Minor Project Report

On
“A STUDY ON BRAND PREFERENCES OF MOBILE PHONES

AMONG GRADUATES AND POST GRADUATES”

Submitted for the partial fulfilment towards the
award of the degree in
Master of Business Administration affiliated to
Dr. A.P.J Abdul Kalam Technical University,
Lucknow

Submitted by:
Amisha Sharma (0221MBA204)
Anand Raj Rai (0221MBA209)
Anchal Chaudhary (0221MBA177)
Anand Dubey (0221MBA027)
Anamika (0221MBA211)
Batch: MBA 2022-24
Under the supervision of :Dr Riyazuddin

School of Management

Noida Institute of Engineering and Technology

(NIET)
(AN AUTONOMOUS INSTITUTE)
Affiliated to DR. A.P.J. Abdul Kalam Technical
University,
U.P, Lucknow, Plot No .19 Knowledge Park II, Greater Noida,
Gautam Buddha Nagar, (UP), India 201306
CERTIFICATE ISSUED BY ORGANISATION
 DECLARATION

We are hereby declared that project entitled “A STUDY ON BRAND

PREFERENCE OF MOBILE PHONES AMONG GRADUATES AND

POST GRADUATES” is a record of original work done by us. The findings and

conclusions of this project report are based on our study and experience, and are

conducted under the guidance of Dr Riyazuddin.

We also declare that this project is result of our effort and the report is submitted in

partial fulfilment of the requirements of MBA program of Noida Institute of Engineering

and Technology, Greater Noida and it is not being submitted to any other institution for

award of a degree or any personal favour. All details stated above and analysis provided

in the report are and hold the best of our knowledge and belief.
 ACKNOWLEDGEMENT

We take this opportunity to thank Dr. Sonia Munjal for giving us the opportunity to work

for this project and we would like to express our sincere thanks to Dr Riyazuddin who

helped, inspired and mentored us and without their help this project report would not have

taken its current shape. Under their brilliant untiring guidance, we could complete the

project being

undertaken on the “A STUDY ON BRAND PREFERENCE OF MOBILE PHONES

AMONG GRADUATES AND POST GRADUATES” successfully in time. Their

meticulous attention and invaluable suggestions have helped us in simplifying the

problem involved in the work. We would also like to thank the overwhelming support of

all the people who gave us an opportunity to learn and gain knowledge about the various

aspects of the industry.

We once again express our heartfelt in debtness to all-aforesaid. Any omission or error in

acknowledgment is inadvertent. For such oversights and lapses, we tender unconditional

apology.
 TABLE OF CONTENT

1 CERTIFICATE 02

2 DECLARATION 03

3 ACTKNOWLEDGEMENT 04

4 INTRODUCTION 06-09

5 OBJECTIVES OF STUDY 10

6 LIMITATIONS OF STUDY 11

LITERATURE REVIEW 12-15

7

COMPANY / INDUSTRY PROFILE 16-25

8

9 RESEARCH METHODOLOGY 26-28

DATA ANALYSIS & DISCUSSION 29-46

10

FINDINGS 47
11
12 RECOMMENDATIONS 48

13 CONCLUSION 50

14 BIBLIOGRAPHY 51

15 REFERENCES 52

16 ANNEXURE 53
“A STUDY ON BRAND PREFERENCES OF MOBILE PHONES
AMONG
GRADUATES & POST GRADUATES “

INTRODUCTION

Mobile phones are beneficial to the society and to the everyday life of an
individual. There are a number of disadvantages to the use of mobile phones. There
are many parts of a mobile phone that are unnecessary and do not add to the
usefulness. There are also certain specific health impacts, potential accidentrisks
and an increased risk of crime associated with the use of the mobile phone. In
addition to this, the behaviour of young people deteriorates and becomes
inappropriate when using a mobile phone. Majority of companies wants to retain
existing students; marketer needs to know the behaviour and specific needs of
students. The study of buying behaviour examines how individuals make decisions
in spending their available resources, time, money, effort on various aspects such
as whom to buy from, where to buy, how often they buy and how often they use it.
The study of student behaviour understandsof how individuals behave in
purchasing mobile phones.

New generation can be called as smart phone generation as they love to busy with
their smart phone all the time. And it becomes a very necessary instrument in their
life. So before choosing their instrument of passing time they spent considerable
amount of time for selecting smart phone. There are many factors to consider and
brand is one of them.

