The MBA Marketing project report on A study on buying behaviour of mobile phone among the women.

1. 1
EXECUTIVE SUMMERY
The comprehensive project was carried out at “A study on purchase behavior of mobile
phone among women segment”
Realizing the significance of customer buying behavior in today’s market scenario it is very
appropriate to analyze the derivers that trigger the purchase decision. This research paper
identifies and analyses certain critical drives of mobile phone purchasing decisions and
explaining their relevance empirical research was conducted in this study how women take
purchase decision regarding mobile phones.
While the women’s going to purchase the main factored affect to their buying decision that is
price. Future expatiations about price changes can be another inferential factor. The
association of a brand ambassador to a product can create an impact on the preferences to the
customer toward purchasing the product. The brand in self plays a major role in shaping an
image about the products in the minds of the customer. It is typically achieved by persuading
them to buy the product or simply informing the customers about it through different means.

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CH. -1
GENERAL
INFORMATION

3. 3
1. INTRODUCTION
It has been not so recent that the telecommunications industry has been seeing an incremental
graph and growth especially in the product domain. Today’s market is highly volatile as
regards to the dynamicity in the market with respect to brands and prices available in almost
all goods and services.
Cell phones have seen capitalizing the market with a huge potential to grow as well as
sustain. A lot of surveys are conducted world over to identify and understand customer
preferences in cell phone buying. In this study of purchase behavior of mobile phone among
women segment we tried identify how women take decision and which factors to include in
purchasing of mobile phone.
The price and brand of the products play n important role in the buying decision. A change in
the price of a particular brand affects the buying decisions of the women. Future expectations
about price changes can be another influential factor. The association of brand ambassador to
a product can create an impact on the preferences of the consumer towards purchasing the
product.

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1.1 ABOUT THE INDUSTRY
A mobile phone, cell phone, cellphone, or hand phone, sometimes shortened to simply
mobile, cell or just phone, is a portable telephone that can make and receive calls over a radio
frequency link while the user is moving within a telephone service area. The radio frequency
link establishes a connection to the switching systems of a mobile phone operator, which
provides access to the public switched telephone network (PSTN).
Modern mobile telephones are called cellular telephones or cell phones.2000s-era mobile
phones support a variety of other services, such as
• Text messaging
• MMS
• Gmail
• Internet access
• Bluetooth
• Video games
• Digital photography
The cell phone industry is the fastest growing sector in the larger communications industry
today. The internet is one of the industries attracting use by the largest numbers of people
globally. The cell phone industry is primarily engaged in the manufacturing of mobile phone
handsets.

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HISTORY OF INDUSTRY
March 10, 1876 is considered as a milestone marking the advent of the telephone. The father
of the first telephone was Alexander Graham Bell. The rudimentary machine can transmit
voice has open a new era of development in the history of communications, replacing the
telegraph. 1967, the handset called Carry Phone which was considered to be the first
"mobile" was released, however, this device was very cumbersome to move because it
weighed 4.5 kg (Randy, 2011).
Mobile phone was officially launched on April 3, 1973, named Motorola Dyna Tac, which
was invented by inventor Martin Cooper. Motorola Dyna Tac had the same shape as today's
mobile phones, although it was quite bulky with weigh more than 1 kg and not popular
(Richard, 2015). Since then, the mobile phone development has constantly evolved towards
and has become more compact than its ancestors ever were by increasing integrated and more
functional rather than merely texting and calling.
In 1991, the second generation (2G) cellular technology was launched. A Finnish company
when it was Radiolinja has the slogan: "Finns can call longer" (Biju and Nauman 2014). This
tagline implies a limit on the time of the first-generation mobile phone. The period since 2001
is the 3G technology has prevailed. By the year 2009, the demand for mobile users is
increasing and they require high quality and high speed, is a prerequisite for the introduction
of 4G technology. 4G has the advantage of speed Internet access as well as faster application
of advanced multimedia.
In 2008, it is estimated that there are just two people who own a mobile phone. From 1990 to
2011, the number of mobile subscribers on a global scale increased from 12.4 million to more
than 6 billion subscribers. Not just increase the number of users, mobile phones also
witnessed a change in design and functionality, based on advanced technology. 1973 is a
high-priced phone, fewer features, big and heavy, but by 2013 - after 40 years - the phone
was a lot cheaper, it is the equipment needed by anyone, small, lightweight, thin more and
more features.

