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In these days mobile phones have become a very necessary part of our life. We cannot imagine a
single day without mobile phones. Now it is not only the means of communication. Now it has
been used as the means of different types of works. We can do official works in our cell phones
and it has become and it has become a great source of entertainment. We can browse internet,
send E-mails through our phones, share our pictures and thoughts in different social media, watch
videos on internet or listen to music on our phone and can play various games.

To make this experiences more efficient the manufacturer of these mobile phones are introducing
various outstanding features in their newest brands. There are several phone manufacturer exist in
the market. The competition have become so tight because if one brand is introducing a unique
feature then other brands start finding the way to add the feature with minimized cost. Around
4.77 billion of the people in the world use mobile phone. Among them 2.53 billion people use
Smart Phone. It is huge in terms of number. Among 2.53 billion most of them are adult. To meet
their demand the cell phone manufacturer started a hidden war between them. All of them are
trying to introduce the best of their technologies.

1.1.Background of the Study:

The price of these phone ranges for all type of the customers. Now the manufacturers are trying to
target all the customer of all segments. They are manufacturing phones for all income class.
That’s why the features of the phone vary in different price range. Three types are phones are
mainly manufactured by the producers. First type is the Flagships which are normally owned by
the higher income class people. Then the Mid-Range phones are seen. Finally the Lower-end
phones are seen at the market. Among them the mid ranged phones are most popular. Because of
the features are close to the Flagships and the price is much lower. Mostly it is popular among a
certain group of age. Normally people aged 15 to 30 are the main customer of these phones. In
our study we are going to focus on the Mid-range phone manufactured by Samsung Mobiles and
Xiaomi. Both of these companies are popular in Bangladesh. Both of them are well known for
producing mid-range phones.

1.2.Purpose of the Study:

As mentioned earlier there are several brands that produce smart phones. In Bangladesh the most
best selling mid-range smart phones are Samsung and Xiaomi. These two brands are introducing
new models every once and then. But it is very difficult to understand which phone is actually
meeting the demand of market more closely. In our study we focused on a particular age group’s
preferences over these two brands.


To conduct the study we took a small sample (n=10) of population. Which categorized based on
the age (15-30). We generated a questionnaire based on the features of two particular models of
these brands (Samsung Galaxy J7 Pro and Xaiomi Redmi Note 5 Pro). Asked them to rate those
feature according to their perceptions.

Table1.1- Questionnaire Developed to conduct the study

Questions Ratings Points

1. Is this handset model stylish enough? [Ex- Looks & Finishing] 1 2 3 4 5

2. Is the handset user-friendly? [Ex- Size, Wide-screen etc] 1 2 3 4 5

3. Is the display of the handset sharp enough? 1 2 3 4 5

4. Is the OS of the handset upgraded? 1 2 3 4 5

5. Is the Chipset of the handset powerful enough? 1 2 3 4 5

6. Does the camera of the handset meet your needs? 1 2 3 4 5

7. Is the storage enough for you? 1 2 3 4 5

8. How is the battery of the handset? 1 2 3 4 5

9. How is game-play experience? 1 2 3 4 5

10. Does the price meet your budget? 1 2 3 4 5

Then we summed up those data based on the ratings they gave at every feature. After that
calculated the mean of each feature and compared those means for those two brands. Finally we
found out the absolute mean which helped us to draw a final decision about the study.

We used this method because to find out people’s preferences questioning seemed to be a good
way to get the answers. This method is less time consuming. As the resources are limited this tool
seemed as the ultimate tool.

1.4.Limitation of the Study:

As the time and resources were limited it was difficult for us to conduct the study in a large
manner. If we would have enough resource and time the study result would be more accurate and
decision would be more perfect.

2. Words about Samsung:
Samsung is a South Korean multinational company headquartered in Samsung Town, Seoul. It
comprises numerous affiliated businesses; most of them united under the Samsung brand, and is
the largest South Korean 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 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. Notable Samsung industrial affiliates
include Samsung Electronics, Samsung Heavy Industries and Samsung Engineering and Other
notable subsidiaries include Samsung Life Insurance. Samsung Everland, the oldest theme park in
South Korea and Cheil Worldwide Samsung has a powerful influence on South Korea's economic
development, politics, media and culture. Its affiliate companies produce around a fifth of South
Korea's total exports. Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP.

