Consumer Behavior for Mobile Phones

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Table of Contents
ABSTRACT6
INTRODUCTION7
ABOUT THE COMPANY7
ABOUT THE INDUSTRY8
CONSUMER BEHAVIOR9
LITERATURE REVIEW12
WHY THIS PROJECT13
OBJECTIVES13
RESEARCH PROCESS14
METHODOLOGY15
RESULTS/FINDINGS16
DEMOGRAPHICS16
LOCATION17
PHONE OWNERSHIP18
USAGE DETAILS19
DECISION MAKING21
REASON FOR CHANGING PHONE22
WHO INFLUENCES PURCHASE DECISION23
PLACE PREFERRED FOR BUYING24
BRAND RECALL25
NEW FEATURES29
FACTOR ANALYSIS32
INTERPRETATIONS40
SUGGESTIONS/RECOMMENDATIONS41
LIMITATIONS42
ANNEXURE-143
ANNEXURE-244
ANNEXURE-3 - QUESTIONNAIRE45
REFERENCES48

ABSTRACT

My project that is “Consumer behavior for mobile phones” is basically is a market research project. The nature of the research is Exploratory that is I have not done this to find out the solution of a specific problem rather it is just a preliminary step. Based on the results of this report a more rigrous, more conclusive future study can be done. It will provide a greater understanding of the concept or will crystallize a problem, rather than providing precise measurement or quantification. There are three main interrelated purposes for this research 1) Diagnosing a situation; 2) Screening alternatives; 3)Discovering new ideas. The heterogeneity among people makes understanding consumer behavior a Challenging task to marketers. Hence marketers felt the need to obtain an in- depth knowledge of consumers buying behavior. Finally this knowledge acts as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise marketing strategies in order to create long term customer relation The Mobile Handset industry is already a very well researched subject, but due to the dynamic nature of this industry and the fact that it is technology driven results become outdated very quickly and since the company for which I am doing that is VIDEOCON is still a new entrant in the mobile handset industry so this study is more customized to their requirements rather than a typical consumer behavior research. The research was done through primary data which was collected using a questionnaire. The respondents were selected on random basis in Delhi, NCR and Haryana. A total of 335 respondents were personally interviewed by me and data was collected based on their opinions. The information which I tried to capture for my research was * Demographics

* Phone Ownership
* Usage details
* Decision making
* Brand recall
The results have indicated that although the choice of a mobile phone is a subjective choice there are some general factors that seem to guide the choices. There are some interesting findings in this report about the phone people are using, why they use a phone, after how much time they change their phone, what are the various alternatives they consider while buying a phone and which brands are at the top of the mind of the people.

Results in this report can be used for making some important decisions as well as a more conclusive further study can also be carried out based on the results. One of them can be cluster analysis which can be carried out based on the results of factor analysis. INTRODUCTION

ABOUT THE COMPANY

Videocon is an industrial conglomerate with interests all over the world and based in India. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It is also the third largest picture tube manufacturer in the world The Videocon group has an annual turnover of US$ 2 billion, making it one of the largest consumer electronic and home appliance companies in India. Since 1998, it has expanded its operations globally, especially in the Middle East. Today the group operates through six key sectors:

* Consumer Electronics
* Mobile Phones
* Color Picture tube glass
* Oil and Gas
* DTH
* Telecommunication
Videocon’s mission is a reflection of continuity...
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