Consumer Behavior Project on
CONSUMER BUYING BEHAVIOR OF MOBILE HANDSETS
Fr. Casimir Raj
Report by 206: Anmol Rohatgi | 220: Heemanish Mide | 260: Vivek Rajgopal
October 10, 2008 Xavier Institute of Management & Research, Mumbai Mumbai University
We would like to thank Fr. Casimir Raj for providing us with an opportunity to work on this project. We are also grateful for his support and guidance provided through the completion of the project. We are also thankful to all the people directly or indirectly involved in completing this project. This includes the 100 respondents who were patient and cooperative in responding to our questionnaires. And finally we are thankful to the staff in the library that helped us in getting resources for our secondary information.
- Anmol Rohatgi, Heemanish Mide, Vivek Rajgopal
The concept of “buying behavior” is of prime importance in marketing and has evolved over the years. It is important to understand consumer buying behavior as it plays a vital role in crating an impact on purchase of products. The human wants are unlimited and always expect more and more. Mobile handsets are no exception to this behavior. This lead to constant modifications of mobile handsets and today we see a new model coming into the market practically every month. In this research study our findings gave us thorough insights of consumer buying behavior of mobile handsets. We find that consumers consider various parameters while buying mobile handsets. Factors such as price and functions availing and the utility and its hedonic aspects our considered very important We have been able to also infer that people sub consciously register the brand, tend to recall. We also come to understand that most dealers have showed a tendency to market the mobile handset which as per consumers requirement. On the whole, the market is a very important place to study the behavior of consumers and also provide useful insights what a consumer requires in a product. It is only through research that an company will be able to study the buying behavior of consumers.
Bibliography & Webliography 6. Consumer Behavior 2. Hypothesis 3. CONCLUSION 5. RECOMMENDATIONS 4. CONCEPTUAL FOUNDATION 1. RESEARCH METHODOLOGY 3.Index
1. MOBILE INDUSTRY IN INDIA 2. Understanding Brand Preference 3. Annexures
. DATA ANALYSIS 1. Other observations 4. Understanding Consumer Behavior 2.
Problem Recognition: Perceiving a Need
Information Search: Seeking Value
Alternative Evaluation: Assessing Value
Purchase Decision: Buying Value
Post purchase Behavior: Value in Consumption or Use
. prices and altering marketing strategies accordingly. Let us try and understand the buyer behavior process. They may respond to influences that change their minds at the last minute.1 Conceptual Foundation
“The Consumer is not a Moron…. ”
CONSUMER BEHAVIOR Not understanding your consumer’s motivations needs and preferences can hurt. buy.She is your Wife…. Consumers may say one thing and do another.Complex and Smart…. But studying consumers provides clues for developing new products. use and dispose of goods or services. product features. They may not be in touch with their deeper motivations. The aim of marketing is to meet and satisfy target consumer’s needs and wants. Understanding consumer behavior and “knowing consumers” is not simple. The field of consumer behavior studies how individuals or groups of individuals select.
Alternative Evaluation How does the consumer evaluate competitive brands and make a final value judgment? There is no single process used by all consumers or by one consumer in all buying situations. But some basic concepts will help us in understanding consumer evaluation processes. Acquaintances Commercial Sources : Advertising. Second. Consumer information sources fall into four groups Personal Sources: Family. the consumer is trying to satisfy a need. Dealers.
. By gathering information from a number of consumers. First. the consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need. Marketers need to identify the circumstances that trigger a particular need. The need can be triggered by internal or external stimuli. They can then develop marketing strategies that trigger consumer interest.Problem Recognition The buying process starts when the buyer recognizes a problem or need. Neighbors. the consumer is looking for certain benefits from the product solution. Packaging. Information Search An aroused consumer will be inclined to search for more information. Third. Examining. Friends. marketers can identify the most frequent stimuli that spark an interest in a product category. Using the Product Knowing about the sources will help the companies in preparing effective communications for the target market. Displays Public Sources : Mass Media. Consumer-Rating Organisations Experiential Sources : Handling. Salespersons.
two factors can intervene between the purchase intention and purchase decision. The first factor is the attitudes of others and the second factor is unanticipated situational factors such as loss of income. In executing a purchase intention. Brand decision Vendor decision Quantity decision Timing decision Payment-method decision Post-Purchase Behavior After purchasing the product. the consumer will experience some level of satisfaction or dissatisfaction.
