CUSTOMER SATISFACTION OF REDMI PHONES

A project report submitted to Mahatma Gandhi University,Kottayam in Partial

Fulfillment of the requirement for the award of the Degree of Bachelor of
Commerce.

Submitted by
NEVIN BOBY
(Reg No:210021073734)

NOYAL SAJAN
(Reg No:210021073735)

SHIJO SHAJI
(Reg No: 210021073738)
Under the supervision of
Asst.Prof.NEETHU SEBASTIAN

(Department of commerce)

Deva Matha College, Kuravilangad

(Affiliated to M.G University, Kottayam, March-2024)
 DEVA MATHA COLLEGE KURAVILANGAD

CERTIFICATE

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

OF REDMI PHONES” is exclusively a bona fide work done by NEVIN BOBY
(Reg.No:210021073734), NOYAL SAJAN (Reg.No:210021073735) and SHIJO
SHAJI (Reg.No:210021073738) under my guidance in partial fulfillment of the sixth
semester requirement, for the award of the Degree of Bachelor of Commerce of
Mahatma Gandhi University.

Asst. Prof. GEORGE MATHEW Asst. Prof. NEETHU SEBASTIAN

(Head of the Department of Commerce) (Project guide)

Examiner......................................
Viva Voce Conducted On..............

Place: Kuravilangad

Date:
 DECLARATION

We NEVIN BOBY , NOYAL SAJAN and SHIJO SHAJI hereby

declare that the dissertation title “CUSTOMER SATISFACTION OF
REDMI PHONES” is exclusively bonafide work done by us under the
supervision and guidance of Asst. Prof. NEETHU SEBASTIAN, Dept. of
Commerce, Deva Matha College , Kuravilangad and is submitted to the
Mahatma Gandhi University in partial fulfillment of the requirement
for the award of the degree of Bachelor of Commerce.

NEVIN BOBY NOYAL SAJAN SHIJO SHAJI

(Reg No:210021073734) (RegNo:210021073735) (RegNo:210021073738)

Place:Kuravilangad

Date :
 ACKNOWLEDGEMENT

Behind every successful effort there lies a contribution from numerous sources
irrespective of their magnitude. My project is no exception and I take this opportunity to
express my sincere thanks to these helping hands wholeheartedly.

We wish to place on record our thanks to Dr. SUNIL C MATHEW principal of Deva
Matha College, Kuravilangad for providing me an opportunity to take this study.

We thank our Head of the Department Mr. GEORGE MATHEW for his
generous support through this venture.

We express our sincere gratitude to Ms. NEETHU SEBASTIAN our project guide,
department of commerce, Deva Matha College, Kuravilangad for her valuable guidance
and suggestions for the completion of this dissertation with unfading patience and
meticulous care be made useful suggestions for improvements, we are mostly indebted
to her for all her help.

We record my profound thanks to our friends for their help; I thank our family for their
help and support.

Above all, we thank Almighty GOD for having blessed us to complete this project.

