Marketing Mobile Phones in India

This paper evaluates the strategies and techniques used for marketing mobile phones in India, with a focus on top brands like Samsung and Apple. It explores the impact on sales and the differences in business operations. The study also provides recommendations for effective promotion of mobile phones in India.

Marketing mobile
phones in India

ABSTRACT
This paper covers a evaluate of the definition of cellular marketing, summarizing their
traits compared to conventional advertising channels. Next, exclusive tactics and study’s findings
related to the acceptance and attitudes towards the cellular advertising are explored, as well as
some of the most applicable theoretical approaches on this location. Two factors of the manner
of reputation sticks out: perceived usefulness and perceived ease of use. Finally, a fixed of hints
is presented to direct future research efforts in the area of cell advertising. Wireless communiqué
devices for the loads generally called cell telephones which consist of gadgets which include
fundamental cellular phones, characteristic phones, smartphones and drugs top the list of most
preferred communication media now not simplest in evolved international locations, but even in
developing countries like India. The price of adoption of cell telephones through the hundreds as
a favored mode of communication is on an upward spiral across the globe and India is not any
exception. Mobile telephones have emerge as an imperative part of human being’s daily lives
and by using being their very nature they may be being carried by means of the human beings for
maximum of the time. This truth renders cell telephones to be one of the maximum efficacious
media to reach to a notably large range of customers with advertisements and promotional
messages
Data was accrued thru the usage of an in depth quantitative survey (i.E. Questionnaire).
Respondents have been previous and current exporters. Five hypotheses were evolved to check
the connection between the barriers and export overall performance. The study performed an
empirical analysis with the use of a correlation and regression analysis which had been used to
check the hypotheses.

Contents
INTRODUCTION AND BACKGROUND TO THE STUDY.......................................................1
1.1 Introduction............................................................................................................................1
1.2 Background of the study........................................................................................................2
1.3 Problem Statement.................................................................................................................2
1.4 Research Aims and Objectives.........................................................................................2
1.5 Research Questions...........................................................................................................3
CONTEXT.......................................................................................................................................3
2.1 Introduction............................................................................................................................5
LITERATURE REVIEW................................................................................................................5
2.2 Theoretical Framework..........................................................................................................5
3. RESEARCH METHODOLOGY................................................................................................8
3.1 Introduction............................................................................................................................8
3.2 Research Design....................................................................................................................9
3.3 Research Philosophy..............................................................................................................9
3.4 Methodological choices.........................................................................................................9
4. RESULTS..................................................................................................................................13
ANALYSIS....................................................................................................................................19
DISCUSSION................................................................................................................................20
Data Collection..........................................................................................................................21
Sampling Technique..................................................................................................................23
1.1. Ethical Considerations....................................................................................................24
Limitations of the Study............................................................................................................24
1.2. Purpose of the Study.......................................................................................................25
5. CONCLUSION..........................................................................................................................25
RECOMMENDATIONS...............................................................................................................25
REFERENCES..............................................................................................................................27

INTRODUCTION AND BACKGROUND TO THE STUDY
1.1 Introduction
Marketing indicates to the process and activity of advertising and endorsing a specific business
or connecting in the scale of the facilities and goods of particular business. Marketing is
comprehensive of actions such as market research as well as promoting (Obong, Mugonola and
Phillips, 2018). In a more intricate intelligence of the term, marketing indicates to the institutions
and procedures that are utilised for creating, delivering, communicating and exchanging several
kinds of offerings which have value for partners, clients, consumers and that have value for the
community as a whole (Menon, 2019). The particular actions that are commenced through a
business venture for selling a good or for involving in the buy of a commodity or set of products
are also defined as marketing. Purposes of a marketing plan to assist us coherent the
organisation’s vision, mission and values, consider enterprise’s marketing budget, business
model and value perspective that the firm will utilise and implement to promote its goods, and
the firm’s need to maintain it acceptable to assure that they accomplish their goals and objectives
effectively and invest their fund efficiently. The method developed at the time of study is unique
for several establishments (Hamad and et. al., 2018). Ventures can repeat the study in the future
utilising the same statistical tools developed through the research suggestions and
recommendations include of interpretation of meaningful statistical information and views or
responses of the researcher. Business research is a constant and ongoing process it does not end
with one study as business atmosphere is modifying exponentially.
The marketplace in India is ruled by means of mobile. For cell 840 million-plus customers,
unlike many other markets, cellular is turning into the dominant device for voice, for value-
introduced offerings, and increasingly for mobile Internet also. It‘s particularly similar to what
we noticed in Japan in 1999 wherein, due to the trouble of broadband and computing. There‘s a
whole host of services being created round cell (Hoang, 2020). An effective control of cell
offerings requires information of the elements that underlie the evolution of the marketplace.
Factors inclusive of market capability and timing and pace of adoption are of brilliant
significance for telecom operators for capability planning. Understanding the evolution of mobile
telephone marketplace and its likely destiny fashion is equally crucial for coverage makers. An
effective control of cellular services calls for an information of the factors that underlie the
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evolution of the marketplace. Factors along with marketplace capability and timing and velocity
of adoption are of exceptional importance for telecom operators for potential planning (Štarchoň
and et. al., 2018). Understanding the evolution of mobile Smartphone market and it’s in all
likelihood future fashion is equally vital for policy makers.
1.2 Background of the study
The written report prepares a research proposal on the marketing strategy which can be execute
to market top mobile phone brands like Samsung and Apple in the nation of India (Sharma and
Goyal, 2019). The document describes the research aims and objectives, a literature review and
the methods that will implemented in reference to carry out the study are defined as are the
ethical components that will be taken into consideration at the time of executing the research.
