PROJECT REPORT

ON
“A COMPARATIVE STUDY OF CONSUMER PREFERENCE TOWARDS SAMSUNG
AND VIVO WITH REFERENCE TO HANDSETS”

SUBMITTED TO M.D. UNIVERSITY (ROHTAK)

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF BUSINESS ADMINISTRATION ”

SESSION: 2020– 2021

Submitted by:

PANKAJ SAINI

BBA (GEN) V Semester

ROLL NO.: BBA -2384710077

UNDER THE SUPERVISION OF:

DR. SHILPA GOEL MS. RACHNA SOROT

DEAN DEPARTMENT OF MANAGEMENT FACULTY GUIDE

AGGARWAL COLLEGE BALLABGARH

(AFFILIATED TO M.D. UNIVERSITY, ROHTAK)

1
 DECLARATION

I, PANKAJ SAINI, student of BBA(GEN) V Semester of Aggarwal College

Ballabgarh, hereby declare that this Project Report titled “A COMPARATIVE
STUDY OF CONSUMER PREFERENCE TOWARDS SAMSUNG AND VIVO WITH
REFERENCE TO HANDSETS” is my original piece of work. All findings and

recommendations are based on the data collected from primary and secondary
sources. The same has not been submitted elsewhere for the award of any degree
and I have undertaken this project with full sincerity.

PANKAJ SAINI

2
 ACKNOWLEDGEMENTS

I seize this opportunity to express my heartfelt thanks to all those who have
consistently encouraged me throughout the process and enabled me to carry out my
Project on “A COMPARATIVE STUDY OF CONSUMER PREFERENCE TOWARDS
SAMSUNG AND VIVO WITH REFERENCE TO HANDSETS.”

First of all, my heartfelt gratitude to Dr. Usha Aggarwal, Incharge, Wing-III,

Aggarwal College Ballabgarh, who gave me his kind consent to undertake this
project. I would like to gratefully acknowledge Dr. Shilpa Goel, Dean
Department of Management for flagging of this opportunity of working on this
project which has definitely opened new gateways and avenues in my journey into
the new world.

I would like to thank Ms. Rachna Sorot, Faculty Guide for her continuous
support, encouragement, and blessings. The work would not have been possible to
come to its present shape without her able guidance and supervision.

Last but not the least, I convey my hearty affection to all those people who helped
and supported me during the course of completion of my Project Report.

PANKAJ SAINI

3
 BONAFIDE CERTIFICATE

Certified that the project titled, “A COMPARATIVE STUDY OF CONSUMER

PREFERENCE TOWARDS SAMSUNG AND VIVO WITH REFERENCE TO

HANDSETS” is the bonafide work of Mr.PANKAJ SAINI, Roll No. BBA

GEN-2384710077 a bonafide student of class BBA(GEN) V Semester
of our college. He has successfully completed the Project Report under
the joint supervision of Dr. Shilpa Goel, Dean Department of
Management and Ms. Rachna Sorot, Faculty Guide as required in partial
fulfillment of the requirements for the award of the degree of
BBA(GEN) of M.D. University, Rohtak.

Dr. Shilpa Goel Dr. Usha Aggarwal

Dean Department of Management Incharge ,Wing-III

4
 TABLE OF CONTENTS

CONTENTS PAGE NO.

LIST OF TABLES 6
LIST OF FIGURES 7

CHAPTER-1 INTRODUCTION 8-12

 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 RESEARCH METHODOLOGY

CHAPTER-2 REVIEW OF LITERATURE 13-23

CHAPTER-3 COMPANY PROFILE 24-43

CHAPTER-4 DATA ANALYSIS & INTERPRETATIONS 44-54

CHAPTER-5 RECOMMENDATIONS & CONCLUSIONS 55-57

BIBLIOGRAPHY 58-59

ANNEXURE 60-62

 QUESTIONNAIRE

5
 LIST OF TABLES

SR. TABLE PAGE

TABLE NAME
NO. NO. NO.

1 Table 4.1 Having Mobile Phone 45

2 Table 4.2 Brand of Mobile Phone 46

3 Table 4.3 Time of Using Brand 47

4 Table 4.4 Reason of Using 48

5 Table 4.5 Best Thing in Mobile Phone 49

6 Table 4.6 Offer Given to Attract 50

7 Table 4.7 Sales Promotion Services 51

8 Table 4.8 Satisfied With The Mobile 52

9 Table 4.9 Warranty For Longer Time 53

10 Table 4.10 Facilities Preference 54

6
 LIST OF FIGURES

SR. FIGURE PAGE

FIGURE NAME
NO. NO. NO.

1 Figure 4.1 Having Mobile Phone 45

2 Figure 4.2 Brand of Mobile Phone 46

3 Figure 4.3 Time of Using Brand 47

4 Figure 4.4 Reason of Using 48

5 Figure 4.5 Best Thing in Mobile Phone 49

6 Figure 4.6 Offer Given to Attract 50

7 Figure 4.7 Sales Promotion Services 51

8 Figure 4.8 Satisfied With The Mobile 52

9 Figure 4.9 Warranty For Longer Time 53

10 Figure 4.10 Facilities Preference 54

7
 CHAPTER-1

INTRODUCTION
 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 RESEARCH METHODOLOGY

8
OBJECTIVES OF THE STUDY

The major objective of this research is to analyze customer preferences while selecting
SAMSUNG and VIVO handsets. The following sub-objectives are focused on the present
research in order to carry out this broader objective:

1. To do the Comparative Analysis of handsets of SAMSUNG and VIVO.

2. To know about the response of consumers about such services.
3. To know about the potential growth opportunity in the market.
4. To study about the customer perception towards the companies after sales services.

SCOPE OF THE STUDY

This project will help company to know the market potential that will help the company in
introducing products with more acceptability. The learning gained during the project can be
utilized in designing new strategies for improving customer’s satisfaction. The project suggests
how maximum satisfaction can be achieved through minimum prices. The company knows about
the best features of their profile. The project will help us in knowing the basic facts that should
be known to a customer before buying a product.

RESEARCH METHODOLOGY

Meaning of Research

Research is not an existing bag of techniques. Research is not a fishing expedition or an

encyclopedic gathering of assorted facts. Research is purposeful investigation. It provides a
structure for decision-making. Research is a scientific study and systematic search for pertinent
information on any topic. It is a systematized effort to gain new knowledge. “Research comprises
defining or redefining, formulating hypothesis, suggested solution, collecting, organizing and
evaluating data, making deductions and reaching conclusions and at least carefully testing the
conclusion to determine whether they fit the formulating hypothesis or not”

9
RESEARCH DESIGN

Research design consist of a decision regarding what, where, when how much and by what
means concerning an inquiry or a search study. Research design is a conceptual structure within
which research is conducted; at providing guidelines to keep the researcher on the track. It is the
source and design of the information. Research design can be broadly classified into following
categories:

 Exploratory or Formative

 Descriptive and Diagnostic

 Hypothesis-testing (Experimental)

 Exploratory research studies:-Exploratory research studies are also termed as

formulating a problem for more precise investigation or of developing the working
hypothesis from an operational point of view. The major emphasis in such studies is
on the discovery of idea and insights. As such the research design appropriate for such
studies must be flexible enough to provide opportunity for considering different
aspects of a problem under study.

