Consumer preference

A Comparative Study on Different

Mobile Operating Systems

A Project Report Submitted in partial fulfillment of requirement for the Degree of B.Com
Honours in Accounting & Finance under the University of Calcutta.
 Topic of the study
Consumer preference

Title of the project

Consumer Preference - A comparative study on different
Mobile operating systems

Submitted by

Name : Bishal Gupta

C. U. Registration Number : 224-1121-3497-15

C. U. Roll Number : 1224 - 61 - 0105

College Details of the Student

College Roll Number : 307

Shift : Evening

Supervised by

Name of the Supervisor : Prof. Pijush Kanti Basu

College Name : Seth Anandram Jaipuria College

Month & year of Submission

March, 2018
 ACKNOWLEDGEMENT

It gives me immense pleasure to present this project on “Consumer preference – A

comparative study on different mobile operating systems” carried out in partial
fulfillment of requirement of B.com part –III (Honours) study. No work can be carried
out without the help and guidance of various persons. I am happy to take this
opportunity to express my gratitude to those who have been helpful to me in
completing this project report. At the outset I would like to thank our Principal Dr. Asok
Mukhopadhay, our Head of the Department Prof. Anil Kumar Saha and my Supervisor
Prof. Pijush Kanti Basu, for their valuable advices and guidance during my project
completion, also for timely help concerning various aspect of project. I would be falling
in my duty if I do not express my deep sense of gratitude to my parents without whom I
cannot complete my project work.

CONTENTS:

Chapter—1—INTRODUCTION 1-7
 A. Background of the Study 2
B. Literature review of the Study 4
C. Objectives of the Study 5
D. Methodology of the Study 6
E. Limitation of the Study 6
F. Chapter planning 7

Chapter—2—CONCEPTUAL FRAMEWORK 8-14

A. Description of terminologies 9
B. International & national scenario 11

Chapter—3—PRESENTATION OF DATA ANALYSIS & FINDINGS 15-35

A. Tabular & diagrammatic presentation with interpretation 16
B. Findings 35

Chapter—4—CONCLUSION & RECOMMENDATION 36-37

A. Conclusion 37
B. Recommendation 37

Chapter—5—BIBLIOGRAPHY 38-39
Reference of book articles and websites 39

Chapter—6—ANNEXURE 40-45
A. Questionnaire 41
B. Supervisor’s Certificate 44
C. Students declaration 45
 Chapter - 1

INTRODUCTION

A. BACKGROUND OF THE STUDY

In today’s world, everybody from a lay man to an industrialist is using a mobile phone. Therefore, it becomes a
challenging factor for the mobile industries to provide best features and easy to use interface to its customer.
Due to rapid advancement of the technology, the mobile industry is also continuously growing. India had
almost 350 million mobile subscribers (including GSM and CDMA) in early 2008; this number of subscribers
crossed 1019.5 million in May 2017. So, the key changes in operating systems as per the requirement of the
consumers are very necessary for the industrialists to grab the relevant market. The operating system models
are compared based on the parameters like user interfaces, processors, memory utilization, security, power
management, connectivity, cross plat-forming, cloud readiness and, execution of software on diversified
hardware components and as a development platform. These parameters are indicative for exploring a mobile
operating system which is user friendly and helpful for the developer. The topic of research here is “Consumer
Preference - A comparative study on different mobile operating systems” on the basis of Features,
Quality, price and other aspects in the region of Kolkata (north). So the project is to study the preference of the
consumer towards different mobile operating systems. There are many operating systems for mobile phones
available in India viz. Android, Symbian, iOS, Windows, and Blackberry. But our research topic in this project is
on Android, iOS and Windows.

Introduction to mobile operating systems

1. Android:

Android OS is a Linux based operating system developed for using in mobile devices such as smartphone and
tablet PCs. After Google bought the original developers of Android OS, Android Inc in 2005, they currently own
Android OS and release it as open source under Apache license. As on may, 2017 over 2 billion android
devices are activated every month.

 Developer: Google, open handset alliance

 Initial release: 23rd September, 2008
 Written in: Java (UI); C (core), C++
 Latest version: 8.1.0 Oreo (5th December, 2017)
 Number of apps: over 2.8 million
 Marketing target: Smartphones, tablet computers, android TV, android auto, android wear.
 Available in: 100+ languages
 Official website: www.android.com

2
2. iOS:
iOS (formerly iPhone OS) is Apple’s mobile operating system. It was developed for iPhone, but later extended
support for iPad and Apple TV iOS root comes from Mac OS X, hence it is UNIX based OS. Like other OS, iOS
is frequently updated starting from iOS version 4.0. As on march, 2017 there were more than 700 million active
iOS devices in the world.
 Developer: Apple Inc.
 Initial release: 29th June, 2007
 Written in: C, C++, objective-C, Swift
 Latest version: 11.2.6 (15D100) (19th February, 2018)
 Number of apps: over 2.2 million
 Marketing target: Smartphones, tablet computers, portable media players
 Available in: 40 languages
 Official website: https://www.apple.com/ios/

Home screen of iPhone iOS X

3
3. Windows:
Windows phone is a family of mobile Operating Systems developed by Microsoft for mobile devices. This
comes with a metro interface and integrates operating system and 3rd part services to work with the device
where it is installed. This is definitely a mobile OS to look out for the future. Microsoft have partnered with
some big names such as Nokia, HTC, Samsung, LG, Dell etc for using Microsoft Phone. Windows phone now
allows selling and buying applications in 35 countries.

