Title Page

Factors Affecting the Buying Behavior of Smartphone in Kawasoti

By
Barsha Marasini
Exam Roll No. 27249/20
TU Registration no.7-2-568-127-2020

A Summer Project Report Submitted to

Faculty of Management, Tribhuvan University
In partial fulfilment of the requirements for the degree of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

at the
Madhyabindu Multiple Campus
Tribhuvan University

Kawasoti, Nawalpur
December 2024
 Declaration

This is to certify that I have completed the Summer Project entitled “Factors Affecting the
Buying Behavior of Smartphone in Kawasoti” under the guidelines of “Mr. Shri
Krishna Thapa” in partial Fulfillment of the requirement for the degree of Bachelor of Business
Administration at Faculty of Management, Tribhuvan University. This is my original work I
have not submitted earlier elsewhere.

Date: December 2024

Signature:
Name: Barsha Marasini
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Certificate from the Supervisor

This is to certify that the Summer Project entitled “Factors Affecting the Buying Behavior of
Smartphone in Kawasoti” submitted by Barsha Marasini in the partial fulfilment of the
requirements for the degree of BBA at the faculty of Management, Tribhuvan University under my
guidance and supervision. To the best of my knowledge, the information presented by her in the
summer project report was not submitted earlier.

Signature of Supervisor:
Name: Shri Krishna Thapa
Date: December 2024
 iv

Endorsement

We hereby endorse the project work report entitled “Factor Affecting the Buying Behavior of
Smartphone in Kawasoti” submitted by Barsha Marasini of Madhyabindu Multiple campus
Kawasoti, Nawalpur, in partial fulfillment of the requirements for the Bachelor of Business
Administration (BBA) for external evaluation.

Signature: Signature:
Prof. Bishnu Prasad Lamsal, Phd Prof. Ganeshman Giri
Chairman Research Committee Campus chief
Date: Date:
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Viva Voce Sheet

We, the undersigned, have examined the summer project entitled “Factor Affecting the Buying
Behavior of Smartphone in Kawasoti” presented by Barsha Marasini, a candidate for the degree
of Bachelor of Business Administration (BBA) and concluded the viva voce examination of the
candidate. We hereby certify that the summer project is worthy of acceptance.

Signature
Supervisor

Signature
External Examiner

Signature
Chairperson, Research Committee
Date
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ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of this BBA project. I am thankful for the aspiring guidance and friendly advice
during the project work.

I would like to acknowledge and give my warmest thanks to my supervisor Mr. Shri Krishna
Thapa who made this work possible. His guidance and advice carried me through all the stages
of writing my project.

Special thanks to all my BBA 7th semester, who give me useful material, response and
experience to conduct this study. Furthermore, I would like to thank all respondents who spent
their valuable time filling out the questionnaire. With the help and support from respondents, I
have successfully completed part of the questionnaire.

Barsha Marasini
 vii

Table of Contents
Declaration ii
Certificate from Supervisor iii
Endorsement iv
Viva Voce Sheet v
Acknowledgement vi
Table of Contatin vii
List of Table viii
List of Figure ix
List of Abbreviation x
Executive Summary xii
Chapter I: Background of the Study 1
Statement of the Problem 2
Research Objectives 3
Significance of the Study 3
Limitation of the Study 3
Literature Review 4
Research Method 9
Research Design 9
Population and Sample 9
Source of data 10
Data Collection 11
Analysis Tools 11
Chapter II : Data Presentation and Analysis 12
Major Finding and Discussion 26
Chapter III : Conclusion and Action Implication 27
Bibloography 29
Appendix 31
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List of Tables

Table 1: Frequency table according to gender

Table 2: Frequency table according to age
Table 3: Data analysis table of monthly income
Table 4: Frequency table of brand of smartphone
Table 5: Data analysis table of preferences of features over price
Table6: Data analysis table of participation’s perception about phone
Table 7: Frequency table of important features participants considered while purchasing
smartphone
Table 8: Data analysis of participant’s smartphone count
Table 9: Data analysis table of purchase price of participant’s smartphone
Table 10: Frequency table of participant’s preference when purchasing a phone
Table 11: Data analysis table of online review influencing purchase decision
Table 12: Data analysis table of research in online before purchase smartphone
Table 13: Data analysis table of representing smartphone as a status symbol
Table 14: Data analysis table of participant’s desire to upgrade their smartphone
Table 15: Data analysis table of participant’s use of smartphone
Table 16: Data analysis table of comparisons of price of brand
Table 17: Data analysis table of customer satisfaction with current brand
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List of Figure

Figure 1: Distribution of respondent according to gender

Figure 2: Distribution of respondents according to the age
Figure 3: Distribution of respondents according to monthly income
Figure 4: Distribution of respondents according to current brand of smartphone
Figure 5: Respondent's preference of features over price
Figure 6: Respondent’s perceived currently used smartphone in terms of quality and features
Figure 7: Important factors to be considered while purchasing smartphones
Figure 8: Respondent's current mobile phone count
Figure 9: Purchase price of respondent's smartphone
Figure 10: Respondent's feature preferences when purchasing a smartphone
 x

List of Abbreviation

Et al: And others

i.e.: That is

No: Number

Prof: Professor

SPSS: Statistical Package for Social Science

%: Percentage

&: And

BBA: Bachelor’s in business administration

 xi

Executive Summary

This study is based on the factor influencing the buying behavior of consumer towards the
smartphone in reference to Kawasoti municipality. The general objective of the study is to
explore the factors responsible for influencing the buying behavior of consumers towards
smartphones. The specific reason for the study is to identify the prime factors that aid in
influencing the purchase intention of smartphones and to measure the degree of the influence of
each factor for purchasing behavior.

