Study On Buying Behaviour of Students of Higher Education Towards Smartphones in Berhampur City of Ganjam Odisha

“STUDY ON BUYING BEHAVIOUR OF STUDENTS OF
HIGHER EDUCATION TOWARDS SMARTPHONES IN

BERHAMPUR CITY OF GANJAM, ODISHA”
A dissertation
Submitted to Berhampur University in partial fulfillment for the
award of the degree of
MASTER OF PHILOSOPHY
IN
COMMERCE
Submitted by
SUDHANSU SHEKHAR PANDA
Registration No. - 19941/2010
Roll No. - 23216
Under the supervision and Guidance of

PROF. ASHOK KUMAR MOHANTY
Professor, P.G.Department of Commerce
Berhampur University
P.G. DEPARTMENT OF COMMERCE

BERHAMPUR UNIVERSITY
BHANJA BIHAR, BERHAMPUR-760007
GANJAM, ODISHA, INDIA
2017
1
Prof. Ashok Kumar Mohanty
Professor, Head
Department Of Commerce
Berhampur University
Bhanja Bihar-760007
-----------------------------------------------------------------------------------------
CERTIFICATE
This is to certify that the work embodied in the dissertation entitled

“STUDY ON BUYING BEHAVIOUR OF STUDENTS OF HIGHER
EDUCATION TOWARDS SMARTPHONES IN BERHAMPUR CITY OF
GANJAM, ODISHA” being submitted by Mr. Sudhansu Shekhar Panda in
partial fulfillment of the requirement for the degree of Master of
Philosophy in Commerce of Berhampur University is a record of an
independent research work done by him under my supervision and
guidance. This has not been submitted elsewhere for the award of any
degree or diploma.
DATE: (Prof. Ashok Kumar Mohanty)
PLACE:
2
DECLERETION
I Sudhansu Shekhar Panda do hereby declare that the dissertation

entitled “STUDY ON BUYING BEHAVIOUR OF STUDENTS OF HIGHER
EDUCATION TOWARDS SMART PHONES IN BERHAMPUR CITY OF
GANJAM, ODISHA” was carried out by me under the guidance and
supervision of prof. Ashok Kumar Mohanty, Head & professor, P.G
Department of Commerce, Berhampur University for the award of
Master of Philosophy in Commerce.
This dissertation is the work of my own and has not been

previously submitted for the award of any degree or diploma.
PLACE:
DATE: (SUDHANSU SHEKHAR PANDA)
3
ACKNOWLEDGEMENT
I avail the opportunity to extend my hearty indebtedness to my

guide Prof. Ashok Kumar Mohanty, Head & Professor, P.G.
Department of Commerce, Berhampur University for his inspiring
guidance, supervision and constant encouragement for the execution of
this dissertation in spite of his busy academic schedule. Without his co-
operation this dissertation would not have been completed.
I owe my humble gratitude to Dr. Gouri Sankar Lall and Prof.

Rudra Prasanna Mahapatra of Department of Commerce, Berhampur
University for their valuable suggestion and assistance during the
preparation of this dissertation.
I would like to thank the staff member and scholars of Department

of Commerce, R.P.Padhy Library of Berhampur University, Friends and
the Respondents who directly and indirectly help me during my project
work, whose help is truly valuable.
I am very much thankful to my parents and family members for

their moral support, sincere and constant co-operation and
encouragement, where ever and how ever I need. Finally I am thankful to
my almighty for lots of blessing and love.
PLACE:
DATE: (SUDHANSU SHEKHAR PANDA)
4
TABLE OF CONTENTS
CHAPTER PAGE NO.
1. INTRODUCTION: 01-14
1.1 History of the Smartphone
1.2 The Evolution of Smartphone
1.3 Recent Technological Development in Smartphone
1.4 The Smartphone Market
1.4.1 Android
1.4.2 Iphone
1.4.3 Windows
1.4.4 Blackberry
1.5 State Of Higher Education in India
1.6 State Of Higher Education in Odisha
1.7 Scope of the Study
1.8 Source of Data
1.9 Chapterisation
2. LITERATURE REVIEW: 15-35

2.1 Consumer Behaviour
2.2 Buying Decision Process
2.2.1 Problem Recognisation
2.2.2 Information Research
2.2.3 Evaluation of Alternatives
2.2.4 Purchase Decision
2.2.5 Post Purchase Behaviour
2.3 Characteristics Affecting Consumer Behaviour
2.3.1 Cultural Factor
2.3.2 Social Factors
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2.3.3 Personal Factors
2.3.4 Psychological Factors
2.4 Consumption Habit of Students towards Smartphone
2.5 Smartphone Buying Decision by Students
2.5.1 Price
2.5.2 Brand
2.5.3 Product Feature
2.5.4 Social Influences
2.6 Smartphone Characteristics
2.7 Summary
3. RESEARCH METHODOLOGY: 36-42

3.1 Introduction
3.2 Research Design
3.3 Objective of the Study
3.4 Hypotheses
3.5 Sampling Design
3.5.1 Target Population
3.5.2 Study Design and Period
3.5.3 Sampling Technique
3.5.4 Sampling Size
3.6 Data Collection
3.7 Limitations of the Study
3.8 Summary
4. ANALYSIS: 43-66
4.1 Introduction
4.2 Analysis of Demographic Variables
4.2.1 Gender of the Respondent
4.2.2 Age of the Respondent
4.2.3 Occupational Status of the Father of the Respondent
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4.2.4 Educational Qualification of the Respondent
4.2.5 Monthly Family Income of the Respondent
4.2.6 Type of Smartphone Used by the Respondent
4.2.7 Duration of Use of Smartphone by the Respondent
4.2.8 Reason for the Use of Smartphone by the Respondent
4.2.9 Satisfaction on Smartphone Performance
4.2.10 Amount Willing To Spend on Smartphone
By The Respondent
4.2.11 Mode of Buying Smartphone
4.2.12 Who Buys Smartphone for the Respondent
4.3 Hypotheses Testing
4.3.1 Gender-Using Hours of Smartphone in a Day
4.3.2 Gender-Factors Influencing Purchase of Smartphone
4.3.3 Age-Using Hours of Smartphone in a Day
4.3.4 Age-Factors Influencing Purchase of Smartphone
4.3.5 Education-Using Hours of Smartphone in a Day
4.3.6 Education-Factors Influencing Purchase of Smartphone
4.3.7 Age-Awareness about the Pros and Cons of Using
Smartphone
4.3.8 Gender- Awareness about the Pros and Cons of Using
Smartphone
4.3.9 Education- Awareness about the Pros and Cons of Using
Smartphone
4.4 Summary
5. SUMMARY OF FINDINGS AND CONCLUSION: 67-69

