A REPORT ON

CONSUMERS’ BUYING BEHAVIOUR

IN
PURCHASE OF MOBILE

Submitted By
Satheesh Chandra Thipparthi

1
 Roll No.10241

A REPORT ON

CONSUMERS’ buying BEHAVIOUR

IN
PURCHASE OF MOBILE

Submitted By
Satheesh Chandra Thipparthi
BATCH –XVIII,2010-2012
Roll NO.10241
A report submitted on partial fulfillment of the requirements of
Post Graduate Diploma in Management
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT
(APPROVED BY AICTE,MINISTRY OF HRD,GOVT OF INDIA)
2
 BACHUPALLY,HYDERABAD.

Contents
ACKNOWLEDGEMENT...............................................................................................................5
ABSTRACT....................................................................................................................................6
INTRODUCTION.......................................................................................................................7
History.........................................................................................................................................8
Current scenario...........................................................................................................................9
Global mobile handset market.....................................................................................................9
Major Global Players.................................................................................................................10
Mobile Handset Market in India................................................................................................11
Major players in India................................................................................................................13
Consumer Buying Behavior......................................................................................................13
About the Project.......................................................................................................................14
Objectives of the study..............................................................................................................15
RESEARCH METHODOLOGY..................................................................................................15
Scope of the study......................................................................................................................15
Research Design........................................................................................................................15
Data Collection..........................................................................................................................16
Primary Data..........................................................................................................................16
Secondary Data......................................................................................................................16
Data Analysis and Interpretation...............................................................................................16
Limitations of the study.............................................................................................................17
ANALYSIS AND INTERPRETATION.......................................................................................18
Table 1: Showing number of respondents owing a mobile phone.............................................18
Table 2: Showing different brands of mobiles phones used by the respondents.......................19
Table 3: Showing respondents using same brand as they had earlier........................................20
Table 4: Showing reasons for using mobile phone by the respondents.....................................21
Table 5: Showing the factors considered by respondent while purchasing a mobile................22
Table 6: Showing the sources which influenced the buying decision of the respondents.........23
Table 7: Showing different purposes for which mobile is used by the respondents.................24
Table 8: Showing ranking of various features of mobile handsets by the respondents according
to their preferences....................................................................................................................25

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 Table 9: Showing range of price that respondents like to spend on mobile hand set................26
Table 10: Showing satisfaction level of the respondents...........................................................27
Table 11: Showing additional features required by the respondents in their mobile handsets..28
FINDINGS OF THE STUDY.......................................................................................................29
CONCLUSION AND SUMMARY..............................................................................................30
QUESTIONNAIRE.......................................................................................................................31
BIBLIOGRAPHY..........................................................................................................................34
BIBLIOGRAPHY

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ACKNOWLEDGEMENT
I hereby convey my deep acknowledgement to all those who made it possible for me to complete
this project, by extending their support and continuous co-operation.
I would like to acknowledge the consistent encouragement extended by Dr. Kamal Ghosh Ray,
Director and Dr. Ch.S.Durga Prasad, Dean-Academic Planning of Vignana Jyothi Institute of
Management.
My sincere gratitude to A.Ramesh Associate Professor whose constant guidance, efforts,
heartfelt support, suggestions and consideration helped me in the successful completion of this
project.
Finally, I would like to thank my friends Mr. Sreedhar, Dhruwa Institute Of Management,
Hyderabad. Mr.Ravi Kumar, University of Hyderabad, Hyderabad. Mr. Sharath Chandra,
Vignana Jyothi Institute Of Management, Hyderabad and my VJIM batch mates without whom
this dissertation work would not have been successfully completed.

