The document appears to be a dissertation submitted for an MBA degree. It includes the title page, declaration by the author, certificates from the guide and principal, acknowledgements, content sheet and abstract. The dissertation seems to be about studying consumers' preferences for mobile phones in Bangalore city. It will examine consumers' attitudes towards different brands, their expectations from phones, and their satisfaction levels. The survey aims to understand which brands are preferred and which factors like price, quality etc. influence consumers' choices of mobile phones.
This document provides an introduction and background to a study on brand preference of mobile phones in Kathmandu, Nepal. It includes sections on the problem statement, objectives, and significance of the study. The problem statement indicates that the study aims to determine preferences for various mobile phone brands in Nepal and identify the attributes that influence brand preference. The objectives are to identify customer profiles for specific brands, determine overall brand preferences, understand what influences preferences, and provide insights for mobile phone brands. The significance is that understanding customer preferences can help marketers successfully market products in Nepal's growing mobile phone industry.
Consumer Behaviour for selecting telecom operatorSyed thamins
This my research project for my MBA. I conducted the study in Kenyan market. The results are attached. This file will be usefull to the operators, students and govt. agencies. If u need any info let me know.
A study on brand preference of mobile phone users inMahendran S
The document summarizes a study on brand preference of mobile phone users in Virudhunagar City, India. It outlines the objectives of the study, which were to examine the mobile phone industry's origin and growth, branding's influence on consumer behavior, consumer awareness and attitudes, and factors influencing brand preference. It also describes the methodology, which involved collecting primary data through interviews with 100 mobile phone users classified into low, middle, and high income groups. The results found that Nokia was the most preferred brand, and friends were the main source of awareness about mobile phone brands.
Factors Affecting Customer Satisfaction in Telecommunication Sector in NepalAyush Man Tamrakar
The document provides background information on a research project investigating factors that influence customer satisfaction in the mobile telecommunications industry in Nepal. Specifically, it examines customer satisfaction among students aged 16-35 in Kathmandu.
The summary includes:
1) The research project examines factors influencing customer satisfaction, including socioeconomic variables and aspects of mobile service quality, for students in Kathmandu aged 16-35.
2) A questionnaire was administered to 150 students to collect data on socioeconomic factors, mobile service quality, and overall customer satisfaction.
3) Preliminary results found 55% of respondents were satisfied and 8% were highly satisfied with mobile services in Nepal, and that mobile service quality had a moderate relationship with satisfaction
“A STUDY OF VARIOUS MOBILE OPERATORS PREFERRED BY COLLEGE STUDENTS” FOR FINAL...Sahil Grover
This document appears to be a student's research project report on mobile operators preferred by college students in India. It includes sections on the introduction/background, objectives of the study, research methodology, data analysis and findings, and conclusions/recommendations. The student conducted a survey of college students to determine which mobile operators they prefer and why. Key factors studied include service quality, pricing, network coverage, and advertising effectiveness. The aim was to understand mobile provider preferences among the college demographic in India.
This document is a certificate stating that the attached research project report titled "Consumer's preference and satisfaction towards pre-paid GSM telecom service provider in Indore" was conducted by Sandip Jalebar for their MBA degree. It acknowledges the guidance of their project supervisor Shikha Chaturvedi. The research examines customer satisfaction and service quality factors for mobile service providers in Indore through surveys and statistical analysis.
Customer satisfaction of mobile phone subscriberssonu chaurasiya
The document discusses customer satisfaction with mobile phone subscribers in India. It provides background on the growth of the mobile phone industry in India, which now has over 800 million subscribers. The document outlines various factors that affect customer satisfaction, such as product quality, availability, and after-sales support. It also discusses marketing concepts like the 4Ps of marketing (product, price, place, promotion) and how understanding customer wants and needs is essential for a successful marketing plan. The document aims to understand satisfaction levels among subscribers of different mobile service providers in India.
Semester 2 final project done for applied market research at SIIB. Time duration to complete the proposal - 10 days. This was a part of the semester exam.
This document provides an introduction and background to a study on brand preference of mobile phones in Kathmandu, Nepal. It includes sections on the problem statement, objectives, and significance of the study. The problem statement indicates that the study aims to determine preferences for various mobile phone brands in Nepal and identify the attributes that influence brand preference. The objectives are to identify customer profiles for specific brands, determine overall brand preferences, understand what influences preferences, and provide insights for mobile phone brands. The significance is that understanding customer preferences can help marketers successfully market products in Nepal's growing mobile phone industry.
Consumer Behaviour for selecting telecom operatorSyed thamins
This my research project for my MBA. I conducted the study in Kenyan market. The results are attached. This file will be usefull to the operators, students and govt. agencies. If u need any info let me know.
A study on brand preference of mobile phone users inMahendran S
The document summarizes a study on brand preference of mobile phone users in Virudhunagar City, India. It outlines the objectives of the study, which were to examine the mobile phone industry's origin and growth, branding's influence on consumer behavior, consumer awareness and attitudes, and factors influencing brand preference. It also describes the methodology, which involved collecting primary data through interviews with 100 mobile phone users classified into low, middle, and high income groups. The results found that Nokia was the most preferred brand, and friends were the main source of awareness about mobile phone brands.
Factors Affecting Customer Satisfaction in Telecommunication Sector in NepalAyush Man Tamrakar
The document provides background information on a research project investigating factors that influence customer satisfaction in the mobile telecommunications industry in Nepal. Specifically, it examines customer satisfaction among students aged 16-35 in Kathmandu.
The summary includes:
1) The research project examines factors influencing customer satisfaction, including socioeconomic variables and aspects of mobile service quality, for students in Kathmandu aged 16-35.
2) A questionnaire was administered to 150 students to collect data on socioeconomic factors, mobile service quality, and overall customer satisfaction.
3) Preliminary results found 55% of respondents were satisfied and 8% were highly satisfied with mobile services in Nepal, and that mobile service quality had a moderate relationship with satisfaction
“A STUDY OF VARIOUS MOBILE OPERATORS PREFERRED BY COLLEGE STUDENTS” FOR FINAL...Sahil Grover
This document appears to be a student's research project report on mobile operators preferred by college students in India. It includes sections on the introduction/background, objectives of the study, research methodology, data analysis and findings, and conclusions/recommendations. The student conducted a survey of college students to determine which mobile operators they prefer and why. Key factors studied include service quality, pricing, network coverage, and advertising effectiveness. The aim was to understand mobile provider preferences among the college demographic in India.
This document is a certificate stating that the attached research project report titled "Consumer's preference and satisfaction towards pre-paid GSM telecom service provider in Indore" was conducted by Sandip Jalebar for their MBA degree. It acknowledges the guidance of their project supervisor Shikha Chaturvedi. The research examines customer satisfaction and service quality factors for mobile service providers in Indore through surveys and statistical analysis.
Customer satisfaction of mobile phone subscriberssonu chaurasiya
The document discusses customer satisfaction with mobile phone subscribers in India. It provides background on the growth of the mobile phone industry in India, which now has over 800 million subscribers. The document outlines various factors that affect customer satisfaction, such as product quality, availability, and after-sales support. It also discusses marketing concepts like the 4Ps of marketing (product, price, place, promotion) and how understanding customer wants and needs is essential for a successful marketing plan. The document aims to understand satisfaction levels among subscribers of different mobile service providers in India.
Semester 2 final project done for applied market research at SIIB. Time duration to complete the proposal - 10 days. This was a part of the semester exam.
13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cel...DHANLAXMI BANK
This document provides an introduction to a study on consumer preference and satisfaction towards various cell phone service providers in Coimbatore, Tamil Nadu, India. It discusses the importance of consumer satisfaction to businesses and defines key terms like consumer, market, and marketing. The objectives of the study are to evaluate cell phones in India, ascertain attributes influencing customer selection of providers, and assess consumer satisfaction and problems faced with different providers in Coimbatore.
The document provides an introduction to a major research project titled "Factor Affecting Selection of Mobile Phone Network Service Provider (With Special Reference to Rural Customer)". The 3-sentence summary is:
The research project submitted for a Masters degree will study the factors influencing rural consumers' selection of mobile phone network service providers in India. The objectives are to study rural consumers' perceptions of various providers and identify the key factors in their selection. The methodology will involve a survey of 120 rural mobile phone users using a questionnaire to collect data, which will then be analyzed using appropriate statistical tools.
mba project-report-synopsis-micromax-updatedFiroz Khan
Swati Gupta, a student at M.S. Ramaiah Management Institute in Bangalore, is submitting her project synopsis on "Retailer's Perception Towards Micromax Mobile Sets" to AIMA for approval. Her project guide is Dr. Sandhya R. Anvekar. The synopsis includes details of the project such as the purpose, aim, objectives, hypotheses, methodology, chapter outline, questionnaire, and work plan. The study aims to analyze the gap in retailers' perception of Micromax mobile handsets and suggest strategies to market Micromax handsets to retailers. The methodology involves collecting primary data through questionnaires distributed to 50 retailers in Bangalore and secondary data from reports
1. The document is a project report on dealer satisfaction of Samsung products in Meerut region from February 15 to March 8.
2. It includes an introduction, company profile of Samsung, vision, mission, quality innovation, code of conduct, and objectives of the report.
3. The report will analyze dealer satisfaction through research methodology, data analysis, findings, and recommendations to improve satisfaction.
This study analyzes mobile phone service usage in Srivilliputtur town. It aims to understand problems faced by mobile phone users regarding service providers. 150 mobile phone users were surveyed. Key findings:
1. Most users are male (56%), aged 25-35 (25.34%), post-graduates (51.33%), employees (33.33%) using phones 3-5 years (50%).
2. Brand phones like Nokia are preferred (37.97%). Phones are purchased by ready cash (80%). Main uses are convenience (48%) and easy communication (18.67%).
3. GSM services (81.33%) and Airtel
Consumer switching behavior among online retailers in IndiaNishant Chand MBA
This document discusses consumer switching behavior among online retailers in India. It provides background on the evolution of online retailing and e-commerce in India. Some key points:
- Online retail has grown significantly globally over the past decade, increasing from $3.8 billion in 2009 to $12.6 billion in 2013. Developing markets like India and China are seeing strong growth.
- Attributes of online retailers and consumer behavior have changed. Consumers do more research and comparison shopping. Retailers provide more product information and value to attract consumers.
- The study examines factors that influence Indian consumers to switch between online retailers, why they remain loyal, and their perceptions of customer value and e-service quality
1. The document summarizes a study on customer satisfaction with telecom service providers in India. The study was conducted from February to August 2013 among medical college students in Silchar, Assam under the guidance of Assam University.
2. The objectives of the study were to understand customer satisfaction levels and benefits towards mobile service providers and identify customer needs, expectations, and current satisfaction levels.
3. The study reviewed previous research on topics like marketing of new mobile phone technologies, strategies to retain customers, and analysis of customer attitudes towards cellular services. It also outlined the conceptual framework, importance of customer satisfaction, and methods used to measure satisfaction.
THE STUDY OF FACTORS INFLUENCING THE BUYING OF MOBILE HANDSETS WITH REFERENCE...Udit Das
This document provides a literature review on factors influencing the buying of mobile handsets. Several studies have found that physical attributes, price, features, brand name, durability, and recommendations from friends are important factors. Previous research also found that price and features are the most important decision factors. Younger consumers are influenced by social factors as well. The current study aims to identify the key factors influencing mobile phone purchases in Jagdalpur and Raipur City, India.
