Study of Consumer Buying Behavior regarding the different Brands of Mobile Handsets

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Table of Contents

Chapter No.

Particulars

Page no.

1 2 3 4 5

Introduction Research Methodology Data Analysis and Interpretation Results and Findings Conclusion and Summary Appendix Bibliography

4-13 14-17 15-30 31-32 33 34-38 39

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Chapter 1 1.1 INTRODUCTION

Information technology is "the study, design, development, implementation, support or management of computer-based information systems, particularly software applications and computer hardware." Encompassing the computer and information systems industries, information technology is the capability to electronically input, process, store, output, transmit, and receive data and information, including text, graphics, sound, and video, as well as the ability to control machines of all kinds electronically. Information technology is comprised of computers, networks, satellite

communications, robotics, videotext, cable television, electronic mail ("e-mail"), electronic games, and automated office equipment. The information industry consists of all computer, communications, and electronics-related organizations, including hardware, software, and services. Completion of tasks using information technology results in rapid processing and information mobility, as well as improved reliability and integrity of processed information. It is a convenient term for including both telephony and computer technology in the same word. It is the technology that is driving what has often been called "the information revolution". Nowadays it has become popular to broaden the term to explictly include the field of electronic communication so that people tend to use the abbreviation ICT (Information and Communication Technology). "Electronic and information technology" is a term used in the 1998 amendments to Section 508 of the Rehabilitation Act. The term is used to define the scope of products covered under Section 508. Section 508 requires that electronic and information technology that is developed, procured, maintained, or used by the federal government be accessible.

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Electronic and information technology includes computer hardware and software, operating systems, web-based information and applications, telephones and other telecommunications products, video equipment and multimedia products, information kiosks, and office products such as photocopiers and fax machines.

1.2 History
Information technology dates back to 5000BC, when people started using alphabets as a medium of communication. However, its actual emergence started with the first ever use of the computer. The real modern mechanical computer was conceived in 1822 by Charles Babbage. Then came the electromechanical age in 1840s with the discovery of different ways to harness electricity and the information was converted into electric impulses. This led to the beginning of telecommunication and telegraphy in late 1800s. As the loading coil and vacuum tube made possible the early telephone network, the wireless revolution began only after low cost microprocessors and digital switching became available. Since then, four generations of computers have evolved. Each generation represented a step that was characterized by hardware of decreased size and increased capabilities. The first generation used vacuum tubes, the second transistors, and the third integrated circuits. The fourth (and current) generation uses more complex systems such as Very-large-scale integration or System-on-a-chip. Mobile rigs were the beginning of mobile phones for use in vehicles such as taxicab radios, two way radios in police cruisers, and the like. A large community of mobile radio users, known as the mobileers, popularized the technology that would eventually give way to the mobile phone. The concept of using hexagonal cells for mobile phone base stations was invented in 1947 by Bell Labs engineers at AT&T and was further developed by Bell Labs during the 1960s. One of the first truly successful public commercial mobile phone networks was the ARP network in Finland, launched in 1971.The first hand held mobile phone to become commercially available was the Motorola DynaTAC 8000X, which
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received approval in 1983. Until the late 1980s, most mobile phones were too large to be carried in a jacket pocket, so they were usually permanently installed in vehicles as car phones. With the advance of miniaturization and smaller digital components, mobile phones got smaller and lighter.

1.3 Current scenario

Mobile phones have gained a lot of popularity and are the considered to be great multimedia tools. Mobile phones are being used for entertainment purposes due the introduction of new features everyday. They have become more than just call making and receiving devices. Mobile phone handsets now have more businessfriendly applications that can enhance anybodys business. With emerging technology, mobile phones have become more than communication devices; they are the tools to stay ahead of competitors and peers in the present times. Soon mobile phones will evolve from communication tools to integrated communication devices, media terminals, credit cards, and remote controls.

