A STUDY ON BRAND PREFERENCE OF MOBILE PHONES

AMONG INDIVIDUALS IN KODUVALLY AREA

PROJECT REPORT
SUBMITTED TO THE UNIVERSITY OF CALICUT FOR THE PARTIAL
FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

UNIVERSITY OF CALICUT

SUBMITTED BY

SALMANUL FARIS

KAAUBBAR21

UNDER THE GUIDANCE OF

Mr.SIYAD.PK

(ASSISTANT PROFESSOR, DEPARTMENT OF COMMERCE

AND MANAGEMENT STUDIES)

DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES

KMO ARTS AND SCIENCE COLLEGE KODUVALLY

MARCH 2023
 DECLARATION

I SALMANUL FARIS hereby declare that this project work entitled “A STUDY
ON BRAND PREFERENCE OF MOBILE PHONES AMONG
INDIVIDUALS IN KODUVALLY AREA” is a genuine work done by me
during the period of study in KMO ARTS AND SCIENCE COLLEGE,
KODUVALLY under the guidance of Mr. SIYAD.PK, Assistant Professor
DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES, for the
partial fulfillment of requirements for the award of BACHELOR OF BUSINESS
ADMINISTRATION.The observations in this report were based on the
information collected by me.

I also declare that this report has not been previously submitted by me fully
or partially for the award of any degree, diploma, title or recognition before.

PLACE: SALMANUL FARIS

DATE: KAAUBBAR21
DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES
KMO ARTS AND SCIENCE COLLEGE KODUVALLY

CERTIFICATE

This is to certify that report entitled “A STUDY ON BRAND PREFERENCE

OF MOBILE PHONES AMONG INDIVIDUALS IN KODUVALLY
AREA.” Is a bonafide work done by SALMANUL FARIS(KAAUBBAR21).
Under my supervision and guidance. He is allowed to submit this report.

SIYAD.PK

(Assistant Professor, Department of commerce and management studies)

DEEPA. PM

(Head of the Department, Department of commerce and management studies)

PLACE:

DATE:
 DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES
KMO ARTS AND SCIENCE COLLEGE KODUVALLY

CERTIFICATE

This is to certify that report entitled “A STUDY ON BRAND

PREFERENCE OF MOBILE PHONES AMONG INDIVIDUALS IN
KODUVALLY AREA.” Is a bonafide work done by SALMANUL FARIS
Submitted to the University of Calicut for the partial fulfillment of BACHELOR
OF BUSINESS ADMINISTRATION.

INTERNAL EXAMINER .......................... EXTERNAL EXAMINER .........................

 ACKNOWLEDGEMENT
This study would be incomplete without acknowledging my sincere gratitude to
those who have helped me in my effort to make this report possible in time. First
and foremost, I thank the almighty for giving me courage and wisdom to take up
the initiative to complete this project. It is with great pleasure , that I express my
sincere gratitude to my guide , SIYAD. PK Assistant professor , Department of
Commerce and Management Studies , KMO ARTS AND SCIENCE COLLEGE
KODUVALLY , whose enduring guidance has helped me to complete this project
work successfully . I am also grateful to all participants of the survey, and I wish
to express my thanks to my parents and friends for their valuable advice and
assistance in preparing this report. I would also like to thank all faculty members
of Department of Commerce for their guidance and cooperation.

PLACE: SALMANUL FARIS

DATE :
 CONTENTS

CHAPTER
TITLE PAGE NO.
NO.

1 INTRODUCTION 1-6

2 REVIEW OF LITERATURE 7-10

THEORETICAL FRAME
3 11-14
WORK
DATA ANALYSIS AND
4 15-33
INTERPRETATION

FINDINGS,
5 SUGGESTIONS 34-37
AND CONCLUSIONS

BIBLIOGRAPHY 38-39

APPENDIX 40-44
 LIST OF TABLES AND CHARTS

SL. TITLE PAGE

NO. NO.

