Beruflich Dokumente
Kultur Dokumente
By: Sheetal Singla Under the guidance of: Dr. S.K. Bansal
Introduction Define Consumer Behavior Indian scenario in Mobiles Objectives & Scope of Study Importance of Study Limitations of the study Research Methodology Review of Literature Bibliography
Competition is stiff & companies adopt various strategies to attract new customers & retain the old ones. Consumer behavior refers to all the activities or acts engaged in the process of satisfying his needs and wants.
Competition is stiff & companies adopt various strategies to attract new customers & retain the old ones. Consumer behavior refers to all the activities or acts engaged in the process of satisfying his needs and wants.
The study of consumer behavior is the study M1 of how individuals make decisions to spend their available resources (money, time, efforts) in consumption related terms. Consumer behavior refers to all the activities or act engages by the consumers in the process of satisfying his needs and wants.
Slide 5 M1
MBA, 10/5/2009
Consumer behavior refers to all the activities or act engages by the consumers in the process of satisfying his needs and wants. lt is whatever the consumers does in the process of satisfying his needs and wants. The study of consumer behavior is the study of how individuals make decisions to spend their available resources (Money, time, efforts) in consumption related patterns
Customer value, loyalty, & satisfaction are the important aspects for a successful organization. Customer service has become a focus point for every company as customers are becoming more & more demanding day by day. Marketers want to know what consumers think, what they want, how they work, how they entertain themselves, how they play in the market, etc.
Mobile phone service was introduced in India about 30 years ago in the late 1980s India has emerged as the second largest market after the China for mobile phone handsets. Mobile phones with cameras, zoom applications, SMS facility, MMS facility, polyphonic ring tones are the basic requirements demanded by the users. Indian telecom companies provide two types of services:
Cellular services: Major players in this segment are Bharti, Hutchison, BPL Mobile that use global satellite management(GSM) standard in which we can make & receive calls from anywhere. Basic services: Major players are BSNL, TATAS, RELIANCE, using code division multiple access (CDMA) standard that offers limited mobility i.e. calls can be made & received from certain fixed areas.
To study the behavior of consumers towards cellular phones. Enumerate the usage patterns & arrive at similarities, dissimilarities, if any. Examine the way, consumers relate to the functionality of mobile phones.
Investigate consumer awareness with regard to certain launches of mobile handsets in the market.
Understand their perceptions regarding complications they face while using handsets.
With the rapid diffusion of mobile phones into modern society, marketers are seeking to interact with their consumers in ways that leverage the advantages of this new technology.
With the coming of new brands in India, the preferences in mobiles of Indian consumers have changed & the market is also facing great challenge to grab the consumers.
As the buying behavior pattern is different so, it is very important for the seller to understand, visit & survey the prospective market. The study will be helpful to formulate the strategies to grab market by having knowledge about the consumer buying preferences.
As, the study is based on consumer behavior, & human nature is unpredictable so, the consumer may not tell the truth.
Due to limited time period, some factors may have not been touched upon at all & some of the factors have been explored in a limited way.
Consumer perceptions keep on changing with time, so such a survey needs to be undertaken periodically.
Consumer may not be able to give all the information due to ignorance in some aspects.
Kotler
customer is satisfied& if performance exceeds the expectation, the customer is highly delighted
Besterfield
Evans
from providing goods & services that meet or exceed customers needs
Steenson
Bhave
product quality, price, service, and responsiveness, ability to resolve complaints, overall communication, accessibility & attitude.
Steenson
Bibliography
Loudon, L.David. Bitta, Della. & J, Alberta. (2002) Consumer Behavior, Concepts & Applications .Tata McGraw Hills.
Goyal, Saurabh. Thakur, K.S., Comparison of Customer Satisfaction (2007) In selected Public & Private Sector Banks. Journal of IPM Meerut. (July-Dec).
Thamaraiselvi, R., & Rajalakshmi, S.,(2008) Customer Behavior towards High Rise Apartments, Icfai University, Journal of Consumer Behavior, Sep, 08 Vol 3 No. 3.
Seth, Anita. Momaya, K., & Gupta, H. M., ( Jan March, 08) Managing the Customer Perceived Service Quality For Cellular Mobile Telephony: An Impirical Investigation, Vikalpa, The Journal Of Decision Makers. Vol .33, No. 1.
Makkar, Urvashi, Dr., Consumer Attitude Regarding Mobile Service Buying Behavior in India with Special Reference to National Capital Region ( NCR) , Review of Professional Management A Journal of New Delhi Institute Of Management (July-Dec, 08), Vol 6 , Issue 2, .
Jr.Boyd, W. Harper.,Westfall Ralph., Stasch, F .Stanley., A Book On Marketing Research - Text & Cases .
Cooper Donald, R & Schindler Pamela, S. (2006) Marketing research Concepts & cases: New Delhi, India: Tata McGraw Hill Publishing Company Limited.
Kazmi, S.H.H., Batra, K. Satish., A Book on Consumer Behavior www.economictimes.com www.businessnews.com Brian Mullen, Craig Johnson. The psychology of Consumer behavior, Lawrence Erlbaum Associates, Hills Dale, New Jersey, 1990.
Jill Griffin, Robert T. Herres .Customer Loyalty: How to Earn It, How to Keep It .
Jerry C. Olson, Thomas J. Reynolds.Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy . Cynthia Huffman, David Glen Mick, S. Ratneshwar, The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires. Antonides, G. and Raaij,W.F.Van. Consumer Behavior- A European Perspective: New York, JohnWilley:c1998. Schiffman, L.G.and Kanuk, L.L. Consumer behavior (9th Edition) 1999.