VEER NARMAD SOUTH GUJARAT UNIVERSITY
DEPARTMENT OF BUSINESS AND INDUSTRIAL MANAGEMENT
Subject: Consumer Behavior And Marketing Research
Topic: Perception of Customer Toward Online Purchase of Mobile
Phone
Guided by: Dr. Manish Sidhpuria
SY MBA
SECTION: B
Group
● ANKIT MAURYA
● SHUKLA YOGESH
● SHARMA SURAJ
● KESARWANI PUSHPRAJ
1
Index
Page no Title
2
Index
3
Introduction
4
Several factors significantly influence the online purchase of mobile phones:
8
Research Methodology
11
Data Analysis
20
Bibliography
21
Conclusions
23
Annexure
2
Introduction
In the rapidly evolving landscape of e-commerce, the perception of
customers regarding online purchases, particularly when it comes to
mobile phones, has undergone significant transformation. The allure of
shopping for a new mobile device from the comfort of one's home or on
the go has reshaped the way consumers interact with brands and make
purchase decisions. This transformation in consumer perception is
driven by a combination of factors, including convenience, trust, product
variety, and the overall online shopping experience. Understanding how
customers perceive the online purchase of mobile phones is not only
crucial for businesses aiming to thrive in the digital marketplace but also
for policymakers and researchers interested in the dynamics of modern
consumer behavior. In this context, we will delve into the various
aspects that shape the perception of customers when it comes to
purchasing mobile phones online.
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● Several factors significantly influence the
online purchase of mobile phones:
Price and Discounts : The cost of the mobile phone and any available
discounts or promotions play a crucial role. Customers often compare
prices across different online retailers to find the best deal.
Brand Reputation : Established and trusted brands tend to attract more
online customers. Consumers often rely on brand reputation and reviews
to make their choices.
Product Reviews and Ratings : Customer reviews and ratings provide
valuable insights into the performance, features, and reliability of a
mobile phone. Positive reviews can influence purchasing decisions.
Product Features and Specifications : Customers consider the specific
features, specifications, and capabilities of the mobile phone to ensure it
meets their needs and preferences.
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Delivery and Shipping Options : The speed, cost, and reliability of
shipping and delivery services impact the decision to purchase online.
Many customers prefer fast and secure shipping methods.
Return and Refund Policies : Clear and customer-friendly return and
refund policies provide a sense of security to online shoppers, reducing
the perceived risk of making a wrong choice.
Payment Security : The assurance of secure payment methods and
protection against fraud is critical for online shoppers.
Website User Experience : An easy-to-navigate and user-friendly
website interface enhances the overall shopping experience and
encourages customers to complete their purchase.
Customer Support : Prompt and helpful customer support, including
live chat, email, or phone assistance, can address customer concerns and
build trust.
Product Authenticity : Customers want assurance that the mobile
phone they receive is genuine and not a counterfeit or replica.
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Word of Mouth and Recommendations : Recommendations from
friends, family, or online communities can strongly influence purchasing
decisions.
Mobile-Friendly Platforms : With the increasing use of mobile devices,
having a mobile-responsive website or a dedicated app can improve the
online shopping experience.
Social Media and Influencer Marketing : Social media platforms and
influencers can shape perceptions by showcasing mobile phones and
sharing their experiences.
Privacy and Data Security : Concerns about data privacy and security
can affect the willingness of customers to provide personal information
during the online purchasing process.
Cultural and Regional Preferences : Cultural and regional factors,
such as preferred brands and payment methods, also influence online
purchasing decisions.
Sustainability and Environmental Considerations : Some customers
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prioritize environmentally friendly products and companies when
making purchasing decisions.
Warranty and After-Sales Services : The availability of warranties and
reliable after-sales services can influence customer satisfaction and
loyalty.
These factors interplay to shape the perception of customers when
buying mobile phones online, and businesses need to consider and
address these factors to succeed in the competitive e-commerce
landscape.
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● Research Methodology
The research will be according to the survey method as it covers a wider range
of people as compared to other research methods and ensures accurate result to
draw conclusions.
Research Design
The research design used for the study is descriptive.
I applied specific procedures to study the overall validity and reliability of
the Questionnaire by applying quantitative approach.
● Sources of Data
● Primary Data
Primary data collected directly from the respondent with the help of
structured Questionnaire and the feedback of the respondent .
● Secondary Data
Secondary data has been gathered from Newspaper, magazine and previous
records .
● RESEARCH INSTRUMENT
This work is carried out through self–administered questionnaires. The
questions included were open ended, and offered multiple choices .
● Sampling Technique
The sampling is done as per convenience sampling.
● Sample Size
The sample of 70 respondents taken on the basis of convenience.
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● Data Collection techniques
Data is collected by myself ,by asking questions to sample element .
● Sampling method
The respondents are selected based on convenience sampling .
● Statistical Tools
The data collected through questionnaires were analyzed using simple
percentage analysis and ranking analysis.
