Cellphone Final Report

TABLE OF CONTENTS
1) LETTER OF TRANSMITTAL
2) ACKNOWLEDGEMENT
3) DISCLAIMER
4) TABLE OF CONTENTS
5) EXECUTIVE SUMMARY
6) INRODUCTION
7) RESEARCH PROCESS
8) RESEARCH OBJECTIVE
9) METHOD OF DATA ANALYSIS
10) SAMPLE QUESTIONNAIRE
11) SURVEY RESULTS
12) FINDINGS & CONCLUSIONS
13) RECOMMENDATIONS
14) ANNEXURES
EXECUTIVE SUMMARY
Mobile phones in India
Mobile Phones have a huge market in the world and especially in India. With the inset of
Multi- Nationals the want for a better lifestyle has turned into a need and more precisely
the Mobile has become a necessity rather than a luxury commodity. Wireless and Cellular
Phones are soon picking up the market in India as the demands of the consumers are
growing.
The Mobile Phone Market comprises of corporate giants playing in a cutting edge
competitive environment. The sharks in the system namely Motorola, Nokia, Samsung,
Sony Ericsson, LG, Vodafone etc. introduce latest Mobile Phone Models at regular
intervals in order to keep the smaller fishes aware of their superiority in the business. The
range of accessories available for each Handset caters to the demands of all kinds of
users.
With the rising living standards, many Mobile Phone Stores have come up in India that
offer the entire range available along with special Offers and Free Gifts. The Mobile
phone sales have touched a new high ever since the introduction of technologies like
Camera, Games, polyphonic Ringtones, extendable memories in the form of Memory
Cards, Video Recording, Bluetooth, Wi-Fi, GPRS etc.
Carrying a camera or a camcorder is no longer a liability as you can capture any image in
your Mobile phone and then transfer it to a computer with the help of a USB connector,
or a card reader of the Mobile Phone Memory Card or use the Bluetooth, Wi-Fi, GPRS
operations for data transfer. Mobile Phones Games have captured the interests of
youngsters and adults alike. Many people are actually addicted to them. The large and
bulky gaming devices have reduced to either handheld video games that are certainly
passé or the playstations that are way too expensive. The Mobile Phones offering various
Gaming Softwares duly fill up the void. Introduction of polyphonic ringtones have been
in literal sense music to the ears of the users. Music Players supporting the entire popular
downloadable music format available and FM radio have reduced the role of music
systems in the lives of amateur music lovers. In-built and Extendable Memory has
enabled storage of more data, be it notes, music, videos etc. Mobile- to-Mobile and
Mobile-to-Computer transfer of data is possible via Bluetooth, Infrared, Wi-Fi, GPRS,
USB Connector. WAP provides interactive data services such as e-mails, music
downloads, news etc.
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With all these available techniques, the Indian Mobile Users have a vast choice served to
them. The consumption of Mobile Phones in India is touching new heights with the boom
in the IT industry. The center places of the IT revolution in India, Bangalore, Chennai,
Delhi, Hyderabad and Mumbai boast of numerous Mobile Phone Connections.
Consequential to the arrival of newer and higher varieties in the market, Comparison
among handsets as well as Companies is inevitable. As a promotional tool, the leaders in
the field like Motorola, Nokia, Samsung, Sony Ericsson, LG make regular market
surveys to keep the Mobile Phone Prices in India affordable to the mass consumers
(mainly the middle class) and luring to the luxury consumers (mainly the elite).
India posted the world’s largest sales of mobile phones to end users in the third
quarter, helping the Asian market expand 26%.
Sales of mobile phones using both CDMA and GSM technologies reached 24.5 million
units during the three months ended 30 September 2007 accounting for 8.5% of sales
worldwide.
The number of Indian mobile phone subscribers passed the 200 million mark in August
after another eight million customers were added that month, according to figures from
the Telecom Regulatory Authority of India.
India’s mobile revolution is mainly confined to the cities, but the real prize for phone
companies is the vast rural market, where nearly 70% of India’s 1.1 billion populations
live.
The government is aiming for more than half a billion mobile phone subscribers by 2010.
By the end of 2008, three-quarters of India’s population will be covered by a mobile
network. Many of these new areas are poor, rural districts with scarce health and
education facilities and high illiteracy rates.
Indian sales of mobile phones made up about 8.5% of the worldwide figure of 289
million units, a 15% increase from a year earlier.
The top five vendors — Nokia, Samsung, Motorola, Sony Ericsson and LG — increased
their market shares and made up 81.6% of the global sales.
“Mobile phone sales were mainly driven by strong performance in Asia-Pacific and
Eastern Europe, the Middle East and Africa.”
Mobile Phones In Delhi
Mobile Phones In Delhi have a consumer market of not only the adults but the Kids as
well. All the leading Mobile Brands have Delhi as a special target market for the Latest
Mobile Phones, Accessories and Softwares. A steep rise in the Sale Of Mobile Phone
Handsets, Connections, Retail Stores and Service and Repair Centers has been noticed in
the past two years. In every corner of Delhi, large and small Retailers and Wholesalers
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can be found presenting the Latest Mobile Models. Manufacturers like Nokia and
Motorola have their own Mobile Stores and specialized Service Centers. An increase in
the number of utilities like Games, Videos, graphics, pictures, music files like MP3 etc.
have made Mobile Phones all the more desirable. The connectivity options like USB
Connectors, Wi-Fi, Bluetooth, Infrared, GPRS etc. are an added bonus for the Mobile
Users In Delhi. A noticeably increasing trend In Delhi is that of Mobile Resellers. The
capital is also the Mobile Phone Resale capital In India. There are entire market places
dedicated to the Resale, Repair and Service of Mobile Handsets.
Delhi is a very competitive market in Mobile Phones but there is also a noticeable
working compatibility that the Shop owners show. This can be seen in cooperation the
market extends if any particular Mobile Phone Brand or Handset is unavailable at that
Store, they do their best to get the desired Brand or handset without compromising on the
promised Price. Mobile Phone Accessories like Latest Mobile Games, Videos, music,
Themes, Handsfree, covers and cases are available at every nook and corner In Delhi.
Branded as well as the Cheap duplicates are available at the local Mobile Shops. The top
Mobile Companies like Nokia, Motorola, LG, Samsung, Sony Ericsson etc have set up
their own franchisees for Direct Sales. Even companies like Reliance, Spice Mobiles,
Essar, Tata and Sahara have come up with their own Retail Stores. Some of the common
ones that are noticeable landmarks are:
o Subhiksha
o HotSpots
o Mobile Magic
o ConvergeM (in the Big Bazaar outlets)
o MobileNXT
o Tata Indicom
Online Mobile Stores also offer attractive Deals on Mobile Phones. Any detailed
information regarding the Latest Models, Updated Price Lists, Reviews, Comparisons,
Downloads, and even Ratings can be viewed online. Some websites providing useful
information on Mobile Phones are:
o indiahousing.com,
o ebay.in,
o futurebazaar.com
o rediffshopping.com etc
Mobile phone segmentation
Mobile phones can be segmented into three categories “expression”, “entertainment” and
“enterprise” according to the primary purpose of use.
Expression phones
These are phones offered at affordable prices and are primarily intended for voice and
text message communication.
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It is important to note that such phones are not necessarily positioned as cheap phones.
For example, the Motofone which is to be introduced towards the end of 2006 is an
expression phone that comes in a sleek innovative design format and employs several
new technologies for the first time – for example ePaper as its display and a highly
integrated silicon solution as its hardware platform.
This segment will be influenced by top-down innovation as was first witnessed in Nokia
phones and now with the Motofone. In top-down innovation, the feature set is carefully
chosen along with the cost point. Design alternatives and technology choices are then
carefully evaluated with respect to this overall goal.
Entertainment phones
These phones are characterized by their ability to support media formats and input/output
required for delivering entertainment content to users. The features that are popular today
are FM radio, Java based games, image (Camera, Picture gallery), music (MIDI ring
tones, MP3, AAC) and to an extent video (MP4). To support these, the processing
capabilities of the phone has been enhanced through the introduction of multimedia
coprocessors and the storage capabilities have been increased through bigger Flash
memory chips or through mini-SD cards or memory sticks.
The mobile phone is absorbing several other consumer device categories. The phone is
already the most popular device for personal information management (phone books,
calendars, etc). Mobile camera phones have overtaken digital cameras in terms of unit
sales, and very sophisticated multi mega pixel cameras are available today in phones. The
music player is another device that is being quickly absorbed by the mobile phone. Video
players could come next. Radio could be re-discovered through mobile phones. Mobile
TV could change the way people view and interact with TV content. The mobile phone is
not yet the most popular platform for playing games, but this can change quickly with the
introduction of better graphics capabilities. A key vector that is driving the shift from
other devices to mobile phones is personalization.
Enterprise phones
These phones are directed towards the mobile enterprise work force. Connectivity to PCs
or laptops is a key requirement for these phones – a proliferation in different types of
connectivity mechanisms can be seen – Data cable, Infrared, USB, Bluetooth and WiFi.
Access to the corporate email facility is becoming increasingly important to maintain a
high level of productivity of the mobile work force. This places huge demands on the
processing and storage capabilities of the mobile phone. This has led to the proliferation
of new application processors (like the TI OMAP), and new OSes like Symbian, which
compete with stripped down versions of the Linux and Microsoft OSes. Internet access is
available through browsers designed specifically for the mobile phone such as those from
Openwave, Access, Teleca and Jataayu.
As we go forward, the availability of all the standard office applications like Word, Excel
and Powerpoint, access to the enterprise IS systems which could be SAP or PeopleSoft
based, and to the CRM, SCM and other software tools will become important. Since the
input/output capabilities of the mobile device are restricted
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INTRODUCTION
ABOUT CELLPHONES : FROM PAST TILL PRESENT
Mobile phone is a small, portable communication device that enables people to make
phone calls whenever where they are. It receives and gives out signals via the service
providers through transmitting towers and even via satellite. The convenience of mobile
phone is allowing people to communicate with one another without the limitation of
regions and time. Today, mobile phones have become an important part of
communicating with your friends and relatives. Mobile Phones have become a must, not
just for business men and working people but also for young college going youths. We all
know about the importance of this handheld handset
Mobile phone is a device providing two-way communication. Signal transmission is the

