BRAND PREFERENCE OF MOBILE HANDSET FOR

WORKING EXECUTIVES IN DEHRADUN

PROJECT REPORT

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

requirements leading to the award of the Degree of

MBA in Port & Shipping Management

By

Mr Sarath Chandran P R310210017

Ms Vrushali Mandlekar R310210018
Mr Avaneesh Tiwari R310210020
Mr Pranjal Agarwal R310210019

Under the guidance of

Mrs.T Anupama

200-200

DEPARTMENT OF MANAGEMENT

UNIVERSITY OF PETROLEUM & ENERGY STUDIES

Energy Acres, P.O Bidholi

Dehradun – 248007
 CERTIFICATE

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

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

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

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

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

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

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

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

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

__________________________________

Guide and Supervisor

_______________________ _______________________________
Dean Course Coordinator/HOD
 DECLARATION

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

MOBILEHANDSET FOR WORKING EXECUTIVES IN DEHRADUN”, submitted to the University
of Petroleum and Energy Studies,Dehradun in partial fulfillment of the requirements for the
award of the Degree of MBA in Port and Shipping Management is a record of original research
work done by me during the period of 2010-2012 under the supervision and guidance of Mrs T
Anupama, Assistant Professor in Operational Research & Econometrics, and it has not formed
the basis for the award of any Degree / Diploma / Associateship / Fellowship or other similar
title to any candidate in any university.

Place:

Date: Signature of the Candidates

1.

2.

3.

4.
 ACKNOWLEDGEMENT

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

Research & Econometrics in Department of Logistics & Supply Management & Quantitative
Technique, College of Management and Economic Studies, University of Petroleum and Energy
Studies, Dehradun for her sustained interest and advice that have contributed to a great extend
to the completion of the project.

We also express our gratitude and sincere thanks to all our family and friends and their
encouragement and valuable support throughout our study.
 TABLE OF CONTENTS

Chapter Particulars Page

Number
List of Tables
1 Introduction
1.1 History of Telecommunication
1.2 Brand Preference
1.3 Mobile Handset
1.4 Telecom Industry in India
1.5 Major Players in Indian Market
2 Literature Review
3 Methodology
3.1 Research Design
3.2 Nature and Scope of Study
3.3 Area of Study
3.4 Source of Data
3.5 Sampling Procedure and Size
3.6 Statistical tools
3.7 Chi Square test
3.8 Limitation of Study
4 Analysis and Interpretation
4.1 Chi Square test results
5 Finding and Conclusions
Bibliography
Annexure
 LIST OF TABLES

Table Number Table Heading

1 Age group of consumer

2 Gender of buyers

3 Awareness Level of Consumers

4 Occupation

5 Income wise classification

6 Choice of brands

7 Satisfaction level

8 Factor influencing consumer behavior

9 Frequency of Handset Change

10 Price Range
 EXECUTIVE SUMMARY

The research is conducted to know the brand preference of Mobile handset amongst the
working executives in Dehradun city, Uttarkhand. For the purpose of study, primary data was
collected through questionnaires and direct interaction with the customers. The questionnaire
mainly focused on analysis of various factors that affect the buying decision of a particular
mobile handset brand. A sample size of 113 respondent living in diverse backgrounds with
different income segments and different occupation category was selected and data was
collected from them. Researchers employed Chi Square testing method to analyze the data and
arrived at a conclusion regarding the preference of a particular brand.
 CHAPTER 1

INTRODUCTION

1.1 History of Indian Telecommunications

Indian Telecommunications system Started in 1851 when the first operational land lines were
laid by the government near Calcutta (seat of British power). Telephone services were
introduced in India in 1881. In 1883 telephone services were merged with the postal system.
Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all
the foreign telecommunication companies were nationalized to form the Posts, Telephone and
Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom
sector was considered as a strategic service and the government considered it best to bring
under state's control. The first wind of reforms in telecommunications sector began to flow in
1980s when the private sector was allowed in telecommunications equipment manufacturing.
In 1985, Department of Telecommunications (DOT) was established.

