Study of consumer behavior in selecting mobile phones
Summary :
Table of Contents
- Objectives of the research
- An overview of the business context
- Story of Nokia- the market leader
- Research design
- Consumer satisfaction analysis
- Reseach methodology
- Analysis
- Conclusion
- Questionnaire
- Bibliography
Abstract
mobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs.
Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet.
Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a differentiator anymore.
Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is another feature that emerges as the driver for replacing the current handset. This feature can be a most cost effective differentiating feature for the low end phones.
Most handset vendors have been bringing out new models at fairly regular intervals. The maximum activity takes place at the high end, where the launch of a newer model makes the older model cheaper, shifting it to the mid segment. However, the low-end handset users, who make up a huge number, don't get access to such features as the prices of such phones do not fall below a certain level. The dissatisfaction among the existing users stems from this, as they are unhappy at not being able to avail these high-end features.
The handset vendors need to address these expectations of the mass market to be able to entice them towards their products.
Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet.
Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a differentiator anymore.
Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is another feature that emerges as the driver for replacing the current handset. This feature can be a most cost effective differentiating feature for the low end phones.
Most handset vendors have been bringing out new models at fairly regular intervals. The maximum activity takes place at the high end, where the launch of a newer model makes the older model cheaper, shifting it to the mid segment. However, the low-end handset users, who make up a huge number, don't get access to such features as the prices of such phones do not fall below a certain level. The dissatisfaction among the existing users stems from this, as they are unhappy at not being able to avail these high-end features.
The handset vendors need to address these expectations of the mass market to be able to entice them towards their products.
See similar documents : Marketing
1
Study of rural marketing in the present scenario in India
Market study | 05/08/2009 | en | .doc | 53 pages
2
Customer perception towards Indian and Chinese goods
Term papers | 04/14/2009 | en | .doc | 14 pages
4
Identifying a customer: Bharti Broadband Networks Limited
Indian project | 05/27/2009 | en | .doc | 38 pages
Latest in the category : Marketing
1
Marketing a product and determining the market strategy
Term papers | 11/12/2009 | en | .doc | 2 pages
Most downloaded in the last 30 days : Marketing
4
The relevance of Below: The Line activities to current marketing communication practices
Term papers | 04/02/2009 | en | .doc | 11 pages
Change Currency
Content partner :
Acepublisher.com is a pioneer in validating and publishing top quality content.
Term papers | 09/30/2009 | us | .doc | 8 pages
Delocalization: Advantages, inconveniences and consequences
Term papers | 09/29/2009 | us | .doc | 10 pages
Strategic management in an organization
Term papers | 09/29/2009 | us | .doc | 14 pages
Our guarantee :
How it works?
Quality guaranteed
Refunds
Secure payment
Who are we ?
