Minor Project On Customer Perception

Post Graduate Diploma in Management
Session 2013-15

APEEJAY INSTITUTE OF TECHNOLOGY-SCHOOL OF
MANAGEMENT, GREATER NOIDA

Submitted To: Submitted by:
Dr.Amit Upadhyay Abhishek Kumar

&
A
Minor Project
On
Customer Perception Regarding
Nokia & Samsung

Customer Perception Regarding Nokia & Samsung Mobile
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CERTIFICATE
This is to certify that this MINOR PROJECT entitled Customer perception regarding
nokia & samsung. Submitted to Apeejay Institute of Technology, School of
management GREATER NOIDA (U.P) in partial fulfillment of the requirement for the
degree of PGDM, Is as original work carried out by Abhishek Kumar, PGDM-1
st
, Sec
B, Roll no. M2013076 Under my guidance.
The matter embodied in this project is a genuine work done by the student and has not
been submitted whether to this university or to any other university/institute for the
fulfillment of the requirement of any course of student.

Signature of the student Signature of the guide
(Name and Designation)

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DECLARATION

I, Abhishek Kumar, student of PGDM 1
st
Sec-B declare that the Minor
report entitled Customer perception regarding nokia & samsung. is the result of
my own efforts and is based on information collected. Furthermore, the
information presented in this report is correct to the best of my knowledge.

Place: Greater noida
Date: Abhishek kumar

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ACKNOWLEDGEMENT

The research report will be incomplete without acknowledge giving my sincere,
gratitude to all persons who have helped me in the preparation of this
dissertation.

First of all, I thank GOD ALIMIGHTY for the blessings showered on me
throughout this research project work, which has helped me in the successful
completion of the PGDM.

I take this opportunity to extend my sincere gratitude and profound obligation
towards my guidance DR. AMIT UPADHYAY for giving me valuable
suggestions & his inestimable help rendered to me throughout the research
project and all other faculty members for without their encouragement and
continuing support, this research project would not have been possible.

Abhishek Kumar
PGDM (1
st
Trimester)

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Objective of Study

The purpose of research is to discover answers to questions through the
application of the scientific procedures the main aim is to find out the truth
which is hidden and which is not been discovered yet .

Our main objective is to find out the perception of customer in favour of either
Nokia or Samsung in Indian market. Our others objective are:
To find out the Major perception regarding Nokia or Samsung Mobile in
Indian market.
To find out the market share both Nokia & Samsung Mobile
To find out which companys mobile phone more popular in customer at the
market.
The research program is designed to know the customer perception of Nokia
and Samsung Mobile in Indian Market, the work which is being done for this is
described as fallows.
To find out the areas where perception is positive and where is negative;
initially we see that how many areas are positive and how many are negative
responded. Problem faced in the market because they are in the in the direct
contact of consumer and know their liking and disliking in a better way,
Problems and their solution in Indian market; ultimately we have to which
mobile phone is more preferable between customer Nokia or Samsung . These
things could be finding out by doing survey of that particular area.

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Scope of Study

We don't think that the signals in the last two years mean that Nokia lost the
leading role in the mobile market. Probably there is another truth behind it:
Nokia, as a lot of other brands, is still trying to digest the fall down of mobile
forecast. The problem is always the same people talk enough using the mobile
and all the sector needs is something that has real value for customers (business
and consumer) and for corporate and that speeds up market growth. If you see
the numbers, you will see that just Samsung grew in last two years and it cover
whole the market but other hand Nokia fails and Microsoft purchase it. It cant
survive. It couldnt understand the customers need and lost their no. one
position and also lost its identity.

In this report we have analyse that Nokia was having a very great position in
past scenario but present it has no identity it purchases by leading software
company Microsoft. And Samsung become gets no. one position in the market
and customer purchase it more and more and they like it very much. In the
coming years we cant able to forecast the future of Nokia Microsoft but we
know the future of Samsung Mobile is broad.
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LIMITATIONS OF THE RESEARCH

This research was subjected to following limitation:

1. The survey cannot be termed 100% accurate due to lack of time and cost
only 50 users and 2 retailers and whole sellers had been studied. Thus the
scope of study is limited in terms of no. of respondent.

2. The lack of candidness of respondent towards answering the
questionnaire in few cases may have reduced the accuracy of survey to
some extent.

