Dushyant shrivas

BBA 2 semester

Y19180521

STP Report on Nokia

Dr.harisingh gour central university

Sagar (M.p)
 Declaration
I the undersigned,Dushyant shrivas am a
student of Dr.Harisingh gour central university
sagar pursuing BBA(Hons) under the university
of sagar,hereby declare that the project report
submitted is correct and original as per my
knowledge.I hereby declare that this project
work is not submitted to any other
college/university.

Dushyant shrivas

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Certificate

This is to certify that “Dushyant shrivas”student of Dr.Harisingh

gour central university has successfully completed their project
on “Nokia”under the guidance of Mr.Lokesh uke Sir.

Dushyant shrivas
Acknowledgement

First of all I would like to thank ALMIGHTY for

giving me power to pen down the assignment. I thank
the entire teaching staff especially Mr.lokesh uke sir
for sharing his valuable knowledge with me & for
providing his abler guidance and support. I also thank
to my classmate who every time helped me out and
encouraged me for carrying out the task.

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Preface

I am presenting a project assignment on “Nokia”.In this project I

have tried to give all the important information about the
assigned topic.
In this project information contained is about Nokia ,its market
share ,and all other important information
I am thankful to Mr.Lokesh uke sir who gave a moral support and
guided me to complete this project on time.He also guided me in
different matters regarding this project .while doing this project I
came to know many things .
I have given all the information in this project by taking the help of
internet and useful websites.
1.T. Table of content

1.Introduction

2.Objective of study

3.Literature Review

4.Research Methodology
a).Objective of study
b).sampling plan
c).statistical tools used for data analysis
d).Limitations of study

5.Data Analysis and interpretation.

6.Conclusion and Recommendation

7.Reference
 Term Paper

INTRODUCTION

In the financial year 2009 10, the market share of Nokia in India stood at 52.2%. Thats a
good 11.8% fall from 64% in the last financial year.
Samsung with its wide range of Corby and Star branded mobiles has caught the attention of
young Indians that played its part in raising its Market share from 10% to 17.4%. LG stands
third at 5.9% share.
On the other hand, the Indian handset makers, whose combined market share was just lurking
between 3 to 4% in the previous financial year has grown up to 14%. Micromax mobiles
topped the chart (of Indian makers) with 4.1% share followed by Spice (3.9%) and Karbon
mobiles (3%). Recent entrants such as Lava mobile, Lemon mobiles and Max mobile too are
hovering around that 1% market share.
Its not rocket science that why these Indian handset makers saw that instant success. Its all
thanks to the falling telecom calling prices and hence the need for Dual sim mobiles. These
handset makers made huge money in very little time and were sponsoring events like crazy,
including the BCCI cricketing events, which isnt a small boys thing.
For some reasons, Big players such as Nokia were reluctant to produce Dual Sim mobiles.
Realizing this about to get worse situation. When it does, it is sure to receive a warm
response.
Some call the Indian handsets as Made in China and sold under Indian brands seeing their
awful UIs and cheap plastics. Yet, they are cheap and offer Dual Sim capability and hence
people go crazy and buy them. Nokia, on the other hand is known for its Quality and
longevity (which seriously lacks in the other category handsets) and hence should receive
good, if not great response to its Dual sim mobiles.
However, the Dual sim craze might not last longer as consolidation is expected in the Indian
market when maintaining 2-3 Sim cards would prove to be heavy. And not to forget the 3G
entrance to India in or around October this year when people would certainly look for 3G
handsets.

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 Term Paper

The following trends of Indian Mobile Market come before us:

 The growth has more or less flat [owing to low sales figure in Q1] in total, 101.54
million units of sales were registered.

 Local manufacturers* have grabbed 17.5% market share [from 0.9%, a year back]

 Only 5 local manufacturers in 2008 and the number stands at 28 now!

 Nokia market share in India fell from 56.2% share in 2008 to 54.1% in 2009.

 Samsung Electronics Co. Ltds share rose marginally to 9.7% from 9.5%.

 LGs share dropped from 7.2% to 6.4%,

 Of the local manufacturers, Micromax leads the race and holds a market share stands
of 4.8%.

G- Five also show good growth in Indian Mobile Market acquire more than 5%
market share. G- Five attract Indian poor and middle level mobile consumers due to
its dual Sim facility at very low cost. Micromax also give a great competition with
80% growth in rural areas. Micro-Max acquire 4.1% market share just in few months
and its increasing continuously. Samsung also overtake Motorola in India, now its
share increases more than 12% which is big concern for Nokia marketing share.
Indian other desi mobile companies like Lava, Karbonn, Lemon, Max etc. comes in
the marketing ready to give competition to Nokia. Above four companies have more
than 5% of Indian Mobile Market. Although Nokia still has 52% share in Indian
market but its total revenue dropping to Rs. 14100 crore this year from Rs. 16567
crore in last year. Nokia lost its 12 %market share in the last year.

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 Term Paper

OBJECTIVE OF STUDY:

The main object of my study is:

1) What are the main reasons behind Nokia

losing its market share in Indian mobile
market?

2) Why Nokia lacking behind in market

share from other companies.

3) Is it serious matter for Nokia that its

market share going downfall.

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Review of literature
1) International President of G- five GEFF ZHANG tells that G- Five have more than 5%
share in Indian market and contributes the 50% of company global revenue. G- Five
attracts customers due its low price with rich features like Dual Sim, MP3 Player etc. He
also say that they open fully operational 500 service centre in India. Company also
offering 500 days warranty against the normal industry practice of 365 days. They are
also introducing range of smart phones and 3G phones to cater to more evolved
consumers. They also have big team to distribute its models in all over India.

