“A STUDY ON CUSTOMER SATISFACTION TOWARDS

XIAOMI MOBILE PHONES”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

ASWIN BABURAJ V
(CCASBCM211)

Under the supervision of

Ms. VIJAYA E S

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS XIAOMI MOBILE PHONES” is a bonafide
record of project done by ASWIN BABURAJ V, Reg. No. CCASBCM211, under
my guidance and supervision in partial fulfillment of the requirement for the award
of the degree of BACHELOR OF COMMERCE and it has not previously formed
the basis for any Degree, Diploma and Associateship or Fellowship.

Prof. K.J.JOSEPH Ms. VIJAYA E S

Co-ordinator Project Guide
 DECLARATION

I, ASWIN BABURAJ V, hereby declare that the project work entitled “A

STUDY ON CUSTOMER SATISFACTION TOWARDS XIAOMI MOBILE
PHONES” is a record of independent and bonafide project work carried out by
me under the supervision and guidance of Ms. Vijaya E S, Assistant Professor,
Department of Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda ASWIN BABURAJ V

Date: CCASBCM211
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose divine
guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews, Principal-

in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J.Joseph, Co-ordinator of B.Com (Finance), for providing

proper help and encouragement in the preparation of this report.

I am thankful to Ms.Prassy Viswambharan, Class teacher for her cordial support,

valuable information and guidance, which helped me in completing this task
through various stages.

I express my sincere gratitude to Ms.Vijaya E S, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for their
interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.
 TABLE OF CONTENTS

CHAPTER CONTENTS PAGE NO:

NO.
LIST OF TABLES

LIST OF CHARTS

CHAPTER 1 INTRODUCTION 1-6

CHAPTER 2 REVIEW OF LITERATURE 7-11

CHAPTER 3 THEORETICAL FRAMEWORK 12-13

CHAPTER 4 DATA ANALYSIS AND 14-33

INTERPRETATION

CHAPTER 5 FINDINGS, SUGGESTIONS 34-37

AND CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 LIST OF TABLES
TABLE NO. TITLE PAGE
NO.
4.1 Table showing gender of respondents 14

4.2 Table showing ownership of respondents 15

4.3 Table showing model of Xiaomi 16

4.4 Table showing price of respondent’s phone 17

4.5 Table showing duration of usage 18

4.6 Table showing competitor to Xiaomi 19

mobile phone
4.7 Table showing purchase destination 20

4.8 Table showing reason for using Xiaomi 21

phone
4.9 Table showing android application support 22

4.10 Table showing service quality 23

4.11 Table showing availability of accessories 24

4.12 Table showing brightness 25

4.13 Table showing battery backup 26

4.14 Table showing storage 27

4.15 Table showing picture quality 28

4.16 Table showing price range 29

4.17 Table showing wi-fi connectivity 30

4.18 Table showing touch screen 31

4.19 Table showing compared with other phones 32

4.20 Table showing recommend to others 33

 LIST OF CHARTS
CHART TITLE PAGE
NO. NO.
4.1 Chart showing gender of respondents 14

4.2 Chart showing ownership of respondents 15

4.3 Chart showing model of Xiaomi 16

4.4 Chart showing price of respondent’s phone 17

4.5 Chart showing duration of usage 18

4.6 Chart showing competitor to Xiaomi mobile 19

phone
4.7 Chart showing purchase destination 20

4.8 Chart showing reason for using Xiaomi phone 21

4.9 Chart showing android application support 22

4.10 Chart showing service quality 23

4.11 Chart showing availability of accessories 24

4.12 Chart showing brightness 25

4.13 Chart showing battery backup 26

4.14 Chart showing storage 27

4.15 Chart showing picture quality 28

4.16 Chart showing price range 29

4.17 Chart showing wi-fi connectivity 30

4.18 Chart showing touch screen 31

4.19 Chart showing compared with other phones 32

4.20 Chart showing recommend to others 33

 CHAPTER 1

INTRODUCTION
1.1 INTRODUCTION
Customer satisfaction has been a popular topic in marketing practice and
academic research since Cardozo’s initial study of customer effort,
expectations and satisfaction. Despite many attempts of measure and explain
customer satisfaction, there still does not appears to be a consensus
regarding its definition. Customer satisfaction is typically defined as post
consumption evaluative judgment concerning a specific product of service.
It is the result of an evaluative process that contracts repurchase expectations
with perceptions of performance during and after the consumption on
experience.

