UNIVERSITY COLLEGE OF BUSINESS

STUDIES

PROJECT REPORT ON
“CONSUMER BEHAVIOUR TOWARDS
THE PURCHASE OF REDMI MOBILE
PHONES”

SUBMITTED IN PARTIAL FULFILMENT OF

THE REQUIREMENTS FOR THE AWARD OF
THE DEGREE OF BACHELOR OF BUSINESS
ADMINSTRATION (2019-2020)

COMPILED BY-
SANKALP SHARMA (2311)
DECLARATION
I SANKALP SHARMA, the student of BBA 6th semester hereby
certify that the work presented here, entitled “CONSUMER
BEHAVIOUR TOWARDS THE PURCHASE OF REDMI MOBILE
PHONES”, is an authentic record of the work carried out by me
under the guidance of Ms. Bhavna Sood. This project report is result
of my own work in the fulfilment of academic requirement. I also
verify the work presented here is a bonafied work done by me and
has not been submitted anywhere for the award of any other degree
or diploma.

SANKALP SHARMA
BBA 6TH SEMESTER
Roll No.- 2311
Batch 2018-2020
ACKNOWLEDGEMENT

This report bears the imprint of many persons, who have helped in
numerous ways in writing this report. I would like to take this
opportunity to extend my heartiest gratitude to all those who helped
me in presenting this report.

I fall short of words to express my gratitude to all the respondents

who gave their valuable time to answer the questionnaire. I
acknowledge my deep sense of gratitude to Ms. Bhavna Sood for her
generous guidance & advice before & during the course and also in
analyzing the work.

A person can do any task he wants, but timely right guidance,

support and feedback is always required to achieve the task in the
most efficient manner. This report was also a journey where I have
gone through various practical aspects of life. I was fortunate to
have guidance, support and encouragement whenever I required,
enabling me sail through smoothly and reaching the destination. I
owe my sincere thanks to all who were instrumental in successful
completion of this report.

SANKALP SHARMA.
 TO WHOM IT MAY CONCERN
This is to certify that Mr. Sankalp Sharma student of BBA 6th
semester from UNIVERSITY COLLEGE OF BUSINESS STUDIES,
AVALODGE SHIMLA has undertaken the project on “ Consumer
Behaviour Towards The Purchase Of Redmi Mobile Phones”
The work has been carried out under my guidance and supervision.

Dr. Bhavna Sood

(Signature of the guide)

 CONTENTS

S.No TOPICS
1 Chapter-1 Introduction.
2 Chapter-2 Industry Profile.
2.1 Smart phone boom.
2.2 Exciting future.
2.3 Major players in market.
2.4 Mobile brands market share in India
3 Chapter-3 Company Profile.
3.1 REDMI mobile phone in Indian market.
3.2 Redmi phone models.
4 Chapter-4 Needs, Scope, Objectives and
Research Methodology
4.1 Needs of the study.
4.2 Scope of the study.
4.3 Objectives of the study.
4.4 Research Methodology.
4.5 Limitations of the study,
5 Chapter-5 Data Analysis and Interpretation.
6 Chapter-6 Findings, Conclusions and
Recommendations.
- Bibliography.
- Appendix
Questionnaire
CHAPTER-1
INTRODUCTION
1.1) Consumer Behaviour:
Consumer behaviour is the study of how individual customers,
groups or organizations select, buy, use, and dispose ideas, goods,
and services to satisfy their needs and wants. It refers to the actions
of the consumers in the marketplace and the underlying motives for
those actions.
Marketers expect that by understanding what causes the consumers
to buy particular goods and services, they will be able to
determine—which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.
The study of consumer behaviour assumes that the consumers are
actors in the marketplace. The perspective of role theory assumes
that consumers play various roles in the marketplace. Starting from
the information provider, from the user to the payer and to the
disposer, consumers play these roles in the decision process.
The roles also vary in different consumption situations; for
example, a mother plays the role of an influencer in a child’s
purchase process, whereas she plays the role of a disposer for the
products consumed by the family.

1.2) DEFINITION OF CONSUMER BEAVIOUR

According to Louden and Bitta, ‘consumer behaviour is the decision
process and physical activity, which individuals engage in when
evaluating, acquiring, using or disposing of goods and services’.
1.3) Nature of Consumer Behaviour:

1) Influenced by various factors:

The various factors that influence the consumer behaviour are as
follows:
Marketing factors such as product design, price, promotion,
packaging, positioning and distribution
a) Personal factors such as age, gender, education and income level.
b) Psychological factors such as buying motives, perception of the
product and attitudes towards the product.
c) Situational factors such as physical surroundings at the time of
purchase, social surroundings and time factor.
d) Social factors such as social status, reference groups and family.
e) Personal factors such as age, gender, education and income level.
f) Psychological factors such as buying motives, perception of the
product and attitudes towards the product.
g) Situational factors such as physical surroundings at the time of
purchase, social surroundings and time factor.
h) Social factors such as social status, reference groups and family.
i) Cultural factors, such as religion, social class—caste and sub-
castes.
2) Undergoes a constant change:
The nature of product is not static. It undergoes a change over a
time depending on the nature of the product. For example, kids
prefer colourful and fancy footwear, but as they grow up as
teenagers and young adults, they prefer trendy footwear, and as
middle-aged and senior citizens they prefer more sober footwear.
The change in buying behaviour may take place due to several other
factors such as increase in income level, education level and
marketing factors.

3) Varies from consumer to consumer:

All consumers do not behave in the same manner. Different
consumers behave differently. The differences in consumer
behaviour are due to individual factors such as the nature of the
consumers, lifestyle and culture. For example, some consumers are
technoholics. They go on a shopping and spend beyond their means.
They borrow money from friends, relatives, banks, and at times
even adopt unethical means to spend on shopping of advance
technologies. But there are other consumers who, despite having
surplus money, do not go even for the regular purchases and avoid
use and purchase of advance technologies.
4) Varies from region to region and country to
county:
The consumer behaviour varies across states, regions and countries.
For example, the behaviour of the urban consumers is different
from that of the rural consumers. A good number of rural
consumers are conservative in their buying behaviours.
The rich rural consumers may think twice to spend on luxuries
despite having sufficient funds, whereas the urban consumers may
even take bank loans to buy luxury items such as cars and
household appliances. The consumer behaviour may also varies
across the states, regions and countries. It may differ depending on
the upbringing, lifestyles and level of development.

5) Information on consumer behaviour is

important to the marketers:
Marketers need to have a good knowledge of the consumer
behaviour. They need to study the various factors that influence the
consumer behaviour of their target customers.
The knowledge of consumer behaviour enables them to take
appropriate marketing decisions in respect of the following factors:
a. Product design/model: It enables the marketers to design the
product according to the needs of consumers.
b. Pricing of the product: It helps marketer to provide different
quantities at different prices to consumers.
c. Promotion of the product: It becomes easier for marketer to
promote the product if he has information about the behaviour of
the consumer.
d. Packaging: Studying consumer behaviour helps the marketer
with the packaging of the product.
e. Positioning: When marketers study the behaviour of consumer,
he knows where and how to position the product because every
segment perceives the product differently.
f. Place of distribution: Study helps the marketers to select the
appropriate place of distribution, so that consumers get the product
at right time.

