A STUDY ON CUSTOMERS PREFERENCE LEVEL ON

VIVO PRODUCTS
Submitted in partial fulfillment of the requirement for the reward of

BACHELOR OF COMMERCE

by

Priyanka Reddy S

39740182

BACHELOR OF COMMERCE
SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI – 600119

MAY 2022
 SCHOOL OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of PRIYANKA
REDDY.S (39740182)who has done the Project work entitled A STUDY OF
CUSTOMERS PREFERENCE LEVEL ON VIVO PRODUCTS under my supervision
from December 2021 to February 2022.

Dr. S. UMAMAHESWARI
Internal Guide External Guide

Dr. BHUVANESWARI G.
Dean, School of Business Administration

Submitted for Viva voice Examination held on

Internal Examiner External Examiner

 DECLARATION

I PRIYANKA REDDY S (39740182). Hereby declare that the Project Report entitled “A
STUDY ON CUSTOMERS PREFERENCE LEVEL ON VIVO PRODUCTS” done by
me under the guidance of Dr. S. UMAMAHESHWARI, Assistant Professor, School of
Management Studies is submitted in partial fulfilment of the requirements for the award
of Bachelor of Commerce degree.
DATE:

PLACE: CHENNAI PRIYANKA REDDY.S

ACKNOWLEDGEMENT:
I am pleased to acknowledge my sincere thanks to Board of Management of
SATHYABAMA for their kind encouragement in doing this project and for completing it
successfully. I am grateful to them.

I convey my sincere thanks to Dr. BHUVANESWARI G., Dean, School of

Management Studies and Dr. PALANI A., Head, School of Management Studies
for providing me necessary support and details at the right time during the
progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project Guide
Dr. S. UMAMAHESWARI, Assistant Professor of the Department, School of
Management Studies for her valuable guidance, suggestions and constant
encouragement paved way for thesuccessful completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members of the
School of Management Studies who were helpful in many ways for the completion of
the project.

PRIYANKA REDDY S
 TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO

ABSTRACT i

LIST OF TABLES ii

LIST OF CHARTS ii

PROBLEM STATEMENT iv

1 INTRODUCTION

1.1 Introduction 1

1.2 Industry profile 1

1.2.1 Major consumer electronic industry players 2

1.2.2 Latest market research reports on consumer 3

electronics industry.
1.3 Need of the study 3

1.4 Scope and significance of the study. 3

1.5 objectives of the study 3

1.6 Limitation of the study 4

2 2.1 REVIEW OF LITERATURE 5

3 3.1 RESEARCH METHODOLOGY 8

3.2 Research Design 8

3.2.1 Descriptive research design 8

3.3 Sampling technique 8

3.3.1 Structure of the questionnaire 9

3.4 Period of study 10

3.5 Hypothesis / Analytical Tools 10

4 DATA ANALYSIS AND INTERPRETATION

4.1 survey analysis of data 11

4.2 Test – I CHI-SQUARE TEST 36

5 FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings of the Study 37

5.2 Suggestions 37

5.3 Conclusion 38

REFERENCES 38

WEBSITES 38

APPENDIX – I (Questionnaire) 39
 ABSTRACT:

Youths in India are fascinated towards smart phones with latest software and
applications. It has become pride and prestige to have a smart phone with all new
latest features and technology in it. This research article aims to find out their
preference level towards branded smart phone such as vivo. Target respondents
for this study were 69 youths from Chennai in Tamil Nadu. Convenient sampling
method was adopted to choose sample size. Structured questionnaire and
hypothesis were framed and data was collected. Various statistical tools were
adopted for analyzing the data from percentage analysis. By studying customer
satisfaction, vivo can improve the products even better for customers, and its
products or services can better adapt to market demands, thus improving the
scientific and accuracy of Vivo marketing decisions.

i
 LIST OF TABLE

TABLE NO. PARTICULARS PAGE NO.

4.1.1 Age of the respondents 11
4.1.2 Gender of the respondents 13
4.1.3 Educational qualification of the respondents 14
4.1.4 Why do you prefer vivo products of the 16
respondents
4.1.5 What is your occupation of the respondents 18
4.1.6 Since how long have you been using your vivo 19
mobile phone of respondents
4.1.7 Which outlets do you prefer buying your vivo 21
vivo mobiles from?
4.1.8 What do you think about the quality of vivo 23
phones of the respondents?
4.1.9 Which of the following statements is best 25
choice you when purchasing vivo mobile
respondents
4.1.10 How satisfied you are with the user enterprise 27
of the respondents
4.1.11 Do you recommend vivo mobile phone to your 29
friends and relatives of the respondents
4.1.12 Do vivo mobiles phones complete your primary 30
uses like gaming, music and social networking
respondents
4.1.13 Rate the preference on vivo mobile 32
4.1.14 How many vivo mobiles do you have now 33
4.1.15 What the range you are willing to pay for vivo 34
mobiles
4.1.16 Chi-square 36

ii
 LIST OF CHARTS

CHARTS NO. PARTICULARS PAGE NO.

