product&brand management project

7/31/2019 Product&Brand Management Project

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Mobile Phone

Buying Behaviourof Consumers

By:Anant Johri

34231Marketing B


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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


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Customer Insights

The most important thing

for me is Features

It should be a style

statement/status symbol

It should be affordable

yet full of features

Money will be paid by dadso 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

Battery backup of my

phone sucks so I need

a smart phone with

better battery Backup


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The Questionnaire A Snap

Shot

Demographic Information


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Shot (contd)

Consumer Behavioral Information


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Shot (contd)

Consumer Behavioral Information


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Shot (contd)

Openness to Other Brands


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The Respondents In detail

18 - 20 Years

4%

21 - 29 Years72%

30 - 39 Years20%

40 - 49 Years4%

Age

Female32%

Male68%

Gender


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The Respondents In detail

Consulting/Banking4%

ITSector

8%

Procurement4%

Self EmployedProfessional

4%

Service4%

Student76%

Profession

1,50,000 -

3,00,000 Rs20%

50,000 - 1,50,000Rs

44%

Above

3,00,000 Rs8%

Below 50,000 Rs28%

Monthly Income


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

Blackberry with 4 persons (16%)

Others include brands - HTC, LG,Mircomax

4%

16%

44%

8%

28%

What Mobile I Own

Apple Blackberry Nokia Other Samsung


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Maximum 10 respondents (40%)

were in Rs 10,000-20,000 category

Closely followed by 9 respondents

(36%) inAbove Rs 20,000 category

Majority of respondents pay more than Rs10k

Indicates that people are spending more to get a better deal.

10,000 - 20,000 Rs40%

5,000 - 10,000 Rs16%

Above 20,000 Rs36%

Below 5,000 Rs8%

How Much I paid for the Phone?


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Others include Loyalty, BBM, User Friendly

Why did I choose this brand over others?

Better Features(Compared to similar model fromother brands)

Price competitively(Compared to similar model fromother brands)

Have been using this brand for long

Attractive Ads

Peers/Friends using the brand

Online/Print/Visual media reviews

Others

60%40%

20%

0%

28%

12%

12%


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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

Factors taken into consideration while buying a mobile phone

Most Important Factors:

Features

Battery Backup

Price


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Apple4%

Blackberry16%

Nokia44%

Samsung28%

Others8%

What Mobile I Own

Apple4%

Motorola4%

Nokia64%

Samsung20%

Others8%

What Mobile did I own previously

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 ofOthers and Apple indicates a steady position.

Brands like Motorola are not able to maintain their Market Share


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Why would you shift to some different brand?

Strong Price

Better Features

After Sales Service

Call quality

Battery Backup

Operating System

Easier to Use

Appearance

Others

28%

80%4%

4%

28%

44%

20%

12%

4%

28%

72%

Brand Loyalty

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

72% respondents areopen to trying a newbrand and sufficientspectrum of opportunity.


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Branded mobile retailstore(e.g. Mobile Shop,

Subhiksha Mobile)42%

Local electronic shopsselling phones

29%

Official exclusivebrand outlets( e.gNokia Showroom)

25%

Others ( Flipkart, Gift)4%

Where did I buy my mobile from?


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HighlySatisfied/Satisfied

customers are Opento try new brands

HighlySatisfied/Satisfiedcustomers are NOT

Open to try newbrands

32%

68%


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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%)


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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


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THANK YOU!!!

product&brand management project

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