STUDY ON THE CONSUMER’S BUYING BEHAVIOUR’S IN THE CELL PHONE MARKET AMONG COLLEGE GOING

STUDENTS

RAHUL HELA

2015-2017

MASTER OF FASHION MANAGEMENT

DEPARTMENT OF FASHION MANAGEMENT STUDIES

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

KOLKATA

STUDY ON THE CONSUMER’S BUYING BEHAVIOUR’S IN THE CELL PHONE MARKET AMONG COLLEGE GOING

STUDENTS

A report submitted in partial fulfilment of the requirement for the completion of Semester I in

Master of Fashion Management

Under the guidance by:

Dr Sougata Banerjee

Submitted by:

Rahul Hela

Department of Fashion Management Studies

National Institute of Fashion Technology

Kolkata

DECLARATION

I Rahul Hela hereby declare that the Project entitled “Study of the consumer buying behaviour of cell phone market among college going students “submitted towards, partial fulfilment of the Degree of Master of Fashion Management is our original work and no part of the project has been copied from any other reports or any other work carried by someone else which has been submitted for any other degree/award.However,any material taken from any other published source has been suitably referred and acknowledged at various places.

Rahul Hela

Batch: 2015-2017

Centre: Kolkata

Date:

Place: Kolkata

CERTIFICATE FROM GUIDE REGARDING COMPLETION OF WORK

This is to certify that the Project entitled “Study on the consumer buying behaviour of cell phone market among college going students “submitted towards the partial fulfilment of the Degree of Master of Fashion Management by Rahul Hela is their original work under my guidance and the results are based on the research done by him.

Dr Sougata Banerjee

Assistant Professor

FMS Department

NIFT

Date

Place-Kolkata

Acknowledgement

I grateful to NIFT for providing us an opportunity to do research work on “Study on the

consumer buying behaviour of cell phone market among college going students. I

express our whole hearted thanks to our project guide, Dr Sougata Banerjee, Assistant

Professor, NIFT Kolkata for the encouragement and moral support in organizing my work

and giving us valuable tips for making it presentable.

My thanks are also due to Mr Dibyendu Bikas Datta, Associate Professor, NIFT Kolkata for

his advice in collecting data and other relevant information and being a source of motivation

always.

I will be failing in our duty if I do not mention the name of our faculty, Dr Anannya Deb

Roy, Assistant Professor, NIFT Kolkata for his constant support and other faculty members

for their help in my Degree Project.

I also thankful to all the students of National Institute of Fashion Technology (N.I.F.T.) who

participated in the study, for their valuable contribution and the time they gave so willingly.

I thanks to my family and friends, for their feedback and support during this study.

Rahul Hela

Master of Fashion Management

Date of submission:

Executive Summary

Branding permits customers to develop association with the brand and eases the purchase

decision. According(Jobber, 2007) strong brands benefit consumers in that they provide

quality certification, which can aid decision – making of purchasing. The study investigates

the brand preference on mobile purchase among the students of National Institute of Fashion

Technology (N.I.F.T.). On this basis , this report deals with various choice criteria’s

(economic,social,personal and technical ) that students can use for decision making on

purchasing of branded mobile phone.

With the use of a 10questions among 100 students followed by a survey, it finds that students

see technical criteria (durability, reliability and performance) on making choice of purchase

of branded mobile phones. The study further notifies that economic criteria (price) also

become a important factor that influences the purchasing process. On analysis of personal

criteria suggest that students do not prefer branded mobile for creating self-image however

they choose it because they believe branded mobile reduce the unexpected kinds of risk that

may occurs. The report also says students do not prefer branded mobile in order to maintain

social status (social criteria) while taking decision of purchase.

In addition to this study shows most of the students used internet and takes recommendation

from the friends for choosing a particular brand of mobile phone no matter what the brand of

mobile phone owned .Finally apple is the most preferred brand among the students of

National Institute of Fashion Technology (N.I.F.T.). with highest level of satisfaction too.

To sum up technical criteria and economic criteria plays a very important role to prefer brand.

Internet and friends are the main two sources from which students collect information on

purchasing the mobile and apple is the most preferred brand over other in National Institute

of Fashion Technology (N.I.F.T.).

