Escolar Documentos
Profissional Documentos
Cultura Documentos
Project Report
On
CONSUMER BEHAVIOR
TOWARDS
SMARTPHONES IN INDIAN MARKET
(EMPHASIS ON iPhone & Android Phones)
Submitted to the University of Rajasthan, Jaipur
For the degree of
Bachelor of Business Administration
Supervised by:
Submitted by:
Dr.Shikha Bakshi
Rishabh Koolwal
Department of BBA
BBA Part II
CERTIFICATE
for
the
degree
of
Bachelor
of
Business
Administration (BBA).
He has worked under my guidance to the best of my knowledge
and belief.
submitted
any
other
institute/organization
for
any
degree/diploma program.
Date:
Mrs. Shikha Bakshi
Pr
oject Supervisor
ACKNOWLEDGEMENT
DECLARATION
I hereby declare that project report entitled
CONSUMER PERCEPTION
TOWARDS
SMARTPHONES IN INDIAN MARKET
is a bonafide record of work done by me during the project
work and that it has not previously formed the basis for the
award to me for any degree/diploma, associate ship, fellowship
or other similar title of any other institute/society
Date:
Rishabh Koolwal
BBA Part II
CHAPTER NO.
CHAPTER NAME
PAGE
Introduction
6-29
Company
Profile
30-51
Research
Methodology
52-58
Data Analysis
59-73
Conclusion
74-77
Annexure
78-82
CHAPTER 1
INTRODUCTION
Festive season
Birthday
Anniversary
Marriage or other special occasions
There are in fact several factors which influence buying
decision of a consumer ranging from psychological, social,
economic and so on.
The study of consumer behavior explains as to:
Why and why not a consumer buys a product?
When a consumer buys a product?
How a consumer buys a product?
During Christmas, the buying tendencies of consumers increase
as compared to other months. In the same way during
Valentines week, individuals are often seen purchasing gifts for
their partners. Fluctuations in the financial markets and
recession decrease the buying capacity of individuals.
In a laymans language consumer behavior deals with the
buying behavior of individuals.
The main catalyst which triggers the buying decision of an
individual is need for a particular product/service. Consumers
purchase products and services as and when need arises.
According to Belch and Belch, whenever need arises; a
consumer searches for several information which would help
him in his purchase.
Following are the sources of information:
Personal Sources
Commercial Sources
Public Sources
13
Personal Experience
Perception also plays an important role in influencing the
buying decision of consumers.
Buying decisions of consumers also depend on the following
factors:
Messages, advertisements, promotional materials,
consumer goes through also called selective exposure.
to
how
an
individual
FACTORS
INFLUENCING
CONSUMER BEHAVIOR
There are 4 main types of factors influencing consumer
behavior: cultural factors, social factors, personal factors and
psychological factors.
14
I. Cultural factors
Cultural factors are coming from the different components
related to culture or cultural environment from which the
consumer belongs.
Culture and societal environment:
Culture is crucial when it comes to understanding the needs
and behaviors of an individual.
Throughout his existence, an individual will be influenced by his
family, his friends, his cultural environment or society that will
teach him values, preferences as well as common behaviors
to their own culture.
For a brand, it is important to understand and take into account
the cultural factors inherent to each market or to each situation
in order to adapt its product and its marketing strategy. As
these will play a role in the perception, habits, behavior or
expectations of consumers.
While if a Japanese offer you a gift, the courtesy is to offer him
an equivalent gift in return.
McDonalds is a brilliant example of adaptation to the
specificities of each culture and each market. Well aware of the
importance to have an offer with specific products to meet the
needs and tastes of consumers from different cultures, the fastfood giant has for example: a McBaguette in France (with
French baguette and Dijon mustard), a Chicken Maharaja Mac
and a Masala Grill Chicken in India (with Indian spices) as well
as a Mega Teriyaki Burger (with teriyaki sauce) or Gurakoro
(with macaroni gratin and croquettes) in Japan.
