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Bangalore University Final Report On “A study and analysis on cell phones” Submitted by Aniket sarkar. Reg No:-08RSC08012 Under the Guidance of
GARDEN CITY COLLEGE 16Km old madras road Bangalore 560049 (2010-2011)
CERTIFICATE OF THE GUIDE This is to certify that the Management Thesis titled “A study and analysis on cell phones ” submitted by Aniket sarkar. Enrollment No: 08RSC0812 during Semester VI of the BBM Program (The Class of 2011) embodies original work done by him/her. Signature of the Faculty Supervisor Name (in Capitals) Designation Campus : : Faculty Member - Marketing : GARDEN CITY COLLEGE.
CERTIFICATE OF THE COLLEGE This is to certify that the Management Thesis titled “a study and analysis on cell phones” submitted by Aniket sarkar. Enrollment No: 08RSC08012 during Semester VI of the BBM Program (The Class of 2011) embodies original work done by him/her.
Signature of the HOD
signature of the principal
CERTIFICATE BY THE COMPANY
G.5 ACKNOWLEDGMENTS I am grateful to thank our CHAIRMAN Mr. V. KALYANSUNDARAM and our HOD MRS.C. . JOHN our DIRECTOR Mr. OUR PRINCIPAL Mr. I also extent my thanks to.JAYA LAKSHMI.J for giving me this great opportunity to do my project. I also extend my thankfulness to my beloved parents and friends for their continuous encouragement at every moment. Faculty guides MRS SHYMALA who has given me moral support to do my project work. JOSEPH. K.
Place: BANGALORE Date: (Aniket sarkar) . associate ship.6 DECLARATION I hereby declare that the dissertation a study and analysis on cell phones” Submitted for the BBM Degree at GARDEN CITY COLLEGE BANGALORE University’s Department of Business Management is my original work and the dissertation has not formed the basis for the award of any degree. fellowship or any other similar titles.
7 Contents Back ground • About the industry 11-16 • About subject Research design • • • • • • • Title of the study Statement of the problem Objectives of the study Scope of the study Limitation of the study Methodology of the study Research instruments 17-26 27-83 84-85 9-10 Company profile Data analysis and interpretation Summary of findings Recommendation suggestions. conclusion Appendices and annexure Bibliography 86-88 89-92 92-94 .
8 Chapter 1 INTRODUCTION .
This man in the process developed the cell phone. This service is used on communication devices which are permanently installed on vehicles. Mobile phone is a small. it was only able to make 6 phone calls before the car's battery was drained. in the year 1865. Today. America AT&T and Southwestern Bell brought out the first commercial mobile telephone service in 1946. Mobile Phones have become a must. It uses the radio wave theories which are similar to the ordinary radios. The technology was connected to the telephone network and was distinctive of two way radio technology. It uses a weaker . Signal transmission is the very basic concept for mobile phone. The first person to come up with the idea of transmitting and receiving messages was Doctor Mahlon Loomis. 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). These cells allow radio transmission enabling authorized signals to receive and send out among the mobile phones. The signals of mobile phone are split into small cells (This is also why mobile phones are also known as Cell Phones earlier) geographically. It receives and gives out signals via the service providers through transmitting towers and even via satellite. In 1946. We all know about the importance of this handheld handset Mobile phone is a device providing two-way communication. The beginning history of cell phones is based upon radio technology that was developed from the 1940's onward. About the subject The history of cell phones goes back in the year 1843. portable communication device that enables people to make phone calls whenever where they are. a man by the name Michael Faraday studied to see if space could conduct electricity. The first official mobile phone was used in Sweden by the Swedish police in 1946. The frequencies of mobile phones of course are stronger and higher than ordinary radios to enable clearer conversation among users. not just for business men and working people but also for young college going youths. police cars and other service vehicles where two way radios were used to communicate with one another or with a central base. The phone was not very practical.9 About the industry. The convenience of mobile phone is allowing people to communicate with one another without the limitation of regions and time. For instance the beginning of cell phones can be traced to the innovation in taxi cabs. He was the first person to communicate through the wireless atmosphere. then to another user (no matter land line or another mobile phone). 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. mobile phones have become an important part of communicating with your friends and relatives.
making it a big and important industry in the technology field . Amos Edward Joel. Ring from Bell Labs in 1947. who also was an engineer at Bell Labs. Slowly and steadily many big companies joined hands and cell phone were found in over 54 places all over the world. call. although some technologies have been developed. along with the popularity on a new network system GSM (Global System for Mobile Communication). researched and experimented in the 1970s. the first commercial mobile phone system (also known as network system or system operator) was launched in Japan in 1979. you weren't able to continue the call after you reached a set range. Though. more and more people started to subscribe for mobile phones. Cell areas which were serviced by a base station were unable to hand off cellular phone calls from one base station to another. there are about 1. The first cell phone project was for Motorola in 1973 by Martin Copper. the mobile phone industry started to develop rapidly and attracting more users to use mobile phones. developed the call handoff system. While you could make a phone. However. mobile phone technology was available. electronics and other technologies would take decades to mature and to be developed. AT&T Bell Lab and Motorola from United States are the pioneers in that time. This technology facilitated continuity of a phone call from one area to another without dropping the phone call.H. The second mobile phone system was established in 1981 later in United States. In 1970. 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. The technology of modern cell phones started with the creation of hexagonal cells for mobile phones by D. He was the one responsible to let the people of New York see it. In 1990s. The first cell phone was made in Chicago in 1977. Mobile phone was patented individually by Motorola in 1975. however. For instance. In the late 1980s. the user had to stay within one cell area. The modern mobile phones are developed. In 2003.52 billion mobile phone users around the world.10 signal (compared to what mobile phones receive now). the bandwidth is very low. Initially people were given the cell phone on a free trial to understand and study the product. but a similar theory of receiving and giving out signals. Though. the electronics that were used in the first cell phones were first developed in the 1960's By 1967. along with the commercialized mobile phone system.
.11 CHAPTER 2 RESEARCH DESIGN.
