A Project Report ON

STUDY OF CONSUMER BEHAVIOUR IN SELECTING MOBILE PHONES

Submitted in partial fulfillment of requirement of award of MBA degree of GGSIPU, New Delhi

Submitted by: Name: Enroll.No: Sem/Batch: 4th / 2009-11

Northern India Engineering College

(Affiliated to GGSIPU) FC-26, Shastri Park, Delhi-110053

ACKNOWLEDGEMENT

I would like to convey my thanks to Ms. Kamayni Shukla, our project report incharge for her help and guidance in the completion of my project file. Without her motivation and guidance this project might not have been possible. Also I would like to thank those who have directly or indirectly helped and contributed towards the completion of this project. I would also like to thank my batch mates for the discussions that i had with them. All these have resulted in the enrichment of my knowledge and their inputs have helped me to incorporate relevant issues into this project. It is only due to their efforts that my project could be completed successfully. This project is to be submitted as a part of practical examination included in MBA curriculum of Guru Gobind Singh Indraprastha University.

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INDEX
S. NO. PARTICULARS PAGE NO.

SIGNATURE

1.

OBJECTIVES OF THE STUDY

1-2

2.

LITERATURE REVIEW

3-4

3.

RESEARCH METHODOLOGY

5-18

4.

RESULTS AND ANALYSIS

19-39

5.

CONCLUSION

40-43

6.

REFERENCES

44-55

7.

ANNEXURE

56-57

OBJECTIVES

OBJECTIVE OF RESEARCH:
The aim of study is to objectively understand the behavior of mobile phone users and further capture their satisfaction level that is influenced by various technical and non technical factors. Specific aspects to be studied were: Usage pattern in terms of purpose of mobile phones for various categories of consumers Study the satisfaction and dissatisfaction level of consumers Study the buying behavior of consumers Study the various factors affecting buying behavior of the customer Liking for various attributes of the mobile phone instrument Usage Pattern of functionalities and added services provided

LITERATURE REVIEW

Consumer Behavior - Introduction

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 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. But studying consumers provides clues for developing new products, product features, prices and altering marketing strategies accordingly. Let us try and understand the buyer behavior process.

Problem Recognition The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest. Information Search An aroused consumer will be inclined to search for more information. Consumer information sources fall into four groups _ Personal Sources: Family, Friends, Neighbors, Acquaintances _ Commercial Sources : Advertising, Salespersons, Dealers, Packaging, Displays _ Public Sources : Mass Media, Consumer-Rating Organisations _ Experiential Sources : Handling, Examining, Using the Product Knowing about the sources will help the companies in preparing effective communications for the target market. Alternative Evaluation How does the consumer evaluate competitive brands and make a final value judgment? There is no single process used by all consumers or by one consumer in all buying situations. But some basic concepts will help us in understanding consumer evaluation processes.

First, the consumer is trying to satisfy a need. Second, the consumer is looking for certain benefits from the product solution. Third, the consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need. Purchase Decision In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand. However, two factors can intervene between the purchase intention and purchase decision. The first factor is the attitudes of others and the second factor is unanticipated situational factors such as loss of income, some other urgent purchase etc. In executing a purchase intention, the consumer may make up to five purchase subdecisions, _ Brand decision _ Vendor decision _ Quantity decision _ Timing decision _ Payment-method decision Post-Purchase Behavior After purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction. The marketers job thus, does not end when the product is brought. Marketers must monitor post-purchase satisfaction, post-purchase actions and postpurchase product uses.

Introduction - Cellular telephone The Cellular telephone (commonly "mobile phone" or "cell phone" or "handphone") is a long-range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. Most current mobile phones connect to a cellular network of base stations (cell sites), which is in turn interconnected to the public switched telephone network (PSTN) (the exception is satellite phones. Cellular telephone is also defined as a type of short-wave analog or digital telecommunication in which a subscriber has a wireless connection from a mobile telephone to a relatively nearby

transmitter. The transmitter's span of coverage is called a cell. Generally, cellular telephone service is available in urban areas and along major highways. As the cellular telephone user moves from one cell or area of coverage to another, the telephone is effectively passed on to the local cell transmitter. A cellular telephone is not to be confused with a cordless telephone (which is simply a phone with a very short wireless connection to a local phone outlet). A newer service similar to cellular is personal communications services (PCS). 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 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.

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 business-friendly 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.

Major Global Players

Nokia Corporation is currently 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 highvolume 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 one of the world's largest IT companies by revenue. The company also claims to be having 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. 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 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 publiclyowned, Chinese corporation that designs and manufactures telecommunications equipment

and systems. Based in Shenzhen, and 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. Mobile phone Market- an Overview

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 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.

