Most preferred mobile handset used by Indian

consumer

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 MGM’s

Institute of Management Studies & Research

MGM Educational Campus, Sector 1, Kamothe – 410 209

PROJECT

REPORTON

Most preferred mobile handset used by Indian consumer

SUBMITTED TO

MGM’S INSTITUTE OF MANAGEMENT STUDIES

&
RESEARCH,NAVI MUMBAI
BY
SHANKARANAND RAMESH PALLERLA
Roll No. 03

Batch. 2022-24

IN PARTIAL FULFILLMENT OF

MASTER OF MANAGEMENT STUDIES (MMS),

UNIVERSITY OFMUMBAI

May 2024

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 DECLARATION

I, Mr. Shankaranand Ramesh pallerla

hereby declare that this project report is the record of authentic work carried out by
me been

submitted to any other University or Institute for the award of any degree / diploma
etc.

Signature:

Name of the student : Shankaranand Ramesh pallerla

Date:

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 CERTIFICATE

This is to certify that Mr. Shankaranand Ramesh pallerla of MGM’sInstitute of

Management Studies & Research has successfully completed the project work titled – “Most
preferred mobile handset used by Indian consumer” in partial fulfillment of
requirement for the completion MMS as prescribed by the University of Mumbai..

He has worked under my guidance

Signature

Dr. Amrita Thakkar

Date: -

Counter signed by

Signature

Dr. Ashwini Arte

Date:

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 ACKNOWLEDGEMENT

I am deeply grateful to Dr. Ashwini Arte, the Director of M.G.M Institute of Management
Studies & Research, for her unwavering support and guidance throughout the duration of this
project. Her mentorship has been invaluable in steering this endeavor towards success. I extend
my sincere thanks to M.G.M Institute of Management Studies & Research for their kind
encouragement in undertaking this project and for facilitating its successful completion. I
would like to express my heartfelt gratitude to my project guide, Dr. Amrita Thakkar, for her
invaluable guidance, insightful suggestions, and constant encouragement, which paved the way
for the successful completion of my project work. I am also thankful to all Teaching and Non-
Teaching Staff members of the Institute whose support and assistance were instrumental in
various aspects of this project.

-Shankaranand Ramesh
Pallerla

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 TABLE OF CONTENTS

SR.NO CONTENTS PAGE NO.

1 Introduction 13-15

2 Study Objectives 16

3 Scope of Study 17-18

4 Research Methodology 19-20

5 Questionnaire 21-23

6 Data Analysis and Interpretations 24-33

7 Findings 34

8 Conclusion 35

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 Introduction:

The Indian mobile handset market stands as a testament to the confluence of technological
innovation, consumer demand, and market competition. With a population exceeding 1.3 billion
and a rapidly expanding middle class, India presents an unparalleled opportunity for mobile
handset manufacturers to establish a foothold and thrive in one of the world's largest and most
dynamic consumer electronics markets. This introduction aims to provide a comprehensive
overview of the Indian mobile handset market, delving into its multifaceted dynamics, evolving
consumer preferences, and the strategic imperatives facing industry stakeholders.

1. The Evolution of the Indian Mobile Handset Market:

The Indian mobile handset market has undergone a remarkable evolution since its nascent
days, propelled by a combination of macroeconomic factors, technological advancements,
and shifting consumer preferences. From the era of feature phones to the smartphone
revolution, the market has witnessed a paradigm shift in consumer behavior, with
smartphones emerging as the preferred choice for communication, entertainment, and
connectivity. The adoption of smartphones has been facilitated by factors such as declining
prices, improving affordability, and the proliferation of mobile internet connectivity,
catalyzing a digital transformation across sectors.

2. Market Size and Growth Trajectory:

The Indian mobile handset market boasts staggering figures in terms of size, growth, and
potential. With millions of new smartphone users being added every year, the market
continues to expand rapidly, presenting immense opportunities for manufacturers,
retailers, and service providers. The penetration of smartphones across urban and rural
areas, coupled with the government's Digital India initiative and initiatives such as Jan
Dhan Yojana, Aadhaar, and UPI, has accelerated the adoption of digital technologies and
financial inclusion, further fueling the growth of the mobile handset market.

