Research Paper Brand Preference For Mobile Phones Among The Students In .
International Journal of Research and Reviewwww.ijrrjournal.comE-ISSN: 2349-9788; P-ISSN: 2454-2237Research PaperBrand Preference for Mobile Phones among theStudents in ChennaiDr. M. RajeshAssociate Professor, DB Jain College, Chennai.ABSTRACTThe youthful age, which is developing alongside portable innovation, must have a few or the othereffect on their standards of conduct. Mobile phones have turned into a need in the day by day lives ofpurchasers. In any case, because of headways in innovation the mobile phone industry has indicatedquick development, and this makes it significant for advertisers to acquire data on brand inclinationsfor mobile phones. It will enthusiasm to locate the portable reliance of the youthful age, their wirelessutilization design, and the effect of mobile phone use on the standard of conduct just ascorrespondence example of adolescents. The study was to determine brand preferences for mobilephones amongst students at a selected higher education institution of Dhanraj Baid Jain College inChennai. Primary data is collected through the circulation of pre structured questionnaire designed ina way to collect information for satisfying objectives of the study. The collected data with differentvariables is analyzed on various aspects to come to conclusion of significance.Keywords: Mobile phone, behavior, brand preferenceINTRODUCTIONMobile phones have turned into apractically fundamental piece of everydaylife since their quick development inprevalence in the late 1990s. An across thecountry review led in 2010 demonstratesthat mobile phones are the most essentialmode of correspondence for youths. It hasfor all intents and purposes influenced thegeneralpublic'sopenness,security,wellbeing and coordination of business andsocial exercises and has thus turned into apiece of culture of the entire world.The Chennai retail condition formobile phones is developing, with morecurrent and less expensive forms beingacquainted with the market, promptingsignificantlevelsofrivalryandadvancement. Because of the simplicity ofcorrespondenceandaccommodationrealized by mobile phones, they have turnedinto a need. The way that this industry isquickly developing prompts a high pace ofrivalry among producers and retailers ofmobile phones. This investigation harps forthe most part on college understudies, sincethey are youthful and are visit clients ofmobile phones.Elements of brandBrand identity: Brand identity comprisesof the brand body, brand character, brandreflections, mental self view. The characterclarifies the interesting mix of qualities forthe brand.Brand image: The brand image is theengaging idea that customers hold towardsthe brands and frequently clarify theextraordinary blend of properties for thebrand. The brand picture is the graphic ideathat shoppers hold towards the brands d position: Brand position is thedemonstration of correspondence throughInternational Journal of Research & Review (www.ijrrjournal.com)Vol.6; Issue: 11; November 2019445
M. Rajesh. Brand Preference for Mobile Phones among the Students in Chennaiwhich the brand administrator distinguishesthe shopper important measurements andconveys about the brand on thesemeasurements.Brand value: Brand value is the thing thatthe client is prepared to pay more whenevery single other brand are accessible inthe market. Higher brand value prompts thebrand inclination.Brand preferenceBranding has always been an importantaspect of marketing. Brand is a groundbreaking differentiator in a profoundlyfocused commercial center. It gives theorganization the ability to avoid aggressivemoves. A solid brand rings trust, certainty,solace and unwavering quality in the client'spsyche. Brands live in the psyches ofshoppers and are considerably more thanonly a tag for their acknowledgment and ID.They are the premise of customerrelationship and bring shoppers andadvertisers closer by building up anobligation of confidence and trust betweenthem. The guarantee of brand is steady withdependable quality, administration and byand large mental fulfillment. Brandinclination is the particular interest for anorganization's image as opposed to an item;how much purchasers lean toward one brandover another. Brand inclination can beaccomplished by making the positive brandpicture in clients mind. Brand picture is theshopper's impression about the brand'sphysical qualities, its presentation, theuseful advantages, the sort of individualswho utilize the item, the feelings andaffiliations it creates, and the symbolism oremblematic implications, it produces. Thebrand decision choices are basic foradvertiser. Seeing how clients land atexplicit brand decision is fundamental forbrand advancement.Brand inclinations happen whencustomers pick one accessible brand overothers, since they have built up a propensityor great past with that brand. Brandinclinations are firmly connected to markdecisions, and can impact purchaserpurchasing choices. There are variousvariables which impact brand inclinations,and these incorporate brand prominence,value, item properties, social