It was an exclusive provider of domestic and long distance service that would be its own
regulator (separate from the postal system). In 1986, two wholly government-owned
companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in
metropolitan areas. In 1990s, telecommunications sector benefited from the general opening
up of the economy. Also, examples of telecom revolution in many other countries, which
resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a
change process finally resulting in opening up of telecom services sector for the private sector.
National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap
for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India
(TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the
telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were
also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed Service
Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or
domestic long distance and international long distance services. The state operators (BSNL and
MTNL), account for almost 90 per cent of revenues from basic services. Private sector services
are presently available in selective urban areas, and collectively account for less than 5 per
cent of subscriptions. However, private services focus on the business/corporate sector, and
offer reliable, high- end services, such as leased lines, ISDN, closed user group and
videoconferencing. Cellular services can be further divided into two categories: Global System
for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector
is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated
by Reliance and Tata Indicom.

Opening up of international and domestic long distance telephony services are the major
growth drivers for cellular industry. Cellular operators get substantial revenue from these
services, and compensate them for reduction in tariffs on airtime, which along with rental was
the main source of revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.

1.2 BRAND PREFERENCE

Brand preference is defined as a measure of brand loyalty in which a consumer will choose a
particular brand in presence of competing brands, but will accept substitutes if that brand is
not available. Measures of Brand Preference attempt to quantify the impact of marketing
activities in the hearts and minds of customers and potential customers. Higher Brand
Preference usually indicates more revenues (sales) and profit, also making it an indicator of
company financial performance.

As per the Barron’s Marketing Dictionary Brand preference is the Selective demand for a
company's brand rather than a product; the degree to which consumers prefer one brand over
another. In an attempt to build brand preference advertising, the advertising must persuade a
target audience to consider the advantages of a brand, often by building its reputation as a
long-established and trusted name in the industry. If the advertising is successful, the target
customer will choose the brand over other brands in any category.

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

groups, and society in general. The aim of the research is to study the preference of consumers
in selecting his favorite brand.
1.3 Mobile Handset

A mobile phone (also called mobile, cellular telephone, cell phone, or hand phone) is an
electronic device used to make mobile telephone calls across a wide geographic area. Mobile
phones are different from cordless telephones, which only offer telephone service within a
limited range of a fixed land line, for example within a home or an office.

A mobile phone can make and receive telephone calls to and from the public telephone
network which includes other mobiles and fixed-line phones across the world. It does this by
connecting to a cellular network owned by a mobile network operator.

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

services such as SMS (or text) messaging, MMS, e-mail and Internet access; short-range
wireless (infrared or Bluetooth) communications; as well as business and gaming applications,
and photography. Mobile phones that offer advanced computing abilities are referred to as
smart phones.

The first handheld mobile phone was demonstrated by Dr. Martin Cooper of Motorola in 1973,
using a handset weighing 2 kg. In 1983, the DynaTAC 8000x was the first to be commercially
available. In the twenty years from 1990 to 2010, worldwide mobile phone subscriptions grew
from 12.4 million to over 4.6 billion, penetrating the developing economies and reaching the
bottom of the economic pyramid

1.4 Telecom Industry in India

 The telecom industry is one of the fastest growing industries in India. India has nearly
200 million telephone lines making it the third largest network in the world after China
and USA.
 With a growth rate of 45%, Indian telecom industry has the highest growth rate in the
world.
 Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by
the growth in demand in countries like India and China.
 India‘s mobile phone subscriber base is growing at a rate of 82.2%.
 China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscribers in Asia Pacific.
  Compared to that India’s share in Asia Pacific Mobile phone market is 6.4%. Considering
the fact that India and China have almost comparable populations, India’s low mobile
penetration offers huge scope for growth.

1.5 Major Players in the Indian market

1.5.1Nokia

Nokia Corporation is a Finnish multinational communications corporation that is

headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is
engaged in the manufacturing of mobile devices and in converging Internet and
communications industries, with over 132,000 employees in 120 countries, sales in more than
150 countries and global annual revenue of over €42 billion and operating profit of €2 billion
as of 2010. It is the world's largest manufacturer of mobile phones: its global device market
share was 31% in the fourth quarter 2010, up from an estimated 30% in third quarter of 2010
but down from an estimated 35% in the fourth quarter of 2009. Nokia's estimated share of the
converged mobile device market was 31% in the fourth quarter, compared with 38% in the
third quarter 2010. Nokia produces mobile devices for every major market segment and
protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such as
applications, games, music, maps, media and messaging through its Ovi platform. Nokia's
subsidiary Nokia Siemens Networks produces telecommunications network equipment,
solutions and services. Nokia is also engaged in providing free digital map information and
navigation services through its wholly owned subsidiary Navteq. Nokia also has greater
dependency on England based company duo namely Symbian Corporation for its mobile
operating systems and OVI for its mobile based application software development and
distribution, which has made Nokia as highest selling mobile phone vendor within the last few
years. Nokia has sites for research and development, manufacture and sales in many countries
throughout the world. As of December 2010, Nokia had R&D presence in 16 countries and
employed 35,870 people in research and development, representing approximately 27% of the
group's total workforce. The Nokia Research Center, founded in 1986, is Nokia's industrial
research unit consisting of about 500 researchers, engineers and scientists. It has sites in seven
countries: Finland, China, India, Kenya, Switzerland, the United Kingdom and United States.
1.5.2 Samsung