The major objective of the study is to identify factor influencing consumer buying behavior of
smartphone in Kawasoti municipality. The specific objectives are i.e. to determine the
significance of relationship between brand and smartphone buying decision among youths. ii. To
examine the degree of relationship between brand and smartphone buying decision among youth.
iii. To identify how social media influences purchasing behavior of consumer.

This study is based on the primary source of data and there is less use of secondary data also.
This study has employed descriptive research design casual comparative research design to deal
with issues associated with the factors affecting consumer buying behavior of smartphone in
Kawasoti municipality. To achieve the objectives, a questionnaire was made and distributed the
questionnaire through Google doc. A total of 110 questionnaires were distributed and out of
which 106 responses were collected.

The purchasing behavior of the consumer is highly influenced by the quality of the product
rather than the price of the product. The usage of iPhone is moderately higher than the other
brands. The study also pointed out that consumers are keen to features like better camera quality
and memory.

The major conclusion of the study is that social influence plays the major role in determining the
consumer buying behavior. The study also concludes that better brand image and product
features, higher would be the consumer buying behavior of smartphone.
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Chapter I
Introduction

Background of Study

In an era characterized by unparalleled technological advancement, the mobile phone has

emerged as an indispensable facet of modern human existence. Its pervasive transcends
boundaries, serving as a conduit for both personal and organizational communication on a
global scale. Mobile phones, once regarded as luxuries, are now an essential tool possessed by
individuals across all strata of society, The meteoric rise of the mobile telecommunications
industry has not only fueled economic growth but has also played a pivotal role in advancing
information technology. Various sectors, including hospitality, services, travel, aviation, and
many more, have experienced a transformative boost in their operations, thanks to the
widespread adoption of mobile phones.

The profound impact of mobile services on our lives cannot be overstated. It has not only
revolutionized the way we communicate but has also catalyzed economic development. Long-
distance communication has evolved from the era of lung-blown horns and loud whistles to the
era of sleek smartphones that fit in the palm of our hands. Today, owning a mobile phone is not
a choice but a necessity.

This research seeks to explore the factors influencing the buying behavior of young consumers
when it comes to smartphones. Furthermore, it aims to explore the influence of social media on
the consumption behavior of mobile phones among consumers of different age groups in the
current dynamic mobile phone market of Nepal. The findings of this study are expected to
provide invaluable insights for smartphone manufacturers, allowing them to recognize
consumer preferences and anticipate buying behavior, particularly in the crowded smartphone
Nepali market.

As the saying goes, "seen can be sold," and in today's competitive landscape, smartphone
manufacturers are relentlessly investing in developing robust operating systems, innovative
software applications, appealing aesthetics, top-notch service quality, and more. This study,
therefore, aspires to uncover the complexity of consumers'
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Purchasing behavior, the determinants guiding their buying decisions, and the factors
contributing to brand loyalty in the field of smartphones. For instance, one might purchase a
smartphone out of sheer necessity, but the underlying motivations and influences are far more
complex.

Remarkably, the existence of mobile phones is evident in every facet of Nepalese society,
transcending demographics. Whether its school students, housewives, skilled workers, or
service providers, the recognition of the smartphone's significance has driven them to make
the purchase. In Nepal, where the cost of mobile phones has seen a dramatic decrease, even
individuals with modest incomes now possess the latest smartphones. The surge in
smartphone adoption among young consumers particularly arouses our interest.

The question arises: how can individuals in a least developed country, with a low Gross
Domestic Product (GDP) per capita, afford to invest in expensive smartphones? This
prompted a deeper investigation into the spending habits and purchasing power of consumers
from diverse backgrounds. Consequently, our research was conducted within the unique
context of Nepal, focusing on understanding the factors influencing the youth's choice of
smartphones in Kawasoti where per capita income levels remain modest.

In summary, this study seeks to solve the evolving habits and preferences of consumers in
today's dynamic mobile ecosystem. The burgeoning obsession of young people with
smartphones presents a tantalizing opportunity for mobile marketers to craft devices infused
with cutting-edge technology that cater to this ever-expanding market.

Statement of Problem

Mobile phones have seamlessly woven themselves into the fabric of human existence,
serving as indispensable tools that not only facilitate communication but also streamline
various aspects of daily life and smartphones have become an integral part of human society
as well as their professional life. Therefore, people are spending their time on their
smartphones. This research mainly focuses on factors influencing behavior and other factors
which influence consumers:
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1. What are the popular brands and their reason for being so popular among the youth
of Kawasoti?

