Premium Essay

Consumer Preference in Selecting Mobile Phones

In: Business and Management

Submitted By divya617
Words 1386
Pages 6
Project Report

Study of Consumer Behaviour

in selecting mobile phones

ACKNOWLEDGEMENT

We take this opportunity to convey our sincere thanks and gratitude to all those who have directly or indirectly helped and contributed towards the completion of this project.

We would like to thank Prof.Uma Pricilda for her guidance and support. During the project, we realized that the degree of relevance of the learning being imparted in the class. The learning enabled us to get a better understanding of the subject which we studied.

We would also like to thank our friends for the discussions that we had with them. All these have resulted in the enrichment of our knowledge and their inputs have helped us to incorporate relevant issues into our project.

CONTENT

1. Introduction 2. Objectives of the research 3. Research Methodology 4. Analysis 5. Conclusion 6. Appendices

INTRODUCTION:
Mobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs.
Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet.
Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a

Similar Documents

Premium Essay

Consumer Decesion Making

...Presented by INTRODUCTION ¡  ¡  DECISION MAKING "Decision making is the process of identifying and selecting a course of action to solve a specific problem." CONSUMER DECISION MAKING ¡  ¡  Specific situations that trigger consumer to make a decision in between two or more alternatives question ¡  ¡  ¡  Define  extensive  problem  solving,  limited  problem  and   rou6nized  response  behavior.     What  type  of  decision  process  would  you  expect  most   consumers  to  follow  in  their  first  purchase  of  new  product  or   brand  in  each  of  the  following  areas:     Ø  chewing  gum   Ø  Sugar   Ø  Men’s  aBer  shave  lo6on   Ø  Carpe6ng     Ø  Paper    towel   Ø  Cellular    phone  and  luxury  car   What  are  the  differences  among  the  three  decision-­‐making   approaches?     levels OF CONSUMER DECISION MAKING ¡  There  are  three  levels  of  consumer  decision   making   ¡  They  are  :     Ø  Extensive  problem  solving   Ø  Limited  problem  solving   Ø  Rou6nized  response  behaviour   Extensive problem solving ¡  ¡  ¡  The  process  of  a  customer  trying  to  get  all  the  informa6on   they...

Words: 362 - Pages: 2

Premium Essay

Research in Motion's Blackberry: an Innovation or Communication Crisis?

...to capitalize on the BlackBerry market share to employ an effective marketing strategy. This was evident when Torch 9810 was released to compete with iPhone and Android phones; the lack of a consistent strategic marketing direction resulted in a dismal sales performance of the model (Goldfayn, 2012). RIM was unable to effectively market the technical advantages (Brodkin, 2011) of Torch 9810. Furthermore, it may have alienated BlackBerry users by RIM’s failure to have an effective integrated marketing communication (IMC) campaign to inform customers as to what and why such features were present in Torch 9810 (Dvorak, 2011). As a company that deals in products of dynamically continuous innovation, the Torch 9810 could have been such if it was marketed more effectively (Rubin, 2012). 2.0 Target Market An effective target segmentation for an organisation in order to satisfy consumers needs and wants should include demographic, psychographic and behaviour (West, Ford and Ibrahim, 2010). RIM should target consumers’ evaluation criteria with their strong technical advantage. Demographic segmentation for RIM includes consumers both male & female, ages between 25 to 45 and white collar workers with social status between lower middle class to upper middle class. Psychographic segmentation includes lifestyle of consumers that are adaptive with technology, interested in social networking and early adopters. Behaviour segmentation also...

