TABLE OF CONTENTS

ABSTRACT

This paper reported results from a questionnaire survey of

consumer perception of product attributes of mobile phones
and how they consider the importance of each product
attribute. The questionnaire contained items covering
appearance, features, service and price. Some of the items
were measured with 5-point Likert scale anchored from
“least likely” to “most likely”. The questionnaire was
administered online to broad sample (N=60) in India.
An exploratory factor analysis was conducted to find out
the latent constructs of mobile phone product attributes,
which also reflect consumers’ common idea of attribute
category. Five factors, accounting for correlation affecting at
the level of 0.01, were identified: Personal demographics,
appearance, features, service and price. These attribute
factors can be used as a basis for understanding of
product attributes and its influencing factors. Results from
the factor analysis also provide information about what
consumers are concerned about when they evaluate mobile
phones or make purchase decisions.
 INTRODUCTION
The perception of various product attributes gives the
first impression for consumers, particularly when they
have limited time and bandwidth to do a thorough
research on a new product. This perception of attributes also
has strong relation with consumer judgment of whether the
product will satisfy their needs.
Studying the structure of product attributions based on
consumer perceptions will help practitioners to understand
consumers’ acceptance of products. This is especially
important for mobile phones as more and more
technologies and functional designs have been integrated
into new mobile phones. Consumer requirements of
mobile phone are now not limited to the basic
communication functions, but also on functions for other
mobile applications, efficiency, ease of use and comfort.
Unlike other interactive systems (e.g., desktop computing),
consumer criteria of judging benefits expected from
mobile phones include factors like function specification,
aesthetics, brand image, self-feeling and user experience.
These factors altogether add influence on the overall
consumer perception. Therefore, the objective of this study
was to provide a quantitative and structural assessment of
consumer perceptions of product attributes of mobile
phones.
 Literature review
 a study on choice of criteria and satisfaction level of mobile phone service users in
India a case study of Ludhiana city by Sandeep Sharma security Department of
Business Management Punjab College of Technical Education Ludhiana
http://www.indianmba.com/Faculty_Column/FC147/fc147.html
 a study on brand preference of mobile phone users in Virudhunagar City by Dr.
subburaj, professor in department of management studies Saint Michael College of
Engineering and Technology, Tamil Nadu
http://www.indianmba.com/Faculty_Column/FC1260/FC1260a/fc1260a.html
 consumer perception towards smartphones
https://www.slideshare.net/Mayanksng07/consumer-perception-towards-
smartphones
 study of consumer perception towards mobile phone of Chinese brands by Riddhi
Jain and Dr teena bagga
https://www.academia.edu/36273772/_STUDY_OF_CONSUMER_PERCEPTION_TOW
ARDS_MOBILE_PHONE_OF_CHINESE_BRANDS_
 Customer buying perception towards mobile phones with special reference to
Motorola by Adil Hussain https://www.slideshare.net/AdilHussain49/customer-
buying-perception-towards-mobile-phones-with-special-reference-to-motorola
OBJECTIVE OF RESEARCH
 To study consumer motivation and perception towards
mobile phone.
 To analyze the consumer preference of brands of mobile
phones.
 To study whether the features of mobile is important
while buying a phone or not.
 To determine whether salary and age is a factor for
consumers while buying mobile phones.
 SCOPE OF RESEARCH
The scope of the research is based on the telecom industry
and it throws light on the preference of features of mobile
phones while buying them.
The research will help the telecom industry to know the
current scenario of customers with respect to brand
preference and age as well as income as a factor while buying
mobile phones.
 RESEARCH METHODOLOGY
The research was conducted to gain the perception of
consumers about mobile phones. We deconstructed the aim
of the study into the following hypothesis:
1. To study consumer motivation and perception towards
mobile phone.
2. To analyse the consumer preference of brands of mobile
phones.
3. To study whether the features of mobile is important
while buying a phone or not.
4. To determine whether salary and age is a factor for
consumers while buying mobile phones.
Research design:
The two types of research are exploratory and descriptive.
The research design is also single cross-sectional as the
respondents have been contacted only once for collection of
the data. We have conducted a descriptive research as we
explain the perception of present mobile phone users. Also
we have tried to delve into various factors which could affect
the decision of current mobile phone users.
Since we are thoroughly studying the current situation with
respect to ‘consumer perception of mobile phones’ hence
our research was a descriptive type of research done.
Our research is also exploratory since we referred to some
old research papers done, which not only gave us a
perspective of some of the researches already done in the
area but also gave us an idea about the possible things
affecting mobile phone user’s perception about the device.
We have also drawn some inferences based on the data
collected and tests conducted.
Future research is recommended for those brands which are
unable to capture a comfortable market share in comparison
to some of their competitors.
Features of the sample:
Sampling unit - Respondents were selected only from the
metropolitan cities. This was done so as to stress upon the
relevance of the data collected, i.e. since mobile phone users
residing in metros generally tend to be more dependent
upon their devices as compared to those residing elsewhere.
Sampling size – 60, due to lack of enough time for survey we
had to select a small sampling size.
Sampling procedure - We collected the data via a survey
conducted on individual basis. Each respondent submitted
their responses to the questionnaire provide by us. We
selected this methodology, since our sample size was small.
Sampling media – We had reached our respondents through
DMs(Direct Messengers), emails and social networking
platforms.
ANALYSIS AND INTERPRETATIONS
Following are the hypothesis which we worked upon during the study:
H1: colour dependent on gender
H2: price range dependent on monthly income
H3: service station dependent on type of area people living in
H4: age determines the features people look for in mobile
H5: preference of brand depends upon cost of replacement of parts
H6: Preference of battery life depends on occupation of respondent
the reliability test done on our questionnaire designed for the research gave result as 6.41,
which made the test reliable since a result should be greater than 5 at least.
The hypotheses were also used to conduct the Pearson correlation test as per the output
obtained. the correlation coefficient ‘r’ for two hypothesis H1 and H4 were coming out as
negative i.e. the constructs of each hypothesis were inversely related. ‘r’ for the other
hypotheses are coming as positive or that they are directly related.
we didn't get any null hypothesis, that is, all the hypotheses show that the constructs are
somehow or the other way related for each hypothesis.
factor analysis was conducted to know the significance of each construct and their
variables to our study in general.
the KMO we got for each construct in factor analysis should be greater than 0.5, and as
per the output, KMO for all our constructs are greater than 0.5. This shows that the
constraints contribute positively to the study. Some variables redundant for each construct
are also shown in the table below.
Also, modes were found for each construct so as to find out which responses were
answered majorly for any variable, as shown in the table.

