A CONSUMER DECISION MAKING WHILE

PURCHASING MOBILE PHONES

Submitted to
Shalini Mittal

Signature of Candidate
Chandan Kumar
110101078
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Table of Contents

Topic
Introduction
Literature Review
Objective of the Study
Scope of the study
Methodology
Limitations of the Study
Data Analysis
Findings and Suggestions
Conclusion
Appendix
Bibliography

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INTRODUCTION

CONSUMER BUYING BEHVIOUR

The main aim of marketing is meet and satisfy target customers need and wants buyer
behaviour refers to the peoples or organization conduct activities and together with the impact
of various influence on them towards making decision on purchase of product and service in
a market. The field of consumer behaviour studies how individuals, groups and organization
select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and
desires understanding consumer behaviour and knowing customer are never simple. The
wealth of products and service produced in a country make our economy strong. The
behaviour of human being during the purchase is being termed as Buyer Behaviour.
Customer says one thing but do another. They may not be in touch with their deeper
motivations. They are responding to influences that change their mind at the last minute. A
buyer makes take a decision whether save or spend the money.

Buyer Behaviour:
Buyer behaviour is all psychological, Social and physical behaviours of potential
Customers as they become aware of evaluate, purchase, consume and tell others about
product & service.

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Consumer Buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that
trigger a particular need. By gathering information from a number of consumers, Marketers
can identify the most frequent stimuli that spark an interest in a product category. They can
then develop marketing strategies that trigger consumer interest.

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2. Information Search:
The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family members,
business association, commercial, chamber of commerce, telephone directory, tradefair etc.
Marketers should find out the source of information and their relative degree of importance
the consumes.
Personal Sources: Family, friends, neighbour, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources : Handling. Examine, using the product.

3. Evaluation of alternative:
There is no single process used by all consumers by one consumer in all buying situations.
There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need. Second, the consumer is looking for certain
benefits from the product solutions. The marketer must know which criteria the consumer
will use in the purchase decision.

4. Purchase:
From among the purchase of alternatives the consumer makes the solution. It may be to buy
or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy? From whom to buy a bike
How the payment to be made? And so on. The marketer up to this stage has tried every means
to influence the purchase behaviour, but the choice is properly consumers. In the evaluation
stage the consumer forms preferences among the brands in the choice set. The consumer may
also form an intention to but the most
preferred brand.

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5. Post Purchase Evaluation:

After purchase the product, the consumer will experience the same level of product. The
Marketers job not end when the product is buying must monitor post-purchase satisfaction,
post purchase action, post-purchase use and disposal.
Characteristic of Buyer Behaviours
The chief characteristics of the buyers behaviours are as follow:(1) It consists of mental and physical activities which consumers undertake to get goods and
services and obtain satisfaction from them.
(2) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.
(3) Consumer behaviours are very complex and dynamic to constantly changing. And
therefore, management needs to adjust with the change otherwise market may be lot.
(4) The individuals specific behaviours in the market place is affected by internal factor, such
as need , motives, perception, and attitudes, as well as by external of environmental
influences such as the family social groups, culture, economics and business influences.

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LITERATURE REVIEW:
Mobile handset has shifted from being a technological Object to a key social object as
communication with others is the main purpose for mobile Handset purchasing. However,
facilitating family or friend coordination and intensifying Social interaction are the crucial
factors for using a mobile handset. According to Castells et al., (2014, p.85), obtaining a
mobile handset is a milestone that indicates success, Not only financially but also culturally
in term of the integration within the society. Richard Lee, Jamie Murphy, University of
Western Australia (2013), their study investigates Consumer Buying Behaviour and
Motivational Factors of Mobile Handset:
A Study using: National Conference on Emerging Challenges for Sustainable Business 2014
1201 determinants that mobile phone customers to transit from loyal to switching .It
concluded that there are different factors which affect the customer to switch from loyalty to
switching intentions such as price, quality, brand, style functions etc. But, the rating is the
most important factors which affects the customers to switch to another provider.

OBJECTIVE OF THE STUDY:

1. To find the attributes which influenced the customers in selecting particular
Mobile handsets?
2. To study the consumers behaviour towards different mobile handsets.
3. To know specific aspects related to the buying behaviour of the mobile users.
4. To know the consumer preferences and choices.

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SCOPE OF THE STUDY:

The present study is contained to Greater Noida city and it is decided as to consider different
mobile handsets like Nokia, Sony Ericson, LG, Samsung, HTC, Motorola, etc. rendered to
the customers. The main objective of this study is to analyse the consumer behaviour during
taking new mobile handsets.

