How Consumers Select Smartphone: A Case Study of Malaysia

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