Poornima Final 1

8/3/2019 Poornima Final 1

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CONSUMER BUYING BEHAVIOR

Introduction:

The most important thing is to forecast where customers are moving, and to in befront of them. Philip Kotler.

As marketing becomes increasingly important in todays business environment, interest

in the study of consumer behavior has also increased. Marketers continue to realize the

importance of understanding their consumers in order to develop effective marketing strategies,

and consumers are demanding a higher standard of quality goods and service.

The aim of marketing is to meet and satisfy target customers need and want. The field

of consumer buying behavior covers a lot of ground: It is the study of process involved when

individuals or group select, purchase, use, or dispose of products, service, ideas, or experiencesto satisfy needs & desires. Needs and desire to be satisfied range from hunger and thirst to love,

status or even spiritual fulfillment. Customers may say one thing but do another. They may not

be in touch with their deeper motivations. They may respond to influences that change their

mind at the last minute.

Consumer behavior plays a decisive role in different marketing activities. Consumers

take many forms, ranging from an eight-year-old child demanding her mother for Pokemon cards

to an executive in large corporation deciding on multimillion-dollar computer system. The items

that are consumed can include anything from canned peas, a massage, democracy, and hip-hop

music.

Marketing theory traditionally splits analysis of buyer or customer behavior into two

broad groups for analysis-

Consumer Buyers Industrial Buyer

Consumer buyers are those who purchase items for their personal consumption. Industrial

buyers are those who purchase items on behalf of their business or organization.


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Businesses now spend considerable sums trying to learn about what makes customers

think. The questions they try to understand are:

Who buys? How do they buy? When do they buy? Where do they buy? Why do they buy?

Businessmen have to study the behavior of consumers minutely and adjust their

business\marketing policies and strategies accordingly. Marketer has to study buying behavior

to formulate the strategies of market segmentation and marketing mix, tailor made for each target

market. For a marketing manager, the challenge is to understand how customers might respond

to the different elements of the marketing mix that are presented to them.

Consumer psychology needs special attention in the present highly competitive and

consumer-oriented marketing system. Consumer is the cause and purpose of all production and

marketing activities. He is the center of all marketing activities as marketing is with consumer

and also for satisfaction of his needs. Modern marketing is consumer-oriented and non profit-

oriented. Naturally, a consumer behavior, his motives behind purchasing goods and services

(buying motives) and his psychology should be given due attention by the marketers. This is

necessary for the expansion of marketing activities.

Consumer behavior is normally flexible and uncertain as it is based on various economic,

social and cultural consideration. Before developing their marketing plans, marketer needs tostudy consumer behavior.

Consumer behavior introduces the theories of individuals, social groups, and

organizations in todays competitive environment. It concerns practices of marketing that will

influence in the decisions to make purchases and consumptions. The concepts that are covered

fall into two broad categories; the exogenous or external influences and the endogenous or

internal influences. The former includes culture, social class, households and social groups and

the latter includes motivation, personality, perceptions and learning.


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The study of consumers helps the firms and organization improve the marketing strategies by

understanding issues such as:

The psychology of how consumers think, feel, reason, and select betweendifferent alternatives (e.g., brands products);

The psychology of how the consumer is influence by his or her environment

(e.g., culture, family, signs, media),

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decision

How consumers motivation and decision strategies differ between products that

differ in their level of importance or interest they entail for the consumers;

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumers.

Official definition of consumer behavior:

The study of individual, groups, or organization and the processes they use to

select, secure, use, and dispose of products, services, experiences, or ideas, to satisfy needs

and the impact that these processes have on the consumer and society.

Although it is not necessary to memorize this definition, it brings some important point.

Behavior occurs either for the individual, or in the context of groups (e.g.,

friends influence what kinds of clothes a person wears) or an organization

(people on the job make decision as to products the firm should use).


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Consumer behavior involves the use and disposal of products as well as the study of how

they are purchased. Product use is often of great interest to the marketer, because this may

influence how a product is best positioned or how we can encourage increased consumption.

Since many environmental problems results from product disposal (e.g., motor oil being sent into

sewage system to save the recycling fees, or garbage piling up at landfills) this is also an area of

interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example,

aggressive marketing of fast foods, or aggressive marketing of credit, many have

serious repercussions for the nations health and economy.


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APPLICATION OF CONSUMER BEHAVIOR

There are four main applications of consumer behavior:

The most obvious is for marketing strategies- i.e., for making better marketing

campaign. For examples, by understanding that consumers are most receptive to food

advertising when they are hungry, we learn to schedule snack advertisements late in the

afternoon. By understanding that new product are usually initially adopted by few

consumers and only spread later, and they only gradually, to the rest of the population, we

learn that (1) comprise that introduce new products must be well financed so that they can

stay afloat until their products become a commercial success and (2) it is important to please

initial customer, since they will in turn influence many subsequent customers brand choices.

A social application is public policy. In the 1980s, Accutane, a near miracle cure for

acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by

pregnant women. Although physicians were instructed to warn their female patients of this, anumber still became pregnant while taking the drug. To get consumers attention, the

Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of

deformed babies be shown on the medicine containers


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Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbein, Marketing professor, went on sabbatical to work for Centers forDisease Control trying to reduce the incidence of transmission of disease through illegal drug

use. The best solution, obviously, would be if we could get illegal drug user to stop. This,

however, was deemed to be infeasible. It was also determined that the practice of sharing

needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of

consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles

in bleach before sharing them, a goal that was believed to be more realistic.

As a final benefit, studying consumer behavior should make us better consumers.

Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry

detergent, you should pay less per ounce that if you buy 32 ounce bottles. In practice,

however, you often pay size premium by buying larger quantity. In other words, in this case,

knowing this fact will sensitize you to the need to check the unit cost labels to determine if

you are really getting a bargain.

CUSTOMERS AND CONSUMERS-


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The term customer is typically used to refer to someone who regularly purchases from,

particular store or company. The term consumer more generally refer to anyone engaging in

any of the activities used in the definition of consumer behavior. Therefore, a customer is

defined in terms of specific firm while a consumer is not.

The traditional viewpoint has been to define consumer strictly in terms of economic

goods and services. This position holds that consumers are potential purchasers of products and

services offered for sale.

The most commonly thought of consumer situation is that of an individual making a

purchase with little or no influence from others. However, in some cases number of people can

be jointly involved in a purchased decision. For example, planning a vacation or deciding on a

new car can involve entire family. In other cases the purchaser may just be acquiring a product

for someone else who has asked for certain item. These situation suggest that customers or

consumers can take on different roles in the definition of consumer behavior.

WHAT IS CONSUMER BEHAVIOR? UNDERSTANDING CONSUMER

BEHAVIOR


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The study of consumer behavior is the study of how individual make decision to spend

their available resources (time, money, effort) on consumption related items. It includes the

study of what they buy, why they buy, when they buy, where they buy it, how often they buy it,

and how they use it.

Consumer behavior is function of individual involving the product category and the

current situation. You undoubtedly prefer different TV shows, food and clothes than do your

parents & even some of your closest friends. You also spend more or less time evaluating a

product before purchasing it. Each person is unique as a customer. Marketers attempt to group

consumers who are similar into market segments. While you differ from other consumers, yourown purchasing behavior will also differ from one product to another.

Your purchasing and consumption behavior for the same product will often change

depending upon the situation you are. Since consumer behavior is influenced by individual

characteristics, product characteristics, situational characteristics our understanding of consumer

behavior must incorporate all three of these influences.

If marketer can identify consumer-buying behavior, he or she will be in a better position

to target products and services at consumers. Buyer behavior is focused upon the needs of

individuals, groups.

