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CHAPTER

The document discusses the role of mobile phones as advanced communication tools and the significance of branding in consumer preferences. It outlines a study focusing on mobile phone brand preferences among different income groups in Tiruchirappalli district, detailing objectives, methodology, and limitations. Additionally, it reviews existing literature on factors influencing mobile phone brand preference, highlighting various studies that explore consumer behavior and brand perception.

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2 views

CHAPTER

The document discusses the role of mobile phones as advanced communication tools and the significance of branding in consumer preferences. It outlines a study focusing on mobile phone brand preferences among different income groups in Tiruchirappalli district, detailing objectives, methodology, and limitations. Additionally, it reviews existing literature on factors influencing mobile phone brand preference, highlighting various studies that explore consumer behavior and brand perception.

Uploaded by

kabildevan5
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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CHAPTER-I

INTRODUCTION:

Mobile phone is a smart communication media. It is not a one-


way communication like pager. Cellular communication basically gives the
power of an advanced telephone system card. Cellular communication works
like the ratio set which is normally used. The handset or Mobile Phone is in
fact an own private radio transmitter and receiver, very similar to the Walkie-
talk used by police and Security Personal. The key difference is that a cellular
phone network is connected to the fixed line or conventional telephone system
allowing additional access to the telephone world.

Mobile Phone can be used to make and receive STD and ISD calls.
Now e-mailing message is also possible. Some cellular phones have the
capacity to send and receive faxes and data when attached to a personal
computer. The sole purpose of branding is to distinguish the branded product
form those of the competitors. A well-promoted brand name, which has earned
reputation in the market, is very difficult to compete with. Branding describes
the establishing of brand name, make and trade names for a product.

SCOPE OF THE STUDY:

This study is mainly focuses on the leading brand preference for


mobile phone and the attitude of consumers belongs to low, middle and high
income groups are taken in tirucharappalli district.

OBJECTIVES OF THE STUDY:

The important objectives of this study are;

1. To study the brand preference for mobile phones among the people of
tiruchirappalli district
2. To identify the major features which a consumer looks in a mobile phone
3. To study the reasons for brand preference for a particular brand
4. To study the changing of mobile phone
5. To study the awareness and attitude of consumers towards Mobile Phone

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STATEMENT OF THE PROBLEM:

A lot of brands of Mobile Phone are available in the market. But


the consumers prefer a particular brand of Mobile Phone. In the modern
business world, due to the development of science and technology, many new
brands have been introduced in the market every year.

RESEARCH METHODOLOGY:

This is based on collection of primary data through interview


schedule from 100 respondents of mobile phone uses in tiruchirappalli district.
In the study the consumer preference relating to mobile phone were described
with the help of percentage analyses were made.

SOURCE OF DATA:

Primary data has collected through questionnaire, and the secondary data
will be collected from updated journals, magazines and websites, the sample
size was 100.

STATISTICAL TOOLS:

The data collected from the respondents were converted into reliable
format for process, classification arguments. The data was tabulated and
analysed using statistical method of simple percentage, bar diagram, pie
diagram were used.

LIMITATIONS OF THE STUDY:

 The sample group was restricted to tiruchirappalli district


only.
 Owing to time constraints, the study had to be confined to
100 respondents.
 The study is made based on the information supplied be
respondents and therefore it cannot be generalized.
 Time period is limit.

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CHAPTER-II

REVIEW OF LITERATURE

Extensive literature survey is an integral part of every research. Review of


literature is necessary for the exact understanding of the topic under study. As
the present topic is related to mobile phone brand preference, an attempt is
made here to review a few important studies conducted by various management
researchers and professionals on these services. There are only a limited
number of studies because the mobile phone phones brand preference is of
recent origin. A separate chapter is not allocated for the review due to this
reason.

Chowdhury & Rahman 2013. Studies the relationship between demographic


variables on the brand preference and identified the attributes that affect the
choice behaviour of mobile handsets as well as why the young consumers give
special emphasis to some particular factors in the Chittagong metropolitan city.
Young respondents emphasize less importance on durability, price, other advice
and opinion because of their swift switching attitude. As a whole, Samsung is
competing with industry leader Nokia, Symphony, Sony Ericson and other
brands grab a share of the youth market.

