A

PROJECT REPORT
ON
Brand
Preference
Of
Mobile Phones Among
Ghaziabads College Students
Submitted To:
Supervisor

Submitted By:
Your Name
Roll No.- XXXXXXX
COLLEGE NAME
Ghaziabad, U.P.

CERTIFICATE
This is to certify that YOUR NAME, student of COLLEGE
NAME has completed her project on the topic of Brand
Preference

of

Mobile

Phones Among Ghaziabads College

Students under the supervision and guidance of SUPERVISOR

Faculty member of COLLEGE NAME.
To best of my knowledge the report is original and has not been
copied or submitted anywhere else. It is an independent work
done by him.

(YOUR SUPERVISOR)

ACKNOWLEDGEMENT
When I embarked this project, it appeared to me as onerous task.
Slowly as I progressed I did realized that I was not alone after all.

I wish to express my gratitude to DIRECTOR NAME, director, COLLEGE

NAME, FACULTY MEMBER, Program co-ordinator who have extended
their kind help, guidance and suggestion without which it could not
have been possible for me to complete this project report.

My sincere thanks to my all entire faculty members XXXXX, XXXXX

and all staff members for offering me all kinds of support and help in
preparing the project.

I am deeply indebted to my guide NAME for not only her valuable and
enlightened, guidance but also for the freedom she rendered me during
this project work.
I am thankful to my group member NAME and other classmates, wellwishers

who

with their magnanimous and generous help and support made it a

relative

easier

affair.

My heart goes out to my parents who bear with me all the trouble I
caused then with smile during the entire study period and beyond.

YOUR NAME
Student
Manager
PGDM-08/012

COLLEGE NAME

PREFACE

The project gives an insight of the telecom sector. It basically

helps
understanding the brand preference of students with regard to
mobile
phones. It helps us to know what are the basis on which a
students
chooses a particular brand when he/she purchases a new handset.
The project will help to learn about the growing telecom sector in
India. The research will also bring to light what all factors a
student considers at the time of purchase of a new mobile phone.

Table of Contents
1. INTRODUCTION ........................................................................................................ 7
a. Definition of Cellular/Mobile phone ............................................................... 7
b. The Global Cellular Mobile Industry: ......................................................................... 8
c. Telecom Industry in India .................................................................................. 9
d. History of Indian Telecommunications ..................................................................... 10
e. The Key players in the Telecom Market in India ..................................... 11
Innovation in partnership ................................................................................. 21
f.
2.

OBJECTIVES OF THE STUDY ............................................................................ 22

RESEARCH METHODOLOGY .............................................................................. 24

a. SAMPLING METHODOLOGY: ........................................................................... 24

b. RESEARCH DESIGN: - ....................................................................................... 24
c. DATA COLLECTION: ........................................................................................... 24
3.

DATA ANALYSIS AND INTERPRETATION ........................................................ 26

4.

CHI- SQUARE ANALYSIS ..................................................................................... 35

5.

FINDINGS ............................................................................................................... 40

6.

RECOMMENDATIONS ........................................................................................... 41

7.

LIMITATIONS .......................................................................................................... 42

8.

BIBLIOGRAPHY...................................................................................................... 43

9.

ANNEXURE ............................................................................................................ 44

1. INTRODUCTION
a. Definition of Cellular/Mobile phone
The Cellular telephone (commonly "mobile phone" or "cell phone" or
"handphone") is a long-range, portable electronic device used
for

mobile

communication. In addition to the standard voice function of a

telephone,

current

mobile phones can support many additional services such as

SMS

for

text

messaging, email, packet switching for access to the Internet, and MMS
for

sending

and receiving photos and video. Most current mobile phones connect to
a

cellular

network of base stations (cell sites), which is in turn interconnected to

the

public

switched telephone network (PSTN) (the exception is satellite

phones.

Cellular

telephone is also defined as a type of short-wave analog

or

digital

telecommunication in which a subscriber has a wireless connection from

a

mobile

telephone to a relatively nearby transmitter. The transmitter's span of

coverage

is

called a cell. Generally, cellular telephone service is available in urban

areas

and

along major highways. As the cellular telephone user moves from one
cell

or

area

of

coverage to another, the telephone is effectively passed on to

the

local

cell

transmitter. A cellular telephone is not to be confused with a cordless

telephone

(which is simply a phone with a very short wireless connection to a

local
outlet).

phone
A

newer

communications
(PCS).

service

similar

to

cellular

services

is

personal

b. The Global Cellular Mobile Industry:

The global mobile phone industry is based on many different
manufacturers

and

operators. The industry is based on advanced technology and

many

of

the

manufacturers are operating in different industries, where they

use

their

technological skills, distribution network, market knowledge and brand

name.