The definition of customer satisfaction has been widely debated as

organizations increasingly attempt to measure it. Customer satisfaction can
be experienced in a variety of situations and connected to both goods and
services. It is a highly personal assessment that is greatly affected by
customer expectations. Satisfaction also is based on Customers experience
of both contact with the organization (the “moment of truth” as it is called
in business literature) and personal outcomes.

Today, satisfying the customer is the highest priority of many global

companies, whereas recent literatures indicate that customer satisfaction is
a critical factor to achieve company long term success. In other words, it
makes the organizations more competitive and more successful.
Furthermore, many experts show that satisfying and keeping current
customers are far less expensive than constantly replacing those. Satisfy the
customer not only saves money and increases profit but also brings
repetitive and new business. Customer satisfaction has been commonly
disputed as companies progressively attempt to review it. It is a highly

1
individual evaluation that is significantly affected by customer expectation.
Consider the fact today’s customer face a plenitude of Product in every
category. Customer will be having high and raising expectation of quality
and service. Therefore, it is not surprising that today’s winning companies
are those succeed best in satisfying indeed delighting their target customer.

Nowadays mobile phones have become a must for almost all people from
all over the world. An opportunity to stay in touch with friends and family
members access to email and business associates are just a few of reason for
the boosting importance of cellphones. Modern technically advanced cell
phones are able not just receive and make mobile phone calls, however as
well you could take pictures, store data, transfer money. As well, there are a
lot of various options that are available for users.

Now most of people are using smartphones. These smartphones today

can do almost everything. Faster networking systems, attractive and
powerful applications and the technology literature users are making these
smartphones very powerful these days. Huge markets are adopting the
smartphone due to their flexibility more productive feature and better
connectivity to the world in terms of internet. Along with many benefits,
smartphones are increasing the value of the wireless technology, including
the mobile phones, wireless tablets and the notebook computers.

Some smartphone have the keypad similar to a notebook PC, this type of
keypad known as QWERTY keyboard. The QWERTY keypad smartphones
are easy to use and recommended when the user has to always type a lot.
The other type of keypad is the onscreen keypad which is actually a
touchscreen keypad ; this kind of keypad also comes in forms of buttons,
which are not in touchscreen but below the screen of the smartphones. The

2
touch screen smartphones are no doubt very advanced but they are bit
difficult to use when compared to a QWERTY or embossed keys keypad.

Xiaomi is one of the fastest growing companies in mobile industry, is

introducing newer handsets with stunning applications every year. The
company aims in developing smarter devices to beet satisfy the needs of the
customer. Xiaomi is leading global communication solution provider with
long-term partnerships with operators around the world. Nowadays Xiaomi
corporations is finding faster growth in mobile sector.

1.2 STATEMENT OF PROBLEM

This research is pertaining to find out the customer satisfaction of Xiaomi

mobile phones. This study on customer satisfaction helps to know the
customers, what they want, how they react to the mobile, and also to gain
knowledge about the market factors influencing the customer to prefer this
brand and problems faced by on using this brand and so on.

1.3 SCOPE OF STUDY

XIAOMI, is a major player in the smart phone market, has wide network
of customers around the globe. The study gives a vivid picture of various
factors attracting customers towards the company product as well as the
limitation of the same. It also welcomes valuable suggestions which will
benefit in improving the marketing of the product.

3
1.4 OBJECTIVE OF STUDY

1.4.1Primary Objective

1. To find out the level of customer satisfaction towards the purchase of

XIAOMI mobile phones

1.4.2 Secondary Objectives

1. To identify the strength of XIAOMI mobile phones

2. To find out factors affecting the purchase of XIAOMI mobile phones

1.5 RESEARCH DESIGN

1.5.1 NATURE OF STUDY

The study is descriptive in nature

1.5.2 NATURE OF DATA

This study includes both primary and secondary data

1.5.3 SOURCE OF DATA

Primary Data –The primary data are those, which are collected for the first
time and this happens to be original in character. It consists of data collected
for a specific purpose. To obtain this primary data well structured
questionnaire is prepared and responses of the respondents are collected
directly.

4
Secondary data – The secondary data those which have already passed
through the statistical process. In this study the secondary data sources
were the websites, articles, journals etc.

