shubhi
TRANSCRIPT
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Factors affecting the purchase of mobie phone
The brand of a mobile phone is one of the most important factor influencing consumers buying
decision while most people dont really care about advice being offered by the sales person at
the mobile phone shop. Cost too is an important consideration and goes on to explain
whyiPhone failed in India.
In terms of features, multimedia (especially music) and camera quality of the phone do play an
important role. Men or women who are single are much more likely to buy latest phone models
and are also concerned about the looks of the phone when making a purchase while the 30+
group prefers "ease of use".
This survey does give some idea about how India consumers make their mobile phone buying
decisions but it definitely missed certain important parameters especially battery life, warranty,
companys support network and internet connectivity.
1. Network
One important factor many people consider when purchasing a mobile phone is the network on
which it is available. Network coverage and no dropped calls is an important concern for most
customers. Which network was favored also takes into consideration the availability of a family
plan, payment options, free in-network calling and many other factors. Overall, the network a
phone is available on is an important factor in a consumer's final decision.
2.Price
Obviously, one of the most important factors for the average consumer when purchasing a
mobile phone is the cost of the plan. This is primarily because this is the only long-term cost
associated with purchasing a phone. All consumers want to find a phone they like within their
monthly budget. For example, most data plan phones cost an additional $30 to $40 dollars a
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month as of December 2010. Thus, some consumers are not interested in purchasing a mobile
phone that requires a data plan.
3.Handset
The handset itself is obviously an vital factor in which mobile phone a consumer picks. Even if a
consumer does not like the network or price, some are willing to make an exception for a phone
she truly enjoys having. The majority of younger consumers want to own a sleek, stylish phone.
That is why the design and weight of a mobile phone are at the top of the most important
features list.
4. Multimedia Capabilities
One of the last factors a consumer look at when purchasing a mobile phone is the multimedia
capabilities. Being able to send pictures through text messages and or watch TV on a cell phone
are of some importance to the majority of consumers. (Reference 2) In fact, many people are
willing to pay a lot more for their plans if it includes higher entertainment value. Thus, phone
makers are constantly trying to improve the speed with which information is download, videos
are streamed, and applications are run.
5. Customer Service
Another important factor when considering which mobile phone to purchase is the quality of the
carrier's customer service. A friendly and helpful customer service department ensures you are
receiving all the benefits of joining its network and is always available if you need help. This is
difficult to evaluate before joining the network, but many reviews and experiences from other
customers can be found online
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Objective of the study
Primary objective
To study consumer behavior , increase market share and create distance from competition.
Secondary objective
1. To find the attributes which influenced the customers in selecting particular mobile handsets?
2. To study the consumer's behaviour towards different mobile handsets.
3. To know specific aspects related to the buying behavior of the mobile users.
4. To know the consumer preferences and choices.
5. To know the potential of the market and expand into new markets and business.
Scope of the study
The present study is conducted in delhi and it is decided as to consider different mobile handsets
like Nokia, Sony Ericson, LG, Samsung, Vodafone, Motorola, spice, , etc. rendered to thecustomers. In delhi, there are available different mobile handsets like Nokia, Sony Ericson, LG,
Samsung, Vodafone, Motorola, spice, , etc. The main objective of this study is to analyze the
consumer behaviour during taking new mobile handsets.
As there are a large number of customer preference different brand of mobile handset, the study was
conducted in delhi to know consumer behavior towards different mobile handsets. So that it would
help to different mobile companies to identify the consumer behaviour.
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Chapter-II: Methodology and Theoretical Framework
Research always starts with a question or a problem. Its purpose is to question through
the application of the scientific method. It is a systematic and intensive study directed
towards a more complete knowledge of the subject studied.
Marketing research (MR) is the function which links the consumer, customer and
public to the marketer through information- information used to identify and define
marketing opportunities and problems generate, refine, and evaluate marketing
actions, monitor marketing actions, monitor marketing performance and improveunderstanding of market as a process.
Marketing research specifies the information required to address the method for
collecting information, manage and implemented the data collection process, analyses
the results and communicate the findings and their implication .
