“A STUDY ON CONSUMER PREFERENCE FOR SELECTED

MOBILE PHONE BRANDS WITH SPECIAL REFERNCE TO

VADODARA AND GANDHINAGAR”

THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA

for partial fulfillment for the award of degree of
BACHELOR OF BUSINESS ADMINISTRATION (2018-21)
UNDER THE GUIDANCE OF
Dr. SUSHILKUMAR M. PARMAR

By: PRAVENDRA SINGH TOMAR

Seat no: 618129
 INDEX

Serial no. Particular Page no.

1. Introduction 3
2. Review of Literature 5
3. Objectives 7
4. Research Methodology 8
5. Data Analysis 10
6. Findings 12
7. Conclusion 15
8. Suggestion 16
9. References 17
 INTRODUCTION

MOBILE PHONE
• Mobile phone is a smart communication media. It is not a one-way communication
like pager. Mobile Phone is in fact an own private radio transmitter and receiver,
very similar to the Walkie-talkies used by Police and Security Personnel.
• Mobile Phone can be used to make and receive calls, clicking pictures, browsing
internet etc. Some cellular phones have the capacity to send and receive faxes and
data when attached to a personal computer.
BRAND
• The sole purpose of branding is to distinguish the branded product from those of
the competitors.
• A well promoted brand name, which has earned reputation in the market, is very
difficult to compete with.
• Branding describes the establishing of brand name, make and trade names for a
product.
• Brands have become a status symbol in the contemporary world and it is
preferred by all age groups.
• Branded phones attract consumer as they are usually good in quality.
 REVIEW OF LITERATURE

• Tajzadeh Namin A. A.; Rahmani Vahid; Tajzadeh Namin Aidin (2012)

examined that the way toward choosing over (picking) a brand might be affected by circumstance and
substance. The discoveries propose a huge connection between the factors "mark state of mind" and "item
(mobile phone) decision".

• Brenda, Mak, Robert Nickerson and Henri Isaac (2009)

investigates the elements influencing the demeanors towards the social acknowledgment of cell phones in broad
daylight places and how this disposition influences its use Results of the investigation show that the states of mind
about cell phone use in broad daylight places rely on upon nation, and age elements. This state of mind thus essentially
influences the utilization recurrence of cell phones. What's more, use recurrence additionally is influenced by gender
and work status.
• Shakir Hafeez; SAF Hasnu (2010)
states that Customer fulfillment is a urgent component for the accomplishment of all
organizations. One of the greatest difficulties for a market is the means by which to fulfill and
hold the clients. This review depends on Mobilink's prepaid clients. The discoveries
recommend that general consumer loyalty and client unwaveringness is similarly low among
the clients of Mobilink. The Customer steadfastness in Pakistan's versatile part is generally low
since it is a developing industry, new players are entering in this market.
 OBJECTIVES

• To understand the brand preference of mobile phones with special reference

to Gandhinagar and Vadodara.
• To study the consumer and market response to selected mobile brands.
• Analyze consumer willingness and perspective to shift to other brands.
• To study the awareness and attitude of consumers towards Mobile Phone.
 RESEARCH METHODOLOGY

• DATA COLLECTION: The Primary Data Collection method was used to study the brand
preference among people with special reference to Gandhinagar and Vadodara. A questionnaire
was designed in order to extract the relevant information. Also, secondary data had been used
in the process of the research such as informative websites, search engines like Google,
various reports prepared by individuals and organizations specializing in market research.
• RESEARCH DESIGN: Descriptive research design, is about asking respondents for their
opinions in a structured way so that you can produce hard facts and statistics to guide.. To get
reliable statistical results, it's important to survey respondents in fairly large numbers and to
make sure they are a representative sample of your target market.
• SAMPLE DESIGN: Non-Probability sampling was used, it involves subjective selection,
allowing to make strong statistical inferences.
• SAMPLE UNITS: In the study the sample were the Individuals. An individual refers to one
single person or thing. It can be said that an individual is subsisting as a unique being. An
individual may be differentiated from a community on the basis of his/her singularity.
• SAMPLE SIZE: The sample size for the study were 150 respondents which constitute the
sample of people of different age groups from multiple cities.
 DATA ANALYSIS

• Out of all respondents of the questionnaire, 58% of respondents were of age 18-25 and the remaining 42%
is 26 and above.

