Abstract: The purpose of that study is to understand the level of brand loyalty in the customers and to know how satisfied the customers are after using the Nokia product. The brand loyalty in the nokia has been has been checked out with the help of a self prepared questionnaire questionnaire in which both open and close ended questions were asked and sample size was about 30.The majority of the respondents expressed their greater level of satisfactions towards the nokia and 80% of the respondents are completely satisfied and are brand loyal in nokia. some suggestions have got as well from the respondents such its high rates, to avail double sim facility are most well known among them. Introduction: Now a days the market has become so dynamic and competitive and a successful company has to keep a close eye on its customers satisfaction to maintain or to improve its status in the market. a company should not only the sale f the product but it should keep its self in touch with the customers even after sold out the product to measure the level of satisfaction because if the customer bring positive words of mouth so it lower come 85% of the expenditures in the company. Nokia is a very well reputed company in all over the world and its essential for him to be aware with the customers wheather they are still brand loyal or not towards the nokia products.So this study has been conducted to know the level of loyalty in the customers.
nokia is a Finnish multinational communications corporation, Nokia has sites for research and development, manufacturing and sales in many continents throughout throughout the world. As of March 2008, Nokia had R&D centers in 10 countries and employed 30,415 people in research and development, representing approximately approximately 27% of Nokia’s total workforce. The Nokia Research Center, founded in Nokia Corporation history.doc1986, is Nokia's industrial research unit of about 800 researchers, engineers and scientists. It has sites in seven countries: Finland, Denmark, Germany, China, Japan, United Kingdom and United States. Besides its NRCs, in 2001 Nokia founded (and owns) INdT – Nokia Institute of Technology, Technology, a R&D institute located in Brazil. Nokia's production facilities are located at Espoo, Oulu and Salo, Finland; Manaus, Brazil; Beijing, Dongguan and Suzhou, China; Fleet, England;
Komárom, Hungary; ChennaiNokia ChennaiNokia Corporation history.docNokia Corporation history.docNokia Corporation Corporation history.doc, India; Reynosa, Mexico; Jucu, Romania and Masan, South Korea. Nokia's Design Department remains in Salo, Finland. Nokia plays a very large role in the economy of Finland: it is by far the largest Finnish company, company , accounting for about a third of the market capitalization of the Helsinki Stock Exchange Exchange (OMX Helsinki) as of 2007; a unique situation for an industrialized country is an important employer in Finland and several small companies have grown into large ones as Nokia's subcontractors. Nokia increased increased Finland's GDP by more than 1.5% in 1999 alone. In 2004 Nokia's share of the Finland's GDP was 3.5% and accounted for almost a quarter of Finland's exports in 2003. In 2006, Nokia generated revenue that for the first time exceeded the state budget of Finland. Finns have ranked Nokia many times as the best Finnish brand and employer. The Nokia brand brand,, valued at $35.9 billion, is listed as the 5th most valuable global brand in Interbrand Interbrand//BusinessWeek BusinessWeek's 's Best Global Brands list of 2008 (1st non-US company). It is the number one brand in Asia (as of 2007) [ and Europe (as of 2008), the 23rd (tied with Exxon Mobil; 2nd in Network Communications, Communications, 5th non-US company),and company),and is the world's 88th largest company in Fortune Global 500 list of 2008, up from 119 of most admirable company worldwide in Fortune Fortune's 's World's Most Admired Companies list of 2008 the previous year. As of 2008, AMR Research ranks Nokia's global world.http://en.wikipedia.org/wiki/Nokia - cite_note-13#cite_note-13 supply chain number two in the world.
