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ROLL NO: - MBA-303-

2K9

“ANALYSIS OF CURRENT MARKET SCENARIO OF THE


MOBILE MARKET WITH SPECIAL REFERENCE TO
NOKIA AND SAMSUNG”

Submitted in Partial Fulfillment of the requirement


For the Award of Degree of
M.B.A (OPERATIONS & MARKETING MANAGEMENT)

Submitted By:-
Mayank Malhi
MBA-303-2K9

Under the Supervision of


Mrs. Jyotsna Chawla
Lecturer (Deptt. Of Management Studies)

YMCA UNIVERSITY OF SCIENCE AND TECHNOLOGY,


FARIDABAD
ACKNOWLEDGEMENT

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.

We had the unique privilege to assume an assortment of role including problem


identification, theoretical framework, research design, experimental design and setup,
data collection, analysis and interpretation, observing findings and providing suggestions
and recommendations etc. and also gained valuable experience of working individually
with a responsibility of ethics and morality which would go a long way in building a
sound career in marketing field in future.

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

INDIAN MOBILE MARKET

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.

Today, Motorola is comprised of four businesses: Connected Home Solutions,


Government & Enterprise Mobility Solutions, Mobile Devices and Networks.

Motorola Offers market-changing icons of personal technology - transforming the device


formerly known as the cell phone into a universal remote control for life. A leader in
multi-mode, multi-band communications products and technologies, Mobile Devices
designs, manufactures, sells and services wireless subscriber and server equipment for
cellular systems, portable energy storage products and systems, servers and software
solutions and related software and accessory products.

LG MOBILES

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South


Korea was established in January, 1997 after clearance from the Foreign Investment
Promotion Board (FIPB).

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

Micromax is a telecommunications company based in Gurgaon, Haryana, India. It is a


manufacturer of wireless telephone handsets. Micromax has 23 domestic offices across
the country and international offices in Hong Kong, USA, Dubai and now in Nepal.
Micromax made its debut in March 2000, when it was incorporated as Micromax
Informatics Private Limited. However, it entered Mobile Handset Industry only in 2008.
Therefore, it can be said that Micromax Mobile, as it exists today was formed in 2008
and it has since then rapidly grown to become leading domestic mobile handset company
in India
RESEARCH METHODOLOGY

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

o Analysis of current market scenario of mobile market with special reference to

NOKIA and SAMSUNG IND.MOBILES.

SUB OBJECTIVES

o To study the satisfaction level of cellular users in Faridabad,

o To study the buying behaviors of the customers.

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

The research design followed for this research was:

1. Problem Formulation: This refers to transferring of the management


problem into a research problem. The management was “to gauge the behavior of
consumer in respect of mobile market.”

2. Research Method: the method involved getting the questionnaires filled by


consumers and then analyzing the data with the help of SPSS software.

3. Research Design: It is the specification of the methods and procedures for


acquiring he information needed. It is overall operational pattern or framework of
the project that stimulates what information is to be collected, from which source
and by what procedure. The three types of design used are exploratory,
descriptive and causal for this research the descriptive design was used. This is
because it is marked by the prior formulation of specific research questions. It has
a preplanned and structure design. For descriptive study proposed data analysis
and project output are critical aspects. It was decided that the users of various
mobile companies would be used as the primary source of data.

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.

5. Sample Design: A sample chosen has to be representative of the population.


For this survey cluster and stratified sampling was used. The sample size was
more than 300 users and 50 retailers.
6. Data collection: At this stage the data is actually colleted according to the
decided technique of data collection. The questionnaire is main source for the
collection of data.

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.

8. Research report: The culmination of the research process is research report.


Methodology, report and recommendations for course of action are presented. The
two critical attribute of report are completeness and conciseness. Therefore these
attributes are conflicting; a balance has to be stuck between the two. On
presenting the research report one should understand it and able to take decision
on recommendations and conclusions of research.

Steps in Sampling Design

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.

2. Sampling Unit: A decision has to be taken concerning a sampling unit before


selecting sample. Sampling unit in case of this research study were the present
and prospective consumers of Faridabad.

3. Source list: It is known as “sampling frame” from which sample is to be


drawn. It contains names of all items of a universe. In this case present clients
“database and prospective clients” database was used as source list to pick the
required sample.

4. Size of Sample: This refers to the number of items to be selected from


universe to constitute the sample. That is optimum or neither be excessively large,
nor to small.

5. Parameters of interests: In determining the sampling design, one must


consider the question of the specific population parameters which are of interests.
In this research study the parameters of interest were the behavior of different
mobile users with respect to the facilities provided to them in handsets.

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:

a) Primary Data: We collect primary data during the course of experiments in an


experimental research but in case do research of the descriptive type and perform
surveys, then we can obtain primary data either through observation or through
direct communication with the respondents in one form or another or through
personal interview. Since the research is of descriptive type in witch data is
collected through direct communication with respondents. Sample survey is
carried out during this project. The survey was performed through a structured
questionnaire.

