“The sum of all characteristics,

tangible and intangible, that makes the

offer unique.”
CONTENT TABLE

1. Introduction

2. Literature Review

3. Objective Of Study

4. Research Methodology

5. Data Analysis & Interpretation

6. Findings/Discussion

7. Recommendation

8. Limitation

9. References
INTRODUCTION
The Internet has provided an efficient and effective way of delivering information and services to
millions of users who are connected to a wired network since it has been introduced. However,
this wired network addresses two major constraints: time and place. These limitations have
raised the issue of the mobile Internet, which enables users to access information from any place
at any time.
Mobile phones have become an indispensable and inseparable part of our day-to-day life. As a
matter of fact it is difficult to imagine life without these gadgets as they are required to carry on
various activities throughout the day such as:
 People don’t need to worry about where they are or what they have to use to effectively
communicate.
 People efficiently exploit the widest range of ways to communicate (fixed mobile voice,
email, instant messaging, SMS, audio video conferencing, collaboration).

Recently, the population of using mobile Internet has been growing due to the widespread use of
mobile devices and high speed Internet services. Mobile technology, however, is still very much
in its infancy regarding usability, display capabilities and computing performance. Thus, the
main usage of mobile Internet is concentrated on ring/avatar downloads. For mobile Internet
services to be propagated, they need to provide more intuitive and rich interface as well as
contents of them. However, as the size of mobile devices has become smaller, it is quite difficult
to provide intuitive and rich interface for users’ conveniences.

HYPOTHESIS
“The more attractiveness of Mobile Features, the higher the consumer's preference for the
mobile.”

ATTRACTIVENESS OF MOBILE

A brand that drag the attention of the customers on the base of some facilities/factors such as
facility of internet, TV, messaging, camera, mp3 system in mobile, price, color, size and shape,
and etc that become a cause of attraction. The attractiveness of mobile can be increased,
including giving the brand a set of values that the consumer wants, recognizes, identifies with,
and trusts.
Mobile phones are indeed the most common and most popular accessories of the modern world.
Generally, it is more a necessity than a luxury. And lately, our innovative manufacturers have
made these small devices to fashion things with a few cosmetic changes. In addition, many
fashion houses have specifically affiliated with different manufactures mobile phones and made
their phones look very attractive and beautiful. With the arrival of phones as luxury mobile
phones Samsung, Nokia, BlackBerry or the definition of mobile phones has seen a complete
metamorphosis.
A trend that has come in the form of mobile phone contract has actually proved instrumental in
shaping the growth curve of these mobile phones. The contract mobile phone offers have
advanced as a result of collaboration between the mobile phone manufactures and service
providers. Offers are probably high, they have tried almost sure to succumb to any of these offers
phone contract. The offer includes May minutes without talking, SMS, calls for reduced tariffs
and so on. And what happens with one of your favorite device you can easily choose among
several that are available on the market. These devices are also given for free as an extra
incentive to those offers phone contract.
However, there are several mobile phones in general do not come with a contract mobile phone
offers or may be because the user does not wish to undertake such a contract. For them, the best
option is in the form of pay as you go or Sim free phones. Mobile phones can also be purchased
through these plans.
The trend of mobile phones is experiencing resurgence in recent times because of the appeal on a
global scale that includes such instruments. What phones, they are normal, or business phones,
mobile fashion phones and luxury, the market growth of uniform and consistent popularity has
made it one of the most beloved and most important inventions in modern times.

PREFERENCE OF MOBILE

Measures of brand loyalty in which a consumer will choose a particular brand in presence of
competing brands, but will accept substitutes if that brand is not available. Preference based on
following categories
1. Selection of somebody or something: the view that one person, object, or course of action
is more desirable than another.
2. Right to express choice: the right or opportunity to choose a person, object, or course of
action that is considered more desirable than another "We exercised our preference."
3. Somebody or something preferred: a person, object, or course of action that is more
desirable than another, or the state of being that desirable choice "State your preferences
clearly."

