CCASBCM061

“ A STUDY OF CUSTOMER PERCEPTION AND EXPERIENCE
TOWARDS CHINESE SMARTPHONE BRANDS AMOUNG YOUTH IN

THRISSUR ”
Project Report submitted to

CHRIST COLLEGE, IRINJALAKUDA
(AUTONOMOUS)
In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE
Submitted by
NAVANEETH JYOTHI
(CCASBCM061)
Under the supervision of

Prof. JEBIN K. DAVIS
DEPARTMENT OF COMMERCE
CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
MARCH 2021
CERTIFICATE
This is to certify that the project entitled “ A STUDY OF CUSTOMER

PERCEPTION AND EXPERIENCE TOWARDS CHINESE
SMARTPHONE BRANDS AMOUNG YOUTH IN THRISSUR ” by Mr.
Navaneeth Jyothi is a bona-fide record of work done under my guidance and
supervision in partial fulfillment of the requirement for the award of the degree
of Bachelor of Commerce.
Prof. Dr. JOSHEENA JOSE Prof. JEBIN K. DAVIS
(Head of the department) (Project Guide)

DECLARATION
I, Navaneeth Jyothi., hereby declare that the bonafide record of “A STUDY OF
CUSTOMER PERCEPTION AND EXPERIENCE TOWARDS CHINESE
SMARTPHONE BRANDS AMONG YOUTH IN THRISSUR ” done in
partial fulfillment of the B.com degree programme of Calicut University under
the guidance of Prof. Jebin K.Davis, Department of Commerce, Christ College
(Autonomous) Irinjalakuda.
I also declare that the project has not formed on the basis of reward of any degree
or any other similar title to any other University.The information and data given
in the report is authentic to the best of my knowledge.
Place: Irinjalakuda NAVANEETH JYOTHI

Date: CCASBCM061
ACKNOWLEDGEMENT
First, I praise and thank God who showers his blessings upon me, who guide,
shield and strengthen me all the time.
I wish to express my profound gratitude and heart-felt thanks to our Principal Fr.
Dr. Jolly Andrews CMI for his encouragement and for giving me permission for
the study.
I am thankful to Prof. Jebin K.Davis, my Project Guide, for his valuable guidance,
help and encouragement in the preparation of this report.
I express my sincere gratitude to Prof. Dr. Josheena Jose, Head of the Department
of Commerce and other members of faculty of the Department for their valuable
advices and co-operation, rendered for the successful completion of my project.
I also take this opportunity to thank my parents, friends and classmates who have
been a source of inspiration. Without their encouragement, it would not have been
possible for me to complete my project successfully.
Place: Irinjalakuda NAVANEETH JYOTHI

Date: CCASBCM061
CONTENTS
SL PAGE
NO. TITLE NO.
1
LIST OF TABLES
2
LIST OF FIGURES
3 1-5
CHAPTER 1: INTRODUCTION
4 6-11
CHAPTER 2: REVIEW OF LITERATURE
5 12-30
CHAPTER 3: THEORETICAL FRAME WORK
6 31-49
CHAPTER 4: DATA ANALYSIS AND
INTERPRETATION
7 50-53
CHAPTER 5: FINDINGS, SUGGESTIONS
AND CONCLUSION
8 54-56
BIBLIOGRAPHY
9 57-61
APPENDIX
LIST OF TABLES
TABLE PAGE
No. TITLE No.
3.1 Market share of smartphones in India 2020 25
4.1 Gender wise classification of respondents 31
4.2 Educational Qualification of respondents 32
4.3 Awareness/knowledge level of Chinese 33
Smartphone brands
4.4 Purchase intention/preference of Customers 34
towards Chinese Smartphone brands.
4.5 Awareness level/experience about after sale 35
services of Chinese Smartphone brands
4.6 Customers considered price range when 36
purchasing a Chinese Smartphones
4.7 Major reason/criteria for preferring Chinese 37
Smartphone Brands
4.8 Degree of Agreement towards the statement, 38
Chinese Smartphone Brands market is growing
much better than other Smartphone brands
market in Kerala.
4.9 Specific feature needs to be improved more in 39
Chinese Brand Smartphones
4.10 Satisfaction level of Overall performance of 40
4.11 Problems faced by Customers while using Chinese 41
Brand Smartphones
4.12 Probability for switching to alternate brands 42
4.13 The Smartphone brand which offers more value 43
for money products in mid range budget segment
4.14 Perception about price of Chinese Brand 44
Smartphones (Expensive or not)
4.15 Suggest Chinese Smartphones to others 45
4.16 Ranking of Specific features/Characteristics of 46
smartphones by respondents to the order of
priority they consider while selecting a chinese
smartphone
4.16.1 Ranking of Specific features/Characteristics of 46
smartphone
4.17 Respondents level/degree of agreement 48
LIST OF FIGURES
TABLE
No. TITLE PAGE
No.
4.1 Gender wise classification of respondents 31
4.2 Educational Qualification of respondents 32
4.3 Awareness/knowledge level of Chinese 33
Smartphone brands
4.4 Purchase intention/preference of Customers 34
towards Chinese Smartphone brands.
4.5 Awareness level/experience about after sale 25
services of Chinese Smartphone brands
4.6 Customers considered price range when 36
purchasing a Chinese Smartphones
4.7 Major reason/criteria for preferring Chinese 37
Smartphone Brands
4.8 Degree of Agreement towards the statement, 38
Chinese Smartphone Brands market is growing
much better than other Smartphone brands
market in Kerala.
4.9 Specific feature needs to be improved more in 39
4.10 Satisfaction level of Overall performance of 40
4.11 Problems faced by Customers while using Chinese 41
Brand Smartphones
4.12 Probability for switching to alternate brands 42
4.13 The Smartphone brand which offers more value 43
for money products in mid range budget segment
4.14 Perception about price of Chinese Brand 44
Smartphones (Expensive or not)
4.15 Suggest Chinese Smartphones to others 45
4.16 Ranking of Specific features/Characteristics of 47
smartphone
4.17 Respondents level/degree of agreement 49
CHAPTER 1
INTRODUCTION
CHAPTER 2
REVIEW OF LITERATURE
CHAPTER 3
THEORY FRAMEWORK
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
CHAPTER 5
FINDINGS,SUGGESTIONS & CONCLUSION
BIBLIOGRAPHY
1.1 INTRODUCTION
Consumer perception in simple terms is the viewpoint or notions that consumer
forms about various brands.Consumer perception can make or break any
brand.When customers had a pleasant experience of getting their products
delivered on time they form a perception.Customer experience is
what customers feel while shopping, affected by such factors as how a store is
laid out, the level of service they receive, and how easy it is to find products.
Delivering a great customer experience is hugely important for any business. The
better experience customers have, the more repeat custom and positive reviews
the business will receive, while simultaneously reducing the friction of customer
complaints and returns.Primary objective/aim of this study was to examine the
different factors affecting the consumer perception towards Chinese brand
smartphones and users experience with it.
A smartphone is a mobile phone that includes advanced functionality beyond
making phone calls and sending text messages and performs many of the
functions of a computer, typically having a touchscreen interface, internet access,
and an operating system capable of running downloaded apps.It is estimated that
by the year 2022 there will be nearly 442 million smartphone users in India.
According to a study by Trendforce, Chinese phone makers represented six of the
global top ten in smartphones. Since India is the 3rd largest smartphone market
of the world, it is an attractive market for Chinese Smartphone brands like
Oppo, Xiaomi ,Oneplus, vivoetc. Chinese Smartphone brands like
Xiaomi, Oppo, Vivo and Realme dominated the Indian smartphone market in
India in 2020 according to a study a IDC(International Data Corporation).
These four brands had a total market share of 69% with Xiaomi as the top
player with 27% share, as per International Data Corporation’s Quarterly
Mobile Phone Tracker. Samsung is the only non-Chinese smartphone brand
[1]
among the top five with a share of 20%. The budget smartphone industry is
dominated by the Chinese brand “Xiaomi” also known as “Redmi” and “Mi”, as
it is the most sold smartphone brand in India. Whereas the premium smartphone
segment is dominated by these three brands: “OnePlus”, “Apple”, “Samsung”etc.
Since Indian smarphone market is dominated by Chinese smartphone brands it is
important to study customers perception about it.This study aims to identify
whether the customers are satisfied with the use of Chinese brand smartphones
and to know more about the Chinese smartphones and their pros and cons.
Smartphone companies invest heavily in research and development of their
devices and it is important to understand customer perception towards Chinese
smartphone brands.
This study is an attempt to understand customer perception and customer
experience towards Chinese Smartphone brands among youth in Thrissur district.
1.2 statement of problem
There has been a significant growth in the popularity and smartphone market
dominance for the Chinese smartphone brands in the Indian smartphone market.
This study make an attempt to analyze and find out how the specific smartphone
features,price.brand loyalty,brand awareness and social influence affect the
Customers buying decisions. Since the Indian smartphone market is dominated
by Chinese brands there is also a need to find out the reasons for the popularity
and wide acceptance compared to the Indian Smartphone brands and this study
may provide the informations on the areas for which improvements are needed
and strategies needed for capturing the customers attention and trust.So this study
helps to understand awareness level,opinion, and user experience of Chinese
Brand Smartphones among youth in Thrissur.
1.3 significance of study

