Influence Of Product Features On Consumer
Attitude:
A Study Of Smartphone In Pakistan
Prepared By:
S. Saqib Abbas
Facilitators:
Isma Zaighum
Introduction
The Smartphone provides an extremely user friendly experience to the consumers
attitude with a very supportive network of applications & features.
CELL PHONE
S.M.A.R.T
Specific, Measurable, Achievable, Relevant, Time-Oriented (Smartphone)
Consumers are more and more selective their benefits, attributes and about
technical specification of Smart phones.
And operating systems, hardware and software features have created a
benchmark for Smartphone manufacturers.
The customer choice and preferences provide different options to top
Smartphone executives make decisions related to their preferences.
Problem Statement
Authors previously have studied consumer behavior and Smartphone product features such as
of image, price, durability, and media influence, convenience, switching cost and post-sale
services.
Many studies also have done compare Smartphone quality to the other comparative brands
make consumer more loyal to their brand.
Some researchers also indicate that introduction of android and others operating systems,
Smartphone have allowed consumers to looks different alternative & private label brands
Now a days consumer choice has become exceptionally different and their demands become
more of the features based Smartphone device in order to experience a dynamics way of life
such as function, software, hardware, storage, screen, and ease of use of their Smartphone.
However, still there is the need to expand the study of consumer attitude on purchasing the
Smartphone, so therefore in this study I have measure the major variables by considering the
influence of Smartphone features on consumer attitude within the context of Pakistani
Smartphone market.
Research Question/s:
What is the influence of product features i.e. perceived contents,
perceived infrastructure, interface convenience and design
aesthetic on consumer attitude towards Smartphones in Karachi,
Pakistan?
Research Objective/s:
The objective of the research is to study the influence of product
features on the consumer attitude towards Smartphone in Karachi,
Pakistan.
Literature Reviews
Name of the
Researcher and Title
Estimates and Results
Literature
Statistical
Technique
Review
Conclusion
Hung and yichen
(2010)
The relationship of
consumer behavior
with consumer
satisfaction,
Smartphone features
and consumer loyalty.
Indicate that Smartphone
features and consumer
satisfaction has positive
significant relationship
with consumer behavior
and their buying decisions.
Factor
analyses and
simple
regression
techniques
Need to research with
different segments of
Smartphone industry
according to the
demographical factors
of consumer
satisfaction.
Haverila (2011)
The relationship among
the Smartphone
features preferences,
such as, business
functionality, support
function, aesthetic
design, part process,
solidity and tone
game,. With customer
satisfaction and
repurchase intent of
mobile phone.
Indicate BF, SF, and
aesthetic design have
significance relationship
with customer satisfaction
and repurchase intent of
mobile phones.
Factor
analyses and
multiple
regression
techniques
The companies must
to avoid unnecessary
features and when
conducting any
marketing activity
should to pay attention
to aware user and
bring them closer to
features and mobile
phone preference.
(cont)
Name of the
researchers and title
Estimates and results
Statistical
technique
Conclusion
Bojei and hoo (2010)
The relationships of
consumers repurchase
intention of
Smartphone with brand
equity, brand
awareness, innovation
and ease of use.
The results indicates that all
Confirmatory
have positive relationship but factor analysis
ease of use has most
significant influence on
consumer repurchase
intention due to the
innovative Smartphone
features.
Smartphone companies
should play significant
role into identifying the
consumer choice with
latest information of
their repurchase
intention of smart
phones.
Nanda (2008)
The relationship of
user perception of
Smartphone aesthetic
design e.g. Color, size,
shape etc
The result suggest that the
aesthetic design has a
significant impact on user
perception in order to adopt
of mobile phone/
Smartphone.
Suggests that more
research is required to
analyses deep into
different demographics
orders in order to
identify the user
emotional reactions to
Smartphone design.
One-way
ANNOVA
analysis
Methodology
Research Approach
Research Purpose
Research Design
Data Source
Data Collection
Instrument
Quantitative Approach
Explanatory
Correlational research design
Primary data
Survey Questionnaire ( Likert scale)
Sampling Technique
Target Population
Sample Size
Statistical technique
Convenience Sampling
Users of the Smartphone
300 respondents
Factor and Simple Regression Analysis
Model
The influence of product features on consumer attitude.
