A study of brand image of nokia


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A study of brand image of nokia

  1. 1. TABLE OF CONTENTS S. No. Chapter Name 1. Introduction of the topic 2. Company Profile 3. Objectives of the Market Survey Report 4. Literature Review 5. Research Methodology 6. Data Analysis & Interpretation 7. Findings of the study 8. Conclusion 9. Suggestions 10. Limitations 11. Bibliography 12. Annexure - Questionnaire MALAY SRIVASTAVA Page No.
  3. 3. INTRODUCTION This Market Survey Report is based on the survey, which has been done in the Moradabad market. The main objective of the survey is to study the customer satisfaction for Nokia handset. The data used for the analysis is primary data and collected through the use of questionnaire. The respondents were the customer of Mobile. The sample size of my research is 50, and the respondents are customers, a questionnaire consisting of 11 questions has been used to make this Market Survey Report. The data have been tabulated and shown in the form of a pie chart. Then it is interpreted and analyzed and further the conclusion of the study is drawn and I will also ask some questions to customers through which I am avail to conduct this Market Survey Report. I believe that this Market Survey Report will help to the reader for better understanding of the attitude of the customer. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. However, the importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. MALAY SRIVASTAVA
  4. 4. Measuring customer satisfaction Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization's products. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured. Arguably, consumers are less complex than some of these surveys tend to portend. They are basically in two simple states; satisfied or not satisfied. On or off, just like a switch. A business can measure its customer satisfaction index by relating the aggregates of satisfied customers versus dissatisfied customers. Measuring customer satisfaction is a relatively new concept to many companies that have been focused exclusively on income statements and balance sheets. Companies now recognize that the new global economy has changed things forever. Increased competition, crowded markets with little product differentiation and years of continual sales growth followed by two decades of flattened sales curves have indicated to today's sharp competitors that their focus must change. MALAY SRIVASTAVA
  5. 5. Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key. Only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits. The problem companies face, however, is exactly how to do all of this and do it well. They need to understand how to quantify, measure and track customer satisfaction. Without a clear and accurate sense of what needs to be measured and how to collect, analyze and use the data as a strategic weapon to drive the business, no firm can be effective in this new business climate. Plans constructed using customer satisfaction research results can be designed to target customers and processes that are most able to extend profits. Too many companies rely on outdated and unreliable measures of customer satisfaction. They watch sales volume. They listen to sales reps describing their customers' states of mind. They track and count the frequency of complaints. And they watch aging accounts receivable reports, recognizing that unhappy customers pay as late as possible--if at all. While these approaches are not completely without value, they are no substitute for a valid, well-designed customer satisfaction surveying program. It's no surprise to find that market leaders differ from the rest of the industry in that they're designed to hear the voice of the customer and achieve customer satisfaction. In these companies: • Marketing and sales employees are primarily responsible for designing (with customer input) customer satisfaction surveying programs, questionnaires and focus groups. MALAY SRIVASTAVA
  6. 6. • Top management and marketing divisions champion the programs. • Corporate evaluations include not only their own customer satisfaction ratings but also those of their competitors. • Satisfaction results are made available to all employees. • Customers are informed about changes brought about as the direct result of listening to their needs. • Internal and external quality measures are often tied together. • Customer satisfaction is incorporated into the strategic focus of the company via the mission statement. • Stakeholder compensation is tied directly to the customer satisfaction surveying program. • A concentrated effort is made to relate the customer satisfaction measurement results to internal process metrics. To be successful, companies need a customer satisfaction surveying system that meets the following criteria: • The system must be relatively easy to design and understand. • It must be credible enough that employee performance and compensation can be attached to the final results. • It must generate actionable reports for management. MALAY SRIVASTAVA
  7. 7. Defining customer satisfaction Because the concept of customer satisfaction is new to many companies, it's important to be clear on exactly what's meant by the term. Customer satisfaction is the state of mind that customers have about a company when their expectations have been met or exceeded over the lifetime of the product or service. The achievement of customer satisfaction leads to company loyalty and product repurchase. There are some important implications of this definition: • Because customer satisfaction is a subjective, non quantitative state, measurement won't be exact and will require sampling and statistical analysis. • Customer satisfaction measurement must be undertaken with an understanding of the gap between customer expectations and attribute performance perceptions. • There should be some connection between customer satisfaction measurement and bottom-line results. "Satisfaction" itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to any or all of the following: • Satisfaction with the quality of a particular product or service • Satisfaction with an ongoing business relationship • Satisfaction with the price-performance ratio of a product or service • Satisfaction because a product/service met or exceeded the customer's expectations MALAY SRIVASTAVA
  8. 8. Each industry could add to this list according to the nature of the business and the specific relationship with the customer. Customer satisfaction measurement variables will differ depending on what type of satisfaction is being researched. For example, manufacturers typically desire on-time delivery and adherence to specifications, so measures of satisfaction taken by suppliers should include these critical variables. Clearly defining and understanding customer satisfaction can help any company identify opportunities for product and service innovation and serve as the basis for performance appraisal and reward systems. It can also serve as the basis for a customer satisfaction surveying program that can ensure that quality improvement efforts are properly focused on issues that are most important to the customer. Customer Satisfaction Measurement Facts • A 5-percent increase in loyalty can increase profits by 25%-85%. • A very satisfied customer is nearly six times more likely to be loyal and to repurchase and/or recommend your product than is a customer who is just satisfied. • Only 4 percent of dissatisfied customers will complain. • The average customer with a problem eventually tells nine other people. • Satisfied customers tell five other people about their good treatment. Objectives of a customer satisfaction surveying program In addition to a clear statement defining customer satisfaction, any successful surveying program must have a clear set of objectives that, once met, will lead to improved performance. The most basic objectives that should be met by any surveying program include the following: MALAY SRIVASTAVA
