CHAPTER - I INTRODUCTION CONCEPT OF BRAND: Brand is a name, term, symbol, mark or design or a combination of them which is intended to identify

goods or services of one seller or a group of seller and to differentiate them from those of competitors. This is a brand serves a double purpose: 1. It provides a device of identification of your product by a consumer in the market.
2. It also enables the consumer to distinguish your brand from other rival

products. IMPORTANCE OF BRANDING: The seller can build up a bright image of his organization around the brand. Branded product can be easily recognized by the customer in the retail shop. It offers protection to the consumer as it identifies the firm behind the product. When brands are successfully and effectively promoted, the very existence of the middleman depends upon a continued supply of such brands. Branding also reduces price flexibility. Price rigidity, however, may not be

socially desirable. Of course, price competition is never completely eliminated.

BRAND PREFERENCE: Brands are most powerful instruments of sales promotion due to the following reasons: 1. Ever increasing competition. 2. Importance of packaging as a distinct marketing function. packaging go hand-in-hand.
3. Need for advertising and publicity.

Branding and

4. Development of consumer brand consciousness as a brand image in his mind. The dealer is merely a distributing agency of branded product. Branding

constitutes the basis for successful activity of demand creation. Brands such as vim, lifebuoy, sunlight, Lux and Colgate have such a great pulling power that the retail shops draw customers to their stores on the strength of these brands in India. OBJECTIVES OF BRANDING:
1. An effective means of identification of a product in the market. Consumer can

recognize it easily.
2. Branding is the best device of product differentiation.

Consumer can

distinguish it from other rival products.

3. By means of advertising and sales promotion. Brand recognition preference

and even brand loyalty can be developed.

4. Branding enables manufacturer to bend demand to supply, i.e. Exercise control

over demand and prices. 5. Branding also enables manufacturer to secure control over channels of distribution. ESSENTIALS OF GOOD BRAND:
1. A brand should suggest something about a products benefits its use, quality,

products nature, purpose, performance or action, e.g. pappad. Tiger locks, vicco vijrandanti, snowcem.

Frigidaire, Lijjat

2. The name should be short, easy to pronounce, to spell and remember, easy to

identify and explain. It should be easy to advertise, e.g. Tide, Crest, Gem, Arrow, etc. 3. It should be capable of being requistered and protected legally under the legislation. 4. It should have a stable life and be unaffected by time. 5. It should not be used as a general or common name for all products. Examples names are linoleum, aspirin, cellophone, kerosene, band-aid, nylon, dalda, Kodak, everday. CELL PHONE: A cell phone (also called cell, mobile, or cellular telephone) is an electronic device used to make mobile telephone calls a cross a wide geographic area. Cell

phones are different from cordless telephones, which only offer telephone service within a limited range of fixed land line, for example within a home or an office. A cell phone can make and receive telephone calls to and from the public telephone network which includes other mobiles and fixed line phones across the world. It does this by connecting to a cellular network operator. In addition to being a telephone, modern cell phones also support many additional services, and accessories, such as e-mail, internet access, face books, downloads, games, Bluetooth infrared and USB support camera, MPB player, radio and still cum video enabled camera, touch screen, sensor, low-end mobile phones are often referred to as feature phones, where as high-end mobile phones that offer more advanced computing ability are referred to as smart phones. The first handheld cell phone was demonstrated by Dr.Martin cooper of Motorola in 1973. Using a handset weighing 2kg, in 1983, the model DynaTAC 800x was the first to be commercially available. In the twenty years from 1990 to 2010, world wide mobile phone subscriptions grow from 12.4million to over 4.6 billion. Penetrating the developing economies and reading the bottom of economic pyramid. HISTORY AND GROWTH: Radiophones have a long and varied history going back to Reginald freemens invention and shore-to-ship demonstration of ratio telephony. Through the Second World War, military use radio telephony links and civil services in the 1950s. The first mobile telephone call made from a car occurred in St.Louis, Missouri and USA on June 17, 1946 using the bell systems mobile telephone service. But the system was impractical from what is considered a portable handset today. In 1960s,