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1.2 OVERVIEW OF THE WORLD MARKET
Mobile phone and smart phone market size by company, key regions, products and end user,
breakdown data from 2013 to 2017, and forecast to 2025.
Global “Mobile phone and smart phone market” 2019 – 2025 research report conducts a deep
assessment on the existing state of mobile phone and smart phone industry with the
definition, classification and market scope. The essential manufacturing aspects like
competitive landscape structure, prominent industry players, market size and value is studied.
In 2019, the market size of mobile phone and smart phone is xx million US$ and it will reach
xx million US$ and will increase to xx million US$ in 2025, with a CAGR of xx% during
forecast period.
Mobile phone & smart phone market segment by manufacturers includes:
• Samsung electronics
• Apple
• OPPO
• Vivo
• Xiaomi
• Lenovo
• TCL
• Gionee
To analyze the global mobile and smart phone market size by business, key regions/country,
product and application, history data from 2014 to 2018, and forecast to 2025.Currently,
mobile phone and smart phone market are matured in the developed world with an average of
more than one device or subscription per person. The growth of this market is from emerging
regions such as Asia-pacific, Latin America, Eastern Europe, the MiddleEast and Africa,
where smart phone have witnessed proliferating with regional players introducing low cost
products to obtain a competitive edge. China and India are currently the top contributors to
this market and with the market still at the nascent stage; it is expected to witness exponential
growth in near future.

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1.3 OVERVIEW OF INDIAN MARKET
Today mobile phones have moved beyond their primary role of voice communications and
have graduated to become an essential entertaining device for mobile users. We are in an era
where users buy mobile phones not just in touch, today’s youth use it to express their
thoughts, for social networking, to show their interests, play games, read news, surf on the
internet, listen to music, chat instantly with friends & families and even check their bank
balances. There are various phone manufacturers providing handsets.
The Indian mobile industry is the fastest growing in the world and India continues to add
more mobile connections every month than any other country in the world. The telecom
boom in the country provides great opportunity to handset manufacturers and the hottest
segment for these manufacturers is the entry level segment. Among the fastest growing
sectors in the country, telecom has been zooming up the growth curve at a fiery pace.
The market in India is dominated by mobile. For mobile we have 840 million plus users,
unlike many other markets, mobile are becoming the dominant device for voice, for value
added services, and increasingly for mobile internet also.
India is currently facing the onslaught of cheap substandard Chinese phones, which occupy as
much as 25% of the market, thanks to the liberal import policies of India. The boost to
exports to mobile phones and their parts will encourage local manufacturing, which is the
best answer to compete with the cheap substandard Chinese phones imports.
Mobile phone exports from India could double as a result of Commerce ministry granting
2% Focus Product Scheme (FPS) on mobile phone exports in foreign Trade President of
Indian Cellular Association said that the special incentive accorded to mobile phone exports
could result in the doubling of exports in the next 3 – 5 years from the annual level of 13,000
crore to 14,000crore if other enabling policies are put in place. India is already a base for
worldwide quality manufacturing of mobile phones.

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1.4 GROWTH OF INDUSTRY
➢ Early Years
The first caller identification receiver (1971) devices that combined technology and
computing were first conceptualized by tesla 1909 and thedoreparakevakos in 1971 and
patented in 1974, and were offered for sale beginning in 1993.
Prakevakos was the first to introduce the concept of intelligence, data processing and
visual display screens into telephones.
In 1971, while he was working with Boeing in Huntsville, Alabama, demonstrated a
transmitter and receivertat provided additional ways to communicate with remote
equipment, however it did not yet have general purpose PDA applications in a wireless
device typical of smart phones. They were installed at peoples Telephone Company in
Leesburg Alabama and were demonstrated to several telephone companies.
The original and historic models are will in the possession of paraskevakos.
1. Forerunner: the first mobile phone to incorporate PDA features was an IBM
prototype developed in 1992 and demonstrated that year at the COMDEX computer
industry trade show.
2.PDAs:(personal digital assistant) In the late 1990s, many mobile phone user carried
a separate dedicated PDA device, running early version of operating system such as
palm OS, Blackberry OS or Windows CE/pocket PC. This operating system would later
evolve into mobile operating system.
3.Mass adoption: In 1999, the Japanese firm NTT DoCoMo released the first smart
phones to achieve mass adoption within a country. These phones ran on i-moe, which
provided data transmission speeds up to 9.6kbit/s.
4. iOS and Android : In 2007, Apple Inc. introduced the iPhone, one of the first
smartphones to use a multi-touch interface. The iPhone was notable for its use of a large

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touchscreen for direct finger input as its main means of interaction, instead of a stylus,
keyboard, or keypad typical for Smartphone at the time.
➢ Recent technological development
• In late 2013, OScommenced production of a smart phone designed entirely
around security, encryption and identity protection.
• Also focuses on high display quality, battery life, screen size, operating system
and advanced features in smart android phone.
• As of 2014, Wi-Fi networks were must use for smart phones.
• All company has to develop the generations of the mobile network, speed of
running and expand the internal storage facilities.
• Also expanding megapixels and navigation facilities.

