A STUDY ON BRAND PREFERENCE FOR PURCHASE OF

MOBILE PHONES AMONG THE PUBLIC IN CHENNAI

A Project Report
to be submitted to the University of Madras in partial fulfillment
of the requirements for the award of the degree of

BACHELOR OF COMMERCE COMPUTER APPLICATIONS

By
SANTHOSH KUMAR P. K.
Roll No 1813281040049
Under the Supervision of
MR. R. BHARATH
Assistant Professor
Department of Commerce Computer Applications
Ramakrishna Mission Vivekananda College
(Evening) Autonomous, Mylapore,
Chennai 600 004.

RAMAKRISHNA MISSION VIVEKANANDA COLLEGE

EVENING COLLEGE, (AUTONOMOUS), MYLAPORE,
CHENNAI 600 004.

APRIL – 2021
 BONAFIDE CERTIFICATE

This is to certify that the project report entitled "A STUDY ON BRAND
PREFERENCE FOR PURCHASE OF MOBILE PHONES AMONG THE
PUBLIC IN CHENNAI" submitted to the UNIVERSITY OF MADRAS, CHENNAI
600 005, for the award of the Degree of Bachelor of Commerce Computer
Applications is a record work done by SANTHOSH KUMAR P. K. (Reg.No:
1813281040049), during the period of his study in the Department of Commerce
Computer Applications, Ramakrishna Mission Vivekananda College, Evening
College (Autonomous), Mylapore, Chennai - 600 004, under my supervision and
guidance.

Signature of the Guide

External Examiner
 DECLARATION

I hereby declare that the matter embodied in this project record entitled
"A STUDY ON BRAND PREFERENCE FOR PURCHASE OF MOBILE
PHONES AMONG THE PUBLIC IN CHENNAP', is a record of original
work done by me in the Department of Commerce Computer
Applications, Ramakrishna Mission Vivekananda College, Evening College
(Autonomous), Mylapore, Chennai - 600 004, for the award of the Degree
of Bachelor of Commerce Computer Applications, under the supervision
and guidance of Mr. R. BHARATH Department of Commerce Computer
Applications, Ramakrishna Mission Vivekananda College, Evening College
(Autonomous), Mylapore, Chennai - 600 004, and that it has not formed the
basis for the award of any Degree I Diploma I Associateship I Fellowship or
similar title to any candidate of any other University or Institute.

Place: Chennai

Date:
 ACKNOWLEDGEMENTS

I would like to take the opportunity to expresses my deep sense of gratitude and
heartfelt thanks to the HOLY TRINITY, our Beloved Secretary Rev. SWAMI
SHUKADEVANANDA, our beloved Evening College In-Charge SWAMI
MUKTIMAYANANDA, and respected Dr. K. SETHU SHANKAR, Principal,
Ramakrishna Mission Vivekananda College, Evening College (Autonomous),
Chennai, for their blessings and moral support at all stages of my studies.

My special word of thanks to Mr. R. SRIRAM, Coordinator, Dr. V.

MANIKANTAN, Joint Coordinator, Dr. M. RAMESH, Head of the Department
of Commerce Computer Applications, Ramakrishna Mission Vivekananda College,
Evening College (Autonomous), Chennai, for the benevolent encouragement and
enduring support for my study.

My deep sense of gratitude and heartfelt thanks to my Guide Mr. R.

BHARATH Ramakrishna Mission Vivekananda College, Evening College
(Autonomous), Chennai, for his stimulating suggestions, guidance, timely, and
moral support at all stages of my project.

I express my heartfelt thanks to all my Department and other faculty

members Mr. S. KARTHIK, Mr. S. ARULSTEPHEN, Mr. S. VEDANTH
RAJAGOPAL and Mr. S. SRIRAM, for providing support and continuous
encouragement throughout my studies.

I would take this opportunity to thank my parents and my dear ones for their
encouragement and constructive support for the successful completion of my
studies. Without their support my studies and carrier would not have been carried to
completion.
 TABLE OF CONTENTS

PAGE
CHAPTERS CONTENTS NO
1 INTRODUCTION
Abstract 1
1.1 Introduction 1
1.2 Theoretical information about the title 2
1.3 Statement of the problem 9
1.4 objectives of the study 10
1.5 Limitation of the study 11
1.6 Scheme of chapterization 11
2 REVIEW OF LITERATURE
2.1 Review of literature 12
3 RESEARCH METHODOLOGY
3.1 Research methodology 19
3.2 Research Design 19
3.3 Source of Data 20
3.4 Sampling method 20
3.5 Sampling size 20
3.6 Sample Unit 20
3.7 Statistical tools 20
4 ANALYSIS AND INTERPRETATION
4.1 Introduction 21
4.2 Percentage analysis 21
4.3 Chi-Square 42
5 FINDINGS,SUGGESTIONS AND CONCLUSION
1,1 Introduction 44
1.2 Findings of the study 44
1.3 Suggestions 46
1.4 Conclusion 47
BIBLIOGRAPHY AND WEBLIOGRAPHY
48
REFERENCES
ANNEXURE AND QUESTIONNAIRE
Annexure 49
Questionnaire 49
 LIST OF TABLES

TABLE
NO HEADING PAGE NO

4.1.1 Shows Gender of the respondents 22

4.1.2 Shows Age group of the respondents 23

4.1.3 Shows Occupation of respondents 24

4.1.4 Shows Marital Status of respondents 25

4.1.5 Shows Income Level per month respondents 26

4.1.6 Shows Mobile Brand Using respondents 27

4.1.7 Shows Usage Period respondents 28

4.1.8 Shows Often Change your Brand respondents 29

4.1.9 Shows Amount You spend on Mobile respondents 30

4.1.10 Shows Brand you have strong preference of respondents 31

Shows Another Brand Of The Same Product Appears Will You
4.1.11 Prefer Or Not of respondents 32

Shows Your Preferred Brand Is Too Costly Or Not Available

4.1.12 For Purchase of respondents 33

4.1.13 Shows Media Of Advertisement Of Respondents 34

4.1.15 Satisfaction Level With Your Current Brand Of Respondents 35

Shows Brand name influence your preference in purchase of

4.1.18 respondents 39

4.1.19 Shows Mobile Brand Your Using Fulfill Your Need.

40

4.1.20 Shows Preference While Buying A Mobile Brand.

41

4.1.21 Chi-Square
42
 LIST OF FIGURES

FIGURE
NO HEADING PAGE NO

4.1.1 Shows Gender of the respondents 22

4.1.2 Shows Age group of the respondents 23

4.1.3 Shows Occupation of respondents 24

4.1.4 Shows Marital Status of respondents 25

4.1.5 Shows Income Level per month respondents 26

4.1.6 Shows Mobile Brand Using respondents 27

4.1.7 Shows Usage Period respondents 28

4.1.8 Shows Often Change your Brand respondents 29

4.1.9 Shows Amount You spend on Mobile respondents 30

4.1.10 Shows Brand you have strong preference of respondents 31

Shows Another Brand Of The Same Product Appears Will You

4.1.11 Prefer Or Not of respondents 32

Shows Your Preferred Brand Is Too Costly Or Not Available

4.1.12 For Purchase of respondents 33

4.1.13 Shows Media Of Advertisement Of Respondents 34

4.1.15 Satisfaction Level With Your Current Brand Of Respondents 35

Shows Brand name influence your preference in purchase of

4.1.18 respondents 39

4.1.19 Shows Mobile Brand Your Using Fulfil Your Need. 40

4.1.20 Shows Preference While Buying A Mobile Brand. 41

4.1.21 Chi-Square 42
 CHAPTER – 1
INTRODUCTION
CHAPTER – 2
REVIEW OF
LITERATURE
 CHAPTER – 3
RESEARCH
METHODOLOGY
 CHAPTER – 4
ANALYSIS AND
INTERPRETATION
 CHAPTER – 5
FINDINGS,
SUGGESTIONS AND
CONCLUSION
 CHAPTER – 1

ABSTRACT

The youthful age, which is developing alongside portable innovation, must have
a few or the other effect on their standards of conduct. Mobile phones have turned
into a need in the day by day lives of purchasers. In any case, because of headways in
innovation the mobile phone industry has indicated quick development, and this
makes it significant for advertisers to acquire data on brand inclinations for mobile
phones. It will enthusiasm to locate the portable reliance of the youthful age, their
wireless utilization design, and the effect of mobile phone use on the standard of
conduct just as a correspondence example of adolescents. The study was to determine
brand preferences for mobile phones amongst students at a selected higher education
institution of Dhanraj Baid Jain College in Chennai. Primary data is collected through
the circulation of pre structured questionnaire designed in a way to collect
information for satisfying objectives of the study. The collected data with different
variables is analysed on various aspects to come to the conclusion of significance.
Branding has always been an important aspect of marketing. Brand is a powerful
differentiator in a highly competitive market place. It provides the company the
power to deflect competitive moves. A strong brand rings trust, confidence, comfort
and reliability in the customer's mind. Brands live in the minds of consumers and are
much more than just a tag for their recognition and identification.