1.3 Problem Statement
There is ample of information that is observed to exist on the market for mobile phones in India
and the literature on the marketing of mobile phones also talks about the tool and plan of actions
that are mace utilisation of for the same (Singh and Srivastava, 2018). However, there is little
defined in the existing literature on the approach that is taken through mobile phone businesses
and dealers regarding the marketing of top mobile brands like Samsung and Apple in India
(Sharma and Goyal, 2019). This gap is the review of literature is going to be tackled in detail in
the research project that is going to be undertaken shortly, on the subject.
1.4 Research Aims and Objectives
The aim of an investigation report is basically a fairly general, high level statement of what it is
that the firm wish to explore, while the objectives are more particular or centred questions that
will tackle several aspects of the goal (Issahaku, Abu and Nkegbe, 2018).
The key objectives of the research are as below:
 To monitor plan of actions utilized for marketing of mobile phones in India.
 To determine the methods and strategies that is utilized for marketing top mobile brands
in India.
 To find out the key differences in the business operations of Samsung and Apple.
 To find out the influence had on minimizing the sales of other Smartphone enterprises.
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 To comprehended how top mobile organizations like Samsung and Apple mobile phones
can be endorsed on the nation of India with a comparison being offered of the marketing
tools utilized for both kinds of brands.
1.5 Research Questions
The key research questions for this specific study are as below:
 What are the strategies used for marketing or promotion of marketing of mobile phones
in India?
 What are the methods and strategies that are used for marketing top mobile brands in
India?
 What are the key differences in the business operations of Samsung and Apple?
 What is impact had on reducing the sales of other Smartphone companies?
 How will the country of Indian market top Smartphone brands such as Samsung and
Apple cell phones? How can I compare Samsung’s marketing with Apple’s marketing in
India?
For instance, a process research project needs the investigator to plan, take action, measure
the outcomes of the activity and feed that information into the next cycle of planning, action and
assessment (Issahaku, Abu and Nkegbe, 2018). This cyclical approach does not provide itself to
the setting of a particular and quantifiable objective.
1.6 Hypothesis
 Social media is the main strategy which is used for marketing of mobile phones in India.
 Celebrity promotion strategy is the key strategy which is considered by top mobile brands
in India for marketing or promotion.
 Business model is the main difference which can be analysed in the business operations
of Samsung and Apple.
 Reduction in customer base is the main impact which had on decreasing the sales of other
Smartphone companies.
 The marketing of Samsung and Apple can be compare on the basis of USP of the brand.
Summary and Conclusion
This chapter gave an introduction in to the existing study and the underlying background
of the study. It incorporated the current state of the execution of the mobile sector in India, and
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the relationship among that execution and likely barriers that exist within and outside the nation
(Mishra, 2018). This background led to the stated issue that is mainly the fact there is little data
on the topic in current literature that is the foundation and motive of this document.
CONTEXT
Consumer behaviour
It is the study of how peoples, teams and companies choose, purchase, utilise and dispose
ideas, products, and services to fulfil their demands and needs (Agarwal, Sahoo and Agarwal,
2019). It mentions to the activities of the target audiences in the marketplace and the highlighting
motives for those actions. Customers assume complex purchasing power when they are highly
involved in a buy and perceive significant differences between brands. Consumers are greatly
involved when the commodity is expensive, risky, purchased infrequently and highly self
expensive. Consumer involvement is described as a kingdom of thoughts that motivates
customers to become aware of with product/provider offerings, their consumption patterns and
consumption conduct (Maheshwari, Seth and Gupta, 2018). Involvement creates inside
purchasers an urge to search for and reflect on consideration on the product/provider category
and the various alternatives before making selections on logo choices and the very last act of
buy. It is the amount of physical and mental attempt that a consumer puts into a purchase
selection. It creates inside someone a stage of relevance or personal significance to the
product/provider imparting and this ends in an urge in the former to gather and interpret
information for gift/destiny choice making and use.
Buying behaviour
It refers to the activities that are considered by target audiences before purchasing a good
and taking the benefits of the service. This activity may consider consulting search engines,
involving with social media posts or a range of other activities (Khou and Suresh, 2018). Buying
Behavior refers to the movements taken by way of customers earlier than shopping for a product
or service. This manner may additionally encompass consulting engines like google, attractive
with social media posts, or a diffusion of different moves. It is valuable for groups to apprehend
this manner as it helps businesses better tailor their marketing tasks to the marketing efforts
which have successfully motivated purchasers to shop for in the beyond.
Marketing communication
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Basically is it refers to the activity and process of creating awareness about the products
and services of a particular firm by using marketing strategies like advertising, direct marketing,
branding, packaging, printed materials and many more (Vincent and Evans, 2019). In India,
Mobile companies like Samsung and Apple etc. use advertising, online presence, branding, direct
marketing, sponsorship, celebrity promotion etc. are used by them.
Mobile phone marketing in India
In India, mobile phone companies use different marketing tools, techniques and channels
to marketing their products and services. Now these people highly use social media so
companies like Apple and Samsung use social media tools like Facebook, Instagram, Twitter and
YouTube etc (Paranjape, 2018). Along with this, they consider TV ads, celebrity promotion and
many others marketing techniques to promote their products and services.
2.1 Introduction
It can be defined as the comprehensive summary of past study and previous research on a
particular subject and topic. The literature review surveys scholarly articles, books, journals, and
other sources that are reliable to a specific research area (Sinha and et. al., 2019). The review
should enumerate define, summarise, objectively measure and clarify this previous research. It is
often written as a part of a thesis, dissertation or a research paper in order to situate the work in
context of existing knowledge.
