RESEARCH PAPER

Topic:- Consumer’s Attitude Towards Mobile

A) Introduction
My topic caters to the usage of mobile amongst consumer which included mostly students,
housewives, office goers, low income group.

My topic was based on reasoned action. This research investigates major factor contributing to
consumer’s attitude towards mobile. The relationship between attitude & consumer’s
relationship towards using the mobile is also examined. Data was collected from a survey and
focused group interviews.

This study analyses the possible significant impact on mobile users and determine those target
mobile users who have the most positive attitude towards the use of the mobile. Amongst the
group the study showed that reliance mobile catered to the low economic group i.e. shopkeeper,
security guards, rickshaw drivers. The teenagers & housewives preferred micromax mobile
because of its amazing looks and flexibility.

Whereas there was a high demand of Nokia, Sony Ericson, and Samsung amongst the students
and high office profile personnel because of its new looks and fantastic and advance features that
catered to their needs Mostly the 3g technology (Internet network technology e.g. video chat,
emailing etc.) was preferred by students and office goers because of its high accessibility to the
internet.

The reason why I chose this topic is because the usage of mobile has now days become necessity
because communication has become easy.

Many brands are available in the market e.g. Sony Ericson, Reliance, Micromax, Nokia,
Samsung etc. Due to such varieties I wanted to find out that which brand of mobile caters to the
need of the consumer. In others what was the consumer’s attitude towards different brand of
mobile available in the market.

The study showed that whether it was a high income group or low income group consumer’s
attitude was that mobile became the essential need of every consumer because of easy
communication, internet, facility, SMS System in the mobile.it can be said that a person is
handicapped without a mobile.
The use of mobile has become a necessity in today’s world. Mobile are of great use they can be
used for many purposes like emailing, chit chatting, SMSsing, Listen to radio and songs.
Nowadays smartphones have additional features were we can control the various presentation
and word document at a touch of a single click.

Through mobile you can contact anybody anywhere all around the world. Even in time in case of
emergency you can call any emergency number right away from your mobile at any place in the
world. Even some ecofriendly mobiles have been manufactured were it does has any effect on
the environment. These are called ecofriendly mobiles. Generally this study shows the
relationship between the mobile and consumer’s attitude towards using it in a useful and
meaningful way.

B) Research Methodology
Qualitative type of Research Methodology

I preferred qualitative type of research of methodology. This type of research methodology aims
at discovering the underlying motives and desires using in depth interviews for the
purpose.Attitude or opinion research i.e. research design to find out how people feel or what they
think about a particular subject is qualitative type of research Methodology.Through this
research I analyzed various factors such features, 3GS technology, compatibility, flexibility,
brand and usage among different people. I also found out the positive and negative aspect about
a mobile.

Qualitative type of research methodology include discovering the underlying motives and desires
using indebt interviews and questionnaires for the subject.

C) Data Analysis
 DATA ANALYSIS REPORT

TABLE:-1 Age wise Analysis

Criteria Below 23 23-28 28-33 33-38 38 & Above

Percentage 20.00% 27.00% 23.00% 20.00% 10.00%
Frequency 20 27 23 20 10

Table:- 1 Analysis As per Age

Data analysis show that amongst th consumer group students between the age of 23-28 were given
high consideration for high analysis

Table:-2 Analysis as
per Usage
Criteria Yes No

Frequency 92 8

Percentage 92.00% 8.00%

Table:-2 Analysis

Data analysis of the following table showed that 90% of the

people have agreed that everyone should use mobile phone.
Mobile has become a necessity because of easy communication.
e.g. Dhiru bhai ambani of reliance company has given mobile to
each consumer dute to low pricing.
Table:-3 Analysis As per brand of mobile

Criteria Nokia Samsung Sony Ericson Reliance Micromax

Frequency 28 20 15 24 6
Percentage 30.10% 21.50% 16.13% 25.80% 6.45%

Table 3:- Analysis

Data analysis of the following table showed that maximum of 30%
of the consumer gave Nokia high preference and minimum 6.45%
of the people gave Micromax high preference

Table:- 4 Analysis As per time on mobile

Criteria 1 hour 2 hour 3 hour 3 hour and above

Frequency 2 2 24 62
Percentage 2.22% 2.22% 26.66% 68.89%

Table: - 4 Analysis

Data Analysis Showed that 70% of the consumer's using mobile

preferred comfortable time of 3hours and above for using mobile
whereas 2.22% of the consumer using mobile preferred
comfortable time of 1hour and 2hour for usin the mobile
Table:- 5 Analysis as per time fo Day

Criteria Evening Morning Night

Frequency 45 28 20
Percentage 48.39% 30.10% 21.51%

Table:-5 Analysis
Data analysis of the following table showed that 50%
of the consumer felt that the evening time of the day is best for
using the mobile and where 20% of the consumer felt that the
night time of the day is best for using the mobile
Table:-6 Analysis As per Income

Income below 2000 2000-4000 4000-6000 6000-8000 8000 or above

Frequency 38 21 22 8 1
Percentage 42.70% 23.60% 24.72% 8.60% 0.01%

Table:-6 Analysis

Data analysis showed that 42.70% are from the income group of
below 2000 and 23.60% and 24.72% are from income group of
2000-4000 and 4000-6000. There are only 0.01% of the consumer
which come under the income group of 8000 or above. Mostly the
low income group preferred reliance mobile in comparision to
Samsung, Sony Ericson, Nokia because of its pricing. Micromax
was famous among teenagers & women.

Table:-7 Analysis As per technology

Technology 2G 3G
frequency 42 50
percentage 45.60% 54.30%

Table: - 7 Analysis

The Datat analysis of the following chart showed that 45.60% of

people preferred 2G technology in the mobile and 54.30%
preferred 3G technology for the mobile. This shows that there is
moredemand of 3G technology than 2G technology.
Data