Smartphone market in India has huge competition. Chinese Brand Smartphones
[2]
have a significant influence on Smartphone buying decision in India dominantly
in low budget price segments and budget segments. The Noticable growth of
Chinese smarphones sales and market dominance after the introduction of Xiaomi
branded Chinese smarphones is remarkable in India.Each and every brand offers
various features and is targeting to different needs of the customer therefore it is
important to study the perception of various customers. Many of the customers
may not have a clear on how they should choose a brand over others like on the
basis of features, brand value, technological factors, price, quality issues,
reliability,security concerns among the different brands in the smartphone
industry.So There is a need for study in the field of consumer perception towards
Chinese smartphone brands and this study helps to provide insight about it.so
this study is relevant and useful to Chinese Smartphone companies as well as
customers to understand and for making informed decision regarding,smartphone
selection, smartphone usage experience,perception towards Chinese smartphone
brands etc.It may also be useful to Indian Smartphone companies to know
customers desires and attracting factors/features in Chinese smartphones and to
develop strategies and compete against Chinese brands.
1.4 Scope of the study
The aim of this study is to analyze the the consumer perception ansd experience
towards Chinese smartphones among youth.So this study is conducted among
the youth in thrissur district.
1.5 OBJECTIVES OF THE STUDY
*To Examine the influence of Price,Product specifications,Build quality and ease
of use on the purchase intention of Chinese smartphone brands.
*To study the brand loyalty,brand awareness & market performance of Chinese
smarphones.
*To analyse the User experience,perception and satisfaction towards Chinese
brand smartphones.
[3]
1.6 RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem.It is
the specific procedures or techniques used to identify,select,process, and analyse
information about a topic.It may be understood as a science of studying how
research is done scientifically.
1.6.1 RESEARCH DESIGN
Type of study/Sample Design: The type of study used for this project is
descriptive in nature.
1.6.2 SAMPLE DESIGN
*Population: Population is all the inhabitants of a particular place. A group of
individual persons, objects, or items from which samples are taken for statistical
measurement. Here the population of the study is the youth in Thrissur district.
*Sampling method: The technique of sampling used for this study is
convenience sampling. The most common type of non probability sampling done
without any restrictions is convenience sampling. The researcher has the freedom
of choosing any respondent based on his convenience.
*Sample size:Sample size is the number of units to be selected from the
population for carrying out the research. Sample size chosen for the study is 50.
1.6.3 DATA COLLECTION
Questionnaire is prepared on google form for collecting primary data and
journals, articles, internet etc. used as secondary data.
While deciding about the method of data collection to be used for the study the
researcher should keep in mind two types of data i.e, primary and secondary.
* Primary data: Primary data is a type of data which is collected for the first time
and that is collected by researchers directly from main sources through
interviews,surveys,questionnaires etc.
* Secondary data: Secondary data means the data that are already available.That
is they refer to the data which have already been collected and analyzed by
[4]
someone else. Secondary data are collected either from published data or through
websites. The data collected were edited, coded and processed with the help of
Microsoft word and Excel.
1.6.4 DATA ANALYSIS
Statistical tools like percentages are used for data analysis.Various charts and
diagrams/graphs are used for pictorial representation.used for data
analysis.Various charts and diagrams/graphs are used for pictorial representation.
1.7 LIMITATIONS OF THE STUDY
*The study was confined to 50 respondents only.
*This perception may change from time to time.
*The study results may not applied to the customers in other parts of the country.
*The study was made up of the users of Chinese smartphones.
*Since there was no personal interaction with respondents, there was Low level
of accuracy because it depends on the respondents response.
1.8 Chapterization
1.8.1 Chapter 1 – Introduction
1.8.2 Chapter 2 – Review of literature
1.8.3 Chapter 3 – Theoretical framework
1.8.4 Chapter 4 – Data analysis and interpretation
1.8.5 Chapter 5 – Findings, Suggestions & conclusions
[5]
LITERATURE REVIEW
1. (Jain & Bagga, 2017) Here in the article the authors examined the change in
purchase intention of the consumers after Doklam standoff.According to the
authors Perceived features and quality brings most impact on purchase intention
of consumers. Chinese phone in India are offered at lower prices which are more
affordable by middle income group consumers.The authors reported that
fashionable and trendy smartphone models are offered in the market so people
have a tendency to change their phones in a year and so they don’t feel like
spending much on their phones in one time.Their study mentions that consumers
seem to be concern for quality of Chinese mobile phones as these brands lack
trust.The authors suggests that brands need to make sure that they provide
products that stand up to the quality of phones from big brands as China is
perceived as a cheap, low quality, counterfeit brand.The authors concludes that
After the Doklam issue between India and China, it could be seen that those
consumers think that the sales will be affected and have tried to boycott Chinese
products but this cannot be completely done as no other alternative to these
Chinese brand products are available that too at such low cost.
2. (RAI, 2021) This study examined the impact of brand personality, attribute
factors, and price factor on consumer’s purchase intention of smartphones. The
paper puts the emphasis on how the consumer preference functions in the
selection of the smartphone and which factor plays the more significant role in
smartphone purchase intention.Brand personality, attribute factor, and product
price were taken as independent variables to identify the impact on purchase
intention. The result of the research found that the brand personality has no
significant impact on the purchase intention of smartphone. It is also found that
the product attributes and product price have a significant influence on consumer
purchase intention of a smartphones but brand personality has not a significant
influence on the purchase intention for the buying of smartphones in Nepal.
[6]
3. (Zeng, Bhutto, & Soomro, 2019) The findings of this article revealed
significant relationships between brand image and brand trust,brand satisfaction,
and brand trust, brand trust, and (attitudinal & behavioural loyalty) except for
brand awareness. The findings also revealed that impact of brand awareness on
brand trust found to be insignificant in both gender (male & female), impact of
brand Image found to be significant in male but insignificant in female group.
Impact of brand satisfaction on brand trust found to be significant in both genders,
but impact is higher in male than female gender. Also, the study found that male
user is more concerned about behavioural loyalty while female more concerned
about attitudinal loyalty. This study suggests that domestic brands are lacking in
creating awareness, so domestic brands need to focus on their marketing
strategies and advertisements plans and also makes the strategies that can attract
both male and female gender and entertain their concerns as well.This study
suggested gender is a significant moderator in the relationships between brand
image, brand awareness, brand satisfaction, brand trust, and brand loyalty in the
context of domestic Smartphone brands.The findings of the study suggest that
customers will be loyal when the Smartphone brands companies offer a good
image and quality, awareness, satisfy the need of consumers.The finding of this
study helps managers to understand the role of domestic brands in Smartphone
industry of China. In addition, this study suggested that domestic brands also
should keep an eye on foreign brands and develop their strategies efficiently and
effectively so they can easily compete with international brands. The study also
suggests that executives and managers understand the changes in the business
environment; it can be beneficial for a business to retain loyal customers and
increase sales shortly.
4. ( Appiah, Ozuem, Howell, & Lancaster, 2019) This paper proposes that
customers identify with brands to satisfy self‐definitional needs. Four major
themes were identified in the purchase of smartphones: identity, satisfaction,
[7]
brand loyalty, and brand switching. Brand switching occurs when a customer's
belief in a brand is externally influenced within the social setting. This study
found that , there is an indication that users of a specific brand derive their identity
from affiliations with social groups.This study provided consideration for
prevalent market disruptions in a competitive market, in the context of the
smartphone industry, and this was validated by empirical data collected from
smartphones users in the United Kingdom. Empirical data from smartphone users
confirmed in this study that nonutilitarian factors such as sociopsychological
benefits motivate consumers to continue buying the brands they buy.Consistent
with the above empirical evidence, the branding literature however reveals that
brands can provide self‐definitional benefits beyond utilitarian benefits
establishing that the sustainability of brand loyalty could be accomplished from
an identity theory perspective.This study also suggests that the consequences of
implementing these identity strategies would enable brand managers or
organisations to withstand disruptions in competitive markets and lead to high
brand advocacy among consumers through positive brand image and word of
mouth.This further mitigates brand switching during market disruptions in
competitive markets.
5. (Bisht, 2020) This study focuses on the premium segment smartphones. It is
found that Brand name, performance and camera are factors which play a vital
role in influencing a premium smartphone purchase. It was found that OnePlus
provides affordable premium smartphones which have a good design and a decent
build quality. The author recommends that premium brands should make their
smartphones more work oriented, So that they attract more customers.
6. (Rajasekaran, Cindhana, & Priya, 2018) From their study it is found that the
four key factors which influence the usage and purchase decision of smartphone
are product features, price, peer groups and brand image. So the manufacturers
and marketers can focus on these factors when they design and promote the
[8]
product. From the study it is found that customers are more interested in product
features like processing speed, camera and battery life so the manufactures can
concentrate more on it while designing smartphone.The authors suggests that ,as
price of the smart phone play a vital role in purchase decision, smartphone
marketers can increase the brand loyalty among smartphone users by offering
discounts if they buy their brand second time.They further suggests that
manufactures can offer different kinds of smartphone for different group of target
customers say youth, business professionals and housewife etc.
7. ( Gupta & Singh, 2019) This study positively shows the importance of price
factor în shaping the consumer willingness to purchase Chinese mobile phones.
The Authors suggested that, the Chinese mobile manufacturing companies needs
to focus on the quality for all the features mainly entertainment feature and design
along with product price in budget in order to develop and maintain the
willingness of the young Indian consumers to purchase Chinese mobile phones
and to focus more on product price along with product quality and product design
in case of 26-35 yrs age group.The results of this study illustrates that product
price have significant Influence on consumer willingness to purchase after the
controlled effect of product quality and product design.This study further
suggests that Chinese mobile phone companies needs to continually work on
reducing down the price of the mobile phones in order to maintain the Indian
consumers' willingness to purchase.
8. (Fazal & Kanwal, 2017) The results of the study showed that the customers are
loyal to their brands if their perceptions regarding services of the brand are
fulfilled. Further it has been found that if customer is satisfied with the services
and products of a brand remain loyal otherwise he will switch to other brand.
Study also found that loyal customer have trust in brand of mobile phones they
are using.In this study it has been found that price is considered relevantly by the
loyal customers. The authors further suggested that mobile phones brands should
[9]
look on the market prices also if they want to keep their customer loyal.This study
concludes that customers are equally loyal to brand attitudinally as well as
behaviorally.
9. (Sthapit, Laohakosol, & Sharma, 2018)The results of the study showed that
compatibility, social influence and product features significantly influence the
purchase intention of the smart-phone buyers.This study indicated that Nepali
buyers are more likely to purchase smart-phones if they find attractive product
features compatible with their needs and social sphere.Further, the study
suggested that price, quality and the country of origin do not have much influence
on the Nepali buyers’ intention to purchase the smart-phones.The study
underscored the smart-phone marketers need to design their strategy considering
the product features, compatibility with lifestyle and social sphere desired by the
buyers, while promoting their respective brands. Further, it indicated that
marketers could tap into social media marketing and generate favourable word-
of-mouth to promote their smart-phone brands and generate positive purchase
intention.The study thus highlighted the importance of social factors in
influencing the purchase intention of electronic products like smart-phones.
10. ( Bringula, Moraga, Catacutan, Jamis, & Mangao, 2018) According to the
authors findings it can be concluded that online purchase intention of
smartphones are mainly influenced by company-related factors.Therefore, online
shopping companies can entice possible customers to purchase smartphones only
if their prices are reasonable, their services are secured, and their company is
trusted.It was found that trust is the consistent and the strongest predictor of
online purchase intention of smartphone.One key finding of the study was that it
disclosed that customers had almost an equal weight on considering price and
security when buying smartphones.This study further revealed that price can no
longer influence purchase intention when all other personal-related factors were
considered.Another key finding of the study is the possible role of budget in
[10]
smartphone purchase intention.This study provided empirical evidence that there
are factors that could influence purchase of smartphone through online shopping.
The results of the study helped better understanding of consumer purchase
intention of smartphones in an online environment.
[11]
THEORY FRAMEWORK
3.1 Customer
In sales, commerce and economics, a customer (sometimes known as
a client, buyer, or purchaser) is the recipient of a good, service, product or
an idea - obtained from a seller, vendor, or supplier via a financial
transaction or exchange for money or some other valuable consideration.
3.1.1 Five Main Types of Customers
In the retail industry, customers can be segmented into five main types:
1. Loyal customers: Customers that make up a minority of the customer base
but generate a large portion of sales.
2. Impulse customers: Customers that do not have a specific product in mind
and purchase goods when it seems good at the time.
3. Discount customers: Customers that shop frequently but base buying
decisions primarily on markdowns.
4. Need-based customers: Customers with the intention of buying a specific
product.
5. Wandering customers: Customers that are not sure of what they want to
buy
3.1.2CHARACTERISTICS /FEATURES OF CUSTOMERS
These are any attributes relating to personality, values, attitudes, interests, or
lifestyles. They are characteristics like social class, family life cycle, usage rate
& experience brand loyalty, personality & motives, perceived risk,
innovativeness, opinion and lifestyle that determine how a customer thinks of
1. Customers reign supreme. They control the experience they want; they
research, explore, and share.
2. Most of the Modern Customers are ALWAYS connected. 24 hours a day,
7 days a week, on any internet-enabled device.
3. Customers expect personal interactions
[12]
4. Customers compare, and compare, and compare. They look at products
they’re interested in across multiple channels and devices.
5. Customers trust word-of-mouth over brands.
6. Customers are highly opinionated. They’re ready to talk to anyone about a
good or bad experience. Customers are more likely to recommend a brand
after they’ve had a positive interaction with them.
3.2 Customer perception definition and Meaning
“Marketing concept that encompasses a customer’s impression, awareness, or
consciousness about a company or its offerings.”
(Meaning)
Customer collects information about a product and interprets the information to
make a meaningful image about a particular product, this is called as customer
perception. The entire process of customer perception starts when a consumer
sees or gets information about a particular product. This process continues until
the consumer starts to build an opinion about the product.When a customer sees
advertisements, promotions, customer reviews, social media feedback, etc.
relating to a product, they develop an impression about the product. Everything
that a company does affects customer perception. The way the products are
positioned in a retail store, the colors, and shapes in logos, the advertisements,
the discounts that are offered, everything impacts the customer perception.
3.2.1Factors influencing Customer perception
Customer perception can be influenced by external factors, some of which are
