With the goal of supplying manufacturers, marketers, and researchers operating in the fiercely competitive mobile phone business with useful information, this empirical study investigates the factors that influence consumers' preferences for certain brands of mobile phones. This study looks at the factors that influence consumer’s preference for a brand by thoroughly examining demographic, psychographic, and socioeconomic data in addition to consumer perceptions of the product's attributes, the brand's image, and customer service. This study investigates potential differences among various customer categories and looks at the relative relevance of various factors influencing brand preference using a mixed methods approach that includes surveys, interviews, and data analytic tools. Through the demonstration of the intricate relationship between brand features and customer characteristics, this study offers firms useful information about how to improve brand equity, create marketing tactics that work, and stay competitive in the long run. The study's conclusions add to our understanding of consumer preferences, new trends, and opportunities for market players regarding brand preferences in the mobile industry. After all, for businesses hoping to create lasting relationships with customers, cultivate brand loyalty, and thrive in a constantly changing industry, they must comprehend the nuances of brand preferences. The main objective of this study is to evaluate the brand preference for mobile phones among the residents of Raipur City. The nature of this study is descriptive. Brand preference analysis is carried out by conducting a survey describing the preferences of various mobile phones among the residents of Raipur city.

1. An Empirical study on the impact of
the Brand Image in the purchase of
smartphones in Chhattisgarh State
(Concerning, Raipur, C.G.)
Presented By
Mr. Prakhyat Kumar Roy

2. Content Introduction
01
Literature Review
02
Importance
03
Objectives
04

3. Content Hypothesis
05
Research Methodology
06
Conclusion
07
References
08

4. Introduction
This study examines factors influencing
consumer preferences for smart phone
brands using demographic and
psychographic, data, as well as product
attributes, brand image, and customer
service. Using a mixed methods approach,
it examines potential differences among
customer categories and the relevance of
factors influencing brand preference. The
study provides insights for firms to
improve brand equity, create effective
marketing tactics, and stay competitive in
the mobile industry. The study focuses on
Raipur City resident’s brand preference
analysis.

5. Literature Review
• Sriram, Chintagunta, and Neelamgham (2004) found that intrinsic brand preference significantly impacts a brand's
performance. This impact is influenced by model-level prices, product features, and product line length. Some firms can
increase advertising budgets while maintaining profitability.
• Aasim Imtiaz, Prof. Nafees Ahmed Khan, and Swati Punjani (March 2021) found that customers' opinions of smartphones
are influenced by the company's brand image and the price of the product. The study suggests that brand-specific research
can provide in-depth analysis and conclusions.
• Ms. Deepa Ingavale, Dr. A. G. Suryawanshi, and K. V. Marulkar (2012) found that every brand has a place in consumers'
minds and offers superior values. Management students favor Nokia brand of mobile phones due to its better value than
rival models.
• Md. Rahat Khan, Md. Zahir Uddin Arif & Mohammad Ali (2024) found that consumers preferred the Samsung brand and
the Android operating system. The study identified a new measurement model for Bangladeshi consumer’s preferences for
cell phone brands, but it couldn't identify any ethnocentrism for brand preference on a local level.

6. Importance
Insights
Provide data-driven insights
into client behavior trends and
preferences.
Decisions
Informed strategic decisions for
smartphone manufacturers and
marketers.
Influence
Help understand consumer
purchase decisions influenced
by brand image.
Advantage
Provides competitive advantage by
identifying components contributing
to positive brand perception and
outperforming competitors.

7. Objectives
To investigate how
frequently people switch
their mobile phones.
To research Raipur City
residents preferred mobile
phone brands.
To determine the key
characteristics that
people search for in a
smartphone.
Research the causes
of a specific brand’s
preference.

8. Hypothesis
• The relationship between
selecting a new smartphone
relies on the source of
information and factors that
influence a decision to
upgrade.

9. Methodology
• Both primary data and
secondary data have been used
for the research paper.
• Primary data includes a
questionnaire survey of
respondents from the study
area.
• Secondary data is collected
from various published articles
journals, books and internet
websites.

10. Sample Design
• The city of Raipur is the subject of
the current investigation. Interviews
were conducted with over 100
people in the Raipur city region.
Nonetheless, 100 responders were
chosen at random by the researchers.
Owing to temporal and financial
constraints, a random sampling
technique was employed to gather
the surveys. For the analysis, a total
of 100 cases were taken into
account.

11. Responses
AGE FEATURES UPGRADE DECISION RECOMMENDATIONS
Below 21
21-30
31-40
41-50
Above 50
Camera Quality
Battery Life
Operating System
Price
Latest Features
Performance Issue
Internal Storage
Only when Necessary
Manufacture Website
Review Website
Social Media
Family Recommendation

12. Chi Square Test
Observed Value Expected Value

13. Chi Square Test
Table
= 15.04

14. Degree of Freedom

15. Result and Findings
• Chi square test- χ2 = 15.04
At 5% level of significance, the critical value is χ20.05
(9) = 16.919
χ2 < 16.919
• There is a significant relationship between selecting a
new smartphone based on the source of information
and the listed factors that influence a decision to
upgrade.
• Accepting null hypothesis Ho, which means we are
rejecting 𝐻1.

16. Price is a primary
consideration when
upgrading, followed by
security features and
brand image.
Price
Consumers value brands
that offer superior values
and assure product
performance.
Superior Value
Majority seek advice
from friends and
relatives for smartphone
upgrades.
.
Advice
Raipur locals prefer the
Oneplus brand of
smartphones due to
affordability.
Value for Money
Operating system is a
crucial consideration
when choosing a
smartphone.
OS
Conclusion
Consumer Branding and Upgrade Decisions

17. References
An Empirical study of Brand Preference for Mobile Phones(2012) Ms. Deepa Ingavale 1Dr. A. G.
Suryawanshi, Mr. K. V. Marulkar - (PDF) An Empirical Study of Brand Preference for Mobile Phones
(researchgate.net)
Consumers' Perceptions Towards Cell Phone Brand Preference: The Case of Bangladesh
Md Rahat Khan Md. Zahir Uddin Arif Mohammad Ali(2024) - (PDF) Consumers' Perceptions towards Cell
Phone Brand Preference: The Case of Bangladesh (researchgate.net)
Anupama Dave(2014) - (PDF) To Explore Influencing Dimensions of Brand Equity: A Conceptual Framework
(researchgate.net)
Kothari C. R., Research Methodology – Methods and Techniques
Devore,1995 - Degree of freedom, Probability of larger value x2

18. THANK YOU