A COMPARITIVE STUDY OF BRAND PREFERENCE ON

MOBILE PHONES
A PROJECT REPORT

Submitted in partial fulfillment of the requirement for the award of degree in

BACHELOR OF BUSINESS ADMINISTRATION

OF MAHATMA GANDHI UNIVERSITY, KOTTAYAM

Submitted by
ANU V.S

DAN TOM VARGHESE

JOEL P THOMAS

PAVITHRA .M

RUFUS BABY ALEX

SONY VARUGHESE MATHEW

Under the guidance of

Ms. SUMI ELSA PHILIP

(Faculty, Dept. of Business Administration)

DEPARTMENT OF BUSINESS ADMINISTRATION

ST.THOMAS COLLEGE, KOZHENCHERRY
2018 – 2019
 DEPARTMENT OF BUSINESS ADMINISTRATION
ST.THOMAS COLLEGE, KOZHENCHERRY

CERTIFICATE

This is to certify that the project report entitled “A COMPARITIVE STUDY

ON BRAND PREFERENCE OF MOBILE PHONES” submitted to Mahatma
Gandhi University in partial fulfillment for the award of the degree of Bachelor
of Business Administration is a record of original work done by ----------NAME
REG NO-------------------------------------------------------- during the year 2018-
2019 in the department of commerce and Business Administration under my
supervision and guidance.

Prof. Dr. Koshy George Ms. Sumi Elsa Philip

(Head of the department) (Faculty Guide)
Date: Date:
Viva voce examination held on

Signature of External Examiner Signature of Internal Examiner

Date: Date:
 DECLARATION

We name, 3rd semester students, Department of Business Administration, St.

Thomas College, Kozhencherry, do hereby declare that this project titled “A
Comparative Study on Brand Preference Of Mobile Phones” is an
authenticate work done by me and submitted in partial fulfillment of the
requirement for the award of Bachelor of Business Administration of Mahatma
Gandhi University, Kottayam under the guidance of Ms. Sumi Elsa Philip, faculty
guide.

We further declare no part of this project, partial or full, has been presented
before by anyone for the award of any degree or diploma or another similar title
of recognition.

Place: Kozhencherry Name

Date:
 ACKNOWLEDGEMENT

When I embarrassed this project, it appeared to me as onerous task. Slowly as I progressed I

did realized that I was not alone after all.

I wish to express my gratitude to Ms. Sumi Elsa Philip who extended her kind help, guidance
and suggestions without which it could not have been possible me to complete this project
report.

I am also thankful to all my classmates, well wishers to their generous help and support made
it a relative affair.

My heart goes out to my parents who bear with all the trouble I caused then with smile during
the entire study period and beyond.
 CONTENTS

Chapter Title Page No.

1 Introduction

2 Research Methodology

3 Analysis and Findings

4 Conclusion
 CHAPTER-1
INTRODUCTION
 INDRODUCTION

Today India is one of the most fastest economics all over the globe and a line example which
shows the development is the growth of the telecommunication industry in India especially in
the field of cellular communication. As well all known the first mobile phone was launched in
India during 1990s and the first mobile company which was established by Finland was Nokia.
In the year 1995, the first service provider was the Modi group which was established in
Kolkata. As the recent states shown, it is said after China, India is the world’s fastest growing
industry in the world in terms of number of wireless connections, with 811.59 million mobile
phone subscriber. According to the world telecommunication industry, it is estimated that India
will be having 1200 billion mobile user by 2013.The projections made by several leading global
consultants indicate that the total number of cellular users in India will be exceeding by the
total subscriber count in the China by 2013.

In the human life, there is the great change in the standard of living by the invention of the
mobile phones. They have been the heart and soul of the human beings in any part of the world.
By the invention of the great phones they have been the cup of tea because they have all the
functions like voice calling, text messaging and mobile internet access in an unsetting one. As
we all familiar, cell phones didn’t just happen overnight. They evolved over five different
generations, the latest of which is still being rolled out and adopted by users. By the time most
of the us will have switched of 4G there will undoubtedly by yet another standard to aspire to.
A lot of sudden changes has been accepted by us from the time that mobiles unheard of India
to the present where they have become almost everyone’s priority. In the recent times, we have
seen that the Indian telecommunication sector has undergone a major process of changes
because of significant government policies reforms. India is familiar for the use of both the
GSM (global system for mobile communications), and CDMA(code-division multiple access)
technologies in the mobile sector. The Indian cell phones scenario seems to be all set for the
next stage – expansion and consolidation, but there is a bit complicated talking as well. Every
users are not able to afford the costly handset now a days. So the thing which is expected in
increase in the growing user base so these type of mobile handsets can become affordable to
almost every middle class people. The young mobile savvy generation currently feel less
privileged in nearly every sector. And that’s precisely what is filling the growth in mobile
handsets across the whole country. As the market expands but the need of users and the features
are increasing day by day, and hence the cell phones are becoming a new vehicle for reaching
out to the mobile generation. As biggest dream business destination for every cellular service
provider.
1.1) INTRODUCTION TO THE TOPIC

The markets for Mobile phones are one of the most turbulent today due to increased
Competition and changing consumer brand preferences. The Researchers of this paper aimed
to address the question by analyzing brand is preferred most by mobile phone users in
Pathanamthitta while purchasing mobile phones and status and impact of the technical,
economical, social and personal criterion by mobile phone users in Pathanamthitta. And also
wishes to found out the process of decision making while choosing and purchasing the branded
mobile product with respect to their current satisfaction level on the particular brand. To gather
data from 50 respondents we have selected them from mobile recharge centers, mobile phone
shops and public places in Pathanamthitta . The data thus collected were analyzed by using
simple percentage analysis.

As per literature, the Mobile phones were introduced in the mid-1980s and in the last two
decades their ownership and use has increased dramatically in many parts of the world. Also,
Mobile phone ownership at the end of 2005 was at near saturation levels in many areas of the
world–most notably in East Asia, as over 90% of all households in South Korea, Japan and
urban China own at least one mobile phone. In the Western European markets rank second
collectively in mobile phone prevalence, with roughly 80% of all households owning a wireless
handset. And in North America, prevalence of mobile ownership is slightly less robust: in the
U.S., three in four households own a mobile phone, while just over 60% of Canadian
households own a mobile phone today. Interestingly, the popularity of mobile phones is a result
of the communication and flexibility that they facilitate and the personal safety issues that they
overcome. Interestingly, the design of mobile phones is also evolving, with more functions
being added to an increasingly “miniaturized” handset. In themselves, miniaturization and
increased function might make the phone more difficult to use while driving as more
concentration may be required. The Cellular telephone (commonly "mobile phone" or "cell
phone" or "hand phone") is a long-range, portable electronic device used for mobile
communication.

Trends in Mobile Phone Usage Worldwide

As per the research findings from the E-Marketer website it is found that 4.55 billion people
worldwide to use a mobile phone in 2014. However, the Mobile adoption is slowing, but new
users in the developing regions of Asia-Pacific and the Middle East and Africa will drive
further increases. In the years 2013 and 2017, mobile phone penetration will rise from 61.1%
to 69.4% of the global population.
 BRAND
A Brand is a name, term, sign, symbol, design or some combination of them used to identify
the products-goods or services of our seller or group of competitors.

