REPORT

ON
MOBILE HANDSET PURCHASE
AN INVESTIGATION INTO RESEARCH OF MOBILE
PHONE PURCHASE"
AN ANALYSIS OF BUYING BEHAVIOUR OF
CONSUMERS
A COMPARISON OF VARIOUS BRANDS & ITS
FUNCTIONS
DONE BY ACHINT MASIH, VISHAL MALHOTRA, ALLWYN
THOMAS
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE BBA COURSE
FROM YMCA INSTITUTE, NEW DELHI-110001
DATE: 8-10-2014

LETTER OF TRANSMITTAL
Date : 8-10-2014
Prof.Ranjan Paul
Subject of Research Methodology (PTU)
YMCA Institute, New Delhi-110001
Dear Sir,
Sub: Submission of assignment on Mobile handset
purchase

Here is the assignment that we are assigned on the

topic as per your request. The assignment has been
completed by the knowledge that we have gathered
from the course of BBA.
We are thankful to all those persons who have
provided us important information & gave us valuable
advice. We would be happy ,if you read the report
carefully & we will be trying to answer all the
questions that you have about the assignment.
We have tried our level best to complete this
assignment meaningfully and correctly as much as
possible. We do believe that our tiresome effort will
help you to get ahead with this sort of venture. In this
case, it will be meaningful to us. However, if you need
any assistance in interpreting this assignment please
contact us without any kind of hesitation.
Thanking you,
Yours obediently,
Achint Masih
Vishal Malhotra
Allwyn Thomas

Executive summary
The concept of buying behavior is of prime
importance in marketing and has evolved over the
year. It is important to understand consumer buying

behavior as it plays a vital role in creating an impact

on purchase of products.
The human wants are unlimited and they always
expect more and more. Mobile handsets are no
exception to this behavior. This lead to constant
modification of mobile handsets and today, we see a
new model coming into the market practically every
month.
In this research, our findings gave us thorough
insights of consumer buying behavior of mobile
handsets. We found that consumers consider various
parameters while buying mobile handsets. Factors
such as price & functions availing & the utility and its
hedonic aspects our considered very important.
Also, we have been able to infer that people sub
consciously register the brand, tend to recall. We also
came to understand that most dealers have showed a
tendency to market the mobile handsets as per
consumers requirements.
On the whole the market is a very important place to
study the behavior of consumer & it also provide
useful insights what a consumer requires in a
product. It is only through research that a company
will be able to study the buying behavior of
consumers.
Introduction

The Report is based on the topic of mobile handset

purchase . It basically talks about the mobile phones
and it is treated as a vital instrument carried by
individuals to be informed & to connect with the world.
The report contains the objectives to understand the
consumer behavior while buying, and factors affecting

consumer choice & to know satisfaction level of the

consumer.
It includes the parameters considered like income group,
age group, education & residence. So according to these
factors,
the
hypothesis
and
research
design
is
accomplished.

Review of literature
Moreover, 80% of the population use the smartphone
and prefers the price range of less than 10000 & the
range of 10001-20000. Meanwhile, the users mostly
preferred the operating system of android, ios &
windows.
Most of the customers recently bought the phones
like, Nokia, Samsung & Sony. If we look at their
favorite mobile phone brands, Apple iPhone, Nokia &
Samsung are dominant and their most trusted brand
is Nokia and Apple respectively.
The customers have mostly heard-off the brands like,
Nokia, Apple & Samsung. The period of changing their
phones is more than 1 year and they mostly prefer
purchasing their handsets from local retail outlets
and company outlets.
Most of the customers preferred purchasing online
through Flipkart, Amazon and Snapdeal. But, the
reasons for changing their current mobile phone is
either it is out of fashion or it is broken or stolen. The
information about the handsets is generated through
newspapers and magazines and through friends and
colleagues.

