BRM Final Report: Understanding Consumers Buying Behavior for

Mobile Phones

ACKNOWLEDGEMENT
If the only prayer you ever say in your whole life is "thank you," that would suffice, -Meister Eckhart We would like to express our deep sense of hearty and special gratitude to our faculty guide ---------for her valuable suggestions and constant help; encouragement throughout the preparation of this project and for the valuable time he spent with us, and without whose help it would have not attained its present shape. We convey our special thanks to all fellow batch-mates for their co-operation in preparing this report smoothly.

EXECUTIVE SUMMARY
Mobile phones are necessity of humankind since civilization. As people have become more and more civilized, their needs have enhanced as well, so as the features in phones. With increase in features the market players also differentiated its product and preferences of human beings have changed according to features. Gender also affects the preference of factors. With the increase in choices of brands and variety in both Indian as well as international market there are a numbers of factors which affect the preference of consumers. Our objective in this report was to find the major factors that influence the buying decisions of the youths (both male and female) for mobile phones. In order to do this we did a primary research through the means of questionnaire of 100 sample sizes. The population of the sample was 1st year MBA students of IBS, Hyderabad. The sample consisted of 50 males and 50 females. To find out relation between various factors for the selection of phones among youth of both the genders we analyzed on the basis of Multivariate Analysis, Cluster Analysis, Factor Analysis and Discriminant Analysis. On doing the Factor Analysis we found that there are 7 major factors which influence the buying decision of the selected samples. On doing the Discriminant Analysis we didnt get a significant model which could explain significantly the factors for buying Indian or Foreign phones or factors affecting the buying behavior amongst male and female. After doing this research we find that there were not many differences in the factors affecting the buying behavior in male and female. They are more or less influenced by the same factors.

INTRODUCTIOn
Mobile phone

A mobile telephone or cellular telephone (commonly, "mobile phone" or "cell phone") is a long-range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. Most current mobile phones connect to a cellular network of base stations (cell sites), which is in turn interconnected to the public switched telephone network (PSTN) (the exception are satellite phones).

History

The introduction of hexagonal cells for mobile phone base stations, invented in 1947 by Bell Labs engineers at AT&T, was further developed by Bell Labs during the 1960s. Radiophones have a long and varied history going back to the Second World War with military use of radio telephony links and civil services in the 1950s, while hand-held cellular radio devices have been available since 1983. Due to their low establishment costs and rapid deployment, mobile phone networks have since spread rapidly throughout the world, outstripping the growth of fixed telephony. In 1945, the 0G generation of mobile telephones was introduced. 0G mobile telephones, such as Mobile Telephone Service, were not officially categorized as mobile phones, since they did not support the automatic change of channel frequency in the middle of a call, when the user moved from one cell (base station coverage area) to another cell, a feature called "handover".

In 1970 Amos Joel of Bell Labs invented the "call handoff" feature, which allowed a mobile-phone user to travel through several cells during the same conversation. Martin Cooper of Motorola is widely considered to be the inventor of the first practical mobile phone for handheld use in a non-vehicle setting. Using a modern, if somewhat heavy portable handset, Cooper made the first call on a handheld mobile phone on April 3, 1973. At the time he made his call, Cooper was working as Motorola's General Manager of its Communications Division.

Fully automatic cellular networks were first introduced in the early to mid-1980s (the 1G generation). The first fully automatic mobile phone system was the 1981 Nordic Mobile Telephone (NMT) system. Until the
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early 1990s, most mobile phones were too large to be carried in a jacket pocket, so they were usually permanently installed in vehicles as car phones. With the advance of miniaturization and smaller digital components, mobile phones got smaller and lighter.

The JOURNEY

Although mobile phones have taken over our current society, they have been around for several decades in some form or another. Beginning in the late 1940s, the technology that would later be used in todays cell phones was created and the idea of a mobile phone was introduced. This cell technology was first used in mobile rigs which was mainly used in taxis, police cars and other emergency vehicles and situations. Truckers also used a form of this technology to communicate with each other. Little did they know how far their idea would advance to make it accessible to the majority of the population.

The first mobile phones, referred to as First Generation or 1G, were introduced to the public market in 1983 by the Motorola Company. These first mobile phones used analog technology which was much less reliable than the digital technology we use today. The analog phones also had a great deal more static and noise interference than we are accustomed to today. The first mobile phones during this era were confined to car phones and they were permanently installed in the floorboard of automobiles. After a few years, they became mobile and consumers could take the phones with them outside of the car. However, they were the size of a large briefcase and very inconvenient. The main purpose of this First Generation technology was for voice traffic, but consumers felt insecure about people listening in on their conversations. These new mobile phones were also rather expensive, many of them costing hundreds of dollars. They were more of a status symbol during the decade rather than a means of convenience.

During the 1990s, great improvements were made in the mobile phone technology. These phones used Second Generation, or 2G technology. In 1990, the first cell phone call was made using the new digital technology that became characteristic of this era. The Second Generation cellular phone technology was faster and much quieter than its analog predecessor. As a result, it became even more popular than previous models, too. The new technology also made them capable of being smaller rather than the large briefcasesized units from the 1980s. Smaller batteries and other technology that made the phones more energyefficient helped contribute to their smaller sizes and their popularity. Companies also strived to make the prices more affordable than the mobile phones of the 1980s. You could buy a decent cell phone with 2G technology for approximately $200 along with an airtime service. The cell phone industry was beginning to
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take off.

The Third Generation technology, or 3G, is what many people currently use in their digital cellular phones today. This technology was created very soon after the excitement that the 2G technology created. This new technology is not only capable of transferring voice data (such as a phone call), but it is also able to transfer other types of data, including emails, information and instant messages. These capabilities have helped to increase the amount of sales and the popularity of these new phones. Many users prefer to use the instant messaging capabilities to text other users rather than call them in the form of a traditional phone call. Many cell phone companies offer free and very affordable phones for consumers who sign-up with their airtime service for a contractual period. Prices for the services range but the competition in the industry is helping to keep them more affordable than they have been in previous years.

You would think that there is little more that you could do with cellular phone technology. This is, however, not the case. There are currently plans in place to develop a Fourth Generation 4G technology. Goals for this new set of standards include a combination of technologies that will make information transfer and internet capabilities faster and more affordable for cellular phones. At this time, there is no one definition that can be attributed to 4G technology because researchers are still striving to make advances and build upon the technology that already exists.

The mobile phone industry continues to grow by leaps and bounds as it has in the past few decades. Even though it started a little more than 20 years ago, manufacturers have created an abundance of new technologies that keep cell phone users coming back for more. They continue to increase the number of capabilities and services to accommodate the growing needs of todays on the go culture. Waiting anxiously is the only way to find out what they will think of next.

As the number and quality of WI/FI points become available and with the growth of Smart Phones that not only provide the basic functions expected in a mobile phone but provide so much more the market is changing and brand new players have entered the market including Apple with the successful Iphone and Research Machines with the equally successful Blackberry. In 2008 a new player enters the market providing an open source operating system for mobile phones that manufacturers can use and adapt, the new player is Google who make the Android operating system available and the first phone to appear is the G1 from T-Mobile, because the OS is open source the number of applications available is expected to grow and sites like The Android Library who provide a library of the latest free and commercial applications will
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grow. It remains to be seen if this latest entry of an Operating System in the Smartphone market will make a significant impact but many feel this could be the future for the market

STATEMENT OF PURPOSE
The major focus is to ascertain the factors which lead to the usage or deviate from the usage of mobile phones among the youth (both male and female). The methods used are Multivariate Analysis, Discriminant analysis, Factor analysis and Cluster analysis.

RESEARCH PROBLEM

What are the various factors that affect the purchase of a mobile phone among the young consumers (both male and female) in India?

What are the most important features that are to be incorporated in mobile phone brand which targets the Youth; specially the professionals of IBS Hyderabad?

To find the preferences amongst youth for Indian and Foreign brands.

OBJECTIVES
To study the factors those are considered by the youth segment while making a buying decision of mobile phones. Further the youth segment has been divided into male and female to understand their respective preferences. To evaluate the features which a consumer looks for in various brands available in the market. To find the preferences amongst youth for Indian and Foreign brands.

Research Articles

1. Consumer Behavior Statistics of Mobile Telephone Services Frida Ahslund Master of Sciences Thesis, Stockholm, Sweden 2006 This thesis looks at how the users of mobile telephone services have behaved historically by exploring the transaction data in the Internet Payment Exchange database. With analyze of variance it was possible to establish what behavior to expect in the future. Also, the content-providers were clustered with the unsupervised clustering method self-organizing maps. It can be shown that 61 % of the users use one or two services per month. 77,6 % of the users use services four month per year or less. 55% of the users use only services that are free. 37,4 % of the users that pay for some of their services spend 10 SEK or less per month. 28 % of the users are responsible for 90% of the spending. It was possible to find a cluster of content providers that had more transactions as well as higher spending per user and month, than other content providers. The group had an average of 3,84 transactions, and 51,56 SEK per user and month.

