Comparative Study On Brand Image Towards Vivo and Oppo Mobile Phone Users in Hassan City

COMPARATIVE STUDY ON BRAND IMAGE TOWARDS VIVO AND OPPO
MOBILE PHONE USERS IN HASSAN CITY
CHAPTER 01
INTRODUCTION
COMPARISONANALYSIS
Describe comparative analysis as comparison analysis. Use comparison analysis to measure the
financialrelationshipsbetween variables over two or more reporting periods. Businesses use comparative
analysis as a way to identify their competitive positions and operating results over a defined period.
Largerorganizations may often comprise the resources to perform financial comparative analysis monthly or
quarterly, but it is recommended to perform an annual financial comparison analysis at a minimum.
BRAND
A brand is an identifying symbol, mark, logo, name, word and/or sentence that companies use to distinguish
their product from others. A combination of one or more of those elements can be utilized to create a brand
identity. Legal protection given to a brand name is called a trademark.
BRAND IMAGE
Brand image means the image of a particular brand in market and in eyes of people. Brand image decides the
popularity of a brand in market. A brand having good brand image is considered more popular than a brand
with low image.
COMPONENTS OF BRAND IMAGE

There are three components to a brand image: attributes, consequences and brand personality. It is perhaps
more inclusive to think of a brands image as encompassing all the associates that a consumer has for that
brand: all the thoughts, feelings and imagery-even colors, sounds and smells - that are mentally liked to that
brand in the consumer’s memory.
First comes the attributes, attributes means qualities or functions or advantages of a particular brand. A brand
is known by its attributes i.e. the qualities it offers. Attributes effect the brand image i.e. a product or brand
with lot of advantages in comparison to its nearest substitute is considered more suitable. Thus it enhances the
brand image. Then come the consequences, consequences mean the effect of the product. The product or
brand which gives ultimate good result is considered good brand. Thus, consequences also effect brand image.
HRIHE, Hassan Page 1

Last component of brand image is brand personality. Brand personality includes associations with particular
characters, symbols, endorsers, life styles and types of users.
Together, such brand personality associations create a composite image of a brand. It gives the brand a sense
of human; it makes you feel a brand as a person. Thus it characterized it as adventurous, head strong,
undependable, excitable etc. Brand personality also anociate feelings with brand. Like fun, excitement
withPepsi, taste, health with honey. Brand personality also creates an anociation of that brand with certain
important life values, such as exciting life, the search for self -respect, the need to be intellectual, the desire
for self-expression etc. Finally what often matters more than the specific personality attributed to brand is the
question of whether a brand has any clear personality at all. Thus, it could be said that the brand personality of
a "brand as a person", is used by various advertising agencies and marketing client companies.
Thus, these are the 3 components of brand image. Brand image is an important tool for making effective sales.
Brand image builds the confidence in customers. A product which owns high brand image is always at an
advantage in comparison to products with low brand image. Thus, brand image can be described as
impression of brand in eyes of customers.
BRAND POLICIES & STRATEGIES

The manufacturer can use any of the following:
1. Family or Blanket Branding

In using a family or blanket branding strategy, the manufacturer chooses to apply the same brand name to all
the products. Firms such as Kissan, Amul, Britannia& Philips use this strategy. This decision is adopted
generally when the products are similar in terms of marketing mix strategies i.e. they use same distribution
channels, communication channels etc. Family branding strategy have some important advantages firstly due
to it will less time by customers to accept the product. Secondly there will be no need of brand name research
and thirdly consumer response to the new product will be sooner. Its only disadvantage is that it should be
very particular about quality of product, as it should be very particular about quality of product, as it should be
at the level of existing product. Thus, this is Family or Blanket Branding. It provides a cover over all its
products & all are known by its that's why it is called Blanket Branding.

2. Individual brands
When a firm produces or sells diverse products, it may not be appropriate to use one family or blanket brand
name. Colgate, general foods etc. market a variety of products that would not be amenable to family branding.
Individual branding strategy allows firms to develop different images and positions for each of their products.
Individual brands are costly to introduce, since each new product must be heavily advertised to establish brand
awareness. Thus, individual branding helps in increasing market share of that company but under different
brand names and products.
3. Mixed branding strategy

In many large companies, product line expansion occurs in different directions so that new families of
products may be planned when a new product is conceived. In this case, the firm will use a mixed branding
strategy with similar products carrying a family brand name and different products with individual brand
name. The strategy is employed when the product line expands so that new products are quite different from
other products, therefore requiring a unique name and marketing strategy.
4. Trade name and individual brands

The last strategy that may be employed by the firm is to anociate the company name with an individual brand
of each product. In this, the company name provides some legitimization and the individual name some
differentiation for the new product. This strategy, as in family branding carries the risk of negative association
of all products but it provides with an advantage of low cost of introduction, as brand is known to customer.
BRAND NAME RESEARCH

The choice of Brand name is an inherent part of marketing strategy designed to result in a successful new
product launch is well recognized. Research is often conducted to determine the image that a number of
alternative brand names may convey to the end user. The objective of this research is to identify which brand
name conveys the desired image before the new product is launched.

TECHNIQUES USED FOR BRAND NAME RESEARCH ARE

1. Rank order
Rank Order technique, a sample of present users of potential users would be asked to rank the alternative
brand names for a specified new product in their order of preference. The brand name that receives the highest
preference ranking would be adopted as the brand name. This technique is simple to employ and can be
completed quickly without great expense.
2. Scaling
Scaling techniques are often employed to determine end-user reactions to characteristics conveyed by the
brand name. If the firm wanted to convey an image of strength, aggressiveness etc. it would select the brand
name that consumer identify with these attributes.
3. Motivational research techniques

The objective of motivational research should not be to select the final brand name but to indicate which one
or two words appeal most to the target market colour, packing, printing and other factors used to display the
brand name will all affect its performance.
These are the ways to determine brand name. Brand name is the first impression that customer gets. Thus, it
helps in a great way to build a strong, positive brand image.
Brand image is the perception of brand among present customers, potential customers and in market. A brand
owning a strong image always rules the market and makes effective sales. Thus it’s very important for
companies to acquire a high brand image.
IMPORTANCE OF BRAND NAME

Consumer brand preference means to which brand consumers gives importance and priority.
A brand is a name, term, symbol or design or a combination of these that gives identification to the maker and
seller of a product or service. Brand is an important part of a product, it gives a name, an identification of
product, and moreover branding can add value to a product. Mostly people choice the product by its brand.

Example
A bottle of white leinen perfume will be perceived as a high quality expensive product but if the same
perfume is in unmarked bottle it would be viewed as lower quality product even if the frequency, quality etc.
i.e. are other incidents are identical. This clarifies that a branded product is always preferred in comparison
with non-branded product.
Brands also tell the buyer something about product quality; a regular buyer knows that they will get same
feature, quality and advantages each time they buy the product. A good name can add greatly to a product
success.
Attitudes are expressions of inner feelings that reflect whether a person is favorably or unfavorably pre-
disposed to some object or brand. Attitudes are not directly observable but are inferred from what people say
or what they do.
Example
If a researcher carries out a survey and finds that a consumer consistently uses a product and also recommend
it to friend, it will to concluded that consumer have a positive attitude towards that product.
To survive in such a competitive environment it is quiet necessary to understand liking and disliking of the
customer. Consumer attitude help to know about what is their view about product.
Customer is the central point of all marketing activities. Thus, it becomes very necessary to know about his
attitude because customer attitude decides the position of product in market.
IMPORTANCE OF STUDY OF CONSUMER ATTITUDES & BRAND

PREFERENCE
In present context, it is very important to study consumer attitudes, as it’s a competitive world if a
manufacturer doesn't know about consumer attitudes he become outdated and couldn't stay in market for long.
The study of consumer nature helps in following:
1. Price Policy.
2. Decision regarding channel distribution.
3. Production policy.
4. Consumer Satisfaction.

INDUSTRY PROFILE
MOBILE PHONE
A mobile phone, cell phone, cellphone, or hand phone sometimes shortened to simply mobile, cell or
just phone, is a portable telephone that can make and receive calls over a radio frequency link while the user is
moving within a telephone service area. The radio frequency link establishes a connection to the switching
systems of a mobile phone operator, which provides access to the public switched telephone network (PSTN).
Modern mobile telephone services use a cellular network architecture, and, therefore, mobile telephones are
called cellular telephones or cell phones, in North America. In addition to telephony, 2000s-era mobile phones
support a variety of other services, such as text messaging, MMS, email, Internet access, short-range wireless
communications (infrared, Bluetooth), business applications, video games, and digital photography. Mobile
phones offering only those capabilities are known as feature phones; mobile phones which offer greatly
advanced computing capabilities are referred to as smartphones.
The first handheld mobile phone was demonstrated by John F. Mitchell and Martin Cooper of Motorola in
1973, using a handset weighing c. 2 kilograms (4.4 lbs). In 1979, Nippon Telegraph and Telephone (NTT)
launched the world's first cellular network in Japan. In 1983, the DynaTAC 8000x was the first commercially
available handheld mobile phone. From 1983 to 2014, worldwide mobile phone subscriptions grew to over
seven billion—enough to provide one for every person on Earth. In first quarter of 2016, the
top smartphone developers worldwide were Samsung, Apple, and Huawei, and smartphone sales represented
78 percent of total mobile phone sales. For feature phones (or "dumbphones") as of 2016, the largest were
Samsung, Nokia, and Alcatel.
HISTORY
A handheld mobile radio telephone service was envisioned in the early stages of radio engineering. In
1917, Finnish inventor Eric Tigerstedt filed a patent for a "pocket-size folding telephone with a very thin
carbon microphone". Early predecessors of cellular phones included analog radio communications from ships
and trains. The race to create truly portable telephone devices began after World War II, with developments
taking place in many countries. The advances in mobile telephony have been traced in successive
"generations", starting with the early zeroth-generation (0G) services, such as Bell System's Mobile Telephone

Service and its successor, the Improved Mobile Telephone Service. These 0G systems were not cellular,
supported few simultaneous calls, and were very expensive.
The first handheld cellular mobile phone was demonstrated by John F. Mitchell and Martin
Cooper of Motorola in 1973, using a handset weighing 2 kilograms (4.4 lb). The first commercial automated
cellular network (1G) analog was launched in Japan by Nippon Telegraph and Telephone in 1979. This was
followed in 1981 by the simultaneous launch of the Nordic Mobile Telephone (NMT) system in Denmark,
Finland, Norway, and Sweden. Several other countries then followed in the early to mid-1980s. These first-
generation (1G) systems could support far more simultaneous calls but still used analogcellular technology. In
1983, the DynaTAC 8000x was the first commercially available handheld mobile phone.
[The Motorola DynaTAC 8000X. First commercially available handled cellular mobile phone in 1984.]
In 1991, the second-generation (2G) digital cellular technology was launched in Finland by Radiolinja on

the GSM standard. This sparked competition in the sector as the new operators challenged the incumbent 1G
network operators.
Ten years later, in 2001, the third generation (3G) was launched in Japan by NTT DoCoMo on
the WCDMA standard.This was followed by 3.5G, 3G+ or turbo 3G enhancements based on the high-speed
packet access (HSPA) family, allowing UMTS networks to have higher data transfer speeds and capacity.
By 2009, it had become clear that, at some point, 3G networks would be overwhelmed by the growth of
bandwidth-intensive applications, such as streaming media. Consequently, the industry began looking to data-
optimized fourth-generation technologies, with the promise of speed improvements up to ten-fold over
existing 3G technologies. The first two commercially available technologies billed as 4G were

the WiMAX standard, offered in North America by Sprint, and the LTE standard, first offered in Scandinavia
by TeliaSonera.
5G is a technology and term used in research papers and projects to denote the next major phase in mobile
telecommunication standards beyond the 4G/IMT-Advanced standards. The term 5G is not officially used in
any specification or official document yet made public by telecommunication companies or standardization
bodies such as 3GPP, WiMAX Forum or ITU-R. New standards beyond 4G are currently being developed by
standardization bodies, but they are at this time seen as under the 4G umbrella, not for a new mobile
generation.
EVOLUTION OF MOBILE PHONES, TO AN EARLY SMARTPHONE.
TYPES OF SMARTPHONE
Smartphones have a number of distinguishing features. The International Telecommunication Union measures
those with Internet connection, which it calls Active Mobile-Broadband subscriptions (which includes tablets,
etc.). In the developed world, smartphones have now overtaken the usage of earlier mobile systems. However,
in the developing world, they account for around 50% of mobile telephony.
1. Feature phone
Feature phone is a term typically used as a retronym to describe mobile phones which are limited in
capabilities in contrast to a modern smartphone. Feature phones typically provide voice calling and text
messaging functionality, in addition to basic multimedia and Internet capabilities, and other services offered

by the user's wireless service provider. A feature phone has additional functions over and above a basic
mobile phone which is only capable of voice calling and text messaging. Feature phones and basic mobile
phones tend to use a proprietary, custom-designed software and user interface. By contrast, smartphones
generally use a mobile operating system that often shares common traits across devices.
2. Kosher phone
There are Orthodox Jewish religious restrictions which, by some interpretations, standard mobile telephones
overstep. To deal with this problem, some rabbinical organizations have recommended that phones with text-
messaging capability not be used by children.[14] Phones with restricted features are known as kosher phones
and have rabbinicalapproval for use in Israel and elsewhere by observant Orthodox Jews. Although these
phones are intended to prevent immodesty, some vendors report good sales to adults who prefer the simplicity
of the devices. Some phones are approved for use by essential workers (such as health, security, and public
service workers) on the Sabbath, even though the use of any electrical device is generally prohibited during
this time.
3. General
Mobile phones are used for a variety of purposes, such as keeping in touch with family members, for
conducting business, and in order to have access to a telephone in the event of an emergency. Some people
carry more than one mobile phone for different purposes, such as for business and personal use. Multiple SIM
cards may be used to take advantage of the benefits of different calling plans. For example, a particular plan
might provide for cheaper local calls, long-distance calls, international calls, or roaming.
The mobile phone has been used in a variety of diverse contexts in society.
For example
A study by Motorola found that one in ten mobile phone subscribers have a second phone that is often kept
secret from other family members. These phones may be used to engage in such activities as extramarital
affairs or clandestine business dealings.
Some organizations assist victims of domestic violence by providing mobile phones for use in emergencies.
These are often refurbished phones.
The advent of widespread text-messaging has resulted in the cell phone novel, the first literary genre to
emerge from the cellular age, via text messaging to a website that collects the novels as a whole.

