Paper 135

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AsianJournalofResearchinBusinessEconomicsandManagement Vol.2Issue4,April2012,ISSN22497307
AN EMPIRICAL STUDY OF FACTORS INFLUENCING BUYING BEHAVIOUR OF YOUTH CONSUMERS TOWARDS MOBILE HAND SETS: A CASE STUDY IN COASTAL DISTRCTS OF ODISHA
DR DEBADUTTA DAS*
*Lecturer in Management, CDCE, F.M. University, Balasore - 756019.
ABSTRACT Connecting communities across continents have shrunken the world into the small desktop. Tremendous flows of information and revolution in communication technology have pivotal impact on the world community and global business. The conglomerates around the globe plugged into this information super highway in order to ensure their competitive edge in the global commerce. In this direction mobile handsets contribution is revolutionary. In this study, we mainly focused on identifying the factors which influence the consumer behavior while they intend to make their purchase decision of mobile handsets. This research put some light to peep in to the consumers black box. Consumer behavior is an integral part of human behavior and cannot be separated from it. The present study is an empirical research based on survey method. Through simple random sampling 1200 samples were collected from the 11 coastal districts of Odisha, as majority of the mobile handset owners reside in these districts. The collected data were coded, calculated and analyzed with the help of statistical tools like percentages, chi-square test; Paired T-test model employed this study. From the study find out students out numbered using the mobile phone services and also low income group people are attracted by mobile phones and they bought it by credit system. This push those into the debt trap. KEYWORDS: Consumer behavior, Mobile Handset, consumer satisfaction. ______________________________________________________________________________ 1. INTRODUCTION Communication that accounts for 2 percent of consumers spending today will be one of the fastest expanding categories with growth of about 13 percent (McKinsey, 2007). Mobile telecommunication industry has shown a tremendous growth over the last few years and at present there are about twenty crore (1 crore = 10 million) subscribers of the mobile telecom services in the country. The market for the mobile handset is also growing with the growing demand for mobile telecom services. This demand will continue to grow in future also. India at present is the second largest market for mobile handsets (Indian Brand Equity Foundation, 2005). With the advent of technology telecommunication has reached remarkable growth in the state of odissa.During 2004-05 there were 7, 67, 953, land lines 65,154 WLL, 2, 93,085 Mobile subscribers i.e29.3 per 1000 population were having the mobile handsets but recent trends shows
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that 45% per 1000 population are having the mobile handsets (Ref; Economic survey, 2004-09 Govt.of Odisha).The growth in this sector has been improved due to liberalization of telecommunication laws and policies. The consumers of both rural and urban areas, from college - going students to mature elders, of almost all income groups have started using mobile telecom services. The growth is fastest in mobile services as compared to fixed lines where it is modest (The World Fact book, 2008).Some of the consumers particularly college - going students have to rely on their parents for the buying of products like mobile handset and automobile. This is so because large majority of such people are not economically independent till the age of 22-24 years. In a highly competitive mobile phone market, handset manufacturers constantly struggle to find additional competitive edge and differentiating elements to persuade consumers to select their brand instead of a competitors. Of course, many factors influence the end customers purchase decision. It can be price, features, brand name, perceived ease-of-use and robustness, marketing exposure, ratings and recommendations, industrial design of the physical device and so on. In this scenario, this part of the study investigates how customers place these companies in their mind. Mainly the factors responsible for playing a major role in the mind of the customers while making purchase decision such as 2. Advertisement , Wide variety of Usage Low Maintenance Cost , New Added Features Price Discount , Free Accessories
REVIEW OF LITERATURE
Another important aspect that has risen from different studies is that consumers purchase new phones due to the fact that their existing ones capacity is not appropriate referring to the idea that new accessories features such as built-in cameras, better memory, radio, more developed messaging services, and color displays are influencing consumer decisions to acquire new models (Bell, 2002)1. Thus it can be expected that new features will influence the intention to acquire new mobile phones. In addition, it seems that size and brand play to some extent an important role in decision making. Dabholkar, PA. (1996)2 for instance surveyed Asian mobile phone users and found that size of the phone had no impact on mobile phone choice, but this finding might be due to the fact that all competing brands have quite similar sized phones that are small enough. Liu continues that the trend will actually be not towards smaller phones but towards phones with better capability and larger screens. While companies are advertising new models and services that do not yet exist, it according to the paper signals to the market that the company is at the cutting
Bell, J. (2002). Fight over the Mobile Value Chain. Pyramic Research, March 6, 2002. Dabholkar, PA. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing 13, pp. 29-51.
