Gopi

lOMoAR cPSD| 33945961
“CUSTOMER SATISFACTION OF REDMI PHONES”

Project report submitted to
CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

In partial fulfillment of the requirements for the award of the degree of
Master of Commerce
Submitted by
JITHIN FRANCIS (Reg.No:CCATMCM012)
Under the guidance of
Prof. SHINE PAUL
POST GRADUATE DEPARTMENT OF COMMERCE CHRIST
COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT
MARCH 2021
CERTIFICATE
This is to certify that the project entitled “CUSTOMER SATISFACTION OF

Francis is a bo-nfiade record of work done under
REDMI PHONES” by Mr. Jithin
my guidance and supervision in partial fulfillment of the requirem ent for the
award of the degree of M ofa sCtoemrmerc e.
Dr. JOSHEENA JOSE Prof. SHINE PAU L
(Head of the department) ( Project Gui)d e

DECLARATION
I, Jithin Francis, hereby declare that the bona-fide record of “CUSTOMER

SATISFACTION OF REDMI PHONES” done in partial fulfillment of the M.Com
degree program of Calicut University under the guidance of Prof. Shine Paul, Post
Graduate Department of Commerce, Christ College (Autonomous), Irinjalakuda
I also declare that the project has not formed the basis of reward of any degree or
any other similar title to any other University.
Place: Irinjalakuda JITHIN FRANCIS

Date: 30-03-2021
ACKNOWLEDGEMENT
I take this opportunity to express my sincere thanks and deep sense of gratitude to
all those who have helped me in various ways for the completion of this project.
First, I praise and thank God Almighty who showers his plentiful blessings upon
me, who guide, shield and strengthen me all the time.
I wish to express my profound gratitude and heart-felt thanks to our Principal Fr.
Dr. Jolly Andrews CMI for his encouragement and for giving me permission for the
study.
I am thankful my Project Guide Prof. Shine Paul without whose guidance and
encouragement, I could not have completed my Project work. Schedule, she spared
her moral support besides the scholarly guidance in research is the foundation of
this Project. Thank you, for all the help and guidance.
I express my sincere gratitude to Dr. Josheena Jose, HOD and other faculties of
the department for their valuable advices and co-operation, rendered for the
successful completion of my project.
I put forward my thankfulness to the Librarian and Non-Teaching Staffs of Christ

College Irinjalakuda (Autonomous) for their co-operation.
I also take this opportunity to thank my parents, friends and classmates who have
been a source of inspiration and assist me in this work. Without their
encouragement, it would not have been possible for me to complete my project
successfully.
I am also grateful to all my respondents who spend their valuable time in filling the
questionnaire.
Place: Irinjalakuda
Date: 30-03-2021 JITHIN FRANCIS

TABLE OF CONTENT
4.18 RECOMMEND TO FRIENDS OR RELATIVES 54

4.19 EXPECTED IMPROVEMENT 55
4.20 PRICE 56
4.21 DESIGN OF THE PHONE 57
4.22 BATTERY PERFOMENCE 58
4.23 CLARITY 59
4.24 INTERNAL STORAGE 60
LEVENE'S TEST FOR EQUALITY OF
4.25 62
VARIANCES
4.26 LEVENE'S TEST FOR EQUALITY OF 63
VARIANCES
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(gopibabool@gmail.com)
LIST OF FIGURES
TABLE PAGE
TITLE
No. No.
4.1 CLASSIFICATION ON THE BASIS OF AGE 22

4.2 GENDER WISE CLASSIFICATION 23
4.3 OCCUPATION OF THE RESPONDENTS 24

REGULARLY USES OF SMART PHONES
4.4 25
SHOWING HOW LONG SMART PHONE

4.5 26
HAVE BEEN OWED
PURPOSE BY THE SMART PHONE
4.6 28
4.7 REASON TO PREFER REDMI PHONE 29

4.8 BASED ON PRICE RANGE 41
WORTH THE MONEY

4.9 42
CUSTOMER SERVICE
4.10 44
4.11 VARIETY MODELS 45

4.12 PERIOD OF USAGE 47
4.13 FACTOR EFFECT YOUR PURCHASE 48

4.14 CLARITY OF CAMERA 50
BATTERY CAPACITY
4.15 51
INTERNAL MEMORY
4.16 52
PROMOTIONL ACTIVITY
4.17 53
4.18 RECOMMEND TO FRIENDS OR RELATIVES 54

4.19 EXPECTED IMPROVEMENT 56
4.20 PRICE 57
4.21 DESIGN OF THE PHONE 58
4.22 BATTERY PERFOMENCE 59
4.23 CLARITY 60
4.24 INTERNAL STORAGE 61

CHAPTER –
1
INTRODUCTION
1.1INTROUDCTION
Today communication is the most important gift self-gifted by man. It acts as a

repository of wisdom, a propeller for the advancement of knowledge and the
telescope to view the vision of the future. A mobile phone is a device that can
make and receive telephone calls over a radio link while moving around a wide
geographic area. India’s mobile phone Industry is one of the fastest growing
Industries in the world. Mobile phones have become Ubiquitous in our society.
In fact they have been around for several decades in some form or another.
Smart phone has changed the way we do things; the role smart phones play in
today’s society is phenomenal. Today, Smart phones is been substituted the role of
computer, making it possible to do a lot of functions with this small handheld
device. A Smartphone is a Mobile phone built on a mobile computing platform,
with more advanced computing ability and connectivity than a feature phone.
Number of Brands in the Smartphone market is increasing rapidly and this has led
to various innovations in the field and a very stiff competition among the players.
The Leading Smartphone brands in the market are Xiaomi, Samsung, Nokia,
Apple, Lenovo, Asus, and Motorola. Redmi is a sub brand owners by the Chinese
electronics company Xiaomi. It was introduced as a budget smart phone line
manufactured by Xiaomi, that was first announced in July 2013.Redmi phones use
the Xiaomi MIUI user interface on top of android.
Customer satisfaction is a measure of how products and services supplied by a

company meet or surpass customer expectation. It is seen as a key performance
indicator within business and is often part of a balanced scorecard. In a
competitive marketplace where business competes for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy. India being an emerging market is the target of many
existing and emerging Smartphone companies and they are competing to capture
the market with improved quality and features at fair prices. Thus the study on
1
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customer satisfaction of Redmi Smartphone helps to get an idea about the level of
satisfaction of Redmi Customers.
1.2 SATEMENT OF THE PROBLEM
Technology is very much dynamic. It is always evolving and changing. The

companies have to identify the needs and wants of their existing and also
prospective consumers. Redmi has a good share in the market because of its
performance. It is very important to study the customer satisfaction for providing
better experience.
1.3 SCOPE OF THE STUDY
The scope of the study is confined to evaluating satisfaction of Redmi mobile

phone users. It is mainly concentrated to Thrissur city. It is a preliminary study of
Redmi mobile phone to examine the customer’s satisfaction. This project can be
useful to top management to take appropriate decision for improvement of the
features or updates
1.4 SIGNIFICANCE OF THE STUDY
The last decade has witnessed a major breakthrough in the mobile phone industry
with arrival of smart phones. Today’s smart phones possess such improved
technology and features that it has become almost a substitute for personal
computers. Today smart phone market is one of the fastest growing markets and
there are vast numbers of players in the market and also competition is very high.
Smartphone companies are making new and new innovations in various aspects
of the phone to succeed in this highly competitive market. Each and every new
models introduced in the market has improved and differentiated features than the
old ones. The Chinese smart phone company Redmi has become firm favorite with
the Indian consumer base. The growing share of Redmi in India is a testimony of
increasing influence over the people. India is an extremely important market in
Redmi mobilization strategy and one of their largest markets outside of mainland
2
China. Thus it is important to study on the customer satisfaction of Redmi smart

phone.
1.5 OBJECTIVES OF THE STUDY
The important objectives of the study include:
• To identify the factors which influence the customer to purchase Redmi mobile
phones
• To analyze the level of customer satisfaction based on gender respect to Redmi
mobile phone features.
• To analyze the factors that influences the level of satisfaction of customers.
1.6 HYPOTHESES
H1: There is significant difference in factors influencing the satisfaction of male

and female customers.
H2: There is significant difference in factors influencing the purchase decision of

male and female customers.
1.7 RESEARCH METHODOLOGY
Both primary and secondary data will be used for the study. Primary data will be
collected through questionnaire. Secondary data will be collected from internet,
journals, magazines and books.
A sample of 100 people, who uses Redmi Smartphone’s, was selected by

convenience sampling from the population and the questionnaires were distributed
to them in order to collect information.
1.8 LIMITATIONS OF THE STUDY
This study is not free from limitations. Some of the limitations of the study are as
follows:-

• The response of respondents may or may not be bias.
• The study is about Redmi mobile phones only and finding cannot be
generalized.
1.9 CHAPTER SCHEME
The present study is consists of five chapters. The first chapter is the introduction.
The second chapter deals with the review of literature. Conceptual framework is
the third chapter. Analysis and interpretation are made in the fourth chapter. And
the fifth chapter is the findings, suggestions, and conclusion.
4
CHAPTER – 2
REVIEW OF LITERATURE
REVIEW OF LITERATURE
In order to have better understanding about the present study in its proper perspective,
it has undertaken to present the corresponding studies through review of what has
already been done in the field.

