A STUDY OF MOBILE BRANDS WITH REFERENCE TO

CONSUMER SELECTION AND USAGE

A PROJECT REPORT

Submitted by

SHUBHAM JAIN

[Link] (HONORS) 6’TH SEMESTER

Under the guidance of

Mr. SHAINU MATHEW

in partial fulfilment for the award of the degree

of
BACHELOR OF COMMERCE [HONOURS]
Institute of Professional Education & Research, Bhopal

Affiliated To Barkatullah University, Bhopal

APRIL & 2019

 ACKNOWLEDGEMENT

I wish to express my gratitude to “ Mr. PARVEZ KHAN” Owner of “FASHION MOBILE” for giving me
a great opportunity to know the “CONSUMER PREFERENCE ON MOBILE PHONE BRANDS” ,and
there I have learnt many things.

I am deeply indebted to my guide “ Mr. SHAINU MATHEW ” for not only his valuable and
enlightened, guidance but also for the freedom he rendered me during this project work. He also,offering me
all kinds of support and help in preparing the project.
 DECLARATION

This is to certify that I have completed the Project titled “(CONSUMER PREFERENCE ON MOBILE
PHONE BRANDS)” under the guidance of “Mr. SHAINU MATHEW” in partial fulfilment of the
requirement for the award of Bachelor of Commerce (Honours) at Institute of Professional Education and
Research, Bhopal. This is an original piece of work and I have not submitted it earlier elsewhere.

Date: Signature:

Place: Name:
 TABLE OF CONTENTS

ACKNOWLEDGEMENT

DECLARATION

CERTIFICATE

CHAPTERS

1. Introduction…………………..

2. Fashion Mobile : Shop Profile ………………………...

3. Nature of job training……………………….

4. Outcome …………………...

5. Conclusion …………………

APENDICES

REFERENCE
 Chapter – 1

INTRODUCTION
 INTRODUCTION

A mobile phone sometimes shortened to simply mobile or just phone, 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 phones. In addition
to telephone , 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 2 kilograms. In 1979, Nippon Telegraph and Telephone (NTT) launched the
world's first cellular network in Japan. In 1983, the dynaTAC 8000x was the first commercially available
handheld mobile [Link] number of mobile phone users in the world is expected to pass the five billion
mark by 2019. In 2016, an estimated 62.9 percent of the population worldwide already owned amobile
phone. The mobile phone penetration is forecasted to continue to grow, rounding up to 67 percent by 2019.

The Global Cellular Mobile Industry:

