This study is all about how the customer thinks when purchasing mobile phones which are available in the market.

1. THE EFFECT OF PURCHASING
MOBILE PHONES ON
CONSUMER PERCEPTION
Consumer Behavior
Jagadeesh Gundlapalli
International Institute of
Business Studies,
#75, Muthugadahalli,
Bangalore North Jala Hobli,
Near International Airport,
Bangalore-562157.
E-mail:
gvs.jagadeesh@gmail.com
www.iibs.edi.in

2. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 1
The Effect of purchasing Mobiles Phones on Consumer Perception
Jagadeesh Gundlapalli
International Institute of Business Studies, #75, Muthugadahalli, Bangalore North Jala Hobli,
Near International Airport, Bangalore-562157.
E-mail: gvs.jagadeesh@gmail.com
Abstract
The purpose of this study is to identify the factors affecting the purchase of mobile phones on
consumer perception in IIBS Business school, Bangalore. In order to accomplish the objectives
of the study, a sample of 105 students were taken by using simple random sampling technique.
Both primary and secondary data were explored. From the study analysis, it was clear that
consumer’s value price followed by mobile phone features as the most important variable
amongst all and it also acted as a motivational force that influences them to go for a mobile
phone purchase decision. The study suggested that the mobile manufacturing companies should
focus more on features like Camera, Battery Capacity etc.
Introduction
Mobile Phone, a device which is no longer a strange thing to majority of people since it has
gradually entered people everyday life. The concept smartphones are the mobile phones with
computers abilities and internet search, the only difference could be the size and its mobility. In
another word, it has become a source of entertainment, a communication tool, a search engine and
so much more. But smartphone itself is not appealing enough since smartphone is just another
artificial item.
However, the brand and the owners are far more tempting. Same device, similar features but each
kind has its own operating system which leads to different experience. Some are opened and
everyone can use, some are closed which means much higher privacy for users but not everybody
can use it. Nevertheless, each brand has its own history, and it is the history development that is
the most fascinating. How the brand was born, what innovation it had to go through, what kind of
strategy the company chose to compete with each other… all led to very different outcomes.
The motive of this study is to identify the factors affecting the decision of buying mobile phones
which are available in the market. This study is to help the mobile phone industry to understanding
of consumer’s choice criteria in mobile phone markets by studying factors that influence intention
to purchase new mobile phones. The data has been collected using google forms survey method
based on the several questions regarding consumer purchasing.
From the analysis, it was concluded that technology and design seemed to be more important than
price and that technological and design factors should be give more importance by mobile phone
manufacturers and/or retailers. And also it is suggested that most of the people are influencing

3. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 2
about the factors like camera, battery capacity processor, RAM etc. These data will be explained
briefly in the below description.
Literature Review
Philip Kotler and Kevin Lane Keller (2016), Consumer behavior is the study of how individuals,
groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to
satisfy their needs and wants. A consumer’s buying behavior is influenced by cultural, social, and
personal factors. Of these, cultural factors exert the broadest and deepest influence. Consumer
decisions are also influenced by core values, the belief systems that underlie attitudes and
behaviors. P-179
Ramanuj Mujumdar (2010), Attitudes of a consumer are formed based on how a product makes
them feel. The attitudes that a person forms depend on the mood at the time of formation of these
attitudes. P-72
Kundi J. et al (2008) Stated that consumer behavior refers to the mental and emotional process
and the observable behavior of consumers during searching, purchasing and post consumption
of a product or services. Consumer behavior blends the elements from psychology, sociology,
sociopsychology, anthropology and economics.
Objective
1. To understand the consumer behavior pattern towards the purchasing of mobile phones.
2. To perceive the various factors which influences the consumers to purchase mobile
phones.
ResearchMethodology
Sample Size & Population
The study was conducted towards Mobile Phone users’ perception pattern before the buying of
mobile phone. The study is descriptive and analytical in nature. The size of the population is
145 out of which 105 respondents has responded to the survey which was conducted in IIBS,
Airport Campus, Bengaluru. The questionnaire technique was used as google forms and survey
method has been adopted for the study. Both primary and secondary data has been used for the
study. The primary data method was used that is questionnaire technique i.e. 75% is through
google forms (105 responses). The secondary data was used to ask the consumer purchasing
questions to the IIBS students, blogs and books. For the data analysis, pie charts, percentage, bar
diagram is used for the study.

4. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 3
Limitations of the study
The researcher had the following limitations while conducting the study
1. This study was carried out only among the respondents in IIBS, Airport Campus,
Bengaluru.
2. Time constraint was there for the study.
Data Analysis and interpretation
Data analysis is the most crucial part of any research. Data analysis summarizes collected data.
It involves the interpretation of data gathered through the use of analytical and logical reasoning
to determine patterns, relationships or trends.
1. Method of collection: Online; Google Forms.
2. Number of questions: Eight.
3. Total responses received: 105.
4. Background of respondents: Major from IIBS Bengaluru campus students and professors.
The results will be displaying the survey results below on a question-by-question basis with
graphical and pie chart model.
1. Most of the consumers are using the below level of usage
The above figure 1 shows that 70.2% that they are using their mobile phone too much, while
29.8% are using their mobile phones not that much.
Figure 1

5. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 4
2. The below factors influencing consumers in purchasing the mobile brand which
they are currently using.
The above figure shows that 59.6% respondents influenced about the mobile camera when
purchasing, while 49% respondents were influenced about the battery capacity. And the rest of
the analysis can see the above graph.
3. The type of mobile brands which Consumers are using.
The above figure 3 shows that 18.9% are using Redmi mobile company, while 13.5% are using
Vivo mobile company. And the rest of the analysis can see the above pie chart.
Figure 2
Figure 3

6. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 5
4. The reasons which consumers consider to purchase mobile phones.
The above figure 4 shows that 45.5% respondents choose the mobile brand as a convenience
handset, while 40.6% respondents choose the mobile brand as a value-added service. And the
rest of the analysis can see the above graph.
5. The period of mobile phones usage.
Figure 5
The above figure 5 shows that most of the respondents i.e. 30.4% uses their mobile phone less than 1
year, while 27.5% of the respondents uses above 4 years. . And the rest of the analysis can see the
above pie chart.
Figure 4

7. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 6
6. How often they change their mobile phone
The above figure 6 shows that 45% of the respondents often change their mobile phones every 1-
2 years. And the rest of the analysis can see the above pie chart.
7. The operating system which most of the consumers are using (The one you use the
most)?
The above figure 7 shows that 87.4% of the respondents uses their primary mobile phone with
android operating system, while 11.7% of the respondents are using iOS (Apple IPhone). And
the rest of the analysis can see the above pie chart
Figure 6
Figure 7

8. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 7
8. The mobile phones which consumers are willing to pay.
The above figure 7 shows that 57.7% of the respondents are willing to pay Rs.10, 000 to Rs.20,
000. And the rest of the analysis can see the above pie chart.
Findings
1. According to this study, it found that most of the customers use android mobile
phone.
2. Camera and battery capacity are the most influenced factor when purchasing mobile
phone.
3. This study has found that most of the respondents are willing to pay between
Rs.10000 to Rs.20000 in the market.
4. This study also found that most of the respondents are using the phones like Redmi,
Vivo, Apple iPhones, Honor
Suggestions
1. Based on the above graph, it is observed that mobile manufacturing companies should
focus more on features like Camera, Battery Capacity Etc.
2. The mobile should be a convenience handset.
3. It is recommended that companies should concentrate more on developing quality
and affordable mobile phones
Conclusion
The objective of this research was to examine the consumer behavior towards mobile phones
when purchasing which are available in the market. As mentioned above, this study tells that
most of the respondents are using the phones like Redmi, Vivo, Apple iPhones, Honor and most
of them often change their mobile phones every 1-2 years. The consumers always look for the
value-added services from the mobile companies.
Figure 8

9. Journal of Marketing and Consumer Behavior Research – IIBS, Airport Campus, Bengaluru.
Page | 8
References
1. Philip Kotler and Kevin Lane Keller, (2016). Marketing Management, 15th Edition,
Analyzing Consumer Markets. P-179
2. A.Mohankumar, U.Dineshkumar, IOSR Journal of Business and Management (IOSR-
JBM). A Study on Customer Purchase Behavior towards Mobile Phone with Special
Reference to Erode City. P-5
3. Ha Ngoc Anh, Bachelor’s Thesis Central University on Applied Sciences, Bachelor
degree of Business Management 2016, Smart Phone Industry: The new Era of
Competition and Strategy.
4. Ramanuj Majumdar, (2010). Consumer Behavior, Consumer Feelings. P-72