2. Is there any relationship between price and consumer buying behavior towards
smartphone?

3. What is the pattern of consumer buying behavior of smartphone in Kawasoti?

4. What is the market share of different smartphone brands in Kawasoti market?

Research Objectives

The most important objective of learning is to regulate the factors or determinants affecting
smartphone-buying decision among Kawasoti youth. The precise objectives of the research
are mentioned below:
 To determine the significance of relationship between price and smartphone
buying decision among youths.
 To examine the degree of relationship between brand and smartphone buying
decision among youths.
 To identify how social media influences the purchasing behavior of
consumers.

Significance of Study

This research paper is majorly focused on Kawasoti municipality, youth because of budget
and time constraints as it is very hard to gather and manage the nationwide data. This paper
attempted to find the various factors and variables influencing the consumer’s behavior in
the purchase of smartphones in Kawasoti context. This research will help us to better
understand the usages of smartphones in personal and professional life as well as give us a
clear view on effect of variables like price, marketing, influence, features, lifestyles, brand
value on consumer’s purchasing behavior. Besides, this research will be useful for students
and future researchers intending to do further study in the same field of consumer behavior.

Limitation of the study

 The survey was conducted within the Kawasoti municipality. Hence, the study did not
incorporate respondents from all over Nepal.
 The study was predominantly based on primary source of data regarding factors that
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influence consumer buying behavior of smartphone brand. Therefore, the reliability of

the result of the study depends on how much the information provided by the
respondents is accurate.

Literature Review

This Research is basically focused with factors affecting the buying decision of smartphone
in Kawasoti municipality. In this chapter literature related to the basic theoretical and
empirical aspects of these variables is reviewed in this chapter.

The literature part links the effect of brands, features, price and other various factors that are
the root cause of Nepalese people’s preference toward Smartphones. This literature review
has reviewed some previous research and theories in this topic.

Regarding purchase intention of smart-phones and purchase behavior, research done by

(Raquel f Ch Meneses, Coelho et al. 2013) validated that the intention of a consumer to
purchase a private label smartphone positively influences the consumer’s purchase decision,
thus validating the significance of purchase intention. While in concern to price, quality,
country of origin, product feature, social influence, compatibility and smart-phone purchase
intention of the buyers, there are several research that indicate positive relationship between
these variables individually or in a group. Chow et al., (2012) in the Malaysian context found
that Price, Compatibility and Social Influence had positive impact on the buyers Purchase
Intention of smart phones, while Relative Advantage had negative impact. Similarly, Karen
Lim Lay, et al., (2013) found significant relationship between the independent variables:

Price concern, product feature concern and social influence concern with smart-phone
purchase decision of Generation-Y in the Malaysian context. Further, Juwaher et al., (2013)
in Mauritian context revealed that young customers identified pricing as a key determinant
while selecting mobile phones and further unveiled that mobile phone features and young
consumers’ lifestyle had significant impact on mobile phone selection.

Schiffman and Kanuk (as cited in Vinyncida & Sihombing, 2013), Consumer behavior as
the behavior that consumers show while searching for, purchasing, using, evaluating and
disposing of goods and services. They further assert that consumers expect the behavior will
 5

satisfy their needs. Consumer behaviors also center on how individuals make their decisions
to spend their available resources on consumptions related items (Tripathi & Singh as cited
in Vinynda & Sihombing, 2013). Therefore, consumer decision making process is pivotal to
consumer behavior.

Like this, Nepalese population also show similar behavior while purchasing any item.
Ayodele, A. A., & ifeanyichukwa, C. (2016) investigated the relationship between product
price, features, brand name, social media, values aesthetic, product, among the youngsters of
Nigeria.

Consumers are more knowledgeable about feature selection when buying a Smartphone. As
a result, customers buy a smartphone that is more comfortable and highly configured in
every way. Joshi et al., (2016) investigated five factors such as technology, hardware,
primary, brand, and financial aspects that positively influence young students’ decisions
when buying a Smartphone.

With the data given by Sourabh Kothari, Xiaomi company have recorded growth of nearly
300% since it’s official entry in Nepali market in October 2018. Lavuri et al., (2019)
stated that a mobile device’s features, cameras, design, and aesthetics significantly
impacts consumers’ behavior. Rakib (2019) found that price, features, brand name, and
social factors influence university students’ purchase intentions.

In investigating the factors influencing consumer’s intentions to buy smartphones, Rai

(2021) discovered that product attributes and price significantly impact those purchase
intentions, but brand personality has no discernible impact on those intentions in Nepal.

The main reasons for buying the premium phones in Nepal is directly linked with price
factor, which dramatically decreased after the entry of Chinese smartphone brands in Nepal
like: Xiaomi, Vivo, Oppo, etc. These mentioned brands are offering similar features which
is previously offered by Korean and American brands but at a high price, which was
completely unaffordable for middle income Nepalese.