4.1 Age group of individuals 16

4.2 Gender of individuals 17
4.3 Monthly income of individuals 18
4.4 Brand of phones used by individuals 19
4.5 Most used feature in individuals mobile phone 20
4.6 Latest mobile facilities which individuals are aware of 21
4.7 First preference of individuals on mobile brands 22

4.8 Reason for individuals mobile brand preference 23

4.9 The amount ,which individuals are willing to pay for a 24
mobile phone
4.10 The feature which individuals look most in mobile phones 25

4.11 Type of mobile phone individuals prefer 26

4.12 Individuals how happy with their mobile phone 27
4.13 Individuals again purchase the existing brand 28

4.14 Upgrade of mobile phones among individuals 29

4.15 Ideal phone screen size of mobile phones 30

4.16 Where the individuals see the mobile advertisements 31

4.17 The attractiveness of advertisement 32

4.18 Problem which individuals faced in their mobile phone 33

 CHAPTER 1
INTRODUCTION

1
INTRODUCTION

The mobile phone industry is one of the fastest-moving industries in the world.
The market is growing rapidly with ever-emerging technologies and innovation.
The industry is highly concentrated, consisting of smart phones. In this era,
Mobile phones are the important gadgets required for a person. By using smart
phones we can call, shop through online, mobile banking, bill payment etc

Mobile phones markets are one of the most turbulent market environments
today due to increased competition and change. In fact, it is of growing concern
to look at customers buying decision process and cast light on the factors that
finally determine consumer choices between different mobile phone
brands.Switching mobile phone brands and updating one with latest technology
in mobile brands has been in the increasing trend as well.
Mobile brand preference could be related with various other factors like age
group, gender and price of phone, family monthly income, mobile usage purpose,
brand attributes and many more. When we prefer a mobile phone, we focus on
brand value and the facilities available in that phone. Branded products are good
in quality and on performance. Also there is a trend of changing mobile phones
after one or two years. So buying low cost phones with many features are
preferred by much people. But some people focus on quality of the product. I.e.
build quality and other bad effects of low cost phones. So these people prefer
good phones. i.e. Good in build quality and less bad effect on health etc. This
research study deals with consumer’s choice criteria in mobile phone markets by
studying factors that influence intension to acquire new phones on one hand and
factors that influence on mobile phone change on the other.

2
 STATEMENT OF THE PROBLEM

The main purpose of the study is to analysis the brand preference of mobile
phones among individuals in koduvally area. This study is conducting due to
importance of mobile phones in modern world.

OBJECTIVES OF THE STUDY

➢ To analyze the preference of individuals towards the features of mobile phones

➢ To find level of satisfaction of individuals towards various brands
➢ To know which advertising media affect individuals purchase decision

SCOPE OF THE STUDY

The findings of this study will help marketers understand brand preference
practices in mobile phone market. It will give information about level of customer
involvement in brand searching, analyzing attributes and brand choice for the high
involvement of purchase of mobile phones. It will be useful in creating most
favorable brand by knowing the buyer perception and response. Marketers can
trace out important reasons for brand preference and can focus according to
choice, perception and preference of buyers.

3
RESEARCH METHODOLOGY

Methodology is a way to solve the research problem systematically. It includes

various steps that are generally adopted by the researcher studying research
problem along with logic behind them. The study is designed on the descriptive
study conducted through well framed questionnaire.

Research design

Descriptive research design is used for this study. A research design is the overall
operational pattern or frames work of the project that is stimulated the information
is to be collected from which source and what procedures. A research design might
be described series of advance decision that taken together from a specific master
plan or model for the conduct of the investigation.

Sample design

Convenience sampling method is used for this study. Convenience sampling

method that realize on data collection from population members, who are
conveniently available to participate in study.

Sample unit

The study is conducted in koduvally area

Sample Size

50 samples are conveniently chosen for conducting this study. A survey is

conducted after taking a sample as a representation of total population. The
sample size for the research was fixed at 50.

4
 Period of Study

The study was conducted for a period of one semester and report prepared
within 21 days before ending of sixth semester

SOURCE OF DATA

➢ Primary source-Primary source also called original sources or evidence

sources. It provides direct or first-hand evidence about an event, object, person
or work of art. It’s a document or recording or other source of information that
was created at the time under study. Primary data were collected from
respondents through questionnaire.
➢ Secondary source-Secondary source is a process of describes, discuss,
interpret, comments, analysis,evaluate and summarize. It is the conclusions
aboutthe event reported in primary sources. These are usually in the forms of
published works such as journal articles or books that discuss or evaluate
someone else’s original research. Here the data is obtained from the internet,
newspaper articles etc...

