RESEARCH ON MOBILE BUYING BEHAVIOURRESEARCH ON MOBILE BUYING BEHAVIOUR

Research Methodology

Study of Mobile buying behaviour

Conducted by :

Vinanti Chavan - 188Amol Ghodekar - 199Rupali Patil - 216Pooja Rane - 220Prabhu Yadav - 233Karthik Avinash - 237

Agenda

Objective

Importance of studying Mobile buying behaviour

Evolution of Mobile phones

Industry overview

Understanding the Mobile market

About Research

Methodology used

Data Analysis

Conclusion

Objective of the Research

Understand the buying behavior of mobile phone users.

To examine the factors that influence a purchase.

To analyze the importance given to each feature while making a purchase.

Importance of studying Mobile buying behaviour

Simplest & quick mode of communication

Every infromation is on your fingertip

Good Entertainment source

Useful tool for emergencies

Presence of internet allows you to have access to almost everything quickly

Define’s Social status

Evolution of Mobile Phones

1 GerenerationAdvance mobile phone system AMPS over the existing PTT and MTS.

2 GerenerationIntroduction of GSM, SIM & GPRS technology.

3 GerenerationAbility to transfer voice data, video calling, high speed internet, download information, exchange emails and instant messaging

4 GerenerationIntroduction of IP Multimedia, Wireless Broadband internet technologies to name a few.

Major Players in the Market Nokia Corporation, World’s largest manufacturers of mobile

telephones, Aims at providing mobiles to every segment of people.

Samsung Electronics, Part of Korean Samsung Group, spread over 100 countries & #1 mobile phone manufacturer in Asia.

Motorola, American based company, emphasizes on designing stylish cell phones.

Sony Ericsson, joint venture of japanese company Sony and swedish telecom giants Ericson, operates in almost 70 countries worldwide.

LG Electronics, part of Korean LG Group and spread across 80 countries.

Apart from these there are several other brands Like HTC, Blackberry, Apple, etc who has launched their products.

Indian Market Overview

In 1989, Indian subscribers were zero. Delhi was the first state to launch cell phones in India. The cell phones industry has shown a remarkable growth

in the last decade. Significant growth seen after regulatory changes and

falling cost of calls and handsets. India has reached the coveted position of the second

largest mobile handset market in the world after China. The Indian mobile handset market is expected to

continue its upward trajectory. The expected CAGR over the next five years is expected

to be between 11-15%.

Market Shares

Market SharesOthers, 8.4

Samsung, 9.5

Motorola, 7.2

LG, 14.4Sony, 6.8

Nokia, 53.7

Nokia

Sony

LG

Motorola

Samsung

Others

Methodology Used

Chi-Square test was applied on the data collected through Personal interview and Questionnaire.

The steps in using the chi-square test may be summarized as follows:

1. Write the observed frequencies in column ‘fo’ 2. Figure the expected frequencies and write them in column ‘fe’. 3. Use the formula to find the chi-square value: 4. Find the degree of freesom dof= (column-1) (row-1) 5. Find the table value (consult the Chi Square Table.) 6. If your chi-square value is equal to or greater than the table value, reject the null hypothesis: differences in your data are not due to chance alone

About Research

Data were collected through Questionnaire & the following aspects were analyzed.

Brand preference while buying a new Mobile Phone.

Dependency of Price range on income of the person.

Dependency of the features preferred with the age group.

Which Brand and Model (mobile phone) would you prefer buying? 1) Nokia 2) Samsung 3)Sony Ericcson 4) Blackberry 5) HTC6) Micromax 7) Other brands

Null Hypothesis : Mobile users do not prefer to change their Brand while buying new mobile

Alternate Hypothesis : Mobile users prefer to change their Brand while

buying new mobile

Calculated Value : 103.329 Table Value (dof 63, 5% LOS):82.529

Since table value is less than calculated value, we reject null hypothesis & accept alternate hypothesis that 'Mobile users will not stay loyal to their Brand'

What is the preferred price range of mobile phone you are looking for? i) Rs.2,000 & less ii) Rs.2,000 to Rs.5,000 iii) Rs.5,000 to Rs.10,000 iv) Rs.10,000 to Rs.15,000 v) Rs.15,000 to Rs.20,000 vi) Rs.20,000 to Rs.50,000

Null Hypothesis : Price range of the brand to be purchased is dependent on the income of the person

Alternate Hypothesis : Price range of the brand to be purchased is independent of the income of the person

Calculated Value : 16.6608 Table Value (dof 20, 5% LOS):31.41

Since table value is more than calculated value, we reject alternate hypothesis & accept null hypothesis that ‘Price range of the brand to be purchased is dependent on the income of the person '

Null Hypothesis: Preference of a feature is dependent of the age factor

Alternate Hypothesis: Preference of a feature is dependent of the age factor

Calculated Value : 12.7079 Table Value (dof 15, 5% LOS): 24.996

Since table value is more than calculated value, we reject alternate hypothesis & accept null hypothesis that 'Preference of a feature is dependent of the age factor'

Analysis of Data collected

Profession wise Preferred Price Range