1.6 SAMPLE DESIGN

1.6.1 NATURE OF POPULATION

Xiaomi mobile users of Thrissur

1.6.2 SAMPLE UNIT

mobile users of Xiaomi mobile phones of Thrissur

1.6.3 METHOD OF SAMPLING

Convenient sampling method is used

1.6.4 SIZE OF SAMPLE

The sample size is 50. All respondents are Xiaomi mobile phones

1.7 TOOLS FOR ANALYSIS

Percentage method is used in this study for simplifying the data
collected to provide easy representation and understanding of the
data analyzed. In this study questionnaire, tables, charts and graphs
are used.

1.8LIMITATION OF STUDY
1. As study is based on primary data, data collected through the
questionnaire are filled on the basis of information supplied by the

5
 respondents. There is the possibility that the information may not be
true in some cases.

2.Survey is valid only for present scenario. It may change later

1.9 CHAPTERISATION

Chapter one: This chapter mentions introduction, statement of problem,

Objective of the study, research design, sample design and also
limitations of this project

Chapter two: This chapter mentions review of literature and empirical

literature

Chapter three: This chapter mentions theoretical frame work

Chapter four: This chapter mentions the data, table, figures, and
interpretation made out from the questionnaire

Chapter five: This chapter mentions the findings and suggestions made
from the interpretation of data analysis and conclusion of the study

6
 CHAPTER 2

REVIEW OF LITERATURE
REVIEW OF LITERATURE
2.1 INTRODUCTION

A Review of past Research helps in identifying the conceptual and

methodological issues relevant to the study. This would enable to collect
information and subject them to sound reasoning and meaningful
interpretation. A brief review of earlier research work related to this is
presented in the chapter. Many studies were conducted on the topic customer
satisfaction of mobile phones.

2.2 EMPIRICAL LITERATURE

Abdalla Nayef Al-Refai and Nor Azila Bt Mohd Noor(2014) in their

article entitled, “The Influence of the Trust on Customer Satisfaction in
Mobile Phone Market: An Empirical Investigation of the Mobile Phone
Market” have focused on the impact of trust on customer satisfaction in
mobile phone sector. In order to examine the relationship between
independent variable (trust) and dependent variable (customer satisfaction),
SPSS and Smart (PLS) have been used. For the purpose of this study, the
data was gathered from mobile phone subscribers. Out of 113 questionnaires
distributed, number of usable questionnaires received back was 103. The
results of the study regarding the impact of independent variable and
dependent variable of mobile phone was reinforced in absolute conformity
with the resource based view of the past researches that considers the
customer satisfaction as a determining factor behind competitive advantage
and long term success. The findings of this study have substantiated the
significant impact of trust on customer satisfaction in mobile phone market.

7
The paper concludes with discussion, limitation as well as future research
insights and venues for the upcoming researchers to explore

Nidhi P. Shah (2013) in his article entitled, “Customer Satisfaction of

Samsung mobile handset users” has said that the main aim of this research
paper is to find customer satisfactions with relations to some variables like
individual features, price, brand name etc.in this study researcher has
focused on the customer of Bhavnagar city and research is carried out by
primary data analysis tools like correlation, study indicates an average
satisfactions of customers toward mobile handset users of Samsung.
Debarun Chakraborty (2013) in his article entitled, “Customer
Satisfaction and Expectation towards Aircel: A Research Conducted in West
Midnapore” has analysed that study is aimed to determine the customer
satisfaction & expectation towards a telecommunication company in West
Midnapore, which is a district of West Bengal. A descriptive study has been
conducted to achieve the objectives. In total 250 respondents filled a well-
structured questionnaire having a list of statements pertaining to products,
services and facilities provided by the service provider. Results reveal that
the dimensions which influence the satisfaction level of customer’s are: Core
services (like good coverage, good connectivity and network quality) and
call rate. Further results show that there is a significant relation between the
brand name and the preference of customers. Hence, it has been
recommended that telecom companies should focus on connectivity, call
rate, coverage and network quality.

