1.1.

INTRODUCTION:
A. Definition of Mobile Phones:
The “mobile phone” or “cell phone” or “Hand phone” is a portable electronic device
used for mobile Communication. In addition to voice function of mobile phone can
support many Additional services such as SMS for text messaging, MMS for sending and
receiving photos and videos, packet switching for access to the internet. Mobile phones
offering only those capabilities are known as features phones; mobile phones which
offer greatly advanced capabilities are referred to as smart phones. The first Mobile
phones were only used to make and receive calls and they were so bulky as it was
impossible to carry them in a pocket. These phones used primitive RFID and wireless
systems to carry signals from a cabled PSTN (public Switched Telephone Network) end
point. A mobile phone typically operates on a cellular network, which is composed of
cell sites scattered cities, Country sides and even mountainous regions. The transmitter
span of coverage is called a cell. If a user happens to be located in an area where there
is no signal from any cell site belonging to the cellular network provider he or she is
subscribed to, calls cannot be placed or received in that location. A cellular telephone is
not to be confused with a cordless telephone. A newer service similar to cellular is
personal Communications services (PCS).
B. The Global Mobile Industry:
The global mobile phone Industry is located on many different manufactures and
operators. The Industries based on advanced technology and many of the manufactures
are operating in different Industries, where they use their technological skills,
distribution network, market knowledge and brand name, The large manufactures of
mobile phones in the global Industry today are: Apple, Samsung, Redmi, Vivo, Oppo,
Realme, Nokia and Motorola. In Addition to this Companies there are many
manufactures that operates globally and locally.

C. The Telecom Industry In India:

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 Telecom Industry is one of the fastest growing Industries in India. India has
nearly 900 million Telephone lines making it the second largest Telecommunication
Network in the world after China and USA.
 Over the last 7 years, the Indian telecom Industry has grown significantly by 65%.
 The number of mobile towers increased from 4,00,000in 2014 to 6,60,000 in 2021
 India has the world’s second largest internet user-base with 747.41 million broadband
internet subscribers in the country.
 India’s mobile phone share of rural subscribers is 45.43%, share of urban subscribers
is 54.57% as on Dec 2020.
 China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscriber in Asia Pacific.
D. History of Indian Telecommunication:
Telecommunications in India began with the introduction of the telegraph the Indian
Postal and telecom sectors are one of the world’s oldest. In 1850, the first experimental
electric telegraph line was started between Calcutta and Diamond Harbour. In 1851, It
was opened for the use of the British East India Company. Telephone services are
introduced in India in 1881. In 1883 telephone services were merged with the postal
system. After Independence In 1947, all the foreign telecommunication companies were
nationalised to form the posts, telephone and telegraph, a monopoly run by the
government’s ministry of Communications.
Telecom sector was considered as a strategic service and government considered it best
to bring under state’s control. In the year 1975 department of telecom was reasonable
for telecom services in the entire country after separation from Indian post and
telecommunications. A decade later Mahanagar Telephone Nigam Ltd. Was chipped out
of DOT to run the telecom services of Delhi and Mumbai. In 1990’s , a telecom sector
was opened up by the government for private Investment. In 1995 TRAI (Telecom
Regulatory Authority of India) was setup. This reduced the interference of government
in deciding tariffs and policies making. The government of India corporatized the
operations wing of devotee in 2000 and renamed Department of telecom as Bharat
Sanchar Nigam Ltd (BANL). TRAI was formed to act as a regulatory to facilitate the
growth of the telecom sector. New National telecom policy was adopted in 1999 and

2
 cellular services were also launched in the same year. Telecom sector in India can be
divided into two segments: Fixed service provider (FSPS), and cellular services. Fixed line
services consists of basic services, national or domestic long distance and international
long distance services. Private services focuses on the business or corporate sectors, and
offer reliable, high-end services, such as leased lines, IADN, closed user group and video
conferencing cellular services can be further divided into two Categories.
Global System for mobile communications (GSM) and Code Division Multiple Access
(CDMA). The GSM sector is dominated by Airtel, Voda phone, Reliance and Idea cellular
while the CDMA sector is dominated by Reliance and Tata Indicom.

E. The Key Players in the Telecom Market in India:

1) SAMSUNG
2) VIVO
3) OPPO
4) REDMI
5) APPLE
6) REALME
7) NOKIA
8) MOTOROLA
SAMSUNG :
Samsung Galaxy, stylized as SAMSUNG Galaxy since 2015 (except japan where it omits
the Samsung branding), previously stylized as Samsung GALAXY; abbreviated as SG) is a
series of computing and mobile computing devices that are designed, manufactured
and marketed by Samsung Electronics. The product line includes the Samsung Galaxy S
series of high-end smartphones, the Samsung Galaxy Tab series of tablets, the Samsung
Galaxy Note series of tablets and phablets with the added functionality of a stylus, the
foldable Samsung Galaxy Z series, and smart watches including the first version of the
Samsung Galaxy Gear, with later version dropping the Galaxy branding, until the release
of the Samsung Galaxy Watch in 2018. Samsung Galaxy devices use the Android
operating system produced by Google, with a custom user interface called One UI (with
previous version being known as Samsung Experience and TouchWiz). 0 However, the
Galaxy TabPro S is the first Galaxy-branded Windows10 device that was announced in

3
CES 2016. The Galaxy Watch is the first Galaxy-branded smart watch since the release of
later iterations of the gear smartwatch from 2014 to 2017. In 2020 Samsung added the
Samsung Galaxy Chromebook 2-in-1 laptop running Chrome OS to the Galaxy branding
lineup. The follow-on Samsung Galaxy Crhomebook 2 was released in 2021.
Categories :
Galaxy Z, Galaxy S, Galaxy note (discontinued in 2021 ), Galaxy A, Galaxy M, Galaxy J,
(discontinued in 2019), Galaxy Tab, Galaxy Fit, Galaxy Watch, Galaxy grand
(discontinued).
Smartphones:
The flagship Galaxy smartphones are the Galaxy S and the phablet Galaxy Note series.
The Galaxy Z series are foldable smartphones. The Galaxy A series, Galaxy M series and
Galaxy F series are mid-ranges. Other series such as the C,J, and W are discontinued.

GT-Snnn5/GT-Nnnn5/GT-Pnnn5/GT-Innn5/SM-NnnnF/SM-Tnn5/SM-GnnnF – 4G/LTE
model
 SM-Wnnn – Windows model (i.e., Galaxy Book)
 SM-Gnnn – S series model
 SM-Fnnn – Z series model, F series model
 SM-Ennn – F series model
 SM-Annn –A series model
 SM-Mnnn –M series model
 SM-Snnn –S series model
 SM-Xnn –Tab S model.

Vivo :
Vivo Communication Technology Co. Ltd. (styled as Vivo) is a Chinese multinational
technology company headquartered in Dongguan, Guangdong that designs and
develops smartphones, smartphone accessories, software and online services. The
company develops software for its phones, disturbed through its V-Appstore, with
iManager included in their proprietary, Android-based operating system, origin OS in
Mainland china, and Funtouch OS elsewhere. It has 10,000 employees, with 10R&D

4
centers in Shenzhen, Dongguan, Nanjing, Beijing, Hangzhou, Shanghai, Xi’an, Taipei,
Tokyo, and San Diego.
History:
Since its founding in 2009, Vivo has expanded its global market, serving over 400 million
users with its mobile products and services, to over 60 countries and regions. In 2017,
Vivo entered the smart phone market in Taiwan, Hong kong, Macau, Russia, Brunei,
Cambodia, Laos, Sri Lanka, Bangladesh, and Nepal. In June 2017, it entered the Pakistan
smartphone market and the vivo brand is currently experiencing rapid growth and
popularity in the country. In October 2020, vivo announced that it would being to sell its
products also in Europe. On 17 December 2020, vivo and Zeiss announced a long term
strategic partnership to jointly promote and develop breakthrough innovations in
mobile imaging technology.
The first “vivo Zeiss co-engineered imaging system “will be featured in the vivo X60
series. As part of the collaboration agreement, vivo and Zeiss will establish the vivo Zeiss
imaging Lab, a joint R&D program to innovate mobile imaging technology for vivo’s
flagship smartphones. In 2021, vivo was ranked among the top 5 smartphone makers,
achieving a globa market share of 8%. In April 2021, three pallets of vivo phones caught
fire at Hong Kong International Airport, promoting an ban on air freight of vivo phones
through Hong Kong. In June 2022, vivo entered the world-famous Guinness Book of
Records.
Marketing:
In October 2015, vivo became the title sponsor of the Indian Premier League (IPL)
under a two-year deal starting in the 2016 season. In July 2017, the deal was extended
until 2022. However, in response to the 2020 border skirmishes between India and
China, the Board of control for cricket in India (BCCI) was criticised in India for allowing a
Chinese company to be the title sponsor of the league. Vivo and BCCI mutually agreed
to suspend that deal for the 2020 season, with a clause to resume it next season.
In 2017, vivo reached a sponsorship deal with FIFA to become the official smartphone
brand of the 2018 and 2022 FIFA World Cups. The company also signed a deal with UEFA
as an official partner of UEFA Euro 2020 and UEFA Euro 2024, and became a title
sponsor of India’s Pro Kabaddi. Vivo has sponsorship deal with the NBA in china, with

