Mobile Purchase India
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Transcript of Mobile Purchase India
Sabyasachee Biswal
MOBILE Purchasing in INDIA
An Buying behavior Prospective
Sabyasachee Biswal
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