A Business research project On MOBILE HANDSETS

Submitted to: by:
a.K Gupta (Lecturer) Accman Institute of ManagemenT

SubmitteD
MOHD.arish

Acknowledgement

We take the opportunity to express our gratitude to all the respondents, who has helped us to achieve such results and finish the project on time. This research project could not have been possible without their dedication, patience, assistance and cooperation. We thank our seniors Nabin Shaw & Tirthankar Basu for helping us when we needed some guidance for the project. We particularly gratify Prof. A.K Gupta for his guidance throughout the project. We thank our mentor Mr.Debashish Dey for providing us with all the necessary statistics. We also thank our parents who have selflessly financed our project work. As we all know this project is very important for us for the partial fulfilment of PGDM. As this project will provide us with knowledge far greater than what we have in the books. So the importance of this project is far greater than only educational qualification. Above all, we thank GOD, Almighty for the immense wishes and blessings that gave us motivation and confidence to complete this project on time.

VERIFIED RESPONDENTS
S. No. 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16) 17) 18) Name ADITYA SHARMA AKHILENDRA MISHRA ANURAG KUMAR ARVIND CHATTERJEE ARUPA KUMARI AVANI SHARMA AYESHA TAKIA BANI WALIA BANDANA SHARMA BHIM SINGH BUDDHADEV BHATTACHARYA CHANDAN ARORA CHAITALY ROY CHHAVI JAIN CHANDRAKANTA KUMARI DAMINI PADAM DAYA JETHALAL DEEPIKA PADUKONE Sex M M M M F F F F F M M M F F F F M F Age 19 25 22 28 19 20 21 24 22 25 18 28 16 26 32 35 23 22

19) 20) 21) 22) 23) 24) 25) 26) 27) 28) 29) 30) 31) 32) 33) 34) 35) 36)

DEEPSHIKA GARG DIPAAK JAIN DIVYA BHARTI DRISHTI SHARMA ELA ARUN GANGA VIRANI GAURI PRADHAN GAYATRI DEVI GEETA BASERA GITIKA SHARMA GUNJAN JAIN GULAB KHAN GURCHARAN SINGH HAMSA KHANAM HARSHITA JOSHI HIMANI SHIVPURI HEMARAJ BALSAVAR HIRESH NAIDU

F M F F F F F F F F F M M F F F M M

37 24 22 28 31 23 31 44 22 21 22 54 46 56 76 56 36 34

37) 38) 39) 40) 41) 42) 43) 44) 45) 46) 47) 48) 49) 50) 51) 52) 53) 54)

IBAHANAN ABRAHAM ILESH RODRICKS INDRAJIT ROY INDRANEEL MUKHERJEE INDU JAIN JAGAT SINGH JEET KUMAR JITENDRA KUMAR KALIDAS VASTAN KAMADEV MANOHAR KARTHIK AKHTAR KAVI BAGLA KASTURI MOURYA KAVITA KESARVANI KESAR SHARMA KISHORI LAL KOMAL MEHRA KUNJAL MEHTA

M M M M F M M M M M M F F F F M F F

26 24 34 31 46 43 32 44 56 66 32 21 25 29 16 45 17 33

55) 56) 57) 58) 59) 60) 61) 62) 63) 64) 65) 66) 67) 68) 69) 70) 71) 72)

KUSUM SRIVASTAV LAILA KHAN LATIKA PODDAR LAVANYA SHARMA LEKHA TANDAN LONA PAUL MADHURI DIXIT MADHUMALATI JHA MOHIT KHURRANA MOHAN JOSHI MUKESH AMBANI NALIN VERMA NANDA NILEKENI NISHANT MALHOTRA NIRANJAN KUMAR NUPUR CHHABRA OMI JOSHI PADAMSHRE PRASAD

F F F F F F F F M M M M F M M F M M

23 22 54 67 17 27 69 57 87 45 36 75 23 19 20 21 43 54

73) 74) 75) 76) 77) 78) 79) 80) 81) 82) 83) 84) 85) 86) 87) 88) 89) 90)