2.1.Samsung Mobile Phones:

Samsung has long been a major manufacturer of electronic components such as lithium-ion
batteries, semiconductors, chips, flash memory and hard drive devices for clients such
as Apple, Sony, HTC and Nokia. It is the world's largest manufacturer of mobile phones
and smart-phones, started with the original Samsung Solstice and later fueled by the popularity of
its Samsung Galaxy line of devices. The company is also a major vendor of tablet computers,
particularly its Android-powered Samsung Galaxy Tab collection, and is generally regarded as
pioneering the phablet market through the Samsung Galaxy Note family of devices. Samsung's
flagship mobile handset line is the Samsung Galaxy S, which many consider a direct competitor
of the Apple iPhone. It was initially launched in Singapore, Malaysia and South Korea in June
2010, followed by the United States in July. While many other handset makers focused on one or
two operating systems, Samsung for a time used several of them: Symbian, Windows Phone,
Linux-based LiMo, and Samsung's proprietary Bada. By 2013 Samsung had dropped all operating
systems except Android and Windows Phone. That year Samsung released at least 43 Android
phones or tablets and two Windows Phones.
2.2.Samsung Galaxy J7 Pro:
The Samsung Galaxy J series is a line of mid-range devices beginning with the 'J' in 2013. Here
“J” refers to “Joy”. This is considered to be the best series of mid-range phone marketed by
Samsung. Samsung Galaxy J7 pro was released last June of 2107.

2.3.Specifications of Samsung Galaxy J7 Pro:

Key Feature Full Specification

Body Dimension 152.5 x 74.8 x 8 mm (6.00 x 2.94 x 0.31 in)
Weight 181g
Build Front Glass, Aluminum Body
SIM Single SIM or Dual SIM
Display Type Super Amoled Capacitive Touchscreen, 16M Colors
Size 5.5 Inches, 83.4 cm2
Resolution 1080 X1920 pixels, 16:9 ratio
Platform OS Android 7.0 (Nougat)
Chipset Exynos 7870 Octa
CPU Octa-core 1.6 GHz Cortex-A53
GPU Mali-T830MP1
Memory Internal 32/64 GB, 3 GB RAM
Card Slot Expandable up to 256 GB
Camera Primary 13 MP, Auto focus, LED flash
Features Geo-tagging , Touch-Focus, Panorama, HDR
Video 1080p@30fps
Secondary 13 MP LED flash, 1080p@ 30fps
Battery Capacity Non-removable Li-ion 3600 mAh Battery
Talk-time Up to 24 h
Music Play Up to 91 h
MISC Colors Black, Blue, Gold, Rose Gold
Price 21900 BDT.

3. Words about Xiaomi:
Xiaomi Inc. is a Chinese electronics and software company headquartered in Beijing. Xiaomi
designs, develops, and sells smart phones, mobile apps, laptops and related consumer electronics.
Xiaomi released its first smart phone in August 2011 and has rapidly gained market share
in China to become China's largest smart phone company in 2014. As of 2017 Xiaomi is the
world's 5th largest smart phone company. Xiaomi has expanded into developing a wider range
of consumer electronics, including a smart home device ecosystem. Xiaomi has 15,000
employees in China, India, Malaysia, Singapore and is expanding to other countries such
as Indonesia, the Philippines and South Africa. Xiaomi is ranked number 2 on the list of 50
Smartest Companies 2015 by MIT Technology Review, which noted in the publication that "the
fast-growing smart phone vendor is maturing beyond its original 'cut-price Apple' model with
ideas like flash sales over its mobile messaging platform". Xiaomi's innovative business model
has been characterized as a disruptive force to the existing smart phone industry by a number of
Stratechery writer Ben Thompson notes in his article "Xiaomi's Ambition” that Xiaomi's target
consumer base is the young population of China, especially college students and young adults
who just entered the workforce. As they get places of their own, they will need TVs, air purifiers,
etc., things that Xiaomi sells along with the smart phones. This, then, is the key to understanding
Xiaomi: they’re not so much selling smart phones as they are selling a lifestyle, and the key to
that lifestyle is MIUI, Xiaomi's software layer that ties all of these things together.
In fact, you could argue that Xiaomi is actually the first "Internet of Things" company: unlike
Google (Nest), Apple (HomeKit), or even Samsung (SmartThings), all of whom are offering
some sort of open SDK to tie everything together . Xiaomi is integrating everything itself and
selling everything on Mi.com to a fan base primed to outfit their homes for the very first time.
It's absolutely a vertical strategy – the company is like Apple after all – it's just that the product
offering is far broader than anything even Gene Munster could imagine. The services Lei Jun
talks about – MIUI and Mi.com especially – sell the products and tie them all together, but they
are all Xiaomi products in the end.

