1. 1
EXECUTIVE SUMMARY
This article report is an effort to understand the consumer behavior of the millennial generation
in case of mobile phone purchase decision; the aim is to develop insights into the wide
acceptance of Large Screen mobile phone amongst the millennial. This is a qualitative research
which is exploratory in nature and the tool used for collecting information has been in-depth
interview .This is also to ascertain the impact of factors like usability ,usefulness ,price ,brand
and advertising on the purchase decision making process of mobile phone . The research is also
to establish the reason large screen mobile phone has become the favored communication device
for the majority of the millennial /generation Y .Those phones have become indispensable tools
in millennial communication patterns. Among all millennial/generation Y, the frequency of use
of texting has now overtaken the frequency of every other common form of interaction with their
friends; this report is an effort to uncover the relation between the consumer habit and the new
product development strategies of mobile company. The project will also analyze the impact of
advertisement in the increasing acceptance of these devices.

2. 2
COMPANY PROFILE
What has constantly characterized Ogilvy & Mather Worldwide is its capacity to assemble
brands. Brand building is the core competency of Ogilvy & Mather.
Ogilvy & Mather was established in 1948 by David Ogilvy, with support by a past head honcho,
the London promoting organization Mather & Crowther. Ogilvy opened his U.S. shop as
"Hewitt, Ogilvy, Benson, & Mather" in Manhattan with a staff of two and no clients.
Ogilvy was obtained by the WPP Group in 1989 for $864 million. A lot has changed at Ogilvy
since then but a core principle that still holds relevance “If it doesn’t sell it isn’t creative” is still
the main working principle at Ogilvy& Mather . (http://www.ogilvy.com/)
The distinction is that building brands today obliges a sharp comprehension of how new
interchanges innovation, new channels, and energetic inventiveness consolidate. This is a world
where the buyer is presently in control at Ogilvy advertisement follows the customer, and
purchaser understanding is central, thus the quality and differences of work are key. A
contemporary viewpoint and genuine social attunement are at the core of the work done by
Ogilvy. 360 Degree Brand Stewardship®, implies an eagerness to utilize the broadest exhibit of
instruments and systems to comprehend, create and improve the relationship between a buyer
and a brand.
Worldwide 360 Degree Brand Stewardship® is a marriage of nearby know-how with an overall
system fit for articulating brands as they cross fringes - indispensable to the developing number
of multinational customers looking to influence their intense brands in new markets far and wide.
.

3. 3
INDUSTRY REVIEW
The Indian advertising industry is talking business today. It has made from being a little scale
business to a conspicuous industry. It has developed as one of the real business endeavors and
tertiary parts and has extended its points of view be it the imaginative viewpoint, the capital
utilized or the measure of work force included. Indian publicizing industry rapidly has cut a
quality for itself and set itself on the general associate.
Publicizing work environments in the nation too have taken a ricochet. They have propelled past
anyone's yearnings from being little and medium measured business attempts to winding up
being no ifs ands or buts understood brands in the business. Mudra, Ogilvy and Mathew (O&M),
McCann Ericson, Reinfusion, Leo Burnett are a rate of the top relationship of the nation.
(www.statista.com/topics/2166/advertisinging-industry-in-India)
Indian economy is on an effect and the business region is on a steady trail of progression. With
the business portion getting grounds Indian publicizing has each motivation to celebrate.
Affiliations are regarding publicizing as a device to adventure business opportunities. Change in
business has lead to a tenacious effect in the publicizing business additionally.
The Indian publicizing today handles both national and general attempts. This is mainly in
context of the reason that the business offers a significant get-together of capacities to its
customers that join everything totally that unite customer changing, media coordinating, media
purchasing, innovative conceptualization, pre and post crusade examination, quantifiable looking
over, publicizing, checking, and open affiliation associations. (www.indianmirror.com)
Reviewing the present pace at which the Indian propelling industry is moving the business is
obliged to witness a basic effect in the times ahead. In the event that the powers are to be
recognized then the business in the nearing times will layout a vital obligation to the GDP. With
all this there is decidedly no thinking back for the Indian propelling industry that is all organized
to win gifts from the world over.