listed below:
1. Personal experience
Customer perception is highly influenced by the personal experience that a
customer had while buying and using a particular product. If the quality, customer
service, price, logo, color, discounts, etc. were able to make an excellent
impression on the minds of the customers, they would build a good perception of
[13]
the brand. But in case they did not enjoy the experience with the brand, it will
leave an everlasting impression.
2. Advertising
Customers get to see the products first through advertisements and therefore
become one of the biggest factors that influence customer perception. The
advertisement and campaigns that a company runs will help to build a positive
customer perception.
3. Influencers
People generally buy things when another person has tried and tested it. Such
people who have bought it first and tried the product become influencers. When
people hear about the great product that the influencer has tried out, it will
influence the person to buy it and test it out, as the recommendation has come
from a known person whom they trust.
4. Customer reviews
Many people look into the customer reviews before buying a product. This shows
that customer reviews are an important factor in defining customer perception. If
the consumers see that a product has a lower number of stars it means that product
does not have good customer reviews. The impression that it creates on the
consumer’s mind is negative.
5. Social Media
Social media has become the strongest medium to manage customer perception.
When social media audience gets consistent communication regarding a product,
the users build an image of the product. Social media can be used to post content,
images, videos, etc. which helps to build the kind of perception intended by the
company.
3.2.2 Importance of Customer Perception
Consumer perception can make or break any brand. When customers had a
pleasant experience of getting their products delivered on time they form a
[14]
perception. Getting the products that were as described in the product description
also creates a positive customer perception. When customers experienced a great
after-sale service it is going to develop a positive opinion about the brand.
But when customers had a bad experience such as broken products, no returns,
no after-sales service, etc. the customers build a negative perception about the
brand.
3.3 Customer Experience
Customer experience is what customers feel while shopping, affected by such
factors as how a store is laid out, the level of service they receive, and how easy
it is to find products.It is customers holistic perception of their experience with
any business or brand. Customer experience is the result of every interaction a
customer has with a company’s business, from navigating the website to talking
to customer service and receiving the product/service they bought from the
Company.
3.3.1 Influence of Customer experience on Company’s Business decisions
Delivering a great customer experience is hugely important for any business. The
better experience customers have, the more repeat custom and positive reviews
the business will receive, while simultaneously reducing the friction of customer
complaints and returns.
3.3.2 The benefits of delivering a great Customer Experience include:
*increased customer loyalty
*increased customer satisfaction
*better word-of-mouth marketing, positive reviews, and recommendations.
*ecommerce marketplaces can increase repeat custom and reduce returns.
*service industries can gain recommendations and reduce complaints.
3.4 Customer Satisfaction
Customer satisfaction is a measure of how products and services supplied by a
company meet or surpass customer expectation.It is defined as the number of
[15]
customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals
Customers play an important role and are essential in keeping a product or service
relevant so it is in the best interest of the business to ensure customer satisfaction,
and build customer loyalty.
3.5 After-sales Service
After-sales service, also called after-sales support, refers to the services and
support a business offers to the customers as part of its customer satisfaction and
customer retention policy after the offering is sold.
This after-sales service definition can be divided into three parts for better
understanding:
*Services and support provided to the customers: After-sales services include all
the services provided to the customer by the manufacturer, retailer, or a third-
party customer service or training provider concerning the offering.
*As part of customer satisfaction and customer retention policy: After-sales
services form a part of the marketing strategy targeted to increase customer
satisfaction, brand loyalty, and word-of-mouth-marketing by fulfilling what’s
promised to the customers.
*After the offering is sold: Such services are provided after the customer has paid
for the offering.
Examples of after sales service
*Warranty. A common example of after sales service is the provision of a
warranty for the good. A warranty allows the good to be repaired or replaced if it
breaks down within a certain period of time after purchase.
*Free service after six months (e.g. car/bike)
*Advice on how to use the product (Apple care)
*Firms following up with a phone call to the customer asking how the product is
working out.
[16]
3.6 Value for money products
They are described as goods that meet the measure of quality, which evaluates
the fiscal cost of purchasing against benefits, bearing in mind factors such as
installation, purpose, maintenance, and disposal among others. They can also be
described as products derived from each acquisition or every summation amount
of money spent by minimum purchase price as well as the maximum
effectiveness and efficiency of that particular purchase.These products are not
merely about saving money but also about making sure that the business remains
effective, efficient and economical.
3.7 Smartphones
A smartphone is a mobile phone that includes advanced functionality beyond
making phone calls and sending text messages and performs many of the
functions of a computer, typically having a touchscreen interface, internet access,
and an operating system capable of running downloaded apps.Most smartphones
have the capability to display photos, play videos, check and send e-mail, and
surf the Web. Modern smartphones, such as the iPhone and Android based phones
can run third-party applications, which provides limitless functionality.While
smartphones were initially used mostly by business users, they have become a
common choice for consumers as well.With the advancements in technology
modern smartphones are smaller and cheaper than earlier devices.Users also have
a much wider range of smartphones to choose from than before.Since
smartphones have a wide range of functionality, they require advanced software,
similar to a computer operating system. The smartphone software handles phone
calls, runs applications, and provides configuration options for the user. Most
smartphones include a USB connection, which allows users to sync data with
their computers and update their smartphone software. Smartphones can browse
the Internet and run software programs like a computer. Smartphones use a touch
screen to allow users to interact with them.
[17]
3.7.1 Smartphone History
The first smartphone was IBM's Simon, which was presented as a concept device
rather than a consumer device at the 1992 COMDEX computer trade show. It was
capable of sending emails and faxes, as well as keeping a calendar of events for
the user, as opposed to simply making calls and sending messages.Consumer
smartphones evolved away from personal digital assistants (PDAs) around the
turn of the 21st century when devices such as the PalmPilot began to include
wireless connectivity.Several manufacturers, including Nokia and Hewlett
Packard, released devices in 1996 that were combinations of PDAs and typical
cellphones that included early OSs and web browsing capabilities.BlackBerry
released its first smartphones in the mid-2000s, and they became very popular
with consumers and in the enterprise.Many of these early smartphones featured
physical keyboards.In 2007, LG released the Prada and Apple released the
iPhone, the first smartphones to feature a touchscreen. HTC released its Dream
smartphone a year later, which was the first to include Google's Android
OS.Other significant advancements in the history of smartphones include Sony's
release of the Xperia Z5 Premium phone with a 4K resolution screen in 2015.
Networking advancements in Wi-Fi and LTE have also progressed over the years,
improving the connectivity of smartphones for faster use. In 2019, folding
smartphones have started being released, such as Samsung’s Galaxy Fold.
3.7.2 Cell Phone vs Smartphone
A cellphone is simply a telephone that doesn't need a landline connection. It
enables the user to make and receive phone calls. Some cellphones also offer text
messaging.A smartphone has more advanced features, including web browsing,
software applications and a mobile OS. In turn, a smartphone also offers
capabilities such as support for biometrics, video chatting, digital assistants and
much more.
[18]
3.7.3 Key features &characteristics of a smartphone
* Storage(Internal memory)& R.A.M
The internal memory of a smartphone can either be eMMC (embedded-
MultiMediaController) or UFS (Universal Flash Storage). It can be expanded via
a microSD in some cases and contains user data such as photos, videos, music,
documents and app data. It is a permanent memory foam, and won't be lost when
the user turn off the device.RAM stands for Random Access Memory. RAM is
volatile, i.e. it does not store information like a memory card, it is temporary and
all information contained within is lost when you turn off the power.RAM is a
super-fast type of memory that stores the apps you've opened since you turned on
your phone.That memory lets you return to an app you've previously used and
pick up right where you left off, without delay.
* Speaker&Sound Quality
The sound quality of a speaker is the result of several elements-materials, design,
and executio and every detail matters in the final sound. Sound quality is
typically an assessment of the accuracy, fidelity, or intelligibility of audio output
from an electronic device. Quality can be measured objectively, such as when
tools are used to gauge the accuracy with which the device reproduces an original
sound; or it can be measured subjectively, such as when human listeners respond
to the sound or gauge its perceived similarity to another sound.
* Display quality
Display “Quality” provides the means to see just how accurately the newly
calibrated and profiled smartphone screen can display known color Values.It
determines the quality of viewing experience in smartphones.
* Smartphone Processor
Smartphone processor also known as chipset,is a component that controls every
applications and activities in smartphones and ensures it fuctions correctly.The
processor is the central hub of the smartphone.It receives and executes every
[19]
command,performing billions of calculations per second.The effectiveness of the
processor directly affects every applications in smartphones.
* Touchscreen.
Touch-screens are typically found on larger displays, in phones with integrated
PDA features. Most are designed to work with either the user’s finger or a special
stylus. Tapping a specific point on the display will activate the virtual button or
feature displayed at that location on the display. A touchscreen or touch screen is
the assembly of both an input ('touch panel') and output ('display'). The
touchscreen enables the user to interact directly with what is displayed in the
screen.
* GPS(Global Positioning System)
Most of the smartphones are equipped with Global Positioning System (GPS).
This technology allows people to locate certain addresses and area all around the
world. This helped improved not just communication, but most especially,
transportation.
* Wi-Fi
Wi-Fi(Wireless-Fidelity) is a facility allows computers, smartphones or other
devices to connect to the internet or communicate with other users wirelessly with
in a particular area.This wireless technology allows these devices to communicate
without direct ethernet cable, network cables,landlines or other physical
connections.
* The ability to download applications and run them independently.
*Support for third-party applications
* Wireless synchronization with other devices, such as laptop or desktop
computers.
* The ability to sync more than one email account to a device.
* The ability to run multiple applications simultaneously.
* A hardware or software-based QWERTY keyboard.
[20]
* A digital camera, typically with video capability.
* Internet connectivity.
* A mobile browser.
* Gaming.
*Alarm clock, stopwatch, timer.
3.7.4 Advantages of Smartphones
*Instant Communication
The advent of smartphone technology modernized communications. It has paved
the way to SMS, text messaging, call, video chat, and apps that allow people to
instantly communicate to everyone across the globe.Unlike previous
communication devices, they can be on hand for the caller at all times and used
in any place where there is a signal.
*Web Surfing
The smartphones also make it convenient for people to surf the web. These
devices are integrated with mobile browsers that enable them to research and
access websites anytime and anywhere. With this, people have easy access to
information.
*Camera
Camera is considered as most important feature in a smartphone. It saves people
from buying a separate digital camera to take photos and videos. According to a
2014 Comtech study, the camera ranked third as the most important consideration
for consumers in buying a smartphone. With this, smartphone giants make sure
their phones are equipped with the best camera.
*Entertainment
Smartphones are also viewed as a source of entertainment – games, music,
movies, and books.Watching movies and reading e-books are also convenient
through smartphones.
[21]
*Education
Smartphones also aid education, especially in children. With easy access to
information and helpful content, children can have a more interactive
learningthrough watching education videos and playing education applications.
*Productivity apps
Smartphones can do numerous functions with the help of appsThe functionality
of apps varies from each other – photo and video editor, ticket booking, online
store, payment system, data analysis, personal assistant, etc.
*Privacy
With smartphones, users can snap photos and secure their photo library with a
password. Using Smartphones users can also send messages to other devices
without the fear of anyone knowing it. Online transactions can also be done
through smartphones.
*Small and Convenient
They fit easily into your pocket or bag. They don't weigh much. There are
inexpensive models available for those with a limited budget. If the battery gets
low, you can recharge them in your car or plug them into an electrical outlet using
a cable.
*Texting
Text messaging (also known as texting) enables people to communicate with
short written messages. Originally, phones used SMS technology, allowing the
sending of letters, numbers, and symbols, but more recently, MMS technology
has allowed multimedia, such as photos and videos, to be sent too. Texting is a
great way to send someone an important instant message, as unlike email, people
are more likely to read their texts straightaway.
*Video in Real Time
Real-time video enables the live streaming of live events across the internet, as
well as to other phones and devices.
[22]
*Maps, Navigation, and Travel
GPS to direct us to our destinations. Whether driving, cycling, or walking, users
can get live updates on their present location, roadworks, accidents, and other
causes of slow-moving traffic, plus information on nearby facilities, such as
restaurants, gas stations, and hotels. When traveling by plane or train, Users can
use their smartphone to explore timetables, purchase and display their tickets.
*Online Banking and Finance
Smartphones are an excellent way to organize the users finances.Users can check
their account balances, transfer money, and pay bills, all with just a few clicks.
3.7.5 Disadvantages of Smartphones
*Costly
Smartphones can be expensive, especially those high-end phones with great specs
and features. Apart from the smartphone itself, some applications require
beingpurchased in order to fully use the other functionalities offered by the app.
If the User also want data connectivity, they need to maintain a data plan.
*Poor Social Interaction
Based on the new data released by analytics firm Flurry, people use smartphones
at least 5 hours a day. They also added that people’s usage of apps increases to
69% last 2017. With this, the “real” social interaction degrades. People no longer
interact with people outside as they tend to spend more time with their
smartphones.
*Distraction
Despite the productivity, smartphones can really be distracting. Applications
notify the user when there are messages, updates, latest offerings, etc. These
interrupt the momentum which can potentially affect users productivity.
*Health Issues
Smartphones are also found to have a negative impact on the users health.
Smartphones emit radiofrequency energy which can be absorbed by the tissues in
[23]
the body. Sleep deprivation is also one of the common bad effects of using
smartphones. Moreover, phones produce HEV light which can damage your eyes
retina.
*Addiction
This may include addiction to games, social media, etc.
*Privacy Threats
Even if smartphones are made private, there are still security risks and threats
everywhere. Hackers are always present and virtual viruses are potent.
Smartphones are vulnerable to these threats when the user access the internet.
*The electromagnetic radiation will be high because of the heavy internet usage
and might lead to health problems such as a brain tumor and Skin Cancer.
*Even many psychological issues such as loneliness, being suspicious all the
time, feeling self-centered etc. are caused by using a smartphone and being
online, for most of the time.
*Spending most of the time on your phone creates neck problems and sleep
deprivation.
*Chances of losing money due to fraudulence on the internet.
*Usage of Apps by not having complete awareness might lead to the leakage of
personal information, which could be really dangerous.
3.7.6 Market Share of Smartphones in India 2020

