Consumer Behavior of

Symphony

Mobile

Prepared For:

Iffat Tarannum

Lecturer

BRAC Business School

Prepared By:

MD. Amirul Islam 12304003

MD. Istiyak Hossain 12304025

Inzamam Azad 12304020

S.M. Rakib Rayhan 12304071

6th August, 2015

Letter of Transmittal

9th April, 2015

Iffat Tarannum

Lecturer,

BRAC Business School

BRAC University.

Subject: Submission of Term Paper on Consumer Behavior of Symphony Mobile.

Dear Madam,

With this we are submitting our term paper which was a requirement for the completion of

Introduction to Consumer Behavior (MKT-421) course that we have taken in this semester

(Summer 2015). The title of term paper is ‘Consumer Behavior of Symphony Mobile.’

Here we attach the term paper for your valuable perusal and review.

Sincerely yours,

MD. Amirul Islam 12304003

MD. Istiyak Hossain 12304025

Inzamam Azad 12304020

S.M Rakib Rayhan 12304071

Acknowledgement

At first all praise to Almighty Allah who enabled us to complete the term paper appropriately.

We are very much thankful to our honorable MKT421 faculty Iffat Tarannum for her valuable

time and guidance to this paper. She also gave us the necessary guideline having the all sort of

instructions written on it through Teaching Services Resources (TSR) of BRAC University.

Table of Content

Executive Summary ....................................................................................................................................... 5

Introduction .................................................................................................................................................. 6

Identifying Marketing Mix (7Ps) .................................................................................................................... 7

Target Market ............................................................................................................................................... 8

Household Decision Making Process ............................................................................................................ 9

Influence and Reference Group .................................................................................................................. 10

Relevant Cultural Values ............................................................................................................................. 10

Gender Roles ............................................................................................................................................... 11

Perception Formulation .............................................................................................................................. 11

Exposure...................................................................................................................................................... 11

Attention ..................................................................................................................................................... 12

Interpretation ............................................................................................................................................. 13

Learning about the Brand ........................................................................................................................... 13

Positioning .................................................................................................................................................. 14

McGuire’s Psychological Motives ............................................................................................................... 14

Purchase Motive ......................................................................................................................................... 15

Maslow’s Hierarchy of Need ....................................................................................................................... 16

Motivational Conflict .................................................................................................................................. 17

Personality .................................................................................................................................................. 17

Emotion ....................................................................................................................................................... 17

Attitude ....................................................................................................................................................... 17

Attitude Change Strategy of Symphony ...................................................................................................... 18

Self-Concept ................................................................................................................................................ 18

Lifestyle ....................................................................................................................................................... 19

Situational Influence ................................................................................................................................... 19

Consumer Decision Process ........................................................................................................................ 20

Suggested Strategies (Based on Marketing Mix) ........................................................................................ 22

Conclusion ................................................................................................................................................... 23

Reference .................................................................................................................................................... 24

Executive Summary

The object of this term paper is to understand the overall idea of Consumer Behavior regarding

Symphony Mobile Bangladesh, from choosing a brand to purchase the product and service. This

particular assignment provides us the chance to analyze and realize consumers’ perception,

motivation, emotions and group influence that combine to lead a customer make the purchase. The

information’s used here are collected from the different websites including Symphony’s official

website and the current consumers of this brand. We included our understanding and judgment to

relate the practical facts with the MKT421 courses knowledge. We had to follow the sequences

supplied in our term paper guideline we tried our upmost to make a bridge between the real life

happenings and textbook theories. Preparing this term paper we had to accept some limitations,

experience few obstacles.

In conclusion, we believe that we have succeeded and achieved the purpose of our learning.

Introduction

Now-a-days, mobile phones are the most important device to communicate with each other. The

number of mobile users are increasing each and every day. According to different studies, mobile

users are increasing by 83% every year in Bangladesh and the major role player behind this is

enhanced 3G network and delivering smartphones with high-end specifications at a lower price

tag. Though Samsung take the number 1 position in global market, but in Bangladesh, the top

position is taken by company named Symphony. In Bangladesh, among the users of mobile

phones, 40% users are using Symphony mobile phones. Symphony started their business in

Bangladesh in the year 2008 under a company named Edison that started doing business in here in

the year 2005. Symphony, by now, managed to deliver their phones to over 3 crores of mobile user

in this 7 years of their business time.

