Predicting The Dynamics of Influencing Smartphone Purchase Decisions

Abstract

ABSTRACT--- The aim of the current study is to find the features which are highly preferable by the customers while purchasing smartphone. The study concentrates on the gap analysis between the importance given to the features and the satisfaction level of customers towards that features. This study also emphasises on mostly used smartphone brand in the market and customer willingness to spend money for purchasing smartphones. The data was collected through survey method by administering a structured questionnaire. A 5-point Likert scale was used. The data collected was analysed using descriptive statistical measures and Wilcoxon Signed Rank Test was used to test importance and satisfaction levels of customers. The study reveals that features like Operating System, Battery, Storage, Speed/RAM, Camera, Weight and After Sales Service are given most importance by customers but they are not satisfied with the performance of these features. There are some variables like Size/Shape/Design, Brand and Price to which customers have not given more importance but the customers are satisfied with these variable features.