Brand has three components: Brand Name, Brand Mark, Trade Mark

Brand Name:
A word, name, symbol etc.. used by the manufactures or a merchant to identity their products
distinctively from other of same type and usually prominently displayed on their good in
advertising etc…. That part of a brand which can be spoken is called brand name. In other
words, Brand Name is the verbal components of a brand. Some examples of brand name
includes Samsung, Oppo, Nokia etc…

Brand Mark
Aspect or elements of a brand that cannot be expressed in words or that part of a brand which
can be recognized but which is not utterable is called Brand Mark. It appears in the form of a
symbol, distinct color scheme or lettering. Example of brand mark include ‘Devil of Onida’.

Trade Mark:
A trade mark is typically a name, word, phase, logo, symbol, design or image or a combination
of these demands. There is also a range of non-conventional trade, comprising marks which do
not fall into the standard categories such as those based on color, smell or sound. Thus trade
mark is a form brand which got its brand registered, gets exclusive rights for its issue.

ADVANTAGES OF BRANDING
Though branding adds to the cost of packing, labeling, legal protection and promotion. It
provides several advantages to the marketers as well as consumers.

ADVANTAGES OF MARKETERS
(A) Enabling marketing product differentiation branding helps a firm to distinguish its products
from those of its competitors

(B) Helps in advertising and display programs. A brand aids a firm in its advertising and
display programs without a brand name, for the generic products and can never be sure of sale
of the product.

(C) Differential pricing Branding enables a firm to change different prices for its products then
that charged by its competitors.

(D) Ease in introduction of new products: If a new product is introduced under a known brand,
it enjoys the reflected glory of the brand and is likely to get off on to an excellent start.

ADVANTAGES OF CUSTOMERS
 (A) Helps in Product Identification: Branding helps the consumers in identifying the
products. Thus branding greatly influence and facilities repeat purchase of the product.
(B) Ensures Quantity: Branding ensures the quantity of product. This build up the
confidence of the consumers and helps in increasing the level of satisfaction.
(C) Status Symbol: Some brands become brand status symbol because of their quantity.
The consumer of those products feel proud using them and adds to the level of
satisfaction of customers.

CHARACTERISTICS OF A GOOD BRAND NAME

Some of the important characteristics of a good brand name are:

a) The brand name should be short, easy to pronounce, spell, recognize and remember.
b) It should be capable of being recognized registered and protected legally.
c) It should be distinctive
d) It should be sufficiently versatile to new projects.
e) A brand name should suggest the product benefits and quantities.
f) It should be adoptable to packing and labeling requirements to advertising medias and
different languages.

FEATURES OF MARKETING
The important features of marketing are:

1)Needs and Wants: The process of marketing helps individuals and groups in attaining and
obtaining what they need and want. The focus of marketing process is on satisfaction of needs
and wants of individuals and organization. A marketer’s job in an organization is to identify
needs of the target customers and develop products and services that satisfy such needs.

2)Creating a Market Offering: On the part of the marketer’s the effort involves creation of a
‘Market offering’. Market offering refers to a complete offer for a product or service having
features like size, quantity, taste etc…. A good ‘Market offer’ is the one which is developed
after analyzing the needs and preference of the potential buyers.

3)Customer value: The process of marketing facilities exchange of products and service
between the buyers and the sellers. The job of a marketer is to add to the value to the product
so that the customers prefer it in relation competing products and decide to purchase it.

4)Exchange Mechanism: Exchange refers to the process through which two or more pairs
come together to obtain the desired product or service from someone, offering the same by
giving something in return. Exchange is referred to as the essence of marketing.

FUNCTIONS OF MARKETING
The important functions of marketing are

1) Gathering and analyzing market information.

2) Marketing planning.
3) Product designing and development.
4) Standardization and grading.
5) Packaging and labeling.
6) Branding.
7) Customer support services.
8) Pricing of product.
9) Promotion.
10) Physical distribution.
11) Transportation.
12) Storage or warehousing.

EVOLUTION OF MOBILE HANDSET

A mobile phone, known as a cell phone in North America or hand phone in Asian
English, 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. The radio frequency link establishes
a connection to the switching systems of a mobile phone operator, which provides access to
the public switched telephone network (PSTN). Modern mobile telephone services use a
cellular network architecture and therefore, mobile telephones are 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
computing capabilities are referred to as smartphones.

The first handheld mobile phone was demonstrated by John F. Mitchell and Martin
Cooper of Motorola in 1973, using a handset weighing c. 2 kilograms (4.4 lbs.). In
1979, Nippon Telegraph and Telephone (NTT) launched the world's first cellular network in
Japan. In 1983, the Dyna TAC 8000x was the first commercially available handheld mobile
phone. From 1983 to 2014, worldwide mobile phone subscriptions grew to over seven-billion-
enough to provide one for every person on Earth. In first quarter of 2016, the
top smartphone developers worldwide were Samsung, Apple, and Huawei, with smartphone
sales represented 78 percent of total mobile phone sales. For feature phones (or "dumb phones")
as of 2016, the largest were Samsung, Nokia, and Alcatel.

Martin Cooper of Motorola made the first publicized handheld mobile phone call on a
prototype Dyna TAC model on 3 April 1973. This is a reenactment in 2007.
 A handheld mobile radio telephone service was envisioned in the early stages of radio
engineering. In 1917, Finnish inventor Eric Tigerstedt filed a patent for a "pocket-size folding
telephone with a very thin carbon microphone". Early predecessors of cellular phones
included analog radio communications from ships and trains. The race to create truly portable
telephone devices began after World War II, with developments taking place in many countries.
The advances in mobile telephony have been traced in successive "generations", starting with
the early zeroth-generation (0G) services, such as Bell System's Mobile Telephone Service and
its successor, the Improved Mobile Telephone Service. These 0G systems were not cellular,
supported few simultaneous calls, and were very expensive. The Motorola DynaTAC 8000X.
First commercially available handheld cellular mobile phone, 1984. 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.[10] 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 4Gwere
the WiMAX standard, offered in North America by Sprint, and the LTE standard, first offered
in Scandinavia by TeliaSonera.

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
1.2) INTRODUCTION TO THE INDUSTRY

Xiaomi
Xiaomi was founded in April 2010 by ex-king soft CEO Lei Jun, as a software company
creating a new custom ROM based on Google’s Android. Their aim was to provide additional
functionality that Android had yet to offer and an easy to use user interface. MIUI, the ROM
which the team created, became a huge success and has been ported to many devices. As of
2014 MIUI can be downloaded and installed to over 200 devices in both English and
Chinese, even non developers can easily install MIUI to their phones using the MIUI
Express APK. As of the end of 2013 Xiaomi had over 30 million MIUI users worldwide!

Enter to Global Communication System

In 2011 Xiaomi announced the Mi One phone. Xiaomi was now not only making its own
software, but its own hardware too. The Mi One was a top spec phone with a great price way
ahead of its time, this has remained Xiaomi’s philosophy from day one. While commenters
are quick to call the Beijing based company “The Apple of China”, Xiaomi prefer to compare
themselves to Amazon, they create powerful hardware which they sell at cost price and rely
on their services and content to make up most of the revenue. Speaking of which their
revenue for 2013 alone over $5 billion extremely impressive for a new company. n 2012
Xiaomi shipped a total of 7.2m smartphones and in 2013 Xiaomi shipped a total of 18.7m
smartphones and even shipped more than Apple in one quarter. In the first quarter of 2014
Xiaomi had already shipped over 11m smartphones, more than they sold in the entirety of
2012 and just over half the 2013 sales numbers. Demand continues to increase due to the high
specification hardware of their devices and the price they sell. As of the start of Q2 of 2018,
Xiaomi is the world's 4th largest smartphone manufacturer. Xiaomi has expanded into
developing a wider range of consumer electronics, including a smart home (IoT) device
ecosystem.