2) The phones known as china phones chinco mobiles which are coming from china have
unique selling points, cheap price tag and same plate-form. When the original mobiles
are selling their mobiles at $400 to $500 where their fakes are selling for less than $100
which contain two sim cards so, people preferring cheap mobile phones against the
original products. Millions of china phones are flooding in India and other Asia countries
on daily basis and so being about. The fact is that china hones are cheap, it does not
means they are inferior. These phones are giving high quality features at low price which
is an upto attract consumers

3) Indian mobile market expert ASSEN RASTOGI that Nokia ruled the Mobile hand set
market till a couple of years back like the colossus. Before last two years Nokia have
over70% market share but the slide happened in last year. When Nokia lost its 5%
market share in q2 and its declining remains continue during the year. The problems
with Nokia are in its ability to develop a good smart phone or once which have Dual or
trip sim other such unique facility, although Nokia tried its N8 Model but its does not
gets report in Indian market. The likes of Micro-max, Karbonn and G- Five have
literally change mobile play in India with their value for money products.

4) Indian home made Micro-Max is now beating Nokia in all aspects. Micro-Max
is on top position in Indian Mobile Market with 80% growth in rural areas
while Nokia market share is going down. Micro- Max has 4.1% market share
just in few months. Micro-Max is leading mobile firm in India is going a
head to healthy competition with other mobile competitors. Micro-Max is
getting popularity as cheap, long battery back up and quality mobile
manufacture that was Nokia in India. The Micro-Max understands the real
market and provides the best quality with latest technology mobile Phones at
affordable prices with easy availability. Company launched 37 mobile
handsets with in a one and a

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 half year and company sell approximate 1 million handsets.

5) Nokia of course leads the market but surprise comes from samasung. Samasung has
overtaken Motorola in Indian handset market as the latest figures; Samasung comes to the
second position with the 7% market share. Nokia success is mainly attributed to the
distribution deals they linked estimated 79000 retail outlets in India. Nokia market share
has gone down in past few months as the other mobile manufactures are building a strong
retail presence in country. All other manufactures also adopting same strategy like Nokia
to their in every corner.

6)Nokia launches N8 mobile model on 12 oct,2010, this set has amazing features include 12
.1 mega-pixel camera, FM transmitter, easy USB support and many more and N8 is an
attempt by Nokia to regain its market share by proving the relevance of its products to
its fast changing consumer needs but its seems a bit to late because they are competitor
products already in the market with the great technology mobiles like Micro-Max.
Through N8 Nokia want to gain its market share it means Nokia already concern about
their downfall and heavy competition in market.

7) Nokia market share is fallen to 31.5% market share according to IDC report. Reports
suggest that domestic manufactures such as Micro-max, Spice and Lava are edging their
into the bottom end of Indian mobile market while apple, blackberry and Rim are
realising the cream on the top. The Chinese handset maker called G- five is said to eating
the Nokia market share. G-Five gained its popularity due to low price. Now days
consumers are getting attract to those company that offer quality features at lucrative
prices rather than going for a brand name. This has resulted downfall in Nokia market.

8) KAN SHARMA states that it is look like the golden era of our Desi mobile headsets
brands has just began. According to the survey Indain manufacture grabbed a 14% of
market share in year 2009-10 which was just 4% during the last year. Although, Nokia is
giant with 52 % market share but its market share is fall by 12% in last year even the
Nokia launching 22 new devices and making the handsets available across 2 lakh retail
outlets but its total revenue dropped to 14100 crore, in this year from rupees 16567 crore
in last year.

9) After 2003 when Chinese mobile entered in Indian market, it attracts the low level
consumer with low price strategy and highly facilitated mobile. Now, small and Indian
manufactures are producing mobile phone models just in several weeks like Nokia.
India mobile manufactures already plan to set their new plant with big investment. The
price range Rs 2000 to Rs 6000 is growing as a fastest ranges that at about 30% annual
growth rate. As most Indian consumer belong to middle level the are attracted towards
the Micromax and G5 mobiles which are providing feature like dual sim, extended
battery life and many other attractive features.

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10) Nokia has traditionally support on innovation not in price games. Price was never lead
to the market growth that said by the Nokia India sales director Vipal Sabharrwal. But
ion real condition Nokia is failing in both price game and innovation. Nokia also failed
in capturing the mood of the market like heavy prices, mobile with two sim cards
whereas small companies like Zen and Karbonn manufacturing dual sim mobile. Nokia
is legging behind in this technique. G5 is also threat for Nokia because people preferred
to buy multimedia phone with dual sim in Rs1500 then to buy Nokia new black and
white screen phones.

11) Nokia and other established hand set makers are quickly losing market share to push
why a Chinese no brand vendors into the domestic market. Top selling Nokia Q3 market
share shrank to 28.2% from 36.7% a year ago, to its lowest level since 1999. Mostly
Chinese films using cheapest equipment mobiles and flooding them to India Africa and
Latin America. It is an big issue for Nokia then other brands because Chinese phones
just eating Nokia market share by a low price strategy.

12) Nokia is facing stiffed competition from local plays in India mobile phone market. India
is the second largest mobile phone market after china and accounts for around 20% of
mobiles phone in emerging market. Nokia loses its market share to its rivals like
Samsung, Micromax and Karbonn because it neglected emerging trends in Indian
mobile phone market. Nokia has been slow to bring out the popular features like dual
sim card and social networking applications. At the same time its competitors have
invested in heavily in advertising that have help red them to grow them rapidly.