Four

large manufacturers of mobile phones are today dominating the

global

mobile

phone industry; Nokia, Sony Ericson, Samsung and Motorola. In addition

to

these

companies there are many manufacturers that operate globally and

locally.

c. Telecom Industry in India

The telecom industry is one of the fastest growing industries in
India. India has nearly 200 million telephone lines making it the
third largest network in the world after China and USA.
With a growth rate of 45%, Indian telecom industry has the
highest growth rate in the world.
Much of the growth in Asia Pacific Wireless Telecommunication
Market is spurred by the growth in demand in countries like India
and China.
Indias mobile phone subscriber base is growing at a rate of 82.2%.
China is the biggest market in Asia Pacific with a subscriber base
of 48% of the total subscribers in Asia Pacific.
Compared to that Indias share in Asia Pacific Mobile
market
Considering

is
the

fact

phone

6.4%.
that

have

India

and

China

almost

comparable populations, Indias low mobile penetration offers

huge
for growth.

scope

d. History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services
were introduced in India in 1881. In 1883 telephone services were
merged with the postal system. Indian Radio Telegraph Company (IRT)
was formed in 1923. After independence in 1947, all the foreign
telecommunication companies were nationalized to form the Posts,
Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry of Communications. Telecom sector was considered as a
strategic service and the government considered it best to bring under
state's control.
The first wind of reforms in telecommunications sector began to flow in
1980s

when

the private sector was allowed in telecommunications equipment

manufacturing.

In

1985, Department of Telecommunications (DOT) was established. It was

an
exclusive provider of domestic and longdistance service that would
be its own regulator (separate from the postal system). In 1986, two
wholly governmentowned companies were created: the Videsh
Sanchar Nigam Limited (VSNL) for international telecommunications
and

Mahanagar

Telephone

Nigam

Limited (MTNL) for service in

metropolitan areas.
In 1990s, telecommunications sector benefited from the general
opening

up

of

the

economy. Also, examples of telecom revolution in many other

countries,

which

resulted in better quality of service and lower tariffs, led Indian policy
makers

to

initiate a change process finally resulting in opening up of telecom

services

sector

for the private sector. National Telecom Policy (NTP) 1994 was the first
attempt

to

give a comprehensive roadmap for the Indian telecommunications

sector.

In

1997,

Telecom Regulatory Authority of India (TRAI) was created. TRAI was

formed

to

act

as a regulator to facilitate the growth of the telecom sector. New

National

Telecom

Policy was adopted in 1999 and cellular services were also launched in
the
year.

same

Telecommunication sector in India can be divided into two segments:

Fixed

Service

Provider (FSPs), and Cellular Services. Fixed line services consist of basic
services,
national or domestic long distance and international long distance
services.

The

state operators (BSNL and MTNL), account for almost 90 per cent of
revenues

from

basic services. Private sector services are presently available in

selective

urban

areas, and collectively account for less than 5 per cent of subscriptions.
However,
private services focus on the business/corporate sector, and offer
reliable,
services,

highsuch

as

leased

end

lines,

ISDN,

closed

user

group

and

videoconferencing.
Cellular services can be further divided into two categories: Global
System

for

Mobile Communications (GSM) and Code Division Multiple Access (CDMA).

The

GSM

sector is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while

the

CDMA

sector is dominated by Reliance and Tata Indicom. Opening up of

international

and

domestic long distance telephony services are the major growth drivers
for

cellular

industry. Cellular operators get substantial revenue from these

services,

and

compensate them for reduction in tariffs on airtime, which along with

rental

was

the

main source of revenue. The reduction in tariffs for airtime, national long
distance,
international long distance, and handset prices has driven demand.

e. The Key players in the Telecom Market in India

1. Nokia
2. Motorola
3. Samsung
4. LG
5. Sony Ericsson

Nokia
In 1865, an engineer named Fredrik Idestam established a woodpulp

mill

and

started manufacturing paper in southern Finland near the banks of a

river.

Those

were the days when there was a strong demand for paper in the
industry,

the

companys sales achieved its high-stakes and Nokia grew faster and
faster.

The

Nokia exported paper to Russia first and then to the United Kingdom
and

France.

The Nokia factory employed a fairly large workforce and a small

community

grew

around it. In southern Finland a community called Nokia still exists on the
riverbank
of Emkoski.
Finnish Rubber Works, a manufacturer a Rubber goods, impressed with
the

hydro-

electrcity produced by the Nokia wood-pulp (from river Emkoski),

merged

up

and

started selling goods under the brand name on Nokia. After World
War

II,

it

acquired a major part of the Finnish Cable Works shares. The Finnish
Cable

Works

had grown quickly due to the increasing need for power transmission and
telegraph
and telephone networks in the World War II. Gradually the ownership of
the

Rubber

Works and the Cable Works companies consolidated. In 1967, all the 3
companies
merged-up to form the Nokia Group. The Electronics Department
generated

of

the Groups net sales and provided work for 460 people in 1967, when
the

Nokia

Group was formed.

In the beginning of 1970, the telephone exchanges consisted of electromechanical
analog switches. Soon Nokia successfully developed the digital switch
(Nokia

DX

200) thereby replacing the prior electro mechanical analog switch. The
Nokia
200

DX
was

embedded

well

with

high-level

as

computer

language

as

Intel

microprocessors which in turn allowed computer-controlled telephone

exchanges
to be on the top and which is till date the basis for Nokias network
infrastructure.
Introduction of mobile network began enabling the Nokia production to
invent

the

Nordic Mobile Telephony(NMT), the worlds very first multinational

cellular

network in 1981. The NMT was later on introduced in other countries.

