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A Study ON Brand Preferences OF Mobile Phones

Project & seminar (University of Calicut)

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“A STUDY ON BRAND PREFERENCES OF MOBILE PHONES”

Project Report submitted to

UNIVERSITY OF CALICUT

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

BACHELOR OF COMMERCE

Submitted by

BIJO BABU ALENGADEN

(CCASBCM214)

Under the supervision of

Ms. JISHA CL

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021

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CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “A STUDY ON BRAND PREFERENCE
OF MOBILE PHONES” is a bona fide record of project done by BIJO BABU
ALENGADEN, Reg. No. CCASBCM214 under my guidance and supervision in partial
fulfillment of the requirement for the award of the degree of BACHELOR OF
COMMERCE and it has not previously formed the basis for any Degree, Diploma and
Associateship or Fellowship.

Prof. K.J.JOSEPH Ms. JISHA CL

Co-Ordinator Project Guide

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DECLARATION

I, BIJO BABU ALENGADEN, hereby declare that the project work entitled “A
STUDY ON BRAND PREFERENCE OF MOBILE PHONES” is a record of independent
and bonafide project work carried out by me under the supervision and guidance of Ms.
Jisha CL, Assistant Professor, Department of Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my knowledge.
The report has not been previously submitted for the award of any Degree, Diploma,
Associateship or other similar title of any other university or institute.

Place: Irinjalakuda BIJO BABU ALENGADEN

Date: CCASBCM214

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ACKNOWLEDGEMENT

I would like to take this opportunity to express my profound thanks and

gratitude to all the people who have helped with sound advice and able
guidance.

Above all, I wish to express my eternal gratitude to the God almighty under
whose divine guidance I have been able to complete this project work
successfully.

I would like to convey my sincere gratitude to Rev.Dr. Jolly Andrews

principal in charge, Christ college Irinjalakuda for providing proper help and
encouragement.

I am also indebted to Prof. KJ. Joseph, coordinator of B.Com(finance)

department for providing proper help and encouragement in preparation of
this project and for helping and encouraging me throughout the course of the
project.

I am thankful to Ms. Prassy Viswambharan, class teacher for her cordial

support, valuable information and guidance, which helped me in completing
this task.

I am thankful to MS Jisha CL who kindly supervised and gave me suggestion,

guidance and encouragement throughout the course of the project which
helped me in conceptualizing and completing this endeavor.

I would like to thank all the faculty members of Department of Commerce and
library Christ College Irinjalakuda and my friends and family for imparting
me the knowledge that formed the foundation for my project.

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CONTENTS

CHAPTERS TITLE PAGE

NO.
1 INTRODUCTION 1-3
2 REVIEW OF LITERATURE 4-7
3 INDUSTRY AND 8-11
COMPANY PROFILE

4 DATA ANALYSIS AND 12-34

INTERPRETATION
5 FINDINGS, SUGGESTIONS 35-38
AND CONCLUSIONS
6 BIBLIOGRAPHY 39-40

APPENDIX

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LIST OF TABLES
TABLE PARTICULARS PAGE
NO: NO:
4.1(a) Table showing the gender wise clasification 12
4.2(a) Table showing the age group 13
4.3(a) Table showing the occupation 14
4.4(a) Table showing the income 15
4.5(a) Table showing the education 16
4.6(a) Table showing the number of mobile phones 17
each individual owns.
4.7(a) Table showing the brand of mobile phone 18
they are presently using
4.8(a) Table showing the price willing to be paid 19
for a mobile phone
4.9(a) Table showing that how individual 20
considers owing a mobile phone as
4.10(a) Table showing the term of using the present 21
mobile phone brand
4.11(a) Table showing the general factors 22
influencing the purchasing decision
4.12(a) Table showing switching to other alternative 23
brands if they offer a similar but cheaper
smartphone
4.13(a) Table showing impact on decision if the 24
preferred brand is out of stock

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4.14(a) Table showing the level of satisfaction 25

based on past performance with your current
mobile phone
4.15(a) Table showing the technological factors 26
preferred in the mobile phone

4.16(a) Table showing the servicing of mobile 27

phone with ease and speed
4.17(a) Table showing the changing of brand in the 28
nearest future
4.18(a) Table showing recommending current brand 29
to others
4.19(a) Table showing the performance of the 30
mobile phone brand as per the expectations
4.20(a) Table showing the satisfaction level based 31
on the features of the mobile phone
4.21(a) Table showing reliability of the product 32
regarding what it had been promised
4.22(a) Table showing if it delivers quality meeting 33
design standards
4.23(a) Table showing the sources of brand 34
information

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LIST OF FIGURES
FIGURE PARTICULARS PAGE
NO: NO:
4.1(b) Figure showing the gender 12
4.2(b) Figure showing the age group 13
4.3(b) Figure showing the occupation 14
4.4(b) Figure showing the income 15
4.5(b) Figure showing the education 16
4.6(b) Figure showing the number of mobile 17
phones each individual owns.
4.7(b) Figure showing the brand of mobile phone 18
they are presently using
4.8(b) Figure showing the price willing to be paid 19
for a mobile phone
4.9(b) Figure showing that how individual 20
considers owing a mobile phone as
4.10(b) Figure showing the term of using the 21
present mobile phone brand
4.11(b) Figure showing the general factors 22
influencing the purchase decision
4.12(b) Figure showing switching to other 23
alternative brands if they offer a similar but
cheaper smartphone
4.13(b) Figure showing impact on decision if the 24
preferred brand is out of stock