  9. 9. • Understanding the expectations and requirements of all your customers • Determining how well your company and its competitors are satisfying these expectations and requirements • Developing service and/or product standards based on your findings • Examining trends over time in order to take action on a timely basis • Establishing priorities and standards to judge how well you've met these goals Before an appropriate customer satisfaction surveying program can be designed, the following basic questions must be clearly answered: • How will the information we gather be used? • How will this information allow us to take action inside the organization? • How should we use this information to keep our customers and find new ones? Careful consideration must be given to what the organization hopes to accomplish, how the results will be disseminated to various parts of the organization and how the information will be used. There is no point asking customers about a particular service or product if it won't or can't be changed regardless of the feedback. Conducting a customer satisfaction surveying program is a burden on the organization and its customers in terms of time and resources. There is no point in engaging in this work unless it has been thoughtfully designed so that only relevant and important information is gathered. This information must allow the organization to take direct action. Nothing is more frustrating than having information that indicates a problem exists but fails to isolate the MALAY SRIVASTAVA
  10. 10. specific cause. Having the purchasing department of a manufacturing firm rate the sales and service it received on its last order on a scale of 1 (terrible) to 7 (magnificent) would yield little about how to improve sales and service to the manufacturer. The lesson is twofold. First, general questions are often not that helpful in customer satisfaction measurement, at least not without many other more specific questions attached. Second, the design of an excellent customer satisfaction surveying program is more difficult than it might first appear. It requires more than just writing a few questions, designing a questionnaire, calling or mailing some customers, and then tallying the results. Understanding differing customer attitudes The most basic objective of a customer satisfaction surveying program is to generate valid and consistent customer feedback (i.e., to receive the voice of the customer, which can then be used to initiate strategies that will retain customers and thus protect the most valuable corporate asset--loyal customers). As it's determined what needs to be measured and how the data relate to loyalty and repurchase, it becomes important to examine the mind-set of customers the instant they are required to make a pre-purchase (or repurchase) decision or a recommendation decision. Surveying these decisions leads to measures of customer loyalty. In general, the customer's pre-purchase mind-set will fall into one of three categories--rejection (will avoid purchasing if at all possible), acceptance (satisfied, but will shop for a better deal), and/or preference (delighted and may even purchase at a higher price). This highly subjective system that customers themselves apply to their decisions is based primarily on input from two sources: MALAY SRIVASTAVA
  11. 11. The customers' own experiences--each time they experience a product or service, deciding whether that experience is great, neutral or terrible. These are known as "moments of truth." The experiences of other customers--each time they hear something about a company, whether it's great, neutral or terrible. This is known as "word-of-mouth." Customer Satisfaction In 7 Steps It’s a well known fact that no business can exist without customers. In the business of Website design, it’s important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it’s critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved. 1. Encourage Face-to-Face Dealings This is the most daunting and downright scary part of interacting with a customer. If you’re not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It’s important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they’ve actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you’re well on your way to a sale. 2. Respond to Messages Promptly & Keep Your Clients Informed MALAY SRIVASTAVA
  12. 12. This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers’ queries within the space of a few hours, but at least email or call them back and let them know you’ve received their message and you’ll contact them about it as soon as possible. Even if you’re not able to solve a problem right away, let the customer know you’re working on it. A good example of this is my Web host. They’ve had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologised repeatedly, which was nice. Now if they server had just gone down with no explanation I think I’d have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didn’t seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service. 3. Be Friendly and Approachable A fellow SitePointer once told me that you can hear a smile through the phone. This is very true. It’s very important to be friendly, courteous and to make your clients feel like you’re their friend and you’re there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object – it happens to all of us. It’s vital that you keep a clear head, respond to your clients’ wishes as best you can, and at all times remain polite and courteous. 4. Have a Clearly-Defined Customer Service Policy This may not be too important when you’re just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn’t work, then what? Should they MALAY SRIVASTAVA
  13. 13. contact different people for billing and technical enquiries? If they’re not satisfied with any aspect of your customer service, who should they tell? There’s nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site — and anywhere else it may be useful. 5. Attention to Detail (also known as ‘The Little Niceties’) Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalised sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren’t always cost effective, but remember to do them. Even if it’s as small as sending a Happy Holidays email to all your customers, it’s something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. 6. Anticipate Your Client’s Needs & Go Out Of Your Way to Help Them Out Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Take this as an example: you’re working on the front-end for your client’s exciting new ecommerce Endeavour. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As MALAY SRIVASTAVA
  14. 14. if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images you’ve used on the site. A note accompanies it which reads: “”Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-scale copies of the graphics I’ve used on the site. Hopefully you’ll be able to make use of some in your brochure.”" Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way. 7. Honour Your Promises It’s possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. MALAY SRIVASTAVA
  16. 16. COMPANY PROFILE Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications equipment manufacturers. With headquarters in Keilaniemi of Espoo, Finland, this Finnish telecommunications company is best known today for its leading range of mobile phones. Nokia also produces mobile phone infrastructure and other telecommunications equipment for applications such as traditional voice telephony, ISDN, broadband access, professional mobile radio, voice over IP, wireless LAN and a line of satellite receivers. Nokia provides mobile communication equipment for every major market and protocol, including GSM, CDMA, and WCDMA. Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of Nokia rapids. Finnish Rubber Works established its factories in the beginning of 20th century nearby and began using Nokia as its brand. Shortly after World War I Finnish Rubber Works acquired Nokia wood mills as well as Finnish Cable Works, a producer of telephone and telegraph cables. All three companies were merged as Nokia Corporation in 1967. The name Nokia originated from the river which flowed through the town of the same name (Nokia). MALAY SRIVASTAVA
