2019-22
Project Report On:
“IMPACT OF BANDWAGON EFFECT IN
CONSUMPTION OF MOBILE PHONES”
IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF
BACHELOR OF COMMERCE (HONOURS’)
ST. ALOYSIUS' COLLEGE (AUTONOMOUS),
RANI DURGAWATI VISHWAVIDHAYALA,
JABALPUR, (M.P)
Submitted to:
Dr. Surbhi Jain.
Mr. Harbaksh Molchandani.
(Department of commerce)
Submitted by:
Ashish Singh
B.Com.(Hons’)
Enrolment No.
R19017A0410038
Admission No.
45079
CERTIFICATE
This is to certify that the Project Report entitled,” Impact of Bandwagon Effect
in consumption of mobile phones” which is being submitted herewith for the
award of the degree of Bachelor of Commerce, RDVV Jabalpur by MR.
ASHISH SINGH of B. Com Honours Final Year is done under our supervision
and guide.
Date:
GUIDE
Dr. Surbhi Jain
Mr. Harbaksh Molchandani
DECLARATION
I Ashish Singh, do hereby declare that the project entitled “Impact of Bandwagon
effect in consumption of mobile phones” is an original work carried out by me
under the guidance of Dr. Surbhi Jain and Mr. Harbaksh Molchandani in a
partial fulfilment of Bachelor of Commerce (Honours’), RDVV Jabalpur for the
assessment year 2021-22. All the Date represented in this project are true and
correct to the best of my knowledge and belief. This work has not been submitted
for any other degree or exam anywhere else.
Date:
Place: Jabalpur
Ashish Singh
signature:
ACKNOWLEDGEMENT
A project is a result not only of the student who prepared it, but also the combine effort of the
faculty guide, staff and members of the institute where the project is done and most importantly
the advisor who gives the final touch.
First of all, I would like to thank Rev. Dr. G. Vazhan Arasu (Principal) Dr. Sonal Rai
(Dean) Dr. Roopali Ahluwalia (H.O.D Commerce Dept.) of St. Aloysius College Jabalpur
for his whole hearted support. On the successful completion of my project report, I would
like to express my heartfelt gratitude to Mr. Harbaksh Moolchandani Dr. Surbhi Jain without
whose help and kind co-operation this work would not have been possible.
Submitted by:
Ashish Singh
B.Com.(Hons’)
Enrolment No.
R19017A0410038
Admission No.
45079
Table of Contents
Chapters
1
Content
Introduction

1.1.

1.2.
2
3
4
5
What is marketing?
Marketing research
Why is marketing important?
What is Bandwagon Effect?
Review of Literature
Research Methodology
3.1.
3.2.
3.3.
3.4.
3.5.
3.6.
3.7.
17-23
24-26
Objectives of the study
Limitations
Need for study
Hypothesis
Data type
Sample size
Tools used for data analysis
Data Analysis and Interpretation
Findings, Suggestions and Conclusion
5.1.
5.2.
Page no.
06-16
27-33
34-36
Suggestions
Conclusion
Refrences
Questionare
37
38-39
CHAPTER 1: INTRODUCTION
The bandwagon effect is used to create popularity for a product which is already or is about to
be introduced into the market. It is most commonly seen in politics and consumer behaviour
especially while buying mobile phones. So the present study examines the various factors that
affect bandwagon consumption behaviour, and different from others during the purchase and
usage of a product.
Status Consumption- which refers to the process of buying a particular product just because it
has a status or it increases the status.
Susceptibility to normative influence-which refers to the process whereby the consumers will
alter their choices when the purchase decisions are being observed by others.
In today’s world there is high competition among mobile phone companies wherein
Bandwagon effect plays a very prominent role for survival in the market place.
Before coming to the main point of the study i.e. The Bandwagon Effect in Marketing, we
shall go through the brief cosmos of marketing so let’s start.
The bandwagon effect is the term used to describe the tendency for people to adopt certain
behaviours, styles, or attitudes simply because others are doing so
More specifically, it is a cognitive bias by which public opinion or behaviours can alter due
to particular actions and beliefs rallying amongst the public. It is a psychological
phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases with
respect to the proportion of others who have already done so. As more people come to
believe in something, others also hop on the bandwagon" regardless of the underlying
evidence.
Following the actions or beliefs of others can occur because individuals prefer to conform, or
because individuals derive information from others. Much of the influence of the bandwagon
effect comes from the desire to ‘fit in’ with peers; by making similar selections as other
people, this is seen as a way to gain access to a particular social group. An example of this
is fashion trends wherein the increasing popularity of a certain garment or style encourages
more people to "get on the bandwagon."
When individuals make rational choices based on the information they receive from others,
economists have proposed that information cascades can quickly form in which people decide
to ignore their personal information signals and follow the behaviour of others. Cascades
explain why behaviour is fragile as people understand that their behaviour is based on a very
limited amount of information. As a result, fads form easily but are also easily dislodged.
The phenomenon is observed in various fields, such as economics, political
science, medicine, and psychology. In social psychology, this tendency of people to align
their beliefs and behaviours with those of a group is also known as 'herd mentality' or
'groupthink'.
The reverse bandwagon effect (also known as the snob effect in certain contexts) is a
cognitive bias that causes people to avoid doing something, because they believe that other
people are doing it.
What is Marketing?
Marketing refers to any actions an organization takes to draw in an audience to the company’s
product or services through high-quality messaging. Marketing aims to deliver standalone
value for prospects and consumers through content, with the long-term goal of demonstrating
product value, strengthening brand loyalty, and ultimately increasing sales of the merchandise.
The definition of marketing is the action or business of promoting and selling products or
services, including market research and advertising. Today, marketing is something that every
company and organization must implement in its growth strategy. Many companies use
marketing techniques to achieve their goals without even realizing it, as they work to promote
themselves and increase sales of their product or service. These days, marketing is one of the
key aspects of business.
People often do not know exactly what marketing is and, when asked, they define it as selling
or advertising. While these answers are not wrong, they are only a part of marketing. There are
many other aspects to marketing like product distribution, promotion, designing and creating
materials like landing pages and social media content, improving customer experience, doing
market research, establishing market segments, and much more.
Marketing is very broad and encompasses all the strategies that help a company, brand, or
individual achieve their objectives.
Definition of marketing.
Marketing is the activity, set of institutions, and processes for creating, communications,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large. (Approved 2017)
The 4Ps
The four Ps of marketing are the most important aspects of selling a product or service. They
are a good or service’s product, pricing, location, and promotion. The four Ps, often known as
the marketing mix, are influenced by both internal and external elements in the broader
corporate environment, and they interact heavily.
1.Product
A product is a good or service that a business provides to its clients. A product should, in
theory, satisfy an existing consumer demand. Alternatively, a product may be so attractive that
buyers believe they need it, resulting in a new demand. Marketers must understand a product's
life cycle in order to be effective, and business executives must have a strategy for dealing with
products at all stages of their life cycle. The sort of product also influences how much a
company can charge, where it should be placed, and how it should be promoted in the
marketplace.
2.Price
The price of a product is the amount that customers pay for it. Marketers must link the pricing
to the product's actual and perceived worth, as well as supplier costs, seasonal reductions, and
rival prices. Business executives may boost the price to give the goods the illusion of being a
luxury item in specific situations. Alternatively, they may reduce the price to encourage more
people to try the product.