Mobile telephony also facilitates activism and public journalism being explored by Reuters and Yahoo! and
small independent news companies such as Jasmine News in Sri Lanka.
The United Nations reported that mobile phones have spread faster than any other form of technology and can
improve the livelihood of the poorest people in developing countries, by providing access to information in
places where landlines or the Internet are not available, especially in the least developed countries. Use of
mobile phones also spawns a wealth of micro-enterprises, by providing such work as selling airtime on the
streets and repairing or refurbishing handsets.
In Mali and other African countries, people used to travel from village to village to let friends and relatives
know about weddings, births, and other events. This can now be avoided in areas with mobile phone coverage,
which are usually more extensive than areas with just land-line penetration.
The TV industry has recently started using mobile phones to drive live TV viewing through mobile apps,
advertising, social TV, and mobile TV. It is estimated that 86% of Americans use their mobile phone while
watching TV.In some parts of the world, mobile phone sharing is common. Cell phone sharing is prevalent in
urban India, as families and groups of friends often share one or more mobile phones among their members.
There are obvious economic benefits, but often familial customs and traditional gender roles play a part. It is
common for a village to have access to only one mobile phone, perhaps owned by a teacher or missionary,
which is available to all members of the village for necessary calls.

COMPANY PROFILE
VIVO
Vivo is a leading global smart phone brand focusing on introducing products with professional-grade
audio, extraordinary appearance, and fast and smooth user experience. Vivo was founded in 2009 as a sub-
brand of BBK Electronics. The brand entered thetelecommunication and consumer electronics industry with
landline phones and wireless phones. In 2011, Vivo started manufacturing and marketing
its own range of smart phones. Vivo entered the Indian market in 2014.
Currently 20,000 operators work in Vivo, and 3,000 engineers are in four R&D centers inDongguan,
Shenzhen, Nanjing and Chongqing. From hardware design and manufacture,to software development
(Android based Fun touch OS), Vivo has built a complete andsustainable ecosystem.
HISTORY OF VIVO
Vivo smart phone company is started by BBK which is a Music Phone company. Vivo is a China
based smart phone company which founded in 2009 by Shenwei. The Headquarter is situated at Dongguan,
Guangdong, China. The parent company of vivo is BBK electronics.
Registered in 2009 and listed in 2011, vivo's brand has been verified in more than 100 countries and
regions around the world until 2015. The year of 2015 marks the full launch of international exploration. The
first group of overseas markets includes India, Thai, Malaysia and Indonesia.
It is a 50-50 joint venture between Petugal telecom and Telephonica Mobiles. It is a premium brand in
China. It has 40% of market share in china.

CORPORATE HISTORY OF VIVO
1995~1996
1. In September, 1995, Guangdong BBK Electronics Industry Co., Ltd was founded.
2. In October, 1996, the Company obtained ISO9002 International Quality System Approval.
3. In November, 1996, BBK Electronics had its commercial ads played during prime time on CCTV.
1997~1998
1. In November, 1997, BBK Electronics won the bid for commercial ads during prime time on CCTV as
top bidder.
2. In 1997, BBK cordless phones were recommended “Consumer Trustworthy Products” by China
Consumer Protection Foundation.
3. In August, 1998, Beijing Sino Marketing Research Co., Ltd worked out a ranking for retail sales of
main brand phone sets and conducted a survey of their market share, indicating that BBK phone sets
hold the largest domestic market share.
4. In October, 1998, BBK phones was on the exhibition for “Scientific and Technological Achievements
over the Past 20 Years of Reform and Opening up to the Outside World” as the only modern phone
brand, and collected by the Museum of the Chinese Revolution.
1999
1. In May 1999, BBK phone set plant successfully passed ISO9001 certification.
2. In June 1999, Mr. DuanYongping, GM of BBK Electronics was awarded as one of 20 “Millennium
Leaders” in the commercial and financial circle in Asia by Asian Weekly.
3. In October 1999, the Company title-sponsored the BBK World Cup Men’s Table Tennis
Tournament‘99.
2007~2013
1. In July, 2007, we had the honor to invite Ms. Song HyeKyo a Korean star to speak for BBK music
phones.
2. In April, 2010, we exclusively title-sponsored “If You Are the One” reality dating show on Jiangsu TV
in the name of BBK Music Phones.

3. In July, 2010, BBK Music Phones established strategic partnership with MTV for global music TV
broadcasting.
4. In May, 2011, we exclusively title-sponsored “Super Girls 2011” singing contest on Hunan TV in the
name of BBK Music Phones.
5. In November, 2012, we held a press conference at the Water Cube in Beijing and witnessed the bird of
vivo X1.
6. In January, 2013, we exclusively title-sponsored “Happy Camp” reality show on Hunan TV in the
name of Vivo Phones.
INDIAN HISTORY OF VIVO

It enters into India in 2014 December with the name of world slimmest phone X5 MAX. Its head
office is in Delhi. Very soon vivo will be manufactured in India as the construction is already started in
Gurgaon Delhi. With-in three months it achieve21% of the market share in India and it is targeting acquire 6
to 7 % of Indian market with in the year of 2017.
The mobile phone industry has entered the era of smart phones; consumers now have quite different
views and demands of mobile devices. In this context, BBKhave started a new mobile phone brand “vivo” for
smart phone era, which is theirpromotion focus over the years to come. BBK is a corporate brand, which has
carriedyears of reputation for reliable quality and strong manufacturing capability serving new brand vivo.In
modern times, with the Italian opera getting more and more popular, wefeel it is quite hard to express our
amazement and compliment of masterpieces by musicmasters like Verdi and Puccini. Therefore, the word
vivo has been employed, which addsimplications like likeness and vitality of outstanding arts to the word
vivo.
In short, vivo does not only convey “dynamics and vitality”, but also expresses our heart-felt respect to
heroes, masterpieces and the like. Its primitive but concise pronunciation is the very first response we have the
minute we witness the birth of newborns or occurrence of great events.
WORK CULTURE
Work culture plays an important role in extracting the best out of employeesand making them stick to the
organization for a longer duration. The organization must offer a positive ambience to the employees for them
to concentrate on their work rather than interfering in each other’s work.

The staff there is very nice and kind. They provide all the primary &secondary servicesthose other
companies. They are up to date with technology. I like to visitin this company as compared to another. This
vivo company is good. Culture in the Organization involves a system of employee’s behaviors, beliefs,
attitudes and value. It develops over time and is passed on from one generation of workers to the next. It is
also a reflection of what organizational leadership value.
Example
The Google workplace culture is bases on “10 Things we know to be true.” Need for information crosses all
borders “and” You can be serious without a suit. “In addition to an overall culture, there are subcultures
within anOrganizationCharacteristics of a work Culture in Sadguru Vivo mobiles:
1. Employees have cordial relationship with each other.

2. Employees are treated as one.
3. Motivate the employees.
4. MBO system is followed.
5. Promote team building activities to bind the employees together
MISSION
1. To customers, we promise to provide quality products and superior services.
2. To employees, we commit to build up harmonious work atmosphere of mutualrespect.
3. To business partners, we shall furnish a fair and square cooperative platform onthe basis of equality
and mutual benefit.
4. To shareholders, we are devoted to rendering higher investment returns than average.
VISION
“To become a healthy world –class enterprise for long”
CORE VALUE
“Vivo India general business principles describe our group’s core values, responsibilities and the principles
&behavior by whichwe do business.”

OUR VALUE
Vivo India employees share a set of core values:
1. Integrity
2. Team Spirit
3. Superior Quality
4. Sustained Learning
5. Customer Orientation
ADVANCED R&D SYSTEM
We have taken independent research and development, and technical innovation as key approaches to enhance
our core corporate competitiveness since establishment, with considerable investment in building up R&D
centers to specialize in research and development of electronic information products.
We have established R&D centers in Meilin, Shenzhen and Changan, Dongguan, Guangdong, China,
responsible for research and development of mobile phone products. Currently, the R&D centers provide jobs
to 800 R&D and designing personnel, and have become medium-scale full-time mobile communication R&D
institutes

STRICT QUALITY CONTROL SYSTEM

We believe that the product quality is guaranteed by design instead of management. We manufacture and
operate up to international standards for quality assurance, and have passed the International Quality System
Authentication ofISO9001. Our tens of inspection procedures add to the strict quality assurance system and
help vivo communications products to be known as superior-quality products.
MODERNIZED MANUFACTURING SYSTEM

We own computerized SMT workshops and modernized assembly workshops, which consist of around 30
production lines, with monthly production capacity of more than 1 million units. vivo manufacturing also
features a complete and advanced testing and manufacturing process control, which are operated by a
professional technological development and testing team.
CUSTOMER
PRODUCT
Currently vivo provided two categories of product i.e. ‘x’ category and ‘y’ category. ’x’ category product
names are x3s,xshot,X5Max Pro and x5max.’y’ category product names are y11,y15,y22 and y28.

Price chart
‘x’ series ‘y’ series
NAME MRP MOP NAME MRP MOP
X3S 15990 14990 Y11 6990 5990
XSHOT 20990 19990 Y15 8990 7990
X5MAX 30990 29990 Y22 9990 8990
X5MAX PRO 29980 28980 Y28 10990 9990
SEGMENTATION
DEMOGRAPHIC SEGMENTATION
On the basis of age And income
AGE OCCUPATION MODEL

18-30Yr Below 10,000 Y11,Y15,Y22,Y28
22-30Yr 10k-20k Y28,X3S
26-35 15k-25k X3S,XSHOT
30-40 25k-40k XSHOT,X5MAX,X5MAX PRO
GEOGRAPHIC SAGEMENTATION
Urban cities like Bhubaneswar, Cuttack, Puri, Rourkela and Berahampur etc.
PSYCHOGRAPHIC SEGEMENTATION
1. Social class - Middle class, lower-middle, upper-middle, upper-class, lower-upper, Upper- Upper.
2. Life style - Students, Corporate People, Office Persons etc.
3. Personality - Ambitious, Smart and Stylist people.
BEHAVIORAL SEGEMENTATION
Loyalty status
1. Split loyal-buy 2or 3 brands
2. Shifting loyal-shift one brand to another
3. Switcher-no loyalty to any brand

User status - Potential user, first time user, regular users.
Usage rate - Medium, heavy product users.
Benefit-Easy access and new features.
Attitude- Positive, Enthusiastic, Indifferent.
PRODUCT POSITIONING
Vivo creates smart products that have excellent appearance, professional acoustic fidelity, extreme video
display, and
joyful experience for vigorous, young and fashionable urban main stream groups. vivo dare to pursue
perfection and
constantly create surprise.
Currently in Bhubaneswar vivo divide the total market into 5 zones.
Zone-1: Bapuji Nagar
Zone-2: Sahid Nagar
Zone-3:CRP
Zone-4: Damana
Zone-5: Old town
Every zone have one promotion team consist of some promotional executive and one TL(team
leader).On the other hand every zone have some outlets. Where vivo position it’s product with the help of
promotion team and many promotional tools like Arc gate, Movable mascot, Fixed mascot and Canopy etc
.As a whole vivo position its products in big malls and colleges of 5 zones (CRP, Sahid Nagar, Bapuji Nagar,
Damana and Old town) in Bhubaneswar and also other district like Puri, Cuttack, Barahampur and Rourkela.
DISTRIBUTION CHANNEL OF vivo

Distribution
Distribution is the process of moving a product from its manufacturing source to the customers with the help
of intermediaries.