http://en.wikipedia.org/wiki/Image:Nokia_ http://en.wikipedia.org/wiki/ Image:Nokia_HQ.jpg HQ.jpg The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo, was constructed between between 1995 and 1997. It is the workplace of more than 1,000 Nokia employees. Nokia Corporation Typ Public – Oyj e
(OMX OMX:: NOK1V NOK1V,, NYSE NYSE:: NOK, FWB FWB:: NOA3)
Founded Founder(s) Headquarters
Nokia,, Finland (1865) Nokia Fredrik Idestam http://en.wikipedia.org/wiki/Image:Flag_of_Finland.svgEspoo,, http://en.wikipedia.org/wiki/Image:Flag_of_Finland.svgEspoo Finland
Area served Worldwide
Kari Kairamo, CEO in the 1980s Key people Olli-Pekka Kallasvuo, Kallasvuo, President & CEO Jorma Ollila, Ollila, Chairman Industry
Telecommunications Internet Computer software
Products
Mobile phones Smartphones Multimedia computers Networks
Services
Services and Software Online services
Market cap
€101.995 101.995 ▲ €
bn (2007)[1]
▲
€51.058 bn (2007)
▲
€7.985 bn (2007)
Net income
▲
€7.205 bn (2007)
Total assets
▲
€37.599 bn (2007)
Total equity
▲
€17.338 bn (2007)
Revenue Operating income
Employees
123,006 as of September 30, 2008[2]
Nokia Siemens Networks Vertu Subsidiaries Navteq Qt Software Website
nokia.com
History
Pre-telecommunications era What is known today as Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of the Tammerkoski rapids in the town of Tampere,, in south-western Finland. The company was later relocated to the Tampere town of Nokia by the Nokianvirta river, which had better resources for hydropower production. That is where the company got the name that it still uses today. The name Nokia originated from the river which flowed through the town. The river itself, Nokianvirta, was named after the old Finnish word originally meaning a dark, furry animal that was locally known as the nokia, or sable,, or later pine marten. sable marten. Finnish Rubber Works established its factories in the beginning of 20th century nearby and began using Nokia as its brand. Shwere merged to form Nokia Corporation in 1967. The new company was involved in many sectors, producing at one time or another paper products, bicycle and car tires tires,, footwear (including Wellington boots), boots ), personal computers, computers, communications communications cables cables,, televisions televisions,, electricity generation machinery, capacitors capacitors,, aluminium aluminium,, etc. Telecommunications era The seeds of the current incarnation of Nokia were planted with the founding of the electronics section of the cable division in the 1960s. In the 1967 fusion, that section was separated into its own division, and began manufacturing telecommunications equipment. First mobile phones
Nokia had been producing commercial and military mobile radio communications technology since the 1960s. Since 1964 Nokia had developed VHF-radio VHF -radio simultaneously with Salora Oy, which later in 1971 also developed the ARP ARP-phone. -phone. In 1979 the merger of these two companies resulted in the establishment of Mobira Oy. Mobira began developing mobile phones for the Nordic Mobile Telephony (NMT) network standard that went online in the 1980s and in 1982 it introduced its first car phone, phone, the Mobira Senator for NMT 450 networks.
http://en.wikipedia.org/wiki/Image:Mobira http://en.wikipedia.org/wiki/ Image:Mobira_Cityman_200.jp _Cityman_200.jpgg The Mobira Cityman 200, Nokia's NMT-900 mobile phone from the early 1990s. Nokia bought Salora Oy in 1984 and now owning 100% of the company, changed the company's telecommunication branch name to Nokia-Mobira Oy. The Mobira Talkman, launched in 1984, was one of the world's first transportable phones. phones. In 1987, Nokia introduced one of the world's first handheld phones, the Mobira Cityman 900. While the Mobira Senator of 1982 had weighed 9.8 kg (22 lb lb)) and the Talkman just under 5 kg (11 lb), the Mobira Cityman weighed only 800 g (28 oz) with the battery and had a price tag of 24,000 Finnish marks (approximately (approximately €4,560). Despite the high price, the first phones were almost snatched from the sales assistants’ hands. Initially, the mobile phone was a " yuppie " yuppie"" product and a status symbol. symbol. In 1988, Jorma Nieminen, resigning from the post of CEO of the mobile phone unit, along with two other employees from the unit, started a notable mobile phone company of their own, Benefon Oy. One year later, Nokia Mobira Oy became Nokia Mobile Phones and in 1991 the first GSM phone was launched.
Nokia Siemens Networks Nokia Siemens Networks (previously Nokia Networks) provides mobile network infrastructure, communications and networks service platforms, as well as professional services to operators and service providers. Networks focuses in: GSM, EDGE, 3G/WCDMA and WiMAX radio access networks; core networks with increasing IP and multiaccess capabilities; and services. At the end of 2005, Nokia Networks had more than 150 mobile network customers in more than 60 countries, with its systems serving in excess of 400 million subscribers. On June 19, 2006 Nokia and Siemens AG announced the companies are to
merge their mobile and fixed-line phone network equipment businesses to create one of the world's largest network firms, called Nokia Siemens Networks.. The Nokia Siemens Networks brand identity was subsequently Networks launched at the 3GSM World Congress in Barcelona in February 2007.
