BRAND PREFERENCE OF MOBILE HANDSET FOR

WORKING EXECUTIVES IN DEHRADUN

PROJECT REPORT

Submitted to the University of Petroleum and Energy Studies in partial fulfillment of the

requirements leading to the award of the Degree of

MBA in Port & Shipping Management

By

Mr Sarath Chandran P R310210017 Ms Vrushali Mandlekar R310210018 Mr Avaneesh Tiwari R310210020 Mr Pranjal Agarwal R310210019

Under the guidance of

Mrs.T Anupama

200-200

DEPARTMENT OF MANAGEMENT

UNIVERSITY OF PETROLEUM & ENERGY STUDIES

Energy Acres, P.O Bidholi

Dehradun – 248007

CERTIFICATE

This is to certify that the dissertation, entitled “BRAND PREFERENCE OF MOBILEHANDSET

FOR WORKING EXECUTIVES IN DEHRADUN”, submitted to the University of Petroleum

and Energy Studies, Dehradun in partial fulfillment of the requirements for the award of the

Degree of MBA in Port & Shipping Management is a record of original research work done

by Miss Vrushali Mandlekar, Mr Sarath Chandran, Mr Avaneesh Tiwari and Mr Pranjal

Agarwal, during the period of their study (2010-2012) in the Department of Management at

University of Petroleum and Energy Studies, Dehradun, under my supervision and guidance

and the dissertation has not formed the basis for the award of any Degree / Diploma /

Associate ship / Fellowship or other similar title to any candidate of any university.

__________________________________

Guide and Supervisor

_______________________ _______________________________

Dean Course Coordinator/HOD

DECLARATION

I hereby declare that the dissertation, entitled “BRAND PREFERENCE OF

MOBILEHANDSET FOR WORKING EXECUTIVES IN DEHRADUN”, submitted to the University

of Petroleum and Energy Studies,Dehradun in partial fulfillment of the requirements for the

award of the Degree of MBA in Port and Shipping Management is a record of original research

work done by me during the period of 2010-2012 under the supervision and guidance of Mrs T

Anupama, Assistant Professor in Operational Research & Econometrics, and it has not formed

the basis for the award of any Degree / Diploma / Associateship / Fellowship or other similar

title to any candidate in any university.

Place:

Date: Signature of the Candidates

1.

2.

3.

4.

ACKNOWLEDGEMENT

We are extremely grateful to Mrs. T Anupama Assistant Professor in Operational

Research & Econometrics in Department of Logistics & Supply Management & Quantitative

Technique, College of Management and Economic Studies, University of Petroleum and Energy

Studies, Dehradun for her sustained interest and advice that have contributed to a great extend

to the completion of the project.

We also express our gratitude and sincere thanks to all our family and friends and their

encouragement and valuable support throughout our study.

TABLE OF CONTENTS

Chapter Particulars Page Number

List of Tables

1 Introduction

1.1 History of Telecommunication

1.2 Brand Preference

1.3 Mobile Handset

1.4 Telecom Industry in India

1.5 Major Players in Indian Market

2 Literature Review

3 Methodology

3.1 Research Design

3.2 Nature and Scope of Study

3.3 Area of Study

3.4 Source of Data

3.5 Sampling Procedure and Size

3.6 Statistical tools

3.7 Chi Square test

3.8 Limitation of Study

4 Analysis and Interpretation

4.1 Chi Square test results

5 Finding and Conclusions

Bibliography

Annexure

LIST OF TABLES

Table Number Table Heading

1 Age group of consumer

2 Gender of buyers

3 Awareness Level of Consumers

4 Occupation

5 Income wise classification

6 Choice of brands

7 Satisfaction level

8 Factor influencing consumer behavior

9 Frequency of Handset Change

10 Price Range

EXECUTIVE SUMMARY

The research is conducted to know the brand preference of Mobile handset amongst the

working executives in Dehradun city, Uttarkhand. For the purpose of study, primary data was

collected through questionnaires and direct interaction with the customers. The questionnaire

mainly focused on analysis of various factors that affect the buying decision of a particular

mobile handset brand. A sample size of 113 respondent living in diverse backgrounds with

different income segments and different occupation category was selected and data was

collected from them. Researchers employed Chi Square testing method to analyze the data and

arrived at a conclusion regarding the preference of a particular brand.

CHAPTER 1

INTRODUCTION

1.1 History of Indian Telecommunications

Indian Telecommunications system Started in 1851 when the first operational land lines were

laid by the government near Calcutta (seat of British power). Telephone services were

introduced in India in 1881. In 1883 telephone services were merged with the postal system.

Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all

the foreign telecommunication companies were nationalized to form the Posts, Telephone and

Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom

sector was considered as a strategic service and the government considered it best to bring

under state's control. The first wind of reforms in telecommunications sector began to flow in

1980s when the private sector was allowed in telecommunications equipment manufacturing.

