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7/31/2019 Product&Brand Management Project
1/20
Mobile Phone
Buying Behaviourof Consumers
By:Anant Johri
34231Marketing B
7/31/2019 Product&Brand Management Project
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The Response In detail
Exploratory Research
Questionnaire was prepared by interviewing 10 people
6 Physical Interviews
4 Telephonic Interviews
Descriptive Research
The questionnaire was sent to over 50 persons through the
Internet
Received response from 30 persons
Total sample space = 25
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Customer Insights
The most important thing
for me is Features
It should be a style
statement/status symbol
It should be affordable
yet full of features
Money will be paid by dadso I will go and buy the
most famous phone. I dont
care about the features!!
Features are same in
most of the smart
phones are so I will buy
the best looking phone
Battery backup of my
phone sucks so I need
a smart phone with
better battery Backup
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The Questionnaire A Snap
Shot
Demographic Information
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The Questionnaire A Snap
Shot (contd)
Consumer Behavioral Information
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The Questionnaire A Snap
Shot (contd)
Consumer Behavioral Information
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The Questionnaire A Snap
Shot (contd)
Openness to Other Brands
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The Respondents In detail
18 - 20 Years
4%
21 - 29 Years72%
30 - 39 Years20%
40 - 49 Years4%
Age
Female32%
Male68%
Gender
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The Respondents In detail
Consulting/Banking4%
ITSector
8%
Procurement4%
Self EmployedProfessional
4%
Service4%
Student76%
Profession
1,50,000 -
3,00,000 Rs20%
50,000 - 1,50,000Rs
44%
Above
3,00,000 Rs8%
Below 50,000 Rs28%
Monthly Income
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The Response In detail
Nokia leads with 11 persons (44%) followed by Samsung with 7 persons (28%),
Blackberry with 4 persons (16%)
Others include brands - HTC, LG,Mircomax
4%
16%
44%
8%
28%
What Mobile I Own
Apple Blackberry Nokia Other Samsung
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The Response In detail
Maximum 10 respondents (40%)
were in Rs 10,000-20,000 category
Closely followed by 9 respondents
(36%) inAbove Rs 20,000 category
Majority of respondents pay more than Rs10k
Indicates that people are spending more to get a better deal.
10,000 - 20,000 Rs40%
5,000 - 10,000 Rs16%
Above 20,000 Rs36%
Below 5,000 Rs8%
How Much I paid for the Phone?
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The Response In detail
Others include Loyalty, BBM, User Friendly
Why did I choose this brand over others?
Better Features(Compared to similar model fromother brands)
Price competitively(Compared to similar model fromother brands)
Have been using this brand for long
Attractive Ads
Peers/Friends using the brand
Online/Print/Visual media reviews
Others
60%40%
20%
0%
28%
12%
12%
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The Response In detail
Most Important(5) Important(4) Neutral(3) Less Important(2) Not Considered(1) Responses Average Score
Price 12 (48.00%) 7 (28.00%) 5 (20.00%) 1 (4.00%) 0 (0.00%) 25 4.2
Features 14 (56.00%) 10 (40.00%) 1 (4.00%) 0 (0.00%) 0 (0.00%) 25 4.52
Brand Name 8 (32.00%) 12 (48.00%) 5 (20.00%) 0 (0.00%) 0 (0.00%) 25 4.12
Appearance 8 (32.00%) 13 (52.00%) 3 (12.00%) 1 (4.00%) 0 (0.00%) 25 4.12
Battery Backup 12 (48.00%) 10 (40.00%) 3 (12.00%) 0 (0.00%) 0 (0.00%) 25 4.36
After Sales Service 5 (20.00%) 9 (36.00%) 9 (36.00%) 2 (8.00%) 0 (0.00%) 25 3.68
Operating System 8 (32.00%) 11 (44.00%) 3 (12.00%) 3 (12.00%) 0 (0.00%) 25 3.96
Factors taken into consideration while buying a mobile phone
Most Important Factors:
Features
Battery Backup
Price
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The Response In detail
Apple4%
Blackberry16%
Nokia44%
Samsung28%
Others8%
What Mobile I Own
Apple4%
Motorola4%
Nokia64%
Samsung20%
Others8%
What Mobile did I own previously
64% respondents had Nokia while 44% respondents have Nokia
Indicates weakening of traditional Nokia grip on Indian mobile phone market.
Market share of Brands like Samsung and Blackberry have increased
Category ofOthers and Apple indicates a steady position.
Brands like Motorola are not able to maintain their Market Share
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The Response In detail
Why would you shift to some different brand?
Strong Price
Better Features
After Sales Service
Call quality
Battery Backup
Operating System
Easier to Use
Appearance
Others
28%
80%4%
4%
28%
44%
20%
12%
4%
28%
72%
Brand Loyalty
Prefer sticking to Same Brand Would be open to try different Brand
72% respondents areopen to trying a newbrand and sufficientspectrum of opportunity.
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The Response In detail
Branded mobile retailstore(e.g. Mobile Shop,
Subhiksha Mobile)42%
Local electronic shopsselling phones
29%
Official exclusivebrand outlets( e.gNokia Showroom)
25%
Others ( Flipkart, Gift)4%
Where did I buy my mobile from?
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The Response In detail
HighlySatisfied/Satisfied
customers are Opento try new brands
HighlySatisfied/Satisfiedcustomers are NOT
Open to try newbrands
32%
68%
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Nokia Customers Response
Factors for Choosing Nokia Features
After Sales Service
Competitive Price Trust
Brand Loyalty of Customers Only 27% of Customers Prefers sticking to Nokia
73% would switch to other Brands
Majors Factors Responsible for switching to Others
brands Better Features (55%)
Operating System (36%)
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Recommendations For Nokia
Improve Battery Backup for Smart Phones
Providing Guarantee Instead of Warranty
Extended Warranty
Service at Door for Premium Customers
Just like Dell
Provide better features
Continuous R&D
Smart Phones with Dual Sim Cards
Provide User Friendly and Easy Operating System
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THANK YOU!!!