A study of the consumer behaviour and responses towards various promotion strategies opted by the “mobile handset” market players.”

1. A PRESENTATION ON
“A study of the consumer behaviour and responses towards various
promotion strategies opted by the “mobile handset” market players.”
SUBMITTED BY:
Ambarish Mishra
Mobashshir Khan
Amit Kumar Arora
Dolphy Raj
Puja Kumari
Zeba Izhar
Jagjyot Kaur
Snigdha Singh
Alankrita Mayura Minz
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2. SECONDARY OBJECTIVES:
 To determine the preference and responses of the customer/buyer towards
their brand selection in the category.
 Determining the “MARKET LEADER” among the key market players.
 To understand the key marketing stimuli, promotion strategy and
communication channel used by the various mobile companies.
 Understanding the “MARKET LEADER’S” strategy towards the market.
 To get the feedback of the customer’s response as the strategies opted by the
market players.
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3. INTRODUCTION:
 Motorola was the first company to produce a handheld mobile phone.
 Fifteen years ago, having a mobile phone was considered as a product of luxury.
 Today, this device has become an integral part of our life.
 840 million plus users in India.
 An interesting fact is – competition plays a very important role in determining the market
condition today and tomorrow.
 Today mobile phones have graduated to become an entertaining device for mobile users.
It is now not just to communicate.
 Indian mobile industry is the fastest growing in the world.
 Today in India, there are many companies in the mobile handset market such as
Nokia, Samsung, etc.
 Some of the achievements are:
• the world’s lowest call rates (1paisa/sec)
•fastest growth in the number of subscribers (15-20 million per month).
•The world’s cheapest mobile handset (Rs. 777)
• the world’s most affordable 3G phone (Rs.3500)
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5. QUESTIONNAIRE AND THEIR
INFERENCES:
DEMOGRAPHY
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6. Percentage of age group considered for the
survey
18-24: 74%
25-30: 10%
31-35: 06%
26-40: 10%
18-24
74%
25-30
10%
31-35
6%
36-40
10%
Age group of the 50 sample studied
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7. The percentage of the male is to female was kept 47% and 53%
respectively, to study the behaviour of both groups equally.
.
male
47%
female
53%
Gender status of the 50 sample studied
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8. .
On the basis of marital status, 84% of the sample population was unmarried & 16%
was taken married.
married
16%
unmarried
84%
Marital status of the 50 samples studied
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9. .
We have classified the sample population on the basis of their
working status, and found that, 81% were students, 12% were
teachers/professors & 07% were professionals.
professionals
7%
teachers/professors
12%
students
81%
others
0%
Occupation of 50 samples studied
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10. INFERENCES OF THE QUESTIONS OF THE SURVEY UNDERTAKEN:
INFERENCE: As per the survey report, 47%(almost 50%) of the sample population were
using the SAMSUNG HANDSETS & 35% were using NOKIA HANDSETS and as per the
report of Top10companiesinindia.com which is a top online market research and consulting
website in India also, SAMSUNG is the leader in the list followed by NOKIA on 2nd position.
(SOURCE: http://top10companiesinindia.com/2013/09/30/top-10-mobile-companies-in-india/)
SAMSUNG
47%
NOKIA
35%
HTC
6%
OTHER
12%
Q.1:Which mobile phones are the customers using?
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11. .
INFERENCE: It was found in the survey that the promotions, advertisements etc. doesn’t
affects the customer’s buying decision to that extent as in most of the cases they rely on the self
decision after examining the features, prices, and other criterias as per their affordability.
advertisements
12%
Dealer/shopkeeper
10%
Friend
6%
Self decision
72%
Q2.What/ who motivated the customers to buy the brand
they are using?
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12. .
INFERENCE: We inferred through our survey that 60% of the sample population were
completely satisfied with their buying decision, and only 6% were not. And since most of them
self decided the brand, it reflects that people are aware of the various brands and their
performances.
yes
60%
to a great extent
14%
to some extent
20%
no
6%
Q.3 Are the customers satisfied with their brand selection
decision?
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13. .
INFERENCE: The survey shows that maximum of the people i.e.56%, on which survey was
done, buy cell phones after more than 2-years & 24% in 18-24 months and ONLY 8% OF THEM
BUY MOBILE HANDSET IN 6-12 MONTHS. So we can say that the mobile handset companies
should keep on introducing new technologies & designs to position into the market and motivate
potential buyers to buy the same.
6-12
months
8%
12-18 months
12%
18-24 monts
24%
more than 24 months
56%
Q4.How frequently customers buy cell phones?