3. Despite the unbiased opinion and efforts the possibility of technical
exceptions cannot be ruled out.

4. The statistical analysis with various automated tools might have
computational errors.

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Introduction

The products and services that an industrial company has to offer are generally
organized around its customers needs in addition to the level of expertise and
production capabilities of the firm. Creating a strategy for product development
is an important and often multifaceted segment of running a successful
enterprise, and it brings together a range of different principles, such as research
and development, marketing, engineering, design, materials, and manufacturing.
In most cases, an industrial product development strategy will depend on two
main goals: keeping the new product or product line within the companys
overall objectives and marketing philosophy, and developing a system for
assessing the performance of an existing product. For evaluating the success of
an existing product, factors such as sales, customer response, profits,
competition, and market acceptance are usually involved.
Product development is usually based upon these criteria, and putting together a
strategy helps to determine which products need to be modified, continued, or
discontinued. In addition, development analysis can set guidelines for new
products to be introduced. When working on product development, it can be
helpful to remember that an industrial product is often more than just a tangible
good, but also a set of technical, economic, legal, and personal relations
between the consumer and the seller. Elements such as price, product
specifications, purchasing contracts, and a customers personal interpretation of
a companys brand and reputation are all significant influences on a products
overall performance.

Customer Perception
Consumers can evaluate a product along several levels. Its basic characteristics
are inherent to the generic version of the product and are defined as the
fundamental advantages it can offer to a customer. Generic products can be
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made distinct by adding value through extra features, such as quality or
performance enhancements. The final level of consumer perception involves
augmented properties, which offer less tangible benefits, such as customer
assistance, maintenance services, training, or appealing payment options. In
terms of competition with other products and companies, consumers greatly
value these added benefits when making a purchasing decision, making it
important for manufacturers to understand the notion of a total package when
marketing to their customers. For example, when manufacturing automotive
parts, a high-performing product will provide the customer base with basic
benefits, while adding spare parts, technical assistance, and skill training will
offer enhanced properties to create a total package with increased appeal to
consumers.

Changing Product Strategies

In industrial product development, a marketing strategy that is flexible and
adaptive to changing market circumstances stands a greater chance of being
effective in the long-term. Products and consumer perceptions are variable, so
changes in strategy may be required to better address customer needs,
technological developments, new laws and regulations, and the overall product
life-cycle. By monitoring external conditions and shifting product development
accordingly, a company can better target its consumers and learn to react to
their needs. The major factors that can necessitate a change in product strategy
include:
Customer Preferences: Fluctuations in the cost of materials, new application
requirements, and changing brand awareness are just a few of things that can
cause consumer needs to change. Keeping close track of customer response to a
product and taking their demands into consideration are important for
maintaining market share.
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Technological Advances: A new technological development can engender a
change in a product line, causing products to need modification in order to
remain competitive or rendering some products obsolete. For example, fiber
optic cables have replaced older cables in certain applications and many
businesses have switched from main frame computers to personal computers.
Being aware of these advances can help a business stay ahead of the curve.
Laws and Regulations: The implementation of new governmental regulations
can cause certain products or manufacturing methods to be restricted, limiting
their consumer appeal. Conversely, new laws can also lend an advantage to
certain business and deregulation can sometimes benefit production standards.
Product development strategies must shift according to the legal landscape.
Product Life-Cycles: To preserve the rate of growth in profit and sales, many
industrial companies decide to alter, discontinue, or replace older products with
newer models or more recent upgrades. These changes are usually made
periodically, allowing existing products that reach maturity or decline to be
phased out or modified, thus retaining their appeal.

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Company Profile

Nokia
As its strap line suggests, Nokia is really good at connecting people. This
Finnish icon is the worlds largest manufacturer of mobile devices and has
around 40% of the global device market. Nokia is very, very successful and, in
2006, generated revenue that for the first time was in excess of Finlands state
budget. Nokia has always used innovation as a key driver for growth: first, by
pioneering GSM and then by reinventing the concept of product personalisation.
These days Nokias challenge is to maintain its position in a world increasingly
converged and dominated by the likes of Google and Microsoft. However,
while these companies have strong brands and interesting plans for the future,
they dont have control over the handset. Nokia is bundling great services with
tailored, user-friendly hardware. With a billion customers and relationships with
hundreds of operators around the world, Nokia may well manage to hold its
place.

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Nokia are the worlds largest manufacturer of mobile phones with around 30%
global market share.
Headquarters are in Kelaniemi in Espoo near to Helsinki. They are
multinational having employers in over 120 countries. They are also found on
the internet at Nokia.com and also on many of the country specific sites.

Nokia Company Building Formed in 1967 by the merger of three other
companies. They went on to make some extremely successful phones like the
Nokia 6700 and more recently the Nokia N8. They made many good phones,
some bad and some really ugly models, you can see some of them here,
in Nokia the good the bad and the ugly. See a more in depth historical analysis
of the

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Samsung
Samsung Telecommunications is one of five business units within Samsung
Electronics, belonging to the Samsung Group, and consists of the Mobile
Communications Division, Telecommunication Systems Division, Computer
Division, MP3 Business Team, Mobile Solution Centre and Telecommunication
R&D Centre. Telecommunication Business produces a full spectrum of
products from mobiles and other mobile devices such asMP3 players
and laptop computers to telecommunication network infrastructure.
Headquarters is located in Suwon, South Korea.

