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Ringtones market Introduction In this assignment a way of categorising consumers is presented, which attempts to find and classify consumer behaviour in relation
from their customers on a monthly basis. The lucrative youth market is more inclined to try text messaging, downloadable ringtones and the wireless web. Increase
Polyphonic ringtones * Predictive SMS (where the phone will finish off a word for you if it can guess what you are typing) * Camera phones and * Video recorders Competition
covered all the states in the Union by 1995 (Athreya, 1996). As of now, the mobile VAS market ? consisting of ringtones, text and voice services - is expected to
2 years and is expected to grow for at least a couple more years. Initially cell phones came with just a handful of default ringers the user could choose from, but
Submitted by bucksniper on November 11, 2007
Category: Technology
Words: 2118 | Pages: 9
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Introduction
In this assignment a way of categorising consumers is presented, which attempts to find and classify consumer behaviour in relation to their attitudes to and, choice of mobile phone ring tones. By arranging 1:1 in-depth interviews with different consumer types (ie different ages and personality types) specific group types should emerge, revealing a correlation between personal attributes and ring tone selection.
Different types of consumer will place different levels of importance on mobile phone ring tones. Types of consumer buying behaviour are determined by level of involvement in purchase decision. This is affected by the importance and intensity of interest in a product in a particular situation. In short; someone who places importance on what ring tone they have, would consider ring tone selection to be a high involvement purchase. The fact that a ring tone is a product visible to others, means that a consumer who places importance on ring tones will view the selection process with a high social risk.
Moreover, the way a consumer behaves is largely determined by the motivation behind their actions. A motive is an "internal energizing force that orients a person's activities toward satisfying a need or achieving a goal" Berry, L.L (1983). Actions are effected by a set of motives, not just one. These are:
o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization
Maslow, A & Frager, R (1987)
In order to determine what prompts their purchases, it needs to be determined what level of the hierarchy the consumers are at.
To better understand consumer behaviour in the context of the ring tones industry; consumer categories must be developed which characterise certain traits of particular types of consumer. Once classified into groups, the basic elements of the group and the reasons behind these can be analysed. The justification for this approach is...
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