CONSUMERS PERCEPTION AND

PREFERENCE TOWARDS
SMARTPHONE

BY
DEBAPRIYA DINDA
22PGDM-BHU140

GUIDED BY- PROF. RAHUL GUPTA CHOUDHURY

INTRODUCTION
The global era has witnessed a pervasive
integration of technology into daily life, with
smartphones emerging as a dominant force.
Rapid smartphone proliferation, especially in
India, the world's fastest-growing market, has
attracted major players like Apple and Google.
With 70% of the global population owning
smartphones, the industry faces intense
competition. This research aims to uncover
factors influencing consumer purchase intentions
and delve into diverse mindsets guiding
smartphone choices in the highly competitive
Indian market.
OBJECTIVES
To explore the key factors which motivate consumers to purchase
and use Smart Phones
To know the customer satisfaction level of the smart phones
To find the reason behind usage of smart phone.
RESEARCH
METHODOLOGY
Research Design: Survey Research
Sampling Method: Convenience Sampling
Nature of Data: Primary data as well as secondary data were collected
from journals, websites, book
Type of Questionnaire: Structured questionnaire with suitable scaling
Type of Questions: Closed ended, Likert scale, Ranking questions and
multiple-choice questions
Statistical tools used: factor analysis, correlation, regression, Chi – square
Area of study: Pan India
REVIEW OF LITERATURE
Selling price is not the most important factor that affects smartphone purchasing decision,
whereas the consumers perceive other factors such as design, connectivity, and performance also
important
Social circle influences consumer motivation to use or purchase smartphones.
when buying a smartphone, a consumer sees the brand image more than other factor such as
design, software, display, price and camera etc.And few consumers in Indian market are brand
loyal
Maximum users purchased the Smartphone for work related purpose. The price, performance,
design and quality factors play an important role for smartphone purchase
QUESTIONNAIRE

questionnairehttps://docs.google.com/forms/d/e/1FAIpQLScjZaZ3Ra
BNP51o9YsHLcmtsEvZoEAseuiYw0O3aMs3uWdG6g/viewform?
usp=sf_link