4.1 Age of the respondents 12

4.2 Gender of the respondents 13

4.3 Educational qualification of the respondents 15

4.4 Why do you prefer vivo products of the 17

respondents
4.5 Occupation of the respondents 19

4.6 How long have you been using your vivo mobiles 20
phone of respondents
4.7 Outlets do you prefer buying your vivo mobile 22
respondents
4.8 The quality of vivo mobiles phones of 24
respondents
4.9 Best choice you when purchasing vivo mobiles 26

4.10 Satisfied you are with the user enterprise 28

respondents
4.11 Recommends vivo mobile phone to your friends 30
and relatives’ respondents
4.12 Do vivo mobile phones complete your primary 31
uses like gaming, music and social networking
respondents
4.13 Rate the preference on vivo mobiles 33

4.14 How many vivo mobiles do you have now 34

4.15 The range you are willing to pay for vivo mobiles 35

iii
PROBLEM STATEMENT:

 Youths changes their smart phones very often and purchase new

featured smart phones.

 The existing problem is that why they are changing and which

features in the smart phones makes them to switch over

brands.

 This study aims to analyze the customer preference level on

towards vivo smart phones.

 This study is analyze the customers preference on what kind of

products they like and what kind of the features most of the
customers expect in a smart phones.

 As China's mobile market becomes more saturated, many

Chinese mobile phone brands developed overseas markets in

2012, included vivo. Since now, there have Huawei, OPPO,
Lenovo, Xiaomi, Vivo that most famous Chinese mobile phone
brands in Indian market.

iv
 CHAPTER-1

1.1 INTRODUCTION:
This chapter discusses the background, statement of problem,
intention and scope of the research. The benefits and limitations of this research will also
be included in this chapter. Background China's mobile phone industry has experienced
more than 20 years of highly rapid development, mobile and terminal market competition
is very fierce, Chinese market is saturated, the profit space in the field of traditional
communication letter has been difficult to support the company's long- term
development. Therefore, many Chinese companies choose to switch to international
market to cope with the future market competition and alleviate the pressure. There is no
lack of rapid economic development of southeast Asia countries such as India, India is
the association of southeast Asian nations member states and one of the founders, as
well as the Asia-pacific economic cooperation organization, the Asia-Europe meeting
(ASEM), and the world trade organization members.

The sales of communications equipment, especially smartphones, are largely influenced

by the number of consumers and the ability to consume.

1.2 INDUSTRY PROFILE:

Consumer electronics industry comprises companies that operate by

manufacturing, designing, producing, supplying and distribution of electronic goods,
accessories, equipment’s and appliances. The global consumer electronics industry involves
the manufacture, distribution and sale of communications and entertainment devices such as
digital and video cameras, telephones, stereos MP3 players, DVDs, VCRs, calculators and
televisions. A great deal of manufacturing takes place in regions were labour costs are
relatively low such as Asia. Company profiles are varied, ranging from large multinational firms
employing more than 100,000 workers to small firms producing one product, with less than 50
employees. A major challenge faced by consumer electronics manufacturers of all sizes is
securing copyright to products. Consumer electronics manufacturers continue to focus on
innovation in next generation technology to meet consumer demand.
1
The industry is expected to gain some relief as the economic environment has become more
favourable, seeing consumers less reluctant to dispose of rising disposable income.
Smartphones are expected to continue to boost this sector's growth, and connectivity is
expected to be a key as consumers will seek to link up home and mobile applications and
devices. Factors such as new innovative products, falling selling prices and growing household
incomes, particularly in emerging markets in Asia, Eastern Europe and South America, have
supported demand for consumer electronic products. Market saturation is becoming an issue,
though, and industry players are being forced to innovate and introduce new attractive
products. In 2013, the global consumer electronics manufacturing industry is expected to
generate revenue of $223.6 billion and employ 2.1 million people, and the growing reliance on
the web in business and personal spheres is making close relationships with communications
operators vital.

