Customer Perception Towards Chinese Mobile Brands in Indian Market With Special Reference To Cuddalore District

CHAPTER I
INTRODUCTION
1.1 MARKETING
Marketing is the process by which a firm profitably translates customer needs into
revenue. Marketing are activities of a company associated with buying and selling a product
or service. It includes advertising, selling and delivering products to people. People who work
in marketing departments of companies try to get the attention of target audiences by using
slogans, packaging design, celebrity endorsements and general media exposure. Marketing is
based on thinking about the business in terms of customer needs and their satisfaction.
Marketing differs from selling because "Selling concerns itself with the tricks and techniques
of getting people to exchange their cash for your product. It is not concerned with
the values that the exchange is all about. And it does not, as marketing invariable does, view
the entire business process as consisting of a tightly integrated effort to discover, create,
arouse and satisfy customer needs." In other words, marketing has less to do with getting
customers to pay for your product as it does developing a demand for that product and
fulfilling the customer's needs.
There are many marketing definitions. The better definitions are focused upon market
orientation and the satisfaction of customer needs.
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments the company is capable of
serving best and it designs and promotes the appropriate products and services.”
Trish green defines Marketing as a way to connect what products and services you
have to offer with customers who want and need such products and services. It is multi-
faceted, starting with researching your target market and how best to deliver the message to
coming up with a plan to execute your promotion via various marketing media. The goal is
to develop a strategy to create, price and distribute your products and services for an
exchange that will satisfy both your and your customers’ objectives. It is an ever evolving
process – always evaluating that your message still meets the needs and wants of your
market.
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Jeanniey Mullen defines Marketing is the unique opportunity to establish respect and a
relationship with your target audience in a way that compels them to become addicted to your
products or service, your support. Successful marketing is recognized at the precise moment
when your target consumer feels so strongly about your company they integrate you into their
daily routines and lifestyle.
Marketing is the social process by which individuals and organizations obtain what
they need and want through creating and exchanging value with others and it is based upon
an a basic marketing exchange process, and recognizes the importance of value to the
customer and it process by which companies create value for customers and build strong.
Customer relationships in order to capture value from customers in return and it is one
of the management process for identifying, anticipating and satisfying customer requirements
profitably. It also looks not only at identifying customer needs, but also satisfying them and
anticipating them in the future. Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
1.2 MARKETING MANAGEMENT:
Management is the processes of planning, organizing directing motivating and

coordinating and controlling of various activities of a firm. Marketing is the process of
satisfying the needs and wants of the consumers. Management of marketing activities is
Marketing Management. Management Guru Philip Kotler defines marketing as “Marketing
Management is the analysis, planning, implementation and control of programmes designed
to bring about the desired exchanges with target audiences for the purpose of personal and
mutual gain. It relies heavily on adoption and coordination of the product, price, promotion
and place for achieving response” In other words, a business discipline, which is focused on
the practical application of marketing techniques and the management of a firm’s marketing
resources and activities, is Marketing Management. Marketing Management focuses upon the
psychological and physical factors of Marketing. The Marketing managers are responsible for
influencing the level, timing, and composition of customer demand accepted definition of the
term. While the psychological factors focus upon discovering the needs and wants of the
consumer and the changing patterns of buying behavior, habit etc. the physical factors focus
upon fulfilling those needs and demands buy better product design, channel of distribution
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and other functions. In summary, Marketing in action is marketing Management.
Marketing Management has the responsibility of to perform many functions in the field of
marketing such as planning, organizing, directing, motivating, coordinating and controlling.
All these function aim to achieven the marketing goals. Marketing is everything a company
does to acquire customers and maintain a relationship with them. The ultimate goal of
marketing is to match a company's products and services to the people who need and want
them, thereby ensuring profitability.
Marketing involves Customer, Analysis, Advertising, Marketing, Sales, Promotion, Price,

Internet and target. Core concepts include Needs- wants and demands- products and services-
value- satisfaction & quality- Exchange- transactions & Relationships-Markets.
The management process through which goods and services move from concept to
the customer. It includes the coordination of four elements called the 4 P's of marketing:
(1) Identification, selection and development of a product,
(2) Determination of its price,
(3) Selection of a distribution channel to reach the customer's place, and
(4) Development and implementation of a promotional strategy.
Process, Physical evidence, People are the other 3 P’s of marketing.
 Product refers to an item or items a business intends to sell. When examining a

product, questions should be asked such as, what product is being sold? What
differentiates the product from its competitors? Can the product be marketed with a
secondary product? And are there substitute products in the market?
 Price refers to how much the product is likely to cost. When establishing price,
considerations needs to be given to cost the unit cost price, marketing costs and
distribution expenses.
 Place refers to distribution of the product. Key considerations include whether the
product is going to be sold through a physical store front, online or made available
through both distribution channels?
 Promotion refers to the integrated marketing communications campaign. Promotional

activities may include advertising, personal selling, sales promotions, public relations,
direct marketing, sponsorship and guerrilla marketing. Promotions are likely to vary
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being dependent on what stage of product life cycle the product is currently in.
Marketers must be aware that consumers associate a product’s price and distribution
with its quality, and would be prudent to take this into account when devising the
overall marketing strategy.
1.3 Online Marketing

It is vital for marketers to utilize online tools such as social media and digital
advertising, both on website and mobile device applications, as well as internet forums.
Considering an appropriate distribution channel for products purchased online is also an
important step in the process. Online marketing is a critical element of a complete marketing
strategy.
Following is a brief summary of functions of Marketing,
1. Marketing Objectives: marketing management determines the marketing objectives. The

marketing objectives may be short term or long term and need a clear approach. They have
to be in coherence with the aims and objectives of the organization.
2. Planning: After objectively determining the marketing Objectives, the important function
of the marketing Management is to plan how to achieve those objectives. This includes
sales forecast, marketing programmes formulation, marketing strategies.
3. Organization: A plan once formulated needs implementation. Organizing functions of

marketing management involves the collection and coordination of required means to
implement a plan and to achieved pre determined objectives. The organization involves
structure of marketing organization, duties, responsibilities and powers of various members
of the marketing organization.
4. Coordination: Coordination refers to harmonious adjustment of the activities of the

marketing organization. It involves coordination among various activities such as sales
forecasting, product planning, product development, transportation, warehousing etc.
5. Direction: Direction in marketing management refers to development of new markets,

leadership of employees, motivation, inspiration, guiding and supervision of the employees.
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6. Control: Control refers to the effectiveness with which a marketing plan is implemented. It
involves the determination of standards, evaluation of actual performance, adoption of
corrective measures,
7. Staffing: Employment of right and able employees is very crucial to success of a market
plan. The market manager coordinates with the Human Resource Manager of an
organization to be able to hire the staff with desired capability.
8. Analysis and Evaluation: The marketing management involves the analysis and evaluation
of the productivity and performs mace of individual employees.
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
1.4 MARKETING RESEARCH
Marketing research is the function that links the consumer, customer, and public to
the marketer through information--information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the method for
collecting information, manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications.
CUSTOMER PERCEPTION:
The marketing concept that encompasses a customer’s impression, awareness and