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2. ABOUT MAJOR COMPANIES IN THE INDUSTRY
➢ Samsung :
Samsung electronics is a South Korean based company. With its cutting edge – technology
and smart features Samsung mobile phones and smart phone have become highly popular all
around the world. Latest and easy to use technology and features makes it the most popular
and trusted brand in the world.
Popular Samsung mobile phone models are –Samsung galaxy S10 and S10 plus, galaxy note
9, galaxy S9 and S9 plus, galaxy note8, galaxy fold.
➢ Xiaomi :
Xiaomi (Mi) is aChinese multinational company and manufactures of budget smartphones
with high end features.
Popular Xiaomi mobile phone models are –XiaomiMi 9, Mi 8 pro, Mi mix 3, Mi 8, and Mi
mix 2S, pocopne F1, Mi 8 Lite.

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➢ Oppo :
Oppo is a Chinese consumer electronics and mobile communications company. The company
is leading manufacturer of smartphones, blu-ray players and other electronic devices. A
leading manufacturer of smart phones, oppo was the top smart phones brand in china in 2016.
Popular oppo mobile phone models are –OOPO F7, F3, F5, A71, F5 youth, A83, K1, and F11
Pro.
➢ Lenovo :
Lenovo is a multinational technology company with headquarter in hongkong. The company
manufacture and sells personal computers, tablet computers, smart phones, workstations,
servers, electronic storage devices etc.
Popular Lenovo mobile phone models are –Lenovo Z2, P2, K6 Power, K5 note, Vibe K5, Z5,
Z5 pro GT.
➢ Apple :

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Apple Inc. is one of the top electronic companies in USA. it was the first company to launch
the world’s first smartphone by the name of iphone using its own Osystem named iOS.
Popular Apple iPhone models are-
iPhoneMax, XS, XR, 8 plus , 7 plus , SE, 6S.
➢ Nokia :
Nokia is a Finland based company. Until few years back it dominated the mobile phone
market in the world and had a type of monopoly. But things have changed now. Because of
lack of R&D and proper marketing and trends the brand has lost its position and market
share.
Popular Nokia mobile phone models are – Nokia 8.1, 6.1, 7.1, Nokia 3.1 plus, 7plus, Nokia 8
Sirocco.
➢ Vivo :
Vivo is a Chinese multinational manufacture of smart phones. Vivo entered the
telecommunication and consumer electronics industry with landline phone and wireless
phones.
Popular Vivo mobile phone models are –Vivo V17, U20, S1 pro V11 pro, Nex, V5s.

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3. PRODUCT PROFILE
There are following the various types of mobile phones.
1. Cell Phones:
The classical phones only used for the purpose of making calls, texts and little less. These
phones have less advanced features and they generally focus on the ease of use. They come in
avariety of different from factors and designs, allowing the user to have plenty of options.
These phones are often cheap.
2. Feature Phones:
They compromise the features of the smart phones and the conventional phones. They have
limited properties of OS. A feature phone focuses on texting, multimedia, a full web browser
and GPS. A less expensive featured phone is a great alternative to a smart phone.

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3. Smart Phones:
Smart phones have become the standard options for most consumers. With an advanced
operating system, GPS, 4G internet speeds, a smart phone is closer to computer than a cell
phone. They have advanced far beyond simply making calls.
Modern smart phones feature a –
• Highly responsive touch screen
• Wi-Fi connectivity
• HD cameras
• Data streaming

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CH. 2
PRIMARY STUDY

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4. INTRODUCTION OF STUDY
Consumer Behavior:
Consumer behavior is the study of when, why, how and where people do or do not buy a
product. It is a branch which deals with the various stages a consumer goes through before
purchasing products or services for his end use. Consumer behavior is not simple at all, but it
is very vital to understand it. Consumer behavior may vary from time to time. The three main
factors influencing the consumer behavior are the psychological, the personal and the social.
According to Louden and Bitta, ‘consumer behavior is the decision process and physical activity,
which individuals engage in when evaluating, acquiring, using or disposing of goods
Fig. 1. Consumer Behavior Process (Ref. SwarnaBakshi)

