“A STUDY ON BRAND PREFERENCE OF MOBILE PHONE

AMONG COLLEGE STUDENTS WITH SPECIAL

REFERENCE TO ALPHONSA COLLEGE THIRUVAMBADY”
 CONTENTS

CHAPTER TITLE PAGE NO

1 INTRODUCTION 1-6

2 REVIEW OF LITERATURE 7-10

3 THEORETICAL BACKGROUND 11-27

4 DATA ANALYSIS AND INTERPRETATION 28-45

5 FINDINGS, SUGGESTIONS & 46-49

CONCLUSION

BIBLIOGRAPHY 50

APPENDIX 51-54
 LIST OF TABLES

SL.NO TITLE OF TABLE PAGE NO

4.1 GENDER RATIO OF RESPONDENTS 30
4.2 INCOME LEVEL OF RESPONDENTS FAMILY 31
4.3 OWN A MOBILE PHONE 32

4.4 USAGE OF VARIOUS MOBILE PHONE BRAND 33

4.5 PERIOD OF USAGE OF MOBILE PHONE 34
4.6 THE MAIN REASON FOR USING MOBILE 35
PHONE
4.7 SATISFACTION OF PRESENT MOBILE PHONE 36
4.8 MOST INFLUENCING FACTOR FOR THE 37
SELECTION OF MOBILE BRAND
4.9 FAVOURITE MOBILE BRAND 38
4.10 IMPRESSING SPECIFICATION 39
4.11 PHYSICAL APPEARANCE OF MOBILE PHONE 40

4.12 WILLINGNESS TO PAY FOR A MOBILE PHONE 41

4.13 ADVERTISEMENT MEDIA 42
4.14 MOST TRENDING MOBILE BRAND 43
4.15 PERIOD OF CHANGING MOBILE BRAND 44
4.16 ATTRIBUTES CHECK BEFORE PURCHASING A 45
MOBILE PHONE
4.17 MOST BRAND VALUE 46
 CHAPTER 1
INTRODUCTION
Introduction
A brand is the idea or image of a specific product or service that attracts, connects and
retains consumers by identifying the name, logo, slogan, or design of the company who
owns the idea or image. Branding is when that idea or image is marketed. So that it is
recognizable by more and more people, and identified with a certain service of product
when there are many other companies offering the same service or product.

Mobile phone is a smart communication media. It is not a one-way communication like

pager. Cellular communication basically gives the power of an advanced telephone
system card. Cellular communication works like the radio set which is normally used.
The handset or Mobile Phone is in fact an own private radio transmitter and receiver,
very similar to the Walkie-talkies used by Police and Security Personnel. The key
difference is that a cellular phone network is connected to the fixed line or conventional
telephone system allowing additional access to the telephone world. Mobile Phone can
be used to make and receive STD and ISD calls. Now e-mailing message is also
possible. Some cellular phones have the capacity to send and receive faxes and data
when attached to personal computer most modern mobile telephone services use
cellular network architecture, and therefore mobile telephones are often also called
"cellular telephones" or "cell phones". In addition to telephony, modern mobile phones
support a variety of other services, such as Internet access, short-range wireless
communications (infrared, Bluetooth), business applications, gaming, and
photography. Mobile phones which offer these and more general computing
capabilities are referred to as smartphones.

Objectives of the study

>To know the perception & buying behaviour of students towards various mobile
brands.
>To know about the student preference level associated with different mobile phones.
> To find out the student’s satisfaction towards the various mobile phones. >To
understand Factors that influence decision-making in purchasing a mobile phone.
> To know which advertisement media puts more impact on the buying decision of
students.

Research methodology
A. SAMPLING METHODOLOGY:
Sample Size:- 50 respondents
Sample Unit:- Students have been taken as sample unit
Sampling Area:- Alphonsa college Thiruvambady
Sampling Technique:- Random Sampling Technique

B. Research design:
• Visited the students in & gathered information Alphonsa college Thiruvambady
required as per the questionnaire
• The research design is probability research design and is descriptive
research.
C. Data collection:
Primary data has been used by me in the form of Questionnaire & Observation, which
are the two basic methods of collecting primary data, which suffices all research
objectives.
Secondary Data sources like various internet sites like wikipedia.org & google.com
have been used.
Data analysis
After the collection of data each sample question was classified, tabulated and then
subjected to analysis. The tools used for the analysis are;
1. Percentage

Tools for data presentation

1. Tables
2.Graphs
3.Diagrams

Scope of the study

The present study is conducted Alphonsa college Thiruvambady and it is decided to
consider different mobile phones like SAMSUNG, APPLE, ONEPLUS, REALME
and XIAOMI. This study is mainly focuses on the leading brand preference for
mobile phone and the attitude of consumers belongs to low, middle and high
income group this study also helps
to know the consumers satisfaction level towards different branded mobile phones.

Limitations of the study

• A small sample size of 50 students is taken, so we cannot draw inferences

about the population from this sample size.
• Time period is short and resource constraints.
• The scope of the project is limited to the Alphonsa college Thiruvambady . So,
we cannot say that the same response will exist throughout Calicut.
CHAPTER 2
REVIEW OF LITERATURE
Review of literature

Neema Negi, Naveen Kumar Pandey (2013)

Advertising is a promotional activity for marketing a commodity. Advertising helps

the manufacturer to increase his sales and maintain market. Now a days the
advertising play a significant role in today's highly competitive world. Whether it is
brands, companies, personalities or even voluntary or religious organizations, all of
them use some form of advertising in order to be able to communicate with the
target audience Since, it is advertising that shapes brand preference. The brands
which are very successful in northern part of the country may not find a place in
South India. Similarly some brands are successful in rural areas and tier II cities
whereas not in cities and metros. Here arises the need to study the factors
influencing brand preference for mobile phones. Hence, this research survey has
been conducted particularly in youth of Dehradun (20-25 years) students to identify
the brand preference for mobile phones.

