Research Paper

To study Consumer’s perception towards Redmi smartphones

Instructed By
Sushma Jadhav,
Department of Management Studies
Mumbai University

Presented By
Yash Kadam
Student at K.V Pendharkar Collage, Dombivili (East)
Bachelor of Management Studies

1) Abstract

The mobile phone has made our life easily. We can perform different task of our daily life on
mobile phones in few seconds. We can transfer money, pay utility bills by using mobile
phones in few seconds for which we have to go to banks that takes a lot of time. The aim of
the study is to cover entire research about judging the customer reactions while making
purchase of smartphones. A sample of 50 customers of mobile phone users is taken.
Questionnaire has been analysed with the help of pie diagram & bar chart and different
interpretations have been made to study the impact. In this research how people see
towards specific brands of mobile. Redmi smartphone has been considered as the main
object of this research and whole research revolves around the Redmi smartphone and how
consumers are satisfied with the phone.

Keywords : Redmi, Overall performance, Xiaomi, consumer perception, design, features

2) Introduction
In the global era, technology has become an integral part in our lives. From desktop to
laptops, technology has further minimized to smartphones. Now we can watch the growth of mobile
industry day by day. Thus we can see the growth of Redmi mobiles along with the time. Xiaomi (MI)
was founded in 2009 as a sub-brand of BBK Electronics. Redmi is a sub-brand owned by the Chinese
electronics company Xiaomi. Redmi was introduced in 2013. Factors such as price, functions,
specifications and the country of origin are the main characteristics that a buyer searches while
buying a mobile phone. Redmi mobiles are now marketing in several Asian and European countries.
It produces budget friendly phones and thus the consumers find it so attractive.

Redmi smartphones are very popular among teenagers before the tie of COVID-19. Their
best selling smartphone till now is Redmi Note 5 pro because of its camera, fast charging, and overall
performance and all these in middleclass family’s budget. Redmi smartphones are overall package
with affordable prices and with lots of improvements and updates in their models.

3) Literature Review

Patanjali Ayurvedic products, Vellore - The Indian personal care ingredients industry
has taken rapid strides in the last few years, as more and more personal care products
incorporate special ingredients in their formulation. Favourable demographic factors
and increasing beauty consciousness indicate high future demand for personal care
products.

Sharma et al. (2013), according to them now a day's advancement in mobile technology has
become a big challenge in the mobile market this study discusses different technologies
used with different mobiles in the market. 0G was the first generation with only analog
feature i.e., only voice call was allowed and no data feature presents different generation of
mobile. The 1G was little advance that allowed limited data feature with voice call. The 2G
was little more advance than the previous one with voice call, sms and cellular network
features. The 3G brought more advance features like streaming data, broadband and voice.
The 4G added advance features in the previous generation like highspeed broadband and
high data rate. Along with advancement in mobile technology, different operating systems
were designed to support these technologies

Kimiloglu (2010) Buyers compare different smart phone brands regarding models and
attributes when it comes to making a purchase. The decisive factors however, vary for each
potential buyer. Some may focus on the price of a smart phone. Overall, these devices are
expensive due the applications they contain. Hence, a potential buyer will balance the price
with the attributes and then end up with a decision.

4) Objective of the study

 To identify the factors which influence the customer to purchase Redmi

smartphones
 To analyse the level of customer satisfaction towards Redmi smartphones
 To understand the awareness or knowledge level of consumers towards
Redmi smartphones
 To know the marketing strategies of Redmi Smartphones to cope up with the
competitors in the market
5) Scope of the study

The price and features which Redmi smartphones affordable in prices and benefits
to consumers. Apart from smartphones MI also offers TV, headphones, Tabs which
creates lot of employment opportunities for employees.
The “Make in India” initiative also resounds with Xiaomi (MI)’s plan. The setup of
assembly unit in Greater Noida is the first step toward this commitment. The unit has been
operational since November, 2015 with Rs.125 crore first-phase investment. It currently
employees around 2,200 Indian employees in the factory to assist its production capacity
reach one million units/month and build a concrete foundation for Xiaomi( MI)’s sustainable
development in India.

6) Limitations of the study

1) The Number of respondents using Redmi smartphones are less

2) Not a great amount of people know about Redmi brand
3) Insufficient time to complete the research
4) Respondents are mostly from younger age which shows future generation is
more active and spends more time on smartphones
5) The responses received may be biased in some cases

7) Research Methodology

Research Design Descriptive Research Design

Data Collection Primary Data-Survey-Questionnaire
Google Form
Sample Study 50 Respondents
Sampling Method Non Probabilty Sampling- Convenience
Method

8) Data Analysis and Interpretation

The below showed information and pie diagrams is the data of the respondents
collected from Thane region on consumer perception towards Redmi smartphones.
The information showed below is taken by a survey form which was filled 50
respondents. This analysis can further help many smartphone users while buying a
new smartphone.
 Gender

The questionnaire was filled by 50 respondents. Out of which 35 are males and 15 females.
This survey is mostly filled by male and also many females fave filled the form which is
great to see.

Age
According to the pie chart most of the respondents are teenagers and few of them are above
21 which shows younger generation are more active in using smartphones.76% respondents
are young generation and 18% of people are above 21-30 years of age.

