DECLARATION I hereby declare that this Project Report Repo rt entitled ―Customer Satisfaction of NOKIA Mobile in East Delhi Submitted by me to the GGSIPU Delhi, is a bonafide work undertaken by me and it is not submitted to any other University or Institution for the award of any degree diploma / certificate or published any time before. ”
Name: Chandan Parsad
Signature of the Student
Enrollment No: 0061189908
Semester
:
Date
:
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Certificate This is to certify that this Report R eport entitled ―Customer Satisfaction of NOKIA Mobile in East Delhi ‖ which is submitted by Chandan Parsad in partial
fulfilment of the requirement for the award of degree MBA – (Software Enterprise Management), to GGSIP University, Kashmere Gate, Delhi is a record of the candidate own work carried out by him under my supervision. The matter embodied in this thesis is original and has not been submitted for the award of any other degree.
Signature of the Supervisor
Date:
Mr. Amit Gupta (ERP consultant)
2
Abstract The main objective of the project pro ject is to study the satisfaction levels of customers, Product awareness and Consumer Behavior with reference to NOKIA mobile handset user‘s. Nokia has played a pioneering p ioneering role in the growth of cellular technology techno logy in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokiadeployed network. Nokia started its India operations in 1995, and presently operates out o f offices in New Delhi, Mumbai, Kolkata, Jaipur ,Lucknow ,Chennai, Bangalore, Hyderabad, Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&D facilities in Bangalore, Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore. Over the years, the company has grown gro wn manifold with its manpower strength increasing from 450 people in the year 2004 to over 15000 1 5000 employees in March 2008 (including Nokia Siemens Networks). Today, India holds the distinction of being th e second largest market for the company globally. The most common way of research design is the Descriptive research design is use and methodology primary source of data were utilized utilized for study. Sampling Design For the purpose of the study, the data has been collected in different places of market especially in Retail shops, metro station & Shopping mall. 100 customers were randomly selected for study By this project I‘ll be able:
Find out the satisfaction levels of customers, towards the Product attributes like Features, Appearances, Battery backup, Audio output and Software compatibility compatibility of o f Mobile. This study study help the NOKIA to recognize the factor factor which have have more satisfaction satisfaction level and which factor have more dissati d issatisfaction sfaction level
3
ACKNOWLEDGEMENTS First, I thank my Supervisor Mr. Amit Gupta (ERP consultant) C-DAC for his continuous support to making this project Mr. Amit Gupta (ERP consultant) CDAC was always there to listen and to give advice. He is responsible for involving me in this project in the first place. He taught me how to ask questions & which technique used for analysis. He showed me different ways to approach for the analysis. Thanks also to Mr. H.K. Dangi (Lecture) CDAC Noida for teaching me Business Research and how to do a usability study, a skill that confirmed my intuition that need a drawing environment to access knowledge-based systems . Special thanks goes to my friend Miss Seema, who is most responsible for helping me complete the writing of this Project
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Table of Contents Chapter 1 Introduction
P. No.
a. Background
9
b. Purpose of this Study
11
c. Scope and focus
11
Chapter 2
Literature Survey
13
Chapter 3
Analysis a. Introduction b. Research Designs c. Assumptions, Constraints and Limitations d. Statistical Analysis (Percentage analysis) e. Statistical Analysis (Chi-square)
18 20 21 22 24
Chapter 4. 4.
