INSTITUTE OF

MANAGEMENT STUDIES
GHAZIABAD
DISSERTATION
REPORT ON
CUSTOMER SATISFACTION TOWARDS
MICROMAX MOBILE

SUBMITTED TOWARDS PARTIAL

FULFILLMENT OF
POST GRADUATE DIPLOMA IN MANAGEMENT
Approved by AICTE, Govt. of
India Academic Session
2013 2015

SUBMITTED TODR. YOGITA SHARMA

FACULTY-MARKETING

SUBMITTED BYKUNAL KUMAR

(BM:013113)

DECLARATION

I hereby declare that the Synopsis of the Dissertation project entitled A Study of Consumers
Satisfaction towards micromax Mobile submitted to the Institute of Management Studies,
Ghaziabad, is a record of an original work done by me under the guidance of Dr.Yogita Sharma
and this project work is submitted in the partial fulfilment of the requirements for the award of
the degree of Post-Graduation diploma in Management

KUNAL KUMAR

ACKNOWLEDGEMENT
It is my immense pleasure to present the Dissertation report on " A Study of Consumers
Satisfaction towards micromax Mobile
I would like to thank my mentor and a faculty member Dr. YOGITA SHARMA for her timely
guidance, valuable support and encouragement at every step of preparing this report.
I would also like to thank our lecturers, faculty members and all those persons who have directly
or indirectly helped me in providing the books and amenities which have helped in development
of this report, without such help this report would not have been possible.

Table of Contents

CHAPTER
NO.
1
2
3
4
5
6
7
8
9
10

TOPICS
Executive Synopsis
Introduction/Company Profile
Objective of Project
Literature Review
Research Methodology
Findings and Analysis
Conclusions and Recommendations
Limitations
Bibliography
Questionnaire

PAGE
NO.
8
9
18
19
21
22
32
33
34
35

List of Table and Graph

Serial Number
1
2
3
4
5
6
7
8
9
10
11

Table & Chart

Micromax- Overview
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7,8
Table 9,10
Table 11,12
Table 13.14

EXECUTIVE SUMMARY

Page No.
10
22
23
24
25
26
27
28
29
30
31

A Study of Consumers Satisfaction towards micromax Mobile

to understand Delhi market for Micromax Mobile.
Under this firstly, it was important to know how Micromax Mobile reach to the customers and
which are the closest competitors of Micromax Mobile and strategies adopted by them to
increase their sales and what Micromax is doing at Retailer point of view so, for all this it was
important to visit the Retailer from where the customers buy the Mobile phone.
55 shops are visited by me in which i founded that:Retailer and customers are facing following problems:The study of how individuals, groups, or organizations select, buy, use, and dispose of products,
services, experiences, or ideas to satisfy needs and wants is called as Consumer behaviour.
Increase of disposable income, continuous growth and the desire for a better standard of living
are the reasons that demographics of Indian society are changing rapidly.
Some key factors that affect consumer behaviour are cultural, social, personal and psychological.
A persons self-image and learning are also found to have an effect on consumer behaviour.
In particular, this project sought to explore consumer behaviour relating to the purchasing of
Mobile Phones. Consumer buying behaviour is very uncertain and difficult to predict which
makes the task complex for the companies as to what features they need to incorporate in order
to impress the customers.

Company Profile

JOURNEY HOME GROUND BRAND

Micromax started as an IT software company in the year 2000 working on embedded platforms.
By 2008, it entered mobile handset business and by 2010 became the largest Indian domestic
mobile handsets company. This transformation was steered by four friends who divided
responsibilities on functional lines, which havent changed since: Rajesh Agarwal, 47, Managing
Director, Rahul Sharma, 37, Executive Director, Vikas Jain, 37, Business Director.
Through its emphasis on adapting to the changing market dynamics, introducing feature-rich
phones and smartphones that are innovative and unique, Micromax has today become a brand to
reckon with.
Today, Micromax has presence across India and global presence in Bangladesh, Nepal, SriLanka.

