A STUDY ON CUSTOMER SATISFACTION OF ONEPLUS MOBILES WITH

SPECIAL REFERENCE TO CHENNAI CITY

Project Report

Submitted in partial fulfillment for the award of the Degree of

Bachelor of Commerce
By

S SAKTHI GANAPATHI

(RA1831201040129)

Under the Guidance of

Dr. C. VIJAY VISHNU KUMAR
Assistant Professor

DEPARTMENT OF COMMERCE
COLLEGE OF SCIENCE AND HUMANITIES
SRM INSTITUTE OF SCIENCE AND TECHNOLOGY
VADAPALANI CAMPUS, CHENNAI

APRIL – 2021
1
 CERTIFICATE

This is to certify that the project work titled “A study on Customer satisfaction of

OnePlus mobiles with special reference to Chennai city” is a bonafide work of S SAKTHI

GANAPATHI (RA1831201040129) carried out in partial fulfilment for the award of the

degree of Bachelor of Commerce, College of Science and Humanities, SRM Institute of

Science and Technology, Vadapalani campus under my guidance. This Project work is

original and not submitted earlier for the award of any degree of any other institutions.

Place:

Date:

SIGNATURE OF THE GUIDE HEAD OF THE DEPARTMENT

INTERNAL EXAMINER EXTERNAL EXAMINER

1
 DECLARATION

I hereby declare that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION OF ONEPLUS MOBILES WITH SPECIAL REFERENCE TO CHENNAI

CITY” submitted by me to College of Science and Humanities, SRM Institute of Science and

Technology, Vadapalani Campus in partial fulfillment of the requirement for the award of the degree

of Bachelor of Commerce in the Department of Commerce is a record of bonafide project work

carried out by me under the guidance of Dr. C. VIJAY VISHNU KUMAR. I further declare that the

work reported in this project has not been previously submitted for the award of any other degree in

this institute or any other institutes.

Place:

Date: Signature of the Student

2
 ACKNOWLEDGEMENT
First and foremost, I thank the almighty God for bestowing me with good health and

confidence to complete the project on time.

I would like to express my hearty gratitude to the Director (Academics) Dr. K. Subburam,

and Dean Dr. K.R. Ananthapadmanaban for their wholehearted support and

encouragement.

I am very much obliged and indebted to the HoD Dr. V. Venkatragavan for his valuable

suggestions and encouragement to complete this project report successfully.

I am ineffably indebted to Dr. C. Vijay Vishnu Kumar for his continuous guidance and

encouragement to accomplish this project report successfully.

I am also thankful to all the faculty members of the Department of Commerce for their

support and suggestions.

I also obliged to our respondents, whose co-operation has contributed major part in my

project. Last but not the least, I am grateful to thank my parents, friends and other persons

who have directly and indirectly helped me during the preparation of this report.

Name of the Student

3
 LIST OF TABLES

Table
No. Page
TITLE No.

4.21 SCALE OF RECOMMENDATION 52

4
4.1
AGE OF RESPONDENTS 32
4.2
GENDER OF THE RESPONDENTS 33
4.3
EDUCATIONAL QUALIFICATION 34
4.4
OCCUPATION 35
4.5
INCOME 36
4.6
ONEPLUS USERS 37
4.7
PREVIOUS MOBILE BRAND 38
4.8
DURATION OF USAGE 39
4.9
INTRODUCTION TO ONEPLUS 40
4.1 0
REASON FOR USING ONEPLUS 41
4.11
MOST LIKED FEATURE 42
4.12
MODELS AVAILABILITY 43
4.13
COST COMPARISON 44
4.14
COST FROM BUDGET 45

4.15 SATISFACTION ON IDEAL REQUIREMENTS 46

4.16 PURCHASE OF ONEPLUS 47

4.17 SATISFACTION ON CUSTOMER QUERIES 48

4.18 SATISFACTION ON QUALITY 49

4.19 PREFERENCE OF ONEPLUS 50

51
4.20 RECOMMENDATION OF ONEPLUS

5
LIST OF FIGURES

6
Table
No. Page
TITLE No.
4.1
AGE 32
4.2
GENDER 33
4.3
EDUCATIONAL QUALIFICATION 34
4.4
OCCUPATION 35
4.5
INCOME 36
4.6
ONEPLUS USERS 37
4.7
PREVIOUS MOBILE BRAND 38
4.8
DURATION OF USAGE 39
4.9
INTRODUCTION TO ONEPLUS 40
4.1 0
REASON FOR USING ONEPLUS 41
4.11
MOST LIKED FEATURE 42
4.12
MODELS AVAILABILITY 43
4.13
COST COMPARISON 44
4.14
COST FROM BUDGET 45

4.15 SATISFACTION ON IDEAL REQUIREMENTS 46

4.16 PURCHASE OF ONEPLUS 47

4.17 SATISFACTION ON CUSTOMER QUERIES 48

4.18 SATISFACTION ON QUALITY 49

4.19 PREFERENCE OF ONEPLUS 50

4.20 RECOMMENDATION OF ONEPLUS 51

7
CHAPTER
NO. PAGE
LIST OF CONTENTS NO.

8
 CERTIFICATE 1

DECLARATION 2

ACKNOWLEDGEMENT 3

LIST OF TABLES 4

LIST OF FIGURE 5

I
INTRODUCTION 7
II
PROFILE AND METHODOLOGY 15
III
CONCEPTUAL FRAMEWORK 23
IV
ANALYSIS &INTERPRETATIONS 31

V FINDINGS , SUGGESSTION & CONCLUSION 53

BIBILOGRAPHY 57

ANNEXURE 59

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 CHAPTER-1
INTRODUCTION

Marketing:

Marketing is the process of teaching consumers why they should choose your product or
service over those of your competitors, and is a form of persuasive communication. It is made
up of every process involved in moving a product or service from your business to the
consumer. Marketing includes creating the product or service concept, identifying who is
likely to purchase it, promoting it, and moving it through the appropriate selling channels.
There are three primary purposes of marketing:

 Capturing the attention of your target market

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  Persuading a consumer to purchase your product
 Providing the customer with a specific, low-risk action that is easy to take

If the objective of your business is to sell more products or services, then marketing is what
helps you achieve that goal. Anything that you use to communicate with your customers in a
way that persuades them to buy your products or services is marketing, including advertising,
social media, coupons, sales, and even how products are displayed. Marketing, including
advertising, social media, coupons, sales, and even how products are displayed.

Four Stages of Marketing:

Companies must go through multiple stages of marketing to ensure their products or

services are ready for selling.