very basic concept for mobile phone. It uses the radio wave theories which are similar to
the ordinary radios. The frequencies of mobile phones of course are stronger and higher
than ordinary radios to enable clearer conversation among users. The transmission of the
mobile phones allow these radio wave (signals) to interact (to receive and send) from the
device to the transmission centers (towers), then to another user (no matter land line or
another mobile phone). The signals of mobile phone are split into small cells (This is also
why mobile phones are also known as Cell Phones earlier) geographically. These cells
allow radio transmission enabling authorized signals to receive and send out among the
mobile phones.
HISTORY OF MOBILE PHONES
The history of cell phones goes back in the year 1843, a man by the name Michael
Faraday studied to see if space could conduct electricity. This man in the process
developed the cell phone, in the year 1865. The first person to come up with the idea of
transmitting and receiving messages was Doctor Mahlon Loomis. He was the first person
to communicate through the wireless atmosphere.
The beginning history of cell phones is based upon radio technology that was developed
from the 1940's onward. For instance the beginning of cell phones can be traced to the
innovation in taxi cabs, police cars and other service vehicles where two way radios were
used to communicate with one another or with a central base. Early cell phone
communication technology could be even traced back to individuals with special radios
that can patch into a phone line via live operator to make a phone call.
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The first official mobile phone was used in Sweden by the Swedish police in 1946. The
technology was connected to the telephone network and was distinctive of two way radio
technology. The phone was not very practical; it was only able to make 6 phone calls
before the car's battery was drained. In 1946, America AT&T and Southwestern Bell
brought out the first commercial mobile telephone service in 1946. This service is used
on communication devices which are permanently installed on vehicles. It uses a weaker
signal (compared to what mobile phones receive now), but a similar theory of receiving
and giving out signals. Though, the bandwidth is very low.
The technology of modern cell phones started with the creation of hexagonal cells for
mobile phones by D.H. Ring from Bell Labs in 1947, later on another engineer from Bell
Labs conceived of cell towers that would transmit and receive signals in three directions
instead of normal bi directional antennas. However, although some technologies have
been developed, electronics and other technologies would take decades to mature and to
be developed. For instance, the electronics that were used in the first cell phones were
first developed in the 1960's
By 1967, mobile phone technology was available; however, the user had to stay within
one cell area. Cell areas which were serviced by a base station were unable to hand off
cellular phone calls from one base station to another. While you could make a phone,
call, you weren't able to continue the call after you reached a set range. In 1970, Amos
Edward Joel, who also was an engineer at Bell Labs, developed the call handoff system.
This technology facilitated continuity of a phone call from one area to another without
dropping the phone call.
The first cell phone project was for Motorola in 1973 by Martin Copper. He was the one
responsible to let the people of New York see it. The first cell phone was made in
Chicago in 1977. Initially people were given the cell phone on a free trial to understand
and study the product. Slowly and steadily many big companies joined hands and cell
phone were found in over 54 places all over the world.
The modern mobile phones are developed, researched and experimented in the 1970s.
AT&T Bell Lab and Motorola from United States are the pioneers in that time. Mobile
phone was patented individually by Motorola in 1975. Though, the first commercial
mobile phone system (also known as network system or system operator) was launched
in Japan in 1979. The second mobile phone system was established in 1981 later in
United States. In the late 1980s, along with the commercialized mobile phone system, the
mobile phone industry started to develop rapidly and attracting more users to use mobile
phones.
In 1990s, along with the popularity on a new network system GSM (Global System for
Mobile Communication), more and more people started to subscribe for mobile phones.
In 2003, there are about 1.52 billion mobile phone users around the world, making it a
big and important industry in the technology field
EVOLUTION OF MOBILE PHONES- TECHNOLOGY
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From the development since the first modern mobile phone launch, the industries has
developed rapidly and changed a lot in the short 20 years. Here are the different stages of
the mobile phone:
Stages of Evolution
 First Generation (1G)
The first generation mobile phone refers to the mobile phones that were developed in the
1980s.
In 1983, Motorola unveiled to the world, the first truly portable cellular phone. It was
called the Motorola DynaTAC 8000X. Motorola developed the technology for cellular
phones for decades and this particular phone took 15 years to come to market at an
expense of over 100 million dollars in research costs. The DynaTAC800X was extremely
lightweight for its time and only weighed about 28 ounces. It was 13 inches x 1.75 inches
x 3.5 inches and was known as the Brick for its shape. It was largely developed with the
help of Dr. Martin Cooper of Motorola.
While most cell phones weren't made to be carried in your hand, all phones were made
for permanent installation in the car. For a while the term "car phone" was extremely
popular. Besides car phones, there were a few models that came in tote bag type
configurations that can easily hook up to a car's battery, via the DC outlet to make calls.
There were also a few models that came as briefcases, to hold large batteries necessary to
make phone calls.
 Second Generation (2G)
The 2G was introduced to the market basically in the early 1990s. GSM and CDMA
(Code Divisional Multiple Access) are the different protocols that brought the mobile
phone into the second generation stage. The protocols of the 2G mobile phone are
digitalized transmitted. SMS (Short Message Service) is also the services added for the
2G services.
Phones based on 2G technology were much smaller than the brick telephones of the mid
to late 80's. Most 2G cellular phones were usually in the range of 100 to 200 grams, plus
they were hand held devices that were truly portable without the need for a large battery.
Advances in battery technology, as well as computer chip technology also helped to make
2G cell phones much smaller than their predecessors. With these innovations, cell phone
usage soared.
 Second And a Half Generation (2.5G)

Still under the same network protocol, but provided services such as WAP (Wireless
Application Protocol) and GPRS (General Packet Radio Service) enabling mobile phones
to access on certain websites. Colored screen with camera featured mobile phones were
also introduced in this stage (not all phones are featured with these new functions).
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 Third Generation (3G)
Third Generation cellular phones is the technology that is currently available today and it
is commonly referred to as 3G. While 3G came only a few years after 2G, mainly due to
many innovations in technology and services, standards for 3G are usually different
depending on the network.
3G mobile phones usually include innovations to receive much more than phone calls, A
whole new network protocol launched in the twenty-first century. The 3G protocol
enables high speed connection (speed similar to broadband connection) to access through
internet and also video calls. Currently technologies are continuing to improve and new
innovations such as streaming radio and TV, as well as Wifi are currently breaking into
the market.
MOBILE PHONES- TECHNOLOGY REVOLUTION
From Motorola's first phone, which weighed in at 2 pounds, to Apple's upcoming iPhone,
here's a look at how cell phones have evolved over the years.
Heftier: Nokia Mobira Senator (1982)
It may look more like a boombox than a portable phone, but this boxy, bulky device was
actually Nokia's first mobile (if you can call it that) phone. Introduced in 1982, the Nokia
Mobira Senator was designed for use in cars. After all, you wouldn't want to use this
phone while walking: It weighed about 21 pounds.
Hefty: Motorola DynaTAC 8000X

(1982)
In 1973, Motorola showed off a prototype
of the world's first portable cellular
telephone. That phone, which measured more than a foot long, weighed almost 2 pounds,
and cost $3995, ultimately became commercial available in 1983. Known as the Motorola
DynaTAC 8000X, its battery could provide 1 hour of talk time, and its memory could
store 30 phone numbers. It may not have
been pretty, but it did let you talk while on
the go--if you could lift it, that is.
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Pre-iPhone: BellSouth/IBM Simon Personal Communicator (1993)
A cell phone with added PDA (Personal Digital Assistant) functions isn't news today.
But in 1993, it was a novel idea. The Simon Personal Communicator, jointly marketed by
IBM and BellSouth, was the first mobile phone to add PDA features. It was a phone,
pager, calculator, address book, fax machine, and e-mail device in one package, albeit a
20-ounce package that cost $900.
Ahead of Its Time: Motorola StarTAC

(1996)
Before the Motorola StarTAC was introduced
in 1996, cell phones were more about function
than fashion. But this tiny, lightweight phone
ushered in the concept that style was just as
important, ultimately paving the way for today's sleek-looking phones like the Motorola
Razr. This 3.1-ounce clamshell-style phone, which could easily be clipped to a belt, was
the smallest and lightest of its time. In fact, it was smaller and lighter than many of
today's teeny-tiny cell phones.
DotComs Ran on These: Nokia 6160 (1998)

or Nokia 8260 (2000)
In the late 1990s, Nokia's candybar-style cell
phones were all the rage. Sporting a
monochrome display, an external antenna, and a
boxy, 5.2-inch tall frame, the Nokia 6160 was
the company's best-selling handset of the 1990s. The somewhat sleeker Nokia 8260,
introduced in 2000, added a colorful case and lost some of the 6160's bulk: it stood only
about 4 inches tall and weighed 3.4 ounces, compared with almost 6 ounces for the 6160.
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Early Smart Phone: Kyocera QCP6035
(2000)
If you're one of the many fans of the Palm
OS-based Treo phone, you might want to
thank Kyocera. The company's QCP6035
smart phone, which hit the retail market in
early 2001 and cost between $400 and $500 (depending on the carrier), was the first
Palm-based phone to be widely available to users. It included a measly 8MB of memory,
and sported a bland monochrome display, but it paved the way for future products.
PDA to Phone: Handspring Treo 180 (2001)