TABLES OF CONTENTSCHAPTER 1: INTRODUCTION

1.1 Introduction

1.2 Background and Rationale of the study

1.3 Telecom Sector in India

1.4 Various players and marketing mix

1.5 Conceptual Area

CHAPTER 2: LITERATURE REVIEW

2.1. Literature Review:

CHAPTER 3: OBJECTIVES, SCOPE AND LIMITATIONS

3.1 Primary Objective

3.2 Secondary Objective

3.3 Scope

3.4 Limitations

CHAPTER 4: RESEARCH METHODOLOGY

4.1 Research Design

4.2 Research Time

4.3 Research Method

4.4 Process of data collection

4.5 Data collegiate tour

4.6 Sampling Process

4.7 Sample size

4.8 Sample unit

4.9 Sample flame

4.10 Data analysis tool

4.11 Types of analysis

CHAPTER 7: SUMMARY

CHAPTER 8:CONCLUSION &FUTURE RESEARCH

CHAPTER 10: ANNEXURE

CHAPTER 12: BIBLOGRAPLHY

CHAPTER 1:

INTRODUCTION

1.1 INTRODUCTION

This study was undertaken in order to get a clear idea of the consumer behaviour, exhibited

by the students, in purchasing the Mobile handset. The invention of telecommunication has

been a milestone in the attempt of bringing the world with- in reach. The telephone, with the

time has evolved into the ‘Mobile’. It was invented in an attempt to make communication

wireless. The present generation of the mobile phones is called as ‘Smart Phones’.

The main objective behind this study is to understand the importance of Consumer behaviour

in the context of mobile phone manufacturer. The research aims to study the consumer

behaviour exhibited by college going students while making a purchase decision for mobile

handset. The research will examine the impact of various factors like price, quality etc. on the

consumer behaviour. Along with the objective mentioned earlier, we will study, the brand

awareness among the consumers; the purchasing criteria, used by college going students in

purchasing mobile handsets; the mobile brand preferences as indicated by the students; the

impact of price on the consumer behaviour in purchasing mobile; the impact of quality, on

the consumer behaviour in purchasing mobile; different aspects of quality by virtue of

consumer’s perception; the brand loyalty among the consumer; and specifically verify the

findings of(Liu, 2002)and also to verify the findings of(Karjalubto, 2005)in the context of

Indian consumers.

1.2 Background and Rationale of the study:

(Heikki, 2005)found strong evidence that although mobile phones are developing at a rapid

pace closer to personal digital assistants (PDAs), many consumers tend to be unaware of the

properties and services the new models in the market contain. They showed that seven factors

play a great role to characterize mobile phone choice: they are pricing,reliability,outside

influence, brand and basic properties, design, multimedia and innovative services.

According to(Mei-jian, Haibo, & Qoing, 2012)Brand emotion of the web consumers, group

effect, enterprises networking marketing methods, perceived brand identity are the four

factors that influenced the choice behavior of web consumer in a different degree and way.

The former two factors will affect choice behavior through the consumer preference.

Whereas the second two factors affect brand choice behavior indirectly through preference.

By empirical study, they concluded that the promotion have neither significantly positive

effects nor significant negative ones. Perceived brand identity does not directly produce

effect on choice behavior through the preference, but affects it through the brand emotion of

web consumers. It is because only when brand identity agrees with the brand emotion of web

consumers will produce choice behavior.

(Khurana, 2011)Showed in his empirical research, product price, quality and availability, and

promotion are also important factors to influence the consumers in Hissar's mobile phone

market. These are the factors which helps the consumers to make their purchasing decisions

on the one hand and leads to higher consumer perception indirectly on the other hand. It has

been found that very fewer studies conducted which focus on brand preference preferred by

users while purchasing mobile especially focused among students. The study is based on the

marketing theory consumer buying decision making process. So the present study attempts to

fill the gap that exists in the brand awareness and brand preference among students along

with the possible reasons of brand preference. The benefit of this research extends beyond

professional field to academic field.

1.3 Telecom Sector in India 

India has come in a close second in the sale of mobile phones in the year 2006. China has led 

the race of mobile sales being the highest in the world. In India however the GSM phones rul

e over the CDMA handsets. Leading the categories are Nokia, Samsung, Sony Erickson while

Reliance takes a large size share in the corporate segment. Subscribers in India are basking in 

the glory of the ever increasing number of subscriber patronage. They want to be seen with b

etter handsets as there is a quaintfeeling that the mobile should match the designation or 

just make  a  status  statement 

with a smartand expensive phone. Hence with such attitudes ruling the market everyone want

s to stand out with the handset they own. Mobile Phones have a huge market in the world and 

especially in India. The sharks in this system like Motorola,Nokia,Samsung,Sony Ericsson,L