Corporate Profile
Micromax Mobiles is one of the leading mobile companies in the World today. According to
Strategy Analytics Global Handset vendor market share report, it is the 12 th largest mobile brand
in the World with a global market share of 1% and close to 8% market share in India. With indepth understanding of rapidly changing consumer preferences coupled with the use of advanced
technologies, Micromax has been able to differentiate itself from the competitors through
innovation
and
design.
It took some 6 years for this new company Indian company to enter the domestic Smartphone

market and win this area with its great-selling devices. The company, Micromax has been
occupying the second position in the top Smartphone sellers in India since last year and is all set
to make a rocking start into the next year, 2014.

In less than a decade of existence in the Indian markets this company was able to take the battle
on with the tech biggies. Samsung, Nokia, Apple and others with tons of experience and loads of
smart
gadgets
have
been
for
a
run
for
their
market
share.
These companies also introduced buyback schemes on their premium and budget products this
year. But due to its cheaper products Micromax had no worries as far as its products were
concerned.
The brand took on the leaders in the category with specific products that addressed different
customer needs. The company has focused their efforts towards creating life-enhancing mobile
phone solutions and wireless technologies that cater to the increasingly evolving needs of mobile
users in India. Micromax aims to be a billion dollar company with a significant double digit
market share by 2015.

Change in Company Logo

Micromax unveiled its new punch logo. The new logo was selected from list of logos submitted
by the participants in creative hunt to revamp logo contest, in association with Talent house
India. The new logo was revealed at the Micromax Asia Cup 2012, during the India vs. Pakistan
match on Sunday, March 18, 2012.
The contest targeted the design community across the virtual world and students from over 150
colleges and design schools. The contest ran for a span of 2 months registered over 2500 entries
by more than 1500 participants from across the globe. Out of the entries received, Eric Atkins of
USA was announced as the winner of the contest.
The winner of the online contest was rewarded with a MacBook Pro and recognition
on the Companys website. The entire Micromax branding was revamped

Old Logo
New Logo

MARKET SHARE OF MICROMAX

Counterpoint, a technology market research firm, finds that Micromax with a 20.4
percentmarket share has overtaken Samsung (25.1 percent) as the largest mobile phone supplier
in Q2 2014. Micromax and Samsung were closely followed by Nokia (10.9 percent), Karbonn
(9.5 percent), and Lava (5.6 percent).Aug 5, 2014

MICROMAX ACHIEVEMENT
Micromax Replaces Samsung as Largest Mobile Phone Vendor in India: Report
According to a recent report by a market research firm, Micromax has replaced Samsung to become the
leading mobile phone vendor in the country in terms of market share. It has also become the second largest
smartphone vendor in India behind Samsung.
Counterpoint, a technology market research firm, finds that Micromax with a 16.6 percent market share has
overtaken Samsung (14.4 percent) as the largest mobile phone supplier in Q2 2014. Micromax and
Samsung were closely followed by Nokia (10.9 percent), Karbonn (9.5 percent), and Lava (5.6 percent).
The research also revealed that Micromax replaced Nokia for the first time to become the leading feature
phone supplier. According to the feature phone shipment data published, Micromax topped the charts with a
15.2 percent share followed by Nokia (now operated by Microsoft) with 14.7 percent. Other handset
manufacturers following Micromax and Nokia in the feature phone segment were Karbonn (11.4 percent),
Samsung (8.5 percent), and Lava (7.3 percent).
Counterpoint also reports that Micromax with a 19.1 percent share is now the second largest smartphone
brand in terms of shipments, closely following Samsung (25.3 percent). Meanwhile, Lava (5.9 percent),
Motorola (4.3 percent), and Nokia (4 percent) are other top smartphone brands of the country.
Neil Shah of Counterpoint notes, "Micromax has widened the gap with the third largest smartphone player
as the race for the third place is up for grabs with fierce competition between Karbonn, Motorola, Celkon,
Nokia, Apple and Sony."
"This is the vendor which mobile industry will have to keep an eye on as it expands beyond domestic
markets. Globally, Micromax also jumped up the rankings becoming the tenth largest handset brand in
terms of mobile phone shipment volumes," added Shah.
Some of the other findings of the market research revealed that Indian mobile phone market grew by 2
percent annually. The smartphone segment, on the other hand, grew an impressive 68 percent annually,
while the demand for feature phones dropped to 16 percent annually in Q2, noted Counterpoint.
Shah also said, "The surprise performance was from Motorola thanks to its attractive but leaner portfolio
of Moto X, Moto G, Moto E and go-to-market strategy. The brand which could soon be part of Lenovo has
built a strong base in the high volume India smartphone market, entering the top five rankings surpassing
Nokia, Apple, Sony and others."

