INTRODUCTION

Gionee Communication Equipment Co. Ltd was founded on September 2002 by Liu Li
Rong. It is a high tech enterprise that focuses on the R!" production and sa#es of
ce##u#ar mobi#e de$ices. In 200%" Gionee obtained the GS& and C!&' mobi#e phone
production #icense. Gionee(s )eadquarter current#y emp#oys o$er *%00 emp#oyees with
the a$erage demographic #ess than +0 years o#d. ,ur management team ad$ocates for a
scientific and standardi-ed enterprise management mode" with a strong sense of
inno$ation. .he constant pursuit for professiona#ism and inno$ation is the foundation of
sustainab#e de$e#opment at Gionee. R! Centers are set up in Shen-hen" Shanghai"
)ang-hou and other p#aces. In 200/" the first phase of the pro0ect had a tota# in$estment
of more than *1i##ion R&1 and co$ers an area of %00 acres of the Gionee Industria# 2ar3.
2roduction reached a capacity of 40 mi##ion units per year. ,nce the entire industria# par3
is comp#eted and put into production" production capacity wi## reach 50 mi##ion units per
year" ma3ing Gionee China(s #argest mobi#e phone production site. Gionee has 4*
pro$incia# genera# sa#es agents and 40 pro$incia# ser$ice centers with o$er %00 franchised
out#ets. In 2006" we recei$ed the 7Guangdong 2ro$ince 8amous .rademar39 honorary
tit#e. In 20**" Gionee has an o$era## mar3et share of 6.2:" and GS& mar3et share of
*
**.2:. .his puts Gionee in third p#ace of the o$era## ce##u#ar mar3et and first p#ace in
terms of its domestic mar3et. Since 20**" Gionee mo$ed rapid#y to e;pand its presence
into India" <igeria" =ietnam" .aiwan" &yanmar" .hai#and" 2hi#ippines" and so on. Gionee
products are current#y se##ing in India" 1ang#adesh" 2a3istan" Indonesia" =ietnam"
.hai#and" 2hi#ippines" &a#aysia" Russia" &idd#e East and 'frica" with e;ports reaching *
mi##ion phones per month for o$ersea mar3ets.9.o ma3e comp#icated mobi#e techno#ogy
>ser 8riend#y and >nique to consumers9 Gionee be#ie$es that products shou#d be as
unique as the peop#e who use them. ?e define ourse#$es as a g#oba# pro$ider of mobi#e
and internet techno#ogy that is user friend#y" sty#ish" and wa##et friend#y. In short" a brand
that ma3es their #ife better. Gionee adheres to the motto 7integrity" teamwor3" inno$ation9
Gionee Communication Equipment Co. Ltd was founded on September 2002 by Liu Li
Rong. It is a high tech enterprise that focuses on the R!" production and sa#es of
ce##u#ar mobi#e de$ices. In 200%" Gionee obtained the GS& and C!&' mobi#e phone
production #icense. Gionee(s )eadquarter current#y emp#oys o$er *%00 emp#oyees with
the a$erage demographic #ess than +0 years o#d. ,ur management team ad$ocates for a
scientific and standardi-ed enterprise management mode" with a strong sense of
inno$ation. .he constant pursuit for professiona#ism and inno$ation is the foundation of
sustainab#e de$e#opment at Gionee. R! Centers are set up in Shen-hen" Shanghai"
)ang-hou and other p#aces. In 200/" the first phase of the pro0ect had a tota# in$estment
of more than *1i##ion R&1 and co$ers an area of %00 acres of the Gionee Industria# 2ar3.
2roduction reached a capacity of 40 mi##ion units per year. ,nce the entire industria# par3
is comp#eted and put into production" production capacity wi## reach 50 mi##ion units per
year" ma3ing Gionee China(s #argest mobi#e phone production site. Gionee has 4*
pro$incia# genera# sa#es agents and 40 pro$incia# ser$ice centers with o$er %00 franchised
out#ets. In 2006" we recei$ed the 7Guangdong 2ro$ince 8amous .rademar39 honorary
2
tit#e. In 20**" Gionee has an o$era## mar3et share of 6.2:" and GS& mar3et share of
**.2:. .his puts Gionee in third p#ace of the o$era## ce##u#ar mar3et and first p#ace in
terms of its domestic mar3et since 20**" Gionee mo$ed rapid#y to e;pand its presence
into India" <igeria" =ietnam" .aiwan" &yanmar" .hai#and" 2hi#ippines" and so on. Gionee
products are current#y se##ing in India" 1ang#adesh" 2a3istan" Indonesia" =ietnam"
.hai#and" 2hi#ippines" &a#aysia" Russia" &idd#e East and 'frica" with e;ports reaching *
mi##ion phones per month for o$ersea mar3ets.