SAMSUNG

With only 30,000 won (about $27 USD), Lee Byung-chull started Samsung on March 1 in
1938, as a trading company based in Taegu, Korea. The small company of only 40 employees
started as a grocery store, trading and exporting goods produced in and around the city, like
dried Korean fish and vegetables, as well as its own noodles. The company grew and soon
expanded to Seoul in 1947 but left once the Korean War broke out. After the war, Lee started
a sugar refinery in Busan that was called Cheil Jedang, before expanding into textiles and
building the (then) largest woollen mill in Korea. The successful diversification became a
growth strategy for Samsung, which rapidly expanded into the insurance, securities, and retail
business. Samsung was focused on the redevelopment of Korea after the war with a central
focus on industrialization.
Samsung entered the electronics industry in the 1960's with the formation of several
electronics focused divisions. The initial electronics divisions included Samsung Electronics
Devices, Samsung Electro-Mechanics, Samsung Corning, and Samsung Semiconductor &
Telecommunications. Samsung built their initial facilities in Suwon, South Korea, in 1970,
where they started producing black and white television sets. Between 1972 and 1979,
Samsung began selling washing machines, changed to Samsung Petrochemical and then
Samsung Heavy Industries, and by 1976, had sold its 1 millionth B&W television. In 1977,
they started exporting colour TVs and established Samsung Construction, Samsung Fine
Chemicals, and Samsung Precision Co. (now called Samsung Techwin). By 1978, Samsung
had sold 4 million black and white television sets and started mass producing microwave
ovens before 1980.

In 1980, Samsung entered the telecommunications hardware industry with the purchase of
Hanguk Jenja Tongsin. Initially building telephone switchboards, Samsung expanded into
telephone and fax systems which eventually shifted to mobile phone manufacturing.

The mobile phone business was grouped together with Samsung Electronics which began to
invest heavily in research and development throughout the 1980's. During this time Samsung
Electronics expanded to Portugal, New York, Tokyo, England, and Austin, Texas.

In 1987 with the death of Lee Byung-chull, the Samsung group was separated into four
business groups leaving the Samsung Group with electronics, engineering, construction, and
most high-tech products. Retail, food, chemicals, logistics, entertainment, paper, and telecom
were spun out among the Shinsegae Group, CJ Group, and Hansol Group.

Samsung grew as an international corporation throughout the 1990's. The construction

division of Samsung secured several high-profile construction projects, including one of the
Petronas Towers in Malaysia, Taipei 101 in Taiwan and the half-mile tall Burj Khalifa Tower
in the UAE.

Samsung 's engineering division also includes Samsung Techwin, an aerospace manufacturer
that manufactures aircraft engines and gas turbines as well as supplying parts used in jet
engines on Boeing and Airbus aircraft.

In 1993, Samsung began to focus on three industries — electronics, engineering, and

chemicals. The reorganization included selling off ten subsidiaries and downsizing. With a
renewed focus in electronics, Samsung invested in LCD technology, becoming the largest
manufacturer of LCD panels in the world by 2005.

Sony partnered with Samsung in 2006 to develop a stable supply of LCD panels for both
companies, which had been an increasing problem for Sony, which had not invested in large
LCD panels. While the partnership was nearly a 50-50 split, Samsung owned one share more
than Sony, giving them control over the manufacturing. At the end of 2011, Samsung bought
Sony's stake in the partnership and took full control.
Enter to Global System Communication

Samsung's focus in the future is cantered on five core businesses including mobile,
electronics and biopharmaceuticals. As part of its bio-pharma investment, Samsung formed a
joint venture with Biogen, investing $255 million to provide technical development and
biopharmaceutical manufacturing capacity in South Korea. Samsung has budgeted nearly $2
billion in additional investment to pursue their bio-pharma growth strategy and leverage the
advantages of their joint venture.Samsung has also continued to expand in the mobile phone
market, becoming the largest manufacturer of mobile phones in 2012. To remain a dominant
manufacturer, Samsung has earmarked $3-4 billion to upgrade their Austin Texas
semiconductor manufacturing facility.

Samsung announced the Gear VR in September 2014, which is a virtual reality device
developed for use with the Galaxy Note 4. Also in 2014, Samsung announced that they would
begin selling fibre optics to glass manufacturer Corning Inc. By 2015, Samsung had more US
patents approved than any other company, being granted over 7,500 utility patents before the
end of the year. Samsung released a fitness smartwatch in 2016 called Gear Fit 2, as well as
wireless ear buds called Gear Icon X. By the end of the year, the Gear G3 smart watch was
announced. In late 2017, the company continued to release products: The Galaxy Note 8 was
a particular triumph for the company, which had struggled with manufacturing issues during
the release of the Galaxy Note 7. Samsung mobile phones and semiconductors have become
its most important source of income. As of 2017, Samsung has the 6th highest global brand
value.

OPPO

BBK Electronics is a giant group, which holds three brands under its name,
technically OPPO and Vivo are parts of BBK, while the One Plus is a wholly owned
subsidiary of the OPPO. First brand that came into existence was the OPPO Electronics, its
major product line up includes more than just smartphone, it manufactures Blu-ray players
and Universal DVD player as well. The company was founded in 2004 and Tony Chen who is
the current CEO of the company is listed as the corporation, which is actually a subsidiary of
the BBK Electronics. Company entered the mobile phone market in the year of 2008 and just
within five year it was reportedly the second most profitable company in China in 2013
among the players like ZTE, Huawei, Lenovo and Xiaomi. Oppo Digital an independently
operating division of OPPO Electronics was setup in the United States in California, which is
known for offering Up-Converting DVD and Blu-ray Disc players. The first product that they
sold was OPPO OPDV971H, which was a Universal DVD player.

Enter to Global System Communication

The brand started its international expansion in 2010 starting with Thailand, where the brand
first announce Find 3 and then later showcased the Find 5, which was followed by the Find 7.
In parallel, company expanded its presence in countries like Philippines, Myanmar, Vietnam,
Indonesia, Malaysia, India, Bangladesh, Pakistan and many more regions. A leading
manufacturer of smartphones, Oppo was the top smartphone brand in China in 2016 and was
ranked No. 4 worldwide.

OPPO officially entered in India on 27 January 2014, and the Find 7 was the first handset that
was launched in the country. The brand then moved to launch several handsets
including Mirror 3, N1, N1 Mini, Joy, Joy Plus, Neo 3, R5, R7 and R7 Lite. Recently,
company has launched its new series, the F1 and F1 Plus, they are being touted as the Selfie
Expert phones; the later handset comes with 16MP front facing module. The brand has been
focused in launching premium quality handsets in the country since its official operations. To
move forward with its plans in India, they have dedicated a promise to start manufacturing in
India under the Make in India campaign run by the Indian government. As per reports, the
brand is going to make 10 lakh 4G phones per month at its upcoming facility in Noida, as
told by Mike Wang, CEO of Oppo Mobiles India. Company has invested Rs 100 Crore for
setting up the manufacturing unit.

NOKIA
In 186, an engineer named Fredrik Idestam established a wood-pulp Mill and started
manufacturing paper in southern Finland near the bank of a river. Those were the days when
there was a strong demand for paper in the industry, the company’s 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 work force and a
small community grew around it. In southern Finland a community called Nokia still exists
on the river bank of ‘Emaskoski’.

Finnish Rubber works', a manufacturer Rubber goods, impressed with the hydro electricity
produced by the Nokia wood pulp (from river Emakoski). Merged up and started selling
goods under the brand name on Nokia. After world war II, acquired a major part of the
Finnish cable works shares. The Finnish cable works 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 three 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 196.

