A STUDY ON BUYING BEHAVIOUR OF DIFFERENT PREMIUM

BRANDS OF A MOBILE PHONE

PROJECT REPORT

Submitted by

Sriharish Srikanth

Register No: 15P37D0018

in partial fulfillment for the award of the degree

of

INTEGRATED DEGREE PROGRAM IN TECHNICAL

ENTREPRENEURSHIP

at

THE TIPSGLOBAL INSTITUTE

COIMBATORE

DECEMBER 2018
 THE TIPSGLOBAL INSTITUTE

COIMBATORE

PROJECT WORK

DECEMBER 2018

This is to certify that the project entitled

A STUDY ON BUYING BEHAVIOUR OF DIFFERENT PREMIUM BRANDS OF A MOBILE

PHONE

is the bonafide record of project work done by

Sriharish Srikanth

Register No: 15P37D0018

of the Integrated Degree Program in Technical Entrepreneurship during the year 2015-
2020.

Mr. A. Sam Naveen Dr. S .Narayanan

Project Guide Program Director

Submitted for the Project Viva-Voce examination held on ______________

----------------------------- --------------------------

Internal Examiner External Examiner

 DECLARATION

I affirm that the project work titled, “A STUDY ON BUYING BEHAVIOUR OF

DIFFERENT PREMIUM BRANDS OF A MOBILE PHONE” being submitted in partial
fulfillment for the award of Integrated Degree Program in Technical
Entrepreneurship, is the work carried out by me. It has not formed the part of any
other project work submitted for award of any degree or diploma, either in this or
any other University.

Sriharish S.

15P37D0018

I certify that the declaration made above by the candidate is true.

Mr. A. Sam Naveen

Project Guide
 ACKNOWLEDGEMENT

A project of such a comprehensive finish cannot be completed without the help

of numerous sources and people throughout the long rugged path of success. And so I
am deeply indebted to all of them and take this opportunity to thank them.
First and foremost, I would like to thank god almighty whose blessings made me
complete the project successfully.
It is a great pleasure to acknowledge my sincere thanks to Dr. S. Narayanan,
Managing Director, THE TIPSGLOBAL INSTITUTE, Coimbatore for providing me an
opportunity to get practical knowledge about my theoretical studies.
I am indeed greatly thankful to my faculty guide Mr. A. Sam Naveen, Professor,
THE TIPSGLOBAL INSTITUTE, for guiding me to successfully complete the project.
I wish to express my gratitude to all the staff members of the institution for their
encouragement to complete this project.
Finally I would like to thank my parents, and all my friends who have helped me
immensely throughout the project work.
 Table of Contents
S.No. Content Page No.
1 Executive Summary 1
2 Chapter 1 - Introduction 2
3 Chapter 2 – Literature Survey 4
4 Chapter 3 – Research Methodology 7
5 Chapter 4 - Data Analysis & 9
Interpretation
6 Chapter 5 - Conclusions 19
7 Chapter 6 - Appendix 22
 EXECUTIVE SUMMARY

The project work is pursued as a part of a Technical Entrepreneurship (MS and MBA)
Curriculum at “The TipsGlobal Institute, Coimbatore”.

My main aim was to understand smartphone brand preference and how useful it actually is.
Smartphones have been widely available for less than 20 years. In that short time, the
telephone has been transformed from a way to stay in touch into a device that is central to
most of our lives. If you don’t agree, just try going without it for a day. (See our smartphone
milestones timeline, below.)

Yes, it’s still our connection to family, friends, and everyone else in our contact list, but it’s
also our photo album; our gateway to music, movies, and books; and our camera, map,
wallet, calendar, newspaper, flashlight, and, yes, maybe even the keys to our house.

As anyone who has recently shopped for a smartphone knows, this virtual fifth appendage
does not come cheap. The starting price for the newest premium phones from Apple and
Samsung hovers around $1,000; if you prefer a model with an extra-large screen and more
generous storage, you’ll pay even more.

But you can pay a lot less and still get a lot of phone. Here, we’ll tell you how to squeeze
more life out of the phone you’re using and how to save on a new (or as-good-as-new)
model. We’ll also share loads of useful things your smartphone can do that you probably
don’t know about. To help you choose the best phone for you, check our latest smartphone
ratings.

Consumers have begun holding on to their cell phones for nearly three years, which is as
much as a half-year longer than they did two years ago, according to Hyla Mobile, a Texas-
based company that collects and sells trade-ins.