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

belonging to the Samsung Group, and consists of the Mobile Communications Division,
Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution
Centre and Telecommunication R&D Centre. Telecommunication Business produces a full
spectrum of products from mobiles and other mobile devices such as MP3 players and laptop
computers to telecommunication network infrastructure. Headquarters is located in Suwon,
South Korea. In 2007 Samsung Telecommunication Business reported over 40% growth and
became the second largest mobile device manufacturer in the world. Its market share was 14%
in Q4 2007, growing up form 11.3% in Q4 2006. In Q1 2008 Samsung strengthened its second
position on the market and achieved 15.6% world handset market share.

1.5.3 Sony Ericsson

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

the Japanese consumer electronics company Sony Corporation and the Swedish
telecommunications company Ericsson to manufacture mobile phones. The stated reason for
this venture is to combine Sony's consumer electronics expertise with Ericsson's technological
knowledge in the communications sector. Both companies have stopped making their own
mobile phones. The company's global management is based in Hammersmith in London,
United Kingdom, and it has research & development teams in Lund, Sweden; Tokyo, Japan;
Mexico City, Mexico; Beijing, China and Redwood Shores, United States. By 2009, it was the
fourth-largest mobile phone manufacturer in the world after Nokia, Samsung and LG. The sales
of products largely increased due to the launch of the adaptation of Sony's popular Walkman
and Cyber-shot series. In 2010, its market share had dropped to sixth place behind Research in
Motion and Apple.

1.5.4 LG

LG Electronics Korean Consumer Electronics & Home Appliance Manufacturer has started
mobile appliance business since 1996. Formerly known as LG Information & Communication
Co. (LGIC), which former GoldStar Telecommunication Company successor, build the first
Korean made CDMA phones for Korean consumer market, and later it merged to Mother
Company as department and start GSM division for export based mobile phone business. In
2002, LG UMTS Mobile division demonstrates the World first WCDMA Video Telephony at
Korean-Japan World Cup Game Opening Ceremony, the nominal growth of Mobile
Communication has been started. Currently LG MC Company produce CDMA, GSM, WCDMA
products and recent success of design based phone concept series Black Label Series boosted
its revenue since 2005.

1.5.5 Micromax
Micromax is a telecommunications company based in Gurgaon, Haryana, India. It is a
manufacturer of wireless telephone handsets. Micromax has 23 domestic offices across the
country and international offices in Hong Kong, USA, Dubai and now in Nepal. Micromax is the
largest Indian domestic mobile handsets company in terms of units shipped during the quarter
ended March 31, 2010 and the third largest mobile handset seller in India as at March 31, 2010.
Micromax Inc. has recently seen a rise in market share. Micromax is the largest Indian domestic
mobile handsets company in terms of units shipped during the quarter ended March 31, 2010
and the third largest mobile handset seller in India as at March 31, 2010. On March 31, 2010
the company registered the market share of 6.24% for that quarter, which grew from 0.59% in
September, 2008. Micromax became the fastest growing mobile brand in India for the fiscal
year 2009-10. Handset sales have grown by 123.48% from 1.15 million units in the quarter
ended June 30, 2009 to 2.57 million units in the quarter ended March 31, 2010. Micromax also
sells data cards to service providers in India which includes India's leading operators like
Airtel and BSNL.

1.5.6 Other Market players

Other than the above handsets there are various others players in the market. Other
manufacturers include Audiovox (now UTStarcom), CECT, HTC Corporation, Fujitsu, Kyocera,
Mitsubishi Electric, NEC, Panasonic, Palm, Pantech Wireless Inc., Philips, Qualcomm Inc.,
Research In Motion Ltd. (RIM), Sagem, Sanyo, Sharp, Sierra Wireless, Just5, SK Teletech, T&A
Alcatel, Huawei, Trium, Toshiba and Vidalco.
 CHAPTER 2

LITERATURE REVIEW

“Brand Preference of Mobile Phones among Ghaziabad’s College Students” – Mr Bulbul Sharma,
PGDM, Ajay Kumar Garg Institute of Management Ghaziabad, U.P. The research is about the
brand preference of mobile phones among Ghaziabad’s College students. The researcher
focuses only on the factor affecting the purchasing decision of mobile handset among the
college students.