. some other urgent purchase etc. Marketers must monitor post-purchase satisfaction. However. post-purchase actions and post-purchase product uses. the consumer may make up to five purchase sub-decisions. does not end when the product is brought.Purchase Decision In the evaluation stage. The marketer’s job thus. the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand.
AN EXAMPLE OF A PURCHASE BEHAVIOR BY A CONSUMER IS GIVEN BELOW Problem Recognition The need was recognized when my old mobile phone stopped working.
. I was informed that the mobile can not be repaired. Information Search For me my mobile phone is a high involvement product. No check out the rates and features I even visited various web sites where I compared all the features and prices of various brands available in my budget. There were various mobiles available and were almost similar apart from some features difference and design. had a good design.e. although the other brand offers were really tempting but they were still not able to influence me to change my brand. for almost 10 days I was without a mobile phone.e. I met various dealers and stores to know the latest Nokia launches and various offers available with all these dealers. Alternative Evaluation In identifying the various alternatives I went through various mobiles available of my preferred brand. All this caused a lot of in convince and finally I had to go for a new mobile phone. Since I use my mobile even to surf my mails and internet I was not even able to do that. i always look for various offers and even compared rates at various stores and mobile dealers. The process of getting my mobile repaired took some 10 days i. I even discussed with my family members and friends about which mobile do they recommend. it was a 3g phone so apt for internet surfing and with all the latest features. The only issue was which mobile model I should go for. Finally I decided to go for Nokia 3120 which was economical. Since I am a Nokia loyalist so I never preferred changing my mobile brand. I don’t change my mobile set unless and until it stops working and therefore at the time of making a decision to buy a new mobile I went through all the various mobile phones available in my budget and of my preferred brand. was Nokia latest launch and was satisfying almost all my needs i. The need was felt when it was my birthday and I was not able to be in touch with my friends and family. Since am a student with limited disposable income I purchase a mobile once in a wile. I was using Nokia 5200 and suddenly it stopped working and when given for repair.
Although that hands free offer was not available but that was urgency since I was not able to avoid the need of having a mobile. i waited for few days and then I finally bought the mobile from e store.
. The mobile store had am offer of getting a hand free on every purchase but some how that model was not available with them.Purchase Decision Finally the action taken by me was purchasing Nokia 3120. Post Purchase Behaviour Am using the mobile since past 2 months and till now am quits content with my decision. Its working pretty well and is apt for me.
Sagem .Sharp. It is also learnt that the Indian mobile subscribers are willing to pay for upgrades. i-mate.2 Mobile Industry in India
With rapid consumerism sweeping the country.05billion (US $2billion) as of 2004/05 and will surge by 62% with approximately 100-million subscribers nationwide by 2007. as estimated in May.8. BenQ. poised for explosive growth by 2007. The mobile handset market in India is estimated to be worth Rs. O2. Motorola. Palm. and advanced models that provide better services. recent changes imbibed in the government policies that price mobile handsets at a lower end with flexible custom-duty for new entrants are startling the market with multiple models largely
. Haier. The market is overloaded with the number of mobile handset providers due to which the customer is able to bargain for a reasonable price for the mobile. Pantech. to 45 million in June 2008. Samsung.50% in the month under review. Eten.Philips . The major drivers for growth have been the demand and also the existence of companies providing the most technologically advanced handsets at justifiable prices. BlackBerry. HP and XCute. value-based services. Sendo. Panasonic.LG . The technological developments have been the driving factor for the increasing demand graph. In addition. Innostream. The various players are Nokia. Bird. representing a growth of 3. followed by Samsung (14%) and Motorola (7%) respectively. There has been a growth in the mobile handset market in India and the demand is increasing with the increasing tele-density. Alcatel. Indian mobile handset market is currently catering to 45 million subscribers (June 2005). Sony Ericsson. VK Mobile. Mitsubishi .NEC . Dominated largely by Nokia with a total market share of 60%. witnessing large and propitious foreign investors flooding the market eyeing for large chunks. Recent records show that Indian GSM cellular user base has grown from 43 million. India has emerged as the second largest mobile handset market. Qtek. Siemens.
