CONSUMERS’ BUYING BEHAVIOUR TOWARDS MOBILE

PHONES IN BHARATPUR

BY

SONALI GUPTA

Symbol No. 20944/18

T.U. Regd No. 7-2-19-63-2018

A Summer project report submitted to

FACULTY OF MANAGEMENT, TRIBHUVAN UNIVERSITY

In the partial fulfillment of the requirements for the degree of

Bachelor of Business Administration

at the

Birendra Multiple Campus

Tribhuvan University

Bharatpur, Chitwan

January, 2023
 STUDENT’S DECLARATION

This is to certify that I have completed the summer project entitled ‘Consumers’ buying
behaviour towards Mobile Phones in Bharatpur’ under the guidance of Mr. Udaya Kumar
Shrestha in partial fulfillment of the requirements for the degree of Bachelor of Business
Administration at Faculty of Management, Tribuvan University. This is my original work
and I have not submitted it elsewhere.

………………

Sonali Gupta

26-01-2023

i
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the report entitled ‘Consumers’ buying behaviour towards Mobile
Phones in Bharatpur’ is an academic work done by Sonali Gupta, student of seventh
semester, submitted in the partial fulfillment of the requirements for the degree of
Bachelor of Business Administration at Faculty of Management, Tribhuvan University
under my guidance and supervision. To the best of my knowledge, the information
presented by her in the summer project has not been submitted earlier.

………………………

Mr. Udaya Kumar Shrestha

Supervisor

January, 2023

ii
 Table of Contents

STUDENT’S DECLARATION.............................................................................................i
CERTIFICATE FROM THE SUPERVISOR.......................................................................ii
List of Tables........................................................................................................................iv
List of Figures........................................................................................................................v
List of Acronyms..................................................................................................................vi
ACKNOWLWDGEMENTS...............................................................................................vii
EXECUTIVE SUMMARY................................................................................................viii
CHAPTER I...........................................................................................................................1
1. INTRODUCTION..........................................................................................................1
1.1 Context Information.................................................................................................1
1.2 Purpose of the Study................................................................................................2
1.3 Significance of the Study.........................................................................................2
1.4 Literature Survey......................................................................................................3
1.5 Conceptual Framework............................................................................................5
1.6 Research Methods....................................................................................................6
CHAPTER II........................................................................................................................11
2. DATA PRESENTATION AND ANALYSIS..............................................................11
2.1 Analysis of primary data........................................................................................11
2.2 Findings and Discussions.......................................................................................28
CHAPTER III......................................................................................................................31
3. CONCLUSION AND ACTION IMPLICATION.......................................................31
3.1 Conclusion.............................................................................................................31
3.2 Action Implication.................................................................................................32
REFRENCES...................................................................................................................33
ANNEXURE........................................................................................................................35

iii
 List of Tables

Table 1 Sex of Respondents.................................................................................................12

Table 2 Age of Respondents................................................................................................12
Table 3 Educational Qualification of Respondent...............................................................13
Table 4 Occupational Status of Respondents.......................................................................13
Table 5 Respondents having own Mobile phone.................................................................14
Table 6 Source influencing to purchase a particular brand of Mobile phone of Mobile
phone....................................................................................................................................14
Table 7 Currently using Mobile brand.................................................................................15
Table 8 Price range of current Mobile phone.......................................................................16
Table 9 Reason of choosing the current brand over others..................................................16
Table 10 Aspect important in purchasing a new phone.......................................................17
Table 11 Time duration of using current Mobile phone......................................................17
Table 12 Frequency of changing Mobile phone..................................................................18
Table 13 Previously used Mobile brand..............................................................................18
Table 14 Brand Loyalty of Respondents..............................................................................19
Table 15 Factors influencing consumers' buying behaviour................................................19
Table 16 Survey on Price of Mobile phones........................................................................20
Table 17 Survey on Brand Image of Mobile phones...........................................................21
Table 18 Survey on Quality of Mobile phones....................................................................22
Table 19 Survey on Advertisement or Offers of Mobile phones.........................................22
Table 20 Survey on Features of Mobile phones...................................................................23
Table 21 Survey on Consumer Buying Behaviour..............................................................24
Table 22 Descriptive Statistics for all Samples....................................................................25
Table 23 Relationship between variables for all samples....................................................26
Table 24 Model Summary....................................................................................................27
Table 25 Impact of variables for all samples.......................................................................27

iv
 List of Figures

Figure 1 Conceptual Framework................................................................................................

v
vi
 List of Acronyms

A : Agree

ANOVA : Analysis of Variance

B : Beta

D : Disagree

e.g. : Example

GPS : Global Positioning System

GWM : Grand Weighted Mean

IOS : i-Phone Operating System

KPIs : Key Performance Indicators

MP3 : MPEG Audio Layer 3

N : Neutral

OS : Operating System

SA : Strongly Agree

SD : Strongly Disagree

S.E. : Standard Error of the Estimate

Sig. : Significance

Std. Error : Standard Error

Wi-Fi : Wireless Fidelity

WM : Weighted Mean

WV : Weighted Value

3G : Third Generation of Mobile Telephony

4G : Fourth Generation Wireless

vii
 ACKNOWLEDGEMENTS

This study entitled ‘Consumers’ buying behaviour towards Mobile Phones in Bharatpur’
has been prepared for partial fulfillment of requirements for the degree, Bachelor of
Business Administration (BBA). This study is focused towards the reason behind
preferring the particular brand of mobile phones by consumers in Bharatpur Metropolitan
City.

I would like to express my deepest appreciation to all the helping hands who supported
directly and indirectly. This study would not have been successfully completed without
their help. It is my genuine pleasure to express deep sense of thanks and gratitude towards
Mr. Udaya Kumar Shrestha for providing me with this opportunity to prepare the report
along with his guidance, valuable advice, continuous encouragement, and motivational
support.

Furthermore, I would also like to express my grateful thanks to all my beloved batch mates
for their sustained assistance. I am thankful to all the respondents who gave their time
without any remuneration in return and participated in this study by filling the
questionnaire and providing necessary information to this study. Additionally, I would like
to place my vote of thanks to my well-wishers for their valuable comments, understandings
and encouragement whenever required.

Last but not the least, I want to express my gratitude to my parents for their emotional and
financial support. I was able to complete this assignment on due time with their assistance
and support. Any errors in the report for which I might be held accountable are therefore
acknowledged. I would be delighted to accept any suggestions and recommendations from
the readers to enhance the report.

