MINOR PROJECT REPORT SUBMITTED TOWARDS THE

PARTIAL FULFILLMENT OF
BACHLEOR OF BUSINESS ADMINISTRATION

MINOR PROJECT REPORT

ON
Brand preference of Smartphones
Batch: 2015-2018
Submitted By: Project Guide:
Bhavesh Ghai Mrs. Deepika
00924001715 Assistant Professor

Trinity Institute of Professional Studies

Affiliated to Guru Gobind Singh Indraprastha University, New
Delhi
 DECLARATION

I hereby declare that the following documented Project report titled

“Brand preference of Smartphones” is an original and authentic
work done by me for the partial fulfilment of Bachelors of Business
Administration degree program.

I hereby certify that all the Endeavour put in the fulfilment of the
task are genuine and original to the best of my knowledge and I have
not submitted it earlier elsewhere.

Signature:
Bhavesh Ghai
BBA(G)/3 semester/2 shift
00924001715
 ACKNOWLEDGEMENT

It is that I am acknowledging my sincere feeling towards my

mentors who graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts

and friendly approach. It would have been difficult to achieve the
results in such a short span of time without their help.
I deem it my duty to record my gratitude towards the Project
Supervisor- Mrs. Deepika who devoted her precious time to
interact, guide and gave me the right approach to accomplish the
task and helped me to enhance my knowledge and understanding of
project.

Signature:
Bhavesh Ghai
00924001715
BBA(G)
2 year/3 semester/2 shift
 Certificate

This is to certify that the project work “Brand preference of

Smartphones” made by- Bhavesh Ghai, BBA(G), 2 year, 3
semester, 2 shift, enrolment no.- 00924001715 is an authentic
work carried out by her guidance and supervision of Mrs. Deepika.

The project report submitted has been found satisfactory for the
partial fulfilment of the degree of Bachelor of Business
Administration.

Mrs. Deepika
(Project Guide)
 Table of Contents

1. INTRODUCTION ....................................................................
Brand Preference……………………………………………….6

Definition of Cellular/Mobile phone………………………….. 7

The Global Cellular Mobile Industry:………………………… 8
Telecom Industry in India……………………………………. 9
History of Indian Telecommunications………………………10
The Key players in the Telecom Market in India……………11
Innovation in partnership…………………………………... 21
OBJECTIVES OF THE STUDY……………………………22
2. RESEARCH METHODOLOGY…………………………24
SAMPLING METHODOLOGY: .............................................
24
RESEARCH DESIGN: - ...........................................................
24
DATA COLLECTION: .............................................................
24
3. DATA ANALYSIS AND INTERPRETATION..................26
4. FINDINGS ...............................................................................
5. RECOMMENDATIONS ......................................................
6. LIMITATIONS .......................................................................
7. BIBLIOGRAPHY ..................................................................
8. ANNEXURE ............................................................................
1. INTRODUCTION

The Concept of Brand Preference : The notion of preference

has been considered in different disciplines such as
economists, psychologists, sociology. However there is no
commonly agreed definition of preference among these
disciplines. For example, economists believe that preferences
are exogenous, stable, and known with adequate precision and
are revealed through choice behaviour. The economic view of
preference had been criticised for assuming that preferences
are stable and endogenous. An individual’s preferences are not
stable and can be endogenous or exogenous. In marketing
literature, the word preference means the desirability or choice
of an alternative. Preferences are above all behavioural
tendencies (Zajonc and Markus, 1982). Brand preference is
defined variously as the consumer’s predispositions toward a
brand that varies Brunel Business School – Doctoral
Symposium 28th & 29th March 2011 4 depending on the
salient beliefs that are activated at a given time; the consumer
biasness toward a certain brand; the extent to which a
consumer favours one brand over another. For this study a
working definition for brand preference is offered: “the biased
behavioural tendencies reflecting the consumer’s
predisposition toward a brand”. Moreover,there is difference
between brand preference and brand loyalty. Brand preference
represents the attitudinal brand loyalty excluding the action of
repeat purchasing; the brand-oriented attitudinal loyalty. The
main theme is that the first three decision-making phases of
brand loyalty constitute the focal of brand preference. Thus,
brand preference is related to brand loyalty; however, brand
loyalty is more consistent depicted by the long term repeated
purchasing behaviour.
 Studies on Brand Preference : Prior studies on brand
preference can be divided into two groups: the first group is
for studies examined the impact of consumer-related factors.
They focused on the impact of cultural, social, psychological
and personal factors of consumers. The main findings of this
group studies revealed that changes in consumers’ life style
can cause changes in their brand preferences. The consumers’
personality traits and values are also considered to be
important predicators of brand preference. The second group
addressed the impact of brand-related factors such as the brand
price and other marketing communications tools with
particular concern on advertising and promotion. One of the
major findings of these studies is that the brand attributes, plus
other brand factors such as perceived value have a significant
impact on brand preference. In addition, the interaction
between the self-image and brand-image; the self-image
congruence has shown to be important in brand preference
building.
 Definition of Cellular/Mobile phone

