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Empirical Study on Cluster Analysis of the Smartphone Segment

International Journal on Customer Relations

Volume 2 Issue 2

Published: 2014
Author(s) Name: S. Lakshmy | Author(s) Affiliation: Faculty, J.D. Birla Institute, Department of Management, Kolkata, West Bengal, India.
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Abstract

The purpose of this study is to understand the market dynamics of smartphones. The study aims to investigate the effect of trends, social influences and convenience on consumer’s purchasing behavior. This report is based on quantitative data. The first step that was undertaken was a pilot survey. A sample of 40 respondents was framed using random sampling method. The primary data collected through pilot survey was analyzed. After the successful completion of pilot survey, it was identified that consumers are aware of the smartphone technology and there is a huge scope in the market. Then the main survey was conducted to conclude the purpose of the study. The primary data for main survey were collected from a random sample of 84 respondents. According to the customers response, data were analyzed using Cluster Analysis. This paper presents the result of a survey on the trend of smartphone from the perspective of end consumers. This study has looked into the familiarity of users towards smart phones, operating platform and different unique smartphone features such as backup, third party application, multi-window, global positioning system (GPS) etc. This study also identified consumer preference for different smartphone brands and most importantly the determinants that influence their purchasing decision. Additionally, the consumer preferences on smartphone specifications such as design, screen size and price were investigated. Furthermore, it was also analysed that consumers are aware of smartphone malicious software and security software in order to protect their device. The statistics presented provides fundamental information regarding the trends and factors influencing consumers buying behavior, in the smartphone market. Such information is useful for the development in the field, whereas for smartphone manufacturers, application developers and other stakeholders, they will be able to plan their direction for generating revenue as well as maintaining their position in the market.

Keywords: Market Dynamics, Pilot Survey, Cluster Analysis, Customer Preference

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