………………

Sonali Gupta

January, 2023

viii
 EXECUTIVE SUMMARY

Consumer buying behaviour is defined as a set of actions (both on and offline), steps or
processes which are followed by consumers in the marketplace before (and after) buying a
product or service. These actions are the sum of a consumer’s attitudes, preferences,
intention, and decisions. Consumer buying behaviour is determined by the level of
involvement that a consumer shows towards a purchase decision. It just not only covers
the purchase part but also covers the usability and even the disposal of products or
services. Consumers of Twenty-first Century have perceived mobile phones as a necessity
rather than a luxury. So, the mobile manufacturing companies are introducing new models
with latest and innovative technologies in order to meet needs and wants of consumers.
Smart phone market have become a monopolistically competitive market in the present era
of growing affluency. With a plethora of mobile brands available in market, consumers
consider many factors while purchasing them. The buying decision of consumer is mostly
affected by price, brand image, quality, advertisement or offers and features. This study
elucidate about the consumer’s procuring conduct towards mobile phones within
Bharatpur Metropolitian city. To meet the objectives of this study, google form
questionnaire was administered on 150 people out of which 103 responses were completed
which were taken as sample. Similarly, descriptive and casual comparative research
design were used and the collected primary data via well-structured google form
questionnaire were analyzed using mean, standard deviation, coefficient of variation,
correlation and regression analysis. The major finding of this study shows feature is the
main reason that induces consumers to buy certain mobile phone and it also reveals the
level of satisfaction of consumers in connection with mobile phones.

ix
 CHAPTER I

1. INTRODUCTION

1.1 Context Information

A consumer is the one who purchases a product or service for his/her own need and uses or
consumes it. Consumer can be the decision-maker whether or not to buy any item at the
store or someone who is influenced by advertisements and marketing. Consumer behaviour
is known for recognizing, exploring and searching, choosing and consuming products and
services for fulfilling their needs and requirements (Santosh et al., 2017). Consumer
behaviour find outs, how consumers make decision to buy a particular product and what
are the different factors which are responsible for this choice (Santosh et al., 2017). The
author also focused that the study of mind of consumers is consumer behaviour, like the
time of purchase, how they purchase, why they purchase and for which needs and wants
they wish to fulfill. Brand is termed as a name, term, sign, a design or even a combination
of all these elements which differentiates a product or service from others in the market,
particularly its competitor ( Haroon et al., 2018). Brands are used to differentiate sellers’
offers, and function as a sign of guarantee for consumers (Duarte & Raposo, 2010). Brand
preference is a measure of brand loyalty in which a consumer exercises his decision to
choose a particular brand in presence of competing brands (Sthapit & Shakya, 2010).

The mobile phones were introduced in the mid-1980s and in the last two decades their
ownership and use has increased dramatically in many parts of the world (Poranki, 2017).
The development of mobile communication technology (e. g. Wireless internet, mobile
phone, MP3 player, GPS navigation system) has been a long journey of innovation which
is constantly evolving and updating as a result of consumers’ changing needs and
preferences (Riyath & Musthafa, 2014). Not only needs and wants but also willingness to
buy plays an equal role in inducing an individual to buy (Municipality). Due to heightening
competition and continuous changes in the tastes, preferences as well as requirements of
customers, mobile phone industry all over the globe is currently passing through a
turbulent business environment which is motivating the industry players to constantly
engage in innovation and differentiation in order to meet and satisfy consumer preferences
(Nair & Karthika, 2016). Further, the author declared that majority of the people,
1
irrespective of their age, income and geographic location, have accepted it as a necessary
aspect of their day to lives. With the advancement in the OS used in smart phones such as
android OS, Blackberry OS for Blackberry mobiles, IOS for Apple iPhones, Windows for
Microsoft mobiles and so on, user friendly applications are developed to satisfy the users
(Yoganandan & Saranya, 2017).

1.2 Purpose of the Study

The study primarily aims at examining the reason behind preferring a specific mobile
phone by consumers of Bharatpur Metropolitan city.

The secondary objectives includes:

1. To assess the status of consumer behaviour toward mobile phones.

2. To examine the relationship between price, quality, brand image, advertisement or
offers, features and consumers’ buying behaviour towards mobile phones.
3. To investigate the impact of price, quality, brand image, advertisement or offers
and features on consumers’ buying behaviour.

1.3 Significance of the Study

Today’s consumers are being smarter and shows more consciousness about the product in
order to maintain quality of life. Consumers’ expectations, product preferences, needs and
desires must be taken into consideration since they are considered as the king of the
market. The survival of the company is questionable in the absence of comprehensive
understanding of consumer behaviour. The purpose of this study is to highlight the factors
which influences consumers’ buying decision towards mobile phones.

The rationale of the study about consumers’ buying behaviour towards mobile phones are
enlisted below:

1.3.1 To the Marketing Manager

This study helps the concerned marketing manager in developing, implementing, executing
and gradually improving marketing plans and programmes.

1.3.2 To the Producer

This study assists the producer to manufacture cell phones with regards to fondness of
consumers, leading to more significant sales and profits.

2
1.3.3 To the Student
Students will gain a chance to update their part of knowledge and awareness as well as
learn new facts on the specific topic.

1.4 Literature Survey

Andik et al. (2021) marked the differences among the factors that affected the buying
behaviour of mobile phone between different consumers. The study concluded that brand
awareness was crucial for influencing the purchasing decision of some consumers. In
contrary, brand experience was a major driving force for other consumers.

Poranki (2017) showed variables such as appearance, price, brand image and
advertisement have more explanatory capacity to explain the impact on buying decision
regarding mobile phones. The study disclosed that brand was more favored by consumers.
Likewise, status and impact of the technical, economical, social and personal criterion
were also considered as important altering factors. Further, selection and procurement of
branded mobile phones is done by comparing with the current satisfaction level on that
specific brand.

Municipality revealed that the selection of a particular brand of mobile phone by a

consumer depends more on the quality benefits rendered by the brand. To an extent, the
study detected that apart from brand, product quality, availability, price, brand image and
feathers are also inevitable part in acquiring mobile phones.

Dadzie and Boachie-Mensah (2011) presented promotion, price and availability of product,
attractive packaging and product quality as the major constituents of usage of mobile
phone operator service which need to be embraced while designing responsive marketing
strategies. Additionally, the study disclosed that realization about mobile phone operator
brands have also been developed in most of consumers irrespective of few operator service
advertisements.

Duarte and Raposo (2010) exhibited that the strong influencing factor in shaping
consumers’ fondness towards mobile phone brands, using PLS model, were brand identity,
personality and image, along with self-image congruence whereas the least amending
elements were those which are linked to the consumer and the situation. Similarly, the
study manifested for the sake of strengthening brand equity, there is a need of branded
goods industry to broaden its knowledge about the evolution of brand preference.
3
Khasawneh and Kornreich (1809) concluded that the minuscule players in the market like
micromax, Karbon, lava, lemon, spice and the identical need to reevaluate their strategies
relating to the product, service and marketing activities and come up with the novel
strategies to put their houses in order according to the small settlements. Except for the
basics like affordable pricing and poised quality of the mobile phones, the company should
center their target crowd more towards the younger generation.

Santosh et al. (2017) broadcasted varied aspects that led the consumers to shift their mobile
phones from the current ones. The considerable components for this shift in the mobile
consumers were change in technology, new advanced features, marketing offers by
telecom industries, camera resolution, price and brand image.

Riyath and Musthafa (2014) showed among different factors influencing the purchase
decision regarding a specific mobile brand, price, stylish appearances and perceived
quality are considered as prominent ones in shaping consumers’ fondness towards mobile
brand.

Shujaat and Haroon (2018) made acquainted with the constituents which were given more
significance by the individuals in the course of selecting a mobile phone brands. These
included the self-image of the individuals. The study discovered that though there is a
positive relation between the mobile phone choice and their actual self-image, other factors
should be considered as well.

