nilabh colors report_finnal

8/8/2019 Nilabh Colors Report_finnal

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Summer Training Report on

EFFECT OF ADVERTISEMENT ON

CONSUMER BUYING BEHAVIOR.

Submitted By

NILABH KUMAR

PGDM

(2009-2011)


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Summer Training Report

On

An analysis of effect of advertisement on consumer buying behavior for

purchasing mobile handset with special reference to colors mobile

Under the supervision of: Faculty Guide:

Mr. Shahnawaj Khan Prof . Mukesh Porwal

Marketing Manager Chairperson PGDM

(Colors mobile) ITS Ghaziabad

In partial fulfillment for the requirement of the Two Year Full Time

Post Graduate Diploma in Management (PGDM)

At

I.T.S MOHAN NAGAR

GHAZIABAD

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DECLARATION

I hereby declare that the An analysis of effect of advertisement on consumer buying

behavior for purchasing handset with special reference to colors mobile. submitted in

partial fulfillment of requirement for the Two year PGDM is completed by my own

effort and it is true and real to the best of my knowledge Also the report

presented has not been published anywhere else.

Nilabh Kumar

Institute of Technology & Science

Ghaziabad

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CERTIFICATE

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ACKNOWLEDGEMENT

This project was an insightful experience wherein I was made to realize the nuance and dynamics

of consumer buying behavior.

I would like to thank Mr. Shahnawaz Khan, Marketing Manager(Colors mobile).for not only

giving me the opportunity to work on this project, but also providing me with sound guidance

and the necessary facilities to carry out the project. I thank her for giving me numerous

assignments beyond my project and expose me to the entire gamut of activities in the field of

sales & services and made me to learn more beyond my project.

My sincere thanks to Ms. Nabanita Baruah, Manager HR (Colors mobile) for her support and

constant guidance. Her clarity of thought and penchant for details motivated me to work to the

best of my ability. My sincere thanks to Prof. Mukesh Porwal who laid the stepping stone for me

and gave valuable guidance as a faculty guide whenever needed.

Last but not the least, thanks are also due to innumerable other people, including my faculties,

my friends and seniors whom I have not mentioned but nonetheless have played an important

role in making my summer training a memorable one.

Nilabh Kumar

Institute of Technology & Science

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PREFACE

World is widening up & we cannot be confined to one place. In the present era of Liberalization,

Privatization, Globalization (LPG) & it can never be possible to make a mark in todays

competitive environment. In India, business and industrial management activities is a base for the

country.

With an outlook of the importance of practical aspects of business mgt. Institute of

technology & science (I.T.S) has subscribed the subject, summer Training as a part of syllabus

of PGDM Where by the students have to take initiative training in various field. Marketing

research is a very important part for every company. This is very important to know the buying

behavior of consumer.

I am very glad to have got a chance of getting training in a reputed company Colors

TeleTech Pvt. Ltd. for a period of 60 days on effect of advertisement on consumer

buying behavior, Buying Behavior of consumer and Importance of Various Attributes,

while purchasing a mobile handset.

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INDEX

Page no.

1. Executive Summary 8

2. Introduction

i) General overview 9

ii) Company Profile 12

iii) Product Profile 15

3. Review of literature 19

4. Objectives of the study 23

5. Research methodology 24

6. Data Analysis 28

7. Findings and Conclusion 54

8. Recommendation 58

9. Limitations 59

Bibliography 60

Annexure

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Executive Summary

The Research Report Program is designed to give the impact to a candidate who would be

the manager of future. It gives experience of current happenings and market position. The real

life situations are entirely different from stimulated exercise enacted in an artificial environment

inside the classroom, it is because of this reason that the Research Report Program is designed so

that the managers of tomorrow, do not feel odd when the time comes to hold the responsibility.

The experience that I have gathered during my Research Project has certainly provided me a

remarkable experience, which I believe that will help me to shoulder any assignment successfullyin future.

Consumer buying behavior is changing day by day. This is very important to know what

is going on in customers mind. To know about consumer preferences, we did the marketing

research. The objective of Colors TeleTech Pvt. Ltd. to carry out the research to find out the

importance of various attributes for customer while making purchases from mobile stores in

Delhi region Their motive was also to find out that actual position of their own Brand Colors

mobile in effect of advertisement on consumer buying behavior.

