Professional Documents
Culture Documents
2K9
Submitted By:-
Mayank Malhi
MBA-303-2K9
With profound sense of regard and gratitude, I thank my project guide Mrs. Jyotsna
Chawla for her invaluable guidance, incessant interest and constructive suggestions
during the course of study. The completion of the project wouldn’t have been possible
without her zeal and interest throughout the task, right from the beginning. I thank her for
sharing her valuable and immense knowledge and timely help, which made this, project a
reality.
And I also thank the various respondents who spent their valuable time in filling the
respective questionnaire and without their valuable support, the project would have
remained a dream.
Finally I would like to thank our near and dear friends who have been a constant source
of inspiration and support in the course of the relentless work of our project.
Mayank Malhi
MBA-303-2K9
PREFACE
The wide ambit of the project, which is the internal part of the PGDM course guaranteed
us extensive exposure to various concept of GSM, Flip and other camera and video
technologies among other things. Apart from these technical and non-technical aspect, we
learnt the important skills of Formal Interaction, Process Driven skills, work ethics and
responsibility.
During the course of Project we have tried to use and apply the academic knowledge to
gain a valuable insight with all its environmental operational complexities. The said
Project offered a valuable opportunity to us to meet the academic knowledge and
transform it into practical one.
We undertook the said project with the survey which aims at studying and analyzing the
current market scenario of mobiles, requirements of the customers about the features and
its pros and cons, future needs of various mobile companies.
In the report we have put our best efforts to compile the data to the highest level of
accuracy and give my views to best of my judgment.
EXECUTIVE SUMMARY
Though mobiles have become an integral part of the society for various reasons including
safety, connectivity, fun, etc a lot of people still use it as a sign of status. Therefore
mobiles could be marketed and sold for various segments meaning thereby that even
though the telecom industry is on a high there is still a lot of scope.
Any mobile manufacturer on studying a report of this kind should be able to relate to his
ideas of targeting the right population for the right handset. There is a good scope for new
entrants in this circle as the service provided by the existing players are not up to the
mark and subscribers want to try out new ones provided they stand up to the customers
expectations. MMS and Bluetooth functions are fast becoming popular with the mobile
users. In fact these are becoming a criterion for choosing a mobile handset
INTRODUCTION
No doubt, India is one of the largest and fastest growing mobile handset markets in the
world. At least five mobile handset companies have announced plans to set up
manufacturing bases herein India.
The gray market in India is huge. But, it is fast declining with much of the gray market
catering to the lower income group of the population such as taxi drivers and plumbers.
Gray market accounts for over 60% of the handset market in India.
Not only this, repairing devices is preferred to replacing them. Hence, the market also
thrives for duplicate spares for mobile phones and also for any electronic parts for that
matter. It is quite common for people here in India to buy a standard duplicate Nokia
phone charger for just Rs. 30/- here in India. ($0.71)
Mobile Handset Replacement cycles average between 24 to 36 months. A once
flourishing handset “gray” market is on the decline now in India, due to a reduction in
duties and taxes. A customs tariff was lowered in January'2004 from 10% to 5%, and a
Special Additional Duty (SAD) of 4% was abolished at the same time. Further tax
benefits are expected as the market matures more.
Definitely, the margins would come down for handset resellers as these handsets are
locally manufactured here in India. But, a vast untapped market of nearly 70 % of India's
population (India's rural sector) coupled with one of the world's cheapest mobile call
charge rates here in India which, is still expected to further go down, mobile handset
resellers will not have much to lose.
Industry sources, though, view the market to be at its nascent stage, many large EMS
(Electronic Manufacturing Services) companies are seriously considering setting up their
handset facilities in India. Not surprisingly, phone vendors would prefer to source the
lowest-cost phones available and these come from contract manufacturers elsewhere in
Asia. Opportunities are largely looming for mobile bigwigs like Micromax, BenQ,
Elcoteq, and Alcatel quibbled over licenses; now, they are fighting over spectrum.
