Index

Sr. No. Topic Page Number

 Executive summary
1. 1.1 Smartphone industry in india
1.2 Introduction to Consumer Behavior
1.3 What consumer wants
1.4 Attitude of Indian consumer towards
smartphone
1.5 Consumer buying behavior of smartphone

2. Research Methodology
 Objectives
 Problem definition
 Research approach
 Data collection
 Sampling method
 Sample size
 Limitations
3. Literature review
4. 4.1 Introduction to xiaomi
4.2 Xiaomi in india
4.3 Xiaomi positing in india
4.4 Most popular smartphone in india 2019
4.5 Marketing mix
4.6 SWOT
4.7 Marketing strategy of xiaomi
4.8 Samsung vs Xiaomi

5. Data analysis and interpretation

 Survey results
6. Findings, Suggestion and Conclusion.

 APPENDIX

 BIBLIOGRAPHY
 Chapter 1
Smartphone industry in India
The India smartphone market starts the year 2018 with its strongest ever first quarter shipments,
says IDC

 Top 5 smartphone vendor highlights

Xiaomi continued to lead the smartphone market in the 2018Q1 by doubling its volume year on
year. Also, its continuous efforts to expand offline footprint has helped get visibility for the
brand, thus ensuring availability in more places. In line with the duty hike on populated PCBs,
Xiaomi announced its big move towards local manufacturing by setting up its first SMT (Surface
Mount Technology) facility in Tamil Nadu in April 2018.

Samsung remained at the 2nd spot in smartphone ranking with flat annual growth in 2018Q1.
Samsung's two pronged approach with the focus on low-to-mid range J series and the latest
flagships Galaxy S9 series along with Galaxy S8 series and Note 8 in the premium segment
drove shipments for the vendor.
OPPO climbed to 3rd position from 5th in the last quarter. While it launched F7 in later half of
2018Q1, bulk of its shipments came from mid-ranged A series with upgraded variants in 2018.
The channel realignment to focus on channel partners primarily with high sales contribution
continued to build deeper relationships in those channels. In a bid to capture online space, OPPO
did its first flash sale exclusive on Flipkart ahead of F7 launch. The smartphone maker is also
expected to launch its new online exclusive series under the brand ‘Realme’.

vivo slipped to 4th position as its shipments declined by 29.4 percent year-over-year in 2018Q1.
However, the brand grew by 2.1 percent as compared to previous quarter. The Y series of vivo
continued to generate close to 70 percent demand.

Transsion made its debut in the Top 5 with more than threefold annual growth in shipments in
2018Q1. The China based group has four brands under its umbrella – namely itel, Tecno, Infinix
and Spice. With its primary focus on offline channels, itel and Tecno branded phones are doing
well in the highly price sensitive India market.

IDC India Forecast

“The government push for high-end electronics local manufacturing and accompanying duty
hike puts most of the mobile phone vendors under further margin pressure. However, a vendor
looking to establish itself for long term will have to show commitment by setting up the SMT
units here. Key vendors remain committed to the market and are taking steps to manage the hike.
IDC expects the smartphone market to continue its double-digit growth in 2018 with the
popularity and focus on budget phones, efforts by ecosystem to make devices more affordable
with finance schemes, aggressive offline expansion by key players and push by the online
platforms driving this growth.” says Singh.

 About IDC Trackers

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and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and
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 1.2 INTRODUCTION TO CONSUMER BEHAVIOUR

Consumer behaviour is the study of when, why, how, and where people do or