Research Methods in Business

RESEARCH REPORT

TOPIC:A STUDY ON CONSUMER PREFERENCE WITH REFERENCE TO INDIGENEOUS MOBILEPHONE IN COIMBATORE

Submitted To Dr. S. SelvaBaskar Course Faculty

Submitted By Mohamed Faizal.KK 10 MBA 22 Nisarudheen.O 10 MBA 30

Happy Valley B-School 2010 2012 Batch

Introduction
In 1996, mobile phones first entered India. After nearly 15 years and with almost 20 million handsets sold per month, the country has emerged as one of the fastest growing markets in the world. Indias telecom policy has been modified to favour the indigenous mobile handset companies. Earlier people visiting any mobile store asked for a Nokia or a Samsung handset. Some took these international brands as a benchmark for comparing other handsets. But things have changed. People are now asking for local brands. The Indian mobile phone market is flooded with new handsets every week. Overview According to the Market intelligence firm IDCs India Quarterly Mobile Handsets Tracker, 4Q 2009 March 2010 release, Nokia had the largest share of 54.1% in terms of units sold during calendar year 2009.The two Korean companies Samsung with a 9.7% share and LG with a 6.4% share for the year end December 31, 2009 were at No. 2 and No. 3 spots, respectively. The combined market share of the local brands share jumped from 3% to 14% compared to last year. There were only five players in 2008. Now there are more than 30 different phone makers.

According to Prem Kumar, CEO, Fly mobiles, The Chinese phones are good as far as features and looks are concerned but they fall flat on security, usability and servicing. The Indian consumer is smart enough to realise the credibility and after sale support of global brands and choose to stick to them. He also added that there are short terms brands available in the Indian market but companies, which are here to stay and deliver the best are those who get into serious consumer research and deliver a good product and support it with great

services. There has been an increase in so-called copy cat models in the lower end market resembling high end smartphones. Most of them are available at one tenth of the price of branded smartphones. Nokia was not initially interested in dual sim handsets. But it realised the increasing popularity of the dual sim mobile handset produced by the local brands. Now Nokia has finally launched dual SIM mobile phones in India-C1 and C2. Indian handset manufacturing companies are venturing into international destinations, too. Apart from the SAARC territory, they are doing good business in places like Brazil, West Asia, South America, East Europe and Africa. Indian handsets are attracting them as they are providing high end technology at affordable prices. Local brands are targeting the rural market first and then moving to the urban cities. They believe that they have tremendous opportunity due to their cost factor and the multinational brands concentrating more in urban cities compared to rural areas. Local brands have come up with unique customised features to address the rural needs like inbuilt mosquito repellant, fake currency reader, 30 day battery back up, cosmetic compact shaped handset fitted with make-up mirror, Hindi QWERTY, charging by sunlight, GSM and CDMA features on the same handset, etc. Their marketing efforts are no less than big player. Many have roped in big Bollywood celebrities and famous sportspersons. They are coming with innovative ways like selling handsets from post offices. Retailers prefer the local brand more than the big guns as they reap better profits. But one thing is for sure the competition between new brands and traditional brands is going to be beneficial for Indian consumers.

EXECUTIVE SUMMARY

Here in this study on consumer preference with reference to indigenous mobile phones we were trying to measure the taste and preferences of consumers towards indigenous mobile phones in coimbatore. for the study a questionnaire is prepared and distributed to the random sample In Coimbatore. The area of questionnaire supplied includes valayar Railway station And Coimbatore railway station. The main objective of the study to know the consumer preference with reference to indigenous mobile phone. The Sample Method prepared for these study is Random sampling method. Sample size taken for these research is 100.the data collected by analyzing the questionnaire. The data collected through questionnaire analysed by using SPSS Software. The result obtained through SPSS Software shows more customers are selected micromax mobiles and followed by max and karbonn

NEED FOR THE STUDY

In this research we were trying to know the consumer preference of indigenous mobile phone in Coimbatore city. by this study we were trying to know why some indigenous mobiles get more preference with reference to other mobile phones. And also to know whether indigenous brand competes to global brand.