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edge of technology and shows what will be available in the very near future. The sales of new phones will then be driven by replacement rather than adoption. When choosing between different mobile phone models, consumers value familiar brands. Price of the phone has been identified as a critical factor in the choice of the mobile phone model, especially among younger people (Kivi)3. By the use of a survey (n=397), they found that besides new technological advances price was the most influential factor affecting the choice of a new mobile phone model. Price of the mobile phone is a very different issue in other EU countries compared to India where price is not linked to the operator contract. Therefore, while in other EU countries (except Italy), the acquisition of a mobile phone is bundled with the operator contract, phones are, generally speaking, free of charge, whereas in India consumers pay relatively high prices for their phones. In India, that kind of linked transactions are regulated by law and currently illegal. In India, this kind of regulation has resulted in a situation where people change their operator quite often, and mostly on the basis of price (Dubois, 2004)4. On this basis, it should be noted that price of the phone plays an important role in some ways or the other. Sabnavis (2002) identified that, the new millennium consumer tends to enjoy life. He has greater self-control, and looks for personal style and pleasure. Exposures to variety of products and enhancement of economic status have changed the attitudes of the upper middle class consumers towards brands. Indian society being hierarchical in nature is therefore, status conscious (Sahay and Walsham, 1997). Indians give very high value to brands. In India, a brand is a due to quality because the quality of the unbranded products varies widely (Johansson, 1997). According to study conducted by Maxwell (2001) on testing of homogeneity versus heterogeneity of global consumption in a cross-cultural price/brand effect model; Indian consumers in comparison to Americans are tougher for the marketers to sell their products. However he found Indian consumers more price and less brand conscious. Technological innovations such as cellular phones and digital televisions have attracted the attention of marketing researchers as regards to their adoption process (Saaksjarvi, 2003). Rogers (1976) has provided a classification of adopters in terms of innovators, early adopters, early majority, late majority and laggards. But now consumers are also looking into the compatibility of the new products to their self-image and life style (Saaksjarvi, 2003). 3. STATEMENT OF THE PROBLEM
In this dynamic world nothing is permanent except change. We witness changes in all aspects of modern world. It is said that necessity is the mother of invention. In the often-day, there were a lot of unsophisticated way and means of communication like birds, messenger, postal mail, etc. Today, in the era of communication novel means of communication came into existence. Postal mail has been replaced to certain extent by e-mail and landline is being replaced
Kivi A. (2006). Mobile Internet Usage Measurements: Case Finland. Masters Thesis Series, Networking Laboratory. Department of Electrical and Telecommunications Engineering, Helsinki University of Technology, Espoo, Finland, May 2006. Dubois B. and Duquesne P. (2004): The Market for Luxury Goods: Income Versus Culture. European Journal of Marketing, 27 (1), 35-44.
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by hand phones called cell phones. It is reported by relevant authorities that after the invention and introduction of cell phones the rate of surrounding landline is at a decreasing rate and the number of users of cell phones is increasing even day by day. Usage of cell phones is not restricted to urban talk and educated youth. Through this research we identified and investigated the variables that affect consumer behaviour regarding mobile handsets. We decided to focus our study in the coastal Districts of Odisha due to time and resource constraints, anticipating the trends in customer behaviour can give mobile handset manufacturing companies a key strategic advantage. As companies that will survive and thrive in the market place tomorrow are those in which managers spend more time worrying about how to position their firm among current competitors and trying to envision a new competitive space. These spaces are defined by tomorrows customer needs and wants (Sheth, Mittal & Newmann, 1999)5. A better understanding of future trends will allow companies to build an effective marketing strategy whereas awareness of the market will help to improve and adjust their marketing strategy. 4. NEED FOR THE STUDY
Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyers decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from several factors like Advertisement, Wide variety of Usage, Low Maintenance Cost, New Added Features, Price Discount, Free Accessories etc. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. This study need to understand the behaviour and preferences of mobile phone customers in the study area. JournalofAsianResearchConsortium71 http://www.aijsh.org The purpose of this paper is to investigate the factors affecting the customers decision made before purchase of a mobile phone. Our findings will help us give suggestions on what actions mobile phone manufacturers might take in order to fill the gap between consumer behavior and the company marketing efforts. It is seen the most of the companies in mobile phone telecommunication promote more their corporate name than the product/service they offer to the customers. The main objectives of this study are as follows: To analyze the factors those contributes to the buying decision of the customers of mobile phones. To understand the effectiveness of the Promotional Activities of mobile phone companies and offers providing the companies. To examine the customer attitude towards Mobile Handsets and which factor motivate to select the brands.
