Sample for pgdba project report

8/15/2019 Sample for pgdba project report

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A

Project Report

ON

“ To study the consumer behavior for purchasing mobile handsets ”For

IMRB International

PUNE

Submitted To

Universit o! Pune" Pune

In Partial Ful!ilment o! Re#uirement

For t$e A%ard o! &e'ree o!

MASTER OF BUSINESS A&MINISTRATION

(Mar)etin'*

Submitted B

Mr+ ,arje Raviraj Nat$a

ROLL NO. MB0 !"0

(Batc$-.//0-1/*

Under t$e 'uidance o!

#rof.Ms.$ma #eth%ar

NAV-SAHYADRI CHARITABLE TRUST’S

&N'T&T$T( O) B$'&N('' M*N*+(M(NT , R('(*R- / - * *N.

1(-L*R*T&ON


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I, the undersigned, hereb de!"#re th#t the $r%&e!t Re'%rt entit"ed “ To stud t$e consumerbe$aviour !or purc$asin' mobile $andset2 (ritten #nd sub)itted b )e t% the Uni*ersit %+

$une, $une in '#rti#" +u"+i"")ent %+ the re uire)ents +%r the #(#rd %+ degree %+ #ster %+Business Ad)inistr#ti%n under the guid#n!e %+ #rof.Ms.$ma #eth%ar . Is ) %rigin#" (%r/ #nd

the !%n!"usi%ns dr#(n therein #re b#sed %n the )#teri#" !%""e!ted b ) se"+.

$"#!e0 $une 12#r&e R#*ir#& N#th#3

D#te0 Rese#r!h Student

*- NO2L(1+(M(NT


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This is the '"e#sure )%*e)ent +%r )e t% e4'"i!#te ) energi5ed inte""igen!e. Th#n/s t% C%-C%%rdin#t%r r. 6# (#nt $#ti" #nd t% ) guide iss. #rof.Ms.$ma #eth%ar

. Institute %+ Business #n#ge)ent 7 Rese#r!h, Ch#/#n. 8%r #!!%))%d#ting #d*i!e during therese#r!h #nd he"' 'r%*ided b the) in 're'#r#ti%n %+ this re'%rt. This re'%rt is guided b their

!%-%'er#ti%n #nd 'r#!ti!#b"e suggesti%n. This stud (%r/ !%u"d be +inished (ith in the 'eri%d.I g%t !h#n!e t% re!%gni5e ) gr#titude t% #"" st#++ t% .B.A. de'#rt)ent +%r )#/ing#*#i"#b"e #"" +#!i"ities t% !%)'"ete the rese#r!h (%r/. As (e"" #s t% #"" %thers (h% e4tended the

're!i%us !%-%'er#ti%n b 'r%*iding #"" d%!u)ents #nd det#i"s re uired +%r this (%r/.


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(3ecutive 'ummary4 5

The tit"e %+ the stud is “Stud %+ the !%nsu)er beh#*i%ur +%r 'ur!h#sing %bi"eH#ndsets9.

This stud (#s !%ndu!ted under the Rese#r!h Intern#ti%n#" %+ I RB Intern#ti%n#" %n beh#"+ %+ di++erent )%bi"e br#nd h#ndsets. I RB Intern#ti%n#" is # "e#ding )#r/et rese#r!h!%)'#n in Indi# t% 'r%*ide the )#r/et rese#r!h re'%rts t% (e"" est#b"ished n#ti%n#" !%)'#nies.The stud (#s !#rried %ut in #nd #r%und $une Cit #nd dur#ti%n (#s %+ t(% )%nth.

During the stud I h#*e *isited t% the res'%ndents (h% #re !urrent" using #nd used in the '#st the *#ri%us )%bi"e h#ndsets %+ s%)e br#nded !%)'#nies.

E#!h res'%ndent h#s gi*en his +eedb#!/ #nd suggesti%n (hi!h !#n be he"' t% identi+ the!%nsu)er beh#*i%ur +%r 'ur!h#sing di++erent )%bi"e h#ndsets. S%)e %+ the res'%ndent needs)%re in+%r)#ti%n #b%ut di++erent )%bi"e br#nd h#ndsets (hi!h h#s gi*en )e t% sh%( the) #t theti)e %+ inter*ie( #nd sh%( s#tis+#!t%r res'%nses reg#rding 'ur!h#sed %+ di++erent )%bi"e

h#ndsets.A'#rt +r%) this 'r%&e!t I h#*e d%ne di++erent #ssign)ents gi*en b I RB Intern#ti%n#"

"i/e tr#!t%r 'r%&e!t, "i+e insur#n!e 'r%&e!t, ! ber !#+: 'r%&e!t et!.


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R('(*R- 1('&+N

RESEARCH DESI2N0

A rese#r!h design is # s'e!i+i!#ti%n %+ )eth%d #nd 'r%!edures %r #! uiring thein+%r)#ti%n needed. It is the %*er#"" '#ttern %r +r#)e(%r/ %+ the 'r%&e!t th#t sti'u"#tes (h#t is t%

be !%""e!ted, +r%) (hi!h s%ur!es, b (h#t 'r%!edure.

Ob6ectives

#rimary Ob6ective

;3 T% stud !%nsu)er beh#*i%r #nd in!re#se )#r/et sh#re #nd !re#te dist#n!e +r%)!%)'etiti%n.

'econdary ob6ective

;. T% +ind the #ttributes (hi!h in+"uen!ed the !ust%)ers in se"e!ting '#rti!u"#r)%bi"e h#ndsets<

2. T% stud the !%nsu)er’s beh#*i%ur t%(#rds di++erent )%bi"e h#ndsets.=. T% /n%( s'e!i+i! #s'e!ts re"#ted t% the bu ing beh#*i%r %+ the )%bi"e users.

>. T% /n%( the !%nsu)er 're+eren!es #nd !h%i!es.?. T% /n%( the '%tenti#" %+ the )#r/et #nd e4'#nd int% ne( )#r/ets #nd business.

S!%'e %+ the stud 0 -

The 'resent stud is !%nt#ined t% $une !it #nd it is de!ided #s t% !%nsider di++erent )%bi"eh#ndsets "i/e N%/i#, S%n Eri!s%n, L2, S#)sung, V%d#+%ne, %t%r%"#, s'i!e, s#ge), et!. rendered t%the !ust%)ers. In $une !it , there #re #*#i"#b"e di++erent )%bi"e h#ndsets "i/e N%/i#, S%n Eri!s%n, L2,S#)sung, V%d#+%ne, %t%r%"#, s'i!e, s#ge), et!. The )#in %b&e!ti*e %+ this stud is t% #n#" 5e the!%nsu)er beh#*i%ur during t#/ing ne( )%bi"e h#ndsets.

St#te)ent %+ $r%b"e)0 -

As there #re # "#rge nu)ber %+ !ust%)er 're+eren!e di++erent br#nd %+ )%bi"e h#ndset, the stud(#s !%ndu!ted in $une !it t% /n%( !%nsu)er beh#*i%r t%(#rds di++erent )%bi"e h#ndsets. S% th#t it(%u"d he"' t% di++erent )%bi"e !%)'#nies t% identi+ the !%nsu)er beh#*i%ur.


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Need %+ the stud 0-

In t%d# ’s s!en#ri% )%bi"e #re *#st used in e4!h#nge %+ in+%r)#ti%n be!%)es the ne!essit %+ "i+et% # !%))%n )#n. In )%dern (%u"d #s indi*idu#" tends t% !%))uni!#te #n thing t% e*er thing tight+r%) the '"#!e (here he %r she st#nds. E*en (hi"e riding # *ehi!"e he %r she (#nts t% !%))uni!#te(ithin # +r#!ti%n %+ se!%nd (ith !"e#r *%i!e, (ith%ut #n disturb#n!e. Cust%)er (#nts )%re +#!i"it in)%bi"e "i/e S S, design, dur#bi"it , s%und, u#"it , dis'"# , !#)er#, , )usi!, )u"ti)edi#, internet,dis!%unt 'ri!e, #*#i"#bi"it et!. T%d# the )%bi"e h#ndset !%)'#n gr%(th h#s been e4!e""ent. D# bd# )#n ne( #ttr#!ti*e s!he)es, 'r%*ide #dditi%n#", #dd +e( ne( +e#tures t% e4isting %nes , redu!e the

'ri!e %+ )%bi"e, intr%du!e *#rieties %+ h#ndset )%de"s # he#"th !%)'etiti%n th#t bene+its subs!ribershen!e in this !%nte4t. It is i)'%rt#nt t% stud (hi!h sh#'e the !%nsu)ers )ind during t#/ing %rs(it!hing %*er the ne( )%bi"e h#ndsets.

