Acknowl

edgement
:-
Thesatisfacti
onthataccompani esthatt
hesuccessf ulcomplet
ionofany
taskwouldbei ncompl etewi t
houtt hement i
onofpeopl ewhoseceasel ess
cooperati
onmadei tpossible,
whoseconst antguidanceandencour agement
crownal leff
ortswi t
hsuccess. Nosi gnifi
cantachiev ementcanbeasol o
perfor
mance, especial
lywheni tcomest oprepari
ngapr ojectofthi
snature.
Thisproj
ecthasbynomeansanex cepti
on. I
beli
evethati fi
twerenotforthe
support,
confidenceandencour agement ofmanypeopl e,t
hisrepor
twouldlook
muchdi f
ferentthanit
doest oday.

Wear egrat
efult
oourpr
oject
gui
dePr of
.Mr.DIPAKKUMARNATHf ort
he
guidance,inspir
ati
on andconstr
uct
ive suggesti
ons t
hathel
pfulusi
nthe
preparat
ionofthi
sproj
ect.

Wet aket hisoppor tunityt oex pressmydeepsenseof grati

tudet oall our
fri
endsandseni ors whohel ped andgui demet ocompl etet hisproj ect
successf ull
y. Iamhi ghlygr atefulandi ndebt edtoour ProjectguidePr of.DIPAK
KUMARNATHt heirex cellentandex per
tgui dancehel psust ocompl etet he
projectrepor t.
Imostr espect full
yacknowl edgemydeepsenseofgr atit
udet omyhumbl e
teacher ,headof thedepar t
mentof thecommer ce, whohasal sogi venmehi s
sympat hies,encour agement sandv aluablesuggest ionsduringmy 6cour seof
study .
Itisgr eatpl easur et oex pressmyi nept nesst omyr espect edt eacher s
associ atedi nt hedepar tmentof commer cewhohav eenrichedmyacademi c
knowl edgeandout l
ooks.
Iam al sogr atefult ot her el
at edst affsoft hel i
braryandof fi
ceofour
college f orpr ov i
ding cont inuous ser vice suppl yi
ng v ari
ous dat esand
i
nf ormat ionnecessar yf ormypr ojectwor k. I
amal sogratefultoour college’ s
l
ibrariansandr el
at edst aff
sf ortheirval uableco- operati
ons whi chwer e
necessar ytof ulfil
lmypr ojectwor k.
Weal sot hankourcol leagueswhohav ehel pedi nsuccessf ulcompl et ion
ofthepr oject.

Name:
koushi
kjana
Dat
e: Cal
cut
taUni
ver
sit
yRol
lNo:
-201425-
21-
0021

Page-
1
 Cal
cut
taUni
ver
sit
yRegNo:
- 425-
1111-
0951-
20

SUPERVI
SOR’
SCERTI
FICATE

Thi
sist
ocer
ti
fi
cat
etheKoushI
kjana atast
udentofB.
com Honour
sin
Account
ing&Fi
nanceofULUBERI
ACOLLEGEundert
heUni
ver
sit
yofCal
cut
ta
haswor
kedundermysuper
visi
onandgui
dancef
orherPr
ojectwor
kand
Pr
epar
edofPr
ojectRepor
twi
tht
het
it
le“STUDYOFTHECONSUMER
BEHAVI
ORFORPURCHASI
NGMOBI
LEHANDSETS”
.Whi
chshei
s
submi
tt
ingi
shergenui
neandor
igi
nal
wor
ktot
hebestofmyknowl
edge.

Pl
ace:

Dat
e:

Name:Pr
of.
DipakKumarNat
h

Nameoft
heCol
l
ege:
Uluber
iaCol
l
ege

Desnat
ion:

Page-
2
 STUDENT’
SDECLARATI
ON
I
her
ebyDecl
aret
hatt
hepr
ojectwor
kwi
tht
heTi
tl
eSTUDYOFTHECONSUMER
BEHAVI
OR FORPURCHASI
NG MOBI
LEHANDSETS.
Submi
tt
edbymet
ert
he
par
ti
alf
ulf
il
lmentof
thedegr
eeof
B.Com.
Honour
sinAccount
ing&Fi
nanceunder
t
heUni
ver
sit
yof
Cal
cut
tai
smyor
igi
nal
wor
kandhasnot
beensubmi
tt
edear
li
ert
o
anyot
herUni
ver
sit
y/I
nst
it
uti
onf
ort
hef
ulf
il
lmentoft
her
equi
rement
sforany
cour
seof
study
.

I
alsodecl
aret
hatnochapt
eroft
hismanuscr
ipt i
nwhol
eorpar
thasbeen
i
ncor
por
atei
nthi
srepor
tfr
omanyear
li
erwor
kdonebyme.
Howev
er,
ext
ract
sof
anyl
i
ter
atear
ewhi
chhasbeenusedf
ort
hisr
epor
thasbeendul
yacknowl
edged
pr
ovi
ngdet
ail
sof
suchl
i
ter
atur
eint
her
efer
ences.

Pl
ace: Si
gnat
ure

Dat
e: Name: KoushikJana
Address :Vil
l–Kankt ya
P. O–Nonakur iBaz ar,
P.S–Taml uk
Dist–Pur baMedi ni
pur
Pin-721172
Registrat
ionNo
-
425-1111-0951-20
col
legeRollNo
-
20-ACCA-0059
Univer
sit
yRollNo
-
201425-21-0021

Page-
3
Page-
4
 I
NDEX

Cont
ent
s Page
No.

