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Factors affecting the purchase of mobie phone

The brand of a mobile phone is one of the most important factor influencing consumers buying

decision while most people dont really care about advice being offered by the sales person at

the mobile phone shop. Cost too is an important consideration and goes on to explain

whyiPhone failed in India.

In terms of features, multimedia (especially music) and camera quality of the phone do play an

important role. Men or women who are single are much more likely to buy latest phone models

and are also concerned about the looks of the phone when making a purchase while the 30+

group prefers "ease of use".

This survey does give some idea about how India consumers make their mobile phone buying

decisions but it definitely missed certain important parameters especially battery life, warranty,

companys support network and internet connectivity.

1. Network

One important factor many people consider when purchasing a mobile phone is the network on

which it is available. Network coverage and no dropped calls is an important concern for most

customers. Which network was favored also takes into consideration the availability of a family

plan, payment options, free in-network calling and many other factors. Overall, the network a

phone is available on is an important factor in a consumer's final decision.

2.Price

Obviously, one of the most important factors for the average consumer when purchasing a

mobile phone is the cost of the plan. This is primarily because this is the only long-term cost

associated with purchasing a phone. All consumers want to find a phone they like within their

monthly budget. For example, most data plan phones cost an additional $30 to $40 dollars a
http://www.labnol.org/gadgets/phones/iphone-3g-sales-figures-in-india/5320/http://www.labnol.org/gadgets/phones/iphone-3g-sales-figures-in-india/5320/http://www.labnol.org/gadgets/phones/iphone-3g-sales-figures-in-india/5320/http://www.labnol.org/gadgets/phones/iphone-3g-sales-figures-in-india/5320/

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month as of December 2010. Thus, some consumers are not interested in purchasing a mobile

phone that requires a data plan.

3.Handset

The handset itself is obviously an vital factor in which mobile phone a consumer picks. Even if a

consumer does not like the network or price, some are willing to make an exception for a phone

she truly enjoys having. The majority of younger consumers want to own a sleek, stylish phone.

That is why the design and weight of a mobile phone are at the top of the most important

features list.

4. Multimedia Capabilities

One of the last factors a consumer look at when purchasing a mobile phone is the multimedia

capabilities. Being able to send pictures through text messages and or watch TV on a cell phone

are of some importance to the majority of consumers. (Reference 2) In fact, many people are

willing to pay a lot more for their plans if it includes higher entertainment value. Thus, phone

makers are constantly trying to improve the speed with which information is download, videos

are streamed, and applications are run.

5. Customer Service

Another important factor when considering which mobile phone to purchase is the quality of the

carrier's customer service. A friendly and helpful customer service department ensures you are

receiving all the benefits of joining its network and is always available if you need help. This is

difficult to evaluate before joining the network, but many reviews and experiences from other

customers can be found online

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Objective of the study

Primary objective

To study consumer behavior , increase market share and create distance from competition.

Secondary objective

1. To find the attributes which influenced the customers in selecting particular mobile handsets?

2. To study the consumer's behaviour towards different mobile handsets.

3. To know specific aspects related to the buying behavior of the mobile users.

4. To know the consumer preferences and choices.

5. To know the potential of the market and expand into new markets and business.

Scope of the study

The present study is conducted in delhi and it is decided as to consider different mobile handsets

like Nokia, Sony Ericson, LG, Samsung, Vodafone, Motorola, spice, , etc. rendered to thecustomers. In delhi, there are available different mobile handsets like Nokia, Sony Ericson, LG,

Samsung, Vodafone, Motorola, spice, , etc. The main objective of this study is to analyze the

consumer behaviour during taking new mobile handsets.

As there are a large number of customer preference different brand of mobile handset, the study was

conducted in delhi to know consumer behavior towards different mobile handsets. So that it would

help to different mobile companies to identify the consumer behaviour.

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Chapter-II: Methodology and Theoretical Framework

Research always starts with a question or a problem. Its purpose is to question through

the application of the scientific method. It is a systematic and intensive study directed

towards a more complete knowledge of the subject studied.

