Youth Purchasing Behaviour - Essay Example

?Table of Contents Executive summary 1. Introduction 3 1 Terms of reference 3 2. Background 4 2. Literature survey 5 2.1 Different brands 5 2.2 Features 6 2.3 Personal Effects 6 2.4 Peer Pressure 7 3. Methodology 7 3.1 Quantitative methods 8 3.2 Qualitative methods 8 3.3 Sample design 9 4. Findings 9 4.2 Quantitative analysis 10 4.3 Qualitative analysis 12 5. Discussion 13 5.1 Brands and models 13 5.2 Various uses 13 6. Conclusion 14 7. References 15 8. Appendices 16 Research question: 16 Background 16 Methodology and sample 16 Sample questionnaire 17 Executive summary The study is aimed at researching the purchasing behaviour of young people at the university as far as purchase of smart phones is concerned. Over the past few decades, there has been widespread innovation and innovation in the ICT field. This has seen the introduction of smart phones that are almost similar and in some cases even arguable better than computers. To establish on how this environment has influenced the students in universities, the research was done by using of structured questionnaires as well as random interviews on campus. The questionnaires were prepared and circulated to a group of fifty students that were randomly selected in order to make the findings as objective as possible. The collected data was then manipulated using SPSS software. The research was mainly based on the characteristics of brand name, the price, the smart phone features, cost and last but not least, the gender of the buyers. As the research established, most students bought the smart phones due to the functionalities like Wi-Fi for purposes of convenience. However, peer pressure was also seen as one of the main contributing factors in the purchase decisions of the students. 1. Introduction 1.1 Terms of reference The participants of the research were university students. What inspires students to acquire smart phones may not be the same as what inspires other people in the society to acquire smart phones. For instance, students like following trends and most will buy a smart phone if all their friends buy them. In addition to this, students will often consult with their colleagues when trying to do some research before they buy a phone. The research carried out sought to establish a number of questions:- What informs the purchase decisions for smart phones by students? What do students seek out in the phones they purchase? Where do students get the relevant information that informs their purchase decisions for smart phones? 1.2. Background Needless to say, the smart phone does more than just help the owner to keep in touch with friends and families. This device also helps one in carrying out various computing processes. In fact, there has been a widespread debate on the possibility of the Smartphone totally replacing the computer. The spread of the Smartphone use has especially been fuelled by the entrance of more affordable models by the different manufacturers. The smart phone revolution came hand in hand with the revolution in gaming consoles, PDAs, Cameras, GPS as well as other important revolutionary concepts in ICT. The introduction of open source applications on the android platform has made the maintenance of the Smartphone more affordable on the lean budget of a student. For instance, instead of having to pay monthly subscriptions for applications, there are many developers on the open source platform that use the General Public User licence on their apps. In addition to this, companies like Huawei among many others have also developed inexpensive Smart phones that have almost the same functionalities like their more expensive counterparts. Some experts believe this is one for the main contributing factors towards the increase in the use of smart phones by university students. 2. Literature survey In order to understand the ownership of smart phones among university students, there is need to review the industry with respect to the different brands that are available on the market, the internet connectivity options and any other significant contributing factor that may arise in literature like peer pressure. 2.1 Different brands If the statistics provided by Felaki et al 1 is anything to go by, then the Smartphone usage is steadily increasing with time. The information provided by these authors places the growth of the smart phone industry at 11.36 percent per annum. Each individual company in the Smartphone industry was seen as a unique contributor towards this unprecedented growth. However, iPhone is arguably the company that registered the highest growth in recent years. Most people buy apple not only because of stylish design of the models but also because of the world famous apps that run on apple. Young people believe in brands. And apple has developed a great brand over the years. It is this strong brand that has informed most of the purchase decisions buy students. For instance, one of the students that was interviewed randomly on why she bought her iphone and her reply was short but very informative, “it’s sleek, crisp and clean.” Young people are usually overly interested with impressions and if they could afford a gadget that