A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

Chapter-1

Introduction

1.1 Definition:

The practice of marketing is to create a symbol, a name and design which identify and
differentiate a product from other products. The effective brand strategy gives a major part in
increasing the sales from the competitive market. Branding is a concept that expends the brand
name of marketing. The companies brand usually represents the market identity and their
reputation for trust worthiness. The brand marketing is very much important for the business and
to develop new technologies and providing the logistic support other business. Brand marketing
influences the decision to find the variety of customers and consumers. To develop a brand
campaign, companies need to work to increase the customer’s awareness of their reputation.

1.2 Brand Building:

Brand Building is to create and generate the awareness, establishing and promoting the company
business strategies and tactics. Brand Building is to enhance the brand equity by using the
promotional strategies and the advertisement campaigns. Brand development is the process of
creating and strengthening the brand

1.3 Brand development strategy:

1) A strong and well differentiated brand will help the firm to grow much easier.
2) Identifying the targeted clients.
3) Research the targeted client group.
4) To develop brand positing.
5) To develop the messaging the strategy.
6) To develop the name, logo and the tagline.
7) To develop the marketing strategy.
8) To develop professional website.
9) To build the marketing toolkit.
10) To implement brand developing process and tracking.

1|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

1.4 Important of branding:

Branding is important for all business sizes to increase their value, employee’s motivation
and direction to acquire the new customers very much easier. The branding creates trust and
quality of services. It also improves the recognition and supports the marketing effort which
helps to motivate the employees and to generate the new business revenue.

Brand preference

OnePlus:

It is smart phone found at by Pete Lau (CEO) and Carl Pei in the year December 16 2013.
According to the government of china, the only stockholder in OnePlus is “OPPO” electronics.
The main goal of the company is to design a smart phone with would balance the high quality
with lower price than other phones. The company’s first device of OnePlus One on 23 rd April. In
December 2014 in India OnePlus One launched the mobile sale through amazon. In April 2014,
Han Han is appointed as the product ambassador in main land China. OnePlus serves in 34
countries.

Vivo:

Vivo is a Chinese technology company owned by BBK electronics which makes smart
phones, accessories, software and online services. Vivo was found at in the year 2009. It began
its international expansion in the year 2014. In October 2015 Vivo was the little sponsor of the
Indian Premier League under two years deal which started in 2016. In July 2017, the deal was
extended till 2022.Vivo is operating more than 100 countries around the world.

Samsung:

Samsung was founded by Lee Byung Chul in the year 1938. In the late 1960’s Samsung
entered electronic industries. Samsung has increased its globalized activities in 1990, in mobile
phones and semi-conductors. Samsung is the 6 th highest global brand as of 2017. South Korea’s,
Samsung has a powerful influence in politics, economic development, media and culture.

2|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

Redmi:

Redmi is a sub-brand owned Xiaomi by the Chinese. The company first introduced budget
smartphone in July 2013. Xiaomi MIUI user interface on top of aneroid was used by Redmi
phones. In 2016 the dual camera system in mobile phones was introduced by Redmi. It is
operating in several Asian and European countries. The Most important difference from other
smartphones is that Redmi users less expensive components, so it is cost effective.

iPhone:

iPhone is a smartphone designed and marketed by Apple INC. In 29 th June 2007, the first
generation phone was launched. As of January 2017, more than 2.2 million applications are
available in the Apples App Store available for iPhone. In Apple 11 generations of iPhone
models have been released in this the major parts of 11 iOS operating system have also released.
According to the Apple CEO Steve Jobs, The word “i” in “iPhone”, “iPod” and “iPad” stands for
inspired, internet, individual, inform and instruct.

Moto:

Moto is a trade mark owned by Motorola. In 2012 google has purchased Motorola mobility.
Motorola marketed on android devices and manufacture by Motorola mobility, currently the
subsidiary of Lenovo.

LG:

An LG phone was founded in 1958 at Seoul as GoldStarIn 2009 the LG launched its first
aneroid smartphones, and in 2009, and in 2011 the first tablet was launched. The company is
very well known for its flagship G series of smartphones and wide products inclusive of smart
TV’s.

3|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

Review of literature

1. Chu-Mei Liu (2002) [1]

, found the impact brand on manufacturers, retailers and
consumers. The need for mobile phones in Philippines is growing, whereas branded
phones are higher in sales. The service providers and the mobile phone manufacturers
showed cooperation in advertising and promotional activities, for their mutual growth and
this factor helped in originating the brand.

2. Macro Analysis and consumer Research Organization (2004) [2], studied on

the factors that trigger for purchase and awareness to the recent launches of mobile
handset in the market. Exposure to the technology and brand awareness is which triggers
the buying preference of mobile phones. New model technologies that make their life
easier, user friendly and consumer convenience offers are the forecasted need for future
launches.

3. Sriram, Chintagunta and Neelamegham (2004)[3], says various factor are

associated with the buying behavior of mobile phones among which brand is a significant
factor that determines the other factors like Price, feature, durability, appearance and so
on. They relate directly and indirectly as well, which means the technology, feature and
quality used by a mobile phone brand gain a brand name in long run and the brand built
enhances them to decide the price and availability.
4. Ayanwale, Alimi and Ayanbimipe (2005) [4]
on a research about brand loyalty
clearly stated that brand loyalty high influence the brand preference. Certain consumers
are very loyal to a particular brand in their life history, that make them to prefer the same
brand in the future too in spite of competitive brands.

