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PROJECT REPORT

CUSTOMER SATISFACTION ON NOKIA


MULTIMEDIA CELLPHONES

Mrs. Sonu Sehgal


Faculty

Submitted in Partial Fulfillment of the


Requirements of MBA Program of
INSTITUTE OF MANAGEMENT STUDIES, BADDI

Affiliated to HPU, SHIMLA


SUBMITTED TO: -

SUBMITTED BY:-

DEPARTMENT OF BUSINESS
ADMINISTRATION, IMS
BADDI (H.P.)

PANKAJ KUMAR
ROLL.NO.-83/08
UNI. ROLL.NO.-966
MBA IVth SEM.
IMS BADDI (H.P.)

CERTIFICATE

It gives me immense pleasure to certify that Ms. YOGITA, MBA IVth semester
has worked under my supervision and guidance for the completion of present
study.

The data and the information used in this project to the best of my knowledge is
original authentic and directly obtained from.

I wish him all success in his future career.

Ms Gurmeet Kaur
Faculty
Institute of Management Studies

May, 2010

I am obliged to my guide, my friends and on top my respondents for having faith


on me in conducting research. Well special thanks to my god for his kind and
generous blessings on me.

Yogita
Roll-293563
MBA-Final

ACKNOWLEDGEMENT

With immense pleasure I do express my heartily appreciation to all those who have
contributed a lot to this research report explicitly and implicitly. I wish to express
my thankfulness to Mrs. Sonu Sehgal, Lecturer, Institute of Management
Studies, Baddi for providing opportunity to work on this research work. I would
like to pay my gratitude to him for kind support to understand the concepts and
valuable guidance to complete this research work.
I specially thankful to Prof. O. N. Kapoor, Head of
the Department , Institute of Management Studies, Baddi & my friends who
helped me at each and every step in my project. Its also by the blessing of all who
are concerned with me that I am able to complete this research report for the partial
fulfillment of my course.

YOGITA
MBA IV t h SEM

TABLE OF CONTENTS
Sr. No.

Contents
Certificate

Page No.
2

Preface

3
4

Chapter-I

Chapter-II
Chapter-III
Chapter-IV

Chapter-V
Chapter-VI
Chapter-VII
Chapter-VIII
Chapter-IX

Acknowledgement
Introduction
i. Company profile
ii. Marketing Mix of Nokia
iv. Marketing Principles of Nokia
v. SWOT Analysis of Nokia
Review of Literature
Need , Scope and Objectives of study
i. Need and scope of study
ii. Objectives of the Study
Research Methodology
i. Research Methodology
ii. Instruments used in Research
iii. Methods of Data Collection
iv. Research Design
v. Sample Design
vi. Sampling Unit
vii Sample Size
Data Analysis and Interpretation
Findings, Recommendations and
Limitations of Study
Conclusion
Bibliography
Annexure

4
6-26
7-12
13-23
24
25-26
27-31
32-34
33
34
35-39
36
37
38
38
38
39
39
40-57
58-61
62-63
64-65
66-69

CHAPTER-I: INTRODUCTION

I.

COMPANY PROFILE:

Nokia is engaged in the manufacturing of mobile devices and in converging


Internet and communications industries, with 128,445 employees in 120 countries,
sales in more than 150 countries and global annual revenue of EUR 50.7 billion
and operating profit of 5.0 billion as of 2008.It is the world's largest manufacturer
of mobile telephones: its global device market share was about 37% in Q1 2009,
down from 39% in Q1 2008 and unchanged from Q4 2008.Nokia produces mobile
devices for every major market segment and protocol, including, CDMA, and WCDMA (UMTS). Nokia offers Internet services that enable people to
experience music, maps, media, messaging and games. Nokia's subsidiary Nokia
Siemens Networks produces telecommunications network equipment, solutions
and services. The company is also engaged in providing digital map information
through its wholly-owned subsidiary Navteq.

Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications


equipment manufacturers. With headquarters in Keilaniemi of Espoo, Finland, this
Finnish telecommunications company is best known today for its leading range of
mobile phones. Nokia also produces mobile phone infrastructure and other
telecommunications equipment for applications such as traditional voice telephony,
ISDN, broadband access, professional mobile radio, voice over IP, wireless LAN
and a line of satellite receivers.
Nokia provides mobile communication equipment for every major market and
protocol, including GSM, CDMA, and WCDMA.
In the 1970s Nokia became more involved in the telecommunications industry by
developing the Nokia DX 200, a digital switch for telephone exchanges. In the
1980s, Nokia offered a series of personal computers called MikroMikko [1],
however, these operations were sold to International Computers, Ltd. (ICL), which
was later merged with Fujitsu-Siemens AG. Nokia also began developing mobile
phones for the NMT network; unfortunately, the company ran afoul of serious
financial problems in the 1990s and streamlined its manufacturing of mobile
phones, mobile phone infrastructure, and other telecommunications areas,
divesting itself of other items, such as televisions and personal computers.

In 2004, Nokia resorted to similar streamlining practices with layoffs and


organizational restructuring, although on a significantly smaller scale. This,
however, diminished Nokia's public image in Finland, and produced a number of
court cases along with, at least, one television show critical of Nokia.
Recently, Nokia joined other mobile phone manufacturers to embrace Taiwanese
Original Device Manufacturers. Nokia signed a contract with BenQ, a Taiwanese
Original Device Manufacturer, to develop three high-end mobile phones, which are
scheduled to retail by the end of 2005.

Nokia in the Region of Asia Pacific:

A leading player in mobile communications in the Asia Pacific, Nokia first started
operations in the region in the early 1980s. It has since established a leading brand
presence in many local markets, and business has expanded considerably in all
areas to support customer needs and the growth of the telecommunications industry
in the region.
Nokia's regional treasury center - Nokia Treasury Asia - operates out of Singapore
as an in-house bank for Nokia subsidiaries in the Asia Pacific region, while Nokia
Research Centre - the corporate research unit - has offices in Japan and China.
Nokia also manufactures products out of three major facilities in Masan, Korea,
and Beijing and Dongguan in China.
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.
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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 focus 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 continue 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
are also a leading provider of broadband access and TETRA networks for
professional users in the public safety and security sector.
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.

