1.

1 INTRODUCTION OF THE MOBILE PHONES

A mobile phone (also known as a wireless phone, cell phone, or cellular telephone) is a
long range, electronic device used for mobile voice or data communication over a
network of specialized base stations known as cell sites. In addition to the standard voice
function of a mobile phone, telephone, current mobile phones may support many
additional services, and accessories, such as SS for te!t messaging, email, packet
switching for access to the Internet, gaming, "luetooth, infrared, camera with video
recorder and S for sending and receiving photos and video, #$ player, radio and
%#S. ost current mobile phones connect to a cellular network of base stations (cell
sites), which is in turn interconnected to the public switched telephone network (#S&')
(the e!ception is satellite phones).
1.1.1 History of the Mobile Phones
In ()*+, ,.S. #atent ++-,$.- for a wireless telephone was issued in to 'athan
".Stubblefield of urray, /entucky. 0e applied this patent to 1 cave radio 22 telephones
and not directly to cellular telephony as the term is currently understood. 3ells for mobile
phone base stations were invented in ()-4 by "ell 5abs engineers at A& 6 & and further
developed by "ell 5abs during the ()7*s. radiophones have a long and varied history
going back to 8eginald 9essenden2s invention and shore:to:ship demonstration of radio
telephony, through the Second ;orld ;ar with military use of radio telephony links and
civil services in the ().*s, while hand:held cellular radio devices have been available
since ()-$. A patent for the first wireless phone as we know today was issued in ,S
#atent 'umber $,44),-.* to %eorge Sweigert of <uclid, =hio on >une (*
th
, ()7).
In ()4., the zero generation ( *% ) of mobile telephones was introduced. *% mobile
phones, such as obile &elephone Service, were not cellular, and so did not feature 1
handover ? from one base station to the ne!t and reuse of radio fre@uency channels. 5ike
other technologies of the time, it involved a single, powerful base station covering a wide
area, and each telephone would effectively monopolize a channel over that whole area
while in use. &he concepts of fre@uency reuse and handoff as well as a number of other
concepts that formed the basis of modern cell phone technology are first described in
,.S. #atent 4,(.A,74-, issued ay (, ()-) to 3harles A. %ladden and artin 0.
A
#arelman, both of 5os Begas, 'evada and assigned by them to the ,nited States
%overnment.
&his is the first embodiment of all the concepts that formed the basis of the ne!t maCor
step in mobile telephony, the Analog cellular telephone. 3oncepts covered in this patent
(cited in at least $4 other patents) also were later e!tended to several satellite
communication systems. 5ater updating of the cellular system to a digital system credits
this patent. artin 3ooper, a samsung researcher and e!ecutive is widely considered to be
the inventor of the practical mobile phone for handheld use in a non:vehicle setting.
3ooper is the inventor named on 18adio telephone system? field on =ctober (-, ()-$
with the ,S #atent =ffice and later issued as ,S #atent $,)*7,(77. using a modern, if
somewhat heavy portable handset, 3ooper made the first call on a handheld mobile phone
on April $, ()-$ to a rival, Dr. >oel S. <ngel of "ell 5abs.
&he first commercial citywide cellular network was launched in Capan by '&& in ()-).
9ully automatic cellular networks were introduced in the early to mid ()+*s ( the (%
generations ). &he 'ordic obile &elephone ('&) system went online in Denmark,
9inland, 'orway and Sweden in ()+(.
In ()+$, otorola Dyna &A3 was the first approved mobile phone by 933 in the ,nited
States. In ()+4, "ell 5abs developed modern commercial cellular technology (based, to a
large e!tent, on the %ladden, #arelman #atent), which employed multiple, centrally
controlled base stations (cell sites), each providing service to a small area (a cell). &he
cell sites would be set up such that cells partially overlapped. In a cellular system, a
signal between a base station (cell site) and a terminal (phone) only need be strong
enough to reach between the two, so the same channel can be used simultaneously for
separate conversations in different cells.
3ellular systems re@uired several leaps of technology, including handover, which allowed
a conversation to continue as a mobile phone traveled from cell to cell. &his system
included variable transmission power in both the base stations and the telephones
(controlled by the base stations), which allowed range and cell size to vary. As the system
e!panded and neared capacity, the ability to reduce transmission power allowed new cells
to be added, resulting in more, smaller cells and thus more capacity. &he evidence of this
growth can still be seen in the many older, tall cell site towers with no antennae on the
upper parts of their towers. &hese sites originally created large cells, and so had their
$
antennae mounted atop high towersE the towers were designed so that as the system
e!panded:and cell sizes shrank:the antennae could be lowered on their original masts to
reduce range.
