Understanding Customer

Value through Field

Observation
 • They consumers think of various aspects on how the

product will suit or merge into their life without going

through much more endeavor

• This project concentrates on how the consumer chooses

the product he wishes to buy considering in diverse

strands of the specification of the product and the
consumer behavior associated with the buying process.
Introduction
Contoso 2
2
S u i t e s
-To study the behaviour of consumers towards mobile phones.

-Find out preferences of consumers in mobile phones at the time of purchase.

-Find out the satisfaction and dissatisfaction level of consumers and the reasons.

-The effect of demographics on the evaluation of different attributes related to mobile phone choices. 

-The effect of psychographics on the evaluation of different attributes related to mobile phone choices.

-The effect of behaviour on the evaluation of different attributes related to mobile phone choices.

OBJECTIVE

 
Contoso 3
S u i t e s
 • We chose some mobile shops in our locality for the
purpose.
• On observation we found most of the customers
approached the shops for purchase of  accessories.
• Few of the customers approached for repair services for
issues
• Vey few customers came to buy Mobiles
• Some customers approached the shops for enquiring
about the latest arrivals

Methodology
Contoso 4
S u i t e s
Segmentation
Percentage of Product
Total no. of Total No. of
Parameters Description Service Approachers Purchase based on
Mobile Buyers Accessories Buyers
Customer(in %)

Select the product which is economic and budget

friendly and also the product worth's the money
Price Based Buyers
they pay
1 2 25
Example: Purchase of Boat earphones

Select the product based on the quality and

specification with which it satisfies the customer
Quality based Buyers 3 25
Example: Purchase of iPhone

The purchase of any product with the belief on the

sellers
Trust on the Sellers
Example: A customer trust Poorvika and buy
1 2 1 40
product specified by them.

Customers have a fixed choice and buy them

Immediate Buyers Example: A customer 1 10
have decided to buy Redmi Mobile

Percentage of Purchase on
Product(in %)
15 80 5 100
Contoso
S u i t e s 5
Analysis

Percentage of Purchase of Product(in %) Percentage of Product Purcase based on Customer(in %)

5
15 40
35
30
Total no. of Mobile Buyers 25
Total No. of Accessories 20
Buyers 15
Service Approachers 10
5
0
s s rs s
y er y er le y er
Bu Bu el Bu
d d eS e
a se a se th i at
B y
b t on ed
e it us m
80 ic al Im
Pr Tr
Qu

Contoso 6
S u i t e s
Key Learnings
• Price and quality (Product is worth for the cost )
• Matching with customer expectations (Specifications Vz RAM, Camera quality, audio quality, Storage memory,
extendable options for memory and battery life)
• Customers can be divided into two categories
• Who are brand loyal that they are confident by their previous purchase or usage.
• Some customers are ready to buy different brands, we found these people are keen on specifications and user experiences.
• The customers are specific, demanding and expect freebies.
• Customers are price sensitive, they look for mostly the same specification or the next version as available in the
market.
•  We observe that the shop staff suggests
• a specific brand product, they may get better profit out of it by selling more numbers.
• Explains thoroughly the product, ready to answer any query.
• Suggests the top running models, so making it easy to the purchaser.
•  Additional Values like service warranty, supplements, reduction in cost are expected and claimed
 

Contoso 7
S u i t e s
 • Advertise More
• Examine Your Pricing Strategy
• Design Store for Sales
• Be Social

Suggestions
Contoso 8
S u i t e s
Thank You