KHANDELWAL COLLEGE OF MANAGEMENT SCIENCE AND

TECHNOLOGY

BAREILLY

PROJECT REPORT ON
“CUSTOMER PREFERENCES TOWARDS XIAOMI MOBILES”

THE PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF DEGREE OF B.COM (HONS) IN

THE FACULTY OF COMMERCE M.J.P ROHILKHAND UNIVERSITY, BAREILLY.

SESSION-2019-20

SUBMITTED TO: GUIDED BY: SUBMITTED BY:

DR.PRABODH GOUR MR. Amiyo Das Uday Vrat Johri
HOD B.COM HONS. (Asst. Professor ,KCMT) B.COM(HONS.)
 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind support
and help of many individuals and organizations. I would like to extend my sincere thanks to all of them.
I am highly indebted to Dr. Prabodh Gour and Mr. Amiyo Das for their guidance and constant supervision
as well as for providing necessary information regarding the project & also for their support in
completing the project.

I would like to express my gratitude towards my parents for their kind co-operation and encouragement
which help me in completion of this project.
I would like to express my special gratitude and thanks to Company persons for giving me such attention
and time.

My thanks and appreciations also go to my colleague in developing the project and people who have
willingly helped me out with their abilities.

Uday Vrat Johri

B.Com (H) 2nd Year
 DECLARATION

I declare that the project entitled “Customer Preferences Towards Xiaomi Mobiles” has been prepared by
me under the guidance of Mr. Amiyo Das, assistant professor department of commerce Khandelwal
College of Management Science and Technology, Bareilly. No part of this project has been formed the
basis for the award of any degree or fellowship previously.

Uday Vrat Johri

B.COM (HONS) 2nd Year
 INDEX

I. ACKNOWLEDGEMENT

II. DECLARATION

III. CERTIFICATE

1.0 INTRODUCTION TO TOPIC

2.0 INTRODUCTION TO COMPANY

3.0 OBJECTIVES

4.0 SWOT ANALYSIS

5.0 FINDINGS

6.0 LIMITATION

7.0 CONCLUSION

8.0 QUESTIONNAIRE

9.0 BIBLIOGRAPHY
 1.0 Introduction to the Topic- Customer Preferences
Understanding customer preferences is very important whether you are selling a product or offering a
service. This is because customers are the determiners of how successful a company becomes. After all
where will profits come from if not your customers? Customer care is all about sticking to the promises
you make to customers. However you can only satisfy your customer’s needs if you get to understand
them to an extent that you can anticipate their needs and deliver beyond their expectations.
Customers’ preferences are the backbone of every successful purchase. They are what shapes people’s
purchasing behaviour and online browsing patterns. They are a deciding factor in what stores we visit,
what food we eat, how much we spend on clothes and electronics, where do we shop for gifts, etc. These
preferences vary from customer to customer, as they are shaped by one’s environment, education, cultural
and social background.

When a customer enters your store, they are looking for a product that:

 1) Fits their requirements and  2) Falls within their price range. Therefore, when coming up
with a concept for a product, the first thing you need to do is identify what are the preferences of your
customers. That’s how you’ll make sure that what you offer is valuable enough for your customers to
spend money on

By analysing the customers’ preferences, you will be able to pinpoint and promote the product features
that attract the most customers and drive their purchasing intent.

Knowing your customer and having an understanding of where their preferences are coming from will
give you the necessary clarity on how to promote your services or products.

1.1 HOW TO UNDERSTAND YOU CUSTOMER PREFERENCES:

1.2 IDENTIFY WHO YOUR CUSTOMERS ARE?

In order to know whom you are trying to meet their needs you must get to know them. This does not
necessarily mean knowing them personally. Instead it involves customer segmentation.
 Depending on the service or product you are offering, identify the group of people that require them.
This group should form your current and potential clients. For example if you are involved in the sale of
baby clothing and maternity outfit, then your target should be expectant mothers and parents with small
kids.
 Basically knowing whom you are targeting based on their gender, occupation, age and disposable income
will help you serve them better.

1.3 FIND OUT THEIR SHOPPING METHODS: 

This is where most organizations fail. Let’s say you have a store in the middle of town and most of your
clients travel from far off areas to come and get your product or service. Based on the ever increasing
technological advancements, it would only be logical if you embrace technology to serve your customers
better. For clients who come from far operating an online store and arranging for door to door deliveries
would be a good way of making them happy.
 