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.

2. Method adopted in research:

The survey method was used for this research project. A general survey was
conducted to gather the required data.

3. Research tool used:

Questionnaire was used to collect the data from the users of various mobile handsets.

a) Method of population Selection:


The population for this survey was selected with the help of cluster and stratified
random techniques. In cluster, city was divided area wise then stratified was
applied.

b) Method of Interaction with the population:

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.

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 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.

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.
FINDINGS AND ANALYSIS

 Mostly people are attracted towards Nokia and Samsung mobiles due to good
reputation.

 More than 40% users use Nokia handsets.

 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.

 A lot of people use mobiles as a status symbol.

 One feature that most of the users probably prefer more than anything else is light
weight of these handsets.
Analysis Of Individual Questions

Q1) Which brand of mobile phone do you use?

Frequ Valid Cumulative


ency Percent Percent Percent
NOKIA 161 40.3 40.3 40.3
SAMSUNG 99 24.8 24.8 65.0
LG 38 9.5 9.5 74.5
PANASONIC 12 3.0 3.0 77.5
MOTOROLA 22 5.5 5.5 83.0
SONY ERICSSON 38 9.5 9.5 92.5
ANY OTHER 30 7.5 7.5 100.0
Total 400 100.0 100.0

Which brand of mobile phone do you use?


NOKIA
SAMSUNG
LG
PANASONIC
MOTOROLA
SONY ERICSSON
ANY OTHER

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

Who was the main influencer while purchasing the mobile


phone?
Own decision
Friends and
relatives
sales executive
of the showroom
Television/Print
ads
any other

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
176 44.0 44.0 44.0
t
higher 125 31.3 31.3 75.3
high 55 13.8 13.8 89.0
neutra
21 5.3 5.3 94.3
l
low 6 1.5 1.5 95.8
least 17 4.3 4.3 100.0
Total 400 100.0 100.0

Rank the following brands in order of


your preference _NOKIA
highest
higher
high
neutral
low
least

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
121 30.3 30.3 30.3
t
higher 134 33.5 33.5 63.8
high 50 12.5 12.5 76.3
neutra
71 17.8 17.8 94.0
l
low 18 4.5 4.5 98.5
least 6 1.5 1.5 100.0
Rank theTotal 400in order
following brands 100.0 100.0
of your preference _SAMSUNG
highest
higher
high
neutral
low
least

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
13 3.3 3.3 3.3
t
higher 26 6.5 6.5 9.8
high 143 35.8 35.8 45.5
neutra
82 20.5 20.5 66.0
l
low 80 20.0 20.0 86.0
least 56 14.0 14.0 100.0
Total 400 100.0 100.0

Rank the following brands in order


of your preference _LG
highest
higher
high
neutral
low
least

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
9 2.3 2.3 2.3
t
higher 14 3.5 3.5 5.8
high 27 6.8 6.8 12.5
neutra
96 24.0 24.0 36.5
l
low 109 27.3 27.3 63.8
least 145 36.3 36.3 100.0
Total 400 100.0 100.0
Rank the following brands in order
of your preference _PANASONIC
highest
higher
high
neutral
low
least

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
33 8.3 8.3 8.3
t
higher 34 8.5 8.5 16.8
high 51 12.8 12.8 29.5
neutra
99 24.8 24.8 54.3
l
low 98 24.5 24.5 78.8
least 85 21.3 21.3 100.0
Total 400 100.0 100.0
Rank the following brands in order
of your preference _MOTOROLA
highest
higher
high
neutral
low
least

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.

Rank the following brands in order of your preference _SONY ERICSSON

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
46 11.5 11.5 11.5
t
higher 71 17.8 17.8 29.3
high 71 17.8 17.8 47.0
neutra
30 7.5 7.5 54.5
l
low 93 23.3 23.3 77.8
least 89 22.3 22.3 100.0
Total 400 100.0 100.0
Rank the following brands in order of
your preference _SONY ERICSSON
highest
higher
high
neutral
low
least

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid least
8 2.0 2.0 2.0
likely
somewhat
10 2.5 2.5 4.5
likely
more 22 5.5 5.5 10.0
likely
very
87 21.8 21.8 31.8
likely
most
273 68.3 68.3 100.0
likely
Total 400 100.0 100.0

What is your main reason for having a mobile


phone?_Just making and receiving calls
least likely
somewhat
likely
more likely
very likely
most likely

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid least
72 18.0 18.0 18.0
likely
somewhat 28 7.0 7.0 25.0
likely
more
43 10.8 10.8 35.8
likely
very
108 27.0 27.0 62.8
likely
most
149 37.3 37.3 100.0
likely
Total 400 100.0 100.0

What is your main reason for having a


mobile phone?_It's a status symbol
least likely
somewhat
likely
more likely
very likely
most likely

