one owners (or potential owners) are aimed at tracing the constantly varying preferences of the audience, and make corresponding changes in the construction, electronic stuffing, as well as applications. While leaders of the smartphone market set the tendency, the others have to trim the sales to the wind; nevertheless, everyone has to study the needs and preferences of the potential customers. Marketing Details. Problem Definition In accordance with the research by Bojei and Hoo (2012), the smartphone audience has increased essentially for the recent several years. The 2012 surveys show that almost half of the mobile consumers in the USA, Western Europe, and Australia own smartphones, and this amount is expected to reach 70% level in 2014. From the viewpoint of the profit share, the smartphone segment is essentially more profitable. Therefore, Apple Inc. holds up to 52% of the smartphone segment operating income. Samsung is featured with 29%. The key questions that the research is focused on are as follows: 1. What are the smartphone segment leaders 2. What are the key factors of the gadget popularity 3. What parameters are used for evaluating gadgets The key problem of the research is mainly based on defining the image of the audience. Since the growth of the smartphone segment is quite exceptional, it should be stated that the overall marketing study should not touch upon the communication aspect. This can be explained by the fact that smartphones are also used for shopping, leisure, navigation, sport activities, etc. For at least 20% of smartphone users, this gadget has become the primary way of internet access. In fact, the mobile phone segment study is not a novelty in marketing, since the surveys are arranged from the moment smartphones have become a mass...
It is stated that the global phone market growth has decreased over the last two years. This is explained by the fact that the markets are highly penetrated, and the growth for the account of new customers can not compensate the growth decrease. Nevertheless, the smartphone segment of mobile gadgets tends to grow, and the aim of the current research is to evaluate and analyze the customers’ demands and needs in smartphones. Therefore, the current research is focused on the matters of studying the smartphone segment, and the key research effort is associated with studying the preferences of the audience. The data collection process involved filling out the questionnaire only, while data analysis required using additional sources for the proper interpretation of the primary data analysis. Proper analysis required marketing, economic, and industry data as a basis of the questionnaire analysis. Hence, the research was based on the actual researches, theories and patterns, and the outcomes of the qualitative research analysis will not be randomized as in case of pure studies.
Considering the necessity to analyze the mass of statistical data, the research involved quantitative approaches as well. These are based on the SSPS data analysis, however, the number of respondents is not sufficient for proper statistic evaluation.
This paper approves that the individuality of the customers is not considered in the research, however, some information was collected through personal communication.