CONSUMER PERCEPTION

ON
EMERGING SMARTPHONE BRAND
XIAOMI
 ABOUT XIAOMI
 Xiaomi better known as ‘Mi’

 Xiaomi has its own Operating System named as MIUI.

 Xiaomi is the fourth largest smartphone maker in the world.

 Xiaomi entered the Indian market with an exclusive sales tie-up

with Flipkart for smartphone Mi3.

 Xiaomi has its own e-commerce store named mi.com 

 Xiaomi was awarded a Guinness World Record for opening the

largest number of retail stores in India simultaneously.

CONTD...
Redmi became a sub-brand, seperated from Xiaomi

Xiaomi is planning to have 5000 retail stores

by the end of 2019.

 Xiaomi is also planning to launch its Mi water

purifier in india soon.

 OBJECTIVES

To Study the consumer preference towards

smart phone brand xiaomi.
To undertake the comparitive analysis of low
integrated smartphone brands
 RESEARCH METHODOLOGY
Research design
Exploratory research as it explores the research
questions, leaving room for further researches.
Descriptive analysis was also carried out for in depth
analysis.
Data collection method
Both primary and secondary data will be adapted in this
study in order to collect the most accurate information.
Primary data will be gathered using the questionnaires
survey while online databases and journals articles will be
served as sources of secondary data
 SAMPLING
Sample Area-Chandigarh,Panchkula,Mohali.
 Sampling on basis of phone-Judgement sampling.
 Questions Used- Dichotomous questions, Multi choice questions.

Sampling size :-
 The questionnaire was online and shared through social sites. We received
314 responses out of which We found 310 suitable for our study.

Sampling Techniques :-
 In this research We have chosen Simple Random & Convenient sampling.
Scale:-
 Paired comparison.
 Likert Scale.
 Rank Order.
 PROBLEM STATEMENT

In this research we have studied the perception of the

consumer towards xiaomi & Studied the reason of growth
of xiaomi in such a compititive market. To know how
xiaomi is providing such impressive features in low
budget and as they have not spend a large budget on the
marketing of thier products in initial days so by what
methods they captured the indian smartphone industry.
 RESEARCH GRAPHS
Response of 310 people
GENDER AGE GROUP
5% 1% 24%

47.10% 71%
Female
53%
Male

10-20 Years 20-30 Years

30-50 Years Above 50 Years

OCCUPATION MONTHLY INCOME

11% 25% 22%
27% Upto 20000
58%
20000-35000
4% 35000-50000
21% 33% Above 50000

Self Employed Private Job

Government Job Student
 EVER USED XIAOMI SMARTPHONE
HEARD ABOUT XIAOMI

6% 31%

YES
NO
94% 69%

YES NO

CHANGE YOUR MOBILE PHONE CURRENTLY PHONE USING

7% 4% 3% 18% 27%
33%
19% 1%
7%
37% 21%
9%
14%

Less than 1 year 1-2 years Xiaomi Samsung Apple

2-3 years 3-4 years Oppo Vivo Nokia
More than 5 years Lenovo Motorola
 PRICE FEATURES

350
350
38 33 35 24 15 21
300 76 300 63
250 86 78 86 88 97
113
200 93 250

150 122 96 125 200

109
100 106
100 76 150
105 123
30 42 46
50
100 93
0 70
53 47
Xiaomi Oppo Lenovo Vivo 50 35
15 31 22
10
0
Xiaomi Oppo Lenovo Vivo
Poor Below Average
Average Good Poor Below Average Average
Excellent Good Excellent

QUALITY AFTER SALE SERVICE

350
350
23 9 19 21 10 8 8
300 50 300
81 63 83
250 105 88 105 250 96
119 200 128
200
109 123 147 136
150 111 116 150

100 98 70 100 76
53 51 49 49 57
50 32
11 18 34 19
50
21 23 35 26
0 0
Xiaomi Oppo Lenovo Vivo Xiaomi Oppo Lenovo Vivo

Poor Below Average Average Poor Below Average Average

Good Excellent Good Excellent
 AGRE E / DIS AGRE E VARIAB L ES
160 135 141 143 147
120
63 84 88 72 70 82
80 55 56
40 1610 16 8 14 9 14 9
0

Strongly Agree Agree Neither Agree or Disagree

Disagree Strongly Disagree

160 139 133 135

116
120 96 91 87 81
59 48 66
80
45 38
40 1513 1114 19 1511
0

Strongly Agree Agree Neither Agree or Disagree

Disagree Strongly Disagree
 135 160 134
160 133
120 86 82 62 65 87
39 52 50
20 28 28 13
80
40 11 10 18 19
0
My friend family I will only buy smart I buy xiaomi phone I am willing to buy
member thinks that phone during price because they are xiaomi phone even
we should all use offer period. worth of their price though the price is
xiaomi phones. and usage quality. higher.

Strongly Agree Agree

Neither Agree or Disagree Disagree
Strongly Disagree
160 138 135 140 131
120 90 84 70 76 89
80
37 41 53
40 19 24 21 27 9 13 13 22
0
I think that using The cheapness of some I will ask the opinion I like to buy xiaomi
smart phone is smart phone brand from my friends when phone which makes
expensive overall. suggests me that they buying a smart phone. good impressions on
are low quality. my friends.

Strongly Agree Agree

Neither Agree or Disagree Disagree
Strongly Disagree
 PRICING OF XIAOMI

12% 8%

80%

Expensive Reasonable Cheaper

EVER BUY A XIAOMI

23% 1%

77%

Yes No May be
 RESEARCH FINDINGS

Xiaomi has marked its existence in this tough competitive market.

Xiaomi’s most liked aspect is its price flexibility.
Main motive of xiaomi is to earn through its own playstore and web
browser.
Xiaomi’s margin to earn money from the sale of smartphone is very less
that’s the reason they provide better products than their competitors in
very reasonable price.
Xiaomi’s technique of selling products through flash sale has worked in its
favour as most of respodents came to know about the product due to hype
about flash sale.
Most of the consumers are satisfied from xiaomi’s product.
Consumers find xiaomi’s phone reasonable.
 LIMITATIONS
Some of the respondents were not willing
to fill the questionnaire.
Some of them were in hurry hence the
active participation was lacking. Due to
which I faced difficulties in collecting
information’s regarding our questionnaire.
Another problem which we faced was that
people were hesitating to give information
about their views freely.
 CONCLUSION
Xiaomi has marked its presence in this smartphone
industry. It is emerging smartphone brand. Price flexibility
is the most liked feature of the brand. They are providing
better specifications as compare to their competitiors at
much less price. As their margin of profit is very less so
they are able to manufacture their products at such low
cost plus they manufacture only limit smartphone units
which doesn’t lead to overproduction.
On one hand their way of selling their smartphone
through Flash sales is making the brand popular but on
the other hand it is increasing black marketing as it is not
easily available.Plus Samsung is giving xiaomi a cut
throat competition,So if some of its limitations are taken
care it can easily become No. 1 smartphone brand.