pre thesis ppts as on 5th may,2014 (6).ppsx

7/25/2019 pre thesis ppts as on 5th may,2014 (6).ppsx

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Sheetal Singla Dr. Sanjeev Bansal

Regn. No: SLIET/Ph.D/86/09 Proessor

SLIET! Dee"e# $niversit%!

Longo&al

An Investigation Of Consumer Behavior

Towards Mobile

Phone Markets- A Comparative Stud In

!udhiana " Sangrur #istri$t


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Contents'. Intro#()tion

*. Literat(re Revie&

+. Resear)h ,etho#olog%

-. ons("ers $sage Patterns or ,oile Phones

. ons("er1s Preeren)es to&ar#s B(%ing o ,oile

2hones


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6. Inl(en)e o 3a"il% ,e"ers in P(r)hase o ,oile

Phone

4. Role o Inor"ation so(r)es in the P(r)hase o ,oiles

8. ons("er B(%ing Behavior to&ar#s ,oile Phones

9. 3in#ings! S(ggestions 5 Re)o""en#ations

'0. on)l(sion

''. Biliogra2h%


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ons("er ehavio(r is relativel% a ne& iel# &hi)h gaine#

2ro"inen)e slo&l%. It ha# orro&e# its )on)e2ts ro" so"e o the

s)ientii) #is)i2lines lie 2s%)holog% 7the st(#% o the in#ivi#(al!

so)iolog% 7the st(#% o gro(2s! so)ial 2s%)holog% 7the st(#% o ho&

an in#ivi#(al o2erates in gro(2s! anthro2olog% 7the inl(en)e o

so)iet% on an in#ivi#(al! 5 e)ono"i)s to or" the asis o this ne&

"areting #is)i2line.

INTRD$TIN


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Stages in De)ision ,aing Pro)ess

CO%S&M'( #'CISIO% MA)I%* P(OC'SS

Prole"

Re)ognition

Inor"ation

sear)h

Eval(ation 5

Sele)tion o

lternatives

De)ision

I"2le"ent

ation

Post

P(r)hase

Eval(ation


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Consumer Behaviour By Various Authors

7

Solomon et al, (2002) describes consumer behavior as it is

the study of the processes that are involved hen people

select, ma!e a purchase and use products, services or

e"periences in order to satisfy needs and ants#$


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%utt and Sundram (200&) studied that in order to boost

communication for business, ne modes of

communication are no bein' introduced in various cities

of the country$ Cellular obile hones, *adio a'in', +

mail, Voicemail, Video, -e"t and VideoConferencin' no

operational in many cities, are a boon to business and

industry$ Value added hitech services, access to .nternet

and .ntroduction of .nte'rated Service %i'ital /etor! are

bein' introduced in various places in the country$


8/131

% oer(2001) conducted a study on Customers

increasin'ly ant telecom services and products to be

bundled# based on responses collected from ,1

customers nationide and e"amined the overall customer

satisfaction on si" factors 3 customer service, reliability,

billin', ima'e, cost of service, offers 4 promotions$


9/131

(5otler and 5eller, 202)$ -he topic of consumer

behavior is one of the massively studied topics by the

researchers and mar!eters in the past and still bein'

studied$ *esearchers sho different reasons as to hy

consumer behavior has been the topic of many

academics and researchers$ 6ne of the common vies

is that understandin' consumer behavior has become

a factor that has a direct impact on the overall

performance of the businesses$

St(#ies Relate# to ons("er Behavior


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(7eonard 8averman, et al 2009)$ Authors find that mobile

phones in less developed economies are playin' the same

crucial role that fi"ed telephony played in the richer economies

in the 1:0s and 1;0s$ obile phones substitute for fi"ed lines

in poor countries, but complement fi"ed lines in rich countries,

implyin' that they have a stron'er 'roth impact in poor

countries$ any countries ith underdeveloped fi"edline

netor!s have achieved rapid mobile telephony 'roth ith

much less investment than fi"edline netor!s ould have

needed$

Studies *elated to obile honess attitude toards mobile phones$

-he study can be used by the mana'ers for periodic monitorin' of

service ?uality as perceived by the consumers$


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Scope of Study

-he primary aim of study is to e"amine the comparative

buyin' behavior of consumers of 7udhiana and San'rur

district toards the purchase of mobile phone$ Similarities

and dissimilarities beteen buyin' behavior of urban and

semi urban areas toards the purchase of mobile phone

have assessed in the research study$

Su''estions have made to the mobile manufacturin'

companies about innovative mar!etin' strate'ies as per the

chan'e in tastes and preferences of consumers and their

implementation in urban as ell as semi urban mar!ets$


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6n the basis of revie of different studies by the e"perts

various studies has ta!en on buyin' behavior of consumers

in mobiles and comparative analysis have performed on thefactors (rice, @uality, Style, 7oo! and Brand) for the

purchase of mobile phones$ -he research is beneficial in

findin' the various sources of information used by theconsumers$

Various factors have been identified and the e"tent to hichthese factors affects the decision ma!in' of consumers has

analyed in this research$


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-his study is beneficial in formulatin' the mar!etin'

