1.

1 Introduction

This paper focuses on consumers’ brand preference towards mobile

phones among youth in Thrissur corporation. In modern marketing world,

Brand equity is considered as an important asset of a company. Branding

strategy is of great importance in total marketing strategy and companies

must decide in advance whether to brand or not to brand. A product

without brand name lacks its identity in the market. Today, branding has

become inevitable and hardly anything goes unbranded. A brand is

essentially a seller’s promise to provide a specific set of features, benefits

and services to the buyers. A brand contains six ingredients namely

attributes, benefits, values, culture, personality and consumer's

characteristics. Traditionally brand was defined as: the name, associated

with one or more items in the product line, which is used to identify the

source of character of the item(s). A brand thus signals to the customer

the source of the product, and protects both the customer and the

producer from competitors who would attempt to provide products that

appear to be identical.

Consumer brand preference is an essential step to understand

consumer choice behaviour, and has therefore always received great

attention from marketers. Brand preferences reveal the type of attributes a

1
brand possesses, to strengthen its position and increase its market share.

Moreover, it forms a critical input in developing a company’s successful

brand strategy, and gives insight for product development. However, the

shift to experiential marketing broadens the role of the brand from a

bundle of attributes to experiences. Experiential marketing also considers

both, the rational and irrational assumptions of consumer behaviour. The

technological advancement helped increasing the similarities between the

brands attributes and product commoditisation. Consequently, consumers

cannot shape their preferences among brands using rational attributes

only. They seek the brand that creates experience; intrigue them in a

sensorial, emotional, and creative way. Companies’ competitiveness in

such market has, therefore become increasingly difficult. Their survival

requires building their competitive advantage by delivering memorable

experiences, which would influence consumers’ brand preferences, and

consequently stimulate consumers’ purchase decisions.

Brand preference reflects a desire to use a particular company's

products or services, even when there are equally priced and equally-

available alternatives. In fact, more often than not, brand preference

indicates a desire to seek out a specific product or service, even when it

requires paying more or expending more effort to obtain it. Brand

preference is important to companies because it provides an indicator of

2
their customers' loyalty, the success of their marketing tactics, and the

strength of their respective brands.

Invention of mobile phones have made life easier. Whether

locating a friend or following up with a new contact, mobile phones allow

you to connect to people in any part of the world. New mobile-phone

models are constantly engineered to meet the needs of consumers and

now have multifunctional tools that may be useful in everyday life.

The mobile phone has vastly evolved in looks, portability, features

and use since the bulky "car phone" of the 1980s. Then, they were wired

into cars and echoed the home phone in form and function. Today, they

are indispensable communications accessories worldwide. As mobile

phones became more popular, they began to cost less money, and more

people could afford them. The cost ranged from Rs500 to an amount

higher than Rs.1,00,000. Cell phones have become so cheap to own that

they have mostly replaced pay phones and phone booths except for urban

areas with many people.

In the 21st century, a new type of mobile phone, called

smartphones, have become popular. Now, more people are using

smartphones than the old kind of mobile phone, which are called feature

phones.

3
 A majority of new mobile phones from the 21st century are

smartphones. These phones are basically small computers. Besides

calling, they can be used for email, browsing the internet, playing music

and games, and many other functions that computers can perform.

Most smartphones run a common mobile operating system. This

allows developers to make mobile apps that work on many different

phones without needing to change the code. Examples of smartphones

include Apple's IPhone (which uses iOS software) and Samsung's Galaxy

series, one of many phones that use the Android platform made by

Google.

Mobiles are now every one's first choice gadget, either an elderly

person or a younger one. Every persons hand is equipped with latest

mobile models and everyone has its own reason to have this gadget in

their hands. Every day new models of mobiles come replacing the older

ones to lure the users. The interested users especially the young

generation is very fond of the latest features provided in new handsets. It

has made their tasks easier and faster.

There is no doubt that the mobile phones have made the life more

easy and comfortable. Everyone is in touch with their family members,

friends and other known. Mobile phones are comfortable way of

communication over a long distance. Also by the introduction of smart

4
phones everyone has access to everything around them. Life becomes so

easy and fast by holding the mobile phones.

1.2 Scope of the study

This study emphasis on consumers brand preference towards

mobile phones among youth in Thrissur corporation. The study helps to

analysis the competitions existing in the present mobile phone industry.

In this study we can identify how mobile phones are influencing the

people. It will able to give why youth use mobile phones, and also can

identify which is the popular brand and also service provider among the

youth. The scope of the study also covers the key factors which influence

the consumers how to select the mobile phones. Hence, this paper aims to

identify the brand preference of mobile phones among youth and factors

affecting their decision to purchase a particular brand.

1.3 Objectives of the study

•To study the major factors affecting consumer preference of mobile

phones

•To know the impact of advertisement on purchasing of mobile phones

• To know the factors which help in increasing the sale of mobile phones.

1.4 Research methodology

5
1.4.1 Research design

The present study is “DESCRIPTIVE” in nature as it is a fact

finding investigation. It seeks to discover ideas and insight to bring out

new relationship. The main objective of the study is to identify the

various factors which motivate customers for preferring a particular brand

and also seeing that whether the customers are satisfied or not. Data

collection is done through the structured questionnaire among youths in

Thrissur corporation. Here brand preference is the dependent variable and

the independent variable constitute price, quality, advertisement, features

of the mobile phone, etc

1.4.2 Sources of Data

Primary data:

Primary data is the first hand information which is directly collected from

the respondents through self structured Questionnaire.

