A RESEARCH REPORT

ON
STUDENTS BRAND PREFERENCE BETWEEN APPLE AND
SAMSUNG SMART PHONE

Submitted In Partial Fulfillment of the Requirement for the

Award Of

MASTER OF BUSINESS ADMINISTRATION

(Batch 2014-16)
Under the Supervision of
Research Coordinator:
Research By:

Mr. ASHOK KUMAR

DEEPAK KUMAR TIWAR

Roll No. 1456870056

SETH SRINIVAS AGARWAL INSTITUTION OF

MANAGEMENT
NARAMAU KANPUR(NAGAR)

DECLARATION
DEEPAK KUMAR TIWARI student of MBA from SETH SRINIVAS AGARVAL
ISTITUTION OF MANAGEMENT,do hereby declare that the research report STUDENTS

BRAND PREFERENCE BETWEEN APPLE AND SAMSUNG SMART

PHONE is done by me and only submitted for fulfillment of my MBA programs.
The information, facts and finding of this research report are based on my indigenous work and
are original in nature.
This information is used for academic purpose only.

( DEEPAK KUMAR TIWARI)

MBA (2014-16)
Roll No.1456870056
Place.
Date: .

ACKNOWLEDGEMENT
Success of my research depends upon two factors internal and external factors which include
cooperation and support of potential students who have patiently have answered the
questionnaire and had given a good response.
Good guidance and cooperation from other are such external factors, which affects the
percentage of success. Though in completing this research I tried my level best but it was not
possible without the proper guidance of my faculty guide.
It is indeed a great moment of pleasure to express my sense of profound gratitude &I indebtness
to all the people who have been instrumental in making my research a rich experience at
RESEARCH REPORT. The research is the important part of our study and gives us a practical
exposure to the corporate world and it almost impossible to do the same without the guidance of
people in and around us .I am highly indebted toMr. ASHOK KUMAR SIR.
I am also thankful to all my family members, who gave me support in all situations lastly, I
would like to express my gratitude to all my friends for their support.
Thanking you
DEEPAK KUMAR TIWARI
(1456870056)
( SETH SRINIVAS AGARVAL ISTITUTION OF MANAGEMENT)
NARAMAU KANPUR NAGAR

PREFACE
The behaviour of consumers toward smartphone is increasinglyas a focus of
marketingresearch. In particular, behaviour in smartphone industry, from adoption
motivation to post-usage behaviour it has become a major focus of research in the field
ofmarketing, especially within consumer behaviour. The results of the research confirm
that regulatory focus has an influence on consumer behaviour towards smartphone
purchase decision by affecting their perception, motivation and lifestyle. As, India is one of
the fastest growing economies in the world, the smartphone industry in India is growing very fast
and for consumers in market smartphone has become essential parts of personal and business life.
There is a continuous increase in disposable income; there has been a major shift in the attitude
and aspirations of the consumers. This research is to analyse the external and internal factors
which are influencing in a consumer in purchasing a smartphone. The research also focuses on
consumer attitude for smartphone and influence of brand on consumers in buying decisions.
The recent growth of smartphone usage is an observable fact that crosses all age and gender
boundaries. Hence, this research explores through quantitative analysis some of the key factors

OBJECTIVES OF THE STUDY

The research objectives for this study are as follows:
1.To identify to what extent evaluation of outcomes and beliefs affect consumers attitudes
andintention to purchase in the smartphone market in India.
2.To develop a framework on the effects of external influence and internal influence whichaffect
self-concept and life style of the consumer which result in purchasing decision makingprocess.
3.To analyze what are the factors which influence and eventually motivate the customer to
buysmartphone in Indian market.
4.To analyse the theoretical implication of brand of smartphone in Indian market and what arethe
effect on purchase decision making process.