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The study was conducted in 11coastal districts of Odisha; viz. Balasore, Bhadrakh, Jajpur, Cuttack, Kendrapara, Jagatsingpur, Puri, Khurdha, Ganjam, Angul and Dhenkanal. To make the data the more scientific, efforts are made to collect the information from various consumer-groups basing upon their age, gender, qualification, occupation, area and income. The technique used for data collection was one-by-one Interviews. Individual responses thus obtained were then compiled, processed and analysed to arrive at the opinions on various issues. The Instrument for data collection, in the form of a structured questionnaire was designed to elicit information on demographic aspects included age, gender, education, occupation and income. The psychographic variables included the factors which influence the buying decisions of mobile handsets of the respondents. The questionnaire had a mix of open-ended and close-ended questions in it. The open ended questions, which gave an added qualitative feel to the instrument, provided the logic or rationale for the behavioural patterns and thus helped generate in sights. For detailed analysis of the collected data, the mentioned parameters are further classified into various sub-groups; such as Age in to three subgroups: Below 20, 2030 and Above 30 years; Gender in to two subgroups: Male and Female; Educational Level/Qualification in to five categories: Under Matriculation, Matriculation, Under Graduation, Graduation and PostGraduation; Occupation in to four subgroups: Businessmen, Service-holders, Professionals and Students; Inhabited Area of the respondents in to three subgroups: Urban, Sub-urban and Rural; and finally the Annual Family income in to four categories: less than Rs. 1 lakh, 1 3 lakh, 3 5 lakhs and Above 5 lakhs.
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TABLE-1: DEMOGRAPHIC DISTRIBUTION OF THE SAMPLE DATA Parameter Age Class Below 20 20 30 Above 30 Gender Female Male Under Matric Matric Qualification Under Graduate Graduate Post-Graduate Business Occupation Service Professional Student Urban JournalofAsianResearchConsortium73 http://www.aijsh.org Area Suburban Rural Below 1,00,000 Income 1,00,000-3,00,000 3,00,000-5,00,000 Above 5,00,000 Frequency 101 745 354 380 820 136 84 119 407 454 164 436 176 424 844 196 160 347 378 346 129 % of Total Sample 8.4 62.1 29.5 31.7 68.3 11.3 7.0 9.9 33.9 37.8 13.7 36.3 14.7 35.3 70.3 16.3 13.3 28.9 31.5 28.8 10.8
The questionnaire contains four sections. Each section contains some subsections on some relevant aspects. These subsections are supported by some statements.Then those quantities have been added up to give average responses of a respondent on an aspect. This contains the influencing factors for purchase decision. One subsection here deals with preferential factors influencing the purchase (C1) and the other section GAP analysis on performance and expectation (GAP).
