LITERATURE:
Research is made in order to inform people with new knowledge or discovery. However,
it is not to be expected that everybody would willingly believe what we are tackling in
our whole research paper. Thus, what we can do to make our research more credible will
be to support them with other works which have spoken about the same topic that you
have for our research.
We can even have literature sources in works such as stories, comments, project, speech,
article, novel, poem, essay, program, theory, and others. This is why literature review
involves scanning the pages of any published literature like books, newspaper, magazine,
website, webpage, collection, paper, pamphlet, and the like where we may be able to find
any reference to the same topic that we are researching on. There are many reasons why
literature review is rendered as a significant part of any research or dissertation paper.
1. Literature review is the part of the paper where the researcher will be given the
opportunity to strengthen our paper for we will be citing what other reliable
authors have said about our topic. This will prove that we are not just writing
about any random subject but that many others have also poured their thoughts on
the topic.
2. We may also ask what makes literature review a necessary part of the paper. This
question can be answered by trying not to include the review in our paper.
Obviously, it affects the length of our paper but this is not the noticeable part.
What would most certainly be lacking is the fact that our paper, without the
literature review, only contains all of your opinions about the facts that you have
discovered through your research. Thus, how can we further convince the readers,
in this case, the committee who will scrutinize our paper? This is the need that is
answered only by the literature review. By the mere fact that we are using

referencing by citing what more credible people had said about the topic will
build a stronger foundation for our paper.
3. With a literature review, we need to establish a clear tie between the works that
we have cited and the topic that we are writing about. We should be able to justify
the inclusion of a certain work in our review so as to make everything that we
have written useful. The more we include useless points in our paper, the more
that the committee will think that you have not put in a lot of thinking into our
paper.
4. Literature review is also unique from the rest of the paper. While we have to fill
most of the paper with our own analysis, in a literature review alone, we will have
to write purely about related works of other people.
2.2 HOW REVIEW HAS BEEN DONE:
The review for this study has been done through various means: Journals, Databases
(CMIE, EBSCOHOST), Magazines, Newspapers, and websites. All the articles found
related to my topic were studied thoroughly and references were included in my research
which helped me in my study.
2.3 LITERATURE REVIEWS:
(1.Thomas Tan Tsu Wee, 2004)
Abstract: This paper deals with understanding the adoption behavior of consumers in
relation to new audio consumer electronics innovations. It is majorly focused on finding
out the factors that influence the adoption process of the consumers. The main objectives
of this research is
Determine the length of time taken by consumers to be aware of new portable

audio products.

Assess the sources of information that result in the awareness of new portable
audio products.
Determine the factors that affect consumers adoption of portable audio products.
Evaluate the varying degrees of importance these factors affect consumers
adoption.
Research Methodology:
In this two- phase pluralistic approach was used for this research. In the qualitative phase,
two focus group discussions were conducted to obtain the views of consumers as well as
to gather information for the quantitative stage. In the quantitative phase, a cross
sectional survey was carried out to address the objectives of the research.
Conclusion:
The adoption of a portable consumer electronics innovation could be explained as a

function of seven factors, brand name, trialability, compatibility, relative advantage,
observability, complexity, image and perceived risk of adoption. Therefore in developing
new innovations, managers should take into account these factors to ensure a higher
chance of success.
(2.Health McDonald Deakin university, 2005)
Abstract:
Predicting which consumers will be amongst the first to adopt an innovative product is a
difficult task but is valuable in allowing effective and efficient use of marketing
resources. This paper examines the accuracy of predictions made about likely first
adopters based on the most widely accepted theory and compares them to predictions
made by examining the relevant past behavior of consumers. The objectives of this
research work was
Identifying those members of the target market most likely to adopt early.
By shedding light on the nature and size of the potential market for new products.
By providing insight into how to increase the innovativeness of a population or

market, that is, the early adoptionby as large a proportion of the population as
possible.
Indicating the time of adoption by variious proportins of the population.
In this paper the main research conducted on CFLs for its adoption by consumers. A
survey was undertaken to establish the level of penetration and awareness of CFLs and to
determine what type of people had adopted, what type at least intended to adopt and
which ones had no intention to adopt them and also depth interviews are conducted. Later
Hypotheses is conducted on selected variables for identifying their importance for
adoption of CFLs.
Conclusion:
This study gives pragmatic reason for the adoption of innovations; those who adopt early
are those who stand to benefit most, other things being equal. Benefit perceived, or
expected Utility, is an explanation for adoption. The results presented in paper suggest
that variables that relate to prior, similar behavior and/or measure perceived utility and
access are better for predicting early adopters than a standard set of demographics and
psychographics, as is often presented in the textbook accepted theory.
(Jonathan Deacon, Michael Forrester, suzanne Cole., 2007)

Abstract:
The study was undertaken to develop a detailed understanding of the inhibitions to the
adoption of new products in the food manufacturing and food ingredients industries. The
timely sale of the first products can mean the difference between success and financial
failure. The implications of the study, both literature review and primary research,
demonstrate that instead of concentrating resource on perceived risk reducing activities
consideration should be given to producing a more positive emotional state through
promoting enduring involvement with respect to post-modern aspects. A new marketing
model is proposed to guide organisations and primarily SMEs in the food ingredients
industry. This illustrates a process, which encourages their customers to develop enduring
relationships and involvement throughout the development of the ingredients/products.
The strategic implications of word-of-mouth communication are also considered.
The fundamental reason for the study is to identify how the adoption process from
successful product development to sale can be shortened. And so:
Improving financial short-term returns to a business
Releasing new product development (NPD) and sales resource for other projects
Improving the efficiency and effectiveness of NPD and sales functions
Ensuring that strategic windows of opportunity (Ali, 2000) are not missed
Qualitative data in the form of responses to open ended questions from 22 semi-
structured field interviews and four telephone interviews were collected. The interviews
were conducted on a one-to-one basis with purchasing managers with ingredient buying
responsibility of UK food manufacturing companies and sales managers from the food
ingredients industry. The interviewees were chosen on a judgmental sampling basis. To
assess the quality of the analysis four criteria of credibility, transferability, dependability
and conformability have been considered.
Conclusion:
From the research the main areas influencing the speed of adoption are:
Lack of allocation of resources to evaluate the product, possibly, as the buyer
does not have the financial justification from the supplier (inhibiting).
Visits to the suppliers to view their resource first hand, potentially this can be
used to address all the pre-purchase risk in one activity (positive).

Developing the customers enduring involvement in the product by participation

and so causing product champions/enthusiasts that act as proxy sales people
supplying word-of-mouth communications in the buying centre (positive).
(Albert Wenben Lal, 2008)
Abstract:
In marketing teaching, most of the studies on the adoption of new products have
emphaised the variables of personal characterstics and societal communication. Few have
focused on the consumers ad hoc needs in the adoption process. Research on the
consumersattitudes towards products have concluded that consumers differentiate
product benefits by situation.There are three types of situation relevant to marketing: the
communciation stituation, the purchase situation and the consumption situation. The
study maintains that the consumers intention to purchase depends on the degree to which
the consumer associates the product characteristics with his consumption situation.
Resarch Methodlogy:
The Primary research is done for Research work, for this in depth interviews are done
through the Questionaire. It basically consits of two types questions one is basic
information and product knolwedge. Various analytical tools are applied for quantiative
data like Paired comaparison and Annova .
Conclusion:
The findings of this study have revealed that consumption situation is a determining
factor in the adoption of two new products- canned Wulong tea and the musical greetings
card. The potential of situations to affect the adopting intention for a new product
depends on the general attitude to the product and the latitude in adopting it.Product
knowledge was also a mediating factor for the intention to adopt the two products in the
study. At end conclusion is the product attributes in meeting the needs of the
consumption situationwould be one of the key issues worthy of further investiation.

