ACKNOWLEDGEMENT

Firstly,I thank to God Almighty who showers his blessings upon me,who guides,sheilds,and
strengthens me all the time.
I wish to express my gratitude and heartfelt to our College Principal,Fr.Dr.Mathew Paul
Ukken for his encouragement and giving me the opportunity to do this research.
I am thankful to Dr VJ Thomas,our HOD for providing us the valuable resources and the time
for completing the project within the stipulated time.
Last but not the least,I would like to express my sincere gratitude towards Ms Arya, my
project guide without whose guidance and encouragement,I could not have completed my
Project work.Insipte of her busy schedule,she spared some of her precious time to me for this
work.Thankyou,for all the help and guidance.I am also thankful to all the faculties of the
department of their valuable advices and cooperation,rendered for the successful completion
of my project.
I put forward my thankfulness to the Librarian and the Non teaching staffs of Sahrdaya
College Of Advanced Studies,Kodakara for their cordination.I also make use of this
opportunity to thank my family and friends and classmates who have been a source of
inspiration. Without them it would have been impossible for me to complete this project
successfully.

11
Place :Kodakara Rima Rajith
Date: EKAVBCM140

12
 CONTENTS
CHAPTER TITLE PAGE NO
NO.
1 INTRODUCTION
2 REVIEW OF LITERATURE
3 THEORETICAL FRAMEWORK
4 DATA ANALYSIS AND INTERPRETATION
5 FINDINGS,SUGGESTIONS AND CONCLUSION
6 BIBLIOGRAPHY
7 ANNEXURE

13
 LIST OF TABLES
TABLE NO TITLE PAGE NO
1
2
3
4
5
6
7
8
9

14
LIST OF FIGURES

15
 CHAPTER-1
INTRODUCTION

16
 1.1 INTRODUCTION
The product abundance is visible in the over crowded shelve. There is virtual product
explosion in various product categories. Only few of the companies win consumer’s heart and
soul. Brands are new business warriors. When role of other conventional assets is getting
marginalized in winning marketing war, marketers look up to brands for making their bottom
lines black. Thus modern day marketing is all about creation and management of brands.
Brands are all pervasive. The purpose of any business is to create customers at a profit and
the most valuable asset for a company is customer’s loyalty. Brands explain the way people
live in a society. The value of a brand comes from its ability to gain an exclusive, positive
and prominent meaning in the minds of a large number of customers. Brands are valuable
assets to organizations and also are important to consumers. American Marketing Association
defined brand as ‘a name, term, sign, symbol, or design, or a combination of them, intended
to identify the goods and services of one seller or group of sellers and to differentiate them
from those of competition.’ Prof. Theodore Levitt quoted ‘The new competition is not
between what companies can produce in their factories but between what they add to their
factory output in the form of packaging, service, advertising, customer service, financing
delivery arrangements, warehousing, and the things people value.’ Thus, a brand is much
more than what AMA definition describes. Brands live in customer’s mind and are much
more than just a tag for their recognition and identification. They are the basis of consumer
relationship and bring consumers and marketers closer by developing a bond of faith and trust
between them. The promise of brand is consistent with reliable quality, service, and overall
psychological satisfaction.There are four important elements in branding. They are brand
identity, brand image, brand position, and brand equity. Brand identity consists of the brand
physique, brand personality, brand reflections, self image. The identity explains the unique
combination of attributes for the brand. The brand image is the descriptive thought that
consumers hold towards the brands and often explain the unique combination of attributes for
the brand. The brand image is the descriptive thought that consumers hold towards the brands
and often explain them through metaphors. Brand position is the act of communication
through which the brand manager identifies the consumer relevant dimensions and
communicates about the brand on these dimensions. Brand equity is what the customer is
ready to pay more when all other brands are available in the market. Higher brand equity
leads to the brand preference. Attaining and sustaining preference is an important step on the
road to gain the brand loyalty. Consumer prefer a particular brand because they find it easier
to interpret what benefits brand offers feel more confident of it and get more satisfaction from
using it. Because of consumer preference the brand can charge a higher price, command
loyalty, and run efficient marketing programmes. The brand preference therefore leads to
higher asset value.

