PROJECT REPORT ON

“A STUDY ON: MOBILE PURCHASE BEHAVIOR IN

WOMEN SEGMENT”

Submitted for the partially fulfillment of degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY:

SUMIT KASHYAP
MBA IV SEM (MKTG.)

DEPARTMENT OF BUSINESS ADMINISTRATION

MAHATMA JYOTIBA PHULE ROHILKHAND

UNIVERSITY, BAREILLY
DECLARATION

I, SUMIT KASHYAP, a student of MAHATMA JYOTIBA PHULE

ROHILKHAND UNIVERSITY, BAREILLY hereby declare that this project
Report is the record of authentic work carried out by me during the academic year
2019 and has not been submitted to any other university or institute towards the
awards of any degree .An attempt has been made by me to provide all relevant and
important details regarding the topic to support the theoretical advice with concrete
research evidence. This will be helpful to clean the fog surrounding the various
aspect of the topic. I hope that this project will be beneficial.

SUMIT KASHYAP
 ACKNOWLEDGEMENT

This extensive endeavor, bliss and euphoria that accompany the successful
completion of task that would not be completed without the expression of gratitude
to the people who made it possible. I take this opportunity to acknowledge all
those who guided, encouraged and helped me in winding up this project.

I am very thankful to my guide Mr. sanjay mishra sir and my co-guide Mrs.
Romita das and shraddha pandey ma’am who gave me guidance throughout my
training period. I would like to extend my feelings of gratitude towards my mentor
for his constant guidance, support and correcting where I was wrong.

Last but not the least; I would like to extend my deep sense of gratitude and thanks
to my Parents, Friends and God in successful completion of this project.

