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A CONSUMER DECISION
MAKING WHILE
PURCHASING MOBILE
PHONES.
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Table of Contents
Topic Page
Introduction
Literature Review
Methodology
Data Analysis
Conclusion
Appendix
Bibliography
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INTRODUCTION
Buyer Behaviour:
Buyer behaviour is “all psychological, Social and physical behaviours of potential
customers as they become aware of evaluate, purchase, consume and tell others about product
&service.
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There are following five stages in consumer buying decision process.
1. Problem identification:
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that
trigger a particular need. By gathering information from a number of consumers, Marketers
can identify the most frequent stimuli that spark an interest in a product category. They can
then develop marketing strategies that triggerconsumer interest.
2. Information Search:
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The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family members,
business association, commercial, chamber of commerce, telephone directory, tradefair etc.
Marketers should find out the source of information and their relative degree of importance
theconsumes.
Personal Sources: Family, friends, neighbour, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources : Handling. Examine, using the product.
3. Evaluation of alternative:
There is no single process used by all consumers by one consumer in all buying situations.
There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need. Second, the consumer is looking for certain
benefits from the product solutions. The marketer must know which criteria the consumer
will use in the purchase decision.
4. Purchase:
From among the purchase of alternatives the consumer makes the solution. It may be to buy
or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy? From whom to buy a bike
How the payment to be made? And so on. The marketer up to this stage has tried every means
to influence the purchase behaviour, but the choice is properly consumers. In the evaluation
stage the consumer forms preferences among the brands in the choice set. The consumer may
also form an intention to but the most
preferred brand.
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5. Post Purchase Evaluation:
After purchase the product, the consumer will experience the same level of product. The
Marketer’s job not end when the product is buying must monitor post-purchase satisfaction,
post purchase action, post-purchase use and disposal.
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LITERATURE REVIEW:
Srivastava (2005) stated that the mobile handset has shifted from being a ‘technological
object’ to a key ‘social object’ as communication with others is the main purpose for mobile
handset purchasing. However, facilitating family or friend coordination and intensifying
social interaction are the crucial factors for using a mobile handset (Urry, 2007).According to
Castells et al., (2007, p.85), “obtaining a mobile handset is a milestone that indicates success,
not only financially but also culturally in term of the integration withinthe society. Richard
Lee, Jamie Murphy , University of Western Australia(2005), their study investigates
Consumer Buying Behaviour And Motivational Factors Of Mobile Handset: A Study Using…
National Conference on Emerging Challenges for Sustainable Business 2012
1201
determinants that mobile phone customers to transit from loyal to switching .It concluded that
there are different factors which affect the customer to switch from loyalty to switching
intentions such as price, quality ,brand, style functions etc. But, the rating is the most
important factors which affects the customers to switch to another provider.
3. To know specific aspects related to the buying behaviour of the mobile users.
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SCOPE OF THE STUDY:
The present study is contained to Pune city and it is decided as to consider different
mobilehandsets like Nokia, Sony Ericson, LG, Samsung, Vodafone, Motorola, spice, sagem,
etc. rendered tothe customers. In Pune city, there are available different mobile handsets like
Nokia, Sony Ericson, LG,Samsung, Vodafone, Motorola, spice, sagem, etc. The main
objective of this study is to analyze theconsumer behaviour during taking new mobile
handsets.
METHODOLOGY:
DATA COLLECTION
PRIMARY DATA:
Survey method was used to collect the primary data from the respondents. A structured
questionnaire was prepared to extract responses from the respondents.
Questionnaire:
Questionnaire development is the critical part of primary data collection job.
For this I have prepared a questionnaire in such a way that it is able to collect all relevant
information regarding the project.In this questionnaire, I have used mostly close-ended
questions that are easierto be answered by respondents (consumers) and also easier for
interpretation andtabulation & one open-ended question to take the opinion of the
respondents in their ownwords. The questions were asked to the consumers covering
perception towards theirpurchase, price of the product, purpose for using the product,
characteristic of theproduct, brand image, effectiveness of the advertisements, sales
promotional activities,overall opinion about the product, etc.
SECONDARY DATA:
Secondary data was collected from books, articles, Internet and previous research papers that
had been conducted by the company representatives and officials.
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LIMITATIONS OF THE STUDY
1) The study was conducted in 7 days that is not enough for such a vast topic.
2) No proper data was available.
3) There is a big number of mobile companies carry out the research more efficiently.
4) As the nature of research was exploratory so it was difficult to cover each and every
buyer.
5) Many buyers don’t express their original perception and views because of biasness.
DATA ANALYSIS
Sony 16 08%
HTC 12 06%
Nokia 6 03%
Micromax 2 01%
LG 4 02%
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Table showing influencing factors of purchasing :
AVAILLABILITY IN 28 14%
STORE
DIFFERENT SIZE 18 09%
MOBILE STORE 14 07%
Total 200 100%
Design 26 13%
Brand 70 35%
Durability 32 16%
Sound Quality 20 10%
Battery life 24 12%
Display 16 08%
Camera & Music 08 04%
Multimedia 04 02%
Total 200 100%
1. Majority of the sample respondents are influenced by style and infotainment while
forselection of brand.
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2. Majority of respondents prefers Samsung brand over others.
3. Other influencing factor while purchasing mobile is price of the phone.
CONCLUSION:
According to current scenario Samsung having the highest market share reason being according to
respondent Samsung having a user friendly operating system i.e. android.
Apple standing next to Samsung just because of price issue s felt by the consumers.
Sony being on the third place as the company is only focusing on the smart phones and sound as well
camera quality.
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APPENDIX
QUESTIONNAIRE:
Respondent Details
Name :
Age :
Gender :
Address :
Mobile :
A) Nokia
B) Sony Ericson
C) HTC
D) Samsung
E) Apple
F) Micromax
G) LG
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D) Within past 2 years
Q3 Which of the following statement is best choice you when purchasing a mobile phone?
A) Style
B) Infotainment
C) Multimedia
D) Business
E) Connected
Q4 Which one of the following option you choose when purchasing a mobile phone?
A) Calls
B) SMS
D) Take Photos
E) Check emails
F) Record video
G) Music
H) Mobile TV
A) Convenience Handset
B) Cost control
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D) Discounts
Q6 Which factors influenced you in purchasing the mobile brand you are currently using?
A) Price/Offers
B) Brand name
C) Availability in store
D) Different size
E) Mobile battery
Q7 Select following option is in store marketing materials that may impact shopper’s
A) In store TV
B) Broachers
C) Dangler
D) Floor standee
E) Poster
F) Leaflet
A) Necessity
B) Status
C) Luxury
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Q9 Which one of the following best describes your current employment status?
C) Self employed
Q10.which is the following best describe the highest level of education you have completed?
D) University degree
E) Post graduate
Q11. Which one of the following features you choose when purchasing mobile phone?
Attributes
A) Design -----
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B) Brand ------
C) Durability ------
F) Display -----
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BIBLIOGRAPHY:
www.mouthshut.com
www.studygalaxy.com
www.decisionanalyst.com
www.studymode.com
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