1. Shakir Hafeez and S.A.F. Hasnu (2010) in their article titled, “Customer satisfaction
for cellular Phones in Pakistan: A Case Study of Mobil ink” have studied that
Customer satisfaction is a crucial element for the success of all businesses. One of
the biggest challenges for a market is how to satisfy and retain the customers.
Overall customer satisfaction and customer loyalty is comparatively low among the
consumers. The customer loyalty in mobile sector is relatively low because it is an
emerging industry
2. T.Kavipriya and P.Renugarajan (2012) in their article, “User’s Level of Satisfaction

with mobile phone service providers- with Special Reference to Tirupur
District, Tamil Nadu” has point out in recent the demand for mobile phone is
increasing. Though cell phone industry has its origin in the recent past and growth has
been excellent. And the market for cell phone has become very competitive. The
finding of the study to market their services, every company is adding many new
features. Day by-day, many new competitors enter the market with new attractive
schemes, provide additional facilities, adding new features to existing ones, reduce the
charges of incoming and outgoing calls, introduce varieties of handsets, models a
healthy competition that benefits the subscribers.
3. Vipan Bansal and Bindu Bansal (2013) have studied the customer satisfaction of
Mobile phone service users operating in Malwa Punjab”. This paper is used to trace
the reason for purchasing mobile phones and usages of mobile phone applications.
This study revealed that SMS is the most widely used Valued Added Service. The
results revealed that most of the respondents were satisfied with their current service
provider, show maximum willingness for shifting to Airtel.
4. Dr.T.N.R.Kavitha and Mr.R Mohana Sundaram (2014) in their study entitled “A

Study on Customer Satisfaction towards Samsung Mobile Phone in Erode City”.
This paper carried out with an objective to determine the consumer preference and
satisfaction. This paper concentrated on one particular mobile phone brand called
5
Samsung and its Price, quality, color and satisfaction level. The findings of the study
are all customers are satisfied with after sale services of Samsung mobile brand.
5. Singh (2011) conducted a mobile phone satisfaction survey in Punjab with a sample
of size of1000 respondents. The seven major parameters Viz. convenience,
responsiveness, reliability, tangible, assurance, network quality and economy were
studied. Findings of the study are 9 availability of modern equipment, timely
delivery of bills, fulfilling the needs of the customer, ease of understanding of
schemes and offering.
6. Mandan, Bahran, &Maasomeh (2003) customer satisfaction is considered to be one

of the most important competitive factors and will be the best indicator of a
company’s profit ability in addition, customer’s satisfaction will drive company to
improve their reputation and image, to reduce customer’s turnover, and to increase
attention to customers’ needs, Such actions will help company create barriers to
switching and improve business relationships with their customers. Customer’s
satisfaction is a measure of how products and services supplied by a company meets
or surpass customer’s expectation.
7. Oliver (1987) defined Customer satisfaction as an outcome of a purchase/usage

experience would appear to be an important variable in the chain of purchase
experience linking product selection with other post purchase phenomena including
favorable word- of mouth and customer loyalty.
8. S.Namasivayam, M.Prakash and M.Krishnakumar (2014) Customer Satisfaction

should be the main aim of a business. It is essential for businesses to effectively
manage customer satisfaction. To be able do this, firms need reliable and
representative measures of satisfaction. The importance of customer satisfaction
diminishes when a firm has increased bargaining power the researcher has
conducted this study to find out the level of customer satisfaction towards Samsung
smart phones. The target respondent includes those customers who are using the

Samsung smart phones. The collected data was edited, coded and tabulated by using
some statistical tools.
9. SanySanuriMohd, Mokhtar, Ahmed AuduMaiyaki, NorzainibtMohd Noor
(2011)explores the relationship between service quality and customer satisfaction on
customer loyalty with regards to mobile phone usage among the postgraduate students
of a university in Northern Malaysia. The results show that both service quality and
customer satisfaction significantly affect the level of customer loyalty of mobile phone
users in Malaysia. It was therefore, recommended that mobile service providers should
pay special attention to their service quality and the factors that drive customer
satisfaction.
10. Liang, Wei, (2004)Linked with old-fashioned physical store businesses, mobile
frequencies offer customers sufficiently of unique value, such as no time based and
longitudinal limitation, and accessibility of information. These Smartphone
structures bring us different stages of suitability, and this device has arisen as an
important statement tool in our lives. Concerning the rapid extension of smart phone
apps service, m-commerce is estimated to be the next trend of Internet business after
ecommerce.
11. Sharma and Patterson (2000) If the customers are more engaged with the
company, there are chances that they will remain loyal for the company. An engaged
customer will first try to resolve the problem with the service provider instead of
moving to other service provider. Another strong enabler to strengthen the bond
between customer and the company is an effective communication and timely
sharing of information between the customer and the client.
12. According to Pontell (2000) the customer’s satisfaction is capable of

stimulating repeat purchases as well as ‘word of mouth’ advertising, which leads
marketing professionals to seek not just to satisfy, but moreover to ‘delight’ the
customer, by offering attributes or qualities that not even the customer would have
hoped to find in the product or service. de Almeida corroborates this, emphasizing
that is no longer enough to speak of satisfying customers; rather, it is essential to
7
seek to ‘delight’ them, which is achieved when what is offered exceeds their
expectations,” that is, when “their desires and wishes are exceeded.”
13. According to Nanda (2008) aesthetic design has to do with users’ emotional
reactions. Emotional information affects human choices and preferences.
Aesthetically pleasing designs influence the key human sensory organ, the eyes, and
therefore users get emotionally attached to the device. Smart phones in different
colors and sizes provide users with personalized options. Nanda (2008), agree that
“better aesthetics lead to users’ perception of increased usability”.
14. Kimiloglu (2010) Buyers compare different smart phone brands regarding
models and attributes when it comes to making a purchase. The decisive factors
however, vary for each potential buyer. Some may focus on the price of a smart
phone. Overall, these devices are expensive due the applications they contain.
Hence, a potential buyer will balance the price with the attributes and then end up
with a decision.
15. Farris (2010) defined customer satisfaction as the number of customers, or

percentage of total customers, whose reported experience with a firm, its products,
or its services (ratings) exceeds specified satisfaction goals. Customer satisfaction
in total is equal to the emotional perception.
16. Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett, (2012) examine the
nature of consumers' perceptions of the value they derive from the everyday
experiential consumption of mobile phones and how mobile marketing
(mmarketing) can potentially enhance these value perceptions. The findings
highlight ways to tailor m-marketing strategies to complement consumers'
perceptions of the value offered through their mobile phones.
17. Ajax Persaud, Irfan Azhar, (2012) concludes that consumers' shopping style,
brand trust and value are key motivations for engaging in mobile marketing through
their smart phones. Further research should focus on specific tactics marketers use

to engage customers beyond marketing messages, that is, how they engage
customers in dialogue to build relationships, encourage purchases and build loyalty.
This could reveal how customers really want to engage in mobile marketing.
18. Ahmed Alamro, Jennifer Rowley, (2011) explored that there are 11 antecedents
of brand preference; these can be theoretically clustered into three groups:
awareness antecedents (controlled communication (advertising), and uncontrolled
communication (publicity, word of mouth) image antecedents (service value
attributes (price, quality), provider attributes (brand personality, country of origin,
service (employee + location), and corporate status (corporate image, corporate
reputation) and customer attribute antecedents (satisfaction, perceived risk, and
reference group). Multiple regressions showed the contribution of each of these
antecedents to brand preference.
19. HandeKimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover

consumer segments with different behavioral profiles in the mobile phone market.
Pragmatic consumers are found to give high importance to the functional, physical
and convenience-based attributes of the product. The abstemious group also gives
importance to functionality along with design. While value-conscious consumers
focus strongly on price, the charismatic segment represents the want-it-all group
valuing many attributes such as technological superiority, practicality, durability,
functionality, and design. The study also includes findings and discussions about the
differences these clusters display in terms of their involvement and loyalty styles.
20. Luca Petruzzellis (2010) referred and concluded that technology nowadays is
overcome by customer preferences and needs. In particular, the role of the brand is
to be analyzed with respect to its influence in shifting customer preferences from
the technical performances (tangible elements) to the emotional/symbolic ones
(intangible elements). The researchers had provided an analysis of the brand attitude
and perception tested and viewed through user eyes.
21. Chu-Mei Liu (2002) inferred that Branding is important to manufacturers,

retailers and consumers. Brands with higher brand equity have higher sales. The
9
growth of mobile phone subscriptions is considerably faster in the Philippines.

