Description
Research always starts with a question or a problem. Its purpose is to question through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studied.
A
Project Report
ON
“ To study the consumer behavior for purchasing mobile handsets ”
For
IMRB International
PUNE
Submitted To
Universit o! Pune" Pune
In Partial Ful!ilment o! Re#uirement
For t$e A%ard o! &e'ree o!
MASTER OF BUSINESS A&MINISTRATION
(Mar)etin'*
Submitted B
Mr+ ,arje Raviraj Nat$a
ROLL NO. MB0!"0
(Batc$-.//0-1/*
Under t$e 'uidance o!
#rof.Ms.$ma #eth%ar
NAV-SAHYADRI CHARITABLE TRUST’S
&N'T&T$T( O) B$'&N('' M*N*+(M(NT , R('(*R-./ -.*0*N.
1(-L*R*T&ON
I, the undersigned, hereb de!"#re th#t the $r%&e!t Re'%rt entit"ed “To stud t$e consumer
be$aviour !or purc$asin' mobile $andset2 (ritten #nd sub)itted b )e t% the Uni*ersit %+
$une, $une in '#rti#" +u"+i"")ent %+ the re,uire)ents +%r the #(#rd %+ degree %+ -#ster %+
Business Ad)inistr#ti%n under the guid#n!e %+ #rof.Ms.$ma #eth%ar. Is ) %rigin#" (%r/ #nd
the !%n!"usi%ns dr#(n therein #re b#sed %n the )#teri#" !%""e!ted b )se"+.
$"#!e0 $une 12#r&e R#*ir#& N#th#3
D#te0 Rese#r!h Student
*-0NO2L(1+(M(NT
This is the '"e#sure )%*e)ent +%r )e t% e4'"i!#te ) energi5ed inte""igen!e. Th#n/s t% C%-
C%%rdin#t%r -r. 6#(#nt $#ti" #nd t% ) guide -iss. #rof.Ms.$ma #eth%ar
. Institute %+ Business -#n#ge)ent 7 Rese#r!h, Ch#/#n. 8%r #!!%))%d#ting #d*i!e during the
rese#r!h #nd he"' 'r%*ided b the) in 're'#r#ti%n %+ this re'%rt. This re'%rt is guided b their
!%-%'er#ti%n #nd 'r#!ti!#b"e suggesti%n. This stud (%r/ !%u"d be +inished (ith in the 'eri%d.
I g%t !h#n!e t% re!%gni5e ) gr#titude t% #"" st#++ t% -.B.A. de'#rt)ent +%r )#/ing
#*#i"#b"e #"" +#!i"ities t% !%)'"ete the rese#r!h (%r/. As (e"" #s t% #"" %thers (h% e4tended the
're!i%us !%-%'er#ti%n b 'r%*iding #"" d%!u)ents #nd det#i"s re,uired +%r this (%r/.
(3ecutive 'ummary4 5
The tit"e %+ the stud is “Stud %+ the !%nsu)er beh#*i%ur +%r 'ur!h#sing -%bi"e
H#ndsets9.
This stud (#s !%ndu!ted under the Rese#r!h Intern#ti%n#" %+ I-RB Intern#ti%n#" %n
beh#"+ %+ di++erent )%bi"e br#nd h#ndsets. I-RB Intern#ti%n#" is # "e#ding )#r/et rese#r!h
!%)'#n in Indi# t% 'r%*ide the )#r/et rese#r!h re'%rts t% (e"" est#b"ished n#ti%n#" !%)'#nies.
The stud (#s !#rried %ut in #nd #r%und $une Cit #nd dur#ti%n (#s %+ t(% )%nth.
During the stud I h#*e *isited t% the res'%ndents (h% #re !urrent" using #nd used in the
'#st the *#ri%us )%bi"e h#ndsets %+ s%)e br#nded !%)'#nies.
E#!h res'%ndent h#s gi*en his +eedb#!/ #nd suggesti%n (hi!h !#n be he"' t% identi+ the
!%nsu)er beh#*i%ur +%r 'ur!h#sing di++erent )%bi"e h#ndsets. S%)e %+ the res'%ndent needs
)%re in+%r)#ti%n #b%ut di++erent )%bi"e br#nd h#ndsets (hi!h h#s gi*en )e t% sh%( the) #t the
ti)e %+ inter*ie( #nd sh%( s#tis+#!t%r res'%nses reg#rding 'ur!h#sed %+ di++erent )%bi"e
h#ndsets.
A'#rt +r%) this 'r%&e!t I h#*e d%ne di++erent #ssign)ents gi*en b I-RB Intern#ti%n#"
"i/e tr#!t%r 'r%&e!t, "i+e insur#n!e 'r%&e!t, !ber !#+: 'r%&e!t et!.
R('(*R-. 1('&+N
RESEARCH DESI2N0
A rese#r!h design is # s'e!i+i!#ti%n %+ )eth%d #nd 'r%!edures %r #!,uiring the
in+%r)#ti%n needed. It is the %*er#"" '#ttern %r +r#)e(%r/ %+ the 'r%&e!t th#t sti'u"#tes (h#t is t%
be !%""e!ted, +r%) (hi!h s%ur!es, b (h#t 'r%!edure.
Ob6ectives
#rimary Ob6ective
;3 T% stud !%nsu)er beh#*i%r #nd in!re#se )#r/et sh#re #nd !re#te dist#n!e +r%)
!%)'etiti%n.
'econdary ob6ective
;. T% +ind the #ttributes (hi!h in+"uen!ed the !ust%)ers in se"e!ting '#rti!u"#r
)%bi"e h#ndsets<
2. T% stud the !%nsu)er’s beh#*i%ur t%(#rds di++erent )%bi"e h#ndsets.
=. T% /n%( s'e!i+i! #s'e!ts re"#ted t% the buing beh#*i%r %+ the )%bi"e users.
>. T% /n%( the !%nsu)er 're+eren!es #nd !h%i!es.
?. T% /n%( the '%tenti#" %+ the )#r/et #nd e4'#nd int% ne( )#r/ets #nd business.
S!%'e %+ the stud0 -
The 'resent stud is !%nt#ined t% $une !it #nd it is de!ided #s t% !%nsider di++erent )%bi"e
h#ndsets "i/e N%/i#, S%n Eri!s%n, L2, S#)sung, V%d#+%ne, -%t%r%"#, s'i!e, s#ge), et!. rendered t%
the !ust%)ers. In $une !it, there #re #*#i"#b"e di++erent )%bi"e h#ndsets "i/e N%/i#, S%n Eri!s%n, L2,
S#)sung, V%d#+%ne, -%t%r%"#, s'i!e, s#ge), et!. The )#in %b&e!ti*e %+ this stud is t% #n#"5e the
!%nsu)er beh#*i%ur during t#/ing ne( )%bi"e h#ndsets.
St#te)ent %+ $r%b"e)0 -
As there #re # "#rge nu)ber %+ !ust%)er 're+eren!e di++erent br#nd %+ )%bi"e h#ndset, the stud
(#s !%ndu!ted in $une !it t% /n%( !%nsu)er beh#*i%r t%(#rds di++erent )%bi"e h#ndsets. S% th#t it
(%u"d he"' t% di++erent )%bi"e !%)'#nies t% identi+ the !%nsu)er beh#*i%ur.
Need %+ the stud0-
In t%d#’s s!en#ri% )%bi"e #re *#st used in e4!h#nge %+ in+%r)#ti%n be!%)es the ne!essit %+ "i+e
t% # !%))%n )#n. In )%dern (%u"d #s indi*idu#" tends t% !%))uni!#te #nthing t% e*erthing tight
+r%) the '"#!e (here he %r she st#nds. E*en (hi"e riding # *ehi!"e he %r she (#nts t% !%))uni!#te
(ithin # +r#!ti%n %+ se!%nd (ith !"e#r *%i!e, (ith%ut #n disturb#n!e. Cust%)er (#nts )%re +#!i"it in
)%bi"e "i/e S-S, design, dur#bi"it, s%und, ,u#"it, dis'"#, !#)er#, , )usi!, )u"ti)edi#, internet,
dis!%unt 'ri!e, #*#i"#bi"it et!. T%d# the )%bi"e h#ndset !%)'#n gr%(th h#s been e4!e""ent. D# b
d# )#n ne( #ttr#!ti*e s!he)es, 'r%*ide #dditi%n#", #dd +e( ne( +e#tures t% e4isting %nes , redu!e the
'ri!e %+ )%bi"e, intr%du!e *#rieties %+ h#ndset )%de"s # he#"th !%)'etiti%n th#t bene+its subs!ribers
hen!e in this !%nte4t. It is i)'%rt#nt t% stud (hi!h sh#'e the !%nsu)ers )ind during t#/ing %r
s(it!hing %*er the ne( )%bi"e h#ndsets.
7
8. R('(*R-. M(TO1OLO+9
Rese#r!h #"(#s st#rts (ith # ,uesti%n %r # 'r%b"e). Its 'ur'%se is t% ,uesti%n thr%ugh
the #''"i!#ti%n %+ the s!ienti+i! )eth%d. It is # sste)#ti! #nd intensi*e stud dire!ted t%(#rds #
)%re !%)'"ete /n%("edge %+ the sub&e!t studied.
-#r/eting rese#r!h 1-R3 is the +un!ti%n (hi!h "in/s the !%nsu)er, !ust%)er #nd 'ub"i!
t% the )#r/eter thr%ugh in+%r)#ti%n- in+%r)#ti%n used t% identi+ #nd de+ine )#r/eting
%''%rtunities #nd 'r%b"e)s gener#te, re+ine, #nd e*#"u#te )#r/eting #!ti%ns, )%nit%r )#r/eting
#!ti%ns, )%nit%r )#r/eting 'er+%r)#n!e #nd i)'r%*e underst#nding %+ )#r/et #s # 'r%!ess.
-#r/eting rese#r!h s'e!i+ies the in+%r)#ti%n re,uired t% #ddress these issues, designs, #nd the
)eth%d +%r !%""e!ting in+%r)#ti%n, )#n#ge #nd i)'"e)ented the d#t# !%""e!ti%n 'r%!ess,
#n#"ses the resu"ts #nd !%))uni!#te the +indings #nd their i)'"i!#ti%n
-#r/eting Rese#r!h is, thus, de+ined #s, the sste)#ti!, %b&e!ti*e #nd e4h#usti*e se#r!h
+%r #nd stud %+ the +#!ts re"#ting t% #n 'r%b"e) in the +ie"d %+ )#r/eting.
“A)eri!#n -#r/eting Ass%!i#ti%n9, de+ines -R #s the sste)#ti! g#thering, re!%rding
#nd #n#"5ing %+ d#t# #b%ut 'r%b"e)s re"#ting t% the )#r/eting %+ g%%ds #nd ser*i!es.
Thus, three /e ide#s reg#rding )#r/eting rese#r!h #re0-
i. -#r/eting rese#r!h is !%n!erned (ith studing #n %+ the )#ni+%"d
'r%b"e)s in )#r/eting.
ii. Its 'ur'%se is t% #id de!isi%n-)#/ing in the )#r/eting +ie"d.
iii. Sste)#ti! g#thering #nd #n#"sis %+ in+%r)#ti%n is its r%ute in #!hie*ing
its 'ur'%se.
Types of research45
a. :ualitative MR 4
• It is used in e4'"%r#t%r rese#r!h (%r/.
• E4'resses #nd su))#ri5es d#t# n%n-nu)eri!#""@,u#"it#ti*e".
• T#!/"es # "i)ited nu)ber %+ res'%ndents.
• It in*%"*es in-de'th 'r%be.
• It in*%"*es n%n-stru!tured ,uesti%ning@%bser*#ti%n
• Is the s%+t *ersi%n %+ -R.
• $r%*ides insights %n )#r/eting 'r%b"e)s.
• 8in#" !%urse %+ #!ti%n !#nn%t de'end %n its +indings.
a. :uantitative MR4
- 'r%&e!t (%r/ is !%n!erned (ith this t'e %+ rese#r!h. It h#s the +%""%(ing +e#tures0-
• It is used )%re in !%n!"usi*e rese#r!h 'r%&e!ts.
• E4'resses #nd su))#ri5es d#t# nu)eri!#""@,u#"it#ti*e".
• T#!/"es # "#rge nu)ber %+ res'%ndentsA %+ten #)%unts t% "#rge-s!#"e sur*es.
• It in*%"*es "i)ited 'r%be (ith "i)ited ,uesti%ns.
• It in*%"*es stru!tured ,uesti%ning@%bser*#ti%n
• Is the h#rd *ersi%n %+ -R.
• $r%*ides h#rd +#!ts %n )#r/eting 'r%b"e)s.
• 8in#" !%urse %+ #!ti%n !#n de'end %n its +indings
8." The Mar%eting Research #rocess
As )#r/eting rese#r!h is # sste)i! #nd +%r)#"i5ed 'r%!ess, it +%""%(s # !ert#in se,uen!e %+
rese#r!h #!ti%n. The )#r/eting 'r%!ess h#s the +%""%(ing ste's0
De+ining the )#r/eting 'r%b"e)
Identi+ing the -R 'r%b"e) in*%"*ed
S'e!i+ing the in+%r)#ti%n re,uire)ent
De*e"%'ing the rese#r!h design
De*e"%'ing the rese#r!h 'r%!edure @ instru)ent +%r g#thering the in+%r)#ti%n
2#thering the in+%r)#ti%n 1D#t# !%""e!ti%n3
An#"5ing #nd inter'reting the in+%r)#ti%n
Su))#rising the +indings @ $re'#ring the rese#r!h re'%rt
8.! 1ata -ollection Method0.
8."." #rimary data4
It is %rigin#" d#t#, +irst h#nd #nd +%r the s'e!i+i! 'ur'%se %+ the rese#r!h
'r%&e!t. 8%r this 'r%&e!t, I h#*e used the +%""%(ing !%))%n rese#r!h instru)ent0-
? :uestionnaire4
Buesti%nn#ire de*e"%')ent is the !riti!#" '#rt %+ 'ri)#r d#t# !%""e!ti%n &%b.