consciousness about a company or its offerings. Customer perception is typically affected by
advertising, reviews, public relations, social media, personal experiences and other channels.
In biology, perception refers to the senses that any organism uses to collect information
about its environment. In customer behaviour, however, perception refers to much more than
just the biological use of our sense organs. It includes the way stimuli are interacted and
integrated by the consumer. Although there are numerous definitions in literature explaining
perception from a consumer behaviour perspective, "The entire process by which an
individual becomes aware of the environment and interprets it so that it will fit into his or
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her frame of reference." Every perception involves a person who interprets through the
senses something, event, or relation which may be designated as the percept.
Perception occurs when sensory receptors receive stimuli via the brain, code and
categorise them and assign certain meanings to them, depending on the person's frame of
reference. A person's frame of reference consists of all his previous held experiences, beliefs,
likes, dislikes, prejudices, feelings and other psychological reactions of unknown origin.
From the discussion it is eminent that the perception process has long been recognised as the
most significant barrier to effective communication. A problem though with perception and
related studies is that two individuals may be subject to the same stimuli under apparently the
same conditions, but how they recognise, select, organise and interpret them is a highly
individual process based on each person's own needs, values, expectations and the like.
Individuals further more act and react on the basis of their perceptions, not on the basis of
objective reality. It is important that marketers understand the whole notion of perception and
its related concepts so that they can more readily determine what influences customers to
buy. The perception process is also complicated due to the possibility that individuals may be
stimulated below their level of conscious awareness (known as subliminal perception).
Individuals also experience a certain amount of risk when making a purchasing decision and
have a limited capacity to process a\l the different stimuli directed at them. This leads to a
selective perception process where individuals will expose themselves selectively to
marketing stimuli, pay selective attention to these stimuli and then interpret it to conform to
previous held beliefs and attitudes. Only messages conforming to held beliefs will be
retained.
1.5 IMPORTANCE OF CUSTOMER PERCEPTION:
In today’s digital age, virtually everything is a Google search away. This makes your
goods and services easier to find, but the trade off is that your competition is easier to find as
well. That means it’s easier for unhappy or unsatisfied customers to leave. Consumers want
good quality, but they also want to know they are getting good value. That value isn’t just
judged by the product or service they are purchasing, but by the availability and usability of
the customer service that supports it. Marketing concept that encompasses a customer’s
impression, awareness and consciousness about a company or its offerings. Customer
perception is typically affected by advertising, reviews, public relations, social media,
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personal experiences and other channels. Customer perception plays a vital role in a
company’s ability to attract new customers and to retain existing customers. The good news
is that companies have the ability to control many of the factors that build an individual’s
perception of the company/brand. In simple words customer perception is what your
customers and potential customers think of your organization. This perception directly
impacts the attraction of new customers and the capacity to maintain good relationship with
current customers.
1.6 FACTORS INFLUENCING CUSTOMER PERCEPTION:
 Price
 Quality
 Reputation
 Packaging and Branding
.
"Merely seeing or hearing, however, cannot be referred to as perception. Perception is seeing
or hearing it in terms of a person's frame of reference." The three main components through
which all information must flow in the frame of reference are the cognitive, affective and
behavioural components.
* Cognitive component
The cognitive component consists of the total configuration of beliefs and knowledge
about a certain object, as well as previously gained experience.
* Affective component
The affective component involves emotions, feelings and prejudices. Prejudices refer
to faulty interpretations made previously, and such prejudices cannot be changed easily.
* Behavioural component
The behavioural component has to do with habits, reactions and intentions. Any
information contradicting one's habits and intentions will not be accepted easily. Therefore, it
can be said that if it is stated that a message was perceived, it means that the stimuli have
passed through all three components of the individual's frame of reference in such a way that
the person is ultimately able to come to a decision. The fact that stimuli are passing through a
person's frame of reference does not mean that the message was perceived correctly or that
the decision that flows from it will be positive.
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1.7 THE CONSUMER PERCEPTION PROCESS
 Exposure
 Attention
 Organisation
 Interpretation
 Retention
 Purchase and consumption decisions
The perception process consists of five distinct activities. The first activity is that of
exposure to stimuli. The second states that attention to stimuli has to occur. During the third
activity, organization, people organize stimuli so that it can be comprehended and retained.
The fourth activity is that of interpretation of the message. Information is retained during the
last activity, a successful perception process leads to a purchasing and consumption decision.
Exposure
Exposure, the first step of the perception process, occurs when a stimulus comes within
the range of our sensory receptor nerves, i.e. when stimuli come within the range of one of
our senses. Exposure is therefore simply the minimum requirement of perception. No matter
how great a message is, it will not be perceived unless a person is exposed to the stimulus.
Bisschoff explains that exposure to stimuli is of either an intentional or an accidental nature.
Intentional exposure occurs when an individual is exposed to market related information
because of his own intentional, goal-directed behavior, i.e. it reflects a person's interests,
reading habits, information needs and life style.
Accidental exposure to stimuli occurs when the individual is exposed to intensive
marketing campaigns, such as the messages portrayed by the broadcasting media, billboards,
point-of-sale displays in the retail store and the vast number of magazine and newspaper
advertisements. Furthermore, the individual is also accidently exposed to information such as
testimonies from friends or relatives concerning a specific product. Such testimonies first
lead to interest, and then to intentional exposure.
Attention
An individual is exposed, whether intentionally or accidentally, to thousands of
different marketing stimuli during a normal living day ranging from thousands of different
products in a retail store, .all differing in packaging, color and design to as many as
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advertisements . From a marketing perspective attention is of crucial importance, since no
matter how often a consumer is exposed to marketing stimuli, if no attention took place, the
message is of no use. It is defined that the attention process is: "The momentary focusing of a
consumer's cognitive capacity on a specific stimulus." Attention to a given stimulus has
taken place only if a consumer notices or attends to the stimulus. If a consumer does not
focus on a stimulus, e.g. an advertisement, although he has been exposed to it, attention did
not take place.
The attention process can therefore be viewed as an information filter - a screening

mechanism that controls the quantity and nature of information any individual receives,
before attending to the factors determining attention, it is important to note that the so called
attention filter operates at three different levels of effort and consciousness that vary from
active search to passive attention.
Perceptual organization
Assael defines perceptual organization as: "The organization of disparate information so that
it can be comprehended and retained." It is explained that people do not experience the
numerous stimuli they select from the environment as separate and discrete sensations. They
rather tend to organize them into groups and perceive them as unified wholes. The perceived
characteristics of even the simplest stimulus are therefore viewed as a function of the whole
to which the stimulus appears to belong. By adding that during the perceptual organization
process, consumers group information from various sources into a meaningful whole to better
comprehend such information and act on it stimuli are perceived not as a set of elements but
as a whole, it can be concluded that this total has a meaning of its own that is not necessarily
deductible from its individual components.
This phenomenon is termed the Gestalt psychology. "A German school of

psychology that focuses on total configurations or whole patterns. Stimuli, such as
advertising messages are seen as an integrated whole. In short, the whole is greater than the
sum of the parts." The basic hypothesis of the Gestalt psychologists is that people organize
perceptions to form a complete picture of an object. Mowen supports this view by stating that
the Gestalt psychologists attempted to identify the rules that govern how people take disjoint
stimuli and make sense out of the shapes and forms to which they are exposed. When stimuli
are incomplete, people strive to form a complete impression of a person or object. The reason
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for this statement is that an individual has a cognitive drive towards an orderly cognitive
configuration or psychological field. An individual desires to make the field as good as
possible.
From the discussion it can be seen that the perception process may be the most
significant barrier to effective communication due to the number of different influences on
the perception process. Important to note is the fact that the total perception process is highly
individual and that the same person may devote a different meaning to the same stimuli in
different situations. From a marketing perspective it is extremely important to note that
consumers act and react on the basis of their perceptions, not on object reality. The stimuli, to
which an individual is exposed, need to be above the absolute threshold level if they are to be
perceived. All stimuli that a person is exposed to first pass through his frame of reference
which consists of all his previous held beliefs, experiences, etc. Information to be retained
passes through the perception process. Because of the great number of stimuli that an
individual is exposed to and the fact that risk is perceived during decision-making, consumers
expose, pay attention, interpret and retain information selectively. All stimuli are also
conformed to coincide with existing held beliefs.
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CHAPTER II
PRODUCT PROFILE
A mobile phone also known as a cellular phone, cell phone and hand phone is a device that
can make and receive telephone calls over a radio link while moving around a wide
geographic area. It does so by connecting to a cellular network, provided by a mobile phone
operator, allowing access to the public telephone network. By contrast, a cordless telephone
is used only within the short range of single, private base station. In addition to telephony,
modern mobile phones also support a wide variety of other services such as text messaging,
MMS, email, internet access, short range wireless communication( infrared, Bluetooth),
Business application, gaming and photography.
Mobile phone that offers these and more general computing capabilities are referred
to as smart phones. Mobile communications have been around for longer than you might
think. Radiophones for example, were first demonstrated around 1990 when Mr.cho was
created an invention allowing telephone communications to be established via radio between
the shore and the ships at sea used by the navy. Hand held mobile radio communications
devices have been around since 1973. India’s mobile phone market is one of the fastest
growing markets in the world. Mobile phones were formally launched in 1985.
Penetration of Chinese players in Indian market, especially via online route as they
offer high specification mobile phones at discounted prices without setting the complex
distribution network; thereby giving heavy competition to the local vendors. Smartphone
shipments in India crossed more than 100 million mark and also the Smartphone sales in
India is taking place via e-commerce route from major ecom retailers such as flipkart,
snapdeal, amazon, paytm.
Display unit/touch screen, Passive components, Battery, Camera module,

baseband/semiconductors, Printed circuit board, Antennas, Connectors, Keypads are the key
components involved in mobile phone making.
As per the latest update,
Qualcomm announced $2 billion deals with Chinese manufacturers Lenovo, Oppo,

