BRAND PREFERENCE OF MOBILE HANDSET FOR WORKING EXECUTIVES IN DEHRADUN

PROJECT REPORT Submitted to the University of Petroleum and Energy Studies in partial fulfillment of the requirements leading to the award of the Degree of MBA in Port & Shipping Management

By Mr Sarath Chandran P Ms Vrushali Mandlekar Mr Avaneesh Tiwari Mr Pranjal Agarwal R310210017 R310210018 R310210020 R310210019

Under the guidance of Mrs.T Anupama 200-200 DEPARTMENT OF MANAGEMENT UNIVERSITY OF PETROLEUM & ENERGY STUDIES Energy Acres, P.O Bidholi Dehradun – 248007

CERTIFICATE
This is to certify that the dissertation, entitled “BRAND PREFERENCE OF MOBILEHANDSET FOR WORKING EXECUTIVES IN DEHRADUN”, submitted to the University of Petroleum and Energy Studies, Dehradun in partial fulfillment of the requirements for the award of the Degree of MBA in Port & Shipping Management is a record of original research work done by Miss Vrushali Mandlekar, Mr Sarath Chandran, Mr Avaneesh Tiwari and Mr Pranjal Agarwal, during the period of their study (2010-2012) in the Department of Management at University of Petroleum and Energy Studies, Dehradun, under my supervision and guidance and the dissertation has not formed the basis for the award of any Degree / Diploma / Associate ship / Fellowship or other similar title to any candidate of any university.

__________________________________ Guide and Supervisor

_______________________ Dean

_______________________________ Course Coordinator/HOD

DECLARATION I hereby declare that the dissertation, entitled “BRAND PREFERENCE OF MOBILEHANDSET FOR WORKING EXECUTIVES IN DEHRADUN”, submitted to the University of Petroleum and Energy Studies,Dehradun in partial fulfillment of the requirements for the award of the Degree of MBA in Port and Shipping Management is a record of original research work done by me during the period of 2010-2012 under the supervision and guidance of Mrs T Anupama, Assistant Professor in Operational Research & Econometrics, and it has not formed the basis for the award of any Degree / Diploma / Associateship / Fellowship or other similar title to any candidate in any university.

Place: Date: Signature of the Candidates 1. 2. 3. 4.

ACKNOWLEDGEMENT

We are extremely grateful to Mrs. T Anupama Assistant Professor in Operational Research & Econometrics in Department of Logistics & Supply Management & Quantitative Technique, College of Management and Economic Studies, University of Petroleum and Energy Studies, Dehradun for her sustained interest and advice that have contributed to a great extend to the completion of the project.

We also express our gratitude and sincere thanks to all our family and friends and their encouragement and valuable support throughout our study.

TABLE OF CONTENTS Chapter Particulars List of Tables 1 1.1 1.2 1.3 1.4 1.5 2 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 4 4.1 5 Introduction History of Telecommunication Brand Preference Mobile Handset Telecom Industry in India Major Players in Indian Market Literature Review Methodology Research Design Nature and Scope of Study Area of Study Source of Data Sampling Procedure and Size Statistical tools Chi Square test Limitation of Study Analysis and Interpretation Chi Square test results Finding and Conclusions Bibliography Annexure Page Number

LIST OF TABLES

Table Number 1 2 3 4 5 6 7 8 9 10

Table Heading Age group of consumer Gender of buyers Awareness Level of Consumers Occupation Income wise classification Choice of brands Satisfaction level Factor influencing consumer behavior Frequency of Handset Change Price Range

EXECUTIVE SUMMARY

The research is conducted to know the brand preference of Mobile handset amongst the working executives in Dehradun city, Uttarkhand. For the purpose of study, primary data was collected through questionnaires and direct interaction with the customers. The questionnaire mainly focused on analysis of various factors that affect the buying decision of a particular mobile handset brand. A sample size of 113 respondent living in diverse backgrounds with different income segments and different occupation category was selected and data was collected from them. Researchers employed Chi Square testing method to analyze the data and arrived at a conclusion regarding the preference of a particular brand.