Chinese smartphone brands like Xiaomi, Oppo, Vivo and Realme dominated
the Indian smartphone market in India. These four brands had a total market
share of 69% with Xiaomi as the top player with 27% share, as
per International Data Corporation’s Quarterly Mobile Phone
Tracker. Samsung is the only non-Chinese smartphone brand among the top
five with a share of 20%. Vivo stood at the third position, with strong growth in
the offline channel, dethroning Samsung for the leadership position in the offline
[24]
channel with 30% share, driven by the dedicated efforts in marketing and
promotional activities in offline channels.Realme(sub brand of Oppo), at the
fourth spot, was the fastest growing mobile brand in India with a total share
of 13% and an YoY growth rate of 19%. Vivo snatched the third spot with a
share of 18% while Oppo took the fifth spot with 11% total market share.
OPPO's annual growth remained flat YoY in 2020, while it maintained a focus
on the offline channels, and regained its third slot ahead of Xiaomi with an 18%
annual share.Others includes Transsion (ranked sixth) accounted for an
impressive 64% annual growth in 2020, driven by its online-exclusive Infinix
portfolio and its Itel and Tecno-branded phones widely available in smaller towns
and rural areas. Apple, at the seventh slot, exited 2020 with YoY growth of
93%As per IDC, the Indian smartphone market exited 2020 at 150 million
units, a 1.7% YoY decline, after several years of growth.
Table 3.1 Market share of smartphones in India 2020
Company 2020Q4 2020Q4 2020Q4 2020 2020 2020