5.1 Summary of Findings and Conclusion
BIBLIOGRAPHY 70-72
ANNEXURE 73-74
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CHAPTER- 1
1.1 HISTORY OF THE SMARTPHONE:
A Smartphone is a high-end mobile phone that offers more advanced computing
ability and connectivity than a contemporary feature phone (i.e. a modern low-end
phone).Combines the functions of a personal digital assistant (PDA) and a mobile
phone. It also serves as portable media players and camera phones with high-
resolution touch screen, GPS navigation, Wi-fi and mobile broadband access. A
Smartphone allows users to download and install third-party applications from
application store. There are lots of applications regarding internet browsing, email,
navigation, social media, listening music, reading news, games, finance, health and
fitness, taking notes, calendar, weather forecast and lots of other things that people can
install in Smartphone. Nowadays, Smartphones usually have high resolution big touch
screens and web browsers that can display standard web pages with mo-bile optimized
pages. Wi-fi and mobile broadband moreover assist in high speed data access in
Smartphone.
1.2 THE EVOLUTION OF SMARTPHONE:
The Smartphone industry has revolutionized into one of the largest and most
competitive markets. The competition within the Smartphone industry is rising with
new Smartphone being introduced and the level of innovative technology breaking
barriers. First Smartphone IBM SIMON Designed in 1992 launched in 1993 contained
a calendar, address book, world clock, calculator, note pad, e-mail client, the ability to
send and receive faxes, and games with no physical buttons, instead customers used
a touch screen. In August 1996, Nokia released the Nokia 9000 Communicator which
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combined a PDA based on the GEOS V3.0 operating system from Gasworks with a
digital cellular phone based on the Nokia 2110. The two devices were fixed together
via a hinge in what became known as a clamshell design.
In 1999, the Japanese firm NTT DoCoMo released the first Smartphone to achieve
mass adoption within a country. These phones ran on i-mode, which provided data
transmission speeds up to 9.6 kb/s. Symbian was the most popular Smartphone OS in
Europe during the middle to late 2000s. Initially, Nokia's Symbian devices were
focused on business, similar to Windows Mobile and BlackBerry devices at the time.
From 2006 onwards, Nokia started producing entertainment-focused Smartphone,
popularized by the N series. In Asia, with the exception of Japan, the trend was
similar to that of Europe.
Smartphone became popular in 2002 when the Blackberry was released. This early
version offered email services, MP3 play, camera and wireless technology as well as
the earlier functions of calculator and calendar. In 2007, Apple Inc. introduced
the iPhone, one of the first Smartphone to use a multi-touch interface. The iPhone was
notable for its use of a large touch screen for direct finger input as its main means of
interaction, instead of a stylus, keyboard, or keypad typical for Smartphone at the
time.
The year 2008 saw the release of the first phone to use Android called the HTC Dream
(also known as the T-Mobile G1). Android is an open-source platform founded
by Andy Rubin and now owned by Google. Although Android's adoption was
relatively slow at first, it started to gain widespread popularity in 2010, and now
dominates the market. These new platforms led to the decline of earlier ones. The
Windows Phone was released in October 2010. Microsoft, for instance, started a new
OS from scratch, called Windows Phone. Nokia abandoned Symbian and partnered
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with MS to use Windows Phone on its Smartphone. Windows Phone then became the
third-most-popular OS. Palm's web OS was bought by Hewlett-Packard and later sold
to LG Electronics for use on LG smart TVs.
BlackBerry Limited, formerly known as Research In Motion, also made a new
platform based on QNX, BlackBerry 10. The capacitive touch screen also had a
knock-on effect on Smartphone form factors. Before 2007 it was common for devices
to have a physical numeric keypad or physical QWERTY keyboard in either a candy
bar or sliding form factor.
1.3 RECENT TECHNOLOGICAL DEVELOPMENT IN SMARTPHONE:
Technological advances have had a tremendous impact on Smartphone. Cell phones
used to able to only make phone calls, send text messages, take pictures and play
snake. The strides in technology now allow a Smartphone the size of your hand to
have all of the capabilities of a computer. In less than a year, the most advanced phone
went from having an 800 MHz twin core processor to a 2.2 GHz octa core processor
(“The Advance of Smartphone Technology”). This allows Smartphone to be smaller
and more powerful with added memory. New features of Smartphone include
augmented reality, built-in projectors and seamless voice control (Poh, 2012).
Augmented reality allows a user to point their phone as if they were taking a picture
and places of interest will pop up on the screen indicating where each place is. This
feature is like a live map that allows you to discover an area with no prior knowledge.
Augmented reality is widely used in apps and is available on the UNH mobile app.
Built- in projectors have been released on phones that are specifically made for
gaming and allows several users to see the screen without huddling around the device.
Seamless voice control is now standard on most Smartphone.
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In 2013, the Fair phone company launched its first "socially ethical" Smartphone at
the London Design Festival to address concerns regarding the sourcing of materials in
the manufacturing. In late 2013, os commenced production of a Smartphone designed
entirely around security, encryption and identity protection. In December 2013, the
world's first curved OLED technology Smartphone was introduced to the retail market
with the sale of the Samsung Galaxy Round and LG G Flex models. Samsung phones
with more bends and folds in the screens were expected in 2014.
In early 2014, Smartphone were beginning to use Quad HD (2K) 2560x1440 on 5.5"
screens with up to 534 PPI on devices such as the LG G3 which is a significant
improvement over Apple's Retina Display. Quad HD is used in advanced televisions
and computer monitors, but with 110 ppi or less on such larger displays. As of 2014,
Wi-fi networks were much used for Smartphone. As Wi-fi becomes more prevalent
and easier to connect to, Wi-fi phone services will start to take off.
Smartphone are increasingly integrated with everyday uses. For instance, credit cards
and mobile payments are integrated into Smartphone where users can send cash
payments through Smartphone applications and saas platforms. Recently, Apple Pay
has picked up 34 new banks to the roster supporting their mobile payment platform,
where merchants are rapidly adopting it. Additionally, recent technological
innovations are causing keys to be fused into the Smartphone, where the Smartphone
act as a digital key and access badge for its users.
Since 2013, water and dust proofing have made their way into mainstream high end
Smartphone instead of specialty models with the Sony Xperia Z continuing through
the Sony Xperia Z3 and with the Samsung Galaxy S5. One problem with Smartphone
cameras is focusing on subject, but the LG G3 has lasers to help focus.
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Some Smartphone can be categorized as high-end point-and-shoot cameras with large
sensors up to 1" with 20 mega pixels and 4K video. Some can store their pictures in
proprietary raw image format, but the Android (operating system) 5.0 lollipop 6.0
marshmallow and 7.0 Nougat serves open source RAW images.
Apple released iphone 6 September 19 2014 and September 25 (in US, UK eg.) iphone
6s year of apple watch (phone/watch) and discontinuing 5c. it launch its 7th edition
which is iphone 7 with stunning features.
The iPhone uses Siri and Android has Ok Google to handle voice commands. This has
revolutionized the way consumers use their phones while driving and allows a user to
control their phone hands free. The Smartphone industry has many competitors. The
top four are currently iPhone, Android, Blackberry and Windows Phone.
In 2016 Flexible Design and New Form Factors is the new technological development
in Smartphone. The undeniable success of Samsung Galaxy S6 Edge and Galaxy Note
Edge tells us a lot about consumer demand for new form factors. LG takes a very
similar approach with their Flex series of mobile phones. Their gentle vertical curve
improves ergonomics of touch screen operation and regular phone calls. Samsung’s
own “Foldable Valley” device should launch early this year, and it is planned to have a
bendable plastic display that is going to open and close like a book. This would allow
users to enjoy benefits of a large screen while simultaneously not compromising when
it comes to portability.
Batteries of such a large capacity can take a very long time to charge, which is exactly
when fast charging technologies such as MediaTek Pump Express Plus and Qualcomm
Quick Charge come into play. These technologies speed up the charging process by up
to 75%.
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LTE-A (or LTE Advanced) is a planned enhancement of the current LTE standard. It
was standardized in March 2011, and it focused on bandwidth improvements, with
peak data rate of 3 Gbps for download and up to 1.5 Gbps for upload. There are
already some compatible devices available on the market, however, the availability of
LTE-A connection is limited mostly to the biggest metropolitan areas in Asian
countries.
Keep in mind that LTE-A isn’t the only wireless network standard of the future. There
is also the 4GX, the XLTE and VoLTE, which stands for Voice over LTE. As the
name would suggest, this technology would allow users to transmit their voice over
LTE network instead of using traditional cell phone networks.
Today, 5.5” screens are considered to be the norm, and we have learned to appreciate
the usefulness of large displays. The year 2016 could mark the mainstream acceptance
of 6” Smartphone. This will largely be caused be technology advancements allowing
manufacturers to make bezels almost non-existent.
1.4THE SMARTPHONE MARKET:
The Smartphone market consist mainly four types of Smartphones. They are playing a
crucial role in the Smartphone market in India; hence they are described as below
1.4.1 Android:
Android is an open-source platform founded in October 2003 by Andy Rubin and
backed by Google, along with major hardware and software developers (such
as Intel, HTC, ARM, Motorola, LG, and Samsung) that form the Open Handset
Alliance. In October 2008, HTC released the HTC Dream, the execution of native
applications and third-party apps which are available via Google Play, which launched
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in October 2008 as Android Market. Android became the best-selling Smartphone
platform.
1.4.2 Iphone:
IOS is a mobile operating system developed by Apple Inc. and distributed exclusively
for Apple hardware. It is the operating system that powers the company's Devices. In
2007, Apple introduced the iPhone, the first device to use iOS and one of the first
Smartphones to use a multi-touch interface. The iPhone was notable for its use of a
large touch screen for direct finger input as its main means of interaction, instead of a
stylus, keyboard, or keypad as typical for Smartphones at the time.
1.4.3 Windows phone:
In 2010, Microsoft unveiled Windows Phone 7 with a User Interface inspired by
Microsoft's "Metro Design Language", to replace Windows Mobile. Windows Phone
7 integrates with Microsoft services such as Microsoft
Skydive, Office, Xbox and Bing, as well as non-Microsoft services such as Face
book, Twitter and Google accounts. This software platform runs the Microsoft
Mobile Smartphones, and has received some positive reception from the technology
press and been praised for its uniqueness and differentiation.
1.4.4 Blackberry:
In 1999, RIM released its first Blackberry devices, providing secure real-time push-
email communications on wireless devices. Services such as Blackberry Messenger
provide the integration of all communications into a single inbox. In September 2012,
RIM announced that the 200 millionth Blackberry Smartphone was shipped. As of
September 2014, there are around 46 million active Blackberry service subscribers.
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Most recently, RIM has undergone a platform transition, changing its name to
Blackberry and making new devices on a new platform named "Blackberry 10."
1.5 STATE OF HIGHER EDUCATION IN INDIA:
Higher education in India is provided by five groups of institutions: Central, state,
private, deemed universities and „Institutions of National Importance‟. There are 52
such institutions. They predominantly consist of the Indian Institutes of Technology,
National Institutes of Technology and prominent medical colleges, including the All
India Institute of Medical Science. There are 46 central universities, 329 state
universities, 205 private universities and 128 deemed universities and 40760 colleges
in the Higher Education sector. So far as the number of universities in states is
concerned, Rajasthan tops the list with 68 universities, followed by Uttar Pradesh (64),
Tamil Nadu (52), etc. in India as listed by the University Grants Commission (UGC),
the apex regulatory body for higher education.
During the academic session 2014-2015, the total enrolment in all courses and levels
in regular stream was 265.85 lakhs including 124.76 lakhs women students,
constituting 46.93%. The maximum number of students had been enrolled in the state
of Uttar Pradesh (43.97 lakhs), followed by Maharashtra (28.60 lakhs), Tamil Nadu
(24.01 lakhs), Rajasthan (16.24 lakhs), etc. The student enrolment in terms of
percentages at various levels had been observed as UG (88.26%), PG (11.09%),
Research (0.67%), Diploma/Certificate (1.57%) and Integrated (0.41%). About
88.37% of all the under-graduate students and 71.09% of all post-graduate students
were in the affiliated colleges while the remaining was in university departments and
their constituent colleges. Out of the total enrolment of students (265.85 lakhs),
37.41% students were in the faculty of Arts, followed by Science 17.59% and
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Commerce/Management 16.39%, thus constituting 71% enrolment in just three
faculties, while the remaining 29.00% enrolment were in professional faculties. This
uneven distribution is an indicator demanding a policy change.
The strength of the teaching faculty in universities and colleges has gone up to 12.61
lakhs as compared to 10.49 lakhs teachers in the previous year. Out of 12.61 lakh
teachers, 84.66% teachers were in colleges and the remaining 15.34% in universities.
The number of research degree Ph.D. awarded during 2013-14 was 22849. Out of this,
the Faculty of Arts had the highest number with 7480 Ph.D. Degrees, followed by the
Faculty of Science with 7018 Ph.D. Degrees. These two faculties together accounted
for 63.45% of the total number. The number of women students enrolled per hundred
men students enrolled at all levels was 88 in the reporting year 2014-2015.
In terms of percentages, the women enrolment has been the highest in Lakshadweep
(71.17%), followed by Goa (60.06%). In absolute numbers, UP had been on the top
with 21.73 lakhs women enrolment, followed by Maharashtra (13.01 lakhs), Tamil
Nadu (12.32 lakhs), etc. The women enrolment had been the highest in the faculty of
Arts (41.70%), followed by Science (18.60%) and Commerce (15.73%), constituting
76.03% in the three faculties, while the remaining 23.97% in all the professional
faculties. The maximum percentage of women enrolment in professional faculties had
been in the faculty of Engineering/Technology (9.88%).
India's higher education system is the third largest in the world, next to the United
States and China. The main governing body at the tertiary level is the University
Grants Commission, which enforces its standards, advises the government, and helps
coordinate between the centre and the state. Accreditation for higher learning is
overseen by 12 autonomous institutions established by the University Grants
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Commission. Some institutions of India, such as the Indian Institutes of
Technology (IITs), National Institute of Technology (NITs), Indian Institutes of
Information Technology (IIITs), Indian Institutes of Management (IIMs), International
Institute of Information Technology (IIIT-H), University of Mumbai and Jawaharlal
Nehru University have been globally acclaimed for their standard of education. The
IITs enrol about 8000 students annually and the alumni have contributed to both the
growth of the private sector and the public sectors of India. However, India still lacks
internationally behind prestigious universities such as Harvard, Cambridge,
and Oxford.
Indian law requires that universities be accredited unless created through an act of
Parliament. Without accreditation, the government notes, "These fake institutions have
no legal entity to call themselves as University/Vishwvidyalaya and to award ‘degree’
which are not treated as valid for academic/employment purposes. Accreditation for
higher learning is overseen by autonomous institutions established by the University
Grants Commission are All India Council for Technical Education (AICTE) Distance
Education Council (DEC) Indian Council of Agricultural Research (ICAR) Bar
Council of India (BCI) National Assessment and Accreditation Council (NAAC)
National Council for Teacher Education (NCTE) Rehabilitation Council of
India (RCI) Medical Council of India (MCI) Pharmacy Council of India (PCI) Indian
Nursing Council (INC) Dental Council of India (DCI) Central Council of
Homeopathy (CCH) Central Council of Indian Medicine (CCIM) Veterinary Council
of India (VCI). The issue of assessing and assuring quality of Indian higher education
is a challenge. Instead of aiming for 'world-class' universities through rankings, policy