17
 1.2 STATEMENT OF THE PROBLEM
In the human life, there is the great change in the standard of living by the invention of the
mobile phones. They have been the heart and soul of the human beings in any part of the
world. By the invention of the great phones they have been the cup of tea because they have
all the functions like voice calling, text messaging and mobile Internet access is an unsettling
one. As we all familiar, cell phones didn’t just happen overnight. They evolved, just like us.
Cell phones evolved over five different generations, the latest of which is still being rolled
out and adopted by users. By the time most of us will have switched to 4G there will
undoubtedly be yet another standard to aspire to. A lot of sudden changes has been accepted
by us from the time that mobiles were unheard of in India to the present where they have
become almost everyone’s priority. In the recent times, we have seen that the Indian
telecommunications sector has undergone a major process of changes because of significant
Government policies reforms.
The Indian cell phones scenario seems to be all set for the next stage - expansion and
consolidation, but there are a bit complicated talking as well. Every user is not able to afford
the costly handset now-a-days, So the thing which is expected is increase in the growing user
base so these type of mobile handsets can become affordable to almost every middle class
people. The young mobile savvy generation © 2019 JETIR March 2019, Volume 6, Issue 3
www.jetir.org (ISSN-2349-5162) JETIRAT06009 Journal of Emerging Technologies and
Innovative Research (JETIR) www.jetir.org 69 currently feels less privileged in nearly every
sector. And that's precisely what is filling the growth in mobile handsets across the whole
country. As the market expands but the need of users and the features are increasing day by
day, and hence the cell phones are becoming a new vehicle for reaching out to the mobile
generation. As of today, India boldly presently herself as one of the biggest dream business
destination for every cellular service provider. The discovery of huge Indian market potential
has just begun for cell phone handsets. Hence this study is oriented to find the brand
preference of mobile handset among consumers.

18
 1.3 SIGNIFICANCE OF THE STUDY
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. It is
important for businesses to constantly measure and assess their brand preference as it reflects
their marketing.

1.4 SCOPE OF THE STUDY

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

1.5 OBJECTIVES OF THE STUDY

• To find the reason for preferring particular branded mobile phone.

• To know the factors which influence the consumers to buy the branded handset.
•To identify the satisfactory level, of users in different aspects of mobile phones.
•To offer suggestion based on study

19
1.6 RESEARCH METHODOLOGY
A quantitative technique is used in the research methodology to know females feeling
towards mobile phones in the Thrissur district. First data is collected from a large number of
consumers using a standardized questionnaire or surveys. In order to evaluate several aspects
of clients’ attitude, such as quality , service, ambience and overall performance the
questionnaire will be based on these types of questions. To find trends and patterns in
customers point of view regarding Brand preference the data will be evaluated using
statistical tools. After using these methods, it will give information about how to improve its
services and boost respondents preference in the Thrissur area.

1.7 RESEARCH DESIGN

A thorough descriptive survey was undertaken among the customers. The data is gathered
from the respondents.

1.8 SOURCES OF DATA

1)Primary Data -Primary data is the data that is collected for the first time by the
researcher. The primary data were collected using structure questionnaire in google form.
2) Secondary Data -Sources of data include journals, websites, newspapers, books etc. With
the help of secondary data, we are able to make out what additional information needs to be
collected.

1.9 POPULATION - The population of study consists of the females living the Thrissur
district. A questionnaire is prepared and distributed among the females and also some of them
are personally interviewed.
2.0 SAMPLING
The sampling method used for this study is Convenient Random Sampling.

2.1 SAMPLE SIZE

• For the study sample size of 60 respondents was selected

2.2 TOOLS FOR ANALYSIS

The tools for analysis used in this study are:
•Simple percentage analysing
•Pie charts

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111
 1.7 PERIOD OF STUDY

Period of study is limited to 3 weeks.