Advertising and promotion are undertaken through cooperation between the service
providers and mobile phone manufacturers. The study tries to find out the effects of
the different activities on consumer choice of mobile phone brands.
22. Arvind Sahay and Nivedita Sharma (2010) focused on brand relationships are
indeed important for different categories of young consumers; second, to investigate
the effect of peer influence, family influence, and brand relationships on switching
intentions amongst young consumers; and third, to look at the impact of price
changes on switching intentions in the context of brand relationships. Researcher’s
results suggest that young consumers develop relationships on all brand relationship
dimensions.
23. Ramakrishnan Venkatesakumar, D. Ramkumar and P. ThillaiRajan, (2008),

confirms that Brand loyalty and brand switching behavior of the consumers are
evergreen issues of research and strategic importance to the marketers and academic
researchers. The current research aims to address the significance of product
attributes in brand switching behavior through multi-dimensional scaling and results
suggest that a set of product attributes trigger the intention to switch the current
brand.
24. Shibashish, Chakraborty and Kalyan Sengupta (2008) endeavors to make a

detailed study on important demographic variables of customers affecting brand
switching of customers. This study will highlight pertinent aspects of prediction of
switching proclivity of customers from one service provider to another.
25. Harsha de Silva (2011) generally shows that adoption of (primarily) mobile
telephones has significant benefits not just to the adopter, but to the community at
large. In this context, the objective of the current article is to examine, from a user
10

perspective, the influences (as well as the interplay of these influences) on mobile
phone adoption by the poor in a selected set of countries in the emerging Asian
region.
REFERENCES
1. Shakir Hafeez and S.A.F Hansu (2010) "customer satisfaction for cellular
phones in Pakistan.
2. T.Kavipriya and P.Renugarajan (2012) "user's level of satisfaction with mobile
phonesservice providers "
3. Vipan Bansal and Bindu Bansal (2013) "customersatisfaction of Mobile phone
serviceusers operating in Malwa Punjab"
4. Dr.T.N.R.Kavitha and Mr.R.Mohana Sundaram (2014) "A Study on
customersatisfaction towards Samsung towards Samsung Mobile Phone
InErode City.
5. Singh (2011) “mobile phone satisfaction survey in Punjab”.
6. Mandan, Bahran, &Maasomeh (2003) customer satisfaction
7. Oliver (1987) define Customer
satisfactionhttps://www.researchgate.net/publication/235357014
8. S.Namasivayam, M.Prakash and M.Krishnakumar (2014) Customer
Satisfaction
9. SanySanuriMohd, Mokhtar, Ahmed AuduMaiyaki ,NorzainibtMohd Noor
(2011)http://www.e-journal.uum.edu.my/index.php/jbma/article/view/6795
10.Liang and Wei, 2004https://www.researchgate.net/publication/262316365
11.Sharma and Patterson, (2000)
https://www.emerald.com/insight/content/doi/10.1108/09564230010360182//h
tml
12.Pontell (2000) https://www.researchgate.net/publication/220438701
13.Nanda et al., (2008)https://www.researchgate.net/publication/220535071

14.Kimiloglu et al.,(2010)https://www.researchgate.net/publication/314131535_
15.Farris et al., (2010)https://www.researchgate.net/publication/262449342
11
16.Lynda Andrews, Judy Drennan, Rebekah RussellBennett, (2012)

https://www.researchgate. Net/publication/241699822
17.Ajax Persaud, Irfan Azhar,(2012)http://shodh.inflibnet.ac.in
18.Ahmed Alamro, Jennifer Rowley, (2011)
http://shodh.inflibnet.ac.in/bitstream/123456789/455/4/04_.pdf
19.HandeKimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover
consumer segments with different behavioral profiles in the mobile phone
market.
20.Luca Petruzzellis et al., (2010)
https://www.researchgate.net/publication/241472316_Mobile_phone_choice_
Technology_versus_marketing_The_brand_effect_in_the_Italian_market
21.Chu-Mei Liu (2002)
https://journals.sagepub.com/doi/abs/10.1177/1548051816632358
22.Arvind Sahay and Nivedita Sharma (2010)
https://www.researchgate.net/publication/312686609
Brand_Relationships_and_Switching_Behaviour_for_Highly_Used_Products
_ in_Young_Consumers
23.Ramakrishnan Venkatesakumar, D. Ramkumar and P. ThillaiRajan, (2008)
https:// journals.sagepub.com/doi/abs/10. 1177/0258042X0803300109
24.Shibashish, Chakraborty and Kalyan Sengupta (2008)
https://journals.sagepub.com/doi/10.1177/0258042X0803300102
12


CHAPTER – 3
THEORETICAL FRAMWORK
THEORETICAL FRAMEWORK
BUSINESS
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A business is defined as an organization or enterprising entity engaged in commercial,

industrial, or professional activities. Businesses can be for-profit entities or non-profit
organizations. There are various forms of a business, such as a limited liability company
(LLC), a sole proprietorship, a corporation, and a partnership. Businesses can range
from small operations operating in one industry to large operations operating in many
industries around the world.
OBJECTIVES
1. Getting and Staying Profitable
Maintaining profitability means making sure that revenue stays ahead of the costs of
doing business. Focus on controlling costs in both production and operations while
maintaining the profit margin on products sold.
2. Productivity of People and Resources
Employee training, equipment maintenance and new equipment purchases all go into
company productivity. Your objective should be to provide all of the resources your
employees need to remain as productive as possible.
3. Excellent Customer Service
Good customer service helps you retain clients and generate repeat revenue.
Keeping your customers happy should be a primary objective of your organization.
4. Employee Attraction and Retention
Employee turnover costs you money in lost productivity and the costs associated with
recruiting, which include employment advertising and paying placement

agencies. Maintaining a productive and positive employee environment improves

retention.
5. Mission-driven Core Values
Your company mission statement is a description of the core values of your company.
It is a summary of the beliefs your company holds in regard to customer interaction,
responsibility to the community and employee satisfaction. The company's core
values become the objectives necessary to create a positive corporate culture.
6. Sustainable Growth
Growth is planned based on historical data and future projections. Growth requires
the careful use of company resources such as finances and personnel.
7. Maintaining a Healthy Cash Flow
Even a company with good cash flow needs financing contacts in the event that
capital is needed to expand the organization. Maintaining your ability to finance
operations means that you can prepare for long-term projects and address shortterm
needs such as payroll and accounts payable.
8. Dealing with Change
Change management is the process of preparing your organization for growth and
creating processes that effectively deal with a developing marketplace. The objective
of change management is to create a dynamic organization that is prepared to meet
the challenges of your industry.
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9. Reaching the Right Customers
Marketing is more than creating advertising and getting customer input on product
changes. It understands consumer buying trends, being able to anticipate product
distribution needs and developing business partnerships that help your organization
to improve market share.
10. Staying Ahead of the Competition
A comprehensive analysis of the activities of the competition should be an ongoing

business objective for your organization. Understanding where your products rank in
the marketplace helps you to better determine how to improve your standing among
consumers and improve your revenue.
Understanding a Business
Generally, a business begins with a business concept (the idea) and a name. Depending
on the nature of the business, extensive market research may be necessary to determine
whether turning the idea into a business is feasible and if the business can deliver value
to consumers.

Customer
A customer is an individual or business that purchases another company's goods or

services. Customers are important because they drive revenues; without them,
businesses cannot continue to exist.
• Customers are the individuals and businesses that purchase goods and services
from another business.
• To understand how to better meet the needs of its customers, some businesses
closely monitor their customer relationships to identify ways to improve service
and products.
• The way businesses treat their customers can give them a competitive edge.
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 Although consumers can be customers, consumers are defined as those who

consume or use market goods and services.
Understanding Customers
Businesses often honor the adage "the customer is always right" because happy
customers are more likely to award repeat business to companies who meet or exceed
their needs. As a result, many companies closely monitor their customer relationships
to solicit feedback on methods to improve product lines. Customers are categorized in
many ways. Most commonly, customers are classified as external or internal.
External customers are dissociated from business operations and are often the parties
interested in purchasing the final goods and services produced by a company. Internal
customers are individuals or businesses integrated into business operations, often
existing as employees or other functional groups within the company.
Studying Customers
Businesses frequently study their customers' profiles to fine-tune their marketing
approaches and tailor their inventory to attract the most customers. Customers are often
grouped according to their demographics, such as age, race, gender, ethnicity, income
level, and geographic location, which all may help businesses cultivate a snapshot of
the "ideal customer" or "customer persona." This information helps companies deepen
existing customer relationships and reach untapped consumer populations to increase
traffic.
Customers are so important that colleges and universities offer consumer behavior
courses dedicated to studying their behavioral patterns, choices, and idiosyncrasies.
They focus on why people buy and use goods and services and how it impacts
companies and economies. Understanding customers enables businesses to create
effective marketing and advertising campaigns, deliver products and services that
address needs and wants, and retain customers for repeat business.
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Customer Service, which strives to ensure positive experiences, is key to a successful

seller/customer dynamic. Loyalty in the form of favorable online reviews, referrals,
and future business can be lost or won based on a good or bad customer service
experience. In recent years, customer service has evolved to include real-time
interactions via instant message chats, texting, and other means of communication. The
market is saturated with businesses offering the same or similar products and services.
What distinguishes one from another is customer service, which has become the basis
of competition for most businesses. This is a key element of Sigma Six.
CUSTOMER SATISFACTION
Customer satisfaction is a marketing term that measures how products or services

supplied by a company meet or surpass a customer’s expectation. Customer
satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve their business. According to Philip
Kotler, “Satisfaction is a person’s feelings of pressure or disappointment resulting from
product’s perceived performance (Outcome) in relation to his or her
expectations. Customer satisfaction is the level of a person’s felt state resulting from
comparing a product’s perceived performance (outcome) in relation to the person’s
expectations”.
The importance of customer satisfaction can be identified from the following points:
• It is a leading indicator of consumer repurchase intention and loyalty: Asking

customers to rate their satisfaction on a scale of 1-10 is a good way to see if they
will become repeat customers or even advocates.
• It is a point of differentiation: in a competitive market place where businesses
compete for customers, customer satisfaction is seen as a key differentiator.
Businesses who succeed in these cut-throat environments are the ones that make
customer satisfaction a key element of their business strategy.
17