While all the ingredients used by McDonalds in arabic
and muslim countries are certified halal. The fast food chain not
offering, of course, any product with bacon or pork.
15
Sub-cultures:
A society is composed of several sub-cultures in which people
can identify. Subcultures are groups of people who share the
same values based on a common experience or a similar
lifestyle in general.
Subcultures are the nationalities, religions, ethnic groups, age
groups, gender of the individual, etc..
The subcultures are often considered by the brands for the
segmentation of a market in order to adapt a product or a
communication strategy to the values or the specific needs of
this segment.
For example in recent years, the segment of ethnic cosmetics
has greatly expanded. These are products more suited to nonCaucasian populations and to types of skin pigmentation for
African, Arab or Indian populations for example.
Its a real brand positioning with a well-defined target in a
sector that only offered makeup products to a Caucasian target
until now (with the exception of niche brands) and was then
receiving critics from consumers of different origin.
Brands often communicate in different ways, sometimes even
create specific products (sometimes without significant intrinsic
difference) for the same type of product in order to specifically
target an age group, a gender or a specific sub-culture.
Consumers are usually more receptive to products and
marketing strategies that specifically target them.
Social classes:
Social classes are defined as groups more or less homogenous
and ranked against each other according to a form of social
hierarchy. Even if its very large groups, we usually find similar
16
behaviors
in
individuals
17
18
the
product.
Family:
The family is maybe the most influencing factor for an
individual. It forms an environment of socialization in which an
individual will evolve, shape his personality, and acquire values.
But also develop attitudes and opinions on various subjects
such as politics, society, social relations or himself and his
desires.
But also on his consumer habits, his perception of brands and
the products he buys.
We all kept, for many of us and for some products and brands,
the same buying habits and consumption patterns that the
ones we had known in our family.
Perceptions and family habits generally have a strong influence
on the consumer buying behavior. People will tend to keep the
same as those acquired with their families.
For example, if you have never drunk Coke during your
childhood and your parents have described it as a product full
of sugar and not good for health. There is far less chance that
20
you are going to buy it when you will grow up that someone
who drinks Coke since childhood.
For brands especially for Fast-Moving Consumer Goods
(FMCG) or Consumer Packaged Goods (CPG) successfully
integrate the family is both a real challenge and an
opportunity to develop a strong consumer loyalty among all the
family members.
Thats why its important for brands to be seen as a family
brand in order to become a consumer habit for parents and
children when they will become adults.
Social Roles And Status:
The position of an individual within his family, his work, his
country club, his group of friends, etc.. All this can be defined
in terms of role and social status.
A social role is a set of attitudes and activities that an individual
is supposed to have and do according to his profession and his
position at work, his position in the family, his gender, etc.
And expectations of the people around him.
Social status meanwhile reflects the rank and the importance of
this role in society or in social groups. Some are more valued
than others.
The social role and status profoundly influences the consumer
behavior and his purchasing decisions. Especially for all the
visible products from other people.
For example, a consumer may buy a Ferrari or a Porsche for the
quality of the car but also for the external signs of social
success that this kind of cars represents. Moreover, it is likely
that a CEO driving a small car like a Ford Fiesta or a Volkswagen
Golf would be taken less seriously by its customers and
business partners than if he is driving a German luxury car.
21
23
24
26
Learning:
Learning is through action. When we act, we learn. It implies a
change in the behavior resulting from the experience. The
learning changes the behavior of an individual as he acquires
information and experience. For example, if you are sick after
drinking milk, you had a negative experience, you associate the
milk with this state of discomfort and you learn that you
should not drink milk. Therefore, you dont buy milk anymore.
Rather, if you had a good experience with the product, you will
have much more desire to buy it again next time.
SMARTPHONES &
EVOLUTION:DEFINITION:
A smartphone (or smart phone) is a mobile phone with an
advanced mobile operating system. Smartphones typically
combine the features of a cell phone with those of other
popular mobile
devices,
such
as personal
digital
assistant, media
player and GPS
navigation
unit.