Also get to know what mode of shopping they actually prefer. Do they like making orders over the phone,
visiting your online website or physical store? If for instance your customers like making phone calls
prior to visiting your store, then you should have excellent call center service. Calls that go unanswered
only end up disappointing clients, especially prospective ones.
1.4 LISTEN TO YOUR CUSTOMER’S COMPLAINTS:
There is no better way of understanding customer preferences than listening to and addressing their
complaints. Most organizations tend to side with their employees and not customers. It is true that
employees are a valuable asset to your company but customers are too. Carefully analyze a situation
before you dismiss a client’s complaints.
1.5 LISTEN TO YOUR CUSTOMER’S COMPLAINTS:
There is no better way of understanding customer preferences than listening to and addressing their
complaints. Most organizations tend to side with their employees and not customers. It is true that
employees are a valuable asset to your company but customers are too. Carefully analyze a situation
before you dismiss a client’s complaints.
1.6 INVEST IN CUSTOMER RESEARCH:
Market research is as valuable as the customers themselves. Every organization should have a customer
relationship management system. This database contains important statistics and data that you can use to
understand your customer’s preferences. If the data is not enough then use of both qualitative and
quantitative analysis techniques can help. Note that market research should not be a once in a life time
thing. Instead it should be made an ongoing activity. This is because the market keeps on changing with
the influx of new competitors every now and then.
1.7 CONDUCT A CUSTOMER SATISFACTION SURVEY:
This is the best way to know whether your customers are at ease with what you offer them. It is as easy as
just formulating a simple questionnaire that you issue your clients. Ask them whether they feel special
and really do enjoy doing business with you. Also get to know the types of brands they prefer and that
they would be delighted to find in your stores. Most importantly talk to them about your staff, do the staff
behave well towards them? If so then what are some of the negative experiences they have undergone?
 Introduction to the Company-Xiaomi Mobiles
Xiaomi manufactures and distributes mobile phones and consumer electronics. The Company also
develops mobile applications. It offers internet value-added products including TV boxes,
backpacks, phone screen protectors, earphones, and more.
The economic development in the third world countries is encouraging entrepreneurs to disrupt the
existing and mature markets with an innovative model. This paper presents one such case of Xiaomi.
Xiaomi is the brain child of a serial tech investor and entrepreneur Lei Jun, who is creating the next wave
in the Smartphone industry with the launch of smartly designed Android phones at very moderate costs.
The company after coming into existence in June 2010, has already shaken the Chinese market in a span
of 4 years and is aiming to be the next buzz word in the international market.
Xiaomi Inc., headquartered in Beijing, China, is a privately owned electronics company that designs,
develops, and sells smart phones, mobile apps, and other technology products. It was co-founded by eight
partners (Lei Jun (CEO), Lin Bin, Li Wanqiang, Zhou Guangping, Huang Jiangji, Hong Feng, Wang
Chuan, and Liu De) on June 6, 2010. The company began its operations with the launch of its Android-
based firmware MIUI (pronounced "Me You I") in August 2010, which is a heavily modified and hard-
coded user interface which brings in features from Apple's iOS and Samsung's TouchWiz UI. Further, it
expanded into other consumer electronics products, including tablets, smartphones, MiWiFi network
router, MiTV Smart TV, MiBox set-top box, MiCloud cloud storage and cloud computing service,
MiTalk instant messenger, and Mi power bank.

The catastrophic success of Xiaomi has garnered tremendous market share in the Chinese market both in
terms of shipments and revenues. It shipped 26.11 million smartphones in 1H 2014, while it had sold 18.7
million smartphones in 2013, and approx.7.0 million in 2012. Moreover, the company expects to ship 60
million and 100 million smartphones in 2014 and 2015 respectively. The overseas market contributed less
than 5% of Xiaomi smartphone sales in 2013. It earned $5.22 billion in revenues in 2013, while
forecasting revenues of $11.2 billion for 2014. The company also generated over 1 billion Yuan ($162
million) in FY 2013 from the sales of smartphone accessories and sideline products.
Several analysts are betting on the success of Xiaomi, including it in the list of top smartphone players.
Per Bloomberg, Xiaomi constituted 3.5% of global shipments in 1Q 2014 focusing only on China and
Singapore thus listing itself in the top 10 global smartphone vendors. Per Counterpoint Technology, a
market research firm, Xiaomi ranked third with an 11% market share in the Chinese smart phone market,
while the other leading smartphone brands were Samsung with an 18% market share, Lenovo (12%),
Coolpad (10%), Huawei (8%), ZTE (6%), and OPPO (3%). According to CTMR, a Hong Kong-based
market research organization, Xiaomi's smartphone products Redmi and MI3 ranked 7th and 10th
respectively among the world's top 10 best-selling smartphones in February 2014. What does this player
do distinctively to achieve such high paced growth? The success of Xiaomi can be attributed to its
business model that leverages incremental improvements and innovative business models to reinvent the
Smartphone business, which is exploding around the world. Per Fast Company’s list of 50 most
innovative companies 2014, Xiaomi has been named as the the third most innovative company, just
behind Google and Bloomberg.

