PROJECT REPORT

ON

A STUDY ON
CONSUMER PREFERENCES TOWARDS MOBILE PHONE BRANDS

Submitted in Partial Fulfillment for the Award of the Degree of

Bachelor of Business Administration 2021-2024

Under the Guidance of: Submitted By:

Ms. Shruti Yadav Utkarsh Pandey
Designation: Enrolment No.
Assistant Professor 05761101721

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area,
Plot No. 1, Sector 22, Rohini, Delhi 110086, India
 CONTENTS
S No Topic Page

No

1 Student Declaration Ⅲ

2 Acknowledgement Ⅳ

3 Chapter-1: Introduction 1

4 Chapter-2: Research Methodology 13

5 Chapter-3: Data Presentation, Analysis & Interpretation 17

6 Chapter-4: Summary and Conclusions 34

7 Appendix 35
 STUDENT DECLARATION

I hereby declare that this report titled “A study on Consumer Preferences towards Mobile Phone
Brands” is a Bonafede project report carried out by Utkarsh Pandey is submitted in partial
fulfillment of the requirement for the award of the Degree of Bachelor of Business Administration
at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work
and I have not submitted it earlier elsewhere. I declare that the findings and conclusion as
depicted in the report are true to the best of my knowledge.

(Signature)

Name of the Student: Utkarsh Pandey

University Enrolment No. 05761101721
Program: BBA Batch: 2021-2024
Date:

COUNTERSIGNED BY

(Signature)

Name of Internal Faculty Guide: Ms. Shruti Yadav

Designation: Assistant Professor

Date:
 ACKNOWLEDGEMENT

I would like to thank My Guide for her constant guidance to conduct the present arduous Project and
untiring cooperation which she extended to me throughout the research. Getting a project ready requires
the work and effort of many people. I would like to take an opportunity to thank all the people who
helped me in collecting necessary information and making of the report. I am grateful to all of them for
their time, energy, and wisdom.
CHAPTER -1
 INTRODUCTION

Mobile phones aren't just a rich person's fashion today. It is transforming the way thousands of people

do business in a country where even landline phones were a luxury a decade ago. As an essential

element of daily life, the purchase of a mobile phone is an important decision with a variety of mobile

phone brands available to choose from. Each mobile phone manufacturer consistently updates their

offerings with the latest technological updates and many customers have a preferred brand that suits

them or a brand they have become familiar with. Across the globe, even people with low incomes are

now adopting cellular phones as tools for enhancing their business. According to Oxford English

Dictionary one of the earliest uses of word "mobile" was in association with the Latin phrase "mobile

valgus", i.e., excitable crowd. Today's mobile phones live up to these origins. Cell phone technology

introduces new senses of speed and connectivity to social life. If the fixed line telephone has brought

communication links into the workplace and homes, the "mobile" puts them straight into the hands of

numbers and varieties of individuals. Mobile phones have become an inevitable part of personal

communication today. Majority of the people, irrespective of their age, income and geographic location,

have accepted it as a necessary aspect of their day to day lives. Mobile phone industry all over the globe

is currently passing through a turbulent business environment due to heightening competition as well as

the continuous changes in the tastes, preferences and requirements of the customers. Due to this, the

players in the industry constantly engage in innovation and differentiation to meet and satisfy consumer

preferences. However, the consumer behavior literature has very few studies that uncover the

underlying motives and choices of consumers during mobile phone purchase process. During the

introduction stage, mobile phones were used solely for communication. With technological innovations,

advancements and convergence of features of other industries, the functionality of the product has gone

beyond imagination. The industry is very dynamic and new models are introduced to the market almost

on a weekly basis. Availability of 3G and 4G network

and evolution of smart phones have made mobile phones more of a personal digital assistant. Beyond

voice, the major trends shaping the mobile culture have been identified to be (a) communication services

such as voice, text and pictures; (b) wireless internet services such as browsing and email; and (c) different media

services such as motion pictures, games and music. With internet access enablement in mobile phones, they have

become one step closer to personal computers. This paper explores the factors influencing consumer preference

towards mobile phones and investigates the reasons that trigger the purchase of new ones. The brand loyalty of

consumers is explored and the influence of gender on purchase choice is examined. The preferences of

consumers can, to a larger extent, impact the technology push driven mobile phone industry in creating new

models and adding innovative features to satisfy them.