Data collection method
There are two methods of data collections:
1) Primary data2) Secondary data
Primary data: Primary data are those data which are collected for the first time,
taking a sample, representing a population. It is not a published data, it is problem
specific data collected by the researcher, first time.
a) Survey: Survey is most commonly used method in social sciences, management,marketing an psychology to some extent. Surveys can be conducted in different
methods. Survey has being conducted on the topic consumerbehavior while
buying a mobile phone
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b) Questionnaire: Questionnaire development is the critical part of primary datacollection job. For this I have prepared a questionnaire in such away that it is able to
collect all relevant information regarding the project. The questions were asked to the
consumers covering perception towards their purchase, price of the product, purpose
for using the product, characteristic of the product, brand image,effectiveness of the
advertisements, sales promotional activities, overall opinion about the product, etc.
c) Interview: It is the most extensively used method. It enables better control of thesample and ensures answers from the respondents. It also provides for a tactful
approach to the respondent since it is based on a person-to-person talk. But this
method is generally more expensive and time consuming. For this project each
interview was taking 15 to 20 minutes to complete.
Secondary data: Published data and the data collected in the past or other parties is called
Secondary data .When primary data is published by researcher, it becomes the secondary data
for everybody, other than the researcher. Secondary Data is data or information that is already
available. This data is collected by a person or organization other than the use of the data.
Secondary data is data that is neither collected directly by the user nor specifically for the
user, often under conditions not known to the user. Examples include Government
reports.Secondary information has already been collected for some other purposes. It may be
available from internal sources, or may have been collected and published by another
organization. Secondary data is cheaper and more quickly available than primary data, but
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likely to need processing before it is useful.secondary data has being collected from the
following:
a) Websites
b) Daily newspapers
c) Magazines
d) Annual reports
Methodology used for data analysis- Concepts, tools and techniques
Concepts- The concepts used in the project is based on questionnaire. To analysis theperception of the consumers while buying a mobile phone.. To find on what basis did
consumers buy mobile phone and which brand they prefer the most.
Tools and Techniques- The tools and techniques used in project are charts, piechartsand graphs.
Graphs- Graphs are used to help people visualize data. It is easier to understandsomething sometimes when you can see it in picture form. There are different kinds of
graphs depending on what kind of data you are looking at.
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THEORITICAL DESCRIPTION
The Cellulartelephone (commonly "mobile phone" or "cell phone" or "handphone") is a
long-range, portableelectronic deviceused for mobile communication. In addition to the
standard voice function of atelephone, current mobile phones can support many additional
servicessuch asSMSfortext messaging,email,packet switchingfor access to theInternet,
andMMSfor sending and receivingphotosandvideo. Most current mobile phones connect to
acellular networkofbase stations(cell sites), which is in turn interconnected to thepublic
switched telephone network(PSTN) (the exception is satellite phones.Cellular telephone is
also define as a 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).
http://en.wikipedia.org/wiki/Electronic_devicehttp://en.wikipedia.org/wiki/Electronic_devicehttp://en.wikipedia.org/wiki/Electronic_devicehttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/PSTNhttp://searchsmb.techtarget.com/sDefinition/0,,sid_gci211561,00.htmlhttp://searchsmb.techtarget.com/sDefinition/0,,sid40_gci211948,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid7_gci213380,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid44_gci211761,00.htmlhttp://searchnetworking.techtarget.com/sDefinition/0,,sid44_gci212776,00.htmlhttp://searchnetworking.techtarget.com/sDefinition/0,,sid44_gci212776,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid44_gci211761,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid7_gci213380,00.htmlhttp://searchsmb.techtarget.com/sDefinition/0,,sid40_gci211948,00.htmlhttp://searchsmb.techtarget.com/sDefinition/0,,sid_gci211561,00.htmlhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Electronic_device -
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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 a 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 to be 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 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 the brand being advertised.However, regardless of the content, ads for
brand leaders are more successful due to the influence of the brand (Simon, 1970). Ads for
less popular brands may be less successful even though the content may be good.
Liking towards the brand itself can influence liking for the brand (Hawkins, Best & Coney,
1992). However according to study by Biehal, Stephens and Curlo (1992) whether consumers
like or dislike an ad does not necessarily lead to brand acceptance or rejection. So, even
though consumers may like the ad that they see, it does not necessarily mean that they will go
out and buy the brand advertised.Usually the consumer uses their attitude towards the ad
(Aad) in brand choice equaled that of attitude towards the brands (AB).
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Advertisers must remember that advertising messages are interpretend differently between
different genders (Maldonando, Tansuhaj & Muehling, 2003; Hogg & Garrow, 2003; Putrevu,
2001).Prevoius study have proven that females were more likely to engagae in elaboration
than men (Maldonado & Muehling, 2003). Hogg and Garrow (2003) found that women paid
more intention about the details of the characters of an ad when asked to analyze advertising
messages. They said that this may be explained by the fact that females have a greater
tendency than men to consider external information and information related to others. Women
are comprehensive processors who try to gather all available information about the product.
