Research on Smartphones Affecting Factors & Restraining Forces

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Research on Smartphones

Affecting Factors & Restraining Forces


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Research on Smartphones

Submitted to:

Dr. Abdul Waheed

Assistant Professor at UCP - Business School

PhD, School of Business and Economics

Maastricht University, The Netherlands

MSc, Econometrics, Tilburg University, The Netherlands

MSc, Statistics, Punjab University, Pakistan

Submitted by

Arslan Nawaz (L1S14MBAM1101) (Group Leader)

Syed Muhammad Daud Zaidi (L1S14MBAM1070)

Khawaja Faizan Masood (L1S14MBAM1095)

Hunain Saddaqat (L1S14MBAM1099)

Ahmad Zubair (L1S14MBAM11084)

Waqas Tariq (L1S14MBAM0049)


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Table of Contents

Chapter 1: Introduction of Research ................................................................... 4

1.1: Introduction of Research............................................................................. 4

1.2: Background of Research.............................................................................. 4

1.3: Problem Area .............................................................................................. 5

1.4: Problem Statement ..................................................................................... 6

1.5: Research Objectives .................................................................................... 6Chapter 2: Literature Review .............................................................................. 7

Chapter 3: Hypothesis of Study ........................................................................... 9

Chapter 4: Theoretical Framework .................................................................... 10

4.1: Variables of Hypothesis ............................................................................. 10

4.2: Conceptualization of Abstract Variables and Terms Used ......................... 11

4.2.1: Conceptualization of Dependent Variable Used ..................................... 11

4.2.2: Conceptualization of Independent Variable Used ................................... 12

4.2.3: Conceptualization of Abstract Terms Used ............................................. 14

Chapter 5: Data Collection ................................................................................ 15

5.1: Target Population ..................................................................................... 15

5.2: Sample and Sampling ................................................................................ 15

5.3: Unit of Analysis ......................................................................................... 15

5.4: Data Collection .......................................................................................... 155.5: Research Instrument ................................................................................. 15

Chapter 6: Data Analysis ................................................................................... 20

6.1: Descriptive Analysis .................................................................................. 20

6.1.1.1: Descriptive Results .............................................................................. 20

6.1.1.2: Major Highlights of Descriptive Analysis ............................................. 30

6.2: Inferential Analysis ........................................ Error! Bookmark not defined.

6.2.1.1: Result of monetary dependency with dependent variableError! Bookmark not de


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6.2.1.2: Interpretation of Results ......................... Error! Bookmark not defined.

6.2.2.1: Result of Non-monetary dependency with dependent variableError! Bookmark n

6.2.2.2: Interpretation of Results ..................................................................... 31

6.2.3.1: Result of laggard factors with dependent variable .............................. 31

Chapter 7: Conclusion ....................................................................................... 32

Bibliography ..................................................................................................... 33


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Chapter 1: Introduction of Research

1.1: Introduction of Research

This research will explore factors which influence buyers while purchasing

smartphones. Is price factor has a negative relationship and non-price factor has

positive relationship with purchase of smartphone. This research also intend to

explore some factors which restrain people to use or buy smartphones.

1.2: Background of Research

In today world, technologies have no territorial limits. Every new technology is

shaping a modern world and Pakistan is not isolated from these technologicaladvancements. Advancement in mobile phone is smart phone.

By logic, each and every mobile phone cannot be labeled as smartphone. There

should be a criteria which set what gadget is smart or what is not. The word

smartphone is itself vague in its meaning.

There are number of definitions for defining term smartphone purposed by technical

experts, manufactures, and academia but their meaning varies from each other. Till

now there is no universal definition stands for the term smart phone.

So any mobile can be labeled as smartphone? No its not. There is a general conceptof the term smartphone which set basic criteria to label a mobile phone as

smartphone.

