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A

Synopsis Presentation

Under the guidance of:

Dr. S.K. Bansal

By:

Sheetal Singla



Introduction

Define Consumer Behavior

Indian scenario in Mobiles

Objectives & Scope of Study

Importance of Study

Limitations of the study

Research Methodology

Review of Literature

Bibliography



Competition is stiff & companies adopt various

strategies to attract new customers & retain the

old ones.

Consumer behavior refers to all the activities or

acts engaged in the process of satisfying his

needs and wants.



Competition is stiff & companies adopt various

strategies to attract new customers & retain the

old ones.

Consumer behavior refers to all the activities or

acts engaged in the process of satisfying his needs

and wants.



The study of consumer behavior is the studyof how individuals make decisions to spend

their available resources (money, time,

efforts) in consumption related terms.

Consumer behavior refers to all the activities

or act engages by the consumers in the

process of satisfying his needs and wants.

M1



Slide 5

M1 MBA, 10/5/2009



Consumer behavior refers to all the activities or act

engages by the consumers in the process of satisfying

his needs and wants. lt is whatever the consumers does

in the process of satisfying his needs and wants. The

study of consumer behavior is the study of how

individuals make decisions to spend their available

resources (Money, time, efforts) in consumption

related patterns



Customer value, loyalty, & satisfaction are the important

aspects for a successful organization.

Customer service has become a focus point for every

company as customers are becoming more & more

demanding day by day.

Marketers want to know what consumers think, what they

want, how they work, how they entertain themselves, how

they play in the market, etc.



Mobile phone service was introduced in India about

30 years ago in the late 1980¶s

India has emerged as the second largest market after

the China for mobile phone handsets.

Mobile phones with cameras, zoom applications,

SMS facility, MMS facility, polyphonic ring tones

are the basic requirements demanded by the users.

Indian telecom companies provide two types of

services:



Cellular services: Major players in this segmentare Bharti, Hutchison, BPL Mobile that use

global satellite management(GSM) standard in

which we can make & receive calls from

anywhere.

Basic services: Major players are BSNL,

TATAS, RELIA NCE, using code division

multiple access (CDMA) standard that offerslimited mobility i.e. calls can be made &

received from certain fixed areas.



To study the behavior of consumers towards

cellular phones.

Enumerate the usage patterns & arrive at

similarities, dissimilarities, if any.

Examine the way, consumers relate to the

functionality of mobile phones.



To find out the sources of information for mobiles.

Investigate consumer awareness with regard to

certain launches of mobile handsets in the market.

Find out preferences of consumers in mobile

handsets at the time of purchase.



Examine the role of family members in

purchase decision.

Understand their perceptions regarding

complications they face while using

handsets.



With the rapid diffusion of mobile phones into modern

society, marketers are seeking to interact with their consumers

in ways that leverage the advantages of this new technology.

With the coming of new brands in India, the preferences in

mobiles of Indian consumers have changed & the market is

also facing great challenge to grab the consumers.



As the buying behavior pattern is different so, it is very

important for the seller to understand, visit & survey the

prospective market.

The study will be helpful to formulate the strategies to

grab market by having knowledge about the consumer

buying preferences.



Limitations of the study:

The findings may not be true for other areas due to the cultural

differences, differences in the opinions of the consumers.

As, the study is based on consumer behavior, & human nature is

unpredictable so, the consumer may not tell the truth.



Due to limited time period, some factors may have not been

touched upon at all & some of the factors have been explored

in a limited way.

Consumer perceptions keep on changing with time, so such a

survey needs to be undertaken periodically.

Consumer may not be able to give all the information due to

ignorance in some aspects.



Sampling Design:

Sampling unit- Customer on the basis of age,

gender, income in Ludhiana & Sangrur district..

Sampling size:

500 Respondents in Ludhiana District & 500 Respondents in

Sangrur District.



Sampling Technique: Stratified Random Sampling

Sampling area: Ludhiana & Sangrur District

Sampling Tool: Questionnaire



Kotler (2002). If performance matches the expectation,

customer is satisfied& if performance exceeds the expectation,

the customer is highly delighted

Besterfield (1994) consumer behavior as µsatisfying the

needs & desires of consumers¶

k anji & Moura (2002). ³Satisfaction as delight´



Evans & Lindsay (1996) Consumer behavior results

from providing goods & services that meet or exceed

customer¶s needs

Steenson and Donner (2009) note that the sharing of

mobile phones complicates and is complicated by traditional

gender roles.



Bhave 2002. Major attributes of consumer behavior are:

product quality, price, service, and responsiveness, ability to

resolve complaints, overall communication, accessibility &

attitude.

Steenson and Donner (2009) note that the sharing of

mobile phones complicates and is complicated by traditional

gender roles



Loudon, L.David. Bitta, Della. & J, Alberta. (2002) Consumer

Behavior, Concepts &A pplications .Tata McGraw Hills.

Goyal, Saurabh. Thakur, K.S., Comparison of Customer

Satisfaction (2007) In selected Public & Private Sector Banks.

Journal of IPM Meerut . (July-Dec).

Thamaraiselvi, R., & Rajalakshmi, S.,(2008) Customer

Behavior towards High RiseA partments, Icfai University ,

Journal of Consumer Behavior , Sep, 08 Vol 3 No. 3.

B

ibliography



Seth,Anita. Momaya, K., & Gupta, H. M., ( Jan ± March, 08)

Managing the Customer Perceived Service Quality For Cellular

Mobile Telephony:An Impirical Investigation, Vikalpa, The

Journal Of Decision Makers. Vol .33, No. 1.

Makkar, Urvashi, Dr., Consumer Attitude Regarding Mobile

Service Buying Behavior in India with Special Reference to

National Capital Region ( NCR) , Review of Professional

Management ± A Journal of New Delhi Institute Of

Management (July-Dec, 08), Vol 6 , Issue 2, .



Jr.Boyd, W. Harper.,Westfall Ralph., Stasch, F .Stanley.,A

Book On Marketing Research - Text & Cases .

Industry Information Report. www. Indianchild.com.

Cooper Donald, R & Schindler Pamela, S. (2006)

Marketing research Concepts & cases: New Delhi, India:

Tata McGraw Hill Publishing Company Limited.



Kazmi, S.H.H., Batra, K. Satish.,ABook on Consumer

Behavior

www.economictimes.com

www.businessnews.com

Brian Mullen, Craig Johnson. The psychology of

Consumer behavior, Lawrence ErlbaumAssociates, Hills

Dale, New Jersey, 1990.

Jill Griffin, Robert T. Herres .Customer Loyalty: How to

Earn It, How to Keep It .



Jerry C. Olson, Thomas J. Reynolds.Understanding Consumer

Decision Making: The Means-EndA pproach to Marketing and

Advertising Strategy .

Cynthia Huffman, David Glen Mick, S. Ratneshwar, The Why

of Consumption: Contemporary Perspectives on Consumer

Motives, Goals and Desires.

Antonides, G. and Raaij,W.F.Van. Consumer Behavior-A

European Perspective: New York, JohnWilley:c1998.

Schiffman, L.G.and Kanuk, L.L. Consumer behavior (9th

Edition) 1999.

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