Most
smartphones have a touch screen user interface and can run
third-party apps, and are camera phones. 2012 and later
smartphones
add
high
speed
mobile
broadband 4G
LTE internet web
browsing, motion
sensors and mobile
payment mechanisms.
In 2014, sales of smartphones worldwide topped 1.2 billion,
which is up 28% from 2013.
HISTORY:
27
EARLY YEARS:
Devices that
combined telephony and computing were
first
conceptualized
by Theodore
Paraskevakos in 1971 and patented in
1974, and were offered for sale beginning
in 1993. He was the first to introduce the
concepts
of
intelligence, data
processing and visual display screens into
telephones which gave rise to the
"smartphone." In 1971, Paraskevakos,
working
with Boeing in Huntsville,
Alabama, demonstrated a transmitter and receiver that
provided additional ways to communicate with remote
equipment, however it did not yet have general
purpose PDA applications in a wireless device typical of
smartphones. They were installed at Peoples' Telephone
Company in Leesburg and were demonstrated to several
telephone companies. The original and historic working
models are still in the possession of Paraskevako
Mass
adoption:In
1999,
the
Japanese
firm NTT
DoCoMo released the first smartphones to achieve mass
adoption within a country. These phones ran on i-mode, which
provided data transmission speeds up to 9.6 Kbit/s. Unlike
future generations of wireless services, NTT DoCoMo's imode used cHTML, a language which restricted some aspects
of traditional HTML in favor of increasing data speed for the
devices. Limited functionality, small screens and limited
bandwidth allowed for phones to use the slower data speeds
available. The rise of i-mode helped NTT DoCoMo accumulate
an estimated 40 million subscribers by the end of 2001. It was
also ranked first in market capitalization in Japan and second
globally. This power would wane in the face of the rise of 3G
and new phones with advanced wireless network capabilities.
Outside of Japan smartphones were still rare, although
throughout
the
mid-2000s,
devices
based
on
Microsoft's Windows Mobile started to gain popularity among
28
29
31
India is one of the fastest growing economies all over the world
and a live example which depicts the development is the
growth of the telecommunication industry in India, especially
the in the field of mobile communication. There is a continuous
increase in disposable income; there has been a radical shift in
the attitude and aspirations of the consumers. Mobile phone
has become essential parts of personal and business life. The
recent growth of mobile phone usage is an observable fact that
crosses all age and gender boundaries. Due to fierce
competition in the field of mobile communication the need
arises for the study to know how consumer behaves in the time
of purchase. India is currently the 2nd largest mobile handset
market in the world and is about to become an even larger
market. Buoyed by the high demand for smartphones, the
mobile handset market in India is estimated to have grown by
14.7% in financial
year 2014 to touch
Rs. 35,946 crore,
according to a Voice
&
Data
Survey
compared
to
Rs.31,330 crore in
financial year 2013
(Cybermedia.co.in,
2015). The mature
Indian
mobile
consumers
are
increasing
their
preference for highend handsets and
the
younger
demographics
desires
to
use
mobile
web
technologies
that
could
see
the
smartphone markets revenues soar. TechNavio's analysts
forecast the Smartphone market in India to grow at a
Compound Annual Growth Rate of 116.4 per cent over the
period 2011-2015. One of the important factors contributing to
this market growth is the increasing demand for all-in-one
devices. The Smartphone market in India has also been
32
34
Impact
of
Smartphones
Indian Market:
on
35
photos. This shows that now people are leaving PCs and moving
towards Smartphones.
