STUDY ON CONSUMER - THE DIFFERENT BRANDS OF MOBILE IN MADURAI



STUDY ON CONSUMER BEHAVIOUR

REGARDING THE DIFFERENT BRANDS OF MOBILE IN MADURAI

clip_image002.jpg


BY

K.RINOSHA BANU

M.PHIL

(MANAGEMENT STUDIES)

MKU

STUDY ON CONSUMER BEHAVIOUR REGARDING



THE DIFFERENT BRANDS OF MOBILE IN MADURAI



INTRODUCTION:

The present study investigates men’s perception in buying

decisions on branded mobile in Madurai. The need to understand the emerging

markets and consumers has become a big challenge for the corporate world

especially in creating and managing a powerful brand. Purchasing decisions

include many factors that most consumers are not even aware of. Five steps are

involved in nearly every purchase made: need recognition, information search,

evaluation of alternatives, purchase decision, and finally post purchase behavior.

Even the simplest purchases can include any or all of these steps. Purchases are

further influenced by such things as personal, psychological, and social issues.

Mobile phone is a smart communication media. It is not a one-way communication

like pager. Cellular communication basically gives the power of an advanced

telephone system card. Cellular communication works like the radio set which is

normally used. The handset or Mobile Phone is in fact an own private radio

transmitter and receiver, very similar to the Walkie-talkies used by Police and

Security Personnel. The key difference is that a cellular phone network is

connected to the fixed line or conventional telephone system allowing additional

access to the telephone world.

STATEMENT OF THE PROBLEM:

There are many factors that can affect this process

as a person works through the purchase decision. The number of potential

influences on consumer behavior is limitless. According to the black box model of

consumer behavior, there are two main stimuli that is related to buyers response

towards buying a certain product, in this research; mobile phone. Both are

categorized as environmental factors which are environmental stimuli and

marketing stimuli. The marketing stimuli are planned and processed by companies,

whereas the environmental stimulus are given by social factors. These two

stimulus consists of different elements whereas can cause different influences on

consumer behavior towards buying decisions. In consumer’s mobile phone buying

behavior, either both can influence buying decisions. But, which one can be much

more influencing than the other in terms of buying decisions .When interviewing

two subjects regarding the process involved, it becomes apparent that each

individual, although having very similar needs, underwent slightly different

thought processes to arrive at a decision.

MOBILE BRANDS : NOKIA, SAMSUNG, SONY ERICSSON,

LG, VODAFONE, SONY, HTC, APPLE, BLACKBERRY, MOTOROLO, ACER

MICROMAX, SPICE .

REVIEW THE LITERATURE:

A good market researcher will study the thought

process undergone by consumers, compare it with their demographic data, and use

the resulting information to market their products. Purchasing decisions include

many factors that most consumers are not even aware of. It seeks to learn what

motivates people in making choices. The techniques are such as to develop into the

conscious, subconscious and the unconscious.

SCOPE OF THE STUDY:

This study is mainly focuses on the leading brand

preference for mobile phone and the attitude of consumers belongs to low, middle

and high income groups are taken in madurai city. Everyone has got a mobile

phone today because it has many advantages: you are flexible and available

everywhere and every time but if you don't want to be available once, no problem,

you may turn it off. There are many reasons to possess a mobile phone and if you

are searching for a new mobile phone one of any kind, please enter. As an offerer,

please, describe your offer exactly. It is also important to give the exact appellation

of the phone, since little differences in appellation may make up great differences

in product.

OBJECTIVE OF THE STUDY:

The important objectives of this study are

1. To study the importance of branding and its influence on consumers buying

behavior.

2. To study the awareness and attitude of consumers towards Mobile Phone.

3. To study the factors influencing the brand preference of Mobile phones.

Extent to which the supply of valid products and services exceed consumer

demand. Ability to communicate with customers quickly and accurately. Existence

of multiple avenues of distribution quickly and economically .Extent to which

marketers can influence to induce distributors to comply with overall marketing

strategy. Economic growth, both nationally and globally ‘You cannot take the

consumer for granted any more’. Therefore a sound understanding of consumer

behaviour is essential for the long run success of any marketing program.

RESEARCH HYPOTHESIS:

This paper has tried to make a few simple points about hypothesis

testing in general and its relevance to consumer learning in particular. First, people

are not as pathetically biased in their hypothesis testing behavior as sometimes

portrayed .In many situations, they actually follow the normatively prescribed

pattern though usually for pragmatic rather than logical reasons .Moreover, while a

confirmation testing strategy is not a good as one motivated by falsification, it is a

whole lot better than passive behavioral stereotypy. Marketers can benefit from an

understanding of the characteristics of decision environments that lead to various

patterns of hypothesis testing.

