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A study on Mobile phone purchase behavior in women segment
- 1. A STUDY ON :MOBILE PURCHASE BEHAVIOR IN WOMAN SEGMENT Prepared & Presented by, ROHIT BHABAL
- 2. Table of Contents Section I: Introduction 1. Purchase behavior of woman 2. Woman mobile purchase behavior model Section II: Theoretical view 1. Mobile market segmentation development 2. Difference among buying behavior of men and women market segment 3. Calculation of the mobile behavior segment gap 4. Mobile trend in woman segment 5. Factors affecting purchase behavior of woman 6. Woman Purchasing Behavior towards Mobile Phone (Personal Factors) 7. Woman Purchasing Behavior towards Mobile Phone (Psychological Factors)
- 3. 8. Cultural factors 9. Woman Purchasing Behavior towards Mobile Phone (Social Factors) 10. Stages of Woman Mobile Purchasing Process 11. Problem Recognition and Solution Techniques 12. Purchasing Decision Model of Woman 13. Woman Expectations And Satisfaction Model 14. Components of Women Expectation 15. The Learning Model of Woman Purchase Behavior 16. Types of Women Market Segmentation Section III: Methodology of the study 1. Problem statement 2. Need of the study 3. Objectives of the study
- 4. 4. Research methodology Primary and secondary data collection and Sample size and selection 5. Questionnaires Section IV: Conclusion and Suggestion Section V: Bibliography
- 6. Purchase Behavior of Woman Lower price attracts women Women use social media to connect different aspects of their lives. Woman perceives higher price means higher quality Women are more likely to purchase brands they follow. Woman are easily influenced by word of mouth publicity
- 7. Mobile Marketing Attitude Intention Buying Behavior Social Norms Frequency Sports Brand Followership Brand Perception and Value Persuasion Marital Status Age Mobile DeviceWoman Mobile Purchase Behavior Model
- 9. Mobile Market Segmentation Development • The utilization of the Smartphone is changing the social availability of people. • Current mobile phone development has changed the marketers in dealing with customers. • Previous market segmentation, segment their market based on merely the frequency of usage of each type of application (messaging, browsing, communication, etc.). However, these measures may not adequately gauge the extent of people’s interactions with their mobile phone given that using mobile phones is becoming varied and that some people are cognitively preoccupied with their phone when not using it.
- 10. Difference Among Buying Behavior of Men and Women Market Segment 1 • Men are utilitarian shoppers, seeking to quickly and efficiently complete a task with a minimum of social interaction. But women are not. 2 • Men usually shop alone, while women often shop in groups of three or four to maximize the social aspects of shopping. 3 • Woman have a very different set of priorities, preferences and attitudes. 4 • Women are considered as being warm, expressive, compassionate, and understanding. 5 • Obvious sex differences exist not just because of genetic reasons, but are quite often due to cultural variations.
- 11. Male Mobile Phone Owners Female Mobile Phone Owners Male Mobile Phone Owners Gender Gap Calculation of The Mobile Phone Gender Gap
- 12. Mobile Trend in Woman Segment The mobile phone is transforming the way women deal with technology by leveling differences between sexes. A mobile phone helps them lead a more secure, connected and productive life. Mobile phone ownership provides distinct benefits to women, including improved access to educational, health, business and employment opportunities. Women business owner in particular perceives the phone as essential tool. More than half women uses mobile phone to earn additional income.
- 13. Factor Affecting Woman Purchase of Mobile Phone Cultural Psychological PersonalSocial
- 14. Woman Purchasing Behavior towards Mobile Phone (Personal Factors) Personal Influences Age and Family Life cycle Stage Occupation and Economic Circumstances Personality and Self-Concept Lifestyle
- 15. Woman Purchasing Behavior towards Mobile Phone (Psychological Factors) Motivation Perception Beliefs and Attitude Learning
- 16. Cultural Factors
- 17. Woman Purchasing Behavior towards Mobile Phone (Social Factors) Groups •Membership •Reference Family •Husband, Wife, Kids •Influencer, Buyer, User Roles and Status Social Factors
- 18. Nominal Decision Making Extended Decision MakingLimited Decision Making Low Involvement Purchase High Involvement Purchase Problem Recognition (selective) Information search (limited, internal) Product Choice and Purchase Post Purchase action No dissonance Very Limited Evaluation Problem Recognition (generic) Information search (limited, internal, external) Evaluation of Alternative Product Choice and Purchase Post Purchase action No dissonance Limited Evaluation Problem Recognition (generic) Information search (internal, external) Evaluation of Alternative Product Choice and Purchase Post Purchase action No dissonance Complex Evaluation Stages of Woman Mobile Purchasing Process
- 19. External Influences Internal Need Change in Desired State Change in Actual Size •Higher Expected •Satisfaction •Current Dissatisfaction •New need •Product Depletion Problem Recognition Problem Recognition and Solution Techniques
- 20. Purchasing Decision What to Buy How Much to Buy Where to Buy How Often to Buy How they Use it When to Buy Purchasing Decision Model of Woman
- 21. Perceived Overall Quality Perceived Value Customer Expectation Customer Satisfaction Customer Loyalty Customer Complaints Reliability Customization Overall Reliability Customization Overall Price Given Quality Quality Given Price Satisfaction Confirm/Disconfirm Expectations Comparison with ideal Repurchase Likelihood Price Tolerance Complaint Behavior Woman Expectations And Satisfaction Model
- 22. Components of Women Expectation Wished for level of service quality that woman believes can and should be delivered Desired Service Level Minimum acceptable level of service Service level that customer believes firm will actually deliver Acceptable range of variation in service delivery Adequate level of service Predicted level of service Zone of tolerance
- 23. Product Awareness Interest Evaluation Need Recognition Intention Interest Breakdown Firms Marketing Efforts Social Environment Purchase Post-Purchase behavior Repeat Purchase Discountation Personality P e r c e p t i o n Attitude M o t i v a t i o n The Learning Model of Woman Purchase Behavior
- 24. Types of Women Market Segmentation Each woman has her own attitude and personality. It is crucial to decide which segment you are ready to target and then “treat” each segment differently. Traditional housewife Trapped housewife Trapped working woman Career working woman
- 25. Section III: Methodology of The Study
- 26. Problem Statement • Today is the era of communication as innovative and novel means of communication came into existence. Traditional way of mailing has been replaced to certain extent by e-mail and landline is being replaced by cell phones. • It is reported that after the invention and introduction of cell phones the rate of surrounding landline is at a decreasing rate and the number of users of cell phones is increasing even day by day. • In the extremely competitive marketplace, marketers wish they could get inside the woman’s heads as well as their wallets. • The emergence of woman psychology will provide more creative ideas for the further progress of marketing, and the research of the psychological science will have a lot of knowledge to be explored as the development of the commercial activities.
