This document summarizes a study on consumer behavior in selecting smartphones in Mumbai, India. The primary objective was to study how mobile phone users make purchasing decisions. Secondary objectives included understanding brand preferences, usage patterns, and factors influencing purchase decisions. The study found that touchscreens are highly preferred, accounting for 90% of phones. Samsung has the largest market share at 35%, followed by Apple. Most consumers are brand loyal, with Nokia, Samsung, and Apple being the most popular brands. The study recommends that smartphone companies focus on product quality, technology, utility, and competitive pricing to attract consumers.

1. Study of Consumer Behaviour in
Selecting Smartphones
By
Niraj Trivedi
Dheeraj Kanchan
Shashank Shah
Rahul Shrivastav
Yogita Zope
Sayali Ware

2. Primary Objective:
To study the buying behaviour of mobile phone users in Mumbai , India.
Secondary Objectives:
To know and understand the brand preferences of mobile phone users.
To study the usage pattern of mobile phones.
To probe the reasons or causal factors behind the purchase of mobile
phones.
To identify the mobile phone buying decision factor.
OBJECTIVES OF STUDY

3. ‘To understand & find the Increasing trend for Smartphone &
understand the factors influencing consumer behaviour for buying
smartphones.’
PURPOSE STATEMENT

4. A
D
V
A
N
T
A
G
E
S
• Very useful in emergency situations
• Office on the Move
• Guide in panic - Maps
• Great equipment in order to improve knowledge
• Get to know what happens around the world
• Adviser/Guider/Instructor/Teacher/Director

5. D
I
S
A
D
V
A
N
T
A
G
E
S
• Addiction
• Distraction
• Cost
• Security
• Regular Software Upgradation
• Life

6. R
E
S
E
A
R
C
H
Major Market is
Covered by 20-40 Year
Age
BASICS
Usage of kids is
considered under
Male

7. C
O
N
S
U
M
E
R
PURCHASE PROCESS

8. BRAND LOYALTY
30
25
23
30
38
Yes No
Frequency
Majority of the consumer’s were loyal to
NOKIA SAMSUNG APPLE

9. MARKET
• Indian Economy
• Disposable Income
• Part of Personal & Business Life
• 2nd Largest Mobile Handset Market
• Market Size – Rs. 43000 Cr. – Year 2016
• The Indian smartphone phone market mainly depends
upon the price, features, stability and style.

10. Change in Market Leader
Nokia – 54 % Market Leader from 2009 – 2013
Samsung – 2012 – Aggressive Jumpstart
Current Market Cap - 2014 -2016
Samsung Market Share - 35%
Apple – 25%
Micro max – 10%
HTC - 10%
Carbon – 8%
Nokia – 8 %
Others – 4%
MARKET

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

12. RESEARCH METHOD
 Data Type – Data collection was done through primary and secondary source
 Tools For Data Collection - Questionnaires were given out
 Sample unit - General People – Age Group – 16 to 35 years
 Sample Size - 25 questionnaires were filled in paper form and 30 questionnaires were filled
electronically.
 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

13. Q
U
E
S
T
I
O
N
N
A
I
O
R
E
Link : Quessionnaire.docx

24. The survey and analysis that we have conducted has brought out certain interesting
facts.
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
RECOMMENDATION

25. • 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 the city Mumbai.
LIMITATIONS OF THE
STUDY

26. 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

27. Thank You . . . .