13) Nokia launches 22 devises in financial year in 2009-10 and increase its retail outlets by
45% in rural areas. In India betting big on life tool products even though the company
seems to losing the smart phone work. Company is lagging behind to launch the dual
sim phone and other innovative ideas not just market share, Nokia is losing mind share
too. Now company is looking for a model-l 100 phone magic.

14)Micromax is a Gurgaon based company has introduced 37 phones just over a year
designing them in India and manufacturing them with the help of partners in china. The
company has kept their prise affordable they start at $ 40 and provide latest facility
mobile like WI-Fi, 3G and GPS capability. Company also huge benefit from
advertisement in IPL. It attracts Nokia consumers Micromax beats Nokia in both price
strategy and in advertisement strategy. Micromax also designed all its phone to hold
two sims where as Nokia does not launch its own dual sim phones.

15) At high price range Nokia is losing its market share to Apple I phone and Blace Berry
and in low range mobile market Chinas and Indian domestic phone companies eating the

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 market share of the Nokia. Nokia suffered a 14% year on year profit decline and it waits
for gripped the market. Nokia is pinning its hopes on N8. Nokia claims that this new
phone will have user experience superior than any other Nokia phone. Nokia has lagged
behind when it comes to smart phones, people preferred buying popular I phones or
android equipped smart phone then Nokia Simbian OS model.

Nokia Industry
Nokia Corporation is a Finnish multinational communications corporation that is headquartered in
Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in the
manufacturing of mobile devices and in converging Internet and communications industries, with over
132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over
€42 billion and operating profit of €2 billion as of 2010. It is the world's largest manufacturer of mobile
phones: its global device market share was 31% in the fourth quarter 2010, up from an estimated 30% in
third quarter of 2010 but down from an estimated 35% in the fourth quarter of 2009. Nokia's estimated
share of the converged mobile device market was 31% in the fourth quarter, compared with 38% in the
third quarter 2010. Nokia produces mobile devices for every major market segment and protocol,
including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such as applications,
games, music, maps, media and messaging through its Ovi platform.
Nokia's subsidiary Nokia Siemens Networks produces telecommunications network equipment,
solutions and services. Nokia is also engaged in providing free digital map information and navigation
services through its wholly owned subsidiary Navteq. Nokia also

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has greater dependency on England based company duo namely Symbian Corporation for its
mobile operating systems and OVI for its mobile based application software development and
distribution, which has made Nokia as highest selling mobile phone vendor within the last
few years.
Nokia has sites for research and development, manufacture and sales in many countries
throughout the world. As of December 2010, Nokia had R&D presence in 16 countries and
employed 35,870 people in research and development, representing approximately 27% of
the group's total workforce. The Nokia Research Centre, 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 centres, in 2001 Nokia founded (and owns) INdT
Nokia Institute of Technology, a R&D institute located in Brazil.[8] Nokia operates a total of
9 manufacturing facilities located at Salo, Finland; Manaus, Brazil; Cluj, Romania; Beijing
and Dongguan , China; Komárom, Hungary; Chennai, India; Reynosa, Mexico; and Masan,
South Korea. Nokia's industrial design department is headquartered in Soho in London, UK
with significant satellite offices in Helsinki, Finland and Calabasas, California in the USA.
Nokia is a public limited liability company listed on the Helsinki, Frankfurt, and New York
stock exchanges. Nokia plays a very large role in the economy of Finland; it is by far the
largest Finnish company, accounting for about a third of the market capitalization of the
Helsinki Stock Exchange as of 2007, a unique situation for an industrialized country. It is an
important employer in Finland and several small companies have grown into large ones as its
partners and subcontractors. Nokia increased Finland's GDP by more than 1.5% in 1999
alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for almost a
quarter of Finland's exports in 2003.
In recent years, Finns have consistently ranked Nokia as one of the best Finnish brands. In
2008, it was the 27th most respected brand among Finns, down from sixth place in 2007. The
Nokia brand, valued at $29.5 billion, is listed as the eight most valuable global brands in the
Interbrand/Business Week Best Global Brands list of 2010 (first non-US company). It is the
number one brand in Asia and Europe , the 41st most admirable company worldwide in
Fortune's World's Most Admired Companies list of 2010 (third in Network and Other
Communications Equipment, seventh non-US company), and the world's 120th largest
company as measured by revenue in Fortune Global 500 list of 2010. As of 2010, AMR
Research ranks Nokia's global supply chain number nineteen in the world. In July 2010,
Nokia announced that their profits had dropped 40%. In the global Smartphone rivalry, Nokia
dominates the worldwide mobile markets, but remains fragile in the United States.
On 11 February 2011, Nokia announced a partnership with Microsoft which will mean most
future Nokia smart phones will be powered by the Windows Phone 7 operating system

ONLINE SERVICE

.mobi and the Mobile Web

Nokia was the first proponent of a Top Level Domain (TLD) specifically for the Mobile Web
and, as a result, was instrumental in the launch of the .mobi domain name extension in
September 2006 as an official backer. Since then, Nokia has launched the largest mobile
portal, Nokia.mobi, which receives over 100 million visits a month. It followed that with the
launch of a mobile Ad Service to cater to the growing demand for mobile advertisement.