Vivo and Xiaomi while also unveiling a ‘5G pioneer initiative’ that aims to see commercial
5G devices to be launched next year.
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First up, the chipset giant said the four Smartphone players have each signed a
memorandum of understanding to purchase a total of atleast $2 billion worth of components
over the next three years. In a statement, Qualcomm said the four Chinese vendors had
expressed an interest in purchasing RF Front end components, which are “designed to enable
OEMs to rapidly build mobile devices at scale for easy global expansion”. Any obligation to
purchase and supply the components is still subject to striking definitive agreements, added
Qualcomm. Qualcomm also said the components in question can help with connecting to
future 5G networks. The move follows a bigger $12 billion deal with oppo, Xiaomi and vivo
were announced.
Pioneering 5G; Qualcomm also announced the launch of “5G pioneer” initiative,
which brings together Chinese handset vendors Lenovo, Oppo, Vivo, Xiaomi, ZTE. The
overall aim of the partnership is to combine forces and bring 5G-ready devices to market next
year. Making the announcement at its 2018 Qualcomm china tech day in Beijing, the
company said the will aim to “provide Chinese manufactures with the platform they need to
develop premium tier and global 5G commercial devices”.5G will bring massive new
opportunities to the mobile industry, and we are excited to work with these manufactures on
this 5G pioneer initiative.
Chinese mobile brands are growing faster than other brands in Indian market.
Smartphone shipment in India is increasing day by day. Brands like Xiaomi, Lenovo, Oppo,
Vivo has become the largest key player in the Indian market. While Lenovo and Xiaomi
targets online market, oppo and vivo targets offline market. Some new entrants namely
Techno, Nubia, Meizu, Ivoomi, etc are trying to enter the Indian market to gain more market
share. Demonetization is the one which of caused more crisis for Indian mobile brand.
Xiaomi which is so called as china’s apple has the highest market share in Indian market
which acquired the customer through online market. They acquired the market by providing
mobile at very cheap cost with higher processor and specification. Even lower middle class
people benefited by these brands .China has becomes one of the biggest global mobile phone
manufacturing lease one plus which is one the high and Smartphone entertained the upper
middle class and high class people, which is the part of oppo electronics. The flash sale mode
current is the trends of Chinese brands to sell out their mobile. Some companies have a good
brands images and loyal customers in Indian market.
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India seen as one of the most important market for Chinese Smartphone makers.
some Chinese companies including Xiaomi and oppo set up manufacturing plants in India to
avoid government import tax, so that they can compete more effectively and sell products to
local consumers.
Despite calls for boycott of Chinese goods on Indian social media, the sales of
Chinese Smartphone are on the rise due to growing acceptance of brands like Vivo, Oppo,
Huawei, Xiaomi and Lenovo. India has become largest market outside of the Chinese
mainland; they will capture the largest market share within three to five years. Vivo, another
domestic Smartphone brand, also aims to expand its business in India by tripling its monthly
production as well as starting online sales. However, the mobile phone market in India is not
a blank canvas, and Chinese smart phone makers have to face competition not only from
international mobile phone giants like Apple-which had a market share of about 12 percent in
the Indian market in terms of shipment, but also from local Indian mobile phone makers like
Lava, Micromax and a variety of smaller brands.
Chinese brands are actively broadening sales channels in India by cooperating with local
agencies and communications corporations, helping them broaden share in the country. There
is a belief that Chinese mobile phone maker will become the largest smart phone seller in
India.
Mi 6 will be the culmination of their seven years of research and development in the
smart phone industry and the CEO Lei said that it will make its way to selected global
markets. Xiaomi handsets are available in more than 20 countries and regions. It is among the
top five vendors in India, Ukraine, Indonesia, Myanmar and Israel. The company has started
manufacturing its devices in Indonesia and India, as the initial success in south Asian
countries is expected to spur big demand for its Smartphone.
Tay Xiaohan, an analyst at international data corporation said in a report that in the
past, “Xiaomi started the trend of selling cell phones online, and other vendors soon followed
suit”. However, with china’s Smartphone market reaching the saturation point, companies are
now pouring more resources into offline retail. But there is a talk that it is not easy for firms
such as Xiaomi to establish a successful offline retail network in the short term as they lack
both experience and talent.
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Top Chinese Mobile Phones Make In India:
Here is the list of Chinese mobile companies, assembled and manufacturing Smartphone in
India as part of Make in India initiative.
Xiaomi in Sri City, Andhra Pradesh
Xiaomi entered into the Indian market in July 2014 via Flipkart and in year 2015
began initial manufacturing of smartphone in Sri City facility. Sricity of Andhra Pradesh is a
planned integrated business city with list of medium scale industries.
Lenovo in Chennai, Tamil Nadu
Lenovo mobile company manufactured its first unit of Motorola smartphone at a plant
in Sriperumbudur near Chennai. The manufacturing plant in Sriperumbudur has different
manufacturing lines for Lenovo and Motorola.
Oppo in Noida, Uttar Pradesh
Oppo already has manufacturing operations in Noida and also planning an industrial
park in Greater Noida. Chinese smartphone maker Oppo known for its camera phone brand
and also acquired the rights to sponsor the Indian national cricket team.
Vivo in Greater Noida, Uttar Pradesh
Vivo has a facility in Greater Noida and planning for a second manufacturing factory
in India. Vivo smartphone is currently the sponsor for the Indian Premier League.
Huawei in Chennai, Tamil Nadu
Huawei from Guangdong has already opened a new research and development in
Bangalore and all set for a new Telecom hardware manufacturing plant in Chennai.
One Plus in Noida, Uttar Pradesh
One Plus mobile phones are manufactured by Oppo in India. Chinese technology
start-up One Plus has started assembling smartphone in India facility.
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Zopo Mobile
Zopo Mobile entry in India in August 2015 with speed 7 and speed 7 plus. The company is
planned to invest Rs 100 crore manufacturing plant in India
Coolpad in Aurangabad, Maharashtra

The Chinese handset maker Coolpad manufacturing its smartphone sold in the country are
assembled locally.
Gionee in Faridabad, Haryana

Gionee mobile phone manufacturer from Guangdong is ready to set up its first manufacturing
unit in Faridabad. The facility will manufacture and export mobiles with an initial investment
of Rs. 500 crore.
ZTE Mobile
ZTE Corporation provides distributes telecom equipment and systems. The company is based
in Gurgaon and launched ZTE Blade S6 Plus smartphone in India and also has plans
manufacturing unit in India to introduce VoLTE smartphone under Make in India initiative.
Contrary to PM Mode’s promise of the 'Make in India' initiative it seems that the
Indian Smartphone market is dominated by Chinese products.
There are nearly 650 million mobile phone users in India -- and over 300 million of
them have a Smartphone. For these users, Chinese players became the first choice this year as
they launched devices with compelling features, thus dominating the budget and mid-range
price segment in the country. Chinese vendors captured 49 percent of the Indian mobile
phone handset market threatening to wipe out domestic players from the overall handset
segment. China Smartphone dominates India market due to localization. Together, the top
two vendors now command more than half of the Smartphone market in India, with market
leader Xiaomi at 27 per cent and second-placed Samsung at 25 per cent.
The introduction of Smartphone range has moved upside down the way we used the
communication system, the telephones are no more a conversing thing as Smartphone allow
you to use the internet and take snapshots of the things around. Just a decade ago Smartphone
was labeled with a high price that counts it out of reach of the middle wage family and
people. In India the share of household with middle wage are apparently high, you can call it
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60-70% population lives with a tight budget in India so owning a Smartphone at that time
was a dream as owning Mercedes.
Seeing people craving for highly technology bliss Smartphone, Chinese top
companies commanded their way in India’s market with top rated quality and middle range
success rate card. Companies like Xiaomi, ZTE and Asus took the stage in India and
delighted the audience with their new launches. Here is the list of Top Chinese Brand
marking big with capable India’s market.
Xiaomi, Huawei and Oppo become top 5 global smartphone brands after India
success,
Fired by big success in the Indian market, three Chinese smartphone brands
Huawei, Oppo and Xiaomi emerged among top five global brands next
to Samsung and Apple. The Chinese smartphone manufacturers wrapped up 2017 on a strong
note, capturing three of the top spots on International Data Corp’s (IDC) Top Five
Smartphone Company list and substantially outpacing dominant global players in shipment
growth, official media here reported. The fast growth of shipments by Huawei Technologies
Co, Oppo Electronics Corp and Xiaomi Inc in 2017.Their strength in their home market of
China and weakening position of local players has helped some of these China -based
players to solidify their operations in India. Finance Minister ArunJaitley in the Union
Budget announced a hike in customs duty on mobile phones to 20 per cent from
existing 15 per cent. This will boost jobs in the smartphone sector in India. Despite the
government's continuous push to help domestic smartphone manufacturers, China -
based vendors are thriving and their collective market share has reached a massive 53
per cent in 2017 from 34 percent, International Data Corporation (IDC) has said.
The untapped demand in the lower-tier cities remains the key attraction for
China-based brands to explore the growth trajectory in India.
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CHAPTER III
RESEARCH METHODOLOGY
3.1 RESEARCH METHODOLOGY:
The process used to collect information and data for the purpose of making business
decision. The methodology may include publication research, interviews, surveys and other
research techniques and could include both present and historical information.
3.2 TYPE OF RESEARCH:
This research is of descriptive type which comes under non probalibility sampling.
Descriptive research method has been followed to conduct the research study, Descriptive
study is concerned with describing the particular characteristic of individual or a group. Our
study describes the customer perception towards Chinese mobile brands in Indian market
3.3 STATEMENT OF PROBLEM:
The Chinese mobile brands in Indian market has Witnessed rapid growth in past few years.
With improving purchase power, the Chinese brands is expected to maintain the growth
moment at Future. Though even the Indian mobile brands have growth, it seems to be at very
less percentage. The people are more attracted and purchasing Chinese mobiles than that of
Indian mobiles. But there is many constraints for Chinese brands like establishing an offline
distribution network of sales and service centre and some people does not go with the
Chinese products due to some lacking. The researcher wants to study the reason for choosing
those Chinese brands and their perception towards it and he states it as a problem in his
research.
3.4 NEED OF THE STUDY:
Study is the art of observation. It is through observation which we begin to understand

