My ci gii thiu ny n t bung la ha (3 slide)

Slide 4/ Background:
As we all know, smartphone become really popular for all people, especially in the
young. We can see in this chart, the rate of population using smartphone in HCM
city is raising rapidly day by day.
(bm 1 ci na, ci pie chart ny s hin ln ci hnh trc) Moreover, the smartphone
industry in VN is very potential for manufacturers. Thats reason why many bigger
manufacturers such as Apple, Samsung, HTC... compete with other to match the
demand of customer.
Slide 5/ Problem statements:
Every year, smartphone manufacturers introduce a lot of new models... and this variety
make customer are difficult in choosing mobile phone most of them have problem
because they cannot find the one match all of their criteria.
Slide 6/ Purpose research: c slide :v
Slide 7/ Now we come to the second part: Literature review. First of all, I will introduce some main
concept and definition related to our research
Smartphone: Up to now, there have been a lot of definitions for this concept and no
official one. According to Litchfield, 2010, Smartphone is a mobile phone that offers
more advanced computing ability and connectivity than a contemporary basic feature
phone. This seems to be a fairly simple and easy to understand definition of all the
definitions we can find.
Customer buying process: Consumer buying decision process is the process
undertaken by consumer in regard to a potential market transaction before, during and
after the purchase of a product or service (Sjolander.R, 1992)., According to John
Dewey (1992) the buying decision process consists of five stages: Problem
recognition, Information search, Evaluation of alternatives, Purchase decision,
Post purchase behavior
Purchase decision: The purchase decision is the fourth stage in the consumer
decision process and when the purchase actually takes place and could be disrupted by
2 main factors: negative feed back from others and level of motivation to accept the
feedback (Kotler, Keller, Koshy and Jha (2009)

Slide 8/ Next I want to review some related research

A research of Jari Salo (2001) Factors Affecting Consumer Choice of Smart Phones
showed that six factors characterize smart phone choice: New feature, Brand, Price,
Interface, Size, and Other factor (Salesman, service)

 Another study called Factors influencing the decision of smart phone purchasing
among youths of Dr. Manish Agarwal (2007) said that the youth preferred the
smartphones that has good features, good brand image and at reasonable price
We will adapt Dr. Manish Agarwal ( for 3 variables: Product feature, Brand and Price)
because:
- This research have the same object as our research: young customers.
- Secondly, in our research, we just focus on the products factor not social
factor or personal factor and this research have good direction in analyzing
these factors.
We will develop 2 more variables. Notice that recently, when launching new version of
smartphone, many producers pay much attention to the design (physical appearance)
and try to upgrade the operating system. In many previous research that we review,
there are some research focus on the relationship between these 2 factors and
customer choice of smartphone. For ex: (Ling, Hwang and Salvendy, 2007) research
and Han, Kim, Yun, Hong and Kim (2004) research. Therefore we decide to add 2 more
variables: design and operating system
Slide 11/ This model will be our conceptual framework with 5 independent variables:and 1
dependent variable: purchasing decision
Slide 10/ Research hypothesis:
Base on the conceptual framework, we have 5 hypothesis: c slide
Slide 11/ Research question
Main question is what factors of product influence decision of young customers when
they buy smartphone. Two sub-questions are how much these factors affect customers
decision and base on these factors, what producers and retailers need to do to increase
sale volume.
Slide 12/ Research design/methods
This study takes on the combined quantitative and qualitative approach of research. The
purpose of quantitative research is analyze the numerical data and construct statistical
models and the purpose of qualitative research is understand the situations and interpret
the workers thinking
Slide 13/ Research site
This study will be made in four districts in Ho Chi Minh City including district 1, district 3,
Binh Thanh dictrict and Thu Duc district. Because of characteristic of smart phone mostly

use by people having high in come and the purpose of this study is study on young adult
so we will mainly focus on people from District 1,3, Binh Thanh where people earns high
income and Thu Duc District where has a large number of young people.
Slide 15/ Respondents
The sampling will be every person who are 18 to 30 years old, regardless their occupation
or religious, from students to workers or staffs, household.

Sampling method
Because of time, human resource and budget constraint, this study will follow
convenience sampling method as the most suitable method. Respondents will be selected
because of their conveniently accessibility or easy access.
Sample size
In 1983, Gorsuch argued that the ratio between subject and variable must be at least 5:1.
This questionnaire includes 19 items. Therefore the minimum sample size should be
19x5= 95.
Moreover, according to Comfrey and Lee, 1992 the sample size should be determine on
the following scale: 50- very poor; 100- poor; 200- fair; 300- good; 500- very good;
1000 or more- excellent. Therefore, the sample size of this study is 300.
Slide 15/ Method of data collection
For our topic, it is necessary and more important to contact and commute with people to
figure out what they are thinking, what is happening in their mind and how would they
behave after those thought rather than just observe them in some smartphone store.
Therefore, we decided to use the communication study to collect data. In this method,
we will conduct two main activities: interview and survey with questionnaire (both online
and offline).
Slide 16/ Primary data and secondary data

In primary data collection, first we will interview 20-30 people for some initial main
factors or ideas for questionnaire. After that, we will collect secondary data by reviewing
of previous researches and related theories. Base on this data, we will design the
questionnaire for survey.
Slide 17/ Data collection
This chart describes the way that we are going to collect data for our research. Ri c
my ci step nh trong slide :v

Phn ny dnh ti lc ng bt show ci questionnaire ra th ni)

RESEARCH TOOL
We are going to use questionnaire in this research as a strong tool and appropriate to the kind of
this research. This questionnaire will involve two parts. The first one is demographic information

collecting general information of respondent such as: gender, hometown, job, the name of their
smart phone brand, incomeThe other is the factor effect customers buying decision.
The respondent are require judged something along an order dimension which is rating question.
They are asked to rate each of these factors at the following Linkerd scale
1=Strongly Disagree
2= Disagree
3= Neutral
4= Agree
5= Strongly Agree
Moreover, this questionnaire may involve some rank order question with the aim to examine how
customers evaluate the important of each factor to them. The respondent will be asked to choose
a respond from the most to the least
After these data is collected, it will be analysed by using SPSS software.