 Developer: Microsoft Corporation

 Initial release: 21st October, 2010
 Written in: C, C++
 Latest version: 1709 (10.0.15254.248) (14th February, 2018)
 Number of apps: over 669000
 Marketing target: smartphones, tablets computers
 Available in: 130 languages
 Official website: www.microsoft.com

B. LITERATURE REVIEW

1. “A Study on: Attitude of Indian Customers towards smartphones of Android and Windows
Version” Prepared by Prasad S, Department of Marketing, Regional College of Management,
Odisha, India. It states that People diverted from Windows Phone towards low-cost Android for more
user friendly OS.
2. “Apple Vs Android — a comparative study 2017” Prepare by Moon Techno labs Pvt. Ltd., states that In
terms of User Interface and experience, Apple seems to clearly top the charts, followed closely by Android
at the second place.
3. “A study on Microsoft’s activities” Prepared by Daniel Rubino, states that windows phone’s
market share is very poor worldwide. But it is very famous in some part of the world as well.
4. “Android vs. iOS vs. Windows Mobile: Which OS is best?” Prepared by Max Parker, states that iOS
has better apps, great support for other Apple devices and an easy to use user interface.

4
C. OBJECTIVE OF THE STUDY:
It is worth nothing that consumer buying behavior is studied as a part of marketing and its main objective it to
learn the way how the individuals, groups or organizations chose, buy use and dispose the goods and the
factors such as their previous experience, price, quality, specification and branding on which the consumers
base their purchasing decisions. The main objectives of this study are as follows:-

i. To study the consumer preferences in choosing their preferred mobile operating system of their
phones, among apple’s iOS, Google’s android, Microsoft’s windows phone OS and others.
ii. To study what factors are attracting the consumer preference and what factors are affecting the
choice of consumers in choosing their preferred mobile operating systems.
iii. To study whether they are self assist or influenced by others in choosing their preferred mobile
operating system.
iv. To study the factors what consumers expect from their preferred mobile operating system.
v. To compare between selected mobile operating systems of a phone according to their buyer’s
gender, age, income slab, occupation and other aspects.
vi. To study that how much money the consumer wants to spend on a mobile phone.
vii. To study the effect of advertisement on choosing mobile operating systems.
viii. To study the consumer satisfaction.

Home screen of android Oreo 8.0

5
D. METHODOLOGY OF THE STUDY:
Sampling Technique Used:
This research has used convenience sampling technique.
Convenience sampling technique:
Convenience sampling is used in exploratory research where the researcher is interested in getting an
inexpensive approximation of the truth. As the name implies, the sample is selected because they are
convenient.
Selection of sample size:
For the study, a sample size of 50 has been taken into consideration.
Area of the study:
West Dumdum, Centre and South Sinthee, Chiriamore
Sources of data collection:
Research will be based on two sources:
1. Primary Data
2. Secondary Data
1) Primary Data:
Questionnaire: Primary data was collected by preparing questionnaire and the people were randomly being
requested to fill them.
2) Secondary Data:
Secondary data will consist of different literatures like books which are published, articles, internet, and
websites.
Statistical tools used:
 Questionnaire
 Pie Charts
 Bar Charts
 Column Chart
 Line Chart
 Doughnut Chart
Method of Analysis:
Study about the consumer preference of mobile operating systems with the help of Questionnaires.

E. LIMITATIONS OF THE STUDY

 The study was confined to some areas of Kolkata only. The behavior of consumers may not be same in
all over India.
 Chances of some biasness could not be eliminated.
 Time was the major constrain. Only limited sample size (50) was possible for such a vast research in a
limited period of time.
 Interaction with the respondents was also limited due to their busy work.
 Only 19 questions have been asked to the people.
 Due to the changing life style and preferences, it was not necessary that they will consume same
product every time.
 There was a chance that respondent will make assumptions while filling the questionnaire.
 The collected information in relevance to this project is very much depended on the date in which it was
collected. These information may change while submission of the project.
6
F. CHAPTER PLANNING:
 CHAPTER 1 is INTRODUCTION, in which I have discussed background of the topic, justification of the
study, literature review of the study, objectives of the study, methodology of the study. There are also
some limitations of the study which has also been discussed in chapter 1.