Like price another factor is features factor, in these modern days of technology, consumers
have come to realize that different features will bring a diverse level of satisfaction towards
 6

Smartphone. After the booming of PUBG craze in Nepal, the youngsters suddenly shift their
preference from price to Price with performance factor. Modern phones have wireless
connectivity, a built-in web browser, application installation, full programmability, a file
management system, multimedia presentation and capture, high resolutions display, several
gigabytes of storage and location and movement sensors. Apart from operating system (OS),
the camera is the feature that Smartphone users focus on.

In the present world scenario, social influences also play a significant role in individual
purchasing behavior. Social influence implies one person’s cause in another to make a
change on his/her feelings, attitude, thoughts, and behavior, intentionally or unintentionally
(Rashotte cited in Chow et al., 2012). This is because of interaction with each other. With
the rapid boom of internet and social media around the globe, Nepalese also got exposure
with the global showoff trend. People are also linking the purchase of smartphones as status
symbols. A person’s buying behavior is also affected by his/her friends, family, celebrities
and from reference groups. This reveals that people will be influenced by peers and families
while making any buying decision. From the fore goings, we can assume that there exists a
relationship between social influences.

This study chooses 3 variables to examine association between price, social influences,
Brand name & features. Brand name and social influence are seen to have significant
relationship with purchasing intentions whereas price is not a substantial factor affecting
purchase intention. To carry out quantitative study, online questionnaires from Viber,
WhatsApp, Facebook and e-mail have been adopted where 106 responses have been
collected. Convenience sampling was adopted in the study. The 5-point Likert scale has
been used to boost efficiency in finishing questionnaires by respondents. For
Appropriateness of data, reliability and validity test has been performed. Descriptive
analysis has been used to examine collected data. A total of 15 questionnaires were
distributed. Reliability, validity, descriptive statistics, correlation, and regression analysis
were used to examine the data. Product qualities and pricing were found to have an impact
on the decision to buy a Smartphone in this study. Apart from the other factors advertising is
also a significant factor in affecting the purchasing decision of individuals.

The information is gathered by sending a structured questionnaire to almost 110 people all
over Kawasoti municipality. The questionnaire was designed to find out what variables
 7

influence college students to select cell phones. The findings suggest that external
environmental elements such as product, price, and technology have the most influence on
college students' Smartphone purchases, but internal psychological factors such as feelings
and learning have the greatest influence on the final purchase choice.

Smart phones have a short life cycle, a volatile market, and a high level of uncertainty.
There are also a range of variables that lead users to pick mobile phones with many
unknowns, such as faster update speeds and more diverse functionalities. This article is
based on Consumer behavior theory. This paper study model incorporates marketing
stimuli, macro environmental elements, consumer psychology, and the final purchase
decision. The questionnaire was designed to find out what variables influence college
students to select cell phones. The findings suggest that external environmental elements
such as product, price, and technology have the most influence on college students'
Smartphone purchases, but internal psychological factors such as feelings and learning have
the greatest influence on the final purchase choice.

The internet has condensed the world into a small desktop by connecting groups across
countries. Massive information flows and the change in communication technologies have
had a significant impact on global society and industry. Conglomerates all over the world
are connected to this information superhighway to maintain a competitive edge in global
trade. The contribution of mobile devices in this direction is groundbreaking. This study
focused on determining the factors that influence customer behavior when making a mobile
set purchasing decision. This study shed some insight into the consumer’s black box. The
current study is a survey-based empirical investigation. 1200 samples were obtained using
simple random sampling from Odisha's 11 coastal districts. The data was coded, computed,
and analyzed using statistical methods such as percentages, chi-square test, and the Paired
T-test model. The study found out students outnumbered using the mobile phone services
and low-income group people are attracted by mobile phones and they bought it by credit
system. The theoretical framework includes a diagrammatical representation of dependent
variable and various independent variable:
 8

Theoretical Framework

Independent variable

Price

Dependent variable

Features &
Buying Behavior
brands

Social influence
 9

Research Methodology

In the research methodology of the project titled "Factors Affecting the Buying behavior of
Smartphone in Kawasoti a systematic and comprehensive approach will be employed to
investigate the various elements influencing consumers' choices when purchasing
smartphones in the area of Kawasoti. The research will utilize a mixed- methods design,
combining survey and quantitative methodologies. A structured survey will be administered
to a representative sample of smartphone users across different demographic segments in
Kawasoti area. The quantitative data collected will be analyzed using statistical methods to
identify and quantify the key factors influencing smartphone purchase decisions. The
research will also explore the impact of variables such as brand reputation, price, features,
and technological advancements on consumer choices. Additionally, factors specific to the
Kawasoti market, such as socio-economic conditions and social influences, will be
considered. The integration of quantitative methodologies aim to provide a comprehensive
understanding of the nuanced factors that contribute to the dynamic landscape of
smartphone purchasing behavior in Kawasoti municipality.

