STUDY ON CONSUMER - THE DIFFERENT BRANDS OF MOBILE IN MADURAI

by Rinosha Banu on Tuesday 6 November 2012, 2:03 PM | Category: Consumer Behaviour| View: 3149 views
 
 
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STUDY ON CONSUMER BEHAVIOUR

REGARDING   THE DIFFERENT BRANDS OF  MOBILE IN MADURAI

 

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           

                                                                           

                                                                 

                                                                   BY

                                             K.RINOSHA BANU

                                                                  M.PHIL                                                    

                                              (MANAGEMENT STUDIES)

                                                              MKU 

 

 

                 

 

                                                                                                

STUDY ON CONSUMER   BEHAVIOUR REGARDING             

 

THE DIFFERENT BRANDS OF MOBILE IN MADURAI 

 

 

 

   INTRODUCTION:

                              The present study investigates men's perception in buying

decisions on branded mobile in Madurai. The need to understand the emerging

markets and consumers has become a big challenge for the corporate world

especially in creating and managing a powerful brand. Purchasing decisions

include many factors that most consumers are not even aware of. Five steps are

involved in nearly every purchase made: need recognition, information search,

evaluation of alternatives, purchase decision, and finally post purchase behavior.

Even the simplest purchases can include any or all of these steps.  Purchases are

further influenced by such things as personal, psychological, and social issues.

Mobile phone is a smart communication media. It is not a one-way communication

like pager. Cellular communication basically gives the power of an advanced

telephone system card. Cellular communication works like the radio set which is

normally used. The handset or Mobile Phone is in fact an own private radio

transmitter and receiver, very similar to the Walkie-talkies used by Police and

Security Personnel. The key difference is that a cellular phone network is

connected to the fixed line or conventional telephone system allowing additional

access to the telephone world.

STATEMENT OF THE PROBLEM

                                                   There are many factors that can affect this process

as a person works through the purchase decision. The number of potential

influences on consumer behavior is limitless. According to the black box model of

consumer behavior, there are two main stimuli that is related to buyers response

towards buying a certain product, in this research; mobile phone. Both are

categorized as environmental factors which are environmental stimuli and

marketing stimuli. The marketing stimuli are planned and processed by companies,

whereas the environmental stimulus are given by social factors. These two

stimulus consists of different elements whereas can cause different influences on

consumer behavior towards buying decisions. In consumer's mobile phone buying

behavior, either both can influence buying decisions. But, which one can be much

more influencing than the other in terms of buying decisions .When interviewing

two subjects regarding the process involved, it becomes apparent that each

individual, although having very similar needs, underwent slightly different

thought processes to arrive at a decision.

MOBILE BRANDS : NOKIA, SAMSUNG, SONY ERICSSON,

LG, VODAFONE, SONY, HTC, APPLE, BLACKBERRY, MOTOROLO, ACER

MICROMAX, SPICE .                                                                                                                                                                

 

REVIEW THE LITERATURE:

                                           

                                                    A good market researcher will study the thought

 

process undergone by consumers, compare it with their demographic data, and use

 

the resulting information to market their products. Purchasing decisions include

 

many factors that most consumers are not even aware of. It seeks to learn what

 

motivates people in making choices. The techniques are such as to develop into the

 

conscious, subconscious and the unconscious.

SCOPE OF THE STUDY:

                                       

                                               This study is mainly focuses on the leading brand

 

preference for mobile phone and the attitude of consumers belongs to low, middle

 

and high income groups are taken in madurai city. Everyone has got a mobile

 

phone today because it has many advantages: you are flexible and available

 

everywhere and every time but if you don't want to be available once, no problem,

 

you may turn it off. There are many reasons to possess a mobile phone and if you

 

are searching for a new mobile phone one of any kind, please enter. As an offerer,

 

please, describe your offer exactly. It is also important to give the exact appellation

 

of the phone, since little differences in appellation may make up great differences

 

in product.

 

OBJECTIVE OF THE STUDY:

                                        The important objectives of this study are

1.     To study the importance of branding and its influence on consumers buying

      behavior. 

2.      To study the awareness and attitude of consumers towards Mobile Phone.

3.     To study the factors influencing the brand preference of Mobile phones.

Extent to which the supply of valid products and services exceed consumer

demand. Ability to communicate with customers quickly and accurately. Existence

of multiple avenues of distribution quickly and economically .Extent to which

marketers can influence to induce distributors to comply with overall marketing

strategy. Economic growth, both nationally and globally ‘You cannot take the

consumer for granted any more'. Therefore a sound understanding of consumer

behaviour is essential for the long run success of any marketing program.

RESEARCH HYPOTHESIS:

                 This paper has tried to make a few simple points about hypothesis

 

testing in general and its relevance to consumer learning in particular. First, people

 

are not as pathetically biased in their hypothesis testing behavior as sometimes

 

portrayed .In many situations, they actually follow the normatively prescribed

 

pattern though usually for pragmatic rather than logical reasons .Moreover, while a

 

confirmation testing strategy is not a good as one motivated by falsification, it is a

 

whole lot better than passive behavioral stereotypy. Marketers can benefit from an

 

understanding of the characteristics of decision environments that lead to various

 

patterns of hypothesis testing.

 

 OPERATIONAL DEFINITION OF THE CONCEPT:

RESEARCH QUESTIONS:

1. What is the relationship between environmental factors of consumer behavior and buyers decision making process?

2. Between marketing and environmental stimuli, which one will give the most influence towards consumers decision making?

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