Conclusions and Discussion a) Summary of Findings b) Suggestions & Recommendations c) Conclusions
34 35 35
Chapter 5
a) Appendix b) References:
37 39
5
LIST OF TABLE TABLE Name 1. Comparing Shaded Boxes to Total Boxes
P. No. 18
2. Chi-Square Test Table a) b) c) d)
Sex and satisfaction with feature of Nokia phone. Sex and satisfaction with appearances of Nokia phone Age and their satisfaction with appearances of Nokia phone Age and their their satisfaction with battery battery backup of Nokia phone
3.Classification based on satisfactory level table
6
22 22 23 23 33
List of Figure P.No. 1. Brand Value Model
15
2. preference for buying
24
3. satisfied with price
24
4. satisfied with Advertisements
25
5. satisfied with Features of Nokia
25
6. satisfied with Audio output
26
7. satisfied with Software compatibility compatibility
26
8. satisfied with Built in memory
27
9. satisfied with Camera/video quality quality
27
10. satisfied with Accessories
28
11. satisfied with Appearances
28
12. satisfied with services
29
13. satisfied with Battery backup
29
14. satisfied with Brand image
30
15. satisfied with its life
30
16. fully aware all the Features
31
7
Chapter 1 Introduction
8
Background
Dr. Martin Cooper of Motorola, made the first US analogue mob ile phone call on a larger prototype model in 1973. On April 3, 1973, Motorola employee employee Dr. Martin Cooper placed a call to Dr. Joel Jo el S. Engel, head of research at AT&T's Bell Labs, while walking the streets of New York City talking on the first Motorola DynaTAC prototype in front of reporters. Motorola has a long history of making automotive radios, especially two-way radios for t axicabs and police cruisers. Nokia has played a pioneering p ioneering role in the growth of cellular technology techno logy in India, starting with the first-ever cellular call a decade ago, made on a Nokia No kia mobile phone over a Nokia No kia deployed network. Nokia started its India operations in 1995, and presently operates out o f offices in New Delhi, Mumbai, Kolkata,Jaipur,Lucknow,Chennai, Bangalore, Hyderabad, Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&D facilities in Bangalore, Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore. Over the years, the company has grown gro wn manifold with its manpower strength increasing from 450 people in the year 2004 to over 15000 1 5000 employees in March 2008 (including Nokia Siemens Networks). Today, India holds the distinction of being the second largest market for the company globally. Devices business: Nokia has established itself as the market and brand leader in the mobile devices market in India. The company co mpany has built a diverse product portfoli po rtfolio o to meet the needs of different consumer segments and therefore offers devices acro ss five categories ie. Entry, Live, Connect, Explore and Achieve. These include products that cater to first first time subscribers to advanced business devices and high performance multimedia devices for imaging, music and gaming. Nokia has been working closely close ly with operators in India to increase the geographical geog raphical coverage and lower the total cost of ownershi o wnership p for consumers. co nsumers. Today, Nokia has one of the largest distribution network with presence across 1,30,000 outlets. In addition, the co mpany also has Nokia Priority Dealers across the country and Nokia No kia ‗Concept stores‘ in Bangalore, Banga lore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore I ndore and Mumbai to provide customers a complete mobile experience.
9
Services business With the global launch of Ovi, the company's Internet services brand name, Nokia No kia is renewing itself to be at the forefront of the convergence of internet and mobility. From being a product centric company, Nokia Nok ia is now focusing to become solutions centric. The strategic shift is built on No kia‘s bid to retain consumers and empower Nokia device o wners to realise the full potential of the Internet. Nokia will build a suite of Internet based services like Nokia Maps, the Nokia Music Store and No kia N-Gage around its Ovi brand. Infrastructure business Nokia Siemens Networks is a leading global enabler o f communications services. The company provides a complete, well-balanced product portfolio of mobile and fixed network infrastructure solutions solutions and addresses the growing gro wing demand for services with 20,000 service professionals professionals worldwide. Its operations o perations in India include Sales & Marketing, Research & Development, Manufacturing and Global Networks Solutions Centre. Headquartered in Gurgaon, Nokia Siemens Networks has 47 offices and presence in over 170 locations across the country cou ntry.. R & D centers Nokia has three Research & Development centers in India, based in Hyderabad, Bangalore and Mumbai. These R&D hubs are staffed by engineers who are working on next-generation packet-switched mobile technologies and co mmunications mmunications solutions to enhance corporate co rporate productivity. The Center in Bangalore, the biggest R&D site in the country comprises S60 Software Organization, Common Technologies, Next Generation now ca lled Maemo Software, Productization and Software & Services. Design Studio Nokia has set up its first Design Studio in Bangalore in partnership with Srishti Schoo l of Art, Design and Technology. The first of its kind, the design studio will give Nokia designers and India‘s talented youth the opportunity to work together on new d esign ideas for India and the global markets. Manufacturing in India Nokia has set up its mobile device manufacturing facility facility in Chennai, Chenna i, India to meet the burgeoning demand for mobile devices in the country. The manufacturing facility is operational with an investment of USD 210 million and current ly employs employs 8000 people. Nokia has recently announced fresh investments to the tune of US $ 75 million towards its manufacturing plant in Sriperumbudur, Chennai for the year 2008
10
Purpose of this Study To study the satisfaction level of consumers towards the NOKIA Mobile in Ea st Delhi.