the worlds first partly was launched in Sweden. In 1962 a more modern version caller mobile system B(MTB) was launched, which was a push button telephone and which used transistor in order to enhance the telephones calling capacity and

improve its operational reliability. In 1971, the MTD version was launched opening for several different brands of equipment and gaining commercial success. Using a modern is somewhat heavy portable handset, cooper made the first call on a handheld mobile phone on April 3,1973 to his rival, Dr.Joel S.Engel of bell labs. The first commercially was launched in Japan by NTT in 1979, initially in the metropolitan area of Tokio. Within five years. The NTT network had been expanded to cover the whole population of Japan and become the first nationwide 1G network, in 1981; this was followed by the simultaneous launch of the Nordic mobile table phone (NMT) system in Denmark, Finland, Norway and Sweden. NMT was the first mobile phone network lunched featuring international learning. The first 1G network launched in USA was Chicago-based Ameritech in 1983. Using the Motorola

DynaTAC mobile phone. Several countries then followed in the early-to-id 1980s including the UK, Mexico and Canada. The first modern network technology on digital 2G (Second generation) cellular techno loges was launched by redialing (now part of Elisa Group) in 1991 in Finland on the GSM standard. In 2001, the first commercial launch of 3G (Third generation) was again in Japan by NTT Docomo on the WCDMA stander. One of the newest 3G technologies to be implemented high-speed downlink pocket Access (HSDPA) it is an enhanced 3G mobile telephony communication protocol in the high speed packet access (HSPA) family also coined 3.5G, 3GT or turbo 3G, which allows

networks based on universal mobile telecommunications system (UMTS) to have higher data transfer speeds and capacity.

DATA ANALYSIS AND INTERPRETATION Table: 3.1 Age S. No 1. 2. Male Female Total Source: Primary data Gender No. of customer 27 23 50 % of customer 54% 46% 100%

From the above table, it is clear that customers using mobile are male at 54% and nearby equivalent the female @46%.

Table: 3.2 Age wise Classification S. No 1. 2. 3. 4. Age Below 20 years 20 to 30 years 30 to 40 years Above 40 years Total Source: Primary data No. of customer 16 21 7 6 50 % of customer 32% 42% 14% 12% 100%

From above table reveals that, 16 respondents were in the age group of below 20 years, 21 respondents were between 20 - 30 years (42%), 7 respondents were

in between 30 - 40 years age (14%) and 6 respondents were in the age group, above 40 years.

Table: 3.3 Educational level

S. No 1. 2. 3. 4. Illiterate Up to HSC Graduate / Diploma Professionals Total Source: primary data Education No. of customer 2 10 29 9 50 % of customer 4% 20% 58% 18% 100%

From the above table it is clear that 2 respondents (4%) are illiterates, 10 customers (20%) studied up to HSC, 29 (58%) them have completed their graduate / diploma and 9(18%) of them are professionals.

Table: 3.4 Occupation

S. No 1. 2. 3. 4. 5. Coolie Salaried Employees/ Pensioners Business/Professions Students Housewives Total Source: primary data Occupation No. of customer 5 12 20 5 8 50 % of customer 10% 24% 40% 10% 16% 100%

From the above table Explains that 5 (10%) customers are coolies, 12(24%) of them are salaries employees/pensioners. 20(40%) of them are business/professions, 5(10%) of them are students, 8(16%) of them are housewives.

Table: 3.5 Income Level

S. No 1. 2. 3. 4. 5. Income Below - Rs.4000 Rs.4000 Rs.8000 Rs.8000 Rs.12000 Rs.12000 Rs.16000 Above Rs.16000 Total Source: primary data No. of customer 10 18 12 5 5 50 % of customer 20% 36% 24% 10% 10% 100%

The above table 6 it is clear that about 13(26%) customers earn income in the range of below Rs.4000 per month, 18(36%) customer earn income from Rs.4000 to Rs.8000 per month, 12(24%) customer to earn income from Rs.8000 to Rs.12000 per month, 5(10%) customer to earn income of Rs.12000 to 16000 of per month.