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ABSTRACT

A customer is anyone makes regular purchases from a company or a store, while a consumer is
one who makes any transactional decisions of economic nature including buying of goods and
services. Consumer can be both personal consumer who buy for his or her own person and
family consumption and organizational consumer which could include nongovernmental
organization, political groups, companies and governments. Consumer behavior is the study of
how individuals, group, and organizations select, buy, use, and dispose of goods, services, ideas,
or experiences to satisfy their needs and wants. Buying Behavior refers to the buying behavior of
the ultimate consumer. Buying Behavior is the decision processes and acts of people involved in
buying and using products which includes social and mental processes. This study was
undertaken in order to find out the factors influencing consumer’s purchase decision of mobile.
And the findings of this first objective will provide the basis for the second research objective in
the study. Secondly, it is intended to find out whether there are differences among consumer
groups of a mobile company with respect to the importance given to the factors influencing
consumers’ mobile purchases. The customer base of a company consists of three groups of
consumers stayers (those who had never switched from a previous brand), satisfied switchers
(those who switched for reasons other than dissatisfaction) and dissatisfied switchers (those who
switched because they were dissatisfied from their previous brand).This study, thus looks into
the understanding of the attitudes of these three different groups of customers which plays an
important role when implementing effective and feasible retention and loyalty strategies.

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INTRODUCTION
Information technology is "the study, design, development, implementation, support or
management of computer-based information systems, particularly software applications and
computer hardware." Encompassing the computer and information systems industries,
information technology is the capability to electronically input, process, store, output, transmit,
and receive data and information, including text, graphics, sound, and video, as well as the
ability to control machines of all kinds electronically.

Information technology is comprised of computers, networks, satellite communications, robotics,

videotext, cable television, electronic mail ("e-mail"), electronic games, and automated office
equipment. The information industry consists of all computer, communications, and electronics-
related organizations, including hardware, software, and services. Completion of tasks using
information technology results in rapid processing and information mobility, as well as improved
reliability and integrity of processed information. It is a convenient term for including both
telephony and computer technology in the same word. It is the technology that is driving what
has often been called "the information revolution". Nowadays it has become popular to broaden
the term to explicitly include the field of electronic communication so that people tend to use the
abbreviation ICT (Information and Communication Technology).

"Electronic and information technology" is a term used in the 1998 amendments to Section 508
of the Rehabilitation Act. The term is used to define the scope of products covered under
Section 508. Section 508 requires that electronic and information technology that is developed,
procured, maintained, or used by the federal government be accessible.

Electronic and information technology includes computer hardware and software, operating
systems, web-based information and applications, telephones and other telecommunications

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products, video equipment and multimedia products, information kiosks, and office products
such as photocopiers and fax machines.

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.

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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 every day. They have become more than just call making and receiving devices. Mobile
phone handsets now have more business-friendly applications that can enhance anybody’s
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.

Global mobile handset market

The phenomenal rise of the mobile phone has seen its image change from a yuppie status symbol
to a daily essential. Along the way, it has created thousands of jobs, changed the way we do
business, and made an awful lot of money for investors. Today Key Handset technologies
include GSM, CDMA, WiFi, 3G, 4G and Blue Tooth.
Around 80% of world's population has mobile phone coverage as of 2006. This figure has
increased to 90% by the year 2010. With the periodic introduction of new features and
multimedia tools in the mobile handsets due to technological advances, more and more people in
the Asian continent fancy is buying them. There are many diversities and complexities in the
Asian mobile handset market due to types of customers, government regulations,
regional/geographical wireless infrastructure, and the purchasing power. Basically, the Asian
market looks at the mobile handsets as status symbols. The market is seen best for the low-end
phones, but there is a huge rise in the demand for flashier and costlier phones. India, China,
Korea, and Malaysia are fast evolving as the biggest markets for mobile handsets and in coming
years they will mainly carry on the global handset sales.

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Major Global Players

Table 1.1: showing market share of major players of mobile phones in 2010
Company 2010 Market Share (%)
Nokia 38
Samsung 20
LG 10
Sony Ericcson 5
Motorola 5
Micromax 4.5
Others 17.5
Total 100.0

Nokia Corporation is currently the world's largest manufacturer of mobile telephones. It

produces mobile phones for every major market and protocol, including GSM and CDMA. 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 high-volume
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'

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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 have 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 United 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.

