EXECUTIVE SUMMARY

Food, cloth, shelter are basic necessities of human being, But in this modern era we an add on
MOBILE to the definition of basic necessities. Mobile was basically made for the Purpose of
instant communications but then its usage was extended to Gaming, music, social networking,
and other entertainment activities. Mobile is the medium of Entertainment in our todays life. In
this fast moving world, we are so busy with our routine work we dont have time for any
recreational activities, usage of smart phones helps us to stay connected with friends and family,
helps us to download movies, games, photo editors etc. our research will be basically on
maximum number of users of various application and the mobile company which they use. This
will help us to know which company provides better combinations of mobile sets at reasonable
prices.
We will conduct a survey to know peoples choice and preferences about mobile. We will go
through information collected, evaluate it with an objective of know about customer preference
about Mobile Brand.
This Research Proposal is prepared as a part of the RESEARCH METHODOLOGY SUBJECT;
which is to be undertaken as a part of our MBA curriculum as per the GUJARAT
TECHNOLOGICAL UNIVERSITY.
This Research Proposal consist problem definition and research methodology to be carrying out
for the research on mobile brand preferences. The result and analysis of my survey are analyzed
with the help of software like Microsoft Excel and SPSS .
The result and findings are represented in the form of tables and pie charts followed by a
separate chapter consisting of detailed analysis.

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CHAPTER 1
RESEARCH METHODOLOGY

Introduction
Problem Statement
Literature Review
Summary of Literature Review
Research Objectives
Hypothesis
Importance/benefits of the study
Research Design
Sampling Frame
Data Collection
Data analysis
Research Qualifications
Budget
Schedule

1.1

INTRODUCTION

Generally food, cloth, shelter are basic necessities of human being, But in this modern era we
can add on MOBILE to the definition of basic necessities. Mobile was basically made for the
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purpose of instant communications but then its usage was extended to Gaming, music, social
networking, and other entertainment activities. Mobile is the medium of Entertainment in our
todays daily life.
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 radio 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-talkies
used by Police and Security Personnel. 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 from 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.
We will conduct a survey to know peoples choice and preferences about mobile.
We will go through information collected , evaluate it with an objective of know about customer
preference about Mobile Brand.

1.2

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PROBLEM STATEMENT

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.

1.3

LITERRATURE REVIEW

Baker (1991) advocates that Brand preference is the result of brand loyalty where consumer
prefers a particular brand in market but switch to competitor brand when desired brand is not
available.
Raj Kumar and Harish (2011) have concluded that price has positive significant impact on
consumer while choosing particular service provider.
Hellier et al. (2003) delineated that Brand preference is depended upon the demographic profile
of the consumers.
Lin (2002) advises to Businesses that to grow the sales revenue, marketers can use brand
preference as a key factor to develop competitive product strategy.(JYOTI)
Nilson, (2000), Brand Managers should focus on customers preferences in tune to align the
brand loyalty.
Kalpana and Chinnadurai (2006) proposed that among all other influencing factors,
advertisement plays a prominent role in taking decision on choosing particular brand.
Zhou.N & Shanturkovska. G, (2011) further argued that another major reason that Chinese
consumer choose Nokia brand is due to some unique cultural characteristics. According to them
Collectivist culture do what others do/ follow the crowd is one of the distinctive
characteristics of Chinese culture. If you walk into a mobile phone selling shop in China, it is
common to find out that most consumers tend to ask the question do many people choose this
phone?, if the answer is yes, then the consumer most likely will purchase that phone. Plus the
strong brand effect of Nokia with great word of mouth, there is no reason that not to have one.
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They further noted that The face culture also makes Chinese consumers choose Nokia
phones. It is easy to get into a situation that people ask you why not have a Nokia phone since
everyone has it or has had it. It is likely to make someone loosing face if he or she does not own
one. (SIDDHARTH)
Yasin et al., (2007) affirmed that the origin of country also decides the choice of brand
preference.
Keller (2004), Chang, and Ming (2009) Brand loyalty and Brand equity constitute Brand
Preference; therefore brand managers should concentrate on brand loyalty related issues.
Rundle-Thiele and Mackay, (2001) use brand preference and brand loyalty interchangeably.