INFLUENCE OF SOCIAL SCIENCE ON BUYING BEHAVIOR


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All major social science like economics, psychology, sociology and anthropology have

influenced buyer behavior study. It is essential to have an ideas of the nature of this influence.

Influence of Economics

Economists described man as a rational buyer and view the market as a collection of

homogeneous buyers. Under a given set of conditions, all buyers behave a similar fashion and

every buying decision is logical process with the ultimate intension of obtaining optimum value

for the money spent. Prices is regarded as the strongest motivation for the economic man. The

economic mans behavior, in short, is rational.

Though the model of economic man may help us understand certain aspects of buyer

behavior, it certainly cannot answer all the puzzles of buyer behavior. The main problem with

the concept of economic man is the assumption that buyers are absolutely rational in their

purchases and that markets are homogeneous. Markets are actually a collection of heterogeneous

buyers, differing from each other in several characteristics. The marketing process is intended to

match these heterogeneous segments of demand with heterogeneous segments of supply.


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Influence of Psychology

The next major influence on buyer behavior came from psychology. According to

psychologists, any human activity is directed toward meeting certain needs. Different

psychologists have categorized these needs in different ways.

Psychological needs are the basic needs: they include the need to satisfy hunger, thirst,

sleep, etc. For people who are well off, physiological needs are met as the matter of routine,

whereas for the poor, a major part of their life is spent in striving to meet these needs. Safety

needs include needs relating to physical safety and economic and social security. Social needs

come next in ladder. They include the need for love and the need to belong. Esteem needs come

next in the hierarchy. They include the need for self-esteem, the need for recognition by society

and the need to be held in esteem by other. Self-actualization needs include the need for self-

development and the need to attain complete fruition of ones capabilities and endowments. The

actions of individuals are guided by their need structure and need level.

FACTORS INFLUENCING BUYER BEHAVIOR


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A number of factors influence buyer behavior. They can be grouped under broad categories.

Factors that are part if the buyer as an individual. Buyers social environment (group influence).

Factors that are Part of the Buyer as an Individual

An individuals religion and cultural background, his personality traits, self-concept, his general

endowment, his upbringing-in short, his overall biodata play a crucial role in his conduct as a

buyer/consumer. These factors can be grouped three broadly into three categories:

Personal factor

Cultural factor

Psychological factor

Personal Factors-

An individuals age, level of education, his occupation, overall economic position and

lifestyle, all influence his role as a buyer. They decide what products he will buy and consume.

A persons self-concept and his concern about status also influence his buying decisions. In fact,

today people are very concerned about their image and status in society. It is a direct outcome of

their material prosperity. Status is announced through various symbols like dress, ornaments,

possessions and general lifestyle. The desire for self-expression and self-advancement is closely

linked with social status. For several people, status is a major motive force guiding and shaping

their life. Their concept of status decides what material possessions they should have. Even if a

product that constitutes a status symbol is beyond their immediate reach, their aspiration to

possess it will influence their decisionmaking process.

Age and stage in the life cycle


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Buyers choices are affected by changes in their age family structure over time. People

buy different goods and services over a lifetime. They eat baby food in the early years most

foods in the growing and mature years and special diets in the later years. Taste in clothes,

furniture, and recreation is also age related.

Consumption is shaped by the family life cycle. Marketers often choose life-cycle groups as

their target market. They pay close attention to changing life circumstances-divorce,widowhood, remarriage-and their effect on consumption behavior.

Occupation

A persons occupation carries with it distinct consumptive needs. White-collar workers

need different cloths than blue-collar workers. Also, occupations usually carry their own sub

cultural norms and values that influence buyer behavior.

Education

Those with higher education levels tend to hold positions that influence dress standards

and such purchases as computers and reading materials.

Economic Situation

Product choice is greatly affected by economic circumstances; spendable income (level,

stability, and time pattern), savings and assets (including the percentage that is liquid), debts,

borrowing power, and attitude toward spending versus saving. Marketer of income-sensitive

goods pay constant attention to trends in personal income, savings, and interest rates. If

economic indicators point to a recession, marketers can take steps to redesign, reposition, and

reprice their products so they continue to offer value to target customers.

Personality


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Personality means distinguishing psychological characteristics that lead to relatively

consistent and enduring responses to environment. Personality is usually described in terms of

traits such as self-confidence, dominance, autonomy, deference, sociability, defensiveness and

adaptability. Personality can be a useful variable in analyzing consumer behavior, provided that

personality types can be classified accurately and that strong correlations exists between certainpersonality types and product or brand choices.

Self-concept

Self-concept means self images. Marketers try to develop brand images that match the target

market; self-image. It is possible that a persons actual self-concept (how she views herself)

differs from her ideal self-concept (how she would like to view herself) and from her others self

concept (how she thinks other see her).

Cultural Factors-Religion, Language, etc.

Every culture, every religion and every language group dictates its own unique patterns of social

conduct. Within each religion, there may be several sects and sub-sects; there may be orthodox

groups and cosmopolitan groups. In dress, food habits, or marriage-in almost all matters of

individual life-religion and culture exercise an influence on the individual, though the intensity

may vary from society to society. The dos and donts listed out by religion and culture impacts

the individuals lifestyle and buying behavior.

Culture

Culture is the most basic influence on a persons values, priorities, and beliefs. It is the most

fundamental determinant of a persons wants and behavior. The growing child acquires a set of

values, perceptions, preferences, and behaviors through his or her family and other key

institutions.

Sub-culture-


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Subculture is distinct groups within the larger culture that have identifiable patterns of behavior.

Each culture consists of smaller subcultures that provides more specific identifications and

socializations of their members. Subcultures include nationalities, religions, racial groups, and

geographical religions. Many subcultures makes up important market segments, and marketers

often design products and marketing programs tailored to their needs.

Social class

Social class is determined by a combination of income, occupation, education, wealth and other

variables. Social classes are relatively homogeneous and enduring divisions in a society, which

are hierarchically ordered and whose members share similar values, interests and behavior.

Social classes differ in dress, speech patterns, recreational preferences, and many other

characteristics.

Social classes shows distinct product and brand preferences in many areas, including clothing,

home furnishings, leisure activities, and automobiles.

Psychological Factors-Beliefs, Attitudes, Motivation, Perception

Just like the economic and social conditions, a mans disposition too has a close bearing on his

purchase decisions. Individuals corning under the same economic and social groups can be

vastly different when it comes to certain personal believes, faiths and attitudes. One may be

timid and plain, while another may be outgoing and aggressive. One may be traditional in the

overall view of life, while another may be modern. One may be least innovative, while another

may be welcome anything new. In fact, the maximum variations are seen here, and in the matter

of analysis and assessment too, this area poses maximum problem to the marketer. In the chapter

that follows on market segmentation and market targeting, we shall see how personal believes,

faiths and attitudes-otherwise termed psychographics-influence purchases and how buyers can be

segmented based on these characteristics.

Motivation

Motivation is the drive to satisfy needs and wants, both physiological and psychological, through

the purchase and use of products and services. Some motives are simple we need food, water,


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warmth, and shelter in order to survive. Others are more complex, such as the yearning for love

or the desire for status and admiration. Consumer motivation can be viewed as a process through

which needs are satisfied.

Perception

Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth,

fingers) to basic stimuli such as light, color, sound, odors, and textures. Perception is the process

by which these sensations are selected, organized and interpreted. It is the process of organizing

stimuli and is influenced by selective exposure, distortion, and retention. Perception is the way

in which an individual gathers, processes, and interests information from the environment.

Perception depends not only on the physical.

Learning

Learning is a relatively permanent change in behavior that is caused by experience. The learner

need not have the experience directly; we can learn by observing events that affect others.

Learning can occur through simple associations between a stimulus and response, or via a

complex series of cognition activities. It occurs in response to the presentation of information

linked to relevant drives, cues, response, and reinforcement only some of which is under the

control of the markers. Learning is an on going process.