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. India’s 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. India’s wireless

11
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 of 9.04 USD per year.

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 have increased from 8% in 2005 and
are 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 2011. Indian cellular market would account for 11% of the overall
Asia Pacific and Japan market by 2010 and is expected to reach 500 million subscribers by end
of 2011 with CAGR of 33.7% for 2004- 2011.

Fig. 1.1 India’s mobile subscriber base

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Major players in India

The major players in the handsets segment in India include Nokia, Motorola, Sony Ericsson,
Samsung, LG, Philips, Panasonic, Micromax, Sagem and BenQ. Nokia has retained the top slot
in Indian market with 70 % share, while US giant Motorola has 15 % share and Sony Ericsson
has gained around 8% share this year. Samsung has 5% share and LG has 1.8% share.

Fig. 1.2 market share in percentage of the mobile phone players in India

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 market share %

5 1.8 0.02
8

15

70

nokia motorola sony ericsson samsung LG others

Consumer Buying Behavior

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

14
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.

About the Project

The importance of cell phones goes way beyond the ability to make or receive phone calls.
Today's technically advanced cell phones can perform as many or even more tasks than a home
computer. They are capable of internet access, sending and receiving photos and files, storing
data, to name just a few of the available options. So a question arises as to why different people
choose different brands and what are the features they look for while purchasing a mobile
handset.

It provides a scope to understand the consumers buying behavior (especially students) towards
the mobile handsets. The increasing importance of cell phones has made them almost a necessity
for most people. Mobile penetration is on rise. It has even exceeded landline connections. Since
various brands of mobile phones are in the market for quite a long time, their performance
provides sufficient data for study. The results of the study would give the mobile manufacturing
companies an insight about the preferences of the consumers and also their expectations from the
mobile phones. This would help the companies to understand the potential of the market and
target the right consumers.

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Objectives of the study

1. To examine the factors those influence the customer choice while purchasing a mobile
hand set.
2. To know which features in a particular brand are preferred by the mobile phone users.
3. To find out what additional features are demanded by consumers.
4. To study the satisfaction level of mobile phone users.

RESEARCH METHODOLOGY
It includes the scope of the study, research design, collection of data, analysis of data and
limitations of the study.

Scope of the study

The scope of the study is to get the first hand knowledge about the buying behavior of
consumers towards different brands of mobile handsets. The scope is restricted to study the
factors affecting the preference of consumers while choosing a mobile handset.

Research Design
The research design constitutes the blueprint for the collection, measurement and analysis
of data. It is the strategy for a study and the plan by which the strategy is to be carried out.

The research design of the project is descriptive as it describes data and characteristics associated
with the population using mobile phones. Descriptive research is used to obtain information
concerning the current status of the phenomena to describe "what exists" with respect to
variables in a given situation.

Data Collection
Primary Data
Primary data is that data which is collected for the first time. For the purpose of
collection of primary data, a well structured questionnaire was framed which was filled by the
respondents. The questionnaire comprises of close ended as well as open ended questions. In

16
close ended questions dichotomous, ranking, checklist questions and multiple choice questions
are used.

Secondary Data
Secondary data is the data which is already collected by someone. They are secondary
in nature and are in shape of finished product. Secondary data was collected so as to have
accurate results. Required data was collected from various books, magazines, journals and
internet.

Data Analysis and Interpretation

For the purpose of analyzing, raw data was summarized in a master table and from this
table the results have been carried out. The questions having multiple/ alternative choices were
analyzed by taking percentages. In the case of questions on like scale, the mean scores were
calculated.

In case of ranking questions the total score has been added and final ranking is given by
calculating mean. In case of checklist questions the average of total no. of responses was
calculated. In case of explanatory questions, the general suggestions were summarized.

Limitations of the study

Sincere efforts have been made to collect authentic and reliable information from
respondents, however the report is subject to following limitations:

i. Some respondents were reluctant to give the information, so their responses may be
biased.

ii. Time could be a major limitation as it may have affected the inferences drawn in the
study. Only 50 respondents have been contacted due to time constraint.

iii. Sample may not be the true representative of the universe.