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

What is your main reason for having a mobile


phone?_Inclined towards sms and other ...
least likely
somewhat
likely
more likely
very likely
most likely

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid least
23 5.8 5.8 5.8
likely
somewhat
12 3.0 3.0 8.8
likely
more
40 10.0 10.0 18.8
likely
very
120 30.0 30.0 48.8
likely
most
205 51.3 51.3 100.0
likely
Total 400 100.0 100.0

What is your main reason for having a


mobile phone?_A combination of all or
some of the above reasons
least likely
somewhat
likely
more likely
very likely
most likely

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid very
unsatisfie 3 .8 .8 .8
d
unsatisfie
18 4.5 4.5 5.3
d
neutral 41 10.3 10.3 15.5
satisfied 115 28.8 28.8 44.3
very
223 55.8 55.8 100.0
satisfied
Total 400 100.0 100.0
Rate the following factors on the basis of your level
of satisfaction and experience with your moblie
regarding the following items_Overall Quality
very
unsatisfied
unsatisfied
neutral
satisfied
very satisfied

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid unsatisfi
21 5.3 5.3 5.3
ed
neutral 17 4.3 4.3 9.5
satisfied 126 31.5 31.5 41.0
very
236 59.0 59.0 100.0
satisfied
Total 400 100.0 100.0
Rate the following factors on the basis of your
level of satisfaction and experience with your
moblie regarding the following items_Utility Value
unsatisfied
neutral
satisfied
very satisfied

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid very
unsatisfie 3 .8 .8 .8
d
unsatisfie
25 6.3 6.3 7.0
d
neutral 21 5.3 5.3 12.3
satisfied 124 31.0 31.0 43.3
very
221 55.3 55.3 98.5
satisfied
NA 6 1.5 1.5 100.0
Total 400 100.0 100.0

Rate the following factors on the basis of your level


of satisfaction and experience with your moblie
regarding the following items_Usage Experience
very
unsatisfied
unsatisfied
neutral
satisfied
very satisfied
NA

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid very
unsatisfie 2 .5 .5 .5
d
unsatisfie 13 3.3 3.3 3.8
d
neutral 47 11.8 11.8 15.5
satisfied 58 14.5 14.5 30.0
very
170 42.5 42.5 72.5
satisfied
NA 110 27.5 27.5 100.0
Total 400 100.0 100.0

Rate the following factors on the basis of your level


of satisfaction and experience with your moblie
regarding the following items_After Sales Service
very
unsatisfied
unsatisfied
neutral
satisfied
very satisfied
NA

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.

Q6)Overall how satisfied are you with your handset

Frequenc Valid Cumulative


y Percent Percent Percent
Valid very
5 1.3 1.3 1.3
unsatisfied
unsatisfied 32 8.0 8.0 9.3
neutral 19 4.8 4.8 14.0
Very
172 43.0 43.0 57.0
satisfied
Extremely
172 43.0 43.0 100.0
satisfied
Total 400 100.0 100.0

Overall how satisfied are you with your handset

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.

Q7) How likely are you to buy a new handset

Frequenc Valid Cumulative


y Percent Percent Percent
Valid definitel
94 23.5 23.5 23.5
y
Probably 129 32.3 32.3 55.8
Probably
81 20.3 20.3 76.0
Not
Definitel
96 24.0 24.0 100.0
y Not
Total 400 100.0 100.0

How likely are you to buy a new handset

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?

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Strongly 84 21.0 21.0 21.0
Agree
Agree 86 21.5 21.5 42.5
Neutral 86 21.5 21.5 64.0
Disagree 70 17.5 17.5 81.5
Strongly
74 18.5 18.5 100.0
Disagree
Total 400 100.0 100.0

Does your purchase decision for a specific


handset get affected when the company comes
out with contests, competitions or promotions?
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree

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.

Q9 Where do you prefer to purchase a new mobile from?

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Shopping 100 25.0 25.0 25.0
Malls
Small Retail
32 8.0 8.0 33.0
Shops
Exclusive
156 39.0 39.0 72.0
Showrooms
Grey
112 28.0 28.0 100.0
Markets
Total 400 100.0 100.0

Where do you prefer to purchase a new mobile


from?
Shopping
Malls
Small Reatil
Shops
Exclusive
Showrooms
Grey
Markets

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

Rate the following attributes of your preferred new


mobile instrument on a scale 1-7 as per their
Significance to you_Ease of usage
Very Easy
Easy
Somewhat
Easy
Neutral
Somewhat
Difficult
Difficult

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
234 58.5 58.5 58.5
Inexpensive
Inexpensive 40 10.0 10.0 68.5
Somewhat
41 10.3 10.3 78.8
Inexpensive
Neutral 23 5.8 5.8 84.6
Somewhat
29 7.3 7.3 91.9
Expensive
Expensive 11 2.8 2.8 94.5
Very
22 5.5 5.5 100.0
Expensive
Total 400 100.0 100.0