Back when Palm and Handspring were still
rivals, Handspring made waves with the Treo
180. More PDA than phone, the Treo 180 came
in two versions: one with a QWERTY
keyboard for typing (pictured), and another (the
Treo 180g) that used Graffiti text input instead. Like the Kyocera QCP6035, it featured a
monochrome screen, but boasted 16MB of memory.
Swivel It: Danger Hiptop (2002)

Before the T-Mobile Sidekick became Hollywood's "it" phone, it was known as the
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Danger Hiptop. PC World liked it so much that we named it our product of the year in
2003. While its voice capabilities were only mediocre, this was one of the first devices to
offer truly functional mobile Web browsing, e-mail access, and instant messaging. Plus, it
pioneered that nifty swiveling design.
CrackBerry Phone: BlackBerry 5810 (2002)

Before the BlackBerry 5810 came along in early 2002, Research In Motion's devices
were best known for their data capabilities: Push e-mail technology, Organizer features,
and thumb keyboards. The 5810--the first BlackBerry to offer voice capabilities--changed
that perception. This device added a GSM cell phone to the package, albeit one that
required the use of a headset (it lacked both a speaker and a microphone).
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NOKIA
Nokia started its India operations in 1995, and presently operates out of offices in New
Delhi, Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad. The Indian operations
comprises of the company’s handsets and network infrastructure businesses, R&D
facilities in Bangalore, Hyderabad and Mumbai and manufacturing plant in Chennai. The
handset business is supported by a team of professionals across 3 business groups namely
Mobile Phones, Multimedia and Enterprise solutions.
The company has grown manifold over the years with its manpower strength increasing
from 450 people in the year 2004 to close to 6000 people currently.
The company has also launched seven Nokia ‘Concept stores’ in Bangalore, Delhi,
Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to provide customers a complete
experiential mobile experience.
As of January 2004, Nokia streamlined its global organizational structure to strengthen

its focus on convergence, new mobility markets and growth. To address emerging new
business areas in the Mobility era while continuing to grow its leadership in mobile
voice communications, Nokia has four business groups to best meet the unique
dynamics of each business.
Mobile Phones offers a global range of highly competitive mobile phones for large
consumer segments, and develops mobile phones for all major standards and customer
segments in over 130 countries. It is responsible for Nokia's core mobile phones
business, based mainly on WCDMA, GSM, CDMA and TDMA technologies. Mobile
Phones focuses on bringing feature-rich, segmented mobile phones to the global
market.
Multimedia brings mobile multimedia to consumers in the form of advanced mobile

devices and applications. Its products have features and functionality such as imaging,
games, music, media and a range of other attractive content, as well as innovative
mobile enhancements and solutions.
Networks continues to offer leading-edge network infrastructure, technology and

related services, based on major wireless standards to mobile operators and service
providers. Focusing on the GSM family of technologies, the group aims at leadership in
GSM, EDGE and WCDMA radio networks. Our networks have been installed in all
major global markets that have adopted these standards. Networks is also a leading
provider of broadband access and TETRA networks for professional users in the public
safety and security sector.
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Enterprise Solutions provides a range of terminals and seamless mobile connectivity
solutions based on end-to-end mobility architecture, dedicated to helping businesses
and institutions worldwide improve their performance through extended mobility. Its
end-to-end solution offerings range from business optimized mobile devices on the
front end, to a robust portfolio of mobile business optimized gateways in the back end
including: wireless email and internet, application mobility, message protection, virtual
private networks, firewalls, and intrusion protection.
Some firsts for Nokia in India:

1995 – First mobile phone call made in India on a Nokia phone on a Nokia network
1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110
2000 - First phone with Hindi menu (Nokia 3210)
2002 - First Camera phone (Nokia 7650)
2003 - First Made for India phone, Nokia 1100
2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones
2004 - First Wi-fi Phone- Nokia Communicator (N9500)
2005 – Local UI in additional local language
2006 – Nokia manufacturing plant in Chennai
2007 – First vernacular news portal
MOTOROLA
Motorola India is headquartered at Gurgaon, Haryana, with offices at Delhi, Mumbai and
Bangalore. It has research and development centers at Bangalore and Hyderabad.
Motorola's operations in India are divided into three businesses: Enterprise Mobility
Solutions, Home & Network Mobility and Mobile Devices. The Company’s focus areas
include, Mobile handsets, Wireless Infrastructure, Managed and Hosted Services,
Broadband Equipment (wired as well as wireless), Trunking & Two Way Radios,
Software Development, Applied Research and Development on Seamless
Mobility/Convergence technologies.
Enterprise Mobility Solutions : This group includes the mission-critical
communications offered by our government and public safety sectors and our enterprise
mobility business. We design, manufacture, sell, install and service analog and digital
two-way radio as well as voice and data communications products and systems. We
deliver mobile computing, advanced data capture, wireless infrastructure and RFID
solutions not only to clients in the public sector, but also to retail, manufacturing,
wholesale distribution, healthcare, travel and transportation customers worldwide.
Through innovative technology, we help people integrate, optimize and manage their
networks to seamlessly stay connected as they move about their daily lives.
Home & Networks Mobility : Operators today are being asked by their subscribers to
deliver bandwidth-intensive, experience-based services — regardless of the network
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architecture. Motorola is uniquely positioned to capitalize on this trend, providing
integrated, end-to-end systems that seamlessly and reliably enable uninterrupted access to
digital entertainment, information and communications services over a variety of wired
and wireless solutions. Motorola designs, manufactures, sells and services digital video
system solutions and interactive set-top boxes; voice and data modems for digital
subscriber line and cable networks; and, broadband access systems (including cellular
infrastructure systems) for cable and satellite television operators, wireline carriers and
wireless service providers. With these solutions, Motorola empowers consumers by
connecting their homes — easily keeping contacts, content and services within reach.
Mobile Devices: As a pioneer in wireless communications, Motorola has transformed the
cell phone into an icon of personal technology — an integral part of daily
communications, data management and mobile entertainment. Motorola not only designs,
manufactures, sells and services wireless handsets, but also licenses its vast portfolio of
intellectual property. Our collection spans all cellular and wireless systems and includes
integrated software applications as well as a large complement of Bluetooth®-enabled
accessories. We offer customers innovative product designs that deliver "must have"
experiences, such as mobile music and video — enabling seamless connectivity at work
or at play.
RELIANCE
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man
would have access to affordable means of information and communication. Dhirubhai,
who single-handedly built India’s largest private sector company virtually from scratch,
had stated as early as 1999: “Make the tools of information and communication available
to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of
mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance
Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone.
This backbone was commissioned on 28 December 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and

wireline) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire infocomm (information and
communication) value chain, including infrastructure and services — for enterprises as
well as individuals, applications, and consulting.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002,

coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was
among the initial initiatives of Reliance Communications. It marked the auspicious
beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, we
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can proudly claim that we were instrumental in harnessing the true power of information
and communication, by bestowing it in the hands of the common man at affordable rates.
SONY ERICSSON
Sony Ericsson currently concentrates on the categories of: music, camera, business (web
and email), design, all-rounder, and budget focused phones.
• The Walkman-branded W series music phones, launched in 2005.

The Sony Ericsson W-series music phones are notable for being the first music-
centric series mobile phones, prompting a whole new market for portable music
that was developing at the time.
• The Cyber-Shot-branded line of phones, launched in 2006.
This range of phones are focused on the quality of the camera included with the
phone. Cyber-shot phones always include a flash, some with a xenon flash, and
also include auto-focus cameras. Sony Ericsson kicked off its global marketing
campaign for Cyber-shot phone with the launch of ‘Never Miss a Shot’.
• The UIQ smartphone range of mobiles, introduced with the P series in 2003 with
the introduction of P800.They are notable for their touchscreens, QWERTY
keypads (on most models), and use of the UIQ interface Platform from Symbian
OS. This has since expanded into the M series and G series phones.
The Xperia range of mobile phones, heralded by the Sony Ericsson XPERIA X1 on
February 2008 at the Mobile World Congress (formerly 3GSM) held in Barcelona Spain.
• Operating System into Sony Ericsson powerhouse smartphones. XPERIA was the
first trademark promoted by the Sony Ericsson as it's own and is designated to
provide technological convergence among it's target user base
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RESEARCH PROCESS
Here we aim to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also dealt
with and lead to a logical deduction towards the analysis and results.
GENERAL MARKETING RESEARCH PROCESS
Beginning with the research
• Formulate marketing research problem