Corporate affairs Corporate governance The control and management of Nokia is divided among the shareholders at a general meeting and the Group Executive Board (left), ] under the direction of the Board of Directors (right). The Chairman and the rest of the Group Executive Board members are appointed by the Board of Directors. Only the Chairman of the Group Executive Board can belong to both, the Board of Directors and the Group Executive Board. The Board of Directors' committees consist of the Audit Committee, the Personnel Committeeand the Corporate Governance and Nomination Committee. The operations of the company are managed within the framework set by the Finnish Companies Act, ] Nokia's Articles of Association and Corporate Governance Guidelines, Guidelines, and related Board of Directors Directors adopted charters. charters. Group Executive Board
e:Flag_of_Finland.svgOlli-Pekka e:Flag_of_Finland.svg Olli-Pekka Kallasvuo (Chairman), (Chairman), b. 1953 d Chairman of Nokia Corporation since June 1, 2006 since May 3, 2007 oup Executive Board member since 1990
e:Flag_of_Finland.svgRobert e:Flag_of_Finland.svg Robert Andersson, b. 1960 e, Strategy and Sourcing d member since 2005
Board o
http://en.wikipedia.org/wiki/I Ollila (Chairman), (Chairman), b. 1950 Board member since 1995, Chairman Chairman of the Board of Directors
http://en.wikipedia.org/wiki/I s.svgDame s.svg Dame Marjorie Scardino
Board member since 2001 Chairman of the Corporate Governan e:Flag_of_the_United_Kingdom.svg//http://en e:Flag_of_the_United_Kingdom.svg http://en.wikipedia.org/ .wikipedia.org/wiki/Image:Fla wiki/Image:Flag_ g_ of the Personnel Committee -Wylie,, b. 1958 -Wylie Chief Executive Officer and membe etworks PLC d member since 2005
e:Flag_of_Finland.svgTimo e:Flag_of_Finland.svg Timo Ihamuotila, b. 1966
http://en.wikipedia.org/wiki/I Ehrnrooth, b. 1940
roup Executive Board member since 2007
Board member since 2000 Member of the Audit Committee, M Nomination Committee
e:Flag_of_the_United_States.svgMary e:Flag_of_the_United_States.svg Mary T. McDowell, b. 1964 ent Officer rd member since 2004
http://en.wikipedia.org/wiki/I Gupte,, b. 1948 Gupte
e:Flag_of_Norway.svgHallstein e:Flag_of_Norway.svg Hallstein Mørk, b. 1953
Board member since 2007 Member of the Audit Committee Non-executive Chairman of the ICIC
es d member since 2004
e:Flag_of_Finland.svgDr. e:Flag_of_Finland.svg Dr. Tero Ojanperä, b. 1966 & Communities d member since 2005
e:Flag_of_Finland.svgNiklas e:Flag_of_Finland.svg Niklas Savander, b. 1962 tware d member since 2006
e:Flag_of_the_United_States.svgRichard e:Flag_of_the_United_States.svg Richard A. Simonson, b. 1958 Officer d member since 2004
e:Flag_of_Finland.svgVeli e:Flag_of_Finland.svg Veli Sundbäck, b. 1946 tions and Responsibility Responsibility d member since 1996
e:Flag_of_Finland.svgAnssi e:Flag_of_Finland.svg Anssi Vanjoki, b. 1956 d member since 1998
e:Flag_of_Finland.svgDr. e:Flag_of_Finland.svg Dr. Kai Öistämö, b. 1964 d member since 2005
http://en.wikipedia.org/wiki/I Bengt Holmström, Holmström, b. 1949 Board member since 1999 Paul A. Samuelson Professor of Econ Technology,, Technology joint appointment at the MIT Sloan
http://en.wikipedia.org/wiki/I Henning Kagermann, Kagermann , b. 1947 Board member since 2007 CEO and Chairman of the Executive
http://en.wikipedia.org/wiki/I Pekka Kallasvuo, Kallasvuo, b. 1953 Board member since 2007 President and CEO of Nokia Corpora
http://en.wikipedia.org/wiki/I Karlsson, b. 1955 Board member since 2002, Independ Chairman of the Personnel Committe and Nomination Committee
http://en.wikipedia.org/wiki/I Siilasmaa,, b. 1966 Siilasmaa Board member since 2008 Member of the Audit Committee
http://en.wikipedia.org/wiki/I Suila, b. 1945 Board member since 2006 Member of the Audit Committee
Corporate culture