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) Cognitif processing-penetrating perceptual and cognitive barriers to create favourableattitudes towards the brand/product.
6) Model emulation- portraying idealized lifestyles for consumers to imitate.
However, this study focused only on the symbolic or tangible elements in influencing brand
preference. It did not discuss tangible aspects (i.e product characteristics) of influencing brand
preference. Advertisement can change consumers perception of a product in terms of
attributes content and proportion and also influence consumers taste for attributes ( Gwin &
Gwin, 2003)
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Brand preference and product attribute
Attributes are the characteristic or features that an object may or may not have and
includes both intrinsic and extrinsic (Mowen & Minor, 1998) .Benefits is the positive
outcomes that come from the attributes.People seek products that have attributes that will
solve their problems and fulfills their needs (Mowen & Minor, 1998). Understanding why a
consumer choose a product based upon its attributes helps marketers to understand why some
consumers have preferences for certain brands (Gwin & Gwin, 2003). In the study by Gwin
and Gwin (2003), the Lancaster model of consumer demand (1966, 1979), also reffered to as
the product attributes model,was used to evaluate brand positioning.This model assumes that
consumer choice is based on the characteristics (or attributes) of a brand.Each product is
abundle of attributes and that choice is based on maximizing utility/satisfaction from the
attritubes subject to budget constraints. However there were two limitataions of the model: (1)
the model is static and deterministic and (2) the model does not explain how the preferences
for attributes were formed.This article also also didi not mention if experience with the
product played a part in influencing attributes preferences.
Both tangible nad intangible attributes of a product are equally important in choosing a
product or brand (Myers, 2003). There is no evidence that certain attributes are more related to
customer loyalty than others (Romariuk & Sharp, 2003). It was, found though, that the more
attributes (non-negative) associated with a brand, the more loyal the customer (Romariuk &
Sharp,2003).Romariuk and Sharp (2003) suggested that marketers should focus more on how
many attributes the brand should be associated with and not what attributes. However, this
study did not specify what sort of attributes marketers should associate the brand with; i.e.
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whether they should be relevant or irrelevant attributes, tangible or intangible etc.This is
because it is important that consumer accurately lean about product attribute performances
since it would influence their interpretations of product performance by causing memory
encode and retrieval bias.Unfounded product attribute relationship beliefs can mislead them
into expecting something that is not there.(Mason & Bequette, 1998). Hence if products fall
short of customer expectataions,then dissactisfaction would result.Nevertheless, it was found
that through irrelevant, some attributes may still be important in influencing consumer
choice.Persistent preferences for product attribute soccurs when there is low ambiguity in the
initial potential choice for salient attributes coupled with experience,although those attributes
maybe irrelevant (i.e. an attributes usually not associated with favourable brand outcomes
(Muthukrishnan & Kardes, 2001). Consequently, Mason and Bequette (1998) also said that
perceptions on product performance based on salient attributes are more important in
influencing the consumer purchase behaviour than actual product attribute performances.
Similarly, Myers (2003) concluded that brand equity may be more influenced by attribute
knowledge more than consumer preference.
For low-involvement products, consumers have more objective view of the nature of the
attrinutes (eg. food, cosmetics) because they are constantly being advertised and
promoted.Similarly Rioo, Vasquez and Iglesias (2001) sugggeated that consumer evaluation
of a product can be broken down into evaluation related to product (tangible or physical
attributes) and brand name (intangible attributes, or images added to the product due to its
brand names). In his study on the relationship between human values and consumer
purchases, Allen (2001) found there was a significant association between human values (eg.
hedonistic, achievement, self-direction, conformity, security etc.), product preference and
tangible attribute importance with how consumers perceive the product (i.e tangible attributes)
and how they evaluate the product (i.e symbolic meaning,tangible/intangible attribute
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importance). Human values influence the importance of the products tangible attribute
importances that are already important to consumers.
However perception of product performance on the salient attributes are more important than
actual performance (Mason & Bequette, 1998).Mowen and Minor (1998) suggested that
marketing managers should know the attributes that consumers expect in a product and how
positively or negatively they rate these attributes to help develop and promote a successful
product.Retailers need to be knowledgeable of the product attributes perceived as the most
important by each individual consumer group in order to build and maintain market share
(Warrington & Shim, 2000). It is the consumer who determines which attributes matter to
them. Different consumer groups place different importance on different attributes
(Warrington & Shim,2000).It was found that consumers categoriez as LP/SB (low product
involvement/strong brand commitment) placed greater importance on product attributes and
product orientataions than LP/WB (weak brand commitment) consumers, which placed the
most importance on price.