TOOLS FOR DATA COLLECTION

Questionnaire-A well structured questionnaire was used for data collection

5
TOOLS FOR DATA ANALYSIS

Tools-Statistical Tools like Bar diagram, pie diagram,Tabular presentations etc

are used for data collection

LIMITATIONS OF THE STUDY

• Sample size is restricted to 50 individuals which is not present entire population

• The scope of the project is limited to Koduvally area. So we cannot say that the

same response will exist throughout all places

• Sometimes the responses maybe influenced by personnel prejudice and bias.

6
 CHAPTER 2
REVIEW OF LITERATURE

7
REVIEW OF LITERATURE

Many empirical studies have been conducted on the subject of brand preference
of mobile phones in India and abroad. The major emphasis of research has been
on various factors like price of mobile phones, their functionality etc.

Two studies were conducted by karjaluotoet. Karvonen, Kesti,

Koivumaki, Manninen, Pakola, Ristola, Salo, in their article “Factor Affecting
Consumer’s Choice on Mobile Phone: Two studies from Finland” published in
Journal of Euro Marketing, in 2005 on factors affecting consumer choice of
mobile phones. With the use of a series of focus interviews (study 1) 79 graduate
students followed by a survey (study 2) of 196 respondents. It was found that
although the choice of a mobile phone is subjective choice situation. There are
some general factors that seem to guide the choices. The two studies show that
while technical problems are the basic reason to change mobile phone amongst
students, price, brand, interface and properties are the most influential factors
affecting the actual choice between brands. Further the study found strong
evidence that although mobile phones are developing at a rapid pace closer to
personal digital assistants, many consumers tend to be unaware of the properties
and services the new models in the market contain.

Market Analysis and Consumer Research Organization has presented a report on,
“A study of Mobile Phone Usage among the Teenager and Youth in Mumbai”
They have attempted to study the attitude of teenager towards cellular phones and
enumerate the pattern and arrive peculiarities gender wise. Further they have
examined the way young people relate to the functionality of mobile phones as
well as assess observable phenomena. It was analyzed that majority of
respondents perceive cell phone as the technology that offers convenience and
makes their life easier.

8
 J. Pakola, M.Pietila and R.Svento (2003) in their article titled, “An
Investigation of Customer Behavior in Mobile Phone Markets in Finland” have
indicated that price and properties are the major influential factors affecting the
purchase of a new mobile phone, whereas audibility, price and friends are
regarded as the most important in choice of the mobile phone operators.
Customers have certain amount of self-knowledge about telephone features,
connection fee, access cost, mobile-to-mobile phone rates, call rates and free calls
which are related to mobile phone purchasing respondents. He has stated that
customers with prior experience about a product can be able predict their choices
relatively well but tend to overestimate the importance of a monthly access fee,
mobile-to-mobile rates and connection fees.

Heikki Karjaluoto, Jari Karvonenetal (2005) had analyzed that Mobile phone
markets are one of the most turbulent market environments today due to increased
competition and change. Thus, it is of growing concern to look at consumer
buying decision process and cast light on the factors that finally determine
consumer choices between different mobile phone brands. On this basis, this
research deals with consumers’ choice criteria in mobile phone markets by
studying factors that influence intention to acquire new mobile phones on one
hand and factors that influence on mobile phone change on the other are some
general factors that seem to guide the choices. The two studies show that while
technical problems are the basic reason to change mobile phone among students;
price, brand, interface, and properties are the most influential factors affecting the
actual choice between brands.

Chu-Mai Liu (2002), inferred that Branding is important to manufacturers,

retailers and consumers. Brands with higher brand equity have higher sales. The
growth of mobile phone subscriptions is considerably faster in the Philippines.

9
Advertising and promotion are undertaken through cooperation between the
service providers and mobile phone manufacturers. The study tries to find out the
effects of the different activities on consumer choice of mobile phone brands.
Androulidakis, G. Kandus (2011) correlated the brand of mobile phone to
user’s security practices, Users show different behavior in an array of
characteristics, according to the brand of the mobile phone they are using. As
such, there is a categorization of areas, different for each brand, where users are
clearly lacking security mind, possibly due to lack of awareness. Such a
categorization can help phone manufacturers enhance their mobile phones in
regards to security, preferably transparently for the user.