Very soon Global System for Mobile Communication (GSM), a digital
mobile telephony, was launched and Nokia started the development of
GSM phones. Beginning of the 1990 brought about an economic
recession in Finland. (Rumour has it that Nokia was offered to the
Swedish telecom company Ericsson during this time which was
refused) Due to this Nokia increased its sale of GSM phones that was
enormous. This was the main reason for Nokia to not only be one of the
largest but also the most important companies in Finland. As per the
sources, in August 1997, Nokia supplied GSM systems to 59 operators in
31 countries.
Slowly and steadily, Nokia became a large television manufacturer
and

also

the

largest information technology company in the Nordic countries.

During

the

economic recession the Nokia was committed to telecommunications.

The

2100

series of the production was so successful that inspite of its goal to

sell

500,000

units, it marvellously sold 20 million. Presently, Nokia is the number 1

production

in

digital technologies, it invests 8.5% of net sales in research and

development.

Also

has its annual Nokia Game.

Enter to Global System Communication
Nokia Corporation (Nokia), a Finland based company incorporated in
1967,

is

the

leading manufacturer of mobile devices and mobile networks in the

world.

Over

the

years, Nokia has evolved from a pulp, rubber and cables manufacturing
company

to

a major manufacturer of wireless devices and networks. Nokia offers a

wide

range

of mobile devices with experiences in music, navigation, video,

television,

imaging,

games and business mobility. It also provides equipment, solutions and

services

for

network operators, service providers and corporations. The company

offers

its

products in 150 countries across the world. It is headquartered in

Espoo,

Finland

and employs about 68,500 people.

The company recorded revenues of E41, 121 million during the fiscal
year

ended

December 2006, and an increase of 20.3% over 2005. The operating

profit of the

company was E5, 488 million during fiscal year 2006, an increase of
18.3%

over

2005. The net profit was E4, 306 million in fiscal year 2006, an increase
of

19.1%

over 2005.
Nokia Corporation manufactures mobile devices principally based on
global

system

for mobile communications, code division multiple access (CDMA), and

wideband
CDMA (WCDMA) technologies. The company operates in three
divisions:
Multimedia, Enterprise Solutions, and Networks. The Multimedia division
focuses

on

bringing connected mobile multimedia to consumers in the form of

advanced

mobile

devices, including 3G WCDMA mobile devices

and solutions.

The

Enterprise
Solutions division enables businesses and institutions to extend their use
of

mobility

from mobile devices for voice and basic data to secure mobile access,
content,

and

applications. Its solutions include business-optimized mobile devices for

end

users,

a portfolio of Internet portfolio network perimeter security gateways,

and

mobile

connectivity offerings. The Networks division provides network

infrastructure,
communications, and networks service platforms and professional
services

to

operators and service providers. Nokia Corporation is based in Espoo,

Finland.

Motorola

MOTOROLA Electronics a wholly owned subsidiary of MOTOROLA

Electronics
wasestablished in January, 2003 after clearance from the Foreign
Investment
Promotion Board(FIPB). The trend of beating industry norms started
with the fastest ever-nationwide launch byMOTOROLA in a period of 4
and 5 months with the commencement of operations in May 2003.
MOTOROLA set up a state-of-the art manufacturing facility at Greater
Noida, near Delhi, in 2004, with an investment of Rs 500 Crores.
During the year 2001, MOTOROLA also commenced the home
production for its eco-friendly Refrigerators and
assembly

line

for

manufacturing unit.

its

PC

Monitors

at

its

established
Greater

its

Noida

The Greater Noida manufacturing unit line has been designed with
the

latest

technologies at par with international standards at Korea and is

one

of

the

most Eco-friendly units amongst all MOTOROLA manufacturing

plants

in

the

world.
The year 2001 witnessed MOTOROLA becoming the fastest
growing
company in the consumer electronics, home appliances and
computer
peripherals industry. The company had till the month of
October 2001 achieved a cumulative turnover of Rs 5000 Crores
in India since its inception in 2003 , making it the fastest ever Rs
5000 Crores clocked by any company in the Indian consumer
electronics and home appliances industry. Having achieved this
milestone, MOTOROLA achieved another benchmark with the first
ever sales of One Lakh ACs (Windows and Splits) in a calendar
year. MOTOROLA is poised to surpass its turnover target of Rs.
2700 Crores this year and clock a turnover of Rs. 3000 Crores.
This year, MOTOROLA has emerged as the leader in Colour
Televisions, Semi Automatic Washing Machines, Air Conditioners,
Frost-Free

Refrigerators

and

Microwaves

Ovens.

In

Colour

Televisions having set the sales target of one million units of Color
Televisions for 2002, MOTOROLA has already achieved the one
million mark in the month ahead of its target.
MOTOROLA

Electronics

India

company

is

the

in

fastest

growing

the

consumer electronics, home appliances and computer peripherals

industry
today.
MOTOROLA

Electronics

is

continually

providing

superior

technology products & value for money to over 50 lacs households

in India.

Samsung
The Samsung Group is the world's largest conglomerate. It is South
Korea's

largest

chaebol and composed of numerous international businesses, all united

under

the

Samsung brand, including Samsung Electronics, the world's largest

electronics
company, Samsung Heavy Industries, one of the world's largest
shipbuilders

and

Samsung Engineering & Construction, a major global construction

company.

These

three multinationals form the core of Samsung Group and reflect its
name

the

meaning of the Korean word Samsung is "tristar" or "three stars".

