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Market Research on MOBILE HANDSET BUYING BEHAVIOR
SUBMITTED TOWARDS PARTIAL FULFILMENT OF
POST GRADUATE PROGRAM IN MANAGEMENT
AT
Submitted To: Submitted By:
Mrs. Gita Agarwal Mam D.Narendra Kumar
Debnath Ganguly
G.Chakrapani
Gourav SinhaSayantan Bhowmik
Pallab Ghosh
SEC-A
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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.
First of all I present my sincere thanks to Mrs. Gita Agarwalwho guide
and encouraged us throughout our summer internship program in the project Market Research
on Mobile Handset Buying Behavior.
The following students are the members in marketing research survey
1. 2.
3. 4.
5. 6.
Thanking You
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INDEX
SL.
NO.
CONTENTS PAGE NO.
1 Acknowledgement 2
2 Objectives 4
3 Research 5
4 Executive Summary 5
5 Sample Questionnaire 6
6 Research Analysis 9
7 Behavior Of The Customer 11
8 Conclusion 12
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OBJECTIVES
To understand Mobile handset market. To ascertain the attributes which influenced the customers in selecting a particular
mobile phone.
To study the consumers satisfaction towards different mobile phone brands. To get information regarding new features consumers want in their handsets. To know the feeling of consumers towards their mobiles.
EXECUTIVE SUMMARY
We got exposure to the market of Mobile Phones and behavior of customers while purchasing
Mobile Phones. Marketing being my area of interest for the summer project, I had chosen
Market Research on Mobile Handset Buying Behavioras the topic of project with the
advice of my industry guide.
As company (nokia) is increasing its market share, so it is adopting new marketing strategies
and for that need is to understand customers behavior while purchasing the product and their
thinking about the product to make the brand successful.
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RESEARCH
SAMPLING DESIGN
In this project simple random sampling is used which says the probability of being selected is
known and equal for all members of the population.
Blind Draw Method
Various places in SOUTH EXTENSION were visited and respondents were randomly chosen
from the mob.
SOURCES OF DATA
The data, which is collected for the purpose of study, is divided into
Primary Source: The primary data comprises information survey of Factors affecting the
choice of handset.
DATA COLLECTION METHODS
Survey Method was used to collect data. Questionnaires were distributed to the respondents.
Survey was conducted in South Delhi. Respondents consist of 100 customers from the mob.
SURVEY
METHOD
PERSONAL
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SAMPLE QUESTIONNAIRE
SURVEY ON MOBILE HANDSET BUYING BEHAVIOR
1) Do you have a Mobile Phone?Yes ( ) No ( )
2) Which brand of Mobile Phone do you have?Spice ( ) Nokia ( ) Samsung ( ) LG ( ) Sony ( ) Reliance ( )
Motorola ( ) TATA ( ) Micromax ( ) Blackberry ( ) Others ( )
3) How frequently do you buy a Mobile Phone?Every 3 months( ) Every 6 months( ) Every 1 year( )
Every 2 years( ) Hard to say( )
4) Rate the following Mobile Phone purchase motivatorsExtremely
Important
Important Somewhat
Important
Unimportant Extremely
Unimportant
PRICE
BRAND
SIZE
WEIGHT
TOUCH
SCREEN
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KEYPAD
MMS
CAMERA
BLUETOOTH
WEBPHONE
VOICE
CLARITY
MP3 PLAYER
RADIO
BATTERY
BACKUP
AFTER SALES
SERVICE
WARRANTY
5) What new features would you like to have in your Mobile Phone?.
6) Which type of Mobile do you prefer?Bar( ) Flap( ) Slider( )
7) Which color of Mobile do you prefer?Black( ) White( ) Silver( ) Gray( ) Others( )
Specify if Others .
8) What is the source of information while purchasing Mobile Phones?Friends ( ) T.V. ( ) Newspaper ( ) Radio ( ) Magazine ( )
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Internet ( ) Mobile Phone Retailers ( ) Others ( )
If others, Please specify .
9) How do you take Purchase Decision of your Mobile phone?Self Decision ( ) Friends ( ) Family ( )
Mobile Phone Retailer ( ) Others ( )
10)Would you recommend your Mobile Phone Brand to your Friends?Yes ( ) No ( )
11)AgeBelow 20 years ( ) 20 to 30 years ( ) 30 to 40 years ( )
40 to 50years ( ) Over 50years ( )
12)SexMale ( ) Female ( )
13)OccupationService ( ) Business ( ) Profession ( )
Student ( ) Homemaker ( ) Others ( )
14)Family Income
Upto 20,000( ) 20,000 to 40,000( )
40,000 to 60,000( ) Above 60,000( )
15)How will you feel if you lose your mobile?.
THANK YOU FOR GIVING YOUR PRECIOUS TIME
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RESEARCH ANALYSIS
1.Market share of companys
2. DETAILS OF THE RESPONDENTS
59%17%
9%
1%2%
1%3% 2%
3% 3%
Market ShareNokia Samsung LG Blackberry Reliance
TATA Micromax Spice Motorola Sony
70%
30%
Respond DetailsMale Female
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3. Age of the person
4. Occupation of the people
5. Income levels (family per month)
13
57
1710
3
less than 20 20 to 30 30 to 40 40 to 50 more than 50
Frequency
Frequency
47
31
124 5 1
Service Student Business Homemaker Profession Others
Frequency
Frequency
15
24 25
36
upto 20000 20000 to 40000 40000 to 60000 above 60000
Frequency
Frequency
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BEHAVIOR OF THE CUSTOMER
1. purchasing intervals
Analysis:
Most of the Consumers dont buy mobile handsets upto two years of the purchase. This shows
they purchase mobiles when their old ones dont work properly.
2.
Source of Information that you will get to purchase mobile.
710
24
13
46
3months 6months 1year 2year hard to say
Purchase Interval
37
11
13
19
29
Friends T.V. Newspaper Magazine Internet Retailer
Source of Information
Source of Information
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Conclusion:
Before purchasing handsets, 37%consumers take information from their friends or retailers
which tells that the experience of other consumers would matter for the brand. So, brand should
provide what is promised and moreover after sales service would matter.
Then comes the target 29% which obtain information from retailers. So, for getting this part of
consumers as companys consumers, retailers should be lured with incentives and more and more
schemes to sell companys brand.
Next 19% get information from internet and to attract them advertisements on other most visited
sites should be done.
One way to be in the eye of internet dependants is to give ads in forms of Popup.
3. Purchasing decision that you will prefer.
Conclusion:
Today consumer is smart enough to take final purchase decision. So, all the information about
the handset given before to the consumer should be true. Otherwise, he will lose faith and as
friends are the source of information before purchasing mobiles, brand image will be lowered.
60
10
24
6
Self decision Friends Family Retailer
Purchase Decision
Purchase Decision
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CONCLUSION
As from the survey analysis we conducted for 100 people in South Extension, we came to conclusion
that the buying behavior of the customers for Nokia mobile handset is very high. It also depends on the
number of factors such as age(20-30 yrs),occupation(service) and income levels(60k pm).