framework must improve the processes enable accountability through data collection
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and reporting on parameters of institutional quality. The government should leverage
this tool to improve quality of the overall system.
India's literacy rate is at 74.04%. Kerala is the most literate state in India, with 93.91%
literacy. Bihar is the least literate state in India, with a literacy of 63.82%.
1.6 STATE OF HIGHER EDUCATION IN ODISHA:
Previously a neglected aspect of the state, which was not a focus of the Indian
government, education in Odisha is witnessing a rapid transformation. Its capital
city, Bhubaneswar, is emerging as a knowledge hub in India with several new public
and private universities, including the establishment of an Indian Institute of
Technology after five decades of demand. Odisha has fared reasonably well in terms
of literacy rates. The overall literacy rate according to Census 2011 is 73.5%, which is
marginally behind of the national average of 74.04%.
Children who appear in either the All India Secondary School Examination or the
Odisha High School Certificate Examination have a choice of using Oriya or Hindi or
English as the medium language. However, the Council for the Indian School
Certificate Examinations makes English the mandatory language.
Two years of higher secondary education follow, which is optional. Students, usually
in the 15 to 17 age group, have a choice of specializing in the following streams; Arts,
Science, Commerce.
At this stage, the students get exposed to a wide array of elective subjects. The CBSE
conducts the All India Senior School Certificate Examination and the CISCE conducts
the Indian School Certificate Examinations for students in class XII. There are also
Junior colleges and Degree colleges in the state that offer secondary education for
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class XII children. The Council of Higher Secondary Education, Odisha (CHSE)
conducts the higher secondary level examination for them.
This educational structure in Odisha is referred to commonly as the 10+2 system.
Students who undergo the 10+2 education system are eligible for admission into a
college or university in Odisha, and can also opt for other professional training.
However, admission into the few top institutions in Odisha, particularly in engineering
and medicine, are highly competitive. Students graduating from class XII typically
must qualify in an entrance examination in order to gain admission.
After their higher secondary education students go for higher education in any field
with their respective qualification and interest for subjects. They continue their higher
study in different organizations established in Odisha or elsewhere in India. They can
go for Medicine, Dental, Ayurveda, Homeopathic, Journalism and Mass
Communication, Law, Management, Pharmacy, Science, Technical and Engineering
etc. in a number of universities such as any state or deemed universities in Odisha,
autonomous institutions. The department of higher education of Odisha looks after
education at university, post-graduation, graduate and higher secondary level. It also
provides vocational education in order to prepare the youth for self-employment.the
department also promotes professional courses in government and private sector. The
department further provide grant to a number of specialized and research institutes like
Naba Krushna Choudhury centre for development studies and institute of physics. The
department is looking after effective functioning of six universities Like Utkal
University, Berhampur University, Sambalpur University, North Orissa University,
Fakir Mohan University And Sri Jaganath Sanskrit Viswavidyalaya. There are a total
of 92 government colleges out of which 44 degree and 48 junior colleges. 15
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autonomous colleges, 25 lead colleges and 448 aided colleges operated under the
department of higher education Odisha.
1.7 SCOPE OF THE STUDY:
The Smartphone in 21st century plays an important role for the students of higher
education. Today’s education is truly depends on smart platform as education is
valued globally. Students need to access the whole world in a smarter way to attain
knowledge for their self satisfaction and to be recognised in the society. Hence
Smartphone provide them the opportunity to do so. Smartphone has its own pros and
cons. It helps the students to explore the world; in other hand it can destroy the whole
career of a student. So students of higher education must aware of the available
Smartphone and their use in a prospective way. The scope of this study is aware the
students of higher education in buying of Smartphones. The study is concentrated on
the students of higher education in Berhampur city of Ganjam, Odisha. The present
study on “Study on Buying Behaviour of Students of Higher Education towards
Smartphones in Berhampur City of Ganjam, Odisha” is an attempt to describe the
behaviour of buying a Smartphone aware of the pros and cons of using it.
1.8 SOURCE OF DATA:
The empirical analysis of this study is based on the sources of both primary and
secondary data. Data collected from primary source using questionnaire method,
designed and well framed with a number of closed end questions asked to students of
higher education using Smartphones in Berhampur city of Ganjam, Odisha and from
secondary source like books, journals, publications, research papers, scholarly article
and different websites etc.
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1.9 CHAPTERISATION:
The study on buying behaviour of students of higher education towards Smartphone in
Berhampur city of Ganjam, Odisha is formulated and presented in five chapters.
Chapter-1: (INTRODUCTION) This chapter describes about the history, evaluation
technological developments and the Smartphone market. This also describes the
higher education system in India, in Odisha and in Berhampur. Scope of the present
study is explained in this chapter along with the source of data.
Chapter-2: (LITERATURE REVIEW) This chapter contains various studies about
consumer behaviour, buying decision process, characteristics affecting consumer
behaviour, consumption habit of students towards Smartphone, Smartphone buying
decision by students and Smartphone characteristics.
Chapter-3: (RESEARCH METHODOLOGY) The third chapter describes the research
design, objectives of the study, hypotheses to be tested, sample design which contain
target population, study design, period, sampling technique used for the study, sample
size and data collection methods along with chapter layout.
Chapter-4: (ANALYSIS) This chapter contains the analysis of various factors that
have been collected for analysing buying behaviour of respondents and the formulated
hypotheses are tested using chi-square, t-test, ANOVA.
Chapter-5: (SUMMARY OF FINDINGS AND CONCLUSION) This chapter
describes the findings that have been obtained from the analysis of collected data,
findings from the study and conclusion on the study.
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CHAPTER- 2
2.1 CONSUMER BEHAVIOUR:
Consumer Behaviour is a manner that a consumer display while buying the product or
a service. Each and every consumer has his/her own buying behaviour that he displays
it during purchase of different products. This behaviour displayed by the consumer is
the result of a number of influences which he/she receives from the environment.
These influences can be categorized into four factors viz. Cultural factors, Social
factors, Personal factors and Psychological factors.
Consumer behaviour is a wide range of study about the decision making processes that
a consumer make at the time of making a purchase. According to Kotler et al.2009 p.
224 “Consumer behaviour is the study of how individuals or groups buy, use and
dispose of goods, services, ideas or experience to satisfy their needs or wants.” In the
early stages, consumer behaviour was taken as buyer behaviour that reflects the
interaction between consumers and produces at the time of purchase but now
marketers recognize consumer behaviour as an ongoing process not only what happens
at the time when consumer gives money and gains some goods or services (Salmon,
1996 p 8).
In the eye of marketers, a consumer is known as “a man with a problem” (Bell, 1968 p
433). Therefore a consumer purchase is the response to that problem. The process that
a consumer takes in his decision making is quite interesting to most of the large
companies. They are extremely trying to research the consumer buying process to find
out what consumers buy, where and how they buy, when and why they buy. It is easier
for researchers to find the answers for what, how, where, when and how much
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consumers buy but it is not that much easy to find why they buy. The reason is “the
answers are often locked within the consumer’s head” (Kotler et al. 2008 p 265).
2.2 BUYING DECISION PROCESS:
Usually a buyer passes through five stages to reach his buying decision. First the buyer
notices the difference between his current state and ideal state and recognizes his want
and need for something. A need can also be aroused by external stimuli. He/she starts
searching the information for his/her desired product through different channels like
family, friends, advertisement or mass media. After sufficient information is gathered,
the buyer processes the information to evaluate the alternatives brands in the choice
set. Finally he purchases the product which he assumes to be the best for him. After
purchasing the product, the buyer will take further action to the marketer based on his
satisfaction or dissatisfaction (Kotler et al. 2008 pp 265-271).
2.2.1 PROBLEM RECOGNITION:
Belch and Belch (2009) also discuss how a need isn’t necessarily something that a
person wants but can be something that a person must have in order to facilitate their
way of life. This stage of the model is centred on what drives consumers to start
shopping for products (Workman and Studak, 2006).Problem recognition occurs
whenever the consumer sees a significant difference between his or her current state of
affair and some desired or ideal state. The consumer perceives there is a problem to be
solved, which may be large or small, simple or complex. A person may be tempted to
acquire that product by advertisement or by other social or physical medium, which
triggers the thought about purchasing. Need recognition can occur in several ways.
The quality of person’s actual state can be diminished simply by running out of
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Product, by buying a product that turns out not to satisfy needs adequately, or by
creating new needs. In case of Smartphone, consumers may want to upgrade their
Smartphone to enjoy new features or to buy a Smartphone for their daily work need or
to connect to social network or for his/her social status.
2.2.2 INFORMATION RESEARCH:
Mihart (2012) discuss how information search usually starts with an “internal search”
and a customer will identify products that they are already aware of known as the
evoked set. The “external search” aspect of information search relates to information
obtained from external sources, which can include packaging and marketing
communications. Once the problem has been recognised, consumer will need adequate
information to resolve it. Information search is the process by which the consumer
surveys his or her environment for appropriate data to make a reasonable decision. A
consumer may recognise a need and then search the marketplace for specific
information related to the product. Information sources can be roughly broken down
into two kinds: internal and external. Internal search is the use of own memory band to
assemble the information about the different product alternatives whereas External
search are the information obtained from advertisements, friends etc. There are many
Information sources by which a person can get the information like friends, family,
neighbours, websites, trader, and display in shops, promotions and mass media. In
case of Smartphone Information about the product is collected via many source like,
Friend and family, online review of the product etc.
2.2.3 EVALUATION OF ALTERNATIVES:
According to Belch and Belch (2009) this part of the decision making process refers to
when a customer refers back to the evoked set “to evaluate whether or not another
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product can help solve their problem”. In evaluation of stage, the product the product
alternatives that are considered comprise the individual’s evoked set. Consumers will
improve their own evaluation standard based on the information they acquired in from
information search. Members of the evoked set usually share some characteristics;
they are categorised similarly. The way products are mentally grouped influences
which alternatives will be considered, and some brand are more strongly associated
with these categories than are others. In case of Smartphones; Individual analyse many
alternatives before buying a Smartphone. There are various brand of Smartphone as
well as various price categories which have different features and specifications; the
basis of categorisation for an individual is by price range or by features and brand.
2.2.4 PURCHASE DECISION:
Belch and Belch (2009) describe this point in the process as when a customer makes
up his/her mind on what product his/her wishes to purchase, ultimately this is the „end
goal‟. In the stage of purchase decision, after evaluating the alternatives and selecting
product according to the desire the consumer solves his/her problems and satisfy
his/her needs and buy the product. This purchase decisions is influenced by many
factors like reference groups, acquaintance, friends and family. It’s also possible that if
the consumer has a positive toward any certain brand then the consumer might intend
to buy the product of that brand only.
In case of Smartphones; consumer make their purchase decision by analysing the
newly introduced Smartphone in the market. Consumer rarely buys old models in the
market. Consumer prefers new models because of new technology and new features.
For the consumer who loyal to the brand always goes back to the brand as it satisfy
his/her demand. For example: Apple, Sony and Samsung.
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2.2.5 POST-PURCHASE BEHAVIOUR:
Belch and belch (2009) describe purchase evaluation as the point in the process where
the customer looks to evaluate if the purchase met expectations, exceeded expectations
or left them disappointed. After the purchase of the product, the consumer evaluates
and analyses the product from the using experience and its performance. If
performance does not meet the expectations of the consumer then the consumer gets
disappointed and try to search for way to minimize the dissatisfaction or replace the
product; if the product meets expectations of the, then the consumers is satisfied and
continue using the product happily; if the product go beyond expectations of the
consumer then the consumer is delighted and the chance of repurchase of that product
or the product of that brand will be higher. The consumer will also talk and share
about the product to others positively.
In case of Smartphone; the consumer after buying the Smartphone use it and analyse
its functions and with a proper use they analyse if the product is satisfying their
demand or not. Consumers also rate the Smartphone on the websites and also post
comment about their experience in using the product. If they like it the result is
positive if not they the reviews are negative and this helps the other customers in
buying the products.
2.3 CHARACTERISTICS AFFECTING CONSUMER
BEHAVIOUR:
According to Kotler’s (2003) model, consumer purchases are influenced strongly by
cultural, social, personal and psychological characteristics. Generally speaking,
marketers cannot control such factors, but they must take them into account because
these factors affect how individual consumers react to the different stimuli that firms
26
send out through their communication. The marketer’s task is to understand what
happens in the buyer’s consciousness and the buyer’s decision making process.
Thereby, this section will focus on demonstrating the factors affecting buying
behaviour according to Kotler (2003).
2.3.1 CULTURAL FACTORS:
Cultural factors exert deep influence on consumer behaviour. Culture is the basis for a
person’s wants and behaviour (Kotler, 2003). Culture refers to “a set of values, ideas,
artefacts and other meaning symbols that help individuals communicate, interpret and
evaluate as members of society” (Blackwell, Miniard, and Engel, 2001, p362). It
affects the consumers shaping the attitudes, feelings, biases, and opinions, which
enable marketers to interpret or even predict the reaction of consumers to specific
marketing strategies. Thus, it is vital for firms to be aware of culture, even its trends
and changes. (Baker,2000) and gives rise to new marketing opportunities and threats (
Lancaster and Massingham, 1993).
2.3.2 SOCIAL FACTORS:
A consumer’s behaviour is also influenced by social factors, such as reference group,
family, and social roles and status (Kotler, 2003). Because these social factors can
strongly affect consumer response, firms must take them into account when designing
their marketing strategies. For one thing, reference group has significant influences on
the individual’s product and brand purchases. “Reference group are groups that serve
as direct or indirect points of comparison or reference in forming a person’s attitudes
or behaviour” (Kolter 2003, p196). Indirect or direct reference groups include family,
friends and neighbours. Bearden and Rose (1990) pointed out that reference group not
only lead an individual to new behaviours but also have effect on individual’s attitude
27
and self-concept, which in turn influence actual brand preference and choice.
Therefore, in other words, references lead the market trends (Kotler, 2000).
For another thing, family members can strongly influence buyer behaviour. Kotler
