Dissertation Term 6

“Comparative Study of consumer perception between Vivo and
Samsung”
A thesis submitted in partial fulfilment of the requirement of

PGDM
(Post Graduate Diploma in Management)
Submitted By:
Tejpal Singh
IILM Academy of Higher Learning

Jaipur Campus
2019
Approval Page
I hereby declare that the Project work “Comparative Study of consumer perception
between Vivo and Samsung”
submitted by me for the Dissertation during the Post Graduate Diploma in Management to
IILM Academy of Higher Learning, Jaipur is my own original work and has not been submitted
earlier either to IILM or to any other Institution for the fulfillment of the requirement for any
course of study. I also declare that no chapter of this manuscript in whole or in part is lifted
and incorporated in this report from any earlier / other work done by me or others.
Signature of Student: Signature of Faculty Mentor: __________
Name of Student: Name of Faculty Mentor: -
Tejpal Singh Ms. Kalpana Rajpurohit
Designation:
ASST.PROFESSOR
Date: _____________________________
Place: JAIPUR
Table of contents
Topic Page Number

Abstract 4
Acknowledgement 5
Literature Review 6-7
Research Methodology 8
Questionnaire 9-10
Analysis 11-50
Interpretation/Conclusion 51
Hypothesis Analysis 52-55
Limitation 56
References 57
3
Abstract
The aim of the study is to investigate the factors that affect the consumer Perception towards
purchase of smart phones brands Samsung and Vivo.
There are millions of people online every moment and they all are potential consumer in the
online market. Since there are so many providers, the most important thing for organisations
is to understand what are consumers wants and needs in this competitive business
environment.
Customer behaviours are influenced by different factors such as culture, social class,
references group relation, family, income level and income independency age, gender etc and
so they show different customer behaviours.
A questionnaire will be designed online, since the research is an online consumer behaviour
study, online data collection methods and preferred. The link of the questionnaire will be
shared with different people with estimation of 150 sample size.
The result of this study would contribute markets who is already present in the market and
wants to maintain the loyalty of their customers. It can also be a part of the study on
international consumer behaviour toward online shopping.
4
Acknowledgement
I wish to express my gratitude to IILM Academy of Higher Learning, Jaipur for giving me an
opportunity to be a part of their esteemed Institute and enhance my knowledge by granting
permission to do summer training project under their guidance. I am deeply indebted to my
faculty guide and mentor Ms. Kalpana Rajpurohit (Assistant Professor, IILM-AHL, Jaipur)
for her valuable and enlightened guidance. She provided me with the opportunity to learn in
this project of HR specialization and spared her valuable time to help me. This project has
been possible due to the support of several wonderful individuals. I would like to thank many
unknown individuals, with whom I interacted. All of them with their due cooperation and
motivation made the completion of this project successful. I would like to thank them all.
Last but not the least I am highly obliged to my friends and colleagues for their help and
support. The learning during the project was immense and valuable.
Regards
Tejpal Singh
5
LITERATURE REVIEW
The buying decision of the consumer is majorly affected by the branding strategies of the
companies. The level of consumer comfort and other influencing factors affect the buying
decision of the consumer. The focus of this research is to find out the dominating factors
which affect the consumer decision while buying the smartphones. Less research work has
been done on the topic in India as compared to other developed countries. the interest area of
Indian consumers is shifting from conventional phone to smart phones and this study can help
the marketers regarding the consumer perception towards smartphone.
As per Morgan and Hunt the cost of retaining is less than to get hold of new one.
According to Westch behavioural data is used in marketing to appraise the customer loyalty