 Ideation: Marketing starts when you develop an idea for a product or service. Before
launching a product or services, you must decide what you are selling, how many
options are available, and how it will be packaged and presented to consumers.
 Research and testing: Before you can take your idea public, you should perform
marketing research and testing. Marketing departments usually test new product
concepts with focus groups and surveys to gauge consumer interest, refine product
ideas, and determine what price to set. Researching your competitors can help you set
an optimal price and generate ideas for positioning your brand in an existing market.
 Advertising: The information you gather in your research will help you define your
marketing strategy and create an advertising campaign. Campaigns can include
different forms of media, events, direct advertising, paid partnerships, public
relations, and more. Before beginning an advertising campaign, set concrete
benchmarks that you can use to measure how effective that advertising campaign is.
 Selling: Determine where and how you plan to sell to customers. Consumer product
companies, for example, sell to wholesalers who then sell to retailers. In the industrial
market, the buying process is longer and involves more decision-makers. You may
sell locally, nationally, or even internationally, and some companies only sell their
products or services online. Your distribution and sales channels impact who buys
your products, when they buy them, and how they buy them

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The Four Ps Model of Marketing:

The four stages of marketing can also be mapped onto another popular marketing model
known as the Four Ps of marketing. The four Ps in this model are product, price, promotion,
and place.

Product/Service
 What does the customer want from the product /service? What needs does it satisfy?
 What features does it have to meet these needs?
o Are there any features you've missed out?
o Are you including costly features that the customer won't actually use?
 How and where will the customer use it?
 What does it look like? How will customers experience it?
 What size(s), color(s), and so on, should it be?
 What is it to be called?
 How is it branded?
 How is it differentiated versus your competitors?
 What is the most it can cost to provide and still be sold sufficiently profitably? (See
also Price, below.)

Place
 Where do buyers look for your product or service?
 If they look in a store, what kind? A specialist boutique or in a supermarket, or both?
Or online? Or direct, via a catalog?
 How can you access the right distribution channels?
 Do you need to use a sales force? Or attend trade fairs? Or make online submissions?
Or send samples to catalog companies?
 What do your competitors do, and how can you learn from that and/or differentiate?

Price
 What is the value of the product or service to the buyer?
 Are there established price points for products or services in this area?

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  Is the customer price sensitive? Will a small decrease in price gain you extra market
share? Or will a small increase be indiscernible, and so gain you extra profit margin?
 What discounts should be offered to trade customers, or to other specific segments of
your market?
 How will your price compare with your competitors?

Promotion
 Where and when can you get your marketing messages across to your target market?
 Will you reach your audience by advertising online, in the press, on TV, on radio, or
on billboards? By using direct marketing mailshots? Through PR? On the internet?
 When is the best time to promote? Is there seasonality in the market? Are there any
wider environmental issues that suggest or dictate the timing of your market launch or
subsequent promotions?
 How do your competitors do their promotions? And how does that influence your
choice of promotional activity?

Note
As the four Ps all need to be considered in relation to one another, it doesn't really matter in
what order you define them. This is why you may find them quoted in a different order from
the one used above. In particular, they're often referred to in the order "place, price, product,
promotion."

The 4Ps of marketing is just one of many lists that have been developed over the years. And,
whilst the questions we have listed above are key, they are just a subset of the detailed
probing that may be required to optimize your marketing mix.

Amongst the other models that have been developed over the years is Boom and Bitner's 7Ps,
sometimes called the extended marketing mix, which include the first 4Ps, plus people,
processes and physical layout decisions.

Who is a 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. All businesses compete with other companies to attract customers, either by
aggressively advertising their products, by lowering prices to expand their customer bases or

13
developing unique products. Businesses often honour 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.

Some key takeaways are:

 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.

Customer categories:

There are many different types of customers:

B2C:

B2C stands for Business-to-Customer. For example, when I buy a coffee at a stall at the train
station, it is a B2C event.

B2B:

The term stands for Business-to-Business. For example, when the coffee stand owner buys
coffee from a supplier; both of them are businesses.

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C2B:

C2B stands for Customer-to-Business. For example, when I sell my gold ring to a
pawnbroker or jewellery store.

C2C:

C2C stands for Customer-to-Customer. For example, when I want to sell my car privately to
another person. eBay is a huge C2C and B2C marketplace.

CUSTOMER SATISFACTION:

Customer satisfaction (often abbreviated as CSAT) is a term frequently used in marketing.

It is a measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the number of customers,
or percentage of total customers, whose reported experience with a firm, its products, or its
services (ratings) exceeds specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes,
and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing
Common Language in Marketing Project. In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction metric very useful in
managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a balanced
scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

SCOPE OF THE THE STUDY:

 The research gains insights into customer expectations

 Measures the experience of customers
 Helps in understanding the factors that influence the customers

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NEED OF THE STUDY:

The need for studying about customer satisfaction arises because of that in today’s dynamic
environment customers are the king and it’s the customers who determine the success and
failure of any business organizations or even a start-up. Customer satisfaction leads to
customer loyalty and consistent repurchase which is essential for sustainability of any
organization. This in turn enables the company to enhance its stringent has created among the
customers is an interesting factor that adds up to the need of this study.

OBJECTIVES OF THE STUDY:

Primary Objective: -

 To study the customer satisfaction on OnePlus with special reference to Chennai city

Secondary Objective-

 To identify the factors influencing the customers over their choice towards OnePlus
 To analyze the competitors in the market in the same field.

LIMITATIONS OF THE STUDY:

 The project is specified only to One plus mobile user and does not consider the
opinions or the suggestions of users of other mobile phone apart from one plus
therefore might lack accurate information in certain aspects.

16
 The study is confined to the grater Chennai region and therefore it constrains only to
Chennai city and no other locations.

 This study is limited to 100 respondents, and more responses would have made the
study more extensive as possible.

 The research is based on the written questionnaires obtained from a sample of

consumers in Chennai. The limitation would obviously imply that the study could
only provide some pointers to the research questions at hand relevant to customers in
Chennai.
 The period of the study is confined only to 2021.

17
 CHAPTER- II
PROFILE &
METHODOLOGY

INDUSTRY PROFILE:

The cell phone industry is the fastest growing sector in the larger communications industry
today. Right now, the Internet is one of the industries attracting use by the largest numbers of
people globally. The cell phone industry is primarily engaged in the manufacturing of mobile
phones, including mobile phone handsets. As of now, the cell phone industry is totally
concentrated on moving forward technologically. It is one of the fastest moving industries in
the world, growing alongside up-and-coming technologies and innovations, building upon the
progress of "smartphones" and other phone feature and segments made in recent years.

