Aafreen Sheikh Xiaomi Final Project Synopsys

A
Synopsis
on
A study on Consumer Preferences Towards Xiaomi (MI)

Smart Phones
Submitted in partial fulfillment of requirements for
Degree of
Master of Business Administration
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur
Submitted by
Aafreen Sheikh
MBA (Marketing & Finance)
Under the guidance of
Dr. Shailesh Kediya
Department of Business Administration
Datta Meghe Institute of Engineering, Technology & Research,

Sawangi (M), Wardha
2019-2021
1|Page
DATTA MEGHE INSTITUTE OF ENGINEERING, TECHNOLOGY &
RESEARCH
Sawangi (Meghe), Wardha.
Off: 07152-287893, 287894, Principal Office : 07152-287891. Fax 07152-287892
E-mail : Principal [email protected], Web site : www.dmietr.edu.in
Department of Business Management
CERTIFICATE
This is to certify that miss. Aafreen Sheikh of our institute has successfully
prepared this synopsis as per standard guidelines. The title of the synopsis is “A study on
Consumer Preferences Towards Xiaomi (MI) Smart Phones” under the specialization of
Marketing and Finance .
Dr. Shailesh O. Kediya Dr. Prasanna Zade

(HOD-MBA) Principal
DMIETR, Wardha DMIETR, Wardha
Dr. Shailesh O. Kediya

(Project Guide)
Date: __ / __ / ______
Place:
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Index
Sr. no Particular
1 Abstract
2 Introduction
3 Review of Literature
4 Objective of Research
5 Research Methodology
6 Reference
3|Page
I. ABSTRACT
As the world evolved, people were not only able to grow and produce more crops but
they have also found the ability to mass produce. With the ability to mass produce,
people start to trade with traders that come from all over the world. All those exchange
and trading activities are done through physical appearance of two or more people. In the
21st century, most businesses are beginning to be transacted online. Buyers no longer
need to go out from the house and go through all the hassle just to buy certain products.
Xiaomi took advantage of the changes of world of internet and succeeded. As Xiaomi
grew bigger, other phone manufacturers saw the opportunity to be as successful as
Xiaomi. This paper looks into the current phone purchase behavior of the consumers in
the Indian market and how the behavior is able to create opportunity to the other phone
manufacturers to copy Xiaomi's success.
This report explains how Xiaomi analyze & captures Indian market by knowing
consumer behavior. How Xiaomi adopted a competitive strategy in order to dethrone the
smartphone manufacture giant ‘SAMSUNG”. Challenges faced by the Xiaomi while
entering the Indian Market and win the market by their BEST BUSINESS PRACTICE.
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II. INTRODUCTION
Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who believes that high-
quality technology doesn't need to cost a fortune. Create remarkable hardware, software,
and internet services for and with the help of our Mi fans. Xiaomi incorporate MI fans
feedback into their product range, which currently includes the Mi Note Pro, Mi Note,
Mi 6, Redmi 5, Mix, Mi TV, Mi Band and other accessories. With more than 100 million
handsets sold in 2017, and products launched in Taiwan, Hong Kong, Singapore,
Malaysia, Philippines, India, Indonesia and Brazil, Xiaomi is expanding its footprint
across the world to become a global brand. In recent years, Xiaomi had made great
success in China, at the same time, Xiaomi had developing the India market actively,
why the xiaomi company targeting at the India market. and in different country, it faces
different problem inevitably. So, this passage further discus what cause those problems
and how to solve them.
Xiaomi managed to spread its ideology of “Always believe that something wonderful is
about to happen” with their products. When a consumer receives his or her package from
Xiaomi, it always has the “Wow” factor to surprise the consumers when they opened
their package. The “Wow” factors make Xiaomi’s consumers keep purchasing their
products and also spread Xiaomi’s brand in their social circle. Xiaomi’s way of
marketing is different as compared to competitors as they will use their sales volume to
market their products for example, on 3rd of July, 2014, Xiaomi has able to sell 7000
sets of Xiaomi Mi 3 in just 35 seconds (Mi Malaysia, 2014) and Xiaomi posted it on
Facebook. Some consumers are frustrated and also some consumers are happy with the
sales. Consumers who previously did not hear the Xiaomi as a brand before might have
the chance to know the brand as consumers who managed to get one of the 7000 sets or
consumers who did not manage to get one will post in their profile to complain or to
show off. This outstanding way of marketing managed to capture consumers’ attention.
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III. REVIEW OF LITERATURE
Xiaomi is a privately owned Chinese electronics design and manufacturing company.

