A PROJECT REPORT ON STUDY OF CUSTOMER PURCHASE DECISION TOWARDS MOBILE PHONES

SAIBALAJI INTERNATIONAL INSTITUTE OF MANAGEMENT SCIENCES (SBIIMS), PUNE

In partial fulfillment of the requirements for the award of the degree of PGDM(POST GRADUATE DIPLOMA IN MANAGEMENT) AICTE, MINISTRY OF HRD, GOVT. OF INDIA, NEW DELHI

Submitted by: DIVENDU PATRA Batch (2010-2012)

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CERTIFICATE

This is to certify that Mr. DIVENDU PATRA of SAI BALAJI INTERNATIONAL INSTITUTE OF MANAGEMENT STUDIES has successfully completed the project work titled ³STUDY OF CUSTOMER PURCHASE DECISION TOWARDS MOBILE PHONES´ in partial fulfillment of requirement to the award of POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) prescribed by SBIIMS, PUNE. This project is the record of authentic work carried out during the academic year 2010-12.

Prof. Sandip Sane Internal Project Guide

Dr.Sri Sai Director

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DECLARATION

I, DIVENDU PATRA, hereby declare that this Project Report on which is Submitted to my Institute SBIIMS in partial fulfillment of Post Graduate Diploma in Management, (AICTE APPROVED) is our original work and not submitted for the Award of any other Degree, Diploma, Fellowship or other similar titles.

(DIVENDU PATRA)

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ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me during the writing of this project.

My deepest thanks to Lecturer,Mr.Smarjeet Das & Mr.Sandip Sane the guide of the project for guiding and correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed.

I express my thanks to Director Dr.Sri Sai of, SBIIMS PUNE, for extending his support

I would also thank my Institution and my faculty members without whom this project would have been a distant realty. I also extend my heartfelt thanks to my family and well wishers.

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12. 5. 9. 7. 8. 4.no 1.INDEX s. 6. 10. 15. 13. 3. 2. topic CERTIFICATE DECLARATION ACKNOWLEDGEMENT INTRODUCTION HANDST MARKET SHARE IN INDIA SWOT ANALYSIS MAJOR MOBILE COMPANIES NOKIA MOTOROLA SAMSUNG OBJECTIVES RESEARCH METHODOLOGY DATA ANALYSIS FINDINGS SUGGESTION Page no 2 3 4 6 11 12 15 16 17 18 20 22 25 36 38 Page | 5 . 11. 14.

INTRODUCTION Page | 6 .

Bluetooth. current mobile phones may support many additional services. packet switching for access to the Internet. As opposed to a radio telephone. such as SMS for text messaging. The International Telecommunication Union estimated that mobile cellular subscriptions worldwide would reach approximately 4. In addition to the standard voice function. camera with video recorder and MMS for sending and receiving photos and video.1 billion by the end of 2008. within a home or an office. and should not be confused with a cordless telephone which also is a wireless phone. cellular device. Mobile phones have gained increased importance in the sector of Information and communication technologies for development in the 2000s and have effectively started to reach the bottom of the economic pyramid Page | 7 . email.Definition of Cellular/Mobile phone:A mobile phone or mobile (also called cellphone and handphone as well as cell phone. electronic device used for mobile telecommunications (mobile telephony. and handoff (American English)/handover (British/European English) during a phone call when the user moves from one cell (base station coverage area) to another. cellular phone. and accessories. wireless phone. gaming. text messaging or data transmission) over a cellular network of specialized base stations known as cell sites. mobile telephone or cell telephone) is a long-range. e. infrared. cellular telephone. which are mobile but not cellular). A mobile phone offers wide area service. automates calling to and paging from a public switched telephone network (PSTN).g. but only offer telephony service within a limited range. Most current mobile phones connect to a cellular network consisting of switching points and base stations (cell sites) owned by a mobile network operator (the exception is satellite phones. cell. through a fixed line and a base station owned by the subscriber. MP3 player. a mobile phone offers full duplex communication. radio and GPS.

