CHAPTER 1

INTRODUCTION

1.1 CUSTOMER SATISFACTION

Customer satisfaction is a term frequently used in marketing. It is a measure of

how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the number of
customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions,

purposes, and constructs of classes of measures that appear in Marketing
Metrics as part of its ongoing Common Language in Marketing Project. In a survey
of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their
businesses.

It is seen as a key performance indicator within business and is often part of

a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

1,2 Purpose

"Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty." "Customer satisfaction data are among the most frequently
collected indicators of market perceptions. Their principal use is twofold:" 

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 1. "Within organizations, the collection, analysis and dissemination of these
data send a message about the importance of tending to customers and
ensuring that they have a positive experience with the company's goods and
services."

2. "Although sales or market share can indicate how well a firm is

performing currently, satisfaction is perhaps the best indicator of how likely
it is that the firm’s customers will make further purchases in the future.
Much research has focused on the relationship between customer satisfaction
and retention. Studies indicate that the ramifications of satisfaction are most
strongly realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5' are likely
to become return customers and might even evangelize for the firm. (A second
important metric related to satisfaction is willingness to recommend. This metric is
defined as "The percentage of surveyed customers who indicate that they would
recommend a brand to friends." When a customer is satisfied with a product, he or
she might recommend it to friends, relatives and colleagues. This can be a
powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,'
by contrast, are unlikely to return. Further, they can hurt the firm by making
negative comments about it to prospective customers. Willingness to recommend is
a key metric relating to customer satisfaction."

1.3 Construction

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

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"Customer satisfaction is measured at the individual level, but it is almost always
reported at an aggregate level. It can be, and often is, measured along various
dimensions. A hotel, for example, might ask customers to rate their experience
with its front desk and check-in service, with the room, with the amenities in the
room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel
might ask about overall satisfaction 'with your stay.'

"As research on consumption experiences grows, evidence suggests that consumers

purchase goods and services for a combination of two types of benefits: hedonic
and utilitarian. Hedonic benefits are associated with the sensory and experiential
attributes of the product. Utilitarian benefits of a product are associated with the
more instrumental and functional attributes of the product (Batra and Athola 1990).

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number
of both psychological and physical variables which correlate with satisfaction
behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other options the customer may have and other products against
which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and
1988 provides the basis for the measurement of customer satisfaction with a
service by using the gap between the customer's expectation of performance and
their perceived experience of performance. This provides the measurer with a
satisfaction "gap" which is objective and quantitative in nature. Work done by
Cronin and Taylor propose the "confirmation/disconfirmation" theory of
combining the "gap" described by Parasuraman, Zeithaml and Berry as two

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different measures (perception and expectation of performance) into a single
measurement of performance according to expectation.

The usual measures of customer satisfaction involve a survey using a Likert scale.

The customer is asked to evaluate each statement in terms of their perceptions and
expectations of performance of the organization being measured.

Good quality measures need to have high satisfaction loadings, good reliability,

and low error variances. In an empirical study comparing commonly used
satisfaction measures it was found that two multi-item semantic differential scales
performed best across both hedonic and utilitarian service consumption contexts. A
study by Wirtz& Lee (2003), found that a six-item 7-point semantic
differential scale (for example, Oliver and Swan 1983), which is a six-item 7-point
bipolar scale, consistently performed best across both hedonic and utilitarian
services. It loaded most highly on satisfaction, had the highest item reliability, and
had by far the lowest error variance across both studies. In the study, the six items
asked respondents’ evaluation of their most recent experience with ATM services
and ice cream restaurant, along seven points within these six items: “pleased me to
displeased me”, “contented with to disgusted with”, “very satisfied with to very
dissatisfied with”, “did a good job for me to did a poor job for me”, “wise
choice to poor choice” and “happy with to unhappy with”.

A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a

four-item 7-point bipolar scale, was the second best performing measure, which
was again consistent across both contexts. In the study, respondents were asked to
evaluate their experience with both products, along seven points within these four
items“satisfied to dissatisfied”,“favorable to unfavorable”, “pleasant to unpleasant”
and “I like it very much to I didn’t like it at all”. The third best scale was single-
item percentage measure, a one-item 7-point bipolar scale (e.g., Westbrook
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1980). Again, the respondents were asked to evaluate their experience on both
ATM services and ice cream restaurants, along seven points within
“delighted to terrible”. Finally, all measures captured both affective and cognitive
aspects of satisfaction, independent of their scale anchors. Affective measures
capture a consumer’s attitude (liking/disliking) towards a product, which can result
from any product information or experience.

On the other hand, cognitive element is defined as an appraisal or conclusion on

how the product’s performance compared against expectations (or exceeded or fell
short of expectations), was useful (or not useful), fit the situation (or did not fit),
exceeded the requirements of the situation (or did not exceed).

Recent research shows that in most commercial applications, such as firms

conducting customer surveys, a single-item overall satisfaction scale performs just
as well as a multi-item scale. Especially in larger scale studies where a researcher
needs to gather data from a large number of customers, a single-item scale may be
preferred because it can reduce total survey error.

1.4 Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong
predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor
of Personal Consumption Expenditure (PCE) growth. On the microeconomic level,
academic studies have shown that ACSI data is related to a firm's financial
performance in terms of return on investment (ROI), sales, long-term firm value
(Tobin's q), cash flow, cash flow volatility, human
capital performance, portfolio returns, debt financing, risk, and consumer

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spending. Increasing ACSI scores have been shown to predict loyalty, word-of-
mouth recommendations, and purchase behavior.

The ACSI measures customer satisfaction annually for more than 200 companies
in 43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI
methodology can be applied to private sector companies and government agencies
in order to improve loyalty and purchase intent.

The Kano model is a theory of product development and customer satisfaction

developed in the 1980s by Professor Noriaki Kano that classifies customer
preferences into five categories: Attractive, One-Dimensional, Must-Be,
Indifferent, Reverse. The Kano model offers some insight into the product
attributes which are perceived to be important to customers.