CHAPTER 1 INTRODUCTION

1.1 History of Indian Telecommunications Indian Telecommunications system Started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and

MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

1.2 BRAND PREFERENCE Brand preference is defined as a measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available. Measures of Brand Preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher Brand Preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance. As per the Barron’s Marketing Dictionary Brand preference is the Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another. In an attempt to build brand preference advertising, the advertising must persuade a target audience to consider the advantages of a brand, often by building its reputation as a long-established and trusted name in the industry. If the advertising is successful, the target customer will choose the brand over other brands in any category. Brand Preference of consumers is influenced by groups such as family, friends, reference groups, and society in general. The aim of the research is to study the preference of consumers in selecting his favorite brand.

1.3 Mobile Handset A mobile phone (also called mobile, cellular telephone, cell phone, or hand phone) is an electronic device used to make mobile telephone calls across a wide geographic area. Mobile phones are different from cordless telephones, which only offer telephone service within a limited range of a fixed land line, for example within a home or an office. A mobile phone can make and receive telephone calls to and from the public telephone network which includes other mobiles and fixed-line phones across the world. It does this by connecting to a cellular network owned by a mobile network operator. In addition to functioning as a telephone, a modern mobile phone typically supports additional services such as SMS (or text) messaging, MMS, e-mail and Internet access; short-range wireless (infrared or Bluetooth) communications; as well as business and gaming applications, and photography. Mobile phones that offer advanced computing abilities are referred to as smart phones. The first handheld mobile phone was demonstrated by Dr. Martin Cooper of Motorola in 1973, using a handset weighing 2 kg. In 1983, the DynaTAC 8000x was the first to be commercially available. In the twenty years from 1990 to 2010, worldwide mobile phone subscriptions grew from 12.4 million to over 4.6 billion, penetrating the developing economies and reaching the bottom of the economic pyramid

1.4 Telecom Industry in India  The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA.     With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand in countries like India and China. India‘s mobile phone subscriber base is growing at a rate of 82.2%. China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific.

Compared to that India’s share in Asia Pacific Mobile phone market is 6.4%. Considering the fact that India and China have almost comparable populations, India’s low mobile penetration offers huge scope for growth.

1.5 Major Players in the Indian market 1.5.1Nokia Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over €42 billion and operating profit of €2 billion as of 2010. It is the world's largest manufacturer of mobile phones: its global device market share was 31% in the fourth quarter 2010, up from an estimated 30% in third quarter of 2010 but down from an estimated 35% in the fourth quarter of 2009. Nokia's estimated share of the converged mobile device market was 31% in the fourth quarter, compared with 38% in the third quarter 2010. Nokia produces mobile devices for every major market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such as applications, games, music, maps, media and messaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks produces telecommunications network equipment, solutions and services. Nokia is also engaged in providing free digital map information and navigation services through its wholly owned subsidiary Navteq. Nokia also has greater dependency on England based company duo namely Symbian Corporation for its mobile operating systems and OVI for its mobile based application software development and distribution, which has made Nokia as highest selling mobile phone vendor within the last few years. Nokia has sites for research and development, manufacture and sales in many countries throughout the world. As of December 2010, Nokia had R&D presence in 16 countries and employed 35,870 people in research and development, representing approximately 27% of the group's total workforce. The Nokia Research Center, founded in 1986, is Nokia's industrial research unit consisting of about 500 researchers, engineers and scientists. It has sites in seven countries: Finland, China, India, Kenya, Switzerland, the United Kingdom and United States.

1.5.2 Samsung Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to the Samsung Group, and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Telecommunication Business produces a full spectrum of products from mobiles and other mobile devices such as MP3 players and laptop computers to telecommunication network infrastructure. Headquarters is located in Suwon, South Korea. In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest mobile device manufacturer in the world. Its market share was 14% in Q4 2007, growing up form 11.3% in Q4 2006. In Q1 2008 Samsung strengthened its second position on the market and achieved 15.6% world handset market share.

1.5.3 Sony Ericsson Sony Ericsson Mobile Communications AB is a joint venture established on October 1, 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to manufacture mobile phones. The stated reason for this venture is to combine Sony's consumer electronics expertise with Ericsson's technological knowledge in the communications sector. Both companies have stopped making their own mobile phones. The company's global management is based in Hammersmith in London, United Kingdom, and it has research & development teams in Lund, Sweden; Tokyo, Japan; Mexico City, Mexico; Beijing, China and Redwood Shores, United States. By 2009, it was the fourth-largest mobile phone manufacturer in the world after Nokia, Samsung and LG. The sales of products largely increased due to the launch of the adaptation of Sony's popular Walkman and Cyber-shot series. In 2010, its market share had dropped to sixth place behind Research in Motion and Apple.