THE KEY PLAYERS IN THE MOBILE MARKET

1. Nokia
2. Sony Ericsson
3. Samsung
4. LG
5. Others
Nokia

Nokia Corporation (Nokia), a Finland based company incorporated in 1967, is the leading
manufacturer of mobile devices and mobile networks in the world. Over the years, Nokia has
evolved from a pulp, rubber and cables manufacturing company to a major manufacturer of
wireless devices and networks. Nokia offers a wide range of mobile devices with experiences in
music, navigation, video, television, imaging, games and business mobility. It also provides
equipment, solutions and services for network operators, service providers and corporations. The
company offers its products in 150 countries across the world. It is headquartered in Espoo,
Finland and employs about 68,500 people. The company recorded revenues of E41, 121 million
during the fiscal year ended December 2006, and an increase of 20.3% over 2005. The operating
profit of the company was E5, 488 million during fiscal year 2006, an increase of 18.3% over
2005. The net profit was E4, 306 million in fiscal year 2006, an increase of 19.1% over 2005.
Nokia Corporation manufactures mobile devices principally based on global system for mobile
communications, code division multiple access (CDMA), and wideband CDMA (WCDMA)
technologies. The company operates in three divisions: Multimedia, Enterprise Solutions, and
Networks.
 The Multimedia division focuses on bringing connected mobile multimedia to consumers
in the form of advanced mobile devices, including 3G WCDMA mobile devices and
solutions.
 The Enterprise Solutions division enables businesses and institutions to extend their use
of mobility from mobile devices for voice and basic data to secure mobile access,
content, and applications. Its solutions include business-optimized mobile devices for end
users, a portfolio of Internet portfolio network perimeter security gateways, and mobile
connectivity offerings.
 The Networks division provides network infrastructure, communications, and networks
service platforms and professional services to operators and service providers. Nokia
Corporation is based in Espoo, Finland.

Samsung

The Samsung brand is the best known South Korean brand in the world and in 2005, Samsung
overtook Japanese rival Sony as the world's leading consumer electronics brand and became part
of the top twenty global brands overall. It is also the leader in many domestic industries, such as
the financial, chemical, retail and entertainment industries. Samsung's strong influence in South
Korea is visible throughout the nation, and is sometimes called the 'Republic of Samsung'. In
2008, Samsung became the largest mobile phone maker in the United States and 2nd largest
mobile phone maker in the World.

LG

LG Electronics is the world's second biggest maker of Televisions and third biggest marker of
LCD TVs and Mobile Phones. With headquarters in the LG Twin Towers on Yeouido, Seoul,
LG Electronics is the flagship company of LG Group, one of the world's largest Conglomerates.
The company has 75 subsidiaries worldwide that design and manufacture televisions, home
appliances, and telecommunications devices. LG Electronics owns Zenith Electronics and
controls 37.9 percent of LG Display. By 2005, LG was a Top 100 global brand and in 2006, LG
recorded a brand growth of 14%.Now the world's largest plasma panel manufacturer, its affiliate,
LG Display, is one of the largest manufacturers of liquid crystal displays. Also in 2006, the
company's mobile phone division, LG Mobile, marketed the LG Chocolate phone, changing the
company's image of the maker of thick 3G phones. It now focuses on the design and marketing
of phones such as the LG Shine, the LG Glimmer and LG Prada (KE850). As a result, the
company was picked as "The Design Team of the Year" by the Red Dot Design Award in
2006~2007 and is often called the "New Apple" in the industry and online communities. In 2006,
its net income was $226 million, on total revenues of $24.7 billion. The company was originally
established in 1958 as Gold Star, producing radios, TVs, refrigerators, washing machines, and air
conditioners. The LG Group was a merger of two Korean companies, Lucky and Gold Star, from
which the abbreviation of LG was derived. The current "Life's Good" slogan is a backronym.
Before the corporate name change to LG, household products were sold under the brand name of
Lucky, while electronic products were sold under the brand name of Gold Star. The Gold Star
brand is still perceived as a discount brand. In 1995, Gold Star was renamed LG Electronics, and
acquired Zenith Electronics of the United States. LG Solar Energy is a subsidiary formed in 2007
to allow LG Chem to supply polysilicon to LG Electronics for production of solar cells. In 2008,
LG took its first dive into the solar-panel manufacturing pool, as it announced a preliminary deal
to form a joint venture with Conergy. Under the deal, set to be completed by year's end, LG
would acquire a 75 percent stake in Conergy's Frankfurt solar-panel plant
 Mobile communications
 LG Electronics is the world's third largest handset maker.
 Digital appliance

