A STUDY ON CONSUMER PREFERENCE TOWARDS

TABLET & SMARTPHONE

Major Research Project Submitted to

DEVI AHILYA VISHWAVIDYALAYA, INDORE
FOR THE PARTIAL FULFILLMENT OF AWARD OF THE DEGREE
Master of Business Administration (2013-2015)
GUIDED BY

SUBMITTED BY

Mrs. Pragati Tomar

Anchlesh sahu

Assistant Professor

Student MBA 3rd SEM

Year 2013-2015

SHRI VAISHNAVSM INSTITUTE OF TECHNOLOGY & SCIENCE

Gram Baroli (Indore Sanwer Road ) Indore 453 331

DECLARATION

I am Anchlesh Sahu student of Shri Vaishnav School of Business Management, Shri Vaishnav SM Institute
of Technology & Science (SVITS), Indore (M.P.). I have prepared Major Research Project on the
topic A STUDY ON CONSUMER PREFERENCE TOWARDS TABLET & SMARTPHONE.

I hereby declare that the work is authentic.

ANCHELSH SAHU
MBA (Full Time) 4th semester

CERTIFICATE

This is certified that Mr. Anchlesh Sahu is a student of MBA (Full Time) 4th semester of Shri Vaishnav
School of Business Management, Shri VaishnavSM Institute of Technology & Science (SVITS), Indore
(M.P.). He has prepared his Major Research Project on the Topic A Study on Consumer
Preference towards Tablet & Smartphone.
The Major Research Project was under my supervision for the partial fulfillment of award of degree of
Master of Business Administration.

Mrs. Pragati Tomar

Assistant Professor (SVITS)
Supervisor MRP

Dr. Rajeev Shukla

HOD, MBA and MRP Coordinator

ACKNOWLEDGEMENT
Apart from my efforts, the success of this project depends largely on the encouragement and guidelines
of other respected person. I take this opportunity to express my gratitude to the persons who have been
instrumental in the successful completion of this project.
I would like to show my greatest appreciation and regards to my research supervisor
Mrs. Pragati Tomar (Assitant Professor ). Only thanking her is not enough for his tremendous support,
guidelines and help. I feel motivated and encouraged every time, I attended her meeting during the
major research project. Without her encouragement and guidance this project would not have
materialized.
I am thankful to Dr. Rajeev shukla (professor & HOD of MBA). And all the faculty members of MBA
department for their timely support and for providing such a nice research atmosphere. I am also
thankful to the college for providing all the necessary resources, I required for research work. I am
grateful to all for their constant support and help.
I would like to express my special gratitude and thanks to all buyers respondents for giving me such
attention and valuable time.
Finally I would like to express my gratitude towards my parents, friend and people who directly or
indirectly help me throughout the study.

Anchlesh Sahu
MBA, 4th semester (SVITS indore)

PREFACE
The study is to know about consumer preference towards tablets & Smartphone because today is the era
of technology so the digital mobility and connectivity grow more important every day. Today the
consumers are more aware about their needs and desires. So If the manufacturing company want to exist
in the market they have to manufacture the product according to the consumers needs and desires.
Marketers often think of mobile as an entire category of non-computer technology: Smartphone, tablets,
e-readers, and so on.
Mobility is indispensable in the digital age, and our mobile devices are portals through which we
connect with everything and everyone. Whether its a Tablet or Smartphone, these mobile devices give
us access to our social and business lives on demand. Many age group people uses that devices for
different uses even childrens are also own tablets or Smartphones.

The proposed study will provide what are the features which influence the consumers preference
towards the tablet or Smartphone. The study is conducted on what is the preference of customers
towards Smartphone or towards tablets in Indore city. The main objective is to identify how much
people are aware about the technology and what are the features which affect the buying preference of
consumer towards tablet and Smartphone.