6) Leads to purchase decision:

Positive consumer behaviour leads to a purchase decision. A
consumer may take the decision of buying a product on the basis of
different buying motives. The purchase decision leads to higher
demand, and the sales of the marketers increase. Therefore,
marketers need to influence consumer behaviour to increase their
purchases.

7) Varies from product to product:

Consumer behaviour is different for different products. There are
some consumers who may buy more quantity of certain items and
very low or no quantity of other items. For example, teenagers may
spend heavily on products such as cell phones and branded wears
for snob appeal, but may not spend on general and academic
reading. A middle- aged person may spend less on clothing, but may
invest money in savings, insurance schemes, pension schemes, and
so on.
8) Improves standard of living:
The buying behaviour of the consumers may lead to higher standard
of living. The more a person buys the goods and services, the higher
is the standard of living. But if a person spends less on goods and
services, despite having a good income, they deprive themselves of
higher standard of living.

9) Reflects status:
The consumer behaviour is not only influenced by the status of a
consumer, but it also reflects it. The consumers who own luxury
cars, watches and other items are considered belonging to a higher
status. The luxury items also give a sense of pride to the owners.
CHAPTER-2
INDUSTRY PROFILE
India is the world’s second largest mobile phone manufacturer after
China. And with the current pace of growth, India is not far from
becoming the leading handset market in the world. According to the
Indian Cellular Association (ICA), the annual production of mobile
phones within the country has increased from 3 million devices in
2014 to 11 million devices in 2017. India now accounts for 11 percent
of global mobile production, which was only 3 percent in 2014. In
fact, the telecom industry today is amongst the top five employment
opportunity generators in India, creating over four million direct
and indirect jobs over the next few years, according to Randstad
India.
Another feather in India’s cap is that during the first quarter of
2020, India became the world’s fastest- growing market for mobile
applications. In May 2017, the Indian government announced the
Phased Manufacturing Programme (PMP) to promote domestic
production of mobile handsets. This initiative is helping build a
robust indigenous mobile manufacturing ecosystem in India, and
incentivize large scale manufacturing. The PMP has successfully
helped in nudging companies to move towards manufacturing from
direct imports. According to the ICA, the total capital investment by
device and component players by the end of 2020 under the PMP is
expected to hit INR 57 billion. In fact, Pankaj Mohindroo, President
of the ICA says, “I am very hopeful that in the next two years, with
such conducive policies, there would be additional massive
investments coming into the mobile components sector.”
With more than 100 players, the mobile phone market in India has
grown exponentially in the past decade, and with the emergence of
smart phones, the growth has increased exponentially.
2.1) THE SMART PHONE BOOM
Last year, India overtook the United States to become the
world’s second-largest Smartphone market, after China. Statistics
suggest that there will be 780 million connected smart phones in
2021, compared with 359 million in 2016, according to a study by
Cisco Systems. Smartphone makers from Xiaomi Corporation to
Oppo Mobiles are building factories in the world’s fastest growing
market for the product bolstering push by the Indian Government,
to encourage overseas investors to ‘Make in India’. India’s smart
phone market grew 14 percent with total shipments of 124 million
units in 2017, the fastest pace of growth among the top 20 markets,
according to International Data Corporation (IDC). Demand for
new phones is surging in India, helped in part by the Indian major,
Reliance Group, offering USD 23 4G feature-phones, free voice
services and cheap data plans. Further, Xiaomi said in April that it
will set up three more factories in India.
India accounts for 30 million smart phone purchases every quarter,
and this percentage keeps increasing several times a year. According
to IDC and the Ericsson Mobility Report, mobile subscriptions in
India are expected to rise to 1.4 billion by 2021.
This is the reason why smart phone makers like Apple and Samsung
consider Indian consumer preferences while incorporating changes
and new features in their devices. India being a huge market, wants
and desires of Indian customers have a big impact on sales.
Being a price sensitive market, the sub-10,000 segment of smart
phones has seen the highest sales since 2012. Every Smartphone
maker wants to capitalize on the demand for budget devices with
sub-10,000 offerings. From local brands like Micromax to Karbonn
to foreign brands like Samsung, Xiaomi and HTC, budget
Smartphone’s have flooded the market.
2.2) AN EXCITING FUTURE
The mobile phone manufacturing industry is expected to reach a
size of USD 217 billion by 2020. Moreover, rise in mobile-phone
penetration and decline in data costs will add 500 million new
internet users in India over the next five years. Fast Track Task
Force (FTTF), under the Indian Ministry of Electronics and IT,
estimates a 500 million mobile phones production in India by 2020,
valued at USD 46 billion. The target is also to create a component
manufacturing production worth USD 8 billion and employment
worth USD 1.5 million by 2020. The factors that will ensure the
market remains on an upward curve, including low smart phone
penetration, ease of foreign investment in India, and the
ascendency of Long-Term Evolution.
2.3) MAJOR PLAYERS IN THE MARKET
REDMI (XIAOMI) – The Redmi Note 7 Pro / Note 8 PRO is killer
phones for Xiaomi and even the affordable Xiaomi Redmi
7A/7/8/8A (sold more than 4 million units) is a growth driver. In
the recent quarter, there is Redmi Note 8 PRO, Redmi Note 8 and
the Redmi 7 Series fuelling the growth of the brand in India.

SAMSUNG– Samsung has models like the M30, M30s, M20,

M10, A30, A50 which are selling well in the entry and mid-range
segment. While Note 10, Note 9 and the S10e/S10/ S10+ are top
sellers in the higher segment.

VIVO– Vivo also is playing strong in the mid-range market with

several models such as the V15, V15 Pro, V17, V17 Pro and the Y
series.

OPPO – Though the report says that Oppo has a 7% market share
and lags behind Vivo but if we include Realme, then it is ahead. The
top sellers are F17 Pro, F17, Oppo Reno 2, Reno 2F, Reno 10X
Zoom, A5, A9, K3.

REALME– Realme is succeeding in India and now has a higher

share than Oppo. The top sellers are Realme 5, Realme C2, Realme
5 Pro and the latest Realme X2, X2 Pro, XT, and the Realme X.
2.4) MOBILE BRANDS MARKET SHARE IN
INDIA.
REDMI – Market Share – 27%
VIVO – Market Share – 21%
SAMSUNG – Market Share – 19%
OPPO – Market Share – 12%
REALME – Market Share – 8%
Others (Apple, LG, HUAWEI, Asus, Google, Lenovo, Motorola,
ITEL, etc) – Market Share – 13%

Figure2.4

Market share(In percentage%)

REDMI(XIAOMI)

VIVO

SAMSUNG

OPPO

REALME

OTHERS(APPLE, LG, ASUS,

GOOGLE etc.)
CHAPTER-3
COMPANY PROFILE
Redmi is a sub-brand owned by the Chinese electronics
company Xiaomi. It was introduced as a budget smart phone line
manufactured by Xiaomi, that was first announced in July 2013.[1] It
became a separate sub-brand of Xiaomi in 2019 that focuses only on
entry-level and mid-range devices, while Xiaomi itself focuses on
the upper-range and flagship Mi line-up. Redmi phones use the
Xiaomi MIUI user interface on top of Android. Models can be
divided into the entry-level Redmi phones with display usually up
to 6" and the mid-range Redmi Note series with displays
exceeding 5" and equipped with higher-end specifications. The low-
end Redmi A series and Redmi Go have been marketed in several
Asian and European countries. The most significant difference from
other Xiaomi smart phones is that they use less-expensive
components and thus are more cost-effective. In August 2014, The
Wall Street Journal reported that in the second quarter of the 2014
fiscal year, Xiaomi had a market share of 14% of smart phone
shipment rankings in China.[2] Redmi sales were attributed as a
contributing factor toward this gain in shipment rankings.[2]
After Xiaomi, Redmi may launch a Wear OS smart watch as well. Lu
Weibing, General Manager, Redmi has given a hint on the same.
This would make Redmi, the new entrant in the smart watch
industry. [3]

2013
The first Redmi phone, released in 2013, was first launch on
Xiaomi's website, with consumer sales beginning on 12 July 2013.

