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Study of consumer behavior in selecting mobile phones

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24 pages
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  1. Objectives of the research
  2. An overview of the business context
  3. Story of Nokia- the market leader
  4. Research design
  5. Consumer satisfaction analysis
  6. Reseach methodology
  7. Analysis
  8. Conclusion
  9. Questionnaire
  10. Bibliography

Mobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs.

Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet.

Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a differentiator anymore.

Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is another feature that emerges as the driver for replacing the current handset. This feature can be a most cost effective differentiating feature for the low end phones.

Most handset vendors have been bringing out new models at fairly regular intervals. The maximum activity takes place at the high end, where the launch of a newer model makes the older model cheaper, shifting it to the mid segment. However, the low-end handset users, who make up a huge number, don't get access to such features as the prices of such phones do not fall below a certain level. The dissatisfaction among the existing users stems from this, as they are unhappy at not being able to avail these high-end features.

The handset vendors need to address these expectations of the mass market to be able to entice them towards their products.

[...] Mobile Instrument Brands Used Out of total 562 sampled consumers consumers own a Nokia mobile handset which comes to 64 percent share of the market. This is followed by Samsung Sony Erickson LG and Motorola each) and others Liking For Various Attributes of Handsets Consumers were asked to reveal their likings for various attributes of the mobile phone instrument. Operational ease and price are two attributes most valued by the customers followed by looks of the handset and multiple functionalities Major functionalities of the handset and other added services mostly used by the consumers are making and receiving calls, SMSs/MMSs, telephone diary and auto answering. [...]


[...] ( Not at all good 5 = Extremely Good) 1.Battery Life 1 0 ( 0.00 2 1 ( 1.79 3 11 ( 19.64 4 30 ( 53.57 5 14 ( 25.00 2.Voice quality 1 0 ( 0.00 2 2 ( 3.57 3 11 ( 19.64 4 18 ( 32.14 5 25 ( 44.64 3.Weight(more weight less points) 1 1 ( 1.79 2 5 ( 8.93 3 20 ( 35.71 4 15 ( 26.79 5 15 ( 26.79 4.Size(more size less points) 1 1 ( 1.79 2 6 ( 10.71 3 19 ( 33.93 4 14 ( 25.00 5 16 ( 28.57 5.Appearance 1 0 ( 0.00 2 3 ( 5.45 3 14 ( 25.45 4 22 ( 40.00 5 16 ( 29.09 6.Ease of use/User Interface 1 1 ( 1.82 2 3 ( 5.45 3 10 ( 18.18 4 14 ( 25.45 5 27 ( 49.09 7.Time required to charge the phone(more time taken less points) 1 2 ( 3.57 2 7 ( 12.50 3 14 ( 25.00 4 13 ( 23.21 5 20 ( 35.71 Are you planning to buy a mobile phone in the next 6 months? [...]


[...] I have been using the old phone for a long time h. A new model has come into the market i. There is an offer with the new phone 7. Rate the following features from 1 to 5 based on their importance to you. least important and 5 = most important) Player c Video Player d Integrated Camera e GPRS/Net access on phone f Hands free Rank the following attributes of a mobile phone based on their importance. a. Battery Life b. Voice quality [...]

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