7

8. R('(*R- M(TO1OLO+9

Rese#r!h #"(# s st#rts (ith # uesti%n %r # 'r%b"e). Its 'ur'%se is t% uesti%n thr%ughthe #''"i!#ti%n %+ the s!ienti+i! )eth%d. It is # s ste)#ti! #nd intensi*e stud dire!ted t%(#rds #)%re !%)'"ete /n%("edge %+ the sub&e!t studied.

#r/eting rese#r!h 1 R3 is the +un!ti%n (hi!h "in/s the !%nsu)er, !ust%)er #nd 'ub"i!t% the )#r/eter thr%ugh in+%r)#ti%n- in+%r)#ti%n used t% identi+ #nd de+ine )#r/eting%''%rtunities #nd 'r%b"e)s gener#te, re+ine, #nd e*#"u#te )#r/eting #!ti%ns, )%nit%r )#r/eting#!ti%ns, )%nit%r )#r/eting 'er+%r)#n!e #nd i)'r%*e underst#nding %+ )#r/et #s # 'r%!ess.

#r/eting rese#r!h s'e!i+ies the in+%r)#ti%n re uired t% #ddress these issues, designs, #nd the


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)eth%d +%r !%""e!ting in+%r)#ti%n, )#n#ge #nd i)'"e)ented the d#t# !%""e!ti%n 'r%!ess,#n#" ses the resu"ts #nd !%))uni!#te the +indings #nd their i)'"i!#ti%n

#r/eting Rese#r!h is, thus, de+ined #s, the s ste)#ti!, %b&e!ti*e #nd e4h#usti*e se#r!h+%r #nd stud %+ the +#!ts re"#ting t% #n 'r%b"e) in the +ie"d %+ )#r/eting.

“A)eri!#n #r/eting Ass%!i#ti%n9, de+ines R #s the s ste)#ti! g#thering, re!%rding#nd #n#" 5ing %+ d#t# #b%ut 'r%b"e)s re"#ting t% the )#r/eting %+ g%%ds #nd ser*i!es.

Thus, three /e ide#s reg#rding )#r/eting rese#r!h #re0-

i. #r/eting rese#r!h is !%n!erned (ith stud ing #n %+ the )#ni+%"d 'r%b"e)s in )#r/eting.

ii. Its 'ur'%se is t% #id de!isi%n-)#/ing in the )#r/eting +ie"d.iii. S ste)#ti! g#thering #nd #n#" sis %+ in+%r)#ti%n is its r%ute in #!hie*ing

its 'ur'%se.

Types of research45

a. :ualitative MR 4• It is used in e4'"%r#t%r rese#r!h (%r/.• E4'resses #nd su))#ri5es d#t# n%n-nu)eri!#"" @ u#"it#ti*e" .• T#!/"es # "i)ited nu)ber %+ res'%ndents.• It in*%"*es in-de'th 'r%be.• It in*%"*es n%n-stru!tured uesti%ning@%bser*#ti%n• Is the s%+t *ersi%n %+ R.• $r%*ides insights %n )#r/eting 'r%b"e)s.• 8in#" !%urse %+ #!ti%n !#nn%t de'end %n its +indings.

a. :uantitative MR4 'r%&e!t (%r/ is !%n!erned (ith this t 'e %+ rese#r!h. It h#s the +%""%(ing +e#tures0-

• It is used )%re in !%n!"usi*e rese#r!h 'r%&e!ts.• E4'resses #nd su))#ri5es d#t# nu)eri!#"" @ u#"it#ti*e" .• T#!/"es # "#rge nu)ber %+ res'%ndents %+ten #)%unts t% "#rge-s!#"e sur*e s.• It in*%"*es "i)ited 'r%be (ith "i)ited uesti%ns.• It in*%"*es stru!tured uesti%ning@%bser*#ti%n• Is the h#rd *ersi%n %+ R.•

$r%*ides h#rd +#!ts %n )#r/eting 'r%b"e)s.• 8in#" !%urse %+ #!ti%n !#n de'end %n its +indings


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8." The Mar%eting Research #rocessAs )#r/eting rese#r!h is # s ste)i! #nd +%r)#"i5ed 'r%!ess, it +%""%(s # !ert#in se uen!e %+rese#r!h #!ti%n. The )#r/eting 'r%!ess h#s the +%""%(ing ste's0

De+ining the )#r/eting 'r%b"e)

Identi+ ing the R 'r%b"e) in*%"*ed

S'e!i+ ing the in+%r)#ti%n re uire)ent

De*e"%'ing the rese#r!h design

De*e"%'ing the rese#r!h 'r%!edure @ instru)ent +%r g#thering the in+%r)#ti%n

2#thering the in+%r)#ti%n 1D#t# !%""e!ti%n3

An#" 5ing #nd inter'reting the in+%r)#ti%n

Su))#rising the +indings @ $re'#ring the rese#r!h re'%rt


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8.! 1ata -ollection Method 0.8."." #rimary data4

It is %rigin#" d#t#, +irst h#nd #nd +%r the s'e!i+i! 'ur'%se %+ the rese#r!h 'r%&e!t. 8%r this 'r%&e!t, I h#*e used the +%""%(ing !%))%n rese#r!h instru)ent0-

:uestionnaire4uesti%nn#ire de*e"%')ent is the !riti!#" '#rt %+ 'ri)#r d#t# !%""e!ti%n &%b.

8%r this I h#*e 're'#red # uesti%nn#ire in su!h #(# th#t it is #b"e t% !%""e!t #"" re"e*#ntin+%r)#ti%n reg#rding the 'r%&e!t.

In this uesti%nn#ire, I h#*e used )%st" !"%se-ended uesti%ns th#t #re e#sier

t% be #ns(ered b res'%ndents 1!%nsu)ers3 #nd #"s% e#sier +%r inter'ret#ti%n #ndt#bu"#ti%n 7 %ne %'en-ended uesti%n t% t#/e the %'ini%n %+ the res'%ndents in their %(n(%rds. The uesti%ns (ere #s/ed t% the !%nsu)ers !%*ering 'er!e'ti%n t%(#rds their

'ur!h#se, 'ri!e %+ the 'r%du!t, 'ur'%se +%r using the 'r%du!t, !h#r#!teristi! %+ the 'r%du!t, br#nd i)#ge, e++e!ti*eness %+ the #d*ertise)ents, s#"es 'r%)%ti%n#" #!ti*ities,%*er#"" %'ini%n #b%ut the 'r%du!t, et!.

8%r !%""e!ting the #ns(ers +r%) the #b%*e uesti%nn#ire, I h#*e used the+%""%(ing !%))%n )eth%d0-➢ &ntervie;4

It is the )%st !%))%n )eth%d +%r !%nt#!ting !%nsu)ers 7 !%""e!ting 'ri)#r

d#t#. 8%r this 'r%&e!t I h#*e used +%""%(ing t 'e %+ inter*ie(0-➢ #ersonal intervie;4 It is the )%st e4tensi*e" used )eth%d. It en#b"es better !%ntr%" %+ the s#)'"e#nd ensures #ns(ers +r%) the res'%ndents. It #"s% 'r%*ides +%r # t#!t+u" #''r%#!h t% theres'%ndent sin!e it is b#sed %n # 'ers%n-t%-'ers%n t#"/. But this )eth%d is gener#"" )%ree4'ensi*e #nd ti)e !%nsu)ing.