1.4 Global mobile handset market

The phenomenal rise of the mobile phone has seen its image change from a yuppie status symbol to a daily essential. Along the way, it has created thousands of jobs, changed the way we do business, and made an awful lot of money for investors. Today Key Handset technologies include GSM, CDMA, and 1xEV-DO, WiFi VoIP, TDMA, 3G, 4G and Blue Tooth. Worldwide mobile phone sales cruise to 990.8 million units in 2006, up a hefty 21.3% from 2005s 816.6 million units. The estimated growth figures are6.4% in 2007, 4.8% in 2008 and 2.6% in 2009. Notwithstanding the gradual decline in the growth figures, the annual handset sales are predicted to reach more than US $ 3 Billion by 2009.The total number of mobile phone subscribers in the world was estimated at 2.14 billion in 2005.

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Around 90% of world's population have mobile phone coverage as of 2006. This figure is expected to increase to 90% by the year 2010. With the periodic introduction of new features and multimedia tools in the mobile handsets due to technological advances, more and more people in the Asian continent fancy buying them. There are many diversities and complexities in the Asian mobile handset market due to types of customers, government regulations, regional/geographical wireless infrastructure, and the purchasing power. Basically, the Asian market looks at the mobile handsets as status symbols. The market is seen best for the low-end phones, but there is a huge rise in the demand for flashier and costlier phones. India, China, Korea, and Malaysia are fast evolving as the biggest markets for mobile handsets and in coming years they will mainly carry on the global handset sales.

1.5 Major Global Players

Table 1.1: showing market share of major global players of mobile phones in 2009 Company Samsung Nokia Apple ZTC LG Huawei device Research in Motion Motorola 2009 Market Share (%) 20.7 19.8 7.9 4.2 3.5 3.6 2.4 2.0 1.9

Sony Mobile Communications HTC

1.8

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Others Total

33.2 100.00

Nokia Corporation is the world's largest manufacturer of mobile telephones. It produces mobile phones for every major market and protocol, including GSM, CDMA, and W-CDMA (UMTS).The corporation also produces telecommunications network equipment for applications such as mobile and fixed-line voice telephony, ISDN, broadband access, voice over IP, and wireless LAN. Nokia's Mobile Phones division provides the general public with mobile voice and data products across a wide range of mobile devices. The division aims to target primarily high-volume category sales of mobile phones and devices, with consumers being the most important customer segment. Nokia believes that design, brand, ease of use and price are mainstream mobile phones' most important considerations to customers. Nokia's product portfolio includes camera phones with features such as megapixel cameras which appeal to the mass market. Motorola is an American multinational communications company based in Schaumburg, Illinois, a Chicago suburb.Most of Motorola's products have been radio-related, starting with a battery eliminator for radios, through the first walkie-talkie in the world, defense electronics, cellular infrastructure equipment, and mobile phone manufacturing. Motorola has recently been regaining market share in the cellular-phone business from Nokia, Samsung, and others due to stylish new cellular phone designs. Samsung Electronics is currently one of the world's largest IT companies by revenue. The company also claims to be have the highest brand value among consumer electronics companies. Headquartered in Seoul, South Korea, it is part of the Korean Samsung Group, operating in approximately over 100 countries.It is the number 1 mobile phone manufacturer in Asia.
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Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. Both companies have stopped making their own mobile phones. The reason for this merger is to combine Sony's consumer electronics expertise with Ericsson's technological leadership in the communications sector. The company's global management is based in Hammersmith, London. It also has research & development teams in Sweden, Japan, China, Canada, the Netherlands, the United States, India and the United Kingdom. LG Electronics is one of the world's leading electronics companies. It is part of the Korean LG Group, operating in approximately 80 countries. Its mobile phones division provides CDMA, GSM, 3G Handsets. ZTE (Zhong Xing Telecommunication Equipment Company Limited) is a Chinese corporation and that systems. designs Based and in manufactures Shenzhen, and equipment

publicly-owned,

telecommunications

established in 1985 ZTE offers a wide variety of telecommunication products that provide services, including value-added services such as video on demand and streaming media to its customers, which are primarily telecommunications service providers, mobile network operators, etc Kyocera Communications Inc.(KCI) is a manufacturer of mobile telephones for CDMA networks and is a wholly owned subsidiary of Kyocera Corporation that was formed in February 2000 when Kyocera acquired QUALCOMM's San Diego, California-based terrestrial handset division. It produces mobile phones, cellular routers, and Mobile PC Cards for markets in North America, South America, Australia, and New Zealand.