&he first 1modern? network technology on digital A% (second generation) cellular
technology was launched by 8adiolinCa (now part of <lisa %roup) in ())( in 9inland on
the %S standard which also marked the introduction of competition in mobile telecoms
when 8adiolinCa challenged incumbent &elecom 9inland (now part of &eliaSonera) who
ran a (% '& network.
&he first data services appeared on mobile phones starting with person:to:person SS
te!t messaging in 9inland in ())$. first trial payments using a mobile phone to pay for a
3oca 3ola vending machine were set in 9inland in ())+. &he first commercial payments
were mobile parking trialled in Sweden but first commercially launched in 'orway in
())). &he first commercial payment system to mimick banks and credit cards was
launched in the #hilippines in ())) simultaneously by mobile operators %lobe and Smart.
&he first content sold to mobile phones was the ringing tone, first launched in ())+ in
9inland. &he first full internet service on mobile phones was i:ode introduced by '&&
Do3oo in >apan in ())).
In A**( the first commercial launch of $% (&hird %eneration) was again in >apan by '&&
Do3oo on the ;3DA standard. ,ntil the early())*s, most mobile phones were too
large to be carried in a Cacket pocket, so they were typically installed in vehicles as car
phones. ;ith the miniaturization of digital components and the development of more
sophisticated batteries, mobile phones have become smaller and lighter. ;ith its use by
'okia as the default ringtone, &he %ran Bals by 9rancisco &arrega has become arguably
the most recognized tune in the world.
1.1. Cell!l"r Syste#s
obile phones send and receive radio signals with any number of cell site base stations
fitted with microwave antennas. &hese sites are usually mounted on a tower, pole or
building, located throughout populated areas, then connected to a cabled communication
network and switching system. &he phones have a low:power transceiver that transmits
voice and data to the nearest cell sites, normally not more than + to ($ km (appro!imately
. to + miles) away.
4
;hen the mobile phone or data device is turned on, it registers with the mobile telephone
e!change, or switch, with its uni@ue identifiers, and can then be alerted by the mobile
switch when there is an incoming telephone call. &he handset constantly listens for the
strongest signal being received from the surrounding base stations, and is able to switch
seamlessly between sites. As the user moves around the network, the 1handoffs? are
performed to allow the device to switch sites without interrupting the call.
3ell sites have relatively low:power (often only one or two watts) radio transmitters
which broadcast their presence and relay communications between the mobile handsets
and the switch. &he switch in turn connects the call to another subscriber of the same
wireless service provider or to the public telephone network, which includes the networks
of other wireless carriers. any of these sites are camouflaged to blend with e!isting
environments, particularly in scenic areas.
&he dialogue between the handset and the cell site is a stream of digital data that includes
digitized audio (e!cept for the first generation analog networks). &he technology that
achieves this depends on the system which the mobile phone operator has adopted. &he
technologies are grouped by generation. &he first:generation systems started in ()-) with
>apan, are all analog and include A#S and '&. Second:generation systems, started, in
())( in 9inland, are all digital and include %S, 3DA and &DA.
&he nature of cellular technology renders many phones vulnerable to Fcloning2G anytime a
cell phone moves out of coverage, when the signal is re:established, the phone sends out
a Fre:connect2 signal to the nearest cell:tower, identifying itself and signaling that it is
again ready to transmit. ;ith the proper e@uipment, it2s possible to intercept the re:
connect signal and encode the data it contains into a Fblank2 phone H in all respects, the
Fblank2 is then an e!act duplicate of the real phone and any calls made on the Fclone2 will
be charged to the original account.
&hird:generation ($%) networks, which are still being deployed, began in >apan in A**(.
they are all digital, and offer high:speed data access in addition to voice services and
include ;:3DA (known also as ,&S), and 3DAA*** <B:D=. 3hina will launch a
third generation technology on the &D:S3DA standard. =perators use a mi! of
predestinated fre@uency bands determined by the network re@uirements and local
regulations.
In an effort to limit the potential harm from having a transmitter close to the user2s body,
the first fi!edImobile cellular phones that had a separate transmitter, vehicle:mounted
.
antenna, and handset (known as car phones and bag phones) were limited to a ma!imum
$ watts <ffective 8adiated #ower. odern handheld cell phones which must have the
transmission antenna held inches from the user2s skull are limited to a ma!imum
transmission power of *.7 watts <8#. 8egardless of the potential biological effects, the
reduced transmission range of modern handheld phones limits their usefulness in rural
locations as compared to carIbag phones, and handhelds re@uire that cell towers be
spaced much closer together to compensate for their lack of transmission power.