 Descriptive and diagnostic research studies:-Descriptive studies are those studies

which are concerned with describing the characteristics of a particular individual, or
of a group, whereas diagnostic research studies determine the frequency with which
something occur or its association with something else. Studies concerned with
specific prediction, with narration of facts and characteristics concerning individual,
group of situation are all examples of descriptive research studies.

 Hypothesis-testing research studies:-Hypothesis-testing research studies (generally

known as experimental studies) are those where the researcher tests the hypothesis of
a casual

 Relationship between variable. Such studies require procedures that will not only
reduce bias and increase reliability, but will permit drawing inferences about
causality. Usually experiments meet this requirement. Hence, when we talk about
research design in such studies, we often mean the design of experiments. The

10
 Method of research employed in this project is Exploratory.

SAMPLE

All items in any field of inquiry constitute a ‘Universe’ or ‘Population’. A complete enumeration
of all the items in the ‘Population’ is known as a census inquiry. It can be presumed that in such
an inquiry, when all items are covered, no element of chance is left and highest accuracy is
obtained. But in practice this may not be true. Many a time it is not possible to examine every
item in the population, and sometimes it is possible to obtain sufficiently accurate results by
studying only a part of total population. Sample size in this project work is 100.

SAMPLE DESIGN

The selected respondents constitute what is technically called a ‘Sample’ and the selection
process is called ‘Sampling technique’. The survey so conducted is known as ‘Sample Survey’.
The respondents selected should be representative of the total population. A sample design is a
definite plan for obtaining a sample from a given population. It refers to the technique or the
procedure the researcher would adopt in selecting items from the sample. The technique
adopted in this project is ‘Stratified random sampling’.

STRATIFIED RANDOM SAMPING

If a population, from which a sample is to be drawn, does not constitute a homogeneous group,
stratified sampling technique is generally adopted in order to obtain a representative sample.
Under stratified sampling, the population is divided into several subpopulations (Strata) that are
individually more homogenous than the total population and then we select items from each
stratum to constitute a sample.

Random sampling from a finite population refers to that method of sample selection which
gives each possible sample combination an equal probability of being picked up and each item
in the entire population to have an equal chance of being included in the sample. This applies
to sampling without replacement.

11
DATA COLLECTION METHODS

The task of India collection begins after a research problem has been defined and research plan
chalked out. There are two types of data viz. Primary and Secondary.

The primary data are those which are collected afresh and for the first time, and thus happen to
be original in character. The secondary data, on the other hand, are those which have already
been collected by someone else and which have already been passed through the statistical
process.

COLLECTION OF PRIMARY DATA

There are several methods of collecting primary data, particularly in survey and descriptive
researchers. Important ones are: - Interpretation method, interview method, through
questionnaires, through schedules, warranty cards, distributor audits, through projective
technique, content analysis etc. The method used to collect primary data for this project is
through Questionnaires.

COLLECTION OF SECONDARY DATA

 There are various sources of collecting secondary data- published or unpublished.

 For secondary data collection, various books, magazines, reports, publication and websites
are consulted.

I have referred various websites and books to collect secondary data for my project.

12
 CHAPTER-2

REVIEW OF LITERATURE

13
Consumer Preferences

Many consumers choose to buy white cars instead of red or blue no matter what brand the car is,
where it was built or how many cup holders it has. This is a consumer preference. Why is white
the most popular car color? Some people say it is because it signifies purity or even technology.
The color of a car has nothing to do with how the car functions, so logic would say that all colors
would sell the same amount or car manufacturers would only produce one color. However, this is
not the case. Those manufacturers produce many colors, including twice as many in white, or
whichever color is trendy or popular at the time.

Difference of Opinion

Sometimes, consumer preferences may lead to negative results. Shampoo companies found that
their customers associate suds with cleanliness, leading them to add scudding agents to their
products even though the amount of suds has nothing to do with how well the shampoos clean
hair. The first company to add more suds to their formula was able to use it as a marketing and
promotional advantage. Other companies followed suit, leading to a business competition.

Unfortunately, the more sudsy the lather, worse the shampoo will clean. This is true for two
reasons. According to the Fox Avenue Salon website, “First, the extremely sudsy shampoo takes
much longer to rinse out of your hair, resulting in excessive use of water. Secondly, with so many
suds the hair does not seem to get as clean.” So, instead of manufacturers educating customers on
shampoo works, they add chemicals to adjust their products to the consumer preference.

How Companies Find Consumer Preferences

Companies routinely test the market to find out what customers like or dislike about their
products and competitors’ products. This isusually done by an internal marketing department or
outsourced to a market research firm. Phone interviews, paper survey, electronic surveys, focus
group and consumer samplings are common methods for gathering information.

14
Market Research Example

Here is a popular example of market research: A customer has finished shopping and paying for
merchandise at a local grocery store. Before handing the receipt to her, the cashier points to and
explains that she has been invited to participate in a short survey about her visit. If she chooses to
participate, she will receive $5 off her next visit and a chance to win a large monetary grand prize.

How Companies Use This Information

After gathering information, the next step for the company is to determine what it means.
Analysis of the information may lead the company to change the formula, packaging, color, size
or some other feature of the product. In the case of the suds in the shampoo, the manufacturers
may find that customers are continuing to prefer and associate the foamy lather with high quality
cleanliness, leading them to keep the same formula or decide to add even more of the scudding
agent.

Factors Affecting Consumer Preferences

Consumer preferences describe the reasons for the choices people make when selecting products
and services. Analyzing the factors the determine consumer preferences help businesses target
their products towards specific consumer groups, develop new products and identify.

Advertising

Advertising plays an important role in consumer preferences, especially for non- durable goods
such as food or magazines. Advertising informs consumers of available goods and services and
also shapes their impressions of these products. Advertising can also create demand; for example,
a consumer may not have wanted a new cell phone until he saw flashy new phones on TV.

15
Social Institutions

Social institutions, including parents, friends, schools religion and television show also influence
consumers’ preferences. For example, kids might want to have the same toys their schoolmates.

Cost

Consumers usually choose to purchase more of good if the price falls. For example, a sale or
reduced prices may increase consumption of a good. On the other hand, an increase in price may
cause reduced consumption; especially the good has available substitutes.

