EXECUTIVE COMMUNICATION

PROJECT REPORT

A STUDY ABOUT MOBILE HANDSET PREFERENCE AMONG YOUTH IN KOCHI, KERALA

Submitted By:
Group No: 2 (MBA-A) Anuranjan Kulu Dinoy M.B Joe Mathai Neethu Mohan
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Resmi. S Teenu Treasa

Declaration

We, hereby declare that this dissertation entitled on “A STUDY ABOUT MOBILE HANDSET PREFERENCE AMONG YOUTH IN KOCHI, KERALA, has been prepared by Anuranjan Kulu, Dinoy, Joe Mathai, Neethu Mohan, Resmi. S and Teenu Treasa (MBA-A: 2010-2012) under the supervision and guidance of Mrs. Susan Mathew, Lecturer, Dept of Management Science RCBS, Kakkanad.

We also hereby declare that this is a bonafide record of dissertation work done by us during the course of our study.

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CONTENTS
CHAPTER
1. 2. 3. 4. 5. 6.

TITLE
INTRODUCTION RESEARCH METHODOLOGY REVIEW OF LITERATURE

PAGE NO.

DATA ANALYSIS AND INTERPRETATION FINDINGS CONCLUSION

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CHAPTER I INTRODUCTION 4 .

Communication that accounts for 2 percentage of consumer spending today will be one of the fastest expanding categories with growth of about 13 percentages. There is an explosive growth in all the areas of consumer goods and services. The paper mainly explores the functional aspects of owning a handset and focuses on understanding the relative importance of the reasons for the purchase and the attributes that college-going students generally look for while buying a handset. The market of mobile handset is also growing with the growing demand of 5 . This paper throws light on the factors that motivate the youth to own mobile handsets.INTRODUCTION India has emerged as the fastest growing mobile handset market in the world. India is the world’s 12th largest consumer market . Mobile telecommunication industry has shown a tremendous growth over the last few years. It is projected that by 2025 India become fifth largest economy in the world ahead of Germany. The Indian mobile market is primarily dominated by the youngsters who account for 32 percent of the total market. The prime objective of the study was to understand the variation in the importance given by different age and gender group to the select factors while buying mobile handset in India. Understanding the youth's preference is a prerequisite for handset manufacturers to sustain or create a competitive advantage in the emerging market.

Objectives Of The Study ➢ To study the attitude of teenagers and youth age group 15-30 towards cellular phones.telecommunication. The growth in this sector has been improved due to liberalization of telecommunication laws and regulations. ➢ Enumerate preference of handset as gender wise and age wise. 6 . ➢ Study about market segmentation of mobile handset industry. The consumers of both rural and urban college going students to mature elders almost all group have started using mobile telecom services. ➢ Investigate their awareness about new trends in mobile handset industry. ➢ ➢ Study about the new technological trends in mobile handset industry. Study brand loyalty of mobile handsets. At present India is the second largest market for mobile handset.

CHAPTER 2 RESEARCH METHODOLOGY 7 .

Secondary data collected from magazines. To ensure primary research conducted in Cochin. The total sample size consists of 30 people. The collected data analyzed and interpreted by using percentage analysis and expressed in the form of using tables and diagrams.Research Methodology Research methodology denotes the way in which a research problem is systematically solved. Methods of data collection The source of primary data was collected by interviews with the respondents using schedules. A detailed questionnaire was used to collect information from respondents. Kerala. Sample size The sample size denotes the no of samples used for conducting the study. It includes all steps that are taken by researcher in solving the research problem with the logic behind applying each of them. reference books. Tools used 8 . internet etc.

Advantages of using this approach were simplicity of data processing. each questions has to be framed increase the reliability of the data. 9 . so limitation of primary data also affects the study.Questionnaire was used to conduct the survey. analysis and interpretation. Limitations • • • Most of the respondents do not reveal the correct information. so opinion is not general one. It contains objective type questions.. The sample size of the study is limited to 30. The study is based on primary data.

CHAPTER 3 REVIEW OF LITERATURE 10 .

