Brant preference on mobile phones among students

Brand Preference of Mobile Phones Among the Students
St. Teresa’s Arts and Science College, Kottakkal-Mala 1
1.1 INTRODUCTION
Mobile phone is a smart communication media. It is not a one-way
Communication like pager. Cellular communication basically gives the power
of an advanced telephone system card. Cellular communication works like the
radio set which is normally used.
The handset or mobile phone is in fact an own private radio transmitter and
receiver, very similar to the walkie talkies used by the police and security
personal. The key difference is that a cellular phone network is connected to
the fixed line or conventional telephone system allowing additional access to
the telephone world.
With the revolution in telecom sector in India, the mobile phone Market is
becoming more and more competitive. Various companies have launched
different handsets of mobile phones in the market. These mobile phones are
available at various price range and also offers varities of services to the
customers In this study, the preference of customers about the brands of mobile
phones and association between various attributes have been studied.
Although mobile phones have become a fundamental part of personal
communications across the globe during the last ten years, consumer research
has devoted little specific attention to movies and the choice underlying the
mobile phone buying decision process. There are numerous complex factors
that are needed to taken into account when Exploring mobile phone buying
decision process, including both macro and micro economic conditions that
effect the evolution of mobile phone market in general and individual
consumer‟s motives and decision making in particular. Moreover, it is
important to distinguish between different mobile phone model and brands and
need to change the aspects referring to the reasons that affects the change.
Mobile phone market is typically a technology push driven market where
products are rated ahead of the recognition of existing recognized consumer

needs, mobile phone developments is based on consumer‟s possible future
needs and thus companies that best launch the technologies and service of
future will be the leaders in this discipline.
Mobile phone can be used to make and receive subscriber trunk dialing (STD)
and international subscriber dialing (ISD) calls. Now emailing is also possible.
Some cellular phone the have capacity to send and receive faxes and data when
attached to the personal computer. The sole purpose of the branding is to
distinguish the branded product from those of other competitors. A well
promoted brand name, which has earned reputation in the market, is very
difficult to compete with. Branding describes the establishing of brand name,
make and trade name for a product.
Mobile phones aren't just a rich person's fashion today. It is transforming the
way thousands of people do business in a country where even landline phones
were a luxury a decade ago. As an essential element of daily life, the purchase
of a mobile phone is an important decision with a variety of mobile phone
brands available to choose from. Each mobile phone manufacturer consistently
updates their offerings with the latest technological updates and many
customers have a preferred brand that suits them or a brand they have become
familiar with. Across the globe, even people with low incomes are now
adopting cellular phones as tools for enhancing their business.
According to Oxford English Dictionary one of the earliest uses of word
"mobile" was in association with the Latin phrase "mobile vulgus", i.e.
excitable crowd. Today's mobile phones live up to these origins. Cell phone
technology introduces new senses of speed and connectivity to social life. If the
fixed line telephone has brought communication links into the workplace and
homes, the "mobile" puts them straight into the hands of numerous and
varieties of individuals.

1.2 REVIEW OF LITERATURE
Heikki, Jeri et al (2005) research on factors affecting consumer choice of
mobile phones: two studies from Finland found strong evidence that although
mobile phones are developing at a rapid pace closer to personal digital
assistants (PDAs), many consumers tend to be unaware of the properties and
services the new models in the market contain. They showed that seven factors
play a great role to characterize mobile phone choice: they are pricing,
reliability, outside influence, brand and basic properties, design, multimedia
and innovative services. The factor, innovative services explained most of the
variability of the variables indicating, together with other statistical analyses
conducted, that especially men tend to value new services in choosing between
mobile phones and intending to change their current mobile phone to newer
model. they showed consumer value familiar brands while choosing between
different mobile phones models through their focus group study. Innovative
services, size of the phone and the income of the consumers tend to play a great
role on the choice the mobile phone models
Mei-jian, Haibo&Qoing ,(2012) showed brand emotion of the web consumers,
group effect, enterprises networking marketing methods, perceived brand
identity are the four factors that influenced the choice behavior of web
consumer in a different degree and way. The former two factors will affect
choice behavior through the consumer preference. Whereas the second two
factors affect brand choice behavior indirectly through preference. By
empirical study, they concluded that the promotion have neither significantly
positive effects nor significant negative ones. Perceived brand identity does not
directly produce effect on choice behavior through the preference, but affects it
through the brand emotion of web consumers. It is because only when brand
identity agrees with the brand emotion of web consumers will produce choice
behavior. They further explained that when consumer chooses mobile

products, they are influenced by individual consumer psychology and the
group, and group effect more.
Alamro and Rowley (2011) suggested that consumer attributes, brand image
and band awareness are the antecedents of brand preference. Brand preference
is “the extent to which the customer favors the designated service provided by
his or her present company, in comparison to the designated service provided
by other companies in his or her consideration set” (Alamro and Rowley,
2011). Soomro et al. (2011) argued that different factors such as brand prestige,
physical characteristics of the brand, users experience with the brand, price,
premiums, packaging, habits, guarantees, recommendation by family, friends
and experts, advertising and display novelty, special characteristics of the
manufacturer can influences consumers brand choice.
Zhou.N&Shanturkovska. G,(2011) on their research on Chinese Consumer
Behavior in the Mobile Phone market – Nokia Case described that the
successful strategies of Nokia to become a brand mobile are working with the
locals, maintaining customer satisfaction, offering diverse product portfolio,
establishing strong brand image, prioritizing people first, localizing research
and development centers, expanding broad distribution channels, and
implementing low pricing – high quality strategy in the unique Chinese market.
These successful strategies seemed to work well and attracted many customers.
One interesting part of the research was found to be concluded that any well
established brand cannot be successful on the Chinese market if culture and
explicit values are being neglected.
Wang, Wen Cheng, et.al (2009) described the advantages of creating a high
degree of brand recognition from his study “Consuming Research on Brand
Recognition on Mobile Phones Purchase in Beijing” According to them Firstly,
brand recognition enjoys the advantage of the consumers when they go
shopping. For example, some people want to eat hamburgers meal; McDonald's
hamburgers may be the preferred option. The second benefit is that in any case