Rate the following attributes of your preferred


new mobile instrument on a scale 1-7 as per their
significance to you_Inexpensive/Expensive
Very
Inexpensive
Inexpensive
Somewhat
Inexpensive
Neutral
Somewhat
Expensive
Expensive
Very
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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
6 1.5 1.5 1.5
Crude
Crude 4 1.0 1.0 2.5
Somewhat
5 1.3 1.3 3.8
Crude
Neutral 8 2.0 2.0 5.8
Somewhat
65 16.3 16.3 22.0
Sleek
Sleek 59 14.8 14.8 36.8
Very
253 63.3 63.3 100.0
Sleek
Total 400 100.0 100.0

Rate the following attributes of your preferred


new mobile instrument on a scale 1-7 as per
their significance to you_Crude/Sleek Looks
Very Crude
Crude
Somewhat
Crude
Neutral
Somewhat
Sleek
Sleek
Very Sleek
78.1% of the respondents want their preferred new mobile to be sleek/very sleek in looks.
This shows their preference for cool, sleek gadgets. Amazingly, there is 3.8% of them
opting for crude/ very crude or somewhat crude mobile phones. This preference for crude
crude handsets can not be explained.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7
as per their significance to you_Single/Multi Functionality

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very Single
8 2.0 2.0 2.0
Functional
Single
1 .3 .3 2.3
Functional
Somewhat
Single 2 .5 .5 2.8
Functional
Neutral 20 5.0 5.0 7.8
Somewhat
Multi 40 10.0 10.0 17.8
Functional
Multi
68 17.0 17.0 34.8
Functional
Very Multi
261 65.3 65.3 100.0
Functional
Total 400 100.0 100.0
Rate the following attributes of your preferred
new mobile instrument on a scale 1-7 as per their
significance to you_Single/Multi Functionality
Very Single
Functional
Single
Functional
Somewhat
Single
Functional
Neutral
Somewhat
Multi
Functional
Multi
Functional
Very Multi
Functional

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
131 32.8 32.8 32.8
t
higher 162 40.5 40.5 73.3
high 65 16.3 16.3 89.5
neutra
17 4.3 4.3 93.8
l
low 6 1.5 1.5 95.3
lower 9 2.3 2.3 97.5
least 10 2.5 2.5 100.0
Total 400 100.0 100.0
Rate the following features in a handset as
per their importance to you_Color Display
highest
higher
high
neutral
low
lower
least

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
32 8.0 8.0 8.0
t
higher 58 14.5 14.5 22.5
high 149 37.3 37.3 59.8
neutra 58 14.5 14.5 74.3
l
low 29 7.3 7.3 81.5
lower 43 10.8 10.8 92.3
least 31 7.8 7.8 100.0
Total 400 100.0 100.0

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.

Rate the following features in a handset as per their importance to you_Infrared/


Bluetooth

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
80 20.0 20.0 20.0
t
higher 51 12.8 12.8 32.8
high 57 14.3 14.3 47.0
neutra
129 32.3 32.3 79.3
l
low 56 14.0 14.0 93.3
lower 19 4.8 4.8 98.0
least 8 2.0 2.0 100.0
Total 400 100.0 100.0

Rate the following features in a handset as


per their importance to you_Infrared/
Bluetooth
highest
higher
high
neutral
low
lower
least

20% of the respondents have rated the feature of Infrared/ Bluetooth as of highest
importance while for 2%, it is of least importance.

Rate the following features in a handset as per their importance to you_Camera/


Video Recording
Frequenc Valid Cumulative
y Percent Percent Percent
Valid highes
78 19.5 19.5 19.5
t
higher 64 16.0 16.0 35.5
high 49 12.3 12.3 47.8
neutra
111 27.8 27.8 75.5
l
low 57 14.3 14.3 89.8
lower 35 8.8 8.8 98.5
least 6 1.5 1.5 100.0
Total 400 100.0 100.0

Rate the following features in a handset as per


their importance to you_Camera/ Video ...
highest
higher
high
neutral
low
lower
least

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
9 2.3 2.3 2.3
t
higher 20 5.0 5.0 7.3
high 54 13.5 13.5 20.8
neutra
46 11.5 11.5 32.3
l
low 190 47.5 47.5 79.8
lower 62 15.5 15.5 95.3
least 19 4.8 4.8 100.0
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
32 8.0 8.0 8.0
t
higher 26 6.5 6.5 14.5
high 14 3.5 3.5 18.0
neutra
29 7.3 7.3 25.3
l
low 34 8.5 8.5 33.8
lower 200 50.0 50.0 83.8
least 65 16.3 16.3 100.0
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid highes
33 8.3 8.3 8.3
t
higher 16 4.0 4.0 12.3
high 19 4.8 4.8 17.0
neutra
12 3.0 3.0 20.0
l
low 26 6.5 6.5 26.5
lower 38 9.5 9.5 36.0
least 256 64.0 64.0 100.0
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Televisio
73 18.3 18.3 18.3
n
Newspap
53 13.3 13.3 31.5
ers
Family/
143 35.8 35.8 67.3
Friends
Mobile
76 19.0 19.0 86.3
Shops
Radio 20 5.0 5.0 91.3
Magazine
18 4.5 4.5 95.8
s
Internet 17 4.3 4.3 100.0
Total 400 100.0 100.0

