A

FIELD SURVEY REPORT

ON

A STUDY ON CUSTOMER PREFERENCE TOWARDS PURCHASE OF MOBILE

PHONE – A CASE STUDY OF OPPO VS REDMI

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

MASTER IN BUSINESS ADMINISTRATION (MBA)

By
HARSHITA BHOOSAN
MBA (2023-25)
ROLL NO: MBA2311099

UNDER THE SUPERVISION OF

DR SHISHIR KUMAR GUJRATI

ASSISTANT PROFESSOR (STAGE III)
SCHOOL OF MANAGEMENT SCIENCES (SMS)

REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR

THE AWARD OF THE DEGREE OF
MASTER IN BUSSINESS ADMINISTRATION

BATCH (2023-25)
SCHOOL OF MANAGEMENT SCIENCES (SMS)
KHUSIPUR, VARANASI- 221011 (U.P), INDIA
(DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY)
LUCKNOW (U.P)- 226031
 DECLARATION
I, HARSHITA BHOOSAN student of MBA 2nd sem of “School of
Management Sciences”, Varanasi, hereby declare That the project work
entitled as ‘A STUDY ON CUSTOMER PREFERENCE TOWARDS PURCHASE OF
MOBILE PHONE – A CASE STUDY OF OPPO VS REDMI’ is correct to the best of my
knowledge and the analysis is as per the norms and guidelines provided for the report . I have
utilized the requisite concepts and applied the required methodologies to analyze the data
collected to reach the conclusion present in the report

I claim the report to be my indigenous work and has not been published any where else .

Date:

Place: Varanasi Signature:

HARSHITA
BHOOSAN
MBA2311099

MBA 2nd SEM

 ACKNOWLEDGEMENT

A large number of individuals have contributed directly and indirectly in this

project. I am thankful to all of them for their help and encouragement.

MY sincere gratitude to Dr. Shishir Kumar Gujrati, Assistant Professor

And all the mba faculty for their support in completion of this project who has
through her vast experience and knowledge has been able to guide me, both ably
and successfully towards the completion of the project.
This journey of compiling the survey report has been nothing short of inspiring, filled with
moments of excitement and challenges. I would like to express my deepest thanks to
Director, Prof. P.N. Jha, and Coordinator: Dr. Amitabh Pandey of MBA for providing me the
valuable chance for doing the research purpose.
I express my sincere thanks to my parents & friends for their constant support and
suggestions to accomplish my goals.

Last but not the least I thank God for his love and grace that enabled me to
complete this project.

HARSHITA BHOOSAN
MBA2311099
 PERFACE

It’s a great privilege and satisfaction for me to place before the esteemed
faculty member, survey report on “A STUDY ON CUSTOMER PREFERENCE
TOWARDS PURCHASE OF MOBILE PHONE – A CASE STUDY OF OPPO VS REDMI’’

This project gives information that is people awareness and

responsiveness with Health insurance facility.

Every people have their own perception towards Health insurance facility.
This topic assigned to me was a challenging and hard to work really hard
to collect data. After analyzing those data, I have reached to the
conclusion, which has been clearly stated in the report.

Thanking you
HARSHITA BHOOSAN
MBA2311099
 Accredited ‘A’ Grade by NAAC

Approved by: AICTE Ministry of HRD, Govt. of INDIA

CERTIFICATE
It is Certified that this Field Survey Report entitled
“………………………………
…….…………….
…………………………………………………………………...
……………………………………………………………….” has been prepared
by
Mr. / Ms. ………………………………………………………………………of
the
MBA Semester-II during the Session 2023-24 under my supervision.

The Field Survey Report is up to the standard and I forward it to the Director,
School of Management Sciences, Varanasi for getting it evaluated as per the
Ordinances governing the MBA Course.

DATE:

(Signature)

(Name)
 CONTENTS

SR. CONTENTS Page No.