Chapt
ersTi
tl
e:

1.I
NTRODUCTI
ON 05

I
.OBJECTI
VEOFTHESTUDY 06

I
I. METHODOLOGY 06-07

I
II
. LI
MITATI
ONOFSTUDY 08

I
V.RELATEDLI
TERATUREREVI
EW 09-11

2.CONCEPTUALFRAMEWORK/

NATI
ONALANDI
NTERNATI
ONALSCENARI
O 11-14

3.PRESENTATI
ONOFDATA,
ANALYSI
SANDFI
NDI
NGS 15-19

4.CONCLUSI
ONANDRECOMMENDATI
ONS 20

5.BI
BLI
OGRAPHYANDREFERRENCES 24

6.ANNEXURES:
QUESTI
ONNAI
RES 25-28

Page-
5
 1.I
NTRODUCTI
ON
Thet i
tleoft hest udyi s“ Studyoft heconsumerbehav iorf orpur chasing
Mobi leHandset s-
inmechedat own.”Int
oday’sscenariomobi learevast usedin
ex changeofi nfor
mat ionbecomest henecessityoflif
et oacommonman. In
moder nwoul dasi ndivi
dualt endst ocommuni cateany thingt oev ery
thingt i
ght
fromt hepl acewher eheor shest ands.Evenwhi l
eridi
ngav ehicleheor shewant s
tocommuni cate wi t
hinaf ract i
on ofsecond wi thclearv oice, wi
thoutany
distur bance. Customerwant smor efacil
i
t yi
nmobi l
eli
keSMS, design,durabil
ity,
sound, qualit
y, di
splay,camer a,musi c,multi
medi a,i
nt ernet, di
scountpr i
ce,
av ailabili
tyetc.Todayt hemobi lehandsetcompanygr owt hhasbeenex cell
ent .
DaybyDaymanynew- at
tract i
veschemespr ovideaddi t
ional, addf ewnew
feat urest oex isti
ngones, reducet hepriceofmobi l
e, introducev ari
et i
esof
handsetmodel saheal thycompet iti
ont hatbenefi
tssubscr i
ber shencei nthis
cont ex t. I
tisimpor tantt ost udywhi chshapet heconsumer s mi nddur i
ng
pur chasi ngthenewmobi l
ehandset s.

Peoplein mecheda,underPur baMedinipurdist

ri
ct,W.B.arebecomingbusy
daybydayandmor eprofessionalt
hanpr evi
ous.Theyneedt osharemor e
i
nformationtoeachotherbecausedemogr aphyhaschangedduet ot heera
ofglobali
zati
on.Mobil
ephonehasi ntr
oducedat remendouschangei nthe
communi cati
onsectori
nourcount ry.I
thaschangedt hecommunication
str
ucturealso.Peopl
einvariousoccupationsandi ncomelevel
sareusi ng
mobilephonei nt
ensi
vel
yf orthei
roccupat i
onalpurposeandpersonal
purposeaswel l.

I
nthissi
tuat
ionIsel
ectmy“Pr
oject
”on“
Studyoftheconsumerbehav
iorf
or
pur
chasi
ngMobi l
eHandset
s-i
nMechedat own.
”

Page-
6
.OBJECTI
I VEOFTHESTUDY:
-
1.To f
ind t
heat
tri
but
eswhi
ch i
nfl
uenced t
hecust
omer
sin sel
ect
ing
par
ti
cul
arMobi
l
ehandset
s?
2.ToSt
udyt
heconsumer
’sbehav
iort
owar
dssel
ect
ingofapar
ti
cul
ar
mobi
l
efr
om di
ff
erentmobi
l
ehandset
s.
3.Toknowspeci
fi
caspect
srel
atedt
othebuy
ingbehav
ioroft
hemobi
l
e
user
s.
4.Toknowt
heconsumerpr
efer
encesandchoi
ces.
5.Toknowt
hepot
ent
ialoft
hemar
ketandexpandi
ntonewmar
ket
sand
busi
ness.
I
I.METHODOLOGY:
-
a)Thear
eaoft
hest
udy–Ihav
est
udi
edunder MechedaTOWN.
b)Ty
pe of St
udy
: STUDY OF THE CONSUMER BEHAVI
OR FOR
PURCHASI
NGMOBI
LEHANDSETSt
oknow t
heconsumerpr
efer
ences
andchoi
ces.
c)Tool
sfordat
acol
l
ect
ion:-Ihav
ecol
l
ect
edt
hepr
imar
ydat
afr
om 100
peopl
efr
om mecheda andsecondar
y dat
afr
om di
ff
erentj
our
nal,
Newspaper
andI
nter
net
.
Met
hodofanal
ysi
s:-Formypr
ojectIusedbot
hpr
imar
yandsecondar
y
dat
a.Pr
imar
ydat
aar
ecol
l
ect
edf
rom 100mobi
l
euserofdi
ff
erentageand
i
ncomei
nMechedat
hroughpr
operquest
ioner
sandi
nter
view.
Secondar
ydat
a
ar
ecol
l
ect
edf
rom j
our
nal,
book,
andwebsi
te.
Formyanal
ysi
sIusedsi
mpl
e
st
ati
sti
calt
ool
suchast
abl
e,char
t,et
c.Thi
sst
udyuseddi
ff
erentmet
hods,
and
met
hodol
ogy ex
plai
ns t
hepr
ocess ofr
esear
ch,
desi
gn,
met
hods ofdat
a
col
l
ect
ion,
sampl
esel
ect
ion,
andway
sofanal
yzi
ngt
hedat
a.Resear
chi
san
i
ntensi
veact
ivi
tyt
hat
isbasedont
hewor
kof
other
sandgener
ati
ngnewi
deast
o
pur
suenewquest
ionsandanswer
s.