Table: 3.6 Members in your family

S. No 1. 2. 3. 4. Up to 3 3 to 5 5 to 8 Above 8 Total Source: primary data Members No. of customer 4 39 6 1 50 % of customer 8% 78% 12% 2% 100%

Table: 3.7 Cell Phones have in your family

S. No 1. 2. 3. 4. 5. One Two Three Four Above Four Total Source: primary data Cell Phones No. of customer 14 17 11 6 2 50 % of customer 28% 34% 22% 12% 4% 100%

From the above table it is clear that 14 customers (28%) of have a cell phone 17 customer (34%) have two cell phones, 11 customers (22%) have three cell phones, 6 customers (12%) of them four Cell phones and two customers (4%) of having above four in their family.

Table: 3.10 When you purchase it S. No 1. 2. Purchasing Ordinarily With any offer Total Source: primary data No. of customer 42 8 50 % of customer 84% 16% 100%

From the table it is clear that 42 (84%) customer bought the cell phones in ordinarily time and 8(16%) of them bought the cell phones in offer. Table: 3.11 How to buy it S. No 1. 2. As new one Used one Total Source: primary data Buying No. of customer 43 7 50 % of customer 86% 14% 100%

From the table it is clear that the buying habit of the 43(86%) customers bought cell phones as new one and 7(14%) customers bought used cell phones.

Table: 3.12 Suggestion before selecting the brand S. No 1. 2. Yes No Total Source: primary data Suggestion No. of customer 41 9 50 % of customer 82% 18% 100%

From the above table it is clear that 41(82%) the users of mobile phones are referring suggestion from other before selecting a particular brand and not by the remaining of them. Table: 3.13 Whom you got the suggestions S. No 1. 2. 3. Suggestions Friends & relatives Showrooms/sales personnel Existing users Total Source: primary data No. of customer 26 3 12 41 % of customer 63% 7% 30% 100%

The inference derived from the above table 26(63%) of the respondents use friends and relatives as the source of getting suggestions for brand selection 3(7%) of them have got from showroom & sales personnel and 12(30%) of them are from existing users.

Table: 3.14 High influence factors S. No 1. 2. 3. 4. 5. Particulars Good quality Price Colors & model Special features Easy handling Total Source: primary data No. of customer 23 4 5 7 11 50 % of customer 46% 8% 10% 14% 22% 100%

The table shows that 23(46%) customers to high user of influenced by the good quality, 4(8%) customers to influenced by price of the cell phones, 5(10%) customer to influenced by the colors & Models of the cell phones, 7(14%) customer to influenced by the special features, 11(22%) customers to influenced by the easy to handling of the cell phones. Table: 3.15 Is advertisement helps you to choose S. No 1. 2. Yes No Total Source: primary data Particulars No. of customer 36 14 50 % of customer 72% 28% 100%

From the above table it is clear that 36(72%) customer to choose the brand of cell phones by the way of advertisement and 14(28%) customer to do not consider the advertisement.

Table: 3.16 If yes, which media S. No 1. 2. 3. 4. 5. TV News paper Pamphlets Exhibitions Show room display Total Source: primary data Particulars No. of customer 17 10 2 3 4 36 % of customer 47% 28% 6% 8% 11% 100%

From the above table it is clear that 17(47%) customers influenced by TV Media, 10(28%) customers are influenced by newspaper, 2(6%) customers are influenced by Pamphlets, 3(8%) customers are influenced Exhibitions, 4(11%) customers are influenced by Show room display. Table: 3.17 Know about the product through advertisement S. No 1. 2. 3. 4. 5. Particulars Product information Special features Price Availability Usage of Phones Total Source: primary data No. of customer 8 9 11 5 3 36 % of the customer 22% 25% 31% 14% 8% 100%