3.Place
When a corporation makes location selections, it's trying to figure out where they should sell a
product and how to get it to the market. Business leaders' ultimate goal is to bring their items
in front of the customers who are most likely to buy them.
4.Promotion
Advertising, public relations, and promotional strategy are all examples of promotion. The
purpose of product promotion is to show customers why they need a product and why they
should spend a given price for it.
The History of Marketing
Do you know how marketing has evolved over time?
Not too long ago, marketing mostly consisted of outbound marketing, which meant chasing
potential customers with promotions without really knowing if that person was interested in
purchasing. Thanks to the digital transformation and the rise of new communication
channels, marketing has drastically changed over the years.
To understand how marketing has changed, let’s take a look at this timeline Hub Spot has
assembled showcasing the innovations of this industry.
1450-1900: Printed Advertising
1450, Gutenberg invents the printing press. The world of books and mass copies is
revolutionized.
1730, the magazine emerges as a means of communication.
1741, the first American magazine is published in Philadelphia.
1839, posters become so popular that it becomes prohibited to put them in London
properties.
1920-1949: New Media
1922, radio advertising begins.
1933, more than half of the population in the United States (55.2%) has a radio in their
home.
1941, television advertising begins. The first advertisement was for Bulova watches and
reached 4,000 homes that had television.
1946, more than 50% of the homes in the United States already had a telephone.
1950-1972: Marketing is Born and Grows
1954, for the first time revenue from television advertising surpasses revenue from radio
and magazine ads.
Telemarketing grows as a means of contacting buyers directly.
1972, print media suffers an exhaustion of the outbound marketing formula.
1973-1994: The Digital Era Flourishes
1973, Martin Cooper, a Motorola researcher, makes the first call through a cell phone.
1981, IBM launches its first personal computer.
1984, Apple introduces the new Macintosh.
1990-1994, major advances in 2G technology, which would lay the foundation for the future
explosion of mobile TV.
1994, the first case of commercial spam through e-commerce is produced.
1995-2020: The Era of Search Engines and Social Media
1995, the Yahoo! and AltaVista search engines are born.
1995-1997, the concept of SEO is born.
1998, Google and MSN launch new search engines.
1998, the concept of blogging arises. By mid-2006, there are already 50 million blogs
worldwide.
2003-2012, the era of inbound marketing begins.
2003-2004, three social networks are launched: LinkedIn, Myspace and Facebook.
2005, the first video is posted on YouTube
2006, Twitter is born.
2009, Google launches real time searches.
2010, 90% of all American households have a cell phone. Instagram is created in October
10.
Young people between the ages of 13 and 24 spend 13.7 hours on the Internet, compared to
13.6 hours watching television.
2011, Snapchat is created, driving even more young users to their phones and fueling the
social media app craze.
2012, there are already 54.8 million tablet users.
2014, the rise of influencer marketing begins. Users and brands alike begin to realize the
power of social media users with large followings. Marketing tools for Instagram and other
platforms abound
2014, for the first time ever mobile usage outweighs desktop usage. More users are checking
social media, reading emails, and making purchases on their phones.
2015-2016, big data and marketing automation are explored and used more robustly to
advertise to users.
2018, video marketing continues to grow, especially with Instagram’s launch of IGTV.
Video content is no longer just limited to YouTube and Facebook.
2019-2020, Move over millennials! Gen Z is the new focus and they have a hot new app:
TikTok.
It will be interesting to see where marketing continues to grow. With new world events, like
the COVID-19 crisis of 2020 causing millions of people to stay indoors, social media and
marketing trends are sure to change, and we’ll be right here to track them.
1.1 Marketing Research
Marketing research is the function that connects the consumer, customer, and general public to
the marketer through data-data that is used to identify and define marketing opportunities and
problems, generate, refine, and evaluate marketing actions, track marketing performance, and
improve understanding of marketing as a process. Marketing research defines the information
needed to address these issues, plans the data collection process, oversees and implements it,
analyses the results, and conveys the findings and their consequences.
There are as many fish in the sea as there are definitions of marketing.
So, how do you explain marketing?
At a fundamental level, marketing is the process of understanding your consumer as well as
building or maintaining customer relationships.
We have dug out a few quotes from the World Wide Web to give you a better idea of what
marketing actually is.
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
— American Marketing Association
According to Philip Kotler, the "Father of Modern Marketing", it is ...
...the science and art of exploring, creating, and delivering value to satisfy the needs of a target
market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and
quantifies the size of the identified market and the profit potential. It pinpoints which segments
the company is capable of serving best, and it designs and promotes the appropriate products
and services.
Marketing research is the systematic gathering, recording, and analysis
of qualitative and quantitative data about issues relating to marketing products and services.
The goal is to identify and assess how changing elements of the marketing
mix impacts customer behaviour.
This involves specifying the data required to address these issues, then designing the method
for collecting information, managing and implementing the data collection process. After
analysing the data collected, these results and findings, including their implications, are
forwarded to those empowered to act on them.
Market research, marketing research, and marketing are
activities; sometimes these are handled informally.
a
sequence
of business
The field of marketing research is much older than that of market research. Although both
involve consumers, Marketing research is concerned specifically about marketing processes,
such as advertising effectiveness and salesforce effectiveness, while market research is
concerned specifically with markets and distribution. Two explanations given for
confusing Market research with Marketing research are the similarity of the terms and also
that Market Research is a subset of Marketing Research. Further confusion exists because
of major companies with expertise and practices in both areas.
Why is Marketing research so important?
Firstly, we should clarify “What is Market Research?” It can be described as the action of
gathering, analysing and interpreting information to help solve marketing challenges. We use
market research for a variety of reasons, it helps us make educated decisions for example
determining the feasibility of launching a new product before dedicating time and budget into
the new venture. Market research is a vital element when developing your marketing strategy.
When done correctly it can help to enlighten your marketing activities – such as understanding
the requirements of your target audience, helping to understand what key messages you should
convey and how to convey them.
It should be treated as an ongoing activity – you should always be learning about your business
environment, your customers and their needs and preferences. The environment is constantly
changing so it’s important to make sure you are researching it and understand what factors are
changing that could impact on your marketing plans.
Without market research we are reliant on instinct and anecdotal information to make key
business decisions, this is not always accurate.
Why is Marketing important?

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Marketing aids in the increase of sales: One way to provide information to customers is
through marketing. Customers will have a better understanding of what your product is all
about if you do it this way. They will also be aware of the advantages of purchasing your
goods. Marketing informs a large number of people about a certain product. Your sales
will rise if customers are well-informed about your product.
Marketing generates revenue opportunities: Many businesses benefit greatly from
marketing when it comes to generating cash. It occurs when diverse marketing methods
are used by different business sectors to boost profits. Reducing product costs is one
strategy to boost profit. As a result, a large number of buyers will purchase the product.
Reduced product costs will attract more potential buyers, resulting in increased sales. It's
preferable to make smaller profits but have more constant sales. Running media
commercials and promos is another strategy to boost revenue. It's the simplest way to get
the word out about your items.
Improve your company's objectives: A company's success is determined by its aims
and objectives. Marketing may assist a company in determining its objectives. The
popularity of their brand will increase as a result of using specific marketing methods.
