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MOBILE Purchasing in INDIA

An Buying behavior Prospective

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Flow of topic

Customer segmentation Need of new device Purchase influence parameters &

drivers Post purchase behavior

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Customer segmentations

Low end

users

Mid range users

Premium users Special categor

y

Mobile Market

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Low end users(using for last # years)

Mobile usage according to NEEDOnly for talk & messagesNeed basic functions like FM & Music player*

○ *in built with limited storageNeed a long battery lifeVGA camera (with or without)Easy & affordable availability of repair/serviceHandsome costRough use purposeDaily necessity functions like a torch, hands free cord

etc

(Range between 800-1000K to 3000K appx.)

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Mid range users (check my mobile)

Include some functions according to TRENDFMMusic players with memory card storage up to 4 GB*Camera with 1.3 mega pixel to 2 mega pixel

with/without LED flashPush mail servicesMulti sim card enabledBlue tooth & USB port connectivityGPRS/MMS accessibilityCall conference functionsSocial networking apps & basic messenger functions

(Range 3000k- 10000k appx.)

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Premium category(Boss’s mobile or what a hand set !)

According to LIFE STYLELook of mobile (ex- Metallic body, leather back

cover, color, sleek & big screen display etc.)Type like Query key board/touch segmentsFunctionality like

○ Camera with 4 MP or more with flash○ Doc. viewer/editor○ Instant mail & messenger services○ 3G & Wi-Fi services○ Other downloadable & pre installed apps.

(Range 10000k & Above appx.)

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Special category(Check my latest one/device !!) Platforms/ operating system of mobile

Symbian/Android/Windows etc. Image capturing capabilities (resolutions) Sensor enabled Apps supported & availability 3G extended functions Screen display type (ex-LED/LCD displays etc.) Screen size User friendly input (tab/key etc.) Multi connectivity & support Processors, inbuilt & optional memory storage Better browsing experience Prefer sleek & Tab designs

(Price is least concerned here*)

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Need of New !!

Replace/additional one

Low (Damaged)

Premium

(Social status)

Special

(Tech savvy)

Mid

(just like change)

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Purchase influence Parameter/Drivers

Brand value Comparative/relative Cost End seller influence (*shop keeper/retailer) Reference influence Promotional activities (* @ store) Product availability Resale value Life cycle

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Post purchase behavior !? Seek attention Availability of service from service provider

(*through alliance between manufacturer & service provider)

Guide & support from manufacturer in optimal usage

Availability of software from manufacturer & updates at free of cost

Error free usage at least for *1 year

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Thanks for your patience