  17. 17. In the 1970s Nokia became more involved in the telecommunications industry by developing the Nokia DX 200, a digital switch for telephone exchanges. In the 1980s, Nokia offered a series of personal computers called MikroMikko [1], however, these operations were sold to International Computers, Ltd. (ICL), which was later merged with Fujitsu-Siemens AG. Nokia also began developing mobile phones for the NMT network; unfortunately, the company ran afoul of serious financial problems in the 1990s and streamlined its manufacturing of mobile phones, mobile phone infrastructure, and other telecommunications areas, divesting itself of other items, such as televisions and personal computers. In 2004, Nokia resorted to similar streamlining practices with layoffs and organizational restructuring, although on a significantly smaller scale. This, however, diminished Nokia's public image in Finland, and produced a number of court cases along with, at least, one television show critical of Nokia. Recently, Nokia joined other mobile phone manufacturers to embrace Taiwanese Original Device Manufacturers. Nokia signed a contract with BenQ, a Taiwanese Original Device Manufacturer, to develop three high-end mobile phones, which are scheduled to retail by the end of 2005. Nokia in the Region of Asia – Pacific A leading player in mobile communications in the Asia Pacific, Nokia first started operations in the region in the early 1980s. It has since established a leading brand presence in many local markets, and business has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry in the region. Nokia's regional corporate headquarters is located at Alexandra Technopark in Singapore. As the regional hub for Nokia, it is a base from which over 700 staff provide leading-edge MALAY SRIVASTAVA
  18. 18. technology, product and solutions support to the 20 diverse markets and Nokia offices in the Asia Pacific. Nokia's regional treasury center - Nokia Treasury Asia - operates out of Singapore as an inhouse bank for Nokia subsidiaries in the Asia Pacific region, while Nokia Research Centre - the corporate research unit - has offices in Japan and China. Nokia also manufactures products out of three major facilities in Masan, Korea, and Beijing and Dongguan in China. As of January 2004, Nokia streamlined its global organizational structure to strengthen its focus on convergence, new mobility markets and growth. To address emerging new business areas in the Mobility era while continuing to grow its leadership in mobile voice communications, Nokia has four business groups to best meet the unique dynamics of each business. Mobile Phones offers a global range of highly competitive mobile phones for large consumer segments, and develops mobile phones for all major standards and customer segments in over 130 countries. It is responsible for Nokia's core mobile phones business, based mainly on WCDMA, GSM, CDMA and TDMA technologies. Mobile Phones focuses on bringing feature-rich, segmented mobile phones to the global market. Multimedia brings mobile multimedia to consumers in the form of advanced mobile devices and applications. Its products have features and functionality such as imaging, games, music, media and a range of other attractive content, as well as innovative mobile enhancements and solutions. Networks continues to offer leading-edge network infrastructure, technology and related services, based on major wireless standards to mobile operators and service providers. Focusing on the GSM family of technologies, the group aims at leadership in GSM, EDGE and WCDMA radio networks. Our networks have been installed in all major global markets that have adopted these standards. Networks is also a leading provider of MALAY SRIVASTAVA
  19. 19. broadband access and TETRA networks for professional users in the public safety and security sector. Enterprise Solutions provides a range of terminals and seamless mobile connectivity solutions based on end-to-end mobility architecture, dedicated to helping businesses and institutions worldwide improve their performance through extended mobility. Its end-toend solution offerings range from business optimized mobile devices on the front end, to a robust portfolio of mobile business optimized gateways in the back end including: wireless email and internet, application mobility, message protection, virtual private networks, firewalls, and intrusion protection. Nokia Corporation manufactures mobile devices principally based on global system for mobile communications, code division multiple access (CDMA), and wideband CDMA (WCDMA) technologies. The company operates in three divisions: Multimedia, Enterprise Solutions, and Networks. The Multimedia division focuses on bringing connected mobile multimedia to consumers in the form of advanced mobile devices, including 3G WCDMA mobile devices and solutions. The Enterprise Solutions division enables businesses and institutions extend their use of mobility from mobile devices for voice and basic data to secure mobile access, content, and applications. Its solutions include business-optimized mobile devices for end users, a portfolio of Internet portfolio network perimeter security gateways, and mobile connectivity offerings. The Networks division provides network infrastructure, communications, and networks service platforms and professional services to operators and service providers. Nokia connects people to each other and the information that matters to them with mobile devices and solutions for voice, data, imaging, games, multimedia, and business applications. The company also provides equipment, solutions, and services for its operator and enterprise customers. It sells its mobile devices primarily MALAY SRIVASTAVA
  20. 20. to operators, distributors, independent retailers, and enterprise customers worldwide. Nokia Corporation is based in Espoo, Finland. Product Historically, the thinking was: a good product will sell itself. However there are no bad products anymore in today's highly competitive markets. Plus there are many laws giving customers the right to send back products that he perceives as bad. Therefore the question on product has become: does the organization create what its intended customers want? Define the characteristics of your product or service that meets the needs of your customers. Functionality: • Quality • Appearance • Packaging • Brand • Service • Support • Warranty New Products Launching & Operating Highlights The Mobile Phones business group increased its consumer offering during the quarter with the introduction of new models in a range of form factors and designs. Highlights include: MALAY SRIVASTAVA
  21. 21. • Nine new GSM models, including the Nokia 6280, our first mid-range WCDMA/3G phone. • Four new CDMA models, growing our mid-range offering in CDMA. • Premium category devices: the Nokia 8800 and Nokia 8801 stainless steel slide phones. • The Nokia 6270 slide phone: one of two new models with 2 mega pixel cameras. • The Nokia 5140i camera phone: Nokia's first mobile device to comply with upcoming EU environmental legislation. • Two entry-level mobile phones, the Nokia 1110 and Nokia 1600, each offering technological features designed to reduce the total cost of ownership for users. SWOT Analysis of the Company: Nokia Strengths: Nokia has largest network of distribution and selling as compared to other mobile phone company in the world. It is backed with the high quality and professional team in the HRD Dept. The financial aspect is very strong in case of Nokia as it has many more profitable business. The product being user friendly and have all the accessories one want that is why is in great demand making it No-1 selling mobile phones in the world. Wide range of products for all class. The re-sell value of Nokia phones are high compared to other company’s product. Weakness: Nokia has many strengths and some weakness. Some of the weakness includes the price of the product offered by the company. Some of the products are not user friendly. MALAY SRIVASTAVA
  22. 22. Not concern about the lower class f the society people. Not targeting promotion toward them. The price of the product is the main issue. The service centers in India are very few and scare. So after sales service is not good. Opportunity: Nokia has ample of opportunity to expand its business. With the wide range in products, features and different price range for different people, it has an advantage over the competitors around. With the opportunity like ‘Telecom penetration in India’ being at the peak time, Nokia has an opportunity to increase its sales as well as the market share. As the standard of living in India has increased the purchasing power of the people as increased as well, so Nokia has to target right customer at right time to gain the most out of the situation. Threats: Nokia has many threats to tackle to maintain its position as market leader. The threats like emerging of other mobile companies in the market. The companies like Motorola, Sony Eriksson, Cingular (U.S) etc. these companies have come to the stand of tough competition with Nokia in the field of Mobile Phones. Threats can be like providing cheap phones, new features, new style and type, good after sales service etc. So, Nokia has to keep in mind the growing competition around. Nokia has to make strategies to tackle problems in the present and the near future. The growing demand of WLL network can cause drop in sales for Nokia, as Nokia provides many less CDMA phones to the customer. MALAY SRIVASTAVA