This will encourage the company to preserve its good name. They will now establish
clear goals and objectives so that their personnel are aware of their objectives. These
objectives will also be met by their intended audience.
Build Your Brand's Reputation: Another advantage of using marketing methods is that
you may establish a reputation for your company. However, it is critical to ensure that
you are providing your target market with high-quality, helpful products. You will not
only establish an amazing reputation for your goods, but also for your brand, in this
manner.
Makes it easier to make decisions: When a company engages a market specialist, they
will do all possible to increase product sales by implementing effective marketing
strategies. Knowing your audience is the first step in carrying out these activities. When a
corporation has a complete understanding of its target market, it can better decide what
lines and details to use to persuade people to buy their products.
The corporation will collect many tag lines from which to choose. Marketing will assist them
in determining what suits and works best for the consumers.
Market research is a systematic process of collecting, analyzing and interpreting information.
The information could be about a target market, consumers, competitors and the industry as a
whole. This is the foundation of any successful company. The research has a number of
different purposes – from identifying a new market to launching a new business.
Market research helps entrepreneurs make well-informed decisions. It can take the guesswork
out of innovation, and funnel resources into ideas and projects that hold the most potential.
Businesses at different stages of growth carry out market research for different reasons. There
is a list of ways of how businesses can use market research:

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Determine the feasibility of a new business. If market research indicates there’s little or no
demand for the product or service, the business is unlikely to succeed.
Identify and develop potential new markets.
Keep close tabs on marketing trends and develop strategies on how to stay ahead or adapt
to changing market conditions.
Test the demand for new products or features.
Ensure optimal product placement – how, when and where should a product enter the
market.
Improve and innovate their business. You can identify issues with certain business aspects
such as customer service early. This can help companies overcome costly disruptions later.
Boost the success of their promotional campaigns. By gauging customer sentiment and
understanding the perception of their brand, businesses can better shape their branding and
marketing strategies.
1.2 What is Bandwagon effect?
Starting from the very fundamentals
The bandwagon effect is a psychological phenomenon in which people do something primarily
because it is being done by others, regardless of their own convictions, which they may
disregard or overcome. A herd mentality refers to people's inclination to align their thoughts
and behavior with those of a group. The term "bandwagon effect" comes from politics, although
it has a wide range of applications in consumer and investing behavior. During bull markets
and the expansion of asset bubbles, this tendency can be observed.
The expression "Jump on the bandwagon" refers to the phenomena of more and more people
following the trending habit. The decorated wagon used to transport the performing band in
circuses or entertainment events is referred to as a bandwagon. The name was coined in the
United States in the mid-nineteenth century. Later, the use of a bandwagon to transport
politicians during political campaigns became more common since it created an environment
in which people desired to join. Zachary Taylor's presidential campaign used the bandwagon
to disseminate the phrase "Jump on the bandwagon" for the first time.
Below are some examples of the Bandwagon Effect:
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
Diets: When it seems like everyone is adopting a certain fad diet, people become
more likely to try the diet themselves.
Elections: People are more likely to vote for the candidate they believe would win an
election.
Fashion: Many people start wearing a particular style of clothing after seeing others
do so.
Music: As more people become aware of a certain song or musical group, the
likelihood of others being aware of it increases.
Social Networks: As more people begin to use specific online social networking
websites, other people are more likely to start using such sites as well. The
bandwagon effect can have an impact on how posts are disseminated and how people
participate in online groups.
1.3 Using the Bandwagon effect in marketing.

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Make yourself appear popular by employing scarcity methods: Perceived popularity is
a key driver of the bandwagon effect. One of the most commonly employed
advertising tactics in digital marketing is to make your brand appear to be very
popular and to be the choice of many other people.
To encourage purchase behavior, limit availability in-store. It's the same feeling you
get when you see on a hotel reservation that there's only one room left! You want to
book not just because of the urgency, but also because of the perceived popularity,
which leads you to believe it is a smart choice.
Dominate the market: Also known as the "simple exposure effect." The more people
who see your brand, the easier it will be for them to recognize it, and the more
popular it will appear to them. The more people who think it's popular, the bigger the
effect, which means sales will skyrocket.
To return to the hotel example, any decent vacationer would scour numerous
platforms for the greatest bargain; it should come as no surprise that if the same hotel
is offered on booking.com, Trivago, Expedia, and other sites, the vacationer will be
more tempted to book that specific hotel.
Dominate conversation and be the center of attention.
Involve your business in broader conversations, such as on social media, to encourage
shoppers and consumers to 'jump on the bandwagon.' On social media sites like
Instagram, the bandwagon effect is in full swing, with influencers generating millions
by becoming trend setters and inspiring others to follow suit.
Luxury hotels even give these influencers complimentary overnight stays in exchange
for sharing photographs of the hotel rooms and services with their followers, urging
them to actually follow in their footsteps.
Appear trusted: Include client testimonials and corporate logos to show off satisfied
consumers, as well as vital statistics to back up case studies and demonstrate your
worth. This is highly successful when it comes to converting your target demographic,
especially in online sales situations. Once again, the hotel business excels at this;
every listing on booking.com has hundreds of customer evaluations.
1.4 The dangers of Bandwagon Effect.
What works for the majority might not work for you? Because there is no such thing as a onesize-fits-all approach to life, basing decisions and behaviors on socially accepted 'norms' may
be counterproductive to your own wants and ambitions. The following are three key
characteristics of this:



Although soliciting comments and investigating other people's perspectives might aid
in the development of a well-rounded assessment, only you will completely grasp
your position.
It is critical that we should not place too much trust on public opinion and instead
assess the worth of ideas and behaviors for ourselves.
Judging ideas and behaviors on merit rather than popularity can help us improve our
critical thinking skills, which is a skill that can be used to any situation.
How to conduct marketing research?
You should always ensure the end goals and objectives are clear. Your target audience,
business objectives, challenges and end customer should be at the heart of it.
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Set out clear objectives and goals before beginning the research.
Identify your target audience and market size.
Make sure your sample size is representative of the audience you are targeting. This means
there should be enough respondents in the research sample that reflect, as accurately as
possible, the larger target audience population.
Choose the most suitable market research and data collection methodologies based on
objectives.
Create your research questions – this is applicable regardless of which data collection
method you choose.
Ensure the questionnaire is neutral and is not leading. Remain impartial throughout the
process.
Build in questions that validate other parts of the questionnaire.
In a qualitative focus group setting include open ended questions and allow for flexibility
for respondents to freely speak on a topic that might not have been covered in the
questionnaire.
Once data have been gathered employ robust analysis skills to interrogate and decode the
findings.
When research findings are determined, make sure to not take these in isolation. Examine
the macro environment also (such as language, cultural, economic, political situations) to
validate the findings.
1.5 How can consumers avoid The Bandwagon Effect.
While we may never be able to totally eliminate the bandwagon effect, we may be able to
mitigate it:
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Allowing time between perceiving social signals and making our own decision can
help us think more critically and prevent us from hastily embracing an idea or
behavior that isn't morally or situationally appropriate.
Making decisions on your own - of course, get opinions from others, but assess them
on your own time and make your final decision in an environment where you are not
harassed by others.
Consider alternate possibilities - don't be scared to go against popular opinion; you
might just discover that the best solution is the polar opposite of what everyone else is
doing or thinking.