In 1985, Department of Telecommunications (DOT) was established.

It was an exclusive provider of domestic and long distance service that would be its own

regulator (separate from the postal system). In 1986, two wholly government-owned

companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international

telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in

metropolitan areas. In 1990s, telecommunications sector benefited from the general opening

up of the economy. Also, examples of telecom revolution in many other countries, which

resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a

change process finally resulting in opening up of telecom services sector for the private sector.

National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap

for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India

(TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the

telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were

also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed Service

Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or

domestic long distance and international long distance services. The state operators (BSNL and

MTNL), account for almost 90 per cent of revenues from basic services. Private sector services

are presently available in selective urban areas, and collectively account for less than 5 per

cent of subscriptions. However, private services focus on the business/corporate sector, and

offer reliable, high- end services, such as leased lines, ISDN, closed user group and

videoconferencing. Cellular services can be further divided into two categories: Global System

for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector

is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated

by Reliance and Tata Indicom.

Opening up of international and domestic long distance telephony services are the major

growth drivers for cellular industry. Cellular operators get substantial revenue from these

services, and compensate them for reduction in tariffs on airtime, which along with rental was

the main source of revenue. The reduction in tariffs for airtime, national long distance,

international long distance, and handset prices has driven demand.

1.2 BRAND PREFERENCE

Brand preference is defined as a measure of brand loyalty in which a consumer will choose a

particular brand in presence of competing brands, but will accept substitutes if that brand is

not available. Measures of Brand Preference attempt to quantify the impact of marketing

activities in the hearts and minds of customers and potential customers. Higher Brand

Preference usually indicates more revenues (sales) and profit, also making it an indicator of

company financial performance.

As per the Barron’s Marketing Dictionary Brand preference is the Selective demand for a

company's brand rather than a product; the degree to which consumers prefer one brand over

another. In an attempt to build brand preference advertising, the advertising must persuade a

target audience to consider the advantages of a brand, often by building its reputation as a

long-established and trusted name in the industry. If the advertising is successful, the target

customer will choose the brand over other brands in any category.

Brand Preference of consumers is influenced by groups such as family, friends, reference

groups, and society in general. The aim of the research is to study the preference of consumers

in selecting his favorite brand.

1.3 Mobile Handset

A mobile phone (also called mobile, cellular telephone, cell phone, or hand phone) is an

electronic device used to make mobile telephone calls across a wide geographic area. Mobile

phones are different from cordless telephones, which only offer telephone service within a

limited range of a fixed land line, for example within a home or an office.

A mobile phone can make and receive telephone calls to and from the public telephone

network which includes other mobiles and fixed-line phones across the world. It does this by

connecting to a cellular network owned by a mobile network operator.

In addition to functioning as a telephone, a modern mobile phone typically supports additional

services such as SMS (or text) messaging, MMS, e-mail and Internet access; short-range

wireless (infrared or Bluetooth) communications; as well as business and gaming applications,

and photography. Mobile phones that offer advanced computing abilities are referred to as

smart phones.

The first handheld mobile phone was demonstrated by Dr. Martin Cooper of Motorola in 1973,

using a handset weighing 2 kg. In 1983, the DynaTAC 8000x was the first to be commercially

available. In the twenty years from 1990 to 2010, worldwide mobile phone subscriptions grew

from 12.4 million to over 4.6 billion, penetrating the developing economies and reaching the

bottom of the economic pyramid

1.4 Telecom Industry in India

The telecom industry is one of the fastest growing industries in India. India has nearly

200 million telephone lines making it the third largest network in the world after China

and USA.

With a growth rate of 45%, Indian telecom industry has the highest growth rate in the

world.

Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by

the growth in demand in countries like India and China.

India‘s mobile phone subscriber base is growing at a rate of 82.2%.

China is the biggest market in Asia Pacific with a subscriber base of 48% of the total

subscribers in Asia Pacific.

Compared to that India’s share in Asia Pacific Mobile phone market is 6.4%. Considering

the fact that India and China have almost comparable populations, India’s low mobile

penetration offers huge scope for growth.