• Determine research design (Exploratory / Causal)
• Determine data collection method (Secondary / Primary)
• Sampling frame
• Sample selection process (Probability sample / Nonprobability sample)
• Sample size
• Design data collection forms
• Design sample questionnaire and collect data
• Editing (Check the completeness and consistence of data as well as
completeness of instructions)
• Coding (for computing)
• Tabulating
• Analyze and interpret the data
• Prepare the research report
RESEARCH OBJECTIVE
• To understand consumer buying behavior and their taste & preference vis-à-
vis the top brands in the cellphone industry in India.
• To understand the consumer preferences regarding the usage of cellphones.
• To understand the customer satisfaction level and brand loyalty.
17
Research Objective Appropriate Design
To gain background information, to define terms, Exploratory

to clarify problems and hypotheses, to establish
research priorities
To describe and measure marketing phenomena Descriptive

at a point in time
To determine causality, to make “if-then” statements Causal
Research Methodology
Problem Definition
1. The current perception and attitude towards cell phones is changing. Most people
perceive cell phones not only as communication mode but their buying is
influenced by various other factors. Thus innovation is the essence of cell
phone industry and in order to survive in a highly competitive market ,its
necessary to understand these attributes .
2. The second problem, which we came across while doing our exploratory research,
is that the companies face the problem of customer retention since the market
is flooded with new and attractive mobile phones thus, it is required on the part of
the companies to update themselves regarding changing needs of the customer.
Need And Scope Of The Study
The dynamic nature of every industry keeps the pulses of the companies operating in
each sector racing. With its rapid growth in India, it has become essential to pay much
attention to it.
The behavior of the Indian consumers towards the cell phones has been changing. It is
essential to study this behavior further in order for it to improve. Knowing the
consumers’ perception is crucial as it facilitates consumers’ behavior prediction.
18
Objective Of The Study
1. To assess the buyer want and behavior as well the actual and potential market
size .Thus studying different parameters to understand the various preferences of
the consumer.
2. To compare market leaders on different grounds
3. To identify brand loyalty and brand preference of the consumer
TARGET POPULATIONS AND SAMPLE SIZE
We all are aware that cellphone industry is one of the most booming industries in our
country. Almost every individual we come across owns a cellphone, be it a rickshaw wala
or a company CEO. The only difference being the usage and the brand preference.
The kind of cellphone owned by a person has a direct relationship with the income level.
Hence, the questionnaire includes an income level based question.
The target population shall obviously be the users of cellphone and within the Delhi and
NCR region. The sample size is restricted to the age group of 18-40 years and above.
The questionnaire has been designed keeping in mind the research objectives. The
language has been kept simple for easy understanding by the general population.
A sample size of 406 respondents has been taken on the basis of random sampling.
Therefore the target population that was taken for the analysis of cellphone usage in
Delhi & NCR region was:
• Both men and women

• Age group: 18-40+
QUESTIONNAIRES
The questionnaire method has come to be more widely used and economical means of
data collection. The common factor in all varieties of the questionnaire method is the
reliance on verbal responses to questions, written or oral. The researchers found it
essential to make sure the questionnaire was easy to read and understand to all spectrums
of people in the sample. It was also important as researchers to respect the samples time
and energy hence the questionnaire was designed in such a way, that its administration
would not exceed 10-15 minutes. The questionnaires prepared by us consisted of 15
questions so that it does not waste the valuable time of the sample population.
The researchers were overwhelmed with the potential benefits and ease of administrating
questionnaires. The questionnaires were found to be a simple and a direct manner to
generate feedback from the users of the product, taking their minimum time and effort.
RESEARCH TECHNIQUES
In terms of data capture and analysis there are two main types of market research:
19
• QualitativeResearch
• Quantitative Research
Qualitative Research
Qualitative Research is about investigating the features of a market through in-depth

research that explores the background and context for decision making.
There are two main qualitative methods - depth interviews and focus groups.
a. Depth Interviewing
Depth interviews are the main form of qualitative research in most business markets.
Here an interviewer spends time in a one-on-one interview finding out about the
customer's particular circumstances and their individual opinions.
b. Focus Group
A small group of people brought together and guided by a moderator though an

unstructured, spontaneous discussion about a certain topic
The goal of a focus group is to draw out
• Ideas
• Feelings
• Experiences
about a certain issue that would be obscured or stifled by more structured methods of
data collection.
Quantitative Research
Quantitative research is about measuring a market and quantifying that measurement with
data. Most often the data required relates to market size, market share, penetration,
installed base and market growth rates.
However, quantitative research can also be used to measure customer attitudes,
satisfaction, commitment and a range of other useful market data that can tracked over
time.
Quantitative research can also be used to measure customer awareness and attitudes to
different manufacturers and to understand overall customer behavior in a market by
taking a statistical sample of customers to understand the market as a whole.
20
The different techniques of conducting quantitative research are:
• Survey method
• Questionnaires
SCALING TECHNIQUES USED IN THE RESEARCH
COMPARATIVE SCALES:
• Rank order scaling : In this method respondents are presented with several
objects simultaneously and asked to order or rank them according to some
criteria.
1. The criteria mentioned in our questionnaire for question 9 is to rank the cellphone
features according to preference.
2. The criteria used in question 12 is to rate brands according to visibility.
NON COMPARATIVE SCALES:
• Likert scale : It is a measurement scale with five response categories ranging

from “strongly agree” to “strongly disagree”, which requires the respondents to
indicate a degree of agreement or disagreement with each of a series of statements
related to the stimulus objects.
1. the scale has been used in question 6 and question 15.
• Semantic differential scale: A seven point rating scale with end points
associated with bipolar labels that have semantic meaning.
1. This technique has been used in question 10. the various parameters the cellphone
features have been compared are the modernity, complexity in operation,
purchasing, strength and attractiveness.
FORMATION OF HYPOTHESIS
The close relationship which intends to exist between theory and hypothesis; which can
be tested with the help of analysis of data and facts. The hypothesis, therefore, closely
linked with both theory and facts. Thus, hypothesis is a part of every organized
knowledge, basis for analysis inspirations for investigation.
Following are some of the hypothesis which were generated and shall be tested under
casual research.
Increase in age results in lesser use of cellphones

Increase in income results in increased use of cellphones
Increase in income results in increase in number of social outings
21
The youth changes the cellphone brand frequently hence is not brand loyal.
The hypothesis shall help in establishing a relationship of concept with theory, and
specifies the test to be applied especially in context of meaningful value judgment and
final conclusion.
ERRORS IN THE STUDY
The various errors that can arise during the conduction of survey are:
a. Interviewer error
There is interviewer bias in the questionnaire method. Open-ended questions can be

biased by the interviewer’s views or probing, as interviewers are guiding the respondent
while the questionnaire is being filled out.
The attitudes the interviewer revels to the respondent during the interview can greatly
affect their level of interest and willingness to answer openly.
b. Questionnaire error
The questionnaire designing has to careful so that only required data is concisely reveled
and there is no redundant data generated. The questions have to be worded carefully so
that the questions are not loaded and does not lead to a bias in the respondents mind
c. Respondent error
The respondents selected to be interviewed were not always available and willing to co
operate also in some cases the respondents were found to not have the knowledge,
opinion, attitudes or facts required additionally uninformed response errors and response
styles also led to survey error.
d. Sampling error
We have taken the sample size of 400, which cannot determine the buying behavior of
the total population. The sample has been drawn from only Delhi/ NCR market.
FIELD WORK
Fieldwork plays an important role in collecting the data .As our sample size was
determined to be 406 and we were a 7-member team, we decided to divide the work
equally.
Some important points which each member kept in mind while doing the fieldwork.-
22
•To make the respondents comfortable before questioning them. We introduced
ourselves as students of ABS and ensuring the respondent that all information
collected is only for academic purpose and will be kept confidential
• To help the person get rid off any preconceived notions
• Not to influence the respondents answers in any way/form.
• Use simple language, so that the technical language does not intimidate the
respondent.
METHOD OF DATA ANALYSIS
Based on the type of data collected and the target segment with the appropriate statistical
methods, inference should be made. The response set of one variable is compared with
another set of variable to ensure a detailed analysis of data.
We have used the SPSS software to analyze our data accurately. After the respondents
had filled in the questionnaires, the data was entered into the software and the analysis
was made thereby.
PRIMARY RESEARCH
PILOT TESTING
The first stage of the data gathering study was the “dummy analysis” – a pilot study. This
helped the researcher to throw up some inevitable problems of converting the design into
reality. An experiment or a survey can and should be piloted on a small scale in virtually
all circumstances.
The changes we made were-
• Reduce the number of questions to reduce time
• Error in scaling which had to be revised
• Demographic information had to be incorporated
• A few grammatical errors had to be rectified.
23
THE FINAL QUESTIONNAIRE
Dear Sir/Ma’am, we are conducting a market research on cellphones and we would like
to know your opinion on the following questions.
Q1. What do you prefer to do in your spare time?

1. Watch TV 2.Read magazine/books
3. Dine out 4.Talk on the phone
5. Chat/ surf the internet
Q2. What mode of communication do you prefer?

1. E-mail 2.SMS
3. Talk on the phone 4.Letters
Q3. Since when have you been using a cellphone

1. 0-1 year 2. 1-3 years
3. 3-7 years 4. More than 7 years
Q4. What do you mainly use your cellphone for?

1. SMS 2. Listening music
3. Camera 4. Calls
Q5. What brand of cellphone are you using currently?

1. Nokia 2. Sony ericsson
3. Motorola 4. Samsung
5. Reliance 6. Others, specify _____________
Q6. How satisfied are you with your present cellphone?
1 2 3
Fully neutral dissatisfied
Satisfied
Q7. What price are you willing to pay for a cellphone?

1. Below Rs.5000 2. Rs.5000-12000
3. Rs.12000-20,000 4. Above 20,000
5. Does not matter
Q8. Which cellphone brand would you recommend?
24
5. Reliance 6. Others, specify _____________
Q9. Rank the features on a scale of 1 to 7 according to preference ( 1- highest, 7-lowest)

1. Bluetooth 2.Camera
3. Memory card 4.Gaming
5. Music player 6. Battery life 7. Messaging
Q10. Please mark (X) the blank that best indicates how accurately one or the other
adjective describes the feature of the cellphone.
A. Nokia
1. Modern _:_:_:_:_:_:_ Old – fashioned
2. Complex _:_:_:_:_:_:_ Simple
3. Economical _:_:_:_:_:_:_ Expensive
4. Robust _:_:_:_:_:_:_ Delicate
5. Attractive _:_:_:_:_:_:_ Unattractive
B. Sony Ericsson
C. Motorola
Q11. How often do you change your cellphone?

