Factors Affecting Brand Choice of Mobile Phone Handsets
Factors Affecting Brand Choice of Mobile Phone Handsets
Factors Affecting Brand Choice of Mobile Phone Handsets
I Deepti Gupta, Roll no. 428 student of M.B.A. IV sem of Shri Baba Mastnath Institute of
Management Studies & Research, Asthal Bohar Rohtak hereby Declare that the final year
project entitled Factors affecting brand choice of Mobile Phone Handsets is an original work
and has not been submitted to any other institute for award of any degree. The interim report was
presented to supervisor on
Countersigned
Signature of Candidate
ACKNNOWLDGEMENT
The project of this nature is a difficult task stretching over a period of time. Although this project
is being brought in my name, it bears an imprint of guidance and cooperation of many
individuals in the successful and trouble free completion of my project report factors affecting
brand choice of Mobile Phone Handsets.
On the moment of accomplishment of this project I would like to thank those who have
contributed to it in several ways.
I would like to express my heartful gratitude to Mr. S.P. Singh Director of Shri Baba Mastnath
Institute of Management Studies And Research.
I am also thankful to Mrs. Seema Mahlawat for giving his ample time and sharing his
knowledge.
I would like to thank all the consumer and all the dealers, whose immense cooperation provided
considerable help to the project.
My acknowledgement would be incomplete, if I dont thank my family members and who are
always behind me.
(Deepti Gupta)
PREFACE
Modern marketing is something beyond a good product pricing it suitably and making it
available to the customers. Effective marketing is critical to the success of every organization
whether big or small. There is no denying the facts all that all industrial organization has profit
making objectives. We are exposed to marketing in almost everything we do. It involves large
number of activities such as marketing research, product planning and development, branding,
packaging, advertisement. Where management have healthy management skills, full of potential
and is also willing to take risk in order to serve its customer in a better way than its competitor
that company touches the Zenith of success. This healthy management comes only through the
practical exposure and experience.
Therefore, to cope with various industrial and organizational problems, market research is
necessary for finding out the customers and prospective customer and also to know the
preference of customer and market share.
For this purpose I have done my final year Project Report on the topic of factors affecting Brand
choice of Mobile Phone Handsets. It gave me pleasure to work on such topic and also to learn
practical things.
For this particular purpose various Universities and Management institute are running
Management courses of which this project is part of study of curriculum and necessary to
prepare. It has proved very helpful in removing many serious doubts and has made able to accept
the challenges and opportunities.
Table of Contents
Declaration
Acknowledgement
Preface
Table of content
Chapter 1: company profile
Product profile
Meaning of research
Research design
Sample size
Annexure
Ostrow and Smith have defined consumer behaviors as actions of consumers in the marketplace
and the underlying motives for those actions. Marketers expect that by understanding what
causes consumers to buy particular goods and services they will be able to determine which
products are needed in the market place, which are obsolete, and how best to present those goods
to the consumer. It is the behavior that consumers display in searching for, purchasing, using,
evaluating and disposing of products, services and ideas that they expect will satisfy their needs.
Todays customer is exposed to international quality, thanks to the entry of more
Players from within India and abroad.
He dictates specification, quality standards, and chargeable.
He wants everything here and now.
Both budget shoppers and high spenders are demanding better returns for the
Money they spend.
Culture
Subculture
Social class
Social
Marketing and
other stimuli
Locate
Target
Markets
Segment
As per
Customer
Needs
Desired
product
Appropriat
e price
Right place
Relevant
promotion
External
Environment
Economic
Technological
Reference
Groups
Family
Need
Recognition
Information
Search
High
Involvement
Evaluation of Alternatives
Total set
Awareness Set
Consideration Set
Choice set
Decision
Significant
seeking
Differences
Between
Brands
Consumer buying
behavior
Low
Involvement
variety
behavior
Habitual
Buying
Behavior
Occupation
Economic
Circumstance
s
Life style
Personality &
Self Concept
Psychological
Purchase intention
Attitude of
Others
unanticipated
situations
Purchase Decision
Post purchase behavior
Motivation
Perception
A consumers decision to buy a product or service is the result of interplay of many forces or
stimuli. The starting point is the marketers stimuli in the form of product through some
promotional method, available at some outlets at a price. The marketing stimuli for the product
include locating target markets and segmentation of market as per customer needs. The
marketing and environmental stimuli enter the buyers mind through cultural, social, personal and
psychological factors. The marketing and other stimuli when come in contact with buyer the
buyers decision process initiates. Every person has his\her distinct set of standard of judgments
which is reflected in every individual. However there is some commonality between all of us
which make a marketer to classify and analyze the consumer behavior.