From the above table it is clear that 8(22%) customers said the product information of the brand of cell phones, 9(25%) customers said the special features of the brand of cell phones, 11(31%) customers said to be the price of brands, 5(14%) customers said to be the availability of the brand of cell phones and 3(8%) customers said to be the usage of cell phones in a brand. Table: 3.18 S. No 1. 2. Particulars Yes No Total Source: primary data No. of customer 42 8 50 % of the customer 82% 18% 100%

From the above table it is clear that 42(82%) customers recommend their brand of cell phones to others to other 8(18%) customers not recommended their brand to anyone.

Table: 3.19 S. No 1. 2. 3. 4. Particulars Updated model Durability Special features Worth of the product Total Source: primary data No. of customer 6 10 5 21 42 % of the customer 14% 24% 12% 50% 100%

The table represents 6(14%) customer to the updated model, 10(24%) customer to recommend to the reason of durability, 5(12%) customer to recommended reason of special features and 21(50%) customers is worth of product. Table: 3.20 S. No 1. 2. 3. Particulars Costly Moderate Economy Total Source: primary data No. of customer 8 22 20 50 % of the customer 16% 44% 40% 100%

From the above table represents the late of cell phone 8(16%) customers said its costly, 22(44%) customers said its Moderate and 20(40%) customers said the price of cell phones economy. Table: 3.21 S. No 1 2. Yes No Total Source: primary data Particulars No. of customer 26 24 50 % of the customer 52% 48% 100%

From the above table represents the nature of problems of the cell phones 26(52%) customers said yes and 24(48%) customers said do not arising any problem of the cell phones.

Table: 3.22 S. No 1. 2. 3. 4. 5. 6. Particulars Lesser Battery Backup Poor voice clarity Less durability No after sale service High cost of spares Difficulty of handling Total Source: primary data No. of customer 8 6 2 3 4 3 26 % of the customer 31% 22% 8% 12% 15% 12% 100%

From the above table it is clear that 8(31%) customers said the problem to Lesser Battery Backup, 6(22%) customers said the Poor voice clarity, 2(8%) customers said the problem of Less durability, 3(12%) customers said to be No after sale service, 4(15%) customers said the problem High cost of spares and 3(12%) customer said to be Difficulty of handling. Table: 3.23 If yes S. No 1. 2. 3. 4. 5. Reasons Battery Backup Price Durability of brand Handling After sale service Total Source: primary data No. of customers 8 11 6 7 6 38 % of the customers 21% 29% 16% 18% 16% 100% If No No. of customers 5 2 1 1 3 12 % of the customer 42% 17% 8% 8% 25% 100%

CHAPTER II RESEARCH DESIGN 1. STATEMENT OF THE PROBLEM: The most important reason for studying consumer behaviour is significant role it place in our lives. It is a known fact that marketing policies and strategies are centered on customers attitude and behaviour as he is the king of marketing today. Therefore, studying the customers attitude has a greater significance in contemporary marketing field. There are several socio-economic variable such as age, family size, education income and so on and market variables such as price, guarantee and quality and so on. Which influence the loyalty of the consumer product or services. Among the various products mobile has became a vital one in recent years. In the Indian respective, variety of mobile phones has profitable market potentials. Though competition marketing difficult to the mobile phones of various products. Therefore application of marketing principles, formulating and innovation effective marketing strategies are advocated in mobile phone marketing. Thus a study of consumer attitude proves to be significant. 2. OBJECTIVES OF THE STUDY:

To know the attitude of consumers in brand preference. To analyze the reasons for selecting a particular brand of cell phones. To evaluate the opinion of consumers about various brands. To identify the reasons for satisfying the preference of consumers.

To suggest them for better brand preference.