anything and it is through practice (which is arguably applied observation) that we invite
what we study to take residency within us.
 The study is to know how is customer perception towards Chinese mobiles.

 To know the satisfaction level of customers with the products.
 To study how these Chinese brands are able to attract the Indian customers.
 To know the reason for their growth in Indian market.
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 To know their sales strategy which drives them to success in Indian market
3.5 OBJECTIVES OF THE STUDY:
The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden and
which has not been discovered yet. Each research has its own specific purpose. The objective
of this research study is to investigate Customer perception towards Chinese mobiles in
Indian market, Which in turn provides e-marketing with constructional frame work for fine.
The specific objectives of this research are:
 To study perception of customers towards Chinese mobiles in Indian market

 To find out the preferences of the customer regarding the selection of Chinese
mobiles.
 To determine the parameters for choosing the particular Chinese brand at time of
purchasing mobiles.
 To determine whether purchasing of Chinese brands will be beneficial and on what
factor.
 To know the status of Chinese brands in Indian market.
 To know how it influences and satisfies customers.
3.6 SCOPE OF THE STUDY:

The theoretical of the study includes the market share, the survival of Chinese brands in
Indian market, their role in influencing the purchase level, methods and decision.
 To determine the factors that influences the customer to purchase Chinese brand mobiles
 To find out which feature attracts the user to purchase the product
 To find out the whether purchasing of Chinese mobiles shopping will be beneficial for the
user.
 To analyze which factors influence the users to prefer Chinese mobiles.
18
3.7 TYPE OF DATA
The sources of data used in this project report are both primary and secondary data
3.7.1 PRIMARY DATA

Primary data consists of original information gathered from sample size of 75 respondents
residing in Cuddalore, India.
3.7.2 SECONDARY DATA

Secondary data consists of information that already exists and that was collected in the past
for some other purposes.
3.7.1 SAMPLING TECHNIQUE:
The population numbers had an unknown chance of being included in the sample. Under
the non-probability sampling, the convenience sampling technique was chosen.
3.7.2 SAMPLE DESIGN:

The precision and accuracy of the survey results are affected by the manner to which the
sample has been chosen.
a) Sample
A part of a population, which is provided by some process on other, usually by
deliberate selection with the object of investigating the properties of the
parent population set.
b) Sampling Unit
The sampling unit is the basic unit containing the elements of the Customer.
Sample Unit: Customer
3.7.3 SAMPLE SIZE:

The sample size selected for the research is 75 in the area of Cuddalore.
Parameters of Interests:
The major parameter of interest is the subgroup of people who are web savvy and having an
experience in purchasing Chinese mobiles. The two other subsidiary parameters of interest
19
are the respondent should also have an experience in using Chinese mobiles and the female
respondent who should also have an experience in using Chinese mobiles.
3.8 DATA COLLECTION TOOL:

The data collection tool used for the research is “Questionnaires” to get the primary data for
the empirical research on customer perception towards Chinese mobile brands in Indian
market. Answers are in the respondents own words so it is free from being biased. The
Questionnaire which is attached in the last page consists of a number of questions printed in a
definite order on a form which the respondents read.
3.9 DATA ANALYSIS:
Analysis is the process of placing the data in the ordered form, combining them with the
existing information and extracting the meaning from them. Only analysis brings out the
information from the date.
3.10 STATISTICAL TOOLS
The statistical tools and technique used are Simple Percentage Analysis
3.11 SIMPLE PERCENTAGE ANALYSIS
The data collected from the respondents were converted into readable format for
process, classification arguments. The data was tabulated and analyzed using statistical
method of simple percentage.
No of respondents
Percentage = ----------------------- x 100
Sample Size
3.12 LIMITATIONS:
 The first limitation caused during the market research was to find out the easy respondent.
 Time factor was the main limitation for the study as the project was restricted to small
period.
 The research was limited only to the cuddalore district, so the result can’t be generalized
to the whole market.
 The sample taken for research was concerned only for 75 customers rather than millions
of customers scattered around the world.
20
 Since the project has to be completed within a short period of time the information
collected could be biased.
 Some of the premium segments could not be met due to time lack and by not obtaining
prior appointment due to tight schedule of the respondents.
CHAPTER SCHEMES
 First chapter deals with the Introduction of the study,
 Second chapter discuss about the Product Profile.
 Third chapter deals with the Research Methodology
 Fourth chapter describes the Data analysis and Interpretation, and
 Fifth chapter describes the Findings, Suggestions and Conclusions.
21
CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
TABLE NO: 4.1.1
DISTRIBUTION OF THE RESPONDENTS BASED ON THE GENDER
S.NO Particulars Frequency Percent
1 Male 57 76.0
2 Female 18 24.0
Total 75 100.0
SOURCE: PRIMARY DATA
INTERPRETATION:
From the above table it is inferred that 76% of the respondents are male and 24% of the
respondents are female.
22
CHART 4.2.1
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON

GENDER
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are male.
23
TABLE NO: 4.1.2
DISTRIBUTION OF THE RESPONDENTS BASED ON AGE
1 16-25 67 89.3
2 26-35 7 9.3
3 36-45 1 1.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 89.33% of the respondents are of age 16-25, 9.3% of
the respondents are of age 26-35 and 1.3% of the respondents are of age 36-45.
24
CHART 4.2.2
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON AGE
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are of age 16-25.
25
TABLE NO: 4.1.3
DISTRIBUTION OF THE RESPONDENTS BASED ON EDUCATIONAL

QUALIFICATION
1 Upto 12 9 12.0
2 Graduate 65 86.7
3 Diploma 1 1.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 86.7% of the respondents are graduate, 12% of the
respondents are up to 12 and 1.3% of the respondents are diploma.
26
CHART 4.2.3

EDUCATIONAL QUALIFICATION
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are graduate.
27
TABLE NO: 4.1.4
DISTRIBUTION OF THE RESPONDENTS BASED ON OCCUPATION
S.NO Particulars Frequency Percentage
1 Student 62 82.7
2 Business 9 12.0
3 Professional 1 1.3
4 Employee 3 4.0
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 82.7% of the respondents are students,
12% of the respondents are doing business, 1.3% of the respondents are professional and 4%
of the respondents are employee.
28
CHART: 4.2.4

OCCUPATION
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are students.
29
TABLE NO: 4.1.5
DISTRIBUTION OF THE RESPONDENTS BASED ON MARITAL STATUS
1
Single 69 92.0
Married 6 8.0
2
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 92% of the respondents are single and
8% of the respondents are married.
30
CHART: 4.2.5

MARITAL STATUS
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are single.
31
TABLE NO: 4.1.6
DISTRIBUTION OF THE RESPONDENTS BASED ON MONTHLY INCOME
1 0-1 61 81.3
2 1-3 7 9.3
3 3-6 7 9.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 81.3 % of the respondent’s monthly
income is 0-1 lakh, 9.3% of the respondents monthly income is1-3 lakhs and 9.3% of the
respondents monthly income is 3-6 lakhs.
32
CHART: 4.2.6

