Institute of Management,

Nirma University

Master of Business Administration Full Time

(Batch: 2015-17)

Term – I Research Methodology

Group Research Proposal:

Topic: The study of consumer buying behaviour of mobile phones in Ahmedabad.

Submitted to :-

Prof. A.B Brahmbhatt

Date of Submission: 31 .08 .15

Submitted by:

Rahul Goswami (151240)

Harshit Arun (151229)

Aman Vijay (151211)

Dharmik Sankhavara (151224)

Nishit Adeshara (151236)

Written Research Proposal

Title:

The study of consumer buying behaviour of mobile phones in Ahmedabad.

Background:

Buying Mobile phones has been quite popular everywhere. There has been different uses of

Mobile phones and the people take that into account while making a decision on a phone.

Similarly, in Ahmedabad what are the factors behind a certain buying behaviour? And the

reasons behind such behaviour needs to be known to understand the buying behaviour.

Companies which sell mobile phones in Ahmedabad would be keen on knowing the

conclusion about this research and how they can tap on the buying behaviour and get more

customers or make existing Customers loyal.

Research Objectives:

1. To identify the current buying behaviours of Customers in Ahmedabad.

2. To examine the factors behind the present Buying Behaviour.

3. To establish a Relation between their buying behaviour and how it is being

manipulated by the companies and their strategies.

4. How the Buying Behaviour of customers is being manipulated by Phone

Companies.

5. To draw conclusions on how customers in Ahmedabad behave under certain

marketing stimuli of Phones and how it is related to final purchase of the Mobile

Phones.

Method:

1. Firstly there has to be proper review of the Literature on the past and present trends

of buying behaviour of people in Ahmedabad when it comes to buying of Phones.

2. Primary Research has to be carried out in different places from where people buy

mobile phones in Ahmedabad. Primary research can be carried out outside the

places like Mobile Stores, Company Outlets, and Retail out lets which sell mobile

phones etc. There we can get the people who are actually making the buying

decisions and if we could get their insights there, it would be quite relevant and

accurate for the research. We can also know their choice difference in stores/Outlets

as well as brand preferences.

3. For this we can Design a Questionnaire with questions to know their preferences and

choices they make while they choose for a mobile phone and decide on buying it.

Each questions will then lead to a hypothesis (e.g. A particular outlet has customers

only buying brand ‘A’ phones and they like to pay by cash while making purchase).

The Questions in the questionnaire will seek to test and know the choices the

customers make and reasons behind it.

4. The Responses of the Questionnaire are then recorded and analysed using Software

and statistical tools , so that the results are interpreted and the conclusion drawn

can be used to provided valuable insights on the Subject of Mobile phone purchase

behaviour in Customers in Ahmedabad .

Beneficiaries:

1. Mobile Phone Companies.

2. Other Organisations Seeking Such research data on Consumer Behaviour on buying

of Mobile Phones in Ahmedabad.

3. Customers ( Who are keen to know what are the present behavioural trends in

Mobile phone Buying )

4. Researchers and Organisation associated with it.

Deliverables:

1. A detailed Database of customers with their choices, including a detailed analysis on

the data collected.

2. The data comparison with the previous trends in the specific segment.

3. All the objectives are to be met within the proposed deadlines so as to finish the

research on time.

4. The necessary details of the research as and when required.

Timescale:

August (20th to 23rd): Review of the Literature.

August (24th to 26th): Drafting of Literature Review.

August (27th to 29th): Review Research Methods and Research Strategy.

August (30th ) to September (3rd ) : Formal Access of the Market for collection of

primary Data.

September (4th to 8th ): Compile , Compute and Revise Questionnaires .

September (9th to 13th ): Administer Questionnaires.

September (14th to 16th ): Completion of Final Draft of Project Report.

September (17th to 19th ) : Writing of Project Report.

Resources:

Access to Computer Hardware and Software as and when required.

Access to the target markets.

Access to the statistical Software.

Research team is trained and briefed about the prerequisites of the Project report.

References:

Secondary Data available for the previous Years of market research on the segment

targeted, Data from the Govt. Websites. Journals and articles for the Literature on the

Research topic.