SUMIT KASHYAP
 INDEX
CHAPTERS

1. INTRODUCTION

2. SMARTPHONE CHARACTERSTICS

3. INDUSTRY PROFILE

4. OBJECTIVE OF STUDY

5. LITERATURE REVIEW

6. FACTORS AFFECTING PURCHASE DECISIONS

7. PURCHASE BEHAVIOR OF WOMAN

8. PURCHASING DECISION MODEL OF WOMAN

9. WOMAN MOBILE PURCHASE BEHAVIOR

10. MOBILE TRENDS IN WOMEN SEGMET

11. DIFFRENTION AMONG BUYING BEHAVIOR OF MEN AND WOMEN MARKET SEGMENT.

12. FACTOR AFFECTING WOMAN PURCHASE OF MOBILE PHONE

13. STAGES OF WOMEN MOBILE PURCHASING PROCESS

14. PROBLEM RECOGNIZATION AND SOLUTION TECHNIQUES

15. CALCULATION OF THE MOBILE PHONE GENDER GAP

16. WOMAN EXPECTATION AND SATISFECTION MODEL

17. LEARNING MODEL OF WOMAN PURCHASE BEHAVIOR

18. TYPES OF MARKET SEGMENTION

19. NEED FOR STUDY

20. REASEARCH METHODILOGY

21. FINDINGS

22. RECMMENDATION

23. CONCLUSION

24. BIBLIOGRAPHY
 1. Introduction
The increasing trend in Smartphone among the people is the main reason that has amplified
the interest to research on the topic. People’s obsession about the Smartphone has been
increasing rapidly. The aim of this research is therefore to find out women consumer behavior
of Smartphone buyers in Indian Market. The research is trying to find out that why do women
desire to purchase a smartphone, what influence women in purchasing a smartphone and what
motivate them in making the purchase decision. Different consumers have different
characteristics in their life that also influences their buying behavior. Social factors such as
family, groups, roles and status) and personal factors (such as age, occupation, lifestyle,
personality and self-concept) are those characteristics that could influence the buyer behavior
in making final decision. Nowadays cheaper smart phones are also available in the market. But
why women buy expensive smartphones? Price, quality, brand, country of origin, marketing,
sales, word of mouth etc. could be several factors that women may think before buying a
Smartphone. How much does brand of smartphone affect the buying decision of women? As
there are various types of smartphones available in market with varying price; what is the
difference between them? And how they impact the women’s buying decision?
 1.1 Smartphone Characteristics
Within the mobile phone category, there is a sub-class of phones known as smartphones. A
smartphone is a mobile phone that integrates a feature phone and a mobile computing platform,
and the models today even combine functions such as digital cameras, media players, high-speed
data access via Wi-Fi, GPS navigation, and other applications with option to download
application through application market. Typically, smartphones also comprise web browsers and
high-resolution touchscreens, which provide people better viewing and browsing experience. In
its simplest form, a smartphone is a mobile phone with built-in, add-on applications and Internet
(3G network) access. However, because of its capability to handle a great amount of applications
and functions at the same time - the concept of a smartphone slowly transitioned into definitions
of a handheld computer. The great differences between the available brands and models on the
market today are the operating systems platform. The smartphone becomes more than a device
for sending and receiving text messages and calls as it consists of various ways to interact with
other users in a more personalized manner, compared to the traditional mobile phones. While an
old-style feature phone includes some basic software such as an address book and games, a
smartphone has the ability of further performance. One of the significant differences between a
feature phone and a smartphone is that a smartphone can install third-party applications from
applications store. Users are able to download and install application on their operating systems,
such as time schedule, navigators, personal finance managers and games. Generally, a
smartphone is based on a certain operating system that allows phone users to install applications
on it. Systems include Apple’s iOS, Google’s Android, Microsoft’s Windows Phone etc. The
core applications of smartphones consist of cellular voice, data, and PIM (personal information
management) applications such as calendars, contact managers, 31 tasks, notes, e-mail. These
applications must work together seamlessly and with the features of the phone. For example,
pictures taken with the camera can be linked to the address book so that users can see who is
calling. Navigation software uses addresses stored in the address book in combination with GPS
data to facilitate data entry. E-mail clients are integrated with address book.
 1.2 Mobile Market Segmentation Development
 The utilization of the Smartphone is changing the social availability of people.
  Current mobile phone development has changed the marketers in dealing with
customers.
  Previous market segmentation, segment their market based on merely the frequency of
usage of each type of application (messaging, browsing, communication, etc.). However,
these measures may not adequately gauge the extent of people’s interactions with their
mobile phone given that using mobile phones is becoming varied and that some people
are cognitively preoccupied with their phone when not using it.
 2. Industry profile
The mobile phone industry is an intensely competitive industry, albeit it can be sometimes highly
profitable for the industry leader that had achieved certain competitive edge or the competitive
advantage against other competitors. Some of the industry players in this particular industry ,
include : Apple, Samsung , Xiaomi , oppo, vivo, htc etc.
A smartphone is a handheld personal computer with a mobile operating system and an
integrated mobile broadband cellular network connection for voice SMS, and Internet data
communication; most if not all smartphones also support Wi-Fi. Smartphones are typically
pocket-sized, as opposed to tablets, which are much larger. They are able to run a variety
of software components, known as “apps”. Most basic apps (e.g. event calendar, camera, web
browser) come pre-installed with the system, while others are available for download from
places like the Google Play Store or Apple App Store. Apps can receive bug fixes and
gain additional functionality through software updates; similarly, operating systems are able
to update. Modern smartphones have a touchscreen color display with a graphical user
interface that covers the front surface and enables the user to use a virtual keyboard to type and
press onscreen icons to activate "app" features. Mobile payment is now a common theme
amongst most smartphones.
Today, smartphones largely fulfill their users' needs for a telephone, digital camera and video
camera, GPS navigation, a media player, clock, news, calculator, web browser, handheld video
game player, flashlight, compass, an address book, note-taking, digital messaging, an event
calendar, etc. Typical smartphones will include one or more of the
following sensors: magnetometer, proximity sensor, barometer, gyroscope, or accelerometer.
Since 2010, smartphones adopted integrated virtual assistants, such as Apple Siri, Amazon
Alexa, Google Assistant, Microsoft Cortana, BlackBerry Assistant and Samsung Bixby. Most
smartphones produced from 2012 onward have high-speed mobile broadband 4G
LTE capabilities.
In 1999, the Japanese firm NTT DoCoMo released the first smartphones to achieve mass
adoption within a country. Smartphones became widespread in the late 2000s. In the third
quarter of 2012, one billion smartphones were in use worldwide.  Global smartphone sales
surpassed the sales figures for feature phones in early 2013
 2.1 Impact of Smartphones on Indian market
“A 10% increase in mobile and broadband penetration increases the per capita GDP by 0.81%
and 1.38% respectively in the developing countries.”- World Bank. Smartphone has created new
dimensions for business in Indian market. It is not only the Smartphone sellers enjoying the
business but it also created a new area for mobile application developing companies in India,
Internet services provider and other sectors of life to utilize the Smartphone to gain competitive
advantages. There has been an extreme growth in broadband and Internet service providers
business in past few years and one of the main reasons for this drastic increase in their business
is the ever increasing use of Smartphone‘s and growth of Smartphone and mobile applications.
In a very small duration a huge number of Smartphone have been sold that provided an
opportunity to businesses to invest in mobile application development and allowed to introduce
new business dimensions in market space. As it is easy to change settings and make
customizations on Smartphone, therefore there are several programs for Smartphone‘s from
different sellers including Blackberry, Android, iPhone and Microsoft etc. Mobile Application
Market is another business sector introduced by Smartphone‘s. Different mobile operating
system vendors have their own mobile application technology hence having a different market
for Mobile Applications. Smartphone‘s also impacted advertising business sector as well.
Advertising is an old concept but the features of Smartphone have made it more effective and no
doubt it is an additional positive impact of mobile application for business. Mobile application
publisher, distributor and service provider are getting large revenue by providing ads as a part of
mobile application. There are some negative impacts of smartphones. The major impact of
Smartphone is on PC market. According to a survey by Compete, a web analytics firm, a large
number of people almost up to 65% are using their smart phones to read news feeds, post status
updates, read & reply to messages and post photos. This shows that now people are leaving PCs
and moving towards Smartphone‘s. Studies have investigated the demographic characteristics of
smartphone users which are Males 53%. They are more likely to have a smartphone than females
which is only 47% 13 (Entner, 2010). The smartphone user tends to be younger than the general
cell phone audience. Smartphone features like, text to speech, GPS and social Websites are
helping people to easily remain integrated with society. Using these services and many more
features, People can easily communicate to their needs, seek assistance from others and remain
connected to society.
 2.2 MOST POPULAR SMARTPHONES BRANDS IN INDIA
The quarterly ranking of the most popular smartphone brands in India is out. According to
research company counterpoint, for the time ever, the top five smartphone brands accounted for
than 70% market share in a single quarter (first quarter of 2018). Both xiomi and Samsung alone
captured 58% of total smartphone market in India. The performance of the chines brands
remained strong. Accounting for 57% of the total smartphone market in q1 2018, up from 53%
during q1 2017. This the highest ever.
2.2.1 XIAOMI
Xioami once again emerged as the most popular smartphone brand in India, holding as much as
31.1% market share in India. This is the massive jump from the company 13.1% held during the
same quarter last year (2017). Xiaomi’s performance driven by rising product pull in the offline
market, building upon its strong presence in online channel where it captured a record 57% share
Redmi note 5 and note 5 pro were the were the most popular models of the company during the
quarter.
2.2.2 SAMSUNG
Samsung stands with no.2 position with 26.2% market share. galaxy j7 NXT and j2(2017)
droves volume s for the south Korea company during the first quarter. Samsung grabbed the first
position in premium segment, capturing half of the premium market. The flagship smartphone
galaxy s9, galaxy s9+ and a8 plus helps drive the sale in the segment. Oneplus maintained
second position with the one fourth share of the total premium smartphone market.
2.2.3 VIVO MOBILES
At no.3 is the Chinese mobile company vivo. The company known for its selfie focused
smartphones held 5.8% market share during the quarter of the year 2018. Vivo market share
declined from 11.9% during the same quarter in 2017.
2.2.4 OPPO MOBILES
The fourth position goes to the Vivo’s sister company Oppo. The Chinese smartphone brand
holds 5.6% market share, a decline from 9.9% during Q1 2017.
2.2.5 HONOR (HUAWEI)
Huawie’s honor brand captured the fifth postion for the first time ever in the Indian smartphone
market with 3.4 % market share honor 9 lite and honor 7x grove the company’s strong
performance during the quarter. Honor’s sale grew 146% during the quarter.
 3. OBJECTIVE OF THE STUDY
 To know the buying behavior of women towards various smartphones.
 To identify the best features attracted by women customers.
 To know the women decision making towards smartphones.
 4. Literature review
Introduction In this chapter provide a review and synthesis of the literature, it explain the
consumer decision making process with the model which is used as the research framework. This
explains all the external and internal factors which influence consumer in decision making
process. This chapter also includes literature for smartphone and its characteristics. It explains
the factors which are affecting consumer in purchasing a smartphone. This chapter also explain
the importance of band influence on consumer in smartphone industry. This chapter use a
consumer decision making model to explain the consumer buying behaviour for smartphone
industry in India. Literature review contents are linked with research questions and research
objective of this research. 2.2 Consumer Decision Making One of the fundamental issues in
consumer behaviour is the way consumers develop, adapt and use decision-making strategies
(Moon, 2004). Consumer decision making could be defined as the “behaviour patterns of
consumers, that precede, determine and follow on the decision process for the acquisition of need
satisfying products, ideas or services” (Du Plessis et al.,1991). Consumer decision making has
long been of great interest to researchers. Early decision making studies concentrated on the
purchase action (Loudon and Bitta, 1993). It was only after the 1950’s that modern concepts of
marketing were incorporated into studies of consumer decision making, including a wider range
of activities (Engel, Blackwell and Miniard, 1995). The contemporary research indicates that
more activities are involved than the purchase itself. Many other factors influence the consumer
decision making than the final outcome. Vast numbers of studies have investigated this issue and
many models have been developed accordingly. Models aim to depict the purchase decision-
making process and its influential factors. Consumer behaviour is a wide range of study about
the decision making processes that a consumer make at the time of making a purchase.
According to Kotler (2009) “Consumer behaviour is the study of how individuals or groups buy,
use and dispose of goods, services, ideas or experience to satisfy their needs or wants”. In the
early stages, consumer behaviour 17 was taken as buyer behaviour that reflects the interaction
between consumers and produces at the time of purchase but now marketers recognize consumer
behaviour as an ongoing process not only what happens at the time when consumer gives money
and gains some goods or services (Solomon, 2006). In the eye of marketers, a consumer is
known as “a man with a problem” Therefore a consumer purchase is the response to that
problem. The process that a consumer takes in his decision making is quite interesting to most of
the large companies. They are extremely trying to research the consumer buying process to find
out what consumers buy, where and how they buy, when and why they buy. It is easier for
researchers to find the answers for what, how, where, when and how much consumers buy but it
is not that much easy to find why they buy. The reason is “the answers are often locked within
the consumer’s head” (Kotler and Keller, 2009). Usually a buyer passes through five stages to
reach his buying decision. First the buyer notices the difference between his current state and
ideal state and recognizes his want and need for something. A need can also be aroused by
external stimuli. He/she starts searching the information for his/her desired product through
different channels like family, friends, advertisement or mass media. After sufficient information
 is gathered, the buyer processes the information to evaluate the alternatives brands in the choice
set. Finally he purchases the product which he assumes to be the best for him. After purchasing
the product, the buyer will take further action to the marketer based on his satisfaction or
dissatisfaction (Kotler, 2009). For purchasing a smartphone a buyer goes to these five stages.
These stages help the buyer to evaluate his/her needs, choose the best smartphone according to
his/ her need and budget and purchase it.