Vision and strategy:

Our promise is to help people feel close to what is important to them. Nokia is a
consumer led company. There is a progressive and continuous increase in
consumer involvement with technology and communications globally.
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People are broadening their modes of communication to include the web and,
social networks are becoming central to how people communicate.
People want to be truly connected, independent of time and place, in a way that is
very personal to them. And, Nokias promise is to connect people in new and better
ways.
Nokias strategy is to build trusted consumer relationships by offering compelling
and valued consumer solutions that combine beautiful devices with context
enriched services.

Objectives:

To set up a new brand image for Nokias mobile phone: Creative and
Trendy.
To meet the needs of the niche: Young and Rich customers who are pursuing
stylish lifestyle.
To maximize current profit.
To lead the mobile phone market with innovative and modern new products.

Group Executive Board:

Olli-Pekka Kallasvuo
President and CEO of Nokia Corporation
Esko Aho
Executive Vice President, Corporate Relations and Responsibility
Robert Andersson
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Executive Vice President, Devices Finance, Strategy and Sourcing


Simon Beresford-Wylie
Chief Executive Officer, Nokia Siemens Networks
Timo Ihamuotila
Executive Vice President, Sales
Hallstein Moerk
Executive Vice President, Human Resources
Richard A. Simonson
Executive Vice President, Chief Financial Officer
Anssi Vanjoki
Executive Vice President, Markets
Dr. Kai istm
Executive Vice President, Devices

Production units:
Networks technology
China
Finland
Germany
India

Mobile devices and technology


Brazil
China
Finland
Great Britain
Hungary
India
Mexico
Romania
South Korea

II. MARKETING MIX OF NOKIA:


Nokia Corporation manufactures mobile devices principally based on global
system for mobile communications, code division multiple access (CDMA), and
wideband CDMA (WCDMA) technologies. The company operates in three
divisions: Multimedia, Enterprise Solutions, and Networks. The Multimedia
division focuses on bringing connected mobile multimedia to consumers in the
form of advanced mobile devices, including 3G WCDMA mobile devices and
solutions. The Enterprise Solutions division enables businesses and institutions
extend their use of mobility from mobile devices for voice and basic data to secure
mobile access, content, and applications. Its solutions include business-optimized
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mobile devices for end users, a portfolio of Internet portfolio network perimeter
security gateways, and mobile connectivity offerings.
The Networks division provides network infrastructure, communications, and
networks service platforms and professional services to operators and service
providers. Nokia connects people to each other and the information that matters to
them with mobile devices and solutions for voice, data, imaging, games,
multimedia, and business applications. The company also provides equipment,
solutions, and services for its operator and enterprise customers. It sells its mobile
devices primarily to operators, distributors, independent retailers, and enterprise
customers worldwide. Nokia Corporation is based in Espoo, Finland.

PRODUCT:
Historically, the thinking was: a good product will sell itself. However there are no
bad products anymore in today's highly competitive markets. Plus there are many
laws giving customers the right to send back products that he perceives as bad.
Therefore the question on product has become: does the organization create what
its intended customers want? Define the characteristics of your product or service
that meets the needs of your customers.

Functionality:
Quality
Appearance

Packaging

Brand

Service

Support

Warranty

Products of Nokia:
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Mobile phones
Classic series The Mobira series
Original series
10009000 series
Nokia 2000 series Basic series
Nokia 3000 series Expression series
Nokia 5000 series Active series
Nokia 6000 series Classic Business series
Nokia 7000 series Fashion and Experimental series
Nokia 8000 series Premium series
Nokia 9000 series Communicator series (discontinued)
Special function phones
Nokia Eseries Enterprise series
Nokia Nseries Multimedia Computer series
Nokia N-Gage Mobile gaming devices (discontinued)
Vertu Luxury phones
Cardphones (PCMCIA)
Concept phones
Other products
Digital television
ADSL modems
WLAN products
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Telephone switches
GPS products
TETRA
Internet tablets

Some of the Products that Nokia offers to


Customers are:

Nokia N90 Nokia 9300

Nokia 7710
Nokia 8800

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Nokia 7280

Nokia 7270

Nokia 6822

Nokia 6681

Nokia 6680

Nokia 6670

Nokia 6630

Nokia 6260

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Nokia 6230i

Nokia 6255

Nokia 6235
Nokia 3230

New Products Launching & Operating Highlights:


The Mobile Phones business group increased its consumer offering during the
quarter with the introduction of new models in a range of form factors and designs.
Highlights include:
Nine new GSM models, including the Nokia 6280, our first mid-range
WCDMA/3G phone.
Four new CDMA models, growing our mid-range offering in CDMA.
Premium category devices: the Nokia 8800 and Nokia 8801 stainless steel
slide phones.
The Nokia 6270 slide phone: one of two new models with 2 mega pixel
cameras.
The Nokia 5140i camera phone: Nokia's first mobile device to comply with
upcoming EU environmental legislation.
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Two entry-level mobile phones, the Nokia 1110 and Nokia 1600, each
offering technological features designed to reduce the total cost of
ownership for users.

PRICE:

List Price:
Discounts

Financing

Leasing Options

Allowances.

Market-Skimming Pricing:
Set a high price
Skim the maximum revenue
Decrease the price gradually
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Initially we will set a high price around $1200, gradually decrease and
replaced by a newer model
Maintain a high profit margin

Model

Price Approx in Rs

Nokia 3230

Rs.15,000

Nokia 7610

Rs.16,000

Nokia 6230

Rs.12,000

Nokia 6630

Rs.22,000

Nokia 9300

Rs.28,000

Nokia 3660

Rs.11,000

Nokia 1100

Rs.3500

Nokia 6610

Rs.6000

Prices of the most selling mobile phones of Nokia in the Market

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PLACE:

Nokia products are available in whole over the world. This refers to the chosen
outlets for a product or service, for a product to be very successful it must be easy
to access, Mobile phones are very easy to access nowadays, they are sold
in supermarkets, specialized outlets (either by network or brand) and all major
department stores.

Locations:
Logistics
Channel members

Channel Motivation

Market Coverage

Service Levels

Internet

Accessibility

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PROMOTION:
How are the chosen target groups informed or educated about the organization and
its products? This includes all the weapons in the marketing armory - advertising,
selling, sales promotions, Public Relations, etc. While the other three P's have lost
much of their meanings in today's markets, Promotion has become the most
important P to focus on.