Scope and focus 1. This study focus on Features, Appearances, Battery backup and Software compatibility of Nokia. 2. This study help NOKIA NOKIA to recognize the factor which is most most satisfied and which factor have more dissatisfaction influencing the consumers to buy the NOKIA Mobile
11
Chapter 2.Literature Survey
12
Customers satisfaction When we talk about customer satisfaction, satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or o r later on in the process of conducting the everyday business. We talk about how, or rather what, does the organization have to do to gain not only the sale but als a lso o the loyalty of the customer. We want to know the t he payoff of the transaction both in the short and long term. We want to know what our o ur customers want. We want to know if our customers are satisfied. satisfied. Satisfaction, of course, means that what we delivered to a customer met the customer‘s approval. We want to know if customers are delighted and willing to comeback, and so on. Fleiss and Feldman present examples of that delightful-ness in their wr itings. itings. Fleiss has ca b ride. written about Ben and Jerry‘s ice cream and Feldman has discussed excellence in a cab As important as delightfulness is, some of us minimize it, or even totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in sales, satisfaction, satisfaction, and loyalty are: •Employees must adhere to a rigid rigid chain of o f command• Employees are closely in whatever form —is not allowed• Rewards are based on supervised• Conflict— in o n carrot-andstick Level 1. Expectations are very very simple and take the form of assumptions, assumptions, must have, have, or take it for for granted For example, I expect the airline to be be able to take off, fly to my destination, destination, and land safely. I expect to get the correct co rrect blood for my blood transfusion. And I expect the bank to deposit my money to my account and to keep a correct tally for me. Level2. Expectations are a step higher than that o f level 1 and they require some form of satisfaction through meeting the requirements requ irements and/or specifications specifications .For example, I expect to be treated courteously by all airline personnel. I went to the hospital expecting to have my hernia repaired, to be in some pain pa in after it was done, to be out on t he same day, and to rece ive a correct bill. And I went to the bank expecting e xpecting the bank teller te ller to be friendly, informative, and helpful with my transactions Level 3. Expectations are much higher than for levels 1 and 2.Level 3 requires some kind of delightfulness or a service that is is so good that it it attracts me to it For example, an airline gives passengers traveling coach c lass the same superior food service that other airlines provide only for first-class passengers. In fact, I once too k a flight where the flight attendants actually baked coo kies for us right there on the plane. When I
13
went to the hospital, I expected staff to treat me with respect and they carefu l-ly explained things to me. But I was surprised when they called ca lled me at home the next day da y to find out how I was doing. And at my house ho use closing, the bank officer, representing the bank holding my mortgage, not only treated me with respect and answered all my questions quest ions about my new mortgage, but just before we shook hands to close the deal, he gave ga ve me a housewarming gift.
Brand image Hide links within definitions Show links within definitions. Impression Impression in the consumers' mind of a brand's total tota l personality (real and imaginary qualities and shortcomings). Brand image is developed over time t ime through advertising campaigns with a consistent theme, and is authenticated through t hrough the consumers' direct experience. See also a lso corporate image Brand Value Model
Buyers who are considering a purchase scan sca n their service options and develop a consideration set. Within the consideration set, they develop a hierarchy of brands based on their t heir assessment assessment of Price, Pr ice, Product or Service Features, and Brand Name. Typically, they choose the brand at the top of their hierarchy, if available. If a brand is consistently at the top of their hierarchy, the buyer will be loyal to that t hat brand. We believe consumers try to optimize value within a product or service category. Consumers therefore assign utilities (worth) to price, each relevant performance attribute, and brand equity. Consumers then trade o ff performance attributes and brand equity against price in order to optimize value. The relationships between the individual values of price, performance attributes and brand equity is summative and equal equa l to total brand value. The values each respondent places on price, performance attributes, and brand equity define their value equation equat ion for a product or service category. We can derive these values va lues at the respondent level using modified trade-off trade -off exercises. A key advantage of o f the Brand Value Model is that it allows the calculation ca lculation of utilities and importance‘s at the individual consumer level. This acknowledges the highly individual nature nat ure of the evaluation of products and services in many categories. Furthermore, it permits an exploration of value structures across existing consumer segments or the development of new segments based on the components co mponents of the value equation. We believe the total value of o f a brand in a particular product/service category is composed of three parts. One part is due to the physical and readily identifiable (and replicable) features of the brand that delivers specific, tangible benefits to the purchaser, thus impacting purchase choice. We call these the tangible product features. The second part is due to some perceived intrinsic value associated with the brand name due to such things as the image transferred to the purchaser, trust, longevity in the marketplace, social
14
responsibility, responsibility, consistent co nsistent performance, and so forth (i.e. the intangibles), and impacting purchase choice. We refer to this t his as the brand's equity. The third component is the price/cost of the product. produ ct. Thus, the total value (or utility) of a product or service is a function of 1.) its physical, tangible, deliverable features, 2.) its brand equity, and 3.) its price. In addition, we believe that a brand's value is directly related to customer loyalty. That is, if a particular brand maintains a s ignificantly higher perception of value to a consumer than any other brand in the category, that consumer will consistently purchase that brand and co nsistently nsistently recommend that brand to others. Conversely, as brands in a category become less differentiated in terms of both tangible and intrinsic features, price becomes the major diff d ifferentiator erentiator of value, and thus, there is little loyalty.