According to Indian Brand equity foundation (2005) 11 . the mobile handset has really come a long way. These attributes were luring the users who wanted more from their mobile handsets. and the commercialization of prepaid subscriptions. the device has become an inseparable part of the lives of almost all people irrespective of their gender. storage capabilities. From being a rich man's accessory to being owned by all and sundry. Previously. These days’ mobile handsets are sold predominantly for their browsing. Mobile phones differ from cordless telephones. development of small handsets. which only offer telephone service within limited range through a single base station attached to a fixed land line. Since then.A mobile phone (also called mobile. and age. and several other classy attributes such as camera and MP3 players. simple mobile handsets were in vogue. for example within a home or an office. radical fall in handset prices. Though many of them have become obsolescent in the western part of the world. mailing. Afterwards manufactures started adding several attributes to the handsets. they are still new to India. Calling and messaging is a basic feature in contemporary handsets. cell phone or hand phone) is an electronic device used for full duplex two-way radio telecommunications over a cellular network of base stations known as cell sites. The mobile phone—"the latest incarnation of the telephone" has been commercially available in India since the last decade. The reasons behind the ubiquitous acceptance and presence of the device were the favorable policies of the government. class. The increased competition among various telecommunication companies has increased the demand for mobile telecom service as well as handsets. cellular telephone.

and advanced models. There is a dissemble preference for color display screens over the black and white one. but the system was impractical from what is considered a portable handset today. 1946. playing games. cost $30 USD per month (equal to $334. Consumers are also making wide use of handset to clicking photographs. They are motivated to do so because Indian mobile subscribers are prepared to pay for upgrades. Mobile phones today have moved from its fundamental role of communication and have graduated to become an extension of the personality of the user. The GSM handsets had a market share of 84% and CDMA had 16 % market share.the mobile handset market which was worth rupees 2 billion dollar two years ago shown a growth of 60% per annum. The manufactures are introducing newer and newer models in quick succession of time. ringtones etc. Missouri. Nokia is leading the market with 59% old market share . value based service. chatting. and the AT&T service. Motorola. Samsung and LG.15 today) plus 30 to 40 cents 12 . the prominent are Sony Ericson. basically a massive party line. Louis. listening music. There are various players in GSM market.Among other player. music. The cut through competition between manufactures has forced them to decrease the prices of the handsets. They are offering wide range of products to the consumers at different price range. USA on June 17. while hand-held mobile radio devices have been available since 1973. downloading icons. HISTORY Radiophones have a long and varied history going back to Reginald Fessenden's invention and shore-to-ship demonstration of radio telephony. The first mobile telephone call made from a car occurred in St. through the Second World War with military use of radio telephony links and civil services in the 1950s. The equipment weighed 80 lbs. screen savers.

46 today. after a long race against Bell Labs for the first portable mobile phone. The first commercially automated cellular network (the 1G generations) was launched in Japan by NTT in 1979. if somewhat heavy portable handset. a more modern version called Mobile System B (MTB) was launched. Mobile System A (MTA). In 1981. The first "modern" network technology on digital 2G (second generation) cellular technology was launched by Radiolinja (now part of Elisa Group) in 1991 in Finland on the GSM standard which also 13 . Using a modern. In 1962. and which used transistors in order to enhance the telephone’s calling capacity and improve its operational reliability. Norway and Sweden. this was followed by the simultaneous launch of the Nordic Mobile Telephone (NMT) system in Denmark. Within five years. which was a push-button telephone. MTA phones were composed of vacuum tubes and relays. In 1960. Dr.per local call. was launched in Sweden. Engel of Bell Labs. The first 1G network launched in the USA was Chicago based Ameritech in 1983 using the Motorola Dyna TAC mobile phone. equal to $3. Joel S. 1973 to his rival. initially in the metropolitan area of Tokyo. Several countries then followed in the early 1980s including the UK. Cooper made the first call on a hand-held mobile phone on April 3. and had a weight of 40 kg. the NTT network had been expanded to cover the whole population of Japan and became the first nation-wide 1G network.34 to $4. In 1971 the MTD version was launched. the world’s first partly automatic car phone system. NMT was the first mobile phone network featuring international roaming. Mexico and Canada. Finland. opening for several different brands of equipment and gaining commercial success. a Motorola researcher and executive is considered to be the inventor of the first practical mobile phone for hand-held use in a non-vehicle setting. Martin Cooper.