Identifying Marketing Mix (7Ps)

1) Product Symphony Classic Phone

Symphony Smartphone

Symphony Tablet

2) Price Starting from 920 BDT to 22,990 BDT

3) Place 53 Outlets in whole Bangladesh (according to website)

4) Promotion CSR Activities

Data Offer with Carrier

Promotional Discount

Occasional Offers

5) Process Best possible quality and service assured for price

6) People Dedicated Sales person

Organized management

7) Physical Evidence

and Packaging

Attractive outlet setup with lighting, aroma.

Better looking packaging.

1) Product: Symphony is a mobile phone company that have products for all kind of people

from different age group, income level and taste. This is why Symphony brought classic

phones, feature phones, smartphones and tablets for their customers.

2) Price: As Symphony trying to get all the customers from different income level, so they

set the price of their product based on the category Symphony launching the product for.

Thus, price for Symphony products start from 920 BDT (a classic mobile with audio, video

and FM Radio player, expandable storage and camera) to 22,990 BDT for their one of the

most attracting and premium looking phones Symphony Xplorer ZIV (an Android

smartphone).

3) Place: Symphony has their only 53 outlets in whole Bangladesh. It does not sound that

much though but they have a lot of dealer in whole country as a result anyone can get

Symphony devices anywhere near the consumers live.

4) Promotion: For increasing the number of customers and the overall sales, promotions play

very important role. Symphony does their promotion through different data offers in

partnership with mobile carriers, occasional offers, promotional discount and CSR

activities.

5) Process: Symphony is working hard to let people have the taste of smartphones at a lower

price. They are serving their customers different type of smartphones with high-end

specifications just like the flagship smartphones from companies like Samsung, HTC and

OnePlus but at a significantly lower price tag.

6) People: Symphony has number of people dedicated to sales and serve customer services

on time. Besides, they have a very well-mannered and organized management team.

7) Physical Evidence and Packaging: Symphony outlets in different areas all over the

country are well decorated with lights, good-looking tables to showcase their products,

fragrance and some lite, soft music.

Target Market

Symphony work hard to deliver quality mobile devices at a lower price tag in order grab the market

of people with less or lower income who does not usually go for buying smartphones from

renowned brand at a premium price. Symphony’s target market is people from lower upper class

to upper middle class. They have different types of feature phones, smartphone and tablets under

the price tag starting from 920 Taka to 22,990 Taka. Under this price level, Symphony has phones

for different age group, income level and taste. For middle age to old age people who does not like

much complicacy operating a mobile phones, feature phones are for those which is extremely easy

to use. Then comes the android smartphones and tablet for those who loves to get most of their

things done in their smartphones using android operating system. Different color choices are there

too for people who love to hold colorful mobile devices in their hands.

Household Decision Making Process

From the clients lifecycle perspective we can relate these three gatherings of individuals who

purchase Symphony mobile phone. Possibly their goal or utilization example will vary starting

with one stage then onto the next however the greatest likeness is that end of the day they all buy

to satisfy for their needs. Mr. Ali Zubayer, age 35 an Engineer of Banglalink buys Symphony cell

phone for his kids in view of the better quality and performance at very low cost. While Mr. Arif

and his wife use Symphony for better performance.

A table to relate and understand the role and importance of characters in the decision making

process is below:

Characters Importance Activity

Initiator More Feels the necessity of consumption

Information Gatherer More Provides information and facts about the BRAND

Influencer Moderate Others influence is moderate

Decision Maker More The adults, earners in most of the cases

Purchaser More Act or do as the decision maker orders

This particular table is totally based on our knowledge gathered after real life family observation.

We tried to focus on 4 different families who uses Symphony mobile. Some family follow this

process but as its price is not high that’s why all the time families don’t follow this process. For

example, Mr. Ali who is a banker and Hridoy who is a student both act as an initiator start from

the top by detecting or feeling the necessity of buying mobile phone. They judge on their previous

experience and learn from their surroundings that products are real goodness which is the second

stage. Influencers’ role is moderate here as few may suggest names like Walton, Oppo mobile

handset in this price range. Naturally the wage earners, adult or veteran members of the family or

their elders finalize the purchase decision. More or less this kind of similar sequence is followed

in most of the households.