A large number of cultural, social, personal and psychological factors operate to influence the
buyers decision. Most of these factors are interdependent and interrelated and often there is
some overlapping between them. These are as follows:-
A. Cultural factors
Culture refers to the social heritage of the society. It encompasses the social values, attitudes
towards work, social intercourse, language, belief, art, morals, law, customs, traditions and any
other capability and habits acquired by man as a member of the society.
Culture: - Indian society follows conformity, spiritualism, and respect for elderly,
traditionalism and education as its cultural values. There is a shift in the cultural values
that set the pace for new generation like women joining workforce results the excessive
use of ready to cook food, washing machine, oven etc.
Sub culture: - A sub-culture is an identifiable and distinct group that has unique
characteristics. The sub-culture exists within larger society. A person living in Calcutta
would feel that he is different from the one living in Bihar.
B. Social factors
Consumer is a social being. Consumer behavior is influenced by many social factors like
reference group, family roles and status.
Family: - A persons world starts with the family in which he/she is born. The family has
major influence on the behavior of its members. Today, the concept of family has
changed in urban population from joint family to nuclear family. The emergence of
working women affects the consumption pattern. In a survey it was found that the
Generation I Man chooses brands of his choice for soaps and toiletries, irrespective of the
familys choice. He depends on the user- testimonials, world of mouth, and personal
judgement for expensive products.
Roles and status: - an individual has many roles to play. A man is father of his daughter,
husband of his wife, son of his parents, brother of his sister, manager of workplace. The
type of status one can have in the society depends upon the relative position at home,
work and society. Products must be prepared not only as per customers requirements, the
roles and statuses. Thus the role and status of a Supreme Court judge would take him to a
place where he can get products of his choice.
C. Personal factor
A consumer is influenced by age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept.
Age and life cycle stage: - A persons age is important decider of the needs. Small
children require milk powder, baby foods toys, games soft drinks and educational
facilities. Young adults require trendy clothes, recreational facilities; transportation etc.
consumption behavior is also influenced by the specific stage of family life- cycle like
bachelor stage (young, single people not living at home) have financial burden. They buy
basic kitchen equipment, basic furniture, cars, equipment for mating game, vacations.
Occupation: - the occupation of a person decides the consumption pattern. For example, a
teacher would buy simple clothes, means of communications, books, pencils,
transparencies papers, etc. while a company executive would buy expensive clothes, visit
by air, get membership of resorts and club, etc.
Economic Condition: - Income, saving, asset, borrowing power, etc. decide the economic
capacity of the customer to buy a product.
Life style: - it has been observed that customer coming from different cultures, sub
cultures, etc bear different life-styles. Life style are identified by taking various Activities
(work, hobbies, shopping sports), Interest (fashion, food, media, achievement), Opinion
(business, politics, products, future), and Demographic (age, education, life cycle stage)
into account.
For example, a person with self confidence and adaptability would buy not the same
toothpaste, brush, toiletries; etc, etc. next time he goes for shopping he would try to buy
innovative products that correspond to his personality.
D.Psychological factors
The psychological make up of a person is reflected by his personality. It is personality which
determines individuals reaction to the outside world. Personality or psychological factors such
as perception, learning, belief, attitudes and of course motivation influence the buyers behavior
to a large extent in many cases. Therefore, from marketing point of view, it is essentials to
understand the motives, perception, beliefs and attitude of prospective buyers.
Telecom Industry
The digital divide of India is one of the most pervasive in the world. Though the nation hosts a
burgeoning IT sector growing in excess of 25 percent a year, its teledensity is lowest in the
world, with less than 5 phones for every citizen. Despite a recently deregulated
telecommunications market and government initiatives aimed at quickly increasing the number
of phones available to its citizen, efforts to narrow the disparity of telecommunication services
available between urban and rural areas have made slow progress. This report examines the
reasons behind the nations digital divide, identifies what steps the government is taking to close
it, and analyses trends and players currently driving the market forward.
