Disertation Main Copy Realme

A STUDY
ON
CONSUMER BEHAVIOUR TOWARDS REALME SMARTPHONE
A project work submitted in the partial fulfillment of the requirement for the
award of the degree in
BACHELOR OF BUSINESS ADMINISTRATION
Under
DIBRUGARH UNIVERSTY
2023
Submitted by
Anubhav Kashyap
BBA 6th semester
Registration No: 20480667
CKBCC SCHOOL OF MANAGEMENT

C.K.B COMMERCE COLLEGE JORHAT, ASSAM
Mr.Sarangapani Phukan
Coordinator,
School of Management (BBA)

Sarangapani phukan,
C.K.B.C.C
Saruchari Gharphaliya Gaon,
Jorhat-785001(Assam) Jorhat(Assam)785015
Email: paniphukan@gmail.com
CERTIFICATE
This is to certify that the dissertation entitled "A STUDY ON CONSUMER

BEHAVIOUR TOWARDS REALME SMARTPHONE” submitted by Anubhav
Kashyap to Dibrugarh University partial fulfillment of Bachelor of Business
Administration Degree is a genuine record of research performed by him under my
supervision and guidance.
The project work or any part of it has not been submitted to any other university or
institution for any degree.
Mr. Anubhav Kashyap complied with all the requirements of the BBA regulations of
Dibrugarh University.
Date: Mr. Sarangapani Phukan
Place ASST. PROFESSOR
Dept. Of BBA CKBCC
School of Management, Jorhat

DECLARATION
I Anubhav Kashyap hereby declare that the project report entitled “A STUDY ON
CONSUMER BEHAVIOUR TOWARDS REALME SMARTPHONE’’ with special
has been done under the supervision of Mr.Sarangapani Phukan coordinator CKBCC
School of Management and submitted to fulfill of requirement for award of degree in
Bachelor of Business Administration (BBA). It is an original research work
undertaken by me purely as a part of my academic curriculum and has not been
subject to any kind of publication till date, either in part or whole.
DATE:
PLACE: SIGNATURE OF THE CANDIDATE

ACKNOWLEDGEMENT
I would like to express my extreme gratitude and sincere thanks to all those persons
who have help me in this academic pursuit and have provided me the much needed
enthusiasm and constant encouragement required to give this piece of work its present
shape,
I am thankful to Dr. Ranjit Sarma, Principal OF CKB COMMERCE COLLEGE, and

I am fortunate enough to get constant encouragement support and guidance from all
the teaching staff of MANAGEMENT DEPARTMENT which helped me in
successfully completing my project work.
At the very outset, I wish to forward my gratitude to Mrs. Munmi Bordoloi, Assistant
Professor, BBA (School of Management) for giving me the guidance and suggestion
in preparing this dissertation report. I also wish to give my gratitude to Mr
Sarangapani Phukan, Coordinator, Department of BBA (School of Management),
Dibrugarh University for helping me and give guidance through my entire dissertation
period.
Parents are always a perpetual source of inspiration and encouragement and no words
can express what their undemanding love, care and prayer have done to help me
achieve whatever I am today. This research work would not be possible without them.
Further, I would like to offer my sincere thanks to all the respondents who help me
and cooperated with me during my data collection.
Preface
The success rate of Realme brand in India accelerated in recent years and its focus
on offering affordable smartphone with impressive features and specifications. The
company's products are priced competitively and offer good value for money, which
has resonated well with the budget-conscious Indian consumers.
The study on “CONSUMER BEHAVIOUR TOWARDS REALME
SMARTPHONE” aims to explore the consumer behavior towards Realme
smartphone, a popular smartphone brand known for its affordable yet high-quality
products. The study seeks to understand the factors that drive consumers towards
Realme smartphone, including their perception of the brand, product quality, pricing,
and marketing efforts.
The study will also examine the impact of Realme's marketing efforts on consumer
behavior, including their social media presence and advertising strategies. The
research aims to identify the most effective marketing channels and strategies that
have contributed to Realme's success in the smartphone market.
The findings of this study will provide valuable insights into the factors that influence
consumer behavior towards Realme smartphone, which can help the company to
improve its marketing efforts, product development, and customer satisfaction. The
results of this research can also be used by other smartphone brands to gain a better
understanding of the market and consumer behaviour.
CONTENT
Chapter No Chapter Page Number
I. Introduction 2
Company Profile 3-4
History 4-5
Consumer Behaviour 21
II Literature Review 22 -23
III Objectives of the Study 26
Scope of the Study 27
Significance of the study 28
IV Research Methodology 31-36
V ANALYSIS & 38-72

INTERPRETATION
VI Findings 74-75
VII Suggestion 77-78
VIII LIMITATION OF THE 80

STUDY
IX SCOPE FOR FURTHER 82

RESEARCH
X Conclusion 84
BIBLIOGRAPHY
ANNEXURE
List OF Tables
TABLE NO. CONTENTS PAGE NO.

Table 5.1: Respondent’s profile according to gender. 38
Table 5.2 Respondent profile according to the classified 39

age group
Table 5.3 Respondent profile according to their 40

Education Qualification.
Table 5.4 Respondents profile according to their 41

occupation
Table 5.5 Respondents who have Realme Phones 42
Table 5.6 From where the respondents come to know 43

about Realme
Table 5.7 From which advertisment mode the respondent 44

get influenced the most
Table 5.8 Respondents who finds Realme Accessories 45
Table 5.9 Respondents who Choose different Price 46

category
Table 5.10 Respondence who have different satisfaction 47-48

level of Realme Smartphone Brand
Table 5.11 Respondents who get influnced by Realme’s 49

special feature on purchase decision.
Table 5.12 Respondents most liked segments for the 50-51
purchase
Table 5.13 Respondents satisfaction level towards different 52-53
segments of Realme phone.
Table 5.14 Respondents who refer Realme phone to 54

friends and relatives
Table 5.15 Respondents who are loyal to Realme Brand 55
Table 5.16 Respondents who had negative issues with 56

Realme Brand
Table 5.17 Respondents who have used Realme customer 57

service
Table 5.18 Respondents satisfaction level of after sale 58-59

service of Realme.
Table 5.19 Respondents problem resolving Time 60-61
Table 5.20 Respondents satisfaction towards Realme’s 62-63

Representatives
Table 5.21 Respondents way to reach the customer care 64

service.
Table 5.22 respondents satisfaction level of the Warranty 65-66

period of Realme
Table 5.23 Respondents who are recommending Realme 67-68

to friends and family related to after sale
service.
Table 5.24 Responents experienced of recurring issues 69-70

with their Realme phone
Table 5.25 Respondents satisfactiomn level of after sale 70-71

service of Realme.
List Of Figures
Figure NO. CONTENTS PAGE NO.

Figure 5.1: Respondent’s profile according to gender. 38
Figure 5.2 Respondent profile according to the classified 39

age group
Figure 5.3 Respondent profile according to their 40

Education Qualification.
Figure 5.4 Respondents profile according to their 41

occupation
Figure 5.5 Respondents who have Realme Phones 42
Figure 5.6 From where the respondents come to know 43

about Realme
Figure 5.7 From which advertisment mode the respondent 44

get influenced the most
Figure 5.8 Respondents who finds Realme Accessories 45
Figure 5.9 Respondents who Choose different Price 46

category
Figure 5.10 Respondence who have different satisfaction 47-48

level of Realme Smartphone Brand
Figure 5.11 Respondents who get influnced by Realme’s 49

special feature on purchase decision.
Figure 5.12 Respondents most liked segments for the 50-51
purchase
Figure 5.13 Respondents satisfaction level towards different 52-53

segments of Realme phone.
Figure 5.14 Respondents who refer Realme phone to 54

friends and relatives
Figure 5.15 Respondents who are loyal to Realme Brand 55
Figure 5.16 Respondents who had negative issues with 56

Realme Brand
Figure 5.17 Respondents who have used Realme customer 57

service
Figure 5.18 Respondents satisfaction level of after sale 58-59

service of Realme.
Figure5.19 Respondents problem resolving Time 60-61
Figure5.20 Respondents satisfaction towards Realme’s 62-63