(2003, p179) pointed out that “family influences one’s orientations toward politics and
economics and a sense of personal ambition, self-worth and love”. Even if the buyer
no longer interacts very much with his or her parents, the family can still significantly
influence the buyer’s behaviour. Walters and Paul (1970) suggested that the
importance of the family arises for two reasons: many products are purchased by
multiple consumers acting as a family unit; even when an individual makes purchases,
other members of the family may heavily influence the buying decision of the
individual.
What is more, the person’s position in each group can be defined in terms of both role
and status. A role consists of the activities that people are expected to perform
according to the persons around them, which influence the person’s buying behaviour
(Kotler, 2000). Each role carries a status reflecting the general esteem given to it by
society. People often choose products that show their status in society. For example,
the role of a manager has more statues than the role of student, as a manager, the
person will buy the kind of product that reflects her of his role and status.
2.3.3 PERSONAL FACTORS:
A buyer’s decision is also influenced by personal characteristics such as the buyer’s
age, occupation, economic situation, lifestyle and personality and self-concept
(Rowley, 1997). The age of the buyer is one of the major factors influencing
individual’s purchases (Cole and Siva, 1993). People in the different ages have
different needs. A brand must be understandable to the age group to which the product
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or service is targeted and should be delivered through a medium used by members of
that group (Wells et al, 1992).
On the other hand, a person’s occupation can affect the goods and services bought.
Occupational groups usually have above average interest in the products and services,
which are related to their occupation (Kotler, 2003). Therefore, the marketers need to
consider the right occupational groups as the production and marketing target. A
company can even specialise in making products needed by a given occupational
group. For example, computer software firms will design different products for brand
managers, accountants, engineers, lawyers and doctors.
Moreover, “lifestyle is a person’s pattern of living as expressed in his or her activities,
interests and opinions” (Kotler, 2003, p183). People coming from the same subculture,
social class and occupation may have quite different lifestyles and it can vary
significantly in different countries. By knowing the target consumers’ lifestyle will
help in product development and advertising.
Equally important, economic circumstances greatly affect product choice. Since the
income is not only the consideration factor for the consumption demand, but also the
determinants factor for the preference, companies need to continuously track the
trends of the personal income over the target potential consumers towards the designed
product (Baker, 1996). Therefore, income level is a useful variable to explore the
consumer buying behaviour and brand decision while buying a product.
Different people have distinct personalities that influence their buying behaviours and
certain brand choices (Kolter, 2003). Personality refers to the unique psychological
characteristics that lead to relatively consistent and lasting responses to one’s own
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environment (Kolter, 2003). “It is described in terms of such traits as self-confidence,
dominance, autonomy, deference, sociability, defensiveness, and
adaptability”(Kassarjian, 1981, p410). However, Chisnall (2001) proposed that
personality may influence the decision to buy a certain product type, but not the final
brand choice.
Finally, self-concept is the way a person views himself/herself (Kotler, 2003). In other
words, it is the perceptions that contribute to and reflect their identities: that is, ‘we are
what we are’. Marketers can predict the response of the customer towards the brand
image by analyzing the target consumer’s self concept thereby helping the marketing
mix.
2.3.4 PSYCHOLOGICAL FACTORS:
A number of complex behaviour factors lie in psychological factors including
perception, motivations, attitudes and learning (Kotler, 2003). Firstly, “a motive is a
learned need that is sufficiently pressing to direct the person to seek satisfaction”
(Kotler & Keller, 2006, p184). In other words, it leads consumers to pursue particular
goals because they are socially valued (Buchanan & Hucaynski, 1997). Therefore,
motivation is the condition of being motivated (Walter & Paul, 1970). Thus, Marketers
need to identify what needs the consumer is trying to satisfy. Here we introduce one
motivation theory in order to understand human motivation, which is often used by
marketers.
Maslow’s theory: Maslow (1970) illustrated that people are driven by particular needs
at particular times. The key point is that human needs are arranged in a hierarchy. He
classified the human’s needs to five levels, which are psychological needs, safety
needs, social needs, self-esteem needs and self-actualization. Maslow argues that the
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lower down the needs lie, the more basic they are and the basic physical needs have to
be satisfied, at least to minimum level, before the next level of needs becomes
important. This theory helps marketers understand how various products and brands fit
into the plans, goals and lives of potential consumers.
Secondly, a motivated person is ready to act. How the person acts is influenced by his
or her perception of the situation. “Perception is the process by which an individual
selects, organises and interprets inputs to create a meaningful picture of the world.”
(Bereson and Steiner, 1964, p67). Two people with the same motivation and in the
same situation may act quite differently because they perceive the situation differently.
Thirdly, learning describes changes in an individual’s behaviour arising from
experience (Kotler, 2003). Learning occurs through the interplay of drives, stimuli,
cues, responses and reinforcement. It tells marketers to build up demand for a brand
associating it with strong drives, using motivation cues, and providing positive
reinforcement (Coupey and Nakamoto, 1988).
In addition, belief is a descriptive thought that a person holds about something (Kotler,
2003). People tend to act and response to the product according to their belief towards
the image of target products (Kotler). Therefore, marketers need to do the effort to
communicate a positive belief of a product or brand for the costumers.
2.4 CONSUMPTION HABIT OF STUDENTS TOWARDS
SMARTPHONE:
College students are one of the main users of Smartphones. Their on the go lifestyle is
aided by the mass consumption of Smartphones. Now students can be in contact
immediately, virtually anywhere, through texting, Face book notifications, emails or
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even tweets. Pictures and statuses can be posted while people are still participating in
the event they are posting about. These devices have been widely adopted across all
generations and cell phone plans are now cantered on how much data you need each
month for your Smartphone. Classes are held at wireless stores to help new smart
phone users to learn how to use their new device. Smartphones have all of the
capabilities of laptops and computer on a mobile, compact device and are becoming
more affordable.
According to the Internet education portal Online Colleges, 18-29 year olds use their
Smartphones for real-time information more than any other age group. 75% of college
students use their smart phone during idle time, 74% when commuting and 52% even
use it before they get out of bed in the morning.
Consumers use Smartphones for everything from browsing the internet to doing
business. Phones now come with utilities like flashlights, tip calculators and a digital
level. Smartphones are also widely used for gaming. Graphics on these devices have
improved immensely in the last decade and are expected to get even better. Right now
the most popular app in the Apple App Store is Piano Tiles where players need to hit a
series of black boxes while avoiding white ones. The top app in the Google Play store
is Face book. Social media has been redefined thanks to Smartphones. Apps like
Instagram, whatsapp, hike and Four Square are made for Smartphone users who want
to share a picture of their activities instantly or check in to certain places to let their
friends know where they are.
2.5 SMARTPHONE BUYING DECISION BY STUDENTS:
Students buying decision towards Smartphone is depend upon the following factors.
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2.5.1 PRICE:
Price is one of the most crucial variables not in the Smartphone industry but in all
other business aspects. Price is essential not just for the buyer but the seller as well. It
is the fact that higher the price higher the product quality which would result in higher
the user satisfaction. According to the study of Kupiec and Revell the customer buy
the product with the intent to satisfy his desires. For this phenomenon the customer
paid the price according to his desire. Moreover according to Bettman, Johson, and
Payne (2000) all customers have different priorities and their priorities will be affected
by different situation and diverse factors. Tastes, motivation, needs, status, lifestyle
varies from person to person and this concept is also used while purchasing the
product. Chisnal (1985) .As the result some paid high price to achieve high quality for
their optimum satisfaction and some them not willing to pay high price Monore
(2003). Moreover research revealed that there is the strong relationship between
consumer characteristics and consumer behaviour towards purchasing a product. The
main feature includes quality, price and brand consciousness, recreation and
innovative awareness that can confuse the buyer what to buy and what to leave. (Leo
Bennet and Hartel, 2005). Hence, it is the need of the hour to examine the factors,
which influence consumer’s assessment towards purchasing smart phone. There are
four main variables under research in this study such as brand, features of the product,
price and social influences. In other factors the materialistic behaviour of consumer
also has the impact on buying products. The materlisim concept states that all luxury
items have high value and for high value they paid high price, so the people who
believe in materialism buy luxury items to gain status and self-recognition in the
society. (Tim, 2002), (Yusuf and Abdullah, 2003).
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2.5.2 BRAND:
Brand is the name of uniqueness with respect to name, sign, term, or design or blend
of them, proposed to classify the products or services of one supplier or group of
suppliers to have competitive advantage on others in the market (Keller 2003). When
the new product is launched in the market with the established brand name the chances
of failure of that product would be less and there would be fewer expenses incurred on
marketing of the product. (Martienz and Pina, 2012). Adding more, brand means trust
in the eyes of the customer and customer is trustworthy that quality would not be
compromised. The Intel success story is the example; they are building their brand
name since 1991. Now, with little effort to launch new product they are earning long-
term profits and this is all due to brand name. (Maha and Mac Anthony, 2012) In
customer decision making process brand plays the very important role. While
purchasing the new product customer always go through some decision making steps.
The consumer purchased the specific brand but first gets the information about the
brand and after that sees the product requirement. If the product looks like suitable it
then matches it with the other brand product. After matching the customer decides
which product is too purchase. When the customer buys the same product brand
habitually, the customer past experiences about the particular brand plays the vital role
about the purchasing of the product. (Keller, 2008). Brand name really influenced the
consumer of smart phone. The previous research suggested that the brand image can
increased the confidence of consumer to buy certain brand smart phone. (Maha and
Mac Anthony, 2012).
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2.5.3 PRODUCT FEATURES:
After Brand name the product feature plays the important role. In recent times the
customer craze to buy the smart phone with good features and stylish looks has high
demands. A Frost and (Sullivan 2010) new research revealed that the interest in
advanced features and applications is increasing due to the new service provided by
mobile operator such as internet, media and entertainment. In recent days the
consumer choice of buying smart phone is influenced by the functionality of smart
phone. Functionality in terms of (Oulasvirta et al) states that different phone
characteristics with connectivity of wireless, installation of application programs, a
system of file management, presentation of multi-media programs, camera, picture,
video quality and mobile memory e.t.c. In addition the user of smart-phones spotlight
on classy operational system of mobile phone and high camera resolution function. In
market following smarts phones are very much popular Apple, Samsung, Nokia, Sony,
and Blackberry. (Gowind, 2010). Due to the different specifications of the mobile
phone customers make their choices while comparing one mobile phone features to
another mobile phone. In the same way each operating system has its own unique
features and has personality (Chow et al, 2005). Personal values are influenced by
special features and special attributes of the product. Customer purchased the products
which are based on these special attributes. (Psyarchik and Wicklife, 2001). Based on
value of the combination products are chosen which have special attributes and
features. (Heikii et al 2005) states that among different smart phone brands one brand
have been chosen by customer based on self knowledge and past experiences. The
study further explains that there are three main attributes (feature, fee connection and
price) which has the main role in decision making where as to purchase smart phone.
Study revealed that customer experience and customer importance to features can
35
make them ultimately good decision maker. According to (Jainarian, 2012) customer
makes the comparison of different brands featuring the products considerable
attributes to make their choices well. It is know the fact that customer takes keen
interest on these attributes i.e. the specification of the product with respect to function
and makes the decision of purchasing accordingly. Hence the more product feature
enhances the customer needs and wants to purchase the product.
level the smart phones companies offering different features in one mobile set such as
web browsing, surfing and downloading, email, instant messaging, multimedia
programs, GPS, Wi.Fi games etc. (Goldman, 2010).
2.5.4 SOCIAL INFLUENCES:
There is the famous saying that the man is the social animal and man lives in social
environment. In the environment there are so many social influences by the people and
the environment. Social learning theory portrays that there are some cognitive and
environmental factors which persuade the human learning and behaviour. In social
context the man learned a lot. The social learning theory also explains that people
learn from one another together with an idea, observational learning, modelling and
stimulation. (Abbott, 2007) The evolution of this theory is from behaviourism
however occasionally recognized as social cognitive learning. Moreover, the study
explains that environmental stimulus is based on psychological factors which are
influenced by social learning. The customer while buying smart phone can have the
vital role in decision of purchasing relayed upon the information from family and
friends (Deeb 2012). According to literature the takings off mobile phones specifically
benefit the purchaser and generally benefited the whole community at large. (Harsh,
2011) In other study conducted on young Black berry smart phones users in Indonesia
36
(Heryiati, 2011) explains that some societal influences that is word of mouth attracts
very young users to purchase the specific products and shows the huge interest
towards the brand unique and special features. In other research on students revealed
that the students purchased their first smart phone is due to the influence of friends.
The research in East Malaysia (Norazah, 2013) on students exposed that social and
cultural influence extensively affects students purchasing decision of smart phone.
2.6 SMARTPHONE CHARACTERISTICS:
A Smartphone is a mobile phone that integrates a feature phone and a mobile
computing platform, and the models today even combine functions such as high screen
resolution, digital camera, front camera, media player, sound recorder, connectivity,
hardware sensors, browsing, apps, high-speed data access via Wi-fi, GPS navigation,
and other applications with option to download application through application
market. In its simplest form, a Smartphone is a mobile phone with built-in, add-on
applications and Internet (4G network) access. However, because of its capability to
handle a great amount of applications and functions at the same time - the concept of a
Smartphone slowly transitioned into definitions of a handheld computer.
Some of the important characteristics that attract and induce customers to buy a
Smartphone are explained as
DISPLAY:
The most important thing in a Smartphone is its display. While there are many touch-
screen phones in the market, the screen of a Smartphone just stand apart. It is clearer,
brighter and the text and picture quality just load better. You can see the difference
even with the brightness cracked down to the minimum level. Also with new gorilla
glass technology, the screens are scratch-resistant and unbreakable to a point. It makes
37