TABLE OF CONTENT
1. INTRODUCTION
2. REVIEW OF LITERATURE
3. RATIONALE OF THE STUDY
4. OBJECTIVE
5. RESEARCH METHODOLOGY
6. RESULTS AND FINDING.
7. CONCLUSION
8. LIMITATION
9. RECOMMENDATION & SUGGESTION
10. SCOPE
11. REFERENCES
12. APPENDIX

INTRODUCTION

SMARTPHONE
A Smartphone is a mobile phone with an operating system. Smartphones typically
include the features of a phone with those of another popular consumer device, such as
a personal digital assistant, a digital camera, a media player, and/or a GPS navigation
unit. Later Smartphones include all of those plus the features of a touch screen computer,
including web browsing, Wi-Fi, 3rd-party apps, motion sensor, mobile payment and 3G.
A Smartphone is a mobile phone built on a mobile operating system, with more advanced
computing capability and connectivity than a feature phone: The first Smart phone
combined the function of a personal digital assistant (PDA) with Mobile phone. Later
models added the functionality of portable media players, Low-end compact digital
cameras, pocket video cameras, and GPS navigation Unit to from one multi-use device.
Many modern smart phones also include high-resolution touch screens and Web browsers
that display standard web pages as well as mobile-optimized sites. High-speed data
access is provided by Wi-Fi and Mobile Broadband The mobile operating systems (OS)
used by modern Smart phones include Googles Android, Apples iOS, Nokias Symbian,
RIMs Blackberry OS, Samsungs Beda, Microsofts windows phone, Hewlett-Packards
webOS, and embedded Linux Distributions such as Memo and Me ego. Such operating
systems can be installed on Many different phone models and typically each device can
receive multiple OS software update over its lifetime the distinction between smart phone
and feature phone Can be vague, and there is no official definition for what constitute the
difference between them. One of the most significant differences is that the advanced
application programming interfaces (APIS) on smart phones for running third-party
applications can allow those applications to have better integration with the phones OS
and hardware than is typical with feature phones. In comparison, feature phones more
commonly run on proprietary firmware, with third-party software support through
platforms such as Java ME or BREW. An additional complication in distinguishing
between smart phones and feature phones is that over time the capabilities of new models
of feature phones can increase to exceed those of phones that had been promoted as smart
phones in the past.
Some manufacturers use term super phone for their high end phones with Unusually
large screens and other expensive features. Other commentators prefer Chaplet in

recognition of their convergence with low-end table computers. The First cellular phone
to incorporate PDA features was an IBM prototype developed In 1992 and demonstrated
that year at the COMDEX computer industry trade show. A refined version of the product
was marketed to consumers on 16 August 1994 by Bellsouth under the name Simon
personal communicator. The Simon was the first Device that can be properly referred to
as a smart phone, even thought that term Was not yet coined. In addition to its ability to
make and receive cellular phone calls Simon was also able to send and receive
facsimiles, e-mails and page through its touch Screen display. Simon included many
many applications including an address book, calendar, appointment scheduler,
calculator, world time clock, games, electronic note Pad, handwritten annotations and
standard and predictive to screen.
In todays modern world a Smartphone has become a necessity. One cannot imagine a
life without a cell phone Due to the continuously rising good price; people are aiming to
buy less cost item by allowing for the only issue of the price; people have given top
concern to buy cheap as contrasted to thinking the issue of class. In a few states buy
cheap is not a fine choice for the people and has to face complexities on Smartphone
have been utilizing by nearly all of the people to concern with each other when people
have buy low down class goods to pass up some expenses. It is not a fine option for
connectivity. However, people are in a place to fine class goods in sensibly less costs in
shape of smart In smart phone people are capable to buy various classes, various qualities
and also in dissimilar rates. In the product people have the choice to buy cheap cell
phones according to their to requirement. While, people have many choices on hand to
pay for the items, then they have the choice to pick the item which is fine for their
handling. It is completely able to meet up the spreader condition of the consumers at the
sole position. In the china smart phone spots, people are capable to buy the product in
dissimilar classes on a similar point people have no necessitated going to dissimilar place
for collection of their buying procedure. People have lost of choices to buy cheap smart
phones, if they have the information about the goings of the dissimilar marketplaces. In a
few circumstances, some firm are presenting their technological goods in fewer costs
when they are aiming to in the items with new features. Smart phone are so
common now that they hardly attract ones attention.
People have started understanding the value, convenience and ease of owning a mobile
phone. Everyone including the young children carry a mobile phone these days. It has
become the most important item that an individual should posses. It is an instant