Tajzadeh Namin A.A, Rahmani Vahid, Tajzadeh Namin Aidin (2012)

analyzed that the process of deciding over (choosing) a brand may be influenced
by situation and content. The findings suggest a significant relationship between
the variables “brand attitude”, “corporate attitude”, and “product (cell phone)
choice”. In addition, no significant relationship was found between individual
decision making processes (independent or mediated) and product choice

10
 CHAPTER 3
THEORETICAL FRAME WORK

11
MOBILE PHONE

Mobile phones are portable telephone device that does not require the use of
landlines. Mobile phones utilize frequencies transmitted by cellular towers to
connect the calls between two devices. Mobile phones may also be referred to as
wireless or cellular phones. Presently technological advancements have made our
life easy. Today, with the help of a mobile phone we can easily talk or video chat
with anyone across the globe by just moving our fingers. Most importantly, we
also click photos and record videos through our mobile's camera. The phones of
this age are known as smartphones

BENEFITS OF MOBILE PHONES

• Mobile phones helps to communicate easily

• Mobile phones can be used for promoting a business
• Its helpful in emergency situations
• It can be used for entertainment
• It helps to earn money

THE GLOBAL CELLULAR MOBILE INDUSTRY

The cell phone industry is one of the fastest-moving industries in the world. The
market is growing rapidly with ever-emerging technologies and innovation. The
industry is highly concentrated, consisting of smart phones and feature phone
segments.

12
 Cellular phones with basic facilities such as text messaging, voice calling,
audio and video visualization and camera are referred to as mobile phones.
Cellular phone that offer advanced computing abilities such as Wi-Fi , web
browsing, third party applications and mobile payments, solutions for information
management, such as documents, Emails and contacts, inbuilt GPS applications
and provide features such as voice and video calls and web access are referred to
as smart phones. Currently mobile phones and smart phones market is
experiencing proliferation owing to factors such as decreased cost, improved
design and functionalities like enhancement in mobile browsing and emails
services, emergence of new network technologies which included 3G and4G,
improved professional, personal data supervision and the standardization andup-
gradation of all operating systems.

The market is highly competitive with major players facing strong

competition from the regional players thus creating difficulties for vendors retain
their market shares. For instance, Nokia has lost a considerable amount of market
share in the past two years. Android, iPhone OS, Blackberry OS, Symbian and
Windows are some of the operating system used in the Smartphone. iPhone
operating system has recently witnessed a high growth rate in North America and
is anticipated to grow in the forecast period as well. Increase in penetration of
internet with technological advancements and up gradation of the network
infrastructure is contributing to the growth of the market.Cellular companies and
internet providers plays a crucial role in evolution of mobile communications and
information society

13
TELECOM INDUSTRY IN INDIA

India is currently the world’s second-largest telecommunications market and has

registered strong growth in the past decade and half. The Indian mobile economy
is growing rapidly and will contribute substantially to India’s Gross Domestic
Product (GDP), according to report prepared by GSM Association (GSMA) in
collaboration with the Boston Consulting Group (BCG). The liberal and reformist
policies of the Government of India have been instrumental along with strong
consumer demand in the rapid growth in the Indian telecom sector. The
government has enabled easy market access to telecom equipment and a fair and
proactive regulatory framework that has ensured availability of telecom services
to consumer at affordable prices. The deregulation of Foreign Direct Investment
(FDI) norms has made the sector one of the fastest growing and a top five
employment opportunity generator in the country. The Indian telecom sector is
expected to generate four million direct and indirect jobs over the next five years
according to estimates by Randstad India. The employment opportunities are
expected to be created due to combination of government’s efforts to increase
penetration in rural areas and the rapid increase in smart phone sales and rising
internet usage.

BEST SELLING SMART PHONES BRANDS IN INDIA

• Apple (iPhone)

• Samsung

• Oppo

• Xiaomi/Redmi

• Realme

• Oneplus,etc..

14
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

15
 TABLE 4.1

TABLE SHOWING AGE GROUP OF INDIVIDUALS

Age No. of individuals Percentage

Less than 18 6 12%

18 - 30 28 56%

30 - 40 9 18%

Above 40 7 14%

Total 50 100 %

Source: Primary data

CHART 4.1

CHART SHOWING AGE GROUP OF INDIVIDUALS

14% 12%

18%

56%

Less than 18 18-30 30-40 above 40

INTERPRETATION

Out of the 50 respondents, most values are in 18-30 Age group.

16
 TABLE 4.2

TABLE SHOWING GENDER OF INDIVIDUALS

Gender No. of individuals Percentage

MALE 34 68%

FEMALE 16 32%

OTHERS 0 0%

Total 50 100

Source: Primary data

CHART 4.2

CHART SHOWING GENDER OF

INDIVIDUALS

INTERPRETATION

From the above, out of the 50 respondents, 34 were male and 16 were female.