Indias mobile subscriber base

Business Context: Mobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs. Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet. Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a differentiator anymore.

Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is another feature that emerges as the driver for replacing the current handset. This feature can be a most cost effective differentiating feature for the low end phones. Most handset vendors have been bringing out new models at fairly regular intervals. The maximum activity takes place at the high end, where the launch of a newer model makes the older model cheaper, shifting it to the mid segment. However, the low-end handset users, who make up a huge number, dont get access to such features as the prices of such phones do not fall below a certain level. The dissatisfaction among the existing users stems from this, as they are unhappy at not being able to avail these high-end features. The handset vendors need to address these expectations of the mass market to be able to entice them towards their products.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. Research methodology constitutes of research methods, selection criterion of research methods, used in context of research study and explanation of using of a particular method or technique so that research results are capable of being evaluated either by researcher himself or by others. Why a research study has been undertaken, how the research problem has been formulated, why data have been collected and what particular technique of analyzing data has been used and a best of similar other question are usually answered when we talk of Research methodology concerning a research problem or study. The main aim of research is to find out the truth which is hidden. TYPE OF RESEARCH The type of research used in this project is a Descriptive research design. The major purpose of descriptive research is a description of the state of the affairs, as it exists at present. Thus a Descriptive study is a fact finding investigation with adequate interpretation. It is the simplest type of research. It focuses on particular aspects or dimensions of the problem studied. It is so designed that it gathers descriptive information and provides information for formulating more sophisticated studies. There is a cause effective relationship. The criteria for selecting this particular design are that, the problem of the project must be described and not arguable. The data collected is amenable to statistical analysis and has accuracy and significance. It is possible to develop valid standards of comparison. It lends itself to the verifiable procedure of collection and analysis of data. SAMPLING TECHNIQUE: The sampling technique used is .convenient sampling.. It is also called as purposive sampling or non-probability sampling. This sampling method involves purposive or deliberate selection of particular units of the universe for constituting the sample, which represents the universe. When population elements are selected for inclusion in the sample based on the ease of access, it can be called as convenient sampling. Empirical field studies

required collection of first hand information and data pertaining to the units of study from the field.

SAMPLING DESIGN:
SAMPLING UNIT Area from where data is collected is Delhi. SAMPLE SIZE The sample size for listing questionnaire of research is 70, and the sample size is broken down in to two samples i.e. a sample size of 20 respondents who are the Salespersonnels Of Dhanlaxmi Bank and the sample size of 50 respondents from the customers who are already availing the services of Dhanlaxmi Bank. SOURCES OF DATA COLLECTION: Primary Data : - The data was collected by using questionnaire. It is the first hand information collected directly from Employees and the customers. The primary data are those, which are collected for the first time. Secondary Data : - The secondary data was collected from the internet, Through pamphlets and brochures of the company, various official sites of the company and company database.

TOOLS
The following basic tool was used by for analysis: Pie Charts Graphs

Consumers Satisfaction Analysis by TRAI The study assesses the satisfaction level of consumers encompassing quality of technical service, quality and operational aspects of gadgets; and social / psychological costs due to unsolicited promotional calls/SMSs etc. The analysis in this report throws light on the consumption behavior of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone services, assessment of the level of satisfaction, preference for various attributes and functionalities of gadgets etc. Usage Pattern of Mobile Phones Various categories of consumers were asked about the purpose for which they use the mobile phone. Maximum usage is for personal purpose, followed by official and business purposes. Self employed professionals and businessmen use the mobile phone almost equally for business, official and personal purposes, while maximum usage by students and retired persons is for personal purposes.

Level of Satisfaction The satisfaction level of users was analyzed on a five point scale ranging from not satisfied to fully satisfied. Only 14 percent of the consumers say that they are fully satisfied with the services, while 6 percent responded as not satisfied. A major group of consumers either say that they are almost satisfied (43%) or average satisfied (20%). Very less satisfied plus not satisfied combined together comes to 20 percent of the total consumers.

Reasons of Dissatisfaction The major reasons cited for dissatisfaction are poor quality of signals (42%) and higher costs (38%). Poor quality of signals means unavailability of signals, call failure, call drop downs etc. Only 4 percent complaints about billing errors while 9 percent are not happy with the quality of customer care services being provided. Many respondents have cited multiple reasons also for dissatisfaction.

Mobile Instrument Brands Used Out of total 562 sampled consumers, 361 consumers own a Nokia mobile handset which comes to 64 percent share of the market. This is followed by Samsung (11%), Sony Erickson (7%), LG and Motorola (3% each) and others (12%).

Liking For Various Attributes of Handsets Consumers were asked to reveal their likings for various attributes of the mobile phone instrument. Operational ease (53%) and price (22%) are two attributes most valued by the customers followed by looks of the handset (11%) and multiple functionalities (10%).