Telecommunication is an industry that has shown it to be heavy on global consolidation. It is
very likely that Indias largest companies be taken over by Europes largest or Americas largest
player.
Number constitute the earliest part of this exercise by 2010, the number of fixed line connection
in India will swell to 170 million and the no of cellular connection to five crore.futurists may like
to spell of a future where subscriber will have to like with just one number. Call that number and
if they are at home, within easy reach of landline, that will ring, if they are on road, their mobile
will deep; if they are at work, the call will automatically be re-routed to their office extension;
and if they are in meeting the call will end up at voice mail ,service. A will line telephone will
become like a wall clock. Every house will have one but a cellular phone will be like a
wristwatch everyone will have one.
We are christening the year 2007 as the Year of Broadband, announced Dayanidhi Maran,
union minister of communication and information technology, at the inaugural address of India
telecom 2006. Organized by the department of telecommunication, FICCI and TEMA the
exhibition emerged as a platform for the telecom industry to come together and showcase their
existing and upcoming technologies and services. Maran stated, We are targeting broadband
connectivity for nine million people 2007. The sentiment at the inauguration of the exhibition
was clear: to see India as an emerging hub of telecom manufacturing and broadband, thereby
connecting every nook and corner of the country.
A Promising Future
High speed connectivity dominated the theme of the exhibition. Ericsson showcased the
technologies like High Speed Pocket Access and video calling. Also on display was Ericssons
mobile phone health solution. This 3G feature would allow doctors to monitor the health of their
patients virtually.
Overall, the year 2006 saw events solely devoted to Telecom, targeted towards industry as well
as the consumers. This is a good sign for booming telecom industry in India that is already being
eyed by the rest of the world.
NOKIA
Nokia is a world leader in mobile communications, driving the growth and sustainability of the
broader mobility industry. Nokia connects people to each other and the information that matters
to them with easy to use and innovative products like mobile phones, devices and solutions for
imaging, games, media and businesses. Nokia provides equipment, solutions and services for
network operators and co operations. Nokia comprises four business groups and three horizontal
groups.
Nokia mobile phones & telecommunication infrastructure products reached international market
by 1990. In May 1992, Jorma Ollia was appointed to head the entire Nokia group. It made the
major strategies divert its non core operation and to focus on telecommunication.
Several standard features of todays mobile phones were developed by Nokia such as graphic
displays, signal and battery indication, colored covers and singing tones. Today nokia brand is
symbol of simplicity and style.
Effective January1, 2004, nokia reorganized its structure in a move to further align the
companys overall structure with its strategy. The company includes four business groups:
Mobile Phones; Multimedia; Enterprise solution and Networks. Nokia also includes two
horizontal groups that support the mobile device business groups: Customers and Market
Operations and Technology Platforms.
SAMSUNG
Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US $56 Billion
Samsung Electronics Co. Ltd., has been operating in India since 1995. It is a leading provider of
high tech Consumer Electronics, Home Appliance, IT and Telecom products in country. in its
tenure of over 10 years in country, Samsung India has set up manufacturing facilities for Color
Televisions, Microwave Ovens, Washing machines, Air conditioners, color monitors and more
recently Refrigerators in the country. All the facilities are located at its manufacturing complex at
Noida, Uttar Pradesh. The company had set 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.
SONY ERICSSON
Sony Ericsson, a 50:50 joint venture of Japanese Sony Corporation and Swedish Ericsson, was
established in October 2001. Sony Ericsson Mission is to establish itself as the most attractive
and innovative Global brand in the Mobile Handset Industry. Officials from Sony Ericsson stated
that the company will produce low-cost cost color screen and playing handsets for people of
India with lower income. The phones will include a color screen and music playing handsets.
Sony Ericsson will make phones in India through its manufacturing agreements it has with
Flextronics and Foxconn. The company's representatives said that by 2009 they hope Indian
mobile phone market to increase to 10 million pieces.
MOTOROLA
Motorolas role as pioneer, innovator and visionary in mobile communications is well known.
Originally founded as the Galvin Manufacturing Corporation in 1928, Motorola has come a long
way since introducing its first product, the battery eliminator. For more than 75 years, Motorola
has proven it a Global leader in wireless, broadband and automotive communications
technologies and embedded Electronic products, and has become a recognized for its dedication
to ethical business practices and pioneering role in important innovations.