 CHAPTER 2 is CONSEPTUAL FRAMEWORK, in which I have discussed the introduction of the topic;
Brand preference, terminologies based on objectives and national scenario.

 CHAPTER 3 is PRESENTATION OF DATA, ANALYSYS AND FINDINGS, in which there are some
data presentation based on questionnaire with the help of bar charts, pie charts etc. In this chapter I
have also discussed the findings.

 CHAPTER 4 is CONCLUSIONS AND RECOMENDATION, in which I have showed the conclusions

which has overcome and recommendations that will be useful in future.

 CHAPTER 5 is BIBLIOGRAPHY.

 CHAPTER 6 is for ANNEXURE including questionnaire, student declaration and supervisor’s

certificate.

Home screen of windows 10

7
 Chapter - 2

CONCEPTUAL
FRAMEWORK

8
A. Description of Terminologies
Consumers and Customers:
The term consumer refers to one who pays to consume goods and services produced. As such, consumers
play a vital role in the economic system of a nation. Without consumer demand, producers would lack one of
the key motivations to produce: to sell to consumers. The term “customer” it typically used to refer to someone
who regularly purchases from a particular store or company. Thus, a person who uses Shopping Mall or who
uses Texaco gasoline is viewed as a customer of these firms.

Consumer behavior:
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select,
secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. It is
also concerned with the social and economic impacts that purchasing and consumption behavior has on both
the consumer and wider society. Consumer behavior blends elements from psychology, sociology, social
anthropology, marketing and economics, especially behavioral economics. It examines how emotions, attitudes
and preferences affect buying behavior, characteristics of individual consumers such as personality lifestyles
and behavioral variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide
referrals in an attempt to understand people's wants and consumption are all investigated in formal studies of
consumer behavior.

Brand preference:
Brand preferences represent a fundamental step in understanding consumer choices. It is a marketing term
meaning a consumer likes one thing over another. For instance, a trend may indicate consumers prefer using
debit cards over credit cards to pay for goods. A deeper understanding of such preference dynamics can help
marketing manager to design better marketing program and build a long term relationship with consumers.
Companies rely on surveys, information and data in order to customize products and services based upon
consumer references, according to Cambridge Online Dictionaries. Despite the existence of some studies
investigating how brand preference is built and changed, most of them focus on examining factors from
consumer behavior perspective or advertising perspective.

Marketing strategy:
Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive
advantage. Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and
selection of Market-oriented strategies and therefore contributes to the goals of the company and its Marketing
objectives.

Customer satisfaction:
Customers are always aiming to get maximum satisfaction from the products or services that they buy.
Winning in today’s market place entails the need to build customer relationship and not just building the
products; building customer relationship means delivering superior value over competitors to the target
customers. Whether an organization provides quality services or not will depend on the customers’ feedback
on the satisfaction they get from consuming the products, since higher levels of quality lead to higher levels of
customer satisfaction. (Kotler & Keller. 2009)

9
Brand image:
Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of
associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of
beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is
the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and
not just a mental image. Brand image is nothing but an organization’s character.

Advertisement effectiveness:
Advertising effectiveness pertains to how well a company's advertising accomplishes the intended. Small
companies use many different statistics or metrics to measure their advertising effectiveness. These
measurements can be used for all types of advertising, including television, radio, direct mail, Internet and
even billboard advertising. A company's advertising effectiveness usually increases over time with many
messages or exposures. But certain advertising objectives can be realized almost immediately. (Rick Suttle,
2009)

Brand awareness:
Brand awareness is an Extent to which a brand is recognized by potential customers, and is correctly
associated with a particular product. Expressed usually as a percentage of target market, brand awareness is
the primary goal of advertising in the early months or years of a product's introduction. (Aaker, 1999)

Celebrity endorsement:
Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas
attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common
characteristics cannot be observed, it can be said that within a corresponding social group celebrities generally
differ from the social norm and enjoy a high degree of public awareness. Last but not least, celebrities act as
spokespeople in advertising to promote products and services. (Friedman 1995)

10
B. INTERNATIONAL & NATIONAL SCENARIO
 Popularity of mobile OS country by country

Android

International scenario
Android has a commercial presence all over the world. It is the most used mobile operating system in the
world.
 Android Inc. was founded in Palo Alto, California in October 2003 by Andy Rubin, Rich Miner, Nick
Sears, and Chris White
 The early intentions of the company were to develop an advanced operating system for digital cameras,
and this was the basis of its pitch to investors in April 2004.
 In July 2005,[14] Google acquired Android Inc. for at least $50 million.
 At Google, the team led by Rubin developed a mobile device platform powered by the Linux kernel.
 On November 5, 2007, the Open Handset Alliance, a consortium of technology companies including
Google, device manufacturers such as HTC, Motorola and Samsung, wireless carriers such
as Sprint and T-Mobile, and chipset makers such as Qualcomm and Texas Instruments, unveiled itself,
with a goal to develop "the first truly open and comprehensive platform for mobile devices".
 Since 2008, Android has seen numerous updates which have incrementally improved the operating
system. The first few Android versions were "Cupcake", "Donut", "Eclair", and "Froyo".
 Research Company Canalys estimated in the second quarter of 2009, that Android had a 2.8% share of
worldwide smartphone shipments. This number jumped up to over 75% in 2017.
 Of the 432 million smartphones sold in the last quarter of 2016, 352 million ran Android (81.7 percent)
as their mobile OS.

