1. Customer Insights Group 3 - Cell Phone
Neda Habibi
Negin Kazemnejad Shayan
Ryan Moore
Phil Revel

2. Introduction Our group picked cell phones. Why? Goal
Due to the very high penetration rate of mobile customers we picked the cell phones in order to gain insights into customer’s purchase process. We also looked at their experience with the product in-use.
Goal
The purpose of this study is to investigate the factors affecting the decision
of buying mobile phones. In order to accomplish the objectives of the study
we interviewed four consumers.

3. Demographics Respondents Gender Age Education Level Ethnicity
Marital Status
Household Income
Work Hours/Week
Interviewee #1
Female
25 to 34 years
Master's degree
White
Single (never married)
$75,000 to $99,999
35 hours a week or more
Interviewee #2
Male
35 to 44 years
Married
Interviewee #3
$150,000 or more
Interviewee #4
Ph.D., law or medical degree

4. Path To Purchase Smartphone:
1- Purchase Motivation Purchase Device through Buying Channels Experience
2- Research Channels Perceptions
3- Factors Impacting Decisions
Pre- Purchase
Purchase
Post-Purchase

5. What motivated the purchase?
Pre- Purchase
What motivated the purchase?
Question
Respondent
Answer
What motivated or triggered the purchase?
Interviewee #1
Newer Technology
Interviewee #2
Interviewee #3
Interviewee #4
Communication with Friends and Family, Technological Capability of Smartphones
Based on our research, having access to the newest technology in smartphones is the primary reason that consumers will buy new smartphones.

6. Factors Impacting Decisions
Pre- Purchase
Factors Impacting Decisions
Question
Respondent
Answer
What were they looking for or prioritizing when making a selection?
Interviewee #1
Aesthetics and Battery Life
Interviewee #2
Warranty, Payment Plan, Technical Features
Interviewee #3
Aesthetics (color), Size
Interviewee #4
Customer service, Technical Feature, Price
Based on our research, there are many different factors that contribute to the decision to purchase a smartphone. The most important are aesthetics, price, Technical features and Customer Service.

7. Research Channels to Buy Cell Phones
Pre- Purchase
Research Channels to Buy Cell Phones
Question
Respondent
Answer
How did they go about finding relevant information?
Interviewee #1
Wireless Carrier Store
Interviewee #2
Social Network, Read reviews
Interviewee #3
Manufacturer Store, Social networks
Interviewee #4
Family, Sales Representatives
Based on our research, the most popular method of researching smartphones for purchase was through online research and brick and mortar retail stores.

8. Where was the purchase made?
Question
Respondent
Answer
Where did they buy the product and why?
Interviewee #1
Wireless Carrier Store - Upgrade Availability (Price)
Interviewee #2
Wireless Carrier store
Interviewee #3
Manufacturer Store - Ease and Reliability
Interviewee #4
Manufacturer Store - Hands-On Comparison
Based on our research, the most popular method of buying smartphones was at brick and mortar retail stores.

9. Positive and Negative Surprises During Usage
Post-Purchase
Question
Respondent
Answer
What positive and negative surprises have occurred in usage?
Interviewee #1
Positive - App Usefulness, Negative - Lack of Storage
Interviewee #2
Positive - New Updates and Applications, Negative - Product Malfunction
Interviewee #3
Positive - App Usefulness and Photo Quality, Negative - Battery Life and Expensive Data Plans
Interviewee #4
Positive - App Usefulness, Negative - Hardware Aging into Obsolescence Quickly
Some of the most positive experiences that are had with smartphones are due to their applications you can download. This can provide a competitive advantage for manufacturers of smartphones if they have a large, high quality selection of applications for download. Negative experiences are had most when hardware malfunctions.

10. Post-Purchase
Satisfaction Level
Question
Respondent
Answer
How satisfied/dissatisfied is the consumer (user) with the product?
Interviewee #1
Very Satisfied - Would Purchase Again
Interviewee #2
Interviewee #3
Interviewee #4
Satisfied - Camera and Storage Need to Improve
Most customers are “Very Satisfied” with their smartphone. This shows that manufacturers have been listening to customers wants and needs while avoiding the most damaging item to their brand, hardware that malfunctions.

11. Does brand loyalty differ by Gender?
Question
Gender
Respondent
Answer
What role does the brand or manufacturer reputation play in the above?
Female
Interviewee #1
High Importance
Interviewee #3
Male
Interviewee #2
Low Importance
Interviewee #4
Both female respondents said the brand and manufacturer reputation was of high importance, while only one male respondent believed that this is an important factor.
Brand and manufacturer reputation is a matter of high importance to many consumers when purchasing a new smartphone. Smartphone purchases tend to be expensive and consumers don’t want to make the mistake of purchasing a device that doesn’t meet their needs. Consumers must trust their smartphone manufacturer before purchasing their phones

12. Education Level Effect
Question
Education Level
Respondent
Answer
Who else participated in or influenced their decision?
Master's degree
Interviewee #1
Customer Reviews
Interviewee #2
Family - Use of Same Platform
Interviewee #3
No one
Ph.D., medical degree
Interviewee #4
Family and Friends
Based on our small sample size, it doesn’t seem Education Level effects are much. Family and Friends suggestions and Customer Reviews of products seem to have the largest influence in deciding which type of smartphone is purchased.

13. Aesthetics, price, Technical Features and the Customer Service are important factors
Researching on the web and brick and mortar retail stores are the two most popular searching methods to find cell phones.
Brick and mortar retail stores are where consumers finally go to purchase cell phones.
Having access to the newest technology is one reason why consumers buy new smartphones.
Positive experience, collection of apps one can download on his/her smartphone
Negative experience, hardware can’t keep up with the software updates
“Very Satisfied” is the consumer's level of satisfaction with the cell phone manufacturers

14. Recommendations to cell phone manufacturers and marketers
Improve look and feel of the cell phone because aesthetics are important
Customer service and good customer support is important
Improve sales experience in retail stores
Provide better warranties to the customers
Keep prices low as you improve aesthetics, hardware and software