STUDY ON CUSTOMER EXPECTATIONS BEFORE

PURCHASING A MOBILE PHONE

STUDENT NAMES: SWAMINATHAN S, SHRUTHI MG, GAYATHRI KANNAMAA. S,

AKSHAYAA K, PRASHANTH B, KAUSHIK SRIRAM.
GROUP NUMBER: 4
COURSE NAME: BUSINESS RESEARCH METHODOLOGY
COURSE CODE: 19PT35
COURSE FACILITATOR: ASST. PROF., PRASANTA KR CHOPDAR.
DATE OF SUBMISSION: 08/03/2020

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CHAPTER NO. TABLE OF CONTENTS PAGE NO.

2 INTRODUCTION 3

3 LITERATURE REVIEW 4

4 PROBLEM STATEMENT 5

5 APPROACH TO THE PROBLEM 5

6 RESEARCH DESIGN 7

7 REFERENCES 7

TABLE OF CONTENTS

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1. A STUDY ON CUSTOMER EXPECTATIONS BEFORE
PURCHASING A MOBILE PHONE

2. INTRODUCTION:

Business research can be stated as the systematic process of identification, analysis,

collection, dissemination and the use of information for the purpose of decision making, related
to the problem and its solutions, which in turn helps in identifying the opportunities in business.
It is generally done to understand customers’ buying preferences and patterns. It contains a lot
of benefits like, staying updated with the current trend, identifying threats and opportunities,
and in the clear communication of the current and potential customers satisfying their needs.

With a lot of recent advancements in technological devices, people prefer to stay ahead of the
crowd. One such important device is the mobile phone. Mobile phones play an undeniably
important role in our day to day lives. With all the technological revolutions, they have become
a multi-functional kit serving the purpose of many devices combined together. Thus people
prefer doing jobs in a quicker pace at their fingertips. Capturing this need, there arose a huge
trend in having updated mobile phones and the average lifetime of using a phone has
drastically shifted due to various reasons. Thus a survey has been done to know people’s
preferences in using and reasons for switching their phones.

Through this survey we can understand the major reasons for switching a phone, its
performance, price, preferred platform for purchase and so on. By doing so, we could arrive at
reasons which served as a major catalyst in the switching of phones and the ways a mobile
phone industry should constantly innovate to meet customer needs to stay ahead in the
market.

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3. LITERATURE REVIEW

“Descriptive research is considered to be the statement which has no control over the variable.
It can also be said to be simple attempt to what the research is, whereas analytical research is
to explain the reasons for how it came to be”[1].

The main aim of Descriptive statistics is to highlight the problem on the issues of the present
modern-day issues by the process of data collection which paves the way to describe the whole
situation”[2].

Descriptive studies are used to give a 360-degree complete analysis of a particular

phenomenon. It can also be used to analyse the characteristics and behaviour of the sample
population.”[3].

The most important feature of descriptive research is to the fact that even there are a
numerous number of variables in a research. Even one variable is enough to conduct a study.
The three key purposes of this study are describing, explaining and validating research
findings.”[4]

Descriptive studies are related to observational studies, the only thing is that they are not
limited with observation data collection method. The other forms of data collection methods
which can be used in descriptive studies is Survey and Case studies. [5]

According to Lathom-Radocy and Radocy (1995) Descriptive research must include Survey
Research, ex post facto research, case studies and development studies

Data collection with the means of survey of literature and documentation of music therapy with
a specific population has made an increasing impact on researchers doing research on the said
topic.

There is a huge list of reports which are either unpopular or unpublished articles which have
proven to have some real useful information. Adding to it, the more efficient use of these
evaluation tools for the purpose of assessing the clients even before the therapy starts which

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would be helpful on order to make evaluations over a period of time. With these difficulties in
using controlled experimental studies, descriptive statistical analysis is used.

