Mobile Purchase India

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End user prospective & Market exploration

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Mobile Purchase India

  1. 1. Mobile Purchasingin India<br />An Buying behavior Prospective<br />Sabyasachee Biswal<br />
  2. 2. Flow of topic<br />Customer segmentation<br />Need of new device<br />Purchase influence parameters & drivers<br />Post purchase behavior<br />Sabyasachee Biswal<br />
  3. 3. Customer segmentations<br />Sabyasachee Biswal<br />
  4. 4. Low end users(using for last # years)<br />Mobile usage according to NEED<br />Only for talk & messages<br />Need basic functions like FM & Music player*<br />*in built with limited storage<br />Need a long battery life<br />VGA camera (with or without)<br />Easy & affordable availability of repair/service<br />Handsome cost<br />Rough use purpose<br />Daily necessity functions like a torch, hands free cord etc<br /> (Range between 800-1000K to 3000K appx.)<br />Sabyasachee Biswal<br />
  5. 5. Mid range users(check mymobile)<br />Include some functions according to TREND<br />FM<br />Music players with memory card storage up to 4 GB*<br />Camera with 1.3 mega pixel to 2 mega pixel with/without LED flash<br />Push mail services<br />Multi sim card enabled<br />Blue tooth & USB port connectivity<br />GPRS/MMS accessibility<br />Call conference functions<br />Social networking apps & basic messenger functions<br /> (Range 3000k- 10000k appx.)<br />Sabyasachee Biswal<br />
  6. 6. Premium category(Boss’s mobile or what a hand set !)<br />According to LIFE STYLE<br />Look of mobile (ex- Metallic body, leather back cover, color, sleek & big screen display etc.)<br />Type like Query key board/touch segments<br />Functionality like<br />Camera with 4 MP or more with flash<br />Doc. viewer/editor<br />Instant mail & messenger services<br />3G & Wi-Fi services<br />Other downloadable & pre installed apps.<br /> (Range 10000k & Above appx.)<br />Sabyasachee Biswal<br />
  7. 7. Special category(Check my latest one/device !!)<br />Platforms/ operating system of mobile<br />Symbian/Android/Windows etc.<br />Image capturing capabilities (resolutions)<br />Sensor enabled<br />Apps supported & availability<br />3G extended functions<br />Screen display type (ex-LED/LCD displays etc.)<br />Screen size<br />User friendly input (tab/key etc.)<br />Multi connectivity & support<br />Processors, inbuilt & optional memory storage<br />Better browsing experience<br />Prefer sleek & Tab designs<br /> (Price is least concerned here*)<br />Sabyasachee Biswal<br />
  8. 8. Need of New !!<br />Sabyasachee Biswal<br />
  9. 9. Purchase influence Parameter/Drivers <br />Brand value<br />Comparative/relative Cost<br />End seller influence (*shop keeper/retailer)<br />Reference influence<br />Promotional activities (* @ store)<br />Product availability<br />Resale value<br />Life cycle<br />Sabyasachee Biswal<br />
  10. 10. Post purchase behavior !?<br />Seek attention<br />Availability of service from service provider (*through alliance between manufacturer & service provider)<br />Guide & support from manufacturer in optimal usage<br />Availability of software from manufacturer & updates at free of cost<br />Error free usage at least for *1 year<br />Sabyasachee Biswal<br />
  11. 11. Thanks for your patience <br />Sabyasachee Biswal<br />

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