CONSUMER PREFERENCES ON NOKIA MOBILE
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CONSUMER PREFERENCES ON NOKIA MOBILE

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A PRESENTATION ON CONSUMER PREFERENCES ON NOKIA MOBILE. Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!

A PRESENTATION ON CONSUMER PREFERENCES ON NOKIA MOBILE. Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!

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  • 1. A PRESENTATION ON CONSUMER PREFERENCES ON NOKIA MOBILESubmitted To: Prepared By:Prof. Bhavika Bhatt Saptarshi ChakrabortyMBA-II, SEM-III(DR.J.K.PATEL INSTITUTE OF MANAGEMENT)M.B.A PROGRAMMEAffiliated to: Gujarat Technological University 1
  • 2. Presentation Flow General Information Nokia’s India Operations Interesting Facts about Nokia Nokia Mobile Phone Categories Objectives Of The Study Research Methodology Data Analysis And Interpretation Findings Of The Survey Observations And Conclusion Bibliography 2
  • 3. General Information Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finlands 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 Euro 42 billion and operating profit of Euro 2 billion as of 2010. It is the worlds largest manufacturer of mobile phones: its global device market share was 23% in the second quarter 2011. 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 is also engaged in providing free digital map information and navigation services through its wholly owned subsidiary Navteq. 3
  • 4. General Information Nokia has sites for research and development, manufacture and sales in several countries; 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 groups total workforce. Nokia operates a total of 9 manufacturing facilities located at Salo in Finland; Manaus in Brazil; Cluj in Romania; Beijing and Dongguan in China; Komárom in Hungary; Chennai in India; Reynosa in Mexico; and Masan in South Korea. The Nokia brand, valued at $25 billion, is listed as the 14th most valuable global brand in the Interbrand/BusinessWeek Best Global Brands list of 2011. It is the 14th ranked brand corporation in Europe (as of 2011), the 8th most admirable Network and Other Communications Equipment company worldwide in Fortunes Worlds Most Admired Companies list of 2011 , and the worlds 143th largest company as measured by revenue in Fortune Global 500 list of 2011. 4
  • 5. General Information In the global smartphone rivalry, Nokia held the 3rd place in 2nd Quarter 2011, trailing behind Samsung and Apple. On 11 February 2011, Nokia announced a partnership with Microsoft where all future Nokia smart phones will be powered by the Windows Phone 7 (WP7) operating system. On 26 October 2011, Nokia unveiled its first WP7.5 powered handsets Lumia 710 and 800. 5
  • 6. Nokia’s India Operations Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad. The Indian operations comprises of the company’s handsets and network infrastructure businesses, R&D facilities in Bangalore, Hyderabad and Mumbai and manufacturing plant in Chennai. Nokia has been working closely with operators in India to increase geographical coverage and lower the total cost of ownership for consumers. The company has also launched seven Nokia ‘Concept stores’ in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to provide customers a complete experiential mobile experience. 6
  • 7. Interesting Facts about Nokia This is the 16th year since Nokia is operating in India. Although in the first six years there were only 5 million subscribers, the company predicts that by 2013 the number will rise to almost 1 billion. The Nokia 5110 was manufactured with the first ever Indian ringtone, the song Saare Jahaan Se Acchha, 13 years ago, in 1998. According to Nokia, the company manufactured its first phone with a Hindi script, a Nokia 3210, 11 years ago, in 2000. Nokia is the first global telecom company that managed to set up a mobile phone production plant in India. The company was voted India’s most trusted brand in 08,09,10. Nokia devices are sold at almost 200,000 outlets across the country. No wonder Nokia sells so much in India. One of the greenest handsets manufacturers, Nokia has more than 5,000 mobile recycling centers in India. It appears that last year Indians purchased 151 million new handsets, from which 52% were Nokia phones, Analysts Mason research company reports. Souce(http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtml published on May 26, 2011) 7
  • 8. Nokia Mobile Phone Categories Smart Phones E-7, N-8, 700 Touch And Type E-6, C2-03, X3-02, C3-01 8