because the collection of data is easy but we cannot differentiate between real and fake
loyalty. Loyalty is a condition in which customer tries to stick with the same product or brand
despite the change in the market situations. When the present brand makes changes in
product’s feature and it signifies the likelihood of customer to shift to some other brand. As
the loyalty of customer increases towards a particular brand then predisposition of the
customer to competitors’ action decreases.
The users of smartphones tend to be younger compared to general cell phone users Young
people specify a higher level of satisfaction while texting compared to older people in terms
of function of smartphone.
Graziano and Tobin has explained sociability as “a compassionate interpersonal
orientation described as being kind, considerate, likable, helpful and cooperative”.
Ehrenberg et al after examining young people’s usage of technology found that
unfriendly Individuals spend more time on calls and individuals with lower self-esteem
spent more time using instant messaging and showed stronger instant messaging addictive
tendencies.
Phillips et al explained that young people with low friendliness used their phones to play
games. Diligent are most likely to carefully find the ways to use the technology that
would make them more efficient.
Devaraj et al found out that thoroughness moderates the relationship between perceived
usefulness of technology and intentions to use technology such that the relationship was
stronger for individuals with higher thoroughness.
Jonathan, Lee et al. has analysed the mobile phones service market indicates support for
the moderating role of switching cost.
Nasr Azad et al. said that selection process of cellular phones of the customer is based on
the brand.
Mehran Rezvani et al. investigates the impact of Word of Mouth on consumer-based
brand equity.
Mokhtar et al. has studied the relationship between the service quality and customer
retention
6
Chakraborty and Sengupta explained the different aspects of prediction of switching
proclivity of customers from one service provider to another.
Harsha de Silva generally showed that adoption of mobile phones has significant benefits
not just to the customers but to the community at large.
Arvind Sahay and Nivedita Sharma, focused on peer influence, family influence, and
brand relationships affect the switching intentions amongst young consumers from one
brand to other.
7
RESEARCH METHODOLOGY
Research approach:
The research will be quantitative as we will the collect the data and try to draw a conclusion
from our exploration. The data will be collected through the questionnaire. The research will
be entirely based on survey. The primary focus of the research is to find out the following.
 What are factors that makes the consumer stick to a particular brand.
 Different parameters consumer analysis and compare before purchase
 What makes consumer to look for a particular phone.
Research design:
Explanatory and descriptive research designs are applied. Descriptive survey provides
accurate portrayal of the characteristics such as, abilities, behaviour, opinion etc. of a group
or a particular individual. It was chosen to meet the objectives of the study.
Data collection techniques:
Primary data will be collected through questionnaire that will be provided them through mail
and other tools like WhatsApp and Facebook
Secondary data will be collected through previous studies mentioned in the literature review.
Total care will be taken that data collected is authenticated, reliable and trustworthy.as the
conclusion of the research will be more influenced by the primary data collected.
Sampling design:
Sampling unit: sampling unit will be collected on different parameters belonging from
different age group, different income group and gender difference will also be considered.
Sample size: the sample size will be of 100 to 120.
Sampling technique: The technique will be random sampling to avoid the biasness among
the samples collected.
Tools of analysis:
M.S. Excel will be used as the tool to analyse and interpreted the data collected.
8
Questionnaire
1.What is Your name?
2.What is your gender?

