1.1 Definition:: Chapter-1

A Study On Brand Preference Of Mobile Phones 2019
Chapter-1
Introduction
1.1 Definition:
The practice of marketing is to create a symbol, a name and design which identify and
differentiate a product from other products. The effective brand strategy gives a major part in
increasing the sales from the competitive market. Branding is a concept that expends the brand
name of marketing. The companies brand usually represents the market identity and their
reputation for trust worthiness. The brand marketing is very much important for the business and
to develop new technologies and providing the logistic support other business. Brand marketing
influences the decision to find the variety of customers and consumers. To develop a brand
campaign, companies need to work to increase the customer’s awareness of their reputation.
1.2 Brand Building:
Brand Building is to create and generate the awareness, establishing and promoting the company
business strategies and tactics. Brand Building is to enhance the brand equity by using the
promotional strategies and the advertisement campaigns. Brand development is the process of
creating and strengthening the brand
1.3 Brand development strategy:
1) A strong and well differentiated brand will help the firm to grow much easier.
2) Identifying the targeted clients.
3) Research the targeted client group.
4) To develop brand positing.
5) To develop the messaging the strategy.
6) To develop the name, logo and the tagline.
7) To develop the marketing strategy.
8) To develop professional website.
9) To build the marketing toolkit.
10) To implement brand developing process and tracking.
1|Page Sri Krishna Adithya College Of Arts & Science

1.4 Important of branding:
Branding is important for all business sizes to increase their value, employee’s motivation
and direction to acquire the new customers very much easier. The branding creates trust and
quality of services. It also improves the recognition and supports the marketing effort which
helps to motivate the employees and to generate the new business revenue.
1.5 Advantages of branding:
Branding helps the consumers to develop the image of the products and services.
1) Competitive protection:
Brands offer a certain amount of legal protection from the competition because
of trade mark law. A trade mark is a unique word which distinguishes a company.
Registering a trade mark which allows a legal action to take against any competitor’s to
infringe on its branding
2) Creating awareness and loyalty:

Branding helps consumers to develop a specific image which contains the
qualities and the characteristics business owners want the consumers to associate with
their product or services. A distinct brand can increase the sales and reputation of a
product. If consumers are satisfy after purchasing the product, a strong brand which
makes them easy to repeat their purchases without any reconsideration.
1.6 Disadvantages of branding:
The major disadvantage of branding is expensive. Brand designing involves research,

graphic design and identity integration, which are not cheap. A strong product association for
customers is one of the major benefits of a brand, this also disadvantages in several situations.

1.7 Brand preference
OnePlus:
It is smart phone found at by Pete Lau (CEO) and Carl Pei in the year December 16 2013.
According to the government of china, the only stockholder in OnePlus is “OPPO” electronics.
The main goal of the company is to design a smart phone with would balance the high quality
with lower price than other phones. The company’s first device of OnePlus One on 23 rd April. In
December 2014 in India OnePlus One launched the mobile sale through amazon. In April 2014,
Han Han is appointed as the product ambassador in main land China. OnePlus serves in 34
countries.
Vivo:
Vivo is a Chinese technology company owned by BBK electronics which makes smart
phones, accessories, software and online services. Vivo was found at in the year 2009. It began
its international expansion in the year 2014. In October 2015 Vivo was the little sponsor of the
Indian Premier League under two years deal which started in 2016. In July 2017, the deal was
extended till 2022.Vivo is operating more than 100 countries around the world.
Samsung:
Samsung was founded by Lee Byung Chul in the year 1938. In the late 1960’s Samsung
entered electronic industries. Samsung has increased its globalized activities in 1990, in mobile
phones and semi-conductors. Samsung is the 6 th highest global brand as of 2017. South Korea’s,
Samsung has a powerful influence in politics, economic development, media and culture.
Redmi:
Redmi is a sub-brand owned Xiaomi by the Chinese. The company first introduced budget
smartphone in July 2013. Xiaomi MIUI user interface on top of aneroid was used by Redmi
phones. In 2016 the dual camera system in mobile phones was introduced by Redmi. It is
operating in several Asian and European countries. The Most important difference from other
smartphones is that Redmi users less expensive components, so it is cost effective.

iPhone:
iPhone is a smartphone designed and marketed by Apple INC. In 29 th June 2007, the first
generation phone was launched. As of January 2017, more than 2.2 million applications are
available in the Apples App Store available for iPhone. In Apple 11 generations of iPhone
models have been released in this the major parts of 11 iOS operating system have also released.
According to the Apple CEO Steve Jobs, The word “i” in “iPhone”, “iPod” and “iPad” stands for
inspired, internet, individual, inform and instruct.
Moto:
Moto is a trade mark owned by Motorola. In 2012 google has purchased Motorola mobility.
Motorola marketed on android devices and manufacture by Motorola mobility, currently the
subsidiary of Lenovo.
LG:
An LG phone was founded in 1958 at Seoul as GoldStarIn 2009 the LG launched its first
aneroid smartphones, and in 2009, and in 2011 the first tablet was launched. The company is
very well known for its flagship G series of smartphones and wide products inclusive of smart
TV’s.
1.8 Objectives:
 To analysis the main features which a student looks in the mobile phone.
 To study the reasons for brand preference for a particular brand in Coimbatore city.
 To study the frequency of moving the mobile phone.
 To study the consumer view and their level of satisfaction towards the usage of the
mobile phone.
1.9 Scope of the study:
This research gives suggestions for the current mobile manufactures and upcoming
companies with useful opinion to enhance their market in the future. This research encompasses
all range of peoples like professional, non-professional, educated and uneducated, genders,

covers all the age groups and classes. Thus the study gives wide range of opinion and suggestion
for the mobile companies. These suggestions help them monetarily by means of profitability, and
non-monetarily by means of brand image and reputation that results them in the long-run.
1.10 Pilot study:
A pilot study was conducted by the researcher to identify the consumer preference to
mobile phone brand and the factors influencing brand preference. For this study the data were
collected from 40 respondents. The researcher undertaken the period of two months that is in the
month November 2018.
1.11 Research methodology:
Research approach:
The research involves two types of research approaches namely, theoretical analysis
approach and empirical evidence. Theoretical analysis approach uses secondary information and
previously research information that provides non-measurable quantitative range of information
which is useful for providing suggestion. Whereas empirical evidence approach uses statistical
data and fresh-hand information for the research, it provides qualitative measurable information
helpful for findings. The mixed method approach is used in the study on brand preference of
mobile phones. That is, the researcher has used both theoretical analysis and empirical evidence,
so that both the past information and present findings been provided by the researcher to provide
a qualitative study. In my study falls on empirical evidence.
Research techniques:
Two different research techniques are qualitative and quantitative. Qualitative techniques
of research provide non-measureable and valuable information, whereas the quantitative
techniques provide measureable range of information. In this research while developing
questionnaire the researcher has used quantitative techniques such as age, no of mobiles and
range of salary. Similarly qualitative techniques are used enquiring suggestion using open-end
question. Qualitative research is subject to human bias and quantitative does not encompass open

and worthful information of the responders. Thus combinations of qualitative and quantitative
techniques are used in this study on brand preference of mobile phones.
1.12 Data collection:
Primary data are information collected for the current research. These are first-hand
information collected and used only for the current research. The secondary data are information
gathered from articles, journals, previous empirical studies and so on. In this study, the
researcher has used secondary information like previous empirical studies in the review of
literature and research methodology, articles and journals from online and offline to collect the
data about the company information and research subject. The primary data are collected through
distributing the questionnaire to the sample responders and these information are used for the
analysis purpose and for furthermore findings.
1.13 Sample design:
The researcher has used random sampling method to collect the data. The
questionnaire been distributed randomly to the people.
1.14 Sample size:
The sample size of research is 108.
1.15 Tools used:
From the information gather from the sampling survey the responds are recorded, the
researcher used spss software for data analysis and data representation. The tools used for the
analysis are,
 Simple percentage method:

Simple percentage means out of 100. This method helps in raw streaming of data
for better understanding. Whatever the number of frequency percentage method helps in
easy analysis and data representation.

 Weighted percentage method:

It is the method of assigning weightage to the parameters where scaling and
scoring is necessary to the analysis.
 Rank method:
It is the simplest method to prioritizing the variables.
The researcher used pie chart and bar chart for the data representation.
1.16 Area of study:
The samples are collected from nearby locality of the researcher. The researcher covers major
cities of the Coimbatore. Specifically familiar mobile showrooms in and around Coimbatore.
1.17 Chapter scheme:
Chapter 1: Introduction of the study
This character gives close view of the study what is branding, its importance,
advantages, disadvantages, strategies, brand building, and difference brand in the market. This
chapter gives basic introduction to the study, its objectives and research methodology.
Chapter 2: A review of literature
The view of various author with respect to the brand of mobile phones discussed in
various empirical studies are disclosed in the character.
Chapter 3: Company profile
A detail view of branding strategy of different mobile companies is discussed in this

character.
Chapter 4: Data analysis and interpretation
The numerical and pictorial representations of data collected and analyzed are
depicted. The analyzed data are interpreted.

Chapter 5: Finding and suggestion
The interpreted data are furthermore taken into consideration of finding and
suggestion in this chapter. In addition with the information in the review of literature are taken
into consideration for a qualitative finding.
1.18 Limitation:
 The sample is distributed to areas confined to the reach of researcher. The researcher
couldn’t encompass the entire target sample.
 The survey is conducted in one particular time dimension, which is also a major
limitation of the studies.
 This survey covers only a part of consumers that is only the end customers and excluded
online and offline retailers.

Chapter-2
Review of literature
1. Chu-Mei Liu (2002) [1]

, found the impact brand on manufacturers, retailers and
consumers. The need for mobile phones in Philippines is growing, whereas branded
phones are higher in sales. The service providers and the mobile phone manufacturers
showed cooperation in advertising and promotional activities, for their mutual growth and
this factor helped in originating the brand.
2. Macro Analysis and consumer Research Organization (2004) [2], studied on

the factors that trigger for purchase and awareness to the recent launches of mobile
handset in the market. Exposure to the technology and brand awareness is which triggers
the buying preference of mobile phones. New model technologies that make their life
easier, user friendly and consumer convenience offers are the forecasted need for future
launches.
3. Sriram, Chintagunta and Neelamegham (2004)[3], says various factor are

associated with the buying behavior of mobile phones among which brand is a significant
factor that determines the other factors like Price, feature, durability, appearance and so
on. They relate directly and indirectly as well, which means the technology, feature and
quality used by a mobile phone brand gain a brand name in long run and the brand built
enhances them to decide the price and availability.
1) https://sodhgangotri.inflibnet.ac.in, Repository of Indian Research Institute.

