Consumer Behavior for Mobile Phones
Table of Contents ABSTRACT 6 INTRODUCTION 7 ABOUT THE COMPANY 7 ABOUT THE INDUSTRY 8 CONSUMER BEHAVIOR 9 LITERATURE REVIEW 12 WHY THIS PROJECT 13 OBJECTIVES 13 RESEARCH PROCESS 14 METHODOLOGY 15 RESULTS/FINDINGS 16 DEMOGRAPHICS 16 LOCATION 17 PHONE OWNERSHIP 18 USAGE DETAILS 19 DECISION MAKING 21 REASON FOR CHANGING PHONE 22 WHO INFLUENCES PURCHASE DECISION 23 PLACE PREFERRED FOR BUYING 24 BRAND RECALL 25 NEW FEATURES 29 FACTOR ANALYSIS 32 INTERPRETATIONS 40 SUGGESTIONS/RECOMMENDATIONS 41 LIMITATIONS 42 ANNEXURE-1 43 ANNEXURE-2 44 ANNEXURE-3 - QUESTIONNAIRE 45 REFERENCES 48
ABSTRACT
My project that is “Consumer behavior for mobile phones” is basically is a market research project. The nature of the research is Exploratory that is I have not done this to find out the solution of a specific problem rather it is just a preliminary step. Based on the results of this report a more rigrous, more conclusive future study can be done. It will provide a greater understanding of the concept or will crystallize a problem, rather than providing precise measurement or quantification. There are three main interrelated purposes for this research 1) Diagnosing a situation; 2) Screening alternatives; 3)Discovering new ideas.
The heterogeneity among people makes understanding consumer behavior a Challenging task to marketers. Hence marketers felt the need to obtain an in- depth knowledge of consumers buying behavior. Finally this knowledge acts as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise marketing strategies in order to create long term customer relation
The Mobile Handset industry is already a very well researched subject, but due to the dynamic nature of this industry and the fact that it is technology driven results become outdated very quickly and since the company for which I am doing that is VIDEOCON is still a new entrant in the mobile handset
ABSTRACT
My project that is “Consumer behavior for mobile phones” is basically is a market research project. The nature of the research is Exploratory that is I have not done this to find out the solution of a specific problem rather it is just a preliminary step. Based on the results of this report a more rigrous, more conclusive future study can be done. It will provide a greater understanding of the concept or will crystallize a problem, rather than providing precise measurement or quantification. There are three main interrelated purposes for this research 1) Diagnosing a situation; 2) Screening alternatives; 3)Discovering new ideas.
The heterogeneity among people makes understanding consumer behavior a Challenging task to marketers. Hence marketers felt the need to obtain an in- depth knowledge of consumers buying behavior. Finally this knowledge acts as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise marketing strategies in order to create long term customer relation
The Mobile Handset industry is already a very well researched subject, but due to the dynamic nature of this industry and the fact that it is technology driven results become outdated very quickly and since the company for which I am doing that is VIDEOCON is still a new entrant in the mobile handset
References: William G. ZIKMUND, 2011.Business Research Methods. New Delhi: India Edition Kotler P et al., 2009. Marketing Management. New Delhi: Pearson Education Heikki Karjaluoto et al., 2005. Factors Affecting Consumer Choice of Mobile Phones. FINLAND: The Haworth Press. Dr. Andy Field, 2005. C8057 (Research Methods 2): Factor Analysis using SPSS Sheetal Singla, 2010. Mobile Phone Usage Patterns among Indian consumer – An Exploratory Study. SANGRUR: Asian Journal of Management research. Jukka Pakola et al.2005. An investigation of consumer behavior in mobile phone markets: Economics and industrial management, University of Oulu Nitin Mangal, 2011. Entrepreneurship Review.[Online] Solan http://www.consumerpsychologist.com/ www.videoconworld.com