Advertising:
Front Line Service
Public Relations
Message
Direct Sales
Sales
Media
Budget

Types of advertisement:

Printed advertisement
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Goal: to create a new reason to buy our new cell phone


Focus on masculine and feminine magazine, etc
o Car
o Audio/Video products
o Cosmetics
o Fashion
Online - Advertisement
Bid on cell-phone before the launch of our product
TV advertisement
Demonstrate its outlook and style
Encourage people to bid our product online
Road show advertisement.
Objective: raise awareness of mass people
Large banner and poster in shopping district
Urge people to experience new product at place of selling.

PEOPLE:
All people directly or indirectly involved in the consumption of a service are an
important part of the extended marketing mix. Knowledge Workers, Employees,
Management and other Consumers often add significant value to the total product
or service offering.
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PROCESS:
Procedure, mechanisms and flow of activities by which services are consumed
(customer management processes) are an essential element of the marketing
strategy.
Nokia has rapidly moved from functionally oriented organization to a business
process oriented mode, and our information systems have not followed the change
as fast as they should. To fill the gap, IM organization must learn and implement
working methods which enable the creation of business process oriented
information systems. To satisfy these business needs, Nokia has introduced a new
development approach for information systems development. These processes have
been created and tested during the SPI.
In 1996, the starting point of software engineering practices in Nokia Mobile
Phones/Information Management was that there were no clearly defined processes
to guide the software development according to the business needs. Requirement
analysis was usually done with an ad-hoc style without a pre-defined process. For
the technical design and implementation, there was a first version of project
manual to follow.
Technical environment from IT point of view at Nokia is great. Markets leading
brands are utilized in every part of the company and personnels skill level is high
in technical issues. In the SPI project, ICL ltd was selected as the vendor to provide
a consulting point of view and to deliver their skills for business analysis and
requirements specification areas.
Business environment in telecommunication industry is fast moving and quite
young, which means big challenges for information management: timing is crucial.
Because of the changing environment, also organization is changing rapidly.
Change is an everyday phenomenon at Nokia, which helps a lot when changing
working practices as a part the SPI. Skill set needed for the business and
requirements analysis and other parts of the SPI is different from the technical
expertise so common at Nokia. In order to succeed, some time for training was
reserved during the SPI.
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The technical target environment for the SPI included a R/3 based standard
package as the baseline project environment, a CASE tool to support the IM
Process and an intranet environment where the results were shared.

III. MARKETING PRINCIPLES OF NOKIA:


There are many priorities within a business, but in a marketing orientated company
like Nokia, many of the following principles will be high on the agenda:
5. Making satisfactory progress: Organizations need to make sure that their
product is developing along with the market, if a product is developing well, then
income should increase, if not then the marketing strategy should be revised.
6. Be aware of the environment: An organization should always know what is
happening within their designated market, if it is changing, saturation,
technological advances, slowing down or rapidly growing, being up to date on this
is essential for companies to survive.

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IV. SWOT ANALYSIS OF NOKIA


Strengths:
Nokia has largest network of distribution and selling as compared to other mobile
phone company in the world. It is backed with the high quality and professional
team in the HRD Dept. The financial aspect is very strong in case of Nokia as it
has much more profitable business. The product being user friendly and have all
the accessories one want that is why is in great demand making it No-1 selling
mobile phones in the world. Nokia provides wide range of products for all class.
The re-sell value of Nokia phones are high compared to other companys product.
Weakness:
Nokia has many strengths and some weakness. Some of the weakness includes the
price of the product offered by the company. Some of the products are not user
friendly. Not concern about the lower class of the society people. Not targeting
promotion toward them. The price of the product is the main issue. The service
centers in India are very few and scare.

Opportunity:
Nokia has ample of opportunity to expand its business. With the wide range
in products, features and different price range for different people, it has an
advantage over the competitors around. With the opportunity like Telecom
penetration in India being at the peak time, Nokia has an opportunity to increase
its sales as well as the market share. As the standard of living in India has increased
the purchasing power of the people as increased as well, so Nokia has to target
right customer at right time to gain the most out of the situation.
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Threats:
Nokia has many threats to tackle to maintain its position as market leader.
The threats like emerging of other mobile companies in the market. The companies
like Samsung, Motorola, Sony Eriksson, Cingular (U.S) etc. these companies have
come to the stand of tough competition with Nokia in the field of Mobile Phones.
Threats can be like providing cheap phones, new features, new style and type,
good after sales service etc. So, Nokia has to keep in mind the growing
competition around. Nokia has to make strategies to tackle problems in the present
and the near future. The growing demand of WLL network can cause drop in sales
for Nokia, as Nokia provides many less CDMA phones to the customer.
STRENGTH

OPPORTUNITIES

-The Leader in the Industry

-Close cooperation with Suppliers and


Intermediaries

-Strong Financial Support for


Investment
-Strong R&D Unit

-Tax Reduction
-New Demand Created From the
Advancement of Technology

-Strong Customers Relation


WEAKNESS

THREATS

-Lack of Innovation

-Keen and Strong Competitors

-Human Resources Management

-Saturation in Current Market


-Challenges of Continuous
Technological Development

CHAPTER-II: REVIEW OF LITERATURE

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REVIEW OF LITERATURE:
A customer may be defined as someone who:
has a direct relationship with, or is directly affected by your company and
Receives or relies on one or more of your age companys services or
products.
Customers in human services are commonly referred to as service users,
consumers or clients. They can be individuals or groups. An organization with a
strong customer service culture places the customer at the centre of service design,
planning and service delivery. Customer centric organizations will:
determine the customers expectations when they plan,
listen to the customer as they design,
focus on the delivery of customer service activities,
Value customer feedback when they measure performance.

Why is it important?
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There are a number of reasons why customer satisfaction is important in Insurance


Sector:
Meeting the needs of the customer is the underlying rationale for the
existence of community service organizations. Customers have a right to
quality services that deliver outcomes.
Organizations that strive beyond minimum standards and exceed the
expectations of their customers are likely to be leaders in their sector.
Customers are recognized as key partners in shaping service development
and assessing quality of service delivery.