Buying decision process

Need informaqtion evaluation of purchase post purchase

recognization search alternatives decision behavior
 5. Factors affecting Purchase Decision of consumers for
Smartphones
Women consumers can base their smartphone purchase decisions on a range of product
attributes, such as price, wireless carrier, phone functions, phone design, brand, usage, phone
size, carrier flexibility and purchase location (Harter et al., 2007). However, a Finnish study
found that although consumer decision-making in the telecommunications market is affected by
specific phone attributes, choice is often made without an understanding of the properties and
features that new models have (Karjaluoto et al., 2005). The researchers of this study noted that
consumer decision-making was not wholly rational, and symbolic dimensions, such as brand,
were regarded as important among many study participants in making their phone choice.
Consumer’s involvement level has previously been found to moderate the influence of framing
(i.e., a collection of anecdotes and stereotypes that individuals rely on to understand and respond
to events) on smartphone attitudes (Martin and Marshall, 1999). The level of consumer
involvement is not only defined by the product being purchased, rather it is also defined by
factors such as the perceived level of purchase importance to the individual consumer, and the
consumer’s experience and perceived skill in dealing with the type of product or product
category. In existing studies on consumer involvement, it has been found that, when compared to
low involvement consumers, high involvement consumers use more criteria for choice making,
search for more information and process relevant information in greater detail (Mitchell, 1989).

Social factors:

In the Unified Theory of Acceptance and Use of Technology (UTAUT) model indicate three
direct determinants of intention to use (performance expectancy, effort expectancy, and social
influence) and two direct determinants of actual use (intention and facilitating conditions)
(Venkatesh et al., 2003). Social influence among the three direct factors of behavioural intention
to use smartphone technologies is recognized as an important factor (Bhattacherjee, 2004).
Social influence in includes not only mass media reports and expert opinions (external 32
factors) but also word of mouth from friends, colleagues, and superiors (interpersonal factors)
(Bhattacherjee, 2004). Verkasalo’s (2010) defines social influence as the degree to which people
have the impression that important others ensure they would better use a new system. We
consider the interpersonal factors as social influencers in this paper because Smartphone is
regarded as a new information technology mobile device which creates uncertainty about
individuals expected consequences. Additionally, consumers tend to consult with their social
network about this uncertainty rather than consulting the external factors such as media and
expert opinions before making a decision to use Smartphone (Lopez-Nicolas et al., 2008).
However, Verkasalo (2010) suggests that the social norm influences intention to use a
Smartphone indirectly through influencing the perceived enjoyment. Kim (2009) states that
social influence could affect the intention to use a Smartphone via influencing the perceived
usefulness. Shin (2010) also indicates that social influence has a positive influence on the
attitude towards Smartphone purchasing. Smartphone had also made possible for us to remain
connected with our friends and family all the time. Always connected to the Internet through a
Smartphone provides a great instrument for individuals for constant communication resulting in
great safety for children attending schools or going outside. The classic mobile phones provided
this facility for long time but the Smartphone‘s utilizing the same and providing additional
convenient capabilities to communicate with children and know their whereabouts anytime. The
Smartphone has given an opportunity to individuals to act as a journalist at any point in time and
real-time information to society. Smartphone features like the camera, video capture, access to
social Websites and nature of always connected to the Internet enable individuals to capture any
video at any time and share it with friends and family using social Websites and other Internet
based options.

5.1 Self-Actualization:

Phang et al. (2006) indicate that self-actualization refers to the intrinsic motivation to become
everything that one is capable of becoming. Self-actualization relates to achieving a sense of
fulfilment of personal growth and personal potential. Higher motivation for self-actualization
could make people open to new experience and learn new ideas and skills (Heylighen, 1992;
Phang et al., 2006). 33 The technologies connecting individuals, colleagues, and organization
groups hold great potential for learning, personal growth, and life improvement. Learning to use
new Smartphone and its related applications such as GPS, App Store (software supply for iPhone
or android) could allow Smartphone users to share their information seek self-development, and
contribute to actualize the self. For example, one of the most appealing applications of
Smartphone seems to be game programs. The role playing games allow users to play roles of
different alternative heroes through virtual world. The game players can thus fulfil the needs of
self-actualization (Wan and Chiou, 2006). However, the relationship between self-actualization
and the adoption of Smartphone has not been examined. This study suggests those new
technologies and Smartphone applications present consumers an opportunity to communicate
and explore more and more of the world in order to actualize the self.

5.2 Brand Concern:

Brand is the most valuable asset for a company, where it represents a product or service means to
consumers. Brands are more than just names and symbols. It is also the element of relationship
between company and customers (Kotler and Armstrong, 2010). The brand name has directly
influenced customer’s perception toward the quality of the offering. When customers are
satisfied, they generate word of mouth and it will lead to others to be interested and choose the
brand (Azad and Safaei, 2012). To enhance consumer response, marketers strive to build brand
equity in order to capture consumer preference and loyalty. Brand equity is the added value
endowed on products and services and it may reflect how consumers think, feel and act with the
brand. A study on the effect of brand name toward cars shows that people trust the well know
brand for its quality, performance and believe that brand shows a person lifestyle and societal
status. Brand is a name, term, design, symbol or any feature that identifies one seller’s goods or
services as distinct from those of other sellers. According to research, brand has a moderate
impact on consumer behaviour. In terms of gender, it's impact female more than male. Also,
lower income group consumers have a greater impact on brand toward their behaviour due to
after sales service and limited purchasing capacity. 53.3% of people strongly agree that they
choose a brand due to perceived good brand quality (Farzana, 2012). It shows that brand could
influence purchase decisions, and it should be further look into the effect of factors such as brand
awareness, brand equity and brand association has on purchase decision.