To understand the consumer preferences regarding the usage of cell phones. To understand the customer satisfaction level and brand loyalty. The research is conducted with in the limited areas 2. A study and analysis on cell phones Statement of the problem.Thus studying different parameters to understand the various preferences of the consumer. Observations is very intensive to make statement of the all customers 3.12 TITLE OF THE STUDY. 1. To assess the buyer want and behavior as well the actual and potential market size . Usage of the time RESEARCH OBJECTIVE • • • • To understand consumer buying behavior and their taste & preference vis-à-vis the top brands in the cell phone industry in India. To compare market leaders on different grounds To identify brand loyalty and brand preference of the consumer • • .
it has become essential to pay much attention to it. Sample size was a constraint since it was not representative of the entire target population. With its rapid growth in India. the study was limited to the geographical region of Delhi where also due to the large cell phone using population a probability sampling technique had to be inherited. to clarify problems and hypotheses. Some of the people who were part of our sample size. to make “if-then” statements Appropriate Design Exploratory Descriptive Causal Scope of the study. This posed the problem of errors in 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. to establish research priorities To describe and measure marketing phenomena at a point in time To determine causality. The dynamic nature of every industry keeps the pulses of the companies operating in each sector racing. 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. Knowing the consumers’ perception is crucial as it facilitates consumers’ behavior prediction. became non. the questionnaire they filled were incomplete or they were not willing to respond.13 Research Objective To gain background information. People could not remember the brands and the features of cell phones they use as mentioned in our questionnaire.e. While administering questionnaires during phase two of the study. LIMITATIONS • • Due to the limitation of time and money. The behavior of the Indian consumers towards the cell phones has been changing. to define terms. It is essential to study this behavior further in order for it to improve.respondents i.
14 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. Methodology of the study. which are also dealt with and lead to a logical deduction towards the analysis and results. . RESEARCH TECHNIQUES In terms of data capture and analysis there are two main types of market research: • • 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. 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.
However.15 There are two main qualitative methods . The different techniques of conducting quantitative research are: • Survey method • Questionnaires SCALING TECHNIQUES USED IN THE RESEARCH COMPARATIVE SCALES: . installed base and market growth rates. commitment and a range of other useful market data that can tracked over time. a. Focus Group A small group of people brought together and guided by a moderator though an unstructured. quantitative research can also be used to measure customer attitudes. Quantitative Research Quantitative research is about measuring a market and quantifying that measurement with data. satisfaction. 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. market share. Depth Interviewing Depth interviews are the main form of qualitative research in most business markets. Most often the data required relates to market size. 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.depth interviews and focus groups. Here an interviewer spends time in a one-on-one interview finding out about the customer's particular circumstances and their individual opinions. penetration. b.
This helped the researcher to throw up some inevitable problems of converting the design into reality. Research instruments: METHOD OF DATA ANALYSIS Based on the type of data collected and the target segment with the appropriate statistical methods. 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. 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. After the respondents had filled in the questionnaires. 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. inference should be made. . 2. An experiment or a survey can and should be piloted on a small scale in virtually all circumstances. The criteria mentioned in our questionnaire for question 9 is to rank the cellphone features according to preference. The criteria used in question 12 is to rate brands according to visibility. 1.16 • Rank order scaling : In this method respondents are presented with several objects simultaneously and asked to order or rank them according to some criteria.
.17 Chapter 3 Company profile.
GSM and CDMA (Code Divisional Multiple Access) are the different protocols that brought the mobile phone into the second generation stage. With these innovations. as well as computer chip technology also helped to make 2G cell phones much smaller than their predecessors. via the DC outlet to make calls. Motorola unveiled to the world. It was 13 inches x 1. The DynaTAC800X was extremely lightweight for its time and only weighed about 28 ounces. While most cell phones weren't made to be carried in your hand. Most 2G cellular phones were usually in the range of 100 to 200 grams. The protocols of the 2G mobile phone are digitalized transmitted. It was called the Motorola DynaTAC 8000X. to hold large batteries necessary to make phone calls. Besides car phones. cell phone usage soared.18 EVOLUTION OF MOBILE PHONES. there were a few models that came in tote bag type configurations that can easily hook up to a car's battery. all phones were made for permanent installation in the car. Advances in battery technology. Martin Cooper of Motorola. plus they were hand held devices that were truly portable without the need for a large battery. There were also a few models that came as briefcases. SMS (Short Message Service) is also the services added for the 2G services. the industries has developed rapidly and changed a lot in the short 20 years. 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. In 1983. but provided services such as WAP (Wireless Application Protocol) and GPRS (General Packet Radio Service) enabling mobile phones . the first truly portable cellular phone. Second And a Half Generation (2. It was largely developed with the help of Dr. Second Generation (2G) The 2G was introduced to the market basically in the early 1990s. For a while the term "car phone" was extremely popular.5G) Still under the same network protocol.TECHNOLOGY From the development since the first modern mobile phone launch. Phones based on 2G technology were much smaller than the brick telephones of the mid to late 80's. 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.5 inches and was known as the Brick for its shape.75 inches x 3.
3G mobile phones usually include innovations to receive much more than phone calls. Hefty: Motorola DynaTAC 8000X (1982) In 1973. Introduced in 1982. to Apple's upcoming iPhone. . which measured more than a foot long. as well as Wifi are currently breaking into the market. Known as the Motorola DynaTAC 8000X. ultimately became commercial available in 1983. That phone. but it did let you talk while on the go--if you could lift it. The 3G protocol enables high speed connection (speed similar to broadband connection) to access through internet and also video calls. weighed almost 2 pounds. MOBILE PHONES. Currently technologies are continuing to improve and new innovations such as streaming radio and TV. here's a look at how cell phones have evolved over the years. and its memory could store 30 phone numbers. standards for 3G are usually different depending on the network. you wouldn't want to use this phone while walking: It weighed about 21 pounds. After all. Heftier: Nokia Mobira Senator (1982) It may look more like a boombox than a portable phone. the Nokia Mobira Senator was designed for use in cars. Motorola showed off a prototype of the world's first portable cellular telephone. Third Generation (3G) Third Generation cellular phones is the technology that is currently available today and it is commonly referred to as 3G.19 to access on certain websites. mainly due to many innovations in technology and services. A whole new network protocol launched in the twenty-first century. It may not have been pretty. Colored screen with camera featured mobile phones were also introduced in this stage (not all phones are featured with these new functions). but this boxy. which weighed in at 2 pounds. bulky device was actually Nokia's first mobile (if you can call it that) phone. and cost $3995. that is. While 3G came only a few years after 2G.TECHNOLOGY REVOLUTION From Motorola's first phone. its battery could provide 1 hour of talk time.