strate'ies to 'rab mar!et share by perceivin' the consumer>s

attitudes toards mobile phones$

-he findin's of the present research can be used by

mana'ers for periodic monitorin' of service ?uality as

perceived by customers$

-he study area is confined to San'rur and 7udhiana district

of un=ab$


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*esearch

is a lo'ical and systematic search for ne and useful information on

a particular topic

-he information mi'ht be collected from different sources li!e

e"perience, human bein's, boo!s, =ournals, nature, etc$ A research

can lead to ne contributions to the e"istin' !noled'e$ 6nly

throu'h research is it possible to ma!e pro'ress in a field$

*+S+A*C +-6%676D

-h d t ll t i f ti d d t f th f


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-he process used to collect information and data for the purpose of

ma!in' business decisions$ -he methodolo'y may include

publication research, intervies, surveys and other research

techni?ues, and could include both present and historical

information$

-his study is an attempt to demystify the consumer behavior hile

ma!in' selection of mobile phones$

-he research has been tried to investi'ate the attitude and behaviorof consumers and various influential factors that affect final buyin'

behavior of consumers for mobile phones$


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rimary data and Secondary data have used for the

present research study $-he rimary %ata is

collected throu'h personal intervie method from

the respondents$

Eor attitude measurement in the ?uestionnaire,

scalin' method is used$

%A-A S6F*C+

% t h b ll t d fi i t> 7i! t l h


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%ata has been collected on a five point>s 7i!ert scale here

one indicates e"tremely important and five indicates

e"tremely unimportant$

-he secondary data has been used for the study comprised

of the various issues of =ournals, research papers, business

ma'aines, annual reports of the mobile companies, nes

papers, non published documents, -*A. reports etc$


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ypotheses are the basic assumptions that are to be tested

durin' the research study$

Fnder /ull hypothesis (0) no difference has e"pected

beteen population parameters and sample statistics that

are bein' compared$ /ull hypothesis (0) is desi'ned in such

a ay that its re=ection leads to the acceptance of the desired

results$

Under Alternate hypothesis (), a difference has e"pected

beteen population parameters and sample statistics that

are bein' compared$ Acceptance of Alternate hypothesis

means re=ection of /ull hypothesis$

ypothesisI


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-he Sample %esi'n of the Study * '-.''7 ?9.-8 7T

E#()ation hi < S=(are 7 >* ++.-47 ?*'.0* 7T

))(2ation hi < S=(are 7 >* '6.-7 @*'.0* 7T

In)o"e hi < S=(are 7 > * ++.'*7 ?*'.0* 7T


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-able &$$2 Fsin' obile hone 8hile %rivin' (San'rur)

Never Rarel% So"eti"es ten l&a%s

;en#er hi < S=(are 7 > * '+.-47 ?9.-8 7T

E#()ation hi < S=(are 7 >* ++.'+7 ?*'.0* 7T

))(2ation hi < S=(are 7 >* +6.497 ?*'.0* 7T

In)o"e hi < S=(are 7 > * +0.667 ?*'.0* 7T


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ypotheses

0

H -here is no si'nificant association beteen 'ender

and use of mobile phone hile drivin'$

02 H -here is no si'nificant association beteeneducation level and use of mobile phone hile drivin'$

09

H -here is no si'nificant association beteen

occupation and use of mobile phone hile drivin' $

0&

H -here is no si'nificant association beteen income

level and use of mobile phone hile drivin'$

-able & 2 Ere?uency of replyin' to the


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-able &$2$ Ere?uency of replyin' to the

phone calls (7udhiana)

ll )alls Sele)te# alls

;en#er hi < S=(are 7 > * 4.** 7 ? +.8- 7T

E#()ation hi < S=(are 7 >*

'+.'4 7 ? 4.8' 7T

))(2ation hi < S=(are 7 >* 8.0+ 7 ? 4.8' 7T

In)o"e hi < S=(are 7 >* '4. 7 ? 4.8' 7T


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-able &$2$ Ere?uency of replyin' to thephone calls (San'rur)

ll )alls Sele)te# alls

;en#er hi < S=(are 7 > * 4.097 ? +.8- 7T

E#()ation hi < S=(are 7 >*

'*.-7 ? 4.8' 7T

))(2ation hi < S=(are 7 >* '*.407 ? 4.8' 7T

In)o"e hi < S=(are 7 >* '-.07 ? 4.8' 7T


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ypotheses

0


and response to mobile calls

02


education level and response to mobile calls

09


occupation and response to mobile calls

0&



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Conclusion.n a nutshell, the population of 7udhiana and San'rur is

very conscious about road accidents$ Fse of mobiles

hile drivin' is very prone to accidents$ So, the

consumer of 7udhiana and San'rur nodded their headtoards never usin' of mobile phones hile drivin'$

Ee consumer cate'ories li!e primary class andstudents ac?uiesce to use mobile phones rarely hile

drivin'$ -he ma=ority of males and females use phones

for the local calls$


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ContinueIAll other se'ments possess a stron' association

fre?uency of usin' mobile phones for local calls$ .n all

the se'ments the avera'e fre?uency of usin' mobiles

for local calls is 1J$

Eemale consumer has been the ma=or user of mobile

phone in both the districts$ %onloadin', playin''ames and ma!in' local as ell as S-% calls have

emer'ed as the ma"imum usa'e patterns for mobile

phones$


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-he mobile phones have hu'e impact upon the

consumer class$ -hey prefer to reply to all the calls

fre?uently$ -he mobile phones have prodi'ious

impact on the student class, service class, femalesand loer income 'roup$

-he usa'e of mobile phones by these se'ments

has been diver'ent$ .t>s a bi' time for mobile

mar!ets to capture the tastes and preferences of

the consumers toards mobile phones$

ContinueI$$

C6/SF+* *+E+*+/C+S -68A*%S


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*s$2000 toK000 (loer

income)

