³The sum of all characteristics, tangible and intangible, that makes the offer unique.

´

CONTENT TABLE 1. Introduction 2. Literature Review 3. Objective Of Study 4. Research Methodology 5. Data Analysis & Interpretation 6. Findings/Discussion 7. Recommendation 8. Limitation 9. References

INTRODUCTION
The Internet has provided an efficient and effective way of delivering information and services to millions of users who are connected to a wired network since it has been introduced. However, this wired network addresses two major constraints: time and place. These limitations have raised the issue of the mobile Internet, which enables users to access information from any place at any time. Mobile phones have become an indispensable and inseparable part of our day-to-day life. As a matter of fact it is difficult to imagine life without these gadgets as they are required to carry on various activities throughout the day such as: y People don¶t need to worry about where they are or what they have to use to effectively communicate. y People efficiently exploit the widest range of ways to communicate (fixed mobile voice, email, instant messaging, SMS, audio video conferencing, collaboration). Recently, the population of using mobile Internet has been growing due to the widespread use of mobile devices and high speed Internet services. Mobile technology, however, is still very much in its infancy regarding usability, display capabilities and computing performance. Thus, the main usage of mobile Internet is concentrated on ring/avatar downloads. For mobile Internet services to be propagated, they need to provide more intuitive and rich interface as well as contents of them. However, as the size of mobile devices has become smaller, it is quite difficult to provide intuitive and rich interface for users¶ conveniences.

HYPOTHESIS
³The more attractiveness of Mobile Features, the higher the consumer's preference for the mobile.´

ATTRACTIVENESS OF MOBILE
A brand that drag the attention of the customers on the base of some facilities/factors such as facility of internet, TV, messaging, camera, mp3 system in mobile, price, color, size and shape, and etc that become a cause of attraction. The attractiveness of mobile can be increased, including giving the brand a set of values that the consumer wants, recognizes, identifies with, and trusts. Mobile phones are indeed the most common and most popular accessories of the modern world. Generally, it is more a necessity than a luxury. And lately, our innovative manufacturers have made these small devices to fashion things with a few cosmetic changes. In addition, many fashion houses have specifically affiliated with different manufactures mobile phones and made their phones look very attractive and beautiful. With the arrival of phones as luxury mobile phones Samsung, Nokia, BlackBerry or the definition of mobile phones has seen a complete metamorphosis. A trend that has come in the form of mobile phone contract has actually proved instrumental in shaping the growth curve of these mobile phones. The contract mobile phone offers have advanced as a result of collaboration between the mobile phone manufactures and service providers. Offers are probably high, they have tried almost sure to succumb to any of these offers

phone contract. The offer includes May minutes without talking, SMS, calls for reduced tariffs and so on. And what happens with one of your favorite device you can easily choose among several that are available on the market. These devices are also given for free as an extra incentive to those offers phone contract. However, there are several mobile phones in general do not come with a contract mobile phone offers or may be because the user does not wish to undertake such a contract. For them, the best option is in the form of pay as you go or Sim free phones. Mobile phones can also be purchased through these plans. The trend of mobile phones is experiencing resurgence in recent times because of the appeal on a global scale that includes such instruments. What phones, they are normal, or business phones, mobile fashion phones and luxury, the market growth of uniform and consistent popularity has made it one of the most beloved and most important inventions in modern times.

PREFERENCE OF MOBILE
Measures 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. Preference based on following categories 1. Selection of somebody or something: the view that one person, object, or course of action is more desirable than another. 2. Right to express choice: the right or opportunity to choose a person, object, or course of action that is considered more desirable than another "We exercised our preference." 3. Somebody or something preferred: a person, object, or course of action that is more desirable than another, or the state of being that desirable choice "State your preferences clearly."