Nokia offers a line of versatile business phones incorporating mobile voice. servers and software solutions and related software and accessory products. The company's aim is to launch a slew of mobile phones with unique features that satisfy different customer and market segments. Samsung Samsung manufactures leading models in all segments of the mobile handset market. a critical factor for generating customer preference would be 'glamour' and 'innovation'. A leader in multi-mode. Backed by its experience. manufactures. mobile messaging. Samsung's key insight is that apart from technology and functionality. Nokia has established itself as the leading preferred brand in many markets. Mobile Devices designs. email solutions and business-critical applications and all the latest applications to meet the needs of different user groups. multi-band communications products and technologies.aimed to higher and middle-income groups. view the market to be at its nascent stage. mobile and IP networks.transforming the device formerly known as the cell phone into a universal remote control for life. innovation. Industry sources.000 sales points and retailers. Motorola Motorola offers market-changing icons of personal technology . many large EMS (Electronic Manufacturing Services) companies are seriously considering setting up their handset facilities in India.
. It has an all-pervasive supply chain that delivers greater value to over 5. portable energy storage products and systems. MAJOR PLAYERS Nokia A world leader in mobile communications. The conglomerate has made great strides in customer satisfaction through a strong local presence via a dual partner distribution strategy. user-friendliness and secure solutions. fixed. though. sells and services wireless subscriber and server equipment for cellular systems. Innovation is just one of the things that have kept Samsung at the top of the mobile market. Nokia is the world's leading supplier of mobile phones.
Sony Ericsson Their mission is to establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry. [Annexure 1]
. Their latest technological applications make them stand at the forefront of innovation.
. This research will explore the consumers’ behavior towards buying a mobile handset.
To find the Consumer Buying Behavior of Mobile Handsets
This is a Descriptive Market Research. Within each brand there are various models. each with different attributes and functions.2
Market Research on Consumer Behavior
PURPOSE OF STUDY
The purpose of the study is to find the Consumer Buying Behavior of Mobile Handsets
SCOPE OF STUDY
There are more than 28 Brands of Mobile phones available ion the market. This research will open the doors of the consumer buying behaviour of a mobile handset.
The primary sample of 100 in which 50 were working professionals and the rest 50 are students. However in case of working professionals over the age 35 give more priority to handsets which provide maximum utility and a very sophisticated look. Primary data will be collected through Questionnaire SAMPLING We have used the Convenience Sampling Method. HYPOTHESES To further prove our analysis we had taken three hypotheses into consideration which proved vital in understanding the buying behavior of mobile handsets and the preference for the purchase of mobile handsets. To prove the hypothesis. Z-test and ChiSquare test.
. Through the entire process of our study we also came to understand the brand preference and the brand recall of Nokia is higher as compared to the rest in the mobile handset industry in India. A test survey was conducted for the assumptions made in Chi-Square and Z-test. two different statistical tests were used.3 Research Methodology
DATA COLLECTION The secondary data study gave us insights on understanding consumer buying behavior and various concepts on purchase of mobile handsets. From our sample size we came to understand that mobile handsets which came up with latest handsets would be preferred by students and the younger segment of the working professionals.