Learning theory teaches marketers that they can build up demand for a product by associating it

with strong drives, using motivation practices, and providing positive reinforcement.

Beliefs and Attitudes

A belief is a descriptive thought a person has about something beliefs may be based on

knowledge, opinion, or faith. They may or may not carry an emotional charge. Of course,


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manufacturers are very interested in the beliefs people carry in their heads about their products

and services. These beliefs make up product and brand images, and people act on their images.

An attitude is a relatively consistent set of evaluations, feelings and tendencies towards an object

or an idea. People have attitudes towards almost everything, religion, clothes, foods, and

politics. Attitude put them into a frame of mind of linking or disliking an object, moving

towards or awareness from it.

Buyers Social Environment (Group Influence)The buyer, whom we are studying, is not an ascetic. He is living in a society, is influences by it

and is in turn influencing its course of development. He is a member of several organizations

and groups, both formal and informal. He belongs to a family, he works for certain firm, he may

be a member of a professional forum, he may belong to a particular political group, or a cultural

body. There is constant interaction between the individual and the groups to which he belongs.

And all these interactions leave some imprint on him, which influences him in his day-to-day life

and consequently, his buying behavior.

Since there are two broad groups of which an individual is a part, we shall discuss group

influence in two parts.

Influence of intimate group Influence of the broad social class

Influence of intimate group


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Examples of intimate group are family, friends, close colleagues and closely knit or these group

exercise strong influence on the lifestyles and buying patterns of its members. Among these

groups, the most influential and primary groups are the family and peer groups. The peer

groups are close-knit groups composed of individuals, who have a common social background

and who normally belong to same age group. The peer group has the greatest influence on the

individual member as a stabilizer of styles and behavior pattern.

In any intimate group, there is likely to be an informal group leader. The group respects him

and look up to him. Though the leader may not directly influence every member in his day-to-

day purchases, his judgments on men and matters, and facts and fashions are respected by the

group; and his view and lifestyle influences there buying decision. He is normally the innovator

in the group, who first tries new product and new ideas, and then, he becomes the propagator of

those product and ideas. This opinion leaders or influencers play a key role in marketing.

Marketer often tries to reach this leader first through advertisements and other means of

communication. And if the leaders are convinced, their groups are likely to follow suit.

Influence on the Broad Social Class


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Structurally, the social class is a larger than the intimate groups. The constitution of a social

class decided by the income, occupation, place of residence, etc of the individual member. The

member of a social class enjoy more or less the same status and prestige in the community.

They share a common lifestyle and behavior pattern. And, they normally select a product or a

brand that caters to their class norms. Often, they even do their shopping in the same shoppingarea and patronize selected shops, which benefit their class image. This doesnt mean that all

the members of a given social class will buy the same product and the same brand or conform to

the same style, amounting to a sort of regimentation. Differential liking may exist among the

members. But, in a buying situation in which objective standards are not available to guide

them, they may conform to the class norms. Studies have shown that the extent of influence

the social class has on its members will depend on the extent of attractiveness the group holds

out to them. The greater the attractiveness, the larger is the behavioral conformity, study of

group influence on individual buying behavior will help marketers to develop right strategies

for different customer segments. It is not feasible for them to appeal to the fancies of every

individual buyer. They can find commonalities or patterns among specific groups of buyer

and work on them.

MARKET RESEARCH ON CONSUMER BEHAVIOR

Purpose Of Study


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The purpose of the study is to find the Consumer Buying Behavior of Mobile Handsets.

Scope Of Study

There are more than 28 Brands of Mobile phones available ion the market. Within each

brand there are various models, each with different attributes and functions. This research will

open the doors of the consumer buying behaviour of a mobile handset.

Research Objectives

To find the Consumer Buying Behavior of Mobile Handsets

Research Design

This is a Descriptive Market Research. This research will explore the consumers

behavior towards buying a mobile handset.

TYPES OF CONSUMER BUYING BEHAVIOR

TYPES OF CONSUMER BUYING BEHAVIOR ARE DETERMINED BY:


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y Level of Involvement in purchase decision. Importance and intensity of interest in a productin a particular situation.

y Buyers level of involvement determines why he/she is motivated to seek information about acertain products and brands but virtually ignores others.

High involvement purchases-Honda Motorbike, high priced goods, products visible to others,

and the higher the risk, the higher the involvement.

TYPES OF RISK:

y Personal risky Social risky

Economic risk

THE FOUR TYPE OF CONSUMER BUYING BEHAVIOR ARE:

y Routine Response/Programmed Behavior--buying low involvement frequently purchased lowcost items; need very little search and decision effort; purchased almost automatically.

Examples include soft drinks, snack foods, milk etc.

y Limited Decision Making--buying product occasionally. When you need to obtaininformation about unfamiliar brand in a familiar product category, perhaps. Requires amoderate amount of time for information gathering. Examples include Clothes--know

product class but not the brand.

y Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/orinfrequently bought products. High degree of economic/performance/psychological risk.


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Examples include cars, homes, computers, education. Spend a lot of time seeking

information and deciding.

Information from the companies MM; friends and relatives, store personnel etc. Go through

all six stages of the buying process.

y Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product can

shift from one category to the next.

For example:

Going out for dinner for one person may be extensive decision making (for someone that does

not go out often at all), but limited decision making for someone else. The reason for the dinner,

whether it is an anniversary celebration, or a meal with a couple of friends will also determine

the extent of the decision making.

THE BUYING PROCESS:


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1. Problem Recognition (Need Recognition)The process of buying normally starts with the recognition of a need by the consumer. He

recognizes a problem and develops a perception of the problem. Then he seeks informationfor solving his problem.

2. AwarenessThe customer turns to his environment/world of information around him. It makes him

aware of the existence of the product that would solve his problem.

3. Comprehension (Evaluation)Comprehension comes out of his ability to reason with the information. The awareness and

comprehension stages represent the information processing stage. These two stages

constitutes the cognitive field of the purchase process. Cognition refers to acquisition of

knowledge

4. AttitudeIt is the sum total of the individuals faith and feeling towards a product. As a result of his

awareness and comprehension, the consumer develops an attitude-favorable or unfavorable-

towards the product. The purchase process will continue only if he develops a favorable

attitude or a liking for the product.

5. Legitimization


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The buyer must be convinced that the purchase of the product is the legitimate course of

action. This stage often stands as a barrier between a favorable attitude towards the product

and actual purchase. Only if the buyer is convinced about the correctness of the purchase

decision, he may seek further information regarding the product, or attempt to assess the

information already available.Attitude and legitimization constitute the attitude field of the purchase process.

6. TrailConviction leads the consumer to try the product on a small scale; he may buy a sample. He

tries to evaluate the product from his own experience.

7. AdoptionA successful trail leads buyer to buy/adopt the product. Trail and adoption constitute the

behavioral field in the buying process.

8. Post-Purchase BehaviorThe purchase leads a specific post-purchase behavior. Usually, it creates some restlessness

in the mind of the individual. Buyer is not sure about the product. He may feel that the

other brand would have been better. He may even feel that the salesman has taken him for

a ride. As this dissonance is uncomfortable, the individual, by himself, will seek all means to

recover his conviction and poise. He will seek reassuring advertisements of the products or

he may deliberately avoid positive stories about the competing brand.


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PRETEEN

Pre-pubescence is the age where children begin to have more responsibilities and begin to

want more respect as people. Because of the emergence of greater awareness of social ordersand groups, this is a very unstable area of development. Preteens often feel like theyre not one

thing or another and feel left out. To a girl approaching her teen years, fashion and hygiene (and

sometimes the eating disorders that develop as a result of over-concern about these things) come

to be a bigger part of her life, and males start to become attractive. To a preteen boy, sports and

tend to matter more in the late childhood. Early adolescence is practically childhood, but the

child has grown up slightly into a more mature person.