To make complicated mobile technology User Friendly and Unique to consumers
Gionee be#ie$es that products shou#d be as unique as the peop#e who use them. ?e define
ourse#$es as a g#oba# pro$ider of mobi#e and internet techno#ogy that is user friend#y"
sty#ish" and wa##et friend#y. In short" a brand that ma3es their #ife better. Gionee adheres
to the motto 7integrity" teamwor3" inno$ation9
+
Obecti!es o" the study
.he main purpose of the study is to 3now the growth and S?,. ana#ysis of Gionee
phones in Gha-ipur city. In the present competiti$e en$ironment it is $ery crucia# to e$ery
business firm to ensure satisfaction to its customers and made growth in business.
'ccording to one sur$ey it was found that it costs fi$e times more to attract a new
customer than to retain an e;isting customer. So with a## these parameters ta3ing into
consideration one can say that it is $ery important to pro$ide goods and ser$ices that
satisfy customers needs or wants irrespecti$e of the industry or sca#e of the business in
which a firm is operating.
)ere the main purpose of the report is to 3now the $arious factors 0ust #i3e
promotiona# acti$ities" pricing strategy" easy to access and a#so R! that are $ery
important in satisfying the customer(s needs and to 3now how companies are ensuring its
growth. .he e;pectations of customers are $ary from one customer to the other customer.
8or e;amp#e some customers are on#y concerned about the techno#ogy that they are
getting in of Gionee phones in Gha-ipur city but at the same time there are some other
customers who are $ery specific about the price and some other parameters. It is $ery
difficu#t to any business firm to satisfy a## the e;pectations of a## customers but there are
some common factors that are essentia# to fu#fi##.
.he fo##owing are the ob0ecti$es of the report
.o study the promotiona# strategy effect on of Gionee phones in Gha-ipur city.
.o find the e;tent of brand #oya#ty of consumers that e;ists among different of
Gionee phones in Gha-ipur city.
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.o identify how the brand bui#ding he#ps in meeting the customers( e;pectations
to meet their satisfaction and in$estment ob0ecti$es.
.o study the inf#uence of $arious aspects on buying beha$ior. .hese factors are@A
# price $ techno#ogy # 1rand name others features.
.o study the S?,. ana#ysis of Gionee phones in Gha-ipur city.
%
Importance o" the study
.he importance of a pro0ect report is fo##owing.
.he study wi## he#p to 3now that what additiona# features what faci#ities shou#d
be increase.
Customer is satisfied with the product and ser$ices pro$ided by companies or he
is dissatisfied.
It he#ps in identify reason behind dissatisfactions.
.he importance of study is that it is he#pfu# to ma3e future po#icy of the company.
It is important to create a new p#an for products ser$ices in future with unique
qua#ity faci#ities that wi## be preferred by the customers.
.o 3now the factor behind purchase of Gionee phones in Gha-ipur city.
.o 3now the recent techno#ogies and growth rate of Gionee phones in Gha-ipur
city.
/
%cope o" the study
.he scope of this pro0ect is the study the product qua#ity and growth of the company. It
co$ers a wide range ana#ysis of the company that what 3ind of product qua#ity ser$ices
has been pro$ided by the company" what are the qua#ities of products" what are the
satisfaction #e$e# of the customer by the of the company" wor3ing and promotiona#
process of the company" )ow the company satisfy the customer by its product.
.his study a#so shed #ight on the re#ationship of company with customers. .he study a#so
co$ers the beha$iora# pattern of company emp#oyees with the customer at the time of
comp#ains for any product and how they pro$ide ser$ice to them and satisfaction
according to choice of
.he response of the centre towards the customer a#so co$ered in this study. 'fter ana#ysis
the researcher comes to 3now that the customer response centre gi$es good response to
each and e$ery comp#aint and do its best of satisfy the customers by its ser$ice and
products pro$ided by the Gionee phones in Gha-ipur city. 'fter ana#ysis the researcher
comes to 3now that the recent techno#ogies and growth rate of Gionee phones in Gha-ipur
city.
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Research &ethodology
Research in a common #anguage refers to a search of 3now#edge. Research is scientific
systematic search for pertinent information on a specific topic" infect research is an art of
scientific in$estigation. Research &ethodo#ogy is a scientific way to so#$e research
prob#em. It may be understood as a science of studying how research is don(t
scientifica##y. In it we study $arious steps that are genera##y adopted by researchers in
studying their research prob#em. It is necessary for researchers to 3now not on#y research
method techniques but a#so techno#ogy. .he scope of Research &ethodo#ogy is wider
than that of research methods.