Mohamed Ismail Mohamed Riyath, Sulaima Lebbe Musthafa(2014)

This study gives an insight into the mobile market industry in Sri Lanka. Mobile
phone manufactures and marketers are facing very strong competition in Sri Lanka
as well as in the world mobile market. Mobile phone marketers should have clear
idea about the factors which are affecting the choice of the mobile phone to design,
produce, set price, communicate and promote the mobile phone in such manner to
get more market share and win whole hard of the potential consumers and
stakeholders. This study aims to find out the factors which are affecting the choice
of a particular mobile brand when making purchase decision with reference to Sri
Lankan university students. The primary data was collected through online-based
questionnaire, designed and then sent to randomly selected students to respond who
are following any programme of study in universities island-wide. Descriptive
statistics; mean and standard deviation are used to identify the factors those are
affecting the mobile brand preference. Price, stylish appearances and perceived
quality are found as very important factors on purchase decision when selecting a
mobile phone brand.

Maheswari (2015)

Strong brand names can have positive effects on consumer perception and
preferences. The Indian mobile handset market posted revenues of35946 crore in
the financial year 2013 a 14.7 per cent increase from31,330 crore in the financial
year 2012. The growth was primarily led by the increase in uptake of smart phones
by Indian consumers, according to voice and Data Survey of Indian Mobile
Handsets Market 2012-2013. The 18th annual survey covered over 30 mobile
handset companies (both multi-national and Indian mobile phone firms) doing
business in India across categories like feature phones, multimedia phones,
enterprise phones as well as smart phones. The biggest upset of the year was the
dethroning of Finnish handset maker Nokia from the top spot for over a decade, but
the former king of Indian mobile phone market dropped a rank to be placed at
number two with 27.2 per cent market share. The company also witnessed a
significant drop in revenues (18 per cent to be exact).

Anthony Dadzie, Francis Boachie-Mensah (2011)

Branding is increasingly being used as a strategy for managing markets in developed

countries while developing countries still lag behind. The objective of this study
was to assess the level of brand awareness and factors underlying brand preference
of mobile phone service brands in Cape Coast market in Ghana. A total of 100
respondents who included individual consumers were selected using accidental
simple sampling technique. Primary data was collected using structured interview
schedules developed for each category of consumers. The findings of the study
showed that most of the respondent consumers were aware of mobile phone operator
brands despite having come across few operator service advertisements. Young
males, mainly students in the tertiary institutions, single and of Christian affiliations,
dominated the market. Four
were identified as key determinants of mobile phone operator service choice,
namely promotion, price and availability of product, attractive packaging and
product quality. There is need for mobile phone operators to incorporate these
findings in the formulation of responsive marketing strategies.

Hao Jiang, Zhiyi Hu, Xianlong Zhao, Lintao Yang, Zhian Yang (2018)

User portrait analysis is one of the key points in human behavior analysis. It is
important to describe or guess user's characteristics through rational methods in
business analysis. In this paper, we use the user details records data set from a
mobile operator to analyze the preference of users with different brand phones for
different APPs and propose the concept of mobile Internet life personas (MILP) and
the latent MILP indexing (LMILPI) model for the analysis of users' MILP. At the
same time, we build user portrait analysis framework based on the latent semantic
indexing (LSI) theme model, LMILPI model, and association rule mining. On the
one hand, we analyze users' preference for APP content when using different mobile
brands. On the other hand, we analyze the relationship among mobile brands, user
access time, and MILPs to describe users' Internet behavior. Our research shows
that there is a difference between users who use different brands of mobile phones:
1) users who use different brand phones have different preferences for different
APPs. However, if mobile brandmarketing methods or target users are same or
similar, the APP preference of these brands will be similar; 2) MILPs are different
between users who use different brands of mobile phones, but the MILPs displayed
on Android platform are similar even though brands are not same, while the MILP
displayed on iPhone is quite different from MILPs on Android; and 3) MILPs'
importance will be changed by mobile phone brands and time periods. The
analytical framework which we propose can provide commercial solutions such as
application recommendations, market strategy formulation, Internet access, and
other fields.

Silvia Dewi Sagita Andik, Jono Munandar, Mukhamad Najib, Abdul Rashid
(2021)

In recent years, various brands of mobile phones have dominated Indonesia and
Malaysia market. Most of them are imported from other countries, such as China,
America, Europe, and South Korea which are highly competitive by offering the
variety of designs and functions. To compete with other competitors, Indonesian
telecommunication industry needs to focus on brand management, especially in
building brand preference. The aims of this research to examine factors affecting
brand preference. Questionnaire surveys have been conducted to 200 respondents
in Indonesia & Malaysia. Data were analyzed by descriptive and Structural Equation
Modeling Partial Least Square (SEM-PLS). SEM PLS has been conducted in order
to examine the relative impact of the identified factors on brand preference. The
major findings are there were differences factors affecting brand preference of
mobile phone between Indonesian consumers and Malaysian consumers.
Indonesian consumers are more focused on brand awareness when they have to
choose mobile phone brands. On the other hands, Malaysian consumers are more
focused on brand experience.

Tafadzwa Ndadziyira

It is widely evident that the mobile phone industry is facing rapid growth, with the
increased introduction of cheaper mobile phones in South Africa intensifying
competition between such companies. A number of studies have been conducted in
other countries on brand preferences, but there remains a gap in knowledge with
regard to the South African market. It was therefore warranted to academically
research factors influencing consumer brand preferences when purchasing mobile
phones, in order to understand these preferences, and what consumers consider
when making such purchases. The rationale of the study was to provide new insights
for local marketers into the factors consumers consider most when looking at mobile
phone brands. The aim of this study was therefore to determine brand preferences
for mobile phones amongst students at a selected higher educational institution in
South Africa. The study adopted a quantitative research approach, where the data
obtained was descriptive and cross-sectional in nature. The research population was
made up of students studying at the Durban University of Technology (DUT), where
convenience sampling was performed on a target population of 378 students. The
sample size was selected by giving questionnaires to those students most available
to the researcher. The results were then analysed using the Statistical Package for
Social Sciences (SPSS) Version 24.0 software. Validity was ensured by conducting
a pre-test of the questionnaire, and the study’s reliability was measured using
Cronbach’s Coefficient Alpha test. The study findings showed that brand popularity,
prices, product attributes, social influences and marketing communications all affect
mobile phone brand preferences amongst students. The study results also showed,
however, that there were some product attributes and social influences that did not
influence these preferences. Recommendations are given to industry players to
increase their knowledge of these important factors, to aid with the improvement of
their brands and increasing their market preference in this highly competitive
industry.