The market research report "Indian Mobile Handset Market (2005)" published by
RNCOS examines ongoing market trends responsible for the escalating demand for
mobile handsets and value-added services in India. The report investigates and assesses
the growth factors contributing to mobile handset market and includes wide coverage of
important issues and policies concerning development of Indian mobile
telecommunication industry. With statistics including current market share data, leading
players and manufacturers’ profiles, and mobile subscriber predictions for 2010, the
report covers the key aspects of the scenario in the Indian market for the mobile industry.
Special emphasis is given to emerging trends in the market. This market research report
also gives a complete analysis of India’s mobile market for in-depth insights into mobile
subscribers base, mobile tariffs, usage patterns, and potential for value added services.
NOKIA
The roots of Nokia go back to the year 1865 with the establishment of a forest industry
enterprise in South-Western Finland by mining engineer Fredrik Idestam. Elsewhere, the
year 1898 witnessed the foundation of Finnish Rubber Works Ltd, and in 1912 Finnish
Cable Works began operations. Gradually, the ownership of these two companies and
Nokia began to shift into hands of just a few owners. Finally in 1967 the three
companieswere merged to form Nokia Corporation.
At the beginning of the 1980s, Nokia strengthened its position in the telecommunications
and consumer electronics markets through the acquisitions of Mobira, Salora, Televa and
Luxor of Sweden. In 1987, Nokia acquired the consumer electronics operations and part
of the component business of the German Standard Elektrik Lorenz, as well as the French
consumer electronics company Oceanic. In 1987, Nokia also purchased the Swiss cable
machinery company Maillefer.
In the late 1980s, Nokia became the largest Scandinavian information technology
company through the acquisition of Ericsson's data systems division. In 1989, Nokia
conducted a significant expansion of its cable industry into Continental Europe by
acquiring the Dutch cable company NKF.
Since the beginning of the 1990's, Nokia has concentrated on its core business,
telecommunications, by divesting its information technology and basic industry
operations.
HANDSETS
SAMSUNG INDIA
Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US$55.2
billion recognized as one of the fastest growing brands. It has been operating in India
since 1995. Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, digital media and digital convergence technologies. Employing
approximately 123,000 people in 93 offices in 48 countries, the company consists of five
main business units: Digital Appliance Business, Digital Media Business, LCD Business,
Semiconductor Business and Telecommunication Network Business. Samsung
Electronics is a leading provider of high tech Consumer Electronics, Home Appliance, IT
and Telecom Products in the country. It is the world's largest producer of color monitors,
colorTVs, memory chips and TFT-LCDs.
In its tenure of over 10 years in the country, Samsung India has set up manufacturing
facilities for Colour Televisions, Microwave Ovens, Washing machines, Airconditioners,
Colour Monitors and more recently, Refrigerators in the country. All the facilities are
located at its Manufacturing Complex at Noida, Uttar Pradesh. The Company set up a
Software Technology Park for Digital Visual Display Products at Noida in the year 2002.
In the year 2004, Samsung India has been made the Regional Headquarters for Samsung
operations in South West Asia.
SAMSUNG HANDSETS
SONY ERICSSON
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Ericsson AB, was
established in October 2001. Their mission is to establish Sony Ericsson as the most
attractive and innovative global brand in the mobile handset industry. Sony Ericsson's
press resources section contains recent press releases, the press release archive and the
photo library with images of mobile phones and accessories .
HANDSETS
MOTOROLA
Motorola is a Fortune 100 global communications leader that provides seamless mobility
products and solutions across broadband, embedded systems and wireless networks.
Seamless mobility means you can reach the people, things and information you need in
your home, auto, workplace and all spaces in between. Seamless mobility harnesses the
power of technology convergence and enables smarter, faster, cost-effective and flexible
communication. Motorola had sales of US $31.3 billion in 2004.
LG MOBILES
The company has achieved a turnover of Rs 6500 crore in 2004 and aims to touch a
turnover of 10 Billion US Dollars by 2010 and commands an enviable position in the
GSM mobile phone market. It has already started manufacturing of GSM phones in its
plant at Pune.
Micromax Mobile
Research is the systematic and objective search for the analysis of the information
relevant to the identification and solution of any problem in the field of channel
The objective behind this project was to get a deep insight into the answers to the
questions “what are the brand preferences of the consumers and what they expect from
mobile handsets providers and study of current mobile market”. The object of the survey
was the mobile users of various mobile companies.
