Strategies Adopted By Companies In The Smartphone Industry To Leverage

Consumer Buying Behaviour

GROUP 9

INTRODUCTION

•The aim of this research to find out consumer behaviour of Smartphone buyers in Indian Market and how Smartphone industry leverage them

•“Smartphone has become the talk of the town across all ages and strata of economies in India

•The huge mobile subscriber base, enhanced connectivity and strengthened data service is the platform for this growth.

•Different factors• Internal • External • Brand

INDIAN SMARTPHONE MARKET

2008 2009 2010 2011 2012 2013 2014 2015

260390

580

810 850 870 910976

Mobile Subscription (in Mn)

2012 2013 2014 2015 2016

2356

88

173

266

3G Subscription in India (in Mn)

3G Subscription in India (in Mn)

2012 2013 2014 2015 2016

2967

116171

382

Smartphone Users in India (in Mn)

Smartphone Base (in Mn) Samsung25%

Micromax17%

Intex10%

Lenovo8%

Lava5%

Others36%

Indian Smartphone Company Share, 2015Q2

CONSUMER DECISION MAKING PROCESS

Need recognition

Information search

Evaluation of

alternatives

Purchase decision

Post purchase behaviour

INDIAN SMARTPHONE DEMOGRAPHICS

App Ju

nkies

Socia

l Sta

rs

Conse

rvat

iona

list

Ente

rtainm

ent

Utilita

rians

Dabbler

s

24

20

16 15 15 15

Smartphone Demographics

EXTERNAL FACTORS

• Culture

a) iPhone 6 advertisement showing bride and groom

• Specially made for India keeping in mind cultural sentiments related to marriage

• Demography

Agea) iBall Aasaan launched

specially for senior citizensb) Designed to appeal to the

elderly by giving safety features

• Demography

Gendera) Micromax Bling launched

specially for ladies.b) Similarly, iBall Uddaan

launched with safety features for women

• Social Statusa) iPhone- Marketed as

premium phoneb) Micromax- Affordable

smartphone for the middle class

c) Android One- Opportunity for All

• Reference Groupa) LG G3- Amitabh Bachchan as

ambassador to influence comparative reference group

b) Samsung considered as a popular Android phone among peers, influencing normative reference group

• Familya) Micromax Unite- consisting of

regional language support.b) Panasonic phones launched on

similar lines

IMPACT OF BRAND

Customer Brand Engagement – Interactivity between the consumer and the brand

Brand Awareness – The ability to identify with and recall a brand while decision making under various situations

Brand Association – Associating to a brand due to its innovation, distinctiveness, sophistication etc

Brand Loyalty – Loyalty towards the bran due to its product attributes

Brand Equity – Perception with which customers analyse the brands of Smartphone

INTERNAL FACTORS

• Perception

Xiaomi Smartphone changed

the image of Chinese phones by

a) Extensive marketing,

b) Feature-rich devices

c) Associating with flipkart

• Motivation Micromax initially launched

phones a) Cost effective b) Affordable by low budget

customers.

With fulfilling needs andgrowing motivation ofcustomers, launchedc) More efficientd) More Featurese) Mid budget phones

• PersonalitySony

a) Smartphone featuring sharp camera quality

b) Waterproof phones

HTC

c) Smartphone with ‘Beats audio’ music technology

• MemoryiPhone a) Premium Imageb) Memory retains

efficient and superior quality

c) Status Symbold) Expensive yet elegant

THANK YOU!