A brief history of mobile phone as technology

The history of the mobile phone goes back 120 years, but the story has only just begun. We know the

most important historical events but have absolutely no idea what the future holds. The only thing we

can conclude today (at the end of 2018) is that the history of the mobile phone is incomparable to the

history of any other commercial product in world history and that mobile technology will have a

significant influence when writing the future history of the development of mobile telephony and human

behavior.

The mobile is the only commercial product in world history that has gained so much media coverage,

influence, generated such significant investments in development, operation, and marketing, and at the

same time created such high share values. The mobile phone has only been surpassed by wheat in terms

of a product’s influence on social and human behavior.

This presentation of the history and development of the mobile phone is primarily written in a European

context. This is because we have mainly collected our data and knowledge from Europe and especially

Denmark, and secondly because it is in the European telecommunications market that we have been

conducting news distribution and price comparisons of mobile phones, mobile plans and broadband

since 1999. For 20 years, myself and my colleagues have provided consumers with useful information

and knowledge about the qualities of mobile phones and the actual prices of mobile plans, broadband

and telephones.

Our many years of experience with independent testing and reviews of mobile phones and price comparisons of

phones, mobile plans and mobile broadband are the very foundation of the idea and purpose of

SmartphonesRevealed.com. Providing consumers with impartial and fair guides on how to find the cheapest

mobile plan, the best prices for phones and the best deals on mobile broadband is central to our work.

In our review of the history and development of the mobile phone, we delve into the most significant

historical events and spice them up with our own analyses and points of view. This is because we find it

important with historical facts to add to professionally relevant considerations, mobile expert since

1999, who both over the years have dealt with mobile phones, mobile plans, mobile broadband, and

solutions in consumer-oriented mobile technology. We believe our considerations of the future of

smartphones and the impact of mobile technology on society and human social behavior, are relevant

input when communicating the history of mobile phones.

To give as true and accurate a picture as possible of the history of mobile technology, we have initially

chosen to give an introduction to the development of the telecom companies’ networks, and a little later,

also about the telecommunications companies’ market development of mobile

plans and mobile broadband. This is simply because you cannot communicate the history of the mobile

phone without also describing the development of the telecommunications network technology and the

telecommunications companies’ changing strategies in the marketing of mobile plans, mobile broadband

and telephones. Without a network and an active SIM card, even the smartest smartphone is just a dead

gizmo in brushed steel and glass.

We have deliberately tried to put the history of the mobile and the development of mobile technology

chronologically and not thematically. Therefore, the text is not divided into topic specific themes but

presented to the greatest extent possible in chronological order. This is because historical events have

the effect of causing reactions that, just like ripples in water, can influence decisions and have

consequences in all directions at the same time. I have then tried to explain the most landmark

consequences of the most crucial historical events from 1908 to the end of 2018.

Our presentation of the history and development of the mobile phone includes analyses of key events

and breakthroughs in mobile technology, market dynamics, and sheds light on the most cutting-edge

phone models from 1980 to 2018. The observant reader will note that only a few smartphone models

will be featured from 2007 to 2018. This is deliberate as I do not believe that many innovative phone

models were launched during that time.

On the contrary, from 2007 and until 2018, smartphones became ever more uniform and have only

marginally improved year by year. By contrast, many critical things have happened that have made an

impact: market dynamics, the impact of mobile phones on human behavior, Internet usage and the social

significance of mobile technology.

Mobile phones have already affected human social behavior and the impact will continue, and with the

rapid introduction of 5G network technology and artificial intelligence, mobile technology can also have

a major impact on the welfare models, economy and labor market of nations.

CONSUMER TREND FOR SMARTPHONES

As mobile devices become increasingly pervasive and indispensable, today’s consumer is by default a

mobile consumer. For today’s consumers, smartphones are with them during literally every part of the

day. The mobile phone is way more than a phone now, as the device is how we shop, communicate with

others, travel, make payments, take consumer surveys and conduct many more activities.

In the past, mobile used to be thought of as the second screen. That’s no longer the case. Mobile devices

have become the most personal screens in our lives, traveling with us everywhere for many people,

especially younger folks, mobile is the primary screen, as it is the first thing they see in the morning and

the very last thing they look at before going to sleep at night.