4. 4
Structure of the Advertising Industry
Exhaustively talking, after the 1980s, most advancing associations have tended to move towards
a run of the mill structure. In spite of the fact that beforehand, every individual office offered a
blended sack of unmistakable publicizing organizations under a single housetop, the quick
advancement and irregularity of the media business since the mid-1980s (for case the
development of connection and electronic channels), and what's more the refusal of clients to pay
for organizations they didn't require, asked most generous associations to turn out their more
invested critical energy in house divisions as separated workplaces in their own specific right.
Meanwhile, while the amount of individual workplaces offering particular organizations has
along these lines extended, obligation regarding workplaces has concentrated radically.
Tremendous mix within the business has incited incalculable and acquisitions, and the creation at
the top end of the business area of a bit of social occasion of huge holding associations, each of
whom claims or controls a broad number of specific workplaces. There are without still
proprietor worked associations out there, yet in ever less numbers than at whatever time in late
memory sooner or later as of late, and most are little by examination with the social occasion had
brands. (Adbrands.net)
Holding associations. Sitting at the astoundingly top of the business pyramid are somewhat
number of holding associations. In a matter of seconds, there are four developed overall social
occasions - WPP, Omnicom, Publicist Grouped and Interpublic - each of whom controls
incalculable office brands spread all over the place all through the globe. Generally, the holding
association does exclude itself a great deal in ordinary advancing, yet satisfies desires with its
reinforcement associations to bolster intra-group coordinated effort and to make approach. Until
starting late, there were then at the accompanying level, a bit number of normal size holding
association social affairs, for instance, Western-had Haves and Aegis and Japan's Dents and
Hakuhodo DY. But each of these controlled a couple marks, their degree was more for the most
part obliged, either to the extent geographic accomplish (by virtue of the Japanese associations,
who tend to work transcendently in Asia) or the extent of organizations they offer (Aegis for

5. 5
occasion was a specialist in media, and offered no standard advancing organizations). However
these top and focus levels are they amid the time spent further mix. Dentsu's getting of Aegis,
furthermore of a couple of Western advancing associations, effectively pushes it up into the top
rank. There are moreover two or three humbler holding associations, most prominently MDC
Partners in North America, who resemble their greater adversaries to the extent the amount of
different brands they control, yet on an all that much smaller, now and again more specific scale.
Advertising Agencies. The term advertising agency (or from time to time creative association) is
all around joined with an association whose key part is to envision and make immense scale
showcasing thoughts for its clients. By and large, advancing workplaces think about the inside
thought for a showcasing campaign and after that make a movement of notification which
addresses that idea transversely over unmistakable media. They tend to have down to earth
involvement in what is brought over the-line publicizing: notices which address a mass market
through the four important media of TV, print, radio and outdoors (productions). The instrument
for the most part associated with the standard publicizing association is the 30-second TV plug.
Regardless, the impact of cutting edge advancing, eventually back thought to be one of the
underneath the-line requests, has changed the method for the standard publicizing office.
Continuously these associations are being pushed by their clients to give brightness in cutting
edge advancing furthermore the more settled mass business media.
There are three sorts of routine advertising association. The most discriminating are the 14 or
some place in the region general frameworks, for instance, BBDO, McCann Erickson, Leo
Burnett or Saatchi & Saatchi. Each of these works an overall framework, incorporating adjacent
stamped work environments in upwards of 100 or more different countries. The frameworks
have grown up basically to serve multinational client associations, for instance, Ford or Procter
& Gamble, who wish to give an unfaltering publicizing message in every one of the countries in
which they work. Everything aside from one (two in case we fuse Japan-driven Dentsu) of the
overall frameworks are in the blink of an eye controlled by the "colossal four" holding
associations. (The sole overall extraordinary case is Haves). Therefore, they discover themselves
ready to offer clients the best possible extent of advancing organizations by calling upon the
assistance and cooperation of sister associations under the same general umbrella.