2. Wireless Consumer Behavior http://www.3g.co.uk/PR/July2003/5644.htm

Campaigns targeting MobileNet consumers must go beyond considerations of location and time focusing on broader user context in order to be effective, according to a study released today by researchers at the International University of Japan. Based on the results of 14,000 mobile user responses nationwide, the researchers have created an approach that includes user context for developing and deploying MobileNet solutions. Although physical location and time of day at which users access the MobileNet is important and correlated to some extent with user

content choice, the results suggest that such factors provide no true foundation upon which to build effective marketing campaigns or profitable business models. Its not enough to know the location of the user, said Prof. Philip H. Sid el, who co-authored the study with Prof. Glenn E. Mayhew, Ph.D. You have to understand why the user is there to be effective. To truly understand the MobileNet user and to see the mobile platforms potential -- requires a much richer context of attitudes and motivations. The study, which is available for free at www.MoCoBe.com, identifies psychological drivers, specifically how consumers view their mobile devices, which provide a much clearer segmentation of consumer behavior and the content choices that they make.

Other findings of the study were that consumers more often accessed the MobileNet in non-mobile locations such as from home (29 percent) and work (28 percent) rather than while commuting (19 percent) or during leisure time (22 percent). The most popular MobileNet access location in the home is the living room and from the office is an individuals desk or primary work space. While the most popular access location while commuting was on the train or subway. The portable aspect of the MobileNet, the ability to have it with you wherever you are, is more important than the ability to use it on the go, said Prof. Mayhew. So places where people spend the most time become the high volume usage locations. Other results from the study include: The locations and times of day from which individuals access the MobileNet do have a relationship with total usage and the type of content that is accessed, but such relationships are weak. Prof. Sidel said, Based on what has appeared in the business press, you would expect to find clear patterns between the content people choose to access relative to time of day, general location such as home or work -- and specific locations such as a restaurant or a bus -- from which they conduct their MobileNet sessions. There are some patterns that exist, but definitely not enough clarity supporting them to build an effective marketing campaign or business model. While location and time of day had weak relationships with usage, how people feel about their phone h ad much clearer interactions. For example, people who value their phones ability to keep them informed are heavier users of news and information. Those who value the convenience of the MobileNet are far less likely to download ringtones and backgrounds, and are far more likely to use their phones for email and chat -- 81percent as opposed to 76 percent overall. These relationships made intuitive sense, but also offered new insights, said Prof. Mayhew. Providing mobile experiences based on the inherent value that each individual perceives in the mobile platform will
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not only yield richer experiences for individual users, but is very likely to significantly impact average revenue per user (ARPU) and overall MobileNet usage. For the overwhelming majority of people, the MobileNet is primarily a communication platform. Over 75 percent of respondents gave email/chat as their most accessed content. Ringtone/picture downloads was next at 5 percent. News/information (4 percent), traffic/ transportation information (3 percent), and entertainment (2 percent) were also categories with 2 percent or more response. The analysis of the study is continuing and Prof. Sidel will present updated results in November at the IDGsponsored 3G Japan; Wireless and Beyond conference in Tokyo.

3. International Marketing Communication in Mobile Phone Industry Junwen Guo, University essay from Blekinge Tekniska Hgskola/Sektionen fr Management (MAM)

The purpose of this study orients to the discussion of the applicability of Integrated Marketing Communication (IMC) in Chinese market, typically in the music mobile phone industry.This paper endeavors in contributing to the analysis of the local consumer behavior characteristics in the process of purchase decision making as well as shaping long-term attitude towards mobile phone brands, in order to discuss the effectiveness of the objective marketing strategy and the application of the Integrated Marketing Communication in the branding strategy.

Methodology
Our approach to the research was as follows: 1. Pilot study: The group will conduct a pilot study inside the IBS campus in order to evaluate the effectiveness of the questionnaire and to find out the factors that contribute most towards the buying behavior. A pre-test questionnaire has been prepared and filled up by a small random sample of 30 respondents which will help in identifying the factors which contribute least towards the buying decision of the youth. These factors will not be considered for the post-test questionnaire. 2. Sample design: Our target sample is 100 students (50Males, 50Females) of 1st year MBA program of IBS Hyderabad. We took 50 male and 50 female because our research objective was to find out the differences in their preferences.

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3. Research design: We made use of descriptive research design as our objective was very well defined. We use this study because we wanted to make specific predictions and wanted to find out the characteristics of male and female preference patterns. We also made use of the questionnaire in which we basically used itemized category scale, likert scale. Our major output made use of the checklist question and likert scale; it contributed to major part of our analysis. 4. Data collection: It is collected from secondary sources in the form of: a) Research articles: As discussed above. b) Questionnaires: For primary data collection from the 1st year MBA students of IBS Hyderabad. The number of field workers used was 7 and the period of data collection was from 21st December till 27th December, 2008. 5. Statistical tools used: We basically made use of 3 major statistical tools which are as follows:

A) Discriminant analysis: Discriminant function analysis is used to classify the cases into values of a categorical dependent variable. It is used to determine which variables discriminate between two or more naturally occurring groups. It also called Canonical discriminant analysis. L = b1x1 + b2x2 + ... + bnxn + c where, L is the latent variable that is formed by the discriminant function. The b's represent the discriminant coefficients The x's being the discriminating variables and c is a constant.

B) Factor analysis: Factor analysis is a statistical data reduction technique which is used to explain the variability among the observed random variables. This analysis is done in terms of fewer unobserved random variables called factors. The observed variables are modeled as linear combinations of the factors, plus "error" terms. It is used in behavioral sciences, social sciences, marketing, product management, operations research, and other applied sciences that deal with large quantities of data. In Factor analysis, there is nothing like dependent and independent variable. Instead all variables are analyzed at a time irrespective of which is dependent and which is independent. It helps in answering four major questions:
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1. How many different factors are needed to explain the pattern of relationships among these variables? 2. What is the nature of those factors? 3. How well do the hypothesized factors explain the observed data? 4. How much purely random or unique variance does each observed variable include? Some of the applications of factor analysis are: To explain a business phenomenon, there are some of the hidden factors that need to be determined. (Interdependency and pattern delineation) To find out uncorrelated variables or factors that can be used in multiple regression and other tools (Parsimony and data reduction)

Methods of Factor Analysis: Two major types of Factor Analysis are Principal Component Analysis and Principal Axis Factoring (also called as Common Factor Analysis). Exploratory Factor Analysis is that method which is used to explore or uncover the underlying structure of relatively large number of variables. A factor is formed from a set of variables. As said, a factor can be expressed as a linear combination of a set of variables. Let us see an example. F1 = a1 x1 + a2 x2 + a3 x3 F2 = b1 x1 + b2 x2 + b3 x3 Here we have two factors and these two are expressed in terms of three variables x 1, x2 and x3. The numbers a1, a2, a3, b1, b2, b3 are called as Factor Loadings. They represent the correlation coefficients of individual variables on the factors. The first step in Factor Analysis is to calculate two important measures namely Eigen-values and Communalities. Communality exists for variables and Eigen values exist for the factors. Hence there are 2 Eigen values (in this case) and three communalities. Eigen Value of F1 = (a1)2 + (a2)2 + (a3)2

C) Cluster analysis:

Cluster analysis also called segmented analysis or taxonomy analysis which seeks to identify homogeneous subgroups in a population. It identifies a set of groups which both minimizes within group variation and maximizes between group variation. There are three basic types of clustering:
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1. Hierarchical Clustering: Hierarchical clustering builds (agglomerative), or breaks up (divisive), a hierarchy of clusters. The traditional representation of this hierarchy is a tree (called a dendrogram)

2. K- means Clustering: The K-means clustering assigns each point to the cluster whose center (also called centroid) is nearest. 3. Two step Clustering: The Two Step Clustering is a scalable cluster analysis algorithm designed to handle very large datasets. It is Capable of handling both continuous and categorical variables and attributes. In the first step of the procedure, one has to pre-cluster the records into many small subclusters. Then, cluster the sub-clusters from the pre-cluster step into the desired number of clusters. If the desired number of clusters is unknown, the Two Step Clustering will find the proper number of clusters automatically.