The Cellular telephone (commonly "mobile phone" or "cell phone"

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

The telecom industry is one of the fastest growing industries

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

Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone
services were introduced in India in 1881. In 1883 telephone
services were merged with the postal system. Indian Radio
Telegraph Company (IRT) was formed in 1923. After independence
in 1947, all the foreign telecommunication companies were
nationalized to form the Posts, Telephone and Telegraph (PTT), a
monopoly run by the government's Ministry of Communications.
Telecom sector was considered as a strategic service and the
government considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to

flow in 1980s when the private sector was allowed in
telecommunications equipment manufacturing. In 1985,
Department of Telecommunications (DOT) was established. It was
an exclusive provider of domestic and long-distance service that
would be its own regulator (separate from the postal system). In
1986, two wholly government-owned companies were created: the
Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited
(MTNL) for service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general
opening up of the economy. Also, examples of telecom revolution
in many other countries, which resulted in better quality of service
and lower tariffs, led Indian policy makers to initiate a change
process finally resulting in opening up of telecom services sector for
the private sector. National Telecom Policy (NTP) 1994 was the first
attempt to give a comprehensive roadmap for the Indian
telecommunications sector. In 1997, Telecom Regulatory Authority
of India (TRAI) was created. TRAI was formed to act as a regulator
to facilitate the growth of the telecom sector. New National Telecom
Policy was adopted in 1999 and cellular services were also launched
in the same year.
Telecommunication sector in India can be divided into two
segments: Fixed Service Provider (FSPs), and Cellular Services.
Fixed line services consist of basic services, national or domestic
long distance and international long distance services. The state
operators (BSNL and MTNL), account for almost 90 per cent of
revenues from basic services. Private sector services are presently
available in selective urban areas, and collectively account for less
than 5 per cent of subscriptions. However, private services focus on
the business/corporate sector, and offer reliable, high- end services,
such as leased lines, ISDN, closed user group and
videoconferencing.

Cellular services can be further divided into two categories: Global

System for Mobile Communications (GSM) and Code Division
Multiple Access (CDMA). The GSM sector is dominated by Airtel,
Vodafone-Essar, and Idea Cellular, while the CDMA sector is
dominated by Reliance and Tata Indicom. Opening up of
international and domestic long distance telephony services are the
major growth drivers for cellular industry. Cellular operators get
substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main
source of revenue. The reduction in tariffs for airtime, national long
distance, international long distance, and handset prices has driven
demand.
 The Key players in the Telecom Market in India

1. Nokia
2. Motorola
3. Samsung
4. LG
5. Sony Ericsson
Nokia

In 1865, an engineer named Fredrik Idestam established a wood-

pulp mill and started manufacturing paper in southern Finland near
the banks of a river. Those were the days when there was a strong
demand for paper in the industry, the 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 workforce and a small
community grew around it. In southern Finland a community called
Nokia still exists on the riverbank of Emäkoski.