Influence and Reference Group

Mobile phone not such product that if someone feel the need of buying a mobile phone, he or she

will go out and buy one without checking the brand or stuffs. This is a pricey product which is

why people think before buying one and are influenced by different groups (friends, family and

others) while making the decision. There are 3 types of influence and reference group;

informational, normative and identification. As Symphony mobile is the most used mobile phone

in Bangladesh. We frequently come to listen the name of the product and it about its quality from

our surroundings. So, going for buying a Symphony mobile is surely an Informational Influence.

Relevant Cultural Values

User Friendly: Once Bangladeshi people were not very much bother about technical

stuffs. The scenario is changing with the young generation of our country though, yet a lot

of people are not much knowledgeable about technology. This is why Symphony have

different types of mobile devices from classic feature phones to smartphones and tablets

with customized android OS that are more user friendly and easy to operate.

Using Bangla: Bangladeshi people are very sensitive about their language. This is why

writing Bengali in mobile devices is very important. Symphony had this feature of writing

in Bengali in classic mobile phones which is missing in almost all other brands (except

Nokia). The use of Bengali language in mobile devices made operating mobile phones

much easier than ever for people from lower social class.

Low Pricing: Most of the people of our country are not able enough to spent a lot money

for buying a mobile phone with a good brand name worldwide, high-end specs and

premium quality. People look for best quality at a lower price level and this is where

Symphony steps in. They are selling different types of mobiles with competitive specs at

significantly lower price level than any other companies with good brand value and name

so people from different income level can buy their desired mobile devices.

High Durability: Most of people think that as Symphony sell cheap mobile phones, they

must compromise with the quality. But they are wrong. Symphony is giving their customers

the best possible quality for what the consumers are paying. As Bangladesh is a developing

country, so people will not buy mobile phones frequently; they buy once and use it as long

as it lasts and the customers are pretty happy with the durability of Symphony mobile

devises.

Gender Roles

Actually there’s no hard and fast segment for male and female on mobile. But generally Symphony

is most popular among the young male generations. The reason behind it is, now our young

generation care more about what is under the hood of the mobile phones. They care about the

features that a mobile is packed with; higher megapixel cameras for better photos, more ROM and

extra storage capacity to do more with their phones, faster processors and RAM to do their tasks

faster than ever. But on the other hand female mobile user cares less about the specs that a mobile

is packed with but the color and look of the phone. Female mobile users like more lite, colorful

and stylish phones. This is why in the customers ratio of Symphony, female customers are less in

numbers because Symphony has less color choice.

Perception Formulation

Perception is formed by exposure, attention, interpretation and memory. Here for Symphony

Mobile Bangladesh’s goods we can create perception among consumers through hearing good

word of mouth from the user of Symphony mobile, seeing better visualizations presence of print

and TVC advertisement, previous experience about the products and having left with sure positive

feelings of products.

Exposure

Symphony tries to expose their information both randomly and deliberately in many ways such as:

TV Advertisement: TV advertisements are the mostly used media for Symphony to

expose its information. The ads take place frequently because Symphony wants to expose

its information even while zipping or zapping. In addition, Symphony mobile Bangladesh

generate some creative advertising to raise exposure among consumers, On their TVC

advertisement they use different events and sequence like friends hangout so that

consumers can keep this ad on their episodic memory.

Print Advertisement: Symphony places their ads in the all National daily newspaper,

magazines and on different websites frequently to raise exposure of consumers.

Billboards: Billboards are the most effective way to reach the people who are on the street,

Symphony also uses it to promote their products but there are few billboards of symphony

mobile in Bangladesh. There are also posters and banners to expose information.

Attention

Attention occurs when the stimulus activate one or more sensory receptor nerves and the resulting

sensation goes to brain for processing. Symphony tries to grab attention mainly through the

following ways:

Stimulus Factor

There are some stimulus factors for grabbing the attention of Symphony’s target customer such

as:

Size: Symphony originates big size print advertisement on newspaper, billboard, and

banners to get better attention from customers.

Color: Symphony publish colorful newspaper ads in the inside page and front of the

newspaper to grab more attention of consumers. Commonly it is a colorful ad in the black

and white page. That isolates their ads from other news and other black and white ads.