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4.14(b) Figure showing the level of satisfaction based 25

on past performance with your current
mobile phone
4.15(b) Figure showing the technological factors 26
preferred in the mobile phone

4.16(b) Figure showing the servicing of mobile 27

phone with ease and speed
4.17(b) Figure showing the changing of brand in 28
the nearest future
4.18(b) Figure showing recommending current 29
brand to others
4.19(b) Figure showing the performance of the 30
4mobile phone brand as per the

expectations
4.20(b) Figure showing the satisfaction level based 31
on the features of the mobile phone

4.21(b) Figure showing reliability of the product 32

regarding what it had been promised
4.22(b) Figure showing if it delivers quality 33
meeting design standards
4.23(b) Figure showing the sources of brand 34
information

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CHAPTER-1

INTRODUCTION

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1.1 Introduction

A mobile phone, is a portable telephone that can make and receive calls over a
radio frequency link while the user is moving within a telephone service area.
Modern mobile telephone services use a cellular network architecture, and
therefore, mobile telephone is called cellular telephones or cell phones in North
America. In addition to telephony, 2000s-era mobile phones support a variety of
other services, such as text messaging, MMS, email, internet access, short range
wireless communications (infrared Bluetooth), business applications ,video games
and digital photography. Mobile phones offering only those capabilities are known
as feature phones; mobile phones which offer greatly advanced capabilities are
referred to as smart phones.

Today India is one of the most fastest growing economies all over the globe and a
live example which shows the development in the growth of the
telecommunication industry in India, especially in the field of cellular
communication. So, this study is mainly focused on the factors that can affect the
process of a person who works through the purchase decisions.

1.2 Statement of problem

This study mainly focusses on the leading brand preferences for mobile phones
and the attitude of consumers belonging to low-, middle-, and high-income groups
taken in Irinjalakuda municipality. The study is conducted on popular mobile
brands such as Apple, Samsung, Xiaomi and Oppo.

1.3 Scope of the study

The study focuses on the leading brand preference for mobile phones and the
attitude of customers towards smart phones which have become a basic necessity
in our life. With the impact of COVID-19, students are switching to online classes

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which have shown a huge increase in its use. Smart phones are used by the public
for browsing, communication, gaming, entertainment etc.

1.4 Objectives of the study

1) To study the various factors influencing different brands among mobile phone
users
2) To know about the use of mobile phones of individuals in this area
3) To study the satisfaction level of mobile phone users regarding their brands.
4) To know the buying habits of mobile phones

1.5 Research design

1.5.1 Nature of study
The research study is descriptive cum analytical in nature
1.5.2 Nature of data
The data collected is both primary as well as secondary in nature
1.5.3 Sources of data
Primary data required for doing this research has been collected through a
questionnaire. Secondary sources like articles, online published journals,
research papers, books are used.

1.6 Sample design

1.6.1 Nature of population
The target population of this research are consumers of municipality of
Irinjalalakuda. Population is infinite
1.6.2 Sample unit
Male and female consumers of municipality of Irinjalakuda
1.6.3 Method of sampling
The method of sampling used here is non random sampling
1.6.4 Size of samples
The sample size is limited to 60 respondents living in Irinjalakuda.

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1.7 Tools of analysis

The main tools used for the analysis are percentage analysis.

1.8 Limitations of the study

1) A small size of sixty respondents is taken so it is difficult to draw inferences
about the population from this sample size. Therefore, more the sample size,
more accurate will be the study
2) The scope of the project is limited.
3) Respondents are reluctant to response in all cases.
4) This study is purely based on the prevailing satisfaction level but this may vary
according to the advancement of technology and another social scenario.
1.9 Chapterisation
Chapter 1: Introduction
Chapter 2: Review of literature
Chapter 3: Theoretical framework
Chapter 4: Data analysis and Interpretation
Chapter 5: Findings, suggestions and conclusions.

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CHAPTER-2

REVIEW OF LITERATURE

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2.1 Conceptual Review

Conceptual review is defined as “the way ideas are organized to achieve a research
project's purpose”. The conceptual review provides others' ideas and work in areas
close to that under study. It can be applied in different categories of work where
an overall picture is needed. It is used to make conceptual distinctions
2.1.1 Branding
Branding is a set of marketing and communication methods that help to
distinguish a company or products from competitors, aiming to create a lasting
impression in minds of customers. The key components that form a brand’s
toolbox include a brands identity, brand communication (such as key logos and
trademarks), brand awareness, brand loyalty, and various branding (brand
management) strategies. Branding is one of a few remaining forms of product
differentiation.
2.1.2 Brand preference
Brand preference is a scenario where the customer fears purchasing and
consuming product from another brand which they do not trust. It is measured
through methods like word-of-mouth publicity, repetitive buying, price
sensitivity, commitment, brand trust, customer satisfaction etc. It is a selective
demand for a company’s brand rather than a product; the degree to which
consumers prefer one brand over another.