METHODOLOGY:
DATA COLLECTION
PRIMARY DATA:
Survey method was used to collect the primary data from the respondents. A structured
questionnaire was prepared to extract responses from the respondents.
Questionnaire:
Questionnaire development is the critical part of primary data collection job.
For this I have prepared a questionnaire in such a way that it is able to collect all relevant
Information regarding the project. In this questionnaire, I have used mostly close-ended
questions that are easier to be answered by respondents (consumers) and also easier for
interpretation and tabulation & one open-ended question to take the opinion of the
respondents in their own words. The questions were asked to the consumers covering
perception towards their purchase, price of the product, purpose for using the product,
characteristic of the product, brand image, effectiveness of the advertisements, sales
promotional activities, overall opinion about the product, etc.
SECONDARY DATA:
Secondary data was collected from books, articles, Internet and previous research papers that
had been conducted by the company representatives and officials.

LIMITATIONS OF THE STUDY

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1) The study was conducted in 7 days that is not enough for such a vast
topic.
2) No proper data was available.
3) There is a big number of mobile companies carry out the research more
efficiently.
4) As the nature of research was exploratory so it was difficult to cover each
and every buyer.
5) Many buyers dont express their original perception and views because of
biasness.

DATA ANALYSIS
Table showing preference of mobile phone
Brand
Nokia/Micros

No. of
respondent
4

oft
Sony

10.3%

HTC

23.1%

Samsung

7.7%

Apple

5.1%

Micromax

7.7%

LG

5.1%

Motorola

20.5%

Others

10.3%

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Percentage (%)
10.3%

Table showing influencing factors of purchasing:

INFLUENCING

No of respondent

Percentage

FACTOR
Price/Offers
Brand Value
Offline Availability
Feature Rich

18
8
4
7

46.2%
20.5%
10.3%
17.9%

Table showing preference of purchasing of mobile handsets

Attributes

No of respondent

Percentage

Design

27

69.2%

Brand

27

69.2%

Durability

27

69.2%

Sound quality

14

35.9%

Battery life

26

66.7%

Display

19

48.7%

Camera

20

51.3%

FINDINGS :
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1. Majority of the sample respondents are influenced by Price, Offers and Design while
making selection of brand.
2. Majority of respondents prefers Motorola brand over others.
3. Other influencing factor while purchasing mobile is price of the phone, design, brand
value and camera quality.

CONCLUSION:
According to current scenario Motorola having the highest market share reason
being according to respondent Motorola having a latest operating system i.e.
Android Lollipop.
HTC standing next to Motorola just because of price issue s felt by the
consumers.
Next to Moto and HTC customers prefer smartphone phones from Nokia, Sony
and some other brands such as: Xiaomi, Xolo, etc.

APPENDIX
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QUESTIONNAIRE:
Respondent Details
Name:
Age:
Gender:

Q1 which mobile do you prefer?

A) Nokia/Microsoft
B) Sony
C) HTC
D) Samsung
E) Apple
F) Micromax
G) LG
H) Motorola
I) Others

Q2 How long ago did you purchase it?

A) Less than three month ago
B) 3-6 month ago
C) 7-12 month ago
D) Within past 2 years
E) More than 2 years ago
Q3 Which of the following statement is best choice you when purchasing a
mobile phone?
A) Style
B) Infotainment
C) Multimedia

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D) Business
E) Connected

Q4 Which one of the following option you choose when purchasing a mobile
phone?
A) Messaging
B) Social Networking
C) Camera
D) Music
E) Calls

Q5 For what reason you choose the mobile brand?

A) Brand Value
B) Cost
C) Customer Service
D) Offers
E) Features

Q6 Which factors influenced you in purchasing the mobile brand you are
currently using?
A) Price/Offers
B) Brand value
C) Offline Availability
D) Feature Rich
Q8 You consider owing a mobile handset as a
A) Necessity
B) Status
C) Luxury
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Q9. Which one of the following best describes your current employment status?
A) Employed full time
B) Employed part time
C) Self employed
D) Full time home maker
E) Full time student

Q10. Which one of the following features you choose when purchasing mobile
phone?
Attributes
A) Design
B) Brand
C) Durability
D) Sound quality
E) Battery life
F) Display
G) Camera

BIBLIOGRAPHY:
Wikipedia: (www.wikipedia.com)
www.mouthshut.com
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www.decisionanalyst.com
www.googleanalytics.com
www.studymode.com

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