Cell phones have become a part of many individuals' lives, without which they would feel
lost. Technologically, it has been said that cell phones have been among the greatest gifts to

18
mankind. Phones in different forms have been available since the 19 th Century. However, as
the researchers went on searching for different kinds of phones throughout the next century,
in 1956 the Ericsson Company released a fully automatic, cellular, phone system, called the
"MTA", in Sweden. This gadget was quite bulky, so users were not that happy to have to take
it a long, as this mobile phone weighed nearly 40 kilograms (88 pounds)! Later, an improved
version of this concept came to fruition in 1965, and it was known as the "MTB". In 1966, a
mobile phone called "RATZ - 10" was introduced. On further developments in the field of
cellular phones, in 1971 the earliest commercial cellular phone was introduced in Finland,
known as the "Zero Generation" mobile network. Later, in the year 1973, Motorola was
introduced, which possessed a 5” width and 9” length, and weight of a manageable 2.9lbs.
Slowly, with the passing of time, the mobile phones improved by leaps and bounds and, with
the introduction of Global Systems for mobile communication, radio spectrums were able to
be used effectively in cellular phone systems.

It has only been since 1994 that the cell phone began to become much more popular. In fact,
these products increased in usage from 24 million since that time to 182 million users in the
US today. Larger-screen smartphones have been made available in recent years in the US
through such companies as Samsung and HTC. In 2015, Apple offered smartphones with 4.7-
and 5.5-inch screens, known as ‘phablet’. The entry of the iPhone 6 and the iPhone 6+ into
the market has increased momentum to their favor in this direction, and these products now
make up a staggering 84% of the US smartphone market. Despite cultural perceptions that
associate cell phones with the Western world, they can in fact be found today in almost every
corner of the world. In fact, in many developing countries, cell phones are the only access to
the outside world, and are used as a means to conduct ATM-like money transactions, access
the Internet, and place business orders, even in places where modern conveniences such as
running water and electricity are not readily available to the masses.

COMPANY PROFILE:

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 (the phone manufacturer) is a major
investor of OnePlus and that they are "in talks with other investors", although OnePlus has

19
confirmed it uses Oppo's manufacturing line and shares part of the supply chain resources
with Oppo. 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. Everything done has to
improve the actual user experience in day-to-day use." He also showed aspirations of being
the "Mujji of the tech industry", emphasizing its focus on high-quality products with
simplistic, user-friendly designs. Continuing Lau's association with the platform from the
Oppo N1, OnePlus entered into an exclusive licensing agreement with Cyanogen Inc. to base
its products' Android distribution upon a variant of the popular custom ROM CyanogenMod
and use its trademarks outside of China.

The company unveiled its first device, the OnePlus One, on 23 April 2014 which was
intended to capture market from the Google Nexus series. In December 2014, alongside the
release of the OnePlus One in India exclusively through Amazon, OnePlus also announced
plans to establish a presence in the country, with plans to open 25 official walk-in service
centers across India.

In April 2014, OnePlus hired Han Han to help market its products in mainland China.

On 9 March 2014, the company expanded its operations to the European Union.

On 16 December 2014, The Supreme Court of India and Delhi High Court banned the import
and sale of OnePlus One phones following a lawsuit by Micromax alleging it has exclusivity
for shipping phones with Cyanogen OS software in India. On 21 December 2014, the ban
was lifted. The device continues to be shipped with Cyanogen OS; however, a customized
version of Android specially designed by OnePlus and named OxygenOS has been released,
allowing later OnePlus devices to be sold in India.

OnePlus made its products available in Southeast Asia for the first time, partnering with
Lazada Indonesia on 23 January 2015 and was expected to expand during that year
throughout the region. In June 2016, OnePlus decided to pull out of the Indonesian market
due to local regulations for imported 4G smartphones restricting sales of the OnePlus 2.

At the launch event of the OnePlus 6 on 17 May 2018, OnePlus announced it would be
opening five new OnePlus Experience stores in India, as well as 10 new service centers.

20
According to market research firm Counterpoint Research, OnePlus topped the Indian
premium smartphone market last year with a 33 percent share, beating Samsung Electronics
with 26 percent. In the IDC survey, OnePlus ranked third in India's market with more than
$500 in the first quarter of this year after Apple and Samsung Electronics. And it ranked
second after China's Vivo in the 300-500-dollar market.

On October 16, 2020, Carl Pei resigned as director of OnePlus.

In 2021 Oppo and OnePlus combined their hardware research teams via OnePlus.

Advertising and Marketing of OnePlus:

Invitation system
Early phones were only available through a system whereby customers had to sign up for an
invite to purchase the phone at irregular intervals. The system was claimed to be necessary
for the young company to manage huge demand. OnePlus ended the invite system with the
launch of OnePlus 3 on 14 June 2016. Announced via an interactive VR launch event, the
OnePlus 3 initially went on sale within the VR app itself. OnePlus touted the event as the
world's first VR shopping experience. The phone was made available for sale later that day in
China, North America and the European Union on the OnePlus website, and in India on
Amazon India.

"Smash the Past"

On 23 April 2014, OnePlus began its "Smash the Past" campaign. The promotion asked
selected participants to destroy their phones on video in an effort to purchase the OnePlus
One for $1 (US). Due to confusion, several videos were published by unselected users
misinterpreting the promotion and destroying their phones before the promotion start date.
OnePlus later revised the rules of their promotion by allowing consumers to donate their old
phones. There were 140,000 entrants in the contest with 100 winners.

"Ladies First" controversy

On 13 August 2014, OnePlus hosted a contest to give invites, which were hard to come by at
the time, to their female forum members. Users were asked to post a photo of themselves
with the OnePlus logo, images would be shared in the forum and could be "liked" by other
forum members. This received major backlash for objectifying and degrading women,
resulting in the contest being pulled within hours.

21
OnePlus Playback
OnePlus Playback is a series of music videos in collaboration with popular Indian singers,
beginning in 2018.

Brand Ambassador
In May 2019, OnePlus made a deal with ‘Avengers’ actor Robert Downey Jr. to endorse
OnePlus 7 Pro. Before him, it was Indian actor Amitabh Bachchan who used to endorse
OnePlus in India.

PRODUCT PROFILE:

OnePlus One- The company's first product was the highly anticipated OnePlus One. It was
unveiled on 22 April 2014, and was claimed as the "2014 Flagship Killer." The One had
comparable, and in some ways better, specifications to other flagship phones of the year,
while being sold at a significantly lower price at $299 for the 16 GB version or $349 for the
64 GB version.

OnePlus 2 - The OnePlus 2 was the successor to the company's highly successful first phone.
It was unveiled a little over a year after the One, on 27 July 2015. It was highly promoted as
"2016 Flagship killer". There were very high expectations for the second generation of
OnePlus phones, partly because the company managed to create a high amount of hype for
the upcoming phone. One of the marketing channels used was YouTube tech reviewer
MKBHD who was sent a unit, which he covered in detail leading up to the launch.

OnePlus X - The OnePlus X was OnePlus' entrance to the budget phone market, at 5 inches
instead of the One and 2's 5.5 inches. The phone was unveiled on 29 October 2015.

OnePlus 3 - The OnePlus 3 was unveiled on 14 June 2016. The 3 was the company's first
"metal unibody" phone. The phone was well regarded amongst critics, mostly for its low
price and high specifications.