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Ovi
Ovi, announced on August 29, 2007, is the name for Nokia's "umbrella concept" Internet
services. Cantered on Ovi.com, it is marketed as a "personal dashboard" where users can
share photos with friends, download music, maps and games directly to their phones and
access third-party services like Yahoo's Flickr photo site. It has some significance in that
Nokia is moving deeper into the world of Internet services, where head-on competition with
Microsoft, Google and Apple is inevitable.
The services offered through Ovi include the Ovi Store (Nokia's application store), the Nokia
Music Store, Nokia Maps, and Ovi Mail, the N-Gage mobile gaming platform available for
several S60 smartphones, Ovi Share, Ovi Files, and Contacts and Calendar. The Ovi Store,
the Ovi application store was launched in May 2009. Prior to opening the Ovi Store, Nokia
integrated its software Download! store, the stripped-down MOSH repository and the widget
service WidSets into it.
On March 23, 2010, Nokia announced launch of its online magazine called the Nokia Ovi.
The 44-page magazine contains articles on products by Nokia, what Ovi stands for , tips and
tricks on the usage of Nokia mini laptop Booklet 3G, latest reviews of mobile applications,
news about the mobile maker's services and apps such as Ovi maps, files and mail. Users can
download the magazine as a PDF or view it online from the Nokia website.
My Nokia
Nokia offers a free personalised service to its subscribers called My Nokia (located at my.
nokia.com). Registered My Nokia users can get free services as follows:
 Tips & tricks alerts through web, e-mail and also mobile text message.
 My Nokia Backup: A free online backup service for mobile contacts, calendar logs
and also various other files. This service needs GPRS connection.
 Numerous ringtones, wallpapers, screensavers, games and other things can be
downloaded free of cost.

Comes With Music

On December 4, 2007, Nokia unveiled their plans for the "Nokia Comes With Music"
initiative, a program that would partner with Universal Music Group International, Sony
BMG, Warner Music Group, and EMI as well as hundreds of Independent labels and music
aggregators to bundle 12, 18, or 24 months worth of unlimited free music downloads with the
purchase of a Nokia Comes With Music edition phone. Following the termination of the year
of free downloads; tracks can be kept without having to renew the subscription. Downloads
are both PC and mobile-based.
On January 18, 2011, Nokia decided to withdrew its "Comes with Music" program in 27
countries, due to its failure to gain traction with customers or mobile network operators. The
service will still be offered in China, India, Indonesia, Brazil, Turkey and South Africa where
take-up has been better.

Nokia Messaging
On August 13, 2008, Nokia launched a beta release of "Nokia Email service", a new push e-
mail service, since graduated as part of Nokia Messaging.
Nokia Messaging operates as a centralised, hosted service that acts as a proxy between the
Nokia Messaging client and the user's e-mail server. It does not allow for a direct connection

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between the phone and the e-mail server, and is therefore required to send e-mail credentials
to Nokia's servers. IMAP is used as the protocol to transfer emails between the client and the
server.

RESEARCH METHODOLOGY

The chapter of research methodology will indicate the objective of the study, its universe,
sampling design used, collection of data, statistical tools employed for analysis of data and
the limitation of the study.

Title of the project

Why Nokia Losing Its Market Share? Industry - A Comparative Study between Nokia
mobiles and different Brands

Objective of the Study

Research without any objective is misleading. For any research work, however small it may
be, it has to be meaningful and it needs to have some objective. The present study has been
undertaken with the sole objective of analyzing the down market of Nokia due to the market
have more choices of mobile phones, following have been the objectives of the study.

The main object of my study is:

1) What are the main reasons behind Nokia losing its market share in Indian
mobile market?

2) Why Nokia lacking behind in market share from other companies.

3) Is it serious matter for Nokia that its market share going downfall.

PLAN ADOPTED FOR RESEARCH STUDY

The research methodology adopted for the study is summarized in a flow chart on next page.

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First part of research was exploratory. Secondary data was collected through various sources
such as various journals, magazines, company websites and internet. Data gathered in this
stage was used as input for development of questionnaire.

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 Term Paper

After exploratory research, descriptive research was conducted using survey method. Primary
data has been collected by using a questionnaire. The questionnaire was designed on the basis
of certain pre-determined parameters of Mobile market derived from exploratory research.

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The questionnaire was of structured type. The questionnaire contained questions relating to
different mobile phones rate, people preferences on different companies mobile and their
ability to pay for the mobile phones.

SAMPLING PLAN
Sample Size

The total sample size is based on 100 respondents. The respondents of present study belong
to different age groups, educational qualifications, sex and different spans of experience.
Data collection

The selection of sample for the collection of primary data was based on convenient sampling
technique.
A. Respondents: All mobile users are focused for this survey. The number of people are
selected on the basis of using mobile phones by user, any type of mobile user are
focused.

B. Tools: Separate pre-tested questionnaires were designed for employees. The

questionnaires were pre-tested for clarity on two respondents. Improved
questionnaires were used for final collection of data.

C. Administration: The investigator (student) personally administered the

questionnaire
.

In the next stage the questionnaire was administered. The population/universe for the survey
consisted only mobile user of any age.
The primary data received through questionnaires from people who filled the survey was
classified and tabulated. Quantitative and qualitative analysis was done and inferences were
drawn in line with the objective of the study.

STATISTICAL TOOLS USED FOR DATA ANALYSIS

Data collected has been analyzed on the basis of weighted average score. The score ranged
from 5 to 1. The weights were assigned as 5 for highly satisfied or strongly agree, 4 for
satisfied or agree, 3 for neither satisfied nor dissatisfied or neither agree nor disagree, 2 for
dissatisfied or disagree and 1 for highly dissatisfied or strongly disagree. Tables and Bar
graphs used for this purpose.