1. Within 1 year 2. 1-2 years
3. After 2 years
Q12.Rate the following brands according to visibility on the scale of 1- lowest & 5 -
highest
5. Reliance
Q13. Match the following brands with their punch line

1. Nokia Kar lo duniya mutthi mein
25
2. Sony ericsson A partner for a better world
3. Motorola Connecting people

4. Samsung I Music
5. Reliance Hello Moto
Q14. Does the brand of cellphone owned by your cellphone or friends influence your
choice
1. Yes 2. No
Q15. On a scale of 1 to 5, answer the statements based on your preferred choice of

cellphones brand Lowest Highest
1 2 3 4 5
a) I am satisfied with the
cellphone I am using.
b) I am satisfied with the

customer care service provided
c) My cellphone is easy to use
d) I am satisfied with the battery my

phone has.
e) I like a camera with high megapixel
f) I like MMS facility on my phone
Demographic information:
a) Name :
b) Age :
1. below 18 years
2. 18 -25 years
3. 25 -40 years
4. Above 40 year
c) Household income(annual):
1. below Rs.1,00,000
2. Rs. 1,00,000 – 5,00,000
3. Above 5,00,000
d) Profession :
e) Sex :
f) Phone no. :
g) Address :
26
h) Email id :
SURVEY RESULTS
SEX RATIO
27
SEX
60
50
40
Percent
30
20
10
0
F M
SEX
The survey was conducted on random sampling basis. Out of total number of respondents of 406,
women were 39.9% and men were 59.4%. according to this women were less keen on participating in
the survey.
AGE GROUP:
28
AGE
60
Percent
40
20
0
BELOW 18 18-25 YEARS 25-40 YEARS ABOVE 40 YEARS
AGE
Survey was conducted for four age groups. The maximum people surveyed lied in the age group of 18-
25 years. While, the least belonged to the above 40 age group. This was largely due to the fact that the
survey was conducted in malls, market places and colleges.
BRAND PREFERENCE
29
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY
60
50
40
Percent
30
20
10
0
NOKIA SONY MOTOROLA SAMSUNG RELIANCE OTHERS
ERICSSON
The largest market share was captured by nokia at 58.1% which is more than half the
market. Followed by Motorola at 15%. Others included brands like HTC, O2, LG.
USAGE OF CELLPHONES
30
WHAT DO U MAINLY USE UR CELLPHONE FOR
60
Percent
40
20
0
SMS LISTENING TO MUSIC CAMERA CALLS
64.8% people possessed cellphones for making calls. They wanted to use the cellphone to satisfy the
basic purpose of a phone that is communication. Next was listening to music which was 18.2%.
LEVEL OF SATISFACTION
31
HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE
50
40
Percent
30
20
10
0
FULLY SATISFIED SOMEWHAT NEUTRAL NOT VERY DISSATISFIED
SATISFIED SATISFIED
40% of the people were fully satisfied with the cellphones they were using. This meant that the features
were user friendly and served their needs. About 26.8% people had a neutral attitude that is they were
neither satisfied nor dissatisfied. A mere 2.5% people were dissatisfied with their cellphones.
PRICE SENSITIVITY
32
WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE
50
40
30
Percent
20
10
0
BELOW RS 5000 RS 5000-12000 RS 12000-20000 ABOVE 20000 PRICE DOES NOT
MATTER
40.6% people prefer to buy cellphones that lie in the range of 5000-12000 which means they are the
average users who don’t like very expensive neither very cheap phones. A 11..8% people lied in the
range where price did not matter to them for purchasing a cellphone.
BRAND RECOMMENDED BY THE USERS
33
WHAT CELLPHONE BRAND WOULD U RECOMMEND
60
Percent
40
20
0
ERICSSON
We can notice that people would generally recommend the same brand that they are using. In this case
we notice that the recommendation for nokia is the highest at 69.7% which clearly shows that since the
users of nokia were the highest they also recommended the same to others.
SEMANTIC RATINGS BRAND WISE
34
NOKIA
1.MODERN-OLD FASHIONED
37.4% people found the nokia cellphones to be extremely modern when compared to old
fashioned which was a mere 5.2%. Hence nokia phones is liked by people because it is
modern.
2. COMPLEX – SIMPLE
The people surveyed also seemed to find the nokia phone extremely simple to use being
25.9% people. However a few epopel also found it complex being about 9.1%
3. ECONOMICAL – EXPENSIVE
35
There was not much difference in the thinking of people where economical or simple
factor for nokia cellphones was concerned. Infact a large number of people had a neutral
approach to it. About 22.4% people thought it was economical while 21.7% people had a
neutral approach to it.
4. ROBUST – DELICATE
Again people had a very neutral approach to nokia being robust or delicate. Infact 22.4%
people found it neutral i.e. neither delicate nor robust. 20.9% people found it extremely
robust and only about 9.9% people found it extremely delicate.
5. ATTRACTIVE – UNATTRACTIVE
36
A 26.6% people found nokia to be extremely attractive and only about 2.2% people found
it extremely unattractive. Infact the overall perception of people towards nokia was very
attractive and very few people lied in the unattractive range.
SONY ERICSSON
37
1.MODERN – OLD FASHION
Most people find sony ericsson phones very modern at about 31.3% and only about 6.9%
people find it old fashioned.
2. COMPLEX - SIMPLE
Complexity and simple as a factor is very similar over all. It has not been differentiated
very well by the people. About 24.1% have a neutral approach to it. Where it implies its
neither too complex nor too simple.
3. ECONOMICAL - EXPENSIVE
38
Overall most people find the phones economical and there are very few people who find
it expensive. About 25.3% people have a neutral approach and only about 9.9% people
find it extremely economical though 23.6% find it economical.
4. ROBUST - DELICATE
One again most people have a neutral attitude towards the phone being robust or delicate
which is about 29.1%.
39
5. ATTRACTIVE – UNATTRACTIVE
About 20% people find the phones extremely attractive and very few people find it
unattractive. People have a neutral attitude as well but very few people absolutely dislike
it.
MOTOROLA
40
1. MODERN – OLD FASHIONED
Most people find Motorola cellphones modern with a percentage of 32.8% in this
category. A mere 6.7% people find it old fashioned
2. SIMPLE – COMPLEX
The level of complexity is not very different between people infact most people have a
neutral attitude towards it however 12.5% people find it extremely simply 13.3% people
find it extremely complex.
41
15% people find the Motorola phones expensive while 21.2% people find it economical.
However once again people hold a neutral attitude towards it and 24.4% people find it
neither cheap nor expensive.
4. ROBUST - NEUTRAL
24.1% people once again have a neutral attitude where robustness or delicacy of the
phone is concerned. They don’t have any opinion about the phones level of delicacy or
robustness.
42
5. ATTRACTIVE - UNATTRACTIVE
A large number of people of about 25% find Motorola phones extremely attractive and a
mere 4.7% people find it extremely unattractive. This is a very big difference and hence it
can be assumed that most people find the phones very attractive.
43
FREQUENCY OF CHANGING CELLPHONES
44
BRAND VISIBILITY
NOKIA
The respondents have rated nokia as the highest in brand visibility. By brand visibility we
mean the promotion of brands in print media and television. 56.9% people have rated it
the highest and it is surprising to see that the next highest frequency is of lowest category
with 21.4% indicating nokia as the lowest brand visible.
SONY ERICSSON
36.5% respondents have rated it as highly visible brand while 5.9% respondents think
that it is the lowest vsible brand in the market.
45
MOTOROLA
A percentage of 34.2% respondents think that the brand neither has high nor low
visibility. It is moderately visible.
SAMSUNG
Maximum percentage i.e. 30% people have indicated that it is a brand low on visibility.
Only 9.4% think that it has highest visibility among the brands mentioned in the options.
46
RELIANCE
Reliance is seen as a very low visible brand. A high 45.3% people think that the brand is
lowest in visibility among the other brands mentioned.
47
INFLUENCE OF PEERS ON CHOICE OF BRAND
For maximum percentage of people 51.4% are not influenced by their friends or relatives.
While, 48.6% are influenced by their friends when buying cellphones.
48
OPINION ABOUT THE STATEMENTS GIVEN:
1. I am satisfied with the cellphone I am using.
37.1% respondents are completely satisfied with the cellphone while, only 7.2% are
completely dissatisfied with the brand of cellphone they own.
2. I am satisfied with the customer care service provided
36.3% respondents have agreed that they are satisfied with the customer service provided
by picking the option ‘high’.
49
3. My cellphone is easy to use
39.1% people agree that the cellphone brand they are using is easy to use. While, a low
2.5% find their cellphone as difficult to use.
4. I am satisfied with the battery life my cellphone has.
33.1% respondents are satisfied with the battery of their cellphones.
50
5. I like a camera with high megapixel.
33.2% of respondents have indicated their liking of a high megapixel camera. It shows
that camera is a feature which a good amount of people keep in my mind while buying
cellphone.
6. I like MMS facility on my cellphone
The maximum percentage of people 23.4% do not like MMS facility in their cellphones.
While, 16.3% like the facility very much.
51
CROSS TABULATION
1. Linking what price are the consumers willing to pay for a cellphone and what
brand of cellphone are they currently using:
Bar Chart
100 WHAT BRAND OF