THE KEY PLAYERS IN THE MOBILE MARKET 1. Nokia 2. Sony Ericsson 3. Samsung 4. LG 5. Others Nokia
Nokia Corporation (Nokia), a Finland based company incorporated in 1967, is the leading manufacturer of mobile devices and mobile networks in the world. Over the years, Nokia has evolved from a pulp, rubber and cables manufacturing company to a major manufacturer of wireless devices and networks. Nokia offers a wide range of mobile devices with experiences in music, navigation, video, television, imaging, games and business mobility. It also provides equipment, solutions and services for network operators, service providers and corporations. The company offers its products in 150 countries across the world. It is headquartered in Espoo, Finland and employs about 68,500 people. The company recorded revenues of E41, 121 million during the fiscal year ended December 2006, and an increase of 20.3% over 2005. The operating

profit of the company was E5, 488 million during fiscal year 2006, an increase of 18.3% over 2005. The net profit was E4, 306 million in fiscal year 2006, an increase of 19.1% over 2005. Nokia Corporation manufactures mobile devices principally based on global system for mobile communications, code division multiple access (CDMA), and wideband CDMA (WCDMA) technologies. The company operates in three divisions: Multimedia, Enterprise Solutions, and Networks.  The Multimedia division focuses on bringing connected mobile multimedia to consumers in the form of advanced mobile devices, including 3G WCDMA mobile devices and solutions.  The Enterprise Solutions division enables businesses and institutions to extend their use of mobility from mobile devices for voice and basic data to secure mobile access, content, and applications. Its solutions include business-optimized mobile devices for end users, a portfolio of Internet portfolio network perimeter security gateways, and mobile connectivity offerings.  The Networks division provides network infrastructure, communications, and networks service platforms and professional services to operators and service providers. Nokia Corporation is based in Espoo, Finland.

Samsung
The Samsung brand is the best known South Korean brand in the world and in 2005, Samsung overtook Japanese rival Sony as the world's leading consumer electronics brand and became part of the top twenty global brands overall. It is also the leader in many domestic industries, such as the financial, chemical, retail and entertainment industries. Samsung's strong influence in South Korea is visible throughout the nation, and is sometimes called the 'Republic of Samsung'. In 2008, Samsung became the largest mobile phone maker in the United States and 2nd largest mobile phone maker in the World.

LG
LG Electronics is the world's second biggest maker of Televisions and third biggest marker of LCD TVs and Mobile Phones. With headquarters in the LG Twin Towers on Yeouido, Seoul, LG Electronics is the flagship company of LG Group, one of the world's largest Conglomerates. The company has 75 subsidiaries worldwide that design and manufacture televisions, home appliances, and telecommunications devices. LG Electronics owns Zenith Electronics and controls 37.9 percent of LG Display. By 2005, LG was a Top 100 global brand and in 2006, LG recorded a brand growth of 14%.Now the world's largest plasma panel manufacturer, its affiliate, LG Display, is one of the largest manufacturers of liquid crystal displays. Also in 2006, the company's mobile phone division, LG Mobile, marketed the LG Chocolate phone, changing the company's image of the maker of thick 3G phones. It now focuses on the design and marketing of phones such as the LG Shine, the LG Glimmer and LG Prada (KE850). As a result, the company was picked as "The Design Team of the Year" by the Red Dot Design Award in 2006~2007 and is often called the "New Apple" in the industry and online communities. In 2006, its net income was $226 million, on total revenues of $24.7 billion. The company was originally established in 1958 as Gold Star, producing radios, TVs, refrigerators, washing machines, and air

conditioners. The LG Group was a merger of two Korean companies, Lucky and Gold Star, from which the abbreviation of LG was derived. The current "Life's Good" slogan is a backronym. Before the corporate name change to LG, household products were sold under the brand name of Lucky, while electronic products were sold under the brand name of Gold Star. The Gold Star brand is still perceived as a discount brand. In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics of the United States. LG Solar Energy is a subsidiary formed in 2007 to allow LG Chem to supply polysilicon to LG Electronics for production of solar cells. In 2008, LG took its first dive into the solar-panel manufacturing pool, as it announced a preliminary deal to form a joint venture with Conergy. Under the deal, set to be completed by year's end, LG would acquire a 75 percent stake in Conergy's Frankfurt solar-panel plant  Mobile communications  LG Electronics is the world's third largest handset maker.  Digital appliance

Sony Ericson
Corporate structure Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users. Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002. Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets. Sony Ericsson undertakes product research, design and development, manufacturing, marketing, sales, distribution and customer services. Global management is based in London, and R&D is in Sweden, UK, France, Netherlands, India, Japan, China and the US. The management team is led by President Hideki Komiyama, a former senior executive of Sony Europe and one of the key players in the growth of Sony in Europe; and Executive Vice-President and Head of Sales Anders Runevad, the former President EricssonBrazil.

