ROYAL BUSINESS COLLEGE

Marketing Research Report For: Smartphones

(8086)

Submitted To: Gauri Patil

Submitted By: Harpinder Singh Brar
Student ID: A(7899)

Content
1. Abstract
2. Introduction
3. Research overview
4. Design
5. Methodology
6. Result and Discussion
7. Limitations
8. Conclusion&market recommendations
9. Appendices
Questionnaire ( part A ) (part B)
Code

Abstract
This is a marketing research report on Smartphones. This research is on different
Smartphone platforms (Android, iPhone, Windows, Others). The aspect I have
looked at in this research was, how these Smartphones are helping people in
improving there working performance.The main questions I asked in this research
are, what feature do people like in Smartphones and what new features people
want to have in their Smartphones.

Introduction
Technology plays a huge role in the average persons life today. A particular form of technology
that is on the rise is the use of Smartphone. A Smartphone is a mobile phone that offers data,
internet, and more computing abilities. The innovation of Smartphone is a growing business in
the world today. Smartphones are on the rise of dominating the cell phone industry. As prices of
Smartphones continue to decrease the people who own Smartphones continue to increase.
Smartphones have made such a huge impact on todays society, it uses many different operating
systems, and it will become more advance in the future. Today people are using Smartphones for
business uses as well as for personal uses. Every youngster is using Smartphone and they can use
Smartphone for many purposes.
In this research I am doing a search on how Smartphones are helping people in their personal
and business work. And what are the main features that people are using in Smartphones.

Research Overview
In this research I am going to gather both primary and secondary research. In primary research I
am going to gather information through survey of 20 people, and interview Smartphone users.
And I will have a look at different models of Smartphones introduced by different companies,
by visiting different mobile shops. And I will talk to the sales representatives of mobile stores to
know the features of famous Smartphones. And in secondary research I will have a look at
websites of different models of Smartphones, published Smartphone manuals,
magazines/newspapers articles on Smartphones. I will search for product reviews of
Smartphones over the internet.

Design
The research design will be based on surveys interviews of the different people and the questions
will be asked on the basis of questionnaire that consists of 20 questions and the sampling frame
will be the list of types of Smartphones in todays market and I will be using non-probability
sampling where I will use purposive or judgmental sampling.

Methodology
In this research the methods will going to be used is questionnaires which will be a sample frame
of not more than 20 people and questionnaire will be in 2 parts one part that are simple
demographic and choice questions and the other part will have open ended qualitative questions
for one to one interviews and I will be using quantitative and qualitative survey method which
includes questions of scales and optional based questions.

Results and Discussion

1. What is your age?

5%
20%

30%

18-21
22-25
26-30
31+

45%

In this research I interviewed 20 people and, 45% of total people are from the age group of
22-25yrs of age, and 30% are from group of 18-21yrs, and rest 25% are from age group of
26-30yrs and 31+. The result shows that most of the Smartphone users are from 18-21years,
and all of them are students and they are using it because of fashion statement.

2. What is your gender?

15%

male
85%

female

In terms of gender 85% of interviewed people are male and 15% are female.This result
shows that males are using more Smartphones than females. Because males found it more
catchy and attractive.
3. What is your income level?

20%
$250-300
15%

55%

$300-400
$400-500
$500-above

10%

Out of 20 people income level of 55% people is $250-300per week, 10% people earns $300400per week, 15% people earns $400-500per week, and 20% people earns $500 and
above.The result shows that Income level is not affecting the Smartphone sale at all, because
of different installment schemes people with low income level can also buy a Smartphone.
4. From how long are you using Smartphone? (if using any)

9
8
7
6
5
4
3
2
1
0
1

Out of 20 people, 8 have said that they are using Smartphone from last 1year. And 5 people
said that they are using Smartphone from 2 years and same no. of people said they are using
Smartphone from 3 years, and only 2 have said that they are using Smartphone from 4 or
above years. This result shows that Smartphone users are increasing every year. Very few
people are using Smartphones from 3-4years.