Market research companyCanalys last week reported that Motorola overtook Nokia to become the fourthlargest smartphone vendor in India in terms of units shipped in the quarter-ended June.
The market research firm also speculated that the Indian market will see intense competition thanks to the
entry of some popular Asian smartphone brands in the country.
Xiaomi is already seeing an impressive response to launch of its first Mi 3 smartphone in the
country. Asus, on the other hand, created a buzz in the market last month with its all new ZenFone
smartphone series being launched in India at aggressive pricing.
"However, these brands will have to work hard on their brand awareness, distribution and service network
to continue the growth beyond the early spike in demand in this very important mobile phone market,"
further Shah added.

The Core Team

Rajesh Agarwal(Co-Founder & Managing Director)

Rajesh Agarwal, Co Founder, Micromax Informatics is a key force behind one of the largest
mobile brand in India in terms of volumes. With an enriching experience of 22 years, Rajesh has
orchestrated strategic accomplishments that, together with ground-up development, allowed
Micromax to assemble a portfolio amongst the top-tier handset manufacturers that serve
consumers across the Globe.
Inspired by Warren Buffett, Rajesh an electrical engineer encompasses from him the rich virtues
of will strength, determination and risk-taking ability and applies them across all diversification
and growth to emerge as a victor. An ardent outdoor sports lover, Rajesh shows keen interest in
volley ball, cricket and table tennis. He is fond of travelling to new places and exploring different
cultures. In his leisure he reads about successful leaders and draws inspiration through their
ideologies.

Rahul Sharma(Co-Founder & Executive Director)

Mr. Rahul Sharma, Co Founder, Micromax Informatics Limited, is the driving force behind
Micromaxs commendable position in the Indian mobile handset market. Leading the Product
and Sales strategies in Micromax, Rahul encompasses an enriching work experience of 13 years.
The phenomenal growth of Micromax can be attributed to the dynamic leadership of Mr.
Sharma. An unparalleled increase in revenue inflow further substantiates the Midas touch that
Rahul has brought to the company and an equally impressive growth of the company highlights
the consistency of his leadership
For the successful person he is today, Rahul considers his father to be his true inspiration in life,
his real hero. It was his father who instilled in Rahul a strong work ethic, honesty, sincerity and
humility. Besides
being an entrepreneur, Rahul is a sports enthusiast with a passion for fast cars and Formula 1
racing.

Vikas Jain (Co-Founder & Business Director)

Vikas Jain is the Co-Founder Micromax Informatics Limited. With over 14 years of experience
in international business & planning and the information technology sector, Vikas has played a
crucial role in garnering and accelerating the business dynamics of Micromax. With his unique
set of expertise in the 3G business dynamics, coupled with a great sense of innovative world
successfully contributed in taking the company to newer markets and helping in global
expansion.
Vikas upholds diligence and perceptiveness in all his endeavors and understands the fact that
Micromax being a homegrown market has an edge over the rest when it comes to its
international counterparts in
terms of the understanding of the Indian consumer.
Prior to his entrepreneurial journey, Vikas was associated with renowned companies like
TELCO, GE and Daewoo. An aggressive winning trait coupled with undying efforts of a like
assumes to be the thrust behind Micromaxs step to a successful pedestal.

Brand Ambassadors

(Hugh Jackman)
Hollywood superstar Hugh Jackman has been chosen over a Bollywood star as the brand
ambassador of Indian mobile handset brand Micromax. He says he is a "huge lover" of India.
Jackman is known for films like "Les Miserables", "The Wolverine" and "Prisoners".
His association with Micromax will start with its new Smartphone Canvas Turbo, which will be
launched in India soon.

(Akshay Kumar)
Interestingly, while the Hugh Jackman is being signed, were seeing parallel ads by Akshay
Kumar promoting the recently launched Bolt A67 and Bolt.
These ads are running in conjunction with his movie Boss, so that these devices are rightly
targeted at that kind of audience. But, this is not the first time,Micromax has roped Akshay
Kumar for its ads. Back in 2010, Micromax launched a campaign with
Akshay Kumar to showcase not just its products, but its mantra of Nothing like Anything. The
setting of the ad showed how various
Devices from the company can be helpful in any kind of situation.

