Study of consumer behavior in selecting mobile phones (1)
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Transcript of Study of consumer behavior in selecting mobile phones (1)
Study of Consumer Behavior in Selecting Mobile Phones
BySaranya RoyNahid Anjum
Prateek ChaudhuriArunabha Bagchi
Subhodeep Kumar Dey
Conducting the Survey: An Overview “Need Set” Identification “Evoked Set” Identification Information Search Evaluation of Alternatives “Choice Criteria” Identification Decision Making Process - Automatic/ Limited/ Extensive? Post Purchase Behavior
Agenda
Sample Size : 70 Method of the survey : Face to face interview Age bracket of respondents : 10 to 59 yrs Gender distribution of respondents: 40 male, 30 female
Conducting the Survey: An Overview
Conducting the Survey: An Overview
Our Question was: “What needs are satisfied by your mobile phone?”
Our finding is: ~ Basic Telephony (Telephone and SMS services) is the most responded need among the users.
~ A good quality camera is becoming a necessity now a days.
~ None mentioned about 3G. It clearly shows that 3G has not been able to come into consumers’ need set yet!
“Need Set” Identification
Needs
Our Question was: “Which brands come into your mind when you think of mobile phones?”
Our finding is: ~ Clearly, Nokia comes into consumer’s mind most often. ~ Indian Brands (like Micromax, Spice, Simoco etc.) are coming into picture gradually. ~ Even BlackBerry is putting up head-to-head competition with Samsung and Sony Ericsson.
“Evoked Set” Identification
Information SearchN
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Sources
Our Question was: “Where do you search for information about mobile phones prior to purchase?”
Our finding is: ~ According to our survey, consumers are mostly influenced by their friends and family. ~ Apart from ‘googling’ some websites and blogs (like www.GSMArena.com etc.) are also prime sources of information.
Our Question was: “What are the differentiating factors for evaluating the alternatives?”
Our finding is: ~ ‘Price’ is the most valuable differentiator . ~ As multimedia sets are very popular today, consumers give utmost importance to good sound quality.
~ Importance of a good camera is equally unparalleled.
Evaluation of Alternatives
Choice Criteria Identification
Our Question was: “What are the features you think you have to have in your mobile ?”
Our finding is: ~ ‘Mega-Pixel Race’ has a deep impact on consumers’ mind.
~ A good media playback capability is also prefered by most of the customers.
Decision Making Process - Automatic/ Limited/
Extensive?
Our Question was: “How much time do you take for searching information before coming into a decision?”
Our finding is: ~ Half of the respondents exhibit programmed buying behavior. ~ 21 respondents exhibit limited buying behavior.
~ 14 respondents exhibit extensive buying behavior.
Post Purchase Behavior
Our Question was: “Are you satisfied with your mobile phone?”
Our finding is: ~ Approximately half of the respondents are satisfied and the other half are unsatisfied. ~ So we cannot conclude about the post purchase behaviorLink of Excel Sheet
Thank You . . . .