The document discusses a project on measuring the brand awareness of Mahindra Xylo vehicles in and around Siliguri, India. It was prepared by Pramit Chhetri for partial fulfillment of a Bachelor of Business Administration degree. The project aims to study the current level of brand awareness for Mahindra Xylo and identify ways to increase awareness. Mahindra & Mahindra is introduced as a leading Indian automaker that started by assembling Willys Jeeps and now produces a range of vehicles and tractors with a global market.
25310916 project-on-customer-satisfaction-towards-mobile-service-providersHiral Shah
This document appears to be a project report on customer satisfaction with mobile service providers in India. It includes an introduction, theoretical background on topics like customer satisfaction and the telecom industry, research objectives and limitations. It also outlines the research methodology, data analysis and interpretation, and conclusion. The report was submitted in partial fulfillment of requirements for a postgraduate diploma in business management.
Research on Marketing Strategy of Huawei Brand in KazakhstanDr. Amarjeet Singh
Marketing research is a complex multi-step process
that requires in-depth knowledge of the object of study, the
accuracy and timeliness of the results of which largely
determine the successful operation of the entire enterprise.
Most business failures (from loss of market share to
bankruptcy) are because important strategic decisions are
made either in conditions of lack of information or on the
basis of erroneous or outdated data. Marketing research will
provide the necessary information and reduce the risk when
making important decisions. Marketing strategy is the
collection of information about the activities of the enterprise,
in the main areas (product, price, customers, and promotion)
and the use of the results to choose the direction of business
development.
The goal is to identify possible ways to improve the
effectiveness of Huawei’s marketing strategy in Kazakhstan.
Theoretical issues of marketing are considered, namely the
concept of marketing, goals, objectives, functions and issues
of marketing, marketing macro and microenvironment,
marketing research.
This article will be of positive importance for the
study of foreign investment of Chinese enterprises.
The document discusses customer satisfaction and after-sales service, providing definitions and discussing the importance of customer satisfaction for businesses. It also introduces the company profile of Ascent E-Digit Solutions (P) Ltd and provides background information on Samsung electronic products. The study aims to examine customer satisfaction towards the after-sales service of selected Samsung electronic products with reference to Ascent E-Digit Solutions in Erode City.
A project report on brand preference of mobile phonesProjects Kart
The document discusses the history and development of the telecom industry in India, from its beginnings in 1851 with landline services to the modern mobile phone industry. It describes how the industry was initially state-run but has since opened up to private operators. Major players in the current mobile market include Airtel, Vodafone, Idea, Reliance, and Tata, with the industry experiencing rapid growth in subscribers.
A PROJECT REPORT ON THE STUDY OF FACTORS INFLUENCING THE BUYING OF MOBILE HAN...Udit Das
This document presents a project report on factors influencing the buying of mobile handsets in Jagdalpur and Raipur City, India. The objectives are to understand attributes considered during purchase and analyze motivations. A literature review covers criteria like physical attributes, price, features and brand influencing purchase decisions. A questionnaire was used to collect primary data on demographics, ownership, brands, price points, features, and factors affecting choice. Findings show youth prefer Samsung and Xiaomi, are influenced by technology, battery life and camera quality, and consider quality, features and price most important when buying. The conclusion is that consumers are influenced by various criteria, with physical attributes, pricing and features playing key roles in brand selection.
This document is a student project exploring how smartphone technology impacts the in-store customer experience. It includes an abstract, literature review on customer experience and the role of smartphones, methodology section outlining qualitative primary research conducted through interviews, findings on how smartphones help customers save time and money and achieve goals in-store, and conclusions on implications for retailers. The overall aim is to investigate customer behaviors with smartphones in physical stores and how retailers can adapt strategies to improve the customer experience.
Impact of e commerce on purchase behavior of student in higher education a st...Jai Prakash
This document is a dissertation submitted by Jai Prakash to CSJMU University in partial fulfillment of an MBA degree. It examines the impact of e-commerce on the purchase behavior of students in higher education. The dissertation includes an introduction, literature review, problem statement, objectives, research methodology, data analysis and interpretation, findings and conclusions, suggestions, and bibliography. It was conducted under the guidance of Dr. Mukesh Ranga and examines students' online purchasing habits through a questionnaire.
A study on brand awareness towards samsung mobile products with competitorakhilplakkal
1. The document discusses brand awareness of Samsung mobile products compared to competitors' products. It provides background on the mobile manufacturing industry and importance of brand awareness.
2. The objectives are to study Samsung's popularity, examine its communication facilities, understand innovative technologies, and identify important competitors.
3. The methodology includes a survey of 50 customers using a questionnaire, observation, and secondary data from sources like the internet, books and journals. The study aims to provide clarification on competition and competitors in the mobile space.
The document is a major project report submitted by a student named Narender Singh Bhandari to fulfill requirements for a BBA program. The report examines customer satisfaction towards Airtel. It includes an executive summary that outlines Airtel's business operations and growth factors in India. It also provides details about Airtel's network infrastructure, services, and SWOT analysis. The report aims to understand customer psychology and buying behavior to help Airtel develop marketing strategies.
This document discusses using the Quality Function Deployment (QFD) approach to select a mobile phone that meets the needs of common people. It presents a case study where customer requirements are gathered from a survey. The requirements are translated into technical specifications using a house of quality matrix. Three mobile phone brands (Nokia, Samsung, Micromax) are evaluated based on how well they meet the technical specifications weighted by customer importance. The results show Samsung scores highest followed by Micromax then Nokia in meeting the identified customer needs. The QFD approach provides an effective framework for selecting a mobile phone that satisfies customers.
This document is a dissertation submitted by Jannatun Tarannum Ismita to Cardiff Metropolitan University in partial fulfillment of requirements for an undergraduate business degree. The dissertation investigates the relationship between branding and consumer perception in the smartphone industry, using Apple's iPhone as a case study. The student conducted a quantitative survey of 100 iPhone users to analyze the impact of branding strategies on consumer perception and understand Apple's branding approach. The findings revealed that branding positively influences consumer perception and Apple's branding mechanisms govern positive consumer perceptions of the iPhone.
13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cel...DHANLAXMI BANK
This document provides an introduction to a study on consumer preference and satisfaction towards various cell phone service providers in Coimbatore, Tamil Nadu, India. It discusses the importance of consumer satisfaction to businesses and defines key terms like consumer, market, and marketing. The objectives of the study are to evaluate cell phones in India, ascertain attributes influencing customer selection of providers, and assess consumer satisfaction and problems faced with different providers in Coimbatore.
The document provides an introduction to a major research project titled "Factor Affecting Selection of Mobile Phone Network Service Provider (With Special Reference to Rural Customer)". The 3-sentence summary is:
The research project submitted for a Masters degree will study the factors influencing rural consumers' selection of mobile phone network service providers in India. The objectives are to study rural consumers' perceptions of various providers and identify the key factors in their selection. The methodology will involve a survey of 120 rural mobile phone users using a questionnaire to collect data, which will then be analyzed using appropriate statistical tools.
mba project-report-synopsis-micromax-updatedFiroz Khan
Swati Gupta, a student at M.S. Ramaiah Management Institute in Bangalore, is submitting her project synopsis on "Retailer's Perception Towards Micromax Mobile Sets" to AIMA for approval. Her project guide is Dr. Sandhya R. Anvekar. The synopsis includes details of the project such as the purpose, aim, objectives, hypotheses, methodology, chapter outline, questionnaire, and work plan. The study aims to analyze the gap in retailers' perception of Micromax mobile handsets and suggest strategies to market Micromax handsets to retailers. The methodology involves collecting primary data through questionnaires distributed to 50 retailers in Bangalore and secondary data from reports
1. The document is a project report on dealer satisfaction of Samsung products in Meerut region from February 15 to March 8.
2. It includes an introduction, company profile of Samsung, vision, mission, quality innovation, code of conduct, and objectives of the report.
3. The report will analyze dealer satisfaction through research methodology, data analysis, findings, and recommendations to improve satisfaction.
This study analyzes mobile phone service usage in Srivilliputtur town. It aims to understand problems faced by mobile phone users regarding service providers. 150 mobile phone users were surveyed. Key findings:
1. Most users are male (56%), aged 25-35 (25.34%), post-graduates (51.33%), employees (33.33%) using phones 3-5 years (50%).
2. Brand phones like Nokia are preferred (37.97%). Phones are purchased by ready cash (80%). Main uses are convenience (48%) and easy communication (18.67%).
3. GSM services (81.33%) and Airtel
Consumer switching behavior among online retailers in IndiaNishant Chand MBA
This document discusses consumer switching behavior among online retailers in India. It provides background on the evolution of online retailing and e-commerce in India. Some key points:
- Online retail has grown significantly globally over the past decade, increasing from $3.8 billion in 2009 to $12.6 billion in 2013. Developing markets like India and China are seeing strong growth.
- Attributes of online retailers and consumer behavior have changed. Consumers do more research and comparison shopping. Retailers provide more product information and value to attract consumers.
- The study examines factors that influence Indian consumers to switch between online retailers, why they remain loyal, and their perceptions of customer value and e-service quality
1. The document summarizes a study on customer satisfaction with telecom service providers in India. The study was conducted from February to August 2013 among medical college students in Silchar, Assam under the guidance of Assam University.
2. The objectives of the study were to understand customer satisfaction levels and benefits towards mobile service providers and identify customer needs, expectations, and current satisfaction levels.
3. The study reviewed previous research on topics like marketing of new mobile phone technologies, strategies to retain customers, and analysis of customer attitudes towards cellular services. It also outlined the conceptual framework, importance of customer satisfaction, and methods used to measure satisfaction.
THE STUDY OF FACTORS INFLUENCING THE BUYING OF MOBILE HANDSETS WITH REFERENCE...Udit Das
This document provides a literature review on factors influencing the buying of mobile handsets. Several studies have found that physical attributes, price, features, brand name, durability, and recommendations from friends are important factors. Previous research also found that price and features are the most important decision factors. Younger consumers are influenced by social factors as well. The current study aims to identify the key factors influencing mobile phone purchases in Jagdalpur and Raipur City, India.
The document discusses a project on measuring the brand awareness of Mahindra Xylo vehicles in and around Siliguri, India. It was prepared by Pramit Chhetri for partial fulfillment of a Bachelor of Business Administration degree. The project aims to study the current level of brand awareness for Mahindra Xylo and identify ways to increase awareness. Mahindra & Mahindra is introduced as a leading Indian automaker that started by assembling Willys Jeeps and now produces a range of vehicles and tractors with a global market.
25310916 project-on-customer-satisfaction-towards-mobile-service-providersHiral Shah
This document appears to be a project report on customer satisfaction with mobile service providers in India. It includes an introduction, theoretical background on topics like customer satisfaction and the telecom industry, research objectives and limitations. It also outlines the research methodology, data analysis and interpretation, and conclusion. The report was submitted in partial fulfillment of requirements for a postgraduate diploma in business management.
Research on Marketing Strategy of Huawei Brand in KazakhstanDr. Amarjeet Singh
Marketing research is a complex multi-step process
that requires in-depth knowledge of the object of study, the
accuracy and timeliness of the results of which largely
determine the successful operation of the entire enterprise.
Most business failures (from loss of market share to
bankruptcy) are because important strategic decisions are
made either in conditions of lack of information or on the
basis of erroneous or outdated data. Marketing research will
provide the necessary information and reduce the risk when
making important decisions. Marketing strategy is the
collection of information about the activities of the enterprise,
in the main areas (product, price, customers, and promotion)
and the use of the results to choose the direction of business
development.
The goal is to identify possible ways to improve the
effectiveness of Huawei’s marketing strategy in Kazakhstan.
Theoretical issues of marketing are considered, namely the
concept of marketing, goals, objectives, functions and issues
of marketing, marketing macro and microenvironment,
marketing research.