Several theories of relationship marketing propose that customers vary in their


relationships with a firm on a continuum from transactional to highly relational
bonds. Few empirical studies have segmented the customer base of an organization
into low and high relational groups to assess how evaluations vary for these
groups. Using structural equation analysis, the authors analyze the relationships of
satisfaction, trust, and commitment to component satisfaction attitudes and future
intentions for the customers of a New York off-Broadway repertory theatre
company. For the low relational customers (individual ticket buyers and occasional
subscribers), overall satisfaction is the primary mediating construct between the
component attitudes and future intentions. For the high relational customers
(consistent subscribers), trust and commitment, rather than satisfaction, are the
mediators between component attitudes and future intentions.

Assessing the Effects of Quality, Value, and Customer Satisfaction on


Consumer Behavioral Intentions in Service Environments
Florida State University
MICHAEL K. BRADY
Boston College
G. TOMAS M. HULT
Florida State University
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The following study both synthesizes and builds on the efforts to conceptualize the
effects of quality, satisfaction, and value on consumers behavioral intentions.
Specifically, it reports an empirical assessment of a model of service encounters
that simultaneously considers the direct effects of these variables on behavioral
intentions. The study builds on recent advances in services marketing theory and
assesses the relationships between the identified constructs across multiple service
industries. Several competing theories are also considered and compared to the
research model. A number of notable findings are reported including the empirical
verification that service quality, service value, and satisfaction may all be directly
related to behavioral intentions when all of these variables are considered
collectively. The results further suggest that the indirect effects of the service
quality and value constructs enhanced their impact on behavioral intentions.
Engel, J. F., R. D. Blackwell, et al. (1995). Consumer Behavior. Forth Worth,
Dryden Press.

Under the Supervision


of
PREFACE
28

Now-a-days having a cell phone is became a necessity of life because due to the
advancements in the telecommunication sector and mobile telephony it has become
possible that every individual is utilizing such services. My present study is about
the Nokia multimedia cell phones because Nokia cell phones are most selling and
most demanded so my project report Customer Satisfaction on Nokia
Multimedia Cell phones tries to find out the factors which makes Nokia most
demanding because it is having the largest market share among all players in
mobile phone manufacturing. Meanwhile I have tried to ascertain the overall
satisfaction level of customers using Nokia multimedia cell phones.
For my research purpose I have used a questionnaire which was prepared very
carefully and made a survey of Bilaspur and Solan districts of H.P. I have filled
this questionnaire from 100 respondents. I hope this report Customer
Satisfaction on Nokia Multimedia Cell phones will prove beneficial for the
readers.
Fredrik Idestam, founder of Nokia.
The Nokia House, Nokia's head office located by the Gulf of
Finland in Keilaniemi, Espoo, was constructed between 1995 and 1997. It is the
workplace of more than 1,000 Nokia employees.
Type :
Public Oyj (OMX: NOK1V,NYSE: NOK, FWB:NOA3)
Founded:
Tampere, Finland (1865) incorporated in Nokia (1871)
Founder:
Fredrik Idestam
Headquarters: Espoo, Finland
Area served:
Worldwide
Industry:
Telecommunications
Internet
Computer software
Nokia has sites for research and development, manufacture and sales in many
countries throughout the world. As of December 2008, Nokia had R&D presence
in 16 countries and employed 39,350 people in research and development,
representing approximately 31% of the group's total workforce. The Nokia
Research Center, founded in 1986, is Nokia's industrial research unit consisting of
about 500 researchers, engineers and scientists. It has sites in seven countries:
Finland, China, India, Kenya, Switzerland, the United Kingdom and the United
States. Besides its research centers, in 2001 Nokia founded (and owns) INdT
Nokia Institute of Technology, a R&D institute located in Brazil. Nokia operates a
total of 15 manufacturing facilities located at Espoo, Oulu and Sal,
Finland;Manaus,
Brazil; Beijing, Dongguan
and Suzhou,
China;
Farnborough, England; Komrom, Hungary; Chennai, India;Reynosa,
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Mexico; Jucu, Romania and Masan, South Korea. Nokia's Design Department
remains in Salo, Finland.
The name of the town, Nokia, originated from the river which flowed through the
town. The river itself, Nokianvirta, was named after the archaic Finnish word
originally meaning a small, dark-furred animal that lived on the banks of the
Nokianvirta river. In modern Finnish, noki means soot and nokia is its inflected
plural, although this form of the word is rarely if ever used. The old
word, nois (pl. nokia) or nokint ("soot marten"), meant sable. After sable was
hunted to extinction in Finland, the word was applied to any dark-furred animal of
the genus Martes, such as the pine marten, which are found in the area to this day.
Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the
banks of Nokia rapids. Finnish Rubber Works established its factories in the
beginning of 20th century nearby and began using Nokia as its brand. Shortly after
World War I Finnish Rubber Works acquired Nokia wood mills as well as Finnish
Cable Works, a producer of telephone and telegraph cables. All three companies
were merged as Nokia Corporation in 1967. The name Nokia originated from the
river which flowed through the town of the same name (Nokia).
Nokia's regional corporate headquarters is located at Alexandra Techno park in
Singapore. As the regional hub for Nokia, it is a base from which over 700 staff
provide leading-edge technology, product and solutions support to the 20 diverse
markets and Nokia offices in the Asia Pacific.
How much are the intended customers willing to pay? Here we decide on a pricing
strategy - do not let it just happen! Even if you decide not to ask (enough) money
for a product or service, you must realize that this is a conscious decision and
forms part of the pricing strategy. Although competing on price is as old as
mankind, the consumer is often still sensitive for price discounts and special offers.
Price has also an irrational side: something that is expensive must be good.
Permanently competing on price is for many companies not a very sensible
approach.
Available at the right place, at the right time, in the right quantities? Some of the
recent major changes in business have come about by changing Place. Think of the
Internet and mobile telephones.
1. Customer satisfaction: Market research must be used to find out whether
customers' expectations are being met by current products or services.
2. Customer perception: This is based on the images consumers have of the
organization and its products, this can be based on; value for money, product
quality, fashion and product reliability.
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3. Customer needs and expectations: This is anticipating future trends and


forecasting for future sales. This is vital to any organization if they wish to keep
their entire current market share and develop more.
4. Generating income or profit: This principle clearly states that the need of the
organization is to be profitable enough to generate income for growth and to satisfy
stakeholders in the business. Although satisfying the customer is a big part of
a companys plans they also need to take into account their own needs.