The author has used a descriptive method for obtaining data from the respondents
(owners), by asking variet y of questions. The data related to brand preference was
collected through questionnaire method .

Among the large student population of college students, a random 250 respondents
were selected. Students of graduation and post graduation were taken as sample
unit. Sampling area was Ghaziabad. Random sampling technique was used in the
research.

Authors - Suggestions findings and recommendations

 Nokia is the most favorite brand of the college student.

 35% student change their mobile phones within 1to2 years
 30% students are using the mobile phones since last 1 to 2 years.
 51% students are ready to pay for a mobile phone less than 10,000 and they spend
According to their family income.
 49% students like the Nokia advertisement most.
 Mostly students use the mobile phones for talking, SMS and for using the GPRS
Function.
 Mostly students have hands free, blue tooth and memory card.
 Almost all students are aware about the GPRS, Blootooth and MMS service but Least
students are aware about the 3G function.
 Most favorite brand among the college students is Nokia and the least favorite Brand is
LG.
 Appearance, Price, Brand Image and advertisement are the important factors for the
students while purchasing mobile phones.
 Mostly students prefer slim, medium in weight and large in size handset
 Mostly students see advertisement on television
 Story, spokesperson and the music are the important factor in advertisement
 Mostly students have the hanging and service problem with the Nokia.
 Nokia should provide better service and try to solve the hanging problem
 Cellular companies should increase the awareness about the 3G service.
 Companies should offer more range of Rs. 10,000 or less than 10,000.
 LG and Samsung should try to expand its market share and also should try to increase
the awareness through the television advertisement.
 All companies should increase their distribution channel.
 The companies should continue to work on the Strategy of T.Q.M (Total Quality
Management)
 Consumers do not get satisfied with the promotional policies of the companies.
 New techniques of promotion are required to create awareness about the entire range
of company’s products.
 Chapter 3

METHODOLOGY

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

deals with the various steps that are generally adopted by a researcher in
studying the research problem along with the logic behind them.

3.1 RESEARCH DESIGN

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

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

The type of research design selected for this study is Descriptive in nature. A
descriptive research uses a set of scientific methods and procedure to collect
raw data structures that describe the existing characteristics of a defined
target population of a market structure. The data and information generated
through this descriptive design can provide the decision makers with evidence
that can leave to course of action.

3.2 NATURE AND SCOPE OF THE STUDY

The study was conducted to understand the brand preference of mobile handset
within a population. It was basically a primary collection of data with the help
of a questionnaire. It is a simple and easily categorized way to gather
information directly from customers. For optimal success, the questionnaire
was distributed to a stratified random sampling of your target audience, as
opposed to a general audience .

For the analysis of the data a chi -square test was conducted. A chi-
square test (also chi squared test or χ 2 test) is any statistical hypothesis test in
which the sampling distribution of the test statistic is a chi-square
distribution when the null hypothesis is true, or any in which this
is asymptotically true, meaning that the sampling distribution (if the null
hypothesis is true) can be made to approximate a chi -square distribution as
closely as desired by making the sample size large enough.

3.3 AREA OF THE STUDY

The area selected under study was Dehra dun city and neighboring areas like
Bidholi, Ballapur Chowk, Clock Tower, ISBT etc

3.4 SOURCES OF DATA

The sources of data are primary in nature. For the purpose of collection of data,
a questionnaire is prepared.

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

can be obtained from primary or secondary sources. Primary data are the data
obtained firth stand by the researcher. Here the data is collected thro ugh
primary sources.

The method used for collecting data is through a structured questionnaire that
is personally administered. The researchers have personally met the
population. By personally administering the questionnaire the researcher could
collect all responses within a short period of time and the doubts of the
respondents are clarified on the spot.

3.5 SAMPLING PROCEDURE AND SIZE

Sample size refers to the numbe r of items to be selected from the respondents
to constitute a sample. This acts as a representative to the whole respondents
where the results and suggestions are derived from analyzing representative
samples.

On the basis of reliability and accessibility , sample size was arrived at 120 for
the study. The sampling unit was concentrated on customers who are
consuming edible oil.
3.6 STATISTICAL TOOL USED

The following statistical tools are used in the study for the analysis and
interpretation of data.

