Customer Behavior towards Smartphones

  1. AUTHOR
    1. Tanmay Das
  2. INTRODUCTION
    1. Customer behavior is one of the fundamental aspects of marketing because it helps to determine the customer’s knowledge, perception and attitude towards different products and services [1].
    2. The purchase of smartphone and competition among those smartphone brands has increased, especially during the COVID-19 pandemic [2].
    3. Sometimes, the different brands of smartphones used by different customers over the times has led to different customer behavior, perception, attitude etc. towards them.
    4. So, to understand the customers’ perception towards these smartphones, this study takes different smartphone brands and see whether they have the similar perception towards all of them or not using statistical test i.e. ANOVA.
    5. ANOVA is a statistical test that compares more than two groups to see whether if there are significant differences between them. A small p-value indicates that there is not much variability between the goods.
  3. OBJECTIVE
    1. To understand the customer’s perception towards different smartphones.
  4. LITERATURE REVIEW
    1. Etim et al (2023) employed a cross-sectional research design to gather primary data from 276 smartphone users, who responded to a 5-point Likert scale questionnaire. The collected data underwent statistical analysis using tools like SPSS. The results indicated that customer referral, celebrity endorsement, and social media exerted significant positive influences on customer behaviour towards smartphones.
    2. Rakib et al (2022) investigated the effects of product features, brand image, product price, and social influences on young customers’ purchase intention of smartphone during this Covid-19 pandemic time. Survey was conducted using structured questionnaire by collecting data from 305 respondents by using convenience sampling technique. Statistical Package for the Social Sciences (SPSS) integrated with AMOS was employed for data analysis. The findings of the study show that, there is a significant effect of product features, brand image, and product price on purchase intention of a smartphone but social influences have no significant impact on young customers’ purchase intention.
  5. DATA COLLECTION
    1. Following 4 smartphone brands were chosen for analysis: –
      1. Samsung
      2. iPhone
      3. Motorola
      4. Redmi
    2. Hypothetical Statement: – Customers have similar perception towards these smartphones.
    3. A Google form was framed with the ratings from 1 up to 10.
    4. Around 40 students of Operations and Supply Chain Management specialization were surveyed and data was downloaded as excel sheet. Statistical Analysis were done by using ANOVA as a single factor.
  6. DATA ANALYSIS

    ANOVA

    		            

    Source of Variation

    SS

    df

    MS

    F

    P-value

    F crit

    Between Groups

    11.61875

    3

    3.872916667

    1.858285275

    0.138937195

    2.662568549

    Within Groups

    325.125

    156

    2.084134615

    		      
                 

    Total

    336.74375

    159

     

     

     

     
  7. CONCLUSION

    Sl No

    Question

    Conclusion

    1

    Customers have similar perception towards these smartphones.

    Customers have similar perception towards these smartphones.
  8. REFERENCES
    1. Etim et al (2023).Word-Of-Mouth Communication And Customer Patronage Behaviour Towards Smartphones. International Journal of Entrepreneurship and Business Innovation.6_2 (August, 2023) University of Calabar, Nigeria 
    2. Rakib et al (2022).Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic.ResearchGate.8_9 (September, 2022) Bangladesh

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