5.3 Price Concern:

“Price is the amount of money charged for a product or service, or the sum of the values that
customers exchange for the benefits of having or using the product or service” (Kotler and
Armstrong, 2010). Price is basically the amount of money a consumer willing to pay for in
exchange with products and services that they think are valuable. The value of money varies
from different people. Some might think it is valuable for a high price but others might think it
does not worth for the value of money. There are so many methods of pricing, such as mark-up
pricing, target-return pricing, perceived-value pricing, going rate pricing and promotional pricing
(Kotler and Keller, 2012). If the discount rate is low, it should be presented in its value; whereas
if the discount rate is high, it should be presented in percentage, so that customers will have
higher purchase intention (Isabella, 2012). From the consumers’ perspective, price provides a
source of information for buyers to judge product quality (Carpenter, Glazer, and Nakamoto
1994; Sivakumar and Raj 1997), especially in cases where they are purchasing highly innovative
e products and lack the knowledge required to objectively evaluate the product/technology.
According to Flirpkart.com which is India’s leading online retail store the cost of smartphone
range from Rs. 5,000 to Rs. 60,000. Price range on smartphone depends on its specification and
capacity. Rs. 5,000 to Rs 10,000 is range for low-end smartphone which has a basic camera and
basic smartphone features. Rs. 10,000 to Rs. 20,000 is the range for mid-end smartphone which
has good camera and good processing power. Rs. 20,000 to Rs. 30,000 is the range for high-end
smartphone and above that are flagship models of smartphone of manufactures (Flipkart.com,
2014).

5.4 Product Features Concern:

Feature is an attribute of a product to meet the satisfaction level of consumer’s needs and wants,
through owning of the product, usage, and utilization of a product (Kotler et.al. 2009). Product
features including hardware and software. Hardware is the description for a device that can be
touched physically. The hardware of a Smartphone is the body of the phone itself, size and
weight. Colour and design are also considered as hardware as it is the physical appearance of the
Smartphone. Software whereas is the general term for computer programs, procedure and
documentation. The software of a Smartphone is the operating platform, storage memory, or
apps that run the phone. The software for a phone in the market is such as iOS, Android, 35
Windows. According to a research, factor affecting ones to acquire a Smartphone due to software
consists of 33 % whereas hardware has only 17.6%. It shows that software is much more
important than hardware in Smartphone purchase decision making process. However, in the
same research, Smartphone’s design gain the most importance of the device specification, it
consists of 56% exceed the importance of Wi-Fi (38.5%), computing power (34.2%), price
(30.2%) and others (Osman, 2012).

6. Impact of Brand on Consumer Behavior for Smartphone

In recent years there has been rapid growth in the adoption of smartphones that has attracted
increasing attention of consumer buying behaviour (Kim, Lin, & Sung, 2013). Smartphones
provide marketers with the opportunity to develop smartphones that will create a unique content
of interactive experience between consumers and a brand, thus engaging consumers more
effectively. Currently smartphone devices have a central role in the mobile communications
landscape, and growth in market share is predicted to be strong throughout the next five years
(Gelenbe et al., 2013).

6.1 Brand Equity:

Brand building is an activity that takes some to build and often even longer time before yielding
any results. From a managerial perspective, brand equity provides a strong platform when
introducing new products and could shield towards competing attacks (Aaker, 1996). However,
ultimately and most importantly, the brand has to carry meaning for the consumer (Cobb-
Walgren et al., 1995; Farquhar 1989; Crimmins 1992). Brand equity can be defined from various
perspectives, yet for the purpose of this dissertation is to analyse consumer’s perception toward
brand of smartphone i.e. how customers perceive a product or service (Hong-bumm et al., 2003;
Capon, 2008). Various researchers have chosen different strategies in the operationalization of
consumer based brand equity and these can be divided into two groups (Aaker, 1996):

- Consumer Perceptions: covering brand awareness, brand association, and perceived quality

- Consumer Behaviour: including brand loyalty and willingness to pay a premium price.

psychologica
purchase
l & physical perception brand equity
intention
features

Antecedents and Consequences of Brand Equity

6.2 Brand Awareness:

Brand awareness is a brand's ability to be recognized or recalled as a member of a certain

product category or service (Aaker, 1991). Rossiter & Percy (1987) relates it to the strength of
the brand node or trance in memory as reflected by consumers’ ability to identify the brand in
different situations.

Brand awareness plays an important role in consumer decision-making process for smartphone
purchase. Firstly, it increases the likelihood of a brand being a member of the consideration set.
Secondly, it has been shown that consumers adopt a decision rule to buy familiar brands. Brand
awareness can therefore be seen to affect decisions about brands in the consideration set. Lastly,
it influences the formation and strength of brand associations. Fundamentally, high levels of
brand awareness should increase the probability of brand choice, produce greater consumer and
retailer loyalty, and decrease vulnerability to competitive marketing actions (Keller, 1993).
Smartphone marketers use marketing tools and social media to reach to various consumers in the
market.

6.3 Customer Brand Engagement:

Customer brand engagement is the total level of a customer’s intellectual, emotional, and
behavioural activities as a result of brand interactions. It is the level of an individual customer’s
motivational, brand related, and context dependent state of mind (Hollebeek, 2011). Interactivity
between the consumer and a brand is considered not only a distinct concept, but is viewed as an
antecedent required for engagement to occur. Co-created value is defined as the perceived level
of value created in the mind of the consumer through interactions with the brand of smartphone.
Similarly, customer brand experience is conceptually related engagement Psychological &
Physical features Perception Brand Equity Purchase Intention 37 to be momentary yet to have
strong personal meaning which may illicit cognitive or behavioural responses (Hollebeek, 2011).