Shipment Market YoY Shipment Market YoY
Volumes share Growth Volumes Share Growth
Xiaomi 12.0 27% 12% 41.0 27% -6%
Samsung 7.7 17% 35% 29.7 20% -4%
Vivo 7.6 17% 10% 26.7 18% 12%
Realme 5.2 12% 11% 19.2 13% 19%
Oppo 5.1 11% 7% 16.5 11% 1%
Others 7.2 16% 75% 16.6 11% -23%
Total 44.8 100% 21% 149.7 100% -2%
Source: IDC Quarterly Moblie Phone Tracker, February 2021
[25]
3.8 Brands
A brand is an identifying symbol, mark, logo, name, word, and/or sentence that
companies use to distinguish their product from others. A combination of one or
more of those elements can be utilized to create a brand identity. Brands are used
in business, marketing, and advertising for recognition and, importantly, to create
and store value as brand equity for the object identified, to the benefit of the
brand's customers, its owners and shareholders.Eg; apple,nike,Tesla ,etc.
3.8.1 Brand equity
Brand equity refers to a value premium that a company generates from a product
with a recognizable name when compared to a generic equivalent. Companies can
create brand equity for their products by making them memorable, easily
recognizable, and superior in quality and reliability.Brand equity, in marketing,
is the worth of a brand in and of itself (the social value of a well-known brand
name).Brand equity describes the level of sway a brand name has in the minds of
consumers,and the value of having a brand that is identifiable and well thought
of.Brand Equity, the value of a brand, is largely determined by
four key elements: brand awareness, brand attributes and associations, perceived
quality, and brand loyalty.
3.8.2 Brand preference
It represents which brands are preferred under assumptions of equality in price
and availability. Brand preference is a reflection of customer loyalty, successful
marketing tactics, and brand strengths. Brand preference indicates the degree to
which a consumer is inclined to use a particular brand's product instead of a
competitor's and contributes significantly to brand equity.
3.8.3 Brand Awareness
Brand awareness is a marketing term that describes the degree of consumer
recognition of a product by its name. Creating brand awareness is a key step in
promoting a new product or reviving an older brand. Ideally, awareness of the
[26]
brand may include the qualities that distinguish the product from its competition.
3.8.4 Brand Loyalty
Brand loyalty, in marketing, consists of a consumer's commitment to repurchase
or continue to use the brand. It can be demonstrated by repeated buying of a
product, service, or other positive behaviors such as word of mouth advocacy.
3.8.5 Brand Association
Brand association is anything which is deep seated in customer's mind about
the brand. Brand should be associated with something positive so that the
customers relate your brand to being positive.Brand associations are the attributes
of brand which come into consumers mind when the brand is talked about.
3.8.6 Brand Attributes
Brand attributes are the functional and emotional associations which are assigned
to a brand by its customers and prospects.They are the basic elements for
establishing a brand identity.
3.9 Perceived Quality
Perceived quality can be defined as the customer's opinion about the overall
quality or image of the product or service or the brand itself with respect to its
purpose of use as against its alternatives. Perceived quality might not be linked
to the actual product but is more skewed towards the brand image, customer
experience with the brand and its other products, peer opinions, etc.
3.10 Most Popular Chinese Smartphone Brands in India
Here is the list of top Chinese smartphone companies in India. According to a
study by Trendforce, Chinese phone makers represented six of the global top ten
in smartphones. The brands are: Lenovo, Xiaomi, ZTE, TCL/Alcatel, Huawei and
Coolpad.
a.Xiaomi – Redmi – Mi
Xiaomi was the largest smartphone company in China, leading both the largest
smartphone as well as television market of India and China.The most popular
[27]
brands of Xiaomi smartphones are Mi Note Series, Mi Series and Redmi
Series.Redmi brand of smartphones are owned by the Chinese company Xiaomi,
Xiaomi’s secret weapon was essentially price. It sells high-end reliable product
(with a premium Android ‘skin’ called MIUI). Also, it mostly sells online , so no
retail margins.
b.OnePlus 1+
OnePlus creates beautifully designed smartphone with best technology. The
Chinese smartphone manufacturer opened new OnePlus stores as well as new
service centre in India.The company is a genuine innovator in two ways. First, its
phones run on CyanogenMod, a reworking of Android that looks like the raw
stock Android OS but lets users configure for their own needs. Second, OnePlus
distributes its phone by personal invitation. The latter strategy has come in for a
lot of criticism, but at least OnePlus was trying to do something different. And
users love its sleek stylish devices.
c.Vivo
Vivo Mobile owned by Chinese BBK Electronics that manufactures smartphones,
has expanded its business over 100 countries. Vivo is one of the most popular
Chinese mobile brands in India along with Oppo, Realme, Xiaomi and OnePlus.
d.Oppo
Oppo mobile communications company is one of the leading manufacturer of
smartphones in India and top smartphone brand in China. The Chinese brand
Oppo is also sponsor of Indian national cricket team.
e.Realme
Realme first appeared in China in 2010 with the name “OPPO Real”.It was a sub-
brand of Oppo. Realme is a Chinese smartphone manufacturer and Shenzhen
based (headquaretered) independent company, launched Realme 1 exclusively to
the Indian mobile market in 2018.
[28]
f.Lenovo (Motorola)
Lenovo Chinese company is the world’s largest personal computer vendor and
also one of the largest manufacturer of tablet, smartphones and laptops. Lenovo
Group acquired the popular smart phone brand company, Motorola Mobility from
Google.
g.Meizu
Meizu Technology moved its focus to smartphones in 2008 and today one of the
largest smartphone manufacturer in the world. MEIZU M6T, MEIZU 16th are
the two most popular smartphones available in India from Meizu with screen
fingerprint recognition with 20 MP front cameras.
h.Coolpad
Coolpad is a large smartphone company in China, offering wide range of
smartphones geared with metal body, fingerprint scanner,4000 mAh battery and
front-facing camera etc.Coolpad has actually been around since 1993, making
white label devices for big operators like T-Mobile. But it emerged as its own
brand on the back of the Android boom.
i.Zopo Mobile
Zopo entered into the Indian market of smartphone with their product Speed 7
and Speed 8 smartphone in August 2015. Zopo Mobile headquartered in
Shenzhen of China and is the first company to launched Linux OS smartphone in
India.
j.Huawei
Huawei Technologies sells consumer electronics and smartphones in India, also
opened a research and development center in Bangalore. The global leader of
telecom sector, Huawei has engagement with the Indian government for 5G trials.
k.Tecno Mobile
Tecno Chinese mobile is based in Hong Kong, officially entered into the Indian
market in April 2016 and also identified India as one of the top emerging markets
[29]
of smartphone in Asia along with Bangladesh and Nepal.
l.Gionee The firm has a long history in consumer electronics, starting out in 2002
in video and DVD. By 2005, it was a phone maker with its own manufacturing
facility in Dongguan.Gionee introduced its first Made in India smartphone F103.
Gionee India was sold to Karbonn Mobiles.
m.Honor - Honor(stylized and marketed as HONOR) is a sub-brand of the