“Today, why bother specifying between a consumer and a mobile consumer? Considering the current

state of mobile technology, saying global mobile consumer is like saying tiny shrimp or

ATM machine - it’s just redundant at this stage,” Richard Thomas, Head of Brand Marketing, North

America noted in August 2019. “Every brand today, no matter what space it’s in, must keep the mobile

nature of its consumers in mind in everything that happens.”

DIFFERENT BRANDS OF MOBILE PHONES AVAILABLE

There are many brands of cell phones available in Nepalese market. So far, as contemporary brands of

cell phones or mobile phones is concerned in Nepalese market, Nokia, Samsung, Realme, Motorola,

LG, Sony, iPhone, Vodafone and so on are seen to exist in the competitive

market. Nokia, Samsung, Realme, LG, Sony and iPhone have secured prominent position. With the

strong presence of these brands, many other brands which also exist in the market are facing hard times

and the brand war among these easing mobile brands has provided the market with better mobile sets

and variety of features.

Nokia

This is popular brand name for the cell phone users. This German cell phone brand have

produced and launched more than 50 brands of cell phones in the world. For example, some of

them are Nokia 1100, Nokia 6680, Nokia 6600, Nokia 7260, and so on.

1500. Main competitors of this brand are Samsung, Vivo, LG and iPhone. Nokia Technologies is a

division of Nokia that develops consumer products and licenses technology including the Nokia

brand. Its focuses are imaging, sensing, wireless connectivity, power management and materials,

and other areas such as the IP licensing program. It consists of three labs: Radio Systems Lab, in

areas of radio access, wireless local connectivity and radio implementation; Media Technologies

Lab, in areas of multimedia and interaction; and Sensor and Material Technologies Lab, in areas

of advanced sensing solutions, interaction methods, nanotechnologies and quantum technologies.

Nokia Technologies also provides public participation in its development through the Invent with

Nokia program. It was created in 2014 following a restructuring of Nokia Corporation.

Samsung

Samsung offers a wide selection of powerful and stylish internet-ready Smartphones, which

include Android, Data and Windows mobile devices. It has increased its market share in market

due to its affordable range of prices and android applications. It is mostly popular among the

youngsters Samsung Electronics is a multinational electronics and information Technology

Company

headquartered in Suwon and the flagship company of the Samsung Group. Its products include air

conditioners, computers, digital televisions, (AMOLEDs), mobile phones, monitors, printers,

refrigerators, semiconductors and telecommunication networking equipment. It is the world's

largest mobile phone maker by unit sales in the first quarter of 2012, with a global market share of

25.4%. It is also the world's second-largest semiconductor maker by 2011 revenues.

Realme

Realme originated as a sub-brand of Oppo, another prominent Chinese smartphone manufacturer.

It aimed to cater to the needs of young consumers by offering stylish and performance-oriented

devices. The brand's first product, the Realme 1, was launched in India in May 2018, marking the

beginning of its journey in the highly competitive smartphone market.

LG

Style meets function with an LG phone. LG Android and Windows mobile phones come with

touch screens and high-quality cameras as well as all the latest features consumers would

expecting Smart phones making it one of the major competitors in mobile phone industry across

the world. LG Corporation is a holding company that operates worldwide through more than 30

companies in the electronics, chemical, and telecom fields. Its electronics subsidiaries

manufacture and sell products ranging from electronic and digital home appliances to televisions
and mobile telephones, from Thin-film-transistor liquid-crystal displays to security devices and

semiconductors. In the chemical industry, subsidiaries manufacture and sell products including

cosmetics, industrial textiles, rechargeable batteries, and toner products, polycarbonates,

medicines, and surface decorative materials.

iPhone

The iPhone is a line of smart phones which is designed and marketed by Apple Inc. It runs

Apple's iOS mobile operating system, known as the "iPhone OS". In the recent years it has gained

huge popularity worldwide. Also, iPhone has captured a huge market especially of the higher

income group. It has thus threatened established brands sales such as that of Nokia and Samsung

market as well as worldwide The continued top popularity of the iPhone despite growing Android

competition was also attributed to Apple being able to deliver iOS updates over the air, while

Android updates are frequently impeded by carrier testing requirements and hardware tailoring,

forcing consumers to purchase a new Android smartphone to get the latest version of that OS

However, by 2013, Apple's market share had fallen to 13.1%, due to the surging popularity of the

Android offerings.