Keywords: Mobile phone, brand, brand preference, consumers (i.e) public.

INTRODUCTION

Mobile phones have turned into practically fundamental piece of everyday life
since their quick development in prevalence in the late 1990s. An across the country
review led in 2010 demonstrates that mobile phones are the most essential mode of
correspondence for youths. It has for all intents and purposes influenced the general
public's openness, security, wellbeing and coordination of business and social
exercises and has thus turned into a piece of culture of the entire world. The Chennai
retail condition for mobile phones is developing, with more current and less expensive
forms being acquainted with the market, prompting significant levels of rivalry and
advancement. Because of the simplicity of correspondence and accommodation

1
realized by mobile phones, they have turned into a need. The way that this industry is
quickly developing prompts a high pace of rivalry among producers and retailers of
mobile phones. Even though some studies indicate the potential role of experience for
the development of consumers’ preferences towards brands, this impact has not been
explicitly addressed. Such experiences provide experiential values leading to the
preferential treatment of a brand similar to the value of utilitarian attributes (Brakus,
Schmitt & Zarantonello,2009). Therefore, it is postulated that the experiential view
will supplement the hegemony of traditional information processing theories to
understanding consumers’ preferences for brands. The possible interactions between
recognitive information processing and experience are considered essential in
analysing consumer preference dynamics. Brand position is the act of communication
through which the brand manager identifies the consumer relevant dimensions and
communicates about the brand on these dimensions. Brand equity is what the
customer is ready to pay more when all other brands are available in the market.
Higher brand equity leads to the brand preference.

THEORETICAL INFORMATION ABOUT THE TITLE

Elements of Brand

Brand identity: Brand identity comprises of the brand body, brand character, brand
reflections, mental self view. The character clarifies the interesting mix of qualities
for the brand.

Brand image: The brand image is the engaging idea that customers hold towards the
brands and frequently clarify the extraordinary blend of properties for the brand. The
brand picture is the graphic idea that shoppers hold towards the brands and regularly
clarify them through representations.

Brand position: Brand position is the demonstration of correspondence through

which the brand administrator distinguishes the shopper important measurements
and conveys about the brand on these measurements.

2
Brand value: Brand value is the thing that the client is prepared to pay more when
every single other brand are accessible in the market. Higher brand value prompts
the brand inclination.

3
Brand preference: Branding has always been an important aspect of marketing.
Brand is a ground-breaking differentiator in a profoundly focused commercial
centre. It gives the organization the ability to avoid aggressive. A solid brand rings
trust, certainty, solace and unwavering quality in the client's psyche. Brands live in
the psyches shoppers and are considerably more than only a tag for their
acknowledgment and ID.
They are the premise of customer relationship and bring shoppers and advertisers
closer by building up an obligation of confidence and trust between them. The
guarantee of brand is steady with dependable quality, administration and by and
large mental fulfillment.

Brand inclination is the particular interest for an organization's image as opposed to

an item; how much purchasers lean toward one brand over another. Brand
inclination can be accomplished by making the positive brand picture in clients
mind. Brand picture is the shopper's impression about the brand's physical qualities,
its presentation, the useful advantages, the sort of individuals who utilize the item,
the feelings and affiliations it creates, and the symbolism or emblematic
implications, it produces. The brand decision choices are basic for advertiser.
Seeing how clients land at explicit brand decision is fundamental for brand
advancement.

Brand knowledge: The holistic perspective of brands was emphasized by the

content of brand knowledge described by Keller (1993, 2003). Cognitive beliefs are
not limited to consumer perceptions about brand knowledge constituted at the
conscious level (Holbrook & Hirschman, 1982). Such non-attributed associations
have been proven to contribute towards shaping consumer brand preferences (e.g.
Chitturi, Raghunathan, & Mahajan, 2007; Grimm, 2005; Okada, 2005; Overby &
Lee, 2006; Sirgy et al., 1997). Brand knowledge is conceptualised based on the
meanings that consumers learn about and associate with the brand in their minds.

4
1.2.2. THEORITICAL STUDY OF THE BRAND

APPLE IPHONE
The iPhone is a series of smartphones made by Apple Inc since 2007. It does
many things that a computer can do, but is small enough to fit in someone's hand. It
is a mobile phone, meaning that it makes calls and sends text messages but without
wires. There are many types of iPhones, such as the model iPhone X.The iPhone is
a line of smartphones designed and marketed by Apple Inc. that use Apple's iOS ...
Touching a section of text for a brief time brings up a magnifying glass, allowing
users to place the cursor in the middle of existing ... They can read almost all
smartphone information, including SMS, location, emails, and notesThe
original iPhone was the thing that started it all for modern smartphones: while there
were smartphones before it, they were nothing like Apple's iPhone that trumped
them with its radically bigger screen, innovative multi-touch interface, and the first
on-screen keyboard that actually worked well. It was the ultimate Apple 3-in-1, but
while Apple thought of the original iPhone as a phone first, iPod second and a
'communicator' third, it's interesting how most people would probably rank the
'communicator' aspect as what makes the iPhone and smart phones special.

SAMSUNG
Samsung, South Korean company that is one of the world's largest producers
of electronic devices Samsung specializes in the production of a wide variety of
consumer and industry electronics, including appliances, digital media devices,
semiconductors, memory chips, and integrated systems. Samsung was founded as a
grocery trading store on March 1, 1938, by Lee Byung-Chull. He started his
business in Taegu, Korea, trading noodles and other goods produced in and around
the city and exporting them to China and its provinces. After the Korean War, Lee
expanded his business into textiles and opened the largest woolen mill in Korea. He
focused heavily on industrialization with the goal of helping his country redevelop
itself after the war. During that period his business benefited from the new
protectionist policies adopted by the Korean government, whose aim was to help
large domestic conglomerates (chaebol) by shielding them from competition and
providing them easy financing. The 2000s witnessed the birth of Samsung’s Galaxy
smart phone series, which quickly not only became the company’s most-praised

5
product but also frequently topped annual lists of the best-selling smart phones in
the world. Since 2006, the company has been the top-selling global manufacturer of
televisions. Beginning in 2010, the Galaxy series expanded to tablet computers with
the introduction of the Galaxy Tab.