RESEARCH OBJECTIVES
MAIN OBJECTIVE
SUB OBJECTIVES
o To identify the key buying factors which are used in hiring the telecom
services.
Methodology Used
The data was collected through both the primary as well as secondary sources. The
primary source of the data is the users of various mobile handset users. The sources of
secondary data are the websites and company catalogues.
The Research Design
4. Selection of data collection techniques: For this research the data was to be
collected was of primary as well as secondary nature. The source of primary data
was the user of various mobile companies. Thus the data collection was done
through a survey by using questionnaire technique. This consisted of an interview
and questionnaire. The questionnaire contained the questions relating hiring and
uses of different mobile handsets.
7. Analysis and interpretation: Data which has been obtained are seldom
useful to anyone, if it is not analyzed and interpreted in order, the breaking down
of constituent parts and the manipulating of the data and to obtain answer to the
research questions. Interpretations involve taking the result of analysis, making
inferences relevant to the research relationship studied and drawing conclusions
about these relationships.
1. Type of Universe: The first step in developing any sample design is to clearly
define the set of objects, technically called the Universe, to be studied. Universe
can be infinite or finite. In the research the universe taken was the finite i.e. the
users of various mobile companies.
6. Time and Budgetary Constraints: Cost and time consideration from practical
point of view, have major impact upon decision relating to not only size but also
to the type of sample.
7. Sampling procedure: Finally, the researcher must decide the type of sample
he will use i.e., he must decide about the technique to be used in selecting the
item for the sample. In fact the technique or procedure stands for the sample
design itself. In this research study probability or random sampling is used.
Tools for data collection
The task of the data collection begins after research problem has been defined and
research design/plan chalked out. While deciding about the method of the data collection
to be used for study, the researcher should keep in mind two types of data primary and
secondary.
1. Sources of Data:
b) Secondary Data: Secondary data means data that are already available i.e. they
refer to the data which have already been collected by someone else. The sources
of secondary data in this project were the websites of various mobile providers,
catalogues of various mobiles, internet etc.
The survey method was used for this research project. A general survey was
conducted to gather the required data.
Questionnaire was used to collect the data from the users of various mobile handsets.
Personal visit method is used for this research project. The respondents were the
users of various mobiles. These respondents were approached and requested to
give their opinion on the mobile handsets providers by answering in the
questionnaire.
1. The survey cannot be termed 100% accurate due to lack of time and cost and only
300 users and 50 retailers and whole sellers had been studied. Thus the scope of
study is limited in terms of no. of respondent.
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.
FINDINGS AND ANALYSIS
Mostly people are attracted towards Nokia and Samsung mobiles due to good
reputation.
Handset Dimensions (w×h×d) and excellent Build Quality are the perfect
consideration in Nokia & Samsung Mobiles when buying a cell phone.
Ergonomics is very helpful to understand the interface in these mobiles and it also
makes customers.
One feature that most of the users probably prefer more than anything else is light
weight of these handsets.
Analysis Of Individual Questions
The research study shows Nokia to be the current market leader in GSM section with a
whopping 40.3% market share. Next comes Samsung with 24.8%, which is again a
significant market share. LG, Panasonic, Motorola, Sony Ericsson, others hold 9.5%,
3.0%, 5.5%, 9.5%, 7.5% market share respectively.
Q2) Who was the main influencer while purchasing the mobile phone?
Cumulative
Frequency Percent Valid Percent Percent
Valid Own decision 172 43.0 43.0 43.0
Friends and relatives 110 27.5 27.5 70.5
sales executive of
51 12.8 12.8 83.3
the showroom
Television/Print ads 53 13.3 13.3 96.5
any other 14 3.5 3.5 100.0
Total 400 100.0 100.0
43% of the respondents said that it was their own decision to purchase their handset,
while 27.5% of the respondents were influenced by their friends and relatives to purchase
that handset. Sales executive of the showroom, television could influence only 12.8%,
13.3% respectively. Other factors such as gifts could account for only 3.5% of the sales.
Q3) Rank the following brands in order of your preference _NOKIA
44% of the respondents opted for Nokia to be their most preferred brand while 4.3 % of
them rated Nokia to be their least preferred brand
Rank the following brands in order of your preference _SAMSUNG
30% of the respondents opted for Samsung to be their most preferred brand while 1.5 %
of them rated Samsung to be their least preferred brand.
