Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

mobile phone buying behavior

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Wird geladen in …3
×

Hier ansehen

1 von 30 Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Anzeige

Ähnlich wie mobile phone buying behavior (20)

Aktuellste (20)

Anzeige

mobile phone buying behavior

  1. 1. CONSUMER BUYING BEHAVIOUR OF YOUTH TOWARDS MOBILE PHONE Presented By Aakash Bihani Kavita Kumari Shireen Sood Sohini Bhuwalka
  2. 2. OBJECTIVES OF THE STUDY Primary Objective: To study the buying behavior of mobile phone users in kolkata Secondary Objectives: 1. To know and understand the brand preferences of mobile phone users 2. To study the usage pattern of mobile phones 3. To probe the reasons or causal factors behind the purchase of mobile phones 4. To identify the mobile phone buying decision factor
  3. 3. INTRODUCTION Mobile phone has become an integral part of human daily and personal communication across the globe Mobile phone was developed in 1979. In India it was introduced in 1994. But it became familiar only in the beginning of year 2000 It is a very fast point to point communication. It helps one to send and receive information anytime and anywhere Mobile phone plays a predominant role in the modern life because mobile phones are used by people at all levels
  4. 4. With 3G mobile data networks quickly becoming reliable and affordable, we see a big shift in the way users consume information on their handhelds Mobile phone is a milestone that indicates success, not only financially but also culturally in term of the integration within society Mobile phone usages have resulted in greater electronic interactions between friends and family at the expense of face to face interaction which has dramatically reduced Consequently, it could be proposed that mobile phones are changing individual cultural norms and values
  5. 5. RESEARCH METHODOLOGY Data Type – Data collection was done through primary and secondary source Tools For Data Collection- Questionnaires were given out Sample unit- Students of Kolkata Sample Size- 100 questionnaires were filled Sampling Technique- Convenience sampling method
  6. 6. Data Collection Method- Data for the study was collected through primary sources and exploratory methods Data Processing- Data was entered into MS-EXCEL sheets and analyzed graphically Graphical Representation- Pie charts and bar diagrams are used to explain the analysis
  7. 7. SAMPLING We have used convenience sampling method The primary sample of 100 consists of students From our sample size we came to understand that Samsung was the most widely used brand because of its features and variety of prices
  8. 8. Analysis Understanding consumer behaviour Reason for purchase 60 Better features, 56 “consumers buy a particular handset more for its utility than for its asthetics…” 50 40 30 Brand loyalty, 30 20 Price competitiveness, 10 10 Phone reviews, 2 Attractive ads, 2 0 0 -10 1 2 3 4 5 6 We found that about 56% expect better features out of the phone whereas phone reviews and attractive advertisements hardly play any role.
  9. 9. Understanding brand preference Currently used brand LG Others 2% 2% blackberry 4% Apple 6% nokia 34% samsung 36% sony xperia 16% Across the mobile handset industry in Kolkata we find that Samsung has been the most dominant player in the industry and boasts a market share of 36%.
  10. 10. Previously owned brand Blackberry Others First phone 2% 4% 4% Apple 4% LG 4% 42% of the students used the Nokia phone before switching to the current brand. Nokia 42% Samsung 36% Sony Xperia 4%
  11. 11. Price Range Rs 30001 and above 6 Rs 20001-30000 6 Rs 10001-20000 40 Rs 5001-10000 38 Below 5000 10 0 5 10 15 20 25 30 35 40 45 40% of the students use phone between the price range of Rs10001-20000 whereas 6% use Rs20001
  12. 12. Price is important 50 Agree, 46 45 40 35 Strongly Agree, 30 30 25 Neutral, 22 The price of the phone matters to the sample size of our research as 47% agree. 20 15 10 5 0 Strongly Agree Agree Neutral Price is important Disagree Strongly Disagree
  13. 13. Place Of Purchase Small Online electronic8% shop 2% Branded electronic retail store 18% Official exclusive brand outlets 12% Others 6% Branded mobile retail store 54% Branded mobile retail store has the major market share of 54% when it comes to the place of purchasing a new phone and small electronic shops are the least preferred place of purchase.