http://en.wikipedia.org/wiki/Image:Nokian_ http://en.wikipedia.org/wiki/ Image:Nokian_pp %C3%A4%C3%A4konttori_Keilanieme %C3%A4%C3%A4kontto ri_Keilaniemess%C3%A4.jpg ss%C3%A4.jpg The Nokia House, House, Nokia's head office in Keilaniemi Keilaniemi,, Espoo Espoo,, Finland. Nokia's official corporate culture manifesto, The Nokia Way , emphasises the speed and flexibility of decision-making in a flat, fl at, networked organization,, although the corporation's size necessarily imposes a certain organization amount of bureaucracy bureaucracy.. The official business language of Nokia is English. All documentation is written in English, and is used in official intra-company spoken communication and e-mail. Until May 2007, the Nokia Values were Customer Satisfaction, Satisfaction, Respect Respect,, Achievement,, and Renewal. In May 2007, Nokia redefined its values after Achievement initiating a series of discussions worldwide as to what the new values of the company should be. Based on the employee suggestions, the new values were defined as: Engaging You, Achieving Together, Passion for Innovation and Very Human. Research cooperation with universities •
Helsinki University of Technology Technology,, Finland
•
Massachusetts Massachuse tts Institute of Technology, Technology, United States
•
Stanford University, University, United States
•
Tampere University of Technology, Technology , Finland
•
University of Cambridge, Cambridge, United Kingdom
•
University of Glasgow, Glasgow, United Kingdom
Literature reviews: (1)According to the Bennett Rundle, the empirical tests of two measures
of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs. These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a specific brand. This paper also seeks to determine which of these measures would be more useful for explaining purchasing purchasing behaviour. The results confirm the hypothesis that there is no significant relationship between the two measures in the business services market. This indicates that they are in fact not measures of the same concept but two separate concepts. Aggregating the scores from both measures to form a single score for attitudinal loyalty would reduce richness of explanation for marketing practitioners. In addition, the results suggest that the attitude towards the act of purchasing a brand can be used to explain or predict purchasing behaviour. (2) Rundle Thiele S Mackay expresses in his research article that the results indicate that all eight measures can be considered as indicators of brand loyalty in service markets. Two distinct concepts of loyalty were apparent in the telecommunications market. A third possible concept, termed differentiation loyalty, was also evident in the analysis conducted. This suggests that distinguishing between concepts does matter, specifically in service markets where a decrease in behavioral loyalty results in a customer defection. There is no difference in the performance of brand loyalty measures in service markets when compared with a repeat-purchase repeat-purchase market. (3)Proposes that no company can stay in business unless it has satisfied and loyal customers. Suggests that there is a critical distinction between making making more customers satisfied and making customers more satisfied. Posits that the secret of boosting bottom-line results is in making some of the customers “much more than just satisfied”. Concludes that customer loyalty cannot be measured by customer satisfaction alone and provides key questions for the company to ask when auditing a customer loyalty programme.
Methodology: This research study has based on a self administered questionnaire. The size
of random sample has selected as 30 in which both kind of quantitative and qualitative questions were asked that were in the form of close and open ended. Different useful suggestions and ideas have been conducted as well through open ended question in the questionnaire. And basically this has been developed to understand the brand loyalty in the customers of Nokia and to get the level of satisfaction amoung them. Sample has selected about 30 in which there was no mentioned of age and sex and other requirements of identifications identifications due to unnecessary step.
Hypothesis: Customers are truly satisfied towards the Nokia cell phones. Questionnaire: To conduct the primary data a questionnaire has developed in which just 9 questions were added and a portion of suggestion to get the creative ideas from the respondents, respondents, Questionnaire Topic: Brand loyalty Corporation. Company: Nokia mobile phone Corporation.