PADMA NARAYAN PARIKET BOSCO PRABHAT RAI PRAFULLA KUMAR PRANAV MUKHERJEE PURU BHAGOD RAJ ARYAN RAJESH KUMAR RAJKUMAR SANTOSHI RAM MEHRA RAMAN MEHTA RANJAN KUMAR RISHAB KHANNA RUJUL NARAYAN RUPESH NEHRA SAGAR CHOPRA SAMIR KHURANA SANJAY GANDHI

F M M M M M M M M M M M M F M M M M

38 41 37 54 44 48 25 21 73 66 55 58 33 51 77 63 28 33

91) 92) 93) 94) 95) 96) 97) 98) 99)

SAURABH NAGPAL SHRUTI VERMA SHULABH DEY SIMRAN LAMBA TAPAN MISHRA TARAN SINGH TEJANDER SINGH VIPIN SAHNI VIPUL PANDEY

M F M F M M M M M M

80 22 24 55 59 42 39 69 57 38

100) YOGESH SARKAR

Preface
Business research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific business problem. As we all know market research is an ancient technique to find out how one things rank against each other. It has been used since the time began.

Market research comprises one of the most important and fascinating facets of marketing. The ethical aspects of market research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project presented and developed in more detail throughout the text.

Synopsis

Objective:

To understand the reason behind the switch over of mobile brands by the customers. Anurag, Shruti Nupur, Shouvick,

Researchers:

Research Guide: Prof A.K Gupta Mr. Nabin Shaw Mr.Tirthankar Basu Mr. Debashish Dey Project Duration: 45 days Area of Research: Sample Unit: Sample size: Methodology: Local Population

Men & Women 100 Exploratory research and conclusive research (Random sampling) Questionnaire

Sample tool used:

Contents
 Design of the study: o Introduction of the study.................................................. o Objectives.......................................................... .....................

o Statement of the problem................................................. o Scope of the study............................................................... o Methodology of data collections................................... o Limitation of the study...................................................... Mobile Phone Industry: o History............................................................... ...................... o Introduction....................................................... ................... o Questionnaire.................................................... ...................  Finding and suggestions: o Introduction....................................................... .............. o Findings............................................................. ................ o Suggestions....................................................... ................ Conclusion......................................................... ...............
o

o References........................................................ ...................

List of tables
• Showing sex wise classification of the respondent. • Showing the no. of respondents belonging to different age group. • Showing the occupation of the respondents: • Showing the income of the respondents. • Showing the educational qualification of respondents. • Showing the number of consumer using the mobile in different years. • Showing the names of different models used by respondents. • Showing the purchasing capacity of consumer year wise. • Showing the post purchase satisfaction of respondents.

• Showing the various factors which may influence consumer. • Showing various reasons for using the product by respondent. • Showing the criteria while purchase by respondents. • Showing various network connections used by respondents. • Showing no. of minutes spent on mobile phones. • Showing the rating allotted to mobile phone provider. • Showing various accessories used by respondents. • Showing the amount being spent on phones. • Showing the usability of mobile phones • Showing various features of mobile phones .

Showing the level of satisfaction regarding the mobile phone battery.

LIST OF GRAPHS

• Showing sex wise classification of the respondent. • Showing the no. of respondents belonging to different age group. • Showing the occupation of the respondents: • Showing the income of the respondents. • Showing the educational qualification of respondents. • Showing the number of consumer using the mobile in different years. • Showing the names of different models used by respondents. • Showing the purchasing capacity of consumer year wise. • Showing the post purchase satisfaction of respondents. • Showing the various factors which may influence consumer. • Showing various reasons for using the product by respondent. • Showing the criteria while purchase by respondents.

• Showing various network connections used by respondents. • Showing no. of minutes spent on mobile phones. • Showing the rating allotted to mobile phone provider. • Showing various accessories used by respondents. • Showing the amount being spent on phones. • Showing the usability of mobile phones
• •

Showing various features of mobile phone . Showing the level of satisfaction regarding the mobile phone battery.

Design Of The Study

Introduction to the study

Society is a diversified in all aspects. We see this among consumers, marketers, producers and even among consumer behaviour from theoretical aspects. The study of consumer behaviour enables marketer to predict consumer behaviour in the market; it also produces under standing of the role that consumption has in the lives of individuals. Consumer behaviour is defined as a behaviour that consumers display while searching for purchase, using, evaluation and disposal of products, services and ideas that they to satisfy their needs. The study o f consumer behaviour is concerned not only with what consumers buy, but also with what they buy it, when, from where and how they buy it and how often they buy it. It is concerned with learning the specific

meanings that products hold for consumers. Consumer research takes place at every phase of the consumption process; before the purchase, during the purchase and after purchases. Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It attempts to understand the buyer decision processes/buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs, values motivation, personality, social class and many other factors that are both internal & external to us.

