Informatics Publishing Limited

Joshi Sujata ¹, Jog Yatin ², Chirputkar Abhijit ², Shrivastava Noopur ², Doshi Ruchi ¹

Affiliations
1 Symbiosis International University’s, Symbiosis Institute of Telecom Management, Pune - 412115, Maharashtra, IN
2 Symbiosis International University’s, Symbiosis Institute of Telecom Management, Pune - 412115, Maharashtra

Abstract

Background/Objectives: The objective of this study is to understand the technology and hardware factors affecting the purchase of smartphones among Indian youth. Methods/Statistical Analysis: Various studies have been done on factors affecting smartphone purchase decisions of the youth. However, very few studies, especially in Indian context, have focussed on technology and hardware factors. Primary data was collected by means of survey and around 306 responses were observed onto which regression and factor analysis have been carried out to generate a more precise analysis of behaviour of youth. Findings: The study showcases that the young student’s choice of smartphone is affected by five factors namely as Technology factors, Hardware factors, Basic factors, Brand factors and Financial factors. Out of these, Technology has the most significant influence. OS version and Hardware featureshave a significant effect on young student’s choice while purchasing a smartphone. This study will be helpful to smartphone manufacturers and cellular service providers not only to understand how and what inclines a youth towards the smartphone but also give an idea of what features might be needed to make better sale of smartphone in the younger generation. It will help them know the range of factors that behave as a trigger towards a smartphone purchase and to know what technological, hardware and software, branding and financial factors must be considered. This study will also be useful to telecom managers and smartphone manufacturers to understand smartphone requirements of the youth segment and accordingly align their product design, sales and marketing communications strategy. Applications/Improvements: The scope of this research is limited to youth aging between 18-25 years. This can be further enhanced to a broader age group thus increasing the scope for smartphone manufacturer.

Keywords

Descriptive Analysis, Hardware Factors, OS Version, Smartphone Purchase, Technology, Youth

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Joshi Sujata ¹, Shrivastava Noopur ¹, Nair Neethi ¹, Prakash Jubin ¹, Pandey Udit ¹

Affiliations
1 Symbiosis International University’s, Symbiosis Institute of Telecom Management, Mulshi, Lavale, Pune - 412115, Maharashtra, IN

Abstract

Background/Objectives: The paper attempts to develop Search-Engine-Optimization strategy by investigating the factors affecting online purchase decision of consumers and to understand customer expectations about home page of an e-commerce website. Methods/Statistical Analysis: For this study, data was collected by means of a questionnaire from 200 respondents. Out of these, 152 valid responses were examined which included students and working professionals. Factor analysis was used for analyzing the data with the help of SPSS tool. The paper hence proposes the major psychological factors, under Consumer decision making process model, an individual undergoes to make online purchase. Findings: Through various secondary analyses it was found that none of the research concentrated completely on the psychological behaviour of customers making online purchase. This makes the research unique since a complete analysis of psychological process with various basic attributes have been considered in this paper to please the customers and creating a value to the customers. The findings of the study suggest that consumer decision making process for online purchase depends on five basic factors namely motivation, perception, attitude, integration and learning. Secondly, clothing, jewellery, mobile accessories are the priority sections that are expected on the home page of an e commerce website. Applications/ Improvements: The research will help managers understand factors affecting online purchase and to increase the website traffic thus the ranking of the website on search tools will increase, helping in Search-Engine-Optimization.

Keywords

Consumer Decision Making Process, E-Commerce, Online Purchase Decision of Consumer, Search Engine Optimization (SEO)

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