1.Your profession? a. student b. employed 2.What cell phone you are using? a. nokia b. Samsung c. motto
d. Sony ericson e. others
3.Have you ever used nokia in case you are using another cell phone? a. yes b. no 4. What makes you to prefer Nokia? a. quality b. affordable price c. stylish d. durability 5. If you have to guide someone someone to buy a cell phone what what that would be?
a. nokia
b. Samsung c. moto d. Sony ericson
e. others
6.Would you yet prefer nokia even its price rises? a. yes b. no 7.Would you prefer it in the coming days? a. yes b. no c. may be 8.Nokia deserve the priority in the market that it has? a. agree b. disagree c. strongly agree d. strongly disagree e. uncertain 9.What grade you would like to give to nokia? a. A b. B c. C
d. D
Any suggestion you think nokia should work on? _________________________________________________________ _________________________________________________________ _________________________________________________________ _____________________________________________
Analysis tools: analysis was made only on the basis of simple computation and percentage of each question;s answer. All options of a question were treated in the form of percentage. A descriptive simple calculations ahs used. Findings: It has been taken out from the analysis of questionnaire that 72.41% are using nokia cell phones,13.79% Samsung,10.34 sony ericson and 10.34 are using moto which means that most of them are using nokia because of high level of satisfaction in the customers. From all respondents only 86.2% of them have used nokia while rest of them haven’t used before but using now. Customers are brand loyal toward nokia cell phone because of its durability very much because 58.62% of respondents prefer nokia due to its durability, 44.82% for good quality and 3.44% for effordable price.
Most of the respondents are purely satisfied with nokia because 82.75% has expressed that they they would guide someone to purchase purchase a nokia cell phone phone and remaining suggested for other phones so majority of the users are getting g etting and have got the desired level of output from nokia cell phones. 68.96% answered yes when they they were asked wheather wheather they would prefer nokia if its prices goes high that is the pure sign of their brand loyality. 79.31% would prefer nokia even in the coming days because they are getting the desired responses from the nokia cell phones. Nokia really deserve the priority in the market that it has now because just 58.62% are agree with that statement,27% strongly agree,10% isagree and 5% strongly disagree with that statement. Nokia is much popular amoung the people spacialy customers so 72% of the respondents are willing to reward A grade to the nokia corporation, corporation, 24% with grade B and 4% with grade c that shows majority of them are just satisfied. Some of the useful ideas and suggestions have been conducted as well in which majorority of them reveals to lowercome the prices because it appears expensive to them and it just targeting the rich families only so high quality product should also be appeared with lower rates to satisfy them. Some of respondents complaints to improve the quality of image and other functions to compete efficiently. Respondents group also reveals that its weight is bit heavy than other cell phones so nokia shoul emphasize on the lightness of the product as well. To launch the double sim facility in the handsets as well because now adays people are using saverals sims so this facility in the nokia handsets would attract them as well.
Conclusion and discussion: It has been concluded that majority of the customers are srtong brand loyal towards the nokia cell phones and 80% of the respondents expressed expressed their strong loyalty towards the noia company products because they have got thge desired satisfaction from noki. Majority of the respondents are in
favor of nokia so they are totaly satisfied with its price , durability, style and other best features. Some useful suggestions also have been collected in which mostly have focused on the nokia cell phones rates and nokia should also bring some lower rate or it should bring down its prices too. Another suggestion include double sim facility in the cell phones of nokia because now adays people are more concern with more than one sim. Nokia has a powerful goodwill in the market and its customers are majorly satisfied with its response so their are some dapartments as well on which nokia should focus on to capture the more shares of the market.
References: (1) Authors: Bennett Rundle A comparison of attitudinal loyalty
measurement approaches approaches Management , Volume 9, Number 3, 1 January Source: The Journal of Brand Management, 2002 , pp. 193-209(17) Publisher: Palgrave Macmillan
Journal of Brand Management (2002) 9, 193-209; doi:10.1057/palgrave.bm.2540069 (2) Authors: Rundle-Thiele S.; Mackay M.M. Assessing the
performance of brand loyalty measures
.
Marketing , Volume 15, Number 7, 2001 , pp. Source: Journal of Services Marketing, 529-546(18) Publisher: Emerald collection Publishing Limited (3) Author: Graham Gould why is that customer Journal: managing service quality . Year 1995, issued 1, volume 5 page 15-19 Publisher: Mcb up ltd
loyalty that counts co unts.
