Marketing Research

Market Research on MOBILE HANDSET BUYING BEHAVIOR

SUBMITTED TOWARDS PARTIAL FULFILMENT OF POST GRADUATE PROGRAM IN MANAGEMENT AT

Submitted To: Mrs. Gita Agarwal Mam

Submitted By: D.Narendra Kumar Debnath Ganguly G.Chakrapani Gourav Sinha Sayantan Bhowmik Pallab Ghosh

SEC-A

~1~

ACKNOWLEDGEMENT
The pleasure that follows the successful completion of an assignment would remain incomplete without a word of gratitude for the people, without whose cooperation the achievement would have remained a distant dream. It is not a mere formality to place on record the tireless efforts, ceaseless cooperation, constant guidance and encouragement of the people closely associated with the assignment but a distinct necessity for the authenticity and credibility of the project. First of all I present my sincere thanks to Mrs. Gita Agarwal who guide and encouraged us throughout our summer internship program in the project Market Research on Mobile Handset Buying Behavior. The following students are the members in marketing research survey

1.

2.

3.

4.

5.

6.

Thanking You

~2~

INDEX
SL. NO.
1 Acknowledgement

CONTENTS

PAGE NO.
2

2 3 4 5 6 7 8

Objectives Research Executive Summary Sample Questionnaire Research Analysis Behavior Of The Customer Conclusion

4 5 5 6 9 11 12

~3~

OBJECTIVES
To understand Mobile handset market. To ascertain the attributes which influenced the customers in selecting a particular mobile phone. To study the consumers satisfaction towards different mobile phone brands. To get information regarding new features consumers want in their handsets. To know the feeling of consumers towards their mobiles.

EXECUTIVE SUMMARY
We got exposure to the market of Mobile Phones and behavior of customers while purchasing Mobile Phones. Marketing being my area of interest for the summer project, I had chosen Market Research on Mobile Handset Buying Behavior as the topic of project with the advice of my industry guide. As company (nokia) is increasing its market share, so it is adopting new marketing strategies and for that need is to understand customers behavior while purchasing the product and their thinking about the product to make the brand successful.

~4~

RESEARCH
SAMPLING DESIGN

In this project simple random sampling is used which says the probability of being selected is known and equal for all members of the population. Blind Draw Method Various places in SOUTH EXTENSION were visited and respondents were randomly chosen from the mob.
SOURCES OF DATA

The data, which is collected for the purpose of study, is divided into Primary Source: The primary data comprises information survey of Factors affecting the choice of handset. DATA COLLECTION METHODS

Survey Method was used to collect data. Questionnaires were distributed to the respondents.

SURVEY METHOD

PERSONAL

Survey was conducted in South Delhi. Respondents consist of 100 customers from the mob.

~5~

SAMPLE QUESTIONNAIRE
SURVEY ON MOBILE HANDSET BUYING BEHAVIOR 1) Do you have a Mobile Phone? Yes ( ) No ( )

2) Which brand of Mobile Phone do you have? Spice ( ) Motorola ( ) Nokia ( ) Samsung ( ) LG ( ) Sony ( ) Reliance ( )

TATA ( ) Micromax ( ) Blackberry ( )

Others ( )

3) How frequently do you buy a Mobile Phone? Every 3 months( ) Every 2 years( ) Every 6 months( ) Hard to say( ) Every 1 year( )

4) Rate the following Mobile Phone purchase motivators Extremely Important PRICE BRAND SIZE WEIGHT TOUCH SCREEN Important Somewhat Important Unimportant Extremely Unimportant

~6~

KEYPAD MMS CAMERA BLUETOOTH WEBPHONE VOICE CLARITY MP3 PLAYER RADIO BATTERY BACKUP AFTER SALES SERVICE WARRANTY

5) What new features would you like to have in your Mobile Phone? . 6) Which type of Mobile do you prefer? Bar( ) Flap( ) Slider( )

7) Which color of Mobile do you prefer? Black( ) Specify if Others White( ) Silver( ) Gray( ) . Others( )

8) What is the source of information while purchasing Mobile Phones? Friends ( ) T.V. ( ) Newspaper ( ) Radio ( ) Magazine ( )

~7~

Internet ( )

Mobile Phone Retailers ( )

Others ( ) .

If others, Please specify 9) How do you take Purchase Decision of your Mobile phone? Self Decision ( ) Mobile Phone Retailer ( ) Friends ( ) Family ( ) Others ( )

10) Would you recommend your Mobile Phone Brand to your Friends? Yes ( ) 11) Age Below 20 years ( ) 40 to 50years ( ) 12) Sex Male ( ) 13) Occupation Service ( ) Student ( ) 14) Family Income Upto 20,000( ) 40,000 to 60,000( ) 15) How will you feel if you lose your mobile? . 20,000 to 40,000( ) Above 60,000( ) Business ( ) Homemaker ( ) Profession ( ) Others ( ) Female ( ) 20 to 30 years ( ) Over 50years ( ) 30 to 40 years ( ) No ( )

THANK YOU FOR GIVING YOUR PRECIOUS TIME

~8~

RESEARCH ANALYSIS
1.Market share of companys

Market Share
Nokia TATA Samsung Micromax 1% 1% 3% 2% 2% LG Spice 3% 3% Blackberry Motorola Reliance Sony

9%

17%

59%

2. DETAILS OF THE RESPONDENTS

Respond Details
Male Female

30%

70%

~9~

3. Age of the person

Frequency
Frequency 57

13

17

10 40 to 50

3 more than 50

less than 20

20 to 30

30 to 40

4. Occupation of the people

Frequency
Frequency 47 31 12 4 5

1 Others

Service

Student

Business

Homemaker Profession

5. Income levels (family per month)

Frequency
Frequency 36 24 15 25

upto 20000

20000 to 40000

40000 to 60000

above 60000

~ 10 ~

BEHAVIOR OF THE CUSTOMER

Purchase Interval
46

24 10 13

3months

6months

1year

2year

hard to say

Analysis: Most of the Consumers dont buy mobile handsets upto two years of the purchase. This shows they purchase mobiles when their old ones dont work properly.

2. Source of Information that you will get to purchase mobile.

Source of Information
Source of Information 37 29 19 11 1 Friends T.V. Newspaper 3 Magazine Internet Retailer

~ 11 ~

Conclusion: Before purchasing handsets, 37%consumers take information from their friends or retailers which tells that the experience of other consumers would matter for the brand. So, brand should provide what is promised and moreover after sales service would matter. Then comes the target 29% which obtain information from retailers. So, for getting this part of consumers as companys consumers, retailers should be lured with incentives and more and more schemes to sell companys brand. Next 19% get information from internet and to attract them advertisements on other most visited sites should be done. One way to be in the eye of internet dependants is to give ads in forms of Popup.

3. Purchasing decision that you will prefer.

Purchase Decision
Purchase Decision 60

24 10 6 Family Retailer

Self decision

Friends

Conclusion: Today consumer is smart enough to take final purchase decision. So, all the information about the handset given before to the consumer should be true. Otherwise, he will lose faith and as friends are the source of information before purchasing mobiles, brand image will be lowered.

~ 12 ~

CONCLUSION
As from the survey analysis we conducted for 100 people in South Extension, we came to conclusion that the buying behavior of the customers for Nokia mobile handset is very high. It also depends on the number of factors such as age(20-30 yrs),occupation(service) and income levels(60k pm).

~ 13 ~