 Male
 Female
3.What is your age?

 18-25
 26-30
 31-35
 36 & above
4.What is your Profession?

 Student
 Private sector
 Public sector
 Business
5.What is your Monthly Income?

 15k-25k
 26k-40k
 41k-60k
 60k & above
6. How frequently you buy a new phone?

 Every 6 months
 Once in a year
 More than a year
7.Which brand do You prefer?

 Samsung
9
 Vivo
 Other
8.What things you look for while Purchasing a smart phone?

 Processor
 Camera
 Battery
 Design of phone
 RAM & ROM
9. How you like to compare Phone?

 Online
 Offline
10. What makes you interested in a phone?
 Advertisement
 Word of Mouth
 Promotional Activity
11. Which series phone you prefer in Vivo?
 X series
 V series
 Y series
12. Which Series you prefer in Samsung?
 A series
 M series
 S series.
13. Which Price Segment Do You Prefer?
 10k-15k
 16k-25k
 25k-40k
 40k & above
14. Which mode do you Prefer for Purchasing?
 Online
 Offline
15. Why you choose same brand again?
 Quality of Product
10
 After sales Services
 Offers from the company
Analysis
Analysis as Per Gender:

Smart Phone Preference
Grand
Preferred Brand Female Male Total
Apple 1 1 2
Honour 1 1
NOKIA 1 1
One plus 1 1
Realme 1 1
Redmi 1 1 2
Samsung 20 24 44
Vivo 16 32 48
Grand Total 39 61 100
32
24
1
Male 1
1
Vivo
1
Samsung
1 Redmi
Realme
One plus
16 NOKIA
20 Honour
1
Apple
1
Apple
Female
0 5 10 15 20 25 30 35
As per the data collected 51% of the females prefer Samsung and 40% female prefer vivo and
remaining 9% female prefer any other brand.
52% of the males prefer vivo over any other brand 39% of the population has chosen the
Samsung and remaining 9% has chosen other brands.
11
Features to look before purchasing:
Grand
Features Female Male Total
Battery 8 10 18
Camera 20 23 43
Design of Phone 1 11 12
Processor 5 14 19
Storage (RAM & ROM) 5 3 8
25
20
15
Female
Male
10
0
Battery Camera Design of Phone Processor Storage (RAM &
ROM)
After analysing the data, the outcome that has been recoded are as follows:
Majority of females that is 51% look for the camera in the mobile 21% has chosen battery
and 3% said they look for design of the phone whereas 13% each for Processor and storage.
The male data is quite scattered as 38% males said they look for camera 23% looks for
processor 18% went for design 16% for battery and 5% said they look for storage.
12
Comparison of Phone Before purchasing:
Grand
Comparison Female Male Total
Offline 19 16 35
Online 20 45 65
Online
Offline
Male
Female
0 5 10 15 20 25 30 35 40 45
Here we can clearly see that most of the males that is 74% go for online comparison
whereases when it comes to females, they prefer both ways for the comparison of the mobile
phones as the percentage is 49 % and 51% for offline and online.
13
What Attracts you towards a Particular Phone:
Grand
Attraction Point Female Male Total
Advertisement 11 25 36
Promotional Activity 7 8 15
Word of Mouth 21 28 49
Attection Factor Towards Phone.
28
25
30
25 21
20 8
15 11
7 Male
10
5
Female
0
Advertisement Promotional Activity Word of Mouth
Female Male
By looking at the data it can be seen that among the given three option Word of mouth
publicity is the clear winner as 54% of female and 46% of the male said that they get
attracted towards phone through word of mouth. Then comes the advertisement by getting
28% and 41% votes respectively from female and male and the least impactful is promotional
activity with 18% and 13% from male and females.
14
Series Wise analysis of vivo:
Grand
Most Popular Series Female Male Total
V series 23 30 53
X series 11 20 31
Y series 5 11 16
11
Y series
5
20
X series Male
11 Female
30
V series
23
0 5 10 15 20 25 30
The most Popular series of vivo among both males and females is V series which is mid-Price
ranged series phones the second most popular series of phones from vivo among both males
and females is X series and the final one is Y series.
15
Series Wise analysis of Samsung:
Mal Grand
Most Popular series Female e Total
A series 9 10 19
M series 20 35 55
S series 10 16 26
16
S series
10
35
Male
M series
20 Female
10
A series
9
0 5 10 15 20 25 30 35
When it comes to the Samsung the most popular series of phones among the Males and
females is M series which is again a mid-priced range of series and second most popular
series is S series and, in the end, least popular series is A series.
16
Preferred Price Segment:
Grand
Price Segment Female Male Total
10k-15k 4 3 7
16k-25k 22 26 48
25k-40k 10 25 35
40k & Above 3 7 10
30
26
25
25
22
20
Female
15 Male
10
10
7
4
5 3 3
0
10k-15k 16k-25k 25k-40k 40k & Above
The most preferred price segment among the males is between 16k to 25 k as 43% males said
they will prefer this price range second most popular price range among the males is 25k to
40k as 41% has chosen that category after that 40k range is there and least selected range is
from 10k- 15k
Analysing the female data most chosen series is again is 16k to 25k as it got 56% vote and
the second selected most selected is 25k-40k as 26% has chosen that third one is 10k to 15k
and the last series is 40k & above.
17
Frequency of changing mobile Phones:
Grand
Frequency of changing mobile Female Male Total
Every 6 months 5 12 17
More than a year 13 16 29
Once in a year 21 33 54
33
Once in a year
21
16
Male
More than a year
13 Female
12
Every 6 months
5
0 5 10 15 20 25 30 35
When it comes to frequency of the changing the phone most the of males and females said
they change phone in once in year and second most chosen frequency is more than a year and
least chosen frequency is 6 months.
18
Mode of Purchasing Mobile Phones:
Grand
Mode of purchasing Female Male Total
Offline 21 32 53
Online 18 29 47
29
Online
18
Male
Female
32
Offline
21
0 5 10 15 20 25 30 35
Both of the mode of purchasing smart phones are chosen equally as if we look at the data
between offline and online is 54% and 46% whereas in the male population the percentages
are 52% and 48%
19
Reason to stick with company:
Grand
Brand loyalty Reason Female Male Total
After sales Services 9 15 24
Offers from the Company 7 8 15
Quality of Product 23 38 61
38
40
35
30
23
25
Female
20 Male
15
15
9
8
10 7
0
After sales Services Offers from the Company Quality of Product
When it comes to choosing the same brand over again and again most of the male and female
is Quality of the product after that after sales services and in the end offers from the
company.
20
Analysis as Per Income:
Preference of smart Phone

