Mobile Phone Brand Preference Among Graduates and Post-Graduates

I
A PROJECT REPORT
ON
TO STUDY THE BRAND PREFERENCE OF MOBILE PHONES
AMONG THE GRADUATES
&
POST GRADUATES
Submitted in partial fulfillment of the requirements for the award of the
Post Graduate Diploma
IN
MARKETING MANAGEMENT
Narsee Monji Institute of Management and Studies, Maharashtra
Submitted by,
Akash Dixit
Student Id: 77115001387
PGDMM- Semester IV
Batch : 2015-2017

II
ACKNOWLEDGEMENT
It is my immense pleasure to express my deepest sense of gratitude to my
highly respected and esteemed faculty of NMIMS, Maharashtra, for their
invaluable support. They have been instrumental in helping me to stay
focused and determined towards my project. This thesis would never have
been possible without their continuous guidance, technical mentoring,
inspiration and valuable suggestions. I have learnt numerous things from
them and greatly admire their dedication. Their exceptional capability of
reducing complexities has enormously helped in the smooth progress of the
work. I am especially expressing my sincere gratitude to my brother Mr.
Anshul Dwivedi, Software Engineer & Senior Programming analyst in
NEWGEN organization for providing necessary support and encouragement
during the entire period of progress of the project work. My Friend Mr.
Chaitanya Kasera , Avinash Yadav & Amit Singh for being so encouraging
and helped me through in completing this project.
I owe a debt of gratitude to people of my family my dear colleagues , my
friends & their department for their suggestions and guidance during the
progress of the work. I express my sincere thanks to all famous authors Mr.
Philip Kotler, authors of NMIMS books, Google, Wikipedia ,who have
directly or indirectly helped me in completion of project work.
I wish to express my gratitude to my parents for their consistent inspiration
which has been precious throughout my life.
Last but not the least, my sincere thanks to all who are directly or indirectly
encourage and help me in carrying the work.
(AKASH DIXIT)
ENROLL ID-775115001387

III
Table of Contents
List of Tables………………………………………………………………………I
List of Figures…………………………………………………………………....VI
Abstract…………………………………………………………………………VIII
Chapter 1- Introduction
1.1 What is Brand…………………………………………………………………1
1.2 Brand Preference……………………………………………………………..2
1.3The Concept of Brand Preference……………………………………………..3
1.4 Studies on Brand Preference………………………………………………….4
1.5 Brand Experience……………………………………………………………..5
1.6 Types of Preferences………………………………………………………….5
1.6.1 Homogeneous Preferences………………………………………………5
1.6.2 Diffused Preferences…………………………………………………….6
1.6.3 Clustered Preferences……………………………………………………6
1.6.4 Heterogeneous Preferences……………………………………………...6
1.7 Factors Influencing Consumer Preference……………………………………7
1.7.1 Cultural factors…………………………………………………………7
1.7.2 Personal Psychological…………………………………………………9
1.7.3 Personal Factors………………………………………………………..11
1.7.4 Personality & Self concept………………………………………….…12

IV
Chapter II – Literature Review
2.1 Barbara Culiberg and Ica Rojsek (2010) ……………………………………14
2.2 Androulidakis ; G. Kandus (2011) ………………………………………….14
2.3 Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin (2012) …14
2.4 Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005)………………………….14
2.5 Jonathan, Lee ,Janghyuk, Lee and Lawrence, Feick, (2001)………………..15
2.6 The Dream Catchers Group (2008)………………………………………….15
2.7 Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010) .…………..15
2.8 Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) ..………………………..15
2.9 Wafa' N. Muhanna ; Awatif M. Abu-Al-Sha'r (2009) ………………………16
2.10 Nasr Azad ; Ozhan Karimi ; Maryam Safaei (2012)……………………….16
2.11 Nasr Azad ; Maryam Safaei (2012)………………………………………...16
2.12 Mehran Rezvani; Seyed Hamid Khodadad Hoseini;Mohammad Mehdi
Samadzadeh (2012)……................... …………………………………………...16
2.13 Sany Sanuri Mohd. Mokhtar; Ahmed Audu Maiyaki ; Norzaini bt Mohd Noor
(2011) …………………………………………………………………………...17
2.14 Shakir Hafeez ; SAF Hasnu (2010) ………………………………………..17
2.15 Shibashish, Chakraborty and Kalyan Sengupta (2008) ……………………17
2.16 Harsha de Silva, (2011) ..…………………………………………………..18
2.17 Brenda, Mak, Robert Nickerson and Henri Isaac (2009)……………….….18
Chapter III- Objectives of the study
3.1 Objective and Scope of the Work……………………………… …………...19
Chapter IV- Executive Summary
4.1 Summary of the project….…………………………………………………..20

V
Chapter V- Research Methodology
5.1 Sampling Methodology……………………………………………….……..21
5.2 Research Design……………………………………………………………..21
5.3 Data Collection………………………………………………………………21
Chapter VI- Data Analysis & Interpretation………………………………… .22
Chapter VII- Conclusion
7.1 Summary and Conclusion……………………………………………………35
7.2 Suggestions for Future Work…………………………………………… …..35
7.3 References…………………………………………………………………...36
Annexure

VI
List of Tables
Chapter I
1.7 Classified Factors Influencing Consumer Preference...................…….……...7
Chapter VI
6.1 Gender Profile of the respondents……………………………....……………22
6.2 Educational Back Ground……………………………………………………23
6.3 Which Mobile Phone you are Using…………………………………………24
6.4 Latest Mobile features you are aware of………………………..……………26
6.5 What are the reasons for using the mobile handset……………..……………27
6.6 How Long you are using the mobile phones…………………………………28
6.7 How often do you change mobile phone………………………..……………29
6.8 What is your favourite brand in Mobiles………………………..…………...30
6.9 Why do you like the brands you choose above………………………………32
6.10 What is the brand image b/w the participants………………….…………..33

