A

PROJECT REPORT
ON
A STUDY OF BRAND PREFERENCE OF MOBILE
PHONES AMONG COLLEGE STUDENTS
Session 2013-2016

Submitted For the Degree of Bachelor of Business Administration

(Roll no-30213000017)
BBA-III

Government College of Commerce and Business Administration

SUBMITTED TO:

SUBMITTED BY:

Prof. Dr Manoj Bhambu

Sonali Karkra

(HOD of BBA Department)

BBA-III

Page | 1

CERTIFICATE OF SUPERVISOR

This is to certify that Mrs. SONALI KARKRA Roll No.322/13 has completed the
research project titled A STUDY OF BRAND PREFERENCE OF MOBILE PHONES
AMONG COLLEGE STUDENTS under my supervision for the degree of BACHELOR
OF BUSINESS ADMINISTRATION (PANJAB UNIVERSITY)

Supervisors signature:
________________________
Date: ___________
Place: ___________

Supervisors name:
PROF. Dr.MANOJ BHAMBU

Page | 2

ACKNOWLEDGEMENT

I express my sincere gratitude to PROFESSOR Dr.Manoj Bhambu for

providing me an opportunity to work on this project. I am very grateful for
their constant support and guidance throughout the duration of the entire
project.
Lastly, I thank my parents, family members and friends for their constant
support in my endeavor.

Page | 3

Executive Summary:

Branding permits customers to develop association with the brand and eases
the purchase decision.
The study investigates the brand preference on mobile purchase among the
students of D.A.V College&Goswami Ganesh Dutta S.D College,
Chandigarh. On this basis this report deals with various choice criterias
(economic, social, personal and technical) that students can use for decision
making on purchasing of branded mobilephone.With the use of a 10
questions among 250 students followed by a survey, it finds that students
technical criteria (durability, reliability and performance) on making choice
of purchase of branded mobile phones. The study further notifies that
economic criteria (price) also become an important factor that influences the
purchasing process. On analysis of personal criteria suggest that students do
not prefer branded mobile for creating self image however they choose it
because they believe branded mobile reduce the unexpected kinds of risk
that may occurs. The report also says students do not prefer branded mobile
in order to maintain social status (social criteria) while taking decision of
purchase.
In addition to this study shows most of the students used internet and takes
recommendation from the friends for choosing a particular brand of mobile
phone no matter what the brand of mobile phone owned .Finally Samsung is
the most preferred brand among the students.

Page | 4

To sum up technical criteria and economic criteria plays a very

important role to prefer brand Internet and friends are the main two sources
from which students collect information on purchasing the mobile and apple
is the most preferred brand over other in D.A.V College &Goswami Ganesh
Dutta S.D.College, Chandigarh.

Page | 5

CONTENTS

CERTIFICATE OF SUPERVISOR
ACKNOWLEDGEMENT

CHAPTER 1

INTRODUCTION

7-26

CHAPTER 2

RESEARCH METHODOLOGY

27-30

CHAPTER 3

DATA ANALYSIS & INTERPRETATION

31-41

CHAPTER 4

FINDING AND RECOMMENDATIONS

42-45

BIBLIOGRAPHY

46-47

QUESTIONNAIRE

48-54

Page | 6

IF YOU NEED THIS PROJECT

Page | 7