Rank the following brands in order of your preference _LG
3.3% of the respondents opted for LG to be their most preferred brand while 14% of them
rated it be their least preferred brand.
Rank the following brands in order of your preference _PANASONIC
2.3% of the respondents opted for Panasonic to be their most preferred brand while
36.3% of them rated it to be their least preferred brand.
Rank the following brands in order of your preference _MOTOROLA
8.3% of the respondents opted for Motorola to be their most preferred brand while 21.3%
of them rated it to be their least preferred brand.
11.5% of the respondents opted for Sony Ericsson to be their most preferred brand while
22.3% of them rated it to be their least preferred brand.
Q4) What is your main reason for having a mobile phone? _Just making and
receiving calls
A whopping 68.3% of the respondents says that making and receiving calls is the main
reason for them for having a mobile phone while a mere 2% of the respondents voted it to
be least likely.
What is your main reason for having a mobile phone?_It's a status symbol
Having a mobile phone is a status symbol for almost 37.3% of the respondents while 18%
of them do not consider it as a status symbol. The rest of them are somewhat confused
and their responses are shown by the above table and pie chart.
What is your main reason for having a mobile phone? _Inclined towards sms and
other features like camera, fm, etc.
Frequenc Valid Cumulative
y Percent Percent Percent
Valid least
44 11.0 11.0 11.0
likely
somewhat
34 8.5 8.5 19.5
likely
more
72 18.0 18.0 37.5
likely
very
72 18.0 18.0 55.5
likely
most
178 44.5 44.5 100.0
likely
Total 400 100.0 100.0
44.5% of the respondents also say that the reason for their keeping the mobile that they
are inclined towards sms, camera, radio, etc, while 11% of them are least affected by
such features.
What is your main reason for having a mobile phone?_A combination of all or some
of the above reasons
51% of the respondents say that a combination of all or some of the above mentioned
factors is their reason to have the mobile phone, while 5.8% of them are not affected by
such factors.
Descriptive Statistics
N Sum Mean
What is your main
reason for having a
mobile phone?_Just 400 1807 4.52
making and receiving
calls
What is your main
reason for having a
400 1434 3.58
mobile phone?_It's a
status symbol
What is your main
reason for having a
mobile phone?
400 1506 3.76
_Inclined towards sms
and other features like
camera, fm, etc.
What is your main
reason for having a
mobile phone?_A
400 1672 4.18
combination of all or
some of the above
reasons
Valid N (list wise) 400
The above table shows the means of responses for all the four options. Thus Just making
and receiving calls scores 4.52 on a scale of 1-5 ( 5-most likely), thereby showing that it
is one the most important reason to own a handset. Then mobile phone being a status
symbol could score only a mean of 3.58 thereby exposing the naked psyche of the Indian
Consumers. Similarly, having a mobile for other features as sms, camera, fm, etc could
score only 3.76 thus showing that its not the main reason of having a mobile. A
combination of all the above reasons scores a good 4.18 mean thus showing the
inclination of the consumers towards all the above reasons.
Q5) Rate the following factors on the basis of your level of satisfaction and
experience with your mobile regarding the following items_ Overall Quality
The research study shows that 55.8% of the respondents are very satisfied with the
overall quality of their mobile phones, 28.8% are just satisfied while a mere 0.8% are
very unsatisfied with it.
Rate the following factors on the basis of your level of satisfaction and experience
with your mobile regarding the following items_Utility Value
The research study shows that 59% of the respondents are very satisfied with the utility
value of their mobile phones, 31.5% are just satisfied while a mere 5.3% are unsatisfied
with it.
Rate the following factors on the basis of your level of satisfaction and experience
with your mobile regarding the following items_Usage Experience
The research study shows that 55.3% of the respondents are very satisfied with the usage
experience of their mobile phones, 31% are just satisfied while a mere 0.8% are very
unsatisfied with it. There is a significant 1.5% of the respondents who have opted for Not
Applicable in this case.