J.Pakola, M.Pietila and R.Svento etal (2003) in their article titled, “An
investigation of customer satisfaction in mobile phone markets in Finland”
have indicated that price and properties are the major influential factors
affecting the purchase of a new mobile phone, whereas audibility, price and

8
friends are regarded as the most important in choice of mobile phone
operators. Customers have certain amount of self-knowledge about
telephone features, connection fee, access fee, mobile-to-mobile phone
rates, call rates and free calls which are related to mobile phone purchasing
respondents. He has stated that customers with prior experience about a
product can be able to predict their choices relatively well but tend to
overestimate the importance of a monthly access-fee, mobile-to-mobile rates
and connection fees.
K.E.Lommeruda and L.Sorgard (2003) in their study on “entering in
telecommunication: customer loyalty, price sensitivity and access prices”
have stated that telecommunication services are like undifferentiated
products. Therefore, customers are not price sensitive all the times and
sometimes brand loyalty takes a dominant part in brand preferences. This is
because some consumers are retained with old monopolists. They have
pointed out that substantive rule of price fairness and quality service with
customer satisfaction existing in the communication sector.

Michael Draganska And Dipal Jain (2003) in their article titled,

“consumer preferences and product line pricing strategies: an empirical
analysis” have analyzed that India is having 752.19 million mobile
subscribers and informant mobile intelligence reports claim that in average
minutes per user (AMPU) in India is 25 to 30 minutes per day of active time
on voice calls and almost is to 20 minutes per day of active time on
messaging. As per there is an increase in mobile subscribers and increasing
in (AMPU) at the same time, there is a decrease in average revenue per user
(ARPU) who are planning to attract mobile subscriber to their service with
less affordable price.

9
 Bhave and Ashish (2002) in their article entitled, “customer satisfaction
measurement” have found that the opinion that customers perception
towards service and quality of a product determines the success of that
product or service in the market, with better understanding of customers
perceptions, a firm can determine the suitable actions to meet the needs of
customers. Firms can identify their own strengths, and weaknesses in
comparison with their competitors. Major attributes that influence customer
satisfaction are product quality, packaging, delivery commitments, price,
responsiveness and ability to resolve complaints and overall
communication, accessibility and attitude failing short creates
dissatisfaction. Customer loyalty is an important strategic objective for all
organizations.

Balasubramanian, Paterson and S.L.JarvenPoa etal (2002) in their

article entitled, “exploring the implications of M-convenience for markets
and marketing” have identified that the unique intrinsic attributes
mentioned by end users are unhindered time and space attributes of mobile
phone. The extrinsic attributes are divided as direct and indirect network.
Direct network is the effect of size, speed and capacity of network, whereas,
indirect network is the effect originating from information, transaction, or
machine interactive services.

David M.Szymanski and David H.Henard (2001) in their study

entitled “The new marketing developing long-term interactive
relationships” have said that the growing number of academic studies on
customer satisfaction and the mixed findings they report complicate the
efforts among managers and academics to identify the antecedents to, and
outcomes of business having more against less-satisfied customers. These
mixed findings and the growing emphasis by managers on having satisfied
10
customers point to the value of empirically synthesizing the evidence on
customer satisfaction to assess current knowledge. To achieve this aim, the
authors conducted a meta-analysis of reported findings on customer
satisfaction. They have documents that equity and disconfirmation are most
strongly related to customer satisfaction on average.

Jonathan, Lee, Janghyuk, Lee, Lawrence and Feick etal (2001) in

their article titled “The impact of switching costs on the customer
satisfaction loyalty link: mobile phone service in France” have analyzed that
moderating role of switching costs in the customer satisfaction-link and to
identify customer segments and to retain them. Thus the purposes of this
paper are to examine to moderating role of switching costs in the customer
satisfaction-loyalty link and to identify customer segments and then analyze
the heterogeneity in the satisfaction-link among different segments. An
empirical example based on mobile phone service market in France
indicates support for moderating role of switching costs. Managerial
implications of results are discussed.

11
 CHAPTER 3

THEORETICAL FRAMEWORK
THEORETICAL FRAMEWORK

A customer is an individual or business that purchases another company's

goods or services. Customers are important because they drive revenues;
without them, businesses have nothing to offer. Most public-facing
businesses compete with other companies to attract customers, either by
aggressively advertising their products or by lowering prices to expand their
customer bases.

Customer satisfaction is a term frequently used in marketing. It is a

measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals."

"Customer satisfaction provides a leading indicator of consumer

purchase intentions and loyalty. Customer satisfaction data are among the
most frequently collected indicators of market perceptions. Their principal
use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of

these data send a message about the importance of tending to

customers and ensuring that they have a positive experience with the
company's goods and services."
2. "Although sales or market share can indicate how well a firm is

performing currently, satisfaction is perhaps the best indicator of how

likely it is that the firm’s customers will make further purchases in the

12
 future. Much research has focused on the relationship between
customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly realized at the
extremes."

