A study on the consumption pattern of low end mobile phone in INDIA

Abstract
In recent year, the mobile phones have been rapid so fast not only in India but also in the whole world. Owning a mobile was considered luxury in India till late 90s. however with the reduction in service charges and in cost of the handsets the number of mobile phone users in India have increased. Mobile phone has become a need than a fashion accessory. The aim of the study is to understand the consumption pattern for low end mobile phone in Indian market.

Introduction

Research Methodology
This study identifies the buying pattern, different features that are required by the customer and also their preferences for the price, different features, and for the brand. For this purpose we consider the secondary data that are available. We followed qualiteive research design.

Findings
In the below table we show the different low end phones that are available in the Indian market. Name of the brand Nokia Fly Karbon LG Micromax Lemon No. of model 13 14 12 9 16 14 Price range 1400-3000 1400-3000 1200-3000 900-2200 1400-2800

Lava Intex Motorola

8 6 3

1100-2900 1300-2700 1000-2000

There are a number of other brands who provide low priced mobile phone in India like Olive, Onida, Orion, Samsung, etc. Low end mobile phone priced as low as 600-700 has revolutionized communication and empowered the underclass. This low end mobile segment attracts both big companies like NOKIA, LG, SAMSUNG, and small companies like LEMON, FLY, KARBON. The top mobile phone companies like TATA , MTS, are competing for collaboration with Chinese handset providers like Lawow and GFive. According to the NOKIA spokesperson Poonam Kaul the majority of consumers who look for the very basic phone are the first time users in the semi-rural and urban area. NOKIA also attempted to educate the villagers about mobile phones by sending a fleet of 12 vans outfitted with blue NOKIA phones. According to the Rajiv kumar, CEO of mobile social network Rocket Talk there are over 6.5 million users across the country. Of them 41% use phones that costs less than 1200. The consumption pattern of the handsets is greatly dependent on the person who is using. The senior citizen sometimes fell lost with the so many featured-laden phones. Someone might want to use the phone for a very short time so they probably dont want to spend much on the phone. Also electricity is a big problem in the rural area. So some handset providers are came up with a no. of sets where a charged battery can last for a month.The migrant laborers also buy phone for their families in villages where electricity is a big factor. So the long battery life is a very important factor in the low end mobile segment. The retailers are ready to offer discount on the branded phones priced between 11001300. (Source: Low-end cellphones empower underclass. 15 August TOI)

 In the rural area the concept of shared phone is very much presence. People used to buy phone and then the other villagers use the phone by paying the owner. Now a days everyone expect the phones to be having FM function. Almost every phone manufacturer has the FM feature with their sets. This is the least people can expect from the handset. Another feature that greatly influences the low end mobile consumer is the torchlight facility in the handset.

Conclusion
With the above findings we can clearly say that the future mobile market is largely dependent on the rural segment and also in the low end mobile market. The basic features that are available in the handsets are the much needed by the users. For the low end mobile phones the consumer doesnt emphasis on the brands but they look for the different features that can serve their purpose. For the low end segment of the market the consumption pattern is different from the other segments, here the brand doesnt have the influence. The features do have.

So this can be clearly stated that the consumption pattern for the low end mobile phone users in India is varies depended on the different features. The features that serves their purpose the consumer wil certainly go for that brand.