Founded by Lei Jun in 2010, the company has its headquarters in Beijing and comes
about the fourth on the list of the top Smartphone makers in the world. Its consumer
electronics and computer hardware products are some the fastest moving in China. The
rate at which Xiaomi is growing is alarming to Samsung and Apple as the company has
almost managed to position itself as the top Smartphone spot in China. Hitesh Bhasin,
(January 25, 2019) In this research in literature review, researcher will describe the
theoretical of marketing mix, marketing strategy of Xiaomi mobile phone, marketing mix
of Xiaomi mobile phone, good quality product of Xiaomi mobile and low price, pricing
strategy of Xiaomi mobile, Place or distribution strategy of Xiaomi mobile, promotion
strategy of Xiaomi mobile, making decision of customers, customer satisfaction and
measuring customer satisfaction of Xiaomi mobile phone and related research theory.
Research Gap:
After the research review, I find that there is no available research on online and offline
consumer buying behavior towards Xiaomi smart phone in Wardha city.
IV. OBJECTIVE OF RESEARCH
 To find out the features, that makes Mi brand more attractive to its customers.
 To find out more easy way to make visible the brand in eyes of customers.
 To attract more customer towards the brand.
 To increase awareness in the market.
Scope of the study:

As mention above of the objective of the study, researcher focus on the marketing
strategy such as product, price, place and promotion that impacts on customer
satisfaction of Wardha people who use Xiaomi mobile phone due to the limitation this
study. The target population of this research is the customers in Wardha city who use
Xiaomi mobile phone.
6|Page
V. RESEARCH METHODOLOGY
SAMPLING DESINGS: - A sample design is a definite plan for obtaining a sample

from a given population. It refers to the technique or the procedure the researcher would
adopt in selecting items for the sample. A sample is a part of a target population, which
is carefully selected to represent the population. Actually, sampling frame is nothing but
the correct list of population .
SAMPLING PROCEDURE: -The target group is of different age, different age

group people are considered because to know whether which groups of people are
involved more in the online shopping and which group of people is not confined to shop
online. There are four division of age group in the questionnaire to examine which group
is going for more online shopping and which group is going for more offline shopping
SAMPLING AREA: - Wardha city
SAMPLE SIZE: -The sample size of the study is limited to 100 respondents of wardha
city.
DATA COLLECTION
Primary data: - Primary method includes observation method, interview/questionnaire

method, and case study method.
Secondary method is the method in which already collected data. The present study is
based on combination of both qualitative and quantitative data. The qualitative data is
collected through the sampling from the consumer. Random consumer is selected for the
sampling purpose. The sample individual is selected from different age group, different
sex and from different location of wardha .
DATA COLLECTIONO METHOD: - Questionnaire Method
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VI. REFERENCE
Websites
http://www.xiaomi.com/in/about-us/
http://www.xiaomi.com/in/about-us/press/
https://www.zaubacorp.com/company/
Xiaomi-MOBILES-INDIA-PRIVATE LIMITED/U74140HR2013PTC069892
https://en.wikipedia.org/wiki/Xiaomi_Electronics
https://www.ibef.org/industry/telecommunications.aspx
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A

A study on Consumer Preferences Towards Xiaomi (MI)

Master of Business Administration

Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur

Under the guidance of

Dr. Shailesh Kediya

Department of Business Administration

Datta Meghe Institute of Engineering, Technology & Research,

Department of Business Management

Dr. Shailesh O. Kediya Dr. Prasanna Zade

Dr. Shailesh O. Kediya

Xiaomi is a privately owned Chinese electronics design and manufacturing company.

IV. OBJECTIVE OF RESEARCH

Scope of the study:

SAMPLING DESINGS: - A sample design is a definite plan for obtaining a sample

SAMPLING PROCEDURE: -The target group is of different age, different age

SAMPLING AREA: - Wardha city

Primary data: - Primary method includes observation method, interview/questionnaire

DATA COLLECTIONO METHOD: - Questionnaire Method

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