Yoganandan and Saranya (2017) focused on numerous characteristics that led consumers
to favor a particular smart phone. The study figured out that every single consumer selects
their smart phone based on its colour, apps, style, pricing, Wi-Fi, and technological
characteristics, including dual sim, touch screen, 3G/ 4G, and multi-windows.

Nair and Karthika (2016) viewed as consumers of this millennium have taken mobile
phones as an inevitable part of their personal communication, the players in the market
need to improve their product, pricing and promotional strategies correspondingly. In
addition, the study declared the main reason that induces consumers to buy mobile phone
is quality of the product, which is followed by mobile features.

Chapagain (2019) examined the role and importance of brand in affecting the choice of
mobile phones. Keeping this in view, the study reflected that brand attitude, brand image,

4
brand attributes and reference group mostly affects consumers’ buying decision concerning
mobile phone brand.
Ndadziyira (2017) investigated that mobile industry is growing haphazardly, so in order to
sustain in the market, the marketers must take into considerations of those factors that
consumers contemplate in selecting a mobile phone brand. To an extent, the study detected
that the strong influencing factors of mobile phone brand preferences are brand popularity,
prices, product attributes, social influences along with marketing communications.
Sthapit and Shakya (2010) observed there are mainly two factors which are responsible for
selection of brand by buyers namely, price and efficiency. Additionally, the study also
recommended strategies of advertising and brand promotion as well as of brand tracking
on critical KPIs of the brand and benchmarking.
1.5 Conceptual Framework
A conceptual framework was used to center the dependent and independent variables that
was employed in the study in order to scrutinize consumers’ buying behaviour towards
Mobile Phones in Bharatpur. This study has taken consumer buying behaviour as the
dependent variable which is the function of independent variables including price, quality,
brand image, advertisement or offers and features. The independent variables were taken
from (Riyath & Musthafa, 2014) whereas the dependent variable was derived as per the
purpose of the study.

5
Independent Variable Dependent Variable

Price

Quality

Brand Image Consumer Buying Behaviour

Advertisement or Offers

Features

Figure 1 Conceptual Framework

Source: Riyath and Musthafa (2014)

1.6 Research Methods

1.6.1 Research Design
The study was based on quantitative research approach where descriptive and causal-
comparative research designs were employed so as to deal with consumers’ buying
behaviour towards mobile phones in Bharatpur Metropolitian city consistently.

1.6.2 Population and Sample of the Study

Local Bharatpur residents of varied age groups and backgrounds made up the study’s
population. To determine the population, a questionnaire was accustomed to 150
respondents between 2ndFebruary, 2023 to 4th February, 2023. A sample of 103 consumers
were derived through purposive sampling method.
6
1.6.3 Nature and Sources of data
The buying behaviour towards mobile phones were the main focus of the study, and
primary approaches were used to gather the data. Further, primary data were accumulated
using a well-structured google form questionnaire that embraced questions using a 5-point
Likert Scale. Likewise, the questionnaire was also created based on the other past research,
such as (Dadzie & Boachie-Mensah, 2011), (Poranki, 2017), (Santosh et al., 2017) and
(Municipality).

1.6.4 Definition of the Variables

In this study, a variety of variables are used as dependent and independent variables. Each
variable used in this study has the following definitions:

1.6.4.1 Price
A price is the quantity of payment or compensation given by one party to another in return
for goods or services. Price has positive and significant relationship with consumer buying
behaviour (Ndadziyira, 2017). Further, (Ndadziyira, 2017) also revealed that the relation
the price shares with buying behaviour towards mobile phone is considered as important.

1.6.4.2 Quality
Quality is the ongoing process of building and sustaining relationships by assessing,
anticipating, and fulfilling stated and implied needs. (Ndadziyira, 2017)observed the
relation prevailing between quality of mobile phones and consumer buying behaviour is
positive and significant.

1.6.4.3 Brand Image

Brand image is the current view of the customers about a brand. It can be defined as a
unique bundle of associations within the minds of target customers. A positive and
significant relationship is found between brand image and consumer buying behaviour
(Ndadziyira, 2017).

1.6.4.4 Advertisements or Offers

An advertisement is the promotion of a product, brand or service to a viewership in order
to attract interest, engagement and sales. Likewise, an offer is a conditional proposal made
by a buyer or seller to buy or sell an asset, which becomes legally binding if accepted.
(Ndadziyira, 2017) exhibited the existence of positive and significant relationship between

7
advertisement or offers, a marketing communication channel and consumer buying
behaviour.

1.6.4.5 Features
A feature is a distinctive trait or a special attraction. Features are the product’s traits or
attributes that deliver value to end-users and differentiate a product in the market. There
remains no significant relation between features of mobile phones and consumer buying
behaviour (Ndadziyira, 2017).

1.6.4.6 Consumer Buying Behaviour

Consumer Buying Behaviour is simply defined as the actions which are taken by
consumers before buying a product or service.

1.6.5 Methods of Data Analysis

Various statistical tools were employed in the study in order to analyze the data findings
which are explained in the following sections:

1.6.5.1 Mean
Mean is the arithmetic average of a range of values or quantities computed by dividing by
the total of all values by the number of values. The arithmetic mean is the most commonly
used and readily understood measure of central tendency. It is determined by adding all the
data points in a population and then dividing the total by the number of points. In this
study, mean is calculated to find out the average of the responses given by the respondents
regarding to the different variables in Likert scale question. Mean value of the respondents
in Likert scale question is calculated on all samples.

1.6.5.2 Standard Deviation

Standard deviation is the measure of dispersion, that is used to quantify the amount of
variation or dispersion of a set of data values. It can be defined as the positive square root
of variance. A useful property of standard deviation is that, unlike the variance, it is
expressed in the same units as data. A low standard deviation indicates that the data tends
to be close to the mean of the set, while a high standard deviation indicates that the data
points are spread out over a wider range of values. In this study, standard deviation is
calculated for the responses provided in Likert scale for all samples and for male and
female as well.

8
1.6.5.3 Coefficient of Variation (CV)
The Coefficient of Variation (CV) is a statistical measure of the relative dispersion of data
points in a data series around the mean. It represents the ratio of the standard deviation to
the mean, and it is a useful statistic for comparing the degree of variation from one data
series to another, even if the means are drastically different from one another. The lower
the ratio of the standard deviation to mean return, the better risk-return trade off.

1.6.5.4 Correlation
Correlation is a statistical tool used to measure how strong a relation is between two
variables. Correlations are useful because they can indicate a predictive relationship that
can be exploited in practice. Degree and type of relationship between any two or more
variables vary together over a period. Correlation value falls between -1 to +1 indicate a
high degree of positive correlation, and values close to -1 indicate s high degree of
negative correlation. In this study, correlation is calculated for the respond provided in
Likert scale to find the degree of relation between independent and dependent variables for
all samples.

