A Report on customer perception and

preferences towards smartphone

brand.

Submitted to

Sarker Rafij Ahmed Ratan

Assistant Professor, SoBE

United International University

Submitted By
Tahsina Tabassum

Id: 1111-31-004

Date- 8th April, 2018

United International University

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ACKNOWLEDGEMENT

First of all we would like to thank the Almighty for giving me the strength, and the aptitude to
complete this report within the time.

Specially, I am thankful to my honorable faculty Sarker Rafij Ahmed, Assistant Professor, School
of Business and Economics, United International University, who helped me in every step of
starting and gave me necessary advices and guidelines to complete my report promptly.
Without his help & support I could not be able to complete this report successful. I am very
thankful to have got this opportunity to work on a satisfying report. I have gained an in-depth
knowledge on the topic of brand evaluation.

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Letter of Transmittal:
8th April , 2018

Sarker Rafij Ahmed Ratan

Assistant Professor

School of Business & Economics

United International University

Subject: A report on customer perception and preference toward smart phone

brand.

Dear Sir,

This is my humble attempt to inform you that here is the report you have estimated as to
prepare research on the topic “Customer perception and preference toward smart
phone brand.” I tried to give all the information what I actually gained by analyzing and
based on the requirements about this topic.

I would like to thank you for allowing me with such an important topic. I am ready to
provide any further information regarding the report, if necessary.

Sincerely Yours,

Tahsina Tabassum

Id: 1111-31-004

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A Report on customer perception and
preferences towards smartphone
brand.

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 Executive Summary

Actually smartphone is device which is technically functionally as same as personal computer.

With technological advancement now a day smartphone has becoming more smatter than
before. In this project report I will try to show how important the smartphones and it influences
in our daily life work. Now a day we cannot pass a single day without it and we are now too
much dependent on it. There are very advance features of smartphones like internet, instant
messenger, games, camera, audio, video and so on. Consumer can call these an entertainment
device. Here I will discuss the customer perception and preferences toward smart phone. What
our young generation thinks. Because the popularity of smartphone is increasing day by day,
consumers are becoming more conscious and choosy about their smartphone brand. There are
lots of good smartphones brand available in the market like Apple, Samsung, Oppo, Huawae,
HTC, LG and so on. For its technological, more advancement marketer is hoped that within
few years the purchase of smart phones will rapidly increase but it will need some vendor’s
modification.

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 Table of Content

Introduction:.................................................................................................................................................. 8
1.1 Background of the report ........................................................................................................................ 8
1.2 Problem Statements ................................................................................................................................ 8
1.3 Objective of the study ............................................................................................................................. 8
1.4 Scope of the report .................................................................................................................................. 9
1.5 Limitations of the Study.......................................................................................................................... 9
Smart phone marketing overview and its attractiveness ......................................................................... 11
2.1 Overview of Smart Phones ............................................................................................................... 11
2.2 List of Operating Systems ................................................................................................................. 11
2.3 Smart Phone Manufacturers .............................................................................................................. 12
2.4 Branding of smart phones ................................................................................................................. 13
3.1 Implications & Justifications ........................................................................................................ 15
3.2 Future ............................................................................................................................................ 15
METHODOLOGY ......................................................................................................................... 17
4.1Target people and sampling ....................................................................................................... 17
4.2 Primary data .............................................................................................................................. 17
4.3 Secondary data .......................................................................................................................... 17
Findings....................................................................................................................................... 19
5.1 Preferences of Application Software ................................................................................. 19
5.2Preferences on Mobile Contents ............................................................................................ 20
5.3 Software Application by Ages and Genders ......................................................................... 22
5.4 Preferences on the Pricing..................................................................................................... 22
5.6 Internet Browsing ............................................................................................................... 24
5.7 E-mail Access via Smartphone.......................................................................................... 24
5.8 Gaming using Smartphone .................................................................................................... 25
5.9 Blogging via Smartphone...................................................................................................... 26
Conclusion ............................................................................................................................. 26
References: .......................................................................................................................... 27

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Chapter One

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Introduction:

1.1 Background of the report

We know that the theoretical and practical knowledge is not the same. The theoretical learning
is successful when we can use it to the practical field. The main purpose of these reports is to
apply my theoretical knowledge in practical life. In this project time I have engaged myself with
different ages people. I survey about 50 persons and most of them are young stars.BY this time
of survey I came to know their preferences and perception about the smartphones. In future
which advance features they want and as a brand which one they like most.