Sources of Primary Market Research
Primary research is often more expensive and time-consuming. But it is the best way to get the
information that your business needs. The most popular primary research tools are:
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Customer surveys. Surveys conducted via phone, in person, on paper or using an online
survey software like Survey Monkey, are hugely informative. It’s a list of questions crafted
in a way that gives you the best possible insight into how a customer feels about your
product or service, your brand and the experience you provide. It can be as broad or as
specific as you want.
In-depth interviews. Carried out either by phone or face-to-face, in-depth interviews give
you an opportunity to ask more probing questions. You can also follow-up with an
interviewee wherever necessary to obtain satisfactory answers.
Focus groups. A focus group is an organized session with a group of 6-8 people that share
some common characteristics. These characteristics include age, location, buying habits,
etc. They will participate in a discussion of a predefined topic led by a moderator. It’s an
expensive but effective method of getting feedback on bigger scale upgrades, product
features or new products.
Observation. It involves watching or video-recording how consumers interact with a
product or service in a natural setting. Although a time-consuming method, it has the
advantage of providing unbiased research. This is because consumers are not under any
pressure and will behave naturally.
CHAPTER 2: REVIEW OF LITERATURE
A literature review is an examination of scholarly sources on a particular subject. It gives you
a broad perspective of current knowledge, helping you to spot pertinent ideas, methodologies,
and research gaps.
This section presents the review of relevant literature concerning the variables considered in
the study.

Purchase Intention Warshaw and Davis (1985) stated that purchase intention is an
advance plan to purchase certain products or services in future which may not
always lead to actual buying due to the influence of various factors that influence
the ability to perform. Similarly, Dodds and Monroe (1985) stated that purchase
intention is a behavioural tendency of a customer who intends to purchase a
product. In other words, what the consumer think and will buy in their mind represents
the purchase intention (Blackwell, et al., 2001). Purchase intention thus can help in
determining the future purchase actions of buyers. As per Dodds, et
al., (1991), purchase intention measures the possibility of a consumer’s
lead to purchase action. Schiffman and Kanuk (2000) also expressed similar
view by stating that, there is a high possibility to purchase a particular product when
the purchase intention is stronger. In alignment with the consumer decision making process,
purchase intention indicates that consumers will go through the various stages of the
decision making process: need recognition, information search through external
environment, evaluation of alternatives, make purchase decisions and post-purchase
experience (Zeithaml, 1988; Dodds, et al., 1991; Schiffman & Kanuk, 2000).
Purchase intention is one of the common effectiveness measures and is often used to
anticipate response behaviour (Kotler, 2000). For marketers, purchase intention helps
them in market
The Sankalpa: International Journal of Management Decisions, Vol.4, Issue 1
segmentation and targeting along with helping them in making crucial product
decisions like where the product should be launched (Sewall, 1978; Silk & Urban,
1978). Thus, purchase intention is a considerable index to predict consumer’s
behaviour (Xie & Chaipoopirutana, 2014) and it can be used for future demand
prediction too (Armstrong, et al., 2000). Finally, purchase intention is a common
effective measure used to foresee a response behaviour (Li and Biocca, 2002) and it
has been linked to various other important variables by various researchers.
Studies
have
discovered a positive
relationship
existing
between purchase intention and relative advantage, price, social
influence and product compatibility (Juha, 2008; Joep et al., 2011; Yue & Stuart,
2011).
 Price
Price is one of the most important hints in the marketplace (Chew et al., 2012). Price
will always be the key concern of consumers’ before making any purchasing decision
(Smith & Carsky, 1996), and its dynamics can be explained form the viewpoint of
economics and consumer elements. From the economic perspective, price is rep-
resented as constraint to be trade-off products for each unit with maximum utility, in
a marketplace where there is no hidden information while exchanging products.
Nagle and Holden (2002) also stated similar viewpoint by stating that price plays
an important role as a monetary value whereby the consumers to trade it with the
services or products that were being sold by the sellers. The issue of price has been discussed as critical factor requiring consideration with limited budget on purchase
intention (Erickson & Johansson, 1985). As per Mitra (1995), price can be thought
as information embedded in intrinsic attribute information. When consumers purchase
a product they establish a set of acceptable price range for that particular product
and as per Dodds (1991), purchase intention tends to be reduced when the actual
price on products is higher than acceptable price range and vice versa. In alignments
with this viewpoint, Peter (1969) also stated that if the price is lower than the acceptable price range, consumers will lack the confidence towards the products quality.
The level of price is found to have positively affected the behavioural
intentions mainly because price establishes image of the brand in the eyes of the
consumers (Aaker, 1991). In a consumer’s logic, a high (low) price connotes a
high (low) quality and image (Chow, et al., 2012). The earlier statement
Sthapit et al., Impact of product-related and social factors .... | 119
aligns with the findings of Jacob and Olson (1977), who argued that the price is a
signal to simulate the consumer ‘s perception on purchasing products and the
price can reflect psychology response on consumer’s mind after contacting price.
Simultaneously, the consumer makes decision whether to buy the product or not
based on integration of all information available. The price is a helpful sign to
deduce by consumer in relation to products (Erickson & Johansson, 1985). Price is
estimated by perceived quality and perceived sacrifice (Monroe & Krishnan, 1985)
implying that high price results in high product quality and eventually enhancing
purchase intention directly.
In the nut shell, the price of a product is one of the most important
marketing mix tools which are currently used excessively to attract consumers to
a certain product/service or store and is a psychological construct that is not only
relevant to retailer success but also relevant to consumers for making buying
decision (Evanschitzky et al., 2004).
 Perceived Quality
Aaker and Gray (1982) defined perceived quality as the consumers’ perception of
the superiority or overall quality of a service or product with respect to its
intended purpose. Zeithaml (1988) also defined perceive quality as a consumer’s
subjective evaluation of the product and as a customers’ expectations and
judgments about the performance of products. Perceived quality is the estimation
made by the consumer relying on the whole set of basic as well as outer
dimension of the product or the service (Grunert et al, 2001).
Perceived quality is often associated with brands and the brand name has
direct influence on customer’s perception toward the quality of the offering
(Lay-Yee et al., 2013). The study further stated that experienced consumers can
give a reason why they want to repurchase a particular product and can
differentiate among competitive brands. Olshavsky (1985) and Rowley (1998)
view quality as a form of an overall evaluation of a product. Similarly, Holbrook
and Corfman (1981); Rowley (1998) suggested that quality would act as a tool to
infer about relative value judgment. The above definitions of perceived quality
(quality) are based on the user-based approach (Garvin, 1983). As per Garvin
(1983) there are mainly two basic approaches to quality discussed as
product-based quality; referring to the amounts of specific attributes or
120 | The Sankalpa: International Journal of Management Decisions, Vol.4, Issue 1
ingredients of a product, and manufacturing-based quality; referring to
conformance of manufacturing specifications or service standards.
In relation to purchase intention, perceived quality is one of the important
factors affecting the buying decision of the customer and directly influences the
purchase intention (Recker et. al., 2015). As per Saleem et al. (2015), initially
customers have some perceptions about the product quality, price and styles
before going to purchasing the product and after using the product, purchase
intention increases as well as decreases because of the direct interaction with the
product, thus these variables having a mutual effect on each other.