Secondary data:

Secondary data includes information obtained from websites, journals,

books and articles which has already published or compiled for another

purpose of study.

1.4.3 Sampling technique

6
 The data from respondents was collected with the help of

convenience sampling technique. The sample was chosen from youth in

Thrissur corporation. Some of the techniques that are used to collect the

data for the study are mainly qualitative as no previous data on this topic

is available.

1.4.4 Sample size

A sample of 50 individuals was taken for the purpose of study and

analysis

1.4.5 Tools for analysis

● Percentage analysis

● Diagrams

● Table

1.4.6 Tools for presentations

The results of the study were presented in the form of tables, pie diagrams

and bar graphs

1.5 Limitation of the study

1. The scope of the project is limited to Thrissur Corporation. So it

cannot be generalised

7
2. Ideas of 50 respondents may not reflect the view of the whole

universe.

3. Conclusion was made on the opinion given by the respondents only

1.6 Scheme of the study

The project report contains five chapters. First chapter deals with the

introduction to the topic, scope of the study, objectives of the study,

research methodology, limitation of the study whereas the second chapter

provides the review of literature, it deals with various studies conducted

by the various researches regarding this topic. The third chapter deals

with the overview of cell phone industry. The fourth chapter includes the

analysis of the collected data using percentage method. Data are

represented in tables and charts. The fifth chapter includes the findings

arrived through this study and based on these findings certain suggestions

are made. And it also includes the conclusion regarding the whole

exercise of the project.

8
9
 REVIEW OF LITERATURE

Chowdhury & Rahman, (2013) 1studied the relationship between

demographic variables on the brand preference and identified the

attributes that affect the choice behaviour of mobile handsets as well as

why the young consumers give special emphasis to some particular

factors in the Chittagong metropolitan city young respondents emphasize

less importance on durability, price, others advice and opinion because of

their swift switching attitude. As a whole, Samsung is competing with

industry leader Nokia, Symphony, Sony Erricson and other brands grab a

share of the youth market.

Gopal & Anjali & Aakanksha, (2013) 2studied showed that in

today‟s market medium screen phone is quite popular, followed by large

screen phones while the only minority of buyers go for the small screen

models as evident from the survey conducted on consumers. As far as the

size and weight of handsets are considered, slim handsets are leading the

consumer market, followed by medium and as for the weight, light

weighted phones are more popular while heavy weighted are the least

1
M Chowdhury and M. T. Rahman, “Consumer Attitude Towards the Cell Phone; A Study on Young
Generations of Chittagong Metropolitan city, Bangladesh”, Asian Business Review, 3(5), 2013, 16-20.

2
P Gopal, Anjali and Aakanksha, “Mobile Marketing Research: A Study of
Brand Preference by VIT Student's”, International Journal of Advanced Research in Computer Science
and Software Engineering, 11, 2013, 1620-1623.

10
while medium weighted phones still hold a ground in the market as

observed from the study conducted.

Rijal, (2013) 3studied the criteria that student preferred on brand

while purchasing a mobile phone. In a study technical criteria and

economic criteria play a very important role to prefer brand and internet

and friends are the main two sources from where they get information

about the branded mobile phones.

Mesay Sata Shanka, (2013) 4conducted an empirical research

based on survey method. According to the study, a handset of reputed

brand, smart appearance, and with advanced value added features,

pleasure ability and usability; is the choice of young consumers; females

in gender-group, post-graduates in level of education group, students in

occupational group, urban residents in the geographical area group plays

most prominent role in buying decision of a mobile handset.

Nasr Azad ; Ozhan Karimi ; Maryam Safaei (2012) 5had

presented an empirical study to investigate the effects of different

marketing efforts on brand equity in mobile industry. The results show

that there is a positive and meaningful relationship between marketing

3
R. Rijial, “Brand preference on Mobile Purchase among the Students of
Roskilde University”, Bachelor of Business studies Project report, Roskilde University

4
M. Sata, “Factors Affecting Consumer Buying Behaviour of Mobile Phone”, Mediterranean Journal of
Social Science, 4 (12), 2013, 103-112

5
Azad, N., Karimi, O., & Safaei, M. (2012). An investigation on marketing mix efforts on brand equity:
An empirical investigation in mobile phone industry. Management Science Letters, 2(4), 1435-1440.

11
mix efforts and brand equity. In other words, more advertisements could

help better market exposure, which means customers will have more

awareness on market characteristics. Among all mixed efforts, guarantee

influences more on brand equity, which means consumers care more on

product services than other features. Finally, among different

characteristics of brand equity, product exclusiveness plays an important

role. In other words, people are interested in having exclusive product,

which is different from others.

Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett,

(2012) 6examine the nature of consumers' perceptions of the value they

derive from the everyday experiential consumption of mobile phones and

how mobile marketing (m-marketing) can potentially enhance these value

perceptions. The findings highlight ways to tailor m-marketing strategies

to complement consumers' perceptions of the value offered through their

mobile phones.

7
Singh, (2012) conducted a study to identify the customer

preferences towards various mobile phone handsets in Punjab. In order to

cope up with the research purpose, primary data was collected and

analyzed which showed that Price Consciousness, Multimedia options,

6
Andrews, L., Drennan, J. and Russell Bennett, R. (2012), "Linking perceived value of mobile marketing
with the experiential consumption of mobile phones", European Journal of Marketing, Vol. 46 No. 3/4,
pp. 357-386.

7
K. G. Singh, “Customer Preferences and Satisfaction towards Mobile Phone- The Case of Selected
District of Punjab”, Asian Journal of Research Marketing, 1(4), 2012, 16-31.