Page-
7
Themai
npur
poseoft
hispaperwast
oident
if
yther
oleandt
hei
mpactoft
he
packagi
ngel
ement
sont
heconsumerbuy
ingbehav
ior
.Thebuy
erbehav
iorof
consumer
sisadependentv
ari
abl
ethati
sinf
luencedbyt
hei
ndependent
v
ari
abl
esusedi
nthest
udy
.Thepaperusedbot
hty
pesofdat
a,pr
imar
yand
secondar
y. The pr
imar
y dat
a was col
l
ect
ed t
hrough a st
ruct
ured
quest
ionnai
re.Wher
eas,
secondar
ydat
awascol
l
ect
edf
rom books,
text
books,
onl
i
near
ti
cles,
jour
nal
s,et
c.
Thi
sst
udycol
l
ect
eddat
afr
om r
espondent
susi
ngast
ruct
uredquest
ionnai
re
i
nor
dert
ofi
ndoutt
hepackagi
ngel
ement
sthathav
eani
mpactont
he
buy
ingbehav
iorofcust
omer
s.Thest
ati
sti
cal
tool
sSPSSandExcel
wer
e
usedf
ordat
aanal
ysi
s.

I
II
)Li
mit
ati
onoft
heSt
udy
:-
.
Due t
o money and t
ime const
rai
n dat
a ar
e col
l
ect
ed f
rom t
he 100
r
espondent
sonl
y.Thi
sst
udyi
sconduct
edt
oknow aboutt
heper
cept
ion
aboutt
hesel
ect
edi
temsofquest
ionnai
re.Fur
therst
udi
escanbedonet
o
know t
heper
cept
ionaboutt
hev
ari
ousot
herf
act
orswhi
chmayaf
fectt
he
per
cept
ionof“
STUDY OFTheCONSUMER BEHAVI
OR FOR PURCHASI
NG
MOBI
LEHANDSETS”
.
Thi
sst
udyhasbeenconduct
edonl
yin“
Mecheda”
areai
nPur
baMedi
nipur
,I
ndi
a.
Ther
esul
toft
hesame,
ifconduct
ed i
not
hert
hroughoutt
hecount
rymaybe
v
ari
ousbecausei
ti
sasubj
ect
iveappr
oacht
oknowt
hecust
omer
s’opi
nions’
r
elat
ingt
othesat
isf
act
ionabout
theser
vicesof
mobi
l
eshandset
.Indi
aisoneof
t
hepopul
i
st count
ri
es i
nthewor
ld hav
ing di
ff
erence geogr
aphi
cal
l
y ,
economi
cal
l
y,soci
all
y,andcul
tur
all
y.Sot
heper
cept
ionsof
sat
isf
act
ionsof
the
cust
omer
srel
ati
ngt
otheser
vicesofmobi
l
esi
tsmaybedi
ff
erentaspert
hei
r
ex
pect
ati
on.
a)Fr
om t
heabov
est
udywecanmeasur
eexpect
edv
aluesnoti
nact
ual

Page-
8
 v
alues.
b)Si
nce pr
ojecti
s made on pr
imar
y dat
a as wel
las secondar
y dat
a
secondar
ydat
a&whi
chmaybechangesf
rom t
imet
oti
me.
c)I
tist
ooshor
toft
ime.
d)Asmal
lsampl
esi
zeof100consumer
s.
e)Thescopeoft
hepr
ojecti
sli
mit
edt
otheMecheda.Sowecan’
tsay
t
hat
samer
esponsewi
l
lex
istt
houghti
nIndi
a.

V.R
I ELATEDLI
TERATUREREVI
EW :
-

Rur
alI
ndi
aisexpect
edt
ofuelt
hegr
owt
hinmobi
l
ephoneser
vicesi
nthe
comi
ng y
ear
s.Mobi
l
ity
,accessi
bil
i
tyand conv
eni
ence ofcommuni
cat
ion
Hav
emadei
tanunav
oidabl
epar
tofl
i
fe.AsI
ndi
aisst
il
lst
ruggl
i
ngf
or
smot
heri
nfr
ast
ruct
ure,mobi
l
ephonescanbeusedt
odel
i
vercont
ent
sand
ser
vices t
hatcan hel
p cul
ti
vat
eincl
usi
ve gr
owt
hinI
ndi
a by di
git
all
y
empower
ingci
ti
zensacr
ossal
lcr
osssect
ionsofsoci
ety
,bot
hur
banand
r
ural
.Thenextmammot
hgr
owt
hinsubscr
ipt
ionswi
l
lcomef
rom semi
-ur
ban
and r
uralar
eas.The r
uralsegment ser
vices an benef
it sel
l
ing and
pr
ocur
ementofi
nfor
mat
ionandsuppor
tforf
arm commodi
ti
es,educat
ion
f
armi
ngcommuni
tyonbestpr
act
ices,
del
i
ver
yofheal
thcar
eandeducat
iont
o
r
emot
evi
l
lagev
iat
hemobi
l
eser
vices.I
ncr
easi
ngawar
enessofeducat
ioni
n
I
ndi
abr
ingmanyr
uraly
out
htonear
byt
ownst
opur
suet
hei
rst
udi
es.Past
r
esear
chr
elat
edt
omobi
l
ephoneusager
eveal
sthatmobi
l
eusagepat
ter
n
v
ari
esf
rom onegr
oupt
oanot
her
.Hence,
byconsi
der
ingt
hesei
ssuesr
elat
ing
t
otheusagepat
ter
nofdi
ff
erentage–gr
oups,
resear
cher
shav
eat
tempt
edt
o
car
ryoutast
udyofr
uraly
out
hswho ar
epur
sui
ng gr
aduat
ion ei
theri
n
management(Bachel
orofBusi
nessAdmi
nist
rat
ion)orcomput
ersci
ence