The Samsung brand is the best known South Korean brand in the world
and

in

2005,

Samsung overtook Japanese rival Sony as the world's leading consumer

electronics
brand and became part of the top twenty global brands overall. It is also
the

leader

in many domestic industries, such as the financial, chemical,

retail

and

entertainment industries. Samsung's strong influence in South Korea

is

visible

throughout the nation, and is sometimes called the 'Republic of Samsung'.

The 1990s saw Samsung rise as an international corporation. Not only did
it acquire
a number of businesses abroad, but also began leading the way in certain
electronic
components. Samsung's construction branch was awarded a contract to
build one of

the two Petronas Towers in Malaysia, Taipei 101 in Taiwan and the Burj
Dubai in
United Arab Emirates (founded by Callum Cuirtis), which is the tallest
structure ever
constructed. In 1996, the Samsung Group reacquired the Sungkyunkwan
University
foundation. In 1993 and in order to change the strategy from the
imitating costleader to the role of a differentiator, Lee Kun-hee, Lee Byung-chulls
successor, sold
off ten of Samsung Group's subsidiaries, downsized the company, and
merged other
operations to concentrate on three industries: electronics, engineering,
and
chemicals (Samsung Electronics).
Samsung is the world's largest manufacturer of Televisions and
various
consumer electronics.

other

Samsung is the world's second largest mobile phone maker.

Compared to other major Korean companies, Samsung survived
the

Asian

financial crisis of 1997-98 relatively unharmed. However, Samsung

Motor

Co,

a $5 billion venture was sold to Renault at a significant

loss.

Most

importantly, Samsung Electronics (SEC) was officially spun-off

from

the

Samsung Group and has since come to dominate the group

and

the

worldwide semiconductor business, even surpassing worldwide

leader

Intel

in investments for the 2005 fiscal year. Samsung's brand strength

has

greatly

improved in the last few years.[9]

Samsung became the largest producer of memory chips in the
world

in

1992-

Samsung, the world's second-largest chipmaker after Intel, see

Worldwide
Top 20 Semiconductor Market Share Ranking Year by Year. [10]. In
1995,

it

built its first liquid-crystal display screen. Ten years later, Samsung
grew

to

be the world's largest manufacturer of liquid-crystal display

panels.

Sony,

which had not invested in LCDs, contacted Samsung to cooperate.

In

2006,

S-

LCD was established as a joint venture between Samsung and

Sony

in

order

to provide a stable supply of LCD panels for both manufacturers.

S-LCD

is

owned by Samsung and Sony 51% to 49% respectively and

operates its factories and facilities in Tangjung, South Korea.

In 2008, Samsung became the largest mobile phone maker in

the

United

States and 2nd largest mobile phone maker in the World.

LG
The LG Group is South Korea's third largest chaebol and is a multinational
conglomerate
that produces electronics, mobile phones, and petrochemical products
and

operates

subsidiaries like LG Electronics, LG Telecom, Zenith Electronics and LG Chem

in

over

80

countries.LG Group founder Koo In Hwoi established Lak Hui Chemical

Industrial

Corp.

in 1947. As the company expanded its plastics business, it established

GoldStar

Co.,

Ltd.,

(currently LG Electronics Inc.) in 1958.In 1959, Goldstar produced Korea's

first

radio.

Many consumer electronics were sold under the brand name GoldStar,
while

some

other household products (not available outside South Korea) were sold
under

the

brand name of Lucky. The Lucky brand was famous for its hygiene products
line

such

as

soaps and Hi-Ti laundry detergents, but most associated with its Lucky
and

Perioe

toothpaste.In 1995, it was renamed "LG", the abbreviation of "Lucky

GoldStar".

More

recently, the company associates its tagline "Life's Good", with the letters
LG.Since

2001,

LG has two joint ventures with Royal Philips Electronics: LG Philips

Display

and

LG.Philips LCD. LG has entered into a joint venture with Nortel

Networks

and

has

created LG-Nortel Co. Ltd.LG also has a joint venture with Hitachi,
Hitachi-LG

Data

Storage, which manufactures optical data storage products like DVD-ROM

drives,

CD

writers, etc. LG acquired American television manufacturing company Zenith

in

1999.

LG Electronics is the world's second biggest maker of Televisions and

third

biggest

marker of LCD TVs and Mobile Phones. With headquarters in the LG Twin
Towers

on

Yeouido, Seoul, LG Electronics is the flagship company of LG Group, one of

the

world's

largest Conglomerate. The company has 75 subsidiaries worldwide that

design

and

manufacture televisions, home appliances, and telecommunications

devices.

LG

Electronics owns Zenith Electronics and controls 37.9 percent of LG Display.

By

2005,

LG was a Top 100 global brand and in 2006, LG recorded a brand growth of
14%.Now
the world's largest plasma panel manufacturer, its affiliate, LG Display, is
one

of

the

largest manufacturers of liquid crystal displays. Also in 2006, the

company's

mobile

phone division, LG Mobile, marketed the LG Chocolate phone, changing the

company's
image of the maker of thick 3G phones. It now focuses on the design and
marketing

of

phones such as the LG Shine, the LG Glimmer and LG Prada (KE850). As a

result,

the

company was picked as "The Design Team of the Year" by the Red Dot
Design Award in

2006~2007 and is often called the "New Apple" in the industry and online
communities.
In 2006, its net income was $226 million, on total revenues of $24.7
billion.