8%r this I h#*e 're'#red # ,uesti%nn#ire in su!h #(# th#t it is #b"e t% !%""e!t #"" re"e*#nt
in+%r)#ti%n reg#rding the 'r%&e!t.
In this ,uesti%nn#ire, I h#*e used )%st" !"%se-ended ,uesti%ns th#t #re e#sier
t% be #ns(ered b res'%ndents 1!%nsu)ers3 #nd #"s% e#sier +%r inter'ret#ti%n #nd
t#bu"#ti%n 7 %ne %'en-ended ,uesti%n t% t#/e the %'ini%n %+ the res'%ndents in their %(n
(%rds. The ,uesti%ns (ere #s/ed t% the !%nsu)ers !%*ering 'er!e'ti%n t%(#rds their
'ur!h#se, 'ri!e %+ the 'r%du!t, 'ur'%se +%r using the 'r%du!t, !h#r#!teristi! %+ the
'r%du!t, br#nd i)#ge, e++e!ti*eness %+ the #d*ertise)ents, s#"es 'r%)%ti%n#" #!ti*ities,
%*er#"" %'ini%n #b%ut the 'r%du!t, et!.
8%r !%""e!ting the #ns(ers +r%) the #b%*e ,uesti%nn#ire, I h#*e used the
+%""%(ing !%))%n )eth%d0-
? &ntervie;4
It is the )%st !%))%n )eth%d +%r !%nt#!ting !%nsu)ers 7 !%""e!ting 'ri)#r
d#t#. 8%r this 'r%&e!t I h#*e used +%""%(ing t'e %+ inter*ie(0-
? #ersonal intervie;4
It is the )%st e4tensi*e" used )eth%d. It en#b"es better !%ntr%" %+ the s#)'"e
#nd ensures #ns(ers +r%) the res'%ndents. It #"s% 'r%*ides +%r # t#!t+u" #''r%#!h t% the
res'%ndent sin!e it is b#sed %n # 'ers%n-t%-'ers%n t#"/. But this )eth%d is gener#"" )%re
e4'ensi*e #nd ti)e !%nsu)ing.
8%r this 'r%&e!t e#!h inter*ie( (#s t#/ing ;? t% CD )inutes t% !%)'"ete.
Inter*ie( (#s #"s% de"#ed due t% un-#*#i"#bi"it %+ res'%ndent in h%use.
8."." 'econdary data.
It (#s !%""e!ted t% #dd the *#"ue t% the 'ri)#r d#t#. D#t# reg#rding I-RB,
Intern#ti%n#" 1Indi#n -#r/eting Rese#r!h Bure#u3 hist%r, its 'r%+i"e #nd %ther ne!ess#r
re!%rds #nd in+%r)#ti%n (#s !%""e!ted b re+erring t% (ebsite, )#g#5ines, #nnu#" re'%rts,
re+eren!e b%%/s, d#i" ne(s'#'ers, et!.
8.! 'ample design4
8.!." 'ample $nit45
8%r studing !%nsu)er beh#*i%ur %+ s#)'"es (ere se"e!ted +r%) $une !it.
8.!.! 'ample si. -hoice of purchasing decision45
8r%) #)%ng the 'ur!h#se %+ #"tern#ti*es the !%nsu)er )#/es the s%"uti%n. It )# be t%
bu %r n%t t% bu. I+ the de!isi%n is t% bu
The %ther #dditi%n#" de!isi%ns #re0
Fhi!h t'es %+ bi/e he )ust bu< 8r%) (h%) t% bu # bi/e
H%( the '#)ent t% be )#de< And s% %n.
The )#r/eter u' t% this st#ge h#s tried e*er )e#ns t% in+"uen!e the 'ur!h#se beh#*i%r,
but the !h%i!e is 'r%'er" !%nsu)ers. In the e*#"u#ti%n st#ge the !%nsu)er +%r)s 're+eren!es
#)%ng the br#nds in the !h%i!e set. The !%nsu)er )# #"s% +%r) #n intenti%n t% but the )%st
're+erred br#nd.
@. #ost #urchase Behavior45
A+ter 'ur!h#se the 'r%du!t, the !%nsu)er (i"" e4'erien!e the s#)e "e*e" %+ 'r%du!t. The
-#r/eter’s &%b n%t end (hen the 'r%du!t is buing )ust )%nit%r '%st-'ur!h#se s#tis+#!ti%n, '%st-
'ur!h#se #!ti%n, '%st-'ur!h#se use #nd dis'%s#"
?#ost #urchase 'atisfaction0-
The buer, S s#tis+#!ti%n is # +un!ti%n %+ !"%seness bet(een the buer, S e4'e!t#ti%n #nd
the 'r%du!ts $er!ei*er 'er+%r)#n!e.
The "#rger the g#' bet(een e4'e!t#ti%n #nd 'er+%r)#n!e the gre#ter the !%nsu)er
diss#tis+#!ti%n.
?#ost purchase *ction45
The C%nsu)er, S s#tis+#!ti%n %r diss#tis+#!ti%n (ith the 'r%du!t in+"uen!e subse,uent
beh#*i%r. I+ the !%nsu)er s#tis+ied, he %r she (i"" e4hibit # higher 'r%b#bi"it %+ 'ur!h#sing the
'r%du!t #g#in.
Diss#tis+#!ti%n !%nsu)er )# #b#nd%n #nd return the 'r%du!t.
?#ost5#urchase $se or 1isposal4-
The )#r/eter sh%u"d #"s% )%nit%r ne( buers use #nd dis'%se %+ the 'r%du!t. I+ the
!%nsu)er st%re the 'r%du!t in # !"%se, the 'r%du!t is 'r%b#b" n%t *er s#tis+ing. I+ the
!%nsu)er thr%(s the 'r%du!t #(#, the )#r/eter needs t% /n%( h%( the dis'%se %+ itA
es'e!i#"" it !#n be hurt the en*ir%n)ent.
-haracteristic of Buyer Behaviors
The !hie+ !h#r#!teristi!s %+ the buers beh#*i%rs #re #s +%""%(0-
A"B It !%nsists %+ )ent#" #nd 'hsi!#" #!ti*ities (hi!h !%nsu)ers undert#/e t% get g%%ds
#nd ser*i!es #nd %bt#in s#tis+#!ti%n +r%) the).
A!B It in!"udes b%th %bser*#b"e #!ti*ities su!h #s (#"/ing thr%ugh the )#r/et t% e4#)ine
)er!h#ndise #nd )#/ing # 'ur!h#se #nd )ent#" #!ti*ities-su!h #s +%r)ing #ttitudes, 'er!ei*ing
#d*ertising )#teri#", #nd "e#rning t% 're+er '#rti!u"#r br#nds.
A8B C%nsu)er beh#*i%rs #re *er !%)'"e4 #nd dn#)i! t% !%nst#nt" !h#nging. And
there+%re, )#n#ge)ent needs t% #d&ust (ith the !h#nge %ther(ise )#r/et )# be "%t.
A=B The indi*idu#"s s'e!i+i! beh#*i%rs in the )#r/et '"#!e is #++e!ted b intern#" +#!t%r,
su!h #s need , )%ti*es, 'er!e'ti%n, #nd #ttitudes, #s (e"" #s b e4tern#" %+ en*i%ur)ent#"
in+"uen!es su!h #s the +#)i" s%!i#" gr%u's, !u"ture, e!%n%)i!s #nd business in+"uen!es.
-OM#*N9 #RO)&L(
&MRB &nternational
Abbre*i#ted #s Indi#n -#r/eting Rese#r!h Bure#u.
Est#b"ished in ;IJ;, I-RB Intern#ti%n#" is # 'i%neer in )#r/et rese#r!h. A )e)ber %+ the
K#nt#r 2r%u', F$$Ls in+%r)#ti%n, insight #nd !%nsu"ting di*isi%n. I-RBLs +%%t'rint e4tends
#!r%ss ;; !%untries - Indi#, $#/ist#n, B#ng"#desh, Sri L#n/#, Dub#i, S#udi Ar#bi#, Eg't,
Sing#'%re, -#"#si#, K%re# #nd L%nd%n
Fith %*er ;CDD +u"" ti)e st#++, I-RB 'r%*ides high ,u#"it !%n!e'tu#"i5#ti%n, str#tegi!
thin/ing, e4e!uti%n #nd inter'ret#ti%n s/i""s. I-RB Intern#ti%n#" is the %n" rese#r!h !%)'#n in
Indi# th#t %++ers su!h # (ide r#nge %+ rese#r!h b#sed ser*i!es t% its !"ients. I-RB Intern#ti%n#"Ls
s'e!i#"ised #re#s in!"udes !%nsu)er )#r/et rese#r!h b%th ,u#ntit#ti*e #nd ,u#"it#ti*e, industri#"
)#r/et rese#r!h, business t% business )#r/et rese#r!h, s%!i#" #nd rur#" )#r/et rese#r!h, )edi#
rese#r!h, ret#i" rese#r!h, #nd !%nsu)er '#ne"s.
*bacus )ield
Ab#!us 8ie"d h#nd"es the +ie"d %'er#ti%ns +%r #"" the business di*isi%ns in I-RB. Ab#!us
8ie"d h#s # net(%r/ %+ ;? regi%n#" %++i!es s're#d #!r%ss the !%untr th#t gi*es I-RB the
!#'#bi"it t% run '#n Indi# rese#r!h 'r%&e!ts s)%%th" 7 e++e!ti*e". An e4#)'"e %+ the
)#gnitude %+ Ab#!us 8ie"d %'er#ti%ns !#n be g#uged +r%) the +%""%(ing0
• En #n gi*en d# #b%ut ?DDD +ree"#n!ers (%r/ +%r Ab#!us 8ie"d
• Te"e C#"" Centre h#s CHC se#ts, is "%!#ted in De"hi, B#ng#"%re #nd -u)b#i, #nd d%es
;,D>, DDD inter*ie(s 'er )%nth.
• H%useh%"d $#ne" - MI,MDD h%useh%"d *isited e*er )%nth
• MDDD 'r%&e!ts h#nd"ed in %ne e#r
• M.M "#! )#nd#s %+ inter*ie(ing in %ne e#r
• =J "#! inter*ie(s d%ne in %ne e#r
Ab#!us 8ie"d is !%nsistent" stri*ing t% e4!eed !"ient e4'e!t#ti%ns, thr%ugh high ,u#"it
(%r/, integrit, inn%*#ti*eness #nd bui"ding # !u"ture (hi!h 'r%)%tes 'r%+essi%n#" #nd
'ers%n#" gr%(th %''%rtunities.
Ab#!us 8ie"d is he#ded b Ni/hi" R#(#", Sr Vi!e $resident.
Our Milestones
• Indi#’s +irst TV r#ting sste)
• Indi#’s +irst R#di% Audien!e -e#sure)ent sste)
• Indi#’s +irst IT #nd Internet studies end%rsed b industr #ss%!i#ti%ns
• Indi#’s +irst #nd "#rgest H%useh%"d $#ne"
• Instru)ent#" in setting u' %+ -#r/et Rese#r!h S%!iet %+ Indi# 1-RSI3 in ;IMM
• Cre#ti%n %+ S%!i#" E!%n%)i! C"#ssi+i!#ti%n 1SEC3 sste), b Ashut%sh Sinh# +r%) the
-#r/eting S!ien!es 2r%u', 7 used b #"" -R !%)'#nies in Indi#
• $#th bre#/ing b%%/ %n e)'"%ee "%#"t “The T#% %+ L%#"t9 b A&it R#% %+ CS--
1Cust%)er S#tis+#!ti%n -e#sure)ent 7 -#n#ge)ent3
• Agen! %+ the e#r #(#rd, instituted in CDDH #t -RSI, +%r t(% !%nse!uti*e e#rs , CDDH
7 CDDJ
• $resenting !utting edge rese#r!h +%r se*er#" e#rs #t intern#ti%n#" +%ru)s in!"uding
ESE-AR #nd (%n #(#rds
Our 'trengths
• Seni%r )%st rese#r!hers in the industr
• S'e!i#"ists (ith industr@se!t%r /n%("edge
• Intern#ti%n#" t%%"/it in s'e!i#"i5ed businesses
• Str#tegi! -#r/eting C%nsu"t#n!
• L#rgest +ie"d net(%r/ +%r !ust%) rese#r!h
• Arr# %+ Sndi!#ted d#t#b#ses
• Industr tr#!/ing 7 en*ir%n)ent#" s!#n
• -u"ti-!%untr rese#r!h !#'#bi"it
-onsumer Research 4 'tudies
C%n!e't Tests
C%r'%r#te I)#ge Studies
N#)e Tests
$#!/#ging Rese#r!h
$ri!ing Rese#r!h
$r%du!t Tests #nd C"ini!s
Ret#i" Studies
Seg)ent#ti%n #nd $r%+i"ing Studies
Si)u"#ted Test -#r/eting
Us#ge #nd Attitude Studies
&MRB &nternational4 )ootprints
'ervicesOffered
The de'th #nd bre#dth %+ ser*i!es th#t (e 'r%*ide #re e4tensi*e #nd in!"udes rese#r!h #nd
#d*is%r ser*i!es in the +%""%(ing #re#s0
Ad*ertising, 'r%)%ti%n #nd )edi# rese#r!h
BCB #nd Industri#" Rese#r!h
Br#nd Rese#r!h
Cust%)er S#tis+#!ti%n Rese#r!h
C%r'%r#te #nd E)'"%ee Rese#r!h
Ch#nne" #nd Ret#i" Rese#r!h
$r%du!t #nd $#!/#ging Rese#r!h
$ri!ing Rese#r!h
Str#tegi! -#r/et Rese#r!h
-ster Sh%''er Insights 1-SI3
Mar%et *nalytics4 1ata #rocessing .ouse to the Est#b"ished in CDD;, Ab#!us -#r/et
An#"ti!s unit %++ers # (ide r#nge %+ ser*i!es t% #"" the rese#r!h units in I-RB. These in!"ude
d#t# 'r%!essing, !h#rting, st#tisti!#" #n#"sis, d#t#b#se )#n#ge)ent 7 u'd#ti%n, s%+t(#re
de*e"%')ent 7 testing.
