Consumer Purchase

Decision Making
Group 8
Naman Mehta
Akhil Kothari
Sujith Kotian
Hiral Jariwala
Abhay Binani
Ayush Giria
Aditya Sheth
Problem Definition
 The aim of study is to objectively understand
the behavior of mobile phone users in age
group of 18 to 28 years and further capture
their satisfaction level that is influenced by
various technical and non technical factors.
Approach to the Problem
Hypothesis
 Price influences consumer buying behavior
 Features are related to the changing
preference of the mobile users
 Brand plays an important role in purchase
decision making
 Intent has an influence on the purchase
decisions of mobile handsets
Preliminary Investigation
 Questionnaire Design -This phase involved the
design of the questionnaire on the basis of
the potential factors identified as
influencing the customer behavior. Research
problems were listed and then the
information needed was identified. The
questions were then prepared in order to
fulfill the information requirements as
identified earlier.

Sampling Process
 Target Population - We intend to carry out our
survey on a population which would
comprise of youngsters in the 18-28 years
age group.
 Sample Size – 50
 Sampling Technique – Quota Sampling
Data Analysis Plan
 Usage pattern in terms of purpose of mobile
phones for various categories of consumers.
 Liking for various attributes of the mobile
phone instrument
 Usage Pattern of functionalities and added
services provided
 Gadgets and added services provided
 Level of the satisfaction of users
 Other factors (psychological or social or
others) that influence a purchase of a
mobile phone

Analysis and Interpretation

The data was collected from within the
campus and outside the campus in a ratio of
3:2. We collected around 50 responses in all –
30 within the campus and 20 in places like
Multiplexes, local streets, etc. Some of the
responses were not complete and in all 45
responses – 15 from outside the campus and
30 from the campus the information provided
was complete.
Results of the study

Showing number of respondents owing a



mobile phone
 No. Of Respondents %
 Yes 50
 No 0
 Total 50

Process of Consumer Decision Making.
Time Line
Steps Time Cumulative Time
Problem Awareness 1 1
Information Search 2 3
Evaluation of 2 5
Alternatives
Purchase 1 6
Findings
 Nokia is the most popular and widely used brand
by the people.
 Brands like Motorola and Sony Ericsson are also
gaining ground with regard to popularity but
they are mostly liked by the young generation.
 35% of the respondents used same brand earlier. It
shows that most of the population is brand
loyal.
 But on the other side 36% of response depicts the
fact that people constantly switch from one
brand to another on the dearth of new features
and advance technology.

Findings
 Itis clear from the above that people give due
importance to factors like features, appearance
and brand of mobile phones while making
purchase decision.
 Price comes after the other factors and easy to
carry facility is least considered during purchase
decision.
 Advertisements also play an important role in
influencing the buying decision.
 People in Ludhiana city prefer to spend between
Rs. 5000 and Rs. 15000 on a mobile phone. It
again depicts that mobile phones are no longer a
status symbol now and has become necessity.



Findings
 People agree that durability is important to
consider while making buying decision for a
brand of mobile phone. But as far as
promotional activities are concerned they
are neutral towards this factor.
 Most of the population is satisfied with their
existing brands.
 People require additional features of Wi-Fi,
Windows, TV and Video Conferencing in
their mobile phones. It depicts that people
here are techno savvy and want to use
innovative features.

 Thank you.