5. What kind of Smartphone do you own? (if any)

15%

5%

30%
Iphone
Android

50%

Windows
Other

Half of the total interviewed people are using Android phones, and 30% are using
iPhone(IOS), and 15% people are using Windows phones, and the rest 5% are using other

Smartphones. This shows that 70% people are using Android and iPhone, and Windows and
others are not very commonly used. Android and iPhone both are very user friendly in
comparison with windows thats the main reason of choosing them over windows and others.

6. How many brands do you know in Smartphone market?

8
7

4+

6
5
4
3
2
1
0

0
1

0
2

Nobody said that he knows only 2 or less Smartphones, every person knows at least 3
Smartphones. out of total 20 people 6 have said that they know 3 Smartphone brands, 7 have
said that they know 4 Smartphone brands, and 7 said that they know more than 4 Smartphone
brands. There are many brands in market these days thats why everybody knows more than
3 Smartphone brands.

7. How many Smartphones do you own now?

4+0

14

10

12

14

16

Out of 20 people 14 are having only one Smartphone, and 5 are having 2 Smartphones, and only
1 is owning 3 Smartphones, and nobody is owning 4 or more Smartphones. Most of the people
are using only one Smartphone because its hard to carry more than one Smartphones.

8. How often have you bought Smartphone in the past?

not at all0

Quite infrequently

Fair

12

Quite frequently

very frequently

1
0

10

12

14

Out of total 20 people only 1 said that he had bought Smartphones very frequently in the
past, 3 had bought Smartphones quite frequently. Most of the people (12) said that they
bought Smartphones fairly in the past, and only 4 have bought it quite infrequently, and no

one said not at all. This result shows that people are buying Smartphones and changing their
previous phone for keeping them up to date with new technologies and new fashion trends.

9. Give ranking to Smartphone on the scale of 1 to 5?

12

11

11
10

10

9
8

Android
Windows

6
4
2
0

Iphone

Others

3
2

2
1

0 10

0 20

1
5 0

Most of the people have given iPhone and Android very good ranking by giving 5 on the scale of
1 to 5. 11 people have given 5 ranking to iPhone and 10 have given the same to Android.
Ranking 4 is given to Android by 8 people and iPhone by 7 people. Ranking three is given to
Windows by 11 people and to others by 7 people, and iPhone and Android got this ranking by
two people each. Nobody has given ranking 1 or two to iPhone and Android. This result shows
that Android and iPhone are the favorite brands of people these days. And most of the people are
giving them good ranking in comparison with Windows and others. Android and iPhone are
providing more free Apps than other Smartphone brands thats the main reason of using them for
most of the people.
10. Why do you want to buy this type of Smartphone? Rank the following factors in
order of priority.
Out of total nine options give in this question most of the people have ranked brand, price,
performance, quality and design as top five factors. And they ranked platform, value,
reputation, services as last four factors. Most of the people ranked brand as no. 1 factor.
Young people are more concerned about brand because of showing status in friend circle and
they are after expensive Smartphones of brands like iPhone. And other group is working
class group and they are behind few factors such s performance, quality and service.

11. How important do you think brand is when you purchase a Smartphone?

14
12
10
8
6
4
2
0

13

3
1

For most of the people brand is a very important thing, 13 out of 20 people have said that
brand is very important for purchasing a Smartphone. 3 said that brand is important and 3
said its fair. Only one person said that brand is unimportant for purchasing a Smartphone,
and no one said that brand is very unimportant.

12. Will you switch to other alternative brand if they offer a similar but cheaper
Smartphone?

20%

20%
Very likely
Likely
Fairly

20%

Unlikely
5%

35%

Very unlikely

Most people said that they would likely switch to other alternative if it is similar but cheap.
35% people said they would likely switch to other brand, 20% people said very likely and
20% said unlikely, only 5% said fairly and the rest 20% said very unlikely.