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GENERAL OVERVIEW

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INTRODUCTION

In retailing consumer is the king. Retailers always try to fulfill their consumer needs. Retailer

always try to know what is going on in their consumers mind. For knowing this marketing

research is very important. This is the process through which we would be able to know about

customers preferences.

What are the effect of advertisement on consumer buying behavior. We did marketing

research for that. Detailed research work has been undertaken keeping in mind the three stage

research design process. The survey was carried out in and around East Delhi Region with a

sample population of 300. The research process at the stand alone stores was done in thefollowing steps:

We select an area which is to be covered and where stand stores of Mobile.

Then we meet customers who are the existed customers of colors mobile and collected basic

information regarding their preferences and attributes importance in their decisions through

our questionnaire.

Then we meet that category of customers too who have used colors mobile and other brands,

to collect information for comparative Analysis. We also find out that whether they are aware

of colors mobile and if they are not aware then we make them aware of.

Descriptive research was undertaken to know about customer expectations and actual ability of

these stores to satisfy the consumers stated and latent needs. In this Research Program various

group of customers are surveyed primarily to find out their requirements and their opinion

regarding services provided by them.

Data collection was done by personally visiting the respondents in the store and in an area of 100

mtrs. around the store.

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The findings were intriguing. Overall Research shows that customers need a good combination of

Product Range & availability, customer services, offers and schemes and one more thing that isRetail Brand. Customers have also responded about the attributes which they consider important,

most important and not so important .In Research Program we also checked out about awareness

in people Regarding Colors mobile as Brand & made people aware who are not aware of it.

As many competitors of Colors Mobile are already playing in market it is easily

interpretive that the fight for market share in this segment is fuelled by unparalleled competition

from not only major brand offerings from The Mobile Store, Hot Spot, Nokia Care etc but from

unorganized local Dealers too. Competitor analysis was done to get the real picture. The major

purchase decision influencer in this case is the price factor.

After this we did another marketing research. Our second research was basically based on

Rikshaw wala, autos and texi drivers. For this our sample size was 100.

Behind this research Colors Group purpose was to know the behavior of consumer when

he goes to purchase a mobile handset. What attributes he keeps in his mind before

purchasing.

Comprehensively it can be concluded that Colors Mobile has huge potentials in future. The

customers are increasingly taking a note on the benefits of purchasing handsets from a Branded

outlet and in the near future it is poised to grab higher market and better acceptability even with a

higher price brand.

By going through this research one can find my work more informative and interesting by

knowing the various view point of the respondent. The findings and interpretation gives a clear

picture about the streamlining the sale. Of course, even study has some limitation so on this study

there are some, which is listed on the last.

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COMPANY PROFILE

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Colors Tele Tech Pvt. Ltd

a newly launched organization under the stimulus of Lucky Group, which comprises of

numerous industries, trading and wholesale outlets of various products on sole agency dealership

as a motto to commit and bring the notion of brand building to a whole new platform . Fueled by

its directors uncompromising vision to provide quality services, the group today has the ability

to shoot brand and companies into the top spectrum of their respective markets.

About Lucky Group Colors TeleTech Pvt. Ltd.

A latest addition to the organization umbrella of Lucky Group, Colors TeleTech Pvt. Ltd. is

established to cater to the rapidly growing Telecommunication and IT sector in India by

developing and marketing communication devices. The firm operates through a number ofdistributor and retailer base across the country. The strong supply chain network of the company

has enabled Colors TeleTech Pvt. Ltd to venture into GSM and CDMA mobile handset market

with launch ofCOLORS Brand in the country.

Colors TeleTech Pvt. Ltd. Enjoys strong business association with exclusive list of supplier for

the development of mobile handsets and accessories for India market.

Colors-Mobile Colors TeleTech Pvt. Ltd. Is also looking forward in working with CDMA and

GSM telecom operators in India to explore potential business opportunities and provide the

operators with inputs to bolster the industry and keep pace with the international technology.

Companys vision is to offer quality product and service for telecom and sector and to be the

premier mobile handset player (both GSM & CDMA) in the country.

We are the committed in providing technologically advanced and contemporary handsets to our

customers with a dedicated interest in after sales service.