1.21 21 MAJOR CONSUMER ELECTRONICS INDUSTRY PLAYERS :

The world consumer electronics market is expected to
see yearly growth of 7% between 2012 and 2015, according to RNCOS. The 3D TV will be the
fastest-growing segment, with TV makers adding a 3D feature to their high-definition flat screen
products more systematically. World consumer electronics sales are predicted to record 10%
growth in 2011, reaching almost $965 billion, compared with 13% in 2010 when sales reached
close to $875 billion, reports the Consumer Electronics Association. The global home
entertainment software market generated sales of almost $30 billion in 2010, according to
MarketLine. Console software leads the market, reaching close to $23 billion in 2010, or over
77% of the overall market. Market growth is expected to slow to less than 4.5% yearly through
2015, remaining under $34 billion.

Digital entertainment content demand is fueled by a shift to online and mobile platforms, with
homeowners watching TV and videos on-demand, play games and store music and movie
collections with access from within the home and outside. And more importantly the global
games software market is expected to reach almost $54 billion in 2014, according to
MarketLine. Console games represent almost 90% of the overall market and in regional market

2
terms, the Americas represent 43% of the overall market. Consolidation is a major factor in the
industry, allowing games software sellers to snap up greater market share. Leading products
include Xbox, PlayStation 3 and the Nintendo Wii.

1.22 22 LATEST MARKET RESEARCH REPORTS ON

CONSUMER ELECTRONICS INDUSTRY:
Below mentioned is the list of reports available for on
Consumer Electronics industry. If you are not able to locate the correct report, please use the
search option available on top of this page to search for the right report. You can also chat with
us using the online chat system facility available at the bottom right corner of this page. You
can also send your requirements using the contact form.

We also undertake custom market research projects which can provide reports matching your
specific data requirements. Please send us your custom research project details using
the custom market research form.

1.3 NEED OF THE STUDY:

 To study why customers prefer vivo mobile.

 To know how vivo company makes the customers to prefer their products.

 To study about the customers behavior to prefer vivo mobiles.

1.4 SCOPE AND SIGNIFICANCE OF THE STUDY:

 To find out the factors that influences the customers to buy the vivo mobiles.
 To identify the necessary change in products features and customers feeling
about the vivo phones.

 This study will be useful for the company to necessary changes in price,
designs, apps and etc.

1.5 OBJECTIVES OF THE STUDY:

 To study the customers experience and expectation of vivo mobile.

3
  To analyze the factors influencing the level of marketing strategy.
 To Understand the Customer Satisfaction Level Of vivo mobile.
 To understand marketing mix used by VIVO company.
 5. To understand customers thinking towards the smart phone.

1.6 LIMITATIONS OF THE STUDY:

 The data collected for the research is fully on primary data given by the respondents.

 There is chance for personal bias. So the accuracy is not true.

 Due to storage of time and other constraints, the study has been limited 69 respondents
only.

 Nevertheless the questionnaire did provide relevant data for the study.

 Unwillingness from the part of some consultant and non consultants to respond to the
questionnaire.

4
 Chapter-2

2.1 LITERATURE REVIEW:

 Osman et al 2012, concluded that the selling price is not the most important
factor that affects vivo smartphone purchasing decision, whereas the
consumers perceive other factors such as design, connectivity, and
performance to be more important than the price.

 Nagarkoti 2013, found that customers pay huge money in vivo smart phones for
latest technology and for brands.

 Kaushal and Kumar 2014, inferred that the consumers are using or want to
purchase vivo smartphone because their social circle is using it and hence
they Are also motivated and inspired to use vivo smart phone.

 Liao 2015, concluded that when buying a vivo smartphone, a consumer sees
the brand image more than other factor such as design, integration of
hardware and software, file transfer and display, price of additional,
purchase, price of the phone and camera.

 Mohan 2016, conducted a survey and his findings were vivo smartphones is
just not only the want of customer but a need. Moreover, consumer
perceives brand image while purchasing smartphone and few consumers in
Indian market are brand loyal.

 Rani and Sharma 2017, found that the maximum users purchased the vivo
smartphone for work related purpose. The price, performance, design and
quality factors play an important role for smartphone purchase.

 Mesay sata (2013) in his study “ Factors affecting consumer buying behavior of mobile
phone devices in Hawassa town” and his objective was to find out the factor that

5
 influences the purchase mobile phone devices. The sample size was 246 consumers
and he adopted simple random sampling technique.

 Patrick Hartmann (2005) shows the main motive of brand positioning and brand attitude
perceived by the customers. The study analyzed the emotional stability effected by the
brand of the company, so it must to improve and maintain the identifying the
performance of brand which lead to the success of framework.