CELLPHONE ARE Y
USING CURRENTLY
NOKIA
80 SONY ERICSSON
MOTOROLA
SAMSUNG
RELIANCE
OTHERS
60
Count
40
20
0
BELOW RS RS 5000- RS 12000- ABOVE 20000 PRICE DOES
5000 12000 20000 NOT MATTER
WHAT PRICE ARE U WILLING TO PAY FOR A
CELLPHONE
Whether the price of a cellphone is below Rs 5000 or even if the price does not matter most of the
people prefer Nokia which shows the highest count
52
2. Linking what brand of cellphone are people currently using and what brand
do they recommend:
Bar Chart
250 WHAT CELLPHONE

BRAND WOULD U
RECOMMEND
NOKIA
200 SONY ERICSSON
MOTOROLA
SAMSUNG
RELIANCE
OTHERS
150
Count
100
50
0
ERICSSON
WHAT BRAND OF CELLPHONE ARE Y USING
CURRENTLY
This shows that total no. of nokia users are 283 out of which only 216 recommend nokia. Total no. of
sony ericsson users are 59 out of which 33 recommend sony ericsson and 15 recommend nokia. Total
no. of motorola users are 31 out of which 23 recomment it. Total no. of samsung users are 16 out of
which 7 recommend it. Total no. of reliance users are 4 and only 2 recomment it.
53
3. Linking how satisfied are people with the brand they are using currently:
54
Bar Chart
120 HOW SATISFIED ARE

U WIHT UR PRESENT
CELLPHONE
FULLY SATISFIED
100 SOMEWHAT SATISFIED
NEUTRAL
NOT VERY SATISFIED
DISSATISFIED
80
Count
60
40
20
0
ERICSSON
WHAT BRAND OF CELLPHONE ARE Y USING
CURRENTLY
This shows that in nokia maximum no. of people are fully satisfied.In sony ericsson maximum no. of
people are somewhat satisfied.In motorola maximum no. of people are neither satisfied nor dissatisfied.
In samsung maximum no. of people are fully satisfied.In reliance maximum no. of peole are neither
satisfied nor dissatisfied.
55
4. Linking the preference of messaging over battery life:
Bar Chart
60 MESSAGING
HIGHEST
HIGH
50 GOOD
NEUTRAL
LOW
40 LOWER
LOWEST
Count
30
20
10
0
HIGHEST HIGH GOOD NEUTRAL LOW LOWER LOWEST
BATTERY LIFE
This shows that out of 50 people who consider messaging the highest 2 consider battery life the
highest.Out of 90 people who consider messaging as high 58 consider battery life the highest.Out of 46
people who consider messaging as good 19 consider battery life the highest.Out of 36 people who
consider messaging as neutral 17 consider battery life as highest.Out of 69 people who consider
messaging as lowest 22 consider battery life as highest
56
5. Linking the age of consumers with what are they mainly using their cellphone
for:
Bar Chart
200 WHAT DO U MAINLY

USE UR CELLPHONE
FOR
SMS
LISTENING TO MUSIC
CAMERA
150
CALLS
Count
100
50
0
BELOW 18 18-25 YEARS 25-40 YEARS ABOVE 40 YEARS
AGE
Its evident that people across all age groups mainly use their cellphone for calls,the second highest use
being listening to music.
57
6. Linking the gender with how satisfied are they with their cellphone:
Bar Chart
100 HOW SATISFIED ARE

U WIHT UR PRESENT
CELLPHONE
FULLY SATISFIED
SOMEWHAT SATISFIED
80 NEUTRAL
NOT VERY SATISFIED
DISSATISFIED
60
Count
40
20
0
F M
SEX
It is evident that men are more dissatisfied with their current cellphone.
58
FINDINGS & CONCLUSIONS
• The largest Market share has been captured by Nokia. Though the cost of the
Nokia cellphones is high as compared to others, the brand still has largest
percentage of loyal customers who recommend the same brand to others. This
leads to increase in the sales of Nokia brand.
• Highest percentage of people mainly use cellphones for making calls and this is
the reason for lucrative offers on talktime by the telecom providers.
• The general consensus is that people are satisfied with the cellphone they are
using. However, from cross tabulation we found that nokia users is the highest lot
of “fully satisfied” people.
• The Indian market is price sensitive. Mostly people are ready to pay Rs. 5000-
12000 but very less are ready to shell out Rs. 12000-25000. The customer wants
value for money.
• BRAND PROFILING :
1. NOKIA :
By the majority, nokia is considered extremely modern, extremely simple,
economical, neither robust nor delicate and extremely attractive.
2. SONY ERICSSON:
It is considered to be extremely modern by the majority of people. however, in
other attributes it mainly lies in the neutral category.
3. MOTOROLA
Majority of people find it extremely modern and extremely attractive while it
stays neutral in other categories.
• Since we see through the report that most people are highly satisfied with the
cellphone brand they are using. Hence, the frequency of changing cellphones is
low and lies within after 2 years category. Also, the age group did not make any
difference to this factor.
• We see Nokia lies highest in the brand visiblilty, closely followed by Sony
Ericsson. Then Motorola, Samsung and finally Reliance. This implies that the
promotion of Nokia is most effective and it indicates that brand recall rate is
higher.
• No relationship was found between income level and the price they are willing to
pay for a cellphone. The maximum expenditure any income level was willing to
make lied within the range of Rs. 5000-12000.
• We developed a likert scale asking people to indicate their satisfaction level on a
scale of 1 to 5. some of the findings were:
1. The highest number of people were satisfied with the cellphone they are
using. This indicates that the brands have been able to satisfy the customers
and retain them.
2. Though the level of satisfaction from customer service providers was high, but
the percentage of satisfaction being low and neutral is prominent. This
indicates that the customer service is not up to the mark and there is scope of
improvement for the cellphone companies.
3. Most people find the cellphones highly user friendly which indicates that the
cellphones are easy to use.
59
4. Most people prefer high megapixel camera. This indicates that the usage of
camera in cellphones is gaining prominence and hence, while buying a
cellphone it is a major factor to be considered.
5. Majority of people do not like the MMS facility. This may be because MMS
facility is an expensive affair and they could do without it.
60
RECOMMENDATIONS
 We recommend that brands other than Nokia should improve their promotional
strategies so that they can increase on the level of visibility and hence, increase
their market share.
 We recommend that the companies should build on features other than making
calls so that people buy cellphones to serve other purposes. They should advertise
these features also so that people know about it. The various features should be
user friendly so that people do not find it difficult to use and do not hesitate in
using them.
 Price is an important constraint in the Indian market hence companies need to
keep that in mind while manufacturing any commodity.
 People change cellphones mostly after 2 years so companies should come up with
new and sleek designs which are attractive as well as more techno savvy which
would encourage people to change their cellphones more frequently. This would
lead to people wanting to be more technologically advanced.
 Motorola and Sony Ericsson need to develop on their various semantic features so
that they can provide good competition to Nokia which is leading in all the
categories. This would increase the company’s image as well as their market
share.
 Companies should try to target the higher income level groups so that they can
encourage them to buy expensive cellphones than those that lie in the Rs 5000-
12000 category.
LIMITATIONS
• Due to the limitation of time and money, the study was limited to the
geographical region of Delhi where also due to the large cellphone using
population a probability sampling technique had to be inherited.
• While administering questionnaires during phase two of the study, the researcher
noticed that some sample were very enthusiastic and were extremely positive and
genuine in there answers where as the some other just ticked even without reading
the questions.
• Some of the people who were part of our sample size, became non- respondents
i.e. the questionnaire they filled were incomplete or they were not willing to
respond.
• Sample size was a constraint since it was not representative of the entire target
population. People could not remember the brands and the features of cellphones
they use as mentioned in our questionnaire.
• The semantic differential scale was difficult for an ordinary person to understand
and answer but very essential for the analysis of the market research that had to be
conducted. This posed the problem of errors in the study
61
APPENDIX
FREQUENCY TABLE
SEX RATIO -
SEX
Cumulative
Frequency Percent Valid Percent Percent
Valid 3 .7 .7 .7
F 162 39.9 39.9 40.6
M 241 59.4 59.4 100.0
Total 406 100.0 100.0
AGE GROUPS
AGE
Cumulative
Valid BELOW 18 64 15.8 16.0 16.0
18-25 YEARS 247 60.8 61.6 77.6
25-40 YEARS 66 16.3 16.5 94.0
ABOVE 40 YEARS 24 5.9 6.0 100.0
Total 401 98.8 100.0
Missing System 5 1.2
Total 406 100.0
BRAND PREFERENCE
Cumulative
Valid NOKIA 236 58.1 58.1 58.1
SONY ERICSSON 53 13.1 13.1 71.2
MOTOROLA 61 15.0 15.0 86.2
SAMSUNG 23 5.7 5.7 91.9
RELIANCE 13 3.2 3.2 95.1
OTHERS 20 4.9 4.9 100.0
Total 406 100.0 100.0
62
USAGE OF CELLPHONES
Cumulative
Valid SMS 50 12.3 12.3 12.3
LISTENING TO MUSIC 74 18.2 18.3 30.6
CAMERA 18 4.4 4.4 35.1
CALLS 263 64.8 64.9 100.0
Total 405 99.8 100.0
Missing System 1 .2
Total 406 100.0
LEVEL OF SATISFACTION
Cumulative
Valid FULLY SATISFIED 163 40.1 40.1 40.1
SOMEWHAT SATISFIED 103 25.4 25.4 65.5
NEUTRAL 109 26.8 26.8 92.4
NOT VERY SATISFIED 21 5.2 5.2 97.5
DISSATISFIED 10 2.5 2.5 100.0
Total 406 100.0 100.0
PRICE SENSITIVITY
Cumulative
Valid BELOW RS 5000 60 14.8 14.8 14.8
RS 5000-12000 165 40.6 40.6 55.4
RS 12000-20000 108 26.6 26.6 82.0
ABOVE 20000 25 6.2 6.2 88.2
PRICE DOES
NOT MATTER 48 11.8 11.8 100.0
Total 406 100.0 100.0
63
BRAND RECOMMENDED BY THE USERS
Cumulative
Valid NOKIA 283 69.7 69.9 69.9
SONY ERICSSON 59 14.5 14.6 84.4
MOTOROLA 31 7.6 7.7 92.1
SAMSUNG 16 3.9 4.0 96.0
RELIANCE 4 1.0 1.0 97.0
OTHERS 12 3.0 3.0 100.0
Total 405 99.8 100.0
Missing System 1 .2
Total 406 100.0
SEMANTIC DIFFERENTIATION
NOKIA

