“A Study of customer buying behavior towards Mobile phones with special

reference with Value+ store, Nashik”

Author: Prof.Hetal N. Bhinde
Ashoka Centre for Guide: Dr. Shrinivas V. Joshi
Business and Computer Principal, Gokhale Education
Studies, Nashik Society’s,Arts, Commerce And Science
Emal:hetalb19@gmail.com College, Jawhar
Mo. 8928154787 Mo. 9970395030
Abstract:
Customer buying behavior is also the process by which individuals search for, select,
purchase, use and dispose of goods and services, in satisfaction of their needs and wants. The
main aim of customer buying behavior is to meet and satisfy the needs and the wants of the
target customers
The main aim and use of studying customer buying behavior for Value+ store is to increase
the sales and the profit of the store, to satisfy the customers need and wants and to maintain
the good will of the store by satisfying the needs and wants of the customers. The study gives
a brief about the perception & buying behavior of customers towards various mobile brands,
customer preference level associated with different mobile phones, major features which a
customer looks for in a mobile before making a purchase and factors that influence decision-
making in purchasing a mobile phone.

Introduction to Topic
Customer buying behavior: Customer buying behavior is the sum total of a customer’s
attitudes, preferences, intentions, and decisions regarding the customers behavior in the
market place when purchasing a product or service. The study of customer behavior draws
upon social science disciplines of anthropology, psychology, and economics
Customer buying behavior is also the process by which individuals search for, select,
purchase, use and dispose of goods and services, in satisfaction of their needs and wants.
Why customer buying behavior is important for Mobile phones
The main aim of customer buying behavior is to meet and satisfy the needs and the wants of
the target customers
Consumer behavior reflects: The totality of decision Whether, what, why, how, when, where,
how much, how often and for how long to buy a mobile phone.
Use of customer buying behavior for Value+ store
1. To increase the sales and the profit of the store
2. To satisfy the customers need and wants
3. To maintain the good will of the store by satisfying the needs and wants of the
customers.
Objectives of Study
Based on the research requirement following are the objectives of research:
 1. The main Objective is to study the perception & buying behavior of customers
towards various mobile brands.
2. To know about the customer preference level associated with different mobile phones.
3. To study the major features, which a customer looks for in a mobile before making a
purchase.
4. Factors that influence decision-making in purchasing a mobile phone.

Scope of study
Will help the company to understand the customer buying behavior this will intern help the
company to manage product portfolio
Better delivery of goods to the customers understanding customer buying behavior.
This study is an attempt to analyze the consumer buying behaviour and preferences towards
the usage of mobile and the consumers search things for their need satisfaction. Also
evaluation of the product and their satisfaction level, how consumer react and respond
towards advertisement of the product. So the scope of this study is to cover the full view of
the customers and their preference pattern.

Research Methodology
1. Type of research: Descriptive research
2. Data sources
Primary data – for collecting primary data observation and questionnaire method
were used
Secondary data-for collecting secondary data internet and various reference books
were used.
3. Size of sample: 100 Respondents
4. Sampling method: Simple random sampling
5. Types of questionnaire: Closed ended
6. Scaling and its type: Likert

Limitations of Study
1. Research is based on sampling method hence as the sample changes results may vary
if Sample = Population
2. Some amount of error may exists in data filling process because of the following
reasons
a) Influence of others
b) Misunderstanding of concept
c) Hurried filling the questionnaire
d) Lack of interest of customer
3. Customer size is only 100 Number of customers.
4. during of research is restricted to only 60 days of research

Theory related to topic

What is customer buying behavior?
According to Solomon: Customer buying behavior as a process of choosing, purchasing,
using and disposing of products or services by the individuals and groups in order to satisfies
their needs and wants.
Importance of customer buying behavior

Market Brand Equity

Trends
Importance of customer
buying behavior

Increase Segmentation and targeting

revenue

Types of buying behavior

Types of buying behavior

Variety seeking behavior

Dissonance buying behavior

Habitual buying behavior

Complex buying behavior

Data Interpretation and Interpretation

Sr. Question Graph interpretation

No
.
1 Gender of From the above
respondents graph it can be
Male Respondents observed that most
of the customers
63
who buy the
Female mobile phones
Male from Value+ Store
37 are male are 63%
Female
and females 37 %.
2 Occupation of Most of the
Customer? customers who buy
Servi 24 40 the mobile phones
ce 35 Service are business men
Profe 27 30 39% then
ssiona professionals 27%
25 ProfessionalBusi
l ness and service persons
Busin 39 20 24% and 10%
Business
ess 15 others
Other 10 10
s others
5
0
Occupation