8%r this 'r%&e!t e#!h inter*ie( (#s t#/ing ;? t% )inutes t% !%)'"ete.Inter*ie( (#s #"s% de"# ed due t% un-#*#i"#bi"it %+ res'%ndent in h%use.

8."." 'econdary data.It (#s !%""e!ted t% #dd the *#"ue t% the 'ri)#r d#t#. D#t# reg#rding I RB,

Intern#ti%n#" 1Indi#n #r/eting Rese#r!h Bure#u3 hist%r , its 'r%+i"e #nd %ther ne!ess#rre!%rds #nd in+%r)#ti%n (#s !%""e!ted b re+erring t% (ebsite, )#g#5ines, #nnu#" re'%rts,re+eren!e b%%/s, d#i" ne(s'#'ers, et!.


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8.! 'ample design48.!." 'ample $nit45

8%r stud ing !%nsu)er beh#*i%ur %+ s#)'"es (ere se"e!ted +r%) $une !it .

8.!.! 'ample si


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3.3 Methods of data analysis and statistical Techni>ues 0

Di++erent t 'es %+ d#t# #n#" sis te!hni ues used in the rese#r!h 'r%&e!t sh%u"d be s'e!i+i!#"")enti%ned. Su!h #s0

➢ B#si! #n#" ti!#" t%%"s, (hi!h in!"ude T#bu"#r An#" sis, 2r#'hi!#" An#" sis,$er!ent#ge An#" sis.

Fh#t is Rese#r!h eth%d%"%g <

RESEARCH ETH D L 2Y is # (# %+ s ste)#ti!#"" s%"*e the rese#r!h 'r%b"e).

It )# be underst%%d #s # s!ien!e %+ stud ing h%( rese#r!h is d%ne s!ienti+i!#"" .

In it (e stud the *#ri%us ste's th#t #re gener#"" #d%'ted b # rese#r!her in stud inghis rese#r!h 'r%b"e) #"%ng (ith the "%gi! behind the). It is ne!ess#r +%r the rese#r!her t%/n%( n%t %n" rese#r!h )eth%ds @te!hni ues h%( t% !#"!u"#te the )e#n , )%de, )edi#n %rst#nd#rd de*i#ti%n %r !hi-s u#re , h%( t% #''" '#rti!u"#r rese#r!h te!hni ues , but the #"s%need t% /n%( (hi!h %+ these #re )eth%ds %r te!hni ues , #re re"e*#nt #nd (hi!h #re n%t , #nd(h#t (%u"d the )e#n #nd indi!#te #nd (h .rese#!hers#"s% need t% underst#nd the#ssu)'ti%ns under" ing *#ri%us te!hni ues #nd the need t% /n%( the !riteri# b !ert#in

'r%b"e)s #nd %thers (i"" n%t .#"" this )e#ns th#t it is ne!ess#r +%r the rese#r!her t% designhis )eth%d%"%g +%r his 'r%b"e) #s the s#)e )# di++er +r%) 'r%b"e) t% 'r%b"e).

'O$R-( *N1 M(T O1' O) 1*T* -OLL(-T&ON

'ource of data collection4

There #re t(% t 'es %+ d#t# !%""e!ti%n0

;3 $ri)#r d#t# !%""e!ti%n


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3 Se!%nd#r d#t# !%""e!ti%n.

#rimary 1ata -ollection4

$ri)#r d#t# is gener#ted b the students %r the rese#r!her +%r the 're'#r#ti%n %+ the 'r%&e!t #nd used b the student i))edi#te" +%r !%""e!ting d#t# .He @ She !#n use *#ri%us)eth%ds n#)e"

;3 bser*#ti%n

3 Sur*e

=3 $ers%n#" Inter*ie(

>3 uesti%nn#ire

'econdary 1ata -ollection4

Se!%nd#r d#t# )e#ns d#t# th#t #re #"re#d #*#i"#b"e i.e. the re+er t% the d#t# (hi!h h#*e#"re#d h#*e been !%""e!ted #nd #n#" 5ed b s%)e%ne e"se. I h#*e !%""e!ted se!%nd#r d#t# +r%) G..

S%ur!es +%r !%""e!ti%n %+ se!%nd#r d#t# #re,

;3 B%%/s +r%) "ibr#r

3 Internet


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=3 Re'%rt Br#u!hers.

>3 Le#+"et.

Des!ri'ti*e rese#r!h is th%se studies (hi!h #re !%n!erned (ith des!ribing the !h#r#!teristi!s %+# '#rti!u"#r indi*idu#", %r gr%u'.

-ON'$M(R B$9&N+ B( ?&O$R

The )#in #i) %+ )#r/eting is )eet #nd s#tis+ t#rget !ust%)ers need #nd (#nts bu er beh#*i%r re+ers t% the 'e%'"es %r %rg#ni5#ti%n !%ndu!t #!ti*ities #nd t%gether (ith the i)'#!t %+*#ri%us in+"uen!e %n the) t%(#rds )#/ing de!isi%n %n 'ur!h#se %+ 'r%du!t #nd ser*i!e in #)#r/et. The +ie"d %+ !%nsu)er beh#*i%r studies h%( indi*idu#"s, gr%u's #nd %rg#ni5#ti%n se"e!t,

bu , use #nd dis'%se %+ g%%ds, ser*i!e, ide#s, %r e4'erien!e t% s#tis+ their needs #nd desiresunderst#nding !%nsu)er beh#*i%r #nd /n%(ing !ust%)er #re ne*er si)'"e. The (e#"th %+

'r%du!ts #nd ser*i!e 'r%du!ed in # !%untr )#/e %ur e!%n%) str%ng. The beh#*i%r %+ hu)#n being during the 'ur!h#se is being ter)ed #s “Bu er Beh#*i%r9. Cust%)er s# s %ne thing but d%#n%ther. The )# n%t be in t%u!h (ith their dee'er )%ti*#ti%ns. The #re res'%nding t%in+"uen!es th#t !h#nge their )ind #t the "#st )inute. A bu er )#/es t#/e # de!isi%n (hether s#*e%r s'end the )%ne .

De+initi%n %+ Bu er Beh#*i%r0-Bu er beh#*i%r is “#"" 's !h%"%gi!#", S%!i#" #nd 'h si!#" beh#*i%rs %+ '%tenti#"

!ust%)ers #s the be!%)e #(#re %+ e*#"u#te, 'ur!h#se, !%nsu)e #nd te"" %thers #b%ut 'r%du!t 7ser*i!e.;C%nsu)er Bu ing De!isi%n $r%!essThere #re +%""%(ing +i*e st#ges in !%nsu)er bu ing de!isi%n 'r%!ess.


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". #roblem identification45The bu ing 'r%!ess st#rts (hen the bu er re!%gni5es # 'r%b"e) %r need. The need !#n be

triggered b intern#" %r e4tern#" sti)u"i.#r/eters need t% identi+ the !ir!u)st#n!es th#t trigger # '#rti!u"#r need. B g#thering

in+%r)#ti%n +r%) # nu)ber %+ !%nsu)ers, #r/eters !#n identi+ the )%st +re uent sti)u"i th#ts'#r/ #n interest in # 'r%du!t !#teg%r . The !#n then de*e"%' )#r/eting str#tegies th#t trigger!%nsu)er interest.!. &nformation 'earch45

The !%nsu)er tries t% !%""e!t in+%r)#ti%n reg#rding *#ri%us 'r%du!ts@ser*i!e. Thr%ughg#thering in+%r)#ti%n, the !%nsu)er "e#rns #b%ut !%)'"eting br#nds #nd their +e#tures.In+%r)#ti%n )# be !%""e!ted +%r) )#g#5ines, !#t#"%gues, ret#i"ers, +riends, +#)i" )e)bers,

business #ss%!i#ti%n, !%))er!i#", !h#)ber %+ !%))er!e, te"e'h%ne dire!t%r , tr#de+#ir et!.#r/eters sh%u"d +ind %ut the s%ur!e %+ in+%r)#ti%n #nd their re"#ti*e degree %+ i)'%rt#n!e the

!%nsu)es.