2) An Empirical Study of Brand Preference for Mobile phones, Ms. Deepa Ingavale, Dr. A.
G. Suryawanshi, Mr. K.V. Marulkar

4. Ayanwale, Alimi and Ayanbimipe (2005) [4]

on a research about brand loyalty
clearly stated that brand loyalty high influence the brand preference. Certain consumers
are very loyal to a particular brand in their life history, that make them to prefer the same
brand in the future too in spite of competitive brands.
5. Heikki Karjaluoto, Jari Karvonen et al (2005) [5], suggested Mobile phone is a

vast market and it is important to forecast the factors influencing the consumer buying
choice. They used various parameters like price, brand, feature, interface, quality and
appearance. From which they found that brand is the highly influencing variable on all
other parameters, and thus brand influences the buying choice on consumers.
6. DelVeccio, Henard, Freling (2006) [6]

states that promotional activities are the
initial branding mode for the new mobile launchers. Promotional activities like
advertising, social media, especially dealers and promoters in the mobile shop are the
strong mean for enhancing the brand image. When a new mobile phone launches in the
market the consumer has less idea about the new brands, promoters can easily influence
the consumers. Thus for new launchers promotional factors is a highly influencing
strategy.
G. Suryawanshi, Mr. K.V. Marulkar.
10 | P a g e Sri Krishna Adithya College Of Arts & Science

7) Kurt Matzler, Sonja Bidmon, Sonja Grabner-Krauter (2006) [7], using two
personality traits extraversion and openness, evaluated relationship with hedonic value
that affects the brand loyalty. Both the traits positively related to hedonic value. Author
clearly stated that openness directly related to hedonic value; whereas as extraversion
indirectly related to hedonic value. This hedonic value drives the brand loyalty.
8) Ramakrishnan Venkatesakumar, D. Ramkumar and P. Tillai Rajan
(2008) [8], authors researched on the issues associated with the brand loyalty and brand
switching behavior of the consumers. They undergone through a long process of
investigation using multi-dimensional scaling and correlation analyzing methods and
finally suggested that product attributes trigger the intention to switch the brands.
9) Shibashish, Chakraborty and Kalyan Sengupta (2008) [9]

studied the
importance of demographical variable of consumers with the effects of brand switching.
The research showed relevant parameters of consumer preference with respect to service
providers enhancing switching ideas.
10) Brenda, Mak, Robert Nickerson and Henri Isaac (2009) [10]
, studied the
factors influencing the consumer attitudes towards brand image of mobile phone, and its
effect on usage. The study revealed that consumers give high preference to brand image
in the public for trend and social fame. This brand image differs as per the categorization
like country, age, generation, and gender and work status. These categorization
influences the usage frequency.

11) Arvind Sahay and Nivedita Sharma (2010) [11] investigated on brand preference
of young consumers. For the analysis the researchers selected various dimensions. Firstly
the effects of peers and family to that of brand relationship. Secondly the pricing factor
which influence the switching intention. Thirdly young consumer’s product choice
influencing brand name. Finally the analysis resulted that brand preference highly
influences buying preference of young consumers.
12) Hans Kasper, Josee Bloemer, Paul H. Driessen (2010) [12]

while studying
factors of decision making styles and the level of confusion. Three factors are Price
conscious and cautious consumer, brand-loyal and quality driven consumers, and
functionalist consumers. Respective factors affect the consumer on the same aspect.
13) Paulo, Duarte and Mario (2010) [13]

states that apart from the brand image
developed in the market the individual consumer has self-image about the their own
preference for brand, which is referred to as brand preference. Consumer from the
information gathered through friends, relatives, corporates and communities developed
self-image about the brand.
11) https://sodhgangotri.inflibnet.ac.in , Repository of Indian Research Institute


[14]
14) Ahmed Alamro, Jennifer Rowley (2011) revealed 11 antecedents of brand
preference under three main cluster groups. Firstly awareness antecedents; advertising which is
controllable, publicity and word of mouth which is uncontrollable. Secondly Image antecedents;
price and quality of service provider attribute; brand personality, country of origin, employee
and location of manufacturer attribute; and corporate image, corporate reputation from
corporate attributes. Thirdly customer attribute antecedents; satisfaction, perceived risk, and
reference group.
15) Androulidakis and G.Kandus (2011) [15], authors performed research on mobile
phone by interrelating the brand with that of the user’s security practices on another hand.
Researchers found different characteristics with respect to the brand of mobile phone they
are experiencing, among which a drastic drawback on lack of security is remarkable.
Finally they concluded that the phone manufacturers have to enhance the security and
protection aspects, and the same to be acknowledged to the consumers. This helps in
improvising the brand name of mobile phone.
16) Tajzadeh Namin A. A., Rahmani Vahid and Tajzadeh Namin Aidin
(2012) [16]
investigated about consumers brand preference is subjected to the situational
trend and the features. Authors correlated the three variables such as “brand approach”,
“corporate approach” and “product choice”. Research resulted less correlation between individual
decision making with the variable “product choice”.

17) Nasr Azad, Maryam Safaei (2012) [17] believed that consumer preference is based on
the brand name, thus researched on it. The analysis symbolizes positive relation between “brand
name and quality perception”, “brand name and word of mouth advertisement”, “quality
perception and fidelity”, “word of mouth advertisement and brand image” and “brand image and
brand name”, whereas other parameters unrelated to brand showed less relation. Thus concluded
consumer preference to brand name is highly influenced.
18) Singh (2012) [18] on a study on customer preference on mobile phones. The five main factors
that influences purchase behavior of mobile phones are Price, features, smartphone appearance,
brand and multimedia options.
19) Hult, Pride and Ferrell (2012) [19], says brand preferences is highly related to brand
choice which influences the consumer buying decisions. The factors are price, familiarity, social
influence and marketing communications. “Social influences include reference of family, friends,
opinion leaders, culture”.
20) Marumbwa and Thakur (2013) [20]

studied on factors influencing customer
satisfaction levels. Authors correlated brand image and consumer brand preference, and
concluded consumer brand preference yielded motivational sign on customer satisfaction levels.


21) Das Sata (2013) [21]

researched on young consumers of mobile phone. The survey
reveals the young consumer looks for smart appearance of the handset, Most recent
features, and pleasure in usability. Especially female post-graduate students in urban
residents are who highly looks for brand in mobile.
22) Chowdhury & Rahman (2013) [22]

interrelated the demographic variable of brand
preference and the attributes that affects the behavioral choice of young consumers of mobile
handsets. Young consumers showed less significance to price, durability and other behavioral
choices. Samsung is the leading in the market competing with other markets like Nokia,
symphony, Sony Erricson and so on.
23)Rijal (2013) [23] had empirical study on student’s preference on brand in buying choice. Both
the theoretical and study criteria’s implies that social Medias and friends are the two main
sources of information which motivate their buying choices.
24)Perreault, Cannon and McCarthy (2014) [24]

, clearly identifies the brand
preference. Author says “brand preferences occur when the consumer chooses one brand over
other available brands, because they have developed an image from the past about the brand”.

25)Robin Antony, Alex Henry (2017) [25], psychologist authors stated that people who
craves social awareness prefers highly social brand of mobile phones. Mainly youngsters and
professionals are willing to be eye catchy among social apps and social networks.
26)Victoria Mathew, Maria Jones (2018) [26], author says sports personalities, physic
trainers, special professionals, even basic individuals depends on modern technologies
and so prefers on branded mobile phones.
25) Referred in Anna University.

26) Referred in Anna University.

1. https://sodhgangotri.inflibnet.ac.in, Repository of Indian Research Institute.

2. An Empirical Study of Brand Preference for Mobile phones, Ms. Deepa Ingavale, Dr. A.
11. https://sodhgangotri.inflibnet.ac.in , Repository of Indian Research Institute

25. Referred in Anna University.
26. Referred in Anna University.

Chapter-3
Company profile
ONEPLUS:
On 16 December 2013 OnePlus was founded by the former vice president of OPPO Mr. Pete
Lau and Mr. Carl Pei. Based on the documentation of Chinese government, OPPO Electronics is
the only institutional stockholder in OnePlus. The main goal of the company is to give high end
quality with lower price compared to other Smartphone’s. In December 2014 exclusively
through Amazon OnePlus One was introduced in India and it also announced to open 25 official
walk in service centers across India. In April 2014, Mr. Han Han is appointed as the product
ambassador in main land China. OnePlus serves in 34 countries and regions.
The campaign “Smash the Past” was launched on 25 April 2014. This promotional
activity is done in United States made to purchase the OnePlus One for $1(US), they
implemented this promotional activity by selecting the participants and made them to destroy
their old mobile phones on video in an effort to purchase the new OnePlus One. But several
videos have been published by the unselected users misinterpreting the promotion and destroying
their phones before the starting date of the promotional activity. By considering the
environmental waste and safety concerns this campaign was heavily criticized. The batteries and
the phone components are potential hazards which cause danger to life.
The Supreme Court of India and The Delhi High Court have banned the import and sales
of OnePlus One phones in India on 16 December 2014. On 21 December 2014 the banned as
been lifted and customized version of Android specially designed by OnePlus One and named
the operating system as OxygenOS has been released in India. On 23 January 2015 OnePlus
products are available in Southeast Asia. On June 2016, OnePlus made the decision to pullout
from the Indonesia market due to the local regulations for importing the 4G Smartphone’s by
restricting the sales of OnePlus 2.

