THE INDIAN HIGH SCHOOL

DUBAI
BONAFIDE CERTIFICATE
Certified that this project report BUYING MOTIVES
Is the bonafide work of Jigyasa Sharma who carried out
this project work under my supervision.
SIGNATURE

ACKNOWLEDGEMENT
I would like to acknowledge and extend my heartfelt gratitude to
my marketing teacher Mrs. Arshiya without whose guidance I
would not have been able to do this project. I would also like to
convey my gratitude to all my fellow classmates for supporting me
and cooperating with me for the completion of this project.

METHODOLOGY
The focus of this project was mainly to find out peoples opinion
about mobile phones and on what basis they buy a mobile. A
questionnaire was provided to 20 people and after analyzing their
answers suitable bar diagrams and pie diagrams were drawn to
represent them in an attractive and understandable manner. I
chose mobiles as my topic because they are owned by almost
everyone in todays world and people have different choices when
it comes to mobile phones.

ORGANISATION
This survey was conducted by providing a questionnaire to 20
people. After analyzing it, I came to know what motivated the
people to buy a product and what are the factors considered while
buying it. The motive of this project was to find out peoples views
about mobile phones and also their thoughts on the leading
mobile brands in the country.

CONSUMER BEHAVIOUR
Consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure, and
dispose of products, services, experiences, or ideas to satisfy
needs and the impacts that these processes have on the
consumer and society. It blends elements from
psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends,
reference groups, and society in general.
Customer behavior study is based on consumer buying behavior,
with the customer playing the three distinct roles of user, payer
and buyer. Research has shown that consumer behavior is
difficult to predict, even for experts in the field. Relationship
marketing is an influential asset for customer behavior analysis as
it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the
customer or buyer. A greater importance is also placed on
consumer retention, customer relationship management,
personalisation, customisation and one-to-one marketing. Social
functions can be categorized into social choice and welfare
functions.

CONSUMER PURCHASE PROCESS

There are 5 stages which a consumer often goes through when

he/she around their Purchase. These stages also exist because
of normal human psychology.
These 5 stages are :

Problem or Need Recognition- This is in general the

first stage in which the consumer recognizes that what essentially
is the problem or need and hence accordingly a consumer can
identify the product or kind of product which would be required by
the consumer.

Information Search- In information search, the consumer

searches about the product which would satisfy the need which
has been recognized by the consumer in the stage previous to
this one.

Evaluation of Alternatives- In this stage, the

consumer evaluates the different alternatives which the consumer
comes across, when the consumer was searching for information.
Generally in the information search the consumer comes across
quite a few products and thus now the consumer has to evaluate
and understand which product would be properly suited for the
consumer.

Purchase- After the consumer has evaluated all the options

and would be having the intention to buy any product, there could
be now only two things which might just change the decision of
the consumer of buying the product that is what the other peers of
the consumer think of the product and any unforeseen
circumstances. Unforeseen circumstances for example in this
case could be financial losses which led to not buying of the
product.

Post Purchase Behavior- After the purchase the

consumer might just go through post purchase dissonance in
which the consumer feels that buying the other product would be
better. But a company should really take care of it, taking care of
post purchase dissonance doesn't only spread good words for the
product but also increases the chance of frequent repurchase.

THE FOUR PS OF MARKETING

MIX
Product Mix- It involves planning and developing the right
type of product that will satisfy fully the needs of customers. A
product has several dimensions. These dimensions are
collectively called product mix. Product mix for example may
consist of size and weight of the product, volume of output,
product quality, product design, product range, brand name,
package, product testing, warranties and after sales services and
the like.

Price Mix- It is the value of the product determined by the

producers. Price mix includes the decisions as to: Price level to
be adopted; discount to be offered; and, terms of credit to be
allowed to customers.

Place Mix- It refers to providing the product at a place which is

convenient for consumers to access. Place is synonymous
with distribution. Various strategies such as intensive distribution,
selective distribution, exclusive distribution and franchising can be
used by the marketer to complement the other aspects of the
marketing mix.

Promotion Mix- It represents all of the methods of

communication that a marketer may use to provide information to
different parties about the product. Promotion comprises elements
such as: advertising, public relations, personal selling and sales
promotion.

QUESTIONNAIRE
Name:
Age:
Male
Female
Occupation:
Q1. Which brand of mobile phones do you prefer ?
1. Samsung
2. Blackberry
3. Nokia
4. Other
Q2. What motivates you to buy a mobile phone ?
1. Price
2. Promotion
3. Necessity
4. Peer Pressure
Q3. What factors do you consider before buying a mobile phone?
1. Features
2. Looks
3. Brand Image
4. Quality

Q4. Will you prefer other brands of mobiles apart from the one
that you are currently using ?
1. Yes
2. No

BRAND PREFERENCE
Brand

No. of Respondents

Percentage

Samsung

35%

Blackberry

20%

Nokia

10%

Other

35%

Total

20

100%

8
7
6
5
4

No. of Respondents

3
Respondents

2
1
0

Brand

MOTIVATION
Aspect

No. of Respondents

Price
Promotion

3
5

Necessity
0

Total

20

15%
25%

12

Peer Pressure

Percentage

60%
0%
100%

No. of Respondents

3
Price

Promotion

Necessity

Peer Pressure

12

Factors
Factors

No. of Respondents

Percentage

Features

35%

Looks

15%

20%

Quality

30%

Total

20

100%

Brand Image

8
7
6
5

Respondents

No. of Respondents
3

%age

2
1
0

Features

Looks

Brand Image

Quality

Factors

Preference for other brands

Option

No. of Respondents

Percentage

Yes

20

100%

No

0%

Total

20

100%

No. of Respondents

Yes

No

20

Conclusion
From the above data it can be concluded that people prefer
Samsung the most. Blackberry and other brands are also
liked by customers. It was also found that once the most
popular brand Nokia has lost its demand and is not able to
compete with other brands in the market.
Maximum number of people today buy mobile phones
because of Necessity. If not necessity, many people look for
Promotions on mobiles and buy them accordingly. Very few

people consider the Price of the mobile while purchasing. It

was also discovered that none of the respondents surveyed
bought mobiles due to Peer Pressure.
Now comes the factors people consider while buying
mobiles. The above data concludes that most of the
respondents look for Features during the purchase time.
After looks something that is considered most by the
respondents is the Quality of the mobile phone. Then there
were respondents who went with the Brand Image. And lastly
a few of them considered Looks of the mobile to be
important.
Surprisingly, all the respondents who were surveyed said
that they would love to buy other brands of mobiles apart
from the one that they are currently using. So, this came out
to be a 100 percent result!

Bibliography

www.google.com
www.wikipedia.com
www.ventureline.com
www.tutor2u.net
www.philipgraves.net

INDEX
S.No.

Content

Page No.

1.

Methodology

2.

Oganisation

3.

Consumer Behaviour

3-5

4.

4 Ps of Marketing Mix

5.

Questionnaire

6.

Result

8-11

Teachers
Sign

7.

Appendix

12-20

8.

Conclusion

21

9.

Bibliography

22