*s$K000 to0,000 (loer

middle)

*s$0,000 to2K000 (upper

income)

Above*s$2K000

(upperuppers)

ender Chi 3 S?uare ( L2) $00(C) M:$; (-)

+ducation Chi S?uare ( L2) 29$9K(C) MN$1 (-)

6ccupation Chi S?uare ( L2) ;$K&(C) MN$1 (-)

.ncome Chi S?uare ( L2) 2:$;&(C) MN$1 (-)

-able K$$ Spendin' of consumer on the purchase of the

mobile phone (-h$ *s$ er month) (7udhiana)

C6/SF+* *+E+*+/C+S -68A*%S

BFD./ 6E 6B.7+ 6/+S


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0


and spendin' on mobile phones

02

H -here is no si'nificant association beteen education

level and spendin' on mobile phones

09


occupation and spendin' on mobile phones

0&


level and spendin' on mobile phones

ypotheses

Conclusion


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Conclusion* *-.87 ?'6.9 7T

))(2ation hi < S=(are 7 >* '9.-47 ?'6.9 7T

In)o"e hi < S=(are 7 > * *6.-'7 ?'6.9 7T

-able K$$2 Spendin' of consumer on the purchase of the

mobile phone (-h$ *s$ er month) (San'rur)


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.n 'ender se'ment, the hi'h tendency of spendin' on

mobile phones has noticed in the male consumer

respondents of San'rur district in loer class consumer

se'ment$

ost 'raduate section in education se'ment has emer'ed

as the ma=or section of spendin' hi'h on mobiles e"cept

all others$ 6thers in occupation and consumers havin'

income level of upper class emer'e as the dominant sector

over all other sectors that spend the most on mobiles$

-able K 2 Eactors ta!en into consideration hile


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rice Availability 7oo! StatusSymbol

Sie Security Shape

ender Chi S?uare ( L2)Calculate Value(;$K;)M-able Value (&$0N)%6E (:)

+ducation Chi S?uare ( L2

)Calculate Value(&2$::)M-able Value (92$N:)%6E (2)

6ccupation Chi S?uare ( L2)Calculate Value(9;$K:)M-able Value (92$N:) %6E (2)

.ncome Chi S?uare ( L2)Calculate Value(9:$N0)M-able Value (92$N:) %6E (2)

-able K$2$ Eactors ta!en into consideration hile

purchasin' a mobile phone (7udhiana)

-he results have been depicted that loo!s of mobile


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-he results have been depicted that loo!s of mobile

phone is the most influential factor amon' 'enders both

males and females folloed by price of mobile phone$

-he same trend can be noticed at various education

levels e"cept post 'raduate consumer respondents$

Eor the post 'raduate consumer respondents, price is

the most influential factor and loo!s are most important

factor for primary and under 'raduate class consumer$

7oo!s of mobile phone remain the most influential factor

amon' the occupation se'ments e"cept students ho

'ave more preference to the sie of mobile phone$


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rice Availability 7oo!s Statussymbol

Sie Security Shape

ender Chi S?uare ( L2)Calculate Value(;$:)M-able Value (&$0N)%6E (:)

+ducation Chi S?uare ( L2)Calculate Value(&9$NN)M-able Value(92$N:)%6E(2)

6ccupation Chi S?uare ( L2)Calculate Value(9:$&;)M-able Value (92$N:) %6E (2)

.ncome Chi S?uare ( L2)Calculate Value(9&$90)M-able Value (92$N:) %6E (2)

-able K$2$2 Eactors ta!en into consideration hile purchasin' a mobile phone

(San'rur)

ypotheses


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yp

0


and influential factors hile purchasin' mobile

02

H -here is no si'nificant association beteen education

level and influential factors hile purchasin' mobile

09 H -here is no si'nificant association beteenoccupation and influential factors hile purchasin' mobile

0&


level and influential factors hile purchasin' mobile$

-he respondents from San'rur district seems to


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-he respondents from San'rur district seems to

thin! that loo!s play an important role hile

purchasin'$

-he results of the above table sho that male

consumer respondents of San'rur district 'ave

preference to the loo!s of a mobile phone

hereas the female consumer respondents 'ives

more preference to the price of a mobile phone$

C d t t i d ti l l l i


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Consumer respondents at various educational levels 'ive

preference to the loo!s of mobile phones folloed by price

of a mobile phone e"cept 'raduate consumer respondents$

.n a nutshell it is concluded that as bein' a hub of

industries, 7udhiana district is !non for its upper middleclass ith a hi'h earnin' consumer respondents$

C d t f 7 dhi i f t


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Consumer respondents from 7udhiana 'ive preference to

loo!s of mobile phone rather than price$

rice is not a bi' influencin' factor for them hereas

San'rur is city of middle class consumer respondents

ith mediocre earnin's as compared to 7udhiana$

So from the consumer respondents of San'rur, price

remains a bi' influential factor rather than loo! of the

mobile phone$


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Eather other +lder Self Company Eriends

enderChi S?uare ( L2) 0$;N(C) O $0:(-) %6E (K)