5
Golden State Warrior player Stephen Curry. He endorses the brand in china and the
Philippines. Vivo Electronics Crop. Is a phone brand based in Dongguan, Guangdong,
China. It was founded in 2009. The company is another Chinese smartphone maker to
enter India recently. It makes low-cost Android phones, and those in the mid-range
segment of the market. All of these are available in India too. Vivo’s latest model launch
is the V27e.
The mobile was launched in 1st March 2023. The phone comes with a 6.62-inch
touchscreen display with a resolution of 2400 pixels by 1080 pixels. It comes with 8GB of
RAM. The phone packs 256GB of internal storage As far as the cameras are concerned,
the vivo V27e packs a 64-megapixel (f/f/1.79) +2-megapixel primary camera on the rear
and a 32-megapixel (f/f/2.0) front shooter for selfies. The Vivo V27e runs Android
Android 13 and is powered by a 4600mAh non removable battery. It measures
162.51*7.75.81*7.70 (height*width*thickness) and weigh 185.00 grams. The Vivo V27e
is a dual SIM (GSM+CDMA and GSM+CDMA) mobile that accepts Nano-SIM and Nano-
SIM. Connectivity options include Wi-Fi, GPS, Bluetooth, NFC, USB type-C, 3G and 4G.
Sensors on the phone include In-Display Fingerprint sensor, Compass Magnetometer,
Proximity sensor, Accelerometer, Ambient light sensor and Gyroscope.
OPPO :
Guangdong OPPO Mobil Telecommunications corp., Ltd, doing business as OPPO, is a
Chinese customer electronics manufacturer headquartered in Dongguan, Guangdong.
Its major product lines include smartphones, smart devices, audio devices, power banks,
and electronic products. It is reportedly associated with BBK Electronics, while the
company officially denies this.
History :
The brand name “OPPO” was registered in China in 2001 and launched in 2004. Since
then, the company has expanded to 50 countries. In June 2016, OPPO became the
largest smartphone manufacturer in china, selling its phones at more than 200,000
retail outlets. OPPO was the top smartphone brand in china in 2019 and was ranked
No.5, in market share, worldwide.
Branding :

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The South Koran boy band 2PM prepared a song known as “Follow Your Soul” in a
promotional deal with OPPO for launch its brand in Thailand in 2010. In June 2015, the
company signed an agreement with FC Barcelona to become a sponsor of the Spanish
football club. In 2016, the Philippine Basketball Association tied up with this company as
its official smartphone partner, beginning with the 2016 PBA commissioner’s Cup which
began on 10 February. OPPO hires celebrity endorses in Vietnam. Son Tung M-TP
endorses three smartphone units: Neo 5, Neo 7, and F1s. OPPO made a sponsorship to
one of Vietnam’s top-rated reality shows, The Face Vietnam. In 2017, OPPO won the bid
to sponsor the India national cricket team, which allows their logo to be used on the
team’s kits from 2017 to 2019. In 2019, OPPO became sponsoring partner of the French
Open tennis tournament held in Roland-Garros, Paris.

The same year, they also became a sponsoring partner of Wimbledon for 5 years as the
first official smartphone partner. Starting with the 2019 World Championship, OPPO is
the exclusive global smartphone partner for league of Legends esports through 2024,
OPPO will have year-round activations centered around the sport’s three annual global
tournaments: the mid-season Invitational, the All-Star Event, and the world
Championship.
Research and development :
OPPO is a subsidiary of BBK Electronics along with Vivo and Realme. OPPO mobiles are
best known for their impeccable cameras and stylish aesthetics. OPPO is rightly called
the ‘camera phone’, these phones are selfie experts. Type
Subsidiary
Industry Consumer electronics
Founded 10 October 2004; 18 years ago
Headquarters Dongguan, Guangdong, china
Area served worldwide
Key people Tony Chen (CEO)
Products Hi-Fi
Home cinemas

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 Audio visual
Tablet computers
ColorOS
Smartphones

Number of Employees 40,000

Subsidiaries One Plus

REDMI :

REDMI is a subsidiary company owned by the Chinese electronics company XIAOMI. It was
first announced in July 2013 as a budget smartphone line, and became a separate sub-brand
of XIAOMI in 2019 with entry-level and mid-range devices, while XIAOMI itself produces
upper-range and flagship XIAOMI (formerly MI) phones. REDMI phones use the XIAOMI’s
MIUI user interface on top of Android. Models are divide into the entry-level REDMI Note,
and the high-end REDMI K. In addition, the unrelated MI A Android One series is also
positioned in the similar market segment with REDMI devices, despite being part of the
upper-range XIAOMI MI line up. The most significant difference from other XIAOMI
smartphones is that they use less-expensive components and thus have lower prices while
retaining higher significations.

In August 2014, The Wall Street Journal reported that in the second quarter of the 2014
fiscal year, XIAOMI had a market share of 4% of smartphone shipment ranking in China.
REDMI sales were attributed as a contributing factor toward this shipment rankings. REDMI
is set to bring another new smartphone line up in the budget segment in India very soon.
The company has teased the new REDMI A1 smartphone which is likely to focus on the
entry-level segment. REDMI already has the regular REDMI 10a series in the same price
range, but it seems the brand will give the REMI A1 a different twist by offering it a stock
Android experience.

Type :Subsidiary

Founded: July 2013; 9 years ago (as XIAOMI REDMI series) 10 January 2019; 4 Years ago
(subsidiary of XIAOMI)

Key people: William Lu (general Manager)

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Products: Smartphones Power banks Laptops Smart TVs

Parents: XIAOMI

History :The first REDMI phone HONGMI (Red Rice in Mandarin), released in China in
2013, was first launched on XIAOMI’s website, with consumer sales beginning on 12 July
2013. The phone was internationally released under the REDMI brand in early 2014.

2014 :

On 13 March 2014, REDMI announced that their phones had been sold out in Singapore
alone, eight minutes after being made available to buy on XIAMI’s website. Criticism
regarding the release of REDMI phones included the notion of that the firm may be
exaggerating its sales by releasing them in small batches, causing them to quickly sell out.
On 4 August 2014, The Wall Street Journal reported that in China’s smart phone market,
XIAOMI overtook Samsung in the second quarter of the 2014 fiscal year with a 14%market
share in smartphone shipment rankings, while Samsung had a 12% market share during this
time. YULONG and Lenovo both had a 12% market sharing during this time. REDMI sales
were attributed as contributing to XIAOMI’s increased shipment rankings in the smartphone
market. Conversely, in the first quarter of 2014, XIAOMI held a 10.7% market share.

2016 :

In July 2016, the actors Liu shishi, Wu Xiubo and Liu Haoran became the first ambassadors of
the REDMI series in China. REDMI pro has appeared as pro line up in REDMI series. On 25
August 2016, XIAMI unveiled the REDMI Note 4, powered by Media TEK’s Helio X20 deca-
core processor clocked at 2.1 GHz. The device has 2GB RAM and 16 GB of internal storage. It
has a 5.5inch full-HD display and a 13MP rear camera and 5MP front camera. It runs on
Android 5.1 Lollipop and is powered by a 4,100 mAh battery. In November 2016, XIAOMI
released its new budget phone, REDMI 4. It has a polycarbonate body, dual-SIM support and
runs on MIUI 8 based on Android 6.0.1 Marshmallow. The REDMI 4 has a 5-inch 720*1280
pixels display, is powered by a 1.4 GHz octa-core Processor, and has 2GB of RAM.

2019 :

9
In January 2019, XIAOMI officially announced REDMI to be a separate sub-brand, distinct
from XIAOMI. On 10 January 2019, REDMI unveiled the REDMI Note 7 and Note 7 Pro, the
first phones in the REDMI series with a 48-megapixel rear camera. The Note 7 has a Samsung
GM1 image sensor, and he Note 7 pro has a Sony IMX586 48MP image sensor. The note 7 is
powered by the Qualcomm Snapdragon 660 Octa-core Processor clocked at 2.2GHz, and the
note 7 Pro has an 11 nm Qualcomm snapdragon 675 octa-core Processor clocked at 2.0GHz.
The Note 7 is available with 3 GB RAM with 2GB storage, 4GB RAM with 6GB storage and
6GB RAM with 64GB storage.

It has a 4,000mAh battery with Quick charge 4.0. The REDMI Note 7 series of smartphones
is one of the best-selling REDMI phones; over 20 million devices were sold in the 7 months
from their introduction. The REDMI K20 and K 20 Pro (also marketed as the MI 9T) are
REDMI’s first foray into the flag ship market. The phone was launches along with the REDMI
7A in china on 28 May. The K20 Pro is powered by the flagship snapdragon 855 processor
while the K20 is powered by the newly released snapdragon 730 and REDMI 7A is a less
expensive phone with snapdragon 439. REDMI Note 8 and Note 8 Pro were launched on 29
August, and REDMI 8 and 8A were announced in October 2019. After emerging as a sub-
brand of XIAOMI, REDMI employed the same smartphone & Alo T dual core strategy as
XIAOMI, and branched out to different product categories such as smart TV’s notebook PCs.
XIAOMI also forayed into home appliances such as washing machine, and products such as
luggage.

