consumer bahaviour of purchasing mobile phones in ampara district, sri lanka
TRANSCRIPT
Consumer’s Buying Behavior
on Mobile industryGroup No:-01GROUP MEMBERS 1.Moh Moh Lwin2.P Rajarajan3.HRCS Bandara4.C David5.Dr MI.Siraj
WHAT IS CONSUMER BUYING BEHAVIOUR?• Consumer buyer behavior refers to the buying
behavior of final consumers—individuals and households who buy goods and services for personal consumption.
• Consumer market refers to all of the personal consumption of final consumers
Model of Consumer Behavior
The Consumer Decision Process• Five stages in the buyer decision process1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior
FACTORS INFLUENCED ON CONSUMER BUYING BEHAVIOR
Factors influenced on consumer behavior
Social and cultural determinants of Consumer behavior
Personal Determinants of Consumer Behavior
PERSONAL DETERMINANTS OF CONSUMER BEHAVIOR
SOCIAL AND CULTURAL DETERMINANTS OF CONSUMER BEHAVIOR
1. Needs and Motives
Need: an imbalance between a consumer’s actual and desired statesMotives: inner states that direct a person toward the goal of satisfying a felt need
2. Communication
Communicator’s primary objective is to reach Prospective customers and influence their awareness, attitudes and buying behavior. They spend a lot of money to keep individuals (markets) Interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. The advertisers Goals is to get enough relevant market data to Develop accurate profiles of buyers-to-find the common group (and symbols) for communications.
3. Perceptions
The meaning that a person attributes to incoming stimuli gathered through the five senses – sight, hearing, touch, taste, and smell.Perceptual screens:Perceptual screens: the filtering processes through which all inputs must pass
4. Learning– An immediate or expected change in behavior as a result
of experience.– The learning process includes the component of:
• Drive – any strong stimulus that impels action [fear, pride, hunger]
• Cue – an object in the environment that determines the nature of the consumer’s response to a Drive [ad for a restaurant]
• Response – a reaction to a set of Drives and Cues [go to the restaurant]
• Reinforcement – a reduction in drive that results from a proper response
5. Attitude
– A person’s enduring favorable or unfavorable evaluations, emotional feelings, or action tendencies toward some object or idea
– Attitude components:• Cognitive – individual’s information and knowledge about an
object or concept• Affective components deal with feelings or emotional
reactions • Behavioral – involves tendencies to act in a certain manner
6. Personality
• Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment.
7. GroupGroups whose value structures and standards influence a person’s behavior•Membership groups have a direct influence and to which a person belongs.•Aspirational groups are groups to which an individual wishes to belong.•Reference groups are groups that form a comparison or reference in forming attitudes or behavior.•Opinion leaders are people within a reference group with special skills, knowledge, personality, or other characteristics that can exert social influence on others
8. FamilyAutonomic role is when the partners independently make equal numbers of decisions.Husband-dominant role is when the husband makes most of the decisions.Wife-dominant role is when the wife makes most of the decisions.Syncratic role is when both partners jointly make most decisions.
9. Social ClassGroups whose rankings are determined by occupation, income, education, family background, and residence location
W. Lloyd Warner identifiedsix classes:
1. Upper-upper2. Lower-upper3. Upper-middle4. Lower-middle5. Working class6. Lower class
10. Culture
Culture: values, beliefs, preferences, and tastes handed down from one generation to the next.It is important to recognize the concept of ethnocentrism, or the tendency to view your own culture as the norm, as it relates to consumer behavior
Subcultures:Subcultures: subgroup of culture with its own, distinct modes of behaviorCultures are not homogeneous entities with universal values.Subcultures can differ by:
Ethnicity or NationalityAge or GenderReligion
Subject of the Study• The phone devices have had one of the fastest
household adoption rates of any technology in the world’s modern history.
• Consumers’ of mobile phone found throughout the world greatly influenced by those different factors affecting mobile phones purchase decision.
OBJECTIVES OF STUDY…• This studies indicated a range of items as a
determinant factor influencing consumer buying behavior (Individual factors and social cultural factors)
Conceptual frame work
Consumers as an Individual1. Consumer Motivation2. Personality3. Perception4. Learning5. Attitude for change6. Communication
Consumer in their Social and Cultural settings
1.Group2. Family, 3. Social class4. Culture, Sub culture, cross culture
Mobile phone buying Decision
RESEARCH METHODOLOGY
• Data Type – Data collection was by convenient sampling method.
• Tools For Data Collection- Questionnaires were given out
• Sample unit- General People who are using mobile phone
• Sample Size- 108 questionnaires were filled Make Effective Presentations
RESEARCH METHODOLOGY Cont…• Data Processing- Data was entered into SPSS20
Statistical package and analyzed graphically • Graphical Representation- Pie charts and bar
diagrams are used to explain the analysis
RESULTS AND DISCUSSION Cont……Personal information
• Gender
Discussion…….
Frequency Percent
Valid
Female 58 53.7
Male 50 46.3
Total 108 100.0
1. Gender.Male Female
RESULTS AND DISCUSSION Cont……Personal information Cont…
• Age
Discussion…….
Frequency Percent
Valid
16-30 80 74.1
31-45 16 14.8
below 15
7 6.5
above 45
5 4.6
Total 108 100.0
RESULTS AND DISCUSSION Cont……Personal information Cont…
• Income
Discussion…….