LITERATURE REVIEW
Ayanwale, Alimi & Ayanbimipe (2005) had conducted a research to investigate The Influence of Advertising on Consumer Brand Preference. The study based on a survey of 315 randomly selected consumers of food drinks in Lagos, Ibadan and Ile-Ife, cities in Southwestern Nigeria, examined the role played by advertising in influencing consumers preference for Bournvita, which is one of the leading food drinks in the Food and Beverage industry in Nigeria. Results revealed that both male and female and different age groups were equally influenced by advertising in their preference for the brand. 38.73% of the consumers showed preference for Bournvita out of the various brands of the food drink studied. The major reasons advanced for the preference are its captivating advertising (42.62%) and rich quality (40.16%). TV advertising was most preferred by 71.43% of the respondents of all the media used in advertising Bournvita. The need for high preference to advertising is therefore highlighted for companies that want to not only retain their market but take positive steps to increase their market share. Czellar & Palazzo (2004) had explored a study on the impact of perceived corporate brand values on brand preference. The purpose of this study is that brand value attractiveness (defined in terms of perceived corporate values and value importance) positively affects brand preference and that this main effect is moderated by individual differences (defined in terms of self-monitoring and materialism). We expect that brand values should be more important for low self-monitors than for high self-monitors; in the same vein, non-materialists should give more weight to values in their preferences than materialists. A first empirical study using six wellknown brands and 150 participants provides support for our model. Park & Baek (2007) had explored the study to investigate that an experimental examination of customer preferences on user interface. The basic purpose this study aims at examining how design attributes of user interfaces of mobile services affect customer preferences. In order to explore customer preferences to each design attribute of mobile services, we measure and analyze customer¶s WTP (Willingness To Pay) toward their different interface designs. Ultimately, throughout the study, we try to answer how to design mobile services in small screen of mobile devices. In addition, we propose an optimal design solution that customers likely prefer.

OBJECTIVES OF OUR STUDY
The Primary Objective was to study the perception and buying behavior of people towards various mobile brands. The Secondary Objectives of this study were to identify:  To know about the people preference level associated with different mobile phones.  To find out the people satisfaction towards the various mobile phones.  Major features, which a customer looks for in a mobile before making a purchase.  Factors that influence decision-making in purchasing a mobile phone.  To know which advertisement media puts more impact on the buying decision of people.  Factors, which help in increasing the sale of mobile phones

RESEARCH METHODOLOGY Sampling Methodology:
Sample Size Sample Unit Sampling Area 30 respondents (15 Males and 15 Females) Students of BS (Hons) and the Masters have been taken as sample unit. University of Gujrat Sampling techniques (Purposive Sampling, Quota

Sampling Technique Non-Random Sampling)

Research Design
Visited the students across University of Gujrat and gathered information required as per the questionnaire. The project design is Non-probability project design and it is triangulation research project.

Data Collection
Primary Data Primary data has been used by us in the form of Questionnaire, which are the two basic methods of collecting primary data, which are used in all research objectives. Secondary Data Secondary data sources like catalogue of the company, product range book of the company & various internet sites such as nokia.com & google.com have been used.

DATA ANALYSIS AND INTERPRETATION
Q#1: Sex ratio of the respondents. Table # 1 S.NO 1 2 Particulars Female Male Number 15 15 Percentage 100% 100%

35 30 25 20 15 10 5 0 Female Male Total Number Of Respondent Number Of Respondent Percentage Of Respondent

Interpretation The graphical representation of the table shows that out of 30 respondents 15 are Female and 15 are Male. Q#2: Have you purchased any mobile during the past year? Table#2 Number of the Respondents Female Male Percentage of Respondents Female Male

S.NO

Purchased any Mobile During Past Year

1 2

Yes No Total

11 4 30

12 3

73.33% 26.67% 100

80% 20%

16 14 12 10 8 6 4 2 0 Yes No Total Female Male

Interpretation Out of the 30 respondents, 11 female and 12 male say yes they are using mobile phone in past year and 4 female and 3 male are those who are new mobile users. Q#3: Which Mobile phone you are using. Table#3 Name of the Mobile Phones Nokia Samsung LG Sony Ericsson Number of the Respondents Female 1 2 3 4 11 2 2 0 Male 14 0 0 1 Percentage of Respondents Female 73.33% 13.33% 13.33% 0 Male 93.33% 0 0 6.67%