• It increases customer life time value: Satisfaction plays a significant role in how
much revenue a customer generates for your business. Successful business
understands the importance of Customer Lifetime Value (CLV).
• It is cheaper to retain customers than to acquire new ones: this is probably the
most publicized customer satisfaction statistic out there. It costs six to seven
times more to acquire new customers than it does to retain existing customers.
SMARTPHONE
A Smartphone is a mobile phone that can do more than other ordinary phones. They
work as a computer but are mobile devices small enough to fit in a user’s hand. As
Smart phones are small computers, they run an operating system that is often common
between devices to ensure compatibility. The majority of Smart phones run on Apple
IOS or Android system while some others use Windows or Blackberry operating
system. Smart phones are able to run more than one program or application at the same
time which helps the user do things quicker and easier. The users can get more
programs from the manufacturer’s application store.
The distinction between Smart phones and feature phones is vague and there
is no official definition for what constitute the difference between them. One of the
most significant difference is that the advanced Application Programming Interfaces
(APIs) on Smart phones for running third-party applications to have better integration
with the phone’s OS and hardware than what the typical feature phones can. In
Comparison, Feature phones more commonly run on proprietary firmware, with third-
party software support through platforms such as JAVA ME or BREW. An additional
complication in distinguishing Smart phones and feature phones is that over time the
capabilities of new models of feature phones can increase to exceed those of phones
that had been promoted in the past.
18
KEY SMARTPHONE FEATURES
As there is no standard definition for the term “Smartphone” in the industry

itself it is better to point out some of the key features that distinguish a Smartphone
from an ordinary feature phone.
Operating System:In general, a Smartphone will be based on an operating system that

allows it to run applications. Apple’s iPhone runs an iOS, Blackberry runs on
Blackberry OS and other common operating systems are Google’s android OS and
Microsoft Windows.
Applications: Unlike feature phones Smart phones allow its users to download
thirdparty applications to cater to the users specified needs. Normally standard
applications will be available in new phones and extra applications can be downloaded
from application stores. Most of the operating systems have its own application stores
such as Google’s Play Store, Apple’s App Store etc…
Internet Access:It is one of the common features of any Smartphone. It enable users to
access internet at high speeds with the help of 4G and 3G networks, also internet
connection through Wi-Fi connection is also possible in Smart phones.
Processor:Powerful processors are one of the important features of any Smartphone.

These powerful processors help users in using different applications at a time without
compromising with its performance.
Camera:High pixel camera is another important factor that makes a Smartphone

different from any ordinary phones. Most of the new generation Smart phones come
up with high definition cameras and also front cameras have become a common
specification in Smart phones.
GPS: The Global Positioning System is space based satellite navigation system that
provides location and time information in all weather, anywhere on or near earth, where
there is an obstructed line of sight to four or more GPS satellites. Smart phones use
19

this GPS system to provide navigation and weather information services to its users.
‘Google Map’ in Android phones is one of the common examples.
Touch Screen:It is a common feature found in any of the Smart phones. Phones with
high sensitive touch screens have become a trend in the Industry.
Besides the above mentioned key features there are some special specifications that
have become trend in the market in the last 2-3 years and they are pointed out below:-
RAM:Phones with higher RAM capacities such as 2GB, 3GB, 4GB etc… has become
common in the Smartphone market in the past few years. This higher RAM enables
devices to carry on multiple applications effectively and with maximum speed.
Fingerprint Sensing:Smart phones have started to use systems which recognize user’s
fingerprints for unlocking the phone and this system can ensure security of phones and
user’s data. This system was first introduced by Apple In its iPhones, later it was
adopted by other Smartphone manufacturers.
High Capacity Batteries:Smartphone companies are installing high capacity batteries

in their Smart phones which ensure more working hours and thereby frequent charging
can be avoided. Some Smart phones also have a feature called Instant Charging which
allows us to charge phones in less time than what is normally required.
VoLTE Facility:VoLTE or Voice over LTE is an improvement in the technology of LTE.

This is meant to make calls in Smart phones without disturbing the internet access
through LTE. Most of the Smartphone companies have starts to provide this facility in
their Smart phones.
HISTORY OF SMARTPHONES
The popularity and range of Smart phones has exploded in the last few years, however
the first Smartphone was introduced nearly 24 years ago in 1995 although it was not
called a Smartphone then. So, let’s take a look at the evolution of Smart phones in the
past decades.
20
1995
The first Smartphone was introduced in 1995 and it was called IBM Simon.
It could do much more than make calls and send texts. It was very much advanced for
that time and had features like calendar, world time, address book, notepad and e-mail.
This phone was priced $899.00 and was only available in United States.
1996
Nokia Introduced its first Smartphone model called Nokia 9000 in 1996
targeting business customers. This model had features of both phones and PDAs and
this was followed by models like 9210, 9300 and 9500. The Nokia 9210 was one of
the phones to use an open operating system.
1997
The first handset which was actually called a Smartphone was the strangely
named ‘Penelope’ from Ericsson. This was a concept model and only around 200 units
were produced, but it paved the way for Ericsson to develop the R380 a few years later.
2000
Ericsson’s development of their concept phone Penelope led to the launch

of the R380 in 2000, the first phone to be marketed as a Smartphone. It featured both
communications and PDA functions and used a clever touch screen which could be
covered by a hinged keyboard when it was being used to make calls. The R380 was
the first commercially available Smartphone to use the Symbian OS.
2002
2002 was a busy year for Smart phones and saw the release of the Palm Treo
with its full QWERTY keyboard, the P800 from newly merged Sony Ericsson and the
first ever Blackberry. The P800 added several new features to the Smartphone market,
21

including a MP3 player and a color touch screen. Blackberry concentrated on providing
wireless e-mail access, which continues even today.
2005
Sony Ericsson launched the N-Series of Smart phones in 2005. This series of phones
were initially marketed as mobile multimedia computers. The N-series was one of the
Smart phones mostly preferred by business people.
2007
The much-hyped and subsequently much loved iPhone got introduced in

the market successfully. The Apple brand helped it much in its selling, also the
introduction of App Store added to its popularity. The introduction of iPhone and
RIM’s Blackberry series is considered as Catalyst of expansion of the Smartphone
industry market.
2009
Several companies launched their own App Stores including Nokia’s OVI
store, Windows Marketplace for phones and Blackberry’s App World. The market
share of android had a visible increase during this period. The new versions of iPhone
such as 3GS were introduced during this period.
2012
Android made huge change in road into the Smartphone market and
grabbed a 20% market share; one reason for this was the release of Nexus One and
some brilliant handsets from Samsung and HTC. The aggregate of Smartphone sales
increased by 72% in 2010 and made up nearly the 20% of the mobile phones sold. Also
Apple announced 3 billion download marks on its App Store and launched iOS 4 and
the iPhone 4 which allow third-party applications to run.
2014
22
Larger screens with higher resolutions have been one of the biggest
Smartphone trends in the last couple of years. While LTE is still in its infancy in many
parts of the world, Operators have started to test a technology called carrier aggregation
to offer faster download speeds. It allows networks to devote more resources to some
users by treating two channels in the same or different frequency bands as if they were
one. Smartphone have had a profound effect on the gaming sector by making portable
devices such as the Sony Play Station Portable and the Nintendo 3DS appealing.
2016
This was an important year for the Smartphone industry. The LTE
technology was made practical in this year. The introduction of Jio 4G was a revolution
in the Smartphone market and it increased the demand for 4G phones to a large extend.
REDMI
Redmi is a sub-brand owned by the Chinese electronics company Xiaomi. It was first
announced in July 2013 as a budget smart phone line, and became a separate subbrand
of Xiaomi in 2019 with entry-level and mid-range devices, while Xiaomi itself
produces upper-range and flagship Mi phones.
Redmi phones use the Xiaomi's MIUI user interface on top of Android. Models are
divided into the entry-level Redmi, the mid-range Redmi Note, and the highend
RedmiK. In addition, the unrelated Mi A Android One series is also positioned in the
similar market segment with Redmi devices, despite being part of the upper-range
Xiaomi Mi lineup. The most significant difference from other Xiaomi smart phones is
that they use less-expensive components and thus have lower prices while retaining
higher specifications. In August 2014, The Wall Street Journal reported that in the
second quarter of the 2014 fiscal year, Xiaomi had a market share of 14% of smart
phone shipment rankings in China.Redmi sales were attributed as a contributing factor
toward this gain in shipment rankings.
HISTORY
23