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India ke har dil ke liye

Ek India ka mobile

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PRODUCT PROFILE

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PRODUCTS

BUSINESS PHONE

From research to presentation, everything about your business, now on the go, For the highly

mobile professionals, the Colors Q Series keeps you in sync with the office without losing

touch with the rest of the world. Offering true efficiency, flexibility and control, this mobile is

made for those who are passionate about balancing business with pleasure. Whether it's

business or social, colors Q1 helps you keep in touch with life with Dual SIM Feature.

Q1 Q5 Q7 W1

MULTIMEDIA PHONE

Go beyond entertainment with the new series of multimedia Phone. Enjoy a non- stop supply

of entertainment, songs Videos, FM, High Resolution Camera, and many more Exciting

Features, so that your world of entertainment is right there in your pockets.

G-206 (Yana) G-215 CG-111

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http://www.colors-mobile.com/pro-multimedia-phones-s007.htmlhttp://www.colors-mobile.com/pro-multimedia-phones-cg111.htmlhttp://www.colors-mobile.com/pro-multimedia-phonesg215.htmlhttp://www.colors-mobile.com/pro-multimedia-phones-g206.htmlhttp://www.colors-mobile.com/pro-business-phones-cg1.htmlhttp://www.colors-mobile.com/pro-business-phones-w1-2.htmlhttp://www.colors-mobile.com/pro-business-phones-q7.htmlhttp://www.colors-mobile.com/pro-business-phones-q5.htmlhttp://www.colors-mobile.com/pro-business-phones-q1.html


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SMART PHONE

Its Dual Dhamal with Dual SIM Colors mobile phones. Now keep your work related callsand personal calls separate at the touch of a button.

Colors Smart series comes with two separate SIM card slots, giving you the convenience of

two different phones in one handset. Now pick and choose between economic calling plans

and more than one service carriers so that you keep your work and pleasure away from each

other but still easily accessible.

G 200 G 203 G 205 G 205i

QURAN PHONE

Bring home a unique Colors 786 Series, Quran enabled phones that recites verses form the

holy quran. With full text & audio synchronised display of othmanic script, the recitals are

performed by well known Saoud Al-Shuraim and Sheikh Abdul Rahman Al Sudais. The 786

series is indeed an interesting and innovative addition to the world of mobile phones.

G-786Q

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http://www.colors-mobile.com/pro-quran-phones-g786q.htmlhttp://www.colors-mobile.com/pro-quran-phones-g786.htmlhttp://www.colors-mobile.com/pro-smart-phones-g222.htmlhttp://www.colors-mobile.com/pro-smart-phones-g205i.htmlhttp://www.colors-mobile.com/pro-smart-phones-g205.htmlhttp://www.colors-mobile.com/pro-smart-phones-g203.htmlhttp://www.colors-mobile.com/pro-smart-phones-g200.html


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OUR COMPETITORS

Nokia

Samsung

Micromax Lava

Karbon

Spice

Onida

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REVIEW OF LITERATURE

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REVIEW OF LITERATURE

Definition of Cellular/Mobile phone..

www.wikipedia defines cellular phone as:

The Cellular telephone (commonly "mobile phone" or "cell phone" or "handphone") is along-

range, portable electronic device used for mobile communication. In addition to the standard

voice function of a telephone, current mobile phones can support many additional services such

as SMS for text messaging, email, packet switching for access to the Internet, and MMS for

sending and receiving photos and video. Most current mobile phones connect to a cellular

network of base stations (cell sites), which is in turn interconnected to the public switched

telephone network (PSTN) (the exception is satellite phones. Cellular telephone is also define asa

type of short-wave analog or digital telecommunication in which a subscriber has a wireless

connection from a mobile telephone to a relatively nearby transmitter. The transmitter's span of

coverage is called a cell. Generally, cellular telephone service is available in urban areas and

along major highways. As the cellular telephone user moves from one cell or area of coverage to

another, the telephone is effectively passed on to the local cell transmitter. A cellular telephone is

not to be confused with a cordless telephone (which is simply a phone with a very short wireless

connection to a local phone outlet). A newer service similar to cellular is personal

communications services (PCS).

Brand preferences and advertisement..

