A PROJECT REPORT (18MBAPR407) on the Topic A STUDY ON BRAND PREFERENCE OF CUSTOMERS FOR CELL PHONES By Mr. DINESH P 1CY18MBA14 MBA 4 th Semester Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the Guidance of Dr. PRAKASH B YARGOL Professor DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION C M R INSTITUTE OF TECHNOLOGY #132, AECS Layout, ITPL Main Road, Kundalahalli, BENGALURU-560037 Batch 2018-20 A PROJECT REPORT (18MBAPR407) on the Topic A STUDY ON BRAND PREFERENCE OF CUSTOMERS FOR CELL PHONES By Mr. DINESH P 1CY18MBA14 MBA 4th Semester Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the Guidance of Dr. PRAKASH B YARGOL Professor DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION C M R INSTITUTE OF TECHNOLOGY #132, AECS Layout, ITPL Main Road, Kundalahalli, BENGALURU-560037 Batch 2018-20 ii iii ACKNOWLEDGEMENT I have been fortunate enough to get good timely advice and support from a host of people to whom I shall remain grateful. I take this opportunity to express my heartfelt thanks to Dr. Sanjay Jain, Principal, CMR Institute of Technology, Bangalore, for his support and cooperation to undertake and complete the project work. I am extremely thankful to Prof. Sandeep Kumar, Head of the Department of Management Studies and Research, CMR Institute of Technology, Bangalore, for his advice and support throughout the completion of the project work. It gives me immense pleasure to record my thanks to my Internal Guide, Dr. PRAKASH B YARGOL, CMR Institute of Technology, Bangalore, for his valuable guidance and untiring support and cooperation in completing the project work. And finally, there is deepest of thanks for the patience and cooperation of the family and friends, without whom the endeavour would not have been possible. Mr. DINESH P 1CY18MBA14 iv TABLE OF CONTENTS Chapter Page CONTENTS No. No. Certificate ii Declaration iii Acknowledgement iv Executive summary v List of Table vi List of Charts vi EXECUTIVE SUMMARY 1-2 1 INTRODUCTION 3-19 1.1 Industry Profile 1.2 Company Profile 2 CONCEPTUAL BACKGROUND AND 20-29 LITERATURE REVIEW 2.1 Theoretical Background of the Study 2.2 Literature Review 3 RESEARCH DESIGN 30-36 3.1 Need for the Study 3.2 Objectives of the Study 3.3 Scope of the Study 3.4 Research Methodology 3.5 Research Hypothesis 3.6 Limitations of the Study 4 DATA ANALYSIS AND INTERPRETATION 37-45 5 SUMMARY OF FINDINGS, SUGGESTIONS AND 46-47 CONCLUSION 5.1 Findings of the Study 5.2 Suggestions 5.3 Conclusion BIBILIOGRAPHY 48 ANNEXURE 49-51 v LIST OF TABLES Table Page TITLE OF TABLES No. No. 1 Usage of mobile phones 37 2 Period of usage of phones 38 3 Reason for the usage of mobiles 39 4 How often they change phone 40 5 Accessories they use 41 6 Latest feature that aware of 42 7 Favorite Brand 43 8 Showing that like to buy the brand 44 9 Mobile phones to prefer 45 LIST OF CHARTS Chart Page TITLE OF CHARTS No. No. 1.1 Usage of mobile phones 37 1.2 Period of Usage of Phones 38 1.3 Reason for the usage of mobiles 39 1.4 How often they Change Phone 40 1.5 Accessories they Use 41 1.6 latest feature that aware of 42 1.7 Favorite Brand 43 1.8 Showing that like to buy the brand 44 1.9 Mobile phones to prefer 45 vi EXECUTIVE SUMMARY The purpose of this assessment is to find a few solutions concerning the brand tendency of telephones of individuals remaining in Bangalore. The developing number of media transmission structures and epic number of their supporters has made telephones an enormous vehicle for correspondence. Exchanging telephone stamps and resuscitating oneself with most recent advancement in flexible brands has been in the expanding configuration too. Smaller brand propensity could be related with different components like span gathering, sexual direction, cost of phone, family month to month pay, adaptable use reason, brand characteristics and some more. Through this investigation, we can get some answers concerning the convenient brand tendency of youth in Bangalore and help increment courses of action of different versatile brands. Many have experienced the review; we could locate that adolescent in Bangalore valley own a PDA and most them own an image which costs more than INR 20,000. Since cell phones are astounding and strong mode for correspondence, they have a constructive outcome in the economy of our nation. This examination could incite a couple of various disclosures, for instance, the customers mature enough assembling 16-24 for the most part lean toward Wi-Fi trademark in their phone, customers mature enough assembling 25-30 kindness contact pad remember for PDA while customers mature enough assembling 31-40 grade toward FM/Radio in their phone. It will in general be said that the costliest compact brands are purchased by customers whose month to month family compensation is above INR 50,000 so an other exceptional campaign are required