Some handhelds include an optional au!iliary antenna port on the back of the phone,
which allows it to be connected to a large e!ternal antenna and a $ watt cellular booster.
Alternately in fringe:reception areas, a cellular repeater may be used, which uses a long
distance high:gain dish antenna or yagi antenna to communicate with a cell tower far
outside of normal range, and a repeater to rebroadcast on a smallshort:range local antenna
that allows any cellphone within a few meters to function properly.
1.1.$ H"n%sets
Samsung is currently the world2s largest manufacturer of mobile phones, with a global
device market share of appro!imately +*J in A*($. other maCor mobile phone
manufactures (in order of market share) include apple ()*J), Sony <ricsson (7*J) and
htc (7.J). &hese manufacturers account for over +*J of all mobile phones sold and
produce phones for sale in most countries.
=ther manufacturers include Apple Inc., Audiovo! (now ,&Starcom), "enefon,
"enKSiemens, 3<3&, 0igh &ech 3omputer 3orporation (0&3), 9uCitsu, /yocera,
itsubishi <lectric, '<3, 'eonode, #anasonic, #alm, atsushita, #antech ;ireless Inc.,
#hilips, Kualcomm Inc., 8esearch in otion 5td. (8I), Sagem, Sanyo, Sharp, Siemens,
Sendo, Sierra ;ireless, S/ &eletech, &echnologies, Spice, &6A Alcatel, 0uawei, &rium
and &oshiba. &here are also specialist communication systems related to (but distinct
from) mobile phones.
&here are several categories of mobile phones, from basic phones to feature phones such
as music phones and cameraphones, to smartphones. &he first smartphone was the 'okia
)*** 3ommunicator in ())7 which incorporated #DA functionality to the basic mobile
phone at the time. As miniaturization and increased processing power of microchips has
enabled ever more features to be added to phones, the concept of the smartphone has
evolved, and what was a high:end smartphone five years ago, is a standard phone today.
7
Several phone series have been introduced to address a given market segment, such as the
8I "lack"erry focusing on enterpriseIcorporate customer email needsE the
Sony<ricsson ;alkman series of musicphones and 3ybershot series of cameraphonesE the
samsung phonesE and the Apple i#hone which provides full:featured web access and
multimedia capabilities.
1. FE&TURES OF THE MOBILE PHONES
obile phones often have features beyond sending te!t messages and making voice calls,
including Internet browsing, music (#$) playback, memo recording, personal organizer
functions, e:mail, instant messaging, built:in cameras and camcorders, ringtones, games,
radio, #ush:to:&alk (#&&), infrared and "luetooth connectivity, call registers, ability to
watch streaming video or download video for later viewing, video calling and serving as
a wireless modem for a #3, and soon will also serve as a console of sorts to online games
and other high @uality games. &he total value of mobile data services e!ceeds the value of
paid services on the Internet, and was worth $( billion dollars in A**7. &he largest
categories of mobile services are music, picture downloads, videogaming, adult
entertainment, gambling, videoI&B. Samsung and the ,niversity of 3ambridge are
showing off a bendable cell phone called orph.
1..1 Po'er S!((ly
obile phones generally obtain power from batteries, which can be recharged from a
,S" port, from portable batteries, from mains power or a cigarette lighter socket in a car
using an adapter (often called battery charger or wall wart) or from a solar panel or a
dynamo (that can also use a ,S" port to plug the phone).
9ormerly, the most common form of mobile phone batteries were nickel metal:hydride,
as they have a low size and weight. 5ithium:Ion batteries are sometimes used, as they are
lighter and do not have the voltage depression that nickel metal:hydride batteries do.
any mobile phone manufacturers have now switched to using lithium:#olymer batteries
as opposed to the older 5ithium:Ion, the main advantages of this being even lower weight
and the possibility to make the battery a shape other than strict cuboid. obile phone
manufacturers have been e!perimenting with alternative power sources, including solar
cells.
1.. SIM C"r%
-
In addition to the battery, %S cellphones re@uire a small microchip, called a Subscriber
Identity odule or SI 3ard, to function. Appro!imately the size of a small postage
stamp, the SI 3ard is usually placed underneath the battery in the rear of the unit, and
(when properly activated) stores the phone2s configuration data, and information about
the phone itself, such as which calling plan the subscriber is using. ;hen the subscriber
removes the SI 3ard, it can be re:inserted into another phone and used as normal.
<ach SI 3ard is activated by use of a uni@ue numerical identifierE once activated, the
identifier is locked down and the card is permanently locked in to the activating network.