 Pie chart
 Bar chart

3.7 CHI – SQUARE TEST

Pearson's chi-square (χ 2 , pronounced kī-square) test is the best-known of

several chi-square tests – statistical procedures whose results are evaluated by
reference to the chi-square distribution . Its properties were first investigated
by Karl Pearson in 1900. In contexts where it is important to make a distinction
between the test statistic and its distribution, na mes similar to Pearson Χ-
squared test or statistic are used.

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

events observed in a sample is consistent with a particular theoretical
distribution. The events considered must be m utually exclusive and have total
probability 1. A common case for this is where the events each cover an
outcome of a categorical variable . A simple example is the hypothesis that an
ordinary six-sided die is "fair", i.e., all six outcomes are equally like ly to occur.

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

goodness of fit and tests of independence.

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

frequency distribution differs from a theoretical distribution.
 A test of independence assesses whether paired observations on two
variables, expressed in a contingency table, are independent of each other
– for example, whether people from different regions differ in the
frequency with which they report that they support a political candidate.

The first step in the chi -square test is to calculate the chi -square statistic. In
order to avoid ambiguity, the value of the test -statistic is denoted by Χ 2 rather
than χ 2 (i.e. uppercase chi instead of lowercase); this also serves as a reminder
that the distribution of the test statistic is not exactly that of a chi -square
random variable. However some authors do use the χ 2 notation for the test
statistic. An exact test which does not rely on using the approximate χ 2
distribution is Fisher's exact test : this is significantly more accurate in
evaluating the significance level of the test, especi ally with small numbers of
observation.

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

observed and theoretical frequency for each possible outcome, squaring them,
dividing each by the theoretical frequency, and taking the su m of the results. A
second important part of determining the test statistic is to define the degrees
of freedom of the test: this is essenti ally the number of observed frequencies
adjusted for the effect of using some of those observations to define the
"theoretical frequencies".

The value of the test -statistic is

Where

Χ 2 = Pearson's cumulative test statistic, which asymptotically approache s

a χ 2 distribution.
O i = an observed frequency;
E i = an expected (theoretical) frequency, asserted by the null hypothesis;
n = the number of cells in the table.

Based on the chi – square concept, researcher has done the following
testing
 Testing for the independency between brands and brand factors
 Testing for the independency between income level and
expenditure on oil
  Testing for the independency between brand and sources from
where customers know about the brand
 Testing for the independency between education level and brand
preference

3.8 LIMITATIONS OF THE STUDY

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

 Time at the disposal research was limited.
 Sample size is restricted to 113
 CHAPTER 4

ANALYSIS AND INTERPRETATION

The term analysis refers the examination and evaluation of the relevant
information to select the best course of action from among various alternatives .
It also means an investigation of the component parts of a whole and their
relations in making up the whole. In the process of analysis, relationships or
differences supporting or conflicting with original with what validity data can
be said to indicate a ny conclusions. Analysis of data in general way involves a
number of closely related operations which are performed with the purpose of
summarizing the collected data and organizing there in such a manner that they
answer the research questions.

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

interpretation are done are as follows:

 To know the economic profiles of the people preferring respective

mobile brands
 To know the choice of brand of mobile handset with respect to the
income groups.
 To know relationship between the various modes of advertizing and
brands chosen.
 To know the relationship between the age group and mobile brands.
 To know factors influencing the buying decision such as design,
Battery life, Dual SIM, Internet connectivity a nd after sales service.
 To measure the consumer satisfaction towar ds the brand presently
owned.
 Factors affecting consumer preferences.
 Purchasing patterns and frequency.
 Spending patterns and Income group and its affect on brand
preference.
 4.1 PROFILE OF THE RESPONDENTS

TABLE – I

AGE GROUP OF CONSUMERS

Age Group No of People Percentage

20-30 Years 78 69%
30-40 Years 25 22%
40-50 Years 6 5%
Above 50 4 4%
Years
113 100%

The above table shows that the age group of the buyers, 69% of them was
between 20-30 years, 22% of them were between 30 – 40 years, 5% of them
were between age group of 40 – 50 and 4 % was more than 50 years. The
majority of the respondents are belonged to the age group between 20-30
years.

Age Group
Series1

Above 50 4

40-50 6

30-40 25

20-30 78
 TABLE – II

GENDER OF CONSUMERS

Gender No of Respondents Percentage

Male 59 52%
Female 54 48%

From the above table referred to gender of the buyers, 52% of them were,
male and 48% were female. The majority of the respondents are male (52%).

