Factors contributing to the penetration and use of smartphones in Westlands Kenya
Gachanja, Joseph K
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In order to keep up with the competition and changing consumer needs and wants in the competitive business environment, Smarphone manufacturers need position their products effectively in the market in order to achieve their long tenn objectives. Positioning strategies should be based on the Product, price, place and promotion. The objective of the study was to determine the factors that contribute to the penetration and use of SmartPhones in Westll~ Nairobi Kenya. In methodology, the study adopted a descriptive survey. The target population for this study was Smartphone users and owners in Kenya. This study utilized an online questionnaire as the data collection tool. Data collected was analyzed through descriptive statistics with the help of SPSS. The. study established that most of the consumers were influenced by their friends and family members to purchase a smart phone. The studr identified that the fascinating features of the Smartphone which included aesthetics, design and appearance increased the usage and penetration of the Smartphone in the market. It was established that Social class played a major role in the usage and penetration of the Smartphone in the market. It was established that business application features of the Smartphoned increased the usage and penetration of the Smartphone in the market. The study found out that Smartphones were perceived as expensive and targeted a particular social class. Therefore, the study recommends that the government should intervene by reducing levies charged on mobile phone dealers thus making it easier for ordinary Kenyans to purchase Smartphones.