Words: 983 - Pages: 4

Premium Essay

2015 U.K. Consumer Mobile Payment Study

...2015 U.K. Consumer Mobile Payment Study “Do you think someday we can open a bank account or ask for a loan without physically having to come to the bank?” — Bill Gates TSYS® is excited to publish its first research report exploring mobile payments (m-payments) in the U.K. The report includes information regarding U.K. consumer payment preferences and other insights. The aim of this report is to provide valuable information to help our clients and other stakeholders in navigating the current market trends for m-payments and related topics like mobile banking, communication and retailer apps. In line with our belief in keeping payments people-centred, this primary research is based on the end-user of the technologies explored. The goal of this research is two-fold: 1) to investigate consumers’ current behaviour; and 2) to understand how their attitudes and concerns could help predict future behaviour. With the increase of choices among consumers, mobile payments is approaching a critical mass, if not maturity. In 2013, worldwide mobile payments reached $154 billion, and it has been predicted that this figure will reach $721 billion by 20171. In the U.K., mobile payments are expected to reach £53.6 billion in the next ten years, and 75 percent of the U.K. population is expected to have a smartphone by 20192. According to The Financial Times3, U.K. consumers are increasingly using mobile phones and tablets to make purchases — with mobile spending reaching £9.7 billion...

Words: 5518 - Pages: 23

Premium Essay

Preferences of Mobile Network Customers - a Case Study

...PREFERENCES OF MOBILE NETWORK CUSTOMERS: - A CASE STUDY Project submitted to the Mahatma Gandhi University in partial fulfillment of the requirements for the award of the Degree of Bachelor of Arts in Economics Submitted by Jithin Thomas [Reg. No. SAAD10158223] Under the Supervision of Prof. Mr. Johnson K Joyce. MA, Assistant Professor Department of Economics, St. Berchmans College, Changanacheery DEPARTMENT OF ECONOMICS St. Berchmans College NAAC Reaccredited A+ College with potential for Excellence (Mahatma Gandhi University) Changanacherry 2010 - 2013 | St Berchmans CollegeNAAC Reaccredited A+ College with potential for Excellence | Changanacherry, Kottayam, Kerala, India – 686 101Tel: 0481 2420025, 2411121Fax: 91 481 2401472 | CERTIFICATE This is to certify that Jithin Thomas, is Sixth Semester BA Economics students (2010-2013) of this college and is submitted to Mahatma Gandhi University, Kottayam, in partial fulfillment of the requirement for the Degree of Bachelor of Arts in Economics and that this project has not been submitted earlier for the award of any degree, diploma, associateship, title or any recognition. Rev. Dr. Tomy Joseph Padinjareveetti, MA, Phd Principal St. Berchmans College Changanacherry Changanacherry Date: 12-04-2013 CERTIFICATE This is to certify that Jithin Thomas, is Sixth Semester BA Economics students (2010-2013) of this college and is submitted to Mahatma Gandhi University, Kottayam, in partial...

Words: 9718 - Pages: 39

Premium Essay

101314468-Brm-Project-Mobile Phone Features

...Market Research to Evaluate Consumer Preferences for Various Features in Mobile Phones A report submitted to Prof. Anand Kumar Jaiswal Submitted by Group C08 Anshul Gupta Dr. PrashantDeshmukh Kunal Gupta Rohan Nag ShashwatSiddhant SwetaBindiTherlapu INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD Contents Background to the problem ......................................................................................................... 3 Research Matrix .......................................................................................................................... 4 Decision Problem .................................................................................................................... 4 Research Problem .................................................................................................................... 4 Information Needs ...................................................................................................................... 4 1. Secondary Research .......................................................................................................... 4 Primary Research:........................................................................................................................ 4 Variable Specification .................................................................................................................. 5 Literature Survey: Uncovering the latest trends in the Mobile handsets market ............

Words: 7315 - Pages: 30

Free Essay

Conjoint Analysis

...Business Research Methods Project On Conjoint Analysis Identifying Key Product Attributes & Product Designing of Mobile Phones Abstract This paper intends to explore consumer preferences for Mobile phones attributes, to determine the optimal combination for consumers, and to provide manufacturers a reference for their marketing strategies. In this study, consumers were divided into several demographics (age, gender, occupation) and individual preferences for various mobile phone attributes were compared. Consumers showed significant demographical difference in their preferences over the combination of mobile phones attributes. The various combination of mobile phone attributes were grouped together. Subjects were asked to rank the 22 product profiles (Pair1 to Pair22) from the most to the least preferred. The variables Pref1 through Pref7 contain the IDs of the associated product profiles, that is, the card IDs. Subject 1, for example, liked pair13 most of all, so PREF1 has the value 13. Analysis of the data is a task that requires the use of command syntax—specifically, the CONJOINT command. The necessary command syntax has been provided in the file conjoint.sps. Literature Review N. Soutar et al. (2008), the study aims to examine its relevance in exploring the trade-offs followers make about leaders. The aim was to have an integrated understanding of leadership. The leaders were assessed on the eight leader attributes obtained from three focus groups...