17
 iv. Study was conducted in karimnagar only. So the results of the study may not be
applicable in other areas.

ANALYSIS AND INTERPRETATION

Here analyze the behavior and preferences of the consumers for various brands of mobile hand
set based on various factors which influence their buying decision.

Results of the study

Table 1: Showing number of respondents owing a mobile phone

No. Of Respondents %
Yes 50 100
No 0 0
Total 50 100

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Fig.1

Table 2: Showing different brands of mobiles phones used by the respondents

Brands No. of respondents %

Nokia 31 62
Samsung 6 12
LG 4 8
Sony Ericsson 3 6
Micromax 2 4
Others 4 8
Total 50 100

Figure 2

Interpretation:

From the above table and figure, we can conclude that out of 50 respondents 62% have Nokia
hand set, 12% have Samsung , 8% have LG , 6% have Sony Ericsson , 4% use Micromax . Apart
from these brands 8% of respondents have other brands like Spice, Panasonic etc. It’s evident
from the figures that Nokia is most preferred brand.

Table 3: Showing respondents using same brand as they had earlier

RESPONSES NO. OF RESPONDENTS PERCENTAGE
Yes 32 64

19
No 18 36
Total 50 100

Figure 3

70

60

50
percentage

40

30

20

10

0
yes no
re s pons e s

Interpretation:
From the above, it is interpreted that 64% of the respondents had same brand of mobile hand set
earlier while 36% had different brands. Some switched over due to new features available in
other brands and others due to inefficiency in earlier brand. But above figures conclude that most
of the respondents are brand loyal.

Table 4: Showing reasons for using mobile phone by the respondents

Reasons No. of Respondents %

Communication 19 38

20
Status 18 36
Don’t have landline 3 6
Others 10 20
Total 50 100

Figure 4

Interpretation:
Above table and figure depict that 38% of respondents use mobile for communication, 36% use
it as a status symbol, 6% use mobile because they don’t have landline connections and 20% of
respondents have other reasons like necessity, games, music etc.

Table 5: Showing the factors considered by respondent while purchasing a mobile.

Factors No. of responses
Price 9
Appearance 10
Brand 10
Features 14
Easy to carry/Weight 7
Total 50

Figure 5

Interpretation:

From above it can be concluded that features in a mobile hand set is the most important factor
which is considered by the respondents while purchasing the mobile phone. Brand and

21
Appearance are the other very important factor influencing the purchase decision. Price is also an
important factor. Easy to carry is the least important factor that is considered in the purchase
decision. It’s clear that consumers give maximum importance to features, appearance and brand
of a mobile phone.

Table 6: Showing the sources which influenced the buying decision of the
respondents
Sources No. of respondents %
Friend 18 36
Family member 9 18
Advertisement 15 30
Dealer 8 16
Total 50 100

Figure 3.6

Interpretation:
From the above table it is concluded that out of 50 respondents, 36% and 18% respondents
purchased the mobile hand set under the influence of their friends and family member, 30%
respondents under the influence of various advertisements, 16% respondents bought the car on
the suggestion of dealer.

Table 7: Showing different purposes for which mobile is used by the respondents
Diff. Purposes No. of Respondents
Receiving/making calls 16
SMS/MMS 11

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Games 4
E-mail/Internet 4
Music 8
Camera 4
Total 50

Figure 7

Interpretation:
From the above figures it can be concluded that in spite of using mobile phone for calls and SMS
which are its basic purposes, consumers are using them increasingly for Music and
Camera.

