ASTUDYONBRANDPREFERENCEOFMOBI

LEPHONEUSERS
INVIRAR

ABSTRACT
Themar
ket
sforMobi
l
ephonesar
eoneoft
hemostt
urbul
entt
odayduet
oincr
eased
Compet
it
ionandchangi
ngconsumerbr
andpr
efer
ences.TheResear
cher
soft
his
paperai
medt
oaddr
esst
hequest
ionbyanal
yzi
ngbr
andi
spr
efer
redmostbymobi
l
e
phoneuser
sinVi
rarci
tywhi
l
epur
chasi
ngmobi
l
ephonesandt
hest
atusandi
mpact
oft
het
echni
cal
,economi
cal
,soci
alandper
sonalcr
it
eri
onbymobi
l
ephoneuser
sin
v
irarandal
sowi
shest
ofoundoutt
hepr
ocessofdeci
sionmaki
ngwhi
l
echoosi
ng
andpur
chasi
ngt
hebr
andedmobi
l
epr
oductwi
thr
espectt
othei
rcur
rentsat
isf
act
ion
l
evelon t
he par
ti
cul
arbr
and.Fort
he r
esear
ch dat
a was col
l
ect
ed f
rom 100
r
espondent
s.Togat
herdat
afr
om 100r
espondent
swehav
esel
ect
edt
hem f
rom
mobi
l
erechar
gecent
ers,mobi
l
ephoneshopsandpubl
i
cpl
acesi
nvi
rarci
ty.The
dat
athus col
l
ect
ed wer
e anal
ysed by usi
ng si
mpl
e per
cent
age anal
ysi
s&
quest
ionnai
resur
vey
.

Key
wor
ds:
Brand,
brandpr
efer
ence,
mobi
l
ephone.

I
NTRODUCTI
ON

Br
andpr
efer
encesar
eusual
l
yst
udi
edbyat
tempt
ingt
opr
ofi
l
eandunder
standl
oyal
consumer
s.I
tist
hei
ndi
cat
oroft
hest
rengt
hofabr
andi
nthehear
tsandmi
ndsof
cust
omer
s. Br
and pr
efer
ence r
epr
esent
s whi
ch br
ands ar
e pr
efer
red under
assumpt
ionsofequal
i
tyi
npr
ice,bat
ter
ydur
abi
l
ity
,camer
aresol
uti
onandsoon.I
n
r
ecentt
imessmar
tphonepl
aysasi
gni
fi
cantr
oleamongt
heuser
stomeetupt
hei
r
numer
ousobj
ect
ivesbyoper
ati
ngt
hei
rdesi
redsmar
tphone.

a.STATEMENTOFTHEPROBLEM:

Al
otofbr
andsofMobi
l
ePhonear
eav
ail
abl
eint
hemar
ket
.Butt
heconsumer
s
pr
eferapar
ti
cul
arbr
andofMobi
l
ePhone.I
nthemoder
nbusi
nesswor
ld,duet
othe
dev
elopmentofsci
enceandt
echnol
ogy
,manynewbr
andshav
ebeeni
ntr
oducedi
n
t
hemar
ketev
eryy
ear
.

b.SCOPEOFTHESTUDY:

Thi
sst
udyi
smai
nlyf
ocusesont
hel
eadi
ngbr
andpr
efer
encef
ormobi
l
ephoneand
t
heat
ti
tudeofconsumer
sbel
ongst
olow,
middl
eandhi
ghi
ncomegr
oupsar
etaken
i
nvi
rarci
ty.

c.AREAOFTHESTUDY:

Thi
sst
udyhasbeenconduct
edbyt
her
esear
cheri
nvi
rarci
tywhi
chi
ssi
tuat
edi
n
VasaiTal
ukaofPal
ghardi
str
ictofMahar
asht
ra.I
tisoneoft
hemaj
orci
ti
esof
Pal
ghardi
str
ictwi
thpopul
ati
onofar
ound4l
akhsandl
i
ter
acyper
cent
ageof92.The
ar
eai
ssel
ect
edf
ort
her
esear
chbecauseofav
ail
abi
l
ityofdi
ff
erentsect
ionsof
peopl
e.

REVI
EW OFLI
TERATURE

 Paul
o,Duar
teandMar
io(
2010)quot
edt
hatsev
eralf
act
orscont
ri
but
eto
br
andpr
efer
ence,especi
all
ythoser
elat
edt
obr
andi
dent
it
y,per
sonal
i
tyand
i
mageand t
hei
rcongr
uencewi
th consumersel
fimage.Themai
n di
rect
ef
fect
sonbr
andpr
efer
encear
ethesel
fimagecongr
uenceandt
hei
dent
it
y/
per
sonal
i
ty and i
mage oft
he br
and.I
n addi
ti
on t
othose,t
he l
evelof
i
nvol
vement
,soci
alenv
ironment
,ri
skper
cept
ion,demogr
aphi
cpr
ofi
l
e,and
pr
oductv
isi
bil
i
tyal
soshowaposi
ti
vei
nfl
uenceonbr
andpr
efer
ence.