In OnePlus the customer support has received the wide criticism. The company has
increased the number the customer service staff and added local language service also in the year
2017. In the first quarter of 2019, OnePlus will launch 5G mobile phone with the processor 855
Snapdragon. This will be the first phone in a new product line of the company.
VIVO:
Vivo is referred as Vivo Communication Technology Co. Ltd. Vivo is named after the
Esperanto word for “Life”. Vivo is a Chinese technology company owned by BBK electronics
which makes smart phones, accessories, software and online services. Vivo was found at in the
year 2009. Vivo develops software’s for their mobile phones as the Vivo App store. It uses the
Android based operating system called Fun touch OS. In the first quarter of 2015 Vivo joins in
the top 10 Smartphone manufacturers with the global market share of 2.7%. Vivo as the research
and development centers setup in Nanjing and Shenzhen. As of January 2016 the company
employs 1,600 R&D personnel’s.
It began its international expansion in the year 2014. Vivo is operating more than 100
countries around the world. Vivo entered in to the Philippine market in December 2015 with the
Model Y51. It also entered in to the Nepal market on 26 November 2017 with the Models Y53
and Y65. In the year 2017, Vivo entered the Smartphone market in various countries like Russia,
Taiwan, Hong Kong, Srilanka, Cambodia, Laos, Bangladesh, Brunei, Macau and Nepal. In June
2017 it also entered in to Pakistan mobile phone market and currently experiencing rapid growth
in popularity of the country.
In October 2015 Vivo was the little sponsor of the Indian Premier League less than two
years deal which started in 2016. In July 2017, the deal was extended till 2022. Vivo received the
sponsorship deal for FIFA in June 2017, to become the official Smartphone brand of 2018 and
2022 FIFA World Cups. The company also becomes the title sponsor for Pro Kabaddi League.
Vivo also has a sponsorship deal with the U.S National Basketball Association in China. Vivo
also struck a deal with Marvel Studios appearing in Captain America.

Vivo as made several concept phones in which “V” series are the flagship models of the
company. On 20 February 2019 Vivo V15 Pro was launched. This is the first phone in V series
for Vivo; it is a full screen display model without a notch and with Pop-up camera, triple camera
set up at the back. Vivo V15 Pro is powered with Snapdragon 675 OS with packs of 6GB Ram
and 128GB storage, microSD slot with expandable storage up to 256GB. Vivo is the first phone
to feature 32 Megapixels pop-up Selfie camera and Fingerprint Sensor and Face Unlock. The
phone is powered with 3700 mah battery.
SAMSUNG:
In 1938 Lee Byung-chul founded Samsung as a trading company. In the late 1960s Samsung
entered in to the Electronics industry. Samsung as introduced its global activities in mobile
phones and semiconductors in 1990s. Samsung is the 6 th highest global brand value as of 2017.
Samsung Electronics is the world’s largest consumer electronics maker, information technology
company and chip maker which was measured by 2017. Samsung has a major and powerful
influence on South Korea’s economic development, politics, media and culture and its revenue
was equal to 17% of $1.082 billion GDP. Samsung Group comprised 59 unlisted companies and
19 listed companies as of April 2011 which had their primary listing in Korean Stock Exchange.
In 2009 Samsung released its first Android Smartphone and in 2010 again Samsung
launched it first Android Tablet. According to the Smartphone market in the world Samsung is
the major and the biggest player. Samsung is the world’s largest mobile phone maker with the
market share of 25.4% according to the first quarter of 2012.
Samsung recently developed Operating System called TizenOS which is used in

Smartphone’s; it is used as an alternate for its Android based Smartphone’s. Samsung recently
launched Samsung Galaxy A8s mobile phone on December 2018. This phone as the highest
resolution of 2340 pixels and 6:20 inch touch screen display.

REDMI:
Redmi is a sub brand of Xiaomi owned by the Chinese electronics company. It was
introduced as a budgeted Smartphone announced in July 2013. Redmi phones use Xiaomi MIUI
user interface on the top of Android. In 2016 Redmi Pro was first introduced with Dual Camera
and OLED display. In several Asian and European countries Redmi A has been marketed with
significant difference from Xiaomi Smartphone’s with less expensive components and it is more
cost effective in August 2014. Xiaomi Smartphone’s shipment rankings in China with a market
share of 14% which was reported by “The Wall Street Journal” for the first quarter of 2014. This
report has increased the sales of Redmi Smartphone’s as a contributing factor as the gain in
shipment ranking.
In 2013 Redmi phone release was first announced in Xiaomi’s website and began its
consumer sales on 12 July 2013. Again on 4 th August 2014 “The Wall Street Journal” reported
about the Smartphone market of China that Xiaomi overtook Samsung with a 14% market share
during that time, while Samsung holds only 12% market share during the second quarter of the
fiscal year 2014. Xiaomi’s increased shipment rankings in the Smartphone market is because of
the Redmi sales.
In July 2016, Liu Shishi, Wu Xiubo and Liu Haoran became the first ambassadors of
Xiaomi’s Redmi series in China. Xiaomi unveiled Redmi Note 4 on 25 August 2016.Xiaomi
released Redmi 4 as its new budgeted phone on November 2016. Redmi 4 as 720x1280 pixels
display, powered with 1.4 Ghz quad core processor and has 2GB RAM. The Xiaomi Redmi Note
4x based on Snapdragon 625 chipset with Qualcomm processor launch on January 2017. This
was the company’s first major launch in 2017. This device is also known as Redmi 4. But the
original Redmi 4 was not released.
Xiaomi unveiled Redmi 5 and 5 Plus on December 2017. They are the first phones in the
Redmi series with an 18:9 screen ratio. Xiaomi unveiled Redmi Note 5 and 5 Pro on February
2018; this is the first phone from Xiaomi with Face Unlock feature. Xiaomi unveiled Redmi S2
on May 2018 and Redmi 6 and 6A was launched on June 2018. Redmi 6 is the first phone in the

Redmi series similar to IPhone X with 19:9 screen aspect ratios. Redmi Note 6 Pro was unveiled
by Xiaomi on September 2018 is the first phone in the Redmi series with 4 cameras -2 Front & 2
back.
Redmi Note 7 and Redmi Note 7 Pro were unveiled by Xiaomi on 10 January 2019. Redmi
Note 7 and 7 Pro are the first phones in the Redmi series with 48 megapixel rear camera. Redmi
Note 7 Pro was powered by Qualcomm Snapdragon 660 Octa core processor and whereas Redmi
Note 7 Pro with Qualcomm Snapdragon 675 Octa core processor.
iPHONE:
Apple Inc designed and marketed Smartphone’s in the name of iPhone. In all generations of
iPhone Apple uses its own mobile operating system software called as Apple iOS. In 29 June
2007 the first generation iPhone was released and multiple new hardware iterations have also
been released. The user interface is built around multi touch screen device’s which includes
virtual keyboard. To connect to the cellular networks Wi-Fi has been used in iPhone device.
Apple’s App Store was launched in January 2017 contained more than 2.2 million applications.
In iPhone models, Apple has released eleven generations by one of the iOS operating
system. The GSM phone is the first generation iPhone. Apple’s newly introduced Lightning
connector was featured in iPhone 5. Apple released 5S model with improved hardware and
finger print reader and the low cost 5C, with colored plastic castings instead of metal in the year
2013. In the following year iPhone 6S was introduced with featured hardware upgrade and
pressure sensitive touch input.
iPhone 7 and 7 Plus was introduced by Apple in the year 2016 which is water resistant
with improved system and graphics performance. In 7 Plus additionally setup of a new rear dual
camera with new color options. In 2017 iPhone 8 and 8 Plus adding a glass pack with improved
camera and screen. In September 2018, Apple released 3 new iPhones, which are iPhone XS,
iPhone XS Max, iPhone XR. iPhone XS is an upgraded version of the discontinued iPhone X.

iPhone XS Max with biggest display as of 2018 and iPhone XR is a lower end version of iPhone
X.
In the mobile phone industry originally iPhone was described as “revolutionary” and a “game-
changer”. iPhone is one of the Most widely used Smartphone’s in the world which is helping
Apple to become one of the world’s Most valuable traded companies.
MOTO:
Moto is a Motorola Mobility was formed on 4 th January 2011. Motorola is a U.S based
telecommunications and consumer electronics company owned by Lenovo Group Limited which
is a Chinese technology firm. The company mainly manufactures Smartphone and Android
operating system developed by Google. Motorola mainly focus on the entry level Smartphone
market with platform for modular Smartphones with interchangeable components.
Google announced to sell Motorola Mobility to the Chinese electronics firm Lenovo for
$2.91 billion in January 2014. In United States Smartphone market Lenovo disclosed to use
Motorola Mobility as a way to expand. In August 2015, Lenovo existing Smartphone
division was merged in to the Motorola Mobility includes design, development and
manufacturing. As a result of this merge Motorola mobility is the full responsible for
development and production of its own “MOTO” product line and Lenovo’s own “Vibe” ranges.
Motorola Mobility was awarded by Omnicom Media Group In July 2018, its social
media, digital creative. The overlap between Moto and Vibe both brands have different
identities. Moto devices would be positioned as “innovative” and “trendsetting” products and
Vibe devices would be “mass-market challenger brand”. Motorola stated that there would be
overlap between the Vibe and Moto lines in some price points and territories, but that both
brands would have different "identities" and experiences. Moto devices would be positioned as
"innovative" and "trendsetting" products, and Vibe would be a "mass-market challenger brand".

LG:
LG is a South Korean multinational electronics company having its head quarters in South
Korea. It has employed more than 82,000 people working in 119 subsidiaries worldwide. LG
Electronics is a manufacturer of a wide range of Smartphone’s and tablet devices. On 27 th
October 2013 LG officially released the curved Smartphone G Flex. In November 2013 LG has
released it in South Korea and later it did the announcement to release in Europe, rest of Asia
and North America.
LG released its three G series tablets in the year 2014, which each include LG’s Knock
Code feature, allowing unlock devices with a series of taps. The tablets also feature Q Pair which
allows tablets to sync up with a Smartphone, and for phone calls and text messages passed on to
the tablet in real time. In June 2015 LG has released its model G4 globally. In 7 th September
2016 LG released its model V20 and in 31 August 2017 LG released its model V30. LG has
planned to release G7 ThinQ model on 2nd May 2018.