Ab#!us D#t# $r%!essing 1D$3, # '#rt %+ Ab#!us -#r/et #n#"ti!s, %++ers si)i"#r ser*i!e t%
intern#ti%n#" !"ients. D$’s C"ients in!"ude -i""(%rd Br%(n #!r%ss Asi# $#!i+i!, A+ri!# #nd
Austr#"#si#, K#nt#r E'er#ti%ns in UK, B-RB Intern#ti%n#" in UK, A-RB in the -idd"e E#st
#nd N A+ri!#, RI in Asi# $#!i+i! 7 the Br#nd Sur*e C%)'#n in S A+ri!#.
In the d#s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0
• Ad*#n!ed #n#"ti!s
• Ad*#n!ed st#tisti!#" ser*i!es
• -%de"ing #nd trend #n#"ses
• D#t#b#se !re#ti%n #nd )#n#ge)ent
• D#t# )ining
• S!ri'ting
• D#t# inter'ret#ti%n #nd re'%rting
Ab#!us -#r/et An#"ti!s is he#ded b Suni" B#/shi, Sr Vi!e $resident
&MRB &nternationalCs 1ivisions4 -onsumer Research
Set u' in ;IJ;, the Bu#ntit#ti*e Di*isi%n #t I-RB Intern#ti%n#" is the %"dest rese#r!h unit
in the !%untr. In %ur three de!#des %+ rese#r!h e4'erien!e in Indi#, (e h#*e (%r/ed %n #")%st
#"" 'r%du!t !#teg%ries, #nd h#*e the e4'ertise in the entire g#)ut %+ rese#r!h )eth%d%"%gies #nd
te!hni,ues
'ectors ;e research
I-RB Intern#ti%n#" h#s been the 'i%neer in !%ndu!ting )#r/et rese#r!h e4er!ises +%r
se*er#" se!t%rs. T%d#, there is h#rd" #n se!t%r th#t I-RB Intern#ti%n#" h#snLt rese#r!hed.
8r%) '%t#t% (#+ers t% $Cs, !ig#rettes t% !e""u"#r 'h%nes, #"!%h%" t% #ir !%nditi%ners #nd bubb"e
gu)s t% bui"ding )#teri#"s &ust n#)e it #nd (e h#*e rese#r!hed it.
Agri!u"ture #nd Agr%-'r%du!ts
A"!%h%"
Aut%)%ti*e
Bui"ding #nd C%nstru!ti%n
C%nsu)er Dur#b"e
Distributi%n@ Ret#i" Tr#de
H%useh%"d C#re
IT@Internet
Industr #nd Business
-edi# #nd Entert#in)ent
S%!i#" #nd Rur#" 7 2%*ern)ent
T%b#!!%
Engineering Se!t%r
Edu!#ti%n Se!t%r
$r%!essed 8%%d
S'%rts 2%%ds 7 A!!ess%ries
He#"th C#re
8in#n!e@B#n/ing@ Insur#n!e
Energ #nd En*ir%n)ent
Te"e!%)
$r%!essed Be*er#ges
C%s)eti!s 7 $ers%n#" C#re
He#* Industries@Che)i!#"s@Industri#"@-iner#"s
Kids $r%du!ts
Eut(e#r@C"%thing@8%%t(e#r@A!!ess%ries
E++i!e $r%du!ts 7 Ser*i!es 1n%n IT@n%n te"e!%)3
$#'er $r%du!ts@-#!hiner
Ser*i!es
T%uris), Tr#*e" 7 Leisure
Uti"ities@In+r#stru!ture
&MRB &nternationalCs 1ivisions
I-RB Intern#ti%n#" h#s been %++ering +%r %*er =? e#rs, b%th gener#" #s (e"" #s s'e!i#"ist
rese#r!h ser*i!es t% !"ients in Indi# #nd %*erse#s. I-RB Intern#ti%n#" %'er#tes %ut %+ its +i*e +u""
ser*i!e %++i!es in -u)b#i, De"hi, K%"/#t#, Chenn#i #nd B#ng#"%re #nd is su''%rted b ;? %ther
regi%n#" !enters +%r !%""e!ti%n %+ sur*e in+%r)#ti%n
In the d#s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0
• Ad*#n!ed #n#"ti!s
• Ad*#n!ed st#tisti!#" ser*i!es
• -%de"ing #nd trend #n#"ses
• D#t#b#se !re#ti%n #nd )#n#ge)ent
• D#t# )ining
• S!ri'ting
• D#t# inter'ret#ti%n #nd re'%rting
Ab#!us -#r/et An#"ti!s is he#ded b Suni" B#/shi, Sr Vi!e $resident
&MRB &nternational has eight specialist units4
"B #robe :ualitative Research A#:RB4
$r%be Bu#"it#ti*e Rese#r!h 1$BR3 (#s est#b"ished in ;IJI, in the be"ie+ th#t ,u#"it#ti*e
rese#r!h de)#nds e4'ertise #nd tr#ining in'uts %+ #n e4!e'ti%n#" /ind. 8r%) its in!e'ti%n $BR
h#s been #ss%!i#ted (ith "e#ding intern#ti%n#" ,u#"it#ti*e rese#r!h %rg#ni5#ti%ns. It is the "#rgest
#nd +#stest gr%(ing ,u#"it#ti*e rese#r!h %rg#ni5#ti%n in the !%untr.
$BR 'r%*ides rese#r!h (hi!h is #n#"ti!#" #nd #!ti%n#b"e, see/ing t% res%"*e '#rti!u"#r
!"ient 'r%b"e)s #nd ,uesti%ns #nd 'r%*iding +uture dire!ti%n. It #"s% 'r%*ides high ,u#"it insight
#nd )u"ti-dis!i'"in#r e4'"%r#ti%n %+ !%nsu)er )%ti*#ti%n #nd beh#*i%r thr%ugh # str%ng b#se %+
)u"ti"ingu#" rese#r!h e4e!uti*es #nd )%der#t%rs.
!B Media , #anel +roup4
In!%r'%r#ted in ;IIC, -edi# 7 $#ne" 2r%u' h#nd"es sndi!#ted ser*i!es "i/e H%useh%"d
$#ne", TR$ Sste), NRS #nd !ust%)i5ed )edi# rese#r!h 'r%&e!ts. The gr%u' re*enues !%)e
+r%) +%ur di++erent businesses *i5. Sndi!#ted !%nsu)er '#ne"s, -edi# Rese#r!h, Ret#i"
Rese#r!h 7 S%+t(#re.
The !%nsu)er '#ne"s #*#i"#b"e (ith -$2 #re #s under0
H%useh%"d $ur!h#se $#ne" N -#r/et $u"se
Indi*idu#" $ur!h#se $#ne" N i)'u"se
Chi"dren’s $#ne"
U's!#"e $#ne" N -#r/et $u"se E"ite.
-$2 is h%)e t% the "#rgest dedi!#ted )edi# rese#r!h unit in the !%untr 7 '#rt %+ K#nt#r -edi#
Rese#r!h 1K-R3, %++ering !ust%)i5ed 7 sndi!#ted studies #!r%ss $rint, Te"e*isi%n, R#di%, #nd
Eut %+ H%)e !#teg%ries. It h#s t% its !redit T#rget 2r%u' Inde4 1T2I3, # g"%b#" sur*e +r%)
K-R in*%"*ing HD !%untries #nd is Indi#’s %n" sing"e s%ur!e sur*e.
-indTe!h Sste)s is the unit (ithin -$2 (hi!h su''%rts the in-h%use s%+t(#re needs,
"i!enses its 'r%'riet#r s%+t(#re #nd !"ient s'%ns%red de*e"%')ent#" 'r%&e!ts.
The Ret#i" di*isi%n #i)s t% be #n integr#ted ret#i" rese#r!h b#sed !%nsu"t#n! b "e*er#ging the
I-RB’s e4'ertise in underst#nding !%nsu)ers #nd !%nsu)er beh#*i%r.
In the d#s #he#d, -$2 #s'ires t% de*e"%' ret#i" e4'ertise +%r I-RB. A"s%, the unit (ishes t%
"#un!h s'e!i#"ist '#ne"s (hi!h #i) t% +i"" in the g#'s in )#r/eters’ underst#nding %+ their t#rget
!%nsu)ers #nd ne( sndi!#ted ser*i!es "i/e 2e% De)%gr#'hi! $r%+i"ing, F#""et -%nit%r C 7
$#ntr Che!/. It #"s% #i)s t% de*e"%' rese#r!h #''r%#!hes +%r )e#suring e)erging )edi# "i/e
F%rd %+ -%uth, -%bi"e )edi#.
-$2 !urrent" %'er#tes %ut %+ -u)b#i, De"hi, B#ng#"%re 7 Chenn#i.
8B -'MM4 #artners in Managing 'ta%e holding Relationships4
Cust%)er S#tis+#!ti%n -#n#ge)ent 7 -e#sure)ent 1CS--3 is #n inde'endent,
s'e!i#"ist unit %+ I-RB Intern#ti%n#" #nd the e4!"usi*e )e)ber %+ the F#"/er In+%r)#ti%n
2"%b#" Net(%r/ 1FI2N3 in the Indi#n sub!%ntinent.
As # s'e!i#"ist unit %+ I-RB Intern#ti%n#", CS-- 'r%*ides the (idest +ie"d !%*er#ge
(ith +i*e +u"" ser*i!e %++i!es #nd ;= +ie"d %++i!es in De"hi, C#"!utt#, -u)b#i, Chenn#i,
B#ng#"%re, Hder#b#d, C%!hin, $une, $#tn#, Ah)#d#b#d, 2u(#h#ti, Bhub#nes(#r #nd
Lu!/n%(. CS-- ser*i!es !"ients in Indi# #nd neighb%ring !%untries 1Sri L#n/#, B#ng"#desh,
$#/ist#n #nd Ne'#"3 #nd this di*erse net(%r/ h#s )#de CS-- the "e#ding 'r%*ider %+
st#/eh%"der 'r%du!ts #nd ser*i!es in S%uth Asi#.
As the e4!"usi*e )e)ber %+ the F#"/er In+%r)#ti%n 2"%b#" Net(%r/ 1FI2N3 in S%uth
Asi#, CS-- uses the 'r%'riet#r t%%"s de*e"%'ed b F#"/er In+%r)#ti%n, the re!%gni5ed
'i%neers in St#/eh%"der -e#sure)ent #nd -#n#ge)ent (ith %*er =D e#rs e4'erien!e. The
net(%r/ %++ers the (%r"dLs )%st th%r%ugh" tested #nd 'r%*en sste) #nd #"s% 'r%*ides
#''r%'ri#te ben!h)#r/s thr%ugh the FI2N N%r)#ti*e D#t#b#se T-.
CS-- 'r%*ides # r#nge %+ !%nsu"ting 'r%du!ts #nd ser*i!es t% )#n#ge e4tern#" !ust%)er
s#tis+#!ti%n #nd e)'"%ee !%))it)ent t% integr#te st#/eh%"der )e#sure)ent #nd )#n#ge)ent
e++%rts int% the !%)'#nLs de!isi%n-)#/ing 'r%!ess #t #"" "e*e"s. F%r/ing (ith %*er MD !"ients
+r%) di*erse se!t%rs, in!"uding +in#n!i#" ser*i!es, h%te"s, #nd te"e!%))uni!#ti%ns, ret#i"ing, #nd
!%nsu)er 'r%du!ts, #ut%)%ti*e #nd engineering@industri#" g%%ds CS-- 'r%*ides str#tegi!
in+%r)#ti%n ser*i!es t% enh#n!e !ust%)er "%#"t #)%ngst b%th end !ust%)ers #nd tr#de !h#nne"
!ust%)ers #s (e"" #s t% bui"d e)'"%ee !%))it)ent.
CS-- %++ers # te#) %+ high" tr#ined #nd e4'erien!ed !%nsu"t#nts (ith )u"ti-dis!i'"in#r
b#!/gr%unds. T% #ssist %u in %ur St#/eh%"der -#n#ge)ent 'r#!ti!es, %ur !%nsu"t#nts h#*e
e4'erien!e in !%ndu!ting )u"ti-!%untr #nd regi%n#" 'r%gr#))es +%r "e#ding Indi#n #nd
)u"tin#ti%n#" !%)'#nies, #!r%ss *#ri%us se!t%rs #nd #re e,ui''ed t% gi*e %u 'r%+essi%n#" #nd
#!!ur#te #ssist#n!e +%r %ur str#tegi! de!isi%ns, in!"uding de'"%)ent #nd integr#ti%n #ssist#n!e
=B B&R14 Research -onsultancy for B!B and Technology Mar%ets4
BIRD0 Rese#r!h-b#sed C%nsu"t#n! +%r BCB #nd Te!hn%"%g )#r/ets is # Rese#r!h
b#sed !%nsu"t#n! #r) N BCB #nd te!hn%"%g )#r/ets. E'er#ting %ut %+ +%ur "%!#ti%ns in Indi#,
*i5., -u)b#i, Ne( De"hi, B#ng#"%re #nd Chenn#i, BIRD h#s been #d*ising !"ients +r%) Indi#
#nd #!r%ss the g"%be sin!e the "#st =? e#rs.
BIRD h#s )#de signi+i!#nt !%ntributi%ns b #dding *#"ue t% )#r/eting de!isi%n )#/ing
#t b%th !%r'%r#te #nd business unit "e*e"s thr%ugh #!ti%n#b"e insights #nd gr%und-bre#/ing
rese#r!h. It %++ers ser*i!es #s0
• Macro/meso level 1'%'u"#r" des!ribed #s “the big 'i!ture93 su!h #s underst#nding the
!%)'etiti*e )#r/et '"#!e, industr trends, regu"#t%r en*ir%n)ent, %r entering ne(
)#r/ets.
