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Consumer Buying Behaviour Towards Mobile Mobile Phones
Consumer Buying Behaviour Towards Mobile Mobile Phones
Consumer Buying Behaviour Towards Mobile Mobile Phones
A CONSUMER DECISION
MAKING WHILE
PURCHASING MOBILE
PHONES.
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Table of Contents
Topic
Introduction
Literature Review
Objective of the Study
Scope of the study
Methodology
Limitations of the Study
Data Analysis
Findings and Suggestions
Conclusion
Appendix
Bibliography
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Page
INTRODUCTION
Buyer Behaviour:
Buyer behaviour is all psychological, Social and physical behaviours of potential
customers as they become aware of evaluate, purchase, consume and tell others about product
& service.
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1. Problem identification:
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that
trigger a particular need. By gathering information from a number of consumers, Marketers
can identify the most frequent stimuli that spark an interest in a product category. They can
then develop marketing strategies that trigger consumer interest.
2. Information Search:
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3. Evaluation of alternative:
There is no single process used by all consumers by one consumer in all buying situations.
There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need. Second, the consumer is looking for certain
benefits from the product solutions. The marketer must know which criteria the consumer
will use in the purchase decision.
4. Purchase:
From among the purchase of alternatives the consumer makes the solution. It may be to buy
or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy? From whom to buy a bike
How the payment to be made? And so on. The marketer up to this stage has tried every means
to influence the purchase behaviour, but the choice is properly consumers. In the evaluation
stage the consumer forms preferences among the brands in the choice set. The consumer may
also form an intention to but the most
preferred brand.
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LITERATURE REVIEW:
Srivastava (2005) stated that the mobile handset has shifted from being a technological
object to a key social object as communication with others is the main purpose for mobile
handset purchasing. However, facilitating family or friend coordination and intensifying
social interaction are the crucial factors for using a mobile handset (Urry, 2007).According to
Castells et al., (2007, p.85), obtaining a mobile handset is a milestone that indicates success,
not only financially but also culturally in term of the integration withinthe society. Richard
Lee, Jamie Murphy , University of Western Australia(2005), their study investigates
Consumer Buying Behaviour And Motivational Factors Of Mobile Handset: A Study Using
National Conference on Emerging Challenges for Sustainable Business 2012
1201
determinants that mobile phone customers to transit from loyal to switching .It concluded that
there are different factors which affect the customer to switch from loyalty to switching
intentions such as price, quality ,brand, style functions etc. But, the rating is the most
important factors which affects the customers to switch to another provider.
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METHODOLOGY:
DATA COLLECTION
PRIMARY DATA:
Survey method was used to collect the primary data from the respondents. A structured
questionnaire was prepared to extract responses from the respondents.
Questionnaire:
Questionnaire development is the critical part of primary data collection job.
For this I have prepared a questionnaire in such a way that it is able to collect all relevant
information regarding the project. In this questionnaire, I have used mostly close-ended
questions that are easier to be answered by respondents (consumers) and also easier for
interpretation and tabulation & one open-ended question to take the opinion of the
respondents in their own words. 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.
SECONDARY DATA:
Secondary data was collected from books, articles, Internet and previous research papers that
had been conducted by the company representatives and officials.
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DATA ANALYSIS
Table showing preference of mobile phone
Brand
Samsung
Apple
No. of
respondent
112
48
Percentage
56%
24%
Sony
HTC
16
12
08%
06%
Nokia
Micromax
6
2
03%
01%
LG
02%
Total
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200
100%
No of respondent
Percentage
FACTOR
PRICE/OFFERS
BRAND NAME
54
86
27%
43%
AVAILLABILITY IN
28
14%
STORE
DIFFERENT SIZE
MOBILE STORE
Total
18
14
200
09%
07%
100%
No of respondent
Percentage
Design
Brand
26
70
13%
35%
Durability
Sound Quality
Battery life
Display
Camera & Music
Multimedia
Total
32
20
24
16
08
04
200
16%
10%
12%
08%
04%
02%
100%
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CONCLUSION:
According to current scenario Samsung having the highest market share reason
being according to respondent Samsung having a user friendly operating system
i.e. android.
Apple standing next to Samsung just because of price issue s felt by the
consumers.
Sony being on the third place as the company is only focusing on the smart
phones and sound as well camera quality.
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APPENDIX
QUESTIONNAIRE:
Respondent Details
Name :
Age :
Gender :
Address :
Mobile :
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Q4 Which one of the following option you choose when purchasing a mobile
phone?
A) Calls
B) SMS
C) Browse the internet
D) Take Photos
E) Check emails
F) Record video
G) Music
H) Mobile TV
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Q6 Which factors influenced you in purchasing the mobile brand you are
currently using?
A) Price/Offers
B) Brand name
C) Availability in store
D) Different size
E) Mobile battery
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Q9 Which one of the following best describes your current employment status?
A) Employed full time
B) Employed part time
C) Self employed
D) Full time home maker
E) Full time student
Q10. which is the following best describe the highest level of education you have
completed?
A) Elementary school graduate
B) Middle school graduate
C) High school graduate
D) University degree
E) Post graduate
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Q11. Which one of the following features you choose when purchasing mobile
phone?
Attributes
A) Design ----B) Brand -----C) Durability -----D) Sound quality ------E) Battery life ----F) Display ----G) Camera & music -----
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BIBLIOGRAPHY:
Wikipedia search: (www.wikipedia.com)
www.mouthshut.com
www.studygalaxy.com
www.decisionanalyst.com
www.studymode.com
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