G,Vodafone etc.continuously introduced latest Mobile Phone models  at  regular 

intervals in order to keep the smaller fishes aware of their superiority in the business.The rang

e of accessories available for each handset caters to the demands of all kinds of users. With th

e rising living standardsmany Mobile Phone Stores have come up in India that offers the entir

e range available along with special offers and free gifts. The Mobile phone sales have touche

d a new high ever since the introduction of technologies like Camera, Games, polyphonic Rin

gtones, extendable memories in the form of Memory Cards, Video Recording, Bluetooth, Wi-

Fi, GPRS  etc.MobiePhones  Games  have  captured  the  interests  of  youngsters  and 

adults alike.Manypeople are actually addicted to them. The large and bulky gaming devices h

ave reduced to either handheld video games that are certainly passé or the play stations that ar

e way too expensive. 

At the end of 20052006, there were 90 million mobile subscribers in India in comparison to 5

0 million subscribers for landlines. The main aim of this paper is to estimate future trends and 

analyze the pattern and rate of adoption of mobile phones in India. Consequently, the mobile 

subscriber base is projected to increase from 90 million in 20052006 to 433 million in 2010 2

011 and nearly 900 million in 20152016. The projected rapid growth in the mobile subscriber

base  will  have  important  implications  for  future  plans  of  mobile  operators, 

infrastructure  providers, handset suppliers and vendors.

1.4 Various players and marketing mix:-

The increasing competition between the telecom service providers has increased demand for

both mobile telecom services as well as the handsets. According to Indian Brand Equity

Foundation (2005), the mobile handset market, which was worth about $ 2 Billion two years

ago, had shown a growth of 60% per annum. The GSM (Global System for Mobile

Communications) handsets had 84% share and CDMA (Code Division Multiple Access)

handsets has 16% market share. There are various players in the GSM market. Nokia was

leading the market with 59% market share(Prashant, 2005) among the other players; the

prominent are Sony Ericsson, Samsung, Motorola and LG. They are offering wide range of

models for the users of different preferences. The manufacturers are introducing newer and

newer models in quick succession of time. They are motivated to do so because Indian

mobile subscribers are prepared to pay for upgrades, value-based services, and advanced

models. The cut throat competition between manufacturers has forced manufacturers to

reduce their costs and therefore, they are thinking of manufacturing handsets in India. The

low wage rates will help manufacturers to reduce their costs (Indian Brand Equity

Foundation, 2005). Besides this, the service providers and manufacturers are offering value

added services to make up losses in revenues, which have resulted due to decrease in tariff

rates. Thus mobile value added services has become an important element in the growth of

mobile telephony in India.

1.5 Conceptual Area

1.5.1 Consumer Behaviour:-

According to some authors, ‘Consumer behaviour’ refers to the behaviour that the consumers

display in their search for, purchasing, using, evaluating, and disposing of products and

services that they expect will satisfy their needs.

The AMA (American Marketing Association) defines ‘Consumer behaviour’ as, “the

dynamic interaction between the cognition, behaviour, and environmental events by which

human beings conduct the exchange part of their lives.”

1.5.2 Marketing Area

Currently Domestic Mobile phone manufacturers get a tax holiday for 15 years, by

Department of Telecomm and lower uniform VAT rate among other relaxations. Domestic

market demand for mobile phones is expected to hit 1 lakh chore for the first time in 2015.

As per the report of Indian Cellular Association, mobile phone exports are expected to fall to

zero in 2015, from Rs. 2450 core, since suspension of handset production at Nokia’s Chennai

plant.

The government has joined hands with the industry to rejuvenate nation’s mobile phone

manufacturing ecosystem with a view to achieve a production of 500 million units of mobile

handsets by 2019.

With all above recent developments, it is golden opportunity for Indian mobile manufacturers

to grow with full potential. But in order to achieve the stipulated growth, it is extremely

necessary to be aware of the consumer mind-sets, behaviour while purchasing mobile

handsets.

CHAPTER 2: LITERATURE REVIEW

2. Literature Review and Survey

2.1 Literature Review:-

Consumer choices of Mobile phone:-

Social Factor:-

1.(Taylol & Todd, 1995)Social factor is a factor from society that influences an

individual personality, attitudes and lifestyle. Influencers from important ones and

surroundings (i.e. friends, family, work associates and etc.) are important factors that will

lead to changes in behaviour. This results from the interaction with each other in the society.

