REPORTONMOBILE HANDSET PURCHASE

AN INVESTIGATION INTO RESEARCH OF MOBILE PHONE PURCHASE" AN ANALYSIS OF BUYING BEHAVIOUR OF CONSUMERS A COMPARISON OF VARIOUS BRANDS & ITS FUNCTIONS DONE BY ACHINT MASIH, VISHAL MALHOTRA, ALLWYN THOMAS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE BBA COURSE FROM YMCA INSTITUTE, NEW DELHI-110001 DATE: 8-10-2014

LETTER OF TRANSMITTAL

Date : 8-10-2014Prof.Ranjan PaulSubject of Research Methodology (PTU)YMCA Institute, New Delhi-110001

Dear Sir,

Sub: Submission of assignment on Mobile handset purchase

Here is the assignment that we are assigned on the topic as per your request. The assignment has been completed by the knowledge that we have gathered from the course of BBA.

We are thankful to all those persons who have provided us important information & gave us valuable advice. We would be happy ,if you read the report carefully & we will be trying to answer all the questions that you have about the assignment.

We have tried our level best to complete this assignment meaningfully and correctly as much as possible. We do believe that our tiresome effort will help you to get ahead with this sort of venture. In this case, it will be meaningful to us. However, if you need any assistance in interpreting this assignment please contact us without any kind of hesitation.

Thanking you,

Yours obediently,

Achint Masih Vishal Malhotra Allwyn Thomas

Executive summary

The concept of buying behavior is of prime importance in marketing and has evolved over the year. It is important to understand consumer buying behavior as it plays a vital role in creating an impact on purchase of products. The human wants are unlimited and they always expect more and more. Mobile handsets are no exception to this behavior. This lead to constant modification of mobile handsets and today, we see a new model coming into the market practically every month. In this research, our findings gave us thorough insights of consumer buying behavior of mobile handsets. We found that consumers consider various parameters while buying mobile handsets. Factors such as price & functions availing & the utility and its hedonic aspects our considered very important. Also, we have been able to infer that people sub consciously register the brand, tend to recall. We also came to understand that most dealers have showed a tendency to market the mobile handsets as per consumers requirements. On the whole the market is a very important place to study the behavior of consumer & it also provide useful insights what a consumer requires in a product. It is only through research that a company will be able to study the buying behavior of consumers.

Introduction

The Report is based on the topic of mobile handset purchase . It basically talks about the mobile phones and it is treated as a vital instrument carried by individuals to be informed & to connect with the world. The report contains the objectives to understand the consumer behavior while buying, and factors affecting consumer choice & to know satisfaction level of the consumer.It includes the parameters considered like income group, age group, education & residence. So according to these factors, the hypothesis and research design is accomplished.

Review of literature

Moreover, 80% of the population use the smartphone and prefers the price range of less than 10000 & the range of 10001-20000. Meanwhile, the users mostly preferred the operating system of android, ios & windows. Most of the customers recently bought the phones like, Nokia, Samsung & Sony. If we look at their favorite mobile phone brands, Apple iPhone, Nokia & Samsung are dominant and their most trusted brand is Nokia and Apple respectively. The customers have mostly heard-off the brands like, Nokia, Apple & Samsung. The period of changing their phones is more than 1 year and they mostly prefer purchasing their handsets from local retail outlets and company outlets. Most of the customers preferred purchasing online through Flipkart, Amazon and Snapdeal. But, the reasons for changing their current mobile phone is either it is out of fashion or it is broken or stolen. The information about the handsets is generated through newspapers and magazines and through friends and colleagues. 93.33% of the population is planning to buy a new phone while 6.67% of the population still want to continue using their present phone. Satisfaction level of the customers is high in case of Apple iphone, Nokia and htc.

Research methodology

Scope of study: it is used to get the firsthand knowledge about the buying behavior of consumers towards different brands of mobile handsets. Through which mediums & assumptions, they purchase the phones.