Page-
9
(Bachel
orofComput
erAppl
i
cat
ions)f
rom anadj
acentt
ownnamedPur
ba
Medi
nipur i
n West
BengalSt
ate(
Indi
a).Mobi
l
ity
,user
-f
ri
endl
i
ness and
conv
eni
enceofcommuni
cat
ionhav
emademobi
l
ephoneani
ntegr
alpar
tof
humanl
i
fe.Pastr
esear
chr
elat
edt
omobi
l
ephoner
eveal
sthatmobi
l
eusage
apat
ter
nvar
iesf
rom onegr
oupt
oanot
her
.Hence,byconsi
der
ingt
hese
i
ssuesr
elat
ingt
otheusagepat
ter
nofdi
ff
erentage-
groups,
resear
cher
shav
e
at
tempt
ed t
o car
ry out
-an expl
orat
ory st
udy ofr
uraly
out
hs Pur
sui
ng
gr
aduat
ionf
rom educat
ionalI
nst
it
uti
onsl
ocat
ed i
nanear
byt
ownPur
ba
Medi
nipuri
nWestBengal
Stat
e(I
ndi
a).Opi
nionsofst
udent
sregar
dingv
ari
ous
br
andsofmobi
l
ehandset
s,mobi
l
eoper
ator
sandf
unct
ionsofmobi
l
ephones
ar
ebei
ng i
nvest
igat
ed i
nthi
spaper
.Thepaperemphasi
zesondi
ff
erent
i
nfl
uent
ialf
act
orsaf
fect
ingmobi
l
epur
chase.I
fdi
ff
erentr
uralsegment
sar
e
sy
stemat
ical
l
y st
udi
ed and anal
ysed,or
gani
zat
ions wi
l
li
ng t
o ent
ert
he
emer
gingr
uralmar
ketwi
l
lbeabl
etopr
omot
ethei
rpr
oduct
sandser
vicesi
na
much bet
termannerl
eadi
ng t
o hi
ghercust
omersat
isf
act
ion and i
n an
i
ncr
easedmar
ketsi
ze.Rur
alI
ndi
aisexpect
edt
ofuelt
hegr
owt
hinmobi
l
e
phoneser
vicesi
nthecomi
ngy
ear
s.Mobi
l
ity
,accessi
bil
i
tyandconv
eni
ence
ofcommuni
cat
ionhav
emadei
tanunav
oidabl
epar
tofl
i
fe.AsI
ndi
aisst
il
l
st
ruggl
i
ngf
orsmot
heri
nfr
ast
ruct
ure,mobi
l
ephonescanbeusedt
odel
i
ver
cont
entandser
vicest
hatcanhel
pcul
ti
vat
eincl
usi
vegr
owt
hinI
ndi
aby
di
git
all
yempower
ingci
ti
zensacr
ossal
lcr
oss-
sect
ionsofsoci
ety
,bot
hur
ban
andr
ural
.Thenextmammot
hgr
owt
hinsubscr
ipt
ionwi
l
lcomef
rom semi
-
ur
banandr
uralar
eas.Ther
uralsegmentser
vicescanbenef
itsel
l
ingand
pr
ocur
ementofi
nfor
mat
ionandsuppor
tforf
arm commodi
ti
es,educat
ing
f
armi
ngcommuni
tyonbestpr
act
ices,del
i
ver
yofheal
thcar
eandeducat
ion
t
oremot
evi
l
lagev
iat
hemobi
l
eser
vices.I
ncr
easi
ngawar
enessofeducat
ion
i
nIndi
abr
ingmanyr
uraly
out
htonear
byt
ownst
opur
suet
hei
rst
udi
es.Past
r
esear
chr
elat
edt
omobi
l
ephoneusager
eveal
sthatmobi
l
eusagepat
ter
n
v
ari
esf
rom onegr
oupt
oanot
her
.Hencebyconsi
der
ingt
hesei
ssuesr
elat
ing

Page-
10
t
otheusagepat
ter
nofdi
ff
erentage-
groups,r
esear
cher
shav
eat
tempt
edt
o
car
ryoutast
udyofr
uraly
out
hswho ar
epur
sui
ng gr
aduat
ing ei
theri
n
management(
Bachel
orofBusi
nessAdmi
nist
rat
ion)orComput
ersci
ence
(
Bachel
orofComput
erAppl
i
cat
ions)f
rom anadj
acentt
ownnamedPur
ba
Medi
nipuri
nWestBengal
Stat
e(I
ndi
a).

2.CONCEPTUALFRAMEWORK/NATI
ONAL
&I
NTERNATI
ONALSCENARI
O

ABOUTSOMEMOBI
LECOMPANI
ES

Bel
ow Iam discussi
ng some i
nformat
ion aboutsome mobi
l
e
compani
es,
whichIhav
etakenformypr
ojectwor
k–

SAMSUNG:
-Iti
saSout
h Kor
eancompany
.Theheadquar
ter
edsi
tuat
edi
n
SamsungTown,Seoul
.I
tcompr
isesnumer
ousaf
fi
li
atedbusi
ness,mostof
t
hem undert
heSamsungbr
and.Samsungwasf
oundedbyLeeBy
ung-
chuli
n
1938asat
rendi
ngcompany
.Samsungent
eredt
heel
ect
roni
cindust
ryi
nthe
1960.Samsungwassepar
atedi
ntof
ourbusi
nessgr
oups–SamsungGr
oup,
Shi
nsegae Gr
oup,CJ Gr
oup and HansolGr
oup.I
ts mobi
l
e phones and
semi
conduct
orshav
ebecomei
tsmosti
mpor
tantsour
ceofi
ncome.Asof

Page-
11
2023,
Samsunghast
he1sthi
gestgl
obal
brandv
alue.