Sony Ericson

Corporate structure Sony Ericsson Mobile Communications is a global provider of mobile

multimedia devices, including feature-rich phones, accessories and PC cards. The products
combine powerful technology with innovative applications for mobile imaging, music,
communications and entertainment. The net result is that Sony Ericsson is an enticing brand that
creates compelling business opportunities for mobile operators and desirable, fun products for
end users. Sony Ericsson Mobile Communications was established in 2001 by
telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation.
The company is owned equally by Ericsson and Sony and announced its first joint products in
March 2002. Sony Ericsson products have universal appeal and are different in the key areas of
imaging, music, design and applications. The company has launched products that make best use
of the major mobile communications technologies, such as the 2G and 3G platforms, while
enhancing its offerings to entry level markets. Sony Ericsson undertakes product research, design
and development, manufacturing, marketing, sales, distribution and customer services. Global
management is based in London, and R&D is in Sweden, UK, France, Netherlands, India, Japan,
China and the US. The management team is led by President Hideki Komiyama, a former senior
executive of Sony Europe and one of the key players in the growth of Sony in Europe; and
Executive Vice-President and Head of Sales Anders Runevad, the former President
EricssonBrazil.
LITERATURE REVIEW
Ayanwale, Alimi & Ayanbimipe (2005) had conducted a research to investigate The
Influence of Advertising on Consumer Brand Preference. The study based on a survey of 315
randomly selected consumers of food drinks in Lagos, Ibadan and Ile-Ife, cities in Southwestern
Nigeria, examined the role played by advertising in influencing consumers preference for
Bournvita, which is one of the leading food drinks in the Food and Beverage industry in Nigeria.
Results revealed that both male and female and different age groups were equally influenced by
advertising in their preference for the brand. 38.73% of the consumers showed preference for
Bournvita out of the various brands of the food drink studied. The major reasons advanced for
the preference are its captivating advertising (42.62%) and rich quality (40.16%). TV advertising
was most preferred by 71.43% of the respondents of all the media used in advertising Bournvita.
The need for high preference to advertising is therefore highlighted for companies that want to
not only retain their market but take positive steps to increase their market share.

Czellar & Palazzo (2004) had explored a study on the impact of perceived corporate
brand values on brand preference. The purpose of this study is that brand value attractiveness
(defined in terms of perceived corporate values and value importance) positively affects brand
preference and that this main effect is moderated by individual differences (defined in terms of
self-monitoring and materialism). We expect that brand values should be more important for low
self-monitors than for high self-monitors; in the same vein, non-materialists should give more
weight to values in their preferences than materialists. A first empirical study using six well-
known brands and 150 participants provides support for our model.

Park & Baek (2007) had explored the study to investigate that an experimental
examination of customer preferences on user interface. The basic purpose this study aims at
examining how design attributes of user interfaces of mobile services affect customer
preferences. In order to explore customer preferences to each design attribute of mobile services,
we measure and analyze customer’s WTP (Willingness To Pay) toward their different interface
designs. Ultimately, throughout the study, we try to answer how to design mobile services in
small screen of mobile devices. In addition, we propose an optimal design solution that
customers likely prefer.
OBJECTIVES OF OUR STUDY

The Primary Objective was to study the perception and buying behavior of people towards
various mobile brands. The Secondary Objectives of this study were to identify:
 To know about the people preference level associated with different mobile phones.
 To find out the people satisfaction towards the various 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.
 To know which advertisement media puts more impact on the buying decision of people.
 Factors, which help in increasing the sale of mobile phones

RESEARCH METHODOLOGY

Sampling Methodology:
Sample Size 30 respondents (15 Males and 15 Females)

Sample Unit Students of BS (Hons) and the Masters have been taken as sample unit.

Sampling Area University of Gujrat

Sampling Technique Non-Random Sampling techniques (Purposive Sampling, Quota

Sampling)

Research Design
Visited the students across University of Gujrat and gathered information required as per the
questionnaire. The project design is Non-probability project design and it is triangulation
research project.

Data Collection
Primary Data

Primary data has been used by us in the form of Questionnaire, which are the two basic methods
of collecting primary data, which are used in all research objectives.

Secondary Data

Secondary data sources like catalogue of the company, product range book of the company &
various internet sites such as nokia.com & google.com have been used.
DATA ANALYSIS AND INTERPRETATION
Q#1: Sex ratio of the respondents.

Table # 1

S.N
Particulars Number Percentage
O

1 Female 15 100%

2 Male 15 100%

35

30

25

20 Total Number Of
Respondent
15 Number Of Respondent
Percentage Of Respondent
10

0
Female Male

Interpretation

The graphical representation of the table shows that out of 30 respondents 15 are Female and 15
are Male.

Q#2: Have you purchased any mobile during the past year?

Table#2

Purchased any Mobile Number of the Percentage of

S.NO
During Past Year Respondents Respondents
 Female Male Female Male

1 Yes 11 12 73.33% 80%

2 No 4 3 26.67% 20%

Total 30 100

16

14

12

10
Total
8
Female
6 Male

0
Yes No

Interpretation

Out of the 30 respondents, 11 female and 12 male say yes they are using mobile phone in past
year and 4 female and 3 male are those who are new mobile users.
Q#3: Which Mobile phone you are using.