1.5 Major Players in the Indian market

1.5.1Nokia

Nokia Corporation is a Finnish multinational communications corporation that is

headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is

engaged in the manufacturing of mobile devices and in converging Internet and

communications industries, with over 132,000 employees in 120 countries, sales in more than

150 countries and global annual revenue of over €42 billion and operating profit of €2 billion

as of 2010. It is the world's largest manufacturer of mobile phones: its global device market

share was 31% in the fourth quarter 2010, up from an estimated 30% in third quarter of 2010

but down from an estimated 35% in the fourth quarter of 2009. Nokia's estimated share of the

converged mobile device market was 31% in the fourth quarter, compared with 38% in the

third quarter 2010. Nokia produces mobile devices for every major market segment and

protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such as

applications, games, music, maps, media and messaging through its Ovi platform. Nokia's

subsidiary Nokia Siemens Networks produces telecommunications network equipment,

solutions and services. Nokia is also engaged in providing free digital map information and

navigation services through its wholly owned subsidiary Navteq. Nokia also has greater

dependency on England based company duo namely Symbian Corporation for its mobile

operating systems and OVI for its mobile based application software development and

distribution, which has made Nokia as highest selling mobile phone vendor within the last few

years. Nokia has sites for research and development, manufacture and sales in many countries

throughout the world. As of December 2010, Nokia had R&D presence in 16 countries and

employed 35,870 people in research and development, representing approximately 27% of the

group's total workforce. The Nokia Research Center, founded in 1986, is Nokia's industrial

research unit consisting of about 500 researchers, engineers and scientists. It has sites in seven

countries: Finland, China, India, Kenya, Switzerland, the United Kingdom and United States.

1.5.2 Samsung

Samsung Telecommunications is one of five business units within Samsung Electronics,

belonging to the Samsung Group, and consists of the Mobile Communications Division,

Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution

Centre and Telecommunication R&D Centre. Telecommunication Business produces a full

spectrum of products from mobiles and other mobile devices such as MP3 players and laptop

computers to telecommunication network infrastructure. Headquarters is located in Suwon,

South Korea. In 2007 Samsung Telecommunication Business reported over 40% growth and

became the second largest mobile device manufacturer in the world. Its market share was 14%

in Q4 2007, growing up form 11.3% in Q4 2006. In Q1 2008 Samsung strengthened its second

position on the market and achieved 15.6% world handset market share.

1.5.3 Sony Ericsson

Sony Ericsson Mobile Communications AB is a joint venture established on October 1, 2001 by

the Japanese consumer electronics company Sony Corporation and the Swedish

telecommunications company Ericsson to manufacture mobile phones. The stated reason for

this venture is to combine Sony's consumer electronics expertise with Ericsson's technological

knowledge in the communications sector. Both companies have stopped making their own

mobile phones. The company's global management is based in Hammersmith in London,

United Kingdom, and it has research & development teams in Lund, Sweden; Tokyo, Japan;

Mexico City, Mexico; Beijing, China and Redwood Shores, United States. By 2009, it was the

fourth-largest mobile phone manufacturer in the world after Nokia, Samsung and LG. The sales

of products largely increased due to the launch of the adaptation of Sony's popular Walkman

and Cyber-shot series. In 2010, its market share had dropped to sixth place behind Research in

Motion and Apple.

1.5.4 LG

LG Electronics Korean Consumer Electronics & Home Appliance Manufacturer has started

mobile appliance business since 1996. Formerly known as LG Information & Communication

Co. (LGIC), which former GoldStar Telecommunication Company successor, build the first

Korean made CDMA phones for Korean consumer market, and later it merged to Mother

Company as department and start GSM division for export based mobile phone business. In

2002, LG UMTS Mobile division demonstrates the World first WCDMA Video Telephony at

Korean-Japan World Cup Game Opening Ceremony, the nominal growth of Mobile

Communication has been started. Currently LG MC Company produce CDMA, GSM, WCDMA

products and recent success of design based phone concept series Black Label Series boosted

its revenue since 2005.

1.5.5 Micromax

Micromax is a telecommunications company based in Gurgaon, Haryana, India. It is a

manufacturer of wireless telephone handsets. Micromax has 23 domestic offices across the

country and international offices in Hong Kong, USA, Dubai and now in Nepal. Micromax is the

largest Indian domestic mobile handsets company in terms of units shipped during the quarter

ended March 31, 2010 and the third largest mobile handset seller in India as at March 31, 2010.

Micromax Inc. has recently seen a rise in market share. Micromax is the largest Indian domestic

mobile handsets company in terms of units shipped during the quarter ended March 31, 2010

and the third largest mobile handset seller in India as at March 31, 2010. On March 31, 2010

the company registered the market share of 6.24% for that quarter, which grew from 0.59% in

September, 2008. Micromax became the fastest growing mobile brand in India for the fiscal

year 2009-10. Handset sales have grown by 123.48% from 1.15 million units in the quarter

ended June 30, 2009 to 2.57 million units in the quarter ended March 31, 2010. Micromax also

sells data cards to service providers in India which includes India's leading operators like

Airtel and BSNL.