17
 TABLE 4.3

TABLE SHOWING MONTHLY INCOME OF INDIVIDUALS

Category No. of Percentage

individuals
Less than 20000 19 38%

20000 – 40000 14 28%

40000 - 60000 11 22%

60000 & above 6 12%

Total 50 100

Source: Primary data

CHART 4.3

CHART SHOWING MONTHLY INCOME OF

INDIVIDUALS

INTERPRETATION

We can conclude that, Incomes of 38% of respondents were less than 20000

and28% of respondent’s falls in between 20000 – 40000.

18
 TABLE 4.4
TABLE SHOWING BRAND OF PHONES USED BY
INDIVIDUALS

SL.NO OPINION RESPONDENT PERCENTAGE

1 SAMSUNG 9 18%

2 HTC 1 2%

3 APPLE 22 44%

4 MOTOROLA 1 2%

5 LG 1 2%

6 LENOVO 2 4%

7 XIAOMI 9 18%

8 OTHERS 5 10 %

TOTAL 50 100%

Source: Primary data

CHART 4.4

CHART SHOWING BRAND OF PHONES USED BY

INDIVIDUALS
OTHERS 10%

XIAOMI 18%

LENOVO 4%

LG 2%

MOTOROLA 2%

APPLE 44%

HTC 2%

SAMSUNG 18%

0% 10% 20% 30% 40% 50%

INTERPRETATION

From the above we can conclude that out of the 50 respondents, 44% are
using apple, 18% are using samsung,18% are using xiaomi,2% are using
Motorola,4%are using Lenovo,2% are using HTC, 2% are using LG,10%
others.

19
 TABLE 4.5
TABLE SHOWING MOST USED FEATURE IN
INDIVIDUAL’S
MOBILE PHONE
SL.NO OPINION RESPONDENT PERCENTAGE

1 TEXT MESSAGING 7 14%

2 INTERNET BROWSER 7 14%

3 GAMES APPLICATION 1 2%

4 E-MAIL 1 2%

5 CALLS 4 8%

6 VIDEO CALLS 1 2%

7 SOCIAL NETWORKING 23 46%

8 ENTERTAINMENT 6 12%

TOTAL 50 100

Source: Primary data

CHART 4.5

CHART SHOWING MOST USED FEATURE IN

INDIVIDUAL’S
MOBILE PHONE

INTERPRETATION
Out of the 50 respondents, 46% of using their phone for social networking
purpose, 12% is using for entertainment purpose and rest for others

20
 TABLE 4.6
TABLE SHOWING LATEST MOBILE FACILITIES
WHICH INDIVIDUALS ARE AWARE OF
SL.NO OPINION RESPONDENT PERCENTAGE
1 5G 21 42%
2 WATER PROOF 8 16%
3 DUST PROOF 0 0%
4 FAST CHARGING 13 26%
5 GORILLA GLASS 6 12%
6 OTHERS 2 4%
TOTAL 50 100%

Source: Primary data

CHART 4.6
CHART SHOWING LATEST MOBILE FACILITIES WHICH
INDIVIDUALS ARE AWARE OF

CHART
4%
12%

42%

26%

0%
16%

5G WATERPROOF DUST PROOF FAST CHARGING GORILLA GLASS OTHERS

INTERPRETATION

Majority of the individuals are aware of the latest mobile facilities. 5G - 42%, 26%
- fast charging and 16% - water proof.

21
 TABLE 4.7
TABLE SHOWING FIRST PREFERENCES OF
INDIVIDUALS ON MOBILE BRANDS
SL.NO OPINION RESPONDENT PERCENTAGE

1 SAMSUNG 10 20%

2 HTC 4 8%

3 APPLE 18 36%

4 MOTOROLA 5 10%

5 LG 0 0%

6 LENOVO 4 8%

7 XIAOMI 7 14%

8 OTHERS 2 4%

Source: Primary data

CHART 4.7

CHART SHOWING FIRST PREFERENCES OF

INDIVIDUALS ON MOBILE BRANDS

INTERPRETATION

From the above most of the Individuals prefer Apple as their 1st choice.