+ducationChi S?uare ( L2) 90$&N(C) M 2&$11(-) %6E (K)

6ccupationChi S?uare ( L2) 2:$&N(C) M 2&$11(-) %6E (K)

.ncome Chi S?uare ( L2) 2$10(C) O 2&$11(-) %6E (K)

-able N$$ Actual purchaser of mobile phone (7udhiana)


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Eather other +lder Self Company Eriends

enderChi S?uare ( L2)

0$&&(C) O $0:(-) %6E (K)

+ducation Chi S?uare ( L

2

)29$&0(C) O 2&$11(-) %6E (K)

.ncomeChi S?uare ( L2)

2N$K2(C) M 2&$11(-) %6E (K)

6ccupationChi S?uare ( L2)

2K$:N(C) M 2&$11(-) %6E (K)

-able N$$2 Actual purchaser of mobile phone (San'rur)

Based on the results, father is the second influential


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Based on the results, father is the second influential

decision ma!er after consumer himself as the ma=ority of

the respondents irrespective of different se'ments

purchase the mobiles for themselves by their on in

'ender demo'raphic profile$

Eather>s choice is 'ivin' second most preferred ratio

amon' 'ender cate'ory$ +arly ma=ority consumers collect

more information about the product and ill ei'h thepros and cons before they ma!e a decision$

-hey listen to their opinion leaders and ill rely on their


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'roup opinions$ Eor female and student cate'ory in

7udhiana %istrict, father acts as a opinion leader$

Eindin's su''est the fact that noadays consumer is more

aare, educated and informed$ Consumer ants himself to

be the decision ma!er for his on purchases$ Consumers

acts as early ma=ority 'roups in purchase decision of

mobile phones$

,ajorit% o the res2on#ents ro" oth the #istri)ts irres2e)tive


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o #ierent seg"ents s(22orte# the a)t that the% 2reer to tae

#e)ision o 2(r)hasing "oile 2hones % their o&n.

So ro" the res(lts it is )lear that to#a%s generation is

in#e2en#ent. In oth the #istri)ts! )ons("ers 2reer to 2(r)hase

"oiles % their o&n )hoi)e. ter that it is the ather o e"ale

)ategor% res2on#ents &ho has the 2o&er to tae #e)isions or

the".

.nformation sources influence the most


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Ne&s2a2er ,agaCine T Internet Ra#io 3rien#s Retailers

;en#er hi < S=(are 7 > *

'6.47 ? '-.067T D3 74

E#()ation hi < S=(are 7 > * ++.9-7 ? +*.647T D3 7*'

))(2ation hi < S=(are 7 >* +-.67 ? +*.647T D3 7*'

In)o"e hi < S=(are 7 > * +.+87 ? +*.647T D3 7*'

-able :$$ .nfluence of information sources for the purchase

of mobile phone (7udhiana)

-able : 2 .nfluence of information sources for the purchase


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Ne&s2a2er ,agaCine T Internet Ra#io 3rien#s Retailer

s

;en#er hi < S=(are 7 > * '8.*+7 ? '-.067T D3 74

E#()ation hi < S=(are 7 >* +4.*47 ? +*.647T D3 7*'

))(2ation hi < S=(are 7 >* +6.*-7 ? +*.647T D3 7*'

In)o"e hi < S=(are 7 > * +..+'7 ? +*.647T D3 7*'

-able :$$2 .nfluence of information sources for the purchase

of mobile phone (San'rur)

-able :$2$ *eason for purchasin' a mobile phone (7udhiana)


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De"o ee)t Nee#e# Re)o""en#e# ther reason

;en#er

hi < S=(are 7 >*

al)(late al(e7'*.90 ?Tale al(e 79.-8 D3 7-

E#()ationhi < S=(are 7 >*

al)(late al(e7*8.0' ? Tale al(e 7*'.0* D37'*

))(2ationhi < S=(are 7 >*

al)(late al(e7*-.*' ? Tale al(e 7*'.0* D3 7'*

In)o"ehi < S=(are 7 >*

al)(late al(e

7*6.++ ? Tale al(e 7*'.0* D3 7'*

-able :$2$ *eason for purchasin' a mobile phone (7udhiana)

-able : 2 2 *eason for purchasin' a mobile


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De"o ee)t Nee#e# Re)o""en#e# ther reason

;en#er

hi < S=(are 7 >*

al)(late al(e7''.6+ ? Tale al(e 79.-8 D3 7-

E#()ation

hi < S=(are 7 >*

al)(late al(e7*9.+4 ? Tale al(e 7*'.0* D37'*

))(2ation

hi < S=(are 7 >*

al)(late al(e7*+.0* ? Tale al(e 7*'.0* D3 7'*

In)o"ehi < S=(are 7 >*

al)(late al(e7*6.0' ?Tale al(e 7*'.0* D3 7'*

-able :$2$2 *eason for purchasin' a mobilephone (San'rur)

th


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ypotheses

0


and different reasons for purchasin' mobile phones

02


educational level and different reasons for purchasin'

mobile phones

09


occupation and different reasons for purchasin' mobile

phones


59/131

Conclusion


60/131

Conclusion Eeedbac! from friends is the most influential

source of information about mobile phonesfolloed by internet in all se'ments of education,

occupation and income level in 7udhiana district$

Fr'ency of a phone has emer'ed as the ma=or

reason behind purchasin' a mobile amon' the

respondents of 7udhiana district$

erformance of mobile phone throu'h demo effect has


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e o a ce o ob e p o e t ou' de o e ect as

emer'ed as the second most preferred reason for

purchasin' the mobile after the purchase of the phone

hen needed$ Customers are attracted toards a mobile

phone after the chec!in' it throu'h demo effect in

televisions or in shops$ .n 7udhiana district purchasin' a

mobile phone is done hen really a consumer is in need of

it$

Companies sho the demo effect of their product throu'hadvertisements on the internet or television and attract the

customers for purchasin' the mobile of their company$

Erom the survey it is found that the consumer of


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Erom the survey, it is found that the consumer of