 Country of Origin
Country of origin (COO) is defined as “the country of manufacture or assembly”
(Bilkey & Nes, 1982; Han & Terpstra, 1988), it can be identified by “made in” or
“manufactured in” labels (Nagashima, 1970). With the trend of globalized
production system and emergence of multinationals, country of origin is referred
to the country where corporate headquarters of the company marketing the
product or brand is located (Erickson & Johansson, 1985). According to
Nagashima (1970), COO is defined as “the picture, the reputation, and the
stereotype that businessmen and consumers attach to products of a specific
country. This image is created by such variables as representative products,
national characteristics, economic and political background, history, and
traditions.”
Country of origin is one of the extrinsic cues of a product which may be
used in the consumer product evaluation process (Erickson & Johansson, 1985),
and may become part of a product’s total image (Eroglu & Machleit, 1989).
From previous research, COO has both direct and indirect effects on
product evaluation. COO can act simply as an attribute of the product and be
utilized in much the same way as other more specific attributes to arrive at
product evaluation (Hong & Wyer, 1989), when consumers are familiar with the
product (Maheswaran, 1994) and attributes information is unambiguous. Also, a
product’s country of origin can stimulate subjects’ interest in the product and
consequently, leads them to think more extensively about product information
and its evaluation implications. Hong and Wyer (1989) further state that country
image can be used as signal to infer products’ quality directly without considering
Sthapit et al., Impact of product-related and social factors .... | 121
other attribute information thus affecting the purchase intention. Country image
is consumers’ general perceptions of quality for products made in a given
country (Han, 1989). This signalling effect of country of origin can be classified as
halo and summary constructs (Erickson et al., 1984). For halo effect, consumers
infer product quality from country image and country image directly affects consummers’ belief of product attributes, thus indirectly influencing the overall
product evaluation through these beliefs (Erickson & Johansson, 1985; Han ,
1989). For summary construct, consumers organize country-specific information
by generalizing the product information about brands with the same country of
origin to such an extent that the brands are perceived to have similar attributes
(Han, 1989). As Concluded by Kaneswaran (1994), COO is used in product
evaluation as a stereotyping process that allows consumers to predict the
likelihood of a product manufactured in a certain country having certain features.
 Product Features
Feature is a characteristic of a product or service to meet the satisfaction level of
consumers’ needs and wants, which comes with the ownership of the product,
usage, and utilization of the product; and smart -phone features includes
hardware and software (Lay-Yee, et al., 2013). Smart-phone feature is the most
important factor affecting the consumer purchase decision (Osman, et al., 2011).
 Social Influences
In the context of virtual community, social influence has direct impact on
purchase intentions on the product/service promoted in the community (Bickart
& Schindler, 2001). The concept of customer intention is dominantly based on the
‘Theory of Reasoned Action (TRA)’, which accounted for social influence effects
on intentions by the inclusion of the subjective norm concept (Fishbein & Ajzen,
1975). The notion that humans are influenced by the choices, behaviours and also
belief of others has become nearly obvious across the social sciences and has been
summarized in multiple terms like social influence; social proof; peer pressure;
bandwagon effects; conformity; herding (Cialdini & Goldstein, 2004).
The impact of social influence has been demonstrated in countless
domains, including littering (Cialdini et al., 1990), voting (Gerber et al., 2008),
donating to charities (Reingen, 1982), expressing prejudice (Apfelbaum, et al., 2008),
 Compatibility
Compatibility is an important concept in the market with high level of demand
externalities and fluctuating purchase intention of the customers (Gatignon &
Robertson, 1991). In the case of technical products like smart-phones compatibility
is an important factor influencing the customers’ perception and purchase intension (Kaushal & Kumar, 2017). A compatible product enables customers to design
their lifestyle closer to their expectation and preferences (Farrell & Saloner, 1985).
 Review of Related Studies
In regard to purchase intention of smart-phones and purchase behaviour, research
done by Coelho et al. (2013) validated that the intention of a consumer to purchase a private label smart-phone positively influences the consumer’s purchase
decision, thus validating the significance of purchase intention. While in concern
to price, quality, country of origin, product feature, social influence, compatibility
and smart-phone purchase intention of the buyers, there are several researches that
indicate positive relationship between these variables individually or in a group.
Chow et al., (2012) in the Malaysian context found that Price, Compatibility
and Social Influence had positive impact on the buyers Purchase
Intention of smart-phones, while Relative Advantage had negative impact .
Similarly, Lay, et al., (2013) found significant relationship between the independent
variables: price concern, product feature concern and social influence concern
with smart-phone purchase decision of Generation-Y in the Malaysian context.
Sthapit et al., Impact of product-related and social factors ....
Further, Juwaheer et al. (2013) in Mauritian context revealed that young
customers identified pricing as a key determinant while selecting mobile phones
and further unveiled that mobile phone features and young consumers’ lifestyle
had significant impact on mobile phone selection.
Another Malaysian study by Ibrahim, et al., (2013) analysed the antecedents
that shaped the consumers’ purchase intention of smart-phone expressed similar
viewpoint as the above-mentioned research works in regard to the influence of social
influence on purchase intention of smart-phone buyers. The study posited that social
influence significantly would influence smart-phone purchase intention of young
adults. However, the same research showed that relative advantage, price and compatibility were
insignificant towards their purchase intention. Social influence makes
higher impact than such other factors as relative advantage, price, and compatibility in
attracting young people to make a purchase of smart-phones (Ibrahim et al., 2013).
In addition, a Pakistani study by Arif and Aslam (2014) found significant
relationships existing between the independent variables (viz., social influence, social need and convenience), and purchase behaviour (dependent variable). Social
need, social influence and convenience were used to assess students’ dependence
on smart-phone and purchase behaviour was measured by taking students' dependence as independent variable (Arif & Aslam, 2014). In concern to Perceived
Quality and Purchase Intention of Smart-phones, research conducted by Naing
and Chaipoopirutana (2014) in Myanmar pointed out that these variables had
moderate positive relationship between them and indicated that perceived quality
is one of the major influencing factors for consumers’ smart-phone selection process. A higher perceived quality of the smart-phones means that the buyers’ purchase intention of that product is also higher (Naing & Chaipoopirutana, 2014).
In relation to country of origin (COO) and purchase intention research
done in the Iranian context by Hanzaee and Khosrozadeh (2011) showed that
COO had a significantly positive impact on purchase intention. If a country of
origin image is positive, marketers should take advantage of it and include the
features of COO image in their advertising strategies (Hanzaee & Khosrozadeh,
2011). Similar conclusion was reached by other Iranian researchers Ghalandari
and Norouzi (2012), while studying the role of product knowledge on the
124 | The Sankalpa: International Journal of Management Decisions, Vol.4, Issue 1
relationship between COO and purchase intention of mobile phones. Among 154
Korean respondents, Chen and Kang (2012) tried to understand the perspective
regarding ethnocentrism, brand country of origin image, perceived quality and
purchase intention of smart-phone brands, and concluded that the level of brand
country of origin image had a significant effect on the purchase intention, apart
from the perceived product quality significantly mediating the relationships
between these two variables.