Q1) What factors do you keep in mind while buying a new phone?

Most of the customers while buying a new phone see the overall performance of a phone
rather than its camera, design.76% respondents choose overall performance. 8% respondents
choose camera and 12% respondents chose price and very few people go for design of the
smartphone.

Q2) Are you aware about Redmi smartphones?

According to answers given by respondents 84% of respondents are aware about Redmi
smartphones. 16% respondents are unaware about Redmi smartphones.

Q3) If not then which phone brand do you use?

According to the data it is surprisingly observed that 38% are using Oppo and Vivo
smartphones and 22% people are using Samsung brand followed by 20% iPhone users
and 12% Realme phone users and very few people use other brands smartphones.

Q4) How would you rate the price of Redmi phones as compared to other brands?
 The price of Redmi smartphones are affordable and have all good features. 92%
people think that Redmi smartphone are affordable and 8% people think that the
phone price is higher.

Q5) What factors influence you to purchase a Redmi smartphone?

According to the data, 56% of the respondents are attracted towards the features of the
phone rather than price or design. 20% respondents buy smartphones referred by their
friend or family member. 16 % people think of price and 8% respondents are attracted
towards design and looks of a Redmi smartphone.
Q6) Have you ever faced any Technical issue while using Redmi smartphone ?

According to the data, there has been a same response from 50% people that yes we
face technical issue and 50% people are facing no technical issues.

Q7) Do you think Redmi smartphones are good in gaming?

According to the data, Redmi smartphones maybe good in gaming because it is been
observed that 56% answered that the phone can be a gaming phone , the respondents are not
sure. 34% people answered that this smartphones are good in gaming and 10% think that the
smartphones are not good at gaming.

Q8) How satisfied are you with the after sale services offered by Redmi ?
 According to the data, 44% of the respondents have neutral response towards the after
sale services offered by Redmi it means the brand needs to bring some new
innovations in their services. 38% respondents are satisfied. 12% are highly satisfied
and 6% people are dissatisfied with the after sale services.

Q9) What is your opinion on overall performance of Redmi smartphones?

According to the data, 74% of respondents are rating better overall performance of
Redmi smartphones which is good. 24% people rated that the overall performance of
Redmi smartphone is best.

Q10) Would you recommend Redmi smartphones to others?

 According to the data, most of the people would recommend Redmi smartphone to
others looking at its price, design, features and overall performance. 48% people
would recommend the Redmi smartphones to others. 44% people can recommend the
smartphone. 8% are not sure about recommending the phone to others.

9) Findings

 76% of the people keep in mind the overall performance while purchasing a new
smartphone.
 84% of the people are aware and know about the Redmi brand.
 Other than Redmi phone 38% of the people are in awe of Oppo and Vivo phones.
 92% of people answer that Redmi phones are affordable.
 Most of The smartphone users are attracted towards the features of Redmi
smartphones.
 There is a neutral response towards facing technical issues on smartphone.
 44% people are showing neutral response at the after sale services offered by Redmi.
 74% people say that the overall performance of a Redmi smartphone is better.

10) Conclusion

The study “Consumer Perception towards Redmi mobiles” is successful in

fulfilling its objectives. This study concludes that Redmi mobiles are mostly used by
the customers since it is budget friendly phone. The customers have average opinion
about the customer service of the phone and the customers are highly satisfied about
the performance of Redmi mobiles. The only dissatisfaction among the customers is
about the excess heating and hanging of the phone. But let us hope Redmi will
overcome these issues and offer more updates and features to customers in the future.

11) Bibliography
 http://dspace.christcollegeijk.edu.in:8080/jspui/bitstream/123456789/1670/46/
CCATBCM111-%20KISHORE.pdf

https://www.researchgate.net/publication/
351783413_A_study_on_consumer's_experience_of_XIAOMI_mobile_phones_in_th
e_city_of_Rajkot_Prepared_By_Abdeali_Bharmal_And_Jemin_Ramoliya_at_Marwa
di_University_Rajkot_Research_was_conducted_along_with_40_question

file:///C:/Users/priti/Downloads/pdf_82561%20(1).pdf

https://www.mi.com/in

12) Annexure
Name

1) Gender

Male
Female

2) Age

Below 20
21-30
31-40
41 or above

3) What factors do you keep in mind while buying a new phone?

Price
Camera
Design/looks
Overall Performance
Other

4) Are you aware about Redmi smartphones?

Yes
No
5) If not then which phone band do you use?

iPhone
Samsung
Oppo/Vivo
Realme
Other

6) How would you rate price of Redmi smartphones as compared to other brands?

Affordable
Higher
Much Higher

7) What factors do you keep in mind while buying a new phone?

Price
Design/looks
Features (Camera, fast charging)
Friends/family

8) Have you ever faced any technical issues while using a Redmi smartphone?

Yes
No

9) Do you Redmi phones are good in gaming?

Yes
No
Maybe

10) How satisfied are you with after sale services offered by Redmi?

Highly satisfied
Satisfied
Neutral
Dissatisfied

11) What is your opinion on overall performance of Redmi smartphone?

Better
Best
Worst

12) Would you recommend Redmi smartphones to others?

Yes
No