2.(Moschis & Hawkins, 1976,1998) also indicated that the final purchasing decision are

normally influenced by social groups on whether to buy a specific product and which brand

or model to choose among competing alternatives. In addition, Products that are relatively

luxurious (i.e. televisions, automobiles, expensive furniture) are in the category for which

consumers purchasing decisions are more likely to be influence by social factors.

3. Mobile phone falls under this relatively luxurious category. Moreover, study done

by(Osman, Talib, Sanusi, Shiang-Yen, & Alwi, 2012)found out that trend in community is

the most important criterion that influence consumer mobile phone purchasing decision in

Malaysia.

4.Base on the study of (Khan & Rohj, 2013) of which the author cited(Schiffman & Kanuk,

1997)that states friend and family recommendations are becoming an increasingly significant

factor influencing the consumer brand choice and purchase decision. Friends’ options and

preferences are an important influential factor determining the products or brand selection,

especially for a single individual who lives alone.

5 .Agreed upon by(Ash & Venkatesen, 1973)that found out peers who are present at the time

of purchase, play a crucial role in choosing a specific brand, especially with concern to

product and rational impact.

New Technology:-

1.(Kotlaer, 2007)Product feature is define as an attribute of a product that to meet with the

satisfaction level of consumers' needs and wants through the owning of the product, usage

and utilization of a product.

2.(Saif, 2007)There is a study conducted by) on factors influencing consumer’s decision

making when buying mobile phone in Pakistan. Results found Page | 8 out that consumer’s

value new technology features as the most important variable and it also acts as a

motivational forces that influence consumer to buy mobile phone. It motivates consumers due

to the fact that they show that their existing phone is not appropriate anymore compare to the

new technology such as better built-in cameras, better memory, better processor or even

lighter phone.

3.(Liu, 2000)study by in the Philippines showed that choices between mobile phone brands

were affected by new technology features more than size. Thus, it is expected that new

technology features influence customer to acquire new mobile phone, and therefore the

author develop this

Brand Name:-

1. (Mei, Dean a(Mei, Dean, & White, 1999)Brand name is another factor that influence

consumers' purchasing decision when buying mobile phones. Companies are forced to seek

competitive advantage in order to differentiate them among their competitors these days.

2. Likewise, in thearticle, top ten consumer brands in the Philippines,(Sewali, 2012)says,

“Nokia topped the mobile phone brand as it provides a wide range of handsets models from

basic to sophisticated models. In short, there is a mobile phone that suits your budget and

your lifestyle. Holds true foremost Filipinos, since we have embraced the latest technology

on mobile, on brand have been dominating the Philippines market.(Sewali, 2012).Top ten

consumer brands in the Philippines.

3. Brand name is an arbitrarily adopted name that is given by a manufacturer or merchant to

an article or service to distinguish it as produced or sold by that manufacturer or merchant

and that may be used and protected as a trademark .Base on the study of CIRP (Consumer

Intelligence Research Partners) the study examines what phones Samsung and Apple buyers

used previously and also lists some demographic information. The study was based on four

quarterly CIRP surveys of smartphone buyers from July 2012 to June 2013. The survey

composed of 500 subjects who had purchased a mobile phone in previous 90days. The survey

resulted that Apple users switched to Samsung by32%.Previous brand, buyers switched

brands.(Seltzer, 2013)

Price:-

1.(Kabadayi, Calyk, Figen, & Ersoy, 2008)In similar vein, mobile phone customers have

perceived price as a key identification of brands’ perceived value and brands’ quality,

whereby high price indicates advanced technology, design, and improved features.

2.(Malasi, 2012)Furthermore, a recent survey has described that consumers will purchase a

product when its price is reduced). Therefore, it can be assumed that there is a relationship

between price and selection of mobile phones by young costumers. Hence, the following

hypothesis can be formulated:

3.(Mokhils & Yaakop, 2012)Price has been identified as a critical factor affecting the choice

of mobile phone, especially among younger people.

4.(Dziworm, 2013)revealed that consumers’ choice of purchasing mobile phone was mostly

affected by price, as the consumers are likely to associate the price charged and the product

quality.

5.(Khan & Rohj, 2013)Price is the amount of the product in terms of money, the current price

at which an asset or service can be sold. On the study of(Khan & Rohj, 2013)the author states

that price has a vital role in consumer’s purchase decision ,most of consumer’s buying

behaviour and choices determinant is the price. It can act as a dominant and the most

important factor affecting the decision making and purchase process. For youths, price can be

a key factor of attraction, when selecting out of varying mobile phone models; consumers

usually prefer brands of which they have familiarity with. Price of the mobile phone

identified as a key factor in selecting of mobile phones, especially on the young consumers.