2020 :

On 7 January, REDMI unveiled the REDMI K30 5G, it being REDMI’s first 5G Handset available
in the market. The K30 is powered by the flagship snapdragon 765G an octa-core Processor
clocked at 2.4 GHz. The K30 features a LCD display Punchhole camera cut out with 120 Hz
refresh rate. In March, REDMI unveiled the REDMI Note 9 PRO and REDMI Note 9 Pro Max in
India. Both Handset models is powered by the snapdragon 720G, an Octa-core Processor
clocked at 2.3 GHz. The REDMI Note 9Pro features a 48MP quad camera rear setup and 18W
fast charge, while the REDMI Note 9 Pro Max features a 64 quad camera rear setup and 33W
fast charge. In the same month, REDMI introduced the REDMI Note 9S to the global market,

10
rebranded from the Indian REDMI Note 9 Pro, both featuring identical design and
specifications.

APPLE:

This article is about the technology company. For other companies of the same name, see
apple (disambiguation) Apple Inc . Is an American multinational technology company
headquartered in Cupertino, California, United States. Apple is the largest technology
company by revenue (totalling US$365.8 billion in 2021) and, as of June 2022, is the worlds
biggest company by market capitalisation, the fourth-largest personal computer vendor by
unit sales and second-largest mobile phone manufacturer. It is one of the Big Five American
information technology companies, alongside Alphabet (Google), Amazon, Meta (Facebook),
and Microsoft.

Apple was founded as Apple Computer company on April 1, 1976, by Steve Wozniak, Steve
Jobs and Ronald Wayne to develop and sell Wozniak’s Apple I personal computer. It was
incorporated by Jobs and Wozniak as Apple computer, Inc. in 1977 and the Companies next
computer, the Apple II, became a best seller and one of the first mass-produced
microcomputers. Apple went public in 1980 to instant financial success. The company
developed computers featuring innovating graphical user interfaces, including the 1984
original Macintosh, announced that year in a critically acclaimed advertisement. By 1985,
the high cost of its products and power struggles between executives caused problems.
Wozniak stepped back from Apple amicably and pursued other ventures, while Jobs resigned
bitterly and founded NeXT, taking some Apple employees with him. As the market for
personal computers expanded and evolved throughout the 1990s, Apple lost considerable
market share to the lower-priced duopoly of the Microsoft Windows operating system on
Intel-powered PC clones (also known as “Wintel”). In 1997, weeks away from bankruptcy,
the company bought NeXT to resolve Apple’s unsuccessful operating system strategy and
entice Jobs back to the company. Apple became the first publicly traded U.S Company to be
valued at over$ 1 trillion in August 2018, then $2 trillion in August 2020, and $3 trillion in
January 2022. As of January 2023, it was valued at around $2.2 trillion. The company
receives criticism regarding the labour practices of its contractors, its environmental
practices, and its business ethics, including anticompetitive practices and materials sourcing.

11
Nevertheless, the company has a large following and enjoys a high level of brand loyalty. It is
ranked as one of the world’s most valuable brands.

HISTORY :

1976-1980: Founding and incorporation:

See also: history of Apple Inc. 1971-1985: Jobs and Wozniak Apple Computer Company was
founded on April 1, 1976, by Steve Wozniak, and Ronald Wayne as a partnership. The
company’s first product was the Apple I, a computer designed and hand-built entirely by
Wozniak. To finance its creation, Jobs sold his Volkswagen Bus, and Wozniak sold his HP-65
calculator. Wozniak debuted the first prototype Apple I at the Homebrew Computer club in
July 1976. The Apple I was sold as a motherboard with CPU, RAM, and basic textual-video
chips- a base kit concept which would not yet be marketed as a complete personal
computer. It went on sale soon after debut for US$666.66 (equivalent to $3,175 in
2021).Wozniak later said he was unaware of the coincidental mark of the beast in the
number 666, and that he came up with the price because he liked “repeating digits”. Apple
Computer, Inc. was incorporated on January 3, 1977, without Wayne, who had left and sold
his share of the company back to Jobs and Wozniak for $800 only twelve days after having
co-founded Apple. Multimillionaire Mike Markkula provided essential business expertise and
funding of US$250,000 (equivalent to $1,117,930 in 2021) to Jobs and Wozniak during the
incorporation of Apple.

VisiCalc created a business market for the Apple II and gave home users an additional reason
to buy an Apple II: compatibility with the office. Before VisiCalc, Apple had been a distant
third place competitor to commodore and Tandy. By the end of the 1970s, Apple had
become the leading computer manufacture in the United States. On December 12, 1980,
Apple (ticker symbol “AAPL”) went public selling 4.6millon shares at $22 per share ($.10 per
share when adjusting for stock splits as of September 3, 2022), generating over $100 million,
which was more capital than any IPO since Ford Motor Company in 1956. By the end of the
day, 300 millionaires were created, from a stock price of $29 per share and a market cap of
$1.778 billion.

1980-1990: Success with Macintosh:

12
A critical moment in the company’s history came in December 1979 when jobs and several
Apple employees, including human-computer interface expert Jef Raskin, visited Xerox PARC
in to see a demonstration of the Xerox Alto, a computer using a graphical user interface.
Xerox granted Apple engineers three days of access to the PARC facilities in return for the
option to buy 100,000 shares (22.4 million split –adjusted shares as of September 3, 2022) of
Apple at the pre-IPO price of $10 a share. After demonstration, Jobs was immediately
convinced that all future computers would use a graphical user interface, and development
of a GUI began for the Apple Lisa, named after Job’s daughter.

2007-2011: Success with mobile devices :

Apple unveiled a large screen, tablet like media device known as the iPad on January 27,
2010. The iPad ran the same touchbased operating system as the iPhone, and all iPhone
apps were compatible with the iPad. This gave the iPad a large app catalog on launch,
though having very little development time before the release. Later that year on April 3,
2010, the iPad was launch in the U.S. It sold more than 300,000 units on its first day, and
500,000 by the end of the first week. In May of the same year, Apple’s market cap exceed
that of competitor Microsoft for the first time since 1989.

In June 2010, Apple released the iPhone 4, which introduced video calling using Face Time,
multitasking, and a new uninsulated stainless steel design that acted as the iPhone’s
antenna. Later that year, Apple again refreshed its iPod line of MP3 players by introducing a
multitouch iPod Nano, an iPod touch with Face time, and an iPod shuffle that bought back
the click wheel buttons of earlier generations. It also introduced the smaller, cheaper second
generation Apple TV which allowed renting of movies and shows.

REALME :

REALME (stylized as REALME) is a Chinese consumer electronics manufacturer based in

Shenzhen, Guangdong. It was founded by Li Bingzhong (known as Sky Li) on May 4, 2018,
who was former vice president of OPPO. Started original as a sub-brand of OPPO, REALME
eventually ventured as its own brand. REALME then became the fastest-growing 5G
smartphone brand in Q3 2021 with an 831% growth rate.

HISTORY :

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 On July 30, 2018, Sky Li announced his resignation from OPPO and his intention to
establish REALME as an independent brand on Sina Weibo.

 On November 15, 2018, REALME adopted a new logo.

 On November 22, 20118, REALME became an emerging brand in the Indian market. The
sales of REALME devices in India have since surpassed the sales of OPPO. REALME has been
the fourth largest smartphone brand in India since 2019, behind XIAMI, Samsung, and Vivo.
REALME holds records in India for fastest-charging smartphone and India’s first 5G
smartphone.

 On May 15, 2019, REALME held its first conference in Beijing to enter the Chinese
domestic market, launching the REALME X, REALME X Lite and REALME X Master Edition.

 In June 2019, REALME announced its entry into the European market.

 On June 26, 2019, REALME released its first photo taken with its 64MP camera.  By July
2019, REALME had entered markets including Chine, South Asia, Southeast Asia and Europe.

 By August 2019, REALME surpassed 10 million users.

 In August 2019, REALME showed a prototype device with a quadruple 64MP camera in
China and India

.  In 2021, the brand had a user base in Europe and Asia that one review described as “fairly
wide”.

 In June 2021, C11 2021 was launched, that comes with Android Go 11

.  On May 16, 2022, Francis Wong takes over as CEO of REALME Europe.

 On May 18, 2022, REALME announces Narzo 50 5G and 50 Pro 5G.  In June 2022, C30 was
launched, that comes with Android Go 11

 In June 2022, narzo 50i Prime, that comes with Android Go 11.

The company has a large number of products, particularly in the Indian market.