• Micro level su!h #s br#nd@'r%du!t '%siti%ning, !ust%)er seg)ent#ti%n, !h#nne"
'er!e'ti%n, )#r/et si5ing, 'ri!ing #nd distributi%n str#teg, ne( 'r%du!t de*e"%')ent et!
The #bi"it t% "%%/ #t business +r%) # br%#der 'ers'e!ti*e, #t the s#)e ti)e
h%ning %n t% the n#rr%(er 'er+%r)#n!e i)'r%*e)ent st#nd'%ints is BIRD strength #nd
ste)s +r%) the +%""%(ing0
@B (5Technology +roupD &MRB4
S'e!i#"i5es in s%!i#" rese#r!h #nd in !%ndu!ting rese#r!h %n e)erging rur#" )#r/ets. It
h#s st#++ (ith s'e!i#" e4'ertise in !%ndu!ting Kn%("edge, Attitudes 7 $r#!ti!e 1KA$3, Studies
%n he#"th #nd s#nit#ti%n, (#ter, en*ir%n)ent #nd %ther +ie"ds, in Indi# #s (e"" #s intern#ti%n#"".
EB 'ocial and Rural Research &nstitute A'R&B4
S'e!i#"i5es in s%!i#" rese#r!h #nd in !%ndu!ting rese#r!h %n e)erging rur#" )#r/ets. It
h#s st#++ (ith s'e!i#" e4'ertise in !%ndu!ting Kn%("edge, Attitudes 7 $r#!ti!e 1KA$3, Studies
%n he#"th #nd s#nit#ti%n, (#ter, en*ir%n)ent #nd %ther +ie"ds, in Indi# #s (e"" #s intern#ti%n#"".
FB &MRB MindTech 'ystems4 'oft;are development house4
A !"ient ser*i!ing %riented s'e!i#"i5ed s%+t(#re unit %+ -edi# 7 $#ne", -u)b#i
+#!i"it#ting s%"uti%ns t% !riti!#" business ,uesti%ns. -indTe!h Sste)s h#s been 'r%*iding
business s%"uti%ns sin!e CDDD #nd h#s thus #!,uired #n e4tensi*e e4'ertise in -#r/et Rese#r!h
#''"i!#ti%ns. H#*ing b#sed %urse"*es %n the +e#tures de)#nded b "#rge n%. %+ !%)'#nies, (e
h#*e !re#ted inn%*#ti*e, user-+riend" #''"i!#ti%ns.
Eur s%"uti%ns he"' !"ients t% !%n*ert )#r/eting rese#r!h /n%("edge int% #!ti%ns.
GB *bacus Mar%et *nalytics4 1ata #rocessing .ouse of the 2orld4
Est#b"ished in CDD;, Ab#!us -#r/et An#"ti!s unit %++ers # (ide r#nge %+ ser*i!es t% #""
the rese#r!h units in I-RB. These in!"ude d#t# 'r%!essing, !h#rting, st#tisti!#" #n#"sis, d#t#b#se
)#n#ge)ent 7 u'd#ti%n, s%+t(#re de*e"%')ent 7 testing.
Ab#!us D#t# $r%!essing 1D$3, # '#rt %+ Ab#!us -#r/et #n#"ti!s, %++ers si)i"#r ser*i!e t%
intern#ti%n#" !"ients. D$’s C"ients in!"ude -i"" (%rd Br%(n #!r%ss Asi# $#!i+i!, A+ri!# #nd
Austr#"#si#, K#nt#r E'er#ti%ns in UK, B-RB Intern#ti%n#" in UK, A-RB in the -idd"e E#st
#nd N A+ri!#, RI in Asi# $#!i+i! 7 the Br#nd Sur*e C%)'#n in S A+ri!#.
I-RB Intern#ti%n#" h#s eight s'e!i#"ist units #)%ng (hi!h (e (%r/ed +%r t(% unit’s i.e. CS--
1Cust%)er s#tis+#!ti%n )#n#ge)ent #nd )e#sure)ent3 #nd BIRD 1rese#r!h C%nsu"t#n! +%r
BCB #nd te!hn%"%g )#r/et. The 'r%&e!ts 'endu"u) #nd net b%%/ #nd net
T%'s (ere 'r%&e!ts under BIRD rest %thers (ere under CS--.
In the d#s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0
• Ad*#n!ed #n#"ti!s
• Ad*#n!ed st#tisti!#" ser*i!es
• -%de"ing #nd trend #n#"ses
• D#t#b#se !re#ti%n #nd )#n#ge)ent
• D#t# )ining
• S!ri'ting
• D#t# inter'ret#ti%n #nd re'%rting
Ab#!us -#r/et An#"ti!s is he#ded b Suni" B#/shi, Sr Vi!e $resident
1ata analysis
T#b"e sh%(ing 're+eren!e %+ )%bi"e 'h%ne
Brand No of respondent Percentage
Nokia 112 56%
Sony Ericson 4 24%
!otoro"a 16 #%
Sa$s%ng 12 #6%
&odafone 6 #3%
!icro$a' 2 #1%
Spice 4 #2%
(ota" 2## 1##%
T#b"e sh%(ing 'ur!h#se 'eri%d
Period No of respondent Percentage
#)3 $ont*s 1# 5
3)6 $ont*s 26 13
+ $ont*s , 1 year 32 16
1)2 year 4 24
!ore t*an 2 years 4 42
(ota" 2## 1##
T#b"e sh%(ing !h%i!e %+ 'ur!h#se %+ )%bi"e 'h%ne
State$ent No of respondent Percentage
Sty"e 42 21%
-nfotain$ent 2# 1#%
!%"ti$edia 26 13%
B%siness 14 #+%
.onnected / 4/%
tota" 2## 1##%
T#b"e sh%(ing )%bi"e %'ti%n (hi!h !%nsu)er uses
0ption No of respondent Percentage
.a""s 2 41%
S!S 24 12%
Bro1se t*e -nternet 16 #%
(ake P*otos 2# 1#%
.*eck e$ai"s 1# #5%
2ecord 3ideo 1 #/%
!%sic 22 11%
!obi"e (& # #4%
(ota" 2## 1##%
T#b"e sh%(ing re#s%ns +%r !h%%sing %+ )%bi"e br#nd
2eason No of respondent Percentage
.on3enience 4andsets /4 4+%
.ost .ontro" 4 24%
&a"%e 5dded Ser3ice 16 #%
6isco%nts 42 21%
(ota" 2## 1##%
T#b"e sh%(ing in+"uen!ing +#!t%rs %+ 'ur!h#sing
-nf"%encing factor No of respondent Percentage
Price70ffers 54 2+%
Brand na$e 6 43%
53ai"abi"ity in store 2 14%
6ifferent si8e 1 #/%
!obi"e battery 14 #+%
(ota" 2## 1##%
T#b"e sh%(ing i)'#!t %+ sh%''er’s 'ur!h#se de!isi%n +%r )%bi"e 'h%ne
0ption No of respondent Percentage
-n store (& 34 1+%
Broac*ers 1 #/%
6ang"ers 3 1/%
9"oor standee # #4%
Poster 1#2 51%
(ota" 2## 1##%
T#b"e sh%(ing !%nsider %(ing # )%bi"e h#ndset #s #
0ption No of respondent Percentage
Necessity 122 61
Stat%s 56 2
:%'%ry 22 11
(ota" 2## 1##
0ption No of respondent Percentage
E$p"oyed f%"" ti$e 42 21
E$p"oyed part ti$e 1 /
Se"f e$p"oyed 44 22
9%"" ti$e *o$e $aker 5 2/
9%"" ti$e st%dents 3 1/
(ota" 2## 1##
T#b"e sh%(ing the highest "e*e" %+ edu!#ti%n
0ption No of respondent Percentage
E"e$entary sc*oo"
grad%ate
22 11
!idd"e sc*oo"
grad%ate
2 14
4ig* sc*oo" grad%ate 36 1
;ni3ersity degree 62 31
P< =%a"ification 52 26
(ota" 2## 1##
T#b"e sh%(ing res'%ndent’s )%nth" in!%)e
0ption 2espondent %
1#>###)11>/// 42 21
12>###)1/>/// 5 2/
2#>###)24>/// 34 1+
25>###)2/>/// 3# 15
3#>###)34>/// 22 11
35>###?abo3e 14 +
(ota" 2## 1##
5ttrib%tes No. 0f cons%$er %
6esign 26 13
Brand +# 35
6%rabi"ity 32 16
So%nd =%a"ity 2# 1#
Battery "ife 24 12
6isp"ay 16
.a$era ?$%sic 4
!%"ti$edia 4 2
(ota" 2## 1##
T#b"e sh%(ing 're+eren!e %+ 'ur!h#sing %+ )%bi"e h#ndsets
5ttrib%tes No of respondent Percentage
6esign 26 13
Brand +# 35
6%rabi"ity 32 16
So%nd @%a"ity 2# 1#
Battery "ife 24 12
6isp"ay 16 #
.a$era ? !%sic # #4
!%"ti$edia #4 #2
(ota" 2## 1##
T#b"e sh%(ing used br#nds %n !%nsu)er
Brand .%rrent"y
01ned
Percentage 01ned in t*e
past
Percantage
Nokia / 4/ 6 43
Sony Ericson 46 23 42 21
!otoro"a 1 #/ 32 16
Sa$s%ng 2# 1# 1 #/
&odafone #6 #3 #6 #3
Spice #4 #2 #4 #2
:< # #4 12 #6
(ota" 2## 1## 2## 1##
T#b"e sh%(ing !%nsidering #ttributes "i/e *#ri%us +#!i"ities
Brand No of respondent Percentage
Nokia 1#4 52
Sony Ericson 44 22
!otoro"a 16 #
Sa$s%ng 12 #6
&odafone 1# #5
Spice #4 #2
:< 1# #5
(ota" 2## 1##
:uestionnaire
Res'%ndent Det#i"s
N#)e 0
Age 0
2ender 0
Address 0
-%bi"e 0
B; (hi!h )%bi"e d% %u 're+er<
A3 N%/i#
B3 S%n Eri!s%n
C3 -%t%r%"#
D3 S#)sung
E3 V%d#+%ne
83 -i!r%)#4
23 S'i!e
BC H%( "%ng #g% did %u 'ur!h#se it<
A3 Less th#n three )%nth #g%
B3 =-H )%nth #g%
C3 J-;C )%nth #g%
D3 Fithin '#st C e#rs
E3 -%re th#n C e#rs #g%
B= Fhi!h %+ the +%""%(ing st#te)ent is best !h%i!e %u (hen 'ur!h#sing # )%bi"e 'h%ne<
A3 St"e
B3 In+%t#in)ent
C3 -u"ti)edi#
D3 Business
E3 C%nne!ted
B> Fhi!h %ne %+ the +%""%(ing %'ti%n %u !h%%se (hen 'ur!h#sing # )%bi"e 'h%ne<
A3 C#""s
B3 S-S
C3 Br%(se the internet
D3 T#/e $h%t%s
E3 Che!/ e)#i"s
83 Re!%rd *ide%
23 -usi!
H3 -%bi"e TV
B? 8%r (h#t re#s%n %u !h%%se the )%bi"e br#nd<
A3 C%n*enien!e H#ndset
B3 C%st !%ntr%"
C3 V#"ue #dded Ser*i!e
D3 Dis!%unts
BH Fhi!h +#!t%rs in+"uen!ed %u in 'ur!h#sing the )%bi"e br#nd %u #re !urrent" using<
A3 $ri!e@E++ers
B3 Br#nd n#)e
C3 A*#i"#bi"it in st%re
D3 Di++erent si5e
E3 -%bi"e b#tter
BJ Se"e!t +%""%(ing %'ti%n is in st%re )#r/eting )#teri#"s th#t )# i)'#!t sh%''er’s
'ur!h#se de!isi%n +%r )%bi"e 'h%ne<
A3 In st%re TV
B3 Br%#!hers
C3 D#ng"er
D3 8"%%r st#ndee
E3 $%ster
83 Le#+"et
BM Y%u !%nsider %(ing # )%bi"e h#ndset #s #
A3 Ne!essit
B3 St#tus
C3 Lu4ur
BI Fhi!h %ne %+ the +%""%(ing best des!ribes %ur !urrent e)'"%)ent st#tus<
A3 E)'"%ed +u"" ti)e
B3 E)'"%ed '#rt ti)e
C3 Se"+ e)'"%ed
D3 8u"" ti)e h%)e )#/er
E3 8u"" ti)e student
B;D (hi!h is the +%""%(ing best des!ribe the highest "e*e" %+ edu!#ti%n %u h#*e !%)'"eted<
A3 E"e)ent#r s!h%%" gr#du#te
B3 -idd"e s!h%%" gr#du#te
C3 High s!h%%" gr#du#te
D3 Uni*ersit degree
E3 $%st gr#du#te
B;; Fh#t is %ur )%nth" in!%)e<
A3 ;D,DDD-;;,III
B3 ;C,DDD-;D,III
C3 CD,DDD-C>,III
D3 C?,DDD-CI,III
E3 =D,DDD-=>,III
83 =?,DDD #nd #b%*e
B;C Fh#t %ther br#nds %+ )%bi"e 'h%ne reg#rd"ess %+ t'e h#*e %(ned in the '#st<
Current" E(n E(ned in the '#st
5) N%/i# OOOOOOOOOO OOOOOOOOOOOOOOO
B) S%n Eri!s%n OOOOOOOOOO OOOOOOOOOOOOOOO
.) -%t%r%"# OOOOOOOOOO OOOOOOOOOOOOOOO
6) S#)sung OOOOOOOOOO OOOOOOOOOOOOOOO
E) V%d#+%ne OOOOOOOOOO OOOOOOOOOOOOOOO
9) S'i!e OOOOOOOOOO OOOOOOOOOOOOOOO
Research always starts with a question or a problem. Its purpose is to question through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studied.