Finnish Rubber Works, a manufacturer a Rubber goods, impressed

with the hydro-electricity produced by the Nokia wood-pulp (from
river Emäkoski), merged up and started selling goods under the
brand name on Nokia. After World War II, it acquired a major part
of the Finnish Cable Works shares. The Finnish Cable Works had
grown quickly due to the increasing need for power transmission
and telegraph and telephone networks in the World War II.
Gradually the ownership of the Rubber Works and the Cable Works
companies consolidated. In 1967, all the 3 companies merged-up to
form the Nokia Group. The Electronics Department generated 3 %
of the Group’s net sales and provided work for 460 people in 1967,
when the Nokia
Group was formed.
In the beginning of 1970, the telephone exchanges consisted of
electro-mechanical analog switches. Soon Nokia successfully
developed the digital switch (Nokia DX 200) thereby replacing the
prior electro mechanical analog switch. The Nokia DX 200 was
embedded with high-level computer language as well as Intel
microprocessors which in turn allowed computer-controlled
telephone exchanges to be on the top and which is till date the basis
for Nokia’s network infrastructure.

Introduction of mobile network began enabling the Nokia

production to invent the
Nordic Mobile Telephony (NMT), the world’s very first
multinational cellular
Network in 1981. The NMT was later on introduced in other
countries. Very soon Global System for Mobile Communication
(GSM), a digital mobile telephony, was launched and Nokia started
the development of GSM phones. Beginning of the 1990 brought
about an economic recession in Finland. (Rumour has it that Nokia
was offered to the Swedish telecom company Ericsson during this
time which was refused) Due to this Nokia increased its sale of GSM
phones that was enormous. This was the main reason for Nokia to
not only be one of the largest but also the most important companies
in Finland. As per the sources, in August 1997, Nokia supplied GSM
systems to 59 operators in 31 countries.

Slowly and steadily, Nokia became a large television manufacturer

and also the largest information technology company in the Nordic
countries. During the economic recession the Nokia was committed
to telecommunications. The 2100 series of the production was so
successful that inspite of its goal to sell 500,000 units, it
marvellously sold 20 million. Presently, Nokia is the number 1
production in digital technologies, it invests 8.5% of net sales in
research and development. Also has its annual Nokia Game.

Enter to Global System Communication

Nokia Corporation (Nokia), a Finland based company incorporated

in 1967, is the leading manufacturer of mobile devices and mobile
networks in the world. Over the years, Nokia has evolved from a
pulp, rubber and cables manufacturing company to a major
manufacturer of wireless devices and networks. Nokia offers a wide
range of mobile devices with experiences in music, navigation,
video, television, imaging, games and business mobility. It also
provides equipment, solutions and services for network operators,
service providers and corporations. The company offers its products
in 150 countries across the world. It is headquartered in Espoo,
Finland and employs about 68,500 people.

The company recorded revenues of E41, 121 million during the

fiscal year ended December 2006, and an increase of 20.3% over
2005. The operating profit of the
company was E5, 488 million during fiscal year 2006, an increase
of 18.3% over 2005. The net profit was E4, 306 million in fiscal year
2006, an increase of 19.1% over 2005.

Nokia Corporation manufactures mobile devices principally based

on global system for mobile communications, code division
multiple access (CDMA), and wideband CDMA (WCDMA)
technologies. The company operates in three divisions: Multimedia,
Enterprise Solutions, and Networks. The Multimedia division
focuses on bringing connected mobile multimedia to consumers in
the form of advanced mobile devices, including 3G WCDMA
mobile devices and solutions. The Enterprise Solutions division
enables businesses and institutions to extend their use of mobility
from mobile devices for voice and basic data to secure mobile
access, content, and applications. Its solutions include business-
optimized mobile devices for end users, a portfolio of Internet
portfolio network perimeter security gateways, and mobile
connectivity offerings. The Networks division provides network
infrastructure, communications, and networks service platforms and
professional services to operators and service providers. Nokia
Corporation is based in Espoo, Finland.
Motorola

MOTOROLA Electronics a wholly owned subsidiary of

MOTOROLA Electronics was established in January, 2003 after
clearance from the Foreign Investment Promotion Board(FIPB).
The trend of beating industry norms started with the fastest ever-
nationwide launch by MOTOROLA in a period of 4 and 5 months
with the commencement of operations in May 2003.