We observe that people tend to trade off price against the combined co mbined bundle of tangible product features and brand equity equ ity in order to optimize total utility or total value. We also note that the intrinsic part of a brand's value, brand equity, may be positive or negative, meaning that a brand name can be used to increase overall utility of a choice, or may detract from the overall utility of a choice. Said differently, a positive brand equity allows a marketer to charge a premium in the market place over the value of the bundle of tangible features alone, or over the value of an unbranded product/service. And, some so me branded names in a particular category could have such a negative value among some purchasers such that the brand's equity cou ld be below that of an unbranded, or base line, product/service. The estimate of brand equity is relative to the t he other brands in the measured competitive set. Therefore, to obtain an estimate of o f absolute brand equity we often recommend that the study include either an unbranded product, a store brand, or a dummy brand name, whichever is most appropriate for the category. This provides the base price pr ice point for estimating brand equity in terms of its absolute dollar value.
15
The advantages of this modeling approach are: 1. The model is not dependent on internal financial data. 2. It is relatively fast and easy to execute using us ing proven research methods. 3. It can be executed at any time in the business cycle. That T hat is, it is not dependent on internal cyclical accounting account ing changes. 4. It takes into account all major relevant re levant brands in a defined product/service category. 5. It measures brand equity relative to other current and pot ential brands in the category, including unbranded items when they exist in the category. 6. It recognizes that value of any one brand's equity can be defeated in the marketplace by competitor pricing strategies, at least in the short run. 7. It allows the firm to assess price elasticity elasticity and a nd cross elasticities of their own brands and competitor brands in a category. cat egory. 8. Results can be projected to estimate the t he total value of a brand name under alternative sales projections. Thus, this modeling approach can be used to evaluate the total dollar value of a brand name for purposes of evaluation and acquisition. .
16
Chapter 3.Analysis
17
PRIMARY DATA ANALYSIS Primary data is the data which the researcher co llects through various methods like interviews, surveys, questionnaires etc. Some advantages and disadvantages o f primary data are as follows: The first advantage of primary data is that it can be collected from a number o f ways like interviews, telephone surveys, focus groups etc. Secondly, it can be a lso collected across the national borders through emails and posts. Thirdly, it can include a large population and wide w ide geographical coverage. Fourthly, it is relatively cheap and no prior arrangements are required. Moreover, primary data is current and it can bett er give a realistic view to the researcher about the topic under consideration. co nsideration. On the other hand, the major disadvantage of primary data is that it has design problems like how to design the surveys. The questions quest ions must be simple to design a general lingo (understandable). Some respondents do not give timely t imely responses. Sometimes, the respondents may give fake, socially soc ially acceptable and sweet answers and try to co ver up the realities. In some primary data collection methods there is no control over the dat a collection. Incomplete questionnaire always give a negative impact o n research
Percent: A percent is a ratio whose second term is 100. Percent means parts per hundred. The word comes from the Latin phrase per centum, which means per hundred. In mathematics, we use the symbol % for percent. Let's look at our comparison table again. ag ain. This time the table includes percents. p ercents.