7udhiana purchases mobile phones as hen needed and

research shos that demo effect has emer'ed as thesecond most preferred reason for purchasin' the mobile

hile in San'rur demo effect is the most influential factor

behind purchasin' the mobile folloed by the purchaseof mobile hen needed$

*+E+*+/C+S 6E C6/SF+*S E6* 6B.7+ A/%S+-S A- -+ -.+


63/131

Bar Elip Slide Sivel

ender Chi S?uare ( L2

) 2$1;(C) M 1$&;(-) %6E (&)

+ducationChi S?uare ( L2) 21$1:(C) M 2$02(-) %6E (2)

6ccupation

Chi S?uare ( L2

) K$&2(C) O 2$02(-) %6E (2)

.ncomeChi S?uare ( L2) 99$1(C) M 2$02(-) %6E (2)

*+E+*+/C+S 6E C6/SF+*S E6* 6B.7+ A/%S+-S A- -+ -.+6E F*CAS+

-able ;$$ reference for types of mobile phone (7udhiana)


64/131

ypotheses


65/131

ypotheses

0


and preference to desi'n of mobile

02


education level and prefer to desi'n of mobile

09


occupation and preference to desi'n of mobile

0&H -here is no si'nificant association beteen incomelevel and prefer to desi'n of mobile$

. t t ti


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.nterpretation

-he desi'n of mobile plays a si'nificant role hile

ma!in' a purchase decision$ -he evidence of this

statement has been depicted in the above table$ All the

se'ments (ender, +ducation level, 6ccupation level and

.ncome level) are si'nificantly associated ith preference

to desi'n of mobile hile purchasin'$ Bar type desi'n in

mobile phones has 'iven the first preference by all the

respondents under all se'ments hereas slider phone

has emer'ed as their second preference$

Conclusion


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Conclusion

obile phone mar!ets develop ?uic!ly and these are used in

everyday life as tools and for entertainment re'ardless of

'ender, income, education and occupation$ -oday more and

more styles are comin' in the mobile handsets li!e bar type,

flip, slider, sivel etc$ Best possible to use it is found in bar

type of mobile phones$ 6nthe'o convenience is the most

popular reason for those consumers that made a purchase of

their mobile phone rather than other reasons in 7udhiana and

San'rur district$ Consumer has preference for bar type of

mobile handsets as these found to be the most ease and

comfortable handsets to operate ith bi''er !eypads$

-6 S-F%D -+ B+AV.6* 6E C6/SF+*S


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i'hly%issatisfied

%issatisfied .ndifference Satisfied i'hlySatisfied

enderChi S?uare ( L2) Calculated Value (K$K9) M -able Value

(1$&;;) %6E (&)

+ducationChi S?uare ( L2) Calculated Value (2:$0&) M -able Value

(2$02N) %6E (2)

.ncome

Chi S?uare ( L2) Calculated Value (9$&0) M -able Value

(2$02N) %6E (2)

6ccupation

Chi S?uare ( L2) Calculated Value (9:$10) M -able Value

(2$02N) %6E (2)

-6 S-F%D -+ B+AV.6* 6E C6/SF+*S-68A*%S 6B.7+ 6/+S-able 1$$ 7evel of satisfaction from the recent mobile phone (7udhiana)


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Conclusion


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The ehavior o )ons("er or the 2(r)hase o "oile 2hones

#e2en#s on their satisa)tion level ro" the )(rrent "oile 2hone.ons("er is satisie# ro" the re)ent "oile 2hone in oth the

#istri)ts % giving highest rating to satisie# a"ong highl%

#issatisie#! #issatisie#! in#ierent! satisie#! highl% satisie# %

(sing 2oint Liert i"2ortan)e rating s)ale. )o"2an% o "oile

is "ost i"2ortant a)tor or ever% )ons("er to&ar#s its 2(r)hase.

Noia is sele)te# as the irst 2reeren)e in oth the #istri)ts. Its

eat(res! reliailit%! etter 2eror"an)e! lo& )ost! etter )(sto"er

)are servi)es! strong 2ositive ran# i"age in )(sto"ers "in# has

strong i"2a)t over other ran#s.