Distribution channel
It is the set of interdependent organizations involved in the process of making a product or service available
for use or consumption. It is the way products and services get to the end-user, the customer. For every
company distribution channel plays very important role. A stronger the distribution channel increases the
sales, attracting customer, increase company goodwill on the other hand avoid channel conflict.
vivo has a very strong distribution channel. Vivo uses a Three-level channel that consists of Regional office,
Distributer and Retailer.
COMPETETIORS
The major competitors of vivo smart phones are Micromax, Samsung, Sony, HTC, LG etc.
SWOT ANALYSIS
SWOT ANALYSIS OF VIVO SMART PHONE
STRENGTH WEAKNESS
Innovative features Limited product line

Better sale service Less credibility
Fun touch operating system High range price
Better promotion and sales team New to the industry
OPPORTUNITY THREATS
More no. of potential customer Strong competition

Huge market Perception of the customer
Other smart phone company’s
DIRECT MARKETING
Direct Marketing is the interactive use of advertising media, to stimulate and (immediate) behavior
modification in such a way that this behavior can be tracked, recorded, analyzed, and stored on a database for
future retrieval and use.” Direct marketing is a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to
send its messages directly to consumers, without the use of intervening media. The second characteristic is
that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct
marketing involves an emphasis on tractable, measurable positive responses from consumers regardless of
medium.
Direct Marketing (DM) is an interactive system of marketing that:

1. Uses one or more advertising media to effect a measurable customer response
2. Or transaction at any location
3. And stores information about that event in a database.
FORMS OF DIRECT MARKETING

DIRECTMAIL
MARKETING
CATALOG
MARKETING KISOKMARKING
TELEVISION TELEMARKING
VIVO DIRECT MARKETING

vivo has various types of direct marketing. Which includes?
1. Kiosk marketing
2. Catalog marketing
3. Television
KIOSK MARKETING:
a. Kiosk-a small, temporary, stand-alone both used in high foot traffic areas for marketing
purposes.
b. A kiosk will usually be manned by one or two individuals who help attract attention to the
booth get new customers.

c. The name describes new stands, refreshment stands, and freestanding cart whose vendors sell
many items
d. vivo is organizing kiosk marketing in front of different mobile outlets every day in different
locations of Bhubaneswar.
e. Attracted a lot of people who came in and stopped by the kiosk and got information about the
vivo smart phone.
f. vivo is also targeting the college youth as it organized a kiosk marketing in colleges.
g. Organized kiosk marketing campaign in BIITM which is one of the best MBA College in
Bhubaneswar.
h. The objective of this is to create awareness of the product and to increase sales.
i. And I was the part of this kiosk marketing and we succeed in it.
j. Attracted a lot of people who came in and stopped by the kiosk and got information about the
vivo smart phone.
k. vivo is also targeting the college youth as it organized a kiosk marketing in colleges.
l. Organized kiosk marketing campaign in BIITM which is one of the best MBA College in
Bhubaneswar.

Catalog marketing
a. In this type of marketing seller prepare catalogues of merchandise or products and sells directly
to customers.
b. Catalogues are generally in printed form but can also be distributed in the form of CDs.
c. To reduce printing and distribution cost catalogues are being increasingly made on line.
d. Products of same company which are different may be combined in one catalog to grab
attention of all category customers.
DIRECT RESPONSE MARKETING OR TV MARKETING

a. Direct marketing via television has two basic forms:
1. Long form usually half hour or an hour that explained the product in detailed and commonly non as
Infomercial.
2. Short form which refers to typical 30 to 60 seconds that asks viewer for immediate response
b. Vivo is having the short form which shows the advertisement of vivo x5 max
OPPO

INTRODUCTION
Electronics Corporation, commonly known as OPPO, is a Chinese consumer electronics brand. The
OPPO industrial park is based in the Guangdong province. The industrial park stands on a massive area with
its production as well as research & development units. BBK Corporation is the parent company of OPPO.
BBK got established in the year 1995. This multinational specialized company is specialized in electronics
with their vast range of products such as television, mp3 players, digital cameras and more. The other
subsidiaries of BBK apart from OPPO are VIVO and One Plus. The headquarter and production base of BBK
is established in Chang’an, Dongguan. BBK is a giant organization in China, who is one of the biggest tax
payers to the government of the people’s republic of China. HISTORY In the year 2001, OPPO registered
their name globally in Sweden. And in the year 2004, OPPO finally established in China. With a strong
passion for exploring the unknown world, OPPO has tapped into fields such as MP3s, MP4s, high-end videos
& audios, phones and mobile internet. In 2005, OPPO launched their first product MP3, followed by MP4 in
the year 2005.
OPPO entered the mobile industry in the year 2008. In 2009, OPPO entered the American market with
their classy blur-ray players. This product helped OPPO to get recognition in the American market as a
leading electronics giant. In 2011, OPPO launched their first smartphone along with their mobile internet
product called “Keke”. From the year 2012, OPPO has prioritized their smartphones products with great
innovations and by this time has made their position with good image. Presently, OPPO has expanded their
operation in 28 countries all over the globe with south-east Asia and south Asia being the prime consent.
Apart from these, they are running their operations in some parts of Australia, Africa, middle east& north
America.
HISTORY OF OPPO
In the year 2001, OPPO registered their name globally in Sweden. And in the year 2004, OPPO finally
established in China. With a strong passion for exploring the unknown world, OPPO has tapped into fields
such as MP3s, MP4s, high-end videos & audios, phones and mobile internet. In 2005, OPPO launched their
first product MP3, followed by MP4 in the year 2005. OPPO entered the mobile industry in the year 2008. In
2009, OPPO entered the American market with their classy blur-ray players. This product helped OPPO to get
recognition in the American market as a leading electronics giant. In 2011, OPPO launched their first
smartphone along with their mobile internet product called “Keke”. From the year 2012, OPPO has prioritized
their smartphones products with great innovations and by this time has made their position with good image.
Presently,OPPOhasexpandedtheiroperationin28countriesallovertheglobewithsouth-eastAsia
andsouthAsiabeingtheprimeconsent.Apartfromthese,they are runningtheiroperationsinsome parts of Australia,
Africa, and Middle East&NorthAmerica
2001
2005 2004
OPPO Launched in China
OPPO's First MP3 Player

2006
First MP4 Player

Feature Phone
2008
OPPO Enters Mobile Phone Market Smartphone
2011
First Smartphone: Find Me

2013
Find 5, N1, Color OS
2014
2014
R1, Find 7, N1mini Full Transition to 4G
R1, Find 7, N1mini Full Transition to 4G
2014
N3,R5
Still Pushing Forward

OPPO GLOBAL BUSINESS
OPPO is relentless in the pursuit of the latest technology, the highest hardware quality standards and in
delivering the best user experience possible. We design, manufacture, and promote our own products to assure
customers of reliable and the highest end products
POSSIBLE FROM BEGINNING TOEND
Since its founding in 2004, OPPO has consistently strived to deliver users this ideology across the globe.
Having successfully entered into the mobile phone market in 2008, OPPO began looking at expansion into
international markets in 2010 and opened its first overseas business in April of 2010 in Thailand.Today,
OPPO is present in 21 marketsworldwide.
From the start, OPPO’s products have pushed boundaries. As OPPO continues to expand into new markets,
the goal of making our products more accessible around the globe without compromising product service and
quality has never beenclearer.
CULTURE AND PHILOSOPHY
At OPPO, we believe that true innovation is all about changing, renewing or creating more effective products
that make life simpler. A core part of OPPO’s company culture lies in its commitment to working with its fans
to develop and deliver the best products possible, through openness to customer feedback. OPPO's brand
philosophy is summed up in the phrase “The art of technology”. It conveys our business principles of honesty,
integrity and ethics. OPPO is consistent in its determination to not only do things right, but also to do the right
thing in any given situation.
OPPO is wholeheartedly inspired by its customers. OPPO co- develops products with customers based on
their feedback on both the hardware and software user experience. OPPO has adopted a strategy of rapid
release for smartphone development, releasing firmware updates as well as expanding its reach and service
across the globe.

VISION
“TO become a healthier, long-term sustainable enterprise representing China in the world market”
The vision demonstrates the goal of OPPO. They want to establish not only their brand name, but also
want to let the world market know the higher & better quality that a Chinese brand can offer.
MISSION
“To allow extra-ordinary people enjoy perfect technology”
OPPO believes in random and constant innovation. They want their users to get to experience of
extraordinary taste, exquisite pursuit and perfect determination. They ensure that every product should be of
high-quality and be a style of art. 3 VALUES “BENFEN”- That’s the only term when OPPO thinks about
their values. Basically, BENFEN means always doing the right thing in the right way, valuing the cooperation
without taking advantage of others. BENFEN means more than just integrity. Even in the absence of
promises, the right thing will naturally be done. OPPO considers zero tolerance policy for corruption,
attacking other competitors and doing other part-time jobs. OPPO believes that attacking competitors will not
make their own brand better, but instead will confuse and worsen the consumer’s trust for the technology
world.
MARKETING STRATEGIES BY OPPO
1. Newer and better products
a. oppo mobile launch World’s first rotating camera with flash light
b. O-touch panel, world’s first Smartphone with rear touch back panel
c. O-click, a Bluetooth remote camera trigger and a device locator in oppo N1
d. Oppo launch oppo finder worlds slimmest phone just 6.65
e. Oppo develop VOOC rapid charge the world fastest and safest mobile device charging
technology
2. Focus on mobile features

Oppo mobile focus on mobile features according to market oppo develop color os for develop new
feature in mobile motions and gestures for a easy using, for a security
3. Control mop in market

Oppo mobiles focus on control mop in market for save dealers profit
4. Brand building
Brand building was one of the major tasks it had in hand. It went with Bollywood stars
HrithikRoshan and SonamKapoor as its brand ambassador. "We feel that Hrithik and Sonam are
elegant and truly match with Oppo's brand image. OPPO, new partner of FC Barcelona for next 3
year.
5. New products
Oppo launch new mobiles and develop new features in mobile like neo5 Wi-Fi display for increase
sale
6. Events
Oppo doing event for making customer relationship and brand awareness and oppo also doing event
in cultural days like diwali, new year , other cultural days and every month celebrate oppo day and in
these event give gifts to customers and also otheroffer.
7. Schemes todealers
Oppo mobile give schemes to dealers like trip on sale 500pcs and also give to branding offers and
promoters for sale product and also give extra profit on mobile.
INNOVATIONS

Striving for perfection is what drives OPPO towards innovation. OPPO has a pretty strong and large
R&D team consisting of around 1500 members. They follow open innovations; even grassroots innovation is
also encouraged. About 30% of the R&D budget is poured into technology pre-research.
The patent portfolio of OPPO includes deploying important patent technologies, purchase/exchange
patents and participating in 5G standard formulations. According to the press conference held by the State
Intellectual Property Office of P. R. China on January 14, 2016, Guang Dong OPPO Mobile
Telecommunications Co. Ltd. Ranked 4th among all and 2nd among the telecommunication companies for the
number of patent applications for inventions. According to the report of 2016, they ranked 6th among all.
BRAND MISSION & POSITIONING

“Delivering a delightful experience through meticulous design & smart technology.” OPPO follows a
variant strategy for branding their products to their consumer target group.
They maintain a strong brand guideline and try to maintain a good image. They also follow a no
discount policy in the market for their product sales. 4 From the brand positioning point of view, OPPO
strictly sticks to 4 points in showcasing their product. Those are:
• Trendsetting:
The love for beauty drives them hugely. Their desire is to create beautiful products both inside and
outside. The products are stylish, with cutting-edge designs and always try to stay a step ahead from their
competitors.
• Young at Heart:
They try to maintain a youthful outlook by being curious, vibrant, free & open.
• Meticulous:
They act like creating a masterpiece while designing their products. It’s not about the look only, but
also how the product will feel is equally important.
• Innovative:
OPPO believes that innovation is not only about the next game changing breakthrough; rather it is
about smartly applying the right technology with purpose. PRODUCT RANGE OPPO products are
considered to be of premium quality. The product offers are also of premium range. Psychological pricing or
odd pricing is the strategy followed by OPPO. In Hassan, currently they are offering 7 products of different
ranges that start from BDT 11990 up to BDT 32990. All of these products are smartphones, as they don’t
focus or manufacture low priced smartphones or bar phones.