for these customers. The customers whose month to month family pay is decently low purchase medium esteemed phones and use them for longer time. Thus, to pull in these customers, various offers and restricts should be used as a unique technique by adaptable brands. Thus, the revelations of this investigation would in like manner offer comprehension to convenient brands selling in Bangalore valley about how they should target unmistakable customer social events and use assorted restricted time campaigns for each customer gathering. In like way, the disclosures of brand property tendency can 1 help sponsors with settling on decision concerning which model of their compact brands would be sensible in Indian market 2 CHAPTER 1 INTRODUCTION 1.1A overview of cell phones The cell phone (for the most part "PDA" or "remote" or "headset") is a far go limited electronic contraption utilized for reduced correspondence. Regardless of the standard voice breaking point of a telephone, current PDAs can strengthen different extra associations, for example, SMS for messages, email, changing packs to get to the Internet and MMS to send and get photographs and annals. Most present PDAs interface with a cell game plan of base stations (cell regions), which thusly is interconnected in common (the exception is satellite phones. The wireless is in like manner portrayed as such a shortwave straightforward or progressed media interchanges in which a supporter has a far-off relationship from a phone to a modestly close transmitter. The incorporation extent of the transmitter is called cell. All things considered, the phone utility is open at urban zones and on the guideline turnpikes, the customer of the telephone moves beginning with one cell or consideration region then onto the following, the phone is adequately moved to the near to cell transmitter A flexible bought not be mistaken for a cordless phone (which is generally a phone with a small far off relationship with a local telephone jack.) Similar more current help. On the remote are near and dear exchanges organizations (PCS). 1.2. What is a brand? The expression "brand" "gets from the old 'Nordic' brandr 'which signifies" to consume ".7 The utilization of the term advanced in Middle English into the act of" checking forever with a hot iron, "a training used to stamp steers and cows. Be that as it may, the act of checking customer things with a name, picture, or logo is a lot more established and has been a piece of the financial exchange since papyrus was developed in early Egypt and paper in the Zhou tradition. Western China to make banners (Landa,2006). Brand character contrasts from the result of others in a similar class and permits purchasers to evaluate its root and incentive before purchasing the 3 specific brand. Recouped from the remains of Pompeii , the safeguarded portions of bread bore marks, made with supposed bread stamps, to show their cause and quality, giving an exhibition of the utilization of the imprint since 79 AD. it was additionally utilized in medieval Europe to implement its quality guideline. In 1931, officially characterized a brand as "a word, letter, gathering of words, or letters that make up a name, structure, or a mix of these that recognizes the items or administrations of a merchant or then again assembling of sellers and additionally it remembers them from those of competitors. (Definitions Committee, 1935) But a brand is more than the thing it recognizes" considering the way that it may have estimations that different it some way or another or another from various things proposed to satisfy a comparative need. These differentiations can be objective and considerable, related to the show of the brand thing, or progressively meaningful, energetic and unimportant, related to what the brand addresses. "(Keller, 2012) Brands are seen as really noteworthy assets. According to industry ace Interbrand, the 100 Most Valuable Global Brands addressed a combined assessment of over $ 1.7 billion out of 2015. Of these, CPG Brands address 21 of the 100 Most Valuable Brands on earth, with a joined assessment of $ 259 billion. The "brand worth" or business assessment of a brand's major image to the brand proprietor organization can be an enormous and significant elusive resource. While it is broadly accepted that brands make noteworthy hindrances to info and help keep up supernormal additions (eg; Bain 1956; Demsetz 1982; Schmalensee 1982a, 1983), Estimating brand esteem is a test by and by. The business estimation of possessing a trademark for an organization is eventually characterized according to a counterfactual (Goldfarb, Lu and Moorthy, 2008): what is the net present estimation of an organization's authentic balance income versus what might the organization have been? Net present estimation of parity gains, yet for the brand.