#ersonal 'ources4 8#)i" , +riends, neighb%r, #s uitt#n!es.-ommercial 'ource4 Ad*ertising, s#"es 'ers%ns, de#"ers, '#!/#ging, dis'"# s.#ublic sources 0 )#ss )edi#, !%nsu)er, r#ting %rg#ni5#ti%ns.(3perimental sources 4 H#nd"ing. E4#)ine, using the 'r%du!t.

8. (valuation of alternative45

There is n% sing"e 'r%!ess used b #"" !%nsu)ers b %ne !%nsu)er in #"" bu ing situ#ti%ns. There is se*er#" 8irst, the !%nsu)er

'r%!esses, s%)e b#si! !%n!e'ts #re08irst, the !%nsu)er is tr ing t% s#tis+ need.Se!%nd, the !%nsu)er is "%%/ing +%r !ert#in bene+its +r%) the

'r%du!t s%"uti%ns.The )#r/eter )ust /n%( (hi!h !riteri# the !%nsu)er (i""use in the 'ur!h#se de!isi%n.

>. -hoice of purchasing decision458r%) #)%ng the 'ur!h#se %+ #"tern#ti*es the !%nsu)er )#/es the s%"uti%n. It )# be t%

bu %r n%t t% bu . I+ the de!isi%n is t% buThe %ther #dditi%n#" de!isi%ns #re0

Fhi!h t 'es %+ bi/e he )ust bu < 8r%) (h%) t% bu # bi/eH%( the '# )ent t% be )#de< And s% %n.


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The )#r/eter u' t% this st#ge h#s tried e*er )e#ns t% in+"uen!e the 'ur!h#se beh#*i%r, but the !h%i!e is 'r%'er" !%nsu)ers. In the e*#"u#ti%n st#ge the !%nsu)er +%r)s 're+eren!es#)%ng the br#nds in the !h%i!e set. The !%nsu)er )# #"s% +%r) #n intenti%n t% but the )%st

're+erred br#nd.

@. #ost #urchase Behavior45A+ter 'ur!h#se the 'r%du!t, the !%nsu)er (i"" e4'erien!e the s#)e "e*e" %+ 'r%du!t. The

#r/eter’s &%b n%t end (hen the 'r%du!t is bu ing )ust )%nit%r '%st-'ur!h#se s#tis+#!ti%n, '%st- 'ur!h#se #!ti%n, '%st-'ur!h#se use #nd dis'%s#"

#ost #urchase 'atisfaction 0-The bu er, S s#tis+#!ti%n is # +un!ti%n %+ !"%seness bet(een the bu er, S e4'e!t#ti%n #nd

the 'r%du!ts $er!ei*er 'er+%r)#n!e.The "#rger the g#' bet(een e4'e!t#ti%n #nd 'er+%r)#n!e the gre#ter the !%nsu)er

diss#tis+#!ti%n.

#ost purchase *ction45The C%nsu)er, S s#tis+#!ti%n %r diss#tis+#!ti%n (ith the 'r%du!t in+"uen!e subse uent

beh#*i%r. I+ the !%nsu)er s#tis+ied, he %r she (i"" e4hibit # higher 'r%b#bi"it %+ 'ur!h#sing the 'r%du!t #g#in.

Diss#tis+#!ti%n !%nsu)er )# #b#nd%n #nd return the 'r%du!t. #ost5#urchase $se or 1isposal4 -

The )#r/eter sh%u"d #"s% )%nit%r ne( bu ers use #nd dis'%se %+ the 'r%du!t. I+ the!%nsu)er st%re the 'r%du!t in # !"%se, the 'r%du!t is 'r%b#b" n%t *er s#tis+ ing. I+ the

!%nsu)er thr%(s the 'r%du!t #(# , the )#r/eter needs t% /n%( h%( the dis'%se %+ ites'e!i#"" it !#n be hurt the en*ir%n)ent.

-haracteristic of Buyer BehaviorsThe !hie+ !h#r#!teristi!s %+ the bu ers beh#*i%rs #re #s +%""%(0-A" It !%nsists %+ )ent#" #nd 'h si!#" #!ti*ities (hi!h !%nsu)ers undert#/e t% get g%%ds

#nd ser*i!es #nd %bt#in s#tis+#!ti%n +r%) the).A! It in!"udes b%th %bser*#b"e #!ti*ities su!h #s (#"/ing thr%ugh the )#r/et t% e4#)ine

)er!h#ndise #nd )#/ing # 'ur!h#se #nd )ent#" #!ti*ities-su!h #s +%r)ing #ttitudes, 'er!ei*ing#d*ertising )#teri#", #nd "e#rning t% 're+er '#rti!u"#r br#nds.

A8 C%nsu)er beh#*i%rs #re *er !%)'"e4 #nd d n#)i! t% !%nst#nt" !h#nging. Andthere+%re, )#n#ge)ent needs t% #d&ust (ith the !h#nge %ther(ise )#r/et )# be "%t.

A= The indi*idu#"s s'e!i+i! beh#*i%rs in the )#r/et '"#!e is #++e!ted b intern#" +#!t%r,su!h #s need , )%ti*es, 'er!e'ti%n, #nd #ttitudes, #s (e"" #s b e4tern#" %+ en*i%ur)ent#"in+"uen!es su!h #s the +#)i" s%!i#" gr%u's, !u"ture, e!%n%)i!s #nd business in+"uen!es.


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-OM#*N9 #RO)&L(

&MRB &nternational

Abbre*i#ted #s Indi#n #r/eting Rese#r!h Bure#u.

Est#b"ished in ; J;, I RB Intern#ti%n#" is # 'i%neer in )#r/et rese#r!h. A )e)ber %+ theK#nt#r 2r%u', F$$ s in+%r)#ti%n, insight #nd !%nsu"ting di*isi%n. I RB s +%%t'rint e4tends


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#!r%ss ;; !%untries - Indi#, $#/ist#n, B#ng"#desh, Sri L#n/#, Dub#i, S#udi Ar#bi#, Eg 't,Sing#'%re, #"# si#, K%re# #nd L%nd%n

Fith %*er ; +u"" ti)e st#++, I RB 'r%*ides high u#"it !%n!e'tu#"i5#ti%n, str#tegi!thin/ing, e4e!uti%n #nd inter'ret#ti%n s/i""s. I RB Intern#ti%n#" is the %n" rese#r!h !%)'#n in

Indi# th#t %++ers su!h # (ide r#nge %+ rese#r!h b#sed ser*i!es t% its !"ients. I RB Intern#ti%n#" ss'e!i#"ised #re#s in!"udes !%nsu)er )#r/et rese#r!h b%th u#ntit#ti*e #nd u#"it#ti*e, industri#")#r/et rese#r!h, business t% business )#r/et rese#r!h, s%!i#" #nd rur#" )#r/et rese#r!h, )edi#rese#r!h, ret#i" rese#r!h, #nd !%nsu)er '#ne"s.

*bacus )ield

Ab#!us 8ie"d h#nd"es the +ie"d %'er#ti%ns +%r #"" the business di*isi%ns in I RB. Ab#!us8ie"d h#s # net(%r/ %+ ;? regi%n#" %++i!es s're#d #!r%ss the !%untr th#t gi*es I RB the!#'#bi"it t% run '#n Indi# rese#r!h 'r%&e!ts s)%%th" 7 e++e!ti*e" . An e4#)'"e %+ the)#gnitude %+ Ab#!us 8ie"d %'er#ti%ns !#n be g#uged +r%) the +%""%(ing0

• n #n gi*en d# #b%ut ? +ree"#n!ers (%r/ +%r Ab#!us 8ie"d• Te"e C#"" Centre h#s se#ts, is "%!#ted in De"hi, B#ng#"%re #nd u)b#i, #nd d%es

;, >, inter*ie(s 'er )%nth.• H%useh%"d $#ne" - M ,M h%useh%"d *isited e*er )%nth• M 'r%&e!ts h#nd"ed in %ne e#r• M.M "#! )#nd# s %+ inter*ie(ing in %ne e#r• =J "#! inter*ie(s d%ne in %ne e#r

Ab#!us 8ie"d is !%nsistent" stri*ing t% e4!eed !"ient e4'e!t#ti%ns, thr%ugh high u#"it(%r/, integrit , inn%*#ti*eness #nd bui"ding # !u"ture (hi!h 'r%)%tes 'r%+essi%n#" #nd

'ers%n#" gr%(th %''%rtunities.

