CONSUMER’S BUYING BEHAVIOUR

GROUP MEMBERS

1. Aayush Rajopadhyaya

2. Asmita Khanal

3. Bidhya Dangol

4. Presa Shrestha

WHAT IS CONSUMER BUYING BEHAVIOUR?

Behavior that consumer display in searching for,

purchasing, using, evaluating and disposing of products

and services that they expect will satisfy their needs.

OBJECTIVES OF STUDY

• Primary Objective: To study te buying behavior of mobile phone users in Kathmandu,

Bhaktapur and Lalitpur.

• Secondary Objectives:

1. To know and understand the brand preferences of mobile phone users

2. To study the usage pattern of mobile phones

3. To probe the reasons or causal factors behind the purchase of mobile phones

4. To identify the mobile phone buying decision factor

RESEARCH METHODOLOGYData Type – Data collection was done through primary and

secondary source

Tools For Data Collection- Questionnaires were given out

Sample unit- General People

Sample Size- 55 questionnaires were filled

 

CONTD.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

PEOPLE WHO OWNS A SET

89%

11%

People who owns set No set

Majority of the people today owns a set.

CURRENT V/S PREFERRED HANDSET

CURRENT SET

Nokia18%

Samsung41%

Apple12%

Karbon10%

LG2%

Micromax2%

Colours4%

Others10%

PREFERRED SETNokia11%

Samsung41%Apple

30%

Colours3%

HTC11%

Blackberry3%

Others3%

FREQUENCY OF USING A PARTICULAR PHONE

Below 1 1 - 2 3 - 4 Above 50

5

10

15

20

25

22

18

8

2

Years

No.

of P

eopl

e

OPERATING SYSTEM

Current

Android

iOs

Symbian

JAVA

Windows

Chinese

0 5 10 15 20 25 30 35

Frequency

Ope

rati

ng S

yste

m

Preferred

Windows

Android

IOS

Symbian

JAVA

Chinese/Indian

Others

0 5 10 15 20 25 30 35

FrequencyO

pera

ting

Sys

tem

KIND OF MOBILE SET

Keypad4%

TouchScreen90%

Slide2%

Fold4%

• Touch screen has the majority of preference with a mammoth 90 %.

SOURCE OF INFORMATION (BEFORE)

T.V. Internet Magazines Hoarding board

Friend Family Catalogue Others0

5

10

15

20

25

30

35

No.

• People mostly got the information through TV and from word of mouth.

SOURCE OF INFORMATION (NOW)

News-paper

TV magazines Word of mouth

Internet Friends others Others0

5

10

15

20

25

30

no.

• Internet is the major source of information for most of the users.

PRICE CONSCIOUS

89%

11%

YesNo

BRAND LOYALTY

Ye s N o22

23

24

25

26

27

28

29

30

31

30

25

Freq

uenc

y

Majority of the consumer’s were loyal to

NOKIA SAMSUNG APPLE

REASON FOR PURCHASE

Current

0 1 2 3 4 5 6 7 8 90

5

10

15

20

25

30

Series1; 25

13

6

17

6

2

13

7

Preferred

0 1 2 3 4 5 6 7 80

2

4

6

8

10

12

14

16

Series1; 14

3

8

15

7

22

SOCIAL INFLUENCE

Current

Friends38%

Parents31%

Relatives8%

Children15%

Salesperson8%

Preferred

Friends34%

Parent

s19%

Childre

n9%

Salesperson

8%

Husband/Wif

e17%

Other13%

Friends Parents Relatives ChildrenCelebrity Salesperson Husband/Wife Other

PLACE OF PURCHASE

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.50

5

10

15

20

25

Series1; 10

15

5

23

1

CELEBRITY ENDORSEMENT

Strongly Agree

Agree

Neutral

Disagree

0 5 10 15 20 25

4

15

21

11

SATISFACTION/DISSATISFACTION

80%

20%

YesNo

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70 80 90 100

34%

38%

22%

6%

Phone size matters

Strongly Agree

Agree Neutral Disagree Strongly Disagree

56

34

10

0 0

Screen resolution should be high

PARAMETERS OF SATISFACTION

Strongly A

gree

Agree

Neutral

Disagre

e

Strongly D

isagre

e0

10

20

30

40

50

60

Large storage space is a necessity

Axis Title

Axis Title

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60

Shape of the phone is important

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70

Battery back up should be good

RECOMMENDATIONS

• The survey and analysis that we have conducted has brought out certain interesting facts

• and 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.

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…….

• 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 Kathmandu valley.

LIMITATIONS OF THE STUDY

THANK YOU!!