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An Investigative Study of the Mobile Operating System and Handset Preference


  • Amity Business School, Amity Uttar Pradesh, Sector - 125, Noida, UP, India


Objectives: The primary objective of the study is to identify the factors influencing the handset purchase decision by considering the most commonly applicable factors in the region. There are various parameters range from Mobile operating system to brand of the handset and to features like visual appeal of the product to price of the mobile handset. This research will also discuss the role of branding of mobile operating system and mobile handset to understand which one is the most decisive factor in purchase decision in current times. With branding requirement of customers the study will also establish the role of loyalty in the handset arena. Methods/Statistical Analysis: To collect the data a structured questionnaire was used to personally interview the mobile users of Delhi/NCR region. The sample consisted of almost equal no of male and female respondents; 88 male (50.3%) and 87(49.7%) female. Independent t-test and ANOVA were used to examined whether the means of two or more groups, were statistically different from each other on the parameters such as Influencing factors of Handset purchase decision and perception on various aspects of mobile operating systems. Findings: Results shows that, there is a clear sign of the shift in mobile handset market, users are swiftly shifting from traditional Symbian mobile OS to a more user friendly interface. The users in India are willing to spend Rs. 10,000 to Rs. 20,000 for them the look and feel of the handset is still an important aspect along with features but, the concept of mobile handset loyalty is diminishing. The concept of loyalty is not limited to just mobile handset arena it covers the mobile OS as well. As per the findings less than 30% would stay with their present mobile OS. When considering the demographic perceptions of influencing factors in mobile purchasing decisions some significant differences have appeared in the study which may offer a marketer with insight and understanding of what offering is to be delivered to whom. Applications/ Improvements: Brands must realize that marketing promotions are playing fewer roles in consumer attraction as many consumers purchase handsets based on their opinion of mobile OS or mobile handset. As highly qualified people prefer handset brands, manufacturers may work towards this area of branding as it implicates trust, reliability and a reduced psychological risk. Considering the mobile features it is becoming highly essential for younger generation to stay connected on the go, this requires a handset with all the essential connectivity tools like Wi-Fi network, instant messaging, social networking, web browser all along with one of the most essential component of a mobile ‘The Camera’.


Mobile Technology, Mobile Handset, Mobile Operation System, Mobile Loyalty.

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