Research design: the project is descriptive as it describes data & characteristics associated with the population using mobile phones. Descriptive research is used to obtain information concerning the current status of the phenomena to describe what exists with respect to variables in a given situation.

Data collection1. Primary data : It is original in nature in the shape of raw material. For the purpose of collection of primary data, a well-structured questionnaire was framed which was filled by the respondents. The questionnaire comprise of close ended as well as open ended questions. In close ended questions dichotomous, ranking, checklist questions & multiple choice questions are used.2. Secondary data: required data was collected from books, magazines, journals & internet.3. Sampling design: sampling refers to selecting some of the elements in a population by which one can draw conclusion about the entire population.4. Sampling unit : sampling unit is the single of the population. A single individuals who own a mobile phone form the sampling unit of the study.5. Extent : it refers to the geographical areas where there is a scope of population. The extent of the study is 30 persons.6. Sampling technique: convenience sampling -13 out of 30 , Random sampling- 11 out of 30 & telephonic sampling -6 out of 30.7. Sample size: the number of respondents included in the study was 30 for convenience in evaluating & analysis the data & because of time constraints.

Limitation of the study:Sincere efforts have been to collect authentic & reliable information respondents. However the report is subject to following limitation: 1. Some respondents were reluctant to give the information, so their responses may be biased

2. Sample may not be the true representative of the universe as it is limited upto 30 persons.

2. Study was conducted in Central, South and East Delhi. The outcome of research might differ in North, West and NCR regions of Delhi.3. A study by Motorola found that one in ten cell phone subscribers have a second phone that often is kept secret from other family members. These phones may be used to engage in activities including extramarital affairs or clandestine business dealings. This proves to be an exception to our research. Findings of the study:Suitable charts & diagrams :1. 2

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Conclusions and recommendations

According to the Research Plan, all mobile phones have a number of features in common, but manufacturers differentiate their own products by implementing additional functions to make them more attractive to consumers. This has led to great innovation in mobile phone development over the past 20 years. Consumer buying behavior: only 80% of the population use of smartphones & the price range in which they prefer is less than 10000 and between 10000-20000. Most of the consumers recently bought handsets of Nokia, Samsung & Sony. Their favorite mobile brand is Apple iPhone & most trusted brand is Nokia. They mostly change their handsets after a period of 1 year. Their place of purchase is local retail outlets as well as company outlets. Online shopping is most preferred through Flipkart. Price & Technology factors mostly affect the buyer decisions for purchasing the phones & Apple iphone is most likely to be bought by many in near future. Taking satisfaction level into account, Apple iphone is the most preferred handset and has received mostly positive reviews. Out of those 30, people between the age group of 18-24 and 25-30 are major respondats belonging to the income group of >10000, 20000-30000 and 30000+. Also the single and married persons share an equal proportion. Mobile commerce is not just about digital downloads, but is really linking digital marketing with real world commerce. In tough economic times consumers are searching for the best deal. The mobile internet is allowing consumers to search & find this in the best price in the best location. Among the teenagers, mobile phones are something else which cannot be apart from them, as the best electronic gadget. They use the phones for studies ,particular information, entertainment purpose, etc. The great impact of mobile phone purchasing, is led by the mobile service providers have decreased the cell rates, so low that is affordable by everyone & meanwhile increases the sale of the mobile service providers. In cheap rates, smartphones are available at present. The brand loyalty to the consumers are mostly prefer the Nokia & consumers have the familiarity with brand of Apple iPhone. SO, ACCORDING TO OUR RESEARCH WE HAVE PROVEN EVERY HYPOTHESIS TO BE VALID.

AppendixThe detailed information about the questionnaires & the codings as follows:

Bibliography Marketing research & consumer behavior ( S. SUMATHI & P SARAVANAVEL) Pakola J. and Sevento R.(2003), An investigation of consumer behavior in mobile phone markets in Finland, accessed from www.oasis.oulu.fi Websites: http://www.telecomindiaonline:com/indian_telecom_stats.htmlhttp://www.convergenceinda.org/ci%20 pdf/telecom.pdf