• Basic mobile phone services to allow users to make calls and send text messages.5G. This has led to great innovation in mobile phone development over the last twenty years. It is an enhanced 3G (third generation) mobile telephony communications protocol in the HighSpeed Packet Access (HSPA) family.marked the introduction of competition in mobile telecoms when Radiolinja challenged incumbent Telecom Finland (now part of TeliaSonera) who ran a 1G NMT network. In 2001 the first commercial launch of 3G (Third Generation) was again in Japan by NTT DoCoMo on the WCDMA standard. which allows networks based on Universal Mobile Telecommunications System (UMTS) to have higher data transfer speeds and capacity. also coined 3. HANDSET FEATURES All mobile phones have a number of features in common. 3G+ or turbo 3G. One of the newest 3G technologies to be implemented is High-Speed Downlink Packet Access (HSDPA). but manufacturers also try to differentiate their own products by implementing additional functions to make them more attractive to consumers. but touch screens are also found in some high end smart phones. The most common input mechanism is a keypad. The common components found on all phones are: • A rechargeable battery providing the power source for the phone functions • An input mechanism and display to allow the user to interact with the phone. 14 .

the Palm Pre the HTC Dream and the Apple iphone. Several phone series have been introduced to address a given market segment. the Sony Ericsson Walkman series of music phones and Cyber shot series of camera phones. • Individual GSM. the concept of the smart phone has evolved. As miniaturization and increased processing power of microchips has enabled ever more features to be added to phones. Handsets with more advanced computing ability through the use of native software applications became known as smart phones. memo recording. with 15 . personal digital assistant functions. Other features that may be found on mobile phones include GPS navigation. The first smart phone was the Nokia 9000 Communicator in 1996 which added PDA functionality to the basic mobile phone at the time. WCDMA. Some CDMA devices also have a similar card called a R-UIM. as well as functions such as playing music and taking photos. and offer basic telephony. iDEN and some satellite phone devices are uniquely identified by an International Mobile Equipment Identity (IMEI) number. music (MP3) and video (MP4) playback. RDS radio receiver.• All GSM phones use a SIM card to allow an account to be swapped among devices. such as the RIM BlackBerry focusing on enterprise/corporate customer email needs. alarms. video calling. and sometimes simple applications based on generic managed platforms such as Java ME or BREW. Low-end mobile phones are often referred to as feature phones. the Nokia N series of multimedia phones. video download. ability to watch streaming video.0+ Mpx) and camcorders (video recording). and what was a high-end smart phone five years ago. is a standard phone today. built-in cameras (1.

Bluetooth (2. USB (2. memory card reader (SD). instant messaging. PTT. 16 . Nokia and the University of Cambridge demonstrated a bendable cell phone called the Morph.0).autofocus and flash. infrared.0) and WiFi connectivity. dual line support. Internet e-mail and browsing and serving as a wireless modem. games. ringtones.

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 17 .

Data Analysis And Interpretations In this study the researchers analyses the data and inference are derived from them. Figure 1 Table 2 Classification based on age group of the respondents Age group 15-20 20-25 No: of respondents 1 13 18 Percentage 3 54 . Table 1 Gender wise classification of respondents Classification No: of respondents 16 14 30 Percentage 53 47 100 Male Female Total The above table shows the gender wise classification of the respondents. ideas and suggestions of the respondents. From the analysis it is clear that 53 % of respondents are male and 47 % are female. The main objective of this study under this chapter is to bring out the true dimensions of the data and to make clear the options.