would enhance their appearance; they would most definitely go for it. It is therefore worth noting that students prefer buying phones that are considered “hot” as far as the volume of sales is concerned. The main notion is, “if my friends have it, I must have it too.” 2.2 Features The smart phone comes with loads of features that make the cost of purchasing it worth the while. For instance, the ability to synchronize a number of email accounts on the phone in order to keep track of the latest assignments by the course instructors or any other important communication from the university is a definite selling point. Before the advent of the Smartphone, students relied on college computer labs as well as their laptops to access the internet. The Smartphone has however revolutionised this and it is now possible for the owner of the device to be online as they move. Sharing of files using Bluetooth as well as using sneakernet is also one important feature.2 Nonetheless, as the saying goes, all work and no play makes Jack a dull boy. It is important for the students to get some time to unwind after a hard days work. The smart phone has the solution. With it, the student can access thousands of games including the famous angry bird. Some of these games were originally developed for the computer and other gaming consoles but they have since been modified to run on the smart phone. There are many other entertainment options on these devices including playing of MP3s as well as other tools that may prove useful like recording audio and video. 2.3 Personal Effects There are two main personal effects, the hedonist and the perfectionist. The hedonist effect is where different consumers buy the smart phones mainly for the purpose of fulfilling themselves. The consumers that purchase the smart phones without any interpersonal influence on their purchase decision are referred to as the hedonist effect. Usually, youths buy cell phones expecting performance from it. However, the underlying features that guarantee sleekness, pleasure, reliability, excitement and even the aesthetic beauty also inform the purchase decision made by young people. On the flip side, we have the perfectionist effect. In short, it is the effect that arises from the responsibility upon the marketer of a product to make sure that the product is top notch and always on the cutting edge. Ideally, young people usually purchase a smart phone only after understanding the features it offers in comparison to other competing models and brands in the market 2.4 Peer Pressure Every young person want to have a sense of belonging. The same reason young people get hooked up on harmful drugs is the same reason that they end u upgrading to the smart phones. If all of the members in a clique of students bought a smart phone, then any new person that wants to join them will feel the pressure to buy one of his own. The social network revolution is another chief contributor towards this. Many young people spend lots of time on twitter, facebook and other leading social networks. Buying of a smart phone appears to be the easiest way to keep in touch with ones followers/friends on the social space. 3. Methodology How reliable the methods of research are depends on a number of things. For instance, the research should avoid bias when collection of data. As long as the data is biased, the inference arrived at will not be representative of the population. 3Randomization should be the guiding factor when sampling of data. Once the data has been collected, there is the next step of analysing and interpreting the data. There are two methods of doing this namely; quantitative techniques and qualitative techniques. 3.1 Quantitative methods As the name may suggest, quantitative research involves the use of numbers and values to interpret data. This is often achieved by observing statistical operations on the data like means modes, medians, percentiles, standard deviation and many others. The main disadvantage of this approach is that it is prone to error either as a result of the wrong data at the input stage or a miscalculation by the researcher during the analysis process. The ain advantage of this technique is that it is largely a scientific process and is the best shot at reaching at a conclusive inference. 3.2 Qualitative methods Unlike in the quantitative research case, the qualitative research design does not work with numbers. The interpretation of data is mainly informed by perception of the research of the universe. For instance, when an open ended questionnaire is circulated to participants, the interoperation of the answers provided might have to be in the hands of the researcher. In fact, under this approach, the researcher is probably one of the most important tools in the entire processes. The main demerit of this technique is that it allows for bias from the researcher. However, the advantage is that it generates more truthful feedback from the participants. The two techniques can actually be seamlessly used in one research process. The data gathered can be collected and analysed both by quantitative as well as by qualitative methods in order to make an informed inference. This study uses this hybrid design in manipulation of the data. The two techniques can be used at different stages in the study. For instance, the qualitative research can be used to establish the nature of the phenomenon. After that, quantitative techniques can be applied in order to establish the spread of the phenomenon. 