22
 TABLE 4.8

TABLE SHOWING THE REASON FOR INDIVIDUALS

MOBILE BRAND PREFERENCE
SL.NO OPINION RESPONDENT PERCENTAGE

1 DESIGN 5 10%

2 PRICE 8 16%

3 FUNCTIONS 13 26%

4 QUALITY 16 32%

5 BRAND IMAGE 8 16%

6 OTHERS 0 0%

TOTAL 50 100%

Source: Primary data

CHART 4.8

CHART SHOWING THE REASON FOR INDIVIDUALS

MOBILE BRAND PREFERENCE

INTERPRETATION

32% of individuals preferred those brands because of the quality.

23
 TABLE 4.9

TABLE SHOWING THE AMOUNT, WHICH THE

INDIVIDUALS ARE WILLING TO PAY FOR A MOBILE
PHONE
SL.NO OPINION RESPONDENT PERCENTAGE
1 LESS THAN 10000 9 18%
2 10000 - 20000 23 46%
3 20000 - 40000 13 26%
4 40000 & Above 5 10%
TOTAL 50 100%
Source: Primary data

CHART 4.9

CHART SHOWING THE AMOUNT, WHICH

THE INDIVIDUALS ARE WILLING TO PAY
FOR A MOBILE PHONE

10%
18%

26%

46%

LESS THAN 10000 10000-20000 20000-40000 40000 & ABOVE

INTERPRETATION

46% of Individuals are willing to pay 10000 – 20000 for a mobile phone and
26% of them are willing pay 20000 – 40000.

24
 TABLE 4.10

TABLE SHOWING THE FEATURE WHICH INDIVIDUALS

LOOK
MOST IN MOBILE PHONES
SL.NO OPINION RESPONDENT PERCENTAGE
1 RAM 8 16%
2 DESIGN 6 12%
3 SIZE 5 10%
4 STORAGE SPACE 9 18%
5 CAMERA QUALITY 10 20%
6 FUNCTIONS 12 24%
7 OTHERS 0 0%
TOTAL 50 100%
Source: Primary data

CHART 4.10

CHART SHOWING THE FEATURE WHICH INDIVIDUALS

LOOK MOST IN MOBILE PHONES

INTERPRETATION

Functions are the most important feature attracted by the individuals and 20% of
individuals are attracted by camera quality.

25
 TABLE 4.11
TABLE SHOWING TYPE OF MOBILE PHONE
INDIVIDUALS PREFER
SL.NO OPINION RESPONDENT PERCENTAGE

1 PLAIN OLD CELL PHONE 0 0%

2 ANDROID 26 52%

3 IPHONE 19 38%

4 SYMBIAN 0 0%
5 BLACK BERRY 3 6%
6 WINDOWS MOBILE 2 4%
7 OTHERS 0 0%

TOTAL 50 100%
Source: Primary data

CHART 4.11

CHART SHOWING TYPE OF MOBILE PHONE

INDIVIDUALS PREFER

INTERPRETATION

Out of the 50 respondents, Most of the individuals preferred Android because of

quality and various features available in it.

26
 TABLE 4.12

TABLE SHOWING INDIVIDUALS HOW HAPPY WITH

THEIR MOBILE PHONE

SL.NO OPINION RESPONDENT PERCENTAGE

1 EXTREMELY HAPPY 11 22%

2 HAPPY 28 56%

3 NEUTRAL 8 16%

4 UNHAPPY 2 4%

5 EXTREMELY UNHAPPY 1 2%

TOTAL 50 100%
Source: Primary data

CHART 4.12

CHART SHOWING INDIVIDUALS HOW HAPPY WITH THEIR

MOBILE PHONE

INTERPRETATION

Out of 50 respondents, 56% of Individuals are happy with present phone, 22%
are extremely happy.

27
 TABLE 4.13

TABLE SHOWING INDIVIDUALS AGAIN PURCHASE THE

EXISTING BRAND
SL.NO OPINION RESPONDENT PERCENTAGE

1 YES 28 56%

2 NO 8 16%

3 MAY BE 14 28%

TOTAL 50 100%

Source: Primary data

CHART 4.13

CHART SHOWING INDIVIDUALS AGAIN PURCHASE THE

EXISTING BRAND

INTERPRETATION

56% of individuals are ready to purchase the existing brand and 28% of students
are not sure about their next brand.