Lui (2002) explained in his study of factors that affect brand decision in the mobile phone
industry in Asia, that the quality of network coverage and cost of calls are the main attributes
which plays vital role in choosing particular service provider.(DARPAN)
Heikki, Jeri et al (2005) research on factors affecting consumer choice of mobile phones: two
studies from Finland found strong evidence that although mobile phones are developing at a
rapid pace closer to personal digital assistants (PDAs), many consumers tend to be unaware of
the properties and services the new models in the market contain. They showed that seven factors
play a great role to characterize mobile phone choice: they are pricing, reliability, outside
influence, brand and basic properties, design, multimedia and innovative services. The factor,
innovative services explained most of the variability of the variables indicating, together with
other statistical analyses conducted, that especially men tend to value new services in choosing
between mobile phones and intending to change their current mobile phone to newer model.
Heikki; Jeri et al(2005) further explained the most notable implication for mobile phone
manufacturies; resellers and other value chain members is that advertising of new mobile phone
models should go beyond highlighting properties to highlighting what users can do with all the
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new technical features. Mobile phone advertising has long been based on eliciting properties and
abbreviations (e.g., GPRS, EDGE, and Bluetooth) that are fully understood only by technology
savvy consumers. Therefore, more attention should be paid to educative advertising and
marketing. The importance of the reseller becomes constantly more important as we are entering
the smart phone erameaning that phones have so many properties and features that users need
both hands-on instructions and better post purchase service than before. The researchers finally
concluded that many factors, such as legislation and international differences in culture for
instance, definitely have an impact on results.
Mei-jian, Haibo & Qoing ,(2012) showed brand emotion of the web consumers, group
effect,enterprises networking marketing methods, perceived brand identity are the four factors
that influenced the choice behavior of web consumer in a different degree and way. The former
two factors will affect choice behavior through the consumer preference. Whereas the second
two factors affect brand choice behavior indirectly through preference. By empirical study, they
concluded that the promotion have neither significantly positive effects nor significant negative
ones. Perceived brand identity does not directly produce effect on choice behavior through the
preference, but affects it through the brand emotion of web consumers. It is because only when
brand identity agrees with the brand emotion of web consumers will produce choice behavior.
They further explained that when consumer chooses mobile products, they are influenced by
individual consumer psychology and the group, and group effect more. They found that this
coincides with the traditional Chinese culture characteristics. Group effect brings some Chinese
unique face psychological, conformity psychological, and admiration to the authority and
showing off themselves. Contemporary Chinese market IPHONE4 and fashion IPHONE4S can
fully explain what a big business opportunity which is brought by these psychologies.
Adhering to China several thousand years of history and traditional culture, traditional Chinese
national consumption values embodies the common features of Chinese consumer culture: for
example there is a saying "Propriety suggests reciprocity, pay attention to face", which shows
Chinese view of value group. Chinese consumers are affected by group effect a lot, and it is easy
to keep conformity. Some people even do not care the quality as long as the face can "get by",
leading to fake wine cases in China.(HAILY)
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Alamro and Rowley (2011) suggested that consumer attributes, brand image and band
awareness are the antecedents of brand preference. Brand preference is the extent to which the
customer favors the designated service provided by his or her present company, in comparison to
the designated service provided by other companies in his or her consideration set.
Soomro et al. (2011) argued that different factors such as brand prestige, physical characteristics
of the brand, users experience with the brand, price, premiums, packaging , habits, guarantees ,
recommendation by family, friends and experts, advertising and display novelty, special
characteristics of the manufacturer can influences consumers brand choice.
Malviya et al (2013) said about brand preference on the basis of research conducted on the
Factors Influencing Consumers Purchase Decision towards Smartphones in Indore. The basic
purpose of the research is to identify the key factors which have a dominating effect on the
consumers minds while making a purchase of Smartphone. The collected data were analysed
and interpreted using chi-square, reliability analysis, Factor analysis, Confirmatory Factor
Analysis. It was found that data is reliable for factor analysis. The measurement model suggested
four factors price, brand preference, social influence and features having a dominant influence on
the purchase decision of consumers in Indore.(PRATIK)
Zhou.N & Shanturkovska. G,( 2011) on their research on Chinese Consumer Behavior in the
Mobile Phone market Nokia Case described that the successful strategies of Nokia to become a
brand mobile are working with the locals, maintaining customer satisfaction, offering diverse
product portfolio, establishing strong brand image, prioritizing people first, localizing research
and development centers, expanding broad distribution channels, and implementing low pricing
high quality strategy in the unique Chinese market. These successful strategies seemed to work
well and attracted many customers. The Chinese consumer has proved to be very diverse and
often unpredictable. They showed that the needs to be approached thoughtfully and individually.
One interesting part of the research was found to be concluded that any well established brand
cannot be successful on the Chinese market if culture and explicit values are being neglected.

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Wang, Wen Cheng, et.al ( 2009) described the advantages of creating a high degree of brand
recognition from his study Consuming Research on Brand Recognition on Mobile Phones
Purchase in Beijing According to them : Firstly, brand recognition enjoys the advantage of the
consumers when they go shopping. For example, some people want to eat hamburgers meal;
McDonald's hamburgers may be the preferred option.
The second benefit is that in any case it will affect consumer choice. For example, when
customers lack of motives of choosing brands, they will choose goods according to the brand
recognition.
In addition, when consumers are unable to distinguish between the different brands when they
have to be engaged in the purchase, brand recognition is often the major driving force for
purchase decisions. It is an interesting fact. Sometimes customers want to know which brands are
the best quality, but because of their lack of knowledge or experience, they often cannot make
judgments, such as high precision technology products. In most cases, they would simply vote
for those brands they are most familiar with.
Finally, we must recognize that brand recognition is a prerequisite for the formation of brand
image. Enhance brand recognition for the quality of a brand; it is conducive to the enhancement
of the brand image. (DHRUVIKA)

1.4 SUMMARY OF LITERATURE REVIEW

The literature provided a broad, comprehensive, systematic review of scholarly published
documents and personal communication for the study. The publication on brand awareness,
brand perception and preference, consumer buying behaviors such as articles, reports, books ,
Newspaper, Pamphlets, Boucher, publication study, report and news were included in the
literature review, which referred in the study.

1.5
PRIMARY OBJECTIVES
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RESEARCH OBJECTIVES

1. To study the attributes considered by students while choosing a particular Mobile sets.
2. To identify the attributes and factors which influence the selection of particular Brand of
mobile.
3. To study the importance of branding and its influence on consumers buying behavior.
SECONDARY OBJECTIVES
1. Linking Mobile brand preferences with status/Level of people.
2. To compare the gender differences while choosing cellular sets.

1.6

HYPOTHESIS

H0: Preference in a mobile phone and gender of respondent are not related.
H1: Preference in a mobile phone and gender of respondent are related

H0: Price willing to pay for a mobile phone and age group of respondent are
not related.
H1: Price willing to pay for a mobile phone and age group of respondent are
related.

H0: Mobile brand used currently and what made you choose this brand are
not related.
H1: Mobile brand used currently and what made you choose this brand are
related.
H0: How many cell phones are you using and what will you be willing to
pay for mobile are not related.
H1: How many cell phones are you using and what will you be willing to
pay for mobile are not related.

1.7

IMPORTANCE / BENEFITS OF STUDY

Mobiles phones are the most talked things these days. It has become a necessity after food water
shelter. Through this study we will be able to know the taste and preferences of the buyers in
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context of applications in mobile phones, mobile preferences, budget planning of buyers

regarding mobile.

1.8

RESEARCH DESIGN

TYPES OF RESEARCH
Applied research: Solution or action oriented research that is contextual and practical in
Approach.Here we are conducting applied research in order to find out solution about present
customer problems and requirements.
SUB TYPE OF APPLIED
we are conducting research through Descriptive studies by opting for sample survey method. A
escriptive study is one in which information is collected without changing the environment (i.e.,
nothing is manipulated). Sometimes these are referred to as correlation or observational
studies.Descriptive studies can involve a one-time interaction with groups of people (crosssectional study) or a study might follow individuals over time (longitudinal study).

1.9

SAMPLING FRAME

Sample Size: 120 respondents

Sample Unit: students and various working professionals
Sampling Area: Ahmedabad
Sampling Technique: Random sampling technique

1.10 DATA COLLECTION

Primary data will be will be collected by framing of questionnaires and taking out end results.
Secondary data may also be used by referring previous studies conducted by other researchers.