2014
On 13 March 2014, Redmi announced that their phones had been
sold out in Singapore alone, eight minutes[4] after being purveyed to
consumers on Xiaomi's website. Criticism regarding the release of
Redmi phones has included the notion that the firm may be
exaggerating its sales by releasing them in small batches, causing
them to quickly sell out.[5]
On 4 August 2014, The Wall Street Journal reported that in China's
smart phone market, Xiaomi overtook Samsung in the second-
quarter of the 2014 fiscal year with a 14% market share in smart
phone shipment rankings, while Samsung had a 12% market share
during this time.[6] Additionally, Yulong and Lenovo both had a 12%
market share during this time.[2] Redmi sales were attributed as
contributing to Xiaomi's increased shipment rankings in the smart
phone market.[2] Conversely, in the first-quarter of 2014, Xiaomi
held a 10.7% market share.[2]

2015
The Redmi Note 3 launched on 24 November 2015; unlike its
predecessor, it does not have a user-changeable battery
or microSD slot. It uses the Mediatek Helio X10 Octa-core 2.0 GHz
Cortex-A53 SOC with the PowerVR G6200 GPU. The Snapdragon
variant of the phone, released later the same year, is based on the
Snapdragon 650 and has microSD support.

2016
In July 2016, the actors Liu Shishi, Wu Xiubo and Liu
Haoran became the first ambassadors of the Redmi series in
China.[7] Redmi Pro has appeared as Pro lineup in Redmi series.
On 25 August 2016, Xiaomi unveiled the Redmi Note 4, powered by
MediaTek's Helio X20 deca-core processor clocked at 2.1 GHz. The
device has 2 GB RAM and 16 GB of internal storage. It has a 5.5-
inch Full-HD display and a 13 MP rear camera and 5 MP front
cameras. It runs on Android 5.1 Lollipop and is powered by a 4,100
mAh battery.
In November 2016, Xiaomi released its new budget phone, Redmi 4.
It has a polycarbonate body, dual-SIM support and runs on MIUI 8
based on Android 6.0.1 Marshmallow. The Redmi 4 has a 5-inch
720x1280 pixels display, is powered by a 1.4 GHz octa-core
processor, and has 2GB of RAM.

2017
In January 2017, the Xiaomi Redmi Note 4x based on Qualcomm
Snapdragon 625 Chipset became the company's first major launch
of 2017.[8] It is an upgraded version of the previously released
Redmi Note 4 based on the MediaTek Helio X20 chipset. The device
is also known as Redmi Note 4 in regions where the original Redmi
Note 4 was not released.
In December 2017, Xiaomi unveiled the Redmi 5 and 5 Plus. They
are the first phones in the Redmi series with an 18:9 screen aspect
ratio. The EU release was set to January 2018 and prices were set
to €170 for the Redmi 5 and €215 for the Redmi 5 Plus.

2018
In February 2018, Xiaomi unveiled the Redmi Note 5 and 5 Pro.
They are the first phones from Xiaomi to feature facial recognition.
In May 2018, Xiaomi unveiled the Redmi S2.
In June 2018, Xiaomi unveiled the Redmi 6, 6A and 6 Pro. The
Redmi 6 Pro is the first phone in the Redmi series with a notch
similar to the iPhone X and a 19:9 screen aspect ratio.
In September 2018, Xiaomi unveiled the Redmi Note 6 Pro. It is the
first phone in the Redmi series with four cameras (two cameras on
the front and two cameras on the back) and constructed using 6000
series aluminium.
2019
On 10 January 2019, Xiaomi unveiled the Redmi Note 7 and Redmi
Note 7 Pro. The Redmi Note 7 and Redmi Note 7 Pro are the first
phones in the Redmi series to feature a 48-megapixel rear camera.
However, the Redmi Note 7 features a Samsung GM1 sensor and the
Redmi Note 7 Pro features a Sony IMX586 48MP sensor. The
Redmi Note 7 is powered by the Qualcomm Snapdragon 660 Octa-
Core Processor clocked at 2.2 GHz, while the Redmi Note 7 Pro
features an 11 nm Qualcomm Snapdragon 675 Octa-Core Processor
clocked at 2.0 GHz. Since then, Redmi became a sub-brand
separated from Xiaomi.
On March 20, 2019 the Redmi Note 7 was launched in the
Philippines; it runs on the Qualcomm Snapdragon 660 AIE 2.2GHz
SoC along with the Adreno 512 GPU. It has three variants: 3GB
RAM with 32GB storage, 4GB RAM with 64GB storage and 6GB
RAM with 64GB storage. It has a 4,000mAh battery with Quick
Charge 4.0.[9] The Redmi Note 7 series of smart phones is one of the
best selling phone by Redmi. Company announced that over 20
million devices were sold in 7 months from introduction of phone.
The Redmi K20 and Redmi K20 Pro (also marketed as the Mi 9T)
are Redmi's first foray into the flagship market. The phone was
launched along with the Redmi 7A in China on May 28. The K20
Pro is powered by the flagship Snapdragon 855 processor while the
K20 is powered by the newly released Snapdragon 730 and Redmi
7A is low range phone with Snapdragon 439. Redmi 8A is a budget
range device which is the successor of Redmi 7A. Redmi Note 8 and
Redmi Note 8 Pro were launched in August 29.
3.1) REDMI MOBILE PHONES IN INDIAN
MARKET
With its first international headquarters in Singapore REDMI
announce its expansion beyond the home country of China
following Singapore, the company started operations in Malaysia,
Philippines and India. The company entered the Indian market with
mi3 in partnership with FLIPKART, India’s leading online retailer.
It used the concept of ‘FLASH SALE’ to market its value-for-money
smart phones. A flash sale is a discount or promotion offered by an
E-Commerce platform for a short duration of time. Interested
consumers had to register for the sale, and REDMI only made
available a limited stock of devices that were sold out in a few
seconds. In India, Chinese brands have always been perceived as
cheap and low quality, but REDMI changed that perception. It is
affordable but not low quality. In fact, the quality is much higher in
comparison to the local brands. With its good quality and mid range
pricing, REDMI phones became an instant hit and the perfect
device to upgrade for the low-end phone users.
REDMI continued and launched many more successful mobiles like
the REDMI2 in 2015. REDMI was highly affordable and was very
well received in the market. REDMI understood the sensibilities of
the Indian market and continued to launch smart phones in the
mid-price range. Budget offerings helped the brand to expand the
footprint and establish an image of value-for-money products.
Manu Kumar Jain, who was initially the head of operations for
REDMI in India, is today the India managing director and global
vice president. According to him, the most important factors for the
success of REDMI in India is the offering of great products at a
fantastic price. The company does a lot of innovation on both the
software and the hardware sides. In India, the company has
invested in three different factories and opened 750 service centers.
Also, the company does not focus on any one particular feature of a
phone. The top selling Smartphone’s like REDMI NOTE 7, REDMI
NOTE 7PRO, REDMI NOTE8 had top-notch specifications in terms
of RAM, CAMERA, STORAGE, BATTERY and PROCESSOR in their
respective price ranges. By adopting such strategies and
understanding the market requirements REDMI scaled the up the
ladder of success in India.
3.2) REDMI PHONE MODELS:
In India REDMI have launched more than 50 mobile phones and
are preparing to launch phones like REDMI NOTE9 S, REDMI
NOTE9 PRO in year 2020.
MODEL RELEASE RESOLUTION RAM STORAGE CAMERA FRONT BATTERY DISPLAY
DATE CAMERA SIZE
Redmi 2014.5 HD 1 8 GB 8MP 1.6 2000 4.7”
1S 4G 720p GB MP MAh
Redmi 2015.4 HD 1 6GB 8MP 2MP 2000 4.7”
2A 720p GB MAh
Redmi 2016.7 FHD 3/4GB 32/64/128 13 5MP 2000 5.5”
Pro 1080p GB MP MAh
Redmi 2018.6 HD+ 2 16/32 5MP 3000 5.45”
6A 1440* GB GB 13 MAh
720 MP
Redmi 6 2018.6 HD+ ¾ 32/64 13 5MP 3000 5.45”
1440* GB GB MP MAh
720
Redmi 1 2013 HD 1 GB 4 GB 8 MP 1.3 4.7”
720p MP
Redmi 2014.5 HD 1 GB 8 GB 8 MP 1.6 2000 4.7”
1S 720p MP MAh
Redmi 2 2015.1 HD ½ 8/16 8 MP 2 MP 2200 4.7”
720p GB GB MAh
Redmi 2016.11 HD 2/3GB 16/32 13 5 MP 3120 5”
4A 720p GB MP MAh
Redmi 2017.10 HD 2/3 16/32GB 13 5 MP 3000mAh 5”
5A 720p GB MP
Redmi 2019.2 HD+ 1 GB 8 GB 8 MP 5 MP 3000mAh 5”
GO 1280*
720
Redmi 3 2015.12 HD 2/3GB 16/32GB 13 5 MP 4100mAh 5”
720p MP
Redmi 2019.6 HD 2/3GB 16/32GB 13 5 MP 4000mAh 5.45”
7A 1440* MP
720
Redmi 2020.2 HD+ 2/3GB 32 GB 13 MP 8 MP 5000mAh 6.2”
8A Dual 1520*
720
Redmi 2019.9 HD+ 2/3/4 32/64GB 12 MP 8 MP 5000mAh 6.2”
8A 1520* GB
720
Redmi 8 2019.10 HD+ 3/4GB 32/64GB 12 MP 8 MP 5000mAh 6.2”
1520*
720
MODEL RELEASE RESOLUTION RAM STORAGE CAMERA FRONT BATTERY DISPLAY
DATE CAMERA SIZE
Redmi 2016.4 HD 2/3GB 16/32GB 13 MP 5 MP 4100mAh 5”
3S 720p
Redmi 2016.4 HD 2/3 16/32GB 13 5 MP 4100mAh 5”
3X 720p GB MP
Redmi 4 2016.11 HD 2 GB 16/32 GB 13 MP 5 MP 4100 5”
720p mAh

