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Strategies Adopted By Companies In The

Smartphone Industry To Leverage


Consumer Buying Behaviour

GROUP 9

INTRODUCTION
The aim of this research to find out consumer behaviour of
Smartphone buyers in Indian Market and how Smartphone industry
leverage them
Smartphone has become the talk of the town across all ages and
strata of economies in India
The huge mobile subscriber base, enhanced connectivity and
strengthened data service is the platform for this growth.
Different factors
Internal
External
Brand

INDIAN SMARTPHONE MARKET


3G Subscription in India (in Mn)

Mobile Subscription (in Mn)


810

850

870

910

3G Subscription in India (in Mn)

976

266

580

173

390
260
23
2008

2009

2010

2011

2012

2013

2014

2015

Smartphone Users in India (in Mn)

2012

88

56
2013

2014

2015

Indian Smartphone Company Share, 2015Q2

Smartphone Base (in Mn)


382
Samsung; 25%

29
2012

67
2013

116

Others; 36%

171

Lava; 5%
Micromax; 17%
Lenovo; 8% Intex; 10%

2014

2015

2016

2016

CONSUMER DECISION MAKING


PROCESS

Need
recognition

Informatio
n search

Evaluation
of
alternative
s

Purchase
decision

Post
purchase
behaviour

INDIAN SMARTPHONE
DEMOGRAPHICS
Smartphone Demographics
24
20
16

15

15

15

EXTERNAL FACTORS
Culture
a) iPhone 6 advertisement
showing bride and groom

Specially made for India


keeping in mind cultural
sentiments related to
marriage

Demography
Age
a) iBall Aasaan launched
specially for senior citizens
b) Designed to appeal to the
elderly by giving safety
features

Demography
Gender
a) Micromax Bling launched
specially for ladies.
b) Similarly, iBall Uddaan
launched with safety features
for women

Social Status
a) iPhone- Marketed as
premium phone
b) Micromax- Affordable
smartphone for the
middle class
c) Android OneOpportunity for All

Reference Group
a) LG G3- Amitabh Bachchan as
ambassador to influence
comparative reference group
b) Samsung considered as a
popular Android phone among
peers, influencing normative
reference group

Family
a) Micromax Unite- consisting of
regional language support.
b) Panasonic phones launched on
similar lines

IMPACT OF BRAND
Brand Equity
Perception with
which
customers
analyse the
brands of
Smartphone

Brand Association
Associating to a
brand due to its
innovation,
distinctiveness,
sophistication etc

Brand Loyalty
Loyalty
towards the bran
due to its
product
attributes

Customer Brand
Engagement
Interactivity
between the
consumer and the
brand

Brand Awareness
The ability to identify
with and recall a
brand while decision
making under various
situations

INTERNAL FACTORS
Motivation
Micromax initially launched
phones
a) Cost effective
b) Affordable by low budget
customers.
With fulfilling needs and
growing motivation of
customers, launched
c) More efficient
d) More Features
e) Mid budget phones

Perception

Xiaomi Smartphone changed


the image of Chinese phones by
a)

Extensive marketing,

b)

Feature-rich devices

c)

Associating with flipkart

Personality

Sony
a)

Smartphone featuring sharp


camera quality

b)

Waterproof phones

HTC
c)

Smartphone with Beats


audio music technology

Memory
iPhone
a) Premium Image
b) Memory retains
efficient and superior
quality
c) Status Symbol
d) Expensive yet elegant

THANK YOU!