A comparative analysis of consumer behaviour for mobile phones

(A case study for Batch 2017)

(Project Report)

Submitted to:

Mrs.Eritriya Roy

(Faculty member in Economics)

Submitted by:

Shantanu Vaishnav

B.A.L.L.B.(Hons.) Student

Semester-I, Section-B, Roll No.142

Submitted on:

5 October 2017

Hidayatullah National Law University

UparwaraPost, Abhanpur, New Raipur-493661(C.G.)

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DECLARATION

I, Shantanu Vaishnav , have undergone research of the project work titled “A

comparative analysis of consumer behavior for mobile phone : a case study for batch
2017 ” as a student of Economics i hereby declare that- this Research Project has been
prepared by the student for academic purpose only, and is the outcome of the investigation
done by me and also prepared by myself under the supervision of MRS. ERITYA ROY ,
Hidayatullah National Law University, Raipur. The views expressed in the report are
personal to the student and do not reflect the views of any authority or any other person,
and do not bind the statute in any manner.

I also declare that this Research Paper or any part thereof has not been or is not being
submitted elsewhere for the award of any degree or Diploma. This report is the intellectual
property of the on the part of student research work, and the same or any part thereof may
not be used in any manner whatsoever in writing.
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Certificate

This is to certify that Mr. Shantanu vaishnav , Roll Number-142, student of Semester- I of
B.A.LL.B.(Hons.), Hidayatullah National Law University, New Raipur (Chhattisgarh) has
undergone research of the project work titled “A comparative analysis of consumer
behaviour for mobile phone : a case study for batch 2017” in partial fulfilment of the
subject of Sociology. His performance in research work is up to the level

Place: New Raipur ………………………… ……………………………

Date: 05.09.2017 MRS. ERITTYA ROY

(Faculty- Economics)

Hidayatullah National Law University, New Raipur chhattisgarh

 Contents

DECLARATION .......................................................................................................................................... I
Certificate................................................................................................................................................ II
INTRODUCTION ....................................................................................................................................... 1
CONSUMER BEHVIOUR ....................................................................................................................... 1
Buyer Behaviour:................................................................................................................................. 1
Consumer Buying Decision Process .................................................................................................... 1
1. Problem identification .................................................................................................................... 2
2. Information Search ......................................................................................................................... 2
3. Evaluation of alternative: ................................................................................................................ 2
4. Purchase:......................................................................................................................................... 2
5. Post Purchase Evaluation: ............................................................................................................... 3
Characteristic of Buyer Behaviours ..................................................................................................... 3
OBJECTIVE OF THE STUDY: ...................................................................................................................... 4
SCOPE OF THE STUDY: ............................................................................................................................ 4
METHODOLOGY: ..................................................................................................................................... 5
LIMITATIONS OF THE STUDY ................................................................................................................... 5
DATA ANALYSIS ....................................................................................................................................... 6
Analysis of above table:- ..................................................................................................................... 6
FINDINGS............................................................................................................................................... 10
CONCLUSION......................................................................................................................................... 11
REFRENCES ............................................................................................................................................ 12
APPENDIX .............................................................................................................................................. 13
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INTRODUCTION

CONSUMER BEHVIOUR
The main aim of marketing is meet and satisfy target customers need and wants buyer
behaviour refers to the peoples or organization conduct activities and together with the
impact of various influence on them towards making decision on purchase of product and
service in a market. The field of consumer behaviour studies how individuals, groups and
organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy
their needs and desires understanding consumer behaviour and knowing customer are never
simple. The wealth of products and service produced in a country make our economy strong.
The behaviour of human being during the purchase is being termed as “Buyer Behaviour”.
Customer says one thing but do another. They may not be in touch with their deeper
motivations. They are responding to influences that change their mind at the last minute. A
buyer takes a decision whether save or spend the money.

Buyer Behaviour:
Buyer behaviour is “all psychological, Social and physical behaviours of potential
Customers as they become aware of evaluate, purchase, consume and tell others about
product &service.

Consumer Buying Decision Process

There are following five stages in consumer buying decision process.
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1. Problem identification:
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that
trigger a particular need. By gathering information from a number of consumers, Marketers
can identify the most frequent stimuli that spark an interest in a product category. They can
then develop marketing strategies that trigger consumer interest.

2. Information Search:
The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family members,
business association, commercial, chamber of commerce, telephone directory, trade air etc.
Marketers should find out the source of information and their relative degree of importance
the consumes.
Personal Sources: Family, friends, neighbour, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:
There is no single process used by all consumers by one consumer in all buying situations.
There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need. Second, the consumer is looking for certain
benefits from the product solutions. The marketer must know which criteria the consumer
will use in the purchase decision.