1.8 LIMITATIONS OF THE STUDY

 This study is confined to Thrissur city only

 Due to time constrains, 60 respondents were selected for the purpose of the study.
 There is chance for biased respondents, which may affect the result of the study
 Ideas of 60 respondents may not reflect the view of the whole universe
 Conclusion was made on the opinion given by the respondent only

112
1.9 CHAPTERIZATION

113
 CHAPTER 2
REVIEW OF LITERATURE

114
 2.1 REVIEW OF LITERATURE
• Nushrat Nahida Afroz, (2011) This study aims to explore the brand preference towards
smartphones among students. In recent times smartphones plays a significant role among the
users to meet up their numerous objectives by operating their desired smart phone. 200 copies
of questionnaire were given to the respondents for evaluation and analysis. The findings of
the study indicated positive correlation among the variable i.e. battery backup, camera
resolution, durability and price have significant impact on the overall preferences of the
consumers.

• The Dream Catchers Group (2008) researched if statistic factors or if phonehighlights

included on telephones understudies effectively possessed were prescient of youthful
purchasers' impression of packaged components. Also, this concentrate embarked to decide
whether there were any huge contrasts in unde rstudies' impression of packaged elements
crosswise over statistic factors(provincial opposite HBCU, sexual orientation, review level,
cell phone brand,major, and age).

• Deepa Guleria (2015) The related study conducted in Himachal Pradesh with a sample size
80 smartphone users to highlight the change in the usage and applicability of the technology
from the traditional handsets to the new emerging smartphones across multiple brands,
applications and prices. The study identifies factor which are responsible for building
consumer preference for smartphone and various usability features.This study will indicate
suggestive inferences to help the companies during selecting, targeting and positioning
process of marketing their smartphones.

• Singh and Goyal (2009) This study observed that there is a variation in the importance
given by different age and gender groups to select factors while buying mobile handsets in
India. It was found that users aged between 18 and 30 years are less price sensitive than
consumers of others groups, rather they consider Physical appearance, brand, value- added
features and core technical features more important than others. The mature customer on
other hand, are more price sensitive.

• Sriram, Chintagunta and Neelamgham (2004) found that intrinsic brand preference have
a much bigger effect on the performance of the brand than the inclusive value which reflects
model level prices, product attributes, and the length of the brand’s product line. Further they
found that some brands can increase their advertising expenditure and still increase their
profitability.

• D’Souza and Rao found in their study a strong evidence that effects of advertising
repetition can show up even in mature product categories. Specifically, they establish

115
statistically significant relationship between advertising and brand share, preference for brand
name and brand choice

• Surendra Malviya et.al (2013) The major objective of this research is to identify the key
factor while have a dominating effect on the consumer’s mind while making a purchase of
smartphone. The data were collected from 100 respondents. The collected data were analyzed
and interpreted using Chi-Square, Reliability Analysis, Factor analysis, Confirmatory factor
analysis. It was found that data is reliable for factor analysis.

• Mesay sata (2013) conducted a study on factors affecting consumer buying behaviour of
mobile phone devices specifically in Hawassa town, Ethiopia. Accordingly, the result of the
study showed that the six independent variables i.e. price, social factors, durability, brand
name, product features and after sales factors will influence the dependent variable i.e.
decision to purchase.

• Sabnam Shreshtha (2016) attempted to investigate consumer purchasing motives in

cellular phone market by conducting a research on the buying behavior of young consumers
in Kathmandu, Nepal. This study aims to explore future potential in consumption of future
smart phones in Nepal by evaluating two major stimuluses such as marketing stimuli and
environmental stimuli and also concentrates on four social classes stated by Kotler &
Armstrong (2012).