2.2 Empirical Review

Review of related literature is one of the first steps in research process. It consists
of summary of findings of research carried out in the past on the same directly and
indirectly related topics. This review provides insight to the researchers regarding
what is already known and what remains to be tested regarding the topic of
research

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• Chu-Mei Liu (2002) in his study entitled the “The effects of promotional
activities on brand decisions in the cellular telephone industry” inferred the
branding is important to manufactures, retailers and consumers. Brand with
higher brand equity have higher sales. The growth of mobile phone
subscriptions is considerably faster in the Philippines. Advertising and
promotion are undertaken through cooperation between service providers
and mobile phone manufactures. The study tries to find out the effect of
different activities on consumer choice of mobile phone brands.
• Fred Robins (2003) in his study entitled ”A hierarchical model of
personality and cell phone addiction” analyzed the marketing of the next
generation of smart phones .It begins with the comments on the state of
telecom industry and draws attention to elements of technological and
product convergence, highlighting the point that while industry
convergence, on digital technology is a fact today’s mobile telephony
marketplace is nonetheless characterized by three generations of
technology and latest generation ,3G embraces three related but competing
standards. The research examines 2G ,2 and a half G and 3G. The study
identifies factors relevant to the marketing of 3G, including recognition of
geographical and user diversity and consequent need for marketers to keep
these various user perspectives in mind.
• Heikki Karjaluoto, etal (2005) in their study entitled “Factors affecting
consumer choice of mobile phones” had analyzed that mobile phone
markets are one of the most turbulent market environments today due to
increased competition and change. Thus, it is of growing concern to look
at consumer buying decision process and cast light on the factors and
finally determine consumer choices between different mobile phone
brands. On this basis, this research deals with consumers choice criteria in
mobile phone markets by studying factors that influence intention to
mobile phone change on the other are some general factors that seem to
guide the choices. The two studies show that while technical problems are
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the basic reasons to change mobile phone among students; price, brand,
interface and properties are the most influential factors affecting the actual
choice between brands.
• Kurt Matzler, etal (2006) in their study entitled “Individual determinants
of brand effect” explore the relationship among two personality traits
(extraversion and openness), hedonic value, brand effect and loyalty. It
argues that individual differences account for differences in the values
sought by the consumer and in the formation of brand effect and loyalty. It
was found that extraversion and openness are positively related to hedonic
product value and that the personality traits directly(openness) and
indirectly (extraversion via hedonic value) influence brand affect which in
turn drives attitudinal and purchase loyalty.
• Jaakko Sinisalo, etal (2007) in their study entitled “Mobile customer
relationship management: underlying issues and challenges” states that the
purpose of this study is twofold.This paper presents a conceptualization of
MCRM delineating its unique characteristics. Second, the authors develop
the empirically grounded framework of underlying issues in the initiation
of MCRM. Researchers have identified issues that can be divided into three
categories (exogenous, endogenous and MCRM-specific) the company has
to take into account when moving towards MCRM.
• Ramakrishnan Venkatesahumar,etal(2008) in their study entitled
“Perception of product attributes in brand switching behavior” confirms
that brand loyalty and brand switching behavior of the consumers are
evergreen issues of research and strategic importance to the marketers and
academic researchers .The current research aims to address the significance
of product attributes in brand switching behavior through multi-
dimensional scaling and results suggest that a set of product attributes
trigger the intention to switch the current brand.
• Luca Petruzzellis (2010) in his study entitled” Mobile phone choice
technology versus marketing” referred and conclude that technology
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nowadays is overcome by customer preferences and needs. In particular the

role of brand is to be analyzed with respect to its influence in shifting
customer preferences from the technical preferences (tangible elements) to
the emotional/symbolic ones (intangible elements). The researchers had
provided an analysis of the brand attitude and perception tested and viewed
through users’ eyes.
• Arvind Sahay, etal (2010) in their study entitled “Attitude of Indian
customers towards smart phones of Android and Windows version”
focused on brand relationships are indeed important for different categories
of young consumers; second, to investigate the effect of peer influence, and
family influence, and brand relationships on switching intentions amongst
young consumers and third to look at the impact of price changes on
switching intentions in the context of brand relationships. Researcher’s
result suggests that young consumers develop relationships on all brand
relationship dimensions.
• Androulidakis, etal (2011) in their entitled “Mobile phone brand
categorization versus user’s security practices” correlated the brand of
mobile phone to user’s security practices. Users show different behavior in
an array of characteristics, according to the brand of mobile phones they
are using. As such there is a categorization of areas, different for each
brand, where users are clearly lacking security mind, possibly due to lack
of awareness. Such a categorization can help phone manufactures enhance
their mobile phones in regard to security, preferably transparently for the
user.
• Ajax Persaud, etal (2011) in their study entitled “Innovative mobile
marketing via smart phones” concludes that consumers’ shopping style,
brand trust, and value are key motivations for engaging in mobile
marketing through their smart phones. Further research should focus on
specific tactics marketers use to engage customers beyond marketing
messages, that is how they engage customers in dialogue to build
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relationships, encourage purchases and build brand loyalty. This could

reveal how customer really wants to engage in mobile marketing.