NEVIN BOBY

NOYAL SAJAN

SHIJO SHAJI
Chapter CONTENTS PAGE.NO
No.
LIST OF TABLES

LIST OF FIGURES

CHAPTER1
1
INTRODUCTION

CHAPTER 2
2 REVIEW OF
LITREATURE

CHAPTER 3
INDUSTRY AND
3
COMPANY
PROFILE

CHAPTER 4
DATA ANALYSIS
4
AND
INTREPRETATION

CHAPTER 5
FINDINGS,
5
SUGGESTION AND
CONCLUSION

BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES
TABLE PAGE
TITLE
No. No.
4.1 CLASSIFICATION ON THE BASIS OF AGE
4.2 REGULARLY USES OF SMART PHONES
SHOWING HOW LONG SMART PHONE HAVE
4.3
BEEN OWED
4.4 PURPOSE BY THE SMART PHONE
4.5 REASON TO PREFER REDMI PHONE
4.6 BASED ON PRICE RANGE
4.7 WORTH THE MONEY
4.8 CUSTOMER SERVICE
4.9 VARIETY MODELS
4.10 PERIOD OF USAGE
4.11 FACTOR EFFECT YOUR PURCHASE
4.12 QUALITY AND FEATURES
4.13 PROMOTIONL ACTIVITY
4.14 RECOMMEND TO FRIENDS OR RELATIVES
4.15 EXPECTED IMPROVEMENT
4.16 PRICE
4.17 DESIGN OF THE PHONE
4.18 BATTERY PERFOMENCE
4.19 CLARITY
4.20 INTERNAL STORAGE

LIST OF FIGURES
TABLE PAGE
TITLE
No. No.

4.1 CLASSIFICATION ON THE BASIS OF AGE

4.2 REGULARLY USES OF SMART PHONES

SHOWING HOW LONG SMART PHONE HAVE BEEN

4.3
OWED

4.4 PURPOSE BY THE SMART PHONE

4.5 REASON TO PREFER REDMI PHONE

4.6 BASED ON PRICE RANGE
4.7 WORTH THE MONEY

4.8 CUSTOMER SERVICE

4.9 VARIETY MODELS
4.10 PERIOD OF USAGE
4.11 FACTOR EFFECT YOUR PURCHASE
4.12 QUALITY AND FEATURES
4.13 PROMOTIONL ACTIVITY
4.14 RECOMMEND TO FRIENDS OR RELATIVES
4.15 EXPECTED IMPROVEMENT
4.16 PRICE
4.17 DESIGN OF THE PHONE
4.18 BATTERY PERFOMENCE
4.19 CLARITY
4.20 INTERNAL STORAGE
 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 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 OBJECTIVES OF THE STUDY

The important objectives of the study include:

 Understanding Redmi’s market share ,target demographic and

competitive landscape.
 Assessing the features ,performance,and quality of Redmi smartphone
compared competitors.
 Analysing consumer preferences ,purchase motivations , and brand
loyalty towards Redmi.
 Investigation how Redmi is perceived in term of reliability , innovation ,
and value for money.
 To identify the factors which influence the customer to purchase Redmi
mobile phones.
 To analyse the level of customer satisfaction based on gender respect to
Redmi mobile phones features.
 To analyse the factors that influence the level of satisfaction of
customers.

1.4 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

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

1.6 AREA OF STUDY

The study deals with consumer’s satisfaction on Redmi mobile phones in Kottayam
district

1.7 PERIOD OF STUDY

The study was carried out during a period of 3 months from January 2024 to March
2024
1.8 RESEARCH METHODOLOGY

1.8.1 RESEARCH DESIGN

The proposed study is designed as descriptive and empirical. It is descriptive as it

describes the state of affairs and empirical as it uses first hand information collected
from respondents

1.8.2 POPULATION OF STUDY

Population of study consists of customers of Redmi phones in Kottayam district

1.8.3 SAMPLING SIZE

The sampling size is 100.The samples are collected on convenient sampling method
from various customers of Redmi phones in Kottayam district.

1.8.4 TOOLS FOR DATA COLLECTION

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.

1.8.5 TOOLS FOR DATA ANALYSIS

The data collected has been classified and sorted , tabulated and condensed to
facilitate reading comprehension.Tables diagrams and percentages etc are used for
analysis
1.9 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.

 Time period of study was short.

 Difficulty in finding respondents

CHAPTERISATION

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.
 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.

* 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.

* 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
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.
* 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.
* 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.
* 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.
* 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”.
* 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.
* 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.
* 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.
* Chu-Mei Liu (2002) inferred that Branding is important to manufacturers,
retailers and consumers. Brands with higher brand equity have higher sales. The
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.
* 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.
 CHAPTER – 3

THEORETICAL FRAMWORK
THEORETICAL FRAMEWORK

BUSINESS

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

* 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.

* 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.

* 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.

* 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.

* 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.

* 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.

* 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.

* 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.