communication exchange tool used to make and receive calls as well as sends text
messages; listen to music, surf the internet and even play games. When smart phone were
first introduced, very few people could buy them. Smart phone are equipped with latest
features. A basic mobile phone without the advanced features is also available to make
and receive calls. Smart phone help to keep in touch with people mobile phones available
in miniaturized size with attractive designs and features provide access to many useful
features like camera, game, music and Bluetooth, which can be easily maintained. These
features make life much easier. In these days where people look for comfort, convenience
and reliability, the smart phones have provided them all.
TABLET
A Tablet Computer is a mobile computer with touch screen display, circuitry
and battery in a single unit. Tablets come equipped with sensors, including cameras,
a microphone,
an accelerometer and
a touch
screen,
with
finger
or
stylus gestures substituting for the use of computer mouse and keyboard. Tablets may
include physical buttons (for example: to control basic features such as speaker volume
and power) and ports (for network communications and to charge the battery). They
usually feature on-screen, pop-up virtual keyboards for typing. Tablets are typically
larger than smart phones or personal digital assistants at 7 inches (18 cm) or larger,
measured diagonally. One can classify tablets into several categories according to the
presence and physical appearance of keyboards. Slates and booklets do not have a
physical keyboard and typically feature text input performed through the use of a virtual
keyboard projected on a touch screen-enabled display. Hybrids and convertibles do have
physical keyboards, although these devices typically also make virtual keyboards
available. Conceptualized in the mid-20th century and prototyped and developed in the
last two decades of that century, tablet devices became popular in 2010. In March
2012, PC Magazine reported that 31% of U.S. Internet users owned a tablet, used
mainly for viewing published content such as video and news.[5] The top-selling line of
devices was Apple's iPad with 100 million sold between its release in April 2010 and
mid-October 2012,[6] but iPad market share in 2013 (number of units) was down to 36%
with Android tablets selling to 62%. Android tablet sales volume was 121 million
devices, plus 52 million, in 2013 and 2012 respectively.

REVIEW OF LITERATURE

A Comparative Study Of Smartphone Users Perception And Preference Towards Mobile

Payment Methods In The U.S. And Korea by Seungjae Shin, Mississippi State University, USA
(2014): As the Smartphone adoption rate increases, Smartphone users pay more attention to mobile
payment. There are several options for mobile payment but there is no dominate method. Proximity
mobile payment is the newest form of mobile payment. Security, cost, and convenience are three main
factors Smartphone users keep in mind when making a mobile payment. This paper investigates
Smartphone users perceptions and preferences toward mobile payment methods in Korea and the U.S..
U.S. Smartphone users have a willingness to pay more for a secure mobile payment transaction, even
though Korean users have more experience in the mobile payment frequency. Among the three factors,
mobile security is the factor of strongest influence on mobile payment frequency in both countries.

A Study On Mobile Phones And Gender. Chances And Challenges In Education Around The
World By Margarete Grimus, Graz University Of Technology(2013): This study aims to report the
perception of mobile devices in particular mobile phones - and the impact on education. Mobile
phones are common 21st century tools, offering functions as a storage medium, media player, navigation
system, encyclopedia, digital camera, game console, appointment book, news portal and last but not
least a communication platform. The study offers insights to the intersection of gender, mobile phones
and education in different parts of the world. Mobile communication technologies have revolutionized
social communication and chances for informal learning, especially in the developing world, with some
influence on negotiating gender issues.

A Study on the Factors Influencing Consumers Purchase Decision towards Smartphone in Indore
by Avijeet Singh Thakur (2013): The major objective of this research was to identify the key factors
which have a dominating effect on the consumers minds while making a purchase of Smartphone. It
was found that data is the measurement model suggested four factors price, brand preference, social
influence and features having a dominant influence on the purchase decision of consumers in Indore.