For example

A mobile phone that performs many of the functions of a computer, typically having a

touchscreen interface, Internet access, and an operating system capable of running

downloaded apps. (Oxford University Press)

Number of vendors or technological analyst suggested these requirements for

designation of mobile phone as a smartphone such as: Smartphone operatingsystem, Internet connectivity, inbuilt memory, Wireless synchronization, Ability to

download applications and run them independently, Touchscreen / QWERTY

keyboard, Wi-Fi, Digital camera and GPS (global positioning system).

By looking in past, Martin Cooper of Motorola is commonly considered to be the

inventor of the first mobile phone, which he publically demonstrated on April 3,

1973. (Klooster, July 14, 2009)

The introduction of mobile phone gradually replaced telephony communication.

With passage of time technological advancements in personal computer and mobile


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phone sector developed separately. In era of 1971 combined technology of

computer and mobile was conceptualized by Theodore G. Paraskevakos. He was the

first to introduce the concepts of intelligence, data processing and visual display

screens into telephones which gave rise to the "Smartphone." Number of years spent

upon this concept to become it reality.

The first smartphone was actually designed by IBM and sold by BellSouth (formerly

part of the AT&T Corporation) in early 1990. It included a touchscreen interface for

accessing its calendar, address book, calculator, and other functions. (Curley, 2012)

Over the years technology became more advanced and less expensive which helped

manufacturers to build more featured and less expensive smartphones, process

which is still ongoing.

At the end of 2010 in developed countries smartphone replaced mobile phones.

Replacement of smartphone with ordinary mobile phone also continues to occur in

underdeveloped countries like Pakistan but in slow pace due to number of factors.

At the end of 3rdquarter of 2014, worldwide sale of smartphone was 301 million

units, increase of 20.3% from previous year 3rdquarter. Different estimates indicate

that if same speed continues than by 2018 every 9 out of 10 mobile phone will be

smartphone worldwide. Currently Samsung has largest market share in smartphones

worldwide by 24.4% followed by apple and Huawei respectively by 12.7% and 5.3%

(Gartner , 2014). Whereas worldwide users of smartphones reached at 1.75 billion.

(eMarketer, 2014).

1.3: Problem Area

In July 2003 Government of Pakistan introduced deregulation policy for the

telecommunication sector to encourage foreign companies to invest in the

Pakistanis telecommunications market.By transition of time this policy proved to be

shipshape in telecommunication sector. By cellular mobile subscribers Pakistan stood

on fourth position in Asia where as eighth in world with 139.9 million subscribers and

this trend is still growing but in slow momentum. (Pakistan TelecommunicationAuthority, 2014). These subscribers provide large spot for smartphones. Trend to

purchase smartphone is fostered by internet auction of 3G / 4G internet in 2014

which opened new doors of technology in the country.

In Pakistan there are 25 Million internet users out of which 15 Million use mobile

internet (EDGE/GPRS). GPRS / EDGE internet services is enabled in smartphones,

features phones or ordinary phones. (Internet Service Providers Association of

Pakistan, 2014). Whereas 3G / 4G service is only available in smartphones. Within 4

months after launch of 3G/4G, mobile internet subscribers of these services reached


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at 4 million. Even the fact is that 4G is not fully commercialized due to lack of

supported devices.

There is no official exact report of usage of smartphones in the country. But

unofficial report states that it is around 3% to 8%. Which is lowest in emerging

economies. If we use 3G/4G subscribers as a proxy for estimating smartphone users

than just 20% mobile internet users are smartphone owners. Cellular mobile

subscription, internet and 3G/4G indicators of telecommunication sector have

significant potential to raise these users.

By age group 40% of total population of Pakistan falls under the age bracket of 10 to

29 years. (Pakistan Ministry of Finance, 2014) Which is globally considered as best

target market for technological devices. And normal specification smartphone with

3G/4G technology enabled is available in market within the affordable price range of

8000 to 15000 PKR. And now advanced mobile internet services are also available inthe country. Then why the usage of smartphones is low in the country regardless

most of people in cities have smartphones?