In 2007 Samsung Telecommunication Business reported over 40% growth and
became the second largest mobile device manufacturer in the world
.
Its market
share was 14% in Q4 2007, growing up from 11.3% in Q4 2006. At the end of
November 2011, Samsung sold more than 300 million mobile devices which
was a close second after Nokia with 300.6 million mobile devices sold in the
first three quarter of 2011. As of Q3 2012, Samsung is the largest manufacturer
of devices running Google Android with a 46% market share

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Customer Perception about the Nokia Mobile

The third objective of the study was to assess the consumer perception on the
brand Nokia. The respondents were asked how they would get information
regarding the models of Nokia that were launched into the market. This also
helped to analyse their perception on the brand of Nokia. A significant 40% of
the respondents got new product information over the internet. This is followed
by 30% of the respondents receiving information through television, followed
by 16% through press, news papers, magazines, trade and technical journals etc.
Very few depend on friends, relatives, salesmen and window display to get
information on Nokia.
Nokia has variety of models, which has been a major reason for succession the
global market.
Respondents were asked about the comparative position of other common
brands in the market. Around 37% of the respondents would prefer to buy
Samsung cell phones in case the Nokia product is not available in the shop or
showrooms. This is followed by 26% of the customers choosing Blackberry,
another renowned cell phone. Sony Ericson was next preferred by 21% of the
respondents. Only a small section 16% of respondents prefer to buy other
brands (of China and India) if preferred Nokia models are not available.

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Review of Study
Why Samsung is number one handset/Smartphone vendor: why your
mobile strategy should emulate Samsung
Samsungs supremacy in the mobile business is no accident. In 2012, the South
Korean electronics giant overtook Nokia to claim the number one spot with 23.4
percent of mobile phone market and extended its lead, massively, over Apple in
the Smartphone market taking 30.3 percent, according to IDC, Gartner and .
Samsung also knocked Apple off its perch to become the best-loved
Smartphone vendor in the US-based Brand Keys 2013 Customer Loyalty
Index.
So whats the secret to its success? Samsung is a master at giving consumers
what they want: choice. Samsung offers a mobile phone to suit every
customers requirements, at all price points, on a variety of different operating
systems, while its rivals offer a restricted or in the case of Apple no choice.
All companies that want to engage customers via mobile should emulate
Samsung. In the free-market economy, customers must be allowed to choose
what type of handset they want to use and to engage with companies via the
mobile channel of their choice, be that SMS, mobile Web, email or native app.
Companies have to fit their mobile strategy to suit consumer choice. Companies
that are prescriptive in their mobile engagement, epitomized by companies that
only offer an iPhone or Android app, are pushing all their other customers (both
those that have a different handset and those who simply dont want another app
cluttering up their cell phone) into the welcoming arms of their competitors.
The facts:
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Despite the growing popularity of Smartphones (sales grew 44 percent in
2012, according to IDC), 59 percent of mobile purchasers still bought a
feature phone in 2013.
Despite the meteoric rise of the Android operating system (OS), which is
used in handsets from Samsung, ZTE, HTC and others, 70 percent of
mobile purchasers didnt buy an Android handset in 2013.

Apple might be the number two Smartphone vendor, but 86 percent of
people who purchased a mobile in 2013 didnt buy an iOS/Apple handset.
The outlook:
Smartphone sales are projected to grow worldwide at 17.9 percent per
year between 2012 and 2016. In 2016 Canalys (February 2012) believes
there will be 1.3 billion Smartphones sold in 2016, which is twice the
amount sold in 2012 (see table below). In 2016, Canalys forecasts that
twice as many Smartphones will be sold as feature/basic phones today
feature phones outsell Smartphones.

Smartphone sales growth will be driven mostly by demand in developing
nations, says Canalys. In 2013, 29 percent of Smartphone sales will be in
China, where low-end Smartphones, particularly from local vendors
e.g. Lenovo, Huawei and ZTE are expected to do well.

While Samsung was the top Smartphone vendor in China in Q4, Apple is
struggling to make much of an impact, as the iPhone is too expensive,
says Canalys.

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In 2016, IDC forecasts that Android (project market share in 2016: 64
percent) and iOS (19 percent) will have a similar share of the Smartphone
market as they do today, as will BlackBerry (RIM) (4 percent), but
Windows (11 percent) will overtake BlackBerry to take third place. N.B.
IDCs forecasts preceded the launch of BlackBerry 10, which caused
much media excitement.
Canalys (February 2012) expects Android-powered handsets to take 71
percent of the Smartphone market in 2013, then to gradually decline to 66
percent in 2016.