LIMITATIONS OF STUDY
The limitations encountered during the course of present study are detailed as under:-

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1. Since the study is based on a pre-designed questionnaire there is possibility of error due to
gap between the truth and the observation.
2. The selection of respondents was based on convenience sampling and it might not be truly
representative of the universe.
3. Although utmost care has been taken to get accurate results, yet because of the risk of
ambiguities and misinterpretation on the part of respondents, some element of inaccuracy
could have been there.
4. Since a small sample size has been taken, the possibility of sampling errors cannot be ruled
out in the study.
The constraint of time also prevented an in- depth research of the subject under study.

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CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

Frequency Table

Q1
Cumulative
Frequency Percent Valid Percent Percent

Valid male 72 71.3 72.0 72.0

female 28 27.7 28.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0

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Interpretation: this graph shows the gender who respond the most are male.

Q2
Cumulative
Frequency Percent Valid Percent Percent

Valid 6-25 82 81.2 82.0 82.0

26-40 9 8.9 9.0 91.0

above 40 9 8.9 9.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0

Total 101 100.0

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Interpretation: this graph shows that people who use phone generally youngsters and
comes in the category of 6 years to 25 years.

Q3
Cumulative
Frequency Percent Valid Percent Percent

Valid matriculation 2 2.0 2.0 2.0

higher secondary 32 31.7 32.0 34.0
Graduation 37 36.6 37.0 71.0

post graduation 28 27.7 28.0 99.0

Any other 1 1.0 1.0 100.0

Total 100 99.0 100.0

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Missing System 1 1.0

Total 101 100.0

Interpretation: As we can see that the respondents who response to the questions is very
educated because all are graduates and postgraduates.

Q4
Cumulative
Frequency Percent Valid Percent Percent

Valid Serviceman 9 8.9 9.0 9.0

Businessman 9 8.9 9.0 18.0

Govt. Service 7 6.9 7.0 25.0

Any Other 75 74.3 75.0 100.0

Total 100 99.0 100.0

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Total 101 100.0

Interpretation: In this charts user who are students or under 18 is the respondent. This
shows that the students are the aggressive users and they are not working for any
organization.

Q5
Cumulative
Frequency Percent Valid Percent Percent

Valid below 50000 26 25.7 26.0 26.0

Student/other 74 73.3 74.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0

Total 101 100.0

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Interpretation: This graph shows that respondent are student manly who are not earning
the money.

Q6a
Cumulative
Frequency Percent Valid Percent Percent

Valid Ticked 51 50.5 52.6 52.6

unticked 46 45.5 47.4 100.0

Total 97 96.0 100.0

Missing System 4 4.0

Total 101 100.0

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Interpretation:

Q6b
Cumulative
Frequency Percent Valid Percent Percent

Valid unticked 98 97.0 100.0 100.0

Missing System 3 3.0
Total 101 100.0

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Q6c
Cumulative
Frequency Percent Valid Percent Percent

Valid Ticked 32 31.7 32.7 32.7

unticked 66 65.3 67.3 100.0

Total 98 97.0 100.0

Missing System 3 3.0
Total 101 100.0

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Q6d
Cumulative
Frequency Percent Valid Percent Percent

Valid unticked 99 98.0 100.0 100.0

Missing System 2 2.0

Total 101 100.0

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Q6e
Cumulative
Frequency Percent Valid Percent Percent

Valid Ticked 8 7.9 8.2 8.2

unticked 90 89.1 91.8 100.0

Total 98 97.0 100.0

Missing System 3 3.0
Total 101 100.0

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Q6f
Cumulative
Frequency Percent Valid Percent Percent

Valid Ticked 8 7.9 8.0 8.0

unticked 92 91.1 92.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0
Total 101 100.0

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Interpretation: Above all six graphs shows that the most of the user are Nokia or Samsung
users or both.

Q7
Cumulative
Frequency Percent Valid Percent Percent

Valid below 5000 50 49.5 50.0 50.0

5000-10000 31 30.7 31.0 81.0
10000-20000 13 12.9 13.0 94.0
above 20000 6 5.9 6.0 100.0

Total 100 99.0 100.0

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Total 101 100.0

Interpretation: This graph shows that the people or students who use mobile are not willing
to pay more than 5000 for mobile phones, which shows that people look for cheap mobile
and high technology.

Q8

Cumulative
Frequency Percent Valid Percent Percent

Physical appearance 17 16.8 17.0 17.0

Size 12 11.9 12.0 29.0

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Valid Price 30 29.7 30.0 59.0

Function and features 41 40.6 41.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0

Total 101 100.0

Interpretation: as we can see above graphs that most of the public is young or students so
they generally look for the functions and features in a mobile rather than physical appearance
etc.

Q9

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Cumulative
Frequency Percent Valid Percent Percent

Valid yes 87 86.1 87.9 87.9

No 12 11.9 12.1 100.0

Total 99 98.0 100.0

Missing System 2 2.0

Total 101 100.0

Interpretation: this graph shows that almost all users are brand conscious when purchasing
the mobile phones.

Q10

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Cumulative
Frequency Percent Valid Percent Percent

Valid 0-6 months 5 5.0 5.1 5.1

6 months-1 year 13 12.9 13.1 18.2

1 - 2 years 26 25.7 26.3 44.4

above 2 years 55 54.5 55.6 100.0

Total 99 98.0 100.0

Missing System 2 2.0

Total 101 100.0

Interpretation: In this graph, we interpreted that users are not willing to change their mobile
phone for long time, it shows their purchasing power.