OBJECTIVES

To know the satisfaction level of consumers in indigenous mobile phone To find the awareness of consumer about indigenous mobile phones To know the preference for indigenous mobile phone over global brand To know the usage pattern of the consumers regarding indigenous mobile phone To know the influence on purchase decision in indigenous mobile phone

RESEARCH METHODOLOGY

The population of our study consist of infinite and the sample size taken for the study is 100. The respondent of the studies are locals of coimbatore, we conducted it in valayar and Coimbatore region. Sampling Method:- Convenience sampling Sampling Size :- 100

Scope of the study:The study will help us to track out the consumer preference and their grievances and it also benefited to manufactures ,retailers and customers. This study helps us to know more about the indigenous mobiles and their customer satisfaction level.

Limitation of the study:1. Lack of time availability. 2. Sensitive details cannot be got from the customer. 3The respondents sometimes misunderstood the researchers as they are from mobile phone company

Analysis Gender of the Respondent

Table No. 1

Gender Male Female Total

Frequency 75 25 100

Percent 75.0 25.0 100.0

80 70 60 Percentage 50 40 30 20 10 0 Male Gender Female

Chart No. 1

INTERPRETATION From the above Chart we can interpret that 75 percentage respondents are Male and 25 percentage are female.

AGE OF THE RESPONDENT

Table No. 2

Age Below 20 20-30 31-40 Above 40 Total

Frequency 12 66 20 2 100

Percent 12.0 66.0 20.0 2.0 100.0

70 60 50 Percentage 40 30 20 10 0 Below 20 20-30 Age 31-40 Above 40

Chart No.2 INTERPRETATION From the above chart we can find that the more respondents are in the age gap of 2030.There is few respondent from above 40 age.

OCCUPATION OF THE RESPONDENT

Table.No 3

Occupation Student

Frequency 46 30 24 100

Percent 46.0 30.0 24.0 100.0

Salaried Self Employed Total

50 45 40 35 Percentage 30 25 20 15 10 5 0 Student Salaried Occupation Self Employed

Chart. No 3

INTERPRETATION From the above graph we can ensure that more respondents of indigeneous mobile phone are Students and Salaried and self employed were coming after that.

EDUCATION OF THE RESPONDENT

Table No. 4

Education Schooling UG PG Others Total

Frequency 12 43 43 2 100

Percent 12.0 43.0 43.0 2.0 100.0

50 45 40 35 Percentage 30 25 20 15 10 5 0 Schooling UG Education PG Others

Chart No. 4

INTERPRETATION From the above chart we can understood that most of the respondents are from the UG and PG background.

MONTHLY FAMILY INCOME OF THE CONSUMER

Chart No. 5

Monthly Family Income Less than 5000 5000-10000 10001-20000 Aboove 20000 Total

Frequency 16 16 54 14 100

Percent 16.0 16.0 54.0 14.0 100.0

60 50 Percentage 40 30 20 10 0 Less than 5000 5000-10001 10001-20000 Aboove 20000

Monthly Family income

Chart. No 5

INTERPRETATION From the above chart we can interpret that most our respondents monthly family income lies in between 10001-20000

OWN INDIGENEOUS MOBILE PHONE

Table No. 6

Own Yes

Frequency

Percent

91

91.0

No Total

9 100

9.0 100.0

100 90 80 70 Percentage 60 50 40 30 20 10 0 Yes Own Indigeneous mobile phone No

Chart.No 6

INTERPRETATION From the above chart we can understood that most of the respondents are use indigeneous mobile phone

INDIGENEOUS MOBILE PHONE USERS BRAND

Table No. 7

Specify the brand Micromax Karbonn Lemon Spice Maxx Lava Others No Total

Frequency 23 17 16 14 9 7 7 7 100

Percent 23.0 17.0 16.0 14.0 9.0 7.0 7.0 7.0 100.0

25 20 Percentage 15 10 5 0

Brand

Chart No.7

INTERPRITATION From the above chart we can find that the level of respondents of indigeneous mobile phone users lays in the order of Micromax, Karbonn, Lemon, Spice, Maxx, Lava and other indigeneous mobile phone and least are not use in indigeneous mobile phone.