28
 TABLE 4.14

TABLE SHOWING UPGRADE OF MOBILE PHONES AMONG

INDIVIDUALS
SL.NO OPINION RESPONDENT PERCENTAGE

1 LESS THAN 1 YEAR 16 32%

2 1 – 2 YEAR 20 40%

3 2 – 4 YEAR 10 20%

4 ABOVE 4 YEARS 4 8%

5 OTHERS 0 0%

TOTAL 50 100%
Source: Primary data

CHART 4.14

CHART SHOWING UPGRADE OF MOBILE PHONES AMONG

INDIVIDUALS
8%

32%
20%

40%

LESS THAN 1 YEAR 1-2 YEAR 2-4 YEARS ABOVE 4 YEARS

INTERPRETATION

Most of the individuals upgrade their phones between in 1-2 years and
32% ofindividuals upgrade within 1 year.

29
 TABLE 4.15
TABLE SHOWING IDEAL PHONE SCREEN SIZE OF MOBILE
PHONES
SL.NO OPINION RESPONDENT PERCENTAGE

1 LESS THAN 4 INCHES 1 2%

2 4 INCHES – 4.7 INCHES 20 40%

3 5 INCHES – 5.5 INCHES 25 50%

4 5.5 INCHES & ABOVE 4 8%

TOTAL 50 100%

Source: Primary data

CHART 4.15

CHART SHOWING IDEAL PHONE SCREEN SIZE OF MOBILE

PHONES

INTERPRETATION

50% of respondents preferred 5-5.5 inches as their ideal phone screen size and
40% preferred 4-4.7 inches.

30
 TABLE 4.16

TABLE SHOWING WHERE THE INDIVIDUALS SEE THE

MOBILE ADVERTISEMENTS
SL.NO OPINION RESPONDENT PERCENTAGE

1 TV 12 24%

2 NEWS PAPER 5 10%

3 MAGAZINE 3 6%

4 ONLINE 29 58%

5 OTHERS 1 2%

TOTAL 50 100%

Source: Primary data

CHART 4.16

CHART SHOWING WHERE THE INDIVIDUALS SEE THE

MOBILE ADVERTISEMENTS

INTERPRETATION

From the above we can conclude that online advertisement is most popular
among individuals.

31
 TABLE 4.17
TABLE SHOWING THE ATTRACTIVENESS OF
ADVERTISEMENT
SL.NO OPINION RESPONDENT PERCENTAGE

1 SAMSUNG 23 46%

2 HTC 2 4%

3 APPLE 14 28%

4 MOTOROLA 3 6%

5 LG 0 0%

6 LENOVO 4 8%

7 XIAOMI 4 8%

8 OTHERS 0 0%

TOTAL 50 100%

Source: Primary data

CHART 4.17

CHART SHOWING THE ATTRACTIVENESS OF

ADVERTISEMENT

INTERPRETATION

Samsung have the most attractive advertisement.

32
 TABLE 4.18
TABLE SHOWING THE PROBLEM WHICH INDIVIDUALS
FACED IN THEIR MOBILE PHONE
SL.NO OPINION RESPONDENT PERCENTAGE
1 HEATING ISSUE 18 36%
2 NETWORK ISSUE 3 6%
3 HANG PROBLEM 6 12%
4 BATTERY LEAKAGE 16 32%
5 NOTHING 7 14%
TOTAL 50 100%
Source:Primary data

CHART 4.18

CHART SHOWING THE PROBLEM WHICH INDIVIDUALS

FACED IN THEIR MOBILE PHONE
CHART
12% 14%

6%

32%

36%

NOTHING BATTERY LEAKAGE HEATING ISSUE NETWORK ISSUE HANG PROBLEM

INTERPRETATION

36% of the respondents are facing heating issues and 32% facing battery leakage.

33
 CHAPTER 5

FINDINGS, SUGGESTIONS & CONCLUSION

34
FINDINGS

➢ Most of respondent’s income (per month) is less than 20000.

➢ In Koduvally Area, Most of the individuals are using Apple phones (44%).

➢ For most of the individuals, Quality is the first reason for using their mobile
phone. Second they prefer functions of the mobile phone.
➢ Mostly individuals use the phone for social networking purposes.

➢ 56% of respondents are happy with their mobile phones and 22% are
extremely happy.
➢ Most of the individuals are interested to purchase the existing brands.

➢ Most of the individuals upgrade their mobile phone between 1-2 years.

➢ Samsung have the most attractive advertisement.

➢ Functions are the most attractive feature in a mobile phone.

➢ Most of the individuals see mobile advertisement in online.