 REALME 1

 REALME 2/2 Pro

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 REALME U1

 REALME 3/3 Pro

 REALME 5/5 Pro

 REALME 7i/7/7 Pro

 REALME 8i/8/8 Pro

 REALME 9i/9 4G/9 SE/9 Pro 5G/9 Pro+5G

 REALME 10/10 Pro 5G/10 Pro+5G

REALME‘s popularity online can be attributed to its successful utilization of community-

driven resources such as Facebook. In 2018, REALME Philippines created the Squad Leader
Program. According to REALME, the initial three Squad Leaders will help provide information
to community members and help manage the official Facebook communities in exchange for
REALME perks which includes official REALME products and internal merchandise. From less
than 5,000 members at the end of 2018, the Squad Leader Program was able to grow the
company’s official Facebook community to over 500,000 combined community members.
This makes it one of the largest official Facebook communities of any smartphone brand in
the country. Currently, the Squad Leader Program has over 7 members, all of them work for
free.

NOKIA :

Nokia corporation ( natively Nokia Oyj, referred to as Nokia) is a finish multinational

telecommunications, information technology, and consumer electronics corporation,
established in 1865. Nokia’s main headquarters are in Espoo, Finland, in the greater Helsinki
metropolitan area, but the company’s actual roots are in the Tampere region of Pirkanmaa.
In 2020, Nokia employed approximately 92,000 people across over 100 countires, did
business in more than 130 countries, and reported annual revenues of around E23 billion.
Nokia is a public limited company listed on the Helsinki Stock Exchange and New York Stock
Exchange. It is the world’s 415th - largest company measured by 2016 revenues according to
the Fortune Global 500, having peaked at 85th place in 2009. It is a component of the Euro
stoxx 50 stock market index. The company has operated in various industries over the past

15
150 years. It was founded as a pulp mill and had long been associated with rubber and
cables, but since the 1990s had focused on large-scale telecommunications infrastructure,
technology development, and licensing. Nokia made significant contributions to the mobile
telephony industry, assisting in the development of the GSM, 3G, and LTE standards. For a
decade beginning in 1998, Nokia was the largest worldwide vendor of mobile phones and
smartphones. In the later 2000s, however, Nokia suffered from a series of poor management
decisions, and soon saw its share of the mobile phone market drop sharply. After a
partnership with Microsoft and Nokia’s subsequent market struggles, in 2014 Microsoft
bought Nokia’s mobile phone business, incorporating it as Microsoft Mobile. After the sale,
Nokia began to focus more on its telecommunications infrastructure business and on
internet of things technologies, marked by the divestiture of its. Here mapping division and
the acquisition of Alcatel-lucent, including its Bell Labs research organisation.

HISTORY :

1865-1967 :

Nokia’s history dates from 1865, when Finish-Swede mining engineer Fredrik Idestam
established a pupl mill on the shores of the Tammerkoski rapids near the town of Tampere,
Finland (then in Russia Empire). A second pupl mill was opened in 1868 near the neighboring
town of Nokia, where there were better hydropower resources. In 1871, Idestam, together
with a friend leo Mechelin, formed a shared company and called it Nokia Ab(in Swedish,
Nokia company being the English equivalent), after the site of the second pulp mill. Idestam
retired in 1896, making Mechelin the company’s chairman; he expanded into electricity
generation by 1902, which Idestam had opposed. In 1904 Suomen Gummitehdas (Finish
Rubber Works), a rubber business founded by Wduard Polon, established a factory near the
town of Nokia and used its name.

In 1922, in a now independent Finland, Nokia Ab entered into a partnership with Finish
Rubber Works and Kaapelitehdas (the Cable Factory), all now jointly under the leadership of
Polon. The rubber company grew rapidly when it moved to the Nokia region in the 1930s to
take advantage of the electricity supply, and the cable company soon did too. In 1998 alone,
the company had sales revenue of $20 billion making $206 billion profit. By 2000 Nokia
employed over 55,000 people, and had a marketshare of 30% in the mobile phone market,

16
almost twice as large as its nearest competitor, Motorola. The company was operating in 140
countries as of 1999. It was reported at the time that some people believed Nokia to be a
Japanese company. Between 1996 and 2001, Nokia’s turnover increased fivefold, from E6.5
billion to E31 billion.

The company would then be known as a successful and innovative maker of camera phones.
The Nokia 3600/3650 was the first camera phone on sale in North America in 2003. In April
2005 Nokia partnered with German camera optics maker Carl Zeiss AG. That same month
Nokia introduced the Nseries, which would become its flagship line of smartphones for the
next six years. The Nokia N95 was introduced in September 2006 became highly successful
and was also awarded as ”best mobile imaging” device in Europe in 2008. The N93 in 2006
was known for its specialized camcorder and the twistable design that switches between
clamshell and a camcorder-like position. They were also well known for the N8 with a
highresolution 12-megapixel sensor in 2010; the 808 pure view in 2012with a 21-megapixel
sensor; and the Lumia 920 Flagship in 2012 with implemented advanced pure view
technologiesHowever, by 2006 the company wassteadily gaining and in Q4 2007 reached its
all-time high figure of 40.4%. Its smartphone market share in that quarter was 51%. Nokia
was the largest vendor at the time in all regions bar North America. Nokia launched mobile
TV trials in 2005 in Finland with content provided by public broadcaster Yle. The services are
based on the DVB-H standard. It could be viewed with the widescreen Nokia 7710
smartphone with a special accessory enabling it to receive DVB-H signals. Nokia partnered
with Arqiva and o2 to launch trials in the UK in September 2005. In 2005, Nokia developed a
Linux-based operating system called Maemo, which shipped that year on the Nokia 770
Internet Tablet. On 1 June 2006, Jorma Ollila became the company’s chairman and retired as
CEO, replaced by Olli-Pekka Kallasvuo.

Motorola:

Motorola Inc, was an American multinational telecommunications company based in

Schaumburg,Illinois,United States.After having lost $4.3 billion from 2007 to 2009,the
company split into two independent public companies,Motorola Mobility and Motorola
Solutions on January 4,2011.Motorola Solutions is the legal successor to Motorola,Inc., as

17
the reorganization was structured with Motorola Mobility being spun off.Motorola Mobility
was acquired by Lenovo in 2014.

Motorola designed and sold wireless network equipment such as cellular transmission base
stations and signal amplifiers. Motorola’s home and broadcast network products included
set-top boxes,digital video recorders,and network equipment used to enable video
broadcasting,computer telephony,and high-definition television.Its business and
government customers consisted mainly of wireless voice and broadbrand systems(used to
build private networks),and,public safety communications systems like Astro and
Dimetra.These businesses are now part of Motorola Solutions.Google sold Motorola home
(the former General Instrument cable businesses)to the Arris Group in December 2012 for
US$2.35 billion.

Motorola’s wireless telephone handset division was a pioneer in cellular telephones. Also
known as the Personal communication Sector (PCS)prior to 2004,it pioneered the “mobile
phone”with Dyna TAC,”flip phone”with the Micro TAC as well as the “clam phone”with the
Star TAC in the mid-1990s. It had staged a resurgence by the mid-2000s with the RAZR,but
lost market share in the second half of that decade.Later it focused on smartphones using
Google’s open-source Android mobile operating system.The first phone to use the newest
version of Google’s open source OS,Android2.0,was released on November 2,2009,as the
Motorola Droid(the GSM version launched a month later,in Europe,as the Motorola
Milestone).

The handset division(along with cable set-top boxes and cable modems)was later spun off
into the independent Motorola Mobility.On May 22,2012,Google CEO Larry Page announced
that Google had closed on its deal to acquire Motorola Mobility.On January 29, 2014,Google
CEO announced that pending closure of the deal,Motorola Mobillity would be auquired by
Chinese technology company Lenovo for US$2.91 billion .On October 30, 2014,Lenovo
finalized its purchase of Motorola Mobility from Google.

History:

Motorola started in Chicago,Illinois,as Galvin ManufacturingCorporation (at 847 West

Harrison Street)in 1928.

18
Paul Galvin wanted a brand name for Galvin Manufacturing Corporation’s new car radio, and
created the name “Motorola” by linking “motor” (for motor car) with “ola” (from
Victoria),which was also a popular ending for many companies at the
time,e.g.Moviola,Crayola.The company sold its first Motorola branded radio on June 23,
1930, to H.C. Wall of Fort Wayne,Indiana,for $30. The Motorola brand name became so well
known that Galvin Manufacturing Corporation later changed its name to Motorola,Inc.

Galvin Manufacturing corporation began selling Motorola car-radio receivers to police

departments and municipalities in November 1930.The company’s first public safety
customers (all in the US state of Illinois) included the village of River Forest,village of
Bellwood Police Department,City of Evanston Police , Illinois state Highway Police,and Cook
County(Chicago area)Police.

Many of Motorola’s products have been radio-related ,starting with a battery eliminator for
radios ,through the first hand-held walkie-talkie in the world in 1940,defense
electronics ,cellular infrastructure equipment ,and mobile phone manufacturing.In the same
year,the company built its research and development program with Dan Noble, a pioneer in
FM radio and semiconductor technologies,who joined the company as director of
research.The company produced the hand-held AM SCR-536 radio during World War II,
which was vital to Allied communication. Motorola ranked 94 th among United States
corporations in the value of World War II military production contracts.Motorola went public
in 1943,and became Motorola,Inc. in 1947. At that time Motorola’s main business was
producing and selling televisions and radios.