  23. 23. VISION The business of being responsible involves us all Customer satisfaction stems not only from our products but also from how effectively we interact with our community. As Nokia becomes more and more of a global entity, our obligations in terms of how we satisfy our stakeholders grow. Our corporate responsibility programming reflects an increasing interest (both internally and externally) in the impact our business actions have on communities from societal, environmental, and economic perspectives. We both acknowledge and understand that our responsibilities go beyond simply providing quality communication products. As a market leader, the best contribution we can make to the global community is to conduct our business in a responsible way. This belief drives our commitment to creating ethically sound policies and principles that guide us in our work. Our Corporate Responsibility (CR) agenda is framed around the Nokia Values and is carried out in all aspects of our work to ensure customer satisfaction and respect, and also to assist us in embracing renewal and striving for achievement. Our values are put into action with the help of the Nokia Code of Conduct, which aims to reach beyond legal compliance or reactionary positioning by taking a leading role in the various areas where society is affected by the mobile communication business. This translates into further action as we integrate CR ideas and work practices throughout our various business channels. By striving to include all members of Nokia’s community in this process, we are demonstrating our overall commitment to the belief that responsibility is everybody’s business. MALAY SRIVASTAVA
  24. 24. COMMITMENT As approximately one in three phones in use is a Nokia phone, it’s safe to say our products influence the lives of hundreds of millions of people. Maximizing the benefits of mobile communication and minimizing potentially negative effects requires commitment from governments, civil society, and the business sector. However, we recognize that as a market leader with global operations, our potential impact, and therefore our responsibility, is great. From a social growth and economic development perspective, we acknowledge our impact and responsibilities throughout our value chain: in our sourcing, product design, manufacturing, employee well-being, business partnerships, recycling, community involvement, and communications. Through our product lifecycle we respond to various environmental needs. Through employee relations, supply-chain management, and consumer offerings we aim to have a positive social influence. Our overall response to our stakeholders is to produce high-quality, safe products while upholding the law, protecting the environment, and following sound best practices. It is an expectation we strive to meet. MALAY SRIVASTAVA
  25. 25. VISION & STRATEGY Our promise is to help people feel close to what is important to them Nokia is a consumer led company. There is a progressive and continuous increase in consumer involvement with technology and communications globally. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate. People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokia’s promise is to connect people in new and better ways. Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services MALAY SRIVASTAVA
  26. 26. PRODUCT PROFILE NOKIA LUMIA 620 The Nokia Lumia 620 is a smartphone designed, developed and marketed by Nokia. It is the successor to the Lumia 610, and is one of the first Nokia phones to implement Windows Phone 8 alongside theNokia Lumia 920 and Nokia Lumia 820. Although sharing a similar name with the Lumia 610, the Lumia 620 is a major overhaul over its predecessor, sporting a 1.0 GHz dual-core processor. It was announced in December 2012 and is expected to sell in January 2013 in Asia, followed by Europe and the Middle East at an estimated street price of USD 249. Nokia Lumia 620 Manufacturer Nokia Series Nokia Lumia MALAY SRIVASTAVA
  27. 27. Compatible networks GSM/GPRS/EDGE 850/900/1800/1900 HSPA 850/900/1900/2100 Wi-Fi, NFC Predecessor Nokia Lumia 610 Type Smartphone Form factor Slate Dimensions 115.4 mm (4.54 in) H 61.1 mm (2.41 in) W 11.0 mm (0.43 in) D Weight 127 g (4.5 oz) Operating system Windows Phone 8 SoC Qualcomm Snapdragon S4 CPU 1.0 GHz dual-core Qualcomm Memory 8 GB internal flash 512 MB RAM Removable storage MicroSD (up to 64GB) Battery Rechargeable BL-4J 1300mAh Data inputs Multi-touch capacitive touchscreen, proximity sensor, ambient light sensor, Display 3.8" LCD ClearBlack capacitive touchscreen 800x480 px 16.7m-color Rear camera 5.0 Megapixel, 2592 x 1936 pixels, LED flash,autofocus 720p video MALAY SRIVASTAVA
  28. 28. Front camera VGA, 640x480 pixels Connectivity Bluetooth 3.0 802.11a/b/g/n Other Talk time: Up to 14 hours (3G), 9.9 hours (WCDMA) Standby time: Up to 330 hours (approx. 13.8 days) Music playback time: Up to 61 hours Website MALAY SRIVASTAVA www.nokia.com/global/products/phone/lumia620/
  29. 29. NOKIA N9 The Nokia N9 (codename 'Lankku', Finnish for "a flat plank of wood") is a smartphonemade by Nokia based on the Linux MeeGo "Harmattan" mobile operating system, the first from Nokia on the MeeGo OS. It was released in three colors: black, cyan and magenta, after Nokia announced on Nokia World 2011 the white version of the phone it was available before the end of the 2011 year. Nokia N9 Nokia N9 phone running Meego 1.2 Harmattan software Manufacturer Nokia Series Nseries MALAY SRIVASTAVA • GSM 850 / 900 / 1800 / 1900 • Compatible networks GPRS/EDGE class B, multislot class 33
  30. 30. • HSDPA (Pentaband) • HSDPA/UMTS 850 / 900 / 1700 / 1900 / 2100 • HSDPA Cat10, up to 14.4 Mbps • HSUPA Cat6, up to 5.7 Mbps Predecessor Nokia N900 Dimensions • Width: 61.2 mm • Height: 116.45 mm • Thickness: 7.6 to 12.1 mm • colored (unpainted) polycarbon unibody Weight 135 g Operating system MeeGo 1.2 "Harmattan"[1] CPU • 1 GHz ARM Cortex-A8 SoCprocessor; TI OM AP3630 • 3D Graphics PowerVRSGX530 GPU • 430 MHz TI TMS320C64xDigital signal processor Memory 1 GB Mobile DDR Storage 16 or 64 GB Removable storage none Battery • BV-5JW 1450 mAh Li-Ion battery (removable by service) • Capacitive multi-touchdisplay External functional hardware keys • Accelerometer (3-axis) • MALAY SRIVASTAVA • • Data inputs micro USB charging Magnetometer (3-axis)
  31. 31. • Proximity sensor • Ambient light detector • Stereo microphone + 2nd microphone for active noise cancellation Display "Clear Black" AMOLED 854 × 480 px (FWVGA), 3.9" (99.1 mm), 16.7 million colors (24 bits) Rear camera 8 MP (CMOS sensor of 1/3.0" size) with Carl Zeiss optics (F2.2, Focal length: 3.77mm / 28mm), 720p at 30 FPS, Digital zoom 4X for camera and video Front camera VGA[2] Connectivity • WLAN IEEE 802.11 a/b/g/n (2.4 and 5GHz) • bluetooth 2.1 +EDR • micro USB 2.0 • GPS and A-GPS • 3.5 mm AV connector (audio in/out, video in/out, tv-set out)) • • micro SIM card • MALAY SRIVASTAVA Digital Living Network Alliance (DLNA) • Development status Near Field Communication (NFC) FM receiver Released (29, September 2011), discontinued
  32. 32. NOKIA LUMIA 710 Nokia Lumia 710 is a Windows Phone 7 smartphone. Its release is part of a change in company's direction which has resulted in a move around from the Symbian platform towards Windows Phone for premium devices (running the Mango version of the Windows Phone OS). While the Nokia Lumia 800 targets the high-end of the smartphone marketplace, the Nokia Lumia 710 is intended to target the mid-range by offering a device at a lower price point. It has been released in Brazil and some Western European and Asian countries. On 14 December 2011, T-Mobile and Nokia officially announced their plan to sell the Lumia 710 from 11 January 2012, for $349.99 prepaid or $49.99 with a 2 year contract with minimum of $60 per month plan and $35 per line activation fee. At CES 2012, Nokia announced that Rogers would have exclusivity for the Lumia 710 in Canada. The phone, alongside the Nokia Lumia 800, is promised to get an update to add wi-fi hotspot capabilities. The Nokia Lumia 830, has from Chinese media, been reported to be the Lumia 710 successor. MALAY SRIVASTAVA