Where are you most likely to get up to date


information about newer handsets being
launched in the markets
Television
Newspapers
Family/
Friends
Mobile Shops
Radio
Magazines
Internet
A majority of 35.8% of the respondents say that they are most likely to get up to date
information about newer handsets from their friends/ family. So word of moth still
remains the biggest advertiser for the mobile phone companies. 18.3%, 13.3% and 19%
of the respondents say that they are most likely to get up to date information about newer
handsets from television, newspapers and mobile phone shops respectively. Only a small
fraction says that that they are most likely to get up to date information about newer
handsets from radio, magazines or internet.

Q14) Rank the following brands on the the following factors(1-highest, 5-


least)_Price_Nokia

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
200 50.0 50.0 50.0
ST
HIGHE
131 32.8 32.8 82.8
R
MEDIU
41 10.3 10.3 93.0
M
LOWER 5 1.3 1.3 94.3
LEAST 23 5.8 5.8 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Price_LG

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
37 9.3 9.3 9.3
ST
HIGHE
61 15.3 15.3 24.5
R
MEDIU
148 37.0 37.0 61.5
M
LOWER 69 17.3 17.3 78.8
LEAST 85 21.3 21.3 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Price_Samsung

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
138 34.5 34.5 34.5
ST
HIGHE
149 37.3 37.3 71.8
R
MEDIU
78 19.5 19.5 91.3
M
LOWER 24 6.0 6.0 97.3
LEAST 11 2.8 2.8 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Price_Panasonic

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
6 1.5 1.5 1.5
ST
HIGHE
31 7.8 7.8 9.3
R
MEDIU
43 10.8 10.8 20.0
M
LOWER 212 53.0 53.0 73.0
LEAST 108 27.0 27.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Price_Motorola

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
22 5.5 5.5 5.5
ST
HIGHE
30 7.5 7.5 13.0
R
MEDIU
91 22.8 22.8 35.8
M
LOWER 88 22.0 22.0 57.8
LEAST 169 42.3 42.3 100.0
Total 400 100.0 100.0
Rank the following brands on the
the following factors(1-highest, 5- Rank the following brands on the
least)_Price_Nokia the following factors(1-highest, 5-
HIGHES least)_Price_Samsung
T
HIGHER HIGHES
T
MEDIUM
HIGHER
LOWER
MEDIUM
LEAST
LOWER
LEAST

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_Nokia

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
215 53.8 53.8 53.8
ST
HIGHE
86 21.5 21.5 75.3
R
MEDIU
32 8.0 8.0 83.3
M
LOWER 31 7.8 7.8 91.0
LEAST 36 9.0 9.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Quality_LG

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
32 8.0 8.0 8.0
ST
HIGHE
61 15.3 15.3 23.3
R
MEDIU
141 35.3 35.3 58.5
M
LOWER 92 23.0 23.0 81.5
LEAST 74 18.5 18.5 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Quality_Samsung

Frequen Valid Cumulative


cy Percent Percent Percent
Valid HIGHE
128 32.0 32.0 32.0
ST
HIGHE
143 35.8 35.8 67.8
R
MEDIU
48 12.0 12.0 79.8
M
LOWER 73 18.3 18.3 98.0
LEAST 8 2.0 2.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Quality


Panasonic

Frequen Valid Cumulative


cy Percent Percent Percent
Valid HIGHE
4 1.0 1.0 1.0
ST
HIGHE
63 15.8 15.8 16.8
R
MEDIU
57 14.3 14.3 31.0
M
LOWER 132 33.0 33.0 64.0
LEAST 144 36.0 36.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors (1-highest, 5-least)_Quality
Motorola

Frequenc Valid Cumulative


y Percent Percent Percent
Valid HIGHE
21 5.3 5.3 5.3
ST
HIGHE
46 11.5 11.5 16.8
R
MEDIU
121 30.3 30.3 47.0
M
LOWER 75 18.8 18.8 65.8
LEAST 137 34.3 34.3 100.0
Total 400 100.0 100.0

Rank the following brands on the


the following factors(1-highest, 5-
least)_Quality_Nokia
HIGHEST
HIGHER
MEDIUM
LOWER
LEAST
Rank the following brands on the
the following factors(1-highest, 5-
least)_Quality_Nokia
HIGHEST
HIGHER
MEDIUM
LOWER
LEAST

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.