This article will be of positive importance for the
study of foreign investment of Chinese enterprises.
The document discusses customer satisfaction and after-sales service, providing definitions and discussing the importance of customer satisfaction for businesses. It also introduces the company profile of Ascent E-Digit Solutions (P) Ltd and provides background information on Samsung electronic products. The study aims to examine customer satisfaction towards the after-sales service of selected Samsung electronic products with reference to Ascent E-Digit Solutions in Erode City.
A project report on brand preference of mobile phonesProjects Kart
The document discusses the history and development of the telecom industry in India, from its beginnings in 1851 with landline services to the modern mobile phone industry. It describes how the industry was initially state-run but has since opened up to private operators. Major players in the current mobile market include Airtel, Vodafone, Idea, Reliance, and Tata, with the industry experiencing rapid growth in subscribers.
A PROJECT REPORT ON THE STUDY OF FACTORS INFLUENCING THE BUYING OF MOBILE HAN...Udit Das
This document presents a project report on factors influencing the buying of mobile handsets in Jagdalpur and Raipur City, India. The objectives are to understand attributes considered during purchase and analyze motivations. A literature review covers criteria like physical attributes, price, features and brand influencing purchase decisions. A questionnaire was used to collect primary data on demographics, ownership, brands, price points, features, and factors affecting choice. Findings show youth prefer Samsung and Xiaomi, are influenced by technology, battery life and camera quality, and consider quality, features and price most important when buying. The conclusion is that consumers are influenced by various criteria, with physical attributes, pricing and features playing key roles in brand selection.
This document is a student project exploring how smartphone technology impacts the in-store customer experience. It includes an abstract, literature review on customer experience and the role of smartphones, methodology section outlining qualitative primary research conducted through interviews, findings on how smartphones help customers save time and money and achieve goals in-store, and conclusions on implications for retailers. The overall aim is to investigate customer behaviors with smartphones in physical stores and how retailers can adapt strategies to improve the customer experience.
Impact of e commerce on purchase behavior of student in higher education a st...Jai Prakash
This document is a dissertation submitted by Jai Prakash to CSJMU University in partial fulfillment of an MBA degree. It examines the impact of e-commerce on the purchase behavior of students in higher education. The dissertation includes an introduction, literature review, problem statement, objectives, research methodology, data analysis and interpretation, findings and conclusions, suggestions, and bibliography. It was conducted under the guidance of Dr. Mukesh Ranga and examines students' online purchasing habits through a questionnaire.
A study on brand awareness towards samsung mobile products with competitorakhilplakkal
1. The document discusses brand awareness of Samsung mobile products compared to competitors' products. It provides background on the mobile manufacturing industry and importance of brand awareness.
2. The objectives are to study Samsung's popularity, examine its communication facilities, understand innovative technologies, and identify important competitors.
3. The methodology includes a survey of 50 customers using a questionnaire, observation, and secondary data from sources like the internet, books and journals. The study aims to provide clarification on competition and competitors in the mobile space.
The document is a major project report submitted by a student named Narender Singh Bhandari to fulfill requirements for a BBA program. The report examines customer satisfaction towards Airtel. It includes an executive summary that outlines Airtel's business operations and growth factors in India. It also provides details about Airtel's network infrastructure, services, and SWOT analysis. The report aims to understand customer psychology and buying behavior to help Airtel develop marketing strategies.
This document discusses using the Quality Function Deployment (QFD) approach to select a mobile phone that meets the needs of common people. It presents a case study where customer requirements are gathered from a survey. The requirements are translated into technical specifications using a house of quality matrix. Three mobile phone brands (Nokia, Samsung, Micromax) are evaluated based on how well they meet the technical specifications weighted by customer importance. The results show Samsung scores highest followed by Micromax then Nokia in meeting the identified customer needs. The QFD approach provides an effective framework for selecting a mobile phone that satisfies customers.
This document is a dissertation submitted by Jannatun Tarannum Ismita to Cardiff Metropolitan University in partial fulfillment of requirements for an undergraduate business degree. The dissertation investigates the relationship between branding and consumer perception in the smartphone industry, using Apple's iPhone as a case study. The student conducted a quantitative survey of 100 iPhone users to analyze the impact of branding strategies on consumer perception and understand Apple's branding approach. The findings revealed that branding positively influences consumer perception and Apple's branding mechanisms govern positive consumer perceptions of the iPhone.
This document provides a summary of Nokia's international operations at Nokia India Pvt. Ltd. It begins with an acknowledgement and introduction sections. The literature review then discusses the mobile handset industry in India, including the growth of the telecom sector in India, FDI policies, and the growth of the mobile handset market. It provides an overview of Nokia's international operations, distribution channels in China, and comparative studies of Nokia's distribution against other markets. The document concludes with a SWOT analysis of Nokia.
This document provides a summary of Nokia's international operations at Nokia India Pvt. Ltd. It begins with an acknowledgement and introduction sections. The literature review then discusses the mobile handset industry in India, including the growth of the telecom sector in India, FDI policies, and the growth of the mobile handset market. It provides an overview of Nokia's international operations, distribution channels in China, and comparative studies of Nokia's distribution against other markets. The document concludes with a SWOT analysis of Nokia.
This curriculum vitae summarizes Amol Mahulkar's professional experience and qualifications. He currently works as a Business Intelligence Analyst at Honeywell with over 11 years of experience in roles such as Innovation Manager, Intellectual Property Analyst, and Research Fellow. He holds a PhD in Chemical Engineering and has published numerous research papers. His expertise includes business analysis, innovation management, and intellectual property portfolio development.
This document is a curriculum vitae for G. Balamurugan. It summarizes his work experience and qualifications. He has over 10 years of experience in sales and technical roles in the life sciences industry. Currently he works as an Area Manager for Invitrogen Bioservices India, where he is responsible for sales, customer relationships, and business development. He has consistently met or exceeded sales targets. His educational background includes an MBA and an MSc in bioinformatics.
“Comparative Analysis Of Frooti And It’s Competitors In Rasayani”abhijit055
This document provides information about a project report submitted by Mahendra M Pawar for his Masters in Management Studies. The report is titled "Comparative Analysis Of Frooti And It’s Competitors In Rasayani". It includes a declaration by Pawar, a certificate signed by his project guide Dr. Amit Aggrawal, and an acknowledgement section thanking those who supported the project. The document also includes an index outlining the chapter headings in the project report.
A study of brand preference and buying patternSandeep F Cool
This document provides an internship report submitted by Sandeep F to Visvesvaraya Technological University in partial fulfillment of an MBA degree. The report studies brand preference and buying patterns at Arjun Motors in Mysore. It includes chapters on the automotive industry and company profiles, a literature review on branding concepts, data analysis and findings from a survey of 50 Yamaha motorcycle customers. Key findings include customers being satisfied with Yamaha bikes and service at Arjun Motors. The report also recommends Yamaha focus on style, power and mileage in advertising to attract customers and maintain dominance in the premium bike segment.
To study the consumer behavior for purchasing mobile handsetsEnamul Islam
The document analyzes consumer purchasing behavior for Huawei smartphones through a survey of 100 students. Factor analysis was conducted on the survey responses, including calculating the KMO and Bartlett's Test, scree plot, communalities, and total variance explained. The analysis found that Huawei's performance is good with acceptable factor loadings. Key findings indicate that Huawei offers more benefits than competitors and effective advertising. Recommendations include increasing internal storage and lowering prices. In conclusion, Huawei's features and performance create a strong impact on consumers in the current technology-dependent world.
Key factors influence brand trust and brand loyalty a study on smartphone con...NuioKila
This document is a thesis submitted by Truong Hong Ky to the University of Economics Ho Chi Minh City in 2014 that examines key factors influencing brand trust and loyalty among smartphone consumers in Vietnam. The study aims to determine how brand identity, brand identification, and customer satisfaction impact brand trust and loyalty. A research model and hypotheses are proposed. The study uses a quantitative survey methodology to collect data from smartphone users and analyzes the results using exploratory factor analysis and multiple linear regression to test the hypotheses. The findings indicate that brand identity, brand identification, and customer satisfaction all have a significant positive impact on both brand trust and brand loyalty. Brand trust is also found to strongly influence brand loyalty. The conclusion provides recommendations for brand executives to
The agricultural sector plays a vital role in the Indian economy. Agriculture accounts for around 18% of India's GDP and employs over 50% of the workforce. Major crops include rice, wheat, fruits, vegetables, cotton, jute, tea, coffee, and spices. The Green Revolution in the 1960s made India self-sufficient in food grains. However, agriculture still heavily depends on annual monsoon rains. The government is promoting various initiatives to boost investment and growth in the sector. Rajasthan has a significant agricultural economy, with crops like wheat, barley and pulses being important. Indian cuisine varies widely by region due to diverse climates and influences from traders over centuries. Vegetarianism is common due to religious beliefs,
A STUDY ON CUSTOMER SATISFACTION IN RAMESH ELECTRICALS AND CONTRACTORSHimanshu Sikarwar
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This document provides a project report on studying consumer behavior for purchasing mobile handsets in Pune, India. The report includes details of the research methodology used such as objectives of the study, scope, sample design involving 200 mobile users, and data collection methods including questionnaires and personal interviews. It also discusses consumer buying behavior processes involving problem identification, information search, evaluation of alternatives, purchase decision making, and post-purchase behavior. The executive summary provides an overview of the key findings from the study.
This document provides a project report on studying consumer behavior for purchasing mobile handsets in Pune, India. The report includes sections on the research design and methodology, data collection methods, sample design and size, and data analysis techniques. Primary and secondary data were collected through questionnaires, interviews, websites, reports and other sources. 200 mobile users in Pune were surveyed using random area sampling. The analysis will help understand factors influencing consumer choices and the mobile purchasing process.
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Anoop k r 0314-mobile phone consumers revealed preferences
1. MOBILE PHONES – A STUDY OF CONSUMERS’
REVEALED PREFERENCE IN BANGALORE CITY
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE AWARD OF MBA DEGREE OF
BANGALORE UNIVERSITY.
Submitted By
Mr. Anoop K R
Reg.No-03XQCM6006
UNDER THE GUIDANCE OF
DR. N.S. VISWANATH
RESIDENT DIRECTOR
INTERNAL GUIDE
M.P.BIRLA INSTITUTE OF MANAGEMENT
ASSOCIATE BHARTIYA VIDYA BHAVAN.
BANGALORE-560001
2003-2005
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 1 of 80
2. DECLARATION
I hereby declare that the research work embodied in this dissertation entitled
“MOBILE PHONES – A STUDY OF CONSUMERS’ REVEALED PREFERENCE
IN BANGALORE CITY”, has been carried out by me under the guidance and
supervision of Dr.N.S.Viswanath, Resident Director, M.P.Birla Institute of
Management, Bangalore (Internal Guide).
I also declare that this dissertation has not been submitted to any
University/Institution for the award of any Degree/Diploma.
Place: Bangalore (ANOOP
K R)
Date: 17th June 2005 Reg No.
03XQCM6006
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M P Birla Institute of Management, Bangalore Page 2 of 80
3. GUIDE’S CERTIFICATE
I hereby declare that the research work embodied in this dissertation entitled
“MOBILE PHONES – A STUDY OF CONSUMERS’ REVEALED PREFERENCE
IN BANGALORE CITY”, has been undertaken and completed by Mr. Anoop K R
under my guidance and supervision.
I also certify that he has fulfilled all the requirements under the covenant
governing the submission of dissertation to the Bangalore University for the award of
MBA degree.