SONY:
- Sony Mobi
l
e Comuni
cat
ions I
nc. i
s a mul
ti
nat
ional
t
elecommuni
cat
ionscompanyf
oundedonOct
ober1,2001asaj
ointv
ent
ure
bet
weenSonyandEr
icsson.I
tsheadquar
ter
edi
nToky
o,Japanandwhol
l
y
ownedbySony
.Itwasor
igi
nal
l
yincor
por
atedasSonyEr
icsson,unt
ilSony
acqui
redEr
icsson’
sshar
eint
hev
ent
ureonFebr
uar
y16,
2012.
SonyEr
icsson’
s
st
rat
egy was t
orel
ease new model
s capabl
e of di
git
alphot
ogr
aphy
downl
oadi
ngs,
viewi
ngv
ideocl
i
ps.

MI
CROMAX:
- Mi
cromax i
s an I
ndi
an Consumer El
ect
roni
cs company
headquar
ter
ed i
n Gur
gaon,Har
yana.Thi
s companywas i
ncor
por
ated as
Mi
cromaxI
nfor
mat
icsLt
d.On29Mar
ch2000.Thecompanywasest
abl
i
shed
asanI
TSof
twar
ecompanyoper
ati
ngi
ntheEmbeddedDev
icesDomai
n.I
t
l
aterent
ered i
nthe Mobi
l
e Handsetbusi
ness.I
tst
art
ed sel
l
ing mobi
l
es
t
elephonesi
n2008,f
ocusi
ngonl
ow pr
ici
ngt
ocompet
ewi
thi
nter
nat
ional
br
ands.Micr
omaxl
aunchedX1i,
itsf
ir
stt
elephonewit
hamonth-
longbat
ter
yback
-
up.TheCompanyi
sanoff
ici
alWindowsphone8.1hardwar
epar
tner.

MOTOROLA:
- Mot
orol
a, I
nc. was an Amer
ican Mul
ti
nat
ional
Tel
ecommuni
cat
ionscompanyf
oundedonSept
ember25,1928,basedi
n
Schaumbur
g,I
ll
i
noi
s.Af
terhav
ingl
ost$4.
3bi
l
li
onf
rom 2007t
o2009,t
he
companywasdi
vi
dedi
ntot
woi
ndependentpubl
i
ccompani
es,Mot
orol
a
Mobi
l
ityandMot
orol
aSol
uti
onsonJanuar
y4,2011.
Mot
orol
aSol
uti
onsi
s
gener
all
yconsi
der
ed t
o be t
he di
rectsuccessort
o Mot
orol
a,as t
he
r
eor
gani
zat
ion was st
ruct
ured wi
th Mot
orol
a Mobi
l
itybei
ng spun of
f.
Mot
orol
aMobi
l
itywassol
dto‘
Googl
e’i
n2012,
andacqui
redby‘
Lenov
o’i
n

Page-
12
2014.

ONEE:
GI -Gi
onee Communi
cat
ion Equi
pmentCo.l
td.Was f
ounded i
n
Sept
ember2002byLi
uLi
rong.I
tiaahi
gh-
techent
erpr
iset
hatf
ocuson
R&D,pr
oduct
ion and sal
e ofcel
l
uermobi
l
e dev
ices.I
n 2005,Gi
onee
obt
ained t
he GSM and CDMA mobi
l
e phone pr
oduct
ion l
i
cense.I
ts
headquar
ter
cov
eri
nganar
eaof
500acr
esat
theGi
oneeI
ndust
ri
alPar
k.

REDMI
:-Redmii
sabudgetsmar
tphonel
i
nemanuf
act
uredby“
Xiaomi
”,
t
hatwasf
ir
stannouncedi
nJul
y2013.Redmiphonesuset
heXi
aomiMI
UI
oper
ati
ngsy
stem,av
ari
antofAndr
oid.Model
scanbedi
vi
dedi
ntor
egul
ar
‘
RedMi
’phoneswi
thascr
eenusual
l
yupt
o5”and‘
RedMi
’Not
eser
ieswi
th
di
spl
aysexceedi
ng5”
.Onl
yphonesbesi
dest
heset
woser
iesi
sRedmiPr
o,
f
ir
sti
ntr
oducedi
n2016wi
thDualCamer
asy
stem,USB-
CandUni
quef
or
Xi
aomidev
ices OLED di
spl
ay.Redmiphones hav
e been mar
ket
ed i
n
sev
eralAsi
anandEur
opeancount
ri
es.Themostsi
gni
fi
cantdi
ff
erence
f
rom ot
herXi
aomismar
tphonesi
sthati
tusesl
ess-
expensi
vecomponent
s
andt
husi
smor
ecost
-ef
fect
ive.

OPPO:
-Oppo El
ect
roni
csCor
p.(
commonl
yref
err
ed t
o asOPPO)i
sa
Chi
nese consumerel
ect
roni
cs and mobi
l
e communi
cat
ion company
.
OPPO’
smaj
orpr
oductl
i
nesi
ncl
udesmar
tphones,Bl
u-r
aypl
ayer
sand
ot
herel
ect
roni
csdev
ices.Thebr
andnameOPPOwasr
egi
ster
edi
nChi
na
i
n2001andl
aunchedi
n2004.
Thenameoft
hef
ounderi
sCHENMi
ngy
ong.
I
tsheadquar
ter
edsi
tuat
edi
nDongguan,Guangdong,Chi
na.OPPOi
snow
knownpr
imar
il
yfori
tssmar
tphones,
mai
nlyt
arget
ingy
oungerconsumer
s.
Accor
dingt
oIDCr
epor
t,i
twasr
ankedast
henumber5smar
tphonebr
and
wor
ldwi
dei
n2023andwast
het
opsmar
tphonebr
andi
nChi
na.