1.2 Problem Statements

Actually the size area of mobile market is very sheer so the marketers are still a far away from
consumer actual preference and perception toward using mobile software. The main purpose
of these report paper is to find out the consumers preferences and perception about
smartphone brand and feathers like camera, internet browsing, ringtones, charging condition,
speed of internet etc. Here I Wii get an overall knowledge of Dhaka Bangladesh mobile
software knowledge. I think these report will play a vital role for the mobile software developer
and marketer to making their strategies more effectively than before.

1.3 Objective of the study

To measure the socio economic profile of smartphones users.

To know the knowledge of smartphone about consumers.

To know the consumer perception and preferences toward smart phone

To know the feathers which customers want

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To know the factor which they consider before purchasing smartphones

To know the problems what they face during using the phone

1.4 Scope of the report

I did the report to understand the consumer preferences and perception toward smartphones.
conducting the report in a successful and meaningful way number of factors was received that
impact consumers during using their Smartphone

1.5 Limitations of the Study

At the time of preparing these report I faced a lots of problems. Mostly seeing the limitation of
the time, money and others information’s are not available. The following problems are faced
during doing the report.

=>The survey was conducted only to the Dhaka city.

=>There are lots of considerable features of smartphones but I consider only 10 of them.

=>The information was collected year 2017 and the report was prepared in year 2018.

=>The respondents did not give enough time at time to provide their valuable information’s.

=>Most of the survey respondents were young generation University students.

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Chapter 2

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Smart phone marketing overview and its attractiveness

2.1 Overview of Smart Phones

In present days smart phones must do most of things in our technological life. It has not only
faster networking system but also has technological literate that make the smart phones more
powerful than before. They are taking huge markets share for their very productive features,
flexibility, and better connection with the whole world through internet. Smart phones are
increasing their values with many benefits like wireless technology, and the note book
computers.

Some of them keypad are as similar as notebook PC, it is known to us as QWERTY keypad
.These types of smart phones are very comfortable to use and suggested to use when users
types a lot. Screen keypad is another types of keypad, it comes from buttons not really touch
screen but it is known as a smart phones for the smart phones user. We all know that touch
screen are very advanced but it is a little bit difficult compared to the QWERTY keypad.(Jackson
2010; Alejandro, X).

2.2 List of Operating Systems

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Now a days very companies are using many types of operating system run their smart phones,
among them Symbian is most important and popular software now a days, and almost every
smart phones companies commonly use these tools. Here are the lists of some well-known
software
Linux

Java

Unique Operating System

Apple OS

2.3 Smart Phone Manufacturers

Now using the modern technology all mast all mobile company are manufacturing two kinds of
phones smart phones and normal phones, and marketers are improving to do every possible
experiment to make their smart phones smarter than before. Every one company has unique
design, different technology and all of they are trying to be no one in their field. Most popular
smart phones company name given bellow

Apple

Samsung

Oppo

Huawei

Htc

Symphony

Walton

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2.4 Branding of smart phones

Now mobile phone is an essential part of our daily life and it has a very advance technology.
Now mobile phone is not only sending and receiving phone calls or text messages, it can now
do all most every function of computer. It has a great evolution from simple phones to smart
phones. Now smart phones are a hand held computer conforming our daily work schedule,
saving large document, playing video games, watching video movies, listening songs, using
internet and so on.