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The cities were chosen for the reason that even though the mobile telecom services are expanding across the country, yet these are concentrated in urban as well as rural areas (The World Fact book, 2008). The respondents who were using GSM mobile handsets were asked to rate the select factors on a five point scale (1 for lowest consideration and 5 for highest consideration) that they considered most while buying their latest mobile handsets. These factors were selected from the study conducted by Nasir et al, (2006) on laptop purchases. Five of the seven factors evolved through principal component analysis of the study were selected keeping in view of their relevance to the mobile handsets. This is so because mobile phones technologically in Odisha are perceived as recently innovative as laptops. The prime objective of the study was to understand the variation in the importance of the factors like Advertisement, Wide variety of Usage, Low Maintenance Cost, New Added Features, Price Discount, Free Accessories given by different age, gender groups Educational Level Occupation, and Inhabited Area. Chi-Square test has been applied for the data analysis and drawing conclusions. The approach was chosen to understand both main independent impacts as well as interaction effects of variables - age, gender, Educational Level Occupation, Inhabited Area. Among the antecedents of consumer buying behaviour, person related are connected to the needs, values, characteristics and personality of the consumer. Within the person related antecedents demographics have considerable influence on the consumer behaviour. Some of the demographics considered for the study include age, gender, level of education, occupation, inhabited area and family income In a highly competitive mobile phone market, handset manufacturers constantly struggle to find additional competitive edge and differentiating elements to persuade consumers to select their brand instead of a competitors. Of course, many factors influence the end customers purchase decision. It can be price, features, brand name, perceived ease-of-use and robustness, marketing exposure, ratings and recommendations, industrial design of the physical device and so on. In this situation, the hypothesis is taken as under: H1 : Factors influencing the purchase decision of a mobile handset is independent of demographic variables Advertisement, Wide variety of usage, Low maintenance cost and newly added features, Price discount and free accessories are the important factors influencing the purchasing decision of mobile handset. 5. MAJOR FINDINGS
The observations in this regard are: The frequency distribution of the table-1 shows interrelationship with advertisement & wide variety usage with different demographic profile of the consumers. On entirety, it is evidenced that 48 percent respondents are of strong opinion that Advertisement plays a vital role in purchasing decision of mobile handsets, around 60 percent agree that Wide variety of usage pulls them more to buy a mobile handset, 62 percent strongly consider that Low maintenance cost is a very important factor in
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purchase decision, 54.9 percent agree that Price discount is a very important criterion for a purchase decision and 46.3 percent agree that free accessories is a vital factor on deciding to purchase a particular brand of mobile handset. The calculated x2 value on the functions: Advertisement, Wide variety of usage, Low maintenance cost and newly added features, Price discount and free accessories against age, level of education, occupation, geographical area and annual family income are found significant at 5 percent level (P<0.05) rejects the hypothesis of their independence except the variables; gender and geographical area. On the factor advertisement, the largest segment of respondents; 33.3 percent representing 20-30 years in age-group, 18.2 percent representing Graduates in level of education group, 20.0 percent representing Service-holders in occupation group, 33.7 percent representing Urban residents in geographical-area group and 11.8 percent representing 3-5 lakhs in annual family income-group feel that advertisement is an important factor which influence the buying decision for a mobile handset. Similarly on wide variety of usage largest segment respondents; about 36.9 percent representing 20-30 years in age-group, 22.5 percent representing Post-graduates in qualification-criteria, 25.1 percent representing Students in occupation-group and 19.3 percent representing 3-5 lakhs in annual family income-group are of opinion that wide variety of usage makes a strong impact while buying mobile handset. The frequency distribution of the table-2 shows interrelationship with low maintenance cost & new added features with different demographic profile of the consumers. JournalofAsianResearchConsortium75 http://www.aijsh.org On low maintenance cost, it is established that major chunk of the sample; 40.7 percent representing 20-30 years in age-group, 23.9 percent representing Post-graduates in level of education group, 22.1 percent representing Service-holders in occupation-group, 44.4 percent representing Urban area residents in geographical area-group and 18.8 percent representing 3-5 lakhs in Annual family income group; consider advertisement an important factor in influencing buying decision of a mobile handset. In the same way, majority of the respondents; 41.7 percent representing 20-30 years in age-group, 44.9 percent representing females in gender-group, 23.3 percent representing Post-graduates in education-group, 44.8 percent representing Service-holders in occupation-group, 45.7 percent representing urban-area residents in geographical areagroup and 19.8 percent representing 1-3 lakh in annual family income-group realized that their buying-decision is influenced by the new added features. The frequency distribution of the table-3 shows interrelationship with price discounts & free accessories with different demographic profile of the consumers. Likewise, 32.9 percent representing 20-30 years in age-group, 33.5 percent representing Females in gender-group, 21.8 percent representing Graduates in level of education group, 23.3 percent representing Students in occupation group, and 19 percent
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representing 1-3 lakh in annual Family-income group agree that price discount has a strong influence on purchasing a mobile handset. Lastly, it is also experimented is that majority; 27.7 percent representing 20-30 years in age-group, 29.3 percent representing Females in gender-group, 18.5 percent representing Graduates in level of education group, 16.9 percent representing Students in occupation group, 34.3 percent representing the Urban residents in geographical-area group and 14.9 percent representing 1-3 lakh in Family-income group consider free accessories is an important factor in buying decision of a cell phone.