construct KMO Variable Mode

after redundant
factor
analysis
A) PERSONAL 0.617 COUNTRY, Age: 16-25
DEMOGRAPHI GENDER, yrs
CS TYPE OF Occupation:
AREA student
LIVING IN. Monthly
income:
upto 10,000
B) Perception on 0.531 Type of body of Weight: yes
 appearance phone, type of Size: yes
earphone, finger Color: yes
lock preference. Speaker: doesn’t
matter
c) perception on 0.620 Larger battery Features: 5
features life Storage capacity:
5
Better screen: 5
Software: 5
Better internal
space: 5
d) perception on 0.643 - No. of service
service station: 4
Cost of
replacement: 4
Connectivity: 5
Brand: 5
e) perception on 0.624 - Cost: yes
price Desired price
range: 10,001 to
20,000
Preference:
Apple or oneplus
FINDINGS AND RECOMMENDATION
 Preference of colour of the mobile phone is not dependent upon
gender, in fact it is inversely dependent upon gender.
 the price range is directly dependent upon monthly income
 area living in is also directly depend upon service station
 the age is inversely dependent upon the features of the phone i.e.
lower the age of the mobile phone user more features are in demand
of the mobile phone
 brand preference is also positively dependent upon the cost of
replacement of parts
 battery and occupation of the person are also positively dependent
upon each other.
 Most preferred phones, depending upon price range, were Apple and
OnePlus.
CONCLUSIONS
REFERENCES