This is a research report on Consumer Buying Behavior for a Smart Phone: A study on young generation in Kolkata I am bba final year student and this is my final year project I hope it can help you all Thank you...

1. Submitted by :
SUSHANKA MALAKAR
Roll no. 19405015044
Registration no. 151942010044
of 2015-16
Mentor: prof. Aparajita Roy

2. The study of how people
make decision about what
they buy, want, need or act
in regards to a product,
service or company

4. Problem recognition
• The consumer identifies that he has
an unsatisfied need to be satisfied.
• As an example, a new phone
release, current mobile phone is not
operatingwell, not satisfied with
current mobile phone, or just wants
a new mobile.
Information search
• This is where the consumer starts
searching information about the
products that can satisfy his
satisfied need.
• Internal Search: --- Memory
• External Search: --- Friends and
Relatives. A successful information
search leaves a buyer with
possible alternatives, the evoked
set.
• example who wanted to buy a
smartphone would gather
information about smartphone
brands such as Nokia, Samsung,
Xiaomi, Apple etc. .

5. Evaluation of alternatives
• This is where the customer evaluate
products based on chosen criteria
such as performance, durability,
price, after sale services and
quality on competitive basis.
• example who gathered information
about smartphone brands such as
Nokia, Samsung, Xiaomi, Apple
will now evaluate the product in
terms of price, durability, speed,
and performance.
Purchase decision
• Choose buying alternative, includes
product, package, store, method of
purchase etc.
• example after the evaluation of
many brands of smartphone that
person decides to purchase a
Samsung mobile due to the high
performance rate.

6. Purchase
• May differ from decision, time
lapse between purchase decision
and the actual purchase, product
availability.
• This is where the customer make the
final choice and ends up
effectively purchasing the product.
Post purchase evaluation
• Positive post purchase behavior
• This is where the consumer holds a
positive feedback about the product
and happy with the product quality.
• example if the person is happy with
the performance of the Samsung he
will recommend his fellow friends to
purchase a Samsung and will be
brand loyal by purchasing more of
Samsung products.
• Negative post purchase behavior
• This is where the customer is
dissatisfied with the product and
holds a negative feedback about the
product.
• If the person who purchased the
Samsung is not happy with the phone
he will persuade his friends not to
buy a Samsung as his experience
about Samsung is negative.

7. To study the buying motive of the customer regarding purchasing a
Smart Phone.
To study what are the factors which influence and eventually
motivate the customer to buy a smart phone in the Indian market.
To study how social media affect the purchasing behavior of a
customer.
To study what are the functions frequently used on a smart phone.
To study what is the mostly used smartphone brand by the
consumers in India.

8.  Sample size: 200 Questionnaires were distributed among the
respondents on the basis of convenient sampling for
the purpose of the research. Around 165 filled in
questionnaires were received out of which 154 were
usable for the study.
 Sources of data: For this study primary data and secondary data were
used.
 Sample Profile: Age group of 18 years to 30 years
 Place of survey: Survey was conducted on Kolkata

9. • The study restricted only on Kolkata city.
• Time constrain being one of the major limitation.
• 154 people cannot be representative of the entire population of
Kolkata. Also, the sample group is focused on age category of 18 -
30 years. Hence, the survey results are not possible to generalize as
the sample does not represent all age category that uses
smartphone.
• The findings are based only on information given by the respondents.
The opinion given by the respondent may be biased.

10. 1. Age group of the respondents.
91%
9%
Age
18-24 Years
25-30 Years
2. Gender of the respondents
67%
33%
Gender
Male
Female
Majority of the
respondents are between
the age group of 18
years to 24 years
Majority of the
respondents are Male
DATA ANALYSIS

11. 3. Occupation of the respondents
13%
86%
1%
Employed
Student
Homemaker
4. Monthly income of the respondents
27%
18%
1%
54%
Below Rs. 15,000
Rs. 15,001 to Rs.
30,000
Rs. 30,001 to Rs.
45,000
Not applicable
Majority of the
respondents are Student.
Majority of the
respondents have no
income

12. 5. How many Smartphone a respondent have
66%
28%
3% 3%
1 Smartphone
2 Smartphone
3 Smartphone
4 Smartphone
6. Name of the brands which a respondent is currently using
6
44 49
14 14 16 14
No.ofrespondents
Name of the brands
Majority of the
respondents have 1
Smartphone.
Majority of the
respondents have
Xiaomi.

13. 7. Price range of the Smartphone respondents have
24%
62%
9% 5%
Less than Rs. 10,000
Rs. 10,001 to Rs.
20,000
Rs. 20,001 to Rs.
30,000
More than Rs.
30,000
8. Satisfactory level of the current Smartphone brand which respondent have
60
75
15
3 1
Highly
satisfied
Satisfied Moderately
Satisfied
Dissatisfied Highly
dissatisfied
No.ofrespondents
Satisfactory Level
Majority of the
respondent’s phone’s
price is between less Rs.
10,001 to Rs. 20,000.
Majority of the
respondent’s are
satisfied with their
current Smart phone
brand.