1.6 Mobile Handset Market in India

The cell phones industry has shown a remarkable growth in the last decade. In 1989 the number of its subscribers was zero in India. Indias love affair with cell phones started in the mid-1990s, as the mobile revolution took hold and India
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had just 10 million mobile and landline connections. Delhi was the first state to launch cell phones in India. Growth then soared in the last four years due to regulatory change and falling costs of calls and handsets. Indias wireless market is a test bed for alternative infrastructure, handsets, billing systems, business models and marketing strategies that will likely prove applicable to other developing countries.
On a numerical basis, India is the biggest growth market adding about 6 million cell phones every month. CAGR for mobile phones is 86% in India. It is one of the fastest growing mobile markets in the world; in April 2006 mobile subscriber base crossed 100 million mark. This has been accomplished by rethinking handsets, network infrastructure, enhanced services and content. More than two-third of mobile subscriptions are with GSM operators and rest with CDMA. India has one of the lowest mobile phone tariffs in the world resulting in low Average Revenue per User (ARPU) of 9.04 USD per year (CDMA 5.74 USD and GSM 8.89 USD). Indian land area covered by mobile networks is approx 30%. CAGR of Mobile Market Value for 2004- 2009 is 36.9%.With 156.31 million cell phones; teledensity in the country is still low at 17.45%. Fewer than eight in every 100 Indians use mobiles, compared with China's 30 per cent. In India, about 13 percent of people have cell phones which has increased from 8% in 2005 and is expected to reach 40 percent within a few years. A lack of investment in the infrastructure needed to support landline services means there are only 50 million fixed-line users in the country, leaving the stage set for mobile operators. India is expected to have the third largest mobile user base, behind China and the US, by the year end and will become the second largest market of mobile handsets by 2010. Indian cellular market would account for 11% of the overall Asia Pacific and Japan market by 2009 and is expected to reach 500 million subscribers by end of 2010 with CAGR of 33.7% for 2004- 2010.

Fig. 1.1 Indias mobile subscriber base

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1.7 Major players in India

The major players in the handsets segment in India include Nokia, Motorola, Sony Ericsson, Samsung, LG, Philips, Panasonic, Bird, Sagem and BenQ. Nokia has retained the top slot in Indian market with 60 % share, while US giant Motorola has 15 % share and Sony Ericsson has gained around 8% share this year. Samsung has 15% share and LG has 1.8% share.

1.8 Consumer Buying Behavior

Everybody in the world is the consumer. Each of us buys and sells or consumes goods and services in the life. Consumer behavior is very complex and is determined to a large extent by social and psychological factors. Consumer behavior can be defined as those acts of individuals directly involved in obtaining, using and disposing of economic goods and services. The relevance and importance of understanding consumer behavior is rooted in the modern marketing. The needs of not even two consumers are the same. Therefore, they buy only those products and services, which satisfy their wants and desires. To survive in the market, a firm has to be constantly innovating and understand the latest consumer needs and tastes it will be extremely useful in
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exploiting marketing opportunities and in meeting the challenges that the Indian market offers. A study of consumer behavior is significant for regulating consumption of goods and thereby maintaining economic stability. Within the broad framework of marketing, the area that entices the most researchers is the study why a consumer behaves in a particular way. The complexity of the behavior, however, varies with the nature of the product and the need, which it is required to satisfy. The study of consumer behavior is the study of how individuals make decisions to spend their available resources on consumption of related items. Consumer behavior is an applied discipline. Its application exists at two different levels of analysis. One is at the micro level perspective and other at the macro level perspective. Micro level seeks application of the knowledge faced by the individual, firm or an organization. The macro perspective applied knowledge of consumer includes the aggregate level of problem faced by large groups or by society as a whole. Consumer behavior provides a sound basis for identifying and understanding consumer needs. It is the act of the individuals directly involved in obtaining and using economic goods and services. The study of consumer behavior is an essential component of marketing. The adoption of marketing concept by the marketers provides the impetus for the study of consumer behavior. In case of New Product Introduction in the market, there is a risk of product failure. To increase the chances of success of new products, better information of the consumer behavior is required. Their desires, tastes and preferences are to be taken care of. So from all these aspects the study of consumer behavior is important.