Akhila Thomas Abraham, Aneeta Anna Aniyan, Anu Varghese, Jeeba Bij(
2020

The markets for Mobile phones are one of the most turbulent today due to increased
Competition and changing consumer brand preferences. The Researchers of this
paper aimed to address the question by analyzing brand is preferred most by mobile
phone users in Hyderabad town while purchasing mobile phones and status and
impact of the technical, economical, social and personal criterion by mobile phone
users in Hyderabad. And also wishes to found out the process of decision making
while choosing and purchasing the branded mobile product with respect to their
current satisfaction level on the particular brand. To gather data from 250
respondents we have selected them from mobile recharge centers, mobile phone
shops and public places in Hyderabad town. The data thus collected were analysed
by using simple percentage analysis and by chi-square test.
V Maheswari (2015)

Strong brand names can have positive effects on consumer perception and
preferences. The Indian mobile handset market posted revenues of35946 crore in
the financial year 2013 a 14.7 per cent increase from31,330 crore in the financial
year 2012. The growth was primarily led by the increase in uptake of smart phones
by Indian consumers, according to voice and Data Survey of Indian Mobile
Handsets Market 2012-2013. The 18th annual survey covered over 30 mobile
handset companies (both multi-national and Indian mobile phone firms) doing
business in India across categories like feature phones, multimedia phones,
enterprise phones as well as smart phones. The biggest upset of the year was the
dethroning of Finnish handset maker Nokia from the top spot for over a decade, but
the former king of Indian mobile phone market dropped a rank to be placed at
number two with 27.2 per cent market share. The company also witnessed a
significant drop in revenues (18 per cent to be exact).

Kameswara Rao Poranki (2016)

The markets for Mobile phones are one of the most turbulent today due to increased
Competition and changing consumer brand preferences. The Researchers of this
paper aimed to address the question by analyzing brand is preferred most by mobile
phone users in Hyderabad town while purchasing mobile phones and status and
impact of the technical, economical, social and personal criterion by mobile phone
users in Hyderabad. And also wishes to found out the process of decision making
while choosing and purchasing the branded mobile product with respect to their
current satisfaction level on the particular brand. To gather data from 250
respondents we have selected them from mobile recharge centers, mobile phone
shops and public places in Hyderabad town. The data thus collected were analysed
by using simple percentage analysis and by chi-square test.

YOHANES TADESE (2019

In order to understand mobile phone brand preference and how consumers consider
in making such purchases. A number of studies have been conducted in other
countries on brand preferences, but because of different reasons their findings were
not applied in our country, so the primary objective of this study is to assess brand
preference for mobile phones among students in the case of saint marry university
postgraduate students, , the study considered some factors after looking to the
literature review and developed self-generated conceptual framework. A sample
size of 291 out of 1123 students was selected using convenience sampling
technique. Based on the theoretical frame work and objectives of the study the
questions items were provided to the respondents in cross sectional data collection
method. After distributing questioners data’s was analyzed using descriptive
analysis. The study findings showed that brand popularity, prices, product attributes,
social influences and marketing communications all affect mobile phone brand
preferences among students. The study results also showed, however, that there
were some product attributes and social influences that did not influence these
preferences

Mohamed Ismail Mohamed Riyath, Sulaima Lebbe Musthafa (2014)

This study gives an insight into the mobile market industry in Sri Lanka. Mobile
phone manufactures and marketers are facing very strong competition in Sri Lanka
as well as in the world mobile market. Mobile phone marketers should have clear
idea about the factors which are affecting the choice of the mobile phone to design,
produce, set price, communicate and promote the mobile phone in such manner to
get more market share and win whole hard of the potential consumers and
stakeholders. This study aims to find out the factors which are affecting the choice
of a particular mobile brand when making purchase decision with reference to Sri
Lankan university students. The primary data was collected through online-based
questionnaire, designed and then sent to randomly selected students to respond who
are following any programme of study in universities island-wide. Descriptive
statistics; mean and standard deviation are used to identify the factors those are
affecting the mobile brand preference. Price, stylish appearances and perceived
quality are found as very important factors on purchase decision when selecting a
mobile phone brand.

Kameswara Rao Poranki, Mukhtar Yahia Ahmed GumaaMBA, Asif

PerwejMBA (2015)

It is a very difficult to predict or assess an individual preference but it is important

for marketers, since it represents a fundamental step in understanding consumer
choice. To assess the brand preference on the basis of knowledge of the consumer
and his characteristics is a prelude to identifying the causes of preference and the
means by which it can be influenced by the marketers. While the approach is
intuitively appealing and seemingly obvious, this study is the first to present results
from testing the hypothesis. The researchers of this paper has taken the sample of
students at Visakhapatnam, India to assess the student's brand preferences
associated with different mobile phones and to find out their satisfactions and
factors influence decision making in purchasing a mobile phone.
Originality/value: The researchers have put in efforts to predict the brand preference
and taken a case study of some mobile manufacturing companies with particular
reference to Visakhapatnam of India.
Reference

● Neema Negi, Naveen Kumar Pandey (2013) “Factors influencing brand

preference for mobile phones: With reference to Dehradun youth”
● Mohamed Ismail Mohamed Riyath, Sulaima Lebbe Musthafa(2014)
“Factors affecting mobile phone brand preference: empirical study on Sri Lankan
university students”
● Maheswari (2015) “A study on brand preference of mobile phone users in
Chidambaram town”
● Anthony Dadzie, Francis Boachie-Mensah (2011) “Brand preference for mobile
phone operator services in the Cape Coast Metropolis”
● Hao Jiang, Zhiyi Hu, Xianlong Zhao, Lintao Yang, Zhian Yang (2018)
“Exploring the users’ preference pattern of application services between
different mobile phone brands”
● Silvia Dewi Sagita Andik, Jono Munandar, Mukhamad Najib, Abdul Rashid
(2021) “Mobile Phone Brands Preferences Among Students:
Comparative Studies in Indonesia and Malaysia”