LITERATURE REVIEW
2.2 Theoretical Framework
The strategies used for marketing or promotion of marketing of mobile phones in India
According to Saini S. (2020), Mobile marketing is a new tool which developed in marketing
whether it is an online business or offline store. Actions associated to selling, buying and
promoting of any goods and facilities utilising mobile devices are categorised as mobile
marketing. There are several strategies which can be used for marketing of mobile phones in
India. Television is one of the main promotional tool and technique which is used in India in
term of promoting mobile phones so that people could aware with the new and existing
Smartphone’s which are offered by several mobile ventures like Apple, Samsung and many
more. Google Adword also assists promotions so that organisations can start campaign for
targeting particular mobile phones (Gaur, Sharma and Pandya, 2019). Company website is
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another effective advertising tool which is also used by mobile companies in India so that they
can provide brief information about the features of Smart phones. SMS, E-mail, organisation’s
mobile application, web advertisement, social media tools and many more are some marketing
techniques which are utilised for promotion of mobile phone by mobile enterprise in India.
In India, mobile marketing is highly powerful, but it’s easy to get stuck in rut with tools that
do not deliver the outcomes. There are several marketing strategies which are used in India to
promote mobile phones. Hyperlocal mobile marketing strategies consider such as geofencing. It
is where the organisation marks out a particular geographic area with a virtual fence (Singh,
2019). By using this strategy, the establishment can promote its products like Mobile phones and
endorse them by making ads as per that geographic location. Vertical video and animations also
use in promotion of Smartphone’s by mobile companies. Google mobile app campaigns,
advertisement in between mobile app or game and many more strategies are used by Smartphone
companies in India.
The methods and strategies that are used for marketing top mobile brands in India
As per the view of Sachdeva S. (2018), the Smart phone in India has been one of the most
competitive marketplaces in the nation. Both local and international brands fight hard to make
their position in India because it is a very profit making industry and with the number of possible
purchasers India has, no firm wants to ignore this market. In India, top brand like Xiaomi use
low price strategies for marketing (Mittal and Kumar, 2020). By using this strategy, the venture
can do marketing its products and getting attention of range of customer base as people are
greatly attracted regarding low cost mobile product with effective features.
OnePluse is another brand of mobile phones which use invite systems, influence
marketing, Tie up with Amazon, Ola and Air Asia and unboxing ceremony strategies in term of
marketing of its mobile phones India. Top mobile brands like Samsung and Apple use celebrity
endorsement and promotion strategy in term of promoting its mobile phones or Smart Phones
(Sinha and et. al., 2019). It is one of the main and effective strategy of marketing because due to
celebrity promotion, people highly influenced and attracting regarding product. TV ads, Social
media, web ads and mobile application promotion are the some main techniques of marketing
that are used by top mobile brands and companies for endorsing their mobile phones.
In India, mobile sector organisations basically consider different methods like joint
venture, franchising, merger and many more to establish their business. Along with this, they
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also consider numerous tools to promote their products (Sharma and Kulshreshtha, 2019).
Television advertising is included the best medium to reach the target audiences. Traditionally, a
commodity launch would mean $4-8M as marketing spends. However, Motorola and Xiaomi
determined o tie up with exclusively with Flipkart and Amazon which assured that they spend
minimum amount on new launch and use the reach of the online players. Motorola did a joint
promotion with Flipkart with a few rounds of print ads and Xiaomi depended more on the buzz
created by its PR machinery rather than direct promotion.
The key differences in the business operations of Samsung and Apple
As per the view of Ross S. (2019), It is fair to say there is no love lost among Apple and
Samsung. They are in a worldwide corporate battle that started in 2010 when Samsung , then an
Apple dealer, discharged a very iPhone like product by its Galaxy lineup. Samsung and Apple
are two customer electronics huge with global reach and faithful customer bases (Girija and
Sharma, 2018). Samsung;s business model has centred on vertically integrating supply chains
and ramping up manufacturing volume. Apple has designed business plan of action of
concentrating on design and user experience while outsourcing factors like production.
According to Mcfarlane G. (2019), Apple makes money on iPhones and MacBooks, more than
anything else. The phones outsell the laptops 5 to 1 but the huge margins on the latter make the
race more or less a wash. Samsung revenue centre is more evident. Its mobile phones that is
accountable for 45% of the firm’s profits (Singh, 2019). Samsung might hammer Apple on
market share for mobile phones, but Apple happily sells fewer phones than Samsung known that
it states netting close to $400 profit per unit.
Apart from this, Apple is so big that it can live comfortably without Samsung. Similarly,
Samsung does not require being an Apple supplier to increase. As rivals in the market, they have
put life changing electronics in the hand of hundreds of millions. As rivals in the halls of
fairness, they have exhausted huge sums of cost to emphasize their supremacy (Kabbiri and et.
al., 2018). In addition to it, Apple is the controlling brand in the US marketplace and Samsung
holds the lead internationally. In comparison, Samsung is viewed like a follower for a long time.
Since the launch of Galaxy S4, Samsung has included Apple’s innovative design of the iPone as
“not so astonishing and continues to be a noteworthy competitor.
Apple is the dominating brand in the US market and Samsung holds the direct
internationally. There are some forms of peculiarity among the marketing strategies of both the
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brands. Apple is broadly considered as a great innovator in the Smartphone sector. it is popular
for beautiful designs and new applications (Talikoti, 2019). Whereas Samsung is viewed as a
follower for a long time. Since the launch of Galaxy S4, Samsung has included Apple’s creative
design of the iPhone as not so stunning and continues to be a notable rival. Apple has a new
strategy when it comes to brand promotion. It has a minimalist presence on social media (Mittal
and Kumar, 2018). It endorses through TVCs. While Samsung meanwhile, is present on an array
of social media channels such as YouTube, Twitter and Facebook pages for Samsung mobile,
Samsung TV and others.
Impact had on reducing the sales of other Smartphone companies
There are several things which create influence on the decrement of the sales of
Smartphone organisations. According to Kala R. R. (2020), the pandemic and lockdown also
affected domestic Smartphone market with shipments during April-June 2020 reducing 51%.
Due to this issue, the main Chinese brand like Oppo, Vivo, Realme and others are highly
affected in term of their sales (Minkoua Nzie, Bidogeza and Azinwi Ngum, 2018). Apart from
this, the sale of other brand like Apple, Samsung, Lava, Nokia etc are also influence negatively
because due to COVID pandemic production of mobile devices stop due to shipment of them
which create direct impact over the sales of Smartphone’s in negative manner (Mittal and
Kumar, 2020). Boycott China is another reason of reduction in sales of mobile devices.
