The document discusses factors that influence consumer buying behavior in the mobile industry. It analyzes data from a survey of 108 mobile phone users. Key findings include: - Individual factors like brand, features, and price most attracted consumers to their last purchase. Friends' recommendations were the primary source of information. - Social and cultural influences varied - while friends influenced brand choices for most, family influence on purchases was limited. Social class and culture had little direct impact on most consumers' decisions. - While brands were considered important, many consumers were open to switching or buying different brands depending on features and options available. Preferences depended more on individual assessment than outside influences.

1. Consumer’s
Buying Behavior
on Mobile industry
Group No:-01
GROUP MEMBERS
1.Moh Moh Lwin
2.P Rajarajan
3.HRCS Bandara
4.C David
5.Dr MI.Siraj

2. WHAT IS CONSUMER BUYING BEHAVIOUR?
• Consumer buyer behavior refers to the buying
behavior of final consumers—individuals and
households who buy goods and services for
personal consumption.
• Consumer market refers to all of the personal
consumption of final consumers

3. Model of Consumer Behavior

4. The Consumer Decision Process
• Five stages in the buyer decision process
1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior

5. FACTORS INFLUENCED ON CONSUMER BUYING BEHAVIOR
Factors influenced on
consumer behavior
Social and cultural determinants
of Consumer behavior
Personal Determinants of
Consumer Behavior
Personal Determinants of
Consumer Behavior

6. PERSONAL DETERMINANTS OF CONSUMER BEHAVIOR

7. SOCIAL AND CULTURAL DETERMINANTS OF CONSUMER
BEHAVIOR

8. 1. Needs and Motives
Need: an imbalance between a
consumer’s actual and desired states
Motives: inner states that direct a
person toward the goal of satisfying
a felt need

9. 2. Communication
Communicator’s primary objective is to reach
Prospective customers and influence their awareness,
attitudes and buying behavior. They spend a lot of
money to keep individuals (markets) Interested in
their products.
To succeed, they need to understand what makes
potential customers behave the way they do. The
advertisers Goals is to get enough relevant market
data to Develop accurate profiles of buyers-to-find
the common group (and symbols) for
communications.

10. 3. Perceptions
The meaning that a person attributes to
incoming stimuli gathered through the five
senses – sight, hearing, touch, taste, and
smell.
Perceptual screens:Perceptual screens: the filtering processes
through which all inputs must pass

11. 4. Learning
– An immediate or expected change in behavior as a
result of experience.
– The learning process includes the component of:
• Drive – any strong stimulus that impels action [fear,
pride, hunger]
• Cue – an object in the environment that determines
the nature of the consumer’s response to a Drive [ad
for a restaurant]
• Response – a reaction to a set of Drives and Cues [go to
the restaurant]
• Reinforcement – a reduction in drive that results from
a proper response

12. 5. Attitude
– A person’s enduring favorable or unfavorable
evaluations, emotional feelings, or action tendencies
toward some object or idea
– Attitude components:
• Cognitive – individual’s information and knowledge about an
object or concept
• Affective components deal with feelings or emotional
reactions
• Behavioral – involves tendencies to act in a certain manner

13. 6. Personality
• Personality refers to the unique
psychological characteristics that lead to
consistent and lasting responses to the
consumer’s environment.

14. 7. Group
Groups whose value structures and standards influence
a person’s behavior
•Membership groups have a direct influence and to
which a person belongs.
•Aspirational groups are groups to which an individual
wishes to belong.
•Reference groups are groups that form a comparison or
reference in forming attitudes or behavior.
•Opinion leaders are people within a reference group
with special skills, knowledge, personality, or other
characteristics that can exert social influence on others

15. 8. Family
Autonomic role is when the partners
independently make equal numbers of decisions.
Husband-dominant role is when the husband
makes most of the decisions.
Wife-dominant role is when the wife makes most
of the decisions.
Syncratic role is when both partners jointly make
most decisions.