3.3 Sample design As Walter4 points out, it is not practical to collect data from the entire population. For instance, it would be too time consuming as well as expensive in monetary terms to interview all students on campus. This research aimed at getting students that were using smart phones and it was done in a random manner. For instance, an equal number of participants were identified from each living quarters. Gender balance was also considered as a factor in the selection of the participants in the survey. This way, the results attained from the study can arguably be said to be not only representative of the entire population but the margin of error is greatly reduced as well. 4. Findings There are two kinds of data involved in this research: the secondary data as well as the primary data. The secondary data was mainly from books, websites, journals and many other reliable sources. On the other hand, primary data is the raw findings that resulted from the survey that was done on the campus. Most of the secondary data points to the fact that there is a general increase in purchase of smart phones among the new generation. It is a fact that was proved by this research.5 4.2 Quantitative analysis The tabulated data reveals the use of male and female students for their smart phones: Table 1 Male Female Mean SD Interpret Mean SD Interpret Playing music 2.40 0.82 sometimes 2.23 0.34 Sometimes Text messaging 1.39 0.37 Often 1.15 0.28 Often Reading emails 1.89 0.42 Sometimes 2.15 0.98 Sometimes calling 1.11 0.91 Often 1.27 0.65 Often Facebook 2.72 1.63 Seldom 2.19 0.99 Sometimes TV or radio 2.89 1.24 Seldom 2.50 1.12 Seldom gaming 1.78 0.43 Sometimes 1.96 0.83 Sometimes Using as GPS 2.39 1.36 Often 2.31 1.09 Sometimes Online Searching 1.44 0.76 Often 1.46 0.89 Often Reading books 2.78 0.94 Seldom 2.88 1.24 Seldom Viewing news 2.17 0.78 Sometimes 2.35 0.94 Sometimes Weather forecast 1.94 0.65 Sometimes 2.12 0.91 Sometimes Taking snap and videos 1.83 0.54 Sometimes 1.5 0.30 Sometimes Table 2 Male Female Mean SD Int Mean SD Int Touch screen 3.35 0.64 Neither 3.18 0.96 Neither Wi-Fi 3.45 0.66 Neither 3.54 0.75 Satisfied QWERTY keyboard 3.35 0.78 Neither 3.11 0.67 Neither Apps for download 3.35 0.93 Neither 3.48 0.57 Neither Wireless synchronization 3.6 0.91 Satisfied 3.46 0.62 Neither Support for 3rd party applications 3.55 0.89 Satisfied 3.36 0.98 Neither GPS 3.8 0.75 Satisfied 3.43 0.93 Neither Digital camera 3.4 0.63 Neither 3.32 0.58 Neither There are a couple of important discoveries that were made. For starters, it can be observed that both the male as well as the female students use smart phones. It can also be inferred that the use of Wi-Fi on the smart phone was probably the most important feature for the students. The students were most likely using the Wi-FI to access their emails as well as to keep in touch with their pals on social sites6. Needless to say, the internet is without doubt a more important media for the youths than any other traditional media whether print or electronic. Students like the idea of surfing the internet using the smart phones from wherever they are. Not only does the smart phone work just as fine as a laptop would, but the device also comes with the advantage of portability as it can easily fit in a guys pocket or in a ladies’ purse. The table below (table 3) shows the different models that were used by most students Table 3 Select the model you have Response (in percentage) Iphone 44% Blackberry 16% HTC 8% Nokia 8% Samsung 4% Other 20% The tabulated data above reveals that the Iphone was the most preferred smart phone device among the students at the university. Students are attracted to the Iphone manly due to the aesthetic appeal of the phone and also because of the thousands of applications that they can get access to. 4.3 Qualitative analysis This is the part of the research that was aimed at really understanding the decisions that were made by the university students. The questions raised are analysed with respect to the feedback collected from the survey. What informed your purchase decision for your smart phones? The responses to this question were as many as there were participants. However, most of the students gave answers that bordered on the fact that smart phones were the “ultimate portable computer.” They can use the phone to do any computing operation they wish. There second most important reason for the acquisition of smart phones was that they are fashionable. Many acquired the smart phone devices in a bid to keep instep with the latest trend as is the custom of young people. In fact, it can be safely assumed that the trend will continue to grow over the next years especially now that there are new entrants into the smart phone development industry including Google. What did you look for in the Smartphone you bought? There are two main things that came out. First and foremost, features of the smart