VII
List of the Figures
Chapter VI
6.1 Gender Profile of the respondents……………………………....……………22
6.2 Educational Back Ground……………………………………………………23
6.3 Which Mobile Phone you are Using…………………………………………25
6.4 Latest Mobile features you are aware of………………………..……………26
6.5 What are the reasons for using the mobile handset…………….....…………27
6.6 How Long you are using the mobile phones…………………… …………..28
6.7 How often do you change mobile phone………………………..…………...30
6.8 What is your favourite brand in Mobiles……………………….. …………..31
6.9 Why do you like the brands you choose above………………….…….…….32
6.10 What is the brand image b/w the participants………………….…….…….33

VIII
ABSTRACT
The present work deals with the brand preference & their marketing strategy. In
this project several aspects are taken into consideration for the achievement of the
goal. The first and foremost step taken was the use the sampling methodology ,
research design. Also concepts of the marketing strategy from the veteran author &
and the mentor of modern marketing era Mr. Philip Kotler. On the basis of data
collection & analysis we would come to know brand preferences among the
Graduates & Post Graduates student. This is all I have displayed in my project to
fulfill the objective of my research.

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CHAPTER I
Introduction
1.1.What is a brand?
The term “brand” “derives from the Old Norse ’brandr’ meaning ’to burn.’7 The
use of the term evolved in Middle English to the practice of “marking permanently
with a hot iron,” a practice used for the marking of cattle and livestock. The
practice of branding consumer things with a name, some picture or logo is however
much older and has been part of economic exchange since the invention of papyrus
in early Egypt and of paper in the Western Zhou Dynasty of China needed to make
posting signs (Landa, 2006). The identity of the brand differs the product from
others of the same category and enabled buyers to appraise its origins and value
before purchasing the particular brand. Recovered from the ruins of Pompeii,
preserved loafs of bread carried markings, made with so-called bread stamps, to
signify the origin of its maker and its quality, providing a demonstration of the use
of branding as early as AD 79. The branding of bread was also used in medieval
Europe to enforce regulation of its quality. In 1931, the American Marketing
Association formally defined a brand as a “word, letter, group of words or letters
composing a name, a design, or a combination of these which identifies the goods
or services of one seller or group of sellers and/or distinguishes them from those of
competitors” (Committee on Definitions, 1935). But a brand is more than the
product it identifies “because it can have dimensions that differentiate it in some
way from other products designed to satisfy the same need. These differences may
be rational and tangible – related to product performance of the brand - or more
symbolic, emotional, and intangible – related to what the brand represents.”
(Keller, 2012) Brands are estimated to be highly valuable assets. According to
industry expert Interbrand, the top 100 most valuable global brands represented a
joint value in excess of $1.7 trillion in 2015. Of these, CPG brands represent 21 of
the world’s 100 most valuable brands, with a combined value of $259 billion. The
“brand value” or commercial value of a brand’s underlying trademark to the firm
that owns the mark can be a large and important intangible asset. While it is widely
believed that brands create important barriers to entry and help sustain supernormal
profits (e.g. Bain 1956; Demsetz 1982; Schmalensee 1982a, 1983),

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the measurement of brand value is challenging in practice. The commercial value
to a firm of owning the trademark to a brand is ultimately defined relative to a
counterfactual (Goldfarb, Lu, and Moorthy, 2008): what are the net present value
of a firm’s factual equilibrium profits versus what would have been the firm’s net
present value of equilibrium profits but-for the brand.
1.2. BRAND PREFERENCE
Brand preference is strongly linked to brand choice what attracts consumer
towards that can influence the consumer decision making or their taste too and
activate brand purchase. "Brand Preferences can be defined as the subjective,
conscious and behavioural tendencies which influence consumer’s predisposition
toward a brand". Understanding the brand preferences of consumers’ will dictate
the most suitable and successful Marketing Strategies. One of the indicators of the
strength of a brand in the hearts and minds of customers, brand preference
represents which brands are preferred under assumptions of equality in price and
availability.
Measures of brand preference approach to quantify the impact of marketing
activities in the hearts and minds of consumers and potential consumers. Higher
brand preference usually indicates more revenues (sales) and profit, also making it
an indicator of company financial performance.
There has been a long standing process from marketers and their lot of analysis to
understand how customers form their preferences and according to their interest
toward a specific brand. Brand preference is closely related to brand choice that
can facilitate consumer decision making and activate brand purchase. Knowing the
pattern of consumer preferences and their taste over the years across the population
is a severe input for designing and developing innovative marketing strategies. It
also uncovers the heterogeneity of consumer choices leading to efficient market
segmentation strategies. However, foreseeing consumer’s preferences & choices
between brands is not an easy task as we all know that their preferences changes

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with the time. Most of the early models focused on brand attributes in preference
construction (e.g. Fishbein, 1965). Thus the evolving marketing strategies
concentrate on analyzing and communicating information or exchanging their
views about product attributes. Although these cognitive responses derived from
beliefs about brand attributes are important in building preferences, there are other
emotional responses (e.g. elaboration likelihood model-1982), social influences
(e.g. extended Fishbein model) that can influence brand preferences. It is observed
that consumers can have an already established preference or taste and refer to the
brand attributes that confirm their preferences and choices. In addition, this
traditional cognitive view that deemed consumer as rational decision making had
been shifted to the experiential view focuses on the emotional, cognitive, symbolic
responses of consumption (Holbrook and Hirschman, 1982). This shift echoed the
changes that organisations have moved from concentrating on attributes and
features toward creating & innovative experiences to their customers. Brands are
no longer bundles of functional characteristic but are means of providing
experiences (Schmitt, 1999). Moreover, these experiences were hyped to be an
important driver in building brand preferences & choices. This study adopts the
experiential view in studying the relationship between brand experience and brand
preference. It will identify how brand experiences can build consumer’s
preferences toward certain brands directly or indirectly by affecting the brand
associations and brand personality. This paper is organised in three sections as
follows; firstly, discuss the concept of brand preference, model of formation, and
the previous studies. Secondly, the conceptual framework, and finally, the research
design. Based on the previous experience with the product consumer will choose it
rather than competitors of its availability. Organisations with products at the brand
preference stage are at favorable position in competition their industry since the
brand preference results in brand loyalty organisations more market share.
1.3.The Concept of Brand Preference
The notion of preference has been considered in different disciplines such as
economists, psychologists, sociology. However if there is no common agreed
defined condition of preference among these disciplines. For example, economists
trust that preferences are exogenous, stable, and known with satisfactory accuracy
and are uncovered through decision conduct. The economic perspective of