S.NO

5

Others (Specify) Total

0 30

0

0 100

0

16 14 12 10 8 6 4 2 0 Nokia Samsung LG Sony Ericsson Others Total Female Male

Interpretation Out of the 30 respondents, 11 female and 14 male are using Nokia Phone, 2 female are using Samsung, 2 female are using LG and 1 male is using Sony Ericson. Q#4: How long you are using the mobile phone. Table#4 Time Period of using the mobile phones Less than 1 Year 1-2 Year 2-4 Years Above 4 Years Total Number Of Respondents Female Male 4 0 2 2 9 8 0 5 30 Percentage of Respondents Female Male 26.67% 0 13.33% 13.33% 60% 53.33% 0 33.33% 100%

S.NO 1 2 3 4

16 14 12 10 8 6 4 2 0 Less than 1 Year 1-2 Year 2-4 Years Above 4 Years Total Female Male

Interpretation Out of the 30 respondents 4 female are using for less than year, 2 Female and 2 male are using for 1-2years, 9 female and 8 male are using for 2-4 years, 5 male are using for above 4 years Q#6: How often do you change your mobile phone? Table#6 Number Of Respondents Female Male 2 9 8 5 1 1 3 0 29

S.NO 1 2 3 4

Frequency of changing the mobile phones Less than 1 Year 1-2 Year 2-4 Years Above 4 Years Total

Percentage of Respondents Female Male 13.33% 60% 53.33% 33.33% 6.67% 6.67% 20% 0 99%

16 14 12 10 8 6 4 2 0 Less than 1 Year 1-2 Years 2-4 Years Above 4 Years Total 30 Female 15 Male 15

Interpretation Out of the 30 respondents 2 female and 9 male are using for less than year, 8 female and 5 male are using for 1-2years, a female and 1 male are using for 2-4 years, 3 female are using for above 4 years. Q#12: What would you be willing to pay for a mobile phone?

Table#12
S.NO 1 2 3 4 Willingness to pay for mobile phone Less than 10,000 10,001 to 20,000 20,001 to 40,000 Any amount (Specify) Total Number Of Respondents Female Male 9 11 6 3 0 1 0 0 30 Percentage of Respondents Female Male 60% 73.33% 40% 20% 0 6.67% 0 0 100%

16 14 12 10 8 6 4 2 0 Less than 10,000 10,001 to 20,000 20,001 to 40,000 Any Amount Total Female Male

Interpretation The graphical representation shows that out of the 30 respondents, 9 female and 11 male respondents were willing to spend less than 10,000, 6 female and 3 male were willing to spend between 10,001 to 20,000, 1 male was willing to pay between 20,001 to 40,000 and nobody ready to pay any amount. Q#14: Consider the TV advertisement you like ± what brand is it promoting

Table#14
Number of the Respondents Female 1 2 3 4 5 Nokia Samsung LG Sony Ericsson Others (Specify) Total 12 0 1 2 0 30 Male 12 1 1 1 0 Percentage of Respondents Female 80% 0 6.67% 13.33% 0 100 Male 80% 6.67% 6.67% 6.67% 0

S.NO

Name of the Mobile Phones

16 14 12 10 8 6 4 2 0 Nokia Samsung LG Sony Ericsson Others Total Female Male

Interpretation Out of the 30 respondents, 12 female and 12 male like the Nokia advertisement most, 1 male like the Samsung, 1 female and 1 male like the LG , 2 female and 1 male like the Sony Ericson and nobody like others. Q#5: What are the reasons for using the above mentioned models? Table#5 Reason for using the above mentioned model WAP Just to talk on it Use GPRS function Receiving Email Receiving SMS Download Files Other Specifies Number Of Respondents Female Male 1 3 7 10 2 4 0 7 6 3 1 3 0 2 Percentage of Respondents Female Male 6.67% 20% 46.67% 66.67% 13.33% 26.67% 0 46.67% 40% 20% 6.67% 20% 0 13.33%

S.NO 1 2 3 4 5 6 7

16 14 12 10 8 6 4 2 0

Total 30 Female 15 Male 15

Interpretation
This graphical representation show that out of 30 respondents 1 female and 3 male are using WAP, 7 female and 10 male are using for just to talk on it, 2 female and 4 male are using for GPRS function, 6 female and 7 male are using for receiving email, 6 female and 3 male are using for receiving SMS 1 female and 3 male are using for downloading files and 2 mail are using for making notes and multi player games. Q#7: What phone Accessories do you have? Table#7 Accessories have their mobile phones Hands free Bluetooth Head Set USB Data Cable Memory Card (SD Card) Others(Specify) Number Of Respondents Female Male 10 11 4 4 6 6 12 6 0 0 Percentage of Respondents Female Male 66.67% 73.33% 26.67% 26.67% 40% 40% 80% 40% 0 0