Rate the following factors on the basis of your level of satisfaction and experience
with your mobile regarding the following items_After Sales Service
The research study shows that 42.5% of the respondents are very satisfied with the after
sales service of their mobile phones, 14.5% are just satisfied while a 3.8% are either
unsatisfied or very unsatisfied with it. Here also 27.5% have opted for NA which means
they have never availed after sales service.
very
unsatisfied
unsatisfied
neutral
Very satisfied
Extremely
satisfied
Overall, 43% of the respondents are extremely satisfied and 43% very satisfied with their
mobile phones. So the level of satisfaction of the mobile users is very appreciating,
thereby signifying the good quality of mobile phones available in the market. But there is
still 1.3 and 8% of the respondents who are very unsatisfied and unsatisfied with it.
definitely
Probably
Probably
Not
Definitely
Not
23.5% of the respondents are definitely going to buy a new handset in the near future,
thus presenting a major growth opportunity for the mobile phone manufacturing
companies. Also there is 32.3% of them who are not so sure for buying a newer handset,
but some efforts on the side of mobile companies can turn them into definitely buying a
newer handset.
Q8) Does your purchase decision for a specific handset get affected when the
company comes out with contests, competitions or promotions?
42.5% of the respondents agree that their decision to purchase a specific handset gets
influenced when the company comes out with contests, competitions or promotions. So
the mobile companies should need to focus more on this aspect and try to take advantage
of the naked psyche of the consumers. Also there is 36% of them who are not affected
when companies comes out with such schemes.
The research study shows that 25% of the respondents prefer to buy a newer handset
from a shopping mall, 39% prefers from exclusive showrooms. Also there are a
significant 28% of them who will be buying it from grey markets thus telling about their
liking for unbilled mobiles.
Q11) Rate the following attributes of your preferred new mobile instrument on a
scale 1-7 as per their significance to you_Ease of usage
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Very Easy 308 77.0 77.0 77.0
Easy 66 16.5 16.5 93.5
Somewhat
14 3.5 3.5 97.0
Easy
Neutral 7 1.8 1.8 98.8
Somewhat
4 1.0 1.0 99.8
Difficult
Difficult 1 .3 .3 100.0
Total 400 100.0 100.0
77% of the respondents want their preferred new mobile to be very easy to use. This
shows their negative attitude towards difficult to use gadgets. Only 1.3% of them have
opted for difficult or somewhat difficult to use mobile phones.
Rate the following attributes of your preferred new mobile instrument on a scale 1-7
as per their significance to you_Inexpensive/Expensive
78.8% of the respondents want their preferred new mobile to be very inexpensive,
inexpensive or somewhat inexpensive. Thus, the Indian consumers are very price
sensitive and are still not willing to spend much on such products. Only 1.3% of them
have opted for difficult or somewhat difficult to use mobile phones. Only 8.3% of the
respondents would prefer expensive or very inexpensive mobiles.
Rate the following attributes of your preferred new mobile instrument on a scale 1-7
as per their significance to you_Crude/Sleek Looks
Rate the following attributes of your preferred new mobile instrument on a scale 1-7
as per their significance to you_Single/Multi Functionality
A whopping 82% of the respondents want their preferred new mobile to be very
multifunctional/ multifunctional in use. This shows their negative attitude towards
difficult to use gadgets. Only 2.8% of them have opted for very single functional/
somewhat single functional to use mobile phones. Thus, the Indian consumers have a
strong liking for multifunctional mobile phones.
Q12) Rate the following features in a handset as per their importance to you_Color
Display
32.8% of the respondents have rated the feature of color display as of highest
importance while for 2.5%, color display is of least importance.
Rate the following features in a handset as per their importance to you_FM Radio
highest
higher
high
neutral
low
lower
least
8% of the respondents have rated the feature FM Radio of as highest importance while
for 7.8%, FM is of least importance.
20% of the respondents have rated the feature of Infrared/ Bluetooth as of highest
importance while for 2%, it is of least importance.
19.5% of the respondents have rated the feature of camera/ video recording as of highest
importance while for 1.5%, it is of least importance.
Rate the following features in a handset as per their importance to you_Memory
Card
highest
higher
high
neutral
low
lower
least
2.3% of the respondents have rated the feature a memory card as highest importance
while for 4.8%, is of least importance.