  • 9. Nokia Mobile Phone Categories Dual Sim X1-01, C2-03 Nokia 1000 series – Ultrabasic series Nokia 2000 series – Basic series Nokia 3000 series – Expression series Nokia 5000 series – Active series Nokia 6000 series – Classic Business series Nokia 7000 series – Fashion and Experimental series Nokia 8000 series – Premium series Modern series (C/E/N/X) 9
  • 10. Objectives Of The Study To measure the Consumer Preference on NOKIA Mobile. To know who suggested Nokia brand to customers. To know the criteria on which customers spend more time on Nokia Cell phone. To know the factors which considered by the people when they purchase the Nokia Phones. To study the consumers attitude towards the Nokia in the market. To study the impact of various schemes and different look of Nokia Cell Phone in the mind of customers. 10
  • 11. Research Methodology Research methodology is a way to systematically solve the research program. It includes follows,a) Research design: Our project report on Nokia Mobiles is mostly based on survey of consumer therefore the research study is Descriptive one. Because the Descriptive study is normally concerned with finding out general nature to problems and different variable that are related to the problems. The major emphasis of Descriptive research is to find out the actual fact. The primary advantage of this descriptive research study is low cost and less time requirement. 11
  • 12. b) Types of Data:-Whenever we think about marketing data source, so basically there aremain two types of data source are available,1. Primary Data:- We have got primary data of Nokia for our research purpose. We have collected primary data through questionnaire method from the customers. So, we have contacted 100 persons individually and collected all primary data through questionnaire in Baroda (Vadodara) city. 12
  • 13. 2. Secondary Data:- Secondary data are those which have been already collected by someone in the past for the research purpose. They are readily available in the company records, salesmen’s periodic reports, sales reports, sales orders, etc. So, we have used the primary data because primary data provides current & absolutely correct information.c) Source Of Data:- We have collected necessary information from many sources which are as follows,> Data collected through Questionnaire> Data from Internet 13
  • 14. d) Data collection instrument (method):- Data collection method like Questionnaire Method, and Personal interview for primary data Method. Here, we have used survey (Questionnaire) and personal interview method for our research study. So, we have prepared Standard set of questions to obtain the required information for the research purpose and we have obtained the customers views regarding Nokia Mobile. 14
  • 15. e) Sampling Plan:- Sampling refers to obtain to a sample from a given population. Researcher must prepare a sample design which should be reliableand appropriate for his research study. Target Population - Users of Nokia Mobile in Vadodara city Sampling Method - Simple random sampling Sample Unit - Lower, Middle and Higher Class People Sample Size - 100 Samples Research Instrument - Personal Interview with Questionnaires 15
  • 16. 16
  • 17. 1.How often do you change your mobile phone? 45 40 40 Category No. of % Respondents 35 30Less Than 1 26 Year 18 18 25 20 18 Series1 161 – 2 Years 40 40 153 - 4 Years 26 26 10More Than 5 4 Years 16 16 0 Less than 1 1 – 2 years 3 - 4 years More than 4 year years 17
  • 18. 2. What is the approximate price range of mobile that you pay?Category No. of % 60 55 Respondents 50 40Below 5000 18 18 5000 – 30 Series1 10000 55 55 21 20 18 10000- 20000 21 21 10 6 Above 20000 6 6 0 Below 5000 5000 – 10000 10000- 20000 Above 20000 18
  • 19. 3. Who suggested you to buy NOKIA mobile? 60Category No. of % Respondents 50 48 40 29 Friend 48 48 30 Series1 FamilyMember 29 29 20 16 Dealer 16 16 10 7Relative 7 7 0 Friend Family member Dealer Relative 19
  • 20. 4. What do you think first while purchasing NOKIA mobile? 50 Criteria No. of % 44 45 Respondents 39 40 35 Price 14 14 30 25 Series1 20 Quality 39 39 14 15 10Both -1 & 2 44 44 5 3 0 Other 3 3 Price Quality Both 1 & 2 Other 20
  • 21. 5. Why have you bought the NOKIA mobile? 40 36 Criteria No. of % 35 Respond 30 ents 25 21 20 17 16Communication 36 36 15 10 Series1 Business 10 Purpose 16 16 5 Series2 0 Series3 0 Status 21 21Entertainment 17 17 Don’t HaveLandline Phone 10 10 Any Other 0 0 21
