nilabh colors report_finnal
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2
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
If any other, specify.
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
If any other, specify.
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