The global mobile phone industry is based on many different manufacturers and operators. The industry is
based on advanced technology and many of the manufacturers are operating in different industries, where
they use their technological skills, distribution network, market knowledge and brand name. Four large
manufacturers of mobile phones are today dominating the global mobile phone industry;XIAOMI,
SAMSUNG, OPPO, VIVO. In addition to these companies there are many manufacturers that operate
globally and locally.
XIAOMI - Xiaomi Corporation is a Chinese electronics company headquartered in Beijing.
Xiaomi makes and invests in smartphones, mobile apps, laptops, and related consumer
electronics. Xiaomi was founded in 2010. Xiaomi’s logo “MI” is short for Mobile Internet since
Xiaomi was founded to be a mobile-first technology [Link] released its first
smartphone in August 2011 and rapidly gained market share in China to become the country's
largest smartphone company in 2014. At the start of second quarter of 2018, Xiaomi was the
world's fourth-largest smartphone manufacturer, leading in both the largest market, China, and the
second-largest market, India. Xiaomi later developed a wider range of consumer electronics ,
including a smart home (IoT) device ecosystem. Xiaomi continued to lead the smartphone market
in the 2018Q1 by doubling its volume year on year. Also, its continuous efforts to expand offline
footprint has helped get visibility for the brand, thus ensuring availability in more places. In line
with the duty hike on populated PCBs, Xiaomi announced its big move towards local
manufacturing by setting up its first SMT (Surface Mount Technology) facility in Tamil Nadu in
April 2018. Xiaomi have 30.3% of market share on the first quarter of the year 2018.
SAMSUNG - Samsung was founded by Lee Byung-chul in 1938 as a trading company . Over the next
three decades, the group diversified into areas including food processing, textiles, insurance, securities, and
retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding
industries in the mid-1970s; these areas would drive its subsequent growth. In 1980, Samsung acquired the
Gumi-based Hanguk Jeonja Tongsin and entered telecommunications hardware. Its early products were
switchboards. The facility was developed into the telephone and fax manufacturing systems and became the
centre of Samsung’s mobile phone manufacturing. They have produced over 800 million mobile phones to
date. The company grouped them together under Samsung Electronics in the 1980s. Following Lee's death in
1987, Samsung was separated into four business groups – Samsung Group, Shinsegae Group, CJ
Group and Hansol Group. Since 1990, Samsung has increasingly globalised its activities and electronics; in
particular, its mobile phones and semiconductors have become its most important source of income. As of
2017, Samsung has the 6th highest global brand value . Samsung remained at the 2nd spot in smartphone
ranking with flat annual growth in 2018Q1. Samsung's two pronged approach with the focus on low-to-mid
range J series and the latest flagships Galaxy S9 series along with Galaxy S8 series and Note 8 in the
premium segment drove shipments for the vendor. Samsung have 25.1% of market share on the first quarter
of the year 2018.
 OPPO - OPPO Electronics Corporation, commonly referred to as OPPO , is a Chinese
consumer electronics and mobile communications company. The brand name OPPO was
registered in China in 2001 and launched in 2004. Since then, they have expanded to all parts of
the world. A leading manufacturer of smartphones, OPPO was the top smartphone brand in China
in 2016 and was ranked No. 8 worldwide. In June 2016, OPPO became the biggest smartphone
maker in China, selling its phones at more than 200,000 retail outlets. OPPO climbed to
3rd position from 5th in the last quarter. While it launched F7 in later half of 2018Q1, bulk of its
shipments came from mid-ranged A series with upgraded variants in 2018. The channel
realignment to focus on channel partners primarily with high sales contribution continued to build
deeper relationships in those channels. In a bid to capture online space, OPPO did its first flash
sale exclusive on Flipkart ahead of F7 launch. The smartphone maker is also expected to launch
its new online exclusive series under the brand ‘Realme’. OPPO have 7.4% of market share on
the first quarter of the year 2018.
VIVO - Vivo Communication Technology Co. Ltd., known as Vivo. Vivo was founded in 2009,
in Dongguan, China. Vivo is a Chinese technology company owned by BBK Electronics that designs
and manufactures smartphones, smartphone accessories, software, and online services, which are then
sold in India. The company develops software for its phones, distributed through its Vivo App Store,
with iManager included in their proprietary, Android-based operating system, Funtouch OS. In the
first quarter of 2015, Vivo was ranked among the top 10 smartphone makers, achieving a global
market share of 2.7% . However, the brand grew by 2.1 percent as compared to previous quarter. The
Y series of vivo continued to generate close to 70 percent demand. Vivo have 3rd position in the year
2017 but Vivo slipped to 4th position as its shipments declined by 29.4 percent year-over-year in
2018Q1. Vivo have 6.7% of market share on the first quarter of the year 2018.
ONEPLUS - ONEPLUS is a Chinese smartphone manufacturer based in Shenzhen, China
founded by Pete Lau (CEO) and Carl Pei in December 2013 The company officially serves 34
countries and regions around the world as of July [Link] have released numerous phones,
amongst other products. OnePlus was founded on 16 December 2013 by former OPPO vice-
president Pete Lau and Carl Pei. According to the Chinese government’s documentation, the only
institutional stockholder in OnePlus is OPPO [Link] denied that OnePlus was a wholly-
owned subsidiary of OPPO and stated that OPPO Electronics and not OPPO Mobile (the phone
manufacturer) is a major investor of OnePlus and that they are “in talks with other investors”.The
company’s main goal was to design a smartphone that would balance high-end quality with a
lower price than other phones in its class, believing that users would “Never Settle” for the lower-
quality devices produced by other companies. Lau explained that “we will never be different just
for the sake of being different. Everything done has to improve the actual user experience in day-
to-day use.”He also showed aspirations of being the “Muji of the tech industry”, emphasizing its
focus on high-quality products with simplistic, user-friendly [Link] Lau’s association
with the platform from the OPPO N1, OnePlus entered into an exclusive licensing agreement with
Cyanogen Inc. to base its products’ Android distribution upon a variant of the popular custom
ROM CyanogenMod and use its trademarks outside of China. The company unveiled its first
device, the OnePlus One, on 23 April 2014. In December 2014, alongside the release of the
OnePlus One in India exclusively through Amazon, OnePlus also announced plans to establish a
presence in the country, with plans to open 25 official walk-in service centres across India.
HONOR - HONOR is a sub-brand belonging to networking and telecommunications equipment
and services company Huawei. The Honor series of mobile computing devices include
smartphones, tablet computers, and wearable technology. Honor, a sub-brand under the Huawei
Group, was conceived in late 2011 and established in 2013. Since its inception, the Honor line of
smart phones has helped Huawei compete in budget online brands in China. The company began
its international expansion in [Link] April 2014, it launched the Honor 3C in Malaysia,and it
entered the European market in October 2014, with an announcement in Berlin. Its first flagship
phone for Europe was the Honor 6. 20 million Honor phones were sold within the first six months
of 2015, equal to the number sold in all of 2014. By June 2015, the brand had expanded into 74
countries, including European nations, India, and Japan. Honor’s second flagship phone, Honor 7,
was released in 2015. In October 2015, Honor announced its goal to double sales and profits,
reaching $5 billion in profit, and announced plans to focus on India.
 Chapter – 2