Consumer Income

Consumers often desire more expensive goods and services when their income increases. If they
suffer a decrease in income, they are more likely to choose less expensive goods and services. For
example, business selling luxury goods, such as jewelry, will probably be more successful in a
high- income area than a low- income area.

Available Substitutes

If a product has several substitutes- alternative products that consumers may choose instead a
particular brand of products- consumers will be more sensitive to changes in price. However, if
consumers do not perceive similar products to be effective substitutes- for example, consumers
who do not think Coke and Pepsi are equally delicious- they will be less likely to switch to a
substitute based on price. This concept is called the price elasticity of demand.

In their own economic interest, producers of commodities undertake in- depth research on
consumer psychology in order to determine what causes people to buy what they do. The
consumer – product interface is the result of influences, ranging from the consumer’s past
history, needs, and preferences to the qualities of the product to the nature of the surrounding
environment.

16
The Mind of the Consumer

Although the mind of the consumer is by definition an internal rather than an external construct,
it is formed in large part by previous external influences. A person’s attitude toward
consumption, desire for this or that object, willingness to spend various amounts of money, and
expectations for the consumer experience are all individual chooses to buy or not to buy. More
time specific aspects, such as mood, sense of personal financial security will also affect
consumption choices.

Competition

The availability of competing products has an effect on consumer choices. If a consumer requires
an object, and there is only one available, there is a very high probability that the consumer will
purchase that object. The higher level of competition, the more uncertain any particular purchase
is. This equation is further complicated by the inclusion of varying factors such as quality, style,
price and trendiness of an object. All of these factors interact to create vast arrays of choices
from which consumers must select the one most appropriate for themselves.

Demographics

This is a field that advertisers and marketers put a great deal of time into studying. A person’s
age, race, socioeconomic status, location, political view and cultural tastes will all affect what is
bought. By understanding what products appeal to what demographics, marketers can more
accurately pinpoint their advertising efforts and increase their profit margins. Most demographic
qualities are things beyond an individual’s control, yet tastes and consumption choice are
affected by these qualities, often without the consumer’s conscious awareness.

Habit

Many people will simply do what they have done before, because it is easy and requires little
thought. Consumption habits can even span generation; individuals may prefer a certain brand
because it’s what their parents used. This phenomenon is often called “brand loyalty” by
marketers, but it may have as much to do with inertia as loyalty to any particular company.
Consumer is strictly, the ultimate consumer of a product, the ultimate user of a product; the
17
person who derives the satisfaction or the benefit offered. The 'consumer' is not necessarily the
customer, since there are often 'customers' in the buying/ distribution chain; moreover, the
consumer is frequently not the person who makes the buying decision; for instance, in the case of
many household products, where the housewife may make the purchase but consumption or use
is by the whole family. 'Consumer' is not normally applied to the purchase of industrial goods
and services where the customer is usually a corporate body.

THE BUYING PROCESS

The complexity inherent in understanding consumer behavior has led to the construction of
models of the buying process which indicate the stages through which the consumer passes from
the time he or she first becomes aware of a need for a product or service to the time when a
product is purchased and the consumer evaluates the success of his purchase decides whether to
buy that particular product. It the same time, such models usually indicate the social and
psychological forces which shape the potential buyer's action at each stage in the process. The
two principal aims of such model building are the prediction of future behavior based on
measurement of relevant variable and the explanation of this behavior in terms of theoretically
relevant constructs. The starting point for understanding the buyer is the stimulus-response
model shown below:

Marketin Other Buyer's Buyer's decision Buyer's decisions

g stimuli stimuli Characteristic process
s

Product Economic Cultural Problem Product choice

Price recognition
Technologica Social Brand choice
Place l Information search
Personal Dealer choice
Promotion Political Evaluation
Psychological Purchase timing
decision
Cultural Purchase amount
Post-purchase
behavior

18
TABLE 2.1

Stages in Buying Decision Process

Need Informatio Evaluation of Purchase Post-

recognition n search alternatives decision purchase
behavior

TABLE 2.2

The consumer passes through five stages: Problem recognition information search, evaluation of
alternatives purchase decision and post-purchase behavior. Clearly the buying process starts long
before the actual purchase and has consequences long after the purchase.

This model implies that consumers pass through all five stages in buying a product. But this is
not the case, especially in low-involvement purchase. Thus a woman buying her regular brand of
toothpaste goes directly from the need for garments to the purchase decision, skipping
information search and evaluation. However, because it captures the full range of consideration
that arise when a consumer facer a highly involving new purchase. We will allude again to Linda
Brown and try to understand how she became interested in buying garments and the try to
understand how she became interested in buying a garments and stages she went through to
make her final choice.

Rogersmodel for the adoption and diffusion of innovations - innovation adoption curve

19
The innovation adoption curve of Rogers is a model that classifies adopters of innovations into
various categories, based on the idea that certain individuals are inevitably more open to
adaptation than others. It is also referred to as Multi-Step Flow Theory or Diffusion of
Innovations Theory.

Innovators: Brave people, puling the change. Innovators are very important communication.

Early Adopters; Respectable people, opinion leaders, try out new ideas, but in a careful way.

Early Majority: Thoughtful people, careful but accepting change more quickly than the average.

Late Majority: Skeptic people will use new ideas or products only when the majority is using it.

Laggards: Traditional people, caring for the "old ways", are critical towards new ideas and will
only accept it if the new idea has become mainstream or even tradition. The diffusion of
innovations curve (innovation adoption curve) of Rogers is useful to remember that trying to
quickly and massively convince the mass of a new controversial idea is useless. It makes more
sense in these circumstances to start with convincing innovators and early adopters first. Also the
categories and percentages can be used as a first draft to estimate target groups for
communication purposes.

Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments. The beauty of target marketing is that it makes
the promotion, pricing and distribution of your products and/or services easier and more cost-
effective. Target marketing is the selection of customers you wish to service. The decisions
involved in it are

 Which segments to target

 How many products to offer
 Which products to offer in which segments

There are three steps to targeting:

 Market segmentation
 Target choice

20
 Product positioning

One of the first things you need to do is to refine your product or service so that you are NOT
trying to be 'all things to all people’. Next, you need to understand that people purchase products
or services for three basic reasons:

 To satisfy basic needs.

 To solve problems.
 To make themselves feel good.

The next step in creating an effective marketing strategy is to zero in on your target market.
Target marketing is one of corporate America's most effective business strategies. The idea is to
increase sales by first identifying, and then targeting smaller, yet more profitable customer
groups within the total market.

Four Ways to Identify Target Markets

1. Geographic: The location, size of the area, density, and climate zone of your customers.
2. Demographics: The age, gender, income, family composition and size, occupation, and
education of your customers.
3. Psychographics: The general personality, behavior, life-style, rate of use, repetition of need,
benefits sought, and loyalty characteristics of your customers.
4. Behaviors: The needs they seek to fulfill, the level of knowledge, information sources,
attitude, use or response to a product of your customers.