A study on Identifying Factors of Customer Satisfaction from Smartphone by Department of

Informatics & Computer Technology, Technological Education Institute of Lamia ,Greece (2012):
The purpose of this study is to investigate the factors affecting customer satisfaction from a Smartphone
and identify how these factors relate to each other. To achieve this objective we have applied a Fuzzy
Cognitive Map approach that provided an informative qualitative model showing both positive and
negative causal relationships between the factors which influence the Smartphone users overall
satisfaction.
A comparative study on Tablet vs. Paper: The Effect on Learners' Reading Performance Murat
Akcayir & Hakan Dundar Krkkale University, Turkey (2012): The purpose of this study is to

compare primary school 5th-class students electronic text reading performance, reading speed and
reading comprehension with tablet PCs and printed books. This study examined a sample of 20 students.
The students were randomly divided into two groups, a control group and a treatment group. The control
group students read ordinary printed books, and the students in the treatment group read the same text
on an electronic tablet PC display. Both qualitative and quantitative data collection tools were used for
the study. Qualitative data were collected on the reading speed and reading comprehension skills for
both groups of students. Statistically, there was no significant difference between the groups in reading
speed or the level of reading comprehension.
A Comparative Study Between Tablet and Laptop PCs: User Satisfaction and Preferences Joyram
Chakraborty, Anthony F. Norcio, A. Ant Ozok(2011):
This study aimed at determining user satisfaction and preference aspects of Tablet PCs in comparison to
laptop PCs and pen-and-paper environments. Several common computer tasks were examined in an
experimental environment on 34 college student participants. User satisfaction and preferences were
measured by comprehensive questionnaires. An analysis of variance was used for the empirical
comparisons. Participants did not have any difficulty in reading, direct manipulation, and form filling
tasks. There was a perception of a high number of errors by the participants for the writing task in Tablet
PCs. Overall, participants found the general computing capabilities and portability of Tablet PCs
impressive. However, the majority did not prefer Tablet PCs to laptop PCs to meet their everyday
computing needs. Results can help designers improve the overall usability of the Tablet PC and help its
development as a major computing medium.
.
A Comparative Study On Smartphone Vs. Tablets By Sarah Etter : The purpose behind the study to find
out the important distinction between the devices: when and where consumers use their smart phone and
tablets.Tablets are portable, while Smartphone are pocket able, So tablets are mostly used in the living
room, while Smartphone are used within the home and also on the go. Mobile phones are also the most
personal devices we use, while tablets are often shared with spouses, partners, or children. It is noted
that there are overlaps in terms of use case for Smartphone and tablets, as both are used in the home, and
both are used to consume some type of content. But due to Smartphone being used outdoors and on the
go more often, theres a massive difference in the types of experiences people expect based on the
device they are using.
.

RATIONALE OF THE STUDY

Today is the era of technology so the digital mobility and connectivity grow more important every day.
Today the consumers are more aware about their needs and desires. So If the manufacturing company
want to exist in the market they have to manufacture the product according to the consumers needs and
desires. Marketers often think of mobile as an entire category of non-computer technology: Smartphone,
tablets, e-readers, and so on.
Mobility is indispensable in the digital age, and our mobile devices are portals through which we
connect with everything and everyone. Whether its a Tablet or Smartphone, these mobile devices give
us access to our social and business lives on demand. Many age group people uses that devices for
different uses even childrens are also own tablets or Smartphones.
The purpose behind this study is to understand the reasons behind the purchase of tablet or Smartphone
by the consumer. My study also aims at defining the criteria of identifying factors which influence the
perception of customers. It also reviews the framework about the uses of Smartphone & Tablets.

OBJECTIVES

1. To identify the factors responsible for the user satisfaction and preference
among Tablet & Smartphone.
2. To know the awareness about technology and devices among the people.
3. To know the buying behavior of consumers.

RESEARCH METHODOLOGY

1. THE STUDY:
The research design used for carrying out this project is descriptive research
because the report deals with statistical data and the main cause of the report
is to describe the factors affecting the problem mentioned.
2. RESEARCH DESIGN:
The nature of research work is Descriptive in nature. Everyone is treated
equally for collecting data.
3. SAMPLING TYPE:
Convenience sampling was used.
3.1 SAMPLE SIZE:
Data was collected from 100 respondents of Indore city.
3.2 SAMPLING UNIT:
Respondents who are purchase of health drink are included in the sample.
Customers who are the users of Smartphone and Tablet were included in the sample.
3.3 AREA OF RESEARCH:
The respondents were from the Indore city.

