Mobile Phone Survey

Mobile Phone Survey Garnering an initial, basic insight into consumer behaviour & perception

The Questionnaire – A SnapShot Demographic Information

The Questionnaire – SnapShot (contd...) Consumer Behavioural Information

The Questionnaire – SnapShot (contd...) Openness to new brands * 17 th Question deleted

The Response – An Overview

The questionnaire was sent to over 100 persons through the Internet

Received response from 50 persons over the net.

Physically administered the survey to 15 persons – to cover segment without internet reach

Total sample space = 65.

The Respondents– An Overview

The internet respondents included Students, Professionals, Housewives etc.

The physical respondents included factory workers, rickshaw drivers, drivers etc.

Around 65% of the respondents were from in and around Gurgaon. (including all the non internet respondents)

The remaining 35% were Urban population from around the country. (mainly metros)

The Response – in detail Nokia Sony Ericsson Motorola LG PDA No mobile Others Samsung

‘ Others’ include brands - HTC, Haier and CDMA connections (Tata, Reliance)

Nokia leads with 33 persons (51%) followed by Sony Ericsson with 11 persons (17%) and Motorola with 9 persons (14%).

Total respondents were 65

The Response – in detail 41.5% 40% 13.85% 4.62%

Maximum - 27 respondents (41.5%) were in Rs 10000-20000 category

closely followed by 26 respondents (40%) in the below Rs 5000 category

The Response – analysis 41.5% 40% 13.85% 4.62%

Just 9 respondents in Rs 5K - 10K

27 respondents in Rs10k – 20K

Indicates that beyond a threshold, people go all out and spend more to get a better deal.

Of the 26 respondents in the Below Rs 5000 segment, 15 were from the non – internet lower segment.

Just 9 respondents in Rs 5K-10K

Indicates that outside of the lower segment, people are spending more on their mobile phones.

Total respondents were 65 Total respondents were 65

The Response – in detail (15.38%) (27.69%) (3.08%) (23.08%) (15.38%) (15.38%) Where did I buy my mobile from?

‘ Others ’ include – Online, Bulk purchase through company, Second hand etc.

The Response – in detail Why did I choose this brand over others? (55.38%) (40.00%) (20.00%) (32.31%) (10.77%) (3.08%) (12.31%) ‘ Others’ include – user friendly, came with connection, bought by company

The Response – in detail

‘ Others’ include brands – Panasonic, Siemens and CDMA connections (Tata, Reliance)

Nokia leads with 38 persons (59%) followed by Samsung with 4 persons (6%) and Motorola & Sony Ericsson with 2 persons (3%) each

The Response – analysis What Mobile do I Own?

38 respondents (59%) had Nokia while 33 respondents (51%) have N okia

Indicates weakening of traditional Nokia grip on Indian mobile phone market.

Only 2 respondents (3%) had each of Motorola and Sony Ericsson while 11 respondents (17%) have Sony Ericsson and 9 respondents (14%) have Motorola

Indicates growth in India of other globally well - selling brands.

Brands like Samsung and category of ‘Others’ indicates a steady position. Total respondents were 65

The Response – in detail How often do I (plan to) change my mobile

Clear preference for 2+ years to change the mobile - 36 respondents (55%)

followed closely by 1-2 years with 23 respondents (36%)

(combined span of 91%) Total respondents were 65

The Response – in detail Am I open to buying a different brand?

36 respondents (55%) are open to trying a new brand

This combined with the 7 respondents (11%) Not Sure would give a:

66% spectrum of opportunity.

The Response – analysis Of those who responded “would be open to new brands”, 67% changed their brand in the past. Strong Correlation between response and past behaviour

On analysing the data on current mobile brand and previous mobile brand of each individual:

Of those who responded “prefer sticking to same brand” ,82% did not change their brand in the past.

The Response – in detail Depends on the bundled offer (if it has something new that is unavailable otherwise) 23% Don’t care about this when buying a phone. 9% Would prefer bundled service 22% Would prefer to choose service myself 46% Would I prefer a connection bundled with my phone? Total respondents were 65

The Response – in detail Would I be open to buying a brand completely new to the market ? Yes and Not sure/Don’t know = 21%+34% = 55% (36 respondents) can be seen as an index of opportunity for new brands. Total respondents were 65

Why Would I shift to a brand that is completely new to the market? Total respondents were 65 The Response – in detail

The Respondents – in detail

The Respondents – in detail Ownership pattern of common personal items

Note these! (for future action)