radio telephony was first used on the first-class passenger trains between Berlin and Hamburg in 1926. Joel S. head of research at AT&T's Bell Labs. Later radio telephony was introduced on a large scale in German tanks during the Second World War. NTT DoCoMo launched the first commercial 3G network on October 1. Second generation In the 1990s. especially two-way radios for taxicabs and police cruisers. 2G phone systems were characterized by digital circuit switched transmission and the introduction of advanced and fast phone-tonetwork signaling. iDEN and IS-95 ("CDMA") began to be introduced. At the same time. Engel. Motorola employee Dr. which reflected 9% of the total worldwide subscriber base Page | 8 . IS-136 ("TDMA"). 1973. In 1991 the first GSM network (Radiolinja) opened in Finland. First generation On April 3. 2001.History of mobile phones In Europe. Motorola has a long history of making automotive radios. Third generation The first pre-commercial trial network with 3G was launched by NTT DoCoMo in Japan in the Tokyo region in May 2001. Martin Cooper placed a call to Dr. while walking the streets of New York City talking on the first Motorola DynaTAC prototype in front of reporters. radio telephony was introduced on passenger airplanes for air traffic security. using the WCDMA technology By the end of 2007 there were 295 Million subscribers on 3G networks worldwide. 'second generation' (2G) mobile phone systems such as GSM.

From Sony Ericsson to Nokia. They all have some underlying utility and other aspects for which they are designed and offered in the market. something different and something unexpected being always the high point. Basic Mobile Phone: It is the simplest and the most original of all the mobile phones that you would see in the market.Types of Mobile Phones Due to its utility. But not every mobile phone comes loaded with all the features. LG. And with the value added features varying from music/sound capabilities to web browsing abilities dominating user's choice. it is sold in maximum numbers. Apple. (Buy Mobile Phones in India) Smartphones: These phones are for those who want a single gadget to be fully loaded so that it can serve any and every purpose . The cheapest of them all. etc. Smartphones do multiple tasks from email and web browsing to playing music. mobile phone is one of the most ubiquitous gadgets that one finds in the world. And accordingly they can be broadly classified into following categories. capturing and playing videos. Though with cost of technology falling and customer expectations rising most of the basic mobile phones now come with value additions like ring tone options. Samsung. HTC and every other mobile phone manufacturer comes out with its own range of offerings with something new. the voice call function seems to have taken more of a back seat. Most of the mobile phone brands offer basic models. Motorola. Nokia's N97 and Apple's iPhone are some of the most popular Page | 9 .from communication to computing and from entertainment to productivity. necessity and affordability. RIM's BlackBerry. These have higher price tags but the features they offer fully justify their price. storing and managing data and many other functions too.

depending upon the features and consumer market segment that these may be targeting. Most of the latest mobile phones fall in this category. business phones. The latest innovations though have now made it possible to use both the technologies in the same mobile phone. entertainment phones. In fact the mobile phone market has become so demanding. etc.smartphones. PalmOne and the likes. (Find more on why one should buy a smartphone. or learn more about smartphones) PDA Phones: Personal Data Assistant phones are the favorite companion of business executives. Running on operating systems like MS Mobile Pocket PC and Palm OS these are offered by HP. See Dual SIM Mobile Phone for more. (PDAs in India) GSM/CDMA Mobile Phones: GSM (Global System for Mobile Communications) and CDMA (Code Division Multiple Access) are the two most important and commonly used networking technologies and your phone would be designed to work on either. dynamic and competitive that the line that divides smartphones from PDA phones is fast fading. gaming phones. The best thing is that you can make a mental note of what all you want in your mobile phone and you will be surprised to find that it is already available in the market Page | 10 . Both the technologies have their own pros and cons and same get transferred to the corresponding mobile phone. Mobile phones can also be categorized as lifestyle phones.