(Sheng -Chung Wei, 2007)
Abstract:
The purpose of this study is to investigate the role of cognitive age in relation to
demographics and innovativeness. Results of this study suggest the mediational role of
cognitive age. It signals not only the message of chronological age, but also the
information of other demographic characteristics. Furthermore, it directly determines
consumers" adoption behaviors of high tech products. Focusing on cognitive age,
therefore, marketers can both efficiently and effectively segment their markets. Finally,
marketers can create a younger cognitive age in consumers through enhanced
communication marketing efforts. In this way, cognitive age can be transformed into a
controllable strategic variable.
The project work is done on basis of secondary data and it is collected from the database
of the 2003 Eastern Integrated Consumer Profile (hereinafter referred to as E-ICP) set up
by the Eastern Advertising Company. The analysis is done through the Hypothesis and
different measured models.
Conclusion:
Results of this study suggest the mediational role of cognitive age between consumers'
demographic characteristics and their innovativeness. Cognitive age does lend itself to
functioning as a mediator in the adoption context of high-tech products, and thus
becomes a more capable predictor of the consuming behavior of innovative products.
Finally, because high-tech products are usually more complex, sophisticated, expensive,
and require more effort to work well, consumers need more knowledge about products to
ensure they are worth buying, it would be worthwhile to offer product related information

to consumers about the value of their products. Moreover, the macro effect of high-tech
products may hinder consumers from buying products even if they are worth buying.
(John H.Roberts, Pamela D. Morrison and Charles J. Nelson, 2010.)

Abstract:
This paper describes the challenge of applying a marketing science model in practice and
the benefits from doing so. There have been many tools developed in marketing science,
but their use and impact have often been disappointing (e.g., see Steenkamp 2000). One
major reason for this is the difficulty of adapting our models to the managerial context at
which they are targeted (including ensuring completeness, providing timeliness, and
calibrating total effects). Another is achieving organizational adoption of the model
findings and translating analytical insights into marketing actions. In this paper the
context in which actions need to be focused is the preparation of a defensive strategy
prior to the launch of a new entrant. While the two major problems of managers are
growth and defense, use of marketing science models for the latter is less prevalent than
for growth.
Conclusion:
In applying these models prelaunch there are a number of technical problems to
overcome. The first of these is gaining the competitive intelligence and then designing a
representation of the new product or service that will allow respondents to make accurate
estimates of their future behavior. The second challenge is estimating rate parameters.
Techniques for estimating equilibrium shares of new products and how these change as a
function of product attributes are well established.

(Andreas Reinstalle, Bulat Sanditov2, 2009)
Abstract:
This paper presents a simple evolutionary model to study the diffusion patterns of
product innovations for consumer goods. Following aVeblenian theme, we interpret
consumption as a social activity constrained by social norms and class structure. Societies
that allow for more behavioral variety will experience faster adoption of new consumer
goods. We also find that the speed of diffusion as well as the saturation levels reached
depend greatly on the structure of a society. Combining these two effects, we conclude
that a social structure displaying behavioral variety and an even class structure fares
better than any other social set-up in terms of the speed of adoption of product
innovations and product variety.
This paper studies the diffusion paths resulting under different parameter settings
capturing the social structure of an economy in a simple evolutionary model. By social
structure we mean the class structure and social norms determining group cohesiveness.
The first is an indicator of the distribution of social attributes in society and the second is
a measure of freedom of choice. These two parameters constrain consumer behavior and
hence affect the diffusion patterns of new positional consumer goods. We model two
populations of agents that differ in their income, in their behavior towards their peers and
in their social position. Agents in the leading high income group seek distinction from
members of the lower social class and draw well-being from the fact to be similar or
dissimilar to their peers.
Conclusions:
This paper developed a simple model of conspicuous consumption to study the influence
of parameters reflecting social structure on the diffusion paths of product innovations of
consumer goods. We used the set-up of an evolutionary multi population model with two
populations. The first population is the upper class, whose members act as an innovating

force in consumption. The second population is the lower class, whose members imitate
the consumption behavior of the higher class.
The main finding of the paper is that novelty diffuses most rapidly in a social
setting in which class structure is equal and behavioral variety is high. This social set-up
leads to a faster diffusion of novelty than in all other constellations. In other words,
societies allowing for more behavioral variety and with an even class structure should
experience a more dynamic consumer behavior than otherwise.
(Ronald Goldsmith and Leisa Reinecke Flynn, 2007)

Abstract:
Hundreds of new consumer products appear on store shelves and in the media each year.
Most of these fail, representing significant financial and resource losses to the companies
which developed them and brought them to market. Marketers well know that one key to
successful new product introduction is selling the product to the minority of consumers
who are the first to buy in any given product market. These consumer innovators thus
represent a key market segment that many marketers are anxious to identify , profile and
influence. The chief problem for the marketer, however, is how to identify and locate
these important consumers.
Research methodology :
through the Questionaire. It basically consits of questions regarding consumers buying
behavior and their innovativeness .Various analytical tools are applied for quantiative
data like hypothesisi and Annova .
Conclusion:
The present study describes the use of a seimple self- report scale to measure consumer
innovativeness validly and reliably within a specific product field. The

fidningsdemonstrate both the value of the scale and how findnings from such a study
could be used by marketing managers and consumer researches alike.
The unique ways in which consumer innovators react to marketing mix variables,
such as advertising, sales promotion, changes inprices or distribution , also can be studied
with the scale. Finally, the successful application of the self- report method to the
problem od measuring consumer innovativeness should stimulate further efforts to
develop similar scales to meaure other unobservable constructs of intrest to consumer
researchers and marketing managers alike.
(Jyoti Choudrie and yogesh Dwivedi, 2004)

Abstract:
This research paper reports an empirical investigation of the attitudinal and control
factors influencing broadband adoption in private residences. The aim of this research
was to identify the challenges in terms of demand that Intemet Service Providers (ISPs)
face when deploying broadband. The study was conducted using a mail survey on a total
of 172 household consumers from the London borough of Hillingdon. The survey was
based upon the Theory of Planned Behaviour, the Decomposed Theory of Planned
Behaviour and the Model of Adoption of Technology in the Household. This research
indicates that broadband adoption in the household is driven by relative advantages such
as faster access, utility outcomes, such as the uses of broadband for work purposes, and
hedonic outcomes such as to use of broadband for entertainment. The main factors for
non-adopters were high costs and lack of needs. The eventual adoption of broadband by
consumers is not only an industry concern, but a government aim as well. Therefore this
research should offer a substantial contribution to all interested stakeholders including
ISPs and government.
Research Methodoloy:
Empirical research via a survey is considered to be an appropriate approach to examine
the attitudinal, normative and control factors influencing broadband adoption in the

household. Various analytical tools are applied for quantiative data like Chi square and
Annova .
Conclusion:
From this research it was discovered that the adoption of broadband in households can be
predicted from the attitudinal and perceived behavioural control factors. The analysis on
measuring the effect of demographic variables on attitudinal and control factors
suggested that demographics play an important role in moderating the effects of only a
few attitudinal factors but the majority of control factors. Therefore they are important for
detailed understanding
of factors relating to adoption and non-adoption of broadband.
(Jonathan B. Hartman, Kenneth C. Gehrt, Kittichai Watchraveringkan, 2009)
Abstract:
As the role of young consumers in the consumption of technology-oriented products
grows, so does the need to fully understand their contemplation, use and adoption of
those products. Existing innovativeness scales have tended to measure consumers desire
to be first to buy new products. Bias related to this adoptive-oriented conceptualization
overlooks important aspects of innovativeness among younger consumer segments.
Utilizing an empirically untested conceptualization of innovativeness that includes an
adoptiveinnovative dimension as well as a
useinnovative dimension and a vicariousinnovative dimension, this study provides a
more fully elaborated measurement of innovativeness that is particularly appropriate for
measuring innovativeness among younger consumer segments. The results begin to
provide a better understanding of innovativeness for segments whose innovative
proclivities may be overlooked by extant scales.

through the Questionaire. It basically consits of questions regarding consumers buying
behavior and their innovativeness .Various analytical tools are applied for quantiative
data like differential Cronbachs alpha reliability analysis on each of the three subscales
and on the total scale, Individual factor analysis on each of the three subscales and item
total correlations on the total scale and item subtotal correlations on each of the three
subscales.
Conclusion:
The purpose of this study was to re-examine and more fully understand the
dimensionality of innovativeness. The results suggest that to measure the gestalt of
consumer innovativeness, it is necessary to include items accessing vicarious and use
innovativeness, as well as the acquisitive
(adoptive innovativeness) items that pervade the literature.
(Cathy Hart, Neil Doherty, Fiona Eills- Chadwick, 2005)
Abstract:
To date, mosst of the commnetary on the impact of the Internet on retail marketing has
been anecdotal, offering exaggerated speculative forecasts of its future potential.One
view contends that the Internet will become a major new retail format, replacing the
traditional dominance of fixed location stores. However, little academic research exists to
either disprove or support the claims of Internet penetration by reatilers Seeks to redress
the balance by presenting a comprehensive and rigorous review of UK retailer Internet
activities.