Again, they place color full ads which are medium in size and containing model numbers

of the mobile sets other information and price of the sets to transfer its expose to attention.

Position: In newspaper they often place their ads in inside of pages mostly page no. 3 or

5. They often give ads in the front page or in the back page. There are few billboards besides

roads.in addition, on their print advertisement they make good combination of background

color and contrast. They also use attractive visuals on their TVC and print advertisement.

Information quantity: Information quantity is high because it’s a technical product. They

provide almost full specification and features of mobile handset on their print and TV

advertisement. They also give all information about the discount on their advertisement to

get customer attention.

Interpretation

Interpretation is the assignment of meaning to sensation the factor that affects the interpretation of

Symphony is as follows:

Cognitive Interpretation

It is a process whereby stimuli are placed into existing categories of meaning. In Symphony Z-VI

mobile’s ad one of the features of that phone is that it’s Diamond cutting CNC body. So depend

on the thoughts of I Phone 6 shape and design the people can interpret the set as like as I phone 6.

Affective Interpretation

The emotional or feeling response triggered by the stimulus such as an ad. Symphony has done it

tremendously in this sector because in their ad they use emotional appeal to their targeted

customers.

Learning about the Brand

Learning is any change in the content or in the organization in long term memory or behavior.

Learning is about Symphony is high involvement learning situational product. As it’s not a

convenient product so it is not purchased frequently in our country. So, it needs a lot of learning

before purchase.

Operant Conditioning

This learning basically focuses on positive reinforcement. So, in case of symphony they are

claiming on their advertisement that they are the number one mobile handset company in

Bangladesh and they had almost 3 crore customer in our country. So, this kind of learning can keep

on implicit memory of consumer. As they will repeatedly show and claim this statement on TV

so people can recall this claim before buying mobile and it can motivate them.

Cognitive Learning:

Iconic Rote Learning: It is a learning that comes from repetition. As symphony repeatedly

showing their advertisement on TVC so it can create a position on customer mind.

Reasoning

As mobile phone is a high involvement product so people will think a lot about it before buying

the product. Again, it is a high involvement purchase so the consumers go for reasoning before

buying the product.

Positioning

As they are claiming that they are the number one phone set in Bangladesh, So they need to position

their product in a way so that in can meet the needs of local consumers. Again, they are using dual

coding method as in one of the ad of Symphony W130 they showed in their TVC that some young

female using their phone in the time of fun, entertainment and hangout. Again, in another TVC of

symphony Z6 they are focusing on to the corporate personality who is using this phone. Thus

symphony shoeing different version of advertisements. So, if the product is for young female

customer than they need to position in a way that goes with the mentality of young people like

they can provide different color of handset to the female customer as most of the female like

colorful phone. Whereas, for corporate personality they need to made the phone in a formal

pattern.

McGuire’s Psychological Motives

Need for Modeling

Need for Stimulation

Utilitarian Need

We can relate Symphony consumers need with 3 of McGuire’s psychological motives. When

consumers are looking for various designs of mobile phone then Symphony can satisfy their need

for stimulation providing different categories of phone set. Again, it can also satisfy need for

modeling because people can be motivated to buy Symphony mobile phone from looking from

others. Symphony can also satisfy the utilitarian need of customer by providing cheap mobile

phone set to the consumer.

Purchase Motive

Manifest Motive

Manifest motive refers to those things that can be easily observed or identified by the society.

Latent motive is a type of factor that consumers don’t want to say it but it is their primary or basic

intention to capture the whole idea. Using Symphony mobile handset may seem to be manifest

motive as it is a Bangladeshi mobile brand so people can proudly say that they are using symphony

mobile phone.

Maslow’s Hierarchy of Need

In Maslow’s hierarchy of needs, Symphony

mobile phone can satisfy both lower level and

higher level of needs of a people. Because, for

some people like lower class people Symphony

mobile phone serves only the basic needs of them

that is communication by providing phone set at a

lower price. Again, for some upper class people it

can be a matter of status, prestige and recognition

by using luxurious handset of symphony.

Motivational Conflict

Approach-Approach conflict: It is a kind of conflict where consumers are in a situation

of dilemma or confusion before choosing a product to buy. In case of Symphony mobile

approach-approach conflict can create among consumers mind. Because they have a

various number of mobile phone set with different features.

