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“MARKET RESEARCH PROPOSAL ON BUYING BEHAVIOURS OF
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Autho SMART PHONES IN INDIA”
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MARKETING RESEARCH
18/10/2020

SUBMITTED TO : Subhradev Sen (sir)

SUBMITTED BY : Sreeja Pericherla
SPECIALISATION : Marketing
REGISTRATION NO :180101410133
1. SUMMARY

This paper introduces the research proposal for analysing the buying behaviour of
smartphones in India. This proposal describes, how the further research is going to be carried out by
us and what methodologies are going to be used.

The smartphone industry is one of the fastest growing and the most competitive
industries in the world. To remain competitive, the industry has to update its products and services
from time to time to meet consumer needs and expectations. In the past six to seven years, the
arrival of the leading Chinese brands had led to a change in the market share of most smartphone
brands here in India. The share of domestic mobile phone brands dropped drastically. Brands from
china, Vietnam, and the US dominate the Indian mobile market with their exiting features and
designs offered at very affordable prices. These companies have also set up their manufacturing
plants in India, which has helped India to become the world’s second largest smartphone market
after China.

The main purpose of this paper is to examine the Indian smartphone buying behaviour of the
consumers.

This research will be created in the duration of 15 weeks.

2.AIMS AND OBJECTIVES

1. To gather information about smartphone usage in India

Here, the information regarding the smartphone usage in India will be gathered. It includes
smartphones ownership information, and smartphones sold in India by different brands across the
years and also the dynamics of smart phone purchases.

2. Find and analyse the information regarding the Indian smartphone buyers and their purchasing
behaviour.

Here, the smartphone buying behaviour of Indians will be studied. this includes the facts about
the most popular smartphone features and applications for different age groups and their
preferences in OS, designs and brands.so the knowledge about mobile data usage and cellular data
networks preferred by Indian citizens will be provided.

3.TYPE OF STUDY AND DETAILED PROCEDURE OF DATA COLLECTION.

We are going to conduct a secondary research before a primary research. Because to

gather a large amount of data regarding the smart phone market and to gain general idea of what is
the reaction of customers to the smartphone brands in the market.

So, we will collect relevant information of brands and their competitors as well as we will define any
kind of changes in the consumer behaviour and predict the purchasing decisions on smartphones.
First we will do internal research regarding the internal part i.e, records from the previous marketing
research that has been conducted in the previous years which will help us to understand the
consumers attitude towards the domestic brands. Internal reports about the domestic smartphone
brands can show us what is the volume and the smartphone sales in previous years. Information
about the results from the domestic smartphone brands and their strategies and the product
reviews on them will be selected and analysed so that the strength and weakness of the brands will
be known.

As for the external research we will collect the statistics to discover the parameters of the Indian
minds, such as the number of people, age, income, population, gender etc will be taken.
Subsequently we will have a picture of the clients of the cell phones and some segment attributes of
them.

The data collected from this research will guide us to the proper implementation of a qualitative
research. It focuses on deeper understanding of people’s attitudes towards smartphones that means
investigate customers about different brands in various segments. Later the results from qualitative
research will be analysed in order to develop a quantitative survey. We choose focus groups for a
qualitative research.

FOCUS GROUPS

Center gatherings permits us to gather a various arrangement of perspectives about members with
smartphones. Furthermore, besides not at all like different procedures, for example, simple talks
with this just moves the conversation cycle in a casual environment. So the members will be all the
more ready to communicate their reasonable assessments and their trade sees.

4.STATISTICAL ANALYSIS TO BE USED.

QUALITATIVE RESEARCH

POPULATION AND SAMPLING

As per age peoples wants and needs will be constantly changing. So we will divide the market into 5
segments according to age.

AGE AGE AGE AGE AGE

18-25 25-35 36-55 55-64 65+
GROUP Group 1 Group 3 Group 5 Group 7 Group 9
GROUP Group 2 Group 4 Group 6 Group 8 Group 10

So, now we use quota sampling, here we choose 7 participants from each focus group from all the
10 groups. The group members will be chosen based on the following criteria:

 Both men and women are to be involved

 different educational levels.
 different occupation and social status.
After this the in-depth interviews may take place to acquire more specific information from those
who had interesting opinions about their interests regarding the smartphone purchasing. We could
conduct 5 in-depth interviews keeping in mind our budget constrains.