Rate the following features in a handset as per their importance to you_MP3
highest
higher
high
neutral
low
lower
least
8% of the respondents have rated the feature of Mp3 player as of highest importance
while for 16.3%, it is of least importance.
Rate the following features in a handset as per their importance to you_Games
highest
higher
high
neutral
low
lower
least
8.3% of the respondents have rated the feature of Games as of highest importance while
for 64%, Games are of least importance.
Where are you most likely to get up to date information about newer handsets being
launched in the markets
Thus according to the above five tables and the charts, 50% of the respondents have
voted Nokia as the highest in terms of price, while 9.3% of them opted for LG. 34.5%
said that Samsung is highest in terms of price, 1.5% for Panasonic and 5.5% for
Motorola.
Rank the following brands on the the following factors (1-highest, 5-least)_Quality
Motorola
Thus according to the above five tables and the charts, 53.8% of the respondents have
voted Nokia as the highest in terms of Quality, while 8 of them opted for LG. 32% said
that Samsung is highest in terms of Quality, 1% for Panasonic and 5.3% for Motorola.
Thus according to the above five tables and the charts, 64.5% of the respondents have
voted Nokia as the highest in terms of Brand Name, while 9 of them opted for LG.
19.3% said that Samsung is highest in terms of Brand Name, 2.8% for Panasonic and
4.3% for Motorola.
Rank the following brands on the the following factors(1-highest, 5-
least)_Availability_Nokia
Percen Valid Cumulative
Frequency t Percent Percent
Valid HIGHE
234 58.5 58.5 58.5
ST
HIGHE
83 20.8 20.8 79.3
R
MEDIU
39 9.8 9.8 89.0
M
LOWER 14 3.5 3.5 92.5
LEAST 30 7.5 7.5 100.0
Total 400 100.0 100.0
Thus according to the above five tables and the charts, 58.5% of the respondents have
voted Nokia as the highest in terms of Availability, while 10.3% of them opted for LG.
22.8% said that Samsung is highest in terms of Availability, 4.8% for Panasonic and
3.8% for Motorola.
Thus according to the above five tables and the charts, 54.5% of the respondents have
voted Nokia as the highest in terms of Variety, while 7.5% of them opted for LG.
31.0% said that Samsung is highest in terms of Variety, 2.0% for Panasonic and 3.3%
for Motorola.
Q15) Please rate the following pairs of mobile phones as to how similar they
are._NOKIA-LG
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
4%, 10.5% and 10.0% of the respondents have rated Nokia-LG to be very similar,
somewhat similar, similar brands respectively, while 16.5%, 26.0% and 7.8% of them
have rated Nokia-LG to be different, somewhat different, very different brands
respectively.
Please rate the following pairs of mobile phones as to how similar they are
_NOKIA-MOTOROLA
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
7.5%, 13.0% and 23.0% of the respondents have rated Nokia-Motorola to be very similar,
somewhat similar, similar brands respectively, while 40.8%, 18.3% and 7.0% of them
have rated Nokia-Motorola to be different, somewhat different, very different brands
respectively.
Please rate the following pairs of mobile phones as to how similar they are_NOKIA-
SAMSUNG
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
3.0%, 14.0% and 20.3% of the respondents have rated Nokia-Samsung to be very
similar, somewhat similar, similar brands respectively, while 33.5%, 25.3%, 3.8% of
them have rated Nokia-Samsung to be different, somewhat different, very different
brands respectively
Please rate the following pairs of mobile phones as to how similar they are_NOKIA-
PANASONIC
Very Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
0.5%, 10.8% and 9.0% of the respondents have rated NOKIA-PANASONIC to be very
similar, somewhat similar, similar brands respectively, while 25.8%, 16.3% and 7.0% of
them have rated NOKIA-PANASONIC to be different, somewhat different, very
different brands respectively.
Please rate the following pairs of mobile phones as to how similar they are
_SAMSUNG-LG
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
6.8%, 7.0% and 9.5% of the respondents have rated SAMSUNG-LG to be very similar,
somewhat similar, similar brands respectively, while 36.3%, 16.5% and 5.5% of them
have rated SAMSUNG-LG to be different, somewhat different, very different brands
respectively.