Research Design

It includes all the topics describing how the entire data has been collected and designed to
carry out the entire tasks of the research. It includes research design, population and sample
size, sampling method, nature and source of data, methods of data collection and data
analysis. As a result, the research was done in descriptive research design. This is because it
is one of the most used research designs and from this research design, we can determine
variables that help to complete this research.

Population and Sample

In the scope of this comprehensive research endeavor, the population under examination
encompasses the entirety of Nepal, offering a holistic perspective on a diverse range of
demographics. To ensure a representative and nuanced understanding, a carefully
determined sample size of 106 individuals has been meticulously chosen, considering key
demographic variables such as age and gender. The strategic selection of this sample size
aims to capture a microcosm of the larger population, facilitating an in-depth analysis that
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transcends superficial findings.

The research methodology involves the systematic formulation of a tailored questionnaire,
meticulously crafted to extract pertinent information from the respondents. These
questionnaires, meticulously designed and thoughtfully structured, serve as the primary tool
for data collection, enabling the extraction of valuable insights and perspectives from the
106 chosen participants. Emphasizing commitment to empirical rigor, the findings of this
research endeavor are poised to be exclusively rooted in the data and facts provided by the
sampled respondents, ensuring a reliable basis for any subsequent conclusions drawn.

Furthermore, recognizing the potential for nuanced insights, the research methodology
remains flexible, incorporating the possibility of seeking expert opinions when deemed
necessary for a more comprehensive and well-rounded understanding of the subject matter at
hand. The distribution of questionnaires among the 106 respondents acts as the backbone in
this empirical exploration, paving the way for a robust and insightful analysis that delves into
the intricacies of Nepal's demographic landscape.

Sources of Data

The study is basically conducted based on primary data. Primary sources: Data was
collected with the preparation of the questionnaire. Personal survey methods were used as
the mode of administration. In personal method, respondents filled up the questionnaire
through online Google form as per convenience. These data sources were ensured for
reliability and authenticity, to make the information and the data collected more accurate.

Data Collection

The survey methodology employed a formal and meticulously structured self- administered
questionnaire as its primary data collection instrument. The questionnaire was thoughtfully
divided into two distinct sections, starting with a classification part followed by a
target/objective-related section. The questionnaire featured a diverse array of question types,
strategically designed to fulfill the specific objectives of the study. Notably, the
classification part sought to categorize respondents based on relevant criteria, providing a
comprehensive foundation for subsequent analysis.
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The target/objective-related segment comprised a series of questions tailored to extract

detailed insights aligned with the research objectives. To accommodate varying response
patterns, the questionnaire incorporated multiple-response questions, allowing participants
the flexibility to select multiple choices that best represented their perspectives.

Analysis Tool

Data analysis tools mean converting raw data to meaningful information. Data analysis tools
refer to software or programs that analyze the data and convert it into meaningful
information. Data analysis tools can be MS Excel. Data analysis tools help to make our data
analysis and for that purpose Microsoft Excel was used. After the data collection and
organization, the data analysis is conducted to draw the conclusions. Simple statistical tools
used for analysis are as follow:
• Pie chart
• Bar diagram
• Tables
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Chapter II

Data Presentation and Analysis

Data Presentation and Analysis

This chapter aims to interpret data collected through the survey questionnaire and analyses
the results together with the researched theories. It further summarizes the findings
according to the research objectives. MS Excel was used to process the data and illustrate
the findings using different charts and graphs.
Gender

Table 1:

Frequency table according to gender

Gender Frequency Percent Valid Cumulative

Percent Percent
Female 67 63.2 63.2 63.2
Male 39 36.8 36.8 100.0
Total 106 100.0 100.0

Figure 1: Distribution of respondents according to gender

From the table and figure, we can see that the total sample population of gender is
106 out of which 39 are male and 67 are female respondent
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Age
Table 2:
Frequency table according to age

Age Frequency Percent Valid Cumulative

Percent Percent

20-25 68 64.2 64.2 64.2

26-30 14 13.2 13.2 77.4
31-35 15 14.2 14.2 91.5
35 and above 9 8.5 8.5 100.0
Total 106 100.0 100.0

Figure 2: Distribution of respondents according to age

From table and figure 2, we can see that the total sample size of age is 106. The
frequency of sample population of 20-25 years is 68 out of 106, the frequency of sample
population of 26-30 years is 14 out of 106, and the frequency of sample population of 31-35
 14

years is 15 out of 106 and 36 and above is 9.