Timeline of Xiaomi June 2010 Xiaomi was co-founded

August 2011 Announced the MI 1 phone
August 2012 Announced the MI 2 phone
 September 2013 Milestone - Sold over 10 million MI2 devices Announced plans to launch an Android-
based 47-inch 3D-capable Smart TV, to be assembled by Wistron Corporation, a Sony TV manufacturer
based in Taiwan Announced the MI 3 phone Announced plans to open its first retail store in Beijing,
China
October 2013 By October 2013, Xiaomi was reported as the fifth most used Smartphone brand in China
January 2014 Announced international expansion plans with Singapore being the first country and also
international headquarters for the company
February 2014 Xiaomi's Redmi makes its debut in Singapore
March 2014 Xiaomi Mi3 makes its debut in Singapore Announces plans to expand to Malaysia
Announced two versions of the RedMi Note (also known as HongMi Note)
April 2014 Purchased a new domain - mi.com for $3.6 million, the most expensive domain name in China
replacing Xiaomi.com as the official website domain of Xiaomi
Key Management executives:
Lei Jun Founder, Chairman and CEO
Lei Jun was part of the founding team of Kingsoft in 1992. He later became CEO of Kingsoft in 1998. He
founded Joyo.com in 1999, followed by further investments in many startup companies like Vancl, YY
and UC as an angel investor. On April 6, 2010, Lei Jun co-founded Xiaomi. In July 2011, Lei Jun
returned to Kingsoft as Chairman of the Board of the company. Forbes has listed him as the 23rd richest
man in China.
Lin Bin- Co-founder, President Lin Bin graduated from Sun Yat-sen University in electronics engineering
in 1990, followed by a master’s degree in computer science from Drexel University in 1992. Moving
ahead, he joined Microsoft as a Project Leader Engineer, and was promoted to Senior Development
Manager, Engineering Director. He joined Google in 2006 as Vice President of Google China Institute of
Engineering and an Engineering Director of Google Global.
Li Wanqiang Co-founder, Vice President
Presently, Li Wanqiangis responsible for marketing at Xiaomi. He graduated in Industrial Design from
Xi'an Science & Engineering Institute with a degree in 2000. He served in various positions at Kingsoft as
the Chief Designer of UI department, Director of Design Center, and Director of Internet Content.
Zhou Guangping Co-founder, Vice President
Currently, Zhou Guangping is responsible for Xiaomi's Mi-Phone Team. He obtained a PhD from
Georgia Tech in 1991. He joined Motorola as a core expert engineer in 1995 and served as the Senior
Director of Motorola Beijing R&D Center, Chief Engineer and Director of R&D Center of Motorola
Personal Communication, Vice Chairman of Mobile Patent Committee in Motorola China Research
Academy, and Vice Chairman of Cell phone Quality Control in Motorola Asia-Pacific.
Huang Jiangji Co-founder, Vice President
At present, Huang Jiangji is responsible for MiTalk at Xiaomi. He graduated from Purdue University and
worked for Microsoft from 1997 to 2010 and oversaw the development of products such as Microsoft’s
business server, B2B system, Biztalk auto-logistics distribution system, Chinese version of Windows
Mobile, Windows Phone 7 multimedia, Internet Explorer, and instant messenger.
 OBJECTIVES

 To know what customer’s think about the brand image of Xiaomi’s

smartphones.
 To know what range the people are willing to pay for Xiaomi’s
smartphones.
 To know at what scale people rate the Xiaomi’s smartphones compared
with the renowned brands like: Samsung, Apple and Nokia.
 To know how people rate the different features of Xiaomi’s smartphones.
 To know from which outlets the customer’s prefer to buy their
smartphones from.
 Appendix I :Questionnaire
Customer Preferences Towards Xiaomi Mobiles
Name of the Researcher: Uday Vrat Johri
Name of the Guide: Mr. Amiyo Das
Research Centre: K.C.M.T Bareilly