Motorola has kept moving at the pace people are living. Its products have grown and changed
over the years, its drive for excellence has strengthened and intensified. From five-pound Handie
Talkie radio to lightweight models of today, Motorola has been the leading provider of two way
radio services to public safety, government transportation, utility and manufacturing enterprises.
Its digital cable set-top terminals and cable modems deliver the promise of a connected home
just as the original home radios and televisions did in the 1930 and 40s. The leader in the
embedded process production Motorola has developed a broad array of microprocessors for a
wide range of products, from some of the first video games to todays advanced digital camera.
In personal communications from the introduction of the DynaTAC cell phone in 1983 to todays
sleek handsets and innovative technology for mobile telephone service. It is also a key supplier
of integrated systems for automobiles, portable electronic devices and industrial equipment.
A z
to
of
Cell phones
Bluetooth
A low-power, short range wireless technology designed for local area voice and data
communications. It enables the exchange of information between many devices including certain
wireless phones, notebook PCs, hand held PCs. This technology allows using a wide range of
computing and telecommunications devices, almost wherever and whenever you want
Call barring
Allows you to set your phone to prohibit certain incoming or outgoing phone calls.
Call forwarding
Allows you to set your phone to forward all calls.
Call waiting
While making a call, the phone will alert you that another person is trying to call you. You can
choose to answer the call or it will be forwarded to your voice mail.
the same mail can travel separately through foreign networks around the globe in order to avoid
obstructions. At the preset destination they are rebuilt and presented to the recipient as a whole.
GSM
GSM is the pan-European standard for digital standard for digital cellular telephone service.
GSM was designed for markets to provide the advantage of automatic, international roaming in
multiple countries. The SIM card is a vital component in GSM operation. The user can store all
relevant data for the phone on a removable plastic card. The card can be plugged into any GSM
compatible phone and the phone is instantly personalized to the user.
Talk time
The total time a battery can power a phone for cellular calls. As the phone drains the battery
during the call, the talk time left in the battery diminishes until the phone is turned off or the
battery is recharged.
Standby Time
The time a battery can power a phone in standby mode, ready to make, or receive a call without
being used for an actual call. The longer a phone is in the standby mode, the less standby time
remains in the battery.
Small, handheld wireless device for transmitting pages, data messages, fax and e-mails. It also
acts as an electronic organizer, giving you access to schedule and contact lists. The term is often
used interchangeably with Personal Information Manager.
Roaming
A service offered by most cellular service providers that allows subscriber to use cellular service
while traveling outside their home service area.
Scroll Keys
Allows user to scroll forward and backward through menu options and list.
PIN code
The service provider may require a personal identification number for use with outbound calling
to help guard against cellular frauds.
Significance of Study
This project is particularly about the Factors affecting brand choice of mobile handsets.
There are various factors which affect the brand choice of mobile phone handsets of a consumer
so that with the help of this study one should take important decisions in related to the same so
that manufacturer ,dealers and other related persons would make their strategies accordingly and
also being able to create brand equity among consumers.
This study will include various analysis of different brands of mobile handsets that are available
in the market so that will help the same in many grounds while deciding particular strategies
regarding the same which can be proved effective for such competitive environment.
To create a brand loyalty brand preferences are not an easy task so this study will help the same
to create brand equity after considering consumer preferences and choices. This study will
include various factors like price quality, income level, durability etc. which affect the particular
brand choice among consumer.
Conceptualization
Marketing is a process, which carries goods from producer to ultimate consumer. Marketing
bridges the gap between consumer and producer. It is in this sense that marketing has been
defined as all the activities involved in the creation of place, time and possession utilities.
Marketing includes all those activities having to do with effecting changes in the
ownership and possession of goods and services. It is that part of economics which deals with the
creation of time, place and possession utilities and that place of business activity through which
human wants are satisfied by the exchange of goods and services for some valuable
consideration.
Brand is a name, term, sign, symbol, and design or a combination of them intended to
identify the goods and services of one seller or group of sellers and to differentiate them from
those of the competition. Brand is that which includes various attributes and benefits serve
some value and culture provides a particular personality and serves to user. The consumer
derives several advantages:
Indication of source
Easy to shop
Consistent Quality
Uniform price
Status
Packaging
In market various brands of mobile handsets are available but which brand will be
preferred by consumer it mainly depends upon many factors. These factors can be
Price of product
Availability of product
Any type of research study suffers from certain limitations relating to either the research itself or
to the topic thought. The degree and nature of the limitation varies with the topic.