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How Gender Difference Determines Buying Behavior?
Men and women really do have fundamentally different set of characteristics. Each sex has a
firmly entrenched characteristic with women showing more sensitivity, warmth and
apprehension than men but change depending on location, context and are influenced by a
variety of social and cultural factors.
In contrast, emotional stability, dominance, rule consciousness and vigilance are more
typically male characteristics. Both men and women approach problems with similar goals
but different consideration. Women are concerned about how problem is solved- they share
and discuss the problem. For men solving a problem demonstrates their competency and
commitment to a relationship.
➢ For Women the main implications are as follows-
• Advertisements are often more detailed.
• Women like a collaborative, conversational style dialogue.
• Women prefer strong colors and evocative images.
• Girls prefer more feminine qualities in advertisement such as soft music.
• Women are considered as being warm, expressive, compassionate, and
understanding.
• Lower price attracts women.
• Women use social media to connect different aspects of their lives.
• Woman perceives higher price means higher quality.
• Woman are easily influenced by word of mouth publicity.
➢ For Men the main implications are as follows-
• Adverts usually focus on one main object. Men usually pick up on one or two very
obvious kinds of cues.
• Men will need to be shown the big picture as they think in a macro way.
• Men are less likely to process complex metaphors.
• Men enjoy humor in adverts and are usually more crude and aggressive.
• Men find a “chatty” style in adverts annoying. They prefer hard data and concise
language.

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• Men do not really respond to any colors and images seem irrelevant.
• Men are utilitarian shoppers, seeking to quickly and efficiently complete a task with a
minimum of social interaction. But women are not.
• Men usually shop alone, while women often shop in groups of three or four to
maximize the social aspects of shopping.
Categories of Women Market Segmentation
Each woman has her own attitude and personality. It is crucial to decide which segment you
are ready to target and then “treat” each segment differently.
Traditional
housewife
Social
worker and
housewife
working
woman
Career
oriented
woman

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Factor Affecting Woman Purchase of Mobile Phone:
Mobile Trend in Women Segment
• The mobile phone is transforming the way women deal with technology by leveling
differences between sexes.
• A mobile phone helps them lead a more secure, associated and productive life.
• Mobile phone ownership provides distinct benefits to women, including better access
to educational, health, business and employment opportunities.
• Women business owner in particular perceives the phone as essential tool.
• More than half women uses mobile phone to receive additional income.
Factor Affecting
Social
Groups
Membership
Reference
family
role and
status
Personal
Ageand
Family
Life cycle
Stage
occupation
and economic
circumstances
Lifestyle
personality
and self
concept
Cultural
sub culture &
social class
Psychological
motivation &
perception
belifs and
attitude
learning

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4.1 LITERATURE REVIEW
Androulidakis; G. Kandus (2011) correlated the brand of mobile phone to users’ security
practices, Users show different behavior in an array of characteristics, according to the brand
of the mobile phone they are using. As such, there is a categorization of areas, different for
each brand, where users are clearly lacking security mind, possibly due to lack of awareness.
Such a categorization can help phone manufacturers enhance their mobile phones in regards
to security, preferably transparently for the user.
Zhou (2011) in his empirical study conducted indicate that contextual offering has a strong
impact on trust, flow and perceived usefulness which are the three major factors which
determine the mobile purchase intention.
Kundi J. et al (2008) Stated that consumer behavior refers to the mental and emotional
process and the observable behavior of consumers during searching, purchasing and post
consumption of a product or services. Consumer behavior blends the elements from
psychology, sociology, sociopsychology, anthropology and economics.
According to Mitchell and Walsh (2004), males and females want different products and
they are likely to have different ways of liking and obtaining these. Gender has an important
role in consumer behaviors.Because, the differences between men and women about
expectation, want, need, life-style etc. reflect to their consumption behaviors (Akturan,
2009:66).
MesaySata (2013): The purpose of this study she, investigate the “decision of buying mobile
phone devices”inHawassa town From this analysis, it was clear that consumer’s value price
followed by mobile phone features as the most important variable amongst all and it also
acted as a motivational force that influences them to go for a mobile phone purchase decision.
The study suggested that the mobile phone sellers should consider the above mentioned
Factors to equate the opportunity. The objective of this research was to investigate the
underlying factors that determine the decision to purchase mobile phone devices. According
to the study, majority of the consumers own
Nokia mobile phones. Moreover, most of Nokia mobile phone users have a plantoshiftto
other brands such as Samsung, Apple and BlackBerry.

