Idea Transcript
National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016
A Study on Marketing and Consumer Behaviour towards Micromax Cell Phone and Cell Phone Services in Thanjavur District *Dr.J.Mohamed Ali, **C.John Paul, Ph.D., *Assistant Professor In Commerce, Khadir Mohideen College, Adirampattinam 614701, Tamil Nadu **Research Scholar In Commerce, Khadir Mohideen College, Adirampattinam 614701, Tamil Nadu
penetrating 100% of the global population and reaching the bottom of the economic pyramid. In 2014, the top mobile phone manufacturers were Samsung, Nokia, Apple, and LG.
ABSTRACT Marketing is so much more than creating a catchy phrase or a jingle people will sing for days. Understanding consumer behavior is a vital aspect of marketing. Consumer behavior is the study of how people make decisions about what they buy, want, need or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. It also helps companies identify opportunities that are not currently met.
By 2009, it had become clear that, at some point, 3G networks would be overwhelmed by the growth of bandwidth-intensive applications, such as streaming media. Consequently, the industry began looking to data-optimized fourth-generation technologies, with the promise of speed improvements up to ten-fold over existing 3G technologies. The first two commercially available technologies billed as 4G were the WiMAX standard, offered in North America bySprint, and the LTE standard, first offered in Scandinavia by TeliaSonera.In 2014, the top ten manufacturers were Samsung (20.6%), Nokia1 (9.5%), Apple Inc. (8.4%), LG (4.2%), Huawei (3.6%), TCL Communication (3.5), Xiaomi (3.5%), Lenovo (3.3%), ZTE (3.0%) and Micromax (2.2%). 2
Key Words: Consumer behavior, Expectation, Level of satisfaction Introduction: Mobile phone is a telephone that can make and receive calls over a radio frequency carrier 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 telephone service uses a cellular network architecture, and therefore mobile telephones are often also called cellular telephones, or cell phones. In addition to telephony, modern mobile phones support a variety of other services, such as text messaging, MMS, email, Internet access, short-range wireless communications (infrared, Bluetooth), business applications, gaming, and photography. Mobile phones which offer these and more general computing capabilities are referred to as smart phones. The first handheld mobile phone was demonstrated by John F. Mitchell and Martin Cooper of Motorola in 1973, using a handset weighing ca. 4.4 lbs (2 kg). In 1983, the Dyna TAC 8000x was the first commercially available handheld mobile phone. From 1983 to 2014, worldwide mobile phone subscriptions grew to over seven billion,
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Table 1 Top Five Worldwide Total Mobile Phone Vendors, 2013 Rank
Manufacturer
Gartner
IDC
1
Samsung
24.6%
24.5%
2
Nokia
13.9%
13.8%
3
Apple Inc.
8.3%
8.4%
4
LG
3.8%
3.8%
5
ZTE
3.3%
-
5
Micromax
2.2%
3.0%
Huawei
12.0%
3.0%
Others
31.9%
43.5%
1"Annual Smartphone Sales Surpassed Sales of Feature Phones for the First Time in 2013". Retrieved 13 February2014. 2 "Worldwide Smartphone Shipments Top One Billion Units for the First Time". Retrieved 27 January 2014.
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National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016
Note: Vendor shipments are shipments and exclude OEM sales vendors
branded for all
Micromax is an Indian consumer electronics company headquartered in Gurgaon, Haryana, India.3 Micromax was established as an IT software company in the year 2000 and worked on embedded platforms. It entered the mobile handset business, and became one of the largest Indian domestic mobile handsets company operating in low cost feature phone segments by 2010.4 As of 2014, Micromax is the tenth largest smart phone vendor in the world.5 Micromax was incorporated as Micromax Informatics Ltd. on 29 March 2000.[5]They started selling mobile phones in 2008, with a focus on low pricing, in order to compete with international brands.6 Because of the issues of power in Dewas, Rahul Sharma saw a PCO being powered by a truck battery and decided to launch a feature phone with longer battery life. Micromax launched its first phone with a month-long battery back-up known as X1i. In 2014, Micromax surpassed Samsung to become the mobile phone manufacturer shipping the most number of phones in a single quarter in India. On 24 January 2014, Micromax became the first Indian mobile company to start sales in Russia. Marketing is so much more than creating a catchy phrase or a jingle people will sing for days. Understanding consumer behavior is a vital aspect of marketing. Consumer behavior is the study of how people make decisions about what they buy, want, need or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. It also helps companies identify opportunities that are not currently met. Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass the customer expectation. Customer satisfaction is
defined as "the number of customers, or the percentage of total customers, who reported their experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. Consumer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and oneto-one marketing. Social functions can be categorized into social choice and welfare functions. The lot of brands selling and manufacturing cell phone and mobile are in the market but Micromax cell phone are leading the race with over a dozen varieties and models lining up every day customer is left in confusion as to what to buy. with market gearing up with new companies and new products launch in Micromax manufactures have accepted the challenge. they are coming up with latest technologies being put to test. the company believes in customer satisfaction and that is the success of their being the leading the cell phones market. Objectives: To study The Customer Satisfaction Level Of Micromax Cell phone To analyze the age wise level of satisfaction towards Micromax cell phone. To offer suggestions based on the findings Statistical Tools:- Percentage analysis, Chi-square tests and Correlation coefficient are used in the analysis part.