SUGGESTION 6. RECOMMENDATION
The factors influencing the customers to purchase the mobile phones are neatly surveyed and the study reveals the advertisement through different media truly influence the customers to purchase the mobile hand set. But never the less other factors like new added features and low maintenance cost also equally allure to purchase the mobile hand set. When a particular mobile phones are widely used by many a people the interest of the purchaser leans towards purchase mobile phones following the other customers and the race is no less as it is found from my survey i.e 48% of the consumers are influenced by advertisement where as 60% of consumers purchase mobile phones looking to the wide rang of sale of mobile phones in the market and so also low maintenance cost and new added features overtake other two factors mentioned above. Where there is cut throat competition in the market in sale of mobile phones, low maintenance certainly an attractive features but at the same time I would suggest the manufacturing company to keenly look to equip the mobile phones with better accessories so that the consumers will not be disgusted for frequent breakdown due to faulty mechanism and weak parts applied in the phones so that can survive in the competition. To thrive in the market it is also necessary for the company to improve their mechanism and technique in the mobile phones that will prevent frequent drops and the recovery with low cost and such a strategy is undoubtedly would be competing the race and will gain a high momentum. Although, low maintenance cost is a major features. If the frequency of break down occurs time and again it will surely stop the circulation and the demand will miserably fall, hence I would suggest that the company should be careful in this aspect. According to the marketing competition the price is a major factor of the attraction to the people. Now most of the manufacture company provides the mobile handsets at low price but the mobiles are not in good condition. The materials used in those mobile phones are of low quality. So most of the people are not attracted with that mobile phones. So for this all the company should have to know about those factors to verify this. According to the marketing condition all the mobile company should have to consider the situation and provide the higher quality of mobile sets at lower price which can be helpful to the poor people. Conclusion
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A handset of reputed brand, smart appearance, and with advanced value added features, pleasurability and usability; is the choice of consumers in between 20-30 years in age-group, females in gender-group, graduates/post-graduates in level of education-group, students/serviceholders in occupational-group, urban residents in geographical-area group and with annual family income between Rs.1-3 lakhs. Moreover advertisement plays most prominent role in buying decision of a mobile handset in the coastal districts of Odisha. REFERENCES S.L Gupta And Sumitra Pal ,Consumer Behaviour, Sultan Chand And Sons Saunders, P, Lewis A., & Thornhill W. (2003): Basics of Qualitative Research: Grounded Theory Procedures and Techniques, Sage Publications. Saxena Rajan, Marketing Management. (Tmh) Schiffman, L.G. Lazar Kanuk L. (1987).Consumer behavior (3rd ed).USA: Prentice-Hall. Shapiro, C. and Varian, H. R. (1999) Information rules: A strategic guide to the network economy. Boston, MA: Harvard Business School Press. Sharma, S. (2004): Understanding urban youth-instant karma. Indian Management, 43, (4), pp 72-81. Sheth,J.N. Mittal,B .Newmann, B.I.