OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE
1) To study the attitude and satisfaction among the consumers for Nokia mobile , at wembley, U.K. .

SECONDARY OBJECTIVE
1) To study and analyze various factors influence the consumers to purchase the Nokia mobile. 2) To analyze the factors influencing perception and buying decision of consumers. 3) To find out the effectiveness of advertisements for Nokia mobile. .

SCOPE OF THE STUDY
The study attempts to identify the reach of Nokia mobile. Which would help the company in formulating the suitable strategies. The study also identifies the attitudes and preferences of the consumers. The study also focused on media through which the product reaches the consumers. .

LIMITATIONS OF THE STUDY
1. The geographical scope of the study is limited to wembley, United kingdom alone. 2. The sample size is confined to 50. 3. The consumer’s attitude may change in future due to change in their standard of living. 4. The Respondents were sometimes unable to spend much time for filling up the, questionnaire. So, the chances for bias in the respondents answer were on the higher side.

RESEARCH METHODOLOGY
RESEARCH DESIGN
The Research Design adopted in the study was descriptive in nature because the study aims at describing the situation as it exists at present.

It shows the consumers satisfaction for Nokia mobiles.

SAMPLE SIZE
The Sample Size of this study is 50.

POPULATION
The Population of this study is indefinite.

SAMPLING METHOD
The study involves area sampling method. Area sampling method involves selecting a probability sample of geographic areas and selecting units or individuals within the selected areas for the sample.

SOURCES OF DATA
The Study used both Primary and Secondary data.

PRIMARY DATA
The primary data was collected from the respondents using questionnaire.

SECONDARY DATA:
The Secondary data was collected from the company’s official website.

METHODS OF DATA COLLECTION
Data was collected from the customers with the help of a questionnaire.

DATA ANALYSIS METHOD
The Data was collected from the main study and was analyzed using Based on the results conclusion were drawn and suggestions were made.

No. of users of Nokia mobiles (Sample Size-50)
TABLE – 1 TABLE SHOWING THE USERS OF NOKIA

SERIAL NUMBER 1 2 TOTAL

PARTICULAR S yes No

NO.OF RESPODENTS 17 33 50

PERCENTAG E 34% 66% 100%

INTERPRETATION : It is inferred that from the sample of 50, at WEMBLEY , 34% are the users of Nokia and 66% are not using Nokia mobiles.

Influencer for purchase
TABLE – 3

TABLE SHOWING THE INFLUENCER FOR THE PURCHASE OF NOKIA

SERIAL NUMBER 1 2 3 TOTAL

PARTICULAR S friends advertiseme nt family

NO.OF
RESPODENT S

PERCENTAG E 12% 88% 0% 100%

2 15 0

INTERPRETATION: It is understood that, majority of the respondents i.e., 88% of them were influenced by the advertisements appearing in media and 12% of the respondents purchased Nokia mobiles when refereed by their friends. TABLE – 4

TABLE SHOWING THE PREFERRED ATTRIBUTE OF NOKIA PERCENTAG SERIAL NUMBER PARTICULAR NO.OF
S RESPODENTS E

1 2 3 4 total

design
Use friendly

4 2 11

23% 12% 65% 100%

brand

INTERPRETATION: It is understood that, majority of the respondents i.e., 65% of the respondents preferred Nokia mobiles due to its brand image and next majority, i.e. 23% of the respondents preferred it due to its design.

TABLE – 2 TABLE SHOWING THE USERS ON THE BASIS OF GENDER SERIAL PARTICULAR NO. OF PERCENTAG NUMBER S USERS E male 1 9 53% 2 total

Gender of the users

female

8

47%
100%

INTERPRETATION : It is inferred that 53% of the users are male and 47% of the users are female. Hence the male users are more than female users TABLE – 6 TABLE SHOWING THE SATISFACATION LEVEL OF NOKIA SERIAL NUMBER ATTRIBUTES Bran PERCENTAG d E Highly 1 7 41% satisfied Satisfied 2 8 47% Dissatisfied 3 2 12% TOTAL

17
Pric e

100%
PERCENTAG E

SERIAL NUMBER ATTRIBUTES 1 2 3
Highly satisfied Satisfied Dissatisfied TOTAL

3 11 13

18% 65% 17% 100%

SERIAL NUMBER ATTRIBUTES 1 2 3
Highly satisfied Satisfied Dissatisfied TOTAL

Varie ty

PERCENTAG E

5 6 6 17

29% 35% 36% 100%

Interpretation: It is understood that the users of Nokia mobiles are quite satisfied with the brand image of Nokia and with its pricing strategies, but dissatisfied with the varieties. R ANK DESIG N USER FRIENDLY BRAN D

3 2 1

9 4 4

8 7 2

11 2 4

TOOL OF ANALYSIS: Weighted Average

X=€wx/€w
REASON DESIGN USER BRAND WEIGHTED AVERAGE 39/6=6.5 40/6=6.6 41/6=6.8 RANK 3 2 1

SUGGESTIONS
• TV advertisements can be renewed explaining the product feature and aggressive marketing will help the company. • Awareness of the product is less among the people. So, the company may take several steps to create such awareness regarding its values to the customers. • The company can adopt new strategies and policies to overcome the competition.

CONCLUSION

Gaining and maintaining consumer preference is a battle that is never really won. Continued and consistent branding initiatives that reinforce the consumer’s purchase decision will, over time, land the product in consumer preference sets. Attaining and sustaining preference is an important step on the road to gaining brand loyalty. Most of the consumers prefer Nokia mobiles in Wembley, due to its strong brand image, and the main factor forcing the customers to buy Nokia mobiles is advertisements through the print and electronic media.

LONDON SCHOOL OF SCIENCE AND TECHNOLOGY WEMBLEY ,UNITED KINGDOM

A MARKETING PROJECT REPORT ON NOKIA MOBILE

SUBMITTED BY: KALPANA KANDEL STUDENT ID. NUMBER:-9007004 APDMS PROGRAM LONDON SCHOOL OF SCIENCE AND TECHNOLOGY

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