Q11

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Cumulative
Frequency Percent Valid Percent Percent

Valid yes 17 16.8 17.2 17.2

No 42 41.6 42.4 59.6

can't say 40 39.6 40.4 100.0

Total 99 98.0 100.0

Missing System 2 2.0

Total 101 100.0

Interpretation: for launching of a new product in market or mobile phone people are not
interested in that, it shows the loyalty towards the brand.

Q12a

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Cumulative
Frequency Percent Valid Percent Percent

Valid Rank-1 65 64.4 65.7 65.7

rank-2 24 23.8 24.2 89.9

rank-3 4 4.0 4.0 93.9

Rank-5 6 5.9 6.1 100.0

Total 99 98.0 100.0

Missing System 2 2.0

Total 101 100.0

Q12b

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Cumulative
Frequency Percent Valid Percent Percent

Valid Rank-1 48 47.5 48.0 48.0

rank-2 25 24.8 25.0 73.0

rank-3 19 18.8 19.0 92.0

Rank-4 4 4.0 4.0 96.0

Rank-5 4 4.0 4.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0

Total 101 100.0

Q12c
Frequency Percent Valid Percent

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Cumulative
Percent

Valid Rank-1 43 42.6 43.0 43.0

rank-2 24 23.8 24.0 67.0

rank-3 20 19.8 20.0 87.0

Rank-4 7 6.9 7.0 94.0

Rank-5 6 5.9 6.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0

Total 101 100.0

Q12d

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Cumulative
Frequency Percent Valid Percent Percent

Valid Rank-1 46 45.5 46.5 46.5

rank-2 29 28.7 29.3 75.8

rank-3 16 15.8 16.2 91.9

Rank-4 4 4.0 4.0 96.0

Rank-5 4 4.0 4.0 100.0

Total 99 98.0 100.0

Missing System 2 2.0

Total 101 100.0

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Q12e
Cumulative
Frequency Percent Valid Percent Percent

Valid Rank-1 44 43.6 44.0 44.0

rank-2 19 18.8 19.0 63.0

rank-3 11 10.9 11.0 74.0

Rank-4 16 15.8 16.0 90.0
Rank-5 10 9.9 10.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0

Q12f

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Cumulative
Frequency Percent Valid Percent Percent

Valid Rank-1 48 47.5 49.0 49.0

rank-2 15 14.9 15.3 64.3

rank-3 11 10.9 11.2 75.5

Rank-4 14 13.9 14.3 89.8

Rank-5 10 9.9 10.2 100.0

Total 98 97.0 100.0

Missing System 3 3.0

Total 101 100.0

Interpretation: all these six graph shows that the users affected by the mobile phones
attribute which are affected whole selling of any branded mobile phone.

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Q13a
Cumulative
Frequency Percent Valid Percent Percent

Valid Ticked 40 39.6 40.4 40.4

unticked 59 58.4 59.6 100.0
Total 99 98.0 100.0

Missing System 2 2.0

Total 101 100.0

Q13b

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Cumulative
Frequency Percent Valid Percent Percent

Valid Ticked 28 27.7 28.6 28.6

unticked 70 69.3 71.4 100.0

Total 98 97.0 100.0

Missing System 3 3.0

Total 101 100.0

Q13c
Cumulative
Frequency Percent Valid Percent Percent

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Valid Ticked 35 34.7 36.1 36.1

unticked 62 61.4 63.9 100.0

Total 97 96.0 100.0

Missing System 4 4.0

Total 101 100.0

Q13d
Cumulative
Frequency Percent Valid Percent Percent

Valid Ticked 7 6.9 7.1 7.1

unticked 92 91.1 92.9 100.0

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Missing System 2 2.0

Total 101 100.0

Interpretation: This shows that the people buying behavior is affected by the persons who
surrounded them or their ideals in their life or role models.

Q14
Cumulative
Frequency Percent Valid Percent Percent

Valid yes 58 57.4 58.0 58.0

no 42 41.6 42.0 100.0

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Missing System 1 1.0

Total 101 100.0

Interpretation: this graph shows that the user or most of the young users are attracted
towards the advanced technology which is keen to buy the dual sim mobile.

Q15
Cumulative
Frequency Percent Valid Percent Percent

Valid yes 57 56.4 58.8 58.8

no 40 39.6 41.2 100.0

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Missing System 4 4.0

Total 101 100.0

Interpretation: this graph shows that the Nokia sells its technology at a very high rate
which really affects its market and also the way for other mobile market competency to enter
in this filed.

Q16
Cumulative
Frequency Percent Valid Percent Percent

yes 47 46.5 47.0 47.0

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Valid no 24 23.8 24.0 71.0

not sure 29 28.7 29.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0

Total 101 100.0

Interpretation: Most of the people are agree with the point that the Chinese mobile really
down the Nokia market, in terms of selling.

Q17
Cumulative
Frequency Percent Valid Percent Percent

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Valid FAIR 6 5.9 6.1 6.1

GOOD 45 44.6 45.9 52.0
EXCELLENT 30 29.7 30.6 82.7

SUPERB 17 16.8 17.3 100.0

Total 98 97.0 100.0

Missing System 3 3.0

Total 101 100.0

Interpretation: This graph show that Nokia mobile are good and heavy duties mobiles even
Nokia sells its product at a very high price.