1.5.4 LG LG Electronics Korean Consumer Electronics & Home Appliance Manufacturer has started mobile appliance business since 1996. Formerly known as LG Information & Communication Co. (LGIC), which former GoldStar Telecommunication Company successor, build the first

Korean made CDMA phones for Korean consumer market, and later it merged to Mother Company as department and start GSM division for export based mobile phone business. In 2002, LG UMTS Mobile division demonstrates the World first WCDMA Video Telephony at Korean-Japan World Cup Game Opening Ceremony, the nominal growth of Mobile Communication has been started. Currently LG MC Company produce CDMA, GSM, WCDMA products and recent success of design based phone concept series Black Label Series boosted its revenue since 2005.

1.5.5 Micromax Micromax is a telecommunications company based in Gurgaon, Haryana, India. It is a manufacturer of wireless telephone handsets. Micromax has 23 domestic offices across the country and international offices in Hong Kong, USA, Dubai and now in Nepal. Micromax is the largest Indian domestic mobile handsets company in terms of units shipped during the quarter ended March 31, 2010 and the third largest mobile handset seller in India as at March 31, 2010. Micromax Inc. has recently seen a rise in market share. Micromax is the largest Indian domestic mobile handsets company in terms of units shipped during the quarter ended March 31, 2010 and the third largest mobile handset seller in India as at March 31, 2010. On March 31, 2010 the company registered the market share of 6.24% for that quarter, which grew from 0.59% in September, 2008. Micromax became the fastest growing mobile brand in India for the fiscal year 2009-10. Handset sales have grown by 123.48% from 1.15 million units in the quarter ended June 30, 2009 to 2.57 million units in the quarter ended March 31, 2010. Micromax also sells data cards to service providers in India which includes India's leading operators like Airtel and BSNL.

1.5.6 Other Market players Other than the above handsets there are various others players in the market. Other manufacturers include Audiovox (now UTStarcom), CECT, HTC Corporation, Fujitsu, Kyocera, Mitsubishi Electric, NEC, Panasonic, Palm, Pantech Wireless Inc., Philips, Qualcomm Inc., Research In Motion Ltd. (RIM), Sagem, Sanyo, Sharp, Sierra Wireless, Just5, SK Teletech, T&A Alcatel, Huawei, Trium, Toshiba and Vidalco.

CHAPTER 2 LITERATURE REVIEW

“Brand Preference of Mobile Phones among Ghaziabad’s College Students” – Mr Bulbul Sharma, PGDM, Ajay Kumar Garg Institute of Management Ghaziabad, U.P. The research is about the brand preference of mobile phones among Ghaziabad’s College students. The researcher focuses only on the factor affecting the purchasing decision of mobile handset among the college students. The author has used a descriptive method for obtaining data from the respondents (owners), by asking variet y of questions. The data related to brand preference was collected through questionnaire method . Among the large student population of college students, a random 250 respondents were selected. Students of graduation and post graduation were taken as sample unit. Sampling area was Ghaziabad. Random sampling technique was used in the research. Authors - Suggestions findings and recommendations          Nokia is the most favorite brand of the college student. 35% student change their mobile phones within 1to2 years 30% students are using the mobile phones since last 1 to 2 years. 51% students are ready to pay for a mobile phone less than 10,000 and they spend According to their family income. 49% students like the Nokia advertisement most. Mostly students use the mobile phones for talking, SMS and for using the GPRS Function. Mostly students have hands free, blue tooth and memory card. Almost all students are aware about the GPRS, Blootooth and MMS service but Least students are aware about the 3G function. Most favorite brand among the college students is Nokia and the least favorite Brand is LG.