1.4: Problem Statement

Despite the fact before auction of 3G / 4G spectrum, 2G internet service is supported

by smartphones which are available in market at affordable prices. Then why

smartphone users not accelerated in that pace as it should to be? Why use of

smartphones as mobile device is low in the country. Is this is price or something else?And if price is not a matter then what factors pushing the use of smartphone

restricted to certain market, is it non price factors such as features, social status etc.

Are personal factors such as unaffordability, low usage, risk aversion refrains people

to buy smartphones? Those people who buy smartphone or intend to buy, what

factors affect them most? Which smartphone manufacturer dominates smartphone

market of Pakistan?

1.5: Research Objectives

Based on problem area and statement research objectives are

To investigate is price factor has negative relationship with purchase of

smartphone.

To investigate is non-price factors has positive relationship with purchase of

smartphone.

To investigate why people do not buy smartphone.


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Chapter 2: Literature Review

Price is always considered as critical factor during purchase or sale of any product.

Not only for consumer but also for supplier perspective. Price is an amount of

payment in return of tangible or intangible thing, given to one party by other. It is

price which set how much consumer is ready to pay in exchange of something. By

consumer side economics have a law known as law of demand which states that if

price of a product raise consumers buy less of that good. Although implication of law

varies by assumptions made under the law. (Mankiw, 2007)

Smartphone of one company is substitute of other company smartphone. Law of

demand also states that it is not only price which can affect demand even non price

factor can change demand too. And sometime price of product fall but demand ofthat product does not rise because non price factors became so much influential

then price factor. Especially in case of technology, when new technology introduced

and it successfully change taste and perception of people then comparative old

technology demand became low due to change in taste. (William Boyes and Michael

Melvin, 2014).

Compatibility is one of the most important factor in technology products.

Compatibility does not mean just ease of use but also technical compatibility with

devices of that time. If product will be highly, user plus technical compatible then itcan make place in market otherwise it will fail. (Jakki J. Mohr, 2009)

The theory Diffusion of innovations explain phenomena by which individual in

particular social system decide to adopt new technology. The theory illustrates five

step through which individual adopt innovation. Knowledge, Persuasion, Decision,

Implementation and Confirmation in order.

First in knowledge stage individual get incomplete information about innovation can

be replaced by word news, then in Persuasion stage he get interested and try to

collect information. In Decision stage individual compare disadvantages withadvantage. In this stage lot of factors like income etc starts to influence him. In

implementation stage consumer regain information and at last if he found innovation

suitable for him then he accept otherwise reject.

Based upon this theory, consumers adopting particular innovation can be ranked in

adopter category. Adopter category is classified into five classes. Innovators, Early

adopters, Early Majority, Late Majority and Laggards.


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These individuals are divided into these classes on the base of innovatiness, social

status, finnancial resources, time to adopt innovation and social forwardness.

(Rogers, 1995)

So income, education and occuption affect on adoption of innovation.

Group of individuals share some common things like language etc if new member

want to merge and to easily communicate with group individuals then he have to

follow same common things. The common thing in one group can be uncommon in

other group. By following group commons he get his idenity in group and sometime

fame and power too this cocept is exibted by theory known as Social identity

theory. (Tajfel, 1982)

So we can say if person want to get place in friends and one of the common thing is

smartphone then he most probbly buy it.

Both technical and physical feature have equal importance. Where technical feature

enable device to run task efficiently, physical features enable usefulness of device.

Physical feature include size, weight, shape etc. (Alter, 2006) But preference varies

by individual to individual.


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Chapter 3: Hypothesis of Study

Based upon problem area, problem statement, and past studies these hypotheses are

generated.

Hypothesis Number 1

HA1= Non-monetary dependency has positive relationship with likely to purchase

smartphone.

HO1= Non-monetary dependency has no relationship with likely to purchase

smartphone.

Hypothesis Number 2

HA2= Monetary dependency has negative relationship with likely to purchase

smartphone.