Words: 3607 - Pages: 15

Premium Essay

Friedman Test

...203-212 www.irssh.com ISSN 2248-9010 (Online), ISSN 2250-0715 (Print) Consumer Choice Criteria in Mobile Phone Selection: An Investigation of Malaysian University Students Safiek Mokhlis (Corresponding author) Faculty of Management and Economics, Universiti Malaysia Terengganu 21030 Kuala Terengganu, Malaysia e-mail: safiek@umt.edu.my Azizul Yadi Yaakop Faculty of Management and Economics, Universiti Malaysia Terengganu 21030 Kuala Terengganu, Malaysia e-mail: azizul_yadi@umt.edu.my (Received: 9-11-11/ Accepted: 30-11-11) Abstract The widespread use of mobile phones, the various information access means that it provided to its users, and the vast presence and significant impact of mobile phone on users’ daily life make mobile phones important devices to study. This paper focuses on studying the importance of different choice criteria in mobile phone selection among Malaysian consumers. A quantitative study drawing data from 376 university students was employed. The collected data were analyzed using SPSS. Descriptive statistics, factor analysis, and Friedman test have been employed in the study. The principal components factor analysis resulted in seven independent dimensions: (1) innovative features, (2) image, (3) price, (4) personal recommendation, (5) durability and portable aspects, (6) media influence, and (7) post-sales service. The top three most important factors influencing consumer choice of mobile phones are: innovative features, recommendation and price. Several managerial...

Words: 5202 - Pages: 21

Free Essay

Tourism System Through Mobile App

...System through Mobile App Tourism involves people traveling outside of their community for pleasure. sightseeing for pleasure. Definitions differ on the specifics of how far people must travel. Tourism may also be viewed as a business in which a community or region chooses to engage. Individual tourism businesses conduct a variety of planning activities including feasibility, marketing, product development, promotion, forecasting, and strategic planning.  Travel Agency System Account Attractions Contact Information package Event Calccaldd Calls / Queries Survey Phone App Feedback Phone App Service Provider Mobile Application Process Enabling travelers to plan and have the perfect trip offers trusted from real travelers and a wide variety of travel choices and planning features(including Flights search, Mobile and Instant Personalization) with seamless links to booking tools. Internet access have transformed nearly all facets of life, but travel has seen some of the most dramatic changes. Today's smart phones and apps can translate words live on screen, give real-time transportation advice, locate anywhere in the world, act as your boarding pass, book your dinner reservation, and even help you find a cheap, last-minute hotel room. Apps are a good way to connect with consumers, as they can be...

Words: 619 - Pages: 3

Premium Essay

Digital Marketing

...Managing Digital Enterprises Mobile Phone Online Marketing – Current Retail Environment, E-Value chain Analysis & Improvement Areas Jinu Joseph (B00573500) Master of Business Administration - FT Ulster Business School, University of Ulster Submitted on 22-Oct-2010 Contents 1. INTRODUCTION 3 2. MOBILE PHONE SALES INDUSTRY 4 2.1 CURRENT SCENARIO 5 3. RETAIL SALES ENVIRONMENT – OFFLINE AND ONLINE 5 4. VALUE CHAIN ANALYSIS 6 5. VALUE CREATION IN ONLINE MARKETING OF MOBILE PHONES 7 5.1 ADVANTAGES OF ONLINE MARKETING OF MOBILE PHONES 8 6. THREE SIGNIFICANT IMPROVEMENTS – ONLINE MARKETING MODEL 9 6.1 CUSTOMER SERVICE 9 6.2 TECHNOLOGY ENHANCEMENTS 9 6.3 PUBLIC RELATIONSHIPS 10 7. CONCLUSION 10 8. REFERENCES 10 TABLES AND FIGURES Figure 1:- Estimated Annual Retail Sales – World Telecommunication [] 5 Table 1:- E-value chain in Mobile Phone Industry 6 1. INTRODUCTION IT development has helped Organisations to market their products and services to World markets. This has promoted Production environment, Supply of the products to a more competitive world market. Organisation’s focus changed into more effective and value added customer service by understanding customer needs. Information technology tools like Internet, Mobile phones, Email and other kind of Visual Medias has helped to overcome the international boundaries to consider world as a ‘Local Market’ [3]. This paper analyse e-business methodology to show...