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14. .
INFERENCE: However the pie-chart shows that majority says “NO” to the question, BUT “16%”
were completely assertive regarding the impact of advertisements and rest were agreed to it to great
or some extent. Which shows that advertisements spread atleast the awareness of the particular
brand, their offers and features to the customers,
completely
16%
to a great extent
24%
to some extent
21%
no
39%
Q5.Do advertisement affect buying decision?
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15. .
INFERENCE: It could be read from the pie-chart that the customers often visits and
finds the advertisements through all of the mentioned sources of advertisements. So the
companies must stretch their “promotions” to all of them to reach to their target market
of introducing their product and spreading awareness of the same.
television
38%
internet
27%
newspaper
13%
banners & canopies
22%
Q6. Where do customers often find promotions of
cellphones?
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16. .
INFERENCE: Looking at the pie-chart prepared as per the survey done, we infer that the peak
buying time of the customers cannot be determined as 59% says that it’s not specific. But rest of
them(excluding 3%) are motivated or prefer to buy mobile handsets during the festive offers and
occasions. The companies must target this population of 38% during the festivals and other
occasions by introducing the gifts, offers, etc. to attract and delight the customers.
during festive offers
27%
to gift on an occasion
11%not specified
59%
when I need
3%
Q7. When do customers prefer to buy cell phones?
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17. .
INFERENCE: We can see through the pie-chart that “54%” of the sample population
either buy mobile handsets during the offers or when they get a best deal. Therefore to
lead the market, the market players must keep this point noted and opt Micromarketing
(specifically local marketing) tailor the promotions to the need and wants of targeted
customer group.
I buy wheneven I
get a best deal
24%
I prefer to buy in
offers
22%
I wait for offers
8%
it doesn’t affect me.
46%
Q8.To what extent do markets offer affect customers buying
frequency?
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18. .
INFERENCE: The above pie-chart is reflecting that the customers often share their
buying experiences who could be the part of the reference groups. The marketers must
communicate the same product and is consisting features in order to maintain the
BRAND LOYALTY and it will itself create a marketing channel for the company.
frequently
54%when asked
28%
rarerly
16%
no
2%
Q9. Do customers share their buying experience with their peer
& family?
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19. .
INFERENCE: The brand must provide the best after-sale-services in order to
completely satisfy the customer and this delights the customer as well and in return
customer’s brand royalty is earned by the company.
completely
20%
to a great extent
26%
to some extent
40%
no
14%
Q10. Are customers satsfied with the after sale service of their
phone?
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20. .
Graph as per the report ,representing the behaviour of the sample population of
different age groups
0
10
20
30
40
50
60
70
buying frequency effect of advertisement effect of offers satisfaction level
percentage
characteristics
A comparison of different age groups on various
characteristics
18-24
25-30
30-35
35-40
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21. SWOT ANALYSIS OF SAMSUNG (MARKET LEADER):
STRENGTH:
* Samsung is a strong corporate brand .
* It heavily investing in technology, product design and human resources.
* Catching the pulse of the customer ,offering good designs and emotions
WEAKNESS:
* Although Samsung focuses on innovation but it waits for the attack of the competitor.
* It lacks in product differentiation.
OPPORTUNITY:
* Distinguish its services from competitor.
* Tie up with some service provider.
* It can offer new variation.
THREATS:
* Telecommunication industry is growing day by day so the number of competitors is
also increasing.
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22. CONCLUSION.:
 The mobile handset companies must innovate their product timely and produce variants
in different ranges
 So we can conclude that the mobile handset companies should keep on introducing
new technologies & designs to position into the market and motivate potential buyers to
buy the same.
 So the companies must stretch their “promotions” to all of them to reach to their target
market of introducing their product and spreading awareness of the same.
 To lead the market, the market players must opt Micromarketing (specifically local
marketing) and tailor the offers to the need and wants of targeted customer group.
The marketers must communicate the same product(not the false information) and it’s
consisting features in order to maintain the BRAND LOYALTY and it will itself create a
marketing channel for the company and must provide the best after-sale-services.
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23. BIBLIOGRAPHY:
 Data from Wikipedia regarding the mobile phone’s brands in INDIA.
 http://www.managementparadise.com/forums/marketing-management-rm-
im/53639-swot-analysis-samsung-mobile.html (for SAMSUNG SWOT ANALYSIS).
 Newspapers and their advertisements.
 Economic times.
 GOOGLE and other search engines.
 http://en.wikipedia.org/wiki/Mobile_phone_companies_of_India (regarding the
history of the mobile handsets).
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