12
Features and Looks and Brand Image were the four factors significant in

influencing the purchase behaviour of mobile phones.

Liao, Yu-Jui, (2012) 8investigated the determinants in smart phone

purchases and identified the market segmentation of smart phone. The

result of the study shows that when buying a smart phone, a consumer

who considers that product design and integration of hardware and

software are important and that the convenience of transferring files or

media display are not important would choose Apple‟s iPhone.

Kaberi Bhattacharyya (2011) 9in his study “The Role of Media in

Influencing Customers’ Brand Choice: Some Observations” told that a

brand has arrived in the market, is alive and kicking or simply pulling on.

Similarly, generations of customers are made known that a brand has still

remained relevant in the changing context of time and space. Leveraging

on the charm of audio and video, brands engulf our senses and succeed in

becoming an intrinsic part of our lives. While the trust earned by them is

directly proportional to their attributes and functionalities, the buzz

created around the brands by the media helps them break the clutter of

competition and stay vibrant in the consumers’ minds. Creative juices

give birth to myriad themes, processes, colours and themes and familiar

8
Liao, Yu-Jui, (2012), Consumer Behaviour on Smartphone, Waseda University, Pp-6 to 18.

9
Kaberi Bhattacharyya (2011) “The Role of Media in Influencing Customers’ Brand Choice: Some
Observations”, Article -Global Media Journal – Indian Edition/ Summer Issue / June 2011

13
and not-so-familiar faces take them forward. Although advertisements

traditionally remain the sheet anchor, brands use other above-the-line and

below-the-line techniques to gain an edge or grab eyeballs. All these

definitely has fuelled consumerism and the responsibility for developing

the consumerist culture that have taken a vice like grip over our lives and

its catastrophic impact on the natural environment can be ascribed to a

large extent on the burgeoning media. But the irony is that it is the media

again which has declared these wrong-doings to the public and implicated

the corporate or the brands into the muddle. This has again thrust upon

these brands or their mentors to engage in clean or green activities that

would resuscitate their image wholeheartedly

Hande Kimiloglu, V. Aslihan Nasir, Süphan Nasir,,(2010),

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aims to discover consumer segments with different behavioral profiles

in the mobile phone market. Pragmatic consumers are found to give high

importance to the functional, physical and convenience-based attributes

of the product. The abstemious group also gives importance to

functionality along with design. While value-conscious consumers focus

strongly on price, the charismatic segment represents the want-it-all

group valuing many attributes such as technological superiority,

practicality, durability, functionality, and design. The study also includes

10
Kimiloglu, Hande; Nasir, V. Aslihan; Nasir, Süphan (2010) “Discovering behavioral segments in the
mobile phone market” Journal of Consumer Marketing, Volume 27, Number 5, 2010, pp. 401-413(13)

14
findings and discussions about the differences these clusters display in

terms of their involvement and loyalty styles.

OVERVIEW

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 The cell phone industry is the fastest growing sector in the larger

communications industry today. Right now, the Internet is one of the

industries attracting use by the largest numbers of people globally. The

cell phone industry is primarily engaged in the manufacturing of mobile

phones, including mobile phone handsets. As of now, the cell phone

industry is totally concentrated on moving forward technoligically. It is

one of the fastest moving industries in the world, growing alongside up-

and-coming technologies and innovations, building upon the progress of

"smartphones" and other phone feature and segments made in recent

years.

Global scenario

Currently, mobile phone and smart phone market are matured in

the developed world with an average of more than one device or

subscription per person. The growth of this market is from emerging

regions such as Asia-Pacific, Latin America, Eastern Europe, the Middle

East and Africa, where smart phone have witnessed proliferating with

regional players introducing low-cost products to obtain a competitive

edge. China and India are currently the top contributors to this market and

with the market still at the nascent stage; it is expected to witness

exponential growth in near future.

16
Indian scenario

Currently, mobile phone and smart phone market are matured in

the developed world with an average of more than one device or

subscription per person. A population of over 1 billion people and rising

disposable income levels (per capita income rose to ~Rs. 95000 or US$

1301 in 2019 from ~Rs. 73000 or US$ 1000 in 2015) make India one of

the most lucrative markets for smartphones. The market has recorded a

10-fold expansion from ~14.5 million shipments in 2011 to ~150 million

in 2020. In 2020, the Indian market declined by 4%, but still

outperformed markets such as North America, Latin America and Africa.

According to Counterpoint Research, smartphone shipments are

estimated to reach 173 million in 2021, a ~14% increase from the 2020

figure. Buoyed by an improved economic environment, the demand for

smartphones in 2021 will be driven by elevated consumer spending.

A few years ago, the market was dominated by Blackberry and

Nokia. But now, the Chinese brands, along with Samsung, have swarmed

the market with cheaper smartphones. Xiaomi holds the top position, with

28% shipment market share, followed by Samsung (18%), as of the

second quarter of 2021. A few of the notable Indian players include

Micromax and Intex, with Reliance soon launching its own android

smartphone.

17
Market Size

The Global Smartphone Market is expected to grow by 4% during

the forecast period (2022-2027). Factors such as increasing disposable

income, development of telecom infrastructure, the emergence of budget-

centric smartphones, and an increasing number of product launches are

contributing to the growth of the smartphone market in Asian countries.

•The smartphone industry has been steadily developing and growing,

both in terms of market size and models. Globally, by 2021, 40% of the

world's population is predicted to own a smartphone. According to

Ericsson, the number of smartphone subscriptions worldwide surpasses

six billion and is expected to grow by several hundred million in the next

few years further. China, India, and United States are the countries with

the highest number of smartphone users.

