How Consumers Select Smartphone: A Case Study of Malaysia

This research proposal aims to analyze how consumers in Malaysia select smartphones. The study identifies factors influencing consumer purchasing decisions, such as price, brand name, and multipurpose functions. The research uses qualitative methods, including interviews with 5 respondents, to gather evidence supporting the research objective. The findings reveal the impact of advertisements on consumer intentions and highlight the importance of high-speed processors and multipurpose applications. The study contributes to understanding consumer behavior in the Malaysian smartphone market.

Running head: MARKETING
Research Proposal on How Consumers Select Smartphone: A Case Study of Malaysia
Name of the Student:
Name of the University:
Author Note:

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Abstract:
The research aim lies in providing an analysis on how consumers select Smartphone in Malaysia.
Mobile revolution has led to a transformation of both the developed and the developing countries
in using the ordinary mobile phone to the Smartphone. The study helps in identification of the
factors that have been persuading the Malaysian consumer in purchasing the Smartphone. This
particular study helped in gathering evidence for supporting the research objective through the
qualitative method. A minimum of 5 respondents have been interviewed. The finding of the
study revealed that the multipurpose function of Smartphone such as the high speed processors
and the multipurpose application along with price and brand name influenced the Malaysian
consumers in purchasing the device. Through the research it also became evident how
advertisements have acted as one of the drivers in influencing the intention of the Malaysian
consumer in choosing the specific Smartphone.

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Table of Contents
1. Background of the Research:.......................................................................................................3
2. Problem Statement:......................................................................................................................3
3. Research Objectives:...................................................................................................................4
4. Research Design:.........................................................................................................................5
5. Data Collection:...........................................................................................................................5
6. Data Analysis Technique:...........................................................................................................5
7. Reporting:....................................................................................................................................6
8. Timetable:....................................................................................................................................8
References:......................................................................................................................................9
Appendices:...................................................................................................................................10

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1. Background of the Research:
The adoption of Smartphone in Malaysia has been increasing and growth in demand for
Smartphone amongst the customers of Malaysia has been due to the affordability of its price.
While referring to percentage of users of Smartphone in Malaysia in terms of the gender, it could
be found that the percentage of the male users have been higher compared to the females. As per
the records of the overall Smartphone users it was found that in the year 2014, there were only
56.9 percent females and 43.1 percent males. The growing demand for the Smartphone
postulated the fact that if the user have a positive experience through using a Smartphone then it
will lead to the increase in its adoption rate (Mad Lazin and Sasitharan 2015). It has been found
that the young people shows a higher level of satisfaction in regard to the Smartphone functions
compared to the older people.
Smartphone has been considered to bring about next level revolution of Information and
Communication Technology (ICT) particularly in terms of wireless technology and mobility.
According to Laudon and Laudon (2016) Smartphone could become one of the critical and the
most valuable tool for efficient and effective delivery of the extended list of the processing of
information and functionalities of the other attendant.
2. Problem Statement:
There have been only a limited number of studies that have been conducted for analyzing
the purchase factor of the Smartphone amongst the consumers of Malaysia. Besides,
understanding the customer behavior and characteristic in the market does not represent a simple
task since sometimes, deepest motivation of the customer would influence decision making in