The focus group discussion is going to be conducted in a venue while any one of us will control the
time. The general topics covered here are:

 Their most popular smartphone activities

 Their attitudes towards different brands
 Purchase channels
 Motive behind their purchase.

Finally the analysis of this data will not only include the notes that the monitor has taken during the
interviews but also our objectives are going to be reviewed from the recorded videos that we took
while performing the interview. At this stage we will consider not only the verbal cues, but also the
body language of the participants.

QUANTITATIVE RESEARCH

Here, online questionaries will be developed based on the information obtained from the focus
groups.

POPULATION AND SAMPLING

The target population of this quantiative research are some of the Indian residents above the age 13
years old. Here quota sample will be used in data gathering. So here we should categorise the
sampling frame based on age groups. We also decided to distribute 500 online questionaries in total.
But we will have approximately 100 completed questionaries maximum to analyse.

The questionaries will extract the following information regarding:

 What are the key thought processes in buying a smartphone

 What are their perspectives towards various smartphone brands.

The maximum duration of the questionaries will be up to 5 minutes. The questionaries will be sent
to participants through emails. And as a form of encouragement for people to participate. The
respondents will be given incentives for participation.

And the data gathered here will be analysed and will be understood.

EXAMPLE OF THE ONLINE SURVEY:

ONLINE SURVEY:

Dear sir/madam,

Please take your time and complete our survey. Your opinion is important to us, it will take not more
than 5 minutes.

Please follow by clicking the link down below.

URL/: Dummylink//:survey.
And also, you will have a chance to win special vouchers after completing this survey. your
participation is voluntary. This survey does not contain any offensive or sensitive questions.

Thank you very much for your precious time and help.

If any enquiries, please do not hesitate to contact us:

5765796980,4346576567

Best wishes,

P. Sreeja

Marketing analyst.

QUESTIONS

SECTION-A

Q1) Do you have a smartphone?

Tick here

Yes
no
Q2) The current brand of your smartphone?

Tick here

Brand Tick

Samsung
Xiomi
Oppo
Apple
other Specify your brand ( )

Q3) Any other brand you were interested to buy other than your current smartphone brand?

Brand name

Q4) Will you buy a smartphone in the next 6 months?

Tick here

yes
no

Q5) What price are you willing to pay to buy a smartphone?

Tick here

Bellow 10000

10000-60000

60000-70000

70000-80000

80000-100000

1lakh and more

Q5) Some important features you like to have in your smart phone?

Tick here

FEATURES MUST HAVE NOT THAT IMPORTANT

Big screen size
Long battery life
Camera quality
Stylish design

Q6) Source of information that highly affects your intention for buying a new smartphone?

Tick here

Family or friends recommendations

Advertisement
Online reviews

MY DETAILS

SECTION-B

Q7) My gender

Tick here

Female
male

Q8) My age

Tick here

13-18
18-25
25-35
35-50
50+
THANK YOU SO MUCH FOR COMPLETING. HAVE A NICE DAY.

5.ETHICAL ISSUES

Researchers will take all the necessary steps to ensure that the data collected is accordingly to the
norms of Data protection act. At the beginning of the questionnaire participants will be notified that
their participation is completely voluntary and no sensitive and offensive questions will be asked.

6.TIMING

ACTIVITY WEEK
Qualitative research 3-4 weeks
Quantitative research 4-5 weeks
analysis 2-3 weeks
report 15 weeks

7.BUDGET

BUDGET ALLOCATION

METHODS OF RESEARCH ALOCATION FEE

Qualitative research 10 focus group discussions 7000
1000 per group
Qualitative research Maximum 4 in-depth 1400 approx.
interviews
200 per person
Quantitative research Online questionnaire 5000 approx.
20rs per questionnaire
emailed.
total 13400 approx.

8.BIBLOGRAPHY

https://esource.dbs.ie/handle/10788/1812

https://medium.com/zerowaste/top-5-significant-consumer-behaviour-patterns-in-smartphone-
market-in-india-55d10346a63d

https://www.firstpost.com/living/6-things-we-got-to-know-from-the-great-indian-smartphone-
survey-2019-about-our-consumer-behaviour-7434961.html

http://www.walkthroughindia.com/hot-trends/top-10-most-popular-smartphone-companies-in-
india/.

PROPOSAL BY

Sreeja Pericherla
BBA , 2018-21.