Please rate the following pairs of mobile phones as to how similar they
are_SAMSUNG-MOTOROLA
Very Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Please rate the following pairs of mobile phones as to how similar they
are_SAMSUNG-PANASONIC
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Very
9 2.3 2.3 2.3
Similar
Somewhat
31 7.8 7.8 10.0
Similar
Similar 60 15.0 15.0 25.0
Neutral 75 18.8 18.8 43.8
Different 111 27.8 27.8 71.5
Somewhat
78 19.5 19.5 91.0
Different
Very
36 9.0 9.0 100.0
Different
Total 400 100.0 100.0
Very Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
1.3% , 8.8% and 14.0% of the respondents have rated LG-MOTOROLA to be very
similar, somewhat similar, similar brands respectively, while 28.3%, 27.5% and 6.8% of
them have rated LG SAMSUNG- MOTOROLA to be different, somewhat different,
very different brands respectively.
Please rate the following pairs of mobile phones as to how similar they are_LG-
PANASONIC
3.0%, 10.0% and 14.5% of the respondents have rated LG-PANASONIC to be very
similar, somewhat similar, similar brands respectively, while 20.0%, 25.0% and 7.8% of
them have rated LG-PANASONIC to be different, somewhat different, very different
brands respectively.
Please rate the following pairs of mobile phones as to how similar they are. Circle
the appropriate number_PANASONIC-MOTOROLA
Age
Age
15-25
26-35
36-50
above 50
The age distribution of the various respondents is as follows: 40.3% of them belonged to
the age limit of 15-25 yrs. 27.5% of them belonged to age limit 26-35 yrs. 25.8%
belonged to 36-50 age limit while 6.5% of them were above fifty years of age.
Gender
Gender
MALE
FEMALE
60.3% of the respondents of the research study were males while the remaining 39.7%
were females.
Occupation
Occupation
Service
Business/S
elf
Employed
Student
Housewife
Below 2 Lacs
2-4 Lacs
Above 4 Lacs
Only 2.0 of the respondents are such whose house holds income is less than below 2 lacs,
while 35.8% of them have household incomes between 2-4 lacs. A whopping 62.3% of
them were those whose household incomes are above 4 lacs.
Some important cross tabulation
80 Where do you
prefer to purchase a
new mobile from?
Shopping Malls
Small Reatil Shops
Exclusive
60
Showrooms
Grey Markets
40
C
n
u
o
t
20
0
NOKIA LG MOTOROLA ANY OTHER
SAMSUNG PANASONIC SONY ERICSSON
Which brand of mobile phone do you use?
70 Age
15-25
26-35
60 36-50
above 50
50
40
C
n
u
o
t
30
20
10
0
NOKIA LG MOTOROLA ANY OTHER
SAMSUNG PANASONIC SONY ERICSSON
Which brand of mobile phone do you use?
120 Gender
MALE
FEMALE
100
80
60
C
n
u
o
t
40
20
0
NOKIA LG MOTOROLA ANY OTHER
SAMSUNG PANASONIC SONY ERICSSON
Which brand of mobile phone do you use?
WHOM TO TARGET?
Bar Chart
70 Occupation
Service
Business/Self
Employed
60
Student
Housewife
50
40
C
n
u
o
t
30
20
10
0
NOKIA LG MOTOROLA ANY OTHER
SAMSUNG PANASONIC SONY ERICSSON
Which brand of mobile phone do you use?
• Nokia remains a favorite across all occupations however Sony Ericsson enjoys an
almost equal share in the business/ self employed category.
80
60
C
n
u
o
t
40
20
0
NOKIA LG MOTOROLA ANY OTHER
SAMSUNG PANASONIC SONY ERICSSON
Which brand of mobile phone do you use?
• Nokia sells the most across the various household income groups owing to the
wide variety of their products.
• Every brand sells more in the income group which is higher
• Panasonic, Motorola, Sony Ericsson and other brands do not sell in the
households where the annual income is below 2 lacs
IS IT WORTH IT??