            

Appearance, Price, Brand Image and advertisement are the important factors for the students while purchasing mobile phones. Mostly students prefer slim, medium in weight and large in size handset Mostly students see advertisement on television Story, spokesperson and the music are the important factor in advertisement Mostly students have the hanging and service problem with the Nokia. Nokia should provide better service and try to solve the hanging problem Cellular companies should increase the awareness about the 3G service. Companies should offer more range of Rs. 10,000 or less than 10,000. LG and Samsung should try to expand its market share and also should try to increase the awareness through the television advertisement. All companies should increase their distribution channel. The companies should continue to work on the Strategy of T.Q.M (Total Quality Management) Consumers do not get satisfied with the promotional policies of the companies. New techniques of promotion are required to create awareness about the entire range of company’s products.

Chapter 3

METHODOLOGY

Research methodology is a way to systematically solve the research problem. It deals with the various steps that are generally adopted by a researcher in studying the research problem along with the logic behind them.

3.1 RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis data in a manner that aims to combine r elevance to the research purpose with economy in procedure. The type of research design selected for this study is Descriptive in nature. A descriptive research uses a set of scientific methods and procedure to collect raw data structures that describe the existing characteristics of a defined target population of a market structure. The data and information generated through this descriptive design can provide the decision makers with evidence that can leave to course of action. 3.2 NATURE AND SCOPE OF THE STUDY The study was conducted to understand the brand preference of mobile handset within a population. It was basically a primary collection of data with the help of a questionnaire. It is a simple and easily categorized way to gather information directly from customers. For optimal success, the questionnaire was distributed to a stratified random sampling of your target audience, as opposed to a general audience . For the analysis of the data a chi -square test was conducted. A chisquare test (also chi squared test or χ 2 test) is any statistical hypothesis test in which the sampling distribution of the test true, statistic or any is in a chi-square which this

distribution when

the null

hypothesis is

is asymptotically true, meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi -square distribution as closely as desired by making the sample size large enough. 3.3 AREA OF THE STUDY The area selected under study was Dehra dun city and neighboring areas like Bidholi, Ballapur Chowk, Clock Tower, ISBT etc 3.4 SOURCES OF DATA The sources of data are primary in nature. For the purpose of collection of data, a questionnaire is prepared. Data collection is the process of obtaining information from the respondents. It can be obtained from primary or secondary sources. Primary data are the data obtained firth stand by the researcher. Here the data is collected thro ugh primary sources. The method used for collecting data is through a structured questionnaire that is personally administered. The researchers have personally met the

population. By personally administering the questionnaire the researcher could collect all responses within a short period of time and the doubts of the respondents are clarified on the spot. 3.5 SAMPLING PROCEDURE AND SIZE Sample size refers to the numbe r of items to be selected from the respondents to constitute a sample. This acts as a representative to the whole respondents where the results and suggestions are derived from analyzing representative samples. On the basis of reliability and accessibility , sample size was arrived at 120 for the study. The sampling unit was concentrated on customers who are consuming edible oil.

3.6 STATISTICAL TOOL USED The following statistical tools are used in the study for the analysis and interpretation of data.   Pie chart Bar chart

3.7 CHI – SQUARE TEST Pearson's chi-square (χ 2 , pronounced kī-square) test is the best-known of several chi-square tests – statistical procedures whose results are evaluated by reference to the chi-square distribution . Its properties were first investigated by Karl Pearson in 1900. In contexts where it is important to make a distinction between the test statistic and its distribution, na mes similar to Pearson Χsquared test or statistic are used. It tests a null hypothesis stating that the frequency distribution of certain events observed in a sample is consistent with a particular theoretical distribution. The events considered must be m utually exclusive and have total probability 1. A common case for this is where the events each cover an outcome of a categorical variable . A simple example is the hypothesis that an ordinary six-sided die is "fair", i.e., all six outcomes are equally like ly to occur. Pearson's chi -square is used to assess two types of comparison: tests of goodness of fit and tests of independence.

A test of goodness of fit establishes whether or not an observed frequency distribution differs from a theoretical distribution.

A test of independence assesses whether paired observations on two variables, expressed in a contingency table, are independent of each other – for example, whether people from different regions differ in the frequency with which they report that they support a political candidate.