The wildcards in this game are the new HTML5-friendly operating
systems based on Linux. These give handset manufacturers and operators,
as well as consumers more choice. These OS include Tizen (Samsung,
Intel and supporters), Firefox (Mozilla and supporters) and SailFish
(Jolla and supporters). However IDC, (surprisingly, considering the
growing number of supporting partners), only forecasts a market share of
less that 2 percent for these in 2016.
Samsung the champion of consumer choice
So lets get back to Samsung
Analyzing the products available from the top five handset and Smartphone
manufacturers tells a very interesting story.
In the US alone, Samsung offers 153 different cell phones. Feature phone or
Smartphone? Cheap or expensive? Big or small? Flat-screen or physical
QWERTY keyboard? 4G or 3G? NFC? Bluetooth? WiFi? Flip phone? Rugged
phone? GPS? Whatever the customer wants, within reason, Samsung provides.
It offers Smartphones with a variety of operating systems (OS): Android,
Windows, Bada (a home-grown OS) and there are plans to launch phones based
on Tizen. The idea behind Tizen, supposedly, is to help Samsung reduce its
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reliance on Android.
Aside: Considering its relative OS ambivalence, is it fair to speculate that
Samsung would sell Smartphones based on iOS and BlackBerry 10, if Apple
(unlikely) and BlackBerry (its been speculated) were prepared to license their
proprietary OS?
Compare this to the competition (numbers apply to product availability
in the US expect the Asian manufacturers to offer a wider range of
phones in developing markets and or home markets, such as dual-SIM
handsets):

Nokia (Finland), formerly the top vendor in both handsets and
Smartphones, now No2 and No3 respectively, offers 21
handsets worldwide, including feature phones and Smartphones, but
only 8 handsets in the US. Since Nokia killed Symbian OS (which at the
time was long-time market leader), and then abandoned MeeGo, it now
only offers Smartphones on the Windows platform currently only flat-
screen models.
Point of interest: MeeGo spawned two of the new Linux-based
OS Tizen and Sailfish.

Apple (USA), No3 in handsets, No2 in Smartphones, only offers one
choice or three if you include older models (albeit a popular one):
the iPhone, a touch-screen Smartphone running Apples iOS.

ZTE (China), No4 handset vendor, offers 22 handsets, including feature
phones, Android and Windows Smartphones, options include flat screen
or QWERTY keyboard, various screen sizes, GPS and 3G/4G. The
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Chinese manufacturer plans to launch a Smartphone powered by
Firefox OS at Mobile World Congress this month.

LG (Korea), No5 handset vendor, offers 61 handsets, predominantly
Android Smartphones, in both flat-screen and QWERTY, 3G or 4G, with
a dual-core or quad-core processor.

HTC (Taiwan), No4 Smartphone manufacturer, sells 19 flat-screen
Smartphones, running either Android or Windows.

BlackBerry/RIM (Canada), No5 Smartphone vendor, offers 13
Smartphones, both touch-screen and QWERTY. The new flat-screen
Z10 and QWERTY Q10 the first Smartphones based on the long-
awaited BlackBerry 10 OS are not yet available in the US. The Z10 is
apparently selling well in Canada and the UK. The Q10 isnt on sale
anywhere yet.
Of course theres a lot more to Samsungs success than handset variety. This
includes pricing, marketing, perception and the quality of the product
announcing the Q4 results, Samsung credited much of its year-on-year mobile
growth to sales of its high-end Galaxy Smartphone. But the fact that Samsung
offers so much more choice to consumers than its competitors has to be
significant. Mobi Thinking isnt alone in coming to this conclusion according
to media reports part of the reason for the recent fall in Apples share price is
investor concern at Apples one-Smartphone strategy.

Smartphone market has increased perception of the brand among its traditional
consumer base people who dont even use a Smartphone. The handset
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manufacturer re-launched itself into the Smartphone race in October 2011 with
the Lumia range, but it is people who use basic phones that have reported
hearing more positive buzz about the brand.
This could be good news for Nokia, which is targeting Americans who have yet
to purchase their first Smartphone currently around 50% of US mobile users.
The Lumia Windows Phone is positioning itself as a viable alternative to the
likes of Apple and Android. Nokia phones currently have a small share (3%) of
the Smartphone market, according to a recent study by YouGov Investor
View but this could be because Nokias Windows devices are still relatively
new and gaining ground.
While Nokia has yet to make in-roads in the Smartphone sector, the brand is
used by one in ten feature phone users. Feature phones describe any non-
Smartphone mobile device cell phones without the internet, email and
applications capabilities of Smartphones. Perception of Nokia among this
group is higher than among Smartphone users, and its Buzz score among non-
Smartphone users is currently higher than Samsungs Galaxy. YouGov Brand
Index measures Buzz by asking consumers: Have you heard anything negative
or positive about this brand, either in the news, advertising or by word of
mouth?
Recognizing that it has been all but absent from the Smartphone market, Nokia
made waves in October 2011 with the launch of the Lumia 800 Windows
Phone. Buzz for the brand increased after the launch from a score of 5.8 for
Smartphone users and 5 for non-Smartphone users on October 26, 2011, to 9.6
and 7.1 respectively by January 23, 2012. Since then, perception of Nokia has
declined among Smartphone users even after the Lumia 900 hit US stores on
March 30, 2012. Contrast this with feature phone users, who continue their
upwards trend in perception that began with the Lumia 800 launch back in
October. While there is no guarantee feature phone users will upgrade to a
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Smartphone, Nokia is doing well to keep perception high among this potential
consumer base.

