Consumer buying process model

Topics: Mobile phone, Smartphone, Decision making Pages: 19 (2542 words) Published: December 9, 2013
Consumer Buying Decision Process: Mobile Phone

CHAPTER1
INTRODUCTION

Page 1 of 15

Consumer Buying Decision Process: Mobile Phone

1.1 Origin of the report:
As the students of MBA program in East West University is assigned to prepare a term paper on “Consumer buying process model” and it is based on my own buying experience by my honorable course instructor “ Professor, Dr. Humayun Kabir Chowdhury” Which is a partial requirement of the course “Marketing Management (MKT 501)”.

1.2 Background of the study:

This report is prepared on Consumer buying process model. In the preparation of this paper work I have experienced some new concepts which I did not before. This report will give a brief picture of Consumer buing process of a mobile phone as this paper is made based on my own mobile phone buying experience. By preparing such report I have learned how to prepare a good report in real life scenario and practical concept that will help me to develop my skills.

1.3 Objective of the Study:

The report has broad as well as specific objectives.


Broad Objective



Specific Objectives

Broad Objective
The broad objective of the report is:
 To analyze and understand the consumer buying process of a mobile phone. Specific Objectives
The specific objectives of the report are:
 To analyze different factors that influences consumer buying process.  To gather more knowledge and experience about mobile phone market in Bangladesh.  To develop some recommendations regarding the buying process of mobile handset.  To study the consumer’s behaviour towards different mobile handsets. Page 2 of 15

Consumer Buying Decision Process: Mobile Phone

1.4 Scope:
The output of this report will help to understand the consumer’s choice and preference on different brands of Mobile handset. The present study considers different mobile handsets like Nokia, Sony Ericson, LG, Samsung, Motorolaetc etc. The main objective of this study is to analyze the consumer buying process during taking new mobile handsets. The report covers all those areas necessary to accomplish an effective analysis. So, the study provides some real chance to explore the factors.

1.5 Methodology:
Source of data
Information used in the report is collected from both primary and secondary sources. Primary sources
All the necessary primary information is gathered from personal observation and buying experience of mobile handset.
Secondary sources
Some secondary data have been collected to make the report work more concrete. These data have been collected from:
 Books and journals
 Research paper on different market survey
 Wikipedia
 Websites of mobile handset company
1.6 Limitation:
To prepare the report within the given time period I have tried my best to collect all necessary information to make the report work resourceful. The study has great importance and requires huge work. I have faced some limitation in completing of the report.  Problem faced to recall all the activities during my purchase time.  Lack of time

 Insufficient of proper books, term papers, journals etc. Page 3 of 15

Consumer Buying Decision Process: Mobile Phone

Chapter2
Consumer Buying Process Overview

Page 4 of 15

Consumer Buying Decision Process: Mobile Phone

2.1 Consumer buying decision process:
Buyer decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service. Behind the visible act of making a purchase lies a decision process. So, The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.

2.2 Consumer buying decision process stages:

Marketing scholars have developd a stage model of buying decision process. The consumer passes through five stages: Problem recognition, Information search, Evaluation of alternatives, Purchase...
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