OnePlus 3T - The OnePlus 3T was unveiled on 15 November 2016 as a minor upgrade to the
still relatively new OnePlus 3. Also introduced were a higher-capacity battery, 64 or 128 GB
of storage and 16 MP front-facing camera.

22
OnePlus 5 - The OnePlus 5 was unveiled on 20 June 2017 as the successor to the OnePlus 3,
skipping the number 4. It launched with a Qualcomm Snapdragon 835, a dual-lens camera
setup, up to 8 GB RAM, and up to 128 GB of storage.

OnePlus 6 - OnePlus opened forums for this in April 2018 and launched the device on 17
May 2018 with sales starting on 22 May 2018. The phone notably features a display notch
and water resistance (although not IP Code rated).
OnePlus 6T - The OnePlus 6T was unveiled on 29 October 2018. It launched with a
Qualcomm Snapdragon 845, a dual-lens camera setup, up to 8 GB RAM, and up to 256 GB
of storage. OnePlus set a Guinness World Record title of "the most people unboxing a phone
simultaneously" on the launch of OnePlus 6T. This was the first OnePlus phone to come with
an in-display fingerprint scanner.
OnePlus 7 and OnePlus 7 Pro - The OnePlus 7 and OnePlus 7 Pro were launched on May
14, 2019 in Bangalore, New York, and London simultaneously and went on sale starting May
17.
OnePlus 8 - The OnePlus 8 and OnePlus 8 Pro were unveiled on April 14, 2020, and released
on April 21 in Europe and April 29 in the United States. The 8 Pro is the first OnePlus phone
to have wireless charging (Warp Charge 30W). All 8 Pro models have water resistance,
although for the 8 it is present only on carrier models.

OnePlus Nord - The OnePlus Nord was unveiled on July 21, 2020, and released on August 4
in Europe and India. The Nord is the first midrange smartphone from OnePlus since the
OnePlus X. It supports Warp Charge 30T.

OnePlus 8T - The OnePlus Nord was unveiled on July 21, 2020, and released on August 4 in
Europe and India. The Nord is the first midrange smartphone from OnePlus since the
OnePlus X. It supports Warp Charge 30T.

RESEARCH METHODOLOGY:

 Research Design: Simple Random Sampling - Simple random sampling is defined as

a sampling technique where every item in the population has an even chance and

23
 likelihood of being selected in the sample. Here the selection of items entirely
depends on luck or probability, and therefore this sampling technique is also
sometimes known as a method of chances.
 Sample Size: Number of respondents selected is 100
 Period of Study: January 2021-March 2021
 Data collection: Sources of information were collected through Primary Data and
Secondary data during the course of research.
 Primary Data: Primary data is a type of data that is collected by researchers
directly from main sources through interviews, surveys, experiments, etc.
Primary data are usually collected from the source—where the data originally
originates from and are regarded as the best kind of data in research.
 Secondary Data: Secondary data refers to data that is collected by someone
other than the primary user. Common sources of secondary data for social
science include censuses, information collected by government departments,
organizational records and data that was originally collected for other research
purposes.
 Data Collection Instrumental: Questionnaire- It is a set of printed or written questions
with a choice of answers, devised for the purposes of a survey or statistical study.
 Tools for Analysis: Percentage Analysis- It refers to a special kind of
rates, percentage are used in making comparison between two or more series of data.

REVIEW OF LITERATURE:

 Revathy Rajasekaran, S. Cindhana and C. Anandha Priya (2018) mentioned that

Smartphone usage has proliferated in recent years. Nowadays people seem to become
dependent towards Smartphone due to its convenience, great camera features, easy
applications installations, and more importantly, it can do most of the computer
functions on the go.

 Gaurav Verma, Dr. Binod Sinha (2018) The telecommunication industry is fastest
growing sector in today’s economy. Earlier cell phone industry is primarily engaged
in the manufacturing of mobile phones, including mobile phone handsets.

24
 PARVEEN KUMRAIL, SATINDER KUMAR (2004) A consumer sets a frame of
preferences in his/her mind to choose or purchase a product or service of same or
different brands or producers.

 Seth, Momaya, Gupta, in their article “Managing the Customer Perceived Service
Quality for Cellular Mobile Telephony: An Empirical Investigation released in
“Vikalpa, Volume 33, No.1, January-March 2008 has discussed Service Quality, 64
Cellular Mobile Services, Exploratory Factor Analysis, Confirmatory Factor Analysis
and Competitiveness in the Telecom Sector13. The Study indicates that among the
various services quality dimension, ‘responsiveness’, is the best predictor, followed
by reliability, customer perceived network quality, assurance, convenience, empathy,
and tangibles.

25
 CHAPTER III

CONCEPTUAL FRAMEWORK

Definition of Marketing:

Marketing is defined by the American Marketing Association (AMA) as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large". The AMA reviews this
definition and its definition for "marketing research" every three years. The interests of
"society at large" were added into the definition in 2008. The development of the definition
may be seen by comparing this definition with the AMA's 1935 version: "Marketing is the
performance of business activities that direct the flow of goods, and services from producers
to consumers".

26
The term developed from the original meaning which referred literally to going to market
with goods for sale. From a sales process engineering perspective, marketing is "a set of
processes that are interconnected and interdependent with other functions of a business aimed
at achieving customer interest and satisfaction".

Philip Kotler defined marketing as "Satisfying needs and wants through an exchange
process". and a decade later defines it as "a social and managerial process by which
individuals and groups obtain what they want and need through creating, offering and
exchanging products of value with others".

The Chartered Institute of Marketing defines marketing as "the management process

responsible for identifying, anticipating and satisfying customer requirements profitably. A
similar concept is the value-based marketing which states the role of marketing to contribute
to increasing shareholder value. In this context, marketing can be defined as "the
management process that seeks to maximize returns to shareholders by developing
relationships with valued customers and creating a competitive advantage".

In the past, marketing practice tended to be seen as a creative industry, which included
advertising, distribution and selling. However, because the academic study of marketing
makes extensive use of social sciences, psychology, sociology, mathematics, economics,
anthropology and neuroscience, the profession is now widely recognized as a science,
allowing numerous universities to offer Master-of-Science (MSc) programs.

The process of marketing is that of bringing a product to market, which includes these steps:
broad market research; market targeting and market segmentation; determining distribution,
pricing and promotion strategies; developing a communications strategy; budgeting; and
strategizing regarding long-term market development goals. Many parts of the marketing
process (e.g. product design, art director, brand management, advertising, inbound marketing,
copywriting etc.) involve use of the creative arts.

Customer Satisfaction:

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation.