2% in µ09-10.1% [drive by huge advertising during IPL]. y y y y y Samsung gained the market share ± 10% to 17. 108 million mobile phones were sold in the country in 2009-10.9%. Page | 11 . resulting in sales of Rs 27.5% to 1%).6% to 1.MOBILE HANDSET MARKET SHARE IN INDIA Nokia market share dipped from 64% in µ08-09 to 52. Losers include Sony Ericsson (market share fell from 6% to 3%).910 crore during the previous year. Micromax has been one of the major winners.5% to 5.4% in µ09-10. LG¶s market share increased marginally from 4. Karbonn¶s market share too increased to 3% ± via As per Industry estimates. from nothing to 4.000 crore as against Rs 25. Motorola (3. ZTE (5.9%).

SWOT ANALYSIS OF INDIAN MOBILE INDUSTRY Page | 12 .

Opportunities: y A great opportunity to get personalised marketing messages across. Page | 13 . y Branding and direct response. y Acquisition and Retention. y Experience of using the internet to go online is getting more agreeable y There is more leadership from bodies such as the Mobile Marketing Association.STRENGTHS: y Consumption of content is growing. y It is getting easier to pay for things by mobile. especially smallticket items. y Market is actually getting more fragmented. Weaknesses: y The mobile internet is not yet mass market.

THREATS: y It continues to get more difficult for companies to provide a consistent experience across different browsers and the ever expanding variety of handsets and personal devices on the market.e. y It could get worse if the offenders are not punished properly. Page | 14 . y Abuse of mobile marketing damages the industry(i. consumers being ripped off and permission marketing principles being ignored.

MAJOR MOBILE COMPANIES IN INDIA Page | 15 .

y Nokia About the Company Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications equipment manufacturers. Nokia also produces mobile phone infrastructure and other telecommunications equipment for applications such as traditional voice telephony. wireless LAN and a line of satellite receivers. The name Nokia originated from the river which flowed through the town of the same name (Nokia). Finnish Rubber Works established its factories in the beginning of 20th century nearby and began using Nokia as its brand. including GSM. ISDN. All three companies were merged as Nokia Corporation in 1967. Finland. Nokia provides mobile communication equipment for every major market and protocol. professional mobile radio. Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of Nokia rapids. and WCDMA. broadband access. this Finnish telecommunications company is best known today for its leading range of mobile phones. CDMA. Page | 16 . a producer of telephone and telegraph cables. voice over IP. Shortly after World War I Finnish Rubber Works acquired Nokia wood mills as well as Finnish Cable Works. With headquarters in Keilaniemi of Espoo.

Motorola has gone beyond just enabling users to make voice calls or send text messages. Its business and government customers consist mainly of wireless voice and broadband systems used to build private networks and public safety communications systems like Astro and Dimetra. Motorola's home and broadcast network products include set-top boxes. Depending on the models chosen. In India. play music through the car stereo * At home. Motorola offers world class mobile phones to satisfy the needs of all segments of the market. Its first product was a battery eliminator enabling radios to operate from mains electricity rather than expensive batteries. Motorola has 2 nd rank in mobile market. The market share of Motorola is near about 18%. and also designs and sells wireless network infrastructure equipment such as cellular transmission base stations and signal amplifiers.as well as being able to use the phone with a hands-free car kit. (NYSE: MOT) is an American. In India. The company does this by designing and delivering "must have" products ."must do" experiences and powerful networks. users can: * share music files between the user's PC and their phone * play that music easily on stereo Bluetooth TM headphones * In the car . and entertainment that they want and need.MOTOROLA About the company Motorola. which the company defines as helping users get and stay connected easily to the people. The target audience of Motorola is youth of India. In India they are offering the smallest and the lightest GSM handset in market. digital video recorders. information. In the 1930s it produced car radios using the brand name 'Motorola'. Fortune 100. Page | 17 . multinational. telecommunications company based in Schaumburg.0 known as "Eclair". and network equipment used to enable video broadcasting. play the music through your stereo system. In 1986. The company is now known around the world for innovation and leadership in wireless and broad band communications. Applying this vision to mobile phones. The company later adopted Motorola as its name. It is a manufacturer of wireless telephone handsets. and high-definition television. computer telephony. Illinois. Motorola is now working on Google open sourced based platform mobile operating system phone featuring Google Android 2. Motorola's vision is of Seamless Mobility. Inc. Motorola came in India. Motorola began life as The Galvin Manufacturing Corporation in Chicago in 1928.