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3. Competitive Landscape and Market Players:

The Indian mobile handset market is characterized by intense competition and a diverse
array of market players, ranging from global giants to homegrown brands and emerging
challengers. Established international brands such as Samsung, Apple, Xiaomi, and
OnePlus compete fiercely for market share alongside domestic players such as Micromax,
Lava, Intex, and Karbonn. Additionally, Chinese brands such as Vivo, Oppo, and Realme
have made significant inroads into the Indian market, leveraging their expertise in
manufacturing, marketing, and distribution to capture a sizeable share of the market.

4. Consumer Preferences and Buying Behavior:

Consumer preferences and buying behavior play a pivotal role in shaping the dynamics of
the Indian mobile handset market. Indian consumers exhibit a diverse range of preferences
influenced by factors such as brand reputation, product features, pricing, design aesthetics,
and after-sales service. While some consumers prioritize premium brands known for their
cutting-edge technology and premium offerings, others gravitate towards budget-friendly
brands offering value-for-money propositions. Additionally, factors such as peer
recommendations, online reviews, and promotional offers also influence consumer
decisions, highlighting the importance of understanding consumer behavior in driving
market success.

5. Technological Trends and Innovation:

Technological innovation is a driving force behind the evolution of the Indian mobile
handset market, with manufacturers constantly striving to introduce new features,
functionalities, and form factors to cater to evolving consumer needs and preferences.
From advancements in camera technology and processing power to the integration of
artificial intelligence and augmented reality, mobile handsets are at the forefront of
innovation, offering users increasingly sophisticated capabilities and experiences.
Additionally, emerging technologies such as 5G connectivity, foldable displays, and
biometric authentication are poised to revolutionize the mobile handset landscape,
presenting new opportunities for differentiation and market leadership.

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6. Regulatory Environment and Policy Initiatives:

The Indian mobile handset market operates within a complex regulatory environment
shaped by government policies, regulations, and industry standards. Regulatory
compliance, certification requirements, import tariffs, and taxation policies are among the
factors that impact market dynamics and influence manufacturers' strategies. Additionally,
initiatives such as Make in India, Atmanirbhar Bharat, and the National Digital
Communications Policy aim to promote domestic manufacturing, innovation, and self-
reliance in the mobile handset industry, signaling the government's commitment to
fostering a conducive ecosystem for industry growth and development.

7. Distribution Channels and Retail Strategies:

The distribution landscape of the Indian mobile handset market is characterized by a

diverse array of channels, including traditional retail outlets, online marketplaces,
exclusive brand stores, and mobile network carriers. Each channel offers unique
advantages and challenges, influencing manufacturers' distribution strategies and retail
partnerships. With the rise of e-commerce and the increasing popularity of online
shopping, manufacturers are increasingly leveraging digital channels to reach consumers
directly, bypassing traditional intermediaries and offering personalized shopping
experiences.

8. Challenges and Opportunities:

Despite its immense growth potential, the Indian mobile handset market is not without its
challenges. Intense competition, price sensitivity, supply chain disruptions, and regulatory
complexities pose hurdles for manufacturers seeking to establish a foothold and gain
market share. Additionally, changing consumer preferences, technological obsolescence,
and the need for continuous innovation necessitate agility and adaptability on the part of
industry stakeholders. However, amidst these challenges lie significant opportunities for
growth, innovation, and market expansion, driven by factors such as rising disposable
incomes, urbanization, and digitalization.

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 Study objectives
1. To assess investors' familiarity and knowledge levels regarding various
investment avenues.

2. To determine investors' perceptions of risk associated with different

investment options.

3. To explore the investment behavior and practices of respondents, including

portfolio review frequency and decision-making factors.

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 Scope of Study:
1. Geographical Coverage:

The study will focus primarily on the preferences, behaviors, and sentiments of
Indian consumers towards mobile handset brands. Data will be collected from
various regions across India, including urban and rural areas, to ensure a
comprehensive understanding of consumer dynamics.

2. Demographic Considerations:

The study will encompass consumers from diverse demographic backgrounds,

including different age groups, income levels, education levels, and occupational
profiles. This approach will enable the identification of trends and patterns in
consumer preferences across various demographic segments.