One of the best ways to identify your target market is to look at your existing customer base.
Who are your ideal clients? What do they have in common? If you do not have an existing
customer base, or if you are targeting a completely new audience, speculate on who they might
be, based on their needs and the benefits they will receive. Investigate competitors or similar
businesses in other markets to gain insight.

21
TARGET MARKETING

 Who are your best customers? Where should you direct your marketing activities?

 Where and how should you allocate your advertising and promotional efforts?

Target Marketing, provides Focus for your business. It helps to establish critical Operational
goals and defines what must be done to achieve them

What Customers Want

 Marketing is more than an activity, it is an attitude

 Instead of trying to get customers to buy what the firm likes to make, or happens to have on
hand, the marketing oriented firm tries to produce or sell what its customers want which can
be sold at a profit.
 Do not simply throw out everything that you now have and replace goods or production
machinery with completely new items.

22
 However, as you analyze your market and customer profiles, and so gain an understanding
of their wants, desires, and perceived needs, you can begin to reorient your business over
time to take best advantage of these new insights. Consider both the short term and long-
term implications of developing and implementing the right Target Marketing strategy for
your business.

Customer Attitudes

 For a long time, people have believed that advertising can be used to change people's minds
about what they want. This is an incredibly difficult process at best, and an extremely
expensive one. Because of these two factors, it is a process that smaller firms simply cannot
afford to pursue. Instead, it is much more productive for any size firm to tune in to target
customer attitudes as they currently exist. Once they have identified the actual prevailing
attitudes, they can begin to organize company resources needed to constructively address
and satisfy these attitudes the key question is.

Existing customer attitudes

With this as an objective, developing an understanding of existing customer attitudes becomes

essential, and their identification becomes an important part of the marketing process. Once these
customer attitudes, needs or preferences are identified, the entire firm can then organize itself to
satisfy these needs as completely and efficiently as possible.

23
 CHAPTER-3

COMPANY PROFILE

24
Vivo is a Chinese multinational manufacturer of smartphones headquartered in Dongguan,
Guangdong province, China. Founded in 1995, vivo entered the telecommunication and
consumer electronics industry with landline phones and wireless phones. From 2011, vivo
started its smartphone business. As of 2014, vivo releases and markets its smartphones under
the vivo brand, ranking as the 5th top smartphone brand in China, and 10th top smartphone
brand globally.

In 2014, vivo sold 25 million units in mainland China, in 2015, the sales volume would reach 45
million worldwide, with an average retail price of $300. The annual production capacity is 60
million units. Vivo is now among the top five most profitable smartphone brands in China.

Currently 20,000 operators work in vivo, and 3,000 engineers are in four R&D centers in
Dongguan, Shenzhen, Nanjing and Chongqing. From hardware design and manufacture, to
software development (Android based Funtouch OS), vivo has built a complete and sustainable
ecosystem.

With the creativity and technology, vivo keeps innovating. In 2012, vivo created the X1, the first
Smartphone to incorporate a Hi-Fi chip, resulting in an unparalleled audio experience.
Pioneering this technology, it has been included in all vivo smartphones ever since. From then
on, the innovation never stops:

2012, Xplay, world's first Hi-Fi smartphone integrated with OPA2604 amplifying power

2013, vivo X3, world's first Hi-Fi smartphone integrated with ES9018 decoding chip

2013, Xplay3s, world's first 2K display Hi-Fi music smartphone with extreme display
performance

2014, X5Max, world's slimmest smartphone with a totally new framework of Hi-Fi 2.0

25
From 2011, vivo has been certified in over 100 countries and regions worldwide, choosing the
path of internationalization and moved on. Currently vivo has presence in India, Malaysia,
Indonesia, Thailand, Myanmar, Vietnam and Philippines. Vivo entered India in Dec., 2014. In a
short time span vivo has established itself as a Hi-fi & Smart brand. Currently vivo is serving
Indian customers with 8,000 employees and 10,000 retailers, in over 300 cities in 22 states,
with a strong focus on Hi-Fi Music. By the end of 2016, vivo will also have established more
than 200 exclusive after-sales

Service centers across the country. Vivo is one of the fastest growing companies in India.

Vivo believes in diversity and creativity in India and hence has been actively involved in some of
the most popular properties such as Colors Comedy Nights with Kapil, MTV Roadies, MTV
Bollyland Festival and Vh1 Emerge. Regionally vivo sponsored Vijay TV--Koffee with DD (Season
2), ETV Telugu--Extra Jabardast, ETV Kannada--Majha Talkies, Mazhavil Manorama--D 4 Dance
(Season 2), and Zee Kannada--Onduurnalli Raja Rani. As a new brand for Indian consumers, vivo
believes in reaching out to every person in every state and this increases the kind of effort to
establish the brand in the hearts of consumers. Vivo looks forward to more such associations in
the future to create a brand visibility amongst the Indian masses.

The ‫ג‬€œMake in India‫ג‬€ initiative also resonates with vivo's plan. Its assembly unit in Greater
Noida is the first step toward this commitment. With Rs. 125 crore first-phase investment, this
unit will be operational in November, 2015. Totally 2,200 Indian employees will join the factory,
which will help its production capacity reach one million units/month and build a solid
foundation for vivo's sustainable development in India. Vivo strives to become a world-class
enterprise, healthy, progressive and sustainable.

Love India, Love vivo

vivo Communication Technology Co. Ltd. is a Chinese technology company owned by BBK
Electronics that designs and manufactures smartphones and smartphone accessories in China,
software and online services. BBK Electronics also owns Oppo, Realme and OnePlus. The
company develops software for its phones, distributed through its vivo App Store, with
iManager included in their proprietary, Android-based operating system, Funtouch OS.

With research and development centers in Shenzhen and Nanjing, vivo employs 1,600 R&D
personnel, as of January 2016.[1]

26
Contents

 1History

 2Phones

 3References

 4External links

History[edit]

vivo was founded in 2009, in Dongguan, China, and was named for the Esperanto word for
"life".[citation needed]

In the first quarter of 2015, vivo was ranked among the top 10 smartphone makers, achieving a
global market share of 2.7%.[2]

vivo[edit]

Since its founding in 2009, vivo has expanded to over 100 countries around the world.
International expansion began in 2014, when the company entered the Thai marketplace. [3] vivo
quickly followed up with launches in India, Indonesia, Malaysia, Myanmar, Philippines, Thailand,
and Vietnam.

In 2017, vivo entered the smartphone market in Russia, Sri Lanka, Taiwan, Hong
Kong, Brunei, Macau, Cambodia, Laos, Bangladesh, and Nepal.[4][5][6][7] In June 2017, it entered
the Pakistan mobile phone market and the vivo brand is currently experiencing rapid growth in
popularity in the country.[8][9]

On 26 November 2017, vivo entered the Nepali market with its Y53 and Y65 models. [10] In 2019,
it started operations in the Middle East.

