Name: AVNI BHARTI

Program: MBA IVth Sem, Shift IInd

Enroll No.: 04721303912
Faculty Guide: Mr Sachin Sabharwal
Concept:
It was the project titled A Study of brand
preference among delhi colleges was
undertaken in order to find:
Recent Status of brand preference among
Delhi (India).
The impacts of factor of mobile brand
influence college students the most.
Applications and Recommendations for future
research.

Objectives of Study
The Primary Objective was to study the perception &
buying behavior of students towards various
mobile brands.
The Secondary Objectives of this study were to identify:
To know about the student preference level associated
with different mobile phones.
To find out the students 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 students.


Research Methodology
Research Design: Descriptive and Inferential in
nature.
Data Type: The data has been gathered through
Primary as well as through secondary sources.
Sampling Technique: Simple Random and
Convenient Sampling.
Research Instrument: Questionnaire
Sample size: 100
Sample location: Delhi
Data analysis techniques: Percentage Method
Data presentation technique: Tables, Pie Charts
and Bar Diagrams.

Data Analysis
There are 60 male and 40 female out of 100 respondents.
The highest number of respondents were of Samsung i.e.
30 and lowest is of micromax i.e. 5. Nokia is a close
competitor of Samsung.
Maximum people use mobile from 1 to 2 years and very
less people use phones for more than 4 years.
40 students are concerned with the screen size and 10
say that screen size is not important to them.30 students
are concerned with the buttons and 20 say that buttons
are not important to them. Similarly all the other
categories are analysed.
As per the study students have given moderate response
over all the basic multimedia features of mobile phone
which shows that they want to have combinations of all.



Research Findings
Nokia and samsung are the most favorite brand of the college student.
55% of prefer to have smart phone.
40% students are using the mobile phones since last 1 to 2 years.
45% students are ready to pay for a mobile phone less than 10,000
and they spend according to their family income.
Most of the students are concerned with touch screen and screen size.
Mostly students use the mobile phones for talking, SMS and for using
the GPRS function, social media.
Mostly students have large size mobile phones.
Most favorite brand among the college students is Samsung and the
least favorite brand is Micromax.
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

Recommendations
Nokia should provide better service and
features as it is getting very hard competition
from Samsung.
Cellular companies should increase the
awareness about the new multimedia features.
Companies should offer more range of Rs.
10,000 or less than 10,000.
Micromax should work over the quality and
awareness.
All companies should increase their
distribution channel.
The companies should continue to work on the
Strategy of T.Q.M (Total Quality Management)


Bibliography
BOOKS
Kotler Philip, Keller Lane Kvin Marketing management 12th edition
Pearson Education P.No. 117,118,121.
Ramaswamy V.S., Namakumari S. Marketing Management 3rd
edition 2006 Macmillan Publications. P. No. 311,312
Kumar Arun, Minakshi N. Marketing Management Vikash publication
1st edition 2006 P. No 213, 214
Kotler Philip, Koshy Abraham, Marketing Management 13th Edition
Pearson Education P.No.115, 116, 120.

WEBSITES
www.google.co.in
www.htc.com/in/smartphones
www.samsung.com/in
www.nokia.com
www.micromaxinfo.com


THANK YOU