For companies, customer retention is a crucial metric. It’s much more

expensive and time-consuming to acquire new business than to build upon
an existing relationship. Customer loyalty is paramount to a long and fruitful
business relationship.

A major factor in customer loyalty is customer happiness. Given the

wealth of options at a dissatisfied customer’s disposal, they will have no
qualms taking their business elsewhere in the wake of a bad experience.
Figuring out how to measure customer satisfaction is necessary since it can
be both an indicator of growth, and a warning measure against churn.

Keeping the customers happy is more than continuing to receive their

money, it also helps to improve the company to make them even happier
and in turn, they’re happy to spend more money.

13
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

 DATA ANALYSIS AND INTERPRETATION

TABLE 4.1
Table showing Gender of respondents
Gender No. of response Percentage

Male 31 62

Female 19 38

Total 50 100

(source: primary data)

CHART 4.1

Chart showing Gender of respondents

Female
38%

Male
62%

The above chart shows that the majority of the responses are males and
females are 38 percentage.

14
 TABLE 4.2

Table showing Ownership of respondents

Response No. of respondents Percentage

Yes 50 100

No 0 0

Total 50 100

(source: primary data)

CHART 4.2

Chart showing Ownership of respondents

No
0%

Yes
100%

The above chart shows that, all the respondents are using XIAOMI mobile

phones.

15
 TABLE 4.3

Table showing model of XIAOMI of respondents

Models No. of respondents Percentage

Redmi 25 50

Poco 8 16

MI 17 34

Total 50 100

(source: primary data)

CHART 4.3

Chart showing model of XIAOMI of respondents

mi
34%

Redmi
50%

poco
16%

The above chart shows that half of the respondents are using Redmi model.34
percentage of respondents are using MI and 16 percentage of respondents are
using Poco model.

16
 TABLE 4.4

Table showing price of respondent’s phone

Price Range No. of Percentage

Respondents

Below Rs 15000 28 56

Rs 15000 – Rs 25000 20 40

Above Rs 25000 2 4

Total 50 100

(source: primary data)

CHART 4.4

Chart showing price of respondent’s phone

Above Rs 25000
4%

Rs 15000 -Rs
25000
40%

Below Rs 15000
56%

The above chart shows that 56 percentage of the respondents have Rs 15000
below range phone and 40 percentage have a price range of Rs 15000 - Rs
25000. 4 percentage of users have above Rs 25000 price range phone.

17
 TABLE 4.5

Table showing duration of usage

Period No. of Respondents Percentage

Less than 1 year 18 36

1year to 3 years 24 48

More than 3 years 8 16

Total 50 100

(source: primary data)

CHART 4.5

Chart showing duration of usage

more than 3 year
16%

Less than 1 year

36%

1 year to 3 year
48%

The above chart shows that 48 percentage of respondents used their phone from
1 year to 3 years. 36 percentage are using their phones less than 1 year and 6
percentage are using more than 3 years.

18
 TABLE 4.6

Table showing Competitor to Xiaomi mobile phones

Competitors No. of respondents Percentage

Apple 8 16

Samsung 19 38

Huawei 8 16

Oppo 15 30

Total 50 100

(source: primary data)

CHART 4.6

Chart showing Competitor to Xiaomi mobile phones

Apple
16%
Oppo
30%

Samsung
Huawei 38%
16%

The above chart shows that 38 percentage of respondents believes that Samsung
is the competitor of Xiaomi phones and 30 percentage thinks that oppo is the
competitor.

19
 TABLE 4.7

Table showing Purchase Destination

Destination No. of Percentage

Respondents

Company showroom 10 20

Online sites 37 74

Sub dealer 3 6

Second hand dealer 0 0

Total 50 100

(source: primary data)

CHART 4.7

Chart showing Purchase Destination

Sub dealer Second hand Company
6% dealer showroom
0% 20%

Online sites
74%

Most of the people buy Xiaomi phone through online sites. 20 percentage
bought from company show room and 6 percentage from sub dealer.

20
 TABLE 4.8

Table showing Reason for using Xiaomi phones

Reasons No. of Respondents Percentage

User friendliness 25 51

Low cost 17 35

Battery backup 7 14

Total 50 100

(source: primary data)

CHART 4.8

Chart showing Reason for using Xiaomi phones

Battery backup
14%

User friendlies
51%
Low cost
35%

51 percentage of respondents using Xiaomi phone because they are user friendly
and 35 percentage bought because it can be purchased at least cost. 14 percentage
have a reason of battery backup.