Redmi 2017.3 HD 2/3/4 16/32/64 13 MP 5 MP 4100mAh 5”

4X 720p GB GB
Redmi 7 2019.3 HD+ 2/3/4 16/32/64 12 MP 8 MP 4000mAh 6.26”
1520* GB GB
720
Redmi 2019.4 HD+ ¾ GB 32/64GB 12 MP 32 MP 4000mAh 6.3”
Y3 1520*
720
Redmi 5 2017.12 HD+ 2/3GB 16/32GB 12 MP 5 MP 3300mAh 5.7”
1440*
720
Redmi 5 2017.12 FHD+ 3/4GB 32/64GB 12 MP 5 MP 4000mAh 5.99”
Plus 2160*
1080
Redmi 2018.5 HD+ ¾ GB 32/64GB 12 MP 16 MP 3080mAh 5.99”
S2 1440*
720
Redmi 6 2018.6 FHD+ 3/4GB 32/64GB 12 MP 5 MP 4000mAh 5.84”
Pro 2280*
1080
Redmi 4 2016.11 FHD 3 GB 32 GB 13 MP 5 MP 4100mAh 5”
Prime 1080p
Redmi 2019.6 FHD+ 6/8GB 64/ 48+ 13+8 20 MP 4000mAh 6.39”
k20 2340* 128/ MP
1080 256 GB
Redmi 2019.9 FHD+ 6/8GB 64/128 48 + 20 MP 4000mAh 6.39”
k20 Pro 2340*1080 256 GB 13+8MP
Redmi 2019.12 FHD+ 6/8GB 64/ 48+8+2+2 20+2 MP 4500mAh 6.67”
K30 2400* 1080 128 MP
GB
Redmi 2014.4 HD ½ GB 8 GB 13 MP 5 MP 5.5”
Note 3G 720p
Redmi 2014.6 HD 2 GB 8 GB 13 MP 5 MP 5.5”
Note 4G 720p
Redmi 2014.12 HD 2 GB 16 GB 13 MP 5 MP 5.5”
Note 720p
Prime
Redmi 2015.7 FHD 2 GB 16/32 GB 13 MO 5 MP 5.5”
Note 2 1080p
Redmi 2015.11 FHD 2/3 16/32 GB 13 MP 5 MP 5.5”
Note 3 1080p GB
MODEL RELEASE RESOLUTION RAM STORAGE CAMERA FRONT BATTERY DISPLAY
DATE CAMERA SIZE
Redmi 2016.6 FHD ¾ GB 32/64 GB 13 MP 5 MP 4100mAh 5.5”
Note 4 1080p
Redmi 2017.1 FHD 2/3/4 16/32/64 13 MP 5 MP 5.5”
Note 4X 1080p GB GB
Redmi 2017.8 HD 2 GB 16 GB 13 MP 5 MP 5.5”
Note 5A 720p
Redmi 2017.8 HD ¾ GB 32/ 16 MP 16 MP 5.5.”
Note 5A 720p 64 GB
Prime
Redmi 2018.2 FHD+ 3/4/6 32/ 5+12 MP 20 MP 5.99”
Note 5 2160* GB 64 GB
1080
Redmi 2018. 10 FHD+ 3/4/6 32/ 5+12 2+20 MP 4000mAh 6.26”
Note 6 2280* GB 64 GB MP
Pro
1080
Redmi 2019.1 FHD+ 3/4/6 32/64/128 48+5 MP 13 MP 4000mAh 6.3”
Note 7 2340* GB GB
1080
Redmi 2019.2 FHD+ 3/4/6 32/64/128 48 MP 13 MP 4000mAh 6.3”
Note 7S 2340* GB GB
1080
Redmi 2019.3 FHD+ 3/4/6 32/64/128 48+5 MP 13 MP 4000mAh 6.3”
Note 7 2340* GN GB
Pro
1080
Redmi 2019.9 FHD+ 4/6 32/64/128 48+8+2*2 13 MP 4000mAh 6.3”
Note 8 2340*1080 GB GB MP
Redmi 2019.9 FHD+ 6/8 64/ 64+8+2*2 20 MP 4500mAh 6.53”
Note 8 2340* GB 128 GB MP
Pro
1080
Redmi 2019.11 FHD+ ¾ GB 32/64/128 48+2+2 13 MP 3900mAh 6.3”
Note 8T 2340*1080 GB MP
CHAPTER -4
NEEDS, SCOPE,
OBJECTIVES AND
METHDOLOGY
4.1) NEED OF THE STUDY
Consumer behaviour is study to predict buyers’ reaction in market.
If a firm understands its customers, it becomes successful in market
place. The success of any business is based on understanding the
consumer and providing the kind of product that the consumer
wants.
NEED TO STUDY CONSUMER BEHAVIOUR TOWARDS THE
PURCHASE OF REDMI MOBILE PHONES IS VERY MUCH
EMPHASIZED FOR THE FOLLOWING REASONS.