it will affect consumer choice. For example, when customers lack of motives of
choosing brands, they will choose goods according to the brand recognition.
1.3 STATEMENT OF THE PROBLEM
In present context, mobile phone has a huge impact in lives of people daily. In
our country the mobile phone industry is still in its growth stage, as compared
to the industrially advanced countries. It is for the fact that the economy of our
country has been in the developing stage. Now-a-days, the customers are more
dynamic. Their taste, needs and preference are changing with the advancement
in technology and communication with the outside world.
With the increase in mobile phone brands in the market, lots of mobile dealers
are cropping up old established brands and new brand of mobiles are entering
the market. With the increase in competition locally as well as from global
dealers, Indian mobile phone dealers are coming up with new and promotional
campaigns and schemes to attract the customers.
The major problems identified regarding the mobile phone brands is to
determine the most preferred brand and to identify the attributes which are
significant in preference of a specific brand. This research aims at determining
how the promotion campaigns of mobile phones have made consumers aware
about the different brands of mobile phones. Understanding the type of mobile
phone a buyer prefers is a major concern for marketers. This research will help
in determining the choice of mobile phone consumer prefers according to their
age, income level and educational background inside as well as outside
Kathmandu valley and thus selling the brands accordingly which would also
help to reduce the risk of the marketer. This research is guided towards
determining the brand preferences of various mobile phone among youth.

1.4 SIGNIFICANCE OF THE STUDY
Successful marketing of products demand a thorough understanding of
customer's taste, choice, preference etc. This study is focused on assessing the
buyers in terms of "brand preference". This study will be significant in the
following grounds:Findings of the 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 product mobile phones. It will also help
to develop the profile of specific customer of brands. It will be useful in
creating most favourable 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. Deeper
understanding of brand preference of customers can help managers to design
marketing strategy that will concentrate on customers. It will be a valuable
reference for scholars and researchers to conduct further similar research.
1.5 OBJECTIVES OF THE STUDY
The Primary Objective was to study the perception & buying behavior of
students towards various mobile brands.
The Secondary Objectives of this study were to identify:
 To know about the student preference level associated with different
mobile phones.
 To find out the students satisfaction towards the various mobile
phones.
 To find out the major factors that influence decision-making in
purchasing a mobile phone.
 To know which advertisement media puts more impact on the
buying decision of students.

1.6 DATA AND METHODOLOGY
1.6.1 RESEARCH DESIGN
•In this study research design is descriptive in nature.
1.6.2 SAMPLE DESIGN
• In this study I have used convenience sampling.
1.6.3 SAMPLE SIZE
• The sample consists of 50 students in Teresa„arts and science collage
1.6.4 DATA FOR THE STUDY
• Primary data has been used by me in the form of Questionnaire &
Observation, which are the two basic methods of collecting primary data,
which suffices all research objectives.
• Secondary data sources like catalogue of the company, product range book
of the company & various internet sites such as motorola.com & google.com
have been used.
The required data for the conduct of study was collected from primary sources.
In addition to the primary data, information based on secondary data has also
been used for conceptualisation of the problem. For collecting the data, a
structured questionnaire was prepared and distributed among sample of
respondents.
1.6.5 STATISTICAL TOOLS
The collected data analysed with the help of relevant statistical tool such as
percentage analysis charts and graphs.

1.7 LIMITATIONS OF THE STUDY
 Sample size is limited only to 50
 Time period is short and resources are limited
 The scope of the project is limited to the St.Teresa‟s art and science
college. So, we cannot say that the same response will exist throughout
India.
 This study is based on the prevailing student‟s satisfaction. But the
student‟s satisfaction may change according to time, fashion,
technology, development, etc.

2.1 HISTORY OF MOBILE PHONE
Mobile phones have changed the way we our lives to many, the prospect of
world without voice calling, text messaging, and mobile internet access is an
unsettling one. Mobile phones evolved over five different generations, the
latest of which is still being rolled out and adopted by consumers
The telephone used were not particularly portable and used a half-duplex press
to speak system where the caller would have to release the button to hear the
other person. That very same year two bell labs engineers proposed the
foundations for the modern cellular network at the time the plans were
daringand it took until the 1960‟s foe the plans to be implemented and even
longer to came to market
Mobile tele system (MTS) was used in north America until the 1980‟s despite
American telephone &telegraph (AT &T‟s) introduction of the apty-named
improves mobile telephone service (IMTS) in 1965.the new service introduced
user dialing removed the need for operator forwarding and used additional
radio channels which increased the number of possible subscribers and calls, as
well area coverage. IMTS was still mobile telephony in its infancy however,
and limited to 40000 subscriber‟s nationwide.in New York City, 2000
customers shared 12 radio channels which on average took 30 minutes to
please call.
Radio common carriers (RCC‟s) were another solution designed to complete
wit AT&T‟s MTS and IMTS systems. Not only were the units huge but
standards varied widely. Some phones were half-duplex push to talk, some
were full duplex much like wired telephone. Some lucky customers even
carried around briefcase-sized full duplex service. Though RCC units were
mainly limited to cars.

In 1960 the world‟s first automated mobile telephone was introduced in
Sweden. The system allowed for automated connection from a rotary handset
(that‟s the circular dialing knob to me and you) mounted within a car, but
required an operator to forward calls. The system was known as replaced by
mountain biking (MTB) two years later.
In this interim period there were several pother solutions including the arrival
of Motorola on the scene in 1957 and Bulgarian and Russian solutions sprouted
up too. It wasn‟t until 1971 when the address resolution protocol (ARP)
network was introduced to Finland network was launched. The system relied
on carsbegan as behalf as half duplex but soon evolved and had over 35000
subscribers by 1986.
The first generations of cellular networks paved the way to the networks we
know and use today. Use of multiple cell tower sites, each connected through a
network, allowed users to travel and even switch cell towards during a call. It
was revolution built on existing analog technology with the first being built in
Chicago in 1977
Hot on the heels of the western researchers were Japanese tele
Communications Company Nippon telegraph and telephone (NTT) who built
their own network in 1979. Five years later it was the first IG network to cover
and entire country. Then came the Nordic mobile telephone (NMT) network in
1981. Operating in Denmark, Sweden, Finland, and Norway, it was the Firstto
feature international roaming.
As technological advancement picked up the pace, so did mobile phones. The
1990‟s saw the arrival of two new, digital technologies – the European global
system for mobile communication (GSM) standard and the North American
code division multiple access (CDMA) standard. Demand grew and more cell
tower sites were built. In addition to technological improvements in batteries
and internal components, this allowed for much smaller mobile devices.
Another advancement made possible by 2G was the introduction of SMS
messaging, with the first computer generated SMS sent in 1992 in the UK. A