Students leant about cellular phone from many sources, mainly from friends and families,through

advertisement and from their own experience. Whether promotion and advertising hurt or help a

brand is under-researched (Mela, Gupta & Lehman, 1997). In the long-run, advertisement help

brands by making consumer less price sensitive and more loyal. Exposure of an ad is crucial tobe effective in changing consumer knowledge, attitude and behaviour (Evans,Moutinho & Van

Raaj, 1996). And for the ad to be seen, it must grab the attention of its target audience.Ads

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originality as defined from Pietes, Warlop and Wedel, (2002) were easier for customer to

remember than ordinary ads by increasing attention to it. This thus increased attention to thebrand being advertised.

Definition of Advertising

Advertising is a form ofcommunication intended topersuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name

of a product or service and how that product or service could benefit the consumer, to persuade a

target market to purchase or to consume that particularbrand..

In building brand preferences, Alreck and Settle (1999) proposed six

strategies:

1 Need association- the product/brand linked to need through repeated messages.

2 Mood associations- brands should be associated with good feelings through

slogans, songs.3 Subconscious motivation-use of symbol to excite consumers subconscious motives.

4 Behaviour modification-consumers are conditioned to buy the brand by controlling cues

and rewards.

5 Cognitive processing-penetrating perceptual and cognitive barriers to create favourable

attitudes towards the brand/product.

6 Model emulation- portraying idealized lifestyles for consumers to imitate.

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http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Brand


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Consumer behavior

definition of consumer behavior

"The study of individuals, groups, or organizations and the processes they use to

select, secure, use, and dispose of products, services, experiences, or ideas to

satisfy needs and the impacts that these processes have on the consumer and

society."

Lars Perner.

Consumer behavior is the study of when, why, how, and where people do or do not

buyproduct. It blends elements frompsychology, sociology,social anthropology and economics.

It attempts to understand the buyer decision making process, both individually and in groups. It

studies characteristics of individual consumers such as demographics and behavioral variables in

an attempt to understand people's wants. It also tries to assess influences on the consumerfrom

groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing the

three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for

customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of

marketing through the re-affirmation of the importance of the customer or buyer. A greater

importance is also placed on consumer retention, customer relationship management,

personalization, customization and one-to-one marketing. Social functions can be categorized

into social choice and welfare functions.

References

Sandhusen, Richard L.: Marketing (2000, S. 218)

Sandhusen, Richard L.: Marketing (2000, S. 219)

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http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumer


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OBJECTIVES

PRIMIRY OBJECTIVES..

1. To find out the brand awareness in the mind of customers.

2. To find out the priority and importance of various attributes , while purchasing a mobile

handset.

SECONDARY OBJECTIVES...

3. Do a comparative analysis of attributes based on customers overall experience at mobile

store.

4. To understand the buying behavior of this cluster (rikshawala, taxi and auto drivers).

5. To check out the cluster group as prospective mobile handset consumers.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Customer Satisfaction is the crux of the success of any company. To achieve success, the

foremost thing is to be in pace with the customer needs. Clear, consistent and systematic

improvement is necessary to demonstrate that customer satisfaction is a strategic Business

objective.

Hence, a research should be a step towards the awareness of the expanding needs of the

customers and thereby to meet them. Just as many dissatisfied customers do not register formal

complaints, satisfied customers may not provide the feedback necessary to understand as to whythe satisfaction has occurred. Hence, a detailed research is required to know as to what is lacking

in the system and what can be done thereof.

A recent study of the corporate world has clearly established the fact that only such of those

corporations which have given their customers maximum value for their money, have survived

and further, only such of those companies that have gone beyond the stage of satisfying the

customers into delighting them by exceeding their expectations have really grown beyond ones

wildest dreams.

This section of the project emphasizes on the procedure used to accomplish the project. To

accomplish the project some data have been collected. The data collected basically of two types:-

Primary data.

Secondary data.

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Primary data :-

Primary data generally means those raw data or data structures that are collected first hand and

have not had any previous meaningful interpretation. For my summer Internship Project Report,

I have collected such primary data through Questionnaire and through personal interaction with

Customers groups as of buyers ,browsers , etc. visiting stores.

Research design :-

For this I have conducted structured interviews because my research topic could not have been

justified with a unstructured interviews cover.