1.11 DATA ANALYSIS

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Data will be analyses by using MS-EXCEL and SPSS.

1.12 RESEARCH QUALIFICATIONS

We all are the students of business management and we had pursued bachelor degree. We
are 6 students conducting this project report.
Darpan Patel has completed B.Com from Gujarat University and pursuing MBA from
GLS-ICT.
Pratik Gandhi has completed B.E. from Gujarat Technological University. He is
pursing MBA from GLS-ICT.
Jyoti Sharma has completed B.Com from Gujarat University and pursuing MBA from
GLS-ICT.
Siddharth Kansara has completed B.Com from Ahmedabad University and pursuing MBA from
GLS-ICT.
Haily Shah has completed B.Com from M.S. University and pursuing MBA from
GLS-ICT.
Dhruvika Mistry has completed B.Com from M.S. University and pursuing MBA from
GLS-ICT.

1.13 BUDGET
Following is the estimated budget for conducting research
PARTICULARS
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Total

Prints of questionnaire

250

Petrol cost

1000

Total

1250

1.14 SCHEDULE
1st week: Preparation of Questionnaire.
2nd week: collecting data from respondents and arranging it in a systematic manner.
3rd week: once data is arranged systematically, evaluation and analysis will be done and
reports will be formed.
4th week: reports formed will be studied for launching of new featured mobile set.

CHAPTER 2
INDUSTRY OVERVIEW

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Definition of cellular/mobile phone

The global cellular industry

Telecom industry in India

History of Indian telecommunication

TRAI (Telecom regularity authority of India)

2.1 DEFINITION OF CELLULAR/MOBILE PHONE

The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a longrange, portable electronic device used for mobile communication. In addition to the standard voice
function of a telephone, current mobile phones can support many additional services such as
SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending
and receiving photos and video. Most current mobile phones connect to a cellular network of base
stations (cell sites), which is in turn interconnected to the public switched telephone network
(PSTN) (the exception is satellite phones. Cellular telephone is also defined as a type of
short-wave analog or digital telecommunication in which a subscriber has a wireless connection
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from a mobile telephone to a relatively nearby transmitter. The transmitter's span of coverage is
called a cell. Generally, cellular telephone service is available in urban areas and along major
highways. As the cellular telephone user moves from one cell or area of coverage to another, the
telephone is effectively passed on to the local cell transmitter. A cellular telephone is not to be
confused with a cordless telephone (which is simply a phone with a very short wireless connection
to a local phone outlet). A newer service similar to cellular is personal communications services
(PCS).

2.2 THE GLOBAL

CELLULAR INDUSTRY
The global mobile phone industry is based on many different manufacturers and operators. The
industry is based on advanced technology and many of the manufacturers are operating in different
industries, where they use their technological skills, distribution network, market knowledge and
brand name. Four large manufacturers of mobile phones are today dominating the global mobile
phone industry; Nokia, Sony Ericson, Samsung and Apple .In addition to these companies there are
many manufacturers that operate globally and locally.

2.3 TELECOM INDUSTRY IN INDIA

The telecom industry is one of the fastest growing industries in India. India has nearly 200 million
telephone lines making it the third largest network in the world after China and USA.With a
growth rate of 45%, Indian telecom industry has the highest growth rate in the world.Much of the
growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand
in countries like India and China.Indias mobile phone subscriber base is growing at a rate of
82.2%.China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscribers in Asia Pacific.Compared to that Indias share in Asia Pacific Mobile phone market is
6.4%. Considering the fact that India and China have almost comparable populations, Indias low
mobile penetration offers huge scope for growth.

2.4 HISTORY OF INDIAN TELECOMMUNICATION

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Started in 1851 when the first operational land lines were laid by the government near Calcutta
(seat of British power). Telephone services were introduced in India in 1881. In1883 telephone
services were merged with the postal system. Indian Radio; Telegrap.
Company (IRT) was formed in 1923. After independence in 1947, all the foreign
telecommunication companies were nationalized to form the Posts, Telephone and Telegraph
(PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was
considered as a strategic service and the government considered it best to bring under state's
control.
The first wind of reforms in telecommunications sector began to flow in 1980s when the private
sector was allowed in telecommunications equipment manufacturing. In 1985, Department of
Telecommunications (DOT) was established. It was an exclusive provider of domestic and long
distance service that would be its own regulator (separate from the postal system). In 1986, two
wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL)
for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for
service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy.
Also, examples of telecom revolution in many other countries, which resulted in better quality of
service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in
opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994
was the first attempt to give a comprehensive road map for the Indian telecommunications
sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was
formed to act as a regulator to facilitate the growth of the telecom sector. New National
Telecom Policy was adopted in 1999 and cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed Service Provider
(FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic
long distance and international long distance services. The state operators (BSNL and MTNL),
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account for almost 90 per cent of revenues from basic services. Private sector services are
presently available in selective urban areas, and collectively account for less than 5 per cent of
subscriptions. However, private services focus on the business/corporate sector, and offer reliable,
high- end services, such as leased lines, ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is
dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated by
Reliance and Tata Indicom. Opening up of international and domestic long distance telephony
services are the major growth drivers for cellular industry. Cellular operators get substantial
revenue from these services, and compensate them for reduction in tariffs on airtime, which along
with rental was the main source of revenue. The reduction in tariffs for airtime, national long
distance, international long distance, and handset prices has driven demand.

2.5 TRAI( TELECOM REGULARITY AUTHORITY OF INDIA)

The entry of private service providers brought with it the inevitable need for independent
regulation. The Telecom Regulatory Authority of India (TRAI) was, thus, established with effect
from 20th February 1997 by an Act of Parliament, called the Telecom Regulatory Authority of India
Act, 1997, to regulate telecom services, including fixation/revision of tariffs for telecom services
which were earlier vested in the Central Government.
TRAI's mission is to create and nurture conditions for growth of telecommunications in the country
in a manner and at a pace which will enable India to play a leading role in emerging global
information society. One of the main objectives of TRAI is to provide a fair and transparent policy
environment which promotes a level playing field and facilitates fair competition.
In pursuance of above objective TRAI has issued from time to time a large number of regulations,
orders and directives to deal with issues coming before it and provided the required direction to the
evolution of Indian telecom market from a Government owned monopoly to a multi operator multi
service open competitive market.

