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Customer Satisfaction – An Empirical Study with Reference to Vivo and Oppo

Smart Phones among Youths in Tamil Nadu

Article · May 2018

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Yoganandan G G. Saranya
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 Customer Satisfaction – An Empirical Study with Reference to Vivo and Oppo
Smart Phones among Youths in Tamil Nadu
Dr.G.Yoganandan
Associate Professor, Periyar Institute of Management Studies (PRIMS), Periyar University, Salem11.

G.Saranya
Research Scholar, Periyar Institute of Management Studies (PRIMS), Periyar University, Salem11.

ABSTRACT
Youths in India are fascinated towards smart phones with latest software and applications. It has
become pride and prestige to have a smart phone with all new latest features and technology in it. This
research article aims to find out their satisfaction towards branded smart phone such as vivo and oppo.
Target respondents for this study were 60 youths from Tamil Nadu state in India. Convenient sampling
method was adopted to choose sample size. Structured questionnaire and hypothesis was framed and
data was collected. Various statistical tools were adopted for analyzing the data through SPSS
package.

Key Words: Customer satisfaction, features, smart phones, Vivo and oppo brands.

INTRODUCTION
Communication has been developed in many ways. By the introduction of new techniques and
technologies people stay connected with each other. Smart phone plays a vital role in the world of
youth. Smart phone becomes an integral part in their life. People without smart phones feel as though
they are being isolated from others. They use the phones for making calls, to have fun with the latest
user friendly applications, chat among friends and relatives through social media applications, e-
learning, to read e-books, playing games etc. smart phone companies introduce new features and
options in order to survive in the market and to increase their market share. People change their
mobiles often in order to use the latest technology. They want the best smart phones in their hand.
They are ready to buy their phones even for higher price if it satisfies their needs and makes them
comfort. People’s interest and need for the Smartphone has been increasing rapidly. The research is
trying to find out that why do people desire to purchase a smart phone, what influence people in
purchasing a smart phone particulars vivo and oppo branded smart phones.
REVIEW OF LITERATURE
1. Mesay sata in his study “Factors affecting consumer buying behavior of mobile phone devices in
Hawassa town” and his objective was to find out the factor that influences the purchase mobile
phone devices. The sample size was 246 consumers and he adopted simple random sampling
technique. He analyzed the six factors such as price, social group, product features, brand name,
and durability and after sales service. He concluded that consumers’ value price motive them to
purchase the mobile phones. (Sata, 2013)
2. P. Jagadeesh in his research article “Consumers preference and satisfaction towards mobile phone
brands: A study with reference to consumers in Vijayawada” he assessed the preference level of
mobile phone users of different brands. He concluded that advertising and word of mouth publicity
are the major source of awareness creation among the mobile phone users. (Jagadeesh, 2013)
3. Amit Sethi and Ajay Chandel in his paper “consumer buying preference towards entry level
smartphone” investigated about customer buying preference for entry level smartphones among
youths. Sampling method was stratified sampling method and employed 200 respondents for his

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 study. Conjoint analysis was adopted to find out the related importance for the attributes. They
concluded that brand was the most important attribute. (Sethi & Chandel, 2015)
4. M. Raghupathi and G. Prabu in their study “A study on customer satisfaction towards smart phone
users” and carried out the research among college students. It is noted from the study that students
use mobile phones for accessing the web, to download apps etc. (Raghupathi & Prabu, 2015)
5. S.K. Koushal and Rakesh kumar in their research article “Factors affecting the purchase intension
of Smartphone: A study young consumers in the city of Luck now” and their objectives were to
explore the factors affecting consumers’ purchase intension of Smartphone. The study concluded
that compatibility, dependency and social influence are the factors which influence the purchase of
smart phones. (Kaushal & Kumar, 2016)
6. Deepika Ganlari, Pradeep Kr. Deka and Chandan Dutta in their paper “A study on consumer
buying behavior of mobile phones” they analyzed the internal and external factors which influence
a consumer’s decision in purchasing a smart phone. External influences on consumer behavior are
culture, demographics, social status, reference groups, family and marketing activities. Some of the
internal influences are perception, learning, memory and motivation. (Ganlari, Deka, & Dutta,
2016)
7. Rinky Trivedi and Rahul Raval in their article “Consumer buying intentions towards smartphones:
A conceptual framework and they assessed different factors affecting buying intentions of
customers towards smart phones. Social influence, price, product feature, convenience and brand
name have positive impact towards consumers purchase intention. (Trivedi & Raval, 2016)
8. Robin Sinha in his article “Buying a smart phone: 10 things to consider, ” he stated that due to the
availability of wide variety in the market it is tough while deciding which one to purchase based on
the features such as quality, display, processor, camera, battery, OS version, storage, security, USB
port. He concluded that it is preferable to purchase smart phone which has extra security features.
(Sinha, 2017)
9. Cameron Faulkner in his article “3 reasons why now is a terrible time to buy a new Smartphone”
and he quoted that snapdragon 845 can increase a boost in speed and ability to handle robust
applications, embedded fingerprint sensors are the latest trend and better cameras where optical
image stabilization (OIS) going to rule the market. (Faulkner, 2018)
10. Chris Hall and Dan Grabham in their article “Best smart phone 2018: The best phones available to
buy today” and they have listed out the best smart phone for the year 2018 such as Apple iPhone
X, Samsung galaxy S8, Samsung Galaxy Note 8, Google pixel 2, Huawei Mate 10 pro, P10, P10
plus, Apple iPhone 9 plus, Google pixel 2XL, One Plus 5T, HTC U11, LG G6, Blackberry
Keyone, Lenovo P2 and Nokia 6. All these brands have excellent features which tend the
consumers to purchase the same in the market. (Hall & Grabham, 2018)