Conclusion:
The contextual background for this paper is provided by a comprehensive review of the
rapdily expanding body of literature in this area. This review , while illustrating the high
levels of interest in, and perceived importace of electronic commerce.
(Glen M.Schmidt, Cheryl T.Druehl, 2006)
Diffusion theory has typically focused on how communication, internal or external to a

social system, leads to adoptions and diffusion of an innovation. We develop a diffusion
and substitution model based on a somewhat different perspective. In some cases,
progressive improvements in product attributes and/or continual cost reduction seem to
be a key driver of the diffusion process. Our model is based on a linear reservation price
framework, in which a product is described by its depth (defined as the difference
between a products maximum reservation price and its production cost), and its breadth
(related to the slope of its reservation price curve), indicating how broadly it appeals
across various customer segments. Because of changes in product depths and breadths
over time, customers who previously preferred the old product may later prefer the new
product, thus creating the diffusion process.
The conclusion gives that the nature of diffusion substitution may depend on the
product characteristics rather than on the customer characteristics
(Ming Yuan Chen, 2010)
Abstract:
This paper analyzes the determinants of the levels and rates of technology adoption for
petroleum refineries that survived the period 19801989, during which the conditions of
product demand and crude oil supply changed significantly. Regression models are
specified to investigate the growth of technology-related capacity, the growth of
technology complexity, and the rates of adoption estimated from a diffuse model of

technology use. Both levels and rates of adoption are hypothesized to be affected by
refinery size, regulatory status, elements of local markets and geographical factors.
Empirical results generally suggest that compared with the supply-side factors of crude
oil sources and regulatory subsidies, refinery size and demand-side factors, such as total
consumption, consumption growth and fluctuation, and changes of the consumption mix,
are responsible for the most part of the determination of technology adoption for
refineries surviving the 1980s.
This study is the first one to analyze the technology adoption behavior of petroleum
refineries during the period with fluctuated market conditions. Hypotheses relating
adoption levels and rates to refinery size, regulatory status, elements of local markets, and
geographical characteristics are developed and tested using appropriate econometric
models
Conclusion:
From the empirical results and the interpretations shown in the last section, an interesting
finding can be concluded. Although the effects of crude oil sources and regulatory
subsidies are not trivial, refinery size, which influences the refinerys flexibility in
adopting required technology, demand-side factors from the markets of refinery location,
such as total consumption, consumption growth and fluctuation, and the degree of the
consumption pattern shifting to light-end products, and the interaction between refinery
size and change-of-consumption-related variables seem to be more important in
determining the behavior of technology improvement and adoption of refineries in the
1980s.

(Susan M.Lyold, 2004).
Abstract:
This pilot study explores the adoption and consumption of technology products as two
complementary parts of a single, ongoing process. Semi-structured, phenomenological
interviews are used to develop an ecology metaphor that explains the complexity of
consumer-technology product relationships. The metaphor is comprised of four key
components-selective impacts, spatial behaviors, dynamic variability, and
stability/resilience-and provides a base for theory development.
To understand the dynamic relationship between consumers and technology products
from the time of adoption through consumption, integration, and re-purchase, a semi-
structured phenomenological inquiry was conducted. Depth interviews regarding
technology purchases and consumption experiences were conducted with respondents.
(P.W.Turnbull and A.Meenagham, 2006)

The term diffusion is employed to describe the process where by an innovation or a
new idea or practice spreads through a social system over time. Rogers who has done
much research work in this area. Suggests that four crucial factors are involved in the
diffusion process:
1) The innovation
2) The communication concerning the innovation from one individual to another,
3) The social system in which the innovation is diffused and
4) The time dimension of the process.
The research findings confirm the superiority of the two step flow as a medium
of influence, adopters use personal and impersonal sources with both being
employed to provide complementary reinforcement, adding to the increased

overall cumulative effectiveness of communications. It is suggested that the

effectiveness of communication channels will depend on the following factors.
1) The degree of behavioural or attitudinal change necessary for product adoption
2) The newness of the product
3) The level of risk perception
4) The degree to which existing attitudes for the product category are ego- involved.
This is particularly true for impersonal channels of communication.
5) The degree to which existing behavior for this product category is group
sanctioned. Marketer controlled channels are less effective where group norms are
rigid and formalized.

CHAPTER III: RESEARCH METHODOLOGY

3.1 INTRODUCTION:
The system of collecting data for research projects is known as research
methodology. The data may be collected for either theoretical or practical research. Here,
the type of research followed is quantitative. For this, a questionnaire is prepared and the
responses are taken from the respondents Hypothesis is formulated on the variables and
factor analysis is done on them
3.2 SAMPLE DESIGN:
Rationale of sampling
School/college/Institution students & employees of various Government/Private sectors
were selected using stratified sampling procedures and analyzed using MS excel and
SPSS.
Stratified Sampling:
A probability sampling technique which uses a 2-step process to partition the population
into subpopulations, or strata. Elements are selected from each stratum by a random
procedure.
Sample size: 105 Respondents from Bangalore and Andhra Pradesh
3.3 MEASUREMENT AND SCALING

There were different scaling techniques used in the questionnaire in designing various
Questions. These techniques are discussed here in detail.
Ordinal Scaling
Few set of Questions were designed using Ordinal Scale. Respondents were asked to
choose amongst the multiple options.
Sementic Differential Scaling

Respondents were asked to rate the brands based on their satisfaction (if used) and
perception (if not used) on the scale of 5 to 1. 5 is for the highest and 1 is for the lowest.
Likert Scaling
Likert Scaling was used in few set of questions where respondents were introduced with
5 point Scale (from Strongly Agree to Strongly Disagree) and were supposed to select
one against each variable.
3.4 METHOD OF DATA COLLECTION
The data collected is primary data from the Customers. It is to be noted that only people
having a mobile phone were considered for the study.
Secondary data on the literature related to the topic has been obtained through the internet
and other online libraries (JSTOR,EBSCO etc).
3.5 TYPE OF SURVEY
A cross-sectional survey was conducted on the sample chosen for the survey. This survey
was conducted in three ways:
1) Online Cross Sectional Survey
Few people from the chosen sample were forwarded an online survey form
prepared on Google Documents. These people out of the sample were chosen
based on constraint of distance. Target Group which was at distance and was
difficult to approach for face to face communication was passed an online form
and their responses were entered into a spreadsheet for later part of analysis.
2) Telephonic Cross Sectional Survey

This was conducted to get insights from consumers and this was again for those
people who were at distance. It was unable for us to have a face to face
communication with these people but an in-depth discussion was required with
these people, thus a set of questions was produced for them to ascertain via
telephone and their responses were written down accordingly.
3) Face to Face Cross Sectional Survey
In this survey, people who were available at nearby places were introduced with a
set of questionnaire and Questions were asked one by one with reasons behind
every response they give. This helped to get proper insights of consumers
explaining their attitudinal behaviour in detail.
3.6 TOOLS USED
Data Collection
A Questionnaire was used as a tool to collect the data. The Questionnaire was run on the
respondents through online, face to face and through telephone.
Online Telephone Face-to-Face Total
25 10 70 105
Data Analysis:
Each question has been evaluated with the help of tables and graphs expressed in
percentage terms. SPSS and MS Excel have been used to analyze the data.