1.9 About the Project

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The importance of cell phones goes way beyond the ability to make or receive phone calls. Today's technically advanced cell phones can perform as many or even more tasks than a home computer. They are capable of internet access, sending and receiving photos and files, storing data, to name just a few of the available options. So a question arises as to why different people choose different brands and what are the features they look for while purchasing a mobile handset. Hence a study was undertaken in malout city among the mobile phone user people. It provides a scope to understand the consumers buying behavior towards the mobile handsets. The increasing importance of cell phones has made them almost a necessity for most people. Mobile penetration is on rise. It has even exceeded landline connections. Since various brands of mobile phones are in the market for quite a long time, their performance provides sufficient data for study. The results of the study would give the mobile manufacturing companies an insight about the preferences of the consumers and also their expectations from the mobile phones. This would help the companies to understand the potential of the market and target the right consumers.

1.10 Objectives of the study are:

1. To examine the factors those influence the customer choice while purchasing a mobile hand set. 2. To know which features in a particular brand are preferred by the mobile phone users. 3. To find out what additional features are demanded by consumers. 4. To study the satisfaction level of mobile phone users.

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Chapter 2

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem, which is a science of study how research is done scientifically. Thus research methodology encompasses the research methods or techniques; the research is capable of being evaluated either by the researcher himself or by others.

Research Design
The research design constitutes the blueprint for the collection, measurement and analysis of data. It is the strategy for a study and the plan by which the strategy is to be carried out. The research design of the project is descriptive as it describes data and characteristics associated with the population using mobile phones.

Data Collection
2.3.1 Primary Data Primary data is that data which is collected for the first time. 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. 2.3.2 Secondary Data Secondary data is the data which is already collected by someone. They are secondary in nature and are in shape of finished product. Secondary data was collected so as to have accurate results. Required data was collected from various books, magazines, journals and internet. Institute Of Business Management and Research, Pune 13

 SAMPLING
Sampling may be defined as the selection of some parts of an agreement or totality for the purpose of study. All the items in any field of inquiry constitute a universe or population, a complete enumeration of all the items in the population is known as Census inquiry. But when the field of inquiry is large this method becomes difficult to adopt because of the limited no. of resources involved in the case sample survey method is chosen under which units are selected in such a way that they represent the entire universe. SAMPLING DESIGN SAMPLING METHOD:- When field studies are undertaken in practical life, consideration of time and cost almost invariably lead to a selection of respondents i.e. selection of only few items. The respondent selected should be as representative of total population. These respondents constitute what is technically called a Sample and the selection process is called Sampling Technique. The survey so conducted is known as Sample Survey. Implementation of Sample Design: - A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sampling design may as well lay down the number of items to be included in the sample i.e. the size of sample. Sample design is determined before the data are colleted.

Steps In Sampling Design :- While developing a research design following items are taken into consideration:I. Type of universe: - First and the foremost step is to clearly define the universe to be studied. As I will take the area of Malout City (Punjab), so for me here the universe is Malout City area. No doubt it is a finite universe but the area is very big and cant be covered easily due to shortage of time.

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II. Sampling unit: - A decision has to be taken concerning a sampling unit before selecting sample. Here my sample unit will includes people of malout city.

III. Size of sample: - This refers to the number of items to be selected from the universe to constitute a sample. Here I will take the sample of 50 people of malout city. .

IV. Parameters of interest: - In determining the sample design, one must consider the question of the specific population parameters which are of interest. Here I had taken people of malout city.. V. Sampling procedure: - Here I will use the convenience technique based on the non probability method of sampling for data collection, in malout City area.

Type of Data
The researcher will collect the primary data in the malout city, because the data does not exist in the records of Company. The researcher will go directly to the respondents and fill the questionnaires.

2.5 Data Analysis and Interpretation

For the purpose of analyzing, raw data was summarized in a master table and from this table the results have been carried out. The questions having multiple/ alternative choices were analyzed by taking percentages. In the case of questions on liker scale, the mean scores were calculated. In case of ranking questions the total score has been added and final ranking is given by calculating mean. In case of checklist questions the average of total no. of responses was calculated. In case of explanatory questions, the general suggestions were summarized.