• According to Karjaluoto et al. (2005), the factors like price, size, brand, interface,
properties and some other factors like salesman are the most influential factors that affect the
choice amongst mobile phone brands in the market. The result of their survey on factors
affecting consumer choice of mobile phones in Finland indicated that product feature, price,
size and user friendly menu features of the cellular phones are the most determinant factors
affecting the choice of mobile phones.

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 CHAPTER-3
THEORETICAL FRAMEWORK

117
WHAT IS A BRAND?
To marketing professionals, a brand is a product or a business that has a distinct identity in
the perception of consumers. The brand is created through elements of design, packaging, and
advertising that, as a whole, distinguish the product from its competitors.The product
contributes to the brand equity of the company that produces it. A successfully-executed
brand provides enormous value to a company, giving it a competitive edge over others in the
same industry.As such, many companies seek legal protection for their brands by obtaining
trademarks.
A brand is an intangible asset made up of many elements. Together these elements help
consumers identify a product and give them reasons to buy it rather than its competitors. The
brand may convey a message that the product is more effective, easier to use, better tasting,
cheaper, classier, hipper, or more environmentally sound than its competitors.This is most
challenging, of course, when the product is essentially identical to cheaper competitors.
Advil, for example, is a brand name for ibuprofen. Through effective advertising and
packaging, its parent company attempts to convince consumers that Advil's ibuprofen is a
better choice than the cheaper generic versions of ibuprofen that sit next to it on pharmacy
shelves

Elements of a Brand
A product's logos and slogans are elements of its brand and are designed to support a
product's brand identity.
Allstate's slogan, "You're in good hands with Allstate," was introduced in the 1950s. It
suggests that its insurance customers can count on it being reliable and competent when they
need its help. Its commercials reinforce the message.
Other slogans are harder to translate but nevertheless become an intrinsic part of a brand's
identity. Since the 1930s, the slogan for Kellogg Rice Crispies has been "Snap! Crackle!
Pop!" It says that the product adds a pleasing noise to your breakfast but also evokes images
of the cheery elves that serve as the cereal's commercial spokesmen.

Types of Brands
The type of brand used depends on the entity using it. The following are some of the most
common forms of brands:
Corporate Brands: Corporate branding is a way for companies to enhance their reputations
and distinguish themselves from competitors in their industries. The company's pricing,
mission, target market, and values all reflect the corporate brand.
Personal Brands: Social media enabled ordinary people to become influencers. Their
financial success depends on their ability to create a brand that attracts an audience that
certain advertisers want to reach. Personal brands are built through social media posts,
sharing images and videos, and conducting meet-and-greets.

118
Product Brands: Introducing a new product or supporting an existing product involves
creating and maintaining its brand. Branding a product starts with market research and
identifying the right target market.
WHAT IS BRAND PREFERENCE?
Brand preference is when a customer identifies a preferred product and makes that brand a
part of their regular purchasing routine. This might come after a consumer tests other
products—trying out the competition but ultimately settling on one prevailing brand. The
reasoning could range from the product itself to the brand’s messaging or even the brand’s
values. The goal of building brand preference is to create a direct relationship that creates
loyal customers who keep your brand top of mind at the point of their purchase decision.

Why is brand preference important?

Brand preference helps establish stability within your customer base. Not only does a
consumer with brand preference stand the chance of choosing your product more often, but
they also have the potential to advocate for your brand, helping shift other consumer
preferences for people who may be unsure of which brand to try.

Additionally, brand preference can be an indicator of an effective upper-funnel strategy. In

the marketing funnel, a successful upper-funnel strategy involves creating brand awareness
through meaningful interactions with consumers. One of the biggest hurdles that a brand
faces is breaking through the noise and determining that their brand is visible and embraced
by the people whom they’re trying to reach. Creating the level of brand loyalty that comes
with brand preference isn’t simply an indicator that your brand awareness has grown, but that
your brand has resonated enough with a consumer that they’ve prioritized it as they move
through their customer journey.