• To analyze the level of customer satisfaction.

• Helps to understand consumer psychology.
• Helps to understand consumer motives.
• Helps to understand consumer choices.
• Helps to understand consumer preference.

4.2) SCOPE OF THE STUDY

THE SCOPE OF CONSUMER BEHAVIOUR TOWARDS THE
PURCHASE OF REDMI MOBILE PHONES LIES IN:

• Demand Forecasting - Estimating the demand for REDMI

mobile phones.
• Marketing - Understanding the needs, expectations, problems
of consumers, formulating marketing mix strategies for
REDMI mobile phones.
• Advertising - Understanding consumer behaviour towards
different advertising appeals and message, selecting the type
of media for REDMI mobile phones.
• Human Behaviour - Understanding the various motives that
influence behaviour of a consumer towards purchasing
REDMI mobile phones.
4.3) OBJECTIVES OF THE STUDY
• To understand consumer behaviour towards purchasing
REDMI mobile phones.
• To understand the relationship between consumer behaviour
and marketing concept, the societal marketing concept, as well
as segmentation, targeting and positioning of REDMI mobile
phones.
• To understand relationship between consumer behaviour and
customer value, satisfaction, trust and retention for REDMI
mobile phones.
• To understand how new technologies are enabling REDMI
mobile phones to better satisfy the needs and wants of the
consumer.
• To understand how REDMI mobile phones are increasingly
able to reach consumers wherever consumers wish to be
reached.

4.4) RESEARCH METHDOLOGY

Research is a process of defining a problem, formulating
hypothesis, collecting the data, analyzing and interpreting
information to arrive at certain conclusions either in form of
solutions to answer the problem or in certain generalization for the
formulation of some concepts and theories.

Research methodology is a way to systematically solve a

research problem. It is a science of studying how research is done
scientifically. Essentially it is the procedure by which the
researchers go about their work of describing, evaluating and
predicting phenomena. It aims to give the work plan of research. It
provides training in choosing methods material, scientific tools and
techniques relevant for the solution of problem.
Research design is logical and systematic plan, structure and
strategy prepared for directing a research study. It refers to a
blueprint that is developed for the collection, measurement,
analysis and interpretation of research observations.
Research design is the detailed procedure necessary for obtaining
the information required for solving the research problem. I have
used descriptive research design where we describe the present
state of affair of a problem. In this type of research design
researcher have no control over the variables; he can only report
what has happened or what is happening.
I have used following steps in my study
1. Formulating the objective of the study (What is to be studied and
why).
2. Designing the methods of data collection (What methods will be
used for data collection).
3. Selecting the sample (How much information is required).
4. Processing and analysis of data.
5. Reporting the results.

Data collection methods; There is Primary Data and

Secondary Data and in this research I have used both the methods
of data collection.

Primary data is the data which is collected for the first time
mainly for the problem under study. Such data is original in
character.
In this research I have collected Primary Data through survey
method using questionnaire.
Survey method means collecting data through the respondents for
any pre-established research objective. In this method there is a
face to face contact with the person from whom the information is
to be collected.

Questionnaire is a set of questions developed in organized and

ordered manner for collecting information from respondents in a
relation to a given research problem.

SECONDARY DATA is the data which have already been

collected by some other agency for some other purpose and part or
whole of it is now being utilized for the purpose of ongoing research.
The sources through which I have collected secondary data are
➢ VARIOUS REPORTS
➢ EARLIER RESEARCHES
➢ THE INTERNET
➢ LIBRARIES (BOOKS).

UNIVERSE is defined as the aggregate of all the items to be

studied in statistical enquiry. The size of the universe is determined
by the problem under investigation.

SAMPLING PLAN is a plan for drawing a sample from the

UNIVERSE. This is an important part of descriptive research
design. The sample design is based on various factors such as what
is the sample unit, what is the sample size and what type of
sampling technique is to be used.

SAMPLING TECHNIQUE: In this project I have used random

sampling technique as it is most effective and commonly used
technique for selecting the sample.
Sample Unit is basic unit that contains a single element or group
of elements of the population to be sampled. As my study was
related to consumer behaviour towards purchasing REDMI mobile
phones so I studied the behaviour of consumers in the markets of
Shimla.

Sample size refers to the number of items to be selected from the

universe or population to draw a sample.
In this research, I took 150 samples as my sample size.

Data analysis and interpretation is the process of assigning

meaning to the collected information and determining the
conclusions, significance and implications of the findings. It is an
important and exciting step in the process of research. In all
research studies, analysis follows data collection.
In this project I have depicted the graphs in the following form

-Bar graph: It is a chart or graph that presents categorical

data with rectangular bars with heights or lengths proportional to
the values that they represent. The bars can be plotted vertically or
horizontally. A vertical bar chart is sometimes called a column
chart.

-Line graph: A line graph, also known as a line chart, is a type of

chart used to visualize the value of something over time. It consists
of a horizontal x-axis and a vertical y-axis.

-Pie chart: A pie chart (or a circle chart) is a circular statistical

graphic, which is divided into slices to illustrate numerical
proportion. In a pie chart, the arc length of each slice (and
consequently its central angle and area), is proportional to the
quantity it represents.
4.5) LIMITATIONS OF THE STUDY
➢ Consumers were not ready to fill the questionnaire.
➢ The sample size was limited.
➢ Accuracy and reliability was based on information given by the
respondents.
➢ Time was insufficient.
➢ To study consumer behaviour was a very complexed task.
CHAPTER-5
DATA ANALYSIS AND
INTERPRETAION
- DO YOU USE MOBILE PHONES

TABLE 5.1 shows the response of respondents whether they use mobile
phones or not.
S.NO Use mobile phone No. Of Percentage%
respondents
1 Yes 148 98.67%
2 No 2 1.33%
Total 150 100%

FIGURE5.1

Use mobile phones(percentage%)

Yes
No

Inference-
Table 5.1 represents that 98.67% respondents use mobile phones
and 1.33% respondents do not use mobile phones
-YOU EVER HEARD THE BRAND NAME REDMI

Table 5.2 shows the classification of respondents whether they have

heard the brand name REDMI or not.
S.NO Have you heard the No. of respondents Percentage%
phone brand called
REDMI
1 Yes 148 100%
2 No 0 0%
Total 148 100%

Figure5.2

Have you heard the phone brand called

Redmi(Percentage%).

Yes
No

Inference-
From table 5.2 it can be inferred that 100% respondents have heard
the mobile brand REDMI.
-WHICH BRAND MOBILE PHONE DO YOU HAVE?