2013
The first Redmi phone Redmi 1, released in 2013, was first launched on Xiaomi's
website, with consumer sales beginning on 12 July 2013.
2014
On 13 March 2014, Redmi announced that their phones had been sold out in Singapore
alone, eight minutesafter being made available to buy on Xiaomi's website. Criticism
regarding the release of Redmi phones included the notion that the firm may be
exaggerating its sales by releasing them in small batches, causing them to quickly sell
out.
On 4 August 2014, The Wall Street Journal reported that in China's smart phone market,
Xiaomi overtook Samsung in the second-quarter of the 2014 fiscal year with a 14%
market share in smart phone shipment rankings, while Samsung had a 12% market
share during this time. Yulong and Lenovo both had a 12% market share during this
time. Redmi sales were attributed as contributing to Xiaomi's increased shipment
rankings in the smart phone market. Conversely, in the first-quarter of 2014, Xiaomi
held a 10.7% market share.
2015
The Redmi Note 3 launched on 24 November 2015 unlike its predecessor, it does not
have a user-changeable battery or microSD slot. It uses the MediaTek Helio X10 Octa-
core 2.0 GHz Cortex-A53 SOC with the PowerVR G6200 GPU. The Snapdragon
variant of the phone, released later the same year, is based on the Snapdragon 650 and
has microSD support.
2016
In July 2016, the actors Liu Shishi, Wu Xiubo and Liu Haoran became the first
ambassadors of the Redmi series in China.Redmi Pro has appeared as Pro lineup in
Redmi series.
On 25 August 2016, Xiaomi unveiled the Redmi Note 4, powered by MediaTek's Helio
X20 deca-core processor clocked at 2.1 GHz. The device has 2 GB RAM and 16 GB
24
of internal storage. It has a 5.5-inch Full-HD display and a 13 MP rear camera and 5
MP front camera. It runs on Android 5.1 Lollipop and is powered by a 4,100 mah
battery.
In November 2016, Xiaomi released its new budget phone, Redmi 4. It has a
polycarbonate body, dual-SIM support and runs on MIUI 8 based on Android 6.0.1
Marshmallow. The Redmi 4 has a 5-inch 720x1280 pixels display, is powered by a
1.4 GHz octa-core processor, and has 2GB of RAM.
2017
In January 2017, the Xiaomi Redmi Note 4x based on Qualcomm Snapdragon 625
Chipset became the company's first major launch of 2017. It is an upgraded version of
the previously released Redmi Note 4 based on the MediaTek Helio X20 chipset. The
device is known as Redmi Note 4 in regions where the original Redmi Note 4 was not
released.
In December 2017, Xiaomi unveiled the Redmi 5 and 5 Plus. They are the first phones
in the Redmi series with an 18:9 screen aspect ratio. The EU release was set to January
2018 and prices were set to €170 for the Redmi 5 and €215 for the Redmi 5 Plus.
2018
In February 2018, Xiaomi unveiled the Redmi Note 5 and Note 5 Pro. They are the
first phones from Xiaomi to feature facial recognition.
In May 2018, Xiaomi unveiled the Redmi S2.
In June 2018, Xiaomi unveiled the Redmi 6, 6A and 6 Pro. The Redmi 6 Pro is the first
phone in the Redmi series with a notch similar to the iPhone X and a 19:9 screen aspect
ratio.
In September 2018, Xiaomi unveiled the Redmi Note 6 Pro. It is the first phone in the
Redmi series with four cameras (two cameras on the front and two cameras on the
back) and constructed using 6000 series aluminium.
2019
25

In January 2019, Xiaomi officially announced Redmi to be a separate sub-brand,

distinct from Xiaomi.
On 10 January 2019, Redmi unveiled the Redmi Note 7 and Note 7 Pro, the first phones
in the Redmi series with a 48-megapixel rear camera. The Note 7 has a Samsung GM1
image sensor, and the Note 7 Pro has a Sony IMX586 48MP image sensor. The Note 7
is powered by the Qualcomm Snapdragon 660 Octa-Core Processor clocked at 2.2
GHz, and the Note 7 Pro has an 11 nm Qualcomm Snapdragon 675 Octa-Core
Processor clocked at 2.0 GHz. The Note 7 is available with 3GB RAM with 32GB
storage, 4GB RAM with 64GB storage and 6GB RAM with 64GB storage. It has a
4,000mAh battery with Quick Charge 4.0. The Redmi Note 7 series of smart phones is
one of the best-selling Redmi phones; over 20 million devices were sold in the 7
months from their introduction.
The Redmi K20 and K20 Pro (also marketed as the Mi 9T) are Redmi's first foray into
the flagship market. The phone was launched along with the Redmi 7A in China on
May 28. The K20 Pro is powered by the flagship Snapdragon 855 processor while the
K20 is powered by the newly released Snapdragon 730 and Redmi 7A is a less
expensive phone with Snapdragon 439. Redmi Note 8 and Note 8 Pro were launched
on August 29, and Redmi 8 and 8A were announced in October 2019.
After emerging as a sub-brand of Xiaomi, Redmi employed the same Smartphone

&dual core strategy as Xiaomi, and branched out to different product categories such
as smart TVs, notebook PCs. Xiaomi also forayed into home appliances such as
washing machine, and products such as luggage.
2020
On 7 January, Redmi unveiled the Redmi K30 5G, it being Redmi's first 5G handset
available in the market. The K30 is powered by the flagship Snapdragon 765G, an
Octa-Core Processor clocked at 2.4 GHz. The K30 features a LCD display punch hole
camera cutout with 120 Hz refresh rate.
In March, Redmi unveiled the Redmi Note 9 Pro and Redmi Note 9 Pro Max in India.
Both handset models are powered by the Snapdragon 720G, an Octa-core Processor
26
clocked at 2.2 GHz. The Redmi Note 9 Pro features a 48MP quad camera rear setup
and 18W fast charge, while the Redmi Note 9 Pro Max features a 64MP quad camera
rear setup and 33W fast charge. In the same month, Redmi introduced the Redmi Note
9S to the global market, rebranded from the Indian Redmi Note 9 Pro, both featuring
identical design and specifications. Redmi introduced the Indian Redmi Note 9 Pro
Max rebranded as the Redmi Note 9 Pro to the global market in May, both featuring
identical design and specifications.
On March 24, Redmi unveiled the Redmi K30 Pro. The Redmi K30 Pro has a Sony
IMX686 64MP sensor. The K30 Pro is powered by the flagship Snapdragon 865, an
Octa-Core Processor clocked at 2.84 GHz. The Redmi K30 Pro is available with
6GB RAM with 128GB UFS 3.0 storage, 8GB RAM with 128GB UFS 3.1 storage and
8GB LPDDR5 RAM with 256GB UFS 3.1 storage.
Redmi introduced a massive 98" Redmi TV MAX at a price of RMB 19,999 which
undercuts the massive screen LCD TV market.
On 26 May, Redmi unveiled the Redmi 10X Series, featuring the Redmi 10X Pro 5G,
Redmi 10X 5G and Redmi 10X 4G. Both the Redmi 10X Pro 5G and Redmi 10X 5G
features the MediaTek Dimensity 820, a 7 nm Octa-core Processor clocked at 2.6 GHz.
Redmi 10X 4G features the MediaTek Helio G85, clocked at 2.4 GHz. Along with the
introduction of the Redmi 10X Series, Redmi also introduced the Redmi TV X-series,
offering big-screen TV at excellent value. Redmi also unveiled a range of notebook
PCs featuring AMD Ryzen on the same day.
COMPETITORS OF REDMI
The Indian Smartphone market is one of the fastest growing market segments. The
number of players in the market is increasing day by day.
The Major competitors of Redmi in India are Given Below:
27

SAMSUNG
Samsung Electronics is a South Korean multinational electronics and

information company head quartered in Samsung Town, Seoul. It is the flagship
subsidiary of the Samsung group. With assembly plants and sales networks in 61
countries across the world, Samsung has approximately 1, 60,000 employees. In 2009,
the company took the position of the world’s biggest IT maker by surpassing the
previous leader Hewlett-Packard. Its sales revenue in the areas of LCD and LED
displays and memory chips is number one in the world.
Even though a late entrant in the Smartphone market, Samsung with its
technology and performance took over the market and became the biggest player in the
Smartphone market segment by 2011. The latest premium models of Samsung Smart
phones are Samsung Galaxy S9 and S9+.
NOKIA
With around 1,30,000 employees in 120 countries, sales in more than 150
countries and global annual revenue of over 38 billion, it was the world’s largest
manufacturer of mobile phones in 2011, with global device market share of 23% in the
second quarter. Nokia was one of the early pioneers in the Smartphone market and the
early Nokia phones were based on the Symbian platform. On February 2011
Nokia announced a partnership with Microsoft; all Nokia Smart phones since then were
run under Microsoft’s Windows Phone (WP) Operating System. The first windows
phones from Nokia were the WP7.5 Lumia 710 and 800.
Nokia lost the battle to Apple’s touch screen technology and sold out to
Microsoft in 2013 for $7.2 billion. But luck didn’t favor Bill Gates - Paul Allen founded
company and Microsoft sold the brand in two parts in 2016 for $350 million. The brand
name was sold to HMD Global, formed mostly by former Nokia employees in Finland.
The manufacturing arms of Nokia were bought by iPhone manufacturer Foxconn,
which also agreed to build the new Nokia phone for HMD. Since December 2016,
HMD Global has used its brand power to rollout 11 mobile phones in 11 months, with
28
all of them proving to be a success. In fact, Nokia 8, the company’s flagship product
which launched Recently, has taken the challenge to all the big names in the market.
MICROMAX
Micromax is an Indian consumer Electronics Company headquartered in