The present study has been undertaken to analyse the factors which affect the decision
of consumer relating to Brand choice of Mobile Phone Handsets in Rohtak city Its aim is to
study the consumer opinion and preferences relating to features of Mobile phone handset in the
market.
SCOPE OF STUDY
The present study is Exploratory one and is aimed at finding out considerations involved while
buying a mobile phone handsets. An attempt has been made to the prevalent attitudes, usage
pattern and benefits sought by using mobile phone handsets. How different segments differ in
their behaviour with respect to the product under study.
Research Methodology
Research methodology is a way to systematically solve the research problem. It is the science of
studying how research is done scientifically. Methodology is the blueprint on which any study is
done. Basically it provides a framework on which the whole study is carried out. This is
important because it keeps the study on the right track and optimizes the time and cost factor
involved. Further more for effective and efficient study a properly planned methodology is must.
Research methodology is carefully planned as the accuracy, reliability and adequacy of results
depends upon research methodology followed. Moreover it also helps in the evaluation of the
research by other also. So the research to be purposeful the researcher should plan research
methodology before proceeding to research study.
Research Problem
The first step while conducting a research is to carefully define the research problem. The
present study has been undertaken to analyse the factors affecting Brand choice of Mobile
handsets.
Research Design
Research design is the blueprint to study any problem. It is a plan for collection, analysis and
interpretation of data in a manner that is relevant to the research purpose with economy in
procedure. Research design can be categorized as
Exploratory research
Descriptive
Experimental
The present study is exploratory research because as it tries to gather first hand data pertaining to
various factors affecting brand choice.
Universe or survey population
The universe of the study is entire Rohtak City.
Sample Design
The amount of research work is limited by shortage of time and resources. Due to this limitation
it is not possible to gather complete information. So the technique of sampling is applied. The
sample are so selected that they are representative of entire Population.
Sampling Unit
: Rohtak City
Sample size
: 180
Sampling Media
: Questionnaire
Sampling Technique
: Convenient Sampling
The following is the age wise and occupation wise distribution of the 180 respondents:
Age wise Distribution
Age
18-28
28-38
>38
Total
70
70
40
Total
59
Businessman
Serviceman
Professional
Housewife
46
45
21
09
Data collection
The study is based on both primary and secondary data. The primary data is collected using a
printed questionnaire.
The secondary data is collected from companys website, dealers information, catalogues and
manuals journals, newspapers, pertaining to marketing and consumer behavior.
Analysis Pattern
The data have been analyzed mathematically and Interpreted in the forms of tables, charts by
means of summation and percentage.
Name of Brand
Nokia
Samsung
Sony Ericsson
Motorola
Others
Total No of Users
97
33
29
16
05
/Age group
Nokia
Samsung
Sony Ericsson
Motorola
Others
Total
18-28
28-38
<38
Total
31
14
15
08
02
70
39
12
12
06
01
70
27
7
2
2
2
40
97
33
29
16
05
180
Brand Name
Student
/Occupation
Nokia
Samsung
Sony Ericsson
Motorola
Others
Total
30
10
12
05
02
59
Businessman
28
08
08
02
46
Serviceman Professional
21
12
05
06
01
45
15
01
04
01
21
Housewife
03
02
02
02
09
Total
97
33
29
16
05
180
Nokia is the most popular brand among the users, as it constitutes 53.81% of the total of
180. After Nokia the other brands which are popular are Samsung, Sony Ericsson.
If we look at age wise distribution table then we will find that Nokia is equally popular
among all the age group.
If we talk about occupation wise distribution, then the top two three brands are equally
distributed but less popular like Phillips and Bird are less resides with very few students
and housewife.
No. of users
59
46
45
21
09
3. Since how long you have been owner of this mobile phone?
Total Distribution
No of Days
Less than 6 months
6 months- 1 year
More than 1 year
Total
Age
Less than
/Days
18-28
28-38
>38
Total
6months
Total
6 mnths-1year More than 1year
48
21
08
77
17
18
11
46
05
31
21
57
70
70
40
180
Student
/occupation
<6 months
6 mnth-1year
>1 year
Total
40
14
05
59
09
13
24
46
18
11
16
45
07
06
08
21
03
02
04
09
77
46
57
180
Generally users change their handsets within a year, as change percentage within a year is
68.3%
If we look at the age distribution table then we will find that this trend is more common
in the age group of 18-28 as 65 out of 70change their handsets within a year.