Markerters should consider using advertisement, which may play a role in making
attributee important to consumers that might not have been considered before (Gwin & Gwin,
2003),Romariuk & Sharp (2003) suggested two objectives of short-term and long-term brand
building. In the short term, managers need to identify a specific attributes to be communicated
to the market,based on which message gave the best execution.The key aim is to develop
likeable advertisement.In the long-run,managers need to build up a bank of consumer
perception about the brand to make it the one most often thought of and make it difficult for
competitors to have access to the minds of consumers (Romariuk & Sharp, 2003).
The brand name of the product itself is an important attribute. Brands have both
functional (product-related) and symbolic dimensions (del Rio,Vasquez & Iglesiaz, 2001), On
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the product related benefit side, consumer evaluate product performance based on its
capabilities, usage effectiveness, value for money and reliability. The purchase and
consumption of products is increasing regarded by consumers as an indirect way of
communication to improve their self image and deliver certain impressions to other people in
their environment (del Rio,Vasquez & Iglesiaz, 2001), Therefore the brand name benefits
perceived by consumers is highly interrelated to the product-based benefits. Big brand means
a better image and a better product (del Rio,Vasquez & Iglesiaz, 2001), Howevwer, as
mention earlier, Mason and Bequette (1998) suggested that perceived product performance is
more important than actual attribute performance. Similarly Myers (2003) concluded that
brand equity might be influenced by attribute knowledge more than consumer preference. This
may be due to consumer biasness and prejudice, Consumers product evaluations are
influenced by memory. The biasness can be reduced by having current information,
experience and knowledge (Mason and Bequette ,1998). Therefore, its not surprising that
brands that consumers believe offer superior value are most preferred brands chosen often
(Myers, 2003). Brands with higher equity resulted in greater preferences and high market
shares.
Price is another form of attribute used by consumers to evaluate a product.Price can
sometimes be an indicator of quality; with a higher price indicating higher quality (Mowen &
Minor, 1998; Siu & Wong, 2002). Consumers perceive that a higher price can be attributed to
the higher cost of quality control (Siu & Wong, 2002). Some consumers are highly price
sensitive (elastic demand),whereby a high prices may shift consumers to competitive brands
(Mowen & Minor, 1998). Therefore price can have a positive or negative influence on
customers
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CHAPTER-3
DATA PRESENTATION AND ANALYSIS
In this chapter the secondary data and primary is reduced to questionnaire along with bar
graphs and pie charts.
Questionaire
Respondent Details
Name :
Gender:
Age:
Mobile number:
Q1 Which mobile phone do you prefer?
a) Nokiab) Samsungc) Motorolad) Spicee) Sony Ericsonf) Vodaphoneg) micromax
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Q2 How long ago did you purchase it?
a)
Less than three month agob) 3-6 month agoc) 7-12 month agod) Within past 2 yearse) More than 2 years ago
Q3 Which of the following statement is best choice you when purchasing a mobile phone?
a) Styleb) Infotainmentc) Multimediad) Businesse) Connected
Q4 Which one of the following option you choose when purchasing a mobile phone?
a) Callsb) SMSc) Browse internetd) Take Photose) Check emailsf) Record videog) Musich) Mobile TV
Q5 For what reason you choose the mobile brand?
a) Convenience Handset
b) Cost control
c ) Value added Service
d ) Discounts
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Q6 Which factors influenced you in purchasing the mobile brand you are currently using?
a) Price/offersb) Brand namec) Availability in storesd) Batterye) size
Q7 You consider owing a mobile handset as a :
a) Necessityb) Statusc) Luxury
Q8 Which one of the following features you choose when purchasing mobile phone?
a) Designb) Brandc) Durabilityd) Sound qualitye) Battery lifef) Displayg) Camerah) Musici) Multimedia
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Q9 which one of the following best describes your current employment status?
a) Employed full timeb) Employed part timec) Self employedd) Full time home makere) Full time student
Q 10 Which mobile do you prefer considering attributes like design,brand,durability,sound
quality, battery life, display, camera & music, multimedia?
a) NOKIA
B) sony ericsson
C) Motorola
D) Samsung
E)Vodafone
F )spice
G) LG
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ANALYSIS
Q1 Which mobile phone do you prefer?
