Market Research on Nokia

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Market Research on Nokia

  1. 1. Marketing Research
  2. 2. Introduction Nokia was founded first as a paper mill in Finland Early 1970’s and 1980’s Nokia became involved inthe telecommunications industry 1987-Nokia implemented their first handheldmobile device 1992-First digital handheld device was released 1998-Nokia was widely known as the leader in themobile phone industry Recently, Nokia’s high standing has fallen
  3. 3. Research Method and Procedures Research current factors that are affectingNokia’s current presence in the mobilephone market. Exploratory Descriptive Causal
  4. 4. Exploratory Want to understandcurrent Situation withNokia Nokia is still currentleader (Number one inWindows Phone) Nokia’s Decline
  5. 5. Descriptive Survey with cross-sectional analysis Factors that influenceconsumers Non-probability sample Convenience Snowball
  6. 6. Causal Manipulation of onevariable and keep allothers the same. Does brand cause peopleto pay more?
  7. 7.  Factors Created Each Individual Brand’sOverall Quality Samsung Overall Quality Technology Knowledge Brand Self Identity Brand Rank Frequencies Apple 74% ranked 1stHTC 33% ranked 2ndMotorola34% ranked 4thNokia50% ranked 5thSamsung33% ranked 2ndResults
  8. 8. Frequencies What brands do you considerwhen buying? Apple 110 HTC 54 Motorola 27 Nokia 19 Samsung 58 Other 25**Were able to select all thatapplied for both questions What features do you usemost on a cell phone? Call 89 Text-Message 102 Internet 87 Media 60 Camera 70 Other 26Results
  9. 9. Overall Quality BetweenPhones Paired samples T-Test Compared Design Price Brand Quality Results-Most Important 1-Quality 2-Design 3-Price & Brand (Nodifference) Paired Samples T-Test Compared Overall Qualityof each Brand Results-Highest PerceivedQuality 1-Apple 2/3 – Samsung & HTC(No Difference) 4 – Motorola 5- NokiaResultsMost Important Qualitiesin a Phone
  10. 10. Experiment Ran 95% confidenceintervals on individualmeans Apple 2.64-4.12 HTC 2.10- 3.56 Motorola 2.47-3.72 Nokia 1.81-3.37 Samsung 2.58-3.94 Results Not statically significant However, Apple does havethe highest mean, andNokia the LowestResults
  11. 11. Recommendations Build a better knowledge base of what product’scapabilities are Illustrate competitive advantages Show value to consumers based on their advantages Define exact target market Offer a premium product or value product

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