Smart Phone Consumer Behavior Research

With the rapid development in science and technology in this new economic era, the speed of introduction of new products is so fast that provides people more choices never than before. In the time of product supplying exceeds demanding, consumers are facing so many opportunities, how to consider their feelings? From what aspects will they think while buying the products? How does the manufacturer make the marketing tactics of meeting consumer demand? This paper regards studying consumer's purchase behavior as the basic point, take understanding the consumption demand conscientiously as object, and consuming behavior as theoretical foundation, new members in consumption electrons – smart phone products as study carriers. Using the real example research approach to analyze the sample, make statistical analysis of 1540 samples from logic research angel, aiming at giving consumers' purchase behavior, this subject with realistic significance, also guide practice from theoretical, deepen and thorough analysis. Regards the research approach, this thesis takes EKB mode as the theory frame, regarding AIO life shape variable as the market segmentation foundation, products attribute and demographic variable as inputting parameter, consumers' attitude variable as the description factor of the consumer behavior. Segmentation of the smart phone market is subdivided by consumption characters, after summing up and analyzing, summarize the characteristics and tactics regards each segmentation market. On the real example analyses, materials are collected and selected by way of questionnaire investigation, the data are provided by a market survey organization in East China, on a survey report made on the professional website of the cell-phone in September of 2004. In order to cooperate with researching needs, some parts have been made over. This paper analyzes through probing into consumers who use smart phone, subdivide with lifestyle, make it meaningful on marketing tactics; Secondly, use demographic variables, for instance, sex, age, education degree, job, monthly income, etc.; understand consumers' acceptance of the present stage, in order to decide the target consumer group, probe into the market orientation tactics of this cell-phone products. This paper is divided into six chapters: Chapter one has introduced such contents as research background, research motive and purpose, research approach, procedure, innovation and contributing, etc. showing the whole frame of this text. Chapter two has introduced the theoretical foundation of this text and research basis in relevant theories survey. Chapter three develops situation introduction, development of the smartphone, present market situation, consumers' adoption, making a description and strengthen the understanding of smartphone market. Chapter four states the research approach this thesis uses, including the establishment of the mode, the content of relevant variables, and according to the purpose of studying, draft and suppose, confirming the course and method of the content and the questionnaire sample, doing detailed description to the sample. Chapter five focuses on questionnaire anglicizing, it goes on analysis with SPSS software, and to measure meaning and results from marketing. Chapter six is chapter of conclusion, summarizing this paper, including the last conclusion, marketing segmentation tactics, propose and limitation of this research.