Furthermore, once brand preference has been established, a well-known brand has the
potential to, in simple terms, advertise itself. Whether that’s through a memorable brand
image, a good customer service experience, or a brand name that sticks out in the mind of
potential customers, these small things contribute to brand preference, helping up-and-
coming names break into the marketplace.

HISTORY OF MOBILE PHONE BRANDS

Mobile phones, in particular smartphones, have become our inseparable companions.
However, you might not know that the history of mobile phones actually goes all the way
back to 1908 when a US Patent was issued in Kentucky for a wireless telephone.
Mobile phones were invented as early as the 1940s when engineers working at AT&T
developed cells for mobile phone base stations.
The very first mobile phones were not really mobile phones at all. They were two-way radios
that allowed people like taxi drivers and the emergency services to communicate.

119
Instead of relying on base stations with separate cells (and the signal being passed from one
cell to another), the first mobile phone networks involved one very powerful base station
covering a much wider area.
Motorola, on 3 April 1973 were the first company to mass produce the first handheld mobile
phone. These early mobile phones are often referred to as 0G mobile phones or Zero
Generation mobile phones. Most phones today rely on 3G or 4G mobile technology

120
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

121
Marital Status Of Respondents
Table 4.1
Attribute No: of respondents Percentage
Single 57 95
Married 3 5
Grand Total 60 100
(Source: Primary Data)
Figure 4.1

Interpretation
Out of 60 respondents,95% of them are single and about 5%of them are married.

122
Mobile phones used by respondents
Table 4.2
Attribute No. of respondents Percentage
Samsung 22 37
Iphone 15 25
Oppo 6 10
Vivo 4 7
Others 13 22
Total 60 100
(Source: Primary Data)
Figure 4.2

Interpretation
Out of 60 respondents,37% of respondents preferred Samsung brand,25% preferred
Iphone,10% preferred Oppo,15% preferred Vivo and 22% preferred Other brands.

123
Length of period they were using the phones
Table 4.3
Attribute No.of respondents Percentage
Less than 1 year 11 18
1-2 years 18 30
2-3 years 13 22
3-4 years 8 13
Above 4 years 10 17
Total 60 100
(Source: Primary Data)
Figure 4.3

Interpretation
Out of 60 respondents,18% of respondents used for less than 1 year,30% used for 1-2
years,22% used for 2-3 years,13% used for 3-4 years and 17% used above 4 years.

124
Latest mobile facilities that respondents are aware of
Table 4.4
Attribute No.of respondents Percentage
Android version 11 18
5G 41 68
Finger print sensor 5 8
Gorilla glass 2 3
Others 1 2
Total 60 100
(Source: Primary Data)
Figure 4.4

Interpretation
Out of 60 respondents,68% of respondents were aware of 5G,18% were aware of android
version,8% were aware of finger print sensor,3% were aware of gorilla glass and 2% were
aware of other options.

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Are branded products only purchased
Table 4.5

Attribute No.of respondents Percentage

Yes 34 57
Never 2 3
Rarely 24 40
Total 60 100
(Source: Primary Data)
Figure 4.5

Interpretation
Out of 60 respondents,57% purchases only branded products,3 % never purchases branded
products and 40% rarely purchases branded products.

126
Loyalty of customers for the products they purchase
Table 4.6
Attribute No.of respondents Percentage
Yes always.I stick to the 16 27
same products
Never.I keep experimenting 15 25
with new products.
Only for quality products 29 48
Total 60 100
(Source: Primary Data)
Figure 4.6

Interpretation
Out of 60 respondents, 27% stuck to the same products, 25% kept experimenting new
products, 48% purchased only for quality products.

127
Price sensitivity of consumers
Table 4.7
Attribute No.of respondents Percentage
Yes 49 82
No 11 18
Total 60 100
(Source: Primary Data)
Figure 4.7

Interpretation
Out of 60 respondents,84% are price sensitive consumers and 18% are not .