The Role & influence of children/Preteens in buying

Children put forward own demand as soon as they acquire talking skills. They need all

kinds of toys, chocolate & toffees. As they grow they start participating buying decision. They

influence the purchase decision of home PC., music system, video game & holiday destination.

When parents make a purchase according to the bidding of their children, they have in a sense

yielded. Children love to watch television commercial advertisements, they recite advertisement

jingles. Preteen develop an ability to distinguish between the TV commercial & TV programme.

Girl get favourably disposed to product like lipstick. As children grow, they develop the

capacity to understand the symbolism in advertising.

Children who remain at home after the school hours while their parents are on the job are

specially targeted by the marketers. Preteens are increasingly a specially targeted market

segment by business because they tend to maintain the preference they develop at this age.


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TEENAGER

Introduction

A teenager or teen is a person whose age is a number ending in teen in the English

language: that is to say, someone from the age of thirteen to the age of nineteen. The word is of

recent origin, only having appeared in the mid 20th century. In Western culture, a distinct youth

culture has developed. This culture is often considered inferior to the mainstream culture, or in

rebellion against it, and is thus often referred to as a subculture or counter culture.

Adolescence has been called a variety of things from a disease to a miracle. People look

back on the year 12 to 18 as some of the happiest of their life and also the most distressing.

Adolescence is the age of revolution, awakening emotions and newly discovered capabilities. It

is the age of revolution against adult control and adult direction. But adolescence is the age of

anxiety and moodiness. Altogether it is the joy and pain of growing up. Quick changes of mood

color the whole adolescence period. Changing attitudes and behavior begin to show as the

youngster approaches puberty. They suddenly becomes oversensitive about many things and

hypercritical about his family and home.

Actually the teenager is three persons wrapped in one. You must unwrap the covering to

get at the core of the real person.

The real teenager

The real teenager often is hidden and never brought to the surface; the real teenager is theperson the youth worker is trying to reach.

The true man on the inside may not be what the teenager thinks of as himself, and he may

not correspond to what others think to be. The many veneers of life must be peeled off to help

the teenager understand himself as he really is. Socrates said, Know thyself. A true self-

appraisal is the first step to adjustment. Adjustment leads to happiness, confidence, and purpose

in life.


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THE TEENAGERS CHARACTERISTIC:

1. Material gains are highly aspired to, creating their own pressures both on teenager as well astheir parents, who have to finance their aspirations. Money is everything in life say the

teenagers.

2. Conventionality and playing the system are the hallmark of the urban familys teen children.There is flouting of family code, a strong attempt to secure the approval of parents and an

aversion of risk taking. Willing to stay with in the demands of so called family values-since

that provides the infrastructure for personal development.

3. Teenager aspires the support of the parents. Most admired person according to him isMother.

4. Teenagers are one who empathizes with his parents. This is why the cabinet for decision-making in the urban family is real coalition, with the children having a major say in purchase

decisions concerning consumer durables.


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THE ROLE OF TEENAGERS IN BUYING DECISION

Teenager (14 to 20 years olds) are one the most hotly targeted consumer groups & it is

not surprise that teenager is biggest set of consumer. The role of teens in purchasing decision

varies widely among the families from one extreme where teens have almost no say, or the

intermediate position where they influence food, clothing & entertainment purchase (which they

participate directly in using), to the other extreme where purchase of such major durables goods

as automobiles, color television, even home are influenced to at least some degree by the

insistent demand of children in highly permissive families.

In many cases, the manufacturers have long exploited the influences of youngsters

(breakfast cereals, soft drinks, video games & recreational items). In other cases, where a

connection between the purchase decision seems remotes, almost no promotional efforts are

made to appeal to these small influence. Yet there are purchasing situations where alternative

products are so similar in quality, features & use characteristics that the choice among tem is

based upon the flimsiest of preference, In such case children may exert a powerful influence.

Adolescence have greater influence in a concept-oriented environment where they are

encouraged to develop their own ideas and express their views more openly. Children are also

primed to assume a more active role in purchase discussions after years of listening to their

parents described why certain request can/cannot be honored. Influence attempts by adolescents

are likely to be effective when they match them to their parents decision-making style


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TEENAGERS LIFESTYLE ATTITUDES

Todays Teens live in a time of sweeping technological advances, relative affluence;

consequently, their attitudes and cultural awareness exhibits a number of distinguishingcharacteristics. For example, they:

Are realistic and optimistic with a strong sense of individualism, but not with the

fierce.

Independence of the previous generation.

Like to be in control and are hip to hype, but not to the point of cynicism.

Want and expect to have control over their media experience.

Have access to evolving and new technologies such as DVDs, instant messaging,

and wireless phones.

Many Teens feel that most grown ups are really stressed out, and they dont want to

follow this Example Being really good at your job and having control in your life are

important components of Teens definition of success. But, they also give value relationships

family is very important to them, and a good marriage is a sign of success.

Teens today understand that the needs to be able to turn on a time because they live with

short-term change and volatility on a day-to-day basis. Unlike previous eras, Teens also live

with paradox, realizing that their choices are filled with a mix of good and bad. Even so, they

have a strong sense of empowerment and believe that they can conquer any challenges, actively

seeking out causes to support. They are self-assured, with three-quarters or more of them

agreeing with the statement I trust my own judgment a lot and I have a very clear idea of my

objectives and goals in life.


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TEENS MARKET

Most marketers tend to shy away from teens groups, believing they dont have credit

cards or enough financial ability and therefore arent good direct response prospects. But there

are a lots changed in todays teen market. Teens now represent a big market segment, which

influences many big name marketers towards them.

Teens(13-19) spend $94.7 billions per year, $3,309 per person.

37 percent of teens income comes from parents, the rest from job.

29 % of teens research products online before a retail purchase. Some $20 to $25 billion

of offline spending, therefore, is directly influenced by online research.

Teens also influence an untold amount of spending by their parents, everything from cars

to travel to computers and other consumer electronics. Teens power is fascinating.


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WHY MARKETER FOCUS ON TEENS?

Beyond the growth in the Teens population, marketers cannot afford to ignore Teens for

numerous other reasons. This growing power base of spenders and influencers are important

because they:

Have significant discretionary income.

Spend family money as well as influence their parent spending on both large and small

household purchases.

Establish and affect fashion, lifestyle, and overall trends,

Provide a window into our society- a view of how it is now, and what it is likely to

become.

Market Opportunities-Teens are a growing market. The Teens population will expand from 32.4 million in 2003

to 50.5 million in 2012.

Teens have money to spend. As teens age, their yearly discretionary income increases from

nearly $1,500 at age 12 to 13 to nearly $4,500 by age 16 to 17. As a group, Teens of all ages

spent a projected $312.5 dollars in 2009.

Teens influence household spending. Parents consult the computer and market-savvy teens

in their households for large and small purchases.

Market Challenges-Teens have more choices than ever. How will advertisers get and keeps teens attention in

the fact of so many products owing for their attention?

Teens multitask media.

Raised in the age of information and uncertainty, Teens can be skeptical.


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TEENAGERS AWARENESS AS BUYER:

Teens are aware of the economy and the fact money doesnt grow on trees. They part withmoney reluctantly than many adult do.

They know in six months, fashion will probably change and take into account when buyingclothing.

Teens aged 13 or 14 want to fit in. They buy and wear what others do. At 18 or 19, theyreunderstanding out and spreading the wings of independence.

Theyre the most informed and media-aware group in history.

They have extreme knowledge of technological equipments and they are viewed asresponsible family member of their household.