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Thanika Devi Juwaheer, (2012): In this article explores the various factors which “impact
on the selection of mobile phones among young customers”. This paper reviews the
determining factors impacting on the selection of mobile phones among young customers. It
reports upon the empirical findings of the customer survey on the various factors impacting
on the selection of mobile phones by the questionnaire method .The analysis has revealed that
youngcustomers have identified pricing as a key determinant while selecting mobile phones.
The results of the analysis have also suggested that top of mind awareness and perceived
brand value are key factors contributing towards mobile phone selection. Results also
unveiled mobile phone features and young consumers lifestyle impacting on mobile phones
selection.
Hassan JawadSoomro(2009):This article besides studying brand selection by the
“consumers to understand the overall purchase behavior of this segment of consumers”. The
results of this study will provide insight and information for administrators, practitioners, and
researchers about the behavior of consumers towards various mobile brands. The results
concluded that a large number of respondents prefer the purchase the mobile phone with
value added facilities like camera, large screen, familiar brand and low price. The main
purpose of this study was to find out the opinion of the respondents from various preferences
in purchasingmobile phone handset and mobile phones. This study is exceptional in the sense
that it has investigated the general opinion of young generation regarding the purchase of
mobile phones. The study also concluded that the purchase preference is not discriminated by
the gender of the respondents. The current study has opened new avenues of research for the
research scholars in Pakistan.
MdReaz Uddin and NusratZahanLopa(2008)This study has put efforts to uncover the
underlying “factors those affect customers in choosing mobile phones”. The results show that
the most important factor is physical attributes. Some other factors are pricing, charging and
operatingfacilities,sizeand weight, friendsandcolleaguesrecommendations,
neighbors’recommendations and advertising. The research was to find out the underlying
factors those have a role to determine the brands while customers purchase mobile phone. It
hasbeen seen from the previous discussion that there are lots of variables customers consider
before choosing brand of mobile phones. Some of the factors influence customers’decision
greatly while others have comparatively low impact on the

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Purchase decision. At the time of survey, it was observed that various types of facilities are
expected by the customers. But this research work does not deal with the customer
expectation. The research has identified that many factors are deemed as selection criteria of
mobile phones.

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4.2 BACKGROUND OF STUDY
Today is the era of communication as innovative and novel means ofcommunication came
into existence. Traditional way of mailing has been replacedto certain extent by e-mail and
landline is being replaced by cell phones.
It is reported that after the invention and introduction of cell phones the rate ofsurrounding
landline is at a decreasing rate and the number of users of cell phonesis increasing even day
by day.
In the extremely competitive marketplace, marketers wish they could get insidethe woman’s
heads as well as their wallets.
The emergence of woman psychology will provide more creative ideas for thefurther
progress of marketing, and the research of the psychological science willhave a lot of
Knowledge to be explored as the development of the commercialactivities.

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4.3 PROBLEM STATEMENT
The statement of problem for this research is:
“A study on purchase behavior of mobile phone among women segment “

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4.4 OBJECTIVE OF THE STUDY
Primary objectives:
• To know purchase behavior of mobile phone among women segment
Secondary objective:
• To find out the factors which influences the consumers to buy mobile phones.
• To find the demographic features of the mobile phone consumers.
• To examine the Sources ofInformation considered.
• To examine the role ofFamily Members ininfluencing brand choice.
• To understand the effectiveness of the promotional activities ofmobile phone
companies.

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4.5 HYPOTHESIS
We have lots of factor to measure purchase behavior of mobile phone among women segment
like price, model, camera, music system, battery life, look etc. but mainly in general sense
price would be majorly affect to women. So in mobile purchase price will be affected or not
that will be analyses.
Ho:The price can be affecting to purchase behavior of women.
Ho: The price cannot be affecting to purchase behavior of women.

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5.RESEARCH METHODOLOGY
5. Introduction to research methodology
Research is a [procedure of logical and systematic application of the fundamentals of science
to the general and overall question of a study and scientific technique which provides precise
tools. specific procedure and technical rather than philosophical means for getting and
ordering the Data prior to their logical analysis and manipulation. Different types of research
designs are available depending upon the nature of research project, availability of manpower
and circumstances.
The system of collecting data for research projects is knows as research methodology. The
data may be collected for either theoretical or practical research for e.g. management research
may be strategically conceptualized along with operational planning methods change
management.

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5.1 RESEARCH DESIGN
Research design is the blueprint of the research project. It includes the different things which
are methods, sampling plan, data collection methods. It provides the guidance as well as
information for the study.
As per the nature of project and objectives of the study is concern research consists of two
types.
➢ Exploratory Research:
This focuses on the discovery of new ideas. Exploratory research is generally based on
secondary data.
➢ Descriptive Research:
This is undertaken when the researcher want to know the characteristics of certain group.
Descriptive research is generally based on primary data.
In this study researcher has taken descriptive design because it is designed to depict the
participants in an accurate way. More simply put, descriptive research is all about describing
people who take part in the study.