3 Income level of 50% 13% of the

42%
customer (per customers has less
40%
month)? income than 15000,
Less 13 30%
27% 18% customers has
than 18%
income between
15000 20% 13%
15001- 18
15001-25000, 42%
10%
25000 customers has
25001- 42 0% income between
Income level
35000 25001-35000 and
35001 27 Less than 15000 15001-250002 27% of customers
&
25001-35000 35000 & above has income above
above
35000.
4 which mobile 40 33% of customers
phone you are use Samsung
using? 30 mobiles, 21%
Samsu 33% Apple mobiles,
ng 20
14% Vivo mobiles,
Apple 21%
10 12% OPPO
Vivo 14%
mobiles, 8%
OPPO 12% 0
8%
Panasonic mobiles,
Panaso
nic Samsung Apple Vivo 10% Micro max
Micro 10% and 2% others.
OPPO Panasonic Micro max
max
Others
Other 2%
5 How long are the customers who
you using your uses mobile phones
mobile phone? for less than 1 year
Less than 1 14 is 14%, 1-2 years is
year 42%, 2-3 years is
0% 10% 20% 30% 40% 50%
1-2 years 42 32%, 3-4 years is
2-3 years 32 Above 4 years 3-4 year 8% and above 4
3-4 year 8 years is 4%.
2-3 years 1-2 years
Above 4 4
years Less than 1 year
6 What is your 40% Samsung is the
favorite brand in most favorite brand
35%
Mobiles? Samsung in mobiles with
Samsung 38% 30% Apple 38% then Apple
Apple 33% with 33%, Vivo
25% Vivo
Vivo 9% 9%, OPPO 7%,
OPPO 7% 20% OPPO Panasonic 4%,
Panasonic 4% 15% Panasonic Micro max 7%,
Micro max 7% others 2%.
Other 2% 10% Micro max
5% Others

0%

7 Why you like the most of the

brand you chose customers chose
25
above? 23% their brand of
Advertisem 3% Advertisement 21%
20% mobile because
Appearance
ent 20 their functions
Appearance 5% 23%, quality 20%
Price 21% Price
and price 21%,
Functions 23% 15
Service 11%,
Quality 20% Functions
11%10% Recommended by
Brand 9%
Image 10 9% friends 10%, Brand
Quality
Service 11% image 9% ,
Recommen 10% 5% Appearance 3%
ded by 5
3%
Brand Image and advertisement
friends 5%
Service
0

8 What amount 46% customers are

would you be ready to buy
willing to pay for Less than mobile phone from
a mobile phone? 10000 amount 10000 to
Less than 27% 20000, 27% less
50 10000 to
10000 than 10000, 15%
40 20000
10000 to 46% 20001 to 30000,
20000 30 20001 to 8% 30001 to 40000
20001 to 15% 30000
20 and 4% above
30000 30001 to 40001
30001 to 8% 10
40000
40000 0
4% Above 40001
Above
40001
9 Where do you 34% customers
often see the ADVERTISEMENT often see mobile
mobile Hoarding advertisements on
advertisement? s Others TV, 25% in
TV 34 4% 2%0% Newspapers, 24%
Magazine 11 Tv
Internet on internet, 10% in
Newspapers 25 24% 34% magazines, 4%
Internet 24 hoardings and 2%
Hoardings 4 others.
Others 2

Magazin
Newspap es
ers 10%
25%

10 Consider the TV considering the TV

advertisement 40 Samsung advertisement the
you like
what Apple brand which is been
30
brand is it Vivo promoted 33%
Samsu 21% 20
OPPO customers says
ng
Apple 15% 10 Panasonic OPPO, 22% Vivo,
Vivo 22% Micro max
21% Samsung, 15%
OPPO 32% 0
Panaso 8% apple, 8% Panasonic
nic and 2% Micro max
Micro 2%
max
11 Which of the 29%customers
following would impress because of
impress you the mobile
most? recommended by
Slogan 14% friends, 21% by
Picture 14% Slogan music, 14% by
Color 12% picture, 14% by
Story 6% Picture
slogan, 12% by
Spokes 4% Color color, 6% by story
person Story and 4% by
Music 21% spokesperson:
Recom 29% Spokesperson
mende Music
d by
friends
Conclusion & Findings

 It can be concluded that female customers should be targeted by the sellers to attract
them to buy mobile phones
 As most of the business men buys the mobile phones so the sellers should also focus
on the professional customers, service sector customers and towards other customers
  As most of the customers are students the sellers should target the others like elder
customers
 As the most of the customers uses Samsung and Apple Mobile phones the other
brands of mobiles should enhance their sales
 As the customers buy mobile phones because of their functions quality and price so
the mobile companies should maintain their functions, quality and price
 As most of the customers are ready to buys mobile phones in the range of 10000 to
20000 so the mobile phone companies should increase the production of the mobiles
in the range of 10000 to 20000
 As It has been found that OPPO and Vivo mobile brands is been promoted a lot than
then the other mobile brands so other mobile brands should also increase their
advertisement

Recommendations
Based on the research it can be recommended that:

 Company should try to tap female customers who are not the frequent buyers.
 Company should try to sell maximum mobile phones in price band of 10000-20000 to
maximize sales.
 Company should increase its promotions and advertisements to maximise brand
awareness amongst customers.
 The company should focus on the professional customers, service sector customers
and students to maximize sales.

Bibliography

 IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-

ISSN: 2319-7668. Volume 16, Issue 12.Ver.II (Dec. 2014), PP 52-54
www.iosrjournals.o
 http://research-methodology.net/consumer-buyer-behaviour-definition/
 http://docplayer.net/16996328-An-empirical-study-of-consumer-behaviour-towards-
the-preference-and-usage-of-mobile-phone-services-in-bhopal.html