26k- 41k- 60k & Grand
Preferred Brand 15k-25k 40k 60k above Total
Apple 1 1 2
Honour 1 1
NOKIA 1 1
One plus 1 1
Realme 1 1
Redmi 2 2
Samsung 15 23 6 44
Vivo 17 26 4 1 48
Grand Total 37 50 11 2 100
1
Vivo 4
26
17
0
Samsung 6
23
15
0
Redmi 0
0
2
0
Realme 0
0
1
60k & above
0
One plus 0 41k-60k
1
0 26k-40k
0 15k-25k
NOKIA 0
0
1
1
Honour 0
0
0
0
Apple 0
0 1
0
Apple 1
0
0
0 5 10 15 20 25 30
Majority of the people belong to the income group of 15k to 25k per month 26k to 40k per
month and by analysing the we found out that the majority of the people from both of the
group prefer vivo over any other brand and the second preference is Samsung.
21
Frequency of Changing Smartphones:
26k- 41k- 60k & Grand

Frequency of changing Phone 15k-25k 40k 60k above Total
Every 6 months 6 10 1 17
More than a year 16 8 4 1 29
Once in a year 15 32 6 1 54
Grand Total 37 50 11 2 100
35 32
30
25
20 Every 6 months
16
15 More than a year
15 Once in a year
10
10 8
6 6
4
5
1 1 1
0
0
15k-25k 26k-40k 41k-60k 60k & above
When we look at the frequency of changing the phones from different income groups the
people belonging to income group of 15k-25k has very interesting results 43% and 41% has
respectively chosen once in a year and more than a year and rest 16% went for every 6
months.
Second Income group that is between 26k-40k has a different tendency here majority of the
people that is 64% changes their smartphones once in a year and reaming 20% and 16% gone
for 6 months and more than a year respectively.
22
Features to look for before purchasing:
26k- 41k- 60k & Grand

Features before Purchasing 15k-25k 40k 60k above Total
Battery 5 8 5 18
Camera 19 21 2 1 43
Design of Phone 9 2 1 12
Processor 8 10 1 19
Storage (RAM & ROM) 5 2 1 8
Grand Total 37 50 11 2 100
25
21
19
20
15
15k-25k
26k-40k
10
9 41k-60k
10 8 8 60k & above
5 5 5
5
2 2 2
1 1 1 1
0 0 0 0
0
ROM)
Majority of people from each income group look at the camera of the phone before
purchasing and after that processor and battery these are the major features of smart phone
people look at before purchasing the smartphones.
23
Comparison of Phone:
26k- 41k- 60k & Grand

Mode of Comparison 15k-25k 40k 60k above Total
Offline 11 20 4 35
Online 26 30 7 2 65
Grand Total 37 50 11 2 100
2
60k & above
0
7
41k-60k
4
Online
Offline
30
26k-40k
20
26
15k-25k
11
0 5 10 15 20 25 30
Majority of the people from each income group has said that they like to compare the phone
online rather than offline as we can see the ratio is of 60:40 in the 26k to 40k income group
and 70:30 in the income group of 15k-25k
24
Attraction Point towards Phone:
26k- 60k & Grand

Attraction Point 15k-25k 40k 41k-60k above Total
Advertisement 14 17 4 1 36
Promotional Activity 7 5 3 15
Word of Mouth 16 28 4 1 49
Grand Total 37 50 11 2 100
30 28
25
20
17
16
14 Advertisement
15 Promotional Activity
Word of Mouth
10
7
5
4 4
5 3
1 1
0
15k-25k 26k-40k 41k-60k 60k & above
If we talk about what makes people take interest in the smart phone majority of the people
from each income group has chosen the Word of mouth and after that advertisement and least
number of people said they get attracted towards a smartphone because of the promotional
activity.
25
Preferred Series of Vivo phones:
26k- 41k- 60k & Grand
Popular Series 15k-25k 40k 60k above Total
V series 19 30 3 1 53
X series 13 11 6 1 31
Y series 5 9 2 16
Grand Total 37 50 11 2 100
0
60k & above 1
1
2
41k-60k 6
3
Y series
X series
9 V series
26k-40k 11
30
5
15k-25k 13
19
0 5 10 15 20 25 30 35
The most popular series of phone from vivo in the income group of 26k-40k and 15-25k is V
series but in the higher income group people prefer the x series.
26
Preferred Series of Samsung phones:
26k- 41k- 60k & Grand

Popular Series 15k-25k 40k 60k above Total
A series 12 5 2 19
M series 14 36 4 1 55
S series 11 9 5 1 26
Grand Total 37 50 11 2 100
40
36
35
30
25
A series
20 M series
S series
15 14
12
11
10 9
5 5
5 4
2
1 1
0
0
15k-25k 26k-40k 41k-60k 60k & above
When it comes to the Samsung the most of the people from the income group of 15k-25k and
26k-40k prefer M series of phones whereas people from the higher income group prefer the S
series.
27
Price Segment in the phone which people prefer:
26k- 41k- 60k & Grand