3.1.Xiaomi Mobile Phones:

Xiaomi's flagship mobile handset line is the Xiaomi Mi series. The Mi 3 uses a
modified Qualcomm Snapdragon 800 and was found on test to be the world's fastest Android
smart phone according to benchmark testing apps Antutu, Quadrant and Geekbench. In January
2015 in Beijing, China, Xiaomi unveiled the Mi Note and Mi Note Pro. Both devices have a 5.7-
inch display and use a dual-glass design with a 2.5D front and 3D rear glass. Redmi is a
budget smartphone line manufactured by Xiaomi that was first announced in July 2013. Redmi
phones use the Xiaomi MIUI operating system, a variant of Android. Models can be divided into
regular RedMi phones with screens usually up to 5" and RedMi Note series with displays
exceeding 5". Only phone besides these two series is Redmi Pro, first introduced in 2016 with
Dual Camera system, USB-C and unique for Xiaomi devices OLED display. Redmi phones have
been marketed in several Asian and European countries. The most significant difference from
other Xiaomi smart phones is that it uses less-expensive components and thus is more cost-

3.2.Specifications of Xiaomi Redmi Note 5 Pro:

Key Feature Full Specification

Body Dimension 158.8 x 75.4 x 8.1 mm (6.24 x 2.97 x 0.32 in)
Weight 181g
Build Front Glass, Aluminum Body
SIM Hybrid Dual SIM
Display Type IPS LCD Capacitive Touchscreen, 16M Colors
Size 5.99 Inches, 92.6 cm2
Resolution 1080 X 2160 pixels, 18:9 ratio
Protection Corning Gorilla Glass
Platform OS Android 7.1.2 (Nougat)
Chipset Qualcom SDM636 Snapdragon 636
CPU Octa-core 1.8 GHz Kryo 260
GPU Adreno 509
Memory Internal 64 GB, 4/6 GB RAM
Card Slot Expandable up to 256 GB
Camera Primary Dual: 12 MP + 5 MP, Phase detection, Auto-focus, Led Flash
Features Geo-tagging, touch focus, face detection, panorama, HDR
Video 1080p@30fps
Secondary 20 MP LED flash, 1080p@ 30fps
Battery Capacity Non-removable Li-Po 40000 mAh Battery
Fast battery Charging,
MISC Colors Black, Champagne Gold, Rose Gold, Lake Blue
Price 23990 BDT.

4. Data Analysis:
We took the readings from the questionnaire formed a chart about each feature as followings,

Table-4.1: Features ratings given by the respondents of Samsung Galaxy J7 Pro

Features R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 Total Ratings

Style 3 4 2 3 3 3 3 4 4 4 33 3.3
User Friendliness 4 4 3 3 4 4 4 3 4 3 36 3.6
Display Sharpness 3 5 4 5 3 4 4 4 4 5 41 4.1
Operating System 2 3 2 3 4 3 4 3 3 4 31 3.1
Chipset 4 5 4 4 2 3 3 3 3 3 34 3.4
Camera 3 3 4 3 1 4 3 4 2 3 30 3.0
Storage 4 5 2 2 2 2 4 5 3 3 32 3.2
Battery 1 4 4 4 3 4 4 4 4 4 36 3.6
Game-Play 3 5 2 4 2 3 2 3 2 2 28 2.8
Price 3 2 3 2 4 3 3 4 2 3 29 2.9
N=10; Average ratings = 3.3

Table-4.2: Features ratings given by the respondents of Xiaomi Redmi Note 5 Pro

Features R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 Total Ratings

Style 4 3 3 4 4 4 5 5 4 4 40 4.0
User Friendliness 4 4 3 5 2 5 3 3 3 3 35 3.5
Display Sharpness 5 3 4 4 3 3 3 4 4 3 36 3.6
Operating System 4 2 5 3 3 4 5 3 3 4 36 3.6
Chipset 5 4 5 5 5 4 4 5 4 5 46 4.6
Camera 3 3 4 3 3 4 5 5 5 4 39 3.9
Storage 5 4 4 4 4 4 4 4 4 4 41 4.1
Battery 4 1 5 4 3 4 5 4 3 4 37 3.7
Game-Play 5 3 4 5 3 5 3 3 3 3 37 3.7
Price 5 3 3 4 5 4 4 2 4 3 37 3.7
N=10; Average Ratings = 3.8

Figure-4.1: Rating comparison of features between Samsung Galaxy J7 Pro and Xiaomi Redmi
Note 5 Pro

1.5 Samsung Galaxy J7 Pro
Xaiomi Note 5 Pro

Findings: The figure shows us how Xiaomi has topped over in every section except for the User
Friendliness and Display Sharpness. In these two sectors Samsung got higher rating because
Samsung used super Amoled Display for the phone and the size of the phone is smaller than the
Xaiomi Redmi Note 5 Pro.