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Limitations of the study

Sincere efforts have been made to collect authentic and reliable information from respondents, however the report is subject to following limitations:
i. ii. Some respondents were reluctant to give the information, so their responses may be biased. Time could be a major limitation as it may have affected the inferences drawn in the study. Only 50 respondents have been contacted due to time constraint.

iii.
iv.

Sample may not be the true representative of the universe.

Study was conducted in malout only. So the results of the study may not be applicable in other areas.

Chapter 3 ANALYSIS AND INTERPRETATION

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This chapter analyse the behavior and preferences of the consumers for various brands of mobile hand set based on various factors which influence their buying decision. This chapter therefore deals with analysis and discussions of the project.

Results of the study

Table3.1: Showing number of respondents owing a mobile phone

No. Of Respondents Yes No Total 50 0 50

% 100 0 100

Fig.3.1

100 80 percentage 60 40 20 0 % Yes 100 No 0

Table3.2: Showing different brands of mobiles phones used by the respondents

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Brands Nokia Sony Ericsson Motorola Samsung LG Others Total

No. of respondents 15 3 6 19 2 4 50

% 31 6 12 39 4 8 100

Fig.3.2

Camera
0% Nokia 18% Motorola 5% Sony Ericsson 7% Samsung 20%

Total 50%

Interpretation: From the above table and figure, we can conclude that out of 50 respondents 31 % have Nokia hand set,6% have Sony Ericsson , 12% use Motorola ,39% have Samsung, 4% have LG. Apart from these brands 8% of respondents have other brands like Spice, Micromax, Panasonic etc. Its evident from the figures that Nokia is most preferred brand of the people of malout.

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Table3.3: Showing respondents using same brand as they had earlier

RESPONSES Yes No Total

NO. OF RESPONDENTS 32 18 50

PERCENTAGE 64 36 100

Table3.3

70 60 50

perc entage

40 30 20 10 0 yes responses no

Interpretation: From the above, it is interpreted that 64% of the respondents had same brand of mobile hand set earlier while 36% had different brands. Some switched over due to new features available in other brands and others due to inefficiency in earlier brand. But above figures conclude that most of the respondents are brand loyal.

Table3.4: Showing reasons for using mobile phone by the respondents Institute Of Business Management and Research, Pune 19

Reasons Communication Status Dont have landline Others Total

No. of Respondents 19 18 3 10 50

% 38 36 6 20 100

Fig.3.4
Others 20%

Communication 38%

Dont have landline 6%

Status 36%

Interpretation: Above table and figure depict that 38% of respondents use mobile for communication, 36% use it as a status symbol, 6% use mobile because they dont have landline connections and 20% of respondents have other reasons like necessity, games, music etc.

Table 3.5: Showing the factors considered by respondent while purchasing a mobile handset Institute Of Business Management and Research, Pune 20

Factors Price Appearance Brand Features Easy to carry/Weight Total

No. of responses 23 24 24 32 18 121

Average 0.19 0.20 0.20 0.26 0.15 1

Fig.3.5

0.15

0.19

Price Appearance Brand

0.26 0.2

0.2

Features Easy to carry/Weight

Interpretation: From above it can be concluded that features in a mobile hand set is the most important factor which is considered by the respondents while purchasing the mobile phone. Brand and Appearance are the other very important factor influencing the purchase decision. Price is also an important factor. Easy to carry is the least important factor that is considered in the purchase decision. Its clear that people of malout give maximum importance to features, appearance and brand of a mobile phone.

Table3.6: Showing the sources which influenced the buying decision of the respondents

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Sources Friend Family member Advertisement Dealer Total

No. of respondents 18 9 15 8 50

% 36 18 30 16 100

Fig.3.6

Friend

Family member 16%

Advertisement

Dealer

36%

30%

18%

Interpretation: From the above table it is concluded that out of 50 respondents, 36% and 18% respondents purchased the mobile hand set under the influence of their friends and family member, 30% respondents under the influence of various advertisements, 16% respondents bought the car on the suggestion of dealer.