• Out of all respondents of the questionnaire, 55% were female and the remaining 45% were males.
• Out of all respondents of the questionnaire 86% of them are students, 9% of them are employee, 4% of
them are professional and the remaining 1% are business person.

• Out of all respondents of the questionnaire 9.3% of them have earning of 20000 or below, 18% of them
have earning of 20000-40000, 26% of them have earning of 40000-60000, 46.9% of them have earning of
60000 & above.
• 65% of respondents were getting the news about upcoming smartphones by
different sources of advertisements and rest were aware through friends and
family.
• 86% of respondents were buying new phones because of their new features.
• 71% of respondents compared their smartphones before buying among
different brands giving similar features.
• 62% of respondents were not loyal to their current smartphone brand.
 FINDINGS

• Most respondents were from the age group 15-20. The reason behind this
could be that most of the respondents were students.
• Strong majority of the respondants monthly income is above Rs. 60,000.
• A strong majority of respondents are watching advertisements and are
eventually end up buying that brand.
• Respondants were more interested towards new features and price can make a
significant difference in the purchase decision
• Most respondents are preferring Xiaomi phones as they have more budget
smartphones as compared to other big brands like Apple, Samsung, Oneplus
Etc.
• A strong majority respondents were not changing their mobile phones until
some issue arrived in it.
• Almost all respondents are comparing different brands before buying a
smartphone and Samsung is a big competition to most brands but somehow it
is less appealing which is why respondents chose other brands over
Samsung.
• There were a wide variety of uses of a smartphones among all the
respondents i.e calls, browsing, pictures etc.
• A good majority of respondents were not loyal to their current smartphone
brands and they were more attracted to other smartphone brands.
 CONCLUSION

• Xiaomi is the most used brand among the college students.

• Features and pricing is what makes the ultimate decision of purchase.
• 20% of the respondents change their mobile phones within 1 to 2 years. 28%
respondents change their mobile phones within 2-4 years. 50% respondents
are using the mobile phones till it lasts without issues.
• 10% of the respondents are ready to pay for a mobile phone 10,000 to 20,000.
18% students are ready to pay for a mobile phone 20,001 to 40,000.
 SUGGESTIONS

• During my project one thing I found out that most of the people were using Xiaomi devices. According to me
there is something very powerful or we can call it the way Xiaomi has featured its Cell phone in the market is
very awesome, they have a lot of budget friendly devices. Every time they come up with some new
Technology, innovations which makes it heartthrob and even people are ready to stand in the queue to but it
during the flash sales. I would suggest that things are changing in current time so as technology and
innovation.
• I would suggest that considering the technology and its features with user friendly control mode can make any
Mobile manufacturer a Giant in the Indian Market most of the companies do survey and try to find out what
their consumer are seeking within their budget so mobile manufacturer should keep in the mind the age factor
and the trendy features and specifications so that they could gain some faith from their respective consumers.
 REFERENCES

• https://www.google.com/
• https://en.wikipedia.org/wiki/Wikipedia
• https://www.scribd.com/
• Tajzadeh Namin Aidin , “Trend of Smartphone and its Usage Behavior in Malaysia”,
• International Journal on New Computer Architectures
• Brenda, Mak, Robert Nickerson and Henri Isaac , “Factors Influencing Consumer Behavior of Smartphone
User”, Master Thesis, Department of International Business, Arcada University of Applied Sciences
• Shakir Hafeez; SAF Hasnu , “Consumer Behavior towards Usage of Smartphone”, International Journal of
Enhanced Research in Management and Computer Application
THANK YOU