  14. 14. Frequency of changing phone 50 45 40 35 30 25 20 15 10 5 0 0-6 months 6months-1year 1-2years more than 2 years
  15. 15. Reasons for changing phone Expiration of service contract 4% Maintenance and repair problems 44% Want more stylish phone 16% Want more features and services 36%
  16. 16. Brand loyalty 70 45 60 40 50 35 30 40 25 30 20 20 15 10 10 5 0 0 Prefer to sticking to current brand Open to buy a different brand Not sure Yes Openness to a new brand No Don't Know
  17. 17. Parameters for buying a new phone Phone phone must be easy to use Consideration of the operating system before purchase 45 40 0% 6% 35 14% 30 40% 25 20 40% 15 10 5 Strongly Agree 0 Strongly Agree Agree Neutral Disagree Strongly Disagree Agree Neutral Disagree Strongly Disagree
  18. 18. Phone size matters Screen resolution should be high 60 Strongly Disagree 50 Disagree 40 30 Neutral 20 Agree 10 Strongly Agree 0 0 10 20 30 40 Strongly Agree Agree Neutral Disagree Strongly Disagree
  19. 19. Large storage space is a necessity Shape of the phone is important 60 Strongly Disagree 50 Disagree 40 30 Neutral 20 Agree 10 Strongly Agree 0 Strongly Agree Agree Neutral Disagree Strongly Disagree 0 10 20 30 40 50 60
  20. 20. The phone should have a touchscreen 60 50 40 30 20 10 0 Strongly Agree Agree Neutral Disagree Strongly Disagree Influence of advertisements during purchase 50 40 30 20 10 0 0 1 2 3 4 5 6
  21. 21. Battery back up should be good Strongly Disagree Disagree Neutral Agree Strongly Agree 0 10 20 30 40 50 60 70
  22. 22. CHI SQUARE TESTING Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis The chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result The formula for calculating chi-square (chi2) is: chi2= (o-e)2/e That is, chi-square is the sum of the squared difference between observed (o) and the expected (e) data (or the deviation, d), divided by the expected data in all possible categories.
  23. 23. Sample size=100 , Confidence level=95% , No .of male=16 , Value of Z=1.96 No. of female=84 Hypothesis testing is based on whether the price of mobile phone is important factor for buying behavior. Sex Price is imp. factor Price is not imp. factor Total Male 14 2 16 Female 62 22 84 Total 76 24 100
  24. 24. R1XC1/total = 16X76/100=12.16 , R1XC2/total = 16X24/100=3.84 R2XC1/total= 84X76/100=63.84 , R2XC2/total=84X24/100=20.16 12.16 3.84 16 63.84 20.16 84 76 24 100 (O is observed frequency , E is expected frequency) O 14 62 E 12.16 63.84 (O-E) 1.84 -1.84 (O-E)² 3.3856 3.3856 (O-E)²/E 0.278 0.053 2 22 3.84 20.16 -1.84 1.84 3.3856 3.3856 0.881 0.167 ∑ (O-E)²/E=1.379
  25. 25. Analysis of chi square testing • Calculated value of (O-E)²/E=1.379 • Degree of freedom = (r-1)(c-1)=(2-1)(2-1) =1 • Tabulated value of Z= 1.96 (tabulated value > calculated value so hypothesis is accepted.) Hence, we concluded that price is one of the important factor for buying behavior of mobile phone
  26. 26. RECOMMENDATIONS The survey and analysis that we have conducted has brought out certain interesting facts and given insights into the buyer behaviour in case of mobile handsets. Using these insights we suggest a few recommendations to the handset brands to beat the ever-winning brand SAMSUNG. How to be on top of the game? Focus On Product & Price Be a Technology Driven Company Utility more important…Aesthetics come second…
  27. 27. CONCLUSION Handset buying is a high involvement product wherein the consumer wants to know from different sources about brands, though SAMSUNG is the first name that comes to their minds  Word of mouth plays an important role in such products and therefore it is important for the product to be of important quality Companies should therefore concentrate more on developing the first P and make it available at reasonable and reachable prices. So, the product itself becomes the promotion for the brand…….
  28. 28. SCOPE OF THE STUDY The available researches do not provide the proper information about the behaviour of customers towards mobile phones. So this study is aimed to know the awareness of mobile phones among people among people. To study the psychology of the customers behind their choice of mobiles.
  29. 29. LIMITATIONS OF THE STUDY • The study suffers from the major limitation of obsolesce of the information • There is a biased opinion based upon the preference of the data provider on the basis of his/her purview
  30. 30. THANK YOU!!

×