Case of the Smartphone

The report focuses on the influencing factors of the Huawei Smartphone and analyzes consumer perception, attitude, and motivation towards the product. Findings and analysis are presented based on a survey conducted with 15 customers.

Running head: CASE OF THE SMARTPHONE
CASE OF THE SMARTPHONE
Name of the Student
Name of the University
Author Note

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CASE OF THE SMARTPHONE
Executive Summary
The perception of the consumer and their view forms an integral part of the overall
organizational prosperity and hence, if any firm wants to ensure considerable success
then in such a case, it will be required to take into consideration, their viewpoint. The
main aim of the report is to highlight the influencing factors of the product which has
been chosen as the Huawei Smartphone. The customer motivation, attitude and beliefs
in relation to its purchase will be determined and the findings with the analysis will be
presented accordingly.

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Table of Contents
Purpose..............................................................................................................................3
Development of the survey instrument..............................................................................3
Administration processes...................................................................................................3
Data Analysis.....................................................................................................................4
Consumer perception.....................................................................................................4
The consumer attitude...................................................................................................4
Consumer Motivation.....................................................................................................4
Family and lifestyle.........................................................................................................5
Findings.............................................................................................................................5
References.........................................................................................................................6
Appendix............................................................................................................................7
Questions.......................................................................................................................7
Graphs and Tables.........................................................................................................8

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Purpose
The customers as present in the business environment can be considered to be
a crucial part of the firm and hence, any organization which aims to gain a competitive
edge in the market would be required to ensure that they are being able to adhere to the
needs of the customers and thereby take a note of their demands which will then enable
them to perform considerably well and attract a larger revenue from their overall
operations (Aschemann-Witzel 2015). The main focus of the paper lies on the
purchasing factors influencing the different customers and how the overall revenue of
the firm is purchased thereby.
Development of the survey instrument
The primary research was undertaken in order to gain an understanding of the
viewpoint and the perspectives of the customers and to analyze whether the customer
awareness is at its peak or not. The report has collected data from a survey and its
related responses (Bahl and Chandra 2018). The main focus of the survey was based
on the topic related to the Consumer behavior, the perception of the consumers and
their overall attitudes as well as the perspectives relating to the Huawei mate pro20.
The platform which was chosen for the analysis was the Survey Monkey. A set of 10
questions which were closed ended were presented to 15 customers.
Administration processes
The overall procedure which was followed with respect to the administration can
be stated to be the process of undertaking a survey. The research methodology which
has been essentially followed in the survey can be stated to be a mixed research
approach with respect to which the responses which will be received from the
respondents shall be analyzed and validated against the their as present. The total
number of responses which were gained can be stated to be 15 which can be stated to
be an accurate number.

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Data Analysis
In the given section, the data which has been collected from the various sources
will be analyzed. The participants were asked a set of 10 questions which were based
on the topics of the subject. The graphs with the graphical representation have been
presented in the Appendix.
Consumer perception
The consumer perception can be rightfully defined as the overall perspective
which they share with respect to a particular brand. The perception of a consumer can
be understood to be largely relative in nature. When the customers were asked about
their perception on the price of the product with respect to the smartphone, it was found
that, 60% of the customers believed that the pricing of the product is correct whereas
only 6% were disagreeing to the pricing of the phone. Hence, in relation to this, it can be
stated that when they were asked about the overall functioning and software of the
phone, then in such a case, 53% of the customers were under the belief that, the overall
functioning of the product can be considered to be good whereas, only 6.67% of the
employees believed that, the overall performance of the phones inadequate.
The consumer attitude
The attitude of the consumer can be stated to be the summation of the
behavioral aspects, the beliefs as well as the overall understanding which is generally
possessed by the consumers and hence, tends to reflect on the different decisions as
taken by them (Pino et al. 2016). When the respondent group was asked about the
knowledge of the product and whether they have the phone or not, 73% of the
respondents stated that they own the phone which can be understood to be a relatively
good number.
Consumer Motivation
The motivation can be stated to be the set of integral factors which tend to help
the customers to undertake the purchase of a product. The motivation tends to form a
crucial aspect of the decision making as undertaken by the customers. In line of this,
when the product comprises of adequate motivators then the customers engage in the