6. 6
At the accompanying level are "littler scale frameworks", as a less than dependable rule known
as multi-focus point creative frameworks. These are an about late creation, tantamount in
numerous ways to deal with the genuine frameworks, however meeting expectations a far more
diminutive framework, with possibly only four or five (every so often more) general working
environments, generally in key regional core interests. Consistently they offer a uniquely crafted
organization for all the additionally asking for multinational clients, generally with the indication
of fundamental creative work. Cases consolidate Bartle Bogle Hegarty and Wieden & Kennedy.
As a less than dependable rule they will be used by a client to come up with the inside thought
for an overall showcasing fight, which will then be executed or balanced for close-by business
sectors by a more comprehensively circled general framework.
At the most diminished level of the overall chain, there still exists a third sort: standalone
associations, once in a while free, as a less than dependable rule guaranteed by one of the
genuine social occasions. They tend to work just in their own specific country, regardless of the
way that they may have associations with workplaces in diverse markets. The more prominent of
these standalone workplaces are frequently prepared to offer a broad mixture of other advancing
aptitudes past innovative publicizing (tallying those depicted underneath). Taking all things into
account, they every so often imply themselves as full-organization workplaces. Others, ordinarily
tinier more entrepreneurial workplaces, have some mastery in peculiar creative thoughts, on a
very basic level for TV, and are from time to time suggested as imaginative boutiques.
Regardless, these workplaces are ending up being continuously remarkable, especially as
independents. A great part of the time, selective self-sufficient innovative workplaces are eaten
up by the greater holding associations within three to five years, and are either met into a present
publicizing framework, for instance, DDB, McCann thus on to bolster its creative capacity; or
left to act as a standalone brand, yet with the budgetary security gave by a greater and wealthier
proprietor. For the most part as consistently in any case, senior authorities split a long way from
the genuine workplaces to set up their own specific free associations, which either flourish and
get ate up again in their turn by one of the majors, or obscure away.

7. 7
Global Ad Pie
Figure 1
USA leads the advertising pie with 41.30% share of the advertising industry followed by Japan at
12.80% and 10.70% by China.
(Pitch-Madison, 2015)

8. 8
INTRODUCTION
The term 'Smartphone', suggests a blended media phone handset, which is a multifunctional
electronic device that has components stretching out from Camera, Audio-Video Playback, Web
looking to a high-thickness screen demonstrate close by a couple of other sight and sound
choices. As indicated by Businessdictionary.com,” Smartphone is a cell phone which fuses limits
like those found on PCs. Phone gives a one-stop answer for flexible calls, email sending, and
Internet access.” PDA is moderate in size and consistently just fairly more noteworthy than
standard mobile phones. A Smartphone is truly a cell phone, in light of an Operating System,
which have all the huge components of a Computer, like web seeking, informing, element and
voice going by, stable element playback, and others. A few years back, a Smartphone was a PDA
(individual propelled right hand) having the calling components like a phone? In any case,
nowadays, the cell phones have the convenience of included media players, negligible automated
camera, GPS et cetera. (Surendra Malviya, 2013) Today, all the Smartphone's has a high-
thickness screen determination allowing the handset to demonstrate each one of the destinations
in their standard arrangements as they appear on the PC screens. Nowadays the dominant part of
the locales is pushing their versatile structures as well, and a couple of utilizations which can be
running on the Smartphone OS clearly. For better system, hi speed data is in like manner made
open through Wi-fi, 3G and 4G data affiliations. In the past 2-4 years, the quick change of
compact – applications has brought on an origination of the new adaptable applications business
division, allowing a lot of trade to happen through versatile stage additionally, which has been a
critical reason behind people to get the Smartphone
This paper is an effort to understand and generate insights on the rise of acceptability in the large
screen mobile phone segment amongst the millennial class.

