I. Introduction:
The assignment calls to analyze the decision making process of consumers while they purchase a certain product or a service using the principles of consumer behaviour. I have chosen to analyze the making process of consumers while they purchase a mobile device. The brand under study is Karbonn mobiles. In order to better analyze a consumers buying behaviour I will be working under two assumptions through the assignment. One – the consumer is an under-graduation student with low disposable income from India (cost conscious consumer). Two – he is interested in purchasing a touch phone which has a lot of “fun” features like apps for social networking, games, media centre etc.,

II. Karbonn Mobiles:
The Karbonn mobile company was started in the year 2009 in Bangalore as a joint-venture between two Indian telecom powerhouses – the UTL group (United Telelinks Limited, Bangalore based) and Jaina Marketing and Associates (Delhi based). The UTL group is one of the leading suppliers of landline telephones, telecom equipment to cellular operators and in building and operating state wide area networks for governments (erstwhile supplier for the governments of Karnataka, Andhra Pradesh and Punjab). The company has also represented international mobile manufactures like Alcatel, Nokia, Samsung and Virgin in India either as regional or national distribution partners. The Jaina Group is a reputed distribution house with interests in telecom and consumer durables. The company is currently the national distribution partner for Motorola and HTC (for the whole of south asia) mobiles. This partnership has combined the manufacturing strengths of the UTL group in the field telecommunications with the strong distribution network and servicing capabilities of the Jaina group (for over 15 years).

In the nine months since its launch in April 2009, Karbonn mobiles sold