3. Brand Analysis:

The research will analyze a wide range of mobile handset brands available in the
Indian market, including both domestic and international brands. Special
emphasis will be placed on identifying the most preferred brands and
understanding the factors driving consumer preferences towards these brands.

4. Consumer Preferences and Buying

The study will delve into the factors influencing Indian consumers' preferences
and buying behavior when selecting a mobile handset. This will include an
analysis of product features, brand reputation, pricing considerations, design
aesthetics, and after-sales service.

5. Customer Satisfaction and Loyalty:

The research will evaluate the level of customer satisfaction and loyalty among
Indian consumers towards their chosen mobile handset brands. This will involve
assessing overall satisfaction levels, likelihood of repurchase, and propensity to
recommend the brand to others.

6. Technological Trends and Innovations:

The study will explore the technological trends and innovations shaping the
Indian mobile handset market, including advancements in camera technology,
processing power, display technologies, and connectivity features. This will
provide insights into emerging consumer preferences and future market
opportunities.
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7. Regulatory Environment and Policy Implications:

The research will consider the regulatory environment and policy implications
affecting the Indian mobile handset market, including import tariffs, certification
requirements, and government initiatives such as Make in India and
Atmanirbhar Bharat. This will help in understanding the regulatory landscape
and its impact on industry dynamics.

8. Distribution Channels and Retail Strategies:

The study will analyze the distribution channels and retail strategies employed
by mobile handset brands in India, including traditional retail outlets, online
marketplaces, exclusive brand stores, and mobile network carriers. This will
provide insights into how brands reach and engage with consumers across
different channels.

9. Challenges and Opportunities:

The research will identify the key challenges and opportunities facing mobile
handset brands operating in the Indian market. This will include factors such as
intense competition, price sensitivity, supply chain disruptions, and emerging
market trends. Recommendations will be provided to help brands navigate these
challenges and capitalize on growth opportunities.

10. Limitations:

While the study aims to provide comprehensive insights into consumer

preferences and market dynamics, certain limitations may exist. These could
include sample bias, data reliability, and external factors beyond the scope of the
research. Efforts will be made to address these limitations and ensure the
validity and reliability of the findings.

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 Research Methodology:

1. Research Design:

- This study will adopt a quantitative research approach to gather numerical data
on consumer preferences, buying behavior, satisfaction, and loyalty towards mobile
handset brands in India. A cross-sectional survey design will be employed to collect
data from a representative sample of Indian consumers.

2. Sampling Technique:

- The target population for this study will comprise Indian consumers aged 18 and
above who own a mobile handset. A stratified random sampling technique will be
used to ensure representation across different demographic segments, including age,
gender, income, education, and geographic location.

3. Sample Size:

- The sample size will be determined based on the population size, desired level of
confidence, and margin of error. A sample size calculator will be used to calculate
the minimum sample size required to achieve statistical significance.

4. Data Collection Instrument:

- A structured questionnaire will be developed to collect data from survey

participants. The questionnaire will include multiple-choice questions, Likert scale
items, and open-ended questions to capture a comprehensive range of responses.

5. Pilot Testing:

- The questionnaire will be pilot-tested with a small group of respondents to assess

its clarity, comprehensibility, and relevance. Feedback from pilot testing will be
used to refine the questionnaire before full-scale data collection.

6. Data Collection Procedure:

- Data will be collected using both online and offline survey methods. Online
surveys will be distributed through email invitations, social media platforms, and
online survey platforms. Offline surveys will be conducted using paper-based
questionnaires administered in person or through focus group discussions.

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7. Data Analysis:

- Quantitative data collected from the survey will be analyzed using statistical
software such as SPSS (Statistical Package for the Social Sciences). Descriptive
statistics such as frequencies, percentages, means, and standard deviations will be
calculated to summarize the data. Inferential statistical tests, such as chi-square tests
and regression analysis, will be conducted to examine relationships and associations
between variables.

8. Ethical Considerations:

- The study will adhere to ethical guidelines and principles, including informed
consent, confidentiality, and anonymity of participants. Participants will be
informed about the purpose of the study, their right to withdraw participation, and
the confidentiality of their responses. Personal identifying information will be kept
confidential, and data will be aggregated and reported in a manner that protects
participants' privacy.

