Study of Consumer Behavior in Selecting Mobile Phones

BySaranya RoyNahid Anjum

Prateek ChaudhuriArunabha Bagchi

Subhodeep Kumar Dey

Conducting the Survey: An Overview “Need Set” Identification “Evoked Set” Identification Information Search Evaluation of Alternatives “Choice Criteria” Identification Decision Making Process - Automatic/ Limited/ Extensive? Post Purchase Behavior

Agenda

Sample Size : 70 Method of the survey : Face to face interview Age bracket of respondents : 10 to 59 yrs Gender distribution of respondents: 40 male, 30 female

Conducting the Survey: An Overview

Conducting the Survey: An Overview

Our Question was: “What needs are satisfied by your mobile phone?”

Our finding is: ~ Basic Telephony (Telephone and SMS services) is the most responded need among the users.

~ A good quality camera is becoming a necessity now a days.

~ None mentioned about 3G. It clearly shows that 3G has not been able to come into consumers’ need set yet!

“Need Set” Identification

Needs

Our Question was: “Which brands come into your mind when you think of mobile phones?”

Our finding is: ~ Clearly, Nokia comes into consumer’s mind most often. ~ Indian Brands (like Micromax, Spice, Simoco etc.) are coming into picture gradually. ~ Even BlackBerry is putting up head-to-head competition with Samsung and Sony Ericsson.

“Evoked Set” Identification

Information SearchN

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Sources

Our Question was: “Where do you search for information about mobile phones prior to purchase?”

Our finding is: ~ According to our survey, consumers are mostly influenced by their friends and family. ~ Apart from ‘googling’ some websites and blogs (like www.GSMArena.com etc.) are also prime sources of information.

Our Question was: “What are the differentiating factors for evaluating the alternatives?”

Our finding is: ~ ‘Price’ is the most valuable differentiator . ~ As multimedia sets are very popular today, consumers give utmost importance to good sound quality.

~ Importance of a good camera is equally unparalleled.

Evaluation of Alternatives

Choice Criteria Identification

Our Question was: “What are the features you think you have to have in your mobile ?”

Our finding is: ~ ‘Mega-Pixel Race’ has a deep impact on consumers’ mind.

~ A good media playback capability is also prefered by most of the customers.

Decision Making Process - Automatic/ Limited/

Extensive?

Our Question was: “How much time do you take for searching information before coming into a decision?”

Our finding is: ~ Half of the respondents exhibit programmed buying behavior. ~ 21 respondents exhibit limited buying behavior.

~ 14 respondents exhibit extensive buying behavior.

Post Purchase Behavior

Our Question was: “Are you satisfied with your mobile phone?”

Our finding is: ~ Approximately half of the respondents are satisfied and the other half are unsatisfied. ~ So we cannot conclude about the post purchase behaviorLink of Excel Sheet

Thank You . . . .