S.NO 1 2 3 4 5

16 14 12 10 8 6 4 2 0 Hands Free Bluetooth Head Set USB Data Cable Memory Card Others Total 30 Female 15 Male 15

Interpretation Out of 30 respondents 10 female an 11 male have the accessory of hands free, 4 female and 4 male have the accessory Bluetooth head set, 6 female and 6 male having the USB data cable, 12 female and 6 male having the memory card. Q#8: Latest Mobile facilities which you are aware of:(Can tick multiple boxes of the facilities you know.) Table#8 S.NO 1 2 3 4 5 6 7 Latest mobile phones facilities awareness GPRS 3G MMS Bluetooth Infrared Video Call Other Facilities Number Of Respondents Female Male 10 10 3 1 12 12 13 11 10 9 3 4 0 2 Percentage of Respondents Female Male 66.67% 66.67% 20% 6.67% 80% 80% 86.67% 73.33% 66.67% 60% 20% 26.67 0 13.33%

16 14 12 10 8 6 Male 15 4 2 0 GPRS 3G MMS Bluetooth Infrared Video Calls Other Facilities Total 30 Female 15

Interpretation Out of 30 respondents 10 female and 10 male are aware about the facility of GPRS, 3 female and 1 male are aware about 3G, 12 female and 12 male are aware about MMS, 13 female and 11 male are aware about Bluetooth, 10 female and 9 male are aware about the Infrared,3 female and 4 male are aware about Video Call and2 male are aware about other facilities Making Notes, Multi players games.

Q#9: What is your favorite brand in Mobiles? (Please choose your 3 favorite brands in order of preference from the brands in the table below. 1-most favorite,2 favorite and 3-least favorite.)

Table#9 (a)
Number of the Respondents S.NO Favorite Brand in Mobile Phones Most Favorite 1 2 3 Nokia Samsung LG 13 8 0 Female Favorite 2 4 1 Least Favorite 1 1 1 Most Favorite 86.67% 53.33% 0 Percentage of Respondents Female Favorite 13.33% 26.67% 6.67% Least Favorite 6.67% 6.67% 6.67%

4 5

Sony Ericsson Others (Specify)

1 1

6 0

7 0

6.67% 6.67%

40% 0

46.67% 0

6

5

4 Series 1 Series 2 2 Series 3

3

1

0 Nokia Samsung LG Sony Ericsson Others (Specify)

Interpretation Out of 30 respondents female¶s 13 most favorite brand, 2 favorite and 1 least favorite for Nokia, 8 most favorite brand, 4 favorite and 1 least favorite for Samsung, 0 most favorite brand, 1 favorite and 1 least favorite for LG, 1 most favorite brand, 6 favorite and 7 least favorite for Sony Ericson and in others 1 response for most favorite is Blackberry.

Table#9 (b)
Number of the Respondents S.NO Favorite Brand in Mobile Phones Male Most Favorite 11 0 0 Favorite 1 3 0 Least Favorite 0 2 2 Most Favorite 73.33% 53.33% 0 Percentage of Respondents Male Favorite 6.67% 20% 0 Least Favorite 0 13.33% 13.33%

1 2 3

Nokia Samsung LG

4 5

Sony Ericsson Others (Specify)

1 0

3 0

2 0

6.67% 0

20% 0

13.33% 0

25

20

15 Most Favorite Favorite 10 Least Favorite

5

0 Nokia Samsung LG Sony Ericsson Others

Interpretation Out of 30 respondents male¶s 11 most favorite brand, 1 favorite and 0 least favorite for Nokia, 0 most favorite brand, 3 favorite and 2 least favorite for Samsung, 0 most favorite brand, 0 favorite and 2 least favorite for LG, 1 most favorite brand, 3 favorite and 2 least favorite for Sony Ericson and in others. Q#11: Do you prefer phones to be?