Samsung

For anyone thinking to buy a phone, this is it! Its simply amazing! Dont mind
the number of negative reviews on here. Its feel is superior. Its OS is second to
none. The phones GPRS internet is even faster than 3G of some others. Its
display is amazing, vibrant, what can I say? It has beautiful multi window
technology where you could literally check your emails and watch a YouTube
video at the same time. Every single time you will be amazed about how much
technology has been put into it. For example, when you plug in your
headphones, it suggests a number of apps that could run with your headphones
at once. It has auto brightness to automatically adjust the brightness of the
screen when depending on how much light there is around you. There's a
gorgeous light that keeps on blinking in standby mode when you got mail or a
message. Its big enough to enable you text with two hands for those who big
hands like me. Its thin as hell, charges real quick. Just amazing!!!

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RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on
specific topic. In fact research is an art of scientific topic. Some people consider
research as a movement, a movement from the known to unknown. Research is
an academic activity and as such the term should be used in a technical sense.
Research comprises defining and redefining problems, formulating hypothesis
or suggested solutions ; collecting ,organizing and evaluating data making
deduction and reaching conclusion ; and at last carefully testing the
conclusion to determine whether they fit the formulating hypothesis . social
science define the research as the manipulation of things , concepts or symbol
s for purpose of generalization to extend ,correct or verify the knowledge aids
in construction of theory or in the practice of an art research is thus an
original contribution to existing stock of know ledge making for its
advancement . The systematic approach concerning generalization and the
formulation of the theory is also research.

Defining the Problem:
Quite often we all here that problem half solved. This statement signifies the
need research problem properly is a perquisite for any study and is a step of
highest important. In fact formulation of problem is mire essential than its
solution. In Consumer Perception about NOKIA & SAMSUNG MOBILE are
our main problem is how to know the preference of consumer regarding said
product. A part from this we have it cores the national capital region in a
peoples way in terms of approach.
Objective of research
Our main objective is to find out the perception of customer in favour of either
Nokia or Samsung in Indian market. Our others objective are:

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To find out the Major perception regarding Nokia or Samsung Mobile in
Indian market.
To find out the market share both Nokia & Samsung Mobile
To find out which companys mobile phone more popular among consumer
at the market.

Research design
A research design is the arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to research purpose with
economy in procedure. Here we have used descriptive research design. Since
the aim is to obtain complete and accurate information in the said studies.

The process had to be started from the grass root level and it was very important
to understand the market for these IT products, which is very fast in production,
distribution and consumption.

The entire process was more of a Descriptive Research type and incorporated a
formal study of the specific problems faced by most IT companies an exploring
the opportunities in the untapped market. The survey was conducted on the
basis of NOKIA or SAMSUNGS product preference. The data collected had to
be systematically arranged, analyzed and reported in a form congenial to take
on the spot decisions

The entire set of various segments in the population comprises all the retail
store and outlets each retail store in the sampling frame constitute the sampling
unit in brief we can say overall sampling is based on 50 people.

Sampling design

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A sample design is a definite plan for obtaining a sample from a given
population. If it refers to the technique or the procedure the researcher would
adopt in selecting items for the sample. Sample design may as well lay down
the no of items to be included in the sample. The researcher must prepare the
sample design which should be reliable for research study.

Sampling unit
Decision is taken after concerning the sampling unit, sampling unit may be a
geographical one such as state district village etc or a construction unit such as
house flat or it may be a social unit a club or school. Here selected sampling
unit for study are journal consumer and outlet of NOKIA & SAMSUNG
Mobile.

Size of sample
It refers to the no. of items selected from the universe to constitute a sample.
The size of sample is 50 people of NCR/Delhi.

Collections of primary data
The task of data collection begins after a research problem has been defined and
research plan chalked out. The primary data are those which are collected a
fresh and for the first time and thus happen to be original in character.

We collect the primary data during the course of doing experiments. In given
problem the descriptive research is used so we can obtain primary data either
through observation or through direct communication with respondent or
through personal interviews.

For collecting primary data we used observation method, interview method and
interview through questionnaire.
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Fieldwork
The entire project was divided into three phases and each phase had its
individual significance and supplemented each other.

