Buying Process
PROJECT OF CUSTOMER (Mid-Term)
TOPIC- Analyse the buying decision process for Smart phones and also to test the effect of reference groups on the buying process
SUBMITTED TO- MS. SANCHITA GHOSH
SUBMITTED BY-
MUKIBUR AHMED
REGD. NO- FT-12-MM-515
PROGRAM- PGDM-(Marketing Management)
IILM-GSM
EXECUTIVE SUMMARY
The concept of “Buying decision process” is of prime importance in marketing and has evolved over the years. It’s very much important to know the consumer buying decision process as it plays a vital role in creating an impact on purchase of a product.
The human wants are regularly unlimited and they expect more and more. Smartphone are no expectation to this behaviour. It leads to frequent modification of smart phones and we see a new innovative model coming to the Indian market every month with upgraded features and specifications. The Indian customers craze for mobile phones has touched new heights in the past few years.
In this project my findings gave me thorough insights of consumer buying decision process of smart phones. I found that consumers consider various parameters while buying a smart phone. Factors such as price, features availing, utility and its hedonic aspects are considered to be important.
On the whole, the market is very important place to study the buying decisions of reference group (consumers) and also provide useful insights what a consumer wants in a product. It is only through research that a company will understand the buying decision process of consumers.
INTRODUCTION
BACKGROUND
• SMARTPHONE
Nowadays, mobile phone, or cell phone, has almost become a necessity product in people’s social life among the world. A thing considered as status symbol not so long ago in India is now afforded by a rickshaw puller to a labourer. The dramatic and continuously development in technology contribute a lot in improving the functions of Smartphone which offers advanced functions
TOPIC- Analyse the buying decision process for Smart phones and also to test the effect of reference groups on the buying process
SUBMITTED TO- MS. SANCHITA GHOSH
SUBMITTED BY-
MUKIBUR AHMED
REGD. NO- FT-12-MM-515
PROGRAM- PGDM-(Marketing Management)
IILM-GSM
EXECUTIVE SUMMARY
The concept of “Buying decision process” is of prime importance in marketing and has evolved over the years. It’s very much important to know the consumer buying decision process as it plays a vital role in creating an impact on purchase of a product.
The human wants are regularly unlimited and they expect more and more. Smartphone are no expectation to this behaviour. It leads to frequent modification of smart phones and we see a new innovative model coming to the Indian market every month with upgraded features and specifications. The Indian customers craze for mobile phones has touched new heights in the past few years.
In this project my findings gave me thorough insights of consumer buying decision process of smart phones. I found that consumers consider various parameters while buying a smart phone. Factors such as price, features availing, utility and its hedonic aspects are considered to be important.
On the whole, the market is very important place to study the buying decisions of reference group (consumers) and also provide useful insights what a consumer wants in a product. It is only through research that a company will understand the buying decision process of consumers.
INTRODUCTION
BACKGROUND
• SMARTPHONE
Nowadays, mobile phone, or cell phone, has almost become a necessity product in people’s social life among the world. A thing considered as status symbol not so long ago in India is now afforded by a rickshaw puller to a labourer. The dramatic and continuously development in technology contribute a lot in improving the functions of Smartphone which offers advanced functions