Studies have investigated the demographic characteristics of
smartphone users which are Males 53%. They are more likely to
have a smartphone than females which is only 47% 15
Market Challenges:
Indian smartphone market is an emerging market; there are
many smartphone companies that are targeting India as their
market. Some of the major international companies are
Samsung, Apple, Sony, Nokia, Motorola, LG etc. the market
share of international brand are decreasing as local brands like
Micromax and Karbonn are launching smartphone with android
operating systems and large screen at very low price compare
to the international brands. For example, Canvas 4 by Micromax
is a Smartphone with android 4.3, quad-core processor and has
13MP camera with a 5 inch screen; it was launched at in India
below INR 19000 as the smartphones with same features in
international brand like Samsung, Apple or Sony is around INR
40000. The sales of local brands are increasing as Micromax
market share was 5.6% in 2012 and in 2013 it was 22.7%
(Times, 2014).
36
CHAPTER 2
COMPANY PROFILE
37
APPLE INC.
38
Apple
Inc. is
an
American multinational
corporation headquartered
in Cupertino, California,
that
designs, develops, and sells consumer electronics, computer
software, online services, and personal computers.
Its
bestknown
hardware
products
are the Mac
line
of
computers
known
hardware
products
are
the Mac lin
e
of
computers,
the iPod me
dia player, the iPhone smartphone, the iPad tablet computer,
and the Apple Watch electronic smart watch. Its online services
includes iCloud, the iTunes Store, and the App Store. Apple's
consumer software includes the OS X and iOS operating
systems, the iTunes media browser, the Safari web browser,
and the iLife and iWork creativity and productivity suites.
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald
Wayne on April 1, 1976, to develop and sell personal
computers. It was incorporated as Apple Computer, Inc. on
January 3, 1977, and was renamed as Apple Inc. on January 9,
2007, to reflect its shifted focus towards consumer electronics.
Apple joined the Dow Jones Industrial Average on March 19,
2015.
Apple is the world's second-largest information technology
company by
revenue
after Samsung
Electronics,
and
the world's third-largest mobile phone maker. On November 25,
2014, in addition to being the largest, Apple became the first
U.S. company to be valued at over $700 billion. As of 2014,
39
HISTORY
19761980:
Incorporation
Founding
and
199099: Decline,
Acquisitions
Restructuring,
understand
the
difference
between
models. Apple
experimented with a number of other unsuccessful consumer
targeted
products
during
the
90's,
including digital
cameras, portable CD audio players, speakers, video consoles,
and TV appliances. Enormous resources were also invested in
the problem-plagued Newton division based on John Sculley's
unrealistic market forecast. Ultimately, none of these products
helped and Apple's market share and stock prices continued to
slide.
Microsoft continued to gain market share with Windows by
focusing on delivering software to cheap commodity personal
computers while Apple was delivering a richly engineered but
expensive experience
42
200710:
Devices
Success
with
Mobile
100 A," the email was sent only to the company's 100 most
senior employees and outlines Jobs's vision of Apple Inc.'s
future under 10 subheadings. Notably, Jobs declares a "Holy
War with Google" for 2011 and schedules a "new campus" for
2015.
In March 2013, Apple filed a patent for an augmented reality
(AR) system that can identify objects in a live video stream and
present information corresponding to these objects through a
computer-generated information layer overlaid on top of the
real-world image. Later in 2013, Apple acquired Embark Inc., a
small Silicon Valley-based mapping company that builds free
transit apps to help smartphone users navigate public
transportation in U.S. cities, and PrimeSense, an Israeli 3D
sensing company based in Tel Aviv. In December 2013, Apple
Inc. purchased social analytics firm Topsy. Topsy is one of a
small number of firms with real-time access to the messages
that appear on Twitter and can "do real-time analysis of the
trends and discussions happening on Twitter. The company
also made several high profile hiring decisions in 2013. On July
2, 2013, Apple recruited Paul Deneve, Belgian President and
CEO of Yves Saint Laurent as a vice president reporting directly
to Tim Cook. A mid-October 2013 announcement revealed that
Burberry executive Angela Ahrendts will commence as a senior
vice president at Apple in mid-2014. Ahrendts oversaw
Burberry's digital strategy for almost eight years and, during
her tenure, sales increased to about US$3.2 billion and shares
gained more than threefold.