11
National scenario
Google’s android OS is the most popular mobile operating system in India, having 79.17% market share
which is the highest.
 HTC was the first company to launch Android device named HTC Dream in India on 22nd October
2008, pricing around at rupees 30000. It was the first Linux based Android OS device running on
Android 1.0 with 528 MHz Qualcomm CPU processor, 256 MB ROM, 192 MB RAM and expandable up
to 16GB of micro SD storage.
 By the start of 2010 many mobile companies such as Motorola, Samsung, LG, Sony etc. started to
release their phones in android mobile OS.
 In 2012, chip-maker Intel tied up with Lava android phones to announce the first smartphone in
India with an Intel processor, the Xolo X900.
 Afterwards many Indian companies released android smartphones such as Micromax, Karbon, Intex,
spice etc.
 There were 236.91 million android users in India out of 299.24 million smartphone users in 2017.

iOS
International scenario
Apple’s iOS has a market share of over 14% in the world. It is the second most popular mobile operating
system.
 The operating system was unveiled with the iPhone at the Macworld Conference & Expo on January 9,
2007, and released in June of that year. It was named as "iPhone OS".
 In October 2007, Apple announced that a native Software Development Kit (SDK) was under
development and that they planned to put it "in developers' hands in February". On March 6, 2008,
Apple held a press event, announcing the iPhone SDK.
 The iOS App Store was opened on July 10, 2008 with an initial 500 applications available.
 In January 2010, Apple announced the iPad, featuring a larger screen than the iPhone and iPod
Touch, and designed for web browsing, media consumption, and reading.
 In June 2010, Apple rebranded iPhone OS as "iOS"
 Several products of apple worldwide run the iOS mobile OS, such as apple TV, iPad, iPod touch and
iPhone and only apple has the legal right to use iOS in any of their product.
 Versions of iOS are frequently updated, starting from its first version 1.0. Its latest version was released
in 2017 which is available on “iPhone X”.
12
National scenario
The market share of iOS in smartphone market is 2.61% as per 2017. While android is the most popular
mobile OS in India, apple’s iOS is very much common among the richer people because of its high price.
 Apple's very-first iPhone was never launched in India. The first-generation iPhone was first launched in
the US only.
 In August 2008, the first iPhone to launch in India was iPhone 3G (iOS version 4.2.1).
 In the upcoming years apple also introduced iPad and iPod touch in iOS operating system in India.
 There were over 80 million iOS product users in India in 2017.

Windows phone
International scenario
While the first launch of windows phone OS, it became very popular than other mobile operating systems,
But gradually its good statistics fell down. As of the first quarter of 2017 windows phone OS held just 0.1%
of smartphone users worldwide.
 In 2008, Microsoft reorganized the Windows Mobile group and started work on a new mobile operating
system.
 In 2009 the product was released as Windows Phone, but several delays prompted Microsoft to
develop Windows Mobile 6.5 as an interim release.
 On February 11, 2011, at a press event in London, Microsoft CEO Steve
Ballmer and Nokia CEO Stephen Elop announced a partnership between their companies in which
Windows Phone would become the primary smartphone operating-system for Nokia,
replacing Symbian.
 The first Nokia Lumia Windows Phones, the Lumia 800 and Lumia 710, were announced in October
2011 at Nokia World 2011.
 On September 2, 2013, Microsoft announced a deal to acquire Nokia's mobile phone division outright,
retaining former CEO Stephen Elop as the head of Microsoft's devices operation.
 In 2014 windows phone released its more updated version “8.1”.
 On 17 march, 2016 the latest most advanced version windows phone 10 was released worldwide.
13
National scenario
Microsoft’s windows phone OS is the least popular mobile operating system among android, iOS and
windows phone OS in India, having 0.88% market share.
 In October, 2010 windows mobile first launched in India with operating system windows phone 7.
 The Omnia W, a 3.7-inch Super AMOLED display, a 1.4 GHz single core processor, a 5-megapixel
camera with 720p recording capabilities and HSPA+ connectivity was the first Windows Phone mango
handset to hit Indian shores in 2012.
 Later on Nokia launched the Lumia series of smartphones and tabs with several updated versions of
windows phone OS.
 HTC also launched smartphone with windows phone OS for the first time in 2012.
 After the acquisition of Nokia by Microsoft in 2014, the company rereleased many smartphones but this
time with the name of Microsoft.
 There were 2.64 million windows phone OS users in India out of 299.24 million smartphone users in
2017.