9or this reason, most retailers refuse to accept the return of an activated SI 3ard. &hose
cell phones that do not use SI 3ard have the data programmed in to their memory. &his
data is accessed by using a special digit se@uence to access the 1'A? as in 1'ame? or
number programming menu. 9rom here, one can add information such as a new number
for your phone, new Service #rovider numbers, new emergency numbers, change their
Authentication /ey or A:/ey code, and update their #referred 8oaming 5ist or #85.
0owever, to prevent someone from accidentally disabling their phone or removing it
from the network, the Service #rovider puts a lock on this data called a aster Subsidiary
5ock or S5.
&he S5 also ensures that the Service #rovider gets payment for the phone that was
purchased or 1leased?. 9or e!ample, the otorola 8AL8 B)3 costs upwards of 3AD
M.**. Nou can get one for appro!imately MA**, depending on the carrier. &he difference is
paid by the customer in the form of a monthly bill. If the carrier did not use a S5, then
they may lose the M$**:M4** difference that is paid in the monthly bill, since some
customers would cancel their service and take the phone to another carrier.
&he S5 applies to the SI only so once the contract has been completed the S5 still
applies to the SI. &he phone however, is also initially locked by the manufacturer into
the Service #roviders S5. &his lock may be disabled so that the phone can use other
Service #roviders SI cards. ost phones purchased outside the ,S are unlocked phones
because there are numerous Service #roviders in close pro!imity to one another or have
overlapping coverage. &he cost to unlock a phone varies but is usually very cheap and is
sometimes provided by independent phone vendors.
0aving an unlocked phone is e!tremely useful for travelers due to the high cost of using
the S5 Service #roviders access when outside the normal coverage areas. It can cost
+
sometimes up to (* times as much to use a locked phone overseas as in the normal
service area, even with discounted rates.
RE)IE* OF LITER&TURE
8eviews are on the consumers buying behavior towards the purchasing of the mobile
phones with the reference of lower middle class families which include consumer
satisfaction, buying intention etc. it also revealed that advertisements effect and the
consumer need for the functioning of mobile phones.
S!iley#"n +1,,-. discussed advances in information and communication technologies
are not only offering new marketing channel to companies but also significantly
influencing the ways in which company conduct their business and marketing activities.
&his paper analyzes the possible significant impacts of mobile phones technology
developments on marketing, and offer insights into mobile commerce and mobile
marketing, which have not previously been investigated in &urkey.
P"#!//"le +00. Advances in information and communication technologies are not
only offering new marketing channel to companies but also significantly influencing the
ways in which companies conduct their business and marketing activities. &his paper
analyze the possible significant impacts of mobile phone technology development on
marketing, and offers insight into mobile commerce and mobile marketing, which have
not previously been investigated in &urkey.
)
1"r2"!l!oto +003. obile phone markets are one of the most turbulent market
environments today due to increased competition and changes. &hus, it is one of the
growing concern to look at consumer buying behavior decision process and cast light on
the factors that finally determine consumer choices between different mobile phone
brands. =n this basis, this article deals with consumer choice criteria in mobile phone
markets by studying factors.
P"/ol" +003. Discussed that in recent years the adoption of mobile phones has been
rapid in many parts of the world, while phone usage rather than une!amined genre in
academics literature. &hese study investigates the motives in the cellular market. &he
prices indicates that while prices and properties that most influence the factors affecting
the choices of the mobile phones, prices, audibility and friend2s operator is the most
important factor which influence the choice of mobile phones.
Ben et."l +004. studied consumer buying behavior towards purchasing of the various
products. &heoretical concepts dealing with consumer behavior are issued from studies
led in various research areasG marketing, psychology, sociology and economics. &his
paper presents a multi:agent simulation of consumer behaviors based on an integrating
approach. =ur goal is to create virtual populations including several thousands of
artificial consumers that e!hibit realistic behaviors in the conte!t of a competitive market.
&hese populations are used to test the effects of marketing strategies.
Li! +004. Stated that this research paper proposed a model for the adoption of wireless
communication technology. Specifically, we e!amined factors affecting the adoption of
$% mobile phones in china. &his research is primarily based on telephone survey with a
valid sample of A+* random respondents who have e!perience in using $% mobile phones
from five maCor cities in china.
P"/ol" +00-. Discussed the rapid proliferation of cell phones and other mobile devices
has created a new channel for advertising and marketing. &his is an e!ploratory study that
focuses on the attitude towards cell phones, cell phone advertising and SS ads. &his
study also investigates consumer behavior in accepting and using cell phone ads. Survey
(*
method was used, and the @uestionnaire was answered through in:class and take:home
survey.