ultimately paving the way for today's sleek-looking phones like the Motorola Razr. The somewhat sleeker Nokia 8260. This 3.4 ounces. Nokia's candybar-style cell phones were all the rage. 5. and a boxy. fax machine. compared with almost 6 ounces for the 6160. albeit a 20-ounce package that cost $900. In fact. you might want to . jointly marketed by IBM and BellSouth. and e-mail device in one package. which could easily be clipped to a belt. was the first mobile phone to add PDA features. calculator. But this tiny. pager. introduced in 2000. It was a phone. lightweight phone ushered in the concept that style was just as important. DotComs Ran on These: Nokia 6160 (1998) or Nokia 8260 (2000) In the late 1990s. Sporting a monochrome display. was the smallest and lightest of its time. added a colorful case and lost some of the 6160's bulk: it stood only about 4 inches tall and weighed 3.1-ounce clamshell-style phone. an external antenna. it was smaller and lighter than many of today's teeny-tiny cell phones. The Simon Personal Communicator.20 Pre-iPhone: BellSouth/IBM Simon Personal Communicator (1993) A cell phone with added PDA (Personal Digital Assistant) functions isn't news today. the Nokia 6160 was the company's best-selling handset of the 1990s. address book. Ahead of Its Time: Motorola StarTAC (1996) Before the Motorola StarTAC was introduced in 1996. Early Smart Phone: Kyocera QCP6035 (2000) If you're one of the many fans of the Palm OS-based Treo phone. But in 1993. cell phones were more about function than fashion.2-inch tall frame. it was a novel idea.
While its voice capabilities were only mediocre. the Treo 180 came in two versions: one with a QWERTY keyboard for typing (pictured). and instant messaging. but boasted 16MB of memory. PC World liked it so much that we named it our product of the year in 2003. Swivel It: Danger Hiptop (2002) Before the T-Mobile Sidekick became Hollywood's "it" phone. and sported a bland monochrome display. More PDA than phone. The company's QCP6035 smart phone. It included a measly 8MB of memory. e-mail access. Like the Kyocera QCP6035. and another (the Treo 180g) that used Graffiti text input instead.21 thank Kyocera. it was known as the Danger Hiptop. but it paved the way for future products. Handspring made waves with the Treo 180. this was one of the first devices to offer truly functional mobile Web browsing. PDA to Phone: Handspring Treo 180 (2001) Back when Palm and Handspring were still rivals. it pioneered that nifty swiveling design. . which hit the retail market in early 2001 and cost between $400 and $500 (depending on the carrier). it featured a monochrome screen. Plus. was the first Palm-based phone to be widely available to users.
Mumbai. Kolkata. Chandigarh. The handset business is supported by a team of professionals across 3 business groups namely Mobile Phones. 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. Bangalore. The company has also launched seven Nokia ‘Concept stores’ in Bangalore. The 5810--the first BlackBerry to offer voice capabilities--changed that perception. Hyderabad and Ahmedabad. Ludhiana and Chennai to provide customers a complete experiential mobile experience. and presently operates out of offices in New Delhi. Organizer features. This device added a GSM cell phone to the package. and thumb keyboards. albeit one that required the use of a headset (it lacked both a speaker and a microphone). Hyderabad. The Indian operations comprises of the company’s handsets and network infrastructure businesses. Multimedia and Enterprise solutions. Jaipur.22 CrackBerry Phone: BlackBerry 5810 (2002) Before the BlackBerry 5810 came along in early 2002. R&D facilities in Bangalore. Delhi. NOKIA Nokia started its India operations in 1995. Research In Motion's devices were best known for their data capabilities: Push e-mail technology. . Hyderabad and Mumbai and manufacturing plant in Chennai.
to a robust portfolio of mobile business optimized gateways in the back end including: wireless email and internet. application mobility. Enterprise Solutions provides a range of terminals and seamless mobile connectivity solutions based on end-to-end mobility architecture. based mainly on WCDMA.First Wi-fi Phone. media and a range of other attractive content. Nokia has four business groups to best meet the unique dynamics of each business. first Indian ringtone in a Nokia 5110 2000 .23 As of January 2004. To address emerging new business areas in the Mobility era while continuing to grow its leadership in mobile voice communications. as well as innovative mobile enhancements and solutions. It is responsible for Nokia's core mobile phones business. EDGE and WCDMA radio networks. the group aims at leadership in GSM.First Made for India phone. Our networks have been installed in all major global markets that have adopted these standards. Focusing on the GSM family of technologies. Networks is also a leading provider of broadband access and TETRA networks for professional users in the public safety and security sector.Saral Mobile Sandesh.First phone with Hindi menu (Nokia 3210) 2002 . dedicated to helping businesses and institutions worldwide improve their performance through extended mobility. Its products have features and functionality such as imaging. Its end-toend solution offerings range from business optimized mobile devices on the front end. virtual private networks. Some firsts for Nokia in India: 1995 – First mobile phone call made in India on a Nokia phone on a Nokia network 1998 . Nokia streamlined its global organizational structure to strengthen its focus on convergence. music. Networks continues to offer leading-edge network infrastructure. CDMA and TDMA technologies. Mobile Phones offers a global range of highly competitive mobile phones for large consumer segments. Nokia 1100 2004 . segmented mobile phones to the global market.First Camera phone (Nokia 7650) 2003 . message protection.Nokia Communicator (N9500) 2005 – Local UI in additional local language 2006 – Nokia manufacturing plant in Chennai 2007 – First vernacular news portal . Mobile Phones focuses on bringing feature-rich. games. and intrusion protection. new mobility markets and growth. based on major wireless standards to mobile operators and service providers.Saare Jahaan Se Acchha. Hindi SMS on a wide range of Nokia phones 2004 . firewalls. and develops mobile phones for all major standards and customer segments in over 130 countries. GSM. technology and related services. Multimedia brings mobile multimedia to consumers in the form of advanced mobile devices and applications.