PRE-Questionnaire Method:
PRE TEST RESPONSES ANALYSIS
We have used pre test questionnaire in order to ensure that the accurate variables go for the final analysis. In this test the questionnaire is split into two parts, first one has the main questions and the other half has its statements. Then the questionnaire is filled by various respondents and their responses are analyzed and only those responses are taken into final analysis whose correlation among main and split questions is more than 65 %. By correlation we mean that the responses towards main and split question must be in the range of plus or minus 1. For example if a respondent gives a response towards the main question of a product

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characteristic as 3 and in split question if he gives 1 or 5 then his responses are not correlated. Such instances are taken into account and correlation among answers is found. Analyzing the results of the pre-test questionnaire, we found that of the 28 variables under research, only 20 variables had a significant correlation in their responses by various respondents. Thus, we cut down the 28 variables into 20 final variables which will be included in the final questionnaire to reach the final conclusion of the research.

FINDINGS OF PRE TEST QUESTIONNAIRE: The variables in pre test questionnaire are documented under three different questions. Following were the findings of our survey under each question:

QUESTION NO. 1
The following table shows the variables which were taken that affect consumer behavior at the most primary level, and hence are taken as the most integral aspect of any mobile phone characteristics (headed under product characteristics) and respondents response for each variable. Also shown below is a chart showing correlation of main and split questions for each variable.

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Product characteristics (main question) S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Size 5 2 3 2 4 4 2 3 5 3 1 5 4 4 5 1 2 5 4 2 2 4 4 4 1 2 3 2 2 4 Mobile color 5 4 4 2 1 3 4 2 1 2 1 2 1 4 4 3 3 3 3 2 2 4 3 1 4 2 3 3 3 1 Shape of the Mobile 2 1 2 3 4 5 4 4 4 3 2 5 4 4 3 1 5 3 1 2 1 5 3 4 3 3 1 4 5 2 Number of Mobiles 4 1 3 2 1 1 1 1 4 3 2 1 4 5 2 1 2 3 4 4 1 4 2 5 1 4 4 3 3 1

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S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Discrepencies Correl (%)

Mobile Size 4 2 1 2 2 3 3 1 4 4 2 2 4 3 2 1 2 4 1 2 3 2 4 3 4 2 3 1 2 2 9 70

Split Statement Mobile color 2 3 4 3 1 2 2 2 1 3 1 2 3 3 4 3 1 3 4 2 3 4 1 1 4 4 2 5 2 1 7 76.66

Shape of the Mobile 1 3 2 2 2 3 4 1 4 3 3 4 1 2 4 2 5 4 3 3 4 4 2 2 2 5 2 3 2 3 12 60

Number of Mobiles 4 3 2 3 1 4 2 3 4 4 2 3 4 5 4 1 3 1 4 1 2 4 3 2 1 3 1 3 5 2 10 66.66

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Product characteristics (Main questions) S. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Screen Type 1 5 2 2 1 2 3 2 3 4 2 3 5 5 2 1 1 1 2 3 3 1 5 2 5 4 5 3 4 2 Screen Size 5 4 1 2 1 4 1 4 4 5 3 1 4 3 4 4 1 5 1 4 4 4 4 5 3 2 5 5 3 2 Screen Color 3 3 4 3 3 3 2 3 5 5 1 5 1 1 3 5 4 1 2 2 1 3 2 1 2 1 3 4 5 4 LED Light 2 2 5 5 4 2 1 4 5 5 2 1 2 5 4 3 5 5 3 4 3 3 4 2 3 4 1 1 1 3 Durability 3 5 4 1 2 2 2 2 5 5 1 4 2 5 3 1 4 4 1 2 5 1 5 1 5 1 5 4 3 1

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S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Discrepencies Correl (%)

Screen Type 1 4 2 3 1 2 1 2 3 3 2 3 4 2 2 1 2 1 4 3 2 3 5 3 2 4 4 3 4 4 6 80

Screen Size 5 4 3 3 1 2 2 4 2 4 3 2 2 3 3 2 1 5 2 4 2 4 3 5 1 2 4 2 3 1 8 73.33

Split questions Screen Color 5 2 2 2 1 5 3 2 3 5 3 4 2 4 4 2 2 2 3 1 2 5 1 4 5 2 4 1 4 5 14 53.33

LED Light 1 2 4 5 2 2 1 3 3 4 2 4 3 5 2 3 4 5 1 5 3 2 4 5 3 5 1 3 2 4 7 76.66

Durability 4 4 3 1 2 4 2 3 4 5 3 4 3 5 2 1 2 4 1 3 5 3 5 2 4 1 5 3 4 2 4 86.66

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Product characteristics (main question) S. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Warranty 3 5 5 3 5 3 5 3 5 5 4 4 4 2 4 1 4 3 2 3 1 3 1 5 1 5 4 3 4 5 Presence of calculator 3 1 4 1 3 1 2 5 4 2 2 3 1 1 2 4 1 2 4 3 1 5 2 5 5 1 4 1 2 4 Bluetooth 5 2 3 3 1 1 5 4 5 4 1 5 5 3 2 2 1 1 1 5 3 4 2 2 4 4 2 2 2 1 Stop Watch 4 4 4 3 4 4 3 4 3 4 2 2 5 2 3 3 5 1 5 4 5 5 2 4 1 1 4 3 3 1 Alarm 1 5 4 4 4 3 5 3 4 3 5 4 4 5 5 4 2 1 4 5 2 3 4 3 5 3 2 3 3 2

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S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Discrepencies Correl (%)

Warranty 4 4 3 3 5 2 3 1 4 5 2 4 5 3 2 2 3 3 5 3 2 3 1 2 1 4 1 2 2 5 9 70

Split Questions Presence of calculator 1 2 2 2 2 4 5 4 3 4 5 4 2 3 1 1 2 4 5 2 1 2 3 3 4 2 1 2 4 2 14 53.33

Bluetooth 2 4 2 3 3 4 4 5 2 3 2 3 5 1 3 4 1 2 4 2 5 3 3 5 3 5 2 4 2 3 14 53.33

Stop Watch 3 5 1 3 2 3 5 4 2 1 2 2 4 2 4 3 3 2 4 1 3 2 3 3 2 4 1 3 4 2 13 56.66

Alarm 3 4 2 4 1 4 3 1 4 4 5 1 2 4 3 3 4 2 3 3 3 5 4 1 4 3 4 4 4 4 12 60

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Product characteristics (Main questions) S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Water Resistance 1 1 3 3 4 1 4 3 5 4 4 3 2 1 4 2 2 5 3 2 4 3 5 3 3 3 5 4 5 4 Shock Resistance 3 4 1 2 2 2 5 2 5 1 3 5 3 1 5 5 1 4 2 4 2 4 5 3 2 3 5 3 3 3 Battery Life 3 3 3 1 3 4 1 1 4 4 4 3 1 4 5 4 4 3 4 1 3 3 1 4 3 5 4 1 5 3 Weight 4 4 1 1 2 1 4 3 4 2 3 3 5 3 4 4 2 1 2 1 4 4 2 2 5 1 3 4 5 2 Service Centre Availability 1 4 2 1 1 4 4 1 1 4 2 1 1 4 3 3 3 3 2 2 3 5 4 5 2 3 3 4 1 4

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Split Questions S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Discrepencies correl (%) Water Resistance 3 2 2 3 4 1 3 5 4 4 5 3 4 3 2 3 1 4 3 2 4 3 4 2 5 2 5 4 1 4 3 90 Shock Resistance 2 5 2 1 4 2 4 3 4 2 3 4 1 2 4 5 3 3 3 4 3 3 4 5 2 4 5 4 2 3 4 86.66 Battery Life 1 3 5 2 4 3 4 1 2 4 3 4 4 3 4 2 3 4 3 2 1 3 2 3 4 5 3 2 5 4 7 76.66 Weight 3 5 2 1 3 2 4 1 5 3 2 4 4 2 3 5 3 3 1 2 3 4 1 3 2 1 2 5 4 1 3 90 Service Centre Availability 4 3 1 3 1 3 1 2 1 3 4 2 1 2 4 2 1 4 3 2 2 4 5 2 3 2 3 5 2 5 6 80

Responses of 30 respondents towards product characteristics of a mobile phone affecting buying behavior and their split statement.

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The tables which are given above shows the respondents views on what affects consumer buying behavior for mobile phones as far as characteristics of a mobile phone are concerned. In bold are those responses which are not correlated in case of main and split question. As we have taken a range of response plus or minus 1 for correlation, therefore for a response 3 in main question both 1 and 5 responses in split question is not correlated. Given below is a table showing correlation between responses to various product characteristics. In this table, the characteristics which are shown in bold have correlation coefficient less than 65 % and therefore are not taken in final analysis.