1.6.5.5 Regression
Regression is a statistical measure that attempts to determine the strength of the
relationship between one dependent variable (usually denoted by Y) and one or more
changing variables (known as independent variable). It includes many techniques for
modelling and analyzing several variables to understand the relationships between
variables. In this study, regression is calculated for the responses provided in Likert scale
to find out direction of relationship between independent variables and dependent variables
for all samples. The theoretical model for the relationship is formulated as equation below:

Y= 0+1P1+2BI2+3Q3+4AO4+5F5+Ei

Where, Y= Consumer buying behaviour

0= Intercept

P1= Price

BI2= Brand Image

Q3= Quality

9
AO4= Advertisement or Offers

F5= Features

Ei= Error

1.6.6 Limitations of the Study

The following are the major limitations of the study:

1. The study only covers the respondents bounded within the Bharatpur Metropolitian
city.
2. This study is based on opinion survey, 2023.
3. The defensibility of this study relies on the truthfulness of the data provided by the
respondents.
4. The study is carried out within limited time period.
5. The study has been conducted on few number of consumers only. Thus the results
of the study may not be generalizable for large group of consumers.

10
 CHAPTER II

2. DATA PRESENTATION AND ANALYSIS

The ambition of this study is to identify the constituents that led Bharatpur consumers to
buy a particular mobile phone. In order to achieve this goal, primary data were collected
and systematically examined in order to generate empirical findings and determine the
causes behind the buying behaviour of local consumers of Bharatpur towards mobile
phones. The presentation and analysis of the gathered data are both included in this
chapter. It displays the outcomes and conclusions drawn from the descriptive and
inferential analysis.

2.1 Analysis of primary data

This section encompasses the empirical investigation which was carried out among
respondents using a well-structured questionnaire distributed via a google form in order to
gauge consumers’ buying behaviour towards mobile phones in Bharatpur. The
questionnaire was provided to 150 respondents out of which only 103 responses were
received, representing a success rate of 68.67%.

Four ways were provided in the survey questionnaire to accumulate responses: a Yes or No
option, a ranking option, a multiple choice option, and a Likert scale. A 5-point Likert
scale, with one representing strongly agree and 5 representing strongly disagree, has been
used to collect data on the perceived importance of determinants. To aid in the descriptive
analysis of the study, the responses obtained from these respondents have been sorted,
collated, and examined. Before being presented in the study, the primary data calculations
were adjusted in excel using SPSS software version 22. Both correlation analysis and
regression analysis were used to examine the data. The annexure contains a sample of
questionnaire schedule.

Sex of Respondents

The Table 1 demonstrates respondents’ profile on the basis of strata of sex category.

11
 Table 1 Sex of Respondents

Sex Frequency Percent

Male 43 41.7
Female 60 58.3
Total 103 100
(Source: Field Survey, 2023)

As shown in Table1, out of 103 respondents which were chosen as sample for the study, 60
were female and the rest 43 were male. This displayed that the female respondents
constituted a majority of 58.3% of total sample respondents while the remaining 41.7 %
were male.

Age of Respondents

The Table 2 shows profile of respondents on the basis of age group.

Table 2 Age of Respondents

Age Frequency Percent

Less than 20 10 9.7
20-30 70 68.0
30-40 6 5.8
Above 40 17 16.5
Total 103 100
(Source: Field Survey, 2023)

As evident from Table 2, the age group less than 20 holds 10 respondents, the age group of
20-30 holds 70 respondents. Likewise, 6 respondents lies in age group of 30-40 and 17 of
them falls in above 40 age group. It can be concluded that the highest number of
respondents were from 20-30 age group representing the total of 68%, followed by above
40 age group with 16.5%, less than 20 age group consisting of 9.7% and the remaining
5.8% of total respondents were from 30-40 age group.

Educational Qualification of Respondents

12
The Table 3 displays respondents’ profile on the basis of strata of educational qualification
category.

Table 3 Educational Qualification of Respondent

Educational Level Frequency Percent

No formal education 3 2.9
Upto SLC 9 8.7
High school (+2) 19 18.4
Bachelor's 65 63.1
Master's degree or above 7 6.8
Total 103 100
(Source: Field Survey, 2023)

The Table 3 revealed that among of the respondents for the study there were 3 respondents
with no formal education which composed of 2.9% of the total respondents, 9 with
educational level upto SLC comprising of 8.7%, 19 were from the high school(+2) level
with 18.4, 7 were from the master’s level or above. And majority of the respondents
(63.1%) were from bachelor’s level with 65 respondents.

Occupational Status of Respondents

Table 4 indicates the respondents’ profile on the basis of strata of occupational status.

Table 4 Occupational Status of Respondents

Occupation Frequency Percent

Student 69 67
Employee 21 20.4
Entrepreneur 8 7.8
Professional 5 4.9
Total 103 100
(Source: Field Survey, 2023)

As evident from the Table 4, highest number of respondents were student with 67%
responses, which is followed by employee category with 21 respondents (20.4%), 8 were

13
entrepreneur with 7.8% of total respondents and the remaining 5 respondents were
professionals representing 4.9% of total respondents.

Respondents having own Mobile phone

Table 5 exhibited that the total number of respondents for the study were 103 among which
101 (98.1%) had their own Mobile phone whereas the remaining 2 (1.9%) respondents
didn’t have their own Mobile phone.

Table 5 Respondents having own Mobile phone

Respondents Frequency Percent

Yes 101 98.1
No 2 1.9
Total 103 100
(Source: Field Survey, 2023)

Source influencing to purchase a particular brand of Mobile phone

Table 6 refers to the sources that influences to purchase a particular brand of Mobile
phone.

Table 6 Source influencing to purchase a particular brand of Mobile phone of Mobile

phone

Sources Frequency Percent

Family and relatives 41 39.8
Friends 20 19.4
Neighbours 1 1.0
Print Media 2 1.9
Electronic Media 39 37.9
Total 103 100
(Survey: Field Survey, 2023)

The Table 6 portrays that maximum number of respondents; 41(39.8%) were influenced to
purchase a particular brand of Mobile phone by family and relatives, 20 respondents

14
(19.4%) were influenced towards their choice of Mobile brands through friends and 1(1%)
respondent was influenced through neighbours. Similarly, 2(1.9%) respondents were
influenced to purchase a particular Mobile brand through means of print media and
39(37.9%) of them were influenced by electronic media.

Currently using Mobile brand

Table 7 specifies the currently used Mobile brands of the respondents.

Table 7 Currently using Mobile brand

Mobile Brands Frequency Percent

Oppo 4 3.9
Xiaomi/ MI/ Redmi 31 30.1
Samsung 29 28.2
iPhone 21 20.4
Other 18 17.5
Total 103 100
(Survey: Field Survey, 2023)

Table 7 concluded that majority of 31 respondents which is corresponding to 30.1% are

currently using the mobile brand Xiaomi/MI/Redmi, 29 respondents corresponding to
28.2% are using Samsung, 21 respondents corresponding to 20.4% are currently using
iPhone. Similarly, Mobile phone brand Oppo is used by 4 respondents corresponding to
3.9% and 18 respondents are using other brands of Mobile phones corresponding to 17.5%.

Price Range of current Mobile phone

The table 8 explains the price range of the respondents’ current Mobile phone. Out of the
total respondents, 44 are currently using the mobile phone that fall in the price range of
(20,000-30,000) which is followed by 36 respondents whose mobile phone comes under
above 30,000 category. Likewise, 17 respondents use mobile phone with price range of
(10,000-20,000) and 6 respondents uses mobile phone of price up to 10,000.