Gender

Female
48%

Male
52%
 TABLE – III

AWARENESS LEVEL OF PEOPLE ABOUT THE BRANDS

Awareness through No of Percentage

Respondents
Newspaper & Magazines 18 16
Friends & Colleagues 52 46
Tele media 37 33
Others 6 5

The above table shows the awareness level of the consumer regarding the
brands, 16% of them came to knew about their brand through Newspapers and
Magazines, 46% of them heard it from their f riends & Colleagues, 33% of them
saw it on tele media and 5% were into other’s category which included, window
shopping, hoardings etc.

MARKET AWARENESS

52

37

18

Newspaper & Friends & Telemedia Others

Magazines Colleagues
 TABLE –IV

OCCUPATION OF THE CONSUMERS

Options No of Buyers Percentage

Government 20 18
Private 55 49
Self Employed 21 19
Others 17 15

The above table showed the occupation, of the buyers, 18 % of them were
government employees, 49% of them were in private sector, 19% of them were
self employed and 15% were into other’s category which involves professional
and house wives. The majority of the respondents are private employees (49%).

Employment Status

Others 17

Self 21

Pvt 55

Govt 20
 TABLE –V

INCOME WISE CLASSIFICATION OF BUYERS

Options in (Rs) No of Buyers Percentage

Less than 20,000 43 38
20,000-40,000 40 35
40,000-60,000 19 17
Above 60,000 11 10

The table shows that the income of the buyers, 15% of the buyer’s falls in
between the income of less than 10,000 and same was the percentage for
income 10000 – 15000 that is 15%. 70% of buyers were in category of more
than 15000. The majority of the respondents fall in between More than 15000.

INCOME LEVEL

>60000

40000-60000 <20,000

20000-40000
 TABLE – VI

CHOICE OF BRAND OF MOBILE HANDSET

Popular Brands No. of Percentage

respondents
Nokia 54 48%
Samsung 29 26%
LG 14 12%
Sony Ericson 9 8%
Micromax 3 3%
Others 4 4%

This table shows the buyers preferences for the different brands of mobile
Handset. Maximum buyers go for Nokia (48%). Samsung (26%) follows it
with little difference. LG (12%), Sony Ericson (8%) and Micromax (3%). Only
4% go for the other brands other than the specified brands. So any brand
does not have maximum share, it is mix kind of market.

MOBILE BRAND PREFERENCE

Others 4

Micromax 3

Sony 9

LG 14

Samsung 29

Nokia 54
 TABLE – VII

SATISFACTION LEVEL OF CUSTOEMRS WITH THEIR PRESENT MOBILE

HANDSET

Satisfaction Level No. of Buyers Percent

Highly Satisfied 24 21%
Satisfied 81 72%
Not Satisfied 8 7%

This table shows the level of satisfaction with the current mobile handset
they are using at that point of time. Majority of the customers are
satisfied with their current mobiles (72%). There is also highly satisfied
customer with 21%. Among the entire re spondent 7 % are not satisfied
with their current handset model and they plan to change their mobiles.

Satisfaction Level

Not Satisfied
Satisfied 7%
72%
Highly Satisfied
21%
 TABLE – VIII

FACTORS INFLUENCING CONSUMER PREFERENCES

Most Important Neutral Less Not

Important Important Important
Design / Style 51 37 17 3 5
Music Player 32 54 8 11 8
Camera 44 51 5 6 7
Dual SIM 17 34 19 17 26
Battery Life 72 28 7 3 3
Internet Connectivity 40 32 17 11 13
3G 32 39 11 13 18
After sale Service 34 56 11 5 7
Price 49 39 9 7 9

This table shows the factor which influences consumer preference in choosing
their mobile handset is Battery Life with 19%. The next important constrain in
Design and style of the handset (14%). It is followed by price, camera and
internet connectivity wit h 13%, 12% and 11% respectively. After sale service,
3G and Music player are considered with 9% and people are least concerned in
Dual SIM facility (4%).

INFLUENCING FACTORS

Price Design
Aftersale 13% / Style
Service Music Player
14% 9%
9%
3G Camera
9% 12%

BL
Internet 19% Dual SIM
Connectivity 4%
11%
 TABLE – IX

FREQUENCY OF HANDSET CHANGE PER PERIOD

Period NO. OF BUYERS PERCENT

Less than 1 Year 26 23
1-2 Year 40 35
2-3 Year 21 19
More than 3 year 26 23

This table shows the frequency of Handset change per period. 35% of the
respondent changes their handset between 1 -2 years. 23% of the people
changes their mobile less than an year and same percentage change their
mobile only after 3 years of time.

