Declaration

I hereby declare that the project work entitled CONSUMER PREFERENCES TOWARDS
CELL PHONE BRANDS IN BIRATNAGAR submitted to the Faculty of Management,
Tribhuvan University, and Biratnagar is an original piece of work under the supervision of
Mr. Santosh Prasad Chaudhary, faculty member, Merryland College, Biratnagar and is
submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of
Business Studies (BBS). This project work report has not been submitted to any university or
institution for the award of any degree of diploma.

………………………..

Sapana Mandal

BBS 4thYear

T.U. Registration No: 7-2-396-83-2017

Date:

ii
 Supervisor’s Recommendation

The project work report entitled CONSUMER PREFERENCES TOWARDS CELL PHONE
BRANDS IN BIRATNAGAR submitted by Sapana Mandal of Merryland College,
Biratnagar is prepare under my supervision as per the procedure and format requirement laid
by the Faculty of Management, Tribhuvan University, as partial fulfillment of the
requirements of the degree of Bachelor of Business Studies (BBS). I, therefore, recommend
the project work report for evaluation.

………………………………………..

Santosh Prasad Chaudhary

Supervisior

Merryland College, Biratnagar

Date:

iii
 Endrosement

We here by endorse the project work report entitled CONSUMER PREFERENCES

TOWARDS CELL PHONE BRANDS IN BIRATNAGAR by Sapana Mandal of Merryland
College, Biratnagar, in partial fulfillment of requirements for award of the Bachelor of
Business Studies (BBS) for external evaluation.

Signature: …………………… Signature: ……………………

Mr. Gunaraj Dhungel Mr. Laxman Dhakal
Chairman, Research Committee Principal
Date: Date:

iv
 Acknowledgement

This project work report entitled CONSUMER PREFERENCES TOWARDS CELL PHONE
BRANDS IN BIRATNAGAR has been prepared in partial fulfillment for the degree of
Bachelor in Business Studies (BBS) under the supervision of Mr. Santosh Prasad Chaudhary
of Merryland College, Biratnagar.

It is my privilege of getting help and co-operation from different persons. I am deeply

indebted and also express my heartfelt gratitude to all who supported me although it is not
sufficient time compared to what I got for them. I sincerely thank to Mr. Santosh Prasad
Chaudhary for his proper supervision and suggestions for shaping this work to complete. I am
also thankful to Mr. Laxman Dhakal principal and managing director of Merryland College,
Biratnagar.

I could not remain without thanking to my teacher, lecture and my friends; who helped me
during my study of BBS and during preparation of this report.

v
 TABLE OF CONTENTS

Title Page i
Declaration ii
Supervision’s Recommendation iii
Endorsement iv
Acknowledgement v
Table of Contents vi
List of Tables viii
List of Figures ix
Abbreviations x

CHAPTER I: INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 3
1.4 Rationale of the Study 3
1.5 Review of Literature 3
1.6 Research Methodology 5
1.7 Limitations of Study 6

CHAPTER II: RESULTS AND ANALYSIS 7

2.1 Data Presentation 7
2.2 Analysis of Results 20
2.3 Findings 23

CHAPTER III: SUMMARY AND CONCLUSION 25

3.1 Summary 25
3.2 Conclusion 25

BIBLOGRAPHY 28
APPENDIX 29

vi
 LIST OF TABLES

Table No. Title Page No

2.1 Distribution by Gender 9
2.2 Distribution by Price Range 10
2.3 Distribution by Income Level 11
2.4 Distribution by Age Group 12
2.5 Frequency of buying mobile 13
2.6 Distribution by Literacy Level 14
2.7 Expectation from the product 15
2.8 Degree of satisfaction 16
2.9 Factor influencing for selection of particular brand 17
2.10 Preference of Cell Phone Brand 18
2.11 Level of brand loyalty 19
2.12 Level of price sensitivity 20

vii
 LIST OF FIGURES

Figure No. Title Page No

2.1 Distribution by Gender 9
2.2 Distribution by Price Range 10
2.3 Distribution by Income Level 11
2.4 Distribution by Age Group 12
2.5 Distribution by Frequency 13
2.6 Distribution by Literacy Level 14
2.7 Distribution by Expectation 15
2.8 Distribution by Degree of satisfaction 16
2.9 Distribution by influencing factor 17
2.10 Distribution by brand 18
2.11 Distribution by brand loyalty 19
2.12 Distribution by price sensitivity 20

viii
 ABBREVIATIONS

$ Dollar
% Percentage
& And
i.e. That is
BBS Bachelor of Business Studies
TU Tribhuvan University
e.g. Example
etc. Etcetera
No. Number

ix