  33. 33. Nokia Lumia 710 Manufacturer Nokia Compatible networks GSM, HSDPA, Wi-Fi Availability by country November 2011 (Europe) December 2011 (Asia) January 2012 (USA) Related Nokia Lumia 800 Nokia Lumia Dimensions 119 mm (4.7 in) H 62.4 mm (2.46 in) W 12.5 mm (0.49 in) D Weight 126 g (4.4 oz) Operating system Windows Phone 7.5 (not able to be updated to Windows Phone 8) SoC Qualcomm Snapdragon S2 MSM8255 CPU 1.4 GHz single-core QualcommScorpion GPU Qualcomm Adreno 205 Memory 8 GB internal flash 512 MB ROM 512 MB RAM Battery Rechargeable BP-3L 3.7V 1300mAh Li-ion battery (up to 400 hrs standby, 6.9 hrs 2Gtalk time/7.6 hrs 3G talk time) Data inputs Multi-touch capacitivetouchscreen, proximity sensor,ambient light sensor, 3-axisaccelerometer, digital compass Display 3.7 in. TFT capacitive touchscreen 480x800 px at 252 ppi MALAY SRIVASTAVA
  34. 34. 16m-color WVGA Rear camera 5 MP 2592x1944 pixels, LEDflash, autofocus Connectivity Bluetooth 2.1, 802.11b/g/n, G-Sensor, Digital Compass, A-GPS, micro-USB, 3.5mm audio jack Other micro-SIM[3] Website Nokia Lumia 710 MALAY SRIVASTAVA
  35. 35. NOKIA LUMIA 800 Nokia Lumia 800 (codenamed 'Sea Ray') is a Windows Phone 7-OS poweredsmartphone, first unveiled on 26 October 2011 at the Nokia World 2011 event. [6] It was Nokia's first mobile phone to run the Windows Phone OS and marked the company's shift of focus in favor of Windows Phone for its premium-priced phones. Lumia 800 shares its design with the previously released Meego-based Nokia N9. The outward differences are one added physical button dedicated to the camera on the right side of the phone, and a dual LED flash moved directly above the Carl Zeiss camera lens. Despite a similar exterior, the Lumia 800 has a different interior than N9. Lumia 800's chipset comes from Qualcomm, whereas the N9 is based on a Texas InstrumentsOMAP chipset and CPU. Like the N9, it has a convex curved Gorilla Glass AMOLED PenTile screen with a ClearBlack antiglare filter. The screen diagonal is 3.7 inches (800 x 480 pixels) compared with 3.9 inches (854 x 480 pixels) for N9, to conform with the Windows Phone specifications MALAY SRIVASTAVA
  36. 36. list, which includes three capacitive softkeys placed under the glass. A through-colored unibody shell is made from polycarbonate plastic. Nokia outsourced the production of its Qualcomm-based Lumia 800 to Compal Electronics. According to Nokia, this was due to time constraints and Compal's experience with the chipset. Future models, starting from Lumia 710, would be built in a Nokia factory, according to the same source. Devices for the European and Northern American markets are configured, tested and packed by Nokia's factory in Salo, Finland. Nokia Lumia 800 Manufacturer Nokia Slogan Connecting People Compatible networks GSM, HSDPA, Wi-Fi, 3G Availability by country November 2011 (Europe) December 2011 March 2012 (Australia, Brazil) Successor Nokia Lumia 820 Related Nokia Lumia 710 Nokia Lumia 900 Nokia N9 Nokia Lumia Dimensions 116.5 mm (4.59 in) H 61.2 mm (2.41 in) W 12.1 mm (0.48 in) D Weight 142 g (5.0 oz) Operating system Windows Phone 7 7.5 (not able to be updated to Windows Phone 8)[3] SoC MALAY SRIVASTAVA Qualcomm Snapdragon S2MSM8255T
  37. 37. CPU 1.4 GHz single-core QualcommScorpion GPU Qualcomm Adreno 205 Memory 16 GB internal flash 512 MB ROM 512 MB RAM Battery Rechargeable BV-5JW 3.7V 1450mAh Li-ion battery: • Standby for up to 265 h on 2G, up to 335 h on 3G; • Talk time for up to 13 h on 2G, up to 9 h 30 min on 3G; • Music playback for up to 55 hours. Data inputs Multi-touch capacitivetouchscreen, proximity sensor,ambient light sensor, 3-axisaccelerometer, digital compass Display 3.7" ClearBlack, Gorilla GlassAMOLED PenTile at 252 ppi capacitive touchscreen 480x800 px 16M-color WVGA Rear camera 8 Megapixel, 3264x2448 pixels, dual-LED flash, autofocus Carl Zeiss optics, 720p video capture Front camera No Connectivity Bluetooth 2.1, 802.11b/g/n, G-Sensor, Digital Compass, AGPS, micro-USB, 3.5mm audio jack Other Available in cyan, magenta, black and white[5] Development status In production Website Nokia Lumia 800 MALAY SRIVASTAVA
  38. 38. NOKIA ASHA 311 The Nokia Asha 311 is a "Full Touch" smartphone powered by Nokia's Series 40 operating system. It was announced at Bangkok by Nokia along with two others Asha Full Touch phones - the Nokia Asha 305 and 306. The 311 is considered to be the flagship of the Asha Full Touch family. Its main features are the Full Touch capacitive touchscreen, the pentaband 3G radio, SIP VoIP over 3G and Wi-Fi and the ability to play Angry Birds. Nokia Asha 311 Manufacturer Nokia Series Full Touch GSM 850 / 900 / 1800 / 1900 GPRS/EDGE class B, multislot class 33 • MALAY SRIVASTAVA • • Compatible networks UMTS 850 / 900 / 1700 / 1900 / 2100
  39. 39. • HSDPA Cat10, 14.4 Mbps • HSUPA Cat6 5.7 Mbps Availability by country Global Form factor Full Touch candybar Dimensions • Width: 52 mm • Height: 106 mm • Thickness: 12.9 mm Weight 95 g Operating system Nokia Asha Series 40 OS CPU • 1 GHz ARM11 Memory • 128 MB RAM • 256 MB ROM • 256MB ROM memory (140MB available to end Storage user) Removable storage up to 32 GB microSDHC Battery • BP-4U 1100 mAh Li-Ion battery (removable) • micro USB and 2 mm DC plug charging • Capacitive multi point-touch display • External functional hardware keys Data inputs Display 400 x 240 px (WQVGA), 3.0", 18 bits Rear camera 3.2 MP (CMOS sensor) EDoF Front camera No Connectivity • WLAN IEEE 802.11 b/g/n (2.4 GHz) • bluetooth 2.1 +EDR • micro USB 2.0 • USB On-the-Go 1.3 • 3.5 mm AV connector (audio in/out) MALAY SRIVASTAVA
  40. 40. • • Development status MALAY SRIVASTAVA SIM card FM receiver with RDS Announced
  41. 41. NOKIA ASHA 306 The Nokia Asha 306 is a "Full Touch" phone powered by Nokia's Series 40 operating system. It was announced at Bangkok by Nokia along with two others Asha Full Touch phones - the Nokia Asha 305 and 311. The 306 is considered to be the little brother of Asha 311 as it lacks 3G and capacitive touch screen. Its main features are the Full Touch resistive touchscreen and WLAN. Nokia Asha 306 Manufacturer Nokia Series Full Touch • GSM 850 / 900 / 1800 / 1900 • Compatible networks GPRS/EDGE class B, multislot class 33 Availability by country Global Form factor Full Touch candybar Dimensions • MALAY SRIVASTAVA Width: 53.8 mm
  42. 42. • Height: 110.3 mm • Thickness: 12.8 mm Weight 96 g Operating system Nokia Asha Series 40 OS CPU • ringtone = Nokia Tune Memory • 32 MB RAM • 64 MB ROM • 64MB ROM memory, 10 MB available for Storage user Removable storage up to 32 GB microSDHC Battery • BP-4U 1110 mAh Li-Ion battery (removable) • micro USB and 2 mm DC plug charging • Resistive multipoint-touch display • External functional hardware keys Data inputs Display 240 x 400 px (WQVGA), 3.0 inch (155 ppi) , 18 bits Rear camera 2 MP (CMOS sensor) EDoF Front camera No Connectivity • WLAN IEEE 802.11 b/g/n (2.4 GHz) • bluetooth 2.1 +EDR • micro USB 2.0 • USB On-the-Go 1.3 • 3.5 mm AV connector (audio in/out) • SIM card • FM receiver with RDS Development status MALAY SRIVASTAVA Announced
  43. 43. NOKIA ASHA 308 Nokia Asha 308 is a mid range phone and the successor to the Nokia Asha 305. It was announced in September, 2012 and was released in October, 2012. The phone features dualsim over the Wi-Fi feature seen in Nokia Asha 309. Nokia Asha 308 Manufacturer Nokia Series Full Touch • GSM 900 / 1800 • Compatible networks GPRS/EDGE class B, multislot class 33 Availability by country Global Predecessor Nokia Asha 305 Form factor Full Touch candybar Dimensions • Width: 54 mm • Height: 109.9 mm MALAY SRIVASTAVA
  44. 44. • Thickness: 13 mm Weight 104 g Operating system Nokia Asha Series 40 OS Memory • 64 MB RAM • 128 MB ROM Storage • 128MB ROM memory Removable storage up to 32 GB microSDHC Battery • BP-4U 1100 mAh Li-Ion battery (removable) • micro USB and 2 mm DC plug charging • Capacitive multipoint-touch display • External functional hardware keys Data inputs Display 240 x 400 px (WQVGA), 3.0 inch (155 ppi), 18 bits, Capacitive touch screen Rear camera 2 MP (CMOS sensor) EDoF Front camera No Connectivity • bluetooth 3.0 + A2DP • micro USB 2.0 • 3.5 mm AV connector (audio in/out) • SIM card • FM receiver with RDS Development status MALAY SRIVASTAVA Announced