Price Segment 15k-25k 40k 60k above Total
10k-15k 6 1 7
16k-25k 21 23 4 48
25k-40k 6 23 5 1 35
40k & Above 4 3 2 1 10
Grand Total 37 50 11 2 100
25
23 23
21
20
15
10k-15k
16k-25k
25k-40k
10 40k & Above
6 6
5
5 4 4
3
2
1 1 1
0 0 0
0
15k-25k 26k-40k 41k-60k 60k & above
People in the income slab of the 15k-25k said that they prefer price range of the 16k-25k in
smart phones after that they prefer price range of 25k-40k and 10k-15k but when we look at
the income slab of the 26k-40k they prefer the price range of the 16k-25k and 25k-40k
equally.
28
Preference for buying the smartphones:
26k- 41k- 60k & Grand

Mode of Purchasing 15k-25k 40k 60k above Total
Offline 19 27 7 53
Online 18 23 4 2 47
Grand Total 37 50 11 2 100
2
60k & above
0
4
41k-60k
7
Online
Offline
23
26k-40k
27
18
15k-25k
19
0 5 10 15 20 25 30
Majority of the people from every from the income group of 15k-25k, 26k-40k and 41k-60k
is offline and in the income group of 60k & above people prefer online mode only for
purchasing.
29
Reason to be loyal with the company:
26k- 41k- 60k & Grand

Reason of Loyalty 15k-25k 40k 60k above Total
After sales Services 7 15 2 24
Offers from the Company 4 7 4 15
Quality of Product 26 28 5 2 61
Grand Total 37 50 11 2 100
30 28
26
25
20
15 After sales Services

15 Offers from the Company
Quality of Product
10
7 7
5
4 4
5
2 2
0
15k-25k 26k-40k 41k-60k 60k & above
If we look at the data collected the main reason behind choosing the same company over
again and again is Quality of the product that company has provided and after that after sales
service comes out to be the second major reason.
30
Analysis as Per Age:
Preference of Phones:
26- 36 & Grand

Preferred Brand 18-25 30 31-35 above Total
Apple 1 1 2
Honour 1 1
NOKIA 1 1
One plus 1 1
Realme 1 1
Redmi 2 2
Samsung 22 20 2 44
Vivo 29 14 5 48
Grand Total 56 35 7 2 100
29
30
25
22
20
20
18-25
14 26-30
15
31-35
36 & above
10
5
5
2 2
1 1 1 1 1 1
000 0 00 000 000 000 000 000 0 0
0
Apple Apple Honour NOKIA One plus Realme Redmi Samsung Vivo
We look at the data collected most the people from the age group of 18-25 prefer vivo over
any other smart phone brand people in the age group of 26-30 prefer Samsung over any other
brand.
31
Frequency of changing mobile phones:
26- 31- 36 & Grand

Frequency of Changing 18-25 30 35 above Total
Every 6 months 10 6 1 17
1
36 & above 1
0
5
31-35 1
1
Once in a year
More than a year
24 Every 6 months
26-30 5
6
24
18-25 22
10
0 5 10 15 20 25 30
If we look at the age group at every point people from every age group has a tendency to
change their phone once in a year and but when it comes to the age group of 18-25, they
prefer to change their phone after one year.
32
Features to look in the phone before purchasing:
26- 31- 36 & Grand

Features 18-25 30 35 above Total
Battery 8 9 1 18
Camera 29 11 2 1 43
Design of Phone 3 7 1 1 12
Processor 11 6 2 19
Storage (RAM & ROM) 5 2 1 8
29
30
25
20
18-25
15 26-30
11 11 31-35
36 & above
9
10 8
7
6
5
5 3
2 2 2
1 1 1 1 1
0 0 0
0
ROM)
Most of the people from the age group of 18-25 years look at the camera second thing they
look at is the processor of the mobile when we look at the data collected from the age group
26-30, they also look at the camera and after they look for battery.
33
Comparison of Phone:
26- 31- 36 & Grand
Mode of Comparison 18-25 30 35 above Total
Offline 18 15 2 35
Online 38 20 5 2 65
2
36 & above
0
5
31-35
2
Online
Offline
20
26-30
15
38
18-25
18
0 5 10 15 20 25 30 35 40
Most of people from the age group every age group of prefers to compare phone online
instead of offline mode.
34
Attraction Point towards the phone:
36 & Grand
Attraction Point 18-25 26-30 31-35 above Total
Promotional Activity 8 7 15
30
26
25
22
20 18
Advertisement
15 Promotional Activity
Word of Mouth
10
10 8
7
4
5 3
1 1
0 0
0
18-25 26-30 31-35 36 & above
By analysing the data collected we can reach to outcome that most of the people from every
age group said that they get attracted towards phone because of the word of mouth and after
that the advertisement and least impactful is promotional activity.
35
Most Popular series of vivo:
26- 31- 36 & Grand

