Purchase of cell phones- Buyer Behavior, Influencing Decisions
Qualitative Research Report
Purchase of cell phones- Buyer Behavior, Influencing Decisions
Pradeep Ramarathnam (92)
Praveen Prakash (93)
Rajhesh Panchanadhan (97)
Vinay Mathew (120)
The research topic which was chosen involved establishing the following:
- The triggers for the purchase of cellular phones
- The factors influencing the purchase of cell phones
- Brand preferences in a particular segment of the Indian customer base, and the reasons for those preferences
The segment chosen for the purpose of this research study is the youth segment in the age group of 18-27.
The exploratory research for the above topic was conducted as a qualitative study. While it is not advisable for qualitative research to be used for conclusive research, it does provide insights and understanding of the problem statements. As said by Naresh Malhotra, “qualitative research is used to discover what sensory feelings are important for customers”.
The qualitative research for the research topic under consideration was conducted by means of individual in-depth interviews. The highlights of the qualitative research are presented below:
- Number of respondents covered: 8
- Segment chosen : College going youth
- Profile of chosen segment:
- Age group of 21-27
- Belonging to SEC A households
- Hostel residents
- Post graduate students
- Mix of fresh graduates and people with prior work experience