A study on Lifestyle segmentation approach towards smartphones

Abstract

Now a days usage of smartphones are increasing day by day. There are different reasons behind increasing
usage of smartphones. In our study we have tried to find out the factors affecting with preference towards smartphones.
According to how one lives we can decide the segmentation of that individual. In our study to reach the conclusion we have
contacted 210 people who are using smartphones. We have asked questions to the respondents related to lifestyle
segmentation approach towards smartphones and on the basis of responses received we can say that smartphones are very
important to show the status and lifestyle of the individual. The important factors which affect the usage of smart phones are
technology and features, influence by friends/ relatives and lifestyle of the individual.
Smart phones are available in all the price category in market. Age wise and gender wise there is no significant difference in
preference towards smartphones but Income wise there is a significant difference in the preference towards the smart phones.
Most of the people are using smart phones to stay connected with social media, to check emails and to play games.