This range of phones are focused on the quality of the camera included with the phone. This has since expanded into the M series and G series phones. some with a xenon flash. The Sony Ericsson W-series music phones are notable for being the first musiccentric series mobile phones. QWERTY keypads (on most models). The Cyber-Shot-branded line of phones. and budget focused phones. heralded by the Sony Ericsson XPERIA X1 on February 2008 at the Mobile World Congress (formerly 3GSM) held in Barcelona Spain. launched in 2006. 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. design. 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 . launched in 2005. Cyber-shot phones always include a flash. business (web and email). and use of the UIQ interface Platform from Symbian OS. prompting a whole new market for portable music that was developing at the time. The Xperia range of mobile phones. • • • The Walkman-branded W series music phones.They are notable for their touchscreens. all-rounder. and also include auto-focus cameras. • Operating System into Sony Ericsson powerhouse smartphones. introduced with the P series in 2003 with the introduction of P800. camera.24 SONY ERICSSON Sony Ericsson currently concentrates on the categories of: music.
25 Chapter 4 Data analysis and interpretation. .
4 100.FREQUENCY TABLE SEX RATIO SEX Particulars Valid F M Total Frequency 3 62 41 100 Percent .7 39.9 59.0 .26 1.
27 SEX 60 50 40 Percent 30 20 10 0 F M SEX The survey was conducted on random sampling basis. according to this women were less keen on participating in the survey. women were 39.4%. . Out of total number of respondents of 406.9% and men were 59.
9 98.0 Valid Missi ng Total BELOW 18 18-25 YEARS 25-40 YEARS ABOVE 40 YEARS Total System .5 6.8 16.0 Cumulati ve Percent 16.0 24 66 24 100 5 100 60.8 1.0 100.0 61.3 5.6 94.0 100.0 77.8 16.2 100.28 AGE GROUPS AGE Freque Percen Valid ncy t Percent 64 15.6 16.
This was largely du . While. market places and colleges. The maximum people surveyed lied in survey was conducted in malls. the least belonged to the above 40 age group. 25 years.29 AGE 60 40 20 Percent 0 BELOW 18 18-25 YEARS 25-40 YEARS ABOVE 40 YEAR AGE Survey was conducted for four age groups.
0 5.1 15.30 BRAND PREFERENCE WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY Frequen cy Percent 36 58.1 71.2 4.0 5.7 3.0 Valid Percent 58.9 100.2 4.2 86.2 91.0 Valid NOKIA SONY ERICSSON Total .7 3.9 95.9 100.0 Cumulativ e Percent 58.1 100.1 15.1 13.1 03 07 23 13 20 100 13.
1% which is more than half the market. USAGE OF CELLPHONES . Others included brands like HTC. LG. O2.31 WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY 60 50 40 Percent 30 20 10 0 NOKIA SONY ERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY The largest market share was captured by nokia at 58. Followed by Motorola at 15%.
8 .3 TO 18 45 100 1 100 18.32 WHAT DO U MAINLY USE UR CELLPHONE FOR Frequen cy Percent 7 12.8 99.9 100.0 Valid Missin g Total SMS LISTENING MUSIC CAMERA CALLS Total System .6 35.2 4.3 4.1 100.0 Valid Percent 12.3 30.4 64.3 18.2 100.4 64.0 Cumulativ e Percent 12.
33 WHAT DO U MAINLY USE UR CELLPHONE FOR 60 40 20 Percent 0 SMS LISTENING TO MUSIC CAMERA CALLS WHAT DO U MAINLY USE UR CELLPHONE FOR 64. They wanted to use the cel Basic purpose of a phone that is communication.8% people possessed cell phones for making calls. Next was listening to music w LEVEL OF SATISFACTION LEVEL OF SATISFACTION .
4 26.1 25.4 26.4 97.8 5.0 .34 HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE Frequen cy Percent Valid FULLY SATISFIED SOMEWHAT SATISFIED NEUTRAL NOT VERY SATISFIED DISSATISFIED Total 33 13 19 21 10 100 40.2 2.1 65.8 5.5 100.0 Cumulativ e Percent 40.5 100.5 92.1 25.2 2.0 Valid Percent 40.5 100.
A mere 2. About 26.8% people had a neutral attitude that is they were neither satisfied nor dissatisfied.35 HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE 50 40 Percent 30 20 10 0 FULLY SATISFIED SOMEWHAT SATISFIED NEUTRAL NOT VERY SATISFIED DISSATISFIED HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE 40% of the people were fully satisfied with the cellphones they were using.5% people were dissatisfied with their cellphones. This meant that the features were user friendly and served their needs. .
36 PRICE SENSITIVITY WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE Valid BELOW RS 5000 RS 5000-12000 RS 12000-20000 ABOVE 20000 PRICE DOES NOT MATTER Total Frequency 16 65 18 5 8 100 Percent 14.6 6.2 11.8 100.8 100.2 11.6 6.6 26.8 40.2 100.0 Cumulative Percent 14.0 .0 Valid Percent 14.8 55.4 82.8 40.0 88.6 26.
WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE
0 BELOW RS 5000 RS 5000-12000 RS 12000-20000 ABOVE 20000 PRICE DOES NOT MATTER
WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE
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
WHAT CELLPHONE BRAND WOULD U RECOMMEND Freque Percen Valid ncy t Percent 23 69.7 69.9 19 5 3 4 2 100 1 100 14.5 7.6 3.9 1.0 3.0 99.8 .2 100.0 14.6 7.7 4.0 1.0 3.0 100.0 Cumulati ve Percent 69.9 84.4 92.1 96.0 97.0 100.0
Missi ng Total
NOKIA SONY ERICSSON MOTOROL A SAMSUNG RELIANCE OTHERS Total System
WHAT CELLPHONE BRAND WOULD U RECOMMEND
0 NOKIA SONY ERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS
WHAT CELLPHONE BRAND WOULD U RECOMMEND
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
NOKIA 1. MODERN – OLD FASHIONED PLEASE MARK THE SUITABLE ADJECTIVE NOKIA Frequenc Valid y Percent Percent Valid EXTREMELY MODERN VERY MODERN MODERN NEUTRAL OLD-FASHIONED VERY FASHIONED EXTREMELY FASHIONED Total Missing System Total OLD OLD 32 19 15 14 7 4 5 100 4 100 37.4 19.5 16.0 13.3 4.2 3.4 5.2 99.0 1.0 100.0 37.8 19.7 16.2 13.4 4.2 3.5 5.2 100.0 Cumulative Percent 37.8 57.5 73.6 87.1 91.3 94.8 100.0
NOKIA 1.MODERN-OLD FASHIONED
8 16.3 10.2 61.4 10.9 99.7 10.2%.8 51.1 25. 1.0 Cumulative Percent 9.2 23.7 73.2 14.0 9.2 26.0 . Hence nokia phones is liked by people because it is modern.1 100.4 12.1 14.0 100.SIMPLE PLEASE MARK THE SUITABLE ADJECTIVE NOKIA Frequenc Valid y Percent Percent Valid EXTREMELY COMPLEX VERY COMPLEX COMPLEX NEUTRAL SIMPLE VERY SIMPLE EXTREMELY SIMPLE Total Missing System Total 09 14 10 16 10 12 25 100 4 100 9.0 1. COMPLEX – SIMPLE .5 10.9 16.41 37. COMPLEX .9 100.4% people found the nokia cellphones to be extremely modern when compared to old fashioned which was a mere 5.3 12.9 34.