a) Nokiab) Samsungc) Motorolad) Spicee) Sony Ericsonf) Vodaphoneg) Micromax
Brand No of respondents %
Nokia 20 40
Sony ericson 6 12
Motorola 4 8
Samsung 7 14
Vodaphone 3 6
micromax 8 16
Spice 2 4
Total 50 100
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Figure 1
RESULT
40% respondent use nokia, 12% use sony Ericson, 8% use Motorola,14% use Samsung, 6%
vodaphone,16% micromax and 4% spice.
nokia
sony ericson
motorola
samsung
vodaphone
micromax
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Q2 How long ago did you purchase it?
a) Less than three month agob)
3-6 month ago
c) 7-12 month agod) Within past 2 yearse) More than 2 years ago
period No of respondents percentage
0-3 months 3 6
6 months 6 12
7 months-1 year 7 14
1-2 year 10 20
More than 2 years 24 48
Total 50 100
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Figure 2
RESULT
6% respondants purchased mobile phone 3 months ago, 12% 6 months ago, 14% 1 year
ago,20% 2 year ago and 48% more than 2 years.
period
0-3 months
6 months
7 months- 1 year
1-2 year
more than 2 year
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Q3 Which of the following statement is best choice you when purchasing a mobile phone?
a) Styleb)
Infotainment
c) Multimediad) Businesse) Connected
Statement No of respondents percentage
Style 10 20
Infotainment 3 6
Multimedia 7 14
Business 5 10
Connected 25 50
Total 50 100
Figure 3
Sales
style
infotainment
multimedia
business
connected
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RESULT
20% respondent says that style is the best statement while purchasing a mobile phone, 6% says
infotainment, 14% say multimedia, 10% say business and 50% says connectivity.
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Q4 Which one of the following option you choose when purchasing a mobile phone?
a) Callsb) SMSc) Browse internetd) Take Photose) Check emailsf) Record videog) Musich) Mobile TV
Option No of respondents Percentage
Calls 15 30
Sms 5 10
Browse internet 4 8
Take photos 6 12
Check mails 7 14
Record video 3 6
music 8 16
Mobile tv 2 4
Total 50 100
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Figure 4
RESULT
30% of respondent chooses calls as a option while purchasing a mobile, 10% choose sms, 8%
choose browsing internet, 12% choose take photos, 14% choose check mails, 6% choose record
videos, 16% choose music and 4% chooses mobile tv.
option
calls
sms
browse internet
take photos
check mails
record video
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Q5 Which factors influenced you in purchasing the mobile brand you are currently using?
a) Priceb) Brand namec) Availability in storesd) Batterye) Size
factors No of respondents percentage
Price 20 40
Brand name 10 20
Availaibility in stores 5 10
size 7 14
battery 8 16
total 50 100
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Figure 5
RESULT
40% respondents says that price factor influenced them while purchasing a mobile phone, 20%
says brand name, 10% says availability in stores, 14% says size and 16% says battery.
factors
price
brand name
availibility in stores
size
battery
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Q6 You consider owing a mobile handset as a :
a) Necessityb) Statusc) Luxury
consideration No of respondents percentage
necessity 30 60
status 15 30
luxury 5 10
total 50 100
Figure 6
RESULT
60% respondent considers there mobile as a necessity, 30% status and 10% luxury.
consideration
necessity
status
luxury
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Q7Which one of the following features you choose when purchasing mobile phone?
a) Designb)
Brandc) Durability
d) Sound qualitye) Battery lifef) Displayg) Camerah) Musici) Multimedia
Feature No of respondents percentage
design 10 20
brand 7 14
durability 8 16
Sound quality 3 6
Battery life 2 4
display 5 10
Camera and music 4 8
multimedia 11 22
total 50 100
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Figure 7
RESULT
20% respondent ay that they consider design as feature while purchasing a mobile, 14% say
brand,16% durability, 6% sound quality, 4% battery life, 10% display,8% camera and music
and 22% say multimedia.
features
design
brand
durability
sound quality
battery life
display
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Q8 which one of the following best describes your current employment status?
a) Employed full timeb) Employed part timec) Self employedd) Full time home makere) Full time student
Employment status No of respondents Percentage
Employed full time 12 24
Employed part time 10 20
Self employed 5 10
Full time home maker 15 30
Full time student 8 16
Total 50 100
Figure 8
employment status
employed full time
empoyed part time
self employed
full time home maker
full time student
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RESULT
24% respondent were employed full time, 20% employed part time, 10% self employed,30% full time
home maker and 16% full time student.