In addition, researchers also related product feature of the smart-phone
with its purchase intention and purchase demand of the smart-phones. According
to Chow et al. (2012); who studied the factors affecting the demand of the
smart-phone among young adult, product feature is one of the factors that affect
the demand of the smart-phone. Similarly, research done by Chow et al. (2012)
stated that the operating system of the smart-phone is an important feature
influencing the buyers’ purchase intention of the smart-phone and further stated
that the operating system enabled to attract consumers to switch their phones
from traditional mobile phones to smart-phone.
Further, Kaushal and Kumar (2017) in the Indian context found that
among the independent variables: compatibility, dependency, social influence,
relative advantage, convenience, product feature, price and brand name, only
compatibility, dependency and social influence were significantly affecting the
buyers’ intention to purchase smart-phones.
Similarly, Haba et al., (2017) studied the factors leading to consumer
perceived value of smart-phones and its impact on purchase intention of working
professionals in Malaysian capital of Quala Lumpur by applying confirmatory
factor analysis (CFA) and structural equation modelling (SEM) path analysis. The
Malaysian study reported that social value and perceived ease of use had no effect
on smart-phone purchase intention among Malaysian, but perceived usefulness,
economic value and brand image had an indirect effect on smart-phone purchase
intention. It is, therefore, relevant to investigate the factors affecting the purchase
intention of smart-phone buyers in Nepalese capital city of Kathmandu





According to a study conducted by Divya. M.Va (2018), there is no significant
variation in bandwagon consumption behavior according on gender, marital status,
economic level, and monthly family income.
According to a study conducted by Zanele Mdlekeza (2014), his approach limited the
presence of bandwagon luxury vehicle consumption across market categories. It was also
discovered that bandwagon consumption occurs regardless of self-concept. As precursors
of bandwagon consumption, the need for distinctiveness, status consumption, and
vulnerability to normative influence were all validated. Inter-dependence managers affect
bandwagon behavior the most, independence managers encourage snob behavior, and
inter-dependence managers influence Veblin behavior, according to a study by Minas
Kastanakis and George Balabanis (2012).
According to Shayan Shaikh, Aneela Malik, M.S. Akram, and Ronika Chakrabarti's
(2017) research, personality factors partially/fully influence the association between
individuals' interdependent/independent orientation and bandwagon luxury brand
consumption.
According to a study conducted by Melike Altintas and Kenneth A. Heischmidt
(2015), there is a minor difference in self-identity motives and luxury expenditure
between men and women.
Kastanakis and Balabanis’s (2012) study on bandwagon luxury consumption”, which
examines the psychological factors involved in purchasing mass-appeal luxury products.
Their study develops and empirically confirms a conceptual model that shows that
bandwagon and snobbish buying patterns underlie the more generic conspicuous
consumption of luxuries. In addition to status seeking, the self-concept orientation
regulates which of these two patterns is more prominent. Both susceptibility to normative
influence and need for uniqueness mediate the influence of self-concept. The modelled

psychological constructs explain a large part of the variance in conspicuous luxury
consumption patterns and can be used as input in the development of marketing strategies
Wangsiu sunny Tsai et al (2014), found that social factors as well as psychological
factors on Consumers Need for Uniqueness and susceptibility to normative influence
were found to mediate the connection between cultural identification and consumption
preferences
CHAPTER 3: RESEARCH METHODOLOGY
The research methodology establishes what research is, how it should be conducted, how
progress should be measured, and what constitutes success. It provides us with a wealth of
human knowledge, research tools, and tools to look at things objectively in life; it cultivates a
critical and scientific attitude, disciplined thinking to observe objectively (scientific deduction
and inductive thinking); and research skills, particularly in the 'information age'.
The science of research technique is concerned with how research is carried out scientifically.
It is a method of rationally solving a research problem in a methodical manner. Taking various
actions, it also specifies how data is acquired in a given situation a study project.
Why do you need a research methodology?
The purpose of a research methodology is to explain the reasoning behind your approach
to your research - you'll need to support your collection methods, methods of analysis, and
other key points of your work. Think of it like writing a plan or an outline for you what
you intend to do. When carrying out research, it can be easy to go off-track or depart from
your standard methodology. Having a methodology keeps you accountable and on
track with your original aims and objectives, and gives you a suitable and sound plan to
keep your project manageable, smooth, and effective.
What needs to be included?
With all that said, how do you write out your standard approach to a research
methodology? As a general plan, your methodology should include the following
information:






Your research method. You need to state whether you plan to use quantitative
analysis, qualitative analysis, or mixed-method research method. This will often be
determined by what you hope to achieve with your research.
Explain your reasoning. Why are you taking this methodological approach? Why is
this particular methodology the best way to answer your research problem and achieve
your objectives?
Explain your instruments. This will mainly be about your collection methods. There
are varying instruments to use such as interviews, physical surveys, questionnaires, for
example. Your methodology will need to detail your reasoning in choosing a particular
instrument for your research.
What will you do with your results? How are you going to analyze the data once you
have gathered it?
Advise your reader. If there is anything in your research methodology that your
reader might be unfamiliar with, you should explain it in more detail. For example, you
should give any background information to your methods that might be relevant or
provide your reasoning if you are conducting your research in a non-standard way.
How will your sampling process go? What will your sampling procedure be and
why? For example, if you will collect data through carrying out semi-structured or

unstructured interviews, how will you choose your interviewees and how will you
conduct the interviews themselves?
Any practical limitations? You should discuss any limitations you foresee being an
issue when you’re carrying out your research.
3.1 Objectives of the study
1. To examine the factors affecting bandwagon consumption behaviour of mobile phones.
2. To analyse the nature of relationship between the factors affecting bandwagon
consumption behaviour (consumer need for uniqueness, status consumption and
susceptibility to normative influence and Bandwagon consumption behaviour).
3. To analyse the cause effect relationship between bandwagon consumption behaviour, and
its factors (consumer need for uniqueness, status consumption and susceptibility to
normative influence).
3.2 Limitations
1. The current study is limited to students, employees, and professionals in Chennai.
2. Because the sample size is small, the results may not be generalizable to the full
population.
3.3 Need for study
Everyone, from schoolchildren to senior folks, has begun to use mobile phones as a result of
huge technological advancements and cost effectiveness. As a result, the mobile phone market
is massive, with bandwagon consuming behavior playing a significant role. In this context, the
current study looks at the various factors that influence bandwagon consumption behavior, as
well as the relationship that exists between bandwagon consumption behavior and its
antecedents, such as consumers' desire for uniqueness, status consumption, and susceptibility
to normative influence.
3.4 Hypothesis
H0: The buyers do not go beyond their budget while buying a mobile phone.
H1: The buyers go beyond their budget while buying a mobile phone.
3.5 Data type
The primary data was obtained for the purpose of the study.
3.7 Sample size
The number of respondent chose randomly equals my whole population. The poll had a sample
size of roughly 100 respondents. The respondents ranged in age from 18 to over-55 years old,
with the young adults/youth (15 to 25 years old) providing the most responses with 50% of the
population. Male respondents made up about 56% percent of the total, while females made up
the rest.
3.6 Tools used for Data Analysis.



Data used was primary.
Data is shown in percentage from
The data was tabulated, as well as the frequency distribution has been made.
CHAPTER 4: DATA ANALYSIS AND
INTERPRETATION
Data interpretation is the process of reviewing data and drawing meaningful conclusions using
a variety of analytical methods. Data interpretation aids researchers in categorizing,
manipulating, and summarizing data in order to answer important questions.