A smart phone is a mobile phone with an advanced mobile operating system which
combines features of a personal computer operating system, with more advanced
computing capability and connectivity with other features useful for mobile or
handheld use by offering advanced technologies for informationmanagement,
mobile calls, email sending, and internet access. While offering a standardized
platform for application developers a smart phone performs everything a personal
computer can do, and because of its mobility, much more. It combines a cell phone
with very advanced features in smart phone internet, instant messenger e-mail,
media player, video games, GPS navigation unit, digital camera, voice dictation
for messaging and a voice search for askingquestions about anything. It goes
without saying that a single moment cannotbe passed without having the existence
of smart phone as it makes human life easy and making them knowledgeable
regarding the whole universe in order to adapt with the technological advancement
.
Global smart phone sales surpassed the sales figures for regular cell phones in early
2018. In the technological advancement age, no nation even just a single man
cannot do anything’s especially the modern activities in recent time. Therehas been
also a great and very vast era of the evaluation of mobile phones from simple and
bigger mobile phones, which were able to send and receive the text messages only.
The smart phones are more likely to be the hand held computers for configuring
the daily schedules, saving large documents, for Smartphone used as a device that
enables the user to make telephone call and atthe same time has some features that
allow the user to do some activities that inthe past was not possible unless using a
computer or a personal digital assistant (PDA), such as sending and receiving
emails, amending an office document. Operating system is what allows the
Smartphone to run its applications thereare different operating system, atching
videos, listening music, using internet, using world wide web, video

Smartphone used as a device that enables the user to make telephone call and
at the same time has some features that allow the user to do some activities
that in the past was not possible unless using a computer or a personal digital
assistant (PDA), such as sending and receiving e-mails, amending an office
document. Operating system is what allows the Smartphone to run its
applications thereare different operating system, such as iPhone runs IOS,
BlackBerry runs the BlackBerry OS, other kind of handsets runs Google’s
Android OS, HP’s web
OS, and some other runs Microsoft’s Windows Phone. In 1999, the Japanese
firm NTT DoCoMo released the first smart phones to achieve mass adaption
within a country. Smart phones became widespread in the 21st century and
most of those produced from 2012 onwards have high-speed mobile
broadband 4G net, motion sensors, and mobile payment features. In the third
quarter of 2017, more than one billion smart phones were in use worldwide.

Global smart phone sales surpassed the sales figures for regular cell phones in
early 2018. In the technological advancement age, no nation even just a single
man cannot do anything’s especially the modern activities in recent time.
There has been also a great and very vast era of the evaluation of mobile
phones from simple and bigger mobile phones, which were able to send and
receive the text messages only. The smart phones are more likely to be the
hand held computers for configuring the daily schedules, saving large
documents, for watching videos, listening music, using internet, using world
wide web, video conferencing and much more than a human mind can think.
Knapman (2012) found consumers of Smartphone are strongly influence by
brand when it comes to choosing Smartphone.

Knapman also signified many prospects for Smartphone makers to take on

new means with the consumers of Smartphone and to present brand utility-by
understanding the basis for student brand first choice and identify the critical
roles that brand play in Smartphone preference. Cronin & Taylor (1992) found
Students’ Brand Preferences towards Smartphone that the satisfaction felt
after the first trial of a brand directed customers to prefer the same brand in
their decisions to repurchase it. (Oliver, 2003) investigated the relationship
between customer satisfaction and brand loyalty, and found a positive
relationship between these two variables.

The Smart phones are getting really popular in this advanced world. Everyone
wants to carry his own personal data and information with him all the time
which smart phone makes possible. It is being accepted that in the future smart
phones will take over all the other digital devices in next year’s such as
laptops,personal desktop computers and notebooks. Acer, Amazon, Apple,
BlackBerry, BLU,
Cleon, Huawei, i-mate, I mobile, Lava, Lenovo, MI, vivo, Micromax,
Microsoft,
Nokia, One plus, Oppo, Samsung, Walton, Panasonic, Siemens, Sony,
TMobile, Toshiba, Yota, ZTE etc. are some branded smart phones and each
holds different qualities. One may prefer Oppo and other may prefer Vivo or,
Samsung. A good knowledge of student’s brand preference in Smartphone
would help in understanding how brand shape students buying decision and
preferences.
 OBJECTIVES OF THE STUDY

• The main objective of the study is to identify people’s preference towards

various mobile brands.
• To find out the satisfaction level of the college students towards the
various mobile phone.
• To identify the factors that influence the purchase of different brands by
college students.
• To analyse feedback of consumers regards to the aspect of quality, price,
features, advertisements etc.
 LIMITATIONS OF THE STUDY

• The study is based on the responses of 153 students of NIET,VCB,KIET College

only.
• Personal bias and prejudices of the respondents may affect the accuracy of the
study.
• Time was also a limiting factor of this study.
 LITERATURE REVIEW

• Literature review of brand preferences of mobile phones consistsof the

summary of findingsthe of research, carried out in the past directly and

indirectly related to the topic.

• This review provides insight to the researchers regarding what is already

known and what remains to be tested regarding the topic of the research.

• Chu-Mei Liu (2002) had researched and studied that the effort of promotional

activity on brand decision i,e how advertising and promotion activities place

a very important role in interference the buying behaviour of college student.

• In 2005 Heikki karajaluoto researched and studied the factors which affect

the consumer choice of mobile phones.Two studies shows that the technical

problem are the basic reasons to change mobile phones among students like

price, brand ,interface and properties are the most influential factors.