SERVQUAL or RATER is a service-quality framework that has been incorporated

into customer-satisfaction surveys to indicate the gap between customer
expectations and experience. J.D. Power and Associates provides another measure
of customer satisfaction, known for its top-box approach and automotive industry
rankings.

J.D. Power and Associates' marketing research consists primarily of consumer

surveys and is publicly known for the value of its product awards. Other research
and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates
the Stages of Excellence framework and which helps define a company’s status
against eight critically identified dimensions.

For B2B customer satisfaction surveys, where there is a small customer base, a

high response rate to the survey is desirable. The American Customer Satisfaction
Index (2012) found that response rates for paper-based surveys were around 10%

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and the response rates for e-surveys (web, wap and e-mail) were averaging
between 5% and 15% - which can only provide a straw poll of the customers'
opinions.

In the European Union member states, many methods for measuring impact and
satisfaction of e-government services are in use, which the eGovMoNet project
sought to compare and harmonize. These customer satisfaction methodologies
have not been independently audited by the Marketing Accountability Standards
Board (MASB) according to MMAP (Marketing Metric Audit Protocol).

Recently there has been a growing interest in predicting customer satisfaction

using big data and machine learning methods (with behavioral and demographic
features as predictors) to take targeted preventive actions aimed at avoiding churn,
complaints and dissatisfaction.

1.5 Importance of customer satisfaction

You should never ignore the importance of customer satisfaction. There are dozens
of factors contributing to the success (or failure) of a business, customer
satisfaction is one of them. It’s important to track this factor and work on
improving it in order to make your customers more loyal and eventually turn them
into brand ambassadors. If you don’t care about customers’ satisfaction, don’t
expect them to care about your services or products. Sad, but true.  

The sooner you face it, the better you’ll perform. High-standard customer service
can win your clients’ hearts and make you recognizable within your target group.
Nowadays when social media play such an important role in making decisions it’s
crucial to keep an eye on a quality of customer service you provide. 

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1. A Loyal customer is a treasure you should keep and hide from the
world

According to White House Office of Consumer Affairs, on average, loyal

customers are worth up to 10 times as much as their first purchase. Some research
says that it is 6-7 times more expensive to acquire a new customer than it is to keep
a current one. Banks or mobile providers know it best, so they don’t have any
problem with going an extra mile for a customer who is not quite satisfied and
often offer him something special.

Not only it is more expensive but also much more difficult to keep existing and
loyal clients (let alone keeping them fully satisfied and happy!) than to gain some
new ones. Take this rule into account while organizing your customer service
processes and do your best to look after them.

2. They can stop being your clients in a heartbeat

Is not rocket science, nowadays clients easily switch their love brands. It is often
caused by terrible customer service. Clients waiting for ages to get feedback or
comment from a brand? Unacceptable! But it still happens. And gaining clients’
trust takes up to 12 positive experiences to make up for one unresolved negative
experience.

“When customers share their story, they’re not just sharing pain points. They’re
actually teaching you how to make your product, service, and business better. Your
customer service organization should be designed to effectively communicate
those issues.” – Kristin Smaby, “Being Human is Good Business”.

You can’t gain customers’ satisfaction for ever, you need to look after them all the
time. Try to talk with them, instead of to them. Ask questions, offer constant

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support, send personalized messages or offers, use targeted website surveys, email
surveys or any other technique that will help you communicate with your
customers.

Take care of each and every of your clients’ need and you’ll be rewarded with their
gratitude and loyalty. Sounds like a good deal, doesn’t it? Brands often take their
audience for granted, and they’ve never been so wrong – one decision, or lack of it,
can result in losing a lot of clients and their respect. That’s why measuring clients’
satisfaction is so important.

3. It’s (all) about the money, too

It shouldn’t be surprising, but the customer satisfaction is also reflected in your

revenue. Customers’ opinion and feelings about the brand can affect, in both
positive and negative way, the essential metrics – such as the number mentions and
repeated transactions, and also customer lifetime value or customer churn. Happy
customers won’t look at your competitors offers – they will happily interact with
your brand again, make a purchase and recommend the product further.

If you meet all of their requirements and answer their needs while delivering the
best quality of your services, they will be fully satisfied. Not to mention your brand
will increase sales revenue! Measuring customer satisfaction should become your
daily habit – not something you do from time to time and only if you’re about to
face a crisis management. If you don’t know how to do it right, you can take a look
at our guide to measuring customer satisfaction to make things easier.

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4. Customer satisfaction is a factor that helps you stand out of the
competition

Kate Zabriskie once said that “Although your customers won’t love you if you give
bad service, your competitors will.” and we couldn’t agree more. Your competitive
rivals are just waiting for you to make a wrong move.

What is more, they can often play a role of an instigator. Being prepared for their
provocations is not enough if you don’t know how to deal with the negative
backlash. However, if you provide your customers with an amazing customer
service, you will gain arguments to convince those uncertain of your services.

5. Great customer experience can take your brand places

The importance of customer satisfaction should never be neglected. You should

consider it especially while planning your marketing and positioning campaigns.
Satisfied customers are more likely to share your content across the social media.
They will also more keenly interact with your posts, leaving some delightful and
admirable comments. Later you can use it as the source for case studies and
success stories. Being an example of a company that provides a ravishing customer
satisfaction? Every brand should aim for it.

Final thought

Providing a great customer service will satisfy both you and your targets. They get
a proper service, you get a proper revenue and everyone is happy. As simple as
that. Think, is there something more you can do to better treat your audience?
That’s why you should never forget the importance of customer satisfaction. It’s
high time to face the truth – your brand can always do better!

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1.6 TELECOMMUNICATIONS INDUSTRY

The telecommunications industry within the sector of information and

communicationtechnology ismadeofall Telecommunications/telephonecompanies a
nd internet service providers and plays the crucial role in the evolution of mobile
communications and the information society.

Traditional telephone calls continue to be the industry's biggest revenue generator,

but thanks to advances in network technology, Telecom today is less
about voice and increasingly about text (messaging, email) and images (e.g. video
streaming). High-speed internet access for computer-based data applications such
as broadband information services and interactive entertainment, is
pervasive. Digital Subscriber Line (DSL) is the main broadband telecom
technology. The fastest growth comes from (value-added)services delivered
over mobile networks.