 Bhimrao M. Ghodeswar (2008) shows the important elements of brand building in the
mobile industry. As, brand building framework helps to make a good brand and its
elements must be in orders, which create the positioning in the market, shows the
brand performance. Brand building framework helps to easily access the brand
auditing in the market.

 Philip Kotler (2009) analyzed the need of business to maintain the brand not only in the
retail market but also from business to business, which helps in succeeding the
business and its stock performance.

 Shriley Leitch (2013) shows the brand web conceptual framework which helps in
creating the ongoing analysis of brand relationship and brand corporate. This model
related to Today’s corporate world economy which results high and tough competitions.
This model deploys through considering the relationship among the different corporate
brands, identities, goals, strategies, customers which help to make the relevant brand
structure.

 Alina Wheeler (2018) said that the competition is too high which differentiated only by
an identity i.e. Brand and Brand identity which helps to connect with the customers
emotionally and also helps in creating long time relationship.

 P. Jagadeesh 2013 in his research article “Consumers preference and satisfaction

towards mobile phone brands; A study with reference to consumers in Vijayawada” he
assessed the preference level of mobile phone user of different brands.

6
 Amit Sethi and Ajay Chandel 2015 in his paper “consumer buying preference towards
entry level smartphone” investigated about customer buying preference for entry level
smartphones among youths. Sampling method was stratified sampling method and
employed 200 respondents for his study.

 M. Raghupathi and G. Prabhu 2015 in their study “ A study on customer satisfaction

towards smart phone users” and carried out the research among college students. It is
noted from the study that students use mobile phones for accessing the web, to
download apps etc.

 S. K. Koushal and Rakesh Kumar 2016 in their research article “Factors affecting the
purchase intension of smartphone; A study young consumers in the city of Lucknow”
and their objectives were to explore the factors affecting consumers’ purchase intension
of smartphone. The study concluded that compatibility, dependency and social
influence are the factor which influence the purchase of smartphones.

 Deepika Ganlari, Pradeep Kr. Deka and Chandan Dutta 2016 in their paper “A study on
consumer buying behavior of mobile phones” they analyzed the internal and external
factors which influence a consumer’s decision in purchasing a smartphone.

 Rinky Trivedi and Rahul Raval 2016 in their article “Consumer buying intentions
towards smartphones; A conceptual framework and they assessed different factors
affecting buying intentions of customer towards smartphone.

 Robin Sinha 2017 in his article “buying a smartphone: 10 things to consider, ‘”he stated
that due to the features such as quality, display, processor, camera, battery, OS
version, storage, security, USB port. He concluded that it is preferable to purchase
smart phone which has extra security features.

7
 CHAPTER-3

3.1 RESEARCH METHODOLOGY:

Research methods are the techniques and tools by
which you research a subject or atopic. Research methodology involves the learning of
various techniques to conduct research and acquiring knowledge to perform tests,
experiments, surveys, and criticalanalysis.
Research methodology simply refers to the practical “how” of any given piece of
research. It’s about how a researcher systematically designs a study to ensure valid and
reliable results that address the research aims and objectives.

3.2 RESEARCH DESIGN:

A research design is the arrangement of conditions for

collection and analysis of data ina manner that aims to combine relevance to the
research purpose with economy in procedure. This Research design applied for the
study is ‘Descriptive Research’.

3.2.1 Descriptive research design:

Descriptive research aims to accurately and
systematically describe a population, situation or phenomenon. It can answer what,
where, when and how questions, but notwhy questions. A descriptive research design
can use a wide variety of research methods to investigate one or more variables.

3.3 SAMPLING TECHNIQUE:

Sample design is the theoretical basis and the practice mean by generalizing from
characteristics of relatively few of the comprising population. It is the method by which
the sample is chosen.

8
3.3.1 Probability sampling:

Probability sampling refers to the selection of a sample from a

population, when this selection is based on the principle of randomization, that is, random
selection or chance. Probability sampling is more complex, more time-consuming and usually
more costly than non-probability sampling.

3.4 SOURCES OF DATA:

Sources of Data begins with figuring out what sort of data is needed, followed by the
collection of a sample from a certain section of the population. Next, you have to utilize
a certain tool to gather the data from the chosen sample. The two types of sources of
data are

3.4.1 Primary data

The Primary data for this study was collected through questionnaire.

3.4.2 Secondary data

Secondary data was collected from external sources like Websites, Journals etc.