ECONOMICAL – EXPENSIVE ECONOMICAL – SIMPLE .9% people.42 The people surveyed also seemed to find the nokia phone extremely simple to use being 25.1% 2. However a few epopel also found it complex being about 9.
0 16.6 100.8 22.7 12.2 5.6 21.9 10.7 29.0 VERY ECONOMICAL 12 22 21 10 5 2 100 4 100 There was not much difference in the thinking of people where economical or simple factor for nokia cellphones was concerned.1 84.2 10.7% people had a neutral approach to it.2 74. ROBUST – DELICATE .7 10. About 22.4 100.4% people thought it was economical while 21.0 Cumulative Percent 16.3 99.6 52.9 22.1 5.43 PLEASE MARK THE SUITABLE ADJECTIVE NOKIA Frequenc Valid y Percent Percent Valid EXTREMELY ECONOMICAL ECONOMICAL NEUTRAL EXPENSIVE VERY EXPENSIVE EXTREMELY EXPENSIVE Total Missing System Total 16 16.4 21.0 1. Infact a large number of people had a neutral approach to it.3 89.0 100.5 12.2 10. 3.
0 21.6 90.4 13.4 9.9% people found it extremely robust and only about 9.6 53.9 10.1 18.1 3.0 Again people had a very neutral approach to nokia being robust or delicate.9 18.0 100. Infact 22.4 86.5 10.44 ROBUST . neither delicate nor robust.0 100. 20. .2 13.1 39.7 10.9 22.4% people found it neutral i.DELICATE PLEASE MARK THE SUITABLE ADJECTIVE NOKIA Frequenc Valid y Percent Percent Valid EXTREMELY ROBUST VERY ROBUST ROBUST NEUTRAL DELICATE VERY DELICATE EXTREEMLY DELICATE Total Missing System Total 20 18 13 22 10 3 9 100 4 100 20.9 99.5 76.0 Cumulative Percent 21.9% people found it extremely delicate.0 1.8 22.e.0 100.2 3.
5 97.9 45.8 100.2 99.5 18.7 5.2 12.6 5.2 2.UNATTRACTIVE PLEASE MARK THE SUITABLE ADJECTIVE NOKIA Frequenc Valid y Percent Percent Valid EXTREMELY ATTRACTIVE ATTRACTIVE NEUTRAL UNATTRACTIVE VERY UNATTRACTIVE EXTREMELY UNATTRACTIVE Total Missing System Total 26 26.0 Cumulative Percent 26.0 VERY ATTRACTIVE 18 16 18 12 5 2 100 4 100 .0 16.9 92. ATTRACTIVE – UNATTRACTIVE ATTRACTIVE .0 12.7 79.7 18.6 18.0 1.0 26.45 4.2 100.2 2.0 100.2 16.9 18.0 61.
MODERN – OLD FASIONED .6% people found nokia to be extremely attractive and only about 2.46 A 26. Infact the overall perception of people towards nokia was very attractive and very few people lied in the unattractive range.2% people found it extremely unattractive. SONY ERICSSON 1.
9 99.47 PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON Frequenc Valid y Percent Percent Valid EXTREMELY MODERN VERY MODERN MODERN NEUTRAL OLD-FASHIONED VERY FASHIONED EXTREMELY FASHIONED Total Missing System Total OLD OLD 31 17 12 16 8 9 8 100 4 100 31.4 16.1 93.0 31.0 100.2 8.0 1.9 86.0 7.3 17.0 Cumulative Percent 31.0 .0 100.1 6.0 100.7 77.6 17.0 8.5 12.9 6.2 7.6 49.3 16.3 61.7 12.
0 .5 21.48 Most people find sony ericsson phones very modern at about 31.4 8. 1.6 100.7 21.9 6.6 89.0 100.4 100.0 10.0 73. COMPLEX – SIMPLE PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON Frequenc Valid y Percent Percent Valid EXTREMELY COMPLEX VERY COMPLEX COMPLEX NEUTRAL SIMPLE VERY SIMPLE EXTREMELY SIMPLE Total Missing System Total 16 19 15 21 9 8 10 100 4 100 16.0 16.0 1.4 36.6 82.3 99.3 52.7 15.9 10.0 7.9 15.3% and only about 6.6 9.0 Cumulative Percent 16.4 19.3 19.9% people find it old fashioned.
About 24. ECONOMICAL – EXPENSIVE .49 Complexity and simple as a factor is very similar over all. 2.1% have a neutral approach to it. It has not been differentiated very well by the people. Where it implies its neither too complex nor too simple.
0 100.9% people find it extremely economical though 23. About 25.1 23.1 14.0 10.0 100.4 14.9 25.2 9.0 Cumulative Percent 10.2 23.1 8.9 99.4 83.9 10.4 7.3% people have a neutral approach and only about 9.6% find it economical.0 100.0 10. 3.3 7.0 1.6 25.8 91.0 VERY ECONOMICAL 10 23 25 14 7 8 100 4 100 Overall most people find the phones economical and there are very few people who find it expensive.0 69.1 44.0 20. ROBUST – DELICATE .50 PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON Frequenc Valid y Percent Percent Valid EXTREMELY ECONOMICAL ECONOMICAL NEUTRAL EXPENSIVE VERY EXPENSIVE EXTREMELY EXPENSIVE Total Missing System Total 9 9.