Marketing[edit]

27
vivo Mansion in Nanjing, China

In October 2015, vivo became the title sponsor of the Indian Premier League under a two-year
deal starting in the 2016 season.[11][12] In July 2017, the deal was extended until 2022.[13]

In June 2017, vivo reached a sponsorship deal with FIFA to become the official smartphone
brand of the 2018 and 2022 FIFA World Cups.[14] The company also became a title sponsor of
India's Pro Kabaddi.[15]

vivo has a sponsorship deal with the NBA in China, with Golden State Warriors player Stephen
Curry endorsing the brand in China and the Philippines.[16]

The company contracted product placement with Marvel Studios for Captain America: Civil
War, in which vivo phones are used by Captain America and Iron Man.[17]

Vivo announced the partnership with the world's leading mobile game- PlayerUnknown's
Battlegrounds Mobile (PUBG MOBILE) by Tencent Games and PUBG Corporation as the title
sponsor of the PUBG MOBILE Club Open 2019, one of the biggest mobile gaming tournament in
the world.

Phones[edit]

vivo logo used until January 9, 2019 in China and February 2019 in other countries

28
vivo V7 of "V"-Series

vivo has designed numerous phones, including several concept phones. vivo "V" series are the
flagship cell phone models of the company.[18]

Y - Series vivo phones

Model Series Date launched Other information

Y51 Y January 2016

Y53 Y April 2017

Y55 Y February 2018

November
Y65 Y
2018

Y69 Y August 2017

Y71 Y April 2018

Y81i Y October 2018

Y81 Y August 2018

Y83 Y May 2018

Y85 Y May 2018

Y91C Y February 2018

December
Y91i Y
2018

November
Y91 Y Options of 2GB 16GB/2GB 32GB/ 3GB 64GB
2018

Y93 Y November Colors: black, gold, white, more

29
 2018

November
Y95 Y
2018

The first vivo smartphone with Mediatek helio P35 and

Y17 Y April 2019
5000 mah battery.

November
Y19 Y
2019

V - Series vivo phones

Date
Model Series Other information
launched

V1[19] V July 2015

V1 August
V
Max[20] 2015

V3[21] V April 2016

V3
V April 2016
Max[22]

November
V5[23] V
2016

V5 January
V
Plus[24] 2017

February
V5 Lite[25] V
2017

V5s[26] V May 2017

V7+ V September It comes with 5.99-inch display, octa-core Snapdragon 450,

30
 4GB RAM, 16 MP rear camera, 24 MP front camera and
3225 mAh battery.[27] Soon after the launch, the phone was
in news for wrong reasons. The phone was launched with
24 MP camera but the Snapdragon 450 chipset used on the
2017
phone can only support up to 21 MP camera sensor. Later
vivo clarified that the updated Snapdragon 450 can support
24 MP camera, and Qualcomm later updated their official
website to reflect the changes to the chipset.[28]

December
V7[29] V
2017

V9[30] V March 2018

V9
V April 2018
Youth[31]

September
V11[32] V
2018

The phone comes with 6.41-inch Super AMOLED display,

oct-core Snapdragon 660, 6GB RAM, 12 MP + 5 MP dual
September
V11 Pro V camera, 25 MP front camera, 3400 mAh battery. It also has
2018
an under-display fingerprint sensor & it has a dual engine
fast charging with 18W power adapter[33]

The vivo V11i comes with 6.3-inch display, octa-core

September MediaTek Helio P60 processor, 4GB RAM, 16MP+5MP dual
V11i[34] V camera, 25MP front camera and 3315 mAh battery.
2018
[35]

V15 Pro V February This is vivo's first phone in the V series to sport a pop-up
2019 camera and a full-screen display without a notch. It is
powered by the Snapdragon 675 and has a triple-camera
setup at the back. [36] V15 Pro packs 6GB RAM and 128GB
storage. along with dedicated microSD card slot to expand
storage up to 256GB. It is also the first phone to feature a
32-megapixel pop-up selfie camera. The phone has an

31
 under-display fingerprint sensor and Face Unlock. There is
also a 3700 mAh battery that powers the phone.[37]

February The vivo V15 was released on February 20, 2019 in India
V15 V
2019 and March 20 in Southeast Asia and Russia.

The vivo V17 released in India with 48MP Quad Camera and
V17 V
i-view punch hole display.

September The Vivo V17 Pro released on September 20th 2019 in

V17 Pro V
2019 India. The first with 32MP Dual Pop-Up Front Camera.

Other vivo phones

Date
Model Series Other information
launched

It has 6.35-inch HD+

Halo FullView Display
with a resolution of
720x1544 pixels and an
September
U10 U aspect ratio of 19.5:9
2019
with Qualcomm
Snapdragon 665
processor and 5000mAh
battery.[38]

It has 6.53-inch
touchscreen display with
a resolution of
November 1080x2340 pixels with
U20 U
2019 Octa-core Qualcomm
Snapdragon 675
processor and 5000mAh
battery[39]

Z1 Pro Z July 2019 It has a 6.5-inch FHD+

(2340x1080 pixels) with
Vivo iView display which

32
 has punch hole design
with Qualcomm
Snapdragon 712 AIE
processor.[40]

It has Halo FullView

Super AMOLED screen
with an in-display
September
Z1x Z fingerprint sensor and
2019
4500mAh battery with
Vivo Flash Charge
(22.5W).[41]

It has 6.38-inch AMOLED

display with in-display
August
S1 S fingerprint and powered
2019
by a MediaTek Helio
P65.[42]

The Vivo S1 Pro has a

48MP Quad Camera
with 32MP Front
Camera, 128GB or
November
S1 Pro S 256GB ROM with 8GB
2019
RAM, Qualcomm
Snapdragon 665
Processor & 18W Dual
Engine Fast Charging.

X1 X 2012[43] The X1 was the first vivo

phone to use a Hi-Fi
chip, developed by
American
semiconductor company
Cirrus Logic.[44] vivo
followed this up in 2013
by releasing the 2k-
resolution screen phone,

33
 the Xplay 3s.[45] Other
popular phones in the
vivo lineup include the
X5 Pro, the X5 Max, and
the Xshot.

X7 X July 2016

September
X20 X
2017

The X21 UD has an

under screen fingerprint
X21
X 2018 scanner.[46] It used the
UD
"ClearID" technology
developed by Synaptics.

The X30 was launched

with the latest Samsung
Exynos 980 Processor
X30 December with 5G modem in the
X
5G 2019 flagship smartphone,
and has a quad camera
with up to 60x digital
zoom.