Representatives
Figure 5.21 Respondents way to reach the customer care 64

service.
Figure 5.22 respondents satisfaction level of the Warranty 65-66

period of Realme
Figure 5.23 Respondents who are recommending Realme 67-68

to friends and family related to after sale
service.
Figure 5.24 Responents experienced of recurring issues 69-70

with their Realme phone
Figure 5.25 Respondents satisfactiomn level of after sale 70-71

service of Realme.
Chapter 1
 Introduction
 Company Profile
 Product Profile
 Consumer Behavior
1.1 INTRODUCTION
The Rapidly growing demand of smartphone has created a buzz around the world.
Nowadays most of the consumers opt to have a smartphone. The Increasing
innovation in Mobile phone industries has brought this craze among the people on
smartphone.
A Smartphone is a mobile device that combines cellular and mobile computing

functions into one unit. They are distinguished from feature phones by their stronger
hardware capabilities and extensive mobile operating systems, which facilitate wider
software, internet and multimedia functionality alongside core phone functions such
as voice calls and text messaging. smartphone typically contain a number of metal
oxide semiconductor integrated circuit chips, include various sensors that can be
leveraged by their software and support wireless communications protocols.
smartphone in the present scenario have penetrated everywhere and raised the comfort
level of the individuals in their everyday life. smartphone are proliferating at a very
fast pace in India mainly due to the younger demographic and rapidly expanding
economy. The way a individual deals with things is eased through the smartphone.
The market of smartphone has been escalating every year with Increasing innovations.
Irrespective of the high price of the smart phone, still the demand is increasing. It is
true that Hi-Tech technology has played a vital role in attracting the people towards
smartphone. Brand is a factor that drives people to buy smartphone. Besides,
technology and brand there could be other so many marketing and stimuli factors that
could influence the consumer behavior of smartphone buyers. Moreover, the
characteristics of the buyer itself also affect the buying behavior.
There are several brands and smartphone companies in the market for consumers to
choose from. Among the various brands of smartphone available in the market,
Realme smartphone are far-reaching one.
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1.2 Company Profile
Realme is a technology brand officially established on May 4, 2018 by Sky Li. The
aspiration of Realme is to provide products with a comprehensive superior experience
for the young and Realme is committed to be a trendsetting technology brand. Within
a year of establishment Realme has already entered the markets of India, Vietnam,
Thailand, Philippines, Malaysia, Singapore, Myanmar, Pakistan, Nepal, Bangladesh,
United Arab Emirates, Egypt, ltaly, Spain, France, England, Russia, and China
Realme is known for its affordable smartphone with impressive features and
specifications, catering to the budget-conscious consumer market.Realme's product
lineup includes smartphone, earbuds, smartwatches, and other accessories. The
company's smartphone are known for their sleek design, powerful processors, and
advanced features, such as high-resolution cameras and large batteries. Realme's
smartphone run on Android operating system and are equipped with the company's
own user interface called Realme UI.Realme has a strong online presence and
engages with its customers through social media and other digital channels. The
company has a strong focus on customer satisfaction and offers a range of after-sales
services to its customers, including software updates, repairs, and replacements.
Realme is a subsidiary of BBK Electronics, a major player in the Chinese consumer

electronics market, which also owns other popular smartphone brands like Oppo,
Vivo, and OnePlus. Realme has been able to leverage the resources and expertise of
its parent company to grow rapidly and establish a strong brand presence in the highly
competitive smartphone market.In just a few years since its establishment, Realme
has become one of the fastest-growing smartphone brands in the world, with a strong
presence in emerging markets like India, Southeast Asia, and Africa. fan base of loyal
customers who value performance, design, and affordabily.
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Industry Consumer electronics
Founded 4 May 2018; 4 years ago
Founder Sky Li
Headquarters Shenzhen, Guangdong, China
Key people  Sky Li (李炳忠) (Founder and Global CEO)

 Madhav Sheth ( 马达夫 · 谢斯 ) (VP
and CEO Realme India)
 Xu Qi (徐起) (CMO)
 Yao Kun (姚坤) (CTO))
Wang Wei (王伟) (CPO)
Products
smartphone
Tablet computers
Earphones
Powerbanks
Realme UI
Phone cases
AIoT products
Bags
Smart TVs
Smart Watch
Smart Band
BBK Enterprises
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Divisions Realme TechLife & Dizo
Website www.Realme.com
`1.3 History
 Realme company was founded on May 4, 2018.Before that it was a sub-brand

of Oppo, which is itself a subsidiary of BBK Electronics, until its formation as a
spinoff on May 4, 2018.
 In May 2018, they released their first phone, Realme 1.
 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, 2018, Realme became an emerging brand in the Indian
market.[6] 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 Xiaomi, Samsung, and Vivo. Realme holds records in India for fastest-
charging smartphone[citation needed] 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
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Master Edition.In June 2019, Realme announced its entry into the European
market.[citation needed]
 On June 26, 2019, Realme released its first photo taken with its 64MP
camera.[citation needed]
 By July 2019, Realme had entered markets including China, South
Asia, Southeast Asia and Europe.[10]
 By August 2019, Realme surpassed 10 million users.[10]
 In August 2019, Realme showed a prototype device with a quadruple 64MP
camera in China and India.[11][12]
 In 2021, the brand had a user base in Europe and Asia that one review
described as "fairly wide".[13][better source needed]
 In June 2021, C11 2021 was launched, that comes with Android Go 11.[14]
 On May 16, 2022, Francis Wong takes over as CEO of Realme Europe.[15]
 On May 18, 2022, Realme announces Narzo 50 5G and 50 Pro 5G.[16]
 In June 2022, C30 was launched, that comes with Android Go 11[17]
 In June 2022, narzo 50i Prime, that comes with Android Go 11[18]
1.4 Establishment
Realme is a smartphone brand that was established on May 4, 2018, by Sky Li, who
was previously the Vice President of Oppo Electronics. The company was initially a
sub-brand of Oppo, but it quickly gained popularity and became an independent brand
in July 2018. Realme's main focus is on producing budget and mid-range smartphone
with high-end features and excellent value for money.
Realme's journey began in India, which is currently its biggest market. In India, the
smartphone market is highly competitive, with many established brands, including
Samsung, Xiaomi, and Oppo, vying for a share of the market. Realme saw an
opportunity in the budget and mid-range segments, which were dominated by
Xiaomi's Redmi series. The company's strategy was to provide high-end features at
affordable prices, which resonated well with consumers.
Realme's first smartphone, the Realme 1, was launched in May 2018, and it was an
immediate success in India. The device featured a 6-inch Full HD+ display, a
6
MediaTek Helio P60 processor, up to 6GB of RAM, and up to 128GB of storage. It
also had a 13-megapixel rear camera and an 8-megapixel front camera. The Realme 1
was priced at Rs. 8,990 ($120), which was significantly lower than Xiaomi's Redmi
Note 5 Pro, which was priced at Rs. 13,999 ($190) at the time.
Realme followed up the success of the Realme 1 with the Realme 2, which was
launched in September 2018. The device featured a 6.2-inch HD+ display, a
Qualcomm Snapdragon 450 processor, up to 4GB of RAM, and up to 64GB of
storage. It also had a dual-camera setup on the back, consisting of a 13-megapixel
primary sensor and a 2-megapixel secondary sensor, and an 8-megapixel front camera.
The Realme 2 was priced at Rs. 8,990 ($120), the same price as the Realme 1.
Realme continued to launch new smartphone in India throughout 2018, including the
Realme 2 Pro, Realme C1, Realme U1, and Realme 3. The Realme 2 Pro was the
company's first device to feature a Qualcomm Snapdragon processor, and it was
aimed at the mid-range segment. The Realme C1 was an entry-level device that was
priced at just Rs. 6,999 ($95), making it one of the most affordable smartphone in
India at the time.
In 2019, Realme continued to expand its product portfolio with the launch of the
Realme 3 Pro, Realme X, and Realme XT. The Realme 3 Pro was aimed at the mid-
range segment and featured a Qualcomm Snapdragon 710 processor, up to 6GB of
RAM, and up to 128GB of storage. It also had a 16-megapixel dual-camera setup on
the back and a 25-megapixel front camera. The Realme X was the company's first
device to feature a pop-up selfie camera, and it was priced at Rs. 16,999 ($230). The
Realme XT was the company's first device to feature a 64-megapixel quad-camera
setup on the back and was aimed at the mid-range segment.
Realme also expanded its reach beyond India to other countries, including Indonesia,
Thailand, Malaysia, Vietnam, and the Philippines. The company's aggressive
marketing strategies, coupled with its focus on providing excellent value for money,
helped it to rapidly gain market share in these countries.
1.5 Inclusion Of Realme In Indian Smartphone Industry
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Realme made its debut in the Indian smartphone market in May 2018 with the launch
of its first smartphone, the Realme 1. The company's entry into India was timely, as
the Indian smartphone market was rapidly growing and becoming increasingly
competitive. Realme's focus on offering budget and mid-range smartphone with high-
end features at affordable prices quickly caught the attention of Indian consumers.
Realme's strategy in India was to focus on online sales, as it allowed the company to
keep costs low and reach a wider audience. The company partnered with online
retailers like Flipkart and Amazon to sell its smartphone. Realme also launched its
own e-commerce platform, Realme.com, to sell its products directly to consumers.
Realme's first smartphone, the Realme 1, was an instant success in India, selling over
400,000 units within 40 days of its launch. The device offered impressive specs at an
affordable price, which appealed to budget-conscious Indian consumers. Realme's
aggressive pricing strategy and marketing campaigns helped it to gain market share
quickly, and the company soon became one of the fastest-growing smartphone brands
in India.
Realme continued to expand its product portfolio in India with the launch of the
Realme 2, Realme 2 Pro, Realme C1, and Realme U1. These devices were aimed at
different segments of the market, from budget to mid-range, and offered a range of
features, including dual cameras, large displays, and powerful processors.
Realme's success in India was also driven by its focus on localizing its products and
services. The company set up a research and development center in India to better
understand the needs of Indian consumers and develop products that catered to their
needs. Realme also offered localized services, such as customer support in regional
languages and software updates that were optimized for the Indian market.
Realme's popularity in India continued to grow, and the company soon became one of
the top smartphone brands in the country. In Q3 2020, Realme overtook Xiaomi to
become the top smartphone brand in India in terms of shipments, according to
research firm Counterpoint Research. The company's success in India has also helped
it to expand into other markets, such as Southeast Asia, Europe, and Latin America.
8
1.6 Founder
Realme was founded by Sky Li (Li Bingzhong), a former executive of Chinese