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Q18
Cumulative
Frequency Percent Valid Percent Percent

Valid <5000 35 34.7 35.4 35.4

5000-10000 41 40.6 41.4 76.8

10000-15000 13 12.9 13.1 89.9

15000-20000 10 9.9 10.1 100.0
Total 99 98.0 100.0
Missing System 2 2.0
Total 101 100.0

Q19
Frequency Percent Valid Percent

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Cumulative
Percent

Valid Good 54 53.5 54.0 54.0

fair 44 43.6 44.0 98.0

Poor 2 2.0 2.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0

Total 101 100.0

Interpretation: this graph shows that the Nokia services are best and fair in terms of timings
and loyality.

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Q20

Cumulative
Frequency Percent Valid Percent Percent

almost satisfied 2 2.0 2.0 2.0

battery backup, shock
resistance, water resistance
and many other issuse that 1 1.0 1.0 3.0
are not yet removed

battery baqckup, shoke

resistance, water resistance
and maintain issue that 1 1.0 1.0 4.0
arenot yet correct.

fair 3 3.0 3.0 6.9

good 2 2.0 2.0 8.9

it is necessity of todays life,

we can't avoid it. 1 1.0 1.0 9.9

it is ver good 1 1.0 1.0 10.9

it is very good 1 1.0 1.0 11.9

it's a necesity for todays lif,

we can't avoid it 1 1.0 1.0 12.9

it's easy mode of

communication 1 1.0 1.0 13.9

it's easy mode of

communication. 1 1.0 1.0 14.9

lower down the rate of

windows phone 1 1.0 1.0 15.8

lowrer down price rate of

windows mobile phone 1 1.0 1.0 16.8

mobile phone are necessity

in todays scenario 1 1.0 1.0 17.8

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Valid mobile phones are the

necessity in th todays 1 1.0 1.0 18.8
scenario.

mobile rate of nokia phone

should decrease. 1 1.0 1.0 19.8

mobile rate of nokia rate

should decrease. 1 1.0 1.0 20.8

nice working 2 2.0 2.0 22.8

no 20 19.8 19.8 42.6

No 4 4.0 4.0 46.5

NO 1 1.0 1.0 47.5

no comment 1 1.0 1.0 48.5

no comments 3 3.0 3.0 51.5

nope 2 2.0 2.0 53.5

nothing 40 39.6 39.6 93.1

Nothing 1 1.0 1.0 94.1

now these days mobile are

available at very cheap rates. 1 1.0 1.0 95.0

Q20: Are there any general

comments you would make
about what you like/dislike 1 1.0 1.0 96.0
about mobile phone?

satisfied 2 2.0 2.0 98.0

the health factor should be

consider. 1 1.0 1.0 99.0

the health should be

considered and to be
reserched that what effects 1 1.0 1.0 100.0
of mobile phones have on
human health

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Factor analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .603

Bartlett's Test of Approx. Chi-Square 104.072
Sphericity
df 15

Sig. .000

The above table shows that the value is greater than the 0.5 so we can move ahead with our
research.

Communalities
Initial Extraction

Q12a 1.000 .399

Q12b 1.000 .756

Q12c 1.000 .682

Q12d 1.000 .652

Q12e 1.000 .565

Q12f 1.000 .543

This able shows that what are

the main points according to
the user. Physical appearance
is the most critical factor for

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busing a mobile because its

extraction value is highest and
rest are size, function,
hardware, inbuilt software and
at last price.

T
o
Initial Eigen values
t Extraction Sums of Squared
Compo Loadings
a
nent Total % of Variance l Cumulative % Total % of Variance Cumulative %

V
1 a
2.133 35.551r 35.551 2.133 35.551 35.551
2 i
1.463 24.384 59.935 1.463 24.384 59.935
a
3 .884 14.739n 74.674
c
4 .626 10.433e 85.107
5 .559 9.309E 94.416
x
6 .335 5.584p 100.000
l
Extraction Method: Principal Component Analysis.
a
i
As we can see that there are two Eigen values which are greater than the one which shows
n
that two groups can be made i.e we ecan classify our whole search in two big topics.
d

Rotated Component
Matrixa
Component
1 2
Q12a -.620 -.120
Q12b .851 -.178
Q12c .796 .219
Q12d .122 .798
Q12e -.157 .735
Q12f .366 .640

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So the two groups are

models and specification.

Discriminant Analysis

Q7 dependency on Q12

Wilks' Lambda
Test of
Function(s) Wilks' Lambda Chi-square df Sig.

1 through 3 .584 49.236 15 .000

2 through 3 .836 16.412 8 .037

3 .928 6.878 3 .076

As we can see that the significant value is very much less than the Wikis Lambda, which
shows that the questionnaire is very much affective.

Cluster Analysis

Ward Linkage

Agglomeration Schedule

Cluster Combined Stage Cluster First Appears

Stage Cluster 1 Cluster 2 Coefficients Cluster 1 Cluster 2 Next Stage

1 48 98 .000 0 0 46
2 46 97 .000 0 0 65
3 43 95 .000 0 0 62

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4 38 90 .000 0 0 50

5 37 89 .000 0 0 47

6 33 85 .000 0 0 40

7 30 83 .000 0 0 52

8 26 79 .000 0 0 59

9 25 78 .000 0 0 54
10 21 74 .000 0 0 52
11 20 73 .000 0 0 55
12 19 72 .000 0 0 38
13 16 69 .000 0 0 45
14 31 66 .000 0 0 59
15 11 63 .000 0 0 34