The

company was originally established in 1958 as GoldStar, producing

radios, TVs,
refrigerators, washing machines, and air conditioners. The LG Group was a
merger

of

two Korean companies, Lucky and GoldStar, from which the abbreviation
of

LG

was

derived. The current "Life's Good" slogan is a backronym. Before the

corporate

name

change to LG, household products were sold under the brand name of
Lucky,

while

electronic products were sold under the brand name of GoldStar . The
GoldStar

brand

is

still perceived as a discount brand.In 1995, GoldStar was renamed LG

Electronics,

and

acquired Zenith Electronics of the United States. LG Solar Energy is a

subsidiary

formed

in 2007 to allow LG Chem to supply polysilicon to LG Electronics for

production

of

solar

cells. In 2008, LG took its first dive into the solar-panel manufacturing
pool,

as

it

announced a preliminary deal to form a joint venture with Conergy. Under

the

deal,

set

to be completed by year's end, LG would acquire a 75 percent stake in

Conergy's
Frankfurt solar-panel plant
Mobile communications
LG Electronics is the world's third largest handset maker.

Digital appliance

Sony Ericson

Corporate structure
Sony Ericsson Mobile Communications is a global provider of mobile
multimedia
devices, including feature-rich phones, accessories and PC cards.
The

products

combine powerful technology with innovative applications for mobile

imaging,
music, communications and entertainment. The net result is that Sony
Ericsson

is

an

enticing brand that creates compelling business opportunities for mobile

operators
and desirable, fun

productsfor

end

users.

Sony

Ericsson

Mobile

telecommunications

Communications

leader

Ericsson

was

and

established

consumer

in2001

electronics

powerhouse Sony Corporation. The company is owned equally by

Ericsson and Sony and announced its first joint products in March 2002.
Sony Ericsson products have universal appeal and are different in the
key areas of imaging, music, design and applications. The company
has

launched

products

that

make

best

use

of

the

major

mobile communications technologies, such as the 2G and 3G platforms,

while enhancing its offerings to entry level markets.
Sony

Ericsson

undertakes

product

research,

design

and

development, manufacturing, marketing, sales, distribution and

customer services. Global management is based in London, and R&D
is in Sweden, UK, France, Netherlands, India, Japan, China and the US.
The management team is led by President Hideki Komiyama, a former
senior executive of Sony Europe and one of the key players in the
growth of Sony in Europe; and Executive Vice-President and Head of
Sales Anders Runevad, the former President Ericsson Brazil.
Industry

accolades

As new products are introduced to end user acclaim, existing products

continue

to

receive accolades and Sony Ericsson is today accepted as a world

leader

in

design

and innovation. The globally acclaimed T610 and later generations of the
companys
product portfolio frequently win awards. The GSM Association voted the
V800

as

Best 3G Handset for 2004, a fully-featured phone made for Vodafone

with

the

full

range of mobile entertainment features and multi-directional camera, and

the

K750i

received the TIPA Award 2005/2006 for Best Mobile Imaging Device,
chosen

by

31

by

leading European photography/imagining magazines and judged

on

quality,

performance and value for money. In February 2007 the GSM Association
presented
Sony Ericsson with the Best 3GSM Mobile Handset award for the K800
Cyber-shot
phone.

Innovation in partnership
Sony

Ericsson

strives

to

be

applications,
partnerships

cutting

edge

provider

of

forging
with

developers

agreement

and

content

providers.

Strategic

with

partners such as Sony BMG is one way in which the company is

bringing

the

best

and latest in entertainment content to its users. Sony Ericsson has also
activated

global sponsorship deal with the Womens Tennis Association Tour,

which

was

renamed the Sony Ericsson WTA Tour in January 2005. The sixyear title
sponsorship is an unprecedented opportunity for Sony Ericsson to offer
tennis

fans

new ways to experience the game through mobile technology,

connectivity

and

content. In the mobile gaming market Sony Ericsson took the lead in
2004,

being

the

first to launch Java 3D-enabled handsets, and is forging ahead to bring

3D
a wider audience.

gaming

to

f. OBJECTIVES OF THE STUDY

The Primary Objective was to study the perception & buying behavior
of students towards various mobile brands.
The Secondary Objectives of this study were to identify:
To know about the student preference level associated with
different
mobile phones.
To find out the students satisfaction towards the various mobile
phones.
Major features, which a customer looks for in a mobile before
making a
purchase.
Factors that influence decision-making in purchasing a mobile phone.
To know which advertisement media puts more impact on the
buying
decision of students.
Factors, which help in increasing the sale of mobile phones.