Gurugram Haryana. The Company was established as an IT software company
operating in the embedded devices domain; it later entered the mobile handset
business. By 2010, it was one of the largest domestic companies making handsets in
low cost feature phone segment in India. However the company is facing stiff
competition from Chinese companies entered in the Indian Market.
Some of the Latest Micromax Smart phones are Micromax Infinity N12,
Micromax Canvas Infinity etc…
HUAWEI
Huawei devices are a subsidiary of Huawei technologies, a global leader in

providing next-generation telecommunications solutions for operators around the
world. Serving 45 out of the world’s top 50 telecom operators and revenues exceeding
US$28 billion, Huawei products and solutions have been deployed in over 140
countries and support the communications needs of one third of the world’s population.
In India, Huawei devices has been offering a range of high quality products for the past
several years satisfying the needs of nearly 25 million Indian household and enterprises
in multiple categories, like Mobile broadband, home convergence products and Smart
phones.
Some of the best Huawei Smart phones are Huawei Nova 3i, Huawei P20
Pro etc…
MOTOROLA
29

Motorola Inc. was an American multinational telecommunications

company based in Schaumburg, Illinois, which was eventually divided into two
independent public companies, Motorola Mobility and Motorola Solutions on
January 4 2011. The first phone to use the newest version of Google open source OS,
Android 2.0 was released on November 2009 as the Motorola Droid. In October 2014
Lenovo acquired Motorola Mobility. The Latest Launch of Motorola is Moto G6, Moto
G6 plus and Moto One Power.
OPPO
Oppo Electronics Corporation, commonly referred to as Oppo, is a Chinese consumer

electronics and mobile communication company, known for its Smart phones, Blueray
players and other electronic devices. A leading manufacturer of Smart phones, Oppo
was the top Smartphone brand in China in 2016 and was ranked No. 8 worldwide. 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. They produce phones in their A series,
Find series, F Series, N series and R series. Oppo also produces headphones and Blu-
ray players under its Oppo Digital brand.
The Oppo K-Series is the newest addition of Smart phones under the brand, consisting
of the Oppo K1 which was launched in October 2018.
VIVO
Vivo Communication Technology Co. Ltd. (Commonly referred to simply as

Vivo, named after the Esperanto word for life) is a Chinese technology company owned
by BBK Electronics that makes Smart phones, Smartphone Accessories, Software, and
Online services. It was founded in 2009 in Dongguan, China. The company develops
software for their phones such as the Vivo App Store, manager included in their
proprietary Android-based operating system called Fun touch OS. Vivo joined the
ranks of the top 10 Smartphone makers in the first quarter of 2015 with a global market
30
share of 2.7%. With research and development centers in Shenzhen and Nanjing, the
company employs 1,600 R&D personnel as of January 2016. Vivo has made numerous
phones including several concept phones. Out of them Vivo "V" series are the flagship
models of the company.
31

CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS

Customer satisfaction is the best indicator of how likely a customer will make a
purchase in the future. Asking customers to rate their satisfaction on a scale basis is a
good way to see if they will become repeat customers. Ongoing satisfaction leads to
loyalty and repurchase. This chapter makes an analysis of Customer Satisfaction of
Redmi Phones.
The Data collected through structured questionnaire from 100 samples are analyzed
carefully and interpretations are made accordingly.
For this purpose the methods of percentage analysis and chi square test are applied.
Diagrams such as Simple Bar Diagram, Pie Chart, and other charts were employed
for presenting the Data.
TABLE 4.1
CLASSIFICATION ON THE BASIS OF AGE

AGE NO. OF PERCENTAGE
RESPONDENTS
Below 20 3 3
20-30 79 79
30-40 9 9
40 above 9 9
TOTAL 100 100
Source: Primary Data
From the above table reveals that the largest group of customers is the age group of
20-30 years which constitutes 79%, 9% of customers are in the group of 30-40 and
above 40. The lowest percentages of customers are below the age of 20.
FIGURE 4.1
CLASSIFICATION ON THE BASIS OF AGE

31

80 70
60 50
40
30
20 Below 20
10
20-30 30-
0
40
40 above
NO. OF RESPONDENTS
TABLE 4.2
GENDER WISE CLASSIFICATION

GENDER NO. OF RESPONDENTS PERCENTAGE
Male 56 56
Female 44 44
TOTAL 100 100
The above table shows that 56% of customers are male and 44% are female. There is
slightly difference in the number of male and female customers of Redmi phones.
FIGURE 4.2
GENDER WISE CLASSIFICATION

32

33

34

TABLE 4.5
SHOWING HOW LONG SMART PHONE HAVE BEEN OWED

OPTIONS NO. OF REPONDENTS PERCENTAGE
Less than 6 months 5 5
Less than 1 year 15 15
More than 1 year 80 80
TOTAL 100 100
The above table states that 80% of customers are owned the Redmi phone before a
year and 15% of customer owned between 6 months to 1 year, another 5% owned in
last 6months.
35

FIGURE 4.5
36

SHOWING HOW LONG SMART PHONE HAVE BEEN OWED
TABLE 4.6

OPTIONS NO. OF REPONDENTS
37 PERCENTAGE

Phone calls 28 28
Social media 54 54
Gaming 8 8
Emailing 1 1
Browser 5 5
Others 4 4
TOTAL 100 100
Out of 100 respondents 54% of them use smart phones mainly for social media.
Followed by 28% respondents who use phones for calling, where as 8% respondents
for gaming and rest of them used for browser, emailing and other activities.
FIGURE 4.6

38

TABLE 4.7
REASON TO PREFER REDMI PHONE

39

Due to price 45 45
Due to quality 37 37
Due to design 10 10
I don’t know 8 8
TOTAL 100 100
Above table reveals that out of 100 respondents 45% prefer Redmi phone of its price,
37% prefer of its quality, 10% prefer of its design of the phone and 8% have no
opinion why they prefer the Redmi phone.
FIGURE 4.7
REASON TO PREFER REDMI PHONE
TABLE
40 4.8
BASED ON PRICE RANGE


Less than 10,000 14 14
Less than 20,000 73 73
Less than 40,000 10 10
Less than 60,000 3 3
TOTAL 100 100
The above table shows that majority 73% of customers use the Redmi phone in the
price range between 10,000-20,000,14% use below 10,000,10% of customer use the
phone in the price range between 20,000-40,000 and only 4% use the price range
between 40,000-60,000.
FIGURE 4.8
BASED ON PRICE RANGE

41

TABLE 4.9
WORTH THE MONEY
Strongly disagree 2 2
Disagree 1 1
Neutral 28 28
Agree 53 53
Strongly agree 16 16
TOTAL 100 100
42

53% of respondents agree that the phone is worth the cost and 16% of them strongly
agree the same. Rests of them 28% respondents have neutral opinion and 2%, 1% are
strongly disagree and disagree respectively.
FIGURE 4.9
WORTH THE COST
43

TABLE 4.10
CUSTOMER SERVICE
44


Disagree 12 12
Neutral 32 32
Agree 39 39
TOTAL 100 100
In this table 39% of the Redmi phone users are agreed with the customer service,
while 32% are neutral, where as 15% of customer are strongly agreed with their
customer service only 2% of them are strongly disagree with the Redmi phone
customer service.
FIGURE 4.10
45
CUSTOMER SERVICE

TABLE 4.11
VARIETY MODELS
Disagree 1 1
Neutral 37 37
Agree 51 51
Strongly agree 9 9
TOTAL 100 100
46

The above table reveals that the 51% of respondents agree with Redmi phones offering
wide variety models of smart phones. 37% of them are neutral opinion, while 9% are
with strongly agree and 2%, 1% of respondents are strongly disagree and disagree.
FIGURE 4.11
VARIETY MODELS
47

TABLE 4.12
48

PERIOD OF USAGE
49


Less than 6 months 2 2
Less than 1 year 6 6
TOTAL 100 100
The above table states that 46% of the respondents phone last for more than 1 and 2
years, where as 6% of respondents phone last less than 1 year and 2% of respondents
phone has less than 6 months.
FIGURE
50 4.12
PERIOD OF USAGE
TABLE 4.13
FACTOR EFFECT YOUR PURCHASE
Advertisement 10 10
Suggestion from friends 57 57
and relatives
Price discount 33 33
TOTAL 100 100
This table reveals that out of 100 respondents 57% came to know about the Redmi
Smartphone from friends and relatives, 33% by the price discount and rest 10%
through advertisement.
51

FIGURE 4.13
52

FACTOR EFFECT YOUR PURCHASE
TABLE 4.14
CLARITY OF CAMERA
53
PERCENTAGE

Disagree 11 11
Neutral 23 23
Agree 53 53
TOTAL 100 100
The above table shows that 53% of respondents are satisfied with the clarity of
Redimi phone camera.12% of respondents are strongly agreed with the clarity of
camera, whereas 23% are have neutral opinion and rest of respondents are disagree,
strongly disagree with 11%,1% respectively for the same.
FIGURE 4.14
CLARITY OF CAMERA
54