Ab#!us 8ie"d is he#ded b Ni/hi" R#(#", Sr Vi!e $resident.

Our Milestones• Indi#’s +irst TV r#ting s ste) • Indi#’s +irst R#di% Audien!e e#sure)ent s ste)• Indi#’s +irst IT #nd Internet studies end%rsed b industr #ss%!i#ti%ns• Indi#’s +irst #nd "#rgest H%useh%"d $#ne"• Instru)ent#" in setting u' %+ #r/et Rese#r!h S%!iet %+ Indi# 1 RSI3 in ; MM• Cre#ti%n %+ S%!i#" E!%n%)i! C"#ssi+i!#ti%n 1SEC3 s ste), b Ashut%sh Sinh# +r%) the

#r/eting S!ien!es 2r%u', 7 used b #"" R !%)'#nies in Indi#


18/38

• $#th bre#/ing b%%/ %n e)'"% ee "% #"t “The T#% %+ L% #"t 9 b A&it R#% %+ CS1Cust%)er S#tis+#!ti%n e#sure)ent 7 #n#ge)ent3

• Agen! %+ the e#r #(#rd, instituted in #t RSI, +%r t(% !%nse!uti*e e#rs , 7 J

• $resenting !utting edge rese#r!h +%r se*er#" e#rs #t intern#ti%n#" +%ru)s in!"udingES AR #nd (%n #(#rds

Our 'trengths• Seni%r )%st rese#r!hers in the industr• S'e!i#"ists (ith industr @se!t%r /n%("edge• Intern#ti%n#" t%%"/it in s'e!i#"i5ed businesses• Str#tegi! #r/eting C%nsu"t#n!• L#rgest +ie"d net(%r/ +%r !ust%) rese#r!h• Arr# %+ S ndi!#ted d#t#b#ses• Industr tr#!/ing 7 en*ir%n)ent#" s!#n• u"ti-!%untr rese#r!h !#'#bi"it

-onsumer Research 4 'tudies

C%n!e't TestsC%r'%r#te I)#ge Studies

N#)e Tests$#!/#ging Rese#r!h$ri!ing Rese#r!h$r%du!t Tests #nd C"ini!sRet#i" StudiesSeg)ent#ti%n #nd $r%+i"ing StudiesSi)u"#ted Test #r/etingUs#ge #nd Attitude Studies


19/38

&MRB &nternational4 )ootprints

'ervicesOffered

The de'th #nd bre#dth %+ ser*i!es th#t (e 'r%*ide #re e4tensi*e #nd in!"udes rese#r!h #nd#d*is%r ser*i!es in the +%""%(ing #re#s0


20/38

Ad*ertising, 'r%)%ti%n #nd )edi# rese#r!hB B #nd Industri#" Rese#r!hBr#nd Rese#r!hCust%)er S#tis+#!ti%n Rese#r!hC%r'%r#te #nd E)'"% ee Rese#r!hCh#nne" #nd Ret#i" Rese#r!h$r%du!t #nd $#!/#ging Rese#r!h$ri!ing Rese#r!hStr#tegi! #r/et Rese#r!h

ster Sh%''er Insights 1 SI3

Mar%et *nalytics4 1ata #rocessing ouse to the Est#b"ished in ;, Ab#!us #r/etAn#" ti!s unit %++ers # (ide r#nge %+ ser*i!es t% #"" the rese#r!h units in I RB. These in!"uded#t# 'r%!essing, !h#rting, st#tisti!#" #n#" sis, d#t#b#se )#n#ge)ent 7 u'd#ti%n, s%+t(#rede*e"%')ent 7 testing.

Ab#!us D#t# $r%!essing 1D$3, # '#rt %+ Ab#!us #r/et #n#" ti!s, %++ers si)i"#r ser*i!e t%intern#ti%n#" !"ients. D$’s C"ients in!"ude i""(%rd Br%(n #!r%ss Asi# $#!i+i!, A+ri!# #ndAustr#"#si#, K#nt#r 'er#ti%ns in UK, B RB Intern#ti%n#" in UK, A RB in the idd"e E#st#nd N A+ri!#, RI in Asi# $#!i+i! 7 the Br#nd Sur*e C%)'#n in S A+ri!#.

In the d# s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0• Ad*#n!ed #n#" ti!s• Ad*#n!ed st#tisti!#" ser*i!es• %de"ing #nd trend #n#" ses• D#t#b#se !re#ti%n #nd )#n#ge)ent• D#t# )ining• S!ri'ting• D#t# inter'ret#ti%n #nd re'%rting

Ab#!us #r/et An#" ti!s is he#ded b Suni" B#/shi, Sr Vi!e $resident

&MRB &nternationalCs 1ivisions4 -onsumer Research

Set u' in ; J;, the u#ntit#ti*e Di*isi%n #t I RB Intern#ti%n#" is the %"dest rese#r!h unitin the !%untr . In %ur three de!#des %+ rese#r!h e4'erien!e in Indi#, (e h#*e (%r/ed %n #")%st#"" 'r%du!t !#teg%ries, #nd h#*e the e4'ertise in the entire g#)ut %+ rese#r!h )eth%d%"%gies #nd

te!hni ues'ectors ;e research

I RB Intern#ti%n#" h#s been the 'i%neer in !%ndu!ting )#r/et rese#r!h e4er!ises +%rse*er#" se!t%rs. T%d# , there is h#rd" #n se!t%r th#t I RB Intern#ti%n#" h#sn t rese#r!hed.8r%) '%t#t% (#+ers t% $Cs, !ig#rettes t% !e""u"#r 'h%nes, #"!%h%" t% #ir !%nditi%ners #nd bubb"egu)s t% bui"ding )#teri#"s &ust n#)e it #nd (e h#*e rese#r!hed it.


21/38

Agri!u"ture #nd Agr%-'r%du!tsA"!%h%"Aut%)%ti*eBui"ding #nd C%nstru!ti%nC%nsu)er Dur#b"eDistributi%n@ Ret#i" Tr#deH%useh%"d C#reIT@InternetIndustr #nd Business

edi# #nd Entert#in)entS%!i#" #nd Rur#" 7 2%*ern)entT%b#!!%Engineering Se!t%r Edu!#ti%n Se!t%r $r%!essed 8%%d

S'%rts 2%%ds 7 A!!ess%riesHe#"th C#re8in#n!e@B#n/ing@ Insur#n!eEnerg #nd En*ir%n)entTe"e!%)$r%!essed Be*er#gesC%s)eti!s 7 $ers%n#" C#reHe#* Industries@Che)i!#"s@Industri#"@ iner#"sKids $r%du!ts

ut(e#r@C"%thing@8%%t(e#r@A!!ess%ries

++i!e $r%du!ts 7 Ser*i!es 1n%n IT@n%n te"e!%)3$#'er $r%du!ts@ #!hinerSer*i!esT%uris), Tr#*e" 7 LeisureUti"ities@In+r#stru!ture

&MRB &nternationalCs 1ivisions

I RB Intern#ti%n#" h#s been %++ering +%r %*er =? e#rs, b%th gener#" #s (e"" #s s'e!i#"ist

rese#r!h ser*i!es t% !"ients in Indi# #nd %*erse#s. I RB Intern#ti%n#" %'er#tes %ut %+ its +i*e +u""ser*i!e %++i!es in u)b#i, De"hi, K%"/#t#, Chenn#i #nd B#ng#"%re #nd is su''%rted b ;? %therregi%n#" !enters +%r !%""e!ti%n %+ sur*e in+%r)#ti%n