OPERATIONAL DEFINITION OF THE CONCEPT:

RESEARCH QUESTIONS:

1. What is the relationship between environmental factors of consumer behavior and buyers decision making process?

2. Between marketing and environmental stimuli, which one will give the most influence towards consumers decision making?

 
STUDY ON CONSUMER BEHAVIOUR

REGARDING THE DIFFERENT BRANDS OF MOBILE IN MADURAI

clip_image002.jpg


BY

K.RINOSHA BANU

M.PHIL

(MANAGEMENT STUDIES)

MKU

STUDY ON CONSUMER BEHAVIOUR REGARDING



THE DIFFERENT BRANDS OF MOBILE IN MADURAI



INTRODUCTION:

The present study investigates men’s perception in buying

decisions on branded mobile in Madurai. The need to understand the emerging

markets and consumers has become a big challenge for the corporate world

especially in creating and managing a powerful brand. Purchasing decisions

include many factors that most consumers are not even aware of. Five steps are

involved in nearly every purchase made: need recognition, information search,

evaluation of alternatives, purchase decision, and finally post purchase behavior.

Even the simplest purchases can include any or all of these steps. Purchases are

further influenced by such things as personal, psychological, and social issues.

Mobile phone is a smart communication media. It is not a one-way communication

like pager. Cellular communication basically gives the power of an advanced

telephone system card. Cellular communication works like the radio set which is

normally used. The handset or Mobile Phone is in fact an own private radio

transmitter and receiver, very similar to the Walkie-talkies used by Police and

Security Personnel. The key difference is that a cellular phone network is

connected to the fixed line or conventional telephone system allowing additional

access to the telephone world.

STATEMENT OF THE PROBLEM:

There are many factors that can affect this process

as a person works through the purchase decision. The number of potential

influences on consumer behavior is limitless. According to the black box model of

consumer behavior, there are two main stimuli that is related to buyers response

towards buying a certain product, in this research; mobile phone. Both are

categorized as environmental factors which are environmental stimuli and

marketing stimuli. The marketing stimuli are planned and processed by companies,

whereas the environmental stimulus are given by social factors. These two

stimulus consists of different elements whereas can cause different influences on

consumer behavior towards buying decisions. In consumer’s mobile phone buying

behavior, either both can influence buying decisions. But, which one can be much

more influencing than the other in terms of buying decisions .When interviewing

two subjects regarding the process involved, it becomes apparent that each

individual, although having very similar needs, underwent slightly different

thought processes to arrive at a decision.

MOBILE BRANDS : NOKIA, SAMSUNG, SONY ERICSSON,

LG, VODAFONE, SONY, HTC, APPLE, BLACKBERRY, MOTOROLO, ACER

MICROMAX, SPICE .

REVIEW THE LITERATURE:

A good market researcher will study the thought

process undergone by consumers, compare it with their demographic data, and use

the resulting information to market their products. Purchasing decisions include

many factors that most consumers are not even aware of. It seeks to learn what

motivates people in making choices. The techniques are such as to develop into the

conscious, subconscious and the unconscious.

SCOPE OF THE STUDY:

This study is mainly focuses on the leading brand

preference for mobile phone and the attitude of consumers belongs to low, middle

and high income groups are taken in madurai city. Everyone has got a mobile

phone today because it has many advantages: you are flexible and available

everywhere and every time but if you don't want to be available once, no problem,

you may turn it off. There are many reasons to possess a mobile phone and if you

are searching for a new mobile phone one of any kind, please enter. As an offerer,

please, describe your offer exactly. It is also important to give the exact appellation

of the phone, since little differences in appellation may make up great differences

in product.

OBJECTIVE OF THE STUDY:

The important objectives of this study are

1. To study the importance of branding and its influence on consumers buying

behavior.

2. To study the awareness and attitude of consumers towards Mobile Phone.

3. To study the factors influencing the brand preference of Mobile phones.

Extent to which the supply of valid products and services exceed consumer

demand. Ability to communicate with customers quickly and accurately. Existence

of multiple avenues of distribution quickly and economically .Extent to which

marketers can influence to induce distributors to comply with overall marketing

strategy. Economic growth, both nationally and globally ‘You cannot take the

consumer for granted any more’. Therefore a sound understanding of consumer

behaviour is essential for the long run success of any marketing program.