One plus

OnePlus was founded on 16 December 2013 by former Oppo vice-president Pete Lau and Carl Pei.

According to Chinese public records, OnePlus' only institutional shareholder is Oppo Electronics. Lau

denied that OnePlus was a wholly owned subsidiary of Oppo and stated that Oppo Electronics and not

Oppo Mobile is a major investor of OnePlus and that they are "in talks with other investors." The

company's main goal was to design a smartphone that would balance high- end quality with a lower price

than other phones in its class, believing that users would "Never Settle" for the lower-quality devices

produced by other companies. Lau explained that "we will never be different just for the sake of being

different.
 Literature Review

Consumer Brand Preference towards Mobile Phone

Singh and Gupta (2023) examine the determinants of consumer preferences for mobile phone brands.

They identify key factors such as brand image, price, features, and social influence. Their survey-based

research provides insights into the consumer decision-making process, highlighting the importance of

these factors in shaping brand preferences.

Consumer Behavior Toward Mobile Phone Handsets

Singh and Kumar (2023) explore consumer behavior and preferences towards mobile phone brands.

They find that brand loyalty, product features, and marketing strategies significantly impact consumer

choices, with Samsung emerging as the most preferred brand among respondents.

Factors Affecting Customer's Preferences to Buy Cellular Phone for Local Versus International

Brands

Verma and Patel (2023) investigate the factors influencing consumer preferences between local and

international mobile phone brands. Their research reveals that brand reputation, price sensitivity, and

perceived quality play crucial roles in consumer decision-making.

A Study on Brand Preference on Mobile Phones Among Youth

Sharma and Jain (2023) focus on the brand preferences of young consumers for mobile phones. They

examine how brand image, technological features, and peer influence affect the purchasing decisions of

the youth demographic, providing insights into the specific needs and preferences of this group.
A Study on Consumer Behaviour Towards Brand Preference for Mobile Phones

Nair, Nelson, and Karthika (2023) analyze consumer behavior and preferences for mobile phone brands

across various demographic factors. They highlight the roles of brand awareness, loyalty, and marketing

communications in influencing brand preference.

 THEORETICAL FRAMEWORK

Consumer preference:

Consumer preference is defined as the subjective tastes of individual consumers, measured by their

satisfaction with those items after they’ve purchased them. This satisfaction is often referred to as

utility. Consumer value can be determined by how consumer utility compares between different

items.

Consumer preferences can be measured by their satisfaction with a specific item, compared to the

opportunity cost of that item since whenever you buy one item, you forfeit the opportunity to buy

a competing item.

The preferences of individual consumers are not contained within the field of economics. These

preferences are dictated by personal taste, culture, education and many other factors such as social

pressure from friends and neighbors. For example, someone who prefers to own a specific brand

of a smartphone because her friends all have the same brand.

People often prefer some aspects of a product, but not others. When comparing sofas, the color,

fabric and size of the sofas can each have an impact on consumer preference, as well as the number

of extra cushions they have. Not all of these aspects carry the same weight. When comparing two

restaurants, for example, you may prefer the food and the ambiance of one over the other, but

having a rude waiter at one restaurant may cause you to prefer the other restaurant overall.

While consumer preference is an indicator of consumer demand, it’s important to note that

consumer choices are not always determined by preference alone. Choices are often limited by a consumer’s

income or budget, compared to the cost of the item, which is why so few people drive luxury cars or fly

first-class.
Why Is Consumer Preference Important?

Because consumer preference determines what products people will buy within their budget,

understanding consumer preference will give you an indication of consumer demand. This

information will help to ensure that you have enough products to meet demand and will help you

determine the price for your product.

If, for example, your company makes dresses, knowing what women prefer in a dress will help you

determine which colors and fabrics will sell better than others, as well as whether shorter hemlines

will sell better than longer hemlines. If your products are comparable to more expensive brands,

you may be able to sell them at a higher profit. On the other hand, if your competitors offer similar

dresses for less money that are also preferable to yours, you may need to reduce production, change

the design or reduce your profit to ensure you aren't left with too much inventory at the end of the

season.

As the preference for one product over another increase, one product may outsell the other even if

the price is much higher. However, when the preference is negligible, then price and availability

become the determining factors over which one will sell better.

OBJECTIVES

● To understand the various factors affecting the choice of brand.

