Purchase of cell phones- Buyer Behavior, Influencing Decisions

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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:

  1. The triggers for the purchase of cellular phones
  2. The factors influencing the purchase of cell phones
  3. 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:

  1. Number of respondents covered: 8
  2. Segment chosen        : College going youth
  3. Profile of chosen segment:
  1. Age group of 21-27
  2. Belonging to SEC A households
  3. Hostel residents
  4. Post graduate students
  5. Mix of fresh graduates and people with prior work experience
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Method:

Depth interviews were conducted for subjects chosen at random. The subjects were interviewed based on a broad framework of questions. These questions were in sets and were meant to provide answers to the questions mentioned in the research objectives of the project brief. The research objectives are as follows:

  1. To find out the triggers for purchasing cell phones
  1. What are the needs (explicit/implicit) that a person seeks to fulfill through the purchase of a cell phone?
  2. Is the cell phone viewed as a communications device or an entertainment device?

Observations and Analysis:

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