A
Project Report
ON
“ To study the consumer behavior for purchasing mobile handsets ”
For
IMRB International
PUNE
Submitted To
Universit o! Pune" Pune
In Partial Ful!ilment o! Re#uirement
For t$e A%ard o! &e'ree o!
MASTER OF BUSINESS A&MINISTRATION
(Mar)etin'*
Submitted B
Mr+ ,arje Raviraj Nat$a
ROLL NO. MB0!"0
(Batc$-.//0-1/*
Under t$e 'uidance o!
#rof.Ms.$ma #eth%ar
NAV-SAHYADRI CHARITABLE TRUST’S
&N'T&T$T( O) B$'&N('' M*N*+(M(NT , R('(*R-./ -.*0*N.
1(-L*R*T&ON
I, the undersigned, hereb de!"#re th#t the $r%&e!t Re'%rt entit"ed “To stud t$e consumer
be$aviour !or purc$asin' mobile $andset2 (ritten #nd sub)itted b )e t% the Uni*ersit %+
$une, $une in '#rti#" +u"+i"")ent %+ the re,uire)ents +%r the #(#rd %+ degree %+ -#ster %+
Business Ad)inistr#ti%n under the guid#n!e %+ #rof.Ms.$ma #eth%ar. Is ) %rigin#" (%r/ #nd
the !%n!"usi%ns dr#(n therein #re b#sed %n the )#teri#" !%""e!ted b )se"+.
$"#!e0 $une 12#r&e R#*ir#& N#th#3
D#te0 Rese#r!h Student
*-0NO2L(1+(M(NT
This is the '"e#sure )%*e)ent +%r )e t% e4'"i!#te ) energi5ed inte""igen!e. Th#n/s t% C%-
C%%rdin#t%r -r. 6#(#nt $#ti" #nd t% ) guide -iss. #rof.Ms.$ma #eth%ar
. Institute %+ Business -#n#ge)ent 7 Rese#r!h, Ch#/#n. 8%r #!!%))%d#ting #d*i!e during the
rese#r!h #nd he"' 'r%*ided b the) in 're'#r#ti%n %+ this re'%rt. This re'%rt is guided b their
!%-%'er#ti%n #nd 'r#!ti!#b"e suggesti%n. This stud (%r/ !%u"d be +inished (ith in the 'eri%d.
I g%t !h#n!e t% re!%gni5e ) gr#titude t% #"" st#++ t% -.B.A. de'#rt)ent +%r )#/ing
#*#i"#b"e #"" +#!i"ities t% !%)'"ete the rese#r!h (%r/. As (e"" #s t% #"" %thers (h% e4tended the
're!i%us !%-%'er#ti%n b 'r%*iding #"" d%!u)ents #nd det#i"s re,uired +%r this (%r/.
(3ecutive 'ummary4 5
The tit"e %+ the stud is “Stud %+ the !%nsu)er beh#*i%ur +%r 'ur!h#sing -%bi"e
H#ndsets9.
This stud (#s !%ndu!ted under the Rese#r!h Intern#ti%n#" %+ I-RB Intern#ti%n#" %n
beh#"+ %+ di++erent )%bi"e br#nd h#ndsets. I-RB Intern#ti%n#" is # "e#ding )#r/et rese#r!h
!%)'#n in Indi# t% 'r%*ide the )#r/et rese#r!h re'%rts t% (e"" est#b"ished n#ti%n#" !%)'#nies.
The stud (#s !#rried %ut in #nd #r%und $une Cit #nd dur#ti%n (#s %+ t(% )%nth.
During the stud I h#*e *isited t% the res'%ndents (h% #re !urrent" using #nd used in the
'#st the *#ri%us )%bi"e h#ndsets %+ s%)e br#nded !%)'#nies.
E#!h res'%ndent h#s gi*en his +eedb#!/ #nd suggesti%n (hi!h !#n be he"' t% identi+ the
!%nsu)er beh#*i%ur +%r 'ur!h#sing di++erent )%bi"e h#ndsets. S%)e %+ the res'%ndent needs
)%re in+%r)#ti%n #b%ut di++erent )%bi"e br#nd h#ndsets (hi!h h#s gi*en )e t% sh%( the) #t the
ti)e %+ inter*ie( #nd sh%( s#tis+#!t%r res'%nses reg#rding 'ur!h#sed %+ di++erent )%bi"e
h#ndsets.
A'#rt +r%) this 'r%&e!t I h#*e d%ne di++erent #ssign)ents gi*en b I-RB Intern#ti%n#"
"i/e tr#!t%r 'r%&e!t, "i+e insur#n!e 'r%&e!t, !ber !#+: 'r%&e!t et!.
R('(*R-. 1('&+N
RESEARCH DESI2N0
A rese#r!h design is # s'e!i+i!#ti%n %+ )eth%d #nd 'r%!edures %r #!,uiring the
in+%r)#ti%n needed. It is the %*er#"" '#ttern %r +r#)e(%r/ %+ the 'r%&e!t th#t sti'u"#tes (h#t is t%
be !%""e!ted, +r%) (hi!h s%ur!es, b (h#t 'r%!edure.
Ob6ectives
#rimary Ob6ective
;3 T% stud !%nsu)er beh#*i%r #nd in!re#se )#r/et sh#re #nd !re#te dist#n!e +r%)
!%)'etiti%n.
'econdary ob6ective
;. T% +ind the #ttributes (hi!h in+"uen!ed the !ust%)ers in se"e!ting '#rti!u"#r
)%bi"e h#ndsets<
2. T% stud the !%nsu)er’s beh#*i%ur t%(#rds di++erent )%bi"e h#ndsets.
=. T% /n%( s'e!i+i! #s'e!ts re"#ted t% the buing beh#*i%r %+ the )%bi"e users.
>. T% /n%( the !%nsu)er 're+eren!es #nd !h%i!es.
?. T% /n%( the '%tenti#" %+ the )#r/et #nd e4'#nd int% ne( )#r/ets #nd business.
S!%'e %+ the stud0 -
The 'resent stud is !%nt#ined t% $une !it #nd it is de!ided #s t% !%nsider di++erent )%bi"e
h#ndsets "i/e N%/i#, S%n Eri!s%n, L2, S#)sung, V%d#+%ne, -%t%r%"#, s'i!e, s#ge), et!. rendered t%
the !ust%)ers. In $une !it, there #re #*#i"#b"e di++erent )%bi"e h#ndsets "i/e N%/i#, S%n Eri!s%n, L2,
S#)sung, V%d#+%ne, -%t%r%"#, s'i!e, s#ge), et!. The )#in %b&e!ti*e %+ this stud is t% #n#"5e the
!%nsu)er beh#*i%ur during t#/ing ne( )%bi"e h#ndsets.
St#te)ent %+ $r%b"e)0 -
As there #re # "#rge nu)ber %+ !ust%)er 're+eren!e di++erent br#nd %+ )%bi"e h#ndset, the stud
(#s !%ndu!ted in $une !it t% /n%( !%nsu)er beh#*i%r t%(#rds di++erent )%bi"e h#ndsets. S% th#t it
(%u"d he"' t% di++erent )%bi"e !%)'#nies t% identi+ the !%nsu)er beh#*i%ur.
Need %+ the stud0-
In t%d#’s s!en#ri% )%bi"e #re *#st used in e4!h#nge %+ in+%r)#ti%n be!%)es the ne!essit %+ "i+e
t% # !%))%n )#n. In )%dern (%u"d #s indi*idu#" tends t% !%))uni!#te #nthing t% e*erthing tight
+r%) the '"#!e (here he %r she st#nds. E*en (hi"e riding # *ehi!"e he %r she (#nts t% !%))uni!#te
(ithin # +r#!ti%n %+ se!%nd (ith !"e#r *%i!e, (ith%ut #n disturb#n!e. Cust%)er (#nts )%re +#!i"it in
)%bi"e "i/e S-S, design, dur#bi"it, s%und, ,u#"it, dis'"#, !#)er#, , )usi!, )u"ti)edi#, internet,
dis!%unt 'ri!e, #*#i"#bi"it et!. T%d# the )%bi"e h#ndset !%)'#n gr%(th h#s been e4!e""ent. D# b
d# )#n ne( #ttr#!ti*e s!he)es, 'r%*ide #dditi%n#", #dd +e( ne( +e#tures t% e4isting %nes , redu!e the
'ri!e %+ )%bi"e, intr%du!e *#rieties %+ h#ndset )%de"s # he#"th !%)'etiti%n th#t bene+its subs!ribers
hen!e in this !%nte4t. It is i)'%rt#nt t% stud (hi!h sh#'e the !%nsu)ers )ind during t#/ing %r
s(it!hing %*er the ne( )%bi"e h#ndsets.
7
8. R('(*R-. M(TO1OLO+9
Rese#r!h #"(#s st#rts (ith # ,uesti%n %r # 'r%b"e). Its 'ur'%se is t% ,uesti%n thr%ugh
the #''"i!#ti%n %+ the s!ienti+i! )eth%d. It is # sste)#ti! #nd intensi*e stud dire!ted t%(#rds #
)%re !%)'"ete /n%("edge %+ the sub&e!t studied.
-#r/eting rese#r!h 1-R3 is the +un!ti%n (hi!h "in/s the !%nsu)er, !ust%)er #nd 'ub"i!
t% the )#r/eter thr%ugh in+%r)#ti%n- in+%r)#ti%n used t% identi+ #nd de+ine )#r/eting
%''%rtunities #nd 'r%b"e)s gener#te, re+ine, #nd e*#"u#te )#r/eting #!ti%ns, )%nit%r )#r/eting
#!ti%ns, )%nit%r )#r/eting 'er+%r)#n!e #nd i)'r%*e underst#nding %+ )#r/et #s # 'r%!ess.
-#r/eting rese#r!h s'e!i+ies the in+%r)#ti%n re,uired t% #ddress these issues, designs, #nd the
)eth%d +%r !%""e!ting in+%r)#ti%n, )#n#ge #nd i)'"e)ented the d#t# !%""e!ti%n 'r%!ess,
#n#"ses the resu"ts #nd !%))uni!#te the +indings #nd their i)'"i!#ti%n
-#r/eting Rese#r!h is, thus, de+ined #s, the sste)#ti!, %b&e!ti*e #nd e4h#usti*e se#r!h
+%r #nd stud %+ the +#!ts re"#ting t% #n 'r%b"e) in the +ie"d %+ )#r/eting.
“A)eri!#n -#r/eting Ass%!i#ti%n9, de+ines -R #s the sste)#ti! g#thering, re!%rding
#nd #n#"5ing %+ d#t# #b%ut 'r%b"e)s re"#ting t% the )#r/eting %+ g%%ds #nd ser*i!es.
Thus, three /e ide#s reg#rding )#r/eting rese#r!h #re0-
i. -#r/eting rese#r!h is !%n!erned (ith studing #n %+ the )#ni+%"d
'r%b"e)s in )#r/eting.
ii. Its 'ur'%se is t% #id de!isi%n-)#/ing in the )#r/eting +ie"d.
iii. Sste)#ti! g#thering #nd #n#"sis %+ in+%r)#ti%n is its r%ute in #!hie*ing
its 'ur'%se.
Types of research45
a. :ualitative MR 4
• It is used in e4'"%r#t%r rese#r!h (%r/.
• E4'resses #nd su))#ri5es d#t# n%n-nu)eri!#""@,u#"it#ti*e".
• T#!/"es # "i)ited nu)ber %+ res'%ndents.
• It in*%"*es in-de'th 'r%be.
• It in*%"*es n%n-stru!tured ,uesti%ning@%bser*#ti%n
• Is the s%+t *ersi%n %+ -R.
• $r%*ides insights %n )#r/eting 'r%b"e)s.
• 8in#" !%urse %+ #!ti%n !#nn%t de'end %n its +indings.
a. :uantitative MR4
- 'r%&e!t (%r/ is !%n!erned (ith this t'e %+ rese#r!h. It h#s the +%""%(ing +e#tures0-
• It is used )%re in !%n!"usi*e rese#r!h 'r%&e!ts.
• E4'resses #nd su))#ri5es d#t# nu)eri!#""@,u#"it#ti*e".
• T#!/"es # "#rge nu)ber %+ res'%ndentsA %+ten #)%unts t% "#rge-s!#"e sur*es.
• It in*%"*es "i)ited 'r%be (ith "i)ited ,uesti%ns.
• It in*%"*es stru!tured ,uesti%ning@%bser*#ti%n
• Is the h#rd *ersi%n %+ -R.
• $r%*ides h#rd +#!ts %n )#r/eting 'r%b"e)s.
• 8in#" !%urse %+ #!ti%n !#n de'end %n its +indings
8." The Mar%eting Research #rocess
As )#r/eting rese#r!h is # sste)i! #nd +%r)#"i5ed 'r%!ess, it +%""%(s # !ert#in se,uen!e %+
rese#r!h #!ti%n. The )#r/eting 'r%!ess h#s the +%""%(ing ste's0
De+ining the )#r/eting 'r%b"e)
Identi+ing the -R 'r%b"e) in*%"*ed
S'e!i+ing the in+%r)#ti%n re,uire)ent
De*e"%'ing the rese#r!h design
De*e"%'ing the rese#r!h 'r%!edure @ instru)ent +%r g#thering the in+%r)#ti%n
2#thering the in+%r)#ti%n 1D#t# !%""e!ti%n3
An#"5ing #nd inter'reting the in+%r)#ti%n
Su))#rising the +indings @ $re'#ring the rese#r!h re'%rt
8.! 1ata -ollection Method0.
8."." #rimary data4
It is %rigin#" d#t#, +irst h#nd #nd +%r the s'e!i+i! 'ur'%se %+ the rese#r!h
'r%&e!t. 8%r this 'r%&e!t, I h#*e used the +%""%(ing !%))%n rese#r!h instru)ent0-
? :uestionnaire4
Buesti%nn#ire de*e"%')ent is the !riti!#" '#rt %+ 'ri)#r d#t# !%""e!ti%n &%b.