NO
1.
INTRODUCTION 7-10

2.
LITERATURE REVIEW 11-13

3.
OBJECTIVE OF THE STUDY 14-16

4.
RESEARCH METHEDOLOGY 17-19

5.
DATA ANALYSIS AND 20-84
INTERPRETATION
6.
FINDINGS 85-87

7.
CONCLUSION 88-89
8.
LIMITATIONS 90-91

9.
BIBLIOGRAPHY 92-94

10. ANNXURE
95-100
 INTRODUCTION

In the fast-paced world of technology, the mobile phone industry stands at the forefront of
innovation and consumer demand. With an array of choices available, consumers are often
faced with the challenging task of selecting the perfect mobile phone that aligns with their
preferences and needs. This study delves into the fascinating realm of consumer behavior,
focusing specifically on the preferences surrounding the purchase of mobile phones, through
a comparative analysis of two prominent brands: OPPO and REDMI.

As the market continues to evolve, understanding customer preferences becomes crucial for
companies seeking to tailor their products and marketing strategies effectively. The rivalry
between OPPO and REDMI provides an intriguing backdrop for examining how consumers
navigate their purchasing decisions amidst a sea of options. By conducting a detailed case
study, this research aims to uncover the underlying factors driving customer preferences
towards these brands, shedding light on the intricate dynamics of consumer behavior in the
mobile phone industry.

Through a comprehensive exploration of various dimensions such as design, features,

pricing, brand reputation, and customer service, this study seeks to unravel the distinct
appeal of OPPO and REDMI among consumers. By analyzing data collected from surveys,
interviews, and market research, we aim to offer valuable insights into the factors
influencing consumer choices in this competitive landscape.

Ultimately, this study aspires to contribute to the body of knowledge surrounding consumer
preferences in the mobile phone market, providing valuable insights for industry
practitioners, marketers, and researchers alike. By understanding the nuances of customer
behavior towards OPPO and REDMI, companies can refine their strategies to better cater to
the evolving needs and desires of their target audience, fostering stronger brand-consumer
relationships and driving sustainable growth in the competitive mobile phone market.
With the development and explosive expansion of e-commerce in recent years, the retail
industry has experienced a substantial upheaval. OPPO buying cellphones' accessibility and
ease have completely changed how people buy goods, particularly consumer electronics like
cellphones. Particularly in the mobile industry, OPPO sales have soared as customers
increasingly resort to digital platforms for their purchases. Traditional brick-and-mortar
retailers, however, continue to have a substantial presence and draw a sizable client base.
Retailers must be aware of the variables influencing consumer decisions to purchase
smartphones OPPO as opposed to REDMI in order to effectively meet the changing demands
and expectations of their target market.

Research Problem

There are significant concerns about customer preferences when it comes to purchasing
smartphones as a result of the decisions to choose between REDMI and OPPO shopping. While
REDMI retail outlets are still significant despite the steady growth of internet sales, this shows that
customers still value the in- person shopping experience.

This field study attempts to investigate and comprehend the variables that influence customer
preferences for OPPO vs REDMI mobile purchases.

This research aims to offer insights into the changing dynamics between OPPO and REDMI mobile
shopping by probing several areas including pricing, trust, product experience, convenience, and
customer service.
Significance of the study

Understanding consumer preferences in buying cellphones OPPO versus REDMI is of significant

importance to both OPPO and REDMI retailers. The findings of this field survey can provide valuable
insights to retailers, enabling them to optimize their strategies and offerings to meet the
expectations and needs of their target audience. OPPO retailers can gain insights into improving trust
and security measures, enhancing the OPPO shopping experience, and developing effective pricing
strategies. REDMI retailers can benefit from understanding the factors that attract customers to
physical stores, optimizing in-store experiences, and strengthening customer service. Additionally,
the study contributes to the existing body of knowledge on consumer behavior and retail dynamics
in the digital era.
 LITERATURE REVIEW

This dimension illuminates the scholars' opinions and research findings about the preference of
consumers for purchasing smartphones between OPPO and REDMI and how they make decisions.
The many aspects impacting purchase have been sought for analysis of customer behavior using data
from prior studies.