Customer are getting messages by several social media tools and they are making determinations
to not to purchase Chinese brand products considering mobile phones also.
Gaps in the Review of Literature
The literature that has been described preceding points out the fact that there is a vast market
for mobile phones in the country of India and the requirement for Smart phones in India is
something that is something that is gorgeous high to say the least. This marketplace is likely to
develop and expand in the near future too, as assigned in the review of literature (Sharma and
Kulshreshtha, 2019). The reconsider of literature does not examine much about what the
marketplace is like for top brands such as Samsung and Apple and the tactics of strategies that
ought to be used for the marketing of such phone ventures. This gap in the review of literature
will be tackled in the existing assessment.
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3. RESEARCH METHODOLOGY
3.1 Introduction
Research methods and methodology signifies as a theoretical and systematic analysis that is
implemented and used in reference to find out tools applied to a particular area of study
(Agarwal, Sahoo and Agarwal, 2019). It is beneficial activity applied to build up effective data
for the objective of making business decisions. On the other hand, research methodologies
indicates to a systematic study, collection of data, formulation of hypothesis and deduction and
conclusion of study, It is an essential and crucial part of dissertation that will enable a researcher
to demonstrate accurate and effective details of methods applied to undertake a systematic and
effective review of the extent literature (Obong, Mugonola and Phillips, 2018). It is majorly
associated and linked with the aims and objective of research.
3.2 Research Design
It is acknowledged as the tools utilised to gather information and the scientific structure of a
research document. There is exploratory research design, the descriptive and analytical research
design. The researcher recommended utilising exploratory research form for the determination. It
will motivate investigators to carry out the study more broadly to identify what the issue
suffering Smartphone organisations that have stuck among Apple and Samsung’s competitor
(Khou and Suresh, 2018). Exploratory research design is conducted for a research hassle when
the researcher has no beyond information or just a few studies for reference. Sometimes this
research design is casual and unstructured. It serves as a device for preliminary studies that offers
a hypothetical or theoretical concept of the studies trouble. It will now not offer concrete
solutions for the studies trouble. This method is performed with a purpose to determine the
nature of the hassle and helps the researcher to broaden a better know-how of the problem.
Exploratory research is flexible and provides the initial groundwork for future research. With the
help of this research design the researcher can analyze special sources consisting of published
secondary information, records from other surveys, remark of studies objects, and opinions
approximately a employer, product, or service.
3.3 Research Philosophy
The approaches obtained through a research to the gathering of data for an investigation
document and the influence of such problems over their execution would be measured in detail
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in this section of determination. The research methods deemed adequate supported to the nature
determination of this information is acknowledged as research philosophy. Three of the most
ordinary kinds of research philosophical structures because made utilisation of through at
accomplishing research objectives (Hamad and et. al., 2018). This section of determination now
indicates the methods that researchers around the world are that of realism, interpretivism,
pragmatism and positivism. This study will make utilisation of positivism because it assists in
successful organisation of study and the collecting of quantitative knowledge. It is effective in
collecting and assembling information at a lower cost and time. The main benefits and advantage
of a positivist approach is the energetic system of putting hypotheses, of empirical
experimentation to test those hypotheses, of deep analysis to measure the consequences, after
which the capacity to codify the results in a hard and fast of legal guidelines and predictions.
3.4 Methodological choices
It refers to the techniques which one uses to perform research. Generally there are two
kinds of research methodologies; these can either be qualitative and quantitative.
Quantitative methods observe statistical data and often require the utilisation of
numerical tools to analyse information assembled (Girija and Sharma, 2018). This method can be
utilised to systematically define large collections of things and it generates reproducible
information. In form of this research approach, the surveyor can execute surveys, questionnaires,
observation, document screening and others. Use of quantitative research method is completed to
assemble data in statistical manners that facilitate easy presentation of data (Hoang, 2020).
Qualitative research method is framed in a way which helps disclose the behaviour and
perception of a customer in reference of a particular topic. This research tool is made to assemble
in depth information in theoretical form. Within it, the surveyor can utilise interviews focus
groups, observations, document analysis and others. Within this existing research report or work,
it has efficient communication and presentation of research outcomes and research use of
qualitative research method is made.
From the defined research methodologies, it is able to be decided that for the effective
final touch of this research venture (Chawla and Joshi, 2019). Researcher use quantitative
research method as it permits in assembling and gleaning pure and first hand data in context of
unique topic. Also, with the assistance of this research approach, investigator can get deep and
dependable statistics that can be useful and vital to attain studies objectives. Quantitative studies
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utilises a randomised pastime to assemble facts, preventing bias from entering into the data. This
randomness generates a further benefit within the reality that the information provided by means
of this research can then be statistically applied to the rest of the populace unit this is under
studies. It is one of the key benefit of this device is that it provide consistent effects while the
similar statistics points are determined beneath randomised situations.
Whereas the investigator will now not consider every other research technique like
qualitative as the records gleaned using the qualitative studies method may be questionable now
and again (HARIKA, 2018). Another downside of this tool is that these researches take amount
of time to gather dependable and correct statistics. This technique is extra intensive and as a
result more time taking and useful resource in depth, which means much less man or woman are
surveyed.
