The document provides details of a presentation on consumer preferences for Nokia mobile phones in India. It includes sections on Nokia's operations in India, popular Nokia mobile phone categories, objectives and methodology of the consumer survey, data analysis and key findings. The survey found that most customers change their Nokia phone every 1-2 years, pay Rs. 5,000-10,000, and are influenced by friends when purchasing Nokia mobiles.

1. A
PRESENTATION ON
CONSUMER PREFERENCES
ON NOKIA MOBILE
Submitted To: Prepared By:
Prof. Bhavika Bhatt Saptarshi Chakraborty
MBA-II, SEM-III
(DR.J.K.PATEL INSTITUTE OF MANAGEMENT)
M.B.A PROGRAMME
Affiliated to: Gujarat Technological University
1

2. Presentation Flow
 General Information
 Nokia’s India Operations
 Interesting Facts about Nokia
 Nokia Mobile Phone Categories
 Objectives Of The Study
 Research Methodology
 Data Analysis And Interpretation
 Findings Of The Survey
 Observations And Conclusion
 Bibliography
2

3. General Information
 Nokia Corporation is a Finnish multinational communications corporation that is headquartered
in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki.
 Nokia is engaged in the manufacturing of mobile devices and in converging Internet and
communications industries, with over 132,000 employees in 120 countries, sales in more than
150 countries and global annual revenue of over Euro 42 billion and operating profit of
Euro 2 billion as of 2010.
 It is the world's largest manufacturer of mobile phones: its global device market share was 23%
in the second quarter 2011.
 Nokia produces mobile devices for every major market segment and protocol,
including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such
as applications, games, music, maps, media and messaging through its Ovi platform.
 Nokia is also engaged in providing free digital map information and navigation services through
its wholly owned subsidiary Navteq.
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4. General Information
 Nokia has sites for research and development, manufacture and sales in several countries; as of
December 2010, Nokia had R&D presence in 16 countries and employed 35,870 people in
research and development, representing approximately 27% of the group's total workforce.
 Nokia operates a total of 9 manufacturing facilities located at Salo in Finland; Manaus in
Brazil; Cluj in Romania; Beijing and Dongguan in China; Komárom in Hungary; Chennai in
India; Reynosa in Mexico; and Masan in South Korea.
 The Nokia brand, valued at $25 billion, is listed as the 14th most valuable global brand in
the Interbrand/BusinessWeek Best Global Brands list of 2011. It is the 14th ranked brand
corporation in Europe (as of 2011), the 8th most admirable Network and Other
Communications Equipment company worldwide in Fortune's World's Most Admired
Companies list of 2011 , and the world's 143th largest company as measured by revenue
in Fortune Global 500 list of 2011.
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5. General Information
 In the global smartphone rivalry, Nokia held the 3rd place in 2nd Quarter 2011, trailing
behind Samsung and Apple.
 On 11 February 2011, Nokia announced a partnership with Microsoft where all future Nokia smart
phones will be powered by the Windows Phone 7 (WP7) operating system. On 26 October 2011,
Nokia unveiled its first WP7.5 powered handsets Lumia 710 and 800.
5

6. Nokia’s India Operations
 Nokia started its India operations in 1995, and presently operates out of
offices in New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad and
Ahmedabad. The Indian operations comprises of the company’s handsets and
network infrastructure businesses, R&D facilities in Bangalore, Hyderabad
and Mumbai and manufacturing plant in Chennai.
 Nokia has been working closely with operators in India to increase
geographical coverage and lower the total cost of ownership for consumers.
The company has also launched seven Nokia ‘Concept stores’ in Bangalore,
Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to provide
customers a complete experiential mobile experience.
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7. Interesting Facts about Nokia
 This is the 16th year since Nokia is operating in India. Although in the first six years
there were only 5 million subscribers, the company predicts that by 2013 the number
will rise to almost 1 billion.
 The Nokia 5110 was manufactured with the first ever Indian ringtone, the song Saare
Jahaan Se Acchha, 13 years ago, in 1998.
 According to Nokia, the company manufactured its first phone with a Hindi script, a
Nokia 3210, 11 years ago, in 2000.
 Nokia is the first global telecom company that managed to set up a mobile phone
production plant in India.
 The company was voted India’s most trusted brand in 08,09,10.
 Nokia devices are sold at almost 200,000 outlets across the country. No wonder Nokia
sells so much in India.
 One of the 'greenest' handsets manufacturers, Nokia has more than 5,000 mobile
recycling centers in India.
 It appears that last year Indians purchased 151 million new handsets, from which 52%
were Nokia phones, Analysts Mason research company reports.
 Souce(http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtml
published on May 26, 2011) 7