4. PROBLEM STATEMENT:

4.1 OBJECTIVES OF THE STUDY

RESEARCH PROBLEM:

 The main aim of our study is to find reasons why the customers switch their mobile phones.
 To find what are the driving forces that make the customers decide to buy a mobile phone.
 How much they are interested in the technical aspects while buying a new one.
 To also find the reasons why they switched to a new phone and the issues they faced in their
old one.
 How the customers rate their mobile phones and reasons behind their ratings.
 Are they happy with their current mobile phone?

MANAGEMENT PROBLEM:
 How can the companies make mobile that doesn’t slow down with updates.
 How to make good mobiles at a low price.
 What are the primary specifications the customer looks for while purchasing a mobile
 Which platform to sell the mobiles either in online or retail stores
 How long the mobiles are working fine and how it can be improved.

5. APPROACH TO THE PROBLEM

5.1 THEORETICAL FOUNDATION:

Questionnaire is considered to be most predominantly used instrument for data collection. It is

a set of questions which are standardized which follows a particular order for the sole purpose
of collecting data individually about one or more topics.

5.2 RESEARCH QUESTIONS:

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The research questions are designed in the way that they can be measured using the scaling
techniques and certainly we can come to conclusion.

NOMINAL SCALING:

Which phone are you currently using?

Which phone did you use previously?

ORDINAL SCALING

Rank the features you look for while buying the mobile phones?

a.Processor b. Brand c. Design d. Price e. Camera f. Others (specify)

Rank the reasons for switching yor phone?

a.Outdated b .Broken c. Less Internal storage d. Poor performance e. Poor camera

INTERVAL SCALING

Rate your phone's performance on a range of 1-5 where 1-verypoor, 5-very good

Rate your previous phone's performance on a range of 1-5 where 1-verypoor, 5-very good

RATIO SCALING

Do you like to replace your current phone?

What is the price of your current phone?

How did you purchase your mobile?

How long did you use your previous phone?

5.3 CONCEPTUAL MODEL:

The structured view of the required data which is used to support the business and all related
performance is the conceptual data model. This model is created with the main task on
identifying data used in the business without considering its flow or physical characteristics.

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6. RESEARCH DESIGN

6.1 DESCRIPTIVE/EXPLORATORY/CAUSAL:

A descriptive statistic is the statistics that basically summarizes the features from information
collected, whereas description statistics is considered to be the process of analyzing statistics.
Both Descriptive and inferential statistics are distinguished by the aim and the data used to do a
sample study which is going to be used to present.

6.2 POPULATION/SAMPLE/SAMPLE SIZE:

POPULATION:

The population for our study is quite large as everyone has a mobile phone these days.But we are
focusing on the people who use smart phones.

SAMPLE SIZE:

We are planning to collect a sample size of 100.

SAMPLE:

The sample set required for our study is predominantly from the age group of 20-50 as they
know well about the technology.

6.3 SOURCES OF DATA

The questions are floated to people we know by mailing them or sending the links of the survey.

6.4 DATA COLLECTION PLAN

We can collect the data through mails,by floating google forms,online survey platforms.

6.5 DATA ANALYSIS PLAN

The data analysis plan can carried with the help of pivot tables in excel. With the help of the
analyzed data we can draw some insights.

6.6 ETHICAL ISSSUES/CONSIDERATION:

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We have to consider that the respondents are honest and the responses they give are valid to
draw a conclusion.

6.7 TIMELINE OF THE STUDY:

We have from 22-02-2020 to 04-03-2020.

6.8 STRENGTH AND WEAKNESS OF THE STUDY:

The main strength of the study is within a short span of time we can understand what the
customer’s view point and their expectations.

The weakness of the study is perspective of the customers which changes from one person to
another.

7. REFERENCES

1. https://research-methodology.net/descriptive-research/
2. https://vbn.aau.dk/en/publications/descriptive-research-collecting-and-analysing-research-data-to-
de
3. https://explorable.com/descriptive-research-design