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
* 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.

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.
* 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 time
more to acquire new customers than it does to retain existing customer

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.
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 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.
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:

* SAMSUNG

* NOKIA

* REALME

* HONOR

* MOTOROLA

* OPPO

* VIVO

* ONEPLUS

* GOOGLE
 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

90
79
80
70
60
50
40
30
Series 1
20
9 9
10 3
0
Below 20 20-30 30-40 40 above
 TABLE 4.2

REGULARLY USES OF SMART PHONES

OPTIONS NO. OF REPONDENTS PERCENTAGE
Yes 98 98
No 2 2
TOTAL 100 100
Source: Primary Data

The above table discloses that 98% customers are use the smart phone regularly and rest
of 2% are not use regularly.

FIGURE 4.2

REGULARLY USES OF SMART PHONES

Yes
No

98%
 TABLE 4.3

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
Source: Primary Data

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.

FIGURE 4.3

SHOWING HOW LONG SMART PHONE HAVE BEEN OWED

5

15

Less than 6 months

Less than 1 year
More than 1 year

80
 TABLE 4.4

PURPOSE BY THE SMART PHONE

OPTIONS NO. OF REPONDENTS PERCENTAGE
Phone calls 28 28
Social media 54 54
Gaming 8 8
Emailing 1 1
Browser 5 5
Others 4 4
TOTAL 100 100
Source: Primary Data

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 4.4

PURPOSE BY THE SMART PHONE

4
5
1

8 28

Phone calls
Social media
Gaming
Emailing
Browser
Others

54
 TABLE 4.5

REASON TO PREFER REDMI PHONE

OPTIONS NO. OF REPONDENTS PERCENTAGE
Due to price 45 45
Due to quality 37 37
Due to design 10 10
I don’t know 8 8
TOTAL 100 100
Source: Primary Data

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 4.5

REASON TO PREFER REDMI PHONE

10

45 Due to price
Due to quality
Due to design
I don’t know

37
 TABLE 4.6

BASED ON PRICE RANGE

OPTIONS NO. OF REPONDENTS PERCENTAGE
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
Source: Primary Data

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 4.6

BASED ON PRICE RANGE

3
10 14

Less than 10,000

Less than 20,000
Less than 40,000
Less than 60,000

73
 TABLE 4.7

WORTH THE MONEY

OPTIONS NO. OF REPONDENTS PERCENTAGE
Strongly disagree 2 2
Disagree 1 1
Neutral 28 28
Agree 53 53
Strongly agree 16 16
TOTAL 100 100
Source: Primary Data

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 4.7

WORTH THE COST

Sales
2 1
16

28 Strongly disagree
Disagree
Neutral
Agree
Strongly agree

53
 TABLE 4.8

CUSTOMER SERVICE
OPTIONS NO. OF REPONDENTS PERCENTAGE
Strongly disagree 2 2
Disagree 12 12
Neutral 32 32
Agree 39 39
Strongly agree 15 15
TOTAL 100 100
Source: Primary Data

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 4.8

CUSTOMER SERVICE

2
15 12

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

32

39
 TABLE 4.9

VARIETY MODELS
OPTIONS NO. OF REPONDENTS PERCENTAGE
Strongly disagree 2 2
Disagree 1 1
Neutral 37 37
Agree 51 51
Strongly agree 9 9
TOTAL 100 100
Source: Primary Da

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 4.9

VARIETY MODELS

9 2 1

37 Strongly disagree
Disagree
Neutral
Agree
Strongly agree

51
 TABLE 4.10

PERIOD OF USAGE
OPTIONS NO. OF REPONDENTS PERCENTAGE
Less than 6 months 2 2
Less than 1 year 6 6
More than 1 year 46 46
More than 2 year 46 46
TOTAL 100 100
Source: Primary Data

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 4.10

PERIOD OF USAGE

2
6

Less than 6 months

46
Less than 1 year
More than 1 year
More than 2 year

46
 TABLE 4.11

FACTOR EFFECT YOUR PURCHASE

OPTIONS NO. OF REPONDENTS PERCENTAGE
Advertisement 10 10
Suggestion from friends 57 57
and relatives
Price discount 33 33
TOTAL 100 100
Source: Primary Data

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.