Marketing research (MR) is the function which links the consumer, customer and

public to the marketer through information- information used to identify and define

marketing opportunities and problems generate, refine, and evaluate marketing

actions, monitor marketing actions, monitor marketing performance and improveunderstanding of market as a process.

Marketing research specifies the information required to address the method for

collecting information, manage and implemented the data collection process, analyses

the results and communicate the findings and their implication .

Data collection method

There are two methods of data collections:

1) Primary data2) Secondary data

Primary data: Primary data are those data which are collected for the first time,

taking a sample, representing a population. It is not a published data, it is problem

specific data collected by the researcher, first time.

a) Survey: Survey is most commonly used method in social sciences, management,marketing an psychology to some extent. Surveys can be conducted in different

methods. Survey has being conducted on the topic consumerbehavior while

buying a mobile phone

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b) Questionnaire: Questionnaire development is the critical part of primary datacollection job. For this I have prepared a questionnaire in such away that it is able to

collect all relevant information regarding the project. The questions 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.

c) Interview: It is the most extensively used method. It enables better control of thesample and ensures answers from the respondents. It also provides for a tactful

approach to the respondent since it is based on a person-to-person talk. But this

method is generally more expensive and time consuming. For this project each

interview was taking 15 to 20 minutes to complete.

Secondary data: Published data and the data collected in the past or other parties is called

Secondary data .When primary data is published by researcher, it becomes the secondary data

for everybody, other than the researcher. Secondary Data is data or information that is already

available. This data is collected by a person or organization other than the use of the data.

Secondary data is data that is neither collected directly by the user nor specifically for the

user, often under conditions not known to the user. Examples include Government

reports.Secondary information has already been collected for some other purposes. It may be

available from internal sources, or may have been collected and published by another

organization. Secondary data is cheaper and more quickly available than primary data, but
http://www.businessdictionary.com/definition/party.htmlhttp://www.blurtit.com/q781137.htmlhttp://www.blurtit.com/q781137.htmlhttp://www.businessdictionary.com/definition/party.html

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likely to need processing before it is useful.secondary data has being collected from the

following:

a) Websites

b) Daily newspapers

c) Magazines

d) Annual reports

Methodology used for data analysis- Concepts, tools and techniques

Concepts- The concepts used in the project is based on questionnaire. To analysis theperception of the consumers while buying a mobile phone.. To find on what basis did

consumers buy mobile phone and which brand they prefer the most.

Tools and Techniques- The tools and techniques used in project are charts, piechartsand graphs.

Graphs- Graphs are used to help people visualize data. It is easier to understandsomething sometimes when you can see it in picture form. There are different kinds of

graphs depending on what kind of data you are looking at.

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THEORITICAL DESCRIPTION

The Cellulartelephone (commonly "mobile phone" or "cell phone" or "handphone") is a

long-range, portableelectronic deviceused for mobile communication. In addition to the

standard voice function of atelephone, current mobile phones can support many additional

servicessuch asSMSfortext messaging,email,packet switchingfor access to theInternet,

andMMSfor sending and receivingphotosandvideo. Most current mobile phones connect to

acellular networkofbase stations(cell sites), which is in turn interconnected to thepublic

switched telephone network(PSTN) (the exception is satellite phones.Cellular telephone is

also define as a type of short-wave analog or digital telecommunication in which a subscriber

has a wireless connection from a mobile telephone to a relatively nearby transmitter. The

transmitter's span of coverage is called a cell. Generally, cellular telephone service is available

in urban areas and along major highways. As the cellular telephone user moves from one cell

or area of coverage to another, the telephone is effectively passed on to the local cell

transmitter. A cellular telephone is not to be confused with a cordless telephone (which is

simply a phone with a very short wireless connection to a local phone outlet). A newer service