Smart phones become really very popular in the modern world. Smart phones make it possible
that very one can carry his own personal data and information as his own wish. It is very clear
and granted that in future smart phones will take all the place of other device like desktop,
laptop, note books etc. Now smart phones manufacturing company putting projector sharing,
and high mega pixel camera also.

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Chapter 3

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Smart phone overview and its performance

3.1 Implications & Justifications

Today smart phones give us all possible features that we need to do our everyday life what a

user need such as office suit, using internet, television facilities, using email, Bluetooth, share it
,very clear video camera, video chatting, face booking all possible things which do a computer.
Marketers are making Smart phones very advanced in every few months getting. For the
benefits of future human being technicians are putting all possible things to explore their smart
phones.

By the want and demand of human need smart phones are the best digital device for their
personal use. Instead of buying normal phones everyone is trying to buy a smart phones so he
can be beneficial by using Microsoft office suit, sending or checking email, where he needs

Consumers and marketers think that and no doubt in future smart phones will be only one
digital device to use for human being.

3.2 Future

Smart phones technology is very popular today, marketers are accepted that the sale of smart
phones will continuously increase next years but they need to improve some vendors and
should pick some new things like sensor, ware less charger, dual processor etc.

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Chapter 4

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METHODOLOGY

For doing any research report methodology is one of the prime issues for making reliable and
valid findings. It is also help a researcher to collect valid data and information and analyze the
data properly to get the desire conclusion.

4.1Target people and sampling

My study was conducted into the Dhaka city and my target audience are university student
[young generation].I survey among fifty university students. Fifty students were select
randomly as a sample.

4.2 Primary data

I gathered my personal data from customers who are university students and the employee of
the smart phones and shopkeeper of the smart phones. I provide questioners to the interested
customer and employee who participated in my survey.

4.3 Secondary data

I basically collected secondary data from on line articles, books, newspaper, annual report,
journal etc.

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Chapter 5

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Findings

Demographic variables profile of respondents is very helpful to understand the desirable outcomes.
Here I will try to calculate the demographic of respondents. Here I find nearly 80% of respondents is
below 36 years old. This outcome is linked up with previous studies which I got that teenagers and
young adults are the main users of smartphones than old adults. I survey among 50 users who uses
smartphones in Dhaka city.

5.1 Preferences of Application Software

Actually we all know that now the smartphones are smarter than others and the main reason is
application software. Without not using its features it is not being utilized. Here I try to summarize
application software utilization. The most used application software is music player, calendar, picture
viewer, and video player. Moreover, GPS, dictionary, and games received moderate attention in the
utilization. On the other hand, it indicates that finance manager, e-wallet, and personal information
manager are rare among respondents. The reason might be the consumers are yet to have faith and
confidence to store sensitive information in the mobile phone. So it indicates the importance of user
knowledge about the benefit of E-wallets.

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Table2. Utilization of Software Applications

Type of Software Applications Percentages

e-Books 20%

Email 34%

File Explorer 22.2

Finance Manager 13%

E-Wallets 9.85%

Music Player 45.28%

Calendar 32%

Dictionary 15.75%

Games 17.23%

Weather 5.5%

Backup 7.72%

Keyboard 28%

Keyboard

Clock 30

Location 5.92

Others things 2.87

5.2Preferences on Mobile Contents

Like software application there are few important contents of mobile phones for our users. I will try to
calculate the percentage that are respondents are willing to pay. The highest respondents are willing to

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pay application soft wares are display and games., besides the lowest percentage are willing to pay for
E-book and video clips.

Downloading free from computers can be the main reason, which we avoid to do in smart phones.

Here is the list of mobile content application.

Table 3 Popularity of Mobile Content

Applications Percentages

Wallpaper and Graphics 13.8%

Application software 41.8

Ringtones 10.4

Games 10

Video Clips 8.5

E-Book 8.5

Others 7

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In my survey I found that comparing to the female, male consumers (47 percent) are more willing to pay
for application software. Male consumers have more skill and interest than female consumers in using
application software. In my survey, willing to pay application software about 43% from every age group.
From here 16% respondents are younger who 16 years old. It indicates that purchasing power is or
income has a great impact on application software.