Table3.7: Showing different purposes for which mobile is used by the respondents Institute Of Business Management and Research, Pune 22

Diff. Purposes Receiving/making calls SMS/MMS Games E-mail/Internet Music Camera Total

No. of Respondents 50 35 13 12 25 20 155

Average 0.34 0.23 0.08 0.04 0.17 0.14 1

Fig.3.7

0.4 0.35 0.3 0.25 0.23 0.17 0.14 0.08 0.04 0.34

average

0.2 0.15 0.1 0.05 0

am es Em ai l/I nt er ne t

S/ M M S

ca l ls

ec iv in g/ m ak in g

Interpretation: From the above figures it can be concluded that in spite of using mobile phone for calls and SMS which are its basic purposes, people of malout are using them increasingly for Music and Camera. Using Internet on mobile phones is still not common.
Table 3.8: Showing ranking of various features of mobile handsets by the respondents according to their preferences Institute Of Business Management and Research, Pune 23

SM

am er a

M us ic

Features Bluetooth MP3 Player Camera Data Storage Capacity GPRS Personal Info. Management Fig.3.8

Mean scores 3.29 3.16 3.23 3.13 4.87 3.32

Rank 5th 2th 3rd 1st 6th 4nd

6 5 4 3 2 1 0 Bluetoo th MP3 Player 3.16 Camera 3.23 Data Storage Capacity 3.13 GPRS 4.87

mean score

Persona l Info. Manage ment 3.32

mean score

3.29

Interpretation: Since 1 is given to the most preferred feature and 6 to the least preferred feature in a mobile hand set, therefore from the table, we can conclude that data storage capacity is the most preferred feature in a mobile hand set. 2nd and 3rd ranks are given to MP3 player and camera in the mobile phone respectively. After them the features of personal information management and Bluetooth are given preference. GPRS is the least preferred feature in the mobile phones. Therefore its clear from above that people of malout give more preference to the feature of data storage and MP3 player.

Table 3.9: Showing range of price that respondents like to spend on mobile hand set

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Range Below 5000 5000-10000 10000-15000 Above 15000 Total

No. of respondents 16 20 11 3 50

% 32 40 22 6 100

Fig. 3.9

6% 32% 22% below 5000 5000-10000 10000-15000 above 15000

40%

Interpretation: From above it is interpreted that 39% of respondents prefer to spend between the ranges of Rs. 5000-10000, 22% between Rs. 10000-15000, 7% above Rs. 15000and 32% below Rs. 5000. It concludes that mobile phone users here are price sensitive. Mobile phones are no longer a status symbol instead they have become a necessity.
Table 3.10: showing features preferred in a particular brand of mobile phone

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Fig. 3.10 Camera Nokia Motorola Sony Ericsson Samsung Total 18 5 7 20 50 Bluetooth Music Player Memory 25 5 8 12 50

No. of respondents 20 10 3 5 22 50 8 18 14 50

60 50 40 30 20 10 0 Nokia Motorola Sony Ericsson Samsung Total Camera No. of respondents Bluetooth Music Player Memory

Interpretation: From above table and figure it is concluded that peole of malout prefer Camera, Bluetooth and Memory features of Nokia and music player of Sony Ericsson. Features of Motorola and Samsung are also liked by some respondents but features of LG are not at all preferred by them.

Table 3.11: Showing agreement level of the respondents on various factors influencing purchase decision

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Strongly Disagree Factors Repairable Availability of spare parts Proximity to service provider Promotional activities -2(1) -2(1) -2 -2(2) -2(2)

Disagree -1 -1(1) -1(3) -1(2) -1(7)

Neutral 0 0(6) 0(10) 0(21) 0(16)

Agree 1 1(21) 1(20) 1(19) 1(18)

Strongly Agree 2 2(20) 2(15) 2(7) 2(8)

Mean Score

56/50=1.12 44/50=0.88 31/50=0.62 24/50=0.48

Fig. 3.11
1.2 1 mean score 0.8 0.6 0.4 0.2 0 Repairable mean 1.12 Availability of spare parts 0.88 Proximity to service provider 0.62 Promotional activities 0.48

Interpretation: From the above table we can conclude that respondents strongly agree with the repairable factor of a mobile phone, the mean score being 1.12. Respondents are also to a large extent agreeing with the factor of availability of spare parts and proximity of service provider but as far as promotional activities are concerned they are neutral towards this factor.
Table 3.12: Showing satisfaction level of the respondents

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No. of Respondents Yes No Total 46 4 50

% 92 8 100

Fig. 3.12

8%

Yes No

92%

Interpretation: From the above table, we can conclude that out of 50 respondents, 92% respondents are satisfied with the performance of their mobile hand set whereas 8% are not completely satisfied. The main problem faced by them is the battery life of their hand sets. In general, people of malout are satisfied with their brand of mobile phone.