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Noia Sa"s(n

g

Son%

Eri)

,otorola L; Relian)e Tata

;en#er hi A S=(are 7 > *

al)(late al(e79.*' @ Tale al(e 7'6.9' D3 79

E#()ation hi A S=(are 7 >*

al)(late al(e7+-.68 @ Tale al(e 7-0.'' D3 7*4

))(2ation hi A S=(are 7 >*

al)(late al(e74.'' ?Tale al(e 7-0.'' D3 7*4

In)o"e hi A S=(are 7 > *

al)(late al(e7+'.9' @ Tale al(e 7-0.'' D3 7*4

-able 1$2$2 Company of mobile preferred by consumer

(San'rur)


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Pre#i)ting the )ons("er ehavior has e)o"e a to(gh

)hallenge or the )or2orate. The sele)tion an# (%ing

#e)ision ao(t 2ro#()t #e2en#s largel% (2on the )ons("er

2er)e2tion an# no&le#ge ao(t 2ro#()t that (rther

inl(en)e their inal #e)ision. The )o"2anies al&a%s

re"ain )(rio(s to no& ans&ers o vario(s =(estions in

"in# lie &hat )ons("ers (%! ho& the% (%! &hen the%

(%! ro" &here the% (%! &hat a)tors inl(en)e their

inal (%ing #e)ision.

-he present research has carried out in to cities of


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un=ab, 7udhiana and San'rur$

*esponses have collected and recorded form a sample of

:1K consumers from 7udhiana and San'rur on the basis of

stratified samplin'$

A ell structured ?uestionnaire has been used to collect

the data$


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-he ?uestionnaire consists of ?uestions to identify the

influential source of information, role of family members in

final buyin' decision, usa'e pattern of mobiles and

various preferences in mobiles hile ma!in' final buyin'

decision$ .ncome, ender, @ualification and 6ccupation

have considered as demo'raphic variables$ Statistical

softare SSS has been devised to analysis the collected

data and to find the effect of independent variables on

buyin' decision of consumers$

*esults and Eindin's


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' ender of the *espondents< 6ut of the hole respondents, more

than half of the respondents ere males in both the districts$ -his

shos that most of the mobile phones are purchased by the male

members in both the cities$ Eemales as respondents in these to

districts ere only onethird from the hole sample sie$ -his

indicates that everyone prefers mobile phones irrespective of 'ender$

+ducation of the *espondents< Amon' educational cate'ory, the

need for mobile phones is felt by hole cate'ories in educational

class$ -he research findin's su''est respondents ith the

'raduation level have an ed'e over others in both the districts amon'

primary class, under'raduates, post'raduates$


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obile phones are comfortable ay of communication over a lon'

di 7if b d f b h ldi h bil


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distance$ 7ife becomes so easy and fast by holdin' the mobile

phones$ So, from the respondents of 7udhiana, hile as!in' from

consumers that ho fre?uently they reply to mobile calls,

si'nificant association e"ists beteen all se'ments and their

response to mobile calls$

-he research in this aspect found that the consumers ere havin'

the habit of not only usin' mobile phones but also listenin' to all

the phone calls$ obile hones have become an essential part of

our lives$ reviously it is re'arded as a lu"ury but today it is

considered as a basic need of a human bein'$

urpose of Fsin' obile hones< .n both the districts, from


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.

all the attributes li!e *eceivin' Calls, Sendin' te"t messa'es,

layin' 'ames, %onloadin', S, Std CallsP consumers

use mobile phones for attendin' local calls more by 'ettin'

more than 10J of the consent from the hole attributes$ After

attendin' phone calls preference is 'iven to doin' te"t

messa'in' and ma!in' S-% calls$ Attendin' local calls is

ed'in' hi'h as for sharin' information, as!in' ell bein' of

their relatives, friends, family members, social netor!in',relationship buildin' etc$ .t has become a mandatory part of

today>s life$

obile phones are the perfect ay to stay connected ith

th d id th ith f it


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others and provide the consumer ith a sense of security$

.n the event of emer'ency, havin' it can allo help us to

reach ?uic!ly and could possibly save lives$ -odayQs

technically advanced obile phones are capable of not

only receivin' and placin' phone calls, but storin' data,

ta!in' pictures, and can even be used as 8al!ie -al!ies, to

name =ust a fe of the available options$


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A fe years bac!, hen mobile phones ere not so


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common, the device as e"pensive and

communication costs pretty 'ood to the user$ But

in last a fe years as the use of mobiles increased,

their cost is decreased considerably and this

factor helped a lot to ma!e them available for

common men$

Eactors ta!en into care hile urchasin' obile hone


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Consumer of Ludhiana gives more preference to looks of mobile

phone irrespective of all the attributes like price, its availability,

status symbol, security, size by giving maximum weight age to

looks of mobiles from whole attributes. s price is not a big

influencing factor for them. !angrur as a city of average class

population with mediocre earnings as compared to Ludhiana,

consumer gives more preference to price overcome the

preference of looks for mobile phones. !o from this, it can be

concluded that for the population of !angrur, price remains a

tempting factor for any purchase as compared to Ludhiana

population.