1.5.6 Other Market players

Other than the above handsets there are various others players in the market. Other

manufacturers include Audiovox (now UTStarcom), CECT, HTC Corporation, Fujitsu, Kyocera,

Mitsubishi Electric, NEC, Panasonic, Palm, Pantech Wireless Inc., Philips, Qualcomm Inc.,

Research In Motion Ltd. (RIM), Sagem, Sanyo, Sharp, Sierra Wireless, Just5, SK Teletech, T&A

Alcatel, Huawei, Trium, Toshiba and Vidalco.

CHAPTER 2

LITERATURE REVIEW

“Brand Preference of Mobile Phones among Ghaziabad’s College Students” – Mr Bulbul Sharma,

PGDM, Ajay Kumar Garg Institute of Management Ghaziabad, U.P. The research is about the

brand preference of mobile phones among Ghaziabad’s College students. The researcher

focuses only on the factor affecting the purchasing decision of mobile handset among the

college students.

The author has used a descriptive method for obtaining data from the respondents

(owners), by asking variety of questions. The data related to brand preference was

collected through questionnaire method.

Among the large student population of college students, a random 250 respondents

were selected. Students of graduation and post graduation were taken as sample

unit. Sampling area was Ghaziabad. Random sampling technique was used in the

research.

Authors - Suggestions findings and recommendations

Nokia is the most favorite brand of the college student.

35% student change their mobile phones within 1to2 years

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

51% students are ready to pay for a mobile phone less than 10,000 and they spend

According to their family income.

49% students like the Nokia advertisement most.

Mostly students use the mobile phones for talking, SMS and for using the GPRS

Function.

Mostly students have hands free, blue tooth and memory card.

Almost all students are aware about the GPRS, Blootooth and MMS service but Least

students are aware about the 3G function.

Most favorite brand among the college students is Nokia and the least favorite Brand is

LG.

Appearance, Price, Brand Image and advertisement are the important factors for the

students while purchasing mobile phones.

Mostly students prefer slim, medium in weight and large in size handset

Mostly students see advertisement on television

Story, spokesperson and the music are the important factor in advertisement

Mostly students have the hanging and service problem with the Nokia.

Nokia should provide better service and try to solve the hanging problem

Cellular companies should increase the awareness about the 3G service.

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

LG and Samsung should try to expand its market share and also should try to increase

the awareness through the television advertisement.

All companies should increase their distribution channel.

The companies should continue to work on the Strategy of T.Q.M (Total Quality

Management)

Consumers do not get satisfied with the promotional policies of the companies.

New techniques of promotion are required to create awareness about the entire range

of company’s products.

Chapter 3

METHODOLOGY

Research methodology is a way to systematically solve the research problem. It

deals with the various steps that are generally adopted by a researcher in

studying the research problem along with the logic behind them.

3.1 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis

data in a manner that aims to combine r elevance to the research purpose with

economy in procedure.

The type of research design selected for this study is Descriptive in nature. A

descriptive research uses a set of scientific methods and procedure to collect

raw data structures that describe the existing characteristics of a defined

target population of a market structure. The data and information generated

through this descriptive design can provide the decision makers with evidence

that can leave to course of action.

3.2 NATURE AND SCOPE OF THE STUDY

The study was conducted to understand the brand preference of mobile handset

within a population. It was basically a primary collection of data with the help

of a questionnaire. It is a simple and easily categorized way to gather

information directly from customers. For optimal success, the questionnaire

was distributed to a stratified random sampling of your target audience, as

opposed to a general audience .

For the analysis of the data a chi -square test was conducted. A chi-

square test (also chi squared test or χ 2 test) is any statistical hypothesis test in

which the sampling distribution of the test statistic is a chi-square

distribution when the null hypothesis is true, or any in which this

is asymptotically true, meaning that the sampling distribution (if the null

hypothesis is true) can be made to approximate a chi -square distribution as

closely as desired by making the sample size large enough.

3.3 AREA OF THE STUDY

The area selected under study was Dehra dun city and neighboring areas like

Bidholi, Ballapur Chowk, Clock Tower, ISBT etc

3.4 SOURCES OF DATA

The sources of data are primary in nature. For the purpose of collection of data,

a questionnaire is prepared.

Data collection is the process of obtaining information from the respondents. It

can be obtained from primary or secondary sources. Primary data are the data

obtained firth stand by the researcher. Here the data is collected thro ugh

primary sources.

The method used for collecting data is through a structured questionnaire that

is personally administered. The researchers have personally met the

population. By personally administering the questionnaire the researcher could

collect all responses within a short period of time and the doubts of the

respondents are clarified on the spot.

3.5 SAMPLING PROCEDURE AND SIZE

Sample size refers to the numbe r of items to be selected from the respondents

to constitute a sample. This acts as a representative to the whole respondents

where the results and suggestions are derived from analyzing representative

samples.

On the basis of reliability and accessibility , sample size was arrived at 120 for

the study. The sampling unit was concentrated on customers who are

consuming edible oil .