STATEMENT OF THE PROBLEM

Youths changes their smart phones very often and purchase new featured smart phones. The existing
problem is that why they are changing and which features in the smart phones makes them to switch
over the brands. This study aims to analyze the customer satisfaction towards Vivo and Oppo smart
phones.
OBJECTIVES
The prime objective of this article is to determine the satisfaction towards Vivo and Oppo smart
phones among youths.
RESEARCH METHODOLOGY
The research design of this article is descriptive in nature. The population is youths in Tamilnadu. The
researcher adopted convenience method under non-probability sampling because the population is
unknown. The sample size is 60 youths from Tamilnadu. Percentage analysis, chi-square test,
Friedman test and weighted average method are used in this research article. Primary data is collected

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among youths through well structured questionnaire. Secondary data is collected through various
websites, published articles and peer reviewed journals. Questionnaire has questions related to
demographic variables and statements regarding the features of the smart phones using five point
Likert scale.
DATA ANALYSIS
1. Percentage Analysis
1.1 Table showing Gender and age of the respondents
S. No Gender No. of respondents Percentage Age No. of respondents Percentage

1. Male 32 53.3 19 - 25 31 51.7

2. Female 28 46.7 26 - 30 29 48.3

Source: Primary data

Chart No: 1.1

Chart No: 1.2

INTERPRETATION
The table 1.1 shows that 53.3% of the responders were male and 46.7% of the responders were female.
Regarding the age of the respondents it shows that 51.7% of the responders were among the age group
of 19-25 years and 48.3% of the responders were between the age categories 26-30 years.

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 1.2 Table showing Educational qualification of the respondents
S. No Educational qualification No. of respondents Percentage
1. Below SSLC 9 15.0
2. HSC 13 21.7
3. Diploma 9 15.0
4. Under graduate 8 13.3
5. Post graduate 13 21.7
6. Others 8 13.3
Source: Primary data

Chart No: 1.2.1

INTERPRETATION
The table 1.2 shows that 21.7% of the responders completed HSC and Post graduate degree, 15% of
the responders finished their SSLC and diploma, 13.3% of the responders completed undergraduate
degree and 13.3% of the responders belong to other category.

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 1.3 Table showing monthly Income of the respondents
S. No Monthly income No. of respondents Percentage
1. Below 10000 13 21.7
2. 10000 – 20000 20 33.3
3. 20000 – 30000 19 31.7
4. Above 30000 8 13.3
Source: primary data

Chart No: 1.3.1

INTERPRETATION
The table 1.3 shows that 33.3% of the responders belong to the income group Rs. 10000 to 20000,
31.3% of the responders belong to the income group of Rs. 20000 to 30000, 21.7% of the responders
monthly income is below Rs 10000 and 13.3% of the responders monthly family income is above Rs.
30000.

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2. CHI-SQUARE TEST
To find out the association between the demographic variables and brand preference among youths.
Null hypothesis (H0): There is no significant association between demographic variables and brand
preference.
Table No. 2.1
DEMOGRAPHIC VARIABLES AND BRAND PREFERENCE AMONG YOUTHS
S. No Profile of the responders Chi-square values DF P-value

