ASSIGNMENT -2

STUDY ON CONSUMER BEHAVIOUR REGARDING THE DIFFERENT BRANDS OF MOBILE IN MADURAI

BY K.RINOSHA BANU M.PHIL (MANAGEMENT STUDIES) MKU

INTRODUCTION:
The present study investigates mens perception in buying decisions on branded mobile in Madurai. The need to understand the emerging markets and consumers has become a big challenge for the corporate world especially in creating and managing a powerful brand. Purchasing decisions include many factors that most consumers are not even aware of. Five steps are involved in nearly every purchase made: need recognition, information search, evaluation of alternatives, purchase decision, and finally post purchase behavior. Even the simplest purchases can include any or all of these steps. Purchases are further influenced by such things as personal, psychological, and social issues. Mobile phone is a smart communication media. It is not a one-way communication like pager. Cellular communication basically gives the power of an advanced telephone system card. Cellular communication works like the radio set which is normally used. The handset or Mobile Phone is in fact an own private radio transmitter and receiver, very similar to the Walkie-talkies used by Police and Security Personnel. The key difference is that a cellular phone network is

connected to the fixed line or conventional telephone system allowing additional access to the telephone world.

STATEMENT OF THE PROBLEM:

There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. Both are categorized as environmental factors which are environmental stimuli and marketing stimuli. The marketing stimuli are planned and processed by companies, whereas the environmental stimulus are given by social factors. These two stimulus consists of different elements whereas can cause different influences on consumer behavior towards buying decisions. In consumers mobile phone buying behavior, either both can influence buying decisions. But, which one can be much more influencing than the other in terms of buying decisions .When interviewing two subjects regarding the process involved, it becomes apparent that each individual, although having very similar needs, underwent slightly different

thought processes to arrive at a decision. MOBILE BRANDS : NOKIA, SAMSUNG, SONY ERICSSON, LG, VODAFONE, SONY, HTC, APPLE, BLACKBERRY, MOTOROLO, ACER MICROMAX, SPICE .

REVIEW THE LITERATURE:

A good market researcher will study the thought process undergone by consumers, compare it with their demographic data, and use the resulting information to market their products. Purchasing decisions include many factors that most consumers are not even aware of. It seeks to learn what motivates people in making choices. The techniques are such as to develop into the conscious, subconscious and the unconscious.

SCOPE OF THE STUDY:

This study is mainly focuses on the leading brand preference for mobile phone and the attitude of consumers belongs to low, middle and high income groups are taken in madurai city. Everyone has got a mobile

phone today because it has many advantages: you are flexible and available everywhere and every time but if you don't want to be available once, no problem, you may turn it off. There are many reasons to possess a mobile phone and if you are searching for a new mobile phone one of any kind, please enter. As an offerer, please, describe your offer exactly. It is also important to give the exact appellation of the phone, since little differences in appellation may make up great differences in product.

OBJECTIVE OF THE STUDY:

The important objectives of this study are 1. To study the importance of branding and its influence on consumers buying behavior.
2.

To study the awareness and attitude of consumers towards Mobile Phone.

3. To study the factors influencing the brand preference of Mobile phones. Extent to which the supply of valid products and services exceed consumer demand. Ability to communicate with customers quickly and accurately. Existence of multiple avenues of distribution quickly and economically .Extent to which

marketers can influence to induce distributors to comply with overall marketing strategy. Economic growth, both nationally and globally You cannot take the consumer for granted any more. Therefore a sound understanding of consumer behaviour is essential for the long run success of any marketing program.

RESEARCH HYPOTHESIS:
This paper has tried to make a few simple points about hypothesis testing in general and its relevance to consumer learning in particular. First, people are not as pathetically biased in their hypothesis testing behavior as sometimes portrayed .In many situations, they actually follow the normatively prescribed pattern though usually for pragmatic rather than logical reasons .Moreover, while a confirmation testing strategy is not a good as one motivated by falsification, it is a whole lot better than passive behavioral stereotypy. Marketers can benefit from an understanding of the characteristics of decision environments that lead to various patterns of hypothesis testing.

OPERATIONAL DEFINITION OF THE CONCEPT:

RESEARCH QUESTIONS: 1. What is the relationship between environmental factors of consumer behavior and buyers decision making process? 2. Between marketing and environmental stimuli, which one will give the most influence towards consumers decision making?

GEOGRAPHICAL AREA TO BE COVERED:

This study has been conducted in madurai city as the suitable area due to the people of belongs to various levels. Demographics normally play a major role in the buying process, since social, religious, and economic factors all influence a person's thought processes. so that i chosen Madurai. Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes that precede and follow these actions.

PERIOD OF COVERAGE:
The data has been collected through interview schedule from the consumers of mobile phone users during the period sep 2012.

METHODOLOGY AND DATA COLLECTION:

This is based on collection of primary data through interview schedule from 100 respondents of mobile phone uses in madurai city. In this study the consumer preference relating to mobile phone were described with the help of percentage analyses were made. Brand preference: Many brands of cell phones are available in the market. People prefer a particular brand. The preference differs from person to another for various reasons.

Brand Nokia Samsung Sony Ericsson LG Panasonic Motorola Total

No. of Percentage Respondents 54 54 14 14 6 6 10 10 4 4 12 12 100 100

From the above table it is clear that of the total 100 respondents 54% of them use Nokia brand mobile phones. Samsung is used by 14%, Motorola is used by 12%, LG is used by 10%, Sony Ericsson is used by 6% and Panasonic is used by 4%.

SAMPLING TECHNIC:
The researcher has adopted the convenient sampling

and it was much careful to ensure that the sample represents the whole area of the study. A sample of 100 consumers has been selected for the study by using convenient sampling method. The sample has consisting of three groups viz, Low, Middle and High Income Groups are 22, 34 and 44 respondents respectively.

FRAME WORK OF ANALYSIS:

In this study an attempt by the researcher has been analyzed the brand preference of cell phone. The analysis of the data is based on the attitude or opinion, consumer awareness and selection of brand of cell phones in madurai City. A brand name may manipulate the buyer's perception about the product. Brand names are often useful in establishing an overall product concept. Occasionally, a brand name becomes the generic name of that product. Inferences are made on the basis of the opinion expressed by one hundred sample respondents comprising of 22 from Low income group, 34 from Middle income group and 44 from High income group.

PLAN OF ANALYSIS:
As even this small study has proven, marketers must be constantly aware of the consumer's thought processes and buying behaviors, since even the simplest decisions can involve many factors. Market researchers should carefully study consumers and come up with innovative ways of persuading the consumer, at

each of the buying stages, that their product is the best fit. If they are successful, then the true concept of marketing - building profitable relationships, will be met. In this study an attempt has been analyzed the brand preference of cell phone. The analysis of the data is based on the attitude or opinion, consumer awareness and selection of brand of cell phones in madurai City. A brand name may manipulate the buyer's perception about the product. Brand names are often useful in establishing an overall product concept.

REPORT WRITING:
SCHEME OF REPORT: Primary Data: Primary data is that data which is collected for the first time. It is original in nature in the shape of raw material. 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 close ended questions dichotomous, ranking, checklist questions and multiple choice questions are used. Secondary Data: 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.

TIME BUDGET:
The data has been collected through interview schedule from the consumers of mobile phone users during the period sep 2012.It has taken a month to finish this report.

FINANCIAL BUDGET:
Cost considerations, from practical point of view, have a major impact upon decisions relating to not only the size of the sample but also to the type of sample. This fact can even lead to the use of a non-probability sample.