PRODUCT RANGE
OPPO products are considered to be of premium quality. The product offers are also of premium range.
Psychological pricing or odd pricing is the strategy followed by OPPO. In Hassan, currently they are offering
7 products of different ranges that start from BDT 11990 up to BDT32990. All of these products are
smartphones, as they don’t focus or manufacture low priced smartphones or bar phones.
CURRENT OPPO PRODUCTS IN THE MARKET
SPECIFICATIONS of OPPO A37

Price 11990
OS Android 5.1, Color OS 3.0
Network 2G/3G/$G
CPU Qualcomm Snapdragon (410), 64-bit,
Quad core 1.2 GHz
GPU Adreno 306
RAM 2GB LPDDR3
ROM & SD Card 16 GB, 128 GB
Screen 5”
Resolution 720 x 1280 pixels
PPI 294 PPI
Camera 8MP rear; 5MP front
Battery 2630mAh (non -removable)

Price 14990
OS Color OS 3.1, Android 7.1.1 (Nougat)
Network 2G/3G/4G

CPU MTK 6750 Octa core 1.5 GHz

GPU Mali MT860
RAM 2GB
ROM & SD Card 16GB, 256GB
Screen 5.2"
PPI 282 PPI
Camera 13 MP rear ,5 MP front
Battery 3000 mAh (non -removable)

Price 18990
OS Android 6.0; Color OS 3.0
Network 2G/3G/4G
CPU Qualcomm Snapdragon 435; Octa Core
1.4 GHz
GPU Adreno 505
RAM 3GB
Screen 5.2"
PPI 282 PPI
Camera 13 MP rear, 16 MP front
Battery Non-removable Li-poly 2900 mAh

Price 19990
OS Color OS 3.2 Based on Android 7.1.1
(Nougat)
Network 2G/3G/4G
CPU Octa-Core 2.5GHz Media tekHelio P23
GPU Mali G71 950MHz, 2-Cores
RAM 3GB
Screen 5.7"


PPI 282 PPI
Camera 13 MP rear ,5 MP front
Battery 3000 mAh (non -removable)
SPECIFICATIONS of OPPO F3
Price 20990
Network 2G/3G/4G
CPU MTK 6750T; Octa-core: 1.5GHz
GPU Mali-T860MP2
RAM 4GB
Screen 5.5"
PPI 401 PPI
Camera 13MP rear; 16+8MP Front
Battery Non-removable Li-Poly 3200 mAh
SPECIFICATIONS of OPPO F5 Youth

Price 21990
(Nougat)
Network 2G/3G/4G

CPU Octa-Core 2.5GHz Media TekHelio P23

GPU Mali G71 950MHz, 2-Cores
RAM 3 GB LPDDR4x - 1866MHz
Screen 6"
Resolution 2160 x 1080 Pixel
PPI 402 PPI
Camera Front: 16 MP, Rear :13 MP
Battery 3200 mAH Li-PO, (Non-Removable)
SPECIFICATIONS of OPPO F5
Price 24990
(Nougat)
Network 2G/3G/4G
GPU Mali G71
RAM 4 GB
Screen 6"
Resolution 2160 x 1080 (FHD+)
PPI 402 PPI
SPECIFICATIONS of OPPO F5 Heavy

Price 32990
(Nougat)
Network 2G/3G/4G
GPU Mali G71
RAM 6 GB
Screen 6"

Resolution 2160 x 1080 (FHD+)

PPI 402 PPI
SPECIFICATIONS of OPPO F3 Plus

Price 40900
Network 2G/3G/4G
CPU Qualcomm 635 Pro MSM6976 Pro; Octa
core: 1.95GHz
GPU Adreno 510
RAM 4 GB
Screen 6"
PPI 367 PPI
Camera 16MP rear; 16+8MP Front
Battery Non-removable Li-Poly 4000 mAh
ACHIEVEMENTS
OPPO is a member of OHA (Open Handset Alliance). For excellence technological advancement,
OHA said,” OPPO designs & manufactures innovative digital devices that convey a sense of youthfulness and
excitement for its customers in China as well as worldwide.” In the year 2013, the OPPO N1 received huge
recognition from all the sectors. It received the CNET Editor’s Choice award, where it was said “The OPPO
N1 easily takes the cake as this year’s most innovative smartphone.” The Android Authority claimed “There is
some real out of the box thinking here.” 5 OPPO has gained popularity for their innovations in the designs,
fast charge technology (VOOC) and the photography. Over time OPPO has emphasized much on the selfie
technology to gain pace with the recent trends. The “5 Firsts” in selfie innovation are:
• OPPO was the first to offer built-in beautify software technology in 2012. This beautification
function eventually became the standard for other android phone brands and can be found in many android
models today.
• The first to introduce a 5MP front camera in 2012, with Ulike2 for the selfie addicts.
• Released 13MP rotating camera smartphone.
• Released 16MP motorized rotating camera smartphone.
• In 2017, released the first selfie expert with 120 degree wide-angle & 16MP dual camera. Apart
from these, a pure borderless visual form with a stunning Skyline notification light in Find7, and “six-string”
antenna lines made for seamless metal body for R9 series are notable. The revolutionary introduction of the
VOOC technology actually made the world believe that charging can be done in short time. This is a
trendsetter in the mobile industry.
As per IDC report, OPPO has been ranked as No. 4 smartphone brand globally in shipment volume
for 2 years since 2015. There are more than 200,000,000 global users. According to the end of 2016, OPPO
shipped more than 200 million smartphones around the world, with a major percentage of users being under
40.
STATEMENT OF THE PROBLEM

Customer satisfaction is at the core of human experience, reflecting our liking of a company’s business
activities. The market changed rapidly and the costumer’s preferences also changed frequently. The project is
about study of costumer’s satisfaction towards oppo and vivo and to know the actual satisfactory level of
customers.
SCOPE OF THE STUDY

The choice of Brand name is an inherent part of marketing strategy designed to result in a successful new
product launch is well recognized. Research is often conducted to determine the image that a number of
alternative brand names may convey to the end user. The objective of this research is to identify which brand
name conveys the desired image before the new product is launched.
The objective of motivational research should not be to select the final brand name but to indicate which one
or two words appeal most to the target market colour, packing, printing and other factors used to display the
brand name will all affect its performance.
These are the ways to determine brand name. Brand name is the first impression that customer gets. Thus, it
helps in a great way to build a strong, positive brand image.
Brand image is the perception of brand among present customers, potential customers and in market. A brand
owning a strong image always rules the market and makes effective sales. Thus it’s very important for
companies to acquire a high brand image.
OBJECTIVES OF THE STUDY

1. To identify the brand image of oppo and vivo.
2. To study the factors effecting the brand image.
3. To study implementation of the factors on brand image of vivo and appo.
4. To compare the factors of both the brands.
5. The outcome of the comparison.
RESEARCH METHODOLOGY
1. Primary Data
Primary data is information that you collect specifically for the purpose of your research project. An
advantage of primary data is that it is specifically tailored to your research needs.
a) Questionnaires
2. Secondary Data

Secondary data refers to data which is collected by someone who is someone other than the user. Common
sources of secondary data for social science include censuses, information collected by government
departments, organizational records and data that was originally collected for other research purposes
a) Internet
b) Journals
c) Articles
STATISTICAL TOOLS TO BE USED

1. Graphs
2. Tables
3. chi-squared test:-
A chi square statistic is a measurement of how expectations compare to results. The data used in calculating
a chi square statistic must be random, raw, mutually exclusive, drawn from independent variables, and drawn
from a large enough sample.
FORMULA
LIMITATIONS OF THE STUDY
1. It is a research of individual it posed shortage time to conduct of research

2. Some of the respondent not able to understand the question pertaining to research.
3. opinion may be fluctuated
4. The study is restricted in Hassan city only and cannot be generalized to other district of Karnataka
state.

CHAPTER 02
LITERATURE REVIEW
A literature review surveys scholarly articles, books, dissertations, conference proceedings and other
resources which are relevant to a particular issue, area of research, or theory and provides context for a
dissertation by identifying past research. Research tells a story and the existing literature helps us identify
where we are in the story currently. It is up to those writing a dissertation to continue that story with new
research and new perspectives but they must first be familiar with the story before they can move forward.

PURPOSE OF A LITERATURE REVIEW
1. Identifies gaps in current knowledge.

2. Helps to avoid reinventing the wheel by discovering the research already conducted on a topic.
3. Sets the background on what has been explored on a topic so far.
4. Increases the breadth of knowledge in the area of research.
5. Helps to identify seminal works in the area.
6. Allows providing the intellectual context for the work and positioning the research with other, related
research.
7. Provides with opposing viewpoints.
8. Helps to discover research methods which may be applicable to the work.
FOLLOWING ARE SOME OF THE LITERATURE REVIEW
Gaurav Jindal and Mayank Jain (2002)1 identified thatwithout continual growth and progress, such words
as improvement, achievement, and success have no meaning.” -Benjamin Franklin Mobile industries seem to
follow this quote very well. A continuous growth and progress have become motto of these industries. New
technologies are being developed every other day to mark the continuous growth of industry. Every company
is willing to provide new features and easy to use interface to their customers. But perfection is a thing which
comes with time. This paper will include various features, advantages, lacking of major mobile operating
systems which includes iOS by Apple, Android by Google and Symbian of Nokia. With the analysis, I have
found that once a major market share holder Symbian is now on a verge to be history, while new operating
systems are at a boom due to new technology and features, iOS has still been able to conserve its market share
with frequent updations.
(Devendra Singh Kushwaha and Dr. Vikash Kumar Singh) 2 Many people have adequate knowledge
about different mobile phones and their companies but a very few of them know something about operating
systems. It is very important to know about different mobile OS used by a number of companies so that we
can actually know that what is behind our smartphone’s smooth and colorful touchscreen. The main purpose
of this study is to discuss the different comparative studies on mobile operating system. Now a day's different

mobile phone companies are competing in the market each having its own hardware and software. Each
company mobile phone has its own interface and they are looking to provide new features to their customers.
Each company use different operating system like Apple using iOS, Samsung using Android and Nokia using
Symbian. In this study we will discuss about the various mobile technologies along with the different mobile
operating systems available in the market and the difference between them.
(Naseer Ahmad and Muhammad WaqasBoota) 3Nowadays rapidly increasing technology is mobile phone
technology in telecommunication sector. This mobile device technology has great effect on everyone’s life.
This technology has reduced the burden of people in their daily life. To manage the rising demand for such
mobile devices, numerous operating systems came in the market as a platform upon which modern application
can be produced. As a result, numbers of platforms and essential depository describe these platforms;
customers may or may not be aware of these platforms that are appropriate for their needs. In order to solve
this issue, we examine the most famous mobile phone operating systems to decide which operating system is
most suitable for developers, business applications as well as casual use. In this paper we make assessment on
the popular operating systems of mobile devices available in the business market, and on behalf of such
assessment we distinguish that operating system OS is much useful of its particular characteristics compared
with other systems.
Role of Brand Identity in Developing Global Brands 4 This paper has focused on reviewing brand identity
as an integral strategic component in developing global brands via figuring out literature sources along with
the case practices on apple iPhone and Samsung Smart Phone Brands. Researchers followed an approach as
literature review along with case review to connect theory into practice by sourcing the formally published
evidences. Paper provides the insights on how empirical findings being shared in literature reviews connecting
the concept of Band Identity into brand related concepts and models whilst special reference is made on how
the said two global brands being reviewed as cases in the literature sources. Researchers suggest propositions
along with a conclusion in the forms of teaching and learning notes par with the essentials of the case-based
piece of work.
(Ahmed Ali)5The main purpose of this study is to discuss the different comparative studies on mobile
operating system. From the last few years with the use of mobile, the mobile technology is also increasing at a
fast speed. Now a day's different mobile phone companies are competing in the market each having its own
hardware and software. Each company mobile phone has its own interface and they are looking to provide

new features to their customers. Each company use different operating system like Apple using iOS, Samsung
using Android and Nokia using Symbian. In this study we will give, you review of different comparative
studies on mobile operating systems done by different authors.
Cobb - walgren, Ruble, and Donthu6 Found that the brand with the greater advertising budget yielded
substantially higher levels of brand equity. In turn, the brand with the higher brand equity generated
significantly greater preference and purchase intension. Advertising spending causes brand equity. Or that a
lack of spending on advertising will destroy the value of a brand. Further they quoted that one of most
interesting implications for advertising strategy is that products which are lower in risk and involvement may
depend even more heavily on differences created through advertising than products at the other end of the
spectrum. The difference in brand preference for high verses low equity brands was significantly greater for
less involvement products than the high involvement products. This is because, for high involvement products
consumer consider wide range of features, with brand name being one of many attributes evaluated. For low
involvement products where fewer features are likely to be evaluated, a brand name might serve as a ‘halo’
through which consumers can make a quick assessment of the brand.
D’Souza and Rao7 Found in their study a strong evidence that effects of advertising repetition can show up
even in mature product categories. Specifically, they establish statistically significant relationship between
advertising and brand share, preference for brand name and brand choice.
HossainPavel8Quoted that brand preference is significantly correlated with customer’s repurchase intention.
Therefore, it is important to the management of the company to make their brand preferable to the customers
by taking necessary steps like more promotional measures to uplift the image of the brand, to enhance the
budget regarding the brand related issues. Customer satisfaction is also the significant variable that has a
definite influence over brand preference. It is considered to be a very significant factor to satisfy the existing
as well as the potential customers.
(Ms. DeepaIngavaleDr. A. G. SuryawanshiMr. K. V. Marulkar) 9 Branding has always been an important

aspect of marketing. Brand is a powerful differentiator in a highly competitive market place. It provides the
company the power to deflect competitive moves. A strong brand rings trust, confidence, comfort and
reliability in the customer’s mind. Brands live in the minds of consumers and are much more than just a tag
for their recognition and identification. They are the basis of consumer relationship and bring consumers and

marketers closer by developing a bond of faith and trust between them. The promise of brand is consistent
with reliable quality, service and overall psychological satisfaction.
Jonathan, Lee, Janghyuk, Lee and Lawrence, Feick, (2001) 10analyzed that moderating role of switching
costs in the customer satisfaction-loyalty link; and to identify customer segments and to retain them. Thus the
purposes of this paper are: to examine the moderating role of switching costs in the customer satisfaction-
loyalty link; and to identify customer segments and then analyze the heterogeneity in the satisfaction-loyalty
link among the different segments. An empirical example based on the mobile phone service market in France
indicates support for the moderating role of switching costs. Managerial implications of the results are
discussed.
Chu-Mei Liu (2002)11 Inferred that Branding is important to manufacturers, retailers and consumers. Brands
with higher brand equity have higher sales. The growth of mobile phone subscriptions is considerably faster in
the Philippines. Advertising and promotion are undertaken through cooperation between the service providers
and mobile phone manufacturers. The study tries to find out the effects of the different activities on consumer
choice of mobile phone brands.
Fred Robins, (2003)12 Analyzed that the marketing of the next generation of mobile phones. It begins with
comments on the state of the telecom industry and draws attention to elements of technological and product
convergence, highlighting the point that while industry convergence on digital technology is a fact, today’s
mobile telephony marketplace is nonetheless characterized by three generations of technology and the latest
generation, 3G, embraces three related but competing standards. The research examines 2G, 2 and a half G
and 3G developments around the world and identifies factors relevant to the marketing of 3G, including
recognition of geographical and user diversity and the consequent need for marketers to keep these various
user perspectives in mind. However, customer desire for personalization, including personalized 3G services,
is important features of the marketplace, as will be the availability of simple, secure payment systems.
Sriram, Chintagunta and Neelamgham (2004) 13Found that intrinsic brand preference have a much bigger
effect on the performance of the brand than the inclusive value which reflects model level prices, product
attributes, and the length of the brand’s product line. Further they found that some brands can increase their
advertising expenditure and still increase their profitability.