year later in Finland, the first persons-to-persons SMS was delivered using
GSM technology. As popularity grew, prepaid mobile phones and plans
emerged in the late 1990‟s which further popularized SMS amongst all ages.
The very first download services were also introduced using 2G technology
and enabled users to download ringtones. Mobile phones also saw use as
another method of payment for services like car parking in Finland and saw use
as another method of payment for services like car parking in Finland and
vending machines.
NTT DoCoMo pioneered the first mobile internet service in japan in 1999on
existing 2Gtechnologies, but it is was soon replaced with their launch of the
world‟s first 3G networks in October 2001. Many countries followed suit in the
following years including South Korea, the US and the first European 3G
networks which sprang up in the UK and Italy in 2003
While 3G was still being developed a number of 2.5G services appeared in an
attempt to bring older technologies up to speed. Unfortunately speed was the
lacking factor, and the while technologies like general packet radio service
(GPRS) and enhanced data for global evolution (EDGE) provided
improvements over standard 2G, they did not match speed of existing 3G
technologies.
3G transformed the mobile phone industry and enabled widespread mobile
internet and transmission services like TV and radio for the very first time.
Handset manufactures jumped on the bandwagon and smart phone use took off.
By around 2005 3G had evolved a step further, leading many to coins the terms
3.5G turbo 3G and 3G+ in references to high speed downlink packet access
(HSDPA), high speed packet access (HSPA) and HSPA+.
While no official standards exist for 4G, a few technologies have laid claim to
the title. The first was worldwide interoperability for microwave access
(WiMAX), offered by sprint in the US but perhaps the most successful has
been long term evolution (LTE), which is popular also in North America
butnon-existent in some territories such as Australia. 4G marks the switch to

native internet protocol (IP) networks, bring mobile internet more in-line with
wired home internet connections.
2.2 APPLE Inc.
Apple inc. is an American multinational technology company headquartered in
Cupertino, California, that designs, develops, and sells consumer electronics,
computer software, and online services. Its hardware products include the
iPhone smartphone, the iPad tablet computer, the Mac personal computer, the
iPod portable media player, and the Apple Smartwatch. Apple's consumer
software includes the OS X and IOS operating systems, the iTunes media
player, the Safari web browser, and the iLife and iWork creativity and
productivity suites. Its online services include the iTunes Store, the IOS App
Store and Mac App Store, and iCloud.
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April
1, 1976, to develop and sell personal computers. It was incorporated as Apple
Computer, Inc. on January 3, 1977, and was renamed as Apple Inc. on January
9, 2007, to reflect its shifted focus toward consumer electronics. Apple
(NASDAQ: AAPL) joined the Dow Jones Industrial Average on March 19,
2015.
Apple is the world's largest information technology company by revenue, the
world's largest technology company by total assets, and the world's second-
largest mobile phone manufacturer. In November 2014, in addition to being the
largest publicly traded corporation in the world by market capitalization, Apple
became the first U.S. company to be valued at over US$700 billion. The
company employs 115,000 permanent full-time employees as of July 2015 and
maintains 453 retail stores in sixteen countries as of March 2015.It operates the

online Apple Store and iTunes Store, the latter of which is the world's largest
music retailer. There are over one billion actively used Apple products
worldwide as of March 2016.
Apple's worldwide annual revenue totaled $233 billion for the fiscal year
ending in September 2015. The company enjoys a high level of brand loyalty
and, according to the 2014 edition of the Inter brand Best Global Brands report,
is the world's most valuable brand with a valuation of $118.9 billion. By the
end of 2014, the corporation continued to receive significant criticism
regarding the labor practices of its contractors and its environmental and
business practices, including the origins of source materials.
2.3 I Phone
I phone combines a mobile phone, an iPod, and an internet communications
devices in a single handheld product. Based on the company‟s multi-touch user
interface, iPhone features desktop-class email, web browsing, searching, and
maps and is Compatible with both mac and windows-based computers. IPhone
automatically syncs content from users iTunes Libraries, as well as contacts,
bookmarks, and email accounts. IPhone allows customers to access the iTunes
store to download audio and video files, as well as a variety of other digital
content and applications. In September 2012, the company launched iPhone5,
its latest version of I phones. In addition to the company‟s own iPhone
accessories, third party iPhone compatible accessories are available through the
company‟s online and retail stores and from third parties.
2.4 VIVO
Vivo is a leading global smartphone brand focusing on introducing products
with professional-grade audio, extraordinary appearance, and fast and smooth
user experience. Vivo was founded in 2009 as a sub-brand of BBK Electronics.
The brand entered the telecommunication and consumer electronics industry
with landline phones and wireless phones. In 2011, Vivo started manufacturing

and marketing its own range of smartphones. Vivo entered the Indian market in
2014. Vivo releases and markets its smartphones under the vivo brand, ranking
as the 5th top smartphone brand in China, and 10th
top smartphone brand
globally.
In 2014, vivo sold 25 million units in mainland China, in 2015, the sales
volume would reach 45 million worldwide, with an average retail price of
$300. The annual production capacity is 60 million units. Vivo is now among
the top five most profitable smartphone brands in China.
From 2011, vivo has been certified in over 100 countries and regions
worldwide, choosing the path of internationalization and moved on. Currently
vivo has presence in India, Malaysia, Indonesia, Thailand, Myanmar, Vietnam
and Philippines. Vivo entered India in Dec.,2014. In a short time span vivo has
established itself as a Hi-fi & Smart brand. Currently vivo is serving Indian
customers with 8,000 employees and 10,000 retailers, in over 300 cities in 22
states, with a strong focus on Hi-Fi Music. By the end of 2016, vivo will also
have established more than 200 exclusive after-sales
Products & Growth
Talking about their product range, it is spread among premium offering such as
X Series to mid-level offering in the form of V Series, which is a combination
of solid specification and attractive price tag After announcing X1, company
continued their journey of slimmest handsets in the form of X3S, X5, X5Max
and X5Pro. The second handset named XPlay 3S that was launched in 2013
was more focused for providing best display as it featured Quad HD screen.
The Y51 is the most recent handset launched in December 2015 in their lower-
end segment, but is still loaded with Smart software Fun touch OS and a host of
features such as Smart Wake, Smart Beauty mode, and Smart Click. In their V
Series, apart from the popular V1 and V1 Max, the brand has recently upgraded
the series with V3 and V3 Max, which is launched in the home as well as