Alongside Google vice-president Vint Cerf and AT&T CEO
Randall Stephenson, Cook attended a closed-door summit held
by President Obama on August 8, 2013, in regard to
government surveillance and the Internet in the wake of the
Edward Snowden NSA incident. On February 4, 2014, Cook met
with Abdullah Gl, the President of Turkey, in Ankara to discuss
the company's involvement in the Fatih project. Cook also
confirmed that Turkey's first Apple Retail Store would be opened
in Istanbul in April 2014.
Apple Inc. reported that the company sold 51 million iPhones in
the Q1 of 2014 (an all-time quarter, compared to 47.8 million in
the year-ago quarter. Apple also sold 26 million iPads during the
45
46
Products:
Mac
iPad
iPhone
iPod
Apple Tv
Apple Watch
Software
IPhone
At
48
IPhone Evolution
50
51
52
Google INC
53
Android is
a mobile
operating
system (OS)
based
on
As of July 2013,
the Google
Play store
has
had
over
one
million
Android
applications
("apps")
published,
and
over 50 billion
applications
downloaded. A
developer survey
conducted
in
AprilMay
2013
found that 71% of
mobile
developers
develop
for
Android. At Googl
I/O 2014,
the
company
revealed
that
there were over
54
55
History:
56
58
Since
2008,
Android
has
seen numerous
updates which
have incrementally
improved
the
operating system,
adding
new
features and fixing
bugs in previous
releases.
Each
major release is
named
in
alphabetical order
after a dessert or
sugary treat; for
example, version 1.5 "Cupcake" was followed by 1.6 "Donut".
Version 4.4.4 "KitKat" appeared as a security-only update; it
was released on June 19, 2014, shortly after 4.4.3 was
released. Android 5.0 "Lollipop" was released on November 14,
2014, introducing "material design" as a new design
language and one if its key new features; it was followed by two
bug fix releases (5.0.1 and 5.0.2).
In 2014, Google launched Android One, a standardized
smartphone, mainly targeting customers in the developing
world. Android One smartphones running the latest version of
Android (e.g. the latest Android 5.1) close to the stock version
of the operating system. As of March 3, 2015, the newest
version of the Android operating system, 5.1, is available for
selected devices including the Android One series, the Nexus
6 phablet, and the Nexus 9 tablet.
From 2010 to
2013, Hugo Barra served as product
spokesperson for the Android team, representing Android at
both press conferences and Google I/O, Googles annual
developer-focused conference. Barra's product involvement
included the entire Android ecosystem of software and
hardware, including Honeycomb, Ice Cream Sandwich, Jelly
Bean and KitKat operating system launches, the Nexus
4 and Nexus
5 smartphones,
the Nexus
7[and Nexus
59
Reception:
Android received a lukewarm reaction when it was unveiled in
2007. Although analysts were impressed with the respected
technology companies that had partnered with Google to form
the Open Handset Alliance, it was unclear whether mobile
phone manufacturers would be willing to replace their existing
operating systems with Android.The idea of an open-source,
Linux-based development platform sparked interest, but there
were additional worries about Android facing strong
competition from established players in the smartphone
market, such as Nokia and Microsoft, and rival Linux mobile
operating systems that were in development. These established
players were skeptical: Nokia was quoted as saying "we don't
see this as a threat,"] and a member of Microsoft's Windows
60
Mobile team stated "I don't understand the impact that they are
going to have."
Since then Android has grown to become the most widely used
smartphone operating system and "one of the fastest mobile
experiences available." Reviewers have highlighted the opensource nature of the operating system as one of its defining
strengths, allowing companies such as Nokia (Nokia X
family), Amazon (Kindle
Fire), Barnes
&
Noble (Nook), Ouya, Baidu and others to fork the software and
release hardware running their own customized version of
Android. As a result, it has been described by technology
website Ars Technica as "practically the default operating
system for launching new hardware" for companies without
their own mobile platforms. This openness and flexibility is also
present at the level of the end user: Android allows extensive
customization of devices by their owners and apps are freely
available from non-Google app stores and third party websites.