The first step in the chi -square test is to calculate the chi -square statistic. In order to avoid ambiguity, the value of the test -statistic is denoted by Χ 2 rather

than χ 2 (i.e. uppercase chi instead of lowercase); this also serves as a reminder that the distribution of the test statistic is not exactly that of a chi -square random variable. However some authors do use the χ 2 notation for the test statistic. An exact test which does not rely on using the approximate χ 2 distribution is Fisher's exact test : this is significantly more accurate in evaluating the significance level of the test, especi ally with small numbers of observation. The chi-square statistic is calculated by finding the difference between each observed and theoretical frequency for each possible outcome, squaring them, dividing each by the theoretical frequency, and taking the su m of the results. A second important part of determining the test statistic is to define the degrees of freedom of the test: this is essenti ally the number of observed frequencies adjusted for the effect of using some of those observations to define the "theoretical frequencies". The value of the test -statistic is

Where Χ 2 = Pearson's cumulative test statistic, which asymptotically approache s a χ 2 distribution. O i = an observed frequency; E i = an expected (theoretical) frequency, asserted by the null hypothesis; n = the number of cells in the table.

Based on the chi – square concept, researcher has done the following testing   Testing for the independency between brands and brand factors Testing for the independency between income level and

expenditure on oil

 

Testing for the independency between brand and sources from where customers know about the brand Testing for the independency between education level and brand preference

3.8 LIMITATIONS OF THE STUDY

  

The research may be biased on the part of researcher and customers. Time at the disposal research was limited. Sample size is restricted to 113

CHAPTER 4 ANALYSIS AND INTERPRETATION The term analysis refers the examination and evaluation of the relevant information to select the best course of action from among various alternatives . It also means an investigation of the component parts of a whole and their relations in making up the whole. In the process of analysis, relationships or differences supporting or conflicting with original with what validity data can be said to indicate a ny conclusions. Analysis of data in general way involves a number of closely related operations which are performed with the purpose of summarizing the collected data and organizing there in such a manner that they answer the research questions. The objectives of the study on the basic of which analysis and interpretation are done are as follows:  To know the economic profiles of the people preferring respective mobile brands  To know the choice of brand of mobile handset with respect to the income groups.  To know relationship between the various modes of advertizing and brands chosen.  To know the relationship between the age group and mobile brands.  To know factors influencing the buying decision such as design, Battery life, Dual SIM, Internet connectivity a nd after sales service.  To measure the consumer satisfaction towar ds the brand presently owned.  Factors affecting consumer preferences.  Purchasing patterns and frequency.  Spending patterns and Income group and its affect on brand

preference.

4.1 PROFILE OF THE RESPONDENTS
TABLE – I AGE GROUP OF CONSUMERS Age Group 20-30 Years 30-40 Years 40-50 Years Above 50 Years No of People Percentage 78 25 6 4 113 69% 22% 5% 4% 100%

The above table shows that the age group of the buyers, 69% of them was between 20-30 years, 22% of them were between 30 – 40 years, 5% of them were between age group of 40 – 50 and 4 % was more than 50 years. The majority of the respondents are belonged to the age group between 20-30 years.

Age Group
Series1

Above 50 40-50 30-40 20-30

4 6 25 78

TABLE – II GENDER OF CONSUMERS Gender Male Female No of Respondents 59 54 Percentage 52% 48%

From the above table referred to gender of the buyers, 52% of them were, male and 48% were female. The majority of the respondents are male (52%).

Gender
Female 48% Male 52%

TABLE – III AWARENESS LEVEL OF PEOPLE ABOUT THE BRANDS Awareness through No of Respondents Newspaper & Magazines Friends & Colleagues Tele media Others 18 52 37 6 16 46 33 5 Percentage

The above table shows the awareness level of the consumer regarding the brands, 16% of them came to knew about their brand through Newspapers and Magazines, 46% of them heard it from their f riends & Colleagues, 33% of them saw it on tele media and 5% were into other’s category which included, window shopping, hoardings etc.

MARKET AWARENESS
52 37 18 6

Newspaper & Magazines

Friends & Colleagues

Telemedia

Others

TABLE –IV OCCUPATION OF THE CONSUMERS Options Government Private Self Employed Others No of Buyers 20 55 21 17 Percentage 18 49 19 15

The above table showed the occupation, of the buyers, 18 % of them were government employees, 49% of them were in private sector, 19% of them were self employed and 15% were into other’s category which involves professional and house wives. The majority of the respondents are private employees (49%).