3"Micromax beomes number one mobile phone company in India". Patrika Group (5 August 2014). Retrieved 5 August2014. 4 PTI. "Micromax world’s 10th largest mobile phone brand in Q1: Gartner". http://www.livemint.com/. Retrieved17 September 2015. External link in |work= (help) 5 Joseph, Lison (27 June 2011) We never thought we would sell 1.8 million handsets a month: Micromax co-founder – Money – DNA. Dnaindia.com. Retrieved on 28 November 2013. 6
Limaye, Jayesh (13 February 2013). "Micromax, An Indian Mobile Phone Company That Got It Right". Techtree. Retrieved 17 March 2015.
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National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016
Table 2 Satisfaction Level Particular
Dis Satisfied
Highly Dis Satisfied 8 6 10
Price Quality After Sales Service Source : Primary data
Neutral
30 22 22
Satisfied
22 25 27
Highly Satisfied 24 16 20
17 31 21
Table 3 Age wise level of satisfaction cross tabulation Rate your level of satisfaction Highly dissatisfied Neutral satisfied Highly dissatisfied satisfied Age below 20 21-30 31-40 41-50 Above 51 Total Source: Primary data
1 2 1 0 6
8 6 4 1 24
8 9 4 1 29
5 7 2 0 21
5 7 5 0 20
Total
27 31 16 2 100
Hypothesis: Ho= There Is No Relationship Between Age And Satisfaction Level H1=There Is Relationship Between Age And Satisfaction Level 5.358 < 26.296, We Accept The Null Hypothesis. There Is No Relationship Between Age And Satisfaction Level Accept The H1 Hence, There Is Relationship Between Age And Satisfaction Level
Value
Table 4 Chi-Square Tests Df Asymp. Sig. (2Sided) 16 .894 16 .871 1 .814
Pearson Chi-Square 5.358a Likelihood Ratio 6.091 Linear-By-Linear .134 Association No.of Valid Cases 100 Note: A. 14 Cells (56.0%) have expected count less than 5. the minimum expected count Is .12. Findings: 1. Total male covers 60.0% and 40% female are respondents. 2. In total respondents 72% prefer cell phone as their respondents. 3. Most of the respondents ready to invest 10,000 to 20,000 that is 32% on phones.
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4. Selected brand prefer is Micromax mobile is 54% has selected and 20% on Sumsung and 18 and on Nokia. 5. Descriptive statistics it has been found that design and style minimum is 02 and maximum is 04 and mean is 2.82 and standard deviation is 0.800. 6. Functionality and look and feel it is found that it is a similar correlation.
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National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016
7. As per Pearson correlation shows that 0.158 on functionality and 0.269 on tailes and 0.34 and looks and feel and connectivity is 0.071 and 0.589. 8. Most of the respondents are dissatisfied with the price 9. Most of the respondents are satisfied with the quality 10. Most of the respondents are neutral with the after sales service Suggestions
introduce a new in innovative models with reasonable price quality can be improved. to improved the after sales service The operational efficiency of the Micromax service providers is to be improved through modern technology systems and better staff management. (Responsiveness) The internal management system of the nationalized cell phone services is to be toned up (assurance)
Conclusion: .This project is very useful & helpful to my future studies also. i gather more information about public preference with their selection of Micromax handset. It helpful to meet some type occupational peoples. i gather that how their choosing their mobile handset with various opinion like accessibility of the product, assurance of the product, service of the product, user friendliness of the product, technical support of the product, quality of the product, etc. Most of the customers are using mobile phones to access the web, download apps, especially as Micromax ownership grows. Because they would expect to get information quickly via mobile. The technology of mobile phone has developed so much which brings the world to our fingers. This study has given an overall analysis of the customer satisfaction towards using of Micromax cell phones. REFERENCES: Books: Churchill GA Jr and Surprenant C (1982). An investigation into the determinants of customer satisfaction. Journal of mfarketing Research 19 491504.
The Journal of Business and Industrial Marketing 19(2). Moutinho, Goode and Naser et al., (1995; 1999). Gender effects to the formation of overal product satisfaction, a multivariate approach. Journal of International Consumer Marketing 8(1) 71-91. Oliver RL (1993). A conceptual model of service quality and service satisfaction: Compatible goals, different concepts. In: Advances in Services Murketing and Management, edited by Swartz TA, Bowen DE and Brown SW, Greenwich, CT, JAI 2 65-85. Parasuraman A, Berry L and Zeithaml V (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing 49 41 -50. Parasuraman A, Zeithaml V and Berry L (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Hfarketing. Piercy Nigel F (1992). Market-Led Strategic Change (Butterworth Heinemann Inc.) Boston, MA. Taylor Steven A and Thomas L Baker (1994). An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions. Journal of Retailing 70(2) 163-178, File and Prince, 1992; Richens, 1983. Tse DK and Wilton PC (1988). Models of consumer satisfaction formation: An extension. Journal of hfarkering Research 25 203-212. Yi Y (1990). A critical review of consumer satisfaction. In: Review of Marketing, edited by Zeithaml VA (Chicago: American Marketing Association) 68-123. Journals 1. Vipan Bansal, Bindu Bansal. ABAC Journal. 2031;33(3):30-40. 2. Dr. Kavitha TNR, Mr. Mohana Sundaram R. IOSR Journal of Business and Management (IOSR-JBM) eISSN: 2278-487x : 2319-7668. 01-03. 3. Uchin Lee. Knowledge service Engineering department, 2012. Web Resources: 1. www.google.com 2. www.Smartphones.com 3. http://www.business2community.com/mobile-apps/howwe- usecell-phones-today4. http://en.wikipedia.org/wiki/Customer_satisfaction
Grönroos C (2002). The relationship marketing process: communication, interaction, dialogue, value.
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