Sampling method:

For the structure interview, I have selected the judgmental sampling method because I got

different Areas of East Delhi visited to various stand stores as per my guide are concerned.

Sample size : 100 sample of store visitors and 200 sample of customers, bought

handsets(100) and not bought(100).

Sample area : The interview was conducted in certain stand stores in various locations of

East Delhi.

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Research Process:- The project was completed in the following stages:

Stage 1:

Understanding the Project:-

Firstly I was enriched with the detailed information about the working procedure of Colors

TeleTech Pvt. Ltd. This provided me with a better picture of the nature of the work to be done.

Stage 2:

Problem definition and research design:-

The objective was set and sampling, methodology was determined. So I took sample size-300

(100+200) of visitors and actual customers along with the expert guidance of my project guide

got a well-defined questionnaire.

Stage 3:

Data Collection:

More than 300 Respondents were visited. And data collection had done with the help of

questionnaire and personal interview. Respondents were actual Buyers, Browsers, Recharge and

Accessory seekers person area wise which can see.

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ANALYSIS

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First Objective:-

To find out the priority of various attribute, while purchasing a handset.

Sample size- 100

Findings

43% customer walk in to store to get recharge & 30% are browser.

Only 12 % customer has bought handset.

RESULT

Foot fall conversion ratio (1:7.33) is very low i.e. 12%.

30% of customers were browsers and we can convert them into our potential customers.

because few of them want to buy handsets but due to some reasons they didnt buy.

And we can create awareness among rest of the customers.

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Findings

If we segment the store walk ins on the basis of gender than we can find that ratio of

male : female = 3.76:1

Result

Male segment is more interested in handset in the comparison of female segment.

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Findings-

Product availability is the most important factor while making purchase decision

followed by retail brand, staff experience and offers & schemes respectively.

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Attributes ranking based on priority, while purchasing a handset

Must have attribute

Findings

Product range(54%) , lowest price(47%) , latest handset (49%)must be available in the

store when a customer is going to purchase a handset

Result

We need to focus on these three attributes because most of the customers ranked these as

Must Have attribute.

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Important attribute

Findings

As we can see in the graph these attributes ranked as important attributes.

Result

Important is a considerable scale , so these areas should be strong and we cant take these

areas lightly.

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Not so important

Findings & Result

price negotiation and free gifts are not so important factor for customer when he is going to

purchase a handset.

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Conclusion

Attributes was ranked on the basis of these three rankings and the questions were asked inside the

store to 100 customers. Some of the attributes which are the requirement of our customers out of

these should be our strong area and along with them we have to work on our competency.

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Frequency of mobile handset up gradation

Findings: 42% Respondents (out of 100 respondents) do not upgrade their handset until required.

Questions were asked outside the store at a distance of 100m. Approx.

Result : 39% Respondents (out of 100 respondents) upgrade their handset once in a year and

19% upgrade their handset once in a six month

So 58% customers are our potential customers so we should target this segment.

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Findings : customer response shows most of the customers(26%) are unaware of Colors mobile(

because survey done with in particular area.) but 74% respondents are not aware that colorsmobile is branded phone. they are aware just because of near proximity.

Result- Branding problem.

Aggressive promotions required to get more and more.

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Competitor Analysis

Colors Mobile

&

Other Brands

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Competitor Analysis

Colors Mobile Karbon

Q1 - price- 3300 K442 - price-3200

Colors Mobile Lava

Q1 - price - 3300 KKT 24/25 - price-2900/3000

Colors mobile Intex

Q1 price - 3300 I smart price- 3000

Colors Mobile Intex

G 205- price - 2200 2040E price - 1900

Colors Mobile Karbon

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PROMOTIONAL ACTIVITIES

Colors retail shop colors retail chain where we were entrusted with the promotion of

colors mobile.

The sight of canopy at seelampur (East Delhi).The canopy wasinstalled which wasthe essential part of the promotional activities meant for gaining advertisement effectiveness inEast Delhi region at seelampur, jhilmil, laxmi nagar.