MOTOROLA set up a state-of-the art manufacturing facility at

Greater Noida, near Delhi, in 2004, with an investment of Rs 500
Crores. During the year 2001, MOTOROLA also commenced the
home production for its eco-friendly Refrigerators and established
its assembly line for its PC Monitors at its Greater Noida
manufacturing unit.
The Greater Noida manufacturing unit line has been designed
with the latest technologies at par with international standards
at Korea and is one of the most Eco-friendly units amongst all
MOTOROLA manufacturing plants in the world.
The year 2001 witnessed MOTOROLA becoming the fastest
growing company in the consumer electronics, home
appliances and computer peripherals industry. The company
had till the month of October 2001 achieved a cumulative
turnover of Rs 5000 Crores in India since its inception in 2003
, making it the fastest ever Rs 5000 Crores clocked by any
company in the Indian consumer electronics and home
appliances industry. Having achieved this milestone,
MOTOROLA achieved another benchmark with the first ever
sales of One Lakh ACs (Windows and Splits) in a calendar
year. MOTOROLA is poised to surpass its turnover target of
Rs. 2700 Crores this year and clock a turnover of Rs. 3000
Crores.
This year, MOTOROLA has emerged as the leader in Colour
Televisions, Semi Automatic Washing Machines, Air
Conditioners, Frost-Free Refrigerators and Microwaves
Ovens. In Colour Televisions having set the sales target of one
million units of Colour Televisions for 2002, MOTOROLA
has already achieved the one million mark in the month ahead
of its target.
MOTOROLA Electronics India is the fastest growing
company in the consumer electronics, home appliances and
computer peripherals industry today.

MOTOROLA Electronics is continually providing superior

technology products & value for money to over 50 lacs
households in India.
Samsung

The Samsung Group is the world's largest conglomerate. It is

South Korea's largest chaebol and composed of numerous
international businesses, all united under the Samsung brand,
including Samsung Electronics, the world's largest electronics
company, Samsung Heavy Industries, one of the world's largest
shipbuilders and Samsung Engineering & Construction, a major
global construction company. These three multinationals form the
core of Samsung Group and reflect its name - the meaning of the
Korean word Samsung is "tristar" or "three stars".

The Samsung brand is the best known South Korean brand in the
world and in 2005, Samsung overtook Japanese rival Sony as the
world's leading consumer electronics brand and became part of the
top twenty global brands overall. It is also the leader in many
domestic industries, such as the financial, chemical, retail and
entertainment industries. Samsung's strong influence in South Korea
is visible throughout the nation, and is sometimes called the
'Republic of Samsung'.

The 1990s saw Samsung rise as an international corporation. Not

only did it acquire a number of businesses abroad, but also began
leading the way in certain electronic components. Samsung's
construction branch was awarded a contract to build one of the two
Petronas Towers in Malaysia, Taipei 101 in Taiwan and the Burj
Dubai in United Arab Emirates (founded by Callum Cuirtis), which
is the tallest structure ever constructed. In 1996, the Samsung Group
reacquired the Sungkyunkwan University foundation. In 1993 and
in order to change the strategy from the imitating cost-leader to the
role of a differentiator, Lee Kun-hee, Lee Byung-chull’s successor,
sold off ten of Samsung Group's subsidiaries, downsized the
company, and merged other operations to concentrate on three
industries: electronics, engineering, and chemicals (Samsung
Electronics).

Samsung is the world's largest manufacturer of Televisions

and various other consumer electronics.
Samsung is the world's second largest mobile phone maker.
Compared to other major Korean companies, Samsung
survived the Asian financial crisis of 1997-98 relatively
unharmed. However, Samsung Motor Co, a $5 billion venture
was sold to Renault at a significant loss. Most importantly,
Samsung Electronics (SEC) was officially spun-off from the
Samsung Group and has since come to dominate the group and
the worldwide semiconductor business, even surpassing
worldwide leader Intel in investments for the 2005 fiscal year.
Samsung's brand strength has greatly improved in the last few
years. [9]
Samsung became the largest producer of memory chips in the
world in 1992-Samsung, the world's second-largest chipmaker
after Intel, see Worldwide Top 20 Semiconductor Market
[10]
Share Ranking Year by Year. . In 1995, it built its first
liquid-crystal display screen. Ten years later, Samsung grew
to be the world's largest manufacturer of liquid-crystal display
panels. Sony, which had not invested in LCDs, contacted
Samsung to cooperate. In 2006, S- LCD was established as a
joint venture between Samsung and Sony in order to provide a
stable supply of LCD panels for both manufacturers. S-LCD
is owned by Samsung and Sony 51% to 49% respectively and
operates its factories and facilities in Tangjung, South Korea.
In 2008, Samsung became the largest mobile phone maker in
the United States and 2nd largest in the World.
LG