HeikkiKarjaluoto, JariKarvonen et al, (2005)14 Had analyzed that Mobile phone markets are one of the
most turbulent market environments today due to increased competition and change. Thus, it is of growing
concern to look at consumer buying decision process and cast light on the factors that finally determine
consumer choices between different mobile phone brands. On this basis, this research deals withConsumers’
choice criteria in mobile phone markets by studying factors that influence intention to acquire new mobile
phones on one hand and factors that influence on mobile phone change on the other are some general factors
that seem to guide the choices. The two studies show that while technical problems are the basic reason to
change mobile phone among students; price, brand, interface, and properties are the most influential factors
affecting the actual choice between brands.
SerkanAydin, GökhanÖzer, ÖmerArasil, (2005)15Had focused on to measure the effects of customer

satisfaction and trust on customer loyalty, and the direct and indirect effect of “switching cost” on customer
loyalty. The findings of this study show that the switching cost factor directly affects loyalty, and has a
moderator effect on both customer satisfaction and trust.
Ayanwale, Alimi and Ayanbimipe (2005)16 Quoted that brand preference does exist in the food drink
industry. Many consumers do not buy whatever is available or affordable if a product is good value for its
price, it will command brand loyalty. However advertising helps to project product quality and value before
the customers.
DelVeccio, Henard, Freling (2006)17quoted that sales promotion neither a positive nor a negative effect on
brand preference beyond the promotion period. While the overall mean effect is not statistically significant
this does not suggest that sales promotion do not affect brand preference. Consistent with the notion that
multiple mechanism may affect post promotion preference. Sales promotion either undermines or augments
brand preference depending on the promotion and the characteristics of the product being promoted.
Kurt Matzler, Sonja Bidmon, Sonja Grabner-Kräuter, (2006)18 Explore the relationship among two
personality traits (extraversion and openness), hedonic value, brand affect and loyalty. It argues that individual
differences account for differences in the values sought by the consumer and in the formation of brand affect
and loyalty. It was found that extraversion and openness are positively related to hedonic product value and
that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influence brand
affect which in turn drives attitudinal and purchase loyalty.

JaakkoSinisalo, JariSalo, HeikkiKarjaluoto, MattiLeppäniemi, (2007)19 States that the purpose of this
study is twofold. First, in order to guarantee a coherent discussion about mobile customer relationship
management (MCRM), this paper presents a conceptualization of MCRM delineating its unique
characteristics. Second, the authors develop the empirically grounded framework of the underlying issues in
the initiation of MCRM. Researchers have identifies issues that can be divided into three categories
(exogenous, endogenous and MCRM-specific) the company has to take into account when moving towards
MCRM.
Anne Martensen, (2007)20 Examine tweens' (8-12 year-olds) satisfaction with and loyalty to their mobile
phones and the relationship between these. The results indicate that tweens are far more satisfied with their
mobile phones than adults are and that the mobile phones fulfill children's expectations to a much higher
degree. Still, brands are not able to turn tweens into loyal customers who will recommend their mobile phones
to friends. Tweens' loyalty is lower than what is experienced for adults and the relationship between
satisfaction and loyalty is very weak.
RamakrishnanVenkatesakumar, D. Ramkumar and P. ThillaiRajan, (2008) 21 Confirms that Brand

loyalty and brand switching behavior of the consumers are evergreen issues of research and strategic
importance to the marketers and academic researchers. The current research aims to address the significance
of product attributes in brand switching behavior through multi-dimensional scaling and results suggest that a
set of product attributes trigger the intention to switch the current brand.
AstaSalmi, Elmira Sharafutdinova, (2008)22Signifies that the general features (high power distance,
femininity, high uncertainty avoidance) characterizing Russian culture affect preferred mobile phone design.
Long-term values are seen, for example, in family orientation, which affects the use of mobile phones.
Changing cultural and socio- economic features are seen in the strict division of consumers into distinct
segments. Current aspects of society, such as high level of street crime, are apparent in the desired features of
products. The emerging Russian markets seem to consist of very different consumer groups and
simultaneously represent both old and new cultural features and norms. Design has become a central tool for
affecting product marketing, and an influential community of designers and a design industry are emerging.

Chen and Chang (2008)23Found that Brand equity has significantly positive effect on both brand preference
and brand loyalty. The effect of brand equity on purchase intention is also significant.
Shibashish, Chakraborty and KalyanSengupta (2008) 24Endeavors to make a detailed study on important
demographic variables of customers affecting brand switching of customers. This study will highlight
pertinent aspects of prediction of switching proclivity of customers from one service provider to another.
The Dream Catchers Group (2008)25Investigated if demographic variables or if telephone features included
on phones students already owned were predictive of young consumers' perceptions of bundled features. In
addition, this study set out to determine if there were any significant differences in students' perceptions of
bundled features across demographic variables (rural vis-a-vis HBCU, gender, grade level, cellular telephone
brand, major, and age).
Brenda, Mak, Robert Nickerson and Henri Isaac (2009) 26Investigates the factors affecting the attitudes
towards the social acceptance of mobile phones in public places and how this attitude affects its usage Results
of the analysis indicate that the attitudes about mobile phone use in public places depend on country, and age
factors. This attitude in turn significantly affects the usage frequency of mobile phones. In addition, usage
frequency also is affected by gender and work status.
Wafa' N. Muhanna ; Awatif M. Abu-Al-Sha'r (2009)27Aims at investigating Jordanian university

undergraduate and graduate students' attitudes towards the learning environment where cell phones are used as
learning tools in classroom. The study comprised two independent variables, level and gender, as covariates.
The findings indicate that undergraduates are more favorable to cell phone environment than graduate
students. The study also reveals that cell phone has more influence on male students than on female students.
Paulo, Duarte and Mario (2010)28Quoted that several factors contribute to brand preference, especially those
related to brand identity, personality and image and their congruence with consumer self- image. The main
direct effects on brand preference are the self- image congruence and the identity/ personality and image of
the brand. In addition to those, the level of involvement, social environment, risk perception, demographic
profile, and product visibility also show a positive influence on brand preference.

Bronnenberg, Dube, and Mathew (2010)29 Wrote that much of consumer’s observed willingness to pay for
brands may reflect the influence of past experiences. Heterogeneity in brand capital explains a substantial
share of geographic variation in purchases. Brand capital evolves endogenously as a function of customer’s
life histories, and decays slowly once formed. Brand capital can explain large and long lasting advantages to
first movers. Brand preferences play an especially important role in categories with high levels of advertising
and social visibility.
ArvindSahay and Nivedita Sharma (2010)30 Focused on brand relationships are indeed important for
different categories of young consumers; second, to investigate the effect of peer influence, family influence,
and brand relationships on switching intentions amongst young consumers; and third, to look at the impact of
price changes on switching intentions in the context of brand relationships. Researcher’s results suggest that
young consumers develop relationships on all brand relationship dimensions.
HandeKimiloglu, V. AslihanNasir, SüphanNasir,(2010) 31Aims to discover consumer segments with

different behavioral profiles in the mobile phone market. Pragmatic consumers are found to give high
importance to the functional, physical and convenience-based attributes of the product. The abstemious group
also gives importance to functionality along with design. While value-conscious consumers focus strongly on
price, the charismatic segment represents the want-it-all group valuing many attributes such as technological
superiority, practicality, durability, functionality, and design. The study also includes findings and discussions
about the differences these clusters display in terms of their involvement and loyalty styles.
Hans Kasper, JoséeBloemer, Paul H. Driessen, (2010) 32has thrown light on how consumers cope with
confusion caused by overload in information and/or choice. The paper investigates whether consumers who
face different degrees of confusion use different coping strategies depending upon their decision-making
styles. The researchers found that consumers of mobile phones can be characterized by combinations of
decision-making styles and find three clusters based on decision-making styles: “price conscious and
cautious” consumers, “brand-loyal and quality-driven” consumers, and “functionalist” consumers. Results
show significant main effects of the degree of confusion and the decision-making styles on the use of coping
strategies as well as a significant interaction effect of these two.
Luca Petruzzellis (2010)33 Referred and concluded that technology nowadays is overcome by customer
preferences and needs. In particular, the role of the brand is to be analyzed with respect to its influence in

shifting customer preferences from the technical performances (tangible elements) to the emotional/symbolic
ones (intangible elements). The researchers had provided an analysis of the brand attitude and perception
tested and viewed through user eyes.
ShakirHafeez ; SAF Hasnu (2010)34States that Customer satisfaction is a crucial element for the success of
all businesses. One of the biggest challenges for a market is how to satisfy and retain the customers. This
study is based on Mobilink’s prepaid customers. The findings suggest that overall customer satisfaction and
customer loyalty is comparatively low among the customers of Mobilink. The Customer loyalty in Pakistan’s
mobile sector is relatively low because it is an emerging industry, new players are entering in this market and
customers are more fascinated to try the new service providers. However it is expected that when the industry
will be well established, the results will be more comparable to other studies.
Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010) 35 Emphasis on customer loyalty and
customer switching cost. Switching cost is one of the most discussed contemporary issues in marketing in
attempt to explain consumer behavior. The present research studied switching cost and its relationships with
customer retention, loyalty and satisfaction in the Nigerian telecommunication market. The study finds that
customer satisfaction positively affects customer retention and that switching cost affects significantly the
level of customer retention.
Androulidakis ; G. Kandus (2011)36 Correlated the brand of mobile phone to users’ security practices,.
Users show different behavior in an array of characteristics, according to the brand of the mobile phone they
are using. As such, there is a categorization of areas, different for each brand, where users are clearly lacking
security mind, possibly due to lack of awareness. Such a categorization can help phone manufacturers enhance
their mobile phones in regards to security, preferably transparently for the user.
Harsha de Silva, (2011)37Generally shows that adoption of (primarily) mobile telephones has significant
benefits not just to the adopter, but to the community at large. In this context, the objective of the current
article is to examine, from a user perspective, the influences (as well as the interplay of these influences) on
mobile phone adoption by the poor in a selected set of countries in the emerging Asian region.
PratompongSrinuan, Mohammad TsaniAnnafari, Erik Bohlin,(2011) 38States that subscriber

characteristics, including age, government officer, self-employed, internet use, central region, and southern

region, are significant in explaining the switching behavior of Thai mobile subscribers. This study also shows
that the largest mobile operators will gain more switching subscribers than smaller operators. The study shows
that the expected impact of implementing MNP without national mobile roaming regulations would be worse
for smaller mobile operators. The smaller operators need to compete on both price and quality improvement.
In the short run, it would not be possible for the smaller operators to compete with the larger operators due to
the inequality in the quality of network coverage.
Ahmed Alamro, Jennifer Rowley, (2011)39 Explored that there are 11 antecedents of brand preference; these
can be theoretically clustered into three groups: awareness antecedents (controlled communication
(advertising), and uncontrolled communication (publicity, word of mouth)); image antecedents (service value
attributes (price, quality), provider attributes (brand personality, country of origin, service (employee +
location)), and corporate status (corporate image, corporate reputation)); and, customer attribute antecedents
(satisfaction, perceived risk, and reference group). Multiple regression showed the contribution of each of
these antecedents to brand preference.
SanySanuriMohd.Mokhtar; Ahmed AuduMaiyaki ; NorzainibtMohd Noor(2011) 40Explores the
relationship between service quality and customer satisfaction on customer loyalty with regards to mobile
phone usage among the postgraduate students of a university in Northern Malaysia. The results show that both
service quality and customer satisfaction significantly affect the level of customer loyalty of mobile phone
users in Malaysia. It was therefore, recommended that mobile service providers should pay special attention to
their service quality and the factors that drive customer satisfaction.
Ajax Persaud, IrfanAzhar, (2012)41Concludes that consumers' shopping style, brand trust, and value are key
motivations for engaging in mobile marketing through their smartphones. Further research should focus on
specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage
customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how
customers really want to engage in mobile marketing.
Rodolfo MartínezGras ; Eva Espinar Ruiz (2012)42Highlight a new dimension in information and
technology with respect to teenagers in Spain. The main objective of this article is to analyze the relationship
between Information and Communication Technologies and Spanish adolescents. Specifically, researchers
have studied, through qualitative methodology, the characteristics of teenagers’ access and uses of
technological devices. and analyzed the purposes that motivate the utilization of Information and