MONTHLY INCOME
INTERPRETATION:
From the above chart it is inferred that majority of the respondent’s monthly income is 0-1
lakhs.
33
TABLE NO: 4.1.7
DISTRIBUTION OF THE RESPONDENTS BASED ON USE OF CHINESE

PRODUCTS
1 Yes 75 100.0
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 100 % of the respondents use Chinese products.
34
CHART: 4.2.7
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON USE

OF CHINESE PRODUCT
INTERPRETATION:
From the above chart it is inferred that majority of the respondents use Chinese products.
35
TABLE NO: 4.1.8
DISTRIBUTION OF THE RESPONDENTS BASED ON TYPES OF CHINESE

PRODUCTS
Auto parts &

1 20 26.7
Accessories
Computers &
2 16 21.3
peripherals
3 consumer electronics 12 16.0
4 Electrical appliances 14 18.7
5 Telecom devices 13 17.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 26.7% of the respondents are using auto
parts and accessories, 21.3% of the respondents are using Computers & Peripherals,16% of
the respondents are using Consumer electronics,18.7% of the respondents are using Electrical
appliances and 17.3% of the respondents are using Telecom devices.
36
CHART: 4.2.8

TYPES OF CHINESE PRODUCT
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are using Auto parts and
Accessories
37
TABLE NO: 4.1.9
DISTRIBUTION OF THE RESPONDENTS BASED ON USING CHINESE MOBILE

BRAND
1 Xiaomi 16 21.3
2 Coolpad 7 9.3
3 Huawei 10 13.3
4 Oppo 10 13.3
5 Lenovo 20 26.7
6 Nubia 1 1.3
7 Vivo 8 10.7
8 Asus 3 4.0
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 26.7% of the respondents are using
lenovo, 13.3% of the respondents are using huawei,10.7% of the respondents are using
vivo,13.3% of the respondents are using oppo,9.3% of the respondents are using coolpad,4%
of the respondents are using asus and 1.3% of the respondents are using nubia.
38
CHART: 4.2.9
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON USING

CHINESE MOBILE BRAND
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are using lenovo.
39
TABLE NO: 4.1.10
DISTRIBUTION OF THE RESPONDENTS BASED ON TIME PERIOD OF USAGE
1 < 1 year 34 45.3
2 1-2 years 20 26.7
3 2-3 years 12 16.0
4 > 3 years 9 12.0
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 45.3% of the respondents have been
using Chinese mobiles less than a year, 26.7% of the respondents have been using Chinese
mobiles between 1-2 years,16% of the respondents have been using Chinese mobiles between
2-3 years and 8% of the respondents have been using Chinese mobiles above 3 years.
40
CHART: 4.2.10
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON TIME

PERIOD OF USAGE
INTERPRETATION:
From the above chart it is inferred that majority of the respondents have been using Chinese
mobiles less than a year.
41
TABLE NO: 4.1.11
DISTRIBUTION OF THE RESPONDENTS BASED ON TOOL TO GET TO KNOW

ABOUT CHINESE MOBILES
1 Television 9 12.0
2 Social media 18 24.0
Online
3 22 29.3
Advertisements
4 Friends 26 34.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 34.7% of the respondents get to know
about Chinese mobiles by friends, 29.3% of the respondents get to know about Chinese
mobiles by online advertisements, 24% of the respondents get to know about Chinese
mobiles by social media and 12% of the respondents get to know about Chinese mobiles by
television.
42
CHART: 4.2.11
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON TOOL

TO GET TO KNOW ABOUT CHINESE MOBILES
INTERPRETATION:
From the above chart it is inferred that majority of the respondents get to know about Chinese
mobiles by friends.
43
TABLE NO: 4.1.12
DISTRIBUTION OF THE RESPONDENTS BASED ON LOW COST
1 Highly prefered 31 41.3
2 Prefered 17 22.7
3 Moderately prefered 17 22.7
4 slightly prefered 5 6.7
5 Least prefered 5 6.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 41.3 % of the respondents are highly
prefered, 22.7% of the respondents are prefered, 22.7% of the respondents are moderately
prefered, 6.7% of the respondents are slightly prefered and 6.7% of the respondents are least
prefered of low cost to get more attracted to prefer Chinese mobiles.
44
CHART: 4.2.12
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON LOW

COST
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are highly prefered of low
cost to get more attracted to prefer Chinese mobiles.
45
TABLE NO: 4.1.13
DISTRIBUTION OF THE RESPONDENTS BASED ON AVAILABILITY
2 Prefered 23 30.7
4 slightly prefered 9 12.0
Total 75 100.0
INTERPRETATION:
prefered, 10.7% of the respondents are slightly prefered and 4% of the respondents are least
prefered of User friendly nature to get more attracted to prefer Chinese mobiles.
46
CHART: 4.2.13

AVAILABILITY
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are highly prefered of
availability to get more attracted to prefer Chinese mobiles.
47
TABLE NO: 4.1.14
DISTRIBUTION OF THE RESPONDENTS BASED ON USER FRIENDLY
2 Prefered 23 30.7
4 Slightly prefered 8 10.7
Total 75 100.0
INTERPRETATION:
prefered of User friendly nature to get more attracted to prefer Chinese mobiles.
48
CHART: 4.2.14
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON USER

FRIENDLY
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are prefered of User
friendly nature to get more attracted to prefer Chinese mobiles.
49
TABLE NO: 4.1.15
DISTRIBUTION OF THE RESPONDENTS BASED ON QUALITY
2 Prefered 25 33.3
Moderately
3 16 21.3
preferred
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 12% of the respondents are highly
prefered of Quality to get more attracted to prefer Chinese mobiles.
50
CHART: 4.2.15

QUALITY
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are prefered of Quality to
get more attracted to prefer Chinese mobiles.
51
TABLE NO: 4.1.16
DISTRIBUTION OF THE RESPONDENTS BASED ON SPECIFICATION
2 Prefered 17 22.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 28% of the respondents are highly prefered, 22.7%
of the respondents are prefered, 20% of the respondents are moderately prefered, 17.3% of
the respondents are slightly prefered and12% of the respondents are least prefered of
specification to get more attracted to prefer Chinese mobiles..
52
CHART: 4.2.16

SPECIFICATION
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are prefered of
specification to get more attracted to prefer Chinese mobiles.
53
TABLE NO: 4.1.17
DISTRIBUTION OF THE RESPONDENTS BASED ON ADVERTISEMENTS
2 Prefered 26 34.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 24% of the respondents are highly prefered, 34.7% of
the respondents are prefered, 14.7% of the respondents are moderately prefered, 17.3% of the
respondents are slightly prefered and 9.3% of the respondents are least prefered of
advertisements to get more attracted to prefer Chinese mobiles.
54
CHART: 4.2.17

ADVERTISEMENTS
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are prefered
of advertisements to get more attracted to prefer Chinese mobiles.
55
TABLE NO: 4.1.18
DISTRIBUTION OF THE RESPONDENTS BASED ON AVAILABILITY OF

SERVICE CENTRE
1 Yes 40 53.3
2 No 35 46.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 53.3% of the respondents have service
centre and 46.7% of the respondents does not have service centre of their brand in their area.
56
CHART: 4.2.18

AVAILABILITY OF SERVICE CENTRE
INTERPRETATION:
From the above table it is inferred that majority of the respondents have service
centre of their brand in their area.
57
TABLE NO: 4.1.19
DISTRIBUTION OF THE RESPONDENTS BASED ON SERVICE OFFERED BY

BRAND SERVICE CENTRE
1 Highly satisfied 9 12.0
2 Satisfied 36 48.0
3 Neutal 26 34.7
4 Disatisfied 3 4.0
5 Highly disatisfied 1 1.3
Total 75 100.0
INTERPRETATION:
satisfied, 48% of the respondents are satisfied, 34.7% of the respondents are neutral, 4% of
the respondents are dissatisfied and 1.3% of the respondents are highly dissatisfied with
service provided by the brand service centre.
58
CHART: 4.2.19

SERVICE OFFERED BY BRAND SERVICE CENTRE
INTERPRETATION:
From the above table it is inferred that majority of the respondents are satisfied
with the service provided by the brand service centre
59
TABLE NO: 4.1.20
DISTRIBUTION OF THE RESPONDENTS BASED ON WARRANTY TYPE
1 Replacement Warranty 17 22.7
2 Service Warranty 51 68.0
3 Extended Warranty 7 9.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 22.7% of respondents selected
replacement warranty, 68% of the respondents selected service warranty, 9.3% of the
respondents selected extended warranty as the warranty provided by their brand.
60
CHART: 4.2.20