9. 9
LITERATURE REVIEW
The Institute of Practitioners in Advertising (IPA), defines advertising as:"The means of
providing the most persuasive possible selling message to the right prospects at the lowest
possible cost".
Definitions of Advertisement:
Today, advertising has a premier importance. Main function of advertising is to create positive
influences for product or service, ultimately leading to the purchase of that product or service
(Adeolu B. Ayanwale, 2005)
Advertising affect the brand attitude. Similarly, advertising has traditionally been used to "equate
products with positive cultural or social experiences” as said by. (Kliein, 2000)
Newspapers, magazines, radio, T.V and an Internet are really significant source of
communication in today’s world. Different types of advertising appeals are used by companies to
encourage individuals to buy their products (Fathi, 2010)
As Manrai et al. (1992) said, “The basic idea behind an advertisement or the basic reason why
an audience should act is an appeal. These appeals tend to make the e audience and readers move
and connect them in a way where they feel the advertisement is speaking their demands.” As
Stafford (1993) said, “An individual must have a reason for buying a product; that reason is
either emotional or rational”.
By examining the definitions of attitude and confidence, differences between the constructs are
revealed. First, although confidence and attitude are both derived mental states from past
experiences, confidence requires more effort in rational thinking and reflection, whereas attitude
represents a more emotional expression. (Daugherty, 2015)
In all, this study expands the literature concerning the public's view of advertising. Current
research stresses the role of attitude as the dominant determinant of consumer perceptions. It is
our belief that consumer confidence in advertising also serves a strong influence in shaping those
perceptions, and that consumers' attitude toward advertising and their confidence in advertising
are distinctly individual constructs that are composed of different institutional and instrumental

10. 10
beliefs. By combining five constructs into the model, we are able to examine advertising beliefs
under a wider scope as well as gauging their respective roles in shaping consumers’ attitude and
confidence, and therefore provide better understanding about the relative impact of each function
on consumers’ perception of advertising. (Daugherty, 2015)
The message by the advertiser is the most important thing in Advertising. The way
message is communicated to the viewers, readers and audience is done through the appeal, the
advertisement carries. Perception regarding the product is formed by the appeal in any
advertisement. As asserted by (Fathi, 2010)“An individual’s recognition needs and information
processing styles both have an influence on the advertising perception”.
“Advertising appeals can be classified as emotional or rational, based on messages in the given
context”. Then these two broad appeals are further classified into music, humor, fear, sex,
romantic, statistic, comparison, adventure, and band wagon appeals etc.”
Figure 2

11. 11
Samsungs use of social emotional ads to intense social listening in the launch lead-up to help
identify the persistent rumors about what the fan boy community was expecting to see from the
new device and how they might be disappointed. We needed to find a way to get press coverage
around the timing of the event that would deflate the buzz and show consumers that the new
phone was not as innovative as its competitor's marketing made it seem. (Samsung)
The media of social message have its great impact all around, similarly advertising, which use
media as its tools, is a persuasive and powerful force that is shaping behavior and attitude in
society. Social advertisements are continuously trying to convince people for social cause such
as leaving the drug, quit smoking or stop violence etc. Every person in the world is consumer of
social campaigns. Basically social advertisements are developed by different government or
nongovernment organizations. Intentions behind social advertisements are to break down the
practice of undesired behavior in society or to stimulate the desirable practices towards
environment, people and surroundings. (Noveli, 1981) (Ashis Sharma, 2012)
The examination goes for discovering the variables that majorly impact the purchasing choice of
a client while picking a Smartphone. By perusing the applicable writing, different variables have
been found, taking into account which the customer picks the Smartphone
A. Item Features: A component is a quality of an item that to meet with the fulfillment level of
customers' necessities and needs through the owning of the item, use, and usage of an item
(Kotler et.al. 2007).
B. Value: Nagle and Holden (2002) expressed that cost can assume a part as a money related
quality whereby the customers to exchange it with the administrations or items that were being
sold by the merchants. Costs will dependably is the key concern of customers' before settling on
any obtaining choice.
C. Brand Name: In late changing worldwide environment, upper hand, beneficial ways and
efficiencies are the most critical apparatuses that organizations are compelled to look for keeping
in mind the end goal to separate among them in the business world
Brand names are the valuable assets that help correspond quality and suggest precise knowledge
structures which are related to the brand (Srinivasan and Till, 2002).