The company launched a

concept smartphone,
vivo Apex, at the Mobile
World Congress in 2018,
which features a high
screen-to-body ratio
Nex NEX 2018
(91.2%), a pop-up front
camera, and two optical
fingerprint scanners
under its OLED display.
The production version
was named vivo Nex.

34
 vivo launched
the Nex Dual
This Is Vivo First 5G Display Edition,
Phone. That Comes With which features a
48MP Quad Camera second OLED
Setup. And Aslo Have Nex screen, and
Vivo Very Powerful Dual triple rear
Z 29 February NEX
Z6 5G Qualcomm Snapdragon Display cameras
765G Processor. Edition embodied at
5000mAh Battery And the back, with a
Android 10 Out Of The lunar ring
Box. instead of a
sliding module.
[47]

The Nex 3 5G has a

Nex 3 September
NEX Snapdragon 855+
5G 2019
Processor.

SAMSUNG PROFILE

35
Samsung (Korean: 삼성; Hanja: 三星; Korean pronunciation: [samsʌŋ]; means "three stars" in
English) is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul.
[1] It comprises numerous affiliated businesses,[1] most of them united under the Samsung
brand, and is the largest South Korean chaebol (business conglomerate).

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three
decades, the group diversified into areas including food processing, textiles, insurance, securities,
and retail. Samsung entered the electronics industry in the late 1960s and the construction and
shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth.
Following Lee's death in 1987, Samsung was separated into four business groups – Samsung

Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990, Samsung has increasingly
globalised its activities and electronics; in particular, its mobile phones and semiconductors have
become its most important source of income. As of 2017, Samsung has the 6th highest global
brand value.[6]

Notable Samsung industrial affiliates include Samsung Electronics (the world's largest
information technology company, consumer electronics maker and chipmaker measured by 2017
revenues),[7][8] Samsung Heavy Industries (the world's 2nd largest shipbuilder measured by
2010 revenues),[9] and Samsung Engineering and Samsung C&T (respectively the world's 13th
and 36th largest construction companies).[10] Other notable subsidiaries include Samsung Life
Insurance (the world's 14th largest life insurance company),[11] Samsung Everland (operator of
Everland Resort, the oldest theme park in South Korea)[12] and Cheil Worldwide (the world's
15th largest advertising agency, as measured by 2012 revenues).[13][14]

Samsung has a powerful influence on South Korea's economic development, politics, media and
culture and has been a major driving force behind the "Miracle on the Han River".[15][16] Its
affiliate companies produce around a fifth of South Korea's total exports.[17] Samsung's revenue
was equal to 17% of South Korea's $1,082 billion GDP.[18]

36
History

1938–1970

Lee Byung-chul, founder of Samsung

In 1938, Lee Byung-chul (1910–1987) of a large landowning family in the Uiryeong county
moved to nearby Daegu city and founded Samsung Sanghoe (삼성상회, 三星商會). Samsung
started out as a small trading company with forty employees located in Su-dong (now Ingyo-
dong).[20] It dealt in dried-fish,[20] locally-grown groceries and noodles. The company prospered
and Lee moved its head office to Seoul in 1947. When the Korean War broke out, he was forced
to leave Seoul. He started a sugar refinery in Busan named Cheil Jedang. In 1954, Lee
founded Cheil Mojik and built the plant in Chimsan-dong, Daegu. It was the largest woollen mill
ever in the country.[citation needed]

37
Samsung diversified into many different areas. Lee sought to establish Samsung as leader in a
wide range of industries. Samsung moved into lines of business such as insurance, securities and
retail.

In 1947, Cho Hong-jai, the Hyosung group's founder, jointly invested in a new company called
Samsung Mulsan Gongsa, or the Samsung Trading Corporation, with the Samsung's founder Lee
Byung-chull. The trading firm grew to become the present-day Samsung C&T Corporation.
After a few years, Cho and Lee separated due to differences in management style. Cho wanted a
30 equity share. Samsung Group was separated into Samsung Group
and Hyosung Group, Hankook Tire and other businesses.[21][22]

In the late 1960s, Samsung Group entered the electronics industry. It formed several electronics-
related divisions, such as Samsung Electronics Devices, Samsung Electro-Mechanics, Samsung
Corning and Samsung Semiconductor & Telecommunications, and made the facility in Suwon.
Its first product was a black-and-white television set.[citation needed]

1970–1990

The SPC-1000, introduced in 1982, was Samsung's first personal computer (sold in the Korean
market only) and used an audio cassette tape to load and save data – the floppy drive was
optional.[23]

In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and entered
telecommunications hardware. Its early products were switchboards. The facility was developed
into the telephone and fax manufacturing systems and became the center of Samsung's mobile

38
phone manufacturing. They have produced over 800 million mobile phones to date. [24] The
company grouped them together under Samsung Electronics in the 1980s.

After Lee, the founder's death in 1987, Samsung Group was separated into four business groups
—Samsung Group, Shinsegae Group, CJ Group and the Hansol Group.[25] Shinsegae (discount
store, department store) was originally part of Samsung Group, separated in the 1990s from the
Samsung Group along with CJ Group (Food/Chemicals/Entertainment/logistics), and the Hansol
Group (Paper/Telecom). Today these separated groups are independent and they are not part of
or connected to the Samsung Group.[26] One Hansol Group representative said, "Only people
ignorant of the laws governing the business world could believe something so absurd", adding,
"When Hansol separated from the Samsung Group in 1991, it severed all payment guarantees
and share-holding ties with Samsung affiliates." One Hansol Group source asserted, "Hansol,
Shinsegae, and CJ have been under independent management since their respective separations
from the Samsung Group". One Shinsegae department store executive director said, "Shinsegae
has no payment guarantees associated with the Samsung Group".[26]

In 1980s, Samsung Electronics began to invest heavily in research and development, investments
that were pivotal in pushing the company to the forefront of the global electronics industry. In
1982, it built a television assembly plant in Portugal; in 1984, a plant in New York; in 1985, a
plant in Tokyo; in 1987, a facility in England; and another facility in Austin, Texas, in 1996. As
of 2012, Samsung has invested more than US$13,000,000,000 in the Austin facility, which
operates under the name Samsung Austin Semiconductor. This makes the Austin location the
largest foreign investment in Texas and one of the largest single foreign investments in the
United States.[27][28]

1990–2000

Samsung started to rise as an international corporation in the 1990s. Samsung's construction

branch was awarded contracts to build one of the two Petronas Towers in Malaysia, Taipei
101 in Taiwan and the Burj Khalifa in United Arab Emirates.[29] In 1993, Lee Kun-hee sold off
ten of Samsung Group's subsidiaries, downsized the company, and merged other operations to

39
concentrate on three industries: electronics, engineering and chemicals. In 1996, the Samsung
Group reacquired the Sungkyunkwan University foundation.