smartphone brand Oppo. Li Bingzhong was the Vice President of Oppo and the head
of its overseas business division before he left the company to start Realme. Li
Bingzhong launched Realme as an independent brand under his new company, Sky
Li's new venture is also backed by Oppo.
Li Bingzhong is credited with building the Realme brand from scratch and leading its
growth into a successful smartphone brand. Under his leadership, Realme has become
one of the fastest-growing smartphone brands in the world, with a presence in over 30
countries. Li Bingzhong has also been recognized for his contributions to the
technology industry, and was named one of Fortune China's "40 Under 40" in 2019.
1.7 What Type of Customer Realme targets
Realme targets the youth and the budget-conscious consumer market, offering
affordable smartphone with impressive features and specifications. The company's
target audience is mainly millennials and Generation Z, who are looking for
smartphone that offer good value for money.
Realme's smartphone are known for their sleek design, powerful processors, and
advanced features, such as high-resolution cameras and large batteries. The
company's smartphone are priced competitively and offer a good balance of features
and affordability, making them an attractive option for consumers who want to get the
most value for their money.
In addition to targeting the budget-conscious consumer market, Realme also targets

the tech-savvy audience that values performance, design, and innovation. The
company has a strong online presence and engages with its customers through social
media and other digital channels, catering to the tech-savvy audience that prefers to
shop online.
Realme also targets the emerging markets, such as India, Southeast Asia, and Africa,
where there is a high demand for affordable smartphone. The company has a strong
9
presence in these markets and offers localized products and services to cater to the
unique needs of the local consumers.
Overall, Realme's target audience is the young, tech-savvy, and budget-conscious

consumer market that values performance, design, and innovation.
1.8 Success OF Realme In Indian Market
Realme has been highly successful in the Indian smartphone market since its entry in
2018. The company has been able to capture a significant market share in a short
period of time, and has established itself as one of the leading smartphone brands in
the country.
One of the main reasons for Realme's success in India is its focus on offering
affordable smartphone with impressive features and specifications. The company's
products are priced competitively and offer good value for money, which has
resonated well with the budget-conscious Indian consumers.
Realme has also been able to leverage the power of e-commerce platforms in India to
reach a wider audience. The company has a strong online presence and has partnered
with leading e-commerce platforms like Flipkart and Amazon to sell its products.
Realme has also been able to establish a strong brand presence in India through
aggressive marketing campaigns and partnerships with popular social media
influencers. The company's strong online presence and engagement with its customers
have helped it to build a loyal fan base in India.
Realme has been able to keep up with the latest trends in the Indian smartphone
market and has launched products that cater to the unique needs of the Indian
consumers. The company has introduced localized products and services, such as
Realme PaySa, a digital payment service, and Realme UI, a customized user interface
that offers a range of India-specific features.
Overall, Realme's success in the Indian smartphone market can be attributed to its
focus on affordability, aggressive marketing, strong online presence, and localized
products and services. The company has been able to capture the attention of the
10
budget-conscious Indian consumers and establish a strong brand presence in one of
the world's largest.
1.9 Product Positioning: Realme’s sales segmentation
1.Online Marketplaces: Realme has tie-ups with leading e-commerce platforms like
Flipkart, Amazon, and its own Realme online store, where it sells its products.
2.Offline Stores: Realme has established a network of offline stores in India,

including exclusive stores, authorized stores, and retail partners. The company has
more than 35,000 retail stores across India, where customers can purchase Realme
products.
3.Partner Retailers: Realme has partnered with leading retail chains like Reliance
Digital, Croma, and Vijay Sales to sell its products.
4.Carrier Partnerships: Realme has partnerships with leading telecom operators like
Jio and Airtel to sell its products through their retail stores.
5.Realme Experience Stores: Realme has established experience stores in major cities
in India, where customers can try out its products and receive assistance from trained
staff.
6.Pop-up Stores: Realme occasionally sets up pop-up stores in major cities in India to
showcase its products and offer exclusive deals.
Overall, Realme has a multi-channel sales strategy, catering to both online and offline
customers, which has helped it to reach a wider audience in India. The company has
11
been able to establish a strong distribution network and offer a seamless buying
experience to its customers, which has contributed to its success in the Indian
smartphone market.
1.10 Product Profile
Realme offers a wide range of smartphone under different categories to cater to the
diverse needs of its customers. The categories of phones under the Realme section are:
1. Realme Number Series: This includes Realme smartphone that are numbered,
such as the Realme 8, Realme 7, Realme 6, etc. These smartphone offer powerful
features and specifications at affordable prices.
12
2.Realme Narzo Series: This includes Realme smartphone under the Narzo series,
such as the Realme Narzo 30, Narzo 20, Narzo 10, etc. These smartphone are
designed for mobile gamers and offer powerful processors and gaming-centric
features.
13
3.Realme X Series: This includes Realme smartphone under the X series, such as the
Realme X2 pro, X7, X7 Pro, X50, X50 Pro, etc. These smartphone offer premium
features and specifications at mid-range prices.
Realme X2 Pro
14
4.Realme C Series: This includes Realme smartphone under the C series, such as the
Realme C25, C15, C12, etc. These smartphone are budget-friendly and offer decent
features and specifications.
15
5.Realme GT and Realme GT Neo, which offer top-of-the-line specifications and
features.
16
1.11 Acheivements of Realme
1.Realme has achieved several milestones since its inception in 2018. Some of the
major achievements of Realme are:
2.Fastest Growing Smartphone Brand: Realme has been the fastest-growing

smartphone brand globally, according to Counterpoint Research. In Q3 2020, Realme
was the fastest-growing smartphone brand with a 45% YoY growth.
3.Top 5 Smartphone Brand in India: Realme is one of the top five smartphone brands
in India, according to Counterpoint Research. The company has captured a significant
market share in the Indian smartphone market since its entry in 2018.
4.Innovative Products: Realme has introduced several innovative products, such as the
Realme X50 Pro, which was the first 5G smartphone in India. The company has also
launched several AIoT products, including Realme Buds Air, Realme Watch, and
Realme Band.
5.Award-Winning Products: Realme has won several awards for its products. In 2020,
the Realme 7 Pro won the prestigious Gadget of the Year award at the Times Tech
Awards.
6.Strong Online Presence: Realme has a strong online presence and engagement with
its customers. The company has a large following on social media platforms like
Instagram, Twitter, and Facebook, and has partnered with leading social media
influencers for its marketing campaigns.
7.Global Expansion: Realme has expanded to several markets globally, including