14
 Chapter – 3
PRESENTATION OF
DATA ANALYSIS &
FINDINGS

15
 A. TABULAR & DIAGRAMMATIC PRESENTATION WITH INTERPRETATION

1. Do you use smartphone?

GENDER YES NO
Male 29 1

Female 19 1

Smartphone Users According to Gender

30
29
25

20
19
Male
15 Female

10

5
1 1

0
YES NO

INTERPRETATION: Here I have shown the smartphone users according to their

gender through a column chat; where we can see that 90% of both the male and
female consumers use smartphones.

16
 2. Which is your mobile operating system in your current phone? (according to gender)

Mobile OS Male Female

iOS 5 6
android 18 10
windows 5 1
others 2 3

Preference of Mobile OS According to Gender

18
18

16

14

12

10 10

8 Male
6
6 5 Female
5
4

2
3
1 2
0

iOS
android
windows
others

INTERPRETATION: Here I have discriminated the mobile OS brands used by male

and female consumers through a column chart; where we can see that android is the
most preferred mobile OS among both the male (60%) and female (50%) consumers.

17
 3. Which is your mobile operating system in your current phone? (according to age)

Mobile OS 15-30 31-45 46-60 above 60

iOS 6 5 0 1
android 12 5 7 3
windows 4 1 1 0
others 2 0 1 2

Preference of Mobile OS According to Age

12
12

10

8
6
6 4
7 iOS
5 2
4 5 android

2
windows
1 0 others
0 1
3 1 2
15-30
31-45 0 1 0
46-60
above 60 others
windows
android
iOS

INTERPRETATION: Here I have shown the preference of mobile OS brands

according to the age of the consumers through a column chart; where we can see that
android is the first preference of every age group of people.

18
 4. Which is your mobile operating system in your current phone? (according to income
slab in rupees per annum)

No Below 100000 - 300000 - 500000 and

Mobile OS
Income 100000 299999 499999 Above
iOS 3 2 1 3 3
android 11 4 1 4 7
windows 3 1 0 1 1
others 2 1 1 0 1

Preference of Mobile OS According to Income

12

10

6 iOS
android
4
windows
others
2

0
no income
below
100000 100000 -
299999 300000 -
499999 500000 and
above

INTERPRETATION: Here I have shown the preference of mobile OS brands

according to the income of the consumers through a column chart; where we can see
that android is highly preferred by the people who have no income (22%) and iOS is
second most preferred mobile OS among all of the income slabs.
 19
5. Which is your mobile operating system in your current phone? (according to income
slab in rupees per annum)

Self Business Service Home

Mobile OS Student Other
Employed Person Holder Maker
iOS 0 3 3 4 2 0
android 3 6 9 5 4 0
windows 1 1 2 0 1 1
others 0 2 2 0 0 1

Preference of Mobile OS According to

Occupation

other

home maker

service holder others

windows
android
student
iOS

business person

self employed

0 2 4 6 8 10

INTERPRETATION: Here I have shown the preference of mobile OS brands

according to the occupations of consumers through a bar chart; where we can see that
business persons and students highly prefer android. 45% of the service holders use
iOS.
 20
6. How much are you willing to spend on a mobile phone (in rupees)? (according to
gender)

Rupees Male Female

Below 8000 10 5
8000 - 16000 8 6
16000 - 30000 5 4
30000 - 50000 5 1
Over 50000 2 4

Willingness to Spend on a Mobile Phone

4
over 50000
2

30000 - 1
50000 Female Male
5

16000 - 4
30000
5

8000 - 16000 6

8
below 8000 5

10

INTERPRETATION: Here I have shown the willingness of consumers to spend on a

mobile phone according to gender through a bar chart; where we can see that most of
the male consumers (33%) don’t prefer to spend more than 8000 rupees while most of
the female consumers (30%) are ready to spend 8000-16000 rupees on a mobile
phone.
21
 7. Which is your favorite mobile operating system? (according to gender)

Mobile OS Male Female

iOS 5 8
android 20 8
windows 2 1
others 3 3

Favorite Mobile OS According to Gender

20
20
18
16
14
12 8
8
10
Male
8
5 Female
6
4 3
1
2 2 3
0 Female
iOS
android Male
windows
others

INTERPRETATION: Here I have shown the favorite choice of the consumers for
mobile OS brands according to gender through a column chart; where we can see that
the male consumers are mostly fond of android (67%) while the female consumers are
equally fond of iOS (40%) and android (40%).