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CHAPTER 3

INDUSTRY AND

COMPANY PROFILE

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3.1 Introduction

Industry profiles are in-depth documents that give insight into an industry, where it
came from, and where it appears to be going. A typical report looks at
the industry leaders, forces affecting the industry and financial data for the industry

3.2 Mobile phone industry

The mobile industry is a subset of the telecommunications industry focused on mobile
phones, phone service, and peripheral devices. In the 1990s and 2000s, this industry
experienced rapid growth as a result of significant advances in mobile technology and
increasing consumer demand for mobile products
The Indian mobile phone industry is the fastest growing in the world and India
continues to add more mobile connections every month than any other country in the
world. The telecom boom in the country provides great opportunities to handset
manufacturers. India is currently facing the onslaught of cheap sub-standard Chinese
phones which occupy as much as 25% of the market, thanks to the liberal import
policies of India.
The Indian mobile handset market has gotten even more crowded and fragmented in
the lower and mid-market segment. This is due to the entry of new players offering
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innovative models at attractive price to lure in buyers. There is a huge demand for
low-cost handsets. Of the total handset sales, the majority fall in the Rs 5000-15000
range. This is where the majority of volume is and that is where one will find majority
of Indian and Chinese manufacturers play. Low-cost devices will grab 60% of the
market over the next 3-4 years. One can get a handset cheaply with features like good
memory, touch screen, camera, longer battery life etc.
The first handheld cellular mobile phone was demonstrated by John F. Mitchell and
Martin Cooper of Motorola in 1973, using a handset weighing 2 kilograms (4.4 lb.).
The first commercial automated cellular network (1G) analog was launched in Japan
by Nippon Telegraph and Telephone in 1979. This was followed in 1981 by the
simultaneous launch of the Nordic Mobile Telephone (NMT) system in Denmark,
Finland, Norway, and Sweden. Several other countries then followed in the early to
mid-1980s. These first-generation (1G) systems could support far more simultaneous
calls but still used analog cellular technology. In 1983, the DynaTAC 8000x was the
first commercially available handheld mobile phone.
In 1991, the second-generation (2G) digital cellular technology was launched in
Finland by Radiolinja on the GSM standard. This sparked competition in the sector as
the new operators challenged the incumbent 1G network operators.
Ten years later, in 2001, the third generation (3G) was launched in Japan by NTT
DoCoMo on the WCDMA standard. This was followed by 3.5G, 3G+ or turbo 3G
enhancements based on the high-speed packet access (HSPA) family, allowing UMTS
networks to have higher data transfer speeds and capacity.
By 2009, it had become clear that, at some point, 3G networks would be overwhelmed
by the growth of bandwidth-intensive applications, such as streaming media.
Consequently, the industry began looking to data optimized fourth-generation
technologies, with the promise of speed improvements up to ten-fold over existing 3G
technologies. The first two commercially available technologies billed as 4G were the
WiMAX standard, offered in North America by Sprint, and the LTE standard, first
offered in Scandinavia by TeliaSonera.

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5G is a technology and term used in research papers and projects to denote the next
major phase in mobile telecommunication standards beyond the 4G/IMT-Advanced
standards. The term 5G is not officially used in any specification or official document
yet made public by telecommunication companies or standardization bodies such as
3GPP, WiMAX Forum or ITU-R. New standards beyond 4G are currently being
developed by standardization bodies, but they are at this time seen as under the 4G
umbrella, not for a new mobile generation.

3.3 Mobile phone Brands

Brands play an important role in consumers daily life and can represent a big asset in
companies owning them. There are many mobile brands in the world and is one of the
rapid growing markets in the world. There are a various number of mobile brands like
OnePlus, Apple, Oppo, Vivo, Micromax, Motorola, Pixel, Asus, Sony, Huawei,
Realme etc.

3.3.1 Apple
iPhone is a line of smart phones designed and marketed by Apple Inc. All
generation of iPhone uses Apples’ iOS mobile operating system software. The
first-generation iPhone was released on June 29, 2007, and multiple new hardware
iterations with new iOS releases have been released since.
Subsequent iterations of the iPhone have garnered praise. The iPhone is one of the
most widely used smart phones in the world, and its success has been credited
with helping Apple become one of the world’s most valuable publicly traded
companies.
3.3.2 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.
Samsung was founded by Lee Byung Chul in 1938. Samsung entered the
electronics industry in late 1960’s. Samsung released a fitness smart watch in 2016
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called the Gear fit 2, as well as a wireless ear buds called Gear Icon X. By the end
of the year the gear G3 smart watch was announced. In the late 2017, the company
continued to release products till the latest Samsung Galaxy S21 Ultra 5G.
3.3.3 Xiaomi
Xiaomi corporation is a Chinese electronics company founded by Lei Jun (CEO)
which is headquartered in Beijing. Xiaomi makes and invests in smart phones,
mobile apps, laptops, and related consumer electronics.
The company’s version of the Android operating system, the MIUI skin with its
design, app market place and the functionalities, as established a community of
users who form a crucial part of Xiaomis customer base and contribute to the
companies drive for market awareness.

3.3.4 Oppo
Oppo Electronics Corporation, commodity referred to as Oppo, is a Chinese
consumer electronics and mobile communication company, known for its smart
phones, Blu-ray players and other electronic devices. A leading manufacturer of
smart phones, Oppo was the top smart phone brand in China in 2016 and was
ranked No 8 worldwide.
They produce phones in A series, Find series, F series, N series and R series. Oppo
also produces headphones and Blu-Ray players under its Oppo digital brand. The
Oppo K-series is the newest addition of smart phones under the brand, consisting
of K1 which was launched in October 2021.