Communication Technologies, highlighting a close relationship between technologies and peer

communication and entertainment. On the contrary, there is an under-utilization of all these devices for
teaching and learning purposes.
Nasr Azad ;OzhanKarimi ; Maryam Safaei (2012) 43Had presented an empirical study to investigate the
effects of different marketing efforts on brand equity in mobile industry. The results show that there is a
positive and meaningful relationship between marketing mix efforts and brand equity. In other words, more
advertisements could help better market exposure, which means customers will have more awareness on
market characteristics. Among all mixed efforts, guarantee influences more on brand equity, which means
consumers care more on product services than other features. Finally, among different characteristics of brand
equity, product exclusiveness plays an important role. In other words, people are interested in having
exclusive product, which is different from others.
Nasr Azad; Maryam Safaei (2012)44 States that there are many evidences to believe that customers select
their products based on brand name. Products also maintain their own characteristics, which make them
differentiable from others. In this paper, researchers have present an empirical study to determine important
factors influencing customers' purchasing intend for cellular phones in capital city of Iran, Tehran. The results
of the study show that there are some positive relationships between exclusive name and quality perception,
between exclusive name and word of mouth advertisement, between quality perception and fidelity, between
word of mouth advertisement and brand name and between brand name image and brand name.
MehranRezvani; Seyed Hamid KhodadadHoseini; Mohammad Mehdi Samadzadeh (2012) 45Investigates

the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE) creation. WOM
characteristics such as, volume, valence, and source quality are studied to find how intensely they each affect
brand awareness, perceived quality, and brand association. The results suggested that volume and valence,
two elements of WOM, affect CBBE and no significant relationship between source type and brand equity
was seen.
TajzadehNamin A. A.; RahmaniVahid;TajzadehNaminAidin (2012)46 Analyzed that the process of

deciding over (choosing) a brand may be influenced by situation and content. The findings suggest a
significant relationship between the variables “brand attitude”, “corporate attitude”, and “product (cell phone)

choice”. In addition, no significant relationship was found between individual decision making processes
(independent or mediated) and product choice.
Chedi47According to the studies conducted by Chedi respondents with strong brand preferences experienced
less image transfer in the incongruent condition, as opposed to the congruent condition. Also research findings
show that respondents with strong brand preference have significantly more developed product schemas. It
can be assumed that when the product is placed in an incongruent sponsorship, respondents with strong brand
preferences are not convinced of the similarity or the value of the event in order for image to be transferred.
Respondents with both weak and strong brand preferences experienced a large extent of image transfer in a
congruent sponsorship.
Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett,(2012) 48Examine the nature of consumers'
perceptions of the value they derive from the everyday experiential consumption of mobile phones and how
mobile marketing (m-marketing) can potentially enhance these value perceptions. The findings highlight ways
to tailor m-marketing strategies to complement consumers' perceptions of the value offered through their
mobile phones
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. Brand preference can be achieved by creating the positive brand
image in customers mind. Brand image is the consumer’s impression about the brand’s physical
characteristics, its performance, the functional benefits, the kind of people who use the product, the emotions
and associations it develops, and the imagery or symbolic meanings, it generates. The brand choice decisions
are critical for marketer. Understanding how customers arrive at specific brand choice is essential for brand
development.

Chapter 03
DATA ANALYSIS AND INTERPRETATION
General information of the respondent

1. Gender of the Respondents
particulars Respondents
Male 70
Female 30
others 0
Total 100
Table 3.1

70
60
50
40
30
20
10
0
male
female
others
Chart 3.1
INTERPRETATION
According to the above table the male respondents are 70, female respondents are 30 and there
are no other respondents.
ANALYSIS
In the above analysis male respondents are more than the other respondents.
2. Occupation
Particulars Respondents
Home maker 10
employee 9
Profession 38
Student 20
Others 23
Total 100
Table 3.2

40
35
30
25
20
15
10
5
0
home maker
employee
profession
student
others
Chart 3.2
INTERPRETATION
According to the above data the home makers are 10, employees are 9, profession are 38, students are 20
and other respondents are 23.
ANALYSIS
Profession are the more respondents compared to the other respondents.
3. Monthly salary
Less than 2000 14
2001 – 5000 23
5001 – 10000 32
More than 20000 31
Total 100
Table 3.3

35
30
25
20
15
10
5
0
less than 2000
2001-5000
5001-10000
more than 20000
Chart 3.3
INTERPRETATION
According to the above table the salary people less than 2000 are 14, 2001 – 50000 are 23, 5001 –
10000 are 32, and more than 20000 are 31.
ANALYSIS
According to the analysis 5001 – 10000 monthly salary holders are most users of smart phone.

4. Which brand smart phone are you using
Oppo 50
vivo 50
Total 100
Table 3.4
50
45
40
35
30
25
20
15
10
5
0
oppo
vivo
Chart 3.4
INTERPRETATION
According to the above table the oppo smart phone users are 50 and the vivo smart phone users are 50.
ANALYSIS
There are equal respondents of both vivo and oppo.

General information about cell phones
5. Are you the user of smart phones?
Yes 100
No 0
Total 100
Table 3.5
100
80
60
40
20
0
yes
no
Chart 3.5
INTERPRETATION
According to the above data all the respondents are the users of smart phone.
ANALYSIS
All the respondents are the users of smart phone.
6. According to you smart phones are best communication media
HRIHE, HASSAN Page 58

Agree 20
Strongly agree 38
Neither agree nor disagreed 20
disagree 12
Strongly disagree 10
Total 100
Table 3.6
40
30
20
10
0
Agree
Strongly Agree
Neither Agree
Nor Dissagree Disagree
strongly
disagree
Chart 3.6
INTERPRETATION
According to the above information 20 respondents agree, 38 strongly agree, 20 neither agree nor disagree,
12 disagree, 10 strongly disagree that the smart phones are the best communication media.
ANALYSIS
From this analysis we came to know that most of the respondents strongly agree that smart phones are the best
communication media.

7. Do you change your phone repeatedly
Yes 36
No 64
Total 100
Table 3.7
70
60
50
40
30
20
10
0
Yes
No
Chart 3.7
INTERPRETATION
According to the above data 36 respondents repeatedly change their smart phone whereas the other 64
respondents don’t change repetitively.
ANALYSIS
By this analysis we can analyses that the people frequently don’t change their smart phones.

8. Which brand you like the most?
Oppo 30
Vivo 35
Samsung 12
Honor 10
Nokia 8
I phone 5
Total 100
Table 3.8
35
30
25
20
15
10
5
0
Oppo
Vivo
Samsung
Honor
Nokia
I Phone
Chart 3.8
INTERPRETATION
According to the above data 30 respondents like oppo, 35 vivo, 12 Samsung, 10 honor, 8 Nokia and 5
respondents like I phone respectively.
ANALYSIS
For the above analysis we can say that most of the people like to use vivo brand because to the durability
of the phone.
9. Why did you prefer smart phone?
Particulars Agree Strongly agree Neither agree disagree Strongly

nor disagreed disagree
Camera quality 40 27 20 8 5
Storage capacity 46 20 17 8 9
Compatibility for using 53 20 9 7 11
Fashion 27 40 12 13 8
Mother board 46 22 16 9 7
Battery life 29 41 16 9 5
Price 43 25 16 9 7
Color 31 37 13 12 7
Size 49 22 14 8 7
Speed processing 21 43 15 17 10
Display 46 28 11 10 5
service 27 41 15 9 8
Table 3.9
INTERPRETATION
According to the above data respondents prefertheir smart for the purpose forCamera quality 40 respondents
agree, 27 strongly agree, 20 neither agree nor disagree, 8 disagree and 5 strongly disagree. Storage capacity 46
respondents agree, 20 strongly agree, 17 neither agree nor disagree, 8 disagree and 9 strongly disagree.
Compatibility for using 53 respondents agrees, 20 strongly agree, 9 neither agree nor disagree, 7 disagree and
11 strongly disagree. Fashion 27 respondents agree, 40 strongly agree, 12 neither agree nor disagree, 13
disagree and 8 strongly disagree. Mother board 46 respondents agree, 22 strongly agree, 16 neither agree nor
disagree, 9 disagree and 5 strongly disagree. Battery life 29 respondents agree, 41 strongly agree, 16 neither
agree nor disagree, 9 disagree and 5 strongly disagree. Price 43 respondents agree, 25strongly agree, 16
neither agree nor disagree, 9 disagree and 7 strongly disagree.Color 31 respondents agree, 37 strongly agree,
13 neither agree nor disagree, 12 disagree and 7 strongly disagree.Size 40 respondents agree, 27 strongly
agree, 20 neither agree nor disagree, 8 disagree and 5 strongly disagree. Speed processing 21 respondents
agree, 43strongly agree, 15 neither agree nor disagree, 17 disagree and 10 strongly disagree. Display46
respondents agree, 28strongly agree, 11 neither agree nor disagree, 10 disagree and 5 strongly disagree.
Service 27 respondents agree, 41strongly agree, 15 neither agree nor disagree, 9 disagree and 8 strongly
disagree.

60
50
40
30
agree
20 strongly agree
neither agree nor disagree
10 disagree
strongly disagree
0
Chart 3.9
ANALYSIS
From the above analysis we can say that because of the size of the screen most of the respondents are attracted
towards smart phones.
10. Reasons for using smart phones
Communication 45
Calculation 6
Entertainment 30
Social media 19
Total 100
Table 3.10

45
40
35
30
25
20
15
10
5
0
Communication
Calculation
Entertainment
Social media
Chart 3.10
INTERPRETATION
According to the above data 45 respondents use their smart phones for communication, 6 for calculation,
30 for entertainment and 19 for social media respectively.
ANNALYSIS
From the above analysis most of the people use their smart phones mainly for communication purpose.

particulars respondents
Work 17
Personal use 38
Both 45
Total 100
11. Do you use your smart phone for your work or personal use?
Table 3.11
50
40
30
20
10
0
Work
Personal
Both
Chart 3.11
INTERPRETATION
According to the above data 17 respondents use their phone for work, 38 for personal use, 45 for both the
purpose that is for work and personal use respectively.
ANALYSIS
We can analyses that the people use their smart phones more for both the purpose that is for their work as
well as for their personal use.
1.

12. Using smart phones have the negative impact on society
Yes 23
No 20
Neutral 57
Total 100
Table 3.12
60%
50%
40%
30%
20%
10%
0%
yes no nutrel
Chart 3.12
INTERPRETATION
According to the above data respondent say that there is 23% of negative impact, 20% there is no
negative impact and 57% say that there is both negative and positive impact of using smart phone.
ANALYSIS
From the above analysis we can say that there is both positive and negative impact over using of smart
phone.

Information about your smart phone
13. When did you purchase your phone?
Table 3.13
particulars vivo oppo

Less than 1 year 10 17
1 – 2 years 16 14
2 – 3 years 13 10
More than 3 years 11 9
Total 50 50
18
16
14
12
10
8 vivo
6 oppo
0
less than 1 year
1 - 2 years
2 - 3 years
more than 3 years
Chart 3.13

INTERPRETATION
According to the above data
10 vivo user purchased their smart phone less than 1 year, 16 in 1 – 2 years, 13 in 2 – 3 years and 11 more
than 3 years respectively.
17 oppo user purchased their smart phone less than 1 year, 14 in 1 – 2 years, 10 in 2 – 3 years and 09 more
than 3 years respectively.
ANALYSIS
From this we can analyses that most of the purchasers of oppo smart phones are less than a year compared to
vivo smart phone.


Yes 34 31
No 16 19
Total 50 50
14. Are you the happy customer of your phone?
Table 3.14
35
30
25
20
vivo
15 oppo
10
5
0
Yes
No
Chart 3.14
INTERPRETATION
34 vivo respondents are happy customers and 16 are not happy customs of their smart phone.
31 oppo respondents are happy customers and 19 are not happy customers of their smart phone.
ANALYSIS
From this research we can say that vivo users are the happiest customers compared to oppo users.

15. Reason for purchasing your phone
Camera quality 22 21
Price 8 10
Speed 10 10
Storage 8 5
Battery backup 2 4
Total 50 50
Table 3.15
25
20
15
vivo
oppo
10
0
Camera quality Price Speed Storage Battery backup
Chart 3.15
INTERPRETATION


22 vivo respondents purchase vivo smart only because of camera quality, 8 for price, 10 for speed, 8 for
storage and 2 for the purpose of battery backup respectively.
21 oppo respondents purchase oppo smart only because of camera quality, 10 for price, 10 for speed, 5 for
storage and 4 for the purpose of battery backup respectively.
ANALYSIS
Most of our respondents prefer to buy vivo phones because of the camera quality of the smart phone
compared to oppo smart phone.

Particulars vivo Oppo

Yes 35 32
No 15 18
Total 50 50
16. Are you satisfied with the security system of your phone
Table 3.16
35
30
25
20 vivo
oppo
15
10
0
Yes No
Chart 3.16
INTERPRETATION
35 Vivo respondents are satisfied with the security system and remaining 15 are not satisfied with the security
system of their smart phone.
32 oppo respondents are satisfied with the security system and remaining 18 are not satisfied with the security
system of their smart phone.
ANALYSIS
Comparative to the oppo users the vivo users are more satisfied with the security system of their smart phone.

17. What are the changes expecting from your phone

Battery 17 13
Service 13 13
Digital sim 10 15
Slim 4 5
Weight 6 4
Total 50 50
Table 3.17
18
16
14
12
10
vivo
8 oppo
0
Battery Service Digital Sim slim weight
Chart 3.17
INTERPRETATION
17 vivo users are expecting changes in battery, 13 in service, 10 in digital sim, 4 in slim, 6 in weight of the
phone respectively.
13 oppo users are expecting changes in battery, 13 in service, 15 in digital sim, 5 in slim, 4 in weight of the
phone respectively.
ANALYSIS
From this we can analyses that most of the vivo users prefer to change the battery system in their smart phone
compared to oppo users.

