International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)

Vol. 2, Issue 2, pp: (602-605), Month: October 2014 - March 2015, Available at: www.researchpublish.com

A Study on Customers’ Satisfaction towards

Micromax Mobile Phone with Special
Reference in Coimbatore City
1
Mrs.S.Gandhimathi, 2Ms.S.Parameshwari
1
Assistance Professor in Commerce, Dr.N.G.P Arts and Science College, Coimbatore.
2
Master of Commerce, Dr.N.G.P Arts and Science College, Coimbatore.

Abstract: A study on customers’ preference enables marketer to predict a customers’ preference in the market; it
also understanding of the role of that consumption has in the lives of individuals. Customers’ research takes place
at every phase of the consumption process, before the purchase, during the purchase and after purchase. It
attempts to understand the buyer decision processes/buyer decision making process, both individually and in
groups. It also tries to assess influences on the customers from groups such as family, friends, reference groups,
and society in general. What we buy, how we buy, where we buy, in how much quantity we buy depends on our
perception, self-concept, social and cultural background and our age and family cycle, our attitudes, personality,
many other factors that are both internal and external to us.
Keywords: A study on customers, consumption process, purchase, groups, self-concept

I. INTRODUCTION
The first hand held mobile cell phone was demonstrated by Motorola in 1973. The first commercial automated cellular
network was launched in Japan by NTT in 1979. In 1981, this was followed by the simultaneous launch of the Nordic
Mobile Telephone (NMT) system in Denmark, Finland, Norway and Sweden.[7] Several other countries then followed in
the early to mid-1980s. These first generation ("1G") systems could support far more simultaneous calls, but still used
analog technology.
Scope of the Study
In this study, the performance and problems of the customer has been analyzed. To find out factors that influences the
customers to buy the micromax mobiles. To identify the necessary change in product features and customers feeling about
the micromax mobile phones. This study will be useful for the company to make necessary changes in price, designs, apps
and etc..,
Objective of the Study
 To study the problem of micromax mobile customers.
 To analyze the factors influencing the level of satisfaction

II. RESEARCH METHODOLOGY

Research comprise defining and redefining, formation hypothesis or suggested solution, collection, organizing and
evaluating data, making deduction and reaching conclusion and at last carefully testing the conclusion to determine either
they fit the formatted hypothesis.
Area of Study
The study was conducted in Coimbatore city.
Period of Study
The study covers a period of 4 months.

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 International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 2, Issue 2, pp: (602-605), Month: October 2014 - March 2015, Available at: www.researchpublish.com

III. METHOD OF DATA COLLECION

To accomplish the objective of the study, both primary and secondary data’s were collected.
 Primary Data
Primary data is that data which is collected for the first time. It is original in nature in the shape of raw material. For
the purpose of collection of primary data, a well-structured questionnaire was filled by the respondents. The
questionnaire comprises of close ended as well as ended questions...
 Secondary data
Secondary data is the data which is already collected by someone. They are secondary nature and area in shape of
finished products. Secondary data was collected so as to have accurate results. Required data was collected from
various books, magazines, journals and internet.
Sampling Method
The sampling used for the study is convenient sampling. This sampling is selected by the research for the purpose of
convenience to access.
Sample Size
For the study, sample sizes of 120 respondents were selected.
Statistical Tools Used
The following statistical tools were used in the study:
a) Simple percentage analysis
b) Chi-square

Limitations of the Study:

 Survey was limited to Coimbatore city only, so it cannot be generalizes to all the centers.
 The sample size is limited to 120 customers only some of the respondents are non-co-operations.
 Time is one of the major limitations. At most care should be taken by the researchers to choose the correct from the
respondents.
 The study is based upon primary data, so any wrong information given by the respondents may mislead the findings

IV. REVIEW OF LITERATURE

Uddin, MohammedBelal; Akhter, Bilkis May 2012 his study seeks to explore customer satisfaction and its influencing
factors of the mobile phone operation industry in Bangladesh. Data were collected through a questionnaire survey from a
diversified representative sample. An iterated factor analysis with principal component analysis (PCA) and structural
equation modeling (SEM) including measurement model and structural model were applied to analyze data.
Sakthivalrani, S. Kennan, S. April 2013 the study aims to understand the customer satisfaction and behavioral intention
towards the mobile phone network service providers. Assessing the satisfaction level of the service provider. Such
evaluation helps the service provider to assess the performance of their marketing strategy. Behavioral intention is the
attitude and the manner he customer is willing to behave towards the service provider.