93.33% of the population is planning to buy a new

phone while 6.67% of the population still want to
continue using their present phone.
Satisfaction level of the customers is high in case of
Apple iphone, Nokia and htc.
Research methodology
Scope of study:
it is used to get the firsthand
knowledge about the buying behavior of consumers
towards different brands of mobile handsets. Through
which mediums & assumptions, they purchase the
phones.
Research design: the project is descriptive as it
describes data & characteristics associated with the
population using mobile phones. Descriptive research
is used to obtain information concerning the current
status of the phenomena to describe what exists
with respect to variables in a given situation.
Data collection
1. Primary data : It is original in nature in the
shape of raw material. For the purpose of
collection of primary data, a well-structured
questionnaire was framed which was filled by the
respondents.
The questionnaire comprise of
close ended as well as open ended questions. In
close ended questions dichotomous, ranking,
checklist questions & multiple choice questions
are used.
2. Secondary data:
required data was collected
from books, magazines, journals & internet.
3. Sampling design: sampling refers to selecting
some of the elements in a population by which
one can draw conclusion about the entire
population.

4. Sampling unit : sampling unit is the single of the

population. A single individuals who own a
mobile phone form the sampling unit of the
study.
5. Extent : it refers to the geographical areas where
there is a scope of population. The extent of the
study is 30 persons.
6. Sampling technique: convenience sampling -13
out of 30 , Random sampling- 11 out of 30 &
telephonic sampling -6 out of 30.
7. Sample size: the number of respondents included
in the study was 30
for convenience
in
evaluating & analysis the data & because of time
constraints.
Limitation of the study:
Sincere efforts have been to collect
authentic
&
reliable
information
respondents. However the report is subject
to following limitation:
1. Some respondents were reluctant to
give the information, so their responses
may be biased
2.
Sample may not be the true
representative
of the universe as it is limited upto 30 persons.
2. Study was conducted in Central, South
and East Delhi. The outcome of research
might differ in North, West and NCR
regions of Delhi.
3. A study by Motorola found that one in
ten cell phone subscribers have a
second phone that often is kept secret
from other family members. These
phones may be used to engage in
activities including extramarital affairs
or clandestine business dealings. This

proves to be an exception
research.
Findings of the study:
Suitable charts & diagrams :
1.
Population use of smartpones

0.8

YES

to

our

Price range prefrred for purchase

30000+

3.33%

23.33%

20001-30000

10001-20000

36.66%

>10000

36.66%

0.00%

5.00%

10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

Column2

3.

40.00%

Operating system preferred

7%

7%

17%

50%

20%

Android

ios

Windows

S ymbian

anyother

4.
Moblie Phone bought recently
18.00%

16.66%

16.00%
14.00% 13.33%13.33%
12.00%

10.00%

10.00%
8.00%

6.66% 6.66%

6.66% 6.66%

6.00%
4.00%
2.00%
0.00%

3.33%

3.33%

5.

Favorite mobile phone brands

33%

35.00%
30.00%
25.00%

23%

23%

20.00%
15.00%
10%

10.00%

7%
3%

5.00%

3%

0.00%

0%

6.

Brand most trusted

3%
12%
27%

Samsung

Sony

12%
Micromax

LG

Karbon

HTC

Nokia

Apple iphone

6%
6%
33%

lava

motorolla

7.
Brand most heard off
40%
35%
30%
25%
20%
15%
10%
5%
0%
Samsung

Sony

Micromax

LG

Karbon

HTC

Nokia Apple iphone

8.
Period of changing their mobile phones

13%

87%

less than 6 months

more than 1 year

7-12 months

9.
Place of purchase

20%
Local retail outlets

Company outlets
10%

Online shopping
47%

Authorised dealers

23%

10.

Most preferred mobile phone website

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Column2

11.

Reason for changing their current mobile phones

0.25
23%
20%

0.2

20%

0.15

10%

0.1

0.05

0
Broken / stolen

Lack of f unction

Out of f unction

No reason

12.

Information about mobile phones

35.00%
30.00%
25.00%
26. 66%
20.00%
15.00%
10.00% 16.66%
5.00%
0.00%

30.00%

10.00%
3.33%

3.33%

3.33%

6.66%

13.