1.7 Market segmentation

Of all the customer markets, residential and small business markets are the

toughest. With hundreds of players in the market, competitors rely heavily on
price; success rests largely on brand name strength and investment in
efficient billing systems. The corporate market remains the industry's favorite. Big
corporate customers are concerned mostly about the quality and reliability of their
telephone calls and data delivery while being less price-sensitive than residential
customers. Multinationals, spend heavily on telecom infrastructure and
premium like high-security private networks and videoconferencing. Network
connectivity can also be provided to other telecom companies by wholesaling
circuits to heavy network users like internet service providers and large
corporations.
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1.8 Mergers & acquisitions

Around 24,800 M&A deals have been conducted in the Telecommunication

Industry with either the acquirer or the target company coming from the
Telecommunications sector. In total over 5.712 bil. USD have been spent on M&A
between 1985 and 2018 in this industry.[7] There has only been one big M&A wave
around 1999 and 2000. In most other industry there are three waves between 1990
and 2018. Since 1999 deal value shrunk by -90.12% and is expected to stagnate in
2018.

1.9 Industry Scenario

The Telecommunications industry is divided into following subsectors:

Infrastructure, Equipment, Mobile Virtual Network Operators (MNVO), White
Space Spectrum, 5G, Telephone service providers and Broadband.

According to a study by GSMA, smartphones are expected to account for two out
of every three mobile connections globally, making India the fourth largest
smartphone market by 2020. India is expected to lead in the growth of smartphone
adoption globally with an estimated net addition of 350 mn by 2020.

Telecom tower in India is set to boom as its tenancy ration will increase from 1.95
times in 2016 to 2.9 times by 2020 due to the expansion of 3G and 4G and the
onset of 5G technologies.

More than 60 companies have received approval from the Department of

Telecommunications (DoT) in May 2017 to provide MVNO services; the majority
of these companies are focused on Tier 2 and Tier 3 cities.

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1.10 Telecom sector analysis

 India is the world's second-largest telecommunications market, with around

1.2 billion subscribers as of September 2018. The telecom market can be
split into three segments – wireless, wireline and internet services. The
wireless market comprises 98.1% of the total subscriber base. India's
telephone subscriber base has expanded at a CAGR of 19.6%, reaching
1,183.4 million at the end of FY18. Tariff reduction and decline in handset
costs has helped the segment to gain in scale.

 The cellular segment is the dominant segment in the industry by making

itself available in the rural areas where the teledensity is far lower (56.9%)
than that in urban India (171.1%).

 Strong policy support from the government has been crucial to the sector's
development. Foreign Direct Investment (FDI) cap in the telecom sector has
been increased to 100% from 74%.

 With daily increasing subscriber base, there have been a lot of investments
and developments in the sector. The industry has attracted FDI worth US$
31.75 billion during the period April 2000 to June 2018, according to the
data released by Department of Industrial Policy and Promotion (DIPP).

Supply

 Intense competition has resulted in prompt service to the subscribers.

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Demand

 Given the low tariff environment and relatively low rural and semi urban
penetration levels, demand will continue to remain higher in the foreseeable
future across all the segments.

Barriers to entry

 Complex regulations, high capital investments, well-established players who

have a nationwide network, license fee, continuously evolving technology
and lowest tariffs in the world.

Bargaining power of suppliers

 Improved competitive scenario, mobile number portability (MNP), and

commoditisation of telecom services has led to reduced bargaining power
for services providers.

Bargaining power of customers

 A wide variety of choices available to customers both in fixed as well as

mobile telephony has resulted in increased bargaining power for the
customers.

Competition

 Competition will increase as Reliance JioInfocomm (RJio) has entered the

industry in 2016. Reduced tariffs have hurt all incumbent operators. Also,
customers' low switching cost and price sensitivity are increasing
competition among players.

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1.11 Financial year

 FY18 was a decisive year for the Indian Telecom Sector on numerous
counts. Industry revenue table continued to remain under pressure, with the
launch of aggressive price offerings by the latest entrant. The continuing
disruption hastened consolidation and operators with stretched balance
sheets found it difficult to survive.

 The sector is witnessing exponential data traffic growth led by increased

smartphone penetration, cheaper data tariffs, and proliferation of regional
content. Though the mobile broadband penetration is approximately 30%
today, it is expected to grow manifold and make India the second largest
smartphone market (ahead of US and just behind China). Further, data traffic
is expected to grow 7-fold from 2016-2021.

 The year saw financial stress across the industry ultimately leading to
hastening of the eventual consolidation in the industry. The year saw a host
of operator shut downs and M&A announcements. This has fast tracked the
customer consolidation and consequently the customer base has registered a
muted growth of 1% in FY18 vis-à-vis 1,194.6 million last year and there
has been a marginal decline in the tele-density from 93% last year. The tele-
density level stood at about 92.8% as on 31 March 2018.

 The sector has witnessed a strong growth of internet users and remains to
have world's second highest number of internet users. The wire-line
customer base was at 22.8 million at the end of 31 March 2018 as against
24.4 million at the end of 31 March 2017.

 The sector regulator, Telecom Regulatory Authority of India (TRAI) has

announced a reduction in International Termination Rate (ITR) from H 0.53

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 per min to H 0.30 per min w.e.f. 1 February 2018. With the enactment of
GST Act, 2017, various central and state taxes have been subsumed in a
unified Goods & Services tax (GST) w.e.f. 1 July 2017. The GST rate for
telecommunication and broadcast services has been fixed at 18%.

1.12 Prospects

 Revenues from the telecom equipment sector are expected to grow to US$
26.4 billion by 2020. The number of internet subscribers in the country is
expected to double by 2021 to 829 million and overall IP traffic is expected
to grow 4-fold at a CAGR of 30% by 2021.

 The Indian Government is planning to develop 100 smart city projects,

where IoT would play a vital role in development of those cities. The
National Digital Communications Policy 2018 has envisaged attracting
investments worth US$ 100 billion in the telecommunications sector by
2022.