Comparing Shaded Boxes to Total Boxes Grid
Ratio
Fraction
Percent
1
96 to 100
96%
2
9 to 100
9%
3
77 to 100
77%
Chi-Square Test? - Chi-square Test for Association is a (non-parametric, therefore can be used for nominal data) test of statistical significance widely used bivariate tabular association analysis. - Typically, the hypothesis is whether or not two t wo different populations are different enough in some characteristic or aspect of their behavior based on t wo random samples. - Chi-square Goodness-of-fit Goodness-of-fit Test is used to test if an observed observed distribution conforms to any particular distribution. Calculation of this goodness of fit test is by comparison of ob served data with data expected based on the particular distribution. When to apply a Chi-Squared Test: - Chi-Squared test is used to determin d eterminee if there is a statistically significant difference in the proportions for different groups. To accomplish this, it breaks all outcomes into groups.
18
What the Chi-Squared Test does: - It starts by determining determining how many defects, for example, would be ―expected‖ in each group involved. - It does this by assuming that all groups have t he same defect rate (which Minitab approximates from the data provided). - If the numbers are different by a large enough enou gh amount, Chi-Square determines that the groups do not have the t he same proportion. Chi-Square Requirements: - Data is typically attribute (discrete). At the very least, all data must be able to be categorized as being in some category or another). - Expected cell counts should shou ld not be low (definitely not less than 1 and preferable pre ferable not less than 5) as this could lead to a false positive indication that there is a diff d ifference erence when, in fact, none exists. Chi-Square Hypotheses: - Ho: The null hypotheses (P-Value (P-Va lue > 0.05) means the populati popu lations ons have the t he same proportions. - Ha: The alternate hypotheses (P-Value (P-Va lue <= 0.05) means the populations pop ulations do NOT have the same proportions.
Chi-Square Test of Independence The Chi-Square test is known as the test t est of goodness of fit and Chi-Square t est of Independence. In the Chi-Square test of Independence, goodness of fit frequency of one nominal variable is compared with the theoretical expected frequency. In the Chi-Square test of Independence, the t he frequency of one nominal variable is compared with different values of the second nominal variable. The Chi-square test of Independence is used when we have two nominal variables. The Chisquare test of Independence data may be in the R*C form. In the Chi-Square test of Independence, R is the row and C is the column. In the Chi-Square test of Independence, the test variable may be more than two.
Procedure in Chi-Square test of Independence: To perform the Chi-Square test of Independence, first we have to calculate the expected value of the two nominal nominal variables. We can calculate the expected expected value of the two nominal nominal variables by using this t his formula:
Where = expected value for Chi-Square test of Independence = Sum of the ith column in the Chi-Square test of Independence = Sum of the kth co lumn in the Chi-Square test of Independence N = total number in the Chi-Square test t est of Independence
19
After calculating the expected value, we will apply the following formula to calculate the value of the Chi-Square test of o f Independence:
= Chi-Square test of Independence = Observed value of two nominal no minal variables for the Chi-Square test of Independence = Expected value of o f two nominal variables for the Chi-Square test of Independence Degree of freedom in Chi-Square test of Independence: In the Chi-Square test of Independence, the degree of o f freedom is calculated by using the t he following following formula: DF=(r-1) (c-1) Where DF = Degree of freedom for the Chi-Square test of Independence r = number of rows in the Chi-Square test t est of Independence c = number of columns in the Chi-Square test t est of Independence or degree of freedom can be calculated as: DF= N-1 ,Where, N is the number of o f cells in the table.
Hypothesis: Null hypothesis, Ho: In Chi-Square test of Independence, null hypothesis assumes that there is no association between the two variables.
Alternative hypothesis, Ha: In Chi-Square test of Independence, alternative a lternative hypothesis assumes that there is an association between the two t wo variables
Research Designs Research is the systematic application of investigative tools to a n issue, problem, or phenomenon the purpose of o f which is to develop valid and reliable information that will lead toot a better understanding of the research target. Questions concerning t he definition of research persist because interactions among the varied o bjectives of research studies, on the one hand, and on o n the other hand, bias, ignorance, or both on the part o f the users of research findings as to what constitutes ôreal researchö. Some users of the findings of experimental research (as well as some experimental researchers, as an example) denigrate the value of descriptive research. Descriptive research, however, can be of great value to political campaigns and marketers even though its value may be low in relation to medical trial studies. Conversely, double-blind experimental research that is essential in most medical trial studies (a) are not feasible for many political and marketing purpo ses and (b) would be of limited value in such cases even if they were feasible.