Personality

Symphony mobile phones can fall into competence, competence and also excitement. As one of

their TVC provides the message that they are always with their consumer and they never let their

consumer to stay alone. So that campaign indicates they are providing better service and it goes

with the personality of competence. Again, another TVC of symphony indicates the craziness and

friends hangout so that can fall into excitement of personality. But overall, Symphony is a brand

of competence.

Consumer Ethnocentrism: Symphony can also promote their brand as a local brand targeted to

the ethnocentric people of our country.

Consumer need for Uniqueness: Symphony can also satisfy the customers who require unique

mobile phone through their attractive design of phone set.

Emotion

In emotional dimension they use pleasure emotion that means it create a good feeling about the

brand among consumers. One of the TVC of Symphony is providing the message that in their

seven years of journey they are always with their customer. So, this kind of message will definitely

create good feelings among consumer.

Attitude

The attitude of consumers towards using Symphony can be behavioral that means people can feel

good by using this mobile set. So, the marketing strategy that Symphony is currently using to

improve the behavioral components of consumers is trial. That is in every outlet of Symphony a

consumer have the opportunity to use each and every phone set. Thus the consumers who are

feeling good by using it can easily purchase their desire phoniest. But in competent consistency

there can be relative attitude among Symphony users towards competitor’s brand that means

people can feel that Samsung mobile can perform better than Symphony mobile. Again weak

beliefs and affects can create a good impact on the user of Symphony. For example, many people

can think and belief that the product quality of symphony is not good. So, to change the attitude

Symphony can create new belief or can shift belief to the consumer.

Attitude Change Strategy of Symphony

Original Belief: Most of the people belief that the Smart phones have less charge holding capacity.

Thus Symphony smart phone has also same problem regarding charge.

Change Belief: Symphony changes belief among consumers that Symphony smartphone has more

charge holding capacity than other phone brands. To establish that belief they launch a new phone

set Symphony H150 with 4000 mAh battery that has a long time battery backup. Again, on the

print advertisement of this phone set they focused that if you started your travel from Dhaka at 10

P.M with 91 percent battery back up and do all works at night such as Facebooking, gaming,

hearing music etc. and after 12 hours you reach Cox’s Bazar at 10 A.M then you will have still 61

percent battery backup. So, this kind of campaign can create a new belief or change belief of a

consumers.

Self-Concept

There are basically two self-concepts. One is private self and the other is social self. Again there

are two concept of self they are independent and interdependent self-concept. So in case of

Symphony mobile phone it can create both extended self and a peek experience of a consumer.

Because, extended self is indicates that what a person owned is a part of his identity. So, the

consumer who owned a stylish Symphony mobile can think that this mobile phone can enrich his

identity. Again, consumer can feel very happy after purchasing Symphony mobile phone which is

a peek experience for that person.

Lifestyle

Lifestyle is basically how a person overall lead his life. That means what are a person’s liking,

disliking, consumption, expectation, attitudes and feelings. In most of cases young generation

activities and interest towards mobile phone is that it should be stylish and should have sufficient

features on it. So, Symphony can target those young people’s attitude, interest and activities to sell

their stylish and premium mobile phone.

Situational Influence

Situational influences can affect in consumer buying behavior or consumption. Marketers can

easily manipulate these factors and increase the rate of consumption of their product. In case of

Symphony Mobile Bangladesh they try to use some situational factors to influence the rate of

consumption of their products. However, consumers thinking of consumption and their perception

play a great role. Now, some situational factors which is used by Symphony Mobile Bangladesh

and some which depends on the consumers perception can enhance or affect the consumption are

described below-

Environmental and Physical Surroundings:

Consumers give more attention if they find their surrounding more eye-catching and different from

others. Lighting, music, noise and aroma can influence the rate of consumption. Symphony uses

these factors in such a way that they can grab the attention of their target people. Their decoration

and all other things in the outlet is only for one purpose and that is to influence the rate of

consumption and they are properly achieving what they desire. Moreover, in their outlets they try

to display their products in such a way that it look more desirable to the consumers and for them

it is working in a perfect way as they have already got the attention of their targeted customers.

Social surroundings:

Symphony Mobile Bangladesh has really low priced products which got more features as a result

they captured a strong market. So, people who are using Symphony increased by number and those

people are influencing or we can say already influenced their friends, family or others to buy

Symphony mobiles. Those people are influenced because they have already seen Symphony

mobiles in peoples hand and also got good review about Symphony mobiles from others.