3.6 STATISTICAL TOOL USED

The following statistical tools are used in the study for the analysis and

interpretation of data.

Pie chart

Bar chart

3.7 CHI – SQUARE TEST

Pearson's chi-square (χ2 , pronounced kī-square) test is the best-known of

several chi-square tests – statistical procedures whose results are evaluated by

reference to the chi-square distribution. Its properties were first investigated

by Karl Pearson in 1900. In contexts where it is important to make a distinction

between the test statistic and its distribution, names similar to Pearson Χ-

squared test or statistic are used.

It tests a null hypothesis stating that the frequency distribution of certain

events observed in a sample is consistent with a particular theoretical

distribution. The events considered must be m utually exclusive and have total

probability 1. A common case for this is where the events each cover an

outcome of a categorical variable . A simple example is the hypothesis that an

ordinary six-sided die is "fair", i .e. , al l six outcomes are equally like ly to occur.

Pearson's chi -square is used to assess two types of comparison: tests of

goodness of fit and tests of independence.

A test of goodness of fit establishes whether or not an observed

frequency distribution differs from a theoretical distribution.

A test of independence assesses whether paired observations on two

variables, expressed in a contingency table , are independent of each other

– for example, whether people from different regions differ in the

frequency with which they report that they support a political candidate.

The first step in the chi -square test is to calculate the chi -square statistic . In

order to avoid ambiguity, the value of the test -statistic is denoted by Χ 2 rather

than χ 2 (i .e. uppercase chi instead of lowercase); this also serves as a reminder

that the distribution of the test statistic is not exactly that of a chi -square

random variable. However some authors do use the χ 2 notation for the test

statistic. An exact test which does not rely on using the approximate χ 2

distribution is Fisher's exact test : this is significantly more accurate in

evaluating the significance level of the test, especi ally with small numbers of

observation.

The chi-square statistic is calculated by finding the difference between each

observed and theoretical frequency for each possible outcome, squaring them,

dividing each by the theoretical frequency, and taking the su m of the results. A

second important part of determining the test statistic is to define the degrees

of freedom of the test: this is essenti ally the number of observed frequencies

adjusted for the effect of using some of those observations to define the

"theoretical frequencies".

The value of the test-statistic is

Where

Χ2 = Pearson's cumulative test statistic , which asymptotically approache s

a χ2 distribution.

O i = an observed frequency;

E i = an expected (theoretical) frequency, asserted by the null hypothesis;

n = the number of cells in the table.

Based on the chi – square concept, researcher has done the following

testing

Testing for the independency between brands and brand factors

Testing for the independency between income level and

expenditure on oil

Testing for the independency between brand and sources from

where customers know about the brand

Testing for the independency between education level and brand

preference

3.8 LIMITATIONS OF THE STUDY

The research may be biased on the part of researcher and customers.

Time at the disposal research was limited.

Sample size is restricted to 113

CHAPTER 4

ANALYSIS AND INTERPRETATION

The term analysis refers the examination and evaluation of the relevant

information to select the best course of action from among various alternatives .

It also means an investigation of the component parts of a whole and their

relations in making up the whole. In the process of analysis, relationships or

differences supporting or conflicting with original with what validity data can

be said to indicate any conclusions. Analysis of data in general way involves a

number of closely related operations which are performed with the purpose of

summarizing the collected data and organizing there in such a manner that they

answer the research questions.

The objectives of the study on the basic of which analysis and

interpretation are done are as follows:

To know the economic profiles of the people preferring respective

mobile brands

To know the choice of brand of mobile handset with respect to the

income groups.

To know relationship between the various modes of advertizing and

brands chosen.

To know the relationship between the age group and mobile brands.

To know factors influencing the buying decision such as design,

Battery li fe, Dual SIM, Internet connectivity a nd after sales service.

To measure the consumer satisfaction towar ds the brand presently

owned.

Factors affecting consumer preferences.

Purchasing patterns and frequency.

Spending patterns and Income group and its affect on brand

preference.

4.1 PROFILE OF THE RESPONDENTS

TABLE – I

AGE GROUP OF CONSUMERS

Age Group No of People Percentage

20-30 Years 78 69%

30-40 Years 25 22%

40-50 Years 6 5%

Above 50 Years

4 4%

113 100%

The above table shows that the age group of the buyers, 69% of them was

between 20-30 years, 22% of them were between 30 – 40 years, 5% of them

were between age group of 40 – 50 and 4 % was more than 50 years. The

majority of the respondents are belonged to the age group between 20-30

years.

78

25

6

4

20-30

30-40

40-50

Above 50

Age Group

Series1

TABLE – II

GENDER OF CONSUMERS

Gender No of Respondents Percentage

Male 59 52%

Female 54 48%

From the above table referred to gender of the buyers, 52% of them were,

male and 48% were female. The majority of the respondents are male (52%).