0 29.7 100.3 100.6 17.6 39.2 29.1 14.2 83.0 10.0 One again most people have a neutral attitude towards the phone being robust or delicate which is about 29.9 11.1%.0 Cumulative Percent 10. ATTRACTIVE – UNATTRACTIVE. 4. .8 11.4 6.7 9.0 1.4 14.9 22.7 17.3 6.6 99.6 90.0 100.8 69.7 9.51 PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON Frequenc Valid y Percent Percent Valid EXTREMELY ROBUST VERY ROBUST ROBUST NEUTRAL DELICATE VERY DELICATE EXTREEMLY DELICATE Total Missing System Total 10 11 17 11 5 7 9 100 4 100 10.
1 22.4 14.8 53.7 12.1 40.9 99.1 19.6 89.2 5.0 Cumulative Percent 21.5 12.UNATTRACTIVE PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON Frequenc Valid y Percent Percent Valid EXTREMELY ATTRACTIVE ATTRACTIVE NEUTRAL UNATTRACTIVE VERY UNATTRACTIVE EXTREMELY UNATTRACTIVE Total Missing System Total 20 20.0 VERY ATTRACTIVE 19 12 22 14 5 4 100 4 100 .52 .2 22.9 19.0 100.8 95. ATTRACTIVE .2 4.0 100.2 5.6 14.0 21.0 75.0 100.0 5.0 1.
MODERN – OLD FASHIONED 1. MOTOROLA 1.53 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. MODERN – OLD FASHIONED .
9 6.3 93.1 17.9 61.2 100.7 11.2 49.3 100.0 Most people find Motorola cellphones modern with a percentage of 32.5 11.0 5. SIMPLE – COMPLEX .0 33.0 9. A mere 6.3 88.2 17.9 4.2 10.0 Cumulative Percent 33.2 16.8 1.7 98.0 6.8 16.7 100.8% in this category.54 PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA Frequenc Valid y Percent Percent Valid EXTREMELY MODERN VERY MODERN MODERN NEUTRAL OLD-FASHIONED VERY FASHIONED EXTREMELY FASHIONED Total Missing System Total OLD OLD 33 16 11 17 9 4 6 100 5 100 32.1 78.7% people find it old fashioned 2.
55 PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA Frequenc Valid y Percent Percent Valid EXTREMELY COMPLEX VERY COMPLEX COMPLEX NEUTRAL SIMPLE VERY SIMPLE EXTREMELY SIMPLE Total Missing System Total 13 16 17 20 10 7 12 100 6 100 13.5 16.3 98. ECONOMICAL – EXPENSIVE .0 12.3% people find it extremely complex.0 The level of complexity is not very different between people infact most people have a neutral attitude towards it however 12.0 79.5 1.5 8.5 100.5 30.3 16.0 69.5 17.3 7.9 12.0 10.0 13.7 10.5 100.5 100.5 20.5 87.8 17.2 48. 3.5% people find it extremely simply 13.8 21.0 Cumulative Percent 13.
0 13.2 4.2 24.4 24.7 7.7 12.2 100.4 98.8 1.56 PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA Frequenc Valid y Percent Percent Valid EXTREMELY ECONOMICAL ECONOMICAL NEUTRAL EXPENSIVE VERY EXPENSIVE EXTREMELY EXPENSIVE Total Missing System Total 13 13.6 21.7 21.9 72. .4 47.6 87.4% people find it neither cheap nor expensive.5 12.5 100.7 26.4 15.7 7.0 Cumulative Percent 13.0 VERY ECONOMICAL 12 21 24 15 4 6 100 5 100 15% people find the Motorola phones expensive while 21.7 15.8 92.5 100. However once again people hold a neutral attitude towards it and 24.2% people find it economical.0 4.
7 20.1 84.57 4.7 11.5 13.6 11.0 8.2 10.9 74.0 9.0 16.9 58.8 1.5 24.0 Cumulative Percent 8.2 100.8 98.6 15.3 13.0 .9 15.2 33.0 100.7 24. ROBUST – NEUTRAL PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA Frequenc Valid y Percent Percent Valid EXTREMELY ROBUST VERY ROBUST ROBUST NEUTRAL DELICATE VERY DELICATE EXTREEMLY DELICATE Total Missing System Total 8 11 13 20 15 9 15 100 5 100 8.0 100.9 15.
UNATTRACTIVE PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA Frequency Valid EXTREMELY ATTRACTIVE VERY ATTRACTIVE ATTRACTIVE NEUTRAL UNATTRACTIVE VERY UNATTRACTIVE EXTREMELY UNATTRACTIVE Total Missing Total System 15 16 11 20 14 5 4 100 5 100 Percent 25.2 14.8 20. They don’t have any opinion about the phones level of delicacy or robustness.1% people once again have a neutral attitude where robustness or delicacy of the phone is concerned.0 5.9 4.2 100.0 . ATTRACTIVE – UNATTRACTIVE ATTRACTIVE . 5.9 16.58 24.8 1.7 98.3 11.
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. FREQUENCY OF CHANGING CELLPHONES .59 A large number of people of about 25% find Motorola phones extremely attractive and a mere 4.
0 .0 Cumulative Percent 24.8 48.0 100.1 27.8 48.0 100.1 27.0 24.60 HOW OFTEN DO U CHANGE UR CELLPHONE Frequenc Valid y Percent Percent Valid WITHIN YEAR 1-2 YEARS AFTER YEARS Total 2 1 24 13 14 100 24.0 100.1 52.
9% people have rated it the highest and it is surprising to see that the next highest frequency is of lowest category with 21. By brand visibility we mean the promotion of brands in print media and television.4% indicating nokia as the lowest brand visible. SONY ERICSSON . 56.61 BRAND VISIBILITY NOKIA The respondents have rated nokia as the highest in brand visibility.
5% respondents have rated it as highly visible brand while 5.62 36.9% respondents think that it is the lowest vsible brand in the market. INFLUENCE OF PEERS ON CHOICE OF BRAND .
48.63 For maximum percentage of people 51. While.4% are not influenced by their friends or relatives. OPINION ABOUT THE STATEMENTS GIVEN: .6% are influenced by their friends when buying cellphones.
I AM SATISFIED WITH THE CELLPHONE I AM USING Frequenc Valid y Percent Percent Valid LOWEST 7 LOW 8 NEUTRA 14 L HIGH 32 HIGHES 36 T Total Missing System Total 100 4 100 7.1% respondents are completely satisfied with the cell phone while.7 32.2 15.7 99.1 8.7 30.5 14.1 100.2% are completely dissatisfied with the brand of cell phone they own.3 36. I am satisfied with the cell phone I am using. only 7.64 1. 1.0 7.0 1.3 62.4 14. I am satisfied with the customer care service provided .6 37.2 8.0 100.0 Cumulative Percent 7.5 32.9 100.0 37.