In the d# s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0• Ad*#n!ed #n#" ti!s• Ad*#n!ed st#tisti!#" ser*i!es• %de"ing #nd trend #n#" ses


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• D#t#b#se !re#ti%n #nd )#n#ge)ent• D#t# )ining• S!ri'ting• D#t# inter'ret#ti%n #nd re'%rting


&MRB &nternational has eight specialist units4

" #robe :ualitative Research A#:R 4

$r%be u#"it#ti*e Rese#r!h 1$ R3 (#s est#b"ished in ; J , in the be"ie+ th#t u#"it#ti*erese#r!h de)#nds e4'ertise #nd tr#ining in'uts %+ #n e4!e'ti%n#" /ind. 8r%) its in!e'ti%n $ R

h#s been #ss%!i#ted (ith "e#ding intern#ti%n#" u#"it#ti*e rese#r!h %rg#ni5#ti%ns. It is the "#rgest#nd +#stest gr%(ing u#"it#ti*e rese#r!h %rg#ni5#ti%n in the !%untr .

$ R 'r%*ides rese#r!h (hi!h is #n#" ti!#" #nd #!ti%n#b"e, see/ing t% res%"*e '#rti!u"#r!"ient 'r%b"e)s #nd uesti%ns #nd 'r%*iding +uture dire!ti%n. It #"s% 'r%*ides high u#"it insight#nd )u"ti-dis!i'"in#r e4'"%r#ti%n %+ !%nsu)er )%ti*#ti%n #nd beh#*i%r thr%ugh # str%ng b#se %+)u"ti"ingu#" rese#r!h e4e!uti*es #nd )%der#t%rs.

! Media , #anel +roup4In!%r'%r#ted in ; , edi# 7 $#ne" 2r%u' h#nd"es s ndi!#ted ser*i!es "i/e H%useh%"d

$#ne", TR$ S ste), NRS #nd !ust%)i5ed )edi# rese#r!h 'r%&e!ts. The gr%u' re*enues !%)e+r%) +%ur di++erent businesses *i5. S ndi!#ted !%nsu)er '#ne"s, edi# Rese#r!h, Ret#i"Rese#r!h 7 S%+t(#re.

The !%nsu)er '#ne"s #*#i"#b"e (ith $2 #re #s under0

H%useh%"d $ur!h#se $#ne" #r/et $u"se

Indi*idu#" $ur!h#se $#ne" i)'u"se

Chi"dren’s $#ne"

U's!#"e $#ne" #r/et $u"se E"ite.

$2 is h%)e t% the "#rgest dedi!#ted )edi# rese#r!h unit in the !%untr 7 '#rt %+ K#nt#r edi#Rese#r!h 1K R3, %++ering !ust%)i5ed 7 s ndi!#ted studies #!r%ss $rint, Te"e*isi%n, R#di%, #nd

ut %+ H%)e !#teg%ries. It h#s t% its !redit T#rget 2r%u' Inde4 1T2I3, # g"%b#" sur*e +r%)K R in*%"*ing !%untries #nd is Indi#’s %n" sing"e s%ur!e sur*e .


23/38

indTe!h S ste)s is the unit (ithin $2 (hi!h su''%rts the in-h%use s%+t(#re needs,"i!enses its 'r%'riet#r s%+t(#re #nd !"ient s'%ns%red de*e"%')ent#" 'r%&e!ts.

The Ret#i" di*isi%n #i)s t% be #n integr#ted ret#i" rese#r!h b#sed !%nsu"t#n! b "e*er#ging theI RB’s e4'ertise in underst#nding !%nsu)ers #nd !%nsu)er beh#*i%r.

In the d# s #he#d, $2 #s'ires t% de*e"%' ret#i" e4'ertise +%r I RB. A"s%, the unit (ishes t%"#un!h s'e!i#"ist '#ne"s (hi!h #i) t% +i"" in the g#'s in )#r/eters’ underst#nding %+ their t#rget!%nsu)ers #nd ne( s ndi!#ted ser*i!es "i/e 2e% De)%gr#'hi! $r%+i"ing, F#""et %nit%r 7$#ntr Che!/. It #"s% #i)s t% de*e"%' rese#r!h #''r%#!hes +%r )e#suring e)erging )edi# "i/eF%rd %+ %uth, %bi"e )edi#.

$2 !urrent" %'er#tes %ut %+ u)b#i, De"hi, B#ng#"%re 7 Chenn#i.

8 -'MM4 #artners in Managing 'ta%e holding Relationships4

Cust%)er S#tis+#!ti%n #n#ge)ent 7 e#sure)ent 1CS 3 is #n inde'endent,s'e!i#"ist unit %+ I RB Intern#ti%n#" #nd the e4!"usi*e )e)ber %+ the F#"/er In+%r)#ti%n2"%b#" Net(%r/ 1FI2N3 in the Indi#n sub!%ntinent.

As # s'e!i#"ist unit %+ I RB Intern#ti%n#", CS 'r%*ides the (idest +ie"d !%*er#ge(ith +i*e +u"" ser*i!e %++i!es #nd ;= +ie"d %++i!es in De"hi, C#"!utt#, u)b#i, Chenn#i,B#ng#"%re, H der#b#d, C%!hin, $une, $#tn#, Ah)#d#b#d, 2u(#h#ti, Bhub#nes(#r #ndLu!/n%(. CS ser*i!es !"ients in Indi# #nd neighb%ring !%untries 1Sri L#n/#, B#ng"#desh,$#/ist#n #nd Ne'#"3 #nd this di*erse net(%r/ h#s )#de CS the "e#ding 'r%*ider %+st#/eh%"der 'r%du!ts #nd ser*i!es in S%uth Asi#.

As the e4!"usi*e )e)ber %+ the F#"/er In+%r)#ti%n 2"%b#" Net(%r/ 1FI2N3 in S%uthAsi#, CS uses the 'r%'riet#r t%%"s de*e"%'ed b F#"/er In+%r)#ti%n, the re!%gni5ed 'i%neers in St#/eh%"der e#sure)ent #nd #n#ge)ent (ith %*er = e#rs e4'erien!e. Thenet(%r/ %++ers the (%r"d s )%st th%r%ugh" tested #nd 'r%*en s ste) #nd #"s% 'r%*ides#''r%'ri#te ben!h)#r/s thr%ugh the FI2N N%r)#ti*e D#t#b#se T .CS 'r%*ides # r#nge %+ !%nsu"ting 'r%du!ts #nd ser*i!es t% )#n#ge e4tern#" !ust%)ers#tis+#!ti%n #nd e)'"% ee !%))it)ent t% integr#te st#/eh%"der )e#sure)ent #nd )#n#ge)ente++%rts int% the !%)'#n s de!isi%n-)#/ing 'r%!ess #t #"" "e*e"s. F%r/ing (ith %*er M !"ients+r%) di*erse se!t%rs, in!"uding +in#n!i#" ser*i!es, h%te"s, #nd te"e!%))uni!#ti%ns, ret#i"ing, #nd!%nsu)er 'r%du!ts, #ut%)%ti*e #nd engineering@industri#" g%%ds CS 'r%*ides str#tegi!

in+%r)#ti%n ser*i!es t% enh#n!e !ust%)er "% #"t #)%ngst b%th end !ust%)ers #nd tr#de !h#nne"!ust%)ers #s (e"" #s t% bui"d e)'"% ee !%))it)ent.CS %++ers # te#) %+ high" tr#ined #nd e4'erien!ed !%nsu"t#nts (ith )u"ti-dis!i'"in#r

b#!/gr%unds. T% #ssist %u in %ur St#/eh%"der #n#ge)ent 'r#!ti!es, %ur !%nsu"t#nts h#*ee4'erien!e in !%ndu!ting )u"ti-!%untr #nd regi%n#" 'r%gr#))es +%r "e#ding Indi#n #nd)u"tin#ti%n#" !%)'#nies, #!r%ss *#ri%us se!t%rs #nd #re e ui''ed t% gi*e %u 'r%+essi%n#" #nd#!!ur#te #ssist#n!e +%r %ur str#tegi! de!isi%ns, in!"uding de'"% )ent #nd integr#ti%n #ssist#n!e


24/38

= B&R14 Research -onsultancy for B!B and Technology Mar%ets4

BIRD0 Rese#r!h-b#sed C%nsu"t#n! +%r B B #nd Te!hn%"%g )#r/ets is # Rese#r!h

b#sed !%nsu"t#n! #r) B B #nd te!hn%"%g )#r/ets. 'er#ting %ut %+ +%ur "%!#ti%ns in Indi#,*i5., u)b#i, Ne( De"hi, B#ng#"%re #nd Chenn#i, BIRD h#s been #d*ising !"ients +r%) Indi##nd #!r%ss the g"%be sin!e the "#st =? e#rs.