Consumer behaviour is interdisciplinary; i.e. it is based on concepts and theories about people that have been developed by scientist in such diverse disciplines as psychology, sociology, social psychology, cultural anthropology and economics. Consumer research is the methodology used to study consumer behaviour. The study of consumer behaviour is the study of how individuals make decision to spend their available resources on consumption elated items. It includes the study of what, why, when and form where they buy etc. Consumer behaviour is a relatively new field of study emerged in late 1960s with no history or body of research of its own unlike branches of economics. Many early theories concerning consumer behaviour were based on economic theory on the notion that individuals act to maximize their benefits in the purchase of goods and services. There are number of reasons why the study of consumer behaviour developed as a separate marketing discipline. As sum as the marketing researchers began to study the buying behaviour of customers, they realized that, despite a something “me too” approach

to fashions, many consumer rebelled at using the identical products everyone else used. The primary purpose or studying as part of a marketing curriculum is to understand why and how consumers make their purchase decisions. These insights enable marketer to design more effective marketing strategies. Consumer behaviour has become an integral part of strategic market planning. Society as a the belief that ethics and responsibility should also be integral components of every marketing concept, which calls on marketer to fulfil the needs of their target market in ways that improve whole. In addition to studying consumer uses and purchase and post purchase evaluations of the product they buy, consumers researchers are also interested in how individuals dispose the other one’s new purchase.

Objective
 To analyse the customer behaviour of Mobile Phone.

To know the motivating factors of consumers in purchasing Mobile phone.

 To know how brand preference is formed in purchasing Mobile phone.  To ascertain the level of brand loyalty and brand image associated by consumer with a Mobile brand.  To measure the level of satisfaction of customers of Mobile Phone.  To study the consumer perception towards Mobile phone.

Statement of the problem
In today’s scenario, we can see In Telecomm Industry, many mobile companies launches numerous number of mobile phones with extra derivative features. This creates many problems regarding their functions, software’s & batteries. Hence, we can say that the mobile phone companies are decreasing their quality in terms of quantity. So, there is a create deal of confusion in the mind of consumer during the time of purchase of mobile phones.Hence,the brand loyalty of mobile phones decreases.So,their are large number of consumers switch their mobile brands.

Scope of the study
This study of under standing the behaviour of the customers on mobile brand, namely NOKIA, SONY ERICSSION, SAMSUNG, MOTOROLA. Apart from that trying to acquire a better insight and understanding into the vital & trivial aspects of the mobile market, it also helps in assessing the company’s strength and weakness against the

competing mobile brands. Thus, helps in finding the loop holes in the company’s products on in finding logical solutions to the problems. This study helps in finding out:  How the customers rate attributes of mobile phone. the various

 How effective has been the company in positioning its mobile phone brands.  How effective has the company’s marketing strategy of low making charge, with offering a whole lot of unique features provided in the market.

Methodology for data collection
1.Source of data: There are broadly two types of data available to a researcher. They are; (a) Primary data (b) Secondary data Primary data: It refers to the first hand information collected by the researcher, specific to the research problem. It includes using different primary data collection

tools such as personal interview using questionnaires, telephone surveys, mail surveys etc. For the present study, primary data was collected by survey method using questionnaires. Secondary data: It is the information that already exists for another purpose. This refers to all those data which are collected for some earlier research work. The secondary data for this work was obtained form company profile, company magazines, website, newspapers, internet, text books, reports and form company brochures and other promotional materials. Sampling:

2.

In the consumer market research, there is a problem of selecting a sample of few hundred respondents from a vast population. The reason for sampling is that it is not possible to cover the entire population in the field of research.

SAMPLING DESIGN Type of sample: Sampling: Simple random For this study respondents were the of

Mobile phone users only were selected. Research instruments: Structured closed & open ended questionnaire. Method: The respondents were contacted personally and interviewed.