Table 5.3 shows the classification of respondents on the basis of

which brand mobile phone they use.
Table 5.3
S.No Which mobile brand do Respondents(Users) Percentage%
they you use.
1 Samsung 30 20.3%
2 Apple 12 8.2%
3 REDMI 70 47.2%
4 Vivo 22 14.9%
5 Any other 14 9.4%
Total 148 100%

Figure5.3

80
70
60
50
40 Users
30 Percentage%
20
10
0
Samsung Apple Redmi Vivo Any other

Inference-
From table 5.3 it can be inferred that 47.2% respondents use
REDMI mobile phones, 20.3% respondents use SAMSUNG mobile
phones, 14.9% respondents use VIVO mobile phones, 8.2%
respondents use Apple mobile phones and 9.4% respondents use
any other company’s mobile phones.
-YOU HAVE USED REDMI PHONE EARLIER?

Table No 5.4 shows the classification of respondents whether they

have used REDMI mobile phone earlier.
S.No Whether they have had use No. of Percentage%
REDMI mobile phone earlier. respondents

1 Yes 28 35.8%
2 No 50 64.2%
Total 78 100%

Figure 5.4

Used Redmi mobile phone earlier(In

percentage%)

Yes
No

Inference-
Table 5.4 represents that 35.8% respondents have used REDMI
mobile phone earlier and 64.2% respondents have never used
REDMI mobile phone earlier.
-REASON TO SWITCH OVER FROM REDMI TO ANY OTHER
BRAND?

Table 5.5 shows the response of respondents why they switch over
from REDMI mobile phone to any other brand.
S.No Reason to switch over from REDMI No. of Percentage%
respondents
1 Poor quality 7 25%
2 Lack of customer support service 4 14.3%
3 Non durable 12 42.9%
4 High priced 0 0%
5 Origin is from China 5 17.8%
Total 28 100%

Figure 5.5
50
45
40
35
30
25 Reason to switch over from
Redmi(No. of respondents)
20
15 Percentage%
10
5
0
Poor quality Lack of Non durable High priced Origin is from
customer China
support service

Inference-

From table 5.5 it is inferred that 42.9% responds switch over because
REDMI phones were non durable, 25% respondents switch over because
REDMI phones have poor quality, 17.8% respondents switch over
because REDMI phone’s origin is from China and 14.3% switch over
because there was lack of customer support service by REDMI.
-REASON FOR PREFERRING ANY OTHER PHONE OVER REDMI

Table 5.6 shows response of respondents why they prefer

Apple/Samsung/Vivo or any other mobile phone over REDMI
S.No Reason for preferring any other No. of Percentage%
phone over REDMI respondents

1 Lack of customer support service 5 10%

2 Non durable 27 54%

3 High priced 4 8%
4 Origin is from China 8 16%
5 Poor quality 6 12%
Total 50 100%

Figure5.6
60

50

40

30 Reason for preferring any other

20 phone over Redmi
Percentage
10

0
Lack of Non durable High priced Origin is Poor quality
customer from China
support
service

Inference-

Table 5.6 represents that42.9% respondents prefer any other phone

because REDMI phones are non durable, 16% respondents prefer any
other phone because REDMI phone’s origin is from China, 12%
respondents prefer any other phone because REDMI phones have poor
quality and 18% respondents prefer any other phone because REDMI
phones are high priced and lack of customer support service.
-REASON TO PURCHASE REDMI MOBILE PHONE

Table 5.7 shows response of respondents why they choose REDMI

mobile phones.
S.No Why they choose REDMI No. of respondents Percentage%
mobile phones
1 Price 20 28.6%
2 Quality 2 2.8%
3 Design 8 11.4%
4 Features 10 14.3%
5 All of the above 30 42.9%
Total 70 100%

Figure 5.7
50
45
40
35
30
Why they choose Redmi mobile
25 phones(No. of respondents)
20
Percentage%
15
10
5
0
Price Quality Design Features All of the
above

Inference-
From table 5.7 it is inferred that 28.6% respondents choose REDMI
phones due to its price, 2.8% respondents choose REDMI phones
due to its quality, 11.4% respondents choose REDMI phones due to
its design, 14.3% respondents choose REDMI phones due to its
features and 42.9% respondents choose REDMI phones due to its
price, features, design and quality.
-HOW LONG YOU ARE USING REDMI MOBILE PHONES

Table 5.8 shows the classification of respondents for how long they
use REDMI mobile phone.
S.No How long they use No. of Percentage%
REDMI mobile phones respondents

1 Less than 1 year 30 42.9%

2 Less than 2 years 17 24.3%
3 2-5 years 13 18.6%
4 More than 5 years 10 14.2%
Total 70 100%

Figure5.8

50
45
40
35
30 How long they use Redmi mobile
phone(No. of respondents)
25
20 Percentage%
15
10
5
0
Less than 1 Less than 2 2-5 years More than 5
year years years

Inference-
Table 5.8 represents that 42.9% respondents are using REDMI
mobile phone less than a year, 24.3% respondents are using for less
than 2 years, 18.6% respondents are using REDMI from 2-5 years &
14.2% respondents are using for more than 5 years.
-FROM WHERE YOU CAME TO KNOW ABOU REDMI MOBILE
PHONES

Table 5.9 shows the response of respondents from where they heard
about REDMI mobile phones.
S.No From where they heard about No. of Percentage%
REDMI mobile phone respondents
1 Television 20 28.5%
2 Family and friends 10 14.3%
3 Internet 25 35.7%
4 Newspaper 9 12.9%
5 Other 6 8.6%
Total 70 100%

Figure5.9
40
35
30
25 From whwere they heard about
Redmi mobile phones(No. of
20 respondents)
15 Percentage%
10
5
0
Television Family and Internet Newspaper Other
friends

Inference-
Table 5.9 represents that 28.5% respondents heard about REDMI
phones from television, 14.3% respondents heard about REDMI
phones from their family and friends, 35.7% respondents heard
about REDMI phones from internet, 12.9% respondents heard
about REDMI phones from newspaper and 8.6% respondents heard
about REDMI phones from other.
-ARE REDMI PHONES STYLISH IN APPEARANCE

Table 5.10 shows the response of respondents whether REDMI

phones are stylish in appearance or not.
S.No Whether REDMI No. of respondents Percentage%
phones are stylish in
appearance
1 Strongly agree 23 32.9%
2 Agree 27 38.6%
3 Disagree 16 22.8%
4 Strongly Disagree 4 5.7%
Total 70 100%

Figure5.10
45

40

35

30
Whether Redmi phones are
25 styish in appearence(No. of
respondents)
20
Percentage%
15

10

0
Strongly agree Agree Disagree Strongly
disagree

Inference
From table 5.10 it is inferred that 32.9% respondents strongly agree
that REDMI phones are stylish in appearance, 38.6% respondents
only agree that Redmi phones are stylish in appearance, 22.8%
respondents disagree that REDMI phones are stylish in appearance
and 5.7% strongly disagree that REDMI phones are stylish in
appearance.
-REDMI MOBILE PHONES ARE USER FRIENDLY

Table 5.11 shows response of respondents whether REDMI phones

are user friendly or not.
S.NO Whether REDMI phones No. of respondents Percentage%
are user friendly or not.
1 Strongly agree. 58 82.9%
2 Agree 12 17.1%
3 Disagree 0 0%
4 Strongly disagree 0 0%
Total 70 100%

