STUDY ON CONSUMER BEHAVIOUR
REGARDING THE DIFFERENT BRANDS OF MOBILE IN MADURAI

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?