WARRANTY TYPE
INTERPRETATION:
From the above table it is inferred that majority of the respondents selected the
service warranty as the warranty provided by their mobile brand.
61
TABLE NO: 4.1.21
DISTRIBUTION OF THE RESPONDENTS BASED ON THE OPTION OF MOBILE

INSURANCE
1 Strongly agree 20 26.7
2 Agree 30 40.0
3 Neutral 17 22.7
4 Disagree 8 10.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 26.7% of the respondents strongly
agree, 40% of the respondents agree,22.7% of the respondents neutral,10.7% of the
respondents disagree with the statement that their Chinese mobile brand provides the option
of mobile insurance.
62
CHART: 4.2.21
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON THE

OPTION OF MOBILE INSURANCE
INTERPRETATION:
From the above chart it is inferred that majority of the respondents agree that
their mobile brand provides the option of mobile insurance.
63
TABLE NO: 4.1.22
DISTRIBUTION OF THE RESPONDENTS BASED ON MOBILE BRAND

PREFERED TO PURCHASE
1 Xiaomi 15 20.0
2 Coolpad 5 6.7
3 Huawei 15 20.0
4 Oppo 16 21.3
5 Lenovo 14 18.7
6 Nubia 3 4.0
7 Vivo 6 8.0
8 Asus 1 1.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that, 20% of the respondents prefer xiaomi,
6.67% of the respondents prefer coolpad, 20 % of the respondents prefer huawei, 21.3% of
the respondents prefer oppo, 18.7% of the respondents prefer Lenovo, 4% of the people
prefer nubia, 8% of the people prefer vivo, 1.3% of the people prefer asus to purchase.
64
CHART: 4.2.22
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON THE

MOBILE BRAND PREFER TO PURCHASE
INTERPRETATION:
From the above chart it is inferred that majority of the respondents prefer to purchase oppo
brand mobile.
65
TABLE: 4.1.23
DISTRIBUTION OF THE RESPONDENTS BASED ON SPECIFIC MOBILE BRAND
1 Design and innovation 18 24.0
2 Higher performance 27 36.0
3 Latest hardware 2 2.7
4 Value for money 15 20.0
5 Higher quality 13 17.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 24 % of the respondents selected design and
innovation, 36% of the respondents selected higher performance, 2.7% of the respondents
selected latest hardware, 20% of the respondents selected value for money, 17.3% of the
respondents selected higher quality as the reason to choose that specific mobile brand..
66
CHART: 4.2.23
SPECIFIC MOBILE BRAND
INTERPRETATION:
From the above chart it is inferred that majority of the respondents selected
higher performance as the reason to choose that specific mobile brand.
67
TABLE: 4.1.24
DISTRIBUTION OF THE RESPONDENTS BASED ON RESEARCH ABOUT THE

PRODUCT
1 Highly considered 33 44.0
2 Considered 20 26.67
3 Moderately considered 15 20.0
4 slightly considered 5 6.67
5 Least considered 2 2.67
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 44.0% of the respondents are highly
considered, 26.67% of the respondents are considered, 20.0% of the respondents are
moderately considered, 6.67% of the respondents are slightly considered, 2.67% of the
respondents are least considered of research about the product.
68
CHART: 4.2.24

RESEARCH ABOUT THE PRODUCT
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are highly
considered of Research about the product.
69
TABLE: 4.1.25
DISTRIBUTION OF THE RESPONDENTS BASED ON REVIEWS GIVEN BY

OTHER USERS
Total 75 100.0
INTERPRETATION:
considered, 37.3% of the respondents are considered,25.3% of the respondents are
moderately considered,8.0% of the respondents are slightly considered,8.0% of the
respondents are least considered of reviews given by other users.
70
CHART: 4.2.25

REVIEWS GIVEN BY OTHER USERS
INTERPRETATION:
From the above chart it is inferred that majority of the respondents are
considered of reviews given by other users.
71
TABLE: 4.1.26
DISTRIBUTION OF THE RESPONDENTS BASED ON AFTER SALES SUPPORT
Total 75 100.0
INTERPRETATION:
considered, 22.7% of the respondents are considered,33.33% of the respondents are
moderately considered,17.3% of the respondents are slightly considered,6.7% of the
respondents are least considered of after sales support.
72
CHART: 4.2.26

AFTER SALES SUPPORT
INTERPRETATION:
moderately considered of after sales support.
73
TABLE: 4.1.27
DISTRIBUTION OF THE RESPONDENTS BASED ON DELIVERY PERIOD AND

MODE
S.No Particulars Frequency Percent
4 Slightly considered 15 20.0
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that,24.0 % of the respondents are highly
considered,21.3 % of the respondents are considered,29.3% of the respondents are
moderately considered,20.3% of the respondents are slightly considered,5 % of the
respondents are least considered of delivery period and mode.
74
CHART: 4.2.27

DELIVERY PERIOD AND MODE
INTERPRETATION:
moderately considered of delivery period and mode.
75
TABLE: 4.1.28
DISTRIBUTION OF THE RESPONDENTS BASED ON CUSTOM CHARGES
4 Slightly considered 6 8.0
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 18.7% of the respondents are highly
considered, 28% of the respondents are considered,22.7% of the respondents are moderately
considered,8.0% of the respondents are slightly considered,22.7% of the respondents are least
considered of custom charges.
76
CHART: 4.2.28

CUSTOM CHARGES
INTERPRETATION:
From the above chart it is inferred that majority of the respondents would be
considered of custom charges.
77
TABLE: 4.1.29
DISTRIBUTION OF THE RESPONDENTS BASED ON MODE OF SALES

PREFERED
1 Brand authorised retailer 10 13.3
2 Brand website 22 29.3
3 Brand showroom 8 10.7
4 Online shopping sites 24 32.0
5 Anywhere from market 11 14.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that, 13.3% of the respondents prefer brand
authorised retailer, 29.3% of the respondents prefer brand website,10.7% of the respondents
prefer brand showroom,32% of the respondents prefer online shopping sites,14.7% of the
respondents prefer anywhere from the market as the sales mode to purchase the Chinese
mobiles.
78
CHART: 4.2.29
CHART DEPICTING DISTRIBUTION OF THE RESPONDENTS BASED ON MODE

OF SALES PREFERED
INTERPRETATION:
From the above chart it is inferred that majority of the respondents prefer to
purchase Chinese mobiles through online shopping sites
79
TABLE: 4.1.30
DISTRIBUTION OF THE RESPONDENTS BASED ON MOBILES AT VERY

CHEAP PRICE
1 Subsidy by the government 10 13.3
2 Each and every part are made in china itself 32 42.7
3 Cheap labour 10 13.3
4 Lower expense on advertisement 18 24.0
probably no direct brand showrooms,so it may provide at

5 5 6.7
cheap price by reducing operating cost
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 13.3% of the respondents selected
subsidy by the government,42.7% of the respondents selected each and every marts are made
in china itself, 13.3% of the respondents selected cheap labour, 24% of the respondents
selected lower expense on advertisement, 6.7% of the respondents selected probably no direct
brand showrooms-so it may provide at cheap price by reducing operating cost as a reason for
provision of mobiles at very cheap price by Chinese mobile makers.
80
CHART: 4.2.30

MOBILES AT VERY CHEAP PRICE
INTERPRETATION:
From the above chart it is inferred that majority of the respondents selected that
each and every parts are made in china itself as a reason for provision of mobiles at very
cheap price by Chinese mobile makers.
81
TABLE: 4.1.31
DISTRIBUTION OF THE RESPONDENTS BASED ON

CHINESE MOBILES LACKING
1 Higher quality 15 20.0
2 Product lifetime 26 34.7
3 Standard price 23 30.7
4 Higher performance 6 8.0
5 Convenient purchase 5 6.7
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 20% of the respondents selected higher
quality, 34.7% of the respondents selected product lifetime,30.7% of the respondents selected
standard price,8.0% of the respondents selected higher performance,6.7% of the respondents
selected convenient purchase as a thing that the Chinese mobiles lacking in.
82
CHART: 4.2.31

CHINESE MOBILE LACKING
INTERPRETATION:
the Chinese mobile lacks in product lifetime.
83
TABLE: 4.1.32
DISTRIBUTION OF THE RESPONDENTS BASED ON DOMINATION OF INDIAN