4. Purchase:
From among the purchase of alternatives the consumer makes the solution. It may be to buy
or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy? From whom to buy a bike
How the payment to be made? And so on. The marketer up to this stage has tried every
means to influence the purchase behaviour, but the choice is properly consumers. In the
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evaluation stage the consumer forms preferences among the brands in the choice set. The
consumer may also form an intention to but the most preferred brand.

5. Post Purchase Evaluation:

After purchase the product, the consumer will experience the same level of product. The
Marketer’s job not end when the product is buying must monitor post-purchase satisfaction,
post purchase action, post-purchase use and disposal.

Characteristic of Buyer Behaviours

The chief characteristics of the buyers behaviours are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get goods and
services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.

(3) Consumer behaviours are very complex and dynamic to constantly changing. And
therefore, management needs to adjust with the change otherwise market may be lot.

(4) The individuals specific behaviours in the market place is affected by internal factor, such
as need , motives, perception, and attitudes, as well as by external of environmental
influences such as the family social groups, culture, economics and business influences.
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OBJECTIVE OF THE STUDY:

1. To find the attributes which influenced the customers in selecting particular?

Mobile handsets?

2. To study the consumer’s behaviour towards different mobile handsets.

3. To know specific aspects related to the buying behaviour of the mobile users.

4. To know the consumer preferences and choices.

SCOPE OF THE STUDY:

The present study is confined to Hidayatullah National law University (Raipur) and it is
decided as to consider different mobile handsets like Nokia, Mi, Samsung, I-phone, etc.
rendered to the customers. In HNLU, there are available different mobile handsets like Nokia,
Samsung, I-phone, Mi, etc. The main objective of this study is to analyze the consumer
behaviour during taking new mobile handsets.
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METHODOLOGY:

DATA COLLECTION

PRIMARY DATA:
Survey method was used to collect the primary data from the respondents. A structured
questionnaire was prepared to extract responses from the respondents.
Questionnaire:
Questionnaire development is the critical part of primary data collection job.
For this I have prepared a questionnaire in such a way that it is able to collect all relevant
Information regarding the project. In this questionnaire, I have used mostly close-ended
questions that are easier to be answered by respondents (consumers) and also easier for
interpretation and tabulation & one open-ended question to take the opinion of the
respondents in their own words. The questions were asked to the consumers covering
perception towards their purchase, price of the product, purpose for using the product,
characteristic of the product, brand image, the time they spend on their phone , etc.

SECONDARY DATA:
Secondary data was collected from books, articles, Internet and previous research papers that
had been conducted by the company representatives and officials.

LIMITATIONS OF THE STUDY

1) The study was conducted in 3 days that is not enough for such a vast topic.
2) No proper data was available.
3) There is a big number of mobile companies carry out the research more efficiently.
4) As the nature of research was exploratory so it was difficult to cover each and every
buyer.
5) Many buyers don’t express their original perception and views because of biasness.
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DATA ANALYSIS

TABLE SHOWING PREFERENCE OF MOBILE PHONE ACCORDING TO BRAND

-:

Brand No. Of Respondent Percentage

Samsung 24 44.44%
Apple 4 7.40%
Nokia 1 1.86%
Mi 8 14.82%
Other 17 31.48%

Total 54 100%

Analysis of above table:-

According to the above analysis brand Samsung has topped with 44.44 % of usage and the
most used phone in the university and the second position with other company phone like
(Oppo, vivo, motorola, etc) the least preferred phone is Nokia with 1.86 % and with the
lowest rating.

TABLE SHOWING INFLUENCING FACTORS OF PURCHASING:-

Influencing Factor No Of Respondent Percentage

PRICE 7 12.96 %
FEATURE 37 62.96 %
DESIGN 0 0%
WEIGHT 7 12.96 %
FASHION 3 5.55 %
Total 54 100%

According to the above analytical analysis the most important thing a person will prefer while
buying a phone is feature with 37 respondent and with the highest percentage of 62.96 %
after this price and weight is the second thing with both having 7 respondents each and with a
percentage of 12.96 % the least preferred is design with 0 respondents and 0 %.
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TABLE SHOWING WHY PEOPLE BUY A NEW PHONE:-

Attributes No Of Respondent Percentage

WHEN A NEW PHONE 7 12.96 %

COMES TO THE MARKET
YOUR PHONE BECOMES 47 87.04 %
OLD
TO SHOW-OFF 0 0%

TOTAL 54 100 %

The above table provide us with clear facts and pinpoints the main reason why a consumer
buys a new phone. According to the analysis given above a consumer buys a new phone
when his/her phone becomes old. As we can see that the number of respondent is 47 with a
percentage of 87.04 % as compared to other reason, when a new phone launches in the
market with respondent 7 and with a percentage of 12.96 %. The other reason is, to show-off
with 0 respondents and 0 % of rating.