(Kalki Koechlin)
The new TVC of Micromax Mobiles M2 music handset featuring
Koechlin shows her using her phone to get together with her boyfriend in
a movie theatre. The ads catch line is "Micromax M2: looks like a music
player, works like a phone." Prior to this, Koechlin has also featured in the Coke ad with Imran
Khan.
Mircromax Mobiles already has Akshay Kumar and Twinkle Khanna as its brand ambassadors

(Twinkle Khanna)
Twinkle Khanna, who had taken a sabbatical from the tinsel town, was back. This time round,
she was seen in a commercial for Micromax Bling Mobile. It is the same brand of cell phones
endorsed by Twinkle's hubby dearest Akshay Kumar.

Innovations
First Long Battery Life Phone with 30 days battery backup
o X1i Marathon Battery phone with 30 days standby time & 17 days Talk time

First Dual SIM Dual mode active Phone (GSM+CDMA)

of Micromax GC700 is the first GSM + CDMA Mobile phone

First Womens Line of Devices

of Q55 Bling phone- First womens phone

First phone with built-in blue tooth

o Micromax X450 Van Gogh A stylish phone that integrates a detachable Bluetooth headset in
its sleek design

First Superphone with Gesture Control

o Created a new category called Superfone with Gesture Control, powered with 1GHz dual

core NVIDIA Tegra 2 Processor

Recent Achievements
The success of any Smartphone maker is a direct proportional to the number of brands it has
created for its products. Micromax is planning to launch an IPO of 2.15 crore shares to raise
around Rs 2270 million.
Micromax, according to IDC, has a 4.1 percent market share in India and is now valued at over
$1 billion. M Financial, Citigroup, Edelweiss and Nomura are the book running lead managers to
the issue.
For the year ended March 2013, Micromax had sales of 2,400 crore on selling over 85 lakh
handsets, with a net profit of 200 crore, as against revenue and profit of 350 crore and 35 crore
respectively for the previous year.

Products

Data
Cards
Mobile

Tablet
LED TV

Competitors
Micromax mobile manufacturer is putting up some tough competition for big brands like
Samsung, Nokia and Sony as the latest numbers from the International Data Corporation (IDC)
show.
The Q2 numbers for 2013 are out and what is noticeable is that Samsung, which in Q1 of 2013
had a market share of 32 percent, is facing some serious competition from home grown vendors
such as Micromax. Samsung is still number one in the Indian smartphone market but its share
has fallen to 26 percent.
Samsung is the biggest challenger to Micromax with nearly 22 percent market share. (the
company had 19 percent market share in Q1) Micromax also shipped 2 million devices this
quarter and its Canvas range has done well to boost the companys volume share.

Samsung
Samsung was formed in 1938 by Lee Byung-chull as a trading company based in Su-dong. The
small company started as a grocery, trading goods produced in and around the city as well as its
own noodles. The company grew and soon expanded to Seoul in 1947 but left once the Korean
War broke out. After the war, Lee expanded in to textiles and built the largest woolen mill in
Korea.
The successful diversification became a growth strategy for Samsung, which rapidly expanded in
to the insurance, securities, and retail business

LAVA

LAVA International Ltd is one of the fastest growing mobile handset companies in India.
Established in 2009, Lava has emerged as a dominant player in the market; having consolidated
its position amongst the top 3 Indian brands in slightly more than 3 years of its market presence.
With "Create Possibilities" as its guiding principle, LAVA has embarked on an ambitious journey
of empowering every human with quality innovative products.