● Tafadzwa Ndadziyira “Brand preference for mobile phones among students at a

selected higher education institution”
● Akhila Thomas Abraham, Aneeta Anna Aniyan, Anu Varghese, Jeeba Bij( 2020)
“Customer Brand Preference of Mobile Phones at Hyderabad, India”
● V Maheswari (2015) “A study on brand preference of mobile phone users in
Chidambaram town”
● Kameswara Rao Poranki (2016) “Customer Brand Preference of Mobile Phones
at Hyderabad, India”
 ● YOHANES TADESE (2019) “Brand Preference for Mobile Phones Among
Students (The Case of Saint Marry University Postgraduate
Students)”
● Mohamed Ismail Mohamed Riyath, Sulaima Lebbe Musthafa (2014)
“Factors affecting mobile phone brand preference: empirical study on Sri Lankan
university students”
● Kameswara Rao Poranki, Mukhtar Yahia Ahmed GumaaMBA, Asif
PerwejMBA (2015) “Assessment of Brand Preference in the Indian Mobile
Phones Market”

Marketing

Marketing are activities of a company associated with buying and selling a product or
service. It includes advertising, selling and delivering products to people. People who
work in marketing departments of companies try to get the attention of target audiences
by using slogans, packaging design, celebrity endorsements and general media
exposure.
Brand

Unique design, sign, symbol, words, or combination of these, employed in creating an

image that identifies a product and differentiates it from its competitors. Overtime, this
image becomes associated with a level of credibility, quality, and satisfaction in the
consumer's mind (see positioning). Thus, brands help harried consumers in crowded
and complex marketplace, by standing for certain benefits and value. Legal name for a
brand is trademark and, when it identifies or represents a firm, it is called a brand name.
Brand preference

Brand preference is strongly linked to brand choice that can influence the consumer
decision making and activate brand purchase. "Brand Preferences can be defined as the
subjective, conscious and behavioural tendencies which influence consumer's
predisposition toward a brand". Understanding the brand preferences of consumers"
will dictate the most suitable and successful Marketing Strategies. One of the indicators
of the strength of a brand in the hearts and minds of customers, brand preference
represents which brands are preferred under assumptions of equality in price and
availability. 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.

Brand awareness

Brand awareness is the level of consumer consciousness of a company. It measures a

potential customer's ability to not only recognize a brand image, but to also associate it
with a certain company's product or service.
Brand awareness is best spread through both inbound and outbound marketing efforts.
When competition in an industry is high, brand awareness can be one of a business's
greatest assets.
Brand loyalty

Brand loyalty is defined as positive feelings towards a brand and dedication to purchase
the same product or service repeatedly now and in the future from the same brand,
regardless of a competitor's actions or changes in the environment. It can also be
demonstrated with other behaviours such as positive word of mouth advocacy. Brand
loyalty is where an individual buys products from the same manufacturer repeatedly
rather than from other suppliers. Businesses whose value rests in a large part on their
brand loyalty are said to use the loyalty business model.

Definition of cellular/mobile phone

The Cellular telephone (commonly "mobile phone" or "cell phone" or "handphone") is

a long-range, portable electronic device used for mobile communication. In addition to
the standard voice function of a telephone, current mobile phones can support many
additional services such as SMS for text messaging, email, packet switching for access
to the Internet, and MMS for sending and receiving photos and video. Most current
mobile phones connect to a cellular network of base stations (cell sites), which is in
turn interconnected to the public switched telephone network (PSTN) the exception is
satellite phones.

Cellular telephone is also defined as a type of short-wave analog or digital

telecommunication in which a subscriber has a wireless connection from a mobile
telephone to a relatively nearby transmitter. The transmitter's span of coverage is called
a cell. Generally, cellular telephone service is available in urban areas and along major
highways. As the cellular telephone user moves from one cell or area of coverage to
another, the telephone is effectively passed on to-the local cell transmitter. A cellular
telephone is not to be confused with a cordless telephone (which is simply a phone with
a very short wireless connection to a local phone outlet). A newer service similar to
cellular is personal communications services (PCS).

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.

History of mobile phone

A handheld mobile radio telephone service was envisioned in the early stages of radio
engineering. In 1917, Finnish inventor Eric Tigerstedt filed a patent for a "pocket-size
folding telephone with a very thin carbon microphone". Early predecessors of cellular
phones included analog radio communications from ships and trains. The race to create
truly portable telephone devices began after World War Il, with developments taking
place in many countries. The advances in mobile telephony have been traced in
successive "generations", starting with the early "OG" (zero* generation) services, such
as Bell System's Mobile Telephone Service and its successor, the Improved Mobile
Telephone Service. These "OG" systems were not cellular, supported few simultaneous
calls, and were very expensive. The first handheld mobile cell phone was demonstrated
by Motorola in 1973.
The first commercial automated cellular network was launched in Japan by Nippon
Telegraph and Telephone in 1979. This was followed in 1981 by the simultaneous
launch of the Nordic Mobile Telephone (NMT) system in Denmark, Finland, Norway
and Sweden. 6l several other countries then, followed in the early to mid-1980s. These
first-generation (1G) systems could support far more simultaneous calls, but still used
analog technology.
In 1991, the second-generation (2G) digital cellular technology was launched in
Finland by Radiolinja on the GSM standard. This sparked competition in the sector as
the new operators challenged the incumbent 1G network operators. Ten years later, in
2001, the-third generation (3G) was launched in Japan by NTT
Do Como on the WCDMA standard.7 This was followed by 3.5G, 3G+ or turbo 3G
enhancements based on the high-speed packet access (HSPA) family, allowing UMTS
networks to have higher data transfer speeds and capacity. By 2009, it had become clear
that, at some point, 3G networks would be overwhelmed by the growth of bandwidth-
intensive applications, such as streaming media. Consequently, the industry began
looking to data- optimized fourth-generation technologies, with the promise of speed
improvements up to ten-fold over existing 3G technologies. The first two commercially
available technologies billed as 4G were the WiMAX standard, offered in North
America by Sprint, and the LTE standard, first offered in Scandinavia by TeliaSonera.