These have been cited as among the main advantages of
Android phones over others.
Android has suffered from "fragmentation", a situation where
the variety of Android devices, in terms of both hardware
variations and differences in the software running on them,
makes the task of developing applications that work
consistently across the ecosystem harder than rival platforms
such as iOS where hardware and software varies less. They
maintain this forces Android developers to write for the "lowest
common denominator" to reach as many users as possible, who
have too little incentive to make use of the latest hardware or
software features only available on a smaller percentage of
devices. However, OpenSignal, who develops both Android and
iOS apps, concluded that although fragmentation can make
development trickier, Android's wider global reach also
increases the potential reward.
Management Team
61
Larry Page
CEO and Co-Founder
Eric E. Schmidt
Executive Chairman
Sergey Brin
Co-Founder
62
Chapter 3
RESEARCH
METHODOLOGY
63
64
INSTRUMENTS USED
65
government.
Books, magazines, newspapers
66
Internet
After only keeping in mind one can think about what type of
data has to be collected during research as our research is
concerned I have to gather primary data for customer
preference.
RESEARCH INSTRUMENTS:
QUESTIONNAIRE DESIGN:
As the questionnaire is self-administered one, the survey is kept
simple and user friendly. Words used in questionnaire are
readily understandable to all respondent.
I have made the questionnaire in which questions are according
to the research and these are convenience for the respondent.
Research Design
A research is designed in line with the nature of the problem
identified and the questions to be addressed The stated
objectives of this research are confirmatory and explanatory in
nature, as they sought to describe and confirm the consumer
behavioural on smartphone in Indian market; and to establish,
as well as explain, the nature of the effect of regulatory focus in
consumers smartphone buying behaviour.
68
Research
Questions
Limitation of the Study:
While surveying I encounter with some problems like1) In some of the retail showroom it is not allowed to get the
questionnaire filled.
69
CHAPTER 4
70
DATA ANALYSIS
&
INTERPRETATION
Data Analysis
Questionnaire:
on
the
basis
of
71
FREQUENCY
RESPONDENT
15
25
6
4
15-25
25-35
35-50
50+
OF PERCENTAGE
OF
RESPONDENTS
30
50
12
8
AGE OF RESPONDENT
50%
50%
40%
%OF RESPONDENT
30%
30%
20%
10%
0%
15-25
25-35
35-50
50+
AGE
Type Of Phone
iPhone
Android Phones
FREQUENCY
RESPONDENT
15
35
OF PERCENTAGE
OF
RESPONDENTS
30
70
IPhone OR Android
70%
Android phones
Type Of Phone
30%
iPhone
0%
10%
20%
30%
40%
50%
60%
70%
80%
%OF RESPONDENT
Phone FREQUENCY
RESPONDENT
10
7
8
OF PERCENTAGE
OF
RESPONDENTS
20
14
16
73
Xiaomi
Others
3
22
6
44
Micromax; 14%
Samsung; 20%
Others
Samsung
Micromax
Motorola
Xiaomi
74
Features
Status Symbol
5%
7%
20%
68%
Hanging Problems
iTunes Store
Camera
Sales
7%
6%
14%
72%
Low Price
FreeApplications
Variety Of Brands
77
Sales
76%
13%
7%
5%
Expensive Buy
Hard to Operate
Delicate
Others
78
Yes OR No
90%
80%
70%
60%
%OF RESPONDENT
90%
50%
40%
30%
20%
10%
10%
0%
Yes
No
79
1.
2.
3.
4.
5.