Mollen and Wilson (2010) argued that engagement is the outcome of continual interaction
between the consumer and the brand that reinforces the emotional, psychological, or physical
commitment to the brand. Furthermore, manifestations of engagement are described in the
literature as a dynamic concept that may vary from short-term, highly volatile, to long-term,
relatively stable processes. Closely related to brand loyalty (Bowden, 2009), engagement
describes the strength of the relationship between a consumer and a brand. Smartphone
marketers influence consumer at emotional level and psychological level in engaging with their
brand. They use emails and interactive application which connects consumers directly to brand to
interact with consumer and influencing them in purchasing smartphone or upgrade one.
Marketers also organise promotional events and activities which engages consumer to the brand.
6.4 Brand Loyalty:

Smith and Wright (2004) investigated the customer loyalty for and found out that product value
attributes directly impact the levels of loyalty. In their analysis, they concluded that brand image,
firm viability, product quality and post sales service quality significantly affect repeat sales.
Punniyamoorthy and Mohan (2007) investigated the antecedents of brand loyalty and found out
that involvement, functional value, price worthiness, emotional value, social value; brand trust,
satisfaction, commitment and repeat purchase are having positive relationship with brand loyalty.
Marketers in smartphone industry influence consumer with high quality of product and brand
engagement to make sure that consumer be loyal to the brand. In summary, loyalty had been
investigated to been formed through the following antecedents such as brand trust, commitment,
satisfaction, perceived value, image, association, quality and others. Likewise, the consequences
of brand loyalty are related to their relationship with repeat purchase, purchase intention, word of
mouth, preference, price premium, brand equity, variety seeking, performance, resistance to
competitor and brand switching. Loyalty can be hard to define as it can be formed from
attitudinal or behavioural dimensions. One of the attitudinal loyalties is attitude towards brand.
Attitude toward brand is an attitudinal measure for loyalty as attitude toward the brand is a
relatively enduring, one-dimensional summary evaluation of the brand that presumably energizes
behaviour. This study encompasses the dimensions of appealing, good, pleasant, favourable and
likeable as found in Spears and Singh (2004) as the 38 measurement for the construct of attitude
toward brand. Thus, brand loyalty is defined as the attitude toward brand.

6.5 Brand Association:

Consumers’ favourable brand beliefs will influence their purchase intentions and choice of the
brand. For smartphone, brand associations can be represented by the functional and experiential
attributes offered by the specific brand. Consumers associate the brand with, such as dynamism,
high technology, innovativeness, sophistication, distinctiveness, excellence and prestige (Norjaya
et al. 2007). The combination of tangible and intangible attributes creates a brand identity, that is
“a unique set of brand associations that the brand strategist aspires to create or maintain,” which
drives brand associations (Aaker, 1996). Therefore, the identity of the specific brand may impact
brand associations and ultimately sales. In short, brand association is defined as the strength of
functional and experiential attributes perceived by the consumers.
 7. Purchase Behavior of Woman

Lower price attracts women

Women use social media to connect different aspects of their lives

Women are more likely to purchase brands they follow.

Woman perceives higher price means higher quality 

Woman are easily influenced by word of mouth publicity

 7.1 Purchasing decision model of woman
Purchasing decision:
 What to buy.
 When to buy.
 How they use it.
 How often to buy.
 Where to buy.
 How much to buy.
 7.2 Woman mobile purchase behavior

Marital status

Social norms Sports brand

followership

Persuasion

Mobile marketing Attitude Intention Buying behavior

Frequency Brand perception Age

and value

Mobile device
 8. Mobile Trend in Woman Segment
 The mobile phone is transforming the way women deal with technology by
leveling differences between sexes.
 A mobile phone helps them lead a more secure, connected and productive life.

 Mobile phone ownership provides distinct benefits to women, including improved

access to educational, health, business and employment opportunities.
 Women business owner in particular perceives the phone as essential tool.
 More than half women uses mobile phone to earn additional income.
 9. Difference among Buying Behavior of Men and Women Market
Segment 

men women

Men are utilitarian shoppers, But women are not.

seeking to quickly and
efficiently complete a task
with a minimum of social
interaction.
while women often shop in groups of
three or four to maximize the social
aspects of shopping.

Men usually shop

alone Woman have a very different set of
priorities, preferences and attitudes.

Women are considered as being warm,

expressive, compassionate, and
understanding.
Obvious sex differences exist not just because of genetic reasons, but are quite often due to
cultural variations.
 10. Factor Affecting Woman Purchase of Mobile Phone

 Personal Factors:
Personal Influences Age and Family Life cycle Stage Occupation and Economic
Circumstances Personality and Self-Concept Lifestyle.
 Psychological Factors: (Motivation Perception Beliefs and Attitude Learning.)
An age cohort consists of people of similar ages who have undergone similar experience.
They share many common memories about culture heroes, importance of historic event
and so on. Marketers often target products or services to one or more specific age
cohorts. They recognize that the same offering will probably not appeal to people of
different ages, nor will the language and image they use to reach them. Important age
cohort includes teenager, 18-29 year olds, baby boomers and the elderly. Teenagers are
making transaction from childhood to adulthood, and their self-concept tends to be
unstable. They are receptive that help them to be accepted and enable to assert their
independence. Baby boomers are the most powerful age segment because of their size
and economic clout. As this group has aged their interests have changed and marketing
priorities have changed as well. According to survey of Cia.gov (2014) Total population
of India is 1.2 billion and age structure from age 15 to 54 consist of 69% of total
population in which approx. 376 million are male and approx. 357 million are female. As
for smartphone market it is very huge demographic.
 Cultural factors:
Culture is the accumulation of shared meaning, rituals, norms and traditions among the
members of an organisation or society. A consumer’s culture determines the overall
priorities he/she attaches to different activities and product. It also determines the success
or failure of specific products and services in the market. A product that provide benefit
consistent with those desired by members of a culture at any point in time has much
better chance of attaining acceptance in the marketplace. Culture can be considered as a
lifestyle which is then passed on from one generation to the other generation. Culture is
not static. It is continually evolving, synthesizing old ideas with new ones. As of the
 historic factor that Iranian plateau, Central Asia, Arabia, Afghanistan and the West have
invaded India thousands of years ago as a result Indian people and culture have been
influenced extremely and produced a remarkable ethnic and cultural fusion. 4 main
languages are spoken in the country. English is the most vital language for national,
politics and commercial communication. Although 81% of the people are of Hindu
religion, India is the home of Muslims (1% of people) one of the world’s largest Muslim
populations. The population also includes Christians, Sikhs, Buddhists, Sikhs and Parsis
(Cia.gov 2014)

marketer need to understand role played by the buyer's culture,

subculture and social class.

culture- it is set of basic sub culture- there are

social class- every
values,perception, many groups people in
society has its status
wants and behaviors nearly every country
grouping largely based
learned by a member of who share common
on similarities in
society from family and geographic, ethnic,
income, education and
other important racial or religious
occupation.
institutions. backgrounds.

 Social Factors:
 Groups- membership, refrence.

 Family- husband, wife, kids, influencer , buyer, user.

 Roles and status.