HO2= Monetary dependency has no relationship with likely to purchase smartphone.

Hypothesis Number 3

HA3= Current ownership of alpha manufactured smartphones are greater or lesser than

current ownership of beta manufactured smartphones.

HO3= Current ownership of beta manufactured smartphones are same as current

ownership of beta manufactured smartphones.

Hypothesis Number 4

HA4:= At least one laggard factor motivate people to not to buy smartphone.

H04:= Laggard factor not put any effect on motivation of people to not to buysmartphone.


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Chapter 4: Theoretical Framework

4.1: Variables of Hypothesis

All proposed hypothesis have variables expect hypothesis number 3.

Variables of Hypothesis Number 1



Non-monetary dependency

Likely to purchase

smartphone

Independent variable Dependent variable

Monetary dependency Likely to purchase

smartphone

Independent variables Dependent variable

Laggard Factors Buy of smartphone

Independent variable Dependent variable


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4.2: Conceptualization of Abstract Variables and Terms Used

4.2.1: Conceptualization of Dependent Variable Used

Dependent Variable used in Hypothesis Number 1, 2, 4

Variable Name with SPSS Code SPSS Code Meaning in our research

Likely to purchase smartphone LTPS

Recent purchase of smartphone.

Current owner of smartphone.

Near future purchase of smartphone.


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4.2.2: Conceptualization of Independent Variable Used

Independent Variable used in Hypothesis Number 1, 2

Variable Name with SPSS CodeSecond subcategory

(if any)

Third subcategory

(if any)Meaning in our research

NMD:Non-monetarydependency

F:Features

PF:Physical Features

PF1:Set weight (In term of

thickness)

PF2:Color PF3:Set design

PF4:Display size

TF:Technical Features

TF1:Operating system (Such as

android etc)

TF2:Screen size

TF3: Camera pixels

TF4:Advanced generation

internet connectivity (3G, 4G)

TF5:Memory size (internal and

ram), not to be hang

TF6:Processor speed, work

faster

TF7:Battery timings.

TF8: Touch screen interference.


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NMD:Non-monetaryde

pendency

S: Social status Praise in social circle

Can be, ability to show off.

AM:Availability in

market

Access to handset in market for

purchase

IOA:Influence of

Advertisement

Buying or intend to buy due to

ads in media

C:Compatibility Features fits with needs.

Ease to use smartphone.

UOP:Usage of phone

UOPBF: Basic functioning

Like sms, call, setting alarms

viewing calendar.

UOPAF: Additional function

Like internet, apps

downloading, game playing,

video calling with basic

functions.

CI:Company / brand

image

Perception of company in

market or in peoples.

Company product worth in

market.


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Independent Variable used in Hypothesis Number 4

Variable Name with SPSS Code SPSS Code Meaning in our research

Laggard Factors LOI Price

Not highly use

High risk

Cant operate

4.2.3: Conceptualization of Abstract Terms Used

Term used in Hypothesis Number 3

Alpha Group Manufactures Beta Group Manufactures

Apple

Samsung

Nokia

Huawei

Q Mobile

G Five


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Chapter 5: Data Collection

5.1: Target Population

Our research target population consists of, two types of individuals.

1. Those have smartphone / intend to buy it or purchased in near past.

2. Those have do not have smartphone nor intend to buy it.

Regardless what their age, income level, and gender is. By geographically,

individuals having traits which is specified in above mention sets limited on to

Lahore, Pakistan.

5.2: Sample and Sampling

We are using convenience sampling technique for our research due to lack of

resources and interglot. As we using convenience sampling technique so, no

sampling design is needed.

Samples are collected only from Lahore, Punjab, Pakistan. Based on criteria which is

stated in heading5.1: Target Population.157 questionnaires are filled.

5.3: Unit of Analysis

Unit of analysis of this research is individual.