Table#3

Number of the Percentage of

Name of the Mobile Respondents Respondents
S.NO
Phones
Female Male Female Male

1 Nokia 11 14 73.33% 93.33%

2 Samsung 2 0 13.33% 0

3 LG 2 0 13.33% 0

4 Sony Ericsson 0 1 0 6.67%

 5 Others (Specify) 0 0 0 0

Total 30 100

16
14
12
10
Total
8
Female
6 Male

4
2
0
Nokia Samsung LG Sony Ericsson Others

Interpretation

Out of the 30 respondents, 11 female and 14 male are using Nokia Phone, 2 female are using
Samsung, 2 female are using LG and 1 male is using Sony Ericson.

Q#4: How long you are using the mobile phone.

Table#4

Number Of Percentage of
Time Period of using
S.NO Respondents Respondents
the mobile phones
Female Male Female Male
1 Less than 1 Year 4 0 26.67% 0
2 1-2 Year 2 2 13.33% 13.33%
3 2-4 Years 9 8 60% 53.33%
4 Above 4 Years 0 5 0 33.33%
Total 30 100%
 16

14

12

10

Total
8
Female
Male
6

0
Less than 1 Year 1-2 Year 2-4 Years Above 4 Years

Interpretation

Out of the 30 respondents 4 female are using for less than year, 2 Female and 2 male are using
for 1-2years, 9 female and 8 male are using for 2-4 years, 5 male are using for above 4 years

Q#6: How often do you change your mobile phone?

Table#6
Frequency of Number Of Percentage of
S.NO changing the mobile Respondents Respondents
phones Female Male Female Male
1 Less than 1 Year 2 9 13.33% 60%
2 1-2 Year 8 5 53.33% 33.33%
3 2-4 Years 1 1 6.67% 6.67%
4 Above 4 Years 3 0 20% 0
Total 29 99%
 16

14

12

10
Total 30
8
Female 15
Male 15
6

0
Less than 1 Year 1-2 Years 2-4 Years Above 4 Years

Interpretation

Out of the 30 respondents 2 female and 9 male are using for less than year, 8 female and 5 male
are using for 1-2years, a female and 1 male are using for 2-4 years, 3 female are using for above
4 years.

Q#12: What would you be willing to pay for a mobile phone?

Table#12
Number Of Percentage of
Willingness to pay for
S.NO Respondents Respondents
mobile phone
Female Male Female Male
1 Less than 10,000 9 11 60% 73.33%
2 10,001 to 20,000 6 3 40% 20%
3 20,001 to 40,000 0 1 0 6.67%
4 Any amount (Specify) 0 0 0 0
Total 30 100%
 16
14
12
10
8
6
Total
4 Female
2 Male
0
0 0 0
,0
0
,0
0
,0
0 nt
10 20 40 ou
n to to Am
ha 1 1 y
ss
t
00 00 An
Le 1 0, 2 0,

Interpretation

The graphical representation shows that out of the 30 respondents, 9 female and 11 male
respondents were willing to spend less than 10,000, 6 female and 3 male were willing to spend
between 10,001 to 20,000, 1 male was willing to pay between 20,001 to 40,000 and nobody
ready to pay any amount.
Q#14: Consider the TV advertisement you like – what brand is it promoting

Table#14

Number of the Percentage of

Name of the Mobile Respondents Respondents
S.NO
Phones
Female Male Female Male

1 Nokia 12 12 80% 80%

2 Samsung 0 1 0 6.67%

3 LG 1 1 6.67% 6.67%

4 Sony Ericsson 2 1 13.33% 6.67%

5 Others (Specify) 0 0 0 0

Total 30 100
 16

14

12

10

Total
8
Female
Male
6

0
Nokia Samsung LG Sony Ericsson Others
Interpretation

Out of the 30 respondents, 12 female and 12 male like the Nokia advertisement most, 1 male like
the Samsung, 1 female and 1 male like the LG , 2 female and 1 male like the Sony Ericson and
nobody like others.
Q#5: What are the reasons for using the above mentioned models?