•The Covid-19 pandemic has severely disrupted the balance between

supply and demand in the smartphones market. Since China is the global

manufacturing center for most of these devices and components, and with

nationwide lockdown, the smartphone manufacturing sector has been

adversely hit by delayed shipments and weakened development of next-

generation products. Also, the country has witnessed being choked off

from suppliers, workers, and logistics networks. Moreover, consumer

18
demand for smartphones, especially of the premium segment, has

witnessed a decline due to the tendency of customers to cut down on

luxury spending and focus on essentials due to the pandemic.

•According to the Consumer Technology Sales and Forecast study, which

was conducted by the Consumer Technology Association (CTA), the

revenue generated by smartphones was valued at USD 77.5 billion in

2019, respectively. Due to the pandemic, CTA projected revenue to reach

USD 71 billion, a decline of 6% year-over-year. However, CTA projects

the smartphone industry to bounce back in 2021, generating over USD 78

billion in shipments.

•Xiaomi, which overtook Samsung to take a dominating spot in Indian

smartphone shipments in the recent past, claims to now have seven

manufacturing facilities in the country. Xiaomi India claims that 99% of

the phones that it sells in the country are locally built. The company has

also begun exporting devices to Bangladesh and Nepal, albeit in limited

quantities.

•The improvement in consumer outlook, sustained learning, and working

from home, along with pent-up demand from 2020, boosted the sales of

smartphones in 2021. In addition, consumers started spending on

discretionary items as the pandemic situation improved in many parts of

the world and markets opened. However, the global chip shortage may

19
affect the smartphone industry as the demand and supply equilibrium will

not meet and could increase the average selling price of smartphones

globally.

Mobile phone companies in India - Major players

• Samsung

• Apple

• Huawei

• Xiaomi

• Oppo

• Vivo

• Motorola

• Lenovo

• One plus

• Google Pixel

• LG Mobiles

• HTC

• Redmi

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Smart Phones – The new generation mobile phone

India is one of the most popular destinations for smartphone

companies with as many mobile users as the entire population of the

United States. The number of smartphone users in India was estimated to

increase to about 442 million in 2022.

India is the second largest market globally for smartphones after

China. About 134 million smartphones were sold across India in the year

2017. India ranked second in the average time spent on mobile web by

smartphone users across Asia Pacific. The combination of very high sales

volumes and the average smartphone consumer behaviour has made India

a very attractive market for foreign vendors.

The mobile phone market is constantly in a state of flux and has

become highly competitive with major international players facing strong

competition from the local players, thus creating difficulties for

manufacturers to retain their market shares. Chinese vendors are further

strengthening their positions in the smartphone category across India with

the collective share of China-based vendors reaching 53 percent in 2017

from 34 percent a year ago. The volume of India's smartphone shipments

was close to 140 million in 2018.

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 The market value of domestically manufactured smartphones in

India was around 490 billion U.S. dollars in fiscal year 2016. This might

have contributed to the reduction of the average selling price of

smartphones in India. The smartphone market across the south Asian

country is likely to prosper in the future. With the foundation of

trailblazing technology, stunning features and designs, the new evolved

smartphones will presumably catch the eye of the burgeoning middle

class. As smartphones continue to become an integral part of everyday

life, flag-ship products from domestic as well as foreign manufacturers in

the mid-tier range, packed with powerful features for a reasonable price

are expected to make a huge impact in the coming years.

Major mobile phone brands

Samsung

Samsung is a South Korean multinational conglomerate

headquartered in Samsung Town, Seoul. It comprises numerous affiliated

businesses, most of them united under the Samsung brand, and is the

largest South Korean chaebol (business conglomerate).

Samsung was founded by Lee Byung-chul in 1938 as a trading

company. Over the next three decades, the group diversified into areas

including food processing, textiles, insurance, securities, and retail.

Samsung entered the electronics industry in the late 1960s and the

22
construction and shipbuilding industries in the mid-1970s; these areas

would drive its subsequent growth. Following Lee's death in 1987,

Samsung was separated into four business groups – Samsung Group,

Shinsegae Group, CJ Group and Hansol Group. Since 1990, Samsung has

increasingly globalised its activities and electronics; in particular, its

mobile phones and semiconductors have become its most important

source of income. As of 2017, Samsung has the 6th highest global brand

value

Xiaomi

Xiaomi Corporation is a Chinese electronics company founded by

Lei Jun in 2010 and headquartered in Beijing. Xiaomi makes and invests

in smartphones, mobile apps, laptops, bags, trimmers, earphones, MI

Television, Shoes, fitness bands, and many other products. Ranked 468th,

Xiaomi is the youngest company on Fortune Global 500 List for 2019.

Xiaomi released its first smartphone in August 2011 and rapidly

gained market share in China to become the country's largest smartphone

company in 2014. At the start of second quarter of 2018, Xiaomi was the

world's fourth-largest smartphone manufacturer, leading in both the

largest market, China, and the second-largest market, India. Xiaomi later

developed a wider range of consumer electronics, including a smart home

(IoT) device ecosystem.

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 Xiaomi has 15,000 employees in China, India, Malaysia, Singapore

and is expanding to other countries including Indonesia, the Philippines,

and South Africa. According to Forbes magazine, Lei Jun, the founder

and CEO, has an estimated net worth of US$12.5 billion. He is China's

11th richest person and 118th in the world. Xiaomi is the world's 4th

most valuable technology start-up after receiving US$1.1 billion funding

from investors, making Xiaomi's valuation more than US$46 billion.