5.3 Software Application by Ages and Genders

5.4 Preferences on the Pricing

In my survey my one question was about pricing which they are interested to pay for useful application.
Nearly 40% respondents are ready to pay for ram 3 or less. Other side 31% people do not want to pay at
all. It clearly answer that price limit should be under controlled to increase their sell.

Preferences on Software Pricing

Options Percentages

Not willing to pay at all 31.1

RM2.00 or less 40.4

RM3.00 15.8

RM4.00 10.9

RM6.00 or more 1.8

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5.5 Behaviors in Different Smartphone
According to me, it is very important to understand the consumer attitude and behavior.in my survey I
found that blogging, email, g-mail via smart phone most popular behavior and attitude to the
respondents. In recent years the most useable things of smartphone are taking selfie and clicks are very
popular for young generation.

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5.6 Internet Browsing
Here i will try to show how frequently user assesses the internet via smartphone. According to my
findings about 65% respondents are browsing internet through their smartphones. It clearly indicates
that consumers in Dhaka city have a very high tendency to use internet via smartphones. In my cross
examinations I found that comparing to the female. Main consumers have more tendencies to browse
internet via smartphone.

5.7 E-mail Access via Smartphone

Almost half (42.75%) of the total user s of smartphone have ever been used e-mail through
smartphones. It is clearly indicate that majority of the consumers do not yet accepted the e-mail via
smartphone compeering to the female 9% more male are used to assess e-mail by using their
smartphone .

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5.8 Gaming using Smartphone
It is one of major market opportunity for the marketers and scope to see the way how consumers react
and utilize the mobile games. Among the all apps mobile games have adoption level among the
respondents compared to others apps using. About 84% respondents used to play games by using
smartphones. Most of the respondents are teenager and young adults and very few old adults are very
interested to play games with their smartphones. Similar to the internet browsing and e-mail assess
comparing to the female, main consumers are more used to play games with their smartphones.

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5.9 Blogging via Smartphone
Now a days blogging are widely accepted internet communication usage. People are amusingly adopt
blogging system via their smartphones, but almost half (47%) consumers have not yet tried to use
blogging via their smartphones, but only 20% consumers regularly using blogging via their
smartphones. It me be the cause of in efficiently using smartphone to write blog. Computer can also do
blogging easily and firstly. Actually particular technologies are essential factors when you write and
accept a blog. It is actually nothing but discovering context off using application software.

Fig. 6: Frequency of Blogging via Smartphone

Conclusion
As my overall findings I found that using various mobile content like games internet browsing
application software games, email male consumers have higher acceptance level whereas female
consumer are very conscious about ringtone, wallpaper, display and camera while they are adopt or
purchasing mobile phone. Young male prefer those phone that are beneficial to fulfill their informational
need because they are little bit practical comparing to the female smartphone users. Behavior and
attitude are linked up with the occupational and educational informational level. Older persons bellow
50 or more than 50 years they do not want to use smartphone as they think the use of smart phone is
very complex. But future geo demographic (age gender) like campaign, advertisement, field work can
increase the use of smartphone.

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References:

• The basic of branding , by Theresa Meyers, The Brand Gap by Marty Niemeyer,
Argyrols, C. & Schon, D. (1995).
• Marketing principles , By Philip Kotler, Gray Armstrong (The 12th Edition)
• Giltow, H, Oppenheim, R. (2014). Marketing: Tools and methods for improvement.
• Aktouf, O. (2012). Marketing & Branding theories of a product in the 1990s: Toward a
critical radical humanism, Academy of Marketing Review, 17, 407-431
• From Edited Books: A consumer behavior and competitive advantage (pp.121-138).
London: SAGE. Andréa, R. & Ciborra, C. (1996). Core capabilities & information
technology.

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