Table#5

Reason for using the Number Of Percentage of

S.NO above mentioned Respondents Respondents
model Female Male Female Male
1 WAP 1 3 6.67% 20%
2 Just to talk on it 7 10 46.67% 66.67%
3 Use GPRS function 2 4 13.33% 26.67%
4 Receiving Email 0 7 0 46.67%
5 Receiving SMS 6 3 40% 20%
6 Download Files 1 3 6.67% 20%
7 Other Specifies 0 2 0 13.33%
 16
14
12
10
8
6
4 Total 30
2 Female 15
0
Male 15

Interpretation

This graphical representation show that out of 30 respondents 1 female and 3 male are using
WAP, 7 female and 10 male are using for just to talk on it, 2 female and 4 male are using for
GPRS function, 6 female and 7 male are using for receiving email, 6 female and 3 male are using
for receiving SMS 1 female and 3 male are using for downloading files and 2 mail are using for
making notes and multi player games.
Q#7: What phone Accessories do you have?
Table#7

Number Of Percentage of
Accessories have their
S.NO Respondents Respondents
mobile phones
Female Male Female Male
1 Hands free 10 11 66.67% 73.33%
2 Bluetooth Head Set 4 4 26.67% 26.67%
3 USB Data Cable 6 6 40% 40%
Memory Card (SD Card
4 12 6 80% 40%
)
5 Others(Specify) 0 0 0 0
 16
14
12
10
8
6
Total 30
4 Female 15
2 Male 15

0
e t le rs
Fre Se ab ar
d
he
s ad C yC O t
nd He ta or
Ha th Da em
oo B
t US M
ue
Bl

Interpretation
Out of 30 respondents 10 female an 11 male have the accessory of hands free, 4 female and 4
male have the accessory Bluetooth head set, 6 female and 6 male having the USB data cable, 12
female and 6 male having the memory card.
Q#8: Latest Mobile facilities which you are aware of:-
(Can tick multiple boxes of the facilities you know.)
Table#8
Number Of Percentage of
Latest mobile phones facilities
S.NO Respondents Respondents
awareness
Female Male Female Male
1 GPRS 10 10 66.67% 66.67%
2 3G 3 1 20% 6.67%
3 MMS 12 12 80% 80%
4 Bluetooth 13 11 86.67% 73.33%
5 Infrared 10 9 66.67% 60%
6 Video Call 3 4 20% 26.67
7 Other Facilities  0 2 0 13.33%
 16
14
12
10
8
6 Total 30
4 Female 15
2 Male 15
0
lls  
RS 3G S th re
d
es
GP M
M
too rf a Ca ii ti
l
ue o
Bl In de ac
Vi er F
O th

Interpretation
Out of 30 respondents 10 female and 10 male are aware about the facility of GPRS, 3 female and
1 male are aware about 3G, 12 female and 12 male are aware about MMS, 13 female and 11
male are aware about Bluetooth, 10 female and 9 male are aware about the Infrared,3 female and
4 male are aware about Video Call and2 male are aware about other facilities Making Notes,
Multi players games.

Q#9: What is your favorite brand in Mobiles?

(Please choose your 3 favorite brands in order of preference from the brands in the table
below. 1-most favorite,2 favorite and 3-least favorite.)
Table#9 (a)

Number of the Respondents Percentage of Respondents

Favorite Brand in Female Female

S.NO
Mobile Phones
Most Least Most Least
Favorite Favorite
Favorite Favorite Favorite Favorite

1 Nokia 13 2 1 86.67% 13.33% 6.67%

2 Samsung 8 4 1 53.33% 26.67% 6.67%

3 LG 0 1 1 0 6.67% 6.67%

4 Sony Ericsson 1 6 7 6.67% 40% 46.67%

 5 Others (Specify) 1 0 0 6.67% 0 0

Series 1
3
Series 2
Series 3
2

0
Nokia Samsung LG Sony Ericsson Others (Specify)

Interpretation
Out of 30 respondents female’s 13 most favorite brand, 2 favorite and 1 least favorite for Nokia,
8 most favorite brand, 4 favorite and 1 least favorite for Samsung, 0 most favorite brand, 1
favorite and 1 least favorite for LG, 1 most favorite brand, 6 favorite and 7 least favorite for
Sony Ericson and in others 1 response for most favorite is Blackberry.
Table#9 (b)

Number of the Respondents Percentage of Respondents

Favorite Brand in Male Male

S.NO
Mobile Phones
Most Least Most Least
Favorite Favorite Favorite
Favorite Favorite Favorite

1 Nokia 11 1 0 73.33% 6.67% 0

2 Samsung 0 3 2 53.33% 20% 13.33%

3 LG 0 0 2 0 0 13.33%

4 Sony Ericsson 1 3 2 6.67% 20% 13.33%

5 Others (Specify) 0 0 0 0 0 0
 25

20

15
Most Favorite
Favorite
10 Least Favorite

0
Nokia Samsung LG Sony Ericsson Others

Interpretation
Out of 30 respondents male’s 11 most favorite brand, 1 favorite and 0 least favorite for Nokia, 0
most favorite brand, 3 favorite and 2 least favorite for Samsung, 0 most favorite brand, 0 favorite
and 2 least favorite for LG, 1 most favorite brand, 3 favorite and 2 least favorite for Sony Ericson
and in others.
Q#11: Do you prefer phones to be?
Table#11 (a)
Number Of Percentage of
S.NO Preference mobile phones should be Respondents Respondents
Female Male Female Male
1 Slim 13 12 86.67% 80%
2 Medium 3 3 20% 20%
3 Thick 1 0 6.67% 0
 16

