Demographic Factors Such as Age, Income, Gender and Profession with Brand Choice and Brand Switching of Mobile Phone Handset Users in Mumbai
EXECUTIVE SUMMARY
India being the country with the second largest population in the world it has unmatched scope for brands to exploit the large untapped market for mobile phones in India. Especially with recent statistics showing us that markets in the developed countries have already been exhausted and have been exploited to their full potential, it is developing countries with large populations like India that will play a major role in the expansion of the mobile handset industry if products are developed, priced and marketed in accordance with what is required by the customers in these markets.
Thus it is important to know the various demographic factors that determine the brand choice of a particular handset in the largely competitive oligopolistic market of India with several brands engaged in fierce non-collusive combat with each other to gain a majority share in the Indian market. It is only when the relation of important demographics such as Age, Income, Occupation and Gender with brand choice and brand switching tendencies are determined that a firm can develop the marketing mix of their product line to reach their target audience and position itself in the Indian market. Thus this report focuses on “The study of relationship of demographic factors such as Age, Income, Gender and Occupation with Brand choice and Brand switching of mobile phone handset users in Mumbai.”
A research proposal outlining the rationale, theoretical framework and the difficulties in the research is followed by an introduction providing the required background of the mobile phone industry (industry profile), background of the major handset manufacturers in India (company profile) and details about the products the manufactured (Product profile) in relevance with the research question.
The analysis is based on the results from an extensive customer audit which was drawn up using primary research in the form of interviews/surveys distributed through the process of random
India being the country with the second largest population in the world it has unmatched scope for brands to exploit the large untapped market for mobile phones in India. Especially with recent statistics showing us that markets in the developed countries have already been exhausted and have been exploited to their full potential, it is developing countries with large populations like India that will play a major role in the expansion of the mobile handset industry if products are developed, priced and marketed in accordance with what is required by the customers in these markets.
Thus it is important to know the various demographic factors that determine the brand choice of a particular handset in the largely competitive oligopolistic market of India with several brands engaged in fierce non-collusive combat with each other to gain a majority share in the Indian market. It is only when the relation of important demographics such as Age, Income, Occupation and Gender with brand choice and brand switching tendencies are determined that a firm can develop the marketing mix of their product line to reach their target audience and position itself in the Indian market. Thus this report focuses on “The study of relationship of demographic factors such as Age, Income, Gender and Occupation with Brand choice and Brand switching of mobile phone handset users in Mumbai.”
A research proposal outlining the rationale, theoretical framework and the difficulties in the research is followed by an introduction providing the required background of the mobile phone industry (industry profile), background of the major handset manufacturers in India (company profile) and details about the products the manufactured (Product profile) in relevance with the research question.
The analysis is based on the results from an extensive customer audit which was drawn up using primary research in the form of interviews/surveys distributed through the process of random