8%r this I h#*e 're'#red # ,uesti%nn#ire in su!h #(# th#t it is #b"e t% !%""e!t #"" re"e*#nt
in+%r)#ti%n reg#rding the 'r%&e!t.
In this ,uesti%nn#ire, I h#*e used )%st" !"%se-ended ,uesti%ns th#t #re e#sier
t% be #ns(ered b res'%ndents 1!%nsu)ers3 #nd #"s% e#sier +%r inter'ret#ti%n #nd
t#bu"#ti%n 7 %ne %'en-ended ,uesti%n t% t#/e the %'ini%n %+ the res'%ndents in their %(n
(%rds. The ,uesti%ns (ere #s/ed t% the !%nsu)ers !%*ering 'er!e'ti%n t%(#rds their
'ur!h#se, 'ri!e %+ the 'r%du!t, 'ur'%se +%r using the 'r%du!t, !h#r#!teristi! %+ the
'r%du!t, br#nd i)#ge, e++e!ti*eness %+ the #d*ertise)ents, s#"es 'r%)%ti%n#" #!ti*ities,
%*er#"" %'ini%n #b%ut the 'r%du!t, et!.
8%r !%""e!ting the #ns(ers +r%) the #b%*e ,uesti%nn#ire, I h#*e used the
+%""%(ing !%))%n )eth%d0-
? &ntervie;4
It is the )%st !%))%n )eth%d +%r !%nt#!ting !%nsu)ers 7 !%""e!ting 'ri)#r
d#t#. 8%r this 'r%&e!t I h#*e used +%""%(ing t'e %+ inter*ie(0-
? #ersonal intervie;4
It is the )%st e4tensi*e" used )eth%d. It en#b"es better !%ntr%" %+ the s#)'"e
#nd ensures #ns(ers +r%) the res'%ndents. It #"s% 'r%*ides +%r # t#!t+u" #''r%#!h t% the
res'%ndent sin!e it is b#sed %n # 'ers%n-t%-'ers%n t#"/. But this )eth%d is gener#"" )%re
e4'ensi*e #nd ti)e !%nsu)ing.
8%r this 'r%&e!t e#!h inter*ie( (#s t#/ing ;? t% CD )inutes t% !%)'"ete.
Inter*ie( (#s #"s% de"#ed due t% un-#*#i"#bi"it %+ res'%ndent in h%use.
8."." 'econdary data.
It (#s !%""e!ted t% #dd the *#"ue t% the 'ri)#r d#t#. D#t# reg#rding I-RB,
Intern#ti%n#" 1Indi#n -#r/eting Rese#r!h Bure#u3 hist%r, its 'r%+i"e #nd %ther ne!ess#r
re!%rds #nd in+%r)#ti%n (#s !%""e!ted b re+erring t% (ebsite, )#g#5ines, #nnu#" re'%rts,
re+eren!e b%%/s, d#i" ne(s'#'ers, et!.
8.! 'ample design4
8.!." 'ample $nit45
8%r studing !%nsu)er beh#*i%ur %+ s#)'"es (ere se"e!ted +r%) $une !it.
8.!.! 'ample si. -hoice of purchasing decision45
8r%) #)%ng the 'ur!h#se %+ #"tern#ti*es the !%nsu)er )#/es the s%"uti%n. It )# be t%
bu %r n%t t% bu. I+ the de!isi%n is t% bu
The %ther #dditi%n#" de!isi%ns #re0
Fhi!h t'es %+ bi/e he )ust bu< 8r%) (h%) t% bu # bi/e
H%( the '#)ent t% be )#de< And s% %n.
The )#r/eter u' t% this st#ge h#s tried e*er )e#ns t% in+"uen!e the 'ur!h#se beh#*i%r,
but the !h%i!e is 'r%'er" !%nsu)ers. In the e*#"u#ti%n st#ge the !%nsu)er +%r)s 're+eren!es
#)%ng the br#nds in the !h%i!e set. The !%nsu)er )# #"s% +%r) #n intenti%n t% but the )%st
're+erred br#nd.
@. #ost #urchase Behavior45
A+ter 'ur!h#se the 'r%du!t, the !%nsu)er (i"" e4'erien!e the s#)e "e*e" %+ 'r%du!t. The
-#r/eter’s &%b n%t end (hen the 'r%du!t is buing )ust )%nit%r '%st-'ur!h#se s#tis+#!ti%n, '%st-
'ur!h#se #!ti%n, '%st-'ur!h#se use #nd dis'%s#"
?#ost #urchase 'atisfaction0-
The buer, S s#tis+#!ti%n is # +un!ti%n %+ !"%seness bet(een the buer, S e4'e!t#ti%n #nd
the 'r%du!ts $er!ei*er 'er+%r)#n!e.
The "#rger the g#' bet(een e4'e!t#ti%n #nd 'er+%r)#n!e the gre#ter the !%nsu)er
diss#tis+#!ti%n.
?#ost purchase *ction45
The C%nsu)er, S s#tis+#!ti%n %r diss#tis+#!ti%n (ith the 'r%du!t in+"uen!e subse,uent
beh#*i%r. I+ the !%nsu)er s#tis+ied, he %r she (i"" e4hibit # higher 'r%b#bi"it %+ 'ur!h#sing the
'r%du!t #g#in.
Diss#tis+#!ti%n !%nsu)er )# #b#nd%n #nd return the 'r%du!t.
?#ost5#urchase $se or 1isposal4-
The )#r/eter sh%u"d #"s% )%nit%r ne( buers use #nd dis'%se %+ the 'r%du!t. I+ the
!%nsu)er st%re the 'r%du!t in # !"%se, the 'r%du!t is 'r%b#b" n%t *er s#tis+ing. I+ the
!%nsu)er thr%(s the 'r%du!t #(#, the )#r/eter needs t% /n%( h%( the dis'%se %+ itA
es'e!i#"" it !#n be hurt the en*ir%n)ent.
-haracteristic of Buyer Behaviors
The !hie+ !h#r#!teristi!s %+ the buers beh#*i%rs #re #s +%""%(0-
A"B It !%nsists %+ )ent#" #nd 'hsi!#" #!ti*ities (hi!h !%nsu)ers undert#/e t% get g%%ds
#nd ser*i!es #nd %bt#in s#tis+#!ti%n +r%) the).
A!B It in!"udes b%th %bser*#b"e #!ti*ities su!h #s (#"/ing thr%ugh the )#r/et t% e4#)ine
)er!h#ndise #nd )#/ing # 'ur!h#se #nd )ent#" #!ti*ities-su!h #s +%r)ing #ttitudes, 'er!ei*ing
#d*ertising )#teri#", #nd "e#rning t% 're+er '#rti!u"#r br#nds.
A8B C%nsu)er beh#*i%rs #re *er !%)'"e4 #nd dn#)i! t% !%nst#nt" !h#nging. And
there+%re, )#n#ge)ent needs t% #d&ust (ith the !h#nge %ther(ise )#r/et )# be "%t.
A=B The indi*idu#"s s'e!i+i! beh#*i%rs in the )#r/et '"#!e is #++e!ted b intern#" +#!t%r,
su!h #s need , )%ti*es, 'er!e'ti%n, #nd #ttitudes, #s (e"" #s b e4tern#" %+ en*i%ur)ent#"
in+"uen!es su!h #s the +#)i" s%!i#" gr%u's, !u"ture, e!%n%)i!s #nd business in+"uen!es.
-OM#*N9 #RO)&L(
&MRB &nternational
Abbre*i#ted #s Indi#n -#r/eting Rese#r!h Bure#u.
Est#b"ished in ;IJ;, I-RB Intern#ti%n#" is # 'i%neer in )#r/et rese#r!h. A )e)ber %+ the
K#nt#r 2r%u', F$$Ls in+%r)#ti%n, insight #nd !%nsu"ting di*isi%n. I-RBLs +%%t'rint e4tends
#!r%ss ;; !%untries - Indi#, $#/ist#n, B#ng"#desh, Sri L#n/#, Dub#i, S#udi Ar#bi#, Eg't,
Sing#'%re, -#"#si#, K%re# #nd L%nd%n
Fith %*er ;CDD +u"" ti)e st#++, I-RB 'r%*ides high ,u#"it !%n!e'tu#"i5#ti%n, str#tegi!
thin/ing, e4e!uti%n #nd inter'ret#ti%n s/i""s. I-RB Intern#ti%n#" is the %n" rese#r!h !%)'#n in
Indi# th#t %++ers su!h # (ide r#nge %+ rese#r!h b#sed ser*i!es t% its !"ients. I-RB Intern#ti%n#"Ls
s'e!i#"ised #re#s in!"udes !%nsu)er )#r/et rese#r!h b%th ,u#ntit#ti*e #nd ,u#"it#ti*e, industri#"
)#r/et rese#r!h, business t% business )#r/et rese#r!h, s%!i#" #nd rur#" )#r/et rese#r!h, )edi#
rese#r!h, ret#i" rese#r!h, #nd !%nsu)er '#ne"s.
*bacus )ield
Ab#!us 8ie"d h#nd"es the +ie"d %'er#ti%ns +%r #"" the business di*isi%ns in I-RB. Ab#!us
8ie"d h#s # net(%r/ %+ ;? regi%n#" %++i!es s're#d #!r%ss the !%untr th#t gi*es I-RB the
!#'#bi"it t% run '#n Indi# rese#r!h 'r%&e!ts s)%%th" 7 e++e!ti*e". An e4#)'"e %+ the
)#gnitude %+ Ab#!us 8ie"d %'er#ti%ns !#n be g#uged +r%) the +%""%(ing0
• En #n gi*en d# #b%ut ?DDD +ree"#n!ers (%r/ +%r Ab#!us 8ie"d
• Te"e C#"" Centre h#s CHC se#ts, is "%!#ted in De"hi, B#ng#"%re #nd -u)b#i, #nd d%es
;,D>, DDD inter*ie(s 'er )%nth.
• H%useh%"d $#ne" - MI,MDD h%useh%"d *isited e*er )%nth
• MDDD 'r%&e!ts h#nd"ed in %ne e#r
• M.M "#! )#nd#s %+ inter*ie(ing in %ne e#r
• =J "#! inter*ie(s d%ne in %ne e#r
Ab#!us 8ie"d is !%nsistent" stri*ing t% e4!eed !"ient e4'e!t#ti%ns, thr%ugh high ,u#"it
(%r/, integrit, inn%*#ti*eness #nd bui"ding # !u"ture (hi!h 'r%)%tes 'r%+essi%n#" #nd
'ers%n#" gr%(th %''%rtunities.
Ab#!us 8ie"d is he#ded b Ni/hi" R#(#", Sr Vi!e $resident.
Our Milestones
• Indi#’s +irst TV r#ting sste)
• Indi#’s +irst R#di% Audien!e -e#sure)ent sste)
• Indi#’s +irst IT #nd Internet studies end%rsed b industr #ss%!i#ti%ns
• Indi#’s +irst #nd "#rgest H%useh%"d $#ne"
• Instru)ent#" in setting u' %+ -#r/et Rese#r!h S%!iet %+ Indi# 1-RSI3 in ;IMM
• Cre#ti%n %+ S%!i#" E!%n%)i! C"#ssi+i!#ti%n 1SEC3 sste), b Ashut%sh Sinh# +r%) the
-#r/eting S!ien!es 2r%u', 7 used b #"" -R !%)'#nies in Indi#
• $#th bre#/ing b%%/ %n e)'"%ee "%#"t “The T#% %+ L%#"t9 b A&it R#% %+ CS--
1Cust%)er S#tis+#!ti%n -e#sure)ent 7 -#n#ge)ent3
• Agen! %+ the e#r #(#rd, instituted in CDDH #t -RSI, +%r t(% !%nse!uti*e e#rs , CDDH
7 CDDJ
• $resenting !utting edge rese#r!h +%r se*er#" e#rs #t intern#ti%n#" +%ru)s in!"uding
ESE-AR #nd (%n #(#rds
Our 'trengths
• Seni%r )%st rese#r!hers in the industr
• S'e!i#"ists (ith industr@se!t%r /n%("edge
• Intern#ti%n#" t%%"/it in s'e!i#"i5ed businesses
• Str#tegi! -#r/eting C%nsu"t#n!
• L#rgest +ie"d net(%r/ +%r !ust%) rese#r!h
• Arr# %+ Sndi!#ted d#t#b#ses
• Industr tr#!/ing 7 en*ir%n)ent#" s!#n
• -u"ti-!%untr rese#r!h !#'#bi"it
-onsumer Research 4 'tudies
C%n!e't Tests
C%r'%r#te I)#ge Studies
N#)e Tests
$#!/#ging Rese#r!h
$ri!ing Rese#r!h
$r%du!t Tests #nd C"ini!s
Ret#i" Studies
Seg)ent#ti%n #nd $r%+i"ing Studies
Si)u"#ted Test -#r/eting
Us#ge #nd Attitude Studies
&MRB &nternational4 )ootprints
'ervicesOffered
The de'th #nd bre#dth %+ ser*i!es th#t (e 'r%*ide #re e4tensi*e #nd in!"udes rese#r!h #nd
#d*is%r ser*i!es in the +%""%(ing #re#s0
Ad*ertising, 'r%)%ti%n #nd )edi# rese#r!h
BCB #nd Industri#" Rese#r!h
Br#nd Rese#r!h
Cust%)er S#tis+#!ti%n Rese#r!h
C%r'%r#te #nd E)'"%ee Rese#r!h
Ch#nne" #nd Ret#i" Rese#r!h
$r%du!t #nd $#!/#ging Rese#r!h
$ri!ing Rese#r!h
Str#tegi! -#r/et Rese#r!h
-ster Sh%''er Insights 1-SI3
Mar%et *nalytics4 1ata #rocessing .ouse to the Est#b"ished in CDD;, Ab#!us -#r/et
An#"ti!s unit %++ers # (ide r#nge %+ ser*i!es t% #"" the rese#r!h units in I-RB. These in!"ude
d#t# 'r%!essing, !h#rting, st#tisti!#" #n#"sis, d#t#b#se )#n#ge)ent 7 u'd#ti%n, s%+t(#re
de*e"%')ent 7 testing.