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D. Social Influences: Social influences means one person causes in another to make a change on
his/her feelings, attitudes, thoughts and Social behavior, intentionally or unintentionally (Reshot,
2007). It results from interacting with each other. Social influence includes the influence of
media, parents and peers. Social Influence is defined as the degree to which an individual
perceives that important others believe he or she should use the new system (Venkatesh, 2002).
This study goes for distinguishing the key components which have a ruling impact on the buyers'
brains while making a buy of Smartphone. Study looks into what have been done various times
in remote nations, particularly the created nations, however taking India into point of view, fewer
studies have been performed. For the most part, the demographic variables have been given
significance. The rise of large screen Smartphone in a market like India has grabbed the attention
of the marketers as this millennial generation has widely switched over to bigger screen phone.
This paper will be of great resource to marketer to understand the consumer needs and usability
pattern which can be incorporated in the new product development strategies to provide the best
device possible and to differentiate its product from the rest. This paper will also be beneficial to
the advertisers who can garner insights into the perception of the millennial generation towards
the Smartphone.

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OBJECTIVE
 To uncover reasons that are causing millennial/generation Y to increasingly choose large
screen phones.
 To analyze the impact of advertisement in the increasing acceptance of large screen
mobile phones amongst the millennial/generation Y.
 To uncover the relation between the consumer habit and the new product development
strategies of mobile company.

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RESEARCH METHODOLOGY
A Qualitative research has been conducted to explore and gain insights to the millennial
mobile buying habits as I wanted to uncover the unknown reason to the explosion of
large screen mobile phone in the market and to define the opportunities it brings to the
mobile marketer, this project is also an effort to go deeper into issues of interest and
explore the nuances related to the buying behavior of the millennial generation with
reference to mobile phones.
The data collection methods used in this project is:
PRIMARY:
1. In-depth interview:
Conducted intensive individual interviews with five millennial to explore and understand
their perspectives on why is our mobile phone screen getting larger day by day.
A thirty minutes interview with five millennial has helped in developing insights on the
subject.
2. Observation: Observation of the buying trends at mobile store has helped in
establishing the general trends in consumer purchase behavior and defines the emerging
trends in it.
SECONDARY:
•Secondary research – study of popular culture and content consumption habits of the
Target Group. Study of various research paper, case study and books have given us a
plethora of information and the findings of the study are purely based upon it.
•Study of emerging trends in advertising in the smart phone category:
In 2014, we saw a couple empowering enhancements in the domain of adaptable.
Microsoft bought Nokia's mobile phones unit and Lenovo got Motorola from Google.
The rising of Chinese mobile phone creators crippled broad players, while One Plus
dispatched the Flagship Killer with an imaginative advancing arrangement. Apple
smoothly recognized the sweeping screen phone steamed at pushing the 5.5-inch phone
what's more, and completely modified portions with the dispatch of Apple Pay.