6.(Nilson, Kotler, & Amstrong, 1989)that stated the product’s price may vary based on

economic conditions and perceptions of the consumers. It may affect the brands’ perceived

value. Price is used by many of the consumers as an indication of the brands ’quality which is

a vital factor in the purchase decision.

Physical appearance:-

1.Research conducted by(Yang, He, & Lee, 2007)found out that phone design and

appearance are the most important factor in purchasing a mobile phone, because Chinese

counterparts intend more to impress themselves and others with their mobile phones’ fancy

design and appearance. Companies, including Siemens group, are trying to show the

personality of the consumers through the physical appearance of the phone. In 2002, Siemens

launched a series of GSM with personalization of colour faceplates and tagline

2. In addition,(Liu, 2000)also concluded that consumers value larger screen size mobile

phone as a convenient usage factor. Upon the above discussion, it is initiated the fifth

hypotheses:

Other Factor

1.(Basha & Lakshmanna, 2007).Attempted to find the variables/factors that affect the

consumer buying. The study of consumer behaviour understands of how individuals or

organisations behave in the purchase situation. The results indicate that that the usage of

mobiles in college going students was very high, selection of mobile is made on the services

derived and hold for longer duration based on the quality of the product and price. Most of

the students asked for mobile phones ranging in 15k to 20k.

CHAPTER 3:

OBJECTIVES, SCOPE

AND LIMITATIONS

3. Research Objective

3.1 Primary Objective

The objective of this study was to examine consumer buying behavior of mobile phones and

to investigate the reasons underlying mobile phone handsets change.

3.2 Secondary Objective

This study was guided by the following research hypothesis:

1.  To study the behavior of consumers towards cellular phones. 

2.  Find out preferences of consumers in mobile handsets at the time of purchase. 

3.  Find out the satisfaction & dissatisfaction level of consumers & reasons for that. 

4. The effect of demographics on the evaluations of different attributes related to mobile

phone handsets choice.

5. The effect of psychographics on the evaluations of different attributes related to mobile

phone handsets choice.

6. The effect of behavior on the evaluations of different attributes related to mobile phone

handsets choice.

3.3 Scope of the Study

The result of this study may be useful to help the following beneficiaries:

1. Mobile Phone Market Industry-the use of information presented in this study, they would

be able to enhance the attributes of their product gaining edge over its competitors.

2. Mobile Phone Retailers -this study would help them to plan on what brand and mobile

attributes or features should they be selling in their stores.

3. Customer/Client-that they would be able to know what particular mobile phone attributes

that could help them in their shopping behaviour.

4.Entrepreneur-they will have a basis on what are the attributes that must be consider of their

product when they plan to venture into this line of business.

5. Future researcher-which they could use a reference to any future researches or exploration

that involved on attributes affecting online shopping.

3.4 Limitation of the study

Consumer test and preference keep on changing day by day so the findings from the survey

may not be applicable in all cases. Surveys should thus be undertaken periodically in order to

gauge changing consumer mobile phone usage patterns and perceptions over time. The

current study is the first step of the researcher. This study wills follow next round of study

too. So in this study the following are the limitation.

1. The study is focused exclusively within college going students and the specific target

respondent is its students. This may generates generalized results to all mobile phone users in

College.

2. The sampling methods used in this study may result biasness because it focuses solely of

100 students and the bias of location where the questionnaire spreads out within business

school or other schools. Acknowledging these limitations help to conduct future research in a

wider scope which will produce more accurate and unbiased information.

3. Thus, further investigation to extend this study on factors impacting consumer buying

behaviour of purchasing mobile phone should covers larger region so that other variables will

take into consideration as different type groups of respondents have different buying

behaviour.

4. One of the flaws in this work might be that the research covers only University student

brand preference while mobile purchase mobiles phones which represents small portion of

university students, so the findings of this research might not be the reflection of student

brand preference for the whole India given the scope of this research study.

5. The various criteria defined for the survey was based on the literature review integrating

with the theory of marketing. It is in the sense the researcher want to drive the project

according to the criteria the researcher have chosen in his will. So there seem to be some bias

on the project. This can be reduced to some extent from the opinion the respondent during the

questionnaires session also.

6. The study of branding was only confined to a small theory of marketing. Many

components of branding were not included.