14. 9. Reason behind choosing respondent’s current Smart Phone
102
47
16
13
26
7
19
2
0 100 200
Better features
Catchy and attractive…
I have been using this…
It was a gift
No. of respondents
Reasons
10. Smartphone brand respondent previously owned
17 14
63
4 2
23
6 6
19
No.ofrespondents
Name of the brands
Majority of the
respondent said better
features for choosing
their current smart phone.
Majority of the
respondents had
Samsung.

15. 11. How often respondent change their Smartphone
7%
38%
36%
19%
Less than 1 year
1 year to 2 year
2 year to 3 year
More than 3 year
12. Source for obtaining information at the time of purchasing respondents’
current Smartphone
55
36
59
65
22
17
0 20 40 60 80
Peers/ Family
Mobile phone retail store
Social media (Facebook,…
Mobile phone website
Magazine or news paper
T.V. advertisement
No. of respondents
Source
Majority of the
respondent change their
smart phone in 1 year to
2 year.
Majority of the
respondent said from
the Mobile phone
website they obtain the
information at the time
of purchasing their
current smart phone.

16. 13. Level of influence that social media had when respondents
purchased their Smartphone
17%
26%
26%
17%
14% Extremely influential
Very influential
Moderately influential
Slightly influential
Not at all influential
14. Source of influence at the time of purchasing new Smartphone
22
50
3 1
78
Family Friends Relatives Spouse Self
No.ofrespondent
Influenced by
Majority of the
respondent’s are Very
influenced as well as
moderately influenced by
the social media at the
time of purchasing their
smart phone.
Majority of the
respondent’s are Self-
motivated at the time of
purchasing new smart
phone

17. 15. Ranking of the Smartphone’s features by the respondents
0 200
Cost
Design
Camera quality
Battery performance
Status symbol
Sound quality
Processor
RAM
Storage capacity
Brand name
After sale service
No. of respondents
Particulars
Not at all
important
Slightly
important
Moderately
important
Very
important
Extremely
important
Majority of the respondent’s said
Extremely important in respect of
Cost, Very important in respect of
Design, Extremely important in
respect of Camera quality
Extremely important in respect of
Battery performance, Extremely
important in respect of Status
symbol, Extremely important in
respect of Sound quality,
Extremely important in respect of
Processor, Extremely important in
respect of RAM, Extremely
important in respect of Storage
capacity, Very important in
respect of Brand name and
Extremely important in respect of
After sale service.

18. 16. Place of purchasing respondents current Smartphone
18
43
91
2
Company
showroom
Authorized
retailer
On-line
shopping
Other
No.ofrespondents
Place
Majority of the
respondent’s said they
purchased their smart
phone On-line shopping.

19. 17. How often respondents use the function of their Smartphone
0 100 200
SMS
Video call
Music listening
Video / Movie…
Photo shooting
Web surfing
E – Mail
Social network
Gaming
App / Software…
Map / GPS
News reading
Documents…
No. of respondents
Functions
Rarely
Once a
month
Once a
week
Twice a
week
Daily
Majority of the respondent’s use
Daily in respect of SMS, Daily in
respect of Video call, Daily in
respect of Music listening, Daily in
respect of Video / Movie watching,
Daily in respect of Photo shooting,
Daily in respect of Web surfing,
Daily in respect of E – Mail, Daily
in respect of Social network, Daily
in respect of Gaming, Daily in
respect of App / Software
download, Daily in respect of Map
/ GPS, Daily in respect of News
reading and Daily in respect of
Documents reading / editing

20.  The first research objective was to find out the buying motive of the customer
regarding purchasing of a Smart Phone. The finding shows that consumers in
India have a very positive attitude towards smartphonesas maximum
respondents use smartphones in their daily lives. They were mostly satisfied
with their smartphones as it satisfies their needs.
 The second research objective was to study what are the factors which
influence and eventually motivate the customer to buy a smart phone in the
Indian market. Our study shows that consumers buy their smartphones on the
basis of features. Consumer prefers better features. Consumers are
susceptible to factors like cost, design, camera quality, battery performance,
processor, RAM, storage capacity etc. Consumers are influenced by a
combination of these factors according to their need and desire. Also our
study shows that consumers are mostly self-motivated at the time of
purchasing of a smartphone.
 The third research objective was to study how social media affect the
purchasing behavior of a customer. Our study shows that social media is very
influential for purchasing smartphone. Consumers obtain the information of
the smartphone from social media.

21.  Our fourth research objective was to study what are the functions frequently
used on a smart phone. Our study shows that Social media, music listening,
video watching, web surfing are mostly used by a consumers on a
smartphone.
 Our fifth research objective was to study what is the mostly used smartphone
brand by the consumers in India. Our study shows that Xiaomi is the brand
which is mostly used

22. In this modern era, a Smartphone is just not only the want but also a
need if you know how to make proper use of it. All the maximum
respondents mentioned Smartphone as their need. Obviously,
Smartphone have changed the ways that we used to live, communicate
and connect with people all over the world. With it, you can surf
internet with just a touch in a smartphone, booking the travel tickets,
connecting to social network and so on.
All the respondents agreed that Smartphone is really essential to make
their daily life easier. Indeed Smartphone have made people smarter
by organizing their lives with a single device and providing access to
the world wide information at the fingertips. One can use it for
education purpose, job related tasks, information search or
entertainment purposes. That is the main reason that everyone carries a
Smartphone nowadays.