15
 Table 8 Price range of current Mobile phones

Price Range Frequency Percent

Up to Rs.10,000 6 5.8
Rs. (10,000-20,000) 17 16.5
Rs. (20,000-30,000) 44 42.7
Above 30,000 36 35.0
Total 103 100
(Survey: Field Survey, 2023)

Reason of choosing the current brand over others

Table 9 outlines the reasons of choosing the current brand over others.

Table 9 Reason of choosing the current brand over others

Reasons Frequency Percent

Reasonable Price 18 17.48
Great Features 35 33.98
Stylish Design 4 3.88
Quality of Product 37 35.92
Better Durability 9 8.74
Total 103 100
(Survey: Field Survey, 2023)

From Table 2.9 inferred that 17.48% of respondents chose the current brand over others
owing to the factor reasonable price, 33.98% favored the current brand because of great
features, 3.88% preferred the current brand because of stylish design, 8.74% preferred
because of better durability and the majority of 35.92% of respondents chose the current
brand over others due to quality of product.

16
Aspect important in purchasing a new phone

Table 10 reads out the aspects that are important in purchasing a new phone for the
consumers.

Table 10 Aspect important in purchasing a new phone

Aspects Frequency Percent

Brand 20 19.42
Price 11 10.68
Quality 69 66.99
Scheme 2 1.94
Style 1 0.97
Total 103 100
(Source: Field Survey, 2023)

The above table shows that majority of respondents ended up choosing quality as an
important aspect in purchasing a new phone representing 66.99%, followed by brand with
19.42% which is further followed by price with 10.68%. Comparably, minority of
respondents chose style as important aspect in purchasing a new phone representing
0.97%, followed by scheme with 1.94%.

Time Duration of using current Mobile phone

The Table 11 describes time duration of using current Mobile phone.

Table 11 Time duration of using current Mobile phone

Time Frequency Percent

Less than a year 18 17.5
1-2 years 38 36.9
Above 2 years 47 45.6
Total 103 100
(Source: Field Survey, 2023)

17
As indicated in Table 11, 17.5% of respondents were using their current Mobile phone for
less than a year, 36.9% of respondents were using current Mobile phone from 1-2 years
whereas 45.6% were using the current Mobile phone since more than 2 years.

Frequency of changing Mobile phone

The Table 12 discloses the frequency of changing Mobile phone by the respondents.

Table 12 Frequency of changing Mobile phone

Time Lapse Frequency Percent

Within a year 3 2.9
In 1-2 years 10 9.7
In 2-4 years 51 49.5
Above 4 years 39 37.9
Total 103 100
(Source: Field Survey, 2023)

From Table 12, it can be analyzed that out of 103 respondents, 2.9% change their Mobile
phone within a year, 9.7% change their Mobile phone in the time lapse of 1-2 years, 49.5%
change their Mobile phone in 2-4 years and 37.9% of them change their Mobile phone
above 4 years of use.

Previously used Mobile brand

The Table 13 defines the previously used Mobile brand of respondents.

Table 13 Previously used Mobile brand

Mobile Brands Frequency Percent

Oppo 7 6.80
Xiaomi/ MI/ Redmi 30 29.13
Samsung 36 34.95
iPhone 16 15.53
Others 14 13.59
Total 103 100
(Source: Field Survey, 2023)
18
 As indicated in Table 13 it can be seen that 6.80% of the respondents used Oppo earlier,
29.13% of respondents pre-owned Mobile brand Xiaomi/MI/Redmi and the highest
percentage of respondents pre-owned Samsung comprising of 34.95%. Correspondingly,
previously iPhone was owned by 15.53% respondents and 13.59% pre-owned Mobile
brands other than mentioned above.

Brand Loyalty of Respondents

The Table 14 elucidates the brand loyalty of respondents.

Table 14 Brand Loyalty of Respondents

Brand Loyal Frequency Percent

Yes 85 82.52
No 18 17.48
Total 103 100
(Source: Field Survey, 2023)

As can be seen from Table 14, 82.52% of the respondents are loyal towards their brand
whereas 17.48% respondents are not brand loyal.

Factors influencing consumers’ buying behaviour

The consumers’ buying behaviour towards Mobile phones are driven by various factors.
Price, brand image, quality, advertisement or offers, features are some among many other
factors. Choices were given weights based on the number of alternatives for the analysis
the ranking issue. The number of alternatives were 5, the least important choice would get
one point and the most important choice would get five points. The total point available to
each choice were converted into percentage with reference to the total point available for
all choices. The choice with the lowest mean score is ranked as the least important choice
and the one with the highest mean score is ranked as most important.

Table 15 Factors influencing consumers' buying behaviour

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 W

Factors Rank
N % N % N % N % N % M
Price 4 3.90% 3 2.90% 32 31.10% 30 29.10% 34 33.00% 396 3
Brand Image 3 2.90% 7 6.80% 32 31.10% 38 36.90% 23 22.30% 380 4
19
Quality 1 1.00% 2 1.90% 15 14.60% 35 34.00% 50 48.50% 440 2
Advertisement
or Offers 5 4.90% 19 18.40% 50 48.50% 20 19.40% 9 8.70% 318 5
Features 0 0.00% 2 1.90% 13 12.60% 38 36.0% 50 48.50% 445 1
(Source: Field Survey, 2023)

As evident from Table 15, the great majority of respondents ranked features as their first
choice and ranked one, indicating the mean weight of 445. Quality is ranked at 2 by the
respondents with the mean weight of 440. With the mean weight of 396, the respondents of
the study ranked price at 3. In the similar vein, respondents ranked brand image and
advertisement or offers at 4 and 5 respectively. With the mean weight of 318,
advertisement or offers is considered as least significant element among the five in
influencing consumers’ buying behaviour.

Survey on Price of Mobile Phones

The data regarding potential influence of price on the consumers’ buying behaviour
towards Mobile phones was gathered by asking them to express their perspectives
concerning the provided statements on price. The study used 5-point Likert Scale to gather
the stated information where 1 is Strongly Disagree, 2 being Disagree, 3 being Neutral, 4
being Agree and 5 being Strongly Agree. The evidence in this regard is presented in Table
16.

Table 16 Survey on Price of Mobile phones

SD Tota
Statements A DA N A SA l WV WM

I think price matters most for me

whenever I buy any product. 2 8 22 36 35 103 403 3.91

I buy mobile phones when all other

criteria are met even if prices are
slightly high. 2 7 24 52 18 103 386 3.75

GWM 3.83

20
(Survey: Field Survey, 2023)

By analyzing the tabulated responses of the respondents in Table 16, it exhibits that the
respondents strongly agreed with the statement that price matters most for them whenever
they buy any products and they buy Mobile phones when all other criteria are met even if
prices are slightly high with the weighted mean value of 3.19 and 3.75 respectively. The
grand weighted mean value for the independent variable, price is 3.83.

Survey on Brand Image of Mobile phones

The data regarding potential influence of brand image on the consumers’ buying behaviour
towards Mobile phones was accumulated by asking them to express their perspectives
concerning the provided statements on brand image. The study used 5-point Likert Scale to
gather the stated information where 1 is Strongly Disagree, 2 being Disagree, 3 being
Neutral, 4 being Agree and 5 being Strongly Agree. The evidence on this regard is
presented in Table 17.