Chinese corporation Huawei.Honor is a smartphone brand owned by Shenzhen
Zhixin New Information Technology Co., Ltd. It was formerly owned by Huawei
Technologies.Honor provides smartphone handsets targeting young consumers.
While Honor was officially founded in 2013, the project was actually conceived
in late 2011.
[30]
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1 Gender wise classification of respondents
Gender Frequency Percentage

Male 28 56
Female 22 44
Total 50 100
Source: Primary data
Figure 4.1 Gender wise classification of respondents
44
56
Male Female
Interpretation
This table shows that the respondents include 56% of male members and 44% of
female members.
[31]
TABLE 4.2 Educational Qualification of respondents
Qualifications Frequency Percentage
S.S.L.C 3 6
PLUS TWO 19 38
GRADUATION 25 50
P.G 3 6
Total 50 100
Figure 4.2 Educational Qualification of respondents
60
50
40
30
20
10
0
SSLC Plus Two Graduation P.G
Interpretation
6% of the repondents have S.S.L.C as their educational qualification, 38% of the
respondents have plus two as qualification, 50% of the respondents have
graduation as qualification and another 6% of repondents have P.G as their
qualification.
[32]
TABLE 4.3 Awareness/knowledge level of Chinese Smartphone brands
Particulars Frequency Percentage
High 7 14
Moderate 35 70
Low 8 16
Total 50 100
Figure 4.3 Awareness/knowledge level of Chinese Smartphone brands
80
70
60
50
40
30
20
10
0
High Moderate Low
Interpretation
Only 14% of respondents posses high level of knowledge/awareness about
Chinese Smartphone brands,70% of the respondents have moderate level of
awareness and 16% of the respondents have low knowledge level.
[33]
TABLE 4.4 Purchase intention/preference of Customers towards Chinese
Smartphone brands.
Chinese Smartphone Frequency Percentage
brands
Xiaomi/Redmi/Mi 15 30
Oneplus 18 36
Oppo 7 14
Vivo 8 16
Honor 2 4
Total 50 100
Figure 4.4 Purchase intention/preference of Customers towards Chinese
Smartphone brands
40
35
30
25
20
15
10
5
0
Interpretation
Majority of the respondents (36%) prefers Oneplus smartphones for purchasing
and only 4% of the respondents prefers honor smartphones.
[34]
TABLE 4.5 Awareness level/experience about after sale services of Chinese
Smartphone brands
Very good 3 6
Good 26 52
Average 16 32
Neutral 3 6
Not good 2 4
Total 50 100
Figure 4.5 Awareness level/experience about after sale services of Chinese
Smartphone brands
60
50
40
30
20
10
0
Very good Good Average Neutral Not good
Interpretation
52 % of the repondents have good experience/awareness level about the after sale
services of Chinese Smartphone brands and only 4% of the respondents have bad
experience/awareness level.
[35]
TABLE 4.6 Customers considered price range when purchasing a Chinese
Smartphone
Price range (in Rs.) Frequency Percentage
Below 10000 3 6
10000 - 15000 24 48
15000 - 25000 14 28
25000 - 40000 6 12
40000 and above 3 6
Total 50 100
Figure 4.6 Customers considered price range when purchasing a Chinese
Smartphone
60
50
40
30
20
10
0
Below 10000 10000 - 15000 15000 - 25000 25000 - 40000 40000 - and
above
Interpretation
48% of the respondents prefers/choose 10000–15000 price range as their
considered price range when purchasing a Chinese brand smartphone, 6% of the
repondents choose 40000&above as their considered price range.
[36]
TABLE 4.7 Major reason/criteria for preferring Chinese Smartphone
Brands
Low price 15 30
Overall Performance 32 64
Build Quality 3 6
Total 50 100
Figure 4.7 Major reason/criteria for preferring Chinese Smartphone
Brands
Overall Performance Build quality Low price
30%
64%
6%
Interpretation
64% of the respondents chooses Overall performance as their prime criteria for
preferring Chinese Smartphone brands, 30% of the respondents chooses Low
price and only 6% of the respondents chooses Build quality as their prime criteria
for preferring Chinese smartphones.
[37]
TABLE4.8 Degree of Agreement towards the statement, Chinese
Smartphone Brands market is growing much better than other Smartphone
brands market in Kerala.
Agree 37 73
Neutral 13 26
Disagree 0 0
Total 50 100
Figure 4.8 Degree of Agreement towards the statement, Chinese Smartphone
Brands market is growing much better than other Smartphone brands
market in Kerala.
Agree Neutral Disagree
0%
26%
74%
Interpretation
74% of the respondents agree that Chinese Smartphone brands market is growing
much better than other Smartphone brands in Kerala, 26% of the respondents has
neutral opinion on this statement and none of the respondents showed
disagreement to the above statement.
[38]
TABLE 4.9 Specific feature needs to be improved more in Chinese Brand
Smartphones
Specific Features Frequency Percentage
Storage & R.A.M 16 32
Camera quality 9 18
Processor 12 24
Display quality 5 10
Speaker quality 4 8
Others 4 8
Total 50 100
Figure 4.9 Specific feature needs to be improved more in Chinese Brand
Smartphones
35
30
25
20
15
10
0
Storage & RAM camera quality Processor Display Quality Speaker quality Others
Interpretation
32% of the respondent’s opinion is to improve Storage&R.A.M and 8% of the
respondents mentioned about some other features (battery backup, optimization,
build quality etc) to be improved.
[39]
TABLE 4.10 Satisfaction level of Overall performance of Chinese Brand
Smartphones
Highly satisfied 2 4
Satisfied 30 60
Neutral 18 36
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100
Figure 4.10 Satisfaction level of Overall performance of Chinese Brand
Smartphones
Percentage
Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
Interpretation
60% of the repondents are satisfied with the performance of the Chinese
Smartphones, 36% of them have neutral opinion on this and none of the
respondents are either dissatisfied or Highly dissatisfied.
[40]
TABLE 4.11 Problems faced by Customers while using Chinese Brand
Smartphones
Difficulty in multitasking 9 18
Heating issues 35 70
Camera issues 2 4
No issues 4 8
Total 50 100
Figure 4.11 Problems faced by Customers while using Chinese Brand
Smartphones
80
70
60
50
40
30
20
10
Difficulty in multitasking Heating issues Camera issues No issues
Interpretation
70% of the respondents faced Heating issues while using Chinese Brand
Smartphones, 8% of the respondents faced no issues at all.
[41]
TABLE 4.12 Probability for switching to alternate brands
Yes 16 32
Maybe 32 64
No 2 4
Total 50 100
Figure 4.12 Probability for switching to alternate brands
70
60
50
40
30
20
10
0
Yes Maybe No
Interpretation
64% of the respondents says they may switch over to alterbate brands if they offer
similar smartphones with same features for a lower price and only 4% of the
respondents says they will not switch over to alternate brands.
[42]
TABLE 4.13 The Smartphone brand which offer more value for money
products in mid range budget segment
Indian Smartphone brands 9 18
Chinese Smartphone brands 41 82
Other Smartphone brands 0 0
Total 50 100
Figure 4.13 The Smartphone brand which offers more value for money
products in mid range budget segment
PERCENTAGE
Chinese Smartphone brands Indian Smartphone Brands
Other smartphone brands
0%
18%
82%
Interpretation
82% of the respondents says Chinese Smartphone brands offer more value for
money products in mid range budget segment and only 18% of the repondents
says Indian Smartphone brands offer more value for money products.
[43]
TABLE 4.14 Perception about price of Chinese Brand Smartphones
(Expensive or not)
Yes 1 2
Maybe 17 34
No 22 44
Don’t Know 10 20
Total 50 100
Figure 4.14 Perception about price of Chinese Brand Smartphones
(Expensive or not)
50
45
40
35
30
25
20
15
10
0
Yes Maybe No Don't Know
Interpretation
44% of the respondents says Chinese Brand Smartphones are not expensive and
only 2% of the respondents says Chinese brand smartphones are expensive.
[44]
TABLE 4.15 Suggest Chinese Smartphones to others
Yes 18 36
Maybe 28 56
No 4 8
Total 50 100
Figure 4.15 Suggest Chinese Smartphones to others
60
50
40
30
20
10
0
Yes Maybe No
Interpretation
56 % of the respondents says they may suggest Chinese smartphones to others
and only 8% ot the respondents says they will not suggest it to others.
[45]
TABLE 4.16 Ranking of Specific features/Characteristics of smartphones
by respondents to the order of priority they consider while
selecting a chinese smartphone
Features Frequencies
Rank Rank Rank Rank Rank
1 2 3 4 5
Camera,Display quality & Build quality 24 6 8 6 6
Storage capacity & R.A.M. 8 22 9 10 1
Sound quality 4 4 24 8 10
Performance of processor 4 11 5 18 12
Battery capacity 10 7 4 8 21
Total frequencies 50 50 50 50 50