My cell phone is easy to use.3% respondents have agreed that they are satisfied with the customer service provided by picking the option ‘high’.1 25.0 6.9 35.3 1.0 36.0 98. 2.3 26.3 36.3 18.7 12.7 100.3 100.65 I AM SATISFIED WITH THE CUSTOMER CARE SERVICE PROVIDED Frequenc Valid y Percent Percent Valid LOWEST 6 LOW 12 NEUTRA 15 L HIGH 35 HIGHES 17 T Total Missing System Total 100 7 100 6.4 81.8 19.7 18.8 12. .0 Cumulative Percent 6.0 45. My cell phone is easy to use 2.7 100.
7 38.0 1. While. I am satisfied with the battery life my cell phone has.0 39.5 9.7 99.0 Cumulative Percent 2.1% people agree that the cell phone brand they are using is easy to use.8 36.5 14.66 MY CELLPHONE IS EASY TO USE Frequenc Valid y Percent Percent Valid LOWEST 2 LOW 6 NEUTRA 14 L HIGH 36 HIGHES 38 T Total Missing System Total 100 4 100 2.5 6.1 39.4 14.0 100.9 37.1 100.5 6. .9 60. a low 2. 3.9 100.0 2.0 23. 3.5% find their cell phone as difficult to use. I am satisfied with the battery of my cell phone.
0 9.8 28.0 100.6 22.4 100.6 100.1 99.9 9.9 33.0 33.7 22.7 38.7 32.1% respondents are satisfied with the battery of their cell phones.67 I AM SATISFIED WITH THE BATTERY OF MY PHONE Frequenc Valid y Percent Percent Valid LOWEST 24 LOW 39 NEUTRA 22 L HIGH 33 HIGHES 24 T Total Missing System Total 100 4 100 5.0 6.0 1. 4.6 71.0 Cumulative Percent 6. I like a camera with high megapixel.0 15. .1 28.
5 26. I like MMS facility on my cell phone .0 Cumulative Percent 10.5 19.68 I LIKE A CAMERA WITH HIGH MEGAPIXEL Frequenc Valid y Percent Percent Valid LOWEST 10 LOW 9 NEUTRA 19 L HIGH 100 HIGHES 32 T Total Missing System Total 100 8 100 10. 5.9 33.9 66.6 20.3 9. It shows that camera is a feature which a good amount of people keep in my mind while buying cell phone.0 100.0 2.0 10.0 33.1 39.2 100.5 98.4 32.8 100.4 19.2% of respondents have indicated their liking of a high megapixel camera.6 9.8 26.
4 20.7 16. I like MMS facility on my phone I LIKE MMS FACILITY ON MY PHONE Frequenc Valid y Percent Percent Valid LOWEST 17 LOW 24 NEUTRA 20 L HIGH 18 HIGHES 16 T Total Missing System Total 100 16 100 17.1 100. 16.3 63.4% do not like MMS facility in their cellphones.2 23.0 The maximum percentage of people 23.9 42. .5 16.9 100.4 21.3 19. While.6 83.69 4.4 18.3 96.9 100.9 24.3% like the facility very much.0 17.0 Cumulative Percent 17.1 3.
0% 0 .0% 406 100.70 CROSS TABULATION 1. Linking what price are the consumers willing to pay for a cell phone and what brand of cell phone are they currently using: Case Processing Summary Cases Valid N WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE * WHAT BRAND 100 OF CELLPHONE ARE Y USING CURRENTLY Percent Missing N Percent Total N Percent 100.0% .
71 Bar Chart 100 WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY NOKIA SONY ERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS 80 Count 60 40 20 0 BELOW RS 5000 RS 500012000 RS 1200020000 ABOVE 20000 PRICE DOES 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 2. Linking what brand of cellphone are people currently using and what brand do they recommend: .
72 Count NOKI A WHAT BELOW RS PRICE 5000 ARE U WILLIN G TO PAY FOR A CELLP HONE RS 500012000 RS 1200020000 ABOVE 20000 PRICE DOES NOT MATTER Total SONY ERICSS ON NOKIA 36 5 20 20 16 10 27 100 20 18 1 9 53 24 18 25 48 100 .
Total no. of reliance users are 4 and only 2 recomment it. Total no.73 Bar Chart 250 WHAT CELLPHONE BRAND WOULD U RECOMMEND NOKIA SONY ERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS 200 Count 150 100 50 0 NOKIA SONY MOTOROLA SAMSUNG ERICSSON RELIANCE OTHERS WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY This shows that total no. Total no. of samsung users are 16 out of which 7 recommend it. of motorola users are 31 out of which 23 recomment it. Linking how satisfied are people with the brand they are using currently: . of sony ericsson users are 59 out of which 33 recommend sony ericsson and 15 recommend nokia. 3. Total no. of nokia users are 283 out of which only 216 recommend nokia.
In motorola maximum no.74 Bar Chart 120 HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE FULLY SATISFIED SOMEWHAT SATISFIED NEUTRAL NOT VERY SATISFIED DISSATISFIED 100 80 Count 60 40 20 0 NOKIA SONY MOTOROLA SAMSUNG RELIANCE ERICSSON OTHERS WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY This shows that in nokia maximum no.In reliance maximum no. of people are somewhat satisfied. of people are neither satisfied nor dissatisfied In samsung maximum no. of people are fully satisfied.In sony ericsson maximum no. of peole are neither satisfied nor dissatisfied. . of people are fully satisfied.
0% Total N 100 Percent 100.0% Chapter 5 Summary of FINDINGS . Linking the preference of messaging over battery life: Linking the preference of messaging over battery life: Case Processing Summary Cases Valid N BATTERY LIFE * 100 MESSAGIN G Percent 100.75 4.0% Missing N 0 Percent .
Though the cost of the Nokia cell phones is high as compared to others. 12000-25000. 500012000 but very less are ready to shell out Rs. • The Indian market is price sensitive. The customer wants value for money. Mostly people are ready to pay Rs. .76 The largest Market share has been captured by Nokia. This leads to increase in the sales of Nokia brand. the brand still has largest percentage of loyal customers who recommend the same brand to others. • Highest percentage of people mainly use cell phones for making calls and this is the reason for lucrative offers on talk time by the telecom providers. However. • The general consensus is that people are satisfied with the cellphone they are using. from cross tabulation we found that nokia users is the highest lot of “fully satisfied” people.
