International Journal of Research Publication and Reviews, Vol 3, no 8, pp1128-1139, August 2022 International Journal of Research Publication and Reviews Journal homepage: www.ijrpr.com ISSN 2582-7421 A Study on the Customer Satisfaction Towards Smartphones: A Special Reference to MI Dr. Sushree Sangita Ray 1 , Dr. Rachita Ota 2 , Astha Mohanty 3 1,2 Asst. Professor, Amity Global Business School, Bhubaneswar 3 Student of MBA (Marketing), Amity Global Business School, Bhubaneswar DOI: https://doi.org/10.55248/gengpi.2022.3.8.39 ABSTRACT Smart phone, being compact in size, provides an all-in-one solution for mobile calls, emails, and internet access. Recently the Smartphone sales have plunged for several brands at an affordable price as Oppo, Mi, and Vivo. India is set to become the third-largest market for smart phones in four years, according to researcher international data Corporation, with phone manufacturers launching more affordable 4G handsets and looking to tap buyers in small cities and towns. This research is designed to provide information about customer perception and factors affecting their buying behavior with respect to Mi smart phones. The research design used is exploratory in nature which will provide an emphasis on numerical data (number). The data for analysis was gathered by using questionnaire method, with the sample for the representative customer with simple random sampling approach. There are several observations that each Smartphone has their own benefit and luxury offered by the companies. The product attributes offered by Mi’s are not as desirable as its competitors (such as Samsung) according to customer perception. The company needs to improve each of their products to gain customer expectations. It is recommended that the company should launch smarter phone with standard quality for lower classes as this will help them to reach more consumer as lower classes population in country are high. KEYWORDS:Xiaomi, Chinese Smartphone Market, Customer Perception, Product attributes, Customer Satisfaction Introduction Customer satisfaction is one of the most important issues concerning business organizations of all types, which is justified by the customer orientation Philosophy and the main principles of continuous improvement of modern enterprises. Customer is an individual or business that purchases the goods or services produced by a business. The client is the end goal of businesses, since it is the customer who pays for supply and creates demand. Businesses often follow the adage that "the customer is always right" because happy customers will continue to buy goods and services. In today’s competitive business environment, customer satisfaction is an increasingly important component of an effective organization. Customer satisfaction is a key component of a successful and prosperous organization. It has been linked to higher profit margins and greater employee satisfaction, customer loyalty, customer retention, and repeat purchases. When measured in financial terms, it is easy to see why customer satisfaction should become the foundation to all other measures of business performance. Satisfied customers will return to buy more, recommend you to others, cost less to sell to, and cost less to service. In short, organizations that actively manage customer satisfaction are actively managing their ongoing profitability. Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses. Building customer relationships is one of the customer retention strategies used to improve customer service and reduce customer churn. The problem is that customer satisfaction is seldom expressed in financial terms. Many organizations simply categorize customer satisfaction measurement as a form of “marketing intelligence” instead of using it as a management tool to build the customer into their quality improvement processes and increase profit. As a result, companies often know the of providing good service, but they rarely know the cost of providing bad service. Many market research companies agree that even “satisfied customers” will defect. Therefore, this study concerns on customer satisfaction to meet customer needs to make customers loyal and retain them for better profit in today’s modern market. The Smartphone industry is developing each year, in deals as well as in telephone size. Before 2007 the just cell phones accessible in the United States were Blackberries and Palm Pilots. At the point when these two brands were the solitary decision of cell phones, more modest screens were liked. Nonetheless, that all changed after June 29, 2007, when the principal iPhone gadget was delivered by Apple. The first iPhone had a 3.5-inch screen and at that point, this was the greatest screen accessible on a cell phone. Before long various cell phones would be delivered with a greater screen. Cell phones may be expanding in size each year because buyers have shown an interest in greater gadgets, new highlights require more space, greater telephone are useful to individuals with helpless vision, and a greater screen consider more customization. One explanation cell phone organization are making greater cell phones is that greater gadget is what the customers’ needs. The interest for bigger telephone has been around since mid -2010. As indicated by Engadget, in 2010 greater Android telephones were on the ascent. "Samsung oversaw to sell 10 million units of the lead cell phone [Samsung Galaxy S3] by the beginning of 2011, demonstrating that 4-inch or bigger telephones could be famous" (Engadget). Later in 2011 Samsung delivered its Galaxy Note "p. A "phablet" is the moniker given to a gadget that is a crossover of a cell phone and a tablet. There were 10 million