Limitations of the study
The main limitations are: Time limitation for compelling the project.  The data obtained in some cases may be biased.  Difficulty in communication within the city while conducting the survey.  The information obtained from the consumers based on questionnaires was assumed to be factual.  Since the survey is based on sampling method, it does not disclose the character of the entire customers.

MOBILE PHONE Industry

History
Recognizable mobile phones with direct dialling have existed at least since the 1950s. In the 1954 movie Sabrina, the businessman Linus Larrabee (played by Humphrey Bogart) makes a call from the phone in the back of his limousine. The first fully automatic mobile phone system, called MTA (Mobile Telephone system A), was developed by Ericsson and commercially released in Sweden in 1956. This was the first system that did not require any kind of manual control in base stations, but had the disadvantage of a phone weight of 40 kg (90 lb). MTB, an upgraded version with transistors, weighing 9 kg (20 lb), was introduced in 1965 and used DTMF signalling. It had 150 customers in the beginning and 600 when it shut down in 1983. The first person to have a mobile phone in the United Kingdom was reputedly Prince Philip, who had a system fitted into the trunk of his Aston Martin in 1957. The Prince could make phone calls to the Queen while driving, which was thought to be quite amazing at the time. The Duke of Gloucester heard about the mobile phone and tried to obtain one, but the Post Office denied his request. They were prepared to

indulge the husband of Her Majesty, but nobody else, as the system used an entire dedicated radio frequency.

First generation

Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger prototype model in 1973. This is a reenactment in 2007. Second generation In the 1990s, 'second generation' (2G) mobile phone systems such as GSM, IS-136 ("TDMA"), iDEN and IS-95 ("CDMA") began to be introduced. In 1991 the first GSM network (Radiolinja) opened in Finland. 2G phone systems were characterized by digital circuit switched

transmission and the introduction of advanced and fast phone-to-network signalling. Third generation The first pre-commercial trial network with 3G was launched by NTT Do Como in Japan in the Tokyo region in May 2001. NTT Do Como launched the first commercial 3G network on October 1, 2001, using the WCDMA technology. In 2002 the first 3G networks on the rival CDMA2000 1xEV-DO technology were launched by SK Telecom and KTF in South Korea, and Monet in the USA. European launches of 3G were in Italy and the UK by the Three/Hutchison group, on WCDMA. 2003 saw a further 8 commercial launches of 3G, six more on WCDMA and two more on the EV-DO standard.

INTRODUCTION
In this chapter an attempt is made to study about on the consumer behaviour of the mobile phone for switching among the different brands. We formulate the questionnaire on consumer satisfaction of mobile phones & on the basis of that we interpretate the questionnaire & findings results & suggestions.

QUESTIONNAIRE
Objective: To understand the reason behind the switchover of mobile phones brands by the customer. Name: Gender: Male Female 18-25 Service Age: Below 18 Above 25 Occupation: Student

Professionals Homemaker

Income Level: Below10000 10000-20000 20000-30000 Above 30000 Educational Level: Primary Secondary High School Graduate Post Graduate 1.How long have you being using mobile phone? Within 1 Year

1-2 Years 2-5 Years Above 5 Years

2.What mobile phone do you own? NOKIA SAMSUNG SONY ERICSSION MOTOROLA OTHER PLEASE SPECIFY…………………………. 3.What year was it purchased? Within 1 Year 1-2 Years 2-4 Years Above 4 Years 4.Have you ever purchased a phone that you have become disappointed with soon after? YES NO CAN’T SAY 5. If yes then what disappointed you about the phone?

…………………………………………………………… …………………………………………………………… …………………………………… 6.What influenced you purchase your phone? BRAND TECHNOLOGY LOOK OTHERS PLEASE SPECIFY………………………… 7.Please arrange the following in the order of importance to you when purchasing a phone starting with most important(please number them): Look of the phone Technology Easy of Use Ability to be personalized Phone Specifications 8.What are your reasons for using mobile phones? WAP (Wireless Application Program) Just Talk On It Use GPRS Function Receive, E-mail &SMS

Download Screensaver & Songs Other Please Specify……………………………

9.Please write your model of phone …………………………………………………………… ……….......................