LAVA has a wide product portfolio that encompasses tablets, feature phones and smart phones
having various models in bar and touch form factor at multiple price points to suit all categories
of consumers. LAVA's basket of brands includes ETAB series of tablets, IRIS series of Android
based smartphones, Discover series of Internet experience touch phones, Spark series of
premium bar phones and ARC & KKT series of feature rich budget phones.
KARBONN
Karbonn Mobiles is a telecommunication firm in India which was founded in March 2009. It is
a joint venture mobile manufacturing company between the Bangalore based United Telelinks
Limited (a group of Telecom Major and United Telecoms Limited) and Noida based Jaina

Marketing & Associates. Karbonn Mobiles India pvt ltd has a strategic tie-up with Sistema
Shyam TeleServices Limited.
The firm's total investment in Indian consumer market was over US$5 million in the fiscal year
2011. The firm has contracted with semiconductor companies worldwide for their handsets and
targets mainly the Indian market. The firm has over 85,000 retailers and 870 service centres
(around 150 dedicated exclusively for Karbonn) across India. Karbonn Mobiles is aiming at
registering a turnover of Rs 4,000 crore during the 2013-14 financial year.[1]
Karbonn has a presence in other countries such as Bangladesh, Nepal, Sri Lanka, Middle East
and Europe as well.[2]
The company has struck a deal with Eros International Media Ltd., the makers
of Rajinikanth starrer film Kochadaiyaan(2013) that will involve five lakh Kochadaiyaan
merchandise with screen savers and images from the film along with the trailer, behind the
scenes shots, signature tune of the film and lead actor's signature on back cover of phones.
Products in-built with these additions will be available in the market around September 2012 to
October 2012

Objectives
The following are the objectives of the study of consumer satisfaction towards
Micromax Mobile:
To analyse the factors that are important for the customers while choosing
towards Micromax Mobiles.
To study the level of customer satisfaction towards the products of micromax
mobiles.

Research Methodology
The data was collected through both the primary as well as secondary sources. The
primary source of the data is the users of various mobile handset users. The sources of secondary
data are the websites and company catalogues
Method of data collection
Sources of data:
a) Primary data:
Primary data was collected through direct communication with the respondents. The survey
was performed through a structured questionnaire with the help of micromax mobiles
users.
b) Secondary data:
The sources of secondary data were the websites of micromax and various mobile
providers, catalouges of various mobiles, newspapers, magazines etc.

DATA ANALYSIS

Reliability
Scale: all

Case Processing Summary

N
Valid
Cases

Excludeda
Total

%
69

100.0

.0

69

100.0

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics
Cronbach's

N of Items

Alpha
.941

25

Item Statistics
Mean
Age

3.54

Std. Deviation
1.232

N
69

Rate the following factors

[Price]
Rate the following factors
[Display]
Rate the following factors
[Audio]
Rate the following factors
[Camera]
Rate the following factors
[Design]
Rate the following factors
[Battery Backup]
Rate the following factors
[Operating System]
Rate the following factors
[After Sales Service]
Rate the following factors
[Buying Convenience]
Rate the following factors
[Durability]
Rate the following factors
[overall Experience]
Gender
Currently owned Handset
Company
Would you reccomend
Micromax to others
Rate the following factors
[Availability]
Rate the following factors
[Memory]
Rate the following factors
[Platform]

3.58

.497

69

3.04

.674

69

3.54

1.232

69

3.20

1.301

69

3.06

1.305

69

3.36

1.317

69

3.39

1.239

69

3.35

1.474

69

3.28

1.305

69

3.22

1.349

69

3.04

1.377

69

1.13

.339

69

3.80

1.183

69

3.88

1.266

69

3.42

1.253

69

3.20

1.378

69

3.23

1.319

69

Item Statistics
Mean
Monthly Income

Std. Deviation

3.22

1.349

69

3.04

1.377

69

Have you seen the

advertisement of Micromax?
If yes which media?

Thank you for your Kind and

Honest response

3.25

1.594

69

3.54

1.232

69

3.39

1.309

69

3.33

1.256

69

3.35

1.474

69

How much time taken for

final decision to buy
Micromax products by you?
Thank you for your Kind and
Honest response
Rate the following factors
[PLATFORM]
You like micromax because
of its

Frequencies
Statistics
Rate the following factors
[overall Experience]
N

Valid

69

Missing

Mean

0
3.04

Rate the following factors [overall Experience]

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

14

20.3

20.3

20.3

10

14.5

14.5

34.8

15

21.7

21.7

56.5

19

27.5

27.5

84.1

11

15.9

15.9

100.0

Total

69

100.0

100.0

Frequencies
Statistics
Rate the following factors [Price]
N
Mean

Valid
Missing

69
0
3.58

Rate the following factors [Price]