your Smartphone amazingly sturdy and there is no fear of dropping it. Say good bye to
the pesky anti-scratch guards as the phones do not generally need one. Also the
screens can be easily cleaned with a soft-cloth. Newly introduced 5.5’ display help to
manage everything as like desktop computers. Most Smartphones provide a much
larger screen than traditional feature phones. While Smartphone screens have been
known to feature resolution as low as 240 by 320 pixels, most new high-end
Smartphones features high-definition resolutions of up to 1080 by 1920 pixels-
commonly knows as full HD. Flexible displays have also entered the Smartphone
market, making it possible to display information on specific areas of the screen by
bending the device while the display is off.
CAMERA AND VIDEO:
Cameras on Smartphones often boast higher resolutions as well as the ability to
capture mobile video. In addition to higher pixel resolutions, high-end Smartphone
cameras feature increased film speed as well as brighter and faster lenses and
advanced noise reduction. Smartphones utilize the display as the viewfinder for the
image and can support image filters, adjustments and custom resolutions. Captured
media can be stored on the device's internal memory, SD cards or uploaded to cloud
storage services such as Flickr, Dropbox and iCloud.
FRONT CAMERA:
Another important feature of Smartphone is the front camera. People love clicking
pictures of them and phone makers have realized that. While many phones come with
front end cameras, those of Smartphones are better. The front camera not just helps
you in video calling but also let's you take couple and group pictures. The app makers
like Instagram have realized the importance of the front camera with the app having
38
gone viral in just a couple of weeks of launch. The front camera let's you keep in touch
with friends and buddies over video calling and at other times lets you click pictures of
yourself. No more half-cropped, shaky images!
CONNECTIVITY:
Smartphones come with multiple messaging and connectivity options. Using
Whatsapp, WeChat, Hike, IMO, Face book, etc, you can stay connected with friends
all over the world for free. You can share not just messages and chat with them but can
even share media files like images and videos. A high-end Wi-fi connection is not
required. The services work well with even a basic 2G connection. Also, unlike basic
feature phones where the message memory gets full, you can store unlimited
conversations on a Smartphone and retrieve them later. You can even create back-ups
of your messages accessing them if needed, at a later date. Smartphones even let you
stay active on social media sites, keeping you connected.
HARDWARE SENSORS:
Hardware sensors help your Smartphone respond intelligently to the physical world.
The accelerometer measures acceleration which can be used to protect hard disks upon
free-fall; it also allows movement to be used as a form of input. GPS sensors
triangulate a Smartphone's location through satellites, cell towers and Wi-fi networks.
Gyroscopes measure the orientation of the device-commonly used to help automatic
display rotation. A magnetometer is used as a directional compass for Smartphones by
measuring the strength of the earth's magnet field. Ambient light sensors, also referred
to as lux meters or ALS, measure how much light is reaching your device and can
adjust your screen's brightness and camera flash settings accordingly.
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WIRELESS DATA ACCESS:
Mobile data networks are provided by wireless carriers for Smartphones. Wireless
Internet access is available over-the-air to Smartphone users with mobile data plans
via 2G, 3G and 4G technologies. Bluetooth, Wi-fi, Infrared and Near Field
Communication sensors make it possible to establish wireless network connections
between devices. Most high-end Smartphones include 4G and NFC. First introduced
in 2013, Li-Fi -- known as Light Fidelity -- represents the fifth generation of high-
speed wireless communication. New high-end Smartphones support Li-Fi, making it
possible to create wireless networks using visible light communication technology.
APPS:
Applications or Apps as they are called form the whole and soul of Smartphones. They
are everything a Smartphone needs. Apps basically make life simple and after using
one you end up wondering how you ever survived without it! Apps do everything from
wake you up in the morning in unique ways (alarm app) to tell you what must you eat
for breakfast (calorie counter and health apps), assist you with notes and work
(evernote), etc, etc all through the day. Dream it and there is an app for it. There are
millions of apps in the Smartphone markets and the dominance of an OS is often
dependant on the number of apps in their market. Android, iOS, Blackberry 10 and
windows 8 are all in the war to improve their market. Apps simply make life easy and
also provide fun and entertainment.
ENTERTAINMENT:
We mentioned apps provide entertainment above. So does your Smartphone.
Smartphones come with amazing HD screens and often even surround sounds to
improve your image viewing and video experience. Movies can be seamlessly watched
40
on your phone. Do not feel like going to the multiplex or the theatre? You can simply
rent and watch a movie on your Smartphone. Apart from movies, Smartphones also
improve a user's music experience. You can listen to music on your phone and also
listen using the advanced headphones for improved quality. Smartphones also support
PDF readers or eBook readers giving users a complete 360 degree entertainment
experience. Bore while commuting to work? Jump into the pages of your favourite
book or simply plug in your headphones and enjoy a movie!
BROWSING:
Smartphones support browsing and internet at fast speeds. You can even convert your
Smartphone to a WiFi hotspot and connect other devices to it. Advent of the
Smartphone has made browsing on the go easier and fun. And browsing is not tedious
or slow as most websites have now converted to the mobile version and have mobile
websites or special apps. Browsing on the mobile is often faster and cleaner as the
sites have lesser clutter and things are more organised keeping in mind the small
screen of a Smartphone.
OFFICE WORK:
A good Smartphone comes pre-loaded with various MSOffice apps and let's you work
right from your phone. You can not just operate word files and excel sheets but if you
have the capacity and the apps, you can even view/edit and create presentations on
your phone. Some Smartphones also come with projectors that let you project your
PPT directly from your phone! Apart from writing and editing docs, Smartphones let
you use the apps and stay connected to people. Sharing files and responding to mails
can be done on the go. In an important meeting with a client when your boss calls
you? Simply forward him a smiley or emotion stating you're busy over the messaging
apps. Smartphones make work simple and easy.
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BATTERY LIFE:
Another characteristic of a Smartphone is a long battery life. With a Smartphone, users
are doing much more than just placing phone calls and texts, so there needs to be a
battery that's powerful enough to support video streaming, Internet browsing, picture
and video taking and more. That's why most Smartphones have enough battery
capacity to last at least a day's worth of general use. The Motorola Droid Razor Maxx
HD, for example, can last up to 32 hours worth of talk time.
2.7 SUMMARY:
Meaning and theories of consumer behaviour explained to have a basic idea about the
buying behaviour of consumers. Every buyer must go through a process to buy a
particular product that process explained as buying decision process in this chapter.
There are many characters that affect consumer behaviour those are explained with
various theories to know the buying behaviour better. Students consume Smartphones
now days rapidly, these help them in their study as well as to entertain their life in
busy study schedule, so it is necessary to know the buying habits of students towards
Smartphone which are explained here. Samrtphones attracts students with its stunning
features. Hence we should know the features that attract students to buy Smartphone
by which we can judge the decision of students to buy Smartphone and also can draw
a result on their buying behaviour towards Smartphone.
42
CHAPTER- 3
3.1 INTRODUCTION:
This chapter identifies how the research was done; its aim is to describe the research
strategy and methods applied in this study and to discuss their suitability within the
context of various research philosophies, models and methodological approaches. This
includes a general overview of the overall research philosophy employed in carrying
out the research, justification of the chosen approach, provision of operational
construct definitions and specification of their indicators, and a discussion of the data
collection and analysis methods.
3.2 RESEARCH DESIGN:
Research design plays ways to systematically solve the research problems. It includes
the overall Research design, the sampling procedure, data collection method and
analysis procedure. In This study Empirical Design is used to identify the buying
behaviour of students of different demographic factors such as age, gender, family
income, and educational qualification with a common factor of higher education
towards Smartphone in Berhampur city of Ganjam, Odisha. The research is designed
in exploratory as well as descriptive approach. It is exploratory in the sense that
Smartphone buying behaviour and using it is a recent phenomenon and very few
studies have been done on it. Descriptive in the sense that the survey is consist of the
students of higher education using Smartphone. The respondents for the present study
are the students of higher education such as intermediate, graduate, post-graduate and
above post-graduate with different demographic characteristics.
43
Berhampur city is the research area for the present study where the use of Smartphone
by the students in higher and this area is selected because of my convenience. Data is
collected for the study using both primary and secondary method. Primarily data
collected using a well framed and administered questionnaire designed to fit for the
student. Data collected by visiting various junior colleges, senior autonomous colleges
and university. Randomly Students asked to fill up the questionnaire when they were
in their college campus. Other studies were collected using secondary sources like
books, research papers, articles, publications, journals and various websites.
3.3 OBJECTIVES OF THE STUDY:
The general objective of this study is to know the buying behaviour of students of
higher education towards Smartphone in Berhampur city of Ganjam, Odisha. The
prime objectives of the study are:
(1) To identify the level of awareness of the respondents on the pros and cons of
using the Smartphone; and
(2) To determine whether there is a significant difference between
preference/perception on the buying and using of Smartphone on the basis of
demographic factors such as gender, age, educational qualification, occupation
and family income etc.
3.4 HYPOTHESES:
The following hypotheses have been formulated on the basis of the above objective for
testing.
H01 Gender of the respondents and their using hours of Smartphone in a day, are
independent on each other.
44
H11 Gender of the respondents and their using hours of Smartphone in a day, are not
H02 There is no significant difference between the factors influencing the purchase of
Smartphone with the perception of male and female respondent of the higher
education.
H12 There is a significant difference between the factors influencing the purchase of
education.
H03 Age group of the respondents and their using hours of Smartphone in a day are
independent to each other.
H13 Age group of the respondents and their using hours of Smartphone in a day are
not independent to each other.
a Smartphone with the perception of different age group higher education students.
H14 There is a significant difference between the factors influencing the purchase of a
Smartphone with the perception of different age group higher education students.
H05 Educational qualification basis of respondents and their using hours of
Smartphone in a day are independent on each other.
H15 Educational qualification basis of respondents and their using hours of
Smartphone in a day are not independent on each other.
a Smartphone with the perception of students having different educational
qualifications.
45
H16 There is a significant difference between the factors influencing the purchase of a
Smartphone with the perception of students having different educational
qualifications.
H07 There is no significant relationship between the age of the respondents and the
awareness about the pros and cons of using Smartphone.
H17 There is a significant relationship between the age of the respondents and the
H08 There is no significant relationship between the gender of the respondents and the
H18 There is a significant relationship between the gender of the respondents and the
H09 There is no significant relationship between the educational qualification of the
respondents and the awareness about the pros and cons of using Smartphone.
H19 There is a significant relationship between the educational qualification of the
respondents and the awareness about the pros and cons of using Smartphone.
3.5 SAMPLING DESIGN:
The sample is designed so as to draw a valid result of analysing the buying behaviour
of students of higher education from the total population. Almost care was taken to
keep in the sample students of higher education buying Smartphone from different
colleges and university in Berhampur city with different age, gender, education,
income, preference for Smartphone etc. to give a true and valid representation of the
population.
46
3.5.1 TARGET POPULATION:
Students of higher education in Berhampur city of Ganjam, Odisha is the targeted
population for the present study of buying behaviour of students of higher education
towards Smartphone. Berhampur is a municipal corporation located on the eastern
coastline of Ganjam district of the Indian state of Odisha in East India, about 169
kilometres (105 mi) south of the state capital Bhubaneswar and 255 kilometres
(158 mi) north of Visakhapatnam in Andhra Pradesh. It is one of the oldest and largest
cities of Odisha. Nicknamed "The Silk City", it is famous for its silk saris, temples and
unique culture. As per the 2011 Census of India (provisional), the population of
Brahmapur is 355,823 (the actual population is much higher than this), of which
185,584 are males and 170,239 are females. The effective literacy rate of Brahmapur
is 90.04%, higher than the national average of 74.04%. Male and female literacy rates
are 93.83% and 85.92%, respectively. 8.2% of the population are children aged 0–6
years. The adult and child sex ratios are 917 and 898 females per 1000 males,
respectively.
Berhampur is a hub of educated in the whole Ganjam district. A number of junior
colleges, degree colleges, one cluster university and one state university are present
here. Student of many districts and states are coming here to get their higher
education, because of many facilities available over here. The digital plat form
influence students of Berhampur to buy and use Smartphone for their daily study and
other requirements.
3.5.2 STUDY DESIGN AND PERIOD:
A cross sectional study was undertaken for a period of near six months from June
2016 to November, 2016.
47
3.5.3 SAMPLING TECHNIQUE:
Data collected primarily using Random sampling technique to avoid all types of bias
from the sample. Samples were coded, classified and analysed with the help of SPSS
(statistical package of social science). The tool used for analysis of primary data were
cross tabulation, descriptive statistics like arithmetic mean, median, chi-square, t-test,
variance etc. Analysis of variance (ANOVA), chi-square and t-test has extensively
been used in the study for testing the hypotheses.
3.5.4 SAMPLING SIZE:
A small sample of 300 respondents were undertaken to analyse the present study.
3.6 DATA COLLECTION:
Data have been collected using both primary and secondary source. Primary data that
was used for the study was collected from the students of higher education. Primary
data was collected using a structured questionnaire that was administered to the
students of higher education using Smartphone. One section of the survey was
designed to gather information on the socio-economic characteristics of the
respondents including, age, education, gender, occupational status of parents and
family income. This information was included to gain insights as to the personal
characteristics of the respondents that influence the Smartphone buying behaviour.
The second section of the survey covered information from the students on using of
which Smartphone, duration of using Smartphone, reason for using Smartphone,
spending over buying a Smartphone, influencing factors for buying Smartphone,. The
next section of the survey asks students about their satisfaction on Smartphone,
medium of buying Smartphone, awareness of using Smartphone. It was formatting to
48
be as realistic to a real life situation as possible. Secondary data was gathered from
journals, magazines, books, research papers, articles, publications and various
websites.
3.7 LIMITATIONS OF THE STUDY:
The study is based on primary data collected from the students of higher education
only through the administration of a structured questionnaire. Hence all the inherent
limitations of primary data are very much present in the study. The study is based on a
small sample of 300 students of higher education of Berhampur city and could not go
beyond because of some restrictions. As such, the findings of the study are expected to
hold good for Berhampur city only and can not be generalise. Further, the time
constraint restricted the scope and coverage of the research work.
3.8 SUMMARY:
The present study was designed empirically to identify the buying behaviour of
students, aims to identify the level of awareness and to determine the preference on