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preferences had been condemned for accepting that preferences are steady and
endogenous. A person's preferences are not steady and can be endogenous or
exogenous. In marketing writing, the word preferences implies the conclude or
decision of an option. Preference are most importantly behavioral propensities
(Zajonc and Markus, 1982). Mark preference is characterized differently as the
customer's preference toward a brand that changes relying upon the notable
convictions that are initiated at a given time; the purchaser dual behavior toward a
specific brand; the degree to which a buyer favors one brand over another. For this
review a working definition for brand preference is offered: "the one-sided
behavioral propensities mirroring the shopper's preference toward a brand". In
addition, there is contrast between brand preference and brand steadfastness. Mark
preference speaks to the attitudinal brand dedication barring the activity of rehash
obtaining; the brand-arranged attitudinal dependability. The primary subject is that
the initial three basic leadership periods of brand reliability constitute the central of
brand preference. Consequently, mark inclination is identified with brand devotion;
nonetheless, mark unwaveringness is more reliable delineated by the long haul
rehashed obtaining conduct.
1.4.Studies on Brand Preference
Earlier reviews on brand preference can be divided into two stages: the main
group is for studies analyzed the effect of shopper related variables. They
concentrated on the effect of social, social, mental and individual components of
shoppers. The principle discoveries of this group revealed the discovery that
adjustments in shoppers' way of life can bring about changes in their image
preference. The purchasers' identity attributes and values are likewise thought
concern on marketing and promotion. One of the major discovery of these studies
is that the brand attributes, plus other brand factors such as perceived value have a
significant impact on brand preference. In addition, the introduction between the

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self-image and brand-image; the self-image congruence has shown to be very
important in brand preference building.
1.5.Brand Experience
Brand experience is the subjective internal consumer feedback and
behaviour evoked by brand related stimuli that are a part of a brand’s design and
identity, packaging, communications and conditions of the enviornment (Brakus et
al, 2009, p.55). Preference formation is a cumulative, learning process that evolves
through time given that experience is the first and foremost source of learning. It is
discussed that all aspects of brand experience pave the way and play a primary role
in understanding and building customer’s brand preference.
1.6.Types of Preferences
The target customer might like the product but not prefer it to others. In this
case, the communicator must try to build consumer preference by promoting
quality, value, performance and other features. The communicator can check the
campaign’s success by measuring target customer preference after the campaign.
The following are the types of preference.
 Homogeneous Preferences ·
 Diffused Preferences ·
 Clustered Preferences
 Heterogeneous Preferences
1.6.1. Homogeneous Preferences
A market where the entire customer have roughly the same preference. The
market shows no natural segments. We would forecast that existing brands would
be same and spectrum around the middle of the measured scale in both good and
creamy.

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1.6.2 Diffused Preferences
At the other extreme, consumer preferences may be spread throughout the
space, indicating that consumer vary highly in their preferences. The first brand to
enter the market is likely to position in the center to appeal to the target crowd. A
brand in the center minimizes the sum of total customer dissatisfaction. A second
competitor could locate next to the first brand and rival for market share or it could
locate in a corner to attract a consumer group that was not satisfied with the center
brand. If many brands are in the market, they are likely to position throughout the
space and show real difference to match consumer preference differences.
1.6.3 Clustered Preferences
The market might reveal diffrerent preference clusters called natural Market
Sectors. The first firm in this market has three choices. It might position in the
center hoping to appeal to all groups. It might position in the largest market sector.
It might develop & build many brands, each positioned in a different sector if the
first firm developed only one brand and arc rivals would enter and introduce
brands in the other segments.
1.6.4. Heterogeneous Preferences
Customer preference heterogeneity perhaps the most important thing for
segmenting in consumer preference. Taste and preferences differ among crowd.
Some people are highly worried about the appearance of a product, whereas others
are more concerned about functionality. As preference heterogeneity increase the
case for segmentation increases in strength very much; the greater the variability
the large the number of profitable sectors present in a market.

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1.7.FACTORS INFLUENCING CONSUMER PREFERENCE
A consumer’s purchasing preference is influenced by cultural, social,
personal and psychological factors.
Table No.1
Classified Factors Influencing Consumer Preference
Cultural Social Personal
Psychological
Culture Sub
culture
Social Class
Culture
Sub culture
Social Class
Reference groups
Family
Roles and Statues
Age, life cycle &
Stage Occupation
Economic
Circumstance Life
style Personality
Self-conception
Motivation
Perception
Learning Beliefs
& Attitude
1.7.1 Cultural Factors
Culture represents an overall social heritage, a different form of
environmental adaptation by a whole society of people. It includes a set of learned
beliefs, values, attitudes, morals, customs, rituals, habits and forms of preference
that are shared by a society and transmitted from generation to generation within
that society which we can call a legacy. Please not that culture is alive, moving and
ever-changing within us. It reacts to internal and external pressure causing
intercultural conflicts. Cultural influence is a force shaping both patterns of
consumption and patterns of decision-making from infancy. Match of our
behaviour is considered by culture. Our cultural learnings premises (family,
schools, temple, language, customs, tradition, etc.) provide guidelines to marketers.
Technological advances may influence cultural changes. Education and travel can
have considerable influence on culture. Marketing strategies and other business
aspects can be developed for each culture separately. Market segmentation can be
based on culture as one determinant. Subcultures exist with the dominant culture
with its own set values, beliefs, attitude, habits and preference patterns. In Indian
culture we have some important bases of subculture such as caste, region, and

