Brand Preference of Lakme Products

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IJRFM

Volume 2, Issue 3 (March 2012)

(ISSN 2231-5985)

A STUDY OF CONSUMER BEHAVIOUR WITH REFERENCE TO MOBILE PHONES IN SAMINATTHAM PANCHAYAT , SIVAKASI BLOCK , TAMIL NADU V. Alagu Pandian* Dr. J. Mohamed Ali** Upnish Yadav*** A. Mahendran****

ABSTRACT
Consumer behavior is the act of individuals directly involved in obtaining and using economic goods and services, including the decision processes that precede and determine this act. Cell phone was developed in 1979. In India it was introduced in 1994. But it becomes familiar only in the beginning of year 2000. Now cell phone users are scattered over the world. One fifth of Indians are using cell phone. It is a very fast point to point communication. It helps one to send and receive information anytime and anywhere. The effective and efficient usage of cell phone largely depends upon the attitude of cell phone users and growth of this communication sector depends on the cell phone service providers. Cell phone users meet many problems. Problems pertaining to buying a cell phone, choosing an activation card, tower problem, variety of schemes, recharge coupons, roaming and optimum use of cell phone facilities are some of the vital issues of the cell phone users. So the researcher made sincere attempt to analyse the consumer behavior of mobile phones in the study area.

*Faculty Member, Institute of Cooperative Management, Dehradun. **Head of the Department, H.K.R.H.College, Uthamapalayam. ***Faculty Member, IGICM, Lucknow. ****Faculty Member, RICM, Bangalore. International Journal of Research in Finance & Marketing http://www.mairec.org 73

IJRFM INTRODUCTION

Volume 2, Issue 3 (March 2012)

(ISSN 2231-5985)

Cell phone was developed in 1979. In India it was introduced in 1994. But it becomes familiar only in the beginning of year 2000. Now cell phone users are scattered over the world. One fifth of Indians are using cell phone. It is a very fast point to point communication. It helps one to send and receive information any time and any where. The effective and efficient usage of cell phone largely depends upon the attitude of cell phone users and growth of this communication sector depends on the cell phone service providers. Cell phone users meet many problems. Problems pertaining to buying a cell phone, choosing an activation card, tower problem, variety of schemes, recharge coupons, roaming and optimum use of cell phone facilities are some of the vital issues of the cell phone users. Cell phone plays a predominant role in the modern life because cell phones are used by all levels of people. A day may come; where in, number of cell phone users may be greater than number of telephone users.

SCOPE AND PERIOD OF THE STUDY
The present study confines to Saminattham Panchayat of Sivakasi block, Virudhunagar District of Tamilnadu. The study was carried out during the month of October 2011.

OBJECTIVES OF THE STUDY
1. Identify the most popular brand of mobile phones in Saminattham Panchayat. 2. Provide a clear insight on the attitude of the cell phone users. 3. Bring out the main purposes of using mobile phones.

HYPOTHESES
Based on the objectives of the study the following hypotheses have been framed. 1. There exists relationship between sex of the respondents and the impact of advertisement on mobile phone brand selection. 2. There exists a relationship between the income of the respondents and the impact of advertisement of mobile phone brand selection.

SAMPLING DESIGN
The Saminattham Panchayat consists of four stratas of villages namely Saminattham, S.Pudupatti, Arunachalapuram and Mannukkumeendanpatti. From each village 10 respondents are interviewed for the study. Thus in total 40 respondents were selected for the study.

TOOL USED
Statistical tools used in the present paper are: International Journal of Research in Finance & Marketing http://www.mairec.org 74

IJRFM

Volume 2, Issue 3 (March 2012)
 Percentage Analysis  Chi –...
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