buying and using of Smartphone on the basis of different demographic factors like
age, gender, education etc. To achieve the objectives various hypotheses were
formulated and data were collected using both primary and secondary sources from the
students. Primary data collected randomly using questionnaire method and secondary
data through published books, journal, article etc. Berhampur city was extensively
used to collect data and draw result for the same area. A six month period was taken to
conduct the whole research work.
49
CHAPTER- 4
4.1 INTRODUCTION:
The chapter brings out the analysis and interpretation of the data collected from the
respondents regarding the socio-economic conditions of Smartphone users of the
students in higher education. The overall analysis is split into two parts namely (1)
analysis of demographic variables using percentage analysis and; (2) testing of
hypothesis. Various reasons for opting for Smartphones, their preference have been
classified and analysed with the help of SPSS (Statistical Packages of Social
Sciences). In an attempt to analyse and interpret the results from the collected data,
various statistical tools are used like Mean, Median, Chi-Square Test, t-test and
ANOVA.
4.2 ANALYSIS OF DEMOGRAPHIC VARIABLES
(PERCENTAGE ANALYSIS):
The demographics of the sample have been gained a better understanding of the sample
under investigation. The descriptive statistics has been used in this study reflect
the demographic characteristics of the studied sample. The results are presented
below.
4.2.1 GENDER OF THE RESPONDENT:
Gender is considered to be an important factor while determining the buying
behaviour of students towards Smartphone. The table below describe the gender of
students who buy Smartphone.
50
Table No. 4.1 Gender Wise Classification of the Respondents
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 151 50.3 50.3 50.3
Female 149 49.7 49.7 100.0
Total 300 100.0 100.0
Source: Primary data
Table 4.1 shows the gender wise classification of the respondents buying and using
Smartphone. It is observed from the table that out of a total 300 respondents 151
respondents using Smartphone are male (50.3 %) and 149 respondents are female
(49.7 %). This shows that in Berhampur city both the male and female students of
higher education buying and using Smartphone almost equally.
4.2.2 AGE OF THE RESPONDENT:
Age is an important factor which determines the real and psychological needs in
different stages of life. The use of an electronic device would vary according to the
age of the users. The mobile market is focusing its energy on youth by launching some
features of special interest like ring tones, games, screen savers and e-mail alerts. It is
also found that older generation is not so crazy about mobile phones. The most
important reason may be that most of the mobile content is youth focused and
entertainment oriented.
51
Table No. 4.2 Age Wise Classification of the Respondents
Cumulative
Valid 15 To 17 Years 71 23.7 23.7 23.7
18 To 20 Years 62 20.7 20.7 44.4
21 To 23 Years 115 38.3 38.3 82.7
Above 24 Years 52 17.3 17.3 100.0
Total 300 100.0 100.0
From the above Table 4.2 it is observed that out of 300 respondents 71 (23.7%)
respondents lie between the age groups of 15 to 17 years, followed by 62 respondents
(20.7%) lie between the age group of 18 to 20 years, 115 respondents between the age
group of 21 to 23 years (38.3%) and 52 respondents in the age group of above 24 years
those are prefer to acquire and use Smartphone. This indicates that Smartphones are
being maximum (38.3%) used by the students between the age group of 21 to 23 years
of Berhampur city. Thus, it is identified that young students of the age group Between
21 to 23 acquire and use Smartphones (38.3%) more than anybody else. Next to them
is the age group Between 15 to 17 who are Smartphone users, constitute 23.7% of the
total respondents, and the students between the age group of 24 and above years
acquire and use Smartphones very less (17.3%) out of the total respondents.
52
4.2.3 OCCUPATIONAL STATUS OF THE FATHER OF THE
RESPONDENT:
Occupation of the father of the respondent plays an important for the purchase of
smart phones. It is widely acknowledged as the best documented measure of social
class as it implies the standing of a person in the society. An attempt is made to see if
there is any relationship between occupation of their father and their preference for
smart phones.
Table No. 4.3 Classification of the Occupation of the Father of Respondents
Cumulative
Valid Service 83 27.7 27.7 27.7
Profession 39 13.0 13.0 40.7
Business 131 43.7 43.7 84.3
Other 47 15.7 15.7 100.0
Total 300 100.0 100.0
Table 4.3 shows the possession of Smartphones on the basis of occupation of the
respondents’ father. It is observed from the above table that out of a total of 300
respondents 83 respondent’s fathers are service holder (27.7%), 39 respondent’s
fathers are engaged in profession (13%), 131 respondent’s fathers are doing business
(43.7%) and 47 respondent’s fathers are engaged in other occupation such as labourer,
pedlar, rickshaw puller etc. those children’s are using Smartphone. This indicates that
in Berhampur city the buying and using of Smartphone is maximum (43.7%) among
53
the students whose fathers are doing business and minimum (13%) in the students
whose fathers are engaged in profession. Thus students belonging to business class
parents acquire Smartphone much higher than others class in Berhampur city.
4.2.4 EDUCATIONAL QUALIFICATION OF THE RESPONDENT:
Demographic characteristics are commonly used to segment a market. Education plays
an important role in distinguishing social class. The level of a person‘s education is
commonly used to identify his/her social class standing.
Table No. 4.4 Level of Education of the Respondents
Cumulative
Valid Above P G 75 25.0 25.0 25.0
PG 78 26.0 26.0 51.0
Graduate 74 24.7 24.7 75.7
Intermediate 73 24.3 24.3 100.0
Total 300 100.0 100.0
Table 4.4 shows that out of 300 students 75 students are having above P.G as their
educational qualification (25%) those are acquire and use Smartphones , 78 students
are having P.G as their educational qualification (26%), 74 students are having
Graduation as their educational qualification (24.7%) and 73 students are having
Intermediate as their educational qualification. This indicates that students having all
higher educational degree such as U.G, Graduation, P.G and Above P.G acquire and
54
use Smartphone as much as same on an average 25 %. Thus students in Berhampur
city having any higher educational degree know the need using Smartphone for their
daily study and personal life. Hence Smartphone is necessarily used by all higher
education students in Berhampur city.
4.2.5 MONTHLY FAMILY INCOME OF THE RESPONDENT:
The well being of any family is determined by its level of income. The living
standards of people are commensurate with their income. Smartphones are available at
different prices and people choose their handsets according to their affordability.
Smartphones are available for money and an access to service provider also requires
money. Thus, it is necessary to find out the levels of income of the families of the
respondents who own smart phones.
Table No. 4.5 Level of Monthly Income of the Family of the Respondents
Cumulative
Valid Below 30000 122 40.7 40.7 40.7
30001 To 60000 108 36.0 36.0 76.7
60001 To 90000 50 16.7 16.7 93.3
Above 90000 20 6.7 6.7 100.0
Total 300 100.0 100.0
55
From Table 4.5 it is evident that out of a total of 300 respondents as much as 122
respondent’s family monthly income is below Rs.30000 (40.7%) who are buying and
using Smartphone, 108 respondent’s family monthly income level is between
Rs.30001 to 60000 (36%), 50 respondent’s family monthly income level is between
Rs.60001 to 90000 (16.7%) and 20 respondent’s family monthly incomes is above
Rs.90000 those are acquiring Smartphones. Thus it is obtained from the above table
that families whose income level is below Rs.60000 acquire maximum Smartphones
(76.7%) as compared to families with a higher income level of above Rs.60000 who
acquire Smartphone very marginal (23.3%). Thus, it can be said that in Berhampur
city families with high purchasing power opted for Smartphones less than families
with lesser income.
4.2.6 TYPE OF SMARTPHONE USED BY THE RESPONDENT:
There are several types of Smartphones available in the market. They offer almost
similar features and have similar functions. Why do consumers prefer a particular type
of smart phone? Before analysing the causes for choosing a particular type it is
necessary to find out the frequency of different type of Smartphones used by the
respondents. Generally in the market four types of Smartphones are available among
which the respondents’ choose their best one according to their requirement. The table
below indicate the types of Smartphone used by respondents.
56
Table No. 4.6 Types of Smartphone used by the Respondents
Cumulative
Valid Android 205 68.3 68.3 68.3
Windows 66 22.0 22.0 90.3
Iphone 14 4.7 4.7 95.0
Other 15 5.0 5.0 100.0
Total 300 100.0 100.0
Table 4.6 shows that out of 300 respondents 205 respondents used android
Smartphone (68.3%), 66 respondents used windows Smartphone (22%), 14
respondents used iphone (4.7%) and 15 respondents used other Smartphones (5%)
such as blackberry, java, symbian etc. The table indicates that majority of the
respondents are using android version (68.3%) followed by windows version (22%)
out of the total respondents. Thus in Berhampur city the demand for the use of android
Smartphones is much higher as compared to other types of Smartphone.
4.2.7 DURATION OF USE OF SAMRTPHONE BY THE
RESPONDENT:
The use of Smartphones over a period of years may give an idea as to which
version/type of Smartphones is preferable and suitable. A person may think of buying
a second Smartphone if he is not happy with the first one or if he is enamoured by the
new models, which are fully loaded. The table below show the duration of use of
Smartphone over some period.
57
Table No. 4.7 Duration of usage of Smartphone
Cumulative
Valid Less Than One 81 27.0 27.0 27.0
Year
1 To 2 Years 116 38.7 38.7 65.7
2 To 3 Years 62 20.7 20.7 86.3
Above 3 Years 41 13.7 13.7 100.0
Total 300 100.0 100.0
From the Table 4.7 it is observed that out of 300 students as much as 81 students
(27%) of higher education are the Smartphone user for less than one year, 116 students
use for the period between 1 to2 years (38.7%), 62 students use for a period between 2
to 3 years (20.7%) and 41 students of higher education use Smartphone for above 3
years (13.7%) respectively. this table shows that maximum students of higher
education in Berhampur city use Smartphone for a period of 1 to 2 years (38.7%)
where as a minimum of above 3 years (13.7%). students tends to cast away his old
Smartphone set for a new one when it ceases to be of interest to him, either because of
its outdated model or because of its poor service facility or because of its inaudibility
etc.
4.2.8 REASON FOR THE USE OF SMARTPHONE BY THE
RESPONDENT:
The following table shows reasons for using the Smartphone by the students. The
reasons have been subsumed into four categories in the table.
58
Table No. 4.8 Reasons for using Smartphone
Cumulative
Valid Internet Browsing 131 43.7 43.7 43.7
Call Message 53 17.7 17.7 61.3
Social Media 59 19.7 19.7 81.0
Entertainment 57 19.0 19.0 100.0
Total 300 100.0 100.0
Table 4.8 shows that out of 300 students of higher education 131 students use
Smartphone mainly for the reason of internet browsing (43.7%), 53 students use for
the reason of call and messaging (17.7%). 59 students use for the reason of social
media (19.7%) like face book, whats app, hike, messenger etc. and 57 students use
Smartphone for the reason of entertainment (19%) by the ways of music player,
videos, games etc. Thus it is observed that the majority of students of higher education
in Berhampur city use Smartphone mainly for the reason of internet browsing (43.7%)
and very less for the reason of call and message (17.7%).
4.2.9 SATISFACTION ON SMARTPHONE PERFORMANCE:
Popularity of a Smartphone depends on the satisfaction of consumer. The utility of a
product can be tested by the satisfaction of consumers. One of the aspects of the study
is to find out whether consumers are satisfied or not with the Smartphone that they
have been using.
59
Table No. 4.9 Satisfaction on the Smartphone Performance
Cumulative
Valid Yes 271 90.3 90.3 90.3
No 29 9.7 9.7 100.0
Total 300 100.0 100.0
Table 4.9 shows that out of a total of 300 students of higher education using
Smartphone as much as 271 students are said that they are satisfied with their
Smartphone performance (90.3%) and 29 students said that they are not satisfied with
their Smartphone performance (9.7%). Thus it is clear that the students of higher
education in Berhampur city are buying a perfect Smartphone that gives them full
satisfaction.
4.2.10 AMOUNT WILLING TO SPEND ON SMARTPHONE BY
THE RESPONDENT:
The willing to pay is a most important factor in consumer buying behaviour. The
willing to spend for a featured Smartphone describes the buying behaviour of
students of higher education. The table below shows the amount that students want
to spend for purchasing a Smartphone
60
Table No. 4.10 Amount Willing to Spend for a Smartphone
Cumulative
Valid Less Than 10000 165 55.0 55.0 55.0
10001 To 20000 112 37.3 37.3 92.3
20001 To 30000 10 3.3 3.3 95.7
Above 30000 13 4.3 4.3 100.0
Total 300 100.0 100.0
From Table 4.10 It is revealed that out of a total of 300 respondents 165 respondents
willing to spend less than Rs.10000 for buying a Smartphone (55%), 112
respondents willing to spend between Rs.10001 to 20000 (37.3%) to buy a
Smartphone, 10 respondents willing to spend between Rs.20001 to 30000 to buy a
Smartphone (3.3%) and only 13 respondents willing to spend above Rs.30000 to buy
a Smartphone (4.3%). Thus it is clear that maximum (55%) students of higher
education in Berhampur city willing to spend less than Rs.10000 to buy a
Smartphone and a very less students willing to pay between Rs.20001 to 30000
(3.3%) for a Smartphone. Thus students of higher education intended to get more
from an economic price level.
4.2.11 MODE OF BUYING SMARTPHONE:
How you buy your Smartphones? The mode of buying a Smartphone describes the
buying behaviour of students of higher education as customer always tries to get
maximum benefits from its buying decision. Various modes give various benefits to
61
customers. The table below show the behaviour through using a mode to buy a
Smartphone.
Table No. 4.11 Mode of Buying of Smartphones
Cumulative
Valid Online 157 52.3 52.3 52.3
Offline 88 29.3 29.3 81.7
Depend On Offers 55 18.3 18.3 100.0
Total 300 100.0 100.0
Table 4.11 reveals that 157 students out of 300 students of higher education used
online mode of buying Smartphone (52.3%), 88 students used offline mode of buying
Smartphone (29.3%) and 55 students used both online and offline mode depends
upon the offers available of buying Smartphone. Maximum students used online
mode of buying Smartphone (52.3%) and few of students (18.3%) used modes that
gives them extra offers on buying. Thus students in Berhampur city aware of buying
Smartphone from the mode that gives them maximum benefit and they used online
mode because of many benefits available in online mode such as money back,
discount, return policy etc.
4.2.12 WHO BUYS SMARTPHONE FOR THE RESPONDENT:
It may provide an answer about the preferences of students for it. It is needless to say
that a consumer has no preferences if it is not purchased by him. When a person gets a
Smartphone from someone else it only reflects the preferences of the original buyers
62
and not the users. To know the buying behaviour of student towards Smartphone it
must be known that who purchase Smartphone for them.
Table No. 4.12 Who Buys Smartphones for the Respondent
Cumulative
Valid Self 108 36.0 36.0 36.0
Parents 179 59.7 59.7 95.7
Friends 13 4.3 4.3 100.0
Total 300 100.0 100.0
Table 4.12 shows that 108 students out of 300 students buy Smartphone themselves
(36%), 179 students get Smartphone from their parents (59.7%) and only 13 students
get Smartphones from their friends (4.3%). It is clear from the table that maximum
students get Smartphones purchased by their parents followed by them. This reflects
their preference for a particular type of Smartphone provided they had their clout in
the final selection of phone in Berhampur city.
4.3 HYPOTHESES TESTING:
The hypotheses that are formulated from the objectives are tested to draw a valid result
from the data. Hypotheses were tested using chi-square, t-test and ANOVA.
63
4.3.1 GENDER-USING HOURS OF SMARTPHONE IN A DAY:
H01: Gender of the respondents and their using hours of Smartphone in a day are
Table No. 4.13 Cross Tabulation of Gender and Respondents’ Perception on their
using Hours of Smartphone in a Day (% Age In Bracket)
Their Using Hours Of Smartphone In A Day
Below 5 6 To 10 11 To 15 Above 15
Hours Hours Hours Hours Total
Gender Male 87 58 4 2 151
Female 112 34 1 2 149
Total 199 (66.3) 92 (30.7) 5 (1.7) 4 (1.3) 300
χ2= 0.010748 (calculated value) and 7.815 (critical value), df=3, 5% level of
significance.
Primary source
Table 4.13 depicts the relationship between gender and the using hours of Smartphone
in a day by the respondents using chi-square test. It is seen that mostly 199 out of 300
male and female students of higher education are using the Smartphone below 5 hours
in a day (66.3%) followed by 92 using between. After conducting Chi-Square test it is
observed that at 5% level of significance calculated value of the Chi-Square
(χ2=0.010748) is much less than the critical/table value (χ2=7.815). Thus, the null
hypothesis that gender of the respondents and their using hours of Smartphone in a day
are independent on each other is accepted indicating irrespective of gender, using
hours of Smart phone in a day have its own priority.
64
4.3.2 GENDER-FACTORS INFLUENCING PURCHASE OF
SMARTPHONE:
H02: There is no significant difference between the factors influencing the purchase of
education.
. Table No. 4.14 ANOVA Between the Perception of Male and Female Respondent
of the Higher Education with Respect to the Various Factors Influencing the
Purchase of a Smartphone
Respondent Mean SD F value P value