Motorola, post-split:

On August 15,2011, Google announced that it would purchase Motorola Mobility for about
$12.5 billion. On November 17,2011, Motorola Mobility stockholders “voted
overwhelmingly to approve the proposed merger with Google Inc”.

On May 22,2012, Google announced that the acquisition of Motorola Mobility

Holdings,Inc.had closed , with Google acquiring MMI for $40.00 per share in cash.($12.5
billion).On October 30,2014, Google sold off Motorola Mobility to Lenovo.The purchase
price was approximately US$2.91 billion(subject to certain adjustments),including US$1.41
billion paid at close:US $660 million in cash and US $750 million in Lenovo ordinary

19
shares(subject to a share cap/floor).The remaining US$1.5 billion was paid in the form of a
three-year promissory note.

After the purchase ,Google maintained ownership of the vast majority of the Motorola
Mobility patent portfolio, including current patent applications and invention disclosures,
while Lenovo received a license to the portfolio of patents and other intellectual
property.Additionally Lenovo received over 2,000 patent assets,as well as the Motorola
Mobility brand and trademark portfolio.

Divisional Products:

 Enterprise Mobility Solutions:Headquarters located in Schaumburg, Illinois;

comprises communications offered to government and public safety sectors and
enterprise mobility business.Motorola develops analog and digital two-way
radio,voice and data communications products and systems,mobile
computing,advanced data capyure,wireless infrastructure and RFID solutions to
customers worldwide.
 Home& Networks Mobility: Headquarters located in Arlington Heights,Illinois;
produces end-to-end systems that facilitate uninterrupted access to digital
entertainment,information and communications services via wired and wireless
mediums. Motorola develops digital video system solutions,interactive set-top
devices,voice and data modems for digital subscriber line and cable
networks,broadbrand access systems for cable and satellite television operators,and
also wireline carriers and wireless service providers.
 Mobile Devices: Headquarters located in Chicago,Illinois; designs wireless
handsets,but also licenses much of its intellectual properties.

1.2. Literature Review:

1.Nushrat Nahida Afroz, (2011):
This study aims to explore the brand preference towards smart phones among
students. In recent times smart phones plays a significant role among the users to

20
meet up their numerous objectives by operating their desired smart phones. 200
copies of questionnaire were given to the respondents for evaluation and
analysis .The findings of the study indicated positive correlation among the variable
i.e. battery backup, camera resolution ,durability and price have significant impact on
the overall preferences of the consumers. The result derived from cross tabulation
and likelihood ratio entails that these above factors are influenced the customer
brand preference and there exist a strong relationship between these factors and
brand preference

2.Deepa Guleria (2015):

The related study conducted in Himachal Pradesh with a sample size 80 smart phone
users to highlight the change in the usage and applicability of the technology from
the traditional handsets to the new emerging smartphones across multiple brands,
applications and prices. The study identifies factor which are responsible for building
consumer preference for smart phone and various usability features.
3.Mohad Azam Osaman etal (2009):
The purpose of this exploratory study is to better understand the current dynamics of
the Malaysian market for smart phone and usage behaviour of consumers. This
paper presents a result of a survey on the trend of smart phone from the perspective
of trend of end consumers. The data was collected from 1814 respondents across
major cities in information regarding the trends In the smartphone market and usage
behaviours in Malaysia. Such information is useful for academics for the
development of the future work in the field. Whereas for smartphone manufactures
application development and other stakeholders, they are able to plan their direction
in the Malaysian smartphone market.
4.Surendra Malviya etal(2013):
The major objective of this research is to identify the key factor while have a
dominating effect on the consumer’s mind while making a purchase of smartphone.
The data were collected from 100 respondents. The collected data were analyzed

21
and interpreted using Chi-square, Reliability Analysis,Confirmatory factor analysis. It
was found that data is reliable for factor analysis. The measurement model suggested
from factors price, brand preference, social influence and features having a dominant
influence on the purchase decision of consumers in Indore.
5.Ayanwale , Alimi and Ayanbimipe(2005):
Ayanwale, Alimi and Ayanbimipe (2005) quoted that brand preference does exist in
the food drink industry. Many consumers do not buy whatever is available or
affordable if a product is good value for its price, it will command brand loyalty.
However advertising helps to project product quality and value before the
consumers.

6.Bronnenberg, Dube, and Mathew (2010):

Bronnenberg , Dube and Mathew (2010) wrote that much of consumers observed
willingness to pay for brands may reflect the influence of past experiences.
Heterogeneity in brand capital explains a substantial share of geographic variation in
purchases. Brand capital evolves endogenously as a function of consumer’s life
histories and decays slowly once formed. Brand capital can explain large and long
lasting advantages to first movers. Brand preferences play an especially important
role in categories with high levels of advertising and social visibility.
7.Chen and Chang (2008) :
Chen and Chang (2008) found that Brand equity has significantly positive effect on
both brand preference and brand loyalty. The effect of brand equity on purchase
intention is also significant.
8.DelVeccio, Henard, Freling (2006) :
DelVeccio, Henard, frelling (2006) quoted that sales promotion neither a positive nor
a negative effect on brand preference beyond the promotion period. While the
overall mean effect is not statistically significant this does not suggest that sales
promotion don’t affect brand preference. Consistent with the notion that multiple
mechanism may affect post promotion preference. Sales promotion either

22
undermines or augments brand preference depending on the promotion and the
characteristics of the product being promoted.
9.Paulo, Duarte and Mario (2010):
Paulo, Duarte and Mario (2010) quoted that several factors contribute to brand
preference, especially those related to brand identity, personality and image and
their congruence with consumer self image. The main direct effects on brand
preference are the self image congruence and the identity/personality and image of
the brand. In addition to those, the level of involvement, social environment, risk
perception, demographic profile, and product visibility also show a positive influence
on brand preference.
10.Sriram, Chintagunta and Neelamgham (2004):
Sriram, Chintagunta and Neelamgham (2004) found that intrinsic brand preference
have a much bigger effect on the performance of the brand than the intrinsic value
which reflects model level prices, product attributes, and the length of the brand’s
product line. Further they found that some brands can increase their advertising
expenditure and still increase their profitability.
11.D’Souza and Rao (2011):
D’Souza and Rao found in their study a strong evidence that effects of advertising
repetition can show up even in mature product categories. Specifically, they establish
statistically significant relationship between advertising and brand share, preference
for brand name and brand choice.
12.Chedi:
According to the studies conducted by chedi respondents with strong brand
preferences experienced less image transfer in the incongruent condition, as
opposed to the congruent condition. Also research findings show that respondents
with strong brand preference have significantly more developed product schemas. It
can be assumed that when the product is convinced of the similarity or the value of
the event in order for image to be transferred. Respondents with both weak and
strong brand preferences experienced a large extent of image transfer in a congruent
sponsorship.
13.Cobwalgren, Ruble, and Donthu:

23
Cobwalgren, Ruble, and Donthu found that the brand with the greater advertising
budget yielded substantially higher levels of brand equity. In turn, the brand with the
higher brand equity generated significantly greater preference and purchase
intension. Advertising spending causes equity. Or that a lack of spending on
advertising will destroy the value of a brand. Further they quoted that one of most
interesting implications for advertising strategy is that product which are lower inrisk
and involvement may depend even more heavily on differences created through
advertising than products at the other end of the spectrum. The difference in brand
preferences for high verses low equity brand was significantly greater for less
involvement products consumer consider wide range of features, with brand being
one of many attributes evaluated. For low involvement products where fewer
features are likely to be evaluated, A brand name might serve as a ‘halo” through
which consumers can make a quick assessment of the brand.

14.Hossain pavel (2006):

Hossain quoted that brand preference is significantly correlated with customers
repurchase intention. Therefore, it is important to the management of the company
their brand preferable to the customers by taking necessary steps like more
promotional measures to uplift the image of the brand, to enhance the budget
regarding the brand related issues. Customers satisfaction is also the significant
variable that has a definite influence over brand preference. It is consider to be a
very significant factor to satisfy the existing as well as the potential customers.
15.Macro analysis and consumer research organization (2004):
Macro analysis and consumer research organization (2004) conducted a study to
investigate the attitude, usage patterns, the factors that trigger for purchase and
awareness with regards to the recent launches of mobile handsets in the market. The
finding shows that a substantial amount has adequate exposure to technology prior
to their actual purchase, there was high awareness about ‘New Model Launches’ by
various companies like Nokia, Motorola, Samsung, and LG and majority of the
respondent perceived a cell phone as the technology that offers convenience and
make their life easier.

