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Consumer's Journey To Purchase

This document outlines a plan to study the consumer purchase journey for mid-range smartphones costing less than 20,000 rupees. It will use the AIDA model to examine consumer awareness, interests, desires, and actions in purchasing a smartphone. The research is important due to increasing smartphone penetration in rural and tier 2/3 cities, coupled with government initiatives and industry growth. Both primary research methods like focus groups, interviews and questionnaires, and secondary research from industry reports and government data will be used.

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RohanMohapatra
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57 views

Consumer's Journey To Purchase

This document outlines a plan to study the consumer purchase journey for mid-range smartphones costing less than 20,000 rupees. It will use the AIDA model to examine consumer awareness, interests, desires, and actions in purchasing a smartphone. The research is important due to increasing smartphone penetration in rural and tier 2/3 cities, coupled with government initiatives and industry growth. Both primary research methods like focus groups, interviews and questionnaires, and secondary research from industry reports and government data will be used.

Uploaded by

RohanMohapatra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Consumer’s Journey to Purchase

What we are planning to do?


To study the consumer purchase journey for the mid-range (<20k) smartphone category
AIDA model:
Attention – To check the consumer awareness regarding smartphone.
Interest – What does customers look or observe, which motivates them for purchasing the
smartphone?
Desire – How will consumer arrive at final decision to choose a smartphone?
Action – What kind of avenues or platforms does consumer choose to purchase the
smartphone?

Why is it important?
 Increasing penetration in Tier -2 & 3 cities and rural areas.
 Fast growth lot of potential (CAGR growth of 23% for the next five years).
 Encouragement by the government through Digital India Mission
 Evolution of the Ed-tech/OTT industry

How do we plan to do it?


Primary research
 FGDs
 In depth Interviews
 Questionnaire
Secondary research
 Industry body websites (Statista, IBEF, etc)
 Research papers & scholarly articles
 Meity (Ministry of Electronics & Information Technology)

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