History of indian telecommunications

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 Vides 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 (TRAN) 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, Vodafone-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

The key players in the mobile phone market in india

1.SAMSUNG

2.APPLE
3.ONEPLUS

4.REALME

5.XIAOMI

SAMSUNG
The Samsung Group is the world's largest conglomerate. It is South Korea's largest
chaebol and composed of numerous international businesses, all united under the
Samsung brand, including Samsung Electronics, the world's largest electronics
company, Samsung Heavy Industries, one of the world's largest shipbuilders and
Samsung Engineering & Construction, a major global construction company. These
three multinationals form the core of Samsung
Group and reflect its name – the meaning of the Korean word Samsung is "Tri-

Star" or "three stars"

The Samsung brand is the best known South Korean brand in the world and in
2005,Samsung overtook Japanese rival Sony as the world's leading consumer
electronics brand and became part of the top twenty global brands overall. It is also the
leader in many domestic industries, such as the financial, chemical, retail and
entertainment industries. Samsung's strong influence in South Korea is visible
throughout the nation, and is sometimes called the 'Republic of Samsung'. The 1990s
saw Samsung rise as an international corporation. Not only did it acquire a number of
businesses abroad, but also began leading the way in certain electronic components.
Samsung's construction branch was awarded a contract to build one of the two
PETRONAS Towers in Malaysia, Taipei 101 in Taiwan and the Burg Dubai in United
Arab Emirates (founded by Colum Curtis), which is the tallest structure ever
constructed. In 1996, the Samsung Group reacquired the Sungkyunkwan University
foundation. In 1993 and in order to change the strategy from the imitating cost-leader
to the role of a differentiator, Lee Kun-he, Lee Byung-chull's successor, sold off ten of
Samsung Group's subsidiaries, downsized the company, and merged other operations
to concentrate on three industries: electronics, engineering, and chemicals (Samsung
Electronics)

• Samsung is the world's largest manufacturer of Televisions and various other

consumer electronics.
• Samsung is the world's second largest mobile phone maker.

• Compared to other major Korean companies, Samsung survived the Asian

financial crisis of 1997-98 relatively unharmed. However, Samsung Motor Co, a
$5 billion venture was sold to Renault at a significant loss. Most importantly,
Samsung Electronics (SEC) was officially spun-off from the Samsung Group
and has since come to dominate the group and the worldwide semiconductor
 business, even surpassing worldwide leader Intel in investments for the 2005
fiscal year. Samsung's brand strength has greatly improved in the last few years.
• Samsung became the largest producer of memory chips in the world in 1992-
Samsung, the world's second-largest chipmaker after Intel; see Worldwide Top
20 Semiconductor Market Share Ranking Year by Year in
1995, it built its first liquid-crystal display screen. Ten years later, Samsung
grew to be the world's largest manufacturer of liquid-crystal display panels.
Sony, which had not invested in LCDs, contacted Samsung to cooperate. In 2006,
S-LCD was established as a joint venture between Samsung and Sony in order
to provide a stable supply of LCD panels for both manufacturers. S-LCD is
owned by Samsung and Sony 51% to 49% respectively and operates its factories
and facilities in Tonguing, South Korea.
• In 2008, Samsung became the largest mobile phone maker in the United States
and 2nd largest mobile phone maker in the World.

APPLE

Apple Inc. is an American multinational technology company that specializes in

consumer electronics, software and online services. Apple is the largest information
technology company by revenue (totaling US$365.8 billion in 2021) and, as of January
2021, it is the world's most valuable company, the fourthlargest personal computer
vendor by unit sales and second-largest mobile phone manufacturer. It is one of the Big
Five American information technology companies, alongside Alphabet, Amazon, Meta,
and Microsoft.

Apple was founded as Apple Computer Company on April 1, 1976, by Steve Jobs,
Steve Wozniak and Ronald Wayne to develop and sell Wozniak's Apple I personal
computer. It was incorporated by Jobs and Wozniak as Apple Computer, Inc. in 1977
and the company's next computer, the Apple II became a best seller. Apple went public
in 1980, to instant financial success. The company went onto develop new computers
featuring innovative graphical user interfaces, including the original Macintosh,
announced in a critically acclaimed advertisement, "1984", directed by Ridley Scott.
By 1985, the high cost of its products and power struggles between executives caused
problems. Wozniak stepped back from Apple amicably, while Jobs resigned to found
NeXT, taking some Apple employees with him.

As the market for personal computers expanded and evolved throughout the

1990s, Apple lost considerable market share to the lower-priced duopoly of the
Microsoft Windows operating system on Intel-powered PC clones (also known as
"Wintel"). In 1997, weeks away from bankruptcy, the company bought NeXT to resolve
Apple's unsuccessful operating system strategy and entice Jobs back to the company.
Over the next decade, Jobs guided Apple back to profitability through a number of
tactics including introducing the iMac, iPod, iPhone and iPad to critical acclaim,
launching memorable advertising campaigns, opening the Apple Store retail chain, and
acquiring numerous companies to broaden the company's product portfolio. Jobs
resigned in 2011 for health reasons, and died two months later. He was succeeded as
CEO by Tim Cook.

Apple became the first publicly traded U.S. company to be valued at over $1 trillion in
August 2018, then $2 trillion in August 2020, and most recently $3 trillion in January
2022. The company sometimes receives criticism regarding the labour practices of its
contractors, its environmental practices, and its business ethics, including anti-
competitive practices and materials sourcing. Nevertheless, the company enjoys a high
level of brand loyalty, and is ranked as one of the world's most valuable brands.

ONEPLUS

OnePlus Technology Co., Ltd. is a Chinese consumer electronics manufacturer

headquartered in Shenzhen, Guangdong province, in the Tairan Building at the
Chegong Temple subdistrict of Futian District. It was founded by Pete Lau and Carl Pei
in December 2013, and is currently majorityowned by Oppo as its only shareholder,
which is a subsidiary of BBK Electronics along with Vivo, Realme and iQOO. The
company is best known for making smartphones, and officially serves 34 countries and
regions around the world as of July 2018.
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 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 dayto-day use." He also showed aspirations of being the "Muji of the tech
industry", emphasizing its focus on high-quality products with simplistic, user-friendly
designs

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 centres 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.[17] 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.
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 centres.