5. Heikki Karjaluoto, Jari Karvonen et al (2005) [5], suggested Mobile phone is a

vast market and it is important to forecast the factors influencing the consumer buying
choice. They used various parameters like price, brand, feature, interface, quality and
appearance. From which they found that brand is the highly influencing variable on all
other parameters, and thus brand influences the buying choice on consumers.

4|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

6. DelVeccio, Henard, Freling (2006) [6]

states that promotional activities are the
initial branding mode for the new mobile launchers. Promotional activities like
advertising, social media, especially dealers and promoters in the mobile shop are the
strong mean for enhancing the brand image. When a new mobile phone launches in the
market the consumer has less idea about the new brands, promoters can easily influence
the consumers. Thus for new launchers promotional factors is a highly influencing
strategy.

5|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

Chapter – II

Objectives:

 To analysis the main features which a student looks in the mobile phone.
 To study the reasons for brand preference for a particular brand in Coimbatore city.
 To study the frequency of moving the mobile phone.
 To study the consumer view and their level of satisfaction towards the usage of the
mobile phone.

1.9 Scope of the study:

This research gives suggestions for the current mobile manufactures and upcoming
companies with useful opinion to enhance their market in the future. This research encompasses
all range of peoples like professional, non-professional, educated and uneducated, genders,
covers all the age groups and classes. Thus the study gives wide range of opinion and suggestion
for the mobile companies. These suggestions help them monetarily by means of profitability, and
non-monetarily by means of brand image and reputation that results them in the long-run.

1.10 Pilot study:

A pilot study was conducted by the researcher to identify the consumer preference to
mobile phone brand and the factors influencing brand preference. For this study the data were
collected from 40 respondents. The researcher undertaken the period of two months that is in the
month November 2018.

1.11 Research methodology:

Research approach:

The research involves two types of research approaches namely, theoretical analysis
approach and empirical evidence. Theoretical analysis approach uses secondary information and
previously research information that provides non-measurable quantitative range of information
which is useful for providing suggestion. Whereas empirical evidence approach uses statistical
data and fresh-hand information for the research, it provides qualitative measurable information

6|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

helpful for findings. The mixed method approach is used in the study on brand preference of
mobile phones. That is, the researcher has used both theoretical analysis and empirical evidence,
so that both the past information and present findings been provided by the researcher to provide
a qualitative study. In my study falls on empirical evidence.

Research techniques:

Two different research techniques are qualitative and quantitative. Qualitative techniques
of research provide non-measureable and valuable information, whereas the quantitative
techniques provide measureable range of information. In this research while developing
questionnaire the researcher has used quantitative techniques such as age, no of mobiles and
range of salary. Similarly qualitative techniques are used enquiring suggestion using open-end
question. Qualitative research is subject to human bias and quantitative does not encompass open
and worthful information of the responders. Thus combinations of qualitative and quantitative
techniques are used in this study on brand preference of mobile phones.

1.12 Data collection:

Primary data are information collected for the current research. These are first-hand
information collected and used only for the current research. The secondary data are information
gathered from articles, journals, previous empirical studies and so on. In this study, the
researcher has used secondary information like previous empirical studies in the review of
literature and research methodology, articles and journals from online and offline to collect the
data about the company information and research subject. The primary data are collected through
distributing the questionnaire to the sample responders and these information are used for the
analysis purpose and for furthermore findings.

1.13 Sample design:

The researcher has used random sampling method to collect the data. The
questionnaire been distributed randomly to the people.

1.14 Sample size:

The sample size of research is 108.

7|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

1.15 Tools used:

From the information gather from the sampling survey the responds are recorded, the
researcher used spss software for data analysis and data representation. The tools used for the
analysis are,

 Simple percentage method:

Simple percentage means out of 100. This method helps in raw streaming of data
for better understanding. Whatever the number of frequency percentage method helps in
easy analysis and data representation.

 Weighted percentage method:

It is the method of assigning weightage to the parameters where scaling and
scoring is necessary to the analysis.
 Rank method:
It is the simplest method to prioritizing the variables.

The researcher used pie chart and bar chart for the data representation.

1.16 Area of study:

The samples are collected from nearby locality of the researcher. The researcher covers major
cities of the Coimbatore. Specifically familiar mobile showrooms in and around Coimbatore.

1.17 Chapter scheme:

Chapter 1: Introduction of the study

This character gives close view of the study what is branding, its importance,
advantages, disadvantages, strategies, brand building, and difference brand in the market. This
chapter gives basic introduction to the study, its objectives and research methodology.

Chapter 2: A review of literature

8|Page Sri Krishna Adithya College Of Arts & Science

A STUDY ON BRAND PREFERENCE OF MOBILE PHONE [Date]

The view of various author with respect to the brand of mobile phones discussed in
various empirical studies are disclosed in the character.

Chapter 3: Company profile

A detail view of branding strategy of different mobile companies is discussed in this

character.

Chapter 4: Data analysis and interpretation

The numerical and pictorial representations of data collected and analyzed are
depicted. The analyzed data are interpreted.

Chapter 5: Finding and suggestion

The interpreted data are furthermore taken into consideration of finding and
suggestion in this chapter. In addition with the information in the review of literature are taken
into consideration for a qualitative finding.

1.18 Limitation:

 The sample is distributed to areas confined to the reach of researcher. The researcher
couldn’t encompass the entire target sample.
 The survey is conducted in one particular time dimension, which is also a major
limitation of the studies.
 This survey covers only a part of consumers that is only the end customers and excluded
online and offline retailers.

9|Page Sri Krishna Adithya College Of Arts & Science