24
16.Chowdhury and Rahman (2013) [3]:
Chowdhary and Rahman (2013)[3] studied the relationship between demographic
variables on the brand preference and identified the attributes that affect the choice
behavior of mobile handsets as well as why the young consumers give special
emphasis to some particular factors in the Chittagong metropolitan city. Young
respondents emphasize less importance on durability, price, others advice and
opinion because of their swift switching attitude. As a whole, Samsung is competing
with industry leader Nokia, Symphony, Sony Erricson and other brands grab a share
of the youth market.
17.Gopal, Anjali & Aakanksha,(2013) [4]:
Gopal, Anjali & Aakanksha ,(2013) [4] study showed that in today’s market medium
screen phone is quite popular, followed by large screen phones while the only
minority of buyers go for the small screen models as evident from the survey
conducted on consumers. As far as the size and weight of handsets are considered,
slim handsets are leading the consumer market, followed by medium and as for the
weight, light weighted phones are more popular while heavy weighted are the least
while medium weighted phones still hold a ground in the market as observed from
the study conducted.
18.Rijal, 2013 [6]:
Rijal, 2013 [6] studied the criteria that student preferred on brand while purchasing
a mobile phone. In a study technical criteria and play a very important role to prefer
brand and internet and friends are the main two sources from where they get
information about the branded mobile phones.
19.K.G.Singh, 2012 [8]:
K.G.Singh,2012 [8] conducted a study to identify the customer preferences towards
various mobile phone handsets in Punjab. In order to cope up with the research
purpose, primary data was collected and analyzed which showed that price
consciousness, multimedia options, features and looks and brand image were the
four factors significant in influencing the purchase behaviour of mobile phones.
20.M.Sata 2013 [7]:

25
 Das as cited in Sata, 2013 [7] conducted an empirical research based on survey
method. According to the study, a handset of reputed brand, smart appearance, and
with advanced value added features, pleasure ability and usability; is the choice of
young consumers; females in gender-group, post-graduates in level of education-
group, students in occupational group, urban residents in the geographical area
group plays most prominent role in buying decision of a mobile handset.
1.3. NEED OF THE STUDY:
The study of consumers help firms and organisations to improve their marketing
stratagies by understanding issues such as;
 The psychology of consumers how he think, feel, reason, and select among different
alternatives (e.g., brands, products, and retailers);
 The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
 The consumer behaviour while shopping or making other marketing decisions;
 Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
 How consumer motivation and decision strategies differ among products that differ
in their level of importance or interest that they entail for the consumer; and
 How companies can adapt and improve their marketing campaigns and strategies
more effectively to reach the consumer.
1.4. RESEARCH GAP:
Finally, we examined the literature review and identified the four factors which
comprise independent variables (brand, product features, price concern, and social
influence) and dependent variable – influence consumer purchasing decision.
Following a discussion of relevant theoretical framework, we proposed a theoretical
framework based on our observation and hypothesis.
1.5. OBJECTIVES OF THE STUDY:
1.To study the factors that influence Purchasing decision of a branded phone
2.To study Major features effect on Purchasing decision of a branded phone.
3.To study the satisfaction level of mobile users regarding their brands.
1.6. Hypothesis:

26
 1.There is no association between demographic factors and factors that influence
Purchasing decision of a branded phone
2. There is no association between Major features on Purchasing decision of a
branded 0phone and gender.
3. There is no association between gender and the satisfaction level of mobile users
regarding their brands.
1.7. SCOPE OF THE STUDY:
This study is an attempt to analyze the consumer buying behaviour and preferences
towards the usage of mobile and the consumer search things for their need
satisfaction. Specifically, this study is towards evaluation of the product and their
satisfaction level,how consumer react and respond towards advertisement of the
product. So the scope of this study is to cover the full view of the customers and
their preference pattern.

1.8.RESEARCH METHODOLOGY:
The methodology used for the collection of the data, the selection of samples,
analysis of the data and interpretation of data discussed below:
1.8.1. DATA SOURCE:
The data for the research is collected from using both the source of data, those are :
a. Primary Data
b. Secondary Data

Primary Data :

Primary Data is one of the significant sources for collecting the data. It includes
questionnaire survey of respondents from the study area.

Secondary Data:

Secondary Data is collected from various published articles from journals, books and
internet websites.

1.8.2. SAMPLE DESIGN:

27
The present study has been conducted for “EVALUATION OF CONSUMER
PREFERENCE ON BRANDED MOBILE PHONES” in the city of Hyderabad. The
researchers have selected 200 respondents randomly. Due to limitations of time and
cost the questionnaires were collected through random sampling method. A total of
200 responses were consider for the analysis.

1.8.3. PERIOD OF THE STUDY:

The study is dated from 2011 to 2020. i.e., 9 years.

1.9. STATISTICAL TOOLS:

Research methods or techniques used to process research operations for the

collection of data, establishing the relationships and evaluating the data to get
results. The methods used in this research are :Chi-Square test, SPSS Package for
primary data analysis.

1.10. LIMITATIONS OF THE STUDY:

1.The scope of the project is limited to the city of Hyderabad . So, we cannot say that
the same response will exist throughout india.

2.Time period is short and resource constraints.

3.The study is purely based on the prevailing satisfaction level but this may vary
according to the advancement of technology and another social scenario.
4.Respondents are reluctant to respond in all cases. And the scope of the project is
limited.
 To study the factors that influence purchasing decision of a branded phone
These factors include price, features, quality, brand name, durability, social factors,
etc.
An increase in using mobile phones and the availability of many phone brands
induced the customers to consider various preferences in purchasing decision. This
descriptive study aimed to determine the factors that affect customers’ preferences
to buy a cellular phone. The study results show that more than 70 percentage of

28
 smartphones users belong to the age group under 40 years. In the era of information
technology (IT), during the last two decades, the benefits of information technology
have reached almost every corner of the world (Nath, Saha, & Hossain, 2015), where
Bangladesh is not exceptional. Researchers (i.e., Waverman, Meschi, &, Fuss, 2005)
evidenced that IT’s advancement in every sector caused significant economic growth
in developing countries.

CHAPTER 2: ANALYSIS AND INTERPRETATION

TABLE 1 AGE GROUP OF RESPONDENTS.

Frequenc Valid Cumulative
y Percent Percent Percent
Valid 18-25 178 89.0 89.0 89.0
25-35 10 5.0 5.0 94.0
35-45 7 3.5 3.5 97.5
45-60 5 2.5 2.5 100.0
Total 200 100.0 100.0

INTERPRETATION:
The above table depicts the frequency based on the respective ages. The highest frequency is
178 is being recorded under 18-25 of age followed by 10 under 25-35, 7 that is been found
under age 35-45 and 5 under age 45-60 respectively.

TABLE 2 ASSOCIATION BETWEEN AGE AND FACTORS OF

MOBILE
Count
3.Age (in years)
18-25 25-35 35-45 45-60 Total
14.What are the Advertisement 16 0 1 0 17
factors influencing Family members 53 5 4 2 64
on purchase and Friends
decision of your Others 28 1 2 3 34

29
 mobile? Product Features 81 4 0 0 85
Total 178 10 7 5 200

INTERPRETATION:
The above table shows about the association between age and factors of mobile phone. It
describes about the factors influencing on purchase decision of a mobile phone. Product
Features has the highest frequency of 81 followed by family and friends advice with 53
frequency. Both the frequencies falls under the age group of 18-25.

TABLE 3 GENDER WISE ANALYSIS.

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Female 151 75.5 75.5 75.5
Male 49 24.5 24.5 100.0
Total 200 100.0 100.0
INTERPRETATION:
In the above table, it is found that the female citizens have higher frequency i.e.,151 and male
citizens have 49 frequency. It is immensely great to realize that 75.5 percent is being
recorded under the comparative survey between male and female citizens of the country
respectively
TABLE 4 ASSOCIATION BETWEEN GENDER AND FACTORS OF MOBILE.
Count
2.Gender
Female Male Total
14.What are the factors Advertisement 13 4 17
influencing on purchase Family members and 51 13 64
decision of your mobile? Friends
Others 24 10 34
Product Features 63 22 85
Total 151 49 200

INTERPRETATION:

30
The above table shows the various factors influencing the purchase decision of customers
about mobile. Product Features have the highest frequency of 63 followed by friends and
family
Advice with frequency 51

TABLE 5 OCCUPATION OF RESPONDENTS

Valid Cumulative
Frequency Percent Percent Percent
Valid Home Maker 5 2.5 2.5 2.5

Others 2 1.0 1.0 3.5

Salaried Employee 21 10.5 10.5 14.0

Self Employed/Business 8 4.0 4.0 18.0

Owner/Professional

Student 164 82.0 82.0 100.0

Total 200 100.0 100.0

INTERPRETATION:
In the above table, the analysis which is demonstrating the occupation of the respondents
with relevant frequencies and percentages. The highest frequency that is found is with
students with the record 164 which is satisfying for a deep case study .The salaried has
received frequency of 21 and self employed professionals , homemakers and others has
received frequency of 8,5and 2 respectively.