N
Male 151 1.8411 .73114
Female 149 1.5839 .75427 8,991 .003
Table 4.14 shows the analysis of variance (ANOVA) between the perception of male
and female students of higher education with respect to the various factors influencing
the purchase of a Smartphone. It is observed that at 5% level of significance the P
value (P=0.003) is less than 0.05; hence the null hypothesis is rejected. Thus there
exists a significant difference between male and female respondent of higher
education with respect to the various factors influencing the purchase of a
Smartphone. It is clear that the two categories of respondents have different level of
opinion on the various factors influencing the purchase of a Smartphone.
65
4.3.3 AGE-USING HOURS OF SMARTPHONE IN A DAY:
H03: Age group of the respondents and their using hours of Smartphone in a day are
Table No. 4.15 Cross Tabulation of Age Group And Students’ Perception on Their
using Hours of Smart Phone in a Day (% Age In Bracket)
Their Using Hours Of Smart Phone In A Day
Age 15 To 17 Years 62 (87) 7 0 2 71
18 To 20 Years 40 (65) 20 1 1 62
21 To 23 Years 70 (61) 42 2 1 115
Above 24 Years 27 (52) 23 2 0 52
Total 199 92 5 4 300
χ2= 0.001945 (calculated value) and 16.92 (critical value) df=9, 5% level of
significance
Primary source
Table 4.15 exhibits the relationship between different age group and the using hours of
Smartphone in a day by the respondents using chi-square test. It is seen that majority
of 199 out of 300 students of all the age group use the Smartphone less than 5 hours
in a day (87, 65, 61, 52%) . After conducting the Chi-Square test it is observed that at
5% level of significance the calculated value of the Chi-Square (χ2=0.001945) is much
less than the critical/table value(χ2=16.92). Thus, the null hypothesis that Age group
of the respondents and their using hours of Smartphone in a day are independent on
66
each other is accepted indicating irrespective of age, using hours of Smartphone in a
day have its own priority.
4.3.4 AGE-FACTORS INFLUENCING PURCHASE OF
SMARTPHONE:
a Smartphone with the perception of different age group higher education students.
Table No.4.16 ANOVA Between the Perceptions of Different Age Group of
Higher Education Students With the Factors Influencing the Purchase of a
Smartphone.
P Value
Age Group N Mean Std. Deviation F Value
15 To 17 Years 71 1.4789 .71433 5.614 .001
18 To 20 Years 62 1.7419 .72282
21 To 23 Years 115 1.9043 .76059
Above 24 Years 52 1.5769 .72345
Table 4.16 shows the analysis of variance (ANOVA) between the perceptions of
different age group of higher education students with the factors influencing the
purchase of a Smartphone. It is observed that at 5% level of significance the P value
(0.001) is less than 0.05; hence the null hypothesis is rejected. Thus there exists a
significant difference between different age group students of higher education with
respect to the various factors influencing the purchase of a Smartphone. It is clear that
67
the four categories of age group respondents have different level of opinion on the
various factors influencing the purchase of a Smartphone.
4.3.5 EDUCATION-USING HOURS OF SMARTPHONE IN A DAY:
H05: Educational qualification basis of respondents and their using hours of
Smartphone in a day are independent on each other.
Table No. 4.17 Cross Tabulation of the Educational Qualification of Respondents’
Perception on their using Hours of Smartphone in a Day (% Age In Bracket)
Their using Hours of Smartphone in a Day
Qualification Above P G 38 (51) 33 3 1 75
PG 51 (65) 26 1 0 78
Graduate 52 (70) 21 0 1 74
Intermediate 58 (79) 12 1 2 73
Total 199 92 5 4 300
χ2= 0.016482 (Calculated Value) And 16.92 (Critical Value), df=9, 5% Level Of
Significance
Primary source
Table 4.17 depicts the relationship between different educational qualification and
their using hours of Smartphone in a day by the respondents using chi-square test. It
is seen that majority of 199 out of 300 students of the entire different educational
qualifications group use the Smartphone less than 5 hours in a day (51, 65, 70, 79%).
68
After conducting the Chi-Square test it is observed that at 5% level of significance the
calculated value of the Chi-Square (χ2=0.016482) is much less than the critical/table
value (χ2=16.92). Thus, the null hypothesis is accepted which mean that the
educational qualification basis of respondents and their using hours of Smartphone in a
day are independent on each other.
4.3.6 EDUCATION - FACTORS INFLUENCING PURCHASE OF
SMARTPHONE:
a Smartphone with the perception of students having different educational
qualifications.
Table 4.18
ANOVA Between the Perceptions of Students Having Different Educational
Qualifications with the Factors Influencing the Purchase of a Smartphone.
Educational
Qualifications
Group N Mean Std. Deviation F Value P Value
Above P G 75 1.8000 .85424 3.993 .008
PG 78 1.7949 .69055
Graduate 74 1.7973 .77601
Intermediate 73 1.4521 .62452
Table 4.18 shows the analysis of variance (ANOVA) between the perceptions of
students having different educational qualifications with the factors influencing the
69
purchase of a Smartphone. It is observed that at 5% level of significance the P value
(p=0.008) is less than 0.05; hence the null hypothesis is rejected. Thus there exists a
significant difference between students having different educational qualifications
with respect to the various factors influencing the purchase of a Smartphone. It is
clear that the four categories of educational qualifications group respondents have
different level of opinion on the various factors influencing the purchase of a
Smartphone.
4.3.7 AGE-AWARENESS ABOUT THE PROS AND CONS OF
USING SMARTPHONE:
Awareness is to be in the know of a situation or fact. It is a sign of maturity of a
person. Age plays an important role in understanding things in the right perspective.
People come to know many things as they grow in age. The older one grows the more
mature one become. Awareness of what is happening around us is important for
protecting oneself from any hazardous situation. The following table provides details
about the awareness of the pros and cons of using Smartphone according to the age of
the respondents.
H07: There is no significant relationship between the age of the respondents and the
awareness about the pros and cons of using smart phone.
70
Table No. 4.19 Result of T – Test: Between the Perceptions of Different Age Group
of Higher Education Students with the Awareness about the Pros and Cons of
using Smartphone.
t
P
Std. df
Value
Value Result
Age Group N Mean Deviation
15 To 17 Years 71 1.0704 .25768 23.157 299 .000 S
18 To 20 Years 62 1.0323 .17813
21 To 23 Years 115 1.1130 .31803
Above 24 Years 52 1.0962 .29768
Table 4.19 shows the result of t-test between the perceptions of different age group of
higher education students with the awareness about the pros and cons of using
Smartphone. It is observed that at 5% level of significance the p value (p=0.000) is
much less than 0.05; hence the null hypothesis is rejected. Thus there exists a
significant relationship between the age of the respondents and the awareness about
the pros and cons of using smart phone. It is clear that the awareness about pros and
cons of using Smartphone increase with the increase in their respective age as shown
the table 133 (15-20) respondents and 177 (21-above 24) have awareness about the
pros and cons of using Smartphone.
71
4.3.8 GENDER- AWARENESS ABOUT THE PROS AND CONS OF
USING SMARTPHONE:
H08: There is no significant relationship between the gender of the respondents and the
Table No. 4.20 Result of T – Test: Gender and Awareness about the Pros
and Cons of using Smartphone
t
Gender N Mean Std. Deviation P
df
Value
Value Result
Male 151 1.0861 .28143 12.458 299 .000
S
Female 149 1.0805 .27304
Table 4.20 shows the result of t-test between the gender of students of higher
education and the awareness about the pros and cons of using Smartphone. It is
observed that at 5% level of significance the p value (p=0.000) is much less than 0.05;
hence the null hypothesis is rejected. Thus there exists a significant relationship
between the gender of the respondents and the awareness about the pros and cons of
using smart phone. It is clear that the two different categories of respondents i.e. 151
male and 149 female respondents have awareness about the pros and cons of using
Smartphone.
72
4.3.9 EDUCATION- AWARENESS ABOUT THE PROS AND CONS
OF USING SMARTPHONE:
H09: There is no significant relationship between the educational qualification of the
respondents and the awareness about the pros and cons of using smart phone.
Table No. 4.21 Result of T – Test: Educational Qualification and
Awareness about the Pros and Cons of using Smartphone
Educational Std. t
P
Qualification N Mean Deviation Value df Result
Value
Above P G 75 1.1200 .32715 20.657 299 .000
PG 78 1.1154 .32155
Graduate 74 1.0270 .16327 S
Intermediate 73 1.0685 .25434
Table 4.21 shows the result of t-test between the educational qualification of students
of higher education and the awareness about the pros and cons of using Smartphone.
It is observed that at 5% level of significance the p value (p=0.000) is much less than
0.05; hence the null hypothesis is rejected. Thus there exists a significant relationship
between the educational qualification of the respondents and the awareness about the
pros and cons of using smart phone. It is clear that the awareness on pros and cons of
using Smartphone increase with increase in their educational qualification as 147
(intermediate to Graduate) and 153 (P.G to above P.G) respondents have awareness
about the pros and cons of using Smartphone.
73
CHAPTER- 5
5.1 SUMMARY OF FINDINGS AND CONCLUSION:
The study on buying behaviour of students of higher education towards Smartphone in
Berhampur city of Ganjam district of Odisha deals with the objective to find out the
buying behaviour of students of higher education towards Smartphone with respect to
their demographic factors and the awareness about the pros and cons of using
Smartphone in relation to their gender, age, level of education, occupation of father,
family income etc. The findings of the study are enumerated as below.
From the present study taking 300 students of higher education in Berhampur city it is
found that Smartphone used by almost every student whether male or female equally
such as 50.3% and 49.7% respectively. Young students of the age group between 21 to
23 years acquire and use Smartphones (38.3%) more than anybody else. Next to them
is the age group Between 15 to 17 who are Smartphone users, constitute 23.7% of the
total respondents, and the students between the age group of 24 and above years
acquire and use Smartphones very less (17.3%) out of the total respondents. In
Berhampur city the buying and using of Smartphone is maximum (43.7%) among the
students whose fathers are doing business and minimum (13%) in the students whose
fathers are engaged in profession. Thus students belonging to business class parents
acquire Smartphone much higher than others class in Berhampur city. Students having
any higher educational qualification such as under-graduation, graduation, post-
graduation and above used Smartphone equally on an average of 25%.
74
From the study it is found that student belongs to families whose income level is
below Rs.60000 acquire maximum Smartphones (76.7%) as compared to families with
a higher income level of above Rs.60000 who acquire Smartphone very marginal
(23.3%). Thus, it can be said that in Berhampur city student of high purchasing power
families opted for Smartphones less than families with lesser income. Majority of the
students are using android version Smartphone (68.3%) followed by windows version
(22%) and iphone (4.7%). Thus in Berhampur city the demand for the use of android
Smartphones is much higher as compared to other types of Smartphone such as
iphone, blackberry, and windows etc. Maximum students use Smartphone for a period
of 1 to 2 years (38.7%) consistently and a minimum of above 3 years (13.7%). 17.7%
Students used their Smartphone for call and message, 19.7% used for social media,
19% for entertainment and maximum 43.7% for the reason of internet browsing.
It is observed from the study that about 90.3% students are satisfied with the
performance of their Smartphone which shows that students buying behaviour is so
strong that they buy Smartphone which will give them full satisfaction. Maximum
(55%) students of higher education in Berhampur city are willing to spend less than
Rs.10000 to buy a Smartphone and a very less students are willing to pay between
Rs.20001 to 30000 (3.3%) for a Smartphone (iphone, windows, blackberry) . Students
used online mode of buying Smartphone (52.3%) and few of students (18.3%) used
modes that gives them extra offers on buying. They are aware of buying Smartphone
from the mode that gives them maximum benefit. 36% students purchase Smartphone
by their own where as 59.7% get from their parents and 4.3% from their friends.
75
This study envisages the analysis of relationships between demographic factors of
students such as age, gender and educational qualification and using hours of
Smartphone in a day using chi-square test. It is found from the test that there is no
significant relationship between the gender, age, educational qualification and using
hours of Smartphone in a day by the students. This means the age, gender,
educational qualification has no impact on using of Smartphone, and both are
independent to each other. Thus irrespective of age, gender and education, using
hours of Smartphone in a day have its own priority. Further relationship analysed
between demographic factors of students and factors influencing buying of
Smartphone using ANOVA. It is found that there is a significant relationship between
gender, age, educational qualification and factors influencing buying of Smartphone.
It indicates that age, gender and educational level influence the students to buy their
Smartphone and both are dependent to each other. Thus it is clear that the students of
higher education with different age, gender and educational qualification have
different level of opinion on the various factors influencing the purchase of
Smartphone.
From the analysis of relationship between the gender, age and educational
qualification of the respondents and awareness about the pros and cons of using
Smartphone with the help of t-test it is found that there is a significant relationship
between the awareness about the pros and cons of using Smartphone and gender, age,
educational qualification of the students. It is found that the students are aware about
the pros and cons of using Smartphone with their age, gender and education. As their
age, gender and education grow the awareness about the merit and demerit of using
Smartphone also grow. Students belonging to higher age group and educational
qualification are much aware about the pros and cons of using Smartphone.
76
BIBLIOGRAPHY
BOOKS & JOURNALS:
1. Kothari, C.R. & Garg, Gaurav., Research Methodology, methods and
techniques, new age international publishers, third edition.
2. Upagade, dr. Vijay & Upagade, dr. Arvind., Research Methodology,
S.chand publications, New Delhi, revised edition 2013.
3. Khan, M. , Consumer behaviour, 2ND edition
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(2005).Factors affecting consumer choice of mobile phones: two studies from
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Smartphones. Retrieved 26 November 2014, from
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9. Jainarain, R. (2012). Attributes that influence Generation - Y consumers in
their choice of Smartphone. Gordon Institute of Business Science, 113.
10. Maslow, A., Stephens, D., Heil, G. and Maslow, A. (1998). Maslow on
management. 1st ed. New York: John Wiley.
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Marketing Communications Perspective. New York. Mcgraw-Hill
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Factors-Affecting-Consumer-Behaviour.Htm
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19. Gowind, A. (2010). Mobile Operating System Market. Retrieve October 18,
2013, From Http://Www.Vattal.Com/Mobileoperating-Systems-Market.
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Enhances of Group Integration among US and Korean Consumers.
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79
ANNEXURE
Questionnaire
I Mr.Sudhansu Shekhar Panda pursuing my M.Phil degree in Commerce on the
Dissertation topic “STUDY ON BUYING BEHAVIOUR OF STUDENTS OF HIGHER EDUCATION
TOWARDS SMART PHONES IN BERHAMPUR CITY OF GANJAM, ODISHA”. For the purpose
of my analysis on the above topic I request you kindly put tick mark  in the
appropriate box of the following questionnaires. The observations will be used exploring
for the academic purpose and will be kept confidential including your identity. Hope you
will kind enough to return back the questionnaires to me after filling it.
Thanking you
Sudhansu shekhar panda
1. Name:
2. Gender?
a. Male b. Female
3. Your age?
a. 15-17 b. 18-20 c. 21-23 d. 24 and Above
4. Educational qualification?
a. Above Post Graduation b. Post Graduate
c. Graduate d. Intermediate
5. Occupational status of your father?
a. Service b. Profession c. Business d. Other
6. Monthly Income of family (in rupee)?
a. Below 30,000 b. 30,001-60,000
c. 60,001-90,000 d. Above 90,000
7. Which Smartphone you are using?
a. Android b. windows c. iphone d. Other
8. How long you are using the Smartphone?
a. Less than 1 year b. 1-2 year c. 2-3 year d. above 3 year
80
9. What are the reasons for using the Smartphone?
a. Internet browsing b. Call Message
c. Social media d. Entertainment
10. How much are you willing to pay for a Smartphone (in rupee)?
a. Less than 10000 b. 10001-20000
c. 20001-30000 d. above 30000
11. What factor influences you to buy Smartphone?
a. Brand b. Product feature c. Price d. Peer influence
12. Overall how long time a day you use your phone?
a. Below 5 hours b. 6-10 c. 11-15 d. Above 15 hours
13. Are you satisfied with your Smartphone?
a. Yes b. No
14. Which medium do you prefer for buying Smartphone?
a. Online b. Offline c. Depend on offers
15. Are you aware of Smartphone available in the market?
a. Yes b. No
16. Is Smartphone helps you in your study?
a. Yes b. No c. Can’t say
17. Do you think Smartphone is necessary for you?
a. Yes b. No c. Can’t say
18. Who buys Smartphone for you?
a. Self b. Parents c. Friends
19. Do you aware of the pros & cons of Smartphone?
a. Yes b. No
20. Are you in favour of buying Smartphone?
a. Yes b. No
Signature
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“STUDY ON BUYING BEHAVIOUR OF STUDENTS OF

