Mobile Preferences

AN ANALYSIS OF MOBILE PHONE PREFERENCE

BY CONSUMERS

1 NEED FOR THE STUDY

Mobile phone is a smart communication media. It is not a one-way communication like pager. Cellular communication basically gives the power of an advanced telephone system card. Cellular communication works like the radio set which is normally used. The handset or Mobile Phone is in fact an own private radio transmitter and receiver, very similar to the Walkie-talkies used by Police and Security Personnel. The key difference is that a cellular phone network is connected to the fixed line or conventional telephone system allowing additional access to the telephone world.Mobile Phone can be used to make and receive STD and ISD calls. Now e-mailing message is also possible. Some cellular phones have the capacity to send and receive faxes and data when attached to a personal computer. The sole purpose of branding is to distinguish the branded product from those of the competitors. A well-promoted brand name, which has earned reputation in the market, is very difficult to compete with. Branding describes the establishing of brand name, make and trade names for a product.A lot of brands of Mobile Phone are available in the market. But the consumers prefer a particular brand of Mobile Phone. In the modern business world, due to the development of science and technology, many new brands have been introduced in the market every year.This study is mainly focuses on the leading brand preference for mobile phone and the attitude of consumers belongs to low, middle and high income groups.

2 REVIEW OF LITERATURE

Brand, it is a symbol, name, phrase, design or any of the combination above. The use of brand is to bring ease to everyone in identifying a product and tell its apart from its competitors. A product with brand name and logo is given its identity, value and meaning. According to Prasana Rosaline Fernandez(2009), to fully understand the potential of branding in...