16. 9. Social Class
Groups whose rankings are determined by occupation,
income, education, family background, and residence
location
W. Lloyd Warner identified
six classes:
1. Upper-upper
2. Lower-upper
3. Upper-middle
4. Lower-middle
5. Working class
6. Lower class

17. 10. Culture
Culture: values, beliefs, preferences, and tastes handed down
from one generation to the next.
It is important to recognize the concept of ethnocentrism, or the
tendency to view your own culture as the norm, as it relates to
consumer behavior
Subcultures:Subcultures: subgroup of culture with its own, distinct modes of
behavior
Cultures are not homogeneous entities with universal values.
Subcultures can differ by:
Ethnicity or Nationality
Age or Gender
Religion

18. Subject of the Study
• The phone devices have had one of the fastest
household adoption rates of any technology in the
world’s modern history.
• Consumers’ of mobile phone found throughout the
world greatly influenced by those different factors
affecting mobile phones purchase decision.

19. OBJECTIVES OF STUDY…
• This studies indicated a range of items as a
determinant factor influencing consumer
buying behavior (Individual factors and
social cultural factors)

20. Conceptual frame work
Consumers as an Individual
1. Consumer Motivation
2. Personality
3. Perception
4. Learning
5. Attitude for change
6. Communication
Consumers as an Individual
1. Consumer Motivation
2. Personality
3. Perception
4. Learning
5. Attitude for change
6. Communication
Consumer in their Social and
Cultural settings
1.Group
2. Family,
3. Social class
4. Culture, Sub culture, cross culture
Consumer in their Social and
Cultural settings
1.Group
2. Family,
3. Social class
4. Culture, Sub culture, cross culture
Mobile phone buying
Decision
Mobile phone buying
Decision

21. RESEARCH METHODOLOGY
• Data Type – Data collection was by convenient
sampling method.
• Tools For Data Collection- Questionnaires were
given out
• Sample unit- General People who are using mobile
phone
• Sample Size- 108 questionnaires were filled Make
Effective Presentations

22. RESEARCH METHODOLOGY Cont…
• Data Processing- Data was entered into SPSS20
Statistical package and analyzed graphically
• Graphical Representation- Pie charts and bar
diagrams are used to explain the analysis

23. RESULTS AND DISCUSSION Cont……
Personal information
• Gender
Discussion…….
Frequency Percent
Valid
Female 58 53.7
Male 50 46.3
Total 108 100.0
1. Gender.
Male
Female

24. RESULTS AND DISCUSSION Cont……
Personal information Cont…
• Age
Discussion……
Frequency Percent
Valid
16-30 80 74.1
31-45 16 14.8
below
15
7 6.5
above
45
5 4.6
Total 108 100.0

25. RESULTS AND DISCUSSION Cont……
Personal information Cont…
• Income
Discussion……
Frequency Percent
Valid
Below
15000
62 57.4
15001-
30000
22 20.4
30001-
60000
18 16.7
Above
60000
6 5.6
Total 108 100.0

26. RESULTS AND DISCUSSION Cont……
Personal information Cont…
• Educational Qualifications
Discussion…….
Frequency Percent
Valid
Graduate 34 31.5
Diploma 23 21.3
Undergraduate 21
19.4
A/L
13
12.0
Up to O/L
10 9.3
Post graduate 7
6.5
Total 108 100.0

27. RESULTS AND DISCUSSION Cont……
Personal information Cont…
• Occupation
Discussion……
Frequency Percent
Valid
Student 64 59.3
Government 30 27.8
Private 7 6.5
Self
Employment
7 6.5
Total 108 100.0

28. RESULTS AND DISCUSSION Cont……
Personal information Cont…
• Current using Mobile
• Question! Which brand of phone did you
purchase last time?
Frequency Percent
Valid
Samsung 51 47.2
Nokia 33 30.6
Apple 7 6.5
LG 5 4.6
Sony 4 3.7
Micromax 3 2.8
China 2 1.9
Dialog 1 .9
E-Tel 1 .9
Tecmobile 1 .9
Total 108 100.0