Place: Bangalore
(Dr.N.S.Viswanath)
Date: 17th June 2005 Resident
Director
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 3 of 80
4. PRINCIPAL’S CERTIFICATE
I hereby certify that this dissertation is an offshoot of the research work
undertaken and completed by Mr. Anoop K R under the guidance of
Dr.N.S.Viswanath, Resident Director, MPBIM, Bangalore (Internal Guide).
I also certify that he has fulfilled all the requirements under the covenant
governing the submission of dissertation to the Bangalore University for the award of
MBA degree.
Place: Bangalore (Dr. N.S. Malavalli)
th
Date: 15 June 2005. Principal
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M P Birla Institute of Management, Bangalore Page 4 of 80
5. ACKNOWLEDGEMENT
I am extremely grateful to all those who have shared their views,
opinions, ideas and experiences which have significantly improved this Project
Report. I would like to express my sincere thanks to, Dr. N.S.Viswanath,
Resident Director, M P Birla Institute of Management, Bangalore for his
guidance and sincere efforts towards bringing in years of his vast industrial
experience into this project.
I am very thankful to all the respondents and the employees for their
cooperation in the course of my study.
A special thanks to my friends and family for their encouragement and
help in the successful completion of the study.
ANOOP K R
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M P Birla Institute of Management, Bangalore Page 5 of 80
6. CONTENT SHEET
Chapter No
Topics Page No
Abstract
1 1
Introduction
2 3
Literature Review
3 7
Research Design
4 15
Data Analysis and
19
5 Interpretations
Findings of the Study 60
6
Suggestions and
64
7 Recommendations
Annexure 66
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M P Birla Institute of Management, Bangalore Page 6 of 80
7. LIST OF TABLES
Table no Topic
T1 Brand currently used by the respondent
T2 Consumers’ mindset
T3 Frequency of changing handset
T4 Consumers’ top preferred brand
T5 Rating different parameters
T6 Features preferred by the consumers
T7 Consumers’ satisfaction level
T8 Other handset preference
T9 Source of awareness
T10 CONSUMER ATTITUDES about different brands
T10.1 Price
T10.2 Ability to pay
T10.3 Brand name and Make
T10.4 Quality
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M P Birla Institute of Management, Bangalore Page 7 of 80
8. T10.5 User – friendliness
T10.6 Reliability
T10.7 Technological superiority
T10.8 Pride
T10.9 Utility
T10.10 Brand Power
T10.11 Spread Effect
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M P Birla Institute of Management, Bangalore Page 8 of 80
9. LIST OF GRAPHS
Table no Topic
G1 Brand currently used by the respondent
G2 Consumers’ mindset
G3 Frequency of changing handset
G4 Consumers’ top preferred brand
G5 Rating different parameters
G6 Features preferred by the consumers
G7 Consumers’ satisfaction level
G8 Other handset preference
G9 Source of awareness
G10 CONSUMER ATTITUDES about different brands
G10.1 Price
G10.2 Ability to pay
G10.3 Brand name and Make
Quality
G10.4
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M P Birla Institute of Management, Bangalore Page 9 of 80
10. G10.5 User – friendliness
G10.6 Reliability
G10.7 Technological superiority
G10.8 Pride
G10.9 Utility
G10.10 Brand Power
G10.11 Spread Effect
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M P Birla Institute of Management, Bangalore Page 10 of 80
12. ABSTRACT
Mobile phones in today’s world have become a necessity in the lives of
common man. When a person decides to buy a mobile phone, he looks into various
aspects like technology, make, features, price etc. Since the mobile phone market is
very dynamic i.e. new models are introduced very frequently into the market, the
consumers’ needs, tastes and preferences will also change accordingly.
This survey provides valuable data in providing the necessary information
regarding the changing trends in the mobile phone market. This survey aims to throw
light on the consumers’ attitudes towards the different brands and his/her expectations
from the product and, then estimate his/her level of satisfaction after using the
product. The survey also tries to find out which are the brands preferred by the
consumers and the preference they give to different parameters like Price, Quality,
Brand name and Make etc, while choosing a mobile phone.
Taking into account the above mentioned objectives, we can say in short that
the study is being conducted to know the consumer buying decisions while choosing a
mobile phone.
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M P Birla Institute of Management, Bangalore Page 12 of 80
14. HISTORY OF MOBILE PHONES
The mobile phone is becoming ubiquitous even in India. With a user base of
more than 12 million today, and growing at a rate of 600,000 every month, one
expects India’s mobile phones to match the installed base of 40 million land lines in
the next couple of years. But even this growth is dwarfed by a cellular user base of
more than 200 million and growth of nearly three million per month in China. With
global sales of 423 million phones in the year 2002 and 112 million in the first quarter
of year 2003, mobile phones reach nearly a billion people today. Naturally, the mobile
with its potential to touch practically every human being on earth, is a remarkable
invention in human history.
What is amazing about the cell phone is that it is just 30 years old. It was on
April 3, 1973, that Martin Cooper of Motorola invented a device which had the
functionality of what is known today as a cellular phone. At that time, AT&T, the
global leader in telecom, was focusing on the car phone — a bulky device targeted at
the up-market user who could afford to spend thousands of dollars. Motorola
engineers, on the other hand, under the pioneering leadership of Marty (who at age 74
continues to invent next generation telephony through his company Array.com)
focused on a device that allowed people to talk as they moved to those who were also
on the move.
Of course, the first version of the cellular phone was a bulky instrument
weighing 30 ounces, measuring 3” deep and 1.5” wide and with a huge height
(compared to today’s instruments) of 10”. Several independent developments have
created an amazing maturation of the original invention. These include millions of
dollars devoted to R&D (Motorola alone spent $150 million over 10 years); creative
companies like Nokia & Ericsson which systematically perfected the technology
through several innovations; universal standardization (GSM) and the widespread
adoption of standards by global telecom companies; amazing developments in micro-
electronic devices that include micro-processors, DSP and memory devices; display
technology such as color LCD; electronics and semiconductor manufacturing
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M P Birla Institute of Management, Bangalore Page 14 of 80
15. expertise of Japanese, Korean and Taiwanese companies; unbelievable economics of
manufacture, logistics and retail; and, of course, the IT/internet hype of the last
decade.
Just as plain telephony evolved over the years — from mechanical, electro-
mechanical, electronic, and finally to digital telephony — mobile telephony has
evolved from first generation (1G) analog phones to second generation (2G) digital
phones (GSM, CDMA and WLAN phones). The next generation phones such as
GPRS (2.5G) and third generation (3G) phones are round the corner too. Different
countries adopt different frequency standards, the dominant ones being
800/1800/1900 MHz. Thanks to the falling prices of cell phones, countries like China,
India and Vietnam could bridge the digital divide.
Mobile phones today have gone beyond simple telephony. They combine PDA
(personal digital assistant) functions, Internet browsing/e-mail functions and
optionally even a camera, FM radio receiver or MP3 player, and games. Special
features of mobile phones that are widely used include SMS (short messaging
service), MMS (multimedia messaging service), WAP/Bluetooth/Infrared/USB
connectivity and ring tones. Advanced feature phones include GPS (global
positioning system) and GIS (geographic information system) to provide location-
aware services for tracking, navigation and positioning.
Cell phones today are available in a variety of sizes, shapes, colors, weight,
features, and battery. You have inexpensive varieties in the Rs 2,000 to Rs 4,000
range; slim phones with color cost Rs.5, 000 to Rs.15, 000; feature-rich, high
resolution, color display-equipped phones cost in the Rs 10,000 to Rs 20,000 range;
integrated PDA/internet/office features, camera, MP3 player functionality pushes
prices to the Rs 20,000 to Rs 40,000 range; for the super-rich there are platinum
phones with diamond-studded keys in the $20,000 to $1 million range. There are
throwaway phones too, that cost just about Rs 1,000. Truly the 30-year “young” cell
phone has changed the world!
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M P Birla Institute of Management, Bangalore Page 15 of 80
16. Today, Mobile phones have already started functioning as more than just
communication devices. No wonder, lately these devices are becoming indispensable.
In addition to making or receiving calls, SMS, mobile users are now able to
read e-mail, news headlines, weather forecasts, click pictures and listen to music.
That's not all. These features could sound routine. The Japanese have now
found another use for cell phone. Sometime later, one could pore over full-length
novels on the tiny screens. Japanese have begun to import novels of considerable size
on the mobile phone memory. Thus, making them readable on the cell display. But
only a few lines pop up at a time due to the small size of the phone screen.
However, improvements in the quality of liquid-crystal displays and features
such as automatic page-flipping, or scrolling, make the endeavor far more enjoyable.
Several surveys indicate that most users take advantage of this offer in order to
read classical novels, previously abandoned during school, and that they find that the
small displays not only induce less fatigue, but they also enable them to read in darker
conditions, for instance when reading bedtime stories to their children at home.
However few ponder on how feasible it would turn out to be. Well, one has to wait
and see on how an increasing number of users will adopt this habit.
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 16 of 80
18. LITERATURE REVIEW
The Indian Cellular Market is entering a boom period after years of quasi-
stagnation. Gartner estimates that by 2005, cellular subscribers in the country will
number 30.9 million, up form 6.4 million at the end of March 2002. By then, India
will be the fastest growing cellular market in Asia Pacific (in 2000, it was the
Philippines and China) with 36 percent growth over the previous year
Mobile operators will provide an estimated 45 per cent of additional telephone
connections during the year. Cellular subscribers are expected to grow 80 per cent by
the end of financial year 2003 to touch 1.15 crore, up from 64 lakh subscribers in
fiscal 2002, according to an ICRA report on telecom industry.
This would mean that cellular telephones would account for 20.5 per cent of
the total telephone connections in India compared to 14.4 per cent last year. However,
the cellular density would still remain a low 1.1 per cent compared to the fixed
teledensity of 4.3 per cent. However, the report points out that, growth in cellular
telephony could vastly exceed these projections, if the system of calling party pays is
implemented.
Doing some more crystal ball gazing, the ICRA report points out that the
cellular subscriber figure is expected to touch three crore by 2005. At the same time,
the fixed line network is expected to expand to about six crore by 2005 from 3.84
crore lines by 2002.Revenue growth, however, will lag the growth in subscriptions.
Such is the massive demand for SMS globally that the GSM Association's, a wireless
and cell-phone organization envious forecast of 10 Billion messages a month by end
2000 was achieved during September - three months earlier than predicted. The
Association has now revised its year-end forecast for December to 15 Billion
messages per month. According to the GSM Association, text messages sent across
the world hit a staggering 50 billion in Q1 this year. This represents an impressive
rise. During the same period in 1999 there were only 3 billion text messages sent, Q1
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M P Birla Institute of Management, Bangalore Page 18 of 80
19. 2000 saw around 10 billion, and now there's five times that figure being sent across
more than 500 million global GSM users.
In India also, Mumbaites are also sending more than 28 Lakh SMS messages
per day. SMS reached its peak on New Year's Day (2000) when cell phone users were
flooded with New Year greetings. The AirTel network in New Delhi handles around 6
Lakh SMS messages on an average. Just before the arrival of the New Year, the
network handled more than 74,000 calls between 11 p.m. (31 Dec 2000) and 1 a.m. (1
Jan 2001). Essar Cell phone claims that it handled more than 9 Lakh SMS messages
on that day.
In Mumbai on New years day over 15 Lakh SMS Messages were sent between
10pm and 3am. On Valentines day 9 Lakh messages were sent. Over weekends, BPL
and Orange witness traffic to the extent of eight Lakh messages daily, with the
number peaking in the evening. Of an average traffics of 60 Lakh cellular calls a day,
SMS accounts for 5 Lakh messages a day.