Product Characteristics Mobile Size Mobile color Shape of the Mobile Number of Mobiles Screen Type Screen Size Screen Color LED Light Durability Warranty Presence of calculator Bluetooth Stop Phone Alarm Water Resistance Shock Resistance Battery Life Weight Service Centre Availability

Correlation 70 76.66 60 66.66 80 73.33 53.33 76.66 86.66 70 53.33 53.33 56.66 60 90 86.66 76.66 90 80

Correlation between responses for main and split questions in case of product characteristics.

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Correlation
100 90 80 70 60 50 40 30 20 10 0

Correlation

Battery Life

Screen Color

Mobile Size

Mobile color

Warranty

Shape of the Mobile

Water Resistance

Shock Resistance

Marine Compass

Screen Type

LED Light

Screen Size

Durability

Weight

Alarm

Correlation among responses to main question and split statements for various product characteristics affecting consumer buying behavior.

Question 2
The following table shows the variables which were taken that affect consumer behavior at the most primary level, and hence are taken as sources of information and respondents response for each variable. Also shown below is a chart showing correlation of main and split questions for each variable.

S. No. Advertisement 1 5 2 1 3 3 4 2 5 2 6 5 7 4 8 5

Internet 2 2 2 1 3 5 2 4

Sources (Main Questions) Promotional Efforts (Schemes, discounts etc) 5 5 2 4 3 1 4 2

Word Of Mouth (Friends, Work Groups) 5 2 3 2 5 3 3 3 24

Service Centre Availability

Presence of calculator

Number of Mobiles

Stop Phone

9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

2 1 2 1 2 5 4 1 4 3 2 2 1 4 1 2 5 4 4 1 2 1

5 4 2 5 1 5 5 2 3 4 4 2 1 3 1 1 5 5 1 4 1 3

5 1 2 5 1 1 3 5 2 4 1 5 4 5 3 2 1 4 1 4 2 5

3 1 5 4 3 5 4 4 5 1 4 2 1 4 1 1 4 1 2 2 5 4

Statement (Split Questions) Promotional Efforts (Schemes, discounts etc) 4 3 1 5 2 1 Word Of Mouth (Friends, Work Groups) 4 3 2 1 5 2 25

S. No. 1 2 3 4 5 6

Advertisement 5 2 1 3 1 4

Internet 4 3 5 2 4 4

7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Discrepencies correl (%)

5 4 1 3 1 2 3 4 2 1 3 4 1 3 1 2 1 2 4 5 3 2 1 3 5 83.33

2 1 4 4 2 5 1 5 2 4 3 4 1 2 1 3 1 3 3 5 1 1 1 5 11 63.33

3 3 4 2 1 2 1 2 2 4 1 5 2 4 3 3 4 1 2 3 2 5 3 4 3 90

5 4 3 2 5 3 4 4 5 5 4 1 2 3 2 4 2 1 4 1 3 1 4 5 2 93.33

The tables which are given above shows the respondents views on what affects consumer buying behavior for mobile phones as far as sources of information are concerned. In bold are those responses which are not correlated in case of main and split question. Given below is a table showing correlation between responses to various product characteristics. In this table, the characteristics which are shown in bold have correlation coefficient less than 65 % and therefore are not taken in final analysis.

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Sources Advertisement Internet Promotional Efforts (Schemes, discounts etc) Word Of Mouth (Friends, Work Groups)

Correlation 83.33 63.33 90 93.33

Correlation between responses for main and split questions in case of source of information.

100 90 80 70 60 50 40 30 20 10 0 Advertisement Internet Promotional Efforts Word Of Mouth (Schemes, discounts etc) (Friends, Work Groups)

Correlation among responses to main question and split statements for various sources of information affecting consumer buying behavior.

Question 3
The following table shows the variables which were taken that affect consumer behavior at the most primary level, and hence are taken as psychological factors and respondents response for each variable. Also shown below is a chart showing correlation of main and split questions for each variable.
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Psychological Factors (Main Question) S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Price 4 4 1 3 1 3 1 3 5 2 4 1 1 4 1 2 1 3 4 5 5 5 5 2 5 1 5 5 2 1 Status 5 1 2 3 4 4 1 4 1 2 3 3 4 1 5 5 3 1 3 4 4 3 2 1 5 4 2 2 2 5 Change 1 2 5 5 1 5 1 2 5 3 5 2 3 3 2 3 1 3 3 4 2 1 5 1 2 3 3 1 4 3 Brand perception 3 3 1 5 3 1 2 3 5 1 1 3 4 2 2 3 2 1 4 4 3 4 5 5 3 4 5 3 5 1 Celebrity Endorsements 5 4 3 5 3 2 4 2 4 2 5 1 4 4 4 4 5 4 5 1 5 2 1 1 3 2 1 4 2 3

Statements (Split Questions) S.No. 1 2 Price 3 4 Status 4 2 Change 2 4 Brand perception 5 2 Celebrity Endorsements 4 3 28

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Discrepa ncies Correlati on(%)

2 2 1 2 1 2 4 3 4 3 2 3 2 1 2 3 5 4 4 5 4 3 4 2 4 5 3 2 1 96.66

1 1 3 5 1 4 1 1 4 2 2 2 5 4 3 2 4 3 1 3 1 2 4 5 3 4 2 4 4 86.66

4 2 2 3 4 1 4 1 4 4 4 2 5 4 3 1 3 2 1 2 4 2 4 1 2 4 4 5 14 53.33

1 3 4 2 1 3 2 2 4 2 1 3 2 5 1 2 3 5 5 3 4 5 1 3 4 5 4 2 9 70

4 2 2 3 5 5 4 1 4 3 5 3 4 2 4 5 3 2 4 4 2 1 4 5 2 4 3 1 8 73.33

The tables which are given above shows the respondents views on what affects consumer buying behavior for mobile phones as far as psychological factors are concerned. In bold are those responses which are not correlated in case of main and split question. Given below is a table showing correlation between responses to various product characteristics. In this table, the characteristics which are shown in bold have correlation coefficient less than 65 % and therefore are not taken in final analysis.

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Psychological factor Price Status Change Brand perception Celebrity Endorsements

Correlation 96.66 86.66 53.33 70 73.33

120 100 80 60 40 20 0 Price Status Change Brand perception Celebrity Endorsements

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FINDINGS AND ANALYSIS:

In the study undertaken by us on mobile phone preferences we

have taken into consideration 20

independent and 2 dependent variables which were categorical. We made use of two techniques: 1. Dependency technique: In dependency techniques we made use of Discriminant analysis. 2. Interdependency techniques: In interdependency techniques we made use of factor as well as cluster analysis.

Since we are not having any dependant variable having unique value, we were not able to run multiple regression for our data.

FACTOR ANALYSIS:

Factor analysis is a class of procedures used in data reduction or data

summarization. Since the variables which we used in our study were 20, so we used this technique in order to make our data analysis easier. We were able to reduce the number of variables into few dimensions (7) called factors which enables us to summarize our data. Now let us discuss about the output of factor analysis:
KMO and Bartle tt's Te s t Kais er-Mey er-Olkin Meas ure of Sampling A dequacy. Bartlett's Test of Sphericity A pprox. Chi-Square df Sig. .640 416.753 190 .000

KMO- It is an index which is used to measure the appropriateness of factor analysis. KMO value of greater than 0.6 indicates whether factor analysis is applicable or not. In our study undertaken we found that KMO value is 0.64 which indicates that factor analysis is applicable for our sample.

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Significance shall be less than 0.01. In our study the value of significance level is 0.000 Communality (h2) Communalities indicate the amount of variance in each variable that is accounted for. Initial communalities are estimates of the variance in each variable accounted for by all the components in the factors. Extraction communalities are estimates of the variance in each variable accounted for by the factors (or components) in the factor solution. Communality is amount of variance a variable shares with all the other variables being considered. This is also the proportion of the variance explained by the common factor that is all the factors cumulatively explaining the amount of extraction from that variable. Analysis: The value of commonality has to be more than 0.05. In our study each and every variable exhibits this property.
Communalities Initial 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .711 .801 .704 .824 .863 .760 .752 .683 .891 .728 .738 .786 .728 .726 .766 .786 .818 .757 .686

MOBILE_SIZE MOBILE_COLOUR SHAPE_OF_MOBILE NUMBER_OF_MOBILE SCREEN_TYPE SCREEN_SIZE SCREEN_COLOUR LED_LIGHT DURABILITY WARRANTY CALCULATOR BLUETOOTH STOPWATCH ALARM WATER_RESISTANCE SHOCK_RESISTANCE BATTERY_LIFE WEIGHT SERVICE_CENTRE_AV AILABILITY PRICE

1.000 .800 Extraction Method: Principal Component Analysis.