If we look at occupation distribution table then we will find that 49 students out of 59
change their handsets within 6 months and after student it is the serviceman category that
changes their handsets within a year.
4. What are the factors that influence your purchasing decision of this brand? (rank
the following)
Total
/Rank
Price
93
65
17
02
03
180
Image
Quality
Features
Income
After sale services
total
47
40
180
10
78
27
180
10
55
55
43
180
88
41
12
37
180
63
35
82
180
19
39
58
61
180
180
180
180
180
180
180
Factors
Student
/occupation
Price
Income
Features
total
19
04
36
59
28
08
09
45
10
11
21
07
02
09
93
40
47
180
From the rank distribution table we can analyze that price is the most influential factor
among the user, as 93 out of 180 rank price as the first factor, after price, income and
features are the most influential factors as 40 and 47 rank these factors first respectively.
If we analyze the occupation wise distribution of the most influential factor i.e. price,
then we will find that business and service class are the categories who are more
concerned about this, as 57 out of 93 goes for it. But if we look at the features then it is
the student category, which is more concerned for the same, as 36 out of 59 students rank
features as the first factor of purchasing decision.
5. If features, then which of the following affect your decision most? (Rank the
following)
Total
57
05
83
35
180
61
15
73
31
180
47
24
32
19
58
180
05
68
55
22
02
28
180
05
45
43
76
11
180
05
23
50
82
03
17
180
180
180
180
180
180
180
180
Student
23
14
19
25
13
06
09
09
03
04
03
01
83
57
35
Color display
Total
03
59
46
01
45
21
01
09
05
180
Analysis of table
From the above tables we can analyze that:
From the rank distribution table we can analyze that connectivity is the most influential
feature among the user, as 83 out of 180 rank connectivity as the first factor, after it,
phone memory and shape& size are the most influential factors, as 57 and 35 rank these
factors first respectively.
If we analyze the occupation wise distribution of the most influential feature i.e.
connectivity, then we will find that it is equally important for all the categories. But if we
look at the shape and size and color display, then it is the student category, which is more
concerned for the same as 19 and 03 rank these features as first.
Total Distribution
Decisional Factors
Independent Decision
Peer Group
Advertisements
Exhibitions
Total
Total
28
73
69
10
180
18-28
28-38
>38
Total
/age group
Own Decision
Friends and
04
39
08
21
16
13
28
73
relatives
Advertisement
Exhibitions
Total
22
05
70
38
03
70
09
02
40
69
10
180
/occupation
Own decision
Friends & Relt
Advertisements
Exhibition
Total
01
36
27
01
59
16
05
21
04
46
04
18
21
02
45
05
09
04
03
21
02
05
02
09
28
73
69
10
180
Friends and relatives and advertisement are the most influential factor which affects the
decisional aspect of the users, as both comprises 142 out of 180 which is 78.8% of the
total.
If we look at the age distribution table then we will find that friends and relative factor is
the most influential in the age group of 18-28 as 39 out of 70 goes with it, while if we
talk about the advertisement then it is most influential in the 18-28 age group, but if we
talk about own decision criteria then it is most viable in the age group of more than 38.
If we look at the occupation distribution table then we will find that student category is
that which is mostly with the friends and relative as 36 out of 59 goes with it. And if talk
about advertisement then it is equally distributed among all categories. But businessman
category mostly takes their decisions by themselves as 16 out of 28 of total of own
decisions are with this category.
Advertisement category
Newspaper
Television
Magazine
Others (banners)
Total
Total
26
24
14
05
69
From this table we can analyse that those who take their decisions on the basis of
advertisement among such persons newspaper and television are the most influential
category, as out of 69, 50goes with the same.
Total
93
35
52
180
14
22
23
59
35
03
08
46
29
04
12
45
11
03
07
21
04
03
02
09
93
35
52
180
From the total distribution table we can analyse that mobile is mainly used for
communication and messaging purpose, as 145 out of 180 says that they use the mobile
more than 50% for these two purposes.