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5.2 SOURCE OF DATA
In conducting research, there are two types of data: primary data and secondary data. The
researcher can gather primary data or secondary or both.
1) Primary data:
The first hand data collected for a specific purpose or for a specific research project
constitutes primary data. When the needed data do not exist or are inaccurate, incomplete or
unreliable the researcher collects primary data.
2) Secondary data
Information collected by other organization or individuals which might be relevant to the
study constitutes secondary data.
In this study, researcher has primarily used “Primary data” obtained through customer
survey with the help of questionnaire.
5.3 POPULATION
A population is the total of all individuals who have certain characteristics and are of interest
to a researcher. Whereas the target population refers to the entire group of individuals or
objects to which researchers are interested in generalizing the conclusions. The target
population usually has varying characteristics.
Here, in this particular project the target population is the female customers of Amreli city.

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5.4 SAMPLING METHOD
There are mainly two types of sampling techniques.
1) Probability sampling:
Here, all the members of the population have the equal chance of being involved in the
sample which is based on the simple random sampling.
2) Non probability sampling:
Here, members of the population do not have the equal chance of being selected in the
sample. It is based on, Convenience sampling, judgment sampling, Quota sampling.
Here, we have used the convenience method of sampling.
5.5 SAMPLING FRAME
In this study the sampling frame is the female customers of Amreli city who are using mobile
phone.

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5.6 DATA COLLECTION INSTRUMENT
The major technique used in our survey is Questionnaire, i.e. also major tool for collecting
primary information in making research.
Questionnaire is a structured process of following prescribed sequences of specific questions
and knowing the response from the respondents. Here a formal list of questions is set up and
then the selected group of persons are given this formulated questionnaire to know their
responses.

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RESEARCH SUMMARY
Research design Descriptive design
Sources of data Primary data
Population Amreli city
Sample size 200
Sampling Frame Female customers
Sampling Method Convenience
Data collection instruments Questionnaire
Hypothesis test z-test

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6.DATA ANALYSIS AND INTERPRETATION
1. What is your age group?
Particulars Response
25 to 30 70
30 to 35 80
35 to 40 35
Above 40 15
(Table No: - 6.1)
(Figure No: - 6.1)
Interpretation:-
Above analysis show that 70 respondents are comes in 25 to 30 age group and 80 respondents
are comes in 30 to 35 age group and 35 respondents are comes in 35 to 40 age group and 15
respondents are comes in above 40age group.
70
80
35
15
Age group
25 to 30
30 to 35
35 to 40
Above 45

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2. In which category are you belonging?
Particular Response
Housewife 70
Social Worker 30
Working Women 63
Career Oriented Women 37
(Table No: - 6.2)
(Figure No: - 6.2)
Interpretation:-
Above analysis show that 70 respondents are come in housewife category and 30 respondents
are come in social worker category and 63 respondents are come in working women category
and 37 respondents are come in career oriented women category.
70
30
63
37
category
Housewife
Social Worker
Working Women
Career Oriented Women

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3. Are you used mobile phone?
Particular Response
Yes 180
No 20
(Table No: - 6.3)
(Figure No: - 6.3)
Interpretation:-
Above analysis show that 180 respondents are using cellphone and 20 respondents are not
using cellphone so that major human are using cellphone.
180
20
mobile phone use
Yes
No

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4. Which type of mobile phone are you using?
Particular Response
Cell Phone 35
Feature Phone 50
Smart Phone 95
(Table No: - 6.4)
(Figure No: - 6.4)
Interpretation:-
Above analysis show that 35 respondents are use cell phone and 80 respondents are use
features phone and 95 respondents are use smart phone.
35
50
95
type of mobile
Cell Phone
Feature Phone
Smart Phone

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5. Do you prefer to purchase new phone or second hand mobile phone?
Particular Response
New Mobile Phone 100
Second Hand Mobile Phone 80
(Table No: - 6.5)
(Figure No: - 6.5)
Interpretation:-
Above analysis show that 100 respondents are purchase new mobile phone and 80
respondents are purchase second hand mobile phone so that major human are purchase new
mobile phone.
100
80
Prefrance of mobile phone
New Mobile Phone
Second Hand Mobile Phone