27
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals." Customers play an important role and are essential in
keeping a product or service relevant so it is in the best interest of the business to ensure
customer satisfaction, and build customer loyalty.

customer satisfaction is a function of perceived performance and expectations. Perceived

performance is the consumer’s belief about the product or service experience. Buyer’s
expectations, on the other hand, are influenced by:

 Performance of the product in the recent past

 Word of mouth, recommendations or testimonials
 Reviews
 What competitors say about the product or service
 What its own marketers promise

According to this definition, the satisfaction goals are established by the customers
themselves before they set out to make a purchase. This is also why they start looking for
more information at this point — reviews, comparisons, alternatives, etc. Your website,
content marketing efforts, and presence on other review sites make a difference at this point.
So do customer stories and testimonials.

Once the customer selects the product or service, they’ll start evaluating the actual experience
against the expected one. This is where a trial period and a well thought out onboarding
process make a difference for high ticket products and especially for low ticket products with
low stickiness.

"Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty." Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers
will make further purchases in the future. Much research has focused on the

28
 relationship between customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become
return customers and might even evangelize for the firm. (A second important metric related
to satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by
making negative comments about it to prospective customers. Willingness to recommend is a
key metric relating to customer satisfaction."

CUSTOMER SATISFACTION RESEARCH

Customer satisfaction research is that area of marketing research, customer intelligence,

and customer analytics which focuses on customers' perceptions with their shopping or
purchase experience.

Companies are interested in understanding what their customers think about their shopping or
purchase experience, because finding new customers is generally more costly and difficult
than servicing existing or repeat customers.

TYPES OF RESEARCH

Descriptive or documentary research

Many customer satisfaction studies are intentionally or unintentionally only descriptive in

nature because they give a snapshot in time of customer attitudes. If the study instrument is
administered to groups of customers periodically, then a descriptive picture of customer
satisfaction through time can be developed ("tracking" or cohort study).

29
Inferential or models-based research

Beyond documentary types of work are studies that attempt to provide an understanding of
why customers have the perceptions they do and what may be done to change those
perceptions. While models-based studies also provide snapshots of customer attitudes, the
results of these studies are more powerful because they present the firm with
recommendations on how to improve customer satisfaction. Frequently, these studies also
provide firms with a prioritization of the various recommended actions. Inferential
studies can also be conducted as tracking studies. When this is done, the firm can gain insight
into how the drivers of customer satisfaction are changing in addition to documenting the
levels and areas of customer satisfaction.

METHODS:

Both quantitative studies and qualitative studies are critical to understanding customer
satisfaction.

Quantitative research studies:

Quantitative studies allow a firm to develop an understanding of the "big picture" of their
customers' experiences based upon a relatively small number of interviews. This sample of
the firm's customers must be carefully designed and drawn if the results of the study are to be
considered representative of the customer population as a whole. In most cases, the results of
quantitative studies are based upon the responses of a relatively large number of interviews.
Depending upon the size of the population and the amount of segmentation desired, "large"
can be as few as 50 responses or range from several hundred to thousands of interviews.
Mail-based, telephone-based, and (more recently) Internet -based surveys and
related customer data collection.

Qualitative research studies:

Qualitative studies are used by firms to provide a more detailed and/or unconstrained
understanding of customer experiences. In most cases, the results of qualitative studies are

30
based upon dozens of interviews. Qualitative studies are not designed to provide insights that
are projectable to the customer population: qualitative studies are used for initial exploration
of experiences and topics or to probe more deeply the reasons behind customer perceptions.
Focus groups (group depth interviews) and "one-on-ones" (individual depth interviews) are
the common examples of qualitative studies.

TYPES OF CUSTOMERS:

Customers play the most significant part in business. In fact the customer is the
actual boss in a deal and is responsible for the actually profit for the
organization. Customer is the one who uses the products and services and
judges the quality of those products and services. Hence it’s important for an
organization to retain customers or make new customers and flourish business.
To manage customers, organizations should follow some sort of approaches like
segmentation or division of customers into groups because each customer has to
be considered valuable and profitable.

Customers can be of following types:

1. Loyal Customers- These types of customers are less in numbers but

promote more sales and profit as compared to other customers as these
are the ones which are completely satisfied. These customers revisit the
organization over times hence it is crucial to interact and keep in touch
with them on a regular basis and invest much time and effort with them.
Loyal customers want individual attention and that demands polite and
respectful responses from supplier.
2. Discount Customers- Discount customers are also frequent visitors but
they are only a part of business when offered with discounts on regular
products and brands or they buy only lowcost products. More is the
discount the more they tend towards buying. These customers are mostly
related to small industries or the industries that focus on low or marginal

31
 investments on products. Focus on these types of customers is also
important as they also promote distinguished part of profit into business.
3. Impulsive Customers- These customers are difficult to convince as they
want to do the business in urge or caprice. They don’t have any specific
item into their product list but urge to buy what they find good and
productive at that point of time. Handling these customers is a challenge
as they are not particularly looking for a product and want the supplier to
display all the useful products they have in their tally in front of them so
that they can buy what they like from that display. If impulsive customers
are treated accordingly then there is high probability that these customers
could be a responsible for high percentage of selling.
4. Need Based Customers- These customers are product specific and only
tend to buy items only to which they are habitual or have a specific need
for them. These are frequent customers but do not become a part of
buying most of the times so it is difficult to satisfy them. These customers
should be handled positively by showing them ways and reasons to
switch to other similar products and brands and initiating them to buy
these. These customers could possibly be lost if not tackled efficiently
with positive interaction.
5. Wandering Customers- These are the least profitable customers as
sometimes they themselves are not sure what to buy. These customers are
normally new in industry and most of the times visit suppliers only for
confirming their needs on products. They investigate features of most
prominent products in the market but do not buy any of those or show
least interest in buying. To grab such customers, they should be properly
informed about the various positive features of the products so that they
develop a sense of interest.

32
CHAPTER-4

33
 DATA ANALYSIS AND
INTERPRETATION

AGE OF THE RESPONDENTS

TABLE 4.1

S.NO PARTICULARS PERCENTAGE

1. BELOW 20 45%
2. 21-30 49%
3. 31-40 4%
4. ABOVE 40 2%

CHART 4.1

34
 AGE

BELOW 20 21-30 31-40 ABOVE 40

INTERPRETATION:

From the above pie chart, we can interpret that majority of the respondents are between the
age of 21 and 30, that is 49% of the respondents seem to be from the said category who own
a one plus mobile phone, followed by respondents who belong to the age category of below
20 years of age, which is succeeded by the respondents between the age of 31 to 40 and
finally concluded by respondents who are above 40 years of age.

GENDER OF THE RESPONDENTS

TABLE 4.2

S.NO PARTICULARS PERCENTAGE

1. MALE 41%
2. FEMALE 59%

CHART 4.2

35
 Diagrammtitel

FEMALE
59%

MALE
41%

0% 10% 20% 30% 40% 50% 60% 70%

GENDER

INTERPRETATION:

The analysis of the particular data has suggested that majority of the consumers are female,
that is 59% of the respondents are females and can therefore be considered extensive users of
one plus mobile phone compared to men.

