INDIAN INSTITUTE OF MANAGEMENT INDORE
PGP-1 TERM-1 A.Y.2012-13
MARKETING-1

ASSIGNMENT 1
UNDERSTANDING BUYER BEHAVIOR
PRODUCT SELECTED: MOBILE PHONES
DATE OF SUBMISSION: 16th AUGUST 2012

TEAM MEMBERS: ROLL NUMBER:
AJITESH MEHTA 2012PGP019
HARSHIT JAISWAL 2012PGP130
NITIN VERMA 2012PGP233
RASHMI SHUKLA 2012FPM014
ROHAN GOEL 2012PGP310
RUDRASHIS ROY 2012PGP318
TAKSANDE NIRAJ GAUTAM MAYA 2012PGP398

INTRODUCTION

Since the sample size was restricted to three people (3 mobile phone users), we preferred to have all three users belonging to the same group i.e. all students in order to identify some trends to helps us to form a focused marketing strategy. We selected students because they form the largest occupational group of mobile users. They are more tech savvy and consider mobile phones as style statements.

Survey Sample Size: 3

Basic information

1 | Name | Aniket Harjai | Palak Mahanot | Ankur Jain | 2 | Gender | Male | Female | Male | 3 | Age | 22 | 21 | 24 | 4 | Occupation | PGP Student | PGP Student | PGP Student | 5 | Phone Model | Samsung Galaxy Note | Blackberry Bold | Samsung Guru | 6 | Date of Purchase | June 27, 2012 | August 02, 2012 | July 11, 2012 |

7. Major triggers of purchase:

7.1 | Need for Communication | 4 | 5 | 5 | 7.2 | Peer Pressure | 5 | 3 | 0 | 7.3 | Social networking on the go | 5 | 4 | 0 | 7.4 | Entertainment-games, music, videos | 5 | 2 | 2 | 7.5 | Getting mails as they come | 5 | 3 | 0 | 7.6 | Camera, music player and phone | 5 | 5 | 0 | 7.7 | Staying updated with current affairs | 3 | 0 | 0 | 7.8 | Obsolete previous phone | 5 | 4 | 0 |

8. Utility/features sought (on a scale of 0 to 5):

8.1 | Handset type | Touch | Keypad | Keypad | 8.2 | Screen size | Large | Medium | Small | 8.3 | Screen resolution | 5 | 3 | 0 | 8.4 | Excellent