Research approach
It is a procedure and plan that considers of the steps of broad statements to detailed method of
data gathering, analysis and determination. It is supported to and based on the nature of research
conflicts being observes (Vincent and Evans, 2019). The main kinds of research approach are
deductive and inductive. Deductive method is used with quantitative research tool. While
inductive use with qualitative research method (Agarwal, Sahoo and Agarwal, 2019). In this
research the surveyor can consider deductive approach as it is useful to measure facts on the
effect of administrating cultural variety on organisational execution within workplace effective
methodological selection, because it enables in figuring out quantitative information in a
minimal amount of time. Deductive approach explores a recognised concept or phenomenon and
checks if that theory is legitimate in given instances. It has been stated that “the deductive
technique follows the path of common sense most carefully. The reasoning starts off evolved
with a theory and leads to a brand new speculation. This hypothesis is placed to the check by
using confronting it with observations that both lead to a affirmation or a rejection of the
speculation. On the other hand, the individual will not consider inductive approach as inductive
research strategies aren't crucial and beneficial in number one and secondary research, for the
reason that they're focused at satisfactory statistics that takes to extra time and financial price.
Source of data collection
It indicates to those techniques source that help in gathering and assembling appropriate and
adequate data. There are two major source of information gathering like primary and secondary
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source (Paranjape, 2018). Use of both source of data collection directly from responders thus,
expand viability of information while secondary source is data assembling provides support to
primary results with the help of previous facts. With the assistance of tool the surveyor can
gather pure and first hand data. In form of this source, interview, group discussion, questionnaire
etc. can be utilised to gather data. Whereas secondary data is used to gather detailed data with the
assistance of books, articles, magazines, company websites, journals and others.
The investigator proposed the utilisation of primary source of data collection tool for this
study, because it would permit for an effective and briefer understanding of the subject matter
and would also permit for the gathering of pure information (Minkoua Nzie, Bidogeza and
Azinwi Ngum, 2018). A survey will be organised between individual working in top mobile
establishments in India for the quantitative data collection activity and mostly questioned
regarding Smartphone options they make and the causes behind them. Structured questionnaires
were distributed by e-mails and the social media site workers of India like Facebook. The option
to utilise pre-coded questionnaires is supported to Fisher’s structured questionnaire view. As per
the view of Fisher, “If the researcher wants to assess the research material then a pre-coded
approach is best executed (Chakrabarty, 2019). Moreover, the person states that if the surveyor
want to compare a great many individual’s views and experiences, then it’s best to utilise pre
coded methods. In view of the fact that this research study aims to compare Apple with Samsung
Smartphone and has been accepted as suggested through the Fisher pre-coded questionnaire. A
sample size of 20 consumers has been assorted specified that this research study is deemed
appropriate and representative.
Data Analysis
Data analysis is the system of cleaning, converting, and processing uncooked data, and
extracting actionable, applicable information that facilitates businesses make informed decisions.
It is a rather summary idea to apprehend without the help of examples. So to higher illustrate
how and why statistics analysis is crucial for groups. There are the four forms and ways of data
analysis and they are as:
Text Analysis-It is also referred to as Data Mining. It is one of the strategies of records
evaluation to find out a pattern in huge statistics sets the usage of databases or records mining
equipment. It used to convert raw facts into business data. Overall it gives a manner to extract
and look at facts and deriving styles and sooner or later interpretation of the records.
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Statistical Analysis- It suggests "What appear?" with the aid of using beyond records inside the
form of dashboards. Statistical Analysis consists of collection, Analysis, interpretation,
presentation, and modelling of statistics. It analyses a hard and fast of information or a sample of
facts. There are classes of this kind of Analysis - Descriptive Analysis and Inferential Analysis.
Descriptive Analysis- this analyses entire data or a pattern of summarized numerical data. It
shows imply and deviation for continuous statistics while percentage and frequency for specific
statistics.
Inferential Analysis- This analyses pattern from entire information. In this sort of Analysis, you
can find extraordinary conclusions from the equal records by deciding on special samples.
Diagnostic Analysis-It indicates "Why did it happen?" by way of locating the purpose from the
insight found in Statistical Analysis. This Analysis is beneficial to pick out conduct patterns of
information. This analysis is able to have possibilities to apply similar prescriptions for the new
troubles.
Predictive Analysis- It suggests "what is probable to appear" by using previous information.
This Analysis makes predictions approximately future outcomes based on modern or beyond
information. Forecasting is simply an estimate. Its accuracy is based totally on how tons specific
data you've got and how much you dig in it.
Prescriptive Analysis- It combines the insight from all previous Analysis to decide which
motion to take in a contemporary hassle or decision. Most records-pushed organizations are
using Prescriptive Analysis due to the fact predictive and descriptive Analysis is not sufficient to
improve records performance. Based on current situations and issues, they analyze the statistics
and make selections.
Validity and Reliability
It is crucial and required for researcher to produce the valid and relevant outcomes by
implementation of exploration work. A research is needed to be valid and accurate in nature,
therefore, the validity of the work is determined by the measure that are considered to check the
relevancy of the research techniques and design and the current investigation is valid as in the
suitable methods are used that are efficient in supporting the secondary data in efficient form
(Swathi, 2018). On the opposition reliability is analysed when similar outcomes are acquired
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under diverse situations, thus, the assorted work based on the marketing of mobile phones in
India is said to be relevant as n this acquired results is valid in each situation.
Questionnaire
Q1. Do you aware with the business of mobile industry?
(a) Yes
(b) No
Q2. What are the strategies used for marketing or promotion of marketing of mobile
phones in India?
(a) SMS
(b) Email
(c) Web advertisement
(d) Social media
Q3. What are the methods and strategies that are used for marketing top mobile brands in
India?
(a) Low price strategy
(b) Unboxing ceremony strategies
(c) Celebrity promotion strategy
Q4. What are the key differences in the business operations of Samsung and Apple?
(a) Business model
(b) Business strategy
Q5. What is impact had on reducing the sales of other Smartphone companies?
(a) Reduction in profits
(b) Decrement in market share
(c) Minimisation in number of consumer
Q6. What are strategies and tools which can be used by top brands like Samsung and
Apple to get information about their consumer’s interest in Indian market?
(a) Consumer Feedback
(b) Websites reviews
(c) Survey
Q7. How can compare Samsung’s marketing with Apple’s marketing in India?