1. Monthly Income

Table 3:
Data analysis table of monthly income

Salary Frequency Percent Valid Percent Cumulative

Percent
6 5.7 5.7 5.7
20,000-40,000 25 23.6 23.6 29.2
40,000-60,000 17 16.0 16.0 45.3
Above 60,000 14 13.2 13.2 58.5
Below 20,000 44 41.5 41.5 100.0
Total 106 100.0 100.0

Figure 3: Distribution of respondents according to monthly income

From the given data, we can conclude that, on an average, the Monthly income of the
participant is closer to Below NPR 20,000 i.e. 44 out of 106.
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2. Brand of smartphone

Table 4:
Frequency table of brand of smartphone

Brand Frequency Percent Valid Cumulative

Percent Percent
Apple 40 37.7 37.7 37.7
Huawei 1 .9 .9 38.7
Others 8 7.5 7.5 46.2

Redmi 22 20.8 20.8 67.0

Samsung 26 24.5 24.5 91.5
Vivo 5 4.7 4.7 96.2
Xiaomi 4 3.8 3.8 100.0
Total 106 100.0 100.0

Figure 4: Distribution of respondents according to current brand of smartphone

From the table and figure we can see that out of 106 participants 41 participants’ smartphones
brand is Apple, 26 participant’s smartphone brand is Samsung, followed by Xiaomi with 4
participants. Huawei, vivo, oppose, and other brands with 1, 5, 0, 8 participants respectively.
 16

3. Prefer smartphones with the latest technology and features, even if they are more
Expensive.

Table 5:
Frequency table of preference of features over price

Preference of features over Frequency Percent Valid Cumulative

price Percent Percent
No 26 24.5 24.5 24.5
Yes 80 75.5 75.5 100.0
Total 106 100.0 100.0
.

Figure 5: Respondent’s preference of features over price

This data provides insight into the distribution of preferences among the surveyed
individuals. Most respondents (80 out of the 106 respondents) prefer smartphones with the
latest technology and features, even if it means a higher cost, while 26 respondents prioritize
other factors over having the latest technology and features
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4. Respondents perceive smartphone in terms of quality and features

Table 6:
Data analysis table of participant’s perception about their smartphone

Perceive your currently Frequency Percent Valid Cumulative

used phone Percent Percent
Equal 50 47.2 47.2 47.2
Inferior 7 6.6 6.6 53.8
Somewhat 35 33.0 33.0 86.8
Superior 14 13.2 13.2 100.0
Total 106 100.0 100.0

Figure 6: Respondent perceive currently used smartphone in terms of quality and features.

This suggested that, on average, respondents perceive their currently used smartphone Brand
as equal in terms of quality and features compared to other brands.
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5. Most important factor to be consider when purchasing the smartphone?

Table 7:
Frequency table of important features participants considered while purchasing smartphone

Features to be considered Frequency Percent Valid Cumulative

Percent Percent
brand name 15 14.2 14.2 14.2
Features 43 40.6 40.6 54.7
Features; brand name 3 2.8 2.8 57.5
Features; social influence 1 .9 .9 58.5
Price 4 3.8 3.8 62.3
Price; brand name 5 4.7 4.7 67.0
Price; brand; social influence 1 .9 .9 67.9
Price; features 20 18.9 18.9 86.8
Price; features; brand 8 7.5 7.5 94.3

Price; features; social influence 3 2.8 2.8 97.2

Price; social influence 3 2.8 2.8 100.0

Total 106 100.0 100.0
 19

Figure 7: Important factor to be considered while purchasing smartphone

These results provide insights into the diverse preferences of individuals when it comes to
smartphone features. It's evident that factors such as price, features, brand and social
influence. Out of 106 respondents 15 respondents choose brand name 43 respondents choose
features 4 choose price and remaining of them some choose both price and features, brand
and price, brand price and features, brand price features and social influence.

6. Your current mobile set

Table 8:
Frequency table of participants’ smartphone count

Smartphone Frequency Percent Valid Cumulative

count Percent Percent
1 26 24.5 24.5 24.5
2 43 40.6 40.6 65.1
3 37 34.9 34.9 100.0
More than 3 0 0.0 0.0
Total 106 100.0 100.0
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Figure 8: Respondent’s current mobile phone set

From the table and figure we can see that out of 106 participants 26 respondents have 1
phone, 43 respondents have 2 phones, 37 respondents have 3 phones and none of respondents
have more than more than 3 phones.

7. Your purchase price of mobile set

Table 9:
Frequency table of purchase price of participant's smartphone

Purchase price Frequency

Less than NPR 10,000 2
NPR 10,000-NPR 25,000 27
NPR 25,000-NPR 40,000 33
NPR 40000- Above 38
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Figure 9: Purchase price of respondent’s smartphone

This frequency distribution provides an overview of how respondents mobile purchase prices
are distributed across different price ranges. The majority fall within the above 40,000 range,
with notable numbers in the other specified range as well.

8. Features to be considered when buying a Smartphone?

Table 10:
Frequency table of participant's features preferences when purchasing a phone

Features to be considered Frequency

Camera 44
RAM 46
Design 28
Sound Quality 28
Price Range 46
Durability 37
Battery Life 39

Features
50
45
40
 22

Figure 10: Respondent’s features preferences when purchasing a smartphone

Camera and RAM emerged as primary considerations for a substantial number of individuals,
with 44 and 46 respondents respectively emphasizing these aspects. Price range also played a
significant role in decision-making, with 46 respondents prioritizing cost considerations.
Meanwhile, design and sound quality garnered attention from 28 respondents each.
Durability and battery life, essential for long-term usability, were important factors for 37 and
39 respondents respectively.

