Professional Documents
Culture Documents
✓ What made you think you should buy a new phone now?
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✓ Is it your first purchase from this company? If not, what was the
previous mobile’s model? If yes, which mobile you had previously?
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✓ Were there any alternatives for you or this was the only option?
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✓ What was the duration between your decision of purchase and actual
purchase?
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✓ What were the basis of choice? list some of the features that are unique
in this mobile.
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✓ How did you pay for it? Cash or through Debit/Credit Card?
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Marketing Mix
❖ Product
1. Tell briefly about the product features that attracted you to purchase this
phone.
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❖ Price
3. Was this price affordable for you? Or did you seek help from family
members or friends?
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❖ Promotion
5. From where you got to know that this phone is in market, or launching soon?
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8. Did the promotion by company really attracted you, or you had already
decided even before watching those ads?
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❖ Distribution
9. Did it come to your mind, where to buy this phone? Yourself or through
some relative living abroad?
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13. Was your family supportive of this decision, for buying an expensive phone?
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14. Are you the only one in family who has an expensive phone? If not, how
many family members have same price range phone?
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❖ Reference groups
15. Did you buy this phone, because you saw someone using it? Any celebrity?
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16. Was that in ads or that person actually had this phone?
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17. IS mobile phone only the commodity that you purchased due to that
celebrity, or there others too?
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❖ Social Class
19. Was it your necessity to keep an expensive phone to maintain your social
class?
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20. IS only this phone, a status symbol in your society? If any other mobile
(also), Name it?
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22. Did any of the cultural aspect come into your mind when you decided to
purchase this phone?
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Psychological Field
❖ Motivation
24. Is there any such function of this cell that any other phone does not have and
it motivated you to buy it?
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❖ Perception
28. How did you learn about the use of mobile phone and deciding which to
purchase?
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29. Is it permanent in your mind that you will buy phone from this company
only?
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❖ Personality
Macro-factors
❖ Political
32. What was the tax rate when you bought this phone? Was it a consideration
for you?
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❖ Economic
33. The prices of phones decrease very soon, how much this factor affected your
decision?
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34. For how much you think you can sale this phone in market now? Are you
fine with its current market value?
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❖ Technological
35. Was your previous mobile incompetent to fulfill your demand for
technological needs?
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36. How much this phone is technologically different from the previous phone
you had or any other phone available in market?
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a) Have you ever visited customer service center? Why or why not?
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b) If there is no customer service center, did not this aspect affect your
decision?
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c) Did any issue make you think that this was not a good choice?
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e) Can you say yourself you are a loyal customer of this company?
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