NON USERS FAVOURITE INDIGENEOUS MOBILE BRAND

Table No. 8

Brand Micromax Karbonn Lemon Spice Maxx Yes Total

Frequency 2 1 1 2 1 93 100

Percent 2.0 1.0 1.0 2.0 1.0 93.0 100.0

100 90 80 70 Percentage 60 50 40 30 20 10 0 Micromax Karbonn Lemon Spice Maxx Yes

Non users brand

Chart No. 8

INTERPRETATION From the above chart we can analyse that the non users of indigeneous mobile phones are wish to use spice and micromax mobile and Yes in the graph shows the users of indigeneous mobile phone.

RESPONDENTS HANDSET BRAND Table No.9

Hanset brand Micromax Karbonn Lemon Spice Maxx G Five Intex Lava Onida Nokia Samsung Motorola HTC Total

Frequency 21 15 16 15 10 5 1 8 1 5 1 1 1 100

Percent 21.0 15.0 16.0 15.0 10.0 5.0 1.0 8.0 1.0 5.0 1.0 1.0 1.0 100.0

25 20 15 10 5 0

Percentage

Handset Brand

Chart No. 9 INTERPRETATION The above chart shows the all respondents handset brand. Most of the respondents are using micromax mobile phone and followed by lemon and karbonn.

RESPONDENTS SERVICE PROVIDER

Table No. 10

Service Provider Idea Vodafone Airtel Aircel Reliance Tata BSNL Videocon Total

Frequency 26 7 32 23 2 7 2 1 100

Percent 26.0 7.0 32.0 23.0 2.0 7.0 2.0 1.0 100.0

35 30 Percentage 25 20 15 10 5 0

Service Proder

Chart No. 10 INTERPRETATION The above chart shows the respondents mobile phone service provider, and the most of the respondents are use Airtel as their service provider and the following are Aircel, Idea, Vodafone, Tata, Reliance, BSNL and Videocon.

RESPONDENTS MOBILE SERVICE PLAN

Table No. 11

Plan Prepaid Post Paid Total

Frequency 88 12 100

Percent 88.0 12.0 100.0

100 90 80 70 Percentage 60 50 40 30 20 10 0 Prepaid Plan Post Paid

Chart No.11

INTERPRETATION From the above chart we can understand that the most of the respondents are use prepaid plan for their use of handset and others are using postpaid plan.

RESPONDENTS PURPOSE OF USING MOBILE PHONE

Table No.12

Purpose Call Music/Video Player SMS Internet Total

Frequency 68 12 18 2 100

Percent 68.0 12.0 18.0 2.0 100.0

80 70 60 Percentage 50 40 30 20 10 0 Call Music/Video Player Purpose SMS Internet

Chart No.12

INTERPRETATION From the above Chart we can interpret that most of the respondents are using their mobile phone as Calling purpose and follow the SMS, Music/Video Player and Internet uses.

LEVEL OF AGREEMENT IN QUALITY FACTOR

Table No.13

Quality Very Good Good Average Poor Total

Frequency 27 52 20 1 100

Percent 27.0 52.0 20.0 1.0 100.0

60 50 Percentage 40 30 20 10 0 Very Good Good Quality Average Poor

Chart No. 14 INTERPRETATION From the above Chart we can understand that the respondents level of agreements in Quality of their mobile phone are stay more than 50 percentage in Good and around 28 percentage stays in Very good and 20 percent stays in average and very low person stays in Poor.

