question_answer 38)

What are the different considerations in the mind of consumers of each segment while purchasing mobile phones as given in the above case?

Answer:

Different considerations in the mind of each segment while purchasing mobile phones are (i) The first of these segments Live, aimed at first time users whose basic need is to stay in touch with voice as the main driver. So, here price of the phone is the main consideration. (ii) The second segment connect looks at more evolved users who look for more functionality and features and connectivity. So, here the features of the phone as well as an economic price tag are considered. (iii) The next two categories, Achieve and Explore, are aimed at high-end users. So, here the uniqueness of the handset and its business functionalities are the main points considered by the consumer.