Bar Chart
80 Overall how
satisfied are you
with your handset
very unsatisfied
unsatisfied
neutral
60
Very satisfied
Extremely satisfied
40
C
n
u
o
t
20
0
NOKIA LG MOTOROLA ANY OTHER
SAMSUNG PANASONIC SONY ERICSSON
Which brand of mobile phone do you use?
• Nokia and Samsung mobile owners have very high satisfaction levels.
• Motorola and Panasonic do not have any unsatisfied customers
• There are more unsatisfied than satisfied customers with the mobile brands other
than the ones mentioned.
10
0
Definitely Probably Probably Not Definitely Not
• Coming out with promotions and schemes enhances the chances of sale of the
product as a lot of people say their choice is affected if a scheme comes out.
• People who disagree with the above statement do not plan to buy a new phone so
the opinion might not matter from the sales and marketing point of view
40
Count
30
20
10
0
Shopping Malls Small Retail Exclusive Grey Markets
Shops Showrooms
Where do you prefer to purchase a new
mobile from?
• Exclusive showrooms are the most preferred place for the purchase of cell
phones.
• Few people purchase from small retail shops
• A lot of people disagreed on purchases from shopping malls
WHERE TO ADVERTIZE?
Bar Chart
20
Count
10
0
Television Family/ Friends Radio Internet
Newspapers Mobile Shops Magazines
Where are you most likely to get up to date
information about newer handsets being
launched in the markets
• Television and news papers are the best options for advertising.
• Word of mouth is the main factor that people consider while enquiring about new
phones
WHY THE MOBILES? WHY?
Bar Chart
120 Age
15-25
26-35
36-50
100
above 50
80
60
C
n
u
o
t
40
20
0
least likely somewhat more likely very likely most likely
likely
What is your main reason for having a moblie
phone?_Just making and receiving calls
• Mostly people across all age groups use mobiles to make and receive calls
Bar Chart
80 Age
15-25
26-35
36-50
above 50
60
40
C
n
u
o
t
20
0
least likely somewhat more likely very likely most likely
likely
What is your main reason for having a moblie
phone?_It's a status symbol
• People across the 15-25 use a phone mainly because it is a sign of status symbol
for them.
• Age groups 36-50 are the least likely to use a phone just for a status symbol
Bar Chart
80 Age
15-25
26-35
36-50
above 50
60
40
C
n
u
o
t
20
0
least likely somewhat more likely very likely most likely
likely
What is your main reason for having a moblie
phone?_Inclined towards sms and other
features like camera, fm, etc.
100 Age
15-25
26-35
36-50
80 above 50
60
C
n
u
o
t
40
20
0
least likely somewhat more likely very likely most likely
likely
What is your main reason for having a moblie
phone?_A combination of all or some of the
above reasons
• New Delhi, Noida and Ghaziabad is highly competitive and price sensitive
market as majority of respondents want maximum services provided by company in
low priced handsets.
• There is a good scope for new entrants in this circle as the service provided by
the existing players are not up to the mark and subscribers want to try out new ones
provided they stand up to the customers expectations.
• Numbers of color mobile users far out number B/W mobile users. And among
the color mobile users majority of them are camera mobile users.
• As the circle comprises of mainly high standard areas with many big shopping
malls, subscribers want that the network coverage should extend up to shopping malls
in addition to the small markets and roads.
• MMS and Bluetooth functions are fast becoming popular with the mobile
users. In fact these are becoming a criterion for choosing a mobile handset.
• New Delhi, Noida and Ghaziabad is a highly competitive and price sensitive
market, which is having better shopping malls and markets, hence a suitable
marketing strategy, needs to be formulated taking into consideration the advertising
and price factor.
• As the numbers of mobile users are relatively young, marketing strategy should
be more focused on this age group.
• One of the drawbacks of Samsung brand in this market could be its common
flavor not metro flavor. Hence to succeed in this market it need to reposition itself as
the premium brand.
• Bluetooth and other connectivity services are fast emerging as an important area
of mobile service. Therefore, Samsung should come up with these relevant services
from time to time differentiate its product and to generate additional revenue.
Samsung should give high priority to customer service and satisfaction as your satisfied
customers do the best advertisement.
BIBLIOGRAPHY
Reference Book-
Website used-
1. www.google.com
2. www.fonearena.com
3. www.wikipedia.com