To understand the various factors that influence the purchase intention of the various consumers and to understand their mindset while they purchase a smartphone

1. RESEARCH METHODOLOGY
ASSIGNMENT
41 JOSEPHIN VOLLER
42 VISHAL MEHTA
43 VISHAL KUMAR
44 RAHUL RAJ
45 AKSHAY SHARMA

2. Introduction
• In India telecommunication and electronics market is growing readily
• India has the fastest growing smartphone market in the world
• The transition brought by different brands are changing the buying pattern and demand for
electronics in the market
• Smartphone market in India has huge competition. Each and every brand is targeting different
needs of customer and offer various features
• To understand the various factors that influence the purchase intention of the various
consumers and to understand their mindset while they purchase a smartphone

3. Selected Local
Business
Mobile World
Birsa Tourist Complex, Shop No 4,
Main Road, Main Road, Ranchi -
834001, Beside Big Bazar
Business Owner :
Sandeep Khemkha

4. Contribution of each Member
• 41 | Josephin Voller : Interview, Graphical representation, SWOT
analysis and Excel Sheet.
• 42 | Vishal Mehta : Searched and Analyzed Secondary data,
Learning from the Assignment and Conclusion and PPT making.
• 43 | Vishal Kumar : Hypothesis, Setting question, Excel Sheet.
• 44 | Rahul Raj : Marketing research problem, Interview, setting
questions
• 45 | Akshay Sharma : Management Decision Problems, Business
Environment, Interview and PPT making

5. Getting Information
• Questionnaire was formed keeping in mind what problem and need is to be
addressed in order to gathering relevant information.
• We opted for open – ended interview process where the respondent is free to
choose how to answer the question, i.e., they don't select "yes" or "no" or
provide a numeric rating.
• We informed the business owner about the interview and the purpose behind the
interview.
• Face to Face interview was held, and responses was recorded accordingly.
• For secondary data, we referred to Online Research Papers, Websites and
Journals.

6. Mobile Industry
• The total number of mobile manufacturing units in India has increased to 268 in 2019 from
just two in 2014. The sector employs 0.67 million people. It is estimated that almost 96% of
the hand phones to be sold in India will be domestically manufactured by 2020.
India Smartphone Market Share (%)
Brands
2019
Q2
2019
Q3
2019
Q4
2020
Q1
2020
Q2
2020
Q3
Samsung 25% 20% 18% 16% 26% 24%
Xiaomi 28% 26% 27% 30% 29% 23%
Vivo 11% 17% 21% 17% 17% 16%
Realme 9% 16% 8% 14% 11% 15%
Oppo 8% 8% 12% 12% 9% 10%
Others 19% 13% 14% 11% 8% 12%

7. Business Environment
• Political Factors : The company must be up to date with the changes of the political law, which
are established by the government and have an influence on the company, because the
company must comply with laws made.
• Economical Factors : The company must respond to the changes of social attitudes basing on
buyer behaviour like it can be seen in the India with recession most people tend not to buy
luxury goods so in such a situation the company must know on how to rate their prices.
• Social Factors : This includes demographic and cultural aspects of the external macro
environment, these factors influence our customer needs and the size of the potential market,
some of the factors include.
• Technological Factors : This be the most dramatic force in our company due to the rapid
improvement of technology regarding to the product.

8. SWOT Analysis
STRENGTH
• Business location.
• A good, unique, new advanced
innovative product.
• Procedures and processes of product
quality.
• A specialist marketing expertise in the
industry.
WEAKNESSES
• Maintaining poor or bad quality of
goods and services.
• No suitable location for business.
• No uniqueness in the product
compared to the compCollaborate with
Local Business Partners. ...
• Social Media Giveaways.etitors
products.
• Damage in reputation.
OPPORTUNITIES
• Making buying process convenient and
efficient.
• Offer product at lower price and fast
delivery.
• Customizing the products offered in
standard forms.
THREATS
• Introduction of tax on the product.
• Better distribution channels by
competitor.
• New unique advanced product from
competitor.
• Competitors offering products for lesser
price

9. Management Decision Problems
 The management decision problem is action oriented.
 It is concerned with the possible actions the manager could take.
• How should the loss of market share be addressed?
• Should the market be segmented differently?
 Some common management decision problems faced by smartphone industry are:-
1. When to launch a product? Which season ?
2. What price to keep for a particular product?
3. How to survive in one of the most competitive market?
 These problems can be solved after proper market research.

10. Marketing Research Problems
• E-commerce websites have given tough competition to retail stores;
sales have fallen by 30%.
• Even if consumers want to buy products offline, they prefer big
stores which gives various facilities to them like financing facilities,
discounts, cashbacks, gifts etc. They do not prefer small stores.
• Some of the consumers visit retail store only to get the physical
touch of the product. After that they buy from e-commerce website.
• While visiting 5-6 different retail stores most of the store owners
were giving dissatisfactory answers. They were not sharing their
views openly.

11. Graphical Model

12. Research Question & Hypothesis
RQ: How many products comes
defected?
H1: 6-10 out of hundred
tempered glass
H2: 2-5 accessories come
defected
Testing the hypothesis
Number of units=100
Probability of defective = 0.1
Probability of genuine unit=0.9
Hypothesis = 0.1 ±0.049
Upper limit → (0.1-0.049)100 = 5.1
Lower limit → (0.1+0.049)100 = 14.9

13. Conclusion
 Factor which affects the most is features followed by brand and price.
 Promotion methods used by the business is both online and offline mode. But after the
lockdown online mode of advertisement is most preferred. It uses Facebook , its website, and
other social media platform.
 After the lockdown firm experienced a rise in sales as mobiles and tabs where in great
demand because of the online work from home and classes .
 Offline mode of business is more preferred by the business owner.
 30% sales are affected because of online platforms.
 There was a huge increase in sales in the month of October. 25% sales have increased after
lockdown.

14. Reference
 https://www.statista.com/statistics/262767/most-important-criteria-when-deciding-to-buy-a-
mobile-phone-in-india/
 www.digit.com
 https://www.justdial.com/Ranchi/Mobile-World-Beside-Big-Bazar-Main-
Road/0651P651STDF000013_BZDET
 https://www.livemint.com/industry/manufacturing/inside-the-plan-to-mobile-make-in-india-
11603895399056.html
 https://icrier.org/pdf/Competition-Issues-in-India-Mobile-Handset-Industry.pdf
 https://www.academia.edu/35725357/A_Critical_Analysis_of_Indian_Smart_Phone_Industry

15. Thank
You