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The TRAI Act was amended by an ordinance, effective from 24 January 2000, establishing a
Telecommunications Dispute Settlement and Appellate Tribunal (TDSAT) to take over the
adjudicatory and disputes functions from TRAI. TDSAT was set up to adjudicate any dispute
between a licensor and a licensee, between two or more service providers, between a service
provider and a group of consumers, and to hear and dispose of appeals against any direction,
decision or order of TRAI.

CHAPTER 3
COMPANY OVERVIEW
1. Apple
2. Nokia

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3. Samsung
4. Sony Ericsson

3.1 APPLE
Apple Inc. is an American multinational corporation headquartered in Cupertino,
California, that designs, develops, and sells consumer electronics, computer software, online
services, and personal computers. Its best-known hardware products are the Mac line of
computers, the iPod media player, the iPhone smartphone, and the iPad tablet computer. Its
online services include iCloud, iTunes Store, and App Store. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media browser, the Safari web
browser, and the iLife and iWork creativity and productivity suites.
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Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to
develop and sell personal computers. It was incorporated as Apple Computer, Inc. on January
3, 1977, and was renamed as Apple Inc. on January 9, 2007, to reflect its shifted focus towards
consumer electronics.
Apple is the world's second-largest information technology company by revenue after Samsung
Electronics, and the world's second-largest mobile phone maker after Samsung.Fortune
magazine named Apple the most admired company in the United States in 2008, and in the
world from 2008 to 2012. On September 30, 2013, Apple surpassed Coca-Cola to become the
world's most valuable brand in the Omnicom Group's "Best Global Brands" report. However,
the company has received criticism for its contractors' labor practices, as well as for its own
environmental and business practices.
As of June 2014, Apple maintains 425 retail stores in fourteen countries, as well as

the online

Apple Store and iTunes Store, the latter of which is the world's largest music retailer. Apple is the
largest publicly traded corporation in the world by market capitalization, with an estimated
market capitalization of $446 billion by January 2014. As of September 29, 2012, the company
had 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide.
Its worldwide annual revenue in 2013 totaled $170 billion. As of Q1 2014, Apple's five-year
growth average is 39% for top line growth and 45% for bottom line growth. In May 2013, Apple
entered the top ten of the Fortune 500 list of companies for the first rising 11 places above its
2012 ranking to take the sixth position. According to the 2014 edition of the Interbrand Best
Global Brands report, Apple is the worlds most valuable brand, with a value of US $118.9
billion.

3.2 NOKIA
In 1865, an engineer named Fredrik Idestam established a wood-pulp mill and started
manufacturing paper in southern Finland near the banks of a river. Those were the days when there
was a strong demand for paper in the industry, the companys sales achieved its high-stakes and
Nokia grew faster and faster. The Nokia exported paper to Russia first and then to the United
Kingdom and France. The Nokia factory employed a fairly large workforce and a small

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community grew around it. In southern Finland a community called Nokia still exists on the
riverbank of Emkoski.
Finnish Rubber Works, a manufacturer a Rubber goods, impressed with the hydro- electrcity
produced by the Nokia wood-pulp (from river Emkoski), merged up and started selling
goods under the brand name on Nokia. After World War II, it acquired a major part of the Finnish
Cable Works shares. The Finnish Cable Works had grown quickly due to the increasing need for
power transmission and telegraph and telephone networks in the World War II. Gradually the
ownership of the Rubber Works and the Cable Works companies consolidated. In 1967, all the
3 companies merged-up to form the Nokia Group. The Electronics Department generated 3 % of
the Groups net sales and provided work for 460 people in 1967, when the Nokia Group was
formed.
In the beginning of 1970, the telephone exchanges consisted of electro-mechanical analog switches.
Soon Nokia successfully developed the digital switch (Nokia DX 200) thereby replacing the prior
electro mechanical analog switch. The Nokia DX 200 was embedded with high-level computer
language as well as Intel microprocessors which in turn allowed computer-controlled telephone
exchanges to be on the top and which is till date the basis for Nokias network infrastructure
Introduction of mobile network began enabling the Nokia production to invent the Nordic Mobile
Telephony(NMT), the worlds very first multinational cellular network in 1981. The NMT was
later on introduced in other countries. Very soon Global System for Mobile Communication
(GSM), a digital mobile telephony, was launched and Nokia started the development of GSM
phones. Beginning of the 1990 brought about an economic recession in Finland. (Rumour has it that
Nokia was offered to the Swedish telecom company Ericsson during this time which was refused)
Due to this Nokia increased its sale of GSM phones that was enormous. This was the main reason
for Nokia to not only be one of the largest but also the most important companies in Finland. As per
the sources, in August 1997, Nokia supplied GSM systems to 59 operators in 31 countries.
Slowly and steadily, Nokia became a large television manufacturer and also the largest information
technology company in the Nordic countries. During the economic recession the Nokia was
committed to telecommunications. The 2100 series of the production was so successful that inspite
of its goal to sell 500,000 units, it marvellously sold 20 million. Presently, Nokia is the number 1

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production in digital technologies, it invests 8.5% of net sales in research and development. Also
has its annual Nokia Game.

3.3 SAMSUNG
The Samsung Group is the world's largest conglomerate. It is South Korea's
largest chaebol and composed of numerous international businesses, all united under the
Samsung brand, including

Samsung Electronics, the world's largest

electronics company.

Samsung Heavy Industries, one of the world's largest shipbuilders and Samsung Engineering &
Construction, a major global construction company.
The Samsung brand is the best known South Korean brand in the world and in 2005, Samsung
overtook Japanese rival Sony as the world's leading consumer electronics brand and became part
of the top twenty global brands overall. It is also the leader in many domestic industries, such as
the financial, chemical, retail and entertainment industries. Samsungs strong influence in South
Korea is visible throughout the nation, and is sometimes called the Republic of Samsung.
The 1990s saw Samsung rise as an international corporation. Not only did it acquire a number of
businesses abroad, but also began leading the way in certain electronic components. Samsung's
construction branch was awarded a contract to build one of the two Petronas Towers in Malaysia,
Taipei 101 in Taiwan and the Burj Dubai in United Arab Emirates (founded by Callum Cuirtis),
which is the tallest structure ever constructed. In 1996, the Samsung Group reacquired the
Sungkyunkwan University foundation. In 1993 and in order to change the strategy from the
imitating cost-leader to the role of a differentiator, Lee Kun-hee, Lee Byung-chulls successor, sold
off ten of Samsung Group's subsidiaries, downsized the company, and merged other operations to
concentrate on three industries: electronics, engineering, and chemicals (Samsung Electronics).