Figure 2 Table 3 Table showing whether the respondents owned a mobile phone or not Status Yes No Total No: of respondents 30 0 30 Percentage 100 0 100 The above table shows that 100 % of the respondents owned a mobile. From the analysis it is clear that 3 % of respondents come under the age group of 15-20.25-30 Total 16 30 43 100 The above table shows the age group of respondents. 54 % under 20-25 and 43 % under 25-30. 19 .

5 6.5 0 100 From the above table it is clear that 50 % of respondents use Nokia phones. 10 % uses reliance. 17 % uses Apple iphone.5 % uses LG. 6.Figure 3 Table 4 Table showing the type of mobile phone owned by the respondents Type Nokia Apple iphone Reliance Black Berry LG Sony Ericsson Others Total No: of respondents 15 5 3 3 2 2 0 30 Percentage 50 17 10 10 6.5 % uses Sony Ericsson .6. 10 % uses Black Berry. 20 .

Figure 5 21 .Figure 4 Table 5 Table showing the type of connection used by the respondents Type Prepaid Postpaid Total No: of respondents 14 16 30 Percentage 46 54 100 The above table shows that 46% of respondents are using prepaid connections and 54 % are using postpaid connections.

and 10 % uses Bsnl . Figure 6 Table 7 Table showing the one who bought mobile phone to the respondents 22 . 13 % uses Idea. 10 % uses Reliance.Table 6 Table showing the service provider to the mobile phones of the respondents Service provider Airtel Idea Vodafone Reliance Bsnl Others Total No: of respondents 13 4 7 3 3 0 30 Percentage 43 13 24 10 10 0 100 The above table shows that 43 % of respondents use Airtel connection. 24 % uses Vodafone.

No: of respondents Father Brother Self Company Others Total 19 3 8 0 0 30 Percentage 63 10 27 0 0 100 The above table shows that majority of respondents got mobile phones from their (63 % by father. and 27 % by self) Figure 7 Table 8 Table showing reasons for owing a mobile phone Reasons Everybody had one you wanted to buy it 23 No: of respondents 2 Percentage 7 . 10% by brother.

of respondents 25 Percentage 83 24 . Figure 8 Table 9 Table showing accessories bought with mobile phones Accessories Only mobile cover No.somebody asked you to get 4 13 No landline connection 5 17 Convenience in calling 13 43 Messaging 5 17 Other reason 1 3 Total 30 100 From the above table we can analyze that majority of the respondents own a mobile phone because of the convenience in calling.

Only a waist pouch 2 7 Only a chord /string 3 10 None 0 0 Others 0 0 Total 30 100 From the above table majority of the respondents bought only mobile cover with mobile phones. of respondents 5 5 20 30 25 Percentage 17 17 66 100 . Figure 9 Table 10 Table showing how often the respondents change the mobile phones Changing Time Less than 6 months 6-12 months More than 1 yr Total No.

of mobile phones respondents family owns Number Only 1 2-3 4-5 Above 5 Total No.The above table shows that 17 % of respondents change their mobile within 6 months. of respondents 0 12 16 2 30 Percentage 0 40 53 7 100 26 . Figure 10 Table 11 Table showing No. 17 % within 6-12 months and 66 % more than 1 year.

27 . 17 % appearance. Figure 11 Table 12 Table showing the respondent’s reason for choosing the present model of mobile phone Reason Price Appearance Functions Size and weight Trend Achievement Others Total No. 53 % are having 4-5. of respondents 9 5 10 3 3 0 0 30 Percentage 30 17 33 10 10 0 0 100 From the above table 30 % of respondents choose the mobile phones considering the price. 40 % are having 2-3 mobile phones. 33 % functions. 10 % size & weight. and 7% are having more than 5 mobile phones in their family.The above table shows that about 0 % of respondents families are having only 1 mobile phone. and 10 % considering the trend.

of respondents 28 2 30 Percentage 93 7 100 From the above table it is clear that about 93 % of respondents are satisfied with their mobile phones and only 7% are dissatisfied.Figure 12 Table 13 Table showing the satisfaction of respondents with their mobile Opinion Yes No Total No. Figure 13 28 .