4. DATA COLLECTION

4.1 PRIMARY DATA:Primary data for the study was collected through self structured Questionnaire
4.2 SECONDARY DATA:Books, internet websites, magazines, journals etc was used as a source of secondary data
collection
4.3 TOOLS FOR DATA ANALYSIS:

Mean
Standard deviation
Percentage analysis

RESULT AND FINDINGS

Gender
Frequency

Percent Valid Percent

Cumulative
Percent

male

76

76.0

76.0

76.0

female

24

24.0

24.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 76% respondents are male & 24% respondents are female.
study we found that most of the respondents of smart phones & Tablet are males.

Age
Frequency

Percent

Valid
Percent

Cumulative
Percent

15 to 25

73

73.0

73.0

73.0

25 to 35

21

21.0

21.0

94.0

35 to 45

5.0

5.0

99.0

Above 55

1.0

1.0

100.0

100

100.0

100.0

Total

From the above

INTERPRETATION: 73% of respondent are under the age limit of 15-25, 21% are under the age
limit of 25-35 year, 5% are 35-45 year, 1% are 55 year above of age group. From the above study we
had concluded that most of the respondent of smart phones & tablets are youngsters.

Education Qualification
Cumulative
Frequency Percent Valid Percent
Percent
Valid Post Graduation

29

29.0

29.0

29.0

61

61.0

61.0

90.0

Diploma

3.0

3.0

93.0

Other

7.0

7.0

100.0

Total

100

100.0

100.0

Graduation

INTERPRETATION: This table and pie chart shows that out of 100%, 3% respondents are Diploma
holder, 61% respondents are graduate, 29% are post graduate, 7% respondents have an other type of
qualification. This study says that most respondents are of smart phones & tablets are the graduate and
having the great use of gadgets in their day to day lives like for study, for fun, for social networking etc.

Occupation
Frequency Percent Valid Percent
Valid Self
Employed

Cumulative
Percent

12

12.0

12.0

12.0

Salaried

14

14.0

14.0

26.0

Student

73

73.0

73.0

99.0

Professional

1.0

1.0

100.0

100

100.0

100.0

Total

INTERPRETATION: 12% of respondent are Self employed, 14% respondent are Salaried, 73% are
Student, 1% is professional. Smart phones & tablets are most commonly used largely by students
because they have more use of it in their day to day life.

Monthly Income
Frequency Percent Valid Percent

Cumulative
Percent

Less than 10000

Rs.

71

71.0

71.0

71.0

10000 to 20000 Rs.

22

22.0

22.0

93.0

20000 To 30000
Rs.

3.0

3.0

96.0

30000 to 40000 Rs.

3.0

3.0

99.0

Above 40000 Rs.

1.0

1.0

100.0

100

100.0

100.0

Total

INTERPRETATION: respondent who have income of less than 10000 are 71%, respondent who earn
between 10000 to 20000 are 22%, respondent who earn between 20000 to 30000 are 3%, respondent
who earn between 30000 to 40000 are 3% & above 40000 monthly income is 1 %

Q1 Do you think that Smartphones are more portable than Tablet?

Frequency
Valid

Percent Valid Percent Cumulative Percent

Strongly
Disagree

1.0

1.0

1.0

Disagree

1.0

1.0

2.0

Neutral

7.0

7.0

9.0

Agree

45

45.0

45.0

54.0

Strongly Agree

46

46.0

46.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 1% respondents are strongly disagree, 1% are disagree, 7% are neutral, 45% are
agree, 46% are strongly agree.

Q2 Do you feel that Smartphone looks attractive than Tablet?

Frequency
Valid

Cumulative
Percent Valid Percent
Percent

Strongly
Disagree

2.0

2.0

2.0

Disagree

8.0

8.0

10.0

Neutral

14

14.0

14.0

24.0

Agree

33

33.0

33.0

57.0

Strongly Agree

43

43.0

43.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 2% respondents are strongly disagree, 8% are disagree, 14% are neutral, 33%
are agree, 43% are strongly agree .

Q3 DO you think that smartpnone have more expandable memory than tablet?
Frequency

Percent Valid Percent Cumulative Percent

Valid Strongly
Disagree

6.0

6.0

6.0

Disagree

16

16.0

16.0

22.0

Neutral

18

18.0

18.0

40.0

Agree

43

43.0

43.0

83.0

Strongly Agree

17

17.0

17.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 6% respondents are strongly disagree, 16% are disagree, 18% are neutral, 43%
are agree, 17% are strongly agree.