TABLE 4.16.1 Ranking of Specific features/Characteristics of smartphones
Features Total (points) RANK
Camera,Display quality & Build quality 186 1
Storage capacity & R.A.M. 176 2
Sound quality 134 3
Performance of processor 127 4
Battery capacity 127 4
[46]
Figure 4.16 Ranking of Specific features/Characteristics of smartphones
200
180
160
140
120
100
80
60
40
20
0
Camera,Display Storage capacity Sound Quality Performance of Battery Capacity
quality &Build and RAM Processor
quality
Interpretation
Most of the respondents gave rank 1 for Camera,Display quality& build quality
and chose it as their 1st priority smartphone feature while selecting a Chinese
Smartphone likewise most of the repondents gave rank4 for performance of
processor and Battey capacity respectively as their least priority Smartphone
feature while selecting a Chinese smartphone.
[47]
Table 4.17 Respondents level/degree of agreement
(S.D stands for strongly disagree, S.A stands for strongly Agree and N stands for
Neutral)
Statements S.A Agree N Disagree S.D
Q15.Chinese Smartphone brands 28% 46% 24% 0% 2%
are more economical than other
brands.
Q16.They are more durable/They 6% 34% 36% 20% 4%
lasts long.
Q.17.I usually consult my friends 14% 48% 34% 4% 0%

/relatives before buying a chinese
smartphone.
Q18.Chinese Smartphones have a 12% 46% 26% 12% 4%