(a) USP of the brand
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(b) To analyse consumer base
Q8. Do you agree that Apple is better brand in compare to Samsung?
(a) Agree
(b) Disagree
Q9. What is the different competitive strategy of mobile industry?
(a) Brand image
(b) Effective promotion
(c) Distribution network
Q10. Provide suggestions which can be consider by the companies of mobile industry to
overcome the business from the situation of current pandemic.
4. RESULTS
Theme 1: the concept of business of mobile industry
Q1. Do you aware with the concept of business of mobile
industry?
Frequency
(a) Yes 11
(b) No 9
Interpretation- Form the mentioned graph, it has been concluded that among the unit of 20
consumers, 11 are replied that they are aware with the concept of business which is used by the
mobile sector companies in India. Where as remaining 9 are disagreed that they are familiar with
their concept.
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Theme 2: are the strategies used for marketing or promotion of marketing of mobile
phones in India
Q2. What are the strategies used for marketing or promotion of
marketing of mobile phones in India?
Frequency
(a) SMS 2
(b) Email 6
(c) Web advertisement 5
(d) Social media 7
Interpretation- It has been summarised that from this defined visual presentation that among the
population of 20 people, 2 are agreed with SMS, 6 are supported to Email and 5 are replied to
web advertisement is the effective strategy of promotion which is used by mobile phone
companies in India. While remaining 7 are supported to social media is the best plan of markting
which is used by mobile phones organisation.
Theme 3: the methods and strategies that are used for marketing top mobile brands in
India
Q3. What are the methods and strategies that are used for
marketing top mobile brands in India?
Frequency
(a) Low price strategy 10
(b) Unboxing ceremony strategies 3
(c) Celebrity promotion strategy 7
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Interpretation- This has been analysed form the graph that between the number of 20
consumers, 10 people are supported to low price strategy and 3 are agreed with unboxing
ceremony strategies are effective for marketing of top mobile brands in India. Enduring
remaining 7 customers are supported to celebrity promotion strategy is effective for promoting
mobile brands in India.
Theme 4: the key differences in the business operations of Samsung and Apple
Q4. What are the key differences in the business operations of
Samsung and Apple?
Frequency
(a) Business model 9
(b) Business strategy 11
Interpretation- From the above statistical information, it has been determined that between the
unit of 20 individuals, 9 are agreed with business model is the main factor which differentiate the
business operations of Samsung and Apple. While remaining 11 are supported to Business
strategy are the main aspect which diversify the business operations of Samsung and Apple.
Theme 5: impact had on reducing the sales of other Smartphone companies
What is impact had on reducing the sales of Smartphone Frequency
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companies?
(a) Reduction in profits 11
(b) Decrement in market share 4
(c) Minimisation in number of consumer 5
Interpretation- It has been determined from this graphical representation that among the
population o 20 consumer, 11 are supported to reduction in profits is the main influence which
had on decreasing the sales of mobile phones organisations. Whereas remaining 4 are supported
to decrement in market share and 5 agreed with minimisation in number of customer is the main
impact that has on reducing the sales of Smartphone ventures.
Theme 6: strategies and tools used to get information about their consumer’s interest in
Indian market
Q6. What are strategies and tools which can be used by top
brands like Samsung and Apple to get information about their
consumer’s interest in Indian market?
Frequency
(a) Consumer Feedback 9
(b) Websites reviews 6
(c) Survey 5
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Interpretation- From this graph, it has been analysed that between the unit of 20 people, 9
individuals are responded to consumer feedback is the key strategy which utilised by top brands
such as Samsung and Apple to get information regarding customer’s interest in Indian market.
Whereas enduring 6 are replied to websites reviews and 5 are supported to survey is the effective
tool to determine the interest of customer in Indian market.
Theme 7: compare Samsung’s marketing with Apple’s marketing in India
Q7. How can compare Samsung’s marketing with Apple’s
marketing in India?
Frequency
(a) USP of the brand 12
(b) To analyse consumer base 8
Interpretation- This has been analysed from the above graph that among the group of 20
consumers, 12 are agreed with USP of the brand and remaining 8 are supported to consumer
based of company is the effective aspect to compare Samsung’s marketing with Apple’s
marketing in India.
Theme 8: Apple is better brand in compare to Samsung
Q8. Do you agree that Apple is better brand in compare to Frequency
19

Samsung?
(a) Agree 13
(b) Disagree 7
Interpretation- This has been determined form the above graphical presentation that among the
unit of 20 people, 13 are agreed that Apple is better in compare to Samsung due to its unique
products and their features. Whereas remaining 7 are disagreed and viewed that Samsung is
better in compare to Apple because Apple offer high cost products which can be purchase by
middle and lower income group of people.
Theme 9: the different competitive strategy of mobile industry
Q9. What is the different competitive strategy of mobile
industry?
Frequency
(a) Brand image 7
(b) Effective promotion 4
(c) Distribution network 9
Interpretation- From the defined statistical information, it has been analysed that among the
group of 20 customers, 7 are agreed with brand image, 4 are replied to effective promotion and
20

remaining 9 are responded to distribution channel is the effective strategy which assist in gaining
competitive benefits from mobile sector.