Southeast Asia, Europe, and Latin America. The company has a presence in over 60
countries worldwide.
17
Overall, Realme has achieved significant success in a short period of time, thanks to
its focus on affordability, innovative products, strong online presence, and aggressive
marketing campaigns. The company has established itself as a leading smartphone
brand in India and is expanding globally at a rapid pace.
1.12 Offline Realme Stores in India
Realme has an extensive offline retail presence in India, with more than 35,000 stores
across the country. These include Realme exclusive stores, which are owned and
operated by the company, as well as multi-brand retail outlets that stock Realme
smartphone. Some of the major retail chains that stock Realme smartphone in India
include Reliance Digital, Croma, and Poorvika Mobiles.
Realme exclusive stores are designed to offer a premium shopping experience to

customers, with knowledgeable staff, hands-on product displays, and after-sales
service. The company has opened over 400 exclusive stores across India, with plans
to open more in the future.
In addition to physical stores, Realme also sells its smartphone online through e-
commerce platforms like Amazon, Flipkart, and the Realme online store. The
company offers a range of products across different price segments, from budget
smartphone to high-end flagship devices.
Overall, Realme's extensive offline retail network in India has helped the company
reach a wide audience and establish a strong brand presence in the highly competitive
smartphone market.
18
19
1.13 Service Center Support of Realme
Realme service centers have trained technicians who can diagnose and repair your
device. They also have a stock of original Realme parts that can be used to replace
any damaged components in your device. Additionally, these centers provide software
support and can help you troubleshoot any issues that you may be facing with your
Realme device.
To ensure that your device is serviced efficiently, you should carry along your proof
of purchase and any relevant warranty documents when you visit a Realme service
center. This will help the technicians understand the history of your device and
provide the necessary support.
Overall, Realme's service centers provide comprehensive support for their devices,
ensuring that customers can enjoy uninterrupted use of their products.
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1.14 Consumer Behaviour
Consumer behavior refers to the study which analyzes how consumers make decisions
about their wants, needs, buying or act with respect to a product, service or
organization. It is very critical to understand the behavior of consumers to analyze the
behavior of potential consumers towards a new product or service. It is also very
useful for companies to identify opportunities which have not yet been met.
An example in the aspect of consumer behavior is the change in eating habits which
drastically increased the demand for gluten-free products. Businesses which have
identified this market gap have produced gluten-free products and have tapped this
market aspect as well.
On the other side, those companies which failed in monitoring consumer behavior
could not manage to fill this void in the marketplace and were left behind.
Understanding the behavior of consumers allows pro-active companies to increase
their market share through anticipating the shift within the consumer choice.
Consumer behavior can be defined as the study of psychological, physical and social
actions when individuals buy, use and dispose of products, services, ideas, and
practices. In other words, consumer behavior is the study of how consumers will
make their buying decision and what those factors which support or influence these
decisions.
According to marketers, by understanding the compelling reason for which a

consumer buys a particular product or service over the other, it becomes easier to
identify which product is in demand and which is obsolete so that marketing strategies
can be designed accordingly.
21
Chapter 2
Literature Revive
Literature Review
Kotler and Armstrong (2001) in their book have written that the main factors, which
discriminate from one customer to the other, are age, salary, perception and
adaptation. This demographical diversification leads the marketers to assess the
impact of their products in the mind of the customers the customers are segmented
accordingly.
Kushagra et al (2017) stated that the modern generation customers who are young
and dynamic are very tech-savvy and adventurous as far as adaptability to a new
product is concerned. They give very much emphasis on the attributes of a mobile like
camera quality, processor speed for gaming, battery power etc.
Ibrahim, Kassim, & Mohamood (2013) have deduced that while purchasing mobile
phones the young customers in the society are more influenced by celebrity
endorsement, frequency of advertisement, discount offers, word of mouth publicity
spread through friends, family and relatives.
Pigato (2001) explored that the proliferation of mobile phones in an unexpected rate
in developing countries since the 1990s. Even poor and remotest countries from sub
Saharan Africa and South Asia are also catching up rapidly in mobile access.
Mokhlis, Yakkop (2012) when experimented buyers behavior towards smart phones
in Malaysian University reached the resolution that seven components depict smart
phone buying behavior – inventive and innovative highlighted features , picture,
quality, value for money, durable , solidness and compatibility , media impact and
post sales services. The most significant among them was imaginative highlights
followed by proposal and cost.
16Chu-Mei Liu (2002). A good brand imaging is imperative to producers and all the
23
intermediaries of marketing process. High brand valued items have higher
acceptability which leads to high sales. The rapid growth of portable smart phone
subscriptions is extensively quicker in the Philippines. Now a day’s mobile phone
manufactures and service providers are collaborating with different advertising and
promotions.
Jaakko et al (2007) Found from their research that MCRM is a portable client
relationship conceptualization were the interaction between the client and the
customer is fourfold. They are acceptance of Advertising messages, by passing the
sales messages, filtering the messages and the trust between the client and the
customer based on which the products are accepted.
Fred Robins (2003) inferred that there is a blending of technology and imagination to
build a product, whose innovation is based on the personalization, advancement of
different generations of mobile handsets to be aligned with the internet speed and
technology.
Lynda Andrews et al (2012) Examined that customers' impression of the worth value
they get from the ordinary day to day utilization of smart phones and how portable
advertising (m-promoting) can possibly improve these worth recognitions. The
discoveries feature approaches to tailor m-showcasing procedures to supplement
purchasers view of the worth value offered through their smart phones.
Osman et al (2012) in their investigation found that customers made buying decision
based on design availability and brand image.
24
Chapter 3
Objectives of the study
SIGNIFICANCE OF THE STUDY
Scope Of the study

Objective of the study
• To measure the satisfaction level of customers towards Realme smart phones.
• To analyze the factors influencing the customers to choose Realme smart phones.
26
SIGNIFICANCE OF THE STUDY
The study is significant in the current scenario as there has been increase in the
number of smartphone users. And there has been increase in smartphone brands and
loyalty among the customers and increase in technology and other factors that can
lead to change in the preferences and perceptions of the customers. Especially during
and after the time of covid-19 pandemic the education sector also started using
smartphone for their study purposes, so there have been changes in the preferences
and satisfaction level of the customers towards a particular smartphone brand. So, the
study conducted is relevant in the current conditions
27
Scope of Study
The scope of study for the consumer behavior of Realme can cover several aspects,
including:
1.Demographics: The study can focus on understanding the demographics of

Realme's target audience, such as age, gender, income, education level, and
occupation.
2.Motivations and Needs: The study can investigate the motivations and needs of
Realme's customers, such as what drives them to purchase Realme smartphone, what
features they value the most, and what factors influence their buying decisions.
3.Brand Perception: The study can explore how consumers perceive the Realme
brand, its reputation, and its image, and how it compares to other smartphone brands.
4.Buying Behavior: The study can analyze the buying behavior of Realme's
customers, such as where they purchase Realme smartphone, how often they upgrade
their devices, and what factors influence their decision-making process.
5.Marketing and Advertising: The study can examine Realme's marketing and
advertising strategies, including its use of social media, online advertising, influencer
marketing, and brand partnerships.
6.Customer Satisfaction and Loyalty: The study can investigate the level of
customer satisfaction and loyalty towards Realme, including the likelihood of
repurchasing Realme smartphone and recommending them to others.
28
Overall, the scope of the study for the consumer behavior of Realme can be broad and
cover several aspects, providing insights into the company's target audience, brand
perception, buying behavior, and customer satisfaction, which can inform Realme's
marketing and product development strategies.
29
Chapter 4
Research Methodology
4.1 RESEARCH METHODOLOGY
Research methodology is the specific procedure or techniques wed to identify, select,

process and analyze information about a topic. It is a way to systematically solve the
research problem. A researcher should not only know the research methods and
techniques but also the methodology. Therefore, this section elaborates the steps that
were adopted with precision while undertaking this study.
4.2 UNIVERSE OF THE STUDY
For the purpose of the study, the population size is unknown.
4.3 SAMPLE SIZE
For this study a sample size of 111 was taken as a sample for primary data.
Respondents from various age groups were asked to fill the questionnaire. The reason
distinct age groups were chooses was so that we could understand clearly how
different age groups perceived the questions and felt about the questions being asked
and to bring some kind of variation in the data. The responses were collected from
students, government employees, corporate employees and of other professions as
well. Through the sample size was small but it consists of varied type of respondents
so as to overcome all the odds
4.4 SAMPLE TECHNIQUE
For this project work, a non-probability sampling method where not at all the
members of the population have a chance to participate in the study Non probability
sampling method can be again categorised and to be more precise snowball sampling
technique was used for the completion of the project. Snowball sampling is also
mewn as a chain referral sampling technique. This strategy is generally employed
where new units are recruted by other units to form a part of the sample. It is used
where potential participants are hard to find.
31
A structured e-questionnaire was used as a research instrument in order to collect and
measure the necessary data on suitable scale, required for the study. The questionnaire
was developed and directly mailed to the respondents via "Google Forms", a survey
administered software.
4.4.1 DESIGNING QUESTIONNAIRE:
Keeping in view the objectives of the study, a questionnaire has been designed. There
are five demographic questions (name, age, education qualification occupation …)
and 21 specific questions that makes a total of 26 questions in the questionnaire.
4.4.2 STATISTICAL TOOL USED:
The researcher has undergone a multiple stage sampling, the primary data are
collected through online questionnaire by using Google forms with the help of
snowball technique the researcher tallied, scored and tabulated the responses in the
provided questions by using weighted frequency score, weighted mean and average
mean
4.43 SCALES USED:
Likert Scale: It is most widely used approach to scaling responses in survey research.
These are generally rating scale which includes closed-ended survey questions that
measures participants opinion on a series of statements. In this project a five-point
Likert scale was used where the choices range from very dissatisfied to very satisfied,
not at all to always and very unlikely to very likely
32
4.5 SOURCE OF THE DATA
Data plays an important role in research. Facts, information or premises properly