• 2008 Ramkrishna researched and studied the perception of product attribute

that plays an important role in brand switching behaviour.

• In 2010 Aravind Sahay researched and studied that the effect of peer

influence, family influence plays very important role while buying the phones

and the impact of price changes on switching students buying behaviour

influenced by the friends or the families.

 COMPANY AND INDUSTRY PROFILE

MOBILE PHONE INDUSTRY

A mobile phone, cellular phone, sometimes shortened to simply mobile, cell,
or just phone, is a portable telephone that can make and receive calls over a radio
frequency link while the user is moving within a telephone service area. The radio
frequency link establishes a connection to the switching systems of a mobile
phone operator, which provides access to the public switched telephone network
(PSTN). Modern mobile telephone services use a cellular network architecture
and, therefore, mobile telephones are called cellular telephones or cell phones in
North America. In addition to telephony, digital mobile phones 2G support a
variety of other services, such as text messaging, MMS, email,
Internet access, short-range wireless communications (infrared, Bluetooth)
,business applications, videogames and digital photography. Mobile phones
offering only those capabilities are known as feature phones; mobile phones
which offer greatly advanced computing capabilities are referred to as smart
phones.

The development of metal-oxide-semiconductor (MOS) large-scale integration

(LSI) technology, information theory and cellular networking led to the
development of affordable mobile communications The first handheld mobile
phone was demonstrated by John F. Mitchell and Martin Cooper of Motorola
in New York City in 1973, using a handset weighing c.2 kilograms. In 1979,
Nippon Telegraph and Telephone (NTT) launched the world's first cellular
network in Japan. In 1983, the DynaTAC 8000x was the first commercially
available handheld mobile phone. From 1983 to 2014, worldwide mobile phone
subscriptions grew to over seven billion; enough to provide one for every person
on Earth. In the first quarter of 2016, the top smart phone developers worldwide
were Samsung, Apple and Huawei; smart phone sales represented 78 percent of
total mobile phone
sales. For feature phones as of 2016, the top-selling brands were Samsung, Nokia and
Alcatel.

A handheld mobile radio telephone service was envisioned in the early stages of
radio engineering. In 1917, Finnish inventor Eric Tigerstedt filed a patent for a
"pocket-size folding telephone with a very thin carbon microphone". Early
predecessors of cellular phones included analog radio communications from
ships and trains. The race to create truly portable telephone devices began after
World War II, with developments taking place in many countries. The advances
in mobile telephony have been traced in successive "generations", starting with
the early zeroth-generation (0G) services, such as Bell System's Mobile
Telephone Service and its successor, the Improved MobileTelephone Service.
These 0G systems were not cellular, supported few simultaneous calls, and were
very expensive.

The lithium-ion battery, an indispensable energy source for modern mobile

phones, was commercialized by Sony and Asahi Kasei in 1991. In 2001, thethird
generation (3G) was launched in Japan by NTT DoCoMo onthe WCDMA
standard. This was followed by 3.5G, 3G+ or turbo 3G enhancements based on
the high-speed packet access (HSPA) family, allowing UMTS networks to have
higher data transfer speeds and capacity.

By 2009, it had become clear that, at some point, 3G networks would be

overwhelmed by the growth of bandwidth-intensive applications, such as
streaming media. Consequently, the industry began looking to data- optimized
fourth-generation technologies, with the promise of speed improvements up to
ten-fold over existing 3G technologies. The first twocommercially available
technologies billed as 4G were the WiMAX standard,
offered in North America by Sprint, and the LTE standard, first offered in
Scandinavia by TeliaSonera.
5G is a technology and term used in research papers and projects to denote the
next major phase in mobile telecommunication standards beyond the 4G/IMT-
Advanced standards. The term 5G is not officially used in any specification or
official document yet made public by telecommunication companies or
standardization bodies such as 3GPP, WiMAX Forum or ITU-R. Newstandards
beyond 4G are currently being developed by standardization bodies, but they are
at this time seen as under the 4G umbrella, not for a new mobile generation.
 HISTORY OF MOBILE PHONES
From 1983 to 1998, Motorola was market leader in mobile phones. Nokia was
the market leader in mobile phones from 1998 to 2012. In Q1 2012, Samsung
surpassed Nokia, selling 93.5 million units as against Nokia's
82.7 million units. Samsung has retained its top position since then.

Aside from Motorola, European brands such as Nokia, Siemens

and Ericsson once held large sway over the global mobile phone market, and
many new technologies were pioneered in Europe. By 2010,the influence of
European companies had significantly decreased due to fierce competition from
American and Asian companies, where most technical innovation had shifted to
Apple and Google, both of the United States, also came to dominate mobile
phone software.