22
 8. Who influence you to choose your preferred mobile OS? (according to age)

AGE SELF FRIENDS RELATIVES OTHERS

15-30 10 5 4 4
31-45 5 3 2 2
46-60 2 0 5 2
above 60 0 2 2 2

Source of Influence According to Age

18 0
2
16

14
5
2
12
above 60
10 2
46-60
2
5 31-45
0
8
2 15-30
3
6
10 2 2

4
5
4 4
2

0
self friends relatives others

INTERPRETATION: Here I have shown the source of influence of the consumers to

choose their preferred mobile OS through a column chart; where we can see that the
age group of 15-30 and 31-45 are mostly self-influenced while people aging 46-60 are
mostly influenced by their relatives.

23
 9. How long are you using your preferred mobile OS? (according to occupation)

Period of time Self Employed Business Person Student Service Holder Home Maker Other
below 6 months 1 1 3 2 1 0
6 months - 15
2 1 4 5 1 0
months
below 2 years 0 6 1 0 1 0
over2 years 1 4 8 2 4 2

Usage Period According to Occupation

18

16 8 over2 years

14 below 2 years
6 months - 15 months
12 4 below 6 months

10
2
8 6 1
4 5
0 4
6

4 1
02 3 1
2 1 2 1 2
1 1 1
0 0
self emplyed business student service holder home maker other
person

INTERPRETATION: Here I have shown the usage period of mobile OS according

to the occupation of the consumers through a line chart; where we can see that most
students and home makers are using their mobile OS for over 2 years while most
business persons and service holders are using their mobile OS for not more than 2
years and 6 to 15 months respectively.

24
 10. What attracts you the most in your preferred mobile OS? (according to gender)

Factors Male Female

Features 11 4
User-friendliness 8 6
availability of apps 2 2
Easy to use 6 5
Any other facility 3 3

Factor of Attraction According to Gender

12
37%

10

27%
8
Male
30% 20% Female
6
25%
20%
4
10% 15%
6% 10%
2

INTERPRETATION: Here I have shown the factors of attraction towards mobile OS

brands according to the consumers’ gender through a column chart; where we can see
that male consumers are attracted by features (37%) mostly while user-friendliness
and easy usage attracts both the male and female consumers very much.

25
 11. What attracts you the most in your preferred mobile OS? (according to age)

Factors 15-30 31-45 46-60 above 60

Features
User-friendliness
availability of apps
Easy to use
Any other facility
10 3 2 0
6 4 2 2
2 0 0 2
2 3 4 2
3 2 1 0

Factor Of Attraction According To Age

0
Any other 1
facility 2
3

2 above 60
4
Easy to use 46-60
3
2
31-45
15-30
2
availability of 0
apps 0
2

2
User- 2
friendliness 4
6

0
2
Features
3
10

0 2 4 6 8 10 12

INTERPRETATION: Here I have shown the factors of attraction towards mobile OS

according to age of the consumers through a bar chart; where we can see that
consumers belonging to the age group of 15-30 are mostly attracted by features (43%).
User-friendliness the age groups of 15-30 and 31-45. Easy usage mostly attracts the
people aging 46-60 years.
26
 12. What do you expect better in your preferred mobile OS?

Expectations Male Female

Features 6 3
User-friendliness 9 6
availability of apps 7 4
Easy to use 4 2
Any other facility 4 5

Expectations of Consumers According to

Gender
10

9
9
8

7
7
6
6 6
5 Male
5
4 Female
4 4 4
3
3
2
2
1

0
Features User-friendliness availability of Easy to use Any other
apps facility

INTERPRETATION: Here I have shown the expectations of the consumers from

their preferred mobile OS according to gender through a line chart; where we can see
that most male (30%) and female (30%) consumers expect that user-friendliness
should be improved in their preferred mobile OS.
27
 13.What is your second preference? (according to gender)

Mobile OS Male Female

iOS 8 6
android 11 5
windows 6 1
others 5 8

Second Preference According to Gender

12
11

10

8
8
8

6 6
6 Male
5 5
Female
4

2
1

0
iOS
android
windows
others

INTERPRETATION: Here I have shown the second preference of mobile OS of the

consumers according to their gender through a column chart; where we can see that
male consumers mostly prefer android (37%) while the female consumers prefer iOS
(30%).

28
 14.Which version of your respective mobile OS do you use? (according to gender)

Version Type Male Female

Latest 21 12
Old 9 8

Usage of Version According to Gender

Old

12

Latest

21

0 5 10 15 20 25

Female Male

INTERPRETATION: Here I have shown the version of mobile OS used by the

consumers according to gender through a bar chart; where we can see that most male
(70%) and female (60%) consumers use the latest version but a number of male (30%)
and female (40%) consumers also use the old version.

29
 15. Do you update your mobile OS every time when it is available? (according to age)

AGE YES NO
15-30 15 8
31-45 6 6
46-60 5 4
above 60 1 5

Update Status According to Age

5
above 60 1

4
46-60 5

YES
31-45 6 6
NO

15-30
15
8
0
5
10
15
20
25

INTERPRETATION: Here I have shown the update status of mobile OS of

consumers according to age through bar chart; where we can see that 50% of the
consumers belonging to age group of 15-30 regularly update their mobile OS.