3.7 VARIABLES OF THE STUDY AND HYPOTHESIS.
The variables of the study can be explained based on different objectives of the study:
Objective 1: To determine the different categories of Tablets users in the age group of
20-45 (Target population of Innovators in the Diffusion Curve) and the time frame in
which they will adopt Tablets.
Objective 2: To determine the factors that will be responsible for quicker diffusion of
Tablets in India.
No. Of Variables: 5 (Independent)
1. Availability
2. Prices of Tablet
3. Tablets Service Charge by the service provider
4. Applications
5. External Factors.
Hypothesis 1: Availability, Prices of tablets, Service Charge, Applications and

External factors has no effect on Quicker Diffusion of Tablets in India.
Objective 3: To determine the factors affecting Attitude towards using Tablets Services
and find most important amongst them.
Part 1: To determine the factors affecting Attitude towards using Tablets Services.
1. Tablets will differentiate me from others

2. I am not satisfied with present Laptops therefore will adopt Tablets
3. I want to remain competitive thus i will adopt Tablets

4. I am concerned about making an investment for purchasing a Tablets enabled

handset
5. I am not techno savvy and doubt whether i will be able to make use of Tablets
6. I want to make my Business relationship better and efficient and Tablets will
definitely help me to achieve that. tly through video calling etc.
7. I am a crazy when it comes to real time music and videos and Tablets will give it
a new life.
8. I am not much aware about Tablets therefore not willing to adopt it soon
9. I am not techno savvy and rarely adopt new technology
10. Companies need to make more awareness about Tablets and their usage.
11. Cost of handling Tablets will be high for me .
Hypothesis 2: Variables are uncorrelated in the population
Part 2: To find the major factors affecting the Attitude
1. Intrinsic Motivation
2. Cost of Adoption
3. Perceived Risk
4. Perceived Usefullness
5. Lack of Knowledge
Hypothesis 3: Intrinsic Motivation, Cost of Adoption, Perceived Risk, Perceived

Usefulness, Lack of Knowledge has no effect on the Attitude of an Individual towards
purchasing Tablets Services.

3.8 LIMITATIONS OF THE STUDY:

There were some limitations in the study as well:
1. The sample chosen was on our own discretion
2. Data was taken only from the available sources
3. The time duration for the study was just 3-4 months.
4. The number of respondents were not enough to represent the whole population

CHAPTER IV: INDUSTRY OVERVIEW

INDUSTRY PROFILE:
1
India is warming up to Tablets pcs. Arguably started by the Apple iPad, the Tablet
market has picked up in the last two years. In India, however, the tablet market, which
has been touted as the future of computing, has just began to warm up. Most of the
companies on foreign soil are counting on the Indian market and introducing Tablets
here in India.
What is tablet PC?
A tablet computer, or simply tablet, is a complete mobile computer, larger than a

mobile phone or personal digital assistant, integrated into a flat touch screen and
primarily operated by touching the screen. It often uses an onscreen virtual keyboard, a
passive stylus pen, or a digital pen, rather than a physical keyboard.
History:
The tablet computer and the associated special operating software is an example of pen
computing technology, and thus the development of tablets has deep historical roots.
Electrical devices with data input and output on a flat information display have existed as
early as 1888.[3] Throughout the 20th century many devices with these characteristics
have been ideated and created whether as blueprints, prototypes or commercial products,
with the Dynabook concept in 1968 being a spiritual precursor of tablets and laptops. In
addition to many academic and research systems, there were several companies with
commercial products in the 1980s
During the 2000s Microsoft attempted to define with the Microsoft Tablet PC the tablet
personal computer product concept[4] as a mobile computer for field work in
business,[5] though their devices failed to achieve widespread usage mainly due to price

and usability problems that made them unsuitable outside of their limited intended
purpose.[6]
In April 2010 Apple Inc. released the iPad, a tablet computer with an emphasis on media
consumption. The shift in purpose, together with increased usability, battery life,
simplicity, lower weight and cost, and overall quality with respect to previous tablets,
was perceived as defining a new class of consumer device[7] and shaped the commercial
market for tablets in the following year.[8]
As a result, two distinctly different types of tablet computing devices exist as of 2011,
the Tablet PC and the Post-PC tablet, whose operating systems are of different origin.
Traditional tablet PCs:
A tablet personal computer (tablet PC) is a portable personal computer equipped with
a touchscreen as a primary input device, and running a (modified) classic desktop
OS.[9] designed to be operated and owned by an individual.[10] The term was made
popular as a concept presented by Microsoft in 2000[11] and 2001[12] but tablet PCs now
refer to any tablet-sized personal computer regardless of the (desktop) operating
system[13]
Tablet personal computers are mainly based on the x86 IBM-PC architecture [14] and
are fully functional personal computers employing a slightly modified personal computer
OS (such as Windowsor Ubuntu Linux) supporting their touch-screen, instead of a
traditional display, mouse and keyboard. A typical tablet personal computer needs to
be stylus driven, because operating the typical desktop based OS requires a high precision
to select GUI widgets, such as a the close window button.
Post-PC tablets:
Since mid-2010, new tablet computers have been introduced with mobile operating
systems that forgo the Wintel paradigm,[15] have a different interface instead of the
traditional desktop OS, and represent a new type of computing device.[16] These "post-
PC" mobile OS tablet computer devices are normally finger driven and most frequently

use capacitive touch screens with multi-touchcapabilities instead of the simple resistive
touchscreens of typical stylus driven systems.
The most successful of these was the Apple iPad using the iOS operating
system. [17] Samsung's Galaxy Tab and others followed, continuing the now common
trends towards multi-touch and othernatural user interface features, as well as flash
memory solid-state storage drives and "instant on" warm-boot times; in addition, standard
external USB and Bluetooth keyboards can often be used. Most frequently the operating
system running a tablet computer that's not based on the traditional PC architecture is
based on a Unix-like OS, such as Darwin, Linux or QNX. Some have Tablets mobile
telephony capabilities.[18]
In forgoing the x86 precondition (a requisite of Windows compatibility), most tablet

computers released since mid-2010 use a version of an ARM architecture processor for
longer battery life versus battery weight, heretofore used in portable equipment such
as MP3 players and cell phones. Especially with the introduction of the ARM Cortex
family, this architecture is now powerful enough for tasks such as internet browsing, light
production work and gaming.[19]
A significant trait of tablet computers not based on the traditional PC architecture is that
the main source of 3rd party software for these devices tends to be through online
distribution, rather than more traditional methods of boxed software or direct sales from
software vendors. These sources, known as "app stores," provide centralized catalogues
of software from both 1st and 3rd parties and allow simple "one click" on-device
software purchasing, installation, and updates.
Forms of tablet pc
Tablet computers come in a range of sizes, currently ranging from tablet PCs to PDAs.
Tablet personal computers tend to be as large as laptops and often are the largest usable
size for mobile tablet computing while the new generation of tablet computers can be
(much) smaller and use a RISC (ARM or MIPS) CPU, and in size can border on PDAs.

Slate
Slate computers, which resemble writing slates, are tablet computers without a dedicated
keyboard. For text input, users rely on handwriting recognition via an active digitizer,
touching an on-screen keyboard using fingertips or a stylus, or using an external
keyboard that can usually be attached via a wireless or USB connection.
Slate computers typically incorporate small (8.414.1 inches/2136

centimetres) LCD screens and have been popular in vertical markets such as health care,
education, hospitality, aviation (pilot documentation and maps),[27] and field work.
Applications for field work often require a tablet computer that has rugged specifications
that ensure long life by resisting heat, humidity, and drop/vibration damage. This added
focus on mobility and/or ruggedness often leads to elimination of moving parts that could
hinder these qualities.
Booklet
Booklet computers are dual-touchscreen tablet computers that fold like a book. Typical
booklet computers are equipped with multi-touch screens and pen writing recognition
capabilities. They are designed to be used as digital day planners, Internet
surfing devices, project planners, music players, and displays for video, live TV, and e-
reading.
Convertible:
Convertible notebooks have a base body with an attached keyboard. They more closely
resemble modern laptops, and are usually heavier and larger than slates.
Typically, the base of a convertible attaches to the display at a single joint called a swivel
hinge or rotating hinge. The joint allows the screen to rotate through 180 and fold down
on top of the keyboard to provide a flat writing surface. This design, although the most
common, creates aphysical point of weakness on the notebook.