similar to cellular is personal communications services (PCS).
http://en.wikipedia.org/wiki/Electronic_devicehttp://en.wikipedia.org/wiki/Electronic_devicehttp://en.wikipedia.org/wiki/Electronic_devicehttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/PSTNhttp://searchsmb.techtarget.com/sDefinition/0,,sid_gci211561,00.htmlhttp://searchsmb.techtarget.com/sDefinition/0,,sid40_gci211948,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid7_gci213380,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid44_gci211761,00.htmlhttp://searchnetworking.techtarget.com/sDefinition/0,,sid44_gci212776,00.htmlhttp://searchnetworking.techtarget.com/sDefinition/0,,sid44_gci212776,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid44_gci211761,00.htmlhttp://searchmobilecomputing.techtarget.com/sDefinition/0,,sid7_gci213380,00.htmlhttp://searchsmb.techtarget.com/sDefinition/0,,sid40_gci211948,00.htmlhttp://searchsmb.techtarget.com/sDefinition/0,,sid_gci211561,00.htmlhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Public_switched_telephone_networkhttp://en.wikipedia.org/wiki/Cell_sitehttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Photohttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Packet_switchinghttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Electronic_device

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Brand preferences and advertisement

Students leant about cellular phone from many sources, mainly from friends and families,

through advertisement and from their own experience. Whether a promotion and advertising

hurt or help a brand is under-researched (Mela, Gupta & Lehman, 1997). In the long-run,

advertisement help brands by making consumer less price sensitive and more loyal. Exposure

of an ad is crucial to be effective in changing consumer knowledge, attitude and behaviour

(Evans,Moutinho & Van Raaj, 1996). And for the ad to be seen, it must grab the attention of

its target audience. Ads originality as defined from Pietes, Warlop and Wedel, (2002) were

easier for customer to remember than ordinary ads by increasing attention to it. This thus

increased attention to the brand being advertised.However, regardless of the content, ads for

brand leaders are more successful due to the influence of the brand (Simon, 1970). Ads for

less popular brands may be less successful even though the content may be good.

Liking towards the brand itself can influence liking for the brand (Hawkins, Best & Coney,

1992). However according to study by Biehal, Stephens and Curlo (1992) whether consumers

like or dislike an ad does not necessarily lead to brand acceptance or rejection. So, even

though consumers may like the ad that they see, it does not necessarily mean that they will go

out and buy the brand advertised.Usually the consumer uses their attitude towards the ad

(Aad) in brand choice equaled that of attitude towards the brands (AB).

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Advertisers must remember that advertising messages are interpretend differently between

different genders (Maldonando, Tansuhaj & Muehling, 2003; Hogg & Garrow, 2003; Putrevu,

2001).Prevoius study have proven that females were more likely to engagae in elaboration

than men (Maldonado & Muehling, 2003). Hogg and Garrow (2003) found that women paid

more intention about the details of the characters of an ad when asked to analyze advertising

messages. They said that this may be explained by the fact that females have a greater

tendency than men to consider external information and information related to others. Women

are comprehensive processors who try to gather all available information about the product.

In building brand preferences, Alreck and Settle (1999) proposed six strategies:

1) Need association- the product/brand linked to need through repeated messages.2) Mood associations- brands should be associated with good feelings through

slogans,songs.

3) Subconscious motivation-use of symbol to excite consumers subconscious motives.4) Behaviour modification-consumers are conditioned to buy the brand by controlling

cues and rewards.

5) Cognitif processing-penetrating perceptual and cognitive barriers to create favourableattitudes towards the brand/product.

6) Model emulation- portraying idealized lifestyles for consumers to imitate.