9. Validity and Reliability:

- Steps will be taken to ensure the validity and reliability of the research findings.
Content validity of the questionnaire will be established through expert review and
pilot testing. Internal consistency reliability of the questionnaire items will be
assessed using Cronbach's alpha coefficient.

11. Limitations:

- Several limitations may affect the study, including sample bias, response bias,
self-reporting biases, and external factors beyond the researcher's control. Efforts
will be made to mitigate these limitations through careful study design, data
collection procedures, and statistical analysis techniques.

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 Data Analysis and Interpretations

1. Age

age
80

70

60

50

40

30

20

10

0
18-24 25-34 35-44 45-54 55+

age

Interpretation

The bar chart shows the distribution of age groups among the participants in the survey. Here's the
breakdown:

1. The 18-24 age group has the highest number of participants, shown by a bar reaching close to 80.
2. The 25-34 age group has significantly fewer participants, with the bar reaching just above 20.
3. The 35-44 age group has an even lower number of participants, with the bar close to 10.
4. The 45-54 age group has a slightly higher representation compared to the 35-44 age group, but
still remains low, with the bar approximately reaching 15.
5. The 55+ age group has the second highest number of participants, though much lower than the 18-
24 age group, with the bar reaching around 20.

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 2. Gender

Series 1

Non-binary/Other

Female

Male

0 10 20 30 40 50 60

Series 1

Interpretation

Based on the survey data analysis, it appears that among Indian consumers, males show a
higher preference for mobile handsets compared to females and non-binary/others. This trend
suggests a potential gender-based variance in mobile handset usage habits and preferences
within the Indian market. Understanding these differences could be pivotal for targeted
marketing strategies and product development initiatives. Further exploration into the
specific features and functionalities preferred by each gender group may offer deeper insights
into their respective needs and preferences. Such insights can inform more effective market
segmentation strategies and product positioning approaches tailored to different demographic
segments.

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 3. Educational Background

High School Bachelor's Degree Master's Degree PhD/Doctorate Other

Interpretation

The pie chart shows the distribution of educational qualifications among a group of
individuals in the Sales sector. The largest group, represented by the red segment, consists of
individuals with a Bachelor's Degree, making up slightly more than half of the chart. The
second largest group, in blue, is those with a High School diploma, accounting for just under
a quarter of the chart. The remaining segments are much smaller, with Master's Degree
holders in green, PhD/Doctorate holders in purple, and individuals with other qualifications
in grey, each taking up less than 10% of the chart.

This chart could be interpreted to show that in the Sales sector depicted, a significant majority
have at least a Bachelor's Degree, with a substantial proportion having only a High School
diploma. Higher degrees such as Master's and PhDs are less common among this group. The
'Other' category suggests that there is a small percentage of the workforce with qualifications
that do not fall into the standard educational categories, which could include vocational
training, certifications, or international degrees.

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 4. Occupation

70
60
50
40
30
20
10
0

Series 1

Interpretation

The bar chart represents the distribution of a group of individuals across different
employment or activity categories, as indicated by a participation in a survey. The largest
group is 'Student' with just over 60 participants, followed by 'Employed' with just under 50
participants. The remaining categories—'Self-employed/Entrepreneur', 'Homemaker', and
'Other'—have significantly fewer participants, with each category having fewer than 10
participants.

This data could be interpreted as part of a larger study on education, employment, or lifestyle
choices. For instance, it might suggest a focus on the student population or early-career
individuals, given the high number of students and employed individuals in the survey. The
'Other' category's presence indicates that the survey was inclusive of roles not explicitly
listed, but it's unclear what these roles entail due to the lack of detail.

The chart is simple and lacks additional context such as the total number of participants, the
location of the survey, or the time frame, which would be necessary for a more
comprehensive analysis. The chart also does not provide any information on the non-
quantitative aspects of the survey, such as the reasons for participation or the participants'
demographic information beyond their employment or activity status.

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 5. Location

Tier 1 City Tier 2 City Tier 3 City Rural Area other

Interpretation

The pie chart indicates that the majority of the surveyed population is from Tier 1 cities, with
the largest segment of the pie chart in blue. The second largest group is from 'other'
categories, which could include international locations or other non-specified areas. The
segments for Tier 2 and Tier 3 cities are smaller, and the Rural Area segment is the smallest,
suggesting that the fewest participants are from rural regions.