In a research they did in 2017, G Taneja and Neeraj Kr. examined how customers felt about mobile
service providers. The study's findings were used to determine which characteristics customers
believed to be most crucial when using a mobile service provider.

Amit Seth

(2017) created a model of service quality as part of his research on "Quality of service parameters in
cellular mobile communication" and generated a set of characteristics for comparative evaluation
that might offer regulators and service providers helpful guidance.

Chellappa and Sin

(2015) define personalization as the customization of products and the purchasing experience
according to individual consumers' personal information and preferences. The advent of advanced
information technologies has enabled OPPO vendors to offer various web-based personalization
options, enhancing customer retention and providing valuable customer insights. However, these
investments in OPPO personalization may be compromised if consumers avoid using these services
due to privacy concerns. Despite a lack of empirical evidence addressing this consumer dilemma, our
study develops a concise model that predicts consumers' usage of OPPO personalization by
considering the tradeoff between their value for personalization and their privacy concerns.
Additionally, we find that a consumer's intention to use personalization services is positively
influenced by their trust in the vendor

These findings suggest that:

A. OPPO vendors can enhance their acquisition and utilization of customer information through
trust-building initiatives;

B. it is crucial for vendors to understand and assess the diverse values consumers place on different
types of personalization to effectively cater to their needs.

Pantano and Priporas

(2016) describe the emerging retail culture as one that heavily relies on mobile
technologies, widespread connectivity, ubiquitous computing, and contactless technologies,
revolutionizing the shopping experience for consumers. Mobile technologies, in particular,
offer innovative tools in the form of apps that allow consumers to separate the act of
purchasing from the actual consumption. This means that consumers can make purchases
using their mobile phones and choose to either collect the items at a designated location
(such as a pick-up boutique or collection point) or have them delivered to their homes.

These options complement the traditional in-store service of buying and consuming within
the physical store. This paper aims to examine the impact of mobile technologies on
consumer behavior, with a specific focus on the factors that drive consumers to embrace the
mobile shopping experience.

The research employed a qualitative approach involving 29 consumers in the Indian market,
where mobile shopping is still in its early stages. The findings shed light on the extent to
which consumers are transitioning from e-channels to mobile channels and consider the
cognitive effects of thesetechnological innovations in retail environments, an area that has
received limited attention. The implications for researchers and practitioners are discussed,
emphasizing the need for retailers to develop new mobile service competences and
effectively integrate and leverage the capabilities of physical retail settings with mobile
opportunities and functionalities

In recent times, the Internet and technological advancements have had a profound impact
on consumer behavior, prompting changes in how people make purchases. As a result, a
growing number of channels have emerged, prompting consumers to modify their buying
habits. The concept of omni channel refers to retailers that operate both physical and digital
platforms, aiming to create a seamless user experience across all touchpoints. This study
focuses on examining the omni channel behavior of Indian consumers regarding mobile
phones. It investigates the channel preferences of mobile consumers, their inclination
towards omnichannel options during mobile purchases, and their brand preferences within
the omnichannel business landscape.

The findings of this research confirm a significant correlation between socioeconomic class
and consumer behavior in terms of information search, evaluation of alternatives, and
purchase decisions made through OPPO and REDMI sources. These results indicate the
omnichannel behavior exhibited by Indian consumers in the context of mobile products

Analyze the factors that influence customer preference specifically within the context
of purchasing Oppo and Redmi phones (Tan & Ng, 2019).
Explore how factors such as brand image, product innovation, camera quality,
performance, software experience, and value for money impact customer preferences
(Huang & Chen, 2020).

Introduce Oppo and Redmi, providing context on their respective parent companies,
market positions, and brand strategies (Chen & Liu, 2020).
Conduct a comparative analysis of Oppo and Redmi, discussing their product
portfolios, target demographics, pricing strategies, and distribution channels (Gupta,
2019).

Factors Influencing Customer Preference

 Analyze the factors that influence customer preference specifically within the
context of purchasing Oppo and Redmi phones.
 Explore how factors such as brand image, product innovation, camera quality,
performance, software experience, and value for money impact customer
preferences.