&#in +005. Stated that mobile phone have provided an opportunity for banking
institutes to introduce new services to the public. &he latest services which is now
available in alaysian banking institutes, is the mobile phone credit card. &he purpose of
this paper is to provide a preliminary investigations of the factors that determine whether
alaysia2s bank customers will use the new mobile credit card technology.
NEED6 SCOPE &ND OB7ECTI)ES OF THE STUD8
$.1 NEED OF THE STUD8
&he basic need of the study is to know the various mobiles companies e!isting in the Indian
arket and to check the lower middle class families buying behavior towards the purchasing of
cheaper mobile phone. &he main need of the research is to check the factor which are affecting
the buying procedure of the customer.
$. SCOPE OF THE STUD8
&he study would be based on 3onsumer "ehavior of 5ower iddle 3lass 9amilies &owards
obile #hone #urchase. &his study is restricted to >alandhar city covering user of the iddle
class families of mobile phones.
$.$ OB7ECTI)ES OF THE STUD8
=bCectives are the guiding light of a proCect in the light of which all the relevant steps would be
taken. &he obCectives of the study would be as followsG:
((
&o study the various brands of mobile phone companies e!isting in the Indian market.
&o study the various factor affecting immediate consumer buying behavior regarding
mobile phones.
&o study the e!pectation of the lower middle class families from the different mobile
companies.
&o study the customer satisfaction level from different mobile companies.
&o study the different services providing by the mobile phones company to the cheapest
mobile user.
RESE&RCH METHODOLO98
8esearch ethodology was a way to systematically solve the research problem. &he 8esearch
ethodology included the various methods and techni@ues for conducting a 8esearch.
1arketing 8esearch was the systematic design, collection, analysis and reporting of data and
finding relevant solution to a specific marketing situation or problem?. D. Slesin:er "n%
M.Ste(henson in the encylopedia of Social Sciences define 8esearch as 1the manipulation of
things, concepts or symbols for the purpose of generalizing to e!tend, correct or verify
knowledge, whether that knowledge aids in construction of theory or in the practice of an art?.
;.1 RESE&RCH DESI9N
8esearch Design is an arrangement of conditions for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy on procedure. &he research
problem having been formulated in clear:cut term helps the researcher to prepare a research
design. &he preparation of such a design facilitates in conducting it in an efficient manner as
possible. It is a blue print for the fulfillment of obCectives and answering @uestions.
(A
Con<l!sion Oriente% Rese"r<h=>8esearch designed to assist the decision maker in the
situation. In other words it was a research where various views about the research had
been given.
Des<ri(ti?e Rese"r<h=>A type of conclusive research which had as its maCor obCective
the description of something:usually market characteristics or functions. In other words
descriptive research was a research where in researcher has no control over variable. 0e
Cust presented the picture which had already been studied.,se the descriptive research for
the research.
;. S&MPLIN9 DESI9N
Sampling can be defined as the section of some part of an aggregate or totality on the basis of
which Cudgement or an inference about aggregate or totality was made. &he sampling design
helps in decision making in the following areasG:
;..1 S"#(le Fr"#e:Sample frame refers from where the @uestionnaires were to be
filled. &he sample frame consists of investors of mutual fund.
;..$ S"#(le Unit> Sampling unit was the entire customer who purchases the mobile
phones with the reference of the lower middle class families.
;..; S"#(le Si@e> Sample size was the number of elements to be included in a study.
/eeping in mind all the constraints (** respondents were selected.
;..3 S"#(lin: Te<hniA!es> &he sampling techni@ues used was simple random
sampling techni@ue.
;.$ D&T& COLLECTION &ND &N&L8SIS
($
;.$.1 Metho%s of D"t" Colle<tion> 8esearch work was conclusion oriented and descriptive in
nature. Information had been collected from both #rimary and Secondary data.
Se<on%"ry So!r<es> Secondary data were those which have already been collected by
someone else which already had been passed through the statistical process. Secondary
data had been collected through websites and Cournals.
Pri#"ry So!r<es> #rimary data collected was fresh and for the first time and thus
happen to be original in character. #rimary data had been collected by conducting
surveys through @uestionnaire, which include both open: ended and close:ended
@uestions and personal and telephonic interview.
;.$. Tools of Present"tion "n% &n"lysis=>
&o analyze the data obtained with the help of @uestionnaire, following tools were used.
*ei:hte% &?er":e S<ore= &his tool was used to calculate highest and lowest rank.
T"bles= &his was a tool used to present the data in tabular form.
Per<ent":e6 B"r 9r"(hs "n% Pie Ch"rts= &hese tools were used for presentation.