They have been marketed to their entire lives. As a result, theyre marketing savvy.

Theyve had more choices than other generations, and, they express positive and negativeopinions about products, brands, and companies.

Theyre the first generation of true multitaskers, easily balancing e-mail, chat, and othercommunications simultaneously.


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They entire lives have been spent in a world where everythings immediate: instantdownloads, overnight delivery, microwave meals.

TV and cell phone privileges to them & it are also important entertainment for them. There

of the most important tool for teens today is computer & mobile.

Computer & mobile are a central communications system for email, instant messaging, IM,

blogs, even phone calls. They dont need much else. If you have products to sell to teens,

approach them electronically.

TEENS BUYING HABBITS


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Offer: Teens always first consider that offer which only made for them. They have a

fair amount to spend but are very choosy in certain areas. Many shop in discount stores and

use coupons. For the most part, look for lower-priced product.

Graphics: Teens respond to bright colors and splashy graphics. It goes with their upbeat,

fast moving, multitasking personalities. Theyre anything but muted and pastel.

Shopping choices:

They have asked parents buy any product. This works with products parentsperceives as educational or worthwhile.

Many teenager visits internet website which provides help them to find out thestores in their areas that carry your product.

Tell-a-friend: Because they are so good at communications, teens can spread the word

about a product or service faster than a speeding bullet. Tell them to tell a friend, give teens

a reason to spread the word. An exceptional product, a big discount, and a meaningful

freebie are all good reasons.

Interactivity: Teens love to interact. Instead of static, one-way communications, look to

activities in e-mail and on landing pages that encourage participation, such as surveys, polls,

games, and message boards. Fun contests and sweepstakes go beyond data collection forms.

WHERE TEENS SHOP?


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Its not surprising that shopping malls top the list of where both female and male Teens

shop. Teens also shop in numerous other venues, including discount stores, convenience stores,

grocery stores, and more. As the age goes up, so does the percentage of Teens who shop in

any/all locations measured.

Overall, girls shop more frequently than boys at nearly every shopping venue studied.

After shopping malls, apparel and discount stores are girls most frequented venue. After

shopping malls, boys most often shop at electronics and convenience stores today there are many

teenagers who prefer internet shopping to buy their favorite products.

Teens Favorite shopping places

Shopping Malls/Centers

Discount Stores

Convenience Stores

Apparel Stores

Grocery Stores

Electronics Stores

Department Stores

THE ROLE & INFLUENCE OF FAMILY (PARENTS) IN THE BUYING

DECISION OF TEENAGER


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Families As a Consuming Unit

The term family is a basic concept, it is not easy to define because family composition

and structure, as well as the roles played by family members, are almost always in transition.

Traditionally, however, family is defined as two or more person related by blood, marriage, or

adoption that reside together. For the purpose consumer studies the family is identified as

informal small groups. It is sometime, treated in a more fundamental way as an institution.

Family As A Reference Group

Because of strong bonds and intimate interaction among family members, the family as a

reference group has one of the strongest most immediate and most pervasive efforts on a

consumers personality motivation, and attitude. Family members share certain values, norms

and standards that shape their personality and behavior. From the marketing point of view,

investigating the family as a consumption unit becomes crucial since attitude toward saving and

spending and the family often moulds even brands and product.

Marketers are mainly interested in the family member influence on each other on

purchase decision. The first thing to know is the characteristic of the best potential families for

the product. Another thing to know is to whom with in this family, marketing efforts should be

directed.

There is a curvilinear relationship between family interaction and social class. However

studies indicates the growing influence of children on their parents purchase behavior in a wide

variety of product ranges, not just in their own purchase but also those made by the family unit.

Influence Of Family in Buying (Nature And Types of Influence)


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The reciprocal Nature of Family Influence. The family is not just a social group. It is

also an earning, consuming, decision-making unit, and it is of important to marketers because of

the influence that family members have on purchase and consumption decision. The areas of this

research being to identify the influence of teenagers in the family purchase decision describes the

environment which the teenagers are exposed in the family, the process and circumstances under

which teenagers influence the purchase decision for the products used in the family.

The familys influence comes from the fact that the bonds within the family are likely to

be much more powerful and intimate than those in other small groups. Because of these bonds,

the family has profound social, cultural, psychological and economic influence on consumers.

Within the family, operating as the unit of analysis, a reciprocal influence operates on all

decisions. There are the father, the mother and other family members. Since a particular family

may have several persons in the other family members category, the decision process for a

given family can be complex. Every family member brings his or her own motives, evaluations,

beliefs and predispositions to the decision process.

Every family member becomes part of the environment for the other family member and

influences, and is influenced by them. And the cognitions, behavior and environments of him

several persons become an important consideration for the marketer, as do the interactions of the

members among themselves. Not only do we need to analyses the cognitions of these

individuals. But also the possible interaction pattern between each of the family members. For

the marketer, it is therefore necessary to sort out the extent of influence exerted by the various

family members.

There are two main buying influences that operate on the individual within the family:

1. Consumer socialization.


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2. Intergenerational influences.

These two factors make the teenagers to understand and develop a cognitive mental mapping

model as how the teenagers influential process develops over a period of time.

1. Consumer socializationDefinition:

Consumer socialization is the process by which young people acquire the skills,

knowledge and attitudes relevant to their functioning as consumers in the market place Scot

wars (1974). Through the variety of family interaction, the consumer develop tastes, preference

and shopping styles, how to budget money, what types of clothes to wear for what occasions, and

also what stores to patronizes.

Factors Influencing Consumer Socialization :

There are several distinct factors that influence the consumer socializing process. These

are:

1. The Background / Environment FactorsThese include the environmental factors such as social and economic status, social class, age,

sex and religious affiliation of the consumer.

2. The Socializing AgentsThese include individual who have direct influence on the consumer such as parents, sisters,

brothers, peers, teachers and the media. The family is found to be important in teaching the

rational aspects of consumption while TV viewing encourages consumption for emotional

reasons.

Consumer socialization occurs through two types of learning


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1. The first type is the imitation of other by observing the actions of others in the family. What

is learnt early in life has a lasting effect on most people. For example brands loyalty of a product

is this transmitted from parents to children.

2. The second type of learning is operant conditioning. This means that consumption behavior

that receives praise and is complemented which is likely to be repeated by a child, while actions

that are ridiculed have a negative outcome and are less likely to be repeated. Consumer

socialization occurs in subtle ways that are not always obvious. There are four primary ways in

which family influence can be transmitted to the individual within the family:

The parents act as models for the child on numerous consumption occasions. The child

learns through observation without the parents conscious awareness or intention to teach.

Parent-child discussions about particular products or brands, why some products are good

and are not.

Child-child interactions: These become an important socializing influence when more than

one child is present.

The child begins to handle money as he or she becomes older. Thus, through gifts and

allowances, the family provides opportunities for a child to become more experienced as a

consumer.

2. Intergenerational influences


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Definition:

The intergenerational consumer influences refer to what is passed along form

grandparents to parents, from the parents to their children and form the children to their children

Renben Hill (1970). Many forms of influence are passed on.

These include religious and cultural values, general lifestyle, and attitude toward

education, sports, leisure and social life. Such intergenerational influences play an important

role in forming product and brand differences.

In fact, many consumers have, perhaps, never considered purchasing brands other than

those their parents purchased for tem as children.

For example; consider the choice of toothpaste, ketchup, bath soap, laundry the brand

detergent and many other such products.

These preference the product or brand preference might be because it was the one mother

used or, because father believed in the manufacturer. Such items are often purchased throughout

an individuals adult life without serious consideration of other brands. And this is the

marketers dream to get consumers who are highly brand loyal for many decades.