 Vasak(
2013)r
efer
sout
comeofr
esul
ti
ngf
rom t
hecust
omer
'spr
e-pur
chase
compar
isonbet
weenofexpect
edper
for
manceandact
ualper
for
mancewi
th
af
for
dabl
ecosti
scust
omersat
isf
act
ion.I
ftheact
ualper
for
manceofser
vice
pr
ovi
dermor
ethancust
omer
s’expect
edt
hatmeanscust
omer
sar
esat
isf
ied.

Ther
esul
tsoft
hei
rst
udyshow t
hatcust
omerser
vicesandpr
icef
air
ness
hav
eaposi
ti
ver
elat
ionshi
pwi
thcust
omersat
isf
act
ion.Ther
esul
tsf
urt
her
show t
hati
ndependentv
ari
abl
esnotonl
yinf
luencedependentv
ari
abl
ebut
compl
ementeachot
heri
nthati
fcust
omerser
vicesar
eofgoodqual
i
ty,t
hen
cust
omer
swi
l
lbewi
l
li
ngt
opaymor
efort
heser
vicespr
ovi
ded.
 OBJECTI
VESOFRESEARCH

 Todet
ermi
net
her
elat
ionshi
psbet
weenbr
andpopul
ari
tyandmobi
l
ephone
br
andpr
efer
ences.

 Toanal
yset
hei
nfl
uenceofpr
omot
iononconsumer
satt
het
imeofbr
and
pr
efer
ence.

 Toknowt
hedur
ati
onofuseofmobi
l
ephonebyt
heuser
s.

 To i
nvest
igat
ethe ext
entt
o whi
ch pr
oductat
tr
ibut
es i
nfl
uenced peopl
e
choi
cesofmobi
l
ephonebr
ands.

 Toknowt
hei
nfl
uenceofpr
icedur
ingt
het
imeofsel
ect
ionofmobi
l
ephone.

RESEARCHMETHODOLOGY

Bot
hpr
imar
ydat
aandsecondar
ydat
ahav
ebeenusedf
ort
her
esear
chpaper
.
Pr
imar
ydat
aincl
udesquest
ionnai
resur
veyofr
espondent
sfr
om t
hest
udyar
ea.
Secondar
ydat
aiscol
l
ect
edf
rom v
ari
ouspubl
i
shedar
ti
clesf
rom j
our
nal
s,books,
and
i
nter
netwebsi
tes.

Sampl
eSi
ze:
Int
hisr
esear
ch,
wehav
etaken100r
espondent
sofv
irarci
tyassampl
e.
Sampl
esi
zewasdet
ermi
nedbyr
andom sampl
i
ngmet
hod.

Tool
sofAnal
ysi
sfort
hisst
udy
:Ther
esul
tswer
eanal
yzedwi
tht
hehel
pofSt
ati
sti
cal
t
ool
ssuchaspi
echar
t,bargr
aphandCr
osst
abul
ati
onhav
ebeenusedt
oanal
yze
t
hedat
aandt
omeasur
etheconsumerbr
andpr
efer
ences.
 ANALYSI
SOFTHESTUDY

1.FREQUENCYDI
STRI
BUTI
ONOFGENDER

Thef
igur
eshowst
hatt
heper
cent
agesofmal
euser
sofdi
ff
erentmobi
l
ebr
andar
e
57.
9%andf
emal
euser
sar
e42.
1%.

2.I
NCOMEWI
SECLASSI
FICATI
ON

Fr
om t
hisdi
agr
am,weobser
vet
hatpeopl
ewi
thl
esst
han10000i
ncomegr
oupar
e
pur
chasi
ngmor
emobi
l
ephoneandt
hei
rper
cent
agei
s43.
5andl
ess30000i
ncome
ar
e30.
4%,
andl
esst
han50000ar
e23.
9%andr
estar
eabov
e50000.
 3.BRANDPREFERENCE

Wef
oundt
hathi
ghestper
cent
ageuser
sofsmar
tphonebr
andi
nVi
rari
sMI
andt
hei
rper
cent
agei
s26.
3.Thesecondhi
ghestper
cent
ageuser
sar
eVI
VO
smar
tphonebr
andandt
hei
rper
cent
agei
s25.Thet
hir
dhi
ghestuser
sar
e
Samsung phone br
and and t
hey ar
e 17.
9% and OPPO user
s ar
e 8.
9%
r
espect
ivel
y.MIsmar
tphoneuser
spr
efer
ri
ngt
hei
rownbr
andast
hebest
br
andasot
her
sli
ket
hei
rownpr
efer
redbr
and.

4.SOURCESOFAWARENESS

Theabov
edi
agr
am r
efl
ect
sthat55.
4% oft
her
espondent
sknow aboutt
hemobi
l
e
phonet
hroughonl
i
ne,
50%oft
her
espondent
sknowaboutt
hemobi
l
ephonet
hrough
t
elev
isi
on,35.
7% oft
he r
espondent
s know aboutt
he mobi
l
e phone t
hrough
newspaper
,25%knowaboutt
hemobi
l
ephonet
hroughout
dooradv
ert
isi
ng.