RESEARCH HYPOTHESIS:

This paper has tried to make a few simple points about hypothesis

testing in general and its relevance to consumer learning in particular. First, people

are not as pathetically biased in their hypothesis testing behavior as sometimes

portrayed .In many situations, they actually follow the normatively prescribed

pattern though usually for pragmatic rather than logical reasons .Moreover, while a

confirmation testing strategy is not a good as one motivated by falsification, it is a

whole lot better than passive behavioral stereotypy. Marketers can benefit from an

understanding of the characteristics of decision environments that lead to various

patterns of hypothesis testing.

OPERATIONAL DEFINITION OF THE CONCEPT:

RESEARCH QUESTIONS:

1. What is the relationship between environmental factors of consumer behavior and buyers decision making process?

2. Between marketing and environmental stimuli, which one will give the most influence towards consumers decision making?
This document, titled "STUDY ON CONSUMER BEHAVIOUR REGARDING THE DIFFERENT BRANDS OF MOBILE IN MADURAI," is a research proposal or outline for an M.Phil. study by K. Rinosha Banu from MKU, dated November 6, 2012.




Research Proposal: Consumer Behavior Towards Mobile Phone Brands in Madurai (2012)​



This M.Phil. research proposal, authored by K. Rinosha Banu, aims to investigate the factors influencing consumer buying decisions regarding various mobile phone brands in Madurai, India, as of 2012. The study acknowledges the growing complexity of understanding emerging markets and consumers in the corporate world, especially in brand management.

Introduction:

The study notes that consumer purchasing decisions are influenced by numerous factors, often unconsciously, following a five-step process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It highlights the mobile phone as a "smart communication media," explaining its basic cellular communication functionality and its connection to the traditional telephone system, emphasizing its role as a personal radio transmitter/receiver.

Statement of the Problem:

The research problem revolves around the multitude of factors affecting mobile phone purchasing decisions. Using the "black box model of consumer behavior," the study identifies two main stimuli influencing buyer response:

  1. Environmental Stimuli (Social Factors): These are external, social influences.
  2. Marketing Stimuli (Company-Planned): These are deliberately crafted by companies (e.g., advertising, pricing).

    The core question is to determine which of these two types of stimuli has a greater influence on consumers' mobile phone buying decisions, especially given that individuals with similar needs may still arrive at decisions through different thought processes.
Mobile Brands Under Study (as of 2012):

The study plans to cover a range of mobile brands prominent in the Indian market at the time: NOKIA, SAMSUNG, SONY ERICSSON, LG, VODAFONE, SONY, HTC, APPLE, BLACKBERRY, MOTOROLA, ACER, MICROMAX, SPICE.

Review of Literature:

A good market researcher, the proposal states, studies consumer thought processes, compares them with demographic data, and uses this information to market products effectively. It emphasizes understanding what motivates choices, even at subconscious and unconscious levels.

Scope of the Study:

The study specifically focuses on:

  • Leading mobile phone brand preferences.
  • Consumer attitudes across low, middle, and high-income groups in Madurai city.

    It underscores the ubiquitous nature and advantages of mobile phones (flexibility, availability) and advises sellers to provide exact product appellations due to potentially significant differences from minor naming variations.
Objectives of the Study:

The research aims to:

  1. Study the importance of branding and its influence on consumers' buying behavior.
  2. Study consumers' awareness and attitude towards Mobile Phones.
  3. Study the factors influencing the brand preference of Mobile phones.

    It implicitly connects these objectives to broader marketing success, recognizing that "You cannot take the consumer for granted any more" and that a sound understanding of consumer behavior is essential for long-term marketing program success.
Research Hypothesis:

The proposal briefly discusses hypothesis testing in consumer learning, suggesting that people are not always as biased as sometimes portrayed and may follow prescribed patterns for pragmatic reasons. It also notes that a confirmation testing strategy, while not as good as falsification, is better than passive behavioral stereotypy. Marketers can benefit from understanding how decision environments lead to various hypothesis testing patterns. (This section seems to be a generic theoretical discussion on hypothesis testing rather than a specific hypothesis for this study).

Operational Definition of the Concept:

This section is left blank in the provided text.

Research Questions:

  1. What is the relationship between environmental factors of consumer behavior and the buyer's decision-making process?
  2. Between marketing and environmental stimuli, which one will have the most influence towards consumers' decision-making?
This research outlines a relevant study for its time (2012), given the rapid growth and diversification of the mobile phone market in India, and its focus on consumer perception and brand influence in a specific urban context like Madurai.
 
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