The world's largest individual mobile operator by number of subscribersis

ChinaMobile, which has over 902 million mobile phone subscribers as of June
2018. Over 50 mobile operators have over ten million subscribers each, and over
150 mobile operators had at least one million subscribers by the end of 2009. In
2014, there were more than seven billion mobile phone subscribers
worldwide, a number that is expected to keep growing

Cellular phones with basic facilities such as text messaging, voice calling, audio
and video visualization and camera are referred to as mobile phones. Cellular
phones that offer advanced computing abilities such as Wi-Fi, web browsing,
third-party applications and mobile payment, solutions for information
management, such as documents, emails and contacts, inbuilt GPS applications,
and provides features such as voice and video calls and web access are referred
to as smart phones.

Apart from being a communication device, smart phones offer additional features
such as internet access, Bluetooth, gaming, camera, multimedia messaging, FM
radio, and multimedia functionalities. With technological advancements, Tablets
are witnessing gradual growth traction and has resulted in a decline in the rate of
adoption for laptops and personal digital assistants globally.
COMPANY PROFILES
iPhone;

The iPhone is a line of smartphones designed and marketed by Apple Inc. that
use Apple's iOS mobile operating system. The first-generation iPhone was
announced by then-Apple CEO Steve Jobs on January 9, 2007. Since then, Apple
has annually released new iPhone models and iOS updates. As of November 1,
2018, more than 2.2 billion iPhones had been sold.

The iPhone has a user interface built around a multi-touch screen. It connectsto
cellular networks or Wi-Fi, and can make calls, browse the web, take pictures,
play music and send and receive emails and text messages. Since the
iPhone's launch further features have been added, including larger screen sizes,
shooting video, waterproofing, the ability to install third-party mobile apps
through an app store, and many accessibility features. Up to iPhone 8 and 8 Plus,
iPhones used a layout with a single button on the front panel that returnsthe user
to the home screen. Since iPhone X, iPhone models have switched to a nearly
bezel-less front screen design with app switching activated by gesture
recognition.
The iPhone is one of the two largest smartphone platforms in the world alongside
Android, forming a large part of the luxury market. The iPhone has generated
large profits for Apple, making it one of the world's most valuable publicly traded
companies. The first-generation iPhone was described as "revolutionary" and a
"game-changer" for the mobile phone industry and subsequent models have also
garnered praise. The iPhone has been credited with popularizing the smartphone
and slate form factor, and with creating a large market for smartphone apps, or
"app economy". As of January 2017, Apple's App Store contained more than 2.2
million applications for the iPhone
 Samsung

The Samsung Group or simply Samsung is a South Korean multinational

manufacturing conglomerate headquartered in Samsung Town Seoul, South
Korea. It comprises numerous affiliated businesses, most ofthem united under the
Samsung brand, and is the largest South Korean business conglomerate. As of
2020, Samsung has the 8th highest global brand value.

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over

the next three decades, the group diversified into areas including food processing,
textiles, insurance, securities, and retail. Samsung entered the electronic industry
in the late 1960s and the construction and shipbuilding industries in the
mid1970s; these areas would drive its subsequent growth. Following Lee's death
in 1987, Samsung was separated into five business groups – Samsung Group,
Shinsegae Group, CJ Group and Hansol Group, and Joongang Group.

Notable Samsung industrial affiliates include Samsung Electronics (the world's

largest information technology company, consumer electronics maker and
chipmaker measured by 2017 revenues), Samsung Heavy Industries (the world's
2nd largest shipbuilder measured by 2010 revenues), and Samsung
Engineering and Samsung C&T
Corporation (respectively the world's 13th and 36th largest construction
companies). Other notable subsidiaries include Samsung Life Insurance (the
world's 14th largest life insurance company), Samsung Everland (operator of
Everland Resort, the oldest theme park in South Korea)[ and Cheil Worldwide
(the world's 15th largest advertising agency, as measured by 2012 revenues).

Xiaomi

Xiaomi Corporation, registered in Asia as Xiaomi Inc., is a Chinese designer

and manufacturer of consumer electronics and related software, homeappliances,
and household items. Behind Samsung, it is the second largest manufacturer of
smartphones, most of which run the MIUI operating system. The company is
ranked 338th and is the youngest company on the Fortune Global 500

Xiaomi was founded in 2010 in Beijing by now multi-billionaire Lei Jun when
he was 40 years old, along with six senior associates. Lei had founded Kingsoft
as well as Joyo.com, which he sold to Amazon for $75 million in 2004. In August
2011, Xiaomi released its first smartphone and, by 2014, it had the largest market
share of smartphones sold in China. Initially the company only sold its products
online; however, it later opened brick and mortar stores. By 2015, it was
developing a wide range of consumer electronics. In 2020, the company sold
146.3 million smartphones andits MIUI operating system has
over 500 million monthly active users. In the
second quarter of 2021, Xiaomi surpassed Apple Inc. to become the
secondlargest seller of smartphones worldwide, with a 17% market share,
according to Canalys. It also is a major manufacturer of appliances including
televisions, flashlights, unmanned aerial vehicles, and air purifiers using its
Internet of Things and Xiaomi Smart Home productecosystems.