4.4 5II&A&I='S =9 &0< S&,DN
Although the sincere efforts have been done to collect authentic and relevant information,
the study may had the following limitations G
(. 0ard <nough to 9etch InformationG #eople were not always open and
forthcoming with their views, even agitated and not disclosing.
A. 5imited ScopeG Scope of study is limited to Calandhar only and because of
limited time and money, the results of study may not be generalized for India
as a whole.
(4
$. 8esults may be InaccurateG &his study is based on the assumption that
perceptions are true and factual although at times that may not be the case.
4. <!istence of "iasesG &hough every care has been taken to eliminate such
biases, but considering the human factor the possibility of small bias having
come up cannot be ruled out altogether.
.. 3onsumer "ehaviorG 3onsumer behavior is dynamic in nature and thus over
the time, finding of today may become invalid tomorrow.
D&T& &N&L8SIS &ND INTERPRET&TION
&he data had been processed and analyzed by tabulation interpretation so that findings can be
communicated and can be easily understood. &he findings were presented in the best possible
way. &ables and graphs had been used for illustrations of findings of the research.
De#o:r"(hi< Profile of Res(on%ents=
T"ble 3+".= De#o:r"(hi< Profile
De#o:r"(hi< F"<tors No. of Res(on%ents Per<ent":e of Res(on%ents
&:e + in ye"rs.
(+:A. 4. 4.
A7:$. A$ A$
$7:4. A* A*
Above 4. (A (A
Tot"l 100 100
9en%er
ale 7) 7)
(.
9emale $( $(
Tot"l 100 100
&n"lysis "n% Inter(ret"tion= It was found that maCority of the respondents i.e.4.J were
between the age group of (+:A. and maCority of the respondents i.e.7)J were male.
St"te#ent 1= Res(on%ents H"?in: O'n Mobile Phone
T"ble 3.1= &?"il"bility of Mobile Phone
Le?el of &'"reness N!#ber of Res(on%ents Per<ent":e of Res(on%ents
Nes (** (**
'o * *
Tot"l 100 100
Fi:!re 3.1= &?"il"bility of Mobile Phone
&n"lysis "n% Inter(ret"tion=
(7
All the respondents have their own obile phone. (**J respondents are the mobile phone users
and they have their own mobile phone for the use.
St"te#ent = Ty(e of Mobile Phone %i% Res(on%ents P!r<h"se%
T"ble 3.= Ty(e of Mobile Phone P!r<h"se%
Res(onses N!#ber of Res(on%ents Per<ent":e of Res(on%ents
'ew obile #hone +- +-
Second 0and ($ ($
Tot"l 100 100
Fi:!re 3.= Ty(e of Mobile Phone P!r<h"se%
&n"lysis "n% Inter(ret"tion=
(-
9rom the above chart, it was clear that about +-J of the respondents were purchased new mobile
phone and rest ($ J using second hand mobile phone.
St"te#ent $= Fro# *here *o!l% Res(on%ents Li/e to P!r<h"se Mobile Phone
T"ble 3.$= P!r<h"sin: Pl"<e of Mobile Phone
N"#e of the Pl"<e N!#ber of Res(on%ents Per<ent":e of Res(on%ents
8etailer 44 44
obile 3ompanies 3are
3enter
A4 A4
Distributer $A $A
Tot"l 100 100
Fi:!re 3.$= P!r<h"sin: Pl"<e of Mobile Phone
&n"lysis "n% Inter(ret"tion=
9rom the above chart, it was clear that most of the customer prefers to purchase the mobile phone
from retailer. 44J mobile user like to purchase the mobile phone from retailer and $AJ
respondents like to purchase the mobile phone to distributer and other A4J liked to purchase the
mobile from the mobile companies care center.
(+
St"te#ent ;= Br"n% of Mobile Phone Do Res(on%ents H"?e
T"ble 3.;= Br"n% of Mobile Phones
Br"n%s N!#ber of Res(on%ents Per<ent":e of Res(on%ents
Apple .* .*J
Samsung 4* 4*J
0tc . .J
sony . .J
Tot"l 100 100
Fi:!re 3.;= Br"n% of Mobile Phones
()
&n"lysis "n% Inter(ret"tion
9rom the above chart, it was clear that .*J of respondents used apple mobile phone. 4*J are
samsung .J are htc users and .J use sony..
St"te#ent 3= Fe"t!re Do Res(on%ents Feel I#(ort"nt in Mobile
T"ble 3.3= Fe"t!res For Mobile Phone
Fe"t!res N!#ber of Res(on%ents Per<ent":e of Res(on%ents
#olyphonic &one - .