8
religion. Thus, the patterns of preference would vary between north and south
India, Brahmins and Vaishyas, Muslims and Jains.
Culture, Sub – Culture and Social Class are particularly important in buying
behaviour.
A) Culture
Culture is the different way of life of people and it is the most primary
determinant of a person’s needs and behavior.
B) Sub – Culture
Each culture consists of smaller sub – cultures that provide more specific
identification and socialization for their people who truly believes in it. Sub –
Cultures include nationalities, religious, racial groups and geographic regimes.
C) Social Class
Sociology points out the relationship between social class and consumption
patterns. As a predictor of consumption patterns, marketing management is
familiar with social classes. Customer’ buying preference is determined by the
social class to which they belong or to which they aspire, rather than by their
income alone, Broadly speaking, we have three different social classes: upper,
middle and lower classes. Customers belonging to middle classes usually stress
rationality, exhibit greater sense of choice making, whereas customers of lower
classes have essentially non-rational buys and show limited sense of choice-
making. The three social classes will have distinctive in the stores they patronize,
the magazines they read and clothing and furniture they select. Social classes may
act as one criterion for market segmentation. Psychographic or life style
consideration combines behavioral reasons-both-person centered and situation
centered – for purchasing and consuming goods. The idea of 93 social class is now
elaborated further into a new concept called psychographics which can display
better evaluation of customer preference.
Social Classes are relatively homogeneous and desiring divisions in a society
which are hierarchically ordered and whose people share similar values, interests
and behaviour.

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Social Class is not determined by a single aspect such as income but is scaled as a
combination of occupation, income, education, wealth and other aspects.
1.7.2. Personal Psychological
A) Reference Groups
The idea of reference group is obtained from sociology and psychology.
Purchaser preference is impacted by the little groups to which the purchaser has a
place. Reference groups are the social, financial, or proficient groups and a
purchaser uses to assess his or her feelings and convictions. Purchaser can get
counsel or direction in his or her own contemplations and activities from such little
groups. Reference group is valuable for self assessment and mentality
arrangement. 94 An individual is considered as a social creature, spending a lot of
his or her life in group circumstances. Purchasers acknowledge data given by their
companion bunches on the nature of an item, on its execution, style, and so on,
which is difficult to assess equitably. Amass standards or measures guide
consideration of its individuals to another style or an item. They give an edge of
reference which is the main stage in the shopper basic leadership prepare.
Assemble impact is found in brand inclinations and brand decisions. A family, a
friend network, a nearby club, an athletic group, and school living gatherings are
cases of little reference bunches in which individuals have eye to eye
collaborations. Informal correspondence is the procedure by which messages are
passed inside a group from part to part. It is regularly a basic figure figuring out
who purchases what item and brand. Bunch individuals give important and extra
data which can't be given by broad communications.
A satisfied customer becomes the salesman of the product. Oral advertisement by
satisfied consumer can influence the prospective purchaser in the buying process.
The group leader acts also as an opinion leader regarding certain goods. A person
may have many reference groups for various subjects. He may prefer a particular
brand because his reference group prefers that particular brand of the goods.
Opinion leaders can act as effective agencies of communication on behalf of
marketing management. Marketing effort may be directed to provide such opinion
leaders.

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a) Reference Groups are classified into two groups
 Primary Groups:
Such as family, friends, neighbors, and co – worker’s with whom the person
communicates fairly continuously and informally.
 Secondary Groups:
Such as religious, professional and trade union groups which tend to be more
formal and require less continuous chit chat.
B) Family
Most customers belong to a family group. The family can exert considerable
influence in shaping the pattern of consumption and indicating the decision-
making roles. Personal values, attitudes and buying habits have been shaped by
family influences. The members of the family play different roles such as
influencer, decider, purchaser and user in the buying process. The housewife may
act as a intermediates (gatekeeper) of products that satisfy wants and desires of the
children. Marketer is interested in four questions relating to family purchases:
1. Who influences ‘purchasing’?
2. Who in the family does ‘purchasing’?
3. Who takes the ‘purchasing’ decision?
4. Who uses the product?
There might be four unique individuals or just a single individual from the family
doing every one of the four exercises. For most items, the housewife (in all urban
communities) is the principle purchasing operator 96 for arrangements and staple s.
Advertising strategies with respect to item, advancement and channels of
appropriation are affected by the relatives making real buys. On the off chance that
adolescents and youngsters are chiefs, promoting projects will give unique
fascination like premium with the items. Publicizing advance will be dictated by
men, ladies or kids going about as the genuine chiefs in family buys.
Family life cycle likewise impacts customer consumption designs. Relatives
constitute the most powerful essential reference gathering. Advertisers are keen on
the parts and relative impact of the spouse, wife, and youngsters in the buy of a

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vast assortment of items and administrations. These parts shift generally in various
nations and social classes.
C) Roles and Status
A person participates in many groups’ like family, clubs, and companies. The
person’s position in each group can be defined in terms of role and status. A role
consists of the activities that a person is expected to perform. Each role carries a
status.
1.7.3. Personal Factors
A customer’s purchasing Preference is also influenced by personal characteristics.
These include the purchaser’s age and stage in the life cycle, occupation, economic
condition, life style, and personality and self-concept.
A) Age and Stage in the Life cycle
Consumption is shaped by the family life cycle. Marketing persons often
choose life – cycle groups as their target market.
B) Economic Circumstances
Product choice is greatly affected by economic conditions, like income,
savings and assets, debts borrowing power, and attitude toward spending and
saving.
C) Occupation
A man's consumption example is likewise impacted by his or her occupation.
A blue – collar specialist will purchase work clothes, work shoes, lunch boxes, and
rocking the bowling alley amusement. An organization president will purchase
costly suits, air travel, nation club participation and an expansive sailboat.
Marketers attempt to recognize the word related groups that have better than
expected enthusiasm for their items and administrations. An organization can even
specialize its items for certain word related groups. PC programming organizations
plan distinctive items for brand supervisors, specialists, legal advisors, and doctors.
D) Life Style

