Study of consumer behavior in selecting smartphones
Download as PPTX, PDF3 likes820 views
This document summarizes a study on consumer behavior in selecting smartphones in Mumbai, India. The primary objective was to study how mobile phone users make purchasing decisions. Secondary objectives included understanding brand preferences, usage patterns, and factors influencing purchase decisions. The study found that touchscreens are highly preferred, accounting for 90% of phones. Samsung has the largest market share at 35%, followed by Apple. Most consumers are brand loyal, with Nokia, Samsung, and Apple being the most popular brands. The study recommends that smartphone companies focus on product quality, technology, utility, and competitive pricing to attract consumers.
Study of consumer behavior in selecting smartphones
- 1. Study of Consumer Behaviour in Selecting Smartphones By Niraj Trivedi Dheeraj Kanchan Shashank Shah Rahul Shrivastav Yogita Zope Sayali Ware
- 2. Primary Objective: To study the buying behaviour of mobile phone users in Mumbai , India. Secondary Objectives: To know and understand the brand preferences of mobile phone users. To study the usage pattern of mobile phones. To probe the reasons or causal factors behind the purchase of mobile phones. To identify the mobile phone buying decision factor. OBJECTIVES OF STUDY
- 3. ‘To understand & find the Increasing trend for Smartphone & understand the factors influencing consumer behaviour for buying smartphones.’ PURPOSE STATEMENT
- 4. A D V A N T A G E S • Very useful in emergency situations • Office on the Move • Guide in panic - Maps • Great equipment in order to improve knowledge • Get to know what happens around the world • Adviser/Guider/Instructor/Teacher/Director
- 5. D I S A D V A N T A G E S • Addiction • Distraction • Cost • Security • Regular Software Upgradation • Life
- 6. R E S E A R C H Major Market is Covered by 20-40 Year Age BASICS Usage of kids is considered under Male
- 8. BRAND LOYALTY 30 25 23 30 38 Yes No Frequency Majority of the consumer’s were loyal to NOKIA SAMSUNG APPLE
- 9. MARKET • Indian Economy • Disposable Income • Part of Personal & Business Life • 2nd Largest Mobile Handset Market • Market Size – Rs. 43000 Cr. – Year 2016 • The Indian smartphone phone market mainly depends upon the price, features, stability and style.
- 10. Change in Market Leader Nokia – 54 % Market Leader from 2009 – 2013 Samsung – 2012 – Aggressive Jumpstart Current Market Cap - 2014 -2016 Samsung Market Share - 35% Apple – 25% Micro max – 10% HTC - 10% Carbon – 8% Nokia – 8 % Others – 4% MARKET
- 11. KIND OF MOBILE SET Keypad 4% TouchScr een 90% Slide 2% Fold 4% • Touch screen has the majority of preference with a mammoth 90 %.
- 12. RESEARCH METHOD Data Type – Data collection was done through primary and secondary source Tools For Data Collection - Questionnaires were given out Sample unit - General People – Age Group – 16 to 35 years Sample Size - 25 questionnaires were filled in paper form and 30 questionnaires were filled electronically. Data Collection Method - Data for the study was collected through primary sources Data Processing - Data was entered into MS-EXCEL sheets and analyzed graphically Graphical Representation - Pie charts and bar diagrams are used to explain the analysis
- 24. The survey and analysis that we have conducted has brought out certain interesting facts. Given insights into the buyer behaviour in case of mobile handsets. Using these insights we suggest a few recommendations to the handset brands to beat the ever-winning brand SAMSUNG. How to be on top of the game? Focus On Product & Price Be a Technology Driven Company Utility is more important RECOMMENDATION
- 25. • The study suffers from the major limitation of obsolesce of the information. • There is a biased opinion based upon the preference of the data provider on the basis of his/her preview. • The survey did not covered all parts of the city Mumbai. LIMITATIONS OF THE STUDY
- 26. CONCLUSION Handset buying is a high involvement product wherein the consumer wants to know from different sources about brands, though SAMSUNG is the first name that comes to their minds Word of mouth plays an important role in such products and therefore it is important for the product to be of important quality Companies should therefore concentrate more on developing the first P and make it available at reasonable and reachable prices. So, the product itself becomes the promotion for the brand
- 27. Thank You . . . .