Frequncy of Handset Change

> 3 year
23%
2 - 3 Year < 1 Year
19% 23%

1 -2 year
35%
 TABLE – X

PRICE RANGE WITHIN WHICH THE CUSTOMER BUY THEIR MOBILE HANDSET

Price Range NO. OF BUYERS PERCENT

Less than 5000 17 15%
5000-1000 48 42%
10000-15000 33 29%
More than 15000 15 13%

This table shows that 42% of respondent choose their mobile handset within a
price range of Rs. 5000 – 10,000. People also go for mobiles that are in a range
of Rs.10,000- 15000. 15% of people chose mobiles that are less than Rs. 5000.
The least opted is the mobiles coming above the range of 15,000.
4.2 CHI SQUARE TEST RESULTS

4.2.1 Determination of Relationship between Brand Preference and Gender

H 0 : There is no significant relationship between Gender and Brand Preference

H 1 : There is a significant relationship between Gender and Brand Preference

Brand and Gender Relationship

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

32 28.19 3.81 14.52 0.51
20 15.1 4.9 24.01 1.59
2 7.3 -5.3 28.09 3.85
3 4.6 -1.6 2.56 0.56
1 1.5 -0.5 0.25 0.17
1 2.08 -1.08 1.17 0.56
22 25.8 -3.8 14.44 0.56
9 13.8 -4.8 23.04 1.67
12 6.69 5.31 28.20 4.21
6 4.3 1.7 2.89 0.67
2 1.43 0.57 0.32 0.23
3 1.91 1.09 1.19 0.62

X2 = Σ (O-E)2 / E = 15.20

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

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

Conclusion: There is significant relationship between the gender and brand preference of the
consumer.
4.2.2 Chi Square analysis for the d etermination of Brand preference and
Employment Status

Brand and Employment

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

Eij
4 5.13 -1.13 1.28 0.25
17 14.11 2.89 8.35 0.59
5 5.38 -0.38 0.14 0.03
3 4.36 -1.36 1.85 0.42
10 9.55 0.45 0.20 0.02
23 26.28 -3.28 10.76 0.41
10 10.03 -0.03 0.00 0.00
11 8.12 2.88 8.29 1.02
3 2.47 0.53 0.28 0.11
9 6.81 2.19 4.80 0.70
2 2.6 -0.6 0.36 0.14
0 2.1 -2.1 4.41 2.10
1 1.59 -0.59 0.35 0.22
1 4.38 -3.38 11.42 2.61
4 1.67 2.33 5.43 3.25
3 1.35 1.65 2.72 2.02
1 0.53 0.47 0.22 0.42
2 1.46 0.54 0.29 0.20
0 0.55 -0.55 0.30 0.55
0 0.45 -0.45 0.20 0.45
1 0.7 0.3 0.09 0.13
3 1.94 1.06 1.12 0.58
0 0.74 -0.74 0.55 0.74
0 0.6 -0.6 0.36 0.60

X2 = Σ (O-E)2 / E = 17.56

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

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

Conclusion: There is a significance difference between brand preference and

employment.
4.2.3 Chi Square analysis for the determination of Income group and price
range of mobiles

H 0 : There is a significant relationship between the Income level of the

people and the price range of their mobile phone

H 1 : There is no significant relationship between the Income level of the

people and the price range of their mobile phone

Income level and Price Range

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

6 6.46 -0.46 0.21 0.03
14 18.26 -4.26 18.15 0.99
14 12.55 1.45 2.10 0.17
9 5.7 3.3 10.89 1.91
5 6.01 -1.01 1.02 0.17
20 16.99 3.01 9.06 0.53
9 11.68 -2.68 7.18 0.61
6 5.3 0.7 0.49 0.09
3 2.85 0.15 0.02 0.01
6 8.07 -2.07 4.28 0.53
10 5.54 4.46 19.89 3.59
0 2.52 -2.52 6.35 2.52
3 1.65 1.35 1.82 1.10
8 4.67 3.33 11.09 2.37
0 3.21 -3.21 10.30 3.21
0 1.46 -1.46 2.13 1.46

X2 = Σ (O-E) 2 / E = 19.31

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

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

Conclusion: There is significant relationship between income level and the

price range a person chooses for a mobile.
 CHAPTER – 5

FINDINGS AND CONCLUSION

5.1 FINDINGS
Mobile phones have become an important part in our daily lives. People often think very
carefully about choosing their mobile handset. Brand preference of a mobile handset may
depend upon various criterions and choosing the best brand from the multiple available
brands in the market is the most difficult decision.