user friendly&simple interface.
Q19.Chinese Smartphone brands 10% 30% 40% 14% 6%

are reliable brands.
Q20.Chinese Brand's smartphones 20% 32% 38% 4% 6%

are more fashinable &attractive.
Total percentage 100 100 100 100 100
Total frequency 50 50 50 50 50
[48]
Figure 4.17 Respondents level/degree of agreement
60%
50%
40%
30%
20%
10%
0%
S.A Agree N Disagree S.D
Interpretation
Most of the respondents agreed that Chinese smatphone brands are more
economical than other brands.Majority of them have neutral opinion on the
statement that Chinese smartphones are more durable.48% of the respondents
agreed that they usually consult their friends and relatives before buying a chinese
smartphone.46% of the respondents agreed that Chinese Smartphones have a user
friendly & simple interface and only few of them showed disagreement with
this.Most of them have neutral opinion on the statement that Chinese smartphone
brands are reliable brands and 15% of them showed their disagreement towards
this and most of the repondents gave neutral response to the statement that
Chinese Brand’s smartphones are more fashionable and attractive
[49]
5.1. FINDINGS
*Most of the respondents have Sufficient/moderate level of awareness about
Chinese Smartphone brands and only few of them have low knowledge
level.From this it is concluded that Chinese smartphone brands have much
popularity among young generation.
*Oneplus and Xiaomi’s smartphones are the most preferred Chinese Brand
Smartphones for purchasing by the respondents.
*Majority of the repondents have good experience/awareness level about the after
sale services of Chinese Smartphone brands.
*Many of the respondents preferred/chose 10000–15000 price range as their
considered price range when purchasing a Chinese brand smartphone and few of
the repondents chose 40000&above as their considered price range.
*Overall performance was the respondents prime criteria for preferring Chinese
Smartphone brands and many of them chose Low price.
*Majority of the respondents agreed that Chinese Smartphone brands market was
growing much better than other Smartphone brands in Kerala.
*Specific features that are needed to be improved in Chinese Brand Smartphones
are Storage&R.A.M and processor according to majority of the respondents and
some of them suggested some other features such as battery backup, optimization,
build quality etc to be improved more in Chinese smartphones.
*Most of them are satisfied/had neutral opinion with the performance of the
Chinese Smartphones.
*Heating issues are the major issue faced by majority of the users while using
Chinese Brand Smartphones.
*When asked about opinion on switch over to alterbate brands if they offer similar
smartphones with same features for a lower price, most of the respondents had
responded positively.This showed that brand loyalty had not much role/impact
on customers buying decisions in the case of Chinese smartphones and very few
[50]
of them had different opinion on this.
*Majority of the users said that Chinese Smartphone brands offer more value for
money products in mid range budget segment.
*Many of them said that Chinese Brand Smartphones aren’t expensive.
*Most of them are ready to suggest Chinese smartphones to others.
*Majority of the respondents chose Camera,Display quality& build quality and
Storage capacity&R.A.M as their 1st priority and 2nd priority smartphone feature
respectively while selecting a Chinese Smartphone likewise most of the
repondents chose processor and Battey capacity respectively as their least priority
Smartphone feature while selecting a Chinese smartphone.
*Most of the respondents agreed that Chinese smatphone brands are more
economical than other brands.
*It is seen that majority of them expressed neutral opinion on the statement that
Chinese smartphones are more durable.
*Many of the respondents agreed that they usually consult their friends and
relatives before buying a chinese smartphone.
*The Interface of Chinese smartphones are simple and user friendly according to
the opinion of majority users.
*It is found that most of the respondents had neutral opinion on the statement
regarding reliabilty of Chinese smartphone brands.
*Many of the repondents said that Chinese Brand’s smartphones are more
fashionable and attractive.
5.2 Suggestions
*Chinese Smartphone companies need to improve duarability of their
smartphones.
*Battery optimization & backup, processor,storage and bulid quality are the
specific features needed to be improved more in Chinese smartphones according
to the results of the study.
[51]
*Chinese smartphones build design need to be more stronger,fashinable and
appealing and try to avoid plastic built body.
*The smartphone companies must focus on overall performance of the devices
with innovation and maintained quality rather than only relied to camera aspects
and cheap pricing only so as to ensure increasing market share.
*Price and Quality being dominant factors for purchase decision, smartphone
companies have to maintain competitiveness in order to hold their positions and
sustain it through delivering high quality products at honest prices.
*The Chinese smartphone companies can regain the confidence in their
customers by providing more care for privacy and security of the users as many
of the respondents had a fear of security/privacy issues.
*Due to the increasing availability of various smartphone options and newer
competitors entering the Indian smartphone market gradually it is vital for
Chinese smartphone companies to address factors like price, quality of their
product and need more innovative advertising/promotion techniques to promote
the product, to effectively market to their target segment.
*Chinese Smartphone Companies are needed to provide/add more security
features in the smartphones in order to Create a trust in mind of customers towards
security of their devices.
*According to the results of this study most of the respondents may switch to
alternate brands if they offer similar specifications and pricing strategies for
smartphones so Chinese smartphone companies needed to consistently provide
more quality smartphones in order to maintain loyal customers.
*The Chinese smartphone companies are recommended to reduce the heating
problems in their smartphones as many of the users faces heating issues and this
wasone of the major issue faces by users in Chinsese smartphones.
*According to the results of the study Camera,Display quality& build quality and
Storage capacity& R.A.M plays a crucial role in Chinese smartphone purchase
[52]
decisions therefore the Chinese smartphone manufacturers should focus on
improving these aspects, so that large number of customers are attracted to them.
5.3 Conclusions
The result of the research confirmed that a majority of the Customers buying
decisions are less influenced by brand loyalty and brand awareness and price,
perceived quality & smartphone specifications plays major role in customers
perception towards Chinese smartphones.Customers buys smartphone based on
features and overall performance and factors affecting performance of
smartphones rather than brandname or brand value or Brand only.Most of the
respondents of this research were mainly youth.Findings indicate that most of the
respondents had overall good experience on Chinese smartphones and most of
them recommended to use/buy it and majority of them had good satisfaction on
these smartphones also.The Smartphone industry in india is growing at a high rate
therefore it is important for various smartphone manufacturers to understand the
factors affecting consumer’s perception towards Chinese brand smartphones.This
study may also be useful for Indian Smartphone manufacturers to compete against
Chinese smartphone brands.Since Chinese smartphones have comparitively high
market dominance in Indian smartphone market and it shows the acceptance and
recognition of Chinese smartphone brands.The study reveals that Chinese
smartphones are more economical and affordable than other brands with
attractive features and specifications and also the users had good experience with
the after-sales sevice of Chinese brand smartphones.
[53]
Bibliography Reference:
1) Jain, R., & Bagga, D. T. (2017). STUDY OF CONSUMER PERCEPTION
TOWARDS MOBILE PHONE OF CHINESE BRANDS. International Research
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180. Retrieved from http://www.irjmst.com
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Consumers in Nepal. Journal of Asian Finance, Economics and Business, 8(2 ,
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doi:10.13106/jafeb.2021.vol8.no2.0465
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BRANDS: GENDER, CONSUMERS BEHAVIOURAL AND ATTITUDINAL.
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4) Appiah, D., Ozuem, W., Howell, K. E., & Lancaster, G. (2019). Brand
switching and consumer identification with brands in the smartphones industry.
Journal of Consumer Behaviour, 18(6), 463–473.
doi:https://doi.org/10.1002/cb.1785
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1007-6735), 1421-1430. Retrieved from https://jusst.org
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PERCEPTION AND PREFERENCE TOWARDS SMARTPHONE. ICTACT
JOURNAL ON MANAGEMENT STUDIES, 4(3, ISSN: 2395-1664 (ONLINE)),
788-792. doi:10.21917/ijms.2018.0106
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7) Gupta, M. J., & Singh, D. (2019). Influence of Product's Price on Consumers
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: 2456-6675, ISSN (P) : 0972-8058), 25-36. doi:https://dx.doi.org/10.33601
8) Fazal, O., & Kanwal, S. (2017). Determinants of brand loyalty: A case study
of Asian Mobile Phone Users. International Journal of Scientific and Research
Publications, 7(12, ISSN 2250-3153), 181-191. Retrieved from www.ijsrp.org
9) Sthapit, A., Laohakosol, W., & Sharma, A. (2018). Impact of product-related
and social factors on purchase intention of smart-phone buyers in Nepal. The
Sankalpa: International Journal of Management Decisions, 4(1, ISSN: 2454-
7425), 115-138. doi:10.2139/ssrn.3238642
10) Bringula, R. P., Moraga, S. D., Catacutan, A. E., Jamis, M. N., & Mangao,
D. F. (2018). Factors influencing online purchase intention of smartphones: A
hierarchical regression analysis. Cogent Business & Management, 5(1, ISSN:
(Print) 2331-1975 (Online)), 1-18.
doi:https://doi.org/10.1080/23311975.2018.1496612
Websites and URLs:
*https://www.investopedia.com/terms/b/brand.asp#:~:text=A%20brand%20is%
20an%20identifying,name%20is%20called%20a%20trademark.
*http://www.walkthroughindia.com/industry/top-12-most-popular-chinese-
mobile-brands-in-india/
*https://techterms.com/definition/smartphone
*https://www.nextpit.com/ram-rom-internal-memory-differences
*https://clootrack.com/knowledge_base/what-is-customer-
perception/#What_are_the_Factors_Influencing_Customer_Perception
[55]
*https://www.gadgetsnow.com/tech-news/chinese-smartphone-brands-continue-
to-dominate-indian-smartphone-market-
idc/articleshow/80928589.cms#:~:text=Chinese%20smartphone%20brands%20l
ike%20Xiaomi,total%20market%20share%20of%2069%25.&text=0-
,Chinese%20smartphone%20brands%20like%20Xiaomi%2C%20Oppo%2C%2
0Vivo%20and%20Realme%20dominated,Indian%20smartphone%20market%2
0in%20India.
*https://www.wikipedia.org
*https://www.slideshare.net
[56]
APPENDIX
[57]
Customer Perception and Experience towards Chinese Smartphone Brands
Questionnaire
Section:A
Name:
Age: 14 – 20 20 – 40
Gender: Male Female Other
Educational Qualification :SSLC Plus Two Graduation PG Others
1.Your awareness /knowledge level about Chinese Smartphone brands?
High Moderate Low
2.Which Chinese Smartphone brand do you intend to purchase / prefer to
purchase?
Redmi/Xiaomi/Mi Oppo Oneplus Vivo Honour Motorola
Others
If others please specify*
3.Your experience /awareness about after-sales service of Chinese Smartphone
Brands?
Very good Good Average Not good Neutral
4.What is your considered price range when purchasing a Chinese Smartphone?
Below 10000 10000- 15000 15000-25000 25000-40000
40000 and above
5.Main Reason for preferring Chinese Smartphone brands?
Low price Build quality Overall performance Others
If others please specify*
6.Chinese Smartphone Brands market is growing much better than other
Smartphone brands market in Kerala, Do you agree?
Agree Neutral Disagree
7.In your opinion which specific feature need to be improved more in Chinese
Smartphones?
[58]
Camera quality Processor Speaker quality storage&RAM
Display quality
8.Are you satisfied with the overall performance of Chinese Smartphones?
Highly Satisfied Satisfied Neutral Highly Dissatisfied
Dissatisfied
9.What are the problems faced by you while using Chinese Smartphones?
camera issues Heating issues Difficulty in multitasking Other issues
No issues
if other issues please specify*
10.Would you switch over to alternative brands if they offer a similar smarphones
with same features for a lower price?
Yes Maybe No
11.Which Smartphone brands offer more value for money products in mid-range
budget segment?
Chinese Smartphone brands Indian Smartphone brands
Other brands
If other brands please specify*
12.Do you think that Chinese smartphones are expensive?
Yes May be Don’t Know No
13.Will you suggest Chinese smartphones to others ?
Yes No May be
[59]
Section:B
14.Rank the following specific features /Characteristics of smartphones to the

order of priority you consider while selecting a Smartphone?
No Features Rank
1 Camera, Display quality and
Build quality
2 Storage capacity and RAM
3 Sound Quality
4 Performance of Processor
5 Battery Capacity
Section:C
Please specify the degree of agreement with the following statements.
[ please tick on the most suitable box ]
Strongly Disagree Neutral Agree Strongly

Categories Agree Disagree
15.Chinese
Smartphone
brands are more
economical than
other brands
16.Chinese
Smartphones are
more durable
/they lasts long.
[60]
17. I usually
consult my
friends or
relatives before
buying a
Chinese
smartphone.
18.Chinese
smartphones
have a user
friendly &
simple interface
19.Chinese
Smartphones are
reliable brands
20.Chinese
Brand’s
Smartphones are
more
fashionable&att
ractive
[61]

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“ A STUDY OF CUSTOMER PERCEPTION AND EXPERIENCE

TOWARDS CHINESE SMARTPHONE BRANDS AMOUNG YOUTH IN

Project Report submitted to

In partial fulfillment of the requirement for the award of the degree of

Under the supervision of

This is to certify that the project entitled “ A STUDY OF CUSTOMER

Prof. Dr. JOSHEENA JOSE Prof. JEBIN K. DAVIS

(Head of the department) (Project Guide)

Place: Irinjalakuda NAVANEETH JYOTHI

Place: Irinjalakuda NAVANEETH JYOTHI

1.3 significance of study

3.7.6 Market Share of Smartphones in India 2020

Table 3.1 Market share of smartphones in India 2020

Company 2020Q4 2020Q4 2020Q4 2020 2020 2020

m.Honor - Honor(stylized and marketed as HONOR) is a sub-brand of the

Gender Frequency Percentage

Overall Performance Build quality Low price

Agree Neutral Disagree

Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

Difficulty in multitasking Heating issues Camera issues No issues

Source: Primary data

Camera,Display quality & Build quality 186 1

Storage capacity & R.A.M. 176 2

Sound quality 134 3

Performance of processor 127 4

Battery capacity 127 4

Source: Primary data

Q.17.I usually consult my friends 14% 48% 34% 4% 0%

Q18.Chinese Smartphones have a 12% 46% 26% 12% 4%

Q19.Chinese Smartphone brands 10% 30% 40% 14% 6%

Q20.Chinese Brand's smartphones 20% 32% 38% 4% 6%

Total percentage 100 100 100 100 100

Source: Primary data

S.A Agree N Disagree S.D

14.Rank the following specific features /Characteristics of smartphones to the

Please specify the degree of agreement with the following statements.

[ please tick on the most suitable box ]

Strongly Disagree Neutral Agree Strongly

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