Page-
13
 VI
VO:
-Vi
voi
saChi
neset
echnol
ogycompanyt
hatdesi
gns,dev
elops,and
manuf
act
ures smar
tphones,smar
tphones accessor
ies,sof
twar
e,and
onl
i
neser
vices.I
twasf
oundedi
n2009i
nDongguan,Guangdong,Chi
na.
Thebr
andusesHi
-Fichi
psi
nit
ssmar
tphones.Sof
twar
edev
elopedbyt
he
companyi
ncl
udest
heVi
voappst
ore,
iManager,
andapr
opr
iet
aryAndr
oid-
basedoper
ati
ngsy
stem cal
l
ed‘
Funt
ouchOS’
.Vi
voj
oinedt
her
ankoft
he
t
op6t
hsmar
tphonemaker
sint
hef
ir
stquar
terof
2023wi
thagl
obal
mar
ket
shar
eof
8%.

Consumerbehavi
orhasbeenr
efer
redt
oas“
allt
hepsy
chol
ogi
cal
,soci
al
andphy sicalbehavi
orofal lpotentialconsumer sast heybecomeawar eof,
ev al
uate,purchase,consumeandt ellothersaboutproductsandser vi
ces”
Al lt
hef i
rmshav estartedconsi deri
ng‘ customer’ast heki ngor‘ queen’.
Interesti
ngly,aft
erthel i
ber ali
zati
onofI ndia’economy ,themar ketplaceis
floodedwi t
hmanynew pl ayersincludingt hehostofMNCsr esul
ti
ngi nthe
av ai
labil
i
tyofmor enumberofbr andsi nev er
ysegmentof t hemar ket.On
accountoft hi
sconsumerhasst ar t
edbei ngchoosyaboutwhatt obuy .Thus
allfi
rmsar ebecomingnotonl ycust omerf ocusedbutar ealsotryi
ngtobui l
d
relat
ionshi pwiththem.Thi si sdonebycont i
nuousl
yupdat i
ngknowl edge,
i
nf ormation,and under standing oft he customerneeds per cepti
ons,and
expect at
ions.
Concept
s:

1)Hav
ingabet
terunder
standi
ngofconsumerbehav
iorwi
l
lhel
pthef
ir
m
t
obecomebet
tert
hant
hei
rcompet
it
ors.
2)Onunder
standi
ngconsumerbehav
iorf
ir
m wi
l
lbeabl
etopr
edi
ctt
he
consumerper
cept
ionsandaccept
anceoft
hei
rvar
iousi
nfor
mat
ional
andenv
ironment
alcuesandt
huspl
ant
hei
rmar
ket
ingpr
ogr
amsor
st
rat
egi
esaccor
dingl
y.
3)Onunder
standi
ngconsumerbehav
iorf
ir
m wi
l
lbeabl
etopr
edi
ctt
he
consumersat
isf
act
ionl
evel
.

Page-
14
 (
a)Whatiscustomersat
isfact
ion?
Customersatisf
acti
on ref
erst o how sati
sfi
ed cust
omers ar
e wi
ththe
productsorservi
cestheyr ecei
vef r
om apar t
icul
aragency
.Thelev
elof
sati
sfact
ionisdetermi
ned notonl ybyt hequali
tyand t
ypeofcust
omer
experi
encebutal
sobythecust omer’
sexpect
ati
ons.

Customersat i
sfacti
oni soneoft hemai nobjecti
vesofanyor ganizat
ion.
Every organi
zat
ion tries t
o know the customersat isf
acti
on aboutt heir
products.Soast udyoncust omersati
sfact
ionhelpstheorganizat
ionaswel l
asmet ogainav astknowledgeovertherealworl
dtastesandpr ef
erencesof
customer

Whet herthe buyeris sati

sfi
ed aft
erpur chase depends on the off
ers
performanceinrel
ati
ontothebuyer’
sexpectati
ons.Ingener
alsatisf
act
ionis
aper son’
sfeeli
ngsofpl
easureordi
sappoint
mentr esul
ti
ngfrom compari
nga
productspercei
vedperf
ormanceinrel
ati
ontohisorherexpectat
ions.

As this def
init
ion makes cl ear,satisfacti
on i
saf unct
ion ofper cei
ved
perf
ormanceandexpect ati
ons.Iftheper for
mancefall
sshor tofexpectat
ions,
thecustomeri sdissati
sfied.Iftheper formancemat chestheexpect at
ions,
the cust
omeri ssat isf
ied.Ift he performance exceedsexpect ati
ons,the
cust
omeri shighlysati
sfi
edordel ight
ed.

 
  
  
 Many compani
es ar
e ai
ming f
or hi
gh sat
isf
act
ion because
cust
omer
swhoar
ejustsat
isf
iedst
il
lfi
ndi
teasyt
oswi
tchwhenabet
terof
fer

Page-
15
comesal
ong.Thosewhoar
ehi
ghl
ysat
isf
iedar
emuchl
essr
eadyt
oswi
tch.
Hi
ghsat
isf
act
ionordel
i
ghtcr
eat
esanemot
ionalbondwi
tht
hebr
and,not
j
ustar
ati
onal
pref
erence.Ther
esul
tishi
ghcust
omerl
oyal
ty.