 The fixed line business continues to remain muted despite the low
penetration levels in the country. The increasing demand for data based
services such as the Internet is the major catalyst in the growth of the sector.
The scale of the mobile opportunity in India is therefore immense.

 Increasing choice and one of the lowest tariffs in the world have made the
cellular services in India attractive for the average consumer. The teledensity
in urban areas is about 153.5%. Therefore, the main driver for future growth
would be the rural areas where wireless tele-density is around 57.6%.

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 India's growth momentum is likely to accelerate in FY19, with continued
focus on infrastructure creation and manufacturing, and trickle-down impact
of past policy reforms. In addition, long-term economic growth will be
driven by major factors: low interest rates; benign inflation; favourable
demographics (half of the population is below the age of 35); and greater
focus on formalisation and digitisation of the economy.

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 CHAPTER 2

COMPANY PROFILE

OPPO PVT LTD.

Oppo Electronics Corporation, commonly referred to as Oppo, is a Chinese

consumer electronics and mobile communications company headquartered
in Dongguan, China, known for its smartphones, Blu-ray players and other
electronic devices. A leading manufacturer of smartphones, Oppo was the top
smartphone brand in China in 2016 and was ranked No. 8 worldwide.

2.1 HISTORY

The brand name Oppo was registered in China in 2001 and launched in
2004. Since then, they have expanded to all parts of the world.

In June 2016, Oppo became the biggest smartphone maker in China, selling its
phones at more than 200,000 retail outlets.

2.2 BRANDING

Korean boy band 2PM prepared a song known as "Follow Your Soul" in a
promotional deal with Oppo for launching its brand in Thailand in 2010. [7] In June
2015, the company signed an agreement with FC Barcelona to become an official
partner of the Spanish football club.

In 2016, PBA tied up with this company as its official smartphone partner starting
from 2016 PBA Commissioner's Cup which was held on February 10.

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Oppo also hires celebrity endorsers in Vietnam, especially SơnTùng M-TP who
endorses three smartphone units like Neo 5, Neo 7 and F1s. Oppo made a
sponsorship to one of Vietnam's top-rated reality shows, The Face Vietnam.

In October 2017, Oppo Thailand launched a new ad of Oppo F5 smartphone with a

new ad presenter: famous Thai actor, NadechKugimiya. Oppo Malaysia also
launched a new Oppo F5 smartphone with Fattah Amin and AydaJebat as their
brand ambassadors.

In 2017, Oppo won the bid to sponsor the Indian national cricket team and has
achieved the rights to display their logo on the team’s kits from 2017 to 2022.
Within this period the Indian national cricket team will play 259 International
matches consisting of 62 Tests, 152 ODIs, and 45 T20 Internationals. This number
also includes the 2019 World Cup in England and 2020 T20 World Cup in
Australia. The current base price for bilateral matches involving India has been set
at Rs 4.1 crore (approx.) and for Asian Cricket Council (ACC) and International
Cricket Council (ICC) matches, it is Rs 1.56 crore (approx.) - almost a four-fold
increase from its earlier rate.

2.3 Products

Phones

OPPO entered the mobile phone market in 2008.

The OPPO Find 7 is a phablet with a total of 3GB of RAM and a 2.5 GHz
QuadCore processor. The OPPO Find 7 is also available in another variant called
the Find 7a, which has a 1080p screen and 2GB of RAM compared to the Find 7,
which sports higher specs. It was announced on 19 March 2014 and was released
in April 2014. It is similar in design to the OnePlus One released in April 2014.

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In September 2013, OPPO announced the N1. A successor, the OPPO N3, is priced
at $449 as of early 2016.

In May 2017, OPPO launched the A77 in Taiwan. It is fueled by a 1.5GHz octa-
core MediaTek MT6750T processor combined with 4GB of RAM and runs on
Android 6.0 Marshmallow OS.

The OPPO R5, which was launched in November 2014, was at the time the world's
thinnest smartphone. It is 4.85mm in thickness except for a slight bulge where the
camera lens is located. The R5 has a 2,000 mAh battery which can be charged up
to 75% in 30 minutes using OPPO's own VOOC Flash Charging technology. The
R5 uses a SnapDragon 615 octa-core processor, running at 2.1 GHz. OPPO began
shipping the R5 in the UK on 20 February 2015. One of OPPO's older phones, the
Finder, previously held the record for the world's thinnest smartphone. In June
2016, OPPO became No.1 Smartphone maker in China, selling its phones at some
200,000 retail outlets.

Other smartphones OPPO produced are the U705T Ulike 2, U701 Ulike, R610,
R811 Real, R817 Real, R819 / R819T and the T29. The OPPO Find 5 was released
in America in February 2013, the OPPO Find 5 features clean lines, thin
rectangular shape, and overall elegant appearance. The OPPO Find 5 features a
pixel density of 441 ppi, which puts it in the highest range of the mobile phones
with HD display at its release time. In July 2013, a refreshed OPPO Find 5
launched in China. The processor has been changed to Snapdragon 600 instead of
the Snapdragon S4 Pro. The Android version has been updated to Android 4.2.2 as
well while other specifications remained the same.

On 23 September 2013, OPPO announced the N1, which has a 5.9″ 1080p display
(373 ppi), 1.7 GHz Qualcomm Snapdragon 600 processor, 3,610mAh battery,

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16GB or 32GB of storage, 2GB RAM, and a 13MP camera that can rotate, touch-
panel on the back, and option to flash CyanogenMod. It was released in December
2013.

On 3 August 2016, Oppo launched the F1s in India. The Oppo F1s is a selfie-
centric phone which succeeds the Oppo F1. The F1s sports a 13 MP primary
camera at the back and has a 16 MP secondary camera on the front. There's also a
fingerprint scanner housed on the home button which can not only be used to
unlock the phone, but, open apps as well. The Oppo F1s is powered by Media
Tek's MT6750 octa-core processor which is coupled with 3 GB RAM and Mali-
T860 MP2 GPU. It runs on ColorOS 3.0 based on Android 5.1 Lollipop and
features a 5.5-inch HD IPS display which is backed by 3075 mAh battery.