Respected Sir/Madam,
I am Uday Vrat Johri 2nd year B.COM(H) student of K.C.M.T college. I am conducting a
research project on “ Customer Preferences Towards Xiaomi Mobiles” as a part of my
study. I would be thankful if you could co-operate with me in filling the questionnaire.
The details conducted will be used for academic purpose only.
Questionnaire
Name:
Address:
Mobile No.:
Gender:

1. Why do you buy a smartphone? (select maximum 3 choices)

☐ Business Purposes
☐ Communication (audio &video)
☐ Want to keep updated with technology (Personal Image)
☐ Software flexibility (including access to applications from Google play or apple store etc.)
☐ Sales Promotion (discounts and offerings)
☐ Frequent updates and variety of models
Other (please specify)

2. When do you change your smartphone?

o Whenever there is new mobile versions
o When it is ruined
o When you get bored from your phone
Other (please specify)

3. What do you use more frequently?

☐ Applications
☐ Business Purposes
☐ Music
☐ Videos
☐ Games
Other(please specify)

4. You make the decision to buy a Xiaomi Smartphone based on....?

 ☐ Good previous experience
☐ Friends Recommendation
☐ Internet Reviews
☐ Social Media
☐ Printed Ad
☐ TV
☐ Features
Others(Please Specify)

5. What’s the range you are willing to pay for Xiaomi smartphone?
☐₹ 5000-10000
☐ ₹10001-15000 ( )
☐₹15001-20000 ( )
☐ ₹20001-25000 ( )
☐₹25001-35000 ( )
☐ ₹35001 and above ( )

6. Evaluate the following according to their importance that may affect on your purchase decision:
Not Important Neutral Important
o Quality
o Brand Image
o Camera
o Battery Durability
o Availability of different colours
o Ease of use
o In store promotion and discount
7. Please give sign for every brand for each attributes mentioned in the below table:
Xiaomi Samsung Apple Nokia
o Quality
o Brand Image
o Camera
o Battery Durability
o Availability of different colours
o Price
If there is another brand (please specify) and what's the attribute of interest for this brand ?

8. Do you read the manual describing usage of Xiaomi’s mobile?

o Yes
o No
9. When you buy a cell phone, what's your preferred payment method?
o Cash
o Credit/Debit Card
o Online payment
10. Which outlet do you prefer buying your mobile from ?
o Mobile shop
o Hypermarkets & Malls
o Nearest store to my home or work
o Doesn't matter (any place)
 SWOT ANALYSIS OF XIAOMI

 STRENGTHS IN THE SWOT ANALYSIS OF XIAOMI

One of the Largest Smartphone maker  – Xiaomi is one of the largest smartphone makers in the
world. It is said to be the 5th largest smartphone manufacturer as of 2017. Originating from China, the
Smartphones are manufactured in huge quantities and have wide acceptance across the world.

Highest selling Smartphone – The REDMI Note 4 became the highest selling smartphone in India
and China and practically in 50% of the Asian market. This shows that Xiaomi is strongly rising in the
smartphone market and has already beaten several giants.

Huge China and Asia market available  – Another benefit to Xiaomi is that the whole Asian
market is their playground. As China lies within Asia and as Chinese mobile brands are highly penetrated
in the Asian markets, Xiaomi still has a lot of ground to explore.

Penetrative Pricing – Xiaomi has the strongest penetrative pricing advantage because it generally
uses direct marketing techniques and avoids dealer and distributor margins.

Good Quality products – Even at such low prices, no one can doubt the quality of Xiaomi phones.
The smartphones are regularly rated high on all E-commerce portals – a further proof that Xiaomi does
not compromise on quality even if lowers the price regularly.

Manufacturing Advantage – China has a huge manufacturing advantage because the country in
itself is known for manufacturing and exporting the products. China is also one of the largest consumers
in the Asian market
.

 WEAKNESSES IN THE SWOT ANALYSIS OF XIAOMI

Offline Distribution – Xiaomi mainly sold through the flash sale but at times, it was difficult for
customers to get their hands on a REDMI or MI model phone. This is because their offline distribution is
not upto the mark and Xiaomi phones sell mainly via E-commerce.