● Justification:
We have taken the survey method, and I will derive the information from
quantitative data. Survey questions will be conducted online and asked on
various social media platforms where the respondent have to answer at
least 9 questions. Its talk research on perception of Customer Toward
Online Purchase of Mobile Phone . There are vaiour factor of measuring
the customers perception They are many parameter to understand customer
perception towards online purchase of mobile . Moreover, the survey
method will also allow people to give them the freedom of stating their
point of view with regards to online purchase of mobile . We asked
closed-ended questions in the form of multiple-choice questions or rating
scales. By asking these questions, I will have quantitative information
regarding people’s preferences of students , and it will also give a clear idea
about their perception Finally, observations will bring results through
research methods and analysis will be derived with the help of the research
data available to them thus finding information regarding there online
purchase of mobile.
● Scope of Study
The scope of the research on customer perception
toward online purchase of mobile phone. And to
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know which type of problem is most faced and
what is the convenient to them .
● Importance of Study
The importance of this research is to know customer perception toward
online purchase of mobile phone . What changes should make that can help
it to improve customer perception .
From the various factors on which should the customer focus more that can be
analyzed .
Limitations of Study
●
●
●
●
Sample size is less to respondents than the whole population.
Respondent behavior may be casual and thus accurate results may not be
achieved.
It may happen that some respondent gave wrong data.
The view of the people may be biased, therefore it may not be reflecting
a true picture.
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● Findings and Analysis
Age
Frequency
Percetage
15-25
32
45.7
26-35
21
30
35-50
15
21.4
Above50
2
2.9
Total
70
100
Interpretation
:-
The age group of respondent are mostly from 15-25
youngster 45.7% and 30% from group of 26 -35 respectively .
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Gender
Frequency
Percentage
Male
34
51.4
Female
36
48.6
Total
70
100
Interpretation :- In gender of respondent 51.4
% are Male and 48.6 % are Female.
12
Frequency of
purchase
Frequency
Percentage
Very
frequently
14
20
Occasionally
25
35.7
Rarely
25
35.7
Never
4
8.6
Total
70
100
Interpretation :- Frequency of purchasing online mobile most of selected occasionally
and rarely 35.7 % and 4 % only selected never which show good attitude toward online
purchase of mobile .
13
Ever purchased online
phone
Frequency
Percentage
Yes
50
71.4
No
20
28.6
Total
70
100
Interpretation :- 71.4% of respondents have ever purchased online mobile and only
28.6% have not ever purchased mobile phone .
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Reson of purchase
Percentage
Rank
Wider variety of brand and
model
33.3
1
Convenience and ease of
online shoping
29
2
Better price and discount
27.5
3
Recommendations
10.1
4
Total
100
Interpretation :- Reason of online purchase most of selected wider variety of brand and
model with 33.3% as first rank, convenience and ease of online shopping 29% 2nd Rank
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, 27.5 % selected better price and discount .
Concern( problem)
Percentage
Rank
Product quality and
authenticity
31.4
4
Shipping and delivery times
38.6
2
Return and warranty issues
45.7
1
Security and financial
problems
34.3
3
Difficulty in evaluating the
product
14.4
5
Total
100
Interpretation:- In term of problem (concern) 1st rank 45.7% respondent selected return
and warranty issue , 2nd Rank 38.6 % selected shipping and delivery time & 3rd rank
34.3% selected security and financial problems .
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Factor
Frequency
Percentage
Yes
48
68.6
No
22
31.4
Total
70
100
Interpretation :- while purchasing mobile research and compare mobile phone 68.6 %
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says yes and 31.4 % says No.
Platform of purchasing
Frequency
Percentage
Amazon
19
27.1
Filpkart
36
51.4
Snapdeal
15
21.4
Total
70
100
Interpretation:- In purchasing online mobile most of respondent selected flipkart
51.4% , amazon 27.1% and remaining snapdeal
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Rating
Frequency
Percentage
1
4
5.7
2
6
8.6
3
19
27.1
4
30
42.9
5
11
15.7
Total
70
100
Interpretation :- 42.9% selected 4 rating , 27.1% selected 3 rating and 15.7% selected
19
5 rating .
Bibliography
Phil T. Kotler, Kevin Lane Keller, Malcolm Goodman,
Mairead Brady and Torben Hansen
https://books.google.co.in/books/about/Research_Methodology.html
?id=hZ9wSHysQDYC&printsec=frontcover&source=kp_read_button
&hl=en&newbks=1&newbks_redir=0&gboemv=1&redir_esc=y#v=o
nepage&q&f=false
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Conclusion
● The age group of respondent are mostly from 15-25 youngster 45.7% and 30% from
group of 26 -35 respectively .
● In gender of respondent 51.4 % are Male and 48.6 % are Female.
● Frequency of purchasing online mobile most of selected occasionally and rarely 35.7 %
and 4 % only selected never which show good attitude toward online purchase of mobile .
● - 71.4% of respondents have ever purchased online mobile and only 28.6% have not ever
purchased mobile phone .
● Reason of online purchase most of selected wider variety of brand and model with 33.3%
as first rank, convenience and ease of online shopping 29% 2nd Rank , 27.5 % selected
better price and discount
● - In term of problem (concern) 1st rank 45.7% respondent selected return and warranty
issue , 2nd Rank 38.6 % selected shipping and delivery time & 3rd rank 34.3% selected
security and financial problems .
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● while purchasing mobile research and compare mobile phone 68.6 % says yes and 31.4
% says No.
● purchasing online mobile most of respondent selected flipkart 51.4% , amazon 27.1%
and remaining snapdeal
● 42.9% selected 4 rating , 27.1% selected 3 rating and 15.7% selected 5 rating .
Annexure
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