15. 15
Wearables like Google Glass, Smart Watches and diverse health trackers were the
masterpieces of the year.
Versatile is arranged to make an impressively more prominent impact this year by
bringing truly charming experiences into buyer hands. As compact use continues rising
and shape customer wishes, brands should reexamine their strategy to win, serve, and
hold customers. Convenient is in no time the vital wellspring of information and action.
In view of its feasibility and the ability to accomplish people at whatever time, wherever,
every brand needs an effective flexible advancing procedure.
STUDY
To learn more about mobile device adoption among millennial we conducted in depth
interview with five millennial. Our participants were drawn from the various classes of
the Amity Business School department and Amity International Business School
Participants
We interviewed 5 individuals (3 girls and 2 boys), whose mean age was 20. One was
from MBA IB 2016 batch who is currently using i-phone 5S, 2 were from MBA General
2016 batch one amongst them was using Samsung Galaxy 5 and the other currently uses
micromax Canvas, 2 boys were from MBA M&S 2016 batch one amongst them uses a
Motorola G2 and the other is currently using two small screen phones i.e. Samsung and
Blackberry.
Materials
The interview questions covered the following topics: current phone ownership and use,
interest in a Smartphone, usefulness of Smartphone’s(messaging ,communication
,transaction), usability of Smartphone’s(video consumption, image viewing, reading
books ,gaming ,surfing ), use of participant’s own Smartphone , problem identification on
the current phone.
Davis’ Technology Acceptance Model (TAM) inspired specific questions separating
usability and usefulness. The TAM describes a user’s motivation to use a product in
terms of the perceived usefulness of the product, and the perceived ease of use.

16. 16
Figure 3
(Models)
Procedure
Informed consent was obtained in advance and the interview questions were also made
available in advance. We informed participants that we wanted to learn their opinions about
Smartphone’s, barriers to using one, or problems that researchers should be aware of. Each
session lasted up to 30 minutes, and covered the appropriate interview topics, depending
on the devices the participant owned. We showed participants the phone as an example
Smartphone. . We demonstrated and discussed several ways of enlarging screen objects,
inviting comments on the usability of each.
Results – They had had their current phone for less than 1 year (2 people), 1-3 years (2
people), or more than 3 years (1 people). These were all Smartphone’s 3 of them were large
screen whereas 2 were small screen phone. They used their phones more than 5 times a day
(4 people), 1-5 times a day (1 person ).
2 participants owned another kind of touch-screen device: an iPod (1 person), pad Mini (1
person ), Only 2 participant had both a Smartphone and a tablet device.

17. 17
Usefulness of a Smartphone:
Majority of participants felt that a Smartphone would be ‘very useful’ in their day-to-day
life, if it was easy to use When asked what they thought they would use it for, if they had
one, their responses were: phone calls ; Internet ; Facebook , maps/directions ; music ;
camera ; text messaging ; contacts ; weather ; TV/entertainment ; games ; notes ;
emergencies , email ; and video chat .
Usability of a Smartphone Among the group as a whole,
Majority of participants agreed with a statement that a Smartphone takes a lot of visual
effort to use, and agreed that it takes a lot of mental effort too. Only 1 of participants
agreed that it takes a lot of physical effort to use a Smartphone.
In general, participants considered a large screen Smartphone to be easier to use than a flip
phone. Reasons included larger text and buttons, no need to flip it open, fewer steps needed
to find and dial contacts, and the ability to see all the functions on the screen rather than
having them hidden in menus. One participant said “It is easier because people can see how
it works now. People can see what’s on the screen and see what you can do
Technology Adoption Consistent with prior work, we found higher adoption of large screen
phones devices than tablets. Their larger screens provide larger touch targets, and larger text. Our
interview data suggest that large screen Smartphone is something very useful which provides
multi-tasking capacities and also are physically easy to use as all resourceful work can be
integrated through a single hand held device .
Touch-Screen Usability
In general, participants felt very positive about their ability to use tap, slide and swipe actions
and all were able to make these motions on the touch screen. The swipe operation (used to move
between pictures in the Photos app); seemed easy for everyone to perform as a swipe does not
require fine positioning.