5.4: Data Collection

Secondary data is collected through books, online sources whereas primary data is

collected through survey. Questionnaire is used as medium of collecting information

in survey. Data through questionnaire gathered by two means. First hard form of

questionnaire which is presented to individuals by team member, and second is byOnline Questionnaire which is circulated in internet to collect information from

individuals.

5.5: Research Instrument

Questionnaire is our research instrument. Questionnaire consists on three

segments.

1. Participant Profile

2.

Section 1


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3. Section 2

Participant profile collects data about gender, age, income, and education of

participant.

Section 1 is for those who dontintend to buy or not have smartphone. This sectiondrafted to get know, why people dontbuy smartphone or which factors restrain

them to do so. Likert scale from 1 to 5 is used for feeling of participants against

factors which restrains them to use smartphone.

Section 2 is for those who have smartphone / intend to buy / bought in past. This

section gives us information why people buy smartphone or which factors put

influence in buying process. Likert scale from 1 to 5 is used for level of importance

given by participant against factors which influence them.

View the questionnaire in next pages.


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Chapter 6: Data Analysis

6.1: Descriptive Analysis

As we divided our instrument in three parts, so we are also using same method to

preset our research, descriptive results.

6.1.1: Descriptive Results

Data Collected By Method

Categories Frequency %

Paper 73 46.50

Online 84 53.50

Total 157 100

Participant Profile

Question: Your Gender

Categories Frequency % Valid % Cumulative %

Female 48 30.6 30.6 30.6

Male 108 68.8 68.8 99.4

Left Blank 1 .6 .6 100.0

Total 157 100 100


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Question: Your Age


1317.99 7 4.5 4.5 4.5

1824.99 94 59.9 59.9 64.3

2529.99 43 27.4 27.4 91.7

3059.99 12 7.6 7.6 99.4

60 plus 0 0 0 0

Left Blank 1 .6 .6 100.0

Total 157 100 100

Question: Your Education Level


Bachelor 45 28.7 28.7 28.7

Doctor 4 2.5 2.5 31.2

Inter 16 10.2 10.2 41.4

Master 88 56.1 56.1 97.5

Matric 3 1.9 1.9 99.4

Left Blank 1 .6 .6 100.0

Total 157 100.0 100.0


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Question: Your Income Level


Unemployed 3 1.9 1.9 100.0

Student 90 57.3 57.3 98.1

Below 15000 per month 3 1.9 1.9 40.1

15001 to 24999 per month 15 9.6 9.6 10.2

25000 to 49999 per month 18 11.5 11.5 21.7

Above 50000 per month 26 16.6 16.6 38.2

Left Blank 1 .6 .6 40.8

Total 157 100.0 100.0

Question: Are you currently using smartphone / recently bought / intention to

buy smartphone.


Yes 140 89.2 89.2 100.0

No 17 10.8 10.8 10.8

Left Blank 0 0 0 0

Total 157 100.0 100.0


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Section 11

Please rate factors according to your feeling which enforce you, to not to use

smartphone.

Question: High prices of smartphone


Strongly disagree (1) 0 0 0 0

Disagree (2) 2 11.8 11.8 41.2

Neither agree nor disagree (3) 3 17.6 17.6 58.8

Agree (4) 5 29.4 29.4 29.4

Strongly agree (5) 6 35.3 35.3 100.0

Left Blank 1 5.9 5.9 64.7

Total 17 100.0 100.0

Question: Not easy to use


Strongly disagree (1) 1 5.9 5.9 100.0

Disagree (2) 6 35.3 35.3 47.1


Agree (4) 2 11.8 11.8 11.8

Strongly agree (5) 4 23.5 94.1 23.5

Left Blank 0 0 0 0

1Total 157 participants filled the form out of which, 17 replied in No. Results stated are just about those who repliedin No.