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SWOT ANALYSIS

STRENGHTH

AVAILABILITY OF RESOURCES

AFFORDABLE PRICE

SUPPLY CHAIN MANAGEMENT

TRAINED STAFF

LOCATION

WEAKNESS

ADVERTISING AND PROMOTIONAL PROBLEM

BRANDING PROBLEM

AMBIENCE IN OUR STORE

INLEXIBILITY IN SYSTEM

As such no specific website

Opportunity

Urban youth: Distinct mobile needs

Most entrants are new, few established competitors

58% POTENTIAL MARKET( CUSTOMER WHO UPGRADE THEIR HANDSET

WITH IN 6 MONTHY OR IN A YEAR. If latest handset & product range will be

available in our store at lowest price than we can target them and positioning can be done

on the basis of these attributes)

THREATS

Rising Retail Costs

Falling Handset prices - lower margins

Saturation - Mobile penetration in excess of 40%

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SURVEY ANALYSIS

Research Methodology

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Descriptive research design based on sample size of 200 respondent(100 CUSTOMER

WHO BOUGHT COLORS MOBILE,100- WHO DID NOT BUY HANDSET COLORS

MOBILE)

Data collection method primary data

Sample segment- Colors mobile customer

Tools of data collectionQuestionnaire survey.

Reason for buying handset of colors mobile from stores.

Findings

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On going schemes (Like:- 2 GB memory card free)(12%)

References ( Friends, Son, Relatives, Colleagues, Husband)(11%)

Repeat Purchases (majorly due to helpful staff)(10%)

Comparatively low price of certain handsets (majorly Nokia, Samsung, Lava,

karbon, Intex, etc.)(20%)

On employee suggestions. (Convinced to purchase alternative handsets)(30%)

Conclusion

Customer is price sensitive because if we see the bar graph than we can find that 20%

customer has bought handset from our store because of low prices

30% customer bought because of skilled staff because they had convinced them to purchase ahandset.

Customer who did not buy handset of colors mobile (reason for not buying)

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Findings

Lack of Competitive Pricing (21%) Example:- INTEX, LAVA, KARBON.

o Poor Store Ambience (7%)

(Mayur Vihar, Lakshmi Nagar, Vishwas nagar, seelampur)

Required Handsets are not available (17%)

Like Q1 , G205i, Q5, Q7.

o Overall Product range is not available in Mobile store.(16%)

Conclusion

Product range , latest handset and lowest prices are the factors which must be in the store

when customer is going to purchase a handset but these are not available in our store socustomer did not buy.

ANALYSIS (Rikshaw, Texi, Autos)

Do you have mobile phone?

YES NO

83 17

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MODEL

Result:

Customers response shows that 40% customers have NOKIA mobile phone.

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Planning for purchasing a mobile handset.

Result: 30% customers are planning to purchase NOKIA mobile

phone only. And 15% Colors mobile and big competitor Karbon mobile 15% also,

Tata handsets 6% and Reliance handsets 8%, customers are planning to buy the

Mobile handsets.

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Why did you purchase this mobile phone only?

Result: 41% customers are saying that they purchased this mobile phone

because of reasonable price and battery backup is very nice, and

1 year warranty also best part of this mobile.

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Connection

Result:

31% customers have IDEA connection in their mobile phone and Airtel

Connection but very impotent think is that Reliance and Tata users are

also mark able a big target customers but that area we did not launch

dual sim CDMA phone in cheapest price.

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Why did you get this connection?

Result: 40% customers are saying that they have this connection because of low call charges

so opportunity of CDMA handset will be bright in future with low price.

Use of mobile phone.

Result: 71% customers are using their mobile for calling.

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RANGE

Result: 63% customers are saying that their price range is 1000-3000.

From where do you purchase your mobile phone?

Result: 73% customers are Purchasing their mobile phone from a small retailer.

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IF colors mobile will offer you good schemes on mobile phone will you come ?

Result: 58% customers say that yes and 42% customer say that no.

Which scheme will you prefer?

Result: 31% customers say that they prefer gifts when they go for purchasing

a mobile handset.but 40% prefer price discount on mobile phone.

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If we will provide you new mobile with same range of your second hand mobile,

will you to buy.

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FINDINGS AND CONCLUSION

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FINDINGS AND CONCLUSION

The most important factor is customer satisfaction for any success for any kind of

business. This also helps companies to consider as to how they might improve customer

retention in todays competitive market environment.