Figure-4.2: Average comparison between Samsung Galaxy J7 Pro and Xiaomi Redmi Note 5

Average Ratings


Average Ratings


Samsung Galaxy J7 Pro Xiaomi Note 5 Pro

Findings: The above figure shows that the average ratings of Xiaomi Redmi Note 5 Pro are
better than the Samsung Galaxy J7 Pro. Thus it reflects that Xaiomi is more popular in young
generations than the Samsung.

5. Findings & Recommendations:
Both phones have greater appeals to their customers. By conducting this study we have
discovered some points those are mentioned below,

i) Xiaomi have better impression on younger generation rather than the older people. It
has created a strong place in it’s target customer’s minds. On the other hand Samsung
is definitely a bigger brand but at some points Samsung is still holding the old
policies. In these days people willing to spend more money to get better product. In
our study we saw people preferred Xaiomi more, even though the price of Xaiomi is
slightly higher. The main reason is Xaiomi’s features are better than Samsung
although Samsung is a stronger brand. Samsung must consider this matter more
seriously. They must focus more on these mid-range phones.

ii) The young generations are getting Xaiomi phones for one more reason that is the
designs of the phones. Xaiomi phones are stylist and designs are innovative whereas
most of the Samsung phones look alike. There is no innovation of new design. Since
Samsung released their first smart phones all those phones are designed in the same
way except for the recent Flagships. People pay to feel different from others. Since
the mobile phones have become a mean of fashion so they definitely want to feel
posh while holding their mobile phones. Therefore Samsung needs to work on
improving the design of their mid-range phones.

iii) Even though Samsung’s Display quality is better than the Xaiomi but chipset they
used in this particular phone is comparatively poor. We all know now mobile is not
used only for communication now these devices are considered as the means of
entertainment. Young generations watch videos on internet, play games on their
phones. For this a phone must have to be installed with a high quality GPU. In this
particular phone Samsung used lower quality GPU. This is another big reason for the
people to give less rating. For developing newer brands Samsung should take this
matter seriously.

iv) Although our study says Xaiomi has better acceptance in the market, it does not
reflect the whole picture of the market. Xaiomi also need development in their
strategy. From technical point of view it is true that Xaiomi beats Samsung in every
points but the real scenario is it still not considered as the most reliable brand. In this
case Xaiomi is far behind than Samsung. They are still behind earning the complete
credibility. Xaiomi must improve their strategy of business. They need more better
campaigning to earn the better brand value among all market segments.

6. Conclusion:
The study is intended to show the people’s preferences between two particular brand’s Mid-
Range mobile phones. Even though we draw a result from this study, it does not contain the
complete picture of the market because of our limitation. It was the time and resources we had.
The study is based on a very little sample thus it has the incomplete image of the market. Mobile
phones are definitely the best way of personal communication. But now it is not used only for
communication. People are using its various features for different purposes. With the booming of
technology this hand phones are introduces with new innovations of features. Ten years ago
people hardly thought about making video calls from anywhere they wanted. All they did was
seated in front of a desktop and made video calls. Now smart phones have made it possible to
make video calls over phone. To make more innovations like this different brand of mobile
phone company have emerged in the market. They are in a competition each other to get the
customer something more every once in a while.

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7. References:

I. Statista||Number of mobile phone users worldwide from 2013 to 2019 (in

II. Wikipedia||Samsung||https://en.wikipedia.org/wiki/Samsung
III. Wikipedia||Samsung Electronics||https://en.wikipedia.org/wiki/Samsung_Electronics
IV. Wikipedia||Samsung Galaxy||https://en.wikipedia.org/wiki/Samsung_Galaxy
V. Wikipedia ||Xiaomi||https://en.wikipedia.org/wiki/Xiaomi
VI. Wikipedia ||Xiaomi Redmi||https://en.wikipedia.org/wiki/Xiaomi_Redmi
VII. GSMARENA|| Samsung Galaxy J7 Pro||
VIII. GSMARENA||Xiaomi Redmi Note 5 Pro||
IX. Malohatra Naresh K. & Dash Satyabhusab|| Questionnaire and Form Design, Chapter 10;
7th Edition, Marketing Research; An Applied Orientation; Page: 306-324.

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