Family Role Structure And Buying Behavior

In order to function as a cohesive unit, purchase roles or tasks are assigned and carried

out by one or more family members. When trying to reach families, therefore, marketers need to

realize that a set of purchase roles exist and come into play within the family. These roles can be

identified and they determine how families make decisions.

The Important Buying Roles In The Family

Individuals in the family play various roles for different decisions.


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1. The Investigator (Initiator): This is the person who first suggests the ideas of a product orservices and initiates the purchase process, to being with. The initiator can even be a

stranger. For example, by seeing someone walking down the stress, wearing a new style of

sweater or shirt makes to decide to buy a similar one.

A new stereo may be seen in friends house and the friend ( the investigator), turns it on to

demonstrate the sound quality.

The matter is then discussed at home with family members (co-decision makers) and decides

whether the brand suits the requirements.

2. The Influencer: This is someone whose opinion is valued in the decision-making process.An influencer may be a friend, brother, sister, spouse, doctor etc. All these persons have a

direct or indirect influence on the final purchase decision.

3. The Decider: This is the person who makes the final decision on what brand or make tobuy, after all aspect such as price, quality, servicing, having been thought over.

4. The Purchaser ( Buyer): This is the individual who actually purchases the product, pays forit, takes it home or arranges for delivery. Very often, the purchaser and the decider are the

same person, particularity for high value items.

5. The Consumer:He is the user of the goods or service.

TEENAGERS AND THEIR FAMILY IN INDIA


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Researching the teenage group would be a challenge in any county, but particularly so in

India. This life stage is characterized by change, and an age when they are most uncertain about

identity. This is the age when they are transiting between the innocence of childhood and

problems of adulthood, dependence and independence etc. Though they are influenced by group

behaviors, their aim is to progress towards individualism. Before we proceed we need to map

the teenager family in India and try to fine the answer for the following questions.

In the 21st

century, liberalization followed by media explosion has brought aspects of

global culture right into the drawing rooms of middle-class India and changed their attitudes and

worldview in ways that we still need to understand. Unlike the 80s and early 90s, where the

child was supposed to grow into an adult without distinct youth phase, today, we cant get away

from thee youth generation. Marketing seems to have created a new social segment- The Indian

youth-with its own attitudes and lifestyles and aspirations, built around brands that purport to tap

into these very attitudes.

Facts About Indian Teenagers

Here are some data about Indian teenager:

47 percent of Indias 1 billion populations are under the age of 20

y Number of teenagers 160 million.y 22 million of the teenage populations belong to the urban middle class.y Indias young consumers annual spending power is an estimated US$6.5 billion.y By 2015 Indians under 20 will make 55 percent of the population.

Todays India some argue, is being transformed by new conquering force: economic

liberalization, technological change and global capitalism. Under these new rules, the

beneficiaries, a new generation of sophisticated consumers, are emerging. Theyre young;

admire capitalism; watch more than 50 TV satellite channels; theyre technology savvy; guiltless

consumers and have tastes towards modern western culture and cuisine. And they are beginning

to have an impact on Indias development and its positioning in the world.


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HOW INDIAS NEW GENERATION IS DIFFERENT THAN OLDER

GENERATION

OLDER GENERATION NEW GENERATION

Idealizes Gandhi-style poverty,

socialist theory.

Wants to get rich, admires

Capitalism

Grew up amidst famines. Grew up amidst food surpluses

Had only one state-run TV channel. Can watch 50 TV channels via

cable and satellite TV

Mostly techno phobic. Mostly techno savvy.

Tended to be avid saver Tend to be guiltless consumers.

Grew up with stable government let

by one party; upper caste lower

domination.

Grew up with constantly coalition;

more voice for caste.

Favored medicine, engineering,

other or civil services as career.

Favor computer-driven and high

paying career choices.

Average literacy level of30

% Average literacy level of52

%.

Tastes tended toward tradition:

dinking tea, eating at home.

Taste tend towards modern: food

and sodas, eating outside.


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RURAL TEENAGERS BUYING BEHAVIOR

In the recent years buying behavior of rural families has been changed. The role of male

rural youth in the purchase decisions of the family has been becoming more and more

significant. Moreover, the marketers always found it easier to target youth for a whole range of

product.

The most important age group of male rural youth that has a major influence in family

buying decision and are also concerned about latest brands and products is the age group of 15 to

20years.

The best media to communicate the message are television and cinema. The favorite

slots can be crickets matches (especially when India is playing and excellent when India is

playing with Pakistan) and movies preferably action movies being featured on television or a

latest action movie running in cinema halls. DD1 and DD2 have the highest reach due to lack of

cable television facility and Sony where cable television has reached. Radio and newspaper are

not popular amongst rural youth except to access cricket news.

The advertisement recall is high of action sequence or a very unique idea like Mirinda

clothes. Their endorsement of a product by their favorite cricket and media stars may not be

enough to influence them to buy a product but it definitely increases the registration and recall of

the advertisement. Tendulkar very high recall in rural areas as well. So, he can be used

effectively for both.

The role model of male rural youth are elder members of the family who have been

successful in big towns, cities or mentors. So this theme can be used to influence youth.

The western attire becomes a part and parcel of male rural youths dress code. But

branded clothes and shoes have not been able to make any mark here.

To male rural youth prefers sober wear and there is a huge potential as has been proved

by major rural sales of Arvind Mills brand Ruf & Tuff. Females are mostly attracted towards the

film stars or celebrity products such as LUX soap.


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Rural youths are the major consumer of cold drink in these areas. Thus, if the chocolate,

confectionery, wafers, noodles, companies have to enter these market youth are their only

gateway. Parle-G or tiger biscuit\ts have become family consumption product but its will take a

long time for premium products like Marie Gold or Milk Bikies to enter these markets and even

that can be only possible through youth or teenager.

For FMCG products especially the personal care products like toothpaste, soap, tooth

brush, shampoo, shaving product etc. male rural youth are the prophets of change.

Motorcycle is the favorite two-wheeler amongst rural youth. It is important to realize

that the rural guys looks for the same attributes as any other youth and is the most important

category to be targeted in rural areas. Here they should encash on the macho image associated

with a bike for these guys.

For family durable like television, audio system and refrigerator youth can be an

important influencer though not the ultimate decision-maker. At the same tome the big brands

will have to fight the local and spurious brands on various fronts price, reach, relationship

marketing and after sale service.

One of the most convenient categories for rural market research is the male rural youth in

the age group of 15 to 25years. The important locations to spot male rural youth for interviews

and group discussion are cricket playgrounds and retailers shop/STD booth.

A brainstorming session was conducted to zero down on the issues to be focused on and

select representative items for each product category. In order to form an overview of various

issues an impressionist 2000 in U.P. and Haryana. A series of group discussions were at various

convenient locations in the villages and information scrutinized to form an impression over each

of the issue.


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TEEN BRAND LOYALTY

Advertiser and Teens

Marketer advertise for the most part in the categories where Teens spend money, such as

clothing, cosmetics, and entertainment. Many of the categories of advertisement advertised to

Teens reflect their influence on household purchases, such as hair products, cosmetics, andsporting goods.

When compared to all Teens, Teens who are heavy magazine readers are also more likely to be

brand loyal across a variety of product categories. For example, they are:

21% more likely to be loyal to their brand of sneakers/athletic shoes.

25% more likely to be loyal to their brand of shampoo.21% more likely to be loyal to their brand of disposable razors.

Of heavy magazine readers, older Teens are more likely to be brand loyal than younger teens to

variety of products, including jeans, eyeliner, eye shadow, mascara, facial cleaner, body soap,

disposable razors, toothpaste, and tampons. Younger Teens are more brand loyal to salty snack

and cookies.