8. Nokia Mobile Phone Categories
 Smart Phones
 E-7, N-8, 700
 Touch And Type
 E-6, C2-03, X3-02, C3-01
8

9. Nokia Mobile Phone Categories
 Dual Sim
 X1-01, C2-03
 Nokia 1000 series – Ultrabasic series
 Nokia 2000 series – Basic series
 Nokia 3000 series – Expression series
 Nokia 5000 series – Active series
 Nokia 6000 series – Classic Business series
 Nokia 7000 series – Fashion and Experimental series
 Nokia 8000 series – Premium series
 Modern series (C/E/N/X)
9

10. Objectives Of The Study
 To measure the Consumer Preference on NOKIA Mobile.
 To know who suggested Nokia brand to customers.
 To know the criteria on which customers spend more time on Nokia
Cell phone.
 To know the factors which considered by the people when they purchase
the Nokia Phones.
 To study the consumers attitude towards the Nokia in the market.
 To study the impact of various schemes and different look of Nokia Cell
Phone in the mind of customers.
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11. Research Methodology
 Research methodology is a way to systematically solve the research
program. It includes follows,
a) Research design:
 Our project report on Nokia Mobiles is mostly based on
survey of consumer therefore the research study is Descriptive
one.
 Because the Descriptive study is normally concerned with
finding out general nature to problems and different variable
that are related to the problems. The major emphasis of
Descriptive research is to find out the actual fact. The
primary advantage of this descriptive research study is low
cost and less time requirement.
11

12. b) Types of Data:-
Whenever we think about marketing data source, so basically there are
main two types of data source are available,
1. Primary Data:-
 We have got primary data of Nokia for our
research purpose.
 We have collected primary data through
questionnaire method from the customers.
 So, we have contacted 100 persons individually
and collected all primary data through questionnaire
in Baroda (Vadodara) city.
12

13. 2. Secondary Data:-
 Secondary data are those which have been already collected
by someone in the past for the research purpose. They are
readily available in the company records, salesmen’s periodic
reports, sales reports, sales orders, etc.
 So, we have used the primary data because primary data
provides current & absolutely correct information.
c) Source Of Data:-
We have collected necessary information from many sources which
are as follows,
> Data collected through Questionnaire
> Data from Internet
13

14. d) Data collection instrument (method):-
 Data collection method like Questionnaire Method,
and Personal interview for primary data Method.
Here, we have used survey (Questionnaire) and
personal interview method for our research study.
 So, we have prepared Standard set of questions
to obtain the required information for the research
purpose and we have obtained the customers views
regarding Nokia Mobile.
14

15. e) Sampling Plan:-
 Sampling refers to obtain to a sample from a given population.
 Researcher must prepare a sample design which should be reliable
and appropriate for his research study.
Target Population - Users of Nokia Mobile in Vadodara city
Sampling Method - Simple random sampling
Sample Unit - Lower, Middle and Higher Class People
Sample Size - 100 Samples
Research Instrument - Personal Interview with Questionnaires
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16. 16

17. 1.How often do you change your mobile phone?
45
40
40
Category No. of %
Respondents 35
30
Less Than 1 26
Year 18 18 25
20 18 Series1
16
1 – 2 Years 40 40
15
3 - 4 Years 26 26 10
More Than 5
4 Years 16 16
0
Less than 1 1 – 2 years 3 - 4 years More than 4
year years
17

18. 2. What is the approximate price range of mobile that you pay?
Category No. of % 60
55
Respondents
50
40
Below 5000 18 18
5000 – 30
Series1
10000 55 55 21
20 18
10000-
20000 21 21 10 6
Above
20000 6 6 0
Below 5000 5000 – 10000 10000- 20000 Above 20000
18

19. 3. Who suggested you to buy NOKIA mobile?
60
Category No. of %
Respondents 50 48
40
29
Friend 48 48 30
Series1
Family
Member 29 29 20 16
Dealer 16 16 10 7
Relative 7 7 0
Friend Family member Dealer Relative
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20. 4. What do you think first while purchasing NOKIA mobile?
50
Criteria No. of % 44
45
Respondents 39
40
35
Price 14 14 30
25
Series1
20
Quality 39 39
14
15
10
Both -1 & 2 44 44
5 3
0
Other 3 3 Price Quality Both 1 & 2 Other
20