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6. From where will you prefer to purchase mobile phone?
Particular Response
Retail 130
Online 50
(Table No: - 6.6)
(Figure No: - 6.6)
Interpretation:-
Above analysis show that 130 respondents are prefer retail store for purchase mobile phone
and 50 respondents are prefer online store for purchase mobile phone.
130
50
place prefarance of mobile phone
Retail
Online

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7. What is the purpose of purchasing mobile phone?
Particular Response
Personal Use 136
Professional Work 85
Internet Access 96
(Table No: - 6.7)
(Figure No: - 6.7)
Interpretation:-
Above analysis show that 136 respondents are uses mobile phone for personal work and 85
respondents are uses mobile phone for professional work and 96 respondents are uses mobile
phone for internet access
136
85
96
0
20
40
60
80
100
120
140
160
Personal Use Professional Work Internet Access
Purpose of purchasing

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8. Which mobile phone brand first you havepreferred to purchase?
Particular Response
Oppo 60
Vivo 40
Samsung 22
Mi 40
I-phone 5
Other 13
(Table No: - 6.8)
(Figure No: - 6.8)
Interpretation:-
Above analysis show that 60 respondents are first prefer oppo mobile phone when they
decided to purchase and 40 respondent are first prefer vivo mobile phone and 22 respondents
are first prefer Samsung mobile phone and 40 respondents are first prefer mi mobile phone
and 5 respondents are first prefer I-phone mobile phone and 13 respondents are first prefer
other mobile phone.
60
40
22
40
5
13
Brand prefrance
Oppo
Vivo
Samsung
Mi
I-phone
Other

41. 41
9. What type of features you have to expect from the mobile phone?
Particular Response
Look 36
Economical 139
Long battery 90
Camera & Sound 120
Storage 100
Other 95
(Table No: - 6.9)
(Figure No: - 6.9)
Interpretation:-
Above analysis show that 36 respondents are expect attractive look and 139 respondents are
expect economical and 90 respondents are expect long battery and 120 respondents are
36
139
90
120
100
95
0
20
40
60
80
100
120
140
160
Look Economical Long battery Camera &
Sound
Storage Other
Expectation in mobile phone

42. 42
expect camera & sound and 100 respondents expect storage and 95 respondents are expect
other features.
10. When customer want to purchase mobile phone, at that time what are the price range
they are preferable?
Particular Response
Below 5000 30
5000 to 10000 100
10000 to 20000 35
Above 20000 15
(Table No: - 6.10)
(Figure No: - 6.10)
30
100
35
15
Price range of mobile phone
Below 5000
5000 to 10000
10000 to 20000
Above 20000

43. 43
Interpretation:-
Above analysis show that 30 respondents are prefer below 5000 price of mobile phone and
100 respondents are prefer 5000 to 10000 price of mobile phone and 35 respondents are
prefer 10000 to 20000 price of mobile phone and 15 respondents are prefer above 20000
price of mobile phone.

44. 44
7 RESULTS AND FINDINGS
7.1HYPOTHESIS TESTING
➢ Hypothesis formulation
H0: Null hypothesis: The price can be affecting to purchase behavior of women.
H1: alternative hypothesis: The price cannot be affecting to purchase behavior of women.
❖ Statistical tool :-
Here we have used Z test
When customer want to purchase mobile phone, at that time what are the price range they are
preferable?
Assume 𝝁 :- 40
X̅ =
∑𝒙̅
𝒏
= 180 / 4
= 45
Particular X (X- X̅ ) (𝑿 − 𝑿̅) 𝟐
Below 5000 30 -15 225
5000 to 10000 100 55 3025
10000 to 20000 35 -10 100
Above 20000 15 -30 900
Total 180 4250
( Table no. 4.2.1)
s = √∑
(X−X̅)2
n−1

45. 45
= √
4250
4−1
= √1416.67
s = 37.64
z =
𝑋̅− µ
𝜎
√𝑛
=
45−40
37.64
√4
=
5
18.82
Zcal = 0.27
5 % significance level
Two tail test
Z table value = ± 1.96
Z cal. Value = 0.27
So, Z tab > Z cal.
± 1.96 > 0.27
 Null hypothesis is accepted

46. 46
7.2 FINDINGS
The following are the significant findings that have been noted from the personal
information of the respondents through this study
➢ From the study it is found that 70 respondents are comes in 25 to 30 age group
and 80 respondents are comes in 30 to 35 age group.
➢ They have more expectation in camera, storage and attractive look.
➢ They have make purchase decision about mobile phone they first consider price
of product.
➢ Women feel pride in their ability to get the best products for the best prices.
➢ Most of women prefer purchase mobile phone from retail store because they are
not trusting online offers.