Table 17 Survey on Brand Image of Mobile phones

SD Tota W
Statements A DA N A SA l WV M
Brand image of the product has a
positive effect on my choice 2 5 26 49 21 103 391 3.80
Unique brand image of mobile
phone influences choice of
purchasing 0 8 42 39 14 103 368 3.57
GWM 3.68
(Source: Field Survey, 2023)

The tabulated responses of respondents in Table 17 unfolds that majority of respondents

strongly agreed with the statement that brand image of the product has a positive effect on
their choice with a weighted mean value of 3.80. Likewise, majority of respondents also
agreed with another statement that the unique brand image of Mobile phone influences

21
their choice of purchasing with a weighted mean value of 3.57. And the grand weighted
mean value for the independent variable, brand image is 3.68.

Survey on Quality of Mobile phones

The data regarding potential influence of quality on the consumers’ buying behaviour
towards Mobile phones was gathered by asking them to express their perspectives
concerning provided statements on quality. The study used 5-point Likert Scale to gather
the stated information where 1 is Strongly Disagree, 2 being Disagree, 3 being Neutral, 4
being Agree and 5 being Strongly Disagree. The result is presented in the Table 18.

Table 18 Survey on Quality of Mobile phones

W
Statements SDA DA N A SA Total V WM
Quality is important for me
whenever I buy any product 2 2 11 42 46 103 437 4.24
I prefer those mobile phones which
offer better quality 3 1 10 46 43 103 434 4.21
GWM 4.23
(Source: Field Survey, 2023)

The Table 18 shows that the maximum number of respondents with the weighted mean
value of 4.24 strongly agreed that quality is important for them whenever they buy any
product. The respondents also agreed that they prefer those Mobile phones which offer
better quality with weighted mean value of 4.21. The grand weighted mean for the
statements associated to the quality is 4.23.

Survey on Advertisement or Offers of Mobile phones

The data regarding potential influence of advertisement or offers on consumers’ buying

behaviour towards Mobile phones in Bharatpur was gathered by asking them to express
their perspectives concerning to given statement on advertisement or offers. The study
used 5-point Likert Scale to gather the stated information. The respondents rated the

22
statements on the basis of their perception and judgement. The evidence in this regard is
presented in Table 19.

Table 19 Survey on Advertisement or Offers of Mobile phones

Statements SDA DA N A SA Total WV WM

Advertisement have effects on
my buying decision process 3 20 43 28 9 103 329 3.19
I will switch from one phone to
other if the latter provides more
offers 2 15 44 28 14 103 346 3.36
GWM 3.28
(Source: Field Survey, 2023)

The Table 19 illustrates that the respondents strongly agreed with the statement that they
will switch from one phone to other if the latter provides more offers with a weighted
mean value of 3.36. Likewise, they also agreed with another statement that advertisement
have effects on their buying decision process with weighted mean value of 3.19. The grand
weighted mean for the independent variable advertisement or offers is 3.28.

Survey on Features of Mobile phones

The data on possible influence of features on consumers’ buying behaviour towards

Mobile phones was accumulated by asking to express their perspectives regarding given
statements on features. The study used 5-point Likert Scale to collect the stated
information. The respondents rated the statements on the basis of their perceptions and
judgement. The evidence on this regard is tabulated in Table 20.

Table 20 Survey on Features of Mobile phones

S W
Statements SDA DA N A A Total V WM
Features included in the phones
influences my purchase decision 0 2 20 54 27 103 415 4.03
I prefer those phones having salient
features 1 3 26 55 18 103 395 3.83
GWM 3.93
23
(Source: Field Survey, 2023)

Table 20 reveals that respondents strongly agreed that features included in the phones
influences their purchase decision with weighted mean of 4.03. Similarly, another
statement, I prefer those phones having salient features is also agreed by respondents with
the weighted mean of 3.83. The grand weighted value of independent variable features is
3.93.

Survey on Consumer Buying Behaviour

Respondents were free to expel their views on the four statements that were mentioned in
the questionnaire regarding the dependent variable, consumer buying behaviour. The study
used a 5-point Likert Scale to gather the stated information. The responses of the
respondents are tabulated in table 21.

Table 21 Survey on Consumer Buying Behaviour

Tota
Statements SDA D N A SA l WV WM
In selection of mobile phone, price is very 2
important for me 1 6 0 43 33 103 410 3.98
I can easily make a choice of phones if it 3
has a good brand image 0 8 2 44 19 103 383 3.72
I don't purchase phones if it doesn't have a 1
good quality 1 4 1 41 46 103 436 4.23
Attractive advertisement and offers of
phones have much to do with my buying 4
behaviour 2 12 0 35 14 103 356 3.46
GWM 3.85
(Source: Field Survey, 2023)

Table 21 depicts that majority of respondents strongly agreed with the statement that they
don’t purchase phones if it doesn’t have a good quality with the weighted mean of 4.23.
Likewise, the respondents also agreed with the statement that they can easily make a

24
choice of phones if it has a good brand image with weighted mean of 3.72. With the
weighted mean of 3.98, respondents agreed the statement that in selection of mobile phone,
price is very important for them. The grand weighted mean value for the dependent
variable, consumer buying behaviour is 3.85.

2.1.1 Descriptive Statistics for all Samples

Table 22 summarized the result of descriptive statistics of the variables under study. The
table depicts the descriptive statistics- mean, standard deviation and coefficient of variation
of the variables under study of all sample respondents.

Table 22 Descriptive Statistics for all Samples

Minimu Maximu Mea

Variables/ Statistics N m m n S.D. C.V.
Price 103 2 10 7.66 1.56 0.20
Brand Image 103 4 10 7.37 1.40 0.19
Quality 103 2 10 8.46 1.62 0.19
Advertisement or Offers 103 2 10 6.55 1.63 0.25
Features 103 4 10 7.86 1.31 0.17
Consumer Buying
Behaviour 103 8 20 15.39 2.47 0.16
(Source: Field Survey, 2023)

Table 22 reveals the descriptive status for the whole sample. It is found that the mean value
for the dependent variable: consumer buying behaviour to be highest among other
variables with the mean of 15.39 followed by quality with the mean value of 8.46, features

25
with mean value of 7.86, price with mean value of 7.66, brand image with mean value of
7.37 and advertisement or offers with mean value of 6.55. Standard deviation is also found
to be highest for consumer preference with value of 2.47 followed by advertisement or
offers with the value of 1.62 in standard deviation. Similarly, advertisement or offers has
the highest coefficient of variation with the value of 0.25 whereas brand image and quality
has lowest value of coefficient of variation of 0.19.

2.1.2 Correlation Analysis

The table 2.23 depicts the correlation analysis of the variables under study which is
conducted for the whole sample. In the study, correlation analysis is done between
independent variable (price, brand image, quality, advertisement or offers and features)
and dependent variable-consumer buying behaviour.