30
 16. What is your view about brand image of iOS?

Mobile OS Very Good Good Average Bad Worst

iOS 60% 30% 5% 3% 2%

Brand Image of iOS

5% 3% 2%

Very Good
30%
Good
60%
Average
Bad
Worst

INTERPRETATION: Here I have shown the brand image of iOS through pie chart;
where we can see that according to 60% of consumers, the brand image of iOS is very
good.

31
 17.What is your view about brand image of android?

Mobile OS Very Good Good Average Bad Worst

Android 70% 15% 10% 5% 0%

Brand Image of Android

5%
10%

Very Good

15% Good
Average
Bad
Worst
70%

INTERPRETATION: Here I have shown the brand image of android through

doughnut chart; where we can see that according to 70% of consumers, the brand
image of android is very good.

32
 18. What is your view about brand image of windows?

Mobile OS Very Good Good Average Bad Worst

Windows 5% 15% 20% 40% 20%

Brand Image of Windows

40%

Very Good
20%
Good
Average
20%
Bad
15% 5% Worst

INTERPRETATION: Here I have shown the brand image of windows through pie
chart; where we can see that according to 40% of consumers the brand image of
windows is bad. 20% of the consumers think that the brand image of windows is worst.

33
 19.Overall, how satisfied are you with your preferred mobile OS in your phone?

Very Satisfied Satisfied Neutral Dissatisfied

Number of
15 20 9 5
consumers

Level of Satisfaction

5
15
9
Very Satisfied
Satisfied
Neutral

20 Dissatisfied

INTERPRETATION: Here I have shown the satisfaction level of consumers with

their preferred mobile OS according to gender through a pie chart; where we can see
that 40% consumers are satisfied with their mobile OS and 30% of them are very
satisfied.

34
 B.FINDINGS

1. Both the male and female respondents currently use Android as their mobile operating
system.
2. The persons who are student prefer Android the Most and Windows the Least.
3. Irrespective of occupation most of the respondents prefer Android as their mobile OS.
4. Irrespective of age most of the respondents prefer Android as their mobile OS.
5. Irrespective of income most of the respondents prefer Android as their mobile OS.
6. Most of the male users would like spend below 8000 rupees to purchase a mobile
phone while most of the female consumers are ready to spend 8000-16000 rupees.
7. Most of the male consumers are fond of Android but the female consumers like to have
iOS as their mobile OS mostly.
8. Irrespective of gender most of the respondents like to use android as their mobile OS.
9. Most of the respondents aging 15-30 and 31-45 are Self Influenced to choose their
preferred mobile OS while the age groups of 46-60 and above 60 are mostly influenced
by their relatives.
10. Most of the students and home makers use their mobile OS for over 2 years while self
employed people and service holders use it for 6 to 15 months and business persons
use it for below 2 years.
11. Most male respondents’ Factor of Attraction is features of their mobile OS while the
female consumers are attracted to user-friendliness.
12. The people belonging to the age group of 15-30 are mostly attracted to the features of
their mobile OS. Age groups of 31-45 are 46-60 attracted by user-friendliness and easy
usage respectively.
13. Both the male and female respondents mostly expect that the user-friendliness of their
respective mobile OS should improve.
14. The Second Preference of mobile operating systems for the male respondents is
android but the female respondents prefer any other mobile OS secondly.
15. Most of the male and female respondents use the Latest Version of their preferred
mobile OS.
16. People belonging to age groups of 15-31 and 46-60 Update their mobile OS very
frequently but most of the people aging above 60 and 50% of the people aging 30-45
Don’t Update it every time when it is available.
17. Most of the respondents think that ‘iOS’ has a Very Good brand image.
18. Majority of the respondents think that ‘android’ has a Very Good brand image.
19. Most of the respondents think that ‘windows’ has a Bad brand image.
20. Majority of people are Satisfied with their mobile OS while a number of people also are
Very Satisfied.

35
 Chapter – 4

CONCLUSION &
RECOMMENDATION

36
 A. CONCLUSION

Here, we can clearly see that android is generally preferred by all class of people irrespective
of gender, age, income and occupation. Features and user-friendliness are the main factors for
choosing their preferred mobile OS. Since advertisement effectiveness is little bid lower in the
concern of mobile operating systems, man to man recommendations are the main way to
spread awareness of it. And moreover most of the people are self influenced; they are not
insisted by others to choose their preferred network. The main outcome of this project is that
android fulfills most of the demands of the respondents which are important for any mobile
operating system to become effective.