(1999). Consumer Behavior, and beyond. Orlando:The Dryden Press. JournalofAsianResearchConsortium77 http://www.aijsh.org Shibutani T. (1955).Reference group perspectives. American journal of Sociology, 60, 562-569 Sicard, M.C.(2003) Luxe.mensonges et marketing, mais que font les marques de luxe? Paris: Pearson Education. Slama E. Mark and Armen Taschian (1985) Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement, Journal of Marketing, 49, winter, 7282 Smith R. A. and Houston M. J. (1985, september12).A Psychometric Assessment of Measures of Scripts in Consumer memory. Journal of Consumer Research, 214- 224. Straub D., Gefen, D., & Boudreau, M.C. (2006): The World Quantitative, Positivist Research Methods Website, http://dstraub.cis.gsu.edu:88/quant/ Szybillo G.J. and Jacoby J. (1974, february9). Intrinsic versus extrinsic Cues as Determinants of perceived product quality. Journal of applied psychology, 74-77. Venkatesh, V. and Morris, M. G. (2000): Why dont men Ever Stop to Ask for Directions? Gender, Social Influence and their role in Technology Acceptance and Usage Behaviour, MIS Quarterly, 24 (1), pp. 115-139
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www.quickindia.com www.scribd.com www.Touchtelindia.com www.trai.com
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TABLES FACTORS INFLUENCING THE PURCHASE DECISION OF MOBILE HANDSET
TABLE- (1) DISTRIBUTION OF RESPONSES ON FACTORS INFLUENCING THE PURCHASE DECISION
Variable
Category VI Below 20 20-30 Above 30 Male Female Under Matric Matric Under Grad. Graduate PostGraduates Business Service Professional Student Urban Suburban Rural 1 lakh 1-3 lakh 3-5 lakh 5 lakh Total 5.1 33.3 9.6 15.5 32.5 5.4 3.1 5.3 18.2 16.0 7.9 20.0 4.8 15.3 33.7 6.7 7.7 12.4 15.5 15.8 4.3 48.0 SI 2.3 20.4 13.2 11.0 24.9 2.6 2.1 2.7 12.8 15.8 3.3 9.9 6.8 15.9 25.8 6.3 3.8 10.7 8.5 11.8 5.0 35.9
Advertisement UI Total 1.0 8.3 6.8 5.2 10.9 3.3 1.8 1.9 3.0 6.0 2.4 6.4 3.2 4.1 10.8 3.3 1.9 5.8 7.5 1.3 1.4 16.1 8.4 62.1 29.5 31.7 68.3 11.3 7.0 9.9 33.9 37.8 13.7 36.3 14.7 35.3 70.3 16.3 13.3 28.9 31.5 28.8 10.8 100 11.24* 51.85* 0.34NS
2
Wide variety of usage value VI 6.3 36.9 16.8 20.5 39.5 6.0 4.9 8.5 18.1 22.5 6.4 21.8 6.8 25.1 40.9 11.3 7.8 13.4 18.8 19.3 8.6 60.0 SI 1.3 20.8 10.8 9.3 23.6 3.1 2.1 .4 13.3 13.9 4.3 13.6 6.1 8.8 24.1 4.0 4.8 11.3 11.3 8.2 2.2 32.8 UI Total .9 4.3 1.9 1.9 5.3 2.3 1.0 2.5 1.4 2.9 1.0 1.8 1.4 5.3 1.0 .8 4.3 1.5 1.4 0 7.2 8.4 62.1 29.5 31.7 68.3 11.3 7.0 9.9 33.9 37.8 13.7 36.3 14.7 35.3 70.3 16.3 13.3 28.9 31.5 28.8 10.8 100 9.17NS 17.65* 5.27NS
2
value
Gender Qualification
Age
56.09*
102.81*
Occupation
58.28*
104.38*
Income
Area
68.05*
77.34*
NB: VI- Very Important, SI Somewhat Important, UI Unimportant, * - Significant at 5 level (P< 0.05), NS Not Significant
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TABLE-(2) DISTRIBUTION OF RESPONSES ON FACTORS INFLUENCING THE PURCHASE DECISION