60,000 messages flow down the AirTel channel and another 65,000 gets
processed through Spice Telecom. In short, it is rush hour for SMS traffic in
Karnataka.
In Manipal, SMS is believed to be doing roaring business as some 80 per cent
of cellular users in the town are students.
When AirTel launched SMS in April 2000, the initial average response was
around 18,000 messages. Similarly, when Spice Telecom had carried out a study two
months ago it was found that 37,000 SMS messages were received per day. The big
jump has happened over the last couple of months. And emoticons - those symbol
denoting emotions - have helped.
BPL Mobile which conducted a consumer research survey across its Kerala
circle found that 75 per cent of its total subscriber base used SMS as a frequent mode
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 19 of 80
20. of communication. It was found that 35 per cent of the users were youngsters, and that
50 per cent of them used the facility for romance. BPL Mobile today clocks 7 lakh
messages a day across all its circles.
Shopping is moving to the mobile world, giving everybody with a mobile
phone access to a real-time shopping experience, regardless of his or her location.
But there's much more to mobile e-commerce than just on-line shopping. It presents a
new way to compare deals; pick-up impulse purchases and reaches the consumer
wherever they are making their buying decision, be that, in the local high street, on
the bus, at a friend's home with a catalogue in hand. For operators and mobile portals
advancing the boundaries of mobile internet services the search is on to create
innovative new sources of revenue.
Mobile Marketing and Advertising is the way to invest money today, and is
projected as the optimum source of high growth revenue combined with high appeal
to users. The current competitive business environment has lead to a growing demand
for mobility, and for 24/7 access to information and services. Organizations which
capitalize on this demand will be leaders in the Internet market of the future. Indus
Mobile is proven wireless solutions for business can gain your organization that
competitive advantage.
Mobile Strategy
• Capture maximum telecommunications revenue potential with minimum
geographical coverage to maximize its revenues and margins.
• Build high quality mobile networks by deploying state-of-the-art technology
to offer superior services.
• Use the experience it has gained from operating its existing mobile networks
to develop and operate other mobile networks in India and to share the
expertise across all of its existing and new circles.
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 20 of 80
21. • Attract and retain high revenue generating consumers by providing
competitive tariffs, offering high quality consumer support, proactive retention
programs and roaming packages across all of its mobile circles.
• Provide affordable tariff plans to suit each segment of the market with a view
to expand the reach, thereby increasing the mobile consumer base rapidly.
DOMESTIC SCENARIO
South Korea's Samsung and LG, already challenging top handset maker Nokia in
the world's biggest markets, are taking the fight to the fastest-growing market,
offering fancy phones and aggressive marketing in India.
Rock bottom tariffs, a room-to-boom phone ownership rate of just four in 100
people and galloping demand have attracted global players such as Nokia, Motorola,
Samsung Electronics and LG Electronics to India's $2.5 billion market.
The Indian market is growing rapidly and the mobile penetration rate is still low.
It's got great potential. India is a market that Samsung and LG really care about
because of the sheer volume that's involved.
About 1.6 million users sign up each month, and the 45-million subscriber base is
forecast to more than double by December 2005, with call rates as low as 2 U.S. cents
a minute.
Song estimates more than 37 million mobile phones will be sold in India in 2005,
with the annual number likely to rise to 50 million by 2008.
Korean firms entered India late, but Samsung quickly built market share with
stylish phones and color screens aimed at the high-margin sector, while LG aimed for
the low- to middle range. Nokia's offerings cross the spectrum, but it has stuck mainly
to low- to medium-priced bar phones.
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M P Birla Institute of Management, Bangalore Page 21 of 80
22. The Koreans are very serious contenders for the leadership position in India as
they have demonstrated the ability to take share away in an exploding market.
FANCY PHONES SELL
Analysts say Samsung and LG have won a following by aggressively hawking
flip-tops and clamshells with polyphonic ring tones and color screens. Both have a lot
more advertising and marketing spend compared to other players.
No precise market data is available, but analysts say Nokia, with an estimated
45 percent share, is still leading.
Even so, Samsung is the largest player in the color screens and photo-snapping
handset niche, selling 100,000 units a month. With more than half of India's billion-
plus population below age 25, the market is ripe for experimentation and new
technologies. The future is color and cameras. Mobile phones are now a tool for
entertainment as well as connectivity in terms of voice and data.
Over the past two years, the Korean firms have piggybacked on a huge
expansion drive by Reliance Infocomm Ltd., the CDMA-based mobile services arm
of the Reliance group that tops the Indian market.
Reliance, which has more than 10 million users, is expanding its network to
5,000 towns from 1,100 at present, and analysts say half the firm's CDMA handset
purchases are through LG.
LG first shipped CDMA handsets to India in late 2002, followed by color
handsets in April 2003 and camera phones in January 2004. By March it had over half
of India's CDMA market.
LG aims to sell 3 million handsets in India in 2004, or about 7 percent of its
global volume sales, said a spokeswoman.
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M P Birla Institute of Management, Bangalore Page 22 of 80
23. Samsung India expects to sell 2.8 million mobile phones in 2004, up from 2.5
million last year. Analysts expect handset revenue to rise 16.6 percent on the year to
about $350 million.
Nokia has fought back by entering the CDMA market and also by offering a
larger menu of low-priced mobile phones in a market where more than 60 percent of
phones sell for about $70.
Samsung, the third-largest mobile phone maker after Nokia and Motorola,
raised its global market share to 13.5 percent in the third quarter from 11.2 percent a
year ago, according to Strategy Analytics. LG, meanwhile, overtook Japanese-
Swedish joint venture Sony Ericsson as the fifth largest. Its share rose to 7 percent
from 5.7 percent.
SALES NETWORK ADVANTAGE
The South Korean firms enjoy another edge -- their nationwide distributor and
retail presence in the domestic consumer durables market. South Korean firms with
leadership positions in the $4 billion consumer electronics market have changed the
dynamics of the booming sector.
Both companies are now setting up plants to manufacture phones in India.
Although Samsung's investment plans are not known, LG will plough $60 million into
a mobile phone plant that will make 20 million GSM and CDMA phones a year by
2010. Half of those would be earmarked for export.
There is the huge domestic market to cater to and in the longer run; the
opportunity to address the needs of the global market is there.
MOTOROLA TAKES AWAY MARKET SHARE FROM NOKIA
Nokia is the world leader when it comes to mobile phones. However, they are
continuing to lose this advantage to competition as Motorola chips away some of their
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M P Birla Institute of Management, Bangalore Page 23 of 80
24. market share in the last couple of months. Finland based Nokia saw their market share
fell to 30.4% during the first three months of the current year.
This is a drop from 33% market share they had at the end of last year. The
report was released by the market analysts Garner Incorporation. On the other hand,
Motorola witnessed a growth in their market share as they now have captured 16.8%
of the mobile market.
This share is up from 16.3% at the beginning of the year. Samsung also did
good as they now rule 13.3% of the market up from 12.2%. The market is continuing
to see aggressive pricing from the various companies trying to woo the consumers
away from each other. Nokia itself has taken a lot of measures to cut costs and lower
the prices of their models.
Some of the plans include opening manufacturing units in Asian countries to
manufacture cheaper mobile phones. One of the major markets where they fail to
penetrate is the North America and they would love to expand their range in the US to
entice more consumers. Their long-term goal is to achieve a market dominance of
40%, which looks like a tough deal now.
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M P Birla Institute of Management, Bangalore Page 24 of 80
26. RESEARCH FOCUS
Specifically, the research investigation will convey the following foci:
- the study will bring out the extent of consumer satisfaction as a result of their
experience
- the consumer expectations from the mobile phones they are using or intending
to buy
OBJECTIVE OF THE RESEARCH
- to analyze the buying behavior of consumers
- to assess the consumer ’s expectations from the product
- to examine the consumer ’s attitudes towards different mobile phones
- to estimate the level of consumer satisfaction after using the product
RESEARCH DESIGN
The research designs to find out the consumers’ needs while using a mobile
phone and his/her buying behavior when he/she decides to purchase a mobile phone.
The various consumer needs and his/her buying decisions are found out based on
survey with the aid of a structured questionnaire with both open ended and close-
ended questions.
RESEARCH METHODOLOGY
The target respondents of the survey are the mobile phone users in Bangalore
city between the age group 22 – 30 years. The study being qualitative, survey is the
focal point. The primary data will be collected through in-depth interview technique
with the aid of a structured questionnaire. The choice of this technique was based on
the assumption that the responses are relatively true. It is believed that this technique
substantially helps to gather information regarding the consumer preferences and their
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M P Birla Institute of Management, Bangalore Page 26 of 80
27. expectations. It is proposed to take a sample of 50 respondents in Bangalore city and
to draw the inferences depending upon the data distribution obtained after the survey.
TYPE OF RESEARCH
Survey Research
Surveys are best suited for exploratory and descriptive research. Companies
should take up surveys to learn about consumers’ expectations, tastes and preferences,
and their level of satisfaction.
SAMPLING TECHNIQUE
Simple Random Sampling technique is used. This type of sampling avoids any
bias in choosing the sample.
SAMPLE SIZE
The chosen sample size for research is 50. The sample is derived from
respondents within Bangalore city.
SAMPLE DESCRIPTION
The sample is chosen at random from among a number of respondents.
INSTRUMENTATION TECHNIQUES
The questionnaire technique is used for the survey and the reasons for using this
approach are;
• It covers wide area
• It is not an expensive affair
• Original data could be obtained
• It is free from all bias
• Easy to tabulate and understand
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M P Birla Institute of Management, Bangalore Page 27 of 80
28. COLLECTION OF DATA
Data has been collected from both primary and secondary sources. Primary
data is collected using the questionnaires and Secondary data is collected from books,
internet, magazines, etc,
LIMITATION
- Responses are made as authentic as possible.
- Non response errors could be present although efforts are on to minimize it
- Response errors have not been estimated
- The study is exploratory
- The study is limited to consumer s within Bangalore city.
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M P Birla Institute of Management, Bangalore Page 28 of 80
29. DATA ANALYSIS
AND
INTERPRETATION
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M P Birla Institute of Management, Bangalore Page 29 of 80
30. 1. Brand currently used by the respondent
TABLE – T1
Brand No. of Respondents Percentage
LG 1 2.0
Nokia 38 76.0
Samsung 6 12.0
Sony 5 10.0
Total 50 100.0
GRAPH – G1
80
70
60
50 LG
Percentage
40 NOKIA
of Users
30 SAMSUNG
20
SONY ERICSSON
10
0
Mobile phone brands
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M P Birla Institute of Management, Bangalore Page 30 of 80
31. OBSERVATION: Among the various companies manufacturing mobile phone,
Nokia has the best Marketing Mix strategy and it is designed to suit specific segments
to catch up with the world market. Consumers always prefer a reliable product at
optimum cost, majority prefers products, which are widely advertised and are
available at convenient locations. Nokia cell phones meet all this criteria and hence,
from the user’s angle it is the highest sold commodity in this competitive market. It is
been observed that majority of the respondents use Nokia i.e. 76%. 12% are using
Samsung, 10% are using Sony and a very small percentage of respondents are
interested in using LG.
INFERENCE: The performance criteria in terms of reliability, durability and
maintainability appear to be the key factors in influencing consumers to buy the
product. With continuous R&D efforts and cost-effective means of manufacturing the
cell phones, Nokia’s market share is quite high and undoubtedly Nokia is the market
leader in this category. Consumers, who decide to buy a cell phone for the first time,
prefer to go in for Nokia phones because of the availability in a wide range of variety
and price ranges. It can be inferred from the above data that consumers are more
inclined towards Nokia mobile phones than Samsung and Sony.