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Total 17 100 100

Question: High risk of damage



Disagree (2) 0 0 0 0


Agree (4) 9 52.9 52.9 52.9

Strongly agree (5) 4 23.5 23.5 94.1

Left Blank 0 0 0 0

Total 17 100 100

Question: Low Usage



Disagree (2) 3 17.6 17.6 41.2


Agree (4) 4 23.5 23.5 23.5

Strongly agree (5) 6 35.3 35.3 94.1

Left Blank 1 5.9 5.9 58.8

Total 17 100 100


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Section 22

Q1: Tick Company if you are currently owner of smartphone otherwise leave left,

who is your smartphone manufacturer company?

Categories Frequency % Valid % Cumulative

%

Apple 31 22.1 22.1 22.1

Samsung 60 42.9 42.9 100.0

Nokia 13 9.3 9.3 44.3

Q Mobile 16 11.4 11.4 57.1

Google 1 .7 .7 23.6

BB 1 .7 .7 22.9

HTC 3 2.1 2.1 25.7

G Five 0 0 0 0

Huawei 6 4.3 4.3 30.0

LG 1 .7 .7 34.3

Motorola 1 .7 .7 35.0

Lenovo 1 .7 .7 33.6

Not currently owner 4 2.9 2.9 32.9

Left Blank 2 1.4 1.4 45.7

Total 140 100 100

2Total 157 participants filled the form out of which 140 replied in Yes. Results are just about those who replied inYes.


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Q2: During purchase of smartphone / intention to buy smartphone, how much

importance you give to following factors? Please rate these factors according to

your level of importance.

Question: Price of Smartphone


Not all Important (1) 7 5.0 5.0 49.3

Slightly Important (2) 11 7.9 7.9 62.1

Important (3) 36 25.7 25.7 44.3

Fairly Important (4) 26 18.6 18.6 18.6

Very Important (5) 53 37.9 37.9 100.0

Left Blank 7 5.0 5.0 54.3

Total 140 100 100

Question: Features of smartphone


Not all Important (1) 1 .7 .7 36.4


Important (3) 22 15.7 15.7 35.7


Very Important (5) 72 51.4 51.4 100.0

Left Blank 9 6.4 6.4 42.9

Total 140 100 100


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Question: To impress and get praise in social circle




Important (3) 19 13.6 13.6 34.3


Very Important (5) 31 22.1 22.1 100.0

Left Blank 12 8.6 8.6 60.7

Total 140 100 100

Question: Smartphone availability in market




Important (3) 37 26.4 26.4 48.6


Very Important (5) 42 30.0 30.0 100.0

Left Blank 5 3.6 3.6 56.4

Total 140 100 100


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Question: Influence of Smartphone Advertisement




Important (3) 29 20.7 20.7 32.1


Very Important (5) 23 16.4 16.4 100.0

Left Blank 4 2.9 2.9 59.3

Total 140 100 100

Question: Feature which I need




Important (3) 18 12.9 12.9 33.6


Very Important (5) 64 45.7 45.7 100.0

Left Blank 17 12.1 12.1 47.9

Total 140 100 100


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Question: Ease to use




Important (3) 31 22.1 22.1 38.6


Very Important (5) 47 33.6 33.6 100.0

Left Blank 21 15.0 15.0 55.0

Total 140 100 100

Question: Image of smartphone company




Important (3) 23 16.4 16.4 32.9


Very Important (5) 51 36.4 36.4 100.0

Left Blank 21 15.0 15.0 55.0

Total 140 100 100


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6.1.2: Major Highlights of Descriptive Analysis

Data is collected through questionnaire. 157 questionnaires are filled out of which 73

are filled on paper whereas 84 filled through online. In online option question and

option shuffle order option was enabled to avoid biasness.By gender out of 157 questionnaires 48 or 30.6% are filled by females whereas 108

or 68.8% are filled by males. Only 1 questionnaire left blank on this question. The

result shows that males participants are more than females participants.

By age groups 59.9% participants are in age bracket of 18 24.99 whereas second

being 2529.99 with 27.4%.