Words: 1724 - Pages: 7

Premium Essay

Celcom Pricing Strategy

...to win over their preferences when selecting Telco Company. “With high availability of internets across the Malaysian globes, a price penetration strategy is advisable to enhance customer’s usage, and introducing the service. On the other hand, they would use that opportunity to increase price on improved products. Celcom should also be sensitive to the price elasticity of its product and overall consumer demand.” (Celcom Official Website, 2009) Penetration pricing is commonly used by utilities, especially phone and cable or satellite services, although it is sometimes found in competitive gas and electricity markets as well. Many home phone, cellphone, cable and satellite providers offer a discounted rate for a period of time, such as your first six months of service, to get you to switch to their service. After your discount period has ended, the price increases significantly, but the company hopes you have become used to its service and won't go through the trouble to change to a different company. KUALA LUMPUR: Celcom Axiata Bhd aims to strengthen its market penetration in the middle to high-end customers segment in urban areas this year via a number of Internet-centric products it has been launching since October last year. This initiative came about following its effort in solving most of its technical glitches it faced in the area of customer phasing system last year. The wholly-owned company of Axiatia Group Bhd and the second largest mobile operator in the country...

Words: 315 - Pages: 2

Free Essay

Intro to Android and Android Applications

...An Intro to Android and Android Applications D. Reynolds In today’s world of technology, even the average user can identify that mobile technology development grows exponentially each year. As more resources become available in the palm of our hands, the software and devices which we use to access these resources become more powerful and competitive in their market. According to the Open Handset Alliance, there are 3 billion mobile phone users worldwide, in comparison to the estimated 1.5 billion TV’s currently in use. Clearly, mobile devices are leading among the world’s most successful products for consumers. Currently, in the crusade to stay connected, there are a variety of operating systems and platforms, both firmware and software, that are always being reviewed and revised to create optimal end user experiences. The successes of device manufactures create new opportunities for innovative software products to wow users and create solutions for productivity and entertainment purposes. The relationship between devices and software to run on those devices is reciprocal. They both have to be compatible with one another in order to be relevant. Keeping up with ever emerging devices and software offered by developers for our service and convenience, can be overwhelming. As an aspiring programmer, I am most intrigued by open source platforms where the basic idea is to allow developers to create programs to run according to the protocols of one operating system that...

Words: 2763 - Pages: 12

Premium Essay

Factors Influencing the Consumer Buying Decision of Mobile Phone in Malaysia

...RESEARCH METHODS ASSIGNMENT 1 (RESEARCH PROPOSAL) Factors influencing the consumer buying decision of mobile phone in Malaysia Group Members: Word count-2579 1.1 Introduction 1.1 Background With recent advancements in technology, the term mobile phones become obsolete and is replaced with the word ‘smart phones’, which has adjusted its position as the ‘new information medium’ (May and Hearn, 2005), due to the ever increasing convenience and features, such as, MMS, GPS, video call services and many more, allowing society itself to shift towards smartphone purchases (Min, et al., 2012). AC Neilsen (2012) reported that Malaysia is ranked highly in its region for smartphone usage, a total of 27%, while the closest contenders have only a slight difference in percentage (Thailand, 28% and Philippines, 29%). Furthermore, the perception of smartphones being a luxury item or a status symbol shifts to it being viewed as a necessity to daily life (Walsh and White, 2006) may have added the increase in usage rates, this can be supported by a study conducted by Syed Yahya Kamal, Syed Ardi and Tasir, Zaidatun (2008), which reported that mobile phones were viewed as a necessity by university students as it changed the methods of learning in universities. For example, info graphic research showed that out of the 57% mobile phone users, 40% use their phones to study before exams (Alexander, 2011). Furthermore, an increasing amount...