Popular series 18-25 30 35 above Total
V series 32 17 3 1 53
X series 18 10 2 1 31
Y series 6 8 2 16
0
36 & above 1
1
2
31-35 2
3
Y series
X series
8 V series
26-30 10
17
6
18-25 18
32
0 5 10 15 20 25 30 35
Most popular series of phones among every age group from the vivo is the V series and the
second most popular series of phones from the vivo is X series of phones.
36
Most Popular series of Samsung:
26- 31- 36 & Grand
Popular series 18-25 30 35 above Total
A series 15 3 1 19
M series 25 26 3 1 55
S series 16 6 3 1 26
30
26
25
25
20
16
15 A series
15 M series
S series
10
6
5 3 3 3
1 1 1
0
0
18-25 26-30 31-35 36 & above
Most popular series of phones from the Samsung is the M series the second most popular
series is S series and in the final A series.
37
Price Segment:
26- 31- 36 & Grand

Price Segment 18-25 30 35 above Total
10k-15k 6 1 7
16k-25k 36 10 2 48
25k-40k 11 19 4 1 35
40k & Above 3 5 1 1 10
1
1
36 & above 0
0
1
4
31-35 2
0 40k & Above
25k-40k
5 16k-25k
19 10k-15k
26-30 10
1
3
11
18-25 36
6
0 5 10 15 20 25 30 35 40
Most Popular price segment among the 18-25 years is the 16k-25k and 25k-40k when it
comes age group of 26-30 is 25k and 40k and second most popular price segment is 16k-25k.
Talking about 31-35 age group again the most popular series 25k-40k.
38
Mode of Purchasing phones:
26- 31- 36 & Grand

Mode of Purchasing 18-25 30 35 above Total
Offline 23 26 4 53
Online 33 9 3 2 47
35
30
25
20
Offline
Online
15
10
0
18-25 26-30 31-35 36 & above
Most popular mode of purchasing from the age group of 18-25 is online and in the age group
of 26-30 is offline and in age group of 31-35 is offline and in 36& above is online only.
39
Reason for Loyalty:
26- 31- 36 & Grand

Reason For loyalty 18-25 30 35 above Total
36 & above
31-35
Quality of Product
Offers from the Company
After sales Services
26-30
18-25
0 5 10 15 20 25 30 35 40
Talking about reason behind the loyalty of the age group of 18-25 is quality of product and
same is with the 26-30 and 31-35 age group second reason is after sales services and in the
last offers from the company.
40
Analysis as Per Profession:
Preference of Phones:
Private Public Studen Grand
Preferred Brand Business sector Sector t Total
Apple 1 1 2
Honour 1 1
NOKIA 1 1
One plus 1 1
Realme 1 1
Redmi 2 2
Samsung 4 27 3 10 44
Vivo 1 31 5 11 48
Grand Total 5 59 10 26 100
Student
Vivo
Public Sector Samsung
Redmi
Realme
One plus
NOKIA
Private sector Honour
Apple
Apple
Business
0 5 10 15 20 25 30 35
The most popular brand of smart phones among the student, public sector employees and
private sector employees is vivo but when it comes to business man, they prefer Samsung
over any other brand of smartphone.
41
Frequency of changing phones:
Frequency of Private Public Studen Grand

Changing Business sector Sector t Total
Every 6 months 1 10 1 5 17
Grand Total 5 59 10 26 100
35
35
30
25
20 Every 6 months
More than a year
14
15 Once in a year
12
10
9
10 7
5
5 3
2
1 1 1
0
Business Private sector Public Sector Student
As we have lot of data from the private sector employees and students so while analysing the
data, we can see that people from the private sector said that they prefer to change their
mobile once in a year on the other hand students takes more than a year to change the phone
looking at the other professions, they also believe in changing the phone once in a year.
42
Features to look for before purchasing:

Features Business sector Sector t Total
Battery 3 9 3 3 18
Camera 1 25 5 12 43
Design of Phone 1 9 2 12
Processor 12 7 19
Storage (RAM & ROM) 4 4 8
Grand Total 5 59 10 26 100
25
25
20
15 Battery
12 12 Camera
Design of Phone
9 9 Processor
10 Storage (RAM & ROM)
7
5
4 4
5 3 3 3
2
1 1
0 0 0 0 0
0
If we analyse the data the outcome that we can observe is that people from each segment pay
more emphasis on the camera and processor of the smart phone after that they look for
battery but when it comes to business man the major priority is battery of the phone.
43
Comparison method:
Mode of Purchasing Business Private sector Public Sector Student Grand Total
Offline 1 25 3 6 35
Online 4 34 7 20 65
Grand Total 5 59 10 26 100
34
35
30
25
25
20
20
Offline
If
Online we
15
10 7
6
4
5 3
1
0
analyse the data from every sector the greatest number of people from every sector tends to
compare phone online mode instead of offline.
Attraction points towards phone:
44
Attraction Point Business sector Sector t Total
Promotional Activity 1 7 2 5 15
Grand Total 5 59 10 26 100
35 33
30
25
19
20 Advertisement
Promotional Activity
15 Word of Mouth
11
10
10 7
5 5
5 3
2 2 2
1
0
People from private sector and student say that they got attracted towards phone because of
word of mouth and other than that advertisement is another factor that attracts towards phone.
45
Popular series of vivo:

Popular Series Business sector Sector t Total
V series 2 36 4 11 53
X series 3 14 4 10 31
Y series 9 2 5 16
Grand Total 5 59 10 26 100
40
36
35
30
25
V series
20 X series
Y series
14
15
11
10
9
10
5
4 4
5 3
2 2
0
The most popular series of phones from vivo among the private sector and students is V
series among the business and public sector is X series phones.
Popular series of Samsung:
46
Popular Series Business sector Sector t Total
A series 3 7 1 8 19
M series 2 38 4 11 55
S series 14 5 7 26
Grand Total 5 59 10 26 100
40 38
35
30
25
A series
20 M series
S series
14
15
11
10 8
7 7
5
4
5 3
2
1
0
0
The most popular series of phones among the private sector employees from the Samsung is
M series same is with Student but in case of public sector employees the most popular series
is S series and Business person prefers A series of phones.
Prefer Price segment:
47
Price Segment Business sector Sector t Total
10k-15k 1 1 5 7
16k-25k 1 33 2 12 48
25k-40k 3 21 6 5 35
40k & Above 4 2 4 10
Grand Total 5 59 10 26 100
4
5
Student 12
5
2
6
Public Sector 2
0 40k & Above
25k-40k
4 16k-25k
21 10k-15k
Private sector 33
1
0
3
Business 1
1
0 5 10 15 20 25 30 35
Two of the most popular price Segment for private sector employees are 16k-25k and 25k-
40k same is the case with the students but the public sector employees prefer the price
segment of 25k-40k and business persons also prefer that segment.
Preferred mode of Purchasing:
48
Mode of Purchasing Business sector Sector t Total
Offline 35 6 12 53
Online 5 24 4 14 47
Grand Total 5 59 10 26 100
35
35
30
24
25
20
Offline
14 Online
15 12
10
6
5
4
5
0
0
Private sector and public sector employees prefer to purchase smart phone from the offline
market as we can see that 60% is the ratio of people in public sector and 59% in public sector
on the other hand students and Business person prefers to purchase smart Phone Online.
49
Reason to choose same Brand:

Reason for loyalty Business sector Sector t Total
Grand Total 5 59 10 26 100
19
Student 3
4
7
Public Sector 2
1
Quality of Product
Offers from the Company
30 After sales Services
Private sector 10
19
5
Business
0 5 10 15 20 25 30
If we look at any of the profession people from every Segment said that they chose same
brand again because of the quality of the product that company has provided after that
another reason is After sales services.
Interpretation/ Conclusion.
50
 Most preferred brand of Smart phone right now in Rajasthan Market is Vivo.
 The frequency of changing Mobile phone is once in a year.
 People majorly look at three features before purchasing a smart phone:
a) Camera
b) Processor
c) Battery
 Most of the people prefer to compare phone Online instead of offline.
 People get attracted towards phone mostly because of the Word of mouth and after
that Advertisements.
 Most Popular series of Phones from the vivo is V series.
 Most Popular Series of Phones from Samsung is M series.
 Most Popular price segments for purchasing phones are 16000-25000 and 25000-
40000.
 People Prefer to buy phone offline instead of online.
 The major reasons of loyalty towards the company are:
a) Quality of product
b) After sales Services
Hypothesis Analysis
51
Objective:
To determine the role of After sale services, Quality of product and Offers from the
companies to retain the customer. Based on gender
Hypothesis:
H0: After sale services, Quality of product and Offers from the company plays a significance
role in customer retention.
H1: After sale services, Quality of product and Offers from the company has no significance
in customer retention.
Observed Value:
Grand
Reason for loyalty Female Male Total
After sales Services 9 15 24
Offers from the Company 7 8 15
Quality of Product 23 38 61
Expected Value:
Grand
Reason for loyalty Female Male Total
After sales Services 9.36 14.64 24
Offers from the Company 5.85 9.15 15
Quality of Product 23.79 37.21 61
Interpretation:
After Applying the chi-square test the value of P Comes out to be 0.979397732 Which is
more than .05. This makes null hypothesis accepted. Therefore, it says that After sale
services, Quality of product and offers from the company plays a significant role in the
customer retention.
Hypothesis Analysis
52
Objective:
companies to retain the customer. Based on Age
Hypothesis:
Observed Value:
31- 36 & Grand