That’s not only because new phones are much more expensive but also because the “free”
phones wireless carriers once used to entice people into signing multiyear service contracts
are a thing of the past.
 CHAPTER 1 - INTRODUCTION

1.1 RESEARCH BACKGROUND

Mobile Phone is a tool which will help one to do various works such as calling, taking
photos, browsing, etc. In current scenario without mobile phones it is very difficult to lead
our daily life. This is very much suitable especially for the students.This research study is
about the brand preference of students with regard to mobile phones. It helps us to know on
what basis students chooses a particular brand when he/she purchases a new handset.The
research will also tell about what are all the factors a student considers at the time of purchase
of a new mobile phone.

We use a mobile device for messaging our loves ones, for bank transfers, personal
pictures, social media, work and personal e-mailing, etc. As a result of this, consumers have
become incredibly attached to their mobile device which has changed the consumer behavior
drastically. Further, the mobile platform is special, as it can give companies information
about location, actions and behavior. And most importantly, it offers constant connectivity
between the brand and the consumers. These facts have resulted in a completely new
environment and communication platform for branding and interaction between brands and
their consumers.

1.1.1 HISTORY OF APPLE

Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumer electronics, computer software, and
online services. It is considered one of the Big Four of technology along with Amazon,
Google and Facebook.

The company's hardware products include the iPhone smartphone, the iPad tablet computer,
the Mac personal computer, the iPod portable media player, the Apple Watch smartwatch, the
Apple TV digital media player, and the HomePod smart speaker. Apple's software includes
the macOS and iOS operating systems, the iTunes media player, the Safari web browser, and
the iLife and iWork creativity and productivity suites, as well as professional applications
like Final Cut Pro, Logic Pro, and Xcode. Its online services include the iTunes Store, the
iOS App Store and Mac App Store, Apple Music, and iCloud.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to
develop and sell Wozniak's Apple I personal computer. It was incorporated as Apple
Computer, Inc., in January 1977, and sales of its computers, including the Apple II, grew
quickly. Within a few years, Jobs and Wozniak had hired a staff of computer designers and
had a production line. Apple went public in 1980 to instant financial success. Over the next
few years, Apple shipped new computers featuring innovative graphical user interfaces, such
as the original Macintosh in 1984, and Apple's marketing commercials for its products
received widespread critical acclaim. However, the high price tag of its products and limited
software titles caused problems, as did power struggles between executives at the company.
In 1985, Wozniak stepped away from Apple, while Jobs resigned and founded a new
company—NeXT—with former Apple employees.

As the market for personal computers increased, Apple's computers lost share to lower-priced
products, particularly ones that ran the Microsoft Windows operating system. After more
executive job shuffles, CEO Gil Amelio in 1997 bought NeXT to bring Jobs back. Jobs
regained leadership within the company and became the new CEO shortly after. He began to
rebuild Apple's status, opening Apple's own retail stores in 2001, acquiring numerous
companies to create a portfolio of software titles, and changing some of the hardware used in
its computers. The company returned to profitability. In January 2007, Jobs renamed the
company Apple Inc., reflecting its shifted focus toward consumer electronics, and announced
the iPhone, which saw critical acclaim and significant financial success. In August 2011, Jobs
resigned as CEO due to health complications, and Tim Cook became the new CEO. Two
months later, Jobs died, marking the end of an era for the company.
 1.1.2 HISTORY OF ONE PLUS

OnePlus was founded on 16 December 2013 by former Oppo vice-president Pete Lau
and Carl Pei. According to the Chinese government's documentation, the only institutional
stockholder in OnePlus is Oppo Electronics. Lau denied that OnePlus was a wholly-owned
subsidiary of Oppo and stated that Oppo Electronics and not Oppo Mobile (the phone
manufacturer) is a major investor of OnePlus and that they are "in talks with other investors"
(although nothing has been announced to date but it is clear that oneplus and oppo mobile(not
electronics) are siblings and they do not share parent child relationship.). The company's
main goal was to design a smartphone that would balance high-end quality with a lower price
than other phones in its class, believing that users would "Never Settle" for the lower-quality
devices produced by other companies. Lau explained that "we will never be different just for
the sake of being different. Everything done has to improve the actual user experience in day-
to-day use." He also showed aspirations of being the "Muji of the tech industry", emphasizing
its focus on high-quality products with simplistic, user-friendly designs. Continuing Lau's
association with the platform from the Oppo N1, OnePlus entered into an exclusive licensing
agreement with Cyanogen Inc. to base its products' Android distribution upon a variant of the
popular custom ROM CyanogenMod and use its trademarks outside of China.

