RESEARCH ON MOBILE BUYING BEHAVIOUR

Research Methodology

Study of Mobile buying behaviour

Conducted by :

Vinanti Chavan - 188

Amol Ghodekar - 199
Rupali Patil - 216
Pooja Rane - 220
Prabhu Yadav - 233
Karthik Avinash - 237
 Agenda
 Objective

 Importance of studying Mobile buying behaviour

 Evolution of Mobile phones

 Industry overview

 Understanding the Mobile market

 About Research

 Methodology used

 Data Analysis

 Conclusion
Objective of the Research

 Understand the buying behavior of mobile phone

users.

 To examine the factors that influence a purchase.

 To analyze the importance given to each feature

while making a purchase.
 Importance of studying Mobile buying
behaviour
 Simplest & quick mode of communication

 Every infromation is on your fingertip

 Good Entertainment source

 Useful tool for emergencies

 Presence of internet allows you to have access to almost

everything quickly

 Define’s Social status

 Evolution of Mobile Phones

 1 Gereneration
Advance mobile phone system AMPS over the existing PTT and MTS.

 2 Gereneration
Introduction of GSM, SIM & GPRS technology.

 3 Gereneration
Ability to transfer voice data, video calling, high speed internet, download
information, exchange emails and instant messaging

 4 Gereneration
Introduction of IP Multimedia, Wireless Broadband internet technologies to
name a few.
 Major Players in the Market
 Nokia Corporation, World’s largest manufacturers of mobile telephones,
Aims at providing mobiles to every segment of people.

 Samsung Electronics, Part of Korean Samsung Group, spread over 100

countries & #1 mobile phone manufacturer in Asia.

 Motorola, American based company, emphasizes on designing stylish cell

phones.

 Sony Ericsson, joint venture of japanese company Sony and swedish telecom
giants Ericson, operates in almost 70 countries worldwide.

 LG Electronics, part of Korean LG Group and spread across 80 countries.

 Apart from these there are several other brands Like HTC, Blackberry,
Apple, etc who has launched their products.
 Indian Market Overview

 In 1989, Indian subscribers were zero.

 Delhi was the first state to launch cell phones in India.
 The cell phones industry has shown a remarkable growth in
the last decade.
 Significant growth seen after regulatory changes and falling
cost of calls and handsets.
 India has reached the coveted position of the second largest
mobile handset market in the world after China.
 The Indian mobile handset market is expected to continue its
upward trajectory.
 The expected CAGR over the next five years is expected to
be between 11-15%.
 Market Shares
Market Shares
Others, 8.4

Samsung, 9.5
Nokia
Sony
Nokia, 53.7 LG
Motorola, 7.2
Motorola
Samsung
LG, 14.4 Others
Sony, 6.8
 Methodology Used

 Chi-Square test was applied on the data collected through Personal

interview and Questionnaire.

The steps in using the chi-square test may be summarized as follows:

1. Write the observed frequencies in column ‘fo’

2. Figure the expected frequencies and write them in column ‘fe’.
3. Use the formula to find the chi-square value:
4. Find the degree of freesom dof= (column-1) (row-1)
5. Find the table value (consult the Chi Square Table.)
6. If your chi-square value is equal to or greater than the table value, reject
the null hypothesis: differences in your data are not due to chance alone
 About Research
Data were collected through Questionnaire & the
following aspects were analyzed.

 Brand preference while buying a new Mobile Phone.

 Dependency of Price range on income of the

person.

 Dependency of the features preferred with the

age group.
Which Brand and Model (mobile phone) would you prefer buying?
1) Nokia 2) Samsung 3)Sony Ericcson 4) Blackberry 5) HTC6) Micromax 7) Other
brands
 Null Hypothesis : Mobile users do not prefer to change their Brand while
buying new mobile

Alternate Hypothesis : Mobile users prefer to change their Brand while

buying new mobile

Calculated Value : 103.329 Table Value (dof 63, 5% LOS):82.529

Since table value is less than calculated value, we reject null

hypothesis & accept alternate hypothesis that 'Mobile users will not
stay loyal to their Brand'
What is the preferred price range of mobile phone you are looking for?
i) Rs.2,000 & less ii) Rs.2,000 to Rs.5,000 iii) Rs.5,000 to Rs.10,000
iv) Rs.10,000 to Rs.15,000 v) Rs.15,000 to Rs.20,000 vi) Rs.20,000 to
Rs.50,000
 Null Hypothesis : Price range of the brand to be purchased is dependent on the
income of the person

Alternate Hypothesis : Price range of the brand to be purchased is independent of

the income of the person

Calculated Value : 16.6608 Table Value (dof 20, 5% LOS):31.41

Since table value is more than calculated value, we reject alternate hypothesis
& accept null hypothesis that ‘Price range of the brand to be purchased is
dependent on the income of the person '
 Null Hypothesis: Preference of a feature is dependent of the age factor

Alternate Hypothesis: Preference of a feature is dependent of the age

factor

Calculated Value : 12.7079 Table Value (dof 15, 5% LOS): 24.996

Since table value is more than calculated value, we reject alternate hypothesis
& accept null hypothesis that 'Preference of a feature is dependent of the age
factor'
 Analysis of Data collected
 Profession wise Preferred Price Range