impacts andpromoting correspondences. Social impactsincorporatejobs,family,referencegatherings, feeling pioneers, social classes,ways of life, and culture or sub-societies.In each item class, shoppers havemore options, more data and betterstandards than any other time in recentmemory. To move shoppers frompreliminary to inclination, brand need toconvey on their offer. With theextraordinaryadvertisingplanandenormous measure of venture, mindfulnesscan be accomplished rather rapidly; it setsaside some effort to construct brandinclination. Achieving and continuinginclination is a significant advance headedstraight toward gain the brand steadfastness.Buyer incline toward a specific brand sincethey think that its simpler to decipher whatadvantages brand offers feel increasinglycertain of it and get more fulfillment fromutilizing it. In view of buyer inclination thebrand can charge a more significantexpense, order unwaveringness, and runproficient showcasing programs. The brandinclination in this manner prompts higherresource esteem.Therearefoursignificantcomponents in marking. They are brandpersonality, brand picture, brand position,and brand value. Brand character comprisesof the brand body, brand character, brandreflections, mental self view. The tics for the brand. The brandpicture is the spellbinding idea thatpurchasers hold towards the brands andfrequently clarify the one of a kind blend ofproperties for the brand. The brand pictureis the spellbinding idea that shoppers holdtowards the brands and regularly clarifythem through allegories. Brand position isthe demonstration of correspondencethrough which the brand chief distinguishesthe customer significant measurements andconveys about the brand on theseInternational Journal of Research & Review (www.ijrrjournal.com)Vol.6; Issue: 11; November 2019446
M. Rajesh. Brand Preference for Mobile Phones among the Students in Chennaimeasurements. Brand value is the thing thatthe client is prepared to pay more whenevery other brand is accessible in themarket. Higher brand value prompts thebrand inclination.In each item classification, buyershave more options, more data and betterstandards than any other time in recentmemory. To move buyers from preliminaryto inclination, brand need to convey on theirincentive. With the extraordinary promotingplan and huge measure of speculation,mindfulness can be achieved rather rapidly;it sets aside effort to fabricate brandinclination. Achieving and continuinginclination is a significant advance headedstraighttowardgainthebrandunwaveringness. Shopper lean toward aspecific brand since they think that itssimpler to decipher what advantages brandoffers feel increasingly certain of it and getmore fulfillment from utilizing it. Onaccount of purchaser inclination the brandcan charge a more significant expense, orderdependability,andrunproductiveshowcasing programs.Top 5 mobile phone brands1. Apple iPhone 11 Pro Max iOS v13.02. Samsung Galaxy Note 10 Plus (GalaxyNote 10 Pro) Android v9.0 (Pie)3. Huawei P30 Pro Android v9.0 (Pie4. Apple iPhone XR iOS v12.05. Samsung Galaxy S10 Plus Android v9.0(PieTop 5 budget mobile phones1. Xiaomi Redmi Note 7S2. Xiaomi Redmi Note 73. Samsung Galaxy M204. Asus ZenFone Max Pro M25. Realme U1Student’s preference to purchase mobilephone Mobile phone features, size and colour durability and reliability of mobilephones portability of mobile phone brands user-friendliness of mobile phone brands quality when choosing a mobile phonebrand mobile phone appearance and batterylife when selecting a brand phone attributes when preferring a brandObjectives To determine the relationships betweenbrand popularity and mobile phonebrand preferences; To investigate the extent to whichproduct attributes influenced studentchoices of mobile phone brands; To determine the influences thatmarketing communications had onmobile phone brand preferences.Scope of the studyThe scope of the study was confinedto students at Dhanraj Baid Jain College,since it sought to determine brandpreferences for mobile phones amongstudents at a higher educational institution.RESEARCH METHODOLOGYThe present exploratory researchdiscusses the concept of brand preference ofmobile phone and its interface withstudents. It will be based on the datacollected through a field survey of 300students through structured questionnaire, toassess their attitude towards mobile phonebrand. The survey will be conducted in theDhanraj Baid Jain College in Chennai,Tamilnadu. The primary data is collectedfrom the respondents on the basis of theirperceptions to different thought provokinginsights relating to the concepts of brandpreference and awareness contained in thewell defined questionnaire. The sources ofsecondary data comprises of books,journals, periodicals, reports, theses andwebsites.Analysis and interpretationTable 1 Personal profile of the studentsClassification Number ofRespondentsGenderMale173Female127Year of studyFirst year41Second year166Third year93Source: Primary dataParticularsInternational Journal of Research & Review (www.ijrrjournal.com)Vol.6; Issue: 11; November 2019Percentage57.6742.3313.6755.3331447