The LG Group is South Korea's third largest chaebol and is a

multinational conglomerate that produces electronics, mobile
phones, and petrochemical products and operates subsidiaries like
LG Electronics, LG Telecom, Zenith Electronics and LG Chem in
over 80 countries. LG Group founder Koo In Hwoi established Lak
Hui Chemical Industrial Corp. in 1947. As the company expanded
its plastics business, it established GoldStar Co., Ltd., (currently LG
Electronics Inc.) in 1958.In 1959, Goldstar produced Korea's first
radio. Many consumer electronics were sold under the brand name
GoldStar, while some other household products (not available
outside South Korea) were sold under the brand name of Lucky. The
Lucky brand was famous for its hygiene products line such as soaps
and Hi-Ti laundry detergents, but most associated with its Lucky
and Perioe toothpaste. In 1995, it was renamed "LG", the
abbreviation of "Lucky GoldStar". More recently, the company
associates its tagline "Life's Good", with the letters LG. Since 2001,
LG has two joint ventures with Royal Philips Electronics: LG
Philips Display and LG. Philips LCD. LG has entered into a joint
venture with Nortel Networks and has created LG-Nortel Co. Ltd.
LG also has a joint venture with Hitachi, Hitachi-LG Data Storage,
which manufactures optical data storage products like DVD-ROM
drives, CD writers, etc. LG acquired American television
manufacturing company Zenith in 1999.
LG Electronics is the world's second biggest maker of Televisions
and third biggest marker of LCD TVs and Mobile Phones. With
headquarters in the LG Twin Towers on Yeouido, Seoul, LG
Electronics is the flagship company of LG Group, one of the world's
largest Conglomerate. The company has 75 subsidiaries worldwide
that design and manufacture televisions, home appliances, and
telecommunications devices. LG Electronics owns Zenith
Electronics and controls 37.9 percent of LG Display. By 2005, LG
was a Top 100 global brand and in 2006, LG recorded a brand
growth of 14%.Now the world's largest plasma panel manufacturer,
its affiliate, LG Display, is one of the largest manufacturers of liquid
crystal displays. Also in 2006, the company's mobile phone division,
LG Mobile, marketed the LG Chocolate phone, changing the
company's image of the maker of thick 3G phones. It now focuses
on the design and marketing of phones such as the LG Shine, the LG
Glimmer and LG Prada (KE850). As a result, the company was
picked as "The Design Team of the Year" by the Red Dot Design
Award in
2006~2007 and is often called the "New Apple" in the industry and
online communities. In 2006, its net income was $226 million, on
total revenues of $24.7 billion. The company was originally
established in 1958 as GoldStar, producing radios, TVs,
refrigerators, washing machines, and air conditioners. The LG
Group was a merger of two Korean companies, Lucky and GoldStar,
from which the abbreviation of LG was derived. The current "Life's
Good" slogan is a backronym. Before the corporate name change to
LG, household products were sold under the brand name of Lucky,
while electronic products were sold under the brand name of
GoldStar . The GoldStar brand is still perceived as a discount brand.
In 1995, GoldStar was renamed LG Electronics, and acquired Zenith
Electronics of the United States. LG Solar Energy is a subsidiary
formed in 2007 to allow LG Chem to supply polysilicon to LG
Electronics for production of solar cells. In 2008, LG took its first
dive into the solar-panel manufacturing pool, as it announced a
preliminary deal to form a joint venture with Conergy. Under the
deal, set to be completed by year's end, LG would acquire a 75
percent stake in Conergy's Frankfurt solar-panel plant
Mobile communications
LG Electronics is the world's third largest handset maker.
Digital appliance
Sony Ericson