The significance of data interpretation is obvious, which is why it must be done correctly. Data
is likely to come from a variety of sources, and it has a tendency to arrive in the analysis process
in a random order. Data analysis is notoriously subjective. That is to say, the nature and
objective of interpretation will differ from one company to the next, and will most likely be
related to the data being studied. The two broadest and most common categories are
"quantitative analysis" and "qualitative analysis." While there are several different types of
processes that are implemented based on individual data nature, the two broadest and most
common categories are "quantitative analysis" and "qualitative analysis."
TABLE 1
Demographic profile
S.No.
1.
2.
3.
4.
5.
S.No.
Percentage
50
37
3
6
4
Percentage
S.No.
1.
2.
3.
4.
Marital status
Married
Widower
Divorced
Single
Percentage
27
0
1
72
S.No.
37
27
16
6
7
1.
2.
3.
4.
5.
6.
S.No.
1.
2.
3.
4.
5.
6.
Above 100000
Occupation
Govt. Employee
Pvt. Employee
Professional
Self employed
Student
Others
7
Percentage
0
41
9
14
27
9
6.
S.No.
1.
2.
Educational
status
Higher secondary
Diploma
UG degree
PG degree
Professional
degree
Others
Gender
Male
Female
Percentage
1.
2.
3.
4.
5.
Age(years)
18-25
25-35
35-45
45-55
Above 55
Monthly Income
(RS)
Less than 20000
20001-40000
40001-60000
60001-80000
80001-100000
0
1
44
40
10
5
Percentage
56
44
Interpretation:
The above table shows that the majority of the respondents are male (56%) and undergraduates
(44%) with a monthly income of less than Rs. 20,000. They are also unmarried (72%) and work
as private employees (41%) with a monthly salary of less than Rs. 20,000 (37 percent).
The mobile brands owned by the respondents are depicted in Table 2 shown below.
TABLE 2
Mobile Brand Owned
S.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Mobile Brands
Apple
Blackberry
Google pixel
One plus
Vivo
OPPO
Xiaomi
Huawei
Lenovo
Motorola
Samsung
Real me
Others
TOTAL
Percentage
17
1
0
9
6
14
13
3
7
10
17
3
0
100
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Apple Blackberry Google
pixel
One plus
Vivo
OPPO
Xiaomi
Huawei
Lenovo Motorola Samsung Real me
Others
Interpretation:
According to the above table, the majority of respondents possess Apple and Samsung
smartphones (17%), followed by OPPO (14%), Xiaomi (13%), Motorola (10%), One plus
(9%), Lenovo (7%), Vivo (6%), Huawei (3%), and Real me (3%). Only 1% of respondents
have a Blackberry, and none of them have a Google Pixel or any other brand (0%).
The respondent’s intention to buy mobile brand in the next 5 years is depicted in table 3
TABLE 3
MOBILE BRAND INTENDED TO BUY IN THE NEXT 5 YEARS
S.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Mobile Brands
Apple
Blackberry
Google pixel
One plus
Vivo
OPPO
Xiaomi
Huawei
Lenovo
Motorola
Samsung
Real me
Others
Percentage
34
6
4
20
2
13
6
3
1
1
8
2
0
Apple
Others
Real
me
Samsung
0%
3%
Motorola
Lenovo8%
Huawei
1%
1%
3%
Xiaomi
6%
Black berry
Google pixel
Apple
33%
Vivo
OPPO
Xiaomi
OPPO
13%
Vivo
2%
One plus
Huawei
Lenovo
Black berry
6%
Google pixel
One plus
4%
20%
Motorola
Samsung
Real me
Others
Interpretation:
The above table shows that the majority of respondents (34%) intend to buy Apple brand in the
next five years, including those who already own Apple brand and intend to buy advanced
versions of the same, followed by One plus (20%), OPPO (13%), Blackberry, Xiaomi, and
Real me (6%) each, Google pixel and Samsung (4%) each, Huawei (3%), Vivo (2%), Lenovo,
and Motorola (1%) each.
Tables 4, 5, and 6 show the many aspects that drive bandwagon consumption behavior of
mobile phones.
TABLE 4
CONSUMERS NEED FOR UNIQUENESS
S.No.
1.
2.
3.
4.
5.
6.
Statements
I collect unusual products as a way of telling people I’m
different.
I actively seek to be unique by buying a special mobile brand.
The mobile brand that I like best is the one that expresses my
individuality.
I have often broken the rules of my social group regarding what
to buy or own.
I have often gone against the understood rules of my social
group regarding when and how certain mobile brands are to be
properly used.
I enjoy challenging the normal taste of people I know, by buying
something they wouldn’t seem to accept.
Percentage
10
12
2
10
14
18
7.
If someone hinted that I had been dressing inappropriately for a
social situation, I would continue dressing the same manner.
7
8.
When a mobile brand I like becomes extremely popular,
I lose interest in them.
When a mobile brand I own becomes popular among the general
population, I begin using It less.
I often try to avoid mobile brands that I know are bought by the
general population.
The more common a mobile brand is among the general
population, the less interested I am in buying it.
13
TOTAL
100
9.
10.
11.
0
13
1
13%
1%
1
10%
2
3
0%
12%
13%
2%
10%
7%
4
5
6
7
8
9
18%
14%
10
11
Interpretation:
The above Table depicts all the statements that measures the consumer need for
uniqueness. The findings reveal that the respondents have disagreed to 4 statements out of
eleven statements (statement number 2, 7, 9, and 11). The respondents have disagreed to the
statement that the mobile brand which they buy expresses their individuality (2) also when a
mobile brand they like becomes extremely popular and are bought by the general population
then they are less interested in buying them (1), try to avoid buying them (13), lose interest in
them (13), and begin using it less (0). However, the respondents have agreed to the statement
that they have often broken (10) and gone against the understood rules of their social group
(14) regarding which mobile brand to buy and how it should be used. They enjoy challenging
the normal taste of people they know by buying (18) and prefer to buy a mobile brand to show
that they are unique and different from others. Thus the respondents need for uniqueness has
been moderately proved.
TABLE 5
STATUS CONSUMPTION
S.No.
1.
2.
3.
4.
5.
Statements
I would buy a mobile brand just because it has status
I am interested in new mobile brand with status
I would pay more for a mobile brand if it had status
The status of a mobile is irrelevant to me(negatively worded)
A mobile brand is more valuable to me if it raises my status
when I purchase it.
TOTAL
Percentage
25
10
35
15
15
100
40%
35%
30%
25%
20%
15%
10%
5%
0%
1
2
3
4
5
Interpretation:
All of the statements that measure a consumer's desire for status are included in the table above.
All of the above remarks were met with disapproval by the respondents, according to the
findings. They are implying that they do not place any value on the mobile brand they possess.
They agreed with the notion that a mobile brand with status is more valuable to them (25). Few
respondents were interested in purchasing a mobile brand with status (10), are willing to spend
more (35), or are willing to purchase a new brand just to raise their status (15). They agreed to
the statement that the mobile brand's status is important to them (15). Thus the result shows
that consumers do not buy a mobile phone according to their needs and expectations rather they
attach a status symbol to the brand.
TABLE 6
BANDWAGON CONSUMPTION BEHAVIOUR
S.No.