The company unveiled its first device, the OnePlus One, on 23 April 2014. In December
2014, alongside the release of the OnePlus One in India exclusively through Amazon,
OnePlus also announced plans to establish a presence in the country, with plans to open 25
official walk-in service centres across India.

In April 2014, OnePlus hired Han Han as the product ambassador in mainland China.
 1.1.2 HISTORY OF SAMSUNG

Samsung is a South Korean multinational conglomerate headquartered in Samsung Town,

Seoul. It comprises numerous affiliated businesses, 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.

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

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". Its
affiliate companies produce around a fifth of South Korea's total exports. Samsung's revenue
was equal to 17% of South Korea's $1,082 billion GDP.
1.2 IDENTIFICATION OF PROBLEM

1.2.1 Decision Problem:

A STUDY ON BUYING BEHAVIOUR OF DIFFERENT PREMIUM BRANDS OF

A MOBILE PHONE.

1.2.2 Research Problem:

Determination of student’s preferences and purchase intentions of different mobile

phone brands.

1.3 OBJECTIVE OF THE STUDY

The Primary Objective is to study the perception & buying behavior of students
towards various mobile brands.

The Secondary Objectives of this study were,

 To find how much of money that the students are ready to spend for buying a
mobile phone brand which they like.
 To know about the Major features that the students expect while purchasing a
mobile phone.
 To find out the factors that influence decision-making while purchasing a mobile
phone.
 CHAPTER 2 - LITERATURE SURVEY

2.1 REVIEW OF LITERATURE:

1. Matti Haverila, November 2011, Mobile phone feature preferences, customer

satisfaction and repurchase intent among male users, Australasian Marketing Journal
(AMJ).

2. Milena Head, Natalia Ziol kowski, November 2012, Understanding student attitudes of
mobile phone features: Rethinking adoption through conjoint, cluster and SEM
analyses, Computers in Human Behavior.

3. Mariek Vanden Abeele, Keith Roe, June 2013, Adolescents’ school experience and the
importance of having a “cool” mobile phone: Conformity, compensation and
resistance? Poetics Research Journals.

4. Fareena Sultan , Andrew J. Rohm, Tao (Tony) Gao, November 2009, Factors
Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of
Youth Markets, Journal of Interactive Marketing.

5. Besiki Stvilia, Wonchan Choi, July 2015, Mobile wellness application-seeking behavior
by college students - An exploratory study, Library & Information Science Research.

6. Yi-Fan Chen, James E. Katz, February 2009,Extending family to school life: College
students’ use of the mobile phone, International Journal of Human-Computer Studies.

7. Anastasios A. Economides, Amalia Grousopoulou, February 2009, Students’ thoughts

about the importance and costs of their mobile devices’ and services, Telematics and
Informatics.
8. Cynthia Gordon, Najma Al Zidjaly, Alla V. Tovares, February 2017, Mobile phones as
cultural tools for identity construction among college students in Oman, Ukraine, and
the U.S.,Discourse, Context & Media.

9. Muazzam Khan, Apoorva Kulkarni, S. Vijayakumar Bharathi, 2014, A Study on Mobile

Phone Buying Behavior Using an Image based Survey, Procedia Economics and
Finance.

10. Azira Rahim, Siti Zaharah Safin, Law Kuan Kheng, Nurliyana Abas, Siti Meriam Ali,
2016, Factors Influencing Purchasing Intention of Smartphone among University
Students, Procedia Economics and Finance.

2.2 RESEARCH VARIABLES:

 Students Attitude

 Brand Preference

 Price Factor

 Specification

 Service Offered
2.3 RESEARCH OUTCOMES:

The year 2018 wasn't a good one for the smartphone industry. For the first time in years we
witnessed a slowdown. IDC reported a 6% year-on-year decline in third-quarter shipments, down to
355.2 million units. Strategy Analytics put the total at 360 million units, down 8%. Even the likes of
Apple felt the heat. People aren't switching phones as fast as they used to. There aren't too many
new features that wow customers and the Chinese market, the erstwhile growth engine of the
industry, has saturated. Here are some trends for the near future,