1. Age 0.058 1 0.809

2. Gender 0.306 1 0.580
3. Education 7.841 5 0.165
4. Occupation 1.164 4 0.884
5. Monthly income 2.690 3 0.442
INTERPRETATION
It is noted from the above table 2.1 that the p value is greater than 0.05 towards age, gender, education,
occupation and monthly income at 5% significant level. Hence null hypothesis (H0) is accepted.
Therefore it is concluded that there is no association between demographic variables such as age,
gender, education, occupation and monthly income of the respondents towards brand preference.
3. FRIEDMAN TEST
In order to identify the features related to customer satisfaction, Friedman’s test was employed and
results are presented in the table.
Table No: 3.1
Features influencing customers towards Vivo and Oppo
S.No Features N Mean Std. Mean Rank Reliability
Deviation
1. Touch screen 60 4.35 0.63 11.99
2. Higher resolution /camera 60 4.17 0.76 10.84
3. Battery life 60 4.27 0.80 11.62
4. Full HD 60 4.05 0.79 9.93
5. Appearance/look 60 4.02 0.83 9.82 0.001
6. Design 60 4.02 0.89 9.84
7. Body color of the mobile 60 3.82 0.85 8.72
8. GPRS 60 3.83 0.83 8.77
9. Connectivity 60 3.97 0.86 9.68
10. Messaging 60 3.97 0.84 9.44
11. Web browser 60 3.95 0.83 9.55
12. Voice based features 60 2.67 1.23 4.78
13. Multi tasking feature 60 4.08 0.79 10.34
14. Social media apps 60 4.03 0.78 9.89
15. Video calling 60 4.22 0.72 11.19
16. TV recording 60 4.12 0.85 10.73
17. Bluetooth/tethering 60 4.20 0.84 11.22
18. Media support 60 4.12 0.80 10.55
19. External storage 60 4.15 0.86 11.08
Source: Primary Data
INTERPRETATION
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The above table 3.1 shows that the feature wise distribution of mean, standard deviation and mean rank
about the features that satisfies the customers and among nineteen features the high mean score is
(4.35 + 0.63), the mean rank is 11.99 for touch screen. It also noted that battery life mean score is (4.27
+ 0.80) and the mean rank is 11.62. Bluetooth and tethering mean score is (4.20 + 0.84) and mean rank
is 11.22. Voice based features mean score is (2.67 + 1.23) and mean rank is 4.78 which is the least
score and the reliability score is 0.001. Customers or the responders are satisfied with touch screen,
battery life and other related features and voice based features, design and body color in the mobiles
has to be improved.
4. WEIGHTED AVERAGE METHOD
Table No: 4.1
S.No Features 1 2 3 4 5 Total Weighted Rank
average
1 Touch 1*1 2*2 5*3 28*4 24*5 261 261/60 = I
screen 4.35
2 Camera/ 5*1 4*2 10*3 20*4 21*5 228 228/60 = IV
Selfie 3.80
3 Battery 2*1 1*2 18*3 13*4 26*5 240 240/60 = III
Life 4.0
4 Full HD 1*1 1*2 13*3 26*4 19*5 241 241/60 II
=4.02
5 Memory 2*1 2*2 13*3 24*4 16*5 221 221/60 = V
3.68
Source: Primary Data

INTERPRETATION
From the table no 4.1 it is inferred that touch screen ranked first among the other five features
followed by Full HD ranked second, battery life which ranked third, camera/ Selfie options ranked
fourth and the last rank is given for memory.
FINDINGS
53.3% of the responders were male. 51.7% of the responders belong to 19 -25 years age category.
21.7% of the responders completed HSC, 21.7% of the responders completed a post graduate degree.
33.3% of the responders’ monthly income was Rs. 10000 to 20000. There is no association between
demographic variables such as age, gender, education, occupation and monthly income of the
responders towards a brand preference. From the Friedman test it is concluded that the highest mean
score is (4.35 + 0.63) and the mean rank is 11.99 for touch screen. The least mean score is (2.67 +
1.23) and mean rank is 4.78 for voice based features. From the weighted average method it is noted
that touch screen ranked first and fifth rank is for memory. Features such as camera, connectivity,
operating software, RAM, external storage, physical appearance, safety features such as fingerprint
sensors, special keys for taking selfies, water resistant, battery backup, good pixel screen were the
features that satisfy most of the responders for choosing a particular brand.
CONCLUSION
Based on the findings through descriptive analysis and chi-square test the study is concluded that most
of the male students prefer Vivo smart phone. Female students prefer Oppo smart phone. Responders
belonging to the age group of 19 to 25 years were using these two brands and they are satisfied with
the features available. Monthly income of the family of the respondents’ falls between Rs.10000 to Rs.
20000 and those respondents prefer to buy a good and economical phone that ranges from Rs. 7000,
because most of the smart phone ranges above Rs. 5000 which has good features and facilities to make
their life easy and simple. Hence smart phone becomes essential in each and every one’s life.

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References
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best-smartphones-and-flagship-mobile-phones-to-buy
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