However, this study focused only on the symbolic or tangible elements in influencing brand

preference. It did not discuss tangible aspects (i.e product characteristics) of influencing brand

preference. Advertisement can change consumers perception of a product in terms of

attributes content and proportion and also influence consumers taste for attributes ( Gwin &

Gwin, 2003)

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Brand preference and product attribute

Attributes are the characteristic or features that an object may or may not have and

includes both intrinsic and extrinsic (Mowen & Minor, 1998) .Benefits is the positive

outcomes that come from the attributes.People seek products that have attributes that will

solve their problems and fulfills their needs (Mowen & Minor, 1998). Understanding why a

consumer choose a product based upon its attributes helps marketers to understand why some

consumers have preferences for certain brands (Gwin & Gwin, 2003). In the study by Gwin

and Gwin (2003), the Lancaster model of consumer demand (1966, 1979), also reffered to as

the product attributes model,was used to evaluate brand positioning.This model assumes that

consumer choice is based on the characteristics (or attributes) of a brand.Each product is

abundle of attributes and that choice is based on maximizing utility/satisfaction from the

attritubes subject to budget constraints. However there were two limitataions of the model: (1)

the model is static and deterministic and (2) the model does not explain how the preferences

for attributes were formed.This article also also didi not mention if experience with the

product played a part in influencing attributes preferences.

Both tangible nad intangible attributes of a product are equally important in choosing a

product or brand (Myers, 2003). There is no evidence that certain attributes are more related to

customer loyalty than others (Romariuk & Sharp, 2003). It was, found though, that the more

attributes (non-negative) associated with a brand, the more loyal the customer (Romariuk &

Sharp,2003).Romariuk and Sharp (2003) suggested that marketers should focus more on how

many attributes the brand should be associated with and not what attributes. However, this

study did not specify what sort of attributes marketers should associate the brand with; i.e.

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whether they should be relevant or irrelevant attributes, tangible or intangible etc.This is

because it is important that consumer accurately lean about product attribute performances

since it would influence their interpretations of product performance by causing memory

encode and retrieval bias.Unfounded product attribute relationship beliefs can mislead them

into expecting something that is not there.(Mason & Bequette, 1998). Hence if products fall

short of customer expectataions,then dissactisfaction would result.Nevertheless, it was found

that through irrelevant, some attributes may still be important in influencing consumer

choice.Persistent preferences for product attribute soccurs when there is low ambiguity in the

initial potential choice for salient attributes coupled with experience,although those attributes

maybe irrelevant (i.e. an attributes usually not associated with favourable brand outcomes

(Muthukrishnan & Kardes, 2001). Consequently, Mason and Bequette (1998) also said that

perceptions on product performance based on salient attributes are more important in

influencing the consumer purchase behaviour than actual product attribute performances.

Similarly, Myers (2003) concluded that brand equity may be more influenced by attribute

knowledge more than consumer preference.

For low-involvement products, consumers have more objective view of the nature of the

attrinutes (eg. food, cosmetics) because they are constantly being advertised and

promoted.Similarly Rioo, Vasquez and Iglesias (2001) sugggeated that consumer evaluation

of a product can be broken down into evaluation related to product (tangible or physical

attributes) and brand name (intangible attributes, or images added to the product due to its

brand names). In his study on the relationship between human values and consumer

purchases, Allen (2001) found there was a significant association between human values (eg.

hedonistic, achievement, self-direction, conformity, security etc.), product preference and

tangible attribute importance with how consumers perceive the product (i.e tangible attributes)

and how they evaluate the product (i.e symbolic meaning,tangible/intangible attribute

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importance). Human values influence the importance of the products tangible attribute

importances that are already important to consumers.

However perception of product performance on the salient attributes are more important than

actual performance (Mason & Bequette, 1998).Mowen and Minor (1998) suggested that

marketing managers should know the attributes that consumers expect in a product and how

positively or negatively they rate these attributes to help develop and promote a successful

product.Retailers need to be knowledgeable of the product attributes perceived as the most

important by each individual consumer group in order to build and maintain market share

(Warrington & Shim, 2000). It is the consumer who determines which attributes matter to

them. Different consumer groups place different importance on different attributes

(Warrington & Shim,2000).It was found that consumers categoriez as LP/SB (low product

involvement/strong brand commitment) placed greater importance on product attributes and

product orientataions than LP/WB (weak brand commitment) consumers, which placed the

most importance on price.