ONE PLUS

The OnePlus One (colloquially abbreviated to OPO) is Android

smartphone manufactured by OnePlus. Unveiled in April 2014, it is the first product
by OnePlus. The OnePlus One was designed to compare favorably – in
performance, quality, and price – to flagship devices by leading smartphone
manufacturers. It was also intended to be developer friendly, and has since received
a wide variety of ROMs and custom kernels from the community. The OnePlus
One shipped to most markets with the CyanogenOS operating system pre-installed,
a commercial variant of CyanogenMod. The phone was first made available for sale
on 25 April 2014, exclusively from the OnePlus website, but initially required
prospective customers to obtain an invitation before they could purchase it. These
invitations were primarily distributed by the company through contests, some of
which attracted attention for their unconventional or controversial nature.
The OnePlus company was founded on 16 December 2013 by former Oppo vice-
president PeteLau. The company's main goal was to design his "dream" smart phone;
one that He argued that, despite their lower cost, users would "never settle" for the
lower-quality devices produced by other Chinese companies, and similar startups such
as Blu and Yota. Lau compared the ideals of OnePlus with those of the Japanese
company Muji, with a focus on high quality products with simplistic designs. The
company's primary cost-cutting measure was a decision to exclusively sell the device
online, rather than at retail or through wireless carriers, citing the success of a similar
online sales model for Nexusdevice.OnePlus launched a second contest, "Ladies
First", on 12 August 2014, inviting women to take photos of themselves holding the
OnePlus logo or having drawn it on their bodies, with the winners decided by a vote
receiving an invite to buy the One, and a OnePlus T-shirt. The promotion was met
with controversy, as others felt that the contest promoted
the objectification of women: some users posted entries that consisted of existing
photos of women with OnePlus logos edited onto them, while another posted a picture

6
of herself performing middle finger gestures, accompanied by a comment
denouncing the contest as sexist. In response to the criticism, the contest was pulled
only hours after it was announced: the company stated that "we want to encourage
even more women to get involved with and excited about the amazing things
happening in tech right now.

REDMI (XIAOMI)

Redmi is a sub-brand owned by the Chinese electronics company Xiaomi. It

was first announced in July 2013 as a budget smartphone line, and became a
separate sub-brand of Xiaomi in 2019 with entry-level and mid-range devices,
while Xiaomi itself produces upper- range and flagship Mi phones. Redmi phones
use the Xiaomi's MIUI user interface on top of Android. Models are divided into
the entry-level Redmi, the mid-range Redmi Note, and the high-end Redmi K. In
addition, the unrelated Mi A Android One series is also positioned in the similar
market segment with Redmi devices, despite being part of the upper-range Xiaomi
Mi lineup. The most significant difference from other Xiaomi smartphones is that
they use less-expensive components and thus have lower prices while retaining
higher specifications.
In August 2014, The Wall Street Journal reported that in the second quarter of the
2014 fiscal year, Xiaomi had a market share of 14% of smartphone shipment
rankings in China. Redmi sales were attributed as a contributing factor toward this
gain in shipment rankings.

REALME

Realme first appeared in China in 2010 with the name "OPPO Real" It
was a sub-brand of Oppo (which is itself a subsidiary of BBK Electronics) until its
formation as a spinoff on May 4, 2018. Oppo did not specify whether it had
transferred its participation in Realme to BBK.In May 2018, they released their first
phone, Realme 1.On July 30, 2018, former OppoVice President and Head of Oppo's
Overseas Department, Sky Li, announced his official resignation from Oppo and
his intention to establish Realme as an independent brand on Weibo. With the
company slogan "Dare to Leap", he declared that in the future, the Realme brand
would focus on providing mobile phones with solid performance and stylish design,

7
offering young people a joyful life with affordable "technology" and "beauty"On 15
November 2018, Realme adopted a new logo.On November 22, 2018, Realme
became the No. 1 emerging brand in the Indian market The sales of Realme devices
in India have since surpassed the sales of its parent company Oppo. Realme has
been the fourth largest smartphone brand in India since 2019, behind Xiaomi,
Samsung, and Vivo. Realme holds many records in India including India's first
64MP smartphone, India's fastest-charging smartphone, and India's first 5G
smartphone

The brand name "Oppo” was registered in china in 2001 and launched in 2004.
Since then they have expanded to more than 40 countries In June 2016, Oppo
became the biggest smartphone manufacturer in China, selling its phones at
more than 200,000 retail outlets Oppo was the top smartphone brand in China in
2019 and was ranked No. 5, in marketshare, worldwide. The South Korean boy
band 2PM prepared a song known as "Follow Your Soul" in a promotional deal
with Oppo for launching its brand in Thailand in 2010 In June 2015, the company
signed an agreement with FC Barcelona to become a sponsor of the Spanish
football club. In 2016, the Philippine Basketball Association tied up with this
company as its official smartphone partner, beginning with the 2016 PBA
Commissioner's Cup which began on 10 February.]Oppo hires celebrity
endorsers in Vietnam. Sơn Tùng M-TP endorsed three smartphone units: Neo 5,
Neo 7, and F1s. Oppo made a sponsorship to one of Vietnam's top-rated reality
shows, The Face Vietnam. In 2017, Oppo won the bid to sponsor the India national
cricket team, which allows their logo to be used on the team's kits from 2017 to
2019.

VIVO
Vivo Communication Technology Co. Ltd., stylised as vivo, is a Chinese
technology company headquartered in Dongguan, Guangdong that designs and
develops smartphones, smartphone accessories, software and online services. The
company develops software for its phones, distributed through its V-Appstore, with
iManager included in their proprietary, Android-based operating system, Funtouch
OS. Vivo is an independent company and develops its own products. It has 10,000
employees, with research and development centers in Shenzhen, Guangdong, and

8
Nanjing, JiangsuIn the first quarter of 2015, Vivo was ranked among the top 10
smartphone makers, achieving a global market share of 2.7%Since its founding in
2009, Vivo has expanded to over 100 countries around the world. International
expansion began in 2014, when the company entered the Thailand market Vivo
quickly followedup with launches in India, Indonesia, Malaysia, Myanmar,
Philippines, Thailand, and Vietnam.In 2017,Vivoenteredthe smartphone market in
Russia, SriLanka, Taiwan, Hong Kong, Brunei, Macau, Cambodia, Laos,
Bangladesh, and Nepal. In June 2017, it entered the Pakistan mobile phone market
and the Vivo brand is currently experiencing rapid growth in popularity in the
country

POCO
POCO is a sub-brand owned by the Chinese electronics company Xiaomi
Corporation. It was first announced in August 2018 as a mid-range smartphone line
and became a separate sub- brand of Xiaomi in 17 January 2020 with entry-level
and mid-range devices while Xiaomi itself produces upper-range and flagship Mi
phones. POCO phones use the Xiaomi MIUI user interface on top of Android.In Q4
of 2018, the POCO F1 reportedly become the best selling smartphone sold online in
India, beating competition such as the OnePlus 6. The Pocophone was sometimes
referred to as the "flagship killer killer" for offering high-end specifications at an
affordable price The first POCO phone was released in 2018 in India on Xiaomi's
website. It instantly became a bestseller with 700,000 units sold until 6 December
2018, becoming the best selling smartphone sold online in India.

INDUSTRY PROFILE

Brand preference is the selective demand for a company's brand rather than a
product; the degree to which consumers prefer one brand over another. Brand
preference analysis is done by conducting the survey which describes the
preferences for different mobile phones of the surveyed management students.

Telecom Industry in India

India is the second most populous country in the world with the Overall GDP of
$1.85 trillion (10th over alI)

9
➢ World's largest democracy system with multi party model at its core.

1
0
 ➢ Indian telecom is the second largest in the world (behind china) on the basis of
telephone users (Both fixed and wireless).
➢ The Industry grew over 30 times from 37 million users in 2001 to 960.09
million (Both fixed and wireless) 2019.
➢ Fixed in stood at 31.53 million in May 2012. - Total mobile phone active was
929.37 million in 2019.
➢ Total Wireless Tele density was at 79.37% in 2019.

➢ Total monthly additions were at 8.35 million by May 2020. (Both fixed and
wireless).
➢ Fixed line rural density is at 33 % as of May 2020 Projected Wireless Tele
density is at 84%.
➢ The Industry in India is rapidly transforming into Next Gen Network through

various telephone exchanges, mobile switching centers and media gateways

using optical fiber or microwave radios.
➢ 1.18% of households in India have broadband access. There were 14.31 million
internet users in India as of May 2020.
➢ Total ARPU for 2020 stood at $2.36 as compared to $46.50 in US Lowest
mobile tariffs in India due to high competition.
➢ Total revenue generated in 2020 by the telecom sector to be estimated upward of

US$50 billion.