BIRD h#s )#de signi+i!#nt !%ntributi%ns b #dding *#"ue t% )#r/eting de!isi%n )#/ing#t b%th !%r'%r#te #nd business unit "e*e"s thr%ugh #!ti%n#b"e insights #nd gr%und-bre#/ingrese#r!h. It %++ers ser*i!es #s0

• Macro/meso level 1'%'u"#r" des!ribed #s “the big 'i!ture93 su!h #s underst#nding the!%)'etiti*e )#r/et '"#!e, industr trends, regu"#t%r en*ir%n)ent, %r entering ne()#r/ets.

• Micro level su!h #s br#nd@'r%du!t '%siti%ning, !ust%)er seg)ent#ti%n, !h#nne" 'er!e'ti%n, )#r/et si5ing, 'ri!ing #nd distributi%n str#teg , ne( 'r%du!t de*e"%')ent et!

The #bi"it t% "%%/ #t business +r%) # br%#der 'ers'e!ti*e, #t the s#)e ti)eh%ning %n t% the n#rr%(er 'er+%r)#n!e i)'r%*e)ent st#nd'%ints is BIRD strength #ndste)s +r%) the +%""%(ing0

@ (5Technology +roupD &MRB4

S'e!i#"i5es in s%!i#" rese#r!h #nd in !%ndu!ting rese#r!h %n e)erging rur#" )#r/ets. Ith#s st#++ (ith s'e!i#" e4'ertise in !%ndu!ting Kn%("edge, Attitudes 7 $r#!ti!e 1KA$3, Studies

%n he#"th #nd s#nit#ti%n, (#ter, en*ir%n)ent #nd %ther +ie"ds, in Indi# #s (e"" #s intern#ti%n#"" .

E 'ocial and Rural Research &nstitute A'R& 4

S'e!i#"i5es in s%!i#" rese#r!h #nd in !%ndu!ting rese#r!h %n e)erging rur#" )#r/ets. Ith#s st#++ (ith s'e!i#" e4'ertise in !%ndu!ting Kn%("edge, Attitudes 7 $r#!ti!e 1KA$3, Studies%n he#"th #nd s#nit#ti%n, (#ter, en*ir%n)ent #nd %ther +ie"ds, in Indi# #s (e"" #s intern#ti%n#"" .

F &MRB MindTech 'ystems4 'oft;are development house4


25/38

A !"ient ser*i!ing %riented s'e!i#"i5ed s%+t(#re unit %+ edi# 7 $#ne", u)b#i+#!i"it#ting s%"uti%ns t% !riti!#" business uesti%ns. indTe!h S ste)s h#s been 'r%*iding

business s%"uti%ns sin!e #nd h#s thus #! uired #n e4tensi*e e4'ertise in #r/et Rese#r!h#''"i!#ti%ns. H#*ing b#sed %urse"*es %n the +e#tures de)#nded b "#rge n%. %+ !%)'#nies, (eh#*e !re#ted inn%*#ti*e, user-+riend" #''"i!#ti%ns.

ur s%"uti%ns he"' !"ients t% !%n*ert )#r/eting rese#r!h /n%("edge int% #!ti%ns.

G *bacus Mar%et *nalytics4 1ata #rocessing ouse of the 2orld4

Est#b"ished in ;, Ab#!us #r/et An#" ti!s unit %++ers # (ide r#nge %+ ser*i!es t% #""the rese#r!h units in I RB. These in!"ude d#t# 'r%!essing, !h#rting, st#tisti!#" #n#" sis, d#t#b#se)#n#ge)ent 7 u'd#ti%n, s%+t(#re de*e"%')ent 7 testing.

Ab#!us D#t# $r%!essing 1D$3, # '#rt %+ Ab#!us #r/et #n#" ti!s, %++ers si)i"#r ser*i!e t%intern#ti%n#" !"ients. D$’s C"ients in!"ude i"" (%rd Br%(n #!r%ss Asi# $#!i+i!, A+ri!# #ndAustr#"#si#, K#nt#r 'er#ti%ns in UK, B RB Intern#ti%n#" in UK, A RB in the idd"e E#st#nd N A+ri!#, RI in Asi# $#!i+i! 7 the Br#nd Sur*e C%)'#n in S A+ri!#.

I RB Intern#ti%n#" h#s eight s'e!i#"ist units #)%ng (hi!h (e (%r/ed +%r t(% unit’s i.e. CS

1Cust%)er s#tis+#!ti%n )#n#ge)ent #nd )e#sure)ent3 #nd BIRD 1rese#r!h C%nsu"t#n! +%r

B B #nd te!hn%"%g )#r/et. The 'r%&e!ts 'endu"u) #nd net b%%/ #nd net

T%'s (ere 'r%&e!ts under BIRD rest %thers (ere under CS .

In the d# s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0• Ad*#n!ed #n#" ti!s• Ad*#n!ed st#tisti!#" ser*i!es• %de"ing #nd trend #n#" ses• D#t#b#se !re#ti%n #nd )#n#ge)ent• D#t# )ining• S!ri'ting• D#t# inter'ret#ti%n #nd re'%rting


1ata analysis

T#b"e sh%(ing 're+eren!e %+ )%bi"e 'h%ne

Brand No of respondent PercentageNokia 112 56%


26/38

Sony Ericson 4 24%!otoro"a 16 # %Sa$s ng 12 #6%&odafone 6 #3%!icro$a' 2 #1%

Spice 4 #2% (ota" 2## 1##%

T#b"e sh%(ing 'ur!h#se 'eri%d

Period No of respondent Percentage

# 3 $ont*s 1# 53 6 $ont*s 26 13+ $ont*s , 1 year 32 161 2 year 4 24!ore t*an 2 years 4 42

(ota" 2## 1##


27/38

T#b"e sh%(ing !h%i!e %+ 'ur!h#se %+ )%bi"e 'h%ne

State$ent No of respondent PercentageSty"e 42 21%-nfotain$ent 2# 1#%! "ti$edia 26 13%B siness 14 #+%

onnected / 4/%tota" 2## 1##%

T#b"e sh%(ing )%bi"e %'ti%n (hi!h !%nsu)er uses

0ption No of respondent Percentagea""s 2 41%

S!S 24 12%Bro se t*e -nternet 16 # %

(ake P*otos 2# 1#%

*eck e$ai"s 1# #5%ecord ideo 1 #/%! sic 22 11%!obi"e (& # #4%

(ota" 2## 1##%


28/38

T#b"e sh%(ing re#s%ns +%r !h%%sing %+ )%bi"e br#nd

eason No of respondent Percentageon enience andsets /4 4+%ost ontro" 4 24%

&a" e dded Ser ice 16 # %isco nts 42 21%

(ota" 2## 1##%

T#b"e sh%(ing in+"uen!ing +#!t%rs %+ 'ur!h#sing

-nf" encing factor No of respondent PercentagePrice70ffers 54 2+%Brand na$e 6 43%