  45. 45. There is hoard of mobile phones in our markets so search a best mobile phone is not less than a heard nut to crack. The problem of searching best mobile phone degenerates when you fins practically all the companies claiming that they are they best mobile phone providers. But, however, exhaustive study reveals that there is one company whom you can bank upon. Would you like to know the name of that company? Well. It is not an outlandish company!! And perhaps you must have heard its name number of times in news papers and other advertisement sources. Yes, I am talking about Nokia or Nokia Phones. All the Nokia Phones are furnished with immense research and toil. Before giving final shape or making an appliance a massive research is done that is based on views of the existing and prospective users. That is why it is said that Nokia Mobiles phones are trusted name and tested products. And to furnish Nokia Mobile Phones expert’s assistance is taken so that it fits to every individual needs. Latest study shows that Nokia Mobile Phones are on top of the demand. Perhaps this accumulating demand is due to their latest ground breaking innovation Nokia N-series mobiles device. This N-series Nokia Mobile Phones are perfect choice for the businessmen since they are furnished with all the latest technologies and specifications required by the businessmen. MALAY SRIVASTAVA
  46. 46. There are some features of the Nokia Mobile Phones those have won the confidence of people around the glob. All the latest Nokia Mobile Phones are offered with outsized memory that is for general use for the users and this broaden memory is offered in addition to mobile phone memory. This memory can be used for up loading and downloading all MP3 and visual videos those you can enjoy while getting bore. Now a days, almost all the Nokia Mobile Phones are provided with FM radio that one can avail himself with while walking down on the road. Thus, Nokia assist you minimize your distance and to reduce boring moments. Furthermore, these days Nokia mobiles are offered with TFT display that gives extra charm to your pictures. MALAY SRIVASTAVA
  48. 48. OBJECTIVES OF THE MARKET SURVEY REPORT • To study the brand image of Nokia handset on the basis of consumer perception • To show the customer preference towards the brand perception of customers for Nokia. • To know the customer satisfaction towards Nokia handset in Moradabad market. MALAY SRIVASTAVA
  50. 50. LITERATURE REVIEW Consumer behaviour refers to the activities in which people acquire, consume and dispose products and services (Blackwell et al., 2001). Owing to the proliferation of brands in the recent decades, there is a growing number of research conducted in the field of consumer buying behaviour. However, most of them concentrate on a single country study, regardless of the importance of cross-country comparisons which will inspire innovative ideas for understanding the fast-changing consumer habits. This dissertation is going to investigate the differences of British and Chinese in purchasing clothes under the influence of brand image. In this chapter, the literatures concerning the roles of brand and brand equity are to be reviewed so as to provide a theoretical framework for the aforementioned analysis. Brand serves a pivotal role for distinguishing goods and services from those of the competitors (Aaker, 1991; Murphy, 1998). The emergence of brand equity underlies the importance of brand in marketing tactics and hence provides useful insights for managers and further research (Keller, 2003). Brand is a name in every consumer’s mind (Mooij, 1998) and it is characterized by a noticeable name or symbol which can differentiate the goods and services from the rivals’ (Aaker, 1991; Keller, 1998). In addition to a specific brand name, a brand is also composed of products, packaging, promotion, advertising, as well as its overall presentation (Murphy, 1998). From the consumers’ perspective, brand is a guarantor of reliability and quality 11 in consumer products (Roman et al., 2005). Added to this, consumers would like to buy and use brand-name products with a view to highlight their personality in different situational contexts (Aaker, 1999; Fennis and Pruyn, 2006). Nowadays, consumers have a wide range of choice to choose from when they enter a shopping mall. It is found that consumers’ emotions are one of the major determinants which affect their buying behaviour (Berry, 2000). According to a research conducted by Freeride Media LLC (1998) on shopping habits, nearly one-forth of the respondents are likely to impulse-buy clothes and accessories. When MALAY SRIVASTAVA
  51. 51. deciding which products to purchase, consumers would have their preferences, which are developed in accordance with their perceptions towards the brand. Successful branding could make consumers aware of the presence of the brand and hence could increase the chance of buying the company’s products and services (Doyle, 1999). A brand can be an everlasting and lucrative asset as long as it is maintained in a good manner that can continue satisfying consumers’ needs (Batchelor, 1998; Murphy, 1998). Although successful brands can be totally different in nature, they share something in common, for instances well-priced products and consistent quality (Murphy, 1998). As mentioned by Levitt (1983), there are four elements for building a successful brand, namely tangible product, basic brand, augmented brand and potential brand. Tangible product refers to the commodity which meets the basic needs of the customers. Basic brand, on the other hand, considers the packaging of the tangible product so as to attract the attention from the potential customers. The brand can be further augmented with the provision of credibility, effective after-sales services and the like. Finally and most importantly, a potential brand is established through engendering customer preference and loyalty. By doing so, the image of the brand could be well instilled in the customers’ mind. The term ‘brand equity’ refers to a set of assets and liabilities associated with a brand, including its name and symbol, which could impose beneficial or detrimental effects on the values arising from the products or services (Aaker, 1991; Yasin et al., 2007). Added to this, Keller (1998) points out that brand equity signifies the unique marketing effects imposed on the brand. Concerning the positive side of brand equity, it happens when consumers are willing to pay more for the same level of quality just because of the attractiveness of the name attached to the product (Bello and Holbrook, 1995). However, brand equity could be ruined if it is not properly managed. For instance, poor product quality and customer services could adversely affect the brand image, giving rise to a reduction in sales volume. One of the quintessential examples regarding brand as a kind of equity is the imposition of laws to protect intellectual property (Murphy, 1998). In countries with well-established legal system, the values of brands have been recognized to both the consumers and producers. In MALAY SRIVASTAVA
  52. 52. order to combat piracy, many countries have set up laws to protect trade marks, patents, designs as well as copyright. In addition, brand is also a tradable product with measurable financial value (Murphy, 1998). It is not uncommon to find some familiar brands listed on the stock markets in which they could be bought or sold. Brands like HSBC, Marks and Spencer, Vodafone, Sainsbury and Tesco are all listed on the FTSE 100 index (London Stock Exchange, 2007). It is found that the volatility of stock market could affect consumers’ purchasing mood, not to mention the growth or declines of retail sales (Blackwell, 2002). This is supported by the fact that brand equity depends on the number of people with regular purchase (Aaker, 1996). The above examples highlight the values of brand equity for both consumers and the firm. For the consumers, brand equity could provide them with information about the brand which influences their confidence during the purchasing process. There is a high propensity for consumers with good perceptions to buy from the same shop again than those with poor perceptions. Past purchasing experiences and familiarity with the brand could be attributable to the perceptions generated from the consumers (Aaker, 1991). As for the firm, brand equity could also be a source for the firm to generate cash flow. For instance, the merger between adidas and Reebok in 2005 not only increased their market share so as to compete with Nike in the US sports apparel market, but also attracted more people to invest in the bigger company with high potential (Business Week, 2005). Besides, brand equity could also allow higher margins through premium pricing and reduced reliance upon promotional activities (Aaker, 1991). Owning to the positive image, consumers no longer focus on the short-term promotion but the brand on the whole. Brand equity is a broad concept which can be further subdivided into four mainareas, namely brand loyalty, name awareness, perceived quality and brand associations (Aaker, 1991; Keller, 1998). These four main areas are to be discussed in the coming sections. Brand awareness is one of major determinants of brand equity. It refers to the ability of a potential consumer to recall and recognize the brand, linking the brand with its corresponding product class (Aaker, 1991). The level of brand awareness lies in a continuum, with brand recognition being the lowest level and the first named brand with unaided recall being the highest level. It is important for the potential consumers to be aware of a product so that it MALAY SRIVASTAVA