Q4. Do you
tablet
is
preferred for
gaming and Valid Disagree
videos than
Neutral

8.0

8.0

13

13.0

13.0

21.0

Agree

33

33.0

33.0

54.0

Strongly
Agree

46

46.0

46.0

100.0

100

100.0

100.0

Total

feel
that
more
reading,
8.0 watching

Cumulative
Frequency Percent Valid Percent
Percent

Smartphone?

INTERPRETATION: 8% respondents are disagree, 13% are neutral, 33% are agree, 46% are strongly
agree. From the above study we concluded that the most of the respondents prefer tablet for reading,
gaming, watching videos.

Q5 Do you think that the price of Smartphone is less than Tablet?

Cumulative
Frequency Percent Valid Percent
Percent
Valid Strongly
Disagree

14

14.0

14.0

14.0

Disagree

15

15.0

15.0

29.0

Neutral

26

26.0

26.0

55.0

Agree

29

29.0

29.0

84.0

Strongly Agree

16

16.0

16.0

100.0

100

100.0

100.0

Total

INTERPRETATION: 14% respondents are strongly disagree, 15% are disagree, 26% are neutral, 29%
are agree, 16% are strongly agree.

Frequency

Q6 Do
that

Cumulative
Percent Valid Percent
Percent

Valid Strongly
Disagree

2.0

2.0

2.0

Disagree

17

17.0

17.0

19.0

Neutral

21

21.0

21.0

40.0

Agree

40

40.0

40.0

80.0

Strongly Agree

20

20.0

20.0

100.0

Total
100
100.0
100.0
Smartphone provide better Internet browsing facility or connectivity than
Tablet ?

you think

INTERPRETATION: 2 % respondents are strongly disagree, 17% are disagree, 21% are neutral, 40%
are agree, 20% are strongly agree .

Q7 Do you feel that Smartphone have better battery backup than Tablet ?
Frequency
Valid

Cumulative
Percent Valid Percent
Percent

Strongly
Disagree

6.0

6.0

6.0

Disagree

11

11.0

11.0

17.0

Neutral

23

23.0

23.0

40.0

Agree

28

28.0

28.0

68.0

Strongly Agree

32

32.0

32.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 6 % respondents are strongly disagree, 11% are disagree, 23% are neutral, 28%
are agree, 32% are strongly agree .

Q8 Do you feel that Smartphone are easy to use than Tablets?

Frequency

Cumulative
Percent Valid Percent
Percent

Valid Strongly
Disagree

1.0

1.0

1.0

Disagree

10

10.0

10.0

11.0

Neutral

10

10.0

10.0

21.0

Agree

41

41.0

41.0

62.0

Strongly Agree

38

38.0

38.0

100.0

Total

100

100.0

100.0

;
INTERPRETATION: 1% respondents are strongly disagree, 10% are disagree, 10% are neutral, 41%
are agree, 38% are strongly agree .

Q9 Do you feel that Smartphone provide the better communication facility than Tablets?

Frequency

Cumulative
Percent Valid Percent
Percent

Valid Strongly
Disagree

5.0

5.0

5.0

Disagree

8.0

8.0

13.0

Neutral

14

14.0

14.0

27.0

Agree

26

26.0

26.0

53.0

Strongly Agree

47

47.0

47.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 5% respondents are strongly disagree, 8% are disagree, 14%

are neutral, 26% are agree, 47% are strongly agree .

Frequency

Percent Valid Percent Cumulative

Percent
Q10 Do you feel that Smartphone can be a substitute for laptop or Computer?
Valid Strongly
9
9.0
9.0
9.0
Disagree
Disagree

14

14.0

14.0

23.0

Neutral

21

21.0

21.0

44.0

Agree

30

30.0

30.0

74.0

Strongly
Agree

26

26.0

26.0

100.0

100

100.0

100.0

Total

INTERPRETATION: 1% respondents are strongly disagree, 10% are disagree, 10% are neutral, 41%
are agree, 38% are strongly agree.