Some manufacturers have attempted to overcome these weak points. The Panasonic
Toughbook 19, for example, is advertised as a more durable convertible notebook. One
model by Acer (the TravelMate C210) has a sliding design in which the screen slides up
from the slate-like position and locks into place to provide the laptop mode.
Sliding screens were presented at CES 2011. The first product to use it is the Samsung
Sliding PC7 Series,[28] a tablet with Intel Atom hardware and a unique sliding screen that
allows the product to be used as a laptop or slate tablet when the screen is locked in place
covering the whole keyboard. The concept still has to prove its reliability, but is intended
to combine the virtues of tablet PCs with those of notebooks. Also presented was the
upcoming Inspiron Duo from Dell, which rotates the screen horizontally when opened.
Convertibles like that with hardware specs of a netbook are called netvertibles.
Hybrid
Hybrids, a term coined by users of the HP/Compaq TC1000 and TC1100 series, share the
features of the slate and convertible by using a detachable keyboard that operates in a
similar fashion to a convertible when attached. Hybrids are not to be confused with slate
models with detachable keyboards; detachable keyboards for pure slate models do not
rotate to allow the tablet to rest on it like a convertible.
Comparsion with Laptop computers:
The advantages and disadvantages of tablet computers are highly subjective measures.
What appeals to one user may be exactly what disappoints another. The following are
commonly cited opinions of tablet computers versus laptops:
Advantages
Usage in environments not conducive to a keyboard and mouse such as lying in

bed, standing, or handling with a single hand.
Lighter weight, lower power models can function similarly to dedicated reading
devices like the Amazon Kindle.

Touch environment makes navigation easier than conventional use of keyboard

and mouse or touch pad in certain contexts such as image manipulation, musical,
or mouse oriented games.
Digital painting and image editing are more precise and intuitive than painting or
sketching with a mouse.
The ability for easier or faster entry of diagrams, mathematical notations, and
symbols.
Allows, with the proper software, universal input, independent from different
keyboard localizations.
Some users find it more direct and pleasant to use a stylus, pen or finger to point
and tap on objects, rather than use a mouse or touchpad, which are not directly
connected to the pointer on screen.
Disadvantages
Higher price convertible tablet computers can cost significantly more than non-
tablet portable PCs although this premium has been predicted to fall.[70]
Input speed handwriting or typing on a virtual keyboard can be significantly
slower than typing speed on a conventional keyboard, the latter of which can be
as high as 50150 WPM; however,Slideit, Swype and other technologies are
offered in an effort to narrow the gap. Some devices also support external
keyboards (eg: iPad can accept Bluetooth keyboards and USB keyboards
through iPad Camera Connection Kit Dock Connector-to-USB adapter. Apple has
also released a keyboard dock)
Ergonomics a tablet computer, or a folded slate PC, does not provide room for a
wrist rest. In addition, the user will need to move his or her arm constantly while
writing.
Weaker video capabilities Most tablet computers are equipped with embedded
graphics processors instead of discrete graphics cards. In July 2010, the only

tablet PC with a discrete graphics card was the HP TouchSmart tm2t, which has
the ATI Mobility Radeon HD5450 as an optional extra.
Business-oriented tablet personal computers have been slow sellers from 2001 to
date.[71]
Screen risk Tablet computers are handled more than conventional laptops, yet
many are built on similar frames; in addition, since their screens also serve as
input devices, they run a higher risk of screen damage from impacts and misuse.
Hinge risk A convertible tablet computer's screen hinge is often required to
rotate around two axes, unlike a normal laptop screen, subsequently increasing the
number of possible mechanical and electrical (digitizer and video cables,
embedded WiFi antennas, etc.) failure points.
Smaller display and lack of keyboard.
Comparsion of Various Tablets:

Det Rat Price Rele OS Dis Disk Resol Cpu Batte lb k
Photo Table For CP
ails ing US$ ased Suppo play Gb ution speed ry s g
t PC m U
rt (h)
TI
Amaz Tabl
Pric OM
on 199.0 2011 et/ Andro 1024 1.00 0. 0.
e&B 3.8 7.0 8 AP 7.5
Kindle 0 -11 eRea id x 600 GHz 91 41
uy dual
Fire der
core
NVI
Asus
Slat DIA
Eee Revi 498.0 2011 Andro 16 - 1280 1.00 2. 0.
4.7 e+kb 10.1 0
Pad ew 0 -09 id 3.1 32 x 800 GHz 10 96
d. Tegr
Slider
a 2
NVI
Acer Revi 299.9 2011 Slat Andro 8 - 1024 1.00 0. 0.
4.2 7.0 DIA 5
Iconia ew 9 -08 e id 3.2 16 x 600 GHz 92 42

Tab
Tegr

A100 a 2
Dual
NVI
Sony DIA
Revi 475.7 2011 Slat Andro 16 - 1280 1.00 1. 0.
Tablet 4.1 9.4 8
ew 7 -08 e id 3.1 32 x 800 GHz 30 60
S Tegr
a 2
Mar
Vizio vell
Revi 245.9 2011 Slat Andro 4 - 1024 1.00 1. 0.
8" 3.9 8.0 Arm 8
ew 9 -07 e id 2.3 32 x 768 GHz 20 50
Tablet ada
600
NVI
Lenov
DIA
o Deta 349.9 2011 Slat Andro 16 - 1280 1.00 1. 0.
3.5 10.1 8
Ideapa ils 9 -07 e id 3.1 64 x 800 GHz 65 75
Tegr
d K1
a 2
Qual
com
HP
Revi 298.2 2011 Slat HP 16 - 1024 m 1.20 1. 0.
Touch 4.2 9.7 8.5
ew 9 -06 e webOS 32 x 768 Snap GHz 60 73
Pad
drag
on
Samsu NVI
ng DIA
Revi 498.0 2011 Slat Andro 16 - 1280 1.00 1. 0.
Galaxy 3.9 10.1 10
ew 2 -06 e id 3.1 32 x 800 GHz 26 57
Tab Tegr
10.1 a 2
Windo Intel
Fujits Revi 729.0 2011 Slat 30 - 1280 1.50 1. 0.
0 ws 7 10.1 8
u ew 0 -06 e 62 x 800 GHz 70 77
Pro Ato
Stylisti
m

c Q550 Z670
NVI
Acer
DIA
Iconia Revi 382.0 2011 Slat Andro 1280 1.00 1. 0.
4.3 10.1 16 7
Tab ew 0 -05 e id 3.0 x 800 GHz 60 73
Tegr
A500
a
Black AR
Black
Berry Revi 261.9 2011 Slat 16 - 1024 M 1.00 0. 0.
4 Berry 7.0 7
PlayBo ew 9 -04 e 64 x 600 Corte GHz 90 40
OS
ok x A9
Asus NVI
Eee DIA
Revi 379.9 2011 Slat Andro 16 - 1280 1.00 1. 0.
Pad 4 10.1 9.5
ew 9 -04 e id 3.0 32 x 800 GHz 50 68
Transf Tegr
ormer a 2
T-
Nvid
Mobile
Revi 699.9 2011 Slat Andro 1280 ia 1.00 1. 0.
G- 3.4 8.9 32 8
ew 9 -04 e id 3.0 x 768 Tegr GHz 40 63
Slate
a 250
4G
Le AR
Pan Revi 198.9 2011 Slat Andro 2 - 1024 M 1.00 1. 0.
4.3 9.7 6
TC ew 8 -03 e id 2.2 32 x 768 Corte GHz 60 73
970 x A8
Nvid
Motor
ia
ola Revi 419.0 2011 Slat Andro 1280 1.00 1. 0.
4.2 10.1 32 Tegr 8
XOO ew 0 -03 e id 3.0 x 800 GHz 60 73
a
M
Dual

Apple Revi 519.0 2011 Slat 16 - 1024 Appl 1.00 1. 0.

