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Need Recognition

This document discusses smartphone needs and consumer behavior. It identifies primary smartphone needs as communication and good picture quality, with secondary needs like portability, usability, and brand value. Tertiary needs include water resistance, status, and unique features. Consumers consider brands like Samsung, Apple, and Micromax due to brand value, updated features, affordability, and recommendations. After purchase, Samsung is seen as user-friendly while Apple has status but missing features, and Micromax is affordable but less durable. The mobile phone market faces product competition as companies address consumer needs with new features at low costs.

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Arnab Chattaraj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
270 views14 pages

Need Recognition

This document discusses smartphone needs and consumer behavior. It identifies primary smartphone needs as communication and good picture quality, with secondary needs like portability, usability, and brand value. Tertiary needs include water resistance, status, and unique features. Consumers consider brands like Samsung, Apple, and Micromax due to brand value, updated features, affordability, and recommendations. After purchase, Samsung is seen as user-friendly while Apple has status but missing features, and Micromax is affordable but less durable. The mobile phone market faces product competition as companies address consumer needs with new features at low costs.

Uploaded by

Arnab Chattaraj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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NEED RECOGNITION FOR

USING SMARTPHONES
WHY NEED RECOGNITION IS SO MUCH
IMPORTANT IN MARKETING

DISCREPANCY

DRIVE

ACTION

CONSUMPTION

SALES

PROFIT
MAILS

COMMUNI CELL PHONES


CATION
( NEED )

LETTERS
NEED RECOGNITION OF SMARTPHONES

PRIMARY NEED
1. Communication .
SECONDARY NEED
1. Good picture quality.
2. Pocket friendly.
3. User friendly .
4. Brand Value.
TERTIARY NEED
1. Water Resistant.
2. Status symbol.
3. Some unique features.
4. Gaming without lag.
5. Design.
GRAPHICAL REPRESENTATION OF THE
IMPORTANCE ASSIGNED TO EACH NEED

5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
SOURCE OF INFORMATION

1. PERSONAL SOURCE
Suggestions from friends and relatives.

2. PUBLIC SOURCE
Newspapers
Television
Internet
Brochures
Advertisements
MOBILE PHONE BRANDS

UNIVERSAL SET

1. Samsung 7. HTC 13. Lava


2. Apple 8. Micromax 14. Toshiba
3. Microsoft 9. Lenovo 15. HP
4. Nokia 10. Xiaomi 16. Vivo
5. Sony 11. Oppo 17. Panasonic
6. LG 12. Blackberry 18. Gionee
CONSIDERATION SET

TOP OF MIND DO NOT RECALL NOT SO HEARD OF


( EVOKED SET ) IMMEDIATELY BRANDS
1. SAMSUNG 1. PANASONIC 1. TOSHIBA
2. APPLE 2. BLACKBERRY 2. LG
1. TOSHIBA
3. MICROMAX 3. MICROSOFT 3. HP
2. LG
4. NOKIA 4. LAVA
3. HP
5. VIVO
CHOICE SET

16

14

12

10

0
SAMSUNG APPLE MICROMAX NOKIA VIVO
SHORTLISTED BRANDS

1. Samsung.
2. Apple.
3. Micromax.
REASONS GIVEN BY CONSUMERS FOR
SELECTING THESE BRANDS

1. Extreme Brand Value.


2. Continuous updated features.
APPLE 3. Symbol of status.

1. Lots of availability of designs.


2. Provides considerate term of warranty
SAMSUN 3. User Friendly.
G

1. Various price ranges offered.


2. Comparative Lower ranges for each segment.
MICROM 3. Recommendation by friends, relatives and
AX others.
POST PURCHASE REACTIONS

SAMSUNG APPLE MICROMAX

1. Socially
1. Phones get hanged recognised.
at times. 2. Extremely updated 1. Pocket friendly.
2. Very good picture features. 2. At times ,
quality, depending 3. Price is at times too automated updates
on the model high. are not provided.
purchased. 4. Certain very 3. Low period of
3. Extremely user common features, warranty.
friendly. like bluetooth and
radio are missing.
TYPE OF COMPETITION FACED

Mobile phones usually face Product Competition.


The big market leaders are often introducing the
latest features at the lowest possible cost .
Various options are now available in the hands of the
consumers.
The more the companies can address to the needs of
the consumers , keeping such factors like economy,
technological up gradations and so on in mind, the
more profitable this segment would mean for them.
THANK YOU

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