2. RESEARCH METHODOLOGY
a. SAMPLING METHODOLOGY:
Sample Size 250 respondents
Sample Unit- Students of Graduation and the Post Graduation have
been taken as sample unit.
Sampling Area - Ghaziabad.
Sampling Technique - Random Sampling technique

b. RESEARCH DESIGN: Visited the students across Ghaziabad & gathered information required
as per the questionnaire.
The research design is probability research design and is descriptive research.

c. DATA COLLECTION:
Primary data has been used by me in the form of Questionnaire &
Observation, which are the two basic methods of collecting primary
data, which suffices all research objectives.
Secondary data sources like catalogue of the company, product range
book

of

the

company & various internet sites such as motorola.com & google.com

have
used.

been

3. DATA ANALYSIS AND INTERPRETATION

Q-1 Sex ratio of the respondents
Table Number - 1

PARTICULARS

NUMBER

%AGE

MALE

139

55.6

FEMALE

111

44.4

160
140
120
100
80

Number of the
Respondents

60

Percentage of the
Respondents

40
20
0
Male

Female

Interpretation:
The graphical representation of the table shows that out of the 250
Respondents, 139 were male and 111 were female.

Q.2- occupation of the Respondents Family

Table Number - 2
PARTICULARS

NUMBER

%AGE

Service

109

43.6

Professional

34

13.6

Business

76

30.4

Others

31

12.4

Total

250

100

120
100
80

Number of the

60

Respondents

40

Percentage of the
Respondents

20
0
Service

Professional Business

Others

Interpretation
The graphical representation of the table shows that out of the 250
respondents, 109 respondents belong to the service family, 76 were
from business, 34 were from the professional and 31 were from the others
family.

Q- 3 Income level of the respondents family

Table Number- 3
PARTICULARS

NUMBER

%AGE

Less than 15,000

101

40.4

15,001-25,000

61

24.4

25,001-35,000

52

20.8

35001 & above

36

14.4

250

100

Total

120
100
80

Number of the Respondents

60

Percentage of the
Respondents

40
20
0
Less than
15,000

15,00125,000

25,00135,000

35,001 &
above

Interpretation
The graphical representation of the table shows that out of the 250
respondents, 101 respondents were from the family whose income
is less than 15,000, 61 respondents were from the family whose
income is between the 15,001 - 25,000, 52 respondents were from the
family whose income is between 25,001- 35,000 and rest were from the
family whose income is above 35,001.

Q-4. Educational Backgroud of the Respondents parents

Table Number- 4
PARTICULARS

NUMBER

%AGE

High school

34

13.6

Intermediate

23

9.2

Graduate

89

35.6

Post graduate

98

39.6

Other

2.4

Total

250

100

120
100
80
60

Number of the
Respondents

40

Percentage of the
Respondents

20
0

Interpretation:
The graphical representation shows that out of the
respondents,
98

250

respondents parents are post graduate, 89 respondents parents are

graduate,

34

respondents

parents

are

high

school,

intermediate and rest have others educational background.

23

are

Q-5 - Which mobile phone you are using?

Table No. 5
S.NO

Name of the Mobile

Number of the

Percentage of

Phones

Respondents

Respondents

Nokia

155

62

Samsung

2.4

Sony Ericson

34

13.6

LG

22

8.8

Motorola

22

8.8

Others

11

4.4

Total

250

100.0

Number of the Respondents with Various Mobile

Phones
180
160
140
120
100
80
60
40
20
0

No of the respondents
Percentage of
Respondents

Interpretation
Out of the 250 respondents, 155 are using the Nokia phones, 34 are
using the Sony Ericson, 6 are using the Sumsung, 22 are using the LG,
22 are using the Motorola and 11 are using the Others.

Q.6 - How long you are using the mobile phones?

Table No.- 6

S.NO

Time Period of using

Number of the

Percentage of

the mobile phones

Respondents

Respondents

Less than 1 year

48

19.2

1-2 years

75

30

2-4 years

56

22.4

Above 4 years

71

28.4

250

100.0

Total

Number of the Respondents on the basis of usage time period

80
70
60
50
40

Number of the Respondents

30

Percentage of the Respondents

20
10
0
Less than 1
year

1-2 year

2-4year

Above 4 year

Interpretation
Out of the 250 respondents 48 are using for less than year, 75 are
using

for

2years, 56 are using for 2-4 years, 71 are using for above 4 years.

1-

Q.7- How often do you change your mobile phone?

Table No.- 7

S.NO

Frequency of

Number of the

Percentage of

changing the mobile

Respondents

Respondents

phones
1

Less than 1 year

59

23.6

1-2 years

88

35.2

2-4 years

43

17.4

Above 4 years

60

24

250

100.0

Total

Number of the Respondents on the basis of frequency of

changing the mobile phones
100
90
80
70
60
50
40
30
20
10
0

Number of the Respondents

Percentage of the Respondents

Less than 1
year

1-2 year

2-4year

Above 4 year

Interpretation
Out of the 250 respondents 59 are using for less than year, 88 are
using

for

2years, 48 are using for 2-4 years, 60 are using for above 4 years.

1-

Q.8 What will you be willing to pay for a mobile phone by

respondents.
Table Number- 8
PARTICULARS

NUMBER

%AGE

Less than 10,000

142

56.8

10,000 to 20,000

86

34.4

20,001 to 40,000

15

Any amount

2.8

Total

250

100

160
140
120
100

Number of the
Respondents

80

Percentage of the
Respondents

60
40
20
0
Less than
10,000

10,00120,000

20,00140,000

any
amount

Interpretation:
The graphical representation shows that out of the
142

250 respondents,

respondents were willing to spend less than 10,000, 86 were willing

to spend between 10,001 to 20,000, 15 were willing to pay betweem
20,001 to 40,000 and rest were ready to pay any amount.