collected and formally presented for the coming and for the purpose of drawing
conclusions may be called data. Mostly there are two ways to collect data and this
study is based on two sources of data namely primary and secondary data
PRIMARY DATA: Primary data also known as first-hand information were collected
from the sample size with the help of online questionnaire where concemed questions
are close ended in nature. Primary data are collected for the purpose by locating and
identifying the contacts who uses online sites and application that requires their
private data. Since it's not possible to touch each and every people, so Snowball
sampling techniques is being used by which representative sample size are taken at
our locality.
SECONDARY DATA: Secondary data are the data in actual existence, in records
having being already collected and also treated statistically. In short, it is the data that
have been already collected, presented, tabulated and located with analytical that have
been collected by some agencies, government department and research worker. The
secondary data presented in this project were collected from books, journals,
magazines, newspapers, websites and researcher's studies.
4.6 PERIOD OF STUDY
The period of the study is from 1" March to 30 April, 2023. The data has been
collected from month of March of this year and the report is being prepared by the
end of March
4.7 ANALYSIS AND INTERPRETATION OF DATA
33
This study in descripted as well as analytical in nature. The collected data are tallied,
classified and tabulated and then analysed by using weighted frequency score,
weighted mean and average mean
4.8 CHAPTER SCHEME
Chapter 1. This is the introductor chapter of the usertation which comprises

introduction of the project concepts of consumer consumer buying behaviour
consumer behaviour patterns, consumer behaviour segmentation, traditional and
social media marketing, social media, social media influence on the consumer
behaviour and current consumer trends.
Chapter 2. This chapter of the dissertation comprises the reviews of literature.
Chapter 3 . This chapter includes the objectives of the study , significance of the study
and scope of the study.
Chapter 4: This chapter includes the details of methodology of the study, the sample
size taken, sample technique used, source of data, period of the study, analysis and
interpretation of data.
Chapter 5: This chapter covers the analysis and interpretation of the data collected
through online questionnaire.
Chapter 6: This chapter gives an insight of the project's findings and suggestions.
Chapter 7: This chapter gives an overview of the various limitations that a project
work might have, scope for future research and conclusion
34
Chapter 5
Analysis And Interpretation

Table 5.1: Respondent’s profile according to gender.
Gender Respondent (Respondent)In (%)
Male 70 63.1
Female 39 35.1
LGBTQ 1 0.9
Transgender 1 0.9
(compiled from survey data)
Fig: 5.1Figure showing the age of the respondent.
ANALYSIS & INTERPRETATION
Table 5.1 , shows the percentage of different genders that responded to this study. The
researcher found that the percentage of gender is devided into Male 63.1 %, female
35.1% and 1.8% of other gender.
36
Table 5.2 Respondent profile according to the classified age group .
Category Respondent Percentage
15-20 22 19.8%
21-30 53 47.7%
31-40 17 15.3%
41-50 15 13.5%
51 & Above 4 3.6%
(Compiled from survey data)
Fig:5.2 Figure showing the age of the respondent.
Table 5.2 , shows the diffenrent age category of respondent . The researcher found
that from 15-20 age category there are 19.8% , 21-30 age category there are
47.7%,31-40 category there are 15.3%,41-50 category there are 13.5%, 51 & above
there are 3.6 % of 100% respondence.
37
Table 5.3 Respondent profile according to their Education Qualification.
HSLC 10 9%
HSSLC 40 36%
GRADUATE 34 30.6%
POST GRADUATE 22 19.8%
OTHER 5 4.5%
Fig: 5.3 Figure showing the education qualification of the respondent.
Table 5.3 , shows the percentage of education qualification of the respondence.

Among 100% HSLC consist of 9%, HSSLC consist of 36%, Graduate consist of
30.6%, Post Graduate consist of 19.8% and Other consist of 4.5
38
Table 5.4 Respondents profile according to their occupation
Student 48 43.2
Professional 9 8.1
Government Employed 25 22.5
Private Employee 11 9.9
Self Employed 18 16.2
Fig: 5.4Figure showing the occupation of the respondent.
Table 5.4 , shows the percentage of category of respondence who answered the
quationary. The researcher found that among the category students consist of 43.2%,
Professional consist of 8.1%, Government Employees consist of 22.5%, Private
employees consist of 9.9% and Self Employed consist of 16.2%.
39
Table 5.5 Respondents who have Realme Phones
Yes 95 85.6
No 16 14.4
Fig: 5.5 Figure showing the respondents who uses Realme Phones.
Table 5.5 , shows the percentage of respondence who are using Realme
Smartphone.The researcher found the 85.6% respondent uses Realme smartphone,
and 14,4% respondent don’t uses Realme Smartphone.
40
Table 5.6 From where the respondents come to know about Realme
Family and Friends 42 37.8
Advertisement 32 28.8
Others 4 3.6
Social Media 23 20.7
Sales Representative 10 9
Fig: 5.6 Figure showing from where the respondent came to know Realme
Table 5.6, shows the category of how the respondent come to know about Realme.
The researcher found that from family and friends there are 37.8%, from
advertisement there are 28.8%, from other there are 3.6%, from Social Media there
are 20.7% and from sales representatives there are 9%.
41
Table 5.7 From which advertisment mode the respondent get influenced the most
category Respondent Percentage
Television 20 18%
Newspaper 17 15.3%
Magazine 11 9.9%
Internet 62 55.9%
Personal Research 1 0.9%
Fig: 5.7 Figure showing the advertisment modes
Table 5.7, show from which media advertisment the respondent are more influnced
to buy. The researcher found that from Television there are 18%, from Newspaper
there are 15.3%, from Magazine there are 9.9%, from Internet there are 55.9% and
from personal research there are 0.9%.
42
Table 5.8 Respondents who finds Realme Accessories
Yes 78 70.3
No 9 8.1
Maybe 24 21.6
Fig: 5.8Figure showing the respondent who finds Realme Accessories
Table 5.8, shows that are the accessories of Realme smartphone are easily available ,
where researcher have categorised the usage status of the respondents by
segmenting close-ended option. From the above table researcher found 100%
respondents 70.3 got accessories of Realme smartphone and 21.6 don’t get
accessories of Realme Smartphone and 8.1 may or mayn’t get the accessories of
Realme smartphone.
43
Table 5.9 Respondents who Choose different Price category
Below 10000 8 7.2%
10000-15000 26 23.4%
15000-20000 50 45%
20000-25000 19 17.1
Above 25000 8 7.2
Fig: 5.9Figure showing different price category that respondent chooses
Table 5.9, shows the category of price that the respondent have , The researcher
found that in below 10000 category the 7.2% respondent have smartphone of this
category, 10000-15000 category 23.4%, 15000- 20000 category 45%, 20000-25000
category 17.1% and above 25000 7.2 %.
44
Table 5.10 Respondence who have different satisfaction level of Realme Smartphone
Brand
Frequency Frequency W.F.S AM

Sale in (%)
Very Satisfied 18(16.2) 81 0.72

0.63
(5)
Satiesfied(4) 49(44.1) 176.4 1.58
Neutral(3) 28(25.1) 75.6 0.68
Disatiesfied(2) 11(9.9) 19.8 0.17
Very 5(4.5) 4.5 0.04