Table 14 Table showing the most important facility that should be in a mobile phone Facility Internet access Camera Games Video calling Magic voice FM Others Total No. 7% wanted games.26% wanted camera. of respondents 9 8 2 2 3 6 0 30 Percentage 30 26 7 7 10 20 0 100 From the above table about 30% of respondents wanted internet access along with their mobile phone as an added facility. again 7% voted for video calling. 10% for magic voice and 20% wanted FM in their mobile phones. Figure 14 29 .

CHAPTER 5 FINDINGS FINDINGS Following were the findings that were disclosed from the analysis of the data: 30 .

Mobile phone changing period of 66% respondents were more than 1 year. Around 93% of the respondents were satisfied with their mobile phones.• • • • • • • • • • 100 % of the respondents owned a mobile. About 54% of respondents were in the age group of 20-25. In that 53% of the respondents were male. Majority choose the present mobile phone considering its functions. 31 . From the analysis it was clear that majority preferred internet access as an added facility that should be provided with the mobile phones. Reason for owning a mobile phone was it was convenient in calling. Almost all families had 3-4 mobiles. Majority bought only mobile cover with the phones.

CHAPTER 6 CONCLUSION CONCLUSION 32 .

The intense competition between manufacturers has forced them to expand their market base.The mobile telecom services are now being widely consumed by the Indian society. Also they have less knowledge about new technological developments and therefore. This is probably due to the high price difference between handsets with highly advanced technical features and other handsets. ‘value added features’. The self-image and lifestyle may vary among genders and different age groups. Besides communication. The study also reveals that the consumer does not bother much about the price of handset provided they are satisfied with other features. rather they consider ‘physical appearance’. That is why they are more price-sensitive.. consider ‘value added features’. people now seek entertainment and other features that are compatible to their self-image and lifestyle. The study concludes that the users of age group of 18-30 years are less price sensitive than consumers of other groups. people have given the least preference to the ‘core technical features’. ‘brand’ and ‘core technical features’ less important. ‘brand’. Overall. Also female consumers gave only low to moderate preference to this factor. Rather these have become an essential part of their lives. 33 . The mature consumers on the other hand may have priorities for other products due to other obligations. and ‘core technical features’ more important than users of any other age groups. the study was carried out among consumers of different age and gender groups to understand the importance of factors that influence their mobile handset buying. Therefore.

ANNEXURE QUESTIONNAIRE 34 .

Specify______________ You are in to Prepaid Postpaid Who bought mobile for you? Father Brother Self Company Others Reason for owing a mobile phone? Everybody around you already had one with them You wanted to buy it Somebody asked you to get one for yourself No landline connection Convenience in calling Messaging Other reason 5. 7. 9. 4. 6. What accessories have you bought with your mobile? Only mobile cover Only a waist pouch Only a chord /string 35 . Gender : Male Female Age group : 15-20 20-25 25-30 Do you own a mobile phone? Yes No Currently you own a Nokia Apple iphone Reliance Black berry LG Sony ericsson The service provider is Airtel Idea Vodafone Reliance BSNL Others.A STUDY ABOUT THE MOBILE HANDSET PREFERENCE AMONG YOUTH IN KOCHIN KERALA 1. 8. 3. 2.

None Others 10.Which do you think you do must with your mobile phone? Internet access Camera Games Video calling Magic voice FM 17.Are you satisfied with your mobile phone? Yes No 16.Which Mobile company will be your second preference? Specify ________________________________________ 11.How often do you change your mobile phone? Less than six month 7-12 months More than one year 12.Write the model of your phone?_________________________________ 14.How many mobile phones do your families have? Only one 1-3 4-5 Above 5 13.Rate your phone N o A Particulars Battery Back up Bad Good Very Good Excellent 36 .Why did you choose this model? Price Appearance Function Size and weight Trend Achievements Others 15.

Suggestions : 37 .B C D E F G Price in relation with features Network reception Style Frequency problem Customer service availability Brand value 18.

38 .