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 300500dollar market.

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

In July 2021 OnePlus merged OxygenOS with Oppo's ColorOS, Both companies’
software remained separate, continuing to serve their individual regions (OxygenOS
for OnePlus phones globally, ColorOS on OnePlus and Oppo devices in China) but
share a common codebase, which OnePlus says should standardize its software
experience and streamline the development process for future
OxygenOS updates

REALME

Realme startup on May 4, 2018, in China, Realme first appeared in China in 2010 with
the name "OPPO Real".[1] It was a sub-brand of OPPO (which is itself a subsidiary of
BBK Electronics)[2] until its formation as a spinoff on May 4, 2018. In May 2018, they
released their first phone, Realme 1. On July 30, 2018, Sky Li announced his
resignation from Oppo and his intention to establish Realme as an independent brand
on Sina Weibo. On November 15, 2018, Realme adopted a new logo. On November
22, 2018, Realme became an emerging brand in the Indian market. [6] The sales of
Realme devices in India have since surpassed the sales of Oppo. Realme has been the
fourth largest smartphone brand in India since
2019, behind Xiaomi, Samsung, and Vivo. Realme holds records in India for fastest-
charging smartphone and India's first 5G smartphone. On May 15, 2019, Realme held
its first conference in Beijing to enter the Chinese domestic market, launching the
Realme X, Realme X Lite and Realme X Master Edition. In June 2019, Realme
announced its entry into the European market. On June 26, 2019, Realme released its
first photo taken with its 64MP camera. By July 2019, Realme had entered markets
including China, South Asia, Southeast Asia and Europe. By August 2019, Realme
surpassed 10 million users. In August 2019, Realme showed a prototype device with a
quadruple 64MP camera in China and India. In
2021, the brand had a user base in Europe and Asia that one review described as "fairly
wide"

XIAOMI

Xiaomi Corporation , registered in Asia as Xiaomi Inc., is a Chinese designer and

manufacturer of consumer electronics and related software, home appliances, and
household items. Behind Samsung, it is the second largest manufacturer of
smartphones, most of which run the MIUI operating system. The company is ranked
338th and is the youngest company on the Fortune Global 500.

Xiaomi was founded in 2010 in Beijing by now multi-billionaire Lei Jun when he was
40 years old, along with six senior associates. Lei had founded Kingsoft as well as
Joyo.com, which he sold to Amazon for $75 million in 2004. In August 2011, Xiaomi
released its first smartphone and, by 2014, it had the largest market share of
smartphones sold in China. Initially the company only sold its products online;
however, it later opened brick and mortar stores.] By 2015, it was developing a wide
range of consumer electronics. In 2020, the company sold 146.3 million smartphones
and its MIUI operating system has over 500 million monthly active users. In the second
quarter of 2021, Xiaomi surpassed Apple Inc. to become the second-largest seller of
smartphones worldwide, with a 17% market share, according to Canalys. It also is a
major manufacturer of appliances including televisions, flashlights, unmanned aerial
vehicles, and air purifiers using its Internet of Things and Xiaomi Smart Home product
ecosystems.

Xiaomi keeps its prices close to its manufacturing costs and bill of materials costs by
keeping most of its products in the market for 18 months, longer than most smartphone
companies. The company also uses inventory optimization and flash sales to keep its
inventory low.
 CHAPTER 3
DATA ANALYSIS AND INTERPRETATION

Table4.1 Gender Ratio Of Respondents

Source: primary data

Gender Respondents Percentage

Male 26 52%

Female 24 48%

Total 50 100%

Table4.1 Gender Ratio Of Respondents

Source: primary data

Table4.1 Gender Ratio Of Respondents

Source: primary data

Gender of Respondents

Female
48% Male
52%

Male Female
Interpretation
As stated in the study, there were 50 respondents in the sample selected for the study.
Out of them 52% were male and 48% were female

Table 1.2 Income Level Of Respondents Family

Income level Respondents Percentage

Less than 20000 5 10%
20000-30000 6 12%
30000-40000 21 42%
40000 & Above 18 36%
Total 50 100%

Source: primary data

Income Level
25

20

15

10

0
Less than 20000 20000-30000 30000-40000 40000& Above
Interpretation
The chart shows that out of 50 respondents 10% of respondents were from the family
whose income is less than 20000, 12% are of the income at 20000-30000 range, 42%
have income between 30000-40000 and 36% have the income more than 40000 per
month

Table 4.3 Own A Mobile Phone

Response Respondents Percentage
Yes 50 100%
No 0 0%
Total 50 100%
Source: primary data

Response
No
0%

Yes
100%
Yes No
Interpretation
From the above data, 100% of the respondents own a mobile phone

Table 4.4 Usage Of Various Mobile Phone Brand

Mobile Respondents Percentage

Samsung 8 16%
Apple 12 24%
Oneplus 6 12%
Realme 14 28%
Others 10 20%
Total 50 100%

Source: primary data

 Mobile Brands 16

14

12

10

0
Samsung Apple Oneplus Realme Others

Interpretation
The above data shows that out of 50 respondents, 16% of them are using Samsung
phone, 24% are using Apple phone, 12% are using Oneplus phone, 28% are using
Realme phone and 20% of them are using other mobile phone brands.
Table 4.5 Period Of Usage Of Mobile Phones
Period Respondents Percentage
Less than 1 Year 11 22%
1-2 Years 18 36%
2-3 Years 12 24%
Above 3 Years 9 18%
Total 50 100%
Source: primary data
 40%
35%
30%
25%
20%
15%
10%
5%
0%
Less than 1 Year 1-2 Years 2-3 Years Above 3 Years
22% 36% 24% 18%

Interpretation
The chart shows that 22% of the respondents use their mobile phones less than 1 year,
36% are using for 1-2 years, 24% are using for 2-3 years and 18% are using for above
4 years.