Employment Status
Others 17

Self

21

Pvt 20

55

Govt

TABLE –V INCOME WISE CLASSIFICATION OF BUYERS Options in (Rs) Less than 20,000 20,000-40,000 40,000-60,000 Above 60,000 No of Buyers 43 40 19 11 Percentage 38 35 17 10

The table shows that the income of the buyers, 15% of the buyer’s falls in between the income of less than 10,000 and same was the percentage for income 10000 – 15000 that is 15%. 70% of buyers were in category of more than 15000. The majority of the respondents fall in between More than 15000.

INCOME LEVEL
>60000 40000-60000 <20,000

20000-40000

TABLE – VI CHOICE OF BRAND OF MOBILE HANDSET Popular Brands No. of respondents Nokia Samsung LG Sony Ericson Micromax Others 54 29 14 9 3 4 48% 26% 12% 8% 3% 4% Percentage

This table shows the buyers preferences for the different brands of mobile Handset. Maximum buyers go for Nokia (48%). Samsung (26%) follows it with little difference. LG (12%), Sony Ericson (8%) and Micromax (3%). Only 4% go for the other brands other than the specified brands. So any brand does not have maximum share, it is mix kind of market.

MOBILE BRAND PREFERENCE
Others Micromax Sony LG Samsung Nokia 4 3 9 14 29 54

TABLE – VII SATISFACTION LEVEL OF CUSTOEMRS WITH THEIR PRESENT MOBILE HANDSET Satisfaction Level Highly Satisfied Satisfied Not Satisfied No. of Buyers 24 81 8 Percent 21% 72% 7%

This table shows the level of satisfaction with the current mobile handset they are using at that point of time. Majority of the customers are satisfied with their current mobiles (72%). There is also highly satisfied customer with 21%. Among the entire re spondent 7 % are not satisfied with their current handset model and they plan to change their mobiles.

Satisfaction Level
Not Satisfied 7% Highly Satisfied 21%

Satisfied 72%

TABLE – VIII FACTORS INFLUENCING CONSUMER PREFERENCES Most Important Important 51 37 32 44 17 72 40 32 34 49 54 51 34 28 32 39 56 39 Neutral 17 8 5 19 7 17 11 11 9 Less Not Important Important 3 5 11 6 17 3 11 13 5 7 8 7 26 3 13 18 7 9

Design / Style Music Player Camera Dual SIM Battery Life Internet Connectivity 3G After sale Service Price

This table shows the factor which influences consumer preference in choosing their mobile handset is Battery Life with 19%. The next important constrain in Design and style of the handset (14%). It is followed by price, camera and internet connectivity wit h 13%, 12% and 11% respectively. After sale service, 3G and Music player are considered with 9% and people are least concerned in Dual SIM facility (4%).

INFLUENCING FACTORS
Price Design 13% / Style 14% 3G 9% BL 19% Camera 12%

Aftersale Service 9%

Music Player 9%

Internet Connectivity 11%

Dual SIM 4%

TABLE – IX FREQUENCY OF HANDSET CHANGE PER PERIOD Period Less than 1 Year 1-2 Year 2-3 Year More than 3 year NO. OF BUYERS 26 40 21 26 PERCENT 23 35 19 23

This table shows the frequency of Handset change per period. 35% of the respondent changes their handset between 1 -2 years. 23% of the people changes their mobile less than an year and same percentage change their mobile only after 3 years of time.

Frequncy of Handset Change
> 3 year 23% 2 - 3 Year 19% < 1 Year 23%

1 -2 year 35%

TABLE – X PRICE RANGE WITHIN WHICH THE CUSTOMER BUY THEIR MOBILE HANDSET Price Range Less than 5000 5000-1000 10000-15000 More than 15000 NO. OF BUYERS 17 48 33 15 PERCENT 15% 42% 29% 13%

This table shows that 42% of respondent choose their mobile handset within a price range of Rs. 5000 – 10,000. People also go for mobiles that are in a range of Rs.10,000- 15000. 15% of people chose mobiles that are less than Rs. 5000. The least opted is the mobiles coming above the range of 15,000.