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.mportance iven to obile Attributes< 6ut of the hole

@ lit i th fi t t i t t ti f t


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consumers, @uality is the first most important ratin' factor

and rice is the second most important factor in 7udhiana

district$ @uality is the first choice criteria amon' the San'rur

district consumer$ So, due to technolo'y driven and rapid

chan'in' atmosphere, consumer is havin' more aareness

of ne innovations$ -o fulfill never endin' demands of

consumers, companies have to come up ith mobiles ith

'ood ?uality in lesser prices of handsets to increase

revenue of their concerns$ Consumer is the ultimate

beneficiary for this$ /e technolo'ies have had a lot of

effects on consumer>s lives and lar'ely caused to chan'e


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.n 7udhiana less than half of the consumer have ta!en independent

decision to purchase mobile phones and father has 'ot second


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decision to purchase mobile phones and father has 'ot second

preference for the decision ma!in' and in San'rur appro"imately

half of the consumer prefer to purchase mobile phones by

themselves and father is the second decision ma!in' authority$

.mportance Sources of .nformation< A 'ood ay to ensure thatinformation remains uptodate and accessible is to 'et shared

information from the different information sources pertinent to

best dealin' areas$ -here are numerous information sources that

are very accessible to decision ma!in'$ Consumers still loo! first

to their friends and then for other sources for 'ettin' su''estion

re'ardin' their purchase decisions$

E th fi di f thi h it i f d th t ll


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Erom the findin's of this research it is found that amon' all

the information sources for mobiles li!e nespaper,

ma'aines, -V, .nternet, *adio, *etailers, the most

influencin' and reliable source of information is 'ettin'

advice and su''estions from the friends$ .n San'rur district

also, feedbac! from friends and .nternet has emer'ed as the

first and second most influential sources of information after

feedbac! from friends$ So it is found that friends and internet

are the to most influencin' factors amon' the respondents

of both the districts$


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.n 7udhiana district, purchasin' a handset due to its demo

effect has emer'ed as the second most preferred reason after


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-ype of obile handsets referred ostly< -here are many

types of mobile phones on the mar!et today$ Eindin' the ri'ht

obile phone that fits a consumer is very important$ 8e all

love our mobile phones$ -he selection of these mobile

phones has become very diverse$ -oday these represent

much more$ -hese represent style and status$

effect has emer'ed as the second most preferred reason after

the purchase of the phone hen needed$ .n San'rur district

also neediness is the first reason to purchase a mobile phone

after selectin' demo effect as the second most prioritied

reason to purchase a mobile phone$

6nthe'o convenience topped the list as the most popular

reason for those consumers that made a purchase on their


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reason for those consumers that made a purchase on their

mobile phone rather than other reasons ith K0$NJ of

consumers selectin' this as a reason in their purchase

decision$ .n 7udhiana district, purchasin' a handset due to

its demo effect has emer'ed as the second most preferred

reason after the purchase of the phone hen needed$ .n

San'rur district also neediness is the first reason to

purchase a mobile phone after selectin' demo effect as the

second most prioritied reason to purchase a mobile phone$

$


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*espondents prefer bar type the most as it is easier to use, more

reliable and need less care than other cate'ories$ Bar type


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reliable and need less care than other cate'ories$ Bar type

desi'n in mobile phones has 'iven the first preference by all the

respondents under all se'ments hereas slider phone has

emer'ed as their second preference as these type of handsets

are easier to use, more reliable$

Satisfaction 7evel of Consumer< Consumer behavior is the actions

of individuals directly involved in obtainin' and usin' economic

'oods and services that satisfies their demands$ +very second.ndian is havin' a mobile phone$ .t is a very fast source of

communication$ .t helps one to send and receive information

anytime and anyhere$

-he effective and efficient usa'e of mobile phone lar'ely

depends upon the attitude and behavior of mobile phone


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depends upon the attitude and behavior of mobile phone

consumers$ As this study is related to consumer behavior

toards mobile phones it is concluded from the research

findin's that consumers are satisfied ith their mobile

phones$ -hey are 'ivin' more than one half of the proportion

to sho their satisfaction level toards their recent mobile

phones$


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6ther Eindin's


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-he research reveals that the ma=ority of consumers prefer

/o!ia to other available brands$ Samsun' is the second most

preferred brand$

-he research analysis revels that playin' 'ames and

donloadin' are the to features used by the consumers in

mobile phones after listenin' and sendin' te"t messa'es$

After price and loo!s, availability of handset is the third

preference 'iven by consumers amon' the factors ta!en into

consideration hile purchasin' mobile phones$

.n 7udhiana, consumer 'ive preference to camera and p9 player

after .nternet brosin' but in San'rur, p9 player and Camera has


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' ' , p p y

been 'iven second and third preference amon' preferred features$

Eeatures of the mobile phone, brand and its style are the three

important components that have been ta!en into care by the

consumers$

+lder, other and friends are the other three decision ma!in'

authorities for purchasin' mobile phones$

.nternet and -$V are the other information sources preferred by the

consumer to search for the information$ -he research analysis

reveals that price and loo!s plays an important role in motivatin'

the consumers to buy a particular product

Conclusion

-he research study analysis depicts that friends are the most


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-he research study analysis depicts that friends are the most

influential sources of information folloed by the internet$

Advice from friends on the basis of their past e"perience

influences the purchasin' decision up to si'nificant level$

-he role of internet can>t undermine in this se'ment$ 8ith

the availability of internet on mobiles and cheap access of

internet, the role of -V as an influential source has 'radually

decreasin'$ .n the era of di'ital information, it has itnessed

that role of print media (nespaper, ma'aines) and radio

has minimied$

-he results also depicts that father is the second most

influential member in the family that affect the purchasin'


