Table of Contents ABSTRACT 6 INTRODUCTION 7 ABOUT THE COMPANY 7 ABOUT THE INDUSTRY 8 CONSUMER BEHAVIOR 9 LITERATURE REVIEW 12 WHY THIS PROJECT 13 OBJECTIVES 13 RESEARCH PROCESS 14 METHODOLOGY 15 RESULTS/FINDINGS 16 DEMOGRAPHICS 16 LOCATION 17 PHONE OWNERSHIP 18 USAGE DETAILS 19 DECISION MAKING 21 REASON FOR CHANGING PHONE 22 WHO INFLUENCES PURCHASE DECISION 23 PLACE PREFERRED FOR BUYING 24 BRAND RECALL 25 NEW FEATURES 29 FACTOR ANALYSIS 32 INTERPRETATIONS 40 SUGGESTIONS/RECOMMENDATIONS 41 LIMITATIONS 42 ANNEXURE-1 43 ANNEXURE-2 44 ANNEXURE-3 - QUESTIONNAIRE 45 REFERENCES 48
ABSTRACT
My project that is “Consumer behavior for mobile phones” is basically is a market research The growth of mobile handset market can be gauged from the fact that 27 new handset vendors entered India just in 1 quarter in 2009. Nokia currently dominates the mobile handset market in India (followed by Samsung and then LG). Nokia had the first mover advantage, and they were also able to leverage their experience in China to consolidate their lead in India. Since this market is one of the most dynamic market environments today due to increased competition and change. Thus, it is of growing concern to look at consumer buying decision process and cast light on the factors that finally determine consumer choices between different mobile phone brands. On this basis, my research deals with consumers’ choice criteria in mobile phone markets by studying factors that influence intention to acquire new mobile phones on one hand and factors that influence on mobile phone change on the other There are numerous complex factors that need to be taken into account when exploring mobile phone buying decision process, including both macro and microeconomic conditions that affect the evolution of mobile phone market in general and individual consumer’s motives and decision-making in particular. Moreover, it is important to distinguish between buying behavior referring to the choice between different mobile phone models and brands and change aspects referring to reasons that affect change. As the
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