3.4 SONY ERICSON

Sony Ericsson Mobile Communications is a global provider of mobile multimedia
devices, including feature-rich phones, accessories and PC cards. The products combine powerful
technology with innovative applications for mobile imaging, music, communications and
entertainment. Ericsson Mobile Communications was established in 2001 by telecommunications
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leader Ericsson and consumer electronics powerhouse Sony Corporation. Sony Ericsson products
have universal appeal and are different in the key areas of imaging, music, design and applications.
The company has launched products that make best use of the major mobile communications
technologies, such as the 2G and 3G platforms,

while

enhancing

its

offerings

to

entry level markets.

Sony Ericsson undertakes

product research, design and development, manufacturing,

marketing, sales, distribution and customer services. Global management is based in London, and
R&D is in Sweden, UK, France, Netherlands, India, Japan, China and the US. The management
team is led by President Hideki Komiyama, a former senior executive of Sony Europe and one of
the key players in the growth of Sony in Europe; and Executive Vice-President and Head of
Sales Anders Runevad, the former President Ericsson Brazil.
As new products are introduced to end user acclaim, existing products continue to receive
accolades and Sony Ericsson is today accepted as a world leader in design and innovation.
The globally acclaimed T610 and later generations of the companys product portfolio frequently
win awards. The GSM Association voted the V800 as Best 3G Handset for 2004, a fullyfeatured phone made for Vodafone with the full range of mobile entertainment features and multidirectional camera, and the K750i received the TIPA Award 2005/2006 for Best Mobile Imaging
Device, chosen by 31 leading European photography/imagining magazines and judged on
quality, performance and value for money.
Innovation in partnership
Sony Ericsson strives to be a cutting edge provider of applications, forging partnerships with
developers and content providers. Strategic agreement with partners such as Sony BMG is one way
in which the company is bringing the best and latest in entertainment content to its users. Sony
Ericsson has also activated a global sponsorship deal with the Womens Tennis Association Tour,
which was renamed the Sony Ericsson WTA Tour in January 2005. The six-year title sponsorship
is an unprecedented opportunity for Sony Ericsson to offer tennis fans new ways to experience
the game through mobile technology, connectivity and content. In the mobile gaming market
Sony Ericsson took the lead in 2004, being the first to launch Java 3D-enabled handsets, and is
forging ahead to bring 3D gaming to a wider audience.
22 | P a g e

CHAPTER 4
ANALYSIS AND FINDINGS

23 | P a g e

One Variable Analysis

Two variable Analysis

4.1

ONE VARIABLE ANALYSIS

1. What is your Gender?

24 | P a g e

What is your Gender?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Male

62

53.9

53.9

53.9

Female

53

46.1

46.1

100.0

115

100.0

100.0

Total

GENDER OF RESPONDENTS
- From the data collected, we found that there were 53.91% respondents
were male and other 46.09% were female.

2. What is your Age Group?

25 | P a g e

What is your Age Group

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

< 18

6.1

6.1

6.1

18-25

55

47.8

47.8

53.9

25-35

14

12.2

12.2

66.1

35-50

34

29.6

29.6

95.7

4.3

4.3

100.0

115

100.0

100.0

>50
Total

AGE GROUP OF RESOPNDENTS

- It is observed from our research that 7 respondents were below 18
year of age. 55 respondents were between 18 to 25 year of age. 14
respondents were between 25 to 35 year of age. 34 respondents were
between 35 to 50 year of age. And 5 respondents were above 50 year of age.

3. For how many years you have been using mobile?

26 | P a g e

For how many years you have been using mobile?

Frequency

Percent

Valid Percent

Cumulative
Percent

Less then 2 Years

Valid

7.8

7.8

7.8

2-5 years

43

37.4

37.4

45.2

5-10 years

37

32.2

32.2

77.4

More then 10 years

26

22.6

22.6

100.0

115

100.0

100.0

Total

FOR HOW MANY YEARS RESPONDENTS ARE USING MOBILE

- It is observed as per our research that 9 respondents have been
using mobile for less than 2 years.
- 43 respondents have been using mobile for 2 to 5 years.
- 37 respondents have been using mobile for 5 to 10 years.
- And, 26 respondents have been using mobile for more than 10 years.

4. What size of the handset would you prefer?

27 | P a g e

What size of the handset would you prefer?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Small

14

12.2

12.2

12.2

Medium

90

78.3

78.3

90.4

Large

11

9.6

9.6

100.0

115

100.0

100.0

Total

PREFERENCE OF HANDSET SIZE

- As per the data collected by our group, we observed that 12.17& of
respondents prefer small handset.
- 78.26% of respondents prefer medium size of handset which is the highest
in preference

5. What kind of mobile do you use?

28 | P a g e

What kind of mobile do you use?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Touchpad Phone

96

83.5

83.5

83.5

Simple Bar Phone

14

12.2

12.2

95.7

4.3

4.3

100.0

115

100.0

100.0

Querty Keypad
Total

) KIND OF MOBILE THAT RESPONDENTS USE.

- We noticed that83.48% of the respondents use touchpad phones.
- 12.17% of respondents use simple bar phones.
- 4.348% of respondents use querty keypad phones

29 | P a g e

6. How many cell phone are you using?

How many cell phone are you using?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

100

87.0

87.0

87.0

13

11.3

11.3

98.3

1.7

1.7

100.0

115

100.0

100.0

3 or more then 3
Total

NUMBER OF CELL PHONES ARE BEING USED BY RESPONDENTS

- We got to learn that 86.96% of the respondents use 1 cell phone.
- 11.30% of the respondents use 2 cell phones.
- And, 1.739% of respondents use 3 or more than that cell phones.

7. What mobile brand are you currently using?

30 | P a g e

What mobile brand are you currently using?