5G: 5G has become a race and everyone wants a place at the starting block. The fifth
generation cellular mobile communication Tsunami will probably start with Samsung or
OnePlus phones sometime in the first half of 2019. 5G has the potential for more than just
faster download speeds. According to some sources, 5G is expected drive several
advancements, including digital transformation across industries, providing a platform for
end-to-end IoT connectivity, enabling faster connections for consumers, and even providing
a more cost-effective platform for carriers. However, none of that is expected to happen in
2019. Investing on a 5G enabled phones won't make much sense considering the fact that
you won't be using any of its features for another 5-7 years.
Foldable phones: Two foldable phones were showed off in 2018 and results were a bit
underwhelming. But 2019 could witness a slew of new designs and phones with the foldable
form factor. Google has already partnered with Samsung to create a version of Android
tailored to the new foldable reality.
Camera holes: No more notches in 2019. Yes, camera hole/pin hole/punch hole design it
seems is where the future is heading towards before companies find a more elegant
solution. Samsung Galaxy A8 and Honor Nova 4 gave a quite glimpse at what 2019 may
offer.
In-screen fingerprint reader: Race to increase the over-all screen to body ratio made
companies to play around with the location of fingerprint scanners. Some even ditched it
completely. However it made a small come back in the latter half of 2018. Optical
fingerprint scanners were a bit slower than the physical ones, but next year Samsung is
coming up with ultrasonic fingerprint scanners which will be faster and more secure.
 CHAPTER 3 -RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN:

The purpose of the research methodology is to design the research procedure. This
includes the overall design, the sampling procedure, the data collection method and analysis
procedure. It details the procedures necessary for obtaining the information needed to
structure or solve this research problem. The type of research here is “Descriptive Research
Design”. Since it require us to describe the mobile phone buying behavior of students.

3.1.1 RESEARCH STRATEGY:

Only students (both school & college) were allowed to participate in this research
model. Because they are the ones who mostly use smartphones more than other age group of
people. They also have very good knowledge on various mobile phone specifications and its
working performance.

3.1.2 SAMPLE FRAME:

Different schools and colleges were the sample frame for this research model, from
which samples (students) have been surveyed.

3.1.3 SAMPLING METHOD:

Sampling Technique – Convenient Sampling Technique (Non-Probability)

The method adopted here is convenient sampling method. A convenient sampling is

one where the data has been collected only from students instead of every mobile phone
buyers, based on convenience. The area from which sampling were conducted is around
Chennai.
3.1.4 SAMPLE SIZE:

This sample method constitutes of 150 respondents.

3.2 PROPOSED DATA COLLECTION

This study involves primary data collection techniques. Research Survey is

conducted to access the students thought, opinion and their feeling over the mobile phones.
Survey technique used here is Questionnaire Method – A predetermined set of questions that
is given to a sample (participants).This study used survey questionnaire as the primary data
source by using questionnaire, while in the secondary data collection is from journal, articles,
internet, text book, media publications and library.

Primary data: Here the primary data is data collected through questionnaire which includes
all research objectives.

3.3 DATA PROCESSING

Questionnaire:I have used Questionnaire, as the research instrument to conduct the

market survey. The questionnaire was a combination of set ofquestions. All the questions are
given with choices so it is easier for the respondent to respond from the choices rather they
think and reply and also it takes lesser time. The questionnaire format was created with the
help of “Google Forms” and it is sent to various students of different schools and colleges.

3.4 TOOLS FOR ANALYSIS

 The data analysis has been done using the analysis software “MS Excel”.
 The tools used for analyzing the collected data in this research study are Chi-
Square Test, Correlation and Percentage Analysis
 CHAPTER 4 - DATA ANALYSIS & INTERPRETATION

CHI- SQUARE ANALYSIS

4.1 Analysis between Students Purchase Intention and Mobile brands

4.1.1 Research Objective: To study the perception & buying behavior of students towards
various mobile brands.
4.1.2 INTERPRETATION

Since the p-value is lesser than 0.05 (i.e. 0.010< 0.05), the secondary objective
(OBJECTIVE 1) is accepted. Hence it is clear that there is anassociation
betweenstudentpurchase intention and brand name of mobile phones.

4.2 Analysis between Favorite Mobile Brand and Money Spent

4.2.1 Research Objective: To find how much of money that the students are ready to spend
for buying a mobile phone brand which they like.
4.2.2 INTERPRETATION

Since the p-value is lesser than 0.05 (i.e. 0.014 < 0.05), the alternative objective
(OBJECTIVE 1) is accepted. Hence it is clear that there is a relationship between Brand of
the mobile phones and money spend on it.