Table 23 Relationship between variables for all samples

Brand Advertisement Consumer Buying

Variables Price Image Quality or Offers Features Behaviour
Price 1.000 0.322** 0.523** 0.407** 0.421** 0.555**
0.001 0.000 0.000 0.000 0.000
Brand Image 1.000 0.366** 0.245* 0.385** 0.417**
0.000 0.012 0.000 0.000
Quality 1.000 0.186 0.499** 0.485**
0.060 0.000 0.000
Advertisement or Offers 1.000 0.357** 0.566**
0.000 0.000
Features 1.000 0.500**

26
 0.000
Consumer Buying Behaviour 1.000

** Correlation is significant at the 0.01 level (2-tailed).

* Correlation is significant at the 0.05 level (2-tailed).

The Pearson correlation analysis in Table 23 shows the relationship between price and
consumer buying behaviour towards Mobile phones is positive and significant at 5 percent
level with the coefficient of 0.555 and p-value of 0.000. In the same way, the relation
between brand image and consumer buying behaviour towards Mobile phones is also
found to be positive i.e., 0.417 and the p-value is 0.000 which depicts the relationship
between brand image and consumer buying behaviour is significant at 99 percent
confidence level or at 5 percent significance level.

The Table 23 indicates there exists positive relation between quality and consumer buying
behaviour towards Mobile phones i.e., 0.485. The p-value of 0.000 shows there is
significant relationship between quality and consumer buying behaviour at 5 percent level.
Similarly, the relationship between advertisement or offers and consumer buying
behaviour is also positive and the result is significant at 5 percent level with the coefficient
of 0.566 and p-value of 0.000. Further, the table exhibits the existence of positive and
significant relationship between features and consumer buying behaviour towards Mobile
phones at 5 percent level having coefficient of 0.500 and p-value of 0.000.

2.1.3 Regression Analysis

Regression analysis assists in finding out the impact of independent variables on the
dependent variable. The regression analysis is administered for the whole sample. In the
study, regression analysis is conducted for the different variables impacting on consumers’
buying behaviour of Mobile phones in Bharatpur. The factors affecting consumer buying
behaviour under study are price, brand image, quality, advertisement or offers and features.
Table 24 and Table 25 outlines the regression analysis.

Table 24 Model Summary

Model R R2 Adjusted R2 S.E. F stat. Sig.

1 0.734 0.539 0.515 1.721 22.638 0.000

27
In the Table 24, R2 implies the explaining power of independent variables on dependent
variables in the regression model. As can be seen in Table 24, the value of R 2 is 0.539
which shows that 53.90% of the variations in the dependent variable, consumer buying
behaviour towards Mobile phones in Bharatpur is explained by five independent variables
namely, price, brand image, quality, advertisement or offers and features as included in the
study.

Additionally, Table 24 generally tests whether the model

y=0+1P1+2BI2+3Q3+4AO4+5 predicts the regression estimation significantly or not
i.e., whether the model is fit or not. Since the significance value in ANOVA is 0.000 as
shown in Table 24 which is less than 0.01, it indicates that the regression estimation or the
regression model of the study to be fit.

Table 25 Impact of variables for all samples

Unstandardized
Model Coefficients T Sig.
B Std. Error
(Constant) 3.003 1.258 2.387 0.019
Price 0.324 0.139 2.333 0.022
Brand Image 0.247 0.137 1.812 0.073
Quality 0.292 0.135 2.156 0.034
Advertisement or
Offers 0.555 0.119 4.653 0.000
Features 0.251 0.162 1.553 0.124

Table 25 discloses that the impact of price, quality and advertisement or offers on
consumers’ buying behaviour towards Mobile phones in Bharatpur is found to be positive
and significant whereas the influence of brand image and features on consumers’ buying
behaviour towards Mobile phones in Bharatpur seems to be positive but insignificant. It is
found that price, quality and advertisement or offers are major predictors.

28
2.2 Findings and Discussions
2.2.1 Major Findings
The study’s utmost aim is to inspect the reason behind preferring a specific mobile phone
by consumers of Bharatpur Metropolitian city. The study also attempts to investigate the
relationship and impact between independent variables: price, brand image, quality,
advertisement or offers and features and dependent variable: consumer buying behaviour.
In order to achieve the study’s goal, numerous quantitative statistical tools and techniques
such as descriptive, correlation and regression analysis were employed. For this purpose,
primary data were gathered utilizing a structured google form questionnaire and they were
then analyzed using mean, standard deviation, coefficient of variation, correlation and
regression systematically to derive findings. On the basis of data analysis, the major
findings of the study are as follows:

1. The relation existing between price and consumer buying behaviour towards
Mobile phones is positive having coefficient of 0.555 and the p-value is 0.000
which shows the relationship between variables is significant at 5 percent level. It
shows that price exerts an influence on mobile phone choices positively, indicating
price as an important factor while consumers are making a decision to buy mobile
phones.
2. The relationship of brand image with consumer buying behaviour is found to be
positive and is significant at 99 percent confidence level with coefficient of 0.417
and p-value of 0.000. This implies increase in the value of brand image provokes
consumers’ buying behaviour.
3. The result showing the coefficient of 0.485 and p-value 0.000 represents positive
relation between quality and consumer buying behaviour and the relation is
significant at 5 percent level respectively. It means that when the quality increases,
buying behaviour of consumers towards a particular mobile phone also increases.
4. There exists a positive relationship between advertisement or offers and consumer
buying behaviour with coefficient of 0.566 and is significant at 5 percent level with
p-value of 0.000. This explains that both advertisement or offers and consumer
buying behaviour move together in a same direction.
5. The relationship between features and consumer buying behaviour towards Mobile
phones is observed to be positive and significant at 5 percent level having

29
 coefficient of 0.500 and p-value of 0.000 which exhibits that consumers prefer
mobile phones only by taking features of phones into consideration.

2.2.2 Discussion
In order to meet the objective of the study, price, brand image, quality, advertisement or
offers and features were identified as variables to be impacting on consumers’ buying
behaviour towards Mobile phones.

Results obtained from the data analysis for price has positive and statistically significant
relationship with consumer buying behaviour towards Mobile phones and also has positive
and significant impact on consumer buying behaviour. The result is consistent with
(Ndadziyira, 2017) demonstrating price aspect of mobile phones plays a vital role in
determining the choice of mobile phone.

There is a positive and significant relationship of brand image with consumer buying
behaviour. The result shows that the impact is also positive but insignificant on consumer
buying behaviour. The output is compatible with (Chapagain, 2019). Consumers wish to
purchase mobile phones which have strong brand image correlating with the matter of
prestige.

Quality seems to have positive and significant relation with consumer buying behaviour
towards Mobile phones and the impact of it on consumer buying behaviour is also positive
and significant. This outcome matches with the findings of (Ndadziyira, 2017) which
shows higher the quality of phones, higher is the decision of selecting that particular
mobile phone by consumers.

There exists a positive and significant relation between advertisement or offers and
consumer buying behaviour towards Mobile phones. The impact is also found to be
positive and significant. The finding of the present study matches with that of (Ndadziyira,
2017). This expels that customers are more drawn to a specific mobile phone when they
are advertised or offered more frequently.