4.2 iOS 4 9.7 10
iPad 2 ew 0 -03 e 64 x 768 e A5 GHz 33 60
nVid
Dell ia
Deta 299.9 2011 Slat Andro 16 - 800 x 1.00 1. 0.
Streak 3.5 7.0 Tegr 4
ils 9 -03 e id 32 480 GHz 00 45
7 a
T20
Sam
Coby Revi 157.5 2011 Slat Andro 4 - 800 x sung 1.00 0. 0.
3.4 7.0 0
Kyros ew 8 -03 e id 2.2 32 480 S5P GHz 87 39
V210
Nvid
Toshi
Revi 342.6 2011 Slat Andro 8 - 1280 ia 1.0 1. 0.
ba 4.1 10.1 7
ew 9 -02 e id 3.1 32 x 800 Tegr GHz 70 77
Thrive
a 250
Pandi
Tabl Sam
gital
Revi 2011 et/ Andro 1 - 600 x sung 533 1. 0.
Multi 3.6 76.95 7.0 6.5
ew -02 eRea id 32 800 AR Mhz 20 54
media
der M 11
Novel
Asus
Windo Intel
Eee Revi 1229. 2011 Slat 32 - 1280 1.33 2. 1.
4.2 ws 7 12.0 Core 5
Slate ew 00 -01 e 64 x 800 GHz 53 16
Home i5
EP121
Samsu Pow
ng Deta 429.9 2010 Slat Andro 16 - 1024 erVR 1.00 0. 0.
4.2 7.0 6
Galaxy ils 9 -11 e id 32 x 600 SGX GHz 80 38
Tab 7 540
Deta 259.9 2010 Slat Andro 8 - 1024 1.00 1. 0.

Archo 3.4 10.1 AR 7
ils 9 -11 e id 16 x 600 Ghz 06 48
s 101 M

Interne Corte
t x A8
Tablet
Barne
Tabl
s&Nob Pric
199.0 2010 et/ Andro 1024 AR 0.8 0. 0.
le e&B 0 7.0 8 8
0 -11 eRea id 2.2 x 600 M GHz 99 45
Nook uy
der
Color
Intel
HP Windo
Deta 779.9 2010 Slat 1024 1.86 1. 0.
Slate 3.8 ws 7 8.9 64 Ato 5
ils 9 -10 e x 600 GHz 50 68
500 Pro m
Z540
Apple Deta 459.9 2010 Slat 16 - 1024 Appl 1.00 1. 0.

3.9 iOS 9.7 9.5
iPad ils 9 -04 e 64 x 768 e A4 GHz 50 68
While India is yet to attain great numbers in tablet sales, it is interesting to note that so far
PC Sales have not been affected by the sale of tablet devices. Netbook sales too have
been increasing, as opposed to USA where Tablets have effectively killed netbook sales.
While the Indian market begins to get cluttered with a variety of tablets, the defining line
will not be just the price factor but also the services and applications that come along
with the device.

CHAPTER V: DATA ANALYSIS AND

INTERPRETATION

Demographics
Since our sample size includes innovators, following is kept in mind before choosing the
Respondents.
1. Gender
Gender
80
70
60
50
Axis Title
40
30
20
10
0
Male Female
Gender 76 29
As observed from previous studies, Male population are majorly innovators for new
Technology and especially in case of Technology Products. Thus in my study also, i have
taken 72.6% of the Respondents as Male.

2. Age
Age
70
60
50
Axis Title
40
30
20
10
0
15-20 Years 21-30 Years 31-40 Years 41-50 Years
Age 3 66 23 13
Also, Age group of 20-30 forms the major chunk of Innovators and thus our sample size
includes people from all age groups between 15-50.
3. Cross Tabulation Between Gender and Age

Sex * Age Crosstabulation
Count
Age
15-20 21-30 31-40 41-50 Total
Sex Male 2 51 15 8 76
Female 1 15 8 5 29
Total 3 66 23 13 105
As observed from SPSS output, we have a good sample size having male and females
from different Age Groups.

4. Marital Status
Marital Status
Married Single
32%
68%
Most of the respondents are married only
5. Income
Income
60
50
40
30
20
10 Income
0

The above graph depicts the income level of the respondents, among all most of
them lies range 4,00,000and 5,00,000.
6. Occupation
78
80
70
60
50
40
30
20 12
8 7
10
0
Student Employee Housewife Self- Employee
Occupation
Since Students and Employees forms the major chunk of Innovators, I have taken
Students and Employees from all major possible Fields.

7. Do you want to use Tablets Services
Respondents
90 81
80
70
60
50
40 Respondents
30 24
20
10
0
Yes No
The above graph shows the lot of respondents are interested to use Tablets service.
8. What is your plan to adopt Tablets in coming future?
Time period
50
40
30
20 Time period
10
0
With in 6 1 Year 2 Year 3-5 Years
months
The above diagram shows the time period for adoption of tablets by respondents.

9 Rate factors on 1-5 scale(5-most imp, 1-least imp) responsible for adoption of
Tablets services in INDIA
a. Availability
b. Price of Tablets
c. 3G Service Charge by the service provider
d. Applications
e. External Factors .
ANALYSIS:
One Sample t test and mean, median, mode test has been conducted to determine
importance of various factors for quicker diffusion of Tablets in Indian Market.
T-Test:
A t-test is any statistical hypothesis test in which the test statistic follows a Student's t
distribution, if the null hypothesis is supported. It is most commonly applied when the
test statistic would follow a normal distribution if the value of a scaling term in the test
statistic were known. When the scaling term is unknown and is replaced by an estimate
based on the data, the test statistic (under certain conditions) follows a Student's t
distribution.
Hypothesis: Availability has no effect on Diffusion of Tablets Services in India.

1. One Sample T-Test
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Availability 105 4.2000 .75192 .07338

One-Sample Test
Test Value = 3
T Df Sig. (2- Mean 95% Confidence Interval of
tailed) Difference the Difference
Lower Upper
Prices 33.307 104 .000 1.60000 1.5047 1.6953
Here, significance value of 0.00 which is less than 0.01 indicates that Network Coverage
is effect on Diffusion of Tablets Services in India. Thus Null Hypothesis has been
rejected. Also we can see that Availability has a mean of 4.2, thus making it a average
factor on the scale of 1-5.
Frequencies:
Availability
Frequency Percent Valid Percent Cumulative
Percent
3.00 21 20.0 20.0 20.0
4.00 42 40.0 40.0 60.0
Valid
5.00 42 40.0 40.0 100.0
Total 105 100.0 100.0
Here we can see that 80% (38.1+22.2) of the Respondents are confident that Availability
plays a major role in adoption of Tablets services in India.

Hypothesis 2: Price of Tablets has no effect on Diffusion of Tablets Services in India.
N Mean Std. Std. Error
Deviation Mean
Prices 105 4.6000 .49225 .04804
One-Sample Test
Test Value = 3
Lower Upper
Prices 33.307 104 .000 1.60000 1.5047 1.6953
Here, significance value of 0.00 which is less than 0.01 indicates that Network Coverage
rejected. Also we can see that Price of Tablets has a mean of 4.6, thus making it a
average factor on the scale of 1-5.
Frequencies
Prices
Frequenc Percent Valid Cumulative
y Percent Percent
Valid 4.00 42 40.0 40.0 40.0

5.00 63 60.0 60.0 100.0

Total 105 100.0 100.0
Here we can see that 60% of the Respondents are confident that Handset Prices plays a
major role in adoption of Tablets services in India.
Hypothesis 3: Service Charge has no effect on Diffusion of Tablets Services in India.
Deviation Mean
Service 105 2.4000 .49225 .04804
One-Sample Test
Test Value = 3
Lower Upper
Service -12.490 104 .450 -.60000 -.6953 -.5047
Here, significance value of 0.45 which is greater than 0.01 indicates that Service Charge
accepted. Also we can see that Service Charge has a mean of 2.4, thus making it not an
important factor on the scale of 1-5.