13. Approximately how many hours per day do you spend using your Smartphone?
6
5

5
4

3
2

1
0

Only 2 persons said that they use their Smartphone for less than 1 hour, 5 persons said that
they use their Smartphone for 1-2 hours, 4 persons said they use Smartphone for 2-3 hours
and 4 said they use Smartphone for 3-4 hours. Most of the people said that they use
Smartphone for more than 4 hours a day. This indicates that students are using Smartphones
for more than 4 hours a day, and this shows that how important a Smartphone is for a student.
People of working class are also using Smartphones for more than 2-3hours a day and it
helps them a lot at their work.
14.

14. Do you use your Smartphone during working hours?

12
12
10

8
6
4
2
0
Yes
No

Most of the people use Smartphone during working hours, 12 people answered the question
as yes and only 8 people said no to this question. People are using Smartphones during
working hours because it helps them a lot in improving their working performance. Students
are also using Smartphones during their studying hours because it helps them with their
studies as well.

15. On the scale of 1 to 10, how often do you use your phone to help you with work?
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Rarely 2

9 Always

Most of the people rated it 7 on the scale. 5 people rated it 7 and 1, 3 and 8 ranking has been
given by 3 people each. 4, 5, and 9 ranking has been given by 2 persons each. Only one
person rated it 10 and nobody rated as 2 and 6. This result shows that Smartphones are
helping people to improve their working performance quite fairly.

16. For what purposes do you use your Smartphone the most? Please circle all that
apply.
25
20

20

19

16

15
10

12

10

18

11
7

All the 20 people said that they use Smartphone for using social networking sites on it. 19
people said they use it for texting, 18 said for surfing the web and 16 said they use it for
music. 12 people are using it for weather and 11 are using it for videos and 10 are using it for
gaming. And other features are used by very few people.

17. How is your satisfaction with your current operating system/platform?

Very dissatisfied0
Dissatisfied0
1

Fair

Satisfied

16

Very satisfied
0

10

12

14

16

80% people said that they are very satisfied with their current operating system, 15% are
satisfied and 5% are fairly satisfied with their current platform/operating system. And no one
is dissatisfied or very dissatisfied.

18. Do you have a profile on any of the Social Networking sites?

Chart Title
20
20
15

Axis Title

10
5
0
Yes

No0

All the 20 people said that they have a profile on social networking sites. This result shows
that every person is having a profile on social networking sites and this influence them to buy
a Smartphone to use their social networking profile everytime.

19. How do you discover new Apps? Please circle all that apply.
3

Other
Magazine advertisements0

Apps promoting other Apps

1

Television advertisements

itunes, etc

14

Friend/family recommendation

18

Searching the App Store

0

8 10 12 14 16 18

Most of the people said they discover new apps by searching the app store. Second choice of
most of the people is friend/family recommendation, and iTunes is there third choice. And
the rest of the options are selected by very few people.

20. Which is your favorite application, and why?

Out of total 20 people 4 said Viber is their favorite application, because of its free calling
feature and texting feature. Four people said that Navigator is their favorite application,
because it helps them in finding destinations. Two people said that Skype is their favorite
application because of its voice quality. Two people said whatsapp as their favorite
application, and two said keep calling is their favorite application. And rest of the people said
tango, safari,facebook messenger, play store, and temple run as their favorite apps. The
overall trend shows that most of the people are using Smartphone for making international
calls and navigation features.

21. What is the main use of Smartphone for you?

Out of total 20 people 9 have said that internet surfing is the main use of Smartphone for
them, 5 people said they use their Smartphone for social networking. And rest of people said
that they use their Smartphone for gaming, business purpose, international calling and
videos.

22. How new Smartphones can improve working performance?

Out of total 20 people 6 said that Smartphones can improve working performance by
launching new applications, and one person said that they can improve working performance
by providing full internet working same as laptops. And rest of the people said that they can
improve working performance by providing new and effective internet explorer, full MS
Office, and by improving its battery life. So overall result shows that Smartphone can
improve working performance by launching new updated Applications.

Limitations
I havent faced many difficulties while doing this research, but there are some small-2
difficulties which I faced during the research process. It was bit difficult to prepare a
questionnaire which covers all the research objectives and research questions. The other
difficulties in doing research was to interview 20 people and give them the brief of whole
research, and its bit hard to reach the different persons for interview, due to their busy
schedules that coincided with work.