Male52%

Female48%

Gender

TABLE – III

AWARENESS LEVEL OF PEOPLE ABOUT THE BRANDS

Awareness through No of

Respondents

Percentage

Newspaper & Magazines 18 16

Friends & Colleagues 52 46

Tele media 37 33

Others 6 5

The above table shows the awareness level of the consumer regarding the

brands, 16% of them came to knew about their brand through Newspapers and

Magazines, 46% of them heard it from their f riends & Colleagues, 33% of them

saw it on tele media and 5% were into other’s category which included, window

shopping, hoardings etc.

Newspaper & Magazines

Friends & Colleagues

Telemedia Others

18

52

37

6

MARKET AWARENESS

TABLE –IV

OCCUPATION OF THE CONSUMERS

Options No of Buyers Percentage

Government 20 18

Private 55 49

Self Employed 21 19

Others 17 15

The above table showed the occupation, of the buyers, 18 % of them were

government employees, 49% of them were in private sector, 19% of them were

self employed and 15% were into other’s category which involves professional

and house wives. The majority of the respondents are private employees (49%).

Govt

Pvt

Self

Others

20

55

21

17

Employment Status

TABLE –V

INCOME WISE CLASSIFICATION OF BUYERS

Options in (Rs) No of Buyers Percentage

Less than 20,000 43 38

20,000-40,000 40 35

40,000-60,000 19 17

Above 60,000 11 10

The table shows that the income of the buyers, 15% of the buyer’s falls in

between the income of less than 10,000 and same was the percentage for

income 10000 – 15000 that is 15%. 70% of buyers were in category of more

than 15000. The majority of the respondents fall in between More than 15000.

<20,000

20000-40000

40000-60000

>60000

INCOME LEVEL

TABLE – VI

CHOICE OF BRAND OF MOBILE HANDSET

Popular Brands No. of

respondents

Percentage

Nokia 54 48%

Samsung 29 26%

LG 14 12%

Sony Ericson 9 8%

Micromax 3 3%

Others 4 4%

This table shows the buyers preferences for the different brands of mobile

Handset. Maximum buyers go for Nokia (48%). Samsung (26%) follows it

with little difference. LG (12%), Sony Ericson (8%) and Micromax (3%). Only

4% go for the other brands other than the specified brands. So any brand

does not have maximum share, it is mix kind of market.

Nokia

Samsung

LG

Sony

Micromax

Others

54

29

14

9

3

4

MOBILE BRAND PREFERENCE

TABLE – VII

SATISFACTION LEVEL OF CUSTOEMRS WITH THEIR PRESENT MOBILE

HANDSET

Satisfaction Level No. of Buyers Percent

Highly Satisfied 24 21%

Satisfied 81 72%

Not Satisfied 8 7%

This table shows the level of satisfaction with the current mobile handset

they are using at that point of time. Majority of the customers are

satisfied with their current mobiles (72%). There is also highly satisfied

customer with 21%. Among the entire re spondent 7 % are not satisfied

with their current handset model and they plan to change their mobiles.

Highly Satisfied21%

Satisfied72%

Not Satisfied7%

Satisfaction Level

TABLE – VIII

FACTORS INFLUENCING CONSUMER PREFERENCES

Most Important

Important Neutral Less Important

Not Important

Design / Style 51 37 17 3 5

Music Player 32 54 8 11 8

Camera 44 51 5 6 7

Dual SIM 17 34 19 17 26

Battery Life 72 28 7 3 3

Internet Connectivity 40 32 17 11 13

3G 32 39 11 13 18

After sale Service 34 56 11 5 7

Price 49 39 9 7 9

This table shows the factor which influences consumer preference in choosing

their mobile handset is Battery Life with 19%. The next important constrain in

Design and style of the handset (14%). It is followed by price, camera and

internet connectivity wit h 13%, 12% and 11% respectively. After sale service,

3G and Music player are considered with 9% and people are least concerned in

Dual SIM facility (4%).

Design / Style14%

Music Player9%

Camera12%

Dual SIM4%

BL19%Internet

Connectivity11%

3G9%

Aftersale Service

9%

Price13%

INFLUENCING FACTORS

TABLE – IX

FREQUENCY OF HANDSET CHANGE PER PERIOD

Period NO. OF BUYERS PERCENT

Less than 1 Year 26 23

1-2 Year 40 35

2-3 Year 21 19

More than 3 year 26 23

This table shows the frequency of Handset change per period. 35% of the

respondent changes their handset between 1 -2 years. 23% of the people

changes their mobile less than an year and same percentage change their

mobile only after 3 years of time.