4.3 Analysis between Mobile Phone Features and Purchase Intention

4.3.1 Research Objective: To know about the Major features that the students expect while
purchasing a mobile phone.

4.3.2 INTERPRETATION

Since the p-value is lesser than 0.05 (i.e. 0.032 < 0.05), the alternative objective
(OBJECTIVE 1) is accepted. Hence it is clear that there is a relationship between students
buying behavior and the mobile phone features.
 CORRELATION

4.4 Correlation of Mobile Phone Purchase Decision

4.4.1 Research Objective: To find out the factors that influence decision-making in
purchasing a mobile phone.
4.4.2 INTERPRETATION

Since there is a Positive Correlation exists among the various purchase criteria, the

alternative objective (OBJECTIVE 1) is accepted. Hence it is clear that there are

significant factors which influence the mobile phone purchase decision of students.
 PERCENTAGE ANALYSIS

1. Mobile Phone Purchase Decision

Factors in Choosing a Particular Mobile Brand

Strongly Agree Neutral Disagree Strongly

Agree Disagree

Brand Image 30 26 1 3 1

Brand Ambassador 6 23 11 10 11

Had prior good experience with 20 31 8 0 0

particular brand

Recommended by friends 12 33 7 2 2

Exclusive Offers 17 20 21 1 1
 2. Smartphone Brand Preference

Smartphone Brand Preference

Brand No. of People

iPhone 12

Samsung 19

Sony 6

Moto 5

Lenovo 4

LG 3

HTC 1

One Plus 5

Others 5
 Consumer Spending

Money No. of People

Less than 10,000 15

10,000 to 20,000 30

More than 20,000 15

3. Consumer Spending Pattern

4. Important Features for Consumers
 5. Smartphone Replacement

Smartphone Replacement

No. of People

Broken or Stolen 12

Poor Performance 13

Out of Fashion 27

Frequent Repairs 8

Others 4
 CHAPTER 5 – CONCLUSIONS

5.1 SUMMARY OF FINDINGS

 Majority of students are willing to buy the branded mobile phones.

 Most of the students are currently using Samsung mobile phone.

 33% of students change their mobile phones every six months.

 Only 17% of students are using their mobile phones more than 2 years.

 79% of the students are satisfied with their mobile phone they are currently using.

 45% of students changed their old mobile phones because of Out of Fashion.

 Most favorite mobile brand among the students (33%) is Samsung and the least favorite
brand is HTC. Secondly 20% of the students are willing to buy Apple iPhone.

 50% of the students expect Mobile Technical Specifications as important while buying
the mobile phones.

 Students also looks for the features such as Price, Design, Colour, Operating system,
Camera Pixel range and mobile brand image as a important quality.

 Nearly 52% of the students look for the Brand Image of the mobile while buying the
mobile phones.

 Most of the students (64%) feel RAM as a most important factor in mobile phones. They
also look for Screen size, Touch Screen and Finger Print Sensor as a considerable factor.

 In mobile phones, majority of the students (33%) are impressed by the Promotional &
Exclusive Offers.

 70% of the students are comfortable to use Medium Size Mobile phones.

 50% of the students are planned to spend Rs. 10000 – Rs. 20000 for their favorite mobile
brand in future
 Appearance, Price, Brand Image and advertisement are the important factors for the
students while purchasing mobile phones.

 Mostly students have the hanging and service problem with the mobile phones.

5.2 SUGGESTIONS & RECOMMENDATIONS

 Mobile companies should provide better service and try to solve the hanging problem

 Cellular companies should increase the awareness about the 4G service as the
Reliance Jio did.

 Mobile Companies should offer more range of Rs. 10,000 or less than Rs.20,000
because majority are willing to buy mobiles in this range.

 HTC, Lenovo, LG and One+ should try to expand its market share and also should try
to increase the awareness through the television advertisement.

 All companies should increase their distribution channel.

 The companies should continue to work on the Strategy of T.Q.M (Total Quality
Management)

 Consumers do not get satisfied with the promotional policies of the companies. New
techniques of promotion are required to create awareness about the entire range of
company products.
5.3 CONCLUSION

A small sample size of 60 students is taken, so we cannot draw inferences about the

population from this sample size. Time period is short and resource constraints. The

scope of the project is limited to the city of Chennai Students. So, we cannot say that the

same response will exist throughout India. This study is based on the prevailing student’s

satisfaction on different mobile brands. But the student’s satisfaction may change

according to time, fashion, technology, development, etc.

