A CONSUMER CONSUMER DECISION MAKING WHILE PURCHASING MOBILE PHONES
Submitted to Shalini Mittal
Signature of Candidate Chandan Kumar 110101078
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Table of Contents
Topic Introduction Literature Review Objective of the Study Scope of the study Methodology Limitations of the Study Data nalysis !indings and Suggestions "onclusion ppendi# $ibliography
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INT!"#CTI!N
CONSUMER BUING BEH!IOUR
The main aim of marketing is meet and satisfy target customers need and wants buyer behaviour refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. The field of consumer behaviour studies how individuals, groups and organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behaviour and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behaviour of human being during the purchase is being termed as “Buyer Behaviour”. ustomer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. ! buyer makes take a decision whether save or spend the money.
Bu"e# Beha$iou#%
Buyer behaviour is “all psychological, "ocial and physical behaviours of potential ustomers as they become aware of evaluate, purchase, consume and tell others about product # service.
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Consumer %u&ing "ecision 'rocess There are following five stages in consumer buying decision process.
&' P#oblem identi(i)ation%
The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. $arketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, $arketers can identify the most fre%uent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest.
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*' In(o#mation Sea#)h%
The consumer tries to collect information regarding various products&service. Through gathering information, the consumer learns about completing brands and their features. 'nformation may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, tradefair etc. $arketers should find out the source of information and their relative degree of importance the consumes. (ersonal "ources) *amily, friends, neighbour, as %uittances. ommercial "ource) !dvertising, sales persons, dealers, packaging, displays. (ublic sources) mass media, consumer, rating organizations. +xperimental sources ) andling. +xamine, using the product.
+' E$aluation o( alte#nati$e%
There is no single process used by all consumers by one consumer in all buying situations. There is several *irst, the consumer processes, some basic concepts are) *irst, the consumer is trying to satisfy need. "econd, the consumer is looking for certain benefits from the product solutions. The marketer must know which criteria the consumer will use in the purchase decision.
,' Pu#)ha-e%
*rom among the purchase of alternatives the consumer makes the solution. 't may be to buy or not to buy. 'f the decision is to buy. The other additional decisions are) -hich types of bike he must buy *rom whom to buy a bike ow the payment to be made !nd so on. The marketer up to this stage has tried every means to influence the purchase behaviour, but the choice is properly consumers. 'n the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.
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.' Po-t Pu#)ha-e E$aluation%
!fter purchase the product, the consumer will experience the same level of product. The $arketer/s 0ob not end when the product is buying must monitor post1purchase satisfaction, post purchase action, post1purchase use and disposal.
Cha#a)te#i-ti) o( Bu"e# Beha$iou#-
The chief characteristics of the buyers behaviours are as follow)1 234 't consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them. 254 't includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities1such as forming attitudes, perceiving advertising material, and learning to prefer particular brands. 264 onsumer behaviours are very complex and dynamic to constantly changing. !nd therefore, management needs to ad0ust with the change otherwise market may be lot. 274 The individuals specific behaviours in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external of environmental influences such as the family social groups, culture, economics and business influences.
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*IT+,T#+ +-I+./ $obile handset has shifted from being a 8technological 9b0ect to a key 8social ob0ect/ as communication with others is the main purpose for mobile andset purchasing. owever, facilitating family or friend coordination and intensifying "ocial interaction are the crucial factors for using a mobile handset. !ccording to astells et al., 25:37, p.;<4, “obtaining a mobile handset is a milestone that indicates success, =ot only financially but also culturally in term of the integration within the society. >ichard ?ee, @amie $urphy, Aniversity of -estern !ustralia 25:364, their study investigates onsumer Buying Behaviour and $otivational *actors of $obile andset) ! "tudy using) =ational onference on +merging hallenges for "ustainable Business 5:37 35:3 determinants that mobile phone customers to transit from loyal to switching .'t concluded that there are different factors which affect the customer to switch from loyalty to switching intentions such as price, %uality, brand, style functions etc. But, the rating is the most important factors which affects the customers to switch to another provider.
!%+CTI-+ ! T+ ST#"3/ 3. To find the attributes which influenced the customers in selecting particular $obile handsets
5. To study the consumer/s behaviour towards different mobile handsets.
6. To know specific aspects related to the buying behaviour of the mobile users.
7. To know the consumer preferences and choices.
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SC!'+ ! T+ ST#"3/ The present study is contained to reater =oida city and it is decided as to consider different mobile handsets like =okia, "ony +ricson, ?, "amsung, T, $otorola, etc. rendered to the customers. The main ob0ective of this study is to analyse the consumer behaviour during taking new mobile handsets.