14

12

10
Total
8
Female
6 Male

0
Slim Medium Thick

Interpretation
In the width of the mobile phone out of 30 respondent 13 female and 12 male prefer the mobile
phone should be Slim, 3 female and 3 male prefer the mobile phone should be Medium and 1
female prefer that mobile phone should be Thick.

Table#11 (b)
Number Of Percentage of
Preference mobile phones
S.NO Respondents Respondents
should be
Female Male Female Male
1 Light 8 12 53.33% 80%
2 Medium 1 3 6.67% 20%
3 Heavy 0 0 0 0

16
14
12
10
Total
8
Female
6 Male
4
2
0
Light Medium Heavy
Interpretation
In the weight of the mobile phone out of 30 respondent 8 female and 12 male prefer the mobile
phone should be Light, 1 female and 3 male prefer the mobile phone should be Medium and
nobody prefer that mobile should be heavy.

Table #11 (c)

Number Of Percentage of
Preference mobile phones
S.NO Respondents Respondents
should be
Female Male Female Male
1 Small 4 2 26.67 13.33%
2 Medium 5 3 33.33 20%
3 Large 0 0 0 0

Chart Title
16

14

12

10 Total
Female
8 Male

0
Small Medium Large

Interpretation
In the length of mobile phone out of 30 respondent 4 female and 2 male prefer the mobile phone
should be Small, 5 female and 3 male prefer the mobile phone should be Medium and nobody
prefer that mobile should be Large.
Q#13: Where did you often see the mobile advertisement?
Number Of Percentage of
Advertisement for
S.NO Respondents Respondents
mobile phone
Female Male Female Male
 1 TV 10 12 66.67% 20%
2 News Paper 4 5 26.67% 33.33%
3 Magazine    4 2 26.67% 13.33%
4 Online 5 6 33.33% 40%

16

14
12

10
Total
8
Female
6 Male

2
0
TV News Paper Magazine    Online

Interpretation
The graphical representation shows that out of 30 respondents 10 female and 12 male mostly see
the advertisement for mobile phone through TV, 4 female and 5 male mostly see the
advertisement for mobile phone through News Paper, 4 female and 2 male mostly see the
advertisement for mobile phone through Magazine, 5female and 6 male mostly see the
advertisement for mobile phone through Online.

Q#10: Why you like the brands you chose above?

(Please indicate the important of below factors when you choose the brands. 1-very
important, 2-somewhat important, 3-neither important nor unimportant, 4-less important,
5- unimportant.)
Table#10 (a)

Number of the Respondents Percentage of Respondents

Likeness for
choosing the Female Female
.NO
above Mobile
Phones 1 2 3 4 5 1 2 3 4 5

Advertisement
1 0 0 5 2 2 0 0 33.33% 13.33% 13.33%
 Appearance 6.67% 6.67%
2 7 3 1 1 1 46.67% 20% 6.67%
Price 6.67% 6.67%
3 4 4 1 1 1 26.67% 26.67% 6.67%
Functions
4 11 0 0 0 0 73.33% 0 0 0 0
Quality
5 11 3 1 0 0 73.33% 20% 6.67% 0 0
Brand Image
6 6 3 1 0 0 40% 20% 6.67% 0 0
Service
7 7 1 0 0 0 46.67% 6.67% 0 0 0
Recommended by
13.33% 13.33%
8 friends 2 2 2 1 0 13.33% 6.67% 0

9 Others (Specify) 5 0 0 0 0 33.33% 0 0 0 0

Table#10 (b)

Number of the Respondents Percentage of Respondents

Likeness for
choosing the Male Male
.NO
above Mobile
Phones 1 2 3 4 5 1 2 3 4 5

Advertisement
1 1 2 0 0 6 6.67% 13.33% 0 0 40%
Appearance 6.67%
2 3 1 4 1 0 20% 6.67% 26.67% 0
Price 13.33% 6.67%
3 6 2 2 1 1 40% 13.33% 6.67%
Functions 13.33% 6.67%
4 7 2 1 0 0 46.67% 0 0
Quality 6.67%
5 11 1 1 0 0 73.33% 6.67% 0 0
Brand Image 13.33% 6.67%
6 4 2 1 0 4 26.67% 0 26.67%
Service 13.33% 6.67% 6.67%
7 5 2 1 1 0 33.33% 0
Recommended by
13.33% 6.67% 6.67%
8 friends 1 2 2 1 2 6.67% 13.33%