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CHAPTER 4

DATA

ANALYSIS

AND
INTERPRETATION

Data analysis and interpretation

4.1 Introduction
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Data analysis and interpretation is the process of assigning meaning to the

collected information and determining the conclusions, significance, and
implications of findings.

Table No: 4.1(a) Showing the gender wise classification of respondents

PARTICULARS FREQUENCY PERCENTAGE

Male 32 53.33
Female 28 46.67
TOTAL 60 100
(Source: Primary data)

From the above table it is observed that 53.33% ofthe respondents are Male

and 46.67% of the respondents are Female.

Figure No: 4.1(b) Showing the gender wise classification of respondents

(Source: Primary data)

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Table No: 4.2(a) Showing age distribution

PARTICULARS FREQUENCY PERCENTAGE

18 to 30 years 24 40
31 to 40 years 19 31.67
41 to 50 years 12 20
51 years and above 5 8.33
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 40%of the respondents belongs to age
group of 18 to 30 years and 8.33%belongs to 50 years and above age group.

Figure No: 4.2(b) Showing age distribution

(Source: Primary data)

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Table No: 4.3(a)showing occupation of respondents

PARTICULARS FREQUENCY PERCENTAGE

Student 18 30
Business 12 20
Service 6 10
Professional 9 15
Home Maker 15 25
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 30%of respondents are Students,
and 10% are Service employees.

Figure No: 4.3(b) showing occupation of respondents

(Source: Primary data)

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Table No: 4.4(a)showing the income of respondents

PARTICULARS FREQUENCY PERCENTAGE

Dependent 24 40
Below 20,000 13 21.67
21,000 to 40,000 15 25
41,000 and above 8 13.33
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 40% of respondents are ‘Dependent',
and 13.33% belongs to ‘Rs.41,000 and above’ Income group.

Figure No: 4.4(b) showing the income of respondents

(Source: Primary data)

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Table No: 4.5(a)showing the educational qualification of respondents

PARTICULARS FREQUENCY PERCENTAGE

10th Graduate 14 23.33
12th Graduate 16 26.67
Under Graduate 26 43.33
Post Graduate 4 6.67
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 43.33%are Under Graduates and 6.67%
are Post Graduates.

Figure No: 4.5(b) showing the educational qualification of respondents

(Source: Primary data)

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Table No: 4.6(a) showing number of mobile phones owned by individual

PARTICULARS FREQUENCY PERCENTAGE

1 42 70
2 or more 18 30
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that majority(70%) of the respondents have
one mobile phone.

Figure No: 4.6(b) showing number of mobile phones owned by individual

(Source: Primary data)

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Table No: 4.7(a)showing brand of Mobile phone they are presently using

PARTICULARS FREQUENCY PERCENTAGE

Apple 6 10
Samsung 12 20
Xiaomi 20 33.33
Oppo 9 15
Others 13 21.67
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 33.33%of the respondents prefer the
Xiaomi brand and 10% prefer Apple brand.

Figure No: 4.7(b) showing brand of Mobile phone they are presently using

(Source: Primary data)

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Table No: 4.8(a)showing price willing to be paid for a mobile phone

PARTICULARS FREQUENCY PERCENTAGE

Below 10,000 9 15
11,000 to 20,000 27 45
21,000 to 40,000 18 30
41,000 or above 6 10
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 45% are willing to pay price ranging
from 11,000 to 20,000, and 10% are willing to pay price ranging from 41,000 or
above for a mobile phone.

Figure No: 4.8(b) showing price willing to be paid for a mobile phone

(Source: Primary data)

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Table No: 4.9(a) showing how Individuals considers owning a mobile phone
as

PARTICULARS FREQUENCY PERCENTAGE

Necessity 48 80
Status 8 13.33
Luxury 4 6.67
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 80% of the respondents considers
owning a mobile phone as a Necessity and 6.67% considers owning it as a
Luxury.

Figure No: 4.9(b) showing how Individuals considers owning a mobile phone
as

CONSIDERS OWNING A MOBILE PHONE AS

90

80

70

60

50

40

30

20

10 Necessity Status Luxury

(Source: Primary data)

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Table No: 4.10(a) showing term of using the present mobile phone brand

PARTICULARS FREQUENCY PERCENATAGE

Less than 1 year 20 33.33
2 years 24 40
3 years 10 16.67
4 years or more 6 10
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 40% of the respondents have been using
it for 2 years and 10% have been using it for 4 years or more.

Figure No: 4.10(b) showing term of using the present mobile phone brand

(Source: Primary data)

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Table no: 4.11(a) showing general factors influencing purchasing decision

PARTICULARS FREQUENCY PERCENTAGE

Brand Name 18 30
Price 15 25
Durability 3 5
Specifications 12 20
After sales services 10 16.67
Others 2 3.33
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 30% of the respondents purchasing
decision is based on the Brand name and 3.33% of the respondents purchasing
decision is based on the other factorssuch as social influence etc.