TABLE 6 ASSOCIATION BETWEEN OCCUPATION AND FACTORS OF

MOBILE.
Count
5.Occupation of the Respondent Total

31
 Self
Employe
d/Busine
ss
Salaried Owner/Pr
Home Other Employe ofessiona Stude
Maker s e l nt
14.What are the Advertisement 0 1 1 0 15 17
factors Family members 4 0 8 3 49 64
influencing on and Friends
purchase Others 1 1 5 2 25 34
decision of your Product 0 0 7 3 75 85
mobile? Features
Total 5 2 21 8 164 200

INTERPRETATION:
The above table describes about the association between occupation of the respondents and
factors influencing on purchase decision. It shows about the various factors influencing the
purchase decision of customers about mobile. Product Features have the highest frequency of
75 whose occupation is student, followed by friends and family advice with frequency of 49
whose occupation is student.
 To study major features effect on purchasing decision of a branded phone

The features includes long lasting battery, advance technology, greater customization,
advance security features and so on. The overall objective of this study is to examine the
features and factors that influence consumer purchasing decisions in choosing a mobile
phone among different age groups. The dependent variables were consumer purchasing
decisions in choosing a mobile phone and the independent variable were brand,product
features and price concerns. The information about the study is collected through google
forms from the people. The targeted sample comprises 75.5% female and 24.5% female
respondents with different educational qualifications. The researchers used primary and
secondary data for analysis. Descriptive analysis was used to describe the characteristics of
the respondents followed by Chi-Square test to test the hypothesis of the study. The study

32
revealed that product features are the only factor that significantly influences the people in
purchasing a branded mobile phone.

TABLE 7 ASSOCIATION BETWEEN GENDER AND FEATURES OF MOBILE.

Count
2.Gender
Female Male Total
9.features for using the Advance Security 22 6 28
above mentioned model Features
Advance Technology 38 16 54
Discount 9 2 11
Greater Customizationn 7 1 8
Long lasting battery 26 12 38
Others 49 12 61
Total 151 49 200

INTERPRETATION:
The table shows about the association between gender and features of mobile phones. The
table describes the features for using the preferred mobile phone by the respondents. Advance
technology has the second highest frequency of 38 followed by long lasting battery with 26
as frequency. Both the frequencies falls under the female gender.

 To study the satisfaction level of model users regarding their brands

A few years ago, people only sent (received) calls and messages using cellular phones.
However, with the application of new technology to cell-phones, people can see movies,
Listen to music and watch TV programs anywhere anytime. In addition, as Wi-Fi (Wireless
Fidelity) functions embedded in smartphones are introduced, users can use the internet on
the move. Smart phones are getting smarter each day. In view of the rapid development,
multi-functionality, ubiquity and connectivity of mobile devices, it offers a new and
potentially powerful market for the smart phone users. The objective of the study is to
identify the brand of smartphone preferred by the respondents, to analyse the satisfaction
of the consumer towards smartphone usage and to compare the satisfaction score among

33
selected demographic variables. The sample size is 200 respondents. The statistical tools
used in this study are simple percentage, descriptive analysis,chi-square test.

TABLE 8 ASSOCIATION BETWEEN GENDER AND SATISFACTION LEVEL OF

MOBILE.
Count
2.Gender
Female Male Total
18.Your experience in Average 15 4 19
using a mobile phone Excellent 44 22 66
Good 92 21 113
Poor 0 2 2
Total 151 49 200

INTERPRETATION:

The above table describes about the association between gender and satisfaction level of
respondents regarding their preferred mobile phone. The table shows the experience of the
respondents in using a mobile phone. Good has the highest frequency of 92 followed by
excellent with a frequency of 44.

Frequency Table Analysis & Interpretations

Table 1:Educational qualifications of the respondents.

Valid Cumulative
Frequency Percent Percent Percent

34
 Valid Graduate 160 80.0 80.0 80.0
High School 6 3.0 3.0 83.0
Intermediate 16 8.0 8.0 91.0
Post Graduate and 18 9.0 9.0 100.0
Above
Total 200 100.0 100.0
INTERPRETATION:
The table illustrates the frequency and percentages based on the educational qualifications. It
is found that graduate students respondents have received 160 as frequency which is
supportive to generate the analysis. Whereas high school, Intermediate and post graduate and
above respondents have 6, 16 and 18 frequencies respectively.

TABLE 2 MOBILE PHONES USED BY THE RESPONDENTS.

Valid Cumulative
Frequency Percent Percent Percent
Valid Apple 8 4.0 4.0 4.0
Motorola 4 2.0 2.0 6.0
Oppo 16 8.0 8.0 14.0
Others 32 16.0 16.0 30.0
Realme 30 15.0 15.0 45.0
Redmi 43 21.5 21.5 66.5
Samsung 25 12.5 12.5 79.0
Vivo 42 21.0 21.0 100.0
Total 200 100.0 100.0

INTERPRETATION:
From the above table it concludes about the most used brand of a mobile phone is redmi with
a frequency 43, vivo(42), Samsung(25), realme(30), oppo(16), motorola(4), apple(8) and
others with a frequency 32 respectively.
TABLE 3 TIME PERIOD OF USING THE MOBILE PHONE.

35
 Valid Cumulative
Frequency Percent Percent Percent
Valid 1-2 years 73 36.5 36.5 36.5
2-4 years 70 35.0 35.0 71.5
Above 4 years 26 13.0 13.0 84.5
less than a 31 15.5 15.5 100.0
year
Total 200 100.0 100.0
INTERPRETATION:
From the above table the mobile is basically for a period that is 1-2 years with a frequency
73, 2-4 years (70), above 4 years (26), and less than a year (31) respectively.

TABLE 4 MOBILE ACCESSORIES

Valid Cumulative
Frequency Percent Percent Percent
Valid Bluetooth head set 112 56.0 56.0 56.0
Gaming Controllers 5 2.5 2.5 58.5
Memory card (SD 20 10.0 10.0 68.5
CARD)
Others 42 21.0 21.0 89.5
Selfie Stick 3 1.5 1.5 91.0
USB Data Cable 18 9.0 9.0 100.0
Total 200 100.0 100.0

INERPRETATION:
From the above analysis the most used mobile accessories is bluetooth head set with a
frequency 112, memory card with a frequency 20, selfie stick with a frequency 3, usb data
cable with a frequency 18 and others with a frequency 42 respectively.
TABLE 5 AMOUNT PREFERENCE FOR A MOBILE PHONE.
Valid Cumulative
Frequency Percent Percent Percent
Valid 10,000-20,000 102 51.0 51.0 51.0
20,000-40,000 52 26.0 26.0 77.0

36
 40,000 and 15 7.5 7.5 84.5
above
less than 10,000 31 15.5 15.5 100.0
Total 200 100.0 100.0

INTERPRETATION:
From the above analysis the maximum willing amount to pay for a mobile phone is 10000-
20000 with a frequency of 102,20000-40000 with 52 frequency, 40000 and above with 15
frequency, and the people who will to pay less than 10000 obtained a frequency 31
respectively.

TABLE 6 MOBILE PHONE ADVERTISEMENTS.

Valid Cumulative
Frequency Percent Percent Percent
Valid News Paper / 7 3.5 3.5 3.5
Magazine
Online 113 56.5 56.5 60.0
Others 25 12.5 12.5 72.5
Outdoor 17 8.5 8.5 81.0
TV 38 19.0 19.0 100.0
Total 200 100.0 100.0

INTERPRETATION:
From the above table the mobile advertisement is mostly seen through online with a
frequency of 113 ,T V (38 frequency), outdoor(17 frequency), news paper/magazine (7
frequency), and others(25 frequency) respectively.

TABLE 7 OWNING A MOBILE PHONE.

Valid Cumulative
Frequency Percent Percent Percent
Valid Luxury 9 4.5 4.5 4.5

37
 Necessity 177 88.5 88.5 93.0
Status 14 7.0 7.0 100.0
Total 200 100.0 100.0

INTERPRETATION:
From the above analysis owing a mobile hand set is necessity with a frequency of 177 and
status as 14 frequency and luxury as 9 frequency respectively.

TABLE 8 FAVOURITE BRAND OF A MOBILE PHONE.

Valid Cumulative
Frequency Percent Percent Percent
Valid Apple 80 40.0 40.0 40.0
Motorola 4 2.0 2.0 42.0
Nokia 2 1.0 1.0 43.0
Oppo 11 5.5 5.5 48.5
Others 21 10.5 10.5 59.0
Realme 16 8.0 8.0 67.0
Redmi 17 8.5 8.5 75.5
Samsung 25 12.5 12.5 88.0
Vivo 24 12.0 12.0 100.0
Total 200 100.0 100.0

INTERPRETATION:
In the above table favourite brand in mobiles has a different frequencies and percentages.
Apple (80 respondents), Motorola (4 respondents), nokia(2), oppo(11),realme(16), redmi(17),
Samsung(25), vivo(24) respectively.

TABLE 9 EFFECT OF TECHNOLOGY ON MOBILE PHONE.

Valid Cumulative
Frequency Percent Percent Percent
Valid No 38 19.0 19.0 19.0

38
 Yes 162 81.0 81.0 100.0
Total 200 100.0 100.0

INTERPRETATION:
In the above table the technology effects the brand of mobiles is mostly yes with a
frequency of 162 and with a no frequency of 38 respectively.

TABLE 10 ROLE OF BRAND ON PURCHASE OF A MOBILE

PHONE.
Valid Cumulative
Frequency Percent Percent Percent
Valid Maybe 58 29.0 29.0 29.0
No 13 6.5 6.5 35.5
Yes 129 64.5 64.5 100.0
Total 200 100.0 100.0

INTERPRETATION:

In the above table the brand is the most common condition which plays an important role in
purchasing a mobile phone by obtaining a yes frequency of 129 and no frequency of 13 and
maybe frequency as 58.