Different products and stores are perceived by consumers to be appropriate for certain
social classes (Munson and Spivey, 1981). Working class consumer tends to evaluate
products in more utilitarian terms such as sturdiness or comfort rather than style or
fashion. They are less likely to experiment with new products or styles. Each individual’s
social status or personality also influences the consumption behaviour. Personality can be
defined as a set of unique human psychological traits such as confidence, autonomy,
adaptability and defensiveness that leads to regular and continuous responses to external
stimuli. A brand also has personality, a Brand personality can be considered as the
individual set of traits that we can attribute to a certain brand. Buyers are more likely to
choose brands that reflect their own. Usually, such possessions would be more obvious
for public products than for private products available in market (Solomon, 2006).
Occupation and the social class have a powerful impact on buyer’s decision. The
different categories of social class are as following: Upper class- they are social elite,
leaders in business Upper middle class- they are mainly professionals and business
people Middle class- they are the white-collar workers and small business owners
Working class- they are blue-collar workers Lower class- they are the unskilled, poorly
educated and socially disadvantaged people. People who are from an upper-class family
will undoubtedly consume more on products and services while people from a lower
class will spend more cautiously and wisely on products and services in market. The
increase in Indian economic activities naturally has led to creation of employment and
business opportunities, which in turn has resulted in a substantial rise in the disposable
incomes of the people particularly, the middle class. An ever greater section of the Indian
populous is making their entry into the middle class by virtue of their earning potential.
With increasing 22 disposable incomes, higher levels of aspiration and propensity for a
better lifestyle - the middle class is the key beneficiary of majority of the products and
services marketed in India. Considering the size of the country and its population, the
market size for goods and services in India is huge and it is still growing.
 Internal Influence on women Consumer Behavior
10.1 Perception:
Perception refers to the many different ways that an individual can sense external information,
select particular sources of information and how they interoperate this information (Belch and
Belch, 2009, p118). This means that the people who have the same motivation and are in the
same situation may not act the same because they perceive the situation differently. Perception is
the process by which people select, organize, and interpret information to form the image of
certain things. People perceive the same situation differently because they interpret and organize
information uniquely. In smartphone market, perceptions are more important than the reality, as
it affect consumer’s actual behaviour. There are three processes that explain why people from
different perceptions with the same object.
1. Selective attention
Selective attention is the process that people screen most stimuli out as the capacity to process
stimuli is limited. For instance, average Indians may be exposed to over 1,500 ads, which
indicate that marketers have to try their best to attract consumers’ attention. People are more
likely to notice stimuli that relate to a current need, that they anticipate, and whose deviations are
large in relationship to the normal size of the stimuli.
2. Selective distortion
Selective distortion presents the tendency for people to interpret information that match to the
presumptions. Consumers often distort information to support their existing belief and
expectations. Selective distortion can be helpful with strong brands when consumers interpret
neutral or ambiguous brands information and make it more positive.

3. Selective retention
Selective retention implies the tendency that people forget much of the information that they
are exposed, but they still retain information that matches their attitudes and beliefs. It
explains why repletion is necessary to avoid information to be neglected.
10.2 Learning:

Learning induces changes in consumers’ behaviour arising from experience. Actually most
human behaviour is learned. Learning is formed through the interplay of drives, stimuli, cues,
responses, and reinforcement. A drive is a strong internal stimulus that propels actual action.
Cues such as advertising are minor stimuli, which determine when, where, and how a person
responds. Response is an effort that people make to satisfy the drive by obtaining a product.
Reinforcement happens once a consumer has bought the product and is satisfied after using it.

10.3 Memory:

All the information and experiences people confront, as they go through life, become part of the
memory. Consumer brand knowledge can be considered as a spreading activation process in the
memory network with a variety of linked associations that determines how people retrieve and
what information people can recall in the given situation. These linked associations are important
determinants for people to recall about the brand, including brand-related thoughts, feelings,
perceptions, images, experiences, beliefs, and attitudes, etc.

10.4 Motivation:

Maslow’s theory

Abraham Maslow tried to explain why people are driven by particular need at particular times.
He placed needs in a hierarchy, which is called Maslow’s hierarchy of needs. He identified five
levels of needs from the most to the least pressing. The first level of Maslow’s hierarchy of needs
is physiological needs, which is the basic level of all needs including food, water, and shelter.
People will always try to satisfy their most important needs first; the second level of Maslow’s
hierarchy of needs is called safety needs. When basic needs are satisfied, people will strive for
security, stability, and freedom from fear; the third level is social needs, where people consumers
will try to satisfy their needs for friendship, belonging, and affiliation. Such emotional security is
valued by other people in social circles; the fourth level of Maslow’s hierarchy of needs is
esteem needs that individual and status, to be superiority; self needs and has to do with self-
development and realization. In 26 Maslow’s hierarchy of needs, a person tries to satisfy lower
level need first, when that needs are satisfied, the person will then satisfy the next most important
need.
 (Abraham Maslow hierarchy of needs (Maslow, Stephens, Heil and Maslow, 1998)

10.5 Personality:

Personality describes a person’s disposition, helps show why people are different, and
encompasses a person’s unique traits. The “Big Five” personality traits that psychologists discuss
frequently include openness or how open you are to new experiences, conscientiousness or how
diligent you are, extraversion or how outgoing or shy you are, agreeableness or how easy you are
to get along with, and neuroticism or how prone you are to negative mental states. Marketers
have had better luck linking people’s self-concepts to their buying behaviour. Marketing
researchers believe people buy products to enhance how they feel about themselves to get
themselves closer to their ideal selves.

10.6 Attitude:

“Attitudes are learned predispositions to respond to an object, or class object, in a consistently

favorable or unfavorable way” (Allport, 1935, p810).Attitudes are “mental positions” or
emotional feelings, favorable or unfavorable evaluations, and action tendencies people have
about products, services, companies, ideas, issues, or institutions. Attitudes tend to be enduring,
and because they are based on people’s values and beliefs, they are hard to change. Smartphone
companies want people to have positive feelings about their offerings.

11. Social concept and Lifestyle

According to the model, all the external influence and internal influence on consumer result in
their social concept and lifestyle choice. Lifestyle of a consumer refers to a pattern of
consumption reflecting their choices as how they spend their time and money; it also refers to the
attitudes and values attached to these behavioral patterns (Solomon, 2006). According to Kotler
et al, “Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and
opinions”. Lifestyle captures a person’s whole pattern of acting or networking in the world more
than profiling a person’s social class or personality. (Kotler et al, 2009). Life style and social
concept of consumer influenced by their external and internal influence result in the decision
making process for the product based on need and desire.

12. Decision Process

12.1 Problem Recognition:

Belch and Belch (2009) also discuss how a need isn’t necessarily something that a person wants
but can be something that a person must have in order to facilitate their way of life. This stage of
the model is centered on what drives consumers to start shopping for products (Workman and
Studak, 2006).Problem recognition occurs whenever the consumer sees a significant difference
between his or her current state of affair and some desired or ideal state. The consumer perceives
there is a problem to be solved, which may be large or small, simple or complex. A person may
be tempted to acquire that product by advertisement or by other social or physical medium,
which triggers the thought about purchasing. Need recognition can occur in several ways. The
quality of person’s actual state can be diminished simply by running out 28 of Product, by
buying a product that turns out not to satisfy needs adequately, or by creating new needs. In case
of smartphone, consumers may want to upgrade their smartphone to enjoy new features or to buy
a smartphone for their daily work need or to connect to social network or for his/her social status.