Features Mean scores Rank

Bluetooth 3.29 5th
MP3 Player 3.16 2th
3rd
Camera 3.23
Data Storage Capacity 3.13 1st
GPRS 4.87 6th
Personal Info. Management 3.32 4nd
Table 8: Showing ranking of various features of mobile handsets by the respondents
according to their preferences

Figure 8

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Interpretation:

Since 1 is given to the most preferred feature and 6 to the least preferred feature in a mobile hand
set, therefore from the table, we can conclude that data storage capacity is the most preferred
feature in a mobile hand set. 2nd and 3rd ranks are given to MP3 player and camera in the mobile
phone respectively. After them the features of personal information management and Bluetooth
are given preference. GPRS is the least preferred feature in the mobile phones. Therefore it’s
clear from above that consumers give more preference to the feature of data storage and MP3
player.

Table 9: Showing range of price that respondents like to spend on mobile hand set

Range No. of respondents %

Below 5000 16 32
5000-10000 20 40
10000-15000 11 22
Above 15000 3 6
Total 50 100

Figure 9

Interpretation: From above it is interpreted that 39% of respondents prefer to spend between
the ranges of Rs. 5000-10000, 22% between Rs. 10000-15000, 7% above Rs. 15000and
32% below Rs. 5000. It concludes that mobile phone users here are price sensitive.
Mobile phones are no longer a status symbol instead they have become a necessity
.

Table 10: Showing satisfaction level of the respondents

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 No. of Respondents %
Yes 46 92
No 4 8
Total 50 100

Figure 10

Interpretation:

From the above table, we can conclude that out of 50 respondents, 92% respondents are satisfied
with the performance of their mobile hand set whereas 8% are not completely satisfied. The
main problem faced by them is the battery life of their hand sets. In general, consumers are
satisfied with their brand of mobile phone.

Table 11: Showing additional features required by the respondents in their mobile
handsets
Features No. of responses
Wi-Fi 14
TV 11
Video Conferencing 12
Windows 13
Total 50

Figure 11

Interpretation:

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From above table and figure it is concluded that features of Wi-Fi and Windows are more in
demand. TV and Video Conferencing too are considered almost equally important.

FINDINGS OF THE STUDY

1. Nokia is the most popular and widely used brand by consumers.

2. Brands like Samsung and Sony Ericsson are also gaining ground with regard to popularity
but not like Nokia.
3. 64% of the respondents used same brand earlier. But on the other side 36% of response
depicts the fact that people constantly switch from one brand to another on the dearth of new
features and advance technology.
4. Mobile phone is no more a status symbol now for the consumers. It has increasingly become
a necessity to reduce communication gap and to maintain mobility.
5. It is clear from the above that consumers give due importance to factors like features,
appearance and brand of mobile phones while making purchase decision.
6. Price comes after the satisfaction of above factors and easy to carry facility is least
considered during purchase decision.
7. It’s clear that consumers purchase a particular brand of mobile handsets on the basis of the
positive report about their performance received from their friends and family members who
already own that brand.
8. Advertisements also play an important role in influencing the buying decision.
9. Besides receiving and makings calls and SMS consumers are also using mobile for listening
music and camera.

26
10. Use of mobile for games has significantly reduced. As far features of mobile phones are
concerned it’s clear from above that consumers give more preference to the features of data
storage, MP3 and Camera. GPRS is the least preferred feature in the mobile phones.
11. Consumers prefer to spend between Rs. 5000 and Rs. 10000 on a mobile phone. It again
depicts that mobile phones are no longer a status symbol now and has become necessity.
12. Most of the population is satisfied with their existing brands. The main problem faced
otherwise is related to the battery life of a mobile hand set.
13. Consumers require additional features of Wi-Fi, Windows, TV and Video Conferencing in
their mobile phones. It depicts that people here want to use innovative features.

CONCLUSION AND SUMMARY

The Mobile phone represents the convergence instrument of the future. It has become a necessity
for many people throughout the world. The ability to keep in touch with family, business
associates, and storing data are only a few of the reasons for the increasing importance of mobile
phones. Cell phone manufacturers have produced a wide range of cell phones, which sell for
prices that range from very inexpensive to thousands of rupees.