The four phases into which the project was divided were
1. Retail Tracking
2. Consumer Survey
3. Analysis of finding and observations

Data Sources
BUSINESS STANDARD
ECONOMIC TIMES
BUSINESS & ECONOMY
BUSINESS TODAY
www.wikipedia.com
www.nokia.com
http://www.authorstream.com
www.slideshare.com
Questionnaire

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DATA
PRESENTATION

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DATA PRESENTATION

Competitive Analysis On the basis of the Questionnaire

Educational Qualification
10
th
or below 10+2 or below Graduate
Post Graduate and above Others (please specify

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1. Do you know about Nokia & Samsung mobile?
Yes No.

Yes No
10 0

0
2
4
6
8
10
10
0
Yes
No
Source: Interview of respondents through questionnaire

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2. Which one mobile do you have?
Nokia Samsung Other
Nokia 1
Samsung 8
Other 1

1
8
1
NOKIA
SAMSUNG
OTHER
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3. Which mobile will you prefer?
Nokia Samsung Other
Nokia 0
Samsung 10
Other 0

0
2
4
6
8
10
NOKIA SAMSUNG OTHER
0
10
0
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4. a) Would you like to try mobile items launched by both of them?
Yes No
b) If yes, which mobile do you really most to try new product?
Nokia Samsung
c) If no, why dont you try mobile items launched by both of them?
Reasons.............................................................................................................
....................................................................................................
Yes No
10 0

Nokia Samsung
1 9

0
2
4
6
8
10
10
0
Yes
No
0
2
4
6
8
10
1
9
NOKIA
SAMSUNG
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5. Through which media you are getting information about these two?
T.V. Newspaper Pamphlets All

T.V. 4
Newspaper 1
Pamphlets 0
All 6

4
1
0
6
T.V.
NEWSPAPER
PAMPHLETS
ALL
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6. Which is considered as a symbol of status?
Nokia Samsung Both
Nokia 0
Samsung 4
Both 6

0
4
6
Sales
NOKIA
SAMSUNG
BOTH
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7. Which marketing strategies are adopted by mobile companies?
Coupons Discount Free alliance Others

Coupons 0
Discount 4
Free alliance 0
Others 6

0%
20%
40%
60%
80%
100%
0
4
0
6
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8. Do you think these strategies are helpful in attracting more customers?
Yes No
9. If no, what else can be done to attract new or retain existing customer?

Yes No
9 1

9
1
YES
NO
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10. What are your main issues with both companies products?
Hard to find in most stores Price
Lack of choice/variety Hard to find products easily

Hard to find in most stores 1
Price 6
Lack of choice/variety 3
Hard to find products easily 0

0
1
2
3
4
5
6
1
6
3
0
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11. Which of the following influences your purchasing decisions more?
Price Appearance
Texture Other

Price 2
Appearance 6
Texture 1
Other 1

2
6
1
1
PRICE
APPEARANCE
TEXTURE
OTHER
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12. Which one provide best quality product?
Nokia Samsung

Samsung Nokia
10 0

0
2
4
6
8
10
SAMSUNG
NOKIA
10
0
P a g e | 41

13. Which mobile Product provides more satisfaction?
Nokia Samsung Other

Nokia 2
Samsung 8
Other 0

2
8
0
NOKIA
SAMSUNG
OTHER
P a g e | 42

14. Which one provides best service after sales?
Nokia Samsung

Nokia Samsung
4 6

0
1
2
3
4
5
6
4
6
NOKIA
SAMSUNG
P a g e | 43

Analysis of Data

In this research work we find out that Samsung catch whole the market in
comparison with Nokia. Samsung attracts customer more by their marketing
strategies, promotion offer etc. On other hand Nokia also attracts customer by
their design and easy to use. But it cant understand the customers need and
lost his status.

Market leaders
A paradoxical situation prevails in the fledgling cellular mobile services industry in
India. On the one hand, the service providers have collectively brushed aside negative
growth of the past two-three years and are quite gung-ho about prospects. Their
combined subscriber base has crossed the 2.5 million mark last month and despite
threat of local competition from government-controlled players like MTNL, these
service providers are a happy lot. One would automatically expect the handset
providers to be on Cloud Nine. Things could not have been better for these global
players as an Indian competition is yet to emerge in their territory and every time a
mobile service provider lands a customer, they should benefit too. Curiously, the
euphoria seems to have bypassed them!

Be it the rugged Motorola, the sleek Nokia, the sturdy Siemens or the highly
sophisticated Ericsson, a pall of gloom seems to have enveloped all these giants in
the competitive mobile handset industry. Make no mistake. It is the large and unruly
grey market that has wiped away the smile from their faces at a time when the
cellular service industry has already gotten on to the high growth expressway. Says
Ranjitjeev Singh, Director (Consumer Products) at Ericsson India Limited: "Indian
subsidiaries of the global cellular handset brands are finding it difficult to improve
their sales. We have no real estimate of the grey market and are in no position to plan
ahead because of this."
P a g e | 44

He is dead right. It is almost impossible to measure the share that the grey market
takes way from the cellular handset makers. Singh hazards a safe guess to peg it
anywhere in the region of 65 to 70%. Naturally the Indian subsidiaries of Ericsson,
Nokia, Motorola and a host of other manufacturers are left scrambling for a nibble
of the already shrunken cake. The overbearing presence of the grey market has
another interesting facet. It has unleashed a price war where, at the end of the day, the
losers and the gainers are one and the same company. Sounds illogical, isnt it?