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Life style is the person’s pattern of living in the world showed in activities,
interests, and opinions. Life style covers something more than the person’s social
class or personality. The technique of measuring life styles is known as
psychographics. It involves measuring the major dimensions. The life – style
concept when used carefully, It can help the marketer gain and determining of
changing customer value and how they affect buying behaviour.
1.7.4. Personality and Self – concept:
“Personality we mean perceiving mental properties that incite for the most
part consistent and continuing responses to condition. Character can be useful in
separating customer lead for some thing or brand choices. A couple of publicists
envision that purchaser's choices will come to fruition extra from their honest to
goodness self-thought and less from the ideal self-thought. This self – thought
theory has met with mixed accomplishment in anticipating client responses to
brand pictures.
A) Psychological Factors: A man's purchasing decisions and preferences are
likewise impacted by four noteworthy mental variables – inspiration, Perception,
learning and convictions and states of mind.
B) Motivation : "A thought process is a need that is adequate pressing to
guide the individual to look for fulfill the necessities".
C) Perception : A motivated individual is prepared to act. How the
individual demonstrations is affected by his or her view of the circumstance. Two
individuals with a similar inspiration and in a similar circumstance may act
differently in light of the fact that they see the circumstance in an unexpected way.
Perception is the procedure by which individuals select, sort out and decipher
data to frame a significant photo of the world. Individuals can frame diverse
impression of a similar jolt as a result of three perceptual procedures particular
introduction, specific twisting, and specific maintenance.
Specific exposure implies that marketers must work particularly difficult to
draw in the shoppers go to him.
Specific distortion: portrays the propensity of individuals to receive data to
individual implications.

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Specific retention: People will likewise overlook much that they learn. They
have a tendency to hold data that backings their states of mind and convictions in
light of particular retention.
.
D) Learning : Learning depicts changes in a person's behaviour arising as a
matter of fact. Learning theorists say that most human behaviour is found out.
Learning happens through the interchange of drives, jolts, signs reactions and
reinforcement. "Changes are an individual behaviour emerging as a matter of fact.
E) Beliefs and Attitudes : A belief is a descriptive thought that a man has
about something. Advertisers are keen on the beliefs that individuals plan about
particular items and administrations. These belief embrace items and brand
pictures, and individuals do tend to follow up on their beliefs. On the off chance
that 100 a portion of the beliefs are coring and repress buy, the producer will need
to dispatch a battle to right them.
Individuals have states of mind with respect to religion, governmental issues,
garments, music, nourishment and practically everything else.
A state of mind portrays a man's moderately reliable assessments, sentiments,
and tendencies toward a protest or thought. States of mind place individuals into a
temper of preferring or loathing thing, pushing toward or hard to change.

14
CHAPTER II
Literature Review
2.1. Barbara Culiberg and Ica Rojsek (2010), investigated an administration
quality in retail managing an account in Slovenia and its impact on consumer
loyalty. Through component examination and relapse investigation, result
recommends that every one of the four measurements of administration quality and
additionally benefit extend impact consumer loyalty. The data given by this
examination can be utilized while outlining advertising procedures to enhance
consumer loyalty in retail managing an account.
2.2. Androulidakis ; G. Kandus (2011) connected the brand of cell phone to
clients' security rehearses,. Clients indicate distinctive conduct in a variety of
qualities, as per the brand of the cell phone they are utilizing. All things
considered, there is a classification of territories, diverse for each brand, where
clients are obviously inadequate with regards to security mind, potentially because
of absence of mindfulness. Such a classification can help telephone producers
improve their cell phones with respect to security, ideally straightforwardly for the
client.
2.3. Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin (2012)
examined that the way toward choosing over (picking) a brand might be affected
by circumstance and substance. The discoveries propose a huge connection
between the factors "mark state of mind", "corporate disposition", and "item
(mobile phone) decision". Also, no critical relationship was found between
individual basic leadership forms (autonomous or intervened) and item decision.
2.4. Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had concentrated on to
gauge the impacts of consumer loyalty and trust on client unwaveringness, and the
immediate and circuitous impact of "exchanging expense" on client steadfastness.
The discoveries of this review demonstrate that the exchanging cost figure
straightforwardly influences devotion, and has an arbitrator impact on both
consumer loyalty and trust

15
2.5. Jonathan, Lee ,Janghyuk, Lee and Lawrence, Feick, (2001) examined that
directing part of exchanging expenses in the consumer loyalty dependability
connect; and to distinguish client portions and to hold them. In this way the reasons
for this paper are: to inspect the directing part of exchanging expenses in the
consumer loyalty faithfulness connect; and to distinguish client portions and
afterward dissect the heterogeneity in the fulfillment unwaveringness interface
among the diverse sections. An observational case in view of the cell phone benefit
showcase in France demonstrates bolster for the directing part of exchanging
expenses. Administrative ramifications of the outcomes are talked about.
2.6. The Dream Catchers Group (2008) researched if statistic factors or if phone
highlights included on telephones understudies effectively possessed were
prescient of youthful purchasers' impression of packaged components. Also, this
concentrate embarked to decide whether there were any huge contrasts in
understudies' impression of packaged elements crosswise over statistic factors
(provincial opposite HBCU, sexual orientation, review level, cell phone brand,
major, and age).
2.7. Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010)
accentuation on client dependability and client exchanging cost. Exchanging
expense is a standout amongst the most talked about contemporary issues in
promoting in endeavor to clarify shopper conduct. The present research examined
exchanging expense and its associations with client maintenance, faithfulness and
fulfillment in the Nigerian media transmission showcase. The review finds that
consumer loyalty decidedly influences client maintenance and that exchanging cost
influences essentially the level of client maintenance.
2.8. Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) highlight another
measurement in data and innovation concerning young people in spain. The
primary goal of this article is to break down the connection amongst Information
and Communication Technologies and Spanish young people. In particular,
analysts have concentrated, through subjective strategy, the qualities of
adolescents' get to and employments of mechanical gadgets. furthermore,
investigated the reasons that spur the usage of Information and Communication
Technologies, highlighting a cozy connection amongst advances and companion