Chapter-4
Data analysis and interpretation
Table 4.1:
Age Group of Respondents
S.no Particular Frequency Percent
1 18-24 year 52 48.1
2 25-33 year 34 31.5
3 34-40 year 19 17.6
4 above 41 year 3 2.8
Total 108 100

Source: Primary data
Interpretation:
The above table represents 48.1% of respondents lie between 18-24 years of age group. 31.5% of
respondent lies between 25-33 years age and 17.6% belong to 34-40 years of age. Only 2.8% lies
above 41 years of age.
Thus to conclude 48% of respondents are between 18-24 years of age.

Chart 4.1:
Age Group of Respondents
Age group
above 41 year
3%
34-40 year
18%
18-24 year
48%
25-33 year
31%

Table 4.2:
Marital Status of Respondents
S.no particular Frequency Percent
1 Married 41 38
2 Unmarried 67 62
Total 108 100
Interpretation:
The above table depicted shows 38% of respondents are married and 62% of respondents are
unmarried.
Thus to conclude 62% of respondents are unmarried.

Chart 4.2:
Marital Status of Respondents
Marital status
Married Unmarried
38%
62%

Table 4.3:
Gender of Respondents
1 Female 42 38.9
2 Male 65 60.2
3 Others 1 0.9
Total 108 100
Interpretation:
The above table depicted shows 38.9% of respondents are female. 60.2% of respondents are
male and nearly 1% of the respondents are transgender.
The Majority of the respondents i.e., 60% of them are male.
Chart 4.3:

Gender of Respondents
Gender
Female Male Others
1%
39%
60%
Table 4.4:

Family type of Respondents
Family
1 Joint 54 50
2 Nuclear 54 50
Total 108 100
Interpretation:
The above table states 50% of respondents belongs to joint family. 50% of respondents are from
Nuclear family.
This table concludes that respondents are equally from joint family and Nuclear family.

Chart 4.4:
Family type of Respondents
Family
Nuclear Joint
50% 50%
Table 4.5:

Education level of Respondents
Education level
1 Elementary school 3 2.8
2 High school 20 18.5

3 Illiterate 5 4.6
4 University degree 80 74.1
Total 108 100
Interpretation:
The above table implies 2.8% of respondents are educated in Elementary school. 18.5% of
respondents are educated in High schools. 4.6% are illiterate. 74.1% of the respondents are
educated with university degree.
To conclude with 74.1% of the respondents are educated with university degree.
Chart 4.5:

Education level of Respondents
Education level
Elementary school
3%
High school
19%
Illiterate
5%
University degree
74%
Table 4.6:

Occupation of Respondents
1 Employee 34 31.5
2 Housewife 4 3.7
3 Others 1 0.9
4 Self-employed 20 18.5
5 Student 49 45.4
Total 108 100

Interpretation:
The above table clearly depicts 31.5% of respondents are employing. 3.7% of respondents are
Housewife. 18.5% of the respondents are self-employed. 45.4% of the respondents are Students.
Nearly 1% of the respondents belong to others category.
This table concludes that 45.4% of the respondents are Students.

Chart 4.6:
Occupation of Respondents
Occupation
Employee
31%
Student
45%
Self-employed
19% Housewife
4%
Others
1%
Table 4.7:

Income level of Respondents
1 20,001-40,000 28 25.9
2 40,001-60,000 7 6.5
3 Above 60,000 3 2.8
4 Below 20,000 36 33.3
5 Dependent 34 31.5
Total 108 100
Interpretation:
This table represents the income level of the respondents. 25.9% of the respondents earns
between 20,001 -40,000. 6.5% of the respondents earns between 40001- 60000. 2.8% of the
respondents earns above 60000. 33.3% of the respondents earns below 20,000. 31.5% of the
respondents are dependent.
From the table we are able to conclude that 33.3% of the respondents earns below 20,000.
Chart 4.7:

Income level of Respondents
Income level
26%
31%
20,001-40,000
40,001-60,000
Above 60,000
Below 20,000
Dependent
6%
3%
33%
Table 4.8:

Number of Mobile phones of Respondents
1 Four or more 4 3.7
2 One 71 65.7
3 Three 12 11.1
4 Two 21 19.4
Total 108 100
Interpretation:
From the above table depicted 3.7% of the respondents own four or more mobile phones. 65.7%
of the respondents own one mobile phone. 11.1% of the respondents have three mobile phones.
19.4% of the respondents have two mobile phones.
From the above table we are able to conclude that 65.7% of the respondents have one mobile
phone.
Chart 4.8:

Number of Mobile phones of Respondents
No of mobile phones
80
70
60
Frequency
50
40
30
20
10
0
Four or more One Three Two
Table 4.9:

Current Mobile phone brands of Respondents
1 iPhone 6 5.6
2 LG 5 4.6
3 Moto 7 6.5
4 OnePlus 5 4.6
5 Others 17 15.7
6 Redmi 18 16.7
7 Samsung 25 23.1
8 Vivo 25 23.1
Total 108 100
Interpretation:
From the above table depicted shows 5.6% of the respondents have iPhone. 4.6% of the
respondents LG. 6.5% of the respondents have Moto. 4.6% of the respondents have OnePlus.
15.7% of the respondents have other mobiles. 16.7% of the respondents Redmi. 23.1% of the
respondents have Samsung. 23.1% of the respondents have Vivo
From the above table we are able to conclude that 23.1% of the respondents have Vivo and
23.1% of the respondents have Samsung.
Chart 4.9:
Current Mobile phone brands of Respondents

Current mobile phone brand

25
20
15
Frequency
10
0
iPhone LG Moto OnePlus Others Redmi Samsung Vivo
Table 4.10:
Number of Mobile phone in the family of Respondents

1 More than three 21 19.4
2 None 6 5.6
3 One 22 20.4
4 Three 20 18.5
5 Two 39 36.1
Total 108 100
Interpretation:
The above table shows 19.4% of the respondents have more than three mobile phones in their
family. 5.6% of the respondents have none other phones apart from the respondents. 20.4% of
the respondents have one phone. 18.5% of the respondents have three mobile phones. 36.1% of
the respondents have two mobiles.
From the above table we are able to conclude that 36.1% of the respondents have two mobile
phones.
Chart 4.10:
Number of Mobile phones in the family of Respondents

Number of Mobile phones in the family
40
35
30
25
Frequency
20
15
10
0
More than three None One Three Two
Table 4.11:
Respondent’s preference to Expensive mobile phones

1 No 32 29.6
2 Yes 76 70.4
Total 108 100
Interpretation:
The above table implies 29.6% of the respondents do not prefer to expensive mobile phones.
70.4% of the respondents prefer to expensive mobile phones.
From the above table we are able to conclude that 70.4% of the respondents prefer to expensive
mobile phones
Chart 4.11:
Respondent’s preference to Expensive mobile phones

Preference to expensive mobile phone
80
70
60
Frequency
50
40
30
20
10
0
No Yes
Table 4.12:
Cost ready to pay for New Mobile phone

1 10,001-20,000 62 57.4
2 20,001-30,000 22 20.4
3 30,001 and above 17 15.7
4 Less than 10,000 7 6.5
Total 108 100
Interpretation:
The above table implies 57.4% of the respondents are ready to pay 10,001-20,000 rupees to
purchase new mobile phones. 20.4% of the respondents are ready to pay 20,001-30,000 rupees to
purchase new mobile phones. 15.7% of the respondents are ready to pay above 30,000 to
purchase new mobile phones. Only 6.5% of the respondents prefer mobile phone less than
10,000 rupees.
From the above table we are able to conclude that 57.4% of the respondents are ready to pay
10,001-20,000 rupees to purchase new mobile phones
Chart 4.12:
Cost ready to pay for New Mobile phone

Cost Ready to pay for New mobile phone
70
60
50
40
Frequency
30
20
10
0
10,001-20,000 20,001-30,000 30,001 and above Less than 10,000
Table 4.13:
Years of usage of Mobile phones of Respondents

1 Less than one year 10 9.3
2 More than three years 25 23.1
3 One year 21 19.4
4 Three years 24 22.2
5 Two years 28 25.9
Total 108 100
Interpretation:
The above table shows 9.3% of the respondents use their mobile phone for less than one year.
23.1% of the respondents use their mobile phone for more than three years. 19.4% of the
respondents use their mobile phone for one year. 22.2% of the respondents use their mobile
phone for three years. 25.9% of the respondents use their mobile phone for two years.
From the above table we are able to conclude that 25.9% of the respondents use their mobile
phones for three years.
Chart 4.13:
Years of usage of Mobile phones of Respondents

Usage of mobile phone
30
25
20
Frequency
15
10
0
Less than one More than three One year Three years Two years
year years
Table 4.14:
Reliability of mobile phone delivered to Respondents
1 No 14 13

2 Yes 94 87
Total 108 100
Interpretation:
The above table implies 13% of the respondents said that the mobile phone delivered to them is
not reliable as assured. 87% of the respondents accept that the mobile phone delivered to them is
not reliable as assured at the time of purchase.
From the above table we are able to conclude that 87% of the respondents bought reliable
product of mobile phone.
Chart 4.14:
Reliability of mobile phone delivered to Respondents

Mobile phone set a reliable product delivering

what had been assured
100
90
80
Frequency
70
60
50
40
30
20
10
0
No Yes
Table 4.15:
Brand as the factor of purchasing decision while buying mobile phones
S.no Particular (Brand name) Frequency Percent
1 Most important 58 53.7

2 Important 29 26.9
3 Neutral 8 7.4
4 Less important 3 2.8
5 Least imporatnt 10 9.3
Total 108 100
Interpretation:
The above table states that 53.7% of the respondents have responded that the brand is Most
important. 26.9% of the respondents have responded that the brand is important. 7.4% of the
respondents have responded neutral. 2.8% of the respondents have responded that the brand is
less important. 9.3% of the respondents have responded that the brand is least important.
From the above table we are able to conclude that 53.7% of the respondents have responded that
the brand is Most important factor of purchasing decision while buying mobile phones.
Chart 4.15:
Brand as the factor of purchasing decision while buying mobile phones

Brand decision
60
50
40
Frequency
30
20
10
0
Most important Important Neutral Less important Least imporatnt
Table 4.16:
Value for Price as the factor of purchasing decision while buying mobile
phones