7. Only 15 structured questions for the survey were designed which is based on the criteria

established by theory of marketing. They were written in English Language. So this might be

the possible bias of the study because the survey were collected in the College students and

the answers given by the same respondents might be different if it were collected in Danish

Language. Open end question might be useful to conduct the survey, which was not used in

this study.

8. The analysis was only limited on the descriptive test only. Test of null and alternative

hypothesis can be done based on the literature review. Only integrating the literature review

with the theory was done.

9. The sample size 100 students chosen from the entire population of the University were not

based on the statistical method of determining the sample size from the known population.

10. The study can be further analysed in terms of different dimension like brand preference

among nationality, gender wise, income wise as well as various factor they choose on mobile

phones which is not included in the current study though the sample has been collected from

students because of page time of 40 to 50 page.

CHAPTER 4:

RESEARCH METHODOLOGY

4. Research Methodology

4.1 Research Design:

This study involves the data found out by the questionnaire and previous reports. The present

study describes the consumer behaviour in context of a mobile purchase. Hence the research

is of ‘Descriptive’ type. The authors have made use of structured questionnaire as well as,

previous research papers as the research instrument for base of data collection. We have used

pie-charts; tabular comparisons; Likert scale (five- point) scores; as well as percentage

comparison, and the hypothesis testing (z-test) to analyse the data collected.

4.2 Research Time

4.3 Research Method

4.4 Process of Data Collection

According(Altinary & Paraskevas, 2008)there are various techniques for collecting

qualitative data such as telephone interviews, observations, Questionnaires. Among them the

study use survey or structured questionnaires to obtain specific information such as ways of

information search to obtain information, perceptions, attitudes , factors and behaviour

regarding mobile phones. The data was collected by means of 15 questionnaires among

students of NIFT. Researcher himself participated in the data collection approaching

personally in different locations such as lecture rooms, libraries and Cafeterias, travelling in

train.

4.5 Data collection tool 

Selfdesigned questionnaire was used to college at Kolkatadistrict.Data was collected on a seven point’s Likert  type  scale  where  one  indicates  minimum agreement  &  seven  indicate  maximum agreement. 

4.6 Sampling Process

4.7 Sampling size 

100 Respondents in National Institute of Fashion Technology (N.I.F.T.) Kolkata at Kolkata

district. 

4.8 Sample Unit

Customer on the basis of age, gender, income, occupation, education in college at Kolkata

district.

4.9 Sample Area 

National Institute of fashion Technology (N.I.F.T.) Kolkata 

4.10 Data analysis tool

Stratified Random Sampling & Appropriate statistical tool to be applied to interpret data like 

Test of significance, Chi square test. 

4.11 Types of analysis

CHAPTER 6:

DATA COLLECTION AND

ANALYSIS

Demographics:Questions which gave information about the demographic profiles of the respondents were as

follows:

1. Gender profile of the respondents:

Gender PercentageMale 76%Female 24%Other 0%

76% of the respondents were Males and 24% of the respondents were Females.

2. Age:-

Age Group

Below 20 years20-25 years25-30 yearsabove 30 years

Age Percentage

Below 20 years 16%

20-25 years 48%

25-30 years 24%

Above 30 years 12%

16% respondents were below 20 years and 48% were 20-25 years and 24% were 25-30

years or 12% respondents were above 30 years.

3. Education Qualification:

Undergraduate

Graduate

Post Graduate

Professionally qualified

0 10 20 30 40 50 60

Educational Qualification

Educational Qualification

Educational Qualification Percentage

Undergraduate 52%

Graduate 26%

Post Graduate 12%

Professionally Qualified 10%

Almost 52% of the respondents were undergraduate students and 26% were graduates.

And 12% were Post Graduate.

4. Annual Family Income level(per month):-

10,000

10,000-20,000

20,000-30,000

above 30,000

8

22

36

44

Income GroupIncome Group

From the above graph, it can be inferred that most of the respondents (44%) Income

Group lies above 30,000 and 36% were 20,000-30,000 and 22% lies between 10,000-

20,000 and only 8% lies between 10,000.

Geographic

5. Region:

North

East

South

West

0 10 20 30 40 50 60

Region

Region

Region PercentageNorth 22%

East 52%South 16%West 10%

52% respondent were belonged East India and 22% were North India and 16% or 10% were belonged to South and West India respectively.

6. Location:-

Tier 1

Tier 2

Tier 3

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Location

Location

Location PercentageTier 1 65%Tier 2 28%Tier 3 6%

Most of the respondents were 65 % Tier 1.