FIGURE 4.11

FACTOR EFFECT YOUR PURCHASE

10

33

Advertisement
Suggestion from friends and
relatives
Price discount

57
 TABLE 4.12

QUALITY AND FEATURES

OPTIONS NO. OF REPONDENTS PERCENTAGE

Strongly disagree 7 7
Disagree 12 12
Neutral 34 34
Agree 29 29
Strongly agree 18 18
TOTAL 100 100
Source: Primary Data

The above table reveals that the 29% of respondents agree with Redmi phones Quality
and Features. 34% of them are neutral opinion, while 18% are with strongly agree and
7%, 12% of respondents are strongly disagree and disagree.

FIGURE 4.12

QUALITY AND FEATURES

7
18

12

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

29

34
 TABLE 4.13

PROMOTIONL ACTIVITY
OPTIONS NO. OF REPONDENTS PERCENTAGE
Online offer 47 47
Discount 27 27
Others 26 26
TOTAL 100 100
Source: Primary Data

The above table shows that 47% of the respondents attract the online offer of the Redmi,
while 27% of attract discount and 26% respondents attracts other promotional activities.

FIGURE 4.13

PROMOTIONL ACTIVITY

26

47
Online offer
Discount
Others

27
 TABLE 4.14

RECOMMEND TO FRIENDS OR RELATIVES

OPTIONS NO. OF REPONDENTS PERCENTAGE
No 13 13
Yes 87 87
TOTAL 100 100
Source: Primary Data

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.

FIGURE 4.14

RECOMMEND TO FRIENDS OR RELATIVES

13

No
Yes

87
 TABLE 4.15

EXPECTED IMPROVEMENT
OPTIONS NO. OF REPONDENTS PERCENTAGE
Improve quality of 30 30
camera
Increase the span of 25 25
battery charge
Reduce the heating 35 35
Others 10 10
Total 100 100
Source: Primary Data

Table reveals that 35% expects an improvement in heating issue and 30% in quality of
camera. 25% of respondents expect to improve in battery life, while 10% are expect to
improve other features.

FIGURE 4.15
EXPECTED IMPROVEMENT

10

30

Improve quality of camera

Increase the span of battery
charge
Reduce the heating
35 Others

25
 TABLE 4.16

PRICE
OPTIONS NO. OF REPONDENTS PERCENTAGE
Highly satisfied 36 36
Satisfied 34 34
Neutral 21 21
Dissatisfied 2 2
Highly dissatisfied 3 3
TOTAL 100 100
Source: Primary Data

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
highly dissatisfied.

FIGURE 4.16

PRICE OF THE PHONE

40
36
35 34

30

25
21
20
Series 1

15

10

5 3
2

0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
 TABLE 4.17

DESIGN OF THE PHONE

OPTIONS NO. OF REPONDENTS PERCENTAGE
Highly satisfied 16 16
Satisfied 54 54
Neutral 29 29
Dissatisfied 0 0
Highly dissatisfied 1 1
TOTAL 100 100
Source: Primary Data

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.

FIGURE 4.17

DESIGN OF THE PHONE

60
54

50

40

30 29
Series 1

20
16

10

0 1
0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
 TABLE 4.18

BATTERY PERFOMENCE
OPTIONS NO. OF REPONDENTS PERCENTAGE
Highly satisfied 22 22
Satisfied 37 37
Neutral 36 36
Dissatisfied 3 3
Highly dissatisfied 2 2
TOTAL 100 100
Source: Primary Data
This table discloses that 37%% of the respondents rated as satisfied to the battery
perfomance of the Redmi smart phone, where as 36% of them are have neutral opinion
for the same and 22% of the respondents stated as highly satisfied.