Marumbwa and Thakur, 2013. Conducted a study to identify brand image


positively influence the consumer brand preference and increase in customer
satisfaction levels would yield positive consumer brand preference.

Rijal, 2013. Studies the criteria that student preferred on brand while
purchasing a mobile phone. In a study technical criteria and economic criteria
play a very important role to prefer brand and internet and friends are the main
two sources from where they get information about the branded mobile phones.
Das (as cited in Sate, 2013. Conducted an empirical research based on survey
method. According to the study, a handset of reputed brand, smart appearance,
and with advanced value added features, pleasure ability and usability; is the
choice of young consumers; female in gender-group, post-graduates in level of
education-group, students in occupational group, urban residents in the
geographical area group plays most prominent role in buying decision of a
mobile handset.

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Singh, 2012. Conducted a study to identify the customer preference towards
various mobile phone handsets in Punjab. In order to cope up with the research
purpose, primary data was collected and analysed which showed that Price
Consciousness, Multimedia options, Features and Looks and Brand Image were
the four factors significant in influencing the purchase behaviour of mobile
phones.

Nasr Azad; Ozhan Karimi; Maryam safaei (2012) has presented an empirical
study to investigate the effects of different marketing efforts on brand equity in
mobile industry. The results show that there is a positive and meaningful
relationship between marketing mix efforts and brand equity. In other words,
more advertisements could help better market exposure, which means customers
will have more awareness on market characteristics. Among all mixed efforts,
guarantee influences more on brand equity, which means consumers care more
on product services than other feature. Finally, among different characteristics
of brand equity, product exclusiveness plays an important role. In other words,
people are interested in having exclusive product, which is different from
others.

Nasr Azad; Maryam Safaei (2012) states that there are many evidences to
believe that customers selects their products based on brand name. Products
also maintain their own characteristics, which make them differentiable from
others. In this paper, researchers have present an empirical study to determine
important factors influencing customers’ purchasing intend for cellular phones
in capital city of Iran, Tehran. The results of the study show that there are some
positive relationships between exclusive name and quality perception, between
exclusive name and word of mouth advertisement, between quality perception
and fidelity, between word of mouth advertisement and brand name an between
brand name image and brand name.

Ajax Persaud, Irfan Azhar, (2012) concludes that consumers’ shopping style,
brand trust, and value are key motivations for engaging in mobile marketing
through their smartphones. Further research should focus on specific tactics
marketers use to engage customers beyond marketing messages purchases and
build loyally. This could reveal how customers really want to engage in mobile
marketing.

Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett, (2012) examine


the nature of consumers’ perceptions of the value they derive from the everyday
experiential consumption of mobile phones and how mobile marketing (m-
marketing ) can potentially enhance these value perceptions. The findings

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highlight ways to tailor m-marketing strategies to complement consumers’
perceptions of the value offered through their mobile phones.

Androulidakis; G. Kandus (2011) correlated the brand of mobile phone to


users’ security practices. Users show different behavior in an array of
characteristic, according to the brand of the mobile phone they are using. As
such, there is a categorization of areas, different for such 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
regards to security, preferably transparently for the user.

Ahmed Alamro, Jennifer Rowley, (2011) explored that there are 11


antecedents of brand preference; these can be theoretically clustered into three
groups; awareness antecedents (controlled communication (advertising), and
uncontrolled communication (publicity, word of mouth); image antecedents
(service value attributes (price, quality), provider attributes brand personality,
country of origin, service (employee + location)), and corporate status corporate
image, corporate reputation)); and, customer attribute antecedents (satisfaction,
perceived risk, and reference group). Multiple regression showed the
contribution of each of these antecedents to brand preference.

Luca Petruzzellis (2010), referred and concluded that technology nowadays is


overcome by customer preferences and needs. In particular, the role of the
brand is to be analysed with respect to its influence is shifting customer
preferences from the technical performances (tangible elements) to the
emotional/symbolic ones (tangible elements). The researchers had provided an
analysis of the brand attitude and perception tested and viewed through user
eyes.

Arvind Sahay and Nivedita Sharma (2010), focused on brand relationships


are indeed important for different categories of young consumers; second, to
investigate the effect of peer influence, 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 results suggest that young consumers develop
relationships on all brand relationship dimensions.

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