Demographic Factors Such as Age, Income, Gender and Profession with Brand Choice and Brand Switching of Mobile Phone Handset Users in Mumbai

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EXECUTIVE SUMMARY

India being the country with the second largest population in the world it has unmatched scope for brands to exploit the large untapped market for mobile phones in India. Especially with recent statistics showing us that markets in the developed countries have already been exhausted and have been exploited to their full potential, it is developing countries with large populations like India that will play a major role in the expansion of the mobile handset industry if products are developed, priced and marketed in accordance with what is required by the customers in these markets.

Thus it is important to know the various demographic factors that determine the brand choice of a particular handset in the largely competitive oligopolistic market of India with several brands engaged in fierce non-collusive combat with each other to gain a majority share in the Indian market. It is only when the relation of important demographics such as Age, Income, Occupation and Gender with brand choice and brand switching tendencies are determined that a firm can develop the marketing mix of their product line to reach their target audience and position itself in the Indian market. Thus this report focuses on “The study of relationship of demographic factors such as Age, Income, Gender and Occupation with Brand choice and Brand switching of mobile phone handset users in Mumbai.”

A research proposal outlining the rationale, theoretical framework and the difficulties in the research is followed by an introduction providing the required background of the mobile phone industry (industry profile), background of the major handset manufacturers in India (company profile) and details about the products the manufactured (Product profile) in relevance with the research question.

The analysis is based on the results from an extensive customer audit which was drawn up using primary research in the form of interviews/surveys distributed through the process of random sampling and secondary research by way of utilizing books from the school library. The results from the customer audit were interpreted in the form of tables and graphs which were then used for the calculation of the final results though Chi Square method. The results from Chi Square calculation led us to the findings that the demographic factor of occupation has no influence on brand choice of mobile phone handsets and the demographic factors of gender and income have no influence on brand switching of mobile handsets.

In the conclusion on the basis of the analysis we recommend mobile handset developers to utilize marketing strategies such as market leader and market challenger strategies coupled with growth strategies through the usage of the Ansoff Matrix in order to achieve maximum potential growth in India with each brand depending on their marketing mix and position in the market being provided with a different solution. However further market research will have to be undertaken by Mobile Handset developers, especially those provided with suggestions that require heavy capital investments as our report is partially based on a few ‘estimates’ and ‘actuals’ as a result of confidentiality issues in this heavily competitive industry.

RESEARCH PROPOSAL

Research question:
The study of relationship of demographic factors such as Age, Income, Gender and Profession with Brand choice and Brand switching of mobile phone handset users in Mumbai. Rationale for study:
India being the country with the second largest population in the world it has unmatched scope for brands to exploit the large untapped market for mobile phones in India. Thus it is important to know the various demographic factors that determine the brand choice of a particular handset in the largely competitive oligopolistic market of India.

Theoretical framework:
We plan to use the various tools such Customer audit, Chi Square and even the Ansoff Matrix in my evaluation of the demographic...
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