47. 47
7.3 LIMITATIONS OF THE STUDY
No project is without limitations and it becomes essential to figure out the various constraints
that we underwent during the study
➢ This study was carried out only among the consumer in amreli city.
➢ The sample size was restricted to 200 due to time constant.
➢ The sample was taken on the basis of convenience; thereforthis short coming of the
connivance sampling may also be present in this study.
➢ Many respondents are unwilling to share their views which results in inaccurate data
which may results into biasness.

48. 48
7.4 SUGGESTIONS
➢ While the dealer targeting mobile buyer they have to understand their need and demand
➢ They have to understand customer’s culture. Behavior, attitude towards brand etc…
➢ They should be collect more verity of products in same price range.
➢ Building a good relationship with customer is more beneficial to create loyalty.
➢ They should be more focusing on price offers & discount this all factor can be more
attract to buy product.
➢ Marketers have to understand & use this segmentation factortoo wisely in order to satisfy
needs more accurately & effectively.

49. 49
7.5 CONCLUSION
➢ The characteristics of the mobile phone seem to have a special to women and
lead to their rapid adoption. In this way, mobile phones seem to be
contributing to the blurring of gender differences.
➢ The mobile phone is transforming the way women deal with technology by
leveling differences between sexes.
➢ Color, expression and space are important aspects of performance as
communication and performance as construction of meaning.
➢ When women are more subjective and intuitive men tend to be more analytical
and logical who make their opinion based on other peoples purchase rather
than trying it themselves. Further, where men tend to make purchases based on
the immediate needs women look at purchase as a long term decision.

50. 50
10. BIBLIOGRAPHY
➢ https://wikibizpedia.com/Mobile_Phone_Industry_In_India ( 27th dec,2019 at 9 pm )
➢ https://www.worldatlas.com/articles/all-about-the-cell-phone-industry.html ( 27th
dec,2019 at 9.30 pm )
➢ https://www.marketwatch.com/press-release/mobile-phone-and-smart-phone-market-
2019-by-size-share-trends-development-revenue-demand-and-forecast-to-2025-2019-
08-16 ( 28th dec, 2019 at 9:15 pm )
➢ https://en.wikipedia.org/wiki/Mobile_phone ( 29th dec, 2019 at 11 am )
➢ https://www.quora.com/What-are-the-types-of-cell-phones ( 30th dec, 2019 at 2 pm )
➢ http://www.mobilecellphonerepairing.com/top-mobile-phone manufacturersinthe-
world.html ( 30th
dec 2019 3:15 pm )
➢ https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&u
act=8&ved=2ahUKEwjc6NiIzOnmAhUCdCsKHRMUC0UQFjACegQIBBAC&url=ht
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jan, 2020 at
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act=8&ved=2ahUKEwi-
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51. 51
srjournals.org%2Fiosr-jbm%2Fpapers%2Fncibppte-volume-
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jan, 2020 )

52. 52
ANNEXURE
QUESTIONNAIRE
We are studying MBA at S.H. Gajera MBA Mahila College at amreli and currently working
on comprehensive project report on “Astudy on purchase behavior of mobile phone
among women segment” I assure you that the information and views given by you will be
kept strictly confidential and will be used for only academic purpose.
Instructions:
You are request to fill up all the given questions. Please give true and correct answer of each
question. Please tick in the [ ] for the answer.
❖ Personal information
• Name:-
1. What is your age group?
o Below 30
o 30 to 35
o 35 to 45
o Above 45
2. In which category are you belonging?
o Housewife
o Social Worker
o Working Women
o Career Oriented Women
3. Are you used mobile phone?
o Yes
o No
4. Which type of mobile phone are you using?
o Cell Phone
o Feature Phone
o Smart Phone
5. Do you prefer to purchase new phone or second hand mobile phone?

53. 53
o New Mobile Phone
o Second Hand Mobile Phone
6. From where will you prefer to purchase mobile phone?
o Retail
o Online
7. What is the purpose of purchasing mobile phone?
□ Personal Use
□ Professional Work
□ Internet Access
8. Which mobile phone brand first you have preferred to purchase?
o Oppo
o Vivo
o Samsung
o Mi
o I-phone
o Other
9. What type of features you have to expect from the mobile phone?
□ Look
□ Economical
□ Long Battery
□ Camera & Sound
□ Storage
□ Other
10. When customer want to purchase mobile phone, at that time what are the price range
they are preferable?
o Below 5000
o 5000 to 10000
o 10000 to 20000
o Above 20000