Lenovo

Founded in Beijing in 1984, Lenovo acquired IBM's PC business

in 2005, and first became the world's top PC maker in 2013. It entered the

Android and Windows tablet market in 2011, began selling Android

smartphones in 2012, and acquired Motorola Mobility from Google in

2014. The company has also launched an online-only sub brand for

smartphones called Zuk in China.

Motorola

Motorola, Inc. was an American multinational telecommunications

company founded on September 25, 1928, based in Schaumburg, Illinois.

After having lost $4.3 billion from 2007 to 2009, the company was

divided into two independent public companies, Motorola Mobility and

Motorola Solutions on January 4, 2011. Motorola Solutions is generally

considered to be the direct successor to Motorola, as the reorganization

24
was structured with Motorola Mobility being spun off. Motorola Mobility

was sold to Google in 2012, and acquired by Lenovo in 2014.

Motorola's wireless telephone handset division was a pioneer in

cellular telephones. Also known as the Personal Communication Sector

(PCS) prior to 2004, it pioneered the "mobile phone" with DynaTAC,

"flip phone" with the MicroTAC, as well as the "clam phone" with the

StarTAC in the mid-1990s. It had staged a resurgence by the mid-2000s

with the Razr, but lost market share in the second half of that decade.

Later it focused on smartphones using Google's open-source Android

mobile operating system. The first phone to use the newest version of

Google's open source OS, Android 2.0, was released on November 2,

2009 as the Motorola Droid (the GSM version launched a month later, in

Europe, as the Motorola Milestone).

The handset division (along with cable set-top boxes and cable

modems divisions, which would later be sold to Arris Group) was later

spun off into the independent Motorola Mobility. On May 22, 2012,

Google CEO Larry Page announced that Google had closed on its deal to

acquire Motorola Mobility. On January 29, 2014, Page announced that,

pending closure of the deal, Motorola Mobility would be acquired by

Chinese technology company Lenovo for US$2.91 billion (subject to

25
certain adjustments). On October 30, 2014, Lenovo finalized its purchase

of Motorola Mobility from Google.

Iphone

The iPhone is a line of smartphones designed and marketed by

Apple Inc. All generations of the iPhone use Apple's iOS mobile

operating system software. The first generation iPhone was released on

June 29, 2007, and multiple new hardware iterations with new iOS

releases have been released since.

The user interface is built around the device's multi-touch screen,

including a virtual keyboard. The iPhone has Wi-Fi and can connect to

cellular networks. An iPhone can take photos, play music, send and

receive email, browse the web, send and receive text messages, record

notes, perform mathematical calculations, and receive visual voicemail.

Shooting video also became a standard feature with the iPhone 3GS.

Other functionality, such as video games, reference works, and social

networking, can be enabled by downloading mobile apps. As of January

2017, Apple's App Store contained more than 2.2 million applications

available for the iPhone.

The first-generation iPhone was described as "revolutionary" and a

"game-changer" for the mobile phone industry. Subsequent iterations of

the iPhone have also garnered praise. The iPhone is one of the most

26
widely used smartphones in the world, and its success has been credited

with helping Apple become one of the world's most valuable publicly

traded companies.

As of November 1, 2018, a total of more than 2.2 billion iPhones had

been sold.

Oppo

Guangdong OPPO Mobile Telecommunications Corp., Ltd,

commonly referred to as OPPO, is a Chinese consumer electronics and

mobile communications company headquartered in Dongguan,

Guangdong, in China, and known for its smartphones, Blu-ray players

and other electronic devices. A leading manufacturer of smartphones,

OPPO was the top smartphone brand in China in 2019 and was ranked

No. 5 worldwide. It is a subsidiary of BBK Electronics.

Vivo

Vivo Electronics Corp. is a phone brand based in Dongguan,

Guangdong, China. It was founded in 2009. The company is another

Chinese smartphone maker to enter India recently. It makes low-cost

Android phones, and those in the mid-range segment of the market. All of

these are available in India too.

27
Nokia

Nokia Corporation (natively Nokia Oyj, referred to as Nokia;

Finnish is a Finnish multinational telecommunications, information

technology, and consumer electronics company, founded in 1865. Nokia's

headquarters are in Espoo, in the greater Helsinki metropolitan area. In

2018, Nokia employed approximately 103,000 people across over 100

countries, did business in more than 130 countries, and reported annual

revenues of around €23 billion. Nokia is a public limited company listed

on the Helsinki Stock Exchange and New York Stock Exchange. It is the

world's 415thlargest company measured by 2016 revenues according to

the Fortune Global 500, having peaked at 85th place in 2009.

28
 DATA ANALYSIS AND INTEPRETATION

4.1 AGE WISE DISTRIBUTION

Age No. of respondents Percentage (%)

15-20 16 32
20-25 24 48
25-30 8 16
30-35 2 4
Total 50 100
Table 4.1 Shows age wise distribution

(source: primary data)

Figure 4.1 Shows age wise distribution

15-20 20-25 25-30 30-35

4%

16%

32%

48%

INTERPRETATION: Most of the respondents are of the age group 20-

25 i.e., 48% and least respondents are of the age group 30-35 i.e., 4%

29
4.2 GENDER CLASSIFICATION

Table 4.2 Shows gender classification

Gender No. of respondents Percentage (%)
Male 30 60
Female 20 40
Total 50 100
(source: primary data)

Figure 4. 2 Shows gender classification

Male Female

40%

60%

INTERPRETATION: 40% of the respondents are female and 60% of

the respondents are male.