HOW OFTEN A CONSUMER USES HIS PHONE:-

Attributes Respondents Percentage

30 MINUTES 7 12.97 %

1 HOUR 6 11.11 %

MORE THAN 1 HOUR 41 75.92 %

TOTAL 54 100 %
The above table give us clear information about how much time a consumer a spends on
his/her phone. According to the survey more than 1 hour mobile user consist of 41
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respondents with the highest percentage of 75.92 % following this, consumer who uses phone
for 30 minutes have 7 respondents with 12.87 % and consumer of uses phone for 1 hour with
respondents 7 with a percentage of 11.11 % with the lowest ranking

WHAT TYPE OF PHONE A CONSUMER WOULD PREFER:-

Attributes Respondents Percentage

FLIP PHONE 0 0%
SLIDE PHONE 0 0%
TOUGH PHONE 2 3.70 %
LUXURY PHONE 3 5.55 %
SMART PHONE 49 90.75%

TOTAL 54 100 %

WHAT SIZE OF THE HANDSET A CONSUMER WOULD PREFER:-

Attributes Respondents Percentage

Small 0 0%
Medium 10 18.51 %
Large 44 81.49 %

Total 54 100 %

The above table gives us an important piece of information about what size of the handset a
consumer would prefer while buying a phone. According to the survey and the information
given above the consumer prefers medium size phone as compared to large phone and small
phone. The analytical data of medium range phone is 44 respondents with a percentage of
81.49 % followed by large size phone with 10 respondents and 18.51 % and least preferred
size is small phones with 0 respondent and 0 % of rate.
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HOW MUCH A CONSUMER IS WILLING TO SPEND ON A MOBILE PHONE:-

Attributes Respondents Percentage

0 – 5000 RS 1 1.85 %

5000 – 10,000 RS 19 35.18 %

20,000 – 40,000 RS 31 57.40 %

40,000 – 60,000 RS 2 3.70 %

More than 60,000 RS 1 1.86 %

TOTAL 54 100 %

According to the given table above shows the purchasing power of the consumers to buy
phones. Consumers with a budget of 20,000-40,000 Rs have 31 respondents with a
percentage of 57.40 % to buy this range phone and it is followed by people with range of
5000 – 10,000 RS with 19 respondents and 35.18 % percentage, consumers with the range of
40,000 – 60,000 Rs have 2 respondents with 3.70 % and more than 60,000 Rs with 1
respondent with 1.86 %.
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FINDINGS

1. Majority of the sample respondents are influenced by feature and infotainment while
for selection of brand.
2. Majority of respondents prefers Samsung brand over others.
3. Other influencing factor while purchasing mobile is price of the phone.
4. Majority of people prefer medium size phone compared to large and small phones.
5. Majority of people buy phones in the range of 20,000 – 40,000 Rs.
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CONCLUSION

The project talks about what a consumer prefers or what are the thing which induces a
consumer to buy a phone. This project is empirical in nature and all the relevant data are
collected through a survey which was held in university ground. The project provides an
analytical and descriptive report on the topic “A comparative analysis of consumer behaviour
for mobile phone: a case study for batch 2017”. The report arises many questions like what
brand phone a consumer uses and what size of the phone matters while buying a phone or
how much a consumer is willing to spend on a phone.

The field of consumer behaviour studies how individuals, groups and organization select,
buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behaviour and knowing customer are never simple. The wealth of
products and service produced in a country make our economy strong. The behaviour of
human being during the purchase is being termed as “Buyer Behaviour”. Customer says one
thing but do another. They may not be in touch with their deeper motivations. They are
responding to influences that change their mind at the last minute. A buyer takes a decision
whether save or spend the money
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REFRENCES

 Wikipedia search: (www.wikipedia.com)

 www.mouthshut.com

 www.studygalaxy.com

 www.decisionanalyst.com

 www.studymode.com
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APPENDIX

QUESTIONNAIRE:

“A comparitive analysis of consumer behaviour for mobile phones”

1. Name –

2. Gender –

3. Do you Own a phone ?

Yes ____ No ____

4. What do you prefer while buying a phone ?

a) Price
b) Feature
c) Weight
d) Design
e) Fashion

5. How often do you use your phone ?

a) 30 min

b) 1 hour
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c) More than an hour

6. Which model do you have ?

a) I phone

b) Samsung

c) Nokia

d) Mi

7. Why do you buy a new phone ?

a) When a new brand phone comes to the market

b) Your phone becomes old

c) To showoff

8. What type of phone you would like to have ?

a) Flip phone

b) Slide phone

c) Tough phone

d) Luxury Phone

e) Smart phone

9. What size of the handset you would prefer ?

a) Small

b) Medium

c) Large
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10. How much are you willing to spend on a mobile phone ?

a) 0 – 5000 rs

b) 5000 – 10000 rs

c) 20000 – 40000 rs

d) 40000 – 60000 rs

e) More than 60000 rs