Figure 5.11
90
80
70
60
Whether Redmi phones are
50 user friendly or not(No. of
40 respondents)
Percentage
30
20
10
0
Strongly agree Agree Disagree Strongly
disagre

Inference-
Table 5.11 represents that 82.9% respondents strongly agree that
REDMI phones are user friendly, 17.1% respondents only agree that
REDMI phones are user friendly.
 -WHAT DO YOU THINK REDMI PHONES ARE
MULTIFEATURED AND PRICED VERY LOW

Table 5.12 shows the response of respondents whether REDMI

phones are multifeatured and priced very low or not.
S.No Whether REDMI phones are No. of Percentage%
multifeatured and priced very low respondents
or not
1 Strongly agree 46 65.7%
2 Agree 24 34.3%
3 Disagree 0 0%
4 Strongly disagree 0 0%
Total 70 100%

Figure 5.12
70

60

50 Whether Redmi phones are

multifeatured and priced
40 very low or not(No. of
respondents)
30
Percentage%
20

10

0
Strongly agree Agree Disagree Strongly
disagree

Inference-
From table 5.12 it is inferred that 65.7% respondents strongly agree
that REDMI phones are multifeatured and priced very low, 34.3%
respondents agree that REDMI phones are multifeatured and
priced very low and no respondent disagree and strongly disagree
that REDMI mobile phones are multifeatured and priced very low.
-REDMI MOBILE PHONES ARE IN FOREFRONT TO APPLY
ADVANCE TECHNOLOGY.

Table 5.13 shows response of respondents whether REDMI mobile

phones are in forefront to apply advance technology or not.
S.No Whether REDMI phones are in No. of respondents Percentage%
forefront to apply advance
technology or not
1 Strongly agree 70 100%
2 Agree 0 0%
3 Disagree 0 0%
4 Strongly disagree 0 0%
Total 70 100%

Figure5.13
120

100

80 Whether Redmi phone are in

forefront to apply advance
technology or not(No. of
60 respondents)
Percentage%
40

20

0
Strongly agree Agree Disagree Strongly
disagree

Inference-
Table 5.13 represents that 100% respondents strongly agree that
REDMI mobile phones are in forefront to apply advance
technology.
-REDMI PHONES ARE DURABLE

Table 5.14 shows response of respondents whether REDMI mobile

phones are durable or not.
S.No Whether REDMI mobile phones No. of Percentage%
are durable or not respondents
1 Strongly agree 19 27.2%
2 Agree 15 21.3%
3 Disagree 20 28.6%
4 Strongly disagree 16 22.9%
Total 70 100%

Figure5.14
35

30

25
Whether Redmi phones are
20 durable or not(No. of
respondents)
15 Percentage%

10

0
Category 1 Category 2 Category 3 Category 4

Inference-
From table 5.14 it is inferred that27.2% respondents strongly agree
that REDMI phones are durable, 21.3% respondents agree that
REDMI phones are durable, 28.6% respondents disagree that
REDMI phones are durable and 22.9% respondents strongly
disagree that REDMI phones are durable.
-WHICH RANK WILL YOU GIVE TO REDMI PHONES ON THE
BASIS OF ITS REPUTATION

Table 5.15 shows response of respondents regarding what rank they

give to REDMI phones on the basis of it’s reputation.
S.No What rank they give to REDMI No. of Percentage%
mobile phones on basis of it’s respondents
reputation
1 Rank 1 12 17.1%
2 Rank2 18 25.7%
3 Rank3 17 24.3%
4 Rank 4 13 18.6%
5 Rank 5 10 14.3%
Total 70 100%

Figure5.15
30

25

20 What rank they give to Redmi

phones on the basis of it's
15 reputation(No. of respondents)
Percentage%
10

0
Rank1 Rank2 Rank3 Rank4 Rank5

Inference-
Table 5.15 represents that 17.1% respondents give rank 1 to REDMI
mobile phones on the basis of its reputation, 25.7% respondents
give rank 2 to REDMI phones, 24.2% respondents give rank 3 to
REDMI phones, 18.6% respondents give rank 4 to REDMI phone
and14.3 give rank 5 to REDMI phones.
-REDMI MOBILE PHONES CUSTOMER SERVICE

Table 5.16 shows response of respondents whether REDMI mobile

phones have excellent customer service or not.
S.No Whether REDMI mobile No. of Percentage%
phones have excellent respondents
customer service or not
1 Yes 50 71.4%
2 No 20 28.6%
Total 70 100%

Figure5.16

Whether Redmi phones have excellent

customer service or not(Percentage%)

Yes
No

Inference-
From table 5.16 it is inferred that 71.4% respondents say yes that
REDMI phones have excellent customer service and 28.6%
respondents say no that REDMI mobile phones have excellent
customer service.
-REDMI PHONES ARE AVAILABLE CONVENIENTLY

Table 5.17 shows the response of respondents whether REDMI

mobile phones are available conveniently or not.
S.No Whether REDMI mobile No. of Percentage%
phones are available respondents
conveniently or not
1 Yes 70 100%
2 No 0 0%
Total 70 100%

Figure5.17

Whether Redm phones are available very

conveniently or not(Percentage%)

Yes
No

Inference-
From table 5.17 it is inferred that 100% respondents say yes that
REDMI mobile phones are available conveniently in markets.
-YOUR THOUGHTS ON REDMI MOBILE PHONE MARKETING

Table 5.18 shows the response of respondents regarding the REDMI

mobile phone marketing.
S.No REDMI mobile phone marketing No. of respondents Percentage%
1 Good advertisement 30 42.9%
2 There are too little advertisements 18 25.7%
3 There are too many too many 22 31.4%
advertisements
4 Non impressive advertisement 0 0%
Total 70 100%

Figure 5.18
50
45
40
35
30
25 Redmi mobile phone
20 marketing(No. of respondents)
15 Percentage%
10
5
0
Good There are too There are too Non impressive
advertisement little many advertisement
advertisements advertisements

Inference-
From table 5.18 it is inferred that 42.9% respondents say good
advertisement for REDMI phones, 25.7% respondents say too little
advertisement for REDMI phones and 31.4% respondents say too
many advertisements for REDMI phones.
-QUALITY OF REDMI MOBILE PHONES

Table 5.19 shows the response of respondents regarding the quality

of REDMI mobile phones.
S.No Quality of REDMI No. of respondents Percentage%
mobile phones
1 Best 30 42.9%
2 Good 24 34.3%
3 Bad 16 22.8%
Total 70 100%

Figure5.19
50

45

40

35

30
Quality of Redmi mobile
25 phones(No. of respondents)

20 Percentage%

15

10

0
Best Good Bad

Inference-
Table5.19 represents that 42.9% respondents say best quality,
34.3% say good quality and 22.8% say bad quality for REDMI
mobile phones.
-REDMI MOBILE PHONES COMPLETE YOUR PRIMARY USES
LIKR GAMING, MUSIC ETC.