Maintaining the reputation of launching newer mobile phones on a regular interval,

Oppo introduced Oppo A71 in India via OnlyMobiles.com at an introductory price
of Rs.12,490. The phone sports 5.2 Inch display with 3GB RAM and Octa Core
processor with latest Android 7.1 Nougat.

Blu-ray players

Its first universal Blu-ray Disc player was the BDP-83. The BDP-93 was released
in 2010, featuring 3D compatibility and dual HDMI signal output. This was
followed by the BDP-95 whose video performance is identical in all respects with
the BDP-93, but with an improved analogue audio output section. The BDP-103
and BDP-105 models were released near the end of 2012, featuring dual HDMI
signal input in addition to dual HDMI signal output. The BDP103D was released
in October 2013. This new model is the first Blu-ray player worldwide featuring
Darbee Visual Presence technology.

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Headphones & amplifiers

In 2014 OPPO released a number of high end headphones and amplifiers. The
flagship PM-1 and PM-2 headphones along with the HA-1 desktop amplifier have
been heavily promoted in the audio community. One blogger declares the PM-2 is
"near to perfect". The company has since released other products.

Also released in 2015 was the HA-2, a portable version of the HA-1 amp/DAC
which features a battery pack option as well as a stitched leather casing. The phone
plays music in real-time to the HA-2 (via included Android or iOS micro USB
cable, or USB cable if from PC). It also can be charged using an included "rapid
charger" charging kit. Its battery pack feature can be used simultaneously while the
HA-2 is used to play music if the playing (source) device is an Apple iOS device,
though for those using an Android or Windows phone, it's only either/or. In
October 2016 an updated version was released with a new DAC chip and now
named HA-2SE. Otherwise the same as the HA-2.

2.4 INNOVATIONS

Since OPPO entered the smartphone market, it has provided different innovations
in competition with rival brands, breaking records within the industry.

• Finder (The Finder was OPPO's thinnest smartphone at that time) • Find 5 (The
Find 5 was OPPO's first Full 1080P HD Smartphone) • N1 (The OPPO N1 was
reportedly the world's first smartphone with a rotating camera) • R5 (The OPPO
R5 was OPPO's thinnest smartphone produced after the Finder) • N3 (The OPPO
N3 automated the N1's rotating camera, creating another industry first) • Find 7
(The OPPO Find 7 is the first phone can make 50MP photos) • R7 series
(Including R7, R7 plus, R7s, R7 plus Barcelona Edition, R7 Lite) • VOOC Flash

22
Charging (OPPO's own brand of rapid-charging technology) • PI (OPPO's own
image processing software) • F3 Plus (first launched in March 2017, OPPO F3 Plus
is the first phone to feature a front dual-camera lens) • R9 series (first launch in
March 2016; endorsed by Yang Yang, Yang Mi, Li Yifeng, TF Boys), become first
ranking smartphone models sold in China in June 2016. • R11 series (first launch
in June 2017, first OPPO smartphone series was built in dual-camera lens.)

2.5 SPONSORSHIP

Oppo has successfully won the bid to sponsor the Indian national cricket team and
has achieved the rights to display their logo on kit's of the team between the period
of 2017-2022.Between this period the Indian national cricket team will play 259
International matches consisting of 62 Tests, 152 ODIs and 45 T20
Internationals.This number also includes the 2019 World cup in England and 2020
T20 World cup in Australia.The current base price for bilateral matches involving
India has been set at Rs 4.1 crore (approx.) and for Asian Cricket Council (ACC)
and International Cricket Council (ICC) matches, it is Rs 1.56 crore (approx) -
almost a four-fold increase from its earlier rate.

2.6 PROMOTION

Popular Korean boy band 2PM prepared a song known as "Follow Your Soul" in a
promotional deal with OPPO for launching its brand in Thailand in 2010. In June
2015, the company signed an agreement with FC Barcelona to become an official
partner of the Spanish football club.

Also in 2015, OPPO hired Yang Mi and Luhan as the product ambassador in
China, followed by Sarah Geronimo and Alden Richards, who was named as the
first brand ambassador of OPPO in the Philippines.

23
OPPO India hired actors Hrithik Roshan and Sonam Kapoor as their brand
ambassadors. The cricketer Yuvraj Singh too has been featured in some of their
advertisements.OPPO India has recently launched a campaign starring Bollywood
Diva BipashaBasu and her husband; an actor Karan Singh Grover for Oppo F1s
Rose Gold edition.

OPPO Indonesia hired Isyana Sarasvati, Raisa Andriana, Reza Rahadian and
Chelsea Islan as their brand ambassadors.

In 2016, PBA tied up with this company as its official smartphone partner starting
from 2016 PBA Commissioner's Cup which was held on February 10.

Oppo also hires celebrity endorsers in Vietnam, especially Son Tung M-TP who
endorses three smartphone units like Neo 5, Neo 7 and F1s. Oppo made a
sponsorship to one of Vietnam's top-rated reality shows, The Face Vietnam.

24
2.7 SWOT Analysis
SWOT analysis is a strategic planning technique used to help a person or
organization identify strengths, weaknesses, opportunities, and threats related
to business competition or project planning. It is intended to specify the objectives
of the business venture or project and identify the internal and external factors that
are favorable and unfavorable to achieving those objectives. Users of a SWOT
analysis often ask and answer questions to generate meaningful information for
each category to make the tool useful and identify their competitive advantage.
SWOT has been described as the tried-and-true tool of strategic analysis.

Strengths and weakness are frequently internally-related, while opportunities and

threats commonly focus on the external environment. The name is an acronym for
the four parameters the technique examines:

 Strengths: characteristics of the business or project that give it an advantage

over others.
 Weaknesses: characteristics of the business that place the business or project
at a disadvantage relative to others.
 Opportunities: elements in the environment that the business or project could
exploit to its advantage.
 Threats: elements in the environment that could cause trouble for the
business or project.