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M P Birla Institute of Management, Bangalore Page 31 of 80
32. 2. The first thing that comes to the mind of the consumer when he hears the
word ‘Mobile Phone’.
TABLE – T2
No. of Respondents Percentage
Calls 15 30.0
Messages 12 24.0
Necessity 21 42.0
Status Good 2 4.0
Total 50 100.0
GRAPH – G2
45
40
35
30 Calls
25 Messages
20 Necessity
15 Status good
10
5
0
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M P Birla Institute of Management, Bangalore Page 32 of 80
33. OBSERVATION: After the introduction of mobile phones a decade ago,
accessibility of individuals within the city or outside the city became easier. Initially,
the cost of cell phones was quite high and as the sales volume picked up; the rates
were brought down and were affordable by all income groups. With the mobility of
persons in discharging their work, the need to contact consumers, office staff, and
households became an important issue. The need for cell phone became a necessity
right from the top executive of the company to a vendor on the street. The service
providers like Airtel, Spice, Hutch, etc also reduced the tariffs to attract more
consumers. The incoming calls were made free about 5 years back. With this, the
need for cell phones increased and today it is considered as an item of possession,
even for students and professionals.
INFERENCE: Mobile phones facilitate making and receiving calls to any destination
at any time. The facility of call registers enables users to know the called numbers in
case they are unable to receive their calls while the phone rings. With caller
identification facilities, a receiver has the option to either receive or reject a call
according to his criteria. The latest version of the cell phones, which only weighs 75
to 80 grams, appears to have further increased the passion for the usage of a cell
phone by many consumers. The necessity factor is augmented because of the
availability of handsets on installments and low interest rates. For top-level
executives, it is certainly a status symbol. For many others it is a necessity and for a
few it is a pride.
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M P Birla Institute of Management, Bangalore Page 33 of 80
34. 3. Frequency of changing the handset
TABLE – T3
No. of Respondents Percentage
<6 months 2 4.0
6 months 3 6.0
1 year 23 46.0
> 2 years 22 44.0
Total 50 100.0
GRAPH – G3
<6 months 6 months
4% 6%
>2 years
44%
1 year
46%
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M P Birla Institute of Management, Bangalore Page 34 of 80
35. OBSERVATION: The advent of technological changes and continuous efforts by
R&D Engineers result in introduction of handsets with newer and latest features. The
pace at which new models are getting into is quite fast. A time period of 6 months to 1
year appears to be reasonably the life cycle of a mobile phone for many
manufacturers. Although many consumers prefer to change the handset to satisfy their
urge to go in for new models, many postpone the decisions since the exchange value
is quite low. A usage period of 1 to 2 years appears to be normal before a consumer
decides to go in for a new handset. This is one of the main reasons why 46% of the
respondents have expressed their view that the frequency of changing handset is
approximately 1 year. Many consumers prefer to retain their sets since they are used
to various operations and might not have faced any problems with their present sets.
INFERENCE: Companies manufacturing cell phones should openly advertise “Buy
back schemes” which creates interest in the consumers to go in for a change. Enough
awareness should also be created highlighting technological improvements and cost-
advantage to initiate the buyers for changing the handset.
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M P Birla Institute of Management, Bangalore Page 35 of 80
36. 4. Top Brand that is most preferred by the consumers
TABLE – T4
No. of Respondents Percentage
Nokia 43 86.0
Samsung 3 6.0
Sony 4 8.0
Total 50 100.0
GRAPH – T4
8
6
86
0 20 40 60 80 100
Nokia Samsung Sony
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M P Birla Institute of Management, Bangalore Page 36 of 80
37. OBSERVATION: Nokia phones have become popular through out the world. The
company has started manufacturing these phones in India and also in other countries.
The number of varieties and models available in Nokia is quite high. Keeping these
factors in view, Nokia has also strengthened its distribution activities and have
franchised many dealers who sell those phones at convenient locations. The media
advertisement publicity as well as sales promotion has created the brand image. These
are the reasons why 86% of the respondents feel that Nokia is one of the most
preferred brands by consumers.
INFERENCE: The marketing efforts by Nokia manufacturing company are
extremely good. They make use of all forms of marketing such as Direct Marketing,
Marketing through franchise distributors, dealers and retailers. The Hoardings and
Advertisements on print and electronic media are very impressive and rewind the
memory space of consumers for a very long time. It has become the most preferred
brand because of technical superiority, marketing capabilities, price control and also
effective after sales service.
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M P Birla Institute of Management, Bangalore Page 37 of 80
38. 5. Consumers’ rating on the various parameters they take into account while
purchasing a mobile phone
TABLE – T5
Brand
name User- Technological
Parameter Price Quality Reliability
& friendliness Superiority
make
Very low 2 4 2 2 2 2
Low 10 0 6 2 0 8
Moderate 36 16 4 14 14 16
High 24 40 26 30 40 40
Very high 28 40 62 52 44 34
GRAPH – G5
70
60
50
Very low
40 Low
Moderate
30
High
20 Very High
10
0
Price Brand Quality User-friendly Reliability Technology
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M P Birla Institute of Management, Bangalore Page 38 of 80
39. OBSERVATION: The research carried out has brought out the fact that the
consumers in the process of selecting a handset give importance for quality since it is
one of the characteristics which influences product buying. Quality is defined a fitness
for use and this aspect is incorporated in the handset made by most of the
manufacturers.
Consistency in performance each time and all times is reliability. The phones
need to be reliable and must be designed to operate under extremes of conditions such
as high temperature, cold and rainy conditions, etc. Consumers’ ultimate choice of
buying a cell phone is based on cost competitiveness and brand popularity.
The phones must be capable of being handled by all kinds of consumers irrespective
of whether they are qualified or unqualified. The survey has brought out the fact that
user-friendliness is the most important criteria in the selection of a mobile phone.
Consumers are aware that, when they expect more or better features, they must be
prepared to pay more cost and that is how cost is the least preferred factor.
INFERENCE: The above facts necessitates that all manufactures need to give due
importance by incorporating quality in design to make the handset more and more
robust. Before launching any new models, a pre-testing may be undertaken to
ascertain that the users are comfortable in handling and using the cell phones. A
one/two page voucher may also be supplied highlighting important facilities available.
This reduces the monotony of the consumers to pick user manuals and understand the
user-friendly characteristics. Since the volume of consumption is increasing
gradually, manufacturers must be able to hold on to the present prices that extend
more facilities.
Continuous updation to match the present and future technological changes
and innovations must be considered by manufacturers. New models shall invariably
be brought into the market but spares support must continue to be provided to the
earlier models.
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M P Birla Institute of Management, Bangalore Page 39 of 80
40. 6. The features that are most preferred by the Mobile phone users
TABLE – T6
Features No. Of Respondents Percentage
Color display 31 62%
Radio 29 58%
Camera 28 56%
Infra red & Blue tooth 25 50%
GPRS 19 38%
Others 5 10%
GRAPH – G6
70
60
50
Percentage of 40
Users 30 Features
20
10
0
Color Radio Camera IR & BT GPRS Others
display
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M P Birla Institute of Management, Bangalore Page 40 of 80
41. OBSERVATION: It can be observed from the data given above that majority of the
respondents prefer cell phones with Color display i.e. 62%. With the advent in
technology, the consumers’ also demands keep increasing. Many of the respondents
have also given good preference to other features like Radio, Camera, Infra-red, Blue-
tooth, GPRS etc. These are the features that the consumers are basically looking
forward to in future when they buy a mobile phone.
INFERENCE: From the above data, it can be inferred that the consumers’ needs are
never ending. They always demand more and more. Nowadays, almost all the
companies are coming up with phones with latest features. But the ones in this
segment are priced very high. As a result, it cannot be afforded by the common man.
Companies should make efforts to bring down the cost of such mobiles to increase its
sales.
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M P Birla Institute of Management, Bangalore Page 41 of 80
42. 7. Consumers’ satisfaction level with their present handset
TABLE – T7
No. of Respondents Percentage
Yes 46 92.0
No 4 8.0
Total 50 100.0
GRAPH – G7
No
8%
Yes
92%
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M P Birla Institute of Management, Bangalore Page 42 of 80
43. OBSERVATION: Consumer satisfaction is one of the main objectives of marketing.
The level of satisfaction is a combination of production, price, promotion, distribution
and after sales service. As per the earlier tables, majority of the cell phone users are
using Nokia small percentages who use the other brands have generally expressed that
they are satisfied with their handsets. This indicates that they are getting the value for
the money spent.
INFERENCE: It shall be the endeavor of manufacturers to delight the consumer by
offering more facilities and also by continuous improvements; they can aim at higher
levels of satisfaction.
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M P Birla Institute of Management, Bangalore Page 43 of 80
44. 8. The handset that the consumers would prefer buying in future
TABLE – T8
No. of Respondents Percentage
LG 2 4.0
Nokia 33 66.0
Panasonic 1 2.0
Samsung 7 14.0
Sony 7 14.0
Total 50 100.0
GRAPH – G8
70
60
50 Sony
40 Samsung
Panasonic
30 Nokia
LG
20
10
0
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M P Birla Institute of Management, Bangalore Page 44 of 80
45. OBSERVATION: In order to know the views of consumers regarding their
performance on any other brand other than what they possess, it was mentioned that
consumers have once again preferred Nokia as the best choice. This shows the strong
brand affinity and continues use of Nokia as the preferred choice. A small percentage
have only expressed that they prefer Samsung, Sony and LG.
INFERENCE: Nokia as a market leader, enjoys the highest brand popularity, brand
loyalty and brand image. The first preferred of any consumer is Nokia which markets
its product on the keyword “Connecting people”. The ergonomic features and
aesthetic characteristics have enabled this brand to enjoy the highest market share.
The other brands like Samsung and LG may adopt a total shift in their marketing
approach to compete with the present market.
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M P Birla Institute of Management, Bangalore Page 45 of 80
46. 9. Medium for consumers’ awareness about their handset
TABLE – T9
No. of Respondents
Percentage
Friends 25 50.0
Relatives 6 12.0
Ads 16 32.0
Others 3 6.0
Total 50 100.0
GRAPH – G9
Others
6%
Ads
32% Friends
50%
Relatives
12%
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M P Birla Institute of Management, Bangalore Page 46 of 80
47. OBSERVATION: The source of awareness of the brands selected by the users is
through Word of Mouth advertising. Friends and family members play a dominant
role in influencing buyers. Advertisement in print and electronic media creates
awareness on the availability of brands. The out door advertisement through
Hoardings provides additional information and helps the consumers to select their
brands.
INFERENCE: Brand popularity is a direct measure of the attitudes, beliefs and
perception of users. Satisfactory performance of the handsets initiates the buyers to
influence others to buy the same brands owned by them. This creates a chain effect in
a few people telling many and many telling many more. It also depends on how the
dealers and retailers help the buyers in the process of selection and decision making.
Manufacturers should give equal importance not only for media advertising but also
for sales promotion and personal selling. Sufficient resources should be provided
towards advertising budget to make the brands popular and stand out in the market.
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M P Birla Institute of Management, Bangalore Page 47 of 80
48. 10. CONSUMER ATTITUDES TOWARDS DIFFERENT BRANDS
10.1 Consumers’ attitude about the Price of some of the top brands of mobile
phone
TABLE – T10.1
Sony
Nokia Samsung Motorola Ericsson LG
Very low 2 1 3 1 2
Low 5 5 6 3 8
Moderate 11 17 24 22 23
High 21 24 13 16 13
Very high 11 3 4 8 4
Total 50 50 50 50 50
GRAPH – G10.1
50
45
40
35
30 Very low
Percentage of
25
Respondents Low
20
15 Moderate
10 High
5 Very high
0
Nokia Samsung
Motorola Sony LG
Ericsson
Brands
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M P Birla Institute of Management, Bangalore Page 48 of 80
49. OBSERVATION: It can be observed from the above given data that most of the
respondents found the Price of Nokia and Samsung high i.e. 21% and 24%,
respectively. They found the Price of Motorola, Sony Ericsson and LG moderate.