The word is out and it’s simple. which expected hedonic aspects the reason being external appearance being of core importance.” We found that about 76% expect maximum utility out of the cell phones. The adjacent exhibit shows us the various influencers in a radar or web format with the center point having the least percentage i.e. Surprisingly.4 Analysis
UNDERSTANDING CONSUMER BEHAVIOR Let us begin with the foremost reason why consumers buy a particular mobile handset. 0 % and increasing upwards along each strand in the web. [Annexure 3]
. friends and family play a important role in influencing a student in buying a handset whereas. There was another set of population. If you observe. unlike what many would have assumed. According the sample population we find that almost 80% of the sample size expects value for money. “Consumers buy a particular handset more for its utility than for its aesthetics…. distributor does not play any role in buying a handset as none of the respondents from either of the groups believe distributor can influence them to buy a handset. [Annexure 2] Major Influencers The purchase of any product gets influenced by different factors which might range from a group of people insisting to buy the product to the promotional schemes luring the consumers to make the purchase. the working professionals get more influenced by promotional offers and advertisements.
Whereas. Now. But considering Up-gradation is still the number one reason within both groups. it should focus more on reducing cost and improving its features as these are the two most important factors people would consider while buying a mobile handset.The Possible Reason here could be that. [Annexure 4] Influential Factors Again. the responses from both groups were similar with only minor differences. in case of students. This would certainly help them. followed by brand name and other factors such as service centers available and the resale value they can get from a particular brand. The probable reasons to shift from one brand of handset to another are up-grading to a new technology. for a working professional. cost and features hold important place. why would people want to shift from their current handset to another one. to consider. cost is the most important factor with almost 40% picking this option followed by features. The only minor difference here is that. many students also believed that the reason to shift from one handset to another is only because of the loss or damage of the current one. in shifting brand loyalty from competitive brands to their own handsets. for professionals features stand out more important (42%) than cost. Whereas. handset companies can concentrate on upgrading their handsets and become more competitive to the other brands in the market. [Annexure 5]
. While a major percentage (68% for professionals and 52% for students) in both groups agreed that they would shift to another handset just for up gradation. because students still do not have the purchasing power in their hands. their major influence is promotions and advertisements considering which they can decide on their own whether to go for a handset or not. though friends and family do influence to some extent. So if a company wants to target a group of people to make a shift from their current handset to their brand. to some extent. When asked to a group of working professionals and non-earning students. whether to buy a new mobile handset or not largely depends upon how much their friends insist them for buying it and how much the family supports them in making the actual purchase. unhappy with the current handset. if we try and study the factors that influence the most in the purchase of a handset. lost or damaged or any other reasons. we find that for both the groups.
Also we found that a major proportion of population tends to shift to newer models in less than 2 years. If we get carried away by the 44% figure and say that promotional schemes are probably not important for handsets. And finally. most respondents (almost 44%) gave a negative nod to it. And only 24% said they would definitely wait and make use of the promotional scheme. they would wait for it or else just buy whenever they feel the need. 7]
. A large number. When asked a 100 people whether they would post-pone or pre-pone their decision of buying a handset if they knew a promotional scheme was on the way. say 1-2 months away. If the promotional scheme is good enough and launched at regular intervals most people (56% adding 24% and 32%) would want to wait for it and make use of it. almost 32% also said that it would depend how far or near the time is to make use of the promotional discounts. If it is quite near. we might be being very pessimistic. [Annexure 6. consumers tend to shift to newer technology over the years and would want to upgrade to a new model due to newer technology available.Promotional Schemes Promotional schemes and discounts are considered a very important factor in shaping the buying behaviour of consumers. But do promotional schemes play a role for mobile handsets? The answer to this could be dicey. This result also shows the importance of having a good promotional scheme and the importance of timing in launching promotional schemes.