21
 TABLE 4.9

Table showing Android application support

Response No. of Respondents Percentage

Yes 46 92
No 4 8
Total 50 100

(source: primary data)

CHART 4.9

Chart showing Android application support

No
8%

Yes
92%

Majority of the respondents are agreed that, Xiaomi phones support all the
android applications and 8 percentage not agree with the statement.

22
 TABLE 4.10

Table showing Service Quality

Response No. of Respondents Percentage

Excellent 14 28

Very good 24 48

Good 12 24

Fair 0 0

Poor 0 0

Total 50 100

(source: primary data)

CHART 4.10

Chart showing Service Quality

Good
Excellent
24%
28%

Very good
48%

The above chart shows that the 48 percentage of respondents says the service
quality is very good and 28 percentage says that it’s excellent. 24 percentage
says that service quality is good.

23
 TABLE 4.11

Table showing Availability of accessories

Response No. of respondents Percentage

Yes 43 86
No 7 14
Total 50 100

(source: primary data)

CHART 4.11

Chart showing Availability of accessories

No
14%

Yes
86%

86 percentage of respondents agree that they getting accessories easily but 14

percentage disagree with the statement.

24
 TABLE 4.12

Table showing Brightness

Response No. of Respondents Percentage
Highly satisfied 17 34
Satisfied 22 44
Neutral 11 22
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100

(source: primary data)

CHART 4.12

Chart showing Brightness

50

45

40

35

30

25

20

15

10

0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

44 percentage of respondents are satisfied with brightness and 34 percentage

are highly satisfied. 22 percentage of respondents have neutral mind upon it.

25
 TABLE 4.13

Table showing Battery backup

Response No. of Respondents Percentage
Highly satisfied 24 48
Satisfied 12 24
Neutral 12 24
Dissatisfied 2 4
Highly dissatisfied 0 0
Total 50 100

(source: primary data)

CHART 4.13

Chart showing Battery backup

Highly dissatisfied

Dissatisfied

Neutral

Satisfied

Highly satisfied

0 10 20 30 40 50 60

The above chart shows that 48 percentage of respondents are highly satisfied
with battery backup and 24 percentage of respondents are satisfied with it. 24
percentage have neutral opinion about it and 4 percentage dissatisfied with it.

26
 TABLE 4.14

Table showing Storage

Response No. of Respondents Percentage
Highly satisfied 19 38
Satisfied 17 34
Neutral 8 16
Dissatisfied 6 12
Highly dissatisfied 0 0
Total 50 100

(source: primary data)

CHART 4.14

Chart showing Storage

Highly dissatisfied

Dissatisfied

Neutral

Satisfied

Highly satisfied

0 5 10 15 20 25 30 35 40

From the above chart we can find that 38 percentage of people are highly
satisfied with the storage facility and 34 percentage are moderately satisfied with
it. 16 percentage of respondents have neutral opinion about it and 12 percentage
dissatisfied with the storage facility provided by Xiaomi phones.

27
 TABLE 4.15

Table showing Picture Quality

Response No. of Respondents Percentage
Highly satisfied 22 44
Satisfied 22 44
Neutral 5 10
Dissatisfied 1 2
Highly dissatisfied 0 0
Total 50 100

(source: primary data)

CHART 4.15

Chart showing Picture Quality

50

45

40

35

30

25

20

15

10

0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

The above chart shows that the 44 percentage of respondents are highly satisfied
with Xiaomi phones and also 44 percentage of respondents are satisfied with the
quality of pictures. 10 percentage neutral mind on it and 2 percentage
dissatisfied with it.

28
 TABLE 4.16

Table showing Price Range

Response No. of Respondents Percentage
Highly satisfied 20 40
Satisfied 26 52
Neutral 3 6
Dissatisfied 1 2
Highly dissatisfied 0 0
Total 50 100

(source: primary data)

CHART 4.16

Chart showing Price Range

60

50

40

30

20

10

0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

52 percentage of respondents are satisfied with the price range of Xiaomi phones
and 40 percentage are highly satisfied with it. 6 percentage have neutral opinion
and 2 percentage dissatisfied with the statement.