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Total variance explained- It is the percentage of variance explained by significant factors in a research study. In our study we find that factors like mobile size, mobile colour, shape, number of mobiles, screen-type, screen-size, screen-colour, led-light and durability explains 76.698% of the variance.

Eigen value: The Eigen values reflect the importance of the variables which classify cases of the dependent variable. Eigen Values are equal for between the group variance and within the group variance. Ideally, the between variance should be more than within the group variance; hence the Eigen Value should always be greater than 1. Analysis: From the given table above (Total Variance Explained), the first factor explains 12.518% of total variance. It can be noted that the first few factors explain relatively large amount of variance whereas subsequent factors explain only small amount of variance. SPSS then extracts all factors with Eigen values greater than 1, which leaves us with 9 factors. The Eigen values associated with these factors are displayed in the above mentioned table. So, by looking at the first panel, we have seven factors which have Eigen Value greater than 1, the cumulative variance explained by them is 76.698%.

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Scree Plot

Eigenvalue

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Component Number

The Scree plot helps the researcher to decide the number of factors that should be retained for success. The point after which the curve begins to even out is taken as the final no. of factors Analysis: From the output sheet we can say that Scree plot begins to even out after the extraction of 9th factor therefore only 9 factors should be retained.

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COMPONENT MATRIX
This table reports the factor loadings for each variable on the unrotated components or factors. Each number represents the correlation between a variable and the unrotated factor. These correlations can helps us to formulate an interpretation of the factors or components. This above table just below the Total Variance Table i.e. Component Matrix reports the factor loadings for each variable on the unrotated components or factors. Each number represents the correlation between the item and the unrotated factor. For example 0.661 shows correlation between the screen colour and the second factor; 0.303 shows correlation between the battery life and the third component. The variable with highest loading is grouped under one factor. But in some cases the factor loadings of one variable may be high in two factors making interpretation difficult. So we go for rotation and get rotated component matrix. To confirm the highest loadings under one factor only we make the rotated component matrix.

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Rotated Component Matrix(a) Component MOBILE_SIZE MOBILE_COLOUR SHAPE_OF_MOBIL E NUMBER_OF_MOB ILE SCREEN_TYPE SCREEN_SIZE SCREEN_COLOUR LED_LIGHT DURABILITY WARRANTY CALCULATOR BLUETOOTH STOPWATCH ALARM WATER_RESISTAN CE SHOCK_RESISTAN CE BATTERY_LIFE WEIGHT SERVICE_CENTRE _AVAILABILITY PRICE 1 -.144 .120 .048 -.080 .162 .338 .253 -.762 .034 .083 .066 .221 .219 .103 .033 .564 -.031 .779 .089 .792 2 -.125 .122 .004 .052 .739 .226 .042 .148 .860 -.073 -.494 .162 -.133 .064 .168 -.138 .004 .229 -.011 .148 3 .357 -.057 -.037 .083 -.382 .553 .181 .076 .192 -.133 .087 -.286 .257 -.831 .298 .003 .025 -.100 .136 .103 4 .438 -.004 -.027 .871 .245 .408 -.370 .060 -.014 .127 .260 .431 .137 -.026 -.108 .121 .111 .008 .078 -.068 5 .239 -.078 -.041 -.136 .134 .059 .013 -.024 .108 -.020 .275 -.050 -.744 .077 .652 .647 .019 -.015 .098 -.106 6 .110 -.099 -.024 -.065 -.124 -.206 .528 .213 .135 .037 .500 .459 .151 .053 .148 -.007 -.079 .208 -.748 .085 7 .519 -.001 .828 .032 -.182 -.204 .290 .096 .029 .450 -.224 .222 -.021 -.041 -.069 .035 -.062 -.090 .030 .308 8 .121 .862 -.068 -.064 -.083 .100 .073 .112 .274 -.551 .151 .084 -.024 .066 -.421 .050 .038 .184 .235 .066 9 .044 .101 -.083 .145 -.109 -.156 .385 .062 .081 .418 .124 -.417 -.029 -.071 .090 -.103 .890 -.048 .169 .135

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 16 iterations.

ROTATED COMPONENT MATRIX

Through rotation the factor matrix is transformed into a simpler one that is easier to interpret. As already mentioned if several factors have high loadings with the same variable, it is difficult to interpret them. Rotation does not affect the communality and the percentage of total variance explained. We use orthogonal rotation with the most commonly used method of rotation called Varimax procedure which has already been explained. Through rotation the interpretation becomes easier. The Rotated Component Matrix table shown above gives the rotated component matrix with only the highest loadings under each factor.

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This table (called the Pattern Matrix for oblique rotations) reports the factor loadings for each variable on the components or factors after rotation.

From the above table we find that there are major attributes which affect the buying behavior of our population. It is shown as below along with their variance: Long lastingness Warranty.450 Durability.860 Looks High-end features Screen type- Bluetooth .739 .459 Led - .762 Operational features - Weight-.779 External appearance Ease of Monetary

maintenance features Price-.611

Screen size- Shock-.749 .739 resistance Service centre availiability.592

Mobile size- Water.519 resistance .652

light- Screen colour - .528

Battery life- Mobile .890 colour-.862

Calculator - No. .500

of Shape

of

mobiles-.871

mobile - .828

Stopwatch - Alarm - . 831 .744

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Component Transformation Matrix Component 1 2 3 4 5 6 7 8 9 1 .856 .257 -.098 .025 -.269 -.199 -.259 -.043 2 .395 -.408 .178 -.157 .310 .647 .118 -.229 3 -.060 .389 .634 -.062 -.218 -.055 .307 -.543 4 .104 .056 .545 .285 .596 -.295 -.160 .338 5 .131 .137 .026 -.819 .268 -.177 .164 .202 -.349 6 .107 .357 -.383 .188 .266 -.014 .714 .081 .303 7 .027 .504 -.088 .264 .267 .460 -.210 -.063 -.581 8 .232 -.290 .255 .275 -.334 .044 .457 .408 -.482 9 -.122 .359 .199 -.195 -.324 .455 -.096 .565 .372

.105 .202 .014 .162 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

VARIMAX ROTATION: It makes it easy to identify each variable with a single factor. 1. Component 1 explains variable 1. 2. Component 2 explains variable 1. 3. Component 3 explains variable 2 4. Component 4 explains variable3. 5. Component 5 explains variable 4. 6. Component 6 explains variable 6. 7. Component 7 explains variable 5. 8. Component 8 explains variable 9. 9. Component 9 explains variable 9.

FACTOR CLASSIFICATION:

From factor analysis, we were able to break down 20 variables into 9 major factors which influence buying behavior for mobile phones. They are: 1. Long lastingness 2. Looks 3. High-end features 4. Operational features 5. External appearance 6. Ease of maintenance 7. Price
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DISCRIMINANT ANALYSIS: It is a technique which is used when the independent variables are interval in nature and dependent variable is categorical in nature. In our project independent variables are of two types: 1. Male /Female 2. Indian brands/Foreign brands Both are having categorical values 0 and 1 and there are 20 independent variables.

When the dependent variable is male or female

In this our objective was to find whether there exists any difference between or among the groups.
Analysis Case Pro ce ss ing Su m m ary Unw eighted Cases V alid Ex cluded Mis sing or out-of -range group codes A t leas t one mis sing disc riminating variable Both miss ing or out-of -range group codes and at least one missing disc riminating variable Total Total N 97 0 3 Percent 97.0 .0 3.0

0 3 100

.0 3.0 100.0

Analysis:

When we run the discriminant analysis it shows that it totally has examined all the observation of our sample. This table shows that the discriminant analysis could be used on a particular set as it has included all the 100 observations.

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Group Statistics M/F MALE MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end FEMALE MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end Total MOBILE_SIZE PRICE Mean 3.79 4.02 3.68 3.06 3.53 4.04 4.21 4.34 4.04 3.66 4.19 3.89 3.79 3.26 3.98 2.68 2.85 4.32 2.81 2.70 3.98 4.04 3.68 2.92 2.92 3.86 4.00 4.10 3.96 3.94 4.18 3.88 3.58 3.60 3.94 2.68 2.60 3.86 2.90 2.20 3.89 4.03 Std. Deviation 1.020 .989 .755 1.051 .929 .779 .657 .668 .859 1.006 .876 .814 .977 .966 .794 1.065 1.021 .755 .992 .998 1.000 .832 .844 1.104 .944 1.107 .990 .909 .903 .956 .800 .940 1.090 1.125 1.038 .999 .926 1.030 .931 .969 1.009 .907 Valid N (listwise) Unweighted 47 47 47 47 47 47 47 47 47 47 47 47 47 47 47 47 47 47 47 47 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 50 97 97 Weighted 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 47.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 50.000 97.000 97.000

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SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end

3.68 2.99 3.22 3.95 4.10 4.22 4.00 3.80 4.19 3.89 3.68 3.43 3.96 2.68 2.72 4.08 2.86 2.44

.798 1.075 .981 .961 .848 .807 .878 .986 .833 .877 1.036 1.060 .923 1.026 .976 .932 .957 1.010

97 97 97 97 97 97 97 97 97 97 97 97 97 97 97 97 97 97

97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000

Analysis: It shows the degree of importance attached by the two samples to various variables. From the above table, for example, we can see that the degree of importance attached by Male towards Mobile Size is 3.79 while that by female is 3.98. When we see it in totality it is 3.89.