FASHION
MOBILE :
SHOP
PROFILE
 FASHION MOBILE : SHOP PROFILE

NAME
FASHION MOBILE

ESTABLISHED
4 MARCH 2004

OWNER
PARVEZ KHAN

ADDRESS
SHOP NO. 92 APSARA COMPLEX,
NEAR APSARA TALKIES,
RAISEN ROAD, BHOPAL
M.P, 462023

CONTACT
Phone No. -+91- 9826161050
+91- 7000939662
E-mail – Fashionmobile050@[Link]

EMPLOYEES
• 2 Employees deal with customers.
• 2 Employees repair the damage phones of customers.
• 1 Employee manage orders which are received from Amazon.
“FASHION MOBILE” was established on 4th March 2004 but at that time the name of the shop was
“RAUNAK MOBILE” and it was changed from Raunak mobile to Fashion Mobile in year 2007. Fashion
Mobile is a mobile shop in Bhopal that deals with all major mobile phone brands, connections, accessories,
repairs etc. in a single shop. Here, the customer find mobiles not only in most reasonable range but customers
also get suggestions from employeesfor purchasing of the mobile to the choice of service operator by
offering connections (pre paid and post paid). All the employees are well trained and have good knowledge
in the field of mobile so that they can serve the customer better. All major brands of handset includes
XIAOMI, SAMSUNG, OPPO, VIVO Etc. are available in the shop.

Fashion Mobile has also tieup with Bajaj Finserv. Bajaj Finserv EMI Network is a payment system, with
instant financing options. It is the way to pay for your favourite electronics, appliances, smartphones. It can
simply divide the cost of the purchase into easy instalments. Bajaj Finserv is a great option for those
customers who don’t want to pay big amount of money at a time or for those customers who can’t afford
smartphones, Bajaj Finserv can help these kind of customers to buy their favourite smartphones easily and
than Bajaj Finserv can simply divide the cost of the purchase into easy instalments.

Fashion Mobile has also tieup with all leading operators including JIO, Airtel, Idea, Vodafone, BSNL etc.
Fashion Mobile also have Amazon seller account and Fashion Mobile can add their products on Amazon and
also receive orders from Amazon users or Amazon customers and Fashion Mobile can pack the parcel
according to the orders from Amazon and after packaging, an Amazon agent came to the shop to receive the
parcel and than they can deliver it to the customers address.

Fashion Mobile can accept the payment by Cash and Cashless both. In Cashless, customers can pay through
Paytm, PhonePe, Google Pay and also from any Debit or Credit cards. Fashion Mobile can also sale their
products to other mobile shopkeepers in wholesale prices. Nowadaysall the mobiles phone leading
companies like Xiaomi, Samsung, Oneplus, Honor etc. can sale their mobile phones in online market and
after that offline market becomes very low or the conditionof offline market is very poor. If anyone wants to
purchase smartphones they can easily buy from online market and online market can effect the offline
market. There are only few customers who don’t want to buy mobile phones online, only those customers can
buy mobile phones from offline market but in offline market the price of products are high but
FashionMobile can tied up with Bajaj Finserv so customers can easily buy the products which they wants to
buy. Bajaj Finserv can help those customers who don’t want to pay big amount at same time or for those
customers who can’t afford smartphones or any big appliances. By the help of Bajaj Finserveveryone can
easily buy the products according to their choice and according to the product price Bajaj Finserv can simply
divide the cost of the purchase into easy instalments.
Fashion Mobile have total five employees in which two employees deals with customers and if any customer
wants to buy a smartphonethan these two employees give a good advice according to the customers budget
and these two employees are well trained to deal with customers and also have good knowledge in the field
of Smartphones Market. There are two more employees who repair the damage phones of the customers with
good quality products and also at reasonable prices and these employees repair the damage phones in given
[Link] are one more employee and that employee manage all the orders from Amazon and according to
the orders that employee pack the product and shipped it to the courier.