Plans to buy a new phone

NO
6.66%
YE S

93.33%

anyother( Goinee)
3.33%
Apple
Nokia

36.66%
16.66%

HT6.66%
C
Karbon

0.00%

LG

0.00%

Micromax
3.33%
S ony
6.66%
S amsung 13.33%
0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

14.
Factors for buying a phone
100% 90.00%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

76.66%
56.66%

53.33%
26.66%

Very I mp.

Linear ( Very I mp.)

Less I mp.

Not I mp.

15.
Satisfication level
90.00%

83.33%

80.00%
70.00%
63.33%
60.00%

56.66%

50.00%

40%

40.00%
30.00%
20.00%

63.33%

70.00%

47%

37%
30.00%

33.33%

33.33%

37%

20.00%
20.00%
16.66%

20.00%

17%

10.00%
0.00%

64%

20.00%
10%

3.33%
Samsung

Sony

Micromax

LG

Karbon

HTC
0.00% Nokia

Satisfied

Linear (Satisfied )

Neither/Dissatisfied

Dissatisfied

17%

Apple
0.00%

16.
Gender/ Sex

Male

34%

Female

66%

Age

20%
33%
17%

30%

18-24

17.

25-30

31-40

41+

Job
35%
30.00%
30%

26.66%
23.33%

25%
20%

13.33%

15%
10%

6.66%

5%
0%
Managerial

18.

P rof essional

S tudent

Clearical

S killed traders

Martial status

S ingle

Married

50%

50%

19.
Monthly Income

20%

30%

20%

10%
20%

>10000

10001-30000

30001-40000

4000+

20001-30000

20.
Conclusions and recommendations
According to the Research Plan, all mobile
phones have a number of features in

common, but manufacturers differentiate

their
own
products
by
implementing
additional functions to make them more
attractive to consumers. This has led to
great
innovation
in
mobile
phone
development over the past 20 years.
Consumer buying behavior: only 80% of the
population use of smartphones & the price
range in which they prefer is less than 10000
and between 10000-20000. Most of the
consumers recently bought handsets of
Nokia, Samsung & Sony. Their favorite
mobile brand is Apple iPhone & most
trusted brand is Nokia. They mostly
change their handsets after a period of 1
year. Their place of purchase is local retail
outlets as well as company outlets. Online
shopping is most preferred through Flipkart.
Price & Technology factors mostly affect the
buyer decisions for purchasing the phones &
Apple iphone is most likely to be bought by
many in near future.
Taking satisfaction level into account, Apple
iphone is the most preferred handset and
has received mostly positive reviews.
Out of those 30, people between the age
group of 18-24 and 25-30 are major
respondats belonging to the income group of
>10000, 20000-30000 and 30000+. Also the
single and married persons share an equal
proportion.
Mobile commerce is not just about digital
downloads, but is really linking digital
marketing with real world commerce. In
tough economic times consumers are
searching for the best deal. The mobile

internet is allowing consumers to search &

find this in the best price in the best
location.
Among the teenagers, mobile phones are
something else which cannot be apart from
them, as the best electronic gadget. They
use the phones for studies ,particular
information, entertainment purpose, etc.
The
great
impact
of
mobile
phone
purchasing, is led by the mobile service
providers have decreased the cell rates, so
low that is affordable by everyone &
meanwhile increases the sale of the mobile
service
providers.
In
cheap
rates,
smartphones are available at present.
The brand loyalty to the consumers are
mostly prefer the Nokia & consumers have
the familiarity with brand of Apple iPhone.
SO, ACCORDING TO OUR RESEARCH WE HAVE
PROVEN EVERY HYPOTHESIS TO BE VALID.

Appendix
The detailed information about the
questionnaires & the codings as follows:

Bibliography
Marketing research & consumer behavior ( S.
SUMATHI & P SARAVANAVEL)
Pakola J. and Sevento R.(2003), An investigation of
consumer behavior in mobile phone markets in
Finland, accessed from www.oasis.oulu.fi

 Websites:
http://www.telecomindiaonline:com/indian_telecom_st
ats.html
http://www.convergenceinda.org/ci%20
pdf/telecom.pdf