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Dissertation Report on Determinants of Consumer choice: A case of Cell phones in Delhi and NCR

Submitted under the partial fulfillment of award of Master of Business Administration (MBA) degree at Amity Business School, Noida

Submitted by
Shashank Khanduri (A0101909242) Class of 2011

Under the Guidance of


Ms. Namita Kapoor Faculty Economics, ABS

AMITY UNIVERSITY UTTAR PRADESH


AMITY BUSINESS SCHOOL

DECLARATION

I, Shashank Khanduri, a student of Masters of Business Administration from Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed my Dissertation on

Determinants of Consumer choice: A case of Cell phones in Delhi and NCR as


part of the course requirement. I further declare that the information presented in this report is true and original to the best of my knowledge.

Name: SHASHANK KHANDURI Enroll. No: A0101909242 Place: Noida Program: MBA (G)

AMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL


CERTIFICATE

I hereby certify that SHASHANK KHANDURI, a student of Masters of Business Administration at Amity Business School, Amity University Uttar Pradesh has completed dissertation on Determinants of

Consumer choice: A case of Cell phones in Delhi and NCR , under my guidance.

The research work done by him is original & true to my knowledge. As far as my knowledge is concerned this work is original, and the candidate has labored well to accumulate, evaluate, analyze all the tenets, concerning this study.

He deserves greater accomplishment in his life in all his goals. I wish him all the best in his future endeavors and career making in all times to come.

MS. NAMITA KAPOOR, Asst. Prof,

(Signature)

ACKNOWLEDGEMENTS
The present work is efforts to throw some light on Determinants of Consumer choice: A case of

Cell phones in Delhi and NCR . The work would not have been possible to come to the present shape
without the able guidance, supervision and help to me by number of people. I first would like to thank my faculty guide Ms. Namita Kapoor for her kind support because of which I was able to complete my thesis project in time. I really appreciate the knowledge quotient shared by him & the patience he has showed during this time. I am grateful to Dr. Sanjay Srivastava, Additional Director General ABS and my Program Leader Mr. T.V. Raman for the infrastructure needed, unconditional support & the opportunity for me to work on this topic. I convey my heartfelt affection to all those people who helped and supported me during the course, for completion of my report. I would like to thank god & give a special mention to my family who stood with me during the completion of this report.

SHASHANK KHANDURI Enroll. No: A0101909242 Program: MBA(G) 2011

CONTENTS Chapter
1 2 3 Introduction Literature Review

Topic

Page No.
1-4 5-11 12-14

Problem statement, Objectives, Hypothesis & Research Methodology

4 5 Bibliography Annexure Questionnaire Synopsis

Data Analysis and Findings Conclusion and Suggestions

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List of Tables
Table No: Table 1.1 Title Voice and Data top Handsets Vendors in India Table 3.1 Table 4.1 Table 4.2 Demographics of Sample Reliability Statistic for Sample Rotated Component Matrix for 13 15 18 Page No: 2

Factor Analysis to determine significant factors affecting purchase decisions


Table 4.3 Price and Reliability v/s Brand name (F1 v/s F2) Table 4.4 Price Reliability v/s Internet services (F1 v/s F3) Table 4.5 Price and Reliability v/s Knowledge (F1 v/s F4) Table 4.6 Price and Reliability v/s Small Size (F1 V/s F5) Table 4.7 Brand Name v/s Internet Services (F2 v/s F3) Table 4.8 Brand Name v/s Knowledge (F2 v/s F4) Table 4.9 Brand Name v/s Small Size (F2 v/s F5) Table 4.10 Internet Services v/s Knowledge (F3 v/s F4) Table 4.11 Internet Services v/s Small Size (F3 v/s F5) Table 4.12 Knowledge v/s Small Size (F4 v/s F5) Table 4.13 Rotated Component Matrix for 30 29 28 27 26 25 24 23 22 21 19

Table 4.14

Table 4.15

Table 4.16

Table 4.17

Factor Analysis To Determine Social Factors Affecting Buyer Behavior Number of cases for Cluster Analysis for segmentation of market of mobile phones ANOVA table for Cluster Analysis for segmentation of market of mobile phones Profile CLUSTER ANALYSIS to Analyze Brand Loyalty of Individuals(Cluster Analysis2) Percentages CLUSTER ANALYSIS to Analyze Brand Loyalty of Individuals(Cluster Analysis2)
Gender v/s style statement cross tabulation (Crosstab 1) Significance test for Gender v/s Style Statement relationship Gender v/s Celebrity endorsement influence (Crosstab 2) Significance Test for Gender v/s Celebrity Endorsement influence.

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Table 4.18 Table 4.19 Table 4.20

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Table 4.21

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Table of Graphs
Figure No: Figure 4.1 Figure 4.2 Figure 4.3 Figure 4.4 Figure 4.5 Figure 4.6 Figure 4.7 Figure 4.8 Figure 4.9 Figure 4.10 Title Price and Reliability v/s Brand name (F1 v/s F2) Price Reliability v/s Internet services (F1 v/s F3) Price and Reliability v/s Knowledge (F1 v/s F4) Price and Reliability v/s Small Size (F1 V/s F5) Brand Name v/s Internet Services (F2 v/s F3) Brand Name v/s Knowledge (F2 v/s F4) Brand Name v/s Small Size (F2 v/s F5) Internet Services v/s Knowledge (F3 v/s F4) Internet Services v/s Small Size (F3 v/s F5) Knowledge v/s Small Size (F4 v/s F5) Page No: 20 21 22 23 24 25 26 27 28 29

Figure 4.11

Cluster size for CLUSTER ANALYSIS to Analyze Brand Loyalty of Individuals(Cluster Analysis2)
Bar Chart for Gender v/s style statement cross tabulation (Crosstab 1) Bar Chart for Gender v/s Celebrity endorsement influence (Crosstab 2)

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Figure 4.12

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Figure 4.13

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