30
4.3 INFLUENCE OF MOBILE ADVERTISING AMONG YOUTH

Table 4.3 Shows influence of mobile advertising among youth.

Response No. of respondents Percentage (%)
Highly influenced 38 76
Moderately influenced 8 16
Not influenced 4 8
Total 50 100
(source: primary data)

Figure 4. 3 Shows number of mobile phone users

80 76

70

60

50

40

30

20 16

10 8

0
Highly influenced Moderately influenced Not influenced

INTERPRETATION: 76 % of the respondents are highly influenced of

mobile advertising, 16 % are moderately influenced and 4 % are not

influenced.

31
4.4 BRAND PREFERENCE OF CONSUMERS

Table 4.4 Shows brand preference of consumers

Brand No. of respondents Percentage (%)
Nokia 1 2
Samsung 10 20
Motorola 4 8
Vivo 6 12
Oppo 7 14
One plus 5 10
Apple 9 18
Others 8 16
Total 50 100
(source: primary data)

Figure 4. 4 Shows brand preference of consumers

25

20
20
18

16
15 14

12

10
10
8

0
Nokia Samsung Motorola Vivo Oppo One plus Apple Others

INTERPRETATION: Most of the users are using Samsung mobile

phones (20%) and the least users are for Nokia (2%). Others include

brands like Xiaomi, Honor, Redmi etc.

32
4.5 USAGE PERIOD OF THE MOBILE PHONE

Table 4.5 Shows how long consumers have been using mobile phones
Time period No. of respondents Percentage (%)
Less than 1 year 10 20
1-2 years 12 24
2-4 years 23 46
Above 4 years 5 10
Total 50 100
(source: primary data)

Figure 4. 5 Shows how long consumers have been using mobile phones
Less than 1 year 1-2 years 2-4 years Above 4 years

10%
20%

24%
46%

INTERPRETATION: 46% of the users have been using their mobile

phones for 2 – 4 years while only 10% of the users have been using the

mobile phones for more than 4 years.

33
4.6 PRICE RANGE OF MOBILE PHONES

Table 4.6 Shows price range of consumer’s mobile phone

Price range No. of respondents Percentage (%)
Below 25000 17 34
25000-50000 20 40
50000-80000 9 18
Above 80000 4 8
Total 50 100
(source: primary data)

Figure 4. 6 Shows price range of consumer’s mobile phone

40

35

30

25
40
20 34

15

18
10

8
5

0
Below 25000 25000-50000 50000-80000 Above 80000

INTERPRETATION: Price range of most of the respondents are

between Rs 25000-50000 and least of the respondents are above Rs

80000.

34
4.7 AGE WHEN THE USER FIRST OWNED A MOBILE
PHONE
Table 4.7 Shows the age when user first owned a mobile phone
Age No. of respondents Percentage (%)
Below 15 18 36
15-20 30 60
20-30 2 4
Above 30 0 0
Total 50 100
(source: primary data)

Figure 4.7 Shows the age when user first owned a mobile phone
70

60
60

50

40
36

30

20

10
4
0
0
Below 15 15-20 20-30 Above 30

INTERPRETATION: Most of the respondents owned their first mobile

phone in the age group 15-20 (60%) and none owned their first mobile

phone above the age 30 (0%).

35
4.8 FOR WHAT PURPOSE YOU USE MOBILE PHONES

Table 4.8 Shows the most preferred purpose of mobile phones

Purpose No of responses Percentage (%)
Call 13 26
Internet 18 36
Songs and multimedia 7 14
Camera 10 20
Memory 2 4
Total 50 100
(source: primary data)

Figure 4.8 Shows the most preferred purpose of mobile phones

40

35

30

25

20 36

15 26
20
10
14

5
4

0
Call Internet Songs and multimedia Camera Memory

INTERPRETATION : Internet scored 36% i.e., most of the

respondents’ main purpose for using mobile phones is to avail internet

service and least respondents’ most preferred purpose is memory i.e., 4%

36
4.9 MOTIVATION FOR PURCHASE

Table 4.9 Shows the factor motivated the user for purchase
Factors No. of respondents Percentage (%)
Advertisement 4 8
Referred by Family/ 24 48
friends
Own choice 21 42
Referred by sales 1 2
person
Total 50 100
(source: primary data)

Figure 4. 9 Shows the factor motivated the user for purchase

60

50 48

42
40

30

20

10 8

2
0
Advertisement Referred by friends/family Own choice Referred by sales person

INTERPRETATION: Most of the respondents purchased mobile

phones referred by family/friends (48%) followed by own choice (42%).

Only 2% respondents were influenced by reference from sales person.

37
4.10 MOBILE PHONE ADVERTISEMENT

Table 4.10 Shows source of mobile phone advertisement

Source No. of respondents Percentage (%)
Television 18 36
Magazine and 4 8
newspaper
Online 28 56
Total 50 100
(source: primary data)

Figure 4.10 Shows source of mobile phone advertisement

Television Magazine and newspaper Online

36%

56%

8%

INTERPRETATION: 56% of the respondents get to know about the

product through online medium and 36% of the respondents through

television. Only 8% of the respondents were informed through newspaper

and magazine.

38
4.11 FACTOR INFLUENCING CHOICE OF PURCHASE

Table 4.11 Shows factors influencing the choice of mobile phones

Factors No. of respondents Percentage (%)
Brand 5 10
Appearance 4 8
Price 17 34
Features 13 26
Social status 11 22
Total 50 100
(source: primary data)

Figure 4. 11 Shows factors influencing the choice of mobile phones

Brand name Appearance Price Features social status

10%

22%
8%

26% 34%

INTERPRETATION: Most of the respondents chose their mobile

phones according to the price i.e., 34% and least chose their mobile

phones because of its appearance.