Frequency

Valid

Percent

Valid

Cumulative

Percent

Percent

Samsung

57

49.6

49.6

49.6

Nokia

22

19.1

19.1

68.7

apple

5.2

5.2

73.9

Blackberry

4.3

4.3

78.3

Micromax

3.5

3.5

81.7

HTC

14

12.2

12.2

93.9

Sony

6.1

6.1

100.0

Total

115

100.0

100.0

WHICH BRAND OF MOBILE RESPONDENTS USE

- 49.57% of the respondents USE Samsung mobiles.
- 19.13% OF respondents use Nokia mobile.
- 5.217% of the respondents use Apple mobile.
- 4.348% of the respondents use Blackberry mobile.
- 12.17% of the respondents use HTC mobile.
- And, 6.087% of the respondents use Sony mobiles.

8. What made you choose this brand?

31 | P a g e

What made you choose this brand?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Advertisement

27

23.5

23.5

23.5

Friends and Relatives

62

53.9

53.9

77.4

Dealers

13

11.3

11.3

88.7

Own choice

13

11.3

11.3

100.0

115

100.0

100.0

Total

WHAT FACTORS MADE RESPONDENTS CHOOSE A PARTICULAR

BRAND?
- We observed that 23.48% of the respondents attracted towards any particular brand by
advertisements.
- 53.91% of the respondents choose any brand with the reference of friends and relatives.
- 11.30% of the respondents bought mobile with the reference of dealers

32 | P a g e

9. Which mobile do you prefer in consideration of SIM card?

Which mobile do you prefer in consideration of SIM card?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Single SIM

57

49.6

49.6

49.6

Dual SIM

55

47.8

47.8

97.4

For both

2.6

2.6

100.0

115

100.0

100.0

Total

PREFERENCES FOR SIM CARD

- From the data we collected, we came to know that 47.83% of the respondents prefer
dual sim mobile phones.
- 49.57% of the respondents prefer single sim mobiles.
- 2.609% of the respondents are those who prefer both.

33 | P a g e

10. What do you first prefer in a mobile phone?

What do you first prefer in a mobile phone?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

looks

23

20.0

20.0

20.0

Price

24

20.9

20.9

40.9

Features

68

59.1

59.1

100.0

115

100.0

100.0

Total

WHAT RESPONDENTS FIRST PREFER IN A MOBILE PHONE?

- 20% of the respondents are those who see looks first in any mobile.
- 20.87% of the respondents look at price.
- And, 59.13% of the respondents see features first in any cell phone.

34 | P a g e

11. How important Brand and Prestige of Company is important for you?

How important Brand and Prestige of Company is important for you?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

6.1

6.1

6.1

Mid-low priority

1.7

1.7

7.8

Medium

21

18.3

18.3

26.1

Mid-high Priority

33

28.7

28.7

54.8

High Priority

52

45.2

45.2

100.0

115

100.0

100.0

Total

HOW IMPORTANT BRAND AND PRESTIGE FOR RESPONDENTS?

- 6.087% of the respondents give least priority to this factor.
- 1.739% of the respondents give mid-low priority.
- 18.26% of the respondents give medium priority.
- 28.70% of the respondents give medium-high priority.
- 45.22% of the respondents give high priority to this factor.
35 | P a g e

12. Rate your importance for screen size?

Rate your importance for screen size?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

1.7

1.7

1.7

Mid-low Priority

3.5

3.5

5.2

Medium

38

33.0

33.0

38.3

Mid-high Priority

41

35.7

35.7

73.9

High Priority

30

26.1

26.1

100.0

115

100.0

100.0

Total

RESPONDENTS PRIORITY TOWARDS SCREEN SIZE

- 1.739% of the respondents give lowest priority to screen size factor.
- 3.478% of the respondents give mid-low priority.
- 33.04% of the respondents give medium priority.
- 35.65% of the respondents give mid-high priority.
- 26.09% of the respondents give high priority.

36 | P a g e

13. Rate the importance of your phone's memory

Rate the importance of your phone's memory

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

4.3

4.3

4.3

Mid-low Priority

10

8.7

8.7

13.0

Medium

21

18.3

18.3

31.3

Mid-high Priority

41

35.7

35.7

67.0

High Priority

38

33.0

33.0

100.0

115

100.0

100.0

Total

RESPONDENTS RATING TO PHONES MEMORY

- 4.348% of the respondents rate very less priority to this factor.
- 8.696% of the respondents give mid-low priority.
- 18.26% of the respondents give medium priority.
- 35.65% of the respondents give mid-high priority.
- 33.04% of the respondents five very high priority to this factor.
37 | P a g e

14. Rate the importance for durability

Rate the importance for durability

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

6.1

6.1

6.1

Mid-low Priority

2.6

2.6

8.7

Medium

18

15.7

15.7

24.3

Mid-high Priority

40

34.8

34.8

59.1

High Priority

47

40.9

40.9

100.0

115

100.0

100.0

Total

DOES THE DURABILITY FACTOR AFFECT RESPONDENTS TO SWITCH OVER

ANY BRAND?
- 6.087% of the respondents bother very less about durability.
- 2.609% of the respondents give mid-low priority to this factor.
- 15.65% of the respondents give medium priority.
- 34.78% of the respondents give mid-high priority.
- 40.87% of the respondents give high priority.
38 | P a g e

15. Rate the importance of battery life

Rate the importance of battery life

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

3.5

3.5

3.5

Mid-low Priority

1.7

1.7

5.2

Medium

12

10.4

10.4

15.7

Mid-high Priority

30

26.1

26.1

41.7

High Priority

67

58.3

58.3

100.0

115

100.0

100.0

Total

DO THE RESPONDENTS LOOK AT BATTERY LIFE BEFORE PURCHASING

MOBILE?
- 3.478% of the respondents give less priority to this factor.
- 1.739% of the respondents give mid-low priority.
- 10.43% of the respondents give medium priority.
- 26.09% of the respondents give mid-high priority.
- 58.26% of the respondents give high priority to this factor.
39 | P a g e

16. Rate the importance of Camera

Rate the importance of Camera

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

6.1

6.1

6.1

Mid-low Priority

7.0

7.0

13.0

Medium

21

18.3

18.3

31.3

Mid-high Priority

33

28.7

28.7

60.0

High Priority

46

40.0

40.0

100.0

115

100.0

100.0

Total

HOW DO THE RESOPNDENTS RATE CAMERA FACILITY FOR A MOBILE

PURCHASE?
- 6.087% of the respondents give low priority to this factor.
- 6.957% of the respondents give mid-low priority.
- 18.26% of the respondents give medium priority.
- 28.70% of the respondents give mid-high priority.
- 40% of the respondents give high priority.