ANALYSIS
From the above defined literature review, it can be analysed from the defined literature
review of the research. In India, mobile marketing refers as a tool which used by mobile sector
organisations in term of promoting and endorsing online and offline business of them. In term of
marketing mobile, the organisation of mobile industry use several strategies and tool of
marketing and TV is one of key tool which is utilised by enterprises of mobile sector to create
awareness about their mobile products and get attention of people so that they are familiar with
their commodities and services (Chawla and Joshi, 2019). In particular sector, top brand like
Apple, Samsung and others are also used Google Adword for marketing. Along with company
website, mobile phone message, mail, social media, web ads, vertical video and company mobile
app etc. are tools of promotion which consider by mobile sector organisation in India. Mobile
sector and Smart phone has one of the most rival markets in India. In this marketplace, both local
and global brand fight to establish their position in Indian market (Sikundla, Mushunje and
Akinyemi, 2018). For this, they use different strategies regarding product quality, cost,
promotion and many more. For example, Xiaomi is a top brand in mobile sector which used low
cost or price strategy for marketing and make a position in Indian market. Similarly, OnePluse
used another marketing strategy like tie up with Amazon, Ola, air Asia and unboxing ceremony
strategies for the marketing of its mobile phone products in India (Maheshwari, Seth and Gupta,
2018). Along with this, Top bran d like Samsung and Apple use celebrity promotion because it is
a most effective and adequate strategy which highly influence people and attract them toward
commodity. Motorola and Xiamomi tie up with Flipcart and Amazon so that when they launch
new mobile products then they reach of the online players through print ads and by PR
machinery rather than direct promotion.
Apart from the defined LR, it can also be analyse form the preceding literature review that there
are several key diversifications in the business operations of Samsung and Apple (Menon, 2019).
These both mobile sector companies are top brand with international reach and loyal consumer
base. In term of business operation, Samsung’s business model has centred on vertically
integrating supply chains and ramping up production volume. Whereas Apple has framed
business strategy of focusing on design and consumer knowledge when outsourcing factors like
21

manufacturing. Apple earn money on iPhones and MacBooks more than its other products where
as Samsung offer its Mobile products series to get attention of consumer and make money
(Sharma and Goyal, 2019). Apple is making control on its brand in the US market and Samsung
holds the lead globally. Apple is broadly considered as a great innovator in mobile sector and
famous for its beautiful designs and new applications whereas Samsung is viewed as a follower
for a long period. In temr of business operation, Apple has new plan of action when its comes to
brand marketing like social meida nd TVCs. Whereas Samsung is present on social media tools
like YouTube, Twitter and Facebook pages etc. In this current time, there are several things
which create a great impact over the reduction of sales of Smartphone organisations. One of the
key impact forms due to corona virus crisis lockdown situation which influence home
Smartphone market by reducing 51% sales of mobile products (Singh and Srivastava, 2018).
Within this situation, Due to COVID 19 pandemic, people boycott Chinese product and whose
great affect wear by Chinese bran like Oppo, Vivo, Realme and others. Along with this due to
shipment issues, the sales of mobile companies like Apple, Samsung, Lava, Nokia etc. are
decreased and revenue of these venture affect in negative form.
DISCUSSION
Quantitative Research
This research was introduced to motivate researchers in the examiner through
enumerating information. Quantitative research uses analytical methods like experimental and
surveys, and collects information on pre-decided tools generating numerical outcomes. The
quantitative research finding can be predictive, explanatory and confirmatory. It considers data
collection in reference to measure and subject data to numerical treatment in reference to support
or disproves alternative claims of knowledge (Chakrabarty, 2019). This research method are
utilised to acquire information from several reputable sources dealing with numbers, estimates,
graps, table and visual communication etc. there are three major classification of quantitative
research: descriptive, experimental and casual comparative. Descriptive research considers the
identification of attributes of a specific phenomenon within the treatment of an intervention in
the study team is examined because an experimental approach and the outcomes of the treatment
are then evaluated. The researcher investigates the relations among the variables in a
comparative approach.
Disadvantage
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 Incorrect concentrate on numbers: In following tangible, statistical relationships,
quantitative research can be limited, which can direct to researchers neglecting broader
themes and relations (Issahaku, Abu and Nkegbe, 2018). By concentrating exclusively on
numbers, the person is operating the threat of missing shocking or large-picture data that
might advantage their business.
 Difficulty in setting up a model for research: Individual require to carefully set up a
hypothesis when executing quantitative research and establishing a model for data
collection and determination (Sikundla, Mushunje and Akinyemi, 2018). Any mistakes in
their configuration, researcher bias or performance issues will invalidate all of their tests.
It can also be subjective to come up with a theory.
Data Collection
Quantitative research is a determined research choice and considers a great many
participants or representatives. The assessment must be statistically suitable and objective. The
quantitative determination is mainly distressed with numbers, numerical or statistics (Gaur,
Sharma and Pandya, 2019). The statistics calculate the sample size for a study through utilising
formula to measure the sample size amount which will be needed from a needed from provided
population to attain sensible degree of accuracy findings. Determination would frequently look
for sample sizes that add/ subtract a 5-percentatge point margin error of at least 95 percent
confidence interval. A lot of studies are completed to make a smaller margin of error.
With regard to sampling, the utilisation of both probability and non-probability sampling
would be begun and the utilisation of simple probability sampling would be commence for the
quantitative data collection method, and 150 individual would be assorted randomly for the
online survey through social media (Swathi, 2018). The produced information would permit for
comparison with found out primary data sources.
The aggregation of information will be assumed utilising an online survey. As such, it is
primary and quantitative research methodology which will be deployed for carrying out this
investigation (Chakrabarty, 2019). The outcomes of the online survey will be increased with data
that is recovered from secondary sources of literature such as books and journals articles, as well
as divisions in edited volumes on the subject of marketing of technological devices such as
mobile phones in India and others.
Analysis of Data
23

The information that is acquired from the online survey will be exchanged into graphs
and statistical after which this information shall be merged with the data is recovered from the
secondary sources and shall then be thematically determined (Sinha and et. al., 2019). The
analytical themes will be supported to the main research questions that have been declared with
clarity in the first part of this research proposal.
This research study is concentrated on a comparison among two main Smartphone brands
that are 150 individuals’ choice and viewpoint Samsung and Apple. The responses from the
survey disclosed the consumer’s preference over the other for Apple or Samsung Smartphone,
the relationship among brand equity and brand identity to individual brand preference on
Smartphone (Phutela and Altekar, 2019). Comparing Samsung and Apple Smartphone on all
brand equity dimensions and brand equity dimensions and brand identity determined the
information gathering.