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the purchase of a service or product. Besides, the customer intrinsic and extrinsic would drive the
intention of the purchase of the goods or the product (Lay-Yee et al. 2013). Further, some of the
studies have put forward an argument where the consumers does not remain satisfied with the
current model of Smart phone and complained about the smaller screen, lower resolution and a
smaller key pad. Besides, the multi usage facilities of the mobile devices like the entertaining
and the communication tools often leads to frustration since most of the task cannot be carried
easily on the mobile device due to lesser support thereby driving the user towards completion of
the task on the desktop. According to Poushter (2016), the ownership and use of the mobile
device has not yet achieved the level of mass adoption. Mothar et al. (2013) mentioned that the
consumption pattern of the young adults of Malaysia is found to be influenced by either the
social culture, purchase decision making and a seeking habit for varieties that made it necessary
in carefully examining the decision making factor of Malaysia. Bort-Roig et al. (2014) stated that
if the Smartphone user does not remain active in the social networking the usage of Smartphone
for the social needs would automatically drop. This gap reflected the need for conducting study
for the identification of the factor that influences the owners in buying Smartphone in Malaysia.
3. Research Objectives:
The aim of the study lies in investigating the factors that influences the Malaysian
consumers in purchasing the Smartphone. This research undertakes an analysis of the
determinant factors that influences the purchase intention of the Smartphone by conducting
empirical investigation amongst the potential and the current Smartphone users. The aim of the
study lies in portraying the factor behind the growing importance of the device in the market of
Malaysia. It is through the identification of the unique characteristic of the purchase decision that
enables the market in identification of the unique characteristic of the target consumer.

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4. Research Design:
This particular study makes use of descriptive design in research where sole aspect of the
research depends on description of the occurrence. This research study, the research design helps
in exploration of the data for the development of the factors. Grounded theory have been
applied that put across provisions for the qualitative perspective of research (Savin-Baden and
Major 2013). This enabled theoretical explanations for the actions through the continuous
comparison of the available ideas. The study focuses qualitative data collection through
interviewing the respondents.
5. Data Collection:
For this particular study, collection of data depends on primary and secondary data
sources. Primary data is collected by conducting interview while secondary data is collected
from the online or the various academic sources. This particular study makes use of both the
process.
As far as the sampling method and size is concerned, it represents the techniques for
selecting the elements from the entire population that acts vital in development of the significant
results from study. The issue with larger sample is that it is mitigated via selection the elements
from overall population. In collecting primary data, a process is initiated by focusing on the
target population that comprise of the segments ideal for the research. This research study made
use of the convenience sampling in which the employees remain selected for an interview for
providing in-depth answers (Etikan, Musa and Alkassim 2016).

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6. Data Analysis Technique:
In this study, data remains collected through primary data analysis by conducting face-to-
face interview of 5 respondents. The questions of interview are mostly open-ended that facilitate
the examination of perception of the respondents about the research problem. The data collected
is qualitative and does not compromise with the mathematical calculations (Lawrence and Tar
2013).
7. Reporting:
This particular research study revolves around the factors that help the consumers in
selecting Smartphone in Malaysia (Rahim et al. 2016). The primary data collected through the
process of interview of 5 respondents while secondary data is collected from the authentic
academic sources, newspapers and journals that focus on the factors that influence the usage of
the Smartphone. In other words, the data is analyzed through the use of qualitative method.
The questions for the interview are as follows:
Focus Questions
1. What do you look for when you buy a Smartphone?
2. Is there any special feature that you look for?
3. Looking back, how today’s Smartphone is different?
4. Are there any new functions that you would like to add?
5. How the Smartphone has become a part of your day to day life?

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Exit Questions:
1. Are you satisfied with your choice of Smartphone?
2. Would you like to switch to a new brand of Smartphone? Why or Why not?
3. What do you think are the pros and cons of using the Smartphone?
4. Would you recommend buying a Smartphone to your friends?
It can however be noted conclusively, that the drastic development of the Smartphone
technology have imposed a rising influence on the diffusion of the variety in operational system
that enhanced ownership amongst the Malaysian consumers. Some of these developments
include:
Higher Speed Operating and Processing System: This revealed that the varied purpose
of the Smartphone contributed to extensive understanding of the context and applications thereby
putting across the design implications for the interfaces on the Smartphone (Tanenbaum and Bos
2015). The operating system of the Smartphone like the key sequence, pre-defined key, use of
switch and a computing system allows the users of Smartphone in accomplishing the task
without the assistance of computer.
Design of the Smartphone: The simplified interface design contributes to the higher
performance of the Smartphone thereby helping the user in accomplishing the task while the
visual display contributes towards the evaluation of the positive satisfaction of the users. It was
also found through investigation that the aesthetic design of a Smartphone influences the
emotional reaction of the users (Hsiao 2013). In this regard it has been found that men prefers the