2 Important 43 39.8
3 Neutral 16 14.8
Total 108 100
Interpretation:
The above table states that 36.1% of the respondents have responded that the value for price is
Most important. 39.8% of the respondents have responded that the value for price is important.
14.8% of the respondents have responded neutral. 5.6% of the respondents have responded that
the value for price is less important. 3.7% of the respondents have responded that the value for
price is least important.
the value for price is Most important factor of purchasing decision while buying mobile phones.
Chart 4.16:

Value for Price as the factor of purchasing decision while buying mobile
phones
Value for price
45
40
35
30
25
Frequency
20
15
10
5
0
Table 4.17:

Operating System as the factor of purchasing decision while buying mobile

phones
Source: Primary
data
Particular Frequency Percent
S.no
2 Important 40 37
3 Neutral 13 12
5 Least important 7 6.5
Total 108 100
Interpretation:
The above table states that 39.8% of the respondents have responded that the Operating system is
Most important. 37% of the respondents have responded that the Operating system is important.
12% of the respondents have responded neutral. 4.6% of the respondents have responded that the
Operating system is less important. 6.5% of the respondents have responded that the Operating
system is least important.
From the above table we are able to conclude that 39.8% of the respondents have responded
that the Operating system is Most important factor of purchasing decision while buying mobile
phones.
Chart 4.17:

Operating System as the factor of purchasing decision while buying mobile

phones
Operating system
45
40
35
30
Frequency
25
20
15
10
5
0
Chart 4.18:

Battery life as the factor of purchasing decision while buying mobile phones
2 Important 38 35.2
3 Neutral 12 11.1
Total 108 100
Interpretation:
The above table states that 42.6% of the respondents have responded that the Battery life is Most
important. 35.2% of the respondents have responded that the Battery life is important. 11.1% of
the respondents have responded neutral. 4.6% of the respondents have responded that the Battery
life is less important. 6.5% of the respondents have responded that the Battery life is least
important.
the Battery life is Most important factor of purchasing decision while buying mobile phones.
Chart 4.18:

Battery life as the factor of purchasing decision while buying mobile phones
Good battery life
50
45
40
35
30
Frequency
25
20
15
10
5
0
Table 4.19:

Physical Appearance as the factor of purchasing decision while buying mobile

phones
2 Important 35 32.4
3 Neutral 22 20.4
Total 108 100
Interpretation:
The above table states that 36.1% of the respondents have responded that the Physical
Appearance is Most important. 32.4% of the respondents have responded that the Physical
Appearance is important. 20.4% of the respondents have responded neutral. 5.6% of the
respondents have responded that the Physical Appearance is less important. 5.6% of the
respondents have responded that the Physical Appearance is least important.
the Physical Appearance is Most important factor of purchasing decision while buying mobile
phones.
Chart 4.19:

Physical Appearance as the factor of purchasing decision while buying mobile

phones
Physical appearence
40
35
30
25
Frequency
20
15
10
0
Table 4.20:

Dual Sim card as the factor of purchasing decision while buying mobile
phones
2 Important 39 36.1
3 Neutral 20 18.5
Total 108 100
Interpretation:
The above table states that 28.7% of the respondents have responded that the Dual Sim card is
Most important. 36.1% of the respondents have responded that the Dual Sim card is important.
the Dual Sim card is less important. 9.3% of the respondents have responded that the Dual Sim
card is least important.
the Dual Sim card is important factor of purchasing decision while buying mobile phones.

Chart 4.20:
Dual Sim card as the factor of purchasing decision while buying mobile
phones
Dual sim card
40
35
30
25
Frequency
20
15
10
0
Table 4.21:

Extendable memory as the factor of purchasing decision while buying mobile

phones
2 Important 33 30.6
3 Neutral 25 23.1
Total 108 100
Interpretation:
The above table states that 32.4% of the respondents have responded that the Extendable
memory is Most important. 30.6% of the respondents have responded that the Extendable
memory is important. 23.1% of the respondents have responded neutral. 5.6% of the respondents
have responded that the Extendable memory is less important. 8.3% of the respondents have
responded that the Extendable memory is least important.
the Extendable memory is Most important factor of purchasing decision while buying mobile
phones.
Chart 4.21:

Extendable memory as the factor of purchasing decision while buying mobile

phones
Extendable memory
35
30
25
20
Frequency
15
10
0
Table 4.22:
User friendly as the factor of purchasing decision while buying mobile phones

2 Important 27 25
3 Neutral 20 18.5
Total 108 100
Interpretation:
The above table states that 46.3% of the respondents have responded that the User friendly is
Most important. 25% of the respondents have responded that the User friendly is important.
the User friendly is less important. 6.5% of the respondents have responded that the User
friendly is least important.
the User friendly is Most important factor of purchasing decision while buying mobile phones.
Chart 4.22:
User friendly as the factor of purchasing decision while buying mobile phones

User friendly
50
45
40
35
30
Frequency
25
20
15
10
5
0
Table 4.23:
Reference as the factor of purchasing decision while buying mobile phones

2 Important 44 40.7
3 Neutral 17 15.7
Total 108 100
Interpretation:
The above table states that 33.3% of the respondents have responded that the Reference is Most
important. 40.7% of the respondents have responded that the Reference is important. 15.7% of
the respondents have responded neutral. 5.6% of the respondents have responded that the
Reference is less important. 4.6% of the respondents have responded that the Reference is least
important.
the Reference is important factor of purchasing decision while buying mobile phones.
Chart 4.23:
Reference as the factor of purchasing decision while buying mobile phones

Reference
45
40
35
30
25
Frequency
20
15
10
5
0
Table 4.24:

Shopkeepers’ Suggestion as the factor of purchasing decision while buying

mobile phones
2 Important 33 30.6
3 Neutral 36 33.3
Total 108 100
Interpretation:
The above table states that 22.2% of the respondents have responded that the Shopkeepers’
suggestion is Most important. 30.6% of the respondents have responded that the Shopkeepers’
suggestion is important. 33.3% of the respondents have responded neutral. 7.4% of the
respondents have responded that the Shopkeepers’ suggestion is less important. 6.5% of the
respondents have responded that the Shopkeepers’ suggestion is least important.
neutral and 30.6% of the respondents have responded that the Shopkeepers’ suggestion is
important factor of purchasing decision while buying mobile phones.
Chart 4.24:

Shopkeepers’ Suggestion as the factor of purchasing decision while buying

mobile phones
Shopkeepers suggestions
40
35
30
25
Frequency
20
15
10
0
Table 4.25:

Quality of the Mobile handset meets the design standard
1 No 10 9.3
2 Yes 98 90.7
Total 108 100
Interpretation:
The above table implies that 9.3% of the respondents have responded that the quality of the
mobile handset doesn’t meet the design standard. 90.7% of the respondents have responded that
the quality of the mobile handset meet the design standard.
the quality of the mobile handset meets the design standard

Chart 4.25:
Quality of the Mobile handset meets the design standard
Quality of the Mobile handset meets the design

standard
100
90
80
70
Frequency
60
50
40
30
20
10
0
No Yes
Table 4.26:
Earlier experience of respondents with the current mobile phone
1 Dissatisfied 2 1.9
2 Highly dissatisfied 14 13
3 Highly satisfied 27 25
4 Neither satisfied nor dissatisfied 33 30.6
5 Satisfied 32 29.6
Total 108 100
Interpretation:
The above table states 1.9% of the respondents said that they are dissatisfied with the earlier
mobile phone experience. 13% of the respondents said that they are highly dissatisfied with the
earlier mobile phone experience. 25% of the respondents said that they are highly satisfied with
the earlier mobile phone experience. 30.6% of the respondents have responded neutral. 29.6% of
the respondents have responded that they are satisfied with the earlier mobile phone experience.
neutral to the earlier mobile phone experience.
Chart 4.26:
Earlier experience of respondents with the current mobile phone
Earlier experience with the current mobile

phone
35
30
25
20
15
10
5
Frequency
ed
ed
sfi
d
sfie
sfi
sfie
Sati
sati
ed
sati
ati
sfi
Dis
iss
hly
ati
ly d
Hig
iss
h
d
Hig
or n
ed
sfi
sati
er
ith
Ne
Table 4.27:
Brand name as the Reason for changing the current mobile phone brand

3 Neutral 13 12
4 Important 5 4.6
Total 108 100
Interpretation:
The above table shows with respect to the reason for changing the current mobile phone brand,
26.9% of the respondents have responded that the brand name is least important. 17.6% of the
respondents have responded that the brand name is less important. 12% of the respondents have
responded neutral. 4.6% of the respondents have responded that the brand name is important.
38.9% of the respondents have responded that the brand name is Most important.
the brand name is Most important reason for changing the current mobile phone brand.
Chart 4.27:

Brand name as the Reason for changing the current mobile phone brand
Brand name
45
40
35
30
25
Frequency
20
15
10
5
0
Least important Less important Neutral Important Most important
Table 4.28:
Value for price as the Reason for changing the current mobile phone brand

3 Neutral 32 29.6
4 Important 22 20.4
5 Most important 13 12
Total 108 100
Interpretation:
14.8% of the respondents have responded that the Value for price is least important. 23.1% of the
respondents have responded that the Value for price is less important. 29.6% of the respondents
have responded neutral. 20.4% of the respondents have responded that the Value for price is
important. 12% of the respondents have responded that the Value for price is Most important.
neutral and 23.1% of the respondents have responded that the Value for price is less important
reason for changing the current mobile phone brand.
Chart 4.28:

Value for price as the Reason for changing the current mobile phone brand
No value for price
35
30
25
20
Frequency
15
10
0
Table 4.29:
Reference as the Reason for changing the current mobile phone brand

3 Neutral 22 20.4
4 Important 32 29.6
Total 108 100
Interpretation:
13.9% of the respondents have responded that the Reference is least important. 26.9% of the
respondents have responded that the Reference is less important. 20.4% of the respondents have
responded neutral. 29.6% of the respondents have responded that the Reference is important.
9.3% of the respondents have responded that the Reference is Most important.
the Reference is important reason for changing the current mobile phone brand.
Chart 4.29:

Reference as the Reason for changing the current mobile phone brand
Reference
35
30
25
20
Frequency
15
10
0
Table 4.30:
Shopkeeper’s suggestion as the Reason for changing the current mobile

phone brand
3 Neutral 25 23.1
4 Important 27 25
Total 108 100
Interpretation:
13.9% of the respondents have responded that the shopkeeper’s suggestion is least important.
22.2% of the respondents have responded that the shopkeeper’s suggestion is less important.
23.1% of the respondents have responded neutral. 25% of the respondents have responded that
the shopkeeper’s suggestion is important. 15.7% of the respondents have responded that the
shopkeeper’s suggestion is Most important.
From the above table we are able to conclude that 25% of the respondents have responded that
the shopkeeper’s suggestion is important reason for changing the current mobile phone brand.
Chart 4.30:

Shopkeeper’s suggestion as the Reason for changing the current mobile phone
brand
Shopkeepers suggestions
30
25
20
Frequency
15
10
0
Chart 4.31:
Poor Features as the Reason for changing the current mobile phone brand

1 Least important 14 13
3 Neutral 29 26.9
4 Important 22 20.4
Total 108 100
Interpretation:
13% of the respondents have responded that the poor feature is least important. 15.7% of the
respondents have responded that the poor feature is less important. 26.9% of the respondents
have responded neutral. 20.4% of the respondents have responded that the poor feature is
important. 24.1% of the respondents have responded that the poor feature is Most important.
neutral to reason for changing the current mobile phone brand.
Chart 4.31:

Poor Features as the Reason for changing the current mobile phone brand
Poor features
30
25
20
Frequency
15
10
0
Table 4.32:
Battery problem as the Reason for changing the current mobile phone brand

3 Neutral 26 24.1
4 Important 23 21.3
Total 108 100
Interpretation:
11.1% of the respondents have responded that the battery problem is least important. 19.4% of
the respondents have responded that the battery problem is less important. 24.1% of the
respondents have responded neutral. 21.3% of the respondents have responded that the battery
problem is important. 24.1% of the respondents have responded that the battery problem is Most
important.
neutral to the reason for changing the current mobile phone brand. 24.1% of the respondents
have responded that the battery problem is Most important reason for changing the current
mobile phone brand.

Chart 4.32:
Battery problem as the Reason for changing the current mobile phone brand
Battery problem
30
25
20
Frequency
15
10
0

Table 4.33:
Physical Appearance as the Reason for changing the current mobile phone
brand
3 Neutral 25 23.1
4 Important 23 21.3
5 Most important 27 25
Total 108 100
Interpretation:
11.1% of the respondents have responded that the physical appearance is least important. 19.4%
of the respondents have responded that the physical appearance is less important. 23.1% of the
respondents have responded neutral. 21.3% of the respondents have responded that the physical
appearance is important. 25% of the respondents have responded that the physical appearance is
Most important.
the physical appearance is Most important reason for changing the current mobile phone brand.

Chart 4.33:
Physical Appearance as the Reason for changing the current mobile phone
brand
Physical Appearance
30
25
20
Frequency
15
10
0

Table 4.34:
No extendable memory as the Reason for changing the current mobile phone
brand
S.no Particulars Frequency Percent
3 Neutral 34 31.5
4 Important 24 22.2
Total 108 100
Interpretation:
13% of the respondents have responded that the no extendable memory is least important. 17.6%
of the respondents have responded that the no extendable memory is less important. 31.5% of the
respondents have responded neutral. 22.2% of the respondents have responded that the no
extendable memory is important. 15.7% of the respondents have responded that the no
extendable memory is Most important.
neutral to reason for changing the current mobile phone brand. 22.2% of the respondents have
responded that the no extendable memory is important reason for changing the current mobile
phone brand.

Chart 4.34:
No extendable memory as the Reason for changing the current mobile phone
brand
No extendable memory
35
30
25
20
Frequency
15
10
0

Table 4.35:
Not user friendly as the Reason for changing the current mobile phone brand
3 Neutral 26 24.1
4 Important 23 21.3
Total 108 100
Interpretation:
13.9% of the respondents have responded that not user friendly is least important. 19.4% of the
respondents have responded that not user friendly is less important. 24.1% of the respondents
have responded neutral. 21.3% of the respondents have responded that not user friendly is
important. 21.3% of the respondents have responded that not user friendly is Most important.
neutral to the reason for changing the current mobile phone brand.

Chart 4.35:
Not user friendly as the Reason for changing the current mobile phone brand
Not user friendly
30
25
20
Frequency
15
10
0

Table 4.36:
No dual sim card as the Reason for changing the current mobile phone brand
3 Neutral 30 27.8
4 Important 19 17.6
Total 108 100
Interpretation:
10.2% of the respondents have responded that no dual sim card is least important. 23.1% of the
respondents have responded that no dual sim card is less important. 27.8% of the respondents
have responded neutral. 17.6% of the respondents have responded that no dual sim card is
important. 21.3% of the respondents have responded that no dual sim card is Most important.
neutral to the reason for changing the current mobile phone brand.

Chart 4.36:
No dual sim card as the Reason for changing the current mobile phone brand
No dual sim card
30
25
20
Frequency
15
10
0

Table 4.37:
4G Service as the Reason for changing the current mobile phone brand
3 Neutral 21 19.4
4 Important 17 15.7
Total 108 100
Interpretation:
16.7% of the respondents have responded that 4G service is least important. 15.7% of the
respondents have responded that 4G service is less important. 19.4% of the respondents have
responded neutral. 15.7% of the respondents have responded that 4G service is important. 32.4%
of the respondents have responded that 4G service is Most important.
4G service is Most important reason for changing the current mobile phone brand.

Chart 4.37:
4G Service as the Reason for changing the current mobile phone brand
For 4G service
35
30
25
20
Frequency
15
10
0

Table 4.38:
Operating System as the Reason for changing the current mobile phone brand
3 Neutral 24 22.2
4 Important 27 25
Total 108 100
Interpretation:
13.9% of the respondents have responded that operating system is least important. 18.5% of the
respondents have responded that operating system is less important. 22.2% of the respondents
have responded neutral. 25% of the respondents have responded that operating system is
important. 20.4% of the respondents have responded that operating system is Most important.
operating system is important reason for changing the current mobile phone brand.
100 | P a g e Sri Krishna Adithya College Of Arts &

Science
Chart 4.38:
Operating System as the Reason for changing the current mobile phone brand
Operating system
30
25
20
Frequency
15
10
0

Science
Table 4.39:
Small display screen as the Reason for changing the current mobile phone
brand
3 Neutral 26 24.1
4 Important 14 13
Total 108 100
Interpretation:
15.7% of the respondents have responded that small display screen is least important. 16.7% of
the respondents have responded that small display screen is less important. 24.1% of the
respondents have responded neutral. 13% of the respondents have responded that small display
screen is important. 30.6% of the respondents have responded that small display screen is Most
important.
small display screen is Most important reason for changing the current mobile phone brand.

Science
Chart 4.39:
Small display screen as the Reason for changing the current mobile phone
brand
Small display screen
35
30
25
20
Frequency
15
10
0

Science
Table 4.40:
Respondents recommend their present brand to anyone
1 No 18 16.7
2 Yes 90 83.3
Total 108 100
Interpretation:
The above table shows 16.7% of the respondents do not recommend their present mobile phone
brand to anyone. 83.3% of the respondents recommend their present mobile phone brand to
anyone.
From the above table we are able to conclude that 83.3% of the respondents recommend their
present mobile phone brand to anyone.

Science
Chart 4.40:
Respondents recommend their present brand to anyone
Recommend your present brand to anyone
90
80
70
Frequency
60
50
40
30
20
10
0
No Yes

Science
Table 4.41:
Performance of current mobile phone of respondents
1 No 15 13.9
2 Yes 93 86.1
Total 108 100
Interpretation:
The above table shows 13.9% of the respondents said that the performance of their current
mobile phone is not as per the expectation. 86.1% of the respondents said that the performance of
their current mobile phone is as per the expectation.
From the above table we are able to conclude that 86.1% of the respondents said that the
performance of their current mobile phone is as per the expectation.

Science
Chart 4.41:
Performance of current mobile phone of respondents
Performance of your mobile phone
100
90
80
70
Frequency
60
50
40
30
20
10
0
No Yes

Science
Table 4.42:
High Definition Camera as the Expected feature of new mobile phone
2 Less important 13 12
3 Neutral 9 8.3
4 Important 12 11.1
Total 108 100
Interpretation:
The above table shows with respect to expected feature of new mobile phone, 21.3% of the
respondents stated that High definition camera is least important. 12% of the respondents stated

Science
that high definition camera is less important. 8.3% of the respondents have responded neutral.
11.1% of the respondents stated that high definition camera is important. 47.2% of the
respondents stated that high definition camera is Most important.
From the above table we are able to conclude that 47.2% of the respondents stated that high
definition camera is a Most important feature expected in new mobile phone.
Chart 4.42:
High Definition Camera as the Expected feature of new mobile phone

Science
High Definition camera
60
50
40
Frequency
30
20
10
0
Table 4.43:
Bluetooth as the Expected feature of new mobile phone

Science
2 Less important 27 25
3 Neutral 33 30.6
4 Important 19 17.6
Total 108 100
Interpretation:
respondents stated that Bluetooth is least important. 25% of the respondents stated that Bluetooth
is less important. 30.6% of the respondents have responded neutral. 17.6% of the respondents
stated that Bluetooth is important. 10.2% of the respondents stated that Bluetooth is Most
important.
neutral to the feature expected in new mobile phone.
Chart 4.43:

Science
Bluetooth as the Expected feature of new mobile phone
Bluetooth
35
30
25
20
Frequency
15
10
0
Table 4.44:
Wi-Fi as the Expected feature of new mobile phone

Science
3 Neutral 39 36.1
4 Important 18 16.7
Source:
Primary
data
Total 108 100
Interpretation:
respondents stated that Wi-Fi is least important. 11.1% of the respondents stated that Wi-Fi is
less important. 36.1% of the respondents have responded neutral. 16.7% of the respondents
stated that Wi-Fi is important. 16.7% of the respondents stated that Wi-Fi is Most important.
Chart 4.44:
Wi-Fi as the Expected feature of new mobile phone