Rank the following brands on the the following factors(1-highest, 5-least)_Brand


Name_Nokia

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
258 64.5 64.5 64.5
ST
HIGHE
78 19.5 19.5 84.0
R
MEDIU
36 9.0 9.0 93.0
M
LOWER 16 4.0 4.0 97.0
LEAST 12 3.0 3.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand


Name_LG

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
36 9.0 9.0 9.0
ST
HIGHE 69 17.3 17.3 26.3
R
MEDIU
94 23.5 23.5 49.8
M
LOWER 110 27.5 27.5 77.3
LEAST 91 22.8 22.8 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand


Name_Samsung

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
77 19.3 19.3 19.3
ST
HIGHE
175 43.8 43.8 63.0
R
MEDIU
72 18.0 18.0 81.0
M
LOWER 56 14.0 14.0 95.0
LEAST 20 5.0 5.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand


Name_Panasonic

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
11 2.8 2.8 2.8
ST
HIGHE
34 8.5 8.5 11.3
R
MEDIU
72 18.0 18.0 29.3
M
LOWER 175 43.8 43.8 73.0
LEAST 108 27.0 27.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand


Name_Motorola
Frequenc Valid Cumulative
y Percent Percent Percent
Valid HIGH
17 4.3 4.3 4.3
EST
HIGH 46 11.5 11.5 15.8
ER
MEDI
129 32.3 32.3 48.0
UM
LOWE
42 10.5 10.5 58.5
R
LEAS
166 41.5 41.5 100.0
T
Total 400 100.0 100.0

Rank the following brands on the the


following factors(1-highest, 5-least)
_Brand Name_Nokia
HIGHEST
HIGHER
MEDIUM
LOWER
LEAST

Rank the following brands on the the


following factors(1-highest, 5-least)_Brand
Name_Samsung
HIGHEST
HIGHER
MEDIUM
LOWER
LEAST

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

Rank the following brands on the the following factors(1-highest, 5-


least)_Availability_LG

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
41 10.3 10.3 10.3
ST
HIGHE
97 24.3 24.3 34.5
R
MEDIU
100 25.0 25.0 59.5
M
LOWER 109 27.3 27.3 86.8
LEAST 53 13.3 13.3 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Availability_Samsung

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
91 22.8 22.8 22.8
ST
HIGHE
173 43.3 43.3 66.0
R
MEDIU
68 17.0 17.0 83.0
M
LOWER 40 10.0 10.0 93.0
LEAST 28 7.0 7.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Availability_Panasonic
Percen Valid Cumulative
Frequency t Percent Percent
Valid HIGHE
19 4.8 4.8 4.8
ST
HIGHE
32 8.0 8.0 12.8
R
MEDIU
78 19.5 19.5 32.3
M
LOWER 118 29.5 29.5 61.8
LEAST 153 38.3 38.3 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Availability_Motorola

Percen Valid Cumulative


Frequency t Percent Percent
Valid HIGHE
15 3.8 3.8 3.8
ST
HIGHE
24 6.0 6.0 9.8
R
MEDIU
121 30.3 30.3 40.0
M
LOWER 112 28.0 28.0 68.0
LEAST 128 32.0 32.0 100.0
Total 400 100.0 100.0
Rank the following brands on the the
following factors(1-highest, 5-least) Rank the following brands on the the
_Availability_Nokia following factors(1-highest, 5-least)
_Availability_Samsung
HIGHEST
HIGHEST
HIGHER
HIGHER
MEDIUM
MEDIUM
LOWER
LOWER
LEAST
LEAST

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.

Rank the following brands on the the following factors(1-highest, 5-


least)_Variety_Nokia

Frequen Valid Cumulative


cy Percent Percent Percent
Valid HIGHE
218 54.5 54.5 54.5
ST
HIGHE
89 22.3 22.3 76.8
R
MEDIU
49 12.3 12.3 89.0
M
LOWER 24 6.0 6.0 95.0
LEAST 20 5.0 5.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Variety_LG

Frequen Valid Cumulative


cy Percent Percent Percent
Valid HIGHE
30 7.5 7.5 7.5
ST
HIGHE
80 20.0 20.0 27.5
R
MEDIU
101 25.3 25.3 52.8
M
LOWER 106 26.5 26.5 79.3
LEAST 83 20.8 20.8 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Variety_Samsung

Frequen Valid Cumulative


cy Percent Percent Percent
Valid HIGHE
124 31.0 31.0 31.0
ST
HIGHE
174 43.5 43.5 74.5
R
MEDIU
49 12.3 12.3 86.8
M
LOWER 37 9.3 9.3 96.0
LEAST 16 4.0 4.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Variety_Panasonic