international markets as well. The international path, which was started in
2011, now has seen company certified for operations in over 100 countries.
According to company‟s website, they have sold over 25 million in China,
which was in 2014, while the growth was at 45 million worldwide sales in
2015. With an average retail price of $300, which might be huge than most of
the Chinese companies with an international presence. As you know, Vivo
recently breaks into the world‟s top five smartphone brands list, as they have
registered more than 150% growth in sales.
India Presence
Vivo officially entered in India in December 2014 with world‟s slimmest
smartphone at time, the X5Max, which was priced quite premium around Rs
32,000. In the short span of less than two years company has launched most of
its line-up in country, which counts up to 16 smartphones in India. Spreading in
three X, Y and V Series, they offer a wide range of options to Indian audience
catering needs such as premium, mid and entry level. The brand is focused in
creating a strong retail and after sales network in country to offer their services
to most parts of the country. Currently, they have 8000 employees serving
Indian customers and a network of 10,000 retailers in over 300 cities in 22
states. Company plans to establish more than 200 exclusive after sales services
for their customers by the end of the 2016. As the brand has increased its
activities in the country and launching their handset quite quickly. One
example is the V3 and V3 Max, which saw the global launch of the handset in
the country last month in Mumbai. Moreover, they have also invested Rs 125
Crore in the “Make in India” campaign run by Indian government. Total 2,200
Indian employees will be working in the Great Noida facility where Vivo
phones are set to be manufactured. It will allow company to reach a goal of one
million units per month, thus, building solid foundation for company in the
country

2.5 NOKIA
Nokia's first fully portable mobile phone (after the Mobira Senator car phone of
1982) was the Mobira Cityman 900 in 1987. Nokia assisted in the development
of the GSM mobile standard in the 1980s, and developed the first GSM
network with Siemens (predecessor of Nokia Siemens Network). The world's
first GSM call was made by Finnish Prime Minister HarriHolkeri on July 1,
1991 using Nokia equipment, on the 900 MHz band network built by Nokia
and operated by Radiolinja. In November 1992 the Nokia 1011 was the first
commercially available mobile phone. In 1998 Nokia overtook Motorola and
became the best-selling mobile phone brand.
Until the new millennium, Nokia had a few remaining industries other than the
core mobile phones, such as CRT displays for PCs (until 2000, acquired by
View Sonic), DSL modems, digital and analog set-top boxes, PC equipment
and cards, and televisions. Most of these were gradually ended in the 2000s.
Nokia's mobile phones were incredibly successful in Europe, Africa, Asia and
Oceania. Nokia were also one of the pioneers of mobile gaming, due to the
popularity of Snake, which was pre-loaded on many products. The 3310 is one
of the company's most well-known products, and is noted today for its
toughness. Nokia created the best-selling mobile phone of all time, the Nokia
1100 in 2003.
Nokia's first camera phone was the 7650, and its successor 3600/3650 was the
first camera phone in the North American market. The company would go on
to become a successful camera phone maker: the N93 in 2006 had an advanced
camera with a twistable design that could switch between clamshell and a
camcorder-like position; the N95had a high-resolution 5-megapixel flash
camera; N82 featured a xenon flash; N8 had a high resolution 12-megapixel
sensor; the 808 Pure View had a 41-megapixel sensor; the
Lumia920implemented advanced Pure View technologies. Nokia's first
imaging patent was filed back in 1994, which they revealed in 2013.

In 2003, Nokia had an attempt to break into the portable gaming market by
releasing the N-Gage. The device however was a failure, and failed to
challenge dominant Nintendo.
Nokia's SymbianS60-based high-end phones and smartphones achieved
popularity in the mid- to late-2000s. For many years the smartphone platform
was leading in Europe and Asia (but lagged behind Windows Mobile, Palm OS
and BlackBerry in North America). One notable successful device was the
highly advanced N95, another was the metallic E71 in 2008.
Later on, competition heated up, and the Symbian platform that Nokia were
using was quickly becoming outdated and difficult for developers after the
advent of iPhone OS and Android. To counter this, Nokia started to develop a
successor, Mee Go, in 2010. However, in February 2011 Nokia's new CEO
Stephen Elop made a partnership with Microsoft to use Windows Phone as its
primary operating system, and relegate Symbian to a lower position. Although
the Mee Go-based N9 was met with a highly positive reception in 2011, Nokia
decided not to continue the Mee Go project and solely focus on its Microsoft
partnership. After the announcement of the Microsoft deal, Nokia's market
share deducted as consumers knew that the Symbian platform had no future.
Nokia's first Windows Phone flagship was the Lumia800, which arrived in
November 2011. The falling sales in 2011, which were not being improved too
much with the Lumia line in 2012, led to consecutive quarters of huge losses.
By mid-2012, with the company's stock price falling below $2, Nokia almost
became bankrupt.
The Lumia920 was announced in September 2012, which was seen by the press
as the first high-end Windows Phone that could challenge rivals, due to its
advanced feature set. Meanwhile, the company was making gains in developing
countries with its Asha range. Although Nokia's smartphone market share
recovered in 2013, it was still not enough to improve the dire financial
situation. The company had already been making huge losses for two years,
and in September 2013 announced the sale of its mobile and devices division to