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purchase. It can be understood that when the different customers were essentially
asked about their overall purchase of the products and the reason why they have
purchased the product, 33% of the respondents mentioned that they purchased the
product due to its quality whereas 20% of the respondents purchased a product due to
its price. Hence, the quality and the price are the primary motivators of the decision
making as undertaken by a customer.
Family and lifestyle
The family and lifestyle have a crucial role to play in the lives of the customer and
hence, the lifestyle tends to have a strong influence on the consumers (Hartmann and
Siegrist 2017). Hence, those with a good lifestyle, often do not research much into the
background of the product but these with a comparatively humble background tend to
undergo a considerable research prior to the purchase. In line of this, it can be assumed
that, the ones with a comparatively humble background often engage in considerable
research. From the respondent’s data, approximately 70% of them undertake a deep
research to ensure success with respect to the same and then purchase the product.
Findings
Therefore out of the analysis which was conducted, the following can be stated to
be the findings of the research:
 In addition to this, it can be understood that while purchasing a product, the price
of the product and the quality tend to form the most relevant part of the consumer
purchasing decision.
 Moreover it was also found that while purchasing a product like a smartphone,
the views of the different peers tend to form a crucial part of their decision
making process (Yang, Stamatogiannakis and Chattopadhyay 2015).
 The advertising of the product has a key role to play in its overall purchase, and
in line of this, 70% of the consumers have taken then advertising of the phone to
be acceptable in nature.

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References
Aschemann-Witzel, J., 2015. Consumer perception and trends about health and
sustainability: trade-offs and synergies of two pivotal issues. Current Opinion in Food
Science, 3, pp.6-10.
Bahl, S. and Chandra, T., 2018. Impact of Marketing Mix on Consumer Attitude and
Purchase intention towards' Green'Products. A Journal of research articles in
management science and allied areas (refereed), 11(1), pp.1-11.
Hartmann, C. and Siegrist, M., 2017. Consumer perception and behaviour regarding
sustainable protein consumption: A systematic review. Trends in Food Science &
Technology, 61, pp.11-25.
Pino, G., De Angelis, M., Amatulli, C., Peluso, A.M. and Guido, G., 2016. The Effect of
Touch on Consumer Attitude Towards Autotelic and Instrumental Products.
Yang, H., Stamatogiannakis, A. and Chattopadhyay, A., 2015. Pursuing attainment
versus maintenance goals: The interplay of self-construal and goal type on consumer
motivation. Journal of Consumer Research, 42(1), pp.93-108.

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Appendix
Questions
1. Do you have the Huawei mate pro 20??
Options: Yes /No
2. Why do you purchase the product?
Options: Price/Quality/ Brand name/ packaging/Software
3. Do you believe that the pricing of the product is set right?
Options: 1-5
5-Strongly Agree
1: Strongly disagree
4. How much research did you undergo before the purchase of the product?
Not much
Enough
A lot
From a friends experience
Others
5. Do you purchase the product based on peer advice?
Very likely/Likely/Neutral/Unlikely/ Very unlikely
6. How would you rate the advertising of the phone?
Options: 1-5
5-Very Good
1: Very Poor
7. How would you rate the functioning and software of the phone?
Options: 1-5
5-Very Good
1: Very Poor
8. From where do you get the info about the phone?
Newspaper/ Social media/ TV/ Radio/others / friends

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9. How likely will you rate the Huawei phone as the best smartphone in the market?
Very likely/ likely/ neutral/ Unlikely/ Very unlikely
10. Do you think that phone has a sound packaging and appeal?
Strongly agree /Agree / Neutral/ strongly disagree/ Disagree
Graphs and Tables

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