B. RECOMMENDATION

 Windows should make their user-friendliness, easy usage and overall service quality
better.
 The price of iOS is too high. To garb the market in the eastern world the company might
have to reduce their price.
 The availability of the apps in apple store should also be a question for iOS.
 Age group of above 60 does not prefer windows at all. So they should take that matter
into consideration.
 Other mobile operating systems also should improve their quality to make an impact in
the market.
 Windows’s brand image is bad. So they have to make better marketing strategies.

37
 Chapter - 5
BIBLIOGRAPHY

38
 REFERENCE OF BOOKS AND WEBSITES

BOOKS:
 Kotler Philip and Kevin Keller, Marketing Management, Pearson Education, 14th edition
(2012).
 Huffman Kent, Advertisement and Public Relation Research, (2007)
 Suttle Rick, Consumer Behavior and Managerial decision making, (2009)

WEBSITES:
 www.atechjourney.com
 https://pdfs.semanticscholar.org
 www.wikipedia.org
 www.researchgate.net
 www.statista.com
 www.medianama.com
 www.expandedramblings.com
 www.scribd.com
 www.quora.com
 www.omicsonline.org
 www.businessinsider.in
 www.theverge.com
 android.jlelse.eu
 www.android.com
 www.apple.com/ios
 www.microsoft.com
39
 Chapter – 6

ANNEXURE

40

QUESTIONNAIRE
Name:
Address:
Phone no.:
1. Gender:
 male
 female
2. Age group:
A. 15-30
B. 31-45
C. 46-60
D. Above 60
3. Occupation:
A. Self employed
B. Business person
C. Student
D. Service holder
E. Home maker
F. Other
4. Income slab (in rupees per annum):
A. No income
B. Below 1,00,000
C. 1,00,000 - 2,99,999
D. 3,00,000 - 4,99,999
E. 5,00,000 and above
5. Do you use smart phone?
A. Yes
B. No
6. How much are you willing to spend on a mobile phone? (in rupees)
A. Below 8000
B. 8000 – 16000
C. 16000 – 30000
D. 30000 – 50000
E. Over 50000
7. Are you aware of mobile operating systems (OS)?
A. Yes
B. No
8. Which is your favorite mobile operating system?
A. iOS
B. android
C. windows
D. others

41

9. Name the mobile OS you use in your phone:

A. iOS
B. android
C. windows
D. others
10. Who influence you to choose your preferred mobile OS?
A. Self
B. Friends
 C. Relatives
D. Others
11. How long are you using your preferred mobile OS?
A. Below 6 months
B. 6 months – 15 months
C. Below 2 years
D. Over 2 years

12. What attracts you the most in your preferred mobile OS?
A. Features
B. User-friendliness
C. Availability of apps
D. Easy to use
E. Any other facility
13. What do you expect better in your preferred mobile OS?
A. Features
B. User-friendliness
C. Availability of apps
D. Easy to use
E. Any other facility
14. What is your second preference?
A. iOS
B. android
C. windows
D. any others
15. Which version of your respective mobile OS do you use?
A. Latest
B. Old
16. Do you update your mobile OS every time when it is available?
A. Yes
B. No
17. Fill in the blanks with ratings according to your choice (out of 5):

Apps Features Updates User-

friendliness
iOS
Android
Windows

42

18. What is your view about brand image of the following mobile operating systems?

Very Good Good Average Bad Worst

iOS
Android
Windows
19. Overall, how satisfied are you with your preferred mobile OS in your phone?
A. Very satisfied
B. Satisfied
C. Neutral
D. Dissatisfied

DATE: SIGNATURE:

THANK YOU FOR SPENDING YOUR PRECIOUS TIME ON FILLING IN THE QUESTIONNAIRE FOR US.

43
 SUPERVISOR’S CERTIFICATE

This is to certify that Mr. Bishal Gupta, a student of B.Com. Honours (Accounting
&Finance) of Seth Anandram Jaipuria College under the University of Calcutta has
worked under my supervision and guidance for his Project Work and prepared a
Project Report with the title ‘CONSUMER PREFERENCE- A Comparative Study on Different Mobile
Operating Systems. The project report, which he is submitting, is his genuine and original
work to the best of my knowledge.

Signature:
Place:
Name: Pijush Kanti Basu
Date:
Designation:

Name of the College: Seth Anandram Jaipuria College

44
 STUDENT’S DECLARATION

I hereby declare that the Project Work with the title of ‘CONSUMER PREFERENCE- A
Comparative Study on Different Mobile Operating Systems’ submitted by me for the partial
fulfillment of the degree of B.Com. Honours in Accounting & Finance under the
University of Calcutta is my original work and has not been submitted earlier to any
other University/Institution for the fulfillment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me. However,
extracts of any literature which has been used for this report has been duly
acknowledged providing details of such literature in the references.

Signature:
Place:
Name: Bishal Gupta
Date:
Address: 71, Kalicharan Ghosh Road, Kolkata-50

Registration No.: 224-1121-3497-15

Roll No.: 1224 - 61 - 0105

45