Table#11 (a)
S.NO 1 2 3 Preference mobile phones should be Slim Medium Thick Number Of Respondents Female Male 13 12 3 3 1 0 Percentage of Respondents Female Male 86.67% 80% 20% 20% 6.67% 0

16 14 12 10 8 6 4 2 0 Slim Medium Thick Total Female Male

Interpretation In the width of the mobile phone out of 30 respondent 13 female and 12 male prefer the mobile phone should be Slim, 3 female and 3 male prefer the mobile phone should be Medium and 1 female prefer that mobile phone should be Thick.

Table#11 (b)
S.NO 1 2 3 Preference mobile phones should be Light Medium Heavy Number Of Respondents Female Male 8 12 1 3 0 0 Percentage of Respondents Female Male 53.33% 80% 6.67% 20% 0 0

16 14 12 10 8 6 4 2 0 Light Medium Heavy

Total Female Male

Interpretation In the weight of the mobile phone out of 30 respondent 8 female and 12 male prefer the mobile phone should be Light, 1 female and 3 male prefer the mobile phone should be Medium and nobody prefer that mobile should be heavy.

Table #11 (c)
S.NO 1 2 3 Preference mobile phones should be Small Medium Large Number Of Respondents Female Male 4 2 5 3 0 0 Percentage of Respondents Female Male 26.67 13.33% 33.33 20% 0 0

Chart Title
16 14 12 10 8 6 4 2 0 Small Medium Large Total Female Male

Interpretation In the length of mobile phone out of 30 respondent 4 female and 2 male prefer the mobile phone should be Small, 5 female and 3 male prefer the mobile phone should be Medium and nobody prefer that mobile should be Large. Q#13: Where did you often see the mobile advertisement? S.NO Advertisement for mobile phone Number Of Respondents Female Male Percentage of Respondents Female Male

1 2 3 4
16 14 12 10 8 6 4 2 0 TV

TV News Paper Magazine Online

10 4 4 5

12 5 2 6

66.67% 26.67% 26.67% 33.33%

20% 33.33% 13.33% 40%

Total Female Male

News Paper

Magazine

Online

Interpretation The graphical representation shows that out of 30 respondents 10 female and 12 male mostly see the advertisement for mobile phone through TV, 4 female and 5 male mostly see the advertisement for mobile phone through News Paper, 4 female and 2 male mostly see the advertisement for mobile phone through Magazine, 5female and 6 male mostly see the advertisement for mobile phone through Online.

Q#10: Why you like the brands you chose above? (Please indicate the important of below factors when you choose the brands. 1-very important, 2-somewhat important, 3-neither important nor unimportant, 4-less important, 5- unimportant.)

Table#10 (a)
Number of the Respondents Likeness for choosing the above Mobile Phones Advertisement Female 1 0 2 0 3 5 4 2 5 2 1 0 2 0 Percentage of Respondents Female 3 33.33% 4 13.33% 5

.NO

1

13.33%

2 3 4 5 6 7 8 9

Appearance Price Functions Quality Brand Image Service Recommended by friends Others (Specify)

7 4 11 11 6 7 2 5

3 4 0 3 3 1 2 0

1 1 0 1 1 0 2 0

1 1 0 0 0 0 1 0

1 1 0 0 0 0 0 0

46.67% 26.67% 73.33% 73.33% 40% 46.67% 13.33% 33.33%

20% 26.67% 0 20% 20% 6.67% 13.33% 0

6.67% 6.67% 0 6.67% 6.67% 0 13.33% 0

6.67% 6.67% 0 0 0 0 6.67% 0

6.67%

6.67% 0 0 0 0 0 0

Table#10 (b)
Number of the Respondents Likeness for choosing the above Mobile Phones Advertisement Appearance Price Functions Quality Brand Image Service Recommended by friends Others (Specify) Male 1 1 3 6 7 11 4 5 1 0 2 2 1 2 2 1 2 2 2 0 3 0 4 2 1 1 1 1 2 0 4 0 1 1 0 0 0 1 1 0 5 6 0 1 0 0 4 0 2 0 1 6.67% 20% 40% 46.67% 73.33% 26.67% 33.33% 6.67% 0 2 13.33% 6.67% 13.33% 13.33% 6.67% 13.33% 13.33% 13.33% 0 Percentage of Respondents Male 3 0 26.67% 13.33% 6.67% 6.67% 6.67% 6.67% 6.67% 0 4 0 6.67% 6.67% 0 0 0 6.67% 6.67% 0 5 40% 0

.NO

1 2 3 4 5 6 7 8 9

6.67% 0 0

26.67% 0

13.33% 0

Q#15: Which of the following would impress you the most? (Please indicate the important of below factors when you choose the brands. 1-very important, 2-somewhat important, 3-neither important nor unimportant, 4-less important, 5- unimportant.)