From the other table we can analyse that communication purpose is equally spread
among all the categories, but entertainment and messaging purpose are mostly exercised
by the student category.
Factors
Status
Utility
Fashion trend
Total
No. of users
33
102
45
180
This table shows that mobile is consider as a utility product more than status and
fashion trend, as the table shows 102 out of 180 use it as a utility product which is
more than status and fashion trend figures.
10. Are you satisfied with current brand you are using?
Brand name
Nokia
Samsung
Sony Ericsson
Motorola
Others
Total
Analysis of table
Satisfied
87
12
18
12
01
130
Not satisfied
10
21
11
04
04
50
Total
97
33
29
16
05
180
This table shows that Nokia brand users are highly satisfied with their current brand, as the
table shows that 87 out of 97 are satisfied with Nokia brand.
The result of the study may not be universally applicable due to regional constraint.
Findings
Nokia is the most popular brand among the users, as it constitutes 53.81% of the total of
180. After Nokia the other brands which are popular are Samsung, Sony Ericsson.
Generally users change their handsets within a year, as change percentage within a year is
68.3%
Nokia brand users are highly satisfied with their current brand, as the table shows that 87
out of 97 are satisfied with Nokia brand.
mobile is consider as a utility product more than status and fashion trend, as the table
shows 102 out of 180 use it as a utility product which is more than status and fashion
trend figures
we can analyze that mobile is mainly used for communication and messaging purpose, as
145 out of 180 says that they use the mobile more than 50% for these two purposes.
Conclusion
Nokia is the most popular brand among the mobile users, but apart from Nokia, other
popular brands are Samsung, Sony Ericsson, and Motorola.
Most of the mobile users are satisfied and among those percentages of Nokia users are
quite high.
Student category is that category which goes with the variety of brands as brands like
Motorola, Sony Ericsson etc.
Most of the users change their handsets with in a period of one year, but this trend is
more in the age group of 18-28 and among this age group most of the respondents belong
to the student category
As far as factors of purchasing are concerned, then price is the most influential factor
after that income and features come into the picture.
Serviceman and businessman category shows their concern most for the price, while
student category goes with the features like PC connectivity, camera, Bluetooth and
infrared etc.
If we talk about the features then connectivity is the most influential one, which is
equally important for all the people but for student category shape and size and color
display are also equally important
When people goes for purchasing the handsets, then suggestions from the friends and
relatives play a major role in their decision making process.
Suggestions
Due to stiff competition by Nokia the rest of the company should concentrate more on
their marketing policies and try to prompt their product in market in new and better way.
The mobile market has a good potential therefore companies should concentrate more in
this market, the reasons are
o Rise in education level
o Increasing standard of living
A good brand name affects the sale in the market so the company should try to make a
good position in the market.
Companies should launch the finance (installment) scheme in the market to increase the
sale.
Companies should provide after sale services to the customer and open the service
centers for providing services to the customer.
Bibliography
References have been taken from books:
Related websites
o www.nokia.co.in
o www.sonyericsson.com
o www.motorola.com
o www.samsungindia.com
o www.google.com
QUESTIONNAIRE
NAME
AGE
ADDRESS
1.
(a)
(b)
(c)
(d)
(e)
2.
(a)
(b)
(c)
(d)
(e)
3. Since how long you have been owner of this mobile phone?
(a) Less than 6 months
(b) 6 months-1 year
(c) More than one year
4. Which factor affects you most while purchasing?
(a) Price
(b) Companys image
(c) Handset quality
(d) Features
(e) Income
(f) Guarantee period
5. What type of features those affect you most?
(a) Memory
(b) Color display
(c) Camera
(d) E-mail facility
(e) PC Connectivity
(f) Bluetooth/ infrared
(g) Shape & size
6. How do you consider the mobile in present scenario as a
(a) Status
(b) Utility
(c) Fashion trend
7. You mainly use the mobile phone for
(a) Communication
(b) Entertainment
(c) Messaging
8. Your decision to purchase this specific brand is
(a) Your own decision
(b) Influenced by friends
(c) Influenced by advertisement
(d) Influenced by exhibition
9. If advertisement, then which of the following?
(a) Newspaper
(b) Television
(c) Magazine
10. Are you satisfied with current brand?
(a) Yes
(b) No