18. 18
The effect of mobile phone screen size on video based learning:
This paper helps in identifying the underlying reasons on how mobile phone screen size impacts
video based learning and ascertain the value of video for mobile learning .The variables of this
study are human visual perception and attention span of the learner, the motivating factor of
videos in learning .It also highlights the realistic depiction of reality that enhances the learning
experience and how portability enhances the performance of the learner. (Maniar, 2008)
Upon thorough research it has been observed that video based learning is inhibited in case the
video based material is displayed on a mobile device with a small screen mobile phone ,to
ascertain the fact we also included a question pertaining to the video consumption habit amongst
the participants in the in-depth interview to which all of them confirmed the view that Video
consumption over large screen phone has been an integral part of their mobile usage .The result
are as follows : 2 person view 5 or more videos in a day mostly through facebook
2 person view 3 videos mostly through YouTube (music videos)
1 person views 1-2 video over the week.
Our primary & secondary research also confirms the rising popularity of facebook over YouTube
in terms of video consumption.
Result:
While large screen mobile phone enhances the learning experience and enables a platform to
learn anything ,anyplace it is also impacted by lack of data input capability , low storage , low
bandwidth , limited processor speed , short battery life , lack of standardization , limited
interoperability ,compatibility issues , low screen resolution , small screen size. These factors
can inhibit the success of learning through mobile phones.
 Upon the study of the paper it has been found that the learner’s subjective opinion of
learning via video differs based on the screen size, while few view the screen size to be a
critical factor others were almost equally satisfied with a small screen phone too.

19. 19
 Larger screen size result in a significantly higher amount of information learnt via video
as it gains better attraction and provides a clearer resolution ,this finding is a crucial one
as this means that more mobile ready video needs to be created by the marketers .
 As stated above the characteristics of the learner such as their preferred learning style or
cognitive traits may influence the results of the study. (Maniar, 2008)
Advertising and its impact on the acceptance of large screen mobile phone.
Advertising has undergone a plethora of changes. The ubiquity of internet and available
technologies has opened up opportunities that an advertiser can leverage. Earlier advertisers used
media as a channel for mass communication but right now location-aware advertising (LAA) has
been the preferred medium of advertising. Direct marketing ensures favorable response and is a
profitable approach.Geographical segmentation and messages which are put forward on the basis
of location and at a time when the customer are most likely to take a purchase decision are the
best output of LAA .LAA is clearly taking the lead as compared to internet advertising by more
than 5 to 10 times.
Skeptics still doubt the full potential of LAA as privacy becomes a concern and also the
bandwidth is still a problem in India as it is not constant but the rise of Large screen phones are
clearly a positive sign for this phenomena, the rise of third generation mobile phone with
transmission up to 2mbps and better storage capacity will ensure that these advertising medium
is on the rise. Technological development has been an impediment to research into mobile
commerce. This paper aims to research and examine the differential effects of text and
multimedia advertising content types on mobile consumer behavior in terms of intention to reuse
the service as well as product purchase intention. The findings of this research will significantly
advance our understanding of the potential of location-aware advertising as a type of mobile
commerce application. (Lih-Bin Oh)
A question pertaining to the impact of advertisement on the purchase decision related to mobile
phone was included in the in-depth interview to gain insights and 3 out of 5 were motivated to
make the purchase decision due to the advertisement and the other two bought the phones due to
Word of Mouth.

