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  • CB ProjectProposal Group6

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    Sakshi Jain
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    This document provides an overview of a study analyzing consumer behavior in the Indian smartphone market. It describes how the market has shifted from international brands dominating pre-2011, to Indian brands gaining share from 2011-today, and now Chinese brands comprising 25% of the market from 2014-today. The objective is to understand consumers' inclination towards Chinese and Indian mobile brands, the reasons for this shift, and potential future shifts. The methodology involves secondary research, identifying critical purchase factors, focus groups, and individual surveys of IIM Lucknow students to study the purchase process and understand consumer outlook towards new brands. The outcome will provide reasons for purchases of these new brands and recommendations on studying brands' marketing activities.

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    mobile buying behaviour

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    This document provides an overview of a study analyzing consumer behavior in the Indian smartphone market. It describes how the market has shifted from international brands dominating pre-2011, to Indian brands gaining share from 2011-today, and now Chinese brands comprising 25% of the market from 2014-today. The objective is to understand consumers' inclination towards Chinese and Indian mobile brands, the reasons for this shift, and potential future shifts. The methodology involves secondary research, identifying critical purchase factors, focus groups, and individual surveys of IIM Lucknow students to study the purchase process and understand consumer outlook towards new brands. The outcome will provide reasons for purchases of these new brands and recommendations on studying brands' marketing activities.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views5 pages

    CB ProjectProposal Group6

    Uploaded by

    Sakshi Jain
    This document provides an overview of a study analyzing consumer behavior in the Indian smartphone market. It describes how the market has shifted from international brands dominating pre-2011, to Indian brands gaining share from 2011-today, and now Chinese brands comprising 25% of the market from 2014-today. The objective is to understand consumers' inclination towards Chinese and Indian mobile brands, the reasons for this shift, and potential future shifts. The methodology involves secondary research, identifying critical purchase factors, focus groups, and individual surveys of IIM Lucknow students to study the purchase process and understand consumer outlook towards new brands. The outcome will provide reasons for purchases of these new brands and recommendations on studying brands' marketing activities.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 5

    ANLAYSIS OF CONSUMER BEHAVIOUR

    IN
    INDIAN SMART PHONE MARKET

    GROUP 6
    LALITHA (PGP30015)
    ASHISH YADAV (PGP30128)
    SAKSHI JAIN (PGP30167)
    PIYUSH SONEJA (PGP30159)
    VISHNU CHAUHAN (PGP30178)
    VARSHA GIDWANI (PGP30236)
    JITENDRA TOMAR (PGP30418)

    OVERVIEW
    Brands
    like
    Nokia,
    Samsung,
    Motorola,
    HTC, LG
    ruled the
    market

    Pre 2011

    Indian brands like


    Micromax, Karbonn,
    Intex started entering
    Indian market and
    gaining significant
    share

    2011- today

    $14 billion phone market in


    India
    Chinese phone market
    25% share
    A complex decision process
    After purchase evaluation
    decision is critical
    Satisfactory technical
    specification needed

    Eventually, the
    shift has been
    seen towards
    Chinese brands
    like Xiomi,
    Huawei, Oppo,
    Gionee, One Plus,
    etc

    2014- today

    OBJECTIVE
    To study pattern of Indian consumers
    inclination towards evolving Chinese and Indian
    mobile phone brands
    To analyze how the shift has happened among
    Indian consumers
    To analyze reasons for bringing such paradigm
    shift in consumer behavior
    To understand prediction of such kind of shifts
    happening in future
    Target
    groupLucknow(Technically
    conscious )

    Students
    advanced

    of
    &

    IIM
    brand

    METHOLODOGY
    Collection of secondary data and research

    Selection of factors critical for purchasing decision

    Primary research

    Focus groups of 8 members

    Survey from 40 individual


    respondents

    Study of purchase process of mobile phones

    OUTCOME
    A clear understanding of the consumers
    outlook towards these new brands
    Come up with broad reasons behind these
    purchases
    suggest recommendations on study of
    marketing and promotional activities used by
    these brands

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