Frequency Percent Valid Percent Cumulative

Q11 Do you feel that Tablets can be a substitute for laptop or Percent
computer?
Valid

Strongly Disagree

5.0

5.0

5.0

Disagree

12

12.0

12.0

17.0

Neutral

25

25.0

25.0

42.0

Agree

34

34.0

34.0

76.0

Strongly Agree

24

24.0

24.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 5% respondents are strongly disagree, 12% are disagree, 25% are neutral, 34%
are agree, 24% are strongly agree.

Cumulative
Frequency Percent Valid Percent
Percent

Q12 Do
that

Valid Strongly
Disagree

7.0

7.0

7.0

Disagree

9.0

9.0

16.0

Neutral

27

27.0

27.0

43.0

Agree

34

34.0

34.0

77.0

Strongly Agree

23

23.0

23.0

100.0

Total
100
Smartphones are easily repairable than Tablets?

100.0

100.0

you think

INTERPRETATION: 7% respondents are strongly disagree, 9% are disagree, 27% are neutral, 34%
are agree, 23% are strongly agree .

Q13 Do you think that the cost of maintenance of Smartphone is cheaper than Tablets?

Valid

Frequency

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

4.0

4.0

4.0

Disagree

9.0

9.0

13.0

Neutral

29

29.0

29.0

42.0

Agree

37

37.0

37.0

79.0

Strongly Agree

21

21.0

21.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 4% respondents are strongly disagree, 9% are disagree, 29% are neutral, 37%
are agree, 21% are strongly agree

Q14 Do you think that Smartphone support more applications than Tablets?

Frequency Percent Valid Percent

Valid

Cumulative
Percent

Strongly
Disagree

2.0

2.0

2.0

Disagree

10

10.0

10.0

12.0

Neutral

22

22.0

22.0

34.0

Agree

36

36.0

36.0

70.0

Strongly Agree

30

30.0

30.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 2% respondents are strongly disagree, 10% are disagree, 22% are neutral, 36%
are agree, 30% are strongly agree during response recorded.

Q15 Do you think that Smartphone works faster than Tablets?

\
Frequency
Valid

Cumulative
Percent Valid Percent
Percent

Strongly
Disagree

2.0

2.0

2.0

Disagree

6.0

6.0

8.0

Neutral

20

20.0

20.0

28.0

Agree

38

38.0

38.0

66.0

Strongly Agree

34

34.0

34.0

100.0

Total

100

100.0

100.0

INTERPRETATION: 2% respondents are strongly disagree, 6% are disagree, 20% are neutral, 38%
are agree, 34% are strongly agree.

CONCLUSION

Our purpose of this study was to examine consumer preference towards tablet and Smartphone. For this
purpose survey questionnaire method was used and through non probability convenient sampling

technique responses of respondents collected. After applying SPSS tests results revealed that customers
more prefer Smartphone than tablet because of the many reasons.
There are many

reasons which makes Smartphone much popular than tablet .Some of are better

battery backup , more application support , easy to use , looks attractive , work faster , better
communication facility , lower maintenance , easily repairable etc.
After these results and finding we can summarize this research that if some features add in the tablets
the consumer will buy and prefer more.
In the light of this study we can say that now a days customers are more aware than previous so the
company must be attentive about the consumer needs and desires

LIMITATION OF THE STUDY

Taking the respondent response by the survey, during the investigation, some limitations have occurred
which includes a sample size limited of 100 was respective. The area of research is limited to Indore
city. The nature of research work is Descriptive in nature. Everyone is treated equally for collecting data.
The Primary data for the study will be collected through self Structured Questionnaire which has been
chosen in provide representative data from the target consumer.

RECOMENDATION & SUGGESTIONS

In the studied tablets are less preferred by the respondents because of many reasons like low battery
backup, lower portability, lower expandable memory, lower communication facility etc. So the
companies who are doing manufacturing of tablet should include or improve that features to full fill
the desire of the customers.
In this study we found that people are less aware about the technology. Companies should aware
them about the technology and importance of it. For that purpose they should use the better
promotional schemes, attractive and reachable advertisement for that people so that they aware about
the technology and gadgets

SCOPE

The area of the study can be extended for future research work. A comparative study between
performances of tablet and Smartphone can also be carried.
The research can also be carried out to know customer satisfaction towards Smartphone and tablet
.Effectiveness of promotional schemes for the Smartphone and tablets can also be carreid .