Words: 6959 - Pages: 28

Premium Essay

Nokia

...cell phone companies who follow a particular customer driven marketing strategy, which can be considered as a model for other company. Nokia segmented the market of world according to their economic condition and then try to targeting as much as they can. Suppose, Nokia itself launch varieties models of mobiles at varieties prices and positioning itself as more for more, the same for less and less for much less. They also try to bring their product differentiation, service differentiation provide new classic models, features and long lasting batteries. We hopefully say that, this particular customer driven marketing strategy should be widely followed to achieve the unified whole. 2.Introduction The company I have chosen to analyze in my assignment is the mobile phone giant Nokia. This assignment tells us briefly what Nokia actually is, its Customer driven marketing strategy, how they create value for target customer view on the size and sales of the company and also the Various Market segmentation Strategies, target market strategies and differentiation and positioning their products to desired market with customer satisfaction. Since January 2004, Nokia Group has consisted of four different business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. “In addition, there are two horizontal groups that support the mobile device business groups: Customer and Market Operations and Technology Platforms.” In the year 2004 Nokia’s net sales for mobile phones...

Words: 6081 - Pages: 25

Premium Essay

Perception Mapping of Travellers

...71 Attribute Based Perceptual Mapping of Prepaid Mobile Cellular Operators: An Empirical Investigation Among Management Graduates in Central Haryana Ashutosh Nigam1, Rajiv Kaushik 2 1 Department of Management Studies, Vaish College of Engg. Rohtak, India drashutoshnigam@gmail.com 2 Department of Management Studies, Vaish College of Engg. Rohtak, India rajivkaushikprince@gmail.com Abstract A comparison of consumer’s perception regarding cellular mobile operators was done on five cellular operators in the prepaid segment. The paper focuses on how management students associate selected brands of mobile cellular operators. Discriminant analysis is used to map selected mobile cellular operators along with their attributes. Study investigates how consumers associate the attributes in different dimensions with reference to leading service providers. Operators do not differ significantly with regard to attributes. However, they vary in their promotional campaigning and years of existence in the market. Keywords: Perceptual Mapping, Brand, Sevice Quality, Quality of Experience. Introduction With liberalization and internationalization in telecommunication, service quality has become important means of differentiation of the brand to achieve business success. For last two decades the Indian cellular services is experiencing highest growth in terms of subscribers and revenue. Despite this, most of the cellular mobile services providers in India are primarily focusing...

Words: 4918 - Pages: 20

Free Essay

A Study on Decision Making Process Whle Buying Phones

...International Journal of Business and Management May, 2009 Mobile Handset Buying Behavior of Different Age and Gender Groups Jagwinder Singh (Corresponding author) Dept. of Management, Ambedkar National Institute of Technology, Deemed University Jalandhar-144011, Punjab, India Tel: 91- 98885- 03708 E-mail: jagwinpandher@yahoo.co.in B B Goyal University Business School, Panjab University Chandigarh-160014, India Tel: 91- 94173- 07276 Abstract E-mail: ubschd@yahoo.co.in The prime objective of the study was to understand the variation in the importance given by different age and gender groups to the select factors while buying mobile handsets in India. The study concludes that the mobile handset users of age group of 18-30 years are less price sensitive than consumers of other groups; rather they consider ‘physical appearance’, ‘brand’, ‘value added features’, and ‘core technical features’ more important than users of any other age groups. On the contrary, the consumers of age group 50 years and above have given greater importance to ‘price’ than consumers of other age groups. There were significant differences between different age groups as regards to the importance given to all the factors except ‘post - purchase services’. The difference was highest for the ‘brand’ closely followed by ‘core technical features’ of the handset. Gender differences have also existed for these factors. Keywords: Buying behavior, Mobile handsets, Age groups, Gender groups, Factors, GSM 1. Introduction ...

Words: 6485 - Pages: 26