Presented by

Maitri Goswami

Ghanshyam Patel

PGDM 2014-16

JAIPURIA INSTITUTE OF

MANAGEMENT, JAIPUR

Increasing the demand of smart phoneTo remove the confusion regarding the brand selection of smart phoneTo find out the brand preferred by the youthRequirement of youth regarding the smart phoneCompanies know that what are the USP of their competitor Perception of the youth changes according to the area

A Smartphone is a mobile phone which performs many of the functions of a computer

with an operating system.Smartphone typically include the features like,personal digital assistant digital camera media player GPS navigation unit Touch screen web browsing Wi-Fi appsmotion sensorsmobile payment mechanisms

To understand the behavior of youth, age 17 to 24, towards the selection of smart phone brand. Examine the way young people related to functionality of smart phone. To know their triggers for purchase and influencers at the time of purchase. Investigate youth awareness with regards to the recent launches of smart phone in the market. Understand the youth priority to purchase smart phone.

Based on Ranking

Based on Score

Analytical hierarchy process

SYSTEMATIC PROCEDURE FOR REPRESENTING ELEMENTS OF A HIERARCHYSUPPORTS EXECUTIVE DECISIONS, APPLIES KNOWLEDGE, DERIVES PRIORITIES AND

RANKS ALTERNATIVESDEALS WITH QUANTIFIABLE AND INTANGIBLE CRITERIANO GUESS INVOLVED AND JUDGMENTS CAN BE MADE IN A VERBAL MODE BASIC ASSUMPTION : FUNCTIONAL INDEPENDENCE OF AN UPPER CLUSTER FROM

ALL IT’S LOWER PARTS IN THE HIERARCHY

ChoiceRankingPrioritizationResource allocationBenchmarkingQuality managementConflict resolutionTotal quality management

Re-engineering

Literature

ReviewSurvey (Primary

Data)

Online

OfflineAHP

Pair wise comparison

matrix

C.R <

0.1

NO

Calculations and Result

YES

Brand Name

Operating System

Available Software

Features CostHardware & Design

Network & Technology

SCORE ASSUMPTIONS

1 Extremely Unimportant

2 Unimportant

3 Moderately Unimportant

4 Neither Important Nor Unimportant

5 Moderately Important

6 Important

7 Extremely Important

SCORE ASSUMPTIONS

1 Extremely Unimportant

2 Unimportant

3 Moderately Unimportant

4 Neither Important Nor Unimportant

5 Moderately Important

6 Important

7 Extremely Important

» Decision Making is choosing among alternatives to attain

specific objectives.

# PROBLEM SOLVING PROCESS #

Define The

Problem

EvaluateSolution

ImplementSolution

DecideCourse of

ActionGenerateSolutions

Selection of best mobile brand

Brand name

Micromax

Nokia

Samsung

Lava

Lenovo

Karbonn

Sony

Gionee

Motorola

Operating System

Micromax

Nokia

Samsung

Lava

Lenovo

Karbonn

Sony

Gionee

Motorola

Hardwar and

design

Micromax

Nokia

Samsung

Lava

Lenovo

Karbonn

Sony

Gionee

Motorola

Cost

Micromax

Nokia

Samsung

Lava

Lenovo

Karbonn

Sony

Gionee

Motorola

Features

Micromax

Nokia

Samsung

Lava

Lenovo

Karbonn

Sony

Gionee

Motorola

Available Software

Micromax

Nokia

Samsung

Lava

Lenovo

Karbonn

Sony

Gionee

Motorola

Network Technolog

y

Micromax

Nokia

Samsung

Lava

Lenovo

Karbonn

Sony

Gionee

Motorola

Overall Goal

CRITERIA

DECISION

ALTERNATIVE

S:

1)SAMPLE SIZE —600 RESPONDENTS

2) SAMPLE UNIT - DIFFERENT USERS OF SMART PHONE AGE GROUP (17-24)

3) SAMPLING AREA – JAIPUR & GUJARAT

4) SAMPLING TECHNIQUE - RANDOM SAMPLING TECHNIQUE

Offline Survey

Online Survey

Offline Survey

Online Survey

0.00000

0.02000

0.04000

0.06000

0.08000

0.10000

0.12000

0.14000

0.16000

0.18000

Brandname

OS COST A.S. H & D Feature N & T

Gujarat

Rajasthan

Criteria Gujarat Rajasthan

Brand name 0.12731 0.11734

OS 0.12309 0.12900

COST 0.13532 0.13835

A.S. 0.14543 0.15125

H & D 0.16380 0.15636

Feature 0.14415 0.15020

N & T 0.16089 0.15749

0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

Brandname

O.S. COST A.S. H & D Feature N&T

Lenovo

Micromax

karbonn

lava

Motoroal

Nokia

Sony

Samsung

Gionee

0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

Brandname

O.S. COST A.S. H & D Feature N&T

Samsung

Micromax

karbonn

lava

Motoroal

Nokia

Sony

Gionee

Lenovo

At Gujarat At Rajasthan

0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

Rajasthan

Gujarat

At Gujarat1.Gionee2.Nokia

At Rajasthan1.Samsung

2.Nokia

Rajasthan Gujarat

Lenovo 0.100259853 0.11315681

Micromax 0.106251857 0.09947018

karbonn 0.108758373 0.10933002

lava 0.113772219 0.11250850

Motoroal 0.110577741 0.11005071

Nokia 0.114020098 0.11602122

Sony 0.111161479 0.11528048

Samsung 0.115301159 0.09696404

Gionee 0.111661099 0.119397200

0.02

0.04

0.06

0.08

0.1

0.12

0.14

Lenovo Micromax karbonn lava Motoroal Nokia Sony Samsung Gionee

Rajasthan

Gujarat

The analytical hierarchy process uses scientific proof for evaluation of different criteria. It differs from conventional decision analysis methodologies by not requiring users to make numerical guesses. Limitation: cannot be used where decision problems cannot be structured hierarchically. In spite of these limitations, ahp is by far the most commonly used multi criteria decision making model since its formulation by saaty and kearns in 1985.hence, using ahp we conclude that, considering the following criteria – brand name, cost, operating system, available software, hardware & design, operating system, features; SAMSUNG is the best brand for youth in JAIPUR while GIONEE in GUJARAT