LEVEL OF AGREEMENT IN AFTER SALES SERVICE FACTOR Table No. 14

After Sales service Very Good

Frequency 11 40 43 4 2 100

Percent 11.0 40.0 43.0 4.0 2.0 100.0

Good Average Poor Very Poor Total

50 45 40 35 Percentage 30 25 20 15 10 5 0 Very Good Good Average After Sales Service Poor Very Poor

Chart No. 14 INTERPRETATION From the above Chart we can understand that the Average level of after sales service is available for our respondents and 40 percent of the respondents are get good after sales service and following are in the poor and very poor.

LEVEL OF AGREEMENT IN IMAGE FACTOR

Table No. 15

Image Very Good Good Average Poor Very Poor Total

Frequency 12 50 34 3 1 100

Percent 12.0 50.0 34.0 3.0 1.0 100.0

60 50 40 Percentage 30 20 10 0 Very Good Good Average Image Poor Very Poor

Chart No. 15 INTERPRETATION The chart reveals that most of our respondent feels their mobile phones as good and around 33 percent of respondents feel it as average and remaining are 12 percent are very good 2 percent are poor and 1 percent are very poor.

LEVEL OF AGREEMENT IN PRICE FACTOR Table No.16

Price Very Good Good Average Poor Very Poor Total

Frequency 27 57 11 2 3 100

Percent 27.0 57.0 11.0 2.0 3.0 100.0

60 50 Percentage 40 30 20 10 0 Very Good Good Average Price Poor Very Poor

Chart No.16 INTERPRETATION From the above Chart can understood that most of the respondents says that the Price of the mobile phone are Good and above 25 percent of the respondents feel Very good price.

LEVEL OF AGREEMENT IN PERFORMANCE Table No. 17

Performance Very Good

Frequency 14 54 29 3 100

Percent 14.0 54.0 29.0 3.0 100.0

Good Average Very Poor Total

60 50 Percentage 40 30 20 10 0 Very Good Good Average Very Poor

Performance

Chart No.17

INTEREPRETATION From the above Chart above 50 percent of respondents feel its performance as Good and 29 percent of respondents feel as average level of performance.

LEVEL OF AGREEMENT IN FEATURES Table No. 18

Features Very Good

Frequency 18 54 23 2 3 100

Percent 18.0 54.0 23.0 2.0 3.0 100.0

Good Average Poor Very Poor Total

60 50 Percentage 40 30 20 10 0 Very Good Good Average Features Poor Very Poor

Chart No. 18 INTERPRETATION From the study we can interpret that the respondents are ready to say Good for features.

LEVEL OF AGREEMENT IN VALUE ADDED SERVICE Table No. 19

Value Added Service Very Good Good Average Poor Very Poor Total

Frequency 10 32 49 8 1 100

Percent 10.0 32.0 49.0 8.0 1.0 100.0

60 50 Percentage 40 30 20 10 0 Very Good Good Average Value Added Service Poor Very Poor

Chart No. 19 INTERPRETATION From above chart we can understand that most of the respondents feels an Average Value added service and above 30 percent feels its value added services are Good remaining are Very Good, Poor and Very Poor.

LEVEL OF AGREEMENT IN EXCHANGE VALUE Table No.20

Exchange Value Very Good Good Average Poor Very Poor Total

Frequency 6 16 38 31 9 100

Percent 6.0 16.0 38.0 31.0 9.0 100.0

40 35 30 Percentage 25 20 15 10 5 0 Very Good Good Average Exchange Value Poor Very Poor

Chart No. 20 INTERPRETATION From the above chart most of the respondents are feels an Average resale value and more than 30 percent expect that its have poor price.

LEVEL OF AGREEMENT IN BATTERY LIFE Table No. 21

Battery Life Very Good Good Average Poor Total

Frequency 39 45 15 1 100

Percent 39.0 45.0 15.0 1.0 100.0

50 45 40 35 Percentage 30 25 20 15 10 5 0 Very Good Good Battery Life Average Poor

Chart No. 21 INTERPRETATION From the above chart we can interpret that the battery life of the mobile phone is Good, 45 percent respondent says, and above 35 percent of the respondent says its have Very good battery life.