Page-
16
 3.Pr
esent
ati
onofdat
a,Anal
ysi
sandFi
ndi
ngs

Tabl
eshowi
ngPr
efer
enceofMobi
l
ephone:
Br
and Noofr
espondent Per
cent
age
Samsung 22 22%
Mi
cromax 11 11%
Redmi 31 31%
Sony 11 11%
Gi
onee 05 05%
Mot
orol
a 10 10%
OPPO 07 07%
Vi
vo 03 03%
Tot
al 100 100%

ANALYSI
S:Fr
om t
heabov
etabl
eandchar
tsi
sfoundt
hataboutpur
chasi
ngofMobi
l
e
PhoneSamsunghandseti
shi
ghert
hanot
herhandset
s.Theabov
etabl
eisf
oundt
hat
aboutpur
chasi
ngofmobi
l
ephoneLav
ahandseti
slowert
hanot
herhandset
.outof100
r
espondent
s,22ar
eusi
ngt
heSangsungphone,
11ar
eusi
ngMi
cromax,
31ar
eusi
ng
Redmi
handset,
11ar
eusi
ngt
heSony
,5ar
eusi
ngGi
onee,
10ar
eusi
ngMot
orol
a,7ar
e
usi
ngOPPO,
3ar
eusi
ngVi
vomobi
l
e.

Page-
17
 Per
iod Noofr
espondent Per
sent
age
0-
3mont
hs 2 2%

3-
6mont
hs 8 8%

7mont
hs–1y
ear 22 22%

1-
2year 26 26%

Mor
ethan2y
ear 42 42%

Tot
al 100 100%

Tabl
eshowi
ngl
ongusi
ngmobi
l
ephone:

Page-
18
ANALYSI
S:Fr
om t
heabov
etabl
eisf
oundt
hatpur
chasi
ngPer
iodofMobi
l
ePhone
amongt
her
espondent
smor
ethan2y
ear
sishi
ghert
hanot
herper
iods.
theabov
etabl
eis
f
oundt
hatusi
ngmobi
l
ephoneamongt
her
esponds0-
3mont
hlowert
hanot
her
per
iods.
outof100r
espondent
s8ar
eusi
ngf
or3-
6mont
h.22ar
eusi
ng7mont
h-1y
r.26
ar
eusi
ngf
or1-
2yr
.42ar
eusi
ngmor
ethan2y
rsusi
ngt
hemobi
l
ephone.

Tabl
eshowi
ngchoi
ceofpur
chaseofmobi
l
ephone
St
atement
s Noofr
espondent Per
cent
age
St
yle 26 26%
I
nfot
ainment 10 10%
Mul
ti
medi
a 12 12%
Busi
ness 14 14%
Connect
ed 38 38%
Tot
al 100 100%

Page-
19
ANALYSI
S:Fr
om t
heabov
etabl
eisf
oundt
hatmostoft
her
espondent
schoosemobi
l
e
f
orconnect
ionwhi
chi
s38r
esponder
.Theabov
etabl
eisf
oundt
hat14no.ofr
espond
choosemobi
l
eusi
ngf
orbusi
ness.
10peopl
erespondchoosemobi
l
eusi
ngf
ori
nfor
mat
ion.
12consumerar
eusi
ngmobi
l
eformul
ti
medi
a.26consumerar
eusi
ngmobi
l
eforst
yle.

Page-
20
 Tabl
eShowi
ngmobi
l
eopt
ionwhi
chconsumeruses:
Opt
ion Noofr
espondent Per
sent
age
Cal
l
s 22 22%
Br
owset
heI
nter
net 28 28%
TakePhot
os 25 25%
Checkemai
l
s 03 03%
Recor
dvi
deo 05 05%
Musi
c 05 05%
SMS 02 02%
Mobi
l
eTV 10 10%
Tot
al 100 100%

ANALYSI
S:Fr
om t
heabov
etabl
eisf
oundt
hatmostoft
heconsumer
suse
mobilef
orbrowset heinternet,
from theabovetablei
sf oundthat28%
consumerusemobi leforbr owsetheinter
net.Theabov etabl
efoundthat25%
consumerusemobi lefortakephot os.03%consumerar eusemobi l
eforuse
checkE-
mai l.
05% consumerar eusemobi lef
ormusi c.02% consumeruse
Mobileforsms.22% cust omerar eusemobi l
ef orCall
s.05% consumerare
usemobileforrecordVideo.10% consumerar eusemobi l
eforwatchMobile
TV.

Page-
21
 Tabl
eShowi
ngmobi
l
eopt
ionwhi
chconsumeruses
Reason Noofr
espondent Per
centage
Convenience 34 34%
CostCont r
ol 22 22%
Val
ueAddedSer v
ice 04 04%
Discounts 40 40%
Total 100 100

ANALYSI
S:Fr
om t
heabov
etabl
eisf
oundt
hatconsumer
schoosi
ngmobi
l
e
handsetsmostthanotherf
ordiscount.22consumerchoosingmobil
ehand
setforcostcont
rol
.04consumerchoosemobi l
ehandsetf orval
ueadded
serv
ice.40consumerareusingmobilehandsetfordi
scount.

Page-
22
4.Concl
usi
on&Recommendat
ion:
-
From theabovediscussi
onandanalysisIf oundt hatconsumerpreferencef
or
purchaseofmobi lehandsetmeanl yv arywi thinbi gcompany .Samsung,
SonyandMi cr
oMax,Redmi ,Motor
ol a,Gi onee,OPPO,Vi vo ar ethemajor
choseoft heconsumer s.Consumerar epur chasemobi leforinfot
ainment,
andusef orcall
.Mainlyl
oweragegroup&st udentar epurchasehandsetfor
otherpur
pose.Therei
sHughpotent
ial
i
t yof businessinmechedaar ea.

