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CONSUMER BUYING BEHAVIOR
A. SOCIAL FACTORS
Social factors refer to forces that other people exert and which
affect consumers’ purchase behavior. These social factors can
include culture and subculture, roles and family, social class and
reference groups.
Example:
By taking into consideration Reference group, these can
influence/ affect the consumer buying behavior. Reference group
refers to a group with whom an individual identifies herself/
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himself and the extent to which that person assumes many
values, attitudes or behavior of group members.
Reference groups can be family, school or college, work group,
club membership, citizenship etc.
Reference groups serve as one of the primary agents of
consumer
socialization and learning and can be influential enough to induce
not only socially acceptable consumer behavior but also socially
unacceptable and even personal destructive behavior. For
example, if fresher student joins a college / university, he/she will
meet different people and form a group, in that group there can
be behavior patterns of values, for example style of clothing,
handsets which most of group member prefer or even destructive
behavior
such as excessive consumption of alcohol, use of harmful and
addictive drugs etc. So, according to how an individual references
him / her to that particular reference group, this will influence and
change his/her buying behavior.
B. PSYCHOLOGICAL FACTORS
Example:
Attitude is an enduring organization of motivational, emotional,
perceptual and cognitive processes with respect to some aspect
of our environment. Consumer form attitude towards a brand on
the basis of their beliefs about the brand. For example,
consumers of Sony products might have the belief that the
products offered by Sony are durable; this will influence those
customers to buy Sony products due to this attitude towards the
brand.
C. PERSONAL FACTORS
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These include those aspects that are unique to a person and
influence purchase behavior. These factors include demographic
factors, lifestyle, and situational factors.
Example:
Lifestyle is an indicator of how people live and express
themselves on the basis of their activities, interests, and opinions.
Lifestyle dimension provide a broader view of people about how
they spend their time the importance of things in their
surroundings and their beliefs on broad issues associated with life
and living and themselves. This is influenced by demographic
factors and
personality.
E.g. A CEO or Manager is likely to buy more formal clothes, ties
and shoes or PDAs and less informal clothes like jeans as
compared to a Mechanic or Civil engineer. So according to their
lifestyle and profession, the buying behavior of people differs
from one another.
Problem Recognition
Example:
It’s when a person recognizes that she cannot make a call from
her mobile phone that’s when she recognizes that her phone has
been damaged i.e. the phone has hardware problems and needs
to be repaired or buying a new piece.
Information Search
After the consumer has recognized the need, he / she will try to
find the means to solve that need this is called nominal decision
making. Secondly, a consumer will try to solve the problem by
asking a friend or goes to the market to seek advice for which
product will best serve his need, this is called limited decision
making.
Personal sources
Commercial Sources
Public sources
Personal experience
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this process of information collection it will yield awareness of set
of brands of
mobile connections she can buy.
Alternatives evaluation
Purchase Action
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Scope of this study:
Statement of problem:
RESEARCH METHODOLOGY –
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Research is a systematic effort to gain new knowledge.
Research is a movement of knowledge from known to
unknown from the available place to the required place.
Research methods:
Those methods which are used by the researcher during the
course of studying are research problem are termed as research
methods.
Research methodology:
The research methodology, not only the research methods are
but also consider the logic behind the methods. They are in the
contest of our research studied. And explain why we are using a
particular method or techniques and we are not using others.
Nature of data:
Collection of data:
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The following four questions need to be answered in designing an
effective set of questions or a questionnaire:
1) Will the respondent have the information/knowledge needed to
answer the questions?
2) Will the respondent understand the questions?
3) Will the respondent likely to give a true answer?
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India’s mobile market is dominated by foreign companies for high
end telecom equipments, handsets; transmission
The total cumulative all India CDMA subscriber base rose by 0.97
million from 23.25 million in March 2006 to 24.22 million in April
2006, representing a growth of 4.2% in the month under review.
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The rural population of around 700 million is waiting for its share
of economic growth. Initially the big telephone companies focused
only on urban centers, which they felt were more profitable.
However, this mindset is gradually changing with the realization
that there is equal, if not bigger money in rural areas.
TATA
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company has swung into expansion mode and currently has a
pan-India state-of-the-art
network. Having pioneered the CDMA 2000 technology platform
in India, Tata Teleservices has established a 3G-ready robust and
reliable telecom infrastructure in partnership with Motorola,
Ericsson and Lucent. The company has also received the license
from the Department of Telecommunications to launch GSM
(Docomo) services as well.
Tata Teleservices’ bouquet of telephony services includes mobile
services, wireless desktop connections, public booth telephony
and wireline services. Other services include value-added services
roaming, post-paid Internet services, 3-way conferencing, group
calling, Wi-Fi Internet, USB Modem, data cards, calling card
services and enterprise services.
Aircel:
Bharti Airtel:
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Airtel comes to you from Bharti Airtel Limited, India’s largest
integrated and the first private telecom services provider with a
footprint in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology and has steered
the course of the telecom sector in the country with its world
class products and services. The businesses at Bharti Airtel have
been structured into three individual strategic business units
(SBU’s) – Mobile Services, Airtel Telemedia Services & Enterprise
Services. The mobile business provides mobile & fixed wireless
services using GSM technology across 23 telecom circles while
the Airtel Telemedia Services business offers broadband &
telephone services in 94 cities. The Enterprise services provide
end-to-end
telecom solutions to corporate customers and national &
international long distance services to carriers. All these services
are provided under the Airtel brand.
BSNL
Reliance
Vodafone
MAIN TEXT
FINDINGS –
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1. Consumer preferences towards Cellular network
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Vodafone airtel reliance aircel tata bsnl
12 8 9 7 8 6
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Vodafone Airtel Reliance Aircel Tata BSNL
postpaid 4 3 5 2 5 2
prepaid 8 5 4 5 3 4
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Vodafone Airtel Reliance Aircel Tata BSNL
price 3 2 2 5 2
brand 2 2 2 2 2 2
store 2 2 1
signal 5 2 4 4 4
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Vodafone Airtel Reliance Aircel Tata BSNL
Extremely 4 2 3
Satisfied
Somewhat 6 4 5 3 3 2
Satisfied
Somewhat 2 2 2
Dissatisfied
Dissatisfied 2 2 2 2 2 2
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Vodafone Airtel Reliance Aircel Tata BSNL
Family
Member 4 3 3 2
Friends 3 3 3 3 3
Advertisement 4 2 2 3 1 4
Dealers 1 3 1 1 1
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On the basis of performance, only two and three people are
highly
satisfied with Aircel, Airtel & BSNL respectively.
SUGGESTIONS
All the service providers should try to increase post paid users.
By providing them various offer on postpaid connection.
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Airtel, Aircel customers are highly dissatisfied about the
performance of the service provider. So they should try to add
some advanced features towards their services.
CONCLUSION:
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BIBLIOGRAPHY –
BOOKS-
JOURNALS-
Business India
INTERNET SOURCE-
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www.google.com
www.wikipedia.org
www.economicstimes.indiatimes.com
www.thehindubusinessline.com
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