SAMSUNG About the company Samsung Telecommunications is one of five business units within Samsung Electronics. He asked the company to buy ten Motorola mobile phones for benchmarking. Samsung was able to release its first built-in car phone. the SH-100 in 1988. the SCH-100. growing up form 11. the then-head of the Wireless Development Team. belonging to the Samsung Group. but it was a failure due to the poor quality. Headquarters is located in Suwon. Computer Division. Before long. each model sold only one or two thousand units. to coincide with the launch of CDMA service.3% in Q4 2006. and consists of the Mobile Communications Division. The first digital handset. They found the optimal length of a mobile phone antenna and developed a method of using gold to connect the point between the antenna and the communication circuits. Its market share was 14% in Q4 2007. After 2 years of R&D Samsung developed its first mobile phone (or "hand phone" in Korea). thus significantly reducing resistance and enabling steadier wave conductivity. MP3 Business Team. Mobile Solution Centre and Telecommunication R&D Centre. Samsung became the leader in the Personal Communications Service (PCS) Page | 18 . CDMA Era (1996-1998) Samsung developed its first CDMA mobile phone in March 1996. Telecommunication Systems Division.searching software that was specially designed for Korea's topography. and enabled clear voice communication. and in 1983 it initiated its mobile telecommunications business with the hope that this would become the company's future growth engine.6% world handset market share. In spite of unsuccessful result Ki Tae Lee.In Q1 2008 Samsung strengthened its second position on the market and achieved 15. Telecommunication Business produces a full spectrum of products from mobiles and other mobile devices such as MP3 players and laptop computers to telecommunication network infrastructure. Stages of Telecommunication Business Initial stage (1977-1993) In 1977 Samsung Electronics launched the Telecommunication Network business. was extra light and slim. the SC-100. They also developed the wave. decided to stay in the mobile business. In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest mobile device manufacturer in the world. But the perception of mobile devices was very low and although Samsung introduced new models every year. South Korea. It was the first mobile phone to be designed and manufactured in Korea. In 1986. Time of changes (1993-1996) In 1993 it was decided that the development team should focus on improving connectivity due to specific mountain topography of Korea.

entered the market with innovative features. Samsung had to penetrate the GSM market. But it was not as good as the company's CDMA phone. the company coined a new slogan. "Strong in small sounds. Its first PCS phone. then developed Page | 19 . and Ericsson had built for years. Thus. Global market and GSM Era (1998-now) To achieve further growth. By the end of 1997. the SCH1100. it achieved sales of one million CDMA phone units. Samsung adopted 'simple' as the design concept. Samsung had achieved a 57% market share in the CDMA cellular market and 58% in the PCS market. including a lightweight body. The development team realized that a simple change in the circuit system wouldn't work in the European market. Using this information. For the PCS market. balanced. in April 1997. either. Motorola. which was made for European customers.market. and simple designs. The company's next few models didn't attract Europeans. It partnered with KTFreetel and Hansel PCS to provide PCS phones. enhanced battery life. The first GSM model was the SGH-200. and the ability to capture delicate sounds. It was difficult to hurdle the high entry barrier. it decided to look more closely at the customer's point of view. which the then "Big 3" Nokia. They found that Europeans preferred geometric." to emphasize the mobile phone's capability to capture delicate sounds. Also. one year after the CDMA service was first launched.

OBJECTIVES Page | 20 .