This distribution could imply that the survey might be biased towards urban populations,
especially those from Tier 1 cities. For a comprehensive understanding of the subject matter,
it would be important to consider whether this distribution reflects the actual population
distribution or if it's a targeted sample. If the goal were to have a nationally representative
sample, the proportions of Tier 2 and Tier 3 cities and Rural Areas might need to be higher
to match the national demographic distribution.

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6. do you have mobile hand set

3.2

85

yes no

Interpretation

The pie chart shows the breakdown of these responses visually. The large blue
segment, taking up the majority of the circular area, represents the "yes" responses -
those who confirmed having a mobile handset. The much smaller red segment
indicates the "no" responses from people who do not have a mobile handset. The
large blue slice immediately conveys that the dominant response has been a positive
affirmation to possessing a mobile handset, while the minor red slice shows there
are still some who lack this device.

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 7.Which mobile hand set do you use

18
16
14
12
10
8
6
4
2
0
andriod IOS Category 3 Category 4

Series 1

Interpretation

The category with the tallest bar is labeled "iOS", suggesting this represents Apple's iOS
operating system used in iPhones. This significant bar height implies a high value or
popularity for iOS-based handsets among the respondents.

The category "andriod" (likely meant to be "Android") has a moderately tall bar, indicating a
sizeable number of respondents use Android-based mobile handsets as well, though
potentially fewer than iOS users.

The categories "Category 3" and "Category 4" have relatively small bar heights, suggesting
fewer respondents use handsets or operating systems represented by those categories
compared to iOS and Android.

Therefore, the interpretation based on this bar graph is that among the respondents, iOS
(Apple iPhones) and Android handsets are the most widely used, with iOS appearing to be
the more dominant or popular choice. However, some respondents also use handsets from
other categories which are not explicitly named in the data.

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 7. Current Mobile Handset

oppo vivo samsung iphone redmi

oneplus nothing phone motorola nokia poco
Option 11 iQOO Tecno

Interpretation

The pie chart visually represents the market share or sales proportions of different mobile
handset brands. The larger slices indicate the brands with higher sales or popularity, while the
smaller slices represent brands with relatively lower market penetration among the given
choices.

It's important to note that the pie chart does not provide precise numerical values or
percentages, but rather gives a general sense of the relative popularity or sales performance of
each brand based on the slice sizes.

Some other brands like OnePlus, Nokia, Motorola, and Poco are also present with very thin
slices, suggesting they have relatively smaller market shares compared to the top brands
mentioned earlier in this interpretation.

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 9. What were the primary factors that influenced your decision to purchase
your current mobile handset?

46.67
41.67
38.33

20 18.33

6.66

Brand reputation Features and Pricing Design and After-sales service Promotional
specifications aesthetics and customer offers or discounts
support

Interpretation

1. Features and specifications (highest bar at 46.67)

2. Brand reputation (second highest bar at 41.67)
3. Pricing (third highest bar at 38.33)

These three factors have the tallest bars, indicating they were the most significant
considerations when choosing the current mobile handset.

Other factors like Design and aesthetics (bar value of 20.0), After-sales service and customer
support (bar value of 18.33), and Promotional offers or discounts (bar value of 6.66) seem to
have played relatively lesser roles in the purchase decision based on their lower bar heights.

Therefore, the interpretation suggests that technical specifications, brand reputation/image,

and pricing were the primary driving factors that influenced consumers in selecting their
current mobile handset model. While design, after-sales support, and promotional offers were
also considered, they carried less weight compared to the top three factors mentioned above.

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 10.which specification do you more prefer while buying mobile hand set ?

camera battery ram softwares pricing storage

Interpretation

The largest slice of the pie chart is shown in blue, which according to the legend corresponds
to the "camera" specification. The sizeable portion this blue slice occupies in the overall pie
chart suggests that camera quality and capabilities are a highly valued factor for many
consumers when selecting a mobile handset.

The second largest slice, shown in red, represents "pricing", implying that pricing and cost
considerations are also an important specification that consumers prioritize when purchasing
a mobile handset.

Other specifications like battery life (purple slice), RAM (orange slice), software features
(green slice), and storage capacity (yellow slice) also have noticeable slices in the pie chart,
indicating they play a role in the decision-making process, albeit less dominant compared to
camera and pricing.