Customer satisfaction refers to how satisfied customers are with the products or
services they receive from a particular c0mpany. The level of satisfaction is
determined not only by the quality and type of customer experience but also by the
customers expectations.
31

The Different Roles of Satisfaction, Trust, and Commitment in Customer


Relationships, by Ellen Garbarino and Mark S. Johnson 1999 American
Marketing Association.
J. JOSEPH CRONIN, JR.
The paramount goal of marketing is to understand the consumer and to influence
Buying behaviour. One of the main perspectives of the consumer behaviour
research analyses buying behaviour from the so-called information processing
perspective" (Holbrook and Hirschman 1982). According to the model,
customer decision-making process comprises a need-satisfying behaviour and a
wide range of motivating and influencing factors. The process can be depicted in
the following steps (Engel, Blackwell et al. 1995):
Need recognition- realization of the difference between desired situation and the
current situation that serves as a trigger for the entire consumption process.
Search for information - search for data relevant for the purchasing decision,
both from internal sources (one's memory) and/or external sources.
Pre-purchase alternative evaluation - assessment of available choices that can
fulfill the realized need by evaluating benefits they may deliver and reduction of
the number of options to the one (or several) preferred.
Purchase - acquirement of the chosen option of product or service. Life cycle
approaches to sustainable consumption, AIST
Consumption - utilization of the procured option.
Post-purchase alternative re-evaluation - assessment of whether or not and to
what degree the consumption of the alternative produced satisfaction.
Divestment - disposal of the unconsumed product or its remnants.
Besides the information processing perspective, marketing analyses consumer
behaviour by employing a psychologically grounded concept of attitudes.
(Balderjahn 1988; Ronis, Yates et al. 1989; Luzar and Cosse 1998). It is consumer
attitudes that are usually named as the major factor in shaping consumer behaviour
and a wealth of studies is available on the topic of how attitudes can predict
behaviour.

32

With the advancement of the telecommunication sector the demand for the cell
phones is increasing day by day. The different multinational and national
companies are providing cell phone products like Nokia, Samsung, Siemens, LG,
Sony Ericson, Motorola, Micromax etc. but Nokia among all is the market leader
33

in cell phones market having 37.2% market share, Motorola having 17.3% market
share, Samsung having 9.8% market share, Siemens having 8.5% market share and
Sony Ericson having 5.2% market share.
In this present study of Nokia
multimedia cell phones, I have gathered information about the product profile,
company, current market position, and market share & customer response towards
the Nokia cell phone products. Because Nokia is the most selling brand in cell
phones market so my project on Customer Satisfaction on Nokia Multimedia
Cell phones tries to find out the factors which makes Nokia most demanding
because it is having the largest market share among all players in mobile phone
manufacturing. Meanwhile I have tried to ascertain the overall satisfaction level of
customers using Nokia cell phones.
This study involves a market survey of Bilaspur and Solan districts of H.P. so the
scope of study is limited because it involves the survey of a limited geographical
area and cant be considered for whole nation collectively. But it tries to find out
the different factors which may be much beneficial for the company to analyze its
customers, what they demands or expect from the company so in the last certain
recommendations are given for the company. Company can analyze these
recommendations and should take necessary steps to satisfy its customers and to
formulate new strategies to take advantage over competition.
The Primary Data that I collected were the first hand information which I received
through personal interviews with the consumers and through questionnaires. This
data gave the most vital information for making my analysis of Nokia customers.
The data regarding this research was collected with the help of questionnaire
(given in the annexure). The questionnaire which was used prepared very
carefully. They proved to be effective in collecting relevant data.
Secondary data involved in my research were the information that I collected
through the various broachers and pamphlets of company and collected from
internet.
The research design which has been used in the project report is Descriptive
research design. This project report includes the data collection with the help of a
questionnaire and data analysis by using percentage and interpretation by using
bar and pie charts.
The sample design which has been use in this project report is simple random
sampling but the data is collected from only those respondents which are
Nokia users.

34

A decision has to be taken concerning a sample unit before selecting the number of
samples. It may be geographical as well as individual. Here Bilaspur and Solan
districts of H.P. have been taken as a geographical unit and different people as an
individual unit.
Here sample size means total number of respondents which were 100 respondents.
The respondents taken here are Nokia Multimedia cell phone users.

Inference- This pie chart is showing that 100% respondents say that Nokia cell phones are
modern.

35

Inference- This pie graph shows that 72% respondents say that Nokia cell phones are most
preferred while 28% respondents say that Nokia cell phones are less preferred.

Inference- This pie chart is showing that 58% respondents say that Nokia cell phones are less
expensive while 42% respondents say that Nokia cell phones are more expensive.

36

Inference- This pie chart is showing that 75% respondents say that Nokia cell phones are more
trusted while 25% respondents say that Nokia cell phones are less trusted.

37

AND LIMITATIONS OF STUDY

38

39

CHAPTER-VII: CONCLUSION
40

41

CHAPTER VIII: BIBILIOGRAPHY

42

CHAPTER-IX: ANNEXURES

43

ANNEXURE
Questionnaire
Sr. No..
I am Pankaj Kumar a student of MBA Course of Institute of Management Studies (BADDI)
conducting a survey for my Project Report on Customer Satisfaction on Nokia Multimedia
Cell Phones is part of our course curriculum. I would be grateful to you if you spare some of
your precious time with me for filling this questionnaire. The answers provided by you would be
kept confidential. This questionnaire is purely for educational & research purpose.

CHAPTER-III: NEED, SCOPE AND


OBJECTIVES OF STUDY

I.

NEED AND SCOPE OF STUDY:

44

II. OBJECTIVES OF THE STUDY


To find out and analyze the overall satisfaction level of Customers using
Nokia multimedia cell phones.
To study and analyze the brand image and brand positioning of Nokia
among customers.
To find out and analyze customer perception towards auxiliary
services offered by Nokia.
To identify the promotional programmes and advertisements of Nokia for
marketing the product.

45

46

CHAPTER-IV: RESEARCH METHODOLOGY


I.