Table 5.20 shows the response of respondents whether REDMI

mobile complete the primary uses like gaming etc.
S.No Whether REDMI mobile phones No. of Percentage%
complete the primary use uses respondents
like gaming etc.
1 Yes 70 100%
2 No 0 0%
Total 70 100%

Figure5.20

Whether Redmi mobile phone complete

primary uses like gaming etc.(Percentge%)

Yes
No

Inference-
Table5.20 represents that 100% respondents feels that REDMI
mobile phones complete their primary use of purchasing the phone.
-WILL YOU RECOMMEND REDMI PHONES TO YOUR FAMILY
AND FRIENDS

Table 5.21 shows the response of respondents whether they’ll

recommend REDMI mobile phones to their friends and relatives or
not.
S.No Whether they’ll recommend REDMI No. of Percentage%
mobile phones to their friends and respondents
relatives or not
1 Yes , ofcource 17 24.3%
2 May be couple of them 25 35.7%
3 No, I don’t 12 17.1%
4 I don’t know 16 22.9%
Total 70 100%

Figure 5.21
40
35
30 Whether they'll recommend
25 Redmi mobile phones to their
friends and relatives or not(No.
20 of respondents)
15 Percentage%
10
5
0
Yes, ofcourse May be couple No, I don't I don't know
of them

Inference-
From table 5.21 is inferred that 24.3% respondents are willing to tell
about REDMI phones, 35.7% will tell couple of them about REDMI
phones, 17.1% respondents will not tell about REDMI phones and
22.9% don’t know whether they will recommend REDMI mobile
phone to their friends and family.
-WILL YOU PURCHASE REDMI PHONES IN FUTURE

Table 5.22 shows the response of respondents whether they’ll

purchase REDMI mobile phones in future or not.
S.No Whether they’ll No. of respondents Percentage%
purchase REDMI
mobile phone in
future or not
1 Yes 48 68.6%
2 No 22 31.4%
Total 70 100%

Figure5.22

Whether they'll purchase Redmi mobile

phones in future or not(Percentage%)

Yes
No

Inference-
From table 5.22 it is inferred that 68.6% respondents are willing to
purchase REDMI mobile phones in near future and 31.4% will not
purchase REDMI mobile phones in near future.
CHAPTER- 6
FINDINGS,
CONCLUSIONS AND
RECOMMENDATIONS
6.1) FINDINGS
➢ 42.9% of the users are using REDMI mobile phones, less than
a year.
➢ 100% respondents agree that REDMI phones are stylish in
appearance, multifeatured and priced very low, in forefront to
apply advance technologies like GPS, 4G LTE support and
complete their primary uses like gaming, music.
➢ Majority of respondents disagree that REDMI phones are
durable and it is the main reason why old REDMI users
shifted to other mobile brands.
➢ 42.9% respondents are in support that REDMI phones have
best quality.
➢ 60% respondents said that they’ll recommend REDMI mobile
phones to their friends and relatives and they’ll purchase
REDMI mobile phones in future.
➢ No respondent said that REDMI mobile phones have a non
impressive advertisement.
➢ 18 Out of 70 respondents given REDMI as the second place on
the basis of its reputation.
6.2) CONCLUSION
“CONSUMER BEHAVIOUR TOWARDS THE PURCHASE OF
REDMI MOBILE PHONES”

Studying the behaviour of consumer is a very complex task in a

market place. The behaviour of the consumer is unpredictable
and constantly changing that’s why marketers need to lay
greater importance on consumer behaviour (marketing aspect).
From the recent records it is evident that India has taken over
America to become the second largest mobile market after
China. In recent future India will take over China to become the
largest mobile market in world.
REDMI is a sub brand owned by Chinese company XOIAMI. So
to create a strong market base in India REDMI should focus on
the needs and wants of the consumers.
REDMI has taken over Indian market very well due to its
budgeted smart phones, but consumers are constantly changing
from REDMI to other brand mobile phones. It is because
REDMI has only given importance to low priced smart phones.
REDMI should improve its features and durability to grow and
hold their position in the Indian market.
6.3) RECOMMENDATIONS
➢ REDMI should make their phones more durable.
➢ REDMI should advertise more on newspaper and television.
➢ REDMI should create a strong customer base by improving
customer satisfaction.
➢ REDMI should improve the quality of its phone to build a
strong reputation in Indian market
BIBLIOGRAPHY
BOOKS:

• KUMAR RANJIT-RESEARCH
METHODOLOGY
• MICHAEL.R.S-CONSUMER BEHAVIOUR

WEBSITES:

• www.feedough.com
• www.mi.com
• www.research-methdology.net
• www.rompetino.org
• www.smartprix.com
• www.youarticlelibrary.com
APPENDIX:
-QUESTIONNAIRE.
Q -1 Do you have mobile phone?

• Yes.
• No.

Q -2 Have you ever heard the phone brand called REDMI?

• Yes.
• No.

Q -3 which mobile phone brands do you use?

• Samsung.
• Apple.
• REDMI.
• VIVO.
• Any other.

Q -4 Have you used REDMI mobile phone earlier?

• Yes.
• No.
Q -5 why did you switch over from REDMI to Apple/ Samsung
/Vivo / Any other mobile phone?

• Poor quality.
• Lack of customer support services.
• Non-durable.
• High priced.
• Origin is from China.

Q -6 why you prefer Apple/Samsung/Vivo/Any other mobile brand

over REDMI?

• Lack of customer support services.

• Non-durable.
• High priced.
• Origin is from China.
• Poor quality.

Q -7 why do you purchase REDMI mobile phone?

• Due to price.
• Due to quality.
• Due to design.
• Due to features.
• All of the above.

Q -8 how long do you use REDMI mobile phone?

• Less than 1 year.

• Less than 2 years
 • From 2 to 5 years.
• More than 5 years.
Q -9 how did you hear about REDMI mobile phone?

• Television.
• Family and Friends.
• Internet.
• Newspaper.
• Other.

Q -10 Are REDMI phones stylish in appearance?

• Strongly Agree.
• Agree.
• Disagree.
• Strongly Disagree.

Q -11 REDMI mobile phones are user friendly?

• Strongly Agree.
• Agree.
• Disagree.
• Strongly Disagree.

Q -12 REDMI phones are multifeatured and priced very reasonably?

• Strongly Agree.
• Agree.
• Disagree.
• Strongly Disagree.
Q -13 REDMI mobile phones are in forefront to apply advance
technologies (GPS, 4G LTE Support etc.)?

• Strongly Agree.
• Agree.
• Disagree.
• Strongly Disagree.

Q -14 REDMI mobile phones are durable?

• Strongly Agree.
• Agree.
• Disagree.
• Strongly Disagree.

Q -15 Rank REDMI mobile phones on the basis of its reputation?

• 1.
• 2.
• 3.
• 4.
• 5.

Q-16 REDMI mobile phones have excellent customer service

(convenient repair location).

• Yes.
• No.
Q -17 REDMI mobile phones are available very conveniently
(markets, online markets).

• Yes.
• No.

Q -18 What do you think about REDMI mobile phones marketing?

• Good Advertisement.
• There is too little advertisement.
• There are too many advertisements.
• Non-Impressive advertisement.

Q -19 What do you think about quality of REDMI mobile phones?

• Best.
• Good.
• Bad.

Q -20 Do REDMI mobile phones complete your primary uses like

gaming, music and social networking?

• Yes.
• No.
Q -21 Do you recommend REDMI mobile phones to your friends
and relatives?

• Yes, ofcource
• May be couple of them
• No, I don’t
• I don’t know

Q -22 whether you’ll purchase REDMI mobile phones in future?

• Yes.
• No.