Section B: About Mobile Phone

7. Mobile Phone user:

Mobile Phone User

YesNo

Mobile User PercentageYes 84%No 16%

84% respondents were used mobile phone

8. Mobile Brand user:-

Miroso

ft

Samsu

ng

Sony E

ricson

Apple HTC LG

Micromax

Others0

5

10

15

20

25

30

35

40

45

Mobile Brand

Mobile Brand

Mobile Brand PercentageMicrosoft 26%Samsung 39%Sony Ericson 05%Apple 08%HTC 04%Lg 08%Micromax 06%

Most of the respondent were used Samsung Mobile Phone (39%) and 26% were used

Microsoft,8% were used Apple and LG.

9. Preference:-

Brand Price Physical Appreance

Durability Service0

10

20

30

40

50

60

70

80

Strongly Agree AgreeNeutralDisagreeStrongly Disagree

CHAPTER 7:

SUMMARY

CHAPTER

9: CONCLUSION AND

FUTURE SCOPE

9. Conclusion

This research study explores brand preference on mobile purchase among the students of

college having analysed the empirical data obtained from the survey of 100students. This

investigation was based on the conceptual framework established by the theoryconsumer

buying decision making process with related literature review provided severalclear

conclusions. The following were the conclusions.

1. Apple has a strong brand preference over brand. According to(Aaker, 1991)isthat strongest

brands, the ones with extremely high quality, will have a large number ofcommitted (loyal)

customer. The scores obtained from the empirical data supports the abovestatement. The

students of Roskilde University prefer apple brand as their first choice scoringmore than fifty

per cent in total survey (56 %). The Samsung and Nokia have only 14 % and13% coverage

among the students respectively while other mobile brands have very lesscoverage.

2. The study shows most of the students used internet (83 %) and takes recommendationfrom

the friends (75%) for choosing a particular brand of mobile phone no matter what the brandof

mobile phone owned. This further says students also used family and advertising media

tocollect information about branded mobile however it is less than half (31 %) than the

previoustwo sources. However the information students take from their neighbours in order

to makepurchase decision is very poor only 4 % in totality.

3. The study investigates the main reason to prefer the brand of any company with thecriteria

established by the conceptual framework. These are the technical criteria were used to

identify to what extend does students see technicalrequirement to choose the branded mobile

product when they want to purchase? The resultshows that students prefer branded mobile for

durability, performance and reliabilityresponding positive response with a total of strongly

agree and agree percentage 63%. 77 %& 68.68 % respectively. This suggests that students

use technical criteria while making.

Decision about the purchase of branded mobile product. Accordingly(Jobber, 2007)Technical

criteria are related to the performance of the product or services.(Jobber, 2007) states that

social criteria concern the impact that purchase makes onthe person’s perceived relationship

with others people and the influence of social norms onthe person. The purchase of a BMW

car may be due to status considerations as much as anytechnical advantages over its rivals.

The result from the data 59.6 % shows that students donot prefer branded mobile in order to

maintain social status while taking decision regardingpurchasing. Statistically 39.4 %, 20.2 %

and 27.3 % of the response of students respectivelystrongly disagree, disagree and remain

neutral that they will have any social status havingbranded mobile phones.Analysis of

personal criteria suggest that students do not prefer branded mobile for creatingself-image

however they choose it because they believe branded mobile reduce theunexpected kinds of

risk that may occurs.

4.Finally economic criteria suggest that the price is one of the crucial factors that may have

greaterinfluences for the students to think to make decision regarding the purchase.

5. Lastly the study measures the level of satisfaction of the brand user on their particular

ownedbrand. The result shows apple users are highly satisfied than other mobile brand users.

As stated earlier in the research purpose, the purpose of the research is to analyse the

studentpreference on mobile purchase among the students of Roskilde University. The study

analysiswhich criteria are used by students most for making decision of purchase of mobile

phonesbased on the theoretical concept established by the theory .Hence it can be said that

thepurpose of this research study is fulfilled.

In conclusion, Technical criteria and Economic Criteria plays a very important role to

preferbrand and internet and friends are the main two sources from where they get

informationabout the branded mobile phones .

8. FUTURE RESEARCH

The following possibilities for future research emerge from this study:

1. The findings of this study are based entirely upon the research conducted among the

students of National Institute of Fashion Technology (N.I.F.T.) and hence may not be

representation of whole preference of students of Calcutta. This survey should be carried out

on a wider scale taking sample from the different University students. In future work the

researcher encourages the replication of this study in involving the students of different

university taking the open end question too.