Figure No: 4.11(b) showing general factors influencing purchasing decision

(Source: Primary data)

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Table No: 4.12(a) Switching to other alternative brands if they offer a similar but
cheaper smart phone
PARTICULARS FREQUENCY PERCENTAGE
Very Unlikely 8 13.33
Unlikely 16 26.67
Neutral 21 35
Likely 10 16.67
Very Likely 5 8.33
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 35% are neutral i.e., they are neither
likely or unlikely to switch to alternative brands and 8.33% are very likely to
switch to alternative brands.

Figure No: 4.12(b) Switching to other alternative brands if they offer a

similar but cheaper smart phone

SWITCHING TO ALTERNATIVE BRANDS

40

35

30

25

20

15

10

5 Very Unlikely Unlikely Neutral Likely Very Likely

(Source: Primary data)

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Table No: 4.13(a) showing impact on decision if the preferred brand is out of stock

PARTICULARS FREQUENCY PERCENTAGE

Purchase another 12 20
brand
Purchase when it is in 48 80
stock
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that majority (80%) of the respondents
purchase their preferred brand when it is in stock.

Figure No: 4.13(b) showing impact on decision if the preferred brand is out
of stock

(Source: Primary data)

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Table No: 4.14(a) showing level of satisfaction based on past performance with
your current mobile phone

PARTICULARS FREQUENCY PERCENTAGE

Highly Dissatisfied 2 3.33
Dissatisfied 4 6.67
Neutral 14 23.33
Satisfied 28 46.67
Highly Satisfied 12 20
TOTAL 60 100
(Source: Primary data)
From the above table, it is observed that 46.67% of the respondents are satisfied
with current brand based on the past performance and 3.33% of the respondents
are highly dissatisfied.

Figure No: 4.14(b) showing level of satisfaction based on past performance

with your currentmobile phone

(Source: Primary data)

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Table No: 4.15(a) showing technological factors preferred in the mobile phone

PARTICULARS FREQUENCY PERCENTAGE

Operating system 4 6.67
4G 17 28.33
Fast charging 9 15
High-definition camera 15 25
Expandable memory 10 16.67
Others 5 8.33
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 28.33%of the respondents prefer 4G
technology in their mobile phone.

Figure No: 4.15(b) showing technological factors preferred in the mobile

phone

(Source: Primary data)

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Table No: 4.16(a) showing servicing of mobile phone with ease and speed

PARTICULARS FREQUENCY PERCENTAGE

Yes 50 83.33
No 10 16.67
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that majority (83.33%) of the respondent’s
mobile phone brand can be serviced with ease and speed.

Figure No: 4.16(b) showing servicing of mobile phone with ease and speed

(Source: Primary data)

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Table No: 4.17(a) showing changing of brand in the nearest future

PARTICULARS FREQUENCY PERCENTAGE

Very Unlikely 2 3.33
Unlikely 7 11.67
Neutral 23 38.33
Likely 21 35
Very Likely 7 11.67
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 38.33% of the respondents are neutral
i.e., they are neither likely or unlikely to change the brand in the nearest future
and 3.33% are very unlikely to change.

Figure No: 4.17(b) showing changing of brand in the nearest future

CHANGING OF BRAND IN THE NEAREST FUTURE

45

40

35

30

25

20

15

10
Very Unlikely Unlikely Neutral Likely Very Likely
(Source: Primary data)

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Table No: 4.18(a) showing recommending the current brand to others

PARTICULARS FREQUENCY PERCENTAGE

Yes 52 86.67
No 8 13.33
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that majority(86.67%) of the respondents

will recommend the brand to others.

Figure No: 4.18(b) showing recommending the current brand to others

(Source: Primary data)

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Table No: 4.19(a) Performance of the mobile phone brand as per the expectations

PARTICULARS FREQUENCY PERCENTAGE

Yes 46 76.67
No 14 23.33
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that majority (76.67%) of the respondent’s
mobile phone’s performance is as per their expectations.

Figure No: 4.19(b) Performance of the mobile phone brand as per the
expectations

(Source: Primary data)

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Table No: 4.20(a) Satisfaction level based on the features of the mobile phone

PARTICULARS FREQUENCY PERCENTAGE

Highly Dissatisfied 2 3.33
Dissatisfied 4 6.67
Neutral 22 36.67
Satisfied 26 43.33
Highly Satisfied 6 10
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that 43.33% of the respondents are satisfied
with the features of the mobile phone and 3.33% are dissatisfied.

Figure No: 4.20(b) Satisfaction level based on the features of the mobile phone

(Source: Primary data)

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Table No: 4.21(a)showing reliability of product regarding what it had been

promised

PARTICULARS FREQUENCY PERCENTAGE

Yes 44 73.33
No 16 26.67
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that majority (73.33%) of the respondents
finds it to be a reliable product regarding what it had been promised.

Figure No: 4.21(b) showing reliability of product regarding what it had been
promised

(Source: Primary data)

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Table No: 4.22(a) showing if it delivers quality meeting design standards

PARTICULARS FREQUENCY PERCENTAGE

Yes 45 75
No 15 25
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed that majority (75%) of the respondents
agrees that the mobile phone brand is delivering quality meeting design
standard.