In the beginning of 197, the telephone exchanges consisted of electro-mechanic analog

features. Soon Nokia Successfully developed the dialog 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 basics
for Nokia’s network infrastructure.

Introduction of mobile network began enabling the Nokia production to invent the Nordic
Mobile Telephony (NMT) the worlds very first multinational mobile network in 198. 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. (Rumor has it that Nokia was offered to 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.

Slowly and steadly, Nokia became a large mobile phone manufacturer and also the largest
information technology in the Nordic countries. The 2100 series of the production was so
successful that inspite of its goal to sell 500000 units, it marvelously sold 20 million.
Presently, Nokia is the No 1 production in digital technologies, it invests 8.5% of net sales
in research and development. Also has its annual Nokia game.

Lenovo

Lenovo was originally named New Technology Developer Inc. and soon changed its name to
Legend Holdings. The firm was founded in China in 1984 by Liu Chuanzi and ten colleagues.
Its first product was an add-on device to provide computers with Chinese language
capabilities. The Chinese Academy of Sciences provided $25,000 in funding to start the
company as part of the Chinese government's early experiments with privately managed
firms. The company incorporated in Hong Kong in 1988 as Legend Hong Kong to help raise
capital and gain experience in a more open market. Legend began marketing its first branded
computer, the Legend PC, in 1988 to its principle customer base in China. Sales grew quickly
and by 1996, the company became the market share leader for personal desktop computer
sales in China. That same year, Legend also introduced its first laptop computer. By 1998, it
had produced its millionth computer and in 1999 became the largest PC vendor in the Asia-
Pacific region. The company extended its product line in 2002 with its first supercomputer,
the DeepComp, marketed as the fastest computer available in China for the civilian market.
In 2003, Legend introduced the Lenovo brand and logo for its products, in preparation for the
company's expansion into markets beyond the Asia-Pacific region.

Enter to Global Communication System

Legend formally changed its name to Lenovo in 2004 and emerged on the world stage by
partnering with the Olympics In 2013, Lenovo became the largest PC company and the third
largest smartphone company in the world. It ranked that year as number 329 on Fortune
magazine's list of the 500 largest companies. The company reached sales in 2013 of $39
billion and 54,000 employees. Jointly headquartered in Beijing, China and Morrisville, North
Carolina, Lenovo has operations in more than 60 countries, sponsors 46 technology
laboratories, owns more than 6,500 international patents.Lenovo has gained significant
market share in India through bulk orders to large companies and government agencies. As of
2013, Lenovo had about 6,000 retailers selling smartphones and tablets in India. In February
2013, Lenovo established a relationship with Reliance Communications to sell smartphones.
The smartphones carried by Reliance have dual-SIM capability and support both GSM and
CDMA. Lenovo reported a year-on-year increase of about 951% in tablet sales in India for
the first quarter of 2014. Canalys, a market research firm, said Lenovo took market share
away from Apple and Samsung in the country.
LG

In 1958, LG Electronics was founded as GoldStar. It was established in the aftermath of

the Korean war to provide the rebuilding nation with domestically-produced consumer
electronics and home appliances. LG Electronics produced South Korea's first radios, TVs,
refrigerators, washing machines, and air conditioners. GoldStar was one of the LG groups
with a brethren company, Lak-Hui (pronounced "Lucky") Chemical Industrial Corp. which is
now LG Chem and LG Households. GoldStar merged with Lucky Chemical and LG Cable on
28 February 1995, changing the corporate name to Lucky-Goldstar, and then finally to LG
Electronics.

In 1978, LG Electronics earned US$100 million in revenue from exports for the first time in
its history. Rapid growth by globalization saw the company establish its first overseas
production, based in the United States, in 1982. In 1994, GoldStar officially adopted the LG
Electronics brand and a new corporate logo. LG Electronics acquired the US-based TV
manufacturer Zenith. In 1995, LG Electronics made the world's first CDMA digital mobile
handsets and supplied Ameritech and GTE in the US. The company was also awarded UL
certification in the US. In 1998, LG developed the world's first 60-inch plasma TV and in
1999 established a joint venture with Philips – LG.Philips LCD – which now goes by the
name LG Display. In order to create a holding company, the former LG Electronics was split
off in 2002, with the "new" LG Electronics being spun off and the "old" LG Electronics
changing its name to LG EI. It was then merged with and into LG CI in 2003 (the legal
successor of the former LG Chem), so the company that started as Goldstar does not currently
exist.

Enter to Global System Communication

LG Electronics plays a large role in the global consumer electronics industry; it was the
second-largest LCD TV manufacturer worldwide as of 2013. By 2005, LG was a Top 100
global brand, and in 2006 LG recorded a brand growth of 14%. Its display manufacturing
affiliate, LG Display, as of 2009 was the world's largest LCD panel manufacturer. In 2010,
LG Electronics entered the smartphone industry. Since, LG Electronics continued to develop
various electronic products, such as releasing the world's first 84-inch ultra-HD TV for retail
sale.

LG Electronics manufactures a wide range of smartphones and tablet devices. Other than
the G3, LG officially unveiled the curved smartphone, G Flex, on 27 October 2013. LG has
released it in South Korea in November 2013, and later announced releases in Europe, the
rest of Asia, and North America. At Consumer Electronics Show in January 2014, LG
announced a U.S. release for the G2 across several major carriers. In 2015, LG has
released LG G4 globally in late May through early June. On 7 September 2016, LG unveiled
the V20 and the V30 was announced on 31 August 2017. LG G6 was officially announced
during MWC 2017 on 26 February 2017. LG and Google announced the Android Wear
based smartwatch, the LG G Watch, that was in June 2014. In August 2014, the LG G Watch
R that has a circular face (similar to the Moto 360) was released.[36] The LG Watch
Urbane that LG's third Android Wear-based smart watch has released in April 2015. This was
the first device to support newer smartwatch features such as Wi-Fi, and new parts
of Android Wear’s software interface, like the ability to draw emoji to friends. n 2014, LG
revealed three new additions to the G series of tablets, which each include LG's Knock Code
feature, allowing users to unlock devices with a series of taps. The tablets also feature Q Pair
which allows tablets to sync up with a smartphone, and for phone calls and text messages
passed on to the tablet in real time.
1.3) INTRODUCTION TO THE ORGANISATION

Xiaomi
Redmi note 5 pro is xiaomi’s newest phones launched recently. This is a stylish edition of Mi
smartphones powered by 1.8 GHz Octa-Core Snapdragon 636 processor and Adreno 509
GPU, designed to outperform its predecessor by up to 40% . This brand new Mi phone comes
with a 5.99-inch FHD+ touchscreen display with a resolution of 750 pixels by 1334 pixels, it
works on Android Nougat 7.1.2 with the high-capacity 4000 mAh battery and offers 12MP +
5MP primary and secondary camera. The Xiaomi Redmi 5 Pro is backed by a 4000mAh
battery that easily lasted us for more than a day of average use that included playing games
and browsing social media apps, with Wi-Fi turned on. The Xiaomi Note 5 Pro is hands down
a great phone. It has a powerful processor and a good camera, not just on paper but in
experience as well. The FHD+ display in an 18:9 aspect ratio is an added perk. The device
comes in two storage variants of 4GB RAM and 64GB internal storage at Rs 13,999, which is
dirt cheap for the kind of specs it offers. Like most of the xiaomi phones Redmi note 5 pro is
also launched to attract the youth giving them high specs to play high graphics at a very
reasonable low price making the Redmi note 5 pro one of the top best selling smartphones in
the market right now. Emi options are also available since most of the young customers
prefer emi on certain terms and conditions. Applicants between the age of 21 years – 65 years
are eligible to apply for Emi. The down payment for redmi note 5 pro is Rs 2000 and the
available EMIs are for a period of three to 36 months.