The degree to which the internal environment of the firm matches with the external
environment is expressed by the concept of strategic fit. Identification of SWOTs
is important because they can inform later steps in planning to achieve the
objective. First, decision-makers should consider whether the objective is

25
attainable, given the SWOTs. If the objective is not attainable, they must select a
different objective and repeat the process.

Some authors credit SWOT to Albert Humphrey, who led a convention at the
Stanford Research Institute (now SRI International) in the 1960s and 1970s using
data from Fortune 500 companies. However, Humphrey himself did not claim the
creation of SWOT, and the origins remain obscure.

SWOT ANALYSIS OF OPPO

OPPO smartphones have been launched by BBK electronics which is China-based

organization. The brand was launched in the year of 2004. The brand is selling
Smart Phones in more than 20 countries in the world. OPPO phones aim to deliver
the best class designs and smart technology to the users.

Strengths in the SWOT analysis of OPPO :

This helps in understanding the core areas of the business where it beats the
competition and has the competitive advantage in the market. Strengths are
generally the core competency of the business.

1. Newer and Better products – OPPO phones come with great features and
have launched first-ever rotating phone camera and many other features
which are never launched by any other phone.
2. Brand Building – OPPO phones has collaborated with big celebrities and
made them ambassadors to market the product better and position the
phones in the minds of the customer

26
 3. Quick Market Capture – OPPO has been able to make its name and position
in the market in a very short period of time due to its very exciting features
offered to the customers.
4. Price Point – The OPPO phones are available at affordable prices which is
another factor which made OPPO phones readily accepted by the consumers
in the market.
5. Product Line – OPPO has not only being marketing phones but at the same
time are into Blu-ray devices and headphones
6. Parent brand strategy – OPPO phone’s parent brand owns other two famous
phone brands as well which are one plus and Vivo. This depicts that BBK
has a very strong strategy in place to market phones at different segments

Weakness in the SWOT analysis of OPPO :

This is the pain area of the organization where it does not have the resources or
skills. Business has to work upon these areas so that they are not left behind from
the competition. Though there will be some or the other weakness it should not be
an area which takes the business pout off the market

1. Competition – Mobile Phone market is highly competitive and there are

numerous players who are fighting for the same market and hence it
becomes very difficult
2. User Interface – The user interface is not made keeping in mind the usage
from the non-tech savvy consumers.
3. Poor Post-Sales Support – One of the main disadvantages of buying OPPO
series is that the after sales support extend by the brand is not good. After
sales service built the trust in the brand that in case something goes wrong

27
 then service centers are there to help them out but OPPO has not been able
to provide good support to the customers which inhibit its growth in the
market ass customers cannot trust the brand.
4. Quality is Poor – The quality provided by the OPPO phones at the price they
put is inferior and hence the tradeoff is clearly seen in the price. Low price
low quality.

Opportunities in the SWOT analysis of OPPO :

This helps in understanding what other things a business can do with the current
skills and resources. It helps the business to know the areas where it can expand
and take a lead in order to diversify the business and expand the customer base

1. Brand Association – OPPO can try to associate with events to market to

wider and different segments of customer that will help to enhance the
customer base
2. Flagship Products – OPPO can launch newer phones that can compete with
other big market players like Samsung and Apple which will help to
increase the visibility of the brand in the market.

Threats in the SWOT analysis of OPPO :

This analysis helps in understanding what are the areas which can impact the
business in future or right away. So business has to prepare itself to handle the
threats in the market landscape. Competition or increasing number of players in the
market with same value proposition is a threat to business as it directly lowers the
customer base and revenue.

28
 CHAPTER 3
RESEARCH METHODOLOGY
3.1 DEFINATION
Research methodology is a way to systematically solve the research problem.
It may be understood as a science of studying how research is done
scientifically. In it we study the various steps that are generally adopted by a
researcher in studying his research problem along with the logic behind them.
It is necessary for the researcher to know not only the research
methods/techniques but also the methodology.

Research methodology has many dimensions and research methods do constitute a

part of the research methodology. The scope of research methodology is wider than
that of research methods. Thus, when we talk of research methodology we not only
talk of the research methods but also consider the logic behind the methods we use
in the context of our research study and explain why we are using a particular
method or technique and why we are not using others so that research results are
capable of being evaluated either by the researcher himself or by others.

3.2 RESEARCH OBJECTIVE

This study will help us to understand the customer’s satisfaction about telecom
services and products. This study will help banks to understand, how a consumer
selects, organizes and interprets the quality of service and products offered by the
oppo.. In this background this study tries to analyze the customer satisfaction
towards telecom services in offered by oppo.

29
3.3 SCOPE OF THE STUDY:
This study is limited to the customers with in New Delhi city. The study will be
able to reveal the preferences, needs, satisfaction of the customers regarding the
telecom services. It also help telecom industries to know whether the existing
products or services they are offering are really satisfying the customers’ needs.

3.4 OBJECTIVE OF THE STUDY

1.1To study the major attributes of customer satisfaction.
2.1To study the main factors influencing the level of customer satisfaction in
OPPO mobiles.
3.1To study the level of customer satisfaction on the quality of service by the
OPPO.
4.1To study consumer perception about the OPPO company.
5.1To study the different products and services offered by the OPPO.

Descriptive research

refers to research that provides an accurate portrayal of characteristics of a

particular individual, situation, or group. Descriptive research, also known as
statistical research. These studies are a means of discovering new meaning,
describing what exists, determining the frequency with which something occurs,
and categorizing information. For example, Finding the most frequent disease that
affects the children of a town. .

30
Data collection 

is the process of gathering and measuring information on targeted variables in an

established systematic fashion, which then enables one to answer relevant
questions and evaluate outcomes. Data collection is a component of research in all
fields of study including physical and social sciences, humanities, and business.
While methods vary by discipline, the emphasis on ensuring accurate and honest
collection remains the same. The goal for all data collection is to capture quality
evidence that allows analysis to lead to the formulation of convincing and credible
answers to the questions that have been posed.

3.5 Methods of Collection of Data

While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types i.e.