Frequen Valid Cumulative


cy Percent Percent Percent
Valid HIGHE
8 2.0 2.0 2.0
ST
HIGHE
31 7.8 7.8 9.8
R
MEDIU
85 21.3 21.3 31.0
M
LOWER 160 40.0 40.0 71.0
LEAST 116 29.0 29.0 100.0
Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-


least)_Variety_Motorola

Frequen Valid Cumulative


cy Percent Percent Percent
Valid HIGHE
13 3.3 3.3 3.3
ST
HIGHE
27 6.8 6.8 10.0
R
MEDIU
117 29.3 29.3 39.3
M
LOWER 76 19.0 19.0 58.3
LEAST 167 41.8 41.8 100.0
Total 400 100.0 100.0
Rank the following brands on the the Rank the following brands on the the
following factors(1-highest, 5-least) following factors(1-highest, 5-least)
_Variety_Nokia _Variety_Samsung
HIGHEST HIGHEST
HIGHER HIGHER
MEDIUM MEDIUM
LOWER LOWER
LEAST LEAST

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
16 4.0 4.0 4.0
Similar
Somewhat
42 10.5 10.5 14.5
Similar
Similar 40 10.0 10.0 24.5
Neutral 101 25.3 25.3 49.8
Different 66 16.5 16.5 66.3
Somewhat
104 26.0 26.0 92.3
Different
Very
31 7.8 7.8 100.0
Different
Total 400 100.0 100.0
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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
30 7.5 7.5 7.5
Similar
Somewhat
22 5.5 5.5 13.0
Similar
Similar 40 10.0 10.0 23.0
Neutral 44 11.0 11.0 34.0
Different 163 40.8 40.8 74.8
Somewhat
73 18.3 18.3 93.0
Different
Very 28 7.0 7.0 100.0
Different
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
12 3.0 3.0 3.0
Similar
Somewhat
44 11.0 11.0 14.0
Similar
Similar 25 6.3 6.3 20.3
Neutral 69 17.3 17.3 37.5
Different 134 33.5 33.5 71.0
Somewhat
101 25.3 25.3 96.3
Different
Very
15 3.8 3.8 100.0
Different
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
2 .5 .5 .5
Similar
Somewhat
43 10.8 10.8 11.3
Similar
Similar 36 9.0 9.0 20.3
Neutral 123 30.8 30.8 51.0
Different 103 25.8 25.8 76.8
Somewhat
65 16.3 16.3 93.0
Different
Very
28 7.0 7.0 100.0
Different
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
27 6.8 6.8 6.8
Similar
Somewhat 28 7.0 7.0 13.8
Similar
Similar 38 9.5 9.5 23.3
Neutral 74 18.5 18.5 41.8
Different 145 36.3 36.3 78.0
Somewhat
66 16.5 16.5 94.5
Different
Very
22 5.5 5.5 100.0
Different
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
7 1.8 1.8 1.8
Similar
Somewhat
33 8.3 8.3 10.0
Similar
Similar 51 12.8 12.8 22.8
Neutral 80 20.0 20.0 42.8
Different 102 25.5 25.5 68.3
Somewhat
98 24.5 24.5 92.8
Different
Very
29 7.3 7.3 100.0
Different
Total 400 100.0 100.0

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

1.8%, 8.3% and 12.8% of the respondents have rated SAMSUNG-MOTOROLA to be


very similar, somewhat similar, similar brands respectively, while 25.5%, 24.5% and
7.3% of them have rated 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_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

Please rate the following pairs of mobile


phones as to how similar they are_SAMSUNG-PANASONIC

Very Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

2.3%, 7.8% and 15.0% of the respondents have rated SAMSUNG-PANASONIC to be


very similar, somewhat similar, similar brands respectively, while 27.8%, 19.5% and
9.0% of them have rated SAMSUNG- PANASONIC to be different, somewhat different,
very different brands respectively.
Please rate the following pairs of mobile phones as to how similar they are_LG-
MOTOROLA

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
5 1.3 1.3 1.3
Similar
Somewhat
35 8.8 8.8 10.0
Similar
Similar 56 14.0 14.0 24.0
Neutral 54 13.5 13.5 37.5
Different 113 28.3 28.3 65.8
Somewhat
110 27.5 27.5 93.3
Different
Very
27 6.8 6.8 100.0
Different
Total 400 100.0 100.0

Please rate the following pairs of mobile


phones as to how similar they are_LG-MOTOROLA
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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
12 3.0 3.0 3.0
Similar
Somewhat
40 10.0 10.0 13.0
Similar
Similar 58 14.5 14.5 27.5
Neutral 79 19.8 19.8 47.3
Different 80 20.0 20.0 67.3
Somewhat
100 25.0 25.0 92.3
Different
Very
31 7.8 7.8 100.0
Different
Total 400 100.0 100.0

Please rate the following pairs of mobile


phones as to how similar they are_LG-PANASONIC
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Very
22 5.5 5.5 5.5
Similar
Somewhat
24 6.0 6.0 11.5
Similar
Similar 61 15.3 15.3 26.8
Neutral 74 18.5 18.5 45.3
Different 118 29.5 29.5 74.8
Somewhat
73 18.3 18.3 93.0
Different
Very
28 7.0 7.0 100.0
Different
Total 400 100.0 100.0

Please rate the following pairs of mobile


phones as to how similar they are_PANASONIC-MOTOROLA.
-
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
5.5%, 6.0% and 15.3% of the respondents have rated PANASONIC-MOTOROLA to be
very similar, somewhat similar, similar brands respectively, while 29.5%, 18.3% and
7.0% of them have rated PANASONIC-MOTOROLA to be different, somewhat
different, very different brands respectively.