● To determine the preferences of mobile phone brands by customers. To assess the customer's perception

on brand preference.

● To determine what people, expect from various mobile phone brands.

CHAPTER -2
 RESEARCH METHODOLOGY:

Research as we know is an art of scientific investigation. It refers to the systematic method consisting of

enunciating the problem formulating a hypothesis, collection of the facts or data analyzing the fact and

reaching certain conclusions either in the form of solutions towards the concerned problems or in certain

generalization for some theoretical formulation. In short, search for through objectives and systematic

method of finding solution to the problem in research.

Research methodology is a way to systematically solve the research problem. It may be understood as a

science of studying how research is done scientifically. In it we study the various steps, the research

process that is generally adopted to study the research problem and basic logics behind them.

Type of research- Descriptive Research

Data source- Primary and Secondary data

Data collection method- Survey Sample

size- 113

Research methodology includes the following steps:

• Formulate the objectives of the study.

• Collection of the primary and secondary data.

• Interpreting the data and drawing the conclusions.

A research design is the arrangement of condition and analysis of data in a manner that aims to combine

relevance to research purpose with economic in procedure. It is the overall operational pattern or

framework of the project.

One of the components of research is getting enough information about the research problem— the

what, how, when and where answers, which is why descriptive research is an important type of research.

It is very useful when conducting research whose aim is to identify characteristics, frequencies, trends,

correlations, and categories.

Data collection: -

Following are the source for the collection of data:

(a) Primary source

(b) Secondary source

Data collections method: -

There are three main methods of data collection:

i)Observation

ii)Experimentation

iii) Survey

I have selected survey method of data collection which is one of the very common and widely used

methods for collection of primary data. We can gather wide range of valuable information about the

behavior of the employees viz. attitude, motive, and options etc.

The purpose of methodology is to describe the purpose involve in the research work. This include the

overall research design, the data collected method Research methodology refers to the various

sequential steps to be adopted by a researcher in studying a problem with certain object or objective in

view.
Primary data:

These are those data which are collected a fresh and for the first time and thus happen to be original in

character. Some of them are calculation and observation. So, in this research the data has been

collected from respondents through QUESTIONNAIRE.

Secondary data:

Secondary data refers to information gathered by someone other than the researcher of the current

study. Such data can be internal or external to the organization and accessed through the internet or

perusal of recorded or published information. Secondary sources of data provide a lot of information

for research and problem solving. These data are usually qualitative in nature. So, in this research

we’ve used various secondary sources of data; such as internet, induction presentation etc.
 CHAPTER-3

DATA PRESENTATION, ANALYSIS

AND INTERPRETATION
● Do you have your own mobile phone?
PARTICULAR NO. OF RESPONDENTS PERCENTAGE

YES 96 84.95%

NO 17 15.05%

TOTAL 113 100%

INTERPRETATION

- All the respondents responded “yes” which is 84.95%.

- 0 respondents responded “no” which is 15.05%.

● How many phones do you have?

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

1 80 70.79%

2 13 11.50%

3 or more 3 2.65%

I don’t have yet but I would 17 15.06

TOTAL 113 100%

INTERPRETATION

- 80 respondents responded “1” which is around 70.79%.

- 13 respondents responded “2” which is around 11.50%.

- 3 respondents responded “3” which is around 2.65%.

- 17 respondents responded “I don’t have yet but I would” which is around 15.06%
● Which mobile phone brand do you own?

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Nokia 7 6.19%

Samsung 39 34.52%

Apple 27 23.89%

One plus 24 21.24%

Others 16 14.16%

TOTAL 113 100%

INTERPRETATION

- 7 respondents responded with the option “Nokia” which is around 6.19% - 39 respondents

responded “Samsung” and “One plus” each which is around 34.52%.

- 27 respondents responded “Apple” which is around 23.89%.

- 24 respondents responded “One plus” which is around 21.24%

- Around 16 respondents opted for “others” which is round 14.16%

 ● How often do you change your mobile?
PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Every other year 72 63.71%

Every other month 7 6.19%

Every other week 0 0%

Always the same phone 34 30.10%

TOTAL 113 100%

PERCENTAGE

Every other year Every other month Every other week Always the same phone
INTERPRETATION

- 72 respondents responded “every other year” which is around 63.71%.

- 7 respondent opted for “every other month” which is around 6.19%.

