ASSIGNMENT OF

MARKETING MANAGEMENT
ON
CONSUMER BEHAVIOUR
(MOBILE PHONE)

BY GROUP 5
Anshu Dua
Krati Jain
Sriparna Saha
Rashmi Murmu
Amarkant Singh
Introduction
In the current highly competitive mobile phone market, manufacturers constantly fight to
find additional competitive edge and differentiating elements to persuade consumers to
select their brand instead of their competitors. Mobile phone being a high involvement
product, have a different consumer purchasing process. As these products carry a greater
risk to consumers and have high-value tags, these things aren’t purchased often. Buyers
get engaged in what’s known as extended problem solving, where they spend plenty of
time comparing the options of the merchandise, prices, and warranties, so forth.
Consumers of mobile phone found throughout the world are greatly influenced by these
differentiating factors which affect mobile phone’s purchasing decision. This leads
mobile phone companies to come up with a variety of mobiles with different prices and
features.

Procedure
We conducted interview of three consumers who recently purchased mobile phones. All
three consumers belong to different demographic diversity and to different economical
strata- a teenager dependent on her parents for financial needs, a middle-aged banking
officer and a security guard belonging to low income group.

Implications for marketing decision

1. Need for the purchase:

Analysis of the survey revealed presence of different need among different consumers for
the purchase of the product. For the teenager, it was more of a status symbol rather than
the connecting device. Whereas for the banking officer, the need for new mobile phone
was triggered due to the obsolete technology in his old mobile phone. For the third
consumer, it was the damage of her current mobile handset that triggered the need of new
mobile phone.

2. Thought process:
 After realising the need for new mobile phone, consumers collected information from
various sources available at hand in order to buy the best available option. The teenager’s
source of information were various e-commerce sites and reviews from friends that
influenced her purchase decision. For the banker, online research, offline store
verification and advertisements played a major role. The security guard decided to
purchase a new phone based on online research conducted by her brother.

3. Preferences based on various alternatives

 Here 1 represents the most preferable and 5 represents the least preferable.

4. Purchase decision
Based on their preferences all three consumers differed in their purchasing decision.
Consumer 1 went for one-plus 7 as she preferred features and price while making the
purchasing decision, whereas Consumer 2 being brand loyal chose Samsung Galaxy 7
and Consumer 3 being price sensitive went for RealMe brand.

5. Post-Purchase behaviour
All the three consumers were indeed satisfied with their purchase decision.

FACTORS CONSUMER 1 CONSUMER 2 CONSUMER 3

(College Student) (Bank Official) (Security Guard)
Triggers of purchase Starting her college life Purchasing new phone due Damage of older phone
hence purchasing new to outdated technology of triggered the purchase of
mobile phone older one new phone
Stages in the purchase Online research Online research followed Online research
process followed by reviews by offline store verification
from friends
Inputs sought in each stage Price, features and Price, features and brand Price, features and brand
brand of the mobile selection selection
Salesman suggestions
Roles played in each stage Initiator - consumer Initiator - consumer Initiator - consumer
User - consumer User - consumer User - consumer
Influencer - friends Influencer - advertisement Influencer - brother
Decider - parents Decider - consumer Decider - consumer
Approver - parents Approver - consumer Approver - consumer
Buyer - parents Buyer - consumer Buyer - consumer
Time taken for final buy 2 months 1 month 5 days

Source of product Amazon India Local Store Local Store

purchase

Conclusion
From the analysis, we conclude that there were some important features responsible for
the three consumers. The first being price, which acts as the most important factor on the
target demographic. For all the three consumers, mobile features played the second
important role. Certain features like audio and video qualities, battery consumption,
RAM, camera quality, crystal clear display, speed, durability, storage space etc. also
played an important role.