19. 0
10
20
30
40
50
60
70
1 2 3 4 5
Android
Windows
Symbian
Blackberry
Most
preferred OS
is Android • Over 6 lacs
free apps
• Easy
accessibility
• Constant
updating of
the OS
20. 47
26
19
31
50
48
28
30
35
48
35
29
18
27 27
18
15 14
3
7
9
1 0
54
10 10
2
0
4
Brand Popularity appearance Features Performance Price
Prefer Most Like Neutral Dislike Prefer Less
Most
influencing
factor is
Performance
• Consumers’
busy
schedule
• Substitute to
PC
• More of
Personal
organizer
than of
Communicati
on device
21. 34
47
19
0 0
32
28
30
10
0
29
48
20
3
0
30
49
21
0 0
Prefer Most Like Neutral Dislike Prefer Less
Screen Size Design Camera Touch Sensitivity
Most preferred
feature is
Screen size
• Better
visibility
• Easier
access to
multi-tasking
• Brands
competing in
terms of
bigger screen
sizes
22. 40
45
60
25
14
35
43
32
36
40
24
8 7
32
38
1 0 1 1
6
0
4
0
6
2
Calling Messaging Internet Gaming Media
Player
Prefer Most Like Neutral Dislike Prefer Less
Most performed
activity is Web
Browsing and
Internet
• Social
Networking-
constant data
sharing
• Data
downloading
• High speed net
connectivity
24. 10 5 5 7 7 10
10
15 15
20 20
15
28
25
20
25
27
20
22
30
25
14 20 9
14 20 12
5 5 8
Poor Very Poor Average
Good Very Good
• Frequent no.
of service
centres
• Efficient after
sales
services
• Fast
response to
consumers
Most
satisfaction
is with
Samsung
25. Value
Chi-square 26.63
Critical 16.919
df (with 5% significance
level)
9
H0: The expenditure of the consumers on buying
smartphone is independent of the annual
household income of the consumers.
Interpretation: Consumer’s expenditure on buying
smartphones depends on their annual household
income.
26. Value
Chi-square 14.56
Critical 15.507
df (with 5% significance
level)
8
H0: The most performed activities of the consumers
on smartphone is independent of the age group of
the consumers.
Interpretation: The age group of the consumers
does not affect the most performed activities of the
consumers.
27. With the help of the correlation tool of statistics the
relation between consumer’s preference for their
most preferred brand Samsung and the consumer’s
occupation is analysed.
Interpretation: The consumer’s preference for their
most preferred brand Samsung and the consumer’s
occupation are strongly correlated.
Value
Correlation 0.96
28.
29.
30.
31.
32.
33. Aker, D. (2007). Innovation: Brand it or Lose it. Innovation: Brand it or Lose it,
8-24.
Alpert, F. (1994). Innovator Buying Behaviour Over Time, Journal of Product
and Brand Management. Innovator Buying Behaviour Over Time, Journal of
Product and Brand Management, 50-62.
D.Mcloed. (2010). Technology and You-Smartphone Software Race. Race to the
Smartest. Technology and You-Smartphone Software Race. Race to the
Smartest.
Davis, F. (1989). Percieved Usefulness, Percieved Ease of Use and User
Acceptance of Information Technology. Percieved Usefulness, Percieved Ease
of Use and User Acceptance of Information Technology, 319-340.
Jainarain, R. (2012). Attributes that influence Generation Y consumers in their
choice of Smartphones. Attributes that influence Generation Y consumers in
their choice of Smartphones.
K.Khan, K. (2009). Factors Affecting Consumers' Resistance to Innovation- A
Study of Samrtphones. Factors Affecting Consumers' Resistance to
Innovation- A Study of Samrtphones.
M.Kenny, B. (2011). Structuring the Smartphone Industry: Is the Mobile Internet
OS Platformthe Key ? Structuring the Smartphone Industry: Is the Mobile
Internet OS Platformthe Key ?, 1-24.
Mads Bodker, G. G. (n.d.). The User Experience ofSsmart Phones: A Gartner
TOI
Neilsen