MARKET BY CHINESE SMARTPHONE MAKERS
1 Strongly agree 39 52.0
2 Agree 24 32.0
3 Neutral 7 9.3
4 Disagree 4 5.3
5 Strongly disagree 1 1.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred 21.3% of the respondents strongly agree,
30.7% of the respondents agree, 37.3% of the respondents are neutral, 8% of the respondents
disagree, and 2.7% of the respondents strongly disagree with the statement that Indian market
is dominated by Chinese Smartphone makers.
84
CHART 4.2.32

DOMINATION OF INDIAN MARKET
INTERPRETATION:
From the above chart it is inferred that majority of the respondents strongly
agree that Indian market is dominated by Chinese Smartphone makers.
85
TABLE: 4.1.33
DISTRIBUTION OF THE RESPONDENTS BASED ON HIGHER GROWTH IN

INDIAN MARKET SHARE
1 Xiaomi 15 20.0
2 Huawei 7 9.3
3 Lenovo 23 30.7
4 Asus 9 12.0
5 Vivo 8 10.7
6 Oppo 13 17.3
Total 75 100.0
INTERPRETATION:
From the above table it is inferred that 20% of the respondents have selected
xiaomi, 9.3% of the respondents have selected Huawei, 30.7% of the respondents have
selected Lenovo, 12% of the respondents have selected Asus, 10.7% have selected Vivo,
17.3% have selected Oppo as the smartphonemaker that has higher growth in Indian market
share.
86
CHART: 4.2.33

HIGHER GROWTH IN INDIAN MARKET SHARE
INTERPRETATION:
Lenovo has higher growth in Indian market share.
87
CHAPTER V
5.1 FINDINGS:
 76% of the respondents are male and 24% of the respondents are female.
 89.33% of the respondents are of age 16-25, 9.3% of the respondents are of age 26-35
and 1.3% of the respondents are of age 36-45.
 86.7% of the respondents are graduate, 12% of the respondents are up to 12 and 1.3%
of the respondents are diploma.
 82.7% of the respondents are students, 12% of the respondents are doing business,
1.3% of the respondents are professional and 4% of the respondents are employee.
 92% of the respondents are single and 8% of the respondents are married
 81.3 % of the respondents monthly income is 0-1 lakh, 9.3% of the respondents
monthly income is1-3 lakhs and 9.3% of the respondents monthly income is 3-6
lakhs.
 100 % of the respondents use Chinese products.
 26.7% of the respondents are using auto parts and accessories, 21.3% of the
respondents are using Computers & Peripherals,16% of the respondents are using
Consumer electronics,18.7% of the respondents are using Electrical appliances and
17.3% of the respondents are using Telecom devices.
 26.7% of the respondents are using lenovo, 13.3% of the respondents are using
huawei,10.7% of the respondents are using vivo,13.3% of the respondents are using
oppo,9.3% of the respondents are using coolpad,4% of the respondents are using asus
and 1.3% of the respondents are using nubia.
 45.3% of the respondents have been using Chinese mobiles less than a year, 26.7% of
the respondents have been using Chinese mobiles between 1-2 years,16% of the
respondents have been using Chinese mobiles between 2-3 years and 8% of the
respondents have been using Chinese mobiles above 3 years.
 34.7% of the respondents get to know about Chinese mobiles by friends, 29.3% of the
respondents get to know about Chinese mobiles by online advertisements, 24% of the
respondents get to know about Chinese mobiles by social media and 12% of the
respondents get to know about Chinese mobiles by television.
88
 41.3 % of the respondents are highly prefered, 22.7% of the respondents are prefered,
22.7% of the respondents are moderately prefered, 6.7% of the respondents are
slightly prefered and 6.7% of the respondents are least prefered of low cost to get
more attracted to prefer Chinese mobiles.
 25.3 % of the respondents are highly prefered, 30.7% of the respondents are prefered,
slightly prefered and 4% of the respondents are least prefered of User friendly nature
to get more attracted to prefer Chinese mobiles.
 12% of the respondents are highly prefered, 33.3% of the respondents are prefered,
slightly prefered and 12% of the respondents are least prefered of Quality to get more
attracted to prefer Chinese mobiles.
20% of the respondents are moderately prefered, 17.3% of the respondents are slightly
prefered and12% of the respondents are least prefered of specification to get more
attracted to prefer Chinese mobiles..
slightly prefered and 9.3% of the respondents are least prefered of advertisements to
get more attracted to prefer Chinese mobiles.
 53.3% of the respondents have service centre and 46.7% of the respondents does not
have service centre of their brand in their area.
 12% of the respondents are highly satisfied, 48% of the respondents are satisfied,
34.7% of the respondents are neutral, 4% of the respondents are dissatisfied and 1.3%
of the respondents are highly dissatisfied with service provided by the brand service
centre.
 22.7% of respondents selected replacement warranty, 68% of the respondents selected
service warranty, 9.3% of the respondents selected extended warranty as the warranty
provided by their brand.
 26.7% of the respondents strongly agree, 40% of the respondents agree,22.7% of the
respondents neutral,10.7% of the respondents disagree with the statement that their
Chinese mobile brand provides the option of mobile insurance.
89
 20% of the respondents prefer xiaomi, 6.67% of the respondents prefer coolpad, 20 %
of the respondents prefer huawei, 21.3% of the respondents prefer oppo, 18.7% of the
respondents prefer Lenovo, 4% of the people prefer nubia, 8% of the people prefer
vivo, 1.3% of the people prefer asus to purchase.
 24 % of the respondents selected design and innovation, 36% of the respondents
selected higher performance, 2.7% of the respondents selected latest hardware, 20%
of the respondents selected value for money, 17.3% of the respondents selected higher
quality as the reason to choose that specific mobile brand.
 44.0% of the respondents are highly considered, 26.67% of the respondents are
considered, 20.0% of the respondents are moderately considered, 6.67% of the
respondents are slightly considered, 2.67% of the respondents are least considered of
research about the product.
 21.3 % of the respondents are highly considered, 37.3% of the respondents are
considered,25.3% of the respondents are moderately considered,8.0% of the
respondents are slightly considered,8.0% of the respondents are least considered of
reviews given by other users.
 20% of the respondents are highly considered, 22.7% of the respondents are
after sales support.
 24.0 % of the respondents are highly considered,21.3 % of the respondents are
respondents are slightly considered,5 % of the respondents are least considered of
delivery period and mode.
 18.7% of the respondents are highly considered, 28% of the respondents are
custom charges.
 13.3% of the respondents prefer brand authorised retailer, 29.3% of the respondents
prefer brand website,10.7% of the respondents prefer brand showroom,32% of the
respondents prefer online shopping sites,14.7% of the respondents prefer anywhere
from the market as the sales mode to purchase the Chinese mobiles.
90
 13.3% of the respondents selected subsidy by the government,42.7% of the
respondents selected each and every marts are made in china itself, 13.3% of the
respondents selected cheap labour, 24% of the respondents selected lower expense on
advertisement, 6.7% of the respondents selected probably no direct brand showrooms-
so it may provide at cheap price by reducing operating cost as a reason for provision
of mobiles at very cheap price by Chinese mobile makers.
 20% of the respondents selected higher quality, 34.7% of the respondents selected
product lifetime,30.7% of the respondents selected standard price,8.0% of the
respondents selected higher performance,6.7% of the respondents selected convenient
purchase as a thing that the Chinese mobiles lacking in.
 21.3% of the respondents strongly agree, 30.7% of the respondents agree, 37.3% of
the respondents are neutral, 8% of the respondents disagree, and 2.7% of the
respondents strongly disagree with the statement that Indian market is dominated by
Chinese Smartphone makers.
 20% of the respondents have selected xiaomi, 9.3% of the respondents have selected
Huawei, 30.7% of the respondents have selected Lenovo, 12% of the respondents
have selected Asus, 10.7% have selected Vivo, 17.3% have selected Oppo as the
smartphonemaker that has higher growth in Indian market share.
91
5.2 SUGGESTIONS:
 Need Improvement in quality
 Should enhance lifetime of the product
 Should come under MAKE IN INDIA initiative, if it is manufactured in india it will
be beneficial for the Indian economy and society i.e it will create employment
opportunities in India
 Should develop its presence in offline market
 Should create strong distribution line
 Should increase the availability of service centre
 Products should be at average price as that should not affect the Indian brands
 Also welcomes the emergence & development of new and existing Indian brands
 Expecting different categories of product from Chinese brands as it will be of
affordable price for Indian customers. For example, the recent launch of television
from the the top brand Xiaomi is here to rattle the television market.
 Should support multi-regional languages.
 Should provide at very less price than current price by reducing the expenses on
marketing campaigns to attract - Bollywood and Cricket-crazed Indians, bringing in
celebrities such as Virat kholi, Alia bhatt and Hrithik roshan which is only the
window dressing to endorse their products.
 Should focus more on mobiles with selfie cameras, slimness and VOLTE feature.
 Expecting another massive change in indian market by introducing new brands and
technologies.
 Should promote Wireless charging model.
92
CONCLUSION:
The main reason for them to provide mobiles at very cheaper price is based on their
focus towards mass production concept. They have major share and growth in Indian market.
The transformation is however not going to be an easy ride as there is a hike in import duty of
these Chinese mobiles. It’s been going to be an added advantage and chance for Indian
brands to recover their markets and increase their customer base. The result of the project is
that there will be a unexpected growth for Chinese brands in Indian market as people gives
more preference towards Chinese mobiles and they also looks for new trends from other
category of products like the recent launch of television from the Chinese brand Xiaomi.
93
BIBILOGRAPHY
Websites, journals, books are used for this project to collect some important data. Some of
them are given below as follows;
 www.businesstoday.in
 www.gizbot.com
 www.globaltimes.cn
 www.worldblaze.in
 www.newsclick.in
 www.xinhuanet.com
 www.walkthroughindia.com
 Business standard.com
 Indiatimes.com
 Indianexpress.com
 gadgetsnow.com
SEARCH ENGINE
 Google
 Yahoo
94
A STUDY ON CUSTOMER PERCEPTION TOWARDS CHINESE MOBILE
BRANDS IN INDIAN MARKET WITH SPECIAL REFERENCE TO CUDDALORE
DISTRICT
1.Name :
2. Gender : ○ Male ○ Female
3. Age (in years) : ○ 16-25 ○ 26-35 ○ 36-45 ○ 46-55
4. Educational Qualification: ○ Up to 12 ○ Graduate ○ Diploma
5. Occupation : ○ Student ○ Business ○ Professional ○ Agriculturist ○
Employee
6. Marital status : ○ Single ○ Married
7. In which monthly income do you fall? (In lakhs): ○ 0-1 ○ 1-3 ○ 3-6 ○ 6-12 ○ Above
12
8. Do you use Chinese products? ○ Yes ○ No
9. Which type of Chinese products you mostly use?
○ Auto parts & Accessories ○ Computers & Peripherals ○ Consumer electronics
○ Electrical appliances ○ Telecom devices
10.Which Chinese mobile brand you are using?
○ Xiaomi ○ Coolpad ○ Huawei ○ Oppo ○ Lenovo ○ Nubia ○ Vivo ○ Asus
11.How long you have been using Chinese mobiles?
○ < 1 year ○ 1-2 years ○ 2-3 years ○ > 3 years
12.How did you get to know about Chinese mobiles?
○ Television ○ Social media ○ Online Advertisements ○ Hoardings ○ Friends
13.Rank the following which makes you to get more attracted to prefer Chinese mobiles?
Particulars 1 2 3 4 5
Low cost
Availability
User friendly
Quality
Specification
Advertisements
(1-Highly prefered, 2-prefered, 3-moderately prefered, 4-slightly prefered, 5-least prefered)

