To,

The AIMA-CME
NEW DELHI

Subject: Regarding submission of the synopsis of project report

Respected sir,

This is to state that I SHREYAS SHENOY, am a student of 4th Module PGDM (AIMA) in
AIMS INSTITUTE, Peenya, Bangalore. My registration no. is B31920253. The title of my
project is “CONSUMERS PERCEPTION TOWARDS XIAOMI AND ITS BRAND
VALUE”. My project guide is Dr. Ramesh Aiyer, I am submitting the synopsis of the said
project. I kindly request you to approve my synopsis so that I can go ahead with the project.

Thanking you,
Yours obediently

Shreyas Shenoy
Registration no. B31920253
Nodal Centre- AIMS INSTITUTE, Peenya, Bangalore.

Dr. Ramesh Aiyer

(PROJECT GUIDE)
 PROJECT REPORT SYNOPSIS

NAME: SHREYAS SHENOY

REGISTRATION NUMBER: B31920253

ADDRESS FOR CORRESPONDENCE: House number 63, Pocket 2, Awho colony, Vasant
vihar, Billamaranahalli, Bangalore – 562157

NAME OF THE PROJECT GUIDE: Dr. Ramesh Aiyer

DESIGNATION & ADDRESS: Head of the Department, International Marketing

TITLE OF THE PROJECT: “A study on CONSUMERS PERCEPTION

TOWARDS
XIAOMI AND ITS BRAND VALUE”
 SYNOPSIS CONTENTS

1. WORKING TITLE

2. PURPOSE OF THE RESEARCH

3. AIM

4. OBJECTIVE

5. KEY QUESTIONS

6. HYPOTHESIS

7. RESEARCH METHODOLOGY

8. CHAPTER SCHEME FOR PROJECT REPORT

9. QUESTIONNAIRE

10. WORK PLAN

WORKING TITLE –
A study on “CONSUMERS PERCEPTION TOWARDS XIAOMI & ITS BRAND
VALUE”.

PURPOSE-

Xiaomi is the leading Indian Market in the mobile handset industry. It additionally has various
other market product segments in mobile applications, laptops, home appliances, bags, shoes,
consumer electronics and many more. The purpose of the study is to understand the following
points associated to the brand in consumer acquisition and market leading strategies.

 To understand the customer experiences towards the brand through the analysis.

 To know that the Xiaomi brand has various other products other than the wireless
handsets.

 To know the branding strategies used by Xiaomi in the market sustainability.

 To know the successful brand value creation of Xiaomi.

 To discuss how Xiaomi can evolve their marketing strategies in various other market
products.

AIM-
Aim of the study is to analyze the consumer experiences and suggest strategy for the products
other than wireless handsets in the market, understand the Xiaomi’s brand value creation
strategies.

OBJECTIVES-
The objectives of the study helps us to understand the specific goals of the study and also to
enhance the analysis of the consumer perceptions about the brand.

 To know the valuable opinion of customers.

  To bring awareness about various other product of Xiaomi through the research.
 To analyze their various consumer acquisition strategies used.
 To know how the brand prioritizes the consumer preferences in the market.
 To understand the demand for their products that builds their brand value.

KEY QUESTIONS-
These key questions help us to understand the focus of the study.
 What is the customer experience and expectations towards the Xiaomi products?
 What are the gaps in the existing strategies of Xiaomi?
 Why has other products in the market is not as successful as their handsets?
 What could be the future evolution of their products?

HYPOTHESIS-
Null Hypothesis:
Ho - Consumers have positive perception towards Xiaomi’s products.

Alternative Hypothesis:
HA - Consumers have negative perception towards Xiaomi’s products.

Statistical test = Choose the z test because the data are ratio measurement.
• Assuming the underlying population is normal and we have randomly selected the sample
from the population of various Xiaomi Consumers.

RESEARCH METHDOLOGY –

Stage 1: SAMPLE DESIGN

 Sample Unit: Consumers of Xiaomi products.

 Sample Size: 80 samples collected through the questionnaire.

  Sampling Type: Clustered Sampling, as the subgroup is restricted to the Xiaomi
consumers.

Stage 2: APPROACHES OF DATA COLLECTION

Research Design:

Descriptive Research

The research is primarily descriptive in nature. The sources of information are both
primary and secondary.

Approach constitutes of both,

1. Primary Data
2. Secondary Data

1. PRIMARY DATA: Questionnaire Analysis

2. SECONDARY DATA:

It refers to those data that was already being corrected by and analyzed by someone else.
This data is collected from

 Reports
 Magazines.
 Newspapers and books
 Internet

Stage 3: SCOPE OF THE STUDY

 The study is aimed at understanding the current consumer perception towards the
Xiaomi products.

 The research supports the strategies that needs to implemented based on the study for
the various other products in the market for various market segments.
Scope for further research

DEMAND ANALYSIS:

To understand the consumer’s taste & preferences that impacts the changes in the demand. The
demand analysis helps us to forecast the future of the consumer’s choices and also the driving
factors of Xiaomi to be one of the leading companies in the Indian market.

MOTIVATIONAL MIX ANALYSIS:

To understand the consumers motivational driving factor that leads to the growth factor of the
Xiaomi in the market.

CONSUMERS ANALYSIS:

To understand the perceptions of the consumer to make evolutions in the product based on the
expectations and their requirements in the market.

MARKET SEGEMENT ANALYSIS:

To know the competitors in the market in the various segments of the products, decreases the
competition for certain products.

ANALYSIS BETWEEN COMPANY & RETAILERS

To know the relation between the company & the consumer that creates the bonding and
branding value to the Xiaomi in the market leading to be the one of the best market leader.