Table#15 (a)
Number of the Respondents S.NO Which one is impress the person 1 1 2 3 4 5 6 7 8 Slogan Picture Color Story Spokesperson Music Recommended by Friends. Others (Specify) Total 30 6 3 0 4 7 8 1 2 2 4 5 1 5 4 1 5 Female 3 2 2 1 1 3 1 0 1 2 1 40% 20% 4 2 5 1 1 26.67% 46.67% 53.33% 6.67% 2 13.33 % 26.67 % 33.33 % 6.67% 33.33 % Percentage of

Fem 3

13.33

13.33

33.33

26.67

6.67%

10

Interpretation: Out of 30 respondents, female¶s 0 very important, 0 somewhat important, 5 neither important nor unimportant, 2 less important and 2 unimportant, Male¶s 1 very important, 2 somewhat important, 0 neither important nor unimportant, 0 less important and 6 unimportant for advertisement. Female¶s 7 very important, 3 somewhat important, 1 neither important nor unimportant, 1 less important and 1 unimportant , Male¶s 3 very important, 1 somewhat important, 4 neither important nor unimportant, 1 less important and 0 unimportant for appearance. Female¶s 4 very important, 4 somewhat important, 1 neither important nor

unimportant, 1 less important and 1 unimportant ,Male¶s 6 very important, 2 somewhat important, 2neither important nor unimportant, 1 less important and 1 unimportant for price. Female¶s 11 very important, 0 somewhat important, 0 neither important nor unimportant, 0 less important and 0 unimportant, Male¶s 7very important, 2 somewhat important, 1 neither important nor unimportant, 0 less important and 0 unimportant for functions. Female¶s 11 very important, 3 somewhat important, 1 neither important nor unimportant, 0 less important and o unimportant , Male¶s 11 very important, 1 somewhat important, 1 neither important nor unimportant, 0 less important and o unimportant for quality .Female¶s 6 very important, 3 somewhat important, 1 neither important nor unimportant , 0 less important and 0 unimportant , Male¶s 4 very important, 2 somewhat important, 1 neither important nor unimportant , 0 less important and 0 unimportant for brand image. Female¶s 7 very important, 1 somewhat important, o neither important nor unimportant, 0 less important and 0 unimportant , Male¶s 5 very important, 2 somewhat important, 1 neither important nor unimportant, 1 less important and 0 unimportant for service. Female¶s 2 very important, 2 somewhat important, 2 neither important nor unimportant, 1 less important and 0 unimportant , Male¶s 1 very important, 2 somewhat important, 2 neither important nor unimportant, 1 less important and 2 unimportant for recommended by friends.

Table#15 (b)
Number of the Respondents S.NO Which one is impress the person 1 1 2 3 4 5 6 7 8 Slogan Picture Color Story Spokesperson Music Recommended by Friends. Others (Specify) Total 30 1 5 5 1 2 7 1 1 3 3 2 5 4 3 1 2 4 4 1 2 2 2 1 2 Male 3 4 2 5 3 2 1 2 1 2 1 6.67% 33.33% 33.33% 6.67% 13.33% 46.66% 6.675 6.67% 20% 20% 2 33.33 % 26.33 % 20% Percentage of