24%, 22% and 23% respectively felt so. Very few people felt that the prices of these
brands are either very low or very high.
INFERENCE: Price is one of the most important factor consumers take into
consideration when purchasing a mobile phone. They prefer products that are priced
optimum. The price of the product measures their ability to pay. Companies should
make efforts to ensure that their products are priced optimum so that it can be
afforded by he common man.
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M P Birla Institute of Management, Bangalore Page 49 of 80
50. 10.2 Consumers’ attitude about their Ability to pay for the below listed brands of
mobile phones
TABLE – T10.2
Sony
Nokia Samsung Motorola LG
Ericsson
Very low 3 1 1 5 6
Low 2 10 10 12 11
Moderate 11 12 15 14 15
High 18 17 14 14 17
Very high 16 10 10 5 1
Total 50 50 50 50 50
GRAPH – G10.2
40
35
30
25
Percentage of Very low
20
Respondents Low
15
Moderate
10 High
5 Very high
0
Nokia Samsung
Motorola Sony LG
Ericsson
Brands
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M P Birla Institute of Management, Bangalore Page 50 of 80
51. OBSERVATION: It can be observed from the above given data that the consumers
generally have a high and moderate ability to pay for the different mobile phone
brands. It shows that most of the brands are placed at an optimum price. Even quite a
number of respondents have mentioned that they have a very high ability to pay for
these brands. People saying that they have either a very low or low ability to pay are
very few.
INFERENCE: It can be inferred from the facts given above that most of the mobile
phone brands are priced properly and can be afforded by most of the people. However
continuous efforts have to be made to reduce the costs of phones that technologically
very superior.
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M P Birla Institute of Management, Bangalore Page 51 of 80
52. 10.3 Consumers’ attitude about the Brand name and Make of some of the top
brands of mobile phone
TABLE – T10.3
Sony
LG
Nokia Samsung Motorola Ericsson
Very low 3 0 2 2 4
Low 1 11 12 7 11
Moderate 1 16 19 16 19
High 12 18 15 16 14
Very high 33 5 2 9 2
Total 50 50 50 50 50
GRAPH – G10.3
70
60
50
Percentage of 40 Very low
Respondents 30 Low
Moderate
20
High
10
Very high
0
Nokia Samsung
Motorola Sony LG
Ericsson
Brands
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M P Birla Institute of Management, Bangalore Page 52 of 80
53. OBSERVATION: It can be observed from the above data that most of the
respondents felt that Nokia has a very good Brand name and make i.e. about 66% of
them felt so. They felt that the other brands normally have a moderate Brand name
and make. Consumers always prefer a reliable product at optimum cost, majority
prefers products, which are widely advertised and are available at convenient
locations. Nokia cell phones meet all this criteria and hence, from the user’s angle it is
has a very superior Brand name in this competitive market.
INFERENCE: One of the key factors that influence consumers to buy a product is its
Brand name and make. Nokia’s market share is quite high and undoubtedly Nokia is
the market leader in this category. Consumers, who decide to buy a cell phone for the
first time, prefer to go in for Nokia phones because of the availability in a wide range
of variety and price ranges. It can be inferred from the above data that consumers are
more inclined towards Nokia mobile phones than Samsung and Sony.
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M P Birla Institute of Management, Bangalore Page 53 of 80
54. 10.4 Consumers’ attitude about the Quality of some of the major mobile phone
brands
TABLE – T10.4
Sony
Nokia Samsung Motorola LG
Ericsson
Very low 2 2 2 1 6
Low 3 5 11 7 12
Moderate 5 18 24 10 18
High 17 16 10 20 12
Very high 23 9 3 12 2
Total 50 50 50 50 50
GRAPH – G10.4
50
45
40
35
30
Percentage of Very low
25
Respondents Low
20
Moderate
15 High
10 Very high
5
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
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M P Birla Institute of Management, Bangalore Page 54 of 80
55. OBSERVATION: The research carried out has brought out the fact that almost 50%
of the consumers feel that the Quality of Nokia phones are much more superior when
compared to Samsung, Sony Ericsson, LG, and Motorola. In the process of selecting a
handset, consumers give utmost importance for quality since it is one of the
characteristics which influence product buying. Quality is defined a fitness for use
and this aspect is incorporated in the handset made by most of the manufacturers. The
phones must be capable of being handled by all kinds of consumers irrespective of
whether they are qualified or unqualified.
INFERENCE: The above facts necessitates that all manufacturers need to give due
importance by incorporating quality in design to make the handset more and more
robust. Continuous updation to match the present and future technological changes
and innovations must be considered by manufacturers. New models shall invariably
be brought into the market but spares support must continue to be provided to the
earlier models.
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 55 of 80
56. 10.5 Consumers’ attitude about the User - Friendliness of some of the major
mobile phone brands
TABLE – T10.5
Sony
Nokia Samsung Motorola Ericsson LG
Very low 3 1 5 7 6
Low 1 9 15 7 10
Moderate 4 21 20 19 27
High 12 10 10 16 4
Very high 30 9 0 1 3
Total 50 50 50 50 50
GRAPH – G10.5
60
50
40
Percentage of Very low
30
Respondents Low
Moderate
20
High
10 Very high
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
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M P Birla Institute of Management, Bangalore Page 56 of 80
57. OBSERVATION: It can be observed from the above data that Nokia is more user-
friendly when compared to the other brands. 60% of the respondents felt so. They feel
that the user-friendliness of the other brands is quite moderate and not exceptional.
People prefer using phones that are user-friendly so that anybody can easily operate.
INFERENCE: The above facts necessitates that all manufacturers need to give due
importance by incorporating user-friendliness in the handset to make it more and
more robust. Before launching any new models, a pre-testing may be undertaken to
ascertain that the users are comfortable in handling and using the cell phones. A
one/two page voucher may also be supplied highlighting important facilities available.
This reduces the monotony of the consumers to pick user manuals and understand the
user-friendly characteristics. Since the volume of consumption is increasing
gradually, manufacturers must be able to hold on to the present prices that extend
more facilities.
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 57 of 80
58. 10.6 Consumers’ attitude about the Reliability of some of the major mobile
phone brands
TABLE – T10.6
Sony
Nokia Samsung Motorola Ericsson LG
Very low 3 4 1 2 7
Low 1 3 13 7 13
Moderate 1 17 23 15 17
High 26 23 12 21 10
Very high 19 3 1 5 3
Total 50 50 50 50 50
GRAPH – G10.6
60
50
40
Percentage of Very low
30
Respondents Low
Moderate
20
High
10 Very high
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 58 of 80
59. OBSERVATION: Among the various companies manufacturing mobile phone,
Nokia has the best Marketing Mix strategy and it is designed to suit specific segments
to catch up with the world market. Consumers always prefer a reliable product at
optimum cost, majority prefers products, which are widely advertised and are
available at convenient locations. Nokia cell phones meet all this criteria and hence,
from the user’s angle it is the highest sold commodity in this competitive market. It is
been observed that majority of the respondents feel that Nokia is highly reliable i.e.
52%. 38% feels that Nokia’s reliability is very high. Around 46% of the respondents
feel that Samsung is also highly reliable. Regarding the reliability of Sony Ericsson,
LG and Motorola, they feel that is either moderate or low.
INFERENCE: The performance criteria in terms of reliability, durability and
maintainability appear to be the key factors in influencing consumers to buy the
product. With continuous R&D efforts and cost-effective means of manufacturing the
cell phones, Nokia’s market share is quite high and undoubtedly Nokia is the market
leader in this category. Consumers, who decide to buy a cell phone for the first time,
prefer to go in for Nokia phones because of its high reliability and also its availability
in a wide range of variety and price ranges. It can be inferred from the above data that
consumers are more inclined towards Nokia mobile phones than Samsung and Sony
Ericsson.
_____________________________________________________________________
M P Birla Institute of Management, Bangalore Page 59 of 80
60. 10.7 Consumers’ attitude about the Technological Superiority of some of the
major mobile phone brands
TABLE – T10.7
Sony
Nokia Samsung Motorola Ericsson LG
Very low 4 3 2 2 6
Low 1 4 8 4 9
Moderate 4 8 20 12 21
High 22 22 16 20 10
Very high 19 13 4 12 4
Total 50 50 50 50 50
GRAPH – G10.7
45
40
35
30
Percentage of 25 Very low
Respondents 20 Low
Moderate
15
High
10
Very high
5
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
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61. OBSERVATION: The advent of technological changes and continuous efforts by
R&D Engineers result in introduction of handsets with newer and latest features. The
pace at which new models are getting into is quite fast. A time period of 6 months to 1
year appears to be reasonably the life cycle of a mobile phone for many
manufacturers. It can be observed from the data that about 44% of the respondents
feel that both Nokia and Samsung have got a highly superior technology when
compared to others which the respondents felt has a moderately superior technology.
38% feels that Nokia has got a very high superior technology. That is why it has
become the most preferred brand.
INFERENCE: Continuous updation to match the present and future technological
changes and innovations must be considered by manufacturers. New models shall
invariably be brought into the market but spares support must continue to be provided
to the earlier models. Enough awareness should also be created highlighting
technological improvements and cost-advantage to initiate the buyers for changing the
handset.
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62. 10.8 Consumers’ attitude about the Pride of some of the major mobile phone
brands
TABLE – T10.8
Sony
Nokia Samsung Motorola Ericsson LG
Very low 4 2 2 0 10
Low 0 5 19 5 14
Moderate 8 18 17 24 16
High 13 19 10 16 8
Very high 25 6 2 5 2
Total 50 50 50 50 50
GRAPH – G10.8
50
45
40
35
30
Percentage of Very low
25
Respondents Low
20
Moderate
15 High
10 Very high
5
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
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63. OBSERVATION: After the introduction of mobile phones a decade ago,
accessibility of individuals within the city or outside the city became easier. With the
mobility of persons in discharging their work, the need to contact consumers, office
staff, and households became an important issue. The need for cell phone became a
necessity right from the top executive of the company to a vendor on the street. It can
be observed from the data above that almost 50% of the respondents feel that owning
a Nokia handset is a matter of very high Pride. 38% feels that Samsung handset brings
about a sense of Pride in you. Most of them have rated owning a Motorola or a Sony
Ericsson or an LG phone as a matter of Moderate pride. With this, the need for cell
phones increased and today it is considered as an item of possession, even for students
and professionals.
INFERENCE: The latest version of the cell phones, which only weighs 75 to 80
grams, appears to have further increased the passion for the usage of a cell phone by
many consumers. For top-level executives, it is certainly a status symbol. For many
others it is a necessity and also a matter of pride.