Top 10 Advertising categories for teen title

Cosmetics/Beauty Aids

Ready-to-wear

Footwear

Media/Advertising

Hair product-

Personal Hygiene/Health

Sporting Goods

Audio/Video Equipment/Supplies

Government/Organizations

Medicines/ Proprietary Remedies


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MOBILE INDUSTRY IN INDIA

With rapid consumerism sweeping the country, India has emerged as the second largest

mobile handset market, poised for explosive growth by 2007. The major drivers for growth have

been the demand and also the existence of companies providing the most technologicallyadvanced handsets at justifiable prices. The technological developments have been the driving

factor for the increasing demand graph.

The mobile handset market in India is estimated to be worth Rs.9.05billion (US

$2billion) as of 2005 and will surge by 62% with approximately 200-million subscribers

nationwide by 2012. It is also learnt that the Indian mobile subscribers are willing to pay for

upgrades, value-based services, and advanced models that provide better services.

There has been a growth in the mobile handset market in India and the demand is

increasing with the increasing tele-density. The market is overloaded with the number of mobile

handset providers due to which the customer is able to bargain for a reasonable price for the

mobile. The various players are Nokia, Samsung, Motorola, Sony Ericsson, Alcatel, Panasonic,

Siemens, BenQ, Mitsubishi, Philips, NEC, Sagem, LG, Sharp, Sendo, Innostream, Pantech, VK

Mobile, Palm, O2, i-mate, Qtek, BlackBerry,Haier, Bird, Eten, HP and XCute.

Dominated largely by Nokia with a total market share of 60%, followed by Samsung

(14%) and Motorola (7%) respectively, Indian mobile handset market is currently catering to 45

million subscribers (June 2005).

Recent records show that Indian GSM cellular user base has grown from 43 million, as

estimated in May, to 45 million in June 2008, representing a growth of 3.50% in the month under

review, witnessing large and propitious foreign investors flooding the market eyeing for large

chunks.

In addition, recent changes imbibed in the government policies that price mobile handsets

at a lower end with flexible custom-duty for new entrants are startling the market with multiple

models largely aimed to higher and middle-income groups. Industry sources, though, view the

market to be at its nascent stage, many large EMS (Electronic Manufacturing Services)

companies are seriously considering setting up their handset facilities in India.


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MAJOR PLAYERS

Nokia

A world leader in mobile communications, Nokia has established itself as the leading

preferred brand in many markets. Backed by its experience, innovation, user-friendliness and

secure solutions, Nokia is the world's leading supplier of mobile phones, fixed, mobile and IP

networks. Nokia offers a line of versatile business phones incorporating mobile voice, mobile

messaging, email solutions and business-critical applications and all the latest applications to

meet the needs of different user groups.

Samsung

Samsung manufactures leading models in all segments of the mobile handset market.

The company's aim is to launch a slew of mobile phones with unique features that satisfy

different customer and market segments. Samsung's key insight is that apart from technology

and functionality, a critical factor for generating customer preference would be 'glamour' and

'innovation'. Innovation is just one of the things that have kept Samsung at the top of the mobile

market. The conglomerate has made great strides in customer satisfaction through a strong local

presence via a dual partner distribution strategy. It has an all-pervasive supply chain that

delivers greater value to over 5,000 sales points and retailers.


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Motorola

Motorola offers market-changing icons of personal technology - transforming the device

formerly known as the cell phone into a universal remote control for life. A leader in multi-

mode, multi-band communications products and technologies, Mobile Devices designs,manufactures, sells and services wireless subscriber and server equipment for cellular systems,

portable energy storage products and systems, servers and software solutions and related

software and accessory products.

Sony Ericsson

Their mission is to establish Sony Ericsson as the most attractive and innovative global

brand in the mobile handset industry. Their latest technological applications make them stand at

the forefront of innovation.


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TEENAGERS AND MOBILE PHONES

The Basics

There are no hard and fast rules about the right age to give teenager a mobile phone.

But as teenager approaches high school, its likely that others in his peer group will start to gettheir own mobiles, and other teenager might want one too.

When your child says he/she wants a mobile phone, you could talk to her/his about why

he/she wants one. What does he/she want to do with it? Do many of her/his friends have

mobiles? Try to understand why she/he feels its important to have her/his own phone. These

conversations will help you decide if youre comfortable with the idea.

If the decision to goes ahead with it, parents might like to talk to the parents of theirchilds friends about the kinds of phones and plans they have. This can help you settle on the

right phone and service for your child.

When choosing a phone and plan, bear in mind that teenagers often use mobiles

differently from adults for example, they text far more than they voice call. Teenagers are also

rapidly shifting towards using mobile phones as multimedia devices. This is because mobiles

can be used as web browsers, cameras, photo albums, diaries, address books, MP3 players, game

consoles and more.


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Advantages of Mobile Phones

Networking

A mobile phone will almost certainly become a very important communication and

networking tool for teenager. A phone of his own can promote teenagers sense of belonging

and connection to both friends and family. It lets him/her stay in touch anytime and anywhere.

Safety

Mobile phones are one way for parents & teenager connect each other whenever they need to. It

can give them peace of mind and help keep their child safe when he/shes out without adult

supervision but dont rely solely on a mobile to keep her/his safe.

Here are some tips for using mobiles to promote safety:

Letteenager know he/she can callortext youatany timeifhe/sheneeds your help.

Familiarize teenagerwith the speed dial function on the phone. Store the numbers

she/he can callin caseofanemergency.

Programtheirownnumber intothephoneandsave itunderthename ICE (in caseof

emergency). If teenagers involved in an accident when their parents are not with

him/her,emergency servicesorothers can callthe ICE numbertoalertthem. Notethat

thiswillbe helpfulonly ifthemobilephoneisntprotectedby apinorpassword.

Skill development

A mobile phone will give your child the opportunity to develop mobile communication etiquette,

and media and communication skills.


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Disadvantages and what to do about them

Some can head off some of the disadvantages that might come with teenage mobile phone use by

promoting safe and responsible mobile phone behavior. To start with, its a good idea to

establish rules, such as:

whenits OK totake callsorreply totexts

whenthephoneshouldbeonsilentorswitchedoff

whether teenagersareallowedto havethephonein her/hisroomatnight.

Their parents might want to talk about and agree on consequences if the rules are broken. Their

parents could also find out their childs schools policy on mobile phone use, and make sure your

child knows what it is. Talking to teenager about limiting who should have his/her mobile phone

number can help keep him/her safe. For example, parents might suggest their child to shares it

only with close friends and family, not strangers or people he/she doesnt know well.

Big phone bills

Teenagers and their parents can avoid big mobile phone bills by:

Discussingthe costofmobilephoneuseandagreeingonamonthly budget.

Startingwith aprepaidplan. The callandtextratesaregenerally moreexpensivethan

post-paidplans,but theirparents can setamonthly limit. Once the creditsusedup,

teenager canstillreceive callsandtexts,play gamesorlistentomusic,but he/she cant

make callsorsendtextmessagesuntil his/her creditistoppedup.

Beingawarethatit canbeeasy torunupalargebillonapost-paidplan. Thisisbecause

teenagers can continue tomake callsandsend texts (atamoreexpensive rate) after

he/shesgoneoverthevoice/textmonthly allowance.

Parentsdiscussingwith their childwhat the consequenceswillbe ifshe/hegoesover

theplan costwhenusingapost-paidplan.


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Disabling MMS messages (photosandvideo) MMS messages canbeexpensive,and

mostservicesgiveparentstheoptionofdisablingthem.

Parentsalertingtheir childto hidden costs forexample,textingtoamobilenumberto

receivearingtone (thesearegenerally subscriptionsthatincurongoing costs) orvoting

onareality TV showvia SMS (thesetexts canbe chargedata higherratethannormal

textmessages).Discusstheseissueswith their child,andsetgroundrules these could

include not texting advertised numbers, and not purchasing or downloading content

withoutparentspermission.