40 | P a g e

17. Rate the importance of Sound quality

Rate the importance of Sound quality

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

3.5

3.5

3.5

Mid-low Priority

11

9.6

9.6

13.0

Medium

19

16.5

16.5

29.6

Mid-high Priority

37

32.2

32.2

61.7

High Priority

44

38.3

38.3

100.0

115

100.0

100.0

Total

RESPONDENTS
PRIORITY TOWARDS SOUND QUALITY OF MOBILE.
- 3.478% of the respondents give lowest priority to this factor.
- 9.565% of the respondents give mid-low priority.
- 16.52% of the respondents give medium priority.
- 32.17% of the respondents give mid-high priority.
- 38.26% of the respondents give high priority to this factor.

41 | P a g e

18. Rate the importance of price

Rate the importance of price

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Lowest Priority

6.1

6.1

6.1

Mid-low Priority

6.1

6.1

12.2

Medium

16

13.9

13.9

26.1

Mid-high Priority

37

32.2

32.2

58.3

High Priority

48

41.7

41.7

100.0

115

100.0

100.0

Total

HOW DO THE RESPONDENTS REACT TO THE PRICE OF THE MOBILE?

- 6.087% of the respondents give least priority to this factor.
- 6.087% of the respondents give mid-low priority.
- 13.91% of the respondents give medium priority.
- 32.17% of the respondents give mid-high priority.
- 41.74% of the respondents give high priority to this factor.

42 | P a g e

19. What will you be willing to pay for a mobile phone?

What will you be willing to pay for a mobile phone?

Frequency

Percent

Valid Percent

Cumulative
Percent

Less then 5000

Valid

3.5

3.5

3.5

5000-15000

65

56.5

56.5

60.0

15000-25000

33

28.7

28.7

88.7

25000-50000

10

8.7

8.7

97.4

2.6

2.6

100.0

115

100.0

100.0

More than 50000

Total

HOW
RESPONDENTS WILLING TO PAY FOR A MOBILE?
- 3.478% of the respondents are willing to pay less than Rs 5000 for a mobile.
- 56.52% of the respondents are willing to pay between Rs 5000 to 15000.
- 28.70% of the respondents are ready to pay between Rs 15000 to 25000.
-8.696% of the respondents ready to pay between Rs 25000 to 50000.
- 2.609% of the respondents are willing to pay more than Rs 50000.

43 | P a g e

MUCH

20. Which Operating system do you prefer?

Which Operating system do you prefer?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Android

81

70.4

70.4

70.4

Windows

10

8.7

8.7

79.1

IOS

7.0

7.0

86.1

Blackberry OS

4.3

4.3

90.4

Symbian

5.2

5.2

95.7

Java

4.3

4.3

100.0

Total

115

100.0

100.0

WHICH OPERATING SYSTEMS DO RESPONDENTS USE?

- 70.43% of the respondents use android application.
- 8.696% of the respondents use windows.
- 6.957% of the respondents use IOS.
- 4.348% of the respondents use blackberry OS.
- 5.217% of the respondents use Symbian.
- 4.348% of the respondents use java application.
44 | P a g e

21. How often do you change your mobile phone?

How often do you change your mobile phone?

Frequency

Percent

Valid Percent

Cumulative
Percent

Between year or one year

Valid

4.3

4.3

4.3

2-3 years

62

53.9

53.9

58.3

More than 3 years

48

41.7

41.7

100.0

115

100.0

100.0

Total

HOW DO OFTEN RESPONDENTS CHANGE THEIR MOBILE PHONE?

- 4.348% of the respondents change their mobile phones within a year.
- 53.91% of the respondents change their cell phones at 2 or 3 years.
- 41.74% of the respondents change their mobile phones for more than 3 years.

45 | P a g e

4.2 TWO VARIABLE ANALYSIS

Q- 9th and 14th
What do you first prefer in a mobile phone? * What is your Gender?
Crosstabulation
Count
What is your Gender?
Male
What do you first prefer in a
mobile phone?

Total

Female

looks

12

11

23

Price

11

13

24

Features

39

29

68

62

53

115

Total

From our research we observed that total 12 males and 11 females are there
who first prefer looks before purchasing a mobile.
11 males and 13 females are there who look for price first before choosing a
mobile.
39 males and 29 females are there who give first preference o the features of
mobile.

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

.612

Likelihood Ratio

.981

.612

Linear-by-Linear Association

.408

.523

Pearson Chi-Square

N of Valid Cases

.982

115

a. 0 cells (0.0%) have expected count less than 5. The minimum

expected count is 10.60.

46 | P a g e

Q-11th and 14th

What will you be willing to pay for a mobile phone? * What is your Age Group Crosstabulation
Count
What is your Age Group
< 18

What will you be willing to

pay for a mobile phone?

18-25

25-35

Total

35-50

>50

Less then 5000

5000-15000

28

10

20

65

15000-25000

18

33

25000-50000

10

More than 50000

55

14

34

115

Total

FOR LESS THAN 5000

There is not a single person below 18 years of age who is willing to pay less than 5000
for a mobile.
No one is there for willing to pay less than 5000 between the age of 18-25.
There is 0 person for the age of 25 to 35, 2 persons who fall into age group of 35 to 50
and 2 persons who are more than 50 years of age who are willing to pay less than 5000.

5000-15000
There are 4 persons below age of 18, 28 people between age group of 18-25, 10
respondents are there who fall into age group of 25-35, 20 persons are there who are between age
group of 35-50 and 3 people are there who are more than 50 years of age who are ready to pay
5000 to 15000 for a mobile.

15000-25000

47 | P a g e

There are 2 persons below 18 years of age, 18 people who fall into age group of 18-25, 4
respondents are there who are between 25-35 of age, 9 persons are there who are having age
between 35-50 and no one is there who is above 50 years of age who are willing to pay 1500025000.
25000-50000
0 person below 18 years of age, 8 people are having age between 18-25, 0 of 25-35, 2
persons are between age group of 35-50, and no one is above 50 years of age who are ready to
pay 25000 to 50000.
More than 50000
Only 1 person who is having age below 18, 1 person who is having age between 18-25, no
one is there who has age between 25-35, 1 person is having age between 35-50 and 0 of age
of more than 50000 who are ready to pay more than 50000.
Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

34.123a

16

.005

25.553

16

.061

6.897

.009

115

a. 20 cells (80.0%) have expected count less than 5. The minimum

expected count is .13.