12.2 Information Research:

Mihart (2012) discuss how information search usually starts with an “internal search” and a
customer will identify products that they are already aware of known as the evoked set. The
“external search” aspect of information search relates to information obtained from external
sources, which can include packaging and marketing communications. Once the problem has
been recognized, consumer will need adequate information to resolve it. Information search is
the process by which the consumer surveys his or her environment for appropriate data to make a
reasonable decision. A consumer may recognize a need and then search the marketplace for
specific information related to the product. Information sources can be roughly broken down into
two kinds: internal and external. Internal search is the use of own memory band to assemble the
information about the different product alternatives whereas External search are the information
obtained from advertisements, friends etc. There are many Information sources by which a
person can get the information like friends, family, neighbors, websites, trader, and display in
shops, promotions and mass media. In case of smartphone Information about the product is
collected via many source like, Friend and family, online review of the product etc.

12.3 Evaluation of alternatives:

According to Belch and Belch (2009) this part of the decision making process refers to when a
customer refers back to the evoked set‟ to evaluate whether or not another product can help solve
their problem”. In evaluation of stage, the product the product alternatives that are considered
comprise the individual’s evoked set. Consumers will improve their own evaluation standard
based on the information they acquired in from information search. Members of the evoked set
usually share some characteristics; they are categorized similarly. The way products are mentally
grouped influences which alternatives will be considered, and some brand are more strongly
associated with these categories than are others. 29 In case of smartphones; Individual analyse
many alternatives before buying a smartphone. There are various brand of smartphone as well as
various price categories which have different features and specifications; the basis of
categorization for an individual is by price range or by features and brand.

12.4 Purchase decision:

Belch and Belch (2009) describe this point in the process as when a customer makes up his/her
mind on what product his/her wishes to purchase, ultimately this is the „end goal‟. In the stage of
purchase decision, after evaluating the alternatives and selecting product according to the desire
the consumer solves his/her problems and satisfy his/her needs and buy the product. This
purchase decisions is influenced by many factors like reference groups, acquaintance, friends and
family. It’s also possible that if the consumer has a positive toward any certain brand then the
consumer might intend to buy the product of that brand only. In case of smartphones; consumer
make their purchase decision by analyzing the newly introduced smartphone in the market.
Consumer rarely buys old models in the market. Consumer prefers new models because of new
technology and new features. For the consumer who loyal to the brand always goes back to the
brand as it satisfy his/her demand. For example: Apple, Sony and Samsung.

12.5 Post-purchase Behavior:

Belch and belch (2009) describe purchase evaluation as the point in the process where the
customer looks to evaluate if the purchase met expectations, exceeded expectations or left them
disappointed. After the purchase of the product, the consumer evaluates and analyses the product
from the using experience and its performance. If performance does not meet the expectations of
the consumer then the consumer gets disappointed and try to search for way to minimize the
dissatisfaction or replace the product; if the product meets expectations of the, then the
consumers is satisfied and continue using the product happily; if the product go beyond
expectations of the consumer then the consumer is delighted and the chance of repurchase of that
product or the product of that brand will be higher. The consumer will also talk and share about
the product to others positively. In case of smartphone; the consumer after buying the
smartphone use it and analyse its functions and with a proper use they analyse if the product is
satisfying their demand or not. Consumers also rate the smartphone on the websites and also post
comment about their experience in using the product. If they like it the result is positive if not
they the reviews are negative and this helps the other customers in buying the products.
 13. Stages of women mobile purchasing process
Low involvement purchase High involvement

Nominal decision making Limited decision making extended decision making

problem problem problem

recognization recoginization recoginization
(selective) (generic) (generic)

information search
information search
(limted,internal,
information search external) (internal, external)
(limted ,internal)

evaluation of evaluation of
alternatives alternatives
product choice and
purchase

product coice and product choice and

purchase purchase
post purchase
action no
dissonance very post purchase
post purchase
limited evaluation action no
action no
dissonance very
dissonance complex
limited evaluation
evaluation
 14. Problem recognition and solution techniques

Problem
reorganization
External influences
 Higher
Changes in desire expected.
states  Satisfaction.
 Current
Changes in actual
dissatisfaction
size
 New needs
 Product
Internal needs

15. Calculation of the Mobile Phone Gender Gap

Male mobile phone users female mobile phone users
Gender gap
Male mobile phone users
 16. Woman expectation and satisfaction model

Reliability customization overall Complaint behavior

Customer
Perceived overall
complaints
quality

Price given
quality Perceived Customer
value satisfaction
Quality given
price

Satisfaction

Confirm/disconfirm
Customer Customer
expectation expectation loyalty

Comparison with ideal

Reliability customization overall Repurchase likelihood price tolerance

 16.1 Components of women expectation
 Desired service level: wished for level of service quality that women believe can and should
be delivered.
 Adequate level of service: Minimum acceptable level of service.
 Predicted level of service: Service level that customer believe firm will actual deliver.
 Zone of tolerance: Acceptable range of variables.

Learning model of woman purchase behavior

Personality

Purchase
m
o p
Need reorganization intention Post
t e
purchase
Firms i r
behavior
marketing v c
efforts a e
t p Repeat
Social i Product awareness interest evaluation ti purchase
environment o o
n Interest breakdown
n
discountation

Attitude
 17. Types of market segmentation

TRADITIONAL TRAPPED
HOUSEWIFE HOUSE WIFE

TRAPPED CARER
WORKING WORKING
WOMAN WOMAN

Each woman has her own attitude and personality. It is crucial to decide which segment you are
ready to target and “then” each segment differently.
 18. Problem statement
 Today is the era of communication as innovative and novel means of communication came
into existence. Traditional way of mailing has been replaced to certain extent by e-mail and
landline is being replaced by cell phones.
 It is reported that after the invention and introduction of cell phones the rate of surrounding
landline is at a decreasing rate and the number of users of cell phones is increasing even day
by day.
 In the extremely competitive marketplace, marketers wish they could get inside the woman’s
heads as well as their wallets.
 The emergence of woman psychology will provide more creative ideas for the further
progress of marketing, and the research of the psychological science will have a lot of
knowledge to be explored as the development of the commercial activities.
 19. Need for the study
 The study of women helps firms and organizations to improve their marketing strategies
by understanding issues such as how.
 The psychology of women how he think, feel, reason, and select among different
alternatives (e.g., brands, products, and retailers) 
 The psychology of how the woman is influenced by his or her environment (e.g., culture,
family, signs, media)
  The woman behavior while shopping or making other marketing decisions
 Limitations in woman knowledge or information processing abilities influence decisions
and marketing outcome
 How woman motivation and decision strategies differ among mobiles that differ in their
level of importance or interest that they entail for the woman.
 20. Research methodology
Research is a common language refers to a search of knowledge. Research is scientific &
systematic search for pertinent information on a specific topic, infect research is an art of
scientific investigation. Research Methodology is a scientific way to solve research problem. It
may be understood as a science of studying how research is do not scientifically. In it we study
various steps that are generally adopted by researchers in studying their research problem. It is
necessary for researchers to know not only know research method techniques but also
technology.
The scope of Research Methodology is wider than that of research methods.
The research problem consists of series of closely related activities. At times, the first step
determines the native of the last step to be undertaken. Why a research has been defined, what
data has been collected and what a particular methods have been adopted and a host of similar
other questions are usually answered when we talk of research methodology concerning a
research problem or study. The project is a study where focus is on the following points:
20.1 METHODS OF DATA COLLECTION:
20.1.1 PRIMARY DATA:
Survey method -- This method was adopted because it helped in securing detail information from
a sample of respondents. The information received from the respondents is recorded on a form
called the questionnaire. This is only method to measure attitude & motivation directly
20.1.2 SECONDARY DATA:
I have also used the secondary data, which included the written document of the organization &
other places.
 internet
 papers & records
The data collected from the above mentioned sources helped me in getting information about the
brief history of organization.
20.2 SAMPLE PLAN
20.2.1 Descriptive Research- The research design is descriptive in nature. This research is
mainly focused on buying behavior of women’s for smart phones.
Universe of the Study- Bareilly city U.P.