9 Others (Specify) 0 0 0 0 0 0 0 0 0 0
Q#15: Which of the following would impress you the most?
(Please indicate the important of below factors when you choose the brands. 1-very
important, 2-somewhat important, 3-neither important nor unimportant, 4-less important,
5- unimportant.)
Table#15 (a)

Number of the Respondents Percentage of

Which one is impress Female Fem
S.NO
the person
1 2 3 4 5 1 2 3

Slogan 13.33
1 4 2 2 2 1 26.67% 13.3
%

Picture 26.67
2 7 4 2 46.67% 13.3
%

Color 33.33
3 8 5 1 53.33%
%
Story
4 1 1 5 1 2 6.67% 6.67% 33.3

Spokesperson 33.33
5 5 3 1
%
Music
6 6 4 1 40% 26.6
Recommended by
7 Friends. 3 0 1 0 1 20% 6.67
Others (Specify)
8

Total 30 1

Interpretation:
Out of 30 respondents, female’s 0 very important, 0 somewhat important, 5 neither important nor
unimportant, 2 less important and 2 unimportant, Male’s 1 very important, 2 somewhat
important, 0 neither important nor unimportant, 0 less important and 6 unimportant for
advertisement. Female’s 7 very important, 3 somewhat important, 1 neither important nor
unimportant, 1 less important and 1 unimportant , Male’s 3 very important, 1 somewhat
important, 4 neither important nor unimportant, 1 less important and 0 unimportant for
appearance. Female’s 4 very important, 4 somewhat important, 1 neither important nor
unimportant, 1 less important and 1 unimportant ,Male’s 6 very important, 2 somewhat
important, 2neither important nor unimportant, 1 less important and 1 unimportant for price.
Female’s 11 very important, 0 somewhat important, 0 neither important nor unimportant, 0 less
important and 0 unimportant, Male’s 7very important, 2 somewhat important, 1 neither
important nor unimportant, 0 less important and 0 unimportant for functions. Female’s 11 very
important, 3 somewhat important, 1 neither important nor unimportant, 0 less important and o
unimportant , Male’s 11 very important, 1 somewhat important, 1 neither important nor
unimportant, 0 less important and o unimportant for quality .Female’s 6 very important, 3
somewhat important, 1 neither important nor unimportant , 0 less important and 0 unimportant ,
Male’s 4 very important, 2 somewhat important, 1 neither important nor unimportant , 0 less
important and 0 unimportant for brand image. Female’s 7 very important, 1 somewhat
important, o neither important nor unimportant, 0 less important and 0 unimportant , Male’s 5
very important, 2 somewhat important, 1 neither important nor unimportant, 1 less important and
0 unimportant for service. Female’s 2 very important, 2 somewhat important, 2 neither
important nor unimportant, 1 less important and 0 unimportant , Male’s 1 very important, 2
somewhat important, 2 neither important nor unimportant, 1 less important and 2 unimportant for
recommended by friends.

Table#15 (b)

Number of the Respondents Percentage of

Which one is impress Male M

S.NO
the person
1 2 3 4 5 1 2 3

Slogan 33.33
1 1 5 2 3 6.67%
%

Picture 26.33
2 5 4 1 2 33.33% 6.67
%
Color
3 5 3 2 2 1 33.33% 20% 13.3
Story
4 1 4 2 2 6.67% 26.6
Spokesperson
5 2 1 4 1 1 13.33% 6.67% 26.6
Music
6 7 3 1 2 2 46.66% 20% 6.67
Recommended by
7 Friends. 1 3 2 6.675 20% 13.3
Others (Specify)
8

Total 30 1
Interpretation:

Out of 30 respondents, female’s 4 very important, 2 somewhat important, 2 neither important nor
unimportant, 2 less important, 1 unimportant, male’s 1 very important, 5 important, 0 neither
important nor unimportant, 2 less important, 3 unimportant for slogan. Female’s 7 very
important, 4 important, 2 neither nor unimportant, 0 less important, 0 unimportant, male’s 5 very
important, 4 somewhat important, 1 neither important nor unimportant, 0 less important, 2
unimportant for picture. Female’s 8 very important, 5 somewhat important, 0 neither important
nor unimportant, 1 less important, 0 unimportant, Male’s 5 very important, 3 somewhat
important, 2 neither important nor unimportant, 2 less important and 1 unimportant for color.
Female’s 1 very important, 1 somewhat important, 5 neither important nor unimportant, 1 less
important and 2 unimportant , Male’s 1 very important, 0 somewhat important, 4 neither
important nor unimportant, 2 less important and 2 unimportant for story. Female’s 0 very
important, 5 somewhat important, 0 neither important nor unimportant, 3 less important and 1
unimportant ,Male’s 2 very important, 1 somewhat important, 4 neither important nor
unimportant, 1 less important and 1 unimportant for spokesperson. Female’s 6 very important, 0
somewhat important, 4 neither important nor unimportant, 1 less important and 0 unimportant ,
Male’s 7 very important, 3 somewhat important, 1 neither important nor unimportant, 2 less
important and 2 unimportant for music .Female’s 3 very important, 0 somewhat important, 1
neither important nor unimportant, 0 less important and 1 unimportant , Male’s 1 very
important, 3 somewhat important, 2 neither important nor unimportant, 0 less important and o
unimportant for recommended by friends.

FINDINGS/DISCUSSION

 Nokia is the most favorite brand of the college student male and female also. In which
93.33% male and 73.33% female because it is reliable and have durable prices.
 80% both male and female students like the Nokia advertisement most.
 Mostly students use the mobile phones for talking, SMS and for using the GPRS
function.
 Mostly students have hands free, bloothooth and memory card.
 Almost all students are aware about the GPRS, Bluetooth 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
Sony Ericson.
 Mobile users also prefer the mobile on the following attractive features; mostly they
prefer for their functions, quality and appearance.
 Mostly students prefer slim, light in weight and medium in size handset
 Mostly students see advertisement on television
  Pictures, color and music are the important factor in advertisement.
 13.33% female and 60% male student change their mobile phones less than 1 years
 53.33% female and 33.33% male student change their mobile phones within 1-2 years
 6.67% female and male student change their mobile phones from 2-4 years
 20% female student change their mobile phones above 4 years
 13.33% female and male students are using the mobile phones within 1 to 2 years.
 60% female and 53.33% male students are using the mobile phones 2-4 years.
 33.33% male students are using the mobile phones above 4 years.
 60% female and 73.33% male students are ready to pay for a mobile phone less than
10,000 and that is depend on the pocket money of their family and for them also.

After conducting the project we find that;

Results indicate that mobile attractiveness has, as expected, a positive and significant impact on
mobile preference. These results lead to the non-rejection of our hypotheses. Because there is
significant impact of mobile attractiveness feature on preference of mobile.

RECOMMENDATION

 Although Nokia provide durable and reliable and realy affoard able prices but about
the appearance Nokia should provide more.
 Cellular companies should increase the awareness about the 3G and Video calls
services.
 Companies should offer more range of Rs. 10,000 or less than 10,000.
 LG, Samsung and Sony Ericson should try to expand its market share and also should
try to increase the awareness through the television advertisement.
 Students do not get satisfied with the promotional policies of the companies. New
techniques of promotion are required to create awareness about the entire range of
company’s products.

LIMITATION

 A small sample size of 30 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 the University of Gujrat. So, we cannot say that
the same response will exist throughout country.
 This study is based on the prevailing student’s satisfaction. But the student’s
satisfaction may change according to time, fashion, technology, development, etc
REFERENCES

Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The Influence of Advertising on
Consumer Brand Preference. Obafemi Awolowo University, Nigeria. Retrieved on 29
Novewmber, 2009. From http://www.krepublishers.com/02-Journals/JSS/JSS-10-0-000-000-
2005-Web/JSS-10-1-001-076-2005-Abst-PDF/JSS-10-1-009-016-2005-164-Ayanwale-A-B/JSS-
10-1-009-016-2005-164-Ayanwale-A-B.pdf

Czellar, S., & Palazzo, G. (2004). The impact of perceived corporate brand values on brand
preference. Université De Lausanne École Des Hautes Études Commerciales, CH – 1015
Lausanne. Retrieved on 29 Novewmber, 2009. From
http://www.hec.unil.ch/cms_irm/WP0401.pdf

Manseo. (2009). Extensive Attractiveness of Mobile Phones   in Electronics. Retrieved on 18

January, 2010. From  
http://www.goarticles.com/cgi-bin/showa.cgi?C=2286886

Park, H., & Baek, S. (2007). An Experimental Examination Of Customer Preferences On User
Interface Design Of Mobile Services. Springer-Verlag Berlin Heidelberg. Vol. 4557/2007.
Yonsei & Hanyang University. Retrieved on 18 January 2010. From
http://www.springerlink.com/content/77n376303748131n/fulltext.pdf?page=1