LEVEL OF AGREEMENT IN DESIGN AND LOOK

Table No, 22
Design & Look Very Good

Frequency 34 47 18 1 100

Percent 34.0 47.0 18.0 1.0 100.0

Good Average Poor Total

50 45 40 35 Percentage 30 25 20 15 10 5 0 Very Good Good Average Poor

Design & Look

Chart No. 22 INTERPRETATION From the above chart we can interpret that the design and look of the respondents mobile phone are Good and low percent of the respondents feel it have average look.

BUYING OPINION OF FRIENDS Table No. 23

Opinion of Friends Yes

Frequency

Percent

66

66.0

No Total

34 100

34.0 100.0

70 60 50 Percentage 40 30 20 10 0 Yes Opinion of friends No

Chart No. 23 INTERPRETATION In the Chart says that most of the respondents ask opinion from friends before purchasing mobile phone and 33 percent of respondent not ask opinion from friends.

RATE OF SATISFACTION LEVEL Table No. 24

Rate of Satisfaction Level High Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

Frequency 26 49 19 2 4 100

Percent 26.0 49.0 19.0 2.0 4.0 100.0

60 50 40 Percentage 30 20 10 0 High Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Rate of Satisfaction Level

Chart No. 24 INTERPRETATION In the level of satisfaction chart we can see that around 50 percent respondent are satisfied, 26 percent high satisfied and few neutral and dissatisfied in the satisfaction level. It indicates that the respondents are satisfied with indigeneous mobile phone.

FINDINGS

From the research we find out that 26% of the respondent are Highly satisfied, 49% are satisfied and a few 4% are dissatisfied.

As the respondents reveals the details about Quality, after sales service, price, battery life, image, performance, features, value added service etc, we can come into a conclusion that they are aware about the product.

Now the people are moving to indigeneous mobile phone over a global brand because of all features are available in indigeneous mobile phone with affordable price.

We find out that 68% of respondents using their mobile phone for calling purpose and 12% for music and 18% customer for messaging 2% are internet.

We find out that 66% at Respondents asks opinion ffrom friends before purchasing a mobile phone.

Questionnaire
Dear Respondent, We Mohamed Faizal.KK & Nisarudheen, 1 MBA are Students of Happy Valley B-School. As a part of our curriculum conducting a study on consumer preference in indigeneous mobile phone in Coimbatore. In this regard we solicit your cooperation. We assure you that the information collected will be kept confidential and we used for academic purpose only.

A Study on Consumer Preference with reference to Indegenious Mobile Phones

1. Gender 2. Age Below 20

: :

Male

Female

20-30

31-40

Above 40

3. Occupation : Students 4. Salaried Self Employed Others . (Specify)

Educational Qualification : Schooling UG PG Others .(Specify)

5. Monthly Family Income (in Rs.) : Less than 5000 6. 5000-10000 10001-20000 Above 20000

Do you own any indigeneous mobile phone? Yes No

6.1 If Yes Specify the brand a) Micromax b) Karbonn c) Lemon d) Spice e) Maxx

f) Others.. 6.2 If No Which Indigeneous mobile brand you will buy? a) Micromax b) Karbonn c) Lemon d) Spice e) Maxx

f) Others (Specify) ..

7. Furnish details about your mobile phone? Sl. No Handset Brand 1. 2. 3. Service Provider Plan(Post Paid/Pre Paid)

8. For What purpose do you spend time mostly in your mobile phone? a) Call b) Music/ Video Player c) SMS d) Internet

e) Others (Specify) 9. Mark your level of agreements to the following factors about your mobile handsets Very Good 1.Quality 2.After Sales Service 3.Image 4.Price 5.Performance 6.Features 7.Value Added Service 8.Exchange Value 9.Battery Life 10.Design & Look Good Average Poor Very Poor

12. Did you take opinion of your friend, relatives before buying new mobile phone? Yes No

13. Please rate your current mobile phones satisfaction level

A) Highly Satisfied D) Dissatisfied

B) Satisfied E) Highly Dissatisfied

C) Neutral

Thank You