Journal of Positive School Psychology http://journalppw.

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2022, Vol. 6, No. 3, 7472 – 7475

CONSUMERS PERCEPTION AND PREFERENCE TOWARDS

SMARTPHONE
1
V.P.Padma
1
Research scholar in PG & Research Department of Commerce,Government Arts College,
Paramakudi-623701 E-mail: [email protected]
2
Dr. T. KANNAN
2
Research supervisor, Head , PG & Research Department of Commerce, Government Arts College,
Paramakudi -623701 E-mail:[email protected]

ABSTRACT

Smartphone industry has been booming since 1983.Since then, there have been many
large mobile phone companies stepping their foot into the industry. Nowadays people
seem to become dependent towards smart phone due to its convenience, great camera
features, easy applications installations, and more importantly, it can do must of the
computer functions on the go. This research is carried to understand the various factors
which influence the purchase intension of the consumer and also helps to understand the
mindset of different consumer while buying a smart phone. Mobile handsets are primary
essentials for people across the world. The main aim of customer buying behavior is to
meet and satisfy the needs and the wants of the target customers. Both primary and
secondary data were explored. In the current highly competitive mobile phone market,
manufacturers constantly fight to find additional competitive edge and differentiating
elements to persuade consumers to select their brand instead of a competitor’s.

Key words: Smartphone, Brand, consumer perception

Introduction fact that crosses all age and gender boundaries.

Hence, this research explores through
The behavior of consumers towards smart quantitative analysis some of the key factors
phones is increasingly a focus of marketing believed to affect consumer’s attitudes and
research. In particular, consumer behavior in behaviors towards smart phone purchase.
the smart phone industry, from adoption
motivation to post-usage behavior has become Review of Literature
a major focus of research in the field of
marketing. The results of the research confirm Khomh et al. According to them many
that the regulatory focus has an influence on software companies prefer to reuse existing
consumer behavior towards smart phone grown-up software deliver a high quality
purchase decision by affecting their perception, system in short period. One of the best
motivation, and lifestyle. India is one of the examples is of Google who used Linux
fastest growing economies in the world and the operating system into android OS for the
smart phone industry in India is also growing mobiles. This study author has conducted an
very fast. For consumers’ smart phones have experiential study to understand how Android
become essential parts of personal and business adapts the Linux kernel. Using software
life. There is a continuous increase in repositories from Linux and Android, author
disposable income; there has been a major shift assessed the effort needed to reuse and adapt
in the attitude and aspirations of the consumers. the Linux kernel into Android.
This research is to analyze the external and
internal factors which influence a consumer’s Sharma et al. According to them now a
decision in purchasing a smart phone. The day’s advancement in mobile technology has
research also focuses on consumer attitude for become a big challenge in the mobile market
smart phones and the influence brand name has this study discusses different technologies used
on consumer buying decisions. The recent with different mobiles in the market. 0G was
growth of smart phone usage is an observable the first generation with only analog feature i.e.,
only voice call was allowed and no data feature

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7473 Journal of Positive School Psychology

presents different generation of mobile. The 1G Sampling frame: Smartphone users of

was little advance that allowed limited data different age group and different profession in
feature with voice call. 3G was little more Ramanathapuram Dist.
advance than the previous one with voice call,
sms and cellular network features. The 4G Sampling Method: convenience sampling
brought more advance features like streaming
data, broadband and voice. The 5G added Sampling size: 102 respondents
advances features in the previous generation Nature of Data: Primary data as well as
like highspeed broadband and high data rate. secondary data were collected from journals,
Along with advancement in mobile technology, websites, book, and magazine and from
different operating systems were designed to previous research related to smart phone.
support these technologies.
Method of primary – data collection:
Nagarkoti found that customers pay huge Questionnaire.
money in smart phones for latest technology
and for brands. Types of Questionnaire: Structured
questionnaire with suitable scaling.
Liao concluded that when buying a
smartphone, a consumer sees the brand image Types of Questions: Closed ended, Likert
more than other factor such as design, scale, Ranking questions and Multiple - choice
integration of hardware and software, file question.
transfer and display, price of additional,
purchase, price of the phone and camera. Statistical tools used: Factor analysis,
Correlations, Garrett’s ranking analysis.
Malviya et al. found that people in Indore
are buying Smartphones irrespective of its Software used: IBM SPSS statistics 20
prices. He also added that features like brand, package.
social image, technology and durability are
playing major role in buying decisions of Period of study: December 2020 to January
consumers in Indore. 2021.