20.2.2 Sample Size Sample size is the number of elements to be included in a study. Keeping in
mind all the constraints 60 respondents have been selected.
20.2.3 Sampling Technique- Simple Random Sampling
20.2.4 Sampling Unit- female Users of various companies smartphones.
Tools of Presentation and Analysis- Pie Chart, Bar chart.
 21. Findings

 In this survey most of the respondents are between in the age of 20-23 as you can see in
above figure.
 This tells us that youths are more active in these kinds of activities. On the other hand I
got only one respondent above the 30+ age. Which means mature people are not
interested in these kinds of activities?
 I got 100% female respondents as this topic is based on women only. In this survey
I found that women are also take participation these kinds of activities and their
interest go to higher level when they found something is related to them.
 As you can see in above chart that most of the women are students between the age of 20-
23. Only 13% women doing job in private organization.
 Between the ages of 20- 23 most of the women are students only few women are
doing jobs in the private organizations. And few are house wives.
 Educational qualification of most of the women are post graduate and appearing and
graduation at this age so qualification and literacy plays a vital role in operation of a
Smartphone.
 As above mentioned figures tells about that most of the women are students.
 So their monthly income is none
 But those are working in private organization, have salary either Rs.10000 or more than
it.
 In my survey study I found that majority of smartphone which women are using is
SAMSUNG’S.
 It is more than 25%
 And 2nd place is grabbed Samsung’s tough competitor, I phone. Its percentage is 18%
 3rd position is grabbed by VIVO smartphones. It is approximately 15%
 In my survey I found that almost 39% women are going with best features.
 Almost 28% women went for the durability and quality.
 And main thing I found that, I heard that women always look for good looking phones
but above figure just declined this myth.
 50% women purchase smartphones for study.
 Approx 26% women purchase smartphones for their security.
 And 20.4% women purchase smartphone to use social media.
 This thing shows that women are utilizing smartphone in a good ways like study.
 53% women are agree on it that lower price attract them. It show that lo and medium
price mobile companies can take advantage of it.
 And on the other hand most of the women neutral about it.
 More than 60 % women are agree on this, that if company is offering high
price mobile then company will provide good quality smartphones.
 And 22% women are neutral about it
 And 13% women are not in the favour of it.
 the veryfirst thing that attracts women to purchase any smartphone is internet uses such
as:
 Social media.
 Study from internet
 Job seeking etc
 And second thing which attract women to purchase mobile is family and friends
imfluences
 And some women puchase smartphones just for standard of living.
 Very few women attract through words of others.
 Mostly women care about good specification.
 Very few women are there who care about only good looks.
 It shows that those who think that women care about only looks and they don’t know
about specification are becomes totally wrong there.
 With the rapid growth in internet uses women’s purchasing through online has just
increased.
 And it is decreasing offline market’s scope rapidly.
 But currently there is still almost equality in both plateforms.
 It shows the habit of a woman that she goes with her family or friends to purchase
anything
 But there are still some women who go to market alone and purchase alone.
 It is all about human nature
 According to majority of respondents there various companies which focus on women.
But they almost are different from each other.
 And big percentage of women think that there is no any company which focuses on
women.
 22. Recommendations
My recommendations according to the results of study are smartphone companies should focus
on women segment in market. There is big potential market available if companies start focus on
women segment it is great opportunity to companies. But any one of the company want to catch
women segment then they should have work on some points:

Gender is a very important factor among all the factors; it plays a very crucial role in
purchase decisions.

 Females and males both shows totally different behavior when they purchase any goods
or services. 
 Companies should focus on the better specification and not only for looks. Because
today’s women have changed a lot. Now mostly women care about good specification.
 Company should add more security features in smartphones as some women told about it
that they carry smartphone because of security.
 Company should provide good internet configuration as mostly women use smartphone
because of study.
 Companies should invest on online platforms as mostly women show their interest to
purchase smartphone online.
 Lower price attracts women so company should provide reasonable priced smartphones.
 23. Conclusion
 The characteristics of the mobile phone seem to have a special appeal to women and led
to their rapid adoption. In this way, mobile phones seem to be contributing to the blurring
of gender differences.
 The mobile phone is transforming the way women deal with technology by leveling
differences between sexes. 
 Color, expression and space are important aspects of performance as Communication and
performance as construction of meaning. 
 Choosing pink phones might either be an option to conform to the masculine norm that
states “pink is for women” and abiding by “gender scripts”
 Expression is another dimension of shifting genders that translates into mobile phone
personalization.
 24. BIBLIOGRAPHY

 HTTPS://WWW.SLIDESHARE.NET/ROHITBHABAL/A-STUDY-ON-MOBILE-
PHONE-PURCHASE-BEHAVIOR-IN-WOMEN-SEGMENT
 WIKIPEDIA
 GADGETS NDTV BLOGS.
 GOOGLE IMAGES.
 PERSONAL OBERVATON.
 QUESTIONNAIRE

1. Occupation of respondents(women)
a. Government employee
b. Private employee
c. Students
d. House wife
2. Age of respondents
a. 15-20 year
b. 20-40 year
c. 40-60 year
3. Marital status?
a. Married
b. Unmarried
4. Educational qualification?
a. Post Graduate
b. Graduate
c. 12 th
d. 10 th
5. Monthly income?
a. Less than 10,000
b. 10-20 thousand
c. 20-50 thousand
d. None.
6. Which Brand smart phone do you use?
a. Samsung
b. Apple
c. Huawei
d. Oppo
e. Xiaomi
f. Others ( )
7. Why do you prefer the brand motioned above?
a. Best feature
b. Best look
c. Durability/ Quality
d. Others ( )
8. Why did you purchase Smartphone?
a. To use social media
b. For security reasons.
c. For office work.
d. For study
9. Does lower price attract you?
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
10. Do you perceive higher price means higher quality?
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
11. What attracts you to purchase a smartphones?
a. Words of mouth
 b. Internet uses
c. Standard of living
d. Advertisements
e. Friends and family influences.
12. Do you like to purchase smartphone alone or with group of friends and family?
a. alone
b. group of friends and family
13. What do you care about?
a. good specifications
b. good looks
14. which platform you will prefer to purchase smartphone
a. online
b. offline
15. Is there any smartphone company you know about that focus on women?
a. Yes ( Name of that company : )
b. no