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consumer behaviour by chetan raja (VIT)

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consumer behaviour by chetan raja (VIT)

  1. 1. CONSUMER BUYING BEHAVIOUR WHILE PURCHASING SMART PHONE A PROJECT REPORT Submitted in partial fulfilment for the award of the degree of Bachelor of commerce (CA) By CHETAN RAJA (12BCC0027) Under the supervision of RAMOLA PREMALATHA J (Assistant Professor Sr.)
  2. 2. DEFINITION:  The term consumer behaviour refers to the behaviour that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their need.  The buying behaviour of consumers toward smart phone is increasing this was the main reason for selecting as a final year project  The main aim of the research is to analyse the external and internal factors which are influencing in a consumer while purchasing a smart phone. The research also focuses on consumer attitude for smart phone and influence of brand on consumers in buying decisions.
  3. 3. OBJECTIVES OF THE STUDY 1. To know the consumer buying behaviour while purchasing smart phones by VIT students, staff, etc. 2. It will help the marketers to improve and introduce a new product in the market. 3. To analyse what are the internal and external factors which influences while purchasing a smart phone? 4. To find out what are the factors which influences the students of VIT University to buy Smartphone’s.
  4. 4. SCOPE OF THE STUDY  The study is conducted in Vellore city mainly concentrating the students, staff, faculty, supervisors of VIT University.  This study will helps to know the factors which influencing the VITian's buying behaviour of Smartphone’s.  This study helps to know the buying behaviour of the VITian’s while choosing smart Phones.  The study also helps to know the consumers satisfaction level towards different branded mobile phones which VITian’s have.  The study also helps to know the reasons for the dissatisfaction of the users of Smartphone.
  5. 5. LIMITATIONS OF THE STUDY Every project faces some limitation, while taking the survey there are some limitation which is mentioned below. 1. This study was carried out only among the consumers in Vellore and mainly targeted the students of VIT University. 2. With respect to actual population of VIT University the sample size was too small since VIT have more than 20000 students. 3. The sample was taken on the basis of convenience of the student since few of the students didn’t fill the all 20 question.
  6. 6. RESEARCH METHODOLOGY  The primary methods of data collection that is questionnaire technique was used to collect the data required. No of Respondents include both male and female in that about 100 samples have been collected for the study. The studies have been carried out by using a wide range of academic resources such as articles, books, journals and websites to gain more information regarding the topic which will help when analysing the collected data. Surveys are good in evaluating effectiveness and also influences on consumers behaviour. Sampling is an important feature for all research.  PRIMARY DATA& SECONDARY DATA  For collecting the data for the report, the primary data have been collected through questionnaire. This questionnaire aims to gather information from individual point of view. The secondary data means those data which have already been from books, magazines, newspapers, internet.
  7. 7. FACTORS INFLUENCING THE BUYING BEHAVIOUR OF CUSTOMERS WHILE PURCHASING SMARTPHONE. 1. MARKETING FACTORS 2. PERSONAL FACTORS 3. PSYCHOLOGICAL FACTORS 4. SOCIAL FACTORS 5. CULTURAL FACTORS
  8. 8. 1.GENDER OF THE RESPONDENT WHILE PURCHASE SMARTPHONE. According to the survey which took in Vellore city , it was found that 87% male respondents while the portion of female is just 13% this is one of the limitation of this survey .It was found that women of Vellore city very shy by nature. They hesitate while facing the stranger. 0 10 20 30 40 50 60 70 80 90 100 MALE FEMALE Series1
  9. 9. 2.IMPORTANT FACTORS WHILE YOU PURCHASE SMART PHONE Most of the people of Vellore voted for brand and price both are the two important factors while purchasing a smart phone ,brand such as Samsung, Sony, MicroMax they trust these brand, so don’t have inspection in these brand while purchasing smart phone. 0 5 10 15 20 25 30 Series1
  10. 10. 3.HOW YOU ARE PURCHASING A SMART PHONE Most of them said that they purchase the smart phone from dealer & retailer so that they can check the products carefully while purchasing but some of them said that with branded phones like Samsung, Sony etc they can purchase through online because they trust the quality. 0 5 10 15 20 25 30 35 40 45 50 FLIPKART SNAPDEAL DEALERS & RETAILERS Series1
  11. 11. 4. YOUR MODE OF PAYMENT WHILE PURCHASING SMARTPHONE People said that they pay cash while purchasing the smart phone .They don’t feel safe enough to share their account no, password etc. So they hardly use debit card or credit card for the payment purpose. 0 10 20 30 40 50 60 70 80 90 CREDIT CARD CASH DEBIT CARD
  12. 12. 5.BUDGET FOR YOUR SMART PHONE Most of the people purchase smart phone within the range of RS 5000 to RS10000. They mainly purchase phones like Samsung galaxy star advance350, Moto e, Micromax canvas very few people purchase phone above RS 20000 & above. 0 10 20 30 40 50 60 5000-10000 10000-15000 15000-20000 20000& above Series1
  13. 13. FINDINGS: The following are the significant findings that have been noted from the personal information of the respondents which was conducted in Vellore. 1.From the survey it was found that there were 87% male respondent and 13% female respondent because ratio of Male: Female in VIT is not balanced. 2. Most of the people depend upon brand while purchasing a Smartphone because they feel that brand play a important role while purchasing in branded product they don’t have to inspect the quality of the product. 3. While taking the survey it was found that most of the people of VIT have Samsung mobile it is because Samsung is a branded company and its service centre can easily found in anywhere and another reason is that Samsung launch a product mainly targeting the middle income group.
  14. 14. SUGGESTIONS From the results, here are the suggestions to improve consumer buying behaviour toward Smartphone. 1.Mobile industry have to concentrate more on youth segment by giving more advanced features like auto update of software ,camera quality, battery backup. 2. Nokia phone should develop and modify their operating system, since Nokia used to launch windows phone which is very difficult to handle it some sometimes hank. 3. As the Smartphone gets smarter and consumer expectations rise, mobile technology is required to continuously offer innovative and cutting –edge service.
  15. 15. CONCLUSION  There is a continuous increase in disposable income of the people; there has been a major shift in the attitude and the buying behaviour of the consumers of the Vellore. The main aim of the research is to analyse the external and internal factors which are influencing in a consumer while purchasing a smart phone. The study of consumer buying behaviour is the most important factor for marketing of any goods and services.  From the survey it was clear that Nokia phone is losing its market it is because most of the people said that it is not convenient to use windows phone while at the same time other brand are manufacturing android phone with latest software . Now Nokia has switch towards Microsoft, planning to manufacture phone according to the customer choice.
  16. 16. LITERATURE REVIEW An exploratory study on consumer buying behavior Mumtaz Ali 1 , Jing Fengjie 2 , Naveed Akhtar Qureshi 3 Impact of Product Packaging on Consumer’s Buying Behavior Rizwan Raheem Ahmed1 , Vishnu Parmar2 and Muhammad Ahmed Amin3 Influence of Brands on Female Consumer‟s Buying Behavior in Pakistan Hareem Zeb, Kashif Rashid, and M.Bilal Javeed Impact of lifestyle on brand preference of buyer behaviour A Dr. A.C. Pandey1 and Mithilesh Kumar Pandey

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