Impact of Aesthetics, Price & Tech on Smartphone Consumer Attitude

This assignment focuses on understanding consumer attitudes toward smartphones, specifically Apple and Samsung. It includes a questionnaire designed to gather data on the influence of aesthetic value, price, and advanced technology on consumer purchasing decisions. The questionnaire covers general information about the respondents, followed by sections exploring the impact of aesthetics, price, and advanced technology on consumer attitudes. A report is also required, including a literature review that critically analyzes past research on the topic, explaining the rationale for the research, the chosen independent variables (aesthetic value, price, and advanced technology), and how these factors relate to consumer attitude, which is the dependent variable. The report also outlines the problem statement, purpose of the study, research objectives, hypotheses, and target audience. This comprehensive approach aims to provide valuable insights into consumer behavior in the smartphone market.

Impact of aesthetic value, price and advanced technologies on consumer attitude towards
buying smartphones.
This questionnaire is designed to study the major factors such as aesthetic value, price and advanced
technology that influence the consumer attitude towards buying smartphones. Your participation is
much appreciated and your answers will be treated confidentially and will be used for academic
purpose only.
Section1 General Information (Please choose the most convenient answer)
G01 Gender ☐ Male ☐ Female
G02 Age group (years) ☐ 20 -25 ☐26-30 ☐31-35 ☐36-40
G03
Education
a. Up to High School
b. Diploma
c. Bachelor Degree
d. Master/Doctorate
G04 Years dealing with Social Media ☐<3 years ☐3-6 years ☐7+ years
G05
Which of the following smartphone brands you are using?
a. Samsung
b. Apple

SECTION B: Aesthetic value influences consumer attitude
SECTION C: Price influence consumer behaviour
SECTION D: Advanced technology influences the customer attitude to buy
smartphones
Aesthetic Value
AV1 You buy smart phone based on its looks SD D N A SA
AV2
In your opinion smartphones should have good looks than
performance SD D N A SA
AV3 The built quality of the phone makes you prefer to buy the phone SD D N A SA
AV4 I-phones are looking better than Samsung smart phones SD D N A SA
AV5
I-phones are slim and light in weight in compare to Samsung
smartphones SD D N A SA
AV6 I-phones are easy to carry in compare to Samsung smartphones SD D N A SA
Price Mark
PM1 You are looking for high price smartphones. SD D N A SA
PM2 High price should be justified for good smart phones SD D N A SA
PM3 Price of the smart phones has to be based on the quality SD D N A SA
PM4 A good I-phones costs more than a Samsung smartphone SD D N A SA
PM5 Samsung smartphones’ price is justified with the quality SD D N A SA
PM6 Apple i-phones set its price based on quality SD D N A SA

Section E: Impact of aesthetic value, price and advanced technologies on consumer
attitude towards buying smartphones.
RT1 Aesthetic value, price and advanced technology has direct impact on the
consumer attitude to buy smartphones between Samsung and i-phones SD D N A SA
Advanced Technology
AT1 Your smart phone have advanced features SD D N A SA
AT2 Security is the most important part for smartphones SD D N A SA
AT3 Your smartphone supports next-gen technologies SD D N A SA
AT4 Ios is better than android SD D N A SA
AT5 Apple has number of exclusive features in compare to Samsung SD D N A SA
AT6
The security measures in Samsung smartphones are same as Apple
i-phones SD D N A SA
AT7 Apple uses more advanced technologies in compare to Samsung SD D N A SA