39
4.12 FREQUENCY OF CHANGING MOBILE PHONES

Table 4.12 Shows frequency of changing mobile phones

Time period No. of respondents Percentage (%)
Less than 1 year 14 28
Between 1 - 3 years 26 52
Between 3 – 5 years 9 18
Above 5 years 1 2
Total 50 100
(source: primary data)

Figure 4. 12 Shows frequency of changing mobile phones

Less than 1 year Between 1 - 3 years Between 3 – 5 years Above 5 years

2%

18%
28%

52%

INTERPRETATION: 52% of the respondents change their mobile

phones within 1-3 years of usage and only 2% of respondents change

their mobile phones after 5 years of usage.

40
4.13 FACTORS TRIGGERING NEW PURCHASE

Table 4.13 Shows factors triggering the purchase of a new mobile phone
Factors No. of respondents Percentage (%)
Advertisements and 4 8
sales promotion(offers
etc)
Change in trend 13 26
Actual need 28 56
No reason 5 10
Total 50 100
(source: primary data)

Figure 4. 13 Shows factors triggering the purchase of a new mobile

phone
60
56

50

40

30
26

20

10
10 8

0
Advertisements and sales Change in trend Actual need No reason
promotion(offers etc)

INTERPRETATION: The highest factor influencing respondents to

purchase new phone is the actual need of the device (56%) and the least

factor that triggers respondents are advertisements and sales promotion

( 8%).

41
4.14 REPURCHASE OF SAME BRAND

Table 4.14 Shows tendency to repurchase same brand

Response No. of respondents Percentage (%)
Yes 29 58
No 21 42
Total 50 100
(source: primary data)

Figure 4. 14 Shows tendency to repurchase same brand

Yes No

42%

58%

INTERPRETATION: Most respondents (58%) prefer repurchasing the

mobile phones of same brand while other respondents (42%) prefer

repurchasing mobile phones of other brand

42
4.15 INFLUENCE OF PRICE IN PURCHASE DECISION

Table 4.15 Shows influence of price in purchase decision

Responses No. of respondents Percentage (%)
Agree 40 80
Neutral 6 12
Disagree 4 8
Total 50 100
(source: primary data)

Table 4.15 Shows influence of price in purchase decision

Agree Neutral Disagree

8%

12%

80%

INTERPRETATION: 80% agreed with the view that the purchase

decision is effected by the price, 12% have neutral opinion and 8.%

disagreed.

43
4.16 RELATIONSHIP BETWEEN QUALITY AND PRICE

Table 4.16 Shows users’ idea about relationship between quality and
price
Response No. of respondents Percentage (%)
Agree 18 36
Neutral 21 42
Disagree 11 22
Total 50 100
(source: primary data)

Figure 4. 16 Shows users’ idea about relationship between quality and

price

Dis-
agree
22%
Agree
36%

Neu
tral
42%

INTERPRETATION: Most of the respondents i.e., 42% are neutral

about their view about relationship between quality and price of mobile

phones and 22% of the respondents y disagree with this view.

44
4.17 PREFERRED QUALITY OF MOBILE PHONES

Table 4.17 Shows preferred quality of the mobile phone

Quality No. of respondents Percentage (%)
Camera 16 32
Battery Life 6 12
Storage 5 10
Convenience to use 23 46
Total 50 100
(source: primary data)

Figure 4. 17 Shows preferred quality of the mobile phone

50

45

40

35

30

25 46

20 32
15

10 12 10
5

0
Camera Battery Life Storage Convenience to use

INTERPRETATION: 46% of the respondents’ preferred the quality is

the convenience to use their mobile phones and only 10% of respondents,

preferred quality is the storage

45
4.18 ‘LOOK AND FEEL’ OF MOBILE PHONE

Table 4.18 Shows preference towards look and feel of mobile phone
Factors No of respondents Percentage (%)
Screen size 12 24
Security system 10 20
Colour of the phone 8 16
Weight 11 22
Shape(slim) 9 18
Total 50 100
(source: primary data)

Figure 4. 18 Shows preference towards look and feel of mobile phone

Shape(slim
) Screen
18% size
24%

Weight
22%
Security
system
20%

Colour of the phone

16%

INTERPRETATION: Screen size is the highest preferred ‘look and

feel’ of mobile phones by respondents with percentage 24% and Shape

(slim) is the lowest preferred factor with percentage 18%.

46
4.19 AFTER SALE SERVIVE

Table 4.19 Shows availability of after sale service

Response No. of respondents Percentage (%)
Yes 39 78
No 11 22
Total 50 100
(source: primary data)

Figure 4. 19 Shows availability of after sale service

Yes No

22%

78%

INTERPRETATION; Most of the respondents receive after sale service

from their respective brand of mobile phones (78%) and the remaining

respondents are not receiving (22%).

47
4.20 PURCHASE THROUGH ONLINE STORES

Table 4.20 Shows preference to purchase mobile from online stores

Response No of respondents Percentage (%)
Strongly preferred 24 48
Equally preferred 16 32
Not preferred 10 20
total 50 100
(source: primary data)

Figure 4. 20 Shows preference to purchase mobile from online stores

Strongly preferred Equally preferred Not preferred

20%

48%

32%

INTERPRETATION: 48% of the respondents strongly prefer

purchasing mobile phones through online stores,32% of the respondents

equally prefer purchasing through online store and 10% do not prefer

purchasing through online stores.

