n recent years, the adoption of mobile phones has been rapid so fast not only in India but also in the whole world. Buying to become a happy affair they would like to see, touch and feel the commodities that they buy. Understanding this psychology for the consumer many organizations have come to make purchase of happy affair. The present study is conducted in tirupur city and it is decided to consider different mobile phones’ like Microsoft, Sony Ericsson, Samsung, LG and HTC. This study helps to know the factors which influencing the buying behavior to purchase Mobile Phones. This study helps to know the buying behavior of the consumer while choosing Mobile Phones to know the consumers satisfaction level towards different branded mobile phones and to know the reason for the dissatisfaction of the consumer. The consumer buying a variety of mobile phones which satisfy his wants and they are always influenced by his purchasing activities by some considerations which lead him to select a particular brand or a particular store in preferred to others. From this study the researcher had gained lot of practical exposure about buying behavior towards mobile phones.

1. Consumer Behavior in selecting
mobile phone
Group -12
By - Mukul Jaiswal | Rahul Chandna | Shahid Afridi

2. TABLE OF CONTENTS
01 02 03 04
Overview Primary
Research
Secondary
Research
Conclusion

3. Ø The market for mobile phone in India has grown from 500mn in 2014
to 900mn in 2019 with around 600mn smartphone user
Ø Along side being a revolutionary source of interaction and
communication
Ø It provide seller/stakeholders after sales benefits
Ø Customized targeting opportunity for consumer
Ø Most of the online customer traffic is of mobile user
Ø It has become need, once considered luxury is now daily use
gadget
Ø Updating nature makes people change their phone frequently.
Overview

4. Objective of the study
● Primary Objective
Ø To study the buying behavior of mobile phone
users
● Secondary Objective
Ø To know and understand the brand preference
of the user
Ø To understand the factors behind the purchase
of mobile phone
Ø To understand the marketing strategies of
leading brands

5. Research methodology
Questionnaire
Ø Does brand name, price,
durability, features, brand
ambassador matters?
Ø Which promotional activity
effects you most?
Ø Do online/offline
availability matters?
Ø 143 People
Ø Convenience Sampling
Method
Ø Mostly students of IIT
Kanpur, and
acquaintances.
Source Analysis
Ø Descriptive Analysis
Ø Inferential Analysis
Ø Comparative Analysis

6. Graphical Analysis of the data
Gender data

7. Factors influencing buying behavior of
mobile phones
Cellular
Phone
Buying
Decision
Brand
Ambassador
Durability
Features
Brand Name
After Sales
Service
Price

8. Major Factors affecting buying decision
Inference: The price and features are the most prominent
factor, although brand name and durability also passed the
hypothesis testing.
Description
Weighted
score Opinion
Price 0.84 Satisfied
Durability 0.605 Satisfied
Brand Name 0.568 Satisfied
Brand Ambassador 0.05 Not Satisfied
Product feature 0.728 Satisfied
After Sales Service 0.346 Not Satisfied Mean Score = 0.46

9. Promotional activities of mobile phones
Description
Weighted
Score Remarks
Word of Mouth & Trends 4.73 Preferred
Digital Advertisements 4.25 Preferred
Hoardings 2.87 Not Preferred
Newspapers 2.16 Not Preferred
Others 2.98 Not Preferred
Inference: Word of Mouth, Trends & Digital Advertisements are
the most preferred promotional activities which affect the
buying decision.
Mean Score : 3.398

10. Price vs Brand
● Most preferable brands are One plus and Apple iPhone (worth>30k)
● Most preferable price range is 10k to 25k
Preferable Brands Willing to Pay

11. Drawback of primary data research methodology
● Small size of sample
● Biased sample
○ Educated
○ Urban
○ unemployed

12. Secondary research
Marketing Strategy of Market Leader
Understanding and Analyzing shares of Indian Market
Market leader and its competent

13. Timeline Indian Market Share in smartphone

14. Rise of Xiaomi in India
● Flash sales
● Price
● Collaboration of Flipkart and Amazon
● Direct to retail
Limited Mi3 Launched
Online
Not much advertisement
Collaboration with major Online outlet
Offline market

15. • Initially
• Value for money &
Product Features
• Availability - Online
• Now
• Branding and
advertising
• offline
• Initially
• Brand Value &
Trust
• Availability –
Majorly Offline
• Now
• Online store
• Low price high
quality
Xiaomi Samsung

16. Conclusion
• Price and Features plays a significant
role in the purchase decision. Price
has significant positive impact on
consumer perception choice in
selecting mobile phones.
• To explore the market, mobile
industry have to concentrate more on
Youth segment by giving more
advanced features.
• Word-Of-Mouth and Trends are most
effective promotional activities.
• Shift of markets from offline retails to
online stores

17. Thank You!