To understand the behaviour of youth, age 17 to 24, towards the selection of smart phone brand. Examine the way young people related to functionality of smart phone.

1. Presented by
Maitri Goswami
Ghanshyam Patel
PGDM 2014-16
JAIPURIA INSTITUTE OF
MANAGEMENT, JAIPUR

2. Increasing the demand of smart phone
To remove the confusion regarding the brand selection of smart
phone
To find out the brand preferred by the youth
Requirement of youth regarding the smart phone
Companies know that what are the USP of their competitor
Perception of the youth changes according to the area

3. A Smartphone is a mobile phone which performs many of the functions of a computer
with an operating system.
Smartphone typically include the features like,
personal digital assistant
 digital camera
 media player
 GPS navigation unit
 Touch screen
 web browsing
 Wi-Fi
 apps
motion sensors
mobile payment mechanisms

5.  To understand the behavior of youth, age 17 to 24, towards the selection
of smart phone brand.
 Examine the way young people related to functionality of smart phone.
 To know their triggers for purchase and influencers at the time of
purchase.
 Investigate youth awareness with regards to the recent launches of smart
phone in the market.
 Understand the youth priority to purchase smart phone.

6. Based on
Ranking
Based on Score
Analytical
hierarchy process

7. SYSTEMATIC PROCEDURE FOR REPRESENTING ELEMENTS OF A HIERARCHY
SUPPORTS EXECUTIVE DECISIONS, APPLIES KNOWLEDGE, DERIVES PRIORITIES AND
RANKS ALTERNATIVES
DEALS WITH QUANTIFIABLE AND INTANGIBLE CRITERIA
NO GUESS INVOLVED AND JUDGMENTS CAN BE MADE IN A VERBAL MODE
 BASIC ASSUMPTION : FUNCTIONAL INDEPENDENCE OF AN UPPER CLUSTER FROM
ALL IT’S LOWER PARTS IN THE HIERARCHY

8. Choice
Ranking
Prioritization
Resource allocation
Benchmarking
Quality management
Conflict resolution
Total quality management
Re-engineering

9. Literature
Review
Survey (Primary
Data)
Online
OfflineAHP
Pair wise comparison
matrix
C.R <
0.1
NO
Calculations and Result
YES

10. Brand
Name
Operating
System
Available
Software
Features Cost
Hardware
& Design
Network &
Technology

11. SCORE ASSUMPTIONS
1 Extremely Unimportant
2 Unimportant
3 Moderately Unimportant
4 Neither Important Nor Unimportant
5 Moderately Important
6 Important
7 Extremely Important
SCORE ASSUMPTIONS
1 Extremely Unimportant
2 Unimportant
3 Moderately Unimportant
4 Neither Important Nor Unimportant
5 Moderately Important
6 Important
7 Extremely Important

12. » Decision Making is choosing among alternatives to attain
specific objectives.
# PROBLEM SOLVING PROCESS #
Define
The
Problem
Evaluate
Solution
Implement
Solution
Decide
Course of
Action
Generate
Solutions

13. Selection
of best
mobile
brand
Brand
name
Micromax
Nokia
Samsung
Lava
Lenovo
Karbonn
Sony
Gionee
Motorola
Operating
System
Micromax
Nokia
Samsung
Lava
Lenovo
Karbonn
Sony
Gionee
Motorola
Hardwar
and
design
Micromax
Nokia
Samsung
Lava
Lenovo
Karbonn
Sony
Gionee
Motorola
Cost
Micromax
Nokia
Samsung
Lava
Lenovo
Karbonn
Sony
Gionee
Motorola
Features
Micromax
Nokia
Samsung
Lava
Lenovo
Karbonn
Sony
Gionee
Motorola
Available
Software
Micromax
Nokia
Samsung
Lava
Lenovo
Karbonn
Sony
Gionee
Motorola
Network
Technolog
y
Micromax
Nokia
Samsung
Lava
Lenovo
Karbonn
Sony
Gionee
Motorola
Overall Goal
CRITERIA
DECISION
ALTERNATIVE
S:

14. 1)SAMPLE SIZE —600 RESPONDENTS
2) SAMPLE UNIT - DIFFERENT USERS OF SMART PHONE AGE GROUP (17-24)
3) SAMPLING AREA – JAIPUR & GUJARAT
4) SAMPLING TECHNIQUE - RANDOM SAMPLING TECHNIQUE

15. Offline Survey
Online Survey
Offline Survey
Online Survey

16. 0.00000
0.02000
0.04000
0.06000
0.08000
0.10000
0.12000
0.14000
0.16000
0.18000
Brand
name
OS COST A.S. H & D Feature N & T
Gujarat
Rajasthan
Criteria Gujarat Rajasthan
Brand name 0.12731 0.11734
OS 0.12309 0.12900
COST 0.13532 0.13835
A.S. 0.14543 0.15125
H & D 0.16380 0.15636
Feature 0.14415 0.15020
N & T 0.16089 0.15749

17. 0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
Brand
name
O.S. COST A.S. H & D Feature N&T
Lenovo
Micromax
karbonn
lava
Motoroal
Nokia
Sony
Samsung
Gionee
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
Brand
name
O.S. COST A.S. H & D Feature N&T
Samsung
Micromax
karbonn
lava
Motoroal
Nokia
Sony
Gionee
Lenovo
At Gujarat At Rajasthan

18. 0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
Rajasthan
Gujarat

19. At Gujarat
1.Gionee
2.Nokia
At Rajasthan
1.Samsung
2.Nokia
Rajasthan Gujarat
Lenovo 0.100259853 0.11315681
Micromax 0.106251857 0.09947018
karbonn 0.108758373 0.10933002
lava 0.113772219 0.11250850
Motoroal 0.110577741 0.11005071
Nokia 0.114020098 0.11602122
Sony 0.111161479 0.11528048
Samsung 0.115301159 0.09696404
Gionee 0.111661099 0.119397200
0.02
0.04
0.06
0.08
0.1
0.12
0.14
Lenovo Micromax karbonn lava Motoroal Nokia Sony Samsung Gionee
Rajasthan
Gujarat

20.  The analytical hierarchy process uses scientific proof for evaluation of different
criteria.
 It differs from conventional decision analysis methodologies by not requiring
users to make numerical guesses.
 Limitation: cannot be used where decision problems cannot be structured
hierarchically.
 In spite of these limitations, ahp is by far the most commonly used multi criteria
decision making model since its formulation by saaty and kearns in 1985.
hence, using ahp we conclude that, considering the following criteria – brand
name, cost, operating system, available software, hardware & design, operating
system, features; SAMSUNG is the best brand for youth in JAIPUR while GIONEE in
GUJARAT