Mobile Phone Buying Behaviour of Consumers

By: Anant Johri 34231 Marketing B

The Response In detail

Exploratory Research
Questionnaire was prepared by interviewing 10 people
6 Physical Interviews

4 Telephonic Interviews

Descriptive Research
The questionnaire was sent to over 50 persons through the

Internet
Received response from 30 persons

Total sample space = 25

Customer Insights
The most important thing for me is Features It should be affordable yet full of features Battery backup of my phone sucks so I need a smart phone with better battery Backup It should be a style statement/status symbol

Money will be paid by dad so I will go and buy the most famous phone. I dont care about the features!! Features are same in most of the smart phones are so I will buy the best looking phone

The Questionnaire A Snap Shot

Demographic Information

The Questionnaire A Snap Shot (contd)

Consumer Behavioral Information

The Questionnaire A Snap Shot (contd)

Consumer Behavioral Information

The Questionnaire A Snap Shot (contd)

Openness to Other Brands

The Respondents In detail

Age
40 - 49 Years 4% 18 - 20 Years 4%

Gender

Female 32%

30 - 39 Years 20%

Male 68%

21 - 29 Years 72%

The Respondents In detail

Monthly Income
Consulting/Banking 4%

Profession
IT Sector 8%

Procurement 4% Self Employed Professional 4% Service 4% Below 50,000 Rs 28% 1,50,000 3,00,000 Rs 20%

Student 76%

Above 3,00,000 Rs 8%

50,000 - 1,50,000 Rs 44%

The Response In detail

What Mobile I Own
Apple Blackberry Nokia Other Samsung

4% 28% 16%

Others include brands - HTC, LG, Mircomax

8%

44%

Nokia leads with 11 persons (44%) followed by Samsung with 7 persons (28%), Blackberry with 4 persons (16%)

The Response In detail

Maximum 10 respondents (40%) were in Rs 10,000-20,000 category Closely followed by 9 respondents (36%) in Above Rs 20,000 category
Above 20,000 Rs 36%

How Much I paid for the Phone?

Below 5,000 Rs 8%

10,000 - 20,000 Rs 40%

5,000 - 10,000 Rs 16%

Majority of respondents pay more than Rs10k Indicates that people are spending more to get a better deal.

The Response In detail

Why did I choose this brand over others? 12% 12% 28% 0% 20% 40% 60%

Others Online/Print/Visual media reviews Peers/Friends using the brand

Attractive Ads
Have been using this brand for long Price competitively(Compared to similar model from other brands) Better Features(Compared to similar model from other brands)

Others include Loyalty, BBM, User Friendly

The Response In detail

Factors taken into consideration while buying a mobile phone

Most Important(5) Important(4) Neutral(3) Less Important(2) Not Considered(1) Responses Average Score
Price 12 (48.00%) 7 (28.00%) 5 (20.00%) 1 (4.00%) 0 (0.00%) 25 4.2

Features

14 (56.00%)

10 (40.00%)

1 (4.00%)

0 (0.00%)

0 (0.00%)

25

4.52

Brand Name

8 (32.00%)

12 (48.00%)

5 (20.00%)

0 (0.00%)

0 (0.00%)

25

4.12

Appearance

8 (32.00%)

13 (52.00%)

3 (12.00%)

1 (4.00%)

0 (0.00%)

25

4.12

Battery Backup

12 (48.00%)

10 (40.00%)

3 (12.00%)

0 (0.00%)

0 (0.00%)

25

4.36

After Sales Service

5 (20.00%)

9 (36.00%)

9 (36.00%)

2 (8.00%)

0 (0.00%)

25

3.68

Operating System

8 (32.00%)

11 (44.00%)

3 (12.00%)

3 (12.00%)

0 (0.00%)

25

3.96

Most Important Factors: Features Battery Backup Price

The Response In detail

What Mobile I Own
Others 8% Apple 4% Blackberry 16%

What Mobile did I own previously

Others 8% Samsung 20% Apple 4% Motorola 4%

Samsung 28%

Nokia 44%

Nokia 64%

64% respondents had Nokia while 44% respondents have Nokia Indicates weakening of traditional Nokia grip on Indian mobile phone market. Market share of Brands like Samsung and Blackberry have increased Category of Others and Apple indicates a steady position. Brands like Motorola are not able to maintain their Market Share

The Response In detail

Brand Loyalty
Prefer sticking to Same Brand Would be open to try different Brand

Why would you shift to some different brand?

Others
28%

4% 12% 20% 44% 28% 4% 4% 80%

Appearance Easier to Use

72%

Operating System
Battery Backup Call quality
72% respondents are open to trying a new brand and sufficient spectrum of opportunity.

After Sales Service Better Features Strong Price

28%

The Response In detail

Where did I buy my mobile from?
Others ( Flipkart, Gift) 4%

Official exclusive brand outlets( e.g Nokia Showroom) 25%

Branded mobile retail store(e.g. Mobile Shop, Subhiksha Mobile) 42%

Local electronic shops selling phones 29%

The Response In detail

Highly Satisfied/Satisfied customers are NOT Open to try new brands

32%

68%

Highly Satisfied/Satisfied customers are Open to try new brands

Nokia Customers Response

Factors for Choosing Nokia
Features After Sales Service Competitive Price Trust

Brand Loyalty of Customers

Only 27% of Customers Prefers sticking to Nokia 73% would switch to other Brands

Majors Factors Responsible for switching to Others brands

Better Features (55%) Operating System (36%)

Recommendations For Nokia

Improve Battery Backup for Smart Phones Providing Guarantee Instead of Warranty

Extended Warranty
Service at Door for Premium Customers
Just like Dell

Provide better features

Continuous R&D

Smart Phones with Dual Sim Cards Provide User Friendly and Easy Operating System

THANK YOU!!!