9. Online review influence while purchasing smartphone

Table 11:
Data analysis table of online reviews influencing purchase decision
Online reviews influence your Data

Phone purchase decision

Mean 2.492063492
Standard Deviation 1.029766899
Minimum 1
Maximum 4

Mean (2.49): On average, the respondents' ratings for the influence of online reviews on their
smartphone purchase decisions fall around 2.49 which is slightly influential. Standard
Deviation (1.03): The standard deviation of 1.03 suggests that there is a moderate amount of
variability in responses. This means that individual responses are likely to deviate from the
average by around 1.03 units.
 23

10. Research smartphones online before making a purchase

Table 12:
Data analysis table of research in online before purchase
You research smartphones online? Data

Mean 2.888888889

Standard Deviation 1.064244562

Minimum 1

Maximum 4

The mean (average) is approximately 2.89. This suggests that, on average, respondents
engage in frequently researching smartphones online before making a purchase. The
standard deviation is 1.06. This indicates the degree of variability or dispersion in responses.
 24

11. Respondents believe that owning a smartphone is a status symbol

Table 13:

Data analysis table representing smartphones as a status symbol

Smartphones are a status symbol Data

Mean 3.015873016
Standard Deviation 0.74971584
Minimum 1
Maximum 5

The mean (average) is approximately 3.02. This suggests that, on average, respondents have a
neutral belief that owning a smartphone is a status symbol. The standard deviation is 0.749.
This indicates the degree of variability or dispersion in responses.

12. Respondents want to upgrade their smartphone in coming years.

Table 14:
Data analysis table of participant's desire to upgrade their smartphone

Are you going to upgrade your phone Data

Mean 3.238095238
Standard Deviation 0.602991324
Minimum 1
Maximum 5

The mean (average) is approximately 3.24. This suggests that, on average, respondents are
neutrally likely to upgrade their smartphones in the coming years. The standard deviation is
0.602. This indicates the degree of variability or dispersion in the responses, which indicate
the variability of data from mean. The maximum value and minimum value range from 1 and
5 which shows the number of cellphones owned by participants.
 25

13. How long respondents used their smartphones?

Table 15:
Data analysis table of participant's use of smartphone

Using of smartphone Data

Mean 3.063492063
Standard Deviation 0.800665366
Minimum 1
Maximum 4

The mean (average) is approximately 3.06. This suggests that, on average, respondents have
used smartphones for 3-5 years. The standard deviation is 0.80. This indicates the degree of
variability or dispersion in responses. Minimum value is 1 which means the respondent were
using their smartphone less than year and the maximum value 4 which means they use their
smartphone more than 5 years.

14. Respondents compare prices of different smartphone models before making a purchase.

Table 16:
Data analysis table of comparison of prices of brands

Do you compare prices of Data

Smartphones
Mean 3.317460317
Standard Deviation 0.804614906
Minimum 1
Maximum 5

The mean (average) is approximately 3.32. This suggests that, on average, respondents
 26

frequently compare prices of different smartphone models before making a purchase. The
standard deviation is 0.804. This indicates the degree of variability or dispersion in responses.

15. Respondents are satisfied with their current smartphone.

Table 17:
Data analysis table of customer satisfaction with current brand

Satisfied with your current Data

Smartphone
Mean 3.619047619
Standard Deviation 0.580004767
Minimum 2
Maximum 4

The mean (average) satisfaction level is approximately 3.62. This indicates that, on average,
respondents are moderately (Neutral) satisfied with their current smartphones. The standard
deviation is 0.58. This suggests a relatively low degree of variability in the responses. In other
words, the satisfaction levels among respondents are relatively consistent, with most falling
within a narrow range around the mean.
 27

Major Findings and Discussions

This section of the Research Gateway shows how to discuss the results that we have found in
relation to both your research questions and existing knowledge. This is our opportunity to
highlight how our research reflects, differs from and extends current knowledge of the area in
which we have chosen to carry out research. This section is our chance to demonstrate exactly
what we know about this topic by interpreting our findings and outlining what it means. At
the end of our discussion should have discussed all the results that we found and provided an
explanation for our findings.

The information is gathered by sending a structured questionnaire to 106 people among the
respondents from all over the Kawasoti municipality. The result after analyzing the finding
based on survey shows that majority of the consumer was from 20-25. Better features when
compared to similar model are main reason for purchasing this particular brand (iPhone and
Samsung) with regard to research question, which was to identify the factor that influence
consumer to buy smartphone, the finding shows that consumer are mainly influenced by
online review. The result also shows that price of the mobile set is considered to be extremely
important factor. Better features are another important factor that motivates them to specific
smartphone. We may also conclude from the finding that there is no substantial association
between gender and information trust in advertising. Similarly, online, physical, and
electronic media show no significance relationship with gender, although brand influence
through advertising has a substantial relationship with age.