128
Favourite brands in mobile phones
Table 4.8

W 6 5 4 3 2 1 TOT MEA RAN

AL N K
ADVER F
TISEME Fx
NT
APPEAR F
ANCE Fx
PRICE F
Fx
FUNCTI F
ON Fx
QUALIT F
Y Fx
BRAND F
IMAGE Fx

129
130
Amount willing to pay for a mobile phone
Table 4.10
Attribute No.of respondents Percentage
Less than 10000 6 10
10000-20000 6 10
20000-30000 14 23
30000-40000 17 28
Above 40000 17 28
Total 60 100
(Source: Primary Data)
Figure 4.10

Interpretation
Out of 60 respondents,10% are willing to pay for less than 10000, 10% are willing to pay for
10000-20000, 23% are willing to pay for 20000-30000 ,28% are willing to pay for 300000-
40000 and are willing to pay for above 40000.

131
Thought of prolonged use of mobile phones cause cancer
Table 4.11
Attribute No.of respondents Percentage
Yes 18 30
No 12 20
Maybe 30 50
Total 60 100
(Source: Primary Data)
Figure 4.11

Interpretation
Out of 60 respondents,30% responded with yes,20% responded with no and 50% responded
with maybe.

132
Areas of mobile advertisement seen by respondents
Table 4.12
Attribute No.of respondents Percentage
Tv 11 18
Newspaper 2 3
Magazine 1 2
Online 45 75
Outdoor 1 2
Total 60 100
(Source: Primary Data)
Figure 4.12

Interpretation
Out of 60 respondents,18% of them have seen advertisements through TV, 3% through
newspaper,2% through magazine,75% through online and 2% through outdoor.

133
Believing in brands that are endorsed by respondents favourite celebrity
Table 4.13
Attribute No.of respondents Percentage
Strongly agree 4 7
Agree 9 15
Neutral 28 47
Disagree 16 27
Strongly disagree 3 5
Total 60 100
(Source: Primary Data)

Figure 4.13
Brands influenced by celebrity

Interpretation
7% among the respondents strongly agreed,15 % agreed, a neutral response from 47%,27%
disagreed and 5 % strongly disagreed.

134
Effect of country of origin of brand preference
Table 4.14
Attribute No.of respondents Percentage
Yes 26 43
No 34 57
Total 60 100
(Source: Primary Data)

Figure 4.1
Effect of country of origin

135
Interpretation
Out of 60 respondents,43% responded with YES and 57% with NO.

CHAPTER –5
FINDINGS, SUGGESTIONS AND CONCLUSION

136
 5.1 FINDINGS
The following are the findings that appeared while analyzing the study
• 95% of total respondents are single and 5% are married.
•Under this study 98% of the total respondents belong to the age group between 20-25
•37% of the females use Samsung phones,25% of them use Iphone, 10% use Oppo, 7% use
Vivo and 22% of them use other phones such as Redmi,Xiamo and Poco.
•18% of females use a phone for a period lesser than a year.
•30% use within 1-2 year.
•The most liked latest mobile facilities among females are 5G version of mobiles.
•57% of the females only buy branded products.
•48% of them look for the quality of the products.
•Majority of the females are price sensitive consumers.
•Samsung is the most favourite brand among females and Vivo is the least favourite brand.
•Quality is the reason why they chose the brand Samsung.
•28% of females buy phones falling in a range between 30000-40000 and for above 40000.
•Prolonged use of mobile phones only maybe causes health issues.
•75% of them has seen the mobile advertisement through online.
•There is a neutral agreeing in believing in brands that are endorsed by their favourite
celebrities.

137
•57% of the respondents are affected with the country of origin.