The relation that prevails between features and consumer buying behaviour towards
Mobile phones is positive and significant whereas features has positive but insignificant
impact on consumer buying behaviour. The result of the study does not confirm with

30
(Ndadziyira, 2017) which observed there is no significant relation between features and
consumer buying behaviour

CHAPTER III

31
 CONCLUSION AND ACTION IMPLICATION

3.1 Conclusion
The study of people, groups, or organizations as well as the actions regarding the
acquisition, ingestion and disposal of goods and services. The way consumer feels,
analyzes and prefers can be characterized as their consumer behaviour. Everybody in
todays’ world uses mobile phone. Individuals can be seen using their phones while
walking down the streets and even while driving a vehicle. This actions of the individuals
exemplify the increasing necessity of mobile phones in present millennium. In relation to
this, a study was conducted to scrutinize consumers’ buying behaviour towards Mobile
phones. As per this ambition, google form questionnaire was allotted on 150 respondents
of Bharatpur, out of which 103 responses were received and these were used as the sample
for the study. The study embraced descriptive and casual comparative research design.
Dependent and independent variables were taken to identify and analyze the relationship
between the same using mean, median, standard deviation, coefficient of variation,
correlation and regression. Price, brand image, quality, advertisement or offers and features
were the independent variables and consumers’ buying behaviour was the dependent
variable.

The data analysis demonstrates the relationship between consumers’ buying behaviour and
the pre-mentioned independent variables. This study wound up that price, brand image,
quality, advertisement or offers and features have positive and significant relationship with
consumers’ buying behaviour. According to the outcome of ranking question, the first
significant factor that affects consumer buying behaviour towards Mobile phones is
features. Similarly, quality is ranked as second most crucial factor by the respondents.
Respondents placed price and brand image of phones at third and fourth position
respectively influencing consumer buying behaviour and advertisement or offers as the
least important factor. From the test results of linear regression model, it can be seen that
the overall model is fit. The study discloses that consumers’ buying behaviour towards
Mobile phones is positively and significantly influenced by price, quality and
advertisement or offers whereas the impact of brand image and feature on consumers’
buying behaviour is positive but insignificant. Research demonstrates that advertisement or
offers is the main factor affecting consumers’ buying behaviour towards Mobile phones. In

32
the same vein, price, quality and features are the second, third and fourth highest
determining factor whereas brand image is the least important factor. It is found that price,
quality and advertisement or offers are major predictors of consumer buying behaviour
towards Mobile phones in Bharatpur.

3.2 Action Implication

Every firm needs innovation, but given how rapidly consumer expectations are changing
in overall and particularly for mobile phones, it has become essential for mobile industry.
The study corner stones on several elements or variables that impact on consumers’ buying
behaviour towards Mobile phones and this study’s findings will have broad implications.
As it is aware that advertisement or offers is the most prominent factor in driving people to
choose a particular Mobile phone, the mobile phone industries must continue to enhance
their promotional schemes through different ways; offering discounts and other non-price
offers. By identifying the various elements influencing consumers’ buying behaviour
towards Mobile phones in Bharatpur Metropolitian city, the study’s findings will help the
Mobile phone industries to make improvements in their pricing strategy, quality, brand
image, focus on including innovative features and put forward some interesting
advertisement and offers for the consumers.

33
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35
 ANNEXURE

Consumers’ Buying Behaviour towards Mobile Phones in Bharatpur

Dear Respondents,

It’s me Sonali Gupta currently studying Bachelor of Business Administration (BBA) in

Birendra Multiple Campus, a Tribhuvan University (TU) affiliated college. I am
conducting research entitled “Consumers’ Buying Behaviour towards Mobile Phones in
Bharatpur” as a partial fulfillment of the requirements for the bachelors’ degree. Your
response plays supreme role to complete the survey. So, I would like to humbly request
you to fill the questionnaire. Please be confident that all your responses will be absolutely
kept confidential, and the collected data will be only used for academic purpose. Your
participation in the survey will be highly appreciated.

Thank you for your time and support!

*Required

Section A: Demographic Profile

1. Name*

……………………………

2. Sex*

o Male
o Female

3. Age*

o Less than 20
o 20-30
o 30-40
o Above 40

4. Education Qualification*
36
 o No formal education
o Up to SLC
o High School (+2)
o Bachelor’s
o Master’s degree or above

5. Occupation status*

o Student
o Employee
o Entrepreneur
o Professional

Section B: Consumption Pattern

6. Do you have your own mobile phone?*

o Yes
o No

7. Which source influence you to purchase a particular brand of mobile phone?*

o Family and relatives

o Friends
o Neighbours
o Print Media
o Electronic Media

8. Which mobile phone brand are you using currently?*

o Oppo
o Xiaomi/MI/Redmi
o Samsung
o iPhone
o Other

37
9. In which price range does your mobile phone fall?*

o Up to Rs.10,000
o Rs.(10000-20000)
o Rs.(20000-30000)
o Above 30000

10. Why did you choose this brand over others?*

o Reasonable Price
o Great Features
o Stylish Design
o Quality of Product
o Better Durability

11. Which aspect is more important for you while purchasing a new phone?*

o Brand
o Price
o Quality
o Scheme
o Style

12. For how long have you been using the current mobile phone?*

o Less than a year

o 1-2 years
o Above 2 years

13. How often do you change your mobile phone?*

o Within a year
o In 1-2 years
o In 2-4 years
o Above 4 years

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14. Which brand phone did you use earlier?*

o Oppo
o Xiaomi/MI/Redmi
o Samsung
o iPhone
o Others

15. In future, would you like to purchase the same brand?*

o Yes
o No

Section C: Likert Scale Survey

16. Factors Influencing Consumers’ Buying Behaviour:

Rate the factors on the basis of importance for your preferring decision of Mobile Phones
on the scale of 1 to 5 (where 1= not important at all, 2=not very important, 3= somewhat
important, 4= very important, 5= extremely important)

Factors 1 2 3 4 5
Price
Brand Image
Quality
Advertisement and Offers
Features

17. Independent Variables

Do you agree or disagree with the following statements? (Please choose one scale for each
statement of each factor where 1= strongly disagree, 2= disagree, 3= neutral, 4= agree and
5= strongly agree)

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17.1 Price

Statements 1 2 3 4 5
I think price matter most for me whenever I buy any product
I buy mobile phones when all other criteria are met even if prices are
slightly high.

17.2 Brand Image

Statements 1 2 3 4 5
Brand image of the product has a positive effect on my choice.
Unique brand image of mobile phone influences choice of purchasing.

17.3 Quality

Statements 1 2 3 4 5
Quality is important for me whenever I buy any product.
I prefer those mobile phones which offer better quality.

17.4 Advertisement and Offers

Statements 1 2 3 4 5
Advertisement have effects on my buying decision process.
I will switch from one phone to the other if the latter provides more
offers.

17.5 Features

Statements 1 2 3 4 5
Features included in the phones influences my purchase decision.

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 I prefer those phones having salient features.

18. Dependent Variable

Do you agree or disagree with the following statements? (Please choose one scale for each
statement of each factor where 1= strongly disagree, 2= disagree, 3= neutral, 4= agree and
5=strongly agree)

18.1 Consumer Buying Behaviour

Statements 1 2 3 4 5
In selection of mobile phone, price is very important factor for me.
I can easily make a choice of phones if it has a good brand image.
I don’t purchase phones if it doesn’t have a good quality.
Attractive advertisement and offers of phones have much to do with my
buying behaviour.

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