Xiaomi Mi MIX 2 smartphone was launched in September 2017. The phone comes with a
5.99-inch touchscreen display with a resolution of 1080 pixels by 2160 pixels at a PPI of 403
pixels per inch. Xiaomi Mi MIX 2 price in India starts from Rs. 22,999.The Xiaomi Mi MIX
2 is powered by octa-core processor and it comes with 6GB of RAM. The phone packs
128GB of internal storage that cannot be expanded. As far as the cameras are concerned, the
Xiaomi Mi MIX 2 packs a 12-megapixel primary camera on the rear and a 5-megapixel front
shooter for selfies.The Xiaomi Mi MIX 2 is powered by a 3400mAh non removable battery.
It measures 151.80 x 75.50 x 7.70 (height x width x thickness) and weighs 185.00 grams. The
Xiaomi Mi MIX 2 is a dual SIM (GSM and GSM) smartphone that accepts Nano-SIM and
Nano-SIM. Connectivity options include Wi-Fi, GPS, Bluetooth, NFC, 3G and 4G (with
support for Band 40 used by some LTE networks in India). Sensors on the phone include
Compass/ Magnetometer, Proximity sensor, Accelerometer, Ambient light sensor, Gyroscope
and Barometer. Since the phone is providing decent camera and performance along with good
build quality and premium look for this price the youth and middle aged are attracted to this
phone making it one of the top selling mid range phones. Different emi plans are also
available for this.
Samsung
Samsung Galaxy A6 smartphone was launched in May 2018. The phone comes with a 5.60-
inch touchscreen display with a resolution of 720 pixels by 1480 pixels. Samsung Galaxy A6
price in India starts from Rs. 15,490.The Samsung Galaxy A6 is powered by 1.6GHz octa-
core processor and it comes with 3GB of RAM. The phone packs 32GB of internal storage
that can be expanded up to 256GB via a microSD card. As far as the cameras are concerned,
the Samsung Galaxy A6 packs a 16-megapixel primary camera on the rear and a 16-
megapixel front shooter for selfies.The Samsung Galaxy A6 is powered by a 3000mAh. It
measures 149.90 x 70.90 x 7.70 (height x width x thickness) .Connectivity options include
Wi-Fi, GPS and Bluetooth. The budget pricing froma top brand like Samsung really attracts
the customers of all age groups making it a popular phone among the customers. The
available EMIs are from 3 to 12 months with no down payments.

Samsung Galaxy S9 smartphone was launched in March 2018. The phone comes with a 5.80-
inch touchscreen display with a resolution of 1440 pixels by 2960 pixels at a PPI of 568
pixels per inch. Samsung Galaxy S9 price in India starts from Rs. 42,990.The Samsung
Galaxy S9 is powered by octa-core (4x2.7GHz + 4x1.7GHz) processor and it comes with
4GB of RAM. The phone packs 64GB of internal storage that can be expanded up to 400GB
via a microSD card. As far as the cameras are concerned, the Samsung Galaxy S9 packs a 12-
megapixel (1.4-micron) primary camera on the rear and a 8-megapixel front shooter for
selfies.The Samsung Galaxy S9 is powered by a 3000mAh non removable battery. It
measures 147.70 x 68.70 x 8.50 (height x width x thickness) and weighs 163.00 grams.The
Samsung Galaxy S9 is a dual SIM (GSM and GSM) smartphone that accepts Nano-SIM and
Nano-SIM. Connectivity options include Wi-Fi, GPS, Bluetooth, NFC, USB OTG, USB
Type-C, 3G and 4G (with support for Band 40 used by some LTE networks in India). Sensors
on the phone include Face unlock, Fingerprint sensor, Compass/ Magnetometer, Proximity
sensor, Accelerometer, Ambient light sensor, Gyroscope and Barometer. Excellent build
quality and compact design Stereo speakers Good battery life Snappy allround performance
,Very good rear camera ,Vivid HDR display are its main pros. The phone attracts the the top
business class who really goes for premium flagship phones and the EMIs are available from
6 to 36 months with Rs 5000 down payment.

OPPO

Oppo F9 smartphone was launched in August 2018. The phone comes with a 6.30-inch
touchscreen display with a resolution of 1080 pixels by 2340 pixels. Oppo F9 price in India
starts from Rs. 17,699.The Oppo F9 is powered by 2GHz octa-core processor and it comes
with 4GB of RAM. The phone packs 64GB of internal storage that can be expanded up to
256GB via a microSD card. As far as the cameras are concerned, the Oppo F9 packs a 16-
megapixel (f/1.8) + 2-megapixel (f/2.4) primary camera on the rear and a 16-megapixel front
shooter for selfies.The Oppo F9 is powered by a 3500mAh. It measures 156.70 x 74.00 x
7.90 (height x width x thickness) and weighs 169.00 grams.The Oppo F9 is a dual SIM (GSM
and GSM) smartphone that accepts Nano-SIM and Nano-SIM. Connectivity options include
Wi-Fi, GPS, USB OTG, Micro-USB, 3G and 4G (with support for Band 40 used by some
LTE networks in India). Sensors on the phone include Fingerprint sensor, Compass/
Magnetometer, Proximity sensor, Accelerometer and Ambient light sensor. The midrange
flagship killer is priced about 17699 and the available EMIs are from 6 to 18 months with no
down payment makes it a most selling phone.

Oppo F7 smartphone was launched in March 2018. The phone comes with a 6.23-inch
touchscreen display with a resolution of 1080 pixels by 2280 pixels at a PPI of 405 pixels per
inch. Oppo F7 price in India starts from Rs. 19,600.The Oppo F7 is powered by octa-core
(4x2GHz + 4x2GHz) processor and it comes with 4GB of RAM. The phone packs 64GB of
internal storage that can be expanded up to 256GB via a microSD card. As far as the cameras
are concerned, the Oppo F7 packs a 16-megapixel (f/1.8) primary camera on the rear and a
25-megapixel front shooter for selfies.The Oppo F7 is powered by a 3400mAh non
removable battery. It measures 156.00 x 75.30 x 7.80 (height x width x thickness) and weighs
158.00 grams.The Oppo F7 is a dual SIM (GSM and GSM) smartphone that accepts Nano-
SIM and Nano-SIM. Connectivity options include Wi-Fi, GPS, Bluetooth, USB OTG, FM,
3G and 4G (with support for Band 40 used by some LTE networks in India). Sensors on the
phone include Fingerprint sensor, Compass/ Magnetometer, Proximity sensor,
Accelerometer, Ambient light sensor and Gyroscope. The available EMIs ranges from 6 to 24
months with Rs 2000 down payment.