Samsung became the world's largest producer of memory chips in 1992 and is the world's
second-largest chipmaker after Intel (see Worldwide Top 20 Semiconductor Market Share
Ranking Year by Year).[30] In 1995, it created its first liquid-crystal display screen. Ten years
later, Samsung grew to be the world's largest manufacturer of liquid-crystal display panels. Sony,
which had not invested in large-size TFT-LCDs, contacted Samsung to cooperate, and, in
2006, S-LCD was established as a joint venture between Samsung and Sony in order to provide a
stable supply of LCD panels for both manufacturers. S-LCD was owned by Samsung (50% plus
one share) and Sony (50% minus one share) and operates its factories and facilities in Tangjung,
South Korea. As of 26 December 2011, it was announced that Samsung had acquired the stake of
Sony in this joint venture.[31]

Compared to other major Korean companies, Samsung survived the 1997 Asian financial
crisis relatively unharmed. However, Samsung Motor was sold to Renault at a significant loss.
As of 2010, Renault Samsung is 80.1 percent owned by Renault and 19.9 percent owned by
Samsung. Additionally, Samsung manufactured a range of aircraft from the 1980s to 1990s. The
company was founded in 1999 as Korea Aerospace Industries (KAI), the result of a merger
between then three domestic major aerospace divisions of Samsung Aerospace, Daewoo Heavy
Industries and Hyundai Space and Aircraft Company. However, Samsung still
manufactures aircraft engines and gas turbines.[32]

2000–present

40
The prominent Samsung sign in Times Square, New York City

In 2000, Samsung opened a development center in Warsaw, Poland. Its work began with set-top-
box technology before moving into digital TV and smartphones. The smartphone platform was
developed with partners, officially launched with the original Samsung Solstice[33] line of devices
and other derivatives in 2008, which was later developed into Samsung Galaxy line of devices
including Notes, Edge and other products.

In 2010, Samsung announced a ten-year growth strategy centered around five businesses. [34] One
of these businesses was to be focused on biopharmaceuticals, to which has
committed ₩2,100,000,000,000.[35]

In first quarter of 2012, Samsung Electronics became the world's largest mobile phone maker by
unit sales, overtaking Nokia, which had been the market leader since 1998.[36][37]

On 24 August 2012, nine American jurors ruled that Samsung Electronics had to
pay Apple $1.05 billion in damages for violating six of its patents on smartphone technology.
The award was still less than the $2.5 billion requested by Apple. The decision also ruled that
Apple did not violate five Samsung patents cited in the case. [38] Samsung decried the decision
saying that the move could harm innovation in the sector. [39] It also followed a South Korean
ruling stating that both companies were guilty of infringing on each other's intellectual property.
[40]
In first trading after the ruling, Samsung shares on the Kospi index fell 7.7%, the largest fall
since 24 October 2008, to 1,177,000 Korean won.[41] Apple then sought to ban the sales of eight
Samsung phones (Galaxy S 4G, Galaxy S2 AT&T, Galaxy S2 Skyrocket, Galaxy S2 T-Mobile,
Galaxy S2 Epic 4G, Galaxy S Showcase, Droid Charge and Galaxy Prevail) in the United
States[42] which has been denied by the court.[43]

In 2015, Samsung has been granted more U.S. patents than any other company – including IBM,
Google, Sony, Microsoft and Apple. The company received 7,679 utility patents through 11
December.[44]

On 2 August 2016, Samsung Electronics unveiled the Galaxy Note7 smartphone,[45] which went
on sale on 19 August 2016. However, in early September 2016, Samsung suspended sales of the

41
phone and announced an informal recall. This occurred after some units of the phones had
batteries with a defect that caused them to produce excessive heat, leading to fires and
explosions. Samsung replaced the recalled units of the phones with a new version; however, it
was later discovered that the new version of the Galaxy Note 7 also had the battery defect.
Samsung recalled all Galaxy Note7 smartphones worldwide on 10 October 2016, and
permanently ended production of the phone the following day.[46][47][48]

Corporate image

First Samsung logo.

1960s-1993, as corporate logo

1970s

42
1980-1993, as Samsung Electronics logo

1993-2013, though still used by other Samsung companies than its electronics segment.

Samsung's wordmark and current corporate logo.

The basic color in the logo is blue, which Samsung has employed for years, supposedly
symbolizing stability, reliability and corporate social responsibility

43
 CHAPTER-4

DATA ANALYSIS

AND

INTERPRETATIONS

44
Q1. Do you have any mobile phone?

Opinion Percentage of Respondents (%)

Yes 90%

No 10%

Table 4.1: Having mobile phone

45
 % of Respondents

No
10%

Yes
90%

Figure 4.1: Having mobile phone

INTERPRETATION:

The above table shows that 90% of respondents have mobile phones and 10% of respondents do
not have mobile phones.

Q2. Which brand of mobile phone you are using?

Brand Percentage of respondents (%)

SAMSUNG 55%

VIVO 45%

Table 4.2: Brand of mobile phone

46
 % of Respondents
samsung vivo

45%

55%

Figure 4.2: Brand of mobile phone

INTERPRETATION:

The above table shows that 55% people are using SAMSUNG mobile and 45% of people are
using VIVO mobile.

Q3. From how much time you are using this particular brand?

Time period Percentage of Respondents (%)

Less than 1 year 68%

More than 1 year 32%

Table 4.3: Time of using brand

47
 % of Respondents
less than 1 year more than 1 year

32%

68%

Figure 4.3: Time of using brand

INTERPRETATION:

The above diagram shows that 68% people are using this particular brand from less than 1 year
and only 32% people are using this particular brand from more than 1 year.

Q4. Why do you prefer it?

Responses % of Respondents of SAMSUNG % of Respondents of VIVO

Good performance 32% 24%

Good features 26% 30%

Less cost 14% 28%

Other benefits 28% 18%

Table 4.4: Reason of using

48
 35%

30%

25%
% OF RESPONDENTS

20%

15% samsung
vivo
10%

5%

0%
Good per- Good features Less price Other benefit
formance
RESPONSES

Figure 4.4: Reason of using

INTERPRETATION:

The above diagram shows that 32% people are using SAMSUNG mobile for good performance,
26% for good features, 14% for less cost and 28% for other benefits and 24% people are using
VIVO mobile for good performance, 30% for good features, 28% for less cost and 18% people
for other benefits.

Q5. Which is the best thing in SAMSUNG and VIVO mobile as you prefer it?

Responses % of Respondents of SAMSUNG % of Respondent of VIVO

Easy to use 36% 24%

Less power 28% 26%

Low cost 24% 32%

Any other 12% 18%

Table 4.5: Best thing in mobile phones

49
 40%

35%

30%
% OF RESPONDENTS

25%

20%
samsung
15% vivo

10%

5%

0%
Easy to use Less power Low cost Any other
RESPONSES

Figure 4.5: Best thing in mobile phones

INTERPRETATION:

The above diagram shows that 36% people are using SAMSUNG mobile for easy to use, 28% for
less power, 24% for low cost and 12% for other reason and 24% people using VIVO mobile for
reason of easy to use, 26% for less power, 32% for low cost and 18% for other reasons.