RESEARCH METHODOLOGY

Research in common language refers to a search for knowledge. Research is a


scientific and systematic search for pertinent information on a specific topic. In
fact, research is an act of scientific investigation. Research methodology is a
scientific way to solve research problems. In it we study the various steps that are
generally adopted by the researchers in studying their research problems. It is
necessary for the researchers to know not only research methods/ techniques but
also methodology. The scope of research methodology is wider than those research
methods.
The research process consists of a series of closely related activities. At times, the
first step determines the nature of the last step to be undertaken. Why a research
study has been undertaken. Why a research study has been undertaken, how the
research problem has been defined, in what way and why the hypothesis has been
formulated, what data has been collected and what particular method has been
adopted and a host of similar other question are usually answered when we talk of
research methodology concerning a research problem or study.
The research is based upon facts, reliable data and other environment situations. It
is descriptive research study where focus is on the following topics:

TOOLS AND INSTRUMENTS USED FOR THE STUDY:


It is necessary for a researcher to define conceptual structure which research
would be conducted. The function of research design is to provide for the
collection of relevant evidence with minimal expenditure of efforts, time and
money. In this research the research design was as follows:

I.

PROCEDURE OF DATA COLLECTION

Data compilation is an intermediate stage between data collection and analysis.


Data compilation involves classification and summarization in order to make data
amenable to analysis.
In dealing with any problem, once the sample has been selected the data must be
collected from the sample population. There are several ways of collecting
47

appropriate data which differ considerably in context of money cost, time and other
resources. They can be broadly classified in to two categories.
Two sources to collect data are namely:
i.

primary source

ii.

secondary source

II.

PRIMARY SOURCE OF COLLECTING DATA

III. QUESTIONNAIRE TECHNIQUE


The method of collecting data mailing and personally distributing questionnaire to
the respondents is the most extensively employed technique in various economical
surveys. This method is quite popular, particularly in case of big inquiries. A
typical questionnaire consists of a number of questions arranged and printed in
definite order on a form or a set of forms. The questionnaire is given to the
respondents who are expected to read and understand the questions and write the
response in the given space meant for the purpose in the questionnaire.

The merits of questionnaire:


The respondents have adequate time to give well thought out responses.
It is free from being bias because every respondents thing is diverse.
It is a low cost method.
Large samples can make use of and thus making the results generally, more
dependable and reliable.

The demerits of questionnaire:


It is difficult to know whether willing respondents are truly representative.
48

This method is likely to be the slowest of all


The control over the questionnaire may be lost once it is distributed.
It can be used only when the respondents are educated and cooperative

IV. SECONDARY SOURCE OF DATA COLLECTION:


V.

RESEARCH DESIGN:

VI. SAMPLE DESIGN:

VII. SAMPLING UNIT:


VIII. SIZE OF SAMPLE:

49

CHAPTER-V: DATA ANALYSIS AND INTERPRETATION

50

I. DATA ANALYSIS AND INTERPRETATION


1.

How did you know about the Nokia cell phone products?
a

From Advertisements

(c) From Retail Shops

(b) From Friends


(d) From other sources

CHOICES

RESPONSE

PERCENTAGE

From Advertisements
From Friends
From Retail Shops
From other sources

55
22
15
8

55%
22%
15%
8%

TOTAL

100

51

Inference- This question shows the sources of information from where respondents came
to know about Nokia. This graph is showing that maximum i.e. 55% respondents collected
information from advertisements, 22% respondents from friends, 15% respondents from retail
shops and 8% respondents know about Nokia from other sources.

2. From when you are using a Nokia multimedia cell phone?


(a) Less than 1 year

(b) 1 to 3 years

(c) 3 to 5 years

(d) More than 5 years

CHOICES

RESPONSE

PERCENTAGE

Less than 1 year


1 to 3 years

18

18%

30

30%

3 to 5 years
More than 5 years

42

42%

10

10%

TOTAL

100

52

Inference- This question shows the time period of respondents as a Nokia customer or from
which time they are using a Nokia Multimedia cell phone. This graph shows that maximum i.e.
42% respondents are user of Nokia from last 3 to 5 years, 30% respondents are user of Nokia
from last 1 to 3 years, 18% respondents are user of Nokia from less than last 1 year and 10%
respondents are user of Nokia from more than last 5 years.

3. According to you Nokia provides a wide range of multimedia cell phones?


(a ) Yes
CHOICES
Yes
No
TOTAL

(b) No
RESPONSE
95
5
100

PERCENTAGE
95%
5%

53

Inference- This pie chart shows that 95% respondents say Yes means that Nokia
provides a wide range of multimedia cell phones while 5% respondents say No.

4. According to you price range of Nokia multimedia cell phones is-

CHOICES
Economical
Expensive

(a) Economical

(b) Expensive

(c) Cheaper

(d) cant say


RESPONSE
67
15

PERCENTAGE
67%
15%

54

Cheaper
cant say
TOTAL

8
10
100

8%
10%

Inference- This question is important to know about customer perception regarding price range
of Nokia multimedia cell phones because Nokia provides a price range of cell phones to cover
higher income level customer as well as lower income level customer because it depends upon
the customers willingness to pay for it. This graph is showing that 67% respondents say that it is
economical, 15% respondents say that it is expensive, 8% respondents say it is cheaper and 10%
respondents have no idea regarding price range of Nokia.
5. With the pricing strategy of Nokia, you are (a) Strongly satisfied

(b) Satisfied

(c) Neither satisfied nor unsatisfied

(d) Unsatisfied

(e) Strongly Unsatisfied


CHOICES

Strongly satisfied
Satisfied

RESPONSE
14
55

PERCENTAGE
14%
55%

55

Neither satisfied nor


unsatisfied
Unsatisfied
Strongly Unsatisfied
TOTAL

6%

20
5
100

20%
5%

Inference- This question shows the satisfaction level of customers with the pricing strategy of
Nokia. This graph shows that maximum i.e. 55% respondents are satisfied, 14% respondents are
strongly satisfied, 20% respondents are unsatisfied, 5% respondents are strongly unsatisfied
while 6% respondents are neutral with the pricing strategy.