Frequencies
Service
y Percent Percent
2.00 63 60.0 60.0 60.0
Valid 3.00 42 40.0 40.0 100.0
Total 105 100.0 100.0
Here we can see that 60 % of the Respondents are confident that Service Charge plays a
major role in adoption of Tablets services in India.
Hypothesis 4: Applications has no effect on Diffusion of Tablets Services in India.
Deviation Mean
Application
105 4.0000 .63549 .06202
s
One-Sample Test
Test Value = 3
Lower Upper

Application
16.125 104 .000 1.00000 .8770 1.1230
s
Here, significance value of 0.00 which is less than 0.01 indicates that Healthy
Applications is effect on Diffusion of Tablets Services in India. Thus Null Hypothesis has
been rejected. Also we can see that Applications has a mean of 4, thus making it a
average factor on the scale of 1-5.
Frequencies
Applications
y Percent Percent
3.00 21 20.0 20.0 20.0
4.00 63 60.0 60.0 80.0
Valid
5.00 21 20.0 20.0 100.0
Total 105 100.0 100.0
Here we can see that 80% of the Respondents are confident that Healthy Applications
Hypothesis 5: External factors has no effect on Diffusion of Tablets Services in

India.
Std. Std. Error

N Mean Deviation Mean

Std. Std. Error

N Mean Deviation Mean
External_Factor 105 2.0397 1.13420 .10104

s
One-Sample Test
Test Value = 3
99% Confidence Interval of
Sig. (2- Mean the Difference
T Df tailed) Difference Lower Upper
External_Factor .393 125 .695 .03968 -.2246 .3040

s
Here, significance value of 0.00 which is greater than 0.01 indicates that External Factors
has no/negligible effect on Diffusion of Tablets Services in India. Thus Null Hypothesis
has been accepted. Also we can see that External Factors has a mean of 2.03, thus making
it a poor factor on the scale of 1-5.

2. Frequency Table
External_Factors
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly 14 11.1 11.1 11.1

Disagree
Disagree 22 17.5 17.5 28.6
Neutral 49 38.9 38.9 67.5
Agree 27 21.4 21.4 88.9
Strongly Agree 14 11.1 11.1 100.0
Total 105 100.0 100.0
Here we can see that only 70% of the Respondents are confident that External Factors
10 Rate the following Questions related to 3G (Strongly Agree to Strongly Disagree)
1. Tablets will differentiate me from others

2. I am not satisfied with present Laptops therefore will adopt Tablets
3. I want to remain competitive thus i will adopt Tablets
4. I am concerned about making an investment for purchasing a Tablets enabled handset
5. I am not techno savvy and doubt whether i will be able to make use of Tablets
6. I want to make my Business relationship better and efficient and Tablets will
definitely help me to achieve that. tly through video calling etc.

7. I am a crazy when it comes to real time music and videos and Tablets will give it a
new life.
8. I am not much aware about Tablets therefore not willing to adopt it soon
9. I am not techno savvy and rarely adopt new technology
10. Companies need to make more awareness about Tablets and their usage.
11. Cost of handling Tablets will be high for me .
ANALYSIS
Factor Analysis will be done to reduce the number of factors followed by One Sample T-
Test Analysis
FACTOR ANALYSIS
Factor analysis is a statistical method used to describe variability among observed

variables in terms of a potentially lower number of unobserved variables called factors.
In other words, it is possible, for example, that variations in three or four observed
variables mainly reflect the variations in a single unobserved variable, or in a reduced
number of unobserved variables. Factor analysis searches for such joint variations in
response to unobserved latent variables. The observed variables are modeled as linear
combinations of the potential factors, plus "error" terms. The information gained about
the interdependencies between observed variables can be used later to reduce the set of
variables in a dataset.
Null Hypothesis: The population correlation matrix is an identity

matrix
1. KMO and Bartletts Test
Bartletts test of sphericity is a test statistic used to examine the hypothesis that the
variables are uncorrelated in the population. In other words, the population correlation

matrix is an identity matrix: each variable correlates perfectly with itself (r=1) but has no
correlation with other variables (r=0).
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling .663

Adequacy.
Bartlett's Test of Approx. Chi-Square 1063.202
Sphericity Df 136
Sig. .000
Since, the value of KMO statistics is .663 (>0.5), thus the null hypothesis is rejected.
Hence there exists some correlation between variables.
Descriptive Statistics
Mean Std. Analysis
Deviation N
Differentiate 1.6667 .94733 105
notsatisfied 4.4571 1.08334 105
competitive 2.0000 .82041 105
investment 3.6667 .47367 105
nottechsavy 3.0000 1.42100 105
businessrelations
4.1905 1.18561 105
hip
musicandvideos 1.6667 .94733 105
notaware 3.6667 .47367 105
adopt 1.6667 .94733 105
moreawareness 4.3333 .47367 105
cost 3.0000 1.42100 105

Component Matrixa
Component
1 2 3
adopt .998 -.013 .008
moreawareness .998 -.013 .008
Differentiate .998 -.013 .008
competitive .858 -.511 .023
investment .489 -.872 .032
musicandvideos -.489 .872 -.032
cost .509 .859 -.024
nottechsavy .509 .859 -.024
notaware .509 .859 -.024
notsatisfied .092 .142 .920
businessrelations
-.327 -.007 .375
hip
Extraction Method: Principal Component
Analysis.
a. 3 components extracted.

Result: As we can see from the scree plot, after the 3rd component number the curve is
gradually trailing off, thus we have considered 3factors. The gradual trailing off is
referred to as scree. Experimental evidence indicates that the point at which the scree
begins denotes the true number of factors.
Structure Matrix
Component
1 2 3
competitive .985 -.093 -.163
adopt .935 .417 -.154
Differentiate .935 .417 -.154
moreawareness .935 .417 -.154
musicandvideos -.772 .578 .127
investment .772 -.578 -.127
cost .163 .995 -.027
nottechsavy .163 .995 -.027
notaware .163 .995 -.027
notsatisfied .067 .138 .902
Businessrelationshi
-.289 -.159 .421
p
Extraction Method: Principal Component Analysis.
Rotation Method: Oblimin with Kaiser
Normalization.
11.Rate these 5 factors (Related to Tablets) in order of their preference from 1 to 5
1. Tablets will enhance standard of living

2. The cost of adoption of Tablets will be high
3. There are risks involved in adopting Tablets
4. Tablets will be very useful
5. There is lack of knowledge for Tablets

ANALYSIS
One Sample t test and mean, median, mode test has been conducted to determine
comparative importance of various factors which influence the attitude of Consumer in
purchasing 3G Services.
Hypothesis: Intrinsic Motivation has no effect on Attitude of an Individual towards

purchasing Tablets.
Motivation 105 2.2000 .75192 .07338
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the
Difference
Lower Upper
Motivation 29.981 104 .452 2.20000 2.0545 2.3455
Here, significance value of .452 which is Greater than 0.01 indicates that Intrinsic
Motivation is dont have effect on Attitude of an Individual towards purchasing Tablets.
Thus Null Hypothesis has been rejected. Also we can see that Intrinsic Motivation has a
mean of 2.2, thus making it a important factor on the scale of 1-5.
Hypothesis 2: Cost of Adoption has no effect on Attitude of an Individual towards

purchasing tablets.


Costofadoption 105 3.0000 .63549 .06202
One-Sample Test
Test Value = 0
Difference
Lower Upper
Costofadoption 48.374 104 .000 3.00000 2.8770 3.1230
Here, significance value of 0.00 which is less than 0.01 indicates that Cost of Adoption is
effect on Attitude of an Individual towards purchasing 3G Services. Thus Null
Hypothesis has been rejected. Also we can see that Cost of Adoption has a mean of 3.00,
thus making it a average factor on the scale of 1-5.
Hypothesis 3: Perceived Risk has no effect on Attitude of an Individual towards

purchasing Tablets.
Risk 105 3.6000 .49225 .04804
One-Sample Test
Test Value = 0
Difference
Lower Upper
Risk 74.940 104 .000 3.60000 3.5047 3.6953

Here, significance value of 0.00 which is less than 0.01 indicates that Perceived Risk is
effect on Attitude of an Individual towards purchasing Tablets. Thus Null Hypothesis has
been rejected. Also we can see that Perceived Risk has a mean of 3.77, thus making it
again an average factor on the scale of 1-5.
Hypothesis 4: Perceived Usefulness has no effect on Attitude of an Individual

towards purchasing Tablets.