 CHAPTER 6 - APPENDIX

6.1 COPY OF QUESTIONNAIRE

A Study on Mobile Phone Brand Preference of Students

Dear students,

I am a student of The Tipsglobal Institute, Coimbatore, pursuing MBA. I’m currently doing research on
“Student preferences on buying different brands of mobile phones”. Please spend your precious time
filling up the questionnaire based on your personal experience with Smartphones. Answering these
questions will take not more than 5 minutes.

Thank you in advance for your kind cooperation. I kindly appreciate your time and effort to answering
these questions.

Let us begin...
* Required

1. Your Name * _________________

2. Select your gender

> Male > Female

3. Select your education level

> High school > Graduation > Post Graduation

4. Select your age

> 12 – 15 > 15 – 20 > 20 - 25

5. What is your family monthly income?

a) < Rs.20,000 b) Rs. 20,001 - Rs.35,000
c) Rs. 35,001 - Rs. 50,000 d) >Rs.50,000

6. Do you buy branded mobile phones?

> Yes > No > May be
7. What brand of mobile phone are you using now? *
> IPhone > Samsung > Sony > Micromax
> L.G > Oppo > One Plus > Lenovo
8. How long you have been using the above stated mobile brand?
> Last 6 months > 6 months - 1year
> 1 – 2 years > more than 2 years

9. Are you satisfied with the results of the mobile brand you are currently using?
> Yes
> If No, then what you will do
a) Change the brand and never use in future b) Sell it in OLX
c) Spreading negative reviews about the particular brand

10. What is your previous mobile brand? ________________

11. What causes you to change your old mobile phone? (You can tick more than one option)

> Broken or Stolen > Poor Performance

> Out of Fashion > Frequent Repairs

12. Which Mobile brand you would prefer most to buy? *

> IPhone > Samsung > Sony > Moto

> Lenovo > L.G > HTC > One Plus Others ______________

13. Mention any 3 features that you feel as most important when purchasing a mobile
phone?*
> Operating System > Price, Design & Colour > Online Reviews > Brand Name
> Technical Specifications (RAM, Storage Space, Processor speed, etc.)
> Camera Pixel Range > 4G VOLTE compatibility
> Promotional Offers > Others _______________
14. In mobile ads, which of the following would impress you the most?
> Slogan > Background Music
> Spokesperson > Offers

15. What size of the handset would you prefer?

> Small > Medium > Large
16. Rate the following criteria, based on your idea of choosing a particular mobile Brand *

Strongly Agree Neutral Disagree Strongly

Agree Disagree
Brand Ambassador
Had prior good experience
with particular brand
Recommended by friends
Exclusive Offers

17. During Mobile Purchase, which of the following will you consider as most important? *

5 (Highest) 4 3 2 1 (Lowest)

Screen Size
Colour
Speaker
Touch Screen
Finger Print sensor
RAM

18. How much amount you are planned to spend for your favorite mobile brand in future? *
a) < 10000
b) 10000 - 20000
c) > 20000
19. Is there anything that you dislike about your favorite mobile phone/brand? (Name the
brand & write what you dislike)

________________________________________________________________________

6.2 BIBLIOGRAPHY

Books Referred,

Marketing Management - V.S. Ramaswamy, S. Namakumari

Research Methodology - C. R. Kothari

Operation Research - Vittal

6.2.1 Web Resources:

 www.trai.gov.in
 www.google.com
 www.scribd.com
 www.gadgets.ndtv.com/mobiles/all-brands
 www.bestmobilephones.co.in/all-mobile-brands
 www.mention.com/blog/mobile-branding-storytelling
 www.zeendo.com/info/mobile-branding-strategy
6.3 REFERENCES

[1] Matti Haverila, November 2011, Mobile phone feature preferences, customer
satisfaction and repurchase intent among male users.

[2] Milena Head, Natalia Ziol kowski, November 2012, Understanding student attitudes
of mobile phone features.

[3] Mariek Vanden Abeele, Keith Roe, June 2013, Adolescents’ school experience and
the importance of having a “cool” mobile phone.

[4] Fareena Sultan , Andrew J. Rohm, Tao (Tony) Gao, November 2009,Factors
Influencing Consumer Acceptance of Mobile Marketing.

[5] Besiki Stvilia, Wonchan Choi, July 2015, Mobile wellness application-seeking
behavior by college students.