By educational level 56.1% participants are master degree holders while second

highest number of percentage is 28.7% those who are Bachelor degree holders.

By Income level 57.3% participants are students.

In total 157 questionnaires 89.2% or 140 participants replied in Yeswhereas 10.8%

or 17 replied in No.

Those who replied in no, we asked them to rate factors those enforce them to not to

use / buy smartphone. These factors are high prices of smartphone, high risk of

damage, not easy to use and low Usage.

35.3% or 6 participants rated, high price as factor in scale of 5 which is strongly agree

against level of feeling whereas 35.3% or 6 participants rated not easy to use factorat the scale of 2 which is disagree. 52.9% rated high rate of damage on the scale of 4

which is agree where 23.5% rated it on 5 which strongly agree. Low Usage as

enforcing factors show highest percentage of 35.3% rated as 5.

By smartphone manufacturer company, Samsung dominate as largest manufacturer

company in our sample size by 42.9% users whereas second being Apple by 22.1%

users.

When we asked question during purchase of smartphone / intention to buy

smartphone, how much importance you give to factors? Then 37.9% rated 5, 18.6%rated 4, 25.7% rated 3 to factor price.

51.4% consider feature of phone is very important factor and rated 5. To get praise in

social circle 22.1% rated it 5, 20.7% rated it on 4. Availability in market is rated on 5

by 30.0%. 24.3% rated 1, 24.3% rated 2 and 20.7% rated 3 to question, when we

asked them did advertisements influence them to buy smartphone? 45.7%

considered features which they needed as very important factor while buying

smartphone. Ease to use smartphone is considered very important rated 5 by 33.6%.

Image of smartphone company is rated 5 by 33.6%, 4 by 16.4% and 3 by 16.4%.


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6.2.2.2: Interpretation of Results

SSPS included all values of sample which are 157. In, dependent variable 1 is encoded

for Yes whereas 0 for No. From 157, 140 have a link with these variables.

In binary regression model, Cox & Snell R Square in table model summary is

considered as R2 value in binary logistic analysis. R square value explains how much

model explain independent variable relationship variation against dependent

variable. In our model it is 47.1 % by Cox & Snell R Square.

Variable in the equation step 1 show that Bo is -2.833 whereas B NMD1 5.840, B NMD2is

6.170, B NMD3 7.593, B NMD4 -12.076, B NMD5.1 4.116, B NMD5.2 1.454 and B NMD6is5.859.

Where p value of all these is greater than 0.05 which shows all included variables in

NMD are statistically insignificant.

Based on this analysis regression model is like this.

ZLTPS= Bo(+ B1+ B2+ B3 - B4+B5.1+B5.2+B6) NMD

ZLTPS= -2.833 + 5.840 BNMD1+ 6.170 BNMD2+ 7.593 BNMD3- 12.076 BNMD4+ 4.116 BNMD5.1

+ 1.454 BNMD5.2+ 5.859 BNMD6

Model say 1 unit increase in, feature results in 5.840 increases, social statuesincrease in 6.170, availability in market result 7.593 increases, advertisements result

12.076 decreases in likely to purchase smartphone.

6.2.3.1: Result of laggard factors with dependent variable

Cannot be computed due to low numbers.


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Chapter 7: Conclusion

Statistically all independent variable in hypothesis have p value more than 0.05 so all

null hypothesis are accepted. Hypothesis no 3 which have no variable but a

descriptive kind of hypothesis is accepted by concluding that alpha manufacturer

smartphone found more than beta manufacturer smartphones in our sample size.

Hypothesis no 4 cant be approved or rejected based on inferential analysis but by

descriptive, factors are influential.

We do not generalize our research results. This research was just limited to Lahore.

Thus the research findings do not depict full image of factors influencing likely to

purchase smartphone or not to use / buy. The research results are just telling us

about our sample size which has certain type of demographic profile. So drawingconclusion for whole population is invalid based upon these findings.


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Research on Smartphones Affecting Factors & Restraining Forces