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Q 9 Which mobile do you prefer considering attributes like design, brand, durability, sound
quality, battery life, display, camera & music,
multimedia ?
a) NOKIA
B) sony ericsson
C) Motorola
D) Samsung
E)Vodafone
F ) spice
G) LG
Prefernce No of respondents percentage
Nokia 20 40
Sony ericsson 10 20
Motorola 8 16
Samsung 2 4
vodaphone 4 8
spice 5 10
LG 1 2
Total 50 100
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Figure 9
RESULT
40% respondent consider nokia while buying a phone,20% sony ericsson,16% Motorola,4%
Samsung,8% vodaphone,10% spice and 2% LG.
preference
nokia
sony ericson
motorola
samsung
vodaphone
spice
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Q10 For what reason you choose the mobile brand?
a) Convenience Handset
b) Cost control
c ) Value added Service
d ) Discounts
Reason No of respondents percentage
Convenience handset 30 60
Cost control 10 20
Value added services 7 14
discounts 3 6
total 50 100
Figure 10
reason
convinience handset
cost control
value added services
discounts
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RESULT
60% respondent say that the reason for buying a specific mobile brand is Convenience
handset,20% say cost control,14% say value added services and 6% say discount.
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CHAPTER 4 SUMMARY AND CONCLUSION
This project tells us the behavior of consumers while buying a mobile phone. Behaviour
of consumers varies from person to person but when it comes buying of a cell phone
we cant judge that on what basis they will buy a mobile phone.from the following study
we conclude that become want a phone which can fulfill their maximum needs at a low
cost .we also found that majority of people prefer nokia over other brands because of
its brand name, features and durability . many people buy phone just for the medium
of communication whereas ,ay of them buy phone for music, multimedia, internet,
camera etc. Many factors influence the consumer while buying a mobile phone such as
cultural factors, economic factors etc. mobile phone is that thing which now a days a
lower class person can also afford and without mobile our life is incomplete.
Consumers are considered as king of market ie it is very necessary to satisfy the
consumers. Consumer behavior is very complex in nature. Different consumers have
different perceptions and expectations when they buy a mobile phone. For many
consumers buying a phone is status whereas for other consumer buying a phone is a
necessity.
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BIBLIOGRAPHY
The information is gathered from internet and websites are:
www.google.com
www.yahoo.com
www.wikipediafreeencyclopedia.com
http://www.google/http://www.google/http://www.yahoo.com/http://www.yahoo.com/http://www.wikipediafreeencyclopedia.com/http://www.wikipediafreeencyclopedia.com/http://www.wikipediafreeencyclopedia.com/http://www.yahoo.com/http://www.google/ -
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Appendices
Annexure
Questionaire
Respondent Details
Name :
Gender:
Age:
Mobile number:
Q1 Which mobile phone do you prefer?
h) Nokiai) Samsungj) Motorolak) Spicel) Sony Ericsonm)Vodaphonen) Micromax
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Q2 How long ago did you purchase it?
f) Less than three month agog) 3-6 month agoh) 7-12 month agoi) Within past 2 yearsj) More than 2 years ago
Q3 Which of the following statement is best choice you when purchasing a mobile phone?
f) Styleg) Infotainmenth) Multimediai) Businessj) Connected
Q4 Which one of the following option you choose when purchasing a mobile phone?
i) Callsj) SMSk) Browse internetl) Take Photosm)Check emailsn) Record videoo) Musicp) Mobile TV
Q5 For what reason you choose the mobile brand?
a) Convenience Handset
b) Cost control
c ) Value added Service
d ) Discounts
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Q6 Which factors influenced you in purchasing the mobile brand you are currently using?
f) Price/offersg) Brand nameh) Availability in storesi) Batteryj) size
Q7 You consider owing a mobile handset as a :
d) Necessitye) Statusf) Luxury
Q8 Which one of the following features you choose when purchasing mobile phone?
j) Designk) Brandl) Durabilitym)Sound qualityn) Battery lifeo) Displayp) Cameraq) Musicr) Multimedia
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Q9 which one of the following best describes your current employment status?
f) Employed full timeg) Employed part timeh) Self employedi) Full time home makerj) Full time student
Q 10 Which mobile do you prefer considering attributes like design,brand,durability,sound
quality, battery life, display, camera & music, multimedia?
a) NOKIA
B) sony ericsson
C) Motorola
D) Samsung
E)Vodafone
F )spice
G) LG
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