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Research Design Descriptive research design Descriptive research is used to obtain information concerning the current status o f the phenomena to describe "what exists" with respect to variables or conditions in a situation. The methods involved range from the survey which describes the status quo, the t he correlation study which investigates the relationship between variables, to developmental studies which seek to determine changes over time. t ime. Statement of the problem Identification of information information needed to solve the problem Selection or development of instruments for gathering the information Identification of target population and determination of sampling procedure Design of procedure for information collection Collection of information Analysis of information Generalizations and/or predictions
ADVANTAGES The subject is being observed in a completely natural and unchanged natural environment. A good example of this would be an anthropologist who wanted to study a tribe without affecting their normal behavior in any way. True experiments, whilst giving analyzable data, often adversely influence the normal behavior of the subject. Descriptive research is often used as a pre-cursor to more quantitatively research designs, the general overview giving some valuable pointers as to what variables are worth testing quantitatively. Quantitative experiments are often expensive and timeconsuming so it is often good sense to get an idea of what hypotheses are worth testing.
Limitations The profile has been limited by demographic and a nd socio-economic characteristi character istics. cs. A psychographics analysis of respondents, attention, interests and o pinion pinion was not attempted, as it did not figure in the various brand needs
21
Analysis .
Chi-Square Test
In this project, the null Hypothesis is:
Ho: There is no significant difference between sex o f the respondents and their satisfaction with feature of Nokia phone. sex Observed N
Expected N
Residual
high satisfied
31
33.3
-2.3
satisfied
53
33.3
19.7
Not satisfied
16
33.3
-17.3
Total
100
Chi test
Cal Value
Table value
DF
Value
20.78
5.99
2
Result : Reject this null hypothesis because cal value value is grater than table value
Ho: There is no significant difference between sex o f the respondents and their t heir satisfaction satisfaction with appearances of Nokia phone Appreance Observed N
Expected N
Residual
high satisfied
31
33.3
-2.3
satisfied
54
33.3
20.7
no satisfied
15
33.3
-18.3
Total
Chi test Value
100
Cal Value 23.06
Table value 5.99
DF 2
Result : Reject this null hypothesis because cal value value is grater than table value value
22
Ho: There is no significant difference between age o f the respondents and their satisfaction with appearances of Nokia phone age Observed N
Expected N
Residual
less 20
13
20.0
-7.0
21-30
66
20.0
46.0
31-40
8
20.0
-12.0
41-50
8
20.0
-12.0
50+
5
20.0
-15.0
Total
Chi test Value
100
Cal Value 133.9
Table value 9.48
DF 4
Result : Reject this null hypothesis because cal value value is grater than table value
Ho: There is no significant difference between age o f the respondents and their satisfaction with battery backup of Nokia phone battery Observed N
Expected N
Residual
high satisfied
42
33.3
8.7
satisfied
43
33.3
9.7
not satisfied
15
33.3
-18.3
Total
Chi test Value
100
Cal Value 15.14
Table value 5.99
DF 2
Result : Reject this null hypothesis because cal value value is grater than table value
23
Percentage test Q. Place for preference for buying Mobile phone?
6%
6%
41%
Priority outlet Dealers Gray market Others
47%
Q Are you satisfied with price of Nok ia mobile Phone ?
50 45 40 35 30 25 20 15 10 5 0
Series1
satisfield Satisfield satisfield disssatisfield or Dissatisfield dissatisfield High Highly Neither
24
Q Are you you satisfied with Advertisements Advertisements of Nokia mobile mobile Phone?
50 45 40 35 30 25 20 15 10 5 0
Series1
d l e h i g i f s i H t a s
d l e i f s i t a S
r d l o e r d i f e l s i h e t t i i f a e i s s N t s a s s i d
d l e i f s i t a s s i D
d l e i y l f s h i g t i a H s s i d
Q Are you satisfied with Features of Nokia mobile Phone? P hone?