PLEASE MARK THE SUITABLE ADJECTIVE NOKIA
Cumulative
Valid EXTREMELY MODERN 152 37.4 37.8 37.8
VERY MODERN 79 19.5 19.7 57.5
MODERN 65 16.0 16.2 73.6
NEUTRAL 54 13.3 13.4 87.1
OLD-FASHIONED 17 4.2 4.2 91.3
VERY OLD FASHIONED 14 3.4 3.5 94.8
EXTREMELY OLD
21 5.2 5.2 100.0
FASHIONED
Total 402 99.0 100.0
Total 406 100.0
64
2. COMPLEX - SIMPLE
Cumulative
Valid EXTREMELY COMPLEX 37 9.1 9.2 9.2
VERY COMPLEX 59 14.5 14.7 23.9
COMPLEX 44 10.8 10.9 34.8
NEUTRAL 66 16.3 16.4 51.2
SIMPLE 42 10.3 10.4 61.7
VERY SIMPLE 49 12.1 12.2 73.9
EXTREMELY SIMPLE 105 25.9 26.1 100.0
Total 402 99.0 100.0
Total 406 100.0
3. ECONOMICAL – SIMPLE
Cumulative
Valid EXTREMELY
67 16.5 16.7 16.7
ECONOMICAL
VERY ECONOMICAL 52 12.8 12.9 29.6
ECONOMICAL 91 22.4 22.6 52.2
NEUTRAL 88 21.7 21.9 74.1
EXPENSIVE 41 10.1 10.2 84.3
VERY EXPENSIVE 21 5.2 5.2 89.6
EXTREMELY EXPENSIVE 42 10.3 10.4 100.0
Total 402 99.0 100.0
Total 406 100.0
65
Cumulative
Valid EXTREMELY ROBUST 85 20.9 21.1 21.1
VERY ROBUST 74 18.2 18.4 39.6
ROBUST 56 13.8 13.9 53.5
NEUTRAL 92 22.7 22.9 76.4
DELICATE 41 10.1 10.2 86.6
VERY DELICATE 14 3.4 3.5 90.0
EXTREEMLY DELICATE 40 9.9 10.0 100.0
Total 402 99.0 100.0
Total 406 100.0
Cumulative
Valid EXTREMELY ATTRACTIVE 108 26.6 26.9 26.9
VERY ATTRACTIVE 73 18.0 18.2 45.0
ATTRACTIVE 67 16.5 16.7 61.7
NEUTRAL 73 18.0 18.2 79.9
UNATTRACTIVE 51 12.6 12.7 92.5
VERY UNATTRACTIVE 21 5.2 5.2 97.8
EXTREMELY
9 2.2 2.2 100.0
UNATTRACTIVE
Total 402 99.0 100.0
Total 406 100.0
SONY ERICSSON
1. MODERN – OLD FASIONED
66
PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON
Cumulative
VERY MODERN 71 17.5 17.7 49.3
MODERN 50 12.3 12.4 61.7
NEUTRAL 65 16.0 16.2 77.9
EXTREMELY OLD
28 6.9 7.0 100.0
FASHIONED
Total 402 99.0 100.0
Total 406 100.0
2.COMPLEX - SIMPLE
Cumulative
VERY COMPLEX 80 19.7 19.9 36.3
COMPLEX 63 15.5 15.7 52.0
NEUTRAL 87 21.4 21.6 73.6
SIMPLE 36 8.9 9.0 82.6
VERY SIMPLE 28 6.9 7.0 89.6
Total 402 99.0 100.0
Total 406 100.0
67
Cumulative
Valid EXTREMELY
40 9.9 10.0 10.0
ECONOMICAL
ECONOMICAL 96 23.6 23.9 44.0
NEUTRAL 102 25.1 25.4 69.4
EXPENSIVE 58 14.3 14.4 83.8
Total 402 99.0 100.0
Total 406 100.0
Cumulative
VERY ROBUST 47 11.6 11.7 22.6
ROBUST 69 17.0 17.2 39.8
NEUTRAL 118 29.1 29.4 69.2
DELICATE 58 14.3 14.4 83.6
Total 402 99.0 100.0
Total 406 100.0
68
Cumulative
ATTRACTIVE 49 12.1 12.2 53.0
NEUTRAL 91 22.4 22.6 75.6
EXTREMELY
20 4.9 5.0 100.0
UNATTRACTIVE
Total 402 99.0 100.0
Total 406 100.0
MOTOROLA
PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA
Cumulative
VERY MODERN 67 16.5 16.7 49.9
MODERN 45 11.1 11.2 61.1
NEUTRAL 69 17.0 17.2 78.3
EXTREMELY OLD
27 6.7 6.7 100.0
FASHIONED
Total 401 98.8 100.0
Total 406 100.0
2. SIMPLE - COMPLEX
69
Cumulative
VERY COMPLEX 67 16.5 16.8 30.2
COMPLEX 71 17.5 17.8 48.0
NEUTRAL 84 20.7 21.0 69.0
SIMPLE 42 10.3 10.5 79.5
VERY SIMPLE 32 7.9 8.0 87.5
Total 400 98.5 100.0
Total 406 100.0
Cumulative
Valid EXTREMELY
55 13.5 13.7 13.7
ECONOMICAL
ECONOMICAL 86 21.2 21.4 47.9
NEUTRAL 99 24.4 24.7 72.6
EXPENSIVE 61 15.0 15.2 87.8
Total 401 98.8 100.0
Total 406 100.0
70
Cumulative
VERY ROBUST 46 11.3 11.5 20.2
ROBUST 55 13.5 13.7 33.9
NEUTRAL 100 24.6 24.9 58.9
DELICATE 61 15.0 15.2 74.1
Total 401 98.8 100.0
Total 406 100.0
Cumulative
ATTRACTIVE 48 11.8 12.0 54.6
NEUTRAL 82 20.2 20.4 75.1
EXTREMELY
19 4.7 4.7 100.0
UNATTRACTIVE
Total 401 98.8 100.0
Total 406 100.0
FREQUENCY OF CHANGING CELLPHONES
71
HOW OFTEN DO U CHANGE UR CELLPHONE
Cumulative
Valid WITHIN 1 YEAR 98 24.1 24.1 24.1
1-2 YEARS 113 27.8 27.8 52.0
AFTER 2 YEARS 195 48.0 48.0 100.0
Total 406 100.0 100.0
INFLUENCE OF PEERS ON THE CHOICE OF BRAND
DOES THE BRAND OF CELLPHONE OWNED BY UR FRIENDS INFLUENCE UR

CHOICE
Cumulative
Valid YES 196 48.3 48.6 48.6
NO 207 51.0 51.4 100.0
Total 403 99.3 100.0
Missing System 3 .7
Total 406 100.0
OPINION ABOUT THE STATEMENTS GIVEN

1. I am satisfied with the cellphone I am using
72
I AM SATISFIED WITH THE CELLPHONE I AM USING
Cumulative
Valid LOWEST 29 7.1 7.2 7.2
LOW 34 8.4 8.5 15.7
NEUTRAL 59 14.5 14.7 30.3
HIGH 131 32.3 32.6 62.9
HIGHEST 149 36.7 37.1 100.0
Total 402 99.0 100.0
Total 406 100.0
2. I am satisfied with the customer care service provided
I AM SATISFIED WITH THE CUSTOMER CARE SERVICE PROVIDED
Cumulative
LOW 49 12.1 12.3 19.0
NEUTRAL 105 25.9 26.3 45.4
HIGH 145 35.7 36.3 81.7
HIGHEST 73 18.0 18.3 100.0
Total 399 98.3 100.0
Total 406 100.0
3. My cellphone is easy to use
73
MY CELLPHONE IS EASY TO USE
Cumulative
LOW 26 6.4 6.5 9.0
NEUTRAL 60 14.8 14.9 23.9
HIGH 149 36.7 37.1 60.9
HIGHEST 157 38.7 39.1 100.0
Total 402 99.0 100.0
Total 406 100.0
4. I am satisfied with the battery of my cellphone
I AM SATISFIED WITH THE BATTERY OF MY PHONE
Cumulative
LOW 39 9.6 9.7 15.7
NEUTRAL 92 22.7 22.9 38.6
HIGH 133 32.8 33.1 71.6
HIGHEST 114 28.1 28.4 100.0
Total 402 99.0 100.0
Total 406 100.0
5. I like camera with high megapixel
74
I LIKE A CAMERA WITH HIGH MEGAPIXEL
Cumulative
Valid LOWEST 42 10.3 10.6 10.6
LOW 38 9.4 9.5 20.1
NEUTRAL 79 19.5 19.8 39.9
HIGH 107 26.4 26.9 66.8
HIGHEST 132 32.5 33.2 100.0
Total 398 98.0 100.0
Total 406 100.0
6. I like MMS facility on my phone
I LIKE MMS FACILITY ON MY PHONE
Cumulative
Valid LOWEST 70 17.2 17.9 17.9
LOW 95 23.4 24.4 42.3
NEUTRAL 83 20.4 21.3 63.6
HIGH 76 18.7 19.5 83.1
HIGHEST 66 16.3 16.9 100.0
Total 390 96.1 100.0
Total 406 100.0
CROSS TABULATION
1. Linking what price are the consumers willing to pay for a cellphone and what
brand of cellphone are they currently using:
75
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
WHAT PRICE ARE U
WILLING TO PAY
FOR A CELLPHONE *
WHAT BRAND OF 406 100.0% 0 .0% 406 100.0%
CELLPHONE ARE Y
USING CURRENTLY
WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE * WHAT BRAND OF CELLPHONE ARE Y
USING CURRENTLY Crosstabulation
Count
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY Total

