Investigating Factors Influencing Consumer Smartphone Purchases

This report delves into the factors influencing consumer buying behavior in the smartphone market. It begins with an introduction highlighting the significant growth of smartphone sales and their impact on modern life, followed by an investigation into the topic, outlining research objectives and questions. The rationale emphasizes the study's importance for marketers in understanding consumer preferences. Ethical considerations are addressed, ensuring participant privacy and data integrity. A comprehensive literature review examines factors such as price, product features, social influences, brand name, and marketing activities. The research methodology integrates qualitative and quantitative approaches, employing questionnaires for data collection and analysis. The report anticipates outcomes and concludes with a discussion of the findings and implications for future research and marketing strategies, referencing key academic sources throughout.

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Business management
[Type the document subtitle]
3/19/2020
student name

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Contents
Introduction................................................................................................................................2
Investigate the topic...................................................................................................................4
Objectives...................................................................................................................................4
Research questions.....................................................................................................................4
Rationale of the project..............................................................................................................5
Ethical considerations................................................................................................................5
Literature review........................................................................................................................6
Research methodology...............................................................................................................8
Data analysis..............................................................................................................................9
Likely outcomes.......................................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Introduction
Research work represents a creative and systematic analysis for enhancement of human
knowledge and overall knowledge of culture and society. Considering this piece of work, the
focus will be to analyse the buying behaviour pertaining to the factors that could be
responsible for the change in buying behaviour of the consumers while purchasing a
smartphone (Hie & Shabrin, 2017).
Global trends pertaining to mobile purchase and use by the consumers has been changing
since years and have reached to all aspects of impacting the lives of consumers. The trend
reflects that mobile devices or smartphones have become modern life fixture. To the extent
that individuals have not been able to reflect their abilities without mobile devices access and
use smartphones in order to Participate in society activities and today’s economic with full
spectrum (Martins & Costa, 2019). The smartphone continue to Offer various new
opportunities and has been helping to innovate and inform the markets towards growth. The
statistics of last 10 years reflect that the sale of the smartphones have increased from 296.65
million in 2010 21560.85 million in 2020. As presented below the growth of global
smartphone sales have reflected the telecommunication sector growth and consumer
behaviour towards smartphone purchase and consumption (Craig & Douglas, 2015).

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Figure 1: (Source: (statista, 2020)
Key drive that has impacted the consumer behaviour towards smartphone our innovative use
And ability of the product to fulfil consumer needs pertaining to entertainment, getting social,
e-commerce activities, payment mode, social factors, social status.

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Investigate the topic
This research study has been focusing towards the factors that have influence consumers to
purchase smart phone and influence their behaviour towards the smartphone in today’s world.
They could be various influencing factors like social, personal, cultural factors affecting
consumer behaviour. It can be said that the research problem State that “do social, personal or
psychological factors have impact on buying behaviour of consumers” (Feng & Chari, 2018)
Objectives
The research objectives for studying and analysing consumer behaviour towards smartphone
are
 Identifying the factors that may play major role in purchase decision making of
smartphone consumers
 Understanding the level of impact of pricing factor in purchasing decision making of
the consumers for smartphone
 To examine the cause or purpose of people to use smart phone and level of influence
through various factors while purchasing a smartphone in the market.
Research questions
Major research questions include
 What is the major purpose of individuals to purchase smartphone? Purchase of
smartphone is need or want of a consumer?
 What are the factors that are affecting the purchase of smartphone?
 What is the level of influence of these factors affecting a smartphone user?

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 Does price of a smartphone influence consumers buying behaviour in the market?
Rationale of the project
The studies relevance or significance include
 The current research and will act as a helpful tool for the marketers to understand the
factors that may be influencing the smartphone consumers and me act as a
improvement tool for the marketers in near future.
 This study will also reflect the psychological beliefs and perspective of the consumers
towards the smartphone and product features.
 The study will helpful for the smartphone brands and marketers to strategies
marketing activities in near future (Chari & Feng, 2018).
Ethical considerations
Ethical consideration is the principles that would be considered as the base for the research
conducted. This will include principles and values that are reflecting the research questions
and acknowledgement to the research problem while deciding on the actions that can be taken
across the research. The ethical consideration for this research include
 The sample participants responding would not subject to any issue or harm
 The confidentiality among the research participants would be maintained but due
diligence and assurance of privacy.
 Honesty and transparency would be maintained a monkey research conduct and data
collection.
 Unbiased towards the treatment of sample piece with increased level of objectivity to
conduct and analyse the interpretation of the data collected across the research.