Nokia
Nokia 7.1 is the latest offering from Nokia brand licensee HMD Global. Successor to last
year’s Nokia 7. Key highlights of the smartphone include a 19:9 PureDisplay with HDR
support a notch up top, a Snapdragon 636 SoC, fast charging USB Type-C, dual rear camera
setup with Zeiss optics, and an Android Pie upgrade coming next month. The Nokia 7.1 is
also part of the Android Enterprise Recommended range, which ensures that the phone will
receive monthly security updates within 90 days of release, for a minimum of three years.
Nokia 7.1 price ranges from Rs. 24,400 to Rs. 29,500. In terms of optics, the Nokia 7.1 bears
a vertically aligned pair of dual rear camera setup that consists of a 12-megapixel primary
sensor, with autofocus and f/1.8 aperture, and a 5-megapixel secondary sensor with fixed
focus and f/2.4 aperture. The company is also touting two-phase detection and Zeiss optics
for the rear camera setup, apart from EIS. On the front, the handset sports an 8-megapixel
fixed focus sensor with f/2.0 aperture and 84-degree field-of-view. There is a 3,060mAh non-
removable battery under the hood with 18W fast charging, delivering 50 percent charge in 30
minutes.Connectivity options on the Nokia 7.1 include 4G LTE, Wi-Fi 802.11ac, Bluetooth
v5.0, GPS/ A-GPS, GLONASS, NFC, USB Type-C, and a 3.5mm headphone jack. Sensors
onboard the smartphone include accelerometer, ambient light sensor, electronic compass,
gyroscope, proximity sensor, and a rear-mounted fingerprint sensor. Dimensions are
149.7x71.19x7.99mm and weight is 159 grams. The down payment for redmi note 5 pro is Rs
3000 and the available EMIs are for a period of 6 to 36 months.

Nokia 3.1 smartphone was launched in May 2018. The phone comes with a 5.20-inch
touchscreen display with a resolution of 720 pixels by 1440 pixels. Nokia 3.1 price in India
starts from Rs. 9,594*.The Nokia 3.1 is powered by octa-core processor and it comes with
2GB of RAM. The phone packs 16GB of internal storage that can be expanded up to 128GB
via a microSD card. As far as the cameras are concerned, the Nokia 3.1 packs a 13-megapixel
primary camera on the rear and a 8-megapixel front shooter for selfies.The Nokia 3.1 is
powered by a 2990mAh. It measures 146.25 x 68.65 x 8.70 (height x width x thickness) and
weighs 138.30 grams.Connectivity options include Wi-Fi, GPS and Bluetooth. Sensors on the
phone include Compass/ Magnetometer, Proximity sensor, Accelerometer, Ambient light
sensor and Gyroscope.The IPS LCD screen is further protected by Corning Gorilla Glass,
which protects it from minor scratches and knocks.Under the hood, this Nokia smartphone is
powered by a pair of quad-core Cortex A53 processors which clock speeds of 1.5-GHz and 1-
GHz each. chipset of MediaTek MT6750 and is assisted by a GPU of Mali-T860 MP2.
Multitasking is taken care of by 2GB RAM. Due to the budget pricing and quality this phone
is popular among all age groups. Comparing with the other models this phone has low spects
making popular among old aged people who doesn’t really care about the cameras and high
performance. This phone has got decent build quality making it poplar among all ages.
Different EMI schemes are available for this phone. The down payment for Nokia 3.1 is Rs 2000
and the available EMIs are for a period of 6 to 12 months.

Lenovo

Lenovo K8 Plus smartphone was launched in September 2017. The phone comes with a 5.20-
inch touchscreen display with a resolution of 1080 pixels by 1920 pixels. Lenovo K8 Plus
price in India starts from Rs. 6,763*.The Lenovo K8 Plus is powered by 2.5GHz octa-core
processor and it comes with 3GB of RAM. The phone packs 32GB of internal storage that
can be expanded up to 128GB via a microSD card. As far as the cameras are concerned, the
Lenovo K8 Plus packs a 13-megapixel primary camera on the rear and a 8-megapixel front
shooter for selfies.The Lenovo K8 Plus is powered by a 4000mAh non removable battery. It
measures 147.90 x 73.70 x 8.99 (height x width x thickness) and weighs 165.00 grams.The
Lenovo K8 Plus is a dual SIM (GSM and GSM) smartphone that accepts Nano-SIM and
Nano-SIM. Connectivity options include Wi-Fi, GPS, Bluetooth, USB OTG, FM, 3G and 4G
(with support for Band 40 used by some LTE networks in India). Sensors on the phone
include Compass/ Magnetometer, Proximity sensor, Accelerometer, Ambient light sensor and
Gyroscope. The budget pricing of this phone attracts customers with low budget for
smartphones. It is one of the most best selling entry level smartphones available. The EMIs
are available from 2 to 6 months with no down payment.

Lenovo S5 Pro smartphone was launched in October 2018. The phone comes with a 6.20-
inch touchscreen display with a resolution of 1080 pixels by 2246 pixels.The Lenovo S5 Pro
is powered by 1.8GHz octa-core processor and it comes with 6GB of RAM. The phone packs
64GB of internal storage that can be expanded up to 128GB via a microSD card. As far as the
cameras are concerned, the Lenovo S5 Pro packs a 20-megapixel (f/1.8) + 12-megapixel
(f/2.6) primary camera on the rear and a 20-megapixel front shooter for selfies.The Lenovo
S5 Pro is powered by a 3500mAh. It measures 154.50 x 75.45 x 7.70 (height x width x
thickness) and weighs 170.00 grams.The Lenovo S5 Pro is a dual SIM (GSM and GSM)
smartphone that accepts Nano-SIM and Nano-SIM. Connectivity options include Wi-Fi,
GPS, Bluetooth, USB Type-C, 3G and 4G (with support for Band 40 used by some LTE
networks in India). Sensors on the phone include Face unlock, Fingerprint sensor, Compass/
Magnetometer, Proximity sensor, Accelerometer, Ambient light sensor and Gyroscope. The
price of the phone is about 13700 and attracts customers of all age groups. The EMIs are
available from 3 to 12 months with RS 1000 as down payment.

LG
LG G7 One smartphone was launched in August 2018. The phone comes with a 6.10-inch
touchscreen display with a resolution of 1440 pixels by 3120 pixels. The LG G7 One is
powered by 2.45GHz octa-core processor and it comes with 4GB of RAM. The phone packs
32GB of internal storage that can be expanded up to 2GB via a microSD card. As far as the
cameras are concerned, the LG G7 One packs a 16-megapixel (f/2.2) primary camera on the
rear and a 8-megapixel front shooter for selfies. The LG G7 One is powered by a 3000mAh.
It measures 153.20 x 71.90 x 7.90 (height x width x thickness) and weighs 156.00 grams.
Connectivity options include Wi-Fi, GPS, Bluetooth, NFC, USB Type-C and FM. Sensors on
the phone include Fingerprint sensor, Proximity sensor, Accelerometer and Ambient light
sensor. The available colour options are New Aurora Black and New Moroccan Blue. The
price of the smart phone is about Rs28000 making it a midrange killer. The available EMIs
are for a period of 8 to 12 months with no down payment
1.4) SCOPE AND IMPORTANCE OF THE STUDY

Mobile phones are the electronics devices that are commonly found in every sector in the
present time. These have brought a paradigm shift in the corporate world and brought a lot of
innovative things for the users. Mobile devices are used for both personal and professional
purposes. A lot of advanced features have been added in the gadgets which are coming these
days.

On the whole, mobile devices are the wonderful gadgets that have changed the lives of
human beings. These help in connecting people from different parts of the world. In fact,
many business projects are run with the help of these amazing electronics devices. Many
other innovative and unseen features are expected to be added in them in near future which
will further increase the significance of mobile phones.

Presently, the use of mobile apps can be seen in areas such as communication, education,
cooking, social media, shopping, business (money making), matrimony, and banking. On
daily basis individuals seek for updated

versions of these apps. The newly added features and introduced technologies provided by
the phones are influencing the people's day to day life.

Cell phones have become a necessity for many people throughout the world. The ability to
keep in touch with family, business associates, and access to email are only a few of the
reasons for the increasing importance of cell phones. Today's technically advanced cell
phones are capable of not only receiving and placing phone calls, but storing data, taking
pictures, and can even be used as walkie talkies, to name just a few of the available options.

