Study of consumer behavior in selecting mobile phones (1)

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Study of consumer behavior in selecting mobile phones (1)

  1. 1. Study of Consumer Behavior in Selecting Mobile Phones By Saranya Roy Nahid Anjum Prateek Chaudhuri Arunabha Bagchi Subhodeep Kumar Dey
  2. 2. Agenda 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
  3. 3. Conducting the Survey: An OverviewSample Size : 70Method of the survey : Face to face interviewAge bracket of respondents : 10 to 59 yrsGender distribution of respondents: 40 male, 30 female
  4. 4. Conducting the Survey: An Overview
  5. 5. “Need Set” Identification Our Question was: “What needs are satisfied by your mobilephone?” Our finding is: ~ Basic Telephony (Telephone and SMSservices) is the most responded need among theusers. ~ A good quality camera isbecoming a Needs necessity now a days.
  6. 6. “Evoked Set” Identification Our Question was: “Which brands come into your mind when youthink of mobile phones?” Our finding is: ~ Clearly, Nokia comes into consumer‟s mindmost often. ~ Indian Brands (like Micromax,Spice, Simoco etc.) are coming into picturegradually.
  7. 7. Information Search Our Question was: “Where do you search for information about mobile phones prior to purchase?” Our finding is: ~ According to our survey, consumers are mostlyNumber of respondents influenced by their friends and family. ~ Apart from „googling‟ some websites and blogs (like www.GSMArena.com etc.) are Sources also prime
  8. 8. Evaluation of Alternatives Our Question was: “What are the differentiating factors forevaluating the alternatives?” Our finding is: ~ „Price‟ is the most valuabledifferentiator . ~ As multimedia sets are verypopular today, consumers give utmostimportance to good sound quality.
  9. 9. Choice Criteria Identification Our Question was: “What are the features you think youhave to have in your mobile ?” Our finding is: ~ „Mega-Pixel Race‟ has a deep impacton consumers‟ mind. ~ A good media playbackcapability is also prefered by most of thecustomers.
  10. 10. Decision Making Process - Automatic/ Limited/ Extensive? Our Question was: “How much time do you take forsearching information before coming into adecision?” Our finding is: ~ Half of the respondents exhibitprogrammed buying behavior. ~ 21 respondents exhibit limited buyingbehavior.
  11. 11. Post Purchase Behavior Our Question was: “Are you satisfied with your mobilephone?” Our finding is: ~ Approximately half of the respondentsare satisfied and the other half areunsatisfied. ~ So we cannot conclude about thepost purchase behavior of Excel Sheet Link
  12. 12. Thank You . . . .

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