48 | P a g e

Q- 6th and 7th

What mobile brand are you currently using? * What made you choose this brand? Crosstabulation
Count
What made you choose this brand?
Advertisement

Friends and

Dealers

Total
Own choice

Relatives
Samsung

What mobile brand are you

currently using?

11

36

57

Nokia

13

22

apple

Blackberry

Micromax

HTC

14

Sony

27

62

13

13

115

Total

SAMSUNG
There are total 11 respondents are there who are using this brand
because of advertisement, 36 are there who took their friends or relatives opinion, 7
are there who got convinced by dealers and 3 people made own decision for
selecting this particular brand.

NOKIA
There are 6 respondents are there who are using this brand by getting
attracted towards advertisement, 13 are there who took their friends or relatives
opinion, 3 got convinced by dealers and no one made own decision for selecting this
brand.
APPLE
There is only respondent who use this brand due to advertisement, 3
are there who took advice of friends and relatives, 0 respondent got convinced by
dealers and 2 respondent made own choice for selecting this brand.

49 | P a g e

BLACKBERRY
No one got attracted by the advertisement of this brand for using
particular brand, 2 were told by their friends and relatives, 1 was convinced by
dealers and two made their own choice for this brand.
MICROMAX
3 respondents were attracted by advertisement, 1 respondent was
advised by its friends and relatives, no one got convinced by the dealers and no one
made own choice for using this mobile.
HTC
For this brand, 5 respondents were attracted by advertisements, 4 took
opinion of their friends and relatives, 1 got convinced by dealers and 4 respondents
made own choice for selecting this brand.

SONY
For this particular brand, 1 respondent was made to choose this brand
by advertisement, 3 respondents took opinions of their friends and relatives, 1
respondent told that she was convinced by dealers and 2 respondents made their
own decision to select this brand.

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

29.599a

18

.042

30.005

18

.037

2.682

.101

115

a. 21 cells (75.0%) have expected count less than 5. The minimum

expected count is .45.

50 | P a g e

Q- 11th and 5th

What will you be willing to pay for a mobile phone? * How many cell phone are you using?
Crosstabulation
Count
How many cell phone are you using?
1
Less then 5000
What will you be willing to
pay for a mobile phone?

3 or more then 3

5000-15000

59

65

15000-25000

25

33

25000-50000

10

10

100

13

115

More than 50000

Total

Total

Less than 5000

There are 3 respondents are there who use 1 mobile, 1 respondent is there who is using two
mobiles and no respondent is there who use 3 or more than 3 mobiles, which cost less than 5000.

5000-15000
There are 59 respondents are there who are using 1 mobile, 5 respondents are there who are using
2 mobiles and 1 respondent is there who use 3 or more than that numbers of mobile. In which a mobile
costs between 5000-15000.

15000-25000
There are 25 respondents are there who use 1 mobile, 7 members are there who use 2 mobiles and 1
respondent is there who uses 3 or more than 3 mobiles. In which a mobile costs between 15000-25000.

51 | P a g e

25000-50000
There are 10 respondents are there who use 1 mobile, no respondent is there who uses 2 mobiles and no
respondent is there who use 3 or more than 3 mobiles. In which a mobile costs between 25000-50000.
More than 50000
There are 3 respondents are there who use 1 mobile, no respondent uses 2 mobiles and no respondent is
there who uses more than 3 or more than 3 mobile. Whre range of a mobile falls above 50000.

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

.507

8.331

.402

.027

.869

7.281

115

a. 11 cells (73.3%) have expected count less than 5. The minimum

expected count is .05.

52 | P a g e

CHAPTER 5
KEY FINDINGS
Hypothesis analysis

53 | P a g e

5.1 HYPOTHESIS ANALYSIS

SR NO

HYPOTHES
IS

FIRST
PREFEREN
CE IN
MOBILE
AND
GENDER
WILLINGN
ESS FOR
PAYING
FOR
MOBILE
AND AGE
GROUP

CHI
SQARE
TABLE
VALUE
5.991

CHI
SQARE
CALCULAT
ED VALUE
0.982

< OR >

RESULT

OUTCOME

>

ACCEPTE
D

26.296

34.123

<

REJECTED

FIRST
PREFEREN
CE AND
GENEDER
ARE NOT
RELATED
AGE
GROUP
AND
WILLINGN
ESS TO
PAY FOR A
MOBILE
ARE
RELATED
PRESENTL
Y USING
MOBILE
PHONE
AND WHAT
MADE IT
TO
CHOOSE
THAT
MOBILE
ARE
RELATED
NUMBERS
OF CELL
PHONES
ARE BEING
USED BY
RESPONDE
NT AND

MOBILE
BRAND
USING
PRESENTL
Y AND
WHAT
MADE IT
CHOOSE
THIS
BRAND

28.869

29.599

<

REJECTED

NUMBERS
OF CELL
PHONES
ARE BEING
USED AND
WILLINGN
ESS TO

15.507

29.599

<

REJECTED

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PAY FOR
THAT

WILLINGN
ESS TO
PAY FOR
THAT ARE
RELATED.

CONCLUSION
From the research conducted by us, we can give several conclusion

1. Samsung is the most preferred brand in the market from this, we can say
Samsung is giving the quality product With best price therefore people are more
buying this brand in a compare to other brand
2. We can also assume that Samsung is trust worthy company in public so they are
also buying this more.
3. We can also say that Samsung has good customer service center in all regain so
people are more easy to solve their problem
4. We can also say that Samsung has good resale Value in market so people can
easily willing o purchase his brand
5. We can say that android operating system is preferred by People as it is very user
friendly And provide a large no. of application
6. We can also say that people are more prefer to use touch screen phone rather than
key pad or qwerty key-pad phone
7. In Indian market people are generally spent 5000to15000 rupees for a phone

55 | P a g e

Bibliography
http://www.surveymonkey.com
http://www.marketest.com
http://www.studymode.com
https://www.google.com/url?q=http://www.nokia.com/t-aboutus-ttsl-organization
https://www.google.com/url?q=http://www.samsung.co
http://company.nokia.com/en/about-us/our-company
http://www.samsung.com/us/aboutsamsung/

http://blogs.sonymobile.com/about-us/

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