3larity of #hone $+ A-.(
obile 8ange 44 $(..
"attery "ackup .( $7.4
Tot"l 1;0
B
100
Fi:!re 3.3= Fe"t!res For Mobile Phone
&n"lysis "n% Inter(ret"tion=
A*
9rom the above chart, it was clear that about $7J of respondents are liked good battery backup
$AJ of the respondents like to prefer good range catching function in their phone.A-J
respondents like clarity of mobile.
St"te#ent 4= Re"sons for P!r<h"sin: Mobile Phone
T"ble 3.4= Re"sons for P!r<h"sin: Mobile Phone
Re"son N!#ber of Res(on%ents Per<ent":e of Res(on%ents
#ersonal usage +( -4
<mergencies + -
"usiness #urposes (- (.
Any other reason 4 4
Tot"l 110
B
100
Fi:!re
3.4=
Re"sons P!r<h"sin: Mobile Phone
&n"lysis "n% Inter(ret"tion=
A(
9rom the above chart, it was clear that about -4J of the respondents like to purchase their mobile
phone for personal usage. (.J mobiles are purchased for fulfilling the business purposes. -J
respondents like to purchase the phones for emergency.
St"te#ent -= Mo%es of the &%?ertise#ent Infl!en<e% Res(on%ents to B!y " P"rti<!l"r
Br"n%
T"ble 3.-= Mo%es of &%?ertise#ent Infl!en<e%
&%?ertise#ent Me%i" N!#ber of Res(on%ents Per<ent":e of Res(on%ents
&.B -A .+
'ewspaper A( (-
#oster (4 ((
8adio - 7
agazine ) +
Tot"l 100 100
Fi:!re 3.-= Mo%es of &%?ertise#ent Infl!en<e%
&n"lysis "n% Inter(ret"tion=
9rom the above chart, it was clear that about .+J of the respondents are influenced by the &.B,
(-J are influenced by 'ewspaper and other are influenced by #oster, agazine, 8adio ((, +, 7J
respectively.
AA
FINDIN9S OF THE STUD8
&he research was conducted on different people to know their perspective behavior on
purchasing a obile #hone and after conducting the survey, the various findings of the
research are mentioned belowG
All the respondent are obile ,ser.
All the respondents have their own obile phone.
ost of obile phones are purchased from the retailer and distributer. 44J mobile user
like to purchase the mobile phone from retailer and $AJ respondents like to purchase the
mobile phone to distributer and other A4J liked to purchase the mobile from the mobile
companies care center.
obile care center has very low percent in the market. 5ower middle class like to
purchase the mobile phone from the easily available location.
aCority of the people prefer Apple phone .9ew prefer Samsung phone and least prefer
0tc and Sony.
ost of respondents are liked good battery backup, some of the respondents like to prefer
good range catching function in their phone while some respondents like clarity of
mobile..
ost of the mobile customer are liked to purchase the phone for their personal use.
ost of the 8espondent are Influenced by &.B and ;ord of outh Advertisement.
3larity in obile phone and mobile range both are the main functions which are re@uired
by the mobile purchaser.
ore than .*J of the respondents are very satisfied from their mobile phone. =ther 4(J
respondents also satisfy from their obile phone, rest -J are neutral in this matter.
ONCLUSION &ND RECOMMEND&TIONS OF THE STUD8
A$
-.1 CONCLUSION
In this proCect It conclude that Samsung mobile phones are the most preferable mobile phone
among the lower middle class families. ost of the consumer purchases their mobile from the
distributer and retailer. In this we see that companies2 mobile care center fail to tap the mobile
phone market. After that most of the mobile purchaser uses the mobile phone for their personal
usage and most of them influenced by the &.B advertisement and word of mouth advertisement.
It can be concluded that most of the studies are conducted on the buying behavior of the mobile
phones. "ut it is not done on lower middle class families of India. So it has a great re@uirement to
conduct a study on the lower class families whose are also maCor buyers of the mobile phones.
3ustomer re@uires the different type of function in their mobile like clarity of the mobile, mobile
range etc. 3ompanies have to add more additional inputs in the mobile phone to attract more
customer of lower middle class families.
In the end the middle class families re@uires a good handset with the basic functions with
affordable price. 3ompanies have the good opportunity to capture the the mobile market to lower
middle class families.
A4
-. RECOMMEND&TIONS
&he research has been conducted to know 3onsumer "ehavior of 5ower iddle
3lass 9amilies &owards obile #hone #urchase. Barious view point has been given by different
people to know the behavior. Some of the valuable recommendations out of those suggestions are
included in this researchG
In the mobile market Samsung is undoubted a market leader. =ther companies have many
opportunity to tap the market by reducing the price line of their mobile phone models.