TABLE 1.15
BATTERY CAPACITY
Disagree 6 6
Neutral 31 31
Agree 50 50
TOTAL 100 100
The above table states that out of 100 respondents 50% of them have agreed with the
Redmi smart phone battery, while 31% have neutral opinion. 12% of respondents rated
55

the battery is excellent, where as 6% of respondents have disagree and 1% rated as

strongly disagree with the same.
FIGURE 1.15
BATTERY CAPACITY
56

PERCENTAGE
TABLE 4.16
INTERNAL MEMORY
Disagree 9 9
Neutral 21 21
Agree 61 61
Strongly agree 9 9
TOTAL 100 100
This table discloses that 61% of the respondents rated as agreed to the internal
storage of the Redmi smart phone, where as 21% of them are have neutral opinion for
the same and 9% of the respondents stated as strongly agree and disagree opinion.
FIGURE 4.16
INTERNAL MEMORY
57

PERCENTAGE
TABLE 4.17
PROMOTIONL ACTIVITY
Online offer 47 47
Discount 27 27
Others 26 26
TOTAL 100 100
The above table shows that 47% of the respondents attract the online offer of the
58
Redmi, while 27% of attract discount and 26% respondents attracts other promotional
activities.
FIGURE 4.17
PERCENTAGE
TABLE 4.18
RECOMMEND TO FRIENDS OR RELATIVES

OPTIONS
No 13 13
Yes 87 87
TOTAL 100 100
NO. OF REPONDENTS
The above table stated that from the 100 respondents 87% of the respondents are
recommended redmi smart phones to friends and relatives; where as 13% of they are
not interested to recommend to friends and relatives.
59

FIGURE 4.18
PERCENTAGE
RECOMMEND TO FRIENDS OR RELATIVES
60

TABLE 4.19
EXPECTED IMPROVEMENT
Improve quality of 39 24.53
camera
Increase the span of 32 20.13

battery charge
Reduce the heating 62 38.99

Others 26 16.35
This table reveals that 38.99% expects an improvement in heating issue and 24.53%
in quality of camera. 20.13% of respondents expect to improve in battery life, while
16.35% are expect to improve other features.
61

FIGURE 4.19
EXPECTEDIMPROVEMENT
TABLE 4.20
PRICE
Highly satisfied 36 36
Satisfied 34 34
Neutral 21 21
Dissatisfied 2 2
Highly dissatisfied 3 3
TOTAL 100 100
From this table it is clear that 34% users of Redmi smart phone are satisfied with the
price of the phone, where as 36% of the respondents are highly satisfied only 3% is
62
highly dissatisfied.

FIGURE 4.20
PRICE OF THE PHONE

Highly satisfied
40
35
Satisfied
30
25
20 Neutral
15
10 Dissatisfied
5
0
Highly dissatisfied
TABLE 4.21
DESIGN OF THE PHONE
Highly satisfied 16 16
Satisfied 54 54
Neutral 29 29
Dissatisfied 0 0
Highly dissatisfied 1 1
TOTAL 100 100
This table shows that majority (54%) of them are satisfied with design of the phone,
29% are have neutral opinion.16% of users are highly satisfied with the design only
1% have highly dissatisfied for the same.
63

FIGURE 4.21
64

65

66

67

FIGURE 4.24
INTERNAL MEMORY
40
Highly satisfied
35
30
25 Satisfied
20
15
Neutral
10
0 Dissatisfied
Highly dissatisfied
The factors tested with levene’s t test by framing the following hypothesis.
H0: There is no significant difference in factors influencing the satisfaction of male

and female
H1: There is significant difference in factors influencing the satisfaction of male and
female 68

Levene's Test for Equality of Variances

F Sig. t df Sig. Decision
(2tailed)
Factors Equal .833 - .296 Not H0

influencing 1.051 significant accepted
variances
the .045 98
satisfaction assumed
of male
and female Equal - 93.545 .295 Not H0
significant accepted
1.054
variances
not
assumed
TABLE NO 4.25LEVENE'S TEST FOR EQUALITY OF VARIANCES
Source: SPSS Output
The table shows the levene’s test for equality of variance among male and female
respondents. The equality of variance is checked through spss, the result of analysis
shows variance is not significant in their factors influencing the satisfaction that
means p values are greater than the significance level of 0.05. Thus, the null
hypothesis is accepted. It means that male and female have the same factors
influencing the satisfaction.
69

H0: There is no significant difference in factors influencing the purchase decision of

male and female
H1: There is significant difference in factors influencing the purchase decision of male
and female
TABLE NO 4.26LEVENE'S TEST FOR EQUALITY OF VARIANCES
70

Levene's Test for Equality of Variances

F Sig. t df Sig. Decision
(2tailed)
Factors Equal 1.388 .242 - 98 .240 Not H0

influencing variances significant accepte
1.182
the purchase assumed d
decision
Equal - 96.182 .234 Not H0
of male significant accepte
variances 1.197
and d
female not
assumed
Source: SPSS Output
The table shows the levene’s test for equality of variance among male and female
respondents. The equality of variance is checked through spss, the result of
analysis shows variance is not significant in their factors influencing the purchase
decision that means p values are greater than the significance level of 0.05. Thus,
the null hypothesis is accepted. It means that male and female have the same
factors influencing thepurchase decision.
71
Chapter – 5
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS
• It reveals that the largest group of customers is the age group of 20-30 years
which constitutes 79%, 9% of customers are in the group of 30-40 and above
40. The lowest percentages of customers are below the age of 20.
• Majority of the Redmi phone users are from male category.
• It is clear that the largest group belongs to students.
• It shows that 98% customers are use the smart phone regularly and rest of 2%
are not use regularly.
• It prove that 80% of customers are owned the Redmi phone before a year and
15% of customer owned between 6 months to 1 year, another 5% owned in last
6months.
• Out of 100 respondents 54% of them use smart phones mainly for social media.
Followed by 28% respondents who use phones for calling, where as 8%
respondents for gaming and rest of them used for browser, emailing and other
activities.
• It reveals that out of 100 respondents 45% prefer Redmi phone of its price, 37%
prefer of its quality, 10% prefer of its design of the phone and 8% have no
opinion why they prefer the Redmi phone.
• The majority 73% of customers use the Redmi phone in the price range
between 10,000-20,000,14% use below 10,000,10% of customer use the phone
in the price range between 20,000-40,000 and only 4% use the price range
between 40,000-60,000.
• The study identify53% of respondents agree that the phone is worth the cost
and 16% of them strongly agree the same. Rests of them 28% respondents have
neutral opinion and 2%, 1% are strongly disagree and disagree respectively.
• 39% of the Redmi phone users are agreed with the customer service, while 32%
are neutral, where as 15% of customer are strongly agreed with their customer
service.
73
• Majority of respondents came to know about the Redmi Smartphone from

friends and relatives.
• It shows that 53% of respondents are satisfied with the clarity of Redimi phone
camera.12% of respondents are strongly agreed with the clarity of camera.
• The study reveals that 38.99% expects an improvement in heating issue and
24.53% in quality of camera. 20.13% of respondents expect to improve in
battery life, while 16.35% are expect to improve other features.
• By levenes test, the result of analysis shows that variance is not significant in
their factors influencing the satisfaction that means p values are greater than the
significance level of 0.05. Thus, the null hypothesis is accepted. It means that
male and female have the same factors influencing the satisfaction.
• The result of analysis shows variance is not significant in their factors
influencing the purchase decision that means p values are greater than the
significance level of 0.05. Thus, the null hypothesis is accepted. It means that
male and female have the same factors influencing thepurchase decision.
5.1 SUGGESTIONS
Based on the findings of the following suggestions are put forwarded,
59
• More importance should be given to resolve the heating problem which is a

major trouble faced b customers.
• Improve the camera performance in the upcoming launches.
• As majority of respondents had purchased their smartphones through online
platform there for the company should avoid flash sales as it actually pulls back
the customers from the product.
• The company should ensure the availability of product in offline markets also,
in order to make it available for the customer who has limited access to online
facilities.
• Company should take step to span the battery performance of the smart phones.
• Company wants to invest in advertisement to increase the customers.
5.2 CONCLUSION
There was a time when Chinese products were considered cheap and
not durable in India, those times are long gone. Now, especially in the smartphone
market Chinese companies are finding their feet in the Indian market. They have
started to firmly root themselves and push away the competition around them.
Winning consumer confidence was one of the major breakthroughs that have
helped Chinese smartphone manufacturers to gain ground.
India is an extremely important market for Redmi
globalization strategy. It was very important as Redmi during brand equity as well
as market share in the country, and its efforts were validated in the recent report
from Indian Market Research Bureau were it was declared as the company that
offers best in class service delivery.
In the 21 st
century most businesses have begun to
transact online and buyers no longer need to go out from their house and go through
all the hassles just to buy certain products. Redmi took advantage of the changes
in the world of internet and succeeded. Innovations, correct pricing and
understanding of the market place are the reasons for Redmi’s success. The
60

company does a lot of innovation on both the software and hardware side. By
understanding the market requirements Redmi scaled up the ladder of success.
From the study on customer satisfaction of Redmi
Smartphones, we can arrive at the conclusion that it provides high level of
satisfaction to its customers. The respondents are satisfied with their Redmi
smartphone. This study reveals that majority of the respondents are satisfied, only
few are not satisfied with Redmi Smartphones. In the upcoming launches, by
making improvements in Camera Quality, resolve heating and other defaults
observed in this study, Redmi can conquer Indian smartphone market in future.
Nonetheless the study conducted among 100 Redmi smartphone users through
Questionnaire designed to find their level of satisfaction and purchase decision, on
basis of which some suggestions are provided which implemented, can definitely
improve the level of satisfaction and purchase decision.
61
BIBLIOGRAPHY
BIBLIOGRAPHY 62
Books