Major functionalities of the handset and other added services mostly used by the consumers are making and receiving calls, SMSs/MMSs, telephone diary and auto answering. The

usage of other attributes that are being added and advertised by the handset manufacturers like camera, organizer, games, and radio etc. is quite less.

Unsolicited Calls Seventy seven percent of the sampled consumers said that they receive unsolicited calls while only 17 percent of the sample accepts that, on getting the unsolicited call/SMSs, they feel happy because of the importance given to them as customers. Twenty percent say that they are receptive to such calls/SMSs but not always. Twenty three percent stays indifferent to such calls while thirty percent accepts that they get disturbed and feel irritated. Six percent accept that they get very angry on receiving unsolicited calls while three percent did not respond to this query in the questionnaire at all.

In response to a question on the action they take while get disturbed and irritated by unsolicited calls/SMSs, ninety three percent who receive such calls accept that they do not complain to customer care division of the service provider and simply ignore the call/SMSs. Only twenty eight percent of the consumers who approach customer care against the unsolicited calls/SMSs accept that such calls get discontinued on their request while sixty four percent say that calls continue to disturb them even after their request to discontinue it. Eight percent intimated that unsolicited calls/SMSs get discontinued for some time in response to their request, but the same start pouring in after a time lag. Rest of the consumers didnt respond to this query. Following are the major findings: The satisfaction level of users was analyzed on a five point scale ranging from not satisfied to fully satisfied. Only 14 percent of the consumers say that they are fully satisfied with the services, while 6 percent responded as not satisfied. A major group of consumers either say that they are almost satisfied (43%) or average satisfied (20%). Very less satisfied plus not satisfied combined together comes to 20 percent of the total consumers. The major reasons cited for dissatisfaction are poor quality of signals (42%) and higher costs (38%). Poor quality of signals means unavailability of signals, call failure, call drop downs etc. Only 4 percent complaints about billing errors while 9 percent are not happy with the quality of customer care services being provided. Many respondents cited multiple reasons for dissatisfaction. Users feedback on likings for various attributes of the mobile phone instrument was recorded. Operational ease (53%) and price (22%) are two attributes most valued by the customers followed by looks of the handset (11%) and multiple functionalities (10%). Major functionalities of the handset and other added services mostly used by the consumers are making and receiving calls, SMSs/MMSs, telephone diary and auto answering. The usage of other attributes that are being added and advertised by the handset manufacturers like camera, organizer, games, and radio etc. is quite less. Seventy seven percent of the sampled consumers receive unsolicited calls while only seventeen percent of it feel happy on getting such calls. Out of the consumers who get such calls, twenty three percent stays indifferent to such calls while thirty percent accepts that

they get disturbed and feel irritated. Six percent gets very angry on receiving unsolicited calls. On getting disturbed and irritated by unsolicited calls/SMSs, ninety three percent do not complain to customer care and simply ignore the calls/SMSs. Only twenty eight percent of the consumers who approach customer care against the unsolicited calls/SMSs accept that such calls get discontinued on their request while sixty four percent say that calls continue to disturb them even after their request to discontinue. Eight percent intimated that unsolicited calls/SMSs get discontinued for some time in response to their request, but the same start pouring in after a time lag. Information Needed Market share and relative positioning of different brands Opinions about attributes of ideal mobile phone Satisfaction level of mobile users Most important drivers of buying Barriers to switching from a one range to other Perceptions of Nokia phone vis--vis competitors Triggers that lead to a need for replacing existing phone

Limitations

This research is limited only to delhi area Limited sample size of 100 is taken thus it is rather difficult to give a precise conclusion Some people were not aware of latest features of mobile phones

Results and Analysis

1) Number Of Respondents Having Mobile Phone(s)

OWNING A MOBILE

0% YES NO 100%

2) If yes, which brand mobile phone you have?

30 25 20 % 15 10 5 0

29

18 14

19

9 6 5 OTHERS

NOKIA

SAMSUNG

SONY MOTOROLA MICROM AX ERICSSON

LG

3) Showing The Satisfaction And Dissatisfaction Of The Respondents With Respect To Current Mobile Phone

33% YES NO 67%

4) Showing the reasons for dissatisfaction

FEATURES 9% 16% BRAND AFTER SALES SERVICE BATTERY BACKUP OTHERS

34% 23%

18%

5) Showing the reason for changing a phone

OCCASION

BIGGER BUGDET

22% 14%

6%

7%

16%

OLD PHONE IS NOT WORKING WELL NEED DIFFERENT & NEW FEATURES BORED WITH OLD PHONE

35%

OTHERS

GENDER DISRIBUTION
6) Showing The Gender Of Respondents

43% 57%

MALE FEMALE

7) Showing The Income Distribution Of The Respondents

INCOME DISTRIBUTION

19%

16%

32%

33%

<10000 10000 to 20000 20000 to 30000 >30000

USAGE PATTERN OF MOBILE PHONES

8) Showing the usage pattern of mobile phones 12% 9% 37% STUDENT OFFICIAL PERSONAL RETIRED PERSON