Mohan conducted a survey and his findings Area of study: Ramanathapuram dist.
were Smartphone is just not only the want of
Significance of the study
customer but a need. Moreover, consumer
perceives brand image while purchasing Significance of the Mobile Phone is very
smartphone and few consumers in India market important to everyone, not even in India but it
are brand loyal. is a worldwide phenomenon. This study has
been conducted to check consumer behavior
Objectives of the study
and their purchase decision towards mobile
1. How the customers use the product? phones. This research is intended to describe
and analyze consumers’ preference between
2. What is the role of the customer in his Samsung, Apple and Oppo brands of
family? Smartphone.

3. To explore the key factors which motivate Results and Discussion

consumers to purchase and use Smart phones
The results obtain from the analysis of the data
4. To find the reason behind usage of smart by using the various statistical tools are
phone. discussed below.

5. To know the customer satisfaction level of Preference towards Smartphone feature

the smart phones.
Table -1
Research Methodology

Research design: Survey research

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V.P.Padma,et. al. 7474

Weighted average on preference smart phone Banking 4654 15.16 5

feature app
Feature Mean square Rank Entertain 5114 16.66 4
Operating 1.53 4 ment app
system
Storage capacity 1.54 3
(memory )
HD Display 1.46 7
Generation 1.57 6
(3G/4G/5G)
Battery life 1.51 2
Camera 1.52 5
resolution
Colour and 1.38 8
design
Processing speed 1
.58 1

From table -1, It is understood that processing Figure 1

speed, battery life, storage capacity, camera
resolution and operating system are consider
most important feature in choosing the smart Source: Primary Data
phone. Generation, HD display and color and
design are considered less important while Interpretation
purchasing smart phone.
Brand name is of great importance. Consumers
The most used mobile application buys product, taking in brand name in mind.
Here we analysis that 25% of consumers are
The table-2 shows the Garrett’s ranking for using Samsung and 20% of consumers are
most used mobile application by customers. having apple and oppo.
Social application is the most used application
by respondent follow by education app. The
third, fourth, fifth most used application is
shopping app, entertainment application and
banking application respectively. The least
used apps are travel application and
government app.

Garrett’s ranking for most used application by

customers

Apps Total Average Rank

Figure - 2
score score
Shopping 5337 17.50 3 Source: Primary Data
app
Governm 4310 14.04 7 Interpretation
ent app
Educatio 5375 17.51 2 In today’s life brand name influences the buyer
nal app decision while purchasing mobile phones.
Travel 4563 14.86 6 Through this analysis we interpret that 76% of
app consumers agree with this statement while 24%
Social 6151 20.03 1 of them disagree with this statement.
app Satisfaction Graph

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7475 Journal of Positive School Psychology

The overall results proved that the respondents

have perceived Smartphone in a positive
manner. The study shows that the product
features like camera, battery life, processing
speed are the most important factors in
purchase decision. Further product feature,
price, peer group and brand image are the key
influencing factors to buy the Smartphone.
Though the price of Smartphone is high the
customers are ready to pay and afford it for their
Interpretation social need. From this study it is clear that the
Smartphone has become an essential part of life
81% of consumers are satisfied with their and it made life easier.
mobile phones. While only 10% of consumers
are dissatisfied with their current mobile References
phones.
Mohd Azam Osman, Abdullah Zawawi Talib,
Recommendations Zainal Abiding Samusi, Tan Shiang-yen and
Abdullah sani Alwi,” Trend of smartphones and
Based on the findings of the study, the its Usage Behavior in Malaysia”. International
following recommendations are given to Journal on new computer Architectures,
manufactures and marketers of Smartphone. Vol.2.No.1.pp.275-286,2012

⮚ From the study it is found that the four Bishal Nagarkoti, “Factors influencing
key factors which influence the usage and Consumer Behaviour of smartphone User “,
purchase decision of Smartphone are product, Master thesis, Department of International
price, peer groups and brand image. So the Business, Arcada University of Applied
manufacturers and marketers can focus on these Sciences.pp.1-42,2009
factors when they design and promote the
products. S.K.Kaushal and Rakesh Kumar, “ Consumers
Reaction Towards Smartphones- An
● From the study it is found that exploratory study University of Lucknow”,
customers are more interested in product BVIMSR’s Journal of Management Research,
features like processing speed, camera and vol.7,No.2, PP.1-42,2009
battery life so the manufactures can concentrate
more on it while designing Smartphone. Y.J.Liao,”Consumer Behaviour on
● The period of warranty and guaranty of smartphonoe”, Master Thesis, Department of
Smartphone can be increased Business Administation, Waseda University,pp
● As peer group is an important factor in 1-45,2012.
purchase decision of smart phone, ‘word of
mouth’ is a best way to promote Smartphone
● The Smartphone manufactures can
reduce the build in application storage space
because the customers are interested more to
have a personalized app
● Smartphone marketers can increase the
brand loyalty among Smartphone users by
offering discounts if they buy their brand
second time

⮚ The companies can target more on the

youth population as they are the one who uses
smartphone the most

Conclusions

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