Table 4.6 The Main Reason For Using Mobile Phone

Reason Respondents Percentage

Calling 12 24%
Music/Videos 10 20%
Camera 8 16%
Social Media 20 40%
Total 50 100%
Figure :4.6
Source: primary data

Opinion Respondents Percentage

Yes 40 80%
No 10 20%
Total 50 100%

24%
Calling
40%
Music/Videos
Camera
20% Social Media

16%

Interpretation
Out of 50 respondents, 24% are using for calling, 20% for music/video, 16% for camera
and remaining 40% for social media.

Table 4.7 Satisfaction Of Present Mobile Phone

4.7 Satisfaction Of Present Mobile Phone

Source: primary data

Satisfaction of Present Mobile Phone

No
20%

Yes
80%

Yes No

Interpretation
Out of 50 respondents, 80% of the respondents are satisfied with their mobile phone
and only 20% are not satisfied with their mobile.

Table 4.8 Most Influencing Factor For The Selection Of Mobile Brand

Factors Respondents Percentage

Pricing 18 36%
Brand Image 15 30%
Specification 10 20%
Look/style 7 14%
 Total 50 100%

Source: primary data

14%
36%
20% Pricing
Brand Image
Specification
30% Look/style

Interpretation
The above data shows that out of 50 respondents, 36% respondents are influenced
by their pricing, 30% are influenced by brand image, 20% are influenced by
specification and 14% of the respondents are influenced by the look/ style of the
mobile phone

Table 4.9 Favourite Mobile Brand

Brand Name Respondents Percentage

Samsung 10 20%
 Apple 18 36%
Oneplus 8 16%
Realme 7 14%
Others 7 14%
Total 50 100%
Source: primary data

40%
35%
30%
25%
20%
15%
10%
5%
0%
Samsung Apple Oneplus Realme Others
20% 36% 16% 14% 14%

Interpretation
Out of 50 respondents, 20% prefer Samsung, 36% prefer Apple, 16% Oneplus, 14%
Realme and remaining 14% prefer other mobile phone brands.

Table 4.10 Impressing Specification

Specification Respondents Percentage

Camera 14 28%
 Latest Processor 7 14%
Sound 9 18%
Display 12 24%
Looks 8 16%
Total 50 100%
Source: primary data

16%
28%
Camera
Latest Processor
24%
Sound
14%
Display
18%
Looks

Interpretation
Out of 50 respondents, 28% consider camera as the most impressing specification,
14% consider latest processor, 18% sound, 24% consider display and the
remaining 16% consider looks as the most impressing factor.

Table 4.11 Physical Appearance Of The Mobile Phone

Appearance Respondents Percentage

Thin 30 60%
 Medium 15 30%
Thick 5 10%
Total 50 100%
Source: primary data

Thick Appearance
10%

Medium
30%

Thin
60 %

Thin Medium Thick

Interpretation
Out of 50 respondents, 60% prefer thin mobile phone, 30% prefer medium size and
10% prefer thick type of mobile phone.

Table 4.12 Willingness To Pay For A Mobile Phone

Amount Respondents Percentage

Upto 10000 10 20%
10000-20000 18 36%
 20000-40000 15 30%
Above 40000 7 14%
Total 50 100%
Source: primary data

Amount
Above 40000
14% Upto 10000
20%

20000-40000
30%

10000 -20000
36%

Upto 10000 10000 -20000 20000-40000 Above 40000

Interpretation
The chart shows that out of 50 respondents 20% are willing to pay upto 10000, 36%
are willing to pay 10000-20000, 30% are willing to pay 20000-40000 and 14% are
willing to pay above 40000.

Table 4.13 ADVERTISEMENT MEDIA

Media Respondents Percentage

TV 14 28%
Newspaper 10 20%
 Hoardings 8 16%
Online 18 36%
Total 50 100%
Source: primary data

40%
35%
30%
25%
20%
15%
10%
5%
0%
TV Newspaper Hoardings Online
28% 20% 16% 36%

Interpretation
Out of 50 respondents, 28% of the respondents get the advertisement about mobile
phone through TV, 20% get through Newspaper, 16% get through Hoardings, and 36%
get through Online

Table 4.14 Most Trending Mobile Brand

Mobile Respondents Percentage

Samsung 12 24%
 Apple 20 40%
Oneplus 8 16%
Realme 4 8%
Others 6 12%
Total 50 100%

Source: primary data

Trending Mobile Brand

Others

Realme

Oneplus

Apple

Samsung

0 5 10 15 20 25

Interpretation
Out of 50 respondents, 24% have an opinion that Samsung is the most trending
mobile phone brand, 40% thinks Apple , 16% thinks Oneplus, 8% thinks Realme and
12% thinks other mobile brands.
Table 4.15 Period Of Changing Mobile Phone

Period Respondents Percentage

Within 6 Months 3 6%
 6 Months to 1 Year 12 24%

1-2 Years 18 36%

After 2 Years 17 34%
Total 50 100%

Source: primary data

Within 6 Months
6%

After 2 Years
34% 6 Months to 1 Year
24%

1-2 Years
36%
Within 6 Months 6 Months to 1 Year 1-2Years After 2 Years

Interpretation
The chart shows that 6% of the respondents change their phone within 6 months, 24%
of them change mobile in 6 months to 1 year, 36% changes mobile in 1-2 years and
34% changes their mobile after 2 years.
Table 4.16 Attributes Check Before Purchasing A Mobile Phone

Attributes Respondents Percentage

Brand Value 20 40%
 After Sale Service 8 16%
Various Functionality 17 34%
Resale Value 5 10%
Total 50 100%

Source: primary data

Attributes
Resale Value
10%

Brand Value
40%

Various Functionality
34%

After Sale Service

16%
Brand Value After Sale Service Various Functionality Resale Value

Interpretation
Out of 50 respondents, 40% gives importance to brand value before purchasing a
mobile phone, 16% gives importance to after sale services, 34% gives importance to
various functionality and 10% gives importance to resale value.