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64. 10.9 Consumers’ attitude about the Utility of some of the major mobile phone
brands
TABLE – T10.9
Sony
Nokia Samsung Motorola Ericsson LG
Very low 3 1 3 1 7
Low 1 8 9 7 15
Moderate 5 14 23 21 16
High 19 21 12 16 9
Very high 22 6 3 5 3
Total 50 50 50 50 50
GRAPH – G10.9
50
45
40
35
30
Percentage of Very low
25
Respondents Low
20
Moderate
15 High
10 Very high
5
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
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M P Birla Institute of Management, Bangalore Page 64 of 80
65. OBSERVATION: It can be observed from the above data that 44% of the
respondents have rated the Utility of Nokia phones as very high and about 38% have
rated it high. 42% of them feel that Samsung handsets are highly useful and around
46% feels that the utility of Motorola is moderate. Most of them have rated the utility
of other brands to be moderate. After the introduction of mobile phones a decade ago,
accessibility of individuals within the city or outside the city became easier. Initially,
the cost of cell phones was quite high and as the sales volume picked up; the rates
were brought down and were affordable by all income groups. With the mobility of
persons in discharging their work, the need to contact consumers, office staff, and
households became an important issue. The need for cell phone became a necessity
right from the top executive of the company to a vendor on the street. The service
providers like Airtel, Spice, Hutch, etc also reduced the tariffs to attract more
consumers. The incoming calls were made free about 5 years back. With this, the
need for cell phones increased and today it is considered as an item of possession,
even for students and professionals.
INFERENCE: Mobile phones facilitate making and receiving calls to any destination
at any time. The facility of call registers enables users to know the called numbers in
case they are unable to receive their calls while the phone rings. With caller
identification facilities, a receiver has the option to either receive or reject a call
according to his criteria. The latest version of the cell phones, which only weighs 75
to 80 grams, appears to have further increased the passion for the usage of a cell
phone by many consumers. The necessity factor is augmented because of the
availability of handsets on installments and low interest rates. For top-level
executives, it is certainly a status symbol. For many others it is a necessity and for a
few it is a pride.
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M P Birla Institute of Management, Bangalore Page 65 of 80
66. 10.10 Consumers’ attitude about the Brand Power of some of the major mobile
phone brands
TABLE – T10.10
Sony
Nokia Samsung Motorola Ericsson LG
Very low 3 2 4 0 10
Low 1 7 15 9 12
Moderate 2 18 18 10 13
High 16 13 11 21 13
Very high 28 10 2 10 2
Total 50 50 50 50 50
GRAPH – G10.10
60
50
40
Percentage of Very low
30
Respondents Low
Moderate
20
High
10 Very high
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
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67. OBSERVATION: It can be observed that 56% of the respondents felt that Nokia has
got a very high Brand Power when compared to its competitors. Most of them have
rated the Brand power of other brands as either high or moderate. Among the various
companies manufacturing mobile phone, Nokia has the best Marketing Mix strategy
and it is designed to suit specific segments to catch up with the world market. The
media advertisement publicity as well as sales promotion has created the brand image.
Consumers always prefer a reliable product at optimum cost, majority prefers
products, which are widely advertised and are available at convenient locations.
Nokia cell phones meet all this criteria and hence, from the user’s angle it is the
highest sold commodity in this competitive market.
INFERENCE: The performance criteria in terms of reliability, durability and
maintainability appear to be the key factors in influencing consumers to buy the
product. With continuous R&D efforts and cost-effective means of manufacturing the
cell phones, Nokia’s market share is quite high and undoubtedly Nokia is the market
leader in this category. Consumers, who decide to buy a cell phone for the first time,
prefer to go in for Nokia phones because of its quality, user-friendliness and reliability
and also its availability in a wide range of variety and price ranges. It can be inferred
from the above data that consumers are more inclined towards Nokia mobile phones
than Samsung and Sony.
The marketing efforts by Nokia manufacturing company are extremely good.
They make use of all forms of marketing such as Direct Marketing, Marketing
through franchise distributors, dealers and retailers. The Hoardings and
Advertisements on print and electronic media are very impressive and rewind the
memory space of consumers for a very long time. It has become the most preferred
brand because of technical superiority, marketing capabilities, price control and also
effective after sales service.
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68. 10.11. Consumers’ attitude about the Spread Effect of some of the major mobile
phone brands
TABLE – T10.11
Sony
Nokia Samsung Motorola Ericsson LG
Very low 5 5 7 2 7
Low 1 7 15 8 16
Moderate 6 23 16 22 16
High 11 8 8 15 10
Very high 27 7 4 3 1
Total 50 50 50 50 50
GRAPH – G10.11
60
50
40
Percentage of Very low
30
Respondents Low
Moderate
20
High
10 Very high
0
Nokia Samsung Motorola Sony LG
Ericsson
Brand
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M P Birla Institute of Management, Bangalore Page 68 of 80
69. OBSERVATION: It can be observed from the data that 54% of the respondents feel
Nokia has got a very high spread effect when compared to others which they felt have
got a moderate spread effect. This shows the strong brand affinity of Nokia and
continuous use of Nokia as the preferred choice. The source of awareness of the
brands selected by the users is through Word of Mouth advertising. Friends and
family members play a dominant role in influencing buyers. Advertisement in print
and electronic media creates awareness on the availability of brands. The out door
advertisement through Hoardings provides additional information and helps the
consumers to select their brands. Satisfactory performance of the handsets initiates the
buyers to influence others to buy the same brands owned by them. This creates a
chain effect in a few people telling many and many telling many more.
INFERENCE: Nokia as a market leader, enjoys the highest brand popularity, brand
loyalty and brand image. The ergonomic features and aesthetic characteristics have
enabled this brand to enjoy the highest market share. The other brands like Samsung
and LG may adopt a total shift in their marketing approach to compete with the
present market.
Brand popularity is a direct measure of the attitudes, beliefs and perception of
users. Satisfactory performance of the handsets initiates the buyers to influence others
to buy the same brands owned by them. This creates a chain effect in a few people
telling many and many telling many more. It also depends on how the dealers and
retailers help the buyers in the process of selection and decision making.
Manufacturers should give equal importance not only for media advertising but also
for sales promotion and personal selling. Sufficient resources should be provided
towards advertising budget to make the brands popular and stand out in the market.
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70. FINDINGS OF THE STUDY
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71. MAJOR FINDINGS
1. Consumers, who decide to buy a cell phone for the first time, prefer to go in
for Nokia phones because of the availability in a wide range of variety and
price ranges. It can be found from the study that consumers are more inclined
towards Nokia mobile phones than Samsung and Sony. This shows the strong
brand affinity and continues use of Nokia as the preferred choice.
2. Consumers consider mobile phones as something very necessary and
indispensable in their lives. They use it as the most important means of
communication. Some people find cell phones as a status symbol and
something they can be proud of.
3. A time period of 6 months to 1 year appears to be reasonably the life cycle of
a mobile phone for many manufacturers. Although many consumers prefer to
change the handset to satisfy their urge to go in for new models, many
postpone the decisions since the exchange value is quite low. A usage period
of 1 to 2 years appears to be normal before a consumer decides to go in for a
new handset.
4. The marketing efforts by Nokia manufacturing company are extremely good.
They make use of all forms of marketing such as Direct Marketing, Marketing
through franchise distributors, dealers and retailers. The Hoardings and
Advertisements on print and electronic media are very impressive and rewind
the memory space of consumers for a very long time. It has become the most
preferred brand because of technical superiority, marketing capabilities, price
control and also effective after sales service.
5. Consumers in the process of selecting a handset give importance for quality
since it is one of the characteristics which influence product buying. Quality is
defined a fitness for use and this aspect is incorporated in the handset made by
most of the manufacturers.
6. With the advent in technology, the consumers’ also demands keep increasing.
Consumers prefer having the latest features in their phones like Color display,
Radio, Camera, Infra-red, Blue-tooth, GPRS etc. These are the features that
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M P Birla Institute of Management, Bangalore Page 71 of 80
72. the consumers are basically looking forward to in future when they buy a
mobile phone.
7. Majority of the cell phone users are using Nokia small percentages who use
the other brands have generally expressed that they are satisfied with their
handsets. This indicates that they are getting the value for the money spent.
8. The source of awareness of the brands selected by the users is through Word
of Mouth advertising. Friends and family members play a dominant role in
influencing buyers. Advertisement in print and electronic media creates
awareness on the availability of brands. The out door advertisement through
Hoardings provides additional information and helps the consumers to select
their brands. Satisfactory performance of the handsets initiates the buyers to
influence others to buy the same brands owned by them.
9. Consumers find the price of brands like Nokia and Samsung a bit high when
compared to others but taking into consideration the quality and performance
of these handsets, most of them are able to pay for them.
10. Consumers always prefer a reliable product at optimum cost, majority prefers
products, which are widely advertised and are available at convenient
locations. Nokia cell phones meet all this criteria and hence, from the user’s
angle it is has a very superior Brand name in this competitive market.
11. The performance criteria in terms of quality, user-friendliness, reliability,
durability and maintainability appear to be the key factors in influencing
consumers to buy the product. Nokia’s market share is quite high and
undoubtedly Nokia is the market leader in this category. Consumers, who
decide to buy a cell phone for the first time, prefer to go in for Nokia phones
because of its high reliability and also its availability in a wide range of variety
and price ranges.
12. The source of awareness of the brands selected by the users is through Word
of Mouth advertising. Friends and family members play a dominant role in
influencing buyers. Advertisement in print and electronic media creates
awareness on the availability of brands. The out door advertisement through
Hoardings provides additional information and helps the consumers to select
their brands. Nokia has got a very good Brand power. Its ability to convert
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73. itself into a brand is quite impressive and that’s why consumers have got a
strong preference towards Nokia phones when compared to its competitors.
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74. SUGGESTIONS AND
RECOMMENDATIONS
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75. SUGGESTIONS AND RECOMMENDATIONS
1. Companies manufacturing cell phones should openly advertise “Buy back
schemes” which creates interest in the consumers to go in for a change.
Enough awareness should also be created highlighting technological
improvements and cost-advantage to initiate the buyers for changing the
handset.
2. All manufactures need to give due importance by incorporating quality in
design to make the handset more and more robust. Before launching any new
models, a pre-testing may be undertaken to ascertain that the users are
comfortable in handling and using the cell phones. A one/two page voucher
may also be supplied highlighting important facilities available.
3. Continuous updation to match the present and future technological changes
and innovations must be considered by manufacturers. New models shall
invariably be brought into the market but spares support must continue to be
provided to the earlier models.
4. Nowadays, almost all the companies are coming up with phones with latest
features. But the ones in this segment are priced very high. As a result, it
cannot be afforded by the common man. Companies should make efforts to
bring down the cost of such mobiles to increase its sales.
5. Manufacturers should give equal importance not only for media advertising
but also for sales promotion and personal selling. Sufficient resources should
be provided towards advertising budget to make the brands popular and stand
out in the market.
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77. Select Bibliography
Books:
o Marketing Management by Philip H Kotler
o Principle of marketing by Philip H Kotler
o Consumer Behavior by Schiffman
o Advertising Management by Rajiv Batra
Magazines:
o American Marketing Association Journal
o Indian Journal of Marketing Published by ICFAI
Website:
o www.marketingterms.com
o www.google.com
o www.bsnl.in
o www.techtree.com
o www.marketpower.com
o www.marketingstrategy.com
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78. MOBILE PHONE RESEARCH
Name:
Occupation:
Age group: Below 22 22-30 30-40 40-50 50 &
above
1. Do you possess a mobile phone? Yes No
2. Which brand are you using? __________________
3. What is the first thing that comes to your mind when you hear the word ‘MOBILE
PHONE’?
Calls Messages Necessity Status good
If others, please specify ______________________
4. How often do you change your handset?
< 6 months 6 months 1 yr > 2 yrs
5. Name the top 3 brands in your order of preference?
________________ , ________________ , ________________
6. Rate the following parameters while choosing a mobile phone?
(Rate on scale 1 to 5; 1 = Low, 5 = High)
Parameter Rating Rate your Mobile (in use)
Price
Brand Name and Make
Quality
User- friendliness
Reliability
Technological Superiority
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