Therefore, the interpretation from this visual data is that camera performance is likely the
most preferred and highly valued specification that consumers focus on when buying a new
mobile handset, closely followed by pricing as another crucial factor influencing their
purchase decision.

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12. What features or improvements would you like to see in future mobile
handset models?

INTEGRATION WITH EMERGING TECHNOLOGIES… 13.33

MORE INNOVATIVE FEATURES (E.G., FOLDABLE… 8.33
BETTER DURABILITY AND BUILD QUALITY 13.33
LARGER STORAGE CAPACITY 13.33
FASTER PERFORMANCE (PROCESSOR, RAM) 16.67
IMPROVED CAMERA QUALITY 8.33
LONGER BATTERY LIFE 26.67

0 5 10 15 20 25 30

Series 1

Interpretation

The feature or improvement that users would most desire in future mobile handset
models appears to be longer battery life, as it has the highest percentage of 26.67%
compared to the other listed features. This suggests that extended battery life is a
critical consideration for many when looking for enhancements in upcoming
smartphone models.

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 13. Where did you purchase your current mobile handset?

Offline retail store

32% Online marketplace (e.g., Amazon,

Flipkart)
47%
Manufacturer's website

8% Mobile network carrier store

0%5% 8%
Second-hand or refurbished
marketplace
other

Interpretation

Based on the pie chart showing sales channels, the most likely interpretation of "Where did
you purchase your current mobile handset?" is to identify the sales channel or retail outlet
where you acquired your current smartphone or mobile device.

The pie chart breaks down the sales across different channels like offline retail stores (32%),
online marketplaces like Amazon or Flipkart (47%), manufacturer's website (8%), mobile
network carrier stores (8%), second-hand or refurbished marketplaces, and other channels.

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 14. How likely are you to recommend your current mobile handset brand to
others?

40
35
30
25
20
15
10
5
0
very likely Likely Neutral Unlikely Very unlikely

Series 1

Interpretation

The bar chart displays the levels of recommendation for a mobile handset brand based on respondent
opinions. Here's the breakdown of each category:

1. Very likely - The highest number of responses, with approximately 35 individuals. This suggests
a strong satisfaction and willingness to recommend the brand.
2. Likely - Around 30 individuals selected this option, which indicates a positive reception but
slightly less enthusiasm compared to the "very likely" group.
3. Neutral - About 20 people chose this, showing neither a positive nor negative inclination toward
recommending the brand.
4. Unlikely - Fewer respondents, roughly 10, fall into this category, indicating some dissatisfaction.
5. Very unlikely - This category has the fewest respondents, around 5, showing a strong
dissatisfaction or negative experience with the brand.

Overall, the majority of respondents seem to hold a favorable view of the brand, with the "very likely" and
"likely" categories together encompassing the largest proportion of responses. This indicates that most
users are satisfied and would recommend the brand to others.

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 15. How satisfied are you with your current mobile handset overall?

Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Interpretation

1. Very satisfied: This category occupies the largest portion of the pie chart, shown in red,
indicating that a significant number of customers are very satisfied with their mobile handsets.
2. Satisfied: The second largest segment, colored in blue, suggests a good number of customers are
also satisfied with their handsets, though less so than those who are very satisfied.
3. Neutral: Shown in green, this segment represents customers who neither feel particularly satisfied
nor dissatisfied with their mobile handsets.
4. Dissatisfied: Colored in purple, this smaller segment reflects the customers who are not pleased
with their handsets.
5. Very dissatisfied: The smallest portion of the chart, shown in orange, indicates a minimal number
of customers who are very dissatisfied with their mobile handsets.

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 Findings

Based on the survey data provided, it's evident that the 18-24 age group constitutes the largest
segment of participants, with nearly 80 individuals falling within this category. This finding
suggests that younger demographics in India are highly engaged with mobile handset usage,
which could be attributed to factors such as social media, gaming, and digital communication
being integral parts of their lifestyle.

In contrast, the 25-34 age group shows a considerable drop in participation, with just over 20
individuals surveyed. This decline might indicate a shift in priorities or preferences among this
age group, possibly towards other forms of technology or activities.