Corporate structure

Sony Ericsson Mobile Communications is a global provider of

mobile multimedia devices, including feature-rich phones,
accessories and PC cards. The products combine powerful
technology with innovative applications for mobile imaging, music,
communications and entertainment. The net result is that Sony
Ericsson is an enticing brand that creates compelling business
opportunities for mobile operators and desirable, fun products for
end users.
Sony Ericsson Mobile Communications was established in 2001 by
telecommunications leader Ericsson and consumer electronics
powerhouse Sony Corporation. The company is owned equally by
Ericsson and Sony and announced its first joint products in March
2002. Sony Ericsson products have universal appeal and are
different in the key areas of imaging, music, design and applications.
The company has launched products that make best use of the major
mobile communications technologies, such as the 2G and 3G
platforms, while enhancing its offerings to entry level markets.

Sony Ericsson undertakes product research, design and

development, manufacturing, marketing, sales, distribution and
customer services. Global management is based in London, and
R&D is in Sweden, UK, France, Netherlands, India, Japan, China
and the US. The management team is led by President Hideki
Komiyama, a former senior executive of Sony Europe and one of
the key players in the growth of Sony in Europe; and Executive
Vice-President and Head of Sales Anders Runevad, the former
President Ericsson Brazil.

Industry accolades
As new products are introduced to end user acclaim, existing
products continue to receive accolades and Sony Ericsson is today
accepted as a world leader in design and innovation. The globally
acclaimed T610 and later generations of the company’s product
portfolio frequently win awards. The GSM Association voted the
V800 as Best 3G Handset for 2004, a fully-featured phone made for
Vodafone with the full range of mobile entertainment features and
multi-directional camera, and the K750i received the TIPA Award
2005/2006 for ‘Best Mobile Imaging Device’, chosen by 31 leading
European photography/imagining magazines and judged on quality,
performance and value for money. In February 2007 the GSM
Association presented
Sony Ericsson with the ‘Best 3GSM Mobile Handset’ award for the
K800 Cyber-shot phone.
Innovation in partnership
Sony Ericsson strives to be a cutting edge provider of applications,
forging partnerships with developers and content providers.
Strategic agreement with partners such as Sony BMG is one way in
which the company is bringing the best and latest in entertainment
content to its users. Sony Ericsson has also activated a global
sponsorship deal with the Women’s Tennis Association Tour, which
was renamed the Sony Ericsson WTA Tour in January 2005. The
six-year title sponsorship is an unprecedented opportunity for Sony
Ericsson to offer tennis fans new ways to experience the game
through mobile technology, connectivity and content. In the mobile
gaming market Sony Ericsson took the lead in 2004, being the first
to launch Java 3D-enabled handsets, and is forging ahead to bring
3D gaming to a wider audience.
 f. OBJECTIVES OF THE STUDY

The Primary Objective was to study the perception & buying

behavior of students towards various mobile brands.

The Secondary Objectives of this study were to identify:

To know about the student preference level associated with

different mobile phones.
To find out the students satisfaction 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 impact on
the buying decision of students.
Factors, which help in increasing the sale of mobile phones.
 2. RESEARCH METHODOLOGY

a. SAMPLING METHODOLOGY:

Sample Size —250 respondents

Sample Unit- Students of Graduation and the Post Graduation
have been taken as sample unit.
Sampling Area – Delhi North Campus DU
Sampling Technique - Random Sampling technique

b. RESEARCH DESIGN: -

• Visited the students across Ghaziabad & gathered information

required as per the questionnaire.
• The research design is probability research design and is
descriptive research.

c. DATA COLLECTION:

• Primary data has been used by me in the form of Questionnaire

& Observation, which are the two basic methods of collecting
primary data, which suffices all research objectives.
• Secondary data sources like catalogue of the company, product
range book of the company & various internet sites such as
motorola.com & google.com have been used.
3. DATA ANALYSIS AND INTERPRETATION

Q-1 Sex ratio of the respondents

Table Number - 1

PARTICULARS NUMBER %AGE

MALE 139 55.6

FEMALE 111 44.4

16
0
14
0
12 Number of
0 the
10 Respondent
0 s
80 Percentage
60 of the
Respondent
40
s
20
0
Interpretation:

The graphical representation of the table shows that out of the

250 Respondents, 139 were male and 111 were female.
Q.2- Occupation of the Respondents’ Family

Table Number – 2

NUMBE
PARTICULARS R %AGE

Service 109 43.6

Professional 34 13.6

Business 76 30.4

Others 31 12.4

Total 250 100

12
0
10
0
No of the
80 Respondent
60 Percentage
of the
40 Respondent
20
0
Professio Busines Oth
Service nal s ers
Interpretation

The graphical representation of the table shows that out of the 250
respondents, 109 respondents belong to the service family, 76 were
from business, 34 were from the professional and 31 were from the
others family.
Q- 3 Income level of the respondents family

Table Number- 3

PARTICULARS NUMBER %AGE

Less than 15,000 101 40.4

15,001-25,000 61 24.4

25,001-35,000 52 20.8

35001 & above 36 14.4

Total 250 100

120
100
80 Number of the
Respondents
60
Percentage of the
Respondents
40
20
0
15,001 35,001
Less than - 25,001- &
15,000 25,000 35,000 Above
Interpretation

The graphical representation of the table shows that out of the 250
respondents, 101 respondents were from the family whose income
is less than 15,000, 61 respondents were from the family whose
income is between the 15,001 – 25,000, 52 respondents were from
the family whose income is between 25,001- 35,000 and rest were
from the family whose income is above 35,001.
Q-4. Educational Background of the Respondent’s parents

Table Number- 4

PARTICULARS NUMBER %AGE

High school 34 13.6

Intermediate 23 9.2

Graduate 89 35.6

Post graduate 98 39.6

Other 6 2.4

Total 250 100

 12
0
10
0

Number of
80 the
Respondent
60
Percentage
of the

40 Respondent

20

Interpretation:
The graphical representation shows that out of the 250 respondents,
98 respondent’s parents are post graduate, 89 respondent’s parents
are graduate, 34 respondent’s parents are high school, 23 are
intermediate and rest have others educational background.
Q-5 - Which mobile phone you are using?

Table No. 5

Name of the
S.NO Mobile Number of the Percentage of
Phones Respondents Respondents

1 Nokia 155 62

2 Samsung 6 2.4

3 Sony Ericson 34 13.6

4 LG 22 8.8

5 Motorola 22 8.8

6 Others 11 4.4

Total 250 100.0

 Number of the Respondents with Various Mobile
Phones

18
0
16
0
14
0

12
0 No of the
respondents
10
0

80 Percentage of
60 Respondents
40
20
0

Nokia
Sony Motorola Others

Interpretation
Out of the 250 respondents, 155 are using the Nokia phones, 34 are
using the Sony Ericson, 6 are using the Samsung, 22 are using the
LG, 22 are using the Motorola and 11 are using the Others.
Q.6 - How long you are using the mobile phones?

Table No.- 6

Time Period of
S.NO using Number of the Percentage of
the mobile phones Respondents Respondents

1 Less than 1 year 48 19.2

2 1-2 years 75 30

3 2-4 years 56 22.4

4 Above 4 years 71 28.4

Total 250 100.0

 Number of the Respondents on the basis of usage time
period

80
70
60
50 Number of the
40 Respondents
30 Percentage of the
20 Respondents
10
0
1-2 2- Above 4
Less than 1 year 4year year
year

Interpretation
Out of the 250 respondents 48 are using for less than year, 75
are using for 1-2years, 56 are using for 2-4 years, 71 are using
for above 4 years.
Q.7- How often do you change your mobile phone?