Q-9 . Consider the TV advertisement you like most -what brand is it

promoting by respondents.
Table Number- 9
PARTICULARS

NUMBER

%AGE

Nokia

122

48.8

Samsung

43

17.2

Sony Ericson

42

16.8

LG

11

4.4

Motorola

24

9.6

Iphone

.8

Blackberry

1.6

Other

.8

250

100

Total
140
120
100
80

Number of the
Respondents

60

Percentage of the
Respondents

40
20
0

Interpretation:
Out of the 250 respondents, 122 like the Nokia advertisement most,
43

like

the

samsung, 42 like the Sony Ericson, 24 like the Motorola, 11 like the LG
and
others.

rest

like

4. CHI- SQUARE ANALYSIS

Chi- square analysis on the relationship between gender and
time
period of usage the mobile phone.
GENDER

LESS THEN 1-2 YEAR

2-4 YEAR

1 YEAR

ABOVE 4

Total

YEAR

MALE

23

38

32

45

138

FEMALE

25

36

25

26

112

TOTAL

48

74

57

71

250

Ho; there is no significant relationship between the gender and time

period of using the mobile phone.
H1; there is a significant relationship between the gender and time
period of using the mobile phone.
O

23

26.5

12.25

.462

25

40.8

7.84

.192

38

31.4

.36

.011

36

39.2

33.64

.858

32

21.5

12.25

.570

25

33.2

7.84

.236

45

25.5

.25

.009

26

31.9

34.81

1.091

3.429

X2 = (O-E)2 / E = 3.429
Number of degree of freedom:

(O-E)2

(O-E)2/E

ndf = (row-1) (column -1)

= (2-1) (4-1)
=3
Table value of x2 at 1% level of significant = 7.78
Conclusion
Thus calculated X is less than the tabulated X . X calculated =3.429<X
square=7.78. So we will accept null hypothesis that is there is no
difference significance relationship between gender and time period of
change the mobile phones.
CHI-SQUARE ANALYSIS ON THE RELATIONSHIP
BETWEEN
INCOME AND SPENDING ON MOBILE PHONES
Income/
Spending

Less than

10,000-

20,000-

40,000 &

10,000

20,000

40,000

above

Amount
Less than

Total

66

27

101

35

23

61

29

20

52

10

18

36

140

88

15

250

15,000
15,000 25,000
25,00035,000
35,000 &
above
Total

Ho; There is no significant relationship between the income and

spending on the mobile phones.
Ha; There is a significant relationship between the income and
spending on the mobile phones.

(O-E)2

(O-E)2/E

66

56.66

89.11

1.57

35

34.16

.70

.02

29

29.12

.01

.00

10

20.16

103.2

5.11

27

35.55

73.10

2.05

23

21.47

2.34

.11

20

18.30

2.89

.16

18

12.67

28.40

2.24

6.06

4.24

.70

3.66

.435

.12

3.12

4.49

1-44

2.16

23.42

10.84

2.82

1.39

.50

1.70

2.89

1.7

1.45

.30

.21

26.77

X2 = (O-E)2 / E = 26.77
Number of degree of freedom:
ndf = (row-1) (column -1)
= (4-1) (4-1)
=9
Table value of x2 at 1% level of significant = 14.7
Conclusion:
HO is rejected since the calculated value of x2 (26.77) more than the
table value of x2 (12.59) hence there is a significant relationship
between income and spending on mobile phones.

CHI-SQUARE

ANALYSIS

ON

THE

RELATIONSHIP

BETWEEN
Gender

AND Frequency of changing the

MOBILE

PHONES
GENDER

LESS THEN 1-2 YEAR

2-4 YEAR

ABOVE 4 Total

1 YEAR

YEAR

MALE

38

45

23

33

139

FEMALE

21

43

20

27

111

TOTAL

59

88

43

60

250

Ho; There is no significant relationship between the income and

frequency of changing the mobile phones.
Ha; There is a significant relationship between the income and
frequency of changing the mobile phones.
O

(O-E)2

(O-E)2/E

38

32.80

27.04

.82

45

48.92

15.36

.31

23

23.90

.04

33

33.36

.13

.00

21

26.20

27.04

1.03

43

39.07

15.44

.40

20

19.09

.82

,04

27

26.64

.13

.00

E
X2 = (O-E)2 / E = 2.64
Number of degree of freedom:
ndf = (row-1) (column -1)
= (2-1) (4-1)
=3

2.64

Table value of x2 at 1% level of significant = 7.78

Conclusion:
HO is accepted since the calculated value of x2 (2.64) less than the table
value of

x2 (7.78) hence there is no significant relationship between

gender and frequency of changing the mobile phones.

5. FINDINGS
Nokia is the most favorite brand of the college student.
35% student change their mobile phones within 1to2 years
30% students are using the mobile phones since last 1 to 2 years.
51% students are ready to pay for a mobile phone less than
10,000 and they spend according to their family income.
49% students like the Nokia advertisement most.
Mostly students use the mobile phones for talking, SMS and for
using the GPRS function.
Mostly students have handsfree, bloothooth and memory card.
Almost all students are aware about the GPRS, Blootooth and
MMS service but least students are aware about the 3G function.
Most favourite brand among the college students is Nokia and
the least favorite brand is LG.
Appearance, Price, Brand Image and advertisement are the
important factors for the students while purchasing mobile phones.
Mostly students prefer slim, medium in weight and large in size
handset Mostly students see advertisement on television
Story, spokesperson and the music are the important factor in
advertisement Mostly students have the hanging and service
problem with the Nokia.