- 0 respondent responded “every other week”

- 34 respondents responded “always the same phone” which is around 30.10%.

● Is the design of mobile phone important for you?

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Yes, of course 79 69.91%

Not at all 13 11.50%

I don’t care 21 18.59%

TOTAL 113 100%

 INTERPRETATION

- 79 respondents responded “yes of course” which is about 69.91%.

- Out of the remaining, 13 responded with “not at all” which is around 11.50% and the other
21 responded “I don’t care” which is around 18.59% each.
● For what reasons you choose the mobile brand?

(This question contains checkbox, thus there can be more than one response by the
respondent. That is why the total is more than 100%)

PARTICULAR NO. OF COUNTS PERCENTAGE

Convenience handset 36 31.86%

Brand name/offers 57 50.44%

Appearances 21 18.58%

Value added services 27 23.89%

TOTAL 141 124.77%

 PERCENTAGE

Value added services

Appearances

Brand name/offers

Convenience

0 10 20 30 40 50 60

PERCENTAGE
 INTERPRETATION

- “Convenience handset” was opted 36 times by the respondents which is around 31.86%.

- “Brand name/offers” was opted 57 times by the respondents which is around 50.44%.

- “Appearances” was opted 21 times by the respondents which is around 18.58%.

- “Value added services” was opted 27 times by the respondents which is around 23.89%.
 ● Which of the following features/attributes do you choose when purchasing a

mobile phone?

(This question contains checkbox, thus there can be more than one response by the
respondent. That is why the total is more than 100%)

PARTICULAR NO. OF COUNTS PERCENTAGE

Design 38 67.9%

Brand 45 80.4%

durability 37 66.1%

Sound quality 32 57.1%

Battery life 44 78.6%

Display 36 64.3%

Camera and music 45 80.4%

Multimedia 15 26.8%

TOTAL 292 521.6%

777

STATEMENTS STRONGLY DISAGREE NEUTRAL STRONGLY AGREE

DISAGREE AGREE

8 My social status is 34 21 23 17 18
influenced by the choice
of brand I prefer.

9 I consider the user 2 5 20 9 16

friendliness of the mobile
phone.

10 I prefer a mobile 14 23 15 3 1

phone brand because of

how I want people to see

me.
 11 I consider mobile 2 5 7 27 15

phone appearance and

battery life when

selecting a
brand.

12 I associate mobile 2 3 14 21 16

phone price with the

quality of phone.

13 Opinion leaders played 7 4 28 9 8

an important role on the
brand of mobile phone I
prefer.

14 Price of mobile phone 10 10 21 6 9

has an impact on my
ideal self-image.
 INTERPRETATION

- “Design” was opted 38 times by the respondents which is around 67.9%.

- “Brand” was opted 45 times by the respondents which is around 80.4%.

- “Durability” was opted 37 times by the respondents which is around 66.1%.

- “Sound Quality” was opted 32 times by the respondents which is around 57.1%.

- “Battery Life” was opted 44 times by the respondents which is around 78.6%.

- “Display” was opted 36 times by the respondents which is around 64.3%.

- “Multimedia” was opted 15 times by the respondents which is around 26.8%.

● Give your perception on the following statements.

 ● Using numbers 1-9 rank the following mobile phone brands in terms of your preference.

Ranks/Brands 1 2 3 4 5 6 7 8 9

Nokia 3 7 3 2 10 12 2 8 5

Samsung 6 5 15 3 2 1 8 13 2

Realme 7 3 5 6 7 13 6 4 2

One plus 8 14 6 2 3 2 3 10 6

LG 7 3 5 5 11 7 5 5 13

Apple 1 5 4 4 2 6 8 4 19

Sony 4 9 6 4 7 10 8 5 3

Vivo 11 5 2 9 6 7 4 4 6

Xiaomi Mi 11 3 6 10 5 5 5 5 6
 FINDINGS

● Majority of people (76.8%) own 1 mobile phone.

● Majority of people (44.6%) in my sample size prefer APPLE brand for mobile phones
followed by OTHERS which were opted by 26.8%.

● Majority of people buy their phone in every other year that is 62.5%

● Most of the people in my sample size give importance to the design and display of the

mobile while purchasing that is 89.3%

● Brand names/offers and convenience handsets are the reason of majority for choosing

a particular mobile brand that is by 55.4% and 48.2%.