STATEMENT OF THE PROBLEM:

Today India is one of the fastest growing economies all over the globe and a live
example which shows the development is the growth of the telecommunication
industry in India, especially in the field of cellular communication. As we all know,
the first mobile phone was launched in India during the 1990s and the first mobile
phone company which was established by Finland was Nokia. In the year 1995, the
first service provider was the Modi group which was established in Kolkata. As the
recent states showed, it is said that after China, India is the world’s fastest growing
industry in the world in terms of number of wireless connections, With 811.59 million
mobile phone subscribers. According to the world telecommunications industry, it is
estimated that India will be having 1.200 billion mobile users by 2013.

1
1
The projections made by several leading global consultancies indicate that the total
number of cellular users in India will be exceeding by the total subscriber count in
China. In human life, there is a great change in the standard of living by the invention
of the mobile phones. They have been the heart and soul of human beings in any part
of the world.
By the invention of the great phones they have been the cup of tea because they
have all the functions like voice calling, text messaging and mobile Internet access
is an unsettling one. As we all know, cell phones didn’t just happen overnight. They
evolved, just like us. Cell phones evolved over five different generations, the latest
of which is still being rolled out and adopted by users. By the time most of us will
have switched to 4G there will undoubtedly be yet another standard to aspire to.

OBJECTIVES OF THE STUDY

The Primary Objective was to study the perception & buying behavior of people
towards various mobile brands. The Secondary Objectives of this study were to
identify:

➢ To determine the relationships between mobile phone brand popularity and

mobile phone brand preferences.
➢ To know which mobile phone brand is moving highly in Chennai.
➢ To know about the preference level associated with different mobile phones.
➢ To find out the satisfaction levels towards the various mobile phones.
➢ Major features, which a customer looks for in a mobile before making a
purchase.

Scope of the Study

The present study helps to analyze the competitions among existing in the
present mobile phone industry. In this study we can identify how much mobile
phones influence the people. It will able to give why students use mobile phones, and
also can identify which is the popular brand and also service providers among the
students. The scope of the study also covers the key factors which influence the
consumers how to select the mobile phones.

10
LIMITATIONS OF THE STUDY

The study focused only on public (i.e) consumers, and the results may not give a
true reflection of the broader area of Chennai and Tamilnadu mobile phone market,
due to cost and time constraints. And the limitations are

➢ Limitations A small sample size of 50 people is taken, so we cannot draw

inferences about the population from this sample size.
➢ Time period is short and resource constraints.
➢ The scope of the project is limited to the city of Chennai.

➢ So, we cannot say that the same response will exist throughout India.

➢ This study is based on the prevailing satisfaction of the respondents(the

respondents is who the consumers (i.e) public).
➢ But their satisfaction may change according to time, fashion, technology,
development, etc…

SCHEME OF CHAPTERIZATION

Chapter 1: In the I" chapter Introduction about the study, statement of problem,
objectives of the study, scope of the study, limitations, key variables used, analytical
tools and sampling details have been listed out and discussed.

Chapter 2: In the 2nd chapter Review of literature related to the study have been
given according to the Determinants used in the study.

Chapter 3: The 3" chapter contains the overview about the title, definition of key
terms, determinants, nature and characteristics, influencing factors and other
necessary definitions have been discussed in detail pertaining to the study.

Chapter 4: In the 4" chapter, Analysis and interpretation has been done using
Percentage analysis method and Chi -Square test using the responses collected by
way of Primary data collection method

11
Chapter 5: The 5" chapter contains the Findings, Suggestions and Conclusion for
the analysis done in 4th chapter. -Questionnaire.

12
 CHAPTER – 2

REVIEW OF LITERATURE

2.1 REVIEW OF LITERATURE

Jenkinson and G.J. Cu skelly(2019), The results indicate that mobile phone
assessment correlated more highly with self-reporting at the eating occasion than
when compared to screening. Results also indicate that mobile phone photographs
(based upon the inner steak surface) could be used to measure meat doneness
preferences. This would enable more standardized measurement of HCA exposure in
future dietary surveys.

Kameswara Rao poranki (2019),The researcher state that aimed to address the
question by analysing brand is preferred mostly by mobile phone users in Hyderabad
town while purchasing mobile phones and status and impact of the technical,
economic , social and personal criterion by mobile phone users in Hyderabad .and
also wishes to find out the process of decision making while choosing and purchasing
the branded mobile product with respect to their current satisfaction level on the
particular brand.

Nushrat Nahida Afroz (2017), The results suggest that, brand name variable have
statistically significant relationships with consumer preferences variables. The
findings of the study indicated positive correlations among the variables i.e. battery
backup, camera resolution, durability, and price have significant impact on the overall
preferences of the consumers. The result derived from Cross tabulation and
Likelihood ratio entails that these above factors are influenced the customer brand
preference and there exists a strong relationship between these factors and brand
preference. And the level of satisfaction that the public will get when they are tend to
use.

13
Lynda Andrews, Judy Drennan, married woman Russell-Bennett, (2018), examine
the character of consumers' perceptions of the worth they derive from the everyday
experiential consumption of mobile phones and the way mobile promoting (m-

14
marketing) will doubtless enhance these value perceptions. The findings highlight
ways to tailor m-marketing methods to enrich consumers' perceptions of the worth
offered through their mobile phones. Asta

Salmi, Elmira Sharafutdinova,(2018) signifies that the overall options (high power
distance, femininity, high uncertainty avoidance) characterizing Russian culture have
aneffect in the most well-liked portable style. long-run values square measure seen, as
an example, in family orientation, that affects the employment of mobile phones.
Dynamic cultural and socio- economic options square measure seen within the strict
division of shoppers into distinct segments. Current aspects of society, like high
levels of street crime, square measure are apparent within the desired options of
merchandise. The rising Russian markets appear to encompass terribly completely
different client teams and at the same time represent each previous and new cultural
options and norms. Style has become a central tool for poignant product promoting,
associate degreed a cogent community of st peers and a design business square
measure rising.

Kurt Matzler, Sonja Bidmon, Sonja Grabner-Krauter, (2019), by exploring the

connection among temperament traits (extraversion and openness), hedonistic worth,
complete have an effect on and loyalty. It argues that individual variations account for
variations within the values sought-after by the buyer and within the formation of
name have an effect on and loyalty. It had been found that extraversion and openness
square measure absolutely associated with hedonistic product worth which the
temperament traits directly (openness) and indirectly (extraversion, via hedonistic
value) influence complete have an effect on that successively drives attitudinal and
get loyalty.

Rahman S. et al (2017), aims to assess the factors that have a vital role in picking out
telecommunication service suppliers. A survey instrument was used on Malaysian
portable operator’s consumers’ enclosed by demographic background, price, service
quality, service accessibility and promotion. Knowledge was collected from the
consumers’ of 3portable operator’s from major cities in Malaya. To see the factors
associated degreed examining their relationship with these factors towards the
consumer’s perception in choosing an operator’s services.

15
This analysis has applied searching correlation analysis, substantive correlation
analysis and structural equation modeling for testing hypotheses. From the result its
disclosed value or decision rate is that the most vital issue followed by service
quality, service accessibility and promotion. It’s hoped that the findings of this study
can assist the portable business of Malaya in what they will turn out in their services
and the way they require to market their services moreover. The findings of this study
additionally assist portable operator’s managers to speculate their resources
additionally with efficiency, creating changes to crucial quality attributes that elicit
the consumer’s satisfaction level. However, the findings of this study might give
required feedback and contribute to the development of players’ strategy and their
promoting program. Limitations during this paper square measure associated with the
power of the result to be generalized to different user teams moreover as different
user teams at different establishments of upper learning. Additional analysis has to be
conducted to make sure the lustiness of the findings by examination with different
users.