V. PROFILE OF THE COMPANY

Micromax was incorporated as Micromax Informatics Ltd. on 29 March 2000. They started selling mobile phones in 200
with a focus on low pricing, in order to compete with international brands. Because of the issues of power in Dewas,
Rahul Sharma saw a PCO being powered by a truck battery and decided to launch a feature phone with longer battery life.
Micromax launched its first phone with a month-long battery back-up known as X1i. In 2014, Micromax surpassed
Samsung to become the mobile phone manufacturer shipping the most number of phones in a single quarter in India. On
24 January 2014, Micromax became
A large part of micromax’s growth is attributable to its significant share of the smart phone market, including so called
pallets voice and data devices that have a screen size of 5 inch and above. It has been able to deliver smart phone with
specification again to those offered by global handset markets like Samsung, but half the price. The company has been
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 International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 2, Issue 2, pp: (602-605), Month: October 2014 - March 2015, Available at: www.researchpublish.com

able to attract a number of first time smart phone buyers, who were upgrading from a regular features phone and did not
want to spend a bomb while doing so.
India’s growth story is believed to be outside the metropolitan cities, in semi-urban and rural areas and a large chunk of
upwardly mobile population in such areas will give a micromax product due consideration while looking to upgrade to a
smart phone. Sustained advertising campaigns through television, print and outdoor have also helped the company’s cause
especially since some of its television commercials feature an international look and feel, giving an impression to the
buyer that he is buying a world-class product. The problem the Indian IT hardware and electronics brands faced earlier
was that day was through to be cheap.
Micromax appears to have somewhat dispelled this nation with its products and that has happened mostly by word of
mouth marketing from exciting users. Six years after entering the smart phone market micromax is already India’s
number two brand in this space, and the gap with market leader Samsung is narrowing in fact the company has gone on
record to state that by Diwali in November it aims to become India’s largest mobile phone company by market share.

VI. ANALYSIS AND INTERPRETATIONS

1. Percentage Analysis
Age of the Respondents:
The age is one the important factors deviating the social economic chapter consideration. The sample respondent was
classified into four groups viz 17 to 20 years, 21to 30 years, 31 to 40 years, above 40 years.

S.NO Age No. of respondents %

1 17 to 20 years 21 18
2 21 to 30 years 56 47

3 31 to 40 years 24 20
4 Above 40 years 19 15

Total 120 100

Interpretation
From the above table it is inferred that 18% of the respondents belongs to age group below 17 to 20 years, 47% of the
respondents belong to the age group of 21 to 30 years, 20% of respondents belong to the age of group of 31 to 40 years,
and 15% of the respondents belong to the age group above 40 years.
Majority of the respondents belong to the age group 21 to 30 years.
2. Chi-Square Analysis
Relationship between Age of the respondents and Satisfaction level of Micromax mobile phones

Age Highly satisfied Level of satisfaction Moderate Dissatisfied Total

Satisfied
17 to 20 years 0 1 0 0 1

21 to 30 years 29 39 2 5 75
31 to 40 years 11 21 2 1 35
Above 1 6 2 0 9
40years
TOTAL 41 67 6 6 120

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 International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 2, Issue 2, pp: (602-605), Month: October 2014 - March 2015, Available at: www.researchpublish.com

To find out the association between age and satisfaction level of the respondents, chi- square test is used and result is
given below.
Hypothesis
There is no significant relationship between age of respondents and satisfaction level of Micromax mobile phones.

Chi-Square Test

CALCULATED VALUE DEGREE OF FREEDOM TABLE VALUE AT 5% RESULT

LEVEL
10.587 9 16.9 Accepted

Interpretation
The calculated value of chi-square at 5% level is less than the table value therefore hypothesis is accepted. Hence it can be
concluded that there is no relationship between age and satisfaction level of Micromax mobile phones.

VII. FINDINGS
 Majority of the respondents are (42.5) of them preferring micromax mobiles.
 There is no significant relationship between age of the respondents and level of satisfaction towards micromax
mobiles.

Suggestion:
 They should get the feedback report from the customers need and wants.
 They should reduce the price in order to gain more customers and to beat their competitors.
 They should increase the battery backup and improve the after sale service.

VIII. CONCLUSION
This study conducted from Coimbatore city, Micromax mobiles is highly moving phones when compared to other
ordinary phones and it shows the handling convenience, the brand name and price of Micromax mobiles. It helps to make
identification over its strength and weakness of micromax mobiles.

REFERENCES
[1] www.googlescholar.com
[2] www.wikipedia.com

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