10. Why do you choose this model? (you can take more than one option) Price Function Size & Weight Appearance Trend Advertisement Other Please Specify………………………………………………… ……………………..

11. Which mobile phone network are you using now? ………………………………………………………………… ………………. 12. How much time you spend each month on the phone? Less Than 500 mins 100-299 mins 300-499 mins More than 500 mins 13. Are you satisfied with the overall performance your mobile phone provider? (Give your rating for 1-5) ………………………………………………………………… …………………… 14. What phone accessories do you have (you can choose more than one option(s) Shell Hand free MP3 Plug In Computer Ringing Tone Editor Modify Appearance e.g. change the colour of light

Other Please Specify……………………………………………………… ………… 15. How much money do you spend on purchasing the mobile phones? Below Rs.2000 Rs.2000-Rs.4000 Rs.4000-Rs.8000 Above Rs.8000 16. Do you know mobile phones harder to use? YES NO CAN’T SAY 17. Does your mobile have any of these features? WAP Games Text messaging Bluetooth Radio 18. Please give a short review of your phone, describing – How easy it is to use What you think about the of the look of the phone The way the phone feels in your hand What you like and dislike about your phone in general

………………………………………………………………… ………………………………………………………………… …………………………………………. 19.Are you satisfied with your mobile phone battery? YES NO Can’t Say

ANALYSIS OF DATA
TABLE NO.-1

Showing the number of customer in sex classes:
NO. of RESPONDENT NTAGE(%)NO.OF NO. OF RESPONDEN TSPERCENT RESPONDENT S AGE (%)NOKIA51 51SAMSUNG 3030SONY ERICSSION1 010MOTORO LLA99OTHE RS11TOTAL 100100NO. of RESPONDEN TPERCENTA GEWITHIN 1 YEAR1515% 1-2 Yrs1515%25 Yrs2020%Ab ove 5 Yrs5050%CH ART NO.6:PERCENTA GEPRIMARY 44%SECOND
NO.OF RESPONDENTPERCE

PERCENTAGE

ARY66%HIG H SCHOOL202 0%GRADUAT E3535%POS T GRADUATE3 535%CHART NO.-5NO. of RESPONDEN TSPERCENT AGEBELOW 100001818 %10000200003030 %20000300004040 %ABOVE 300001212 %NO. of RESPONDEN TPERCENTA GEPROFESSI ONAL3535S ERVICE3030 STUDENT20 20HOMEMA KER1515 CHART NO.3: NO. of RESPONDEN TSPERCENT AGEBELOW 1877%18256565%AB OVE 252828%CA

TEGORY CHARTS NO.7:

INTERPRETA TION: We can see that Nokia is the market leader in the mobile phone industry and it shares the dream image in the customer mind.

TABLE NO.8:
YEAR PURCHASED

INTERPRETA TION:

Usually customers buy or change their mobile phones after 5 yrs, they usually purchased having and the consumers who are frequent buyer have interest in electronic products with latest technology, they tried for that.

TABLE NO.7: Showing the mobile brands used

by customer.
USING BRANDS

INTERPRETA TION: In today world, for buying mobile phones doesn’t matter at all because any person can easily use the mobile phones but yes at some extent those mobile phones that have the derivative functions and features in them for use of that phone. We definitely

have the knowledge and around 30%-40% of graduate, High school, Post graduate use mobile phone comparative to primary or secondary one.

TABLE NO.6: Showing the number of consumer using the mobile in different years.
YEARS

INTERPRETA TION: Through this survey we found that maximum percentage covered by professional s, services and student who are frequent users of mobiles phones & less percentage in comparison to other respondents are covered by homemaker s.

TABLE NO.4: Showing the income of the respondents . INCOME GROUP (in Rs.) CHART NO.2:

INTERPRETA TION: We have found that 65% respondent of the 100 people we surveyed in age between1825 uses more phones. We surveyed the maximum number of

youth using mobile phones and we saw they were not loyal to their brand as comparison to middle aged person.

TABLE NO.3: Showing the occupation of the respondents : OCCUPATION WITHIN 1 YEARCHART NO.4:CHART NO.-1 INTERPREinte rpreTATION: We found have that 30 30

40% of the 100 respondent we surveyed & had their family income in between 2000030000.30% of them ranged about 1000020000 and below 10000 and above 30000 gathered 18 & 12 respectively. Hence, we come to the conclusion that the average family income of the middle class people who buy mobile handsets.