Figure No: 4.22(b) showing if it delivers quality meeting design standards

(Source: Primary data)

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Table No: 4.23(a) Showing sources of brand information

PARTICULARS FREQUENCY PERCENTAGE

TV Advertisements 4 6.67
Peers/ Family 9 15
Websites 42 70
Newspapers/ Magazines 2 3.33
Others 3 5
TOTAL 60 100
(Source: Primary data)

From the above table, it is observed majority(70%) of the respondents says that
the source of the brand information is from Websites.

Figure No: 4.23(b) Showing sources of brand information

(Source: Primary data)

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CHAPTER 5

FINDINGS, SUGGESTIONS AND

CONCLUSION

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5.1 Findings

• 70 percent of the respondents owns 1 mobile phone.

• Majority of the respondents prefer Xiaomi.
• 44 percent of the respondents are willing to pay price ranging from
Rs.11,000 to Rs.21,000 for their preferred brand of mobile phone.
• Majority (80 percent) of the respondents considers owning a mobile phone
as a necessity.
• It is observed that 40percent of the respondents have been using theirmobile
phone for about 2 years.
• The general factors influencing purchasing decision are mainly basedon the
Brand name (30 percent) and Price (25 percent).
• 35percent of the respondents are neither likely or unlikely to switch to other
alternative brands if they offer a similar but cheaper smartphone.
• If their preferred brand is out of stock, majority (80 percent) of the
respondents will purchase when it is in stock.
• 46.67 percent of the respondents are satisfied with the level of performance
of the current phone based on the past performance.
• The technological factors preferred by the respondents in their mobile
phone are 4G (28.33 percent) and high definition camera (25 percent).
• Majority (83.33 percent) of the respondent’s mobile phone brand can be
serviced with ease and speed.

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• 38.33 percent of the respondents are neither likely or unlikely tochange

their brand in the nearest future.
• Majority (86.67 percent) of the respondents will recommend theirbrand
to others.
• 76.67 percent respondent’s mobile phone is as per their expectations.
• 43.33 percent respondents are satisfied with the features of the mobile
phone.
• Majority (73.33 percent) of the respondents finds that their mobile phone
brand is a reliable product regarding what it had been promised.
• Majority (75 percent) of the respondents agrees that the mobile phone
brand is delivering quality meeting design standards.
• It is also observed that the main source of brand information to the
respondents is from websites (70 percent).

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5.2 Suggestions

• The companies should work on the strategy of TQM (Total Quality

Management).
• New techniques of promotions are required to create awareness about
the entire range of company’s products among the users.
• Companies will have to increase their distribution channels becauseit
will enhance the buyers to purchase their preferred product as and when
required.
• Companies must take into consideration that the purchase decision is
mainly based upon general factors like Brand name and Price.
• Companies should offer more mobile phones with price rangingfrom
Rs.10,000 to Rs.20,000.
• It is important for the manufacturers to manufacture user friendly mobile
phones so as to reach the people of primary level too.
• As per the study Xiaomi is the preferred brand among the respondents,
and therefore Xiaomi will have to manufacture products based on the
needs of the individuals.
• The companies should come up with some attractive schemes to attract
more customers.
• Role of consumers plays a major role in marketing process by meansof
‘Word-of-Mouth’ marketing, therefore companies will have to identify
their target consumers in order to increase their profit.

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Conclusion

The main objective of the study was to identify the leading brand preference for
mobile phones and the attitude of consumers belonging to low-, middle- and
high-income groups taken in ‘Souhrdhavedhi’ of Sakthi Nagar Residence
Association of Ward-24 of the Irinjalakuda Municipality. The study is
conducted on popular mobile brands such as Apple, Samsung, Xiaomi and Oppo
but I have concluded that the prominent brands for consumers are Xiaomi,
Samsung, Oppo and certain other brands such as Motorola, One plus and Vivo
etc.
This study reveals that the demographic factors of consumers have an
influence on brand choice and brand switching of mobile phone. It is
concluded that the brand preference is related to income of the respondents
and the customer satisfactions, switching barriers, and demographic factors
significantly affect individual’s intent to switch from one brand to another
brand. The study also shows that the prominent factors which lead to switching
intensions are Operating system, No expandable memory, low quality camera
and poor battery performance etc.
The results revealed that dominant group of mobile phone users were under
18 to 30 years of age. These industry players have to acknowledge in
fashioning out services that meet this particular demography. Thus, it is
important for the mobile phone companies to understand the needs of
customers of different demographic profiles and between male and female
brand attribute. In an era of competition, and especially the rise of the mobile
industry, marketers need to conduct regular consumer surveys in order to find
out how consumers rank their brand. With the core product and service
companies should give VAS (Value added Services) over and above the core
product and services.

