Assignment on

Study of Consumer Behavior.

Subject:- Marketing Management.

Submitted to:

Prof. Sandeep Bhardwaj.

Submitted By:

Anurag Premchandani

Roll No.:21
Introduction to Consumer Behaviour.

Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential
asset for customer behavior 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.n

Brands play a major role in buying the product and the after sales services given after
buying the product.

Analysis of the survey on Consumer Buying Behavior on Mobile Handsets

It can be observed from the survey that people prefer to buy Nokia rather than other brands. Like
Samsung, micromax, Sony Ericson etc.

Cost
0%

33% 27% Upto 3000

3000-6000
6000-9000
13% 27% Above 9000

It was observed that people are not ready to spend more money on the purchase. As chart
clearly indicates 27% of people surveyed have purchased handset up to 3000 and 27% people
3000-6000. That means on an average people do not want to spend more then 5000 on a
handset.

Influence
10% 0%
Own Wish
7%

Friends&relative
s
20%
63% advertisement

any other

From the above representation we can make out that own wish has influenced most of the
people to buy a mobile handset.

Factors
Apperance Brand Features Price

17% 14%

19%

50%
 In this graph we can clearly see that factors considered while buying the handset are
mainly Features and then Brand …..

From the survey it was found that :-

o People want cell phone with latest technology.

o Querty keypad

o Music

o Easy to carry

 When asked by the respondents whether they purchased the mobile from the first
store they visited, most of them said “YES”

Conclusion:

From the Survey it can be concluded that,

 Good features and brand are considered while purchasing the phone.

 Nokia is the leader in cell phones.

 I asked a question from the users about switching more towards Nokia brand .They
replied by saying that the after sales services was very good..