REFERENCES

Seungjae Shin, Mississippi State University, Us, A Comparative Study Of Smartphone Users
Perception And Preference Towards Mobile Payment Methods In The U.S. And Korea ,The Journal Of

Applied Business Research September/October 2014 Volume 30,

Nehal A. Shah, A Study on Consumer Preferences Towards Tablet Pcs In Ahmedabad City Of Gujarat

India ,Indian Institute Of Management, Ahmadabad, Gujarat,2014

Dr Barbie Clarke And Siv Svanaes, The Use Of Tablets In Education Contents, An Updated Literature

Review In 9 April 2014

Avijeet Singh Thakur, A Study On The Factors Influencing Consumers Purchase Decision Towards
Smartphones In Indore International Journal Of Advance Research In Computer Science And

Management Studies Research Paper Volume 1, Issue 6, November 2013

Taylor & Francis, A study on factors influence purchase behavior of customer towards tablets, Journal

Of Human-Computer Interaction,2012
Aldhaban, F, A Study On How Smartphone Technology Influencing international business, International

Electronic Journal Of Elementary Education, 2012

Hakan Dundar, Tablet Vs. Paper: The Effect On Learners' Reading Performance, International
Electronic Journal Of Elementary Education, June, 2012

BOOKS

Marketing management Dr. k.Karunakarn

Principles of Marketing Philip Kotler
Service Marketing Ravi Shanker
E-Marketing excellence pr smith and Dave Chaffey
Marketing management Philip Kotler & Kevin lane Keller

WEBSITES

www.ijarcsms.com
www.wikipidia.com
www.scribd.com
www.researchgate.net

www.elkjournals.com
www.gartner.com
www.businessmarketingpress.com
www.exacttarget.com
http://cluteinstitute.com
http://www.talkandroid.com
http://www.academia.ed
http://esource.dbs.ie
http://business.uonbi.ac.ke
sdiwc.us/digitlib/journal_paper

APPENDIX
QUESTIONNAIRE
Dear Respondent,
You are requested to spend some of your precious time to complete questionnaire of my
Major Research Project topic A STUDY ON CONSUMER PREFERENCE
TOWARDS TABLETS AND SMARTPHONE as a part of my curriculum. Please put a
tick mark on the response best applicable to you. We hereby ensure that, the information

provided by you will be used purely for academic purpose. It will not be misused and
will be kept confidential.
General information:Name:
Contact no:Gender:- Male

Female

Age:
15 to 25
above 55

25 to 35

35 to 45

45 to 55

Educational Qualification:
Post graduation
Other
Occupation:
Self employed
Professional

S.N.

Diploma

Salaried

Student

10000-20000

20000-30000

Other

Monthly income (in Rs):

Less than 10000
30000-40000
above40000

Strongly
agree

Graduation

Neutra
Agree
l
Questions

Disagre
e

Strongly
disagree

3
2
1
Do 5you think 4that Smartphones
are more
portable than
Tablet?

Do you feel that Smartphone looks attractive

5
than Tablet?

4
3

Do you think that Smartphone have more

expandable
5
memory than Tablet?

Do you feel that Tablet are more preferred for

reading ,
5
gaming, and
watching videos than
Smartphone?

Do you think that the price of Smartphone is

less than
5
Tablet?

Do you think that Smartphone provide better

Internet
5
browsing facility or connectivity than Tablet ?

Do you feel that Smartphone have better

battery backup
5
than Tablet ?

Do you feel that Smartphone are easy to use

5
than Tablets?

THANK YOU

Do you feel that Smartphone provide the better

5
communication facility than Tablets?

10

Do you feel that Smartphone can be a substitute

for laptop
5
or Computer?

11

Do you feel that Tablets can be a substitute for

laptop or
5
computer?

12

Do you think that Smartphones are easily

repairable than
5
Tablets?

13

Do you think that the cost of maintenance of

5
Smartphone
is cheaper than Tablets ?

14

Do you think that Smartphone support more

applications
5
than Tablets?

15

Do you think that Smartphone works faster than

5
Tablets?

THANK YOU