● Majority of people are attracted for the features/attribute/factors – camera & music and

brand followed by battery life and design that is by 80.4%, 78.6% and 67.9%.

● Majority of people consider mobile phone appearance and battery life while selecting a

brand.
 SUMMARIES AND CONCLUSION

Mobile phone is seen as icon of young generation. People see mobile phones as an extension of their

hand and they depend on social network ties to establish their self. We are in a transition age from a

broadcast media to a personal communication technology, giving more freedom for personal identity,

new utilities of public space and new forms of networking and coordination in society.

From this study of consumer preference towards various mobile phone brands, each age group had

different opinions towards different brands. The buying decision of the particular mobile phone brand is

completely based on their income, brand image, appearance, and battery life of the mobile.

Competition has already been set between the brands for improvement to satisfy the consumers

perfectly.All the mobile phones are selected by the consumers according to taste, priority, choice etc.

It can be suggested that to increase the shares of Apple.inc, the company must start manufacturing low

end products which are in reach of common people. Micromax must add some exciting features to its

phones to increase their sales. Xiaomi must enhance its advertisement and promotion, which will add to

their visibility.

From this study, Battery life and Design are the two most important features that attract the consumers

to buy a particular brand.

In the end, it is concluded that the consumer always compares the price of the product with the quality

of the product. That is why, cheapest with more features will crack the market.
 APPENDIX

QUESTIONNAIRE
NAME:

AGE:

A) 15-20
B) 21-30

C) 31 and Above

GENDER:
A) MALE

B) FEMALE

What is your monthly income?

A) 20,000- 29,999

B) 30,000-39,999

C) 40,000-49,999

D) 50,000 OR ABOVE

1 Do you have your own mobile phone?

A) YES

B) NO
2 How many phones do you have?

A) 1

B) 2

C) 3 OR MORE

D) I DON’T HAVE YET BUT I WOULD

3 Which mobile phone brand do you own?

A) NOKIA

B) SAMSUNG

C) APPLE

D) ONE PLUS

E) OTHERS

4 How often do you change your mobile?

A) EVERY OTHER YEAR

B) EVERY OTHER MONTH

C) EVERY OTHER WEEK

D) ALWAYS THE SAME PHONE

5 Is the design of a mobile phone important for you?

A) YES, OFCOURSE

B) I DON’T CARE

C) NOT AT ALL

6 For what reasons you choose the mobile brand?

A) CONVENIENCE HANDSET

B) BRAND NAME/ OFFERS

C) APPEARANCES

D) VALUE ADDED SERVICES

7 Which one of the following features/attributes do you choose when purchasing a mobile phone?

A) DESIGN

B) BRAND

C) DURABILITY

D) SOUND QUALITY

E) BATTERY LIFE

F) DISPLAY

G) CAMERA AND MUSIC

H) MULTI MEDIA
STATEMENTS STRONGLY DISAGREE NEUTRAL STRONGLY AGREE

DISAGREE AGREE

8 My social status is
influenced by the choice
of brand I prefer.

9 I consider the user

friendliness of the mobile
phone.

10 I prefer a mobile

phone brand because of

how I want people to see

me.
 11 I consider mobile

phone appearance and

battery life when

selecting a
brand.

12 I associate mobile phone

price with the quality of
phone.

13 Opinion leaders played

an important role on the
brand of mobile phone I
prefer.

14 Price of mobile phone

has an impact on my
ideal self-image.
 15. Using numbers 1-9 rank the following mobile phone brands in the terms of preference.

NOKIA

SAMSUNG

VIVO

LG

ONE PLUS

APPLE

SONY

MICROMAX

XIAOMI MI
 Bibliography

References

● Singh, J., & Gupta, A. (2023). Consumer Brand Preference towards Mobile Phone. IOSR Journals.

● Singh, A., & Kumar, R. (2023). Consumer Behavior Toward Mobile Phone Handsets. SpringerLink.

● Verma, S., & Patel, A. (2023). Factors Affecting Customer's Preferences to Buy Cellular Phone for Local

Versus International Brands. SSRN.

● Sharma, R., & Jain, P. (2023). A Study on Brand Preference on Mobile Phones Among Youth. Neliti.

● Nair, S., Nelson, N., & Karthika, R. (2023). A Study on Consumer Behaviour Towards Brand Preference

for Mobile Phones. IJCRT.