.he research prob#em consists of series of c#ose#y re#ated acti$ities. 't times" the first step
determines the nati$e of the #ast step to be underta3en. ?hy a research has been defined"
what data has been co##ected and what a particu#ar methods ha$e been adopted and a host
of simi#ar other questions are usua##y answered when we ta#3 of research methodo#ogy
concerning a research prob#em or study. .he pro0ect is a study where focus is on the
fo##owing points@
Research Design'#
' research design is defined" as the specification of methods and procedures for acquiring
the Information needed. It is a p#ant or organi-ing framewor3 for doing the study and
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co##ecting the data. !esigning a research p#an requires decisions a## the data sources"
research approaches" Research instruments" samp#ing p#an and contact methods. The
study (as descripti!e kind o" research)
Research design is main#y of fo##owing types@
*#E;p#oratory research.+#!escripti$e studies.,#Causa# studiesBE;perimenta# studies
*) -.ploratory research'#
.he ma0or purposes of e;p#oratory studies are the identification of prob#ems" the more
precise 8ormu#ation of prob#ems and the formu#ations of new a#ternati$e courses of
action. .he design of e;p#oratory studies is characteri-ed by a great amount of f#e;ibi#ity
and adAhoc $eracity
.+) Descripti!e research'#
!escripti$e research in contrast to e;p#oratory research is mar3ed by the prior
formu#ation of specific research Cuestions. .he in$estigator a#ready 3nows a substantia#
amount about the research prob#em. 2erhaps as a Resu#t of an e;p#oratory study" before
the pro0ect is initiated. !escripti$e research is a#so characteri-ed by a 2rep#anned and
structured design.
,) Causal studies/-.perimental studies
' casua# design in$estigates the cause and effect re#ationships between two or more
$ariab#es. .he hypothesis is tested and the e;periment is done. .here are fo##owing types
of casua# designs
a. 'fter on#y with contro# design
b. 1efore after with contro# design
D
c. 1efore after without contro# design
d. Consumer pane# design
e. E;Apost facto design
Research !esign has been c#assified into four subsections they are@
*)Samp#e se#ection and si-e+.Samp#ing procedureE,.!ata co##ectionE and 'na#ytica# too#s
%ampling 0rocedure
.here are basica##y two methods of samp#ing@A
0robability sampling
It is a#so 3nown as random samp#ing. >nder this samp#ing design e$ery item of the
uni$erse has an equa# chance of inc#usion in the samp#e. It is" so to say" a #ottery method
in which indi$idua# units are pic3ed from the who#e group not de#iberate#y but by some
mechanica# process. )ere it b#ind chance a#one that determines whether one item or the
other is se#ected. .he resu#ts obtained from probabi#ity samp#ing can be assured in terms
of probabi#ity.
Non 0robability sampling
<on 2robabi#ity samp#ing is that samp#ing procedure which does not afford any basis for
estimating the probabi#ity that each item in the popu#ation has been inc#uded in the
samp#e. In this type of samp#ing" items for the samp#e se#ected de#iberate#y by the
researcherE his choice concerning the items remains supreme.
*0
For the study the consumers are selected by the con!enience sampling
method) .he se#ection of units from the popu#ation based on their easy a$ai#abi#ity and
accessibi#ity to the researcher is 3nown as con$enience samp#ing
Data Collection method
Data Collection &ethod
0rimary %econdary
!irect persona# Inter$iew
Indirect persona# Inter$iew Go$t. pub#ication
Information from correspondents Report Committees
&ai#ed questionnaire Commissions 2ri$ate 2ub#ication
Cuestion fi##ed by enumerators Research Institute
.he tas3 data co##ection begins after research prob#em has been defined. .here are two
methods for data co##ection.
0rimary data
2rimary data may be described as those data that ha$e been obser$ed and recorded by the
researcher for the first time to their 3now#edge.
**
2ub#ished Sources >npub#ished Sources
%econdary data
Secondary data are those data which ha$e been a#ready co##ected and ana#y-ed by some
ear#ier agency for its own useE and #ater the same data are used by a different agency.
8or the present study" the sur$ey method was used for co##ecting primary data. '
structured questionnaire was used for the purpose. .he questionnaire inc#uded mu#tip#e
choice questions.
1nalytical Data
.he data thus co##ected" was tabu#ated" interpreted and ana#y-ed with a $iew to ma3e the
study meaningfu#. In the present study" hypothesis testing" percentage" frequency and
cross tabu#ation methods ha$e been used for ana#ysis.
*2
2imitations o" the Research
*. .his report co$ers who#e India growth of Gionee phones in Gha-ipur city." which
is $ery difficu#t to get.
2. In a rapid#y changing industry" ana#ysis on one day or in one segment can change
$ery quic3#y. .he en$ironmenta# changes are $ita# to be considered in order to
assimi#ate the findings.
+. Sometime the gap of communication was come in between the interaction.
4. .he time a$ai#ab#e to conduct the study is #itt#eE it being a wide topic has a #imited
time.
%. Limited resources are a$ai#ab#e to co##ect the information about the Gionee phones
in Gha-ipur city.
/. Gionee phones in Gha-ipur city is so much $o#ati#e and it is difficu#t to forecast
anything about it.
6. Some of the aspects may not be co$ered in my study" its gi$es 3now#edge about
trading of Gionee phones in Gha-ipur city in sma## prospects and its cha##enges.
5. Reforms a##owed increased integration between domestic and internationa#
mar3ets" and created a need to manage ris3.
*+