4.2

CHI SQUARE TEST RESULTS

4.2.1 Determination of Relationship between Brand Preference and Gender H 0 : There is no significant relationship between Gender and Brand Preference H 1 : There is a significant relationship between Gender and Brand Preference Brand and Gender Relationship Oij 32 20 2 3 1 1 22 9 12 6 2 3 Eij 28.19 15.1 7.3 4.6 1.5 2.08 25.8 13.8 6.69 4.3 1.43 1.91 Oji-Eij 3.81 4.9 -5.3 -1.6 -0.5 -1.08 -3.8 -4.8 5.31 1.7 0.57 1.09 (Oij-Eij)2 14.52 24.01 28.09 2.56 0.25 1.17 14.44 23.04 28.20 2.89 0.32 1.19 (Oij-Eij)2/Eij 0.51 1.59 3.85 0.56 0.17 0.56 0.56 1.67 4.21 0.67 0.23 0.62

X2 = Σ (O-E)2 / E = 15.20 Number of degree of freedom: NDF = (row-1) (column –1)= (6-1) (2-1) = 5 Table value of x2 at 1% level of significant = 7.78 Conclusion: There is significant relationship between the gender and brand preference of the consumer.

4.2.2 Chi Square analysis for the d etermination of Brand preference and Employment Status Brand and Employment Oij 4 17 5 3 10 23 10 11 3 9 2 0 1 1 4 3 1 2 0 0 1 3 0 0 Eij 5.13 14.11 5.38 4.36 9.55 26.28 10.03 8.12 2.47 6.81 2.6 2.1 1.59 4.38 1.67 1.35 0.53 1.46 0.55 0.45 0.7 1.94 0.74 0.6 OjiEij -1.13 2.89 -0.38 -1.36 0.45 -3.28 -0.03 2.88 0.53 2.19 -0.6 -2.1 -0.59 -3.38 2.33 1.65 0.47 0.54 -0.55 -0.45 0.3 1.06 -0.74 -0.6 (Oij-Eij)2 1.28 8.35 0.14 1.85 0.20 10.76 0.00 8.29 0.28 4.80 0.36 4.41 0.35 11.42 5.43 2.72 0.22 0.29 0.30 0.20 0.09 1.12 0.55 0.36 (Oij-Eij)2/Eij 0.25 0.59 0.03 0.42 0.02 0.41 0.00 1.02 0.11 0.70 0.14 2.10 0.22 2.61 3.25 2.02 0.42 0.20 0.55 0.45 0.13 0.58 0.74 0.60

X2 = Σ (O-E)2 / E = 17.56 Number of degree of freedom: ndf = (row-1) (column –1) = (6-1) (2-1) = 5

Table value of x2 at 1% level of significant = 7.78 Conclusion: There is a significance difference between brand preference and employment.

4.2.3 Chi Square analysis for the determination of Income group and price range of mobiles

H 0 : There is a significant relationship between the Income level of the people and the price range of their mobile phone

H 1 : There is no significant relationship between the Income level of the people and the price range of their mobile phone

Income level and Price Range Oij 6 14 14 9 5 20 9 6 3 6 10 0 3 8 0 0 Eij 6.46 18.26 12.55 5.7 6.01 16.99 11.68 5.3 2.85 8.07 5.54 2.52 1.65 4.67 3.21 1.46 Oji-Eij -0.46 -4.26 1.45 3.3 -1.01 3.01 -2.68 0.7 0.15 -2.07 4.46 -2.52 1.35 3.33 -3.21 -1.46 (Oij-Eij)2 0.21 18.15 2.10 10.89 1.02 9.06 7.18 0.49 0.02 4.28 19.89 6.35 1.82 11.09 10.30 2.13 (Oij-Eij)2/Eij 0.03 0.99 0.17 1.91 0.17 0.53 0.61 0.09 0.01 0.53 3.59 2.52 1.10 2.37 3.21 1.46

X2 = Σ (O-E) 2 / E = 19.31 Number of degree of freedom: ndf = (row-1) (column –1) = (4-1) (4-1) = 9 Table value of x2 at 1% level of significant = 7.78 Conclusion: There is significant relationship between income level and the price range a person chooses for a mobile.