  • 22. 6. Do you like entertainment device in NOKIA mobile? Criteria No. of % Respondents 6% 19% Yes 75 75 Yes No Dont Know No 19 19 75%Dont Know 6 6 22
  • 23. 7. While using your NOKIA mobile, on which criteria do you spend more time? Criteria No. of % Respondents Voice call 25 25 17% Voice call 25% SMS 19% SMS 30 30 Playing game 9% 30% Listening songsPlaying game 9 9 GPRS OthersListening songs 19 19 GPRS 17 17 Others 0 0 23
  • 24. 8. While you go for purchasing NOKIA mobile, you consider the scheme or not? 45 42 Opinion No. of % 40 Respondents 35 30 28 Always 42 42 25 19 20Very often 28 28 15 11 10 Often 19 19 5 0 Never 11 11 Always Very often Often Never 24
  • 25. 9. Which type of scheme affected to you while you purchasing NOKIA mobile? Criteria No. of % Respondents 14% 36%Festival offer 36 36 30% Festival offer Sales offer 20% Sales offer 20 20 Discount offer Special gift Discount offer 30 30 Special gift 14 14 25
  • 26. 10. Which type of look you prefer in NOKIA mobile? 30 Criteria No. of % 25 Respondents 25 22 21 Simple 22 22 20 18 15 14Professional 25 25 10 Slider 14 14 5 Express 18 18 0 Simple Professional Slider Express Slim Slim 21 21 26
  • 27. 11. Which of the following factors lead you to purchase the NOKIA mobile? Somewhat Very Somewhat not Not Factors Important Important Important Important Important Price 60 21 11 5 3Appearance 58 19 15 6 2 70 Brand 64 27 6 2 1 Features 46 37 10 5 2 60 Easy to 50 carry 34 40 18 6 2 40 Service 45 36 14 4 1 30Availability 43 34 14 7 2 Very Important Others 29 33 23 9 6 20 Important 10 Somewhat Important 0 Somewhat not Important Not Important 27
  • 28. Findings Of The Survey Generally Customer’s like to change their mobile after 1 or 2 yr experience with existing nokia mobile, as variety of mobiles enter into market with different features. Most of people use nokia mobile of middle range i.e. 5000-10000, so that they can change it often with small loss only. Most of customers buy their nokia mobile due to influence of some friends or suggestion of them. Which shows that friends or family members make customers to purchase nokia mobile more than their own search. Customers of nokia mobile consider or give importance to price & quality both during their purchase. To make communication with family, friends and others, and also for business purpose customers purchase nokia mobiles, as it is having durability , rough & tough quality etc. Some customers think that having a smart looking nokia mobile in hand make customer’s status in more value. Music express feature is also one type attraction of customers toward product, which provide them entertainment. 28
  • 29. Cotd…. About 30% people use their nokia mobile for SMS purpose. 25% people use it for voice call as the device is providing this facility. 17% customers use for GPRS with mobile as some nokia mobile contain good features related to easy operatibility of web. As per survey of 100 customers of nokia mobile, we can say that most of customers prefer different schems during their purchase. More number of customers get attraction toward Festival offers & discount offers as well. Sales offer & special gift offer attracts less as compare to previous one. About 25 people like to prefer professional look of nokia mobile. Some customer chooses simple & slim nokia features. Customers also give very importance to price, appearace, Brand, features, services, and availability during purchase. They also give importance to easy to carry feature of nokia mobile. 29
  • 30. Observations And Conclusion Customers of nokia mobile are in large number than any other phones. Customers are very much friendly toward nokia Trust on nokia mobile is higher than any other. Customers prefer nokia mobile due to best features A customer choose their nokia mobile on the basis of focuses on price, features & availability. Customers take decision of purchasing nokia mobile after counsulting with friends & family members. Customers are very much interested in offers. 30
  • 31. Bibliography Reference Taken From Following Books: Marketing Management by Kotler, Keller, koshy and Jha 13th Edition. Research Methodology by Hamdy Taha, A.M. Natarajan and Naresh Malhotra Consumer Behavior by Schiffman, Kanuk and Ramesh Kumar Reference Taken From Following Websites: http://www.nokia.com/in-en/ http://www.pluggd.in/nokia-market-share-india-297/ http://en.wikipedia.org/wiki/Nokia http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR174.htm http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtml 31
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