Time:

People can get Symphony mobiles from so many outlets as they have a number of dealers. So, it

is less time consuming for their consumers.

Nature of Situation:

Symphony gives discounts and other facilities in various festive seasons and it is influencing the

rate of consumption. Moreover, good mood is also an essential thing in case of consumption.

Consumer Decision Process

Problem Recognition

At first, the consumers have to recognize the problem like whether they need a mobile or not.

When they feel this need they will look for solution. So, we can say it is the main part in consumer

decision process.

Information Search

After recognizing the problem consumers try to find information of their desired product.

Consumers can have information which can be internal or external. There can also be personal

sources or public sources from where consumers can get their desired information. Now, we will

describe those sources in below-

1. Internal

If someone you know already used Symphony mobile you can get information from that person

and that will be an internal source of information. Moreover, you can get the information from

family, friends and other known persons. You can also have a previous experience of using the

mobile which can also give you information. So, this information can be from personal sources or

from your memory.

2. External

Consumers can get information about Symphony mobiles from their website and other medium

which is the external source of information. It can also be public sources.

Evaluation of Alternative

In this case consumers will evaluate Symphony with other alternatives based on some

characteristics like price, durability, features and many other things. Then, they finally get a

conclusion.

1. Affective Choice

Consumers will consider Symphony mobiles not only comparing the price with their competitor

but also with the quality of the product. They will find that Symphony’s features or designs are

different from others.

2. Attributes

Consumers will find that Symphony’s price or attributes are different from others and which will

inspire the target customers of Symphony to buy their products.

Purchase Decision

After going through the entire process consumers will decide to purchase Symphony mobiles. So,

ultimately consumers will buy it.

Post Purchase Behavior

Consumers will get positive or negative feelings after using Symphony mobile. In this case, if it is

positive then they will buy it again and if it is negative they might not buy Symphony mobile next

time.

Outlet Selection

Symphony Mobile Bangladesh is basically making their outlet as convenient as they can. Now a

day, you can have their outlet more or less in every area. Moreover, in their outlet they are trying

to provide enough display and their outlets are also well decorated.

Outlet Attributes

In their outlets they are giving enough display to get experience about their mobiles. Moreover,

their outlets are well decorated and organized by good employees for the benefit of their customers.

Suggested Strategies (Based on Marketing Mix)

1. Improve Product Quality

Symphony gives good quality mobiles but they should focus on improving their product quality if

they want to catch larger market. Most of their products do not have that premium look which we

can see from their competitor’s product. They should also improve their product features.

Moreover, as they have succeeded to catch a large market they should now focus on bringing more

exclusive mobiles with better quality in order to catch other segments into the market.

2. More Billboards

Symphony should increase the number of their billboards as they have very few billboards which

are actually not so much eye-catching. So, if they want to make their promotion more effective

they should focus on this part.

3. More TV Commercials

They should focus more on TV ads if they want to make their promotional activity more effective.

Their competitors already have a number of TV ads and still they are launching new ones to get in

touch with the consumers. So, in order to counter their competitors they should focus more in TV

ads.

4. Increase the Number of Service Center

Service center is very important to increase customer satisfaction. However, Symphony does not

have a good number of customer centers. So, they should increase their customer center in order

to give better their customers better experience and better service.

5. Sponsorship

Symphony can go for more sponsorship to create a better image in the market. It will also help

them to boost up their publicity.

6. CSR Activity

They should do some CSR activities as well. It will help them create a positive impression which

is really important for them.

Conclusion

Symphony is working in Bangladesh for a long time, for 7 years. It has entered in the market

when in such a time when big global companies like Nokia, Samsung, Motorola, Sony and etc.

ruling the mobile phone industry. But in this tough time, Symphony managed to grab the most

customers of our country, which is 40% of all mobile users. We thing, if Symphony follows the

strategies we suggested base on their marketing mix; Symphony will be able to grab more than

50% of the consumers.

Reference

1) http://lightcastlebd.com/blog/2015/01/market-insight-market-smartphones-bangladesh

2) http://hifipublic.com/2015/02/14/smartphone-sales-see-incredible-growth-in-bangladesh/