60 50 40 30
Series1
20 10 0 High satisfield
Satisf tisfiield
Not satisfield
25
Q Are you satisfied satisfied with Audio Audio output of Nokia mobile Phone Phone ?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
Q Are you satisfied with Software compatibility of Nokia mobile Phone ?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
26
Q Are you satisfied with Built in memory of Nokia mobile Phone ?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
Q Are you satisfied with Camera/video quality Nokia mobile Phone ?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
27
Q Are you satisfied with Accessories of Nokia mobile Phone?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
Q Are you satisfied with Appearances of Nokia mobile Phone ?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
28
Q Are you satisfied with Battery backup of Nok ia mobile mobile Phone? Phone ?
45 40 35 30 25
Series1
20 15 10 5 0 High satisfield
Satis fifield
Not satisfield
Q Are you satisfied with services provided by Nokia mobile Phone?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
29
Q Are you satisfied with Brand image of Nokia mobile Phone?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
Q Are you satisfied with its life?
60 50 40 30
Series1
20 10 0 High satisfield
Satis fifield
Not satisfield
30
Q Are you fully aware all the Features of Nokia mobile Phone?
Q Sex?
31
Chapter 4.Conclusions and Discussion
32
Classification based on satisfactory level
Attributes Features Battery Software Audio Accessories Appearance Built Backup compatibility output In memory
High satisfied
23%
40%
37%
26%
24%
28%
21%
Satisfied
58%
40%
48%
54%
56%
52%
55%
Not satisfied
19%
20%
15%
20%
20%
20%
24%
33
FINDING THE STUDY
1. Among the total 100 respondents, 65 percent of the respondents were male while remaining 35 percent of the respondents were female. 2. From the study undertaken, out o f the total number of respondents are falling under the age group of 17-50+ years. 3. From the study undertaken, majority of the respondents, (40 Percent) are graduates and (40 Percent) are post graduate. 4. From the survey undertaken, 24 percent of the respondents are falling under the income level Rs. below 10000 and 26% more than 40000. 5. From the survey undertaken, between the t he educational qualification and the purchase decision of the respondent, it has been found that 40 respondents are graduates, of these, 38% respondents are depending upon the advertisem advert isements ents for their purchase decision. 6.
From the study undertaken, between the age and purchase decision of the respondents, out of 100 respondents, 20 o f them are depending upon advertisement ad vertisement for their purchase decision, and 36% respondents are falling under the age group of 21-30 years.
7. From the survey undertaken, between the mode of the purchase and income level of the respondents, it has been found that 26 respondents are falling under the income level more 40000, of o f these 18 respondents are making their t heir purchase by cash. 8. From the survey undertaken 36% are highly satisfied with its brand image Features:1. Audio Output:- In the above analysis, 26% of respondents are highly satisfied with
2.
3.
4.
5.
the audio output, 54% of the respondent are satisfied, and 20% of respondents are not satisfied with this attribute. analysis, 28% of the respondent gave their their opinion as Camera/video:- In the above analysis, highly satisfied with the features of the software compatiblity,52% of the respondents gave their opinion as satisfied,20% of the respondents respo ndents were not satisfied. above analysis, 37% of the respondent gave their Software Capability:- In the above opinion as highly satisfied with the features of the software compatiblity,48% of the respondents gave their opinion as satisfi sat isfied,15% ed,15% of o f the respondents were not satisfied. analysis, 21% of the respondent gave their their opinion Built in memory:- In the above analysis, as highly satisfied with the features of the built in memory,55% of the respondents gave their opinion as satisfied,24% of o f the respondents were not satisfied. their opinion as Accessories:-In the above analysis, 24% of the respondent gave their highly satisfied with the features of the accesories,56% of the respondents gave their opinion as satisfied,20% of the respondents were not satisfied.
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6. Appearance:- In the above analysis, analysis, 28% of the respondent gave their their opinion as highly satisfied with the appearance,52% of the respondents gave their opinion as satisfied,20% of the respondents were not satisfied. 7. Battery backup:- In the above above analysis, 40% of the respondent gave their their opinion as highly satisfied with the battery,40% of the respondents gave their o pinion pinion as satisfied,20% of the respondents were not satisfied.