Microsoft. The sale was positive for Nokia to stop further disastrous financial
figures, and was also good for Microsoft's CEO Steve Ballmer, who wanted
Microsoft to produce more hardware and turning it into a 'devices and services'
company. The sale was completed in April 2014, with Microsoft Mobile
becoming the successor to Nokia's mobile devices division.
2.6 SAMSUNG
Samsung today owes much of its success to its value innovation Program. With
6 design labs staffed by 450 people it is serious about understanding what it is
consumers need long before considering the technologies required to deliver
them. It believes (and, to be fair, evidence suggests) that success in consumer
electronics can only ever be short term and there is therefore a pressing need
for continuous innovation in order to develop new technology plat forms and
create products that are first of its kind in the marketplace.
Samsung spends more than $6bn on research annually. It recognizes that many
of its products, such as semiconductors and flat-screens are now basic
commodities, and its focus in on producing iconic devices for the next
generation as Sony‟s Walkman was in the „80‟s and the I pod is today .
Samsung‟s innovation focuses in therefore set firmly on design and, most
specifically. On the design of digital TVs. Samsung launched R7 LCD TV in
2005 which paved the way for the 2007 „Bordeaux‟, a flat screen television
with contours reminiscent of wine glass. This is Samsung‟s first LCD
television to sell more than 1 m units.
Samsung has also turned its hand to design slick mobile phones, teaming up
with bang&olufsen of produce the screen, And Most recently the serenata
handset. Described by FHM as “cooler than an eskismo in an Armani anorak”

it is recently giving its peers a run for their money. Time and again Samsung
has proved it is able to look into the future and create what‟s just around the
corner for the rest of us.
2.7 OPPO
First brand that came into existence was the OPPO Electronics, its major
product line up includes more than just smartphone, it manufactures Blu-ray
players and Universal DVD player as well. The company was founded in 2004
and Tony Chen who is the current CEO of the company is listed as the
corporation, which is actually a subsidiary of the BBK Electronics. Company
entered the mobile phone market in the year of 2008 and just within five year it
was reportedly the second most profitable company in China in 2013 among
the players like ZTE, Huawei, Lenova And Xiaomi. Oppo Digital an
independently operating division of OPPO Electronics was setup in the United
States in California, which is known for offering Up-Converting DVD and Blu-
ray Disc players. The first product that they sold was OPPO OPDV971H,
which was a Universal DVD player.
Products & Growth
The mobile handset that no one might know that OPPO produced was
R819/R819T. While the handsets that you might have heard falls under Find, N
and R Series. The N1 was world‟s first handset that came with a rotating
camera that can be used as back or rear and that‟s when the camera dedicated N
Series was born in December 2013. After that next year in March, company
launched the Find 7a and then Find 7, the later sported the world‟s first Quad
HD (2560 x 1440) display, which was available in May 2014. Later that year in
October, company announced their design focused smartphone, the R5, which
was slimmest smartphone of the year measuring just 4.9mm. These series were

upgraded in the coming year and thanks to that the brand is listed among the
top five smartphone brands in the world, replacing the likes of Lenovo and
Xiaomi. Considered as the premium smartphone maker, OPPO relies on the
strong offline retailer network it has created in the home country.
The brand started its international expansion in 2010 starting with Thailand,
where the brand first announce Find 3 and then later showcased the Find 5,
which was followed by the Find 7. In parallel, company expanded its presence
in countries like Philippines, Myanmar, Vietnam, Indonesia, Malaysia, India,
Bangladesh, Pakistan and many more regions. Company operates locally in
these regions catering the needs according to the audience.
India Presence
OPPO officially entered in India on 27 January 2014, and the Find 7 was the
first handset that was launched in the country. The brand then moved to launch
several handsets including Mirror 3, N1, N1 Mini, Joy, Joy Plus, Neo 3, R5, R7
and R7 Lite. Recently, company has launched its new series, the F1 and F1
Plus, they are being touted as the Selfie Expert phones; the later handset comes
with 16MP front facing module. The brand has been focused in launching
premium quality handsets in the country since its official operations. To move
forward with its plans in India, they have dedicated a promise to start
manufacturing in India under the Make in India campaign run by the Indian
government. As per reports, the brand is going to make 10 lakh 4G phones per
month at its upcoming facility in Noida, as told by Mike Wang, CEO of Oppo
Mobiles India. Company has invested Rs 100 Crore for setting up the
manufacturing unit. OPPO has manufacturing partnership with Foxconn in
India; Mr Wang confirms that Foxconn will be manufacturing phones for them
even after their Noida facility starts production.

2.8 OTHER MOBILES
2.8.1 MICROMAX
Micromax was incorporated as Micromax Informatics Ltd. on 29 March 2000.
It started selling mobile telephones in 2008, focusing on low pricing to
compete with international brands. Micromax's co-founder Rahul Sharma once
saw a public call office being powered by a truck battery because of frequent
power cuts in its locale. It prompted him to launch a feature telephone with an
extended battery life. Micromax launched X1i, its first telephone with a month-
long battery back-up. In 2014, Micromax's sales exceeded those of Samsung to
become the mobile telephone manufacturer shipping the most telephones in one
quarter in India. On 24 January 2014, Micromax became the first Indian mobile
company to start sales in Russia.
2.8.2 SONY
Sony was a marginal player in the worldwide mobile phone market with a
share of less than 1 percent in 2000. By August 2001, the two companies had
finalised the terms of the merger announced in April. Ericsson contributed a
majority of the Ericsson Mobile Communications company, excluding a minor
part spun off as Ericsson Mobile Platforms. Sony contributed its entire handset
division. The company was to have an initial workforce of 3,500 employees.
Nwith a 46% market share
2.8.3 XIAOMI
Xiaomi Inc. is a privately owned Chinese electronics company headquartered
in Beijing. It is the world's 4th largest smartphone maker. Xiaomi designs,
develops, and sells smartphones, mobile apps, laptops, and related consumer
electronics. Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who
believes that high-quality technology doesn't need to cost a fortune. We create

remarkable hardware, software, and internet services for and with the help of
our Mi fans.
3.1 BRAND
A Brand is a name, term, symbol or design or a combination of them, which is
intended to identify the goods and services of a seller or a group of sellers and
to differentiate them from those of competitors.
Hence brand is,
·an instrument for sales promotion on the market, where stiff competition
exists,
· facilitates easy advertisements and publicity,
· creates special consumer preference over the product,
· Sales can be increased through brands,
· arrest the immediate attention of buyers,
· differentiates the goods of the producer from the goods of competitors,
· ensures standard quality and satisfaction to buyer,
3.1.1 Features of a good brand
· Brand should suggest something about the product – purpose, quality, benefit,
use, action etc.
· It should be simple, short and easy to pronounce and remember.
· It should be easy to advertise and identify.
· It should be of a permanent nature.
· It should be clear and attractive.
· It should be capable of being registered and protected legally.