Moving on to the 35-44 age group, the number of participants further decreases, with only
around 10 individuals represented. This trend suggests that mobile handset usage might not be
as prevalent or essential for individuals in this demographic compared to younger age groups.

Interestingly, the 45-54 age group exhibits a slightly higher participation rate than the 35-44 age
group, with approximately 15 individuals surveyed. This finding could indicate a gradual
increase in mobile handset adoption among middle-aged individuals, possibly driven by the
growing importance of technology in daily life.

Lastly, the 55+ age group emerges as the second highest in terms of participation, although still
significantly lower than the 18-24 age group, with around 20 individuals surveyed. This finding
suggests that while older demographics are not as extensively engaged with mobile handsets as
younger generations, there is still a notable presence and interest in this age group.

Overall, the survey findings highlight the differential usage patterns of mobile handsets across
various age groups in India. Understanding these preferences and demographics is crucial for
mobile handset manufacturers and marketers to tailor their products and strategies effectively to
meet the diverse needs of Indian consumers.

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 CONCLUSION

In conclusion, the survey findings shed light on the preferences and usage patterns of mobile
handsets among different age groups in India. The data underscores the significant dominance of
the 18-24 age group, with nearly 80 participants, indicating a strong inclination towards mobile
handset usage within this demographic. This trend aligns with the lifestyle choices of younger
individuals, where social media, gaming, and digital communication play crucial roles.

Conversely, the participation rates decline noticeably in older age brackets. The 25-34, 35-44,
and 45-54 age groups exhibit progressively lower levels of engagement with mobile handsets,
suggesting a diminishing interest or necessity for mobile technology among these segments.
However, the slight increase in participation within the 45-54 age group compared to the 35-44
age group hints at a gradual adoption of mobile technology among middle-aged individuals,
possibly influenced by the increasing integration of technology into daily life activities.

Furthermore, the data reveals a notable presence of the 55+ age group, although significantly
lower than the 18-24 age group. This finding challenges the stereotype that older demographics
are less inclined towards mobile technology, indicating that there is still a considerable interest
and usage among this age group, albeit not as extensive as younger generations.

Overall, the findings underscore the importance of understanding the diverse preferences and
demographics of Indian consumers in the mobile handset market. Tailoring products and
marketing strategies to cater to these varied needs and behaviors is crucial for manufacturers and
marketers to effectively tap into the Indian market and remain competitive in the ever-evolving
landscape of mobile technology.

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 BIBLIOGRAPHY

https://forms.gle/uUqRw3xpkrpn9sPbA
file:///C:/Users/MGMIMSR/Downloads/Shankaranand_gernal_project%20final.pdf

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 Annexure
1. Age

18-24
25-34
35-44
45-54
55+

2. Gender

Male
Female
Non-binary/Other

3. Educational Background

High School
Bachelor's Degree
Master's Degree
PhD/Doctorate

4. Occupation

Student
Employed
Self-employed/Entrepreneur
Homemaker

5. Location

Tier 1 City
Tier 2 City
Tier 3 City
Rural Area

6. do you have mobile hand set

yes
no

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7.Which mobile hand set do you use

android
IOS

8. Current Mobile Handset

oppo
vivo
Samsung
iPhone
Redmi
OnePlus
nothing phone
Motorola
Nokia
poco
iQOO
Techno

9. What were the primary factors that influenced your decision to purchase
your current mobile handset?

Brand reputation
Features and specifications
Pricing
Design and aesthetics
After-sales service and customer support
Promotional offers or discounts

10.which specification do you more prefer while buying mobile hand set

camera
battery
ram
software’s
pricing
storage

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 11. What features or improvements would you like to see in future mobile
handset models?

Longer battery life

Improved camera quality
Faster performance (processor, RAM)
Larger storage capacity
Better durability and build quality
More innovative features (e.g., foldable screens)
Integration with emerging technologies (e.g., 5G, AI)

12. Where did you purchase your current mobile handset?

Offline retail store

Online marketplace (e.g., Amazon, Flipkart)
Manufacturer's website
Mobile network carrier store
Second-hand or refurbished marketplace

13. How likely are you to recommend your current mobile handset brand to
others?

very likely
Likely
Neutral
Unlikely
Very unlikely

14. How satisfied are you with your current mobile handset overall?

Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied

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Plagiarism

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