3.5 STRUCTURE OF THE QUESTIONNAIRE

The questionnaire follows a simple and basic layout. It is made easy for the participants to
respond to the questionnaire without any delay or confusion. The set of question and the
answer options present in the questionnaire are predetermined and are constructed by
myself based on general questions regarding the main topic. The structure of questionnaire
used in this project is as follows.

3.5.1 Basic introduction

The questionnaire begins with small and simplifies description regarding the
questionnaire – Title and description of the topic.
3.5.2 Personal details
The actual questionnaire begins here where the participants are asked about their
personal details such as their name, age, gender and occupation.

3.5.3 Research related questions

The next set of questions in the questionnaire consists of the questions related to public
9
 where the participants are asked on their general opinion on the perception on vivo products.

3.6 SAMPLE SIZE:

The sample size for the project had a target of 60-100 participants. The fixed target of
the sampling size has been achieved as the total number of respondents for the survey
questionnaire was 69. Total of 69 responses helped the project to analyze more
response and it helped to derive a conclusion recording people’s perception towards a
study of satisfaction of public how they consider it.

3.6.1 SAMPLE TARGETED PEOPLE

My survey targeted people is both Men and Women at the age group of [18- 40]
above.

3.7 PERIOD OF STUDY:

This is one-time research where the research is conducted only for one-time and that
the project is based on the responses derived from a definite period of time. The period
of study for the project of about 30 days project is based on the responses collected
from the 69 participants in the 12 days time period.

3.8 HYPOTHESIS / ANALYTICAL TOOLS:

CHI-SQUARE:
Chi-square is a statistical test used to examine the differences between categorical variables
from a random sample in order to judge goodness of it between expected and observed
results.

10
 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

The following consist of the data analysis and interpretation of my questionnaire:

4.1 Survey analysis of data

4.1.1. Age of respondents

Table 4.1

S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Below 18 5 8%
2 18-25 32 46%
3 25-30 9 13%
4 30-40 18 26%
5 ABOVE 40 5 7%
TOTAL 69 100%

Interpretation:

In the chart we can observe 46% of respondent are between age of 18-25. 26% of the
respondent are between age of 30-40. 13% of the respondent are between age of 25-
30. 8% of the respondent are between age of below 18. 7% of the respondent are
between age of above 40. Mostly the age group between 18-25 are most preferred to
purchase vivo products.

11
 Fig 4.1 age of respondents

age of respondents

below 18 18 to 25 25 to 30 30 to 40 above 40

12
 4.1.2. Gender of respondents

Table 4.2
S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Male 37 53.6%

2 female 32 46.4%

TOTAL 69 100%

Interpretation:

From the chart 53.6% of the respondent is male. 46.4% of the respondent is female. The
maximum 37 is male respondent and the minimum 32 is female respondent.

Fig 4.2 gender of respondents

gender of respondent

male female

13
4.1.3. Educational Qualification of the respondents

Table 4.3
S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Up to SSLC 2 3%

2 HSE 5 7%

3 Under graduate 32 47%

4 Post graduate 25 36%

5 Others 5 7%

TOTAL 69 100%

Interpretation:

From the chart 47% of the respondent is under graduate. 36% of the respondent is
post graduate. 7% respondent is HSE. 7% respondent is Others and 3% respondents
is up to SSLC. The maximum 47 is under graduate respondent and the minimum3 is up
to SSLC respondent.

14
 educational qualification of respondents

upto SSLC HSE under graduate post graduate others

Fig 4.3 Educational qualification of respondents:

15
 4.1.4. WHY DO YOU PREFER VIVO PRODUCTS OF THE RESPONDENTS:

S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Affordable 31 45%

2 Quality 25 36%

3 Others 13 19%

TOTAL 69 100%

Interpretation:

From the chart 45% of the respondent is affordable. 36% of the respondent is
Quality.19% respondent is others. The maximum 45 respondent is affordable and the
minimum is 19 respondents is others.

16
 WHY DO YOU PREFER VIVO PRODUCTS OF
THE RESPONDENTS

affordable quality others

Fig 4.4 Why do you prefer vivo products respondents:

17
 4.1.5. What is your occupation OF THE RESPONDENTs

Table 4.5
S.NO PARTICULARS NO OF PERCENTAGE
RESPONDENTS

1 School 10 14.4%

2 College 36 52.1%

3 Job 16 23.2%

4 Others 7 10.3%

TOTAL 69 100%

Interpretation:

From the chart 52.1% of the respondent is college. 23.2%of the respondent is job.
14.4% respondent is school and 10.3% of the respondent is others. The maximum 52.1
is college respondent and the minimum 10.3 is others respondents.

18
 occupation

school college job others

Fig 4.5 occupation of the respondents.

