Chapter 5

Conclusions and Recommendations

This study aimed to investigate the factors influencing Bangkok people toward their decision to use operating systems: iOS and Android. In this regard, the study analyzed the relationships between users’ demographic profiles and other factors: price, appearance, specification, application, stability, compatibility, after-sale service, social acceptance and word-of-mouth effect that influence the decisions of the users. Survey questionnaires were used as an instrument to collect data variables from 404 Bangkok people who use iOS or Android system using convenience sampling. The demographic profile and users’ decision factors were analyzed using percentile distribution, mean, Standard Deviation (SD) while the chi square (�dc652) test and T-Test were employed to test hypotheses. The results were complied and presented as follows.

5.1 Conclusions

5.1.1 Demographic Profiles of Respondents

Results from descriptive analysis found that majority of the iOS respondents were female. Their ages were between 23 and 30 years old, holding bachelor degrees, having an income of 10,000 – 20,000 baht per month and they do not want to change to Android system. Majority of the Android respondents, however, were male. Their ages were between 23 and 30 years old, holding bachelor degrees, having an income of 10,000 – 20,000 baht per month and they do not want to change to iOS system.

In addition, main reason that iOS and Android respondents who would like to change to another mobile operating system was they would like to try both operating systems.

5.1.2 Influences of Marketing Factors on Users’ Decision to use iOS or Android

Studying factors were taken into account in this study price, appearance, specification, application, stability, compatibility, after-sale service, social acceptance and word-of-mouth effect. From the study we found that system’s stability was the most significant factor influence on iOS users’ decisions. Specification, however, was the most significant factor influence on Android users’ decisions.

5.1.3 The Relationships between Demographic Characteristics and iOS and Android Users

One objective of the research was to study which of the demographic factors that influence the demand of the people to use iOS or Android. The results from descriptive analysis found that tourists with different demographic profiles namely education level, income level, and changing operating system were no different in their decisions to use iOS or Android while their gender and age have relationship with the decision.

5.1.4 The Relationships between Marketing Factors and iOS and Android Users

The objective of the research was to study which factors that influence the demand of the people to use iOS or Android. The results found that there was the relationship namely appearance, specification, application, stability, compatibility, after-sale service, social acceptance and word-of-mouth effect has a relationship with the decision to use iOS or Android while only price has no relationship with the decision.

5.1.5 Factors that Affecting decision of application developer and private companies to develop iOS or Android application

Another objective of the research was to investigate which factors that affecting decision of application developer and private companies to develop iOS or Android application. From the study we found that the main factor which the company use in Application development Decision is number of user. The Company will decide to develop appliaction on OS that have more user, then they will develop application in other OS later.

For Developer, the main factor that uses for Application development decision is up to the request from customer, because there are on difference in develoment of these 2 OS. They just use differrence programming language that every developer know how to use.

5.2 Recommendations

1. Finding from Relationships between Demographic Characteristics and iOS and Android Users revealed that gender and age have relationship with the decision. A woman will choose iOS more than guy but guy will choose android more than woman, so the company can use this information to planning the proper marketing plan to increase the sale volume.

2. Finding from The Relationships between Marketing Factors and iOS and Android Users revealed that only price has no relationship with the decision, so these will lead us to the conclusion that the smartphone user either iOS or Android give the value in price at the same level.Therefore, The marketing planning should focus on other factor than price. Refer to the finding from Influences of Marketing Factors on Users’ Decision revealed that the consumer use iOS because the system are stable and use Android because of specification. These information can be used for planing Marketing plan, for example, Apple inc. should delelop devices to be more stable in any iOS versions. And Android vendors should develop devices to be higher specification.

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