SUGGESTIONS 1. Most of the respondents were satisfied with the price, pr ice, company image and Battery backup of Nokia. So it is suggested that the same standard is to the maintained. 2. Factors like after service, audio output, software compatibility and special features are admired the respondents, hence this features has to be continued. continued. 3. Regarding built in memory and brand image, a few of the respondents expressed their dissatisfaction. so this factor has to be improved with a view to attract more customers and to retain the existing customers. 4. To attract customers situated in all areas, advertisement can be given through all media to attract customers in rural areas. 5.
The sales promotion offers are not impressive. Hence, the company shou ld work towards providing more sales promotion offers to attract the customer‘s .The customers are not satisfied with the price level, so they can bett er consider the price level.
CONCLUSIONS
The important product attributes of any Mobile like price and company image have received favorable appreciation from the respondents. Product attributes like battery backup, appearances, software compatibility and audio output have also been appreciated. It is certified that the consumer cons umer behavior concept is an unpredictable one in any kind of market .But this study has attempted its best to reveal the same.
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Appendix
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Mobile phone user survey in East Delhi Q1. Place for preference for buying Mobile Phone? 1. Priority outlet ( ) 3. Dealers ( ) 2. Gray market ( ) 4. Others ( ) Q2.Are you satisfied with price of Nokia phone? 1.High satisfied ( ) 2. Satisfied Satisfied ( ) 3. Neither satisfied nor dissatisfied dissatisfied ( ) 4. Dissatisfied Dissatisfied ( ) 5. Highly dissatisfied ( ) Q3. Are you satisfied with Advertisements of Nokia phone? 1. High satisfied ( ) 2. Satisfied Satisfied ( ) 3. Neither satisfied nor dissatisfied dissatisfied ( ) 4. Dissatisfied Dissatisfied ( ) 5. Highly dissatisfied ( ) Q4. Are you satisfied with Features of Nokia phone? 2. Satisfied ( ) 1. High satisfied ( )
3.No t satisfied ( )
Q5. Are you satisfied with Audio output? 1. High satisfied ( ) 2. Satisfied ( )
3.Not satisfied satisfied ( )
Q6. Are you satisfied satisfied with w ith Software compatibility? 1. High satisfied ( ) 2. Satisfied ( )
3.Not satisfied satisfied ( )
Q7. Are you satisfied with Built in memory? 1. High satisfied ( ) 2. Satisfied ( )
3.Not satisfied satisfied ( )
Q8. Are you satisfied satisfied with w ith Camera/video quality? 1. .High satisfied ( ) 2. Satisfied ( )
3.Not satisfied satisfied ( )
Q9. Are you satisfied satisfied with w ith Accessories? 1.. High satisfied ( ) 2. Satisfied ( )
3.Not satisfied satisfied ( )
Q10. Are you satisfied with Appearances? 1. High satisfied ( ) 2. Satisfied ( )
3.Not satisfied satisfied ( )
Q11. Are you satisfied with Battery backup? 1. High satisfied ( ) 2. Satisfied ( )
3.Not satisfied satisfied ( )
Q12. Are you satisfied with its services provided by Nokia service ce nter? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied satisfied ( ) Q13. Are you satisfied with its Brand image? 1. High satisfied ( ) 2. Satisfied ( ) Q14. Are you satisfied with its life? 1. High satisfied ( ) 2. Satisfied ( )
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3.Not satisfied satisfied ( ) 3.Not satisfied satisfied ( )
Q15. Are you fully aware all the Features of Nokia phone? 1. Yes ( ) 2. No ( ) Q16. Who suggested you buy Nokia phone? 1. Family ( ) 2. Relative ( )
3.Friends ( )
4. Neighbors ( )
5. Dealer ( )
6.Advertisment ( )
2. 21-30 ( ) 5. More than 50 ( )
3.31-40 (
Q17. Age? 1. Below 20 ( 4. 41-50 ( )
)
Q18. Sex? 1. Male ( )
2. Female ( )
Q19. Your education qualification? 1. Primary ( )
2. Secondary ( )
3... Graduate ( ) Q20. Your monthly income? 1. Below 10000 ( ) 4.. 30000-40000 ( )
)
4. Post graduate ( )
2. 10000-20000 ( ) 5. More than 40000 ( )
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3. 20000-30000 ( )
References
Marketing research book by Naresh K. Malhotra (fifth edition ) Indian Journal of Marketing july 2009 Indian Journal of Marketing june 2007 Business Today june 2008 nokia.co.in motorola.com Original Structure.htm
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