21. 5. Why have you bought the NOKIA mobile?
40
36
Criteria No. of % 35
Respond 30
ents 25
21
20 17
16
Communication 36 36 15
10 Series1
Business 10
Purpose 16 16 5
Series2
0 Series3
0
Status 21 21
Entertainment 17 17
Don’t Have
Landline Phone 10 10
Any Other 0 0
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22. 6. Do you like entertainment device in NOKIA mobile?
Criteria No. of %
Respondents
6%
19%
Yes 75 75 Yes
No
Don't Know
No 19 19
75%
Don't Know 6 6
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23. 7. While using your NOKIA mobile, on which
criteria do you spend more time?
Criteria No. of %
Respondents
Voice call 25 25 17% Voice call
25%
SMS
19%
SMS 30 30 Playing game
9% 30% Listening songs
Playing game 9 9 GPRS
Others
Listening songs 19 19
GPRS 17 17
Others 0 0
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24. 8. While you go for purchasing NOKIA mobile, you
consider the scheme or not?
45 42
Opinion No. of % 40
Respondents 35
30 28
Always 42 42 25
19
20
Very often 28 28 15
11
10
Often 19 19
5
0
Never 11 11 Always Very often Often Never
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25. 9. Which type of scheme affected to you while you
purchasing NOKIA mobile?
Criteria No. of %
Respondents 14%
36%
Festival offer 36 36 30% Festival offer
Sales offer
20%
Sales offer 20 20 Discount offer
Special gift
Discount
offer 30 30
Special gift 14 14
25

26. 10. Which type of look you prefer in NOKIA mobile?
30
Criteria No. of %
25
Respondents 25
22
21
Simple 22 22 20 18
15 14
Professional 25 25
10
Slider 14 14
5
Express 18 18
0
Simple Professional Slider Express Slim
Slim 21 21
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27. 11. Which of the following factors lead you to
purchase the NOKIA mobile?
Somewhat
Very Somewhat not Not
Factors Important Important Important Important Important
Price 60 21 11 5 3
Appearance 58 19 15 6 2
70
Brand 64 27 6 2 1
Features 46 37 10 5 2 60
Easy to 50
carry 34 40 18 6 2
40
Service 45 36 14 4 1
30
Availability 43 34 14 7 2 Very Important
Others 29 33 23 9 6 20 Important
10 Somewhat Important
0 Somewhat not Important
Not Important
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28. Findings Of The Survey
 Generally Customer’s like to change their mobile after 1 or 2 yr experience
with existing nokia mobile, as variety of mobiles enter into market with
different features.
 Most of people use nokia mobile of middle range i.e. 5000-10000, so that
they can change it often with small loss only.
 Most of customers buy their nokia mobile due to influence of some friends
or suggestion of them. Which shows that friends or family members make
customers to purchase nokia mobile more than their own search.
 Customers of nokia mobile consider or give importance to price & quality
both during their purchase.
 To make communication with family, friends and others, and also for
business purpose customers purchase nokia mobiles, as it is having durability
, rough & tough quality etc. Some customers think that having a smart
looking nokia mobile in hand make customer’s status in more value. Music
express feature is also one type attraction of customers toward product,
which provide them entertainment.
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29. Cotd….
 About 30% people use their nokia mobile for SMS purpose. 25%
people use it for voice call as the device is providing this facility. 17%
customers use for GPRS with mobile as some nokia mobile contain
good features related to easy operatibility of web.
 As per survey of 100 customers of nokia mobile, we can say that most
of customers prefer different schems during their purchase.
 More number of customers get attraction toward Festival offers &
discount offers as well. Sales offer & special gift offer attracts less as
compare to previous one.
 About 25 people like to prefer professional look of nokia mobile. Some
customer chooses simple & slim nokia features.
 Customers also give very importance to price, appearace, Brand,
features, services, and availability during purchase.
 They also give importance to easy to carry feature of nokia mobile.
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30. Observations And Conclusion
 Customers of nokia mobile are in large number than any
other phones.
 Customers are very much friendly toward nokia
 Trust on nokia mobile is higher than any other.
 Customers prefer nokia mobile due to best features
 A customer choose their nokia mobile on the basis of
focuses on price, features & availability.
 Customers take decision of purchasing nokia mobile after
counsulting with friends & family members.
 Customers are very much interested in offers.
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31. Bibliography
 Reference Taken From Following Books:
 Marketing Management by Kotler, Keller, koshy and Jha 13th Edition.
 Research Methodology by Hamdy Taha, A.M. Natarajan and Naresh Malhotra
 Consumer Behavior by Schiffman, Kanuk and Ramesh Kumar
 Reference Taken From Following Websites:
 http://www.nokia.com/in-en/
 http://www.pluggd.in/nokia-market-share-india-297/
 http://en.wikipedia.org/wiki/Nokia
 http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR174.htm
 http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtml
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