Table 3.13: Showing additional features required by the respondents in their mobile handsets

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Features Wi-Fi TV Video Conferencing Windows Total

No. of responses 19 17 18 19 73

Average 0.26 0.23 0.25 0.26 1

Fig. 3.13

26%

26%

WiFi TV Video Conferencing Windows 23% 25%

Interpretation: From above table and figure it is concluded that features of Wi-Fi and Windows are more in demand. TV and Video Conferencing too are considered almost equally important.

Chapter 4 FINDINGS OF THE STUDY

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1. Samsung is the most popular and widely used brand by people of malout city. 2. Brands like Nokia and Sony Ericsson are also gaining ground with regard to popularity. 3. 64% of the respondents used same brand earlier. It shows that most of the mobile users are brand loyal. 4. But on the other side 36% of response depicts the fact that people constantly switch from one brand to another on the dearth of new features and advance technology. 5. Mobile phone is no more a status symbol now for the people of malout city. It has increasingly become a necessity to reduce communication gap and to maintain mobility. 6. It is clear from the above that people of malout city give due importance to factors like features, appearance and brand of mobile phones while making purchase decision. 7. Price comes after the satisfaction of above factors and easy to carry facility is least considered during purchase decision. 8. Its clear that people of malout city purchase a particular brand of mobile handsets on the basis of the positive report about their performance received from their friends and family members who already own that brand. 9. Advertisements also play an important role in influencing the buying decision. 10. Besides receiving and makings calls and SMS people of malout city are also using mobile for listening music and camera. 11. Use of mobile for games has significantly reduced. And still people are not accustomed with the use of internet on their mobile phones. 12. As far features of mobile phones are concerned its clear from above that people of malout city give more preference to the features of data storage, MP3 and Camera. GPRS is the least preferred feature in the mobile phones. 13. People of malout city agree that factors like reparability and availability of spare parts are important to consider while making buying decision for a brand of mobile phone. But as far as promotional activities are concerned they are neutral towards this factor.
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14. Most of the population is satisfied with their existing brands. The main problem faced otherwise is related to the battery life of a mobile hand set. 15. People of malout city require additional features of Wi-Fi, Windows, TV and Video Conferencing in their mobile phones. It depicts that people here are techno savvy and want to use innovative features.

Chapter 5 CONCLUSION AND SUMMARY

The Mobile phone represents the convergence instrument of the future. It have become a necessity for many people throughout the world. The ability to keep in touch with family, business associates, and storing data are only a few of the reasons for the increasing importance of mobile phones. Cell phone manufacturers have produced a wide range of cell phones, which sell for prices that range from very inexpensive to thousands of rupees.
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The above findings and results reflected the preferences, expectations and satisfaction level of mobile phones users in malout city. The study would help the companies in understanding the factors that influence the purchase decision of the consumers and their expectations from the mobile handsets. The results of the study indicate that mobile phones are no longer the status symbol for the people of malout city. Brand and features in a handset are preferred over their prices. People here are techno savvy and require new innovative features in mobile phones every new day.

QUESTIONNAIRE

Personal Details:
Name: Age: Address: _________________ _________________Gender: _________________

__________________________________ __________________________________

Contact No.

____________________

Q1) Do you have a mobile phone? Institute Of Business Management and Research, Pune 32

YES

NO

Q2) Which brand of mobile hand set do you have? (Please Tick)

i. ii. iii. iv. v.

Nokia Sony Ericsson Motorola Samsung Any other (please specify) b) Which model ____________

_______ _______ _______ _______ _______

Q3) How long ago did you purchase it?

A) B) C) D) E)

Less than three month ago 3-6 month ago 7-12 month ago Within past 2 years More than 2 years ago

Q4) Did you have the same brand earlier?