FIGURE 4.18

BATTERY PERFOMENCE

40
37
36
35

30

25
22

20 Series 1

15

10

5 3
2

0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
 TABLE 4.19

CLARITY
OPTIONS NO. OF REPONDENTS PERCENTAGE
Highly satisfied 13 13
Satisfied 53 53
Neutral 28 28
Dissatisfied 5 5
Highly dissatisfied 1 1
TOTAL 100 100
Source: Primary Data

The above table states that out of 100 respondents 53% of them have satisfied with the
Redmi smart phone clarity, while 28% have neutral opinion. 13% of respondents rated
the clarity is excellent, where as 5% of respondents have dissatisfied and 1% rated as
highly dissatisfied with the same.

FIGURE 4.19

CLARITY

60
53

50

40

30 28
Series 1

20
13

10
5
1
0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
 TABLE 4.20

INTERNAL MEMORY
OPTIONS NO. OF REPONDENTS PERCENTAGE
Highly satisfied 26 26
Satisfied 37 37
Neutral 24 24
Dissatisfied 12 12
Highly dissatisfied 1 1
TOTAL 100 100
Source: Primary Data

The above table shows that 37%% of respondents are satisfied with the internal memory
of Redmi phone.26% of respondents are highly satisfied with the internal memory,
whereas 24% are have neutral opinion and rest of respondents are dissatisfied, highly
dissatisfied with 12%,1% respectively for the same.

FIGURE 4.20

INTERNAL MEMORY

40
37

35

30
26
25 24

20 Series 1

15
12

10

5
1
0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
 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.
* 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.
* It reveals that 51% of respondents agree with Redmi phone offering wide variety
model of smart phones.37% are neutral ,while 9% are strongly agree and 2%,1%
are strongly disagree and disagree
 * It shows that 46% of respondents phone last for more than 1 and 2 years, where
6% of respondents phone last less than 1 year and 2% of respondent phone last
less than 6 month.
* Majority of respondents came to know about the Redmi Smartphone from friends
and relatives.
* It reveals that 29% are agree with Redmi phones quality and features, 34% of
them are neutral, while 18% are with strongly agree .
* It shows that 47% people attracts the online offer,27% attract discount and 26%
attract other promotional activities
* Out of 100 respondents , 87% recommend Redmi phones to friends and relatives,
13% are not interested to recommended to friends and relatives.
* It revelas that 35% expect an improvement in heating issue and 30% in quality of
camera.25% are expect to improve in battery life,while 10% are expect to improve
other features.
* It is clear that 34% uses of Redmi smartphones are satisfied with the price and
36% are highly satisfied .only 3% were highly dissatisfied.
* It shows that 54% are satisfied with the design, 29% have neutral opinion and 16%
are highly satisfied with design. Only 1% have highly dissatisfied.
* It reveals that 37% rated as satisfied to the battery performance of Redmi phones,
where 36% have neutral opinion and 22% are highly satisfied.
* Out of 100 respondents 53% are satisfied with Redmi phone clarity, 8% have
neutral opinion and 13% rated as highly satisfied while 6% have negative
responds.
* It states that 37% are satisfied with internal memory and 26% are highly satisfied ,
where 24% are neutral.

5.1 SUGGESTIONS
Based on the findings of the following suggestions are put forwarded,
* 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 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.
BIBLIOGRAPHY
BIBLIOGRAPHY

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, 12 th edition 
Marketing Management, Philip Kotler, 15th edition

Journals
* 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”

* 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
* Nanda et al.,( 2008)https://www.researchgate.net/publication/220535071
* 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

* 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
* Ramakrishnan Venkatesakumar, D. Ramkumar and P. ThillaiRajan,
2008https:// journals.sagepub.com/doi/abs/10. 1177/0258042X0803300109

Site
* 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
APPENDIX
 QUESTIONNAIRE

* Name:

* Age:

* 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

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 quality features of the phone ?

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
Battery
charge
Clarity
Storage
space