If their child uses his/her phone responsibly, parentsmight like to reward him/herwith an

upgraded handsetorplanafter6or 12months.

Accessing the internet

Many phones are now web-capable.With a data plan, their child could access the internet and

download and upload text, images, video, games and other programs or applications. Its very

difficult to monitor or supervise their childs internet access on his/her phone.

Parents could consider choosing not to get a data plan until their child is older and parents are

confident hes a responsible cybercitizen. It might also be a good idea to explain that

downloading some kinds of data such as music and video might go over their childs datalimit.


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Mobile phones: facts and stats

y Mobilephonesarevery popularwith teenagers 76%ofkidsaged 12-14 yearsand90%ofkidsaged 15-17 years havemobiles.

y Girlstendtousetheirmobilesmorethanboys. They spendanaverageof14minutestextingand7minutestalkingaday. Boysspend9minutestextingand4minutestalking.

y Themajority of sexting is carriedoutby youngmen circulating imagesandvideosofyoungwomen. But youngwomenalsosendimagesofyoungmen.

y Among kidsaged 12-14 years,20%ownphoneswith advancedfeatures. Thepercentagegoesupwith age 34%ofthoseaged 15-17 years haveadvancedphones.

y Onaverage,boysaged 11-18 years spend 1 hourand 14minutes consumingmobilemedia. Theaverageforgirlsofthesameageis 1 hourand58minutes.

y Among kids aged 8-17 years, 22% use theirmobile phones to take photos, 16% usemobiles forplayinggames, 10%usemobiles to listen to the radio,7%usemobiles to

recordvideofootage,and3%usemobilesto TV showsor clips.


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RESEARCH METHODOLOGY

DATA COLLECTION

The secondary data study gave us insights on understanding consumer buying behavior

and various concepts on purchase of mobile handsets.

Primary data will be collected through Questionnaire.

SAMPLING

We have used the Convenience Sampling Method. The primary sample of 100 in which

50 were working professionals and the rest 50 are students.

From our sample size we came to understand that mobile handsets which came up with

latest handsets would be preferred by students and the younger segment of the working

professionals. However in case of working professionals over the age 35 give more priority to

handsets which provide maximum utility and a very sophisticated look.

HYPOTHESES

To further prove our analysis we had taken three hypotheses into consideration which

proved vital in understanding the buying behavior of mobile handsets and the preference for the

purchase of mobile handsets. To prove the hypothesis, two different statistical tests were used, Z-

test and Chi-Square test. A test survey was conducted for the assumptions made in Chi-Square

and Z-test.

Through the entire process of our study we also came to understand the brand preference

and the brand recall of Nokia is higher as compared to the rest in the mobile handset industry in

India.


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RESULT

Currently you own a --

According to the survey done, it was seen that 40% of the respondent had Nokia as their

current mobile phone, 15% of the respondent had Sony Ericsson as their current mobile phone,

20% of the respondent had Samsung as their current mobile phone and rest i.e. 25% had other

phones like Blackberry, L.G, etc.

Nokia40%

Sony Ericsson15%

Samsung20%

Other25%

Mobile Name


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The service provider with connection to their mobile handset-

As per the survey done, it was seen that 19% of the respondent used Vodafone as their

service provider with connection to their mobile phones, 17% of the respondent used Loop as

their service provider, 5% of the respondent used Airtel as their service provider and rest i.e.

59% of the respondent used other service provider like Trump, Reliance, etc.

Airtel5%

Loop17%

Vodafone19%

Other59%

Service Provider


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Who bought the mobile for you?

According to the survey done, it was seen that 28% of the respondent got the mobile phone from

their Father, 5% of the respondent got their mobile from their Elder Brother/Sister, 5% of the

respondent got their mobile themselves and the others i.e. 62% got their mobile hone from other

like relatives, as a gift from friends.

Father28%

ElderBrother/sister

5%

Self5%

Other62%

Who Bought


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You took a mobile because-

As per the survey done, 20% of the respondent took a mobile because everybody around

them already had one with them, 10% of the respondent took because they wanted to buy it, 105

of the respondent took because somebody asked them to get one for themselves and the rest took

because of the reasons.

Everybody had20%

You wanted10%

Somebodyasked10%

Other reason60%

Why you took mobile


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What is the most important reason for purchasing the mobile?

According to the survey done, 30% of the respondent told the important reason for

having a mobile with them is that it gives convenience of calling anytime, 15% of the respondent

told they had it because it makes easy to communicate with friends, 5% told they had it because

their was no landlines in their house so they preferred a mobile phone and 56% i.e. the rest of the

respondent took because of other reasons

Gives youconvenience

30%

Communicatewith friends

9%No landline5%

Other reason56%

Important reason for having

mobile


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What accessories have you bought with your mobile?

As per the survey done, 10% of the respondent bought Plastic Cover with their mobile,

20% of the respondent bought Chord/String with their mobile and the rest i.e. bought nothing

with their mobile.

Only A PlasticCover10%

Only A

Chord/String20%

None So Far70%

Accessories you bought with it


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Do you have a hands free kit?

According to the survey done, 75% of the respondent had a hands free kit like handset

with them which would be used for attending calls, listening music, etc., and the rest i.e. 25% of

the respondent did not have a hands free kit with them

Yes75%

No25%

Do You Have A Handsfree Kit?


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Is your mobile phone always ON?

As per the survey done, 90% of the respondent told that they always keep their mobile

phone ON i.e. in night also and the rest i.e. 10% of the respondent told they dont keep their

mobile phone ON always.

Yes90%

No10%

Is Your Mobile Always 'ON'?


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Generally, you use your mobile phone for

According to the survey done, 50% of the respondent use their mobile for calling friendsand the rest i.e. 50% of the respondent use their mobile for calling home whenever they are out

of the house.

Calling YourFriends

50%

Calling home50%

Generally you use your mobile for?


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The most common place where you use your mobile are-

According to the survey done, 35% of the respondent mostly use their mobile at their

house, 5% of the respondent use their mobile in public transport and the rest i.e. 60% of the

respondent use their mobile at other places.

At home35%

In PublicTransport

5%

Other Place

60%

Where Mostly You Use Your Mobile


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Can you do without a mobile for a day?

As per the survey done, 70% of the respondent cannot stay without their mobile phone

even for a day and the rest i.e. 30% of the respondent can stay without their mobile phone for a

day.

Yes70%

No30%

Can You Do Without Your

Mobile For A Day?


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While talking over the phone do you-

According to the survey done, 40% of the respondent told that they stand at one place andcomplete the conversation and the rest i.e. 60% of the respondent told that they roam around

while talking over the phone.

Stand at oneplace

40%

Roam around

60%

While Talking Over the Phone

Do You


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How private do you consider the information stored in your mobilephone?

As per the survey done, 20% of the respondent think that the information stored in their mobilephone are Very Private, 70% of the respondent think that the information stored in their mobile

phone are Somewhat Private and the rest i.e. think that the information stored in their mobile

phones are Not Private.

VeryPrivate20%

SomewhatPrivate70%

Not Private10%

The Information Stored In Your

Mobile Are?


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How often do you place your phone on silent/vibrate?

According to the survey done, 40% of the respondent told that they never keep theirmobile on silent/vibrate mode and 60% i.e. the rest of the respondent told that they seldom/

rarely keep their mobile phone on silent/vibrate mode.

Never40%

Rarely

60%

How often you keep your phone on

silent/vibrate?


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DISCUSSION

The above results reveal that the teenager in the age group of 13-19 have mobile with

them and most of the teenager have Nokia handset with them. The maximum teenager has

Vodafone as their service provider.

Maximum teenager gets their mobile phones from

Poornima Final 1

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