29. RESULTS AND DISCUSSION Cont……
Individual Factors
• Communication
• Q! How do you know about this phone?
Frequency Percent
Valid
Friends Recommendation 53 49.1
Advertisements
28 25.9
Internet 22 20.4
Friends Recommendation,
Internet. 2 1.9
Internet, Advertisement
2 1.9
Friends Recommendation,
Internet, Advertisement
1 .9
Total 108 100.0

30. RESULTS AND DISCUSSION
Cont……Individual Factors con….
• Learning
• Q! What are the thing that usually do with yr ph?
Frequency Percent
Valid
Phone Call 40 37.0
Phone Call, Text Message,
Internet Browsing
20 18.5
Internet Browsing 15 13.9
Phone Call, Text Message 15 13.9
Text Message 7 6.5
All 5 4.6
Phone Call, Internet Browsing 2 1.9
Social Media 2 1.9
Internet Browsing, Social Media,
Radio 1 .9
Text Message, Internet Browsing 1 .9
Total 108 100.0

31. RESULTS AND DISCUSSION
Cont……
• Individual Factors con….
• Learning

32. RESULTS AND DISCUSSION Cont……
Individual Factors con….
• Attitude
• Q! What are the factors that attracted u to buy it?
Frequency Percent
Valid
Brand 51 47.2
Features 35 32.4
Price 12 11.1
Price, Brand 5 4.6
Brand, Features 3 2.8
Price, Brand,
Features
2 1.9
Total 108 100.0

33. RESULTS AND DISCUSSION Cont……
Individual Factors con….
• Motivation Q! Would u like to switch to another?
. Its too comfortable to manage my work
. Very simple and low price, I satisfy with it
. Current one is good enough for me
. If I get a better option
Discussion…….
Frequency Percent
Valid
No 40 37.0
May be 39 36.1
Yes 29 26.9
Total 108 100.0

34. RESULTS AND DISCUSSION Cont……
Individual Factors con….
• Perception
• Q! Would u like to buy the same brand in the future?
• If another brand came up with better features than mine
• Updated facilities to browse the internet
• If it is smaller in size and well updated
• Discussion…….
Frequency Percent
Valid
May be 40 37.0
Yes 37 34.3
No 31 28.7
Total 108 100.0

35. RESULTS AND DISCUSSION Cont……
Individual Factors con….
• Personality
• Q! How important do u think a brand is when u purchase a ph?
• Particular brand maintains the quality
• To trust the product
• Brand is determinant of the quality and expectation
Discussion…….
Frequency Percent
Valid
Important 84 77.8
Fair 22
20.4
Unimportant 2 1.9
Total 108 100.0

36. RESULTS AND DISCUSSION Cont……
Social and Cultural Factors con….
• Family
• Q! Who is your family influence the brand or model when u choose the ph?
• I become adult
• My family never bother me on that
Discussion…….
Frequency Percent
Valid
Your self 80 74.1
Parents 13 12.0
Spouse 11 10.2
Children 4 3.7
Total 108 100.0

37. RESULTS AND DISCUSSION Cont……
Social and Cultural Factors con….
• Groups
• Q! Which group influence the brand and the model when u
choose the ph?
• I live in hostel with my friends
• We are have friends
• I do care about what my friends recommend me
Discussion…….
Frequency Percent
Valid
Friends 75 69.4
Relatives 23 21.3
Working Groups 6 5.6
Relatives, Friends 3 2.8
My Self 1 .9
Total 108 100.0

38. RESULTS AND DISCUSSION Cont……
Social and Cultural Factors con….
• Culture
• Q! Does culture influence on your decision?
• I never worry about that
• I think its not relate to culture
• Its my own decision, no cultural influence
Frequency Percent
Valid
No 80 74.1
May be 18 16.7
Yes 10 9.3
Total 108 100.0

39. RESULTS AND DISCUSSION Cont……
Social and Cultural Factors con….
• Social Class
• Q! Does the social class important when u purchase a
ph?
• Anyone can choose any brand
• I don’t think so
• Its own freedom
Frequency Percent
Valid
No 46 42.6
Yes 34 31.5
May be 28 25.9
Total 108 100.0

40. THANK YOU