Advertising and Marketing spends – The advertising and marketing spends of the brand is very
low. The brand launches ATL campaigns only when coming up with a new product. However, the
advertising is erratic at best and is never consistent.

Brand Image and Equity – Because the advertising and marketing efforts are poor, the brand image
is not so good as Samsung or Apple or other such competitors. The product portfolio of Xiaomi is also
limited which further effects the brand image. Service centers too are limited and all these factors
contribute to the low brand equity and reputation.

Low Skimming price – While other smartphone manufacturers survive on skimming price, Xiaomi
launches its own phones at low prices in the flash sales. As a result, it cannot take advantage of the
skimming price or the advantage is not as profitable as it would be for Samsung or Apple or other such
high end brands.
  OPPORTUNITIES IN THE SWOT ANALYSIS OF XIAOMI

Expansion – Covering the developing countries and the emerging markets should be the priority for
Xiaomi. As it mainly follows online sales model, which is becoming popular in many countries, it should
expand to countries where E-commerce mode of purchase is well established or in the process of
establishment.

Distribution – Besides online distribution, Xiaomi also needs to concentrate on offline distribution if it

ever wants to be consistent like some of its top competitors. Offline distribution would also mean higher
expenses and therefore a rise in price. But it will help the brand to create a long term image and equity.

Brand Building – Brand building methods such as Sales promotions, Trade promotions, ATL
campaigns and BTL campaigns should be launched as regularly as possible to build a better brand image.
Xiaomi is far behind Oppo and Vivo where BTL Campaigns are concerned.

Product Portfolio – Product portfolio of Xiaomi is limited and it has 2 major series which actually
contribute to the complete revenue of the brand. Expanding the product portfolio will help the brand in
brand building as well as in getting higher revenues.

 THREATS IN THE SWOT ANALYSIS OF XIAOMI

Competition – Oppo and Vivo are 2 of the biggest competitor for Xiaomi because they are themselves
from China and have the same manufacturing advantages like Xiaomi. Besides this, Oppo and Vivo have
a strong offline presence and have huge distribution network. Thus, they are a huge threat to Xiaomi.

Service – The lack of service centers equivalent to the number of sales by the brand is a worrying
statistic. Xiaomi needs to increase its sales and service centers both if it wants to retain its customers.

Brand Differentiation is absent – The smartphone segment has become such that brand
differentiation is becoming very difficult. Each brand is coming up with products which are almost
similar, thereby making it difficult for the customer to choose one brand over other. This will become
especially difficult when more and more brands come from China.
 7.0 Research Methodology

 Research type: - Descriptive

This research is based on descriptive research. Descriptive research is a research

method that describes the characteristics of the population or phenomenon that is being
studied. This methodology focuses more on the “what” of the research subject rather than
the “why” of the research subject.

 Sample area: - Bareilly

The sample chosen for this research was Bareilly.

 Sample size: - 100

The sample size for this research was 100

 Type of data: -Primary & secondary

The types of data used are primary and secondary

 Method used for data collection: -Questionnaire

The method used for data collection in this research was Questionnaire.

 Sampling technique: -Convenient sampling

The sampling technique used in this research was convenient sampling

 Type of questionnaire: - Close ended

This research was based on close ended questionnaire in which researcher had given
limited choices to respondent and out of which they had chosen only one.
 N= 100

purpose.
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ftw re e, o s
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Researcher depicted in above bar graph that out of 100% (N=100), 20%(n=20) respondents buy their
smartphones for business purpose, communication and for personal image and also about respondents for
the communication purpose. Hence, the maximum respondents buy their smartphones for business
N=100

2. When do you change your smartphone?

Total

When it is ruined
33% When you get bored
44% Whenever there is new mobile
versions

23%

Interpretation:
Researcher depicted in above pie chart that out of 100% (N=100), 44%(n=44) respondents change their
smartphones when there is new mobile versions, 33%(n=33) when it is ruined and about 23%(n=23)
when they get bored. Hence, the maximum respondents change their smartphones when there are new
mobile versions.
N=100

3. What do you use more frequently?

Total

34 30
15
3 7 5
1 2 2 1 Total

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Interpretation:
Researcher depicted in above bar graph that out of 100% (N=100), 34%(n=34) respondents use
applications more frequently, 30%(n=30) use their smartphones for business purpose and about 15%
(n=15) use their smartphones for music. Hence, the maximum respondents use applications more
frequently in their smartphones.
N=100