Conclusion and market recommendations

Based on this research, our conclusion shows that:

In this survey I got mixed views from the 20 interviewed people, 10 of them said that
they own iPhone, 6 said they own Android, 3 said they own windows, and only one said
others. iPhone and Android should do good research and try to update their systems all

the time to retain their place in the market.

Most of the people ranked iPhone as the best Smartphone and Android got second

position.
Most of the people are satisfied with their current Smartphone and they are not

planning to change their brand in near future.

Factors such as age, income, and gender are having good impact on Smartphone
purchase, and the research shows that people are using Smartphones according to their
personality. All the brands should keep it in mind and try to launch new phones

according to different peoples personality and need.

Most of the people are using their Smartphone for calling softwares; every brand
should focus on different software support system. Most of the people are using
Smartphone at work and it helps them a lot in improving there working performance.
The main feature people want to improve there working performance is tohave full MS
Office access in there Smartphone, and good internet explorer.

Appendices
Questionnaire
PART-A

1. What is your age?

a. 18-21
b. 22-25
c. 26-30
d. 31+
2. What is your gender?
a. Male
b. Female
3. What is your income level?
a. $250-300
b. $300-400

c. $400-500
d. $500-above
PART-B

4. From how long are you using Smartphone?(if using any)

a. 1year
b. 2years
c. 3years
d. 4years or above
5. What kind of Smartphone do you own? (if any)
a. iPhone
b. Android
c. windows
d. Other
6. How many brands do you know in Smartphone market?
a. 1
b. 2
c. 3
d. 4
e. More than 4
7. How many Smartphones do you own now?
a. 1
b. 2
c. 3
d. 4 or more
8. How often have you bought Smartphone in the past?
a. Very frequently
b. Quite frequently
c. Fair
d. Quite infrequently
e. Not at all
9. Give ranking to Smartphone on the scale of 1 to 5?
a.
b.
c.
d.

Very poor
Android
1 2
Windows
1 2
Iphone
1 2
Others
1 2

very good
3 4 5
3 4 5
3 4 5
3 4 5

10. Why do you want to buy this type of Smartphone? Rank the following factors in order of
priority.

a.
b.
c.
d.
e.
f.
g.
h.
i.

Brand
Price
Performance
Quality
Design
Platform
Value
Reputation
Services

11. How important do you think a brand is when you purchase a Smartphone?
a. Very important
b. Important
c. Fair
d. Unimportant
e. Very unimportant
12. Will you switch to other alternative brand if they offer a similar but cheaper Smartphone?
a. Very likely
b. likely
c. Fairly
d. Unlikely
e. Very unlikely
13. Approximately how many hours per day do you spend using your Smartphone?
a. Less than 1 hour
b. 1-2 hours
c. 2-3 hours
d. 3-4 hours
e. 4+ hours
14. Do you use your Smartphone during working hours?
a. Yes
b. No
15. On a scale of 1 to 10, how often do you use your phone to help you with work?
Rarely
always
1 2 3 4 5 6 7 8 9 10
16. For what purposes do you use your Smartphone the most? Please circle all that apply.
a. Texting
b. News
c. Games
d. Sports

e.
f.
g.
h.
i.
j.
k.

Weather
Shopping
Social Networking
Video / Movies
Music
Surfing the web
Productivity (calendars, etc.)

17. How is your satisfaction with your current operating system/platform?

a. Very satisfied
b. Satisfied
c. Fair
d. dissatisfied
e. Very dissatisfied
18. Do you have a profile on any of the Social Networking sites? (i.e. Facebook, Twitter, etc.)
a. Yes
b. No
19. How do you discover new Apps? Please circle all that apply.
a. Searching the App Store
b. Friend / family recommendation
c. ITunes, etc.
d. Television advertisements
e. Apps promoting other Apps
f. Magazine advertisements
g. Other
20. Which is your favorite application, and why?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

21. What is the main use of Smartphone for you?

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
22. How new Smartphones can improve working performance?

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

Code table