Xiaomi keeps its prices close to its manufacturing costs and bill of materials costs
by keeping most of its products in the market for 18 months, longer than most
smartphone companies, The company also uses inventory optimization and flash
sales to keep its inventory low.

Oppo

Guangdong Oppo Mobile Telecommunications Corp., Ltd, doing business as

OPPO, is a Chinese consumer electronics and mobile communications company
headquartered in Dongguan, Guangdong. Its major product lines include
smartphones, smart devices, audio devices, power banks, and otherelectronic
products.

The brand name "Oppo" was registered in China in 2001 and launched in
2004.Since then, the company has expanded to 50 countries.

In June 2016, OPPO became the largest smartphone manufacturer inChina,

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 market share,
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'sCup
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.

In 2019, OPPO became a sponsoring partner of the French Open tennis

tournament held in Roland-Garros, Paris. The same year, they also became a
sponsoring partner of Wimbledon for 5 years as the first official smartphone
partner.

Starting with the 2019 World Championship, OPPO is the exclusive global
smartphone partner for League of Legends esports through 2024, Oppo will have
year-round activations centered around the sport’s three annual global
tournaments: the Mid-Season Invitational, the All-Star Event, and the World
Championship.

Motorola

Motorola was an American multinational telecommunications company based

in Schaumburg, Illinois, United States. After having lost $4.3 billion from 2007
to 2009, the company split into two independent public companies Motorola
Mobility and Motorola Solutions on January 4, 2011. Motorola Mobility was
later acquired by Lenovo in 2014
Motorola designed and sold wireless network equipment such as cellular
transmission base stations and signal amplifiers. Motorola’s home and broadcast
network products included set-top boxes, digital video recorders etc.

Motorola’s wireless telephone hand set division was a pioneer in cellular

telephones. It pioneered the “mobile phone” with DynaTAC “flip phone” with
the MicroTAC as well as the “calm phone” with SuperTAC in the mid-1990’s. It
had staged a resurgence by the mid-2000s with the RAZR, but lost the market
share in the second half of that decade. Later it focused on smart phonesusing
googles’s open-source Android mobile operating system.
 RESEARCH METHODOLOGY

Primary data ;
Primary data has been collected directly from sample respondents through
questionnaire.

Secondary data;
Secondary data has been collected from newspapers, magazines, various online sites
etc.

SAMPLING TECHNIQUE

In this study convenient sampling is used.

SAMPLE SIZE

The sample size of the study is 153 students.

AREA OF STUDY

The area of study with regards to this project is, the brands of mobile phones
preferred by the college students.

RESEARCH DESIGN

A research design is a procedure for collecting, analysing, interpreting and

reporting data in research study. In simple words it is a framework or
blueprint for conducting research. Descriptive research is used in this study
as the main objective of the study is to describe the characteristics of a
phenomenon.
 NATURE OF THE STUDY
The study is descriptive cum analytical in nature.

NATURE OF DATA

The study is undertaken with the help of both primary and secondary source of data.
SOURCE OF DATA

The primary data is collected through questionnaires and secondary data is collected
from online websites.

TOOLS OF ANALYSIS

Statistical tools used for the study include percentage analysis, statistical tables and
charts.
 DATA ANALYSIS AND INTERPRETATION

This topic contains the presentation of data collected directly from the
respondents with help of a questionnaire in the form of tables and charts and
interpretations are made on the basis of these presented data with regards to each
question.

Table 1: Classification of respondents based on gender

Gender No of respondents Percentage

Male 108 60%

Female 45 40%

Total 153 100%

60 % of the respondents are Males and 40 % are Females.

Figure 4.1 Classification of respondents based on gender

Chart Title
100

80

60

40

20

0
Male Female Total
Series 1 Series 2
Table

2 : Classification of respondents based on Graduation level

Graduation No of respondents Percentage

UG 87 57%

PG 66 43%

Total 153 100%

57 % of the respondents are UG students and 43 % of the respondents are PG students.

Chart Title
180
160
140
120
100
80
60
40
20
0
UG PG Total
No of respondents Percentage

Table 4.3 Classification of respondents basis of mobile used at present

Brands No of respondents Percentage

Samsung 08 05%
Table
iphone 54 36%
 Real me 51 33%

One plus 32 20%

Oppo 06 04%

Others 02 02%

Total 153 100%

38 % of the phones used by the respondents at present is Realme and Samsung

combined. 36 % of the respondents use iphone, the least used brand by the
respondents is 09% each Samsung and Oppo.

Figure 4.3: Classification of respondents on the basis of mobile used at present

Chart Title

80
60
40
20
Graduates
0
Iphone OnePlus samsung Realme Oppo Total

Graduates Post Graduates

4.4: Classification of respondents basis of price rane of mobile phones

Price range No of respondents Percentage

Below 5000 3 5%

5000-10000 13 13%
11000-20000 79 50%

Above 20000 59 32%

Total 153 100%

Price range of 50 % of the respondents mobile fall between 11000 and 20000.
32% of the respondents use brands which are priced above 20000. 13% of the
respondents use brands priced between 5000 and 10000.Only 5% of the
respondents use brands with price which falls below 5000.