5.2 SUGGESTIONS
•Some of the reasons for switching brand are operating system, No 4g, Poor battery life,
SmallDisplay etc. So the mobile phone organizations should consider the drawbacks of their
brand and make necessary changes to develop and improve their sales
•To focus more on brand image of the product and the quality to enhance sales of the branded
mobile product.
• There is no relationship between mobile phone brand and time period of mobile phone
usage. So marketer want to use innovative strategies accordingly.
• Teenage and youth customer’s motivation on buying a particular brand is based on the price
of a mobile phone. Price fixing has to be more concentrated for better positioning in minds of
customers
• Better features are the most important factor which is want to be concentrated than
attractive advertisements
•All companies should increase their distribution channel.
•Lack of out of stock should consider and fill the stock as fast as possible
•Ensure quick delivery of products without delay
•Make a good return back policy for all the products
•Should improve the battery life of iphone as well as the accessories
•The studies show that price and technical problems are the basic reason to change mobile
phone among the respondents
• Brand image and quality is the most important factor that influence the buying decisions of
the teenage and youth customers when compared to other factors such mobile phone features,
aesthetics, pricing, availability, advertisements, connectivity, recommendations and reviews,
user friendliness and exchange possibility and post purchase services.

5.3 CONCLUSION
Each brand has its position in the customer’s mind and delivers a set of values perceived
higher than those of other competing brands. A brand serves as an assurance to the customers
about product performance. Brand promises the customer to deliver the stated benefits.
Customers prefer those brands which fulfill or out perform their requirements.
The study on the topic “Brand Preference of Mobile Phones Among Females” has helped to
understand the factors of brand preferences the females have. The consumers considered
138
usage ease and processing speed as major factors building preference followed closely by
technological needs and applications. Thus, Smartphone companies must focus mainly on
usage ease, processing speed, applications and technological needs so as to build strong
preference for Smartphone and give an edge to a particular brand.
The first objective of the study is the brand preference for mobile phones among females.It is
the study of the reasons for the brand preference for a particular brand. From the study it can
be concluded that the management students prefer Samsung brand of mobile phone as it
delivers the higher value than the competing brands.Samsung has got all the latest facilities
which is available at a reasonable rate. From this it can be concluded that customers want the
mobile phone with great quality and with different facilities which enables them to
communicate and get information in different ways.

139
BIBLIOGRAPHY

140
WEBSITES:
www.trai.gov.in
Http.//www.micromax.co.in/about.htm
www.google.com
www.wikipedia.com
www.times.com

BOOKS
Marketing management-P Kotler
A Study of Brand Preference - Nushrat Nahida Afroz, (2011)

141
ANNEXURE

142
1. Name

2. Age

3. Marital status
Single
Married

4. Which mobile phone are you using?

Samsung
Iphone
Oppo
Vivo
Other:

5. How long you are using the mobile phone?

Less than 1 year
1 – 2 years
2 – 3 years
3-4 years
above 4 years

6. Latest mobile facilities which you are mostly like/ aware?

Android version
5G
Finger print sensor
Gorilla glass
Other:
7. Do you buy only branded products?
Yes
Never
Rarely

8. Are you a loyal customer for the products you buy?

Yes always. I stick to the same products
Never. I keep experimenting with new products
Only for quality products
143
9. Are you a price sensitive consumer?
Yes
No

10. Which is your favourite brand in Mobiles? (Please choose your 4 favourite brands in
order of preference from the brands in the table below. 1-most favorite,4-least
favorite.)
Samsung
Iphone
Oppo
Vivo

11. Why do you like the brands you chose above?

(Please indicate the important of below factors when you choose the brands. 1-very
important, 2-somewhatimportant, 3-neither important nor unimportant, 4-less
important, 5- unimportant)
Advertisement
Appearance
Price
Functions
Quality
Brand image

12. What would you be willing to pay for a mobile phone?

Less than 10000

10000-20000
20000-30000
30000-40000
above 40000

13. Do you think prolonged use (use under long period) of mobile phone would cause
health problem e.g. cancer

Yes

144
 No
Maybe

14. Where did you often see the mobile advertisement?

TV
Newspaper
Magazine
Online
Outdoor

15. Do you agree in believing in brands that are endorsed by your favourite celebrity?

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

16. Does the country of origin affect your brand preference ?

Yes
No

17 What changes do you want the manufactures to make in their brands?

Submit

145