Ab#!us D#t# $r%!essing 1D$3, # '#rt %+ Ab#!us -#r/et #n#"ti!s, %++ers si)i"#r ser*i!e t%
intern#ti%n#" !"ients. D$’s C"ients in!"ude -i""(%rd Br%(n #!r%ss Asi# $#!i+i!, A+ri!# #nd
Austr#"#si#, K#nt#r E'er#ti%ns in UK, B-RB Intern#ti%n#" in UK, A-RB in the -idd"e E#st
#nd N A+ri!#, RI in Asi# $#!i+i! 7 the Br#nd Sur*e C%)'#n in S A+ri!#.
In the d#s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0
• Ad*#n!ed #n#"ti!s
• Ad*#n!ed st#tisti!#" ser*i!es
• -%de"ing #nd trend #n#"ses
• D#t#b#se !re#ti%n #nd )#n#ge)ent
• D#t# )ining
• S!ri'ting
• D#t# inter'ret#ti%n #nd re'%rting
Ab#!us -#r/et An#"ti!s is he#ded b Suni" B#/shi, Sr Vi!e $resident
&MRB &nternationalCs 1ivisions4 -onsumer Research
Set u' in ;IJ;, the Bu#ntit#ti*e Di*isi%n #t I-RB Intern#ti%n#" is the %"dest rese#r!h unit
in the !%untr. In %ur three de!#des %+ rese#r!h e4'erien!e in Indi#, (e h#*e (%r/ed %n #")%st
#"" 'r%du!t !#teg%ries, #nd h#*e the e4'ertise in the entire g#)ut %+ rese#r!h )eth%d%"%gies #nd
te!hni,ues
'ectors ;e research
I-RB Intern#ti%n#" h#s been the 'i%neer in !%ndu!ting )#r/et rese#r!h e4er!ises +%r
se*er#" se!t%rs. T%d#, there is h#rd" #n se!t%r th#t I-RB Intern#ti%n#" h#snLt rese#r!hed.
8r%) '%t#t% (#+ers t% $Cs, !ig#rettes t% !e""u"#r 'h%nes, #"!%h%" t% #ir !%nditi%ners #nd bubb"e
gu)s t% bui"ding )#teri#"s &ust n#)e it #nd (e h#*e rese#r!hed it.
Agri!u"ture #nd Agr%-'r%du!ts
A"!%h%"
Aut%)%ti*e
Bui"ding #nd C%nstru!ti%n
C%nsu)er Dur#b"e
Distributi%n@ Ret#i" Tr#de
H%useh%"d C#re
IT@Internet
Industr #nd Business
-edi# #nd Entert#in)ent
S%!i#" #nd Rur#" 7 2%*ern)ent
T%b#!!%
Engineering Se!t%r
Edu!#ti%n Se!t%r
$r%!essed 8%%d
S'%rts 2%%ds 7 A!!ess%ries
He#"th C#re
8in#n!e@B#n/ing@ Insur#n!e
Energ #nd En*ir%n)ent
Te"e!%)
$r%!essed Be*er#ges
C%s)eti!s 7 $ers%n#" C#re
He#* Industries@Che)i!#"s@Industri#"@-iner#"s
Kids $r%du!ts
Eut(e#r@C"%thing@8%%t(e#r@A!!ess%ries
E++i!e $r%du!ts 7 Ser*i!es 1n%n IT@n%n te"e!%)3
$#'er $r%du!ts@-#!hiner
Ser*i!es
T%uris), Tr#*e" 7 Leisure
Uti"ities@In+r#stru!ture
&MRB &nternationalCs 1ivisions
I-RB Intern#ti%n#" h#s been %++ering +%r %*er =? e#rs, b%th gener#" #s (e"" #s s'e!i#"ist
rese#r!h ser*i!es t% !"ients in Indi# #nd %*erse#s. I-RB Intern#ti%n#" %'er#tes %ut %+ its +i*e +u""
ser*i!e %++i!es in -u)b#i, De"hi, K%"/#t#, Chenn#i #nd B#ng#"%re #nd is su''%rted b ;? %ther
regi%n#" !enters +%r !%""e!ti%n %+ sur*e in+%r)#ti%n
In the d#s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0
• Ad*#n!ed #n#"ti!s
• Ad*#n!ed st#tisti!#" ser*i!es
• -%de"ing #nd trend #n#"ses
• D#t#b#se !re#ti%n #nd )#n#ge)ent
• D#t# )ining
• S!ri'ting
• D#t# inter'ret#ti%n #nd re'%rting
Ab#!us -#r/et An#"ti!s is he#ded b Suni" B#/shi, Sr Vi!e $resident
&MRB &nternational has eight specialist units4
"B #robe :ualitative Research A#:RB4
$r%be Bu#"it#ti*e Rese#r!h 1$BR3 (#s est#b"ished in ;IJI, in the be"ie+ th#t ,u#"it#ti*e
rese#r!h de)#nds e4'ertise #nd tr#ining in'uts %+ #n e4!e'ti%n#" /ind. 8r%) its in!e'ti%n $BR
h#s been #ss%!i#ted (ith "e#ding intern#ti%n#" ,u#"it#ti*e rese#r!h %rg#ni5#ti%ns. It is the "#rgest
#nd +#stest gr%(ing ,u#"it#ti*e rese#r!h %rg#ni5#ti%n in the !%untr.
$BR 'r%*ides rese#r!h (hi!h is #n#"ti!#" #nd #!ti%n#b"e, see/ing t% res%"*e '#rti!u"#r
!"ient 'r%b"e)s #nd ,uesti%ns #nd 'r%*iding +uture dire!ti%n. It #"s% 'r%*ides high ,u#"it insight
#nd )u"ti-dis!i'"in#r e4'"%r#ti%n %+ !%nsu)er )%ti*#ti%n #nd beh#*i%r thr%ugh # str%ng b#se %+
)u"ti"ingu#" rese#r!h e4e!uti*es #nd )%der#t%rs.
!B Media , #anel +roup4
In!%r'%r#ted in ;IIC, -edi# 7 $#ne" 2r%u' h#nd"es sndi!#ted ser*i!es "i/e H%useh%"d
$#ne", TR$ Sste), NRS #nd !ust%)i5ed )edi# rese#r!h 'r%&e!ts. The gr%u' re*enues !%)e
+r%) +%ur di++erent businesses *i5. Sndi!#ted !%nsu)er '#ne"s, -edi# Rese#r!h, Ret#i"
Rese#r!h 7 S%+t(#re.
The !%nsu)er '#ne"s #*#i"#b"e (ith -$2 #re #s under0
H%useh%"d $ur!h#se $#ne" N -#r/et $u"se
Indi*idu#" $ur!h#se $#ne" N i)'u"se
Chi"dren’s $#ne"
U's!#"e $#ne" N -#r/et $u"se E"ite.
-$2 is h%)e t% the "#rgest dedi!#ted )edi# rese#r!h unit in the !%untr 7 '#rt %+ K#nt#r -edi#
Rese#r!h 1K-R3, %++ering !ust%)i5ed 7 sndi!#ted studies #!r%ss $rint, Te"e*isi%n, R#di%, #nd
Eut %+ H%)e !#teg%ries. It h#s t% its !redit T#rget 2r%u' Inde4 1T2I3, # g"%b#" sur*e +r%)
K-R in*%"*ing HD !%untries #nd is Indi#’s %n" sing"e s%ur!e sur*e.
-indTe!h Sste)s is the unit (ithin -$2 (hi!h su''%rts the in-h%use s%+t(#re needs,
"i!enses its 'r%'riet#r s%+t(#re #nd !"ient s'%ns%red de*e"%')ent#" 'r%&e!ts.
The Ret#i" di*isi%n #i)s t% be #n integr#ted ret#i" rese#r!h b#sed !%nsu"t#n! b "e*er#ging the
I-RB’s e4'ertise in underst#nding !%nsu)ers #nd !%nsu)er beh#*i%r.
In the d#s #he#d, -$2 #s'ires t% de*e"%' ret#i" e4'ertise +%r I-RB. A"s%, the unit (ishes t%
"#un!h s'e!i#"ist '#ne"s (hi!h #i) t% +i"" in the g#'s in )#r/eters’ underst#nding %+ their t#rget
!%nsu)ers #nd ne( sndi!#ted ser*i!es "i/e 2e% De)%gr#'hi! $r%+i"ing, F#""et -%nit%r C 7
$#ntr Che!/. It #"s% #i)s t% de*e"%' rese#r!h #''r%#!hes +%r )e#suring e)erging )edi# "i/e
F%rd %+ -%uth, -%bi"e )edi#.
-$2 !urrent" %'er#tes %ut %+ -u)b#i, De"hi, B#ng#"%re 7 Chenn#i.
8B -'MM4 #artners in Managing 'ta%e holding Relationships4
Cust%)er S#tis+#!ti%n -#n#ge)ent 7 -e#sure)ent 1CS--3 is #n inde'endent,
s'e!i#"ist unit %+ I-RB Intern#ti%n#" #nd the e4!"usi*e )e)ber %+ the F#"/er In+%r)#ti%n
2"%b#" Net(%r/ 1FI2N3 in the Indi#n sub!%ntinent.
As # s'e!i#"ist unit %+ I-RB Intern#ti%n#", CS-- 'r%*ides the (idest +ie"d !%*er#ge
(ith +i*e +u"" ser*i!e %++i!es #nd ;= +ie"d %++i!es in De"hi, C#"!utt#, -u)b#i, Chenn#i,
B#ng#"%re, Hder#b#d, C%!hin, $une, $#tn#, Ah)#d#b#d, 2u(#h#ti, Bhub#nes(#r #nd
Lu!/n%(. CS-- ser*i!es !"ients in Indi# #nd neighb%ring !%untries 1Sri L#n/#, B#ng"#desh,
$#/ist#n #nd Ne'#"3 #nd this di*erse net(%r/ h#s )#de CS-- the "e#ding 'r%*ider %+
st#/eh%"der 'r%du!ts #nd ser*i!es in S%uth Asi#.
As the e4!"usi*e )e)ber %+ the F#"/er In+%r)#ti%n 2"%b#" Net(%r/ 1FI2N3 in S%uth
Asi#, CS-- uses the 'r%'riet#r t%%"s de*e"%'ed b F#"/er In+%r)#ti%n, the re!%gni5ed
'i%neers in St#/eh%"der -e#sure)ent #nd -#n#ge)ent (ith %*er =D e#rs e4'erien!e. The
net(%r/ %++ers the (%r"dLs )%st th%r%ugh" tested #nd 'r%*en sste) #nd #"s% 'r%*ides
#''r%'ri#te ben!h)#r/s thr%ugh the FI2N N%r)#ti*e D#t#b#se T-.
CS-- 'r%*ides # r#nge %+ !%nsu"ting 'r%du!ts #nd ser*i!es t% )#n#ge e4tern#" !ust%)er
s#tis+#!ti%n #nd e)'"%ee !%))it)ent t% integr#te st#/eh%"der )e#sure)ent #nd )#n#ge)ent
e++%rts int% the !%)'#nLs de!isi%n-)#/ing 'r%!ess #t #"" "e*e"s. F%r/ing (ith %*er MD !"ients
+r%) di*erse se!t%rs, in!"uding +in#n!i#" ser*i!es, h%te"s, #nd te"e!%))uni!#ti%ns, ret#i"ing, #nd
!%nsu)er 'r%du!ts, #ut%)%ti*e #nd engineering@industri#" g%%ds CS-- 'r%*ides str#tegi!
in+%r)#ti%n ser*i!es t% enh#n!e !ust%)er "%#"t #)%ngst b%th end !ust%)ers #nd tr#de !h#nne"
!ust%)ers #s (e"" #s t% bui"d e)'"%ee !%))it)ent.
CS-- %++ers # te#) %+ high" tr#ined #nd e4'erien!ed !%nsu"t#nts (ith )u"ti-dis!i'"in#r
b#!/gr%unds. T% #ssist %u in %ur St#/eh%"der -#n#ge)ent 'r#!ti!es, %ur !%nsu"t#nts h#*e
e4'erien!e in !%ndu!ting )u"ti-!%untr #nd regi%n#" 'r%gr#))es +%r "e#ding Indi#n #nd
)u"tin#ti%n#" !%)'#nies, #!r%ss *#ri%us se!t%rs #nd #re e,ui''ed t% gi*e %u 'r%+essi%n#" #nd
#!!ur#te #ssist#n!e +%r %ur str#tegi! de!isi%ns, in!"uding de'"%)ent #nd integr#ti%n #ssist#n!e
=B B&R14 Research -onsultancy for B!B and Technology Mar%ets4
BIRD0 Rese#r!h-b#sed C%nsu"t#n! +%r BCB #nd Te!hn%"%g )#r/ets is # Rese#r!h
b#sed !%nsu"t#n! #r) N BCB #nd te!hn%"%g )#r/ets. E'er#ting %ut %+ +%ur "%!#ti%ns in Indi#,
*i5., -u)b#i, Ne( De"hi, B#ng#"%re #nd Chenn#i, BIRD h#s been #d*ising !"ients +r%) Indi#
#nd #!r%ss the g"%be sin!e the "#st =? e#rs.
BIRD h#s )#de signi+i!#nt !%ntributi%ns b #dding *#"ue t% )#r/eting de!isi%n )#/ing
#t b%th !%r'%r#te #nd business unit "e*e"s thr%ugh #!ti%n#b"e insights #nd gr%und-bre#/ing
rese#r!h. It %++ers ser*i!es #s0
• Macro/meso level 1'%'u"#r" des!ribed #s “the big 'i!ture93 su!h #s underst#nding the
!%)'etiti*e )#r/et '"#!e, industr trends, regu"#t%r en*ir%n)ent, %r entering ne(
)#r/ets.