Objective of the study: y y y Major objective is to study of customer buying decision for mobile handsets. Scope of study: y y To understand the segment requirements in totality. To deduce a suitable marketing strategy for the launch of new marketing strategy. Page | 21 . Market evaluation of mobile handset market in PUNE. To analyze the perception about the different model of mobile handset.

RESEARCH METHODOLOGY Page | 22 .

Importance of Research :The purpose of this study is to examine the impact of demographic factors & footwear benefits sought on consumer purchasing outcomes in the urban market. Page | 23 . Types of Research :The research design comprise of the plan and structure of investigation conceived so as to arrive at the responses to the research queries. Also can be defined as a scientific search for pertinent information on a specific topic. It there by addresses the aims and objectives of the study. Secondary data like company journals. A questionnaire was administered to different customers to obtain data for the purpose of analysis. This is done by means of administrating questioners to customers in PUNE. record etc.Definition of Research :Research in common parlance refers to a search for knowledge. Were also relied for retrieving future information. Random sampling technique according to the convenience for the research. Sample Description :The sample mainly consists of data from the primary sources that are utilized for the purpose of this study. both descriptively and analytically. newsletters. Sampling Technique :The sampling technique adopted for the study is non-probability. Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Sample Size :Data is collected end using a sample of 50 respondents.

Page | 24 . Find out factor influencing the people at the time of purchasing mobile phone quality. Comparison between various branded mobile phones. Varity.Research Objectives :The research study tends to follow & achieve specific objectives. Durability. To study which branded mobile phone is mostly preferred by people as per their choices. Price. The objectives of this particular study are: y y y y To know the personal views of ³PUNE´ people regarding choice among various branded mobile phones.

DATA ANALYSIS Page | 25 .

Do you have a mobile phone? STATUS YES NO TOTAL NO. OF RESPONDENT 28 22 50 PERCENTAGE 56 44 100 Status yes no 44% 56% OBSERVATIONS:  56% of the respondents says yes  44% of the respondents says no Page | 26 .Finding & Interpretation of the data collected from the Questionnaire 1.

which brand do you have? BRAND NO.2. If yes. OF RESPONDENTS 6 12 6 8 2 8 4 4 PERCENTAGE MOTOROLA NOKIA MICROMAX SAMSUNG SIMOCO SONY ERICSSON KARBONN VIDEOCON 12 24 12 16 4 16 8 8 BRAND 8% 16% 4% 16% 8% 12% MOTOROLA NOKIA 24% MICROMAX SAMSUNG SIMOCO 12% SONY ERICSSON KARBONN VIDEOCON Page | 27 .

32% are ready to purchase mobile phone between 6 month to a year. When did you purchase your mobile phone? TIME Less Than 6 Month 6 Month To 1 Year 1-2year 2-5 Year More Than 5 Year NO. 16% are ready to purchase mobile phone between 1-2 year.3.1YEAR 1-2 YEAR 2-5 YEAR 5 YEARS > 32% OBSERVATIONS:     40% are ready to purchase mobile phone within 6 month. Page | 28 . 8% are ready to purchase mobile phone between 2-5 year. OF RESPONDENT 20 16 8 4 2 PERCENTAGE 40 32 16 8 4 Time 4% 8% > 6 MONTH 16% 40% 6M .

4. OF RESPONDENT 36 10 4 PERCENTAGE 72 20 8 PURPOSE OF PHONE 8% 20% ENTERTAINMENT BUSINESS 72% BOTH OBSERVATIONS :  72% of the mobile phones is used for the purpose of entertainment. Page | 29 . What is Main Purpose of mobile phone? PURPOSE ENTERTAINMENT BUSINESS BOTH NO.  20% of the mobile phones is used for the purpose of business. 4% are ready to purchase mobile phone above 5 years.  8% of the mobile phones is used for both purposes.