4.1.6. Since how long have you been using your vivo mobiles phone of respondents:

Table 4.6

S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Less than 6 months 12 17.3%

2 Less than a year 23 33.3%

3 More than a year 34 49.4%

TOTAL 69 100%

19
Interpretation:

From the chart 49.4% of the respondent is more than a year. 33.3% of the respondent
is less than a year and 17.3% of the respondent is less than 6 months. The maximum
is 49.4 respondent is more than a year and minimum 17.3 respondent is less than 6
months.

how long have you been using your vivo mobiles phone of
respondents

less than 6 months less than a year more than a year

Fig 4.6 how long have you been using your vivo mobiles phone of respondents

4.1.7. Which outlets do you prefer buying your vivo mobile from? Respondent

20
 Table 4.7

S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Mobile shop 28 40.5%

2 Hypermarkets & malls 6 8.6%

3 Place that offers 19 27.5%

payments installments
4 Online purchasing 16 23.4%

TOTAL 69 100%

Interpretation:

In the chart 40.5% of respondent is mobile shop. 27.5% of respondent is place that
offers payments installments.23.4% of respondent is online purchasing. 8.6% of
respondent is hypermarkets & malls. the maximum of respondents40.5 is mobile shop
and the minimum of respondents 8.6 hypermarkets and malls.

21
 Which outlets do you prefer buying your vivo mobile
respondents

mobile shop hypermarkets and malls place that offer payments installments online purchasing

Fig 4.7 outlets do you prefer buying your vivo mobile respondents:

4.1.8. What do you think about the quality of vivo mobile phones of respondents:

Table 4.8

22
 S.NO PARTICULARS NO. OF PERCENTAGE
RESPONDENTS

1 Bad 22 31.8%

2 Good 36 52.3%

3 Best 11 15.9%

TOTAL 69 100%

Interpretation:

The above chart explains 52.3% of respondents is good. 3 1 . 8 % of respondents is bad

and 15.9% of respondents is best. The maximum is 52.3 respondents is good and the
minimum is 15.9 respondent is best.

23
 the quality of mobile phones

bad good best

Fig 4.8 the quality of vivo mobile phones of respondents

24
 4.1.9. Which of the following statement is best choice you when
purchasing vivo mobile respondents:

Table 4.9

S.NO PARTICULARS NO. OF PARTICULARS

RESPONDENTS

1 Style 10 14.4%

2 Infotainment 12 17.6%

3 Multimedia 19 27.5%

4 Business 15 21.7%

5 Connected 13 18.8%

TOTAL 69 100%

Interpretation:

The table explains that 27.5% of the respondent is for multimedia .21.7% of respondent
is for business. 18.8% of the respondent is for connected. 17.6% of the respondents is
for infotainment and 14.4% of the respondents is for style. The maximum 27.5
respondent is for multimedia and the minimum 14.4 respondent is for style.

25
 best choice you when purchasing vivo mobiles

style infotainment multimedia business connected

Fig 4.9 best choice you when purchasing vivo mobiles

26
 4.1.10. How satisfied you are with the user enterprise respondents:

Table 4.10

S.NO PARTICULARS NO. OF PERCENTAGE

RESPONDENTS

1 Highly satisfied 32 46.3%

2 Satisfied 16 23.1%

3 Neutral 12 17.3%

4 Disagree 6 8.6%

5 Highly disagree 3 4.7%

TOTAL 69 100%

Interpretation:

The above table shows that 46.3% of the respondent is highly satisfied. 23.1% of the
respondents is satisfied. 17.3% of the respondents is neutral. 8.6% of the respondents
is disagree and 4.7% of the respondents is highly disagree. The maximum respondents
is 46.3 is highly satisfied and the minimum respondent is 4.7 for highly disagree.

27
satisfied you are with the user enterprise respondents

highly satisfied satisfied neutral disagree highly disagree

Fig 4.10 satisfied you are with the user enterprise respondents

28
4.1.11. Do you recommend vivo mobile phone to your friends and relatives respondents

Table 4.11

S.NO PARTICULARS NO. OF PERCENTAGE

RESPONDENTS

1 Yes of course 37 53.6%

2 May be couple of them 16 23.3%

3 No I won’t 5 7.2%

4 I don’t know 11 15.9%

TOTAL 69 100%

Interpretation:

From the chart 53.6% of the respondent is yes of course. 23.3% of the respondent is
may be couple of them. 15.9% of the respondent is I don’t know and 7.2% of the
respondent is no I won’t. The maximum 53.6 respondent is yes of course and minimum
7.2 respondents is no I won’t.