29
 TABLE 4.17

Table showing Wi-Fi Connectivity

Response No. of Respondents Percentage
Highly satisfied 16 32
Satisfied 20 40
Neutral 12 24
Dissatisfied 2 4
Highly dissatisfied 0 0
Total 50 100

(source: primary data)

CHART 4.17

Chart showing Wi-Fi connectivity

Highly dissatisfied

Dissatisfied

Neutral

Satisfied

Highly satisfied

0 5 10 15 20 25 30 35 40 45

The above chart shows that 40 percentage of respondents are satisfied with the
Wi-Fi connectivity and 32 percentage highly satisfied it. 24 percentage have no
opinion about the statement and 4 percentage dissatisfied with it.

30
 TABLE 4.18

Table showing Touch Screen

Response No. of Respondents Percentage
Highly satisfied 17 34
Satisfied 20 40
Neutral 13 26
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100

(source: primary data)

CHART 4.18

Chart showing Touch Screen

Highly dissatisfied

Dissatisfied

Neutral

Satisfied

Highly satisfied

0 5 10 15 20 25 30 35 40 45

The above chart shows that, 40 percentage of total respondents are satisfied with
touch screen and 34 percentage are highly satisfied. 26 percentage of respondents
have a neutral mind on it.

31
 TABLE 4.19

Table showing Compared with other phones

Response No. of Respondents Percentage

Excellent 28 56
Good 21 42
Fair 1 2
Poor 0 0
Total 50 100
(source: primary data)

CHART 4.19

Chart showing Compared with other phones

Fair
2%

Good
42%

Excellent
56%

56 percentage of the respondents consider it is excellent using Xiaomi mobiles

and 42 percentage feels good. A 2 percentage of users thinks it is just fair.

32
 TABLE 4.20

Table showing Recommend to others

Response No. of Respondents Percentage

Yes 48 96

No 2 2

Total 50 100

(source: primary data)

CHART 4.20

chart showing Recommend to others

No
2%

Yes
98%

Major portion of the users will recommend Xiaomi mobile to others. A small
portion of them will not recommend others to buy.

33
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

▪ Most of the respondents are male

▪ The survey is conducted on Xiaomi mobile phone users

▪ Most of the respondents use Redmi model of Xiaomi, followed by MI and

Poco.

▪ 56 percentage of the respondents bought mobile phones under Rs 15000

and 40 percentage bought phones in the range of Rs 15000 – Rs 25000.

▪ 48 percentage of the respondents are using the mobile phone for a span

of 1 to 3 years followed by a 36 percentage of users for less than 1 year

▪ 38 percentage of respondents believe that Samsung is the competitor of

Xiaomi phones and 30 percentage thinks that oppo is the competitor.

▪ Most of the people buy Xiaomi phone through online sites.

▪ Most of the respondents are using Xiaomi phone because they are user
friendly.

▪ Major portion of the respondents agrees that Xiaomi supports all kind of
android applications.

▪ Nearly half of the respondents consider the service quality of Xiaomi

mobiles is very good.

▪ A major portion of the respondents get their accessories easily.

34
▪ Most of the respondents are satisfied with the brightness of mobile phone.

▪ Around half of the respondents are highly satisfied with the battery backup

▪ 38 percentage of people are highly satisfied with the storage facility and 34
percentage are moderately satisfied with the storage facility provided by Xiaomi
phones.

▪ 44 percentage of the total respondents are highly satisfied with the picture
quality of Xiaomi mobile phones and a same percent of respondents are just
satisfied with it. A small number of 2 percentage respondents have dissatisfaction
with the picture quality.

▪ More than half of the respondents are satisfied with the price range of Xiaomi
and a 40 percentage are highly satisfied with the same.

▪ 40 percentage among the respondents are satisfied with the Wi-fi connectivity
of mobile phone, but there is a 4 percentage of users who are not satisfied with
the connectivity.

▪ 40 percentage of the total respondents are satisfied with the touchscreen facility
of their smart phone. Around 36 percentage are highly satisfied and the rest have
neutral mind on it.

▪ More than 50 percentage of the users feel excellent using Xiaomi mobile phones
compared to other mobile phones and 42 percentage of the users shows good
response for the same.

▪ Almost all the users will definitely recommend this phone to others to buy.

35
5.2-SUGGESTIONS

▪ Ensure more picture quality in Xiaomi mobile

▪ Enable more wi-fi connectivity in Xiaomi mobile

▪ Need to improve more quality service to customers

36
 -CONCLUSION

From the study, it is revealed that the customers are satisfied using Xiaomi
mobile phones. Most of the users are using Xiaomi mobile phones because of its
user friendliness. The respondents are satisfied in the case of battery backup.
From the study it is found that the user friendliness of the mobile phone is their
strength which makes their customers more satisfied.

