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Research On Mobile Buying Behaviour

The document discusses research conducted on mobile buying behavior. The research aimed to understand brand loyalty, the relationship between price and income, and how age impacts feature preferences. A questionnaire was distributed to individuals aged 20-40, and chi-square tests were used to analyze the data. The results found that buyers were not usually loyal to their brand, price depended on income, and older individuals cared less about features than younger buyers.

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Rupali Patil
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44 views24 pages

Research On Mobile Buying Behaviour

The document discusses research conducted on mobile buying behavior. The research aimed to understand brand loyalty, the relationship between price and income, and how age impacts feature preferences. A questionnaire was distributed to individuals aged 20-40, and chi-square tests were used to analyze the data. The results found that buyers were not usually loyal to their brand, price depended on income, and older individuals cared less about features than younger buyers.

Uploaded by

Rupali Patil
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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RESEARCH ON MOBILE BUYING BEHAVIOUR

Research Methodology

Study of Mobile buying behavior

Conducted by :
Vinanti Chavan - 188
Amol Ghodekar - 199
Rupali Patil - 216
Pooja Rane - 220
Prabhu Yadav - 233
Karthik Avinash - 237
Agenda

 Objective

 Importance of studying Mobile buying behavior

 Evolution of Mobile phones

 Understanding the Mobile market

 Market Share

 About Research

 Methodology used

 Data Analysis & Tests Conducted

 Conclusion
Objective of the Research

To Understand the buying behavior of mobile phone users.

 To test whether the buyers stay loyal to their brand while making a new
purchase.

 To examine the dependency between Price range and Income of the


buyer.

 To analyze the importance of features and check its dependency with the
age of the buyer.
Importance of studying Mobile buying behaviour

 Simplest & quick mode of communication

 Every information is on your fingertip

 Good Entertainment source

 Useful tool for emergencies

 Presence of internet allows you to have access to almost everything quickly

 Defines Social status


Evolution of Mobile Phones

 1 Gereneration
Advance mobile phone system AMPS over the existing PTT and MTS.

 2 Gereneration
Introduction of GSM, SIM & GPRS technology.

 3 Gereneration
Ability to transfer voice data, video calling, high speed internet, download
information, exchange emails and instant messaging

 4 Gereneration
Introduction of IP Multimedia, Wireless Broadband internet technologies to
name a few.
Evolution of Mobile Phones
Major Players in the Market

 Nokia Corporation, World’s largest manufacturers of mobile telephones, Aims at


providing mobiles to every segment of people.

 Samsung Electronics, Part of Korean Samsung Group, spread over 100 countries &
#1 mobile phone manufacturer in Asia.

 Motorola, American based company, emphasizes on designing stylish cell phones.

 Sony Ericsson, joint venture of japanese company Sony and swedish telecom giants
Ericson, operates in almost 70 countries worldwide.

 LG Electronics, part of Korean LG Group and spread across 80 countries.

 Apart from these there are several other brands Like HTC, Blackberry, Apple, etc
who has launched their products.
Top Mobile Company’s

And many more …………….


Buying a New Phone ?

Qwerty Keypad for SMS Better Multimedia Features

Touch Phone or Normal Phone ?? Extended Memory Card Support

GPRS & 3G Facilities


Operating System and support for
Bluetooth & other connectivity Support
new Applications

What about Price ??

These were just to name a few…


Analyzing the Indian Market

Market Shares
Others, 8.4

Samsung, 9.5
Nokia
Sony
Nokia, 53.7 LG
Motorola, 7.2
Motorola
Samsung
LG, 14.4 Others
Sony, 6.8
About Research Conducted

A questionnaire was prepared and distributed among the age group of 20-
40 years and following feedback’s were collected.

 The Mobile phone’s currently being used.

 User’s were asked to rate the features they mostly use. Some of the key
features were Communication, Messaging, Multimedia, etc.

 Response was collected on the preferred brand if the users opt to purchase a
new phone.

 Respondant’s were asked to share their feedback on the preferred Price range.
Methodology Used

 Chi-Square test was applied on the data collected through Personal


interview and Questionnaire.

The steps in using the chi-square test may be summarized as follows:

1. Write the observed frequencies in column ‘fo’


2. Figure the expected frequencies and write them in column ‘fe’.
3. Use the formula to find the chi-square value:
4. Find the degree of freesom dof= (column-1) (row-1)
5. Find the table value (consult the Chi Square Table.)
6. If your chi-square value is equal to or greater than the table value,
reject the null hypothesis: differences in your data are not due to chance
alone
Analysis of Data Collected

 Testing the Brand loyalty among the respondents.

 This indicates the


respondents feedback’s
on their preferred brand
for a new purchase.

Another data were


collected indicating the
respondents current
brand being used.
 Testing the Brand loyalty among the respondents.

Hypothesis Statements

Null Hypothesis : Mobile users not stay loyal to their Brand while purchasing a new Phone.

Alternate Hypothesis : Mobile users do not stay loyal to their Brand while purchasing a
new Phone.

Analysis of the data collected :


 Testing the Brand loyalty among the respondents.

Calculations :

Degree of Freedom : 63 Level of Significance : 5 %

Calculated Value : 103.329

Table value at 5% LOS & Degree of Freedom (63) is 82.529

Since table value is less than calculated value, we will reject null hypothesis &
accept the alternate hypothesis.

Result :

Mobile users do not stay loyal to their Brand while


purchasing a new Phone.
Analysis of Data Collected

 To examine the dependency between Price range and Income of


the buyer.
 To examine the dependency between Price range and Income of
the buyer.

Hypothesis Statements

Null Hypothesis : Price range of the brand to be purchased is dependent on the income of the person.

Alternate Hypothesis : Price range of the brand to be purchased is independent of the income of the
person .
 To examine the dependency between Price range and Income of
the buyer.

Calculations :

Degree of Freedom : 20 Level of Significance : 5 %

Calculated Value : 16.6608

Table value at 5% LOS & Degree of Freedom (63) is31.41

Since table value is moe than calculated value, we will reject alternate hypothesis
& accept the null hypothesis.

Result :

Price range of the brand to be purchased is dependent on


the income of the person
Analysis of Data collected

Profession wise Preferred Price Range


To analyze the importance of features and check its dependency with
the age of the buyer.

Hypothesis Statements :

Null Hypothesis : Preference of a feature is dependent of the age factor.

Alternate Hypothesis : Preference of a feature is dependent of the age factor .


To analyze the importance of features and check its dependency with
the age of the buyer.

Calculations :

Degree of Freedom : 15 Level of Significance : 5 %

Calculated Value : 12.7079

Table value at 5% LOS & Degree of Freedom (63) is 24.996

Since table value is more than calculated value, we will reject alternate
hypothesis & accept the null hypothesis.

Result :

'Preference of a feature is dependent of the age factor‘.


Conclusion of the Research

 Buyers tend to switch to a new brand while


considering a new purchase.

 Buyers income is also a determinant factor in


purchasing a new phone.

 As individuals grow older, Features in a phone do


not play a major role in a purchase.

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