Frequency Percent
Valid
Below 15000
62 57.4
15001-30000
22 20.4
30001-60000
18 16.7
Above 60000
6 5.6
Total 108 100.0
RESULTS AND DISCUSSION Cont……Personal information Cont…
• Educational Qualifications
Discussion…….
Frequency Percent
Valid
Graduate 34 31.5
Diploma 23 21.3
Undergraduate 21 19.4
A/L 13 12.0
Up to O/L 10 9.3
Post graduate 7 6.5
Total 108 100.0
RESULTS AND DISCUSSION Cont……Personal information Cont…
• Occupation
Discussion…….
Frequency Percent
Valid
Student 64 59.3
Government 30 27.8
Private 7 6.5
Self Employment
7 6.5
Total 108 100.0
RESULTS AND DISCUSSION Cont……
Personal information Cont…• Current using Mobile• Question! Which brand of phone did you purchase last time?
Discussion…….
Frequency Percent
Valid
Samsung 51 47.2
Nokia 33 30.6
Apple 7 6.5
LG 5 4.6Sony 4 3.7
Micromax 3 2.8
China 2 1.9
Dialog 1 .9
E-Tel 1 .9
Tecmobile 1 .9
Total 108 100.0
RESULTS AND DISCUSSION Cont……Individual Factors
• Communication• Q! How do you know about this phone?
Discussion…….
Frequency Percent
Valid
Friends Recommendation 53 49.1
Advertisements 28 25.9
Internet 22 20.4Friends Recommendation,
Internet. 2 1.9
Internet, Advertisement 2 1.9
Friends Recommendation, Internet, Advertisement 1 .9
Total 108 100.0
RESULTS AND DISCUSSION Cont……
Individual Factors con….
• Learning• Q! What are the thing that usually do with yr ph?
Frequency Percent
Valid
Phone Call 40 37.0Phone Call, Text Message,
Internet Browsing20 18.5
Internet Browsing 15 13.9Phone Call, Text Message 15 13.9
Text Message 7 6.5
All 5 4.6Phone Call, Internet Browsing 2 1.9
Social Media 2 1.9
Internet Browsing, Social Media, Radio 1 .9
Text Message, Internet Browsing 1 .9
Total 108 100.0
RESULTS AND DISCUSSION Cont……
• Individual Factors con….• Learning
RESULTS AND DISCUSSION Cont……Individual Factors con….• Attitude• Q! What are the factors that attracted u to buy it?
Discussion…….
Frequency Percent
Valid
Brand 51 47.2Features 35 32.4
Price 12 11.1
Price, Brand 5 4.6
Brand, Features 3 2.8
Price, Brand, Features
2 1.9
Total 108 100.0
RESULTS AND DISCUSSION Cont……
Individual Factors con….• Motivation Q! Would u like to switch to another?
. Its too comfortable to manage my work
. Very simple and low price, I satisfy with it
. Current one is good enough for me
. If I get a better option
Discussion…….
Frequency Percent
Valid
No 40 37.0
May be 39 36.1Yes 29 26.9
Total 108 100.0
RESULTS AND DISCUSSION Cont……Individual Factors con….
• Perception • Q! Would u like to buy the same brand in the future?
• If another brand came up with better features than mine• Updated facilities to browse the internet• If it is smaller in size and well updated
• Discussion…….
Frequency Percent
Valid
May be 40 37.0
Yes 37 34.3No 31 28.7
Total 108 100.0
RESULTS AND DISCUSSION Cont……Individual Factors con….
• Personality • Q! How important do u think a brand is when u purchase a ph?
• Particular brand maintains the quality• To trust the product• Brand is determinant of the quality and expectation
Discussion…….
Frequency Percent
Valid
Important 84 77.8
Fair 22 20.4
Unimportant 2 1.9
Total 108 100.0
RESULTS AND DISCUSSION Cont……Social and Cultural Factors con….
• Family• Q! Who is your family influence the brand or model when u choose the ph?
• I become adult• My family never bother me on that
Discussion…….
Frequency Percent
Valid
Your self 80 74.1
Parents 13 12.0
Spouse 11 10.2
Children 4 3.7
Total 108 100.0
RESULTS AND DISCUSSION Cont……
Social and Cultural Factors con….• Groups • Q! Which group influence the brand and the model when u
choose the ph?
• I live in hostel with my friends• We are have friends• I do care about what my friends recommend me
Discussion…….
Frequency Percent
Valid
Friends 75 69.4Relatives 23 21.3
Working Groups 6 5.6Relatives, Friends 3 2.8
My Self 1 .9Total 108 100.0
RESULTS AND DISCUSSION Cont……
Social and Cultural Factors con….• Culture• Q! Does culture influence on your decision?
• I never worry about that• I think its not relate to culture• Its my own decision, no cultural influence
Discussion…….
Frequency Percent
Valid
No 80 74.1
May be 18 16.7Yes 10 9.3
Total 108 100.0
RESULTS AND DISCUSSION Cont……
Social and Cultural Factors con….• Social Class • Q! Does the social class important when u purchase a ph?
• Anyone can choose any brand• I don’t think so• Its own freedom
Discussion…….
Frequency Percent
Valid
No 46 42.6Yes 34 31.5
May be 28 25.9Total 108 100.0
THANK YOU