42%

PRICE RANGE OF MOBILE

18% <5000 9) Showing range of price that respondents like to spend on mobile 32% 5000 TO 10000 hand set 21% 29% 10000 to 20000 >20000

INF L UENCE ON DECISION

10) Showing the sources which influence the buying decision of the respondents

9%

1 7%

35 %

F AM IL Y F RIE ND S AD V T . P E RS O NAL

39 %

11) Showing the factors considered by respondent while purchasing a mobile hand set
100 80 %AGE 60 40 20 0 57 Price 65 Features 79 36 Brand Appearance 32 Weight 47 Operational ease 43 35

21 64 68 53

NO YES

BRAND PREFERENCE
12) Showing the brand preference of the respondents

12% 12% 15%

7%

23%

20% 11%

NOKIA SAMSUNG LG SONY ERICSON MOTOROLA MICROMAX OTHERS

13) Showing liking of various features of mobile

Respondents according to their preferences

A= BLUETOOTH B= MUSIC PLAYER C= DISPLAY D= CAMERA E= AUDIO QUALITY handsets F= HANDS FREE by the G= FM H= INTERNAL MEMORY I= 3G J= DUAL SIM K= OPERATING SYSTEM L= QWERT M= TOUCHSCREEN N= GAMING O= BATTERY BACKUP P=WIFI

NEEDS
100 19 80 60 % 40 81 20 0 92 62 83 55 69 87 46 39 47 42 31 29 I 8 38 17 45 13 54 61 53 58 69 71 95 76 45 5 24 55 NO YES

31

A B C D E F G H

J K L M N O P

10%

25%

14) Showing the importance of after sales service

65%

Important Very Important Average

QUESTIONNAIRE 1. Do you currently own a mobile phone? Yes 2. Which brand and model? 3. When did you purchase the current phone? a. < 3 months No

b. 3 to 6 months c. 6 months to 1 year d. 1 to 2 years e. More than 2 years 4. Rate your current phone on a scale of 1 to 5 on the following attributes? ( 1= Not at all good 5 = Extremely Good) 1 a b c d e f g Battery Life Voice quality Weight Size Appearance Ease of use/User Interface Time required to charge the phone 5. Are you planning to buy a mobile phone in the next 6 months? Yes 6. Have you decided on the brand and model? Yes 7. If yes, which one is it? 8. What is the price range of mobile phone you are looking for? a. <3000 b. 3000 to 6000 c. 6000 to 9000 d. 9000 to 15000 e. More than 15000 9. What are the reasons for changing your phone/buying new phone? (Tick all applicable) a. Joyous Occasion (Promotion/Achievement) b. Bigger budget c. Received as gift d. Old phone is not working well e. Needed different features f. I am bored with the old phone No No 2 3 4 5

g. I have been using the old phone for a long time h. A new model has come into the market i. There is an offer with the new phone 10. Rate the following features from 1 to 5 based on their importance to you. (1= least important and 5 = most important) 1 a b c d e f g h i Bluetooth Music Player Video Player Integrated Camera GPRS/Net access on phone Hands free FM Radio Internal memory 3G 11. Rank the following attributes of a mobile phone based on their importance. a. Battery Life b. Voice quality c. Weight d. Size e. Appearance f. Ease of use/User Interface g. Time required to charge the phone h. Price i. Multimedia features 12. Please rate the following attributes that describe you on a scale of 1 (least applicable) to 5 (best applicable) 1 a b c d e f I like to take pictures on the move I like to spend time with my friends I like to download software from the internet I like to go to multiplexes to watch movies I am more likely to take a well researched and considered decision when I decide to purchase something. I like to save money for future 2 3 4 5 2 3 4 5

g h i j k l m n o p q r

I enjoy being active I believe we are on the earth to enjoy ourselves I like to listen to music while traveling I am a heavy user of the internet I like to buy a new product and try it out I prefer style over sturdiness of the product I like to reward myself after completing a difficult assignment I like to read technology related magazines I like to go to parties I like to know about the life styles of celebrities When I see an interesting product I generally buy it I prefer simplicity over sophistication Personal details: 1. Name: 2. Age: 3. Gender: 4. Family Income: 5. Number of family members: 6. Education: 7. Are you the bread winner of the family? Yes / No Thank you for your time. Bibliography

www.idcindia.com www.india-cellular.com www.trai.gov.in www.myfreesurvey.com