SONY
NOKIA ERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS NOKIA
WHAT PRICE BELOW RS 5000 36 5 9 5 2 3 60
ARE U WILLING RS 5000-12000 97 20 25 12 7 4 165
TO PAY FOR A
RS 12000-20000 66 18 16 3 2 3 108
CELLPHONE
ABOVE 20000 10 1 5 2 0 7 25
PRICE DOES
NOT MATTER 27 9 6 1 2 3 48
Total 236 53 61 23 13 20 406
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 44.093(a) 20 .001
Likelihood Ratio 32.572 20 .038
Linear-by-Linear
.792 1 .373
Association
N of Valid Cases
406
a 12 cells (40.0%) have expected count less than 5. The minimum expected count is .80.
2. Linking what brand of cellphone are people currently using and what brand do
they recommend:
Cases
Valid Missing Total
76
WHAT BRAND OF
CELLPHONE ARE Y
USING CURRENTLY *
WHAT CELLPHONE 405 99.8% 1 .2% 406 100.0%
BRAND WOULD U
RECOMMEND
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY * WHAT CELLPHONE BRAND WOULD U
RECOMMEND Crosstabulation
Count
WHAT CELLPHONE BRAND WOULD U RECOMMEND Total

SONY
NOKIA ERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS NOKIA
WHAT BRAND OF NOKIA 216 14 2 2 1 0 235
CELLPHONE ARE SONY ERICSSON 15 33 2 3 0 0 53
Y USING
MOTOROLA 31 3 23 3 0 1 61
CURRENTLY
SAMSUNG 12 4 0 7 0 0 23
RELIANCE 3 3 4 1 2 0 13
OTHERS 6 2 0 0 1 11 20
Total 283 59 31 16 4 12 405
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
144.706 1 .000
Association
N of Valid Cases
405
3. Llinking how satisfied are people with the brand they are using currently:
Cases
Valid Missing Total
77
WHAT BRAND OF
CELLPHONE ARE Y
USING CURRENTLY *
HOW SATISFIED ARE 406 100.0% 0 .0% 406 100.0%
U WIHT UR PRESENT
CELLPHONE
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY * HOW SATISFIED ARE U WIHT UR
PRESENT CELLPHONE Crosstabulation
Count
HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE Total

FULLY SOMEWHAT NOT VERY DISSATIS FULLY
SATISFIED SATISFIED NEUTRAL SATISFIED FIED SATISFIED
WHAT BRAND OF NOKIA 109 53 56 14 4 236
CELLPHONE ARE SONY ERICSSON 17 18 17 1 0 53
Y USING
MOTOROLA 17 17 22 3 2 61
CURRENTLY
SAMSUNG 9 7 6 0 1 23
RELIANCE 4 2 5 2 0 13
OTHERS 7 6 3 1 3 20
Total 163 103 109 21 10 406
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
5.942 1 .015
Association
N of Valid Cases
406
4. Linking the preference of messaging over battery life:
Cases
Valid Missing Total
78
BATTERY LIFE *
MESSAGING 406 100.0% 0 .0% 406 100.0%
BATTERY LIFE * MESSAGING Crosstabulation

Count
MESSAGING Total
HIGHEST HIGH GOOD NEUTRAL LOW LOWER LOWEST 51 HIGHEST
BATTERY HIGHEST 2 58 19 17 22 11 22 1 152
LIFE HIGH 20 1 11 5 5 9 10 0 61
GOOD 8 8 0 5 1 7 5 0 34
NEUTRAL 2 7 3 0 7 7 5 0 31
LOW 5 2 3 1 0 6 9 0 26
LOWER 6 7 3 1 8 0 16 0 41
LOWEST 7 7 7 7 8 23 2 0 61
Total 50 90 46 36 51 63 69 1 406
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
1.199 1 .274
Association
N of Valid Cases
406
5. Linking the age of consumers with what are they mainly using their cellphone for:
Cases
Valid Missing Total
79
AGE * WHAT DO U
MAINLY USE UR 400 98.5% 6 1.5% 406 100.0%
CELLPHONE FOR
AGE * WHAT DO U MAINLY USE UR CELLPHONE FOR Crosstabulation
Count
WHAT DO U MAINLY USE UR CELLPHONE FOR Total

LISTENING
SMS TO MUSIC CAMERA CALLS SMS
AGE BELOW 18 12 17 1 34 64
18-25 YEARS 29 47 13 157 246
25-40 YEARS 6 8 2 50 66
ABOVE 40 YEARS 1 2 2 19 24
Total 48 74 18 260 400
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Linear-by-Linear
11.158 1 .001
Association
N of Valid Cases
400
a 5 cells (31.3%) have expected count less than 5. The minimum expected count is 1.08.
6.Linking the gender with how satisfied are they with their cellphone:
Cases
Valid Missing Total
80
SEX * HOW SATISFIED
ARE U WIHT UR 406 100.0% 0 .0% 406 100.0%
PRESENT CELLPHONE
SEX * HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE Crosstabulation
Count
HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE Total

FULLY SOMEWHAT NOT VERY DISSATIS FULLY
SATISFIED SATISFIED NEUTRAL SATISFIED FIED SATISFIED
SEX 2 0 1 0 0 3
F 61 42 44 12 3 162
M 100 61 64 9 7 241
Total 163 103 109 21 10 406
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
N of Valid Cases 406
81

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TABLE OF CONTENTS

9) METHOD OF DATA ANALYSIS

10) SAMPLE QUESTIONNAIRE

11) SURVEY RESULTS

12) FINDINGS & CONCLUSIONS

Mobile Phones In Delhi

Mobile phone segmentation

Mobile phone is a device providing two-way communication. Signal transmission is the

HISTORY OF MOBILE PHONES

EVOLUTION OF MOBILE PHONES- TECHNOLOGY

 First Generation (1G)

 Second And a Half Generation (2.5G)

MOBILE PHONES- TECHNOLOGY REVOLUTION

Hefty: Motorola DynaTAC 8000X

Ahead of Its Time: Motorola StarTAC

DotComs Ran on These: Nokia 6160 (1998)

PDA to Phone: Handspring Treo 180 (2001)

Swivel It: Danger Hiptop (2002)

CrackBerry Phone: BlackBerry 5810 (2002)

As of January 2004, Nokia streamlined its global organizational structure to strengthen

Multimedia brings mobile multimedia to consumers in the form of advanced mobile

Networks continues to offer leading-edge network infrastructure, technology and

Some firsts for Nokia in India:

Reliance Communications has a reliable, high-capacity, integrated (both wireless and

Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002,

• The Walkman-branded W series music phones, launched in 2005.

Here we aim to understand the research methodology establishing a framework of

GENERAL MARKETING RESEARCH PROCESS

Beginning with the research

• Formulate marketing research problem

• To understand the consumer preferences regarding the usage of cellphones.

• To understand the customer satisfaction level and brand loyalty.

To gain background information, to define terms, Exploratory

To describe and measure marketing phenomena Descriptive

To determine causality, to make “if-then” statements Causal

Need And Scope Of The Study

TARGET POPULATIONS AND SAMPLE SIZE

• Both men and women

Qualitative Research is about investigating the features of a market through in-depth

A small group of people brought together and guided by a moderator though an

The goal of a focus group is to draw out

SCALING TECHNIQUES USED IN THE RESEARCH

NON COMPARATIVE SCALES:

• Likert scale : It is a measurement scale with five response categories ranging

Increase in age results in lesser use of cellphones

ERRORS IN THE STUDY

There is interviewer bias in the questionnaire method. Open-ended questions can be

Q1. What do you prefer to do in your spare time?

Q2. What mode of communication do you prefer?

Q3. Since when have you been using a cellphone

Q4. What do you mainly use your cellphone for?

Q5. What brand of cellphone are you using currently?

Q6. How satisfied are you with your present cellphone?

Q7. What price are you willing to pay for a cellphone?

Q8. Which cellphone brand would you recommend?

Q9. Rank the features on a scale of 1 to 7 according to preference ( 1- highest, 7-lowest)

Q11. How often do you change your cellphone?

Q13. Match the following brands with their punch line

3. Motorola Connecting people

Q15. On a scale of 1 to 5, answer the statements based on your preferred choice of

b) I am satisfied with the

c) My cellphone is easy to use