  53. 53. can become one of the purchasing choices. This is due to the fact that the product needs to enter the awareness set before it comes to the consideration set (Blackwell et al., 2001) and an increase in brand awareness is conducive to a higher chance of entering the later set (Nedungadi, 1990). In this way, brands with higher level of awareness would be more likely to be purchased (Yasin et al., 2007). This could probably explain why consumers tend to buy a recognizable brand rather than an unfamiliar one (Hoyer, 1990; Macdonald and Sharp, 2000). Several factors can alter the level of brand awareness. In case of China, its geographical location and politics could affect the consumer brand awareness level seriously. According to research conducted by Delong et al. (2004), owing to geographical differences, Chinese consumers cannot distinguish US apparel brand names from the European ones. In addition, brands from Taiwan and Hong Kong are sometimes confused, due to their political separations. For long time, Taiwan would like to become politically independent from China owing to their different political standpoint whereas Hong Kong, being a special administrative region since 1997, has once been a colony of the UK. As mentioned by Keller (1998), brand awareness can be enhanced through repeat exposure to the brand. In order to achieve brand awareness, two tasks are to be accomplished, namely increasing brand name identity and associating it with the product class. Advertising and celebrity endorsement could be some useful tools for raising brand awareness. It is found that advertisement attitude is attributable to the influence on brand attitudes, affecting consumer’s intention to purchase (Mackenzie et al., 1986; Tsai et al., 2007). In recent decades, there is an increasing number of advertising campaigns around the world. Consumers are hence well-equipped with comparative elements to judge which product or service to purchase (Alvarez and Casielles, 2005). Moreover, celebrity endorsement can give rise to source credibility and source attractiveness. For source credibility, as pointed out by McGuire (1978), celebrities can disseminate messages to particular consumers and hence increase the brand awareness. As for source attractiveness, successful endorsement can associate the culture of the celebrity world with the endorsed product (McCracken, 1989). This association can raise the public awareness towards the brand. MALAY SRIVASTAVA
  55. 55. RESEARCH METHODOLOGY Data sources : Primary and Secondary. Data approaches : Questionnaire. Sample size : 100 Sample procedure : Convenience sampling. Research Design Descriptive. : Research design: Research design is simply the framework or plan for a study, Used guide in collecting and analyzing data. For the study: for conducting that research I selected the Descriptive research design. Descriptive research design: Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic. that is, analysis of the past as opposed to the future. Descriptive research is the exploration of the existing certain phenomena. The details of the facts wont be known. The existing phenomena’s facts are not known to the persons. 1. Sampling design: I. Sample Unit: Customers of Life insurance. II. Sample size: The sample size of the report is 100 in numbers. MALAY SRIVASTAVA
  56. 56. Data collection method: Primary data: The primary data are those which are collected afresh and for the first time, and thus happened to be original in character. There are several methods of collecting primary data particularly in surveys. For the study: Questionnaire method is used for collecting the data while conducting the research. Secondary data: The secondary data are those which have already been collected by someone and which have already been passed through the statistical process. Secondary data may either be published data or un- published data. For the study: Internet is used for collecting the data while conducting the research. MALAY SRIVASTAVA
  58. 58. DATA ANALYSIS & INTERPRETATIONS Q.1. Which company’s mobile you use? 1. Nokia ( ) 34 2. Samsung ( ) 12 3.Other ( ) 4 8% 24% . Nokia 68% Samsung Other INTERPRETATION: This chart shown out of 50 respondents 68% respondents are using Nokia Mobile, 24% respondents are using Samsung Mobile & 8% respondents are using other company mobile. MALAY SRIVASTAVA
  59. 59. Q2. Are you satisfied with the price of Nokia handset? 1. High satisfied ( ) 14 2. Satisfied ( ) 34 3.Not satisfied ( ) 2 4% 28% 68% High satisfied Satisfied Not satisfied INTERPRETATION: This chart shown out of 50 respondents 28% respondents High Satisfied with the price of Nokia handset, 68% respondents Satisfied with the price of Nokia handset & 4% respondents Not Satisfied with the price of Nokia handset. MALAY SRIVASTAVA
  60. 60. Q3. Are you satisfied with advertisements of Nokia handset? 1. High satisfied ( ) 10 2. Satisfied ( ) 38 3.Not satisfied ( ) 2 4% 20% High satisfied Satisfied 76% Not satisfied INTERPRETATION: This chart shown out of 50 respondents 20% respondents High Satisfied with advertisements of Nokia handset, 76% respondents Satisfied with advertisements of Nokia handset & 4% respondents Not Satisfied with advertisements of Nokia handset MALAY SRIVASTAVA
  61. 61. Q4. Are you satisfied with color & design of Nokia handset? 1. High satisfied ( ) 12 2. Satisfied ( ) 34 3.Not satisfied ( ) 4 8% 24% High satisfied Satisfied 68% Not satisfied INTERPRETATION: This chart shown out of 50 respondents 24% respondents High Satisfied with color & design of Nokia handset, 68% respondents Satisfied with color & design of Nokia handset & 8% respondents Not Satisfied with color & design of Nokia handset. MALAY SRIVASTAVA
  62. 62. Q5. Are you satisfied with audio output of Nokia handset? 1. High satisfied ( ) 16% 10 2. Satisfied ( ) 32 3.Not satisfied ( ) 8 20% High satisfied Satisfied 64% Not satisfied INTERPRETATION: This chart shown out of 50 respondents 20% respondents High Satisfied with audio output of Nokia handset, 64% respondents Satisfied with audio output of Nokia handset & 16% respondents Not Satisfied with audio output of Nokia handset. MALAY SRIVASTAVA
  63. 63. Q6. Are you satisfied with software compatibility of Nokia handset? 1. High satisfied ( ) 12% 8 2. Satisfied ( ) 34 3.Not satisfied ( ) 6 17% High satisfied Satisfied 71% Not satisfied INTERPRETATION: This chart shown out of 50 respondents 16% respondents High Satisfied with software compatibility of Nokia handset, 68% respondents Satisfied with software compatibility of Nokia handset & 12% respondents Not Satisfied with software compatibility of Nokia handset. MALAY SRIVASTAVA
  64. 64. Q7. Are you satisfied with camera/video quality of Nokia handset? 1. .High satisfied ( ) 12 2. Satisfied ( ) 36 3.Not satisfied ( ) 2 4% 24% High satisfied 72% Satisfied Not satisfied INTERPRETATION: This chart shown out of 50 respondents 24% respondents High Satisfied with camera/video quality of Nokia handset, 72% respondents Satisfied with camera/video quality of Nokia handset & 4% respondents Not Satisfied with camera/video quality of Nokia handset. MALAY SRIVASTAVA
  65. 65. Q8. Are you satisfied with accessories provided with Nokia handset? 1. High satisfied ( ) 16% 6 2. Satisfied ( ) 36 3.Not satisfied ( ) 8 12% High satisfied Satisfied 72% Not satisfied INTERPRETATION: This chart shown out of 50 respondents 12% respondents High Satisfied with accessories provided with Nokia handset, 72% respondents Satisfied with accessories provided with Nokia handset & 16% respondents Not Satisfied with accessories provided with Nokia handset. MALAY SRIVASTAVA
  66. 66. Q9. Are you satisfied with battery backup of Nokia handset? 1. High satisfied ( ) 18 2. Satisfied ( ) 30 3.Not satisfied ( )2 4% 36% 60% High satisfied Satisfied Not satisfied INTERPRETATION: This chart shown out of 50 respondents 32% respondents High Satisfied with battery backup of Nokia handset, 60% respondents Satisfied with battery backup of Nokia handset & 4% respondents Not Satisfied with battery backup of Nokia handset. MALAY SRIVASTAVA