Markerters should consider using advertisement, which may play a role in making

attributee important to consumers that might not have been considered before (Gwin & Gwin,

2003),Romariuk & Sharp (2003) suggested two objectives of short-term and long-term brand

building. In the short term, managers need to identify a specific attributes to be communicated

to the market,based on which message gave the best execution.The key aim is to develop

likeable advertisement.In the long-run,managers need to build up a bank of consumer

perception about the brand to make it the one most often thought of and make it difficult for

competitors to have access to the minds of consumers (Romariuk & Sharp, 2003).

The brand name of the product itself is an important attribute. Brands have both

functional (product-related) and symbolic dimensions (del Rio,Vasquez & Iglesiaz, 2001), On

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the product related benefit side, consumer evaluate product performance based on its

capabilities, usage effectiveness, value for money and reliability. The purchase and

consumption of products is increasing regarded by consumers as an indirect way of

communication to improve their self image and deliver certain impressions to other people in

their environment (del Rio,Vasquez & Iglesiaz, 2001), Therefore the brand name benefits

perceived by consumers is highly interrelated to the product-based benefits. Big brand means

a better image and a better product (del Rio,Vasquez & Iglesiaz, 2001), Howevwer, as

mention earlier, Mason and Bequette (1998) suggested that perceived product performance is

more important than actual attribute performance. Similarly Myers (2003) concluded that

brand equity might be influenced by attribute knowledge more than consumer preference. This

may be due to consumer biasness and prejudice, Consumers product evaluations are

influenced by memory. The biasness can be reduced by having current information,

experience and knowledge (Mason and Bequette ,1998). Therefore, its not surprising that

brands that consumers believe offer superior value are most preferred brands chosen often

(Myers, 2003). Brands with higher equity resulted in greater preferences and high market

shares.

Price is another form of attribute used by consumers to evaluate a product.Price can

sometimes be an indicator of quality; with a higher price indicating higher quality (Mowen &

Minor, 1998; Siu & Wong, 2002). Consumers perceive that a higher price can be attributed to

the higher cost of quality control (Siu & Wong, 2002). Some consumers are highly price

sensitive (elastic demand),whereby a high prices may shift consumers to competitive brands

(Mowen & Minor, 1998). Therefore price can have a positive or negative influence on

customers

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CHAPTER-3

DATA PRESENTATION AND ANALYSIS

In this chapter the secondary data and primary is reduced to questionnaire along with bar

graphs and pie charts.

Questionaire

Respondent Details

Name :

Gender:

Age:

Mobile number:

Q1 Which mobile phone do you prefer?

a) Nokiab) Samsungc) Motorolad) Spicee) Sony Ericsonf) Vodaphoneg) micromax

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Q2 How long ago did you purchase it?

a)

Less than three month agob) 3-6 month agoc) 7-12 month agod) Within past 2 yearse) More than 2 years ago

Q3 Which of the following statement is best choice you when purchasing a mobile phone?

a) Styleb) Infotainmentc) Multimediad) Businesse) Connected

Q4 Which one of the following option you choose when purchasing a mobile phone?

a) Callsb) SMSc) Browse internetd) Take Photose) Check emailsf) Record videog) Musich) Mobile TV

Q5 For what reason you choose the mobile brand?

a) Convenience Handset

b) Cost control

c ) Value added Service

d ) Discounts

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Q6 Which factors influenced you in purchasing the mobile brand you are currently using?

a) Price/offersb) Brand namec) Availability in storesd) Batterye) size

Q7 You consider owing a mobile handset as a :

a) Necessityb) Statusc) Luxury

Q8 Which one of the following features you choose when purchasing mobile phone?

a) Designb) Brandc) Durabilityd) Sound qualitye) Battery lifef) Displayg) Camerah) Musici) Multimedia

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Q9 which one of the following best describes your current employment status?

a) Employed full timeb) Employed part timec) Self employedd) Full time home makere) Full time student

Q 10 Which mobile do you prefer considering attributes like design,brand,durability,sound

quality, battery life, display, camera & music, multimedia?