Dissatisfied(1)
100% 357.3 3.19
Fig: 5.10 Figure showing the satisfaction f Realme Smartphone Brand
Table 5.10, shows the overall satisfaction of Realme’s smartphone brand , where
researcher have categorized the concerned variable in 5 likert scale to analyse the
consumer perception regarding the same. From the above table researcher found that
45
consumer , very satisfied frequency in 16.2% followed by 44.1% in satisfied , 25.1%
is on Neutral category, 9.9% in on dissatiesfied category and 4.5% from the total
frequency scale of consumer’s responses in very dissatiesfied category respectively.
Where Weigted Mean from the scale select frequency scale are 0.72, 1.58, 0.68, 0.17
and respectively , where total weighted Mean is 3.19 . Above table shows that 0.63 is
the Avereage Mean from the selected frequency scale considering all the Weighted
Mean value from concerned Parameter.
46
Table 5.11 Respondents who get influnced by Realme’s special feature on purchase
decision.
Yes 71 64%
No 18 16.2
Maybe 22 19.8
Fig: 5.11 Figure showing Respondent got influenced or not by special feature.
Table 5.11, shows are the respondents get influnced of any special feature of
Realme smartphone before purchasing them recommended , where researcher have
categorised the usage status of the respondents by segmenting close-ended option.
From the above table reasearcher found 100% respondents 64% get influnced by
Realme’s special feature and 16.2% don’t got influnced and 19.8% may got
influnced by Realme smartphone special feature before purchasing them.
47
Table 5.12 Respondents most liked segments for the purchase
Brand 35 31.5%
Quality 52 46.8%
Price 58 52.3%
Percentage 60 54.1%
Battery 44 39.6%
Design 42 37.8%
Colour 28 25.2%
All Of the Above 1 0.9%
Fig: 5.12Figure showing Respondent most liked segments for the purchase
48
Table 5.12, shows are the respondents most liked segments which impacts the
purchase of the Realme phone. The researcher found that among & segments the
price segments leads in 52.3%,Quality segments 46.8%,Battery segments in 39.6%,
design segments in37.8% so on.
49
Table 5.13 Respondents satisfaction level towards different segments of Realme
phone.
Variable H.S(5) S(4) N(3) D(2) H.D(1) W.F.S W.M W.A,M
Price 37(33.3) 44(39.6) 22(19) 5(4.5) 3(2.7) 393.6 3.54 3.3%
Color 20(18) 58(52.2) 21(19) 6(5.4) 6(5.4) 372 3.35
Camera 28(25.2) 42(38) 31(28) 7(6.3) 3(2.7) 379.1 3.42
Design 20(18) 48(43) 32(29) 8(7.2) 3(2.7) 366.1 3.3
Storage 18(16.2) 51(46) 31(28) 6(5.4) 5(4.5) 364.3 3.3
Gurantee 9(8.1) 50(45) 39(35) 11(9.9) 2(1.8) 347.1 3.12
Fig: 5.13Figure showing Respondent most liked segments for the purchase
50
Table 5.13, shows the respondents satisfaction level of different factors of Realme
phone. The researcher calculated the satisfaction level in weighted mean method
and it shows as, Price W.M-3.54,Color W.M 3.35,Camera W.M-3.42,Design W.M-
3.3 so on.
51
Table 5.14 Respondents who refer Realme phone to friends and relatives
Yes 74 66.6%
No 10 9%
Maybe 27 24.3%
Fig: 5.14 Shows percentage of respondent who refer Realme brand to friends and
family
Table 5.14. shows are the respondents get recommended Realme smatphone from
friends and relatives , where researcher have categorised the usage status of the
respondents by segmenting close-ended option. From the above table reasearcher
found that consumers among 100% respondents 66.60% respondents have goy
recommended and 40.50% have not got recommended and 17.1% may got
recommended Realme smartphone from friends and relatives.
52
Table 5.15 Respondents who are loyal to Realme Brand
Yes 47 42.3%
No 45 40.5%
Maybe 19 17.1%
Fig: 5.15 Shows percentage of the respondent who are loyal to Realme.
Table 5.15 shows the respondents who are loyal to the Realme Brand , where the
researcher found that 42.3% respondents are loyal and 40.5% respondents are not
loyal to Realme .
53
Table 5.16 Respondents who had negative issues with Realme Brand
Yes 47 42.3%
No 45 40.5%
Maybe 19 17,1%
Fig: 5.16 Shows percentage of the respondent who have negative issues with Realme
Brand
Table 5.16, shows are the respondent’s hace ever experienced any negative
experience with Realme smartphone brand , where researcher have categorised the
usage status of the respondents by segmenting close-ended option. From the above
table researcher found that consumers among 100% respondents 42.3% have faced
negative experience with Realme smartphone’s and 40.50% haven’t faced
negative experience with Realme smartphone’s and 17.10 % may have faced
negative experience with Realme Smartphone’s.
54
Table 5.17 Respondents who have used Realme customer service
Yes 70 63.1%
No 41 36.9%
Fig: 5.17 Shows percentage of the respondent who have used Realme’s customer
service.
Table 5.17, shows the number of respondents who have ever used Realme’s
customer service, where researcher have categorised the usage status of the
respondents by segmenting close-ended option. From the above table reasearcher
found that consumers among 100% respondents 63.10% respondents have used
Realme’s customer service and 36.90% have not used Realme’s customer service.
55
Table 5.18 Respondents satisfaction level of after sale service of Realme.
Frequency Sale Frequency in W.F.S WM AM

(%)
Very Satisfied (5) 6(5.4%) 27 0.24

0.60
Satisfied(4) 50(45%) 180 1.62
Neutral(3) 41(36.9% 110.7 0.99
Disatiesfied(2) 10((9%) 18 0.16
VeryDissatisfied(1) 4(3.6%) 3.6 0.03
3.04
Fig: 5.18 Shows percentage of the respondents satisfaction level of after sale service.
Table 5.18, shows the overall satisfaction of Realme’s after sale service , where
consumer , very satisfied frequency in 5.4% followed by 45% in satisfied , 36.9% is
56
on Neutral category, 9% in on dissatiesfied category and 3.6% from the total
frequency scale of consumer’s responses in very dissatiesfied category respectivly.
Where Weighted Mean from the scale select frequency scale are 0.24, 1.62, 0.99, 0.16
and respectively , where total weighted Mean is 3.04 . Above table shows that 0.60Fig:
5.17 Shows percentage of the respondent who have used Realme’s customer
service.the Avereage Mean from the selected frequency scale considering all the
Weighted Mean value from concerned Parameter.
57
Table 5.19 Respondents problem resolving time
Perameter Respondent Percentage
Less than a day 20 18%
1-3 days 38 34.2%
4-7days 23 20.7
More than a week 15 13.5%
Never resolved 15 12.5%
Fig: 5.19 Shows percentage of the respondents time for resolving of issues in
Realme’s customer service.
Table 5.19 , shows how long it takes for Realme to solve the issues , where the
researcher have categorized the concerned time variable. From the above table
researcher found that there are 18% consumer who’s issue is resolved in Less than
one day, 34.2% consumer’s issue is resolved in 1-3 days ,20.7% consumer’s issue is
58
resolved in 4-7 days , 13.5% consumers’s issue is resolved more than and a week and
12.5% consumer’s issued are never resolved
59
Table 5.20 Respondents satisfaction towards Realme’s Representatives
Frequency Frequency W.F.S W.M. A.M.

Sale in (%)
Very 10(0.9%) 4.5 0.04

0.54
Satisfied (5)
Satiesfied(4) 50(45%) 180 1.62
Neutral(3) 36(32.4%) 97.2 0.87
Disatiesfied( 11(9.9%) 19.8 0.17

2)
VeryDissatis 4(3.6%) 3.6 0.03

fied(1)
2.74
Fig: 5.20 Shows percentage of the respondents satisfaction level towards Realme’s
representatives
60
Table 5.20., shows how helpful and knowledgeable were the Realme’s customer
representatives , where researcher have categorized the concerned variable in 5 likert
scale to analyse the consumer perception regarding the same. From the above table
researcher found that consumer , very satisfied frequency in 0.9 % followed by 45%
in satisfied , 32.4% is on Neutral category, 9.9% in on dissatiesfied category and
3.6% from the total frequency scale of consumer’s responses in very dissatiesfied
category respectivly. Where weigted Mean from the scale select frequency scale are
0.04, 1.62, 0.87, 0.17 and respectively , where total weigted Mean is 2.74 . Above
table shows that 0.54 is the Avereage Mean from the selected frequency scale
considering all the Weigted Mean value from concerned Parameter
61
Table 5.21. Respondents way to reach the customer care service.
Very Easy 23 20.7
Somewhat easy 32 28.8%
Neutral 40 36%
Somewhat Difficult 14 12.6%
Very Difficult 2 1.8
Fig: 5.21 Shows percentage of the respondents satisfaction level
Table 5.21 , shows the percentage of respondence of how easy for them to reach the
Realme Customer Service.The researcher found that among the the respondence in
very easy category there is 20.7%, Somewhat easy category there is 28.8%, Neutral
category there is 36%, somewhat difficult category there is 12.8% and Very difficult
category there is 1.8%.
62
Table 5.22 respondents satisfaction level of the Warranty period of Realme
Frequency Sale Frequency in W.F.S W.M. .A.M

(%)
0.60
Very Satisfied (5) 9(8.1%) 40.5 0.36
Satiesfied(4) 48(43.2%) 172.8 1.55
Neutral(3) 40(36%) 108 0.97
Disatiesfied(2) 7(6.3%) 12.6 0.11
Very 7(6.3%) 6.3 0.05