1. Primary Data
2. Secondary Data

Primary and secondary data fall within the scope of statistics and can be used as
part of a research method. The collected data may assist a company in measuring,
assessing and discussing the results of data collection for whatever purposes the
information is required. This is where the differences between the two become
relevant as some companies need a direct approach and therefore uses primary data
sources whereas others need previously collected information - that is, secondary
data - which they can apply to their own situation.

31
Sometimes both methods are used in research as companies want to measure their
own responses and previously-generated responses from which a comparison can
be made.

PRIMARY DATA

Primary data can be explained, therefore, as information collected from sources

such as personal interviews, questionnaires or surveys with a specific intention and
on a specific subject, and observation and discussion by the researcher him or
herself, which information is then assessed by that person. It is a direct approach
and, as it is tailored to a company's particular needs, reveals apparently, much-
needed information to that company which started the research that is, the results
are used for the purpose for which they were originally intended. It can be a
lengthy process but does provide first-hand information.

The main methods of primary data collection include:

• Questionnaires

• Interviews

• Observation

• Case studies

• Diaries

The primary data, which is generated by the above methods, may be qualitative in
nature (usually in the form of words) or

Quantitative (usually in the form of numbers or where you can make counts of
words used) . Brief outlines of these methods follow:

32
1. Questionnaires

Questionnaires are a popular means of collecting data, but are difficult to design
and often require many rewrites before an acceptable questionnaire is produced.

2. Interviews

Interviewing is a technique that is primarily used to gain an understanding of the

underlying reasons and motivations for people’s attitudes, preferences or behavior.
Interviews can be undertaken on a personal one-to-one basis or in a group. They
can be conducted at work, at home, in the street or in a shopping center, or some
other agreed location.

3. Observations

Observation involves recording the behavioral patterns of people, objects and

events in a systematic manner.

4. Diaries

A diary is a way of gathering information about the way individuals spend their
time on professional activities. They are not about records of engagements or
personal journals of thought! Diaries can record either quantitative or qualitative
data, and in management research can provide information about work patterns and
activities. They are commonly used in “Income and

Expenditures Survey” also known as “Consumer Expenditures Survey” and

“Family Household Budget Survey.” Diaries are very important because the
respondents write down their expenses during a specified period of time (one week
or two -weeks) and then the enumerator (field researcher) meets with the family

33
and retrieves the diary so that the information can be transcribed or converted into
data readable format.

SECONDARY DATA

Definition: When the data are collected by someone else for a purpose other than
the researcher’s current project and has already undergone the statistical analysis is
called as Secondary Data.

The secondary data are readily available from the other sources and as such, there
are no specific collection methods. The researcher can obtain data from the sources
both internal and external to the organization. The internal sources of secondary
data are:

 Sales Report
 Financial Statements
 Customer details, like name, age, contact details, etc.
 Company information
 Reports and feedback from a dealer, retailer, and distributor
 Management information system

There are several external sources from where the secondary data can be collected.
These are:

 Government censuses, like the population census, agriculture census, etc.

 Information from other government departments, like social security, tax
records, etc.
 Business journals
 Social Books
34
  Business magazines
 Libraries
 Internet, where wide knowledge about different areas is easily available.

The secondary data can be both qualitative and quantitative. The qualitative data
can be obtained through newspapers, diaries, interviews, transcripts, etc., while the
quantitative data can be obtained through a survey, financial statements and
statistics.

One of the advantages of the secondary data is that it is easily available and hence
less time is required to gather all the relevant information. Also, it is less expensive
than the primary data. But however the data might not be specific to the
researcher’s needs and at the same time is incomplete to reach a conclusion. Also,
the authenticity of the research results might be skeptical.

3.6 METHODOLOGY:

The methodology adopted to achieve the project objective involved descriptive and
exploratory research method. The information required for fulfilling the objective
of study was collected from primary as well as secondary sources.

3.7 DATA COLLECTION:

Primary data-The data was collected through survey method by way of distributing
questionnaires to the employees. The questionnaire was carefully designed by
taking into account the parameters of the study.

Secondary data-The data obtained for the study is also collected from internet,
websites, research papers etc.

35
3.8 SAMPLE SIZE:

A sample size of 50 CUSTOMERS was chosen for the purpose of the study.

3.9 TOOLS FOR ANALYSIS:

The data collected from all the sources was analyzed and interpreted in a
systematic manner with a help of Questionnaire, Google Forms and MS-EXCEL.

36
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

1. How many phones do you have?

OPTIONS FREQUENCY
a) 1 15
b) 2 10
c) 3 20
d) More than 3 5

Sales
10%

30%
a)     1
b)    2
c)     3
d)    More than 3

40%

20%

Fig 1

INTERPRETATION

Most of the people have 3 phones

Phone is the general necessity now a days

37
2. What brand is it?

OPTIONS FREQUENCY
a) Vivo 6
b) Oppo 19
c) Samsung 13
d) Ziaomi 9
e) Other 3

Sales
6%
12%

18% a)     Vivo

b)    Oppo
c)     Samsung
d)    Ziaomi
e)     Other

38%

26%

Fig 2

INTERPRETATION

There are different brands in the market regarding mobiles phones but the most
trending phone brands which most people are using are Oppo and Samsung

38
3. How often do you change your mobile?

OPTIONS FREQUENCY
a) Every month 2
b) After every 6 months 11
c) After every year 20
d) After 2 years 17

Sales
4%

22%
34% a)     Every month
b)    After every 6 months
c)     After every year
d)    After 2 years

40%

Fig 3

INTERPRETATION

Most of the people changes their phone after 1 year or after 2 years

39
4. Why do you choose your brand ?

OPTIONS FREQUENCY
a) Due to its color 6
b) Due to its battery 19
c) Due to its camera 20
d) Due to its size 5

Sales
10% 12%

a)   Due to its color

b)   Due to its battery
c)   Due to its camera
d)   Due to its size

40% 38%

Fig 4

INTERPRETATION

40
Most of the people choose Oppo as a phone brand because of its battery life and
camera features .

5. What is the most important features you see in a mobile phone?

OPTIONS FREQUENCY
a) Camera 13
b) Color 7
c) Size 10
d) Battery 15
e) All 5

Sales
10%

26%
a)   Camera
b)   Color
c)   Size
d)   Battery
30%
e)   All

14%

20%

Fig 5

INTERPRETATION

41
 Most important features people see in mobile phones is battery life and
camera. Rest of the features are also important .