  67. 67. Q10. Are you satisfied with its services provided by Nokia service centre? 1. High satisfied ( ) 18% 16 2. Satisfied ( ) 25 32% 3.Not satisfied ( ) 9 High satisfied Satisfied 50% Not satisfied INTERPRETATION: This chart shown out of 50 respondents 32% respondents High Satisfied with its services provided by Nokia service centre, 50% respondents Satisfied with its services provided by Nokia service centre & 18% respondents Not Satisfied with its services provided by Nokia service centre. MALAY SRIVASTAVA
  68. 68. Q11. Are you satisfied with its brand image? 1. High satisfied ( ) 16% 14 2. Satisfied ( ) 28 28% 3.Not satisfied ( ) 8 High satisfied Satisfied 56% Not satisfied INTERPRETATION: This chart shown out of 50 respondents 28% respondents High Satisfied with its brand image, 56% respondents Satisfied with its brand image & 16% respondents Not Satisfied with its brand image. MALAY SRIVASTAVA
  70. 70. FINDINGS o Most of the respondents are using Nokia Mobile o Most of the respondents Satisfied with the price of Nokia handset o Most of the respondents Satisfied with advertisements of Nokia handset o Most of the respondents Satisfied with color & design of Nokia handset o Most of the respondents Satisfied with audio output of Nokia handset o Most of the respondents Satisfied with software compatibility of Nokia handset o Most of the respondents Satisfied with camera/video quality of Nokia handset o Most of the respondents Satisfied with accessories provided with Nokia handset o Most of the respondents Satisfied with battery backup of Nokia handset o Most of the respondents Satisfied with its services provided by Nokia service centre o Most of the respondents Satisfied with its brand image MALAY SRIVASTAVA
  72. 72. CONCLUSION According to the survey and analysis performed, the result concluded that that Nokia is the most preferred brand among all the companies. It is providing a huge variety of services to the lower, middle and upper citizens making an overall winning performance in the Indian cell phone market. Other companies also providing a good variety of mobile phones but they are not competent to the Nokia. Nokia is Preferred because:  Wide Range of mobile handsets  Prices that suits to all category of people  Customer satisfaction  After sale service  Market position  Features However, now the sales of Nokia is continually falling because of Chinese mobiles and other local Indian mobile cellular phone manufacturers but most of the people still preferred Nokia mobile because of good market position and customer satisfaction level. Nokia have still lots of opportunities to grab. The company continually doing market research and soon it will again make growth in the market. It is also essential to treat the services and the products as equally important. The provision of a service can be attractive in itself. Developing a good understanding of how your products and services will be used and how they will change is important. Operators may well find themselves positioning R&D as a means to promote the use of bandwidth and focusing on service creation. MALAY SRIVASTAVA
  73. 73. While remaining flexible and alert to change, a company should build on standards. In a world where services will be delivered across a variety of components, one needs their component to ‘fit in.’ MALAY SRIVASTAVA
  75. 75. SUGGESTIONS 1. Nokia has to control market skimming as it negatively attacks the brand 2. Nokia should be innovative on style and looks front of the cell phones as it has recently sprung up in the present in order to attract youth. 3. High end mobile phones from Nokia have a hanging problem they must be tweaked to perform as desired. 4. The price of Nokia cell phones is high as compared to the grown up twins available so the buyer is unable to buy the latest available. 5. Nokia should work on a phone for the masses as it has a lot of scope, just like bird and Motorola did. 6. The infrared present on the low end phones of Nokia lack compatibility with the non Nokia phones. 7. Nokia should work upon their combination of price and features in an instrument 8. The user interfaces present in both brands of phones are each of a type and are acceptable by the users. MALAY SRIVASTAVA
  77. 77. LIMITATIONS Although the study was carried out with extreme enthusiasm and careful planning there are several limitations, which handicapped the research viz, 1. Time Constraints: The time stipulated for the project to be completed is less and thus there are chances that some information might have been left out, however due care is taken to include all the relevant information needed. 2. Sample size: Due to time constraints the sample size was relatively small and would definitely have been more representative if I had collected information from more respondents. 3. Accuracy: It is difficult to know if all the respondents gave accurate information; some respondents tend to give misleading information. 4. Availability: It was difficult to find respondents as they were busy in their schedule, and collection of data was very difficult MALAY SRIVASTAVA
  79. 79. BIBLIOGRAPHY Books: • Kothari, C.R., Research Methodology, New Age Publications. • Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition, Pearson Prentice Hall, 2005, Part II, pp. 71-340. • Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill. • Zeithaml, V.A. and Bitner, M.J. (1996), Services Marketing, international edition, McGraw Hill, New York, NY and London. Magazines: • IIMB Management Review – Volume 16 No.3 September 2007 • Business Today “Depression In landline phone Sector” Page 25 March 2007. • Business Today, November 21, 2007 issue • Business Today, November 21, 2007 issue Newspapers • Times Of India • Financial Express • Economic Times WEBLIOGRAPHY • www.nokia.in MALAY SRIVASTAVA
  81. 81. (CUSTOMER SATISFACTION SURVEY OF NOIKA HANDSET IN MORADABAD MARKET) QUESTIONNAIRE Dear respondent, I am the student of TMU University conducting a market survey report. Kindly spare few minutes to fill up this questionnaire. Any information provided by you will be used for academic purpose only. RESPONDENT PROFILE  Name of the respondent :................................................................................................  Residential/ office address :............................................................................................ ........................................................................................................................................ ........................................................................................................................................  Contact no. :..................................................................................................................  Age group of the respondent : 18-25 ( )  Education/ qualification: .............................................................................................  Occupation :.................................................................................................................  Designation :................................................................................................................ 25-35 ( ) 35-45 ( ) 45 or More( Q.1. Which company’s mobile you use? 1. Nokia ( ) 2. Samsung ( ) Q2. Are you satisfied with the price of Nokia handset? MALAY SRIVASTAVA 3.Other ( ) )
  82. 82. 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q3. Are you satisfied with advertisements of Nokia handset? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q4. Are you satisfied with color & design of Nokia handset? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q5. Are you satisfied with audio output of Nokia handset? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q6. Are you satisfied with software compatibility of Nokia handset? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q7. Are you satisfied with camera/video quality of Nokia handset? 1. .High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q8. Are you satisfied with accessories provided with Nokia handset? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q9. Are you satisfied with battery backup of Nokia handset? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q10. Are you satisfied with its services provided by Nokia service centre? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q11. Are you satisfied with its brand image? 1. High satisfied ( ) Signature Thank You MALAY SRIVASTAVA 2. Satisfied ( ) 3.Not satisfied ( )