TABLE NO.-5 Showing the educational qualification of respondents. EDUCATIONA L QUALIFICATIO N Sex wise classificatio n of the respondent.

INTERPRETA TION: We have surveyed 100 people from which 44 female and 56 male. We choose both has the major influence as mobile

phone used by both of them almost equally. Hence, we concentrate d on surveying both type of population.

TABLE NO.-2 Showing the no. of respondents belonging to different age group. AGE GROUP(Yrs.) 1-2 YEAR 2-4 YEAR ABOVE 4YEAR
1 0 0 100

45 15 10

45 15 10

CHART NO.-8:

INTERPRETATION: We can say that the most of the mobile were purchased within the range of 1-2 years. Hence we can say that the mobile phone is purchased is not used for a long period. So the mobile phone users are switching from one brand to another within one to two year.

TABLE NO.-9: POST PURCHASE SATISFACTIONNO. OF RESPONDENTPERCENTAGE (%)YES5757NO3333CAN’T SAY1010TOTAL100100CHART NO.-9: INTERPRETATION:

We can see that more than half of the respondent were disappointed after buying their phone as same have mention there were disappointed with the quality of their pone and also with the features and price of the mobile phone are keep on changing and as the days go better quality of mobile phone is found of a cheaper price .So the consumer are feeling depressed after soon buying the phone as looking towards the market.

TABLE NO.-10:

INFLUENCING FACTORNO OF RESPONDENTPERCENTAGE(%)BRAND1515TECHNOL OGY3030LOOK5252OTHERS33TOTAL100100CHART NO.-10: INTERPRETATION:

We can see that most influencing factor is the look of the mobile phone and the other important information thing that the brand image is not so important. This indicates that the brand loyalty among consumer is less and an average number of consumers are less and an average number of consumers are technologically sound.

TABLE NO.-11: REASON OF USINGNO. OF RESPONDENTPERCENTAGE (%)W.A.P55G.P.R.S.3535EMAIL, S.M.S.4545SCREENSAVER&SONGS1010OTHERS55CHAR T NO.-11: INTERPRETATION:

So, we can say that there are two most dominating factors in use of mobile phone they are GPRS and E Mail &SMS. So we can say that the customers besides speaking also do other activities and hence it is not only a talking medium it is more than that. So, the consumer preferred additional features in its mobile phone.

TABLE NO.12: FACTORSNO.OF RESPONDENTPERCENTAGE (%)Price3535Function77Size &Weight1010Appearance1515Trend1010Advertisemen t2020Other Please33Total100100CHART NO.12:
INTERPRETATION:

From the above table we have observed that price plays the key factor in deciding which model should be choosen .after price its advertisement which plays the second most important factor for the selection of any model.it depicts that price is the most important factor while buying a model.

TABLE NO.-13: NETWORKNO. OF RESPONDENTPERCENTAGE(%)AIRTEL3030VODAFON E2525BSNL1530IDEA3015TOTAL100100 CHART NO.13: INTERPRETATION:

From the above table we have observed that airtel and idea are the market leaders when it comes to choosing a network connection,and

others are following them.it depicts that airtel and idea are most preffered choice of consumer.

TABLE NO.-14: NO.OF MINUTESNO.OF RESPONDENTPERCENTAGE(%) LESS THAN 5001010500-100030301000-20002020MORE THAN 20004040TOTAL100100 CHART NO.-14:

INTERPRETATION:

As per the above observation it is being seen that no.of respondent are highest in case of more than 2000 minutes which are being followed by 500-1000 minutes.it shows that large no of users spend time more than 2000 minutes.

TABLE NO.-15: RATINGNO.OF RESPONDENTPERCENTAGE11515223233272741515 52020TOTAL100100CHART NO.-15: INTERPRETATION:

From the above table we observed that 3 was rated as the most preffered option which was followed by 2.It depicts that the consumer are not fully satisfied but are averagely satisfied by their mobile phone provider.