Sample Size
It refers to the amount and figure of participants or observations considered in a study
and investigation report. The size of a sample impacts two statistical properties such as the
precision of the estimates and the power of the study to draw conclusion. It is apart and section
of the population selected for a survey or experiment. It is also an essential feature of any
empirical study within the aim is to male inference about a market segment from a sample
(Singh, 2019). The sample size of a survey most typically indicates to the number of units that
were selected from which information or data were collected. However, it can be described in
differ forms. There is the designated sample size that is the number of sample units chosen for
contact or data collection, There is also the final sample size that is the number of finished
interviews or units for which information are actually gathered. The final sample size may be
much smaller than the designated sample size if there is substantial nonresponsive,
disentitlement or both. Not all the units in the selected sample may require to be practiced if
efficiency in completing interviews is much higher than anticipated to accomplish the final
ample size (Paranjape, 2018). The survey will be carried out on 24 top level mobile phone
marketing organisations in New Delhi, India, with 12 establishments being dedicated to the sale
of Samsung commodities and taken effectively 50 individual in 24 top mobile enterprises.
24

Sampling Technique
There are two key sampling techniques are probability sampling and non-probability sampling.
Probability sampling signifies that every item in the population has an equal chance of being
included in sample. On way to commence random sampling would be if investigator was to
construct a sampling frame first and then utilised a random number generation computer
program to pick a sample from the sampling frame (Sampling Techniques. 2020). Probability or
random sampling has the high freedom from bias but may represent the most costly sample in
forms of time and energy for a provided level of sampling issue. Whereas, non-probability
sampling is often related with case study research design and qualitative research. A sample of
participants or cases does not require to be representative or random but a clear rationale is
required for the inclusion of some cases or people rather than others. The expedient, random and
non-probabilistic sampling tool shall be utilised to generate the representatives’ population. The
participants in the investigation activity shall be assorted on the basis of their ease of
accessibility (Mittal and Kumar, 2020). The objective of organising a questionnaire is to
determine the consumer’s execution, demands and thoughts. Their description from the brand is
noted. The surveys was organised in Delhi. This was organised to get the response of individual
from a range of backgrounds and diverse fiscal standing.
The aims of organising a concentration team are to learn consumer perception about the
brand in a personalised manner. They will be requested to openly allocate and convey their views
on the firm, as well as criticise it a state its advantages (HARIKA, 2018). Within each brand, the
teammates will be briefed on the commodity range. The ventures will be defined with them, with
their logo punch line, advertising collaterals and marketing programme plan of actions. Their
input will be understood and their suggestions included.
1.1. Ethical Considerations
There are quite a few ethical components that will be obtained in to consideration when
executing the study. These are as follows:
 The participation in the online survey is something that will be maintained voluntary in
nature. Only those who are willing to or are relaxation with the thought of taking part in
the online survey will be permitted to do so.
25

 The questions that are asked as part of the online survey will be connected instantly to the
key topic of the research and none of the questions in the online survey will be individual
in personality (Girija and Sharma, 2018).
 Along with this, questions are easy in term of pronunciation so that they can be
understood by the participants in easier manner (Sharma and Kulshreshtha, 2019).
 The secondary source that are utilised for conducting the research will be cited in an
effective manner utilising effective form of referencing.
 The information is reliable and relevant as well as taken from the effective sources that
are authentic in nature.
Limitations of the Study
The key restriction which this study is suffered with is the statement that the project has
to be assumed in a limited time frame (Chawla and Joshi, 2019). Restrictions are also inflicted
through the fact which there is restricted or no finances accessible to carry out this project in an
accurate way. The research project is so brief and required deep and specific information about
research topic which is required more time but lack of time is the confront which create
restriction and limitation in term of effective completion of the document. Along with this, in
term of collecting appropriate and accurate information regarding research title, the research
required more fund as the research needed detailed information so in term of collecting data, the
investigator needed utilisation of some paid sites. In context of this, lack of capital aspect create
limitation.
1.2. Purpose of the Study
The objective of the examination is to offer an overview of the major tools and plans that
ought to be used in context of marketplace top mobile brands such as Apple and Samsung mobile
phones in India, with a comparative determination being offered for readers in context of it
(Maheshwari, Seth and Gupta, 2018). Along with this, the key object of this research project is to
offer detailed information about the consumer behaviour in term of purchasing within a
particular nations and providing data about the aspects which influence the purchasing power of
target audiences within mobile sector. Also, the investigation report provide an effective and
adequate structure about a perfect research document which is crucial to surveyor in term of
making their research skills develop so that they can perform well and effectively in future.
26

5. CONCLUSION
From the defined information, it has been concluded that there are range of top brand of
mobile in market. Apple is still the most desired Smartphone producer of consumer that indicates
to both consumers who own a Smartphone and those who have been taking of purchasing on in
the near future. Customers are not likely to change brand preference based on a sudden firm with
new gadgets. They are willing to try it but don’t take it because once their need fulfilled. The
respective company has ventured against others in this entire touch screen based Smartphone,
placing them in a initiating position for others, number of people believe that Apple’s product is
differ and unique for consumers sakes in India. Along with this, it can be analysed that Apple
does not have unit sales they are still top in forms of operating income. iPhone device of the
particular firm must be utilised in combination with iTunes synchronisation software where
customers can buy all kinds of applications, games and even songs. This permits them to get
more revenue cause of fact that even after the initial buy; consumers are still making buts from
Apple. At Samsung this confrontation never arises in India and other nations.
RECOMMENDATIONS
There is huge potential in the mobile and electricity industry for further development in
Indian market. About 67 percent of the individual in India have viewed that they have maximise
the buying of electronic gadgets which demonstrates individual in India are like electronics. The
surveyor would recommend paying more attention to this venture in making highly and effective
electric devices. Apple is more essential and les obscured in its apps than Samsung accordant to
investigation.
27

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