< 1 Year23%

1 -2 year35%

2 - 3 Year19%

> 3 year23%

Frequncy of Handset Change

TABLE – X

PRICE RANGE WITHIN WHICH THE CUSTOMER BUY THEIR MOBILE HANDSET

Price Range NO. OF BUYERS PERCENT

Less than 5000 17 15%

5000-1000 48 42%

10000-15000 33 29%

More than 15000 15 13%

This table shows that 42% of respondent choose their mobile handset within a

price range of Rs. 5000 – 10,000. People also go for mobiles that are in a range

of Rs.10,000- 15000. 15% of people chose mobiles that are less than Rs. 5000.

The least opted is the mobiles coming above the range of 15,000.

4.2 CHI SQUARE TEST RESULTS

4.2.1 Determination of Relationship between Brand Preference and Gender

H0 : There is no significant relationship between Gender and Brand Preference

H1: There is a significant relationship between Gender and Brand Preference

Brand and Gender Relationship

Oij Eij Oji-Eij (Oij-Eij)2 (Oij-Eij)2/Eij

32 28.19 3.81 14.52 0.51

20 15.1 4.9 24.01 1.59

2 7.3 -5.3 28.09 3.85

3 4.6 -1.6 2.56 0.56

1 1.5 -0.5 0.25 0.17

1 2.08 -1.08 1.17 0.56

22 25.8 -3.8 14.44 0.56

9 13.8 -4.8 23.04 1.67

12 6.69 5.31 28.20 4.21

6 4.3 1.7 2.89 0.67

2 1.43 0.57 0.32 0.23

3 1.91 1.09 1.19 0.62

X2 = Σ (O-E)2 / E = 15.20

Number of degree of freedom: NDF = (row-1) (column –1)= (6-1) (2-1) = 5 Table value of x2 at 1% level of significant = 7.78

Conclusion: There is significant relationship between the gender and brand preference of the

consumer.

4.2.2 Chi Square analysis for the d etermination of Brand preference and

Employment Status

Brand and Employment

Oij Eij Oji-Eij

(Oij-Eij)2 (Oij-Eij)2/Eij

4 5.13 -1.13 1.28 0.25

17 14.11 2.89 8.35 0.59

5 5.38 -0.38 0.14 0.03

3 4.36 -1.36 1.85 0.42

10 9.55 0.45 0.20 0.02

23 26.28 -3.28 10.76 0.41

10 10.03 -0.03 0.00 0.00

11 8.12 2.88 8.29 1.02

3 2.47 0.53 0.28 0.11

9 6.81 2.19 4.80 0.70

2 2.6 -0.6 0.36 0.14

0 2.1 -2.1 4.41 2.10

1 1.59 -0.59 0.35 0.22

1 4.38 -3.38 11.42 2.61

4 1.67 2.33 5.43 3.25

3 1.35 1.65 2.72 2.02

1 0.53 0.47 0.22 0.42

2 1.46 0.54 0.29 0.20

0 0.55 -0.55 0.30 0.55

0 0.45 -0.45 0.20 0.45

1 0.7 0.3 0.09 0.13

3 1.94 1.06 1.12 0.58

0 0.74 -0.74 0.55 0.74

0 0.6 -0.6 0.36 0.60

X2 = Σ (O-E)2 / E = 17.56

Number of degree of freedom: ndf = (row-1) (column –1) = (6-1) (2-1) = 5

Table value of x2 at 1% level of significant = 7.78

Conclusion: There is a significance difference between brand preference and

employment.

4.2.3 Chi Square analysis for the determination of Income group and price

range of mobiles

H0: There is a significant relationship between the Income level of the

people and the price range of their mobile phone

H1: There is no significant relationship between the Income level of the

people and the price range of their mobile phone

Income level and Price Range

Oij Eij Oji-Eij (Oij-Eij)2 (Oij-Eij)2/Eij

6 6.46 -0.46 0.21 0.03

14 18.26 -4.26 18.15 0.99

14 12.55 1.45 2.10 0.17

9 5.7 3.3 10.89 1.91

5 6.01 -1.01 1.02 0.17

20 16.99 3.01 9.06 0.53

9 11.68 -2.68 7.18 0.61

6 5.3 0.7 0.49 0.09

3 2.85 0.15 0.02 0.01

6 8.07 -2.07 4.28 0.53

10 5.54 4.46 19.89 3.59

0 2.52 -2.52 6.35 2.52

3 1.65 1.35 1.82 1.10

8 4.67 3.33 11.09 2.37

0 3.21 -3.21 10.30 3.21

0 1.46 -1.46 2.13 1.46

X2 = Σ (O-E) 2 / E = 19.31

Number of degree of freedom: ndf = (row-1) (column –1) = (4-1) (4-1) = 9

Table value of x2 at 1% level of significant = 7.78

Conclusion: There is significant relationship between income level and the

price range a person chooses for a mobile.