3.1. FINDINGS

 Majority of the respondents favorite brand Apple mobile phone

 51 percent of the respondents are willing to pay price ranging from Rs.10000 to
Rs.20000 for their preferred brand of mobile phone

39
 It is observed that 73 percent of the respondents have been using their mobile phone for
about 2 years
 Majority (88.5 percent ) of the respondents considers owning a mobile phone as a
necessity
 21.5 percent of respondents using REDMI mobile phone
 The technological factors preferred by the respondents in their mobile phones are long
lasting battery and advanced technology
 Most of the respondents are satisfied with the features of their mobile phone
 56 percent of the respondents having Bluetooth headset
 The general factors influencing purchasing decision are mainly based on the product
features(63 percent)and family & friends (51 percent)
 It is also observed that the main source of brand information to the respondents is from
online (56.5 percent).

3.2. CONCLUSION

 The main objective of the study was to identify the leading brand preference for mobile
phones .The study is conducted on popular mobile brands such as
SAMSUNG,VIVO,OPPO,REDMI,APPLE,REALME,NOKIA,MOTOROLA but I have concluded
that the prominent brands for consumers are Redmi ,Vivo ,Realme and other brands such
as Oppo ,Samsung etc…
 The study reveals that the demographic factors of consumers have an influence on brand
choice and brand switching of mobile phone .It is concluded that the brand preference is
related to the income of the respondents and the customer satisfactions, switching
barriers, and demographic factors significantly affect individual’s intent to switch from
one brand to another brand .The study also show the prominent factors which lead to
switching intensions are Operating system ,No expandable memory ,low quality camera
and poor battery performance etc.
 The results revealed that dominant group of mobile phones users were under 18-25
years of age .These industry players have to acknowledge in fashioning out services that
meet this particular demography. Thus , it is important for the mobile phone companies
to understand the needs of the customers of different demographic profiles and

40
 between male and female brand attribute. In an era of competition, and especially the
rise of the mobile industry, marketers need to conduct regular consumer surveys in
order to find out how consumers rank their brand.

3.3. SUGGESTIONS

 The companies should work on the strategy of TQM (Total Quality Management).
 New techniques of promotions are required to create awareness about the entire
range of company’s products among the users.
 Companies will have to increase their distribution channels because it will enhance
the buyers to purchase their preferred product as and when required.
 Companies must take into consideration that the purchase decision is mainly based
upon general factors like Brand name and price.
 Companies should offer more mobile phones with price ranging from Rs.10, 000 to
Rs.20, 000.
 It is important for the manufacturers to manufacture user friendly mobile phones so
as to reach the people of primary level too.

The companies should come up with some attractive schemes to attract more customer.

3.4. REFERENCES

1.Nushrat Nahida Afroz,(2011) “Students brand preference towards smart phones”, IOSR
Journal of business and Management (IOSR-JBM),Volume 19,Issue 2.

2.Deepa Guleria (2015),”A study of consumer preference for smartphones: A case study of
solan town of Himachal Pradesh”, International journal of Management Research & Review ,
Volume 5, Issue 30.

3.Mohad Azam Osaman etal (2009), “A study of the trend of smart phone and its usage
behaviour In Malaysia” ,International Journal of new computer architectures and their
applications.

4.Surendra Malviya, Dr.Manmandir Singh Saluja, Arjeet Singh Thakur(2013), “A study on

factors influencing consumers’ purchase decision towards smart phones in Indore”,

41
International Journal of Advance Research in Computer Science and Management studies,
Volume 1,No.6.

5.Ayanwale A.B., Alimi T. and Ayanbimipe M.A., (2005) Influence of Advetising on consumer
Brand preference, journal of social science, 10 (1) pp 9-16, online accessed on 5/11/11.

6.Bronnenberg BJ., Dube J.H., Mathew G., (2010), The Evolution of Brand Preferences-
Evidences from consumer Migration, online accessed on 5/11/11.

7.Chen C-F, Chang Y.Y.,(2008), Airline brand equity, brand preference and purchase
intentions- The moderating effects of switching costs, Journal of Air Transport Management,
vol. 14,pp. 40-42, online accessed on 5/11/11.

8.DelVeccio D., Henard D.H., Freling T., (2006) The effect of sales promotion on post
promotion brand preference: A meta analysis, Journal of Retailing, vol.82.

9.Paulo A.O., Duarte and Mario L.B., (2010) A PLS Model to study brand preference: An
application to mobile phone market.

10.Sriram S., Chintagunta P.K., Neelamgham R., (2004) Effects of brand preference, product
attributes and marketing mix variables in Technology product markets.

11.D’Souza Giles and Rao R.C., can repeating an advertisement more frequently than
competition affect brand preference in mature market? Journal of Marketing, vol.59.

12.Chedi C.R., The influence of brand preference on brand image transfer-A research on
brand event congruity in sponsorships.

13.Cobwalgren, Ruble, and Donthu (1995) brand equity , brand preference and purchase
intent, journal of advertising, vol.26.

14.Hossain Pavel,(2006), A relate study on perceived value , brand preference, customer

satisfaction and repurchase intention in context of textile mills in Bangladesh.

15.Macro analysis and consumer research organization (2004}, Study of mobile phones
usage among the teenagers and youth in Mumbai .

42
16.Chowdhary and Rahman, “Consumer Attitude towards the cell phone; A Study on Young
Generations of Chittagong Meteropolitan city, Bangladesh”, Asian Business Review, 3(5),
2013.

17.P Gopal, Anjali and Aakanksha, “Mobile Marketing Research: A Study of Brand
Preference by VIT Student’s “, International Journal of Advanced Research in Computer
Science and Software Engineering,11, 2013.

18.R.Rijal, “Brand preference on mobile purchases among the students of Roskide

University”, Bachelor of Business studies project report, Roskide University.

19.K.G.Singh, “Customer Preference and Satisfaction towards mobile phones. The Case of
Selected District of Punjab”, Asian Journal of Research Marketing, 1(4) , 2012.

20.M.Sata, “Factors Affecting Consumer Buying Behaviour of Mobile Phone”, Mediterranean

Journal of Social Science, 4 (12), 2013.

43
 BIBILOGRAPHY

BOOKS:

Chernatony, L. de(1991) Formulation Brand Stratergy , European Management

Journal 9(2) , 194-200

Denzil, N.K and Lincoln, Y.(1994).Handbook of Qualitative Research,

London:Sage Publication

Easteriby- Smith, M, Thorpe,R; andLowe,A(1999).Mangement Research:An

introduction.London:Sage Publications

Gill, J. and Johnson, P.(1997). Research methods for Managers. 2ndedn .

London:Paul Chapman Publishing.

Web Resources:

 www.trai.gov.in
 http ://www.nokia.com/t-aboutus-ttsl-organization.aspx
 http ://www.samsung.co .in/webapp/Aboutus/aboutushome.js
 http ://www.motorola.co.in/about.htm
 www.google.com
 www.scribed.com

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 ANNEXURE

Questionnaire

Section A:Personal Informations

E mail
1. Name of the respondent(optional)
2. Gender
o Male
o Females
o Others
3. Age (in years)
o 18-25
o 25-35
o 35-45
o 45-60
o Above 60
4. Educational Qualifications of respondent
o High School
o Intermediate
o Graduate
o Post Graduate and Above
5. Occupation of the Respondent
o Student
o Self Employed /Business Owner/Professional
o Salaried Employee
o Home Maker
o Others
6. Which mobile are you using?
o Samsung
o Vivo

45
 o Oppo
o Redmi
o Apple
o Realme
o Nokia
o Motorola
o Others
7. How long are you using the mobile?
o Less than a year
o 1-2 years
o 2-4 years
o Above 4 years
8. Please specify the model of your mobile

9. Reasons for using the above mentioned model

o Advance Technology
o Discount
o Long lasting battery
o Greater Customization
o Advance Security Features
o Others
10. What mobile accessories do you have?
o Bluetooth head set
o USB Data Cable
o Memory Card(SD CARD)
o Selfie stick
o Gaming controllers
o Others
11. What would you be willing to pay for a mobile phone?
o Less than 10,000
o 10,000-20,000

46
 o 20,000-40,000
o 40,000 and above
12. Where did you often see the mobile advertisement?
o T.V
o News Paper/ Maganize
o Online
o Outdoor
o Other
13. You consider owing a mobile handset as
o Necessity
o Status
o Luxury

14.What are the factors influencing on purchase decision of your mobile?

o Advertisement
o Product Features
o Family members and Friends
o Others

15.What is your favourite brand in mobiles?

o Samsung
o Vivo
o Oppo
o Redmi
o Apple
o Realme
o Nokia
o Motorola
o Others

16. Do you think that technology effects the brand of mobiles?

47
 o Yes
o No

17.Does the brand plays an important role in purchasing of the mobiles?

o Yes
o No
o Maybe

18.Your experience in using a mobile phone?

o Excellent
o Good
o Average
o Poor

48