MARKETING

RESEARCH ON

CONSUMER
BEHAVIOR BY AHMED ZAKI
 CONSUMER BEHAVIOR
CONSUMER BEHAVIOR IS VERY IMPORTANT TO
BUSINESS MEN. THE KNOWLEDGE OF CONSUMER
BEHAVIOR HELPS THE BUSINESSES TO IDENTIFY
WHICH PRODUCTS CAN MAKE THEM GAIN MORE
PROFIT. A CONSUMER’S BUYING BEHAVIOR IS
INFLUENCED BY CERTAIN FACTORS.
FACTORS WHICH INFLUENCE
CONSUMER BEHAVIOR
• CULTURAL
• SOCIAL
• PERSONAL
• PSYCHOLOGICAL
 AIM OF THIS RESEARCH
THE AIM OF THIS RESEARCH IS TO ANALYZE THE
FACTORS THAT AFFECT BUYING BEHAVIOR OF
CONSUMERS. FOR THE PURPOSE OF MAXIMIZING
THE ACCURACY OF THE RESEARCH IS CONDUCTED
BASED ON THE CUSTOMERS OF SMARTPHONE.
RESEARCH FINDINGS & DATA ANALYSIS
ANALYSIS OF THE DATA COLLECTION AND THE FINDINGS OF
THE STUDY ARE DISCUSSED WITH THE HELP OF DIAGRAMS
AND CHARTS. THE DESCRIPTIVE INFORMATION AND
STATISTICAL ANALYSIS ARE PRODUCED BASED ON THE
FACTORS INFLUENCING CONSUMER BEHAVIOR BY USING THE
COLLECTED SURVEY DATA.
BUYING BEHAVIOR OF CUSTOMERS
Gender
Gender All participants who use
Smartphone . Based on
the gender 54% of the
participants are males
54%
46%
and 46% are females.
Which means males use
Females Smartphone more than
Males
females
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)
AGE GROUP According to the
Abov... 40% research results the
majority of
50%
Smartphone user
Between 2...
goes between 20-30
Belo... 10%

0% 10% 20% 30% 40% 50%

BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)
According to the
Occupation table the
Maximum
Numbers of
100%
90% 86%
80% respondents
70%
were salaried
60%
50% followed by
40% students and
30%
20%
self-employed.
10% 8% 6%
0%
Salaried Self employed Student
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)

INCOME (MRF)
According to
25
research the
salary have
16 some effect
in using
7 smartphone.
2
Below 5000 Between 5000- Above 10000 No Answer
10000
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)

Customer satisfaction With Smartphone ACCORDIND TO TABAL

80% OF SAID THAT
THEY ARE SATISFIED
No
20%

WITH THEIR
SMARTPHONE AND 20%
SAID THAT THEY ARE
NOT SATISFIED WHITH
THEIR SMARTPHONE.
Yes
80%
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)
Future smartphone buyers ACCORDIND TO THE
TABLE 90% PLANS TO
8%
2% BUY A NEW
Yes
SMARTPHONE IN A NEAR
No
FUTURE, 8% DO NOT
No
Answe
WANT TO BUY A NEW
r SMARTPHONE AND 2%
DID NOT ANSWER.
90%
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)
Switch Over to a new brand with The research shows
additional features 62% of the
70% 62%
customers need to
60% switch to new brand
50%
40% 38%
30%
20%
10%
0%
Yes No
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)
smartphone brands purchased According to the
60% 56% table shows that
50% people mostly
40% prefer Samsung
30% 28% and secondly come
20% apple followed by
10%
4% 2% 6% 4% asus, LG and HTC
0%
l e n g
rr
y LG TC ny ovo us er
pp su e H So n A s s w
A m ckb Le A n
Sa Bl a
No
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)

The research shows

Usage 64% of the
70% customers purchase
60%
50%
64%
Smartphone Once in
40%
30%
every 2 year
20% 20%
10%4%
0% 12%
Twice a year
Once a year
Once in
every 2 year No Answer
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)

Price According to the

45% research 42% of
the customers are
40%
35%
30%
25%
20% 42%
ready to pay
15%
10%
34%
24% between MRF5000-
5%
0%
10000 for a new
Smartphone.
Below 5000 Between 5000- Above 10000
10000

SALARY
BUYING BEHAVIOR OF CUSTOMERS… (continue)
Brand plays major
Brand and price role which is
considered by the
consumer while
Bran purchasing the Mobil
phone.
d Pric
66% e
34%

Price Brand
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)
58% of customers use the brand as their friends, while Less than
56% of customers’ choice are same as other members of family.
same brand of Smartphone as friends use Same Brand of Smartphone as family
members use

No No
42% 44%
Yes
Yes
58% 56%

Yes
No Yes No
BUYING BEHAVIOR OF CUSTOMERS… (CONTINUE)
Introduced by Social media cover
40%
40% only 34% in
34%
30% introducing the
26%
20% product to new
10% customers.
0%
From
Friends From Social
Media Others
 CONCLUSION
THE OBJECTIVE OF THIS RESEARCH WAS TO INVESTIGATE THE
UNDERLYING FACTORS THAT DETERMINE THE DECISION TO
PURCHASE MOBILE PHONE DEVICE. ACCORDING TO THE STUDY,
MAJORITY OF THE CONSUMER OWNS SAMSUNG SMARTPHONE
FOLLOWED BY APPLE. FUTURE IF THE DOMINANT FACTOR
AFFECTING THE DECISION TO BUY SMARTPHONE. AND SECONDLY
BRAND PLACE A MAJOR ROLE WHICH IS CONSIDERED BY THE

CONSUMER WHILE PURCHASING THE MOBILE PHONE.

?
THANK YOU!