Nokia gets full marks for all the parameters whereas the other brands are only little behind with Sony Ericsson and Motorola getting almost similar scores along three parameters. and the result. Motorola can work a little better on its distribution network. Samsung was a close fighter. As can be seen in the following exhibit. Semantic Differential Semantic Differential is a tool used to compare two of more brands along different parameters. followed by Samsung. Sagem. -2 being the least preferred and 2 being the most preferred. [Annexure 9]
. The following exhibit shows bi-polar scaling for 4 different parameters on a rating of -2 to 2. Sony Ericsson and Motorola. BenQ. This further proves the overall market share of Nokia handsets in India. [Annexure 8] Brand Recall Our research tried to study the most recalled brand of handset in the minds of consumers. as would look obvious was Nokia.UNDERSTANDING BRAND PREFERENCE Current Handset Across the mobile handset industry in India we find that Nokia has been the most dominant player in the industry in the Indian market and boasts of a market share of 75%. Other brands such as LG. When asked which. Nokia is a straight winner with almost 73 % of the respondents currently using Nokia. The below exhibit gives a clear picture of the share of handset brands within the respondents participated in our research. Probably it can come out with more service centers or better service facilities within its service centers. etc together hold the second position with 11%. being the second most recalled brand with almost 34% respondents mentioning the brand. with almost 95% recalling Nokia. However. is the next brand that they were able to recall.
of Positive Mentions Character = No of Mentions Let us do the Strength Character Analysis for the brand Nokia which is supposedly the most strong brand amongst all other brands of handsets. around 95 people mentioned Nokia and only 5% mentioned other brands. If a 100 people are asked to mention any brand they can recall. The Strength criterion is measured in the following way. of Mentions Strength = No of Respondents The Character criterion is measure in the following way.Strength Character Analysis Strength Character Analysis is used to measure the hold of the brand in the market and the positive image for a brand in the market. If a 100 people are asked to mention any brand that they think is having a particular good feature/factor. then the Strength of the brand would be
No. No. Hence. When 100 respondents were asked to mention any brand that they could recall. then the Character of the brand would be. Strength = (95 / 100) * 100 = 95 % * 100 * 100
Strength and Character.When the 100 respondents were asked to mention any brand which they thought were cost effective and gives maximum features. STRENGTH CHARACTER Low High Low Lie Low Gain Attention High Change Image Maintain
. so it falls in the lower-right box. Nokia should try and maintain its strategies so that its position in the market remains stable and doesn’t fall. Hence. Nokia has high values. And the strategy suggested in the same. is to Maintain. around 85 respondents mentioned Nokia and remaining mentioned other brands. Character = (85 / 95) * 100 = 89%
We now try and plot Nokia in the Strength Character Matrix. In both.
say Samsung. But players like Sony Ericsson if become more aggressive. Sony Ericsson.
. Motorola or others. Most respondents want to shift to Nokia in the future irrespective of what they are using right now. which.OTHER OBSERVATIONS Current Handset v/s Preferred Handset The below given exhibit has linked the current handset usage to what the consumers would prefer in the future. An interesting observation here is. there are around 18% want to stay with the same brand while the remaining want to shift to Nokia. there is also a group of Nokia users (around 12-15 %) which wants to shift to Sony Ericsson as their next handset. among the current users of Sony Ericsson. can pose a problem to Nokia.
100 90 80 70
% O f R e s p o n d e n ts
60 50 40 30 20 10 0 S a m su n g S o n y E ri c sso n N o ki a M o t o ro l a O t h e rs
Pre f e rre d Ha n d s e t
N o ki a S o n y E ri c sso n
Curre nt Han ds et
Demand for Nokia has been great in the Indian market and seems will be quite good in the future as well. though sounds far fetched. Surprisingly.
the second brand in line after Nokia for Resale Value is Motorola i.e. Nokia is preferred in almost all cases. Brand Name and Service Centers available.