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Bibliography

Books

a) Statistical Methods: P.N Arora, S. Arora and Sumeet Arora -

S.Chand & Co. Pvt. Ltd. (2008)
b) Marketing Management: V.S Ramaswamy & S. Namakumari -
MacMillan India Ltd. (2004)
c) Sampling Techniques: William G Cochran - John Wiley & Son
Pvt.Ltd. (2002)
d) Strategic Marketing Management: Jean & Jacques Lambin - Mc
Graw Hill Publishing Co. (1996)
e) Marketing Research: Donald S Tull & Del I Hawkins - Mac
MillanPublishing Co. (1993)

Journals or Periodicals
a) Ajax Persaud, Irfan Azhar (2012) “Innovative mobile marketing via
smartphones”- Marketing Intelligence & Planning, Vol. 30 Issue: 4,
pp.418-443
b) Ahmed Alamro, Jennifer Rowley (2011) “Antecedents of brand
preference for mobile telecommunication services” - Journal of
Product& Brand Management, Vol. 20 Issue: 6, pp.475-486
c) Hande Kimiloglu, V Aslihan Nasir, Suphan Nasir (2010)
a. “Discovering behavioural segments in the mobile phone
market” -

b. Journal of Consumer Marketing, Vol. 27 Issue: 5, pp.401-413

d) Hans Kasper, Josee Bloemer, Paul H Driessen (2010) “Coping
with Confusion: The case of the Dutch mobile phone market” -
Managing Service Quality: An International Journal, Vol. 20 Issue: 2,
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pp.140-160
e) Luca Petruzzellis (2010) “Mobile phone choice: technology versus
marketing” - European Journal of Marketing, Vol. 44 Issue: 5,
pp.610- 634
f) Asta Salmi, Elmira Sharafutdinova (2008) “Culture and design in
emerging markets: The case of mobile phones in Russia” - Journal of
Business & Industrial Marketing, Vol. 23 Issue: 6, pp.384-394
g) Ramakrishnan Venkatesakumar, D Ramkumar and P Thillai
Rajan (2008) “Perception of product attributes in brand switching
behaviour” - The journal for practicing managers. Vol. 27, 2003. pp
h) Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppaniemi
(2007) “Mobile customer relationship management: underlying
issues and challenges” - Business Process Management Journal, Vol.
13 Issue: 6, pp.771-787

i) Kurt Matzler, Sonja Bidmon, Sonja Grabner-Krauter (2006)

“Individual determinants of brand effect” - Journal of Product &
BrandManagement, Vol. 15 Issue: 7, pp.427-434
j) Heikki Karjaluoto, Jari Karvonen (2005) “Factors affecting
consumer choice of mobile phones” - Journal of Euro Marketing,
14:3, pp.59-82
k) Chu-Mei Liu (2002) “The effects of promotional activities on brand
decision in the cellular telephone industry” - Journal of Product &
Brand Management, Vol. 11 Issue: 1, pp.42-51
Websites

a) www.wikipedia.com
b) www.scibd.com
c) www.shodhganga.com

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QUESTIONNAIRE
1. Name:

2. Gender:
a) Male
b) Female
3. Age group:
a) 18 to 30 years
b) 31 to 40 years
c) 41 to 50 years
d) 51 years and above
4. Occupation:
a) Student
b) Business
c) Service
d) Professional
e) Home Maker
5. Income:
a) Dependent
b) Below 20,000
c) 21,000 to 40,000
d) 41,000 and above
6. Education:
a) 10th Graduate
b) 12th Graduate
c) Under Graduate
d) Post Graduate

7. How many mobile phones do you have?

a) 1
b) 2 or more

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8. Which brand of mobile phone are you presently using?

a) Apple
b) Samsung
c) Xiaomi
d) Oppo
e) Others
9. How much would you be willing to pay for a mobile phone?
a) Below 10,000
b) 11,000 to 20,000
c) 21,000 to 40,000
d) 41,000 or above
10.You consider owning a mobile as a?
a) Necessity
b) Status
c) Luxury

11.How long have you been using the present brand of mobile phone?
a) Less than 1 year
b) 2 years
c) 3 years
d) 4 years or more

12.What are the general factors influencing your purchase decision of a

mobile phone?
a) Brand Name
b) Price
c) Durability
d) Specifications
e) After sales services
f) Others

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13.Will you switch to other alternative brands if they offer a similar but
cheaper smart phone?

Very unlikely Unlikely Neutral Likely Very likely

14.What will you do if the brand of smartphone you wish to purchase is outof
stock?
a) Purchase other brand
b) Purchase when it is in stock

15.State the level of satisfaction based on the past experience with your
current mobile phone?
a) Highly Dissatisfied
b) Dissatisfied
c) Neutral
d) Satisfied
e) Highly Satisfied

16.What are the technological factors that you prefer in the mobile phone?
a) Operating System
b) 4G
c) Fast Charging
d) High Definition Camera
e) Expandable memory
f) Others

17.Can your mobile phone be serviced with ease and speed?

a) Yes
b) No

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18.How likely are you to change your mobile phone brand in the near
future?

Very unlikely Unlikely Neutral Likely Very likely

19.Would you recommend your current brand to anyone else?

a) Yes
b) No

20.Do you feel that the performance of your mobile phone is as per your
expectation?
a) Yes
b) No

21.Are you satisfied with the features of the mobile phone?

a) Highly Dissatisfied
b) Dissatisfied
c) Neutral
d) Satisfied
e) Highly Satisfied

22.Is your mobile phone a reliable product delivering what it had been
promised?
a) Yes
b) No

23.Does your mobile phone deliver quality meeting design standards?

a) Yes
b) No

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24.What are the sources of brand information?

a) TV Advertisements
b) Peers/Family
c) Websites
d) Newspapers/Magazines
e) Others

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