Science
Wi-Fi
40
35
30
25
Frequency
20
15
10
0
Table 4.45:
GPS/GPRS as the Expected feature of new mobile phone
3 Neutral 20 18.5
4 Important 37 34.3

Science
Total 108 100
Interpretation:
respondents stated that GPS/GPRS is least important. 15.7% of the respondents stated that
GPS/GPRS is less important. 18.5% of the respondents have responded neutral. 34.3% of the
respondents stated that GPS/GPRS is important. 16.7% of the respondents stated that GPS/GPRS
is Most important.
From the above table we are able to conclude that 34.3% of the respondents stated that
GPS/GPRS is important feature expected in new mobile phone.
Chart 4.45:
GPS/GPRS as the Expected feature of new mobile phone

Science
GPS/GPRS
40
35
30
25
Frequency
20
15
10
0
Table 4.46:
Document Editor as the Expected feature of new mobile phone

Science
3 Neutral 19 17.6
4 Important 28 25.9
Total 108 100
Interpretation:
respondents stated that document editor is least important. 16.7% of the respondents stated that
document editor is less important. 17.6% of the respondents have responded neutral. 25.9% of
the respondents stated that document editor is important. 22.2% of the respondents stated that
document editor is Most important.
From the above table we are able to conclude that 25.9% of the respondents stated that document
editor is an important feature expected in new mobile phone.
Chart 4.46:
Document Editor as the Expected feature of new mobile phone

Science
Document editor
30
25
20
Frequency
15
10
0
Table 4.47:
Security option as the Expected feature of new mobile phone
3 Neutral 24 22.2
4 Important 21 19.4

Science
Total 108 100
Interpretation:
respondents stated that security option is least important. 14.8% of the respondents stated that
security option is less important. 22.2% of the respondents have responded neutral. 19.4% of the
respondents stated that security option is important. 33.3% of the respondents stated that security
option is Most important.
From the above table we are able to conclude that 33.3% of the respondents stated that security
option is a Most important feature expected in new mobile phone.
Chart 4.47:
Security option as the Expected feature of new mobile phone

Science
Security option
40
35
30
25
Frequency
20
15
10
0
Table 4.48:
Games as the Expected feature of new mobile phone

Science
3 Neutral 19 17.6
4 Important 31 28.7
Total 108 100
Interpretation:
The above table shows with respect to expected feature of new mobile phone, 10.2% of
the respondents stated that games are least important. 22.2% of the respondents stated that games
are less important. 17.6% of the respondents have responded neutral. 28.7% of the respondents
stated that games are important. 21.3% of the respondents stated that games are Most important.
From the above table we are able to conclude that 28.7% of the respondents stated that games are
an important feature expected in new mobile phone.
Chart 4.48:
Games as the Expected feature of new mobile phone

Science
Games
35
30
25
20
Frequency
15
10
0
Table 4.49:
Dictionary and spell check as the Expected feature of new mobile phone

Science
3 Neutral 27 25
4 Important 22 20.4
Source:
Primary data
Total 108 100
Interpretation:
The above table shows with respect to expected feature of new mobile phone, 13% of the
respondents stated that dictionary and spell check is least important. 18.5% of the respondents
stated that dictionary and spell check is less important. 25% of the respondents have responded
neutral. 20.4% of the respondents stated that dictionary and spell check is important. 23.1% of
the respondents stated that dictionary and spell check is Most important.
From the above table we are able to conclude that 25% of the respondents have responded
Chart 4.49:
Dictionary and spell check as the Expected feature of new mobile phone

Science
Dictionary and spell check
30
25
20
Frequency
15
10
0
Table 4.50:
3 Neutral 17 15.7
4 Important 21 19.4
Total 108 100
Keypad as the Expected feature of new mobile phone

Science
Interpretation:
respondents stated that keypad is least important. 16.7% of the respondents stated that keypad is
stated that keypad is important. 32.4% of the respondents stated that keypad is Most important.
From the above table we are able to conclude that 32.4% of the respondents stated that keypad is
Most important feature expected in new mobile phone.
Chart 4.50:
Keypad as the Expected feature of new mobile phone

Science
Keypad
35
30
25
20
Frequency
15
10
0
Table 4.51:
Speaker as the Expected feature of new mobile phone

Science
3 Neutral 12 11.1
4 Important 31 28.7
Total 108 100
Interpretation:
respondents stated that speaker is least important. 13.9% of the respondents stated that speaker is
stated that speaker is important. 32.4% of the respondents stated that speaker is Most important.

Science
From the above table we are able to conclude that 32.4% of the respondents stated that speaker is
a Most important feature expected in new mobile phone.
Chart 4.51:
Speaker as the Expected feature of new mobile phone
Speaker
35
30
25
20
Frequency
15
10
0

Science
Table 4.52:
Other facilities as the Expected feature of new mobile phone
3 Neutral 18 16.7
4 Important 15 13.9
Total 108 100
Interpretation:
respondents stated that other facilities are least important. 26.9% of the respondents stated that
other facilities are less important. 16.7% of the respondents have responded neutral. 13.9% of the
respondents stated that other facilities are important. 21.3% of the respondents stated that other
facilities are Most important.

Science
From the above table we are able to conclude that 26.9% of the respondents stated that other
facilities are less important feature expected in new mobile phone.
Chart 4.52:
Other facilities as the Expected feature of new mobile phone

Science
Other facilities
30
25
20
Frequency
15
10
0
Table 4.53:
Most wanted brand of Respondents
S.no Particular Frequency Percent Rank

1 Vivo 27 25 1
2 Redmi 24 22.2 2

Science
3 iPhone 18 16.7 3
4 Samsung 14 13 4
5 OnePlus 11 10.2 5
6 Others 10 9.3 6
7 Moto 3 2.8 7
8 LG 1 0.9 8
Total 108 100
Interpretation:
The above depicted table shows 16.7% of the respondents prefer iPhone. 0.9% of the
respondents prefer LG. 2.8% of the respondents prefer Moto. 10.2% of the respondents prefer
OnePlus. 9.3% of the respondents prefer other brands. 22.2% of the respondents prefer Redmi.
13% of the respondents prefer Samsung. 25% of the respondents prefer Vivo.
From the above table we are able to conclude that 25% of the respondents prefer Vivo. So Vivo
is the Most wanted brand in mobile phone
In ranking method Vivo, Redmi and iPhone have ranked first three positions respectively.
Chart 4.53:
Most wanted brand of Respondents

Science
Most wanted brand

30
25
20
15
10
0
iPhone LG Moto OnePlus Others Redmi Samsung Vivo
Series1
Table 4.54:
Mobile phone service with ease and faster speed
1 Dissatisfied 4 3.7
2 Highly dissatisfied 6 5.6

Science
3 Highly satisfied 31 28.7
4 Neither satisfied or dissatisfied 12 11.1
5 Satisfied 55 50.9
Total 108 100
Interpretation:
The above table clearly states 3.7% of the respondents are dissatisfied with the mobile phone
service. 5.6% of the respondents are highly dissatisfied with the mobile phone service. 28.7% of
the respondents are highly satisfied with the mobile phone service. 11.1% of the respondents are
neither satisfied nor dissatisfied with the mobile phone service. 50.9% of the respondents are
satisfied with the mobile phone service.
From the above table we are able to conclude that 50.9% of the respondents are satisfied with the
mobile phone service with ease and faster speed.
Chart 4.54:
Mobile phone service with ease and faster speed

Science
Mobile phone can be service with easy and

faster
60
50
40
30
20
10
0
Frequency
d
sfie
d
sfie
Sati
sfie
d
sati
sfie
sati
Dis
sati
ed
hly
dis
tisfi
Hig
h ly
issa
Hig
d
or
ed
tisfi
r sa
the
Nei
Table 4.55:
No difference between seeming quality and the actual quality of the mobile
phone

Science
1 No 19 17.6
2 Yes 89 82.4
Total 108 100
Interpretation:
The above table clearly states 17.6% of the respondents said there are no difference between
seeming quality and actual quality of the mobile phone. 82.4% of the respondents said there are
difference between seeming quality and actual quality of the mobile phone.
From the above table we are able to conclude that 82.4% of the respondents said there are
difference between seeming quality and actual quality of the mobile phone.
Chart 4.55:
No difference between seeming quality and the actual quality of the mobile
phone

Science
No diference
90
80
70
60
Frequency
50
40
30
20
10
0
No Yes
Table 4.56:
Aesthetic of the mobile phone product is the best

Science
1 No 18 16.7
2 Yes 90 83.3
Total 108 100
Interpretation:
The above table clearly states 16.7% of the respondents stated aesthetic of the current mobile
phone is not the best. 83.3% of the respondents stated aesthetic of the current mobile phone is the
best.
From the above table we are able to conclude that 83.3% of the respondents stated aesthetic of
the current mobile phone is the best.
Chart 4.56:
Aesthetic of the mobile phone product is the best

Science
Aesthetic
90
80
70
60
Frequency
50
40
30
20
10
0
No Yes
Analysis using simple percent, weighted percent and rank:
Based on the earlier experience with your current mobile phone, state the level of
satisfaction

Science
S.no Particular Frequency Percent Weighted percent Rank

1 Satisfied 55 50.9 40.72 1
2 Highly satisfied 31 28.7 28.7 2
Neither satisfied or
3 12 11.1
dissatisfied
6.66 3
4 Dissatisfied 4 3.7 1.48 4
5 Highly dissatisfied 6 5.6

1.12 5
Total 108 100
Interpretation:
Based on the earlier experience with your current mobile phone, the satisfied and highly satisfied
ranked 1 and 2 respectively.
Your mobile phone can be service with easy and speed
S.no Particular Frequency Percent Weighted percent Rank

1 Highly satisfied 27 25 25 1
2 Satisfied 32 29.6 23.68 2

Science
Neither satisfied nor

3 33 30.6
dissatisfied
18.36 3
4 Highly dissatisfied 14 13
2.6 4
5 Dissatisfied 2 1.9 0.76 5
Total 108 100
Interpretation:
Based on the mobile phone service with easy and speed, the satisfied and highly satisfied ranked 1
and 2 respectively.
Chapter-5
Finding & suggestion
5.1 Findings:

Science
 Most (48%) of the respondents are between 18-24 years of age.