1.
2.
3.
4.
5.
Statements
I will buy a popular and currently very fashionable mobile
brand that everyone would approve of
I will buy a mobile brand used by many celebrities
I would buy a mobile brand that is chosen by many people as
a symbol of success
I prefer buying luxury mobile brands that are already used by
people I appreciate and admire
I love to have the same things that well known
people have
TOTAL
Percentage
35
25
15
10
15
100
40%
35%
30%
25%
20%
15%
10%
5%
0%
1
2
3
4
5
Interpretation:
The graph depicts that on a scale of 1-5 the Bandwagon consumption behavior were as follows:
35 respondents were in 1st category, 25 respondents were in 2nd category, 15 respondents were
in 3rd category, 10 respondents were in 4th category, and 15 again answered 5th category.
.
CHAPER 5: FINDINGS
Psychological, societal, and, to some extent, economic considerations all contribute to the
bandwagon effect. People enjoy being on a successful team and displaying their social
identity. In terms of economics, the bandwagon effect makes sense in that it helps people to
save money on information gathering by depending on the knowledge and opinions of others.









From the above study we found that most of the respondents are persuaded by the
Bandwagon effect in their surroundings.
In the study majority of the respondents were males.
Most of the respondents think too much while buying a mobile phone
There is a huge variety of mobile phones brand owned by the respondents.
Most of the respondents tends to buy that brand which is either popular or will
increase their status.
Almost every respondent is ready to go beyond their budget while buying a mobile
phone.
Many factors such as; consumer need for uniqueness, status consumption, scale for
influence plays a huge role in their decision making.
People generally do not want to be the odd one out, so going along with what the rest
of the group is doing is a way to ensure inclusion and social acceptance.
People want to be right. They want to be part of the winning side. Part of the reason
people conform is that they look to other people in their social group for information
about what is right or acceptable.
5.1 Suggestions





One should not think of other factors while purchasing mobile phones such as
connecting status to it, taking it as symbol of luxury instead as thing of need.
People generally do not want to be the odd one out, so going along with what the rest
of the group is doing is a way to ensure inclusion and social acceptance, this should
be avoided and taken care of.
In many cases, such as in fashion, music, or pop culture fads, the impact of these
bandwagon trends is rather minor. They can be even more harmful at times. When
certain concepts, such as certain attitudes concerning health issues, begin to gain
traction.
It is important that we don’t put too much faith in popular opinion and that we judge
the value of ideas and behaviours ourselves.
Judging ideas and behaviours on merit rather than popularity can also develop our
critical thinking abilities - a transferrable skill to all walks of life.
5.2 Conclusion
The goal of this study is to look at the various factors that influence bandwagon consumption
behaviour of mobile phones, such as consumer need for uniqueness, status consumption, and
susceptibility to normative influence, and to see if all of these factors are positively or
negatively related to bandwagon consumption behaviour, as well as to figure out what the cause
and effect relationship is between these factors and bandwagon consumption behaviour. The
results revealed a positive association between consumer need for uniqueness, status
consumption, and susceptibility to normative influence with bandwagon consumption
behaviour in the context of mobile phones. These three characteristics, vulnerability to
normative influence is the most important component, having a significant impact on
bandwagon consumption behaviour for mobile phones.
While we may never be able to totally eliminate the bandwagon effect, we may be able to
mitigate it:
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Allowing time between perceiving social signals and making our own decision can
help us think more critically and prevent us from hastily embracing an idea or
behaviour that isn't morally or situationally appropriate.
Making decisions on your own - of course, get opinions from others, but assess them
on your own time and make your final decision in an environment where you are not
harassed by others.
Consider alternate possibilities - don't be scared to go against popular opinion; you
might just discover that the best solution is the polar opposite of what everyone else
is doing or thinking.
REFERENCES
1.
2.
3.
4.
5.
6.
7.
Azcentral-https://yourbusiness.azcentral.com/bandwagon-effectmarketing4791.html
Divya. M .VA (2018) “A study on bandwagon consumption behaviour among
mobile Development, Volume 3; Issue 2; March 2018; Page No. 1138-1144
Investopedia - https://www.investopedia.com/terms/b/bandwagon-effect.asp
Melike Altintas, Kenneth A. Heischmidt (2015) “Gender differences in selfidentity motives for luxury consumption” Journal of Behavioural Studies in
business, volume 10.
Minas Kastanakis and George Balabanis(2011) ,"Bandwagon, Snob and Veblen
Effects in Luxury Consumption", in Advances in Consumer Research Volume 38.
Shayan Shaikh, Aneela Malik, M.S. Akram, Ronika Chakrabarti, (2017) "Do
luxury brands successfully entice consumers? The role of bandwagon
effect", International Marketing Review, Vol. 34 Issue: 4, pp.498-513
Zanele Mdlekeza (2014) “The presence and antecedents to bandwagon
consumption behaviour among the South African Black middle class in the context
of luxury motor vehicles”
QUESTIONARE
1. Name:
2. Age?
3. Gender?
4. Education?
5. Marital status?
Male
Female
Higher secondary
Diploma
UG degree
PG degree
Professional
degree
Others
Married
Widower
Divorced
Single
6. Monthly income?
Less than 20000
20001-40000
40001-60000
60001-80000
80001-100000
Above 100000
7. Occupation?
Govt. Employee
Pvt. Employee
Professional
Self employed
Student
Others
8. Which mobile brand do you own?
Apple
Blackberry
Google pixel
One plus
Vivo
OPPO
Xiaomi
Huawei
Lenovo
Motorola
Samsung
Real me
Others
9. Which mobile brand do you intend to buy in next 5 years?
Apple
Blackberry
Google pixel
One plus
Vivo
OPPO
Xiaomi
Huawei
Lenovo
Motorola
Samsung
Real me
Others
10. Any unique features?
I collect unusual products as a way of telling people
I’m different.
I actively seek to be unique by buying a special
mobile brand.
The mobile brand that I like best is the one that
expresses my individuality.
I have often broken the rules of my social group
regarding what to buy or own.
I have often gone against the understood rules of
my social group regarding when and how certain
mobile brands are to be properly used.
I enjoy challenging the normal taste of people I
know, by buying something they wouldn’t seem to
accept.
If someone hinted that I had been dressing
inappropriately for a social situation, I would
continue dressing the same manner.
When a mobile brand I like becomes extremely
popular,
I lose interest in them.
When a mobile brand I own becomes popular
among the general population, I begin using It less.
I often try to avoid mobile brands that I know are
bought by the general population.
The more common a mobile brand is among the
general population, the less interested I am in
buying it.
11. While buying a mobile phone is there any relation with status?
I would buy a mobile brand just
because it has status
I am interested in new mobile
brand with status
I would pay more for a mobile
brand if it had status
The status of a mobile is
irrelevant to me(negatively
worded)
A mobile brand is more valuable
to me if it raises my status when
I purchase it.
12. Bandwagon effect on buying mobile phones?
I will buy a popular and currently very
fashionable mobile brand that everyone
would approve of
I will buy a mobile brand used by many
celebrities
I would buy a mobile brand that is chosen
by many people as a symbol of success
I prefer buying luxury mobile brands that
are already used by people I appreciate and
admire
I love to have the same things that well
known
people have