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 Data collection will consider voluntary participation only and collected data will
reflect answers of the respondents that provided willingly (Chari & Feng, 2018).
Literature review
There have been various research is conducted over consumer behaviour as it is a white topic
which reflect decision making process Offered by you while making the purchase of the
product. Consumer behaviour is the study that reflects a way a personal or a group of people
are purchasing, using and disposing off goods, ideas, service or experience in order to fulfil
their wants or needs. There have been various models study by the researchers which include
five stages to reach his buying decision (Elammari & Cavus, 2019).
There are various factors that are affecting consumer behaviour like social factors personal
factors, cultural factors and psychological factors. Considering smartphone users some of the
factors that have been identified by now as part of influencing consumer buying behaviour to
words the smart phone in the market include following.
Price of the product, price is one of the major factor that has been influencing the consumer
perception to words the product. Moreover this may depend on the purchasing power of an
individual. If a person is coming from a middle-class family, he or she may consider price as
one of the major factor and compare the price through the features of a smartphone so as to
make the buying decision making on the basis of this factor. As per the literature the price
competitiveness has been analysed by the consumers while purchasing smart phone that is
comparing similar models in all the brands so as to purchase most economical smartphone
with most of the features (Hie & Shabrin, 2017).
The previous point reflect the relevance of the product feature as one of the major factor, as
per the literature the most consumers agree to having better features are the most Influential

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factor for purchasing a smartphone. The consumers are generally found to compare similar
models from various brands and look as per their income level, usage and then make a
purchasing decision for a smartphone (Martins & Costa, 2019).
Another factor include social influences, smartphone has become a trend in the market which
reflect the social status for a consumer. For example a recommendation from the friends,
family may be one of the major factor for consumers to purchase a particular brand. This
reflects influence of the social group, people spending the time with social groups or a group
of people may influence another person to purchase similar brand or product (Rahim & Safin,
2016).
Another factor for purchase of smart phone is brand name. As discussed previously the
literature reflect smartphone has become trend for consumers in today’s world. Moreover the
brand name is one of the influential factors for purchase of a smart phone (Zhang, 2015). This
is one of the major reasons where people are tending to purchase expensive smartphone due
to the brand name or the brand image. The reason behind the brand image as one of the
influential factor is also social status of an individual as a smartphone has become an object
to reflect their status in the society (Filleri & Lin, 2017).
Marketing activities is another factor to influence the consumers. For instance A popular
brand face or brand Ambassador through marketing activities is one of the influential factors
for some of the individuals to purchase a particular brand in smart phone (Elammari &
Cavus, 2019).
Another important factor identified through literature is personal characteristics that is life
cycle, age, occupation, personality and self concept that is influencing the buying decision of
a consumer for smartphone. The literature reflects occupation and age are two major factors
that could influence the purchase as the usage of the product changes with the age and

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occupation (Murphy & Dweck, 2016). For example a businessman may be looking for a
smartphone that is helpful through its e-commerce activities. On the other hand college going
students may be looking for a different purpose for a smartphone like for the entertainment
purpose, do you to reference group and social groups. Does it can be said that personal
characteristics are found to be one of the major influential factor for buying decision process
in smart phone (Kaplan, 2015).
Research methodology
Research method reflects the study of designing, procedure and methods to be used while
conduct of research. The research methodology is helpful in selection and processing of the
information collected across the topic. Considering the factors influencing consumer
behaviour pertaining to smart phone purchase will include critical analysis of facts and
figures available, relative information and collected data across the research. There are
various types of research like analytical descriptive and experimental research which
Represent different suitability and approaches towards the research method. There are two
types of major researches that is qualitative or quantitative research where the qualitative
research is generally focusing towards collection of open and data and conversational
communication. This method is usually used to understand the thinking of people that is what
an individual is thinking and also the reason for that perception. This reflects the scientific
method to collect non-numerical data and interpreting the collected data to provide meaning
and answer to the research questions. On the other hand quantitative research reflects a
systematic empirical analysis of stimuli phenomena or data collected through mathematical,
statistical or computational techniques (Feng & Chari, 2018).
This research will consider as integration of qualitative and quantitative research as the
research method used for conduct of this research is questionnaire. Most common research