4% of buyer strongly dissatisfied with mobile phone. Your satisfaction level towards your mobile phone? SATISFACTION LEVEL STRONGLY SATISFIED SATISFIED PARTIALLY SATISFIED DISSATISFIED STRONGLY DISSATISFIED NO. OF RESPONDENCT 18 26 0 4 2 PERCENTAGE 35 53 0 8 4 Satisfaction Level 0% 4% 8% 35% STRONGLY SATISFIED SATISFIED PARTIALLY SATISFIED DISSATISFIED STRONGLY DISSATISFIED 53% OBSERVATIONS :      35% of buyer strongly satisfied with mobile phone. 53% of buyer satisfied with mobile phone. No one buyer partially satisfied with mobile phone.5. 8% of buyer dissatisfied with mobile phone. Page | 30 .

 20% of the buyer purchase mobile phone by preferring screen size.  32% of the buyer purchase mobile phone by preferring battery backup. Which type of features prefers most by you in mobile phone? FEATURES DUAL SIM BATTERY BACKUP SCREEN SIZE EXPANDABLE MEMORY GOOD SOUND QUALITY NO. OF RESPONDENT 18 16 10 4 2 PERCENTAGE 36 32 20 8 4 FEATURES 8% 20% 4% 36% DUAL SIM BATTERY BACKUP SCREEN SIZE EXPANDABLE MEMORY 32% GOOD QUALITY SOUND OBSERVATIONS :  36% of the buyer purchase mobile phone by preferring dual sim .6. Page | 31 .

 4% of the buyer purchase mobile phone by preferring good quality sound.  28% of the buyers buy phones according to the product available in market. Page | 32 . 7. 8% of the buyer purchase mobile phone by preferring expandable memory. OF RESPONDENT 18 14 8 6 4 PERCENTAGE 36 28 16 12 8 Buying Dicision 8% 12% 36% PRICE AVAILABILITY SCHEMES 16% QUALITY ADVERTISEMENT 28% OBSERVATIONS :  36% of the buyers buy phones according to the price of laptop. What are the factors which influence buying decision? FACTORS PRICE AVAILABILITY SCHEMES QUALITY ADVERTISEMENT NO.

 8% of the buyers buy phones according to the advertisement of product. OF RESPONDENT 10 40 PERCENTAGE 20 80 Brand 20% YES NO 80% Page | 33 . Are you switchover any other brand to this brand? SWITCHOVER YES NO NO.  12% of the buyers buy phones according to the quality of product. 16% of the buyers buy phones according to the scheme available in market. 8.

OF RESPONDENT 6 12 20 6 2 4 PERCENTAGE 12 24 40 12 4 8 PRICE RANGE 4% 12% 8% 12% 24% 0-2000 2000-5000 5000-10000 10000-15000 15000-20000 40% ABOVE 20000 Page | 34 .9. What price range will you be prepared to pay for mobile phone? PRICE RANGE 0-2000 2000-5000 5000-10000 10000-15000 15000-20000 above 20000 NO.

OF RESPONDENT 14 14 8 4 RANK 1 2 3 4 PERCENTAGE 38 38 21 3 BRAND 3% 21% 38% NOKIA SAMSUNG MOTOROLA 38% SONY ERICSSON Page | 35 . Rank the brand according to your preference? BRAND NOKIA SAMSUNG MOTOROLA SONY ERICSSON NO.10.

FINDINGS Page | 36 .

Page | 37 .p 56% of the respondents have mobile phone. p Nokia covers 24% of maximum market share. p More than 50% of respondents are satisfied with their mobile phone. p 20% of the buyers changes mobile phone. p 40% of people prefer to buy mobile phone within 6 month.5000-10000. p 44% of the respondents do not have mobile phone of total sample size. p 36% of the buyers prefer dual sim mobile phone. 40% of the buyers buy mobile phone within range of Rs.