➢ Most favorite brand among the individuals in Koduvally Area is Apple

and least favorite is LG.
➢ Most of the individuals are willing to pay 10000-20000 for a mobile phone.

➢ 5- 5.5 inches is their ideal phone screen size.

35
SUGGESTIONS

➢ Mobile companies need to fix affordable price for mobile phones.

➢ Take necessary steps for reducing battery leakage and hang problems.

➢ Mobile companies must solve the heating issues.

➢ Improve security measures for android phones.

➢ Mobile companies should market through various online platforms are

more effective.
➢ Provide full network accessibility for individuals.

36
CONCLUSION

As the time has moved on, the users of mobile phones have increased
tremendously. The uses of mobile phones for making phone calls have changed
with the introduction of smart phones and wireless technology. User preference
has shifted from using mobile phone merely as a means of communication to
using it as a storage device, getting connect to social media and conducting
business through mobile phones and making lot of money. The individuals in
Koduvally Area choose mobile brands on the Basis of their price and quality of
mobile phone. Most of the individuals in Koduvally Area have a mobile phone
and most them own a brand which costs between 10000 and 40000. Since mobile
phones are effective and convenient mediumfor communication, they have a
positive influence in the daily routines.

37
BIBLIOGRAPHY

38
 BIBLIOGRAPHY

BOOKS

❖ RESEARCH METHODOLOGY – C.R. Kothari

❖ MARKETING MANAGEMENT - V.S.Ramaswamy,
S.Namakumari
❖ OPERATION RESEARCH- Dr.P.R. Vittal

WEBSITES

❖ www.google.com
❖ www.wikipedia.com
❖ www.gsmarena.com

39
APPENDIX

40
 QUESTIONNAIRE

“A STUDY ON BRAND PREFERENCE OF MOBILE PHONES

AMONG INDIVIDUALS IN KODUVALLY AREA”

I Salmanul Faris, The BBA student of KMO arts and science college, Koduvally.
Questionnaire is formed to collect information on Brand preference of mobile
phones among individuals in koduvally area

Name:

Age :

1) How much is your income?

a) Less than 20000
b) 20000-40000
c) 40000-60000
d) 60000& above

2) What brand of phone are you using?

a) Samsung
b) LG
c) Apple
d) HTC
e) Lenovo
f) Xiaomi
g) Motorola
h) Others

41
3) What is the problem which you face in your mobile phone?
a) Heating issue
b) Hang problem
c) Network issue
d) Battery leakage
e) Nothing

4) Please write the model of your phone

5) What are the reasons for using the above mentioned model?
a) Camera
b) Processor
c) Brand image
d) Display quality
e) Screen size
f) RAM
g) Internal storage
h) Others

6) What is most used feature in your phone?

a) Social networking
b) Text messaging
c) Entertainment
d) Games
e) Calls
f) Internet browser
g) Video calls
h) E-mail

7) How happy are you with your phone?

a) Extremely happy
b) Happy
c) Neutral
d) Unhappy
e) Extremely unhappy

8) Will your next phone be the same brand?

a) Yes
b) No
c) Maybe

42
9) How often do you upgrade your mobile phone?
a) Less than 1 year
b) 1-2 years
c) 2-4 years
d) Above 4 years

10) Latest mobile facilities which you are aware of?

a) Fast charging
b) Gorilla glass
c) Dust proof
d) 5G
e) Water proof

11) What type of mobile phone do you prefer?

a) Android
b) iPhone
c) windows
d) Symbian
e) Blackberry
f) old cell phone

12) Choose your first preference in mobile brands?

a) Samsung
b) Apple
c) LG
d) HTC
e) Xiaomi
f) Motorola
g) Lenovo

13) Why you prefer those brands?

a) Design
b) Functions
c) Brand image
d) Price
e) Quality

43
14) What is your ideal phone screen size?
a) Less than 4 inches
b) 4-4.7 inches
c) 5-5.5 inches
d) 5.5 inches& above

15) How much you are willing to pay for a phone?

a) Less than 10000
b) 10001-20000
c) 20001-40000
d) 40001&above

16) Where do you often see the mobile advertisement?

a) TV
b) Magazine
c) News paper
d) Online
e) Others

17) Which brand has most attractive advertisement?

a) Samsung
b) Apple
c) Xiaomi
d) LG
e) HTC
f) Lenovo
g) Motorola

18) Which of the following would impress you the most?

a) RAM
b) Size
c) Design
d) Storage
e) Functions

44