ai"abi"ity in store 2 14%


29/38

ifferent si8e 1 #/%!obi"e battery 14 #+%

(ota" 2## 1##%

T#b"e sh%(ing i)'#!t %+ sh%''er’s 'ur!h#se de!isi%n +%r )%bi"e 'h%ne

0ption No of respondent Percentage-n store (& 34 1+%Broac*ers 1 #/%

ang"ers 3 1/%9"oor standee # #4%Poster 1#2 51%

(ota" 2## 1##%


30/38

T#b"e sh%(ing !%nsider %(ing # )%bi"e h#ndset #s #

0ption No of respondent PercentageNecessity 122 61Stat s 56 2: ' ry 22 11

(ota" 2## 1##

0ption No of respondent Percentage

E$p"oyed f "" ti$e 42 21

E$p"oyed part ti$e 1 /

Se"f e$p"oyed 44 22

9 "" ti$e *o$e $aker 5 2/

9 "" ti$e st dents 3 1/

(ota" 2## 1##


31/38

T#b"e sh%(ing the highest "e*e" %+ edu!#ti%n

0ption No of respondent Percentage

E"e$entary sc*oo"grad ate

22 11

!idd"e sc*oo"grad ate

2 14

ig* sc*oo" grad ate 36 1

;ni ersity degree 62 31

P< = a"ification 52 26

(ota" 2## 1##

T#b"e sh%(ing res'%ndent’s )%nth" in!%)e

0ption espondent %


32/38

1#>### 11>/// 42 2112>### 1/>/// 5 2/2#>### 24>/// 34 1+25>### 2/>/// 3# 15

3#>### 34>/// 22 1135>###?abo e 14 +

(ota" 2## 1##

ttrib tes No. 0f cons $er %esign 26 13

Brand +# 35

rabi"ity 32 16So nd = a"ity 2# 1#

Battery "ife 24 12isp"ay 16a$era ?$ sic 4

! "ti$edia 4 2 (ota" 2## 1##


33/38

T#b"e sh%(ing 're+eren!e %+ 'ur!h#sing %+ )%bi"e h#ndsets

ttrib tes No of respondent Percentageesign 26 13

Brand +# 35rabi"ity 32 16

So nd @ a"ity 2# 1#Battery "ife 24 12

isp"ay 16 #a$era ? ! sic # #4

! "ti$edia #4 #2 (ota" 2## 1##

T#b"e sh%(ing used br#nds %n !%nsu)er

Brand rrent"y0 ned

Percentage 0 ned in t*epast

Percantage

Nokia / 4/ 6 43Sony Ericson 46 23 42 21!otoro"a 1 #/ 32 16Sa$s ng 2# 1# 1 #/

&odafone #6 #3 #6 #3Spice #4 #2 #4 #2:< # #4 12 #6

(ota" 2## 1## 2## 1##


34/38

T#b"e sh%(ing !%nsidering #ttributes "i/e *#ri%us +#!i"ities

Brand No of respondent PercentageNokia 1#4 52Sony Ericson 44 22!otoro"a 16 #Sa$s ng 12 #6&odafone 1# #5Spice #4 #2:< 1# #5

(ota" 2## 1##


35/38

:uestionnaire

Res'%ndent Det#i"s

N#)e 0

Age 0

2ender 0

Address 0

%bi"e 0

; (hi!h )%bi"e d% %u 're+er<

A3 N%/i#B3 S%n Eri!s%nC3 %t%r%"#D3 S#)sungE3 V%d#+%ne83 i!r%)#423 S'i!e

H%( "%ng #g% did %u 'ur!h#se it<

A3 Less th#n three )%nth #g%B3 =- )%nth #g%C3 J-; )%nth #g%D3 Fithin '#st e#rsE3 %re th#n e#rs #g%

= Fhi!h %+ the +%""%(ing st#te)ent is best !h%i!e %u (hen 'ur!h#sing # )%bi"e 'h%ne<

A3 St "eB3 In+%t#in)entC3 u"ti)edi#D3 BusinessE3 C%nne!ted

> Fhi!h %ne %+ the +%""%(ing %'ti%n %u !h%%se (hen 'ur!h#sing # )%bi"e 'h%ne


36/38

A3 C#""sB3 S SC3 Br%(se the internetD3 T#/e $h%t%sE3 Che!/ e)#i"s83 Re!%rd *ide%23 usi!H3 %bi"e TV

? 8%r (h#t re#s%n %u !h%%se the )%bi"e br#nd<

A3 C%n*enien!e H#ndsetB3 C%st !%ntr%"C3 V#"ue #dded Ser*i!eD3 Dis!%unts

Fhi!h +#!t%rs in+"uen!ed %u in 'ur!h#sing the )%bi"e br#nd %u #re !urrent" using<

A3 $ri!e@ ++ersB3 Br#nd n#)eC3 A*#i"#bi"it in st%reD3 Di++erent si5eE3 %bi"e b#tter

J Se"e!t +%""%(ing %'ti%n is in st%re )#r/eting )#teri#"s th#t )# i)'#!t sh%''er’s 'ur!h#se de!isi%n +%r )%bi"e 'h%ne<

A3 In st%re TVB3 Br%#!hersC3 D#ng"er D3 8"%%r st#ndeeE3 $%ster 83 Le#+"et

M Y%u !%nsider %(ing # )%bi"e h#ndset #s #A3 Ne!essitB3 St#tusC3 Lu4ur

Fhi!h %ne %+ the +%""%(ing best des!ribes %ur !urrent e)'"% )ent st#tus


37/38

A3 E)'"% ed +u"" ti)eB3 E)'"% ed '#rt ti)eC3 Se"+ e)'"% edD3 8u"" ti)e h%)e )#/erE3 8u"" ti)e student

; (hi!h is the +%""%(ing best des!ribe the highest "e*e" %+ edu!#ti%n %u h#*e !%)'"eted<

A3 E"e)ent#r s!h%%" gr#du#teB3 idd"e s!h%%" gr#du#teC3 High s!h%%" gr#du#teD3 Uni*ersit degreeE3 $%st gr#du#te

;; Fh#t is %ur )%nth" in!%)e<A3 ; , -;;,B3 ; , -; ,C3 , - >,D3 ?, - ,E3 = , -=>,83 =?, #nd #b%*e

; Fh#t %ther br#nds %+ )%bi"e 'h%ne reg#rd"ess %+ t 'e h#*e %(ned in the '#st<

Current" (n (ned in the '#st

) N%/i# OOOOOOOOOO OOOOOOOOOOOOOOO B) S%n Eri!s%n OOOOOOOOOO OOOOOOOOOOOOOOO

) %t%r%"# OOOOOOOOOO OOOOOOOOOOOOOOO ) S#)sung OOOOOOOOOO OOOOOOOOOOOOOOO

E) V%d#+%ne OOOOOOOOOO OOOOOOOOOOOOOOO 9) S'i!e OOOOOOOOOO OOOOOOOOOOOOOOO


38/38

B3 Br#nd ------C3 Dur#bi"it ------D3 S%und u#"it -------E3 B#tter "i+e -----83 Dis'"# -----23 C#)er# 7 )usi! -----H3 u"ti edi# -----

;> Fhi!h )%bi"e d% %u 're+er !%nsidering #ttributes "i/e design,br#nd,dur#bi"it ,s%undu#"it , b#tter "i+e, dis'"# , !#)er# 7 )usi!, )u"ti)edi# <

#3N KIA

B3s%n eri!ss%n

C3 %t%r%"#

D3S#)sung

E3V%d#+%ne

83s'i!e

23L2

;? As # !%nsu)er (h#t #re %ur e4'e!t#ti%ns +r%) !#)er# 'h%ne reg#rding di++erent br#nds<

N%/i# S%n L2 %t%r%"# S#)sung

Eri!s%n

A3 Ce"ebrities i!%nB3 B )#i"C3 Br#nd st%reD3 #g#5ine #dsE3 TV #ds83 $%sters

23 8r%) re"#ti*esH3 Ne(s'#'er #ds

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