Variable
Category
Low Maintenance Cost VI SI 2.6 15.6 8.6 9.3 17.4 1.7 2.6 4.8 9.6 8.2 5.1 10.1 2.8 8.8 17.8 4.4 4.6 6.9 11.0 UI 1.8 5.8 3.6 3.3 8.0 .8 .4 1.0 3.3 5.8 2.9 4.2 1.4 2.8 8.2 .5 2.6 4.2 2.8 Total 8.4 62.1 29.5 31.7 68.3 11.3 7.0 9.9 33.9 37.8 13.7 36.3 14.7 35.3 70.3 16.3 13.3 28.9 31.5 29.95* 18.8 7.6 6.2 2.7 3.8 .5 28.8 10.8 33.93* 46.51* 60.42* 2.29NS 20.05*
2
New Added Features value VI 3.3 41.7 18.1 18.1 44.9 5.5 4.8 6.3 23.1 23.3 8.6 24.8 7.1 22.6 45.7 8.5 8.8 16.8 19.8 SI 1.3 13.9 8.5 8.3 15.4 3.1 .9 .9 8.2 10.7 3.3 6.4 4.8 9.3 15.9 6.4 1.4 6.3 6.5 UI Total 3.8 6.5 2.9 5.3 8.0 2.8 1.3 2.7 2.7 3.8 1.8 5.2 2.8 3.4 8.8 1.4 3.1 5.9 5.2 8.4 62.1 29.5 31.7 68.3 11.3 7.0 9.9 33.9 37.8 13.7 36.3 14.7 35.3 70.3 16.3 13.3 28.9 31.5 49.13* 18.9 7.5 8.6 2.4 1.3 .8 28.8 10.8 51.76* 30.82* 69.21* 9.26* 105.60*
2
value
Below 20 20-30 Age Above 30 Male Female Under Matric Qualification Matric Under Grad. Graduate Post Graduate Business Occupation Service Professional Student Urban Area Suburban Rural Below 1 lakh Income 1-3 lakh 3-5 lakh Above 5 lakh
4.0 40.7 17.3 19.1 42.9 8.8 4.0 4.2 21.1 23.9 5.7 22.1 10.4 23.8 44.4 11.4 6.2 17.8 17.8
Gender
Total
62.0
26.8
11.3
100.0
63.0
23.8
13.3
100.0
NB: VI Very Important, SI Somewhat Important, UI Unimportant, * - Significant at 5 level (P < 0.05), NS Not Significant
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TABLE-(3) DISTRIBUTION OF RESPONSES ON FACTORS INFLUENCING THE PURCHASE DECISION
Variable
Category VI SI
Price Discounts
2
Free Accessories
2
value value Total Total Below 20 6.6 1.3 .5 8.4 5.2 2.8 .4 8.4 20-30 32.9 20.8 8.3 62.1 27.7 22.6 11.8 62.1 28.10* 29.92* Above 30 15.4 11.2 2.9 29.5 13.5 13.0 3.0 29.5 Male 21.4 6.8 3.5 31.7 17.1 9.8 4.8 31.7 Gender 40.69* 15.38* Female 33.5 26.6 8.3 68.3 29.3 28.7 10.4 68.3 Under Matric 5.8 4.7 .9 11.3 5.8 3.4 2.2 11.3 Matric 4.8 1.7 .5 7.0 3.4 2.8 .8 7.0 57.20* 57.22* Under Grad. 6.2 2.3 1.4 9.9 4.3 4.6 1.0 9.9 Graduate 21.8 8.6 3.5 33.9 18.5 12.9 2.5 33.9 Post Graduate 16.3 16.1 5.4 37.8 14.3 14.8 8.8 37.8 Business 7.1 5.1 1.5 13.7 4.6 7.2 1.9 13.7 Service 16.3 14.2 5.8 36.3 14.4 14.8 7.2 36.3 42.06* 69.39* Professional 8.2 5.1 1.4 14.7 10.4 2.8 1.4 14.7 Student 23.3 9.0 3.0 35.3 16.9 13.7 4.8 35.3 34.3 25.0 11.0 70.3 Urban 37.7 23.8 8.8 70.3 Suburban 8.6 5.8 2.0 16.3 5.7 7.4 3.3 16.3 22.17* 8.78NS Rural 8.7 3.8 .9 13.3 6.3 6.0 1.0 13.3 Below 1 lakh 15.6 9.4 3.9 28.9 14.7 10.3 4.0 28.9 1-3 lakh 19.0 9.1 3.4 31.5 14.9 13.3 3.3 31.5 16.87* 18.92* 3-5 lakh 14.6 10.3 3.9 28.8 12.0 10.8 6.0 28.8 Above 5 lakh 5.8 4.5 .5 10.8 4.8 4.1 1.9 10.8 Total 54.9 33.3 11.8 100.0 46.3 38.4 15.3 100.0 NB: VI Very Important, SI Somewhat Important, UI Unimportant, * - Significant at 5 level (P < 0.05), NS Not Significant Income Area Occupati on Qualification Age Group
UI
VI
SI
UI

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TABLES FACTORS INFLUENCING THE PURCHASE DECISION OF MOBILE HANDSET

TABLE- (1) DISTRIBUTION OF RESPONSES ON FACTORS INFLUENCING THE PURCHASE DECISION

TABLE-(2) DISTRIBUTION OF RESPONSES ON FACTORS INFLUENCING THE PURCHASE DECISION

TABLE-(3) DISTRIBUTION OF RESPONSES ON FACTORS INFLUENCING THE PURCHASE DECISION

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