Ma 3

6.67%

13.33

26.67

26.67

6.67%

13.33

10

Interpretation: Out of 30 respondents, female¶s 4 very important, 2 somewhat important, 2 neither important nor unimportant, 2 less important, 1 unimportant, male¶s 1 very important, 5 important, 0 neither important nor unimportant, 2 less important, 3 unimportant for slogan. Female¶s 7 very important, 4 important, 2 neither nor unimportant, 0 less important, 0 unimportant, male¶s 5 very important, 4 somewhat important, 1 neither important nor unimportant, 0 less important, 2 unimportant for picture. Female¶s 8 very important, 5 somewhat important, 0 neither important nor unimportant, 1 less important, 0 unimportant, Male¶s 5 very important, 3 somewhat important, 2 neither important nor unimportant, 2 less important and 1 unimportant for color. Female¶s 1 very important, 1 somewhat important, 5 neither important nor unimportant, 1 less important and 2 unimportant , Male¶s 1 very important, 0 somewhat important, 4 neither important nor unimportant, 2 less important and 2 unimportant for story. Female¶s 0 very important, 5 somewhat important, 0 neither important nor unimportant, 3 less important and 1 unimportant ,Male¶s 2 very important, 1 somewhat important, 4 neither important nor unimportant, 1 less important and 1 unimportant for spokesperson. Female¶s 6 very important, 0 somewhat important, 4 neither important nor unimportant, 1 less important and 0 unimportant , Male¶s 7 very important, 3 somewhat important, 1 neither important nor unimportant, 2 less important and 2 unimportant for music .Female¶s 3 very important, 0 somewhat important, 1 neither important nor unimportant, 0 less important and 1 unimportant , Male¶s 1 very important, 3 somewhat important, 2 neither important nor unimportant, 0 less important and o unimportant for recommended by friends.

FINDINGS/DISCUSSION 
Nokia is the most favorite brand of the college student male and female also. In which 93.33% male and 73.33% female because it is reliable and have durable prices.  80% both male and female 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, bloothooth and memory card.  Almost all students are aware about the GPRS, Bluetooth 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 Sony Ericson.  Mobile users also prefer the mobile on the following attractive features; mostly they prefer for their functions, quality and appearance.  Mostly students prefer slim, light in weight and medium in size handset  Mostly students see advertisement on television 

       

Pictures, color and music are the important factor in advertisement. 13.33% female and 60% male student change their mobile phones less than 1 years 53.33% female and 33.33% male student change their mobile phones within 1-2 years 6.67% female and male student change their mobile phones from 2-4 years 20% female student change their mobile phones above 4 years 13.33% female and male students are using the mobile phones within 1 to 2 years. 60% female and 53.33% male students are using the mobile phones 2-4 years. 33.33% male students are using the mobile phones above 4 years. 60% female and 73.33% male students are ready to pay for a mobile phone less than 10,000 and that is depend on the pocket money of their family and for them also.

After conducting the project we find that; Results indicate that mobile attractiveness has, as expected, a positive and significant impact on mobile preference. These results lead to the non-rejection of our hypotheses. Because there is significant impact of mobile attractiveness feature on preference of mobile.

RECOMMENDATION 
Although Nokia provide durable and reliable and realy affoard able prices but about the appearance Nokia should provide more.  Cellular companies should increase the awareness about the 3G and Video calls services.  Companies should offer more range of Rs. 10,000 or less than 10,000.  LG, Samsung and Sony Ericson should try to expand its market share and also should try to increase the awareness through the television advertisement.  Students 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.

LIMITATION 
A small sample size of 30 students is taken, so we cannot draw inferences about the population from this sample size.  Time period is short and resource constraints.  The scope of the project is limited to the University of Gujrat. So, we cannot say that the same response will exist throughout country.  This study is based on the prevailing student¶s satisfaction. But the student¶s satisfaction may change according to time, fashion, technology, development, etc

REFERENCES
Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The Influence of Advertising on Consumer Brand Preference. Obafemi Awolowo University, Nigeria. Retrieved on 29 Novewmber, 2009. From http://www.krepublishers.com/02-Journals/JSS/JSS-10-0-000-0002005-Web/JSS-10-1-001-076-2005-Abst-PDF/JSS-10-1-009-016-2005-164-Ayanwale-A-B/JSS10-1-009-016-2005-164-Ayanwale-A-B.pdf Czellar, S., & Palazzo, G. (2004). The impact of perceived corporate brand values on brand preference. Université De Lausanne École Des Hautes Études Commerciales, CH ± 1015 Lausanne. Retrieved on 29 Novewmber, 2009. From http://www.hec.unil.ch/cms_irm/WP0401.pdf Manseo. (2009). Extensive Attractiveness of Mobile Phones in Electronics. Retrieved on 18 January, 2010. From http://www.goarticles.com/cgi-bin/showa.cgi?C=2286886 Park, H., & Baek, S. (2007). An Experimental Examination Of Customer Preferences On User Interface Design Of Mobile Services. Springer-Verlag Berlin Heidelberg. Vol. 4557/2007. Yonsei & Hanyang University. Retrieved on 18 January 2010. From http://www.springerlink.com/content/77n376303748131n/fulltext.pdf?page=1

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