18. Do you know the feasibility of online trading of your phone?
Particulars Vivo Oppo

Yes 28 33
No 22 17
Total 50 50
Table 3.18
35
30
25
vivo
20
oppo
15
10
0
Yes No
Chart 3.18
INTERPRETATION
28 respondents of vivo know about the feasibility of online trading of the phone whereas remaining 22 don’t
know about the feasibility of online trading of the smart phone.
33 respondents of oppo know about the feasibility of online trading of the phone whereas remaining 17 don’t
know about the feasibility of online trading of the smart phone.
ANALYSIS
Comparative to vivo smart phones the users of oppo phones know about the feasibility of online trading of
their smart phone.

19. Are you satisfied with the availability of the product in the market?
Table 3.19

Yes 39 35
No 11 15
Total 50 50
40
35
30
25
vivo
20 oppo
15
10
0
Yes No
Chart 3.19
INTERPRETATION
39 vivo respondents are satisfied with the availability of product in the market whereas 11 respondents are not
satisfied with the availability of the product in the market.
35 oppo respondents are satisfied with the availability of product in the market whereas 15 respondents are not
satisfied with the availability of the product in the market.
ANALYSIS
Vivo users are most satisfied with the availability of smart phone in the market because of their distribution
channel than the users of oppo smart phone.

20. Are you attracted by the advertisement of your smart phone?

Table 3.20

Yes 34 33
No 16 17
Total 50 50
35
30
25
20 vivo
oppo
15
10
0
Yes No
Chart 3.20
INTERPRETATION
34 vivo respondents are attracted by the advertisement of their smart phone whereas 16 are not attracted with
the advertisement of their smart phone.
33 oppo respondents are attracted by the advertisement of their smart phone whereas 17 are not attracted with
the advertisement of their smart phone.
ANALYSIS
Vivo users are most attracted with the advertisement of their smart phone comparative to the users of oppo
smart phones.

21. You make the decision to buy your smart phone based on
Vivo
Factors agree Strongly agree Neither agree disagree Strongly

nor disagree disagree
Good previous 30 13 30 17 10
experience
Friends 32 24 22 8 14
recommendation
Internet review 30 25 19 14 12
Social media 25 24 15 26 10
Print media 31 26 19 16 8
Table 3.21.1
35
30
25
20
15 agree
strongly agree
10
5 disagree
strongly disagree
0
Chart 3.21.1
INTERPRETATION
From the above data it is clear that the 30 vivo respondents agree, 13 strongly agree, 30 neither agree nor
disagree, 17 disagree and 10 strongly disagree that they make their decision based on the basis on good
previous experience.32 vivo respondents agree, 24 strongly agree, 22 neither agree nor disagree, 8 disagree
and 14 strongly disagree that they make their decision based on the basis on friend’s recommendation.30 vivo

respondents agree, 25 strongly agree, 19 neither agree nor disagree, 14 disagree and 12 strongly disagree that
they make their decision based on the basis on internet review.25 vivo respondents agree, 24 strongly agree,
15 neither agree nor disagree, 26 disagree and 10 strongly disagree that they make their decision based on the
basis on social media.31 vivo respondents agree, 26 strongly agree, 19 neither agree nor disagree, 16 disagree
and 8 strongly disagree that they make their decision based on the basis on print media.
oppo

Good previous 27 20 16 22 15
experience
Friends 22 29 25 15 9
recommendation
Internet review 26 30 16 18 10
Social media 38 15 17 28 2
Print media 19 18 25 16 22
Table 3.21.2
40
35
30
25
20
15 agree
strongly agree
10 neither agree nor disagree
5 disagree
strongly disagree
0
Chart 3.21.2
INTERPRETATION

From the above data it is clear that the27 oppo respondents agree, 20 strongly agree, 16 neither agree nor
disagree, 22 disagree and 15 strongly disagree that they make their decision based on the basis on good
previous experience.22 oppo respondents agree, 29 strongly agree, 25 neither agree nor disagree, 15 disagree
and 09 strongly disagree that they make their decision based on the basis on friend’s recommendation.26 oppo
respondents agree, 30 strongly agree, 16 neither agree nor disagree, 18 disagree and 10 strongly disagree that
they make their decision based on the basis on internet review.38 oppo respondents agree, 15 strongly agree,
17 neither agree nor disagree, 28 disagree and 02 strongly disagree that they make their decision based on the
basis on social media.19 oppo respondents agree, 18 strongly agree, 25 neither agree nor disagree, 16 disagree
and 22 strongly disagree that they make their decision based on the basis on print media.
ANALYSIS
As per the above analysis the oppo users are most attracted by rapid growth in social media which helped
them to purchase their smart phone compared to vivo.

22. What range you are willing to pay for your smart phone?

Less than 5000 4 5
5001 – 10000 19 12
10001 – 15000 10 15
15001 – 20000 9 10
More than 25000 8 8
Total 50 50
Table 3.22
20
18
16
14
12
10 vivo
oppo
8
0
less than 5000 5001 - 10000 10000 - 15000 15001 - 20000 more than
25000
Chart 3.22
INTERPRETATION

Vivo users are willing to pay for their smart phone 4 for less than 5000, 19 for 5001 – 10000, 10 for 10001 –
15000, 9 for 15001 – 20000 and 8 for more than 25000.
oppo users are willing to pay for their smart phone 5 for less than 5000, 12 for 5001 – 10000, 15 for 10001 –
15000, 10 for 15001 – 20000 and 8 for more than 25000.
ANALYSIS
Most of the vivo smart phone users are willing to buy their smart phone at the range of 5001 – 10000
compatibly high to the users of oppo smart phone.
23. Are you happy with the service of your smart phone?
Vivo


Offers 15 20 19 26 20
Discounts 24 15 26 19 16
Warranty 30 12 14 29 15
guaranty 25 26 15 18 16
Sales person 29 18 16 27 10
behavior
Service man 23 16 29 15 17
behavior
Table 3.23.1
30
25
20
agree
15 strongly agree
disagree
10
strongly disagree
0
offers discounts warranty guaranty sales service
person man
behaviour
Chart 3.23.1
INTERPRETATION
According to the above data 15 vivo respondents agree, 20 strongly agree, 19 neither agree nor disagree, 26
disagree and 20 strongly disagree that they are happy with the service of their smart phone based on the basis

on the offers. 24 vivo respondents agree, 15 strongly agree, 26 neither agree nor disagree, 19 disagree and 16
strongly disagree that they are happy with the service of their smart phone based on the basis on the
discounts.30 vivo respondents agree,1 2 strongly agree, 14 neither agree nor disagree, 29 disagree and 15
warranty.25 vivo respondents agree, 26 strongly agree, 15 neither agree nor disagree, 18 disagree and 16
guaranty.29 vivo respondents agree, 18 strongly agree, 16 neither agree nor disagree, 27 disagree and 10
strongly disagree that they are happy with the service of their smart phone based on the basis on the sales
person behavior.23 vivo respondents agree, 16 strongly agree, 29 neither agree nor disagree, 15 disagree and
17 strongly disagree that they are happy with the service of their smart phone based on the basis on the service
man behavior.
oppo

Offers 15 20 29 20 16
Discounts 25 26 16 18 15
Warranty 16 19 28 30 7
guaranty 28 21 19 17 15
Sales person 30 29 17 16 8
behavior
Service man 38 15 26 18 3
behavior
Table 3.23.2

40
35
30
25
agree
20 strongly agree
15 disagree
stronglydisagree
10
0
offers discounts warranty guaranty sales service
person man
behaviour
Chart 3.23.2
INTERPRETATION
According to the above data15 oppo respondents agree, 20 strongly agree, 29 neither agree nor disagree, 20
disagree and 16 strongly disagree that they are happy with the service of their smart phone based on the basis
on the offers. 25 oppo respondents agree, 26 strongly agree, 16 neither agree nor disagree, 18 disagree and 15
discounts.16 oppo respondents agree, 19 strongly agree, 28 neither agree nor disagree, 30 disagree and 7
warranty.28 oppo respondents agree, 21 strongly agree, 19 neither agree nor disagree, 17 disagree and 15
guaranty.30 oppo respondents agree, 29 strongly agree, 17 neither agree nor disagree, 16 disagree and 8
strongly disagree that they are happy with the service of their smart phone based on the basis on the sales
person behavior.38 oppo respondents agree, 15 strongly agree, 26 neither agree nor disagree, 18 disagree and
3 strongly disagree that they are happy with the service of their smart phone based on the basis on the service
man behavior.
ANNALYSIS
From the above analysis service man behavior has made the oppo customers are happier than the users of vivo
customers.

24. Do you face any problem for using your smart phone in the criteria given below?
vivo
Factors agree Strongly agree Neither agree nor disagree Strongly

disagree disagree
Language 20 25 16 28 11
Applications 16 18 19 25 22
Hidden features 16 18 17 26 23
Software updates 38 19 17 16 10
Data backup 28 19 17 16 20
Table 3.24.1
40
35
30
25
agree
20 strongly agree
15 disagree
strongly disagree
10
0
language application hidden software data backup
hidden features updates
features
Chart 3.24.1
INTERPRETATION
From the above data20 vivo respondents agree, 25 strongly agree, 16 neither agree nor disagree, 28 disagree
and 11 strongly disagree that they face problem from language.16 vivo respondents agree, 18 strongly agree,
19 neither agree nor disagree, 25 disagree and 22 strongly disagree that they face problem from
applications.16 vivo respondents agree, 18 strongly agree, 17 neither agree nor disagree, 26 disagree and
23strongly disagree that they face problem from hidden features.38 vivo respondents agree, 19 strongly agree,

17 neither agree nor disagree, 16 disagree and 10 strongly disagree that they face problem from software
updates.28 vivo respondents agree, 19 strongly agree, 17 neither agree nor disagree, 16 disagree and 20
strongly disagree that they face problem from data backup.
oppo
Factors agree Strongly agree Neither agree nor disagree Strongly

disagree disagree
Language 21 20 26 16 17
Applications 22 26 28 20 4
Hidden features 10 16 19 18 37
Software updates 23 14 30 17 16
Data backup 20 29 19 30 2
Table 3.24.2
40
35
30
25
agree
20 strongly agree
15 disagree
strongly disagree
10
0
language application hidden software data backup
hidden features updates
features
Chart 3.24.2

INTERPRETATION
From the above data21 oppo respondents agree, 20 strongly agree, 26 neither agree nor disagree, 16 disagree
and 17 strongly disagree that they face problem from language.22 oppo respondents agree, 26 strongly agree,
28 neither agree nor disagree, 20 disagree and 4 strongly disagree that they face problem from applications.
10 oppo respondents agree, 16 strongly agree, 19 neither agree nor disagree, 18 disagree and 37 strongly
disagree that they face problem from hidden features.23 opporespondents agree, 14 strongly agree, 30 neither
agree nor disagree, 17 disagree and 16 strongly disagree that they face problem from software updates.20
oppo respondents agree, 29 strongly agree, 19 neither agree nor disagree, 30 disagree and 2 strongly disagree
that they face problem from data backup.
ANALYSIS
As per the above analysis the vivo users are facing the problem of software update compared to oppo
users.