Reason for loyalty 18-25 26-30 35 above Total
Expected Value:
31- 36 & Grand
Reason for loyalty 18-25 26-30 35 above Total
After sales Services 13.44 8.4 1.68 24
Offers from the Company 8.4 5.25 1.05 15
Quality of Product 34.16 21.35 4.27 1.22 61
Interpretation:
customer retention.
Hypothesis Analysis
53
Objective:
companies to retain the customer. Based on Profession
Hypothesis:
Observed Value:

Grand Total 5 59 10 26 100
Expected Value:
After sales Services 1.2 14.16 2.4 6.24 24
Offers from the Company 0.75 8.85 1.5 3.9 15
Grand Total 5 59 10 26 100
Interpretation:
customer retention.
Hypothesis Analysis
54
Objective:
companies to retain the customer. Based on Income
Hypothesis:
Observed Value:
26k- 41k- 60k & Grand
Reason for loyalty 15k-25k 40k 60k above Total
Grand Total 37 50 11 2 100
Expected Value:
26k- 41k- 60k & Grand
Reason for loyalty 15k-25k 40k 60k above Total
After sales Services 8.88 12 2.64 0.48 24
Offers from the Company 5.55 7.5 1.65 0.3 15
Grand Total 37 50 11 2 100
Interpretation:
customer retention.
Limitations
The limitations of the research are
55
The Research is completely based on the data collected through online mode.
All of the respondents belong to area related to Jaipur
The number of respondents is 100 which is very limited to draw any conclusion.
Reference
56
https://www.theseus.fi/bitstream/handle/10024/109259/Shrestha_Sabnam.pdf?
sequence=1&isAllowed=y
https://s3.amazonaws.com/academia.edu.documents/55819360/mine.pdf?response-content-
disposition=inline%3B%20filename%3DThe_impact_of_social_media_on_consumer_b.pdf&X-Amz-
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east-1%2Fs3%2Faws4_request&X-Amz-Date=20200523T094533Z&X-Amz-Expires=3600&X-Amz-
SignedHeaders=host&X-Amz-Security-
Token=IQoJb3JpZ2luX2VjEAEaCXVzLWVhc3QtMSJHMEUCIEQO9Ccv3mdSv4eAVCZz2%2FKaDKRtfneB
HTSvDobH8JVMAiEAp9%2BNOuSWzLwdqqhT5VdiwpiGXl2AW7%2B5n735DnqROZsqtAMIWhAAGgw
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57
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Dissertation Term 6

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“Comparative Study of consumer perception between Vivo and

A thesis submitted in partial fulfilment of the requirement of

IILM Academy of Higher Learning

Signature of Student: Signature of Faculty Mentor: __________

Name of Student: Name of Faculty Mentor: -

Tejpal Singh Ms. Kalpana Rajpurohit

Topic Page Number

2.What is your gender?

3.What is your age?

4.What is your Profession?

5.What is your Monthly Income?

6. How frequently you buy a new phone?

7.Which brand do You prefer?

8.What things you look for while Purchasing a smart phone?

9. How you like to compare Phone?

Analysis as Per Gender:

Attection Factor Towards Phone.

Preference of smart Phone

26k- 41k- 60k & Grand

26k- 41k- 60k & Grand

26k- 41k- 60k & Grand

26k- 60k & Grand

26k- 41k- 60k & Grand

26k- 41k- 60k & Grand

26k- 41k- 60k & Grand

26k- 41k- 60k & Grand

15 After sales Services

26- 36 & Grand

26- 31- 36 & Grand

26- 31- 36 & Grand

26- 31- 36 & Grand

26- 31- 36 & Grand

26- 31- 36 & Grand

26- 31- 36 & Grand

Frequency of Private Public Studen Grand

Private Public Studen Grand

Grand Total 5 59 10 26 100

Attraction points towards phone:

Private Public Studen Grand

Popular series of Samsung:

Prefer Price segment:

Preferred mode of Purchasing:

Private Public Studen Grand

31- 36 & Grand

Private Public Studen Grand

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