Age

Frequenc Valid Cumulative


y Percent Percent Percent
Valid 15-25 161 40.3 40.3 40.3
26-35 110 27.5 27.5 67.8
36-50 103 25.8 25.8 93.5
above
26 6.5 6.5 100.0
50
Total 400 100.0 100.0

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

Frequenc Valid Cumulative


y Percent Percent Percent
Valid MAL
241 60.3 60.3 60.3
E
FEMA
159 39.8 39.8 100.0
LE
Total 400 100.0 100.0

Gender

MALE
FEMALE

60.3% of the respondents of the research study were males while the remaining 39.7%
were females.
Occupation

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Service 150 37.5 37.5 37.5
Business/Self
107 26.8 26.8 64.3
Employed
Student 92 23.0 23.0 87.3
Housewife 51 12.8 12.8 100.0
Total 400 100.0 100.0

Occupation

Service
Business/S
elf
Employed
Student
Housewife

The occupation distribution of the various respondents is as follows: 37.5% of them


belonged to the service class, 26.8% of them were into business or self employed.
23.0% of the respondents were those who are still studying and the rest 12.8% were
housewives.
Household Income Level

Frequenc Valid Cumulative


y Percent Percent Percent
Valid Below 2
8 2.0 2.0 2.0
Lacs
2-4 Lacs 143 35.8 35.8 37.8
Above 4
249 62.3 62.3 100.0
Lacs
Total 400 100.0 100.0

Household Income Level

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

WHERE DID YOU PICK IT UP FROM?


Bar Chart

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?

• Maximum purchase of nokia phones is done from exclusive showrooms and


minimum from small retail shops
• Maximum sales of Samsung phones is from exclusive showrooms and grey
markets
• Motorola is sold in malls though the response for it is weak in the survey so it is
difficult to comment on the sales. A larger sample size might produce better
results
• Response for the brands other than the ones mentioned above the response is not
good.

THE AGE GROUP TO TARGET!!


Bar Chart

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?

• Sony Ericsson is sold the maximum in the age group above 50


• Nokia is the leader in terms of sales for the first 3 sets of age groups closely
followed by Samsung.
• LG is sold maximum in the age group of 26-35.
• Panasonic has almost zero market for people below the age group of 36 and above
that of 50

MAN OR WOMAN? BIG QUESTION!


Bar Chart

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?

• Nokia is more popular with the males


• Samsung is more popular with the females due to their compact sizes and flip
phones.
• Motorola has very low market share for females, But with the launch of Moto
Razor pink and grey their share with women might increase
• LG is popular amongst the males more than the females
• The other brands such as Bird and BenQ are more popular with the females but by
a slight margin.
• Panasonic is more popular with the females

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.

WHICH INCOME GROUP TO TARGET??


Bar Chart

120 Household Income


Level
Below 2 Lacs
2-4 Lacs
100
Above 4 Lacs
4.00

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.

ANYTHING.. ANYTHING AT ALL.. SCHEMES.. PROMOTIONS


Bar Chart

40 Does your purchase


decision for a
specific handset get
affected when the
company comes
out with contests,
30
competitions or
promotions?
Strongly Agree
Agree
Neutral
20
Count
Disagree
Strongly Disagree

10

0
Definitely Probably Probably Not Definitely Not

How likely are you to buy a new handset

• 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

WHERE WILL YOU BUY IT FROM?


Bar Chart

70 How likely are you


to buy a new
handset
60 definitely
Probably
Probably Not
50 Definitely Not

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

40 How likely are you


to buy a new
handset
definitely
Probably
30 Probably Not
Definitely Not

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.

• The advanced features in a phone are used mainly by youngsters


• Very few respondents don’t use these features.
Bar Chart

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

• The advanced features in a phone are used mainly by youngsters


• Very few respondents don’t use these features.
CONCLUSIONS

• Mobile has become an important part of people’s life and it is no more a


luxury.

• 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.

• Majority of respondents perceives Samsung as the best color mobile provider.


It commands high respect and favorable image amongst the mobile users.

SUGGESTIONS AND RECOMMENDATIONS

Some recommendations and additional enhancements are following:

• 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.

• Since customer education about new launchings and facilities provided in


handsets is the major problem faced by most of the mobile users, Samsung needs to
take extra efforts for promptness in customer education to win and retain users.

• Samsung needs to prune up its advertising campaign to increase its visibility


further as one of its competitors’ visibility is high.

• 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-

1) Research Methodology By C.R Kothari

2) Marketing Management By Philip Kotler

Website used-

1. www.google.com

2. www.fonearena.com

3. www.wikipedia.com

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