EDUCATIONAL QUALIFICATION

TABLE 4.3

S.NO PARTICULARS PERCENTAGE

1. SECONDARY 3%
EDUCATION
2. HIGHER SECONDARY 8%
3. UNDER GRADUATE 69%
4. POST GRADUATE 20%

36
 CHART 4.3

Diagrammtitel

69%

20%

8%
3%
SECONDARY EDUCATION HIGHER EDUCATION UG PG

EDUCATIONAL QUALIFICATION

INTERPRETATION:

From the above graph we can interpret that majority of the one plus users are under graduate
students who have either passed undergraduate or currently undergoing the course, that is
69% of the respondents educational qualification is undergraduate which is followed up 20%
of respondents who are post graduates, which is succeeded by respondents who’s educational
qualification is higher secondary education, that is 8% and finally concluded by 3% of
respondents who’s educational qualification is secondary education.

OCCUPATION

TABLE 4.4

S.NO PARTICULARS PERCENTAGE

1. STUDENT 67%
2. SELF EMPLOYED 9%
3. EMPLOYED 21%
4. OTHERS 3%

CHART 4.4
37
 DI A GR A MMTI TEL
OCCUPATION Column1 Column2

3%
OTH ERS

21%
EMP L OYED

9%
S E L F E M P L OY E D

67%
STUD ENT

INTERPRETATION:

From the above bar graph we can effortlessly conclude that majority of the one plus
consumers are students, that is 67% of the respondents are students which is followed by 21%
of the employees who are employed with a job preference of their own, which is succeeded
by 9% of the respondents who are self employed and finally the rest of the 3% of respondents
seem to have chosen others as their occupation.

INCOME

TABLE 4.5

S.NO PARTICULARS PERCENTAGE

1. BELOW 15,000 59%
2. 15,001-30,000 20%
3. 30,001-45,000 8%
4. ABOVE 45,000 13%

CHART 4.5

38
 INCOME
INCOME

59

20
13
8
0
BELOW 15000 15001-30000 30001-45000 ABOVE 45000

INTERPRETATION:

The analysis of the given data and also the above diagram suggests that majority of the one
plus users have a monthly income of below 15000, that is 59% of the respondents seem to
have a income of 15000 per month which is then followed by 20% of respondents who earn
between 15001 to 30000 per month which is succeeded by 8% of the respondents who earn
around 30001 to 45000 per month and finally with 13% respondents who earn above 45000
per month.

ARE YOU A USER OF ONEPLUS MOBILES?

TABLE 4.6

S.NO PARTICULARS PERCENTAGE

1. YES 100%
2. NO 0

CHART 4.6

39
 ONEPLUS USERS

0%

YES
NO

100%

INTERPRETATION:

The above pie chart is the representation of the analysis of the data collected to the question
regarding if the respondents were one plus users, because this is a project specified only for
one plus users it is only fair that the data is collected from those respondents who are one plus
users and therefore, we can conclude that all the respondents are one plus users, that is 100%.

WHICH BRAND OF MOBILE WERE YOU USING PREVIOUSLY?

TABLE 4.7

S.NO PARTICULARS PERCENTAGE

1. SAMSUNG 24%
2. VIVO/OPPO 19%
3. REDMI 25%
4. OTHERS 32%

40
 CHART 4.7

Diagrammtite l

OTHERS 32

REDMI 25

VIVO/OPPO 19

SAMSUNG 24

0 5 10 15 20 25 30 35

PREVIOUSLY USED

INTERPRETATION:
From the above bar diagram we can conclude that, 32% of the respondents have been using
mobile phones from other brands that is not listed in the option, and it may vary from the vast
number of brands that are present in the market, which is immediately followed by 25% of
the respondents who were Redmi users, which is then succeeded by 24% respondents who
were Samsung users and finally concluded by 19% of the respondents who were Vivo/Oppo
users.

HOW LONG HAVE YOU BEEN USING ONEPLUS MOBILES?

TABLE 4.8

S.NO PARTICULARS PERCENTAGE

1. BETWEEN 6 MONTHS 42%
2. 6 MONTHS TO 1 YEAR 33%
3. MORE THAN A YEAR 17%
4. MORE THAN 3 YEARS 8%

41
 CHART 4.8

Diagrammtitel

45
40
35
30
25
20
15
10
5
0
BETWEEN 6 6MONTHS TO 1 MORE THAN A YEAR MORE THAN 3
MONTHS YEAR YEARS

PERIOD OF USAGE

INTERPRETATION:

From the above bar graph we can come to a conclusion that majority of the respondents, that
is 42% of the respondents have been using the said mobile phone for less than 6 months
which is immediate followed by 33% of the respondents who have been using one plus
mobile phones from anywhere between 9 months of 1 year, which is then succeeded by 17%
of the respondents who have been using it for more than 1 year and then concluded by 8% of
the respondents who have been using it for more than 3 years.

HOW DID YOU FIRST GET TO KNOW ABOUT ONEPLUS?

TABLE 4.9

S.NO PARTICULARS PERCENTAGE

1. WORD OF MOUTH 29%
2. PERSONAL 34%
RECOMMENDATION
3. ADVERTISEMENTS 36%

42
 4. OTHERS 1%

CHART 4.9

40

35

30

25

20

15

10

0
W ORD OF MOUTH P ERSONAL A D V E R T I SE M E NT S OTH ERS
R E C O MME N DA T IO N

INTERPRETATION:

From the above graph we can come to an interpretation that majority of the respondents have
come to know about one plus through advertisements, that is 36% which is immediately
followed by 34% of the respondents who have come to know through personal
recommendations, then followed by 29% of the respondents who have come to know through
word of mouth and then finally the rest 1% have come to know through other mediums.

MENTION THE REASON FOR YOUR CHOICE TOWARDS ONEPLUS

TABLE 4.10

S.NO PARTICULARS PERCENTAGE

1. BRAND IMAGE 12%
2. GOOD QUALITY 35%
3. SPECIFICATIONS 41%

43
 4. REVIEWS/RECOMMENDATIONS 12%

CHART 4.10

REASON FOR USING ONEPLUS

REASON FOR USING ONEPLUS

41
35

12 12
0

INTERPRETATION:

From the above graph we can come to a conclusion that majority of the respondents, that is
41% of the respondents have preferred one plus mobile phone because of its specifications,
which is then followed by 35% of the respondents who have preferred it for its good quality,
immediately succeeded by 12% of the respondents who have chosen the mobile phone for
both its brand image and review’s.

WHICH FEATURE OF ONEPLUS DO YOU LIKE THE MOST?

