CERTIFICATE I hereby declare that the Summer Training Project entitled Market Research on Mobile Handset Buying Behavior

submitted by me to Spice Mobiles Ltd., for Post Graduate Diploma in Business Management 2009-2011 is absolutely general and consist of original work.

Project Guides: COMPANY Mrs.Kamini Sharma Spice Mobiles Ltd. Noida FACULTY Miss.Sheena Manchanda Jagan Institute of Management Studies (JIMS) Delhi

ACKNOWLEDGEMENT
The pleasure that follows the successful completion of an assignment would remain incomplete without a word of gratitude for the people, without whose cooperation the achievement would have remained a distant dream. It is not a mere formality to place on record the tireless efforts, ceaseless cooperation, constant guidance and encouragement of the people closely associated with the assignment but a distinct necessity for the authenticity and credibility of the project. I am thankful to Spice Mobiles Ltd. for having given me the platform to do my summer internship with them. The management theories learnt in a year are brought to practice. I tried to make best use of this opportunity. The work bears the imprint of many persons under whom I did my training. First of all I present my sincere thanks to Mrs.Kamini Sharma(Assistant Sales Manager) who guide and encouraged me throughout our summer internship program in the project Market Research on Mobile Handset Buying Behavior. Secondly I am thankful to Miss.Sheena Manchanda (Lecturer JIMS), for providing necessary facilities to carry out the dissertation in prescribed period. I am very thankful to Mrs.Yukti, who taught me Business Research Methods which helped me a lot in analysis done during my project.Finally I am indebted to Jagan Institute of Management Studies, my family, friends & all those people, academic & authors whose work has been quoted & used extensively in this project. Aditi PGDM(Marketing)

PREFACE

In todays competitive world, every company is striving hard to increase their market share and for that they should make customers their loyal customers and attract new customers. To accomplish these goals, first and foremost need is to understand what customers want and this can be done through Understanding Consumer Buying Behavior regarding that product. Consumer behavior is the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives. Companies are interested in consumer behavior because they can develop marketing strategies to influence consumers to purchase their products based on consumer analysis. The success of a companys marketing strategy will depend on how buyers react to it. To find out what customers want, marketers must examine the main influences on what, where, when and how customers buy goods and services. By understanding these factors better, marketers are better able to predict how consumers will respond to marketing strategies. Ultimately, this information helps companies compete more effectively in the marketplace and leads to more satisfied customers. The emphasis in the project is providing the study and an insight into Indian MOBILE market. The Summer Project is designed to provide participation of PGDM program as on the job experience. This has given a chance to try and apply the academic knowledge and gain insight into consumer behavior while purchasing Mobile Handsets. This helps in developing decisionmaking abilities and emphasizes on active participation by the student. I gained valuable experience & knowledge during the survey. The Project consists of my findings from the survey & then conclusions were drawn and finally recommendations were put forward for adopting new Marketing Strategies to target various kinds of consumers.