· It should be distinctive.
· It should have a pleasing sound to the ear, when pronounced.
· It should be economical.
· It should be original.
· It should not be pronounced in several ways.
· It should not be offensive.
· It should create a good image.
· It should not be outdated.
3.1.2 Why branding individual products is required?
Branding individual products is made because,
· Memory recall is facilitated. This could lead to more rapid initial buying
action or greater frequency of buying and hence deeper loyalty.
· Advertising can be directed more effectively and linked with other
communication programmes.
· Branding leads to a more ready acceptance of a product by wholesalers and
retailers.
· Self selection is facilitated very important consideration is self-service stores.
Display space is more easily obtained and special promotions are more
practicable.
· The importance of price differentials may be diminished.
· Brand loyalty may give a manufacturer greater control over marketing
strategy and channels of distribution.
· Other products may be introduced more readily. (the failure of a brand may,
of course, lead to undue resistance to other products)
· The amount of personal persuasive selling effort may be reduced.

· Branding makes market segmentation easier. Different brands of similar
products
may be developed may be developed to meet specific categories of users.
· The demand for the general products class should be large and strong enough
to support a profitable marketing plan, involving additional promotion cost.
· The product should be easily identifiable by a brand and lend itself easily to
conspicuous marketing.
· The brand must be economies of large scale production, whenever additional
production is undertaken as a result of expanding sales volume.
· The brand must carry through to the ultimate consumer.
· The quality of the product should be best and it should be easily maintained.
· There must be consistent and widespread supply of the product.
· The ideal brand is the one which becomes universally well-known but at the
same time retains a clear and independent identity.
· The brand, once established, can command a premium price owing to the
valuable psychological intangibles associated with its name.
3.1.3 Classification of Brands
3.1.3.1 Family Brand
A single brand name for all the products of a company and which are being
similarin quality.
3.1.3.2 Individual Brand
Brand name is given for each variety of products and each product of same
producer will carry its own brand used for dissimilarity.
3.1.3.3 National Brand

The same brand used on the national level manufacturers brands are
commonly termed as national level.
3.1.3.4 Private Brand
Large wholesalers and retailers operation over regional or national market and
placing their own brand on the products that they market. These brands offered
by wholesaler and retailer are usually called private Brand.
3.1.3.5 Umbrella Brand
All products having the name of the company or manufacturer is called the
umbrella brand.
3.2 BENEFITS OF BRANDING
3.2.1 Producers Benefit
· Brand enables a firm to build reputation.
· It is a device by which a good image and goodwill are established.
· It facilitates introduction of new products, in a simplified process.
· It distinguishes products from rival firms and thus ensures constant returns.
· It is essential for sales promotion and building a demand.
· It widens the market, through demand creation.
· It helps in reducing advertising cost.
· It brings repeated sales.
· It reduces the need for price comparison.
· Individuality of a product is established.

3.2.2 Wholesaler/ Retailers Benefit
· They require less time to get sold.
· Branded products pose less risk.
· There is an established demand.
· Branding aids in advertising and display programmes.
· Branding assists in increasing control over the market.
· Branding reduces the price comparisons and helps to stabilize price.
3.2.3 Consumers Benefit
· There must be widespread supply of the products.
· The quality and standard of the products must be maintained regularly.
· Enforcement of product identification and differentiation by brands must be
strictly adhered too.Brand must carry through product to the ultimate
consumer, to be more effective.Product must have distinctive and special
approach. Brand distinguishes and differentiates the products of different
producers. Identification is possible through brands; consumers are at ease
while shopping.
3.3 Brand Name
“A brand name consists of words, letters and or numbers which may be
vocalized and refers to products”.

3.4 Brand Mark
“A brand mark is that part of brand which appears in the form of a symbol or
design or distinctive coloring or lettering. It is recognized by sight but is not
expressed when a person pronounces the brand name.
3.5 Brand Preference
Based on the previous experience with the product consumer will choose it
rather than competitors of its availability. Companies with products at the
brand preference stage are in favourable position in competition their industry
since the brand preference results in brand loyalty companies more market
share.
3.6 Types of Preferences
The target audience might like the product but not prefer it to others. In this
case, the communicator must try to build customer preference by promoting
quality, value, performance and other features. The communicator can check
the campaign‟s success by measuring audience preference after the campaign.
The following are the types of preference.
· Homogeneous Preferences
· Diffused Preferences
· Clustered Preferences
· Heterogeneous Preferences

3.6.1(a) Homogeneous Preferences
A market where the entire customer have roughly the same preference. The
market shows no natural segments. We would predict that existing brands
would be similar and cluster around the middle of the scale in both sweetness
and creaminess
.
3.6.1(b) Diffused Preferences
At the other extreme, customer preferences may be scattered throughout the
space, indicating that customer vary greatly in their preferences. The first brand
to enter the market is likely to position in the center to appeal to the most
people. A brand in the center minimizes the sum of total customer
dissatisfaction. A second competitor could locate next to the first brand and
fight for market share or it could locate in a corner to
attract a customer group that was not satisfied with the center brand. If several
brands are in the market, they are likely to position throughout the space and
show real difference to match customer preference differences.
3.6.1(c) Clustered Preferences
The market might reveal distinct preference clusters called natural Market
Segments. The first firm in this market has three options. It might position in
the center hoping to appeal to all groups. It might position in the largest market
segment. It might develop several brands, each positioned in a different
segment if the first firm developed only one brand and competitors would enter
and introduce brands in the other segments.