4+T!"!*!3/ DA/A COLLEC/ION 'I4,3 ",T,/ "urvey method was used to collect the primary data from the respondents. ! structured %uestionnaire was prepared to extract responses from the respondents. 0ue-tionnai#e%
Cuestionnaire development is the critical part of primary data collection 0ob. *or this ' have prepared a %uestionnaire in such a way that it is able to collect all relevant 'nformation regarding the pro0ect. 'n this %uestionnaire, ' have used mostly close1ended %uestions that are easier to be answered by respondents 2consumers4 and also easier for interpretation and tabulation # one open1ended %uestion to take the opinion of the respondents in their own words. The %uestions were asked to the consumers covering perception towards their purchase, price of the product, purpose for using the product, characteristic of the product, brand image, effectiveness of the advertisements, sales promotional activities, overall opinion about the product, etc.
S+C!N",3 ",T,% "econdary data was collected from books, articles, 'nternet and previous research papers that had been conducted by the company representatives and officials.
*I4IT,TI!NS ! T+ ST#"3 Page 8 of 15
&' (he study was conducted in ) days that is not enough for such a vast topic* +' ,o proper data was available* -' (here is a big number of mobile companies carry out the research more e.ciently* /' s the nature of research was e#ploratory so it was di.cult to cover each and every buyer* 0' Many buyers don1t e#press their original perception and views because of biasness*
",T, ,N,*3SIS (able showing preference of mobile phone $rand ,o4ia5Micros
,o* of respondent /
oft Sony
/
&6*-3
7("
8
+-*&3
Samsung
-
)*)3
pple
+
0*&3
Microma#
-
)*)3
L9
+
0*&3
Motorola
:
+6*03
Others
/
&6*-3
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Percentage 23' &6*-3
(able showing in;uencing factors of purchasing% I,!L<=,"I,9
,o of respondent
Percentage
!"(OR Price5O>ers $rand ?alue O@ine vailability !eature Rich
3; ; 7 F
7D.5E 5:.
(able showing preference of purchasing of mobile handsets
ttributes
,o of respondent
Percentage
Design
+)
A8*+3
$rand
+)
A8*+3
Durability
+)
A8*+3
Sound Buality
&/
-0*83
$attery life
+A
AA*)3
Display
&8
/:*)3
"amera
+6
0&*-3
IN"INS / Page 10 of 15
3. $a0ority of the sample respondents are influenced by (rice, 9ffers and Hesign while making selection of brand. 5. $a0ority of respondents prefers $otorola brand over others. 6. 9ther influencing factor while purchasing mobile is price of the phone, design, brand value and camera %uality.
C!NC*#SI!N/ ccording to current scenario Motorola having the highest mar4et share reason being according to respondent Motorola having a latest operating system i*e* ndroid Lollipop* 7(" standing ne#t to Motorola just because of price issue s felt by the consumers* ,e#t to Moto and 7(" customers prefer smartphone phones from ,o4iaC Sony and some other brands such as% iaomiC oloC etc*
,''+N"I
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#+STI!NN,I+/ Respondent Details ,ame% ge% 9ender%
E& which mobile do you preferF ' ,o4ia5Microsoft $' Sony "' 7(" D' Samsung =' pple !' Microma# 9' L9 7' Motorola I' Others
E+ 7ow long ago did you purchase itF ' Less than three month ago $' -GA month ago "' )G&+ month ago D' Hithin past + years =' More than + years ago E- Hhich of the following statement is best choice you when purchasing a mobile phoneF ' Style $' Infotainment "' Multimedia
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D' $usiness =' "onnected
E/ Hhich one of the following option you choose when purchasing a mobile phoneF ' Messaging $' Social ,etwor4ing "' "amera D' Music =' "alls
E0 !or what reason you choose the mobile brandF ' $rand ?alue $' "ost "' "ustomer Service D' O>ers =' !eatures
EA Hhich factors in;uenced you in purchasing the mobile brand you are currently usingF ' Price5O>ers $' $rand value "' O@ine vailability D' !eature Rich E: ou consider owing a mobile handset as a ' ,ecessity $' Status "' Lu#ury Page 1$ of 15
E8* Hhich one of the following best describes your current employment statusF ' =mployed full time $' =mployed part time "' Self employed D' !ull time home ma4er =' !ull time student
E&6* Hhich one of the following features you choose when purchasing mobile phoneF ttributes ' Design $' $rand "' Durability D' Sound Buality =' $attery life !' Display 9' "amera
%I%*I!,'3/ -ikipedia) 2www.wikipedia.com4 www.mouthshut.com
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www.decisionanalyst.com www.googleanalytics.com
www.studymode.com
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