29
 recommend vivo mobile phone to your friends and relatives
respondents

yes of course may be couple of them no I wont I don’t know

Fig 4.11 recommends vivo mobile phone to your friends and relatives respondents

Do vivo mobiles phones complete your primary uses like gaming, music and social
networking respondents

Table 4.12

S.NO PARTICULARS NO. OF PERCENTAGE

RESPONDENTS

1 Yes 59 85.5%

2 No 10 14.5%

TOTAL 69 100%

Interpretation:

In The chart 85.5% of respondent is said yes and 14.5%of respondent is said no. The
30
 maximum 85.5 respondents is yes and minimum 14.5 respondents is no.

Do vivo mobiles phones complete your primary uses like

gaming, music and social networking respondents

yes no

Fig 4.12 Do vivo mobiles phones complete your primary uses like gaming, music
and social networking respondents

31
Rate the preference on vivo mobiles

Table 4.13

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS

1 5 45 65.2%

2 4 6 8.6%

3 2 0 0

4 3 3 4.3%

5 1 15 21.9%

TOTAL 69 100%

Interpretation:

In The chart 65.2% of respondents is 5. 21.9% of respondent is 1. 8.6% of

respondents is 4. 4.3% of respondents is 3 and 0% of the respondent is 2. The
maximum 65.2 of respondents is 5 and minimum 4.3 of respondents is 3. And 0 is the
respondent of 2.

Fig 4.13 Rate the preference on vivo mobiles

32
 Rate the preference on vivo mobiles

5 4 3 2 1

How many vivo mobiles do you have now:

Table 4.14

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1 1 51 73.9%

2 2 10 14.4%

3 More than 2 8 11.7%

TOTAL 69 100%

Interpretation:

In The chart 73.9% of respondents is having 1 phone. 14.4% of respondent is having 2

phones and 11.7% of respondents is having more than 2. The maximum 73.9
respondents is for 1 phone and minimum 11.7 respondents is for more than 2 phone.

33
 How many vivo mobiles do you have now:

1 2 more than 2

Fig 4.14 How many vivo mobiles do you have now

What the range you are willing to pay for Vivo mobiles

Table 4.15

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS

1 10000 23 33.3%

2 12000 24 34.9%

3 More than 12000 22 31.8%

TOTAL 69 100%

34
Interpretation:

In The chart 34.9% of the respondents are 12000rs. 33.3% of respondents are 10000rs
and 31.8% of respondents are more than 12000. The maximum 34.9 respondents are
12000 and minimum 31.8 respondents are more than 12000.

How many vivo mobiles do you have now

10000 12000 more than 12000

Fig 4.15 The range you are willing to pay for vivo mobiles

35
 HYPOTHESIS:
A research hypothesis is a specific, clear and testable
proposition or predictive statement about the possible outcome of a scientific
research study based on a particular property of a population, such as presumed
differences between groups on a particular variable or relationships between
variables.

CHI-SQUARE:
A chi-squared test (also chi-square or χ2 test) is a statistical
hypothesis test that is valid to perform when the test statistic is chi-squared
distributed under the null hypothesis, specifically Pearson's chi-squared test and
variants thereof.
Results

Yes No Row Totals

Male 21 (20.38) [0.02] 16 (16.62) [0.02] 37

Female 17 (17.62) [0.02] 15 (14.38) [0.03] 32

Column Totals 38 31 69 (Grand Total)

The CHI-SQUARE statistic is 0.0915. The p-value is .762314. The result is not
significant at p<.05.

36
 CHAPTER-5

FINDINGS, SUGGESTIONS AND CONCLUSION

Based on the analysis and discussion on primary data in the previous chapter.
Finding, Suggestions, and Conclusion of the study in logical manner.

5.1 FINDINGS
From the questionnaire, the following points are found and noted:
 Majority (46%) respondents are age between 18 – 25.
 Majority (53.6%) of gender of respondents are Male.
 Majority (47%) of the respondents are Under graduates.
 Majority (45%) of the respondents are Affordable.
 Majority (52.1%) of the respondents of occupation.
 Majority (49.4%) of respondents of how long have you been using vivo mobiles.
 Majority (40.5%) of the respondent’s outlets do you prefer buying your vivo mobile from
 Majority (52.3%) of the respondents are about the quality of vivo mobile phones.
 Majority (27.5%) of the respondents is best choice you prefer when purchasing vivo
mobiles.
 Majority (46.3%) of the respondents of how satisfied you are with the user enterprise
 Majority (53.6%) of the respondents do you recommend vivo mobile phone to your
friends and relatives.
 Majority (85.5%) of the respondents of mobiles phones complete your primary uses.
 Majority (65.2%) of the respondents gave 5 as rating.
 Majority (73.9%) of the respondents of how many vivo mobiles do you have now.
 Majority (73.9%) of the respondents of how many vivo mobiles do you have now.