4. You make the decision to buy a Xiaomi Smartphone based on....?

Total

27
22
16 13
4 6 3
1 1 1 2 2 2

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Researcher depicted in above bar graph that out of 100% (N=100), 27%(n=27) respondents buy Xiaomi
,F
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smartphones with good previous experience, 22%(n=22) with friends recommendation and about 16%
ri
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(n=16) for its features. Hence, the maximum respondents buy Xiaomi smartphones because they have
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io
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N=100

5. What's the range you are willing to pay for Xiaomi smartphone?

Total

42
30

13 Total
1 1 1 1 3 4 4

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Interpretation: Researcher depicted in above bar graph that out of 100% (N=100), 42%(n=42)
respondents are willing to pay ₹15001-20000 for Xiaomi’s smartphones, 30%(n=30) ₹20001-
25000 and about 13%(n=13) ₹10001-15000. Hence, most of them are willing to pay ₹15001-
20000 for Xiaomi’s smartphones.
N=100

6. Quality of smartphone:

Total

1%
14%

Important
Neutral
Not Important

85%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 85%(n=85)
respondents think that quality of the smartphones is important, 14%(n=14) think that it could be
neutral and about 1%(n=1) think that it is not important. Hence, the maximum respondents think
that quality of the smartphones is very important.
N=100
7. Brand Image of the Company

Total

1%

23%

Important
Neutral
Not Important

76%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 76%(n=76) respondents
thinks that brand image of the company is important, 23%(n=23) think that it could be neutral and about
1%(n=1) think that it is not important. Hence, the maximum respondents think that brand image of the
company is important.
N=100
8. Camera Pixels

Total

3%

24% Important
Neutral
Not Important

73%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 73%(n=73) respondents
thinks that camera pixels of the smartphones is important, 24%(n=24) think that it could be neutral and
about 3%(n=3) think that it is not important. Hence, the maximum respondents think that camera pixels is
important.
N=100
9. Battery Durability of smartphone

Total

Important
39% Important
Neutral
Neutral
61%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 61%(n=61) respondents
thinks that battery durability of the smartphones could be neutral and about 39%(n=39) think that it is
important. Hence, the maximum respondents think that battery durability of the smartphone could be
neutral.
N=100
10. Availability of different colours of mobile

Total

7%

29%
Important
Neutral
Not Important

64%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 64%(n=64) respondents
thinks that availability of different colours of mobile it could be neutral, 29%(n=14) think that it is
important and about 7%(n=7) think that it is not important. Hence, the maximum respondents think that
availability of different colour could be neutral.
N=100
11.Ease of use of smartphone
Total

7%

28% Important
Neutral
Not Important
65%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 65%(n=65) respondents
think that ease of use of smartphones is important, 28%(n=28) think that it could be neutral and about 7%
(n=7) think that it is not important. Hence, the maximum respondents think that ease of use of
smartphones is important.
N=100
12.In store promotion and discount for mobiles
Total

12%
Important
Neutral
45% Not Important

43%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 45%(n=45) respondents
think that in store promotion and discount for mobiles is important, 43%(n=43) think that it could be
neutral and about 12%(n=12) think that it is not important. Hence, the maximum respondents think that in
store promotion and discount for mobiles is important.
N=100
13.Quality of the Brand
Total

21%
27%
Apple
Samsung
Xiaomi

52%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 52%(n=52) respondents
think that quality of Samsung smartphones is best, 27%(n=27) think that quality of Apple smartphones is
better and about 21%(n=21) think that quality of Xiaomi smartphones is good. Hence, the maximum
respondents think that quality of Samsung smartphones is best.
N=100
14.Higher Brand Image
Total

Xiaomi 34

Total
Samsung 23

Apple 43

0 5 10 15 20 25 30 35 40 45 50

Interpretation: Researcher depicted in above bar graph that out of 100% (N=100), 43%(n=43) respondents
think that Apple has higher brand image, 34%(n=34) think that Xiaomi has better brand image and about
23%(n=23) think that Samsung has good brand image. Hence, the maximum respondents think that Apple
has the highest brand image.
N=100
15.Best Camera
Total

Apple
23%

Nokia
1%

Samsung
Xiaomi 13%
63%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 63%(n=63) respondents
think that Xiaomi has the best camera, 23%(n=23) think that Apple has the best camera, 13%(n=13) think
that Samsung has the best camera and about 1%(n=1) think that Nokia has the best camera. Hence, the
maximum respondents think that Xiaomi has the best camera.
N=100
16.Which brand has the best battery durability?
Total