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

29

42.0

42.0

42.0

40

58.0

58.0

100.0

Total

69

100.0

100.0

Frequencies
Statistics
Have you seen the
advertisement of Micromax? If
yes which media?
N
Mean

Valid
Missing

69
0
3.04

Have you seen the advertisement of Micromax? If yes which media?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

14

20.3

20.3

20.3

10

14.5

14.5

34.8

15

21.7

21.7

56.5

19

27.5

27.5

84.1

11

15.9

15.9

100.0

Total

69

100.0

100.0

T-Test

HO = Is there any relation between price and quality for purchasing of micromax moibile.
H1 = trere is no relationship between price and quality for purchasing of micromax moibile.
Paired Samples Statistics
Mean
Rate the following factors
Pair 1

[Price]
Rate the following factors
[PLATFORM]

Std. Deviation

Std. Error Mean

3.58

69

.497

.060

3.33

69

1.256

.151

Paired Samples Correlations

N

Correlation

Sig.

Rate the following factors

Pair 1

[Price] & Rate the following

69

-.078

.522

factors [PLATFORM]

Paired Samples Test

Paired Differences
Mean

Std. Deviation

Std. Error Mean

95% Confidence
Interval of the
Difference
Lower

Rate the following factors

Pair 1

[Price] - Rate the following

.246

1.387

.167

-.087

factors [PLATFORM]
Paired Samples Test
Paired Differences
95% Confidence
Interval of the
Difference
Upper

df

Sig. (2-tailed)

Rate the following factors [Price] Pair 1

Rate the following factors

.580

1.476

68

.145

[PLATFORM]

Since the significance level is greater than 0.05 so there is relation between purchasing of goods
depend on price and quality.

T-Test
HO = Is there any relation between gender and purchasing of micromax moibile.
H1 = There is no relation between gender and purchasing of micromax moibile.

One-Sample Statistics
N
Gender

Mean
69

Std. Deviation

1.13

Std. Error Mean

.339

.041

One-Sample Test
Test Value = 95
t

df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the

Difference
Lower

Gender

-2298.431

68

.000

-93.870

-93.95

Upper
-93.79

Since the sig level is less than 0.05 so there is no difference between male and female perception
Toward purchasing of micromax mobile.

CONCLUSION
In the light of above study the following conclusion can be made:
The analysis result showed that the costumer have a satisfaction level on the basis of variables
considered into study whereas we found that majority of customer purchasing decision depends
upon the quality and price of the product.

QUALITY- On considering the result we found that customer ranks the quality of
Micromax Mobile on neutral scale ,where they have issues with the durability of the
product
IMPACT OF PROMOTION- Results shows that internet and world of mouth had
influenced the customer to buy Micromax product which helped the organization to gain
satisfaction of customer some where and turning Micromax into big brand.

PRICE-The low price strategy had impacted the higher end customer as it had focused
majorly on low end customer.

FEATURES- The features of Micromax product had played keen role in satisfaying its
customer as its competitor had failed to provide such features in such low cost.

SUGGESTIONS

Th e MICROMAX c a n d o a c u s t o m e r r e s e a r c h s t u d y, y e a rly or h alf y e a rly

t o g e t m o r e infor m a tio n a b o u t t h e c u s t o m e r s like s, dislik e s a n d c a n
c h a n g e t h e a t tit u d e s a n d p olici e s t o pr ovid e s a tisf a c tio n t o t h e
custo m ers.

The company should try to increase the durability of the product as customer
expectations are higher in terms of durability.

The company major focus is on low end customer which has some where effected the
satisfaction level of upper middle class customer for that Micromax should come up with
more options for upper middle class.

Research wing should focus more on designs competitors have advantage over them in
terms of designing.

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http://newforesticecreamltd.co.uk/point-of-sale
http://www.entrepreneur.com/article/230890
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http://www.indiaretailing.com/FoodGrocer/7/42/46/9718/Icecream-Market-inIndia
http://bmvyas.blogspot.in/2012/02/v-behaviorurldefaultvmlo.htmL
http://www.gsmarena.com/micromax-phones-66.php