So through this report we are trying to find out how people take various
decisions regarding the preference of brands and what factors directly affect
their purchase decision.

The basic findings were

 Nokia was the most preferred brand among the respondents.

 Most of the people went for the handset within a price range of Rs. 5000 -
Rs 10000
 Opinions from friends and colleagues were the main factor influencing
the brand preference behavior.
 Customers under study responded that Battery life of the handset was
most influencing factor in their purchasing decision.
In order to find out the dependency between the various variables and
how some variable create an impact on the buyers m ind to purchase
decisions we conducted Chi Square tests. This test helped us to evaluate
the variables dependency.
Here are the findings.
 Brand is dependent on Gender
 Brand is depended on employment status
 There is a relation between
 Brand is dependent of the sources from where consumers know
about the brand
 BIBLIOGRPAHY

1. Gary Armstrong, Michael Harker, Philip Kotler & Ross Brennan (2009), Marketing: An
Introduction, 9th Edition, Financial Times Prentice Hall, pages 80-90
2. Michael Becker & John Arnold (2010), Mobile Marketing for Dummies, 2 n d
Edition, For Dummies, Pages 31-57
3. Donald R. Cooper and Pamela S. Schindler (2009), Business Research
Methods, 9 t h edition, Tata McGraw Hill Education Pvt. Ltd., New Delhi.
Pages 532 – 552
4. Key Pousttchi & Dietmar G. Wiedemann (2009), Handbook of Research on Mobile
Marketing Management, 4th Edition, IGI Global snippet, pages 40-66

WEBSITES

 http://www.skylinecollege.com/blog/dissertation/brand -
preference -of-mobile-phones-among-gurgaon -s-college-students
 http://www.answers.com/topic/brand -preference#ixzz1MiXEjQ4M
 http://books.google.co .in/books?id=gvHy2GAtAL0C&dq=mobile%20
preference&source=gbs_similarbooks
 http://www.slideshare.net/hemanthc rpatna/project-report-on-
brand-preference -of-mobile-phones-with-special-reference-to-
motorola -phones
 http://www.mbanetbook.co.in/2010/05/project -on-brand-
preference-of-mobile.html
 www.wikipedia.org/
 www.lg.com/in/index.jsp
 www.nokia.co.in
 www.micromaxinfo.com/
 ANNEXURE

 Questionnaire
 UNIVERSITY OF PETROLREUM AND ENERGY STUDIES
DEHRADUN
_____________________________________________________________________________________________________________

BRANDS PREFERENCE OF MOBILE HANDSET AMONG WORKING EXECUTIVES IN DEHRADUN

_____________________________________________________________________________________________________________

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

MOBILE HANDSET FOR WORKING EXECUTIVES IN DEHRADUN AND THE PROBABILITY THAT
A PERSON CHOOSEN AT RANDOM WILL PURCHASE A POPULAR BRAND and the information
will be kept confidential and used strictly for academic purpose.

1. Name: __________________________________
2. Mobile No: _____________________________
3. Gender: Male Female

4. Age group:

20-30 years 30-40 years

40-50 years Above 50 years

5. What is your occupation?

Govt. Employee Private Employee

Self Employed Others: Specify: ___________________

6. What is current income level per month?

Less than 20,000 20,000 – 40,000

40,000 – 60,000 Above 60,000

7. Which mobile Handset are you using now?

Nokia Samsung

Sony Ericson LG

Micromax If others: Specify __________________

8. Which is your Mobile Handset Model?

__________________________________

9. From where have you heard about the above mobile Handset?
 News paper/Magazines Friends / Colleagues

Tele media others: Specify: ___________________

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

Sl. Most Less Not

Feature Important Neutral
No important Important important
1 Design / Style
2 Music Player
3 Camera
4 Dual SIM facility
5 Battery Life
6 Internet connectivity
7 3G
8 After Sales service
9 Price Range

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

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

Between 10,000 – 20,000 Above 20,000

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

Highly Satisfied Satisfied Not Satisfied

13. How often do you change your mobile Handset?

Less than 1 year 1 – 2 Year

2 -3 Year Above 3 years

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

___________________________________________________________________________________________________