Table 4.17 Most Brand Value

Mobile Respondents Percentage

Samsung 15 30%
 Apple 30 60%
Oneplus 4 8%
Realme 0 0%
Others 1 2%
Total 50 100%
Source: primary data

Mobile Brand
35

30
25
20

15

10

0
Samsung Apple Oneplus Realme Others

Interpretation
Out of 50 respondents, 30% thinks that Samsung has the most brand value, 60%
thinks Apple has the most brand value, 8% thinks Oneplus and 2% thinks other
mobile phone brands.
 CHAPTER 4

FINDINGS, SUGGESTIONS AND CONCLUSION

Findings
• Majority of the students are willing to pay for a mobile less than Rs20000 and
they spend according to their family income.
• Most of the students own a mobile phone.
• Majority of the students are using mobile phone since last 1-2 years.
• majority of the students are satisfied with their current phone.
• Most of the student use mobile phone to use social media and for calling
purposes.
• Pricing and brand image is the most influencing factor for buying a mobile
phone.
• Apple is the most favourite brand preferred by college students.
• Most of the student see advertisement online.
• Majority finds camera as the most impressing specification.
• Majority of the students changes their phone in 1-2 years.
• Majority of the respondent have a opinion that Apple is the trending and has the
most brand value.
Findings SUGGESTIONS

• Mobile phone brands should provide better after sale service.

• Companies should offer more mobile phones in the range of 10000.

• Apple should try to give their phone a most reasonable price and they should try
to launch a midrange phone.
• All companies should increase their distribution channel

• The companies should continue to work on the strategy of TQM

• New techniques of promotion are required to create awareness about the entire
range of company’s product as the consumer do not get satisfied with the
promotional policies of the companies.
Conclusion

To satisfy the consumers the producer must clearly understand their attitudes,
needs and expectations. From the above analysis it is concluded that the
respondents in Alphonsa college Thiruvambady are very well aware of the
mobile phones. Buyer is the focal point marketing. This generation of producers
is intelligent with regard to the application of procedures. They first want to find
out what the consumers want. They realize that only such products could be sold
to the satisfaction of the users and at a profit to the maker.
 BIBLIOGRAPHY

\
Articles
● Neema Negi, Naveen Kumar Pandey (2013) “Factors influencing brand
preference for mobile phones: With reference to Dehradun youth”
● Mohamed Ismail Mohamed Riyath, Sulaima Lebbe Musthafa(2014)
“Factors affecting mobile phone brand preference: empirical study on Sri Lankan
university students”
● Maheswari (2015) “A study on brand preference of mobile phone users in
Chidambaram town”
● Anthony Dadzie, Francis Boachie-Mensah (2011) “Brand preference for mobile
phone operator services in the Cape Coast Metropolis”
● Hao Jiang, Zhiyi Hu, Xianlong Zhao, Lintao Yang, Zhian Yang (2018)
“Exploring the users’ preference pattern of application services between
different mobile phone brands”
● Silvia Dewi Sagita Andik, Jono Munandar, Mukhamad Najib, Abdul Rashid
(2021) “Mobile Phone Brands Preferences Among Students:
Comparative Studies in Indonesia and Malaysia”
● Tafadzwa Ndadziyira “Brand preference for mobile phones among students at a
selected higher education institution”
● Akhila Thomas Abraham, Aneeta Anna Aniyan, Anu Varghese, Jeeba Bij( 2020)
“Customer Brand Preference of Mobile Phones at Hyderabad, India”
● V Maheswari (2015) “A study on brand preference of mobile phone users in
Chidambaram town”
● Kameswara Rao Poranki (2016) “Customer Brand Preference of Mobile Phones
at Hyderabad, India”
● YOHANES TADESE (2019) “Brand Preference for Mobile Phones Among
Students (The Case of Saint Marry University Postgraduate
Students)”
● Mohamed Ismail Mohamed Riyath, Sulaima Lebbe Musthafa (2014)
“Factors affecting mobile phone brand preference: empirical study on Sri Lankan
university students”
● Kameswara Rao Poranki, Mukhtar Yahia Ahmed GumaaMBA, Asif
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Website

• WWW.trai.gov.in

• www.google.com
• en.wikipedia.org
• www.ask.com
• www.quora.com
• www.scribd.com
APPENDIX
 Questionnaire
1.Name:

2.Age:

3.Gender: Male ☐ Female ☐

4.Occupation of Father: Self Employed ☐ Professional ☐

Business ☐ Others ☐

5.Income level (per month): Less than 20000 ☐ 20000-30000 ☐

30000-40000 ☐ Above 40000 ☐

6.Education Level (Parent): Primary ☐ Secondary ☐

University & above ☐

7.Do you have a mobile phone?

Yes ☐ No ☐

8.Which mobile phone are you using currently?

Samsung ☐ Apple ☐ Realme ☐ Oneplus ☐ Others ☐

9.How long you are using mobile phone?

Less than 1 year ☐ 1 year to 2 year ☐

2 year to 4 year ☐ More than 4 year ☐

10.What is the main reason for using mobile phone?

 Calling ☐ Music/Video ☐ Camera ☐ Social Media ☐

11.Are you satisfied with your phone?

Yes ☐ No ☐

12.Which is the most influencing factor for the selection of your mobile phone?

Pricing ☐ Brand Image ☐ Specifications ☐ Look/Style ☐

13.Which is your favourite mobile brand?

Samsung ☐ Apple ☐ Realme ☐ Oneplus ☐ Others ☐

14.Which of the following specification would impress you the most?

Camera ☐ Latest processor ☐ Sound ☐ Display ☐ Looks ☐

15.Give preference regarding the physical appearance of the mobile phone

Thin ☐ Medium ☐ Thick ☐

16.How much are you willing to pay for a mobile phone?

Upto 10000 ☐ 10000 to 20000 ☐ 20000 to 40000 ☐ Above 40000 ☐

17.Through which media do you get mobile phone related advertisements?

Television ☐ Newspaper ☐ Hoardings ☐ Online ☐

18.In your opinion which is the most trending mobile brand?

Samsung ☐ Apple ☐ Realme ☐ Oneplus ☐ Others ☐

19.How frequently do you change your mobile phone?

Within 6 months ☐ 6 months to 1 year ☐

 1 year to 2 year ☐ After 2 year ☐

20.Which of the following attributes do you check before purchasing a new mobile

phone?

Brand Value ☐ After sale service ☐

Various functionality ☐ Resale value ☐

21.Which mobile has the most brand value?

Samsung ☐ Apple ☐ Realme ☐ Oneplus ☐ Others ☐