- 27. Need for The Study 1 • The study of women helps firms and organizations to improve their marketing strategies by understanding issues such as how 2 • The psychology of women how he think, feel, reason, and select among different alternatives (e.g., brands, products, and retailers) 3 • The psychology of how the woman is influenced by his or her environment (e.g., culture, family, signs, media) 4 • The woman behavior while shopping or making other marketing decisions 5 • Limitations in woman knowledge or information processing abilities influence decisions and marketing outcome 6 • How woman motivation and decision strategies differ among mobiles that differ in their level of importance or interest that they entail for the woman.
- 28. Objectives of The Study To examine the Sources of Information considered. To examine the role of Family Members in influencing brand choice. To examine Consumer Satisfaction. To identify and analyze the factors which impinge on to the satisfaction level of the customers of mobile phones. To understand the effectiveness of the promotional activities of mobile phone companies To examine and understand the attitude of woman towards various Mobile purchase and identify the factors motivate them
- 29. Research Methodology In order to capture a wide range of views and allow the respondents to express their views, a qualitative research methodology framework was adopted. A combination of open ended and multiple choice questionnaires was developed based on initial in depth interviews with 6 prospective respondents. The respondents attributed to Mobile Technology were followed by three key themes in the questionnaire: A) Perception of Mobile Phones B) Actual Usage of Mobile Phones C) Mobile brand preference.
- 30. Primary Data & Secondary Data Collection To achieve the objective of the study, the primary data have been collected through questionnaire. This questionnaire aims to gather information related to women expectations and observations (satisfaction). The secondary data means already available data. (Books, library)
- 31. Sample size and Selection This study chose a sampling strategy that attempted to study and question only those respondents that would provide the necessary data. The samples were selected using a non probabilistic sampling, a combination of judgment and snowballing sampling in order to increase maximum type of representation within the small sample size. A total of 100 women participated in the study. The respondents belonged to urban upper middle class profile from Mumbai.
- 32. Questionnaires
- 33. What features do you expect that the phone should have? Choices: A – Attractive looks B – Economical C - Long battery support. D – Other features A Attractive looks B Economical C Long battery support. D Other features
- 34. What mobile brand do you prefer to purchase? Choices: A – Samsung B – LG C – Sony D – Others Samsung LG Sony Others
- 35. Where do you prefer to purchase mobile phone? Choices: A – In retail shop B – Online Shopping site Retail shop Online site
- 36. What is your price range of purchasing mobile? Choices: A – 5000 to 10000 B – 10000 – 15000 C – 15000 – 20000 D – More than 20000 5000 to 10000 10000 to 15000 15000 to 20000 More than 20000
- 37. What is the purpose of purchasing phone? Choices: A – For personal use B – For professional use C – For family D – Other reason For personal use For professional use For family Other reason
- 38. Do you prefer to purchase new mobile or second hand mobile? Response: New – 71 Second hand – 29 New Second hand
- 40. Conclusion • The characteristics of the mobile phone seem to have a special appeal to women and led to their rapid adoption. In this way, mobile phones seem to be contributing to the blurring of gender differences. • The mobile phone is transforming the way women deal with technology by leveling differences between sexes. • Color, expression and space are important aspects of performance as Communication and performance as construction of meaning. Choosing pink phones might either be an option to conform to the masculine norm that states “pink is for women” and abiding by “gender scripts” • Expression is another dimension of shifting genders that translates into mobile phone personalization
- 41. Suggestion • Gender is a very important factor among all the factors; it plays a very crucial role in purchase decisions. • Females and males both shows totally different behavior when they purchase any goods or services. • Where women are more subjective and intuitive men tend to be more analytical and logical who make their opinion based on other peoples purchase rather than trying it themselves. Further, where men tend to make purchases based on the immediate needs women look at purchase as a long term decision. • Marketers have to understand and use this segmentation factor wisely in order to satisfy needs more accurately and effectively. • For increasing mobile sale it is very important for any marketing manger to first understand the marketing segment which they are targeting.