TABLE 4.11

S.NO PARTICULARS PERCENTAGE

1. CAMERA CLARITY 53%
2. BATTERY DURABILITY 28%
3. STORAGE CAPACITY 16%

44
 4. OTHERS 3%

CHART 4.11

MOST LIKED FEATURE

CAMERA CLARITY BATTERY DURABILITY STORAGE CAPACITY OTHERS

INTERPRETATION:

From the above pie chart, we can interpret that the majority of the respondents have chosen
one plus mobile phone for it’s great camera quality/clarity, that is 53% which is followed by
28% of the respondents who have chosen the mobile phone for it’s battery durability, then
followed up by 16% of the respondents who have chosen it for storage capacity and then
finally 3% of the respondents who have chosen it for it’s other aspects.

DO YOU THINK ONEPLUS OFFERS A VARIETY OF MODELS?

TABLE 4.12

S.NO PARTICULARS PERCENTAGE

1. YES 80%
2. NO 6%
3. MAYBE 14%

45
 CHART 4.12

Diagrammtitel

MAYBE
14

NO
6

YES
80

0 10 20 30 40 50 60 70 80

INTERPRETATION:

The above bar graph shows that 80% of the respondents believe that one plus has offered a
variety of models in it’s mobile phones which is followed up by 14% of the respondents who
have answered maybe and the concluded by 6% of the respondents who have responded that
one plus does not offer variety in it’s mobile phones.

DO YOU THINK ONEPLUS MOBILES ARE COSTLIER THAN OTHER BRANDS?

TABLE 4.13

S.NO PARTICULARS PERCENTAGE

1. YES 32%
2. NO 36%

46
 3. MAYBE 32%

CHART 4.13

Diagrammtitel

36

32 32

YES NO MAYBE

COST FACTOR

INTERPRETATION:

The above graph is the indicator that majority of the respondents, that is 36% of the
respondents have suggested that one plus phones are not costly compared to other phones
from various brands, which is succeeded by 32% of the respondents who have responded that
one plus phone are costlier and also 36% of the respondents who have responded maybe.

IF YES, HOW COSTLY DO YOU THINK IT IS FROM YOUR BUDGET?

TABLE 4.14

S.NO PARTICULARS PERCENTAGE

1. VERY COSTLY 9%

47
 2. COSTLY 36%
3. MODERATE COST 55%

CHART 4.14

60%

50%

40%

30%

20%

10%

0%
VERY COSTLY COSTLY MODERATE COST

INTERPRETATION:

From the above bar graph we can interpret that 55% of the respondents have suggested that it
is of moderate cost from their budget, which is followed by 36% of the respondents who have
responded that one plus mobile phones are costly and then finally concluded by 9% of the
respondents who consider it to be costly.

DO YOU THINK ONEPLUS SATISFIES ALL THE IDEAL REQUIREMENTS FOR

A MOBILE PHONE?

TABLE 4.15

48
 S.NO PARTICULARS PERCENTAGE
1. HIGHLY SATISFIED 39%
2. SATISFIED 46%
3. NEITHER SATISFIED 13%
NOR DISSATISFIED
4. DISSATISFIED 2%

CHART 4.15

46
39

13

0 0 0 2
0
HIGHLY SATISFIED SATIFIED NEITHER SATISFIED NOR DISSATISFIED
DISSATISFIED

INTERPRETATION:

From the diagram above we can interpret that 46% of the respondents are satisfied with the
mobile phone, followed by 39% of the respondents who are highly satisfied with the one plus
mobile phone, then followed by 13% of respondents who are neither satisfied nor dissatisfied
with the mobile phone and finally concluded by 2% of respondents who are dissatisfied with
the mobile phone.

WHERE DID YOU PURCHASE YOUR ONEPLUS MOBILE?

TABLE 4.16

49
 S.NO PARTICULARS PERCENTAGE
1. ONEPLUS SHOWROOM 43%
2. ONLINE 42%
3. OTHER SHOWROOMS 15%

CHART 4.16

PURCHASE

15%

43%
ONEPLUS SHOWROOMS
ONLINE
42%
OTHER SHOWROOMS

INTERPRETATION:

From the above pie chart we can conclude that 43% of the respondents have bought the
mobile from the said one plus showroom which is then followed up by 42% of the
respondents who have bought if online and then finally concluded by 15% of the people who
have bought the phone from other show rooms.

HOW SATISFIED ARE YOU WITH ONEPLUS BASED ON CUSTOMER

COMPLAINS/QUERIES?

50
 TABLE 4.17

S.NO PARTICULARS PERCENTAGE

1. HIGHLY SATISFIED 22%
2. SATISFIED 51%
3. NEITHER SATISFIED 25%
NOR DISSATISFIED
4. DISSATISFIED 2%

CHART 4.17

Diagrammtite l

DISSATISFIED

NEITHER

SATISFIED

H.S

0 10 20 30 40 50 60

INTERPRETATION:

From the above diagram we can say that majority of the respondents are satisfied with the
responses to customer quarries, that is 51% which is followed by 25% of the respondents who
are neither satisfied nor dissatisfied, then succeeded by 22% of the respondents who are
highly satisfied and then concluded by 2% of the respondents who are dissatisfied.

HOW SATISFIED ARE YOU TOWARDS THE QUALITY OF ONEPLUS

MOBILES?

51
 TABLE 4.18

S.NO PARTICULARS PERCENTAGE

1. HIGHLY SATISFIED 42%
2. SATISFIED 43%
3. NEITHER SATISFIED 15%
NOR DISSATISFIED
4. DISSATISFIED 0

CHART 4.18

Diagrammtitel

42 43

15

0
H.S SATISFIED NEITHER DISSATISFIED

QUALITY OF ONEPLUS

INTERPRETATION:

From the above graph we can say that 43% of the respondents are satisfied with the mobile
phones, followed by 42% of the respondents who are highly satisfied, which is succeeded by
15% of the respondents who are neither satisfied nor dissatisfied and then finally concluded
by 0% who are dissatisfied.

WILL YOU PREFER ONEPLUS OVER OTHER MOBILE BRANDS?

52
 TABLE 4.19

S.NO PARTICULARS PERCENTAGE

1. YES 76%
2. NO 4%
3. MAYBE 20%

CHART 4.19

Diagrammtitel

76

20

YES NO MAYBE

PREFERENCE

INTERPRETATION:

From the above diagram we can conclude that 76% of the respondents have responded that
they would prefer one plus to other mobiles, followed up by 20% of the respondents who
maybe would prefer or maybe not prefer one plus to other mobiles and then finally concluded
by 4% of the respondents who would not prefer one plus.

WILL YOU RECOMMEND ONEPLUS TO OTHERS?

53
 TABLE 4.20

S.NO PARTICULARS PERCENTAGE

1. YES 78%
2. NO 2%
3. MAYBE 20%

CHART 4.20

RECOMMENDATION OF ONEPLUS
90

80

70

60

50

40

30

20

10

0
YES NO MAYBE

INTERPRETATION:

From the above graph we can conclude that majority of the respondents who recommend one
plus to others, that is 78% which is followed up by 20% of the respondents who maybe would
or maybe not recommend one plus to others and then finally concluded by 2% of the
respondents who not recommend one plus to others.