6. Is it important for Nokia to provide price discounts on festivals or on special occasions?


(a) Extremely Important
(c) Somewhat Important

(b) Very Important


(d) Not very Important

(e) Not at all important


CHOICES

Extremely Important
Very Important
Somewhat Important

RESPONSE
44
32
12

PERCENTAGE
44%
32%
12%

56

Not very Important


Not at all important
TOTAL

4
8
100

4%
8%

Inference- This question uses the importance scale to know whether it is important to give price
discounts on festivals or special occasions because during this time people makes more
purchasing and sales of products can be increased through price discounts. This graph is showing
that 44% respondents say that it is extremely important, 32% respondents say that it is very
important, 12% respondents say it is somewhat important, 4% say not very important and 8%
respondents say not at all important.
7. According to you Nokia multimedia cell phones are easily available in your local market?
(a ) Yes
CHOICES

Yes
No
TOTAL

(b) No
RESPONSE
82
18
100

PERCENTAGE
82%
18%

57

Inference- This question shows the availability of Nokia products in local markets. This pie
chart shows that majority of respondents i.e. 82% say that Nokia cell phones are easily available
in their local market while 18% respondents say that these are not available in their local market.

8. From where you had purchased Nokia cell phone?


(a) Nokia Priority centre

(b) Local Retail store

(c) From other place


CHOICES

Nokia Priority centre


Local Retail store
From other place
TOTAL

RESPONSE
26
58
16
100

PERCENTAGE
26%
58%
16%

58

Inference- This question tells about the purchasing place of Nokia by customers who are
using Nokia cell phones. And this pie chart shows that majority of respondents i.e. 58% have
purchased Nokia cell phone from local store, 26% respondents have purchased from Nokia
priority centre while 16% respondents have purchased Nokia cell phone from other place.

9. Are Nokia care centers easily available in your nearby towns?


(a ) Yes
CHOICES
Yes
No
TOTAL

(b) No
RESPONSE
90
10
100

PERCENTAGE
90%
10%

59

Inference- This pie chart shows that 90% respondents say that Nokia care centers are easily
available in their nearby towns while 10% respondents say that Nokia care centers are not easily
available in their nearby towns.

10. What type of advertisement you like most in Nokia?


(a) Television advertisements

(b) Magazine & Newspaper advertisements

(c) Radio advertisements

(d) others

CHOICES
Television advertisements
Magazine & Newspaper
advertisements
Radio advertisements
others

RESPONSE
56
30

PERCENTAGE
56%
30%

4
10

4%
10%

60

TOTAL

100

InferenceThis graph is showing that majority of people like TV advertisements of Nokia which are 56%,
those who like magazine and newspaper advertisements are 30%, those who like radio
advertisements are 4% and 10% like other advertisements which may be hoardings, posters, wall
paintings etc.

11. Which personality is most admired by you in Nokia advertisements?


(a) Shah-Ruk-Khan

(b) Priyanka Chopra

(c) Any Other please specify..


CHOICES
Shah-Ruk-Khan
Priyanka Chopra
Any Other
TOTAL

RESPONSE
62
38
0
100

PERCENTAGE
62%
38%

61

Inference- This pie chart shows that 62% respondents like Shah-Ruk-Khan in Nokia
advertisements while 38% respondents like Priyanka Chopra in Nokia advertisements.

12. According to you after sale services of Nokia is(a) Excellent


CHOICES
Excellent
Good

(b) Good
RESPONSE
64
28

(c) Average

(d) Poor

PERCENTAGE
64%
28%

62

Average
Poor
TOTAL

6
2
100

6%
2%

Inference- This graph is showing that 64% respondents say that after sale services of Nokia are
excellent, 28% respondents say that after sale services of Nokia are good, 6% respondents say
that after sale services of Nokia are average and 2% respondents say poor.

13. According to you what makes Nokia a most trusted brand in cell phones market(a) Guaranty and warranty

(b) Strong battery back-up

(c) Easy availability of GPRS & WAP settings

(d) Better after sale services

(e) High quality of sound and camera

(f) other reasons please


specify--------------------

CHOICES
Guaranty and warranty
Strong battery back-up

RESPONSE
21
16

PERCENTAGE
21%
16%

63

Easy availability of GPRS & WAP settings


Better after sale services
High quality of sound and camera
other reasons
TOTAL

14
35
10
4
100

14%
35%
10%
4%

Inference- This question is important to know about the different factors which make Nokia
most trusted brand in cell phones-market. This graph is showing that the main factor is better
after sale services of Nokia which constitute 35%, second factor is the guaranty and warranty
which constitute 21%, third factor is the strong battery back-up which makes 16%, fourth factor
is easy availability of GPRS & WAP settings makes 14% and another factor is high quality of
camera and sound which makes 10% contribution to most trusted brand.
14. Rate your overall satisfaction level for Nokia multimedia cell phones?
(a) Excellent

(b) Good

(c) Average

(d) Poor

(e) Very Poor


CHOICES
Excellent
Good
Average
Poor
Very Poor

RESPONSE
62
24
10
3
1

PERCENTAGE
62%
24%
10%
3%
1%

64

TOTAL

100

Inference- This question is important to know the overall satisfaction level of Nokia customers.
This graph is showing that maximum 62% respondents rate their satisfaction level excellent,
24% respondents rate their satisfaction level good, 10% respondents rate their satisfaction level
average, 3% respondents rate their satisfaction level poor and 1% respondents rate their
satisfaction level very poor.
15. According to you Nokia multimedia cell phones are(Tick whichever is applicable)
Old Fashioned

or

Modern

Most Preferred

or

Less Preferred

More Expensive

or

Less Expensive

More Trusted
CHOICES

Old

RESPONSE
0

or
PERCENTAGE
0%

Less Trusted
CHOICES

Modern

RESPONSE
100

PERCENTAGE
100%

65

Fashioned
Most
Preferred
More
Expensive
More
Trusted

72

72%

42

42%

75

75%

Less
Preferred
Less
Expensive
Less
Trusted

28

28%

58

58%

25

25%

CHAPTER-VI: FINDINGS, RECOMMENDATIONS


I. FINDINGS:
From the survey we find that maximum customers get the information about
Nokia multimedia cell phone products from advertisements. And Television
advertisements are most liked by customers.
From the survey we find that 67% respondents say that the price range of
Nokia multimedia cell phones is economical.
From the survey we find that 55% customers are satisfied with the pricing
strategy of Nokia.
From the survey we find that 82% customers say that Nokia multimedia cell
phones are easily available in their local market and most of them have
purchased Nokia cell phone from their local market.
From the survey we find that 64% customers say that after sale services of
Nokia are excellent.
From the survey we find that the main reason for Nokia as a most trusted
brand is better after sale services while other reasons include guaranty and
warranty, strong battery back-up, high quality of camera and sound etc.
From the survey we find that maximum customers i.e. 62% rate their overall
satisfaction level excellent and 24% customers rate their satisfaction level
good.