Table No.- 7

S.NO Frequency of Number of the Percentage of

changing the
mobile Respondents Respondents
Phones

1 Less than 1 year 59 23.6

2 1-2 years 88 35.2

3 2-4 years 43 17.4

4 Above 4 years 60 24

Total 250 100.0

 Number of the Respondents on the basis of
frequency of changing the mobile
phones

10
0
90 Number of the
80 Respondents
70
60 Percentage of the
50 Respondents
40
30
20
10
0
1-2 2- Above 4
Less than 1 year 4year year
Year

Interpretation

Out of the 250 respondents 59 are using for less than year, 88
are using for 1-2years, 48 are using for 2-4 years, 60 are using
for above 4 years.
Q.8 What will you be willing to pay for a mobile phone by
respondents.
Table Number- 8
NUMBE
PARTICULARS R %AGE

Less than 10,000 142 56.8

10,000 to 20,000 86 34.4

20,001 to 40,000 15 6

Any amount 7 2.8

Total 250 100

 16
0
14
0 Number of
12 the
0 Respondent
10 s
0
Percentage
80
of the
60
Respondent
40 s
20
0
10,00 20,001
Less than 1- - any
20,00 40,00 amou
10,000 0 0 nt

Interpretation:
The graphical representation shows that out of the 250 respondents,
142 respondents were willing to spend less than 10,000, 86 were
willing to spend between 10,001 to 20,000, 15 were willing to pay
between 20,001 to 40,000 and rest were ready to pay any amount.
Q-9 . Consider the TV advertisement you like most –what brand
is it promoting by respondents.

Table Number- 9
PARTICU NUMB
LARS ER %AGE

Nokia 122 48.8

Samsu
ng 43 17.2

Sony
Ericson 42 16.8

LG 11 4.4

Motorola 24 9.6

Iphone 2 .8

Blackberry 4 1.6

Other 2 .8

Tot
al 250 100
 140

120

100
Number of
the
Respondent
80 s

Percentage
60 of the
Respondent
s
40

20

0
N L
O G
KI
A Iphone Others
Sams Erics Mot Black
ung on orola berry
Sony

Interpretation:
Out of the 250 respondents, 122 like the Nokia advertisement most,
43 like the samsung, 42 like the Sony Ericson, 24 like the Motorola,
11 like the LG and rest like others
FINDINGS

Nokia is the most favorite brand of the college student.

35% student change their mobile phones within 1to2 years

30% students are using the mobile phones since last 1 to 2

years.

51% students are ready to pay for a mobile phone less than
10,000 and they spend according to their family income.

49% students like the Nokia advertisement most.

Mostly students use the mobile phones for talking, SMS

and for using the GPRS function.

Mostly students have handsfree, bluetooth and memory card.

Almost all students are aware about the GPRS, Bluetooth

and MMS service but least students are aware about the 3G
function.

Most favourite brand among the college students is Nokia

and the least favorite brand is LG.

Appearance, Price, Brand Image and advertisement are the

important factors for the students while purchasing mobile
phones.

Mostly students prefer slim, medium in weight and large in

size handset

Mostly students see advertisement on television

RECOMMENDATIONS

Nokia should provide better service and try to solve the

hanging problem

Cellular companies should increase the awareness about the

3G service.

Companies should offer more range of Rs. 10,000 or less than

10,000.

LG and Samsung should try to expand its market share and

also should try to increase the awareness through the
television advertisement.

All companies should increase their distribution channel.

The companies should continue to work on the Strategy

of T.Q.M (Total Quality Management)

Consumers do not get satisfied with the promotional

policies of the companies. New techniques of promotion is
required to create awareness about the entire range of
companies products.
LIMITATIONS

A small sample size of 250 students is taken, so we can not

draw inferences about the population from this sample size.

Time period is short and resource constraints.

The scope of the project is limited to the Delhi University

North Campus . So, we cannot say that the same response will
exist throughout India.

This study is based on the prevailing student’s satisfaction. But

the student’s satisfaction may change according to time,
fashion, technology, development, etc.
BIBLIOGRAPHY

BOOKS:

MARKETING MANAGEMENT - V.S. Ramaswamy,

S.Namakumari

RESEARCH METHODOLOGY - C.R.Kothari

OPERATION RESEARCH - Vittal

Web Resources:

www.trai.gov.in
http ://www.nokia.com/t-aboutus-ttsl-organization. aspx
http://www.samsung.co
.in/webapp/Aboutus/aboutushome.js
http ://www.LG.com/LG.portal? nfpb=true&pageLabel=LG
Page AboutLG
http://www.motorola.co.in/about.htm

www.google.com

www.scribd.com
 ANNEXURE

Questionnaire