When cell phones were first introduced to the public, they were bulky, expensive, and some
even required a base unit that had to be transported along with the phone. Good reception was
a major problem and in general, early cell phones could only be used in certain locations
were the signal was particularly strong. As cell phone technology advanced, the difficult in
using them became less of a problem. Today, cell phone reception has improved greatly due
to the use of satellites and wireless services. As cell phones improved and became simple to
use, the importance of cell phones increased accordingly.

Cell phones are the perfect way to stay connected with others and provide the user with a
sense of security.

In the event of emergency, having a cell phone can allow help to reach you quickly and could
possibly save lives. However, the importance of cell phones goes way beyond personal
safety. Modern cell phones are capable of internet access, sending and receiving photos and
files, and some cell phones are equipped with GPS technology, allowing for use in most
locations around the world and allowing the cell phone to be found or the user located in the
event of loss or emergency.

Cell phone reception has become reliable and of high quality due to advances in wireless
technology. Wireless service providers offer excellent packages and promotions for cell
phone users. Finding a dependable service provider is no longer an issue for cell phone users.
The expansion of the wireless service provider industry gives cell phone users a choice and
the increased competition has caused a drop in prices of wireless cell phone service. The
importance of cell phones goes way beyond the ability to make or receive phone calls. Cell
phone users can instantly send data to the home or office, check for important email, use their
cell phone as a PDA or calendar, and store photos which can be easily transferred to a PC or
laptop computer.

The importance of cell phones has increased the competition in the wireless service provider
industry, making cell phones very affordable and very easy to use. Cell phones have become
almost a status symbol in addition to the convenience and security that comes from owning
them.
1.5) OBJECTIVES OF THE STUDY

The primary objectives was to study the perception and buying behavior of people towards
various mobile bands.

The secondary objectives of the study were to identify;

• To know about the preference level associated with different mobile phones.

• To find out the satisfaction levels towards the various mobile phones.

• Major features, which a customer looks for in a mobile before making a purchase.

• Factors that influence decision making in purchasing a mobile phone.

• To know which advertisement media puts more impacts on the buying decision of students.

• Factors which help in increasing the sale of mobile phones.

 CHAPTER-2
RESEARCH
METHODOLOGY
RESEARCH
Research means search for knowledge. It aims at discovering the truth .It is an essential and
powerful tool in leading men towards progress .It is an original contribution to the existing
stock of knowledge .It is an original contribution to the existing stock of knowledge. It is
undertaken to discover answers to questions by applying scientific method. It is the search for
knowledge through objectives and systematic method of solution to problems. Therefore
reach is a process of systematic and in depth study or search of any particular topic, subject or
area of investigation backed by collection computation, presentation and interpretation of
relevant data.

Research comprises of defining and redefining problems, formulating hypothesis, collecting,

organizing and evaluating data, making deductions and research conclusions to determine
whether they fit the formulating of hypothesis.

RESEARCH METHODS
Research methods mean all those methods and techniques that are used for conducting
research. So they are methods used by researchers for performing research. Research method
, helps in arriving at solutions by relating available data with unknown aspects of the
problem. In any research, different methods are used to arrive at the results of the study
conducted. These methods depends on aims, objectives, means and the subject matter of
research. Methods of research are the ways in which data are collected, classified, hypothesis
framed and tested and the laws formulated. The various methods used for research studies are
Quantitative methods(statistical methods), library method, experimental method, survey
method, comparative method, historical method etc…. While discussing various research
methods, we can group them in three categories They are,

i. Those research methods which are concerned with the collection of data as the data
available are not sufficient for arriving at conclusions
ii. Those research methods which are used for establishing relationship between the
data and the unknown
iii. Those research methods which are used to evaluate the accuracy of the results
obtained.

RESEARCH METHODOLOGY
Research Methodology is a science. It is a method that can be used to solve the research
problems. It helps in studying how research is done scientifically. Research Methodology
provides various steps that can adopted by the researcher in studying his research problems
.Research methodology has many dimensions. The scope of reach methodology is wider than
that of research methods.
TOPIC: “A COMPARITIVE STUDY ON BRAND PREFERENCE OF
MOBILE PHONES”

RESEARCH DESIGN
A Research design is purely and simply the framework for the study that guides the collection
and analysis of data. It is a blue print that is followed in completing a study.

POPULATION
Universe refers to the total of items or units in any field of inquiry, whereas population refers
to the total items about which information is desired. Quite often there may not any
difference between population and universe and such the two terms are taken as
interchangeable .In this study population is the MOBILE SHOWROOMS in Pathanamthitta
district.

SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.
Sample design may as well lay down the number of items to be included in the sample. That
is, from the total population, a few items are selected which represents the whole population.

SAMPLE
A finite subset of population, selected from it with the objectives of investigating its
properties is called a sample of that population. A sample is a representative part of the
population.

SAMPLE SIZE
Sample size is the number of samples which is selected for the purpose of collecting
information’s for the study samples. The selected sample is 50.

SAMPLE AREA
Sampling area of the study is Pathanamthitta District.

RANDOM SAMPLING
Random sampling is a procedure for sampling from a population in which (a)the selection of
a sample unit is based on chance and (b)every element of the population has a known,Non-
zero probability of being selected.

DATA COLLECTION TOOLS

The various tools used for collecting the data are as follows:
• Questionnaire:

Questionnaires refer to forms filled in by respondents alone. Questionnaires were handed to

the respondents in field and ask them to fill it. This method can be adopted for the entire
population or sampled sectors.

o Primary data

Data regarding the study of satisfaction among customers are procured directly from the
customers through a structural question redistributed to them.

o Secondary data

The secondary data for conduction the study were collected from various books, records,
journals, newspaper and the internet

DATA PRESENTATION TOOLS

• Table

Tables are used to present numerical data in a wide variety of publications from newspapers
, journals and textbooks to the side of grocery packets. They are the format in which most
numerical data are initially stored and analyzed and are likely to be the means you use to
organize data collection during experiments and dissertations research.

• Graph

Graph is a good means of describing, exploring or summarizing numerical data because the
use of visual images can simplify complex information and help to highlight pattern and
trends in the data .There are many different types of graph are available and a critical issue is
to ensure that the graph type selected is most appropriate for the data. Graph used for
presentation are pie charts and bar charts.

Ø Bar chart : Bar chart are one of the most commonly used type of graph and are used to
display and compare the numbers ,frequency or other measures for the different discreet
categories or groups. The graph is constructed such that the height or length of the different
bars is proportional to the size of the category they represent. The Bars can be drawn either
vertically or horizontally depending upon the number of categories and length or complexity
of the category tables.

DATA ANALYSIS TOOL

The tool for analyzing the data is used for the study is:

Percentage method: The percentage is used for making comparison between two or more
series of data. It is used to classify the opinion of the respondent for different factors. It is
calculated as. Percentage analysis= No. of respondents/Total No. of respondents*100
SOFTWARE USED
• Microsoft Office Word: Microsoft Office Word helps to produce professionallooking
documents by providing a comprehensive set of tools for creating and formatting the
document in a new interface. Rich review, commenting, and comparison capabilities help to
quickly gather and manage feedback from colleagues. Office Word provides editing and
reviewing tools for creating polished documents more easily than ever before.

• Microsoft Excel: Microsoft Office Excel provides powerful tools and features that you can
use to analyze, share, and manage your data with ease. We have to handle various types of
data and deals with numerous calculations .Sometimes the output required in the forms of
columns and rows. A spreadsheet can solve these problems and it can comprise data in rows
and columns. A spread sheet may be termed as software package which facilitates in doing
calculations, graphic works, analysis, formulation manipulation etc.