16
correspondence and stimulation. Despite what might be expected, there is an
under-usage of every one of these gadgets for instructing and learning purposes.
2.9. Wafa' N. Muhanna ; Awatif M. Abu-Al-Sha'r (2009) goes for examining
Jordanian college undergrad and graduate understudies' states of mind towards the
learning condition where PDAs are utilized as learning apparatuses in classroom.
The review contained two free factors, level and sexual orientation, as covariates.
The discoveries show that students are more great to phone condition than graduate
understudies. The review likewise uncovers that mobile phone has more impact on
male understudies than on female understudies.
2.10. Nasr Azad ; Ozhan Karimi ; Maryam Safaei (2012)had exhibited an exact
review to explore the impacts of various advertising endeavors on brand value in
portable industry. The outcomes demonstrate that there is a positive and significant
connection between advertising blend endeavors and brand value. As it were, more
promotions could help better market presentation, which implies clients will have
more mindfulness on market attributes. Among every single blended exertion,
ensure impacts more on brand value, which implies customers mind more on item
benefits than different elements. At long last, among various attributes of brand
value, item selectiveness assumes an imperative part. As it were, individuals are
occupied with having selective item, which is unique in relation to others.
2.11. Nasr Azad ; Maryam Safaei (2012)states that there are many confirmations
to trust that clients select their items in light of brand name. Items likewise keep up
their own qualities, which make them differentiable from others. In this paper,
specialists have introduce an observational review to decide imperative elements
impacting clients' obtaining expect for PDAs in capital city of Iran, Tehran. The
aftereffects of the review demonstrate that there are some positive connections
between selective name and quality recognition, between restrictive name and
verbal ad, between quality discernment and devotion, between informal promotion
and brand name and between brand name picture and brand name.
2.12. Mehran Rezvani; Seyed Hamid Khodadad Hoseini; Mohammad Mehdi
Samadzadeh (2012) researches the effect of Word of Mouth (WOM) on
Consumer Based Brand Equity (CBBE) creation. WOM attributes, for example,

17
volume, valence, and source quality are considered to discover how seriously they
each influence mark mindfulness, saw quality, and brand affiliation. The outcomes
recommended that volume and valence, two components of WOM, influence
CBBE and no noteworthy connection between source sort and brand value was
seen
.
2.13. Sany Sanuri Mohd. Mokhtar; Ahmed Audu Maiyaki ; Norzaini bt Mohd
Noor (2011) investigates the connection between administration quality and
consumer loyalty on client unwaveringness with respect to cell phone utilization
among the postgraduate understudies of a college in Northern Malaysia. The
outcomes demonstrate that both administration quality and consumer loyalty
altogether influence the level of client dependability of cell phone clients in
Malaysia. It was subsequently, prescribed that portable specialist organizations
ought to give careful consideration to their administration quality and the elements
that drive consumer loyalty.
2.14. Shakir Hafeez ; SAF Hasnu (2010) states that Customer fulfillment is a
urgent component for the accomplishment of all organizations. One of the greatest
difficulties for a market is the means by which to fulfill and hold the clients. This
review depends on Mobilink's prepaid clients. The discoveries recommend that
general consumer loyalty and client unwaveringness is similarly low among the
clients of Mobilink. The Customer steadfastness in Pakistan's versatile part is
generally low since it is a developing industry, new players are entering in this
market and clients are more interested to attempt the new specialist organizations.
In any case it is normal that when the business will be entrenched, the outcomes
will be more practically identical to different reviews.
2.15. Shibashish, Chakraborty and Kalyan Sengupta (2008) attempts to make a
point by point think about on imperative statistic factors of clients influencing
brand exchanging of clients. This review will highlight correlated parts of forecast
of exchanging proclivity of clients starting with one specialist co-op then onto the
next.

18
2.16. Harsha de Silva, (2011), for the most part demonstrates that appropriation of
(basically) cell phones has noteworthy advantages not simply to the adopter, but
rather to the group on the loose. In this unique circumstance, the target of the
present article is to analyze, from a client point of view, the impacts (and also the
exchange of these impacts) on cell phone appropriation by the poor in a chose set
of nations in the rising Asian locale.
2.17. Brenda, Mak, Robert Nickerson and Henri Isaac (2009),investigates the
elements influencing the demeanors towards the social acknowledgment of cell
phones in broad daylight places and how this disposition influences its use Results
of the investigation show that the states of mind about cell phone use in broad
daylight places rely on upon nation, and age elements. This state of mind thus
essentially influences the utilization recurrence of cell phones. What's more, use
recurrence additionally is influenced by gender and work status.

19
CHAPTER III
Objectives of the Study
3.1. Objective and Scope of the Work
In this project I have put my heart and soul , whatever the references or help I
have taken for this project , I am very thankful to everyone. In the starting of
this project when I started analyzing things and started read the literature and
E-magazine of electronic Gazettes , I found a mere interest in it but eventually
I found one thing in all those brands which is common for some brands ,it
would be very harsh to call them brand basically they own the whole market
in the field of electronics. Like if we talk about I-phone & Samsung these are
well developed brand in the field of Electronics but one thing which strike in a
youth’s mind is lavish, stylish, costly and most obvious it should be branded.
Like every youth of the world wants to wear Raddo , Rollex , wants to own a
Lamborghini in the same way they want to have latest Samsung Galaxy or I-
phone. Both these company looks after and contribute the best of the
technology & innovations by adding some extra ordinary features in their cell
phones to attract youth and rich people. So my point is here what about other
people who can not afford these lavish life styles so simply people like me
rely on compatibility with in the budget so that we can enjoy the modern
digital era where world is on your fingers. So while visiting the campuses of
Delhi University I made up my mind very clear that how much people go for
brands how much people will stand by side to show me their real tribute not
waste their money on I-phone or Samsung. I collected the data on the basis of
their preference , quality , performance and the technology what Mobile
manufacturers are using right now like Samsung & other mobile companies
use Android operating systems , Apple Uses I-OS & Nokia later merged into
Microsoft uses the windows operating system. In this project I have collected
the data of Students on the basis of their preferences of the brands, marketing
advertising of the brand quality, camera, specifications which network they
are enabled and how much they are user friendly I have shown in my this
project.