5.DURATI
ONOFUSI
NGMOBI
LEPHONE

Wef
oundt
hatdur
ati
onofusi
ngmobi
l
ephonei
s1-
2year
s-36.
8%,2-4 y
ear
s–
17.
5%,l
esst
hanoney
ear
sis29.
8%,abov
e4y
ear
sis15.
8% i
nvi
rarci
tyamong
peopl
e.Somostoft
hemobi
l
ephoneuser
spr
efer
ingt
ouset
hesamemobi
l
ephone
f
oraper
iodofl
esst
hanoney
ear
.

6.PRI
MEOBJECTI
VEOFUSI
NGMOBI
LEPHONE

Wef
oundt
hatpr
imeobj
ect
iveofusi
ngmobi
l
ephonei
spl
ayi
nggame,br
owsi
ngi
s
24.
1%,20.
4% i
sforj
ustt
otal
koni
t,14.
8% i
srecei
vi
ngmai
l&SMS,
11.
1% i
sfor
downl
oadi
ngf
il
eshencef
ore.

7.SATI
SFACTI
ONOFCHOI
CE&PRI
CE

Wecamet
oknowt
hat
,peopl
einv
irarci
tyar
ewi
l
li
ngt
opayi
nther
angeof10000–
20000r
upeesf
orpur
chasi
ngmobi
l
ephonear
e55.
4% and25% ar
eforl
esst
han
10000r
upees,
14.
3%f
or20000–40000r
upeesandot
her.

So,
final
l
ymostofpeopl
ear
esat
isf
iedwi
tht
hei
rchoi
ceandhar
dlyf
ewwoul
dli
ket
o
changet
hei
rchoi
ceandsomef
elti
twaswast
eofmoneyandnonbr
andedphonear
e
al
sogood.But90%peopl
eli
ket
her
ebr
andedphones.
 CONCLUSI
ON

Eachbr
andhasi
tsposi
ti
oni
nthecust
omer
smi
ndanddel
i
ver
sasetofv
alues
per
cei
ved hi
ghert
hant
hoseofot
hercompet
ing br
ands.A br
and ser
vesasan
assur
ance t
othe cust
omer
s aboutpr
oductper
for
mance.Br
and pr
omi
ses t
he
cust
omert
odel
i
vert
hest
atedbenef
it
s.Cust
omer
spr
efert
hosebr
andswhi
chf
ulf
il
l
oroutper
for
mthei
rrequi
rement
s.
Fr
om t
hest
udyi
tcanbeconcl
udedt
hatt
hepeopl
einVi
rarci
typr
eferMIbr
andof
mobi
l
ephoneasi
tdel
i
ver
sthehi
gherv
alueofmoneyt
hant
hecompet
ingbr
ands.
Mostoft
he peopl
e geti
nfor
mat
ion r
egar
ding mobi
l
e phones f
rom t
elev
isi
on,
newspaperandi
nter
net
.Vi
rarpeopl
epr
efert
hemobi
l
ephonewhi
chpr
ovi
dest
he
f
aci
l
iti
esl
i
keGPRS,
SMSandE-mai
lfaci
l
ity
,anddownl
oadi
ngf
aci
l
iti
es.Theyuset
he
di
ff
erentphoneaccessor
iessuchasBl
uet
oot
h,camer
a,memor
ycar
d,dualSI
M car
d,
USBdat
acabl
eandheadphone.Themobi
l
ephoneswhi
chpr
ovi
det
hesef
aci
l
iti
es
ar
emost
lypr
efer
redbr
ands.Thepeopl
einv
irarchanget
hei
rhandset
sin1t
o3y
ear
s
becauseoft
henew mobi
l
ephonesar
ecomi
ngwi
tht
heupdat
edt
echnol
ogyand
i
nnov
ati
on.Theyar
ereadyt
ospendRs.10000t
oRs.20000ont
hebr
andedmobi
l
e
phonewhi
chi
snotr
elat
edt
othei
rfami
l
yincomel
evel
s.
Fr
om t
hisi
tcanbeconcl
udedt
hatcust
omer
swantt
hemobi
l
ephonewi
thmedi
um
pr
icer
angeandwi
thdi
ff
erentf
aci
l
iti
eswhi
chenabl
est
hem t
ocommuni
cat
eandget
i
nfor
mat
ioni
ndi
ff
erentway
s.
 BI
BLI
OGRAPHY

1.Paul
o A.
O.,Duar
te and Mar
io L.
B.,(
2010)A PLS Modelt
o st
udybr
and
pr
efer
ence:
Anappl
i
cat
iont
omobi
l
ephonemar
ket
.

2 Basak,M.K.(
2013)
.Impactofadv
ert
isementofconsumergoods on
consumerbr
andpr
efer
ence.

3 Av
ail
abl
e:ht
tp:
//www.
sli
deshar
e.net
/badhon11-
2104/
the-
impact
-
of
adv
ert
isement
-of
-consumer
-goods-
on-
consumer
-br
and-
pref
erence.

4 ht
tp:
//www.
indi
anmba.
com/
Facul
ty_
Col
umn/
FC1260/
FC1260a/
fc1260a.
html

5 www.
spr
iger
li
nk.
com