Mobile phone industry has become one of the most intense industry in the world
and with that the competitions between brands and companies are getting fiercer
than ever. In the fourth chapter, we can see that Samsung is the sound competitor
of Xiaomi mobile phone. Samsung company adopts new technology in new
mobile phones. So, Xiaomi company should have to bring out more features
which will accomplish the satisfactions of customer.

Xiaomi has adopted some new features to attract the customers. But there is no
effective implementation for some features. The company needs to give more
advertisement frequently through various media to increase the sales and to
reduce the switching over to other brands. The company should give more offers
which fulfill the needs of the customers. If done effectively, the Xiaomi mobile
will be more satisfying than other mobiles.

37
BIBLIOGRAPHY
BIBLIOGRAPHY
Books:
• C.R. Kothari, Research Methodology , second edition
• Philip Kotler, Marketing Management
• Philip Kotler , Kevin Lane Keller, Marketing Management -A South
Perspective
Journals:
• Abdalla Nayef Al-Refai and Nor Azila Bt Mohd Noor(2014) in their article
entitled, “The Influence of the Trust on Customer Satisfaction in Mobile Phone
Market: An Empirical Investigation of the Mobile Phone Market”
• Nidhi P. Shah (2013) in his article entitled, “Customer Satisfaction of Samsung
mobile handset users”
• Debarun Chakraborty (2013) in his article entitled, “Customer Satisfaction and
Expectation towards Aircel: A Research Conducted in West Midnapore”
• J.Pakola, M.Pietila and R.Svento etal (2003) in their article titled, “An
investigation of customer satisfaction in mobile phone markets in Finland”
• K.E.Lommeruda and L.Sorgard (2003) in their study on “entering in
telecommunication: customer loyalty, price sensitivity and access prices”
• Michael Draganska And Dipal Jain (2003) in their article titled, “consumer
preferences and product line pricing strategies: an empirical analysis”
• Bhave and Ashish (2002) in their article entitled, “customer satisfaction
measurement”
• Balasubramanian, Paterson and S.L.JarvenPoa etal (2002) in their article
entitled, “exploring the implications of M-convenience for markets and
marketing”
• David M.Szymanski and David H.Henard (2001) in their study entitled “The
new marketing developing long-term interactive relationships”
• Jonathan, Lee, Janghyuk, Lee, Lawrence and Feick etal (2001) in their article
titled “The impact of switching costs on the customer satisfaction loyalty link:
mobile phone service in France”
Websites:
• www.mi.com
• www.wikipedia.org
• https://shodhganga.inflibnet.ac.in/
ANNEXURE
 ANNEXURE

QUESTIONNAIRE

“A STUDY ON CUSTOMER SATISFACTION TOWARDS

XIAOMI MOBILE PHONES”

1. Name:____________________________________________

2. Gender:

Male Female

3. Do you have XIAOMI mobile phone?

Yes No

4. Which model of XIAOMI are you using?

Redmi Poco MI

5. What is the price of your smart phone?

Below Rs 15000

Rs 15000 – Rs 25000

Above Rs 25000

6. How long are you using the XIAOMI mobile phones?

Less than 1 year

1 to 3 years

More than 3 years

7. According to you who is a sound competitor to XIAOMI
mobiles?

Apple Samsung

Huawei Oppo

8. Where do you purchase your mobile?

Company showroom Online sites

Secondhand seller Sub dealer

9. Why are you using XIAOMI mobile phones?

User friendliness

Low cost

Battery backup

10. Does your phone support all android applications?

Yes No

11. How is the service quality of XIAOMI?

Excellent Very good Good

Fair Poor

12. Is the accessories of XIAOMI mobile phones are easily

available?

Yes No
 13. How satisfied are you with the following features of XIAOMI?
(Hs-Highly Satisfied, S-Satisfied, N-Neutral, DS-Dissatisfied, HDS-Highly
Dissatisfied)

HS S N DS HDS

Brightness

Battery
backup
Storage

Picture
Quality

Price range

Wi-fi
connectivity

Touchscreen

14. When you compared to other mobilephones XIAOMI is?

Excellent Good

Fair Poor

15. Will you recommend others to buy XIAOMI mobile phones?

Yes No