20. 20
The research also confirmed the view that there was a lot of clutter in the advertising of mobile
phones and the purchase decision was predominantly based upon the market hype as well as the
features provided in the mobile, the millennial use the website to check the configuration and
compare the different choices available to them before making the final purchase decision.
A structural model ‘the Hierarchy of effects’ was used to ascertain the effects of multimedia on
in formativeness and entertainment .Evidence also suggests that multimedia has a significant
impact on purchase behavior.
The findings of this study ascertain that in the context of LAA multimedia has a positive effect
on entertainment and informativeness, the impact of multimedia is more on the later i.e. in
formativeness. The findings of this study is important to the marketers who are eager to leverage
from the availability of multimedia enabled devices and advancements in precision in positioning
.This research has uncovered the potential impacts that multimedia location-aware advertising
will have on mobile commerce consumer behavior. There seems to be some evidence to indicate
that relevant, personalized, and location-sensitive multimedia advertisements delivered to a
consumer’s mobile device will entice impulse buying to a certain extent. Merchants need to
personalize the information according to customer needs.
From the survey investigation it is built up that the shoppers are exceptionally subject to ads
from the part of brand inclination, buying choice and brand review. The organizations show
notices of their items to impact shoppers towards a brand. Shopper impression of a brand can be
in positive or in negative that relies on the sort of publicizing request utilized. Most organizations
pick a passionate request in their advertisement to point the enthusiastic parts of customers like a
few events, family way of life, connections, party and so on. Ads offices are more develop and
capable towards society. They now make quality and reasonable promotions and that
demonstrates the brand development and status

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LEARNINGS
•We can reason that, the elements like Price, Brand Preferences, Features and Social Influences
have an overwhelming effect on Consumer Purchase Decision towards Smartphone’s in Indore.
•This examination affirmed the noteworthiness of Pricing, Features, Brand inclinations, Social
Influence as vital elements which add to the buy choice of the Smartphone’s.
•Social Influence represents the Brands utilized by the individuals as a materialistic trifle,
particularly for Apple and Samsung items.
• Features have dependably been so vital, as they shape the item details and the customers give
careful consideration towards the elements of a Smartphone.
•The Smartphone is needed by the Consumers in directing a few assignments like, searching
web, taking care of records, uniting with informal organizations and so forth all of which makes
a buyer buy a Smartphone.
•Features of a Smartphone are likewise considered by a Consumer, as a critical motivation to buy
a Smartphone, as regular utilization of web, camera, office records and so on. On one hand,
elements go about as motivation to buy, then again, components contrast from brand to mark.
• Sony and MicroMax, both offer cameras, yet the camera quality controlled by Sony is viewed
as better than MicroMax and numerous different brands. In this manner, highlights additionally
go about as separation considers Brand Preferences.
•Several individual variables like Configuration, Storage Space, WI-If, GPS, Touch screen,
High-Resolution Camera, Applications were discovered to be considered very essential by
purchasers while looking upon the Feature of a Smartphone.
•Operating System additionally had a genuinely decent effect on the Brand Preference, making a
powerless however sufficiently worth variables to be considered while building up Brand
separation. Customers have additionally demonstrated an inclination of relating their motivations
to buy the Smartphone with the Brand differential elements.

22. 22
CONCLUSION
Another electronic gadget called Smartphone is rapidly swinging to be the most flexible device.
Versatility of this advanced mobile phone has been gigantic this study has highlighted the
significance of distinctive segments like brand, social picture, development and strength as
noteworthy part in buy choice amongst the millennial. This study will be profoundly gainful to
the portable advertiser as this study has been directed upon the millennial era who will be the
leaders of tomorrow .The bits of knowledge of this examination will be especially valuable in
surveying the ascent in the acknowledgment of vast screen cell telephones .
Keeping in mind the end goal to quantify the impact of screen size on saw convenience,
adequacy and effectiveness of the telephone, top to bottom meeting has been led to reveal the
obscure reasons and realities.
Our discoveries demonstrate that the clients who utilize the telephone for data looking for
assignment web searching, to play amusements, watch media are in an ideal situation while
utilizing the extensive screen telephone as it has better determination and can multitask better
,the elements that effect the ease of use are transmission capacity ,stockpiling ,working
framework amongst others. The discoveries likewise coordinated towards the screen being large
to the point that movability could turn into a worry and the client is not able to hold it in one
hand Screen size has a high effect on the adequacy, proficiency and function ability of the
gadgets.

23. 23
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