JukkaKallio, MarkkuTinnilä, Anne Tseng, (2006) conferred this analysis paper to

know the success factors of mobile operators. It explores the business practices of
leading carriers in Japan, Asian countries, China, Europe and therefore the USA. The
paper finds many common characteristics within the additional productive markets
together with a phone style and quality of service that square measure aligned with
the operators' service ideas, effective asking systems, cheap costs, and targeted
promoting methods. whereas these internal factors are simply derived by mobile
operators, it's found that their square measure extra, external factors like the
prevailing client base and its preferences, government policy, technological
constraints and worth chain dynamics that may greatly have an effect on the
fungibility of a mobile operator's business model to a different market.

FranziskaBendisch, Gretchen Larsen, Myfanwy Marion Trueman, (2018) had

examined the notion of business executive brands and therefore the issues that arise if
they're misaligned with company brands. Previous analysis examines product,

14
company and other people brands and implications for senior executives and
organizations; however there's no theoretical framework for business executive

15
complete position. The study utilized a multi- method analysis approach with each
qualitative and quantitative knowledge – via focus cluster and scenario-based survey.
The principal contribution of the paper is in furthering our understanding of the
construct of permission as associated with the rising topic of SMS advertising. The
paper provides proof and knowledge triangulation in a section that to date has had very
little empirical investigation.
The results show that notwithstanding the relevancy of the advert is high it doesn't on
its own build shoppers offer permission; it has to be combined with the management
over opt-in conditions to assure shoppers and gain permission. Relating to complete
familiarity, this seems to possess very little impact on consumers' temperament to
offer permission to receive SMS advertisements. The opt-in conditions valued the
foremost are: the chance to withdraw at any time, personal knowledge revealing
solely with consent, and portable operators as a primary advertising filter.

The relative importance of the motivators of satisfaction and retention is

investigated, and a technique for client retention within the mobile telecoms business
is provided to managers. The interdependency relation shows that Telco quality, client
service quality, and phone arrange quality square measure3 major motivators in terms
of relation with respect to complete image, client service quality, and criticism
management, whereas Telco quality has become a hygiene issue with respect to client
satisfaction and retention. The findings from associate degree assessment of the
promotional method utilized by the main players in Canadian mobile telecoms
business counsel that well-financed foreign entrants create a risk to the main domestic
carriers, which productive promotional methods would require robust leverage of
their existing value and quality benefits.

Hong and Kim (2003) investigated the look-and-feel of fifty completely different
mobile phones employing client surveys. Cardinal participants evaluated the planning
of phones on the perceived scale of image/impression characteristics, together with
opulence, simplicity, attractiveness, colorful nests, texture, delicacy, harmoniousness,
salience, rigidity, and overall satisfaction. This study heightens awareness of client
behavior that is incredibly abundant influenced by a product’s options, and suggests

16
that buyers build their purchase selections on the premise of their analysis of assorted
product attributes. Results of the study showed that seven factors characterize

17
portable choice: innovative options, image, price, personal recommendation,
sturdiness and transportable aspects, media influence, and post-sales service. It refers
to the outcome resulting from the customer's pre-purchase comparison between
expected performance and actual performance with affordable cost is customer
satisfaction. If the actual performance of service providers is more than customers
expected that means customers are satisfied.

Dr. V. Maheswari (2015) is conducted the study on “Brand choice of mobile phone
users in Chidambaram town”. The objectives of this study is to highlight the key
players in mobile phone market, to study the criterion on mobile phone users in
Chidambaram town, and to study the level of satisfaction on usage of mobile phones
users in the study area. The research conclusion from the study, the small local
players like Micro max, Karbonn, Lava, Lemon, spice and a like will have to quickly
rethink their product, marketing and service strategy fresh according to the small
towns like Chidambaram to put their house in order.

Nabaz T. Khayyat and Almas Heshmati (2012) have contacted the research on
“Determinates of mobile phone student’s satisfaction in the Kurdistan region”.The
main objective of this research is to identify and to quantify the impactsof the factors
that drive student’s satisfaction in the mobile telecommunications business, and to
determine the relationship between the demographic variables and the degree of
student’s satisfactions. The findings of this study can help mobile phone operators in
their operation and their strategic plans of marketing. The studies have implications
for competition in the market and the flows of investment resources to the targeted
market segments for potential expansion.

Vasita and Rajpurohot (2011) refers outcome of resulting from the customer's pre-
purchase comparison between of expected performance and actual performance with
affordable cost is customer satisfaction. If the actual performance of service provider
more than customers’ expected that means customers are satisfied. When situation is
opposite as like actual performance is less than expected that means customers are
dissatisfied.

18
Hafeez et al. (2010) conducted the study to investigate the determinants of customer
satisfaction in telecommunications sector in Pakistan using 250 customers in
Pakistan. The results of their study show that customer services and price fairness
have a positive relationship with customer satisfaction. The results further show that
independent variables not only influence dependent variable but complement each
other in that if customer services are of good quality, then customers will be willing
to pay more for the services provided.

Thokoa and Kalebe (2015) Customer satisfaction is important in that satisfied

customers form the foundation of a successful service provider because it leads to
repeat purchases, brand loyalty, as well as positive word of mouth that may further
improve financial performance of the preferred service provider.

Harish and Rajkumar (2011) examined service quality and customers preference of
cellular mobile service providers in India. The study found that consumers’
perception varied in accordance with the communication quality, call service, price,
customer care and service provider’s quality. The study found that price has
significant positive impact on consumers’ perception of a telecommunication service
provider.

Sharma M., (2012) consumer preferences define as the individual tastes, as measured
by utility, of various types of goods. Notice that preferences are independent of
income and prices. Ability to purchase goods does not determine a consumer's likes
or dislikes. Brand preference are dependent on various variables which are customer
used, that measured by utility.

Paulo, Duarte and Mario (2010) quoted that several factors contribute to brand
preference, especially those related to brand identity, personality and image and their
congruence with consumer self image. The main direct effects on brand preference
are the self image congruence and the identity/ personality and image of the brand. In
addition to those, the level of involvement, social environment, risk perception,
demographic profile, and product visibility also show a positive influence on brand
preference.

19
Vasak (2013) refers outcome of resulting from the customer's pre-purchase
comparison between of expected performance and actual performance with affordable
cost is customer satisfaction. If the actual performance of service provider more than
customers’ expected that means customers are satisfied. The results of their study
show that customer services and price fairness have a positive relationship with
customer satisfaction. The results further show that independent variables not only
influence dependent variable but complement each other in that if customer services
are of good quality, then customers will be willing to pay more for the services
provided.

20
 CHAPTER – 3
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

It is a well known fact that the most important step in the marketing research process
is to define the problem. Choose for investigation because a problem well defined is
half solved. That was the reason that at most care was taken while defining various
parameters of the problem. After giving through a brainstorming session, objectives
were selected and set on the base of this objective. A questionnaire was designed with
a major emphasis of which was gathering new ideas to determine and find out the
problem.

RESEARCH DESIGN
The research design is the plan that draws the structure of investigation and the
organisation of the research project. It explains and justifies the types and methods of
data collection, source of information, sampling strategy and time-cost constraints.
The research design can be classified using a variety of ways, such as the methods of
data collection, time dimension, researcher participation and the purpose of the study.
However, the most widely- used classification is the one based on the purpose of the
study. There are three types of research design based on the study’s purpose. The first
phase constitutes the exploratory stage, employed to gain more insights about the
factors affecting consumer preferences for brands by reviewing the literature and
conducting focus groups to clarify concepts. The second phase represents the
descriptive-explanatory phase, which describes the characteristics of the respondents
of the cross-sectional sample survey. This is conducted to test the hypothesis and
explain the relationships between the study constructs. Therefore, an exploratory
research design will be adopted for this thesis as it aligns with the purpose of better
understanding how the COVID-19 pandemic affects consumer brand preference
regarding the mobile phone as they tend to buy mobile phones for online studies.
Additionally, an exploratory research design was also chosen due to the lack of
research regarding brand preferences during a non-financial crisis.