After analyzing the research we found that there are many places where Colors Mobile is

lacking behind in comparison of Mobile handsets in the store. People are not aware about

Colors mobile. They dont know that this is a brand. Colors Mobile promotional schemes

are not good. People dont feel good when they enter in store, because store ambience is

not good. We found that sales persons are very helpful. They are able to increase sales,

but company is not cooperating with them.

So this study gives us more insights and answer few questions like are Customer more

concerned about the convenience issue such as user-friendly service, or by the use of

technology? Or are customer more focused on how Frontline staff delivers the services?

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Where Colors Mobile is lacking :-

After the analysis we got that there are some places where Colors Mobile is lacking.

There are some aspects where it should try to emphasize. Because of competition it is very tough

to increase footfall in the store, but if we will try to improve our services, then it can be possible.

There are some points where Colors mobile is lacking:-

Availability of latest handsets

Product Range is not available

Dummies are not available

Lesser free gifts and after sale services on Products

Store ambience is not good.

High Prices on certain Handsets in comparison to other company handset.

promotion & Advertising is less effective

Schemes and offers are not attractive.

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CUSTOMERS FEEDBACK

Colors mobile looks like a local handset or Chinese mobile sets.

-customer (seelampur)

Store is in corner and not easily visible and colors mobile not available in every mobile

stores like Nokia.

-customer (laxmi nagar)

Colors Mobile stores doesnt match the standard of others brand like spice.

Mr. Manish (jilmil)

There is no specific website of colors Mobile, with features where other mobile have

there websites.

Ms. Apoorva (Welcome)

Customer positive feed back

Staff at mobile stores is very helpful, they helped us to make a right choice because they

have good product knowledge.

Miss Swati (jhilmil)

I m ready to buy any set from your store on your suggestion because I have full faith on

you. Customer has bought 2-3 handset in last 4-5 months.

Mr. Amit (brahampuri)

I customer came for recharge and told that I was not aware about this brand but next Ill

purchase from here only.

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Mr Thankamma (seelampur).

7. RECOMMENDATIONS:

After analyzing the data and conducting the survey the following recommendations can be

done for the Colors Mobile. So as to improve its performance and capture the untapped market.

1 Presently the major problem is regarding the availability of handsets. Most of the handsets

are out of stock. When customer enters in store he thinks that the mobile which he wants

that should be available here. But when he doesnt get the mobile handset which he wantsit increases dissatisfaction of customers.

2 Attractive offers and after sales service are the two major outcomes behind the purchase

of bundled handsets. So in order to strengthen its position in the market Colors Mobile

Store should try to establish more strong after sales service network. in order to attract

new customers new and more affordable scheme should be introduced in the market place

often.

3 The present range of handsets offered by Colors Mobile store is not sufficient. The

company need to make available the handsets which are in between medium and high

range as it was heavily demanded by both consumers and retailers during the course of

survey.

Colors Mobile should try to emphasize on Promotional schemes.

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8. LIMITATIONS OF THE STUDY

1. Some of the respondents refused to fill the questionnaires.

2. The responses may vary as some people did not want to come up with real answers.

3. The people were busy in their own work so they might not have given actual responses.

4. Limitation of time.

5. The survey is conducted only in few areas of East Delhi, hence the results may vary inother parts of the cities.

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BIBLIOGRAPHY

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Book CONSUMER BEHAVIOR THE PSYCHOLOGY OF MARKETING

Name of author - Lars Perner

Websites

Title of Article -Consumer research methods.

Name of author - Lars Perner

http://buad307.com/PDF/Secondary.pdf.

http://buad307.com/PDF/ResearchMethods.pdf

www.wikipedia.com

www.articlesbase.com

Name of Author - Roberto Davis

Article Tags:

Behavioral Marketing

Behavioral Marketing Daily,Behavioral Expertise Targeting,

Behavioral Targeting.