3.6.1(d) Heterogeneous Preferences
Customer preference heterogeneity perhaps the most important reason for
segmenting in customer preference. Taste and preferences differ among people.
Some people are highly concerned about the appearance of a product, whereas
others are more concerned about functionality. As preference heterogeneity
increase the case for segmentation increases in strength moreover; the greater
the variability the large the number of profitable segments present in a market.

Table: 4.1: Table showing number of the user of mobile
phones
Particulars No of Respondents Percentage
Yes 50 100%
No 0 0%
Total 50 100%
Sources of data : primary data
Figure : 4.1 figure showing number of the user of mobile
phones
Interpretation
It was found out that all 50 students were using mobile phones. Out of 50
students, all 50 are using mobile phones.
100%
0
20
40
60
80
100
120
yes no
PERCENTAGE

Table: 4.2: Table showing type of mobile phones of
respondents
Sources of data: primary data
Figure : 4.2: figure showing type of mobile phones of
respondents
Interpretation
From the above diagram analyzed that 80% of people were use the smart
phones and 20% of people use the feature phones. From the above studies
interpret that majority of the respondents use smart phones.
80%
20%
1
2
Particulars Number of Respondents Percentage
Smart phone 40 80%
Feature phone 10 20%
Total 50 100%

Table: 4.3: Table showing number of the respondents with
various mobile phones
Nokia 12 24%
Samsung 15 30%
Oppo 8 16%
Apple iphone 3 6%
Vivo 9 18%
Others 3 6%
Total 50 100%
Figure: 4.3figure showing number of the respondents with
various mobile phones
Interpretation
The figure shows that the students prefer more Samsung which is considered as
the brand leader. The information shows that 30% of students select Samsung
as their mobile, while Nokia acquire 2nd
position with 24% support.
24%
30%16%
6%
18%
6%
Nokia
Samsung
Oppo
Apple i phone
vivo
Others

Table: 4.4: Table showing the favorite brand of people
Nokia 5 10%
Samsung 10 20%
Oppo 5 10%
Apple iphone 20 40%
Vivo 5 10%
Others 5 10%
Total 50 100%
Figure : 4.4 figure showing the favorite brand of people
Interpretation
Above figure shows that 40% of respondents favourite brand is apple, 20%
prefer Samsung and 10%prefer nokia, oppo and vivo
10%
20%
10%
40%
10%
10%
Nokia
Samsung
Oppo
Apple iphone
Vivo
Others

Table: 4.5: Table showing types of mobile keypad preferred
by the students
Particulars No Of Respondents Percentage
Ordinary keypad 10 20%
Qwerty keypad 4 8%
Touch screen 36 72%
Totals 50 100%
Figure: 4.5 figure showing types of mobile keypad preferred
by the students
Interpretation
With the arrival of new technology and feature the taste of students is also
move according to the change. The figure shows a positive trend towards the
new touch screen, while a negative trend on the earlier type phones.
20%
8%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Ordinary keyboard Qwerty keyboard Touch screen
Percentage

Table: 4.6: Table showing internal specifications like
operating system version, RAM etc.
Yes 35 70%
No 15 30%
Total 50 100%
Figure:4.6figure showing internal specifications like
operating system version, RAM etc.
Interpretation
The figure shows that out the 50 students, 35 students concern about the
internal specification s and rest have do not concern about the internal.
70%
30%
0
10
20
30
40
50
60
70
80
Yes No
Percentage of

Table: 4.7: Table showing types operating system
Java 12 24%
Android 35 70%
Ios 3 6%
Totals 50 100%
Figure: 4.7 figure showing types operating system
Interpretation
The graphical represents shows that the students prefer more android phones.
About 70% students prefer android phones. Only 24% students prefer java
phones.
24%
70%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Java Android Ios
Percentage

Table: 4.8: Table showing satisfaction with the mobile
phones
Particulars Number Of
Respondents
Percentage
Yes 42 84%
No 8 16%
Total 50 100%
Figure : 4.8 figure showing satisfaction with the mobile
phones
Interpretation
The chart shows maximum number of respondents who are satisfied with their
phones. Out of 50 students are satisfied with their mobile phones and 8 students
are not satisfied with their mobile phones.
84%
16%
0
10
20
30
40
50
60
70
80
90
Yes No
Percentage of the
respondents (%)

Table: 4.9: Table showing amount spent for buying a mobile
phone
Below 5000 10 20%
5000-10000 23 46%
10000-15000 7 14%
Above 15000 10 20%
Total 50 100%
Figure : 4.9 figure showing amount spent for buying a
mobile phone
Interpretation
The graphical representation shows that out of the 50students, 23 students were
willing to spend between 5000 and 10000, 7 students were willing to spend
between 10000 and 15000, 10 students were to pay less than 5000 and rest
were ready to pay more than 10000.
0% 10% 20% 30% 40% 50%
Below 5000
5000-10000
10000-15000
Above 15000
Percentage

Table: 4.10: Table showing quality of camera preferred by
the students
Yes 40 80%
Yes, but not priority 5 10%
Not at all 5 10%
Total 50 100%
Figure: 4.10 figure showing quality of camera preferred by
the students
Interpretation
Out of the 50 students, 80% of students prefer quality of camera in mobile
phone. 10% of students do not prefer quality of camera and others prefer
quality but not give priority
80%
10% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes Yes ,but not priority Not at all
Percentage

Table:4.11: Table showing sources for awareness of
information
Ask to sales man 5 10%
Advertisement 10 20%
Search through internet 10 20%
Ask friends 25 50%
Total 50 100%
Figure:4.11 figure showing sources for awareness of
information
Interpretation
Out of the 50 students, 25 students are aware to buy a mobile phone by ask to
friends. 10 students are aware by search through internet. And others are aware
through advertisement and ask to salesman.
10%
20% 20%
50%
0
10
20
30
40
50
60
ask sales man sdvertisement search through
internet
ask friends
percentage of respondents