a) NOKIA

B) sony ericsson

C) Motorola

D) Samsung

E)Vodafone

F )spice

G) LG

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ANALYSIS


a) Nokiab) Samsungc) Motorolad) Spicee) Sony Ericsonf) Vodaphoneg) Micromax

Brand No of respondents %

Nokia 20 40

Sony ericson 6 12

Motorola 4 8

Samsung 7 14

Vodaphone 3 6

micromax 8 16

Spice 2 4

Total 50 100

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Figure 1

RESULT

40% respondent use nokia, 12% use sony Ericson, 8% use Motorola,14% use Samsung, 6%

vodaphone,16% micromax and 4% spice.

nokia

sony ericson

motorola

samsung

vodaphone

micromax

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a) Less than three month agob)

3-6 month ago

c) 7-12 month agod) Within past 2 yearse) More than 2 years ago

period No of respondents percentage

0-3 months 3 6

6 months 6 12

7 months-1 year 7 14

1-2 year 10 20

More than 2 years 24 48

Total 50 100

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Figure 2

RESULT

6% respondants purchased mobile phone 3 months ago, 12% 6 months ago, 14% 1 year

ago,20% 2 year ago and 48% more than 2 years.

period

0-3 months

6 months

7 months- 1 year

1-2 year

more than 2 year

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a) Styleb)

Infotainment

c) Multimediad) Businesse) Connected

Statement No of respondents percentage

Style 10 20

Infotainment 3 6

Multimedia 7 14

Business 5 10

Connected 25 50

Total 50 100

Figure 3

Sales

style

infotainment

multimedia

business

connected

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RESULT

20% respondent says that style is the best statement while purchasing a mobile phone, 6% says

infotainment, 14% say multimedia, 10% say business and 50% says connectivity.

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a) Callsb) SMSc) Browse internetd) Take Photose) Check emailsf) Record videog) Musich) Mobile TV

Option No of respondents Percentage

Calls 15 30

Sms 5 10

Browse internet 4 8

Take photos 6 12

Check mails 7 14

Record video 3 6

music 8 16

Mobile tv 2 4

Total 50 100

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Figure 4

RESULT

30% of respondent chooses calls as a option while purchasing a mobile, 10% choose sms, 8%

choose browsing internet, 12% choose take photos, 14% choose check mails, 6% choose record

videos, 16% choose music and 4% chooses mobile tv.

option

calls

sms

browse internet

take photos

check mails

record video

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a) Priceb) Brand namec) Availability in storesd) Batterye) Size

factors No of respondents percentage

Price 20 40

Brand name 10 20

Availaibility in stores 5 10

size 7 14

battery 8 16

total 50 100

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Figure 5

RESULT

40% respondents says that price factor influenced them while purchasing a mobile phone, 20%

says brand name, 10% says availability in stores, 14% says size and 16% says battery.

factors

price

brand name

availibility in stores

size

battery

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a) Necessityb) Statusc) Luxury

consideration No of respondents percentage

necessity 30 60

status 15 30

luxury 5 10

total 50 100

Figure 6

RESULT

60% respondent considers there mobile as a necessity, 30% status and 10% luxury.

consideration

necessity

status

luxury

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Q7Which one of the following features you choose when purchasing mobile phone?

a) Designb)

Brandc) Durability

d) Sound qualitye) Battery lifef) Displayg) Camerah) Musici) Multimedia

Feature No of respondents percentage

design 10 20

brand 7 14

durability 8 16

Sound quality 3 6

Battery life 2 4

display 5 10

Camera and music 4 8

multimedia 11 22

total 50 100

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Figure 7

RESULT

20% respondent ay that they consider design as feature while purchasing a mobile, 14% say

brand,16% durability, 6% sound quality, 4% battery life, 10% display,8% camera and music

and 22% say multimedia.

features

design

brand

durability

sound quality

battery life

display

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a) Employed full timeb) Employed part timec) Self employedd) Full time home makere) Full time student

Employment status No of respondents Percentage

Employed full time 12 24

Employed part time 10 20

Self employed 5 10

Full time home maker 15 30

Full time student 8 16

Total 50 100

Figure 8

employment status

employed full time

empoyed part time

self employed

full time home maker

full time student

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RESULT

24% respondent were employed full time, 20% employed part time, 10% self employed,30% full time

home maker and 16% full time student.