Source: http://www.articlesbase.com/marketing-articles/identify-your-potential-consumer-

through-behavioral-targeting-188108.html

62
http://buad307.com/PDF/Secondary.pdfhttp://buad307.com/PDF/ResearchMethods.pdfhttp://www.articlesbase.com/authors/roberto-davis/28668http://www.articlesbase.com/article-tags/BehavioralMarketinghttp://www.articlesbase.com/article-tags/behavioralMarketingDailyhttp://www.articlesbase.com/article-tags/behavioralExpertiseTargetinghttp://www.articlesbase.com/article-tags/behavioralExpertiseTargetinghttp://www.articlesbase.com/article-tags/behavioralTargetinghttp://www.articlesbase.com/marketing-articles/identify-your-potential-consumer-through-behavioral-targeting-188108.htmlhttp://www.articlesbase.com/marketing-articles/identify-your-potential-consumer-through-behavioral-targeting-188108.htmlhttp://buad307.com/PDF/Secondary.pdfhttp://buad307.com/PDF/ResearchMethods.pdfhttp://www.articlesbase.com/authors/roberto-davis/28668http://www.articlesbase.com/article-tags/BehavioralMarketinghttp://www.articlesbase.com/article-tags/behavioralMarketingDailyhttp://www.articlesbase.com/article-tags/behavioralExpertiseTargetinghttp://www.articlesbase.com/article-tags/behavioralTargetinghttp://www.articlesbase.com/marketing-articles/identify-your-potential-consumer-through-behavioral-targeting-188108.htmlhttp://www.articlesbase.com/marketing-articles/identify-your-potential-consumer-through-behavioral-targeting-188108.html


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ANNEXURE

QUESTIONNAIRE

1) Please rank the following attributes based on priority while purchasing a handset.

Attributes Rank

Product ..

Customer Service ..

Offers ..

Retail Brand ..

2. Please [ ] the following attributes based on importance, while purchasing a mobile handset.

Attributes Not so Important Important Must have

Product specific

Product Range

Latest Handsets

Lowest Price

Offers Running

Value Added Services

Service Specific

Helpful Staff

Product Knowledge

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After Sales Services

Offer Specific

Free Gifts

Price Discounts

Price Negotiation

Store Specific

Proximity (Near to home

/ workplace)

Ambience

3) How often do you upgrade your mobile handset?

a. Once in six months

b. Once a year

c. Not until required

4) If you have to buy a handset, where would you prefer to buy it from?

a. Mobile Store

b. Hotspot

c. shopping mall

d. Others (please specify)

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5) Are you aware of Colors Mobile?

a) Yes b) No

6) Are you aware that Colors Mobile is a branded phone?

a) Yes b) No

7) How did you get to know about Colors Mobile?

a. Advertisements

b. Reference

c. Promotional Campaigns

8) Please [ ] the attributes based on your overall experience at THE mobile Shop on a scale of 1-5.

(1= lowest, 5=highest)

Attributes 1 2 3 4 5

Product Range

Latest Handsets

Lowest Price

Value Added Services

Helpful Staff

Product Knowledge

After Sales Services

Free Gifts

Price Discounts

Price Negotiation

Proximity(Near to home/work place)

Ambience

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QUESTIONNAIRE

Name:Age:

Location:

1. Did you purchase mobile handset?

a) Yes b)No

2. If yes, which mobile handset did you purchase?

.

3. If No, Why? Please specify

4. How was your experience in this store?

a) Good b) Satisfactory c) Worse

5. What did you like in this store?

Please specify..

6. What did you dislike in this store?

Please specify..

7. From where do you get the information about our schemes?

8. Why did you purchase this mobile handset from our store?

.

QUESTIONNAIRE

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Name:

Age:

Location:

1. Do you have mobile phone?

a) Yes b) No

2. If yes, which model do you have?

Please specify.

3. If you are planning for purchasing a handset, which mobile phone will you purchase?

a) Nokia b) Karbon c) Colors d) LG

e) Micromax f) Samsung g) Lava h) Spice

If any other, specify.

4. Why did you purchase this mobile phone only?

a) Long life b) Battery backup c) Torch d) Solid e)

Cheapest/Reasonably priced f) FM g) Camera

5. Which mobile connection do you have in your mobile phone?

a) Airtel b) Idea c) Reliance d)Vodafone

e) Aircel f) Tata Indicom g) dont know


6. Why did you get this connection?

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a) Free gifts b) low call charges c) Free SMS

d) Free calls in same network f) Free sim

7. What do you use your mobile phone for?

a) Customers contacting b) To call c) To SMS d) For listening

radio/FM


8. If you buy a new mobile phone, than what will be your price range?

a) >1000 b) 1000-3000 c) 3000-5000 d) 5000

nilabh colors report_finnal

Documents