Methodological Approaches

 Discuss the methodologies employed in existing studies, including survey

methodologies, focus groups, and market analysis.
 Evaluate the strengths and limitations of these methodologies in capturing
insights into customer preferences for Oppo and Redmi phones.

Gaps in Existing Literature

 Identify any gaps or areas of insufficient research coverage within the

literature.
 Propose potential avenues for future research to address these gaps and
further enhance understanding of customer preferences in the Oppo versus
Redmi context.
 OBJECTIVES AND RESEARCH METHODOLOGY

Objectives

 To Analyze brand perception and reputation among consumers .

 To Investigate after sales service satisfaction and its impact on brand loyalty .
 To explore the influence of marketing strategies and brand loyalty on purchase
decision
 Research Methodology

 Research Design : Descriptive

 Target Population of Study : customers and peoples using smart phone
 Sampling Frame : Target to 100 respondents of patients, patients
responses are collected in the Hospitals
 Sample Unit : Individual Patients
 Sample Size : 100
 Data Collected Method : Through the Survey based
 Types of Data : Primary Data
 Data Collection Tools : Structured Questionnaires
 Statistical Technique Used : Data Analysis and Interpretation, Cross
Tabulation, Pivot Table, T-Test, Graph
 SCOPE OF THE STUDY

1- To Explore customer preferences:

Investigate factors influencing customer choices between OPPO and REDMI mobile phones.

2- To Analyze demographic factors:

Examine how age, gender, income level, and occupation influence purchasing decisions.

3-To Evaluate brand perception:

Investigate how brand reputation, loyalty, and trust impact customer preferences.

4-To Assess pricing strategies:

Compare the pricing models of OPPO and REDMI and their influence on consumer behavior.

5-To Examine product features:

Analyze the features, specifications, and innovations offered by both brands and their appeal
to customers.

6- To Investigate marketing strategies:

Explore the effectiveness of marketing campaigns, promotions, and advertising in

influencing purchasing decisions.

7- To Consider distribution channels:

Assess the availability and accessibility of OPPO and REDMI phones in different markets
and regions.

8- To Examine customer service:

Evaluate after-sales support, warranty policies, and customer satisfaction levels for both
brands.

9- To Explore user experience:

Investigate the usability, durability, and overall satisfaction levels of customers with OPPO
and REDMI phones.

10- To Consider emerging trends:

Identify any new technologies, market shifts, or consumer preferences shaping the mobile
phone industry.
 DATA ANALYSIS AND INTERPRETATION

Que. Which brand of shopping cellphone do you prefer?

Which brand of cellphone do you Number of persons

prefer

OPPO 50

REDMI 17
BOTH 58
TOTAL 125

Series 1
70

60

50

40

30

20

10

0
OPPO REDMI BOTH

Series 1

 50 out of 125 consumers says that they prefer to buy OPPO

 17 out of 125 persons surveyed prefer buying REDMI
 A sizable portion of people [ 58 out of 125] likes a mix of both OPPO and
REDMI
 There were 125 participants in the poll overall
 t- Test Two sample assuming unequal variances
Which method of
Gender shopping cellphone do
you prefer?
Mean 1.48 2.080645161
Variance 0.25 0.871492263
Observations 125.00 125
Hypothesized Mean Difference 0.00
df 189.00
t Stat -6.27
P(T<=t) one-tail 0.00
t Critical one-tail 1.65
P(T<=t) two-tail 0.00
t Critical two-tail 1.97

Above table shows p value is extremely small, that is less than significance
level 0.05. It indicates that there is significance difference in shopping methods
between Male & Female respondents.

Que. How satisfied are you with the after sales service provided by [oppo]
Satisfaction level of after sales service Number of peoples
provided by [oppo]
Very satisfied 10
Satisfied 58
Neutral 00
Dissatisfied 40
Very dissatisfied 17

70

60

50

40

30

20

10

0
very satisfied satisfied neutral dissatisfied very dissatisfied

Series 1