6. RECOMMENDATIONS
Nokia should provide better service and try to solve the hanging problem
Cellular companies should increase the awareness about the 3G service.
Companies should offer more range of Rs. 10,000 or less than 10,000.
LG and Samsung should try to expand its market share and also
should try to increase the awareness through the television
advertisement.
All companies should increase their distribution channel.
The companies should continue to work on the Strategy of
T.Q.M (Total Quality Management)
Consumers do not get satisfied with the promotional policies of the
companies. New techniques of promotion is required to create
awareness about the entire range of companies products.

7. LIMITATIONS
A small sample size of 250 students is taken, so we can not draw
inferences about the population from this sample size.
Time period is short and resource constraints.
The scope of the project is limited to the city of Ghaziabad. So, we
cannot say that the same response will exist throughout India.
This study is based on the prevailing students satisfaction. But the
students
satisfaction may change according to time, fashion, technology,
development,
etc.

8. BIBLIOGRAPHY
BOOKS:

MARKETING MANAGEMENT -

V.S. Ramaswamy,
S.Namakumari

RESEARCH METHODOLOGY OPERATION RESEARCH -

C.R.Kothari
Vittal

Web Resources:

Error! Hyperlink
reference not valid.
http ://www.nokia.com/t-aboutus-ttsl-organization. aspx
http://www.samsung.co
.in/webapp/Aboutus/aboutushome.js
http ://www.LG.com/LG.portal? nfpb=true&pageLabel=LG
Page
AboutLG
http://www.motorola.co.in/about.htm
www.google.com
www.scribd.com

9. ANNEXURE

Questionnaire
Section A: Personal Informations
1. Name:
2.(a) Age:
(b) Gender

Male Female
3. Occupation of Father

Service

Professional

Business

Others
Specify

4. Income Level (per month)

Less than 15,000

15,001 - 25,000

25,001 - 35,000

35,001 & above

5. Educational Background ( Parents)

High School

Intermediate

Graduate

Post Graduate

If Other

Specify

Section B: About mobile phones

6) Which mobile phone you are using.

A) Nokia

C) Sony Ericson

B) Samsung

D) LG

E) Motorola

F) iPhone

G) Blackberry

H) Others

Specify

7) Please write the model of your phone

le: Nokia 1100, Ericson k800i, etc.)

8) How long you are using the mobile phone

Less than 1 year

1 - 2 years

2 - 4 years

Above 4 years

9) What are the reasons for using the above mentioned model.

A) WAP

B) Just to talk on it

C) Use GPRS function

D) Receive Email & SMS

E) Down Load Files

F) Others (Specify

10) How often do you change your mobile

phone

Less than 1 year

1 - 2 years

2 - 4 years

Above 4 years

11) What phone Accessories do you have?

A) Handsfree
B) Bloothooth Head Set

C) USB Data Cable

D) Memory Card (SD Card)

E) Others(Specify

12) Latest Mobile facilities which you are aware of:(Can tick multiple boxes of the facilities you know.)
A) GPRS

B) 3G

C) MMS

D) BLOOTOOTH

E) INFRARED

G) OTHER FACILITIES (Specify)

F) VIDEO CALL

13) What is your favourite brand in Mobiles?

(Please choose your 3 favorite brands in order of preference from the brands in the
table

below.

1-

most favorite,
3-least favorite.)

A) Nokia

B) Samsung

C) Sony Ericson

D) LG

E) Motorola

G) Blackberry

H) Others

Specify the brand.

14) Why you like the brands you chose above? (Please indicate the important
of below factors when you choose the brands. 1-very important, 2-somewhat important,
3-neither important nor unimportant, 4-less important, 5- unimportant.)

A) Advertisement

B) Appearance

C) Price

D) Functions

E) Quality

F) Brand Image

G) Service

H) Recommended by friends

I) Others

Specify.

15) Do you prefer phones to be

Slim or

medium or

thick

Light or

medium or

heavy

Small or

medium or

large

16) What would you be willing to pay for a mobile

phone

Less than 10,000

10,001 to 20,000

20,001 to 40,000

Any amount( Specify

17) Where did you often see the mobile advertisement?

A) TV
C) Magazine
E) Outdoor
G) Leaflets
H) Others (specify

B) News Paper

D) Online

F) Radio

18) Consider the TV advertisement you like - what brand is it promoting

A) Nokia

B) Samsung

C) Sony Ericson

D) LG

E) Motorola

F) iPhone

G) Blackberry

H) Others

Specify

19) Which of the following would impress you the most?

(Please indicate the important of below factors when you choose the brands. 1-very
important,

2-

somewhat important, 3-neither important nor unimportant, 4-less important, 5unimportant.)

A. Slogan

B. Picture

C. Color

D. Story

E. Spokesperson

F. Music

G. Others
H. Recommended by
Friends
I. Others (Specify)

20.) Are there any general comments you would make about what
you like/dislike about mobile phones? (This could be pricing, location
of sales, reception, colour, memory, or anything else.)