II. RECOMMENDATIONS:
Nokia should more focus on advertisements of products because maximum
customers get information about products from advertisements.

66

Nokia should anticipate future trends in the market. Because it is vital to

any organization if they wish to keep their entire current market share and
develop more.
Some customers are not satisfied with the pricing strategy of Nokia because
they take it expensive and new competitors are providing their products with
low cost strategy to attract customers. So Nokia should take necessary steps
to formulate better pricing strategies.
Nokia should make sure that their product is developing along with the
market, if a product is developing well, then income should increase, if not
then
the
marketing
strategy
should
be
revised.
Nokia should aware about changing environment, saturation, technological

advances because competitors of Nokia have strong technological strengths


and have ability to innovate new products.

III. LIMITATIONS OF STUDY:


A small segment of the market has been covered only, so the conclusion
cannot be generalized.
The data collected cannot be free from errors, since some of the respondents
failed to give correct information.
Study accuracy totally based upon the respondents response.
Stipulated short span of time for survey due to limited time and limited
resources.

CONCLUSION:
In this present study of Nokia multimedia cell phones, I have gathered information
about the product profile, marketing mix of company, current market position and
market share of Nokia. Because Nokia is the most selling brand in cell phones
market so my project customer satisfaction on Nokia multimedia cell phones tried
to find out the factors which makes Nokia most demanding because Nokia having
37.2% market share, Motorola having 17.3% market share, Samsung having 9.8%
market share, Siemens having 8.5% market share and Sony Ericson having 5.2%
market share in cell phones market. In this present study I have tried to ascertain
67

the overall satisfaction level of customers using Nokia and maximum of


respondents rate their satisfaction level excellent but at present the competition is
increasing day by day because many new players have entered in this market. But
Nokia have capabilities of technological innovation. Nokia should strengthen its
marketing strategies by overcoming its weaknesses to gain an advantage over
competition and to sustain over a long period in the market.

BIBILIOGRAPHY:
BOOKS REFFERED

Kothari C.R. , Research Methodology, Vishwa Prakashan, New


Delhi, 2003.

Kotler Philip, Marketing Management, Prentice Hall of India


Pvt. Ltd., New Delhi, 11 t h edition 2004.

Ramasw any V.S. & Namakumari S., Marketing Management,


Macmillan India Ltd. Publication, New Delhi, 3 r d edition 2002.

INTERNET

http://www.nokia.com

www.wikipedia.com

http://www.academon.com/db/search

http://www.essays.se/about/literature+review+of+customer+satisfaction/

BUSINESS MAGAZINES

BUSINESS TODAY

BUSINESS WORLD

68

NEWS PAPERS

THE TIMES OF INDIA

THE TRIBUNE

Instructions - Please read each question carefully some will seem very similar, but trust me this is all vital stuff if you want to achieve that first question!
Use tick mark for choosing your answer and complete all question thoroughly.
Right then go for it!
Name - ________________________________
Age- _____________________
Sex - ______________

Occupation- ____________________________

E-mail Address -______________________________________________________


Address

______________________________________________________

________________________________________________________________________
Contact No.- ___________________________________
1. How did you know about the Nokia cell phone products?
b

From Advertisements

(c) From Retail Shops

(b) From Friends


(d) From other sources

2. From when you are using a Nokia multimedia cell phone?


(a) Less than 1 year

(b) 1 to 3 years

(c) 3 to 5 years

(d) More than 5 years

3. According to you Nokia provides a wide range of multimedia cell phones?


(a ) Yes

(b) No

4. According to you price range of Nokia multimedia cell phones is(a) Economical
(c) Cheaper

(b) Expensive
(d) cant say

5. With the pricing strategy of Nokia, you are 69

(a) Strongly satisfied

(b) Satisfied

(c) Neither satisfied nor unsatisfied

(d) Unsatisfied

(e) Strongly Unsatisfied


6. Is it important for Nokia to provide price discounts on festivals or on special occasions?
(a) Extremely Important

(b) Very Important

(c) Somewhat Important

(d) Not very Important

(e) Not at all Important


7. According to you Nokia multimedia cell phones are easily available in local market?
(a ) Yes

(b) No

8. From where you had purchased Nokia cell phone?


(a) Nokia Priority centre

(b) Local Retail store

(c) From other place


9. Are Nokia care centres easily available in your nearby towns?
(a ) Yes

(b) No

10. What type of advertisement you like most in Nokia?


(a) Television advertisements
(c) Radio advertisements

(b) Magazine & Newspaper advertisements


(d) others

11. Which personality is most admired by you in Nokia advertisements?


(a) Shah-Ruk-Khan

(b) Priyanka Chopra

(c) Any Other please specify..


12. According to you after sale services of Nokia is(a) Excellent

(b) Good

(c) Average

(d) Poor

(e) Very Poor

13. According to you what makes Nokia a most trusted brand in cell phones market70

(a) Guaranty and warranty

(b) Strong battery back-up

(c) Easy availability of GPRS & WAP settings

(d) Better after sale services

(e) High quality of sound and camera

(f) other reasons please


specify--------------------

14. Rate your overall satisfaction level for Nokia multimedia cell phones?
(a) Excellent

(b) Good

(c) Average

(d) Poor

(e) Very Poor

15. According to you Nokia multimedia cell phones are(Tick whichever is applicable)
Old Fashioned

or

Morden

Most Preferred

or

Less Preferred

More Expensive

or

Less Expensive

More Trusted

or

Less Trusted

16. What is the first thing that comes to your mind when you hear about Nokia _____
________________________________________________________________
17. When you purchased a Nokia cell phone, then most important consideration in
Your mind was____________________________________________________
_________________________________________________________________
18. Any Suggestions for Nokia _________________________________________
_________________________________________________________________

71