Well, if one were to be aware of the skewed import policies that the government puts
in place, one wouldnt be surprised at the above statement. Currently, the price was is
not between rival brands, but between Ericsson and Ericsson, Nokia and Nokia,
Motorola and Motorola, Siemens and Siemens and Samsung and Samsung. While the
Indian subsidiaries of these transnational companies watch helplessly, their parents
make hay on the strength of highly competitive pricing which is, as compared to the
products available through the Indian subsidiaries, at least 30 per cent cheaper, says
Ajay Sachdev, Head of Marketing, Motorola India Ltd.

The plain fact behind the price differential is that while Indian subsidiaries are
subjected to an accumulated import duty of 26-28 per cent, hiking the price of
handsets in that proportion, their parents are exempt. The mobile handsets from
foreign shores are smuggled into the country by grey market operators. The impact
of this grey market operation is huge. Frustration has come to stay for the Indian
managers of these global brands. Queries about the current scenario solicit the
predictable volley of accusations against the government's import policy. By imposing
a high import duty whom is the government protecting? The handsets are neither
manufactured nor assembled in India.

In fact, government is caught in its own web. Since high tariff level has resulted in
large scale smuggling of handsets, the government loses almost 70 per cent of the
revenue it would have collected. By a logical extension, a lower tariff would not
only enable the Indian companies combat the grey market, it would also increase
P a g e | 45

revenues. The recent 5% reduction in basic import duty on handsets is indicative that
realization has dawned. However, in the current market matrix this tariff cut remains
a futile exercise as the grey market continues to be cheaper by almost 30%.

P a g e | 46

FINDINGS OF STUDY

Position of Nokia Brand in consumers mind
The world of parity has hit the mobile phone market just as it has many other
technology product categories. The products range from the simple to the complex,
but every manufacturer offers, of course, the latest features. Leapfrogging in sales
between brands frequently occurs based on design. But overall the market is
predictable, with Nokia, Motorola, and Ericsson fighting it out at the top and several
less successful brands like Samsung, Philips, Siemens and Panasonic trying hard to
make inroads into their top competitors' market share. So what makes the difference
between the most successful and less successful brands? It certainly is not what
product features are offered. How, then, do consumers choose? The answer seems to
be what the brand names mean to them. Nokia Group the Finland-based manufacturer
of mobile phones, has been steadily working on its corporate brand name and the
management of consumer perceptions over the last few years. Its efforts have paid off,
because it is now the number one brand in many markets around the world, effectively
dislodging Motorola from that position. The brand has been built using the principles
described above, and has been consistently well managed across all markets. Nokia
has succeeded in lending personality to its products, without even giving them names.
In other words, it has not created any sub-brands but has concentrated on the corporate
brand, giving individual products a generic brand personality. Only numeric
descriptors are used for the products, which do not even appear on the product they.
Such is the strength of the corporate brand. Nokia has succeeded where other big
brand names have so far failed, chiefly by putting across the human face technology-
taking and dominating the emotional high ground. It has done so in the following way.

Nokia Brand Image
Nokia has detailed many personality characteristics for its brand, but employees do
not have to remember every characteristic. They do, however, have to remember the
overall impression of the list of attributes, as you would when thinking about someone

P a g e | 47

you have met. As the focus is on customer relationships, the Nokia personality is like
a trusted friend. Building friendship and trust is at the heart of the Nokia brand. And
the human dimension created by the brand personality carries over into the positioning
strategy for the brand.

P a g e | 48

RECOMMENDATIONS

1. Company should invest money on advertising through media, Internet and
personal selling to promote the products, to increase awareness in the market.
2. Holdings on outlets and publication in the prominent magazines help in
increasing its awareness among the consumer to evoke the demand of their
brand.
3. Policy of replacing problem arising sets should be done timely and the retailer
should be accommodated immediately.
4. More attention and concern should be given to the highest selling outlets of
NOKIA and the chain should reach to the consumer as well.
5. Allurement and discount schemes should be given to the highest selling outlets
of NOKIA and the chain should reach to the consumer as well.
6. More glow sign and broad should be installed.
7. Contests sweep stakes and games should be arranged on regular basis for the
consumer involving incentives and prizes.
8. The sales executive should go to each outlet of their route once in a week and
try to cover outlet that are in a distributor network.
9. The net and free sample scheme should be the same for net every retailers by
the company.
10. Some credit facilities should be given to good sales providing outlets.
11. The company should try to influence the wholesalers of NOKIA in the city
offering more profitable scheme and confidence building measures. In
metropolitan areas.
12. Company should make proper schedule or particular days for hearing the
complaints of their customer and retailers.
13. No of outlets and service centers should be open.