Perceived_Usefulness 105 4.4206 .82320 .07334
One-Sample Test
Test Value = 3
99% Confidence Interval of the

Difference
Mean
t Df Sig. (2-tailed) Difference Lower Upper
Perceived_Usefulness 19.372 125 .000 1.42063 1.2288 1.6125
Here, significance value of 0.00 which is less than 0.01 indicates that Perceived
Usefulness is effect on Attitude of an Individual towards purchasing 3G Services. Thus
Null Hypothesis has been rejected. Also we can see that Perceived Usefulness has a mean
of 4.42, thus making it a very important factor on the scale of 1-5
.

Hypothesis 5: Lack of Knowledge has no effect on Attitude of an Individual towards

purchasing Tablets.
LackofKnowledge 105 4.0000 .63549 .06202
One-Sample Test
Test Value = 0
Difference
Lower Upper
LackofKnowledge 64.498 104 .000 4.00000 3.8770 4.1230
Here, significance value of 0.00 which is greater than 0.01 indicates that Lack of
Knowledge has effect on Attitude of an Individual towards purchasing Tablets. Thus Null
Hypothesis has been accepted. Also we can see that Lack of Knowledge has a mean of
4.10, thus making it a poor factor on the scale of 1-5.
12. How much do you willing to pay for Tablets (Rs)?
price
50
40
30
20 price
10
0
<10,0000 10,000-15,000 15,000-20,000 >20,000

The graph shows that lots of respondents are interested to pay around 10,000and 15,000
for the Tablets.
13. Is there enough awareness for Tablets through ?
Chart Title
Print Social Networking sites TV commercials Internet
14%
5%
19%
62%
The above graph depicts lot of scope is their to advertise about tablets in Tv commercials
and Internet .

CHAPTER VI: FINDINGS AND SUGGESTIONS

MAJOR FINDINGS:
1. Target Group will be between age of 20-40 and lots of respondents are willing to
adopt Tablets in one year.
2. People feel that broad band efficiency in India is not sufficient to use Tablets
effectively.
3. Availability, Price and Applications is a major factor for Quicker Diffusion of
Tablets in India.
4. The awareness, various applications and benefits of tablets are important factors
for purchasing of Tablets.
5. Amongst the major factors found (Intrinsic Motivation, Cost of Adoption,
Perceived Risk, Perceived Usefulness, Lack of Knowledge), Perceived Usefulness
and Lack of knowledge is the most important factor effecting an individual
attitude towards purchasing 3G services followed by Intrinsic Motivation.
SUGGESTIONS:
1. Positioning: Companies need to show the benefits when compared to smart phone
and laptop, with respect to features .They can also focus on style, portability and
social factors like status quo in order to diffuse Tablets at faster phase in to
markets.
2. Recent introduction of low priced Akash Tablets in the markets attracted many
and helped in huge initial sales .The other companies can also introduce Low
prices models for further increase of their Tablets sales.
3. Taking advantage of improving 3G Internet service companies can target
customers with Low price data plans, service bundling (integration of service and
data plans) and high speed internet for adoption of Tablets.

4. Noticing fact that vibrant App developers in India are focusing on specific
domestic applications for sections of customers the opportunity can be tapped by
manufactures to reinforce the interest for tablets.
5. The marketers of the companies can adopt strategies which involves content
acquisition (ISPs acquiring Television channels or getting into strategic
partnership with media houses) long term partnerships with tablet manufacturers,
TSPs for their towers infrastructure and content, App developers this enables
them to provide better value to the customers and control end to end ecosystem
of a gadget like Tablet. This is an effective to penetrate into Indian market and
boost the sales of tablets.
6. The companies can direct its Marketing efforts through medium likes Social
media, Internet and effective public relations which would help in better reaching
the Indian netizens which are third highest in world and growing at doublets digits
.
7. Now a days big Indian media houses are providing better access to content online
by creating applications special applications for Tablets. So the manufactures can
tie up with such companies and further make it easier for customer to use.

CHAPTER VII: CONCLUSION

CONCLUSION:
The result shows that there is a promising future for Tablets in India. Perceived
usefulness and Knowledge of Tablets are great concerns for Indian consumers. Also,
prices and availability suc is more important with changing pattern of Disposable
incomes. The outcome of this study would be beneficial to private Electronic Retailers.
The results of the study must be used with caution, as the sample size is relatively small
compared to number of mobile users in India. Further research should be conducted for
secured Tablets.

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Diffusion of Tablets In Indian Markets.

Christ University Institute of Management 1

1.1 BACKGROUND OF THE STUDY:

1.2 STATEMENT OF THE PROBLEM:

To identify various factors such as Awareness, Positioning and Price of tablets,

1.3 OBJECTIVES OF THE STUDY:

As we know India is a typical market and Indian consumer is very difficult to

1.4 RESEARCH METHOD:

Christ University Institute of Management 2

1.5 MAJOR CONCEPTS:

Diffusion of an innovation occurs through a fivestep process. This process is a type of

Christ University Institute of Management 3

Five stages of the adoption process

Christ University Institute of Management 4

Christ University Institute of Management 5

Christ University Institute of Management 6

skeptical about an innovation, have below average social status,

Christ University Institute of Management 7

CHAPTER II: REVIEW OF LITERATURE

Christ University Institute of Management 8

2.1 IMPORTANCE OF REVIEW OF LITERATURE:

Christ University Institute of Management 9

2.2 HOW REVIEW HAS BEEN DONE:

(1.Thomas Tan Tsu Wee, 2004)

Determine the length of time taken by consumers to be aware of new portable

Christ University Institute of Management 10

The adoption of a portable consumer electronics innovation could be explained as a

(2.Health McDonald Deakin university, 2005)

By providing insight into how to increase the innovativeness of a population or

(Jonathan Deacon, Michael Forrester, suzanne Cole., 2007)

Christ University Institute of Management 13

Developing the customers enduring involvement in the product by participation

Christ University Institute of Management 14

(Sheng -Chung Wei, 2007)

Christ University Institute of Management 15

(John H.Roberts, Pamela D. Morrison and Charles J. Nelson, 2010.)

Christ University Institute of Management 16

(Andreas Reinstalle, Bulat Sanditov2, 2009)

Christ University Institute of Management 17

(Ronald Goldsmith and Leisa Reinecke Flynn, 2007)

Christ University Institute of Management 18

(Jyoti Choudrie and yogesh Dwivedi, 2004)

Christ University Institute of Management 19

(Jonathan B. Hartman, Kenneth C. Gehrt, Kittichai Watchraveringkan, 2009)

Christ University Institute of Management 20

(Cathy Hart, Neil Doherty, Fiona Eills- Chadwick, 2005)

Christ University Institute of Management 21

(Glen M.Schmidt, Cheryl T.Druehl, 2006)

Diffusion theory has typically focused on how communication, internal or external to a

Christ University Institute of Management 22

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(Susan M.Lyold, 2004).

(P.W.Turnbull and A.Meenagham, 2006)

Christ University Institute of Management 24

overall cumulative effectiveness of communications. It is suggested that the

Christ University Institute of Management 25

CHAPTER III: RESEARCH METHODOLOGY

Christ University Institute of Management 26

3.2 SAMPLE DESIGN:

Sample size: 105 Respondents from Bangalore and Andhra Pradesh

3.3 MEASUREMENT AND SCALING

Sementic Differential Scaling

Christ University Institute of Management 27

3.4 METHOD OF DATA COLLECTION