M. Rajesh. Brand Preference for Mobile Phones among the Students in ChennaiIn the selected 300 students, 57.67% ofthem are male and the remaining are female(42.33%). 55.33% of the students arestudying in second year whereas 31% ofthem in third year and 13.67% of thestudents are studying in first year.Figure 2 Motivation for preferring brand of mobile phonesFigure 1 Personal profile of the studentsTable 2 Brand preference of the studentsClassification Number of Respondents r brands245Source: Primary dataThe above table describes the students aregiving their opinion as rank of preferredbrand of mobile phone. Vivo/Oppo wasranked the most preferred brand by studentsand given first rank, Samsung was rankedsecond place, Xiaomi placed the third,Motorola was ranked in fourth position andother brands are ranked in the last positionas 5th rank.Table 4 Preference to purchase mobile phoneClassificationNumberof PercentageRespondentsFeatures9832.67Reliability and durability3612User friendly5317.67Quality6521.67Battery life4816Source: Primary data32.67% of the students preferred mobilephone features to purchase, 17.67% of themexpected user friendly, 21.67% of thempreferred good quality of the mobile phone,16% of the students expecting good life ofthe battery and 12% of them preferredreliability and durability of the mobilephone to purchase.Table 3 Motivation for preferring brand of mobile phonesClassificationNumber of Respondents PercentageOwn choice11839.33Advertisement8127Friends / relatives 7424.67Others279Source: Primary dataFigure 3 Preference to purchase mobile phone39.33% of the students preferred mobilephone brands based on their own choices,27% were motivated by brand advertising,24.67% were referred brands by friends andrelatives, and 9% had other reasons whythey preferred certain mobile phone brandsover the others availableTable 5 Opinion about price of mobile phoneClassificationYesPrice affects the mobile phone brand I prefer68The mobile phone is good value for the money 82paidassociate mobile phone price with quality of the 91phonePrice of mobile phone has an impact on my ideal 59self-imageSource: Primary dataInternational Journal of Research & Review (www.ijrrjournal.com)Vol.6; Issue: 11; November 2019No22.6727.3330.3319.67448
M. Rajesh. Brand Preference for Mobile Phones among the Students in Chennai30.33% of the students said the price of themobile phone associated with quality of thephone, 27.33% of them told the mobilephone is good value for the money paid,22.67% of them felt the price affects theirpreferred mobile phone brand, and 19.67%of the students felt the price of mobilephone has an impact on my ideal self-image.LimitationsThe study focused only on Dhanraj BaidJain College students, and the results maynot give a true reflection of the broader areaof Chennai and Tamilnadu mobile phonemarket, due to cost and time constraints, thisstudy was limited to only under graduatestudents of Dhanraj Baid Jain College.CONCLUSIONMobile phone is one the innovationwithin recent memory. It has its beneficialoutcome just as negative effect on claimsociety. This investigation has exhibited thatthe understudies of Dhanraj Baid JainCollege know about the different brand ofmobile phone in the present market. Studyinvestigatedthesecomponentsanddiscovered ways they could help makers andadvertisers of mobile phones to improvetheir upper hands. The examination gavenew experiences to nearby advertisers onwhich variables purchasers most thoughtabout when searching for a mobile phonebrand, which will likewise be of advantageto makers when they produce new brands ofmobile phones.REFERENCES Arshad, H. M., Noor, M., Noor, N., Ahmad,W. and Javed, S. Impact of EffectiveAdvertisingonConsumerBuyingBehaviour: A Study of Mobile PhonePurchases in Pakistan. Journal of BasicApplied Sciences Research, 2015;4(3): 224231. Faryabi, M., Fesaghandis, K. S., Saed, M.Brand name, sales promotion andconsumer’s online purchase intention formobile phone brands. International Journalof Marketing Studies, 2013;7(1): 167-179. Hossain, Md. Impact of Mobile PhoneUsage on Academic Performance. WorldScientific News. 2019(118);164-180. Liu LQ, Min G, Yue ST, Cheng LS. TheInfluence of Mobile Phone Addiction onProcrastination: A Moderated MediatingModel. J Ergonomics. 2018(8): 232. Soyemi, Jumoke & S.A., Oloruntoba &Okafor, Blessing. Analysis of Mobile PhoneImpact on Student Academic Performancein Tertiary Institution. International Journalof Emerging Technology and AdvancedEngineering. 2015;5: 361-367.How to cite this article: Rajesh M. Brand preference for mobile phones among the students inChennai. International Journal of Research and Review. 2019; 6(11):445-449.******International Journal of Research & Review (www.ijrrjournal.com)Vol.6; Issue: 11; November 2019449
Top 5 budget mobile phones 1. Xiaomi Redmi Note 7S 2. Xiaomi Redmi Note 7 3. Samsung Galaxy M20 4. Asus ZenFone Max Pro M2 5. Realme U1 Student's preference to purchase mobile phone PercenMobile phone features, size and colour durability and reliability of mobile phones portability of mobile phone brands
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