Q6. Is any offer given by company to attract you?

Responses % of Respondents of SAMSUNG % of Respondents of VIVO

Yes 72% 54%

No 28% 36%

Table 4.6: Offer given to attract

50
 80%

70%

60%
% OF RESPONDENTS

50%

40% samsung
vivo
30%

20%

10%

0%
Yes No
RESPONSES

Figure 4.6: Offer given to attract

INTERPRETATION:

The above diagram shows that 72% respondents of SAMSUNG and 54% of VIVO say yes, there
is offer given by company to attract them. But 28% respondents of SAMSUNG and 46% of
VIVO say no, about this.

Q7. Which sales promotion service given to you by your preferred mobile company?

Sales Promotion Services % of Respondents of % of Respondents of

SAMSUNG VIVO

Free gift 24% 22%

Discount 36% 32%

Exchange offer 28% 30%

51
 Other benefit 12% 16%

Table 4.7: Sales promotion services

40%

35%

30%
% OF RESPONDENTS

25%

20%
samsung
15% vivo

10%

5%

0%
Free gift Discount Exchange offer Other benefit
SALES PROMOTION SERVICES

Figure 4.7: Sales promotion services

INTERPRETATION:

The above table shows that 24% respondents of SAMSUNG and 22% of VIVO say free gift, 36%
of SAMSUNG and 32% of VIVO say discount, 28% of SAMSUNG and 30% of VIVO say
exchange offer, 12% of SAMSUNG and 16% of VIVO say other benefits.

Q8. Are you satisfied with the preferred brand?

Responses % of Respondents of SAMSUNG % of Respondents of VIVO

Yes 76% 56%

No 24% 44%

Table 4.8: Satisfied with the mobile

52
 80%

70%

60%
% OF RESPONDENTS

50%

40% samsung
vivo
30%

20%

10%

0%
Yes No
RESPONSES

Table 4.8: Satisfied with the mobile

INTERPRETATION:

The above table shows that 76% respondents of SAMSUNG and 56% of VIVO say Yes, they are
satisfied with their brand. 24% respondents of SAMSUNG and 44% of VIVO say No about this.

Q9. Does your mobile phone give you warranty for longer time period?

Responses % of Respondents of % of Respondents of

SAMSUNG VIVO

Yes 66% 52%

No 34% 48%

Table 4.9: Warranty for longer time

53
 70%

60%
% OF RESPONDENTS

50%

40%
samsug
30% vivo

20%

10%

0%
Yes No
RESPONSES

Figure 4.9: Warranty for longer time

INTERPRETATION:

The above table shows that 66% respondents of SAMSUNG and 52% of VIVO say, yes their
mobile phone give them warranty for longer time period. 34% respondents of SAMSUNG and
48% 0f VIVO say, No about this.

54
Q.10 Would you prefer VIVO and SAMSUNG Mobile because of:

OPINION (%) OF RESPONDENTS

SERVICE 65
PRICE 35
Table No.4.10: Facilities preference

35%

Series165%

Figure No.4.10: Facilities preference

INTERPRETATION:
This table shows that, majority of the respondents i.e. 65% use give preference to the service and
35% user give preference to the price of VIVO and SAMSUNG mobile.

55
 CHAPTER-5

RECOMMENDATIONS

AND

CONCLUSIONS

RECOMMENDATIONS

56
 1. SAMSUNG must try to come out with some specific plan and offers so that people get
motivated and buy the product because of that specific offer.
2. SAMSUNG should think positively to tap the companies including in viral marketing.
3. SAMSUNG should incorporate further innovation to outsmart the most potential
competitors.
4. Emphasis on more effective public relation exercise should be given by sponsoring
various events to expand its reach.
5. More potential scheme should be launched to incorporate the perfect blend of push and
pull.

CONCLUSIONS

Comparing on SAMSUNG and VIVO can conclude this study report:

1. SAMSUNG service provider’s lead in terms of satisfied and loyal customers, while VIVO
customer is loyal.
2. The result shows that majority of respondents chose SAMSUNG mobiles as the company
with larger subscriber base.
3. Brand awareness of the respondents was high most being aware of both VIVO and
SAMSUNG.

Comparing the overall finding we see that six brand equity measures (price premium,
satisfaction/loyalty, perceived quality, leadership and popularity, organizational association, and
market share) and other measures (brand personality, brand awareness, and market prices and
distribution coverage) have been shared by both SAMSUNG and VIVO.

LIMITATIONS

57
Even though even effort has been done to minimize the variation and present a factual picture
with the help of statistical method, but still there are some limitations:-

1. Lack of knowledge on the part of the respondents regarding the subject matter.
2. The secondary data collection might consist of manipulation, which might have given bias
in the result.
3. Certain important information was kept secret. This is because of the reason certain
hypothesis were taken.
4. The lack of experience in preparing the project report.
5. Lack of experience in drafting the questionnaire.
6. Survey result may be prone to sampling errors.

58
BIBLIOGRAPHY

BIBLIOGRAPHY
59
Books Referred:

 Aswathppa K, Personnel Management Hill publication (4th edition).

 Kothari, C.R. :Marketing Research, Vishwa Prakashan, Edition 5th 2009 New Delhi
 Kotler, Phillip :Marketing Management-Analysis, Planning and Control, PHI, Edition
4th 2009 New Delhi
 Schiffman, L.G.:Consumer Behavior, PHI, Edition 6th 2010New Delhi

Magazines:

 Advertising Management
 Business India
 Business Today
 Business World

Websites:

 www. VIVO.com
 www.SAMSUNG.com

60
ANNEXURE

 QUESTIONNAIRE

QUESTIONNAIRE

61
Q1. Do you have any mobile phone?

o Yes
o No

Q2. Which brand of mobile phone you are using?

o SAMSUNG
o VIVO

Q3. From how much time you are using this particular brand?

o Less than one year

o More than one year

Q4. Why do you prefer it?

o Low cost
o Good performance
o Good feature
o Other benefits

Q5. Which is the best thing in SAMSUNG and VIVO mobile as you prefer it?

o Less power consuming

o Easy to use
o Low cost
o Other benefit

Q6. Is any offer given by company to attract you?

o Yes
o No

Q7. Which sales promotion service given to you by your preferred mobile company?

o Free gift
o Discount
o Exchange offer

62
 o Other benefit

Q8. Are you satisfied with the preferred brand?

o Yes
o No

Q9. Does your mobile phone give you warranty for longer time period?

o Yes
o No

Q10. Would you prefer VIVO and SAMSUNG Mobile because of

o Service
o Price

63