Project Report

On

Analyzing the comparative orientation of Gen Y and Gen Z towards Smartphone

applications and in app advertising.

Submitted In Partial Fulfillment

Of the Requirement

Of Bachelor of Business Administration

Project Guide Submitted By

Dr. Rekha Dahiya Anirudh Gupta

Assistant Professor 41650501716/(2016-2019)

Submitted To:

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

 DECLARATION

I hereby declare that this Final Research Project Report titled “Analyzing the

comparative orientation of Gen Y and Gen Z towards Smartphone

applications and in app advertising” submitted by me to Banarsidas

Chandiwala Institute of Professional Studies, Dwarka is a bona-fide work

undertaken during the period from January 2019to April 2019and has not been

submitted to any other University or Institution for the award of any degree

diploma / certificate or published any time before.

(Signature of the Student) Date: / / 2019

Anirudh Gupta
41650501716
 BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitle “Analysing the
comparative orientation of gen y and gen z towards smartphone
applications and in app advertising ” is the bona-fide research work carried
out by (Anirudh Gupta, # 41650501716 )student of BBA, BCIPS,
Dwarka,New Delhi during January 2019–April 2019, in partial fulfillment of
the requirements for the Degree of Bachelor of Business Administration.

He has worked under my guidance.

--------------------
Name: Dr. Rekha Dahiya
Research Project Guide
Date:

Counter signed by

-------------

Name:
HOD / Director
Date:
 Acknowledgement

It is really a matter of pleasure for me to get an opportunity to thank all the

persons who contributed directly or indirectly for the successful completion of
the project report, Analysing the comparative orientation of gen y and gen z
towards smartphone applications and in app advertising.

I am thankful to my faculty guide Dr. Rekha Dahiya for being a source of

support during this major report project.

Anirudh Gupta

41650501716

(2016-2019)
 Table of Contents

S.No. Title Page No.

1. Chapter 1
 Introduction 1-2

2. Chapter 2
 Research Objectives 3
 Research Questions
3. Chapter 3
 Literature Review 4-5
4. Chapter 4
 Research Design
 Sampling 6-8
 Data collection

5. Chapter 5 9-40
 Data Analysis
6. Chapter 6
 Findings and conclusion 41-43
 Limitations of the study

7. Chapter 7
 Bibliography 44-53
 Annexure
 List of Tables and Charts
S.No. Table and chart Page No.
1 Gender 9
2 Age 10
3 Annual Income 11

4 Do you use Smartphones? 12

5 Which kind of Smartphone Applications do you use? 13-14

(Select maximum 5 Applications).
6 On an average how many Smartphone Applications 15
do you use?
7 For how many hours a day you spend your time 16
using your Smartphone Applications?
8 Please rate the following statement on the
characteristics of Smartphone Applications. (Where
17-22
1 Means strongly agree and 7 Means strongly
disagree).
8.1 I find Smartphone applications useful. 17
8.2 I consider Smartphone Applications are necessary. 18
8.3 I consider Smartphone Applications are effective 19
(Easy to use, Saves times).
8.4 I can communicate better with others via 20
Smartphone Applications.
8.5 Smartphone Applications helps me to pass time. 21
8.6 Smartphone Applications serve as an alternative to 22
the computer applications /software.
9 How often do you check your most preferred 23
installed application?
10 Where do you check your Smartphone applications 24
the most?
11 Please rate the following statement on your
behaviour towards Smartphone Applications.
25-32
(Where 1 means Strongly Agree and 7 Means
Strongly Disagree).
11.1 Checking Smartphone Applications is the first thing 25
in the morning and last thing in the night.
11.2 I check Smartphone Apps while watching 26
Television.
11.3 Many a times I don't open the installed Application 27
after 1st use.
11.4 I share the installed Application with friends/ 28
relatives.
11.5 I feel satisfied after using an Application. 29
11.6 Sometimes I feel addicted towards the Smartphone 30
Application usage.
11.7 I delete an installed Application immediately if it 31
doesn't meet my requirement/ needs.
11.8 I might purchase a premium app or premium version 32
of an app if I find it relevant.
12 Please check the issues you find with Smartphone 33
Applications.
13 Please tick the kind of In-App Advertisement you 34
have been exposed to.
14 Please rate the following statement on the scale of 1- 35-
7 (where 1 = strongly agrees and 7 = strongly
Disagree).
14.1 I pay attention to the In- App advertisements. 35
14.2 I click/tap the In-App advertisement shown to me. 36
14.3 I might purchase a product/service via In- App 37
Advertisement.
14.4 I think the use of In-App Advertisements by 38
companies is a good source of promoting a
product/service.
15 Do you like the idea of In- App Advertisement? 39
16 If yes, which location do you prefer for the ad 40
placement in an Application?
 Executive summary
This project is a comparative analysis of the Gen Y (Who born between 1969-1988) with
Gen Z (who born between 1989 – present) that what are the orientation of both the
generations towards the Smartphone applications and what is their perception about the IN-
App Advertising. The research is conducted by the collection of data i.e. the primary data
through the sample size of 100 respondents belonging to Gen Y and Gen Z. The type of
research is Descriptive research; sampling method used here is Non- Probability Sampling
Method in which two sampling techniques are used wiz, Convenience sampling and
judgment sampling. The data is collected through the questionnaire and the tools used for
analyzing it are Pie charts, Bar graphs, Tables. The findings of this report came out to be that
Gen Z is much more active and oriented towards the Smartphone Application Usage
compared to Gen Y, Out of 100 Respondents 51% are showing the positive attitude towards
the In- App Advertisements. This Study is Limited to the 100 Respondents, the respondents
are the citizen, Residents of India only so this research cannot be used for other countries
Population perception towards Smartphone applications and In- App advertisement.