Table: 4.12: Table showing the factors that impress the
respondents
Particular Number Of Respondents Percentage
Slogan 2 4%
Picture 20 40%
Colour 25 50%
Story 3 6%
Total 50 100%
Figure: 4.12 figure showing the factors that impress the
respondents
Interpretation The figure shows that the students are highly responsive
towards the color out of 50 students 50% of them choose color as their highest
response factor, 40% choose picture, respond to the story and 6% of them to
the slogan.
4%
40%
50%
6%
0%
10%
20%
30%
40%
50%
60%
Slogan Picture Colour Story
Percentage

Table: 4.13: Table showing frequency of changing the
mobile phones
Particulars Number Of Respondents Percentage
Less than 1 year 4 8%
1-2 year 25 50%
2-4 year 16 32%
Above 4 year 5 10%
Total 50 100%
Figure: 4.13 figure showing frequency of changing the
mobile phones
Interpretation
The above chart depicts the represent buying behavior with reference to time.
Out of the 50 students, 50% students are using for 1-2 years, 32% students are
using for 2-4 years, 8% students are using for less than 1 year and others are
using for above 4 years.
8%
50%
32%
10%
0
10
20
30
40
50
60
Less than 1 year 1-2 year 2-4 year Above 4 year
Percentage of…

Table: 4.14: Table showing sources of advertisement
Particulars No of respondents Percentage
Tv 10 20%
Magazine 8 16%
Online 22 44%
News paper 10 20%
Total 50 100%
Figure: 4.14 figure showing sources of advertisement
Interpretation
Out of the students, 44% of the students see the advertisement on online, 20%
of student see the advertisement in Newspaper and others are see the
advertisement on TV and magazine.
20%
16%
20%
44%
0
5
10
15
20
25
30
35
40
45
50
Tv magazine news paper online
no of respondents

Table: 4.15: Table showing place of purchasing mobile
phones
Particulars No of respondents Percentage
Branded mobile retail store 15 30%
Small electronic shop 5 10%
Online 30 60%
Total 50 100%
Figure: 4.15 figure showingplace of purchasing mobile
phones
Interpretations
The above chart shows the source of purchase of mobile phone of respondents.
Out of 50 students,60% students purchase through online, 30% students
purchase their mobile phone from branded mobile retail store and 10% students
purchase their mobile phone from small electronic shop.
30%
10%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Branded mobile retail
store
Small electronic shop On line
Percentage

Table: 4.16: Table showing main factors affecting selection
of mobile phones
Attributes No of respondents Percentage
Branded image 20 40%
Quality 10 20%
Price 7 14%
Re-sale value 8 16%
Discount 5 10%
Total 50 100%
Figure : 4.16 figure showingmain factors affecting selection
of mobile phones
Interpretation
Out of the 50 students, majority of the students give priority for brand image
and quality for selecting mobile phones. And other students on price, re-sale
value and discount for selecting mobile phones
40%
20%
14%
16%
10%
Branded image
Quality
Price
Re-sale value
Discount

Table: 4.17: Table showing preference level of the phones
Figure : 4.17 figure showing preference level of the phones.
Interpretation
The figure shows that slim sized phones have the highest demand. Out of 50
students 60% prefer slim phone 30% medium sized phones and 10% prefer
thick phones
60%
30%
10%
0
10
20
30
40
50
60
70
slim medium thick
percentage of respondent
Particular Number of respondent Percentage
Slim 30 60%
Medium 15 30%
Thick 5 10%

5.1 FINDINGS
 100% of students are using mobile phones
 Majority of students use smart phones
 Among college students the most using phone is Samsung and least
using apple
 The favorite mobile brand is apple but people no financial setup to
purchase that brand
 Almost all students are using touch mobile phones.
 Almost all students are concerned about other internal specifications
like operating system version, RAM etc.
 This study reveals that, android phones are mostly preferred by the
customers.70% of the respondents are attracted towards android phones
 Customers are highly satisfied with the services that mobile phones are
rendering. 84% of respondents are satisfied by the use of mobile
phones.
 46% students are ready to pay for a mobile phone between 5000 and
10000.
 Mostly students giving importance to the quality of camera, while
purchasing mobile phones.
 It also reveals that, most informations regarding the phones are
obtained by the communication between the friends ie 50% of
information.
 Brand image, quality, price, colour picture etc are the important factors
influencing the students while purchasing mobile phones.
 50% students change their mobile phones within 1 or 2 years.
 A total of 44% of respondents rely on internet advertisement as source
of information.
 60% students purchasing their mobile phones from online retail stores.
 Slim size phones have the highest demand among students.

5.2 SUGGESTIONS
 All companies should try to increase their distribution channel.
 As consumer wants more and more features, so smart phone
manufacturers should increase the number of features
 As the consumer prefers word of mouth or consulting someone like
tech savvy, so smart phone brands must maintain their brand image
and increase services.
 Smartphones can increase the number of customers by lowering down
their prices to economical level.

5.3 CONCLUSION
Mobile phones have completely changed our world. People now use them
leisure time, business, school, and so much more. This paper measured the
factors influencing the brand choice of mobile phone in St Teresa's college. It
is be seen that youth‟s brand choice is driven by a number of factors like Price,
Stylish Appearance, Quality Aspects, Promotion & Advertisement Features,
Third Party Recommendations, Brand Image, Celebrity Endorsement and Post-
Purchase Services. In St Teresa's college, the price of mobile phone plays a
vital role in brand choice decision with reference to students. The price of
mobile phone is one of the important factor when they choose a particular
brand. The consumers are aware that new technologies will reduce their price
over time. Middle and lower income consumers are expecting price reduction
on their preferred brand. New mobiles are introduced with competitive
premium prices, however the consumers are waiting for some period of time
until the price becomes lower.
The quality aspects of mobile phones such as network coverage, display,
sound, camera, speed, battery and user-friendliness and Stylish appearance and
such as dimensions (body), weight, shape, colors and attraction also plays a
vital role in brand choice of mobile phones in St Teresa's college students. This
attractiveness gives motivation to the consumer to purchase the particular
mobile than other brands. The features of mobile, brand image and after-sale
services also affects the choice of the mobile phone. However these factors are
not much important as price, stylish appearances and perceived quality.
Features of mobile, brand image and after-sale services of i.e. seems to affect
the choice of mobile phone.

Brant preference on mobile phones among students

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