CORRELATION BETWEEN MONTHLY INCOME AND WILLINGNESS

TO PAY FOR MOBILE PHONE
Less than 2000 14
2001 – 5000 23
5001 – 10000 32
More than 20000 31
Total 100

Less than 5000 4 5
5001 – 10000 19 12
10001 – 15000 10 15
15001 – 20000 9 10
More than 25000 8 8
Total 50 50
32% and 31% respondents having income between 5001 to more than 20000 are ready to pay Rs.10001
-15000 and Rs.50001 – 10000 for the mobile phone respectively. 23% respondents having income 2001 -
5000 will purchase the mobile phone in the range of Rs. 15001 to 20000. 14% respondents having income less
than 2000 will purchase the mobile phone in the range of Rs. Less than 15000.
The null hypothesis Ho is stated as there is a significant correlation between monthly income and the
willingness to pay for the mobile phone.
Chi square test- χ2 = 18.059
At 5% level of significance the critical value is χ20.05 (9) = 16.919
χ2>16.919
Therefore reject Ho
There is no significant correlation between monthly income and the willingness to pay for the mobile phone.
CHAPTER 04
SUMMARY OF FINDINGS

The following details can be inferred after analysis with a simple size of 100 which included
customers, by questionnaire method to find out the brand awareness towards vivo and oppo smart phones.
2. The awareness level of vivo and oppo in an around Hassan is quite high.
3. The promotional strategy of vivo and oppois effective in the form of electronicmedia and mass media
4. Most of the customers are aware of advertising campaign that is being conducted by vivo and oppo.
5. Brand awareness has a real and visible impact in the buying behavior of the people.
6. Though the customers are having good awareness levels regarding the product theyare not in a frame
of mind to purchase it because of various reasons.
7. vivo and oppois facing a tough competition from the competitors with the samekind of products.
8. The scale of advertising to promote vivo and oppois not satisfactory and has toimplement the various
medium to offer advertising of the product
9. The customers are able to get well recognized products in the market.
10. Peoples are interested in the service offered to them while purchasing of smart phone.
11. Regarding the quality factors most of the customers have a good opinion of providing good quality of
products.
CHAPTER 05
SUGGESTION

SUGGESTION
12. Vivo Need to launch more mobile phones in between 10000 to 25000.
13. Vivo Need to do good media advertisement to attract more customers.
14. Vivo need to target online market which can generate more customers.
15. Vivo should maintain DP price so that price should be same in all out lets.
16. ThejourneyfromanunknownChinesebrandtobeoneofthetopfourmostlikedsmartphonebrand in
Hassan, OPPO has done a hectic job. But the market being more competitive day by day, OPPO has to
create more awareness and establish theirbrand.
17. OPPO’spreferenceinprovidinggoodqualitycamera’sintheirsmartnesshasalreadyestablishedthem, but

they should change their processor chips from MediaTek to Snapdragon in order to gain more trust among
theconsumers.
18. OPPO strictly follows “no discount” policy. This policy is maintained throughout the world to keep
their prices same. Hassan customers feel happy whenever a discount is offered. The “no
discount”policyactsasabarrierforthesecustomers.Hence,ifOPPOstrictlyfollowsthispolicy,they have to come
out with other offers such as gifts for their betterpromotion.
19. In the advertising sector, OPPO has pretty much selective. They are only focusing on the market
branding, digital online media (locally and through GDN), short term television campaign and some
mobile apps. The visibility of OPPO in newspapers is not noticed as before. Hence, OPPO should increase
their activities and try to get more awareness. They should put on some billboards in prime locations.
Newspaper ads should also be increased as it will bring greater number of PR. In other
countriesOPPOisseenasthesponsorsofbigevents.Theyshouldgetinvolvedintheset typesofbig
eventstakingplaceinHassan.Goingbyinternationalstandardsisgood;bytheyshouldalsothink locally. The
television ads should come with the local flavortoo.
20. OPPO should not only concentrate on their flagship handsets but should also promote their lower
range handsets to grab attention of customers from all classes.
21. OPPO should take some celebrity as a brand ambassador. The celebrity right now endorsing their
brand has many ups & downs in his career. By choosing these type celebrities, it sometimes becomes
impossible to use them properly during crucial moments. Hence, choosing should be done so that they can
be used throughout the year.
22. In future if both the smart phone makes these types of visible changes, it can be expected that the

overall brand awareness of both the smart phone will increase more and attract potential customers in
future.
CHAPTER 06
CONCLUSION
Doing a research on this topic actually helped me a lot to find and understand the missing links that
couldhelpOppoincreatingbetterawareness.Thougharesearchwiththissamplesizeconcentrated in only one
city gave a small idea about the customer’s perception for the brand, it would be more helpful if the
perception results could have been collected from the other cities too. That could have given a different
overall perceptionthen.
Overall, Oppo is quite known to the people of Hassan, but the use of Oppo smartphones is quite less
compared to vivo and the other competitive brands. Hence, they should focus on products of all ranges.
As the overall smartphone industry is getting more competitive, Oppo should become more aggressive
with their advertisement to stand high.
Globally Oppo is a well renowned brand but is still struggling in the local market of Hassan. Hence,
quality must be more emphasized into and hopefully the outcome will be more efficient to win the hearts
of the local people of Hassan.
Vivo users are the happiest customers in the market. These smart phones are most attracted by its camera
quality so that the customers prefer to buy these smart phones. And the customers are most satisfied by the
security system of the vivo smart phones.
These Smart phones are available in the markets very easily for their customers. Vivo Company concentrates
more on the advertisement of their smart phones which is helping them to attract their customer’s very easily.
But customers prefer to change the battery system of the phone and they are not aware about the online
trading of their smart.
There must be more improvement in the software system of the smart phone and these smart phones has made
most tremendous changes in the market and the customs can freely afford the prices of this smart phone which
would help to increase the standard of living of the people in the society.
BIBOLOGRAPHY
BOOKS
1. Marketing Management , second revised edition; Philip Kotler
WEBSITE
1. http://www.vivoglobal.com
2. www.wikipedia.com
3. http://www.oppo.com/en/
4. www.studymode.com
5. www.forbes.com
REFERENCE FOR LITERATURE REVIEW
1. Cobb – Walgren C.J., Ruble C.A., Donthu N., (1995) Brand Equity, brand preference and purchase
intent, Journal of Advertising, vol. XXIV, No. 3, www.jstor.org online accessed on 5/11/11
2. D’Souza Giles and RAo R. C., Can repeating an advertisement more frequently than competition
affect brand preference in mature market?, Journal of Marketing, vol. 59, pp. 32 – 42, www.jstor.org
online accessed on 5/11/11.
3. HossainPavel, (2006), A Relative Study on perceived value, brand preference, customer satisfaction
and repurchase intention in context of textile mills in Bangadesh, www.su.iub.edu.bd online accessed
on 21/11/2011.
4. Sriram S., Chintagunta P.K., Neelamgham R., (2004) Effects of brand Preference, product attributes
and marketing mix variables in54 Technology product markets,
www.zibs.com/techreports/Digicam_Paper_Final.pdf, online accessed on 5/11/11.
5. DelVeccio D., Henard D.H., Freling T., (2006) the effect of sales promotion on post promotion brand
preference: A meta-analysis, Journal of Retailing, vol.82, pp.203-213, www.sciencedirect.comonline
accessed on 5/11/11.
6. Ayanwale A.B., Alimi T. and Ayanbimipe M.A., (2005) Influence of Advertising on Consumer Brand
preference, Journal of Social Science, 10 (1) pp 9-16, www.krepublishers.com/ online accessed on
5/11/11.
7. Chen C-F, Chang Y.Y., (2008), Airline brand equity, brand preference and purchase intentions – The
moderating effects of switching costs, Journal of Air Transport Management, vol. 14, pp. 40-42,
www.sciencedirect.comonline accessed on 5/11/11.
8. Paulo A.O., Duarte and Mario L.B., (2010) A PLS Model to study brand preference: An application to
mobile phone market, www.sprigerlink.com online accessed on 5/11/11.

9. Bronnenberg B.J., Dube J.H., Mathew G., (2010), The Evolution of Brand Preferences- Evidences
from Consumer Migration, www.faculty.chicagobooth.edu/matthew.gentzkow/research/brands.pdf,
online accessed on 5/11/11.
10. Chedi C. R., The influence of brand preference on brand image transfer – A research on brand event
congruity in sponsorships, www.essay.utwente.nl,online accessed on 5/11/11.
ANNEXURE
QUESTIONNAIRE
Dear Sir/Madam,

A survey being conducted by Nischith H K, student of HarnahalliRamaswamy Institute of Higher

Education, Hassan pursuing my 4th semester M.B.A. I kindly request you to co-operate by filling the
questionnaires for ‘A comparative study on brand image towards vivo and oppo mobile phone users in
Hassan’ all the information provided by you will be kept as a confidential by me.
General information of the respondent
1. Name …………………………….
2. Gender
a) Male [ ] c) others [ ]
b) Female [ ]
3. Occupation
a) Home maker employee [ ] c) Student [ ]
b) Profession [ ] d) Others [ ]
4. Monthly salary
a) Less than 2000 [ ] c) 5001 – 10000[ ]
b) 2001 – 5000 [ ] d) More than 20000 [ ]
5. Which brand smart phone are you using

a) Oppo b) vivo
General information about cell phones
6. Are you the user of smart phones?

a) Yes [ ] b) No [ ]

7. According to you smartphones are best communication media
A Stro Neith disa Strongl

g ngly er gree y
r agre agree disagre
e e nor e
e disagr
eed
8. Do you change your phone repeatedly

a) Yes [ ] b) No [ ]
9. Which brand you like the most?

a) Oppo [ ] d) Honor [ ]
b) Vivo [ ] e) Nokia [ ]
c) Samsung [ ] f) I phone [ ]
10. Why did you prefer smart phone?
Particul A S Ne di St
ars g tr ith s ro
r o er a n
e n agr g gl
e gl ee re y
y nor e di
a dis sa
g agr gr

re eed e
e e
Camera
quality
Storage
capacit
y
Compa
tibility
for
using
Fashio
n
Mother
board
Battery
life
Price
Color
Size
Speed
process
ing
Display
service
11. Reasons for using smart phones

a) Communication [ ] c) Entertainment [ ]
b) Calculation [ ] d) Social media [ ]
12. Do you use your smart phone for your work or personal use?
a) Work [ ] c) Both [ ]
b) Personal use [ ]

13. Using smart phones have the negative impact on society

a) Yes [ ] c) Neutral [ ]
b) No [ ]
Information about your smart phone
14. When did you purchase your phone

a) Less than 1 year [ ] c) 2 – 3 years [ ]
b) 1 – 2 years [ ] d) More than 3 years [ ]
15. Are you the happy customer of your phone

a) Yes [ ] b) No [ ]
16. Reason for purchasing your phone

a) Camera quality [ ] d) Storage [ ]
b) Price [ ] e) Battery backup [ ]
c) Speed [ ]
17. Are you satisfied with the security system of your phone
a) Yes [ ] b) No [ ]
18. What are the changes expecting from your phone

a) Battery [ ] d) Slim [ ]
b) Service [ ] e) Weight [ ]
c) Digital sim [ ]
19. Do you know the feasibility of online trading of your phone

a) Yes [ ] b) No [ ]
20. Are you satisfied with the availability of the product in the market?
a) Yes [ ] b) No [ ]
21. Are you attracted by the advertisement of your smart phone

a) Yes [ ] b) No [ ]
22. You make the decision to buy your smart phone based on
Factors agree Strongly Neither disagree Strongly

agree agree nor disagree
disagree
Good
previous
experience
Friends
recommend
ation
Internet
review
Social
media
Print media
23. What range you are willing to pay for your smart phone?
a) Less than 5000 [ ] d) 15001 – 20000 [ ]
b) 5001 – 10000 [ ] e) More than 25000 [ ]
c) 10001 – 15000 [ ]
24. Are you happy with the service of your smart phone

disagree
Offers
Discounts
Warranty
guaranty
Sales
person
behavior
Service
man
behavior
25. Do you face any problem for using your smart phone in the criteria given below

disagree
Language
Applications
Hidden
features
Software
updates
Data backup

COMPARATIVE STUDY ON BRAND IMAGE TOWARDS
VIVO AND OPPO MOBILE PHONE USERS IN HASSAN CITY

Comparative Study On Brand Image Towards Vivo and Oppo Mobile Phone Users in Hassan City

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COMPARATIVE STUDY ON BRAND IMAGE TOWARDS VIVO AND OPPO

MOBILE PHONE USERS IN HASSAN CITY

COMPONENTS OF BRAND IMAGE

HRIHE, Hassan Page 1

BRAND POLICIES & STRATEGIES

1. Family or Blanket Branding

HRIHE, Hassan Page 2

3. Mixed branding strategy

4. Trade name and individual brands

BRAND NAME RESEARCH

HRIHE, Hassan Page 3

TECHNIQUES USED FOR BRAND NAME RESEARCH ARE

3. Motivational research techniques

IMPORTANCE OF BRAND NAME

HRIHE, Hassan Page 4

IMPORTANCE OF STUDY OF CONSUMER ATTITUDES & BRAND

HRIHE, Hassan Page 5

HRIHE, Hassan Page 6

In 1991, the second-generation (2G) digital cellular technology was launched in Finland by Radiolinja on

HRIHE, Hassan Page 7

EVOLUTION OF MOBILE PHONES, TO AN EARLY SMARTPHONE.

HRIHE, Hassan Page 8

HRIHE, Hassan Page 9

HRIHE, Hassan Page 10

HRIHE, Hassan Page 11

CORPORATE HISTORY OF VIVO

HRIHE, Hassan Page 12

INDIAN HISTORY OF VIVO

HRIHE, Hassan Page 13

1. Employees have cordial relationship with each other.

ADVANCED R&D SYSTEM

HRIHE, Hassan Page 15

STRICT QUALITY CONTROL SYSTEM

MODERNIZED MANUFACTURING SYSTEM

HRIHE, Hassan Page 16

AGE OCCUPATION MODEL

26-35 15k-25k X3S,XSHOT

30-40 25k-40k XSHOT,X5MAX,X5MAX PRO

3. Switcher-no loyalty to any brand

DISTRIBUTION CHANNEL OF vivo

HRIHE, Hassan Page 18

SWOT ANALYSIS OF VIVO SMART PHONE

Innovative features Limited product line

More no. of potential customer Strong competition

Direct Marketing (DM) is an interactive system of marketing that:

FORMS OF DIRECT MARKETING

HRIHE, Hassan Page 20

VIVO DIRECT MARKETING

HRIHE, Hassan Page 21

HRIHE, Hassan Page 22

DIRECT RESPONSE MARKETING OR TV MARKETING

HRIHE, Hassan Page 23

HRIHE, Hassan Page 25

First MP4 Player

OPPO Enters Mobile Phone Market Smartphone

First Smartphone: Find Me

HRIHE, Hassan Page 26

Find 5, N1, Color OS

HRIHE, Hassan Page 27

OPPO GLOBAL BUSINESS

POSSIBLE FROM BEGINNING TOEND

CULTURE AND PHILOSOPHY

HRIHE, Hassan Page 28