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methods that are used by the researchers in order to assess data are experiments,
questionnaires, survey, Interviews, observation, case studies and Delphi method. Among
these the most appropriate method to be used for conduct of this research study is
questionnaire as this is one of an appropriate way to obtain relevant information from mask
group of people. Moreover questionnaires are used when participants are not able to
interview for a large period of time or take part in various experiments. Questionnaire reflect
a flexibility of people to take their time thinking over a particular question and come back to
fill the questionnaire. Participants are also free to share their feelings or views with the
confidentiality through a possible reaction. However some people still do not find
comfortable answering to the questions honestly which may limit the research through false
interpretation of the data collected. This is the major reason for selection of this research
method for study of consumer behaviour as the questions may include quantitative as well as
qualitative research questions like analysing the consumer perception towards a particular
factor and identifying the key factors that have been influencing majority of the consumers
while purchasing a smartphone (Craig & Douglas, 2015).
Data analysis
Data collection and analysis reflect method used in the research study to collect the data and
analyse the data with due diligence. This could be a crucial aspect to be identified as the
reliability and relevance of the results are based on the data collected. The data can be
collected through either primary research method or secondary research method. Through
This research study the key method to be used for collection of data would be primary data
collection. The reason for selection of this approach is to Collect current data, understand and
qualitative approach and perception of the consumers In today’s world. Moreover the key
advantage of primary data collection is Ability to frame the questions directly to answer the

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research questions and ability to bowl the questions towards fulfilling the research objectives.
This is the first Hunt sources collected by the researcher which increase the validity of the
data collected. This may be time consuming and a bit expensive than that of secondary data
source but the results are more reliable through primary data as understanding the consumer
behaviour can only be done through questioning I’m getting response from the consumers
who are purchasing smartphones (Oldham & Silva, 2015).
Through questionnaire method as discussed in research methodology, the responses from the
Consumers will be collected and interpreted through statistical method. This reflects the data
analysis using graphs, tables and summarising the data collected in order to interpret the
findings and results from the data analysed.
Likely outcomes
Likely outcomes of this research process will be ability to answer the factors that are most
influencing for the consumer buying behaviour of smartphones. The consumer perception
towards smartphone use and purpose of use of smart phone would be understood. Moreover
smartphone perception towards price of the product And reason for smartphone users to
purchase expensive phones will also be understood, therefore eventually reflecting the buying
behaviour of consumers in smartphone market (Stephen, 2016).

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Conclusion
From research report, it can be concluded that technological change in environment has
increased the use of smart phone, which has also reflected a major competition among the
smartphone companies, so as to induce consumers to purchase the brand. Smartphones have
been enabling people across the globe to more effectively communicate and also modern
usage reflects payment of bills and remotely controlled variables in cars and homes. The
research problem State that “do social, personal or psychological factors have impact on
buying behaviour of consumers”

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References
Chari, S. & Feng, H., 2018. Research in marketing strategy. Journal of the Academy of
Marketing Science, pp.1-26.
Craig, C.S. & Douglas, S.P., 2015. International Marketing Research. Chichester: John wiley
& sons.
Elammari, H.A. & Cavus, N., 2019. Investigating the Factors Affecting Students’
Smartphone Purchasing Behaviors in the Context of Mobile Learning. International Journal
of Emerging Technologies in Learning, 14(22), pp.111-21.
Feng, H. & Chari, S., 2018. Research in marketing strategy. Journal of the Academy of
Marketing Science, pp.1-26.
Filleri, R. & Lin, Z., 2017. he role of aesthetic, cultural, utilitarian and branding factors in
young Chinese consumers' repurchase intention of smartphone brands. Computers in Human
Behavior, 67, pp.139-50.
Hie, C. & Shabrin, N., 2017. Factors affecting smartphone purchase decisions of generation-
Y. Journal of Contemporary Issues in Business and Government, 23(1), p.47.
Kaplan, B., 2015. Marketing Strategies For The Generation “C” Consumer Behavior: An
Overview For The GSM Market in Turkey. In Handbook of Research on Developing
Sustainable Value in Economics, Finance, and Marketing, pp.463-75. Available at:
https://www.igi-global.com/chapter/marketing-strategies-for-the-generation-c-consumer-
behavior/121375.
Martins, J. & Costa, C., 2019. How smartphone advertising influences consumers' purchase
intention. Journal of Business Research, 94(1), pp.378-87.

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Murphy, M.C. & Dweck, C.S., 2016. Mindsets shape consumer behavior. Journal of
Consumer Psychology, 26(1), pp.127-36.
Oldham, G.R. & Silva, N., 2015. The impact of digital technology on the generation and
implementation of creative ideas in the workplace. Computers in Human Behavior, 42, pp.5-
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among university students. Procedia Economics and Finance, 37(1), pp.245-53.
statista, 2020. global-smartphone-sales-to-end-users-since-2007. [Online] Available at:
https://www.statista.com/statistics/263437/global-smartphone-sales-to-end-users-since-2007/.
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