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Tests of Equality of Group Means Wilks' Lambda .991 1.000 1.000 .995 .902 .991 .984 .978 .998 .980 1.000 1.000 .990 .973 1.000 1.000 .983 .939 .998 .938

F .883 .010 .000 .431 10.335 .872 1.535 2.179 .212 1.981 .005 .006 .969 2.606 .042 .000 1.613 6.202 .219 6.319

df1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

df2 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95

MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end

Sig. .350 .920 .996 .513 .002 .353 .218 .143 .646 .163 .946 .940 .328 .110 .838 .997 .207 .014 .641 .014

Analysis: The above table shows that none of the variable is significant in case of determining the preferences for phones when the variable is male or female as none of the variable is having a significance of less than .05.

When the dependent variable is male/female Under the table of Test of group means, when we look at the Wilks lambda of the independent variables, we find that the Wilks lambda of advertisement is lowest i.e. 0.902 along with F-distribution of 10.335. This means that is the most significant variable.

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Eigenvalues Function 1 Eigenvalue % of Varianc e .568 a 100.0 Cumulativ e % 100.0 Canonical Correlation .602

a. First 1 canonical discriminant f unctions w ere us ed in the analysis.

Eigen value: The Eigen values reflect the importance of the variables which classify cases of the dependent variable. For a function to be good it should always be greater than 1.

In our study conducted it is found out to be 0.568.

Canonical Discriminant Function: It is a measure of the association between groups formed by dependent variable and Discriminant function. When it is zero, there is no correlation between the groups. In our study the value of R is 0.602 which shows that the correlation is not very significant.

Wilks ' Lam bda Test of Function(s) 1 Wilks' Lambda .638 Chi-square 38.225 df 20 Sig. .008

Wilks Lambda: It is used to test the significance of the discriminant function as a whole. In our study the significance level of the discriminant function is 0.008. For a function to be effective the significance shall be less than .01

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Standardized Canonical Discriminant Function Coefficients Function 1 MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end -.231 .143 .125 -.163 .748 -.483 .455 .298 .139 -.185 .019 -.199 .441 -.483 -.137 -.179 .390 .540 -.425 .302

Standardized discriminant function is used for studying the relative importance of factors.

Analysis: When male or female is used as a dependent variable, we found that the most significant variable that is differentiating them are: Advertisement, followed by Durability Screen type and so on

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Structure Matrix Function 1 ADVERTIZEMENT celeb end DURABILITY WEIGHT battery life SCREEN_COLOUR led light SCREEN_TYPE S resist MOBILE_SIZE WARRANTY WORD_OF_MOUTH prom eff WATER_RESISTANCE S C Availa PRICE SCREEN_SIZE BRAND_VALUE SHAPE_OF_MOBILE NUMBER_OF_PHONES .438 .342 .339 -.220 .201 -.192 .173 .169 .134 -.128 .127 .089 -.064 .063 .028 -.014 .010 .009 .001 .001

Pooled within-groups correlations between discriminating variables and standardized canonical discriminant functions Variables ordered by absolute size of correlation within function.

Functions at Group Ce ntroids Func tion 1 .769 -.723

M/F 0 1

Unstandardized c anonical disc riminant f unctions evaluated at group means

Group Centroid The number of males and females used in our study were 50 each.

The value of Group centroid is 0.23

Analysis:

45

It means that if we enter the values of independent variables in the discriminant function and we found that the discriminant score is less than 0.23 it will represent the preferences of male and discriminant score of more than 0.23 represents the preferences of female.

When the dependent variable is Indian /foreign

Analysis Case Proce ss ing Sum m ary Unw eighted Cases V alid Ex cluded Mis sing or out-of -range group codes A t leas t one mis sing disc riminating variable Both miss ing or out-of -range group codes and at least one missing disc riminating variable Total Total N 97 0 3 Percent 97.0 .0 3.0

0 3 100

.0 3.0 100.0

Analysis: When we run the discriminant analysis it shows that it totally has examined all the observation of our sample. This table shows that the discriminant analysis could be used on a particular set as it has included all the 100 observations.

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Group Statistics I/F INDIAN MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end FOREIGN MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end Total MOBILE_SIZE PRICE SHAPE_OF_MOBILE Mean 3.86 4.00 3.58 3.08 3.17 3.95 4.09 4.22 3.92 3.77 4.09 3.82 3.60 3.42 3.91 2.66 2.65 4.15 2.75 2.45 3.94 4.09 3.88 2.81 3.31 3.94 4.13 4.22 4.16 3.88 4.38 4.03 3.84 3.47 4.06 2.72 2.88 3.94 3.06 2.44 3.89 4.03 3.68 Valid N (listwise) Unweighted 65 65 65 65 65 65 65 65 65 65 65 65 65 65 65 65 65 65 65 65 32 32 32 32 32 32 32 32 32 32 32 32 32 32 32 32 32 32 32 32 97 97 97 Weighted 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 65.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 32.000 97.000 97.000 97.000

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WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end

2.99 3.22 3.95 4.10 4.22 4.00 3.80 4.19 3.89 3.68 3.43 3.96 2.68 2.72 4.08 2.86 2.44

97 97 97 97 97 97 97 97 97 97 97 97 97 97 97 97 97

97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000 97.000

Analysis: It shows the degree of importance attached by the two samples to various variables. From the above table, for example, we can see that the degree of importance attached by Indian brands towards Mobile Size is 3.86 while that of foreign brands is 3.94. When we see it in totality it is 3.89.

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Standardized Canonical Discriminant Function Coefficients Function MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end 1 -.338 .125 .522 -.591 .206 .189 .108 -.021 .479 -.237 .214 .218 .044 -.071 -.068 -.228 .577 -.530 .515 -.145

Analysis: The above table shows that none of the variable is significant in case of determining the preferences for phones when the variable is Indian or foreign as none of the variable is having a significance of less than .05.
Log De term inants I/F 0 1 Pooled w ithin-groups Rank 20 20 20 Log Determinant -8.812 -12.319 -7.158

The ranks and natural logarithms of determinants printed are thos e of the group covariance matric es.

49

Tes t Re sults Box's M F 265.861 Approx. .922 df 1 210 df 2 12527.971 Sig. .782

Tests null hypothes is of equal population covariance matrices .

Eigenvalues Function 1 Eigenvalue % of Varianc e .223 a 100.0 Cumulativ e % 100.0 Canonical Correlation .427

a. First 1 canonical discriminant f unctions w ere us ed in the analysis.

Eigen value: It reflects the importance of the variables which classify cases of the dependent variable. For a function to be good it should be greater than 1. In our study conducted by us it is found out to be 0.223

Canonical Discriminant Function: It is a measure of the association between groups formed by dependent variable and discriminant function. When it is zero there is no correlation between the groups. In our study the value of R is 0.427 which shows that the correlation is not very significant.

Wilks ' Lam bda Test of Function(s) 1 Wilks ' Lambda .817 Chi-s quare 17.137 df 20 Sig. .644

Wilks lambda: It is used to test the significance of the discriminant function as a whole. In our study the significance level of the discriminant function is .644. For a function to be effective it shall be less than .01.

50

When the dependent variable is Indian /Foreign Under the table of Test of group means, when we look at the Wilks lambda of the independent variables, we find that the Wilks lambda of status is lowest i.e. 0.970 along with F-distribution of 2.897. This means that is the most significant variable.
Standardized Canonical Discriminant Function Coefficients Function 1 MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end -.338 .125 .522 -.591 .206 .189 .108 -.021 .479 -.237 .214 .218 .044 -.071 -.068 -.228 .577 -.530 .515 -.145

Standardized discriminant function: It is used for studying the relative importance of factors.