21
DATA COLLECTION METHOD

To collect information of the study from employees, primary research is used

structured questionnaires were as an instrument for collecting the primary data the
responses were recorded and measured by using nominal scale. The collected thus
was quantitative in nature the questionnaires was pretested before final use. After
completing the data collection from the employees, questionnaires were edited
properly to make them fit for further processing. By using the evaluative trail version
of statistical packages for Social Sciences version 14.0 (SPSS), the appropriate
statistical tests were employed to verify the formulated hypothesis.

SAMPLING METHOD

When conducting empirical data collection, data sampling is the foundation upon
which the paper is built .For this study, non-probability sampling is used. It is because
determining the population size of people preferring various mobile phone brands is
difficult. Therefore, sampling method used is the convenience quota sampling

SAMPLE SIZE
Sample Size: In this research, we have taken 130 respondents from Chennai city
as sample. Sample size was determined by questionnaire.

SAMPLE UNIT
The sample unit of this study is of different age groups.
.
STATISTICAL TOOLS

Tools of Analysis for this study: The results were analyzed through the Statistical
Package for Social Science(SPSS).Statistical tool Chi – square test has been used to
analyze the data and to measure the consumer brand preferences.

20
 CHAPTER – 4

ANALYSIS AND INTERPRETATION

INTRODUCTION:-
Analysing and writing the interpretation of the data is a mandatory work for
every researcher and for every study. In this chapter we are going to study on basis
of analysis via the “Simple Percentage Analysis” method to calculate the expected
frequency and percentage and the “Chi Square Tests” for testing the hypothesis that
is framed in the study.

ANALYSIS AND INTERPRETATION:-

As I mentioned in the introduction part of this and the previous chapter there are 2
tools used in my to analyse my study which is the

1. Simple Percentage Analysis Method:-

Percentage Analysis refers to a special kind of rates, percentage are used in
making comparison between two or more series of data. A percentage is used
to determine relationship between the series.

2. Chi Square Test:-

A chi-squared test, also written as χ2 test, is a statistical hypothesis test that is
valid to perform when the test statistic is chi-squared distributed under the null
hypothesis, specifically Pearson's chi-squared test and variants.

21
 Analysis Based On Percentage

Gender

Analysis Method:- Table4.1.1: Gender

Gender Frequency Percentage

Male 77 40.80%
Female 53 59.20%
Total 130 100%

Figure4.1.1:It Shows Gender Responds

Inference:
The above data shows the gender of respondents. I found that 57.48% of male
and 42.52% of female respondents. Hence the majority respondents are male.

22
 Age Group Of Respondents
Table4.1.2: Shows Age Group Of Respondents

Age Group Frequency Percentage

20-25 82 63.1%

26-30 14 10.8%

Above 30 34 26.2%

Total 130 100%

Figure 4.1.2: Shows Age Group Of Respondents

Inference:
The above data shows the Majority of the respondents among the age group
between 20-25 is higher and the age group between 26-30 plays minor role and the
age group above 30 shows the moderate. Hence the age group between 20-25
shows the majority people.

23
 Occupation Of Respondents
Ta le 4.1.3Shows The Occupation Of Respondents

Occupation Frequency Percentage

Government Sector 17 13.1%
Private Sector 30 23.1%
Student Cum Part-time 61 46.9%
Earner
Self Employed 22 16.9%
Total 130 100%

Figure 4.1.3Shows The Occupation Of Respondents

Inference
The above diagram shows the occupation of respondents. Here the Government
sector is Student cum part-time earner 46.9%, Self employed 16.9%. Hence the
student cum part-time earner has the highest respondents.

24
 Marital Status Of Respondents
Table 4.1.4Shows Marital Status Respondents

Marital Status Frequency Percentage

Single 88 68.2%
Married 42 31.8%
Total 130 100%

Figure4.1.4Shows Marital Status Respondents

Inference
The above chart shows the marital status of respondents. Single 68.2%, married
31.8%. Hence the respondents of single is the major response.

25
 Income Level Per Annum Respondents
Table 4.1.5 Shows Income Level Per Annum

Income level per month Frequency Percentage

10000-15000 78 60%
16000-20000 16 12.3%
21000-25000 12 9.2%
Above 30000 24 18.5%
Total 130 100%

Figure 4.1.5 Shows Income Level Per Annum

Inference
In the above chart shows the income level respondents. It is found that 60%of
the respondents are earning 10000-15000, 9.2% of the respondents are earning
21000-25000, . Hence the majority of the respondents are earning 10000-15000.

26
 Mobile Brand Using Respondents
Table 4.1.6 Shows Mobile Brand Using Respondents

Mobile Brand Using Frequency Percentage

I phone 7 5.4%
Samsung 27 20.8%
Oneplus 14 10.8%
Redmi 37 28.5%
Realme 13 10%
OPPO 10 7.7%
VIVO 17 13.1%
POCO 5 3.8%
Total 130 100%

Figure 4.1.6 Shows Mobile Brand Using Respondents

Inference
The above shows the mobile brand using of respondents. Here 28.5% are using
Redmi. Hence it is majority.

27
 Usage Period Respondents
Table 4.1.7Shows Usage Period Respondents

Usage Period Frequency Percentage

Less than a year 50 38.5%
2-3 years 63 48.5%
4-5 years 10 7.7%
More than 5 Years 7 5.4%
Total 130 100%

Figure 4.1.7 Shows Usage Period Respondents

Inference
The above shows the usage period of respondents. Here48.5% of the respondents
use the mobile brand for 2 - 3 years. Hence the major usage period 2 -3 year’s 48.5%.

28
 Often Change Your Brand Respondents
Table 4.1.8 shows often change your brand

Often Change Your Brand Frequency Percentage

Yes 34 26.2%
No 96 73.8%
Total 130 100%

Figure 4.1.8 shows often change your brand

Inference
The chart shows often change your brand. Here 73.8% of the respondents says
No. Hence the majority of the respondents don’t change the brand often.

29
 Amount You Spend On Mobiles Of Respondents
Table 4.1.9 Shows The Amount Spend On Mobiles

Amount You Spend on Mobiles Frequency Percentage

10000 22 16.9%
11000-15000 51 39.2%
16000-20000 26 20%
21000-25000 20 15.4%
Above 30000 11 8.5%
Total 130 100%

Figure 4.1.9 Shows The Amount Spend On Mobiles

Inference
The above shows amount you spend on mobiles of respondents. Here the
11000 – 15000 is 39.2% is the highest respondents and above 30000 8.5% is the
lowest respondents. Hence 39.2% is the majority respondents.

30
 Brand You Have Strong Preference Of Respondents
Table 4.1.10 Shows Brand You Have Strong Preference

Branad you have strong preference Frequency Percentage

I phone 21 16.40%
Samsung 32 25%
Oneplus 34 26.60%
Redmi 22 17.20%
Realme 8 6.30%
OPPO 4 3.10%
VIVO 6 4.20%
POCO 3 2.30%
Total 130 100

Figure4.1.10 Shows Brand You Have Strong Preference

Inference:
The above chart shows Brand you have strong preference. Here 16.4% of the
respondents prefer iPhone, 25% of the respondents prefer Samsung, 26.6% of the
respondents prefer Oneplus, 17.2% of the respondents prefer Redmi, 6.3% of the
respondents prefer Realme, 3.1 of the respondents prefer OPPO, 4.2% of the
respondents prefer VIVO, 2.3% of the respondents prefer POCO. Hence the majority
of the respondents prefer Oneplus.

31
 Another Brand Of The Same Product Appears Will You Prefer
Or Not
Table 4.1.11Shows Another Brand Of The Same Product Appears Will You
Prefer Or Not.

Another brand of the same Frequency Percentage

product appears will you
prefer or not
Yes 16 12.3%
Maybe 89 68.5%
No 25 19.2%
Total 130 100%

Figure 4.1.11Shows Another Brand Of The Same Product Appears Will You
Prefer Or Not

Inference
The above chart shows Another brand of the same product appears will you
prefer or not. It was found that 12.3% of the respondents prefer Yes, 68.5%
respondents prefer Maybe and 19.2% of the respondents prefer No.