PERIOD OF THE STUDY The project was a detailed study on the topic “A
COMPARITIVE STUDY ON BRAND PREFERENCE OF MOBILE
PHONES” was successfully completed within the time period of one month with the
guidance and support from the project guide.

LIMITATIONS OF THE STUDY

1) Time factor was the main limitation for the study as the project was restricted to small
period.
2) The sample taken for the research is only for 50 respondents due to time constraints
3) The topic under the study is vast and requires much information but the information
availability was limited.
4) Findings and conclusions are drawn on the basis of the sample. So it may have the
information of sample study.
5) The project has to be completed within a short period of time.
.

CHAPTER-3
DATA ANALYSIS
AND FINDINGS
➢ Sex ratio of the respondents

Particulars Number Percentage (%)

Male 28 56
Female 22 44

60

50

40

30 Percentage of respondents
Number of the respondent
20

10

0
Males Females

INTERPRETATION:
The graphical representation of the table shows that out of the 50 respondents’ 28 were Males
and 22 are Females
➢ State which mobile phone are mostly preferred

SL.NO: Name of the mobile Number of Percentage of

phones respondents respondents
1 Xiaomi 31 62
2 Samsung 7 14
3 Oppo 4 8
4 Nokia 4 8
5 Lenovo 3 6
6 LG 1 2
Total 50 100

70

60

50

40
No.of respondents
30 Percentage of repondents

20

10

0
Xiaomi Samsung Oppo Nokia Lenovo LG

INTERPRETATION:

Out of 50 respondents 31 are using Xiaomi. 7 are using Samsung. 4 are using Oppo.
4 are using Nokia. 3 are using Lenovo. and 1 using LG.
➢ Would you like to change your mobile phone model :

Particulars Number Percentage(%)

YES 28 56
NO 22 44

60

50

40

30 NO. of respondents
Average of the respondents
20

10

0
YES NO

INTERPRETATION :
The graphical representation of the table shows that out of 50 respondents 28 were like to
change their mobile phones and 22 of them are doesn’t like to change.
➢ Reason for changing their mobile phones:

SL.NO Reason for change Number of Percentage of

respondents respondents
1 Functions 12 42.85
2 Service 8 28.57
3 Appearance 3 10.72
4 Age 3 10.72
5 Others 2 7.14
TOTAL 28 100

45

40

35

30

25
No. of respondent
20 No. percentage
15

10

0
Functions Service Appearance Age Others

INTERPRETATION:
Out of 50 respondents 28 are willing to change their mobile phones at the given time the
cause of which differs but is dominated by the out dated functions of their presently owned
mobile phones which is the reason for approximately 43% of the people who want to change
their cell phones.
➢ Since how long have you been using your mobile phone :

SL.NO Time period of using No.of the Percentages of

mobile phones respondents respondents
1 Less than one year 10 20
2 1-2 year 15 30
3 2-4 year 11 22
4 Above 4 year 14 28
TOTAL 50 100

35

30

25

20
No. of respondents
15
Percentage of respondents

10

0
Less than one 1-2 year 2-4 year Above 4 year
year

INTERPRETATIONS:
Out of 50 respondents 10 are using for less than 1 year, 15 are using for 1-2 years, 11 are
using 2-4 years, 14 are using above 4 years.
➢ What will you be willing to pay for a mobile phone by respondents:
Particular Number Percentage
Less than 10000 28 56
10000 to 20000 17 34
20001 to 40000 3 6
Any Amount 2 4
TOTAL 50 100

60

50

40

30 Number
Percentage
20

10

0
Less than 10000 10000 to 20000 20001 to 40000 Any ***

INTERPRETATION:
The graphical representation shoes that out of 50 respondents 28 respondents were willing to
spend less than 10000, 17 were willing to 10000-20000, 3 were willing to pay between
20000-40000 and rest were ready to pay any amount.
➢ Consider the TV advertisement you like most .what brand is its
promoting by:

Particulars Number Percentage(%)

Xiaomi 24 48
Samsung 9 18
Oppo 8 16
Nokia 5 10
Lenovo 3 6
LG 1 2
TOTAL 50 100

60

50

40

30 Number
Percentage
20

10

0
Xiaomi Samsung Oppo Nokia Lenovo LG

INTERPRETATION:
Out of 50 respondents 24 like Xiaomi advertisements most 9 like the Samsung, 8likes
Oppo, 5 likes Nokia, 2 likes Lenovo and1 like LG.
 FINDINGS

The state of the research show that a majority of the Indian customers go for the Xiaomi
Mobile phones whereas the least preferred brand is LG. Mostly customers use their mobile
phone for a time period of about one or two years. The most desirable price range among the
customers is amount 10,000/- . The appearance of the mobile phone its price range and the
advertisement are the best possible ways of catching the eye of the customers and the finest
was to advertise your new or existing product is though television as it reaches to the bulk of
the population.

• Xiaomi is the favorable brand of the masses and is clear winner of the brand preference
test. But the least preferred brand is LG
• 30% of the customers change their mobile phones within 1 to 2 years.
• 30% of the customers have been using their mobile phones for the last 1 or 2 years.
• 56% of the customers want to buy a mobile phone priced around 10,000/-
• The most age catching advertisements are of Xiaomi and Samsung.
• Mostly customers use the mobile phones for talking, SMS, and for using the GPRS
function.
• Hands free, Bluetooth, Data cable are the accessories mostly used.
• Only a hands free of people is aware of the newly launched 3G function.
• A major bulk of the customers watch the advertisement on television.
• Story, Celebrities and the music are the important factor in advertisement.
• The main problems found by LG users is after sales services and the persists hanging
problems.
 CHAPTER-4
CONCLUSION
 CONCLUSION
The study is conducted to find out the brand preference of mobile phones among peoples.
Most of the respondents are prefer about the brand and they are satisfied with “XIAOMI
PHONES” and the people’s are least preferring brand is LG. It is concluded that of people’s
are highly satisfied with(Xiaomi)their service and applications provided by the company.
 BIBLIOGRAPHY

1. Philip Kotler “Marketing Management”, Yamuna Publications, Thiruvanthapuram

2. Wikipedia-Mobile communication profile
 QUESTIONNAIRE
BRAND PREFERENCE OF MOBILE PHONES
1. Name :
2. Gender: Male : Female:
3. Age:
4. Do you use a mobile phone?

(A).YES

(B). NO

5. If yes, Which mobile phone are you using?

(A).Xiaomi

(B). Samsung

(C).Oppo

(D). Nokia

(E).Lenovo

(F).L G

6. Which among the following mobile company do you prefer the most?

(A).Xiaomi

(B).Samsung

(C).Nokia

(D).Others

7. Which feature do you like the most in your mobile phone?

(A).Screen size

(B).Storage

(C).Battery capacity

(D).Others
8. Are you using costlier mobile phones?

(A).Yes

(B).No

9. If Yes, range between

(A) 1000-10000

(B) 10000-20000

(C) 20000-30000

(D) Above 30000

10. Are you satisfied with the various services provided by mobile company?

(A) Highly satisfied

(B) Satisfied

(C) Neutral

(D) Not Satified

11.If you want to change your current mobile will you purchase the same brand again?

(A) Yes

(B) No

12. How do you rate your mobile brand?

(A) Excellent

(B) Good

(C) Satisfactory

(D) Poor

13. Any suggestion to improve the brand image of your brand?