Consumer Behaviour in Mobile Phone Segemrnt
2012-14
Group 6
Mobile Phone Survey Report
The various factors the influence the buying decision
Table of Contents Executive Summary 3 Research Objectives 3 Research Methodology 3 Mobile Phone Usage 3 Introduction 4 Problem definition 6 Hypothesis 6 Research methodology 6 Literature review 6 Focus group discussion 7 Key points which emerged out of Focus group discussion 7 What are the learning out of our Focus group 8 What was the disadvantage of having a focus group? 8 Mailed questionnaire response analysis 9 Overall analysis 18 Infuence factors 18 Preference Factors 18 Conclusion 18 Recommendations 19 Questionnaire 20 Bilbiography 23
Executive Summary
Research Objectives
To keep apace of consumer attitudes towards mobile services and innovations, the group conducted a research to better understand the buying preferences of the consumers. The study focused on the following: * Understanding the various factor the influence the buying decision of mobile user. * Determine the type of mobile devices used. * Measure the interest of mobile phone users in the attributed of mobile. * Determine awareness, usage and motivations. * Measure the use of cell phones various segements.
Research Methodology
• Data collection was conducted with the consumers through a combination of focus group, telephone surveys and an online questionnaire. * The profile of the respondents is as follows: * 42 people replied to the questionnaire which was sent to them. * Out this there were 30 males and 12 females * 38 people in 20s – 30s and 4 in 30s – 50s when it comes to the age of the respondents. * Demographic segmentation is 7 professionals, 2 housewives and 33 students. * Relationship status is as follows 6 married and 36 single.
Mobile Phone Usage * In the last year, smartphone usage has increased significantly from 33% of Indian cell phone users in March 2011 to
Group 6
Mobile Phone Survey Report
The various factors the influence the buying decision
Table of Contents Executive Summary 3 Research Objectives 3 Research Methodology 3 Mobile Phone Usage 3 Introduction 4 Problem definition 6 Hypothesis 6 Research methodology 6 Literature review 6 Focus group discussion 7 Key points which emerged out of Focus group discussion 7 What are the learning out of our Focus group 8 What was the disadvantage of having a focus group? 8 Mailed questionnaire response analysis 9 Overall analysis 18 Infuence factors 18 Preference Factors 18 Conclusion 18 Recommendations 19 Questionnaire 20 Bilbiography 23
Executive Summary
Research Objectives
To keep apace of consumer attitudes towards mobile services and innovations, the group conducted a research to better understand the buying preferences of the consumers. The study focused on the following: * Understanding the various factor the influence the buying decision of mobile user. * Determine the type of mobile devices used. * Measure the interest of mobile phone users in the attributed of mobile. * Determine awareness, usage and motivations. * Measure the use of cell phones various segements.
Research Methodology
• Data collection was conducted with the consumers through a combination of focus group, telephone surveys and an online questionnaire. * The profile of the respondents is as follows: * 42 people replied to the questionnaire which was sent to them. * Out this there were 30 males and 12 females * 38 people in 20s – 30s and 4 in 30s – 50s when it comes to the age of the respondents. * Demographic segmentation is 7 professionals, 2 housewives and 33 students. * Relationship status is as follows 6 married and 36 single.
Mobile Phone Usage * In the last year, smartphone usage has increased significantly from 33% of Indian cell phone users in March 2011 to