YES

NO

b) If NO then which brand you had earlier (please specify) ______________

c) Why have you switched from earlier brand to latest one?

i. ii. iii. iv.

Advanced technology New features Inefficiency in earlier mobile Any other( please specify)

_______ _______ _______ _______ 33

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Q5) Why have you bought the mobile? (Tick one option)

i. ii. iii. iv.

Communication purpose Status Dont have landline phone Any other (please specify)

________ ________ ________ ________

Q6) Which is the following best describe the highest level of education you have completed?

A) B) C) D) E)

Elementary school graduate Middle school graduate High school graduate University degree Post graduate

Q7) What is your monthly income?

A) B) C) D) E) F)

10,000-11,999 12,000-10,999 20,000-24,999 25,000-29,999 30,000-34,999 35,000 and above

Q8) Which of the following factors you considered while choosing the mobile hand set? (can tick more than one option) i. ii. iii. iv. v. Price Appearance Brand Features Easy to carry/Weight ________ ________ ________ ________ ________

Q9) Who influenced you to buy this brand? (Tick one option)

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i. ii. iii. iv. v.

Friend Family member Advertisement Dealer Any other (please specify)

_______ _______ _______ _______ _______

Q10) For what reason you choose the mobile brand?

A) B) C) D)

Convenience Handset Cost control Value added Service Discounts

Q11) Select following option is in store marketing materials that may impact shoppers purchase decision for mobile phone?

A) B) C) D) E) F)
Q12)

In store TV Broachers Dangler Floor standee Poster Leaflet

You consider owing a mobile handset as a

A) Necessity B) Status C) Luxury

Q13) For which different purposes do you use your mobile? (can tick more than one option)

i. ii. iii. iv. v. vi.

Receiving / making calls SMS/ MMS Games E-Mail/ Internet Music Camera

________ ________ ________ ________ ________ ________

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Nokia

Motorola

Sony Ericsson

Samsung

Q14) Ran k the follo wing featu res of your hand set accor ding to your

preference (rank 1 to most preferred and rank 6 to least preferred)

i. ii. iii. iv. v. vi.

Bluetooth _________ MP3 Player/ Video Player _______ Camera _________ Data Storage Capacity _________ GPRS _________ Personal information management _________ (Notes, to-do list,contacts,etc.)

Q15) Tick the range of price you would like to spend on a mobile handset?

i. ii. iii. iv.

Below 5000 5000- 15000 15000- 25000 Above 25000

________ ________ ________ ________

Q16) Tick the following features you like in particular brand:

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Camera Q 17) Do you agre e that follo wing facto

Bluetooth Music Player Memory

rs must be considered while choosing a brand of mobile hand set?

Strongly Disagree Repairable Availability of spare parts Proximity to service provider Promotional activities

Disagree

Neutral

Agree

Strongly Agree

Q 18) a) Are you satisfied with your existing mobile hand set?

YES

NO

b) If no, then what are the problems faced by you? _______________________________________________________________

_______________________________________________________________

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Q 19) what additional features do you want in your mobile handset? (Can tick more than one option)

i. ii. iii. iv.

Wi-Fi TV Video Conferencing Windows

________ ________ ________ ________

BIBLIOGRAPHY

http://en.wikipedia.org/wiki/Mobile_phones http://communities-dominate.blogs.com/brands/2010/02/phone-market-sharesfor-year-of-2009-and-last-quarter-2009.html http://www.wirelessdesignasia.com/article8488globalmobilehandsetshipmentgrew17yoy-Asia.html http://www.forbes.com/feeds/businesswire/2009/04/24/businesswire123735951.ht ml T3-tomororw technology today, Vol.1, Issue 2, Jan. 2007
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http://digital-lifestyles.info/2007/03/05/worldwide-mobile-phone-sales-grow-21-in2006/ http://www.gartner.com/it/page.jsp?id=501734 http://www.rncos.com/Report/COM02.htm http://economictimes.indiatimes.com/News/News-By-Industry/Telecom/Mobilehandset-sales-pick-up-after-drought/rssarticleshow/4180130.cmshttp://www.dailyindia.com/show/121503.php/India-to-be-second-largest-mobilemarket-by-2010:-Nokia http://www.zinnov.com/presentation/Mobile_VAS.pdf

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