Camera
Storage Capacity
Processor & RAM
Brand
All of the above
Features
21%
44%
11%
6%
18%
Camera
Storage Capacity
Brand
Processor&RAM
B.NO
RESPONSES
FREQUENCY
RESPONDENT
YES
NO
36
14
OF PERCENTAGE
RESPONDENTS
OF
72
28
%of respondents
80%
70%
60%
50%
40%
30%
20%
10%
0%
72%
28%
YES
NO
Responses
FREQUENCY
RESPONDENT
YES
39
OF PERCENTAGE
RESPONDENTS
OF
78
81
NO
11
22
LARGE
EXTENT(3)
SOME
EXTENT(2)
LEAST
EXTENT(1)
WEIGHTED
AVERAGE
82
PRICE
QUALITY
SIZE
DESIGN
COLOR
DURABILITY
AVAILABILIT
Y
BRANDIMAG
E
28
45
50
26
19
35
38
13
5
17
18
10
8
9
7
13
5
4
2.38
2.9
3
2.38
2.1
2.6
2.68
29
19
2.54
2.6
12
2.1
10
2.38
WEIGHTED
AVERAGE
8
weighted average
2.9
6
4
2.38
2
0
PRICE
QUALITY
SIZE
DESIGN
COLOR
DURABILITY
Factors
CUSTOMER
DIFFERENT
SATISFACTION
LEVEL
FROM
ATTRIBUTES OF A PRODUCT
83
HIGHLY
SATISFI
ED
(5)
SATISFI
ED
(4)
NEUTR
AL
(3)
DISSATIS
FIED
(2)
HIGHLY
DISSATISF
IED
WEIGHTED
AVERAG
E
PRICE
BRAND
IMAGE
QUALITY
SIZE
COMFOR
T
DURABIL
ITY
7
23
23
15
17
7
2
5
1
_
3.64
4.12
18
17
25
21
19
17
11
13
8
1
-
4.14
4.04
4.34
15
27
4.14
4.34
4.2
4.12
4.14
4.14
4.04
4
weighted average
WEIGHTED AVG.
3.8
3.6
3.64
3.4
3.2
PRICE
SIZE
COMFORT DURABILITY
Factors
84
BRAND LOYALTY
Brand loyalty refers to that a customer being permanent
consumer of brand and he never switch over to other brand.
RESPONSES
FREQUENCY
RESPONDENT
YES
NO
15
35
OF PERCENTAGE
RESPONDENTS
OF
30
70
BRAND LOYALTY
30%
70%
YES
NO
85
CHAPTER 5
CONCLUSION
86
87
SUGGESTIONS:
In todays modern dynamic world people are only
brand loyal if u give them something new, so
established brand should try and give something new
otherwise they will lose their buyers.
Price and features should accompany each other so
that it is easy for people to buy phones.
Indian market should be provided with opportunities
so that it can be called a major partner in world
market.
CONCLUSION:
We can herby, conclude by the research done that:
Indian Smartphone Market is an ever-growing & dynamic
as well; people get bored by the smartphones within 1-1.5
years.
People in the market are not brand loyal, as they choose
new upcoming companies which come up with some
amazing smartphones in a compact price.
ANDROID is the leader of the market
Apple tends to keep its loyal customer & does not lose
them easily as it comes up with new things every year
89
CHAPTER 6
ANNEXURE
90
QUESTIONNAIRE
Personal Profile
1.
2.
3.
4.
Name:
Address:
Telephone:
Occupation:
15-25
25-35
35-50
50+
IPhone
Android Phone
Samsung
Others
Micromax
Motorola
Xiaomi
E.
91
Features
Status symbol
Addiction to apple products
All of the above
Low price
Free applications
Variety of options
Trend in the market
Expensive Buy
Hard to operate
Delicate
Others
Yes
92
B.
No
Camera
Storage capacity
Processor & RAM
Brand
All of the above
Yes
No
Yes
No
BIBLIOGRAPHY:
The list of reference for the purpose of completing this
marketing project is as given below:
93
Sources
www.enotes.com
www.communitymedicine4asses.wordpress.com
www.wikipedia.com
www.statista.com
www.managementstidyguide.com
www.consumerpsychologist.com
www.google.com
94