Marketing Research & Analysis: Consumer Smartphone Attitude

This report delves into the multifaceted factors influencing consumer attitudes toward smartphones, specifically focusing on Apple and Samsung. The literature review critically examines the impact of aesthetic value, pricing strategies, and advanced technologies on consumer behavior. The study's problem centers on identifying the key drivers of consumer choices in the smartphone market. The purpose is to understand how aesthetics, price, and technology affect purchasing decisions. Research objectives aim to identify relationships among these variables and analyze their influence on consumer behavior, leading to actionable recommendations. The study posits a hypothesis that these three factors significantly impact consumer attitudes. The target audience is Singaporean individuals aged 20-40, with a sample size of 60 respondents. The report incorporates references to support the arguments and methodologies used in the analysis. The report also includes a 25-question online survey to gather primary data. The survey questions are designed to evaluate the performance of Apple and Samsung smartphones across various attributes, facilitating a comparative analysis of consumer preferences and perceptions. The Fishbein model can be used to help design the survey questions. The report aims to provide insights into the market dynamics and consumer preferences within the smartphone industry.

Running Head: MARKETING RESEARCH & ANALYSIS
Marketing Research & Analysis
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1MARKETING RESEARCH & ANALYSIS
Table of Contents
1.0 Literature review........................................................................................................................2
1.1 Aesthetic value.......................................................................................................................2
1.2 Price.......................................................................................................................................2
1.3 Advanced technologies..........................................................................................................3
2.0 Statement of the problem...........................................................................................................3
3.0 Purpose of the study...................................................................................................................3
4.0 Research objectives & hypothesis.............................................................................................4
4.1 Research objectives...............................................................................................................4
4.2 Research hypothesis...............................................................................................................4
5.0 Subjects..................................................................................................................................4
6.0 Reference...................................................................................................................................5

2MARKETING RESEARCH & ANALYSIS
Topic: Impact of aesthetic value, price and advanced technologies on consumer attitude
towards buying smartphones.
1.0 Literature review
1.1 Aesthetic value
According to the research of Toufani, Stanton and Chikweche (2017) it can be stated that
the aesthetic value of products always influence or attract customers to buy the product. It is also
same in case of the smartphones where the customers also consider the aesthetic value as an
important aspect before buying a smart phone. Filieri and Lin (2017) pointed the aesthetic value
as a core psychological notion that drove the customers to get fond of a product. For the
smartphones, the smart looks and user friendly get up is always considered to be an important
factor that motivates the consumers to buy that particular phone.
1.2 Price
Price factor is definitely played a pivotal role in order to influence the buyers and their
mind set before purchasing any product. From the research of Li et al. (2016) it can be derived
that most of the business organisations are considering their pricing strategy a strategic tool to
penetrate the market and maximise the customers. The quality of the products or the servicing
quality is identified as the mainstay of the business strategy for establishing an effective business
orientation. In case of the smartphone customers, the quality or the features of the phone with its
brand image are the determinants for shaping the pricing of a particular product.

3MARKETING RESEARCH & ANALYSIS
1.3 Advanced technologies
From the research of Rigopoulou, Chaniotakis, and Kehagias (2017) it can be seen that
technological advancement is always been a pertinent factor for the business organisations in
order to provide unique and exclusive products for the customers. The article of Torous and
Roberts (2017) in course of dealing with the relationship between advanced technology in smart
phones and its impact on the consumer behaviour. Based on the research, it can be derived that
the build-up quality and the security measures are very much important to the customers. The
buyers are always looking for smartphones that offers advanced features and long battery life.
Therefore, it is always seems to have a great deal of impact on the customers’ preferences of
choosing smartphones.
2.0 Statement of the problem
The problem is to identify any particular factor that is responsible for the influencing the
consumer behaviour particularly. There are plenty of important factors that are unitedly help to
generate a great deal of impact on the consumer choice and attract the customers effectively.
3.0 Purpose of the study
The purpose of this study is to identify a range of factors in terms of the aesthetic value,
price and the advanced technologies that are directly influencing the consumer behaviour to buy
smart phones.

4MARKETING RESEARCH & ANALYSIS
4.0 Research objectives & hypothesis
4.1 Research objectives
 To identify the relationship among aesthetic value, price and advanced technologies
while buying a smart phone.
 To analyse the impact of aesthetic value, price and advanced technologies in order to
influence customer behaviour in buying smart phones.
 To recommend a collaborative measure of the factors to influencing the purchasing
decision of a smart phone buyer.
4.2 Research hypothesis
H1: Aesthetic value, price and advanced technology influence consumer attitude to buy smart
phones.
H0: Aesthetic value, price and advanced technology do not have influence on consumer attitude
to buy smart phones.
5.0 Subjects
The target audience will be Singaporean people with an age from 20 to 40. The purpose
of choosing that age limitation is to get adequate information from the buyers of adult age and
consider all the independent variable properly. The sample size will be 60 respondents
irrespective of gender.

5MARKETING RESEARCH & ANALYSIS
6.0 Reference
Filieri, R., & Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in
young Chinese consumers' repurchase intention of smartphone brands. Computers in
Human Behavior, 67, 139-150.
Li, I., Simonson, R., Babajanova, G., & Tuomala, M. (2016). Smartphone Diffusion and
Consumer Price Comparison Shopping Behavior: Implications for the Marketplace
Fairness Act. Economics Bulletin, 36(3), 1337-1353.
Rigopoulou, I. D., Chaniotakis, I. E., & Kehagias, J. D. (2017). An extended technology
acceptance model for predicting smartphone adoption among young consumers in
Greece. International Journal of Mobile Communications, 15(4), 372-387.
Torous, J., & Roberts, L. W. (2017). Needed innovation in digital health and smartphone
applications for mental health: transparency and trust. JAMA psychiatry, 74(5), 437-438.
Toufani, S., Stanton, J. P., & Chikweche, T. (2017). The importance of aesthetics on customers’
intentions to purchase smartphones. Marketing Intelligence & Planning, 35(3), 316-338.