TO ANALYZE THE FACTORS DETERMINING INCREASE IN THE SALE OF SMART PHONES IN DELHI/NCR

ABHISHEK AGARWAL 12P122 ADITYA CHADHHA 12P132 GAUTAM HARIHARAN 12P137 SAKET SOURABH 12P165 SAURAV SINGH 12P168 SIDDHARTH BHARADWAJ 12P170

Group 5, Section C

Introduction

Number of smart phones being sold is rising exponentially Through this study we will try to analyze the reasons behind this by collecting primary data with regards to the relevant factors The variables used in this study are 1. Relevant age group of the population 2. Purchasing power of the consumers 3. Social factors 4. Cost of smart phones 5. Functionality 6. Retail availability

Literature Reviewed

Consumer Style Inventory(CSI) developed by Sproles & Kendall (1986) Factors Affecting Consumer Choice of Mobile Phones: Two Studies from Finland by Heikki Karjaluoto,Jari Karvonen, Manne Kesti(2006) Consumer Decision-Making Styles & Young-Adult Consumers: An Indian Exploration by Anubhav Anand Mishra(2010)

Findings from Literature

Although the choice of mobile phones is subjective but situation, price, brand, interface & properties are most influential factors The study done by Mr. Anubhav Mishra has confirmed the applicability of the original US characteristics of CSI given by Sproles & Kendall (1986)

Gap Areas Identified

Despite Delhi/NCR being a big market for the smart phone companies no concrete study exists in the public domain exploring the reasons behind this demand Lack of credible data leads to compulsion of using first hand primary data where all round complete representation cannot be guaranteed

Research Problems

With increasing competition in the smart phone segment, it is interesting to see how consumers make the decision of selecting a particular brand and model of smart phone Therefore, this study contributes to the literature on consumer buying decisions in terms of smart phones

Research Objectives

To identify and analyze factors behind increase of sale of smart phones in Delhi\NCR region To identify consumer buying patterns vis--vis smart phones To determine relative competitive advantages amongst different players domestic and international in the smart phone segment

Research Questions

How do relevant age group of the population, purchasing power of the consumers, social factors, cost of smart phones, functionality and retail availability affect the increase in sales of smart phones in Delhi\NCR?

Hypotheses

H1 : Declining costs of smart phones promote increased sales H2 : Ease of purchase and retail availability directly affect sales of smart phones H3 : Desire for social acceptance drives sale of smart phones H4 : Spurt in Internet based applications has led to increase in sales of smart phones

Data Collection Plan

We propose to employ Conclusive research (Causal Research) to find relation between parameters Well adopt the questionnaire method and collect responses online through a survey

Data Analysis Plan

For data analysis and reduction SPSS will be used

Cronbach alpha test Factor Analysis

Finally, regression will be used to ascertain relationships between the dependent and independent variables