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influential member in the family that affect the purchasin'

decision$ .n today>s a'e of information, the level of

aareness has increased ith easy access of latest

information on internet and from friends$

Doun' 'eneration has become independent and can ma!e

decisions$ Eather, bein' the main earnin' hand of family, has

an authority and ri'hts to 'uide his family and play a

si'nificant role in ma!in' purchasin' decision in mobiles

+lders also play an important role$

-he research depicts that role of mother in ma!in'

purchasin' decision in mobile is not si'nificant$ 7oo!s of the


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purchasin' decision in mobile is not si'nificant$ 7oo!s of the

mobile has emer'ed as the ma=or influencin' factor for the

respondents from 7udhiana$

-his is folloed by the price of mobiles$ 8hereas in case of

San'rur district, rice of mobile has emer'ed as the ma=or

influential factor hile ma!in' purchasin' decision$ 7oo! of

mobile has ran!ed second in the influential factor list$

Consumers can sitch their brand loyalty because of ?uality

and availability of latest features in the mobiles$ .n today>s


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y y

a'e of information, internet has become an inte'ral part of

youn' 'eneration$

-he increasin' popularity of social netor! application li!e

8hatsapp, Eaceboo!, -itter, sendin' and receivin' photos

and files, Availability of S, has further enhanced the

importance of internet$

as nesse rom e resu s o curren s u y aavailability of internet at hi'h speed has become the most


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influential criteria hile ma!in' purchasin' decision in

mobiles$

-his is folloed by ?uality and poer of camera and music

player in the mobiles$ %esi'n of mobiles influences the

purchasin' decision of consumers$

Consumers prefer the desi'n hich is easy to operate and

re?uire less maintenance$ Bar desi'n in mobiles has

emer'ed as the most influential desi'n folloed by slider

phones$

8ord of mouth is the most influential advertisin' strate'y in

7udhiana and San'rur re'ion$ Customers from all se'ments


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' ' '

influenced from the opinions and e"perience of their friends$

.f their feedbac! is positive the sale of product ould be

increased and vice versa$

-raditional advertisement sources do not remain as the

effective advertisement channel as compared to ord of

mouth to attract consumers$

%ue to lac! of time and overflo of information, people do

not have time to evaluate and revie each one so they


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y

believe on the feedbac! of the e"perience that their friends,

relative 'ot after usin' the phones$

rice of mobile has not been remained as the most $ rice of

mobile has not been remained as the most influencin'

factors for all the respondents as the disposable income of

people has increased$ .t has itnessed from analysis of

consumers> usa'e pattern that ma=ority of consumers use

mobiles for ma!in' 7ocal and S-% calls, donloadin' and

playin' 'ames$

.n .ndia, a number of mobile companies competin' to

provide efficient and ?uality services to their customers$


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p ? y

overnment and private operators are competin' at close

mar'in and are tryin' to provide multiple value added

services to people$

ence the mobile phone mar!et should strive to provide

cost effective ?uality e?uipment, affordable and competitive

call tariffs for connectivity at various levels and customied

services in order to satisfy and deli'ht their consumers$

-he study in hand reveals that consumers prefer a

particular mobile phone service provider on the basis of

-he consumers are hi'hly clouted by their family members,

friends and internet as a ma=or source in selectin' or buyin'


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a mobile phone$ -hey 'enerally prefer to use mobile phone

for their personal use and for both incomin' and out'oin'

calls$

-he study also unveils the fact that consumers are satisfied

ith their current mobile phones used by them$ -he

advancement in this field in the past ten years shos that

there is a very bri'ht scope for e"pansion and moderniation

in cellular area ith a very short span of time$

-hus, mobile phone service providers have to understand

the ever chan'in' preferences and the behavior of


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the ever chan'in' preferences and the behavior of

consumers constantly in order to serve them better and

satisfy them$

.n this a'e of ever increasin' competition, it is very

important for mobile phone operators to !eep a constant eye

on preferences and behavior of their consumers in order to

capture the lar'e untapped mar!et both in rural and urban

areas of .ndia$

ana'erial .mplications of Study


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-he present research or! has been produced some

thou'ht provo!in' results that may act as 'uidelines for

developin' effective mar!etin' strate'ies for the mar!etin'

mana'ers of mobile companies$ 8hile formulatin'

mar!etin' strate'ies, mana'ers and strate'ic arm of

company must tar'et to hit the most influential source of

information for consumers and try to convey their product

information throu'h that source$ -hey should understand

the influential role of family members in purchasin' decision

and must ma!e them a part of their mar!etin' strate'ies$

6n the basis of above findin's of the present study,

folloin' implications have pen out for the corporate


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folloin' implications have pen out for the corporate

strate'ic teams hile chal! out mar!etin' strate'iess

consumption styles$# ournal of Consumer olicy, 2N(&),

pp$&&&N9, 2009$

8itt, *$+$ and $ %$ Bruce$ ournal of ar!etin' *esearch roup influence

and brand choice con'ruence$# 1$&$, pp$&&03&&9, 1:2$


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8on', /$D$, and A$C Ahuvia$ Rersonal taste and family face< 7u"ury

consumption in confucian and estern societies$R ournal of sycholo'y

and ar!etin', K$K$, pp$ &293&&, 11;$

eithaml, V$ A$, Berry, 7$ 7$ and arsuraman, A$ -he /ature and

%eterminants of Customer +"pectations of Service$# ournal of the

Academy of ar!etin' Science, 2(), pp$ 2, 119$

Boo!s

Documents

pre thesis ppts as on 5th may,2014 (6).ppsx