Likewise, majority of the consumer purchased their smartphone from authorized retailer. It is
because of trust factor as seller from authorized retailer is considered to be more
knowledgeable. Moreover, it is human temperament to follow the safe side.
 28

Chapter III

Conclusion and Action Implication

Conclusion

For a country like Nepal, it is much of a surprise that price, RAM, camera, etc. are also an
important factor when choosing Smartphone, especially by middle class family. Purchasing
habits of Nepalese consumer has changed progressively with the pace of time. Despite of
Nepal being a developing country, there has been a significant growth in the disposable
income of Nepalese people in the last few years. The increase in inflow of remittances is one
of the reasons for increased disposable income. The Smartphone market in Nepal, specifically
in Kawasoti municipality is expanding expeditiously. Nevertheless, there is high scope for
further expansion in this sector as there is a spectacular increment in consumer affordability
and purchasing habits. Moreover, demand for Smartphone persists relatively constant due to
the rapidly growing technology.

The major conclusion of the study is that social influence play the major role in determining
the consumer buying behavior. The study also concludes that the better the brand image and
product features, the higher the consumer buying behavior of smartphone. Hence, it can be
concluded that Nepal, despite being a country with poor economy, there is much more
potential in Smartphone market with potential purchasing power of the largest population.

Action and Implication

• The study found the positive relationship between price and consumer buying behavior.
It suggested that lower the price lower will be the customer buying behavior. So, it
suggests that consumer are focused on smartphone brand image product quality rather
than price.
• The study found the positive relationship of brand image with consumer buying
behavior of smartphone. It suggested that higher the security higher will be the
customer buying behavior: So, smartphones companies should focus on maintaining
better brand image of smartphone in the market.
 29

• The study found the positive relationship between product features and consumer
buying behavior. So, smartphone companies focused on product features to increase
purchase intention towards smartphone.

• The study found the positive relationship between social factor and consumer buying
behavior. It means that higher the social influence higher will be the consumer buying
behavior of smartphone. So, smartphone sellers should focus on the social influence of
consumers.
 30

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 32

Appendix

Questionnaire

Dear respondents,

I am Barsha Marasini, a BBA student of Madhyabindu Multiple Campus, Tribhuvan

University. As a partial fulfillment of academic requirement of the university, I am conducting
the research entitled “Factors affecting the buying behavior of Smartphone in Kawasoti”.
Please take a few moments to read the question carefully. The details provided by the
respondents will be kept confidential. Your honest opinion is extremely valuable for
completing this research. Thank you!

RESPONDENT’S PROFILE:

You’re Age*

i. 20-25
ii. 26-30
iii. 31-35
iv. 36 and above

You’re Gender

i. Male
ii. Female
iii. Other…

QUESTIONS:

Monthly Income

i. Below NPR 20,000

ii. NPR 20,000 - 40,000
iii. NPR 40,001 - 60,000
iv. Above NPR 60,000
 33

What brand of smartphone do you currently use? (Can choose multiple options)

i. Apple
ii. Samsung
iii. Xiaomi
iv. Huawei
v. Vivo
vi. Oppo
vii. other

How much do online reviews and recommendations influence your smartphone purchase
decision?

i. Not Influential
ii. Slightly Influential
iii. Moderately Influential
iv. Highly Influential

How often do you research smartphones online before making a purchase?

i. Rarely
ii. Occasionally
iii. Frequently
iv. always

How often do you compare prices of different smartphone models before making a purchase?

i. Rarely
ii. Occasionally
iii. Frequently
iv. Always
v. Often
vi. Never
 34

How satisfied are you with your current smartphone?

i. Very Dissatisfied
ii. Dissatisfied
iii. Neutral
iv. Satisfied
v. Very Satisfied

Do you prefer smartphones with the latest technology and features, even if they are more
expensive?

i. Yes
ii. No

Do you believe that owning a smartphone is a status symbol?

i. Strongly Disagree
ii. Disagree
iii. Neutral
iv. Agree
v. Strongly Agree

How likely are you to upgrade your smartphone in coming years?

i. Very Unlikely
ii. Unlikely
iii. Neutral
iv. Likely
v. Very Likely
 35

How do you perceive your currently used smartphone brands in terms of quality and features
compared to other brands?

i. Inferior
ii. Somewhat Inferior
iii. Equal
iv. Somewhat Superior
v. Superior

What is the most important factor you consider when purchasing your smartphone? (can
choose multiple options)

i. Price
ii. Features
iii. Brand Name
iv. Social Influence/ social factor

How long have you been using smartphones?

i. 1-2 years
ii. Less than a year
iii. 3-5 years
iv. More than 5 years

Your Current mobile set count?

i. 1
ii. 2
iii. 3
iv. more than 3

Your Purchase price of mobile set?

i. Less than NPR 10,000

ii. NPR 10,000-NPR 25,000
iii. NPR 25,000-NPR 40,000
iv. NPR 40000- Above
 36

Features to be considered when buying a Smartphone? (can choose multiple options)

i. Camera
ii. RAM
iii. Design
iv. Sound quality
v. Price range
vi. Durability
vii. Battery life