100 90 80 70
% O f R e s p o n d e n ts
B r a n d P r e fe r e n c e
40 30 20 10 0
O th e r s M o t o r o lla S o n y E r ic s s o n N o k ia Cost F e a tu r e s R e s a le V a lu e S e r v ic e C e n te r s B rand Nam e
Im p o r ta n t F a c to r
Similar is the case for other factors such as Features. out of 100 people who are influenced by resale value while purchasing a brand. This shows Nokia sells itself at the right price and therefore cost-conscious people prefer Nokia. When the influential factors in buying a brand were linked to the preferred brand by consumers. certain interesting facts came out. Out of the 100 who said cost is the most important factor they consider while purchasing a handset.
. Resale Value. Interestingly. almost 85% preferred the brand Nokia followed by Sony Ericsson.. This was further proved from one of the results of our study.Linking Consumer Behavior to Brand Preference It is said that there is a direct relationship between Consumer Buying Behaviour and the brand that they prefer. around 65% prefer Nokia and the remaining 35% prefer Motorola. This shows the strength of the brand in all these factors which has been possible because of the time it has spent in the market and the experience it has gained about the consumers in the market.
HYPOTHESIS Research Question 1 Who influences the consumer the most while taking a purchase decision? Hypothesis: 1 H0: p0 ≥ 0.645
A test survey was carried out before the main survey and as per the results. Out of the people influenced by promotional schemes most of them are working professionals. Therefore it is a Two Tail Test. more than 50% of the population are influenced by friends and family while purchasing a mobile handset. H1: p1 i. Our research also showed that 21% is influenced by advertisement and 26% by promotional schemes. Applying Z test using SEP Particulars n p (claim) q P SEP Z-cal Z-tab Values 100 0.05 0.5 0.5 i. Since Zcal<Ztab.e.6 1.53 0. 50% of the population is influenced by friends and family while purchasing a mobile handset.
. “p” is assumed to be 0. we accept H0 i.5.e.5 0.e Less than 50% of the population is influenced by family and friends while purchasing a handset.
50% of the target population consider cost and features as important factors while purchasing a mobile handset.75.e.043301 0. H1: p1 i. for more than 50% of the population cost and features are important factors while purchasing a mobile handset. “p” is assumed to be 0.e.25 0.Research Question: 2 What are the most important factors for a consumer while taking a purchase decision? Hypothesis: 2 H0: p0 ≥ 0.5 i.e. Therefore it is a Two Tail Test.645
Since Zcal<Ztab. Particulars n p (claim) q P SEP Z-cal Z-tab Values 100 0.
. Our research also showed that 14% of the population considers brand name most important while purchasing a mobile handset most of which constitutes college going students. we accept H0 i.79 0. Applying Z test using SEP A test survey was carried out before the main survey and as per the results. less than 50% of the target population consider cost and features as important actors while purchasing a mobile handset.75 0.92376 1.
This could be because mobiles with few features are less complicated .62 0. Therefore there exists a relationship between occupation and features of a mobile handset.24 37.Research Question: 3 Is there a relationship between occupation of a person and features of a mobile handset? Hypothesis: 3 H0: There exists no relationship between occupation of a person and features of a mobile handset.
Occupation Features Outlook Voice Display Students Professionals TotaltTotal 38 33 36 37 25 32 77 171 75 58 68 184 385
OBSERVED 38 33 36 107 37 25 32 77
EXPECTED (O-E)2 41.28 41.23 22.8 102.02 0. Our studies showed that the working professionals were not much concerned with cell features in comparison with college going studies.
. the results are as follows.64 638.6 0.27 13.89 6.69 32.93 7.53 1.58 3.It is also a fad for students to posses a mobile with more features.24
Functions 107 Total 214
Χ CAL Χ2TAB
9. H1: There exists a relationship between occupation of a person and features of a mobile handset. As per our research most of the professionals in the age group 35 and above preferred a mobile phone with fewer features.23 37.57
(OE)2/E 0.8 102. Applying Chi-Square Test.32 22 52.815
Since Χ2CAL> Χ2TAB we reject H0.09 0.69 32.33 0.27 33.22 0.