Figure 4.4: Classification of respondents basis of price range of mobile phones

 of

Table 4.5: Classification respondents on the basis of reason for selecting the
particular brand

Reason for No of respondents Percentage

selection
Better feature 50 34%
Reasonable 42 25%
price
Better outlook 35 17%
Catchy 03 8%
advertisement
Satisfied friends 23 16%

Total 153 100%

34% of the respondents selected this particular brand regarding its features, 25%
of the respondents choose the particular brand regarding its reasonable price,17%
of the respondents selected the particular brand with regards tobetter outlook,
16% selected their phone with regards to satisfied friends, 8% ofthe respondents
selected the particular brand because of catchy advertisement.
Table 4.6

Figure 4.5 Classification of respondents on the basis of reason for selecting

the particular brand Classification of respondents basis of main purpose of
usage

Purpose of No of respondents Percentage

usage
Call 25 20%

Internet 42 22%

Songs and 11 13%

Multimedia
Camera 50 25%

Gaming 25 20%

Total 153 100%

Most of the respondents 25% use their mobile for using camera, 22% of the
respondents use their mobile for internet, Calling and Gaming constitute of each
Table of

20%, the respondents use the phones the least for Song and multimedia as it
constitute only 13% of the respondents.

Figure 4.6 Classification of respondents on the basis of main purpose of

usage

20% 20%

Call
Internet

22% Camera
25%
Gaming

13%

4.7: Classification respondents basis of duration of using thephone

Duration No of respondents Percentage

Less than 1 year 63 42%

1 to 2 years 45 25%

2 to 3 years 40 20%
 Table 4.8

More than 3 years 10 13%

Total 153 100%

From this data we can understand that 25 of our respondents are using new
phones which are less than 1 years old. 15 respondents are using phonesranging
from 1 to 2 years.

Figure 4.7: Classification of respondents basis of duration of using the phone

Classification of respondents basis of brands previously owned

Brands No of respondents Percentage

Samsung 57 30%

Redmi 50 27%

Motorola 20 10%
Table of

Oppo 10 8%

Iphone 3 5%

Others 10 20%

Total 153 100%

Most of our respondents previous used brand was Samsung constituting 30% of
the respondents, Secondly respondents most used phone was Redmi constituting
27% of the respondents, 10% of the respondents used Motorola, Oppo and Iphone
users among the respondents are 8% and 5%, 20% of the respondents use Other brands.

Figure 4.8 Classification of respondents basis of brands previously owned

Brands
20%
30%
Samsung
5%
Redmi
Motorola
Oppo
iPhone

10%
27%

4.9: Classification respondents basis of type of phone liked

Table 4.10

Types of Phone No of respondents Percentage

Flip phone 43 18%
Slide phone 30 10%
Normal smart 79 70%
Phone
Others 1 2%

Total 153 100%

70% of the respondents prefer to use normal Smart phones, 18% of the
respondents prefer to use Flip phones, 6% of the respondents prefer to use Slide
phones, and only 2% of the respondents prefer other types of phones.

Figure 4.9 Classification of respondents basis of type of phone liked

Table of

2%
18%

Flip phone
10% Slide phone

Normal smart phones

70%

Classification of respondents on the basis of design/style of

mobile phones as opposed to functionality

Opinion No of respondents Percentage

Very important 50 33%

Fairly important 86 60%

Not important 17 7%

Total 153 100%

For 60% of the respondents it is fairly important, for 33% of the respondents it
is very important, for 7% of it is not important
Table 4.12

Graph 4.10 Classification of respondents on the basis of design/style of

mobile phones as opposed to functionality

7% 0%

33%

Very important
Fairly important
Not important

60%
 Table 4.11 Classification of respondents on the basis of reason for choosinga
particular brand (smart phone)

Phon Advertise Appearance Price Function Services Brand

ment s image
e
bran
d

No % No. % No. % No. % No. % No %

.

Ipho 10 16 6 10% 1 1.6 11 18 3 5 25 41

ne
% % % % %

sams 16 26 11 18% 4 6% 12 20 10 16 7 11
ung % % % %

Red 5 8.3 6 10% 34 56. 13 21 1 1. 0 0

mi % 66 % 6
% %

moto 17 28. 15 25% 15 25 11 18 7 11 5 8.

rola % % % % %

oppo 12 20 36 60% 4 6.6 3 5 4 6. 1 1.

% % % 6 6
% %
Othe 18 30 7 11.66 16 26. 2 3. 12 20 5 8.
rs % % 66 33 % 33
% % %

total 60 60 60 60 60 60

From this table it is clear that 41% of respondents go for Iphone due to its brand
image.26% of respondents go for Samsung and 28% of respondents go for
Motorola because of its attractive advertisement.56% respondents choose Redmi
over other brand because it is more economical.60% respondents go for Oppo
because of its appearance.