48
4.21 SATISFACTION LEVEL

Table 4.21 Shows satisfaction level of respondents

Satisfaction No. of respondents Percentage (%)
Satisfied 38 76
Neutral 8 16
Dissatisfied 4 8
Total 50 100
(source: primary data)

Figure 4. 21 Shows satisfaction level of respondents

Satisfied Neutral Dissatisfied

8%

16%

76%

INTERPRETATION: 76% of the respondents are satisfied with their

mobile phones, 16% have neutral opinion and 8% are dissatisfied with

their mobile phones.

49
5.1 FINDINGS

1) Most of the respondents are of the age group 20-25 and least

respondents are of the age group 30-35.

2) Most of the users are using Samsung mobile phones and the least

users are for Nokia. Others include brands like Xiaomi, Honor, Redmi

etc.

3) Majority of respondents are highly influenced on mobile advertising

and least of the respondents are not influenced.

4) Majority of the users have been using their mobile phones for 2 – 4

years.

5) Price range of most of the respondents mobile phone is between Rs

25000-50000

6) Most of the respondents owned their first mobile phone in the age

group 15-20 and none owned their first mobile phone above the age

30.

7) Most of the respondents purchased mobile phones referred by

family/friends, followed by own choice. Only least respondents were

influenced by reference from sales person.

50
8) Majority of the respondents get to know about the product through

online medium and least of the respondents were informed through

newspaper and magazine.

9) Most of the respondents chose their mobile phones considering the

price of phones and least chose their mobile phones considering only

the brand name.

10) Majority of the respondents change their mobile phones within 1-3

years of usage and least of respondents change their mobile phones

after 5 years of usage.

11) The highest factor influencing respondents to purchase new phone

is the actual need of the device and the least factor that triggers

respondents are advertisements and sales promotion.

12) Most respondents prefer repurchasing the mobile phones of same

brand while other respondents prefer repurchasing mobile phones of

other brand.

13) Majority of the respondents agreed upon the influence of price

while purchasing the mobile phone.

14) Majority of the respondents’ preferred the quality is the

convenience to use their mobile phones and least of the respondents,

preferred quality is the storage.

51
15) Screen size is the highest preferred ‘look and feel’ of mobile

phones by respondents and colour of the phone is the lowest preferred

factor.

16) Most of the respondents receive after sale service from their

respective brand of mobile phones and the remaining respondents are

not receiving. Majority of the respondents strongly prefer purchasing

mobile phones through online stores, 32% of the respondents equally

prefer purchasing through online store and 10% do not prefer

purchasing through online stores.

17) Majority of the respondents are satisfied with their mobile phones,

some have neutral opinion and least are dissatisfied with their mobile

phones.

52
5.2 SUGGESTIONS

1.Most of the respondents are using mobile phones of price range 25000-

50000 and their decision is highly influenced by price. Therefore

companies who focus on maximising sales must provide maximum

features at this given price range

2.Features especially call and internet speed and qualities such as camera

and convenience to use are certain criteria for purchasing a mobile phone.

So it is important to manufacture mobile phones to fit into the needs of

the consumers.

3.Needs of the consumers change over a period of time as they tend to

change their device within 1 to 5 years of usage. Therefore by giving

sufficient advertisements especially online advertisement and providing

new features manufacturers can attract new customers and retain old

customers.

4. Importance must be given for after sales service by manufacturers to

retain customers.

53
5.3 CONCLUSION

The study ‘consumers’ brand preference towards mobile phones

among youth in Thrissur corporation explains the preference of mobile

phone brands and factors affecting the consumers’ preference. Smart

phone industry has been rapidly growing in the past few years. User

preference has shifted from using mobile phone merely as a means of

communication to using it as a storage device, getting connected to social

media and conducting business through mobile phones and making lot of

money. Therefore in order to be relevant players in the market,

manufacturers must constantly introduce new technology to attract

customers and effective advertisement to reach to potential users.

There are several brands of mobile phones in the market that offers

variety of attributes at different price ranges for the people. From the

study it’s very visible that youth are more inclined towards the brand with

new technologies and new attributes. Also price is an important factor for

selecting the brand. The average usage of mobile phones are 1- 5 years

and its features play an important role in purchase decision of a mobile

phone user. Most of the users are satisfied with the brand they use and

intend to purchase the same brand in future.

54
 Therefore from the study we can conclude that consumers are

influenced by various factors before deciding a purchase. These factors

include its price, features, durability and the name of the brand. Also

advertisements play a noticeable role in influencing the decision of the

consumer. By making consumers aware about the product in the market,

one can increase the demand and sale of the product. Most of the

consumers are satisfied with the brand they use and intends to purchase

the same brand in future.

55
 BIBLIOGRAPHY

Books and Journals

1.Klemens Guy,2010 “The cellphone : the history and technology of the

gadget that changed the world”; McFarland & Company, Inc.,

Publishers.

2. Assa Doron and Robin Jeffrey, 2013 “The Great Indian Phone Book:

How the Cheap Cell Phone Changes Business, Politics and Daily Life”;

Harvard University Press.

3.Indian Journal of Marketing

4. Journal of Euro Marketing

Websites:

1. https://www.91mobiles.com/top-10-mobiles-in-india (accessed on

Feb 28,2022)

2. https://www.ibef.org/blogs/indian-smartphone-market-to-reach-a-

record-173-million-units-in-2021 (accessed on March 2, 2022)

3. https://www.statista.com/statistics/1096550/india-smartphone-

brands-upgrade-share-by-company/ ( accessed on March 5, 2022)

56