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black color more than the females and often are seen to consider the Smartphone as fashion
accessory. It is also the ergonomic design of the Smartphone that enhances its usability.
Convenience or Brand or Application: It was discovered that various socio economic
status have different intention of adopting the Smartphone technology and it has been found that
people belonging to the lower socio economic status usually spends higher on the installation of
the application. Besides, mobile application has been used by the clinicians for optimizing the
decision for care support.
8. Timetable:
Activity 1st to
3rd
Week
4th to
10th
week
11th
to
13th
Wee
k
14th to
17th
Week
18th to 21st
Week
22nd to
23rd
Week
24th
Week
1. Topic Selection 
2. Data Collection  
3. Layout Creation 
4. Literature Review   
5. Analysis and
Interpretation of Data
Collected
  
6. Findings  
7. Draft Formation  
8. Final work
Submission


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Figure 1: Gantt chart
Source: By Author

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References:
Bort-Roig, J., Gilson, N.D., Puig-Ribera, A., Contreras, R.S. and Trost, S.G., 2014. Measuring
and influencing physical activity with smartphone technology: a systematic review. Sports
medicine, 44(5), pp.671-686.
Etikan, I., Musa, S.A. and Alkassim, R.S., 2016. Comparison of convenience sampling and
purposive sampling. American journal of theoretical and applied statistics, 5(1), pp.1-4.
Hsiao, K.L., 2013. Android smartphone adoption and intention to pay for mobile internet:
Perspectives from software, hardware, design, and value. Library Hi Tech, 31(2), pp.216-235.
Laudon, K.C. and Laudon, J.P., 2016. Management information system. Pearson Education
Lawrence, J. and Tar, U., 2013. The use of grounded theory technique as a practical tool for
qualitative data collection and analysis. Electronic Journal of Business Research Methods, 11(1),
p.29.
Lay-Yee, K.L., Kok-Siew, H. and Yin-Fah, B.C., 2013. Factors affecting smartphone purchase
decision among Malaysian generation Y. International Journal of Asian Social Science, 3(12),
pp.2426-2440.
Mad Lazim, H. and Sasitharan, D. (2015). What Factor Persuade Malaysians Consumer to
Purchase Smartphone?. Journal of Technology and Operations Management, 10(2), pp.38-50.
Mothar, N.M.M., Hassan, M.B.A., Hassan, M.S.B.H. and Osman, M.N., 2013. The importance
of smartphone’s usage among Malaysian undergraduates. IOSR Journal of Humanities and
Social Science, 14(3), pp.112-118.

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Poushter, J., 2016. Smartphone ownership and internet usage continues to climb in emerging
economies. Pew Research Center, 22, pp.1-44.
Rahim, A., Safin, S.Z., Kheng, L.K., Abas, N. and Ali, S.M., 2016. Factors influencing
purchasing intention of smartphone among university students. Procedia Economics and
Finance, 37, pp.245-253.
Savin-Baden, M. and Major, C.H., 2013. Qualititaive Research: The Essential Guide to Theory
and Practice. Qualitative Research: The Essential Guide to Theory and Practice. Routledge.
Tanenbaum, A.S. and Bos, H., 2015. Modern operating systems. Pearson.

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Appendices:
Appendix 1: Interview Questions
Focus Questions:
1. What do you look for when you buy a Smartphone?
2. Is there any special feature that you look for?
3. Looking back, how today’s Smartphone is different?
4. Are there any new functions that you would like to add?
5. How the Smartphone has become a part of your day to day life?
Exit Questions:
1. Are you satisfied with your choice of Smartphone?
2. Would you like to switch to a new brand of Smartphone? Why or Why not?
3. What do you think are the pros and cons of using the Smartphone?
4. Would you recommend buying a Smartphone to your friends?