P a g e | 49

CONCLUSION
As per the research work done by us, we conclude that Cell phone industry is growing with a
very great pace and has a very remarkable prospect in future. Nokia is leading player in the
cellular industry and is very much ahead from its competitors like LG, Samsung, Panasonic,
and Sony who are still trying to compete with it. In any markets there are market leaders and
followers, and in most cases market leaders lose market share to followers, for many reasons
such as pricing, availability, "user-friendliness", relevance to the target audience etc. It's
inevitable. Can Nokia be beaten? On one hand, it is up to Nokia's marketing department, and
its agencies. So far the brand has established itself well in many markets, and consumers have
identified with what the brand has to offer. But that does not mean they cannot lose the brand
battle. To remain at the front of the pack, one must constantly be innovative, the minute you
lose that edge competitors will definitely overtake. On the other hand it also depends on the
competitors. How far are they willing to stretch? Are they willing to take Nokia head-on?
How? What will the outcome be? For the same reason that Nokia has managed to gain market
share and be ranked number 6 in the Global Brand Scoreboard, certainly someone else can do
the same?
Nokia is a very creative designer. How could it be beat if the creator is so creative -- unless
the competitors could find Nokia threats and weaknesses In market, it can be seen that most
of the young generation, even the medium-age people, like to use Nokia as it is user-friendly,
with a lot of features that the young generation likes. But in the future we could not think of
Nokia's performance as IT is unpredictable. If we could predict 100% of what will happen,
then there will be no challenges in the future. Can Nokia be beat? This is a good question that
could not be answered precisely. It only depends on what humans think of and what they
expect. In short it looks very difficult for every competitor to get the same position which
Nokia is currently prevailing with in the market so it is concluded that it will be hard to defeat
Nokia at present and in near future in terms of market share.

P a g e | 50

BIBLIOGRAPHY
NEWSPAPERS :-
BUSINESS STANDARD
ECONOMIC TIMES
MAGAZINES :-
BUSINESS & ECONOMY
BUSINESS TODAY

WEBSITES :-
www.google.com
www.nokia.com
www.comparetheproduct.com
www.slideshare.com
www.authorstream.com
www.wikipedia.com

P a g e | 51

Questionnaire
Dear Sir/Mam
I am the student of Apeejay Institute of Technology- School of
Management, Greater Noida and presently doing a project on
Customer Perception Regarding Nokia & Samsung. I request you to
kindly fill the questionnaire below and assure you that the data generated shall
be kept confidential.

Name : :

Gender : M F

DOB: :

Mob. No.: :

Address : :

Educational Qualification
10
th
or below 10+2 or below Graduate
Post Graduate and above Others (please specify)

15. Do you know about Nokia & Samsung mobile?
Yes No.

16. Which one mobile do you have?
Nokia Samsung Other

17. Which mobile will you prefer?
Nokia Samsung Other

D D M M Y Y Y Y

P a g e | 52

18. Why do you prefer Nokia or Samsung? Rank them from 1 to 5 & 1 being
the highest score and best rank?
Parameters
Nokia Samsung
Price
Design
Touch screen
Camera Quality
Apps Variety
Easy to Use

19. Are you satisfied with the facilities provided by these Mobile stores?
If yes, which one do you prefer most (Tick)
Parameters
Nokia Samsung
Service quality
Beyond reach
Expensive
Availability
Add ons

20. a) Would you like to try mobile items launched by both of them?
Yes No

b) If yes, which mobile do you really most to try new product?
Nokia Samsung

c) If no, why dont you try mobile items launched by both of them?
Reasons.............................................................................................................
....................................................................................................

21. Through which media you are getting information about these two?
T.V. Newspaper Pamphlets All

22. Which is considered as a symbol of status?
Nokia Samsung Both

P a g e | 53

23. Which marketing strategies are adopted by mobile companies?
Coupons Discount Free alliance Others

24. Do you think these strategies are helpful in attracting more customers?
Yes No

25. If no, what else can be done to attract new or retain existing customer?
.......
...

26. What are your main issues with both companies products?
Hard to find in most stores Price
Lack of choice/variety Hard to find products easily

27. Which of the following influences your purchasing decisions more?
Price Appearance
Texture Other

28. Which one provide best quality product?
Nokia Samsung

29. Which mobile Product provides more satisfaction?
Nokia Samsung Other

30. Which one provides best service after sales?
Nokia Samsung

31. If you have any suggestions then please mention below.
...........................................................................................................

Date: Signature of the Respondent

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