2. Each of the variables covered in the literature review should be analysed in greater depth

creating hypothesis and try to find the significant difference from those research areas

included on the literature review and in the context of Calcutta.

3. Additional research can be carried out in branding concepts like brand loyalty, brand

awareness, brand equity, in terms of Indian Consumer Market Perception.

4. Consumer need identification process can also be viewed as it is the first step in consumer

buying decision making process.

CHAPTER 10:

ANNEXE

10. Questionnaire

Questionnaire on Market Survey on the Consumer Buying Behaviour on

the cell phone market among college going students

I, the Fashion Management students of National Institute of Fashion Technology, Kolkata

under the Ministry of Textiles, Government of India, seek your valuable opinion for the

successful completion of our research on Consumer Buying Behaviour in the cell phone

market among college going students. We request you to take some time out of your busy

schedule and fill in the questionnaire.

Section A: Personal Information

1. Gender

□Male □Female □Third Gender

2. Age:

□Below 20years □20-25 year’s □25-30years □above 30years

3.Education:

□Undergraduate □Graduate □Post Graduate □Professionally Qualified

3. Annual family income Level (per month)

□Less than 10,000 □10,00O – 2O, 000 □20,00O – 30,000 □above30, 000

4. Which region of the country you currently belong to:

□North □South □East □West

5. Where are you located? (Based on the population of your city as per the 2001 census)

□Tier -1(1, 00,000 and above) □Tier 2 (50,000 to 99,999) □Tier 3 (20,000 to 49,999)

Section B: About mobile phones

6. Do you have mobile phone?

□Yes □No.

If yes please answer the following

7. What brand of mobile phone do you own?

□Nokia □Samsung □Sony Ericson □Apple

□HTC □LG □Miromax □others specify …

8. Strongly Agree-1, Agree-2, Neutral-3, Disagree-4, Strongly Disagree-5

Strongly agree Agree Neutral Disagree Strongly

disagreeBrand name is

symbol of

quality

1 2 3 4 5

The price of

mobile

indicates high

quality

1 2 3 4 5

I would

preferred

bright colour

mobile

1 2 3 4 5

Durability 1 2 3 4 5

After Sales

Service

1 2 3 4 5

9. I would prefer my new mobile to be having, (Rate from 1 to 5 in the increasing order of your preference).

1 2 3 4 5Robust builtLarge displayLong batteryAptly SizedAttractive coloredLatest O.S

Great Sound

CHAPTER 12:

BIBLOGRAPLHY

Aaker. (1991).

Ash, & Venkatesen. (1973).

Basha, S., & Lakshmanna, C. (2007).

Basha, S., & Lakshmanna, C. (2007).

Brown, Hamel, Prahalad, Kumar, & Negel. (1991).

Dziworm. (2013).

Gerstheimer, & Lupp. (2004).

Heikki, J. (2005).

Heikki, J. (2005).

Jobber, D. (2007). 330.

Jobber, D. (2007).

Kabadayi, Calyk, Figen, & Ersoy. (2008).

Karjalubto. (2005).

Khan, S., & Rohj, S. (2013).

Khurana, S. (2011).

Kotlaer. (2007).

Liu. (2000).

Liu. (2002).

Malasi. (2012).

Mei, Dean, & White. (1999).

Mei-jian, Haibo, & Qoing. (2012).

Mokhils, & Yaakop. (2012).

Moschis, & Hawkins. (1976,1998).

Nilson, Kotler, & Amstrong. (1989).

Osman, Talib, Sanusi, Shiang-Yen, & Alwi. (2012).

Prashant. (2005).

Saif. (2007).

Saif. (2012).

Schiffman, & Kanuk. (1997).

Seltzer, L. (2013).

Sewali, R. (2012).

Taylol, & Todd. (1995).

Yang, He, & Lee. (2007).

Although mobile phones have become a fundamental part of personal communication across

the globe during the past ten years, consumer research has devoted little specific attention to

motives and choice underlying the mobile phone buying decision process. 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 be- tween buying behaviour

referring to the choice between different mobile phone models and brands and change aspects

referring to reasons that affect change. As the mobile phone market is a typical technology

push driven market where products are created ahead of the recognition of existing

recognized consumer needs(Gerstheimer & Lupp, 2004)mobile phone development is based

on consumers’ possible future needs and thus companies that best hunch the technologies and

services of future will be the leaders in the discipline (for discussion of technology push see,

e.g.(Brown, Hamel, Prahalad, Kumar, & Negel, 1991)