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Q 9 Which mobile do you prefer considering attributes like design, brand, durability, sound

quality, battery life, display, camera & music,

multimedia ?

a) NOKIA

B) sony ericsson

C) Motorola

D) Samsung

E)Vodafone

F ) spice

G) LG

Prefernce No of respondents percentage

Nokia 20 40

Sony ericsson 10 20

Motorola 8 16

Samsung 2 4

vodaphone 4 8

spice 5 10

LG 1 2

Total 50 100

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Figure 9

RESULT

40% respondent consider nokia while buying a phone,20% sony ericsson,16% Motorola,4%

Samsung,8% vodaphone,10% spice and 2% LG.

preference

nokia

sony ericson

motorola

samsung

vodaphone

spice

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b) Cost control


d ) Discounts

Reason No of respondents percentage

Convenience handset 30 60

Cost control 10 20

Value added services 7 14

discounts 3 6

total 50 100

Figure 10

reason

convinience handset

cost control

value added services

discounts

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RESULT

60% respondent say that the reason for buying a specific mobile brand is Convenience

handset,20% say cost control,14% say value added services and 6% say discount.

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CHAPTER 4 SUMMARY AND CONCLUSION

This project tells us the behavior of consumers while buying a mobile phone. Behaviour

of consumers varies from person to person but when it comes buying of a cell phone

we cant judge that on what basis they will buy a mobile phone.from the following study

we conclude that become want a phone which can fulfill their maximum needs at a low

cost .we also found that majority of people prefer nokia over other brands because of

its brand name, features and durability . many people buy phone just for the medium

of communication whereas ,ay of them buy phone for music, multimedia, internet,

camera etc. Many factors influence the consumer while buying a mobile phone such as

cultural factors, economic factors etc. mobile phone is that thing which now a days a

lower class person can also afford and without mobile our life is incomplete.

Consumers are considered as king of market ie it is very necessary to satisfy the

consumers. Consumer behavior is very complex in nature. Different consumers have

different perceptions and expectations when they buy a mobile phone. For many

consumers buying a phone is status whereas for other consumer buying a phone is a

necessity.

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BIBLIOGRAPHY

The information is gathered from internet and websites are:

www.google.com

www.yahoo.com

www.wikipediafreeencyclopedia.com
http://www.google/http://www.google/http://www.yahoo.com/http://www.yahoo.com/http://www.wikipediafreeencyclopedia.com/http://www.wikipediafreeencyclopedia.com/http://www.wikipediafreeencyclopedia.com/http://www.yahoo.com/http://www.google/

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Appendices

Annexure

Questionaire

Respondent Details

Name :

Gender:

Age:

Mobile number:


h) Nokiai) Samsungj) Motorolak) Spicel) Sony Ericsonm)Vodaphonen) Micromax

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f) Less than three month agog) 3-6 month agoh) 7-12 month agoi) Within past 2 yearsj) More than 2 years ago


f) Styleg) Infotainmenth) Multimediai) Businessj) Connected


i) Callsj) SMSk) Browse internetl) Take Photosm)Check emailsn) Record videoo) Musicp) Mobile TV



b) Cost control


d ) Discounts

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f) Price/offersg) Brand nameh) Availability in storesi) Batteryj) size


d) Necessitye) Statusf) Luxury

Q8 Which one of the following features you choose when purchasing mobile phone?

j) Designk) Brandl) Durabilitym)Sound qualityn) Battery lifeo) Displayp) Cameraq) Musicr) Multimedia

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f) Employed full timeg) Employed part timeh) Self employedi) Full time home makerj) Full time student

Q 10 Which mobile do you prefer considering attributes like design,brand,durability,sound

quality, battery life, display, camera & music, multimedia?

a) NOKIA

B) sony ericsson

C) Motorola

D) Samsung

E)Vodafone

F )spice

G) LG

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