20
CHAPTER IV
Executive Summary
4.1. Summary of the Project
Students, Graduates , Post Graduates , Office Going everybody has different
age factor as I have plotted above students may be of below 16 , Graduates
may be they are teenagers or above 20 years old, Post graduates would be
between 23 – 26 years old and after that office going are between 25-50 years
old. So all the people of these ages have different taste or we can say that they
all have different preferences while choosing the brand. Using the sampling
methodology, research design , Data Analysis & collection and after on the
basis of their results I made the interpretations of the result which I have got
in the end. In this project I have concentrated about the customer brand
preference how they choose their brands among so many reputed and classic
one’s. The literature of Philip Kotler and his books helped me a lot while
completing this project his one of the book which I read during this project
Principles of Marketing evolved the best ideas how one can simply follow and
opt those technique to rule the market. I use to read E-Magazines which gave
me so many ideas and their customer feedback surveys those were mind
blowing the way those brands have carried their brand repo in the market is
marvelous. On the basis of consumer’s age , gender and their choice I have
done the analysis in this project.

21
CHAPTER V
Research Methodology
5.1. SAMPLING METHODOLOGY:
 Sample Size —100 respondents
 Sample Unit- Students of Graduation and the Post Graduation have been
taken as sample unit.
 Sampling Area – New Delhi (Delhi University)
 Sampling Technique – Quota Sampling technique
5.2. RESEARCH DESIGN:
• Visited the students in Delhi University & gathered information
required as per the questionnaire.
• The research design is probability research design and is descriptive
research.
5.3. DATA COLLECTION:
• Primary data has been used by me in the form of Questionnaire. For
this survey was used for 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 been used.

22
CHAPTER VI
Data Analysis & Interpretation
Q-1 Gender profile of the respondents
Table No.1
PARTICULARS Graduate Post Graduate
MALE 26 26
FEMALE 24 24
Figure 1.0
23
23.5
24
24.5
25
25.5
26
26.5
Male Female
Graduate
Post Graduate

23
6.1. Interpretation:
The graphical representation of the table shows that out of the 100
Respondents,
26 were male and 24 were female for Graduate & 26were male and 24 were female
for Post Graduate .
Q-2.Educational Background
Table No.-2
PARTICULARS Graduate PARTICULARS Post Graduate
BBA 25 MBA 25
BAMC 25 PGDM 25
Figure 2.0
0
5
10
15
20
25
30
BBA BAMC MBA PGDM
Graduate
Post Graduate

24
The graphical representation of the table shows that out of the 100
Respondents,
25were from BBA and 25 were form BAMC & 25were from MBA and 25 were
form PGDM .
Q-3 - Which mobile phone you are using (At Present)?
Table No. 3
S.NO. Name of the
Mobile Phones
Graduate Post Graduate
1 iPhone 5 10
2 Samsung 15 15
3 HTC 10 10
4 Motorola 5 5
5 Oppo 15 10
6 Any other NA NA
TOTAL 50 50

25
Figure 3.0
6.3.Interpretation
Out of the 100 respondents, 5 are using the iphones, 15 are using the Samsung,
10 are using the HTC, 5 are using the Motorola , 15 are using the Oppo by the
Graduates students & 10 are using the iphones, 15 are using the Samsung, 10 are
using the HTC, 5 are using the Motorola , 10 are using the Oppo by the Post
Graduates students .
Q-4. Latest Mobile features which you are aware of
(Tick any one According to you)
0
2
4
6
8
10
12
14
16
iPhone Samsung HTC Motorola Oppo
Graduate
Post Graduate

26
Table no. 4
Sr.No. Latest Mobile
facilities which
you are aware of
1 4G 50 50
2 3G NA NA
3 VIDEO CALL NA NA
4 INFRARED NA NA
Total 50 50
Figure 4.0
6.5.Interpretation:
The graphical representation shows that out of the 100 respondents. 50
students are aware of Latest Mobile facility is 4G by the Graduates and Post
graduates.
0
10
20
30
40
50
60
4G 3G Video call Infrared
Graduate
Post Graduates

27
Q-5. What are the reasons for using this mobile hand set?
Table No.5
S.No. Reasons for
using this mobile
hand set
1 4G 15 20
2 Just to talk on it 10 10
3 Receive Email &
SMS
10 10
4 Down Load Files NA NA
5 Camera 15 10
Total 50 50
Figure 5.0
6.6.Interpretation
Out of the 100 respondents 15 students need the 4G feature in their phone,10
students just to talk on it,10 students to receive the Email & SMS,15 students for
0
5
10
15
20
25
4G Just to talk on it Receive Email
& SMS
Download files Camera
Graduate
Post Gradutaes

28
camera feature reasons for using this mobile hand set by the graduates and 20
students need the 4G feature in their phone 10 students just to talk on it,10 students
to receive the Email & SMS,10 students for camera feature reasons for using this
mobile hand set by the Post graduates.
Q.6- How long you are using the mobile phones?
Table No. 6
S.No. Time Period of
using the mobile
phones
1 Less than 1 year 30 20
2 1-2 years 10 15
3 2-4 years 10 15
4 Above 4 years NA NA
Total 50 50
Figure 6.0
0
5
10
15
20
25
30
35
Less than 1 year 1-2 years 2-4 years Above 4 years
Graduate
Post Graduates