IF YES, MENTION YOUR SCALE OF RECOMMENDATION

54
 TABLE 4.21

S.NO PARTICULARS PERCENTAGE

1. HIGHLY RECOMMEND 64%
2. MODERATELY 30%
RECOMMEND
3. NEUTRAL 5%
4. DISCOMMEND 1%

CHART 4.21

SCALE OF RECOMMENDATION

5%1%

HIGHLY RECOMMEND
30% MODERATELY RECOMMEND
NEUTRAL
64% DISCOMMEND

INTERPRETATION:

This question precedes the previous question and therefore from the above graph we can
conclude that 64% would highly recommend, followed up by 30% of respondents who would
moderately recommend, then succeeded by 5% who would prefer to be neutral to others
choices and then finally 1% of the respondents who would discommend.

55
 CHAPTER V

FINDINGS, SUGGESTIONS AND

CONCLUSION

FINDINGS:

56
 The highest number of respondents are between 21-30 years of age with 49
respondents.
 59% of the respondents are Female.
 Most of the respondents belong to the Under Graduate category.
 Also, maximum number of respondents are Students only.
 Almost 59% of the respondents earn an income level below Rs.15,000
 All the respondents who filled the questionnaire are a user of OnePlus mobile.
 The respondents who were using other mobile brands belong to 32% of the
respondents.
 Utmost number of respondents have been using OnePlus between 6 months to 1
year.
 Majority of the respondents got to know about OnePlus through
Advertisements.
 41% of the respondents mentioned that Good quality is the reason for using
OnePlus.
 53 respondents out of the 100 like the Camera clarity of OnePlus the most.
 Most of the respondents are satisfied with the app when it comes to handling
customer complaints and queries.
 Maximum respondents think that OnePlus offers a variety of mobile models.
 Many respondents answered that OnePlus mobiles are not costlier than other
brands.
 40% of the respondents feel that OnePlus is moderately costly but not too
costly.
 Most of the respondents mentioned all the ideal requirements for a mobile are
Satisfied by OnePlus mobiles.
 Majority of the respondents purchased their mobile through OnePlus
showrooms.
 51 out of 100 respondents are satisfied with the customer complain/queries
services of the mentioned brand.
 Almost 43% of the respondents are satisfied with the quality of OnePlus.

57
  Utmost number of respondents have mentioned that they will prefer OnePlus
over other existing mobile brands.
 78 respondents out of the 100 have stated to recommend OnePlus to others.
 For scale of recommendation, 64% of the respondents would Moderately
recommend OnePlus to others.

SUGGESTIONS:

 OnePlus can preferably start using better promotional tools so as to increase the
purchase count amongst the customers easily.
 They need to decrease their price to a little lower range which is considered a
constraint found in the study.
 Though the customers are satisfied with OnePlus’s customer services & offers,
they can improve to a better scale so that the customers are highly satisfied
with it.
 OnePlus can also focus more on their customer complaints/queries services to
achieve maximum retainment of customers.
 Recommendations regarding quality of services has to be accepted from the
respondents which helps the company to understand the areas where they
should improve.
 OnePlus needs to make a firm stand in the customers mind so that they don’t
have a dilemma when they choose this particular brand over other mobile
brands.
 The scale of recommendation is considered moderate and there must be an
effective change made by OnePlus so that it becomes a highly recommended
mobile brand.

58
CONCLUSION:

This study was undertaken to examine the customer satisfaction and overall consumer
preference towards OnePlus. In this study, the numbers of respondents were 100 and
the type of questionnaire used was structured mailed questionnaire. In this research
paper, the main data used are primary and secondary data. It is concluded from the
study that the respondents are aware of OnePlus. Through this study, it was
understood that OnePlus has a successful name for itself and have made a firm stand
in the market as it is evident that a huge population uses it. It has gained a positive
opinion from almost all the respondents when compared to other mobile brands and
this is due to their specifications and good quality. OnePlus is found to bloom more in
the market and satisfy the consumer needs by providing quality services to them.

59
 BIBILIOGRAPHY:

1, A A. Maiyaki, S SMokhtar(2011) The Relationship Between Service Quality And

Satisfaction On Customer Loyalty In Malasian Mobile Communication Industry School of
Doctoral Studies (European Union), 32 - 38

2.A. E. Roger, M. F. Ndjodo, A. C. Lopez, A. A. Ghislain , (2010), Knowledge Management

Driven Business Process And Workflow Modeling Within An Organisation For Customer
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(12), 7350-7362

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ANNEXURE

Questionnaire:

1.Name

2. Age of the respondents

a) Below 20

b) 21 to 30

c) 31 to 40

d)Above 40

3. Educational qualification

a) Secondary Education

b) Higher Education

c) Under Graduate

d) Post Graduate

4. Occupation

a) Student

b) Employed

c) Self Employed

62
 d) Housewife

5. Income

a) Below 15,000

b) 15,001 to 30,000

c) 30,001 to 45,000

d) Above 45,000

6. Are you a user of OnePlus mobile?

a) Yes

b) No

7. Which brand of mobile were you using previously?

a) Samsung

b) Vivo/Oppo

c) Redmi

d) Others

8. How long have you been using OnePlus mobile?

a) Between 6 months

b) Between 6 months to 1 year

c) More than 1 year

63
 d) More than 3 years

9. How did you first get to know about OnePlus?

a) Word of mouth

b) Personal Recommendation

c) Advertisements

d) Others

10. Mention the reason for your choice towards OnePlus

a) Brand image

b) Good quality

c) Specifications

d) Reviews and Recommendations

11. Which feature about OnePlus mobile do you like the most?

a) Camera clarity

b) Battery durability

c) Storage capacity

d) Others

12. Do you think OnePlus offers a variety of mobiles?

a) Yes

b) No

c) Maybe

64
13. Do you think OnePlus mobiles are costlier than other mobile brands?

a) Yes

b) No

c) Maybe

14. If yes, how costly do you think it is from your budget?

a) Very costly

b) Costly

c) Moderate cost

15. Do you think OnePlus satisfies all the ideal requirements for a mobile phone?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly Dissatisfied

16. Where did you purchase your OnePlus mobile?

a) OnePlus showroom

b) Online

c) Other showrooms

17. How satisfied are you with OnePlus based on handling customer complaints/queries?

65
a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

18. Will you prefer OnePlus over other mobile brands?

a) Yes

b) No

c) Maybe

19. Will you recommend OnePlus to others?

a) Yes

b) No

c) Maybe

20. If yes, mention your scale of recommendation

a) Highly recommend

b) Moderately recommend

c) Neutral

d) Discommend

66
67