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behaviour on mobile
phones
INTRODUCTION:It is evident that Telecom Industry are flooded by number of brands, customers
have hundreds of choice to switch from one brand to another. But for a marketer it
is very important to know, why consumers switch? What are the possible reasons
for switching from particular brand? Why consumers are not loyal to a particular.
The objective of this study is to know the factors which are responsible to switch
or to choose a particular brand.
The consumer behaviour is identifying, searching, selecting and consuming
products and services for satisfying their needs and wants. Consumer behaviour
determines how consumers decide to buy our product and what the various factors
responsible for this area.
The companies are always trying to build mutual relationships with their
customers through delivering better value and fulfilling their commitments, but
due to competitive business environment, its becoming difficult for marketers to
do so. The consumer switching behaviour is there in between both, companies and
customers, because the consumer switching behaviour restricts both parties to
make long term relationships and even it breaks the pre-developed long term
relationships.
Generally, there are four categories of factors, which highly affect the consumer
behaviour and also play an important role in switching consumer behaviour. (1)
Cultural Factors are the major influencing factors, which related to the culture, in
which the customer is living and their needs and wants are highly affected by
culture, which includes the culture, sub-culture and social class. (2) Social factors
are societal norms, values and sagas are also affecting the buying behaviour of
consumers like reference groups, family members and role & status of each
member in society. (3) Personal factors are the persons consumer behaviour is
dependent on personal factors like age, life cycle, occupation, income, lifestyle
and personality. (4) Psychological factors are the persons motivation, perception,
learning, beliefs, attitudes and thinking also affects the buying decisions of
consumers.
LITERATURE REVIEW:1. The psychology of how consumers think feels reason and select between
different alternatives like brands, products and retailers. (Perner , 2006).
2. The consumer switching behaviour is basically the behaviour of
consumers in shifting their attitude from one brand (product) to another
brand (product) (Zikiene and Bakanauskas, 2006).
3. . Information society, which influences social, economic, scientific and
political thought processes as well as life styles, is considered to be
revolutionary due to the fact that it not only modifies the production
methods but also all aspects of life (Kumar 2005: 40).
4. The consumer behaviour is identifying, searching, selecting and
consuming products and services for satisfying their needs and wants
(Solomon et al., 2006).
5. The marketers believe that ensuring loyalty and reducing churn are two
options, which not only develops good relationships with customers but
also reduce the switching behaviour of customers (Marshal et al., 2011,
p871).
6. Compared with other US industries selling goods and services, mobile
phone services rank well below the average in customer satisfaction
(Hamblen, 2010).
7. The marketing efforts, like sales promotions, advertising and brand
loyalty are also other influencing factors, which de-motivate the
consumer switching behaviour (Nagar, 2009, p35).
8. The more experience a customer has with a service, the less likely he/she
is to switch (Keavene and Parthasarathy, 2001).
OBJECTIVES:1. To know which brand people are using by age and gender wise.
2. To know the price range of the mobile phone they are using.
3. To know how frequently people change their mobile phone.
age
Total
others
specify
27
56
15-20
Samsung
14
apple
10
21-25
14
25-30
12
above 30
18
25
20
12
43
100
Total
nokia
Total
apple
nokia
others specify
Total
male
12
26
55
female
13
11
17
45
25
20
12
43
100
The above two cross-tables shows the info about the people using at present mobile phone
brand and its relation with both age and gender wise. It shows that 15-20 age groups mostly
use other brands than Samsung, apple and nokia 48.21%. Samsung, apple and nokia are used
by 25%, 17.86% and 8.93 % respectively. 20-25 age groups mostly use other brands than
Samsung, apple and nokia 42.86%. Samsung, apple and nokia are used by 21.43%, 28.57%
and 7.14% respectively. 26-30 age groups mostly use other brands than Samsung, apple and
nokia 41.67%. Samsung, apple and nokia
Above 30 groups mostly use nokia 16.67%. Samsung, apple and other brands
are used by
227.78%.
When it compare to gender wise ,47.27%males are using other brands and
21.82%,16.36%,14.55% are using
respective .and
male
female
Total
Table 2.2:-
10000-20000
Total
20000-30000
30000&above
12
23
12
55
20
14
45
19
43
16
22
100
10000-20000
Total
20000-30000
30000&above
15-20
13
23
11
56
21-25
14
25-30
12
above 30
18
19
43
16
22
100
Total
The above two cross tables shows the info about the price range of the mobile phones and its
relation with both age and gender wise . it shows that percentage of price range of mobiles used
by 15-20 age group of people use less than 10000 is 23.21% and 10000-20000 is 41.07% and
20000-30000 is 16.07%And 30000 above is 19.64%. the percentage of price range of mobiles
used by 21-25 age group of people use less than 10000 is 14.28% and 10000-20000 is 28.57%
and 20000-30000 is 21.42% And 30000 above is 35.71%. the percentage of price range of
mobiles used by 25-30 age group of people use less than 10000 is 8.33% and 10000-20000 is
58.33% and 20000-30000 is 16.66% And 30000 above is 16.66%. the percentage of price range
of mobiles used by above 30 age group of people use less than 10000 is 16.66% and 1000020000 is 50% and 20000-30000 is 11.11% And 30000 above is 22.22%.
When it compare to gender wise males use 21.81% price range of mobile phones is less than
10000 and 10000-20000 is 41.81% and 20000-30000 is 21.81 and 30000 above is
14.54.females use 15.55% price range of mobile phones is less than 10000 and 10000-20000 is
44.44% and 20000-30000 is 8.89 and 30000 above is 31.11
Table 3.1:-
1 year
2 years
Total
15-20
17
16
14
56
21-25
14
25-30
12
above 30
18
12
32
29
27
100
Total
Table 3.2:Gender * how often do you change your mobile Cross tabulation
Count
how often do you change your mobile
6 months
gender
Total
1 year
2 years
Total
male
24
14
55
female
15
18
45
12
32
29
27
100
The above two cross tables shows that info about how often people change their mobile phone
and its relation with both age and gender wise . it shows that 15-20 ,20-25,25-30 and 30 above
age group of people change their mobile phone for 6 month is 16.07%,14.28%,0%,5.55%
respectively. And 15-20 , 20-25,25-30 and 30 above age group of people change their mobile
phone for 1 year is 30.35%,42.85%,41.66%,22.22% respectively .and 15-20 ,20-25,25-30 and
30 above age group of people change their mobile phone for 2 years
is
2 years is 14.28%,33.33%,38.88%,25.45%
respectively
When it compared to gender wise 14.54% male change mobile phones for 6 months, 43.13%,
25.45% and 25.45% change phones for 1 year, 2 year and above 2 years. 8.88% female change
mobile phones for 6 months, 53.33%, 33.3% and 40% change phones for 1 year, 2 year and
above 2 years.
CONCLUSION:From this report we can say that the people whose income is more than 100000 they change
their mobile phones for every 6 months.
From the survey we can say that consumers shift to a new brand because of its features. Now-adays people are attracted towards the new brands like Lenovo, One plus, Asus, etc, rejecting the
brands like Samsung, Nokia etc this is because they are getting the best features with a lower
cost.
REFERENCES:
1. Perner, L. (2006) CONSUMER BEHAVIOR: The psychology of Marketing, 1
August, [Online],March 2012].
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