In the mobile phone market, mobile company care center has a huge chance to improve
their market share.
In the mobile phones, 3ompanies can add some additional input to that.
#rice is the main factor which influences the purchasing decision. obile companies
have to reduce the prices of their mobile phones by which they can attract more customer
A.
REFERENCES
"arutcu,#. (A**.).3onsumers Attitudes &owards obile arketing And obile
3ommerce In 3onsumers arketsG,niversity of Illinois at ,rbana:3hampaignOs Academy for
<ntrepreneurial 5eadership 0istorical 8esearch 8eference in <ntrepreneurship.
"e, 5. (A**.).ulti:agent odelling of 3onsumer "ehaviourG&owards %eneric 3ognitive
odellingG ILA ;orking $4AA
3hen, 5. (A**+).&he 3onsumer >ourney ;hen #urchasing A 'ew obile #honeG &esting
A Dual editation odelG International >ournal of Selection and Assessment, ($0N#<85I'/
PhttpGIIpapers.ssrn.comIsol$Ipapers.cfmQabstractRidS+-(A.+P(0N#<85I'/
PhttpGIIpapers.ssrn.comIsol$Ipapers.cfmQabstractRidS+-(A.+P40N#<85I'/
PhttpGIIpapers.ssrn.comIsol$Ipapers.cfmQabstractRidS+-(A.+P)0N#<85I'/
PhttpGIIpapers.ssrn.comIsol$Ipapers.cfmQabstractRidS+-(A.+P,0N#<85I'/
PhttpGIIpapers.ssrn.comIsol$Ipapers.cfmQabstractRidS+-(A.+P A$.:A4)
0anudin, A. (A**+).9actor Affecting &he Intentions =f 3onsumers In alaysia &o ,se
obile #hone 3redit 3ardsG Asia Pacific Journal of Human Resources. 47($), A7(:A-$.
>ukka (A**$).&he 3ritical 8ole =f 3onsumer "ehaviour 8esearch In obile 3ommerceG
Human Relations, 7$(+), ((A:((..
/araCaluotto,0. (A**.). >purnal =f <uro arketingG Productivity. $+(4), -):+4.
#akola,S. (A**.).&he Adoption =f obile #honesG Journal of Management. $A(.), 7A:7..
#akola,S. (A**.).An Investigation =f &he 3onsumer "ehaviour In obile arketG
Productivity. $+(4), -):+4.
Stewart,/. (A**+).3onsumersG Awareness of Attitudes &owards and Adoption of obile
#hone Security G Indian Journal of Training and Development. $-((), (74:(7+.
A7
Suleyman. Dr. (())-).Advances of &he 3ommunication And Information &echnology.
Journal of Management. $A(.), 7A:7..
CUESTIONN&IRE
I am R"h!l Sh"r#" pursuing B& from ApeeCay Institute of anagement, >alandhar. I will
conducting study on 1Cons!#er Beh"?ior of Lo'er Mi%%le Cl"ss F"#ilies To'"r%s Mobile
Phone P!r<h"seD6 So I re@uest you to spare few minutes from your busy schedule and fill this
form. I assure you that the information provided by you will be kept confidential.
De#o:r"(hi< Infor#"tion= >
'ame : RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
Age : (.:A.years
A7:$.years $7:4.years
Above 4.years
Address : RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
=ccupation : Student
"usiness
Service 0ousewife
If any other please specifyRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
3ontact 'o
:RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
CUESTIONS
A-
K(. Do you have own mobile phoneQ

(i) Nes (ii) 'o
KA. ;hat type of mobile phone did you #urchasedQ
(i) 'ew (ii) Second 0and

K$. 9rom where would you like to purchase your obile phoneQ
(i) 8etailer (ii) obile 3ompanies 3are 3enter

(iii) Distributer (iv) Any other ::::::::::::::::::::::::::
K4. ;hich "rand of mobile phone do you haveQ
(i) Apple (ii) Samsung
(iii) 0.&.3 (iv) Sony

A+
K.. ;hat feature do you feel important in your mobileQ
(i) 3larity of phone
(ii) obile 8ange (iii) "attery "ackup
K7. ;hy have you purchased mobile phoneQ
(i) #ersonal ,sage (ii) <mergencies

(iii) "usiness #urposes #lease specifyRRRRRRRRRRR
K-. ;hich modes of the advertisement influenced you to buy a particular "randQ
(i) &.B (ii) 'ewspaper
A)

(iii) #osters (iv) 8adio
(v) agazine
$*