Thet otalobserv
ati
on&f i
ndi
ngareont hebasisofv eryshor tsample,aswell
asi nasmal lari
a,whi chmaynotr efl
ectthet otalconsumerbehav iorfor
purchasingofmobi l
ehandseti nabi gariali
kest ate.Stillmyanalysi
sona
microl evelmeyhelpst omakeasampl eidea,forunder standi
ngtheov er
all
posit
ion,andi npart
iculari
tmayhelpst ounderstandt heconsumerbehav ior
for
pur chasingofmobilehandset
inmechedat own,indist
rictPurbaMedini
pur,
westBengal .

Page-
23
 5.BI
BLI
OGRAPHYORREFERENCES

-
:Bookwhi
chIr
efer
redf
ort
her
efer
ence:
-
 “Tost
udyt
heconsumerbehav
iorf
orpur
chasi
ngmobi
l
ehandset
s”
by
Mr
.Gar
jeRav
iraj
Nat
ha

Websi
ter
efer
red:
-

ht
tp:
//www.
googl
e.co.
i
n

ht
tp:
//f
idci
ndi
a.or
g/mi
ssi
on.
asp

www.
car
ajkumar
raduki
a.com

ht
tp:
//i
ndi
abudget
.ni
c.i
n/ub2008-
09/
bs/
speecha.
htm

Page-
24
 6)
ANNEXURE
RespondentDet
ail
s:

Name:
Age:
Gender:
Addr
ess:
Mobil
e:

Q1.Whichmobil
edoy
oupr
efer
?
A.Noki
a
B.Sony
C.Motorol
a
D.Samsung
E.Appl
e
F.Micr
omax
G.Redmi

Q2.Howl ongagodidy oupur

chasei
t?
A.Lesst hant
hreemonthago
B.3-6mont hago
C.7-12mont hago
D.Wi t
hinpast2years
E.Mor ethan2yearsago

Q3.Whichoft hefol
l
owi
ngstat
ementi
sbestchoi
cey
ouwhen
pur
chasingamobil
ephone?
A.Styl
e
B.Inf
otainment
C.Multimedia
D.Business
E.Connected

Q4.Whichoneofthef ol
lowi
ngopt
iony
ouchoosewhenpur
chasi
nga
mobi
le phone?
A.Call
s
B.SMS
C.BrowseI
nter
net

Page-
25
 D.TakePhot
os
E.Recor
dVideo
F.Music
G.Mobil
eTv

Q5.Forwhatr easony
ouchooset
hemobi
l
ebr
and?
A.Conv eni
enceHandset
B.CostCont rol
C.ValueAddedService
D.Discounts

Q6.Whichf act
or sinfluencedy
oui
npur
chasi
ngt
hemobi
l
ebr
andy
ou
cur
rentlyusing?
A.Pri
ce/Of fers
B.Br
andsname
C.Avail
abili
tyi nstore
D.Di
fferentSi ze
E.Mobilebat tery

Q7.Selectfollowingopti
onisinstor
emarket
ingmat
eri
alst
hatmay
i
mpactshopper ’
spurchasedecisi
onformobi
l
ephone?
A.Instor eTV
B.Broacher s
C.Dangl er
D.Fl
oorst andee
E.Poster
F.Leaflet

Q8.Youconsiderowni
ngamobi
l
ehandsetasa?
A.Necessit
y
B.Stat
us
C.Luxury

Q9.Whichoneoft hefol
l
owi
ngbestdescr
ibesy
ourcur
rentempl
oyment
st
atus?
A.Empl oyedf
ullt
ime
B.Empl oy
edpartti
me
C.Selfemployed
D.Fullt
imehomemaker
E.Fullt
imestudent

Q10.Whichi
sthef
oll
owi
ngbestdescr
ibet
hehi
ghestl
evel
ofeducat
ion
youhav
e

Page-
26
compl
eted?
A.ElementarySchoolgraduat
e
B.Middleschoolgraduate
C.HighSchoolgraduate
D.Univer
sit
ydegree
E.Postgraduate

Q11.Whatisy ourmonthl
yincome?
A.10,
000- 11,999
B.12,
000-19,999
C.20,
000–24, 999
D.25,
000-29,999
E.30,
000–34, 999
F.35,
000–andabov e

Q12.Whatot herbr andsofmobi lephoner

egar
dlessoft
ypehav
eownedi
n
t
he
past?
A.Noki a__ _
_________
________
__
B.SonyEr icson_______
________
__
C.Mot orol
a_ ___
_________
________
D.Samsung_ ______
________
______
E.Vodaf one_________
________
___
F.Spice____________
________
___
G.LG_ ____
_ __
_________
________

Q13.Whi choneoft hefol

l
owi
ngf
eat
uresy
ouchoosewhenpur
chasi
ng
mobil
e
phone?
Att
ri
butes
A.Desi gn____
B.Brand_ ___
C.Durabilit
y____
D.Soundqual i
ty_
___
E.BatteryLife___
F.Display____
G.Camer a&musi c_
__
H.Mul ti
medi a_
__

Q14.Whi
chmobi
l
edoy
oupr
eferconsi
der
ingat
tri
but
esl
i
kedesi
gn,
brand,

Page-
27
dur
abi
li
ty,
soundquali
ty,
bat
ter
yli
fe,
displ
ay,
camer
a&musi
c,mul
ti
medi
a?
A.Nokia
B.SonyEricson
C.Motorol
a
D.Samsung
E.Vodafone
F.Spi
ce
G.LG

Q15.Asaconsumerwhatar eyourexpect
ati
onsf
rom camer
aphone
r
egardi
ngdif
ferentbrands?
Noki
a,Sony,
LG, MotorolaorSamsung,Eri
cson
A.Celebr
iti
esicon
B.Bymail
C.BrandStore
D.Magazineads
E.TVads
F.Poster
G.From r
elati
ves
H.NewspaperAds

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28