14.Whether you have service centre of your brand in your area
○ Yes ○ No
15.Are you satisfied with the service offered by the branded service centre?
○ Highly satisfied ○ Satisfied ○ Neutral ○ Dissatisfied ○ Highly dissatisfied
16.Which type of warranty your mobile brand provides?
○ Replacement warranty ○ Service warranty ○ Extended warranty
17.Do you agree with the statement that your Chinese mobile brand provides the option of
Mobile insurance?
○ Strongly agree ○ Agree ○ Neutral ○ Disagree ○ Strongly disagree
18.Which mobile brand you prefer to purchase?
○ Xiaomi ○ Coolpad ○ Huawei ○ Oppo ○ Lenovo ○ Nubia ○ Vivo ○ Asus
19.What made you to choose that specific mobile brand?
○ Design & innovation ○ Higher performance ○ Latest hardware
○ Value for money ○ Higher quality
20.Rank the following options you consider more before purchasing the Chinese
products?
Particulars 1 2 3 4 5
Research about the
product
Reviews given by
other user
After sales
support
Delivery period &
mode
Custom charges
(1-Highly considered, 2-Considered, 3-Moderately considered, 4-slightly considered, 5-least

considered)
21.Which mode of sales you prefer to purchase the Chinese mobile?
○ Brand authorize retailer ○ Brand website ○ Brand showroom
○ Online shopping sites ○ Anywhere from market
22.Why do you think that Chinese mobile makers provide mobiles at very cheap price?
○ Subsidy by the government ○ Each and every part are made in China itself
○ Cheap labor ○ Lower expense on advertisements

○ Probably no direct brand showrooms, so it may provide at cheap price by reducing
operating cost
23.According to yourself, which thing that the Chinese mobiles lacking in?
○ Higher quality ○ Product lifetime ○ Standard price ○ Higher performance ○ Convenient purchase
24.Do you agree with the statement that Indian market is dominated by Chinese Smartphone makers?
○ Strongly agree ○ Agree ○ Neutral ○ Disagree ○ Strongly disagree
25.According to you, which Smartphone makers have higher growth in Indian market share?
○ Xiaomi ○ Huawei ○ Lenovo ○ Asus ○ Vivo ○ Oppo ○ Vivo

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CHAPTER I

1.2 MARKETING MANAGEMENT:

Management is the processes of planning, organizing directing motivating and

Marketing involves Customer, Analysis, Advertising, Marketing, Sales, Promotion, Price,

(1) Identification, selection and development of a product,

(2) Determination of its price,

(3) Selection of a distribution channel to reach the customer's place, and

(4) Development and implementation of a promotional strategy.

Process, Physical evidence, People are the other 3 P’s of marketing.

 Product refers to an item or items a business intends to sell. When examining a

 Promotion refers to the integrated marketing communications campaign. Promotional

1.3 Online Marketing

Following is a brief summary of functions of Marketing,

1. Marketing Objectives: marketing management determines the marketing objectives. The

3. Organization: A plan once formulated needs implementation. Organizing functions of

4. Coordination: Coordination refers to harmonious adjustment of the activities of the

5. Direction: Direction in marketing management refers to development of new markets,

1.4 MARKETING RESEARCH

The marketing concept that encompasses a customer’s impression, awareness and

1.5 IMPORTANCE OF CUSTOMER PERCEPTION:

1.6 FACTORS INFLUENCING CUSTOMER PERCEPTION:

 Purchase and consumption decisions

The attention process can therefore be viewed as an information filter - a screening

This phenomenon is termed the Gestalt psychology. "A German school of

Display unit/touch screen, Passive components, Battery, Camera module,

As per the latest update,

Qualcomm announced $2 billion deals with Chinese manufacturers Lenovo, Oppo,

Xiaomi in Sri City, Andhra Pradesh

Lenovo in Chennai, Tamil Nadu

Oppo in Noida, Uttar Pradesh

Vivo in Greater Noida, Uttar Pradesh

Huawei in Chennai, Tamil Nadu

One Plus in Noida, Uttar Pradesh

Coolpad in Aurangabad, Maharashtra

Gionee in Faridabad, Haryana

3.2 TYPE OF RESEARCH:

3.3 STATEMENT OF PROBLEM:

3.4 NEED OF THE STUDY:

Study is the art of observation. It is through observation which we begin to understand

 The study is to know how is customer perception towards Chinese mobiles.

3.5 OBJECTIVES OF THE STUDY:

The purpose of research is to discover answers to questions through the application of

The specific objectives of this research are:

 To study perception of customers towards Chinese mobiles in Indian market

3.6 SCOPE OF THE STUDY:

 To analyze which factors influence the users to prefer Chinese mobiles.

3.7.1 PRIMARY DATA

3.7.2 SECONDARY DATA

3.7.1 SAMPLING TECHNIQUE:

3.7.2 SAMPLE DESIGN:

3.7.3 SAMPLE SIZE:

3.8 DATA COLLECTION TOOL:

3.9 DATA ANALYSIS:

3.10 STATISTICAL TOOLS

3.11 SIMPLE PERCENTAGE ANALYSIS

 Second chapter discuss about the Product Profile.

 Third chapter deals with the Research Methodology

 Fourth chapter describes the Data analysis and Interpretation, and

 Fifth chapter describes the Findings, Suggestions and Conclusions.