32
 Your Preferred Brand Is Too Costly Or Not Available For Purchase
Of Respondents.
Table 4.1.12 Shows Your Preferred Brand Is Too Costly Or Not Available For
Purchase

Your preferred brand is too costly Frequency Percentage

or not available for purchase

Postpone your purchase 36 27.7%

Switch over to another 47 36.2%
brand
Wait till the next stock 47 36.2%
comes
Total 130 100%

Figure 4.1.12Shows Your Preferred Brand Is Too Costly Or Not Available For
Purchase

Inference
The above chart shows Your preferred brand is too costly or not available for
purchase of respondents. Here 27.7% of respondents postpone their purchase, 36.2%

33
of respondents switch over to other brand and the 36.2% of respondents wait till the
next stock comes. Hence 36.2% of the respondents are the majority.

34
 Media Of Advertisement Of Respondents
Table 4.1.13 Shows Media Of Advertisement Of Respondents.

Media of advertisement Frequency Percentage

Television 23 17.7%
Newspaper 9 6.9%
Magazine 1 0.8%
Internet 97 74.6%
Total 130 100%

Figure 4.1.13 Shows Media Of Advertisement Of Respondents

Inference
The above bar shows that Media of advertisement of respondents. Here it was
found Television 17.7%, Newspaper 6.9%, Magazine 0.8% and 74.6% of respondents
for Internet. Hence the majority is 74.6%Internet given by the respondents.

35
 Satisfaction Level With Your Current Brand Of Respondents

Table 4.1.14 Shows Satisfaction Level With Your Current Brand For
Performance

Performance Frequency Percentage

Strongly Agree 65 50%
Agree 50 38.46%
Neutral 13 10%
Disagree 1 0.76%
Strongly Disagree 1 0.76%
Total 130 100%

Figure 4.1.14 Shows Satisfaction Level With Your Current Brand For
Performance

Inference

The above bar shows the 5scale ratings on Satisfaction level with your current
brand of respondents. . Here the 65 respondents are strongly agreed for the
performance. Hence majority of the respondents strongly agree with for the
performance.

36
 Satisfaction Level With Your Current Brand Of Respondents
Table 4.1.15 Shows Satisfaction Level With Your Current Brand For Battery
Stand

Battery stand Frequency Percentage

strongly agree 55 42.30%
Agree 50 38.46%
neutral 21 16.15%
disagree 3 2.30%
strongly disagree 1 0.76%
Total 130 100%

Figure 4.1.15 Shows Satisfaction Level With Your Current Brand For Battery
Stand

Inference

The above bar shows the 5scale ratings on Satisfaction level with your current
brand of respondents. . Here the 55 respondents are strongly agreed for the battery
stand. Hence majority of the respondents agree with for the agree.

37
 Satisfaction Level With Your Current Brand Of Respondents
Table 4.1.16shows Satisfaction level with your current brand for Display

Display Frequency Percentage

strongly agree 57 43.84%
agree 56 43.07%
neutral 14 10.76%
disagree 2 1.53%
strongly disagree 1 0.76%
Total 130 100%

Figure 4.1.16 shows Satisfaction level with your current brand for Display

Inference
The above bar shows the 5scale ratings on Satisfaction level with your current
brand of respondents. . Here the 57 respondents are strongly agreed for the display.
Hence majority of the respondents agree with for the display.

38
 Satisfaction Level With Your Current Brand Of Respondents
Table 4.1.17 Shows Satisfaction Level With Your Current Brand For Price

Price Frequency Percentage

Strongly
Agree 43 33.07%
Agree 61 46.92%
Neutral 22 16.92%
Disagree 3 2.30%
Strongly
Disagree 1 0.76%
Total 130 100%

Figure 4.1.17 Shows Satisfaction Level With Your Current Brand For Price

Inference
The above bar shows the 5scale ratings on Satisfaction level with your current
brand of respondents. . Here the 61 respondents are strongly agreed for the price.
Hence majority of the respondents strongly agree with for the price.

39
 Brand Name Influence Your Preference In Purchase Of Respondents
Table 4.1.18 shows Brand name influence your preference in purchase

Brand name influence Frequency Percentage

your preference in
purchase
Yes 55 42.3%
No 25 19.2%
Maybe 50 38.5%
Total 130 100%

Figure 4.1.18shows Brand name influence your preference in purcha

Inference
According to the above chart Brand name influence your preference in purchase
of respondents. Here 42.3% of respondents says Yes, 19.2% of respondents says
Maybe and 38.5% of respondents says No. Hence 42.3% of respondents says Yes and
it is the majority respondent.

40
 Mobile Brand Your Using Fulfill Your Need Of Respondents
Table 4.1.19 Shows Mobile Brand Your Using Fulfill Your Need.

Mobile brand Your using Frequency Percentage

fulfil your need
Yes 118 90.8%
No 12 9.2%
Total 130 100%

Figure 4.1.19Shows Mobile Brand Your Using Fulfil Your Need

Inference
The above chart shows Mobile brand You using fulfill your need of respondents.
Here 90.8% of the respondents says Yes, 9.2% of the respondents says No. Hence the
90.8% respondents are the majority respondents.

40
 Preference While Buying A Mobile Brand Of Respondents.
Table 4.1.20Shows Preference While Buying A Mobile Brand.

Preference while buying a Frequency Percentage

mobile brand
High Quality 78 60%
Lower Price 15 11.5%
Offer Period 22 16.9%
Discount 15 11.5%
Total 130 100%

Figure 4.1.20 Shows Preference While Buying A Mobile Brand

Inference
The above table shows the Preference while buying a mobile brand. Here the
60% of the respondents prefer High Quality, 11.5% of the respondents prefer Lower
Price, 16.9% of the respondents prefer Offer Period and 11.5% of the respondents
prefer Discount. Hence 60% of the respondents prefer High-quality and it is the
majority.

41
Chi Square Analysis
The Researcher uses the SPSS Software to calculate the chi square test based on
the given hypothesis.

Hypothesis-1

H0 – There is no relationship between the gender of the respondents and satisfaction

towards the current mobile phone brand.
H1 – There is a relationship between the gender of the respondents and satisfaction
towards the current mobile phone brand.

Value Df Asymp.Sig.
(2 sided)
Pearson Chi-Square 402.739a 8 .000

Likelihood Ratio 26.772 8 .004

N of valid Cases 130

a 12 cells (69.77%) have expected count less than 5. The minimum expected is 0.1

Inference
It is analysed that the Calculated value for the Chi-Square value is 402.739. It
is found that the tabulated value is lesser than calculated value is 4.325. Hence the null
hypothesis is rejected . There is association between gender and satisfaction towards
current mobile brand.

42
Hypothesis-2

H0 – The mobile brand you have strong preference and the significant of relationship.
H1 – The mobile brand you don’t have strong preference and significant of
relationship.

Value Df Asymp.Sign
(2sided)
Pearson Chi-Square 414.180a 30 .000

Likelihood Ratio 47.222 30 .060

N of Valid Cases 130

a 28 cells (64.12%) have expected count less than 7. The minimum expected
count is .01.

Inference
It is analysed that the Calculated value for the Chi-Square value is 414.180.
It is found that tabulated value is lesser than calculated value is 18.613. Hence the
null hypothesis is rejected. There is association between the mobile brand you have
strong preference and the significant of relationship.

43
 CHAPTER – 5

FINDINGS, SUGGESTIONS AND CONCLUSION

INTRODUCTION:
After complete analysis of respondent’s opinion regarding a study on brand
preference of mobile phones and information of various respondents, the desired
sample could be implemented on the entire population or not is prime motto of the
researcher. In the sample different age group, their gender, occupation, income and
number of users and respondents were asked questions on 5 point Liker scale,
viewing all non-metric qualities of respondents, researcher decided to use non
parametric test.

FINDINGS:
• It found that gender of respondents 57.48% of male and 42.52% of female
respondents. Hence the majority respondents are male

• It found that the Majority of the respondents among the age group between
20-25 is higher 63.1%

• It found that occupation of respondents Student cum part-time earner 46.9%,

Hence the majority the student cum part-time earner .