Figure 4.11 Classification of respondents based on the reason for choosing a

particular brand (smart phone)

40

35

Advertisementt

30
Price
Functions
25
Service

Iphone Samsung Redmi Motorola Oppo Other

Table 4.12: Classification of respondents on the basis of size of handset
preferred

Size of handset No of respondents Percentage

Small 43 13%

Medium 65 59%

Large 45 28%

Total 153 100%

59% of the respondents prefer to have Medium sized phone, 28% prefer large sized
phones, and only 8% prefer small size phones.

Figure 4.12: Classification of respondents on the basis of size of handset

preferred

13%

28%

Small
Medium
Large
Table 4.13: Classification of respondents on the basis of favourite feature of
the respondent
Feature No of respondents Percentage

Camera 50 42%

Internet/Apps 40 20%

Social networking 35 23%

Gaming 28 15%

Total 153 100%

42% of the respondents favourite feature is Camera, 23% of the respondents

favourite feature is Social networking, 20% of the respondents favourite feature
is Internet/Apps, and 15% of the respondents favourite feature is Gaming.

Figure 4.13: Classification of respondents on the basis of favourite feature of

the respondent

15%

42% Camera

Internet/Apps
23%
Social networking

20%
Table 4.14: Classification of respondents on the basis of importance of
favourite feature
Responses No of respondents Percentage

Yes, I 26 44%
wouldn’t buy
without
this
feature

Yes, it’s rather 32 53%

Important

No, it’s not 2 3%

Really
important

Not important 0 0%

Total 153 100%

For 53% of the respondents their favourite feature is rather important, 43% of
the respondents wouldn’t be buying the phone without this feature, For 2% of
the respondents their favourite feature is not really important,

Figure 4.14: Classification of respondents on the basis of importance of

favourite feature
Table 4.15 Classification of respondents on the basis of satisfaction level of
current mobile phone

Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied

No of 20 34 5 1 0
respondents

Percentage 33% 57% 8% 2% 0%

Mean Value 4.2

From the above table 4.13 we found that the satisfaction level of the respondents
regarding their current mobile phone is High (mean score is 4.2)

Figure 4.15 Classification of respondents on the basis of satisfaction level of

current mobile phone
 1.70%

8.30%

1(not satisfied)
33.30%

5(extremely satisfied
34%

Table 4.16: Classification of respondents on the basis of probability to change

to new model
Probability No of respondents Percentage

Yes 69 32%

No 69 32%

Not sure 15 36%

Total 153 100%

36% of the respondents are not sure about changing their existing model to a new
one, 32% of the respondents are sure about them changing to a new model,32%
of the respondents will not be changing their existing model at all,
Figure 4.16: Classification of respondents on the basis of profitability to
change to new model

Table 4.17 : Table showing classification of respondents based on their

opinion of which brand has the best operating system.

Phone brand Number of respondents Percentage of

respondents

Iphone 53 32.2%

Oppo 12 11.29%

Samsung 04 10%

Realme 51 16.12%

Others 33 16.12%

32.2 % of respondents have given that iPhone has the best operating system, for
10% it is Samsung, Realme, and others not given brands are given by 10%
respondents each.
Figure 4.17: Classification of respondents based on their opinion of which brand
has the best operating system.

16.12%

32.20% Iphone

Oppo
16.12%
Samsung
Redmi

11.29%
24.19%
Findings
Most of the respondents are male.
Most of the respondents are Under graduate students.
Present mobile phone brands used by the respondents at the present are
Samsung and Redmi.
Respondents preferred price range of the mobile phone is 11000-20000.
Majority of the respondents consider the phones feature before buying.
Respondents use their mobile phones mostly for taking pictures or
recording video.
Respondents duration of use of their current phone is less than 1 year.
The brand owned previously by most of the respondents was iPhone &
Realme.
Respondents prefer to use normal smart phone over any other type of
phones.
Most of the respondents give fair importance to design and style of
mobile phones.
Respondents choose iPhone because of its brand image, Oneplus
because of advertisement, Realme because of price, Oppo because of
appearance.
The most preferred size of handset by the respondents is medium.
Camera is the respondents favourite feature.
Most of the respondents opinion is that, this feature is rather important
The respondents are highly satisfied with their current phone.
Majority of the respondents are of the opinion that iPhone has the best operating
system.
 RECOMMENDATION

The brands need to focus more on brand image of the product and the
quality to enhance sales of the branded mobile product.
Better features are the most important factors so the companies need to
focus on it more.
Teenagers and youth segment in the mobile market plays a major role in
influencing other customers.
Teenagers and youth customers motivation on buying a particular brand
is based on the features of the phone.
There is no relationship between mobile phone brand and time period of
mobile phone usage.
More creative ways of advertising must be used to create better
awareness among various segments of the society regarding the branded
products.
 Conclusion

The study examines the brand preference of mobile phones among college
students. It reveals the brand of mobile phone mostly preferred by the college
students. The survey questionnaire was prepared and distributed among 153
respondents and received 153 responses. It includes both UG and PG
students. Samsung, iPhone, Realme, One plus and Oppo are the
commonmobile phone brands used by the respondents. They prefer to use
normal smartphone with medium size. The most liked feature of the mobile
phoneis camera. The respondents are highly satisfied with their current
mobile phone and they are not sure about changing their existing phone.
 BIBLIOGRAPHY

BOOKS:

Ramaswamy V.S -Marketing Management, Macmillian India Ltd.