SUGGESTION Page | 38 .

p Mobile Company having large number of channel partners but it is not supporting & taking care all of them equally which results in increasing discontentment among new channel partners because it¶s not possible for company to support all of them equally. p Company should tie up with some event management company to organize various. p Game will belay & dealer would not to compromise on their margin. p Company should make policy for fixed end user price for all dealers so that fair. Page | 39 . p Company executive should visit dealers on regular basis. p They should pay proper attention towards checking of various components of mobile phones. Otherwise it tends towards defame of brand name in Comparison to rivals. p Proper attention should be paid for advertisement planning otherwise it may lead to problem for dealer as well as for company. p Before end user delivery. p Need to expend customer care centre. p Promotional activities should be of high level. Company should take some positive action against it.

CONCLUSION Page | 40 .

But still major part of the people interested to buy Samsung mobile phone because of high quality display resolution and good quality sound. after meeting with various it has being in notice that most of the people prefer to buy NOKIA mobile phone because of the lower price rate. Page | 41 .I here conclude that as per the project on the topic ³STUDY OF CUSTOMER PURCHASE DICISION TOWARDS MOBILE PHONES´.

google.BIBLOGRAPHY p Marketing Management ( twelfth edition ) By Philip Kotler and Kevin Lane Keller www.com Page | 42 .

ANEXURE Page | 43 .

...Occupation :-......Gender :....................Do you have a mobile phone? STATUS YES NO TOTAL NO.. which brand do you have? BRAND NO.......................................... Contact No......................... 1.............. :-.......If yes............................................................................................................ OF RESPONDENT 28 22 50 PERCENTAGE 56 44 100 2.......Male/Female...... Income (Yearly).......... OF RESPONDENTS 6 12 6 8 2 8 4 4 PERCENTAGE MOTOROLA NOKIA MICROMAX SAMSUNG SIMOCO SONY ERICSSON KARBONN VIDEOCON 12 24 12 16 4 16 8 8 Page | 44 .....................A study of customers purchase decision towards lmobile phone with special reference to Pune Name :.............................. Address :-................................................................................................................. Age :-..........................................................................................................................

OF RESPONDENCT 18 26 0 4 2 PERCENTAGE 35 53 0 8 4 Page | 45 . 7. When did you purchase your mobile phone? 3. What is Main Purpose of mobile phone? PURPOSE ENTERTAINMENT BUSINESS BOTH NO.6. OF RESPONDENT 20 16 8 4 2 PERCENTAGE 40 32 16 8 4 4. OF RESPONDENT 36 10 4 PERCENTAGE 72 20 8 5.Your satisfaction level towards your mobile phone? SATISFACTION LEVEL STRONGLY SATISFIED SATISFIED PARTIALLY SATISFIED DISSATISFIED STRONGLY DISSATISFIED NO. When did you purchase your mobile phone? TIME Less Than 6 Month 6 Month To 1 Year 1-2year 2-5 Year More Than 5 Year NO.

6. OF RESPONDENT 18 16 10 4 2 PERCENTAGE 36 32 20 8 4 7.Are you switchover any other brand to this brand? SWITCHOVER YES NO NO. Which type of features prefers most by you in mobile phone? FEATURES DUAL SIM BATTERY BACKUP SCREEN SIZE EXPANDABLE MEMORY GOOD SOUND QUALITY NO. OF RESPONDENT 18 14 8 6 4 PERCENTAGE 36 28 16 12 8 8.What are the factors which influence buying decision? FACTORS PRICE AVAILABILITY SCHEMES QUALITY ADVERTISEMENT NO. OF RESPONDENT 10 40 PERCENTAGE 20 80 Page | 46 ...

OF RESPONDENT 14 14 8 4 RANK 1 2 3 4 PERCENTAGE 38 38 21 3 Page | 47 .9. OF RESPONDENT 6 12 20 6 2 4 PERCENTAGE 12 24 40 12 4 8 10.What price range will you be prepared to pay for mobile phone? PRICE RANGE 0-2000 2000-5000 5000-10000 10000-15000 15000-20000 above 20000 NO.Rank the brand according to your preference? BRAND NOKIA SAMSUNG MOTOROLA SONY ERICSSON NO.

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