29
6.7.Interpretation
Out of the 100 respondents 30 are using for less than year, 10 are using for 1 -
2years, 10 are using for 2-4 years by the Graduates students & 20 are using for less
than year, 15 are using for 1 - 2years, 15 are using for 2-4 years by the Post
Graduates students.
Q.7- How often do you change your mobile phone?
Table No.-7
S.No. Frequency of
changing the
mobile
phones
1 Less than 1 year 30 20
2 1-2 years 10 15
3 2-4 years 10 15
4 Above 4 years NA NA
Total 50 50

30
Figure 7.0
6.8.Interpretation
Out of the 100 respondents 30 are using for less than year, 10 are using for 1-
2years, 10 are using for 2-4 years by the Graduates students & 20 are using for less
than year, 15 are using for 1- 2years, 15 are using for 2-4 years by the Post
Graduates students.
Q-8. Which is your favourite brand in Mobiles?
Table no.8
S.No. Favourite brand Graduate Post Graduate
1 iPhone 20 15
2 Samsung 10 10
3 HTC 10 10
4 Motorola 2 5
5 Oppo 8 10
6 Any other NA NA
0
5
10
15
20
25
30
35
Less than 1 Year 1-2 Year 2-4 Year Above 4 Years
Graduates
Post Gradutae

31
Figure 8.0
6.9.Interpretation:
Out of the 100 respondents, the favourite brand 20 are saying the iphones, 10
are saying the Samsung, 10 are saying the HTC, 2 are saying the Motorola , 8 are
saying the Oppo by the Graduates students & the favourite brand 15 are saying the
iphones, 10 are saying the Samsung, 10 are saying the HTC, 5 are saying the
Motorola , 10 are saying the Oppo by the Post Graduates students.
Q-9. Why do you like the brands you chose above?
(Tick any one According to your Preference )
0
5
10
15
20
25
I Phone Samsung HTC Motorola Oppo
Graduates
Post Graduate

32
Table No.9(By Graduate)
Brands iPhone Samsung HTC Motorola Oppo
Advertisement 15
Appearance
Price 10
Functions 3
Quality
Brand Image 20 2
Service
Figure 9.0
Out of the 50 respondents, 20 like the brand image of I phone, 10 like the
price of Samsung, 2 like the brand image HTC,3 like the function of Motorola, 15
like the Oppo advertisement most by the graduate students.
0
5
10
15
20
25
Advertisement Brand Image Price Function
iPhone
Samsung
HTC
Motorola
Oppo

33
Q.10 What is the Brand image between the participants?
Table No.10(By Post Graduate)
Brands iPhone Samsung HTC Motorola Oppo
Advertisement 10
Appearance
Price 10
Functions
Quality
Brand Image 25
Service 5
Figure 10.0
0
5
10
15
20
25
30
Iphone
Samsung
HTC
Motorola
Oppo

34
Out of the 50 respondents, 25 like the brand image of I phone, 10 like the
price of Samsung, 5 like the Service HTC, 15 like the Oppo advertisement by the
Post graduates students.

35
CHAPTER VII
Conclusion
7.1. Summary and Conclusion:
I Phone is the most favourite brand of the college student for both graduates
and post graduates. 30% student change their mobile phones within 1year by
graduates students. 20% student change their mobile phones within 1year by
post graduates students. 30% students are using the mobile phones since last 1
to 2 years by the graduates. 20% students are using the mobile phones since
last 1 to 2 years by the post graduates. 20% students are ready to pay for a
mobile phone 10,001 to 20,000 by the graduates. 25% students are ready to pay
for a mobile phone 10,001 to 20,000 by the post graduates.20% students like
the I Phone advertisement most of graduates and 25% like by the post
graduates.
7.2. Suggestions for Future work:
During my project one thing I found out that most of the people love to use I-
phone , According to me there is some thing very powerful or we can call it the
way Apple has featured its Cell phone in the market is very awesome , every
time they come up with some new Technology , innovations which makes it
heartthrob and even people are ready to stand in the queue to but it. I would
suggest that things are changing in current time so as technology and innovation
, I would suggest that considering the technology and its features with user
friendly control mode can make any Mobile manufacturer a Giant in the Indian
Market most of the companies do survey and try to find out what their
consumer are seeking within their budget so mobile manufacturer should keep
in the mind the age factor and the trendy features and specifications so that they
could gain some faith from their respective consumers.

36
7.3 Reference:
MARKETING MANAGEMENT – P. KOTLER
PERCEPTION OF SELF AND BRAND PREFERENCE - YAU PIN LEE
A STUDY OF BRAND PREFERENCE -REHAM SHAWKY EBRAHIM
RESEARCH METHODOLOGY - C.R.KOTHARI
Web Resources:-
 www.google.com
 www.wikipedia.com
 www.scribd.com
 Wikipedia.com
 Times.com

37
ANNEXURE
Questionnaire
Section A: Personal Information
1. Name:
2. Gender
 Male  Female
3. Educational Background
 Graduate
 Post Graduate
Section B: About mobile phones
4. Which mobile phone you are using.(At Present)
A) iPhone 
B) Samsung 
C) HTC 
D) Motorola 
E) Oppo 
F)Any Other 
5.Latest Mobile features which you are aware of:-
(Tick any one According to you)

38
6. What are the reasons for using this mobile hand set.
A) 4G 
B) Just to talk on it 
C) Receive Email & SMS 
D) Down Load Files 
E) Camera 
F) Any other 
7. How long you are using the mobile phone
 Less than 1 year
 1 – 2 years
 2 – 4 years
 Above 4 years
8. How often do you change your mobile phone
 Less than 1 year
 1 – 2 years
 2 – 4 years
 Above 4 years
9. What is your favourite brand in Mobiles?
A) Samsung 
B) HTC 
C) I PHONE 
Brands 4G 3G VIDEO
CALL
INFRARED
iPhone
Samsung
HTC
Motorola
Oppo
Any Other

39
D) Motorola 
E) Oppo 
F) Any other 
10. Why you like the brands you chose above
(Tick any one According to your Preference )
Brands Advertisement Appearance Pric
e
Functions Quality Brand
Image
Servic
e
iPhone
Samsung
HTC
Motorol
a
Oppo
Any
other

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