Dissatisfied(1)
3.04
Fig: 5.22 Shows percentage of the respondents satisfaction level of warranty period.
Table 5.22 , shows how satiesfied are the respondents from Realme’s warrty service ,
where researcher have categorized the concerned variable in 5 likert scale to analyse
the consumer perception regarding the same. From the above table researcher found
63
that consumer , very satisfied frequency in 8.1 % followed by 43.2% in satisfied ,
36% is on Neutral category, 6.3% in on dissatiesfied category and 6.3% from the
total frequency scale of consumer’s responses in very dissatiesfied category
respectivly. Where Weighted Mean from the scale select frequency scale are 0.36,
1.55, 0.97, 0.11 and respectively , where total weighted Mean is 3.04 . Above table
shows that 0.60 is the Avereage Mean from the selected frequency scale considering
all the Weighted Mean value from concerned Parameter.
64
Table5.23.Respondents who are recommending Realme to friends and family
related to after sale service.
Very Likely 18 16.2%
Likely 41 36.9%
Neutral 34 30.6
Unlikely 10 9%
Very Unlikely 8 7.2%
Fig: 5.23 Shows percentage of the respondents who are recommending Realme to
friends and family.
Table 5.23 , shows the percentage of respondence who are likely to recommend
Realme smartphone to a friend or family member based on your after-sales service
65
experience. The researcher found that very likely category consist of 16.2%, likely
consist of 36.9%, neutral consist of 30.6%, unlikely consist of 9% and very unlikely
consist of 7.2%..
66
Table5.24 Responents experienced of recurring issues with their Realme phone
Feedback frequency Respondent Percentage
Yes, the same issue has 21 18.9%

occurred multiple times
Yes, but it was a different 47 42.3%

issue than the one
originally resolved
No, the issue was fully 26 23.4%

resolved and has not
occurred again
No, the issue was fully 17 15.3%

resolved and has not
occurred again
Fig: 5.24 Shows percentage of the respondents experience of recurring issues with
their Realme.
67
Table 5.24 , shows the percentage of frequency feedback of the respondent . The
researcher found that from F1 it is 18.9%, from F2 it is 42.3%, from F3 it is 23.4%
and from F4 it is 15.3%
F1:Yes, the same issue has occurred multiple times.
F2:Yes, but it was a different issue than the one originally resolved
F3:No, the issue was fully resolved and has not occurred again
F4:No, the issue was fully resolved and has not occurred again.
68
Table 5.25 Respondents satisfaction level of after sale service of Realme.
Frequency Sale Frequency in W.F.S W.M A.M

(%)
VerySatisfied (5) 11(9.9%) 49.5 0.44

0.60
Satiesfied(4) 46(41.4%) 165.6 1.49
Neutral(3) 34(30.6%) 91.8 0.82
Disatiesfied(2) 17(15.3) 30.6 0.27
VeryDissatisfied(1) 3(2.7%) 2.7 0.02
3.04
Fig: 5.25 Shows percentage of the respondents satisfaction level of after sale service.
Table 5.25 , shows the overall, after sale service provided by Realme, where
69
consumer , very satisfied frequency in 9,9% followed by 41.4% in satisfied , 30.6% is
on Neutral category, 15.3% in on dissatiesfied category and 2.7% from the total
frequency scale of consumer’s responses in very dissatiesfied category respectivly.
Where Weighted Mean from the scale select frequency scale are 0.44, 1.49, 0.82, 0.02
and respectively , where total weighted Mean is 3.04 . Above table shows that 0.60 is
the Avereage Mean from the selected frequency scale considering all the Weighted
Mean value from concerned Parameter.
70
CHAPTER-6:
FINDINGS
Findings
Based on research objectives the researcher applied appropriate analysis and tools to
know about customer behaviour of Realme smartphone From the analysis, the
researcher found the important findings of the study. In this section the researcher
presents all the findings that had been discovered by using the data's that was
collected are
• Majority of the respondents were male that is 63.1%.
• Majority of the respondents are age group between 21-30 that is 47,7%.
• Majority of the respondents were HSSLC about 36%
• 43.2% of the respondents were students.
•85.6% of the respondent uses Realme phones.
•37,8% of the respondents come to know about Realme smartphone through
family and friends.
• Majority respondents prefer to buy Realme smartphone at 15000-20000 price
range
•55.9% of the respondent get influnced by the internet
•70.3% of the respondent got accessories of Realme smartphone very easily.
•44,1 % of the respondent are satisfied with Realme smartphone brand.
•Most of the respondent get influenced by the special features of Realme.
•Most of the respondence are likely to recommend the Realme Brand to friends and
family.
• Very least number of respondence have faced negative experince owith Realme
Brand.
• 63.1% of Respondence have used Realme customer service.
72
•Most of the responondence feel satisfied from the service of the customer care of
Realme
•Most respondence feel satisfied with the knowledge of the employees of Realme
Customer service
•36% respondence answerer neutral to hwo easy to reach the Realme Centre
•Most of the respondence feel satisfied with the warranty facility of Realme
20.•41.4% respondence feel satisfied with the overall after-sales service provided by
Realme for there smartphone.
73
CHAPTER-7:
SUGGESTION
SUGGESTIONS
Based on the foresaid findings and the observations made by the researcher during
the survey. This are some of the suggestion given by the respondent or the researcher
found by himself.
• Using of promotional strategies like price offer had attracts majority of
respondents. Therefore, the company should provide more like promotional
offers so that it can attract more customers.
• Company should take necessary steps to make improvements in areas such as
cameras and accessories, as some respondents are not fully satisfied in this
features.
• Company should do all activities that can make their product highly satisfied in
all areas by customers, so that it will increase their loyalty towards the brand.
• Only few respondents are known about the product through advertisements in
newspaper, television, magazines. Most of them are influenced through online
advertisements and family and friends. So, the company should take necessary
steps to make more investments and improvements in this area of advisements,
so that it will make Realme more popular among the pubic which leads increase
in sale of the product.
• Battery power improvement for Rs. 15000 and below 15000 price phones .
• Remove ColourOS use Stock Android.
•Realme should provide security updates in all of their phones for atleast 4 years
from the date of market launch.
75
CHAPTER-8:
LIMITATION
LIMITATION OF THE STUDY
1. The research was carried out in a short period of time
2. The information given by the respondents might not be fully accurate. As cultures and
values change from country to country, consumer's buying behaviour may also vary.
3.A study involving many countries should be conducted on this topic for more accurate
and generalized results
4. Difficulty reaching certain types of participants, such as those who do not have internet
access
77
CHAPTER-9:
Scope For Further Research

SCOPE FOR FURTHER RESEARCH
Understanding the importance of consumer buying behaviour is really important as

effective and proactive development of the organization, through the study on
consumer buying behaviour towards smartphone provides a huge scope on
development of consumer buying behaviour in the context of research.
79
Chapter 10
Conclusion
CONCLUSION
This research is done for academic purpose and the study is conducted to know about
customer behaviour towards Realme smartphone . From the sample of 111
respondents, it is found that customer were satisfied in almost every areas of the
Smartphone and customer showing well behaviour towards the Realme smartphone.
The objectives of the study are accomplished that factors influencing the customer to
choose Realme smartphone have been identified and also get to know the satisfaction
level of customers towards Realme.
Majority of the respondents are satisfied with almost all features of Realme
smartphone. People are attracted towards Realme smartphone are mainly due to its
lower price, higher performance, value for money and easy availability of accessories.
Along with this special features, promotional strategies like price offer and discount
have a great impact on sale of Realme. Also, family and friends and online
advertisements made Realme smartphone well known among the people.
In a short glance, this study shows majority of respondents are satisfied with almost
all areas of the Realme smartphone. And its higher performance and lower price and
value for money, along with promotions through social media and online
advertisements make more customers to make chose for Realme smartphone.
81
BIBLIOGRAPHY
Bibliography
1.Books Name
 "Consumer Behavior towards Smartphone: A Study on Young Working Adults in

Malaysia" by Norazah Mohd Suki, published by Springer in 2019.
 "Mobile Phone Behavior" by Shu- Chuan Chu and Hsiu-Mei Huang, published
by Springer in 2017.
 "Consumer Behaviour in the 21st Century" by Ismail Saymaz, published by

Palgrave Macmillan in 2020.
 "The Psychology of Smartphone Adoption: A Holistic Approach" by David

Wallerstein and Mark Schreiber, published by Routledge in 2018.
 "The Smartphone: Anatomy of an Industry" by Elizabeth Woyke, published by

The New Press in 2019.
2,Reference
 Kotler & Armstrong. (2010). Principle of marketing (3rd ed.). Boston: Pearson
Education; 2010
83
 Kushagra et al (2017), Consumer preference for electronic consumer durable
goods in India: a conjoint analysis approach, January 2017, International
Journal of Business Forecasting and Marketing Intelligence 3(1):13
 S.Mokhlis and A.Y.Yakoop, “Consumer Choice criteria in Mobile Phone

selection: An investigation of Malaysian University student”, International
review of Social Science & Humanities, 2(2), 2012, 203-212
 Chu-Mei Liu, (2002) "The effects of promotional activities on brand decision in

the cellular – 51 telephone industry", Journal of Product & Brand Management,
Vol. 11 Issue: 1, pp.42
 Ibrahim et al (2013). Antecedent Stirring Purchase Intention of Smartphone

among adolescents in Perlis International Journal of Academic Research in
Business and Social Sciences December 2013, Vol. 3, No. 12, 84-97.
 Dr S J Mishra, Debasish Rout, Neeraj K Jena (2020), “An analysis of Online

Shopping of customers with special reference to Bhubaneswar”. Mukt Shabd
Journal (UGC CARE), Vol-IX, Issue-V, ISSN NO: 2347-3150
 Fred Robins, The marketing of 3G (November 2003), Marketing Intelligence &
Planning 21(6):370-378
 . Jaakko et al (2007), Conference: System Sciences, 2006. HICSS '06.

