Consumer's buying behaviour on Mobile Phones Asian School Of Management Samakhusi Kathmandu Nepal BIM 6th Semester.

1. CONSUMER’S BUYING BEHAVIOUR

2. GROUP MEMBERS
1. Aayush
Rajopadhyaya
2. Asmita Khanal
3. Bidhya Dangol
4. Presa Shrestha

3. WHAT IS CONSUMER BUYING BEHAVIOUR?
Behavior that consumer
display in searching for,
purchasing, using, evaluating
and disposing of products
and services that they expect
will satisfy their needs.

4. OBJECTIVES OF STUDY
• Primary Objective: To study te buying behavior of mobile phone users in Kathmandu,
Bhaktapur and Lalitpur.
• Secondary Objectives:
1. To know and understand the brand preferences of mobile phone users
2. To study the usage pattern of mobile phones
3. To probe the reasons or causal factors behind the purchase of mobile phones
4. To identify the mobile phone buying decision factor

5. RESEARCH METHODOLOGY
Data Type – Data collection was done through primary and secondary
source
Tools For Data Collection- Questionnaires were given out
Sample unit- General People
Sample Size- 55 questionnaires were filled

6. CONTD.
Data Collection Method- Data for the study was collected through
primary sources
Data Processing- Data was entered into MS-EXCEL sheets and analyzed
graphically
Graphical Representation- Pie charts and bar diagrams are used to
explain the analysis

7. PEOPLE WHO OWNS A SET
89%
11%
People who owns set No set
Majority of the people today owns a set.

8. CURRENT V/S PREFERRED
HANDSET

9. CURRENT SET
Nokia
19%
Samsung
41%
Apple
12% Karbon
10%
LG
2%
Micromax
2%
Colours
4%
HTC
0%
Blackberry
0%
Others
10%
Other
14%

10. PREFERRED SET
Nokia
11%
Samsung
40%
Apple
30%
Karbon
0%
LG
0%
Micromax
0%
Colours
2%
HTC
11%
Blackberry
3%
Others
3%
Other
19%

11. FREQUENCY OF USING A PARTICULAR PHONE
22
18
8
2
0
5
10
15
20
25
Below 1 1 - 2 3 - 4 Above 5
No.ofPeople
Years

12. OPERATING SYSTEM
Current
0 10 20 30 40
Android
iOs
Symbian
JAVA
Windows
Chinese
OperatingSystem
Frequency
Preferred
0 10 20 30 40
Windows
Android
IOS
Symbian
JAVA
Chinese/Indian
Others
OperatingSystem
Frequency

13. KIND OF MOBILE SET
Keypad
4%
TouchScreen
90%
Slide
2%
Fold
4%
• Touch screen has the
majority of preference
with a mammoth 90 %.

14. SOURCE OF INFORMATION (BEFORE)
0
5
10
15
20
25
30
35
T.V. Internet Magazines Hoarding
board
Friend Family Catalogue Others
No.
• People mostly got the
information through
TV and from word of
mouth.

15. SOURCE OF INFORMATION (NOW)
0
5
10
15
20
25
30
no.
• Internet is
the major
source of
information
for most of
the users.

16. PRICE CONSCIOUS
89%
11%
Yes
No

17. BRAND LOYALTY
30
25
22
23
24
25
26
27
28
29
30
31
YES NO
FREQUENCY
Majority of the consumer’s were loyal to
NOKIA SAMSUNG APPLE

18. REASON FOR PURCHASE
Current
Best Feature;
25
Cheap; 13
Well Design;
6
Latest
Technology;
17
Brand
Consious; 6
Recommended
by others; 2
Newly
Arrived; 13
Camera; 7
0
5
10
15
20
25
30
-1 1 3 5 7 9
Preferred
Best features,
14
Cheap, 3
Design, 8
Latest
Technology,
15
Brand Image,
7
Recommende
d by others, 2
Newly
Arrived, 2
0
2
4
6
8
10
12
14
16
0 2 4 6 8

19. SOCIAL INFLUENCE
Current
Friends
38%
Parents
31%
Relatives
8%
Children
15%
Celebrity
0% Salesperson
8%
Preferred
Friends
34%Parents
19%
Relatives
0%
Children
9%
Celebrity
0%
Salesperson
8%
Husband/Wife
17%
Other
13%
Friends Parents Relatives
Children Celebrity Salesperson

20. PLACE OF PURCHASE
Exclusive Stores, 10
Showrooms, 15
Mall, 5
Ordinary Shop, 23
Others, 1
0
5
10
15
20
25
0 1 2 3 4 5 6

21. CELEBRITY ENDORSEMENT
0 5 10 15 20 25
Strongly Agree
Agree
Neutral
Disagree
4
15
21
11

22. SATISFACTION/DISSATISFACTION
80%
20%
Yes
No

23. 34%
38%
22%
6%
0 20 40 60 80 100
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Phone size matters
56
34
10
0 0
Strongly Agree Agree Neutral Disagree Strongly
Disagree
SCREEN RESOLUTION SHOULD BE
HIGH
PARAMETERS OF SATISFACTION

24. 0
10
20
30
40
50
60
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
AxisTitle
Axis Title
Large storage space is a necessity
0 20 40 60
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Shape of the phone is important

25. 0 10 20 30 40 50 60 70
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Battery back up should be good

26. RECOMMENDATIONS
• The survey and analysis that we have conducted has brought out certain interesting
facts
• and given insights into the buyer behaviour in case of mobile handsets.
• Using these insights we suggest a few recommendations to the handset brands to
beat the ever-winning brand SAMSUNG.
• How to be on top of the game?
Focus On Product & Price.
Be a Technology Driven Company.
Utility is more important.

27. CONCLUSION
Handset buying is a high involvement product wherein the consumer wants
to know from different sources about brands, though SAMSUNG is the first
name that comes to their minds
 Word of mouth plays an important role in such products and therefore it is
important for the product to be of important quality
Companies should therefore concentrate more on developing the first P and
make it available at reasonable and reachable prices.
So, the product itself becomes the promotion for the brand…….

28. • The study suffers from the major limitation of obsolesce of the
information.
• There is a biased opinion based upon the preference of the data
provider on the basis of his/her preview.
• The survey did not covered all parts of Kathmandu valley.
LIMITATIONS OF THE STUDY

29. THANK YOU!!