Fashion Mobile have all the latest accessories which are related to Mobile phones like back covers, Memory
cards, Pen drives, Tempered Glass, Headphones, Earphones, Chargers, Data cables, Selfie Stick, Bluetooth
Receiver, Mobile phone stand etc. Fashion Mobile also sale their products to the other Mobile shopkeepers in
wholesale prices.
 Chapter – 3

Nature of Job
Training
 NATURE OF JOB TRAINING

1. The Primary Objective was to study the perception and buying behaviour of customers towards
various mobile brands.

2. The Secondary Objectives of this study were to identify to know about the customer preference level
associated with different mobile phones.

a. To find out the customers satisfaction towards the various mobile phones.

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

c. Factors that influence decision-making in purchasing a mobile phone.

d. To know which advertisement media puts more impact on the buyingdecision of customers .

e. Factors, which help in increasing the sale of mobile phones.

 Chapter – 4

OUTCOME
 OUTCOME

● Xiaomi is the most favourite brand of the customers.

● 35% customers change their mobile phones within2 to 3 years.

● 10% customers are using the damage mobile phones.

● 35 % Youth are ready to pay for a mobile phone less than 20,000 and they spend according to
their family income.

● 20 % Youth like the OPPO and VIVO advertisement most.

● Mostly customers use the feature phones only for talking and SMS.

● Mostly students have Hands-free, Bluetooth and Headphones.

● After coming JIO in telecom market almost all customers are aware about the 4G and the first
priority of buying a new Smartphone is 4G function.

● Most favourite brand among the college students or other customers is Xiaomi and the least
favourite brand is Micromax.

● Price, Brand Image, advertisement, features and customer support are the important factors for
the customers while purchasing mobile phones.
● Mostly customers prefer latest design, latest features, slim, medium in weight and large in
size handset.

● Mostly population see advertisement of Smartphones on television.

● Mostly customers have the hanging problem with the Samsung.

● Mostly customers have the service problem with the Honor.

Chapter – 5

CONCLUSION
Through this study, I found Xiaomi is the most favourite smartphone brand than other smartphone brands and
more than 50 % users prefer Xiaomi phones. Most of the respondents use mobile phone of a medium cost
ranging from Rs.10,000 to Rs. 15,000 which had trendy features and applications. A less percentage of
mobile users owned the most costly smart phones ranging more than Rs.20,000. Brand was the most
preferred attribute followed by features and cost. Design, look and model were very specific attributes
preferred by few respondents. Smart phones dominate today’s mobile market. It provided the customers with
Advanced applications, user friendly approach and varied range of products. Android is found to be the heart
and soul of today’s mobile technology. XIAOMI , SAMSUNG , OPPO, VIVO and HONOR came out with
new mobile models alternatively, providing people with more choices and facilities. Brand was the most
preferred attribute followed by features and Cost. India is the largest and most promising country with the
advanced mobile Communication technology and modern adopters. Mobile phone is seen as an icon of
young generation. People see mobile phones as an extension of their hand and they depend on social network
sites to establish their self. Young people, especially students were reported to have higher levels of
involvement with their mobile phone. Mobile phone was seen as a symbol of fashion and status to build their
social images to express individuality by personalizing their mobile phones and making friends. Mobile
phone is defined as a person-to-person communication technology, which crosses time and space barriers.
Mobile phone is found to be perceived as a highly beneficial tool by the respondents . This modern medium
is fast, instantaneous, interactive and personal in nature. Young people used the mobile phones for
communication needs during emergencies, text messaging and coordinating plans with friends and family.
They also used mobile phones for informative needs and entertainment As a concluding remark, Smartphone
is not just an ordinary phone. It provides most services previously done by computers. It is now part and
parcel of consumers’ daily life. It is not a matter of fashion rather, it is necessary. Most students choose
Smartphone on the basis of its brand. Consumers’ developed an especial connection with the brand. Most
Smart phone users are Young and middle age group people. These groups of consumers are always looking
the best quality brand, social connectivity and affordable price.
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