 Majority (62%) of the respondents are unmarried.
 Majority of the respondents i.e., 60% of them are male.
 The respondents are equally from joint family and Nuclear family.
 Majority (74.1%) of the respondents are educated with university degree.
 Most (45.4%) of the respondents are Students.
 Most 33.3% of the respondents earns below 20,000.
 Majority (65.7%) of the respondents have one mobile phone.
 Most (23.1%) of the respondents have Vivo and (23.1%) of the respondents have
Samsung.
 Most (36.1%) of the respondents have two mobile phones in their family.
 Majority (70.4%) of the respondents prefer to buy expensive mobile phones
 Majority (57.4%) of the respondents are ready to pay 10,001-20,000 rupees to purchase
new mobile phones
 Most (25.9%) of the respondents use their mobile phones for three years.
 Majority (87%) of the respondents bought reliable product of mobile phone.
 Majority (53.7%) of the respondents have responded that the brand is most important
factor of purchasing decision while buying mobile phones.
 Most (36.1%) of the respondents have responded that the value for price is most
 Most (39.8%) of the respondents have responded that the Operating system is most
 Most (42.6%) of the respondents has responded that the Battery life is most important
 Most (36.1%) of the respondents have responded that the Physical Appearance is most
 Most (36.1%) of the respondents have responded that the Dual Sim card is important
 Most (32.4%) of the respondents have responded that the Extendable memory is most

Science
 Most (46.3%) of the respondents have responded that the User friendly is most
 Most (40.7%) of the respondents have responded that the Reference is an important
 Most (33.3%) of the respondents have responded neutral and 30.6% of the respondents
have responded that the Shopkeepers’ suggestion is important factor of purchasing
decision while buying mobile phones.
 The Majority (90.7%) of the respondents have responded that the quality of the mobile
handset meets the design standard
 Most (30.6%) of the respondents have responded neutral to the earlier mobile phone
experience.
 Most (38.9%) of the respondents have responded that the brand name is most important
 Most (29.6%) of the respondents have responded neutral and 23.1% of the respondents
have responded that the Value for price is less important reason for changing the
current mobile phone brand.
 Most (29.6%) of the respondents have responded that the Reference is important reason
for changing the current mobile phone brand.
 Most (25%) of the respondents have responded that the shopkeeper’s suggestion is
important reason for changing the current mobile phone brand.
 Most (26.9%) of the respondents have responded neutral to reason for changing the
 Most (24.1%) of the respondents have responded neutral to the reason for changing the
current mobile phone brand. most (24.1%) of the respondents have responded that the
battery problem is most important reason for changing the current mobile phone brand.
 Most (25%) of the respondents have responded that the physical appearance is most
 Most (31.5%) of the respondents have responded neutral to reason for changing the
current mobile phone brand. most (22.2%) of the respondents have responded that the
no extendable memory is important reason for changing the current mobile phone
brand.
Science
 Most (32.4%) of the respondents have responded that 4G service is most important
 Most (25%) of the respondents have responded that operating system is important
 Most (30.6%) of the respondents have responded that small display screen is most
 Majority (83.3%) of the respondents recommend their present mobile phone brand to
anyone.
 Majority (86.1%) of the respondents said that the performance of their current mobile
phone is as per the expectation.
 Most (47.2%) of the respondents stated that high definition camera is a most important
feature expected in new mobile phone.
 Most (30.6%) of the respondents have responded neutral to the feature expected in new
mobile phone.
 Most (36.1%) of the respondents have responded neutral to the feature expected in new
mobile phone.
 Most (34.3%) of the respondents stated that GPS/GPRS is important feature expected
in new mobile phone.
 Most (25.9%) of the respondents stated that document editor is an important feature
expected in new mobile phone.
 Most (33.3%) of the respondents stated that security option is a most important feature
 Most (28.7%) of the respondents stated that games are an important feature expected in
new mobile phone.
 Most (25%) of the respondents have responded neutral to the feature expected in new
mobile phone.

Science
 Most (32.4%) of the respondents stated that keypad is most important feature expected
in new mobile phone.
 Most (32.4%) of the respondents stated that speaker is a most important feature
 Most (26.9%) of the respondents stated that other facilities are less important feature
 Most (25%) of the respondents prefer Vivo. So Vivo is the most wanted brand in
mobile phone. In ranking method Vivo, Redmi and iPhone have ranked first three
positions respectively.
 Most (50.9%) of the respondents are satisfied with the mobile phone service with ease
and faster speed.
 Majority (82.4%) of the respondents said there are difference between seeming quality
and actual quality of the mobile phone.
 Majority (83.3%) of the respondents stated aesthetic of the current mobile phone is the
best.
5.2 Suggestion:
 Moto should focus on providing better battery life for their mobile phones.
 Most of the Indian (middle class) people’s expecting low cost with normal high
specification on feature mobile phones and they are ready to buy this type of
models. Best example mobile is Redmi model’s, they have been given Most feature
on past mobiles with affordable cost that’s secret of well-developed in market
shortly.
 Mobile phone is important for the life.
 Now a day’s mobile phones are needed thing.
 iPhone brand is a trusted brand by the customers.
 Redmi was good as compared to other brand in mobile phones.
5.4 Conclusion:

Science
From the literally research, the researcher found that the mobile phone has wide market
among youngsters, students and professionals. On the other hand from statistical research of
survey in the study on brand preference of mobile phones, the researcher found that people are
fond of latest technology, physical appearance and features. Thus these are the factors that build
the brand name of the mobile products. The top preferred brands by the respondents are Vivo
and Redmi. The mobile companies have to maintain the quality of these factors while
manufacturing on the long period in order to keep good-hold of the brand image.

Science
Bibliography:
 www.media solutions.com
 www.bizfluent.com
 https://en.m.wikipedia.org/wiki/OnePlus
 https://en.m.wikipedia.org/wiki/Vivo
 https://en.m.wikipedia.org/wiki/Samsung
 https://en.m.wikipedia.org/wiki/Redmi
 https://en.m.wikipedia.org/wiki/iPhone
 https://en.m.wikipedia.org/wiki/Motorola
 https://en.m.wikipedia.org/wiki/iPhone
 https://gadgets .ndtv.com/mobiles/lg-phones
 https://gadgets .ndtv.com/mobiles/Lenovo-phones
 https://www.digit.in /oppo-mobile-phones
 www.lava mobiles.com
 uir.unisa.ac.za
 An Emphirical Study of Brand Preference for Mobile phones, Ms. Deepa Ingavale, Dr. A.
 https://sodhgangotri.inflibnet.ac.in , Repository of Indian Research Institute
 Referred in Anna University.

Science

1.1 Definition:: Chapter-1

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

1.1 Definition:: Chapter-1

Uploaded by

Copyright:

Available Formats

A Study On Brand Preference Of Mobile Phones 2019

1.2 Brand Building:

1.3 Brand development strategy:

1|Page Sri Krishna Adithya College Of Arts & Science

1.4 Important of branding:

1.5 Advantages of branding:

2) Creating awareness and loyalty:

1.6 Disadvantages of branding:

The major disadvantage of branding is expensive. Brand designing involves research,

2|Page Sri Krishna Adithya College Of Arts & Science

1.7 Brand preference

3|Page Sri Krishna Adithya College Of Arts & Science

1.9 Scope of the study:

4|Page Sri Krishna Adithya College Of Arts & Science

1.10 Pilot study:

1.11 Research methodology:

5|Page Sri Krishna Adithya College Of Arts & Science

1.12 Data collection:

1.13 Sample design:

1.14 Sample size:

The sample size of research is 108.

1.15 Tools used:

 Simple percentage method:

6|Page Sri Krishna Adithya College Of Arts & Science

 Weighted percentage method:

1.16 Area of study:

1.17 Chapter scheme:

Chapter 1: Introduction of the study

Chapter 2: A review of literature

Chapter 3: Company profile

A detail view of branding strategy of different mobile companies is discussed in this

Chapter 4: Data analysis and interpretation

7|Page Sri Krishna Adithya College Of Arts & Science

Chapter 5: Finding and suggestion

8|Page Sri Krishna Adithya College Of Arts & Science

1. Chu-Mei Liu (2002) [1]

2. Macro Analysis and consumer Research Organization (2004) [2], studied on

3. Sriram, Chintagunta and Neelamegham (2004)[3], says various factor are

1) https://sodhgangotri.inflibnet.ac.in, Repository of Indian Research Institute.

9|Page Sri Krishna Adithya College Of Arts & Science

4. Ayanwale, Alimi and Ayanbimipe (2005) [4]

5. Heikki Karjaluoto, Jari Karvonen et al (2005) [5], suggested Mobile phone is a

6. DelVeccio, Henard, Freling (2006) [6]

10 | P a g e Sri Krishna Adithya College Of Arts & Science

8) Ramakrishnan Venkatesakumar, D. Ramkumar and P. Tillai Rajan

9) Shibashish, Chakraborty and Kalyan Sengupta (2008) [9]

11 | P a g e Sri Krishna Adithya College Of Arts & Science

12) Hans Kasper, Josee Bloemer, Paul H. Driessen (2010) [12]

13) Paulo, Duarte and Mario (2010) [13]

11) https://sodhgangotri.inflibnet.ac.in , Repository of Indian Research Institute

12 | P a g e Sri Krishna Adithya College Of Arts & Science

13 | P a g e Sri Krishna Adithya College Of Arts & Science

20) Marumbwa and Thakur (2013) [20]

17) https://sodhgangotri.inflibnet.ac.in, Repository of Indian Research Institute.

14 | P a g e Sri Krishna Adithya College Of Arts & Science

21) Das Sata (2013) [21]

22) Chowdhury & Rahman (2013) [22]

24)Perreault, Cannon and McCarthy (2014) [24]

15 | P a g e Sri Krishna Adithya College Of Arts & Science

25) Referred in Anna University.

16 | P a g e Sri Krishna Adithya College Of Arts & Science

1. https://sodhgangotri.inflibnet.ac.in, Repository of Indian Research Institute.

17 | P a g e Sri Krishna Adithya College Of Arts & Science