CHAPTER – 5 FINDINGS AND CONCLUSION

5.1 FINDINGS Mobile phones have become an important part in our daily lives. People often think very carefully about choosing their mobile handset. Brand preference of a mobile handset may depend upon various criterions and choosing the best brand from the multiple available brands in the market is the most difficult decision. So through this report we are trying to find out how people take various decisions regarding the preference of brands and what factors directly affect their purchase decision. The basic findings were     Nokia was the most preferred brand among the respondents. Most of the people went for the handset within a price range of Rs. 5000 Rs 10000 Opinions from friends and colleagues were the main factor influencing the brand preference behavior. Customers under study responded that Battery life of the handset was most influencing factor in their purchasing decision. In order to find out the dependency between the various variables and how some variable create an impact on the buyers m ind to purchase decisions we conducted Chi Square tests. This test helped us to evaluate the variables dependency. Here are the findings.     Brand is dependent on Gender Brand is depended on employment status There is a relation between Brand is dependent of the sources from where consumers know about the brand

BIBLIOGRPAHY

1. Gary Armstrong, Michael Harker, Philip Kotler & Ross Brennan (2009), Marketing: An Introduction, 9th Edition, Financial Times Prentice Hall, pages 80-90 2. Michael Becker & John Arnold (2010), Mobile Marketing for Dummies, 2 n d Edition, For Dummies, Pages 31-57 3. Donald R. Cooper and Pamela S. Schindler (2009), Business Research Methods, 9 t h edition, Tata McGraw Hill Education Pvt. Ltd., New Delhi. Pages 532 – 552 4. Key Pousttchi & Dietmar G. Wiedemann (2009), Handbook of Research on Mobile Marketing Management, 4th Edition, IGI Global snippet, pages 40-66

WEBSITES  http://www.skylinecollege.com/blog/dissertation/brand preference -of-mobile-phones-among-gurgaon -s-college-students  http://www.answers.com/topic/brand -preference#ixzz1MiXEjQ4M  http://books.google.co .in/books?id=gvHy2GAtAL0C&dq=mobile%20 preference&source=gbs_similarbooks  http://www.slideshare.net/hemanthc rpatna/project-report-onbrand-preference -of-mobile-phones-with-special-reference-tomotorola -phones  http://www.mbanetbook.co.in/2010/05/project -on-brandpreference-of-mobile.html  www.wikipedia.org/  www.lg.com/in/index.jsp  www.nokia.co.in  www.micromaxinfo.com/

ANNEXURE

 Questionnaire

UNIVERSITY OF PETROLREUM AND ENERGY STUDIES DEHRADUN _____________________________________________________________________________________________________________ BRANDS PREFERENCE OF MOBILE HANDSET AMONG WORKING EXECUTIVES IN DEHRADUN _____________________________________________________________________________________________________________

We the students of UPES are doing a Research Project on BRANDS PREFERENCE OF MOBILE HANDSET FOR WORKING EXECUTIVES IN DEHRADUN AND THE PROBABILITY THAT A PERSON CHOOSEN AT RANDOM WILL PURCHASE A POPULAR BRAND and the information will be kept confidential and used strictly for academic purpose.

1. Name: __________________________________ 2. Mobile No: _____________________________ 3. Gender: 4. Age group: 20-30 years 40-50 years 5. What is your occupation? Govt. Employee Self Employed 6. What is current income level per month? Less than 20,000 40,000 – 60,000 7. Which mobile Handset are you using now? Nokia Sony Ericson Micromax 8. Which is your Mobile Handset Model? __________________________________ 9. From where have you heard about the above mobile Handset? Samsung LG If others: Specify __________________ 20,000 – 40,000 Above 60,000 Private Employee Others: Specify: ___________________ 30-40 years Above 50 years Male Female

News paper/Magazines Tele media

Friends / Colleagues others: Specify: ___________________

10. What features would you like to have in your mobile handset? Tick appropriate
Sl. No Feature Most important Important Neutral Less Not Important important

1 2 3 4 5 6 7 8 9

Design / Style Music Player Camera Dual SIM facility Battery Life Internet connectivity 3G After Sales service Price Range

11. What is preferred price range to purchase a mobile Handset? Less than 5,000 Between 10,000 – 20,000 between 5,000 – 10,000 Above 20,000

12. What is the satisfaction level with your current mobile Handset? Highly Satisfied Satisfied Not Satisfied

13. How often do you change your mobile Handset? Less than 1 year 2 -3 Year 1 – 2 Year Above 3 years

14. Given a chance to purchase a mobile now, which brand would you prefer to buy? ___________________________________________________________________________________________________

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