Analysis: In our study we found that the most important factors that is differentiating the preference for Indian and foreign brands are: LED Light (.577) Shape of mobile (.522) Promotional efforts (.515) and so on.
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Structure Matrix Function 1 SHAPE_OF_MOBILE BRAND_VALUE prom eff WATER_RESISTANCE SCREEN_SIZE WORD_OF_MOUTH S resist led light DURABILITY S C Availa ADVERTIZEMENT SCREEN_COLOUR PRICE MOBILE_SIZE NUMBER_OF_PHONES WEIGHT SCREEN_TYPE WARRANTY celeb end battery life .370 .344 .326 .268 .248 -.248 .237 .236 -.234 .168 .146 .107 .104 .075 .056 .050 .039 -.017 -.009

.004 Pooled within-groups correlations between discriminating variables and standardized canonical discriminant functions Variables ordered by absolute size of correlation within function.

Analysis: It also ranks the variable in their power explain the preferences for Indian and foreign brands. The above table shows that the individual importance of each of the variable in differentiating the preference between Indian and foreign brand, ex the contribution of shape of mobile in determining the preferences for Indian and foreign brands is 37% and so on.
Functions at Group Ce ntroids Func tion 1 -.328 .667

I/F 0 1

Unstandardized c anonical disc riminant f unctions evaluated at group means

Group Centroid In our study the preferences for Indian phones are 34 and Foreign phones are 66.

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The value of Group centroid comes out to be is .3287

It means that if we enter values of independent variables in the discriminant function and if we found the discriminant score is more than .3287 it will represents the preferences of foreign phones. Due to the value we got for judging the sign of Discriminant model like Wilks Lambda, Eigen value we conclude that our model is not very reliable in explaining the difference between male and female preferences. So we have done the cluster analysis of the data collected by us.

CLUSTER ANALYSIS: Clustering is the classification of objects into groups (called clusters) so that
objects from the same cluster are more similar to each other than objects from different clusters. Cluster analysis is an exploratory data analysis tool for solving classification problems. Its object is to sort cases (people, things, events, etc) into groups, or clusters, so that the degree of association is strong between members of the same cluster and weak between members of different clusters. Each cluster thus describes, in terms of the data collected, the class to which its members belong; and this description may be abstracted through use from the particular to the general class or type.

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INITIAL CLUSTER:
Initial Cluster Centers Cluster 1 MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE Shock resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY PROMO EFFECT celeb endorsement 1 3 3 3 2 4 4 4 2 2 2 2 2 2 2 3 4 5 1 5 2 5 5 4 5 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 4

The first step in clustering is finding the initial cluster centers. This is done iteratively. We start with initial set of centers and modify them until the changes between two iterations are small enough. After the initial centers have been selected, each case is assigned to the closest cluster based on its distance from the cluster centers.

Analysis: It shows that on each of the factor there is a contrast in the preference attached to it, for example on an average the respondents in sample 1 have given a rating of 1 i.e. least important to the mobile size whereas sample 2 respondents have given it a rating of 5 i.e. most important and so on.

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Cluste r M e mbe rs hip Ca se Nu m be r 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 Cl u ste r 1 2 2 1 2 1 1 1 1 2 1 1 1 1 2 2 2 1 1 2 2 1 2 2 2 2 2 2 2 2 1 2 2 2 2 2 2 2 1 2 2 2 2 2 1 2 1 2 . . 1 2 . 1 2 2 1 1 1 1 1 1 2 1 1 2 2 1 1 2 2 2 1 1 2 2 2 1 1 2 1 1 1 1 1 1 1 2 2 1 1 1 1 1 1 1 1 1 1 1 Di s ta n c e 2 .5 72 4 .2 97 4 .5 48 4 .1 48 4 .9 29 3 .5 13 3 .6 85 3 .1 20 2 .8 37 3 .8 83 5 .6 12 3 .4 23 4 .7 43 4 .5 77 3 .1 60 3 .2 75 3 .0 98 4 .2 80 2 .8 47 3 .4 05 2 .8 49 3 .6 79 3 .6 34 3 .1 60 2 .5 17 3 .9 71 2 .4 65 4 .8 35 2 .6 43 3 .1 05 6 .3 95 5 .0 12 4 .4 07 2 .7 16 3 .2 88 3 .5 37 4 .0 15 3 .0 27 4 .0 25 3 .6 58 3 .2 01 3 .8 54 2 .5 34 3 .0 91 5 .8 13 4 .3 77 3 .5 38 3 .7 92 . . 3 .2 07 4 .0 25 . 2 .9 62 2 .4 11 3 .9 66 3 .0 40 4 .0 18 2 .6 99 4 .3 03 5 .1 50 2 .5 22 3 .8 60 4 .5 53 5 .1 50 2 .6 19 2 .9 24 5 .8 35 4 .4 80 4 .7 03 5 .0 12 2 .7 72 4 .5 56 2 .5 65 3 .7 80 3 .1 53 3 .3 47 4 .6 32 3 .7 95 3 .2 88 4 .6 03 4 .6 64 5 .3 31 4 .3 42 4 .1 90 4 .2 90 4 .1 10 3 .5 80 3 .6 22 4 .4 97 4 .0 76 4 .8 82 4 .7 74 4 .6 51 4 .0 93 3 .7 66 4 .4 13 5 .4 73 4 .2 69 3 .8 23

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Analysis: The above table shows us that which respondent falls in which sample, ex respondent 100 falls in sample 1 , respondent 88 falls in sample 2 and so on.

FINAL CLUSTER CENTERS:

Final Cluster Centers Cluster 1 MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_mobiles led light DURABILITY prom eff celeb end 4 4 4 3 3 4 4 4 4 4 4 4 3 3 4 2 2 4 3 2 2 4 4 4 3 3 4 4 5 4 4 5 4 4 4 4 3 3 4 3 3

After iteration stops, all cases are assigned to clusters, based on the last set of cluster centers. After all the cases are clustered, the cluster centers are computed one last time. Using final cluster centers the clusters can be described.

Analysis: After rotating we find that there were only seven factors that were making the people fall in two different samples which are battery life, brand, shock resistance, weight, no of mobiles, led light and celebrity endorsements.
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Dis tance s betw e e n Final Cluste r Ce nte rs Clus ter 1 2 1 2.828 2 2.828

Analysis: The above table shows the difference between two sample of respondents on the XY plane. They both are at a distance of 2.828 from each other.
ANOVA Cluster Mean Square MOBILE_SIZE PRICE SHAPE_OF_MOBILE WORD_OF_MOUTH ADVERTIZEMENT WARRANTY SCREEN_TYPE battery life WATER_RESISTANCE SCREEN_COLOUR BRAND_VALUE SCREEN_SIZE S resist WEIGHT S C Availa NUMBER_OF_PHONES led light DURABILITY prom eff celeb end 10.873 .275 .914 8.662 2.050 12.477 12.314 13.458 16.539 6.999 9.887 13.721 12.955 20.162 6.877 11.533 7.879 13.705 5.601 df 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Error Mean Square .915 .828 .633 1.077 .952 .803 .596 .516 .605 .908 .598 .632 .949 .923 .789 .943 .880 .733 .867 df 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 95 F 11.890 .332 1.442 8.042 2.154 15.542 20.649 26.094 27.343 7.706 16.545 21.713 13.654 21.852 8.716 12.233 8.953 18.697 6.460 Sig. .001 .566 .233 .006 .145 .000 .000 .000 .000 .007 .000 .000 .000 .000 .004 .001 .004 .000 .013

6.573 1 .962 95 6.834 .010 The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be interpreted as tests of the hypothesis that the cluster means are equal.

Analysis:

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The above table shows the variables which are important in our study which are having a significance value of less than .05. The above table shows that apart from price, shape and advertizement all other variables are significant for our study.

Now the F-ratio i.e. Anova can be used to describe the difference between the clusters. If the observed significance level for a variable is large, it can be deduced that the variable does not contribute much to the separation of the clusters.

Num be r of Cas es in e ach Clus te r Clus ter V alid Mis sing 1 2 51.000 46.000 97.000 3.000

Two Step Clustering Cluster Analysis seeks to identify a set of groups which both minimizes within-group variation and maximizes between group variations. The key objective of cluster analysis is to identify similar objects and group them into relatively homogeneous groups.

Analysis: After running the cluster analysis on our data set, in order to carry out the segmentation of our sample, we came to know that there are two segments in our sample of 100 respondents: Cluster1 consisting of 51 subject Cluster 2 consisting of 46 subject By looking the table of final cluster centers we find that there were some factors which have same rating in both the cluster. They are: Mobile size Price Screen type Word of mouth Advertisement Water resistant screen size Mobile Color
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 Service centre Durability Promotional efforts

By looking at Cluster 2 we find that the following factors are important: Celebrity Endorsement LED Light No. of Mobiles Shock resistant Weight Battery Life

May be this sample represents those group consist of people who are sport loving, high income group etc. They also focus on look like Led Light etc.