• Micro level su!h #s br#nd@'r%du!t '%siti%ning, !ust%)er seg)ent#ti%n, !h#nne"
'er!e'ti%n, )#r/et si5ing, 'ri!ing #nd distributi%n str#teg, ne( 'r%du!t de*e"%')ent et!
The #bi"it t% "%%/ #t business +r%) # br%#der 'ers'e!ti*e, #t the s#)e ti)e
h%ning %n t% the n#rr%(er 'er+%r)#n!e i)'r%*e)ent st#nd'%ints is BIRD strength #nd
ste)s +r%) the +%""%(ing0
@B (5Technology +roupD &MRB4
S'e!i#"i5es in s%!i#" rese#r!h #nd in !%ndu!ting rese#r!h %n e)erging rur#" )#r/ets. It
h#s st#++ (ith s'e!i#" e4'ertise in !%ndu!ting Kn%("edge, Attitudes 7 $r#!ti!e 1KA$3, Studies
%n he#"th #nd s#nit#ti%n, (#ter, en*ir%n)ent #nd %ther +ie"ds, in Indi# #s (e"" #s intern#ti%n#"".
EB 'ocial and Rural Research &nstitute A'R&B4
S'e!i#"i5es in s%!i#" rese#r!h #nd in !%ndu!ting rese#r!h %n e)erging rur#" )#r/ets. It
h#s st#++ (ith s'e!i#" e4'ertise in !%ndu!ting Kn%("edge, Attitudes 7 $r#!ti!e 1KA$3, Studies
%n he#"th #nd s#nit#ti%n, (#ter, en*ir%n)ent #nd %ther +ie"ds, in Indi# #s (e"" #s intern#ti%n#"".
FB &MRB MindTech 'ystems4 'oft;are development house4
A !"ient ser*i!ing %riented s'e!i#"i5ed s%+t(#re unit %+ -edi# 7 $#ne", -u)b#i
+#!i"it#ting s%"uti%ns t% !riti!#" business ,uesti%ns. -indTe!h Sste)s h#s been 'r%*iding
business s%"uti%ns sin!e CDDD #nd h#s thus #!,uired #n e4tensi*e e4'ertise in -#r/et Rese#r!h
#''"i!#ti%ns. H#*ing b#sed %urse"*es %n the +e#tures de)#nded b "#rge n%. %+ !%)'#nies, (e
h#*e !re#ted inn%*#ti*e, user-+riend" #''"i!#ti%ns.
Eur s%"uti%ns he"' !"ients t% !%n*ert )#r/eting rese#r!h /n%("edge int% #!ti%ns.
GB *bacus Mar%et *nalytics4 1ata #rocessing .ouse of the 2orld4
Est#b"ished in CDD;, Ab#!us -#r/et An#"ti!s unit %++ers # (ide r#nge %+ ser*i!es t% #""
the rese#r!h units in I-RB. These in!"ude d#t# 'r%!essing, !h#rting, st#tisti!#" #n#"sis, d#t#b#se
)#n#ge)ent 7 u'd#ti%n, s%+t(#re de*e"%')ent 7 testing.
Ab#!us D#t# $r%!essing 1D$3, # '#rt %+ Ab#!us -#r/et #n#"ti!s, %++ers si)i"#r ser*i!e t%
intern#ti%n#" !"ients. D$’s C"ients in!"ude -i"" (%rd Br%(n #!r%ss Asi# $#!i+i!, A+ri!# #nd
Austr#"#si#, K#nt#r E'er#ti%ns in UK, B-RB Intern#ti%n#" in UK, A-RB in the -idd"e E#st
#nd N A+ri!#, RI in Asi# $#!i+i! 7 the Br#nd Sur*e C%)'#n in S A+ri!#.
I-RB Intern#ti%n#" h#s eight s'e!i#"ist units #)%ng (hi!h (e (%r/ed +%r t(% unit’s i.e. CS--
1Cust%)er s#tis+#!ti%n )#n#ge)ent #nd )e#sure)ent3 #nd BIRD 1rese#r!h C%nsu"t#n! +%r
BCB #nd te!hn%"%g )#r/et. The 'r%&e!ts 'endu"u) #nd net b%%/ #nd net
T%'s (ere 'r%&e!ts under BIRD rest %thers (ere under CS--.
In the d#s #he#d, the /e business de*e"%')ent #re#s identi+ied in!"ude0
• Ad*#n!ed #n#"ti!s
• Ad*#n!ed st#tisti!#" ser*i!es
• -%de"ing #nd trend #n#"ses
• D#t#b#se !re#ti%n #nd )#n#ge)ent
• D#t# )ining
• S!ri'ting
• D#t# inter'ret#ti%n #nd re'%rting
Ab#!us -#r/et An#"ti!s is he#ded b Suni" B#/shi, Sr Vi!e $resident
1ata analysis
T#b"e sh%(ing 're+eren!e %+ )%bi"e 'h%ne
Brand No of respondent Percentage
Nokia 112 56%
Sony Ericson 4 24%
!otoro"a 16 #%
Sa$s%ng 12 #6%
&odafone 6 #3%
!icro$a' 2 #1%
Spice 4 #2%
(ota" 2## 1##%
T#b"e sh%(ing 'ur!h#se 'eri%d
Period No of respondent Percentage
#)3 $ont*s 1# 5
3)6 $ont*s 26 13
+ $ont*s , 1 year 32 16
1)2 year 4 24
!ore t*an 2 years 4 42
(ota" 2## 1##
T#b"e sh%(ing !h%i!e %+ 'ur!h#se %+ )%bi"e 'h%ne
State$ent No of respondent Percentage
Sty"e 42 21%
-nfotain$ent 2# 1#%
!%"ti$edia 26 13%
B%siness 14 #+%
.onnected / 4/%
tota" 2## 1##%
T#b"e sh%(ing )%bi"e %'ti%n (hi!h !%nsu)er uses
0ption No of respondent Percentage
.a""s 2 41%
S!S 24 12%
Bro1se t*e -nternet 16 #%
(ake P*otos 2# 1#%
.*eck e$ai"s 1# #5%
2ecord 3ideo 1 #/%
!%sic 22 11%
!obi"e (& # #4%
(ota" 2## 1##%
T#b"e sh%(ing re#s%ns +%r !h%%sing %+ )%bi"e br#nd
2eason No of respondent Percentage
.on3enience 4andsets /4 4+%
.ost .ontro" 4 24%
&a"%e 5dded Ser3ice 16 #%
6isco%nts 42 21%
(ota" 2## 1##%
T#b"e sh%(ing in+"uen!ing +#!t%rs %+ 'ur!h#sing
-nf"%encing factor No of respondent Percentage
Price70ffers 54 2+%
Brand na$e 6 43%
53ai"abi"ity in store 2 14%
6ifferent si8e 1 #/%
!obi"e battery 14 #+%
(ota" 2## 1##%
T#b"e sh%(ing i)'#!t %+ sh%''er’s 'ur!h#se de!isi%n +%r )%bi"e 'h%ne
0ption No of respondent Percentage
-n store (& 34 1+%
Broac*ers 1 #/%
6ang"ers 3 1/%
9"oor standee # #4%
Poster 1#2 51%
(ota" 2## 1##%
T#b"e sh%(ing !%nsider %(ing # )%bi"e h#ndset #s #
0ption No of respondent Percentage
Necessity 122 61
Stat%s 56 2
:%'%ry 22 11
(ota" 2## 1##
0ption No of respondent Percentage
E$p"oyed f%"" ti$e 42 21
E$p"oyed part ti$e 1 /
Se"f e$p"oyed 44 22
9%"" ti$e *o$e $aker 5 2/
9%"" ti$e st%dents 3 1/
(ota" 2## 1##
T#b"e sh%(ing the highest "e*e" %+ edu!#ti%n
0ption No of respondent Percentage
E"e$entary sc*oo"
grad%ate
22 11
!idd"e sc*oo"
grad%ate
2 14
4ig* sc*oo" grad%ate 36 1
;ni3ersity degree 62 31
P< =%a"ification 52 26
(ota" 2## 1##
T#b"e sh%(ing res'%ndent’s )%nth" in!%)e
0ption 2espondent %
1#>###)11>/// 42 21
12>###)1/>/// 5 2/
2#>###)24>/// 34 1+
25>###)2/>/// 3# 15
3#>###)34>/// 22 11
35>###?abo3e 14 +
(ota" 2## 1##
5ttrib%tes No. 0f cons%$er %
6esign 26 13
Brand +# 35
6%rabi"ity 32 16
So%nd =%a"ity 2# 1#
Battery "ife 24 12
6isp"ay 16
.a$era ?$%sic 4
!%"ti$edia 4 2
(ota" 2## 1##
T#b"e sh%(ing 're+eren!e %+ 'ur!h#sing %+ )%bi"e h#ndsets
5ttrib%tes No of respondent Percentage
6esign 26 13
Brand +# 35
6%rabi"ity 32 16
So%nd @%a"ity 2# 1#
Battery "ife 24 12
6isp"ay 16 #
.a$era ? !%sic # #4
!%"ti$edia #4 #2
(ota" 2## 1##
T#b"e sh%(ing used br#nds %n !%nsu)er
Brand .%rrent"y
01ned
Percentage 01ned in t*e
past
Percantage
Nokia / 4/ 6 43
Sony Ericson 46 23 42 21
!otoro"a 1 #/ 32 16
Sa$s%ng 2# 1# 1 #/
&odafone #6 #3 #6 #3
Spice #4 #2 #4 #2
:< # #4 12 #6
(ota" 2## 1## 2## 1##
T#b"e sh%(ing !%nsidering #ttributes "i/e *#ri%us +#!i"ities
Brand No of respondent Percentage
Nokia 1#4 52
Sony Ericson 44 22
!otoro"a 16 #
Sa$s%ng 12 #6
&odafone 1# #5
Spice #4 #2
:< 1# #5
(ota" 2## 1##
:uestionnaire
Res'%ndent Det#i"s
N#)e 0
Age 0
2ender 0
Address 0
-%bi"e 0
B; (hi!h )%bi"e d% %u 're+er<
A3 N%/i#
B3 S%n Eri!s%n
C3 -%t%r%"#
D3 S#)sung
E3 V%d#+%ne
83 -i!r%)#4
23 S'i!e
BC H%( "%ng #g% did %u 'ur!h#se it<
A3 Less th#n three )%nth #g%
B3 =-H )%nth #g%
C3 J-;C )%nth #g%
D3 Fithin '#st C e#rs
E3 -%re th#n C e#rs #g%
B= Fhi!h %+ the +%""%(ing st#te)ent is best !h%i!e %u (hen 'ur!h#sing # )%bi"e 'h%ne<
A3 St"e
B3 In+%t#in)ent
C3 -u"ti)edi#
D3 Business
E3 C%nne!ted
B> Fhi!h %ne %+ the +%""%(ing %'ti%n %u !h%%se (hen 'ur!h#sing # )%bi"e 'h%ne<
A3 C#""s
B3 S-S
C3 Br%(se the internet
D3 T#/e $h%t%s
E3 Che!/ e)#i"s
83 Re!%rd *ide%
23 -usi!
H3 -%bi"e TV
B? 8%r (h#t re#s%n %u !h%%se the )%bi"e br#nd<
A3 C%n*enien!e H#ndset
B3 C%st !%ntr%"
C3 V#"ue #dded Ser*i!e
D3 Dis!%unts
BH Fhi!h +#!t%rs in+"uen!ed %u in 'ur!h#sing the )%bi"e br#nd %u #re !urrent" using<
A3 $ri!e@E++ers
B3 Br#nd n#)e
C3 A*#i"#bi"it in st%re
D3 Di++erent si5e
E3 -%bi"e b#tter
BJ Se"e!t +%""%(ing %'ti%n is in st%re )#r/eting )#teri#"s th#t )# i)'#!t sh%''er’s
'ur!h#se de!isi%n +%r )%bi"e 'h%ne<
A3 In st%re TV
B3 Br%#!hers
C3 D#ng"er
D3 8"%%r st#ndee
E3 $%ster
83 Le#+"et
BM Y%u !%nsider %(ing # )%bi"e h#ndset #s #
A3 Ne!essit
B3 St#tus
C3 Lu4ur
BI Fhi!h %ne %+ the +%""%(ing best des!ribes %ur !urrent e)'"%)ent st#tus<
A3 E)'"%ed +u"" ti)e
B3 E)'"%ed '#rt ti)e
C3 Se"+ e)'"%ed
D3 8u"" ti)e h%)e )#/er
E3 8u"" ti)e student
B;D (hi!h is the +%""%(ing best des!ribe the highest "e*e" %+ edu!#ti%n %u h#*e !%)'"eted<
A3 E"e)ent#r s!h%%" gr#du#te
B3 -idd"e s!h%%" gr#du#te
C3 High s!h%%" gr#du#te
D3 Uni*ersit degree
E3 $%st gr#du#te
B;; Fh#t is %ur )%nth" in!%)e<
A3 ;D,DDD-;;,III
B3 ;C,DDD-;D,III
C3 CD,DDD-C>,III
D3 C?,DDD-CI,III
E3 =D,DDD-=>,III
83 =?,DDD #nd #b%*e
B;C Fh#t %ther br#nds %+ )%bi"e 'h%ne reg#rd"ess %+ t'e h#*e %(ned in the '#st<
Current" E(n E(ned in the '#st
5) N%/i# OOOOOOOOOO OOOOOOOOOOOOOOO
B) S%n Eri!s%n OOOOOOOOOO OOOOOOOOOOOOOOO
.) -%t%r%"# OOOOOOOOOO OOOOOOOOOOOOOOO
6) S#)sung OOOOOOOOOO OOOOOOOOOOOOOOO
E) V%d#+%ne OOOOOOOOOO OOOOOOOOOOOOOOO
9) S'i!e OOOOOOOOOO OOOOOOOOOOOOOOO