CA=+1PC +2PI+3DA+4IC+
Where:
CA=consumer attitude, PC=perceived content, PI=perceived infrastructure,
DA= design aesthetic, IC=interface convenience.
Hypothesis
H1: Perceived content positively affects consumer attitude.
H2: Perceived infrastructure positively affects consumer attitude.
H3: Design aesthetics positively affects consumer attitude.
H4: Interface convenience positively affects consumer attitude.
Reliability Analysis
Table Reliability Statistics
Cronbachs Alpha
N of Items
0.934%
21
Variables
Values of
Cronbachs Alpha
N of Items
Consumer attitude
0.792
Perceived contents
0.875
Perceived infrastructure
0.886
Interface convenience
0.987
Design aesthetic
0.932
Overall
0.934
21
Factor Analysis
Table 4.2.1
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy.
0.878
Bartlett's Test of Sphericity,
approx. Chi-Square
7752.368
Df
210
Sig.
0.000
Rotated Component Matrix
Factors
I like to use Smartphone.
It is easy to use this Smartphone.
I like smart phone which gives me more features.
Buying a Smartphone is better choice than others phones.
I like more innovative application of Smartphone.
The feature of my Smartphone is very useful.
The feature of my Smartphone is complete & clear.
The features of my Smartphone are friendly user.
The Smartphone has more applications than basic mobile phone
I find it is fast when using my Smartphone
It is efficient to use my Smartphone
It looks easy to use my Smartphone.
The Smartphone provides high quality of games
When I use my Smartphone, I can easily recognize where the needy
information is located.
When I use my Smartphone, I can easily recognize where I navigate
I think that the screen design of my Smartphone is harmonious
The Smartphones internet accessibility is speedier than basic mobile phone
The screen design (i.e. colors, icons, menus, etc.) of Smartphone is
attractive.
The Smartphone looks professionally designed
The overall look and feel of the Smartphone is visually appealing
Consumer
attitude
Perceived
contents
Perceived
infrastructure
Interface
convenience
Design
aesthetic
0.743
0.496
0.786
0.625
0.745
0.740
0.782
0.854
0.790
0.642
0.736
0.793
0.631
0.934
0.923
0.874
0.939
0.902
0.851
0.608
Regression Analysis
Variables
Coefficient
t-stats
Prob.
(Constant)
Consumer
Attitude
0.703
3.948
0.000
Perceived
contents
0.318
5.464
0.000
2.013
Perceived
infrastructure
0.244
4.077
0.000
2.197
Interface
convenience
0.343
6.836
0.000
2.011
Design aesthetic
Adj. R2
0.623
4.488
0.000
1.928
F-stats (Prob.)
0.560
96.734(0.000)
V.I.F
Regression Equation
Write the equation with beta values.
Consumer attitude = 0.703 + 0.318(perceived contents) + 0.244(perceived
infrastructure) + 0.343(interface convenience) + 0.623(design aesthetic).
Conclusion
And results shows that consumers are attracted and give greater importance to the
Smartphone features.
They prefers to design aesthetic due to its (shape, color, shape, or animation) and
then interface convenience such as (user satisfaction, and ease of use of new
gadgets).
While perceived infrastructure, and perceived contents also has significant influence
to the Smartphone user attitude due to the standardized and unstandardized features
of Smartphone .
Companies like to bring new or latest features to market in order to differentiate
themselves according to the demand of the consumer choices which enable them to
build brand loyalty in return from consumer.
Recommendations
Smartphone manufacturers must identify carefully that which
interrelated Smartphone features mostly influence consumer
attitude towards buying decision.
Manufacturers should to work hard in continuous improvement in
Smartphone features such as to improve battery life and hardware
and software design and performances.
It is also recommended that Smartphone manufacturers must have
to enhance the Smartphones quality with the latest technological
advancement such as 3G, 4G, LTE
Future recommendations
And it is also suggested that the research should also be done
in overall mobile phone industry such as Smartphone, tablets
and other devices.
It is also recommended that the study should also be done by
using variables like battery life, Social value, cellular
companies internet tariff rates, Performance/quality value,
Price/value for money, Emotional value, and Attitude etc.
It is suggested that the study should be done in all major cities
of Pakistan for better understanding.
Thank You!