LG can dream of catching up with Nokia if they put more efforts on improving their technology. It is recommended that companies concentrate more on developing these two “ P’s ” and spend more time on enhancing their products at offer it at lower prices which can be done by employing cost-reduction measures. Using these insights we suggest a few recommendations to the handset brands to beat the ever-winning brand Nokia and a few recommendations to Nokia on how it can maintain its position in the market. They can spend more in R&D and less on promotions which would help them in developing innovative products which would sell itself without much promotion. with more than 40 % people mentioning it as the major influential factors. How Can You Beat Nokia ?
Focus On Product & Price In the analysis we found the major influential factors are Cost and Features while purchasing a mobile handset.5 Recommendations
The survey and analysis that we have conducted has brought out certain interesting facts and given insights into the buyer behaviour in case of mobile handsets. Samsung. Cost and Features are parameters of Price and Product respectively. Be a Technology Driven Company When asked if they would upgrade to a new handset due to this innovative technology. a majority of 70% people gave a positive nod. Brands such as Sony Ericsson. Utility more important…Aesthetics come second…
. This implies that people attracted towards newer technology and will be able to shift from one handset to another if it uses better technology.
functions it can offer rather than the display or color of the handset. To fight players such as Sony Ericsson. So if you want to reach Nokia’s position. How Can Nokia Maintain Its Position? As we have seen in the Strength – Character Analysis. Nokia is already a market leader. this is one focus area the companies can consider to work upon. But it needs to hold its position in the market. In one of our analysis. Nokia is a very strong brand and lies in a comfortable position as of now.e. i.A whopping 76% said they would buy a mobile handset for the utility it provides rather than for its aesthetics. Even in the Product. companies should concentrate more on the internal features. Nokia has to maintain its present strategies or else they might become a threat in the future. Nokia as placed itself as the brand which offers maximum features in reasonable prices. we found that some of the users of Sony Ericsson want to stay with the same brand and few other users who were using different brands such as Motorola.
. Samsung wanted to shift to Sony Ericsson.
though Nokia is the first name that comes to their minds. Word of mouth plays an important role in such products and therefore it is important for the product to be of important quality.
. Companies should therefore concentrate more on developing the first P and make it available at reasonable and reachable prices. Handset buying is a high involvement product wherein the consumer wants to know from different sources about brands. Nokia stands out as a clear winner. It is because of the experience it has in the market.6 Conclusion
This project has helped us in understanding the behavior of consumers towards mobile handsets and what they prefer in different brands. So the product itself becomes the promotion for the brand…….
nokia.com www.com www.Bibliography & Webliography
BIBILIOGRAPHY MARKETING MANAGEMENT –BY PHILIP KOTLER CONSUMER BUYING BEHAVIOURMARKET RESEARCH-NARESH MALHOTRA
MARKET SHARE OF MAJOR MOBILE HANDSET PLAYERS
7% 2% 10% 7% 60% 14% NOKIA SAMSUNG MOTOROLA SONY ERICSSON LG OTHERS
Preferred Aspects Aesthetic 24%
Reasons To Shift
100 80 % U sers 60 40 20 0 Upgradation
8 68 52 14 14 32 8 4
Influential Factors 100 80 % Users 60 40 20 0 Students Professionals Segments 2 40 36 16 6 4 40 42 12 Cost Features Resale Value Brand Name 2 Service Center
UPGRADATION DUE TO TECHNOLOGY
100 % USERS 80 60 40 20 0 yes RESPONSES no 70 30
PRE/POSTPONING DECISION DUE TO PROMOTIONAL SCHEMES
100 % USERS 80 60 40 20 0 yes no RESPONSES depends
44 24 32
CURRENT HANDSET USERS
100 90 80 70 % USER 60 50 40 30 20 10 0 samsung sony ericsson nokia BRANDS motorola others
Sony Ericsson & Samsung