HIGHER EDUCATION TOWARDS SMARTPHONES IN

Under the supervision and Guidance of

P.G. DEPARTMENT OF COMMERCE

This is to certify that the work embodied in the dissertation entitled

DATE: (Prof. Ashok Kumar Mohanty)

I Sudhansu Shekhar Panda do hereby declare that the dissertation

This dissertation is the work of my own and has not been

DATE: (SUDHANSU SHEKHAR PANDA)

I avail the opportunity to extend my hearty indebtedness to my

I owe my humble gratitude to Dr. Gouri Sankar Lall and Prof.

I would like to thank the staff member and scholars of Department

I am very much thankful to my parents and family members for

DATE: (SUDHANSU SHEKHAR PANDA)

CHAPTER PAGE NO.

2. LITERATURE REVIEW: 15-35

2.5.3 Product Feature

2.5.4 Social Influences

2.6 Smartphone Characteristics

3. RESEARCH METHODOLOGY: 36-42

5. SUMMARY OF FINDINGS AND CONCLUSION: 67-69

1.1 HISTORY OF THE SMARTPHONE:

A Smartphone is a high-end mobile phone that offers more advanced computing

phone).Combines the functions of a personal digital assistant (PDA) and a mobile

Smartphone allows users to download and install third-party applications from

1.2 THE EVOLUTION OF SMARTPHONE:

via a hinge in what became known as a clamshell design.

From 2006 onwards, Nokia started producing entertainment-focused Smartphone,

similar to that of Europe.

interaction, instead of a stylus, keyboard, or keypad typical for Smartphone at the

(also known as the T-Mobile G1). Android is an open-source platform founded

to LG Electronics for use on LG smart TVs.

BlackBerry Limited, formerly known as Research In Motion, also made a new

to have a physical numeric keypad or physical QWERTY keyboard in either a candy

bar or sliding form factor.

1.3 RECENT TECHNOLOGICAL DEVELOPMENT IN SMARTPHONE:

Technological advances have had a tremendous impact on Smartphone. Cell phones

(“The Advance of Smartphone Technology”). This allows Smartphone to be smaller

Seamless voice control is now standard on most Smartphone.

the manufacturing. In late 2013, os commenced production of a Smartphone designed

screens with up to 534 PPI on devices such as the LG G3 which is a significant

improvement over Apple's Retina Display. Quad HD is used in advanced televisions

where merchants are rapidly adopting it. Additionally, recent technological

act as a digital key and access badge for its users.

cameras is focusing on subject, but the LG G3 has lasers to help focus.

marshmallow and 7.0 Nougat serves open source RAW images.

which is iphone 7 with stunning features.

was standardized in March 2011, and it focused on bandwidth improvements, with

LTE-A connection is limited mostly to the biggest metropolitan areas in Asian

LTE network instead of using traditional cell phone networks.

of 6” Smartphone. This will largely be caused be technology advancements allowing

manufacturers to make bezels almost non-existent.

1.4THE SMARTPHONE MARKET:

Android is an open-source platform founded in October 2003 by Andy Rubin and

stylus, keyboard, or keypad as typical for Smartphones at the time.

1.4.3 Windows phone:

In 2010, Microsoft unveiled Windows Phone 7 with a User Interface inspired by