5.2 SUGGESTIONS
 The overall experience index from the study reveals that the company (VIVO) is
performing very well and customers buying are much experience with the service given
to them.
 Some of the customers have complained about the lack in the delivery process in
online shopping. Need to become little quicker, faster, and deliver the product without
any damage

37
 That's not to say VIVO phones aren't good quality. From around 2018 onwards, VIVO's
quality control and finesse improved dramatically. It now makes some of the most
durable and reliable phones on the market at this price point.
 More attractive advertisement, offers, sales has to provide through various
advertisement media channels.

5.3 CONCLUSION:

 VIVO is Chinese brand which came to INDIA in the year 2014 December 25th.
 In Bhubaneswar it launched its product in 12th march 2015. it is new to Indian market and
has tuff competition with other competitors

 So in this type of competition no company can rely on single direct marketing form.
 So companies are using all types of direct marketing at so vivo need to do remaining direct
marketing forms.

REFERENCES:

 Faulker, C. (2018, January 30). 3 reasons why now is a terrible time

to buy a new vivo smartphone.
https://www.techradar.com/news/should-i-buy-a-new-vivo-
smartphone-today
 Sethi, A., & Chandel, A. (2015). Consumer buying preference towards
entry level smartphone.
 Stafford, M.R. (1996). Demographic Discriminators of Service Quality
in the Banking Industry.

WEBSITES:

 www.irjbm.org
 www.opec.org

38
 APPENDIX
A STUDY ON EFFECTS OF THE PURCHASING PRODUCTS THROUGH
EMI SCHEME

QUESTIONNAIRE:

NAME OF THE RESPONDENT:

AGE:

a) BELOW 18

b) 18-25

c) 25-30

d) 30-40

e) ABOVE

GENDER:

a) MALE

b) FEMALE

EDUCATIONAL QUALIFICATION:

a) UP TO SSLC

b) HSE

c) UNDER GRADUATE

d) POST GRADUATE

e) OTHERS

WHY DO YOU PREFER VIVO MOBILES?

a) AFFORDABLE

39
 b) QUALITY

c) OTHERS

WHAT YOUR OCCUPATION:

a) SCHOOL

b) COLLEGE

c) JOB

d) OTHERS

SINCE HOW LONG YOU HAVE BEEN USING VIVO MOBILES:

a) LESS THAN 6 MONTHS

b) LESS THAN A YEAR

c) MORE THAN A YEAR

WHICH OUTLETS DO YOU PREFER BUYING YOUR VIVO MOBILES FROM?

a) MOBILE SHOPS

b) HYPERMARKETS & MALLS

c) PLACE THAT OFFERS PAYMENTS INSTALLMENTS

d) ONLINE PURCHASING

WHAT DO YOU THINK ABOUT THE QUALITY OF VIVO MOBILES?

a) BAD

b) GOOD

c) BEST

WHICH OF THE FOLLOWING STATEMENT IS BEST CHOICE YOU PREFER WHEN

PURCHASING VIVO MOBILES?

a) STYLE

b) INFOTAINMENT

40
 c) MULTIMEDIA

d) BUSINESS

e) CONNECTED

HOW SATISFIED YOU ARE WITH THE USER ENTERPRISES:

a) HIGHLY SATISFIED

b) SATISFIED

c) NEUTRAL

d) DISAGREE

e) HIGHLY DISAGREE

DO YOU RECOMMEND VIVO MOBILE PHONE TO YOUR FRIEND AND FAMILY?

a) YES OF COURSE

b) MAYBE COUPLE OF THEM

c) NO I WONT

d) I DON’T KNOW

DO VIVO MOBILE PHONES COMPLETE YOUR PRIMARY USES LIKE GAMING,

MUSIC AND SOCIAL NETWORKING?

a) YES

b) NO

RATE THE PREFERENCE ON VIVO MOBILES:

a) 5

b) 4

c) 3

d) 2

e) 1

41
HOW MANY VIVO MOBILE PHONES DO YOU HAVE?

a) 1

b) 2

c) MORE THAN 2

WHAT THE RANGE YOU ARE WILLING TO PAY VIVO MOBILES?

a) 10000

b) 12000

c) MORE THAN 12000

42