The above findings and results reflected the preferences, expectations and satisfaction level of
mobile phones users in Karimnagar. The study would help the companies in understanding the
factors that influence the purchase decision of the consumers and their expectations from the
mobile handsets. The results of the study indicate that mobile phones are no longer the status
symbol for the consumers. Brand and features in a handset are preferred over their prices. People
here require new innovative features in mobile phones every new day.

27
QUESTIONNAIRE

Personal Details:
Name: _________________
Age: _________________Gender: _________________
Q1) Do you have a mobile phone?
YES NO
Q2) a) Which brand of mobile hand set do you have? (Please Tick)
i. Nokia _______
ii. Sony Ericsson _______
iii. Samsung _______
iv. LG _______
v. Any other (please specify) _______

b) Which model ____________

If it is your first mobile phone then skip Q3
Q3a) Did you use the same brand earlier?
YES NO
b) If NO then which mobile brand you had earlier (please specify) ______________
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 c) Why have you switched from earlier brand to latest one?
i. Advanced technology _______
ii. New features _______
iii. Inefficiency in earlier mobile _______
iv. Any other( please specify) _______
Q4) For what purpose did you purchase the mobile? (Tick one option)
i. Communication purpose ________
ii. Status ________
iii. Don’t have landline phone ________
iv. Any other (please specify) ________

Q5) Which of the following factors you considered while choosing the mobile hand set?
i. Price ________
ii. Appearance ________
iii. Brand ________
iv. Features ________
v. Easy to carry/Weight ________

Q6) Who influenced you to buy this brand? (Tick one option)
i. Friend _______
ii. Family member _______
iii. Advertisement _______
iv. Dealer _______
v. Any other (please specify) _______

Q7) For which different purposes do you use your mobile? (Can tick more than one option)
i. Receiving / making calls ________
ii. SMS/ MMS ________
iii. Games ________
iv. E-Mail/ Internet ________

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 v. Music ________
vi. Camera ________

Q8) Rank the following features of your hand set according to your preference (rank 1 to most
preferred and rank 6 to least preferred)

i. Bluetooth _______
ii. MP3 Player/ Video Player _______
iii. Camera ________
iv. Data Storage Capacity ________
v. GPRS ________
vi. Personal information management ________
(Notes, to-do list, contacts, etc.)
Q9) Tick the range of price you would like to spend on a mobile handset?

i. Below 5000 ________

ii. 5000- 15000 ________
iii. 15000- 25000 ________
iv. Above 25000 ________

Q 13) a) Are you satisfied with your existing mobile hand set?

YES NO

b) If no, then what are the problems faced by you?

_______________________________________________________________

_______________________________________________________________

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Q 14) what additional features do you want in your mobile handset?
i. Wi-Fi ________
ii. TV ________
iii. Video Conferencing ________
iv. Windows ________

BIBLIOGRAPHY

http://communities-dominate.blogs.com/brands/2010/02/phone-market-shares-for-year-of-2009-
and-last-quarter-2009.html
http://www.wirelessdesignasia.com/article-8488globalmobilehandsetshipmentgrew17yoy-
Asia.html
http://www.forbes.com/feeds/businesswire/2009/04/24/businesswire123735951.html
http://digital-lifestyles.info/2007/03/05/worldwide-mobile-phone-sales-grow-21-in-2006/
http://www.gartner.com/it/page.jsp?id=501734
http://www.rncos.com/Report/COM02.htm
http://economictimes.indiatimes.com/News/News-By-Industry/Telecom/Mobile-handset-sales-
pick-up-after-drought/rssarticleshow/4180130.cms
http://www.dailyindia.com/show/121503.php/India-to-be-second-largest-mobile-market-by-
2010:-Nokia
http://www.scribd.com/doc/28726420/Consumer-Buying-Behaviour-on-Electronic-Products

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http://www.consumermate.com/survey-report-on-consumer-buying-behavior-on-electronic-
products.html
http://www.learnmarketing.net/consumer.htm
http://www.scribd.com/doc/28726420/Consumer-Buying-Behaviour-on-Electronic-Products
http://www.udel.edu/alex/chapt6.html
www.pricegrabber.com

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