77 Chapter 6: Recommendations suggestions and conclusion. .
2. the age group did not make any difference to this factor. People change cell phones 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 cell phones more frequently. SONY ERICSSON: It is considered to be extremely modern by the majority of people. however. Then Motorola.78 We recommend that brands other than Nokia should improve their promotional strategies so that they can increase on the level of visibility and hence. in other attributes it mainly lies in the neutral category. Since we see through the report that most people are highly satisfied with the cell phone brand they are using. We see Nokia lies highest in the brand visibility. The various features should be user friendly so that people do not find it difficult to use and do not hesitate in using them. No relationship was found between income level and the price they are willing to pay for a cell phone. closely followed by Sony Ericsson. NOKIA : By the majority. This implies that the promotion of Nokia is most effective and it indicates that brand recall rate is higher. some of the findings were: . The maximum expenditure any income level was willing to make lied within the range of Rs. economical. 5000-12000. nokia is considered extremely modern. neither robust nor delicate and extremely attractive. This would increase the company’s image as well as their market share. Hence. Price is an important constraint in the Indian market hence companies need to keep that in mind while manufacturing any commodity. Companies should try to target the higher income level groups so that they can encourage them to buy expensive cell phones than those that lie in the Rs 500012000 category. extremely simple. Also. We developed a liker scale asking people to indicate their satisfaction level on a scale of 1 to 5. We recommend that the companies should build on features other than making calls so that people buy cell phones to serve other purposes. 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. They should advertise these features also so that people know about it. the frequency of changing cell phones is low and lies within after 2 years category. Samsung and finally Reliance. • • • • • BRAND PROFILING : 1. increase their market share. MOTOROLA Majority of people find it extremely modern and extremely attractive while it stays neutral in other categories. This would lead to people wanting to be more technologically advanced. 3.
This indicates that the customer service is not up to the mark and there is scope of improvement for the cell phone companies. 2. Majority of people do not like the MMS facility. but the percentage of satisfaction being low and neutral is prominent.79 1. Most people prefer high mega pixel camera. This indicates that the brands have been able to satisfy the customers and retain them. 4. Though the level of satisfaction from customer service providers was high. This indicates that the usage of camera in cell phones is gaining prominence and hence. 3. 5. . Most people find the cell phones highly user friendly which indicates that the cell phones are easy to use. This may be because MMS facility is an expensive affair and they could do without it. while buying a cell phone it is a major factor to be considered. The highest number of people were satisfied with the cell phone they are using.
80 Appendices and annexure .
5000 2. Chat/ surf the internet Q2. Rank the features on a scale of 1 to 7 according to preference ( 1.Read magazine/books 3. Dine out 4. What mode of communication do you prefer? 1. Bluetooth 2. Nokia . Sony ericsson 3. Please mark (X) the blank that best indicates how accurately one or the other adjective describes the feature of the cell phone.Gaming 5. 7-lowest) 1. Rs. What do you prefer to do in your spare time? 1. Music player 6. Listening music 3. SMS 2. Does not matter Q8. Talk on the phone 4. Nokia 2. we are conducting a market research on cell phones and we would like to know your opinion on the following questions. Since when have you been using a cell phone 1. What do you mainly use your cell phone for? 1. Others. Calls Q5.SMS 3. Q1. What price are you willing to pay for a cell phone? 1. What brand of cell phone are you using currently? 1. Reliance 6.Letters Q3. E-mail 2.Talk on the phone 5. A.5000-12000 3. Battery life 7.000 4. 1-3 years 3. Motorola 4. Sony Erickson Q9. Below Rs. Rs. Samsung 5.highest.Camera 3.000 5. Watch TV 2.81 Dear Sir/Ma’am.12000-20. Memory card 4. How satisfied are you with your present cell phone? 1 2 Fully Satisfied 3 neutral 4 5 dissatisfied Q7. 3-7 years 4. specify _____________ Q6. Which cell phone brand would you recommend? 1. Camera 4. Above 20. 0-1 year 2. Nokia 2. More than 7 years Q4. Messaging Q10.
Sony Erickson Q13.Rate the following brands according to visibility on the scale of 1. After 2 years Q12. 2 3 4 5 .lowest & 5 highest 1 Nokia 2. Yes 2. Modern _:_:_:_:_:_:_ Old – fashioned 2. Does the brand of cell phone owned by your cell phone or friends influence your choice 1. On a scale of 1 to 5. Sony Erickson A partner for a better world Q14. Robust _:_:_:_:_:_:_ Delicate 5. 5. Complex _:_:_:_:_:_:_ Simple 3. Economical _:_:_:_:_:_:_ Expensive 4. No Q15. 2.82 1. Match the following brands with their punch line 1. 1-2 years 3. b) I am satisfied with the customer care service provided c) My cell phone is easy to use d) I am satisfied with the battery my phone has. Attractive _:_:_:_:_:_:_ Unattractive Q11. Sony Ericsson 1. Modern Complex Economical Robust Attractive _:_:_:_:_:_:_ Old – fashioned _:_:_:_:_:_:_ Simple _:_:_:_:_:_:_ Expensive _:_:_:_:_:_:_ Delicate _:_:_:_:_:_:_ Unattractive B. answer the statements based on your preferred choice of cell phones brand Lowest Highest 1 a) I am satisfied with the cell phone I am using. Within 1 year 2. 3. 4. How often do you change your cell phone? 5. Nokia Kar lo duniya mutthi mein 2.
d) e) f) g) h) Age : below 18 years 18 -25 years 25 -40 years Above 40 year Household income(annual): below Rs.00.1. c) 1.000 Rs. 4. 1. 2. 2.00.00. 3.000 Above 5.000 – 5. : Address : Email id : .00.83 e) I like a camera with high mega pixel f) I like MMS facility on my phone Demographic information: a) Name : b) 1.000 Profession : Sex : Phone no. 3.
84 Bibliography .
outlookmoney.google. Parasuramn Dhruv Grewal R.com www.com . Krishnan “Marketing of Financial Services” By ICFAI Publications • Websites www.guruji.com www.moneycontrol.85 • Books referred “Marketing Research” By A.com www.