7%
3%

Apple
Nokia
23% Samsung
Xiaomi

67%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 67%(n=67) respondents
think that Xiaomi has the best battery durability, 23%(n=23) think that Samsung has the best battery
durability and about 7%(n=7) think that it Apple has the best battery durability and about 3%(n=3) think
that Nokia has the best battery durability. Hence, the maximum respondents think that Xiaomi has the
best battery durability.
N=100
17.Which brand has different colour varities of mobiles?
Total

14%
Apple
3% Nokia
36%
Samsung
Xiaomi

47%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 47%(n=47) respondents
think that Samsung has different colour varities of mobiles, 36%(n=36) think that Xiaomi has different
colour varities of mobiles and about 14%(n=14) think that Apple has different colour of mobiles and
about 3%(n=3) think that Nokia has different colour of mobiles. Hence, the maximum respondents think
that Samsung has the most number of different colour varities of mobiles.
N=100
18.Reasonable Pricing of smartphone
Total
Nokia
2%
Samsung
22%

Xiaomi
76%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 76%(n=76) respondents
think that Xiaomi has reasonable price smartphones, 22%(n=22) think that Samsung has reasonable price
smartphones and about 2%(n=2) think that Nokia has reasonable price smartphones. Hence, the
maximum respondents think that Xiaomi has the best reasonable pricing of smartphones.
N=100
19.Do you read the manual describing usage of Xiaomi's mobile?
Total

21%
No
Yes

79%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 79%(n=79) respondents
reads the manual describing the usage of Xiaomi’s smartphones and about 21%(n=21) don’t read the
manual describing the usage of Xiaomi’s smartphones. Hence, the maximum respondents reads the
manual describing the usage of Xiaomi’s smartphones.
N=100
20.When you buy a cell phone, what's your preferred payment method?
Total
5%
20%

Cash
Credit/Debit Card
Online Payment

75%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 75%(n=75) respondents
preferred payment method is credit/debit card, 20%(n=20) preferred payment is cash and about 5%(n=5)
preferred payment is online payment. Hence, the maximum respondents preferred payment method is
credit/debit card.
N=100
21.Which outlet do you prefer buying your mobile from?
Total

24%
29%

Doesn't matter
Hypermarkets & Malls
Mobile shop
Nearest store

15%
32%

Interpretation: Researcher depicted in above pie chart that out of 100% (N=100), 32%(n=32) respondents
think that they prefer buying mobiles from mobile shops, 29%(n=29) think that it doesn’t matter 24%
(n=24) buy from nearest store and 15%(n=15) buy from hypermarkets and malls.
 FINDINGS

o Researcher has found that respondents buy their smartphones for business purpose,
for personal image and also for the communication purpose.

o Researcher has found that respondents change their smartphones when there is new
mobile versions. Hence, the maximum respondents change their smartphones when
there are new mobile versions.

o Researcher has found that respondents buy Xiaomi smartphones with good previous
experience. Hence, the maximum respondents buy Xiaomi smartphones because
they have good previous experience.

o Researcher has found that respondents are willing to pay ₹15001-20000 for
Xiaomi’s smartphones. Hence, most of them are willing to pay ₹15001-20000 for
Xiaomi’s smartphones.

o Researcher has found that respondents think that the Camera Quality of the Xiaomi
smartphones is very good compared to the brands like Samsung, Nokia and Apple.
Hence, the maximum respondents think that the camera quality of the Xiaomi’s
smartphones is very good.
 LIMITATIONS

1. The area of study was confined up to Bareilly so result cannot be universally

acceptable.

2. The study was limited up to sample size of 100 so this cannot be a full proof.

3. The time given for the study was limited.

4. The researcher had collected data by convenient sampling using questionnaire so

there may be a possibility of certain deviation.
 CONCLUSION

Paying attention to customers is key to understanding their likes and dislikes. It may seem an uphill task
to engage in all the above mentioned activities just to understand clients. However the rewards are great.
Firstly you will greatly improve the image of your organization. Secondly, you get numerous repeat sales
and even referrals. Note that the opinion of customers matter a lot. This is because most people will rely
on their friends, relatives and colleagues to tell them the best products and service providers. Therefore
the negative experience of a single client can send away tons of potential clients. It is therefore important
that an organization invests as much as possible in understanding customer preferences.
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