• Jill
Griffin “Customer Loyalty: How to Earn It, How to Keep It” Gower publishing
ltd 2000
• Jeffrey Gitomer “Customer Satisfaction is Worthless, Customer Loyalty is

Priceless: How to Make Customers Love You, Keep Them Coming Back and
Tell Everyone They Know”
• Jim Alexander and Nigel Hill “The Handbook of Customer Satisfaction and
Loyalty Measurement” Bard press 1998
• Marketing Management, CzinkotaKotabe, second edition
• Marketing Management, Philip Kotler and Kevin Lane Keller, 12th edition
Marketing Management, Philip Kotler, 15th edition
Journals
• Shakir Hafeez and S.A.F Hansu (2010) "customer satisfaction for cellular
phones inPakistan.
• T.Kavipriya and P.Renugarajan (2012) "user's level of satisfaction with mobile
phonesservice providers "
• Vipan Bansal and Bindu Bansal (2013) "customersatisfaction of Mobile phone
serviceusers operating in Malwa Punjab"
• Dr.T.N.R.Kavitha and Mr.R.Mohana Sundaram(2014) "A Study on
customersatisfaction towards Samsung towards Samsung Mobile Phone
inErode City.
• Singh (2011) “mobile phone satisfaction survey in Punjab”
• Mandan, Bahran, &Maasomeh(2003)customer satisfaction
• Oliver (1987) “Customer
satisfaction”https://www.researchgate.net/publication/235357014
• S.Namasivayam, M.Prakash and M.Krishnakumar (2014) Customer

Satisfaction
63

• SanySanuriMohd, Mokhtar, Ahmed AuduMaiyaki ,NorzainibtMohd Noor

(2011) http://www.e-journal.uum.edu.my/index.php/jbma/article/view/6795

• Liang and Wei, (2004)https://www.researchgate.net/publication/262316365

• Sharma and Patterson,
(2000)https://www.emerald.com/insight/content/doi/10.1108/0956423001036
0182//html
• Pontell(2000)https://www.researchgate.net/publication/220438701
• Nanda et al.,( 2008)https://www.researchgate.net/publication/220535071
• Kimiloglu et al.,2010https://www.researchgate.net/publication/314131535_
• Farris et al., (2010)https://www.researchgate.net/publication/262449342 
Lynda Andrews, Judy Drennan, Rebekah RussellBennett,
(2012)https://www.researchgate. Net/publication/241699822
• Ajax Persaud, Irfan Azhar,2012http://shodh.inflibnet.ac.in  Ahmed Alamro,

Jennifer Rowley,
(2011)http://shodh.inflibnet.ac.in/bitstream/123456789/455/4/04_.pdf
• HandeKimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover

consumer segments with different behavioral profiles in the mobile phone
market.
• Luca Petruzzellis et al.,

(2010)https://www.researchgate.net/publication/241472316_Mobile_phone_c
hoice_Technology_versus_marketing_The_brand_effect_in_the_Italian_mark
et
• Chu-Mei Liu (2002)

https://journals.sagepub.com/doi/abs/10.1177/1548051816632358
• Harsha de Silva (2011)

https://www.researchgate.net/publication/312686609Brand_Relationships_an
d _Switching_Behaviour_for_Highly_Used_Products_in_Young_Consumers
•
Ramakrishnan Venkatesakumar, D. Ramkumar and P. ThillaiRajan, 2008https://
journals.sagepub.com/doi/abs/10. 1177/0258042X0803300109
• Shibashish, Chakraborty and Kalyan Sengupta (2008)
https://journals.sagepub.com/doi/10.1177/0258042X0803300102
65

• Harsha de Silva (2011) https://www.researchgate.net/publication/228295098
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_Social_Influence_in_Mobile_Phone_Adoption_Evidence_from_the_Bottom
_of_Pyramid_in_Emerging_Asia
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• https://en.wikipedia.org/wiki/Redmi#:~:text=Redmi%20is%20a%20sub%2
Dbrand,range%20and%20flagship%20Mi%20phones.
• https://www.google.com/search?q=business+objectives
• https://en.wikipedia.org/wiki/Customer_satisfaction

67

APPENDIX
QUESTIONNAIRE
• Name:
• Age:
• Place:
• Gender:
• Occupation:
• Qualification:
• Do you regularly use smart phone?
Yes
No
• How long have you owned your smart phone?
Less than 6 months

Less than 1 year
More than 1 year
•
For which of the following activities you do use the phone most?
Phone calls
Social media
Games
Emailing
Browser
Others
•
Why do you prefer Redmi smart phones?
Due to price
Due to quality
Due to design
I don’t know
I don’t choose it
•
What is the range you are willing to pay for Redmi phones?
Less than 10,000
Less than 20,000
Less than 40,000
Less than 60,000

• Is the phone worth the cost?
Strongly disagree
67
Disagree
Neutral
Agree
Strongly agree
• Is Redmi phones have excellent customer service (like convenient repair

location, reasonable repair charge)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
• Redmi phones offer very large variety of models to choose?
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
• How long does your phone last?
Less than 6 months
Less than 1 year More
than 1 year More than 2
year  Which of the
following factor affect
your purchase?
Advertisement
Suggestions from friends and relatives
Price discount
•
Are you satisfied with clarity of the camera?
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
•
Redmi phones have long – lasting battery
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
•
Does the storage space of phone satisfy you?
69
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
• Which promotional activity attracts you the most?
Online offer
Discount
Others
• Would you recommend Redmi phones to friends and relatives?
Yes
No
• Please give tick mark for the following suggestion?
Improve quality of camera
Increase the span of battery charge
Reduce heating
Others
• For the following attribute, give ranks according to your preference (highly
dissatisfied-5,dissatisfied-4, neutral-3, satisfied-2, highly satisfied-1)
5 4 3 2 1
Price
Design
75

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lOMoAR cPSD| 33945961

“CUSTOMER SATISFACTION OF REDMI PHONES”

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

JITHIN FRANCIS (Reg.No:CCATMCM012)

Under the guidance of

Prof. SHINE PAUL

POST GRADUATE DEPARTMENT OF COMMERCE CHRIST

COLLEGE (AUTONOMOUS), IRINJALAKUDA

This is to certify that the project entitled “CUSTOMER SATISFACTION OF

Dr. JOSHEENA JOSE Prof. SHINE PAU L

(Head of the department) ( Project Gui)d e

I, Jithin Francis, hereby declare that the bona-fide record of “CUSTOMER

Place: Irinjalakuda JITHIN FRANCIS

I put forward my thankfulness to the Librarian and Non-Teaching Staffs of Christ

Date: 30-03-2021 JITHIN FRANCIS

4.18 RECOMMEND TO FRIENDS OR RELATIVES 54

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4.1 CLASSIFICATION ON THE BASIS OF AGE 22

4.3 OCCUPATION OF THE RESPONDENTS 24

SHOWING HOW LONG SMART PHONE

4.7 REASON TO PREFER REDMI PHONE 29

WORTH THE MONEY

4.11 VARIETY MODELS 45

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4.13 FACTOR EFFECT YOUR PURCHASE 48

4.18 RECOMMEND TO FRIENDS OR RELATIVES 54

Downloaded by Gopi Babool

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Today communication is the most important gift self-gifted by man. It acts as a

Customer satisfaction is a measure of how products and services supplied by a

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1.2 SATEMENT OF THE PROBLEM

Technology is very much dynamic. It is always evolving and changing. The

1.3 SCOPE OF THE STUDY

The scope of the study is confined to evaluating satisfaction of Redmi mobile

1.4 SIGNIFICANCE OF THE STUDY

China. Thus it is important to study on the customer satisfaction of Redmi smart

1.5 OBJECTIVES OF THE STUDY

The important objectives of the study include:

H1: There is significant difference in factors influencing the satisfaction of male

H2: There is significant difference in factors influencing the purchase decision of

1.7 RESEARCH METHODOLOGY

A sample of 100 people, who uses Redmi Smartphone’s, was selected by

1.8 LIMITATIONS OF THE STUDY

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• The response of respondents may or may not be bias.

1.9 CHAPTER SCHEME

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2. T.Kavipriya and P.Renugarajan (2012) in their article, “User’s Level of Satisfaction

4. Dr.T.N.R.Kavitha and Mr.R Mohana Sundaram (2014) in their study entitled “A

6. Mandan, Bahran, &Maasomeh (2003) customer satisfaction is considered to be one

7. Oliver (1987) defined Customer satisfaction as an outcome of a purchase/usage

8. S.Namasivayam, M.Prakash and M.Krishnakumar (2014) Customer Satisfaction

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12. According to Pontell (2000) the customer’s satisfaction is capable of

15. Farris (2010) defined customer satisfaction as the number of customers, or

Downloaded by Gopi Babool (gopibabool@gmail.com)

19. HandeKimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover

21. Chu-Mei Liu (2002) inferred that Branding is important to manufacturers,