Proceedings of the 39th Annual Hawaii International Conference on system
sciences, Volume: 6
84
Websites
1. Realme (India) - Dare to leap
2. Realme India: Realme bumps up India hiring, Madhav Sheth to still look after
India strategy - The Economic Times
3. Consumer behaviour - Wikipedia
4. A study on consumer buying behavior of mobile phones | Ganlari | Journal of

Management in Practice (Online Only)
5. Understanding the success of Realme | The Indian Express
6. Replaced as Realme India head, Madhav Sheth to stay with firm as VP of business
and corporate strategy
7. Realme Mobile Phones: Latest & New Mobile Phones List 29th March 2023
8. Realme Mobile Phones Price List in India | Smartprix
9. All Realme phones
10.5 Best Realme Mobile Phones In India March 2023 | Cashify Blog
85
ANNEXURE
QUESTIONNAIRE
TOPIC: “A study on consumer behaviour towards Realme smartphone ”
I, Anubhav Kashyap ,student of BBA 6th Semester, CKB Commerce College, Jorhat,
would like to address you that, for the fulfillment of BBA course under Dibrugarh
University, I am doing a research on the above topic which is purely for an academic
purpose. The information shared by you, will remain confidential.
PART - A
DEMOGRAPHIC PROFILE OF THE RESPONDENT
1.Consumer Name
2.Gender:
• Male
• Female
• Others
3. Age:
• 15 - 20
• 21 – 30
• 31 – 40
• 41 – 50
• 51 & above
4..Education qualification:
•Matriculation
• Higher secondary
• Graduate
• Post graduate
• Others
5.Occupation:
• Self employed
• Private employed
• Government employed
• Professional
• Student
6.Do You Use Realme smartphone?
 Yes
 NO
7. How do you come to know about Realme smart phones?
• Advertisement
• Family and friends
• Sale representative
• Social media
• Others

8.. Which Media of advertisement influence your purchase?
• Television
• Newspaper
• Magazine
• Internet
9.Did the accessories of Realme smart phones are easily available?
• Yes
• No
• Sometimes
10.What price do you consider while you purchase a Realme smart phone?
• Below 10000
• 10000 - 15000
• 15000 – 20000
• 20000 – 25000
• Above 25000
11..Based on your own experience how would you rate your satisfaction with
Realme smartphone brand?
 Very satisfied
 Somewhat satisfied
 Neither satisfied nor dissatisfied
 Somewhat dissatisfied
 Very dissatisfied
12..Does the Special features of the Realme smart phones influence on your purchase
decision?
• Yes
• No
13.What features that leads you to make the purchase of Realme smart phone?
• Brand
• Quality
• Price
• Performance
• Battery
• Value
• Design
• Color
• Others
14.How satisfied you are with the following Factors of Realme smart phones? Check
the appropriate box.
HS – Highly satisfied
S – Satisfied
N – Neutral
D – Dissatisfied
HD – Highly Dissatisfied
Question HS S N D HD
Price
Colour
Camera
Design
Battery
Display
Accessories
Storage
Gurantee
15..Are you recommending Realme brand to your friends and relatives?
• Yes
• No
• Sometimes
16.Have you had any negative experience with Realme smartphone or the brand in
general?
• Yes
• No
• Maybe
17..Have you ever use Realme Customer Service ?
 Yes
 No
18..How satisfied are you with the overall after-sales service provided by Realme
for your phone?
 Very satisfied
 Satisfied
 Neutral
 Dissatisfied
19...How long did it take for Realme to resolve your issue?

 Less than a day
 1-3 days
 4-7 days
 More than a week
 Never resolved
20How helpful and knowledgeable were the Realme customer service representatives?
 Very satisfied
 Satisfied
 Neutral
 Dissatisfied
21.How easy was it to reach Realme's customer service?
 Very easy
 Somewhat easy
 Neutral
 Somewhat difficult
 Very difficult
22.How satisfied are you with the warranty provided by Realme for your phone?
 Very satisfied
 Satisfied
 Neutral
 Dissatisfied
23.How likely are you to recommend Realme to a friend or family member based on
your after-sales service experience?
 Very likely
 Likely
 Neutral
 Unlikely
 Very unlikely
24.Have you experienced any recurring issues with your Realme phone after
receiving after-sales service?
 Yes, the same issue has occurred multiple times
 Yes, but it was a different issue than the one originally resolved
 No, the issue was fully resolved and has not occurred again
 N/A, I have not received after-sales service for my Realme phone

25.How satisfied are you with the overall after-sales service provided by Realme for
your Smartphone?
 Very satisfied
 Satisfied
 Neutral
 Dissatisfied
26.What improvements would like to suggest Realme Smartphone models ?.

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A STUDY

CONSUMER BEHAVIOUR TOWARDS REALME SMARTPHONE

BACHELOR OF BUSINESS ADMINISTRATION

BBA 6th semester

Registration No: 20480667

CKBCC SCHOOL OF MANAGEMENT

School of Management (BBA)

This is to certify that the dissertation entitled "A STUDY ON CONSUMER

Date: Mr. Sarangapani Phukan

Place ASST. PROFESSOR

Dept. Of BBA CKBCC

School of Management, Jorhat

PLACE: SIGNATURE OF THE CANDIDATE

I am thankful to Dr. Ranjit Sarma, Principal OF CKB COMMERCE COLLEGE, and

Chapter No Chapter Page Number

Company Profile 3-4

II Literature Review 22 -23

III Objectives of the Study 26

Scope of the Study 27

Significance of the study 28

IV Research Methodology 31-36

V ANALYSIS & 38-72

VII Suggestion 77-78

VIII LIMITATION OF THE 80

IX SCOPE FOR FURTHER 82

TABLE NO. CONTENTS PAGE NO.

Table 5.2 Respondent profile according to the classified 39

Table 5.3 Respondent profile according to their 40

Table 5.4 Respondents profile according to their 41

Table 5.5 Respondents who have Realme Phones 42

Table 5.6 From where the respondents come to know 43

Table 5.7 From which advertisment mode the respondent 44

Table 5.8 Respondents who finds Realme Accessories 45

Table 5.9 Respondents who Choose different Price 46

Table 5.10 Respondence who have different satisfaction 47-48

Table 5.11 Respondents who get influnced by Realme’s 49

Table 5.12 Respondents most liked segments for the 50-51

Table 5.14 Respondents who refer Realme phone to 54

Table 5.15 Respondents who are loyal to Realme Brand 55

Table 5.16 Respondents who had negative issues with 56

Table 5.17 Respondents who have used Realme customer 57

Table 5.18 Respondents satisfaction level of after sale 58-59

Table 5.19 Respondents problem resolving Time 60-61

Table 5.20 Respondents satisfaction towards Realme’s 62-63

Table 5.21 Respondents way to reach the customer care 64

Table 5.22 respondents satisfaction level of the Warranty 65-66

Table 5.23 Respondents who are recommending Realme 67-68

Table 5.24 Responents experienced of recurring issues 69-70

Table 5.25 Respondents satisfactiomn level of after sale 70-71

Figure NO. CONTENTS PAGE NO.

Figure 5.2 Respondent profile according to the classified 39

Figure 5.3 Respondent profile according to their 40

Figure 5.4 Respondents profile according to their 41

Figure 5.5 Respondents who have Realme Phones 42

Figure 5.6 From where the respondents come to know 43

Figure 5.7 From which advertisment mode the respondent 44

Figure 5.8 Respondents who finds Realme Accessories 45

Figure 5.9 Respondents who Choose different Price 46

Figure 5.10 Respondence who have different satisfaction 47-48

Figure 5.11 Respondents who get influnced by Realme’s 49

Figure 5.12 Respondents most liked segments for the 50-51

Figure 5.13 Respondents satisfaction level towards different 52-53

Figure 5.14 Respondents who refer Realme phone to 54