6. From where do you get to know about your brand?

OPTIONS FREQUENCY
a) Tv 14
b) Newspaper 1
c) Friends 20
d) Other source 15

Sales

30% 28%
a)   Tv
b)   Newspaper
c)   Friends
d)   Other source

2%

40%

Fig 6

42
INTERPRETATION

Most of the people get to know through their friends and television about their
phone brands.

7. What is the price range do you usually get attracted?

OPTIONS FREQUENCY
a) 5K- 10K 14
b) 10K-20K 20
c) 20K-30K 14
d) More than 30K 2

Sales
4%

28%
28% a)   5K- 10K
b)   10K-20K
c)   20K-30K
d)   More than 30K

40%

Fig 7

43
INTERPRETATION

Most of the people get attracted towards the price range between 10k to 20k.

8. Do you satisfied with customer services provided by you brand company?

OPTIONS FREQUENCY
a) Very satisfied 17
b) Satisfied 17
c) Neither satisfied nor dissatisfied 10
d) Dissatisfied
e) Very dissatisfied 3
3

44
 Sales
6%
6%

a)   Very satisfied

34% b)   Satisfied
c)   Neither satisfied nor
20% dissatisfied
d)   Dissatisfied
e)   Very dissatisfied

34%

Fig 8

INTERPRETATION

Yes people are very much satisfied by the customer services provided by the
brand company.
9. How much you are satisfied by the availability of your brand?

OPTIONS FREQUENCY
a) Very satisfied 25
b) Satisfied 13
c) Neither satisfied nor dissatisfied 10
d) Dissatisfied
e) Very dissatisfied 1
1

45
 Sales
2% 2%

20% a)   Very satisfied

b)   Satisfied
c)   Neither satisfied nor
dissatisfied
50% d)   Dissatisfied
e)   Very dissatisfied

26%

Fig 9

INTERPRETATION

People are very much satisfied by the availability of the brand

10. Which SIM do you use?

OPTIONS FREQUENCY
a) Airtel 25
b) Vodafone 19
c) Jio 5
d) Idea 1

46
 Sales
2%
10%

a)     Airtel
b)    Vodafone
c)     Jio
50% d)    Idea

38%

Fig 10

INTERPRETATION

Most of the people prefer Airtel and Vodafone as sim cards in their phone

CHAPTER 5

FINDINGS AND RECOMMENDATIONS

1. Most of the people have 3 phones.
2. Phone is the general necessity now a days.
3. There are different brands in the market regarding mobiles phones but the
most trending phone brands which most people are using are Oppo and
Samsung.
47
 4. 50% of the people changes their phone after 1 year or after 2 years.
5. Most of the people choose Oppo as a phone brand because of its battery life
and camera features .
6. Most important features people see in mobile phones is battery life and
camera. Rest of the features are also important.
7. 70% of the people get to know through their friends and television about
their phone brands.
8. 40% of the people get attracted towards the price range between10k to 20k.
9. People are very much satisfied by the customer services provided by the
brand company.
10.50% of the People are very much satisfied by the availability of the brand.
11.90% of the people prefer Airtel and Vodafone as sim cards in their phone.

CHAPTER 6

CONCLUSION
• It is suggested that business has very shallow understanding about OPPO brand.
Most of the people only know about some general information such as OPPO is
gaintchinese brand making high tech smartphones. The reason for such low level is
lack of communication. OPPO does not have any formal channels to communicate
with the consumer community.

48
• OPPO brand performance is made up by the quality of its smartphone and its
innovative features and functions. For the functions although OPPO has some
valuable achievement already like VOOC rapid change still they are not widely
recognized by the consumer community which is a huge waste for oppurtunities to
make good impression and build up the brand reputation for comprehensive
performance at all fronts.

• General comments about OPPO brand image as a smartphone is good. However,

due to some negative impression about chinese branded smartphones. OPPO is still
far away from developing its image as a reliable brand. Moreover, business
perception about OPPO is that it is just chinese branded smartphone.

• It is suggested that the product quality is not satisfactory and the product will not
go with the image of the consumer then their feeling toward OPPO is that this not
the right product to choose and also not a safe place to set up a long term
relationship. However, if OPPO able to Fixthat through designing and integrating
market research and consulting with end users about market.

CHAPTER 7

BIBLOGRAPHY

 https://www.google.com
 https://www.wikipedia.com
 http://www.academia.edu

49
 https://www.mbaskool.com
 https://www.oppo.com

ANNEXURE

1. How many phones do you have?

e) 1
f) 2
g) 3
h) More than 3

2. What brand is it?

50
f) Vivo
g) Oppo
h) Samsung
i) Ziaomi
j) Other

3. How often do you change your mobile?

e) Every month
f) After every 6 months
g) After every year
h) After 2 years

4. Why do you choose your brand

e) Due to its color
f) Due to its battery
g) Due to its camera
h) Due to its size

5. What is the most important features you see in a mobile phone?

f) Camera
g) Color
h) Size
i) Battery
j) All

6. From where do you get to know about your brand?

e) TV
51
 f) Newspaper
g) Friends
h) Other source

7. What is the price range do you usually get attracted?

e) 5K- 10K
f) 10K-20K
g) 20K-30K
h) More than 30K

8. Do you satisfied with customer services provided by you brand company?

f) Very satisfied
g) Satisfied
h) Neither satisfied nor dissatisfied
i) Dissatisfied
j) Very dissatisfied

9. How much you are satisfied by the availability of your brand?

a) Very satisfied
b) Satisfied
c) Neither satisfied nor dissatisfied
d) Dissatisfied
e) Very dissatisfied

10. Which sim do you ?

a) Airtel
52
b) Vodafone
c) Jio
d) Idea

53