When we look at Cluster 1 we find that they focus more on operational factors like: Battery life LED Light No. of mobiles Weight

Limitations The research result cannot be considered as a reliable tool for implementation because of the small sample being surveyed. However it can be used as a basis for getting an idea for carrying out the further research and an overview of the taste and preferences of the young urban professional for phones . Conclusion and results: We can conclude that there are major seven attributes which influences the buying behavior of our sample which are categorized as operational, intangible, maintenance, price, looks, long lastingness, promotional efforts by the company. However there are not many differences in the buying behavior of mobile phones by male and female. They both look more or less for the same features. By this we are also able to prove our hypothesis that there are not many differences in the factors that influences the buying behavior of male and

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female. We find this out after doing the discriminant analysis. From our analysis we find out that there are two groups of people in our sample: 1. Adventurous, sports loving and high income group 2. Value for money , functional people

The buying decision of the people in the first category are influenced by celebrity endorsement of a phone, looks, promotional push given to the phone, shock resistance and screen size. The buying decisions of the second group of people are influenced by the attributes like warranty, battery life, screen type etc. They are not much concerned with the looks and promotional efforts given to the phone. They are the people who want value for money.

We can say that a company who want to tap the young urban professional market of phones can make use of the study and can focus on the attributes mentioned above for category one people. If they come out with these features than by doing that they will also be able to serve the category 2 people. So there are no major differences in the factors which are considered important by male and female while buying mobile phones. Company shall focus on the seven attributes mentioned above.

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APPENDICES
1. Graphs

Reduction of 20 major variables into 7 major factors.

Long Lastingness
Warranty (39.439%) Durability (30.327%) Battery life (30.234%)

Efforts by Company
Promotional efforts (49.895%) Celebirirty endorsement (50.105%)

Intangibility
Shape of mobile (59.142%) Brand (40.858%)

looks
Screen size (27.592%) Mobile size (25.069%) Mobile colour (23.729%)

Operational Features
Weight (35.379%) LED light (36.913%) No. of mobiles (27.709%)

Ease Of Maintenance
Shock resistance (55.854%) Service centre avalability (44.146%)

Last attribute considered important was price

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In our findings, we found that there was only 1 Factor Loading for the attribute price. Thus we have not drawn the pie chart for the attribute PRICE.

These are the seven major attributes which were considered important in our sample while purchasing a mobile phone.

DISCRIMINANT ANALYSIS:
Standardized canonical discriminant coefficient when dependent variable is male and female Variable Durability Advertisement Shock resistance Mobile type variance explained 0.54 0.748 0.441 0.455
0.455 0.441 0.748 0.54 Advertiseme nt Shock resistance Mobile type Variable 0 Durability

when dependent variable is Indian and foreign Variable led light promotional efforts Shape of mobile water resistance variance explained 0.577 0.515 0.522 0.479
0.479 0.577

led light promotional efforts Shape of mobile water resistance

0.522

0.515

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DISCRIMINAT ANALYSIS:
Function group centroid When dependent variable is male and female Dependent variable Male Female value -0.723 0.769
0.5 0 value male -0.5 -1 0.8 0.6 0.4 0.2 0 -0.2 -0.4 Series1 Series2 female 1

Value

When dependent variable is male Indian and female dependent variable Series 1(Indian) Series 2 (Foreign) foreign value 0.667 -0.328

and

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Table of major attributes preferred by our sample Factor analysis Major attributes our

considered in sample

Component 1 long lastingness warranty durability battery life Component2 Looks screen size mobile size mobile colour screen type Component 3 efforts by company promotional efforts celebrity endorsement Component 4 operational contribution
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0.844 0.649 0.647

contribution 0.7 0.636 0.602 0.599

contribution 0.71

0.713

features 0.738 Weight led light no. of mobiles 0.77 0.578

Component 5 intangibility Shape of mobile Brand Component 6 ease maintenance shock resistance service availability Lastfactor was price. centre 0.592 of contribution 0.749 contribution 0.841 0.581

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REFERENCES

7e William G Zikmund, Thomson South-Western, Singapore(2003), Business Research Method Donald R. Cooper and Ramela S. Schindler, New Delhi, (2000), Tata McGraw Hill Publishing Company Ltd, Business Research Methods,

www.wikipedia.com\history of phones.html at 21:05, 22 December 2007 Preference Does Not Equal Performance, by John S. Rhodes Exploring Consumer Confusion in the Phone Market, Vincent-Wayne Mitchell Manchester School of Management, UMIST, Manchester Vassilios Papavassiliou, Manchester School of Management, UMIST, Manchester, UK

www.saharaparivar.com\mobile phones\1000.html www.dazzleyellowpages.com\Resources-Guide\200606\phones.asp Klecka, William R. (1980) Discriminant Analysis. Quantitative applications in the social sciences series nmber19 Thousand Oaks , CA :Sage Publications Malhotra Naresh (2001),Tata Magraw Hill Publications Marketing Research Methods http://www.2.chass.ncsu.edu/garson/pa765/discrimin.htm Business research method, ICMR publication http://en.wikipedia.org/wiki/Mobile_phone http://www.thepeoplehistory.com/mobilephones.html http://www.mamboservis.com/

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Pre test questionnaire 1. Rate the following features on a scale of 1 to 5 in terms of importance you give to each feature while purchasing mobile handset: 1 Most Important 2 Important 4 - Least Important 1 2 3 Moderate 5 - Not Important 3 4 5

Characteristics Mobile Size Mobile Color Shape of the Mobile Number of Mobiles Screen Type Screen Size Screen Color LED Light Durability Warranty Presence of calculator Bluetooth Stop Phone Alarm Water Resistance Shock Resistance Battery Life Weight Service Centre Availability

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2. Rate the following sources based on their influence on you while purchasing mobile phone: 1- Most Influential Source Advertisement Internet Promotional Efforts (Schemes, discounts etc) Word Of Mouth (Friends, Work Groups) 5- Least Influential 1 2 3 4 5

3. Rate the following psychological factors according to their affect on you while the purchase of mobile phone: 1 Most affecting 5 Least affecting Psychological factors 1 2 3 4 5 Price Status Change Brand perception Celebrity Endorsements

4. STATEMENTS: Rate the following statements in terms of your agreement with the statement: 1 - Strongly Agree 5 - Strongly Disagree

S.No. 7.1. 7.2. 7.3. 7.4. 7.5. 7.6. 7.7.

Statements Mobile size is the most important product characteristic while selecting a phone for purchase. Battery life is the most important product characteristic while selecting a phone for purchase. I get bored of a mobile phone (in any aspect) within 6 months of usage. So I change it. Mobile color is the most important product characteristic while selecting a phone for purchase. In these days, brand name hardly matters. Screen size is the most important product characteristic while selecting a phone for purchase. My friends or work groups opinion is a big factor for me in deciding a new mobile phone.

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7.8.

Screen color is the most important product characteristic while selecting a phone for purchase.

5. STATEMENTS: Rate the following statements in terms of your agreement with the statement: 1 - Strongly Agree 5 - Strongly Disagree

S.No. 8.1. 8.2.

Statement Screen type is the most important product characteristic while selecting a phone for purchase. Advertisements are a big source which affects my purchasing decision in buying a mobile phone. While selecting a phone for purchase, I always look for LED light. While selecting a phone for purchase, I always look for presence of calculator. Advertisements are a big source which affects my purchasing decision in buying a mobile phone. While selecting a phone for purchase, I always look for Bluetooth. New lucrative schemes can change my behavior towards purchase of mobile phone.

8.3. 8.4 . 8.5. 8.6. 8.7.

6. STATEMENTS: Rate the following statements in terms of your agreement with the statement: 1 - Strongly Agree S.No. 9.1. 9.2. 9.3. 9.4. 9.5. 9.6. 9.7 Statement While selecting a phone for purchase, I always look for stop phone. While selecting a phone for purchase, I always look for alarm. Internet is the most important source of information about mobile phones. Shape of mobile is the most important product characteristic while selecting a phone for purchase. Number of mobiles is the most important product characteristic while selecting a phone for purchase. Shock resistance is the most important product characteristic while selecting a phone for purchase. Price is the most important factor while purchasing a mobile phone.
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5 - Strongly Disagree 1 2 3 4 5

9.8 9.9 9.10 9.11 9.12 9.13

Water resistance is the most important product characteristic while selecting a phone for purchase. I always look for weight of a phone before going for its purchase. The phone which I purchase must have most number of service centers. Durability is the most important product characteristic while selecting a phone for purchase. I also see the celebrity which is endorsing a particular phone before going for its purchase. Warranty is the most important product characteristic while selecting a phone for purchase.

PERSONAL PROFILE (For data analysis purpose only): Name: ______________________ City: ______________

Age: _______

Gender:______________

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