phone seemed to be of importance. Most students considered things like Wi-FI, SD card support and many other important features before they settled on a model. Second on the list was the aesthetic appeal that a particular model has. This is probably one of the main reasons why apples’ Iphone was preferred by more students. Where did you get information about the smart phone? Most students were introduced to the smart phones by their friends. They then went to the internet and some even visited retail shops to find out more information about the model they wanted to purchase. Interestingly, most did not really bother about the details as long as their friends were using the model, they bought it too. 5. Discussion 5.1 Brands and models The prestige that comes by owning the smart phone is a feeling that each student wants to devour. That is why the Iphone was the most bought phone by the student. The phone is a bit costly bust considered cool in many circles. The desire by the students to fit in the cool bracket pushed many of them to buy the apple branded smart phones 5.2 Various uses The smart phone was widely used by the students to read books. The implication of this is that it can actually improve the academic performance of students that have the smart phones. It is worth noting that students used the smart phones to access books more than they used the same device to access face book, although the margin of difference is narrow. It can therefore be argued that smart phones are not only being used for entertainment and networking but most importantly, for educational purposes. 6. Conclusion As the research has established, the purchase decisions of students that want to acquire new smart phones is mainly influenced by their friends. Young people like to keep abreast with the rest of their peers and this more than anything else is what makes most students on campus buy smart phones. Other important factors include the desire to have the features of the smart phones as well as the need to boost ones image. 7. References Felaski H. et al “diversity in smart phone usage” MobiSys, June 15–18, 2010 Kotz, D., and Essien, K. “Analysis of a campus-wide wireless network.” Wireless Networks Vol, 11. No, 2, 2009, pp 12-19. Walters, D. “Quantitative methods for business” Addison- Wesley, New York, 1994 pp 34-47 8. Appendices This was a research that was carried out to establish how university students buy smart phones and exactly what inspires them to buy the smart phones. The research sought to establish whether students were drawn more by the features offered by the manufacturers, by their friends influence or by both factors Keywords smart phones, Smartphone, smart phone purchase decisions Research question: What informs the purchase decisions for smart phones by students and where do they get the information? Background The onset of the internet paved way to anew way of life. Not only was access to information made easy but cheaper and reliable at the same time. It led to rapid innovations in the ICT industry with devices that could be used to access the internet. The smart phone is not only the most recent addition but arguably the most revolutionary. Smart phones are used virtually every where in the society and college has definitely not been left out. University students have found creative ways to use the smart phones not just for studies and academic projects but also for entertainment. It appears that the smart phone could well be on the way to replacing the laptop. Methodology and sample Questionnaires will be prepared and used in the collection of data from the students of the university. The students that will participate in teh study will be selected from the population randomly and the questionnaires wil be filled out during the interview process to guarantee maximum feedback. Sample questionnaire 1. Do you own a smartphone? Yes No If “Yes”, which model is it? Apple BlackBerry HTC Nokia Samsung Other If “No”, leave out questions 2-5 2.I use my smart phone for Often Sometimes Seldom Never playing to music Texting Reading and writing e-mails calling Facebook TV or radio Playing games GPS Online Searching Reading books Viewing news Weather forecast Taking snaps or videos 3. Which feature do you like most about your Smartphone? Unique style Touch screen Quality Price Wi-fi / 3G / Internet Ease of use 4. Which feature don’t like on the smart phone? Style Touch screen Quality Price Difficulty in using 5. Was the Smartphone purchased recently? Yes No 6. which is the most important feature you look for in a smart phone Good camera Design Fast internet Music player apps Other 7. Please rate you user experience on a scale of 1-5? 1=very disappointed; 2=fairly disappointed 3=not sure; 4=fairly satisfied; 5=very satisfied 1 2 3 4 5 Touch screen Wi-Fi Software-based QWERTY keyboard The ability to download applications and run them independently Wireless synchronization with computer Support for third-party applications GPS Digital camera 8. were you influenced by a friend or a family member to purchase the smart phone? Yes No Personal Details: 9. Your gender: Male Female 10. Your age: 18-21 21-25 25-30 Thank you for taking time to participate Read More