ON

“BRAND PREFERENCE OF MOBILE PHONES

AMONG KALYANI’S COLLEGE STUDENTS”

Submitted By

SHUBHAJIT NANDI
Roll. 99/MBA NO: 090140

UNIVERSITY OF KALYANI.
 Table of Contents
 Objective of the study.
 Major players in Mobile industry.

 Research Methodology.

 Data Analysis and Interpretation.

 Findings.

 Recommendation.

 Limitation.
 OBJECTIVES OF THE STUDY

 To study the perception & buying behavior of

students towards various mobile brands.
 To know about the student preference level
associated with different mobile phones.
 Major features, which a customer looks for in a
mobile before making a purchase.
 Factors that influence decision-making in
purchasing a mobile phone.
 Factors, which help in increasing the sale of
mobile phones.
 MAJOR PLAYERS IN MOBILE INDUSTRY

Nokia
Motorola
Samsung
LG
Sony Ericsson
RESEARCH METHODOLOGY
 Sample Size —250 respondents
 Sample Unit- Students of Graduation and the Post
Graduation have been taken as sample unit.
 Sampling Area – Kalyani. (University, Hostel, ITI
College, JIS college)

DATA COLLECTION:
Primary data : QUESTIONNAIRE
Secondary data : CATALOGUE & INTERNET
 DATA ANALYSIS
&
INTERPRETATION
 Which mobile phone you are using?
S.NO Name of the Mobile Number of the Percentage of
Phones Respondents Respondents
1 Nokia 92 36.8
2 Samsung 83 33.3
3 Sony Ericson 11 4.4
4 LG 27 10.8
5 Motorola 19 7.6
6 Others 18 7.1
Total 250 100.0

100
90
80
70
60
Number of the Respondents
50
Percentage of Respondents
40
30
20
10
0
Nokia Samsung Sony Ericson LG Motorola Others
 How long you are using the mobile phones?
S.NO Time Period of using the Number of the Percentage of
mobile phones Respondents Respondents

1 Less than 1 year 48 19.2

2 1-2 years 75 30
3 2-4 years 56 22.4
4 Above 4 years 71 28.4
Total 250 100.0

Number of the Respondents on the basis of usage time period

80
70
60
50
Number of the Respondents
40
Percentage of the Respondents
30
20
10
0
Less than 1 1-2 year 2-4year Above 4 year
year
 How often do you change your mobile phone?

S.NO Frequency of changing the Number of the Percentage of

mobile phones Respondents Respondents

1 Less than 1 year 59 23.6

2 1-2 years 88 35.2
3 2-4 years 43 17.4
4 Above 4 years 60 24
Total 250 100.0

Number of the Respondents on the basis of frequency of

changing the mobile phones

100
90
80
70
60 Number of the Respondents
50
40 Percentage of the Respondents
30
20
10
0
Less than 1 1-2 year 2-4year Above 4 year
year
Which Source helped you during buying your
current mobile phone?
S.NO Source Number of the Percentage of
Respondents Respondents

1 Advertisement 85 34
2 Friends 103 41.2
3 Relatives 33 13.2
4 Retailer/Dealer 29 11.6
Total 250 100.0

120

100

80

60 Number of the Respondents

Percentage of Respondents
40

20

0
Advertisement Friends Relatives Retailer/Dealer
 FINDINGS
Nokia is the most favorite brand of the college student.

Samsung is not very far behind Nokia.Due to introduction of

latest design phone with latest technology it has a great chance
to be the market leader.

35% student change their mobile phones within 1to2 years .

30% students are using the mobile phones since last 1 to 2

years. 

51% students are ready to pay for a mobile phone less than
10,000 and they spend according to their family income.

49% students like the Nokia advertisement most. 

 Almost all students are aware about the GPRS, Blootooth and MMS service
but least students are aware about the 3G function.
 
Most favorite brand among the college students is Nokia and the least
favorite brand is LG.
 
Appearance, Price, Brand Image and advertisement are the important
factors for the students while purchasing mobile phones.
 
Mostly students prefer slim, medium in weight and large in size handset
 
Mostly students see advertisement on television
 
Mostly students have the hanging and service problem with the Nokia.
 
Most students purchase their mobile phone after consulting with friends.
 RECOMMENDATIONS
 Nokia should provide better service and try to solve the
hanging problem.
 Samsung has a great scope to be market leader. Samsung
should use this scope by improving their service and
reducing the price of their mobile.
 Cellular companies should increase the awareness about
the 3G service.  
 LG and Samsung should try to expand its market share
and also should try to increase the awareness through the
television advertisement.
LIMITATIONS
 A small sample size of 250 students is taken, so we cannot
draw inferences about the population from this sample size.

 Time period is short and resource constraints.

 The scope of the project is limited to a small city of Kalyani.

So, we cannot say that the same response will exist throughout
India.

 This study is based on the prevailing student’s satisfaction. But

the student’s satisfaction may change according to time
,fashion, technology & development.
THANK YOU