The analysis can be justified on the grounds that it will result in numerous benefits for consumers of smartphones, marketers of smartphones, and the academic world.
– To the consumers of smartphones: by helping to shed light on consumer behaviour, the study will help to identify any weaknesses in the consumer buying process. As such, it will help the consumers make better buying decisions and this help them optimize their purchases and get best value for their money, and also lead to higher levels of consumer satisfaction.
– To the manufacturers or marketers of smartphones: the study will help to shed light on the consumer decision making process with regards to the smartphone. As such, it will help the marketers of smartphones to more correctly and accurately understand their target markets, which will help them to design effective marketing mixes to elicit the desired responses (e.g. purchase intentions) which will help them increase revenues.
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