TABLE NO.-16: ACCESSORIESNO.OF RESPONDENTPERCENTAGE(%)SHELL1010HAND FREE5050MP3 PLUG IN1010COMPUTER RINGING TONE EDITOR1010MODIFY APPERANCE1010OTHER PLEASE SPECIFY1010TOTAL100100CHART no.-16: INTERPRETATION:

As per the above observation it is being noticed that consumers with hands free as their accessories are higher in no.than others which are being less used by them or are less familiar about other accessories.
TABLE NO.-17: SPENDINGSNO.OF RESPONDENTPERCENTAGE(%)BELOW 200020202000-400040404000-80002525ABOVE 80001515TOTAL100100 CHART NO.-17:

INTERPRETATION:

As per the above observation it is being clear that consumers spendings on phone are higher between 2000-4000 and other range are having less preference over the former.so consumers are more inclined to buy models which are relatively cheap.

TABLE NO.-18: PHONE IS HARDER TO USENO.OF RESPONDENTPERCENTAGE(%) YES 3030 NO5050 CANT SAY2020 TOTAL100100 CHART NO.-18:

INTERPRETATION:

As per the observation it is being seen that large no.of consumers are comfortable with the usage of phone as compare to the user who find it difficult.

TABLE NO.-19: FEATURESNO.OF RESPONDENTPERCENTAGE(%)WAP1515GAMES2525 TEXT MESSAGING4040BLUETOOTH1010RADIO1010TOTAL10 0100 CHART NO.-19:

INTERPRETATION:

As per the above observation it is being seen that text messaging is the most popular feature while operating phone as compare to other featureswhich are less in use.

TABLE NO.20: FeaturesNo of respondentsPercentage(%)Usage2828Looks3232Br and2020General2020Total100100 CHART NO.-20:
INTERPRETATION:

From the above table it is clear that most people opt for looks while making a decision when buying a phone.it is followed by usage.it depicts that consumers has a criteria of selecting a phone on the basis of looks.

TABLE NO.-21: SatisfactionNo of respondentsPercentage(%)Yes5050No2828Cant say2222Total100100 CHART NO.-21:

INTERPRETATION:

From tha above table it si clear that half of the people are satisfied by their mobile battery and limited no of people are unsatisfied.this depicts that mobile companies has a achieved a big step in satisfying their customers when it comes to mobile battery.

Findings

And Suggestions
Introduction
This part gives overall information about the consumer behaviour of Mobile Phone Customers. It also includes findings, suggestions and conclusions about the study.

Findings
 

Most of the respondents are youth. Customers of Mobile phone are mainly from upper class and middle class families. Only a few customers are not aware of each& every features of mobile phone.

The available prices are satisfactory according to the most of respondents.  Television is the advertising media through which large no. of customers came to know about the upcoming features of mobile phone.  Factors like company image, quality, advertisement, collections have equally influenced the purchase.  Major no. of respondents is satisfied with the showroom facility.  Look of the phone of some mobile handset have impressed most of the respondent and it plays a important role in purchasing behaviour.  Respondents got immediate response for the complaints registered.  Salesman responsiveness is rated as somewhat good and average.  The overall performance of mobile phone is average.
 

Level of satisfaction of customers is average. Respondents are ready to insist their well wishers to purchase a better mobile phone in terms of mobile phone.

SUGGESTIONS

Mobile phone customers are ordinary people people and have moderate income, so it should be

better to frame promotion programs targeting them by knowing their test and preference.  With regard to advertising, the company should focus on persuasive advertising highlighting the unique feature and benefits of their products.  Only a few customers had purchased mobile phone above Rs15000 so a special attention should be paid in these areas.  Among the service facilities, respondents suggest to improve after sales facility.  More advertisement should be made in media other than television.  Steps should be taken to attract more aged customers.

Conclusion

To conclude the overall responses of the customers of mobile phone is fair. The overall performances in all areas are satisfactory. During the study it was found that the following factors such as email S.M.S, MP3 price etc. has satisfactorily influenced consumer behaviour. Further, there is some kind of promotion activities required to hold the present customers and make new customers.

References Books referred to:
 Marketing Management – Kotler & Keller  Marketing Management - A. Vinod  Consumer Behaviour – Matin Khan  Company profile and magazines  Business world

Websites visited:
      

www.wikipedia.org www.pdftracker.com www.scribd.com www.slideworld.com www.slideshare.com www.managementparadise.com www.pdfgeni.com

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