Kothari C.R -Research Methodology, New age international
Publishers Damodaran P.A - Business Research Methods, Excel
Publication.

JOURNALS:
S. Shahzad Khan (2013) “ Investigating the factors affecting youthbrand
choice for mobile phone purchase – a study of private universities students
of Peshawar”, Management and marketing challenges for the knowledge
society, Vol.8, No.2, 369-384.
Sata, Mesay (2013). “Factors Affecting Consumer Buying Behavior of
Mobile phone Devices”. Mediterranean Journal of Social science Vol.4
No.12, 103-112.
K. Kulshreshtha, V Thripathi and N Bajpai (2017), Impact of Brand Cues
on Young Consumer’s Preference for Mobile phones: A Conjoint
Analysis and Stimulation Modeling, Journal of Creative Communications
12(3), 205-222.
Karjaluoto, H., Svento, R., Pietila, M. and Pakola, J. (2005), “An
investigation of consumer behavior in mobile phone markets in Finland”,
International Conference on Multimedia Technology, Jeju Islands, South
Korea, 16-18.
Phillips, P.L. (1998), “Buying a Brand: What You Can’t See Can Hurt
You”, Design Management Journal, Vol.9, No.1, 43-46.
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 REFERENCE

https://www.wikipedia.org/
https://www.trai.gov.in/
https://en.wikipedia.org/wiki/IPhone
https://en.wikipedia.org/wiki/Samsung
https://en.wikipedia.org/wiki/Redmi
https://en.wikipedia.org/wiki/Oppo
https://en.wikipedia.org/wiki/Motorola

https://www.researchgate.net/publication/340592712_Brand_Preference
_of_Mobile_Phones_among_Amaravati_region_College_Students_-
A_case_study
 ANNEXURE
A STUDY ON BRAND PREFERENCE OF MOBILE PHONES
AMONG GRADUATES AND POST GRADUATES.

We are doing our project based on the topic “AStudy on Brand Preference of
Mobile phones Among College Students”. So kindly spare some time for us to
complete our survey.

Your response to this survey is strictly confidential and only for academic
purpose.

1) Name of the respondent:

2) Gender
a. Male
b. Female
c. Prefer not to say
3) Course a. UG
b. PG
4) Which mobile are you using at present
a. iPhone
b. Samsung
c. Redmi
d. Motorola
e. Oppo
f. Other
5) In what price range does your mobile phone fall
a. Below 5000
b. 5000-10000
c. 11000-20000
d. Above 20000
6) Why did you choose this brand over others
a. Better features
b. Reasonable price
c. Better outlook
d. Catchy advertisement
e. Satisfied friends
f. Other
7) For what purpose do you use your mobile mostly
a. Call
 b. Internet
c. Songs & Multimedia
d. Camera
e. Gaming
8) How long you are using this current phone
a. Less than 1 year
b. 1 to 2 years
c. 2 to 3 years
d. More than 3 years
9) What brand of phone did you previously owned
a. iPhone
b. Samsung
c. Redmi
d. Motorola
e. Oppo
f. Others
10) What type of phone do you like have
a. Flip phone
b. Slide phone
c. Normal Smart phone
d. Others
11) What is your favorite mobile phone brand
a. iPhone
b. Samsung
c. Redmi
d. Motorola
e. Oppo
f. Others
12) Why did you like the brand you choose as your favorite one
a. Advertisement
b. Appearance
c. Price
d. Functions
e. Service
f. Brand image
13) In your opinion what is the important attribute of your mobile
a. Touchpad
b. Bluetooth
c. Camera
d. Memory
e. Large memory
f. Long lasting battery
g. Latest software
14) How important is the design/style of mobile phone to you as opposed to
functionality
a. Very important
b. Fairly important
c. Not important
15) What size of handset would you prefer
a. Small
b. Medium
c. Large
16) Which of these is your favorite feature
a. Camera
b. Internet browsing/ Apps
c. Social networking
d. Gaming
17) Do you consider this feature to be as important part of mobile phones.
a. Yes, I will not buy without this feature
b. Yes, it is rather important
c. No, it is not really important
d. No, it is not important at all
18) How satisfied are you with your mobile brand.
Not extremely satisfied 1 2 3 4 5 Extremely satisfied
19) Do you like to change the model, if a latest model arrives in the market.
a. Yes
b. No
c. Not sure
20) Which phone according to you have the best operating system.
a. iPhone
b. Samsung
c. Redmi
d. Motorola

e. Oppo
f. Others