16 9 61 .000 0 0 43
17 5 57 .000 0 0 62
18 41 93 .500 0 0 53
19 36 88 1.000 0 0 67
20 32 84 1.500 0 0 41
21 27 80 2.000 0 0 68

22 23 76 2.500 0 0 65

23 18 71 3.000 0 0 51

24 15 68 3.500 0 0 45

25 10 62 4.500 0 0 54

26 4 56 6.000 0 0 37

27 45 96 8.000 0 0 47

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28 24 77 10.000 0 0 61

29 22 75 12.000 0 0 56

30 17 70 14.500 0 0 44

31 2 54 18.500 0 0 46

32 50 52 23.500 0 0 53

33 49 100 29.500 0 0 58
34 11 64 35.500 15 0 57
35 55 59 42.000 0 0 43
36 42 86 49.000 0 0 41
37 4 87 56.167 26 0 49
38 19 67 64.833 12 0 42
39 91 94 74.333 0 0 64

40 33 92 85.000 6 0 48
41 32 42 95.750 20 36 56
42 19 81 106.583 38 0 66
43 9 55 117.833 16 35 50
44 17 65 129.333 30 0 51
45 15 16 141.583 24 13 57

46 2 48 154.583 31 1 64

47 37 45 167.583 5 27 58

48 33 47 180.667 40 0 67

49 4 6 193.750 37 0 60

50 9 38 207.500 43 4 63

51 17 18 221.400 44 23 71

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52 21 30 235.400 10 7 69

53 41 50 250.150 18 32 60

54 10 25 266.650 25 9 76

55 20 82 283.317 11 0 61

56 22 32 300.233 29 41 63

57 11 15 317.198 34 45 73
58 37 49 336.198 47 33 70
59 26 31 355.198 8 14 68
60 4 41 375.448 49 53 72
61 20 24 396.781 55 28 75
62 5 43 418.781 17 3 66
63 9 22 440.948 50 56 74

64 2 91 463.614 46 39 70
65 23 46 488.864 22 2 69
66 5 19 514.614 62 42 73
67 33 36 543.031 48 19 77
68 26 27 579.031 59 21 79
69 21 23 616.656 52 65 71

70 2 37 654.406 64 58 72

71 17 21 698.785 51 69 75

72 2 4 756.168 70 60 74

73 5 11 813.604 66 57 76

74 2 9 876.189 72 63 78

75 17 20 940.758 71 61 79

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76 5 10 1025.068 73 54 7

77 5 33 1120.271 76 67 8
78 2 5 1238.994 74 77 0
79 17 26 1372.522 75 68 0

80 2 17 1653.383 78 79 0

Cluster 2: 31, 46, 70, 78, 80

Cluster3: 26, 37, 49, 60,

Cluster9: 16, 43, 50, 63

Cluster17: 30, 44, 51, 71, 75, 79

CHAPTER 6
CONCLUSION AND RECOMMENDATIONS

NOKIA, the market leader facing profit erosion like never before and company is
banking on new models and entering in to different segments like laptops in order to remain in
the no.1 position . The main reason of the erosion of market share is the indroction of new
entrants in the market like Maxx, Lava, Micromax . They launched their cell phones at a very
cheaper price than that of Nokia and a set of features which are very much similar to Nokia
phone. There are a few recommendations from my side to Nokia inorder to regain the lost
market share.

 Nokia should produce new models of mobiles at affordable cost.

 It should reduce the manufacturing cost to increase the profits.
 Nokia being a market leader, the fundamental challenge is to grow their market
share. At one level, it is important to grow penetration in fast-growing rural segment
and also to work with all the players of the ecosystem.
 Ensure their partners, distributors and retailers make a fair return on Nokia and
continue to be associated.
 As this industry is continually competitive as this is about rapid innovation, Nokia
should concentrate on new application.

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 In case of retail strategy-moving from devices to solutions they need to move from
physical business model to a combination of physical & virtual ones.

References

1. http://economictimes.indiatimes.com/opinion/interviews/gfive-customers-are-its-
ambassadors-jeff-zhang/articleshow/7226621.cms

2. http://www.vanguardngr.com/2011/01/the-rise-and-fall-of-counterfeit-phones/

3. http://trak.in/tags/business/2010/12/31/indian-mobile-handset-market-growth/

4. http://www.prlog.org/10886380-made-in-india-micromax-now-beating-
nokiawwwmicromax-mobileinfo.html\

5. http://www.pluggd.in/mobile/mobile-handset-market-share-india-nokia-leads-while-
samsung-beats-motorola-1684/
6. http://www.watblog.com/2010/10/13/nokia-launches-n8-will-it-gain-market-share-for-
nokia/
7. . http://www.dancewithshadows.com/tech/nokia-market-share-in-india-drops-samsung
-loses-2nd-spot-to-the-chinese-gfive/
8. http://www.cellpassion.com/2010/06/24/homegrown-brands-eat-away-nokia-market-
share-in-india/.
9. http://www.indiabandwidth.com/db/article/654

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10. http://business.outlookindia.com/article.aspx?267676

11. http://www.reuters.com/article/idUSTRE6A91BD20101110
12. . https://www.trefis.com/company?article=17966#

13. http://www.pluggd.in/nokia-market-share-india-297/

14. http://www.intomobile.com/2007/02/18/nokia-lost-8-10-market-share-in-india-over-
the-course-of-a-year/

15. http://www.businessweek.com/magazine/content/10_34/b4192036523358.htm

16. . http://www.watblog.com/2010/07/23/nokia-profit-goes-down-look-for-a-revival/

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