• It found that marital status of respondents. Single 68.2%. Hence the majority
respondent of single is the major response.

• It found that income level respondents 60%of the respondents are earning
10000- 15000. Hence the majority of the respondents are earning 10000-
15000.

• It found that mobile brand using28.5% of the respondents use Redmi,

Hence the Redmi mobile brand using respondents are the majority.

• It found that usage period of respondents 48.5% of the respondents use the
mobile brand for 2 - 3 years. Hence the major usage period shows less than
year.

44
• It found that change your brand. 73.8% of the respondents says No. Hence
the majority of the respondents don’t change the brand often.

• It found that amount you spend on mobiles of respondents. 39.2% of the

respondents spend 11000 – 15000 on mobiles. Hence the majority of the
respondents spends 11000 – 15000 on mobiles.

• It found that Features you Choose when Purchasing a Mobile Phone. 70%
of the respondents choose all the above. Hence the majority of the
respondents choose all the above.

• It found that Brand you have strong preference. Here 26.6% of the
respondents prefer Oneplus. Hence the majority of the respondents prefer
Oneplus.

• It found that Another brand of the same product appears will you prefer or
not. It was found that 12.3% of the respondents prefer Yes, 68.5%
respondents prefer Maybe and 19.2% of the respondents prefer No.

• It found that Your preferred brand is too costly or not available for purchase
of respondents. 36.2% of respondents switch over to other brand and the
36.2% of respondents wait till the next stock comes. Hence both purchase of
respondents and switch over to other brand 36.2% of the respondents are the
majority.

• It found that Media of advertisement of respondents 74.6% of respondents

for Internet. Hence the majority is 74.6%Internet given by the respondents.

• It found that Brand name influence your preference in purchase of

respondents. Here 42.3% of respondents says Yes. Hence 42.3% of
respondents says Yes and it is the majority respondent.

• It found that Mobile brand You using fulfill your need of respondents. Here

45
90.8% of the respondents say. Hence the 90.8% respondents are the
majority respondents.

46
 • It found that Preference while buying a mobile brand. Here the 60% of the
respondents prefer High Quality, Hence 60% of the respondents prefer
High-quality and it is the majority.

• It found that Chi Square analysis at the 5% level of significance the

tabulated value is (40%), since it is greater than the calculated value the null
hypothesis is accepted and the alternate hypothesis is rejected. Hence there
is no relationship between the gender of the respondents and the satisfaction
towards the current mobile phone brand.

SUGGESTION:
• The primary, traditional benefit of mobile phones can be specified as being
able to engage in conversation with other people. However, benefits offered
by mobile phones have been extended mainly during the past two decades
to include communication through texting, recreation through games, taking
pictures and videos, browsing internet etc.

• The primary benefits of mobile phones that relates to serving as a

communication platform, has traditionally facilitated the communication
through phone calls and text messaging. However, thanks to the internet
browsing capabilities in modern mobile phones, communication can also be
facilitated through e-mails, chats and video calls.

• Increasing levels of capabilities of advanced mobile phones in terms of

taking pictures and videos are causing mobile phones to impose direct
competitions to manufacturers of cameras and camcorders. This fact can be
pointed to as another substantial benefit of mobile phones.

• Moreover, internet browsing capabilities of mobile phones have

substantially increased the range of their benefits to offer the possibilities of
shopping, reading news, listening to music and watching films online,
working with spreadsheets, and even serving as a wallet to purchase
products and services offline.

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 • To summaries the point, mobile phones have become an integral part of
daily life for most people to such as extent that they cannot imagine their
life without this product.

• Mobile phone benefit and value changes also relate to its use as a money
making platform increasing numbers of individual and organizational
entities. In other words, nowadays increasing numbers of individual and
organizational entities are successfully exploring the opportunities of
generating cash through developing mobile applications to be downloaded
for a fee and producing content that contains advertisements.

Although mobile phones already cater for a wide range of needs, the integration of
this product into personal and professional lives of people may further intensify in
the future.

CONCLUSION:

Mobile phones have completely changed our world. People now use them for
leisure time, business, school, and so much more. Mobile phones are not just
Mobile phones anymore. People rely on them for video chatting for conference
calls, searching the web for nearby restaurants, taking pictures of their travels,
using a GPS tracking system, etc. The majority of people own Mobile phones
nowadays and people rely on them more than ever. Mobile phones have become a
part of everyday life and I could not imagine what it would be like having to live
without having a Mobile phone. Being away at school I still am able to keep in
contact with my parents and grandparents although I am far away from them.
Mobile phones are a vital service in the human connection because people are able
to have connections that the past decades never imaged. The Mobile phone is an
incredible invention that has altered our lives forever.

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BIBLOGRAPHY AND WEBLIOGRAPHY REERENCES

• Research Methodology methods and techniques

• Richard I. Levin, David s. Rubin (2004)
• New Age Edition International Publishers, New Delhi,2nd Edition
• Shodhganga.inflibnet.ac.in
• https://www.google.com/
• https://www.vivo.com/in/
• https://www.oneplus.in/
• https://www.poco.in/
• https://www.oppo.com/in/
• https://www.realme.com/in/
• https://mobile.mi.com/in/
• https://www.samsung.com/in/
• https://www.apple.com/in/iphone/
• http://www.scribd.com

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 ANNEXURE
Dear Respondent,

I am SANTHOSH KUMAR P.K. pursing my Bachelor of Commerce (Computer

Applications), Ramakrishna Mission Vivekananda College, evening college,
(Autonomous), Chennai-4. For my project work I am conducting a survey related to
A study on Brand Preference for Purchase of Mobile Phones among the public in
Chennai. This survey will take 10 minutes of your time. There are no right or wrong
answers as your response will be on your personal opinions. Your response will
remain confidential. This survey is conducted for education purpose only.

QUESTIONNAIRE
1. Name :
2. Age Group
➢ 20 - 25
➢ 26 - 30
➢ Above 30
3. Occupation
➢ Government sector
➢ Private sector
➢ Student cum Part Time Earner
➢ Self Employed
4. Marital status
➢ Single
➢ Married
5. Income level (per month)
➢ 10000 - 15000
➢ 16000 - 20000
➢ 21000 - 25000
➢ Above 30000
6. Which mobile brand you are using now?
➢ I phone
➢ Samsung
➢ OnePlus
➢ Redmi
➢ Realme
➢ OPPO

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7. How long you are using them?
➢ Less than a year
➢ 2 - 3 years
➢ 4 - 5 years
➢ More than 5 years
8. Do you often change your mobile brand?
➢ Yes
➢ No
9. How would you like to spend on mobile?
➢ 10000
➢ 11000 - 15000
➢ 16000 - 20000
➢ 21000 - 25000
➢ Above 30000
10. What feature will you choose when purchasing a mobile brand?
➢ Processor
➢ Battery capacity
➢ RAM and storage specifications
➢ Price
➢ Display
➢ All the above
11. Which brand do you have strong preference?
➢ I phone
➢ Samsung
➢ One plus
➢ Redmi
➢ Realme
➢ OPPO
12. If another brand of the same product appears in the market will you prefer
to stop buying this brand and prefer the new brand?
➢ Yes
➢ May be
➢ No
13. If your preferred brand is too costly or not available for purchase, what will
you do?
➢ Postpone your purchase
➢ Switch over to other Brand
➢ Wait till the next stock comes

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14. Which media of advertisement makes you to prefer to buy the mobile brand?
➢ Television
➢ Newspaper
➢ Magazine
➢ Internet
15. How is your satisfaction level with your current brand?
Satisfaction level Strongly Agree Neutral Disagree Strongly
with current brand Agree Disagree
Performance
Battery Stand
Display
Price

16. Does the brand name influence your preference in making purchasing?
➢ Yes
➢ No
➢ Maybe
17. Does the mobile brand which your using fullfil your need?
➢ Yes
➢ No
18. What will be your preference while buying a mobile brand?
➢ High quality
➢ Lower price
➢ Offer period
➢ Discount

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