CHAPTER – 5

FINDINGS AND CONCLUSION

5.1 FINDINGS

Mobile phones have become an important part in our daily lives. People often think very

carefully about choosing their mobile handset. Brand preference of a mobile handset may

depend upon various criterions and choosing the best brand from the multiple available

brands in the market is the most difficult decision.

So through this report we are trying to find out how people take various

decisions regarding the preference of brands and what factors directly affect

their purchase decision.

The basic findings were

Nokia was the most preferred brand among the respondents.

Most of the people went for the handset within a price range of Rs. 5000 -

Rs 10000

Opinions from friends and colleagues were the main factor influencing

the brand preference behavior.

Customers under study responded that Battery life of the handset was

most influencing factor in their purchasing decision.

In order to find out the dependency between the various variables and

how some variable create an impact on the buyers m ind to purchase

decisions we conducted Chi Square tests. This test helped us to evaluate

the variables dependency.

Here are the findings.

Brand is dependent on Gender

Brand is depended on employment status

There is a relation between

Brand is dependent of the sources from where consumers know

about the brand

BIBLIOGRPAHY

1. Gary Armstrong, Michael Harker, Philip Kotler & Ross Brennan (2009), Marketing: An

Introduction, 9th Edition, Financial Times Prentice Hall, pages 80-90

2. Michael Becker & John Arnold (2010), Mobile Marketing for Dummies, 2 n d

Edition, For Dummies, Pages 31-57

3. Donald R. Cooper and Pamela S. Schindler (2009), Business Research

Methods, 9 t h edition, Tata McGraw Hill Education Pvt. Ltd. , New Delhi.

Pages 532 – 552

4. Key Pousttchi & Dietmar G. Wiedemann (2009), Handbook of Research on Mobile

Marketing Management, 4th Edition, IGI Global snippet, pages 40-66

WEBSITES

http://www.skylinecollege.com/blog/dissertation/brand -

preference-of-mobile-phones-among-gurgaon-s-college-students

http://www.answers.com/topic/brand -preference#ixzz1MiXEjQ4M

http://books.google.co .in/books?id=gvHy2GAtAL0C&dq=mobile%20

preference&source=gbs_similarbooks

http://www.slideshare.net/hemanthc rpatna/project-report-on-

brand-preference-of-mobile-phones-with-special-reference-to-

motorola-phones

http://www.mbanetbook.co.in/2010/05/project -on-brand-

preference-of-mobile.html

www.wikipedia.org/

www.lg.com/in/index.jsp

www.nokia.co.in

www.micromaxinfo.com/

ANNEXURE

Questionnaire

UNIVERSITY OF PETROLREUM AND ENERGY STUDIES

DEHRADUN

_____________________________________________________________________________________________________________

BRANDS PREFERENCE OF MOBILE HANDSET AMONG WORKING EXECUTIVES IN DEHRADUN _____________________________________________________________________________________________________________

We the students of UPES are doing a Research Project on BRANDS PREFERENCE OF

MOBILE HANDSET FOR WORKING EXECUTIVES IN DEHRADUN AND THE PROBABILITY THAT

A PERSON CHOOSEN AT RANDOM WILL PURCHASE A POPULAR BRAND and the information

will be kept confidential and used strictly for academic purpose.

1. Name: __________________________________

2. Mobile No: _____________________________

3. Gender: Male Female

4. Age group:

20-30 years 30-40 years

40-50 years Above 50 years

5. What is your occupation?

Govt. Employee Private Employee

Self Employed Others: Specify: ___________________

6. What is current income level per month?

Less than 20,000 20,000 – 40,000

40,000 – 60,000 Above 60,000

7. Which mobile Handset are you using now?

Nokia Samsung

Sony Ericson LG

Micromax If others: Specify __________________

8. Which is your Mobile Handset Model?

__________________________________

9. From where have you heard about the above mobile Handset?

News paper/Magazines Friends / Colleagues

Tele media others: Specify: ___________________

10. What features would you like to have in your mobile handset? Tick appropriate

Sl. No

Feature Most

important Important Neutral

Less Important

Not important

1 Design / Style 2 Music Player 3 Camera 4 Dual SIM facility 5 Battery Life 6 Internet connectivity 7 3G 8 After Sales service 9 Price Range

11. What